THE IMPACT OF POSITIONING STRATEGIES ON CONSUMER PRODUCTS IN NIGERIA (A CASE STUDY OF UNILEVER PLC)

CHAPTER ONE

INTRODUCTION

Background of the study: Globally in marketing field, positioning has evolved to refer to the process through which marketers attempt to build an image or identity for their product, brand, or organization in the minds of their target market. It is the relative competitive comparison in a certain market that their product occupies as viewed by the target market. What we must agree on is that positioning occurs in the brains of the target market. It is the market's overall view of a specific business, product, or service in comparison to their perception of rivals in the same category. This will occur regardless of whether firm management is productive, reactive, or inactive in the ongoing process of changing a position as stated by Ehow (2018). According to Shaw (2017), while positioning starts with a product, the notion is truly about positioning that thing in the mind of the buyer. This technique is required since customers are constantly assaulted with advertising; the quickest method to enter into someone's consciousness is to be first. It is quite easy to recall who is first, but much more difficult to recall who is second. Even if the second entrant provides a superior product, the first mover has a significant advantage that can compensate for other inadequacies. Product placement refers to the position an offering has in the minds of customers regarding significant features related to competitor goods. The essence of positioning is to sell consumers something unique, different, or distinctive about our product that is different from what the competitor offers. We want our target segment to think of our total product occupying a distinct or different position, as athletes do in a race and are positioned in which competitor must strive to occupy or attain rewarding position. Position is a marketing approach in which the marketer links his product with distinctive and unique benefits that he wants consumers to view as distinct and superior to those of his rivals. According Youjae (2018), positioning must exist in the view and mind of his rivals; if the customer does not have this impression in his mind, there has been no positioning. For positioning to occur, the target group must see the company's product as being distinct in what it offers them in comparison to rivals' products.

​​​​​​​Statement of the Problem

Generally a great number of problems confront the application of product positioning.  To desirable product positioning does not seem different but to put the description into practice is not easy.  Some of the problems however are particularly about product positioning in Unilever Nigeria plc.  Some of these problems are stated in the work with the purpose of finding solution to them.  The ability of the firm  to classify these customers group.  According to the uniqueness in purchases.  The company based their positioning on their product rather their based on customers/ consumers and their needs.  The company also goes about boasting about being number one and by doing so the customer will think that the firm is insecure in its position if it must reinforce it by saying so.  The company don’t know what that change is inevitable and a leader must be willing to embrace to carryout marketing survey and research because there is not provision to know how effective their strategy is and how customers responded to their products.

1.3 Objective of the Study

Like the marketing philosophy pointed, out, every marketing oriented firm organization has the primary duty of not only making sales for the company but for the identification  of customers need and planning to satisfy their customer need at a profit to the firm. For the purpose of this work, it is therefore very important to review the strategy and offering of organization with a view to finding how effective such strategy and offering are meeting the objectives of the organization that is applying them.  If is the light of this that this work outlines the following:

i. To known what product positioning is all about as if involves the companies under study.

ii. To know actually the company or organization actually applies positioning in the sales of its product.

iii. Also, to know how the company’s sales is structured.  This could be geographically, regionally  or customer structured and if it can determine or know its target customers.

iv. The other objective of this study is also to know the method or strategy the company actually uses in performing its functions.

v.Also the evaluation of product positioning strategies is achieving the firms goals as well as host of the others.

Formulation of the Hypothesis

 For the purpose of this work, the following research hypothesis are formulated and need adequate attention hence, they will be subject to test to reliability and authority.

HYPOTHESIS I

H0i:    The firm does not use positioning to achieve greater part of their objectives.

Hn2:    The firm uses positioning to achieve greater part of her objectives.

HYPOTHESIS II

H02:     The firm marketing operations are not regionally structured.

H02:     The firm marketing operations are regionally structured.

1.5 Significance of the Study

They study on the positioning is very significance because many companies and organization have had of the lack of ideas to produce positioning. This work would provide marketing / sales managers of companies and organizations in the state and country at large, with the useful tools for designing and accessing the efficacy of their positioning programmes. This study is very significant and justifiable in that product positioning and identification target markets by organization realization turnover ratio of organization as well as development sales.  Finally, this research in this direction thereby lagging foundation for other resources.

1.6 Scope and Limitation of the study

The study covers all aspect of product positioning as an instrument for achieving organizational objectives as a whole.  The population of this study is all Unilever Nigeria Plc.  However due to time and financial constraints, a survey of selected and financial constraints, a survey of selected branch in Enugu will be conducted. Therefore, the study sample has narrowed to Unilever Nigeria Plc in Enugu, which the research believes is representative of the entire population. The researcher encounters some constrain which limited the scope of the study;

 a) Availability of research material: The research material available to the researcher is insufficient, thereby limiting the study

b) Time: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.

 1.7 Definition of terms

 PRODUCT: In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are bought as raw materials and sold as finished goods.

Positioning strategy: An effective positioning strategy considers the strengths and weaknesses of the organization, the needs of the customers and market and the position of competitors. The purpose of a positioning strategy is that it allows a company to spotlight specific areas where they can outshine and beat their competition.

Consumer product: A consumer good or final good is any commodity that is produced or consumed by the consumer to satisfy current wants or needs. Consumer goods are ultimately consumed, rather than used in the production of another good.

1.8 Organization of the study

This research work is organized in five chapters, for easy understanding, as follows: Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study.