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THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND

(A CASE STUDY OF UNILEVER NIGERIA PLC)

 

ABSTRACT

 

 This study examined the effectiveness of marketing communication mix in creating awareness of a brand (A case study of Unilever Nigeria PLC). The study sought to know the effect of communication mix in marketing of a brand. (With particular reference on Advertising, personal selling, sales promotion, public relation, pair and exhibition) in creating awareness of a brand to consumers or public.

It was discovered that these marketing communication mix including publicity played a vital role in getting product or a brand across to its consumer. But it is vital to note tht it requires the right arrangement of these communication mix  tht will lead to an increase in sales of a brand.

The term promotion is to move forward or refers to efforts, therefore marketing promotion is the target goal of marketing communication.

This study help the first aspect of it which highlighted the statement of the problem and perceived need for the research. The researchers reviewed the past literature of related studies, these were mainly in favourable comments about he six marketing communication tools being appraised here, some were quite critical about them.

The researchers mad use of questioners which wee distributed to both the consumers and staff of the company which the researchers used as their case of study.

Furthermore, we discussed our findings and summarized them as follows:

• Among the tools of marketing communication trade exhibition is early used while the real are regularly in use to promote various brand of products.
• The Unilever Nigeria Plc make use of the tools of marketing communication, namely Advertising, Personal selling, sales promotion, public relation and trade exhibition to create awareness and persuade consumers to buy its product. Note the arrangement of the tools.
• The discussed findings has also shown that the effectiveness of company’s marketing communication affect consumers purchases positively, this was seen as consumers decides to buy more of Unilever brand when there were intensive promotional activities.
• The pricing decision of Unilever products were affected by marketing communication activities in that there were situation where price reduction was the promotional tool and there situation where the price of Unilever products include a mark up  to cover up production distribution and marketing communication costs.
• It was also found out by the researchers tht Unilever have a very sound and encouraging Health, safety and welfare for her employees which is the SHE programme. Etc.

Also we the researchers offered out our own suggestive recommendations which also includes that:

• Unilever Plc should continue with the health safety and welfare of their employees especially the SHE programmes is very much encouraging. Since it is said that a healthy nation is a wealthy nation.
• Unilever Plc should intensify the use of public relation to improve this developing image among the inhabitants of Oregune Lagos where the waste water has been causing erosion menace there. The on response of the company has attracted unfriendly reactions from the residents of the neighbourhood.
• There has to a concerted effort by the Unilever researchers to find ways of increasing the quality of yellow Lipton to ensure satisfaction tools would be utilized better in introducing the new discoveries. The discovery would divert the consumer’s attention from Unilever brand etc.

Conclusively, the study has erased in the mind of people, the erroneous belief or assumption that the six marketing communication tools are merely embarked upon to persuade the consumer to buy the informed brand but rather to help the consumer to be always informed of any invention and also help companies especially Unilever to realized the effectiveness of marketing communication tools in creating awareness of a brand.

 

CHAPTER ONE

 1.1    BACKGROUND OF  THE STUDY

 

Marketing at any stage cannot go without communication.  Marketing started as a selling activity in which the manufacture produces and expects customers to go in search of the goods. At the next stage the producer recruited sales persons and send tem out to see the products. At this stage marketing involved extensive marketing communication tools such as advertising and personal selling. The current marketing practice is one rear employment marketing as a want creating and satisfying instruments. Marketing performs virtually all its functions by making use of effective communication.

Modern marketing calls for more than developing a particular brand, pricing of attractively and making it accessible to the target customers. Companies must also communicate with their present and potential customers. Very few goods or services can survive in the market place without effective communication. The marketing manager must endavour to make good use of advertising, sales promotion, publicity and personal selling as the promotional tools of marketing to attain market penetration and business survival and competitive advantage. In view of the foregoing the researchers intends to determine the effectiveness of marketing communications mix in creating awareness of a brand in Unilever Nigeria PLC.