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AN
EVALUATION OF PRODUCT POSITIONING STRATEGIES FOR MARKETING INDOMIE BREAKFAST
ABSTRACT
This study
is a research into “An Evaluation of Product Positioning for marketing Idomie
Breakfast Noodle in Enugu. The study
seeks to find out how product positioning helps the firms in achieving greater
part of its sales objectives. In an
attempt to carryout the study effectively, a total sample of seven firms were
judgmentally selected. This sample
random sampling technique and chi-square statistical tools was used for this
study. From the analysis of the data, it was deduced that the selected firms
consider the application of product positioning as very important part of
firm’s sales objectives. The selected firms also used product positioning to
achieve their aims. The firms marketing operations are regionally
structured. However, it was noted that
the firms is selling to all the customers.
Finally, the
following suggestion were seen:
a. There should be adequate provision of funds.
b. The firm should engage more effort to train
their sales executives.
c. They should improve on advertising and other
sales promotion mix.
d. Lastly, the issue of transportation and
distribution facilities should be improved.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In marketing, positioning has come to
mean the process by which marketers try to create an image or identify in the
mind of their target market for its product, brand or organization. It is the
relative competitive comparison their product occupies in a given market as
perceived by the target market. What we
must agree as is that positioning is something that happens in the minds of the
target market. It is the aggregate
perception that market has of a particular company, product or service in
relation to their perception of the competitors in the same category it will
happen whether or not company managements is productive, reactive or passive
about the on-going process of evolving a position Ries and Trout explain that
while positioning begins with a product, the concept really is about
positioning that product in the mind of the customer. This approach is needed because consumers are
bombarded with a continuous stream of advertising, the easiest way of getting
into someone’s mind is to be first. It is very easy to remember who is first,
and much more difficult to remember who is second. Even if the second entrant offers a better
product, the first mover has a large advantage that can make up for other shortcomings.
Product positioning refers to the place
on offering occupies in consumers mind on important attributes relatives to
competing offerings. The essence of
positioning is to sell consumers something unique, different or distinctive
about our product, which is different from what the competitor offer we want
our target segment to think in terms of our total product occupying a distinct
or different position as is the case when athletes are running in a race and
are positioned in which competitor must strive to occupy or attain rewarding
position.
Position is a marketing strategy
whereby the marketer associates his product with specific and unique benefits,
which he wants consumer to perceive as being different and better than those of
his competitors. Positioning has to take
up place in the perception and mind of his competitors, if the consumer does
not have this perception in his mind no positioning has occurred. For positioning to occur the target segment
must see the company’s product as being unique in what it promises them in
relation to those of competitors.
1.2 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 Idomie Breakfast Noodle. Some of the 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 go 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 al 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 firm’s goals as well as host
of the others.
1.4 SCOPE 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 Idomie Breakfast Noodle. 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 Idomie Breakfast Noodle in Enugu, which the research believe is representative of the entire population.
1.5 FORMULATION OF THE HYPOHESIS
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 use positioning to
achieve greater part of their objectives.
Hoi: 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.
Hypothesis
III
H03: The firm cannot find a way to
position itself in relation to the market leaders.
H03: The firm finds his way to position
itself in relation to the market leaders.
Hypothesis
IV
H04: The firm is not willing to embrace
change rather they resist it.
H04: The firm must be willing to embrace
change rather than resist it.
1.6 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.
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