BRAND MANAGEMENT AS A TOOL FOR

PRODUCT GROWTH AND DEVELOPMENT

(A CASE STUDY OF UNILEVER NIGERIA PLC.)

BY

KAZEEM KAUSARAT TEMITOPE

06/66MC126

A RESEARCH PROJECT SUBMITTED IN PARTIAL

FULFILMENT OF BACHELOR OF SCIENCE B.SC (HONS)

DEGREE IN THE DEPARMENT OF BUSINESS

ADMINISTRATION, FACULTY OF BUSINESS AND SOCIAL

SCIENCES, UNIVERSITY OF ILORIN, ILORIN. NIGERIA.

JUNE, 2010.
 CERTIFICATION

This research project has been read and approved as meeting the

requirement of the award of Bachelor of Science B.Sc (Hons.) Degree in

Business Administration of Faculty of Business and Social Sciences,

University of Ilorin.

-------------------------- ----------------------------

Dr U. Gunu Date.
(Project Supervisor.)

-------------------------- ----------------------------

Dr. (Mrs) S.L. Adeyemi Date.

(Head of Department)

-------------------------------- ------------------------------

Prof. A Adedayo Date.

(Dean of Faculty.)

------------------------------- -------------------------------

(External examiner) Date.

ii
 DEDICATION

This project is dedicated to Almighty Allah (SW) for whatever I

am is by His grace. Also to my parents Alh. M.O. Kazeem and Mrs. F.M

Kazeem who supported me financially and morally and whose prayer

have nourished my endeavour with divine blessing and whose

encouragement and effort are responsible for where I stand today. Also to

my siblings, Kazeem Abdulsamad Ayobami and Kazeem Abduljelil

Oluwaseun for their support.

iii
 ACKNOWLEDGEMENTS

I am very grateful to Almighty Allah (SW) who granted me life

until today and for the wisdom and knowledge he granted me throughout

the period of my course. Glory be to Allah.

I wish to express my profound gratitude to my parents, Alh. M.O.

Kazeem and Mrs. F.M. Kazeem for their care, love and support which has

produced a graduate today.

I am indebted to my supervisor in person of Dr. U. Gunu who

made immeasurable contributions towards the success and quality of this

work. I am very grateful.

Also to my Head of Department Dr. Mrs. S.L Adeyemi, who is

sincerely a mother to all. I pray that God Almighty continue to strengthen

you on his part.

My deep and unreserved appreciation goes to the resourceful

support of department lecturers in person of Dr J.A Adeoti (RIP), DR.

J.O. Olujide, Dr. Lart Badmus (RIP), Dr. J.A. Oladipo, Dr. J.A.

Bamiduro, Dr. D.G Adejumo, Dr. J.O Adeoti (Level Adviser), Dr. R.A

Gbadeyan, Dr. M.A Aremu , Mr. Kadiri, and also Dr. G. Oyeyemi and

Mr. Jamiu Saka of the Department of Statistics, having cooperatively

iv
groomed me in the profession of Business Administration. Also to the

non academic staff of the department, I say “Thank you” to you all.

I sincerely appreciate the effort of my roommates from 100 level to

date for their encouragement and moral support. They also contribute to

produce a graduate.

I also acknowledge the entire executives and members of

NUAMBS for their support to the success of the administration of

2009/2010 excos. And also to the executives and members of Business

Administration Muslim Students (BAMSS) Unilorin chapter for

contributing also to the success of the administration. I, as the Financial

Secretary of NUAMBS and Ass. Sister Coordinator of BAMSS, say

“Thank you” and “Jazakumulahu kairan” to all the students of Business

Administration.

To Fakorede Quadri Adebola and all my classmates, I love you all

and pray that this should be a stepping stone to a greater height.

Finally, I also wish myself good luck in all my endeavours

academically, religiously and other lucrative enterprise task I may wish to

engage myself in both now or later in the future. (AMEN).

v
 KazeemKausarat Temitope
06/66MC126
May, 2006.

vi
 TABLE OF CONTENTS

Cover page........................................................................................ i

Certification........................................................................................ ii

Dedication .......................................................................................... iii

Acknowledgement ...................................................................... iv - v

Table of contents....................................................................... vi - ix

List of tables...................................................................................... x

Abstract....................................................................................... xi - xii

CHAPTER ONE

1.0Background information 1-4

1.1 Statement of the research problem 4-5

1.2 Objective of the study 5

1.3 Significance of the study 6-8

1.4 Scope of the study. 8

CHAPTER TWO

2.0 Introduction

2.1 Literature review

2.2 Brands: Definition 9

vii
2.3 Brand name 9 - 10

2.4 Brand identity 11

2.5 Brand parity and extension 12

2.6 Roles of brands 12 - 13

2.7 Brand equity 14 - 15

2.8 Brand equity models 15 - 19

2.9 Building brand equity 20

2.10 Measuring brand equity 20 - 21

2.11 Managing brand equity 21

2.12 Choosing brand elements 21 - 25

2.13 Brands audits 23 - 24

2.14 Brand tracking 25

2.15 Brand valuation 25

2.16 Branding 26

2.17 Branding approaches 27 - 28

2.18 Products: Definition 29

2.19 Product classification 29 - 31

2.20 Product levels 32

2.21 Differentiation of products 33 - 34

viii
2.22 Product life cycle 35 - 41

2.23 Product service system 41

2.24 Impact of product service system 42

2.25 Product system and product mixes 46

2.26 Product hierarchy 43 - 44

2.27 Product packaging 45 - 46

2.28 Product labelling 46 - 47

2.29 Product warrantees and guarantees. 47

CHAPTER THREE

Research Methodology

3.0 Introduction 48

3.1 Historical background of Unilever Nig. plc. 48 - 52

3.2 Research hypothesis 52

3.3 Data specification 53

3.4 Sampling including sampling frame 53 - 54

3.5 Methods of data collection 54

3.6 Methods of data analysis 55 - 56

3.7 Methodological limitations 56 - 57

ix
CHAPTER FOUR

4.0 Introduction 58

4.1 Data presentation, analysis and interpretation 58 - 71

4.2 Hypothesis testing 73

CHAPTER FIVE

5.0 Summary, conclusion and recommendations 74

5.1 Summary of the findings 74 - 75

5.2 Conclusion 75 - 77

5.3 Recommendations. 77 - 78

References

Appendix

Questionnaire

Statistical table

LIST OF TABLES

x
Table 2.1: Brand resonance pyramid

Table 2.2: The world’s ten most valuable brands in 2009

Table 2.3: Product life cycle diagram

Table 4.2.1: Demographic characteristics of respondents

Table 4.2.2: Regression analysis between branding and price

Table 4.2.3: Regression analysis between branding and sales

Table 4.2.4: Regression analysis between branding and consumer

satisfaction

Table 4.2.5: Regression analysis between branding and product

distinctiveness

Table 4.2.6: Regression analysis between branding and product growth

and development

Table 4.2.7: Correlations of variables

ABSTRACT

xi
 One of the major objectives of manufacturing companies is to

maximize profit and satisfy consumer which guarantee their growth and

survival in the competitive market environment. But customers does not

know the identity of their demand products that will give them the

required satisfaction, firms does not incorporate the needs and wants of its

customers in its products, also firms does not ensure that the prices of

such products and finally, potential and existing customers are not

informed continually about the products.

This research examined the impact of effective brand management

on product growth and development using Unilever Nig. Plc. as a case

study. It also examined the challenges associated with the product and

brand management and the level at which the product represents the

company’s image, competencies and characteristics.

Primary data was required for this research and was controlled

through questionnaire. Convenience sampling technique and exploratory

research design was used to collect data from the wholesalers of Unilever

Nig. Plc. Who are the sample population. Regression analysis and

correlation was used to analyse the data collected from the respondents

and also used to test three hypotheses. The independent variables: price,

xii
sales, distinctiveness, and consumer satisfaction and the findings of the

regression showed that branding affects sales and product distinctiveness

positively and does not affect price and consumer satisfaction. This can be

traced to the effect of economic depression on the Nigerian economy.

Manufacturing companies should assist their wholesalers either in

training/technical support and study well the stages of product life cycle

and ensure that appropriate strategy is applied to each stage in order to

eliminate decline of its products.

Researchers and firms will find the discoveries in this research

work very useful.

xiii
 CHAPTER ONE

1.0 Introduction

1.1 Background Information

Successful organisations engage in several action which is aimed at

satisfying the consumers and profit making. Manufacturing industries tends

to make sure that their products are differentiated from other products in a

unique way.

Nowadays, the manufacturing organisations of most developing and

developed countries produces products of high quality to satisfy their

customers. Most of those products has competing products being produced

by other companies.

All manufacturing companies (which produces goods and services)

now see the importance of branding their products and the benefits they are

going to derive from effective and efficient branding. Therefore

manufacturing companies have their products named and uses patent or

trademark to protect it due to the competitiveness of the economy so that

their customers can identify and differentiate their products from other

competing products.

1
 Brand management is the method and means by which you propel

your business into the public’s consciousness. It is also the process by

which marketing techniques are applied to a specific product or brand

(Wikipedia, 2010).

Marketers of successful twenty-first century brands must excel at the

strategic brand management process. Strategic brand management involves

the design and implementation of marketing activities and programs to

build, measure, and manage brands to maximize their value. To brand a

product, it is necessary to teach customers “who” the product is by giving it

a name and using other brand elements to help identify it as well as “what”

the product does and “why” customer’s value to be created, consumers

must be convinced that there are meaningful differences among brands in

the product or services category.

Branding can be applied virtually anywhere a consumer has a

choice. It is possible to brand a physical good ( Cadbury Bournvita, Nestle

Milo), a service (Oceanic bank Easy save Account, UBA Halal Savings

account), a store (Shoprite in Lagos, B-System in Ilorin), a person (Deola

Sague, Tiffany Amber), a Place (Lagos City, Federal Capital Territory), an

2
organisation (NACCIMA, World Health Organisation), or an idea (Trade

fair, Sales Promotion, Funfair).

The strategic brand management process involves four main steps:-

1. Identifying and establishing brand positioning.

2. Planning and implementing brand marketing.

3. Measuring and interpreting brand performance.

4. Growing and sustaining brand value.

The value of brand is determined by the amount of profit it generates

for the manufacturer which can result from the combination of increase in

price, reduced cost of goods sold, or more effective marketing instruments.

Companies that has chain of products focus on branding because it

enhance sales and also assists the product from decline in the competitive

market.

Research of McKinsey and co. (2000), suggests that “strong, well -

leveraged brands produces higher returns to shareholders than weaker,

narrower brands”. This means that brands seriously impact on

shareholder’s value and ultimately makes branding the responsibility of the

Chief Executive Officer.

3
 The American Marketing Association defines a brand as a “name,

term, sign, symbol, or design, or a combination of them intended to identify

the goods and services of one seller or groups and to differentiate them

from those of other sellers”. These differences may be functional, rational

or tangible, related to the product performance of the brand. They may also

be more symbolic, emotional or intangible, related to what the brand

represents.

Kinnear and Benhard (1990) defined brand name as “a part of a

product that can be vocalized including letters, words, or numbers”.

Conclusively, most manufacturing companies only put their

products in the market after it has been adequately branded, packaged and

labelled.

1.2 Statement of the research problem.

Brand management is very important to every firm that has an array

of products. This research work provide answers to the following

questions:

(a) Does customers know the identity of their desired product that will

give them the required satisfaction?

4
 (b) Has the firm incorporated the needs and wants of its customers in

the products?

(c) Has the firm ensured that the prices of such products are

commensurate with the forecasted value of the product?

(d) Are the customers informed continually about the products?

In summary, companies that involves in the production of chains of

products gives their products their own identity that will be used by the

customers to identify them in other for the business to achieve its generic

purpose of existence.

Finally, the firm should ensure that the strategies above, which is

used to actualize its objectives, must be applied to all activities in the

organisation from time to time and also the firm must be conscious of its

external environment. These will help the company to keep moving.

1.3 Objectives of the study.

The main objectives of this study are:

To examine the impact of effective brand management on product growth

and development.

To examine the effect of brand management on product sales volume.

5
To access the challenges associated with product brand management.

To examine if the brand represents the company’s image, competencies,

and characteristics.

To access if the brand have more influence in the competitive market to

motivate customers to purchase.

To suggest likely solutions to the identified problems.

1.4 Significance of the study.

This research project suggests how product brand can be efficiently

and effectively planned, managed and used in achieving the firm’s growth

and development.

Brands identify the maker of a product and allow consumers to

assign responsibility to a particular manufacturer, consumers evaluates the

identical products differently depending on how it is branded. consumers

learn about brands through past experiences with the product and its

marketing program (finds out which product satisfy their needs and which

do not).

To firms, brands simplify product handling or tracing. it also helps

to organize inventory and accounting records. A brand also offers the firms

6
legal protection for unique features or aspect of the product since the brand

name can be protected through patents and packaging can be protected

through copyrights and designs. These property rights ensure that the firm

can safely invest in the brand and reap the benefits of valuable assets.

Brand loyalty provides predictability and security of demand for the

firm and creates barriers to entry that makes it difficult for other firms to

enter the market. Loyalty can translate into a willingness to pay a higher

price.

Branding can be seen as a powerful means to secure a competitive

advantage because competitors, despite duplicating manufacturing process

on the product designs, cannot easily match lasting impressions on the

minds of consumers.

This study reveal that sound and effective brand management will

have an impact both on the product and the organisation because brands

today plays important role that improves consumers life and enhance the

financial value of firms.

Brand management enables the product to be well known and well

differentiated from other competing products by the wholesalers, retailers

and consumers. This helps to increase the level of sales of those products,

7
enable the product to maintain its peak stage in the competitive market. It

also help the product to build positive image for the company.

The research also show how branding is making customers feel

confident about the whole product range. Branding is not about getting the

organisation’s target market to choose it over its competitors, but it is about

getting the organisation’s prospects to see it as the only one that provides a

solution to their problems.

Finally, the research focused on the effect of brand management on

product growth and development in increasing sales, increasing the

acceptability of a brand, brand loyalty and commitment of the customers.

1.5 Scope of the study.

This research is based on entity scope because Unilever Nig. Plc. has

a portfolio of investment and produces many products like toothpaste, body

cream, margarine, soap, detergents, to mention a few. The scope of this

research considered how effective brand management has been on the

products of Unilever Nig. Plc.; how well the wholesalers, retailers and

consumers respond to the effect of brand management on the products of

Unilever; how well the products can represent and protect the image of the

8
company, how well the consumers can differentiate the products of

Unilever from that of other competitors. This research covered 5 years time

frame i.e. from 2005 to 2010; because the later the period, the more current

the data and lesser the variability.

9
 CHAPTER TWO

2.0 Introduction

This chapter is a review of relevant literature for the research

work. It is the account of library work for this research. Literatures on

various aspects of the research area were collected and were analysed here

to enhance the content of the work. The chapter is grouped in sections and

sub-sections which are linked with one another to make sense out of the

various issues involved in this work. The chapter is concluded with a

conceptual framework derived from various issues, concepts and theories

that are relevant to t he research work.

2.1 Literature Review

2.2 Brand: Definition

From Wikipedia, the word “brand” was derived from the old Norse,

brands, meaning “to burn”. It refers to the practice of producers burning

their marks into their products. It then defined “brand” as a distinguishing

name and/or symbol intended to identify a product or producer. Kotler

2006, defined a brand as a name, term, sign symbol or design, or a

combination of them intended to identify the goods and services of one

10
seller or group of sellers and to differentiate them from those of the

competitors”. This definition implies that a brand is a product that adds

dimensions that differentiates it in some way from other products designed

to satisfy the same need. These differences may be functional, rational or

tangible, related to the product performance of the brand and may also be

symbolic, emotional or intangible, related to what the brand represents.

That act of creating and maintaining a brand is called brand management.

2.3 Brand Name

The online dictionary defines a brand name as a name that denotes

specifically, written or spoken linguistic elements of any product.

(Wikipedia, 2009.)

Types of Brand Name

Brand names comes in many styles or forms it includes:

1. Acronym: A name made of initials such as UPS or PZ.

2. Descriptive: Names that describes a product benefit or function like

”so klin”

3. Alliteration and Rhyme: Names that are fun to stay in consumers’

minds e.g. “chokie chokie”.

11
 4. Evocative: Names that evoke a relevant vivid image e.g. “Amazon”.

5. Neologism: Names that are completely made up of words like

“KODAK, NOKIA”

6. Foreign word: Adoption of another language like “Samsung”.

7. Founder’s name: Using the names of real people like “Hewlett-

Packard”.

8. Geography: Names from regions or landmarks like “ Fuji Film”.

9. Personification: Names taken from myth or from the minds of

advertising executives like ”Nike”.

The psychological aspect of brand can be distinguished from the

experimental aspect. The experimental aspect consist of the sum of all point

of contact with the brand which is known as brand experience while the

psychological aspect is a symbolic construct created within the minds of

people and consists of all the information and expectations associated with

a product.

2.4 Brand Identity.

They are the attributes that the owner associates with the brand; how

the owner want the consumers to perceive the brands, a product brand

12
identity may acquire, gaining new attributes from consumer perspectives.

Therefore, brand association becomes handy to check customers’

perception of the brand, Brand identity needs to focus on authentic

qualities, real characteristics, of the value of brand promise being provided

and sustained by organisational or production characteristics. (Online

Source, 2009).

2.5 Brand Parity and Brand Extension

It is the perception of the consumers that all brands are equivalent.

Brand extension means that existing strong brand names can be used for

new or modified products. For instance, Evans Cipla extended their brands

to Antiulcerants, Antiretroviral, and others. Keller 2006, explains multi

brands as a situation where a producer launch new brands with his existing

strong brands to gain a market share for the new products.

2.6 Roles of brands

Brands identify the source or maker of a product and allow

consumers to assign responsibilities to a particular manufacturer or

distributor. Consumers may evaluate the identical products differently

13
depending on how it is branded. Consumers learn about brands through

past experiences by finding out which brand satisfies their needs and which

brand does not.

To firms, brand simplify product handling or tracing. Brand helps to

organize inventory and accounting records. Brands also offers the firm

legal protection for unique features of the product. This can be done

through registered trademark; manufacturing process can be protected

through patents and packaging can be protected through copyrights and

designs. These rights ensure that the firm can safely invest in the brand and

reap the benefits. (Online source, Wikipedia; December, 2009).

Brand show the quality of the product so that buyers can buy the

products again. Brand loyalty provides predictable and security of demand

for the firm and creates barriers to entry that make it difficult for other

firms to enter the market. It also can translate into a willingness to pay a

higher price.

To firms, brands represents valuable prices of legal property that can

influence consumer behaviour, be bought or sold, and provide the security

of sustained future revenues to their owner.

14
Features of a Brand

1. Be easy to pronounce, spell or remember.

2. It must be distinctive or unique.

3. It must be acceptable to new products that may be added to the

product line.

4. It must be capable of being registered and legally protected.

2.7 Brand equity.

Brand equity is the added value endowed to products. This value

may be reflected in how consumers think, feel, act with respect to the

brand, as well as the prices, market share and the profitability that the brand

commands for the firm. Brand equity is an intangible asset that has

psychological and financial value to the firm.

Brand equity can be seen from various perspectives.

1. Consumer-based Brand Equity: It can be defined as the

differential effect that brand knowledge has on consumer response to the

marketing of that brand. A brand is said to have positive customer-based

brand equity when consumers react more favourably to a product and can

15
also be said to have negative consumer-based equity if consumers react less

favourably to marketing activity for the brand under the same circumstance.

Consumer-based brand equity lies in what customers have, seen, read,

heard, learned, thought, and felt about the brand. (Kotler and Keller, 2006).

This means the power of brand lies in the customer (potential and existing)

and what they experience directly or indirectly about the brand.

Brand equity arises from differences in consumer response if no

difference, the brand name product can be classified as a generic version of

the product. Then, competition will be based on price. The differences in

response, also results from consumer’s knowledge about the brand and

consumer’s perception, preferences, and behaviour related to all aspects of

the market of a brand.

2.8 Brand Equity Models

A. Brand Asset Valuator:- This model was developed by the advertising

agency “Young and Rubicam” and according to them, there are four

components of brand equity;

 Differentiation: Measures the degree to which a brand is seen as

different from others.

16
  Relevance: Measures the breadth of a brand’s appeal.

 Esteem: Measures how well the brand is regarded and respected.

 Knowledge: Measures how familiar and intimate consumers are

with the brand.

Differentiation and relevance combine to determine the brand

strength i.e. reflecting the brand’s past and future value. Esteem and

knowledge creates brand stature which reports more on past performance.

Brand strength and brand stature can be combined to form a power grid that

depicts the stage in the cycle of brand development. Kotler, 2003.

B. Aaker Model: Aaker 2004, views brand equity as a set of five

categories of brand assets and liabilities linked to a brand that add to or

subtract from the value provided by a product or services to a firm and

customers.

The categories includes:

1. Brand loyalty

2. Brand awareness

3. Perceived quality

4. Brand association

5. Other proprietary assets

17
 Aaker sees an important concept foe building brand equity an “brand

identity”. Brand identity is a unique set of brand associations that

represents what the brand stands for and promises to customers. Brand

identity according to Aaker has four perspectives:

i. Brand as a product

ii. Brand as an organisation

iii. Brand as a person

iv. Brand as a symbol.

Aaker also conceptualizes that brand identity includes a core and an

extended identity. The core is most likely to remain constant as the brands

moves to new market while the extended identity includes various brand

identify elements, organized into cohesive and meaningful groups.

C. Brandz: Millward (2004) have developed the Brand Dynamics

Pyramid. According to this model, brand building involves a sequential

series of steps. Each step is contingent upon successfully accomplishing the

previous step and objectives at each step in ascending order is highlighted

as follows:-

 Presence: Conforming if customers know about the product.

 Relevance: Confirming if the product offers anything at all.

18
  Performance: Confirming if the product can deliver .

 Advantage: Confirming if the product offers something better than

others.

 Bonding: Confirming that nothing else beats the product.

The research shows that those at the top of the pyramid, bonded

consumers, build stronger relationships with the brand and spend more of

their expenditures on the brand than those at the lower levels of the

pyramid.

D. Brand Resonance: This model views brand building as ascending,

sequential series of step, from bottom to top:

1. Ensuring identification of the brand with customers and an association of

brand in customers’ minds with a specific product class or customer need;

2. Firmly establishing the totality of brand meaning in the minds of

customers by strategically linking a host of tangible and intangible brand

association;

3. Eliciting the proper customer responses in terms of brand related

judgement and feelings; and

4. Converting brand response to create an intense, active loyalty

relationship between customers and the brand.

19
 This model establishes six “brand building blocks” which can be

assembled in terms of a brand pyramid. The model emphasizes the duality

of brands; the rational route to brand building is the left-hand side of the

pyramid, and the emotional route on the right side.

The creation of significant brand equity involves reaching the top or

pinnacle of the brand pyramid, and will occur only if the right building

blocks are put into place. It includes;

 Brand salience: Relates to how often and easily the brand is evoked

under various purchase or consumption situations.

 Brand performance: Relates to how the product or service meets

customers’ functional needs.

 Brand judgements: Focus on customers’ own personal opinions and

evaluations.

 Brand feelings: Are customers’ emotional responses and reactions

with respect to the brand.

 Brand resonance: Refers to the nature of the relationship that

customers have with the brand and the extent to which customers

feel that they are “in sync” with the brand.

20
 Table 2.1 Brand Resonance Pyramid.

INTENSE, ACTIVE
RELATIONSHIP LOYALITY

ANCE
RESON
POSITIVE, ACCESSIBLE
RESPONSE REACTIONS

TS
EMEN

G
FEELINS
JUDG
STRONGFAVORABLE &
MEANING UNIQUE BRAND
ASSOCIATIONS

ERY
CE

IMAG
RMAN
PERFO

DEEP, BROADBRAND
IDENTITY SALIENCE AWARENESS.

Adapted from:- Kotler and Keller. Marketing Management. Pg.281.

Examples of brands with duality is “Master card” as it has both dual

advantage emphasized to the credit card through its acceptance at

establishments worldwide and an example of brand with high resonance is

apple.

2.9 Building Brand Equity

Brand equity can be built by creating the right brand knowledge

structures with the right consumers. This process depends on all brand-

related contacts (whether marketers initiated or not). Peter 1998,

21
“Marketing Research”. Viewing it from marketing management

perspective, there are three main sets of brand equity drivers:

(1). The initial choices for the brand elements or identifies making up the

brand like brand names, slogan, logos.

(2). The product and services and all accompanying marketing activities

and supporting marketing programs.

(3). Other associations indirectly transferred to the brand by linking it to

some entity e.g. a person, a place or a thing.

2.10 Measuring Brand Equity

There are two basic approaches to measuring brand equity. An

indirect approach assessing potential source of brand equity by identifying

and tracking consumer’s brand knowledge structures and a direct approach

assesses the actual impact of brand knowledge on consumer response to

different aspects of the marketing. The two general approaches are

complementary and both can be employed. Brand audits is essential for the

indirect approach while brand tracking is essential also for the direct

approach. Kotler and Keller; 2009.

22
2.11 Managing Brand Equity

Brand Reinforcement:-

A brand needs to be carefully managed so that its value does not

depreciate. Many brand leaders of years ago are still brand leaders today

(Coca-Cola, Heinz) by constantly striving to improve their products,

services and marketing.

Reinforcing brand equally requires innovation and relevance

throughout the marketing program. Marketers must introduce new products

and conduct new marketing activities that satisfy their target market. The

brand must always be moving forward in the right direction. Brands that

fail to do this loose their market leadership. Like Levi status, Kmart, what

to consider in reinforcing brands is the consistency of the marketing

support that the brand receives in kind and in cash. Failure to reinforce the

brand will diminish brand awareness and weaken brand image. Wikipedia,

2009.

2.12 Choosing Brand Elements

Brand elements are those trademarkable devices that serve to

identify and differentiate the brand. Most strong brands employ multiple

23
brand elements. Like Nike has a distinctive logo “swoosh”, the

empowering slogan “Just do it” and the mythological name “Nike” based

on their victory. Brand elements can be chosen to build as much brand

equity as possible. Wikipedia 2009.

Criteria for Choosing Brand Element

1. Memorable: Knowing how easily the brand element is recalled,

how it is easily recognized. Short brand names can be useful here

e.g. Omo.

2. Meaningful: Knowing to what extent is the brand element

credible, knowing if it suggests something about a product

ingredient or considering the meaning of the brand name.

3. Likeability: Knowing how appealing the consumers find the

brand element. Knowing if the product is visually or verbally

likeable.

4. Transferable: Determining if the brand element can be used to

introduce new products in the same or different categories.

Knowing to what extent does the brand elements add to brand

equity across market segments.

24
 5. Adaptable: Getting to know how adaptable and updatable in the

brand element.

6. Protectable: Knowing how legally protectable is the brand

element, how competitively protectable

The above six criteria can be classified into two. The first three can be

characterized as “brand building” in terms of how brand equity can be built

through the judicious choice of a brand element. The latter three are more

“defensive” and are concerned with how the brand equity contained in a

brand element can be leveraged and preserved in the face of different

opportunity and constraint.

2.13 (A) Brand Audits

Brand audits are conducted to better understand the brand. A brand

audit is a consumer-focused exercise that involves a series of procedures to

access the health of the brand, uncover its sources of brand equity and

suggest ways to improve its equity. (Laurel “Brand Audits Reshaping

Images”, pg 38 - 41, 1996 revised 2003).

The brand audit can be used to set strategic direction for the brand

and such strategic analysis can be used by the marketer to develop a

25
marketing program to maximize long-term brand equity. A brand audit

requires the understanding of sources of brand equity from the perspective

of both firm and the consumer. From the perspective of the firm, it is

necessary to understand what kinds of products are currently being offered

to consumers and how they are being marketed and branded. From the

perspective of the consumer, it is necessary to reveal the true meaning of

brands and products to the consumer. Brand audits consist of two steps:-

(1) Brand Inventory: The purpose of brand inventory is to provide a

current profile of how all the products sold by the company are

marketed and branded. This information should be accurate,

comprehensive and timely, and summarized in both visual and

verbal form. Kotler and Keller, 2006 “Marketing Management”

Pg. 289.

(2) Brand Exploratory: It is a research activity conducted to

understand what consumers think and feel about the brand and its

correspondent product category to identify sources of brand

equity. Brand exploratory can also be used to interview company

personnel to know their beliefs about consumer perceptions.

26
 The preliminary research may yield useful findings and suggest certain

hypothesis but they are often incomplete until when additional research

may be required to better understand how customers use the product and

what they think about the different brands.

For instance, “Duracell” learned that people had trouble when removing

a tab from its hearing aid batteries and it introduced a new product “Easy

tab”.

2.14 (B) Brand Tracking

Tracking collects information from consumers on a routine basis

overtime. Tracking employs quantitative measures to provide marketers

with current information about their brands and marketing programs are

performing. Tracking is a means of understanding where, how much, and

what ways brand value is being created.

Tracking helps managers by providing consistent information to

facilitate their operational decisions.

2.15 (C) Brand Valuation

Brand valuation deals with the job of estimating the total financial

value of the brand. Companies like Nestle base their growth on acquiring

and building rich brand portfolios in the world’s largest food company.

27
 Table 2.2 displays the world’s most valuable brands in 2009

according to Interbrand Ranking.

The world’s ten most valuable brands in 2009

RANK BRAND 2004 BRAND VALUE (BILLIONS)

1. Google $101.4
2. Microsoft $77.3
3. Coca-Cola $68.5
4. IBM $67.5
5. McDonald $67.3
6. Apple $63.9
7. China Mobile $62.2
8. GE $59.9
9. Vodafone $50.2
10. Marlboro $50.1

Table 2.2 Adapted from; Online source; Google, 2009

2.16 Branding

Kotler and Keller (2006) explains branding as endowing products

and services with the power of a brand. It is all about creating differences.

For branding strategies to be successful and brand value to be created,

customers must be convinced that there are meaningful differences among

28
brands in the product category. Consumers must not think that all brands in

the category are the same.

Branding can be applied everywhere a consumer has a choice.

Physical goods, a service, a store, a person, a place, an organisation, or an

idea, can be branded.

2.17 Branding Approaches

1. Company name : Using only the company name for branding in this

case, a very strong brand name is given to a range of products e.g.

Mercedes-Benz or a range of subsidiary brands e.g. Cadbury Dairy

Milk.

2. Individual branding : Each brand has a separate name which may

even compete against other brands from the same company e.g.

Omo, Surf by Unilever.

3. Attitude branding : Naomi 2000, describes attitude branding as a

fetish strategy. it is the choice to represent a larger feeling, which is

not necessarily connected with the product or consumption of the

product. e.g. Apple Inc, Nike.

29
4. Iconic brands : Having aspect that contribute to consumers’ self

expression and personal identity. Identity brands are those whose

value to consumers comes primarily from having identity value.

Some of these brands have strong identity that they become “cultural

icons” which makes them “iconic brands” e.g. Nike.

Holt 2004 states four key elements to creating iconic brands:-

1. Necessary conditions: The performance of the product must be

preferably with a reputation of having a good quality

2. Myth taking: A meaningful story must be fabricated and these must

be seen as legitimate and respect by customer for stories to be

accepted.

3. Cultural contradictions: A difference with the way consumers are

and how they wish they were.

4. The cultural brand management process: Actively engaging in the

myth-making process making sure the brand management its

position as an icon.

5. “No brand” Branding: this means “No Label”. Here product are

branded. It means that little is spent on advertisement or classical

30
 branding is therefore actually branding as the brand is made

conspicuous through its absence.

6. Derived brands: In this case, supplier of key component used by a

number of suppliers of the end-product may wish to guarantee its

own position by promoting the component as brand in its own right.

The most recent example is Intel which secures its position in the PC

market with the slogan “Intel Inside”.

2.18 Product: Definition

A product is anything that can be offered to a market to satisfy a

want or need. Product includes physical goods services, experiences,

events, persons, places, properties, organizations, information and ideas.

Wikipedia, 2009.

2.19 Product Classification

Marketers have traditionally classified products on the basis of

characteristics.

(1) Durability and Tangibility: Products can be classified under these

characteristics into three groups:

31
(a) Non-durable goods: They are tangible goods normally consumed

since these products are consumed quickly and purchased frequently, they

should be made available in many locations, charge a small price and

advertise heavily.

(b) Durable goods: They are tangible goods that normally require more

personal selling, command a higher margin and require more seller

guarantees.

(c) Services: They are intangible, inseparable, variable and perishable

products. They require more quality control, supplier credibility and

adaptability e.g. legal advice.

(2) Consumer Goods: This can be distinguished by convenience

shopping, specialty and unsought goods.

(a) Convenience Goods: Consumers usually purchase convenience

goods frequently, immediately and with a minimum effort e.g. soap.

Convenience goods can be subdivided into:-

- Staples: are goods consumers buy on regular basis.

- Impulse goods: are purchased without any planning or search effort

e.g. magazines

32
- Emergency goods: are goods purchased when the need is urgent e.g.

umbrellas.

Manufacturers of impulse and emergence goods will place them in

those places where consumers are likely to have an urge or need to

purchase.

(b) Shopping goods: are goods that the consumer, in the process of

selection and purchase, compares on the basis of suitability, quality, price

and style e.g. furniture. Shopping goods can be further subdivided into:-

 Homogenous Shopping goods: They are goods that are

similar in quality but different in price to justify comparism.

 Heterogeneous Shopping goods: They are goods that differ in

product features and services that may be more important

than price.

Sellers of heterogeneous shopping goods ensure satisfying individual tastes

and must have well-trained sales people to inform and advise customers.

(c) Specialty goods: are goods that have unique characteristics or brand

identification for which a sufficient number of buyers are willing to make a

special purchasing effort e.g. men’s suit.

33
(d) Unsought goods: they are goods that the consumer does not know

about or does not normally think of buying e.g. life assurance, unsought

goods requires advertising and personal selling.

(3) Industrial Goods: They can be classified in terms of how they are

used in production process and their relative costliness. Industrial goods

can be divided into three:

a. Materials and Part: are goods that enter the manufacturer’s

product completely. This subdivision falls into two categories; component

materials and component parts. Price and supplier reliability are key

purchase factors for component materials, component parts enters the

finished product with no further change in form.

(b) Capital items: are long-lasting goods that facilitate developing or

managing the finished product.

(c) Supplies and business services: are short-term goods and services

that facilitate developing or managing the finished products.

2.20 Product Levels: The Customer Value Hierarchy

34
 Marketers need five product levels in planning its marketing

offering. Each level adds more value and the combination of all the five

levels constitute a customer value hierarchy (Kotler, 2006).

(1) Core benefit: It is the fundamental level. It means the benefit of

the service the customer is really buying. A core product is a

tangible product. For instance, the benefit of a car is convenience

and speed.

(2) Basic product: In this second level, the marketer has to turn the

core benefit into a basic product. For instance, the benefit of

getting a hotel is rest and sleep and the basic product is what is

contained in the hotel like bed, bathroom e.t.c.

(3) Expected product: Here, marketers prepare an expected product.

A set of attributes and conditions buyers normally expect when

they purchase this product. For instance hotel guests expects

clean facilities and a degree of quietness since many hotels can

render this service, the traveler will settle for whichever hotel is

most convenient or least expensive.

(4) Augmented product: At the fourth level, marketer prepares an

augmented product that exceed customers expectations.

35
2.21 Differentiation of Products

Products must be differentiated to be branded. Some products allow

little variation e.g. aspirin and some are capable of high differentiation such

as automobiles. Kotler, 2006.

Product differentiation includes:-

(1) Form: Products can be differentiated in form of the size, shape or

physical structure of the product. Like aspirin can be

differentiated by dosage, size, colour, action time e.t.c.

(2) Features: Many products have varying features that supplement

its basic functions. A company can identify and select new

features by surveying recent buyers and then calculating

customer value versus company cost for each potential features.

(3) Performance quality: It is the level at which the product’s

primary characteristics operate. The manufacturer must design a

performance level appropriate to the target market and

competitor’s performance levels. A company must also manage

performance quality through time. Continuous improving of the

product can produce the high returns and market share.

36
(4) Conformance quality: It is the degree to which all the produced

units are identical and meet the promised specifications. In low

conformance quality, the product will disappoint some buyers.

(5) Durability: It is a measure of the product’s expected operating

life under natural conditions. Buyers will generally want to pay

more for a durable product. The extra price charged on such

product must not be excessive and the product must not be

subject to rapid technological obsolescence.

(6) Reliability: It is a measure of the probability that a product will

not malfunction or fail within a period of time. Buyers will be

willing to pay more for reliable products.

(7) Repairability: It is a measure of the ease of fixing a product when

it malfunctions or fails. Ideal repairability would exist if users

could fix the product themselves with little cost in money or

time.

(8) Style: It describes how the product looks and feel to the buyer.

Style creates distinctiveness that is difficult to copy but strong

style does not mean high performance. For instance car buyers

37
 pays more to buy Jaguars because of their extraordinary look but

it does not mean the car is reliable or durable.

2.22 The Product Life Cycle

A company’s positioning and differentiation strategy must change as

the product, market and competitors change. The product life cycle is to

assert four things:-

(1) Product have a limited life.

(2) Product sales pass through distinct stages, each giving different

challenges, opportunities and problems to the seller.

(3) Profits rise and fall at different stages of the product life cycle.

(4) Products require different marketing, financial, manufacturing,

purchasing and human resource strategies in each life-cycle stage.

Product Life Cycle Diagram

38
d
u
ro
tS
a
le
s cP

-
-

Introduction Growth Maturity Decline

Table 2.3: Adapted from Marketing Management, Kotler and Keller,

2006.

Product development is the incubation stage of the product life

cycle. There are no sales and the firm prepares to introduce the product. As

the product progresses through its life cycle, changes in the marketing mix

are required.

Introduction Stage

When the product is introduced, the sales will be low until

customers become aware of the product and its benefits. Advertising costs

are high during this stage in order to increase customer awareness of the

product. Firms’ incures additional costs and sales volume is usually low.

This makes the introduction stage a period of negative profits.

The goal of the introductory stage is to establish a market and build

primary demand for the product.

39
 Some of the marketing mix implications of this stage include:

(1) Product: One or few relatively, undifferentiated product.

(2) Price: Generally high, assuming a skin pricing strategy for a high

profit margin as the early adopters buy the product and the firm

seeks to recoup development costs quickly. In some cases a

penetration pricing strategy is used and introductory prices are

set low to gain market share rapidly.

(3) Distribution: Distribution is selective and scattered, as the firm

commences implementation of the distribution plan.

(4) Promotion: Promotion is aimed at building brand awareness.

Samples or trial incentives may be directed toward early

adopters. The introductory promotion also is intended to

convince potential resellers to carry the product. Kotler, 2006,

Online Source, Google 2009.

Growth Stages

The growth stage is a period of rapid revenue growth. Sales increase

as more customers become aware of the product and its benefits and

additional market segments are targeted. Once the product has been proven

40
a success and customers begin asking for it, sales will increase further as

more retailers becomes interested in carrying it. The marketing team may

expand the distribution at this point. When competitors enter the market,

often during the later part of the growth stage, there may be price

competition and increased promotional costs in order to convince

consumers that the firm’s product is better than that of the competitors.

The goal of this stage is to gain consumer preference and increase

sales.

Product: New product features and packaging options, improving product

quality.

Price: Maintained at a high level if demand is high, or reduced to capture

additional customers.

Distribution: Distribution becomes more intensive. Trade discounts are

minimal if resellers show a strong interest in the product.

Promotion: Increased advertising to build brand preference. Kotler 2006,

online source, Business news.com 2010.

Maturity Stage

The maturity stage is the most profitable. While sales continue to

increase into this stage, they do so at a slower pace. Because brand

41
awareness is strong, advertising expenditure will be reduced. Competition

may result in decreased market share and prices. The competing products

may be very similar at this point, increasing the difficulty of differentiating

the product. The firm places effort into encouraging competitors’ customers

to switch increasing usage per customer, and converting non-users into

customers. Sales promotions may be offered to encourage retailers to give

the product more shelf space over competing products.

The primary goal in this stage is to maintain market share and extend

the product life cycle. Marketing mix decisions may include:

Product: Modifications are made and features are added in order to

differentiate the product from competing products that may have been

introduced.

Price: Possible price reductions in response to competition to resellers in

order to avoid losing shelf space.

Promotion: Emphasis on differentiation and building of brand loyalty.

Incentives to get competitors’ customers to switch. Kotler 2006, Online

Source, Google 2009.

Decline Stage

42
 Eventually sales begin to decline as the market becomes saturated,

the product becomes technologically obsolete, or customer tastes change. If

the product has developed brand loyalty, the profitability may be

maintained longer, unit costs may increase with the declining production

volumes and eventually no more profit can be made.

The firm has three options in the decline process:

- Maintain the product in hopes that competitors will exist. Reduce

costs and find new uses for the product.

- Harvest it, reducing marketing support and coasting along until

no more profit can be made.

- Discontinue the product when no more profit can be made or

there is a successor product.

The marketing mix in this stage is as follows:-

Product: The number of products in the product line may be reduced.

Rejuvenate surviving products to make them look new again.

Price: Prices may be lowered to liquidate inventory of discontinued

products. Prices may be maintained for continued products serving a niche

market.

43
Distribution: Distribution becomes more selective. Channels that are no

longer profitable are phased out.

Promotion: Expenditures are lower and aimed at reinforcing the brand

image for continued products. Kotler and Keller, 2006; Online Source,

Wikipedia, 2009.

Limitations of the Product Life Cycle

“Life cycle” implies a well defined life cycle as observed in living

organisms, but products do not have such a predictable life and the specific

life cycles curves followed by different products vary. The life cycle

concept is not well-suited for the forecasting of product sales. Furthermore,

the product life cycle may become self-fulfilling if for instance, sales peak

and then decline, managers may conclude that the product is in the decline

phase and therefore cut the advertising budget, thus precipitating a further

decline.

(9) The product life cycle concept helps marketing managers to

plan alternate marketing strategies to address the challenges that

their products are likely to face. It is useful for monitoring sales

results over time and comparing them to those of products having

a similar life cycle. Wikipedia, 2009.

44
2.23 Product Service System

A product service system also known as a function oriented business

model, is a business model, developed in academia, that is aimed at

providing sustainability of both consumption and production. Kotler, 2006,

Google.

Product service system are when a firm offers a mix of both

products and services. Van Halen defined it as “a marketable set of

products and services capable of jointly fulfilling a users needs”. Keller

2003.

Types of Product Service System

(1) Product Oriented Product Service System: Where ownership of

the tangible product is transformed to the consumer but

additional services are provided.

(2) User Oriented Product Service System: Where ownership of the

tangible product is retained by the service provider, who sells the

functions of the product through modified distribution and

payment system such as sharing pooling and leasing.

45
 (3) Result Oriented Product Service System: Where products are

replaced by services, such as voicemail replacing answering

machines.

2.24 Impact of Product Service Systems

Product service systems will improve eco-efficiency by enabling

new and radical ways of transforming the “product-service mix” that satisfy

consumer demands whilst also improving the effects upon the environment.

Helen et al (2005), states that the knowledge of product service

system enables both governments to formulate policy with respect to

sustainable production and consumption patterns, and companies to

discover directions for business growth, innovation, diversification and

renewal.

2.25 Product System and Product Mixes

A product system is a group of diverse but related items that

function in a compatible manner. A product mix, also called product

assortment, is the set of all products and items a particular seller offers for

sale. The product mix consists of various product lines. A company’s

46
product mix has a certain width, length, depth and consistency. Wikipedia,

2009.

(1) The width of a product mix refers to how many different product

lines the company carries.

(2) The depth of a product mix refers to the total number of items in the

mix.

(3) The width of a product mix refers to how many variants are offered

of each product in the line.

(4) The consistency of the product mix refers to how closely related the

various product lines are in and use, production requirements, distribution

channels, or some other way. Lines are less consistent as far as they

perform different functions for the buyers.

These four product mix dimensions permits the company to expand

its business in four ways. It can add new product lines, thus widening its

product mix. It can lengthen each product line. It can add more product

variants to each product and deepen its product mix. And finally, it can

pursue more product line consistency.

To make any of these products or brand decision, it is useful to

conduct product-line analysis.

47
2.26 Product Hierarchy

The product hierarchy starts from basic needs to particular item that

satisfy those needs.

The six hierarchy of product is identified below using life assurance

as an example.

(1) Need Family: It is the core need that underlies the existence of a

product family e.g. security.

(2) Product Family: It comprises of all the product classes that can

satisfy a core need with effectiveness e.g. savings and income.

(3) Product Class: A group of products within the product family

that is recognized as having a certain function coherence. It is

also known as product category e.g. financial instruments.

(4) Product Line: A group of products within a product class that are

closely related because they perform a similar function, are sold

to the same customer groups, are marketed through the same

channels, or fall within the same price ranges. Product line may

comprise of different brands, or a single family brand or

individual brand that has been line extended e.g. life assurance.

48
 (5) Product Type: A group of items within a product line that share

one of several possible forms of the product e.g. term life

assurance.

(6) Item (product variant): A distinct unit within a brand or product

line distinguishable by size, price, appearance or other attributes

e.g. prudential renewable term life assurance. (Wikipedia, 2009).

2.27 Product Packaging

Most physical products have to be packaged and labeled. Packaging

can be referred to as the activities of designing and producing the container

for a product. Packaging can be classified into primary package (in a

bottle), secondary package (in a cardboard box) and shipping package.

Well packaged products create convenience and promotional value.

The package is the buyer’s first encounter with the product and can turn the

buyer on or off.

The objective of packaging from the perspective of both the firm and

consumers includes:

(1) Identify the brand

(2) Convey descriptive and persuasive information

49
 (3) Facilitate product transportation and protection.

(4) Assist at home storage

(5) Aid product consumption

To achieve the marketing objectives for the brand and satisfy the

desires of consumers, the components of packaging must be chosen

correctly i.e. size, shape, material, colour, text and graphics.

Also, various packaging elements must be harmonized with decision

of pricing, advertising and other marketing program.

After the product gas been packaged, it must be tested. Test may be

in form of engineering test conducted to ensure that the package stands up

under normal conditions, visual test to ensure that the script is legible and

the colour is harmonious, dealer test to ensure that dealers find the

packages attractive and easy to handle and finally consumer test to ensure

favourable consumer response. (Kotler, 2006, Online source; Google,

2009).

2.28 Product Labeling

50
 Seller must label the products in either a simple tag attached to the

product or a designed graphic that is part of the package. The label may be

only the brand name or with other information.

The functions of labels includes:

(1) Labels identifies the product

(2) Labels might grade the product

(3) Labels might describe the product

(4) Labels might promote the product

The Federal Trade Commission Act of 1914, the Fair Packaging and

Labeling Act of Nigeria (1967), the Food and Drug Administration, are

laws guiding how products are labeled.

2.29 Warranties and Guarantees of a Product

Warranties are formal statements of expected product performance

by the manufacturer. Products under warrantee can be returned to the

manufacturer or designed repair center for repair, replacement or refund.

Warranties can be either express or implied but are legally enforceable;

warranties may be general, specific or extraordinary warrantee.

51
 Guarantee reduces the buyer’s perceived risk. It suggests that the

product is of high quality and that the company is dependable. This enables

the company to charge higher price than a competitor who is not offering

guarantee. Guarantees are most effective where the company or the product

is not well known and where the product’s quality is superior to the

competition.

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 CHAPTER THREE

3.0 Methodology

3.1 Introduction

The focus of this chapter is the research methodology. It highlights

the following subunits; research design, research hypothesis, data

specification, sampling including sampling frame, methods of data

collection and analysis,and limitation of the study.

The problem under research determines the appropriate

methodology for any research. The main focus of this research is the impact

of brand management as a tool for product growth and development with

emphasis on Unilever Nig. Plc. as a case study.

The population of the study is the wholesalers of Unilever Nig. Plc.

in Kwara State and exploratory research design is used to obtain vital

information from the respondents.

3.2 Historical Background Of Unilever

Unilever Nig. Plc. was incorporated as Lever Brothers (West Africa)

Ltd. on 11th April, 1923 by Lord Leverhulme, who has since the 19th

53
century, been greatly involved with the soap manufacturing organisations

in Nigeria.

After several mergers and acquisitions, the company diversified into

manufacturing and marketing of foods, non-soapy detergents and personal

care products. These mergers brought in Lipton Nigeria Ltd. on 1985,

Cheese rough Ponds Industries Ltd in 1988. The company changed its

name to Unilever Nigeria Plc. in 2001. Unilever Nig. Plc. is a public

liability company quoted on the Nigerian Stock Exchange since 1973 with

Nigerians currently having 49% of equity holdings. The long-term success

of this business stems from the strong.

Unilever is a Dutch-British multinational corporation that owns

many of the world’s consumer product brands in foods, beverages, clearing

agents and personal care products. Unilever employed 174,000 people and

had a worldwide revenue of £40.5 billion in 2008.

Unilever is a dual-listed company consisting of the Netherlands and

Unilever Plc. In London, United kingdom. Both Unilever companies have

the same directors and effectively operate as a single business. The current

non-executive chairman of Unilever Plc is Michael Treschow while Paul

Ploman is group Chief Executive Officer (CEO).

54
Unilever’s main competitors include Procter and Gamble, Nestle, Danone

Kraft foods, S.C Johnson and son, Reckitt Benckiser, and Hankel.

Unilever was created by the amalgamation of the operations of

British soap market Lever Brothers and Dutch margarine producer,

margarine line, a merger as palmoil was a major raw material for both

margaines and soaps and could be imported more efficiently in larger

quantities.

By 1980, soap and edible fats contributed just 40% of profits,

compared with an original 90%. In 1984 the company bought the brand

BrookeBond (maker of PG Tips tea).

In 1987, Unilever strengthened its position in the world skin care

market by acquiring Chesebrough ponds, the maker of Ragu Ponds,

Aquanet, Cutex Nail Polish and Vaseline. In 1989, Unilever bought Calvin

Klein cosmetics, Faberge, and Elizabeth Arden, but the latter was later sold

(in 2000) to FFI Fragrances.

In 1996 Unilever purchased Helene Curtis Industry, giving the

company “a Powerful new presence in the limited states shampoo and

deodorant market”. the purchase brought Unilever the ruave and finesse

hair care product brands and degree deodorant brand.

55
 Unilever owns more than 400 brands as result of acquisitions,

however , the company focuses on what are called the “Billion Dollar

brands”, 13 brands which each achieve annual sales in excess of € 1billon.

Unilever’s top 25 brands account for more than 70% of sales. The brands

fall almost entirely into two categories: food and beverages, and home and

personal care.

Unilever is the world’s biggest ice cream manufacturer with an

annual turnover of € 5 billion . In 2000, the company absorbed the

American Business Bert Foods, strengthening its presence in North

America and extending its portfolio of foods brands. In April 2000, it

brought both Ben & Jerry’s and Slimfast. the company is fully

multinational with operating companies and factories on every continent

and research laboratories at Colewort and Port sunlight in England,

Mardinge in the Netherlands; Trumbull, Connecticut, and Eaglewood cliffs,

Newjersey in the United States; Bangalore in India and shanghai in China.

The US division continued to carry the “Lever Brothers” name until

the 1990s, when it adopted the parent company’s moniker. The American

unit now has headquarters in Newjersey and not in New York city.

56
 The company is said to promote sustainable agriculture programme

in 1998. In may 2007, it became the first tea company to commit to

sourcing all its tea in a sustainable manner , employing the Rainforest

Alliance, an international environmental Non-governmental organisation,

to certify its estates in East Africa, as well as Third-party suppliers in

Africa and other parts of the world it declared its aim to have all Lipton

yellow label and PG Tips tea bags sold in Western Europe Certified by

2010, followed by all Lipton tea bags globally by 2015.

3.3 Research Hypothesis

Hypothesis is explained as the statement created by a researcher

when they speculate upon the outcome of a research. (Encyclopaedia,

2009). There are basically two types of hypothesis which are; null and the

alternative hypothesis. The null hypothesis predicts no difference between

comparison groups or association among tested variables while the

alternative hypothesis predicts either a simple difference or a difference in a

particular direction.

In other to achieve the objectives of the research, the underlisted null

hypothesis were subjected to empirical testing:-

57
 (1) Ho :- Brand management is not essential for product growth and

development.

(2) Ho :- Brand management does not affect the satisfaction of

consumers positively.

(3) Ho :- There is no positive relationship between branding and sales

of products.

3.4 Data Specification

In this research, primary is required and collected. Primary data is

collected through the issuance of questionnaire administered to the

wholesalers of Unilever Nig. Plc. And this data is suitable for the statistical

analysis involved. The questionnaire obtained information about dependent

and independent variables. The dependent variable is ‘product growth’

while the independent variable is ‘branding’. The variables as examined in

this research that will imply that a product is growing includes sales,

product distinctiveness, consumer satisfaction, and price. These variables

are measured against ‘branding’ in this research to know the level of

relationship.

58
 Also, books and periodicals, published reports, magazines, library

researches are used where necessary.

3.5 Sampling Including Sampling Frame

In this study, the wholesalers of Unilever Nig. Plc. are the target

population . The three strategic areas where wholesalers dominate in Ilorin,

Kwara state are:- Oja Titun, Oja Oba and Yoruba road market.

Questionnaire drawn for 100 respondents (for the sample to be

representative) is used for the research.

Hence, 50 respondents was selected at Oja Oba, because the market

has the largest number of wholesaler, 30 at Oja Titun and 20 at Yoruba

road market.

Convenience sampling technique is used to gather information from

the respondents which means all the units of the population had equal

chance of selection. This technique is preferred from others because it

saves time, cost, it is convenient, and it is free from bias.

5 years time frame is examined in the research because the cost of

gathering information is prohibitive and for the accuracy of information to

be justifiably enhanced. The selected markets chosen for the research are

59
due to large number of wholesalers of Unilever Nig. Plc. present in

compare to other markets.

3.6 Methods of Data Collection

The instrumentation used in this research is questionnaire. A

questionnaire is a series of relevant questions which is usually used to elicit

information from the target population of a given study (Oxford Dictionary

2006). The questionnaire contained structured and non-distinguished

formal list of direct questions, that is closed ended and classified into two

sections. The first section is used to gather the personal data of the

respondents and is titled ‘Personal Data’ while the second section which is

titled ‘Branding as a tool for product growth and development’, contained

questions related to the research work. The questionnaire was distributed to

the wholesalers of Unilever Nig. Plc. to generate data that is used for the

statistical analysis involved in this research . This technique was adopted

because of its reliability and ease of response from the respondents.

Theoretical background information was collected through review of

related literature on management and product growth and development.

Online source is also used where necessary.

60
3.7 Methods of Data Analysis

Simple regression analysis is used to analyse the obtained data from

the study. Regression analysis is the technique used to analyse the

relationship between dependent and independent variable(s). It helps to

explain how the value of the dependent variables changes when the

independent variable vary.

In this research work, ‘branding’ is the independent variable while

the level of sales, price, distinctiveness, and consumer satisfaction are the

dependent variables. Therefore, this research examined how effective

branding of a product will affect the level of sales of the wholesalers of

Unilever Nig. Plc.

Conclusively, regression analysis and correlation is used to ascertain

whether or not brand management is a tool for product growth and

development. The regression equation includes:

Y = a + bx

r= n∑xy – ∑x∑y

[n∑X2- (∑X)2) (n∑y2-∑y)2]

where r = the correlation coefficient.

x = the independent variable.

61
 y = the dependent variable

n = the number of years under observation.

3.8 Methodological Limitations

A good brand serves to enhances a sound infrastructure with a solid

reputation. Branding cannot provide a quick fix to a company’s problems

or compensate for any shortcomings. Branding will help very little if the

company’s internal operation and cultural personality are opposite what the

company is trying to convey to the outside audience. The company’s

internal personality is as important as its external message. The average

customer is not going to purchase a product or service without feeling

comfortable with a company offering it.

Consumers are on the look out for companies that outright lie. If the

public finds out that it has been achieved, the company in question will

have to deal with a blackmail and the damage may be permanent. The best

way to maintain good public relations during the branding process is to run

an ethical business. Public relation involve sharing information with the

public, and that creates problems when the company have something to

hide.

62
 The company should make sure that it is running its brand in a way

that requires it not to keep secretes from any of its company does not live

up to consumer expectation negative words of mouth will eventually be its

undoing. An eye-catching logo that represents an uninspired company or a

substandard product will be quickly sniffed out by buyer, in this case,

branding can work to drive customer away.

63
 CHAPTER FOUR

4.0 Data Presentation Analysis And Interpretation

4.1 Introduction

This chapter shows the presentation interpretation and analysis of

the data collected in the field survey by the means of questionnaire

administration to show the effectiveness and impact of brand management

as a tool for product growth and development.

A set of hypothesis is tested using the result of the regression

analysis and analysis of variance. Due to the limitation which hindered a

proper application of the required methodology, 100 copies of the

questionnaire is administered and 91 copies were duly completed and

returned. Data analysis is then done on the completed questionnaires.

4.2 Data analysis and presentation frequency.

SECTION A:- Demographic characteristics of respondents

1 SEX SEX FREQUENCY %

Male 36 39.5

Female 55 60.5

Total 91 100

64
 2 AGE RANGE FREQUENCY %

21-30yrs 10 11.5

31-40 yrs 17 19

41-50yrs 45 49.5

51and above 18 20

Total 91 100
3 MARITAL STATUS FREQUENCY %

STATUS Single 14 15.5

Married 60 65.4

Divorced 10 11

Widowed 7 8

Total 91 100
4 EDUCATIONAL LEVEL FREQUENCY %

STATUS SSCE 32 35

Diploma or 22 24

GCE 19 21

HND 18 20

Others 91 100

Total
5 FREQUENCY OF RANGE FREQUENCY %

65
 OPENING STORE 1-5hrs 17 18

6-10hrs 59 65

More than 10 15 17

hrs 91 100

Total

Table 4.2.1 Source: Questionnaire Administered, 2010.

The data in table 4.2.1 is obtained from the questionnaire collected

from the wholesalers of Unilever Nig. Plc.

Table 4.2.1 shows that the majority of the respondents were female

who were 55 in number and 60.5 in percentage while the remaining 39.5%

were male who were 36 in number. It further shows that 10 (11.5%) fall

within the age range of 21-30 years, 17 (19%), in the age range of 31 to 40

years, 45 (49.5%) fall into the range of 41 to 50 years, and 18 (20%) falls

into the range of 51 years and above. Table 4.2.1 also reveals that majority

of the respondents are married who were 60 in number and 65.4 in

percentage. 14 respondents were single which constitutes 15.5%, 10 (11%)

were divorced while 7 were widowed which is 8%. The table further

66
explains the education qualification of the respondents. 32 (35%)

respondents have SSCE, 22 respondents have HND qualification, while the

respondent that has other different qualification equate 20% of the

population. The frequency the wholesalers open their store shows that 59

respondents opens their store for 6 to 10 hours which constitutes 65% of the

population, 17 (18%) respondents opens their store for 1 to 5 hours while

15 (17%) respondents open their store for more than 10 hours .

The illustration about the qualification of respondents in table 4.2.1

of the questionnaire. The second section is analysed using regression

analysis, analysis of variance, and correlation and is explained in the tables

below.

Regression

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .109 a .012 .001 .841
a. Predictors: (Constant), Branding

67
 ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression .756 1 .756 1.070 .304a
Residual 62.914 89 .707
Total 63.670 90
a. Predictors: (Constant), Branding
b. Dependent Variable: Price

a
Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.939 .215 9.008 .000
Branding -.122 .118 -.109 -1.034 .304
a. Dependent Variable: Price

Table 4.2.2 Source: SPSS

Table 4.2.2 shows the summary of the fitted models (branding and

price) with r2 value of 0.012 or 12%. This gives 12% variability in price as

being explained by branding. The small percentage value of 12% shows

that the relationship between price and branding is not adequate.

Also, the test of significance is done through ANOVA table. The

“F” calculated is 1.070 and from the statistical “F” table, the “F” value,

F1,89,0.05 = 3.95. This means that the relationship between branding and

68
price is not significant at 0.05 level of significance. The implication is that,

for this research work, it is concluded that branding does not affect the

price of products of Unilever Nig. Plc.

The coefficient of the fitted model branding and price shows price =

1.939, -0.122 branding. This means that branding is negatively related to

price meaning that price decrease even at a level of increase in branding.

Regression

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .411 a .169 .159 .823
a. Predictors: (Constant), Branding

ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression 12.250 1 12.250 18.074 .000 a
Residual 60.322 89 .678
Total 72.571 90
a. Predictors: (Constant), Branding
b. Dependent Variable: Sales

69
 a
Co efficien ts

Unstandardized Standardized
Coefficients Coefficients
M odel B Std. Error Beta t Sig.
1 (Constant) 3.468 .211 16.450 .000
Branding .493 .116 .411 4.251 .000
a. Dependent Variable: Sales

Table 4.2.3 Source: SPSS.

Table 4.2.3 shows the summary of the fitted model (branding and

sales) with the r2 value of 0.169 or 16.9%. This gives 16.9 percent

variability in sales as being explained by branding. The percentage value of

16.9% shows that the model is adequate meaning that as gathered from the

research, branding affects the level of sales. The test of significance of the

fitted model shows that the “F” calculated is 18.074 and the “F” tabulated

F1,89,0.05 = 3.95. Since the calculated “F” value (18.074) is greater than

“F” tabulated (3.95), this implies that branding affects sales of products of

Unilever Nig. Plc. The coefficient of the fitted model shows (sales = 3.468,

0.493 branding). This implies that at 0.493 increase in the level of

branding, it affects sales by 3.468 increase which means that sales is

significantly related to branding.

70
Regression

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .088 a .008 -.003 2.191
a. Predictors: (Constant), Branding

ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression 3.356 1 3.356 .699 .405a
Residual 427.369 89 4.802
Total 430.725 90
a. Predictors: (Constant), Branding
b. Dependent Variable: Consumer Satisfaction

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 12.088 .561 21.542 .000
Branding .258 .309 .088 .836 .405
a. Dependent Variable: Consumer Satisfaction

Table 4.2.4 Source: SPSS

Table 4.2.4 shows the summary of the fitted model (branding and

consumer satisfaction) with r2 value of 0.08 which gives 8% variability in

71
consumer satisfaction as being explained by branding. The small

percentage shows that the relationship between branding and consumer

satisfaction is not adequate. The ANOVA table shows the level of

significance of the model. “F” calculated value is 0.699 and from the

statistical “F” table, the “F” tabulated” F1,89,0.005 = 3.95. Since the “F”

calculated is less than the “F” tabulated, the null hypothesis will be

accepted and the alternative hypothesis will be rejected. The coefficient of

fitted model (brand and consumer), from the table, the model is consumers

satisfaction 12.088:0.258 branding . This implies that at 0.258 level of

branding, it affects consumer satisfaction by an increase of 12.088 which

means that consumer satisfaction is significantly related to branding.

Regression

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .202 a .041 .030 1.273
a. Predictors: (Constant), Branding

72
 ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression 6.160 1 6.160 3.800 .054 a
Residual 144.258 89 1.621
Total 150.418 90
a. Predictors: (Constant), Branding
b. Dependent Variable: Distinctiveness

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 4.140 .326 12.699 .000
Branding -.349 .179 -.202 -1.949 .054
a. Dependent Variable: Distinctiveness

Table 4.2.5 Source: SPSS

Table 4.2.5 shows the summary of fitted model with r2 value of

0.041 which is 4% variability in distinctiveness as being explained by

branding. The small percentage shows that there is inadequate relationship

between branding and product distinctiveness. It further explains the

significance of the fitted model through the ANOVA table. The “F”

calculated is 3.8 and “F” tabulated F1,89,0.05 is 3.95. Since the calculated

73
“F” value is less than the tabulated “F” value (3.85,3.96), therefore, the

model is not significant at 0.05 level of significance which implies that

based on this research, branding does not affect the level of distinctiveness

of the products of Unilever Nig. Plc.. The table also shows the coefficient

of the fitted model. The model is distinctiveness 4.140: - 0.349 branding

which implies that branding is negatively related to product distinctiveness

in such a way that as the level of branding increases, based on this

research, the level at which the products of Unilever Nig. Plc differs from

other products reduces.

Regression

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .075 a .006 -.006 2.805
a. Predictors: (Constant), Branding

74
 ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression 3.923 1 3.923 .499 .482 a
Residual 700.187 89 7.867
Total 704.110 90
a. Predictors: (Constant), Branding
b. Dependent Variable: Product growth and development

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 21.636 .718 30.123 .000
Branding .279 .395 .075 .706 .482
a. Dependent Variable: Product growth and development

Table 4.2.6 Source: SPSS

Combining the four variables together to form product growth and

development, table 4.2.6 shows the summary of the fitted model, branding

and product growth and development in relation to branding. This indicates

that the level of relationship between branding and product growth and

development is not adequate as it is showed in the research. The test of

significance of the fitted model, (branding and product growth and

development) is shown on the ANOVA table. The “F” calculated is 0.499

and from the “F” table, F1, 89,0.05 = 3.95. this means that the relationship
75
between branding and product growth and development is not significant

at 0.05 level of significance. The coefficient of the fitted model is product

growth and development 21.636:0.279 branding. This implies that at 0.279

level of branding, it affects product growth and development positively by

21.636.

C o rre la t io n s

C o n s u m e r D is tin c tiv
B r a n d in g P r ic e S a le s S a tis fa c tio n e n e s s
B r a n d in g P e a r s o n C o r r e la tio n 1 - .1 0 9 .4 1 1** .0 8 8 - .2 0 2
S ig . ( 2 - ta ile d ) .3 0 4 .0 0 0 .4 0 5 .0 5 4
N 91 91 91 91 91
P r ic e P e a r s o n C o r r e la tio n- . 1 0 9 1 - .1 3 5 .0 6 3 .0 6 6
S ig . ( 2 - ta ile d ) .3 0 4 .2 0 4 .5 5 4 .5 3 5
N 91 91 91 91 91
S a le s P e a r s o n C o r r e la tio n .4 1 1** - .1 3 5 1 .0 8 8 - .5 0 *3*
S ig . ( 2 - ta ile d ) .0 0 0 .2 0 4 .4 0 6 .0 0 0
N 91 91 91 91 91
C o n s u m e r S a tis fa cPtio
e an r s o n C o r r e la tio n .0 8 8 .0 6 3 .0 8 8 1 .0 8 9
S ig . ( 2 - ta ile d ) .4 0 5 .5 5 4 .4 0 6 .4 0 1
N 91 91 91 91 91
D is tin c tiv e n e s s P e a r s o n C o r r e la tio n- . 2 0 2 .0 6 6 - .5 0 *3* .0 8 9 1
S ig . ( 2 - ta ile d ) .0 5 4 .5 3 5 .0 0 0 .4 0 1
N 91 91 91 91 91
**. C o r r e la tio n is s ig n ific a n t a t th e 0 .0 1 le v e l ( 2 - t a ile d ) .

76
Table 4.2.7 Source: SPSS

Correlation of the variables.

Table 4.2.7 shows the level of relationship and responsiveness

between all the dependent and independent variables considered in this

research. From the table, branding is seen to be negatively related to price

by -0.109. This means that as the product is branded , price of the product

reduces. There is 0.411 level of relationship between branding and sales.

This means that the relationship between branding and sales is significant

at 0.01 level of significance. Therefore, this research shows that branding

increase as sales increase.

The relationship between branding and consumer satisfaction is

0.088. This means that both variables are not significantly correlated

showing that an increase in the level of branding lead to only just 8.8%

increase in the level of consumer satisfaction. Branding is negatively

related to distinctiveness by 0.202. this means that, as branding increases,

product distinctiveness decreases by 20.2%.

77
 Price is positively related to product distinctiveness by 0.066 or

6.6% also in table 4.2.6 such that, as increase in price leads to 6.6% level at

which the products of Unilever Nig. Plc. differ from other competitor’s

product. Sales and consumer satisfaction was correlated and shows that as

sales increase, consumers are satisfied by 8.8% satisfaction.

Sales and product distinctiveness is shown to be significantly and

negatively related at 0.01 level of significance by -0.503, which is -50.3%

this is shown in table 4.2.6 that as sales increases, the level at which the

product of Unilever differs from other competitor’s product reduces by

50.3%. Consumer satisfaction is positively related to product

distinctiveness by 0.089 or 8.9%.

4.3 Hypothesis Testing

1. Ho; Brand management is not a tool for product growth and

development.

Table 4.2.6 is used to test the above hypothesis. The result of the

simple regression analysis is when branding is regressed with product

growth and development. The significance of the variables is buttressed by

the value of calculated “F” which is 0.499 and the “F” tabulated is 3.95 at

78
0.05 level of significance. The calculated “F” is lower than tabulated “F”,

then we accept the null hypothesis from the result of the simple

regression. It shows that the more a product is branded, the less the level

of growth and development in the product. This can be traced to the

current economic situation of the country. Products grow less during

economic recession despite their high level of branding. Because of the

high level of inflation, people does not consider the branding when

consuming a product. The only consumer to satisfy their need.

2. Ho: Brand management does not affect the satisfaction of

consumers positively.

Table 4.2.4 is used to test the above hypothesis. The result of the

simple regression analysis when branding is regressed with consumer

satisfaction shows 8% variability in consumer satisfaction. This shows that

the variability is not adequate. The significance of the variable is shown by

the value of calculated “F” which is 0.699 and the “F” tabulated is 3.95 at

0.05 level of significance. The calculated “F” is lower than the tabulated

“F” then we accept the null hypothesis. From the result of the simple

regression, it shows that despite the fact that products are well branded,

79
consumers consume the products just to satisfy their needs and not because

of the level of branding.

3. Ho: There is no positive relationship between branding and sales

of products.

Table 4.2.3 is used to test the above hypothesis. The result of the simple

regression analysis when branding is regressed with sales of products

shows 16.9 level of variability in sales in respect to branding. This shows a

partially adequate level of calculated “F” which is 18.074 and the “F”

tabulated is 0.95. since the calculated F“ is grater that the tabulated “F”,

this implies that positive relationship exist between branding and sales of

product. Therefore we reject the null hypothesis. From the result of the

regression analysis it shows that the level of branding increase the rate at

which consumer purchase and repurchase the products.

80
 CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations

This chapter discusses the summary of the various findings in this

research work, the conclusion of the final words on the entire research work
81
and recommendations pertaining to areas where further studies can be

carried out were made.

5.1 Summary of the Findings

The research work focused on “brand management as a tool for

product growth and development”. Growth and development of products

deals with creating products with new or different characteristics that offer

new and additional benefits to the consumer. It may involve modification

of an existing product or its presentation, or formulation of an entirely new

product that satisfies a newly defined customer want or market niche

(Business dictionary.com 2010).

This research work has been able to examine the term brand

management and all that is involved in it as a tool for product growth and

development.

The result of the study indicates that sales and consumer satisfaction

ranks first as the priority area of manufacturers. Products are manufactured

to satisfy the needs of consumer. This will prompt consumers to purchase

82
which will increase the sales for such product. The level by which product

satisfy customers and increase in sale indicates the level at which the

product is growing and developing.

The second most important parameter for product growth and

development is the distinctiveness of the product and its ability to represent

the company’s image, characteristics and competencies. When products are

branded in such a way that consumers or prospects can identify them, it

will enhance purchase and repurchase which will lead to the growth and

development of such product.

Next, the third most important parameter is competitiveness.

Branding a product well makes it distinctive and also to survive in the

competitive market environment. It is the product offered by the company

that will make it gain way into the competitive market and also to gain

large market share.

Lastly on the findings is that wholesalers of Unilever Nigeria Plc are

predominantly female, married with low income level, low educational

background. In other words, wholesalers of Unilever are semi literate

females who sell as a means of employment in order to earn a living.

83
5.2 Conclusion

Based on the research findings, brand management is a tool for

product growth and development. Brand management involves series of

component aimed at satisfying the consumer needs with a view of making

profit. If products are effectively branded, it will make the company’s

product distinctive among other competing products that satisfy the same

want. This will make such product to gain large market share for the

company and also increase the company’s productivity.

From the findings of the research, branding increases the sales of the

product in the market. When products are well branded, it makes

consumers purchase it. Well branded product satisfies one of the objectives

of establishing a business which is increased sales.

Furthermore, the research shows that price has no effect on the

consumption of well branded products. Effective branding tends to increase

the price of such product. From the research, consumers only consume

products not because of the price but because of the satisfaction they derive

from such product. Gaining satisfaction is a key to keeping existing

84
customers and attracting prospects. Satisfaction depends on how well a

purchase performs and how well the products satisfy consumers. Marketers

should focus on reducing the gap between expectation and performance

thereby working towards consumer satisfaction. By so doing, the business

aim of increased profit and market share can be achieved.

Continuous research about customers and close monitoring of

competitive products could bring about rebranding and repackaging of

products where necessary.

Products are expected to grow, expand and develop, both in size,

quality and profitability if the branding of the product is based on

customers’ need.

5.2 Recommendations

It is a known fact that companies are concerned about their market

share and by implication their profit margins. Branding is typically a task of

making the company’s product unique, distinct and being able to be

differentiated.

85
 Manufacturing companies must assist their wholesalers to raise their

scope of operation so that they can see their work as a permanent means of

employment. The assistance can be in the area of loans, training / technical

support and advice. This is because, if they remain just wholesalers, other

opportunities may occur that will increase their earnings which can make

them seize to be the wholesaler to the company by learning the business.

Thus the first strategy is to retain the existing wholesalers and the next is to

manage their value for brand.

On quality, since the study had advised that management concentrate

their strategy on the services of wholesalers and consumers, government

should do more on the code of operation of companies to achieve a good

conformance quality. Consumers and customers needs to be protected.

Already established agencies like National Agency for Drug

Administration and Control (NAFDAC), Standard Organization of Nigeria

(SON) and other health related institutions should be encouraged and

empowered to be more dedicated, sincere and committed. There is need for

these agencies to enforce compliance in order to protect the customers.

86
 Competition should be encouraged because it would lead to greater

innovation and the growth and development of the economy.

Conclusively, considering the services offered, companies must give

attention to the demographic factors. Initiatives must be centered on

married women and men with equal economic profile, particularly with

small holdings since their job mobility is inelastic and when encouraged

with the proper service offerings, their commitment to the company will be

guaranteed.

Firms should also study well, the stages of product life cycle to

ensure that appropriate strategy is applied to each stage in order to

eliminate sudden decline of its products.

87
 REFERENCES

Aaker A.D. (1996) Managing Brand Equity (New York Press).

Aaker A.D. (1996), Building Brand Equity (New York Press).

Bennett P. 1995, Dictionary of Marketing Terms (Chicago: American

Marketing Association).

Http//www.Business dictionary.com (updated 2010) accessed on sat. 13th

February, 2010.

Interbrand Group (2010), World greatest brands- An International Review

Newyork

Keller K.L. (2008), Strategic Brand Management, 2nd ed. (upper saddle

river, New Jersey :Prentice Hall,).

Kotler P. and Keller K.L. (2007), “Marketing Management, 12th ed.

Prentice Hall. Hall of India private limited, new Delhi (2007).

Olujide J.O. (2009) Research Methodology, lecture note AMT 307 and

AMT 407, unpublished.

Oxford advanced learner English Dictionary 5th ed. (2005).

88
Statistical “F” table.

T. Randall, Ulrich K. and Reibstein D. (1998) Brand Equity and Vertical

product line extent, “Marketing Science” pg. 356-359

Tulin E. (1998), “Brands Equity as a Signaling Phenomenon”, Journal of

consumer psychology. Pg. 131 – 157.

www.unilever.com (updated 2010) accessed on Sat. 13th February, 2010.

89
APPENDIX

QUESTIONNAIRE ON BRAND MANAGEMENT AS A TOOL FOR

PRODUCT GROWTH AND DEVELOPMENT. A CASE STUDY OF
UNILEVER NIGERIA PLC., OREGUN, IKEJA LAGOS STATE.

Department of Business Administration,

Faculty of Business and Social Sciences,
University of Ilorin,
P.M.B. 1515.
Ilorin.
Kwara State.
Dear Sir/Madam,
I am an undergraduate student of the Department of Business
Administration, University of Ilorin, Ilorin, carrying out a research on
“Brand Management as a Tool for Product Growth and Development”. I
would like you to respond to the questionnaire in good faith.
All information supplied would be exclusively used for the purpose
of the research and shall be treated with confidentiality.
Yours faithfully,
Kazeem Kausarat T.

90
SECTION A: Personal Data of the Respondents

Please tick the appropriate options

What is your

i.) Sex: Male [ ] Female [ ]

ii.) Age: 21-30 yrs [ ] 31-40 yrs [ ] 41-50 yrs[ ] 51 and above [ ].

iii.) Marital Status Single [ ] Married [ ] Divorced [ ] Widowed [

].

iv.) Qualification: WASC, GCE, NECO, SSCE [ ] Diploma or NCE [

] HND [ ] Others [ ].

v.) Frequency of opening the store: 1-5 hrs [ ] 6-10 hrs [ ] More

than 10hrs [ ].

SECTION B: Brand Management as a Tool for Product Growth

and Development.

6. Annual sales of the wholesaler.

(a) Below N 100,000 [ ] (b) N 100,000 – N300,000 [ ]

91
 (c) N 300,000 – N 500,000 [ ] (d) N 500,000 and above [ ].

7. How long have you been a wholesaler to Unilever Nig. Plc.?(a) About

a year [ ] (b) 1-3yrs [ ] (c) 4-6yrs [ ] (d) 6-10yrs [ ] (e)

Above 10 yrs [ ]

8. Has the introduction of new products of Unilever Nig. Plc. increased

your sales?(a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

9. Do you see Unilever Nig. Plc. products distinct from other products in

the market? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

10. Do you think that the products of Unilever Nig. Plc. attract more

customers? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [

] (d) Disagree [ ] (e) Strongly Disagree [ ].

11. Do your customers complain of any of the products of Unilever Nig.

Plc.? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

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12. Do you think the products of Unilever Nig. Plc. satisfy its

customers? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

13. Can effective branding lead to high sales of Unilever Nig. Plc.

products? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

14.Has the availability of variety of Unilever products in the market

affected your business positively ? (a) Strongly Agree [ ] (b) Agree

[ ] (c) Undecided [ ] (d) Disagree [ ] (e) Strongly Disagree [ ].

15. Do you think the products of Unilever represents the company’s image

and competencies? (a) Strongly Agree [ ] (b) Agree [ ] (c)

Undecided [ ] (d) Disagree [ ] (e) Strongly Disagree [ ].

16. Does the products of Unilever have more influence in the market to

motivate customers to purchase. (a) Strongly Agree [ ] (b) Agree [ ]

(c) Undecided [ ] (d)Disagree [ ] (e) Strongly Disagree [ ].

17. Does the challenges associated with the products’ brand management

affect the demand for the demand for the products of Unilever Nig.

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 Plc.? (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ]

(d) Disagree [ ] (e) Strongly Disagree [ ].

18. Are the wholesalers, retailers and the consumer informed continually

about the existence of new products of Unilever Nig. Plc.? (a)

Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (d)

Disagree [ ] (e) Strongly Disagree [ ].

19. Do you think Unilever ensure that the price of their product is

commensurate with the forecasted value of their products?(a)

Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (d)

Disagree [ ] (e) Strongly Disagree [ ].

20. Are the needs and wants of the customers incorporated in the products

of Unilever Nig. Plc.? (a)Strongly Agree [ ] (b) Agree [ ](c)

Undecided [ ] (d) Disagree [ ] (e) Strongly Disagree [ ].

94