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

(A CASE STUDY OF UNILEVER PLC)

ABSTRACT

This project is on the “effectiveness of marketing communication mix in creating awareness of a brand” (using Unilever Nigeria Plc as a case study. The main objective of this study is to find out the effectiveness of marketing communication in increasing the sales revenue of Unilever brother products.In the cause of seeking for information primary and secondary data wee collected data include personal interview and questionnaire allocation. The respondents to these questionnaires are consumers of Unilever products in Enugu metropolis. The secondary data on the other hand, were collected from professional journals, magazines, business and marketing textbooks, newspapers and  internet.  The population of this study is all the resident consumers in Enugu metropolis.  In order to determine the sample size, the researcher used pilot surrey for the resident consumers in Enugu metropolis by using “Bourley’s” formula for consumers because the population is known. He researcher used census of 2006 of Enugu metropolis. The research instrument used for the study were questionnaire and interview. In constructing the questionnaire, the researcher used open ended question and the multiple choice questions the data collected form the respondents through questionnaires use analyzed using tables, percentage statistical tool and chi square technique was employed in testing the hypothesis. Form the invesstigation, it was found out that the Unilever Nigeria Plc makes use namely advertising, personal selling, sales promotion, public relation and trade exhibition to create awareness and persuade consumers to buy its products. On the findings, the researcher therefore made the following recommendations first, Unilever Plc should intensity the use to public relation to improve its developing image the inhabitant of where the waste water has been casing erosion menace there. The researcher also recommends that Unilever Nigeria Plc should intensify its communication activities in its other product like lux soap, which had attracted very low marketing communication effort, the product might be consumed by marry Nigerians who have insufficient source of good bathing soap.  The researcher concluded by saying that, marketing communication activities others completive advantage to many organization. Therefore to remain in the market in the market, Unilever, has to apply different forms of marketing communication in varying degrees.

TABLE OF CONFTENTS

Title page         =      =      =      =      =      =      ==    =      =      i

Certification     =      =      =      =      =      =      =      =      ii

Acknowledgement    =      =      =      =      =      =      =      iii

Dedication       =      =      =      =      =      =      =      =      iv

Abstract   =      =      =      =      =      =      =      =      =      v

Table of contents     =      =      =      =      =      =      =      vi

List of table      =      =      =      =      =      =      =      =      ix

List of figures   =      =      =      =      =      =      =      =      xi

CHAPTER ONE

INTRODUCTION      =      =      =      =      =      =      =      1

1.1      Background of the study  =      =      =      =      =      1

1.2      Statement of problem      =      =      =      =      =      2

1.3      Objective of study    =      =      =      =      =      =      4

1.4      Research question/hypothesis=      =      =      =      5

1.5      Significant of study  =      =      =      =      =      =      5

1.6      Scope/delimitation of study     =      =      =      =      7

1.7      Definition of terms   =      =      =      =      =      =      8

CHAPTER TWO      

LITERATURE REVIEW   =      =      =      =      =      =      10

2.1      Conception frame work    =      =      =      =      =      10

2.2      Definition of communication   =      =      =      =      11

2.3      Importance of communication=      =      =      =      13

2.4      Types of communication  =      =      =      =      =      14

2.5      Communication process =      =      =      =      =      23

2.6      Marketing communication mix        =      =      =      =      25

2.7      How to use 4ps of marketing to communication      26

2.8      Communication planning        =      =      =      =      =      28

2.9      Communication budgeting      =      =      =      =      31

2.10  Communication tools      =      =      =      =      =      33

CHAPTER THREE

RESEARCH METHODOLOGY         =      =      =      =      =      36

3.1      Sources of Data       =      =      =      =      =      =      36

3.2      Population of study =      =      =      =      =      =      37

3.3      Sample size determination       =      =      =      =      37

3.4      Sample technique    =      =      =      =      =      =      38

3.5      Research instruments used     =      =      =      =      38

3.6      Pretesting or validation of instrument used     =      39

3.7      Questionnaire administration and response rate     40

3.8      Method of data treatment and Analysis   =      =      43

CHAPTER FOUR

PRESENTATION ANALYSIS AND INTERPRETATION OF DATA    =      =      =       =      =      =      =      =      =      44

4.1      Presentation Analysis and Interpretation of date     44

4.2      Test of Hypothesis   =      =      =      =      =      =      56

CHAPTER FIVE

DISCUSSIONS OF FINDINGS, RECOMMENDATIONS AND CONCLUSION    =       =      =      =      =      =      =      =      63

5.1      Summary of findings       =      =      =      =      =      63

5.2      Recommendations   =      =      =      =      =      =      65

5.3      Conclusion      =      =      =      =      =      =      =      66

Bibliography    =      =      =      =      =      =      =      68

Appendix         =      =      =      =      =      =      =      =      70

LIST OF TABLES

Table 4.1:         Administrations of Questionnaires  =      44

Table 4.2:         Sex Distribution of respondents      =      45

Table 4.3:         Age Distribution of Respondents     =      45

Table 4.4:         Marital distribution of respondents         =      46

Table 4.5:         Education level of respondents        =      =      47

Table 4.6:         Occupational distribution of respondents 47

Table 4.7:         Occasional Distribution of respondents   48

Table 4.8:         Responses to being regular exposed to promotion activities in Unilever   =      =      49

Table 4.9:         Responses on if marketing communication can influence you to patronize =      =      50

Table 4.10:       Responses on marketing communication affect the competitive advantage of companies   51

Table 4.11:       Responses on marketing communication do not affect the level of awareness of a product among consumers  =      =      =      =       51   

Table 4.12:       Responses on products be selling equally when promoted with marketing communication as when not promoted   =      =      =       =      52

Table 4.13:       Response on marketing communication activities will continue to grow in use  53   

Table 4.14:       Responses on receive the product of

Unilever   =      =      =      =      =      =      54

Table 4.15:       Response on how often do you patronize the product of Unilever        =      =      =      =      54   

Table 4.16:       Response on how do you feel when watching the Unilever promotional activities      =      55   

4.17:                Response on suggestion on how the communication activities of the company can be improved         =      =      =      =      =      55       

List of figures

Figure 2.1        Source: Kotler (1981:11)  =      =      =      =      24

CHAPTER ONE

INTRODUCTION

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