Product differentiation as a strategy for Marketing beverages in ilorin, kwara state

Download complete project materials on Product differentiation as a strategy for Marketing beverages in ilorin, kwara state from chapter one to chapter five with references

PROPOSAL
This work is divided into five chapters and each chapter contains a brief explanation of some word. A case study of nestle food plc.

Chapter one contains of introductory part of the test which was followed by the study. Scope of the study, Limitation and constraints to the study, definition of key terms.

Chapter two of the project deal with the literature reviews, what is marketing (marketing mix), Meaning of product, Type of product, the concept of the product differentiation as a strategy in the marketing of beverage in Ilorin.

Chapter three treat research methodology, research design data, sources of data collection, method techniques, population, and sample procedure, data and analysis techniques.

Chapter four goes into data presentation and analysis test or Hypothesis.

Chapter five give a general summary of the project work! Summary findings, Conclusion, Recommendation and references.

Chapter one

1.0      Introduction

1.1 background of the study

1.2 statement of problem

1.3 aims and objectives of the study

1.4 significance of the study

1.5 scope of the study

1.5.1 conceptual scope

1.5.2 industrial scope

1.5.3 territorial (or geographical) scope

1.5.4  time scope

1.6 limitations and constraints to the study

Chapter two

2.0 literature review

2.1 concept of beverage product

2.2 characteristics of beverages

2.3 concept of strategy

2.4 types of marketing stretegies

2.5 concept of marketing

2.6 Marketing tools

2.7 concept of product differentiation

Chapter three

3.0  research methodology

3.1 research population and sample

3.2 research design

3.3 instrument of data collection

3.4 adminstration of instuments

3.5 methods of data analysis

Chapter four

4.0 data presentation and analysis

4.1 brief history of product differentiation in nestle nigeria plc

4.2 characteristics of milo

4.3 beverage market in kwara state

4.4 reasons for differentiating milo from other beverage in kwara state market

4.5 effect of differentiating milo from others on its marketing

Chapter five

5.0 summary, conclusions and recommendations

5.1 summary of findings

5.2 conclusion

references

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

The term product differentiation was developed by the chartered institute of marketing (CCM). This came into existence in 1960’s when there are many producer of same product and the potential buyer of each product can not be able to identify their choice of product. This led to initiation of what we call product differentiates their product by using various marketing strategies e.g. packaging or branding. Each manufacturer of each product has the way of packaging their product and have different brand name in order to distinguish it from competitors product.

Product differentiation can also be practices using packaging and branding strategies. Packaging as one of product differentiation strategies used in attracting customer’s attention. Many packaging of some firm are made appealingly different from those of other firms making similar product.

Therefore, a firm has to make the packaging of its product in such a way that when a consumer walk through a supermarket that contains several items of product from different companies the packaging of the firm will arouse the customer’s attention and thereby stimulate interaction between the consumer and the product.

While branding on the other hand is any decision made by a firm about making a product. The combination of markets, colours, names, and other features that will make the product to be district and interactive to the consumer is referred to as branding.

1.2 STATEMENT OF PROBLEMS

 Consumers perceive market situation and product that are similar in nature differently.

This however will determine the success or failure of Nestle food Plc. In the market for any business to succeed, it must have an in-depth knowledge of the total market it is serving and must be able to developed strategies used as sales promotion, advertising, and product differentiation, product standardization, quality, colour packaging and branding.

Some product differentiation brings out the customer’s that actual product without confusing of the product in the market. The following questions have being thought of to help clarify some issues.

1. Is product differentiation really in Nestle food?
2. Is packaging and branding a strategic decision for product differentiation?
3. What effect has produce differentiation on the profit margin of the company?
4. What effect has produce differentiation on the consumer purchase of particular product or buying decision process?
5. Is product differentiation of any significance to Nestle food Plc?

1.3 AIMS AND OBJECTIVES OF THE STUDY

This study aimed at determines the significant effect of product differentiation as a strategy in marketing costumer’s goods. It therefore includes the following objectives:

1. To determine how product differentiation affect the profit margin of the company.

ii.The role of product differentiation in Nestle food Plc.

iii.To identify the feature prospect buyers to be derived on embarking on product differentiation as a strategy.

iv.To examine the packaging and branding as a strategic decision for product differentiation.

1. To examine other strategy used in product differentiation in Nestle food Plc.

1.4 SIGNIFICANT OF THE STUDY

          This study is significant with the following reasons.

1.It would improve marketing understanding of customer’s needs and why customers buy product.

2.The study will help management in an organization of firm to be assessing competitive strength of the market serves.

3. It would help marketers to gain from specific advantage over competitors through development of research and development.

4.Continuous program of product differentiation would strengthen management capabilities in meeting changing market demands.

1.5 SCOPE OF THE STUDY

The scope of the study will be within the frame work of product differentiation in the consumer goods. The study examines the strategies adopted by Nestle food plc in differentiating its product with other competitor’s product. More emphasis was placed on how the profit margin of the company can be likened to products differentiation aids consumer in marketing a purchase.

The study was conducted with Ilorin Kwara State using the product of Nestle Food Plc. In conjunction with GBO, MDS, CFAO all under the division of UAC (United American Company) at and product includes Milo (Beverages) cornflakes, cereals, and Nestle bottle water etc.

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