Effective Marketing Strategies For Improved Performance Of Non – Durable Consumer Products

Effective Marketing Strategies For Improved Performance Of Non – Durable Consumer Products: (A Case Study Of Omo Detergent)

Effective Marketing Strategies For Improved Performance Of Non – Durable Consumer Products: (A Case Study Of Omo Detergent)

In Nigeria where the importance of marketing is yet to be fully appreciated, people talk of marketing their product as if they are referring to our problem. A successful marketing operation must rest a carefully though and plan.

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The strategy aspect of the plan should be based on what was known of the enemy’s strength and positioning the physical characteristic of the battle ground, the financially of hostile sentiment of those who occupied the territory, and of course, the strength and character of the resource available to the commander.

In this business organization, these is safety on activity where element of marketing and marketing strategies can not be traced. Marketers must therefore make the right decision about the four component of the marketing mix, price, product, place and promotion. These key components must be co-ordinated and more into a unified effective strategy if their product must reform well in the market. The analogy of business strategies is direct and useful in business and in marketing, the terrain is the market place in particular and economic, potential, social and technological environment in general. There source are personnel with wide – ranging skill and expertise as well as factories laboratories, transportation system, and financial resource and the corporation reputation.

Moreover, the performance of the product depend largely on the post purchase satisfaction, whether they satisfied or dissatisfied with the purchase potential consumer expect to derive satisfaction from the product when compared with the ones they have previously used.

Depending on the nature of business, strategy may have other dimension as well. At heart of any business strategy is a marketing strategy, business exist to deliver product to the markets to the extent that they serve this purpose well and efficiently they grow and profit.

Expectation therefore play a major role in the reaction of the consumer towards a product, consumes base their expectation o in the information or message received from sellers, friends another source of information.

All these are the marketing effort, the objective of organisaiton has to be considered, particularly profit maximization.

The conclusion strategies must reflect all aspect of market and above all, it must anticipate the action and reaction of competitors.


There is no way to treat the history of Lever Brothers Nigeria Plc. (LBN) without connecting it with Unilever. Lever Brothers (Nig.) Plc, parent and muti-national company in London. Unilever history in turn limited with it’s founder William Hesketa Lever.

William H. Lever started at a tender age of 19 years by 1985, he had stated buying the purest soap from Local Soap maker. Infact, he was the first man to start selling in faslets, Wrapping it in bar of specific advertising through local Newspaper. “No soap does his buyer business than advertising” was his usual shagan. It is innovation evidently was to lead to modern brand a product management.

In Nigeria, William Hesketa Lever bought a River Pool forum trading in Nigeria mainly in timber in 1910.

Palm kennel crushing mill were erected in 1910 at Oposo and Apapa (Lagos). In 1920 Mr. Lever bought off the Niger Company of r8.6 million. It is this company that meryed with African and Eastern trading company to form what now known as the United African Company (UAC) in 1929.

Unilever extended it’s business activities into Nigeria when it was incorporated as West African Soap Company (WASC) until 124 at Apapa where laundry soap of key, Sunlight and Magret brands were first manufactured in 1952. Lux tablet was introduced, Magerine factory which was registered under the name Van Beign (Nig.) Ltd, was opened at Apapa.

In 1955, both WASC and Van Beigh (Nig.) Ltd. formed till today exist as Lever Brothers Nigeria Plc. Under the same management in 1957, Aba Branch was opened with a soap factory for the production of laundry soap to start.

Today, Lever Brothers Nigeria Plc. Produce a large variety of product, some of the products like;

a. Cream and Lotion product

b. Oral Care product

c. Baby Care product

d. Hair Care product

e. Fabrics washing/home cleaning

f. Diversify lever/industrial floor care product

g. Beverage/drink product

Lever Brothers Nigerian Plc. has also bought up the share of Lipton (Nig.) Ltd, maker of Lipton Tea Bag and Boncafe Coffee. The performance of this section is that as early as 1885, Lever Brothers (Nig.) Plc. Has found a need for marketing strategy and took innovative step in penetrating the market for the product.


Post purchase satisfaction has always been a major indicator as a level of satisfaction of customer who used the product in the market. Defective marketing strategies have contributed towards the achievement of these set of objectives. Well established and implemented marketing strategies have played a major role in the success of the business in Nigeria.

Every company which intends to improve on it’s marketing has to create good marketing strategies for it’s operation. These strategies of effective should increase the sales and profitability of such companies and will also help the company to achieve its goals.

Omo detergent produced by lever Brother Plc. Has contributed towards the success of the firm in recent yea due to good marketing strategies mapped out for it. Omo detergent which is one of the leading detergent ever produced by the firm has maintained its market share due to good penetration of the product into the market has however for some time now experiencing some unfavourable external business environment.

Such as poor sales of the product, inability of the product do face other competing detergents in the market and so on. As a result of these problem in which study will be carried out and adequate recommendation will be made.


The objectives of the study includes:

a. To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.

b. To investigate on the cause of poor sales of the product in the market

c. To determine whether the pricing method of LBN has helped to increase sales of OMO detergent

d. To determine whether the quality of Omo detergent has helped to increase its sales

e. To determine whether distribution method of LBN has helped to ensure the availability of Omo detergent it the market.

f. To determine whether the promotional strategies adopted by LBN has helped to increase sales of Omo.

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1. The quality of Omo has not helped to increase it’s sales.

The quality of Omo has helped to increase it’s sales.

2. The price system applied by Lever Brothers has not helped to increase the sales of Omo.

The price system applied by Lever Brother has helped to increase the sales of Omo.

3. The distribution method of LBN has not helped to ensure the availability of Omo in the market.

The distribution method of LBN has helped to ensure the availability of Omo in the market.

4. The overall promotional strategies adopted by LBN has not helped to increase sales of Omo

The overall promotional strategies adopted by LBN has helped to increase sales of Omo.

5. The overall marketing strategies adopted by LBN has not helped to increase sales of Omo

The overall marketing strategies adopted by LBN has helped to increase sales of Omo.


It can be seen from the problem stated that Lever Brothers (LBN) major difficulties are identify with marketing. It is hoped that the study will help the company to adopt better marketing strategies that will improve the overall marketing performance of the company’s products and help the company realize its business objectives.

The recommendations made in this study if accepted and applied would provide initial step in major decision on the determination of the present marketing strategies that can be used to improve the performance of the product (Omo detergent) and also for victual expansion of the business activities.

The study also will help the reader know that the success of a business depends on good marketing strategies so that it will promote good image for the company and increase their sales revenue.

It will also widen the researcher knowledge about the various strategies available and how they can be applied to the company products to improve the performance of the business.

Above all, the study will also help the people to know value of marketing strategies and how it can be used to attract new market customers form existing market.


The study covers the different effective marketing strategies as regard to the 4p’s for improved performance of Lever Brother’s product with special reference to management, distributor and consumer of Lever Brothers Plc. In Enugu metropolis.

There are many problems encountered by the researchers during the course of writing of this project, the problem encountered were;

Refusal of Respondent; – The refusal of the respondent to answer some of important question that are relevant to the study.

Journals: – Sympathetically, the school library does not make provision for major marketing journals, the researcher find his way out in order to get current marketing journals.

Financial : – The shortage of funds also affected the number of times, the researcher would have to visit the company in order to be through in examining all the areas pertaining to the degree of past sales of Omo detergent produced by LBN.

Time: – The time delighted to this work was very short as a result of other commitments, the researcher must have gone different places to get more samples about the study.


Marketing: – A social and management process by which individual ad group obtains what they need and want through creating and exchanging product and value with other.

Market: – The set of actual and potential buyer of a product.

Market Penetration: – A strategy for company growth by increasing sales of current product to current market segment without changing the product in any way.

Positioning: – the art of fitting to one or more segment of the broad market in such a way as to set it apart from competition and optimize opportunity for greater sales and profit.

Market challenge: – A runner – up firm in an industry that is fighting hard to increase it’s market share.

Market Strategy Development: – Designing our initial market strategy for a new product based on the product concept.

Market Leader; – The firms in an industry with the largest market share, it usually lead other firms in price changes, new product introduction, distribution coverage and promote spending.


Much have been said and written about strategies for improved performance of products. Marketing strategies is very important in every organization for customer satisfaction. It is at this level that the researcher wants to review related literature in this area of study.

Olakunori (1997) carried out a research on this topic and he found that marketing is identification and satisfaction of people needs through the exchange process and that marketing is a management orientation which seek to identify and anticipate the need and want of the target customer. Organizing and put generating the marketing effort towards satisfying of those needs ore effectively, which is a key for achieving organizational goals (profitability).

In another research carried out in this topic by Ejionueme (1979), see marketing as the total system of business activities designed to plan, price, promote and distribute want, satisfactory goods and services to present potential buyer and customer, and he also contributed that marketing is a process which identifies anticipate, and satisfies customer’s needs and wants through conception, promotion mutual exchange and physical distribution of economic goods and services. From the above definitions of marketing, marketing innovation identifying customer’s needs, finding a product or services available to customer for mutual benefit for both the customer and the firm(s). managing the marketing concept embraces developing the right marketing strategy to achieve a stated marketing goal. However, marketing strategy has numerous definitions from different authors.

This was the view of Affuine .O. (1982) who during a research on the above topic said that strategy is a process setting a firm on a course that offers better opportunities for long-rune growth in sales and profit and that strategies a set of an enterprise to reach their desired long-term market position.

Another research conducted on this topic by Lucky (1989) see marketing strategy as the broad principle or comprehensive plan of action by which the business unit expects to achieve its marketing objective in a target market and also strategy as a management process involve the step taken at an organization’s co-operation and divisional level to develop long-run marketer plan for survival and growth. He also found strategy as the marketing logic by which the business will hope to achieve its marketing objective. It consists of specific strategies for target markets, marketing mix and marketing budget.

Angle .B. (1980) carried out a research on this topic ad he noted that product strategies specific marketing needs that may be served by different product offering. According to him, the company’s product strategies, duly related to market strategies, that eventually come to dominate both overall strategy and the spint of the company product strategies deal with such matter as the number and diversity of products, product innovations, product scope and product design.

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Grew (1980), pointed out at the implementation of product strategies requires co-operation among different groups,; finance, research and development, the corporate staff, and marketing, this level of integration makes product strategies difficult and implement. According to him, he pointed out that in many companies, to achieve proper co-ordination among diverse business units product strategy decision are made by top management. It also emphasis that in some companies, the overall scope of product strategy is laid out at the corporate level, where as actual design is left to business unit. These companies contend that this alternative is more desirable than other arrangement because it is difficult for top management to seal with the details of product strategy in a diverse companies. He also stressed further to explain the various product strategies that are recognized. They are: product positioning strategy, product scope of strategy, product design strategy and product over lap strategy.

According to Grew (1970), noted that position refers to placing a brand in that part of the market where it will receive a favourable reception compared to competing products. Because the market is heterogeneous, one brand cannot make our impact on the entire market. As a matter of strategy, therefore a product should be market with that segment of the market in which it is most likely to succeed. The product should be positioned so that it stand apart from competing brands. Positioning tells what the product stand for, what it is and how customer should evaluate it. It is also stressed further that positioning is achieved by using marketing mix variable especially design and communication, although, differentiation through positioning is more visible in consumer goods

The also noted that product scope strategy deals with the perspective of the product mix of the company (i.e. the number of product line and terms in each line that company may offer). The product scope strategy is determined by making reference of the business unit mission. Presumably, the mission define what sort of business is going to be, which help in selecting the product and services that are to become part of product mix. The product scope strategy must be finalized after a careful review of all fact of the business because it involves long-term commitment. In addition, the strategy must be reviewed from time to time to make any change called for business of glift in the environment.

In 1980 Grew stated that a business unit may offer a standard customer the decision about whether to offer a standard or a customerized product can be simple field by asking these questions among others. What are our capabilities what business are we in? with respect to the first question, these is a danger of over identification of capabilities for a specific product. If capabilities are over identified, the business unit may be in trouble when the need for the product decline, the business unit will have difficult in relating its product capabilities to other product.

It is therefore desirable for a business unit to have a clear perspective about its capabilities, between the two extreme of standard and custom products, a business unit may also offer standard product with modification.

He went further and expressed its view on product overlap strategy. He pointed that product overlap strategy refers toa situation where a company decide to complete against its own stand. According to him, there are alternative ways in which the product overlap strategy may be operationlize. Principal among them are having competing lines, during private labeling and dealing with original equipment manufacturer. He stressed further that in order to gain a large share of the total market, may companies introduce competing product to the market.

When a market is not neatly delineated, a single brand of a product may not be able to make an adequate impact. If a second brand is placed to compete with the first one, overall sales of the tqo brand should increase substantially, although there will be some cannibalism. In other words, two completing brands provide a more aggressive front against competitors.

Angle (1982), defined pricing strategies as the task of defining the price range and price movement through time that would support the sales and profit objective and marketing position of the product in the target market. According to him, the pricing structure changes over times as product move through their life circle. The company adjust product price to reflect changing costs and demand and to account for variation in buyer and situation.

As the competitive environment changes, the company at time consider initiating price changes and other times responding to them.

Kotler (1995), noted that in any business hoever, ther is nothing more importance than to price, a company set for its goods and service. Price could therefore be said to have a direct relationship with the company income. To produce a workable pricing for a product a second pricing strategy is necessary.

Stern (1982), pointed out that with fewer outlet it is easier to control such aspect as margin, price and inventory. Dealer are also more willing to provide data that may be used for marketing research and forecast.

In (1989) Angles, noted that there are several obvious disadvantages to exclusive distribution.

First, sales volume may be lost. Second, the manufacturer places all its fortune in a geographic area in the hands o one dealer. Exclusive distribution bring with it the characteristic of high price, high margin and low volume. He stressed more than if the product is highly price elastic in nature, the combination of characteristic can mean significantly les tan optional performance.

Kotler (1995), noted that selective strategy is a strategy in which several but not all retail outlets in a given area distribute a produce.

He pointed out that shopping good are goods that consumers seek on the basis of the most attractive price of quality characteristic are frequently distributed through selective distribution. Because of this, competition among retailers is for greater for shopping goods than for convenience goods.

According to Farewell (1989), noted that market strategies deal with the perspective of market to be saved. The perspective can be determined in different way. How gave an example, a company may serve an entire market or desert if into key segment on which to concentrate tits major effort. Thus, market scope is one aspect of market strategy.

Barker (1995), further explained that he geographic dimension of a market constitute another aspect of international market. Another strategies variation which he focus on is the time of entry into a market.

A company may be the first among the first few or among the last to enter a market. Lastly, another strategies he focused onis commitment to a market.

This commitment can be achieved market dominance, to become a major factor in the market, or merely to play a minor role in it.

Farewell stressed further to explain some major market strategies that a company may pursue.

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They are; market scope strategy, market geography strategy, market commitment strategy.

According to Farewell (1989), market scope strategy deals with the coverages of the market. They also pointed out that a business unit may serve as entire market or concentrate on one or more part of it.

In (1992) Norman, pointed out the geography has long been used as a strategies variable in shopping marketing strategy. He also noted that the history provide many example of how business started locally and gradually expanded rationally even internationally. He explained further that there are variety of reason for seeking geographic expansion, to achieve growth, reduce dependence on small geographic base, use national advertising media, realize experience (i.e. economic for scale) utilize excess capacity and guard against competitive inward by moving into distant regional market.

Lucky (1989), stated that market commitment strategy refers to the degree of involvement a company seek in a particular market. He noted that it is equally important to a company, which indicate that a company should make the varying commitment to different customer groups. He stressed further that the commitment can be in the form of financial of managerial resource of both. Presumably, the result from any venture are commensurate with the commitment made.


The research was carried out to determine effective marketing strategies for improved performance of a consumers non-durable product in Enugu metropolis. Both primary and secondary data was collected by the research. From the data analysis, the following findings were made.


Most consumers (about 63.4 percent) are satisfied with the quality of Omo detergent in the market.

The respondent agreed that the price of Omo detergent is moderate.

Most consumer (about 95.7 percent) are satisfied with the availability of Omo detergent in the market.

Most personnel of the company (about 71.9 percent) agreed that company’s promotional campaign have helped to increase sales of Omo effectively.

The respondent (about 96.6 percent) agreed that indirect distribution system have ensured the availability of Omo detergent in the market.

Consumers will continue buying product since they are satisfied with its quality and price.

Distributors agreed that Omo detergent has been well received by consumers and it is selling or moving well in the market.

The overall marketing strategies adopted by Unilever Nigeria Plc. Has helped to increase sales and profit ability of the product (Omo) tremendously.


The following recommendation were made by the researcher to ensure that the marketing of Omo detergent in Enugu metropolis will continue to succeed.

The Unilever Nigeria Plc company should continue maintaining the high quality of Omo detergent to ensure continued patronage and attract new buyers.

In addition, the company must carry out periodical studies to determine if consumers are still being satisfied with the product or still rate the product quality as high.

Alternative, the company should set-up consumer panel which will continue to give feedback information to management on the rating of Omo detergent quality price and its performance in the market.

The company should improve more on the advertising message of the product to further stimulate consumers buying action just like other detergents.

The company also should ensure that the distributors are well supplied with the product so that consumers demand is always satisfied.


Omo detergent which is one of the leading detergent is doing well in Enugu metropolis. The effective marketing strategies used by the company has created a lot of impact towards the success of the product (Omo) in the market.

Consumers, from research finding, will continue buying the product. The Unilever Nigeria Plc. Company must use overall marketing strategies to ensure that this success of the product does not falter.


INSTRUCTION: Please tick [ ] where appropriate or write briefly requested.

1. Are you aware of Omo detergents?

(a) Yes

(b) No

2. If Yes, how did you come to know about the product for the first time?

(a) Advertising

(b) Sales people

(c) Sales promotion

(d) Any other specify

3. Has the overall promotional campaign of Omo detergent helped in the creation of awareness of the product?

(a) Yes

(b) No

4. Are you satisfied with the availability of Omo detergent in the market?

(a) Yes

(b) No

5. Why do you prefer Omo detergent to any other detergent?

(a) Quality

(b) Price

(c) Package

(d) Brand name

6. How would you rate the quality of Omo detergent?

(a) High satisfied

(b) Satisfied

(c) Not satisfied

7. How would you compare the price system of Omo detergent with other detergent in the market?

(a) Very high

(b) High

(c) Moderate

(d) Low

8. Are you satisfied with the distribution method of Omo detergent in the market?

(a) Yes

(b) No

9. Do you think that the overall strategies of LBN increase the sales of Omo detergent?

(a) Yes

(b) No

10. Sex

(a) Male

(b) Female

11. What is your assessment on the company distribution method?

(a) Very method

(b) High

(c) Moderate

(d) Low

12. Do you think the promotional campaign adopted by Unilever Nigeria Plc. Helped to increase the sales of Omo detergent?

(a) Yes

(b) No

13. Does quality used by Unilever Nigeria Plc. Helped to increase the sales of Omo detergent?

(a) Yes

(b) No

14. Does would you rate the price system of LBN product (Omo) in relation to quality?

(a) Very high

(b) High

(c) Moderate

(d) Low

15. Do you think that the price system used by Unilever Nigeria Plc has helped to increase the sales of Omo detergent?

(a) Yes

(b) No

16. What is overall assessment of marketing strategies adopted by Unilever Nigeria Plc.?

(a) High satisfied

(b) Satisfied

(c) Not satisfied

17. Do quality used by your company helped to increase the sales by Omo detergent?

(a) Yes

(b) No

18. Do you think the promotional campaign adopted by yur company has helped to increase the sales of Omo?

(a) Yes

(b) No

19 Do you think that the price system used by your company helped to increase the sales of Omo

(a) Yes

(b) No

20. Do you think that overall marketing strategies adopted by your company increase the sales of Omo detergent?

(a) Yes

(b) No

21. What distribution method those your company make use of in order to ensure the availability of Omo in the market

(a) Direct channel

(b) Indirect channel

(c) Any other channel

Effective Marketing Strategies For Improved Performance Of Non – Durable Consumer Products: (A Case Study Of Omo Detergent)

To place an order for the Complete Project Material, pay N5,000 to

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Account Name – Chudi-Oji Chukwuka
Account No – 0044157183

Then text the name of the Project topic, email address and your names to 08060565721.  

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