THE IMPORTANCE OF BRAND POSITIONING IN MARKETING ACTIVITIES (A CASE STUDY OF OVALTINE PRODUCT)

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgements

Abstract

Table of contents

Chapter One: Introduction

1. Background to the Study
2. Statement of Problem
3. Research Questions
4. Objectives of the Study

1.5   Statement of Hypotheses

1. Significance of Study

1.7   Scope of the Study

1.8   Limitations of the Study

1.9   Operational Definition of Terms

Chapter Two: Literature Review

2.1   Introduction

1. The Meaning of Brand
2. Branding Decisions
3. Reason for Branding

2.5   Importance of Branding

2.6   Consumer View Point of Branding

2.7   Brand Positioning

2.8   Important of Position

2.9   Theoretical Frame Work

2.10 Brand Selection Strategies

2.11 Branding as a Means of Communication

2.12 The Concept of Communication

2.13 The Place of Branding in Communication Business

2.14 Benefit of Brand Positioning Strategy in Marketing Activities

Chapter Three: Research Design And Methodology

3.1   Research Design

3.2   Research Population

3.3   Sampling Techniques

3.4   Sources of Data Collection

3.5   Method of Data Analysis

Chapter Four: Data Presentation, Analysis and Interpretation

4.1   Data Presentation

1. Analysis of Data

4.3   Hypotheses Testing

Chapter Five: Summary of Findings, Conclusion and Recommendations

5.1   Summary of Findings

5.2   Conclusion

5.3   Recommendations

REFERENCES

APPENDIX 1

ABSTRACT

This research exercise is embarked upon with an overview to provide an insight into the significance of brand positioning strategy in the marketing activities using Ovaltine as a case study. The research method of collecting data was mainly questionnaires, oral interviews and the use of textbook and magazines. They were mainly primary and secondary data. Relevant literature concerning the meaning of rending, trademark, logos, brand philosophy, brand strategies under strategies positioning product class segmentation, perceptual mapping amongst them were also looked into emphasis was laid on significance of brand positioning strategy in marketing activities, hypothesis were also made at the end. Furthermore, analysis of relevant data were made through the use of simple percentage were obtained such as the awareness of Ovaltine to its target group (children) will always create a lasting patronage from generation to generation. Recommendations were made concerning these findings, this include establishment of product class by the manufacture so as to differentiate its product from other competitors through distinctive benefit, suggestions for future research was also made. These will go a long way in increasing the company’s sale and eventually more profits.

CHAPTER ONE

INTRODUC TION

1. BACKGROUND TO THE STUDY

Cadbury had been using positioning to segment and differentiate their product over the years. Brand positioning history of over tine.

 According to Gambol, (2001): 93) “the first malt beverage during introduced to Nigeria market was oval tine, which has then an imparted product in the colonial period” However, in 1969, a company has founded as the sole marketer of manufacture and marketing of the product.

After the civil has oval tine modified it’s position to accommodate under target audience, although it maintained “Oval tine for energy” but ingredients show filling packs to convince consumer of value with the use of television, radio, dressed and other out door media.

According to Gambol, (2001:93) says that, ovaltine has affected and lost its market leadership to bournvita. It was focused on the family, in 1981, the vitality campaign has firmly, established and the use of human element become more visible to reinforce practical them slogans hence the pay off “get into action the oval tine way”.

Ten years later vitality them was strengthened by addition of the word “vivid”. The brand positioning was widened in scope to dress various consumer segments including spot sponsorship. In, 1994, brand re-launch and strategy to highlight product nutritive value more impact fully vitality, then was again modified to “oval tine the nourishing food drink for total vitality” re-positioning to children between 2-12 years old.

The new millennium experienced-radical re-positioning of brand upon re-launch its primary target on children (2-14) years and secondary target on mothers, teacher, hence its chocolatery nourishment for tomorrow leaders.

Oval tine main criteria for selecting the present positioning is basically on the children as the future leaders and main passing the memories and friendliness of oval tine to many generation. The introduction of the magic flight sponsored by oval tine to travel outside the country and the annual brain match in the senior and junior categories which also attracts rewarding gift. Oval tine also positions the mother and teacher as the secondary target because of their direct influence on children and because a better time of the day are spent with them. With this have contributed generously in awarding teachers in the teachers day in October 5th, 2002 Abuja, where cash and other brand items among other things were distributed to teachers present at the occasion.

1. STATEMENT OF PROBLEM

Most food drink industries have not been successful because they lack under standing of consumer behavior and the resultant effect is decline in their expected profit.

This is why several criticisms have been made against them. This research will be able to provide answer to the following question.

1. RESEARCH QUESTIONS

1. Do consumers prefer oval tine to other food drink produced by Cadbury.
2. Do consumers prefer other brands to Cadbury product.
3. Can the price of oval tine be compound to other brands?
   1. OBJECTIVES OF THE STUDY

         The objective are as follows.

1. Determine how the present positioning has enhanced market leadership among other food drinks.
2. Determine what advantage the present positioning has over other
3. Determine if the present positioning, has enhance more sales compared to other positioning
4. Determine consumer’s perception of oval tine in terms of awareness and preferability

1.5   STATEMENT OF HYPOTHESES

        Hi: The chocolate, nourishment for tomorrow leaders as positioning has more advantage in terms

        Hi: Positioning has influence aggressive increase in patronage since its inception.

        Ho: Positioning has not influence aggressive increase in patronage since its inception.

        Ho: Brand positioning does not necessarily heads to consumer satisfaction

        Hi: Product positioning heads to consumer satisfaction

1. SIGNIFICANCE OF STUDY

All research studies contribute to knowledge and expand the horizon of the human vision. Thus it is expected that selected case like this will be a source of invaluable formation and knowledge to manufacture and advertisers. Brand positioning strategy for a competitive advantage can not be over looked hence the need to use Benin city to determine  whether the impact of oval tine is feit among the children here as it claims to be that is not focusing alone on the children in Benin City but recognize that they have friends every where.

This study would jeer the marketer and advertisers to take very important decision in production distribution and advertising to their product for greater seller.

1.7   SCOPE OF THE STUDY

    This study will be cantered only on Benin City and among it target group which are children of ages 2-14 years of class a band C, it shall comprise both male and female.

 The schools selected for the study are:

1. University preparating nursery and primary school
2. Bother plus

1.8   LIMITATIONS OF THE STUDY

        As common with most research of this nature conducted in Nigeria, time constraints and the lack of adequate finance, resource and legistics posed some limitation of this research.

Respondents bias and lack of interest by the staff and some consumers who claimed to have always provided assistance and answer to questionnaire previously administered to them by various researchers without being provided with the result of such studies, this pose a great deal of limitation worthy of mentioning here.

lnspite of the above shot comings, the study was an eye opener to the benefits of sales promotion to consumer oriented organization.

1.9   OPERATIONAL DEFINITION OF TERMS

Reliant term not adequately defined under this heading is defined in the literature review where their definitions guide the collection of the literature of the study

BRAND

    A member of class of goods as being physically the same and serving the same purpose to the extent that they are seen as a direct substitution by consumers e.g. oval tine and Milo.

POSITIONING

        Is a peculiar way that a product can be differentiated even when existing product have the same taste, look, content and ingredients.

STRATEGY

    A plan designed for a particular purpose, the process of planning of the whole operation of a campaign in skillful way.

COMPETITIVE

    Taking part in a contest race or truggle against each other. Trying to win some thing by defeating other who are trying to do the same.

ADVANTAGE

    Favorable circumstance, a benefit.

Genesis: Name used as relegated to many products.

Packaging: constellation of an activities design or formation of a wrapper or container for a product.

Brand Name: Words letters, numbers which is vocalized.

Brand mark: A part of brand not vocalized intended to identify a product.

Intrinsic Qualities: Qualities inherent essentials for forming the product.

Trade Mark: A brand or a part of a brand that is giving legal protection that is a brand legally protected.

Copyright: An exccusive legal right to reproduce, publish and add sell other people’s work.

Branding: A composite activity establishing brand name brand mark trade logo e.t.c

Brand: A name term sign symbol of design or a combination intended to identify and differentiate manufacture’s products