CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
As we move
through the present economic conditions, the socio economic setting is
different from what is used to be in the past today, many industries have to
contend periodically with shortages and others face interactive competition
people values are changing.
An
attempt to know the most satisfying product right channels to be adopted, types
of pricing tactics to adopt and the promotional strategy to apply.
Marketing
is something that we do well, we all live by selling something. (stevenson)
workers exchange their labour for income and use their income to buy wanted
goods, companies use their products and use the receipt to buy raw materials
and equipment move goods making a profit all know is a crucial human investing.
It embraces the activities we engage into satisfy economic want.
This
marketing was born, marketing means working in markets which in means
attempting to satisfying human activity directed at satisfying needs and want
through exchanges process, it consists of finding out what product and services
people already need and want and than proceeding to design, promote and
distribution them.
A
production is any thing that can be offered to a market for attention
acquisition, use or consumption that might satisfy a went or need, which
exchange can be defined as the art of obtaining a desired object from some one
by offering something in the return.
Marketing
determines the growth and expenses of any businesses organisation, the market
therefore is a researcher, investor, a psychologist, sociologist, economist
communicator and a lawyer all rolled in the one, the professional marketer is
involved in finding consumer needs and desires, developing product concepts
aimed at satisfying fulfilled needs and desire, testing the validity of those
product concepts, designing product features, packaging and finding a suitable
brand name, pricing the product to recover a reasonable from an investment
arranging for regional, nation and international distribution creating
effecting marketing communization to let public know about the product’s availability
commercial scene, and dating scale, monitoring customer satisfaction and
rendering marketing plans in the light of results.
Good
marketing defined a purpose for every organization, and statement of purpose
should be specifies as to the business domain in which the organization will
operate e.g. we help farmers to increase their productively. In its development
of a definition for business domain, the company may want to specify up to from
concession needs customer growth product and technology.
The
energy of pure water has made it imperative to effectively market such product
many years back there nothing of such and since there are a lot of them in the
market now, the opportunities which they found and tend to exploit soon become
a threat. This is so because many people went out to exploit negatively the
opportunities there is with out adequate consideration for a health and proper
hygiene water packaging.
Marketing
is a total system of business activities designed to plan, price, promote and
distributed want – satisfying goods and services to present and potential
consumer whole maximizing sales profitably over the long run.
1.2 STATEMENT OF THE PROBLEM
The
statement of problem in this research work tends to look at what branding and
marketing of pure water market. A lot of customer have being complaining about
the process by which such product is been marketed as many marketing principle
were not adopted. The question is whether this view of marketing definition are
still in time with the realities of the present day practical marketing
operations carried out in Ilorin township
·
Is marketing strategy
well understand and employ in pure water product
·
Does beverage industry
evolve a marketing strategy that will make it competitive in the market?
·
What does new marketing
got to do with beverage product in the market
1.3 AIM AND OBJECTIVE OF THE STUDY
This
project will research into the branding and marketing of pure water market in
ILORN TOWNSHIP, produces of Ayobat pure water.
The
study will give an indept survey on various strategic marketing decision at the
disposal of any marketing executives engaging in the branding and marketing in
the production of pure water in many part of the country, most especially
Ilorin
The objectives
of this study include the following:
·
To identify the area of
branding of pure water market and how it can effect the survival of the pure
water market
·
To identify the various
ways employed in the company in improving the quality of its product
·
To emphasis on how
marketer of such product can given the patronage of the customer
·
To identify marketing
strategy employed in company’s being considered
·
To identify the various
means used to distribute the company products.
·
To identify the
company’s assessment of consumer needs
1.4 SIGNIFICANCE OF STUDY
The
significance of this study can be explained from the social points of view
there making is the force that harness a nations industrial capacity to meet
the society material want. The area of branding of pure water market in other to
enhance the goal of the profit making in organization situated especially in
Nigeria as the invest in long planning which will them enable them to satisfy
customer based on delivering quality service and value as a result of the
applied knowledegment which is the analysis, planning, implementation and
control of marketer buys for the purpose of achieving organization objectives.
The
study is of significance as well to the organization because the study will
enable us to seek for branding and method of treating water so that it could
remain in active business during the time of treat.
The
society at large the economy environment, so therefore area of marketing and
method by which rhis threat could be treated will in long way improved society
being and welfare.
The
following are the significance to industry of the study:
1. From
conclusion arrived at in this study advice given to make business and small
business and some noticeable, point that could enhance the easy assess to
funds.
2. The
study also attempt to examine the existing view on this particular area of
study with a too confirm or draw a counter opinion base on the finding of
branding and marketing of pure water.
3. The
products and services are want satisfier and as such must fulfilled that wants,
needs, desires and expectation selected target customer
Significance to public
– market
1. In
the attainment of these goal in Nigeria and any other market economy, the
preferences of society favour the sue of market mechanism
2. The
government looks like the businessman who explores the means of obtaining
revenue and plans how to utilize it to achieve the greatest possible personal
development
3. This
is any arrangement which occur between the buyer and seller of a particular
goods r services of the purpose of making profit. A market can be referred to
as the place where both parties come together.
Significance To
Government
1. The
government and the people review the revenue position and the need to find a
solution to the important problems that have come up and agree to the required
adjustments to finance the increase
expenditure.
2. Population increase in an important factor
motivating increase in government expenditure. As the human race multiplies so
does the public goods needed by the increasing population have to increase, a
rise in population demand on increase in public good like schools, hospitals
among others
3. Government
project could take some years to execute the initial capital set aside for such
project may become inadequate with the passage of time and inflation.
Significance to
Researcher
In the
researcher study, the research question below is formulated to serve as guide
1. If
the employer and the employee relationship and effectiveness are not correlated
2. If
the employees and the management relationship and effectiveness are not
correlated
3. If
the industrial relation and effectiveness are not correlated
4. If
the industrial relation and effectiveness are correlated
1.5 SCOPE OF THE STUDY
This survey was
a study of AYOBAT PURE WATER. It hence coers all areas of marketing
innovationan dits implication to company sales profit.
The
intention of the researcher is to find out how this company (AYOBAT PURE WATER)
performs in one aspect of the marketing environment with the aim of making
reasonable inference as to how effective innovation has been employed in the
marketing deals with the three, men, money and materials products of the
company
GEOGRAPHICAL SCOPE
This
is the geographical area in which the study is currently carried out. The
location of the study is ILORIN STATE, OYUN. The research is because I based in
OYUN and it would be convenient for me.
TIME SCOPE
This
covers the periodic depth of the study. Therefore the time scope of this study
is five (5) years back 2006 – 2011
INDUSTRIAL SCOPE
This implies
specification of the industry of the study. Therefore the industrial scope of
this study is the AYOBAT PURE WATER IN ILORIN TOWNSHIP.
CONCEPTUAL SCOPE
This will cover
the relevant of marketing research and information system to the employed new
method together the necessary data of AYOBAT pure water, Ilorin.
1.6 LIMITATIONS AND CONSTRAINTS TO THE STUDY
·
Financial
Constraints: Financial inadequate funds has
delayed me in carrying out my research work, because I am still a student and I
still my depends on my parent, so I have
to let my parent know that I will need some money for my project work, they
gave me enough money that enable me carryout my research works.
·
Time
Constraints: As we all know we have only four
weeks for our project, and time is not on anybody side, I have to receive lectures,
do my assignments, study my books and gathered some materials for my projects
before I could do all these the time is almost gone, so I have to re – adjust
the time I used in sleeping. I set aside 3hours in the night for my project,
from 11pm to 2am.
Respondents Constraints
: The
researcher a lot of problems before getting answer from respondents, they
always felt relevant to respond whenever the researcher to see the manager and
explain to him concern what I needed the information for, they always deny me
from seeing him, because they thought the information they will give me will be
used against them. One of my neighbor know the factory manager, he was one that
later took me to him, and he let him know am a students, that I just need the
information for my project work, that the information will not used against
them. That was how I was able to got the information I needed.