CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Advertising of brands of toothpaste in Nigeria media reveal that there are many brands currently in the market. They also show that there is serious competition in the toothpaste sub-sector of the economy.
A quick scan of two daily newspaper revealed that the following are currently competiting for shares of the toothpaste market in Nigeria.
v Macleans and aquafresh toothpastes manufactured by GloxoSmith-Kline Nigeria Plc Lagos.
v Closeup toothpaste manufactured by Unilever Nigeria Plc Lagos
v Dabur toothpaste manufactured by African Consumer Care Limited Lagos
v Clenol toothpaste manufactured by chemical and Allied Plc Lagos
v Flourish toothpaste manufactured by PZ Nigeria Plc, Lagos
v My toothpaste manufactured by Daraju Industry Limited Lagos
v Simile toothpaste manufactured by Pharma care industries limited, Lagos
v Maxtouch toothpaste manufactured by Indent Cosmetics (India) PVT Limited India.
v MAXAM toothpaste manufactured by shanghai white cat shareholding company limited, China
v Dent’o’clean toothpaste manufactured by Doyin Industries Limited Lagos
The toothpaste that was well recognized years back was Macleans. And it was the product which the consumer throughout the country regarded as the best. Even when other toothpastes came into existence. Some illiterate people were still calling them macleans. But because of the constraints different competitions, close-up toothpaste had taken the place of Macleans in the market.
Given this high level of advertising competition there is need now to examine their effects on the sales of the numerous brands in the market.
1.2 OBJECTIVE OF STUDY