IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVES (A STUDY OF UNILEVER BROTHERS NIGERIA PLC)

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ABSTRACT

This project work was an attempt to investigate the impact of marketing mix in the accomplishment of organization objectives. The main objectives were: to identify the impact of marketing mix in the organization. To identify the different approaches used by organization to implement marketing mix. To identify how the management of Unilever Brother Plc should ensure that good strategies should get in plan. Based on the objectives of the study, research questions were formulated. The populations of study were drawn from the users of unilever products in Enugu metropolis. Bourley’s formular was used to determine the sample size. Questionnaires and personal interview were used to elicit data from respondents. Simple tables and percentages were used to analyzed data collected. Based on the analysis, the following findings were made: Marketing mix plays a good role in performance of Unilever Brother’s Nigeria plc. Unilever Brothers Chooses the appropriate marketing mix for the target market. The researcher therefore made the following recommendations; the management of Unilever Brother Nigeria Plc should ensure that good strategies are put in place in presenting their products to the public. People, process and physical evidence which is an other marketing mix in modern economy should be put into.

TABLE OF CONTENTS

Cover Pagei

Title pageii

Approval pageiii

Dedicationiv

Acknowledgementv

Abstractvi

Table of Contentsvi

CHAPTER ONE

INTRODUCTION

1.1Background of the study1

1.2Statement of the Problem8

1.3Purpose of the study9

1.4Research Questions10

1.5Significance of the study12

1.6Scope Delimitation of the Study 15

1.7Definition of Terms16

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1Overview of Marketing Mix 19

2.2Definitions of Marketing Mix 27

2.3The Marketing Mix as Tools of Study 29

2.4Importance of the Marketing Mix 33

2.5Marketing Concept 36

2.6Holistic Marketing 37

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1Source of Data 46

3.2Population of the Study 46

3.3Research Instrument 49

3.4Validity of Research Instrument 49

3.5Questionnaire Allocation and Administration 50

3.6Method of Data Analysis and Treatment51

CHAPTER FOUR

PRESENTATION, ANALYSIS, AND INTERPRETATION

4.1Presentation, Analysis, and Interpretation52

CHAPTER FIVE

5.1Summary of Findings67

5.2Recommendations68

5.3Conclusion 69

Bibliography

Questionnaire

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IMPACT OF MARKETING MIX IN THE ACCOMPLISHMENT OF ORGANIZATION OBJECTIVES (A STUDY OF UNILEVER BROTHERS NIGERIA PLC)

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