CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In developing a marketing strategy for biscuit, the manufacturer has to confront the branding decision. Branding is a major issue in product strategy and has become a potential marketing tool. An increasing number of products are sold on self-service basis, and branding must perform many of these sales tasks. In the past, most products went unbranded. Producers and middlemen sold their goods out of barrels, bins, and cases, without any supplier’s identity. The earliest sign of branding were in the efforts of medieval guilds to require crafts people to put trade marks on their products to protect themselves and consumers against inferior quality. Today, branding is such a strong force that hardly anything goes unbranded. A powerful name is said to have consumer franchise. (Adirika, E. 0, Ebue, B. C, and Nnolim, D. A, 2001:184).
Moreover, a realization of the fact that branding as a marketing tool affects other product management decisions, confronts one with the fact that its impact on marketing activities and consumers cannot be overemphasized. (1995:100), captures the very essence of branding, when he opined that apart from the Herculean task that will be associated with trying to decide what manufacturers product to buy from
all the unbranded products, other product management decisions based on market segmentation, promotion, product positioning, pricing etc, would have been practically impossible”. Marketers consider branding as an integral aspect of the total marketing strategy as well as a vital factor in product planning and development. Sometimes, the way in which a product is perceived by the market by merely hearing the brand name is a good determinant of the product’s success or failure. E.g. Yale cabin biscuit. From the foregoing importance of branding, marketers and producers alike are developing increasing interest in this strategy. The Biscuit Industry in Nigeria is not an exception to this increasing adoption of branding as a strategy for winning the heart of consumers.
| Project details | Contents |
|---|---|
| Number of Pages | 147 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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