THE PROBLEMS OF DETERGENT MARKETING: A CASE STUDY OF LEVER BROTHERS NIGERIA LIMITED

📄 Project Abstract

This research work is concerned with the problems of detergent and as well as the marketing operations of the Lever Brothers Nigeria Limited, including the management of its distribution function. The research was made possible through the review of the Levernews, Papers presented at Seminars, and as well as some business journals. Individual distributors of LBN and consumers of Omo detergent were interviewed and valuable information collected. The research tried to identify factors responsible for the scarcity and high prices of omo detergent in the recent years and possible solutions that could arrest the situation suggested. The hypotheses generated and tested at various stages of the research show that though the problem of detergent marketing in Nigeria is a production problem, the distribution system of the company (LBN) is equally faulty. It was further revealed that the traditional long chain of distribution system in a depressed economy as can be seen today is undesirable. Als...