THE IMPORTANCE OF PRODUCE PLANTING, PACKAGING AND MARKETING IN AN ORGANIZATION
(A CASE STUDY OF PROMOTEX INDUSTRIAL AND CHEMICAL LIMITED, LAGOS)
ABSTRACT
(A CASE STUDY OF PROMOTEX INDUSTRIAL AND CHEMICAL LIMITED, LAGOS)
ABSTRACT
It have been
said that for any organization to outshine its competitors the organization
should be able to provide a customer superior value than it competitors in a
quest of trying to satisfy its customers profitable. This project is to
highlight the importance of product planning, packaging and marketing as a way
of creating customer superior value. Using Promotex industrial and chemical limited
Lagos as a case
study, to identify problem or difficulties encountered by the organization
CHAPTER
ONE
1.0 GENERAL INTRODUCTION
The
social and economic justification for the existence of a business is its
ability to satisfy its customers. A company meets its basic reasonability to
the society through its product. Unless it fulfils this mission a firm should
not exist. And normally the competitive forces in our socio economic system do
not permit organization that cannot satisfy its target market to exist.
In
developing programme to reach its target market. A company starts with the
product or services designed to satisfy the wants and needs of the market.
Executives
must plan, develop and manage both individual product and company’s product
assortment. This is no easy task, as is shown by the large number of product
failure in our economy.
A
product may be defined as anything of value that can be offered to the market
for acquisition which can satisfy a want or need and it could be tangible or
intangible. It could also be a bundle of physical ad psychological satisfaction
that a buyer receives from a purchase.
Planning
is drawing from the past to decide in the present what to do in the future in
order to achieve organizational objective.
All
planning including marketing planning follows the same consequence product
planning embraces all activities that enable a company to determine what
product it will market.
And
product development encompasses the technical activities o product research,
engineering and design. This is so important to a company because a good
executive – judgement elsewhere cannot off set weakness in product planning. A
company cannot successfully sell a poor product over the long run. Often it is
easy to create a demand for initial sales. But a company that want to repeat
sales and stand taste of time needs good product.
Most
companies recognize that packaging is important for production and convenience.
Packaging is a general group of activities in product planning that involve
designing and producing a container or wrapper for a product. In developing
appropriate packaging, due attention needs to be paid to such details as the
colour, design brand name, convenience of opening and closing the package and
the more basic product protection requirements.
The
multiple adjustments with regard to the product and packaging indicate the
potential opportunity for successful marketing.
In
an economy where people largely self sufficient, the grow their own food make
their own cloths, and build their house and tools. There is no marketing
because there is no exchange. As the time passes, however the concept of
division of labour begins to evolve. People concentrate on producing the items
in which the excel. This result in them producing more than they need or some
items, and less than the needs of others. Whenever people make more than the
want, or want more than the make, the foundation is laid for trade, and trade
(exchange) is the heart of marketing.
This
project thereby highlights the importance of product planning, packaging and
marketing in an organization (Promotex Nigeria Limited).
1.10 BRIEF HISTORY OF THE COMPANY
Situated
at Akwu-uru industrial estate Nnewi Anambra state. The name CHICASON
reverberated on Nigeria
business tarrain. It spectacular success is informed by the inhabitant
borrowing into almost all field of human endeavours. The group built into
octopus like business empire cut across various sector of the economy oiling
the nation wheel of progress.
The
meteric rise of the group is the handwork of a passionate and hardworking
gentlemen of vision of excellence, chief Chika Okafor, the chairman / chief
executive chicason group of companies.
The
vastness of his intelligence and business acumen has moved the company into
greater height since its establishment in 1981.
The
head office is situated at Nnewi, Anambra
State. The contribution
of the industry to the development of Anambra
State: in particular and Nigeria in
general is enormous.
1.1.1 MEMBER OF CHICASON GROUP OF COMPANIES
CHICASON NIGERIA LIMITED
Rimco
was incorporated on 5th November 1981 this company has its primary
motives to import and merchandise general goods with a view to investing in
specific areas of the economy.
Rimco Nigeria Limited
Rimco
was incorporated in 1985. An acronym for Resources Improvement and
Manufacturing Company, the company based at Nnewi, forms the manufacturing are
of the entire group.
Cason Travels Limited
The
company was set up in 1984, and since it commenced operation is at the Onisha
Head Office, the company has been offering efficient services to its clients
and has won more patronage. The success story is traceable to the expertise and
professionalism of the management staff.
Natural Resources
Limited
This
company, since its establishment in 1984, has continue to be a steady source of
revenue to the entire group. This is due to the nature of its business
responsibilities, which is importation and mechanize of auto parts, aluminium
profiles etc.
1.12 PROMOTEX INDUSTRIAL AND CHEMICAL COMPANY
LIMITED
United
Tropical Industries (UTI) was brought over by promotex industrial and chemical
limited, a subsidiary of Chacason Group of Company. It commenced full
production January, 1996. It specialized in the production of soaps, embodying
all the desirable features that will appeal to buyers. It ahs its factory and
office at No 202 old Ojo road (beside Asra fisheries) Alakija Amuwo Odufin, Badagry Express Way Lagos.
UTI
originally produce soaps, soaps brands inherited from UTI were:
(1) Palm,
Laundry soap
(2) Tropical,
Toilet soap
(3) Tropicans,
Toilet soap
(4) Flowers,
Toilet soap
(5) Love,
Toilet soap
The
one being introduced by promotex were
(1) Dermocare,
medical soap
(2) Skinways,
medical soap
The
major activities was to improve the inherited product through design and
production, branding, packaging and consumer concepts, testing product
development proceeds from design and production of the basic product to brand
naming and packaging while at each stage consumer test are conducted to check
the appeal of alternative product features brand names and packaging design.
1.13 ORGANIZATIONAL STRUCTURE OF THE COMPANY
The company is organized along the
following
In
the above diagram at the top, there is the chairman / MD (Chief Chika Alexander
Okafor Chicason Group of Companies) who is followed by the Executive
Direectors, Engr. L.O Ilozue and Engr Joseph I.C Acheh chiscason Group of
Companies. This is followed by the plant manager, Mr. Amos. Idiaghe of Promotex
Lagos, a subsidiary of Chacason Group of Companies who is follow by various
departmental heads who are directly responsible to him.
1.1.4 THE MARKETING DEPARTMENT
This
is the real area of concern. It is interested to know the structure of the
marketing department and how it is effectively doing to enhance the marketing
concept.
The
marketing department is one of most powerful department attention is always
accorded to. The department is seriously curious at serving the consumer
effectively. I discovered the following structural arrangement in the
organization.
The
above represents what actually happened on how exactly the organization was
being structured (i.e. marketing department). The Marketing Department is
headed by sales marketing manager who is the over all boss in that department
and for which everybody is responsible to. He delegates power to the
subordinates to carry out some function after they return to him.
The
senior sales superintendent is directly responsible to the sales and marketing
manager and he takes care of sales. He divided the area in which the dominate
or distribute their product nationwide. In the eastern part of country. The
soaps are being send to their salesman. In Chicason Group of Companies Nnewi,
while in the Northern part of the country they have their distributing center
and salesmen in Kano
at Rimco Limited (Life Vegetable Oil) Depot No 205, Bello Road, Near Bata Kano. The company’s
head office based in Lagos
covers the southern part of the country.
As
prospective marketing manager, I want to the manager, Mr. Alexander Jatau Atubu
and inquired from him on how they spread their product. His response was that
the sales managers goes around the various centre where the have braches to
collect information and this information is passed to the sales marketing
manager for instant action.
These
centre are headed by zonal sales managers who are responsible to the sales
manager at the headquarters. They control the territory in which the ensure and
delegate to sales representative on how to promote and distribute the products.
He takes account of sales in his zone. He takes all his account to the sales
manager who is the immediate boss.
The
sales representative are the one that collect information from the local people
at the grass-root level. They know what the demand of customers are and
therefore reports them to their immediate officers for onward report to the supervisor
officer. This really represents the structure of the organization.
1.2
OBJECTIVES OF THE STUDY
The
purpose of the study of this research is to discuss the following:
1) Steps
involves in product planning, packaging and marketing
2) The
importance of product planning, packaging and marketing in an organization.
The
type of market strategy used by the promotex industrial and chemical company
limited Lagos
in production distribution of their product.
1.3 SCOPE OF THE STUDY
The
study is intended to cover promotex product planning, packaging and marketing
in Lagos. Their
important roles and function as it effect the economy of the country. It was
sees further to the use of our resources and the sectorial distribution of
investment.
1.4 LIMITATION OF THE STUDY
I
must act immediately that, to this topic there are a lot of limitation. I shall
be relying mainly on the information gathered from textbooks and journals in
addition to the survey carried out. The limitation of this study most
especially of the death of current data. Even where these data are available,
there are a lot of difficulties in obtaining them from the appropriate
authorities, but I finally succeeded in getting information which were some how
not very much up to date.
1.5 SIGNIFICANCE OF THE STUDY
This
research project will be of immense benefit to all organization to keep in
their libraries. It will also be of equal interest and benefits to students
offering the following courses majority – marketing, Business Administration,
Salesmanship Management, Banking and Finance, Accountancy and other people of
various fields of occupation.
1.6 HYPOTHESIS OF THE STUDY
H0:
The adaptation of product planning, packaging and marketing is important to an
organization.
H1:
Can the adaptation of product planning packaging and marketing reduce
profitability in an organization and therefore not important.
1.7 DEFINITION OF TERMS
(i) Product:
Is being defined by Philip Kotler 2014 as anything of value that can be offered
to market for acquisition, which can satisfy a want or need and it could be
tangible or intangible
(ii) Planning:
Can be defined as an intellectually demand process, it requires the conscious
determination of cause of action and the basing of decision on purpose
knowledge and considered estimates.
(iii) Packaging:
According to Philip Kotler 2014 is the general group of activities in product
planning that involves designing and producing a container or wrapper for a
product.
(iv) Pricing:
According to M.O. Ode, Duru-Mebue 2011 is an agreement between seller and buyer
concerning what each is to receive the mechanism or device from translating
into quantitative term (Naira and Kobo) the value of the product to the
consumer at a point in time.
(v) Promotion:
According to Philip Kotler (2004) is the act of creating awareness in order to
induce the prospective customer to accept the company’s offer through bill
board, television and advertisement.
(vi) Advertising:
According to American Marketing Association (AMA) (2006) said is any paid form
of non personal presentation and promotion of idea, goods and services by an
identified sponsor.
(vii)
Marketing:
Philip Kotler (2014) defined marketing as a social and managerial process by
which individuals and group obtain what the need and want through creating and
exchanging product and values with others.
1.8 END NOTES
Philip Kotler (2014) Marketing
Management Analysis, Implementation and control 14th Edition. New Jersey Prentice Hall
Inc. Page 589.
Ode, M.O., Duru-Nnebue B.O and C.M.
Matten (2011) Fundamentals of Marketing, Principles and Application 6th
Edition. Divine computer SS10
Nasarawa Road, of Lagos Street Kaduna
page 101.
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