EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF NON-DURABLE CONSUMER PRODUCT
(A CASE STUDY OF ALWAYS SANITARY TOWEL A PRODUCT OF PROCTER AND GAMBLE IN ENUGU METROPOLIS)
ABSTRACT
This research project is very critical study for procter and gamble Nigeria Plc, the study was motivated by the necessity to improve performance of always’s sanitary towel through effective marketing strategies. This research projects was aimed at the following.
a) To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.
b) To determine whether distribution method of P*G has helped to increase sales of always’s sanitary towel.
c) To determine whether distribution method of P&G has helped to ensure that availability of always sanitary towel in the market.
Both primary and secondary data were collected to solve the research problem the population of the study comprised of the personnel of procter and gamble Plc. The distributors and consumer of always’s sanitary towel, the research instrument used for data collection were questionnaire, oral interview, tables, frequencies and percentages in presenting and analyzing the data collected the chi-square statistic was used to test the various hypothesis since this was a test of goodness of it. From data analysis, the researcher came up with the following findings.
- About 63.4 percentage of consumer are satisfied with the quality of always sanitary towel in the market.
- The respondents in the market agree with the availability of always’s sanitary towel in the market.
About 95.1 percent of consumers are satisfied with the availability of always’s sanitary towel in the market. About 96.6 percent of respondents agreed that indirect distribution system have ensured the availability of always’s sanitary towel in the market. About 54.8 percent of those who consumes the product agrees that quality and price are good. Distribution agree that always’s sanitary towel has been well received by consumers and its selling or moving within the market. The overall marketing strategies adopted by procter and gamble Nigeria.
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