THE PROBLEMS OF DETERGENT MARKETING

(A CASE STUDY OF LEVER BROTHERS NIGERIA LIMITED)

By

Author

Presented To

Department of Administration

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. Also, the hypotheses revealed that the promotional activities of the company has nothing to write home about. It was positively analysed that the company should concerntrate its advert on how consumers could economically use the product rather than creating more market that cannot be met. vi The sale of detergent through supermarkets and co-operative stores has, however, Lned unmixed blessing, common charge levelled against those stores was that a fairly substantial percentage of detergent alloted to them whisked away to friends and relations of the management staff. To stop these abuses associated with the scarcity of detergent, it was suggested that LBN should maintain and encourage the created selling centres so as to make the product available to all as an interim measure. While the management should solicit positively for import licence to ensure continuous production, adequate attention should be paid to generating local raw materials locally. The distribution and promotional system of the organisation should be overhauled and desired system evolved in line with the country economic predicament so that omo detergent could be made available to all at the least available opportunity


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