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THE ASSESSMENT OF THE INFLUENCE OF CORPORATE IMAGE ON MARKETING A MANUFACTURERS BRAND NAME PRODUCT

ABSTRACT

The write is motivated into researching in the topic “ The Assessment of the influence of co-operate image on marketing a manufacturers brand name” products is carried out in Onitsha Anambra State with particular attentions to Denco Foam ltd in the process of conducting the research. The main aim of this research work is to find out the roles and benefits derived in engaging into co-operate image of a company. The researcher was of the view that good corporate  image will appear in the good book of consumer and also firms can establish corporate image through public relations. The project is structured  into five chapter one takes an introductory look at the influence of corporate image stating the problems, the purpose and the research questions, while chapter two conduct a review of relevant literature on the topic, chapter three explains the various methods used in this research work, chapter four deals with analysis of data, while chapter five deals with summary of the findings recommendations , conclusion, limitations of the study, suggestion for further research. In conclusion, the research is strongly of the view that if well planned corporate image activities were used, definitely it will influence the consumer’s behavior and also create mutual relationship between the company and consumer of the products.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Companies or corporate bodies have legal existence. They are separated by legal entities and so, they are different from the owners. The owners have their own individual and is different from another individual and so do companies do to another even though they fall under the same industry, producing the same of similar products.

        The image of a company is the way the company appears in the eyes of the public. How the public does lost at   is the company a good one or bad one, how about the product the offer, do they contribute to the development of the community? Business organizations have been trying to build a positive image in the mind of the audience because this book of the public and such a firm is likely to enjoy their patronage.

BRIEF HISTORY OF DENCO FOAM

Denco Foam limited Onitsha Anambra state is a company that manufactures foam, pillow, curtain and other indoor materials. The company is located at Nkpor Onitsha in Anambra State. It started its existence in 1985 as a one-man business. The owner Chief Godwin  Okafor in need of fund for expansion accepted to run the business as a private company after receiving money from friends and relations in 1983. The company got registered in 1990 and since then they had been enjoying limited competition from vita foam, the only competition at that time.

        The number of employees around 1985 were about 16(sixteen) but immediately after the expansion programme of 1990, the number increase to thirty-five (35). Presently the company has more than one hundred and seventy (170) employees across the state. Denco foam has distributed out more than six town and states namely; Enugu, Aba, Obosi, Nnobi, Nnewi and Imo State. Apart from foam, the company also produce pillow curtains, bedspread and towel. They also have customers in Aba, Enugu and Imo state. They obtain their Raw material locally, especially from Northern State where cotton is produced at cheaper rate .At Present the company starts to face stiff competition from other manufacturing similar product. Among them are ; Mouka foam, Apaco foam, Marta foam, and vita foam.

1.2     STATEMENT OF THE PROBLEM

      This is as a result of their increase in number. It appears that company is not equally communicating with their public effectively, this may be responsible for their loss of market share.

      Companies have not been able to create public relation department that would have helped them to create good image for them. Huge amount of money to run a separate public relation department had also prevented the firm from creating their own, the inability of the company to employ qualified public relation department . Finally, the company inability to satisfied their employees means that employees are not comfortable with working with them so they will not have good things to tell the public about the company.

       THE PROBLEM STATE AS FOLLOWS

·        share Loss of market

·        Competitive activities

·        P00r marketing communication

·        Inability to create a public relation department

·        Huge cost of running a public relation department

·        Inability of contribution to community development

1.3     PURPOSE OF STUDY

The purpose of research work as follows

        1.)  To determine the activities of competition actually

           Affecting Denco foam

        2.) To find out if the company is losing market share.

        3.)  To determine the effective of the firm marking communication strategy

        4.)   To find out if the firm can create a separate public relation department.

1.4 SIGNIFICANCE OF THE SYUDY

The research work is important for several reasons that. The end of the study in the information obtained will be used by management of Denco form, in taking decision about their image making marketing practioners, in other Firm in planning their communication strategies students who are carrying out research in similar topic

1.5 RESEACH QUESTIONS

The researcher had prepared some questions that will guide him in the conduct of this research.

1.  To what extent do the activities of competitions actually affect Denco Foam Ltd?

2.  How effectively is the firm marketing communication?

3.  It expensive to run public relations department?

4.  Does the firm motivate their workers

1.6 SCOPE OF THE STUDY

        The research is meant to cover Onitsha Anambra State with particular attention to Denco Foam Limited.

1.7 DEFINITIONS OF TERMS

Company: Business organization makes money by producing or selling goods or services.

Competition: A situation in which people or organization competes with each other.

Employer: A person or company that pay people to work for them.

Customer: A person buying goods and services from shop.

Proprietors: The owner of a business

Predicament: A difficult situation

Retrench: Reduce cost or spending

Shareholder: An owner of share in a company or business organization

Distributors: The act of moving goods one state to another

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