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THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND (A CASE STUDY OF UNILEVER PLC)

ABSTRACT

This project is on the “effectiveness of marketing communication mix in creating awareness of a brand” (using Unilever Nigeria Plc as a case study. The main objective of this study is to find out the effectiveness of marketing communication in increasing the sales revenue of Unilever brother products.In the cause of seeking for information primary and secondary data wee collected data include personal interview and questionnaire allocation. The respondents to these questionnaires are consumers of Unilever products in Enugu metropolis. The secondary data on the other hand, were collected from professional journals, magazines, business and marketing textbooks, newspapers and  internet.  The population of this study is all the resident consumers in Enugu metropolis.  In order to determine the sample size, the researcher used pilot surrey for the resident consumers in Enugu metropolis by using “Bourley’s” formula for consumers because the population is known. He researcher used census of 2006 of Enugu metropolis. The research instrument used for the study were questionnaire and interview. In constructing the questionnaire, the researcher used open ended question and the multiple choice questions the data collected form the respondents through questionnaires use analyzed using tables, percentage statistical tool and chi square technique was employed in testing the hypothesis. Form the invesstigation, it was found out that the Unilever Nigeria Plc makes use namely advertising, personal selling, sales promotion, public relation and trade exhibition to create awareness and persuade consumers to buy its products. On the findings, the researcher therefore made the following recommendations first, Unilever Plc should intensity the use to public relation to improve its developing image the inhabitant of where the waste water has been casing erosion menace there. The researcher also recommends that Unilever Nigeria Plc should intensify its communication activities in its other product like lux soap, which had attracted very low marketing communication effort, the product might be consumed by marry Nigerians who have insufficient source of good bathing soap.  The researcher concluded by saying that, marketing communication activities others completive advantage to many organization. Therefore to remain in the market in the market, Unilever, has to apply different forms of marketing communication in varying degrees.

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