New product development as a means for achieving marketing objectives in a company – case study of Uniliver Nig Plc

Description

Abstract

New product development as a means for achieving marketing objectives in a company – case study of Uniliver Nig Plc. The central focus of the marketing system in any society is the satisfaction of human needs for economic goods and services. The effectiveness and efficiency of the marketing system and indeed the entire economy may be measured by the extent to which the offer individuals and households the assortment of goods and services they need to support the lifestyle expectancy of their member. Using Unilever (Nig) Plc Aba, as a case study this project reports on the extent to which the success of organizations is dependent upon their ability to develop consumer accepted/product/brand and services. Two different questionnaires, total thirty-six (36) on the whole were developed and administered randomly. The company under study has more junior staff than management staff the research set out to study only twenty-six (26) Junior staff and ten (10) management staff by administering questionnaires with specific and standardized questions. The essence of studying the management and junior staff simultaneously was to compare their opinions on vital and critical issues. Unfortunately, the researcher worked with thirty (20) questionnaires, because out of thirty-six only 20 return their questionnaires, and (15) were discarded for improper completion. Analyzing the subject responses, it was found that the interaction between new products and marketing/corporate goods was statistically significant. It was also found that the interaction between competitive and new product successes was statistically significant. Finally, results-oriented recommended actions was suggested.