Project Materials

BUSINESS ADMINISTRATION

BRANDING AS A TOOL FOR INCREASING SALES VOLUME OF AN ORGANIZATION

BRANDING AS A FOR INCREASING VOLUME OF AN ORGANIZATION

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FIRST PART

INTRODUCTION

1.1 CONTEXT FOR THE STUDY

According to Adeleye (2003), a brand is the name associated with a product or service. The author noted that a brand symbolizes many more intangible qualities of a product or service upon closer inspection: a collection of thoughts and impressions regarding quality, image, lifestyle, and prestige. Other researchers suggested that a brand gives clients and prospects the impression that your product or service is the only one of its kind on the market (Keller, 2006; Ajagbe, 2007; Solomon et al., 2012). In conclusion, a brand provides the buyer with a guarantee and then fulfills it. Kotler (2000) emphasized that branding is more than a buzzword in business. According to Keller (2003), brand recognition has become the central tenet of marketing in the new economy. The author stated that the traditional marketing adage was “Nothing occurs until somebody sells something,” while the new idea could be “Nothing occurs until somebody brands something” (McCarthy, 2002).

Branding is a crucial aspect of product strategy, and the capacity to build, maintain, produce, and promote a brand is possibly the most distinguishing skill possessed by professional marketers. Marketing’s art and foundation is branding. The American marketing association defines a brand as a name, word, sign, symbol, or design, or a combination thereof, used to identify and differentiate the goods or services of one seller or group of sellers from those of competitors. Therefore, a brand identifies the vendor or producer. The brand name and trademarks offer legal protection for product improvements that would otherwise be imitated by competitors. Moreover, branding provides sellers with the potential to establish a loyal and profitable client base, as well as some protection from their competitors’ better control over their marketing mix planning. All of these factors compel businesses to invest heavily in branding for the sole purpose of product differentiation and identification, thereby altering client preferences and boosting sales branding.

Branding has become an essential motivator in the domain of sales branding for all organizations, whether they are or consumer goods makers.

The researcher selected this topic due to his significant interest in sales growth, particularly branding’s role in determining the extent of customer dependence on this effort and on the businesses. Thus, the effect of branding on Nestle foods Nigeria Ltd.’s sales grow.

Additionally, the researcher analyzed the efficacy, accomplishment, and results that branding has given to the firm in terms of sales volume and profit.

Nestle Plc began minor trade operations in Nigeria in 1961 and has since evolved to become the country’s preeminent food manufacturing and marketing corporation. It is a publicly traded corporation that has been listed on the Nigeria stock exchange (now known as the Lagos stock exchange) since 1978. The primary production units were developed in accordance with current manufacturing techniques to ensure the efficient manufacture of the products listed below. NESTLE NUTREND, NESTLE CERELAC MZE AND NESTLE CERELAC CHOTE, NESTLE GOLDENMORN, NESTLE MILO, CHOCOMILO, MAGGI CUBES, etc. nestle Nigeria Plc has regional sales offices in the regions of Lagos, East, -West, and -East. It has its depot at Ibadan, Benin, Kaduna, Makurdi Kano, Aba and Jos.

Branding has nothing to do with a product’s design, which includes both the internal and extrinsic aspects of a product, such as its texture, color, name, flavor, etc.

Branding is the collection of activities related to establishing brand names, brand marks, copyright, etc. In the absence of branding, there is no marketing situation better described than confastic marketing.

Francis and Stephen (2003) view branding as the production of three-dimensional characteristics for a product, characterized by its name, logo, colors, and symbols. The writers argue that branding helps distinguish a product from its competitors. In addition, they stated that branding helps clients develop a bond with the items. Bearden and Ingram (2007) defined branding as the use of a name, word, symbol, or design to identify a product, or a combination of these elements. McCarthy (2002) said that branding is the process through which a corporation adopts marketing methods to make its business and products more memorable than those of its competitors. He stated that a brand’s promise to consumers is to continuously deliver a set of features, advantages, and services. Additionally, Worlu et al. (2007) define branding as the use of a name, symbol, or design, or a combination thereof, to identify products or services. In a nutshell, it may be considered as a deliberate and planned effort to align business procedures with the brand’s identity and values. Batra and Homer (2004) define branding as an activity in which firms employ a name, phrase, design, or symbol, or a combination thereof, to identify and differentiate their products from those of competitors. er (2000) stated that branding is the process of establishing a unique identity for a product that distinguishes it from its rivals. Branding is the process of establishing distinct and long-lasting perceptions in the minds of consumers (Johnson and Russo, 1984; Blythe, 2001; Ajagbe et al., 2015).

1.2 DESCRIPTION OF THE PROBLEM

The importance of the topic of food product branding in Nigeria cannot be overstated; some believe that food product branding will pose a problem for society as a whole, but others disagree. To be more specific, we have different varieties of soft drinks that, when drunk by clients, will result in the same level of enjoyment; yet, these items must be branded so as to give each its unique personality that will distinguish it from others, or rather competitors. However, the purpose of this study is to determine the effect of branding on an organization’s rising sales volume.

1.3 OBJECTIVES OF THE STUDY

This study’s primary objective is to determine the effect of branding as a technique for increasing an organization’s sales volume. Specifically, the study aims to:

1. Determine the organization’s technique of promoting branded items

2. determine the many branding styles employed by the organization

Determine the effect of branding on the sales volume growth of Nestle Foods Nigeria Ltd.

1.4 RESEARCH QUESTIONS

What strategies are there for marketing branded products within an organization?

What are the various branding styles employed by organizations?

What effect does branding have on the growth of Nestle foods Nigeria Ltd.’s sales volume?

1.5 RESEARCH HYPOTHESIS

There are no significant branding effects on Nestle foods Nigeria Ltd’s sales growth.

There are significant effects of branding on Nestle foods Nigeria Ltd’s sales growth.

1.6 of the Research

Similar research may have been conducted in this field of human activity; however, due to the dynamic nature of the corporate world, many changes may have rendered some of these conclusions obsolete.

This research will benefit the organization under evaluation (Nestle Nig Ltd) since the researcher will investigate many aspects of marketing branded food items within the firm in order to determine if the enormous amount of money spent on branding food products is reasonable.

The study is also anticipated to serve as a resource for future research in this crucial area of business administration, since it can be accessed as a resource, especially if the study has to be improved.

BRANDING AS A FOR INCREASING VOLUME OF AN ORGANIZATION

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