THE PROBLEMS OF DETERGENT MARKETING: A CASE STUDY OF LEVER BROTHERS NIGERIA LIMITED
THE PROBLEMS OF DETERGENT MARKETING: A CASE STUDY OF LEVER BROTHERS NIGERIA LIMITED
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Date
1985-09
Authors
GEGU, SULE MUSA
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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.
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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
Description
Being a Project in Partial fullfilment of the
Requirements of the Post-Graduate School for
the Award of the Degree of Master in Business
Administration (M.B.A.) of the Ahmadu Bello
University, Zaria.
Department: Business Administration
Faculty of: Administration.
September, 1985.
Keywords
PROBLEMS,, DETERGENT,, MARKETING,, LEVER BROTHERS,, NIGERIA LIMITED