NEW PRODUCT MARKETING IN A DEPRESSED ECONOMY
NEW PRODUCT MARKETING IN A DEPRESSED ECONOMY
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Date
1999-07
Authors
OLUBIYO, MORENIKE
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Abstract
In times of depression you see companies that do well in
spite of the depression. They do not have much need to totally
change their marketing strategies, except for occasional review.
Others exist that are hard hit by the depression. They must make
quick and sometimes radical change in their marketing strategies
to survive. It is therefore important that the whole portfolio is
reviewed regularly and that an active policy towards new product
development and their effective marketing and/or divestment of
old product is pursued.
Marketing managers are therefore faced with developing
new and improved marketing strategies other than those used
before to suit or accommodate the current depressed condition of
the Nigerian economy.
It is in light of the above, that this study was carried out to
analyse the strategies adopted by Johnson Wax Nigeria Limited
to market efficiently and effectively it's relatively new product
which is a new brand of insecticide marketed under the brand
name of Raid. This has been done given special consideration to
the current depressive economy prevalent in Nigeria.
Description
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
INSTITUTE OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
BEING A PROJECT SUBMITTED TO THE DEPARTMENT
OF BUSINESS ADMINISTRATION, AHMADU BELLO
UNIVERSITY, IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTERS OF
BUSINESS ADMINISTRATION (MBA)
JULY, 1999
Keywords
NEW PRODUCT,, MARKETING,, DEPRESSED,, ECONOMY