Analysis Of The Importance Of Marketing Information System In New Product Development And Planning (A Case Study Of Berger Paint Plc)

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Project and Seminar Material for Marketing

Project and Seminar Material for Marketing


This research work is dedicated to God Almighty without him I can do nothing. I also dedicated it to my beloved husband, parents, Brothers and sister and host of others.


This project not have Been possible without my first acquitting sound tertiary education. In wish therefore through this medium to express my profound gratitude to my academic mentor for the ingenious virtues they impacted to me and which have been seeing me through my education.

I also grateful to all my colleague especially those in department of marketing and to my supervisor Mr. Egu Anthony .o. for their support for seeing me going ahead.

Finally, I am most grateful to the almighty God for his infinite mercies and abundant grace which he have prevailed on me.


The part which marketing information system played in the satisfaction of customers can not be over emphasized in the sense that marketing information system is that which firms used to identify their customer needs and go satisfy them profitably.

These research work made use to understand the extent at which information system have helped in solving the problems of customer more especially Berger paint plc customers. Hence it is found out that effectives marketing information increases the satisfaction of customer need.

Therefore, firms in the industry should ensure that effective marketing information system are used for proper customers problem identification saving and satisfaction. Since marketing information system is unavailable firms in the manufacturing sector should adopt it to improve that service and gain customer patronage.

Table Of Content

  • Title page
  • approval page
  • Dedication page
  • Acknowledgement
  • Abstract
  • Table of contents
  • List of contents
  • List of figures

Chapter One

  • 1.0 Introduction
  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Objective of the study
  • 1.4 Research questions
  • 1.5 Significance of the study
  • 1.6 Scope of the scope –
  • 1.7 Limitation of the study
  • 1.8 Definition of terms

Chapter Two

  • 2.0 Review of related literature
  • 2.1 introduction
  • (other function of the topic)
  • Reference should be by style

Chapter Three

  • 3.0 Research design and methodology
  • 3.1 introduction
  • 3.2 research design
  • 3.3 sources/ methods, of data collection
  • 3.4 population and sample size
  • 3.5 sample techniques
  • 3.6 validity and reliability of measuring instrument
  • 3.7 method of data analysis

Chapter Four

  • 4.0 Presentation and analysis of data
  • 4.1 introduction
  • 4.2 Presentation of data
  • 4.3 Analysis of findings
  • 4.4 interpretation of result

Chapter Five

  • 5.0 Summary, conclusion and Recommendation
  • 5.1 Introduction
  • 5.2 Summary of findings
  • 5.3 Conclusion
  • 5.4 Recommendation
  • Reference
  • Appendix

Chapter One

1.0 Introduction

1.1 Background Of The Study

information and reliable data the bedrock of any management decision they also from the basis for all the diagnostic and prognostic effort of managers from marketing stand point problem can only be anticipated identified analyze and resolved or prevented if accurate and reliable information can be obtained from both internal and external sources.

This overriding importance of marketing information is so obvious that every trained marketing manager make deliberate efforts to generate analyze and use information system are concerned with information gathering.
According to the America marketing association (AMA) marketing research is the systematic gathering recording and analysis of data about problem relating to the marketing of goods and services. A major weakness of this definition is that it implicitly ignores the fact that not only marketing researcher analyze and solve problems that the identify them.

Secondly, it has been criticized for not being clea on the end of goals of marketing research. A short but acceptable definition sees marketing research as of formalize decision. Taken together these two definition which reveal the nature and scope of marketing research.

Firstly, they show that the purpose of marketing research is to aid in marketing decision it may help to identify marketing problems and opportunities available courses of action in resolving the matter.
Secondly, it is a formulized or systematic means of obtaining the needed information. Thus the process is neither accident haphazard but deliberate and organize it is systematic in the sense of following a defined and three tested procedure. Thirdly following closely from the second observation is the fact that marketing research is seek objectively.

In so doing, the marketing research process aim at being scientific in the sense of findings out what is although the information so generate is expected among other things to help determine what should be.
Finally, since it is an aid to marketing decision of the following product, planning, product development and modification, product feature, pricing media selection and effectiveness, competition, target market other marketing and environment factor.

In focusing on any other marketing related issues marketing research may help in problem identification structure of people equipment and procedures together sort, analysis, evaluate and distribute perineum timely and accurate information for use by marketing decision makes to improve their marketing planning implementation and control.
When compared with the definition of marketing research given earlier the difference becomes obvious.

First where as marketing research gather and analyze needed information on an adhere non-recurrent basis a marketing information system is installed to do this on a regular basis.

Secondly, it has also been suggested that while marketing research focuses on information generation, marketing information to marketing decision makes.

Thirdly, it would appear that while marketing research is more of a curative medicine a marketing information system is both curative preventive.

Finally, marketing research is a part and parcel of an organization marketing information system since the latter is much broader is scope.

1.2 Statement Of The Problem

It has often been said that new product. Suddenly succeed in the market. This is not far from the truth however many new product that meet the demand of the customers cannot in nay way fail further more those that paid do so die to their inability to meet the needs of consumer by so doing they come face to face with total rejection thereby heading to their failure.

The importance of relevance information cannot be over emphasized because it has been said by authorities that information is the life blood of every marketing organization, without information the marketer cannot ascertain the decision as well as the heart of their customers whom they are meet to satisfy and so they fail.

The way of generating relevant information and ensuring that it get to marketers for use is through the marketing information like towns that cannot be separated unfortunately however most organization take them for granted either due to total lack of knowledge of the essence of the marketing concept or due to the enormous expenditure involves in gathering information this invariably affects the quality of their decision and the ability of their new products to meet consumer demands.

The essence of this work therefore is to examine the importance system on new product development and planning.

1.3 Objective Of The Study

the aim of this study is to examine the application of marketing information system in new product planning and development. Especially the study intends to achieve the following objective.

  1. To determine of Berger paint have a market unit
  2. To determine the status of marketing information system/marketing research in Berger paint.
  3. To determine if the firm has resources to marketing information system in planning and developing new product
  4. To determine the essence of marketing information system in generating data for new product planning and development.

1.4 Research Questions

The research has the main tasks of finding out the following

  1. Do Berger paint have a market unit
  2. To determine the status of marketing information system/ marketing research in Berger paint
  3. To determine if the firm has resources to marketing information system in planning and developing new product.
  4. To determine the essence of marketing information system in generating data for new product planning and development.

1.5 Significance Of The Study

The need for this study cannot be over emphasize letter or no attention has been given to the importance of the marketing information system in new product planning and development.

Thus, It is expected that this study will be beneficial to Berger paint plc on which this research work is being conduct on as its finding will guide the product or R and D managers in product planning development. Consumer will also benefit from this study and it findings. If it is implemented very well it will guide the company and other companies in creating products that will meet the taste and preference of consumer. Also the work when completed will serve as a reference material to other scholars in this field of study.

1.6 Scope Of The Study

Berger paint plc is one of The firms in the ohi geopolitics market of paints industry in Nigeria it has the following Clover paint plc Aka paint plc Seclux paint and Besta paint as it major rivals the choice of Berger paint plc as the case study of this research was informed by difficulties met of this researcher in the same industry. Within it firm the personal in the marketing department were interviewed in executing the work equally consumer of Berger resident in Aba area were used.

It has to be so, because the product is a national brand and the researcher could not cover the whole nations hence Aba area was picked as a good representative of all the market.

1.7 Limitations Of The Study

In carrying out this research the researcher was faced with so many problem which hampered the researcher efforts to some extent.

There was the problem of insufficient fund and limited time of further research from this there is won for further research from this point by any one who would wish to continent from this point.

During the administration of the questionnaire there a problem of reluctance on the part of the staff to respond to question of the questionnaire it took time before id be convenience to do so. There was the problem of refusal to disclosed some information required from them.

1.8 Definition Of Terms

Here are the technical and professional term that appear in this research work and their contextual meaning.

1. Marketing research:

Marketing research is systematic gathering recording and analysis of data about problem relating to the marketing of goods and services.

2. Marketing information system:

Marketing information s1gsn is a structured interacting complex of person machines and produces designed to generate on order flow of pertinent information collected from inter and extra firm sources for use as the basis for decision making.

3. Marketing:

Marketing is defined as a social and management process by which individual and groups obtain what they need and want through creating offering and exchanging product of value with others.

4. New product:

Comprised original product, product modification and the brands that the firm develops through its own research and develops through its own research and development efforts.

5. Development:

Development is the process of producing or creating a new or new or advanced product.

I bet you, the complete material is fully loaded. This is just an excerpt. The Material is in MS-Word Format which you can easily edit and is comprehensive for a complete research work for this topic

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How to nail it on the head during your project defence

You are through with writing that project. Now what?

You have found yourself at that point where you have to defend what you have written. Of course you have to stand in front of your supervisor and other literary personalities to prove that you know what you wrote in your project paper. Unfortunately, the more you think about it, the more it looks like you are about to face a legion. It is not a war. But the emotion of dread welling up inside of you makes it look like one. So now you are asking yourself questions.

  • How am I going to start?
  • I hope I will do well enough to get an A.

You really want to nail it, but you need to come to terms with exactly how to get everything in perfect control. Especially your emotions of fear that seem to make a wreck of you every time you think about public speaking.
So here is the deal. I want to help you avoid that feeling that would ruin your precious moment if you dare to let it. And we are going to do it together.

I am going to highlight some very important tips to help you get in control for you to be comfortable enough to move from that feeling of DREAD to CONFIDENT; and making an awesome Impression for that great rating your supervisors should be giving to you so freely.

Consider these tips as you prepare for your defence. We will be taking them one after the other so here we go.

Watch Your Body Language And Keep It Confident:

Can you tell that a person is falling apart if they look confident? … If I can second guess you rightly, am sure you answered no to that question. Remind yourself that you need to come out that way. Now this might seem like a huge big deal when you are dealing with the foreboding. Maintaining a poise of confidence is very important. So find your most comfortable position, sitting or standing and draw up your body. You must exude confidence. It is something you need to do for yourself. People can only see what you allow your body language to show. So you must endeavour to put that out. Remember the story of David and Goliath? … At the end of your defence day, you want to be David.

Dress In Your Most Comfortable And Impressive:

Am sure this one is a no brainer. However I must highlight that you choose comfortable pieces. You don’t want to look so good and yet look like you were forced to wear something that does not belong to you. It’s great to ensure that as impressive as your clothes are on you, that they are also very comfortable.

Speak With Authority:

Going hand to hand with that aura of confidence is your most powerful asset:your words. If you look that confident, your words must not come out like whimpers. To be able to pull this off, you definitely need to speak as deliberately as possible in expressing yourself. Let them also hear what they see.

Use, Your Gestures:

I have often found this to come to my rescue in dealing with shyness and conveying my confidence. Usually it gives you an edge to also drive home your point. You must, however, ensure that you do not over use it. It doesn’t mean that your hands should be flying all over the place. That would be absolutely unnecessary. If you do this well, after a while you will realize that you are not as self-conscious as you used to be at the very start. For most situations, it would have completely disappeared altogether; leaving a really confident you talking.

Have A Good Opening And Closing Line:

Make sure you have perfected a good opening line. You should also be armed with a good closing line too. Try and rehearse it to a friend. If for the first time you presented it, your friend does not say “wow, that’s beautiful” or something like that; just know you need to keep refining it until you get the perfect line. Both opening and closing lines will go a long way in how impressed your panel gets to rate you high.

Make Sure You Know Your Work:

Certainly you should understand how important it is to know your own work from start to finish. Not having in-depth knowledge of your own work is tantamount to a suicide mission. Why should you kill yourself?
When all is said and done, this is what you came to defend in the first place. You should know your work from A to Z.

Prepare For The Questions:

Now this part is truly essential. You must be sure you do not floor all the good work you did on your presentation by not answering correctly. You must pay attention to the questions you are asked to be sure you will give the right answer. Many people get it wrong at this stage and spoil their good presentation. When you do not understand any question do endeavour to ask the person to expatiate what they mean before you answer.

These tips are by no means exhaustive, but applying these tips will give you some necessary advantage you need for a great outcome. Of course that outcome would mean that you eventually earn all your points on this project.

The structure of a good project work

Undergraduate projects in Nigeria is a prerequisite for graduation amongst Nigerian tertiary students who will which to obtain bachelors degree in their respective courses of study such as accounting, banking and finance, business administration and a host of others. Writing an undergraduate project in Nigeria for final year students entails a lot both financially and otherwise. Being able to develop any final year project depends on getting a researchable topic whether it is Accounting Undergraduate project topics, Banking and Finance research topics or banking and finance project topics and materials and it all requires diligent hard work of students who are willing to develop best undergraduate projects in Nigeria and graduate in flying colors.

A typical Undergraduate project in Nigerian tertiary institutions can be said to be divided into five or six chapters depending on the format of the school and course of study which are

1. Introduction

The introduction of an undergraduate project states the main research problem and research argument. What precisely the study is all about and why it is important. It looks at the originality of the research work and how it will fill the gap in other studies. Justification for a research undergraduate topic should not be lengthy before it has been explicitly stated.

Below are the contents in chapter one of an undergraduate research project which includes;

  • Background of the study,
  • Statement of the problem,
  • Objectives or aims of the study,
  • The research questions,
  • Research hypothesis,
  • Significance of the study,
  • Scope of the study,
  • Limitations of the study and
  • Operational definition of terms.

2. Literature review

Literature review of any undergraduate research work, be it business administration project topics or Economics project topics just to mention a few is very critical to securing a high grade in one’s project work. The literature review of a research process uncovers what other writers have written about the student’s topic. A student’s undergraduate research work should include a discussion or review of what is known about the subject and how that knowledge was acquired. The review could conclude with a brief summary of the literature and its implications. The contents of the literature review are the theoretical review, conceptual framework, empirical review and summary of literature review.

3. Research Methodology

This section includes a description of the research methods used in the undergraduate research work such as the sample size, data collection methods, measurement instruments, research data analysis procedures and the population from which the sample was selected.  This section also describes the method used in selecting the sample or samples, validation and reliability of the instruments used in the research work. There are different research statistical techniques used in undergraduate research work such as SPSS, e-views etc.

4. Results & Discussion

This section presents and discusses the data analysis results used in an undergraduate research work, the results of each analysis is being summarized, tabulated, and then discussed for each research question.  Then for each research hypothesis, the statistical test of significance selected and applied to the data is briefly described, followed by a statement indicating whether the hypothesis was supported or not supported.  In presenting the result analyses/summary in an undergraduate project tables and figures and or graph are used to add clarity to the presentation.

5. Summary, Conclusions And Recommendations

This section summarizes the findings of the study in an easy to understand manner.  It also explains the practical implications of those findings, and points to recommended directions for future research in that area.


This is where every source cited in the undergraduate research work is being included. Every undergraduate research work must be properly referenced for its authenticity.



Samuel Obiora Blessed is the CEO and founder of Samphina Academy ( a.k.a Nigeria Students Media, the youngest engineering graduate of Federal Polytechnic Nekede in 2017 and the engine brain behind this great platform. He is the man behind the scene, filled with many potentials, a musician as well as a pro developer with the interest of Nigerian students at heart.

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