Production Innovation A Tool For Achieving Excellence In The Competitive Market (A Study Of Unileuer Nig Ltd Aba)

Project and Seminar Material for Marketing

Production Innovation A Tool For Achieving Excellence In The Competitive Market (A Study Of Unileuer Nig Ltd Aba)


The research list of the problems and prospects of manufacturing and producing firms with a particular reference to unlived Nigeria PLC Aba. Elements of marketing Mix revolve around it.

However, it does not mean that project planning and development is free from problem so as to ensure the growth of the firm and at the same time achieve their goals and objective.

This project is made up of five different chapters the chapter one is the introduction this include the topic under study statement of problem Research question and hypothesis objective of the study scope and limitation significance of the study and definition of trems

Chapters two deals or contains the review of related literature and current literature and current models chapter three is the research methodology which includes the research design population description sampling size description of data collected instrument administration of data collection and data analysis techniques.
Chapter of data collected which involved the data discussion of result.

Finally chapter five involves the summary, condusion and recommendation and suggestion for further studies based on this it will help to ind possible situation to improving or enhancing product planning and development in consumer manufacturing firms.

Table Of Contacts

Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of problem
  • 1.3 Objective of the study
  • 1.4 Research question
  • 1.5 Significance
  • 1.6 The scope of the study
  • 1.7 Limitation of study
  • 1.8 Definition of terms

Chapter Two

2.0 Literature Review

  • 2.1 Introduction
  • 2.2 Meaning of innovation
  • 2.3 Sonc of innovation
  • 2.4 Product planning and development process
  • 2.5 Innovation and product life cycle
  • 2.6 Stages and implication of product life cycle
  • 2.7 The growth stage
  • 2.8 The maturity stage
  • 2.9 The decline stage
  • 2.10 Diffusion of innovation
  • 2.11 Importance of product innovation
  • 2.12 Problem of innovation

Chapter Three

3.0 Research methodology

  • 3.1 Introduction
  • 3.2 Research Design
  • 3.3 Population of the study
  • 3.4 Deification of sample size
  • 3.5 Source of data
  • 3.6 Sample and sampling techniques
  • 3.7 Instrument of data collection
  • 3.8 Validity and Reliability of measuring instrument
  • 3.9 Method of data analysis

Chapter Four

4.0 Data Presentation Analysis and Interpretation

  • 4.1 Introduction
  • 4.2 Analysis of questionnaire
  • 4.3 Table two to which age bracket do
  • 4.4 Table what are the produces
  • 4.5 Do you use unlived Nigeria plc
  • 4.6 Has your company at one time or the effected any product
  • 4.7 Modifications
  • 4.8 In what forms did the innovation lake place
  • 4.9 Does product innovation increase your firm total profit
  • 4.10 Does product innovation have on effect on the sale revenue.
  • 4.11 When there is shift competition in competitors
  • 4.12 Data analysis

Chapter Five

5.0 Summary Conclusion and Recommendation

  • 5.1 Summary of research finding
  • 5.1 The summary of finding
  • 5.3 Recommendations
  • Reference
  • Appending
  • Questionnaire
  • Section A-introduction
  • Section i-personal data section ii questionnaire for staff of unlived brother Nigeria plc
  • Section B.
  • Section i-personal data
  • Questionnaire for distributor of universe brother Nigeria L.T.D

Chapter One


1.1 Background Of The Study

Production innovation is one of the important concept in marketing some evidence suggest that effective product innovation results to a sustainable competitive advantage. This is true when innovations are difficult for competitors to initiate to provide significant value to consumers timely capable of being exploited to competencies that help firms in the world develop competitive. Other observes see new product development and its launching into the market place as difficult costly tasks or a dangerous business to attempt.

The questions that need to be answered are what innovation? Why do firms embank on innovation? Joseph Shcumpeter’s classic work in management of the innovation process suggests that firm engage in three types of innovation activities they are invention, innovation and initiation. He defined invention as the act of creating or developing a new product or process idea while he saw innovation as the process of creating commercials product from invention.

However, initiation usually leads to product or process standardization. The technical revolution and greater competition in domestic and international markets have increased the competitive importance of innovation. Recent research is shown that firms invest more than in innovation and so achieve the highest returns of investment infact, objective or receptive inventors’ article towards introduction of new products increase the price of the rims stock in the market place as at the stock exchange market.

In view of the economic advantage of product innovation and need to stay ahead of the curve, innovator must take risk and be aggressive, productive ahead and innovative in the face of their competitors in order to maintain a sustainable success in future,

Therefore, product innovation as a subject, which is more recognized vital to the future of companies the fact that money of the high quality products needed by consumers are not readily available has lead consumers into importing some of them. This problems can only be sold, if companies recognize the importance of product innovation and development enabling environment and when necessary.

Further, all products have life cycles, which dictate that at some point their usefulness will decline. Although there is substantial variation in life cycles by tyoe and loss of products a product are like living organisms and have certain length of life according to Cardiff and still (1971) once a product is introduced into the market, they grow, nature, decline or die hues, products cone and go as living organisms.

Demand is increasingly dynamic and product life cycle is getting shorter than the time scale of most technology rapidly changing markets, mass media, mass distribution / . if business firms are to survive in the wake of all these social economic political and cultural changes that are affecting their business adversely, they must have capability for product innovation. A product at are effectively meets consumers needs, reduces problems associated with decision on distribution rising and personal selling is most ideal while a poorly developed product. On the other hand relates many problems. For other decisions areas in the company organization are always competing among themselves for survival, market growth, market share, product line and product mix.

All these are necessary strategies for survival. Which are the overall objective of any corporate entity. All these hope could be achieve through the innovation of product. Talking about innovation in the industry and economy, many write ups and statements land credence to the idea ‘of innovation in machine building industries and scientists mark assigned to technical innovation “ the driving force in economic development and competition according to mark “the bourgeon is “cannot exist without constantly revolutionizing the means of production”

Finally, innovation can be highly productive, but lifer a risky road company that is not aggressively, alert to innovation possible to taking a competitive risk which is output at least to be intelligently aware.

1.2 Statement Of Problems

Given the rapid changes in testes, technology, and competition, it becomes risky for a company to rely on its existing products. This is because consumers taste and preference a re in most cases uncertain and change from time to time. Every company in the world today therefore, needs to innovate their product in order to survive in the ever-changing business environment.

There are many difficulties involved in product innovation and marketing of new product that act as hindrances to their addition to the product line, one of such factors is the uncertainly in pricing. The question therefore is should firms adopt a skimming pricing strategy or a penetration pricing strategy when introducing a new product into the market?

Another problem of product innovation is higher marketing cost. At the introductory stage of new product, consumers may not be aware of its existence and where it could be obtained Expensive promotional tools would be needed to accomplish this objectives.

The competitives is world of market. Also proses huage challenge to a new product, at a certain stahe in the spean of a product, the market could be characterized by keen competition, if the product lacks critical altituse that can compare favonably with hose of competing products and if management lacks desired competitive ability to push it, certainly it would gradually die out or perish. It also found out that many to management lacks know how and general skill needed for a successful new product development. The fear of failure, risk and uncertainty make flam skeptical as reqrads to product innovations.

1.3 Objective Of The Study

The objective of this study is to appraise the relevance f product innovation as a strategic tool in a competitive market and specifically the objection of the study are?

  1. To find out the level of product innovation undertake by the firm
  2. To determine the impact of product innovation on consumer patronage of the firm product
  3. To determine the various ways in which the firm undertaken in product innovation
  4. To determine the causes of failure of innovated product.
  5. To offer solution to the problem of innovative products.

1.4 Research Question

the following research questions guides this study

  1. What level of product innovation is undertake by the firm
  2. What is the impact of product innovation on consumer patronage of the firms product.
  3. What are the various ways in which the firm undertaken product innovation.
  4. What are the cause of pan lure of innovation
  5. What can be offered as solution of the problem of innovative products.

1.5 Significance

Cetain reasons are usually advanced in support why organizations need to develop new products of reasonable intervals as a result of competitive reaction in the market. The introduction of new technology of often in the certain industries alsohelps in the shortening of the useful life of certain product . due to the facts mentioned, it becomes very important that firms should always be ready to devlop new product replace in existing ones before they are withdrawn from various markets.

The need for new product development can also be seen when we realize that 30 to 40 percent of a firms current value sales and products do come fromproducts that were not in the firms prouduct portion five years age Bus and Houston (1985) new product development can also beas a result to either to utilize exless plant capacity; or as a need to derive enough prouducts to take care of the seasonality in soled.

1.6 The Scope Of The Study

the researcher undertook a study Nigeria plc Aba. This study concentrated on the innovation on already existing product. The researcher made use of data obtained from the staff and mangers from the staff and managers from marketing production finance and administrative department, also include in the study were consumers of the firms product in Aba.

1.7 Limitation Of Study

Apparently, there is no academic ride that tells the clarity, the future behavour of the target public towards an innovation since, the public or the consumers are the target or the subject for the product innovation, in adequate analysis of the Further cause over or under production, to meet to up with the demand created in the market other limitation could be for the following reasons unforeseen hidden product deficiency during production, which only came up during usage by users.

Another one could be unforeseen changes in consumers taste and preference immediately the product was introduced. When project cost is higher than actual. This may result it higher selling prices, and which discouraged sales volumes. If competitors find it very lays to introduce their own brand of product almost alongside the new landing of the product at the wrong time.

1.8 Definition Of Term


Is anything of value, capable of satisfying a consumer want or need. The most important measuring of a product is what it manes to the consumer

Product Innovation:

This is any change or any additional model to already existing product of a firm or a company.

Product Life Cycle:

This is stages in the sale and profit history of a product, after which it has been introduction into the market. A product after it introduction, can grow, mature, decline or die like living organism.

Product Line:

Is a group of products that closely related either because they satisfy a class of need used together sold to the some customer group marketed through the same outlet or fall within the price range.

Launching Of Product:

This is an act of introducing a new product into market.

New Product:

Is a product newly introduced to the market or a modified product.


The word strategy in this project rely mostly on marketing strategy, strategy is a method or factice use/way of achieving the goals of an organization.

Marketing Strategy:

This is a way of achieving the marketing objective of a company or an organization.

Chapter Five

5.0 Summary Conclusion And Recommendation

This last chapter of this work is devoted to summarizing some of the finding made in the primary investigation. Also, recommendation are made in the company about the effect of innovation in the product and to the cosmetics and toiletries categories particular

5.1 Summary Of Research Finding

Based on the information gathered from the primary investigation the following observations are made

  1. Product innovation has a positive impact the sales performance of the product concerned. This could be seen from the sales figure of lever brother (unilever Nigeria plc) Nigeria PLC Aba before and after the firms product innovations and modification.
  2. Majority of the respondents to this study were of the opinion that could guarantee their continued patronage of a firms product; infact, even the people called “the common people” to had a support for innovation, then for the supported. Sales promotion especially in this economic crunch. Therefore all other marketing variable being constant product. Innovation is better strategy that could guarantee consumers patronage more than sales promotion.
  3. The investigation also reveled that product innovation if property implemented increase of firms total profit.
  4. In time of stiff competition in the market, the firm use product innovation to out with its rivals, this is because within the short run, the rivals would find it difficult to imitate the firms innovated products.
  5. The main marketing problems encouraged by the firm in the application of product innovation is convincing the brand by a list of the old, that product was not only made by the same product. But also for an improved quality.

5.2 The Summary Of Findings.

In this research work should that competition in virtually all manufacturing sector Id intensive to day. Also following the economy down. Run, the total demand for most product is now saturated and remains stagnant. Easily copied strategies and counter strategies abound to get a greater store of the market.

Therefore, since the total demand is stagnant, and increased desperate efforts being made to increase sales of individuals manufactures in the market, it then mean that any increase in sales by one of these rivals firms. This is why some strategies are quickly countered by a rivals all in a bid to neutralize the efficiency and outcome of the strategies of aggressive opponents or competitors. Then question of what these competition especially the smaller ones could prevent this if ding along competitors arise.

Here a solution was preferred that is not advisable to chase a tractor, Not even advisable if the rivals are of equal strength. Borrowing from an investors, the researcher says don’t keep forever on the public real, going only where others have gone. Leave the beaten track occasionally and drive into the woods, you will be certain to find drive into the woods, you will be certain to find something you have never seen before, of course it will be a little things but don’t ignore.

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