The Influence Of Advertising In The Marketing Of Nigeria Made Product (A Case Study Of Nestle Nigeria Plc)

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Project and Seminar Material for Marketing

Project and Seminar Material for Marketing


I dedicate this project to the Almighty God, whom through His grace I was able to make it in life.
I also dedicate it to my beloved parents Mr. & Mrs. Columber Nwokorie and to the entire family of the Nwokorie for their moral and financial support towards my years in the school. Also to my dearest friend Miss Kindness Nnabugwu (Candy baby) whose efforts was not denied for the fact that he made everything to be possible.


With gratitude I sincerely show appreciation to my project supervisor Mr. Akuju, a lecturer in the marketing department in the school of business and management technology who devoted his time in going through the manuscript.


The advertising for Nigerian made products has gained reasonable ground in the society of today than ever before. Advertising is a powerful marketing communication tools used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas or services conducted through paid media under open or identified sponsorship.

“The title of the project, the influence of advertising in the manufacturing of Nigeria made products and has its meaning and purpose that covers the project matter as in chapter one which is the introduction where I try to explain the limitation of works, definition of terms and others were considered and in chapter two is where the researcher reviewed the findings of the marketing of Nigeria made product, with the aid of may Nzeibe from business concord dated September 6th 1985 says the main function of advertising is communicating a message about a product a services or an idea.

As in chapter three which covers the researcher methodology which deals with the various ways of collection, information that will help improve the company.

And in chapter four which lead us to the presentation, analysis and interpretation of data, distribution and returns of questionnaire with some tables for a show while this takes us to the summarization of findings, recommendation and conclusion of this project.

Table Of Contents

  • 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 the Problems
  • 1.3 Research Questions
  • 1.4 Scope of the Study
  • 1.5 Significance of the Study
  • 1.6 Limitation of Study
  • 1.7 Definition of Terms

Chapter Two

  • 2.0 Literature Review
  • 2.1 Ownership of the Rokana Industry
  • 2.2 Market and Marketing
  • 2.3 Sales Distribution
  • 2.4 Product
  • 2.5 Promotion
  • 2.6 Distribution
  • 2.7 Management Plans Towards the future

Chapter Three

  • 3.0 Research Methodology
  • 3.1 Population of the Study
  • 3.2 The Sampling Procedure
  • 3.3 The Sample Size
  • 3.4 Sources of Data
  • 3.5 Analysis of Data

Chapter Four

  • 4.0 Discussion of Findings
  • 4.1 Presentation and Analysis of Data

Chapter Five

  • 5.1 Summary of Findings
  • 5.2 Recommendation
  • 5.3 Conclusion
  • Bibliography

Chapter One

1.0 Introduction

To many people advertising is a familiar term which most often people tend to think of it only as a selling technique. But by itself advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion. However, taking a variety of terms for the purpose of this project, the best definition for advertising would probably be any paid form of non0personal presentation and promotion of ideas, goods and services by an identified sponsor. Much has been written of this subject, unfortunately, a considerable amount of what has been said is far more emotional than rational.

In this project, the researcher tries to be as realistic and objective as possible in knowing if advertising is a good thing as its campaigns would want us to believe? Is it a hard thing as the opponents say? Is it neither good nor bad except as each advertising uses it? In order to arrive at sensible answer to these questions it is necessary to understand the importance of advertising somebody hits on a new product ideas or a method of improving as existing product, money is raised to manufacture and market the invention.

Here, the manufacturer becomes the advertiser using conventional media to promote the manufacturer would want to sell more of it to people in different places.

Consequently, distribution is expanded and advertising is increased accordingly. At a point, advertising for the product becomes highly competitive that each manufacturer then seeks to develop his products to give the public more and better reason for buying them rather than that of his competition. It is a clear that advertising is a necessary and useful component of our modern society in economically, socially and politically.
And for this purpose, the research work covers the Rokana Industry Plc in Owerri and at Lagos.

1.1 Background Of The Study

Rokana Industry Plc was established in July 1970 and was being managed by foreign bodies known as manager from USA, Britain, Japan, Canada, Germany and California respectively. The industry is a manufacturing industry that began its full practiced production in 1971 and they produce things like Boarkle toothpaste, Jordan tooth brush, Natusan baby care lotion, shampoo, bath oil, powder, soap, lotion, wool and spancers furniture polish etc.

Because of indigenization policy which took place from 1972-1976 and 1978 in Nigeria, the white men handed over the industry to some capable Nigerian citizens to take control and manage while the white men takes upper share of the profit. Furthermore, the industry was handed over to the directors of trustees and some of them were officially promoted to high offices.

So Nigeria managers have been in control of the industry from then till now and they have ever been continuous in normal production and equally making their products not only known but available in the market.

Rokana industries Plc also has its ultra modern purpose built factory complex strategically located on the vast acre of land at Nekede on the outskirts of Owerri in Imo state. The complex presently houses four separate

manufacturing plants, complete with control facilities. The factory also accommodates the companies raw materials finished products warehouses, utility services plants, liquefied petroleum gas tank farm and factory administration office.

Therefore, the four existing manufacturing units at the factory are as follows:

  1. The plastic unit
  2. The aerosol unit
  3. The Lpa unit
  4. The cosmetic unit
  5. Rokana
1. The plastic unit

Currently producing toothbrushes dental stick/plague removers, plastic folders, card holders and some plastic components for the aerosol production line.

2. The aerosol unit

Is responsible for the production of insecticides, air freshener, perfumes, furniture polish and deodorants etc.

3. The Lpa unit

Refills domestic cooking gas cylinders for its various customers and also provides unstaunched gas as propellant to the aerosol production line.

4. The cosmetics unit

Has modern facilities for the production of toothpastes, baby care cosmetics, hair shampoo, skin lotions, cream and ointments.

5. Rokana

Has adequate capacity for all its products and other complimentary productions on contract basis in both existing and new products developments the over riding objective is high quality and functional excellence hence all of Rokana’s products classify in the premium product segments.

1.2 Statement Of The Problem

This research work focuses its attention on Rokana industry Plc one at Lagos, Owerri and its sales office and depots in Kano and Aba.

Attention based on advertiser and the uses i.e. the consumers on the part of the advertiser the project will investigate the influence of advertising on their products and the position of advertising in the overall marketing strategy. And also how it is being carried out and its benefits for the advertiser emphasis will be on the role execution of advertising and contributions if any to the economy.

The last but not the least is the consumer whom the advertisement are directed to their findings and how the perceptive these advertisement for the complete write up of this research work.

1.3 Statement Of The Objective

It is necessary that every work most have on objective purpose and therefore includes the following:

  1. To identify the problem associated with advertising Nigeria made products.
  2. To pin point the benefits of advertising to both the producers and consumers so they can view advertising as being beneficial.
  3. To identify the contribution of advertising to the development of their economic of any.
  4. 4. Improvement of advertising so that better result will be achieved to justify the increasing advertising budget.
  5. To draw influence from available primary and secondary data and make recommendations where necessary for improvement.
  6. To look into the past, consider the present and forecast the future as regards the prospects of advertising Nigeria made products.

1.4 Research Questions

Based on the statement of the problem and the statement of the objective, the following questions should be considered.

  1. Do you engage in advertising activities?
  2. Does advertising have significant influence?
  3. How often do you advertise?
  4. What department oversees the advertisement of the product?
  5. How does your company measure advertising effectiveness?

1.5 Significance Of The Study

The research in view says that the role of advertising in marketing of Nigeria made products cannot be over emphasized. Advertisement of the companies products create awareness of the product and equally motivate scale.

Thus, making organization to achieve their marketing objectives. Furthermore, this research is aimed at providing better understanding to the influence of advertising on the marketing of Nigeria made products and ways of advertising to generate increased [patronage.

1.6 Scope Of The Study

The scope of this study covered some places in Aba and Owerri where some Nigerian made products, manufacturers and advertising agencies are located with consumers distributed. This study was also limited to these two areas because of high cost involved.

The researcher therefore further assured that what obtains in one area could also be applicable on another area where there are advertising agencies and other Nigeria producers.

1.7 Limitation Of The Study

Carrying out any research work has never been easy and this one is no exception. In the course of this write up, a lot of constraints were encountered and some of them are:

A. Time Constraints

Time was one of the major limiting factors of this project. The writing of this project coincided with term papers, class assignments and other courses to be attended to. This work experienced a peculiar time constraint since most things involved moving out of the campus of periods when lectures were on.

B. Financial Constraints

A research work cost a lot of running about, such as visits to areas of interest and this could be done repeatedly before the sought information could be obtained, cost of materials and labour necessary for the completion of this study was high. So generating enough fund for the obligations was not an easy task and as such the process to the completion of this study cannot be looked at as a comfortable one.

C. Information Constraint

In Nigeria just like many other countries, collecting information concerning writer has never been easy nor encouraging either. It is of fact that an average Nigeria is suspicious and this takes the researcher extra time, effort and diplomacy to make people give out information. But a systematic approach and friendly position made the administration of question and security of interviews possible.

1.8 Definition Of Terms

The terms considered for definition in this research work are as follows:


Is the method of budgeting in which a firm decides arbitrarily hold much it can spend.

Brand Loyalty:

Is being addictive to a particular brand of product.

Copy Write:

Act of writing the advertisement script.


The rate of which people see the advertisement.


Sound designed to attract attention in advertisement.

Target Market:

Is a well defined set of customers whose need the company plans to satisfy.

Marketing Segment:

Is the systematic design; collection of analysis and reporting of data to finding relevant influence to a specific marketing situation facing the company.


Is any thing that can be offered to a market for attention, acquisition and consumption that might satisfy a need.


An intangible benefit that one party can offer to another without result in the ownership of anything.


Striking and easily remembered phrase in advertisement.

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.

Choosing A Good Project / Research Topic

Students in Nigerian universities these days wish to choose a very simple project topic/material. There is no issue choosing a simple project topic; the only problem is your ability to choose a good project or research topic that your supervisor will easily approve for you.

Most project supervisors really want to see how good his or her project student understands his or her surrounding through the kind of topic he or she chooses for their project work.

There are some project topic that are not reject-able; for instance in Nigeria of today; what do you think is the major issue on ground now?

If a project student can choose or craft a topic on the effect of dollar increment on the economy of Nigeria. Such project topic will be very interesting to write on.

Now what are the qualities of a good project topic?

  1. The materials for the project topic must be easily assessable.
  2. The project topic itself must be meaningful.
  3. The variables must be able to give a clear aim of the project topic.

What do I mean by variable?

Well I am deriving my point from the area of project writing; the variables here are those main words in the project topic.

Like the above project topic; the effect of dollar increment on the economy of Nigeria. You can see the main variables that really define this project topic are:dollar, increment and economy.

Before you present your topic to your project supervisor, first of all understand your project topic, and then secondly try to do some research for your topic to see if at least you can get up to 60% of what you need to write the complete project.

I said that above because you might have a very nice topic that the materials are not available online and there are no books as regard the topic; in this case the project topic becomes difficult for you even though the topic is catchy.

What do I mean by your topic being assessable?

Well what I mean is very simple and easy to understand. Simply pick your project topic, type it on google and see if you will have at least a good background for the topic you are writing on.

If you can have a good background for your project topic and you can understand the problem associated with the project topic, then I believe the aim of the project is not far-fetched.



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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