IMPACT OF EFFECTIVE MARKETING ON BUSINESS ACTIVITIES (A CASE STUDY OF GLOBAL SOAP AND DETERGENT INDUSTRY, ILORIN)

ABSTRACT

The days of easy trading has long since disappeared and successful companies are characterized by their ability to recognize and to apply research techniques. Particular interest has centered on marketing research which has proved valuable to many companies and organizing marketing tactics. Chapter one introduce the topic of the write up, the statement of the problem, the aim and objectives, the significant, statement of the research question, scope and limitation and definition of key terms. Chapter two entails the literature review, source of marketing research, importance of the marketing status of the research and as well as the impact of marketing with references to the case study. Chapter three entails the research design, research population, sample techniques, validation of instrument, ways of collecting data and method for data analysis chapter four entails data presentation and analysis as well as the problem hindering effective marketing with reference to the case study.

Chapter five entails, summary, conclusion, recommendation and references.  

HISTORICAL BACKGROUND OF DOYIN INVESTMENT 

Doyin Investment is a subsidiary of Doyin group of company; it is located at kilometer 13, Asa dam Road, Ilorin, Kwara State. It was incorporated in 1984 as the first indigenous detergent industry in Nigeria.

The production of detergent started in December 1985, the head office is in Lagos and the chairman Managing Director is Prince (DR) Samuel Adedoyin, he is a native of Agbanu in Kwara State, and he was born in Lagos state in December 1935. a simple, diligent, dynamic, shrewd an d philanthropically business man who combined these rare qualities in was that differentiate him from his pears in industries and commerce. 

He started his business ventures as a petty trader and with God Grace prudent Management of resources, commitment to excellent quality and resilience, is today and industrial giant of our time. His business interest spans manufacturing, Real estate, banking, hospitality industry ad the energy sector. The group has five (5) subsidiary producing houses hold (FMCG) product.

One of the subsidiaries won an accolade doe being the best seasoning manufactured in West African.

Presently, Doyin investment labour strength is 100% indigenous. The company has different department which includes;

a. Accounting department

b. Marketing department

c. Production department

d. Purchasing department

e. Administrative department

Doyin investment has five factories producing as follows:

1. Glycerin plant

2. Sulphonation plant

3. Sodium silicate plant

4. Soap plant

5. Detergent plant

1. Glycerine plant: The glycerine processes is a bye- product of the soap plant to produce glycerine industries, it is also used by tooth paste. Medicament industrial etc.   

2. Sulphonation plant: The plant was commissioned in mid 1989 and produces a basic raw materials detergent using linear alkyl-benzene which is purchased form the petroleum industry, Kaduna, Nigeria.

3. Sodium silicate Plant: This plant produce product which is used in making raw materials for soap and detergent, it is also use for making batteries textile etc. 

4. Soap plant: This plant produces vogue toilet soap, bold, ground (laundry tablet soap) and clean soap. 

5. Detergent Plant: This detergent plant produces soaps and detergent, the brand names are flash, wash rite, supardeal. All these brand names have won the NIS award for good quality.

Doyin investment Nigeria limited Km 21, Lagos Badagry Express Way, Okokomaiko, Lagos State.

This company manufacturers building and paint materials. It also produces courant (dyes) for the soaps, detergent and car paints.

This company also located at Lagos State with the following plants:

1. Tea plant

2. Milk plant

3. Beverage plant

4. Maize Plant

5. Plastic bag making Plant

Doyin pharmaceutical Nigeria Limited, Plot 5, LS DPC scheme Km 2, Badagry Express Way Amuno Odofin, Lagos State. These company was incorporated in 1989, began production in the same year.

Presently, it has staff strength of almost four Hundred (400) seventy Percent (70%) of who are engaged in the several pharmaceutical plants. This factory is located along Badagry Express Way Lagos State, on a 201, 000 Sq Inter land area, it is operationally engage in the research, development manufacture and distribution of ethnical and over the counter drugs.

 Facilities in the factory include:

1. Air handling system

2. Multi-gas channelization system

3. Power handling system

4. Water generation and treatment facilities with one of the most advanced water distillation system in the world phamastil.

A Doyin form, Agbamu, Kwara State each of the following owing plants in the company has the following product;

a. Pharmaceutical plant: Manufacturing pharmaceutical syrups, ointment and injections.

b. Bottled water plant: Producing “PRIME” table water in the size of 50Cl, 75Cl and 150Cl.

c. Carbonate/flavor drink plant: Producing the various juice drinks for the “PRIME” brand with the following flavours.

i. Orange 

ii. Apple

iii. Prime cream soda

d. Fruit juice: Produces Prime with the following variants; Apple, orange, mixed fruits etc. the products are packed ELOPAK cartons with unique screw on caps for easy handling.

e. Pet bottle plant: This plant produces PET BOTTLE for all plants in the factory.  Also there is a potential of molding, bowing PET BOTELS on commercial scales.

TABLE OF CONTENTS

Certification

Dedication

Acknowledgement

Abstract

Table of contents 

CHAPTER ONE

INTRODUCTION

1.0 Background of the study

1.1 Statement of the problem 

1.2 Purpose of the study

1.3 Significant of the study

1.4 Research problem

1.5 Scope and limitation of the study

1.6 Definitions of key terms 

CHAPTER TWO

LITERATURE REVIEW

2.0 Nature and meaning of marketing Component of marketing research information

2.2 Importance of marketing research information

Status of marketing research

Impact of marketing on Doyin Investment

Problems hindering effective marketing in doyin investment  

CHAPTER THREE

3.0 Research methodology

3.1 Research population

3.2 Sample and sample techniques

3.3 Research instrument

3.4 Validation on instrument

3.5 Procedure for data collection

3.6 Data analysis techniques

CHAPTER FOUR

4.0 Data presentation and analysis

4.1 Data presentation

CHAPTER FIVE

5.0 Summary, conclusion and recommendations

5.1 Summary

5.2 Conclusion

5.3 Recommendation

References