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TITLE PAGE

EFFECTIVENESS OF MARKET SEGMENTATION AND BRAND POSITIONING AS  MARKETING STRATEGIES THAT CAN BE USED FOR CONSUMER SATISFACTION

BY

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EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---

DECEMBER,2018

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APPROVAL PAGE

This is to certify that the research work, "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.

By
---                                                     . ---
Supervisor                                                  Head of Department.
Signature……………….                           Signature……………….        

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External Invigilator

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DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.

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ACKNOWLEDGEMENT

The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.

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PROJECT DESCRIPTION: This work "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" research material is a complete and well researched project material strictly for academic purposes, which has been approved by different Lecturers from different higher institutions. We made Preliminary pages, Abstract and Chapter one of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" visible for everyone, then the complete material on "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" is to be ordered for. Happy viewing!!!

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Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. The main focus of this research work is to find out the effectiveness of market segmentation and brand positioning as  marketing strategies that can be used for consumer satisfaction.

TABLE OF CONTENT
COVER PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
TABLE OF CONTENT
1.1 BACKGROUND OF STUDY                                                
1.2 STATEMENT OF THE PROBLEM
1.3 AIM AND OBJECTIVE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
1.5 SCOPE OF THE STUDY
1.6   LIMITATIONS AND CONSTRAINTS TO THE STUDY

CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 CONCEPT OF CONSUMER SATISFACTION

CHAPTER THREE
2.2   MEASUREMENT OF CONSUMER SATISFACTION
2.3      CONCEPT OF MARKETING STRATEGY
2.4   TYPES OF MARKETING STRATEGY
2.5   CONCEPT OF BRAND POSITIONING
2.6 TYPES OF BRAND POSITIONING
2.7 CONCEPT OF MARKET SEGMENTATION
2.8     PARAMETERS FOR MARKET SEGMENTATION

CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 RESEARCH POPULATION AND SAMPLE
3.2 RESEARCH DESIGN 
3.3 INSTRUMENTS OF DATA COLLECTION
3.4 ADMINISTRATION OF THE INSTRUMENTS      
3.5 METHOD OF DATA ANALYSIS

CHAPTER FOUR
4.0 DATA PRESENTATION AND ANALYSIS
4.1 BRIEF HISTORY OF STRATEGY FOR MARKETING LACASERA APPLE DRINK
research agency.
4.2 LACASERA APPLE DRINK IN THE SOFT DRINKS MARKET IN NIGERIA
4.3 FACTORS INFLUENCING THE SEGMENTATION AND POSITIONING OF LACASERA IN THE MARKET
4.4 EFFECTS OF MARKET SEGMENTATION AND BRAND POSITIONING STATEGIES OF LACASERA ON THE SATISFACTION OF ITS CONSUMERS

CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 SUMMARY OF FINDINGS
5.2 CONCLUSION
5.3 RECOMMENDATIONS 

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY                                                       
It is obvious that companies cannot connect all customer in large, broad or diverse market and as a result of the needs to divide market into groups of customer or segments with distinct needs and wants. It is therefore paramount for a company to identify which market segment to serve better. It is required that a keen understanding of consumer behavior and careful strategic thinking before the objective can be achieved. In an attempt to increase benefit to consumers, this will aid marketers to know how best to satisfy each category of these customers. Having selected a target market or markets, the organization then has to decide on what basis it will compete in the chosen segment or segments. How best can it combine its asset and competencies to create a distinctive offering in the market? Consumer will position a product in their mind in their relation to other products in the market based on their perception of the key attributes it contains. The overall intent is to identify groups of similar customers and potential customers, to prioritize the groups, to address, to understand their behavior and to respond with appropriate marketing strategy that satisfy the different performance of each chosen division and thereby improve the company revenue.

1.2 STATEMENT OF THE PROBLEM
The quest for most marketing decision a firm make is the selection of one or more market segment on which to focus. Firms are faced with the difficulties at identifying and selecting particular market target and satisfying them by blending the marketing mix elements. Some firms find it excruciating to develop market segmentation and brand positioning strategy and consider it as an expensive and time consuming exercise which can result into inadequate information to sum up as a research problem.

1.3 AIM AND OBJECTIVE OF THE STUDY
The main focus of this research work is to find out the effectiveness of market segmentation and brand positioning as  marketing strategies that can be used for consumer satisfaction. Therefore, to achieve the aim of this research work. The following objectives need to be considered:

1.  To enumerate the importance of firms adopting the strategy of market segmentation in order to achieve organizations objective of consumer’s satisfaction and profitability.
2. To examine the parameters for market segmentation and its relationship on consumers satisfaction.
3. To establish the relevance of market segmentation and its effectiveness on brand positioning.
4. To determine the degree to which the organization practices market segmentation.
5. To highlight the limitation of the market segmentation.

1.4 SIGNIFICANCE OF THE STUDY
This research work is very significant and it will benefit the following beneficiaries:
1.4.1 Discipline: The discipline of marketing will benefit in this research work because it will serve as a reference for a similar research work. It will therefore serve as a secondary source of information to other researches.
1.4.2 Case Study: The organization which serve as the case study (Lacasera company plc Lagos) will benefit a lot from conclusion of this research work and it will help to improve their marketing activities it will enable the firm to re appraise the segmentation strategy applied in their business and make better use of marketing resources and effort in their marketing activities.
1.4.3 Society: This study is significant to the society in such a way that brand has its effect on the product and its influence on the consumer satisfaction. It will impact knowledge about how consumer can derive satisfaction from a product beyond the value it offers. Lacasera Apple drink enriched in nutrient facts and incredible health benefits to its consuming publics.
1.4.4 Researcher: It will be an added value and benefit to the researcher and whatever findings and recommendations in related topics. The study will also widen the knowledge of the researcher in the course of conducting the research, and in the course of completing the research work, it will be an essential requirement for the partial fulfillment of Higher National Diploma in marketing to the researcher.
1.5 SCOPE OF THE STUDY
This study covers the consumers of the product (Lacasera Apple Drink) in Nigeria. However with the vast number of manufacturer of consumer product, it will focus basically and as follows:
1.5.1 Conceptual Scope: the study covers the concept of market segmentation and brand positioning as effective marketing strategies for consumer satisfaction in the Nigeria.
1.5.2 Industrial Scope: The industrial scope of this research work is Lacasera company PLC., Lagos.
1.5.3 Geographical Scope: The research work geographical scope is limited to the company location situated at coker, Lagos.
1.5.4 Time Scope : this study covers the period between 2012 to date where the company records of investigation were obtained.

1.6   LIMITATIONS AND CONSTRAINTS TO THE STUDY
It is a tasking job to conduct research of this nature and thus a number of constraints are prevalent in the course of the investigation.
1.6.1 Finance: Financial constraint is one major problem encountered because of the depressed economy and limited financial resources available for the study. This has restrained the researcher from conducting a detailed survey.
1.6.2 Time: The duration of the time required for the research work is too short, thus constraining the liberty to search further for more information.
1.6.3 Cooperation: The company employees and the executive proved uncooperative during the search for data about the company’s activities in relation to subject matter. The executive were elusive because of the fear of exposing crucial information regarding the firm to competitors.
1.6.4 Materials: Unavailability of book to source for relevant data posed a problem, the Kwara State Polytechnic Library is stored with few books and those available were outdated or irrelevant to the research topic.

In the face of these limitations, the research work was able to achieve its set objectives. It is fortified enough to be relevant in the area of its significance.

1.7                                                    PLAN OF THE STUDY
This project work is basically divided into five (5) chapters:
CHAPTER ONE: Takes on the introduction of the subject matter. If consists of the super significance and definition of terms of the study.
CHAPTER TWO: This is the literature review this entails the works that had been done on this particular topic which was done by other researchers.
CHAPTER THREE: Will talk about the Methodist that the researcher adopted in getting necessary materials or information that will facilitate the success of the research work.
CHAPTER FOUR: Explain how the researcher was able to analysis and present the data he got for his work while the chapter:
CHAPTER FIVE: Brings everything to conclusion the researcher does his summary and give necessary recommendation where needed.

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CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" is also available. Order full work to download. Chapter two of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" consists of the literature review. In this chapter all the related work on "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" was reviewed.

CHAPTER THREE: The complete chapter three of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" is available. Order full work to download. Chapter three of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.

CHAPTER FOUR: The complete chapter four of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" is available. Order full work to download. Chapter four of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" consists of all the test conducted during the work and the result gotten after the whole work

CHAPTER FIVE: The complete chapter five of design and construction of a "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" is available. Order full work to download. Chapter five of "effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction" consist of conclusion, recommendation and references.

 

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