CHAPTER ONE

BACKGROUND OF THE STUDY

Although my case study organization, Nigeria Uniliver PLC Aba reveals that the strategic marketing planning as means of achieving increased market share in a competitive market. Nigeria Uniliver is a public limited company producing from barely by ancient people some 400 years ago Ancient attributes of modern beer contains top[ consistent which impact among, taste and foam stability to the beer. Beer is not drank for its sweetness because it is no sweet and this remains a fact.

The history of brewery industry in Nigeria is dates to thirstiest and is an imported technology. The indigenous drink in Nigeria includes Palmuline pito Kavito, Jwanga , Burukutu etc. though still new in some quarter, beer is gradually replacing these traditional drink in such as marriage birth ceremony, funeral which were seldom celebrated in past.

The only way these indigenous drinks were promoted in the past was by the fasting method, consumers, then were allowed and even now to tastes various palm-wine brought to the market by different producers and sellers and its served as a means which determines consumer patronage decision. This is because palm wine and burukutu were generic not until recently the were generic not until recently the were being branded. Bottled beer was first marketed in Nigeria Brewery limited (NBL) on June 2nd 1949. the birth of Nigeria Uniliver were on the June 2nd 1949, this marked the beginning of a buoyant industry that at present markets about six (6) brands of alcohol and now alcoholic beverages today social norms as they relate to the use of alcohol in ceremonies have changed and beer is used instead. In some cases, they are exclusively used while in others for example social clubs, a particular brand may be faboured by established norms.

The beer industry in Nigeria presently has matured into an interesting competitive market with about 28 brands of brewed by more than 28 brands of brewed by more than 27 Uniliver. In some areas in Nigeria beer is highly valued, that is drank and even used as a form of medication.

Nevertheless, most consumers prefer beer to palm wine into other alcoholic beverages, neither do consumers accepts all brands.

In view of this, proliferation of Uniliver producing different brands of beer in the country and also of the fact that consumers cannot accept all brands. The expression survives the bottleneck competition in the industry, the Uniliver adopts different measures and sow promotional strategies to attract and retain customers.

In his article titled “ product and system Dr. Walter W Ovo, chairman of savannah Bank limited outlined what he said that directly impinge on customer satisfaction. These are services information, commerce and needs that assess quality services in terms of time accuracy and flexibility in positive response to needs attracting ad retaining customers.

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