CHAPTER ONE

• INTRODUCTION

When a firm decides to go for a new product planning and development, there exist so many reason for that. It might be to increase the product line or product positioning, that is developing the image that a product project in relation to competitive product and to the company or the product is no longer doing well in the market due to age or out of data occasioned by consumer shift to more recent innovation that offer superior values that is product obsolescence or to increase the market share etc.. product planning and development life cycles the progression product made from their introduction into the market of the eventual decline before cleat,(product are like human being that passes through a series of stages) each product we see today in the market is just one out of thousands of product ideas that was able to satisfy the stages that takes place in the sequences namely idea generation,

Idea screening, business analysis, concept testing, product development, product testing and test marketing, it should l hardly be necessary to explain that a product or service is a problem solver, in the sense that it solves the customers problem organization achieves its own objectivities.

Product is what actually changes hands this clearly a subject of great importance.

The due of what constitutes a product can be found in an examination of what it is that customers appear to buy, He now over thirty years since THEO DORE LEVIT (1969) in what is perhaps the known article on marketing over written (marketing myopia) said that what customers want when they buy ¼  inch holes. When customers buy a product, they are still buying a partial bundle or benefits which they perceive as satisfying their own particular needs and want.

• BACKGROUND OF STUDY

The industry had began in sierra leone, when Mr.G.B.Zochonic company limited which was incorporated as a private company under the Liverpool and Manchester which has remained the headquarters of the group ever since. The main business of the company was active for many years in the export of west Africa produces such as carton maize, coca, cassava, and of trading post throughout west Africa which it serviced by operating four small costal sailing school net.

The first branch in Nigeria was opened in Lagos in 1899, a branch was established in calabar and by 1912 the company operates major branches in major cities tons of the federation. The industry Ltd in 1960 and 1972sold 60% of the share to Nigeria and 40% was held by no Nigerian. In 1992, it changed it name to PZ industry Ltd and becomes a public liability company in 1993 and now it answers PZ industries Plc with more than 100 employer’s staff strength. PZ Plc is engaged in the production of confectionaries.

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