Department of Business Administration & Marketing

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Browsing Department of Business Administration & Marketing by Subject "Brand"

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    Impact of Strategic Brand Communication on Market Penetration and Development of Infant Food and Toddler (IFT) Products in Nigeria
    (FUO Quarterly Journal of Contemporary Research, 2017) Ighomereho, Salome
    For companies to grow and survive, they need to maintain their current customers and also reach out to new customers. One of the ways of achieving this is through brand communication which comprises advertising, personal selling, sales promotion, publicity, public relations, direct marketing and sponsorship. In order to protect and promote breast feeding, the World Health Organization (WHO) code does not approve the advertisement of breast-milk substitutes. Consequently, this study examines the impact of other brand communication tools on market penetration and development of Infant Food and Toddler (IFT) products in Nigeria. This is based on Ansoff growth strategies for increasing market share of existing products. The study employed cross-sectional research design using survey technique. Questionnaire was used to collect data for the study. Two hundred and two (202) copies of the questionnaire were retrieved from respondents selected from five health care centres in Lagos State using convenience sampling. The results indicated that out of the six brand communication tools investigated, five which include sales promotion (0.474), personal selling (0.270), sponsorship (0.240), public relation (0.057) and publicity (-0.059) have significant impact on market penetration of IFT products while four which include personal selling (0.479), public relation (0.268), sales promotion (0.242) and publicity (0.065) have significant impact on market development. This implies that sales promotion, personal selling, public relation and publicity significantly influence market penetration and development of IFT products in Nigeria. Therefore, it was recommended that Dairy firms should employ integrated marketing communication in their marketing strategy.