Impact of Strategic Brand Communication on Market Penetration and Development of Infant Food and Toddler (IFT) Products in Nigeria
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Date
2017
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Publisher
FUO Quarterly Journal of Contemporary Research
Abstract
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.
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Keywords
Brand, Communication, Market penetration, Product development, Dairy