THE ASSESSMENT OF THE INFLUENCE OF CORPORATE IMAGE ON MARKETING A MANUFACTUERS BRAND NAME PRODUCT

THE
ASSESSMENT OF THE INFLUENCE OF CORPORATE IMAGE ON MARKETING A MANUFACTUERS
BRAND NAME PRODUCT (A CASE STUDY OF DENCO FOAM LIMITED ONITSHA ANAMBRA STATE)

 

TITLE OF CONTENT
Title
                                                                       -i
Approval
                                                                 -ii
Dedication
                                                              -iii
Acknowledgement
                                                 -iv
Table
of content                                                       -v
Abstract
                                                               -ix
CHAPTER ONE
1.0     
Introduction                                                     -1
1.1     
Background of the study                                    -1
1.2     
Statement of the problem                                  -3
1.3     
Purpose of the study                                          -5
1.4     
Significance of the study                                    -6
1.5     
Research questions                                                  -6
1.6     
Scope of the study                                             -7
1.7     
Definition of terms                                            -7
CHAPTER TWO
LITERATIRE REVIEW
2.1
Introduction                                                       -9
2.2  Review of current literature                                -10
2.3  Summary of Literature review                             -25
CHAPTER THREE
3.1
Design of the study                                             -27
3.2
Area of the study                                                -27
3.3
Population of the study                                       -28
3.4
Sample of the study                                             -28
3.5
Instrument for data collection                             -28
3.6
Validation of the study                                         -29
3.7
Distribution and Retrieval of the instrument         -29
3.8
method of data analysis                                      -30
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1
Presentation and interpretation of data                -31
4.2
Findings                                                            -41
4.3
Discussion of findings                                          -42
CHAPTER FIVE
SUMMARY CONCLUSION AND
RECOMMENDATION
5.1
Summary of findings                                           -44
5.2
Conclusion                                                         -45
5.3
Recommendation                                                -46
5.4
Limitation of the study                                        -47
5.5
Suggestion for further research                            -48
References
                                                             -49
Appendix
A                                                              -51
Appendix
B                                                             -52
ABSTRACT
The write is
motivated into researching in the topic “ The Assessment of the influence of
co-operate image on marketing a manufacturers brand name” products is carried
out in Onitsha Anambra State with particular attentions to Denco Foam ltd in
the process of conducting the research. The main aim of this research work is
to find out the roles and benefits derived in engaging into co-operate image of
a company. The researcher was of the view that good corporate  image will appear in the good book of consumer
and also firms can establish corporate image through public relations. The
project is structured  into five chapter
one takes an introductory look at the influence of corporate image stating the
problems, the purpose and the research questions, while chapter two conduct a
review of relevant literature on the topic, chapter three explains the various
methods used in this research work, chapter four deals with analysis of data,
while chapter five deals with summary of the findings recommendations ,
conclusion, limitations of the study, suggestion for further research. In
conclusion, the research is strongly of the view that if well planned corporate
image activities were used, definitely it will influence the consumer’s
behavior and also create mutual relationship between the company and consumer
of the products.
CHAPTER ONE
INTRODUCTION
1.1     BACKGROUND OF THE STUDY
Companies
or corporate bodies have legal existence. They are separated by legal entities
and so, they are different from the owners. The owners have their own individual
and is different from another individual and so do companies do to another even
though they fall under the same industry, producing the same of similar
products.
        The image of a company is the way the
company appears in the eyes of the public. How the public does lost at   is the company a good one or bad one, how
about the product the offer, do they contribute to the development of the
community? Business organizations have been trying to build a positive image in
the mind of the audience because this book of the public and such a firm is
likely to enjoy their patronage.
BRIEF HISTORY OF DENCO FOAM
Denco
Foam limited Onitsha Anambra state is a company that manufactures foam, pillow,
curtain and other indoor materials. The company is located at Nkpor Onitsha in
Anambra State. It started its existence in 1985 as a one-man business. The
owner Chief Godwin  Okafor in need of
fund for expansion accepted to run the business as a private company after
receiving money from friends and relations in 1983. The company got registered
in 1990 and since then they had been enjoying limited competition from vita
foam, the only competition at that time.
        The number of employees around 1985 were
about 16(sixteen) but immediately after the expansion programme of 1990, the
number increase to thirty-five (35). Presently the company has more than one
hundred and seventy (170) employees across the state. Denco foam has
distributed out more than six town and states namely; Enugu, Aba, Obosi, Nnobi,
Nnewi and Imo State. Apart from foam, the company also produce pillow curtains,
bedspread and towel. They also have customers in Aba, Enugu and Imo state. They
obtain their Raw material locally, especially from Northern State where cotton
is produced at cheaper rate .At Present the company starts to face stiff
competition from other manufacturing similar product. Among them are ; Mouka
foam, Apaco foam, Marta foam, and vita foam.
1.2     STATEMENT OF THE PROBLEM
      This is as a result of their increase in
number. It appears that company is not equally communicating with their public
effectively, this may be responsible for their loss of market share.
      Companies have not been able to create public
relation department that would have helped them to create good image for them.
Huge amount of money to run a separate public relation department had also
prevented the firm from creating their own, the inability of the company to
employ qualified public relation department . Finally, the company inability to
satisfied their employees means that employees are not comfortable with working
with them so they will not have good things to tell the public about the
company.
       THE
PROBLEM STATE AS FOLLOWS
·       
share Loss of market
·       
Competitive activities
·       
P00r marketing communication
·       
Inability to create a public relation
department
·       
Huge cost of running a public relation
department
·       
Inability of contribution to community
development
1.3    
PURPOSE
OF STUDY
The
purpose of research work as follows
       
1.)  To determine the activities of
competition actually
           Affecting Denco foam
       
2.) To find out if the company is losing market share.
       
3.)  To determine the effective of
the firm marking communication strategy
       
4.)   To find out if the firm can
create a separate public relation department.
1.4
SIGNIFICANCE OF THE SYUDY
The research work is
important for several reasons that. The end of the study in the information
obtained will be used by management of Denco form, in taking decision about
their image making marketing practioners, in other Firm in planning their
communication strategies students who are carrying out research in similar
topic
1.5
RESEACH QUESTIONS
The
researcher had prepared some questions that will guide him in the conduct of
this research.
1.  To
what extent do the activities of competitions actually affect Denco Foam Ltd?
2.  How
effectively is the firm marketing communication?
3.  It
expensive to run public relations department?
4.  Does
the firm motivate their workers
1.6 SCOPE OF THE STUDY
        The research is meant to cover Onitsha
Anambra State with particular attention to Denco Foam Limited.
1.7 DEFINITIONS OF TERMS
Company:
Business organization makes money by producing or selling goods or services.
Competition:
A situation in which people or organization competes with each other.
Employer:
A person or company that pay people to work for them.
Customer:
A person buying goods and services from shop.
Proprietors:
The owner of a business
Predicament:
A difficult situation
Retrench:
Reduce cost or spending
Shareholder:
An owner of share in a company or business organization
Distributors:
The act of moving goods one state to another
CHAPTER
TWO
LITERATURE
REVIEW
2.1
INTRODUCTION
        This
chapter will be used by the researcher to visit the work done by authors in
marketing and related discipline
        Several
authors have written on this topic “Corporate image” each had submitted his or
her own observation based on his perspective.
        There
are several author with different views on topic some emphasis on the meaning,
other on the function or uses and yet others note on how corporate image can be
created or used by firms. Information on literature review is indispensable in
such a study. This is so because it gives the researcher guideline and insight
on what the topic is all about. It helps to widen the knowledge of the
researcher in the topic under the study. Corporate image is very broad as a
topic and reviewing the works of other experienced writer on the topic will
make research work easier for the researcher.
2.2
REVIEW OF CURRENT LITERATURE
        According
to Softness, he defined corporate image as the way the public sees the
organization, he noted that the image of an organization is capable of
influencing the customers behavior, since nobody would like to deal with
organization he or she does not trust.
        On
these part Kincaid (Noted) that when an organization has good image, they will
appear in the good book of consumer. Speaking on corporate image Ugonweji noted
that firms can establish corporate image through public relations. He argued
that public relations is like a medicine which is both curative and preventive,
as curative he continued public relation remedies ill-will some segment of
their market or public feels towards the firm, as preventive public relation
fore-stalls ill-will, all with the objective of improving the image and
reputation of the organization. This emphasize is good public relation which he
sees as a two way process that help the organization build good corporate
image. This is because public relations is concerned primarily with people
outside but not entirely, he concluded in the words of Tatt (1984) corporate
image can be divided into two: Good corporate and bad corporate image to have a
good corporate image it implies that the public is in love with the firm. But
bad corporate image according to him shows that there is no sign of any good
feeling from the public towards the firm or organization. The agreed that
organization can build good corporate image just like individual can build
their own good individual image.
        Taff,
finally concluded by adding that firms must always thinks about the public
first in any decision making process. If not negative reactions are to be
expected from the public.
        Udeagha
(1999) agree with the above ascertain when he noted that every organization has
an image just the same way individual do. He observed further that the image of
the organization is the way the organization appears in the eye of the public.
According to him, a firm image may be good or bad but it depends on the way
they are being perceived by the public. He concluded by noting that the image
of the image of the firm plays a major role in buying decision of the target
market.
        In
the opinion of Awah (2002) marketing activities does not end with producing a
good product, pricing it, of the company including their image and regulations,
for this according to him further motivate the public in accepting the firm and
its products.
        Every
individual firm, group and families has image. Okafor (1984) the image may
depend on how the public view such person or firm function on how the person or
firm is being viewed by the public. It is on this note that.
        Adirika
(1997) observed that a firm with a  good
image has a good assets for it among the motivating force which the public rely
on decision making.
        Every
organization has a public (Kolter 1984) the public accordance to him is any
person or group of person that has actually or potential interest or impact an organization
ability to achieve its objective. These public, Kotler noted can be internal or
general in nature but the organization should ensure they position themselves
in a way that they can be seen as belay trust-worthy by the public, to achieve
this objective Kolter opinioned that the organization should ensure the
position themselves in a way that they seen a belay must strategically build a
good image which will always attract the public interest and attention to
establish an enduring corporate image.
        Hambrick
(1984) noted that public relations officers should lead themselves to community
fund raising handle customer complain, charity and also offer professional
advice to company manager. He argued that for organization to maintain good
relationship with everyone whom it affects. It must sub-divide. It general
public into smaller unit so that appropriate public relations programes should
be applied to each of the units. This is because as he observed the
expectations and factors that can influence each of the public varies from one
unit of the public to another. The importance of good or favourable corporate
image cannot be over emphasized.
        Kinner
(1987) argued that firm use institutional or corporate advertising in building
and maintaining good corporate image. This form of advertising according to him
helps a firm to tell their stories about a product or service they offer. But
the end product may be a sell he agree his opinion that corporate advertising
has its primary aim at establishing its favorable attitude in the audience
about the firm. This favorable image develop by the public will end up in
assisting them to make purchase decisions. Negatively publicity has its adverse
effect on a company’s image Kincaid (1985) he noted that this situation is much
more prevalent in the media than a positive one. This is because according to
him the press occupies a central position in protecting the masses against any
detrimental practice of any institution though he submitted that political
office holder wishing to marginalize the masses have constantly used the media
to achieve their aim. He concluded by using adding that adverse publicit6y
could be damaging a firm image even though there is no proof of all effect on
consumes or there are ill effect but the firm involved is Innocent of them.
COPERATIVE
IMAGE
PUBLIC
RELATIONS ADVERTISING
        In
the  words of Udegha (1999) public
relation advertising can also be called cooperate or institutional advertising.
This is aimed at selling the cooperate personality of an organization on the
assumption that acceptable by the public. This type of advertising that focus
on image making informs the public about management policies and designed to
suit their interest and need or tries to remove existing misconceptions. About the
organization.
A public relations advertising is
geared towards changing existing beliefs attitude and opinions of the internal
and external public of an organization for good.
        Noor
(1997) outlined some condition that can make an advertisement to be a public
relations, they includes;
1.  It
must present a company as a good place to work in.
2.  It
must try to off-set unfavorable publicity and negative attitude towards the
organization.
3.  It
must educate, inform or impress the public on the organization policies, functions
ides facilities objectives and standard.
PUBLICITY
This is making tool that help to  complement the effort of other promotional
tools, it reflects a market oriented, public relations and so it can be referred
to as a tool of public relations.
        Okoye
(2001) noted that publicity is a marketing tool that takes the audience
off-guard, since it come to them to inform of news, publicity involves seeing
editorial space in all media read viewed or heard by a company customer in
prospect. This is for a specific purpose of assisting in meeting of sale goods.
Publicity message come inform of news talk, news release or editorials and the
management to create news worthy even that are capable of attracting the
interest and favor of the press. By placing such news, Worthy information on
radio, television or newspaper. The firm 
is attracting the interest attentions and sympathy of the public to them
since makes the public to consider the organization to be a good one.
PRODUCT
        Some
organizations produce product that are attractive and of better quality to the
consumers, they sometimes give free product or its sample to the public such
free gifts and quality aimed at attracting the attention of the numerous public
towards the organizations. Some companies target the organizations, some
companies target the stake holders or community heads in the distribution of
these free product especially during festive period. All these are attempts to
maintain good relationship with the public and that is the foundation of corporate
image.
COMPETITIVE
FACTORS
        Some
firms are small in size and scope that they consider themselves as being not
capable of competition with the larger companies. The smaller ones assume that
the large companies have already established themselves as the leaders of the
industry and so going into competition with them will result to what is called
“Majority Fallacy” such assumes always ensure that the firm choose to remain
the way they are.
PHYSICAL
ENVIRONMENT ON THE FIRM
Most companies use their physical
environment such as their premises, building, vehicles, tools and equipment
such as attracting attentions of the public, clean vehicles and neatness of the
employees to work are all the  strategies
involve in creating positive image. This is why some companies keep on changing
vehicles uniform and kits of their employees just to attract descent comment
from the public. The company believed that their image is the way they appear
in the estimation of the public and so they try to maintain their  physical environment since tits part  of what the public may consider about the
company’s image.
PROBLEM
OF BAD CORPERATE IMAGE
        A
firm with a bad corporate image is like one with bad character. The bad image
ensured that consumers and general public assumes not everything is wrong with
them. This feelings by the public could manifest to any of following;
Lack  of Trust by Customers
Once a firm has image that will affect
the public and will make the public not to have any trust on such firm, there
is virtually anything the firm can do to please the public. This is similar to
a person who is not trustworthy the public will find it difficult to believe
him.
Loss
of Profit
The fact that the firm is losing
market share may equally result to loss of sales volume and profit. When such
situation continues the company may not last long in the business.
Loss
of Market Share
 It is because the public have no faith in such
a company many of them will withdraw from patronizing them. They will equally
discourage their friends and relations from the firm. This shows that the
firm’s poor image will cost them massive loss of market to their competition.
Attack
and Criticism
There is likely to be criticism from
the public against such a company, the public that are likely to criticize such
a company is the consumerist, human is the right activities, environmentalist
and other government agencies these public
are not directly affected by an organization business operation but have a special
or vested interest in the affairs of such organization most of these activities
and environmentalist are ready to shake their live to achieve a particular
course of public interest.
TYPES
OF ORGANIZATION PUBLICS
        There
are some set of publi8c that have actual or potential interest or influence on
the firm business dealing. The public are any group that is interested in or
affected by the business activities of the firm. They are group of people with
direct interest in a company and are able to harm the company in case of
inadequate communication.
SOME
OF THESE PUBLIC ARE
FINANCIAL
PUBLIC:
These are the financial communication that can
influence the ability of the company to obtain loan or funds. These public
includes bank, Investment house, Brokerage firm, Issuance house etc. the firm
has to establish goodwill by communicating especially in take-over and new
issue or public their annual reports and financial statement in order to
attract the interest of the financial public supporting them financially.
MEDIA
PUBLIC:
These are the public that relies onto any new
features and additional opinions about the company. The media public includes
newspapers, magazines, radio and televisions stations the media public can turn
to a positive neutral and negative force in the company fortunes. This is a way
company influence the media by creating newsworthy events and interesting new
item that can attract the press. The firm 
communication strategy usually aim at cultivati9ng mutually beneficial
relationship with the media so as to avoid unfavorable and unwanted media
coverage.
GOVERNMENT
PUBLIC:
They are the top 
public that formulate the rules and regulations that intervene in
marketing decision about price, product feature packaging, promotion etc. the
role of government is to act as  watch
dog to see that market act according to the society best interest. This is why
numerous law are passed that tends to regulate constraint and in many instance
actually control with government rules and regulation in other to enjoy the
support of government public.
EMPLOYEES
PUBLIC:
The people working, both manager and other belong
to the firm internal public or concern should be the maintenance of good
employee relation . there is already an internal communication structure
through which the communication with their internal public such constant
communities it necessary as it help to bring the employees closer to the
management of the firm. Such communication will enable the firm to resolve
internal issue like wage and salaries situation. Industrial relations, polities
and minority issue.
2.3
SUMMARY OF LITERATURE REVIEW
        The
research had been able to review the work done by other authors in the area of
cooperative image. The views of authors reviewed are not completely different
as well them seen to be pointing at one direction which is that corporate image
is the way the company  appears in the
estimation of  the public, they also
noted that good cooperate image is an asset to a firm as it help to maintain
various public.
        There
are several tools in which a company can use in building a good corporate
image, some of them are publicity, institutional advertising, position of good
product, community development effort and good physical environment.  The public served by a business are numerous,
they include employees government media, financial and general public. These
are groups that are either directly or indirectly influence the firm marketing
programes and so companies put in consideration in formulating their marketing
programes
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1     DESIGN OF THE STUDY
The design of these
study is the programme that guide the investigation in the process of
collecting, analyzing and interpreting observations and defines the domain of
generalization in the process of carrying out this work, survey design was considered
appropriately for gathering data required for the study since survey design
center on people, their beliefs, opinion, attitude and behavior
3.2     AREA OF THE STUDY
This research work
took place in Onitsha Anambra State, with particular reference to Denco Foam
Limited Onitsha
3.3     POPULATION OF THE STUDY
The research work is to cover an
estimated total population of one hundred staff (100). The population comprises
of the management of the company.
3.4     SAMPLE OF THE STUDY
The sample size for
this study is twenty percent of the respondents. The reaction for this sample
is because a lot of time and money is required to study the entire population.
The researcher used the sample random technique to select the sample. This is to
ensure that researcher is not based in choosing the respondents that will make
up the sample.
3.5     INSTRUMENT FOR DATA COLLECTION
The major source from
which data for this study were gathered from primary as well as secondary
sources. The primary source of data include the use of questionnaire and
personal interview with management staff. The secondary source include the
establishment of existing records and this involves going into documents
records of Denco Foam Ltd.
3.6     VALIDATION OF THE INSTRUMENT
In order to ascertain that the
instrument used for the collection gives the expected result, the researcher
made copies of the questionnaire and guideline on what questionnaire are
expected to achieve on what the questionnaire are expected to achieve to the supervisor
which accordingly determine the validity of the instrument.
3.7     DISTRIBUTION AND RETRIEVAL OF
INSTRUMENT
The researcher distributed 25
questionnaire to 25 respondents by hand. They were asked to fill it within two
days after which the researcher visited and received them but in the process of
retrieval, it was noticed that the respondents return their copies the
implication is that the researcher now have 22tionnaires.
3.8     METHOD OF DATA ANALYSIS
All of the data collected will be
analyzed through the use of simple percentage method. The researcher will use
the Yaro-Yamen formular  in testing the
hypothesis and formular is
 n   = 

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