THE EFFECT OF TEST MARKETING ON PRODUCT INNOVATION (A STUDY OF MARKSON CHEMICAL INDSUTRY)
in MARKETING PROJECT TOPICS AND MATERIALS on September 16, 2020CHAPTER ONE
1.0 INTRODUCTION
This chapter deals with the complete overview of this work. It is the base of this research work and portrays the background of the study, objectives, research questions, and other important sub topics.
The work is centered on two main concept test marketing and product innovation, before a product or goods or services, is to be accepted it must pass through certain process and among these are the process of marketing and product innovation.
1.1 BRIEF HISTORY OF THE STUDY
The company was incorporated in Nigeria on the 5th of October 1984, under the division of Shirley chemical industry, importer, exporter and manufacturer.
The company use located at No. 42 Francis street Onitsha in Anambra state along old market road Onitsha with other two branches as well. It was incorporated in Britain in 9th day of January 1959 as Britain paint Wakko (WA) limited.
Markson chemical industry (Marketing group of companies) subscribed 87.9% of the company issued share capital and retained the controlling interest. Its principles activities is that of production of soap, cosmetics and plastic. Currently, there is a total number of 278 staff in the company of which twenty (20) are skilled workers, eighty (80) semi – skilled and the remain others are cause workers (187). This wide range of product, manufactured by the company today has been more house hold names, some example are as follows: in the soap and detergent range, they have Rock, Medicated soap, Bona Black soap, other important product are hair rollers and baby boy cream, and Cusson baby body cream, and Cusson baby product in term of plastic and cosmetics. Indeed, it can be seen from sample listed that almost every home is likely to have a product by Markson chemical industry.
