CHAPTER ONE
INTRODUCTION
1.1    BACKGROUND OF THE STUDY
As we move through the present economic conditions, the socio economic setting is different from what is used to be in the past today, many industries have to contend periodically with shortages and others face interactive competition people values are changing.
    An attempt to know the most satisfying product right channels to be adopted, types of pricing tactics to adopt and the promotional strategy to apply.
    Marketing is something that we do well, we all live by selling something. (stevenson) workers exchange their labour for income and use their income to buy wanted goods, companies use their products and use the receipt to buy raw materials and equipment move goods making a profit all know is a crucial human investing. It embraces the activities we engage into satisfy economic want.
    This marketing was born, marketing means working in markets which in means attempting to satisfying human activity directed at satisfying needs and want through exchanges process, it consists of finding out what product and services people already need and want and than proceeding to design, promote and distribution them.
    A production is any thing that can be offered to a market for attention acquisition, use or consumption that might satisfy a went or need, which exchange can be defined as the art of obtaining a desired object from some one by offering something in the return.
    Marketing determines the growth and expenses of any businesses organisation, the market therefore is a researcher, investor, a psychologist, sociologist, economist communicator and a lawyer all rolled in the one, the professional marketer is involved in finding consumer needs and desires, developing product concepts aimed at satisfying fulfilled needs and desire, testing the validity of those product concepts, designing product features, packaging and finding a suitable brand name, pricing the product to recover a reasonable from an investment arranging for regional, nation and international distribution creating effecting marketing communization to let public know about the product’s availability commercial scene, and dating scale, monitoring customer satisfaction and rendering marketing plans in the light of results.
    Good marketing defined a purpose for every organization, and statement of purpose should be specifies as to the business domain in which the organization will operate e.g. we help farmers to increase their productively. In its development of a definition for business domain, the company may want to specify up to from concession needs customer growth product and technology.
    The energy of pure water has made it imperative to effectively market such product many years back there nothing of such and since there are a lot of them in the market now, the opportunities which they found and tend to exploit soon become a threat. This is so because many people went out to exploit negatively the opportunities there is with out adequate consideration for a health and proper hygiene water packaging.
    Marketing is a total system of business activities designed to plan, price, promote and distributed want – satisfying goods and services to present and potential consumer whole maximizing sales profitably over the long run.
1.2    STATEMENT OF THE PROBLEM
    The statement of problem in this research work tends to look at what branding and marketing of pure water market. A lot of customer have being complaining about the process by which such product is been marketed as many marketing principle were not adopted. The question is whether this view of marketing definition are still in time with the realities of the present day practical marketing operations carried out in Ilorin township
•    Is marketing strategy well understand and employ in pure water product
•    Does beverage industry evolve a marketing strategy that will make it competitive in the market?
•    What does new marketing got to do with beverage product in the market
1.3    AIM AND OBJECTIVE OF THE STUDY
    This project will research into the branding and marketing of pure water market in ILORN TOWNSHIP, produces of Ayobat pure water.
    The study will give an indept survey on various strategic marketing decision at the disposal of any marketing executives engaging in the branding and marketing in the production of pure water in many part of the country, most especially Ilorin
The objectives of this study include the following:
•    To identify the area of branding of pure water market and how it can effect the survival of the pure water market
•    To identify the various ways employed in the company in improving the quality of its product
•    To emphasis on how marketer of such product can given the patronage of the customer
•    To identify marketing strategy employed in company’s being considered
•    To identify the various means used to distribute the company products.
•    To identify the company’s assessment of consumer needs