PRODUCT INNOVATION AS A TOOL FOR ACHIEVING SALES MARGIN: THE CASE OF UNILEVER NIGERIA PLC PORT-HARCOURT BRANCH

This study is about, product innovation as a.tool for achieving sales margin. The case of Unilever Nigeria Plc Port-Harcourt branch. The specific objectives are to examine the effect of technological innovation, administrative innovation and strategic innovation on “sales margin on. Unilever. Nigeria Ple Port-Harcourt. The researcher developed three research questions and hypotheses to guide the stud. A survey research design was utilized for the study. 184 staffs of the Unilever constituted the population of the study from which a sample size of 126 was derived with the aid Taro Yamane formula. Findings revealed that technological innovation and administrative innovation has a significant impact on sales margin of Unilever Nigeria Plc. Furthermore, findings also revealed that strategic innovation also have a significant positive relationship with sales margin of Unilever Nigeria Plc. It was concluded that a good innovation is a perfect strategic tool for company to increase their sales margin. However, there is the need for companies to actively involve all stakeholders and market research concerning innovative decision processes. The study further concluded that companies should ensure that staff keep on to their product innovation strategies, also take feedbacks from customers as their utmost priority. In line with the findings, the study Recommended that Unilever Nigeria Plc Port-Harcourt should seek further: product innovation strategies that can help them intensify the sales of their product as well as the introduction of different product size. The study further recommended that Unilever Pic should pay close attention to innovative strategies has it will help.the increase their sales margin.