Marketing Fundamentals
ICAN Business, Management and Finance

Eko Beverages Limited (EBL) is a Lagos-based manufacturer of fruit drinks targeting both urban and rural consumers across Nigeria. The company recently conducted a market research exercise and discove…

Abuja Green Farms Limited (AGFL) is an agribusiness company that processes and sells organic vegetables and grains to retail supermarkets, hotels, and individual households in the Federal Capital Terr…

Sunshine Insurance Brokers Nigeria Limited (SIBNL) is a medium-sized insurance brokerage firm based in Port Harcourt, Rivers State. The firm provides life insurance, health insurance, and property ins…

In the context of Philip Kotler's Five Product Levels model, the air-conditioned comfortable seats, in-flight entertainment, and complimentary meals offered by a Nigerian airline beyond the core benef…

A retail company in Abuja sells a product for ₦15,000 per unit. Variable cost per unit is ₦9,000 and fixed marketing costs total ₦3,600,000 per annum. What is the marketing break-even quantity (in uni…

Under the Value Added Tax Act Cap V1, LFN 2004 (as amended by the Finance Act 2020), which of the following marketing-related services supplied by a Nigerian advertising agency to a foreign client qua…

A Lagos-based consumer goods company segments its market by dividing customers into groups based on their knowledge, attitudes, uses, or responses to a product. Which type of market segmentation is th…

Nestlé Nigeria Plc is evaluating its product portfolio using the Boston Consulting Group (BCG) Matrix. A product with a high relative market share operating in a low-growth market generates substantia…

A telecommunications company in Nigeria spends ₦120,000,000 on a marketing campaign that increases its customer base from 800,000 to 980,000 subscribers. The average revenue per subscriber is ₦2,500 p…

A Nigerian company adopts a marketing strategy where it targets multiple market segments and designs separate offers for each segment, accepting higher costs in exchange for greater sales volume and m…

A manufacturing company in Port Harcourt uses a distribution channel where goods move from the manufacturer to a wholesaler, then to a retailer, and finally to the end consumer. This channel structure…

Dangote Cement Plc sets the price of a new product at ₦18,000 per bag, which is significantly higher than competitors, to signal superior quality and recover research costs quickly. This pricing strat…

A fast-moving consumer goods (FMCG) company in Kano incurs the following costs to bring a product to market: direct materials ₦2,400,000; direct labour ₦1,100,000; manufacturing overhead ₦500,000; sel…