In times of depression you see companies that do well in spite of the depression. They do not have much need to totally

 change their marketing strategies, except for occasional review. Others exist that are hard hit by the depression. They must make quick and sometimes radical change in their marketing strategies to survive. It is therefore important that the whole portfolio is reviewed regularly and that an active policy towards new product development and their effective marketing and/or divestment of old product is pursued. Marketing managers are therefore faced with developing new and improved marketing strategies other than those used before to suit or accommodate the current depressed condition of the Nigerian economy. It is in light of the above, that this study was carried out to analyse the strategies adopted by Johnson Wax Nigeria Limited to market efficiently and effectively it's relatively new product which is a new brand of insecticide marketed under the brand

 name of Raid. This has been done given special consideration to the current depressive economy prevalent in Nigeria.