Full Project – Effectiveness of advertising on beverage industry in Nigeria

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CHAPTER ONE

1.1 INTRODUCTION

Succeeded in coming out with a product has not finished its work, if the product is not known by the consumer. In the development, this product, a lot of expenditure is incurred despite the fact that there are different promotional tools to be used in the course of awareness of the consumer for a constant patronage of all promotional tools advertising could be regarded as good means for effective product performance in the market.

Advertising is as old as the civilization and it has been used as the means through which we make our product and service know to the public as days wear off. A thousand and one product are introduced into the market with the sole aim of maximizing profit.

In a situation of this nature manufactures would go to their drawing board to plan various planning strategies on how to establish a readymade market for their product. the one that could be assumed paramount. These strategies is advertising competition will now be the order of the day as each and everyone of them would be running here and therefore effective persuasion towards selling their product and services. At this stage, the level of patronage will depend on the advertisement strategy each one of the employs.

The aim of an organization’s advertising or promoting strategy is to achieve quick sales of their products or services in order to make the like this to elicit information about tooth paste mention three toothpaste you know.

Secondly, advertising effectiveness can be measured through general sales in specific product are markets.

The importance of advertising effectiveness cannot be over emphasized in the sense that without it, there can not be free-flow of products form the manufacturers to the sellers and finally to the consumers manufacturers will have problems of selling their product quickly while buyers will be left with the problem of a wrong choice.

1.2 AIMS AND OBJECTIVES OF THE STUDY

This project is primarily concerned with meaning and purpose of advert as well as some other important elements associated with it, as much as space can permit. It is also aimed at analytical evaluation of the advertisement effectiveness towards enhancing awareness, promotion of market and impressive patronage of the project.

This is necessary to identify the importance of advertisement as a way of creating awareness to general public in an organization with a reference to and a giant in the soft drink manufacturing circle.

Basically, the objective of the study will be to identify the following

To enlighten students and potential marketers in particular about the various dimension of communication prospects
To fostering sales in their various parts of work in the nearest future
To regain lost customers ad accounts.

1.3 SCOPE OF THE STUDY

The scope of the study shall be on the advertising effectiveness in soft drinks industry only. The study will limit its scope of study to Nigerian Bottling Company Plc Ikeja being the largest soft drink industry. The study will confine itself to any these important areas relevant for the attainment of rules research work.

Response to be used for analytical work will be received from consumer of soft drink product Ilorin and its environment with special references to major modern motor parks market office, schools, restaurant and market place for soft drinks. The study will focus on the consumer who constitute the market regardless of their social class, religion, belief, cultural background and other demographic features.

1.4 SIGNIFICANCE OF THE STUDY

The importance of advertising techniques or strategies in the soft drink industry can not be over emphasized in that the study will show whether advertising is actually stimulating the consumers. The study will help to see whether the investment on advertising programme is yielding the desired result.

Finally, the study is significant in term of knowledge, cost and time that is the research study will help the organization to know how to increase profit through advertising, maintaining high material standard and prolong the product life cycle.

1.5 STATEMENT OF THE PROBLEM

Advertising is known to be the key task in the promotional activities which is designed to stimulate demand and to show as a communication that reduces selling cost because with advertising, you spend very little in conveying your goods to the consumers who know the source quality of the goods with advertising production cost are rejuiting also in demand and decrease in cost over unit of product. Example of such product is the fanta which is manufactured by Nigerian Bottling Company.

The topic “An Evaluation of Advertising Effectiveness in Nigeria Soft Drink Industry” provides us with interesting problem posed by the topic are as follows:

How does advertising effectiveness contribute to the sales of soft drink in Nigeria Bottling Company Plc?
What is the impact of communication on advertising activities in the achievement of the marketing activities?
What types of advertising activities dies Nigeria Bottling Company Plc engage in fostering an efficient and competitive marketing system?

1.6 HISTRORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY PLC?

Nigeria Bottling Company Plc is the world leading soft drink sold in more than 195 countries. Coca-cola was invented or discovered by a Phamaclan called John Peenbarton on May 1886 at No, Marlental Street, Atlanta Georgia in United State of America (USA). The product became international in1900 over 850 million bottles are consumed every day in all part of the globe from Canada in the North to New Zealand in the South, from Alaska to China and from Mexico to Nigeria.

Nigeria Bottling Company Plc was incorporated as a private limited liability on 22nd November, 1953 with its first plant in Lagos. While it became a public company in 1972 with its shares listed on the Nigeria Stock Exchange (NSE).

Nigeria Bottling Company Plc is today Nigeria number one bottle of soft during selling more than 7 million bottles per day. A figure which is still growing within the continuous expansion of the existing 18 plant.

Fanta is by far the number one widely sold orang segment and sprite and Krest Lemon drinks are most widely sold Lime lemmon drinks products bottled by Nigeria Bottling Company Plc. Including coca-cola, fanta, orange, fanta lemon, fanta blckurrant, gingeral fanta, chapman, sprite, krest, Club, Soda, Schweppes, Bitter lemon, Eva bottled water and newly introduced fanta pineapple in to the market.

The success of coca-cola has brough with the new development of number of industries all contributing to the Nigeria economy. The Delta alas company in Ugheli supplies million of bottle required to keep the company in operation. The crown factories in Ijebu-ode and Kano which manufactures the metal crown-cork to seal the bottle and the plastic factory in Benin which produces plastic creates for carrying the bottles.

In addition, the truck which are farmiliar site in many parts of the country delievering soft drink to more than 60,000 dealers are also assembled in Nigeria. The company is also the largest employer of labour in the soft drink industry. Employing over 70,000 Nigerians in all it fileds of operation through employment is not made locally but the national headquarters at Ikeja.

In Lagos, there are two plants one at Apapa and the other one which is the larges at all the plants with bottling and canning facilities is at Ikeja as the Headquaters, Kano and port-Harcourt also have plants each other plant in the country are in Ibadan, Benin, Onitsha, Maiduguri, Kaduna, Enugu, Oweri, Owerri, Sokoto, Ilorin, Calabar, Markurdi, Akure, Yola and Bauchi.

Nigeria Bottling Company Plc came into existence in Kwara State, Ilorin in particular in 1979 to cater for the needs of the inhabitants and its environs. The plant is situated off-Offa Road close to Asa river which supply much of the water needed in the factory.

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