TABLE OF CONTENTS
Table of Contents
1.1 Background to the Study
1.2 Statement of the Problems
1.3 Objectives of the Study
1.4 Significance of the Study
1.5 Research Questions/Hypotheses
1.6 Research Methodology
1.7 Scope and Limitation of the Study
1.8 Definition of Terms
1.9 Organization of the Study
End of Chapter References
2.0 Literature Review
2.2 The Concept of Marketing 1
2.3 Marketing Strategy
2.4 Production Development
2.5 Price Element in the Marketing-Mix
2.6 Place (Physical Distribution)
2.7 Promotion Element in Marketing
2.8 The Role of Marketing in the Nigeria Economy
2.9 The Impact of Marketing in the Nigeria Economic
2.10 Historical Background of the Company N.B.C
2.11 Organizational Structure of the N.B.C Plc.
2.12 Product Development in the N.B.C Plc
2.13 Pricing Strategy of N.B.C Plc
2.14 Physical Distribution of N.B.C Plc
2.15 Channels of Distribution through Retailers to Customer
for Durable Goods
2.16 Promotion of Nigeria Bottling Company Products
End of Chapter References
3.0 Research Methodology
3.1 Research Focus
3.2 Research Instruments
3.3 Restatement of Research Question/Hypotheses
3.4 Description of the Population and Sample of the Study
3.5 Sources of Data Collection
3.6 Description of Questionnaire
3.7 Methods of Data Analysis and Description of Tools of Analysis 47
End of Chapter Reference
4.0 Data Analysis, Interpretation and Discussion of Findings
4.1 Interpretation of Items
4.2 Analysis of Data
4.3 Analysis of Tables
Table 4.3.11: Sex
Table 4.3.2: Marital Status
Table 4.3.3: Age
Table 4.3.4: Category of Staff
Table 4.3.5: Education Background
4.4 Test of Hypotheses
End of Chapter References
5.0 Summary, Conclusion, Recommendation And Suggestions
For Further Studies
5.4 Suggestion for Further Studies
End of Chapter References
Appendix I: Questionnaire
1.1 BACKGROUND TO THE STUDY
In all profit organization some forms of marketing take place. Any business is likely to be more successful when a strong marketing permeates the thinking and guides the decision and action of everyone in the business.
Marketing is the function that determines.
i. How it shall be presented
ii. How it shall be promoted
iii. How it shall be distributed to the customer and kept.
iv. How it shall be priced
v. What the product or the service shall be.
The basic ideal that some form of marketing takes in all organizations. It is necessary to study how these are applicable in Nigeria Bottling Company Plc.
This focus will be on what marketing strategy are being used to make customers fully aware of their products: how effective these marketing strategies are and what marketing should be adopted to ensure that there is balance between the companies benefit required by the customers as to maximize long-term earning per share.
A lot of studies have been conducted on the different marketing operations of the Nigeria Bottling Company Plc but none has taken integrated approach of the elements of marketing of the company.
The various changes in marketing environment of Nigeria Bottling Company Plc dictates that it should continuously evaluate the marketing strategy being marketing expenditure level, marketing mix and marketing allocation.
The marketing expenditure level to do with decision on what scale of marketing efforts will be needed to achieve the company’s goal (profit) while the marketing resources among its products, customers, segments, and scales areas. The marketing mix is a set of controllable variable, the firms uses of influence the target market.
The importance of marketing effort cannot be over emphasized in any marketing oriented organization. Even though the Nigeria Bottling Company might have found itself in a setter’s market will be determined by the company’s ability in cutting the marketing efforts.
Since the dominate objectives of the company is to remain the number one soft drink producer in the country with profit to go with, there is need to protect the current market share further. One way mixes of the marketing ingredients (the 4ps) product, price, place and promotion and determine where of various marketing effort would have impact. The determination of the marketing mix element is also made difficult by the facts that of component are interdependent. This means it means erroneous to plan strategy without and promotional into consideration, its effect on pricing and promotional policies particularly in a dynamic environment.
1.2 STATEMENT OF THE PROBLEM
In this study, attempts were made to examine the impact of marketing on the profitability of Nigeria Bottling Company Plc and factors, such factors can be identify below:
i. What the product or service shall be
ii. How it shall be presented
iii. Modes of promotion
iv. Distribution methods
v. Fixed price analysis
1.3 THE OBJECTIVE OF STUDY
To examine and ascertain how the company maintains the market share or strategy as well as the relationship between market share and profitability, to advice the company on the improvement to be made under the channels of distribution for accessibility and availability of the product to consume especially in rural areas.
To advice the company on how to improve the pricing and promotional strategy in order to beat down the competition from other competitors. The final purpose research study is to make recordation, which would not only help the company to get a greater market share but also to consolidate existing market share.
1.4 THE SIGNIFICANCE OF THE STUDY
Bearing in mind the purpose of the study started above, it is hoped that the result of the study will enable the company to identify area of efficiency and from policies that are found necessary in attaining co-operate goods in terms of:
i. Product Strategy
ii. Pricing Strategy
iii. Distribution Strategy
iv. Promotional Strategy
1.5 RESEARCH QUESTIONS/HYPOTHESES
The relevance research question of this project work is stated below:
i. Is proper budgeting, the only good way of improving the activities of the manufacturing companies?
ii. Does your company by the ideal of product development as a any to boost the company’s image?
iii. The function of purchasing department makes the inventory management easier and simple, do you support this idea.
iv. Do you believe that effective management of material can help the organization?
v. Are the required qualified and competent staffs employed?
A hypothesis is a conjectural statement put forward by the researcher to guide his study. The null and alternative hypothesis of this study is stated as follows:
Ho: There will not be a constant improvement in organizational goals
Hi: There will be a constant improvement in organizational goals or achievement.
Ho: Effective marketing will not increase the marketing share of an
Hi: Effective marketing will increase the marketing share of an
1.6 RESEARCH METHODOLOGY
Data used for this study were both primary and secondary. The primary data were collected by the use of questionnaires while secondary data were collected from the various reports of the company. Personal interviews were conducted on various management functionaries of the Nigeria Bottling Company in appropriate with areas with the use of structured and unstructured questionnaires.
The significance of these was to secure were important information and obtain ideas, which may not normally be experienced through formal use of questionnaire. Two different sets of questionnaire were designed for the primary data collection. One for the consumer and the other for the retailers because they are the only intermediary between the company and the consumers.
1.7 SCOPE AND LIMITATION OF THE STUDY
In an attempt to accomplish the objectives set out above, it is important to differentiate geographical area of Nigeria, Lagos especially as follows:
i. Retailers of Nigeria Bottling Company Plc’s products
ii. Consumers of Nigeria Bottling Company Plc’s products
One of the limitations was in the random sampling techniques used in this study with regards to the retailers it was observed that some streets approval by the local government did not have soft drink retailers. Such that street however substituted from the next one in the list.
Another limitation was that the collection was not spread throughout the county due to limited find at the disposal of the writers and find with which to carry out an extensive study. Out of all the production plant being operated by Nigeria Bottling Company, the researcher could only write on Ikeja plant as a result of proximity.
1.8 DEFINITION OF TERMS
ADVERTISING:- A group of activities aiming and including dissemination of information in nay paid, non-personal from of concerning and idea, product or service to compel action in accordance with the interest of an identifiable sponsor.
DISTRIBUTION CHANNEL:- A set of institution, which performs all the activities, concerned with the movement of a product from producer to consumer.
MARKET SKIMMING:- A pricing strategy of setting the price relatively high and appealing to the more effluent segment of the society.
MARKET PENETRATION:- Market penetration pricing involves the setting of low price to encourage growth of the market and obtain a large market share.
PERSONAL SELLING:- This is a face of presentation of the company representation to prospective buyer for the purpose of making sales.
PRODUCT LIFE CYCLE:- This is an attempt to recognize the stages, which a product will pass through from launch. It is usually associated with the sales history of a produce viz introductory stage, maturity stage and declines stage.
PROMOTION:- This is an element of the market mix. It is a communication method designed to accept, re-sell and recommended the use of the product or service.
SALES PROMOTION:- Activities, which are identified as to encourage purchase on sale of a product or service at the point of sale.
1.9 ORGANIZATION OF THE STUDY
This research work would be divided into five chapters. The first chapter will be introduction and overview of the study.
The second will focus on the review of related literature on marketing.
The third chapter would be based on the research methodology. The chapter four would focus on the data analysis, which is chapter five, shall comprise the summary, conclusion and recommendation.