Key Features:
- No of Pages: 113
- No of Chapters: 05
Introduction:
Abstract
This project work was focus on the sale promotion and brand loyalty for coca-cola soft drink in Enugu state with a particular reference of Nigeria Bottling Plc, the problem the researcher tackled were to find out if the customer of Nigeria Bottling Plc help to create awareness of their product, stimulate and arose customer favorable behavior towards the company and its product.
The main objective of sales promotion were
1. To determine the extent to which sales promotion by various soft drinks companies has achieved to desired consumer exposure to various brands for coca-cola soft drinks.
2. To investigate consumer brand switching behavioral in terms of exposure sales promotional campaigns.
3. To determine the relationship between sales promotions effect and consumer patronage of the various brands.
4. To determine whether sales recorded on various brands of coca-cola soft drinks justifies investment in its sales promotion by the various companies.
Based on the objectives of the study four hypothesis were formulated. The population of study were drawn from the users of coco-cola soft drink in Enugu State. Burley’s formula was used to determine the sample size. Questionnaires and personal interviews were used to elicit data from respondents simple tables and percentage were used to analyze data collected.
Based on the analysis, the following findings were made.
1. Most consumers are influenced by Nigerian bottling plc sales promotion.
2. The sales promotion messages of Nigerian bottling plc influence their product.
3. Middlemen confirmed they sell more during Nigeria bottling promotional activities.
4. Sales promotion by Nigeria bottling plc help to create consumer awareness of their products.
5. Nigeria bottling plc sales promotion has induced consumers to purchase their product. The researcher therefore, made the following recommendations.
1. The company should maintain and improve their sales promotion campaign.
2. More sales promotional activities should be integrated with other promotional tools. In conclusion, the researcher can say that Nigeria bottling plc sales promotional influence consumers to buy more of their products and also the promotions influences distributors to more of their products.
Table of Content
Title page
Approval page
Dedication
Acknowledgment
Table of content
List of tables
List of figures
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Research Question/Hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Introduction
2.2 Definition of sales promotion
2.3.1 Marketing promotion mix
2.3.2 Advertising
2.3.3 Sales promotion
2.3.4 Public relation and publicity
2.4 Objectives of sales promotion
2.5 Sales promotion tools
2.6 Consumer promotion tools
2.7 Dealers promotions
2.8 Sales force promotion
2.8.1 Pretesting and post testing the sales
promotion programmes
2.8.2 Budgeting for sales promotion
2.8.3 Personal selling and marketing concept
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Sources of data
3.1.1 Primary data
3.1.2 Secondary data
3.2 Population of the study
3.3 Determination of sample size
3.4 Sampling procedure or method
3.5 Selected and construction of research instrument
3.6 Administration of the research instrument question
3.7 Method of data analysis and treatment
CHAPTER FOUR
4.1 Presentation, analysis and interpretation of Data
4.2 Test of hypothesis
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1 Discussion of findings
5.2 Recommendations
5.3 Conclusion
Bibliography
Appendix
Introduction
BACKGROUND OF THE STUDY
The Nigerian coco-cola bottling company first came to Nigeria in 1953 and established its first bottling plant in Lagos. This was to be the beginning of growth and development in 1956, two other plants were established in Kano and Jos respectively. The opening of the Ibadan plant followed in 1961, the next as that of Benin in 1970. Sources: Wikipedia com/Nigeria body company http/Google /2F%/cocoa-cola.
The Enugu plant at 9the Mile corner Ngwo was established in 1975, in all, there are about 21 coca-cola bottling plants in several parts of the country. In some states where coca-cola bottling plants are non existents, large depots are always maintained to serve the growing demand for the brand by consumers in those areas.
The Nigerian coca-cola company are sole makers of several brands of self soft drinks in Nigeria. The brands include: Coca-cola, fanta orange, fanta tonic water, fanta ginger Ale, fanta Chapman, Fanta lemon, Fanta Soda water, spirits and Krest bitter lemon.
Coca-cola brought with it the development of number of allied establishments all contributing to the growth of the nation. Some of the establishment are the Delta Glass company at Ugheli, Delta state supplies the Nigeria coca-cola company with the millions of bottles they used, the crown products factory at Ijebu-Ode, Ogun and Kano respectively, which manufacture the plastic company which make the creates for carrying the product.
The coca-cola bottling company as the leads in soft drink production in Nigeria employs more than 60,000 Nigerians in all fields of its operation. The company has immensely helped in the development of sport and sporting activities mainly through sponsorships.
Sales promotion is that something extra that can arouse interest, create a buying desire spark an immediate reaction from customers, middle men or company’s sales force. It is the name that is applied to special kinds of sales accelerating activities not necessarily classed as a personal selling effort. It consists of short term incentives designed to stimulate buying action. Sales promotional activities are directed to consumers, middlemen or the firm’s own sales force.
Sales promotional incentives are usually of short term operation and the aims is to move sales of a particular brand above the existing level. Sales would increase if more customers are attracted to the shop, if non-brand users are attracted and if brand users are encouraged to buy more , customer promotions essentially attract the more price conscious or premium conscious buyers. The impact varies with the types of promotion the size of the incentives the case of getting the offer and the amount of awareness created for the offer. It is generally considered that the sales promotional activities are designed to break down brand loyalty while advertising is designed to build up brand loyalty. This because sales promotion has an element of immediately, the benefits are immediate, but it also does not buld any long term consumer franchise in contrast to advertising. They attract mainly the deal prone consumer who are always willing to switch brands as incentives become available. Sales promotional device are usually the only promotional material available at the points of purchase. This contributes to its impact in stimulating the prospect. The prospects are often in a buying frame of mind or they would not be there at the point of sale.
A brand is a name, logo, slogan and design scheme associate with a particular product or service. Brand recognition and other reactions are created by the use of product or services and through the influence of advertising design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create association and expectation around it. A brand often includes a logo, fonts, color scheme, symbols and sound which may be developed to represent implicit values, ideas, and even personality.
Brand loyalty has been proclaimed by some to be ultimate goal of marketing. In marketing brand loyalty consist of a consumer commitment to repurchase the brand and can be demonstrated by repeated buying of a product or services or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is wiling at least on occasion, to put aside their own desires in the interest of the brand. Brand loyalty is more than simple repurchasing, however, customers may repurchase a brand due to situational constraints, a lack of viable alternatives or out of convenience.
Brand seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities that make it special or unique. A brand image may be developed by attributing a personality to or associated on image with a product or services, whereby the personality or image is branded into the consciousness of consumers. A brand is therefore, one of the most valuable elements in an advertising coca-cola soft drinks.
Buy Now
