- The Complete Research Material is averagely 50 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
1.0 INTRODUCTION
In performing marketing function, promotional
activities can not be over emphasized. Promotion as one of the marketing
mix can not be undermined because of the functional and benefit that
could be derived from it. After producing a product, the new product as
to get to the final consumer who may not be aware of the existence of
such new product.
The next task or job for a marketer or management
is to find ways through which the product can be furnished with certain
information the would be of help to the consumer and prospective buyers
as a whole.
The information includes, where to get product, the
product and majority the satisfaction that could be derived in buying
the product. All these could effectively be carried out by the use of
promotional tools. The promotional tools are, advertising, personal
selling, sales promotion, publicity and public relation. The promotional
tools are used for various functions and they perform different
functions.
Basically, all or one the promotional tools perform the
following functions, getting information to consumer about the existence
of a product, it is also to remind and persuade prospective buyer to
buy a product or its brands.
1.1 BACKGROUND OF THE STUDY
This research report is basically a
comparative study of a well known competitor in beverage industry of
Nigeria which seven-up bottling company.
The primary purpose of
report is to find out which company is leading the market i.e. what are
the market share of both company’s and what are the tactics used by the
leader which make than able to control and influence the market.
This
research require us to conduct the consumer research, retail survey and
interview the marketing manager of seven-up, bottling company.
1.2 STATEMENT OF THE PROBLEM
The most promotion campaigns comprise
a combination of two or more promotion method and seldom is any one
effectively used alone. It is also not unusual for marketers to vary the
composition of the mixes, however management faces the difficult task
of determining the most effective input especially where more than one
promotional tools are involved.
In developing an effective
promotional tools and intensity of usage, a variety of factors must be
considered among which following.
1. Characteristics of the product
2. Nature of the customer
3. Promotional resources objectives and policies
4. Availability of promotional methods
5. Nature of the company
6. Stage in life cycle (stage in demand)
1.3 OBJECTIVE OF THE STUDY
The objective of the research work as
follows to find out the primary problem in evaluation promotional mix of
product and to examine established the current level of performance of
promotional mix all to meet the consumer preference.
To analysis the
sale performance in the light of predetermine goods and set standard the
finding from records of past performance of sale. Also to find the
cause of positive and negative deviation on consumer taste in
performance of the actual promotional activities being used and
recommend corrective measure.
Finally to reinforce past attitude that
are the likely cause of change in the attitude behaviour of the
organization target market.
1.4 RESEARCH QUESTIONS
i. What constitutes the greater development to seven-up plc products to satisfy consumer’s expectation.
ii. What do you consider to be main objective good promotional tools?
iii. How do you think the effectiveness of the promotional tools could be measure on evaluated.
iv. How can wrong use or application of promotional tools have negative effective the sales?
1.5 RESEARCH HYPOTHESIS
Ho: That promotional tools has a major impact on consumer preference test.
Hi: The promotional tools has a major impact on the consumer.
Ho: What type of media do your use to advertise its product.
Hi: What type of media do your company used to advertise its product.
1.6 SIGNIFICANCE OF THE STUDY
Nearly, if not all, the
organizations are set up to make profit and few of them know what
quality the consumer are expected from them.
Some organization are
established to provide essential services to the populace and mainly
financial by the government. In other to make its profits, sales, or
rate of turnover must be set which serves as revenue for the
organization for many companies like seven-up bottling company plc. To
make sales, it must make it know to the right consumer and let its
consumer be aware of their product in the market as well as the utility
they are going to derived from it, to make a distinct preferred product
among others in the market.
This project works, will like to explain
state and prove how effective promotional tools could be combined to
achieve the set objective of the organization. In doing these, it will
gather and analysis the past sale performance in relevance to the market
share of seven-up bottling company in the light of the predetermined
goals and set of standards.
The findings from record of past
performance of sales as effected by the sales promotion employed will be
used to determine its effectiveness on consumer taste.
1.7 SCOPE OF THE STUDY
Geographical area covered by the research
on the consumer will be limited to the south western part of Nigeria
with main focus on the consumer satisfaction of seven-up bottling
company while that of the company will be limited to the marketing and
sales department of seven-up company plc. Ibadan, their activities
stimulate the consumer interest on its product.
1.8 LIMITATION OF THE STUDY
The following problems were encountered in preparation of this research work. They are:
Time:
Research is a time consuming exercise in view of the time needed for
collection and analysis of research time to be used. Circumstances might
have to make their valueless.
Cost: research is very costly to plan
and implement, this assertions is in view of the fact marketing research
requires the use of human resources. Other resources and considerable
time for its execution.
In Exactness Accuracy: Marketing research set
out to measure the behaviour at human being. It is impossible to
predict such behaviour with absolute exactness or accuracy.
Unreliable Data: Some data are not available and where they are available they may unreliable.
Some primary or secondary data may be unreliable because of :
a. Error in compilation
b. Error in distortion of fact of data
c. Error in interpretation
d.
Marketing research are not solve problem by itself expect its report is
acted upon by the managements and lead to effectives marketing
decisions.
Attitude Toward Privacy: Unwillingness to be interviewed low response rate language differences low literacy.
1.9 DEFINITIONS OF TERMS
Sale Promotion: According to kolter
(1997) a renowned marketing expert, say as a wide variety of promotional
tools designed to stimulate stronger market response.
Sale
Promotion: This can be defined as those marketing activities other than
personal setting, advertising and publicity that stimulate and satisfy
consumer purchasing and dealer effectiveness, such as display shows and
exposition demonstration and advertising, promotional tools, sales
promotion, publicity, personal selling, public relation.
Consumer
Preference: This can be said as the personal interest that a consumer
has over a product may be through the satisfaction the consumer derives
from the product which makes him to be the continuous buyers.
Personal Selling: This is the physical exchange personal contract of the salesman and the buyer.
Publicity:
This can be defined as non-personal form of message, which are
transmitted in the media to large number intended audience. It is the
news about product or companies, which appear in the form of editorial
materials in the press, television, radio, and cinema or on the stage.
Advertising:
This may form of non-personal presentation and promotion of idea, goods
or services by an identified sponsor. The message is usually
disseminated through one more of the mass communication media, including
television, radio, newspaper, magazines, direct mail, bill board e.t.c.
Advertising
Agency: This is a independent company set up to render specialized
services in advertising and marketing in general. They are marketing
specialist forms that assist the advertiser in the planning and
preparing its advertisement.
Advertising Campaign: An advertising
campaign consist of an analysis of the marketing and communication
situation in other to make sound strategic service of advertising media.
Every campaign requires the determination of a theme or message.
Mass
Market: This is the totality not the whole consumer that purchase a
specific brand of a product without segmenting any part of it includes
the potential consumer.
Market Share: This is the part of the whole
market mass that is loyal to a companies specific brands of a product or
the total number of consumers that a company successfully wins out of
the total market.
1.10 HISTORICAL BACKGROUND OF THE CASE STUDY
Seven-up Bolting
Company plc, was formed in 1959 and negotiated for the franchise to
produced and bottling the product from seven-up international limited of
New York. The founder, a well know and respected figure both the
business and wider community at large.
Mr. Mohammed El-Khalil is the
chairman and he takes a lively interest in the affairs of the company
and its employs. He laid the foundation and the traditional has been
carried on to build up the fabric of the organization with sixties. This
built to the company on its courses, as we know it today. The ideal of
raising other plan to supplement and the introduction of the company and
its product throughout the world due to the interest. It was introduced
into Nigeria on the 27th day of June 1969 with the head quarter Lagos.
The
aim is to supply the product to all a part of the country and
particularly Lagos state and its environment. Therefore the cost that
will be used to carry out this activities are relative too much when
compared to the sales volume. Distance is also problem which create a
lot difficulty for the company. This necessary the site of another plan
in Ibadan which was inaugurated on the 10th of February 1997. With the
setting up of Ibadan plant, it reduced from Lagos State plant burdens in
that Ibadan plant, since then, is responsible for the supplying of the
product to the area within Ibadan and its environment, such as Shaki,
Oyo, Ogbomosho etc. The activities where also carried out effectively by
setting up of some seven-up, where the product are being supplies to
the place for distributing and reduces cost of transportation to and
from Ibadan everyday in conveying the good dawn to them. In addition,
provision of delivery trucks, lorries were made to quickly and
facilitate easy distribution of goods to the consumer whenever they are
at a convenient time.
Finally, it was through all these factors that
necessitate and encourage the spreading throughout the country and world
at large. It is a result of these development that make it again
international recognition anywhere any time any day.
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR BUSINESS MANAGEMENT FINAL YEAR PROJECT RESEARCH TOPICS
-
1. Leadership Styles and their Impact on Employee Productivity (A case study of Kaduna Refinery and Petrochemical Company)
» CHAPTER I: Introduction 1.1 Background of the Study The importance of leadership in an organization can not be overemphasized. Leadership is a major e...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
2. PROJECT MANAGEMENT SYSTEM FOR UNDERGRADUATES
» Cover Page i Declaration ii Certification iii Dedication iv Acknowledgement v Table of Contents vi List of Figures viii List of Abbreviation ix Abstra...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
3. MOTIVATIONAL TOOLS AND THE PRODUCTIVITY OF OFFICE PROFESSIONALS
» CHAPTER ONE INTRODUCTION 1.0 Background of the Study Motivation and the productivity of office professional can best be talked about when motivation i...Continue Reading »Item Type & Format: Project Material - Ms Word | 81 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
4. THE ROLE OF OFFICE ENVIRONMENT IN WORKERS PRODUCTIVITY (A CASE STUDY OF ESTABLISHMENTS IN OWERRI IMO STATE)
» ABSTRACT The purpose of this study was the office environment of workers in selected establishments with view to determining whether the environment i...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
5. THE IMPACT OF PERFORMANCE APPRAISAL ON EMPLOYEE PRODUCTIVITY, A CASE OF FIRST BANK OF NIGERIA(FBN)
» CHAPTER ONE INTRODUCTION 1.1 Background of Study In every business organization, the performance of the employees is important in achieving organizati...Continue Reading »Item Type & Format: Project Material - Ms Word | 76 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
6. ORGANIZATIONAL STRUCTURE AND CORPORATE PERFORMANCE A STUDY OF MTN NIGERIA
» ABSTRACT This study examined the organizational structure and corporate performance (a case of MTN Mobile Communication Nigeria Limited Ekiti main bra...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
7. SERVICE QUALITY OF AIRLINES AND CUSTOMERS SATISFACTION IN NIGERIA (A CASE STUDY OF ARIK AIR CONTRACTORS)
» ABSTRACT The study examined how service quality of airlines and customers satisfaction in Nigeria with a particular interest on Arik air contractors a...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
8. STRATEGIC PLANNING AS A TOOL FOR CORPORATE SURVIVAL (A CASE STUDY OF CADBURY NIG. PLC)
» CHAPTER ONE INTRODUCTION BACKGROUND OF STUDY In order for an organization to thrive succeed in its environment of operation and achieve its set object...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
9. MINIMIZING DEFECTIVE PRODUCT THROUGH EFFECTIVE PRODUCTION PLANNING AND CONTROL IN DEFENCE INDUSTRIES CORPORATION OF NIGERIA
» TABLE OF CONTENTS Title page Declaration Approval page Dedication Acknowledgement Abstract Table of Contents CHAPTER ONE 1.1 Background of the Study 1...Continue Reading »Item Type & Format: Project Material - Ms Word | 69 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT
-
10. IMPACT OF RISK MANAGEMENT IN FINANCIAL INSTITUTIONS A CASE STUDY OF UNITED BANK OF AFRICA
» ABSTRACT Customers of the banks expect their bankers to provide them with loans and advances to make up any short fall in their funds requirement for ...Continue Reading »Item Type & Format: Project Material - Ms Word | 67 pages | Instant Download | Chapter 1-5 | BUSINESS MANAGEMENT DEPARTMENT