AN APPRAISAL OF THE PROMOTIONAL STRATEGIES OF SOFT DRINKS INDUSTRY IN NIGERIA
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AN APPRAISAL OF THE PROMOTIONAL STRATEGIES OF SOFT DRINKS INDUSTRY IN NIGERIA
Chapter one
INTRODUCTION
1.1 Background of the Study
Soft drink manufacturing industries in Nigeria use a variety of strategies to increase sales of their variously branded products. These strategies include branding, heavy promotional efforts in the form of sales promotion, personal selling, advertising, public relations, and publicity.
Furthermore, the consequences of mass production and intense competition in Nigeria’s soft drinks market have necessitated the use of a variety of techniques by the companies engaged. Mass production and competitiveness are not the only variables that have influenced the soft drink industry’s use of promotional methods.
The dwindling and failing economy in Nigeria has dramatically lowered the per capita income of regular Nigerians, forcing people to focus on basic requirements of life such as food, shelter, and clothing.
Soft drinks are no longer on their list of preferences. This condition has not only resulted in the usage of promotional tools in soft drink marketing techniques.
Needless to say, every soft drink firm in Nigeria uses one or more of these promotional tactics to educate and persuade its target market about its offerings.
If one examines some of the strategies used by some of these soft drink companies, one may discover that some of them are healthy and beneficial to the marketing managers of these companies,
while others are grossly inefficient and contradict the organization’s appeals and objectives. A prominent example of ineffective promotion methods is when a half-naked girl is seen on television delivering various brands of soft drinks to a crowd.
The goal may be to attract attention, but such a plan is very disappointing, particularly in Christendom. Many promotional strategies for this soft have failed, leading in a significant waste of time, energy, and company resources.
Nigerian Bottling Company Plc, the makers of Coca-Cola products and the subject of this study, is one of the most well-known leaders in the soft drinks industry in Nigeria and around the world.
Although the company enjoys a leadership position, life is not always easy. Some firms in the industry continue to challenge its strengths, while others attempt to exploit its weaknesses.
The company’s dangerous and prominent position need well-designed and thoroughly executed methods capable of meeting the company’s promotional objectives.
There is no denying that poorly designed and managed promotional campaigns can easily cause the company to miss a turn and lose its industry leadership position. As a result, Nigerian Bottling Company Plc must exercise caution while selecting and preparing tactics for selling its variously branded products.
1.2 Statement of Problem
The Nigerian Bottling corporation Plc was formed as a private corporation in November 1951 to construct and operate plants for the bottling and distribution of soft drinks in Nigeria, primarily the world-famous Coca-Cola Company of Atlanta,
United States of America. The company’s operations are currently dispersed across Nigeria, with 17 plants in Lagos, Kano, Ibadan, Port Harcourt, Kaduna, Jos, Benin City, Enugu, Owerri, Otta, Maiduguri, and Onitsha.
This bottling company’s efforts to expand their soft drinks industry in Nigeria have led to increased rivalry from other companies. As a result, these corporations implemented a variety of promotional methods to capture the public’s attention and compel people to act.
These challenges, among many others, encountered by this bottling corporation (Coca-Cola), can be summarised as follows:
To summarise, the research investigation is inspired by three major problems:
1. To investigate the level of competition at Nigeria Bottling Company.
2. To discover economic issues that may hinder consumers from consuming Coca-Cola products.
3. To assess the impact of price and promotional techniques used by the Nigerian Bottling Company, the market leader.
1.3 GOALS OF THE STUDY
The primary goal of this research study is to identify or analyse the promotional methods used by Nigerian Bottling Company Plc, the manufacturer of Coca-Cola goods.
Other minor objectives include:
1. Determine whether the organisation uses aggressive promotional methods.
2. Determine how frequently the organisation employs each of the promotional tactics available to them.
3. Determine which promotional tool and channel the company utilises most frequently to reach its target demographic.
4. Determine the advertisement’s success in terms of creating awareness and memory.
5. Determine whether the company has an appropriate budget to cover its promotional initiatives.
6. Determine whether the present sales drive named “You Can Be One of the Mega Millionaires” has significantly increased consumption of Coca-Cola goods in recent years.
7. Determine which possible tactics to recommend to improve the company’s sales effort.
1.4 Research Hypotheses
Based on the aforementioned aims, the following assumptions are made:
1. Coca-Cola’s consumption patterns are determined by the company’s promotional efforts.
2. Coca-Cola marketing has a tremendous impact on consumer attitudes regarding its products.
3. The returns created by the Nigeria Bottling Company are directly proportional to the work put into the product.
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