PRODUCT DIFFERENTIATION AS A COMPETITIVE TOOL IN THE MARKETING OF SOFT DRINK
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PRODUCT DIFFERENTIATION AS A COMPETITIVE TOOL IN THE MARKETING OF SOFT DRINK
ABSTRACT
The focus of this research is product differentiation as a competitive weapon in soft drink marketing (a case study of Limca Bottling Company). The first chapter focuses on the introductory aspects of this work, such as topical topics, research aims, and research hypotheses.
The second chapter, which is the literature review, contains a summary of various writers’ perspectives on this research effort. It then goes on to investigate the influence of product differentiation on the company’s profitability.
This chapter also examines several forms of product differentiation and market segmentation. Chapter three discusses research technique, which includes the methods used to acquire both primary and secondary data.
Chapter four discusses data presentation, analysis, interpretation, and hypothesis testing. The fifth chapter seeks to give some suggestions and important recommendations to Limca Bottling Company
which, if correctly followed, will go a long way towards assisting the company in the areas of product differentiation and market segmentation.
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