ROLE OF MARKETING COMMUNICATION IN EFFECTIVE OF MALT DRINKS IN ABA METROPOLIS
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ROLE OF MARKETING COMMUNICATION IN EFFECTIVE OF MALT DRINKS IN ABA METROPOLIS
Chapter one
INTRODUCTION
1.1 Background of the Study
Every person, group, or organisation relies on communication to function. It is critical to the success of any individual, group, product, or organisation. Communication, in my opinion, is a fundamental human need since people need to speak with one another in order to exchange information, ideas, experiences, and feelings.
Communication can be viewed from various angles and, like many etymologies, has ramifications and implications. It can be regarded from the perspective of a person-to-person relationship.
It can be seen in the context of communication chains in an organisation or a business setting. And it might be viewed via the lens of the organization’s interaction with its external stakeholders.
All of the foregoing communication viewpoints may be used in the course of this study because, in many circumstances, the image of the product and the organisation are inextricably linked and have a symbolic role. However, marketing communication occurs between the marketing organisation and its different external audiences.
Essentially, a marketing organisation need some components of marketing communication in order to educate members of its target audience about the existence of its goods and services, as well as persuade them to patronise it or form positive attitudes and ideas about it.
Companies in Nigeria have a long history of developing methods to survive in their diverse marketplaces. This has become increasingly important as organisations compete for a larger market share and the ability to remain in business.
The recent economic recession has exacerbated the situation. As long as the nation’s economic wheel turns, new products in varied shapes and sizes enter the market to fight for a customer’s attention with current ones. Some products have a substantial market share, whereas others don’t.
Other factors may influence product demand and, as a result, consumption levels. Marketing communication is essential for creating demand. Many situations have resulted in inadequate communication,
while others have created hurdles to commercial communication. As a result, there is a need to identify and eliminate gaps and impediments in order to improve marketing effectiveness.
Consolidated Breweries Plc, the organisation in charge of the manufacturing, development, distribution, sales, and marketing of Hi Malt (our study’s malt drink brand), was established in 1991.
This corporation was founded in 1991 when continental and eastern breweries merged. These two companies were united since they make the same type of product, “33”. In 1989, these companies agreed to merge.
They merged in 1991 and began producing both “33” and Hi malt. Eastern Brewery makes “33,” however when they merged, they renamed their firm consolidated brewery plc rather than answering any of their previous company names.
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