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TABLE OF CONTENT: CHAPTER ONE INTRODUCTION 1.1
Background of the Study 1.2
Statement of the Research Problem 1.3
Objectives of the Study 1.4
Significance of the Study 1.5
Research Questions 1.6
Research Hypothesis 1.7
Conceptual and Operational Definition 1.8
Assumptions 1.9
Limitations of the Study CHAPTER TWO LITERATURE REVIEW 2.1
Sources of Literature 2.2
The Review 2.3
Summary of Literature Review CHAPTER THREE RESEARCH
METHODOLOGY 3.1
Research Method 3.2
Research Design 3.3
Research Sample 3.4
Measuring Instrument 3.5
Data Collection 3.6
Data Analysis 3.7
Expected Result CHAPTER FOUR DATA ANALYSIS AND
RESULTS 4.1
Data Analysis 4.2
Results 4.3
Discussion CHAPTER FIVE SUMMARY AND
RECOMMENDATIONS 5.1
Summary 5.2
Recommendations for Further Study Bibliography |
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CHAPTER
ONE |
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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. A brand which is widely known in the
market place acquires brand recognition. When brand recognition builds up a
point where a brand enjoys a critical mass of positive sentiment in the
market places, it is said to have achieved brand franchise. One goal in brand
recognition is the identification of a brand without the name of the company
present. For
example, coca-cola soft drinks has been successful at branding with their
particular script font, originally created for coca-cola bottling company in
Nigeria Logo, which it used in the logo for go .com Brand energy is a concept that links
together the ideas that the brand is experimental, that it is not just about
the experiences of customer/ potential customers but all stakeholders and
that business are essentially more about creating value through creating
meaningful experience than generating profits. Economic value comes from
business transaction between suppliers or other stakeholders. For such value
to be created people first have to have positive associations with the
business and or its products and services and be energized to behave
positively towards them-hence brand energy. It has been defined as “the
energy that flows throughout the system that links business and all their
stakeholders think, feel and behave towards the business and its products or
services. (Kotler and Keller 2005). Customers who are repeat and
enthusiastic purchasers of a particular brand are likely to become brand
loyal. Cultivating brand loyalty among customers is the ultimate reward for
successful marketers since these customers are far less likely to be enticed
to witch to other brands compared to non-loyal customers. Well development
and prompted brands make product positioning efforts more effective. The
result is that upon exposure to a brand e.g hearing it seeing it customers
conjure up mental images or feelings of the benefits they receive from using
that brand. Firms that establish a successful brand can extend the brand by
editing new products under the same family brand. Such branding may allow
companies to introduce new products more easily since the brand is already
recognized within the market. OPPORTUNITIES FOR
SALES PROMOTION The
technologies described above can be expected to affect retailer promotion in
several ways, the most important ones of which are related to: -
Better control -
Targeting consumers outside the
state. -
Targeting customers in the store -
Cross selling Better
control: A first effect of the new technologies is increased flexibility with
respect to price changes. In particular, electronic shelf labels and
electronic displays allow the retailer to adjust prices very quickly. Thus,
it becomes possible to run promotion for very short time spans. Also, promotion is n traditional
retail environment often run into problems without of stocks. Since it is
hard to forecast sales bumps caused by a promoted product in the shelf or
display and thus not be able to satisfy
consumers demand. Technology may help discover out-of-stocks very
quickly, so that extra products can be moved to the point of sale. Targeting
consumers outside the store discrimination. Typically the price
discrimination works through self selection of the consumers. The promotion
is offered to all customers, who the decide whether to use it or not.
However, promotion can be an even stronger mechanism for price discrimination
if retailers do not offer them to all customers, but target certain
consumers. This
type of targeting can be an effective way of encouraging profitability store
switching purchase acceleration, category switching, and brand switching.
Targeting promotion can be easily used on the internet, where customers,
specific information is available. Loyalty programs such as payback can also
provide an important database for targeting promotions. Customers can be
selected on the basis of demographics and past purchase behavior and
addressed individually through direct mail. Targeting can also occur at the
category level. Loyalty card data can b used to find out which product or
brand category a household does not yet buy in a given retail chain, but
might buy there if offered a promotion. Retailers may consider using
customers lifeline value for targeting certain customers with promotion. As
in the case of coupon, proneness, it is important to note that retailers
should not necessarily target the customers with the highest customer
lifeline value. Rather, they should try to identify those consumers for whom
promotion will lead to an increase in customers lifetime value. Targeting
consumers outside the store offers potential for more effective price
discrimination. However, more research is needed on which consumers to
target. Whether retailers use of targeted promotion will increase in the
future will depend on whether attractive target groups can be identified and
whether targeting will lead to a high or low price in coca-cola soft drinks. TARGETING CONSUMERS
IN THE STORE. Thus far, targeted promotions have
mostly been used on the internet and via direct mailing, but new technologies
also offer the opportunity to target consumers at the point of sale in bricks
and mortar stores. Customized information on promotion can be presented to
the consumer by beaming it on the floor or by displaying it on the PSA or on
electronic advertising displays. Cross selling may be induced by
promotions directly at the point of ale. If individual products have RFID
tags, in store promotion may be based on the products a consumer has already
put into his/her shopping cart. STATEMENT OF
THE PROBLEM. A company may have good innovations
well equipped plant and office facilities strategically located and good
promotion activities but if it has no place for effective sales promotion on
brand loyalty which will bring about customers satisfaction, then the whole
effort used in putting the other factors in places has been wasted. Some of
these areas, the study will look unto for improvement of this study are. 1.
The need to improve the product
quality offered to the customers. 2.
Effect of production and supply
crises. 3.
Low sales of coca-cola soft drinks. 4.
Lack of interest in the customers
satisfaction. OBJECTIVES OF THE
STUDY The purpose of this project work
includes the following: 1. To identify 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. RESEARCH
QUESTIONS/HYPOTHESIS To guide this project work, four
research questions were formulated to ensure charity. 1.
To what extent has sales promotion
achieved to desire consumer exposure to various brands. 2.
To what extent has sales promotion
investigated consumer brands switching behavioral in terms of campaign. 3.
To what extent has sales promotion
affected the relationship and patronage of the various brands. 4.
To what extent has sales promotions
affected sales recorded in various brand that justified investment by the
various companies. FORMULATION OF
HYPOTHESIS Taking the identified problems of the
researcher into consideration, the following hypothesis have be formulated
for testing. Hypothesis1: Ho:
Consumers change brand because of
sales promotion effect. Hi:
Consumers do not change brand because of sales promotion
effect. Hypothesis 2: Ho2: sales promotion on any brand for
coca-cola soft drink
effects people’s attitude towards its consumption. H1:
sales promotion on any brand
for coca-cola soft drink
do not effects people’s attitude towards its consumption. Hypothesis 3: Ho3:
Sales promotion by coca-cola
soft drink companies do not lead to increase in sales
output and profit. H1:
Sales promotion by coca-cola
soft drink companies leads to increase in sales output and
profit. Hypothesis 4: Ho4:
Sales promotion affected the relationship and patronage
of the various brands. H1:
Sales promotion do not affect the
relationship and patronage
of the various brands. SIGNIFICANCE OF THE
STUDY For sales promotion to be complete the
product and up being consumed to be consumed therefore, the product must be communicated
to the consumers. Sales promotion is a catalyst and a
good marketing instrument in any market oriented economy in the following
ways. i.
To introduce new products. ii.
To attract new customers. iii.
To introduce present consumers to buy
more. iv.
To help the firm remain in business. v.
Mostly to increase sales in off
season like the veining farming season. The
benefits of the study are spread to everybody including the company, competitors,
readers and myself with the customers. The significance of this study should
not belief out because without sales promotion the organization the one
mentioned in our introduction will not be moving forward. The company will be benefiting through the
means of knowing where they are lacking and where they are to improve when we
talk about the competitors, of course, they gain by knowing to challenge or
compete, with the competitors, also about the readers of this particular project,
the research will benefit the readers in the aspect of selecting or knowing
the best mineral company they should go for and this will includes the
customers also because some times readers might be one of their customers. So
the significant of this research to the researcher is a lot although I went
through a lot of stress but eventually got what I wanted, so I benefited by
knowing how they produce their products and how they have been talking with
their competitors and have more understanding about the above company. |
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