AN APPRAISED OF BRANDING AS A COMPETITIVE TOOLS IN MARKETING OF CONSUMER PRODUCT IN NIGERIA

AN APPRAISED OF BRANDING AS A COMPETITIVE TOOLS IN MARKETING OF CONSUMER PRODUCT IN NIGERIA

 (A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC ABUJA)

ABSTRACT

The project work highlighted the importance of branding in an organization, product branding lead to precise definition of branding in terms of consumer product its lead to effective differentiation of the firm product which that of their competition, the firm complete favourable as branding is effectively managed. Management is able to assess the competitive strength and weakness of branding in the firm. Branding has constraints which include, branding can misleading where is not properly implemented, most firms do not take branding as a strategic organization policy. Objective of the study aimed at appraising the following, the role of branding and good packaging and their importance of sales growth. To determine the relative importance of branding as it affect the source of business organization. To make necessary recommendation, that can generally assist to improve the branding of Nigeria bottling company Abuja. Significance of the study, aimed at the importance and usefulness of kind of research work cannot be over emphasized. The work been useful to the library which keeps the work in their reference section of the benefit of users like student lecturer. Statement of hypothesis, H0 Poor branding of a product does not undermine its significance. H1 Poor branding of a product undermine its significance. Limitation of the study, these are many constrains and factors that were encountered by the research during the research work. The prominent ones are: financial constrains, time constrains, an overview of the literature review aimed at explained the interest and affection focused on branding.

CHAPTER ONE

INTRODUCTION

1.0     INTRODUCTION

Branding, being one of the major marketing concept and process which has been accepted as a useful tools for differentiation of firms products from another. This makes it easier for individuals or customers to identify the product of different firms.

Branding names influence customers’ attitude toward product which always affect their purchasing decision. The main goals of brand name is to serve as a guide to quality and encourage a repeated purchase help in easy purchase and also create status to the manufacturers. In Nigeria, it is believed that a good product, brand name assist firms product sell with less difficulties.

In the manufacturing industries today, a lot of importance is attached to branding and packaging for its significant role on the sale of product. In developing a strategy for a product, the seller has to contract the branding expect because of the major role it played in product strategy. There is evidence that distributors need branding as a means of identifying its products.

1.1     HISTORICAL BACKGROUNDING OF NIGERIA BOTTLING COMPANY

The Nigeria bottling company Plc which is the case study of this research work was incorporated in the year 1953 and the plant was cited in Lagos, the Nigerian bottling company Plc (N.B.C) has been the world leading soft drink producer for most or around the world.

The success of Nigeria bottling company (N.B.C) has brought about the development of various industries that have contributed to the greatness of the economy including Abuja plant.

The Delta crown product factories and plastic company manufacturing of plastic carries for bottling carriage. The company is also the largest product of CO₂ (Carbondioxide) used in carbonating soft drinks, Nigeria bottling company in Jos plant, which became a plant on the 27^th March, 1973 which was before under the Kano plant as depot. The establishment of the Abuja plant has brought bottling and manufacturing of soft drinks such as coca – cola, fanta orange or lemon and tonic, sprite, ginger, soda water and bitter lemon etc.

The establishment of the bottling company given opportunity for employment of personal, the head of office at IDDO Lagos Nigeria, stated with single cold drink but now it has a variety of so many soft drink, the Nigeria bottling company was incorporated in 1953 with a share capital that stood only six hundred thousand naira (600,000.00) but today it has risen to about one hundred million naira with share holder above (45,000).

The product of Nigeria bottling Plc is of higher quality and sophisticated as a result of modern technology facilities applied by the company, its marketing department have also helped to achieve this because records have shown that it is also the first introduced soft drinks even in local areas. However, many dedicated talented and experienced managers who are great assets to the existence of the business today and its well organized high away of staff.

1.2     STATEMENT OF THE  PROBLEMS

• Poor design of the brand
• Improper management of the brand
• Decrease in the use of brand
• Poor brand allocation in the market
• Ignorance to the importance branding

1.3     OBJECTIVES OF THE STUDY

          The study is aimed at appraising the following:

• The role of branding and good packaging and their importance to sales growth.
• To determine the relative importance of branding as it affect the source of business organization.
• To work at the reason for product branding.
• To identify the branding problems encountered by the Nigeria bottling company Plc in Abuja and analyse them.
• To evaluate buyer’s behavior in relation to the various brands of consumer goods.
• To make necessary recommendation, that can generally assist to improve the branding of Nigeria bottling company Abuja.
• To shown how branding has helped in product development when affectively employed.

1.4     SIGNIFICANCE OF THE STUDY

The importance and usefulness of the kind of research work cannot be over emphasized.

The work would be useful to the library which keep the work in the reference section for the benefit of users like students, lecturers, and the general public etc.

1.5     STATEMENT OF HYPOTHESIS

          H0: Poor branding of a product does not undermine its significance.

          H1: Poor branding of a product undermine its significance.

1.6     SCOPE OF THE STUDY

The study mainly involved an appraisal of branding as a competitive tool in marketing of consumer product with particular reference to Nigeria bottling company in Abuja.

1.7     LIMITATIONS OF THE STUDY

There are many constrains and factors that were encountered by the researcher during the research work. The prominent ones are:

• FINANCIAL CONSTRAINS: The cost of materials necessary to aid in carrying out the research work is high also, a lot of field work ought to have been done but for inadequate finance, a limited coverage of the company under study was embark upon.
• TIME CONSTRAINS: Lack of time greatly affect the quality of work, the academic session has been short and the time given to submit the project work was also short. Most of the information needed by the researcher from the company were not accessible due to short notice.

1.8     DEFINITION OF TERMS

BRAND: A name term, sign, symbol or design or a combination of them intended in identifying the goods or services of one seller or group of sellers and to differentiate them from those of the competitors.

BRANDING: branding is the act of aligning what you want people to think about your company and vice – versa. Branding is sub-total of all the “experience” your customers have with your business, for successful branding you need to understand the principle of Iven Paulov as my brother Jeffrey and I discussed in our waiting for your cat to bark. For branding to work you must have the following:

• Consistency
• Frequency
• Anchoring

BRAND NAME: Is a group of words or a word that can be vocalized or spoken that help to identify, facilitate, recognize and differentiate products form that of the competitors.

BRANDING MARK: This is a part of the brand which can be recognized but not alterable as symbol, design or distractive coloring of letter.

COPY RIGHT: It refers to exclusive legal right to reproduce publish and sales the matter, things or object inform of literary musical etc.

LEGAL RIGHT: This mean that firms competing within the same market are not allowed to use similar brand exclusively preserved by law.

TRADE MARK: This is any word, name, symbol, or device or the combination adopted and use by the manufacturer to identify his goods and distinguish them from that of the competitors.

PACKAGING: This is the activity of designing and producing the container of wiper for a product.

BRAND MIX:  The set of all brands that a particular seller make available to buyers.

BRAND LINE: All product original as well as line and category extensively sold under a particular brand name.

BRAND KNOWLEDGE: All the thoughts, feelings, image, experience, belief sold under a particular brand name.

ENDS NOTES

(N.B.C) was incorporated in the year n1953 and the plant was cited in Lagos.

(N.B.C) in Jos plant, which became a plant on the 27^th March, 1973.

The establishment of the Abuja plant has brought bottling and manufacturing of soft drink such as coca-cola, fanta orange or lemon and tonic, sprite, ginger, soda water and bitter lemon.

IDDO Lagos Nigeria.