Select Currency
Translate this page

THE ROLE OF MARKETING COMMUNICATION IN EFFECTIVE OF MALT DRINKS IN ABA METROPOLIS

Format: MS WORD  |  Chapter: 1-5  |  Pages: 78  |  1273 Users found this project useful  |  Price NGN3,000

  DOWNLOAD THE FULL PROJECT

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Communication is fundamental to the existence of every individual, group or organization. It is so vital that without it no individual, group, product or organization can succeed. To my mind communication exists as a major indispensable human need because people need to communicate with others in order to share information, ideas, experience and feelings.

Communication can be viewed from different perspective and like many etymologies, has the ramification and connotations. It could be viewed from the standpoint of person to person relationship. It could be seen from the background of communication chains in an organization or a business setting. And it could indeed be viewed from the perspective of the relationship between the organization and their external publics.

In the development of this study, all the above perspectives of communication may come into use because in many cases the image of the product and the organization are interwoven and they both play a symbolic role. However, marketing communication between the marketing organization and their various external publics. Essentially, a marketing organization needs some elements of marketing communication to importance educate members of its target audience about the existence of its goods and services and to persuade them to patronize it or to develop favourable altitudes and opinions towards it.

Over the years in Nigeria, companies have been known to continually design strategies to survive in their various markets. This has become more imperative because of increasing competition between companies whose aim is to gain a better market share and stay in business. The situation is not helped by the economic recession of the recent past years. As long as the economic wheel of the nation turns, new products are introduced into the market in various shapes and sizes to compete for a plea with the already existing products. Some of the products enjoy a sizeable share of the market, others do not.

While there may be other factors that influence demand for a product and hence its level of consumption. Marketing communication plays a vital role in stimulating demand. In many cases there have been inadequate communication and in others there have become barriers to marketing communication. There is therefore the need to ascertain inadequacies and barriers where they exist and reverse them to make for more effective marketing.

Consolidated breweries plc, the organization responsible for the manufacturing, development, distribution, sales and marketing of Hi Malt. (the malt drink brand of our study) was incorporated in 1991 as consolidated breweries plc. The birth of this company was the merge ring of continental breweries and eastern breweries in 1991. this two companies were merged because they produce the same type of product which is “33”. These companies came together in 1989 to agreed on each other to be one. They merge in 1991 and brewery both “33” and Hi malt. Eastern brewery produces ‘33” but when they merge, they called their company consolidated brewery plc instead of answering any of their former company name.

The company brewery two rarities of products namely “33” and Hi malt. These companies have their headquarter at Lagos and they brewery only “33” at Lagos. They have another branch at Awo-Omamma in Imo State. They brewery both “33” and Hi malt at Awo-Omamma. They have many depot all over the country which include Enugu, Abakaliki, Por-Harcourt, Markurdi, Aba etc – they develop this depot to make sure that their product are been circulated / reach to their target market. It is from this brewery that “33” and Hi malt are manufactured and distributed to every nook and cranny of the country. The collective success of these two brands in the company’s product portfolio has been responsible for the company’s strength and towering stature. Together, these products have facilitated the strong leadership position of consolidated brewery Plc in the total brewed products market in Nigeria.

1.2 STATEMENT OF THE PROBLEM

Over the years the malt drink market has witnessed the introduction of a variety of malt drink products from various breweries. Many breweries had to diversify their product range to met their overheads make profit and stay in business in a period of recession. The first malt drink that made in instant market success in Nigeria was Maltex. This product was an imported brand from Europe. Maltex was in fact a household name as it dominated the market in the early and mid 1970’s. Nigerian try to introduce maltina in 1976; then in 1991 consolidated breweries introduced their our Hi malt with the same bottle with maltex. And other malt drink were introduced before and after Hi malt include some are named maltina vita malt, Guinness malt all package in maltex type bottle flooded the market. Except Guinness malt which its bottle is a unique one.

The choice of topics for this thesis is dictated by the scenario pointed above. The major problem of this study therefore is to determine the extent marketing communication can play a role in the marketing communication in the effective of marketing of Hi malt drink. In this regard, and given the above background, I intend to take on the following sub-problems:

a. to determine areas of inadequacy in communication and to ascertain whether enhanced communication will teed to effective marketing of the product.

b. To determine the reach and impact of advertising and buyers and potential consumers.

c. To investigate whether buyers and potential consumers of the product understand and share the ideas and information directed to them.

d. To investigate the feedback mechanism as a way of ascertaining that management follows up marketing communication with adequate assessment of level of understanding and acceptability of the message by the public with a new to increasing sales.

1.3 OBJECTIVES OF THE STUDY

The main objectives of the study are:

a. To find out marketing communication modes techniques and systems in use of the marketing of Hi malt.

b. To assess the effectiveness of such modes, techniques and systems in the marketing of the product.

c. To explain whether barriers and inadequacies in communication and other related factors or impede effective marketing of the product.

d. To suggest ways of addressing identified problems based on the findings and recommendation better strategies for the effective marketing of Hi malt.

1.4 RESEARCH QUESTIONS

The following forms are my research question in this study.

a. Does inadequate communication hamper consumption of Hi malt drink?

b. To it advertising that influences purchase of Hi malt or is it manufactures good will?

c. Do barriers to communication affect volume of sales of Hi malt drink?

d. Does two way communication have the potential to increase the volume of sales of Hi malt?

e. Will a change in the packaging of Hi malt in lane with bottle type of other malt drink positively effect consumption or shelf display of the product?

1.5 STATEMENT OF HYPOTHESIS

HO:- Effective marketing communication increase customers satisfaction with Hi malt.

HI:- Effective marketing communication does not increase customer satisfactions with Hi malt.

HO: Advertising does not creak awareness for Hi malt in the market.

HI: Advertising creates awareness for Hi malt in the market

HO: Effective use of personal selling increases customers patronage for Hi malt.

HI: Effective use of personal selling does not increase customer patronage for Hi malt.

HO; Sales promotion stimulates more purchase of Hi malt on the market.

HI: Sales promotion does not strumlate more purchase of Hi malt in the market.

1.6 SIGNIFICANCE OF THE STUDY

We must admit that although more less has been said and written in the importance of marketing communication endence still abound to show that many marketing organizations either do not bother to imbibe and hence pratise basic communication principles or are deficient in the proper skills and rudiments of marketing strategy the result of this state, the respect the researcher aims of focusing the attention of marketing communication.

Today, the emphasis of the Nigeria government is on employment, privatization, commercialization, competition, economic growth an development. Marketing communication has the potentials of stimulating the economy and also improving organizational performance.

It is hoped that the findings of this study and subsequent recommendation will benefit not only the selected organization and performance of its product in the market but other marketing organization and product areas. On the whole, the study is significance became it will be useful to scholars as new problems are likely to be recovered in the processed of investigation. Finally, this study will contribute to knowledge since the investigation is essentially aimed at problem solving.

1.7 SCOPE AND LIMITATION OF THE STUDY

The impact of marketing communication and the role plays in effective marketing in Nigeria touches on many marketing organization and their product, but given the limited time and available resource, it is unrealistic to contemplate an exposition on all the marketing organization and their product portfolio. Consequently, the study is limited to consolidated breweries and Hi malt drink. In effect, the study is not on determine the extent and role f marketing communication in the effective marketing of Hi-malt in Enugu metropolis.

Conducting an empirical research is not an easy task, even for a competent or professional researcher. This research may not be on exception to the usual constraints and other problems associated with similar researcher given the Nigeria society. Cultural differences exist from place to place.

1.8 DEFINITION OF TERMS

Communication: the art and science of transmitting, information, idea, attitudes or opinions, facts, instructions, thoughts and images from one person to another or one group to another.

MARKETING COMMUNICATION: Communication undertaken to persuade others to accept ideas, concepts or things. Marketing communication could use marketing communication could use marketing promotional tools, namely advertising personal selling, sales promotion, publicity and public relations. This is so because promotion is the marketing communication process utilizing personal or non-personal mean to remind, inform and persuade buyers or potential buyers of the organizations products.

ORGANISATION: A social system or an organized body of persons working together to achieve a common purpose. Examples include business or marketing organization in the context of this study means marketing organization.

IDEA: Thought, plan, picture in the mind, purpose opinion.

IDEATION: A technical communication fargon for discussing idea formation. It is therefore the thought or an idea which the sender wants to relay to the receiver.

ENCODING: The act of putting the massage together in a certain code or symbols that can be understand by both the source and receiver. These codes or symbols could be words, letters, sentences or signs that represent the idea of the source of communication. Encoding can therefore be described as the transmission by the source of an already conceived idea into a message appropriate for transmission to the recover.

DECODING: The translation of an encoded message giving it meaning. This is done by the receiver and it is important that there is a clear understanding of the transmuted message.

FEEDBACK: This refers to the signals sent from the hastener / receiver to the speaker / source in order to tell the speaker how far he is understood and possible report the acceptability or non-acceptability, of the message. It also indicate whether individuals, organizational or consumer behavioural change has taken place as a result of communication.

EFFECTIVENESS: The ability to bring about the desired or intended result or extent to which it is accomplished.

MEDIA / CHANNELS: This is the means by which a message travels from sources to a receiver or audience and back. It is the message carrier.

PRODUCT: A product is any thing produced by nature or by man which a buyer acquires or purchase to satisfy a need or want. It has to be priced and have value.

PRODUCT PORIFOLIO: Product range, units or group handled by an organization.

EXTERNAL PUBLICS: Individuals or organization an individuals or an organization communicates with. They includes consumer, communicates, neighbours, dealers, distributors, suppliers, shareholders, government agencies, educators and other publics.

DEMAND: The amount or quantity of product or goods that the consumers with, to purchase at a particular price at a specific time.

REFERENCE: Marketing choice or choosing a particular brand from different brands of the same product category or preferring a particular brand in a wide variety of other products of the same product category.

CONSUMERS PERCEPTION: The way Hi malt advertisements are seem be consumers.

TARGET MARKET: Target market is that area where the company’s product is affectively patronized or the area the company’s product is affectively patronized or the area the company expects and plans effectively patronage.

SALESMANS/ SALES REPRESENTATNES: These are able bodied men employed and in some cases trained by a company for the sales of its products through demonstration and personal conviction of customer about the product.

FREE SAMPLES: Free samples are a quantity of a company’s product that are used or given to prospective customers free when the products is new and unknown in the market. It is done to create product awareness.

BUDGET: A budget is a financial / quantitative statement prepared and approved prior to a specific period of operation of an enterprise. It is normally used as guide for production, expenditure and sales.

PUBLICITY: Activities or activity of securing non-paid significant editorial space, news, stories and features in all media read, reviewed or head by a company’s customers or prospects for the specific purpose of gaining credibility and attention an ultimately meeting the sales goals of the organization.

SALES PROMOTION: These are a number of techniques that marketer use to stimulate immediate sales. Thee technique or activities includes contests, trade shows, sampling, and premiums, sales promotion is designed to supplement and co-ordinate person selling and advertising efforts.

PERSONAL SELLING: This is person to person communication meant to assist a sales person personate a prospect to bring a product or to act favourably upon an idea or a cause.

ADVERTISEMENT: A communication is the media, paid for by an identifiable sponsor and directed at a target audience with the aim of importing information about a product, services, idea or opinion.

PUBLIC RELATIONS: Is a philosophy of management whose aim and objectives is the establishment of understanding report and goodwill between an organization and its public, public relation uses a two way communication system between the organization and its publics to achieve its social management philosophy.

  DOWNLOAD THE FULL PROJECT

Not What You Are Looking For?



For Quick Help Chat with Us Now!

+234 814 010 7220

+233 541 351 187


Here's what our amazing customers are saying

Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Gbadamosi Solomon Oluwabunmi
Lasu
Swift delivery within 9 minutes of payment. Thank you project master
Excellent
JONNAH EHIS
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Excellent
MATTHEW NGBEDE
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Excellent
Temitayo Ayodele
Obafemi Awolowo University
My friend told me about iprojectmaster website, I doubted her until I saw her download her full project instantly, I tried mine too and got it instantly, right now, am telling everyone in my school about iprojectmaster.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Excellent
Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Joseph M. Yohanna
Thanks a lot, am really grateful and will surely tell my friends about your website.
Excellent

HOW TO GET YOUR COMPLETE PROJECT INSTANTLY

  • Select 3 Project Topics of your choice from your Department.
  • Submit the 3 topics to your Supervisor for Approval.
  • Call Our Instant Help Desk on +234 814 010 7220 and Get Your Complete Project Material Instantly.
  • All project materials on this website are well researched by professionals with high level of professionalism.

FREQUENTLY ASKED QUESTIONS

How do i choose a Project Topic?

Look for your department and select any topic of your choice

I have a fresh topic that is not on your website. How do I go about it?

How fast can i get a complete project from your website?

Within 15 minutes if the exact project topic is on our website

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

One of your topics suites my project, but the case study is different. What do i do?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How do i get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!