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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Cocoa-cola
is the world leading oft drink. It is sold in more than one hundred and forty-
five countries. A total of two
hundred and fifty million liquid content are consumed everyday in all part of
the world.
It was first brought to
Nigeria in 1953 when Nigeria Bottling Company established its first plant in
Lagos since then the company as grown and developed particularly during the
last twelve years.
It is still growing with the
continuing expansion of the existing twelve plants and with the opening of new
plants in various part of the federation.
Nigeria Bottling Company
opened her Ibadan plant on 2nd of
February, 1977 but it did not commence production until 17th
April, 1977 when the first bottle of coke and fanta was rolled out of its
bottling plant.
This plant then declared
opened under the chairmanship of his royal Highness, Oba Oloyede Sanke and
other dignitaries like the Chairman of the company of Mr. H.S.A Adedeji and
Director Mr. R.D. Rodikis (Australian and others).
After recruitment and selection of applicants this brought
about the information of sync advertising department with a staff of about one
hundred and fifty (150) up to date. Nigeria Bottling Company Plc, bottle of
Coca-cola, Sprite, Fanta, Ginger, Ale, Fanta tonic water and Fanta Lemon proved
very innovative, becoming almost immediately the pace setter for the Nigeria
soft drinks industry, an attribute which become its trade mark.
1.2 STATEMENT OF THE PROBLEM
To embark on an effective
management of advertising in order to appeal to the target of consumer or
market is one of the problems, the following question have to be answered.
i.
To examine how much to be allocated into
advertising programme.
ii.
To observe the importance of advertising
management in an organization.
iii.
To examine critically the likely problems that
can be faced by an organization as a result of improper knowledge of
advertising management.
iv.
To
know when and how the advertising should be relayed to the target market.
v.
To examine type of media to be used in order to
relay the advertisement message to the target market.
vi. To enhance ourselves with more and order
knowledge about advertising management in a practical form in relating to
Nigeria Bottling Company Plc, Ibadan.
vii.
To suggest various solutions that can be
adopted in solving advertising management problems since there can be no
problem without solution.
1.3
RESEARCH QUESTIONS
i.
What roles does advertising play in business?
ii.
What can advertising contribute to the success
of a business organization?
iii.
Is there any relationship between advertising
and direct sales?
iv.
To what extent does advertising influence
consumer choice?
v.
To
what extent does advertising helped a business organization?
1.4 PURPOSE OF THE STUDY
This
explains the need for the research an what benefits are derivable from its
result. This
section is also referred to as
the significance of the study, which explains what contribution the study is
going to make to knowledge and the special way it will benefit the people and
the Bottling Company.
Also, to know how advertising
has shown more gains to business organization. Advertising seeks to condition
the consumer so that he/she has a view point towards a company’s promotional
message. That is, the purpose of advertising more specifically is to enhance
potential buyer’s response to the organization and its offering and it seek to
do this by providing information, by challenging desires and by supplying
reasons for preferring a particular organization offer.
In this sense, advertising is
an excellent example of the close relationship between marketing communications
and promotional; strategy.
1.5 SIGNIFICANCE OF THE STUDY
The significance of the study is aim at how effective is
advertising on the success of a
business
organization that the purpose of advertising is more significant to enhance
potential buyer’s
responses to the organization product. And aim directly at convincing the
consumers and
general
public the satisfaction to be derived from their product usage.
1.6 SCOPE OF THE STUDY
The scope of the study is wide. Therefore, because of
unclearness of the topic the effect
of advertisement on business organization success, the
following areas have been focused for the study.
Firstly, the researcher has
chosen Nigeria Bottling Company Plc, Ibadan its case study and then looks into
the effect of advertising in their excellent performance and organizations
success. As we are therefore limiting the study to the Nigeria situation taking
Nigeria Bottling Company as a case study.
The limiting does not means that information, that are
important will not be referred to or made use of, the process of writing this
project work look into information on other manufacturing companies that are
important but not within the scope of those provided by Nigeria Bottling
Company may not be easily available hence the reason for limitation.
Secondly, the project work includes the definition of
advertising, type of advertising, relevance of advertising agencies media etc.
Data relating to manufacturing company came from a particular company named
Nigeria Bottling Company in Ibadan, Oyo State.
Since we might not provide any
assumed data at our disposal for the purpose of writing this project.
1.7 LIMITATIONS OF THE STUDY
This defines the limit of the study stating the specific
area to be covered, of course this
implies
in the objectives but it may be necessary to include it. The information here
includes the specific issues to be studied and the particular subjects and
place involved.
In a research project like
this, there are bound to be limitation of which may affect the use of result of
the study.
Also,
the researcher could not set accurate information needed from the case study
(company) while some were not released simply, because the company believes
they are too vital to be released to a student researcher. For example,
advertising really work and coordinated in their marketing system. and this
gives a limit to which researcher could go.
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