ABSTRACT
The growing need for need for more efficient ways of managing product brands in the face of a highly competitive market has become of major concern to marketing firms and organizations particularly Nigeria Bottling company.
The had let to this study which is effective brand in management of NBC’c products is effectively managed.
- To find out the success factors in the effective management of NBC products.
- To determine whether effective brand management of NBC product has any impact of the sales and profitability of the product
A review of related materials magazines, journals and text books was carried out. The population of study include the management and relevant staff, middle men and consumers of NBC product sample size was determined, using Barley’s formula, for the middle men and consumers, while census survey was used for the management and relevant staff.
Data were collected using structured questionnaires, and oral interview conducted on selected employees. These data were analyzed using table and percentages.
In view of the analysis it was discovered that NBC products of Nigerian breweries been effectively managed by the company. This was helped to enhance both the product image and corporate image of the company.
Based on this, it was recommended that the company should take this advantage to exploit the market by introducing new product brands. The company should also put in place an effective marketing information system (MIC) that will not only monitor the pulse of the market, but also the activities of the competitor with a view to react decisively, and more importantly adopt pro-active postures.
TABLE OF CONTENTS
Cover page
Title page
Approval page
Dedication
Acknowledgement
Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background to the study
1.2 Statement of problem
1.3 Objectives of the study
1.4 Research questions
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms
CHAPTER TWO
LITERATURE REVIEW
2.1 What is a brand
2.2 Overview of branding
2.3 Place of branding in marketing management
2.4 Objective of branding
2.5 Branding decision
2.6 Types of brand strategy
2.7 Branding strategies for consumers
CHAPTER THREE-
RESEARCH METHODOLOGY
3.1 Sources of data
3.2 Population of the study
3.3 Determination of sample size consumers
3.4 Sample technique
3.5 Instrument for data collection
3.6 Validation of research
3.7 Questionnaire administration and allocation
3.8 Method of data treatment and analysis
3.9 Limitation of the study
CHAPTER FOUR
PRESENTATION ANALYSIS AND INTERPRETATION OF DATA
4.1 Presentation and analysis of data
4.2 Test of hypothesis
CHAPTER FIVE
5.1 Summary of findings
5.2 Recommendations
5.3 Conclusion
Bibliography
