Sunday, 12 June 2016

Asessing The Role Of Branding As An Effective Tool For Product Differentiation In The Nigerian Soft Drinks Market



ABSTRACT
This project deals with assessing the role of branding as an effective tools for product differentiation in the soft drink market ( a case study of nigeria bottling company plc).

Chapter one deals with general background of the study statement of the problem of the study aim and objectives of the study, to investigate and find result to whether branding help in differentiating consumer product in relation to drinks manufacturing industrial, to know whether serve as promotional instrument scope of the study. Limitation and constrainst of the study.


Chapter two deal with literature review, the marketing concept, the marketing concept diagram the production concept, sellinf  and sale concept.mrketing concept , diagam the production concept, selling or sales oncept the concept of braning, types opf branding, important of branding, objective of branding the usefulness of branding in product differentation, hypothesis fromulation.

Chapter three deal with the research methodology. Research design, data collection method techniques, sampling procedure,,definition of population

Chapter four deal with data presentation and analysis, brief histrory on the case study, data presentation, testing of hypothesis

Chapter five deal with summary, conclusion and recomendations.


TABLE OF CONTENT
Title Page
Certification
Dedication
Acknowledgement
Table of Contents

CHAPTER ONE : INTRODUCTION
1.1. Background to the study
1.2. Statemanet of the problem of the study
1.3. Aims and objectives of the study
1.4. Sscope od the study
1.5. Limitation and constranis of the study

CHAPTER TWO:- LITERATURE REVEIW
2.1 The marketing concept
2.2. The concept of branding
2.3. Types of branding
2.4 The importqance of branding
2.5 Objective of branding
2.6. Barnding as a tools for prouduct diffitiation in nigeria soft drink industry.

CHAPTER THREE:- RESEARCH METHODOLOGY
3.1. Research methodology
3.2 Data collection method/technique 3.3
3.4 Data presentaion and analysis techniques
3.2 Sampling procedure
3.5. Definition of population 3.1

CHAPTER FOUR: PRESNTATION AND ANALYSSI OF DATA
4.1. Brief history of ase study
4.2 Data presntation
4.3 Testing of hypothesis

CHAPTER FIVE:- SUMMARY, CONLUSION AND RECOMMENATION
5.2 Summary of finding
5.2 Conclusion
5.3 Recommendation
Reference

 CHAPTER ONE
INTRODUCTION
1.1 GENERAL BACKGROUND TO THE STUDY
The duties and this  responsibility of a company is to build a uniques name that will eventually match or fit a product for easy indentification from the enormous competitor product likewise, consumer product e.g shoe, bag, book, cubes, detergent, cream e.t.c, but few are branded by manufactures in different way a form and  are designed and coloured to differentiate a company’s product from other.
         In a narrow sense, a product can be defined as a set of tangible physical attribute that appeal to comsumer motivation and or buying patterns are insignificant in this narrows measuring ( Yinka Ibrahim, 2001).
       
In a broader sense, each in brand is considerered a separate product for example, in higher education education note book, we have such brands as knowledge” varsity” “olympic” e.t.c although they  all represent one product note book each of the barands is considered as separate product , even thought only tangible difference may be the brand name, it nonetheless suggests a product differences to the consumer from the above a yet broder definition can be established any change in the producty physical feature such as design, size clour or packging however minor it may create another product this bring concept of consumer want statisfaction into  the definition, a product  may therefore be define as a set of tangible and intergibles attributes including packaging colour, size, prize, manaufactures and retailares services, which the buyer may accept offering want satisfaction (Ibrahim 2001).

1.2 STATEMENT OF THE PROBLEM OF THE STUDY
This aspect of the study stated the possible problems or hindrance encountered by the   company’s plc in thie effective use of its branding strategy as to the effective performance of product in the market.
        
Barnding is an activity toward product performance in the markets, but a situation where brands is not performiung in the market one may thinks otherwise
1.  Does branding enhance the seeling of poor quality product?
2.  Can a product be sold without being branded?
3.  Does branding have significant impact on product?
4.  Can a branded sub-standard product perform better in a market?
5.  Can branding without quality review achieve marketing of  objective?

1.3. AIMS AND OBJECTIVE OF THE STUDY
The aim of the study is to examine branding as an effective product differentiation in the nigeria soft drink indutries, hence the following objective shall be pursued
1.To investigate and find result whether braniding help in differentiating consumer products in relation to drinks manufacturing industries
2. To know wherther serve as promotional instruments
3. To carry out an investigation on how possible ( consumer) choose their brand and factors that influence their choice and how to treat faction
4. To identitfy the brand of coke and fanta carry by nigeria bottling company plc.
5.To whom it may concern, carrry out investigation on the effect of branding in creating and stimulating repeats purchase.

1.4. SCOPE OF THE STUDY

The coverage of this reaserch work is on branding as an effective tool for product differentiation in the Nigeria soft drinks market using Nigeria Bottling Compay plc, s a case study.

This study covers all consumers of ccoke and  fanta and the staff of nigeria bottling companys Ibadan, it was caries out between January and Apil of year 2010

1.5 LIMITATION AND CONSTRANTS OF THE STUDY
       
The researcher intends to carry out reaserch work on branding an effective tool for product differentaition in the nigeria soft drinks market a case study of Nigeria bottling company plc   
        However, the reaserch work has been contrained as  to time, lack of recent and adequate material unwieldiness of the respondent and the case study to give true replies, lack of cooperation of the case study. However, effort has been made to ensure that the above limitation did not under effcetive completion and quanlity of reaserch work.

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