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PROJECT TOPIC:THE IMPACT OF ADVERTISING ON THE SALES OF A NEW PRODUCT (A CASE STUDY OF NIGERIA BREWERIES LAGOS)

THE IMPACT OF ADVERTISING ON THE SALES OF A NEW PRODUCT (A CASE STUDY OF NIGERIA BREWERIES LAGOS)

 

 

ABSTRACT

In this competitive era of marketing, the introduction, Sale and acceptance of a Company new product into the market segment has been one of the difficult tasks in the hand of the marketing managers. Consequently, the introduction of Advertising and its impact on the Sales of the new product has been very useful, particularly in the Nigerian Breweries (Lagos). The firm “Nigerian Breweries Plc Lagos” though incorporated on the 16th of November 1964, Advertising has been the major promotional tool used by the firm in achieving its objectives and this objective includes.

To introduce a new product, to sustain an established product, to enter a new geographical area, to secure sales leads, to improve their clearer relation, to demarked a service and to promote public cause. The project will be carried out along with some questionnaire designed for the management, staff, distributors and consumers of the Companies product while data will be collected from primary and secondary sources.          Finally, conclusion and recommendation would be made by the researcher to revert the trends.

CHAPTER ONE

INTRODUCTION

BACKGRND TOTHE STUDY

Advertising has not only become an integral part of our society and economic system, but has also grown over the years to assume tremendous proportions both as a business activity and as a social phenomenon. It has effected not only the business sector, but also the whole society. Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. All about advertising is a sponsor sending a message, called advertisement through one or more mass media (radio, television, newspapers, and magazines) to reach large members of potential users or buyers of a product. By itself, advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion many Companies consider advertising a superior promotion tool to personal selling, sales promotion or publicity.

Advertising as a tool of marketing was defined by the American marketing association as “Any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor”.  According to Offiongodon A. M. (1991) Said advertising is a way of projecting values, ideas, expectation and so on to consumers. It is most effective as a reinforce of favourable attitudes, values and dispositions already held by consumers. Advertising has a high public mode of communication; its public nature confers a kind of legitimacy to the product and also suggests a standardized offering.

Besides, it is a persuasive medium that permits the seller to repeat a message of various competitors. It provides opportunities for dramatizing the Company and its products.  Advertising in Small organization is handled by a specialist in the sales department who from time to time consult the advertising agencies.

1.1   HISTORICAL BACKGROUND

The company “Nigeria Breweries plc (Lagos) is Nigeria pioneer firm. It was incorporated on the 16th of November, 1964 and commissioned its first Breweries plant in Lagos in 1969. The original founders of the company were UAC international limited and Heineken international companies. To this day UAC international limited and Heineken have acted as Commercial and technical adviser to Nigerian Breweries plc (Lagos), they provide facilities in line with distribution policy of extensive geographical spread, they built Breweries in various part of the country to ensure that its product are available in all part of the country.

THE IMPACT OF ADVERTISING ON THE SALES OF A NEW PRODUCT (A CASE STUDY OF NIGERIA BREWERIES LAGOS)

The Company has five divisions operating jointly for the purpose of achieving its corporate objectives. These includes Technical finance, marketing, personnel and corporate affairs, each of the department is handled by an Executive director.  Nigeria Breweries plc Lagos has a wide variety of the products, including STAR lager beer which was the fist Nigerian beer, it came into the market in 1969, GULDER, the brown bottle came on stream in 1970, MALTINA, the first malt drink came up in 1976.   In March 1988, Nigeria Breweries plc recorded another, achievement by embarking on the export of GULDER in small bottles. LEGEND extra stout was introduced into the Nigerian market in June 1992.

1.2     OBJECTIVE OF THE STUDY

The objective of this project is to present how Nigeria Breweries plc Lagos benefits from advertising their new product

and among others:

  1. To examine advertising and its impact on the sales of new product.
  2. To understand the meaning of advertising and its objective.
  3. To stress the benefits of new product and how it pull customers towards patronizing a Company product.
  4. To know how advertising serves as a communication medium between the Company and prospects.
  5. To demonstrate how advertising can be used to correct product deficiency.
  6. To know how advertising can be used to project good corporate Image of a firm.

 

1.3  STATEMENT OF RESEARCH PROBLEM

This competitive era of marketing has made many marketing managers in different business organization, particularly in Nigeria Breweries Lagos branch to adopt the use of Advertising and other promotional tool in the sales of their product. Advertising has remain the major tool in giving information to the market on the introduction of the Companies new product, it creates awareness for a new product, generates the interest of the populace and spear-head the desired action. The relevant statement of the research work is the impact of advertising on the sales of a new product

THE IMPACT OF ADVERTISING ON THE SALES OF A NEW PRODUCT (A CASE STUDY OF NIGERIA BREWERIES LAGOS)

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