EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE IN THE SOFT DRINK INDUSTRY

By

Author

Presented To

Department of Marketing

     ABSTRACT

Effective marketing strategies have proved to be the only logical base towards the sustenance of the soft drink bottling companies and of course the marketing mix variables will not be left out of the integration, in this ever-changing marketing environment. This work is done to find out the problems of soft drinks industry (7-up) as they pertain to marketing strategies in Nigeria and of course to give recommendations from it which will contribute to the enhancement of the economy.

The researcher reviewed all related literature necessary in order to have a better understanding of effective marketing strategies and their applicability in the soft drink industry (7-up).

The research revealed that for marketing strategies to be effectively and efficiently implemented, the company should consider its position, the economy of the country, the product life cycle and the product strategies.

The data for this study were collected both from the primary and secondary sources. A pilot survey of the population was conducted to determine the sample size.

In the course of the analysis, many problems which hampered the sale of seven up bottling company were found out. The major findings centered around the implementation of the marketing activities and some of these includes:

1. The company not following good promotional programme

2. The need for improved quality of the product

3. Seven up bottling company’s marketing strategies are not effectively integrated.

Certain recommendations were given by the researcher for improvement. These recommendations also centered around marketing activities which includes:-

1. To communicate the planned strategies to all the key decision making managers.

2. Make sure the strategies contribute and reflect to the objectives of the company.

3. Put up a good and catchy promotional programmes

4. Finally the company should carefully study its problems as enumerated in the project, follows its various recommendations and implement them to attain its corporate goals. 

     TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

List of table

Abstract

Table of contents

CHAPTER ONE

1.0 Introduction

1.1 Background of study

1.2 Statement of problem

1.3 Objectives of the study

1.4 Hypotheses formulation

1.5 Significance of study

1.6 Scope of the study

1.7 Definition of terms

CHAPTER TWO

2.1 Review of related literature

2.2 The improvement marketing performance in soft drink

2.3 Marketing is concern with provision to satisfy the consumer needs and wants

2.4 Effective, competitive in soft drinks

2.5 Identified the problems

2.6 Effective marketing planning

CHAPTER THREE

3.0 Research methodology

3.1 Area of study / population of study

3.2 Determination of sample size

3.3 Method of data collection and sample technique

3.4 Method of distributing questionnaire

3.5 Description of data analysis tool

3.6 Limitation of the Study

CHAPTER FOUR

4.0 Data presentation, analysis and interpretation

4.1 Data analysis

4.2 Testing of hypotheses

CHAPTER FIVE

5.0 Summary of findings, recommendations, and conclusion

5.1 Summary of findings

5.2 Recommendations

5.3 Conclusion

Bibliography

Appendix

Questionnaire