PROPOSAL
This project is written to discuss on advertising strategy in a
competitive business environment, advertising by Nigeria Bottling company (PLC)
as case study advertising consists of paid message designed to inform or
persuade buyer or idea by the identified sponsor. Meanwhile, strategy can be
seen as the technique used to perform activities. Advertising strategy is a
philosophy designed to accomplish the stated advertising goals.
CHAPTER ONE
INTRODUCTION
It is important when discussing advertising to be fully aware of what
advertising is all about Advertising definition are as numerous as the number
of advertisement available in the mass media but there is yet to be a
universally accepted definition. Advertisement is seen daily on television,
Newspapers, Magazine, Radio and Posters e.t.c.
STATEMENT OF PROBLEM
In the project work, answer will be provided to the following research
problem.
I. What is advertising?
II. What are the reasons for advertising?
III. What are the functions of advertising?
IV. What are the function of advertising?
V. How do we budged for advertising?
OBJECTIVE OF
STUDY
The objective of the study is to highlight the importance of many
researches works to various groups what really brought about this topic is the
challenge encounter during the course of study and again there has not been a
real precision in the study of advertising strategy in a competition business
environment.
THE SIGNIFICANCE OF STUDY
Nigeria Bottling Company that engages in planning an advertising strategy
through various method will study will finds the research very useful in
planning their day-day operation. In a way the study is a crucial review of the
role in adverting strategy in competitive business in the Bottling Industries.
SCOPE OF STUDY
Owing to time and financial constrains one will not be able to involve
other companies that are in soft drink bottling business. No matter how important the are study. They are a lots
of factors which limits the resesrcher ability in carrying out a wider study of
research out of which the following major
factor External and internal factors
The chapter of this project topic consists five chapter
1.
Chapter one:
based on introduction, statement of
problem, objective of the study e.t.c
2.
Chapter two
discuss about literature review, the role of advertising in a environment tyes
of adverting strategies, media for advertising etc.
3.
Chapter three :
base research methodology, research population definition, research design etc.
4.
Chapter four:
base on data presentation and analtsis.
5.
Chapter five: finding,
summary etc.
Finally: conclusion and recommendation will be made at the
chapter of the research work.
Table of
content
Chapter
one
1.1.
Introduction
1.2.
general
statement of problem
1.3.
objective of
the study
1.4.
significance
of the study
1.5.
scope of the
study and limitation
1.6.
limitation of
the study
1.7.
historical
background of the case study
1.8.
definition of
terms
Chapter
two
2.0.
Limitation
Review
2.1.
The Role Of
Advertising in a environment
2.2.
types of
advertising strategies
2.3.
budgeting of
advertising expenditure
2.4.
form o0f advertising
2.5.
media for
advertising
2.6.
bases for
media selection magazine
Chapter
three
3.0. Research methodology
3.1. Research population definition
3.2. Research design
3.3. Data collection method
3.4. Method of data analysis and presentation
Chapter
four
4.1.
presentation
and analysis of data
4.2.
the soft
drinks in
and NBC’s market share
4.3.
the rational
for advertising in
bottling company
4.4.
the
advertising strategy adopted by
bottling company
4.5.
the effect of
strategy on
bottling company performance
4.6.
advertising
problem of
bottling company
Chapter
five
summary of finding
conclusion
recommendation
CHAPTER ONE
1.1
INTRODUCTION
It is important when
discussing advertising to be fully aware of what advertising is all about. Advertising
definition are as numerous as the number of advertisements available in the
mass median but there is yet to be a universally accepted definition.
Advertisement is seen daily on television, newspapers, magazine, radio, posters
e.t.c. It the question “What is advertisement? I asked, the common commercial
seen or heard readily comes to mind. But there is much more to advertising that
exists and experienced by every one.
It could mean different things to different people. To
some, advertising is a profession, a business tool to many and a form of
communication to almost every one. And like communication advertising is either
good or bad. It is amusing, entertaining, useful, boring, wasteful deceptive an
intrusion, silly, or a necessity. There are as many perspectives to advertising
as there are individuals. For it is the gains or losses from it that shade
individuals perception. These who gain from advertising would always control
its virtues many definitions to be given while those who have nothing to gain
from it would surely hold negative views about it. Advertising is much like
electricity, it is greatly known and also the uses, but to define it
successfully are not easy.
In a study “the consumer view of advertising” carried out
in 1974 by the American Association of Advertising Agencies. For as more than
half of the respondents described advertising as a channel of information from
manufacturers to consumers. More than a third of this representative sampling
of consumers defied advertising as a form of salesmanship or persuasion. Some
defines advertising as manipulation propaganda and misleading. Many scholars
professional bodies sand association had given various definition of
advertising with minor differences. However, it is note worthy that each
definitions is unique on its own. Hence we can say advertising is a complex
field.
A more comprehensive definition was provided by the
American Marketing Association (ASMA) which says advertising is any paid form
of non personal presentation and promotion of goods services or ideals by
identified sponsor. This definition is widely accepted. It is acceptable simple
because of key element it provided.
1.2
STATEMENT
OF THE RESEACH PROBLEM
It the project work, answer
will be provided to the following research problem.
1.
What is advertising?
2.
What are the reasons for
advertising?
3.
What are the tools for advertising?
4.
What are the functions of
advertising?
5.
How do we budget for advertising?
6.
What are the types of advertising?
7.
What are the methods and approaches
of budgeting expenditure?
8.
What are the forms of advertising?
9.
What is competition?
We can also write the statement of the problem in
this way.
The importance of stork in any organization can not be over
emphasized. Control must be accorded a great attention so as to minimize some
of the problems associated with advertising control, some of these problems
are:
i.
Advertising valuation methods are
many.
ii.
There are improper record keepings.
iii.
The supply of raw material is in
effective.
iv.
No policy regarding minimum and
maximum stock levels determination.
v.
The company adapts manual
advertising control system.
vi.
The bi-annual stock taking is not
enough for effective controls.
1.3
OBJECTIVES
OF THE STUDY
The objective of the study is to highlight the importance
of many research works to various groups. What really brought about this topic
is the challenge encounter during the course of study and gain there has not
been a real precision in the study of advertising strategy in a competition
business environment.
Like in a Nigeria Bottling Company PLC of the topic chosen
will be of benefits to successful advertising planners and an effective
advertising research in any business organization in the future.
The project will also serve as guide to the future students
when embarking on a similar research. The business organization in the country
could draw some facts in how a firm could design effective advertising strategy
which is believed its will enable the business organization to achieve its
goals and objectives. More so, to industrial companies this work will provide
the guideline for designing effective advertising strategy between competitors.
1.4
SIGNIFICANCE
OF THE STUDY
Nigeria Bottling Company that engages in planning an
advertising strategy through various methods will find the research very useful
in planning their day-to-day operation. In a way the study is a crucial review
of the role in advertising strategy in competitive business especially in the
Bottling Industries.
Nigeria Bottling Company Management owns a duty of putting
there houses in order all their advertising strategies.
This study has showed how the company task can be achieved,
it is also discovered in the course if this research that advertising strategy
is used in the increase of the sales. If product in both competitive
oligopolistic and monopolistic markets.
Apart from the above important factors of students saddle
with project similar to this study will also find the research useful.
Effective and efficient advertising strategy will also help companies that
experience keep competition among themselves to achieve its set out objective.
The research is equally significant to the researchers as
it part of the requirement for the award of National Diploma (ND) Certificate
in the polytechnic.
1.5
SCOPE
OF THE STUDY
Owing to time and financial constraints one will not be
able to involve other companies that are in soft drink bottling business. No
matter how important they are to the study.
Bottling company like Top
Bottling Company, Limca Bottling Company, Tandy Gruanner and Schweppes Bottling
Company e.t.c are involved in Bottling of soft drinks that promote the product
of business organization. This organization would have been added in the study.
With the fear of the secret
with which Bottling Company treat their information and the scarcity of time
labour and resources limited their study to just one Bottling company (Nigeria
Bottling Company PLC) the justification being that since this is wholly
bottling company it is photo – type of other companies.
1.6 LIMITTATION OF THE STUDY
There are a lots of factors which limits the researcher ability
in carrying out a wider study of research out of which the following major
factors.
EXTERNAL FACTORS;- one of
the external that affect research study is legal factors. This is legal policy
prevailing within the organization restricting employees from disclosing some
secretes in the organization which would have still be an additional data for
the researcher.
Secondly, people are sty and
afraid to give out information. Despite the assurance by the researcher that
information given would be treated in strict confidence and will be purely for
academic work, officials at Nigeria
bottling company plc,
we afraid to lot one into their book and vital documents which may contains
important information to the research.
INTERNAL FACTORS; – the
internal factor that affect the researchers include;
FINANCE;- the researcher
financial back grand is actually poor and this has negative effect on their
power to conduct the research to some extent
Time; – The researcher were
faced with conflicting programs such as the project work and academic work and
this also limited the scope of the study.
LABOUR;- Since the project
work is mostly labour intensive in nature.
1.7. THE HISTORICAL BACK GROUND
OF
BOTTLING COMPANY PLC
Coca-cola was first made in 8th may, 1886 by Dr.
John styth pemtentun, a pharmacist in his home in altanta, georging . The name
coca-cola was given to it by frank .m. Robinson, Dr. pemtentun’s partner and
book keep. He also designed the script that distinguished the famous trade
mark.
Coca-cola remains a secrete as they have been operation for
over 100years. The formula known as MERCHANDISE 7X is kept in a special
security vault in a bank in the united state.
Coca-cola was established in
Nigeria 1953 when the Nigeria bottling company opened it first plan in
in 1951
.It started business with an authorized share capital of 15 million as at 1982.
Its products are coke, Fanta, Ehapman, Spirie, Kreast, bitter lemon, Schweppes,
bitter lemon soda, tonic ova table water.
So far Nigerian’s drink
about 1,200, 050 bottle everyday. bottling company is also the
largest manufacturer of co2 in the country, which is used to
carbonate your favorite soft drink.
Nigeria Bottling Company
employs over 6,000 Nigerians in all fields of operations. Quality is the key
word which determines the success of the whole operation. Only the very
ingredients are used for making out soft drinks sophisticated washing and
filling equipments have been made installed at all plants.
An extremely high standard of hygiene is maintained to
ensure that top quality products reach the customer. The manufacture process of
coca-cola is based on a carefully measured combination of sugar, water and concentrate.
The same standard is maintained throughout the would.
1.8
DEFINITION
OF TERMS
There are carbons concepts in advertising which only
understand professionals in the field of work. This to make this research work
easy understood, the concepts are explained below:-
1.
Theme:- The part of an advertising
message that is repeated throughout the Campaign.
2.
Platform:- Advertising platform is
the issue and product benefit that a market wishes to convey in an advertising
message.
3.
Target audience:- This is the specific
audience to which advertising message is aimed.
4.
Advertising copy:- Refers to the
words and picture or illustrations that make up the advertisement and the way
they are kid out to create total impression.
5.
Reach:- The percentage of total
prospects that are exposed to a specific advertisement in a specific period.
6.
Frequency:- The average number of
time that the average prospects will be expose to a specific period.
7.
Readership:- The percentage of
recall in a specific advertisement or editorial item in a given issue if
publication.
8.
Advertising medium:- This is the
channel through which the advertising message are delivered to the target
audience.
9.
Competition:- This can be defined
as “the action of endeavoring to gain what another endeavors to gains at the
same time” it explain, it further as the striving of two or more for the same
object”.