CHAPTER ONE
1 .1 INTRODUCTION
Advertising
consists of all activities involved in presenting to a group, a non-personal,
oral or visual, sponsor message regarding a product, services or idea, this
message called on advertising in disseminated through one or more media and
paid for the identified sponsor.
Essentially,
advertising is a means of spreading information however; it will be useful to
read a project as to distinguish it from other form of communication.
Advertising
is further distinguished by this fact; it is employed for promotion to large
audience. It is often referred to as mass selling, through the medium of
television, for instance, a further important characteristic of advertising
that can be maintained over the promotional effort advertising have great
influence on a product.
1.2 STATEMENT OF THE PROBLEM
Advertising
suffer from the inability of many organization so as to get qualified and
experience median through which advertising can be carried out due to financial
constraints. This depth survey is desired on the slakes performance of
coca-cola and beverage industries limited .
Most
importantly advertising as one of the promotional tools, that as been applied
in virtually and organization as most organizations are aware of crucial role
played by advertising in boosting their
sales volume and profitability, but the fact cannot be defined that some
organization are still ignorant of the actual practice of advertising.
1.3 OBJECTIVE OF THE STUDY.
The
study will membrane the concept of promotion of general different techniques of
advertisement, used in promoting coca-cola and suggest. If necessary at the end
of the study, the possibility of improving the present advertising programs me
to make it more effective. The study will emphasized whether advertising is
necessary or not during the period of research. That is, when the seller market
prevails, the study will bring development on the technology of coca-cola
company and make sure that the consumers enjoyed maximum satisfaction, through
advertising in coca-cola company and it may be external or internal the aim and
objectives of advertising in coca-cola company is to make assess and effort of
the company work efficiency.
1.4 IMPORTANCE OF THE STUDY.
The importance of the
study is to know if the company is making use of the promotional mix such as
advertismsnet, personal selling, sales promotion and publicity. Because for
many company to prosperd,it is very necessary for their company to carryout
effective promotion which is one of the controlling way of marketing
management, and this is done to create the awareness of the product to the
public that a particular company and its product is existing with fair price at
the right time.
Fundamentally, the only
purpose of advertising is to sell a product a service or an idea, sated another
way that real goal of advertising is to be effective in communicating, that is
the vitimater effect of advertising should modify the attitudes of the receiver
of the message. These broad of goal of advertising arte better reached by
setting specific objective that can be incorporated into individual advertising
companies, the researcher therefore effect that management is the most
especially in Nigeria blotting company plc, Lagos derive meaningful and useful
information from this research work in their effort to make efficient use to
advertising it boast brand new plant in various part of federation. Qualify is
the key word which determined the success of the whole operating only
The best ingredients are
used for making out soft drink and sophisticated washing and filling equipment
have being installed at all plants. Extremely high, standard engine are used to
maintain, to ensure that top quality product reach their consumers. The
manufacturing process of coca-cola is based on measuring carefully. I.e combinations
of sugar, water are concentrate the same standard is throughout the world.
1.5 SCOPE AND LIMITATION OF THE
STUDY.
The
scope of this work is to assess the effort and effect of advertising on the
sales of coca-cola bottling company the study of the study is limited to the
rate of advertising on the sales of coca-cola with a particular reference to
Nigeria bottling company plc, Ilorin the study of designed is to examined like,
product of N.B.C e.g. coca-cola, sprite, fanta e.t.c the researcher desired to
provide as much as materials fact as possible with respects of the topic under
the number of limitation prevented him for doing so, among this limitation are
as follow fiancé and time.
1.6 HISTORICAL BACKGROUND OF THE
CASE STUDY
Coca-cola
began its existence in a three-legged bass pot in the back yard of johns;
pembertion on ,
pembertion was a pharmacist trying to create a headache tonic. Pemberton took
his creation to the now famous jacob’s pharmacy about 2 blocks from his home, there the syrup mixed with
cold tap water and sold to ailing customer for 5 cents . as the story goes, a
customer in great pain came in and ordered the syrup and the soda jerk
accidentally mixed it with carbonated water instead of regular tap water, the
customer loved the new drink dedaring it, delicious and refreshing.
Frank
robinson, pemberton,s partner and book-keeper suggested the name coca-cola,
taking each part of the name from a key ingredient in thwe product and proclaiming that the two C’S would look good
in advertising. Mr robinson period “coca-cola” in the unique flowing script
that is, now famous worldwide. In 1886, sales of coca-cola areraged 9 drinks
per day that year, pemberton sold only of syrup for
his effort; pumbertion grossed $ 50-00 and spent $ 73.96 on advertising.
As
john pemberton’s health grew worse, he sold the company off-asa candler took
sole ownership of the company by 1891 for a mere $ 2,300.00 (that included all
right, including his initial investment). In 1894 coca-coal was first bottle by
joseph Biedenharn, owner of the Biedenharn canfy company of
vicksburgimississippi, candler belived that the bottle idea was crazy and that
people would never go for it. As the popularity of coca-cola increased many
initiators came onto the scene offering producst such as coca-cola so the
company decided that they needed a bottle that would be easily recognize, so as
not be confused with any other.
The
root glass company of ,
hidiana designed the now famous, “coutonr bottle” or “hobblesirt”. Dec-25, the year proving
that the bottling idea been a great success.
Asa
candlers merchandising flair helped expand the company (who them went on to
becom major of Atlanta Georgia) sold thcompany to ernest woodruff and a goup of
investors for $25 million and in 1923 robert woodruff (ernest eldestson) became
president of the company Robert woodruffs more than six deals of leadship took
the business to unrivaled height of commercial success, making coca-cola an
hostitution all over the world.
At the
beging of WWLL, Robert woodruff issued an order to “see to it, that everyman in
uniform gets a bottle of coc-cola for 5 cents wherever he is and whaterver it
cost the company.in 1943 during world war11,S gsenhower sent a telegram
requesting to additional coca-cola bottle plants overseas for outroops.S at the
beginning of the war, 64 additional bottling plants has been established
abroad, their presence of coca-cola did more than lifting the moral of the
troops. It gave many local; people in those countries their first taste of
coca-cola, panning the way for unprecedented world idea sales after the war.
The
cover page on may 15, 1950 issued of time magazine feature a coca-cola
advertisement ita was the first time that a consumer product had been featured
on their cover that same issues also contained a detail story about coca-cola
extensive distribution and franchising system.
In 1981 Robert gauziest become the most successful business man in the
world. Guizot had come to America from Cuba with little more than a suitancein
1985, the coca-cola company intercedes Nero formula for coke calling the
product “new coke “ and them “coke11” the public demanded the original
formulary back and the company soon began producing “coca-cola classic.
Today
coca-cola is available in nearly 200 countries around gboba and it trademark is
written in approximately 80 languages. It is one of the most recognizable in the world.
DEFINITION OF TERM
The following terms are defined as used in the
study.
ADVERTISING: Is concerned with the activities
involved in presenting to a group, a non-personal or visual openly sponsored
message regarding a product, services or ideal. According to will on d. .
MANUFACTURING
This mean an industry of producing goods
in large quantities in factories.
PROMOTION
this can be describe as
informing and persuading consumers toward buying habit or an awareness of the
existence of a product feature.
PRODUCTION
This is the
transformation of raw materials into finish goods/product.
PERSONAL SELLING
Is an oral communication
with potential buyers of a product with the intention of making sale