ABSTRACT

The research study was aimed at appraising the promotional strategies of 7up Bottling Company with special emphasis in Aba plant. It also tried to find the significant elements, which consumers hold seriously to and those which discourage consumers in their choice of 7up product. The study moves ahead to evaluate those promotional strategies that were helpful to marketing manager and those ones that was grossly inefficient and run counter to the appeals and objectives of the company. In carrying out the study, one hundred and fifty (150) copies of the questionnaire were administered to consumers of  7up products in Aba and 125 were returned and 10 copies to management of  Nigerian Bottling Company. Oral interview was conducted with the management of the company to accommodate some questions that could not be conveniently included in the questionnaires. After the data analysis, it was found that consumers receive the company’s promotional messages in this order, advertising, sales promotion, personal selling, publicity and exhibition and also the consumer’s receives the media message this way; radio, television and rest of others. In other words, there was no synchronization between what the company claims it does and what the consumers receive. It was found that the company’s advertising recall level was not the scarcity and relative high prices of its products while its major strengths were quality and popularity of its products. Aba plant has public relations department but it is not effective. Finally, we recommend what we considered appropriate measures that would enhance the company’s sales methods such as advertising, personal selling, publicity, public relations, sales promotion and exhibitions. Since beautifully designed promotional strategies are not substitutes for bad products, we also proffered some recommendations that bother on the company’s products and target markets.

TABLE OF CONTENTS

Dedication i

Acknowledgements ii

Approval iii

Table of Contents iv

Abstract vi

CHAPTER ONE

1.1 Background of the Study 1

1.2 Statement of Problem 2

1.3 Objective of the Study 3

1.4 Research Questions 3

1.5 Research Hypothesis 4

1.6 Significance of the Study 4

1.7 Scope and Limitations of the Study 4

1.8 Definition of Terms 6

CHAPTER TWO

2.1 Review to Related Literature 8

2.2 Theoretical Background 8

2.2.1 Promotion 8

2.2.2 Strategies 9

2.3 The Promotional/Communication Mix 10

2.3.1 Advertising 11

2.3.2 Personal Selling 14

2.3.3 Sales Promotion 16

2.3.4 Product Promotion 17

2.3.5 Propaganda 17

2.3.6 Publicity 18

2.3.7 Public Relations 18

2.4 Review of Related Project Works 19

CHAPTER THREE

3.1 Research Methodology 23

3.2 Research Design 23

3.3 Sources of Data 23

3.4 Population of the Study 23

3.5 Determination of Sample Size 24

3.6 Sampling Procedure 25

3.7 Selection and Construction of Research Instrument 26

3.8 Administration of Research Instrument. 27

3.9 Method of Data Analysis 27

CHAPTER FOUR

4.0 Data Presentation Analysis 29

Hypothesis 39

CHAPTER FIVE

5.1 Summary of Findings 45

5.2 Recommendation 45

5.3 Conclusion 47

References 49

Questionnaires 50