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CREATIVITY IN MARKETING SOFT DRINKS IN NIGERIA A CASE STUDY OF NIGERIAN BOTTLING COMPANY (NBC)
ABSTRACT
Creativity involves creation of new imaginative ideas to implement the marketing
mix effectively, i.e. product, place, price, promotion. Creativity can be vital and
resourceful, but it can also be complex. Most companies fails to realise what it entails,
most are realising the global need to be creative in taking business decisions, because it
can make or break you.
The need for creativity evolved out of economic pressures in the global markets
forcing new market approach and new strategies. Thus, creativity plays a great role in an
organisation’s success, it is now regarded as a tool that must be sought in implementing a
market plan.
The management team at NBC have continuously used the element of creativity
to boost its success in the market arena and to forge ahead. This is why NBC today, the
bottler’s of Coca – Cola drink are step ahead of its competitors. Means and ways are
constantly sought to boost the product image, prices are constantly adjusted to suit the
consumer (after much research) and the product is promoted attractively, constantly, and
always to influence the buyer’s decision. Moreover, the product is placed anywhere the
consumer might be, all these have influenced the market share of the product. It has
enabled it cut the biggest share in the soft drinks industry world wide.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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