CREATIVITY IN MARKETING SOFT DRINKS IN NIGERIA A CASE STUDY OF NIGERIAN BOTTLING COMPANY (NBC)

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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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