THE IMPACT OF BRANDING ON THE MARKETING OF SOFT DRINKS. A CASE STUDY OF NIGERIA BOTTLING COMPANY (NBC) PLC 9TH MILE CORNER ENUGU.

ABSTRACT The growing need for need for more efficient ways of managing product brands in the face of a highly competitive market has become of major concern to marketing firms and organizations particularly Nigeria Bottling company. The had let to this study which is effective brand in management of NBC’c products is effectively managed. -To find out the success factors in the effective management of NBC products. -To determine whether effective brand management of NBC product has any impact of the sales and profitability of the product
A review of related materials magazines, journals and text books was carried out. The population of study include the management and relevant staff, middle men and consumers of NBC product sample size was determined, using Barley’s formula, for the middle men and consumers, while census survey was used for the management and relevant staff. Data were collected using structured questionnaires, and oral interview conducted on selected employees. These data were analyzed using table and percentages. In view of the analysis it was discovered that NBC products of Nigerian breweries been effectively managed by the company. This was helped to enhance both the product image and corporate image of the company. Based on this, it was recommended that the company should take this advantage to exploit the market by introducing new product brands. The company should also put in place an effective marketing information system (MIC) that will not only monitor the pulse of the market, but also the activities of the competitor with a view to react decisively, and more importantly adopt pro-active postures.
TABLE OF CONTENTS Cover page Title page Approval page Dedication Acknowledgement Abstract
CHAPTER ONE  INTRODUCTION 1.1Background to the study 1.2Statement of problem 1.3Objectives of the study 1.4Research questions 1.5Significance of the study 1.6Scope of the study 1.7Definition of terms
CHAPTER TWO  LITERATURE REVIEW 2.1What is a brand 2.2Overview of branding 2.3Place of branding in marketing management 2.4Objective of branding 2.5Branding decision 2.6Types of brand strategy 2.7Branding strategies for consumers
CHAPTER THREE- RESEARCH METHODOLOGY 3.1Sources of data 3.2Population of the study 3.3Determination of sample size consumers 3.4Sample technique 3.5Instrument for data collection 3.6Validation of research 3.7Questionnaire administration and allocation 3.8Method of data treatment and analysis 3.9Limitation of the study
CHAPTER FOUR  PRESENTATION ANALYSIS AND INTERPRETATION OF DATA 4.1Presentation and analysis of data  4.2Test of hypothesis
CHAPTER FIVE 5.1Summary of findings 5.2Recommendations 5.3Conclusion Bibliography