BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT

BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT (A CASE STUDY OF THE COCA-COLA)

ABSTRACT

Building and sustaining brand loyalty through advertisement. A case study of Coca-Cola. Any marketer who wishes to effect a positive change in the attitude of his marketers towards his product or services, should uncompromisingly consider some important factors which if applied in the marketing structure would subsequently increase sales profits, build and as well to sustain consumer loyalty towards the product. However, this study and research seek to unfold all those areas of marketing effort which the producers as well as acquired with those areas he is ignorant of and possible constraints the producer is meant to encounter.  Finally, the work will help any marketer who wishes to excel by recommending some possible solutions to some research questions and in turn solve the marketing mix. Hence, conclusively it should be noted that advertising which is an important marketing proponent is the sole builder but not the sole sustainer of any brand loyalty.

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CHAPTER ONE

INTRODUCTION

  • BACKGROUND OF THE STUDY

One of the valid purposes of business enterprise is to wheat customers, and the ultimate aim of all kind of market effort is to make products available to their customers.

Creating customers is not guess work, rather it is the outcome of deliberate and well co-ordinate planning of the entire elements of the marketing mix.

These element as identified by the American marketing association (AMA) including products, place, price and promotion called the 4ps for shot in addition to 4ps advertising campaign identities the nature of the consumer, distribution channels, cost and competition as playing an important role in the entire marketing process or at least in the determination and selection of proper marketing mix for the organization products. Although promotion cannot at his point be the most important of the 4p’s, it however, plays a significant role in carrying the message of the product from the producer to the consumer.

This, it does by a careful selection of the promotion, publicity or support.

Among these promotion alternatives advertising serves as the most favored to communicate product information that will lead decision favorable to the producer.

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Hence it is expected to accomplish the following it must attract the attention of the target market. Second it must intents the target of the market to the point where they read, listen to and watch the message…….Third, it must inform the people who need…..fourth, in order to be considerable effective, it must stimulate a significant portion of the want act, change an attitude or adopt a new attitude that may lead to action that will be favorable to the advertise in future. Advertising achieves this by the use of such media as newspaper, magazine, radio, television, signs, bill boards, handbills, point it purchase displays, direct mails and so on. From the earliest days of advertising till present, many people have believed in the effectiveness of advertising and promotion. Yet to some, advertisings are only a cost borne by the producers without any justifiable sale return in the fiscal year. To them, it is waste, considering the enormous volume of advertisement dished out through our various media of communication.

Considering all therefore, this work is designed to investigate to what extent advertising influenced consumers in their buying decision and hence to what extent advertising helps in building and sustaining brand loyalty.

  • STATEMENT OF THE PROBLEM

In the result of their research published in the Harvard business review of 1991, Merged Abraham and Leonard Whish pound that for more than half of the established brand they experienced on increased advertising did not result in more sales.

However, a long established soft drink manufactures by the Nigeria Bottling Company is heavily advertised and the company reports increased sales and enhanced profits. For example, the 1995 sales records of the drink market rose to 88 percent from 75 percent in 1993.

In view of the following, this study seeks to find out whether the heavy advertising of Coke has a corresponding influence on the consumers of soft drink.

Again the reality of heavy advertising directed at consumer, many market watchers are becoming increasingly worried that advertising contributes little or nothing to the overall marketing and sales of product and service.

The agreement that the other element of the marketing mix are more useful to the sales of product than advertising has strong more than ever before. It is now feared that advertising does not have a lasting effect on the consumers who receive these adverting message.

  • RESEARCH QUESTIONS
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At the end of the research, answer would have been produced to the following questions.

  1. Does the advertising of Coke have any influence on the consumers of soft drink?
  2. Given alternative soft drink equally advertise, can advertising induce the preference of Coke to its alternative?
  3. What is the extent of this influence in relation to the other element of promotion and marketing mix?
  4. What is the relationship between advertising and loyalty to the coke brand of soft drink?
    • SIGNIFICANCE OF THE STUDY

The study will find out what percentage of the consumers buy coke as a result of its advertisement. Hence, the study will assist company to know best to make their budget occasion to the different elements of the marketing mix and particularly advertising. The study will also provide marketing exclusives in Nigeria with an insight into the marketing situation in order that many improve in their techniques of reaching the youth such market.

Finally, the study will serve as a source of secondary data to researchers to the fields of advertising and marketing communication.

  • LIMITATION OF THE STUDY

The researcher faced various constraint while conducting this study. The most outstanding being that some data sough from the Nigeria Bottling Company producers of coke were not releases because they were company secret. For example, the researcher was not given the record of advertising expenses on specified Nigeria Bottling Company product covering the past ten years as was requested, either was the record of sales made and profit over the same period given, this would have enhances the researchers watch the increase in sales and profit against expenditure on advertising.

Secondly, the researcher was aware that some respondents might not have disclosed accurate information that would better percentage error should therefore not be ruled out.

  • SCOPE OF THE STUDY

This study particular focuses on the youths a special segment of the soft drink market that could be reached economically through the mass media, particularly radio and television as well as through special magazines in addition to the fact that they are voracious consumers of soft drink, they are comparatively educated to the extent of understanding and appreciating the advertising messages.

Geographically, this study covers Owerri Urban, Owerri is chosen because of the following reasons.

  1. It is a great commercial area and so is suitable for this type of study.
    • DEFINITION OF TERMS
  2. MARKETING: The American Association defines marketing as the process of planning and executing the concept, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectiveness.
  3. MARKETING MIX: Is the combination of the 4p’s of marketing which includes products, price, places and promotion.
  4. PROMOTION MIX: Is the combination of all elements involved in communicating an organization goods and services to target market.
  5. ADVERTISING: Is a non personal communication paid for a sponsor and which uses the mass media of communication.
  6. PUBLICITY: Is any unpaid form of non-personal presentation of ideas, goods and services.
  7. CONSUMER BEHAVIOUR: Leon Schoffmen and Lesire Lazar Kanuk defined consumer behavior as: The behavior that consumer display in searching for purchasing, using evaluating and display of product services and ideas which they expect will satisfy their needs.
  8. SALES PROMOTION: The British sales promotion defines sales promotion as the function of marketing which seeks to achieve given objective by the addition of extrinsic.
  9. PUBLIC RELATIONS: Public relations is a management function which evaluates public attitude, identifies the policies and procedures of an organization, which the public interest and execute a programme of action and communication to earn public understanding and acceptance.
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————- this is an incomplete article ———– it’s a product of a high quality project researched work.

Project topic: BUILDING AND SUSTAINING BRAND LOYALTY THROUGH ADVERTISEMENT (A CASE STUDY OF THE COCA-COLA)

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