THE ROLE OF PROMOTION IN THE NIGERIAN BEER INDUSTRY
THE ROLE OF PROMOTION IN THE NIGERIAN BEER INDUSTRY
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Date
1987-10
Authors
KAIKEH, Z. JOK
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Abstract
Looking critically into the- manufacturing
sector of the Nigerian economy, one will seen
to conclude that it is mostly the beer
industry that has ever since been engaging in
one form of promotion or the other as a marketing
strategy in the sale of its products. Therefore,
some critics have often seen promotion as a
useless exercise and, hence, increases in final
prices of goods. At the same time, some have
seen it as a means of cheapening of goods as
a result of saving time and resources (and
effort) that would have been involved in the
search for these goods.
It was in the light of these conflicting
causal factors that the researcher sought to
examine the role of promotion as an element of
the marketing mix in the sale of beer.
The research found out that current
promotional practices of the breweries leave much
to be desired, and that consumers are well aware
of the promotional activities of these Breweries
but would not easily accept the influence of
promotion in their choice of brands of beer
being consumed by them(consumers).
Despite these, the manufacturers (Breweries)
will not stop promoting their products as a
result of competitive forces which make these
"breweries to advertise to, at least, maintain
their market share»
The North Brewery Limited, Kano, favours
sales promotion to any other promotool due to
certain environmental constraints, particularly
the law forbidding T.V; radio, and "bill board
advertisement in Kano State. On the other hand,
International Beer and Beverages Limited, Kaduna,
as a matter of company policy, prefers Bill Board
advertisement (and to a little extend sales
promotions).
In the final analysis, the researcher
recommends the use of sales and other trade
promotions for North Brewery Limited, Kano, and
- urges IBBI, Kaduna to include other forms of
promote, for example TV and Radio advertisement
in addition to bill boards, since the environment
is not against the use of such media for beer
promotion..
Description
BEING A RESEARCH PROJECT IN PARTIAL
FULFILMENT OF THE REQUIREMENT OF THE POST
GRADUATE SCHOOL FOR THE AWARD OF THE DEGREE
OF MASTER IN BUSINESS ADMINISTRATION (M.B.A)
OF AHMADU BELLO UNIVERSITY, ZARIA.
DEPARTMENT: BUSINESS ADMINISTRATION
FACULTY : ADMINISTRATION
NOVEMBER, 1987
Keywords
ROLE,, PROMOTION,, NIGERIAN,, INDUSTRY: