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The Impact Of Advertising In Enhancing Sales Volume
[A CASE STUDY OF NIGERIA BOTTLING COMPANY ILORIN]
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1.5 SCOPE AND LIMITATION OF THE STUDY
Advertising is a very wide subject though a topic under marketing as a course. But today advertising has reached a stage that it worth a study in its own. Due to the improvement and technical requirement of advertising there has been association of advertiser, institute of advertising and public relations as we have in marketing.
This means that advertising is no longer consider as a topic but rather a course.
Despite this, it should be noted that advertising is still a supplement to marketing in profit and non-profit making organizations.
Therefore because of wideness of the topic “The impact of advertising in enhancing sales volume†the following areas have been focused for study.
Firstly, the researcher has chosen Nigeria bottling company plc as a case study and looked into the impact of advertising in their marketing system which leads to their excellent performance and profitability of the company.
Secondary, the project work includes the definition of advertising, types of advertising, relevance of advertising, needs for advertising, advertising strategies, agency and media, and also definition of the word sales volume on its own.
1.6 DEFINITION OF RELEVANT TERMS
Some of the terms used in this study are as follows:
(i) Effectiveness: In management the term effectiveness means the ability to achieve the set goals and objectives.
(ii) Objectives: An objective may be defined as the end point which a firm directs its effort or resources. It represents specific results or resources. It represents specific results or targets to be achieved within a period of time.
(iii) Strategies: This could be defined as the method used in achieving goals and objectives at case.
(iv) Target: This is the set goals which an organization wants to achieve.
(v) Persuade: This is the method used by the organization to manipulate the buyers to buy their products by influencing their decisions.
(vi) Sales volume: This is the total in a given period of time.
(vii) Innovation: In management, innovation means adopting new ideas in order to reach a set objectives.
(viii) Profitability: This is the monetary gain as result of total sales in an organization.
(ix) Advertising Agency: They are the organization whose business is to advertise for other companies. They fix and make the order through media houses or by using any other promotional tools the client and the agent have agreed up on.
1.7 HISTORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY PLC
The Nigeria Bottling Company Plc was in co-operated in the year 1951 under the standard organization of Nigeria decree No 56 of 1971. The company was authorized to use the Nigeria Industrial standard certificate mark on the following product’s are as follow: fanta, coca-cola, sprite, krest, bitter lemo, fants club sod, fanta tonlc, limca and Eva water.
The above products are hereby certified to meet the national standard requirement for good quantity. Nigeria Bottling Company is the largest producer of soft drinks in Africa today. It is a public company on the Nigeria stock exchange and 60% of its share owned by some 26,000 Nigeria share holders. The company ensures that no trade of imparity or extraneous substance exist in its products. Therefore, for the purpose of maintaining the product quantity. Every factor has a fully equipped laboratory managed by trained personnel.
Nigeria Bottling Company is licensed by the board of customers and excise factory No. 47 both Africans and foreigners are members of board of directors of Nigeria Bottling Company Plc some of them includes H.S.A Adedeji chairman, G.K. Karfakirs chief, A.A. Adesanyan A. Lerentis A.A and chief S.A Ade john CTR who contributed the highest share presently in the company.
The company employed over 9000 people and operates (18) eighteen soft and bottling factors it is the sole bottle and distribution in Nigeria of the eight soft drinks afore mentioned. In addition to the 18 product centers the company has over distribution deposit and operate above 1,000 specially fitted distribution lorries making weekly deliveries to over 1,000,00 registered dealers.
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