EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE IN THE SOFT DRINK INDUSTRY

     ABSTRACT

Effective marketing strategies have proved to be the only logical base
towards the sustenance of the soft drink bottling companies and of course
the marketing mix variables will not be left out of the integration, in
this ever-changing marketing environment. This work is done to find out the
problems of soft drinks industry (7-up) as they pertain to marketing
strategies in Nigeria and of course to give recommendations from it which
will contribute to the enhancement of the economy.

The researcher reviewed all related literature necessary in order to have a
better understanding of effective marketing strategies and their
applicability in the soft drink industry (7-up).

The research revealed that for marketing strategies to be effectively and
efficiently implemented, the company should consider its position, the
economy of the country, the product life cycle and the product strategies.

The data for this study were collected both from the primary and secondary
sources. A pilot survey of the population was conducted to determine the
sample size.

In the course of the analysis, many problems which hampered the sale of
seven up bottling company were found out. The major findings centered
around the implementation of the marketing activities and some of these
includes:

1. The company not following good promotional programme

2. The need for improved quality of the product

3. Seven up bottling company's marketing strategies are not effectively
integrated.

Certain recommendations were given by the researcher for improvement. These
recommendations also centered around marketing activities which includes:-

1. To communicate the planned strategies to all the key decision making
managers.

2. Make sure the strategies contribute and reflect to the objectives of the
company.

3. Put up a good and catchy promotional programmes

4. Finally the company should carefully study its problems as enumerated in
the project, follows its various recommendations and implement them to
attain its corporate goals. 

     TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

List of table

Abstract

Table of contents

CHAPTER ONE

1.0 Introduction

1.1 Background of study

1.2 Statement of problem

1.3 Objectives of the study

1.4 Hypotheses formulation

1.5 Significance of study

1.6 Scope of the study

1.7 Definition of terms

CHAPTER TWO

2.1 Review of related literature

2.2 The improvement marketing performance in soft drink

2.3 Marketing is concern with provision to satisfy the consumer needs and wants

2.4 Effective, competitive in soft drinks

2.5 Identified the problems

2.6 Effective marketing planning

CHAPTER THREE

3.0 Research methodology

3.1 Area of study / population of study

3.2 Determination of sample size

3.3 Method of data collection and sample technique

3.4 Method of distributing questionnaire

3.5 Description of data analysis tool

3.6 Limitation of the Study

CHAPTER FOUR

4.0 Data presentation, analysis and interpretation

4.1 Data analysis

4.2 Testing of hypotheses

CHAPTER FIVE

5.0 Summary of findings, recommendations, and conclusion

5.1 Summary of findings

5.2 Recommendations

5.3 Conclusion

Bibliography

Appendix

Questionnaire