DETERMINING THE EFFECTIVENESS OF PRODUCT PLANNING AND MANAGEMENT IN NIGERIA BREWERIES (A STUDY OF NIGERIA BREWERIES PLC). A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
This study was carried out to determining the effectiveness of product planning and management. A study of Nigeria Breweries (NBL) Plc, Enugu. The main objectives of the study include. To find out how effective and strategy has been to the company. To find out the various department involved in product planning and management company encounter in getting these process right. The survey research design was used in carrying out the study in which a sample size of 70.90 was drawn from the total population of 120 for staff, and sample size of 150 was drawn from the total population of 240 for distributor and retailers, and also sample size of 300 was drawn from the total population of 1200 for customers within Enugu metropolis. Table were used in presentation in data which the chi-square (X2) non parenetic statistical test was used in data analysis. In testing of the hypothesis the researcher came out with the following findings. NBL plc has a formal process in product planning management Effective product planning and management has contributed largely in positioning of the company product. NBL plc does encounter problems in its product planning and management process. Based on these finding, the research recommend that: Research should be carried out on consumer taste and choice before product planning development is embarked upon. Staff occupying strategic positions should be adequately trained. More corporate social responsibility program should be done by the company especially to higher institutions within the state and that are is neighbouring state.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
A product according to Kotler and Armstrong (2004:276) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Products include both tangible and intangible goods.
According to stanchion (2005:85) product refers to tangible and intangible goods that lead to customer’s satisfaction. Product planning entails the activities that enable a company to determine what product it will market and how it will be marketed. Management involves getting things done through and with people. Put together product. This involves process from planning to production (Moore, 2003:5). A successful product starts with a good plan, and this entails building and executing program that whill help in pushing or pulling customer to the products given the rapid changes in consumer tastes, technology competition, companies must develop a steady stream of new product and services.
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