THE BRAND MANAGEMENT IN BREWERY INDUSTRY IN NIGERIA (A CASE STUDY OF BREWERIES INDUSTRY IN NIGERIA)
Brand management in brewery industry in Nigeria, The importance of brand management in brewery industry can not be over- emphasized because of the role it play in maintained and sustainability of the organization and the industry at large. The function should not be left in the hand of an inexperience manager/ personnel because of the of vital role it play to the success of the organization. In order to make this research work more understandable the research study will be divided into five chapters. Chapter one of the project will be based on general introduction, historical background, statement of probl4em, objective of the study, scope of the study, limitation and constraint, and the emphasis on literature review. Chapter two use this research work lay emphasize on literature review, chapter three will deal with research methodology research design, sources of data, data collection instrument research population and method of data analysis. Chapter four will cover data presentation and analysis. And finally, chapter five of this research work will highlight summary of findings conclusion and recommendations and reference.
TABLE OF CONTENT
Table of Content
1.0 GENERAL INTRODUCTION
1.1 Historical Background
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Scope of the Study
1.5 Limitation of Hypothesis
1.6 Statement of the Hypothesis
1.7 Definition of Important Terms
2.0 REVIEW OF RELATED LITERATURE
3.0 RESEARCH METHODOLOGY
3.1 Research Design
3.2 Sources of Data
3.3 Data collection Instrument
3.4 Research population and sample size
3.5 Sampling procedure employed
3.6 Method of data analysis
4.0 PRESENTATION AND ANALYSIS OF DATA
5.0 SUMMARY OF FINDINGS
1.0 GENERAL INTRODUCTION
Brand is an element which makes up the symbolic or augment product decision make by a firm in connection with making a product which usually includes branding. The element that constitute the instrument through which the competitors fight each other among other thing brands limitation or brand involvement and in an attempts to fight back this competitors.
There is need for “brand management” which emphasis on strength and weakness of other competitor in combination with their own strength which now serves as opportunities to the management to enter in the market so as to provide the exact brand needed.
What then is a Brand? A brand is a name term sign, symbol or design or a combination of them, which intend to identify the goods and services of one seller or group of seller and to differentiate term from their competitors brands for star larger (1949).
1.1 HISTORICAL BACKGROUND
Nigeria Breweries Plc, the pioneer and largest bewaring company in Nigeria was incorporated in 1946 and recorded a land mark when the first bottle of star beer rolled off the bottling line in it Lagos brewery in 1963 the company acquired it fifth brewery in Enugun. The company now has the breweries from which it high quality product are distributed in all part of the country.
Nigeria breweries plc has a rich portfolio of high quality brands star larger (1949 Guider larger brand Beer (1970 Martina (1996) Legend Extra Stout (1992). Amsted Melta (1994) and the Schweppes range of carbonic in December 1996
This introduction of crutch orange in June 1998 the company also launched Heincken larger into the Nigeria market.
Also the company has an increasing export business that date back 1986. currently they export to United kingdom, United State of American, Italy, Neither land, Germany and Kenya.
Nigeria breweries plc, keeps pace with the key international development, thus ensuring that it system, process and operation procedures are always kin conformity with proceed best practices in most part of he world. It is in line with this policy that the company established a research and development centre at Lagos in 1987 to enhance it research activities on all aspect of the bewaring operations.
1.2 STATEMENT OF PROBLEM
The problem of brand management is a subject is a subject that has to be handed by any industry or organization that is into branching of it’s product because of it competitors and for it own benefit also and they are often categories as follows how to increase sales volumes to get the desire profit e.g.
1. How to increase the turnover of a 19 billion naira in 1998 to get an increase profit.
2. How to be cost effective on the product and factory over head so as to maximize profit.
3. How to reduce the cost of production and achieve the best of product standard.
4. How to coordinate the individual involved in achieving the effective brand management policy so as not to be a failure
1.3 OBJECTIVE OF THE STUDY
The most important objective of carrying out the study are: -
1. To give room to the student to see and understand the practically what is been taught in the lecture room
2. To aid the company in the identification of product that might not be contributing to the achievement of the brand management policy as to make adjustment to aid buying decision of the potential customer.
3. Brand management guides against exploitation by hungry competitors.
1.4 SCOPE OF THE STUDY
The scope of this study will be limited to the effective brand management and its impact on organization survival in highly competitive market owing to some constraint encountered in the course of writing this project work.
The research work will also be limited to Nigerian brewery Plc Lagos Nigeria
1.5 LIMITATION AND CONTRAINTS
In the course f writing this project there were a lot of problems that could have hindered the success of the project as a whole. They are:
TIME: The period duration given for the completion of the study was too short considering the fact that there are some other thing to be done within the short period we had, such as trailing to the case study’s locality to got needed information in the research study.
Uncooperative attitude on the part of the Company Officials: the company officials were not ready to give information and where they did willing they give some inadequate ones, saying that they ate too busy and more so they are not ready to divine information to researches because it might be set as a trap by their competitors.
FINANCE: Another problem is that of finance which poses a serious contains to the final success of the project these transportation cost, making questionnaire typing and banding of the project.
1.6 DEFINITION OF TERMS
BRAND: Brand simply refer to a name term symbol, colour or combination of these that identities a seller goods and services and distinguished them from competitors product.
BRAND NAME: This is the part of firm brand which can be prename it may be in letter or in number, example include, star, Gildness Martina.
TRADE MARK: This is a special legal designation in form of symbol of term indicating that the owner has an exclusion use of a band or part of brand. This means that other firm (individual)are prohibited by they law for using it, example on firms product.
BRAND MANAGEMENT: This is the term given to a body or committee or a process in an organization where different brand exist.
INDUSTRY’S: A collection of firm in a related field of service such as breweries industries which is a combination of the brewery firm e.g. the (Nigeria brewery limited) Guildness Plc International bewaring..