ABSTRACT
The challenge
created by the dynamic nature of the marketing environment has necessitated a
total attention to the “place†variable or distribution is very important in
that. It tries to make the product
available at place and time of exchange.
It
is on the above vein that this study was conducted, the research was to find
the extent to which NBC Plc was effective and efficient in the distribution of
their products.
The
research was carried out in Enugu
metropolis. The researcher made use of
interviews, observation and questionnaires in collecting the primary data. The respondents were made up of consumers,
distributions and company personnel.
TABLE
OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Content
CHAPTER ONE
1.0
Introduction
1.1 General
Background to the subject matter
1.2
Problems associated
with the subject matter
1.3
Problem(s) that search
will be concerned with
1.4
The importance of
studying the area
1.5
Definition of important
terms
1.6
Reference
CHAPTER TWO
2.0
Literature Review
2.1 The
origin of the subject area
2.2
School of thought
within the subject area
2.3
The school of thought
relevance to the problem
Of the search
2.4
Different method of
studying the problem
2.5
Summary
2.6
Reference
CHAPTER THREE
3.0
Conclusion
3.1 Data
presentation (highlight of the study)
3.2
Analysis of the data
3.3
Recommendation
3.4
Conclusion
3.5
Reference
CHAPTER
ONE
1.0
INTRODUCTION:
The
recent phenomenon in the marketing environment in Nigeria has resulted in a drastic
turn around from a production oriented market to a buyer oriented market. It has demonstrated the importance of
recognizing a remarkable change in buyer behaviour, and the need of every
production company to reappraise its marketing system and adapt to the new
environment and even exploit it. A key
strategy in this marketing system is DISTRIBUTION.
Distribution
is a strategies marketing tool representing one of the four arms of the
marketing mix, often referred to as “4Psâ€.
These
4P’s are:
PRICE: This measures the ability of the buyer to
purchase the products.
PRODUCT: (quality and quantity): this includes all the attributes to make the
product attractive for exchange purpose.
PROMOTION: Promotion involves creating awareness about
the product, educating the potential and actual consumers about the product,
and at purchasing the product or even reducing dissonance.
PLACE: (Distribution) the core of the matter being
distribution is very important because the efforts developing the product,
creating awareness and the product, creating awareness and putting or
displaying the product at the best price will be defeated if it is not made
available at the place that exchange can take place.
The
marketing mix thus comprises the decision element in company’s marketing programme,
the total packages that determine the degree of marketing concept.
The
“4P’s†summarises clearly the major ways the firms can influence sales. We are concerned with the place variable.
This
therefore, pinpoints the importance of distribution in achieving available
products. This availability of product
bridges the gap of space and time between the production and consumption.
Before
a production could achieve the desired satisfaction, it must get to the
consumers the way they want it, thus breaking all the barriers or gap between
the production areas to the consumers.
Schare
and Smith 1980 (page 386) saw the desired satisfaction, it must get to the need
for effective distribution when they remarked that the most innovation product
at an attractive price is worth absolutely nothing if it is not available to
the buyers when they want it. Product
availability then is one requirement of an exchange.
Therefore,
marketing managers all around the world appreciates the role the distribution
play in providing place, utility or satisfaction to the product is available,
the value is therefore enhanced. So
distribution can be seen to increase the time of utility of a product by putting
down the distance between the parties to the exchange.
Nigeria
Bottling Company Plc (NBC) practices the traditional distribution system that
is their products are distributed through various types of middlemen like
wholesalers, retailers to customers, direct from the company or through the
salesmen.
According
to Martin Rom. J. (1997 page 316) “The channel of distribution therefore in its
most meaningful and simple firm is the course of title boy commodityâ€. These routes include both the manufacturers
and ultimate consumers as well as anyone in between.
1.1 GENERAL BACKGROUND OF THE SUBJECT
MATTER:
Nigeria
Bottling Company Plc, Coca-cola is the world’s leading soft drink sold across
the globe. A total of 600 million servicings
are consumed everyday in all parts of the globe from Canada
in the North to Argentina
and New Zealand in the
South, from Alaska to China Maxico to Nigeria. In 1983, when Nigerian Bottling Company first
set up its first plan in Lagos
(Apapa), it was to be the beginning of an exciting story of growing and
development particularly during the past 45 years.
Nigerian
Bottling Company Plc is today Nigeria
number one bottle of soft drinking.
Selling more than 7,2264, 138 bottle per day representing 302,073 crates
of 24 bottles daily throughout the Federation.
Coca-Cola
was first made on 18th
May, 1886 in Atlanta Georgia, U.S.A. Which is the home town and now the world
Headquarters by Dr. John Stythpembenton, a pharmacist.
The
name Coca-cola was named or given by Frankin Robinson, Pembetons Partner and
book keeper.
HOW IS COCA-COLA
MADE
The
first thing is to select the bottles and dispose those with effects. Quality is the key word which determines the
success of whole operations only the best ingredients re used for and filling
making the soft drink, and sophisticated washing and filling equipment has been
installed in all plants.
The
manufacturing process is based on a careful measures combination of sugar,
water concentrate with standard maintained throughout the world. Pure refined sugar added in pure drinkable
and treated water is produced as solution called “Simp Syrupâ€. The syrup is passed through a filter to
ensure purity where it was mixed with undiluted concentrated carbondioxide (Co2),
at this step product is measured into the bottles mechanically.
Products of NBC
Plc include:
Coca-cola
Sprite
Fanta Orange
Soda
Chapman Krest
Ginger Ale
Bitter Lemon
Fanta Tonic and
Eva table water.
Nigeria
Nigerian
Bottling Company Plc has three modes of distribution:
(a) Through their open office store
(b) Open sales (selling to the public through
their wholesalers).
(c) Through
their 1168 sales trucks flects of an average cases capacity of the retailers.
1.2
PROBLEMS ASSOCIATED
WITH THE SUBJECT MATTER
Consumers
can be attracted by the quality of a product or promotion for the product and
vice of the product, their final decision as to the fitness of the offer is to
as large extent influence by the availability of the product at the time and
place wanted or needed.
In
a time like this where economic and technological advancement have become a
thing to reckon with the competition in the market place, there is a need to
improve distribution effectiveness through the efforts of wholesales, agents,
retailers and other types of intermediaries.
Distribution
success, which is the availability of products at the right place and time can
be achieved through the efforts of the middlemen mentioned above. But the dynamic nature of the environment and
other bureaucratic bottle necks can make this success in distribution not to be
realized.
In
view of these problems, there is need to incorporate marketing activities in
making the products available is the market place or rather improve for more
effective and efficient distribution.
1.3
PROBLEMS THAT SEARCH
WILL BE CONCERNED WITH:
The
research which was conducted from the Nigerian Bottling Company Plc, Enugu plant lasted from 9th
of May, 2005 to 31st
May, 2005.
The
main concern with this study is for the researcher to find out:
1. The
extent at which Nigerian Bottling Company Plc is involved in distribution
effectiveness in their marketing operations.
2. To
suggest ways of improving selling skills efficiency of their salesmen and the
dealers.
3. To
find ways of improving the communication gap existing between dealers and the
company staff and management.
4. Ways
of checking dealers with their system of company’s coolers and advertising and
promotional materials of distribution.
5. To
know the flect requirement analysis with the budget breakdown to all adapts and
areas of coverage by salesmen.
1.4
THE IMPORTANCE OF
STUDYING THE AREA:
There
are a lot of benefits to be derived from this study besides the fulfillment of
the requirement of award of Ordinary National Diploma (OND).
First,
this study will be beneficial to NBC Plc in that it will suggest ways of
improving distribution effectiveness for better customer satisfaction.
Secondly,
the study reveals other militating factors that may hinder effective operations
of the company’s distribution channels and ways to guide against it.
Finally,
the research hopes to improve the relationship existing between NBC and its
dealers.
1.5
DEFINITION OF IMPORTANT
TERMS:
According
to Lovis W. Stenn, physical distribution is a process of moving the right
quantity of product to marketing channels at a specific time to a specific
place in order to be delivered most of efficiently to the industrial user or
final consumer.
Philip
Kotler also defined distribution as an activities involving planning,
implementing and controlling the physical flow of materials and goods from the
points of origin to the point of use to meet customer need at a profit.
Marketing
is defined as a social process by which individual or group obtain what they
want and need through creating, offering, are freely exchanges goods and
services with each other.
1.6
REFERENCE
Lovis,
W. Stenn (1965, p. 211) Fundamentals of
Marketing, New
York: McGraw-Hill Inc.
Martin,
Rom J. (1997, p. 316) Marketing
Management New York:
John Wiley and Sons Inc.
Philip
Kotler (1965, p.118) Principle of
Marketing London: Hall Int.
Inc.
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