ADVERTISING AS AN EFFECTIVE TOOL IN BRAND MANAGEMENT (A CASE STUDY OF CHAMPION BREWERIES, UYO)
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising is one of the components of promotion or marketing communication mix. It is defined as non-presentation of information and or idea through the mass media by an identified sponsor. The study intended to investigate it truly and advertising is a means or an effective tool in brand management. Any business organization whose aim is to make higher turnover, and if effective management must be obtained, then advertising must be enhanced.
These organizations also seek the awareness of its prospective customer when considering its investment their awareness neglects advertising success while sales promotion signifies theory present. Advertising is a purpose of communication with a chosen group of people/Target market with the hope of getting certain result from it the gain from advertising is great considering its cost. Advertising unworthy goods or product may because the customers has the power to exercise their first right.
Good advertising work will when it tries to push the attempted to reach the target market with the sole aim of making profit from sale. Every profit oriented company manufacturing, sales or marketing company must see advertising as an essential and effective tool to her success be buying any goods or services in term at company that render service the customer wants to know about the performance or degree of satisfaction (level of utility he/she could derive from such goods or service), and they could be met through advertising.
Advertising takes difference form and types such as information advertising, competitive, trade advertising. Advertising therefore, aimed at publicizing management ideas and goals by informing the customers and persuading or convince them to demand even more of product and service by so doing the standards and quality are well maintained to meet the advertisement being made it also helps consumers in educating them on how best a commodity should be used or operated.
- Historical Background of Champion Breweries Plc Uyo
Champion Breweries Plc, Uyo is situated along Aka-Obot Idim road, Uyo in Akwa Ibom State. The company was formally known as cross River State Breweries Ltd. It was established in 1972, as a private liability company with an authorized share capital of one Million Naira only (1,000,000). The company was late incorporated to produce larger beer and champ Malta.
In the year 1989, the company was closed down due to lack of essential foreign raw materials for its productions. But in May, 1999, the company came back to live and was made a public enterprise. Champion Breweries Plc, Uyo, was formally revived and commissioned on 23rd October, 2000 by the immediate past Governor of Akwa Ibom State, Arch. Obong Victor B. Attah. Since them, the company has improved and develops her production this is evident the product is only rebranded when the name has been changed larger beer and a nor-alcoholic drink known as champ Malta with wonderful fasters.
Champion Breweries Plc Uyo is a manufacturing company with the following management level and departments.
Top Managers – General Manager.
Middle managers – Directors various different
Lower Managers – The Production/Operational workers.
Production department
Marketing/sales department
Accounting department
Administration department
Human resources department
Most of the Breweries production companies in Nigeria do not know the usefulness of the sales promotion and hence plan to over look the influence it has on the patronage of the company’s product. Among some of the problem of promotion on sales of company product or the forms are:
- It has been alleged that the cost of sales promotion increase price of the product
- It is believed that a large point of the annual expenditure on sales promotion of resource.
- Also the question that pays for promotion manufactures or finds consumers.
This has to be determined between the profit can be ascertained it is therefore and investment. Hence this aims on the effective ensure of advertising tolls for successful marketing with close reference to Akwa Ibom State champion breweries products.
1.4 OBJECTIVES OF THE STUDY
The study had the following objectives:
- To find out whether advertising can enhance brand management.
- To investigate whether champion Breweries Plc, Uyo employs the concept of advertising in managing their brands.
- To identify the roles advertising play in creating brand loyalty in customers.
- To investigate whether the company has a department with capable and qualified hands to handle its advertising programs.
- To find out why consumers are loyal to champion Breweries Plc brand.
1.5 SIGNIFICANCE OF THE STUDY
Advertising is an effective instrument used in speeding up organizational success and make them achieve their objectives. The study however will be of immense help and of great benefit to the management and staff of champion breweries plc as well as other organization and private business firms.
Academically, this research will serve as a source of knowledge on Advertising effective management as well as feeding other researchers as a reference material who wish to conduct their study in this area. It will also help who ever that reads in providing solution to problems regarding advertising. E.g. A, B, C.
1.6 RESEARCH QUESTIONS
The following questions were formulated to guide the researcher in his study
- Does advertising have any influence on brand management of a product
- Can advertising be used as an effective tool in marketing your products?
- Can effective advertising increase the sales volume of a company’s product brands?
- Is advertising the main or only way used by champion Breweries plc to create product awareness?
1.7 RESEARCH HYPOTHESES
To actualize the purpose and objective of this study, the following hypotheses were part toward to address issues where it null and alternative form are denoted by Ho and Hi respectively.
