MARKETING MIX AS A TOOL FOR THE SURVIVAL OF A BUSINESS ORGANIZATION

CHAPTER ONE

1.0 INTRODUCTION

Generally, the society believes that marketing activities start from when the product is made.
However, marketing is an all encompassing scheme, which start from when start from a products concealing to when such product is distributed to the customers.
Marketing as a discipline starts from when a particular producers is beginning to think about, what the people need, after a careful analyze to thinks about the quality of the product (with reference to the customer’s taste).
The packaging material that would be suitable and attractive from such product to the consumers.
All these facts started above can only be derived through marketing research. This research is normally carried out before and after the invention of new product.
The producer cannot just introduce into the marketing is an important aspect he feel like producing such a product would be taking a big leap in the dark. To business formation and growth in even determine the survival of a company or an establishment.
Marketing mix is the mixing together of variable product, process, promotion and place in the right proportion that will enable the marketing product to the carried out in a successful manner anytime. Marketing mix focuses or what to produce in term of life cycle. For instance, it is possible for a manufacturer to start his business very well, taste for a particular product or services may change with time. What seems the best today may be rejected tomorrow.
There is therefore an urgent need for the manufacturer to centrally reveal what the people (consumer) want (product) how they want such a product or service. They are willing to buy such product.
This firm at all time must not disregard the existence of these competitors who have the tendency of marketing their own product better and more acceptable to the public for a business to thrive well and survive. Marketing mix is a time necessary that must be considered and use effectively.

1.1 HISTORICAL BACKGROUND OF THE NIGERIA BOTTLING COMPANY

The name Coca-cola was a pharmacist by name in John Perbetton. He was born in Atlanta Georgia, United State of America in the year 1833.
The idea of Coca-cola was born in 1806 and he died in 1888. Immediately after his death, Mr. Asa Candler took over the business in the same year.
Mr. Frank Robinson selected the Coca-cola trade mark and some other advertising materials which are still in use till date. The standard size 29cl bottle was designed and produced in I, 915 million dollars.
In 1923, Robert Wood RUFF took over the business presently; there are numerous bottling plants in United State of America while more than 35 percent plants are spread all over the West Africa.
Coca-cola first came into inception in Nigeria 54 years ago. Nigeria Bottling Company set up the first plants in Lagos; it is today Nigeria’s number one bottle of soft drink selling more than 8 million bottles per day.
A figure which is still growing with the continue expansion of the opening branches and mini branches in various parts of the country. In 1988 a new dimension was added to the bottling of coke, pet plastic coke, fanta, and sprite was introduced into the other six brands. Fanta, which is the fast orange, sprite is sold in lemon- lime segment action, others are tonic fanta, ginger and krest bottle lemon. The success of coca-cola has brought with it, the development of quite member of sister industries, oil contribution in the economy growth of the country (Nigeria)
They are delth Glass Company in ughali, which supplies empty bottle used for production in the company, the crown cork for the company’s use. The Benin Plastic Company which make crates for easy carrying of the bottles.
In addition, the trucks which supply more than 70, 000 dealers are also assembled in Nigeria. The Company is also the largest manufacturers of C02 (Carbondioxide) used to carbonate the soft drinks. The company employed more than 25. 000 Nigerians in all fields of operation.