TABLE OF CONTENTS
Title
Page
Certification
Dedication
Acknowledgement
Table
of Contents
Lists
of Tables/fig/map
Abstract
Chapter One:
Introduction
1.1
Background to the Study
1.2
Statement of the Problem
1.3
Research Questions
1.4
Research Hypothesis
1.5
Purpose of the Study
1.6
Scope of the Study
1.7
Significance of the Study
1.8
Limitations
1.9
Operational Definition of Terms
Chapter Two: Literature
Review
2.1
Introduction of the Study
2.2
Current Literature Review
2.3
Relevant Theories of the Research (if
any)
2.4
Summary of the Chapter
Chapter Three: Research
Method
3.1
Research Design
3.2
Population of the Study (if any)
3.3
Sample/Sampling Techniques (if any)
3.4
Design Synthesis (if any)
3.5
Instrumentation/Materials (if any)
3.6
Data Collection/Analysis
Chapter Four
4.1
Presentation of Data
4.2
Analysis of data
4.3
Interpretation of Data
4.4
Discussion of Findings
Chapter Five
5.1
Summary
5.2
Conclusion
5.3
Recommendations
5.4
References (current APA format)
5.5
Appendix (if any)
5.6
Abstract
Chapter One: Introduction
1.1 Background to the Study
The study of the importance of branding
and packaging as a means of sales promotion in a business organization can be
traced to various issues highlighted below.
The importance is conspicuously apparent
to the fact that the physical product will not be at test without these two
aspects of it. Though branding and packaging an individual can make easy choice
of the desired product he/she tend to go for.
Also, branding and packaging as a means
of sales promotion helps to boost the product effectively. The aspects of
consumer interest and their satisfaction were apparently observed and the
market environments were also given very closed consideration where the sales
promotion does exist.
Branding and packaging are two of the
most important components of marketing in an organization. Branding is a term
used to describe the name, description and design of a product. Branding
differentiates a company’s product from their competition. Packaging is a
marketing tool used to reflect the brand. A company uses packaging to sell the
product inside.
Branding and packaging are created by a
company while these efforts are used to markets products, they in turn market
the company itself. Branding reflects the image that the company seeks to
project and identify as target customers.
1.2 Statement of the Problem
There are many problems that affect
branding and packaging during sales promotion era in an organization. Today’s
organizations are characterized by complex relationship and a high degree of
interdependent tasks that can occur. People also have different vales and
perceptions towards different product for instance.
A production manager might decided to
change the method of packaging and still retain its brand name in order to
stream line few products which eventually might not be satisfactory and
acceptable by the consumers.
1.
The problem also confirms to the fact
that their consumers needs might not be melt due to the time and cost its will
cause the organization to meet the demand.
2.
The welfare to the work force inquired
by the organization is another vital part to be at due to the process of
performing their assigned duties.
3.
The socio-economic system of the
consumers if not observed carefully can also be a problem during sales
promotion.
4.
Another problem that can encounter is
during the area of branding and packaging under which the market environment
can be control.
5.
Problems can also emerges between the
organization and the customers, when the taste and desire to conform with the
customers value and attitudes towards buying the product was not duly melt.
1.3 Research Questions
In pursuance of the study, the following
research questions are put together for possible treatment.
1.
Can the organization strip away branding
and uncover packaging effectiveness?
2.
Is the organization running sales
promotion, internally or externally?
3.
Is the branding and packaging technique
adopted by the organization maintain high quality?
4.
Is the organization able to satisfy the
need’s and wants of the consumers?
1.4 Research Hypothesis
The following hypotheses will guide the
research work. These include:
Ho: Low standard of
packaging has a negative impact on sales promotion.
HI: Low standard of
packaging does not have a negative impact on sales promotion.
Ho: Inadequate packaging
has a negative impact on sales promotion.
HI: Inadequate packaging
does not have a negative impact on sales promotion.
1.5 Purpose of the Study
The study will find out whether
Coca-Cola Company has wholly of partially adopted a standard branding and
packaging system visa vis its strategies of exhibiting products during sales
promotion. The work reveals the increasing importance of its products in the
national business environments.
The study will also highlight some of
the important factors that guide the company’s branded and package product in
the market environment. Effort rendered by the company through various
innovation and tactic of captivating the customers interest towards the regular
purchase of their product.
At the end, the organization/management
will become aware that through the importance of branding and packaging as a
means of sales promotion system, the firm is not only doing the consumer a
favour but on the contrary they are survive in a buyers market.
1.6 Scope of the Study
The coverage of this project examine the
extend to which Coca-Cola Company applies the means of sales promotion in their
business operation. Also realizing the financial and time constraints to
associate with the type of study. The study will therefore explore the business
activities and operation of the organization with a view to determining the
extend to which they have applied branded and package product as a means of
sales promotion in their organization.
The study will also look into its market
environment, marketing activities like buying, pricing, customer service and
any other areas that may be deemed necessary to look into in order to achieve
the aim as the research.
1.7 Significance of the Study
The study is beneficial and important
with respect to the problems under study. The researcher is intended to
examined the problem and prospects of sales promotion of an organization
branded and package product.
Since the ultimate foal of any business
organization is to optimize profit by minimizing cost; management should know
how to tackle sales promotion in their organization.
Organization other than those located in
Lagos who are
into sales promotion of their branded and packaged product will benefit
generously from the study of better performance.
It is therefore hope that the result of
the study, if properly implemented will enable the organization improve their
customers better and attract new ones. The consistent improvement of their
quality of the product and services based on the findings of this study will help
gain a sustainable customer confidence and patronage and hence improve
productivity, profit and growth of the country’s economic development.
1.8 Limitations (to be written after
the completion of the study)
The limitation of the research study
range from various challenges faced by the researcher.
First and foremost the study has to be
carried out under great pressure to meet the need of other courses. The
gathering of relevant information required for this study was almost impossible
as the staff of Coca-Cola drink Company
Lagos State,
were reluctant to furnish the researcher with relevance and viral information.
In fact the reluctance exhibited by the
staff of Coca-Cola drink Company led to delay in sourcing crucial information
needed for this research work.
1.9 Operational Definition of Terms
Brand: This
is a name seen as an integral re-enforcer of a product concept (Paul Ndubuisi;
2002).
Brand Mark: A
brand mark is that which can be recognized, spoken or pronounced (Fuller R. M.,
2006).
A Trade Mark: A
legal name of a company it helps to identify its product at the market (Marcus
Okafor, 2001).
A Sales Promotion: Strategy
for selling a product (Philip Kotler, 2003).
Exhibition:
A public place where you put things so that people can go to see them (Peter
Anderson, 2005).
Organization:
A group such as a club or business that are from or for a particular purpose
(Agnes Jones, 2000).
Customer:
Someone who buys goods and services from a shop (Mark Peterson, 2004).
Strategy:
A well planned series of action for achieving an aim (David O. Ogie, 2003).
Literature:
The production of written works having excellence of forms or expression and
dealing with ideas of permanent interest (McCarthy E. J. et al, 2006).
Hypothesis:
Assumption made in order to test its logical or empirical consequences (David
O. Ogie, 2003).
Appendix:
Supplementary matter added at the end of a book (Thomas Davis, 2000).
Uniqueness: Being
the only thing of its kind (Macular Jones, 2001).
Authenticity:
Something genuine or real (Fuller R. M, 2006).
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