Full Project – The role of advertising in achieving organizational goals and objectives

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CHAPTER ONE

1.0.      INTRODUCTION

This chapter emphasized on the introduction to the study. It concentrate on the background of the study, statement of the problem, objective of the study, research question, statement of hypothesiss, significant of the study, scope of the study, limitation to the study, definition of key terms and historical background of the

1.1.    BACKGROUND OF THE STUDY

Advertising is a powerful communication tools used by companies to fulfill their promotional tasks. The term “Advertising” is derived from the Latin word” advertere” which means “to turn” the attention. Advertising is any paid form of non-personal presentation and promotion of ideas, goal or service by an identified sponsor (Kotler and Armstrong, 2010). The word any paid form distinguishes advertising from personal selling because it is used to reach large number of audience through mass media. Advertising is among the major tools used by manufacturing organization to bring their product and service and need orientation to the hearing of the public. Advertising can be done through print media which includes newspaper, magazine, brochures, audio media ( radio and visual media) which include billboard and television (Kotler and Armstrong, 2010).

Dunn et al, (2008) viewed advertising from it’s functional perspectives, hence they define it as a paid, non-profits communication through various media by business firms, non-profits organization and who hope to inform or persuade member of particular audience. Advertising has played a major role in business to consumer marketing and enabled companies to meet communication and other marketing objective (Minh Hou Poh and Adam, 2007). Advertising as activities concerned with Making products and services known to consumers and creating demand for the products and services(Nkem, 2001). Adekoya, (2010) research on the role of advertising in achieving organizational goal and  objective by using advertisement to carry message far and wide to a scattered target audience that the advertiser or producer could not reach at once. Advertising as defined by the advertising practitioner council of Nigeria (APCON) “is a form of communication through the media about product, service or ideas paid for by an identified sponsor with the aim of imparting information about the product, service or opinion”(APON, 2005).

Nigeria Bottling Company Plc, Bida Mini Depot was mainly established to meet the demand of the people of lemu, Agie, kutigi, lapai and Bida area. They distribute coca cola product such as Coke, Zero Coke, Fanta, 5alive, Limca, Sprite, Schweppes, and Eva premium water. Bida Mini Depot comprises of 22 staffs which include both management staffs and other staffs,these staffs involved the Director Officer (D.O), Commercial Manager (C.M), Business Developer (B.D),Truck Driver and Truck Assistance, Boy Offloaded, Cashier, Office Assistance and Cleaner. They are categories of dealers under Nigeria Bottling Company Plc such as High Volume Outlet (HVO),High Volume Depot(HVD),Small Strategic Depot(SSD),Very Important Partner/Customer Distribution Partner (VIP/CDP) and Shop Card Customer (SCC). High Volume Depot and Small Strategic Depot can serve as Mini Depot where the main Depot can not reach or where is no Depot while Very Important Partner/Customer Distribution Partner and Shop Card Customer they are like attachment or partner to Mini Depot,they enhanced division of work across the supply chain in the different stages. Manufacturing organization also used advertising as a tools to bring to the awareness of potential customer about certain product that is newly introduced and also helps the organization to achieve there objective which is profit.

Therefore, this research study intend to identify the role in which advertising plays in achieving organizational goal and i objective in Nigeria Bottling Company Plc, Bida Mini Depot.

1.2.    STATEMENT OF THE PROBLEM

Advertising has become a powerful communication tool in passing message about the products and services to potential consumers. When there is adequate awareness through Advertising,high patronage will be achieved which will result to an increase in sales volume,high productivity and profit level of the organization(Sajuyigbe,Amusat & Oloyede, 2013). Alot of organization are not convinced enough and as such pay less attention on Advertising programme, alot of complaint have been leveled against it some of the issue associated with Advertising fall in between the Advertiser (firm) and the audience (Customers) inability of the advertiser to evaluate customers before embarking on Advertising(Akanbi & Adeyeye, 2011). Furthermore, there are a lot of  registered company commercing their  business operations where some companies are progressing in their business operations, while some remain stagnant and some have even folded up after a year of commencement of their business. Some of this companies produce but they do not know how to Advertise while some actually advertised but has no impact or increase their sales volume. This is not because their products is not quality enough or not branded well, this is because they failed to select the appropriate medium of Advertising their product.

However, inappropriate means of Advertising could lead to poor communication to the potential consumers  and also give other competitors an edge in term of loyalty to brands, sales volume and high market share. As a result of the problem pointed out above, this study aimed at investigating the extent to which appropriate medium of Advertising can  help in achieving organizational goals and objectives.

1.3     OBJECTIVES OF THE STUDY

The general objective of this study is to know the role of advertising in achieving organizational goals and objectives. Other specific objective include:

1. To ascertain the relationship between print Advertising and organizational goals and objectives.
2. To examine whether online Advertising have impact on organizational goals and objectives.

iii. To find out whether poster Advertising affect the positive impact on Organizational goals and objectives.

1. To determine how radio Advertising help in achieving Organizational goals and objectives

1.4.   RESEARCH QUESTION

1. Does print Advertising have positive relationship with Organizational goals and objectives?
2. How does online Advertising impact on Organizational goals and objectives?

iii.     How does poster Advertising affect the positive impact of Organizational goals and objectives?

1. To what extent does radio Advertising helps in achieving Organizational goals and objectives?

1.5.   STATEMENT OF HYPOTHESISS

The research hypothesiss is a tentative answer to research question,it is an intelligent or educated question or an answer to the problem of the research under investigation. The research shall test the validity of the following hypothesiss:

Hypothesiss l

Ho:  There is no significant relationship between print advertising and organizational goals and objectives.

Hi:  There is significant relationship between print advertising and organizational goals and objectives.

Hypothesiss ll

Ho: Online Advertising does not have impact on Organizational goals and objectives.

Hi:   Online  Advertising  have   impact   on  Organizational  goals and objectives

Hypothesiss lll

Ho:  Poster Advertising does not have any positive impact on Organizational goals and objectives.

Hi:  Poster Advertising have positive impact on Organizational goals and objectives.

Hypothesiss lV

Ho:  There is no significant relationship between radio Advertising and Organizational goals and objectives.

Hi:   There is significant relationship between radio Advertising and Organizational goals and objectives.

1.6.   SIGNIFICANCE OF THE STUDY

The study will serve as a stepping stone for more research on the relevantness of Advertising especially in the product determinant of the consumer. The study will help to identify and understand how Advertising is used as a tool in achieving Organizational goals and objectives. The study will also provide a reference point on the areas where the management of the companies can improve on in order to be competitive in the market.

However, this study will be of great significance to Nigeria Bottling Company Plc and other manufacturing Organization to know the appropriate medium of Advertising to use in order to reach it’s target customers effectively and also to benefit student,scholars and academicians both private and public sector by having contributed to the existing body of knowledge in the area of Advertising. The study would be of benefit to companies in Nigeria as it would provide an understanding of the influence that Advertising have in achieving it’s goals and objectives.

1.7.   SCOPE OF THE STUDY

The scope of this study is centered on the role of advertising in achieving Organizational goals and objectives with particular reference to Nigeria Bottling Company Plc Bida Mini Depot which is located along senetor Isa area. The study will cover the channel of distribution, outlet ,mode of Advertising and  dealers.

1.8.   LIMITATION TO THE STUDY

A project of this nature cannot be carried out without some problem. The researcher encountered a number of obstacles in the cause of the study, which include the following:

1. Financial Constraints: Finance is one of the major problem encountered. The cost of running around for material for this study was several times above what the researcher envisage, being a student made financial burden of this study on the researcher quite considerable.
2. Official Secrecy: The principal limitation encountered in this study is limited accessibility to information in the organization due to confidentiality being maintained which strained accessibility of data as different names were given to relevant data such as “top secret”, “untouchable”, “confidential”, “out of bound” etc.

iii.     Time Factor: This is another bottle neck to the study, because a lot of sacrifice has to be made due to the fast nature of school calendar coupled with assignment and other academic work. Only a small portion has to be scheduled for the study.

1. Attitude of Respondent: Lack of cooperation from some staffs during interview as they had to go out of their work schedule to respond. Respondent also feel reluctant to answer questions or release information because they think that research work is for government to know much about them and bill them heavy taxes.

1.9.    DEFINITION OF KEY TERMS

1. Advertising: Advertising is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about product (goods, services and ideas) by identified sponsor through various media.(william, 2004).
2. Role: The way in which someone or something is involved in an activity or situation and how much influence they have on it. (Longman dictionary of contemporary English, 2018).

iii.     Organization: Is an entity comprising multiple people, such as an institution or an association that has a particular purpose. (Scott, William & Richard, 2008).

1. Achieving: To bring to a successful end; succeed in doing or accomplishing.(American Heritage Dictionary of the English Language, fifth Edition).
2. Goal: Is an idea of the future or desired results that a person or a group of people envision plans and commit to achieve. (Creek, Jennifer & lougher, 2008).
3. Objective: It means something that one’s effort or actions are intended to attain or accomplish purpose, target within a time frame.

1.10   HISTORICAL BACKGROUND OF THE CASE STUDY

Nigerian Bottling Company was incorporated in 1951 as a franchise Bottler of products of the Coca-Cola Company in Nigeria. Nigeria Bottling Company Plc (NBC) is a member of coca cola Hellenic Bottling Company A.G, an anchor Bottler for the coca cola company in 28  countries in North, Central and South Europe, Asia and in Africa with over 581 million consumers in these market.

As the pioneer Bottler in the group, NBC prides itself as the bedrock of coca cola Hellenic, also owned the Nigerian franchise to market Fanta, Sprite, Schweppes, limca, parle soda, five alive and Eva water. The company headquartered in Ebute Meta, Lagos and operate is Bottling Facilities, 28 commercial territories and 57 distribution Depot across the country. As written earlier, Nigeria Bottling Company Plc was incorporated in November 1951,as a subsidiary of A.G Leventis Group with the franchise to bottle and sell product of the coca cola company in Nigeria. Two years later, in 1953, the production of coca cola began at a Bottling facility in Ebute Metta, Lagos State. In the same year, the company opened its first Bottling Plant in Apapa. In 1960,the year of Nigeria independence, the Nigeria Bottling Company exceeded one million cases in a year mark.

NBC in 1961 commissioned it’s second Bottling facility at Ibadan, Oyo State and rapidly expanded its operation over the next couple of years which today stand at 13 facilities and 57 Depots across the country. In 1972 NBC became a publicly quoted company and listed it’s shares on the Nigerian Stock Exchange. Ilorin plant was established in 1971 so as to be able to meet the demand of the consumers in the region.

Briefly on Bida Depot, Bida Depot was found in the year 1998(A124 mokuwa road,Bida Niger State). Initially, Mokuwa Depot supply Bida axis coca cola product but due to the high rate consumption of the product, dealers in Bida axis had to lay complain to ilorin plant since Mokuwa Depot can not meet up with their Target,so Bida axis were granted the permission to commence Bida Depot.

In the year 2016, Ilorin plant was closed down due to some challenges which affect the designated Depots under Ilorin plant where Bida Depot was affected as well. As a result of this close down, Bida Depot find it difficult to meet up with it demand in term of distributing its product to dealers and other outlets. Bida Depot was also forced to closed down their operation in December 2018 due to financial constraints. These lead to the dealers who registered under Nigeria Bottling Company Plc and have the capability and financial strength to run as a Mini Depot. The dealers who can be granted the permission to run as coca cola Mini Depot are Small Strategy Depot (SSD) and High Volume Depot (HVD).

Currently, Small Strategy Depot (SSD) was given the franchise to commence it’s operation as Bida Mini Depot which is located along senetor Isa area close to Bida Secretariat. Bida Mini Depot accommodate three small truck and have enough space for movement of workers when hauling crates to and fro. It is built for the storage of 104 metre cube in volume,that is about a 16 metre long 3 metre wide that contain canned drink,plastic water,35cl and 50cl bottle drink. They are department or unit that constituted Bida Mini Depot such as commercial manager (C.M), Director Officer (D.O), Business Developer (B.D), Truck Driver and Truck assistance,Boy offloaders, Office Assistance, Cleaner and Cashier,the entire population are 22. They have 18 dealers and outlet across geographical distribution. Bida Mini Depot coverage include Bida axis and out station supplies such as kutigi,Agie,lapai and lemu. Due to the demand from their consumers,they received two small truck loaded of coca cola product from Minna Depot every Monday and Friday as well supply to their outlet based on their request (Oluwole S.S.D., 2019).

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Full Project – The role of advertising in achieving organizational goals and objectives