The Impact of Cross-Promotional Strategies in Brand Collaboration: A Study of Nestlé Nigeria in Jigawa State
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Cross-promotional strategies involve collaboration between two or more brands to promote each other's products or services, thereby benefiting from each other’s consumer base and market presence. This strategy is particularly effective in increasing brand exposure, enhancing consumer trust, and driving sales. Nestlé Nigeria, a major player in the food and beverage industry, has used cross-promotional campaigns to promote various products, such as combining promotions for its Milo beverage with other Nestlé products (Umar & Ogbonna, 2023).
Jigawa State, located in the northwestern region of Nigeria, presents a dynamic market for cross-promotional marketing. While the state faces challenges in terms of lower levels of urbanization and internet penetration, the growing middle class and the rise of mobile phone usage offer new opportunities for brands to collaborate effectively. Nestlé’s cross-promotion strategies in Jigawa aim to tap into local preferences and strengthen brand loyalty through collaborative efforts with other brands in complementary sectors, such as retail and health products (Akinlolu & Tijani, 2023).
This study will explore the role of cross-promotional strategies in enhancing brand collaboration, consumer engagement, and sales performance for Nestlé Nigeria in Jigawa State, focusing on the effectiveness of such strategies in rural and urban market segments.
Statement of the Problem
Although cross-promotional strategies have been shown to be effective in other global markets, their impact within Nigeria, particularly in Jigawa State, is under-researched. This study aims to understand how Nestlé Nigeria’s cross-promotion campaigns are perceived by consumers, how they influence purchasing decisions, and how successful these campaigns are in increasing brand visibility and market share in Jigawa. There is a lack of research on the cultural, economic, and regional factors that affect the success of cross-promotion in less urbanized Nigerian regions.
This study seeks to assess the impact of cross-promotional strategies on brand collaboration and market success for Nestlé Nigeria in Jigawa State.
Objectives of the Study
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To evaluate the effectiveness of cross-promotional strategies used by Nestlé Nigeria in Jigawa State.
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To assess the impact of cross-promotional collaborations on consumer behavior and brand loyalty in Jigawa State.
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To explore the relationship between cross-promotion and sales performance for Nestlé Nigeria in Jigawa State.
Research Questions
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How effective are cross-promotional strategies in increasing brand exposure and consumer engagement for Nestlé Nigeria in Jigawa State?
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What impact do cross-promotional strategies have on consumer behavior and brand loyalty in Jigawa State?
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How do cross-promotional strategies influence sales performance for Nestlé Nigeria in Jigawa State?
Research Hypotheses
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Cross-promotional strategies significantly increase brand exposure and consumer engagement for Nestlé Nigeria in Jigawa State.
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Cross-promotional strategies positively influence consumer behavior and brand loyalty in Jigawa State.
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Cross-promotional strategies have a significant impact on sales performance for Nestlé Nigeria in Jigawa State.
Scope and Limitations of the Study
This study will focus on Nestlé Nigeria’s cross-promotional campaigns and their impact on brand collaboration and consumer behavior in Jigawa State. Limitations include challenges in obtaining accurate sales data and potential biases in self-reported consumer responses.
Definitions of Terms
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Cross-Promotional Strategy: A marketing tactic where two or more brands collaborate to promote each other’s products or services, aiming to increase brand awareness and drive consumer engagement (Akinlolu & Tijani, 2023).
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Brand Collaboration: The partnership between two or more brands working together for mutual benefit in marketing efforts (Umar & Ogbonna, 2023).
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Sales Performance: The measure of a company’s ability to generate revenue through product sales (Akinlolu & Tijani, 2023).
