THE IMPORTANCE OF BRANDING AND PACKAGING AS A MEANS OF SALES PROMOTION IN AN ORGANIZATION IN NIGERIA
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- NGN 3000
ABSTRACT
This study was carried out to examine the importance of branding and packaging as a means of sales promotion in an organization in Nigeria using Coca-Cola Company as case study. To achieve this 4 research questions and 2 research hypothesis were formulated. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of the entire staff of Coca-Cola Company Lagos State. In determining the sample size, the researcher purposively selected 60 respondents and all respondents were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage while the hypothesis were tested using Chi-square statistical tool. The result of the findings reveals that; the striping away of branding can not uncover the effectiveness of packaging, the organization runs sales promotion, internally or externally, the branding and packaging technique adopted by the organization maintains high quality, the organization has been able to satisfy the need’s and wants of the consumers, low standard of packaging has a negative impact on sales promotion, and inadequate packaging has a negative impact on sales promotion. Based on the above findings, the researcher recommended that Coca Cola should utilize strategic capabilities such as offering superior practice and products and also by allegiances or accessing of complimentary products through network building on a need-to-win capabilities; Branding should be part of the organizations strategy aimed at creating, developing and sustaining a competitive advantage that will attract the customer and sustain his patronage; Effective sales promotion, brand should always respond to a level of demand estimate and also packaging should be charming, attractive, be easy to handle, protect and help in storage; the effective of branding and packaging a new product and the factor that influence branding and packaging in an organization are for suggestion for further studies; and Packaging technology continues to change and marketing managers must be aware of the opportunities for increased effectiveness and efficiency which these developments present if they are to remain competitive in the market place. It is important for the company to develop innovative packaging strategies that will attract customers in an exceptional way.
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