University of Nigeria Evaluation of...Premier Brewery marketing orientation on those key performing...

University of Nigeria Research Publications

ONWUDIWE, Ejike J.

Aut

hor

PG/MBA/96/19396

Title

An Evaluation of Marketing Orientation of Premier Brewery Plc Onitsha

Facu

lty

Business Administration

Dep

artm

ent

Marketing

Dat

e

May, 1998

Sign

atur

e

AN EVALUATION OF MARKET1 NG ORIENTATION OF PREMIER BREUERY PLC ONITSHA

ONWUDIUE EJIKE J. PG/MBA/~~/ 79396

DEPARTMENT OF MARKET1 NG U N I Y E R S I Y i OF NIGERIA

ENUBU CAMPUS

MAY, 1998.

A N E V A L U A T I O N O F HAZ1KE;TING O R I E N T A T I O N OF P R E M I E B BREWERY PLC O N I T S H A

ONWUDIWE EJIKE J. PG/MBA/~~/ 19396

PROJFCT REPORT

SUBMITTED I N P A R T I I L FULFILMENT OF THE REQUIREMENTS FOR THE AWARD O F MASTERS O F B U S I N d S S A D M I N I S T R A T I O N DEGREE I N MARKETING U N I V E R S I T Y O F N I G E R I A , ENUGU CAMPUS.

S U P E R V I S O R : MRS. D . A . NNOLIM

APPROVAL SHEET

I, ONWUDIYE EJIKE J. a postgraduate s t u d e n t i n t h e

department o f Marketing and w i t h the r e g i s t r a t i o n number

~ ~ / ~ ~ ~ / 9 6 / 1 9 3 9 6 h a s s a t i s f a c t o r i l y completed t h e requirement

for the course nnd research work for t h e degree o f H.B.A. i n

Marketing. The works embodied i n t h i s p r o j e c t is o r i g i n a l

and bas no t been submit ted i n par t or f u l l f o r any diploma

o r degree o f t h i s o r any o t h e r U n i v e r s i t y .

D r . Alex I f e z u e Head of Department s u p e r v i s o r

iii

DEDICATION

The project i s d e d i c a t e d t o

all t h o ~ e who s t r i v e for s e l f a c t u a l i s a t i o n

and s o c i a l justice.

ACKNOWLEDGEMENT

Hy immense a p p r e c i a t i o n s i n c e r e l y go t o a l l p e r s o n s

and i n s t i t u t i o n s who made i n v a l u a b l e c o n t r i b u t i o n and o f f e r e d

c o n s t r u c t i v e c r i t i c i s m s towards t h e accomplishment of t h i s

r e s e a r c h p r o j e c t ,

I am p e r s o n a l l y i n d e b t e d t o my s u p e r v i s o r Mrs. Nnolim

who, d e s p i t e h e r t i g h t o f f i c i a l s c h e d u l e 6 p a i n s t a k i n g l y want

t h r o u g h t h e work w i t h n e c e s s a r y c o r r e c t i o n s .

I am h i g h l y g r a t e f u l t o t h e Almighty Father who sees

and knows tomorrow. .- .

F i n a l l y , w h i l e my u n r e s e r v e d t h a n k s go t o m y p a r e n t s

M r . and Mrs. Onwudiwe f o r b r i n d i n g me t o l i f e , t h e management

and s t a f f o f P r e m i e r Brewery PLC a r e e q u a l l y acknowledged f o r

ABSTRACT

Premier Brewery P l c o n i t s h a , a producer of b e e r and

m a l t p r o d u c t s r e c o g n i s e s t h a t t h e d e c i s i o n t o purchase its

p r o d u c t s t e n d s t o be s i g n i f i c a n t l y i n f l u e n c e d by s p e c i f i e r s - a group o f p r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y euch as

h o t e l managers, c l u b mantigers and r e s t a u r a n t p r o p r i e t o r s .

However, t h e company s e e k i n g a c t i v e l y t o d e t e r m i n e

i ts m a r k e t i n g o r i e n t a t i o n problem a r e a s , and o p p o r t u n i t i e s w i t h

a viaw o f improving t h e company's marke t ing performances , d o e s

n o t know what t h i s i m p o r t r - ' ;roc? of p r o f e s s i o n a l s i n t h e

c a t e r i n g i n d u o t r y t h i n k about how premie r Brewery performs some

key m a r k e t i n g f u n c t i o n s - prodb:ts, p romot iona l a c t i v i t i e s a d

t h e o v e r a l l s e r v i c e s o f i ts d i s t r i b u t o r s t o t h e i r customers.

, (5' The O b j e c t i v e s i of tbe research the re fore are;

7. To e v a l u a t e m a r k e t i n g o r i e n t a t i o n o f P remie r Brewery p l c

based on t h e o p i n i o n s of t h e s p e c i f i e r s - a group o f

p r o f e s s i o n a l s i n c a t e r i n g i n d u s t r y i n t e rms o f t h e

performance o f t h e company's;

(a) p r o d u c t s

( b ) p r o ~ o t i o n a l a c t i v i t i e s and

( c ) t h e o v e r a l l s e r v i c e s o f i ts d i s t r i b u t o r s t o t h e i r

custoniers .

2. To come up yfith recornme~dations that ?re i3 line the

researcher's ob~ervations that prenlier breweries marketing orientation is inadequake.

The s t u d y was designed t o cover (5) five states through zoning for operational convenience. The s t a t e s are Anambra,

Imo, Enugu, Benue and Abia. In terms of subject coverage,

every aspects of t h e research as h i ~ h l . i ~ h t c d i n tFe s tudy

objectives were ful ly covered. The approach is empirical.

Relevant data based on the scope of the research were collected

t h r o u p h desk research and field survey with structured question-

m i r e as my main instrument, and administered among our respondents

nunbeyin? 158; which consist of (1 00) h o t e l managers, ( 3 0 ) club

rnanaTers and ( 2 8 ) restaurant p r o p r i e t o r s .

The questionnaire was well structured and open-ended where

necessary, It is in~p l ied here that the ques t i ons as as

t h respons2s a r e standardised t o facilitate compeerism of

respo?tscs and. to secure good control of thc qn~s.t_i.ons.

The questionnaire is designed to secure information

from t h e three (3) marketing areas of the company - product

awareness /qua l i ty , adequacy o f the company's promotional ....

activities and overall quality of the services hl' the company's

distributors to customers and suggestrbons for improvements,

A~nroprinte answers nere checked and marketinz orientation of

the compnny rated in t e r m of the company porformnce on t h e

key areas.

vi i

The researcher's r e s u l t s show among o t h e r t h i n g s

t h a t :

The m a j o r i t y of p r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y

such as h o t e l managers, c l u b managers and restaurant

p r o p r i a t o r s prefer Golden Guinea p roduc t t o o t h e r competing

beer b rands f o r r e a s o n s o f b e t t e r finishing taste , low

c o s t and ease of access.

The premier Brewery p l c O n i t s h a i a rated h ig4- -

by the catering p r o f e s s i o n a l s i n t e rms o f p r o d u c t i o n o f

high q u a l i t y beer _ b r . ~ - ' , . - .- - .. -

A l l p r o f e s s i o n a l s i n the c a t e r i n g i n d u s t r y c o n s i d e r e d

Premier Brewery promotion& a c t i v i t i e s adequate ,

The m a j o r i t y of t h e r e s p o n d e n t s c o n s i d e r e d the o v e r a l l

s e r v i c e s of premier Brewery d i s t r i b u t o r s t o t h e i r cus tomers

s a t i s f a c t o r y due mainly t o t h e i r q u i c k r e s p o n s e t o cus tomers

supp ly r e q u e s t s , g r a n t i n g of sales d i s c o u n t s , b u s i n e s s

hones ty and o c c a s i o n a l bonus awards t o t h e i r cus tomers ,

v i i i

CONCLUSION

Based on the above findings, we conclude that

Premier Brewery marketing orientation on those key performing

marketing functions are satisfactory, though it fa i led to

u t i l i s e some market oppor tun i t i e s due t o inadequate market

coverage, insufficient sa1.r- 1;: am3 adequate compensation. .. - -

TABLE OF CONTENTS

....................................... T i t l e page

Approval Shee t .................................... ....................................... Dedica t ion

.................................. Acknowledgement

Abstract ......................................... ................................... L i s t o f Tables

.................................. L i s t o f F i g u r e s

Focus of t h e Study .......................... Statement of the Problem .................... Research O b j e c t i v ~ ~ ......................... Formulation o f Ey;othesis ................... S i g n i f i c a n c e of t h e Study ................... Scope and L i m i t a t i o n or the s t u d y ........... References ..................................

CHAPTER TYO : HISTORICAL OVERVI EU OF .............. PREMIER BREUERIES PLC

References .................................. CHAPTER THREE: REVIEW OF RELATED LITERATURE .....

Marketing ~ r i e n t a t i o n / ~ o n c e p t ............... Customer s a t i s f a c t i o n ....................... S c i e n t i f i c P u r s u i t for p r o f i t a b l e Volwnt; .... I n t e g r a t i o n of ~ n d i v i d u a l s .................. E f f i c i e n c y Concept .......................... Concept o f Managerial E f f e c t i v e n e s s ......... Models o f Marketing E f f e c t i v e n e s s ...........

.............................. s o c i a l Factors

Reference Groups ............................ References ..................................

Page

CHAPTER FOUR : RESEARCH METHODOLOGY, DATA PRESENTATION AND ANALYSIS . . . . . . . .. 38

Resea rch Methodology ....................... 38

S t r u c t u r i n g t h e I n s t r u m e n t ..........,....... 38 Data P r e s e n t a t i o n and A n u l y s i s .............. 41

P e r c e n t a g e D i f f e r e n c e i n any o f t h e f o l l o w i n g Beer b r a n d s ........................w-....... 42 F a m i l i a r i t y w i t h t h e f o l l o w i n g P r e m i e r Brewery P r o d u c t s ............................ 46

A D e t e r m i n a t i o n o f whe the r o r n o t t h e y have s p e c i f i e d P remie r Beer and Malt f o r u s e i n e x e c u t i n g any s o c i a l f u n c t i o n ............... 47

The Companies t h a t manufac tu re h i g h quality b e e r and m a l t p r o d u c t s i n r a n k i n g o r d e r ..... 48

F a c t o r s C o n s i d = ~ e u u s a a v a n t a g e i n pu rchas ing /us in ; 5 e e r bramds ...........-.-... 49

~ w a r e n e s s / e x p o s u r e o f P remie r Brewery advertising/promotion~~ublicity . .w.. . . . . . . . . . 51 Opin iona a b o u t P r smie r Brewery p r o m o t i o n a l a c t i v i t i e s ................................... 52

Q u a l i t y R a t i n g of t h e Overall S e r v i c e s o f P remie r Brewery D i s t r i b u t o r s t o t h e i r c u ~ t o m e r s 52

Reasons for Q u a l i t y Rating o f t h e O v e r a l l S e r v i c e s o f P remie r Brewery ,... ..... ......... 53

S u g g e s t i o n s f o r ~ m p r o v i n g p remie r E r e u e r y p r o m o t i o n a l a c t i v i t i e s ....................... 53 Test o f H y p o t h e s i s ........................... 54

-

CHAPTER FIVE: RESULTS, CONCLUSION ANL . '. .

RECOMMENDATION ..................... 68

Company p r o d u c t s ............................. 68

p r o m o t i o n a l A c t i v i t i e s ....................... 71 s e r v i c e s or" i ts D i s t r i b u t o r s t o t h e i r cus tomers .................................... 73

Summary o f Results ........................... 77

cone lusion ~ e c o m m e n d a t i o n s ..........................

Bibliography ............................*......*. Appendix NO . 1 . Letter to each q u e s t i n n a i r e .....

xi

Page

79 79

81

83

x i i

L I S T OF TABLES

Page Turnove r on s a l e s ....................*..... 4

Return on i n v e s t m e n t ....................... 4

P e r c e n t a g e of t h e D i f f e r e n t Beer B r a n d s . . . . 43 s P e c i f i e r s / r e s p o n d e n t s r e a c t i o n s towards b r a n d popularity among b e e r p r o d u c t s ....... 44

The Beer brand t h e y would s p e c i f y among buyers/users of b e e r p r o d u c t s .............. 45

F a m i l i a r i t y wi th t h e f o l l o w i n g b e e r p r o d u c t s . 46 D e t e r m i n a t i o n o f whether o r n o t t h e y have eve r s p e c i f i e d premier beer and m a t f o r u s e i n e x e c u t i n g a n y social f u n c t i o n . . . . . . . 47

The t y p e o f P r e m i e r p r o d u c t s s p e c i f i e d ,..,, 48 The company thit locioufacture h i g h q u a l i t y beer i n ranking 3 r d ~ ...................... 49

Factors c o n s i d e r e d as advan tages i n purchasing Premie r b r a z d s .................. 5 0

~wareness/expoeurs t o promotional a c t i v i t i e s o f premier B r e w e r i e s as a p r o d u c e r o f b e e r .................................... 57 Brand p r e f e r e n c e and r e p e a t purchase . . . . . . . 52

The reason s p e c i f i e r s / b u y e r a would or would n o t c o n t i n u e t o buy their beer b r a n d s ...... 59 A d e t e r m i n a t i o n of p romot iona l a c t i v i t i e s heard/sean ..,...-.......,.....*............ 62

xiii

LIST OF FIGURES

Page

I. C r o s s - s e c t i o n a l o r min i o r g a n i s a t i o n a l

c h a r t of Premier Breweries P l c . ............ 1 6

2. The o r g a n i s a t i o n chart with customer

at the t o p ................................ 26

Evans and Barman (1990:3) d e f i n e d Marketing as a p r o c e s s

which i d e n t i f i e s , a n t i c i p a t e s and s a t i s f i e s cus tomer needs and

wants through concep t ion , promotion, mutual exchange and physical

d i s t r i b u t i o n of such economic g o o d s and s e r v i c e s , Conta ined i n

t h e above d e f i n i t i o n are both a concep t and s e r i e s of t e c h n i q d e s ,

The concept known as marke t ing o r i e n t a t i o n places t h e customer

i n t h e x o r e f r o a t of t h e c o r p o r a t e t h i n k i n g whi le t h e t e c h n i q u e s

permi t t h e concep t t o be s u c c e s s f u l l y , e f f i c i e n t l y and p r o f i t a b l y

implemented and evaluated.

I n marke t ing t h e r e f o r e , t h e focus i s on customer s a t i s f a c t i o n .

For wi thou t a t o t a l commitment to i t on t h e p a r t of t h e company,

t h e a p p l i c a t i o n of t h e market ing t e c h n i q u e s can have limited and

b r i e f e f f e c t , T h i s meant t h a t f o r a company t o remain s u c c e s s -

f u l l y i n b u s i n e s s , i t has t o c o n t i n u a l l y satisfy its customera.

~ h u s , i n o r d e r t o p r o f i t a b l y satisfy t h e customor a l l t h e t i m e ,

t h e d i r e c t i o n , t h e o r g a n i s a t i o n and t h e adequacy o f some key

market ing f u n c t i o n s o f t h e company, such ae t h e p roduc t , t h e

promot ional a c t i v i t i e s and t h e s e r v i c e s o f t h e company d i s t r i b u t o r s

t o t h e cus tomers should p e r i o d i c a l l y b e a u d i t e d . A p e r i o d i c

marketing a u d i t i n g promises b e n e f i t s f o r companies t h a t are i n

2

good c o r p o r a t e h e a l t h a& w e l l a s those t h a t are i n t r o u b l e .

No market ing o p e r a t i o n is ever 80 good t h a t i t canno t b e

improved upon.

Tho term marketing audit shou ld be r e s e r v e d f o r a

comprehensive o r h o r i z o n t a l a u d i t cowering t h e companyla

marketing environment, o b j e c t i v e s , s t r a t e g i e s , o r g a n i s a t i o n and

systems, Kotler e t a4 (7981:689). ~ n c o n t r a s t , a f u n c t i o n a l o r

v e r t i c a l a u d i t 8 o c c u r when management d e c i d e s t o take an i a d e p t

s t u d y i n t o some marketing f u n c t i o n s . For example, i f I were t h e

marketing manager of a company, I will l o o k t o my marke t ing

people all t h e time t o g i v e as answers t o such questions as:

HOW good is our s a l e s e f f o r t ? Uhere and how can we improve on it?

aad where a r e t h e areas where a l i t t l e work on improving o u r s e l v e s

i s likely t o pay o f f handsomely e.t.c. Answer t o t h e s e q u e s t i o n s

a p p l i e s t o bo th p u b l i c

The s t u d y focueee

and p r i v a t e enterprises.

. . - - . . .

FOCUS OF TAE STUDY

on functional audits of some key

marke t ing o r i e n t e d f u n c t i o n s of Premier Breweries P l c . The

study s h a l l draw s u b s t a n t i a l l y from t h e o p i n i o n 8 of some g roups

of p r o f e s s i o n a l s i n s o c i a l catering o r c a t e r i n g i n d u s t r y c o n s i s t i n g

o f h o t e l managers, c l u b managers and r e s t a u r a n t p r o p r i e t o r s ;

w i t h r e s p e c t t o how some key marke t ing o r i e n t e d f u n c t i o n s are

3

performed by t h e company. Premier Brewery produces brewing

p r o d u c t s which among o t h e r s i n c l u d e s ; Premier b e e r and m a l t .

The a v a i l a b i l i t y of other beer brands l i k e Golden

Guinear '133" expor t and p a l w i t h i n Anambra S t a t e a d i ndeed

t h e e n t i r e Nigerian market has made t h e accep tance o f o t h e r

b rands o f b e e r l i k e Premier b e e r brewed i n Anambra S t a t e v e r y

competa t ive . The problem is f u r t h e r compounded by t h e a v a i l a -

b i l i t y o f u e l l / o l d e r e s t a b l i s h e d bee r from o t h e r sta tes n o t a b l y ,

"Guider and S t a r " brands from Niger i an b r e w e r i e s Plc . I n most

c a s e s , consumere have tended t o measure t h e q u a l i t y o f o t h e r

brrnds of beer i n t e rms of how c l o s e they are i n s t o c k , exposure

t o and p e r c e p t i o n b y t h e s e group o f customers - The p r o f e s e i o n a l s

i n t h e c a t e r i n g i n d u s t r y , namely h o t e l managers, c l u b managers

and r e s t a u r a n t p r o p r i e t o r s . This is l a r g e l y because t h e

a v a i l a b i l i t y and p r e s e n t a t i o n of beer brands on deaand t o

consumers b y these group of p r o f e s s i o n a l s i n t h e catering

i n d u s t r y formed the y a r d s t i c k for p e r c e p t i o n , a c c e p t a n c e and

p r e f e r e n c e of p a r t i c u l a r b e e r brand t o mother. Hence, t h e

d e c i s i o n t o purchase such brewed p r o d u c t s :tend t o b e s i g n i f ica-ntly I

i n f l u e n c e d b y t h e group of p r o f e ~ s i o n a l s i n the c a t e r i n g i n d u s t r y

mentioned above.

Based on t h i s , premier b r e w e r i e s P l c was s e l e c t e d f o r

e v a l u a t i o n of its marke t ing o r i e n t a t i o n i n t e rms o f t h e performances

4

of i ts products, .promotional a c t i v i t i e s and s e r v i c e s t o

customers. The company's volume o f production is an annually

1.3 h e c t o l i t r e s of beer for sale,which i s presently in low

demand as shovn by t h e company*^ annual r e p o r t s below,

TABLE 1

TABLE 2

TUB NOVER (SALES ) PREMIER BREWERIES PLC

42.6 m i l l i o n

28.8 m i l l i o n

- . - . - - . . - -, 38 .2 -mi l l ion '

RETURN ON INVESTMENT PREMIER BREMlCRIs PLC

22.6 m i l l i o n 4 m i l l i o n 174% I

r

c a p i t a l Ehlployed- ' Net Pro f i t Rate o f Returns 1

. . ,7.9 % - . -. 1995 23.4 m i l l i o n . - 4.2 m i l l i o n " ' - I

19 93

Sources: Annual Report8 and Published Accounts.

19 m i l l i o n 5 .4 m i l l i o n 28 -4%

5

The company's annual r e p o r t s and a c c o u n t s o f 1994 and

1995 showed a sharp decline i n sales and r a t e o f r e t u r n from

42.6m i n 1993 t o 28.8111 and 38.2~1 i n 1994 and 1995 r e e p e c t i v e l y ;

whi l e r a t e of returns f e l l from 28.4% i n 1993 t o 17.7% and

17.996 i n 1994 and 1995 r e s p e c t i v e l y .

I n t h e l i g h t of the above s h o r t f a l l i n sales t r i g g e r e d ,

pe rhaps by c o m p e t i t i o n , Premier ~ r e u e r i e s p l c being i n t h e

brewery i n d u s t r y is n o t o n l y e x p e c t i n g iamediate p r o f i t s from

i t s o p e r a t i o n s b u t is c o n s t a n t l y s e a r c h i n g f o r an advantageous

marketing o r i e n t a t i o n p o s i t i o n w i t h i n i t s market areas.

T o surv ive i n a competa t ive market, dynamic brewers must real ise

t h a t i n a nixed economic system where t h e r e is free e n t e r p r i s e ,

t h e d i s c i p l i n e and e f f e c t i v e e v a l u a t i o n o f t h e market p l a c e

results i n the survival of t h e moat e f f i c i e n t member. The

i m p l i c a t i o n o f this is t h a t , f o r a company t o grow and s u r v i v e

o r even improve its market share; i t must embark on some form

of m o d i f i c a t i o n , e v a l u a t i o n and i n n o v a t i o n o f i t 6 marketing

o r i e n t a t i o n .

. - ,

STATEMENT OF THE PROELPI

premie r Brewer ies p l c produces beer which p r e s e n t l y

' faces s t i f f c o n p e t i t i o n b o t h w i t h i n and o u t s i d e t h e brewing

6

i n d u s t r y . Fur thermore , from t h e marke t ing o r i e n t a t i o n p o i n t

o f view the company's performance measured by growth o f s a l e e

and p r o f i t s are n o t q u i t e s a t i s f a c t o r y .

The company does n o t want t o s t a n d still i n view of t h e

f a c t t h a t l a c k of a p p r o p r i a t e market ing o r i e n t a t i o n and the

a t t e n d a n t low growth w i l l p u l l t he company t o new c h a l l e n g e s ,

l e a d s t o l o s s of e n t r e p r e n e u r a l managers and exposes i t t o

p o s s i b l e t e c h n o l o g i c a l obsolescence . The company s e e k i n g t o

r e v i t a l i s e its marke t ing o r i e n t a t i o n p o s i t i o n r e a l i s e e t h a t

g e n e r a l l y , i n some products such as d e t e r g e n t s and t o i l e t r o l l s ,

t h e consumer normal ly makes h i s c h o i c e and t h e d e c i s i o n t o

purchase is n o t i n f l u e n c e d by s p e c i f i e r s . But t h e company

Boon found o u t t h a t i n most a l c o h o l d i l u t e d p r o d u c t s such as

b e e r , malts and o t h e r s , the d e c i s i o n t o purchase t e n d s t o be

s i g n i f i c a n t l y i n f l u e n c e d by p r o f e s s i o n a l s i n s o c i a l c a t e r i n g

i n d u s t r y such as h o t e l managers, c lub 'managers and r e s t a u r a n t

p r o p r i e t o r s . However, Premier Brewery s e e k i n g a c t i v e l y t o

determine its marke t ing o r i e n t a t i o n problem areas, and

o p p o r t u n i t i e s w i t h a v i e w of improving cornpanyes marke t ing

performances does n o t know h 0 W these impor tan t c u s t o m e r . groups

of prof e s e i o n a l s i n t h e c a t e r i n g i n d u s t r y p e r c e i v e ' i d s

k e y market ing f u n c t i o n s .

7

s p e c i f i c a l l y t h e r e f o r e , i t has become necessary t o

de te rmine ;

If t h e m a j o r i t y o f ' p r o f e s s i o n a l s i n t h e c a t e r i n g

i n d u s t r y w i l l g e n e r a l l y p r e f e r premier beer.

How Premier Brewery P l c o n i t s h a is r a t e d by t h e c a t e r i n g

, professionals i n terms of p roduc t ion o f h i g h q u a l i t y beer.

If t h e p r o f e s s i o n a l s i n t h e catering i n d u s t r y consider

premier Brewery plc promot ional a c t i v i t i e s adequate.

If t h e p r o f e s s i o n a l e in t h e c a t e r i n g i n d u s t r y c o n s i d e r

t h e o v e r a l l s e r v i c e 6 of premier Brewery d i s t r i b u t o r s t o

t h e i r cus tomers s a t i s f a c t o r y .

. .

RESEARCH OBJECTIVES

The o b j e c t i v e of any market ing a c t i v i t y is t o i n f l u e n c e

or persuade cus tomers or consumers t o s e l e c t i ts produc t o r

s e r v i c e o r i d e a i n s t e a d o f o t h e r merchandise i n t h e same market .

The o b j e c t i v e s o f t h e study are therefore:-

i) To evaluate t h e marketing o r i e n t a t i o n o f p r e a i e r Brewery plc

based on the o p i n i o n s of t h e s p e c i f i e r s - a group of

professionals i n t he c a t e r i n g i n d u s t r y i n t e rms of the

performance o f i ts :

(a) p roduc t ;

8

( b ) e f f e c t i v e n e s s of i t s promotional a c t i v i t i e s ; a d

( c ) q u a l i t y of t h e overal l serv ice6 o f its distributors

to t h e i r customers in terms of quick r e s p o n s e t o

supp ly r e q u e s t s , b u s i n e s s h o n e s t y and g r a n t i n g o f

d i s c o u n t s .

ii) To come Lp w i t h recommendat ions t h a t are i n line with

t h e r e s e a r c h e r s o b s e r v a t i o n O l i inad.equaci.cs i n h c x r t I n prc::liep PLc. . - . -. - .... .

FORMULATION OF HYPOTHESES

The hypo thesea t o be t e s t e d - i n t h i s s t u d y are s t a t e d

1.

2.

3-

1;. The

The m a j o r i t y of prof a s s i o n a l s i n t h e . c a t e r i n g industry

g e n e r a l l y p r e f e r Golden Guinea b e e r t o Premier beer.

The q u a l i t y of Premier beer is rated high by the c a t e r i n g

p r o f e s s i o n a l s .

Prenier Brewery p r o m o t i o n a l a c t i v i t i e s a r e c o n s i d e r e d

a d e q u a t e by t h e p r o f e s s i o n a l s i n t h e c a t e r i n g industry.

n a j o r i t y of r e s p o n d e n t s do c o n s i d e r t h e o v e r a l l services

o f premier brewery d i s t r i b u t o r s t o t h e i r c u s t o m e r s

s a t i s f a c t o r y .

9 . . . - .

SIGNIFICANCE OF THE STUDY

Consequent upon t h e sharp d e c l i n e i n s a l e s growth as

shown b y t h e company@s annual r e p o r t , i n t e n s i f y i n g competition

bo th from w i t h i n and outside brewing industry, Premier Brewery

s e e k i n g a c t i v e l y t o g e n e r a t e marke t ing i n f o r m a t i o n t h a t would

l e a d t h e company t o immediate r e c o v e r y from t h e existing

marketing o r i e n t a t i o n slumber o r duldrum does n o t know what this

i m p o r t a n t group of p r o f e s s i o n a l s i n c a t e r i n g i n d u s t r y t h i n k

about how i t performs some key marke t ing functions of t h e

company i n r e l a t i o n t o other companies.

However, my f i e l d o f r e s e a r c h which is f u n c t i o n a l

a u d i t s o f some key marke t ing o r i e n t a t i o n f u n c t i o n s of Premier

Brewery plc is d i r e c t l y i n t h e pa th o f t h e c o m p m y * ~ problam.

The r e s e a r c h e r ' s o b s e r v a t i o n may r e s u l t i n recommendation t h a t

may l e a d t o major overhauling of t h e p r o d u c t , t h e p romot iona l

a c t i v i t i e s and s e r v i c e s of t h e company's d i s t r i b u t o r s t o the

customers. For example, i t may lead t o increased product

a c c e p t a b i l i t y and customer s a t i s f a c t i o n at a more r e a s o n a b l e

p r o f i t f o r t h e company.

It is hoped that this work w i l l make some c o n t r i b u t i o n s

t o e x i s t i n g knowledge and as b a s i s f o r future l i t e r a t u r e r ev iew,

and t h u s w i l l b e n e f i t t h e academic world.

SCOPE AND LIMITATIONS OF THE STUDY

The study covers f i r e ( 5 ) s t a t e s through zoning

for operational c o n v e n i e n c e , The states are Imo, Anambra,

Enugu, Benue and Abia. In terms o f subject coverage, every

a s p e c t of the study a s h ighl ighted i n the objective of the

study were covered.

I t is worthy to note that the study i s limited to

a group o f pro fe s s iona l s i n the cater ing industry such as

h o t e l managers, club managers and restaurant propr ie tors .

Therefore, the s tudy represent6 only t h e i r views. The views

of the d i s t r i b u t o r s , final consumers, independent purchasero

and local government o f f i c i a l s are however not represented.

The research a l s o res t s wi th in the conf ines of g e n e r a

a v a i l a b l e literature on p r o f i t oriented companies and the

functional marketing o r i e n t a t i o n ; and these agreably can make

a difference i n some of the f i n d i n g s .

REFERENC ES

Evans and Barman 1990: narketing Challenges in t h e aEe of tht p e o p l e

Hugo e t a1 1977:

Nau York.

Strategy and Oreanisation. T e s t and Cases in General Marketing. Richard 0. Incorporated Komewood Illinois.

Nnolim e t a1 1997: p r i n c i p l e . and Practice of Marketing Vol. I Jacob Claseic p u b l i s h e r s (Enugu 1.

P h i l i p Kotler 1981 : Marketing Mana~ement p r e n t i c e all New D e l h i .

CHAPTER TUO

HISTORICAL OVERVIEW AND BACKGROUND OF PHZMIYH BHEYEHIES PLC

As mentioned earlier, one pub l i c company - premier

Breweries p l c wae e e l e c t e d f o r eva lua t i on of i ts market ing

o r i e n t a t i o n i n terms of the performances of i ts produc ts ,

promotional a c t i v i t i e s and s e r v i c e s t o customers. The company

d a t e s back t o 1974 and is one of the o l d e s t public brewer ies i n

Nigeria,

Premier Breweries which has now gone p u b l i c was government

managed u p t i l 1995; t h e year covered by t h i e study. It was t h e

government of then Eas t Central S t a t e under Chief Ukpabi Asika

(hdminiatrator) t h a t conceived t h e idea of e e t a b l i e h i n g a new

brewery a t Onitsha. T h i s new brewery ehould b e an o f f shoo t o f

Golden Guinea breweri e6 Umuahia. However, on 12th January,

1976, as a r e s u l t of t h e c r e a t i o n of s t a t e s , an independent

company with t h e name, Premier Breweries Ltd was incorpora ted .

On 13th December, 1977, the f i r s t p i n t of beer f l oved

o u t of Premier Breweries , but t h e o f f i c i a l i naugu ra t i on of t h e

company took p l ace on 71th March, 1978. ~ h m compunyca c a p a c i t y

then vas 350,000 h e c t o l i t r e s which h a s r i s e n t o 1.3 m i l l i o n

h e c t o l i t r e s as a t of December, 7994.

7 3

PREMIER BREUERIES SHARE HOLDING MIX

premier Brewer ies Plc i s 80%- owned by Anambra and

Enugu State governments, while Niger ian Bank f o r Commerce

and ~ n d u s t r i e s (NBCI),and The ~ i g e r i a n ~ e v e l o p m e n t ~ a n k (NIDB),

each owns 10% of t h e shares.

FUTURE AND PROSPECT OF PREMIER BREUEBXES

The p r e s e n t s i z e and c a p a c i t y o f t h e brewery is t h e

optimum as a s i n g l e p l a n t , s o t h e r e are no immediate plans t o

expand at t h e p r e s e n t l o c a t i o n s , b u t the company's p r o d u c t s

are now fairely consumed nationwide. I t is clear t h a t it does

n o t a t present meet r e q u i r e m e n t s of t h e market i n t e rms o f

demand. T h i s c o n d i t i o n n o t w i t h s t a n d i n g , t h e accep tance of

t h i s product d i f f e r s i n t h e areas under ctudy.

The company has embarked upon the c o n s t r u c t i o n of

a new brewery at Enugu. The s i t e development ea r thworks and

f o u n d a t i o n f o r s t e e l s tructures have been completed a t the c o s t

of o v e r ~4 m i l l i o n . I t i s o n l y the government measures and

f o r e i g n exchange problem t h a t i s keeping back the work.

premier Brewer ies i n r e s p o n s e t o t h e F e d e r a l Government

t i m e - t a b l e and requ i rement f o r backward i n t e g r a t i o n and t o t a l

s u b s t i t u t i o n o f impor t ed raw material8 i n b e e r p r o d u c t i o n ,

14

have s u c c e s s f u l l y achieved 100$ l o c a l l y sourced b e e r .

The new b e e r has the brand name - W a s t e r Lager Beer".

This brand was commissioned and o f f i c i a l l y launched i n O n i t s h a

on December, 1986. The Company h a s a l s o added t o its cap a

non-a lcoho l i c malt drink - wrnulti malt'l. T h i s was launched

i n 1990,

Premier Brewery has a l s o a n o t h e r s u b s i d i a r y WPREM BREW!@

Farms Limited. The Company is charged w i t h r e s p o n s i b i l i t y o f

producing l o c a l raw m a t e r i a l s used i n b e e r p roduc t ion .

Premier Brewer ies i n p a r t n e r s h i p wi th o t h e r concern h a s s e t

up another company known as West A f r i c a n H a l t i n g Company Limited.

I n t h e a r e a of packaging, t h e E a s t e r n p l a s t i c 8 L imi ted , a n o t h e r

s u b s i d i a r y of premier Brewer ies s e e s t o t h i s problem and a l s o

gene ra t e r evenue t o t h e company from s e r v i c e s r e n d e r e d t o o t h e r

o r g a n i s a t i o n s and t h e p u b l i c .

. . . . . - . .. .

BUSINESS STRUCTURE O F PREMIER BREWERIES PLC

From t h e d e t a i l s given so far, it is evident t h a t t h a

s u c c e s s o f any brewery depends p a r t l y on how e f f e c t i v e l y

management o p e r a t e s , s a t i s f i e s its cus tomers and manages i ts

physical d i s t r i b u t i o n .

Premier brewery has seven member board o f d i r e c t o r s

i n c l u d i n g a chairman, and all a r e Niger i ans , From the

15

organisa t ion c h a r t , t h e G e n e r a l Manager has unde r him t h e

AGM ( T e c h n i c a l ) , t h e AGM ( commerc ia l ) , t h e I n t e r n a l Aud i t

Hwvger and t h e pub1,ic ~ e l a t i o n / ~ d v e r t Manager, For t h e

pu rpose of t h e s t u d y , t h e r e s e a r c h e r w i l l c o n c e n t r a t e on t h e

a c t i v i t i e s o f AGH (Commercial).

The AGM (Commercial) hae under him t h e N a t i o n a l Sales

Hanager, The D i s t r i b u t i o n Manager, The Chief Accoun tan t ,

the A d m i n i s t r a t i o n Manager and t h e P e r s o n n e l Manager. The

r e s e a r c h is mostly conce rned v i t h what happens i n t h e d e p a r t m e n t 6

of t h e N a t i o n a l S a l e s Manager and t h e D i s t r i b u t i o n Manager.

The two department6 e n s u r e s t h a t demand and s u p p l y at a l l t i m e s

balances. While t h e National S a l e s o f f i c e canvasses f o r sales,

t h e D i s t r i b u t i o n o f f i c e m a i n t a i n s t h e i n v e n t o r y l e v e l at a l l

d e p o t s .

FIGURE I

CROSS-SECTIONAL-OR N I X . - O 2 G A N I SATIONAL CHART OF P R r n I E B BBrdEBIES PLC

- - Board of -Directors - -

f'

I

General Manager - ~ o m p a n y

I r I

77

Premier Brewer ies P l c makes use of a l l e x i s t i n g

channels of d i s t r i b u t i o n , I t e n s u r e s t h a t t h e v a r i o u s s u p p l y

p o i n t 6 ( d e p o t s ) , r a r e l y r u n s o u t of t h e p roduc t s , For in t i t ance ,

Premier Brewery m a i n t a i n s direct l i n k w i t h t he b i g time cus tomers

l i k e hotels, clubs, r e s t a u r a n t s and i n s t i t u t i o n s . ~t depo t s , i t

sales d i r e c t l y t o consumers too , A t places like :Maiduguri, i t

a p p o i n t s d i s t r i b u t o r s a t these l o c a t i o n s .

DEVELOPMEXI! AND GROWTH OF THE BREWERY INDUSTRY .

The b e e r i n d u s t r y is t h e l e a d i n g s u b s e c t o r i n t h e N i g e r i a n

economy r e g a r d l e s s o f t h e p r e s e n t depressed s t a t e of t h e economy,

The f i r s t brewery i n Nigeria is t h e Nigerian Brewer ies P l c (NBL)

e s t a b l i s h e d i n Lagos in 1949. S i n c e t h e n , t h e b e e r i n d u s t r y has

recorded a s t o n i s h i n g growth and i n t h e l a s t 73 yeara,this p o w t h

has been q u i t e phenomenal.

A su rvey by b u s i n e s s t imes , 1985 p u t t h e number of

o p e r a t i o n a l Breweries i n Nigeria at 320. However as at January,

7994, t h e t o t a l number o f b r e w e r i e s approved by t h e Federal

ini is try of Commerce and I n d u s t r i e s is 50 out of v h i c h 39 a r e

operational having been l i c e n s e d f o r p roduc t ion .

The F e d e r a l O f f i c e of s t a t i s t i c s f i g u r e s f o r 1978, put

t h e number of o p e r a t i o n a l Breweries a t 12, When the figures

(1978 and 1994) f o r operational b r e v e r i e e are compared we get

78

a growth r a t e o f a p p r o x i m a t e l y 325%. T h i s is c e r t a i n l y a

s i g n i f i c a n t i n d u s t r i a l g rowth t r e n d . I t is i n t e r e s t i n g t o n o t e

however, t h a t t h i s h i g h growth r a t e i n t h e Brewery i n d u e t r y i s

at v a r i a n c e with t h e d i r e c t i o n and growth r a t e of t h e economy i n

which t h e brewery i n d u s t r y o p e r a t e s ,

F o r most i n d u s t r i e s , p a r t i c u l a r l y i n t h e m a n u f a c t u r i n g

s e c t o r o f t h e economy, mounting problems of acute s h o r t a g e rf

raw materials and its a t t e n d a n t d e c l i n i n g p r o d u c t i v i t y and h i g h

l a b o u r t u r n o v e r have r e s u l t e d t o f a l l i n g p r o f i t , T h i s d o e s n o t

a p p l y t o t h e b rewery i n d u s t r y .

A number o f r e a s o n s have been advanced t o e x p l a i n t h i s

h i g h growth r a t e i n t h e brewery i n d u s t r y . Among t h e s e r e a s o n s

is t h e F e d e r a l Government ban on t h e i m p o r t a t i o n o f b e e r i n t o

t h e c o u n t r y i n 1978. P r i o r t o t h i s t i m e impor t ed b e e r b r a n d

accoun ted f o r abou t 50 p e r c e n t of t h e t o t a l s u p p l y o f t h e

commodity i n t h e coun t ry . Thus, f o l l o w i n g t h e ban on beer

i m p o r t a t i o n , b o t h s t a t e governments and private i n v e s t o r s moved

i n t o t h e brewery i n d u s t r y t o t a k e advan tage o f t h e ban,

perhaps, the s i n g l e moat i m p o r t a n t r e a s o n f o r t h e

s p e c t a c u l a r growth of t h e i n d u s t r y is t h e a t t r a c t i v e profit

e a r n i n g s . A t a time o t h e r sectors o f t h e economy a r e f i n d i n g

i t v e r y d i f f i c u l t t o break-even , b r e w e r i e s t i re making f a b u l o u s

annual g r o s s p r o f i t 6 . The e f f e c t of t h i s was t u o f o l d ;

79

f i r s t i t enabled t h e e x i s t i n g breweries to expand t h e i r

product ion c a p a c i t y . Secondly , i t attracted s o l v e n t N i g e r i a n s

i n t o investing i n t h e industry.

REFERENCES

Azubuike Chike, 1986:

Nduka Nwosu, 1984:

Ndu Ughaamadu, 1985:

premier Scope, 1985:

Facts bout premier Breweries i n Brochure For 1st premier Breueriab Hard Court sane t ioned International Lawn Tennis Cham- p i o n s h i p , p u b l i c Re la t ions Department of premier Breweries Plc

Growth of Beer Indus try and The Averane ~inerian

The Thriv ina Indus try i n a Recess ionary niger-ia. ~usiness ~ i r n e e , February 11,

House Journal of Premier ~ r e w e r i e s P ~ C . vok. I. NO. 18, . -

I8 October - December.

CHAPTER THREE

TIfE REVIElrl OF RELATED LITERATURE

The c o n t i n u o u ~ strive b y marketing t o s y n c h r o n i s s

what w e i g h t s s h o u l d be g i v e n t o t h e i n t e r e s t s of t h e o r g a n i s a t i o n ,

t h e cus tomer m d t h e s o c i e t y at p r o f i t s u p e r i m ~ o s e s m a r k e t i n g

management above e v e r y o t h e r concep t o f marke t ing .

Marke t ing o r i e n t a t i o n c o n c e p t m o n g o t h e r c o n c e p t s is

subsumed i n n ~ a r k e t i n g management.

Marke t ing mantigement o n t h e o t h e r hand, o c c u r s i n an

o r g a n i s a t i o n i n c o n n e c t i o n w i t h any o f its markets - cus tomer

m a r k e t , money marke t , l a b o u r marke t and m a t e r i a l t i marke t .

T r a d i t i o n a l l y , m a r k e t i n g management is h i s t o r i c a l l y i d e n t i f i e d

with t a s k s and p e r s o n a l d e a l i n g w i t h t h e cus tomer .

Thus, m a r k e t i n g management i s t h e a n a l y s i s , p l a n n i n g ,

implementation and c o n t r o l l i n g c o n c e p t i o n s , p r i c i n g , promot ion

and d i s t r i b u t i o n o f goods, s e r v i c e s and ideas t o create exchange

outcomes with larger groups that s a t i s f i e s cus tomer and

o r g a n i s a t i o n s 1 g o a l ; i t r e l i e s h e a v i l y on d e s i g n i n g t h e

o r t : a n i s a t i o n s o f f e r i n g s t o c u s t o m e r s i n t e r m s of n e e d s and

I n accompl i sh ing t h i s o b j e c t i v e , each o r g a n i s a t i o n

n e e d s t o r e u s c e s s p e r i o d i c a l l y i t s m a r k e t i n g o r i e n t a t i o n and

2 2

management e f f e c t i v e n e s s through a c o n t r o l ins t rument known

as t h e marketing auditing. F u n c t i o n a l u p d a t i n g and a u d i t i n g

have rerirained i q o r t ant f i e l d of study t h r o u g h o u t the world

bccuuzz no rnmketlrig uani lC;?loent /or ient i~t ior i i s ever so good

that i t cannot be irnyroved. The p r o d u c t rqix o f a cotnrjany is

the d i r e c t r e s p o n s i b i l i t y o f t o p uansgement.

Top cwnagernent must p e r i o d i c a l l y review whether current

mix o f p roduc t l i n e s r e ~ r e a e n t s n good balance i n t e r m s of

customer s e t i s f h c t i o n , future sale^ growth , s a l e s s t a b i l i t y

snd l r o f i t a b i l i t y . Narkets are c o n t i n u o u s l y changing in their

n e e d s and preferenccr;; competitors keep e n t e r i n g and a l t e r i n g

~ 4 - j t h the i r n ~ s k e t i r r g c t r a t eg i e t ; and the envi ronment k e e p

changing . Some of the lines h i l l just b e i n g t o show a p r o f i t ,

o t h e r s w i l l c o n t i n u c t o show good p r o f i t s and s t i l l o t h e r s

wi 11 be t r a i l l i n g bchind.

Consequent upon t h e r a p i d chrmgea i n the m a r k e t i n g

envi ronment , i t i c a sound marketing p r a c t i c e f o r each company

t o be market ing o r i e n t e d i m p l i e d i n t h e e f f i c i e n t markc-ting

management.

kccording to M s r t i n Divore (NIM. 1984:20) good marketing

manogcnent 2nd o r i e n t a t i o n would p - e v e n t t h e dea th o f uany

kublic and p r i v a t e cornpnies as w e l l u s reduce t h e management

2 3

b u r d e n of t h e government companies. He conc luded t h a t e v e r y

good m a r k e t i n g manager shou ld have i n q u i s i t i v e mind, a b l e t o

c h ~ n g e tnese ~ituations, a p p r e c i a t e d i f f e r e n c e s and s e l l e c t

patterns o f u a k e t i n g t o meet needs and r e w a r d s of each c u & t o u e r /

u a r i t r t ~ i t u a t i o n .

i n the words of Hichhel P o r t = r ( l$lb0:1), e v e r y company

c o u p e t i n g i n kin industry must have c o m p e t i t i v e m d r k e t i n g

s t r a t e g y . He &so stated that market ing s t r a t e g y cou ld b e

d e v l l o p e d e x p l i c i t l y o r l r n p l i c i t l y . Explicitly, t h rough

c o n s c i o u s p l a n n i n g p r o c e s s o r i i a p l i c i t l y t h r a u g h t h e a c t i v i t i e s

of v u i o u s f u n c t i o n a l depar tments of t h e coupany. H e b e l i e v e s

t ha t t h e f o u n d a t i o n of d e v e l o p i n g c o m p e t i t i v e market ing s t r a t e g y

i b b u i l t on t h e a n a l y o i s o f t h e i n d u s t r i a l s t r u c t u r e a d cowpe t i -

t i o n s . Pnat t h e essence of deve lop ing c o m p e t i t i v e m a r k e t i n g

s t r a t e g y is t o r e l a t e a company t o i t s environment.

He ciescribed conrpet i t ivc- m a r k e t i n g t i t r ~ t e g y ~ L G t a k i n g

o f f e n s i v e o r d e f e n s i v e a c t i o n to create a d e f e n d a b l e p o s i t i o n

i n an i n d u s t r y and t o be ahead o f other c o m p e t i t o r s a l l the

tirne. 'Three mai -~e t ing manageaersts are r ecouiuended :for s o l u t i o n

nane1y:-

j a) ~ v e i - d l i c o s r lehdership through c o n t i n g e n c y d i v e r s i f i c a t i o n

and i n t e g r a t i o n a 2 p r o ~ c h .

(b) p r o d u c t / s e r v i c e d i f f e r e n t i a t i o n w i t h t h e i n d u s t r y

and focus on p a r t i c u l a r c u s t o n e r / b u y e r group, segment

of p roduc t l i n e and geographic market.

( c ) Course of a c t i o n d e s i g n e d t o o p t i m i s e future profit

o v e r a series of y e a r s by d e p l o y i n g l i m i t e d r e a o u r c r s

i n s c h a n g i n g envi ronment i n t h e face of increasing

c o m p e t i t i o n i n t h e p u r s u i t of certa in marketing g o a l s

e n s h r i n e d in ~ t r a t e g i c planning.

MARKETING O H I E ~ A T I O N / C O NCEPT .

B e r r y (1970:10) i n an a t t e m p t t o express i n a b s o l u t e

term the s u b s t a n c e of the o r g a n i s a t i o n a l p h i l o s o p h y known as

m a r k e t i n g management c o n c e p t s t a t e s t h a t f o u r basic and

u l t i m a t e o r g a n i s a t i o n a l o b j e c t i v e s e p i t o m i s e t h e m a r k e t i n g

orientation concept : -

(i) C u s t o a e r o r i e n t a t i o n in a l l a s p e c t s of o r g a n i s a t i o n and o p e r a t i o n s ;

(ii) Scientific pursuit of p r o f i t a b l e vo luue;

( i i i ) I n t e g r a t i o n of efforts toward common goa l s ;

( i v ) And social r e s p o n s i b i l i t y in decision making-

This t akes i n t o a c c o u n t l o n g tern effects of m a r k e t i n g

a c t i v i t i e s on t h e s o c i e t y - p o l l u t i o n , waste or r e sou rce s e t c .

Marke t ing o r i e n t e d company s h o u l d consider the s o c i a l inplication

of the zomgany, a i n c e k t i s quite p o s ~ i b l o f o r a coaFang to

s k t i ~ f y i ts cus tomers and be i r r e s p o n s i b l e t o t h e b r o a d e r

s o c i e t y a t t h e same tinie.

The company's s o c i a l r e s p o n e i b i l i t y must b e q u i t e

c o m p a t i b l e w i t h t h e m a r k e t i n g c o n c e p t / o r i e n t a t i o n - The k e y

t o t h i s c o m p a t i b i l i t y l i e s i n t h e e f f e c t i v e n e s s of m a r k e t i n g

o r i e n t a t i o n t o g e n e r a t e p r o f i t f o r t h e companycs v a r i o u s

r e s p o n s i b i l i t i e s ,

~ h u s , m a r k e t i n g o r i e n t a t i o n is cus tomer s a t i s f a c t i o n

a t a p r o f i t a b l e volum i n an i n t e g r a t e d , e f f i c i e n t framework

and i n a s o c i a l l y r e t i p o n s i b l e manner.

s c h a l l e n b e r g e r and Bossemmn ( 1978 : 2 ) f o c u s i n g o n

p r o f i t a b l e s t r a t e g y defined market in2 o r i e n t a t i o n as a

c o n t i n u o u s process of e f f e c t i v e l y r e l a t i n e the o r g a n i s a t i o n n l

o b j e c t i v e s and r e s o u r c e s t o t h e o p p o r t u n i t i e s i n t he envi ronment .

They are o f t h e view t h a t i n d e v e l o p i n g m a r k e t i n g management

t j trategy , t h e o b j e c t i v e s of t h e commercial o r g a n i s a t i o n s among

which i s p r o f i t t h r o u g h marketing o r i e n t a t i o n h a s t o be taken

into c o n s i d e r a t i o n s ; t h e f i n a n c i a l s o c i o - p o l i t i c a l influences,

t h e resources of t h e o r g a n i s a t i o n and marketing o p p o r t u n i t i e s

available a r e important i n marketing managemen t.

The key p o i n t o f t he se p h i l o s o p h i e s is t h a t t he

r e s p o n s i b l e s a t i s f a c t i o n o f t h e cus tomer need i s t h e economic

and s o c i a l j u s t i f i c a t i o n f o r t h e f i r i ngs e x i s t e n c e ; t h a t i n t h a t

final a n a l y s i s , it i s custoner who makes the economic sys t em

f u n c t i o n , and i n a v o l a t i l e and competitive buyers market,

s i g n i f i c a n t r e s 0 u r c . e ~ i n the organiaat i o n must be m o b i l i s e d

toward determining and then s a t i s f y i n g the customer need a t

a p r o f i t . The importance of customer is i l l u s t r a t e d in the

o r g a n i s a t l o n a l Chart below:-

Figure 2

The o r g a n i s a t i o n Chart w i t h the Customer a t t h e Top

\ Middle //

Management / '\

P h i l i p K o t l e r , (1997:23) w h i l e e x p l a i n i n g t h e

O r g a n i e a t ~ o a a l C h u t b t l l l b e l i e v e t h a t customer i s the key

t o p r o f i t a b i l i t y and t h a t t h e l e v e l of marke t ing o r i e n t e d

company's performance can b e measured by t h e m o u n t o f p r o f i t

g e n e r a t e d through customer s a t i s f a c t i o n .

Thus, a t t h e t o p of t h e o r g a n i s a t i o n a r e customers.

Next i n impor tance a r e t h e f r o n t - l i n e peop le who meet, s e r v e

and s a t i ~ f y t h e customers. Under them a re t h e m i d d l e managers

whose job is t o s u p p o r t t h e f r o n t - l i n e peop le s o t h e y can

s e r v e the cus tomers w e l l ; and f i n a l l y , a t the base is t o p

maagement who s u p p o r t s t h e middle managers so that they can

s u p p o r t t h e f r o n t l i n e p e o p l e who make t h e d i f f e r e n c e i n o r d e r

t o make customers f e e l s a t i s f i e d w i t h t h e company.

Customers are added along the s i d e s of t h e f igure

t o i n d i c a t e t h a t all the managers i n t h e company are p e r s o n a l l y

i n v o l v e d i n knowing, meeting and s e r v i n g cus tomers via i n t e g r a t e /

c o o r d i n a t e marke t ing management.

According t o Drucker (1964;82), t h e customer is the

business, t h e r e f o r e , i t is n o t on ly important for o r g a n i s a t i o n s

t o do t h i n g s r i g h t , i t is a l s o impor tan t f o r o r g a n i s a t i o n e t o

f i n d t h e r i g h t t h i n g s t o do. Tha t is, i t is impor tan t t o maximise

o p p o r t u n i t y which l e a d s t o p r o f i t and t o a l l o c a t e p r e c i o u s

resource8 on e x p l o i t i n g o p p o r t u n i t i e s r a t h e r than s o l e l y s o l v i n g I

problems.

28

Murvay (1975:73) is of t h e view t h a t b o t h s c h o l a r s

and p rac ti t i m e r s ,must p e r c e i v e m a r k e t i n g management as a

generic process which has a m a r k e t i n g o r i e n t a t i o n u n i v e r s a l

i m p l i c a t i o n , that new body o f l i t e r a t u r e h a s developed around

t h e a s sumpt ion t h a t b o t h p r o f i t o r i e n t e d p r i v a t e and p u b l i c

companies management have much t o share . Also marketing

o r i e n t a t i o n e n t a i l s information management i n v o l v i n g how

c o r p o r a t e maaagement orders t h e flow of i n f o r m a t i o n within

i t , from the o p e r a t i o n l e v e l of top management and back, as

w e l l as w i t h it6 environment .

These suggest t h a t marketing o r i e n t a t i o n i s p r e d i c a t e d

on t h e c o n v i c t i o n t h a t m m y of t h c most c r i t i c a l c h d l e n g c e

now f a c i n g firms are challenges o f m a r k e t i n g management;

produc ing important m a r k e t s rather than goods o r s e r v i c e s ;

of selling p r o d u c t s r a t h e r t h a n making them. Berry (1994:11)

under the m a r k e t i n g o r i e n t a t i o n concept, t h e p r i n c i p l e role

f o r t h e f i r m ' s management becomes t h a t o f Whange maker",

i n n o v a t o r , d o e r i n c o n t i n u o u s s e a r c h f o r new p r o d u c t 8 for new

u s e s , f o r o l d p r o d u c t s f o r new m a r k e t s and new market segments .

CUSTOMER SATISFACTION

A r e l e v a n t c r i t e r i o n f o r business success i n terms

o f p r o f i t a b i l i t y is very o f t e n the repeat sale to a customer

r a t h e r t h a n t h e i n i t i a l one. C l e v e r a d v e r t i s i n s may i n d u c e

a consumer t o buy a product or a se rv ice for t h e f i r s t t i m e ,

b u t s a t i s f a c t i o n must r e s u l t i f h e is t o be inclined t o want

t o buy that product o r s e r v i c e aga in . Fur thermore , K o t l e r

noted t h a t satisfied customers o f t e n become unpaid salesmen

f o r the p r o a u c t o r t h e o r g a n i s a t i o n i n q u e s t i o n w i t h r e f e r e n c e

t o friends and a s s o c i a t e s . What i s i m p o r t a n t a c c o r d i n g t o

Mcki te r i ck (1957;82) i s n o t f o r marketer8 t o be s k i l f u l i n

making t h e customer t o do what s u i t s t h e i n t e r e s t or

convenience of t h e f i r m , b u t t o be s k i l f u l i n induc ing t h e

f i r m t o do what s u i t s t h e i n t e r e s t of t h e customer, I n e s s e n c e ,

t h e customer o b j e c t i v e of t h e market ing concep t s t r e s s e e t he

importance t o t h e o r g a n i s a t i o n f o r t h e marke t ing o f what p e o p l e

want t o buy r a t h e r t h a n merely what i t wants t o s e l l a t p r o f i t .

SCIENTIFIC PURSUIT OF PROFITABLE VOLUME

p r o f i t i s by no means a new o b j e c t i v e under t h e

market ing o r i e n t a t i o n concept rather, t h e s t r e s s on t h e use

of s c i e n t i f i c t o o l s t o pursue t h e p r o f i t o b j e c t i v e as a yard-

s t i c k of assessing marketing o r i e n t e d companies' performance

i s new. Thus, t h e market ing concept as i t p e r t a i n s t o t h e

p r o f i t o b j e c t i v e concerns making money n o t j u ~ t making s a l e s ,

creat ing p r o f i t a b l e volume, n o t just volume.

K o t l e r went on t o s t a t e t h a t f o r m a r k e t i n g o r i e n t e d

c o n c e r n s , t h e p u r s u i t o f p r o f i t through c u s t o m e r s * s a t i s f a c t i o n

i s o f t e n c h a r a c t e r i s e d b y t h e u s e o f o p e r a t i o n s r e s e a r c h

t e c h n o l o g y and computer based i n f o r m a t i o n system, by

s o p h i s t i c a t e d c o s t a c c o u n t i n g and p r o f i t c e n t r e analysis.

Hence, l o n g te rm p r o f i t a b i l i t y g o e s hand i n hand with cus tomer

s a t i s f a c t i o n th rough p rope r management of marketing a c t i v i t i e s .

I N T E G R A T I O N OF I N D I V I D U A L S

When a number o f i n d i v i d u a l s must work t o g e t h e r ,

i n t e g r a t i o n o r c o o r d i n a t i o n becomes s i g n i f i c a n t . T h e e x t e n t

t o which c o o r d i n a t i o n p roduces a u n i t e d e f f o r t is an i m p o r t a n t

e lement o f e f f i c i e n c y i n r u n n i n g an o r g a n i s a t i o n - S t i l l e t a1

( 1969: 12)-

T h e i n t e g r a t i o n and c o n t r o l o f a l l management a c t i v i t i e s

must be i n such a way as t o achieve t h e s e t o b j e c t i v e s o f t h e

customer, company and s o c i e t y ' s mu tua l benefit. C o o r d i n a t e d

marke t ing t h e r e f o r e , i n v o l v e s two t h i n g s . First, t h e v a r i o u s

marke t ing f u n c t i o n s - sales f o r c e , a d v e r t i s i n g , product

management, marke t ing r e s e a r c h and s o on m u s t be c o o r d i n a t e d

among themselves.

Second ly , rntirketing m u s t be well c o o r d i n a t e d with t h e

o t h e r company depa r tmen t s . H a r k e t i n g d o e s n o t work when i t

i s merely a department, i t o n l y works when all employees

a p p r e c i a t e t h e impac t they have on cus tomer s a t i s f a c t i o n .

G e n e r a l l y , marke t ing o r i e n t a t i o n as a c o n c e p t embraces

t h e u n d e r l y i n g premises:-

i >

ii)

i i i )

i v )

T h a t o r g i i n i s a t i o n r e c o g n i s e s i ts m i s s i o n i n t e r m s

o f s a t i s f y i n g a d e f i n e d s e t o f want6 af a d e f i n e d

g r o u p of cus tomers .

R e c o g n i t i o n t h a t s a t i s f y i n g want r e q u i r e s a n a c t u a l

program o f m a r k e t i n g r e s e a r c h t o l e a r n of t h e s e wants .

The o r g a n i s a t i o n r e c o g n i s i n g t h a t all cus tomer i m p i n g i n g

company a c t i v i t i e s must be placed unde r i n t e g r a t e d

m a r k e t i n g c o n t r o l ; and

That t h e o r g a n i s a t i o n b e l i e v e s t h a t doing a good j o b

of satisfying customers wins t h e i r loyalty r e p e a t

business; a l l of these b e i n g c r u c i a l i n s a t i s f y i n g t h e

o r g a n i s a t i o n ' s g o a l s ( p r o f i t ) .

EFFICIENCY CONCEPT

Lan et a1 ( 1971;94) noted t h a t economic c f f i c i e n c y

i s an e l u s i v e concept i n which the economist , r n m engineer,

t h e marke te r and t h e p o l i c y maker a l l have g r e a t F + r , stakes.

The c o a t a c c o u n t a n t f o r example, uses t h e ratio G ' standard

c o s t s - t o - a c t u a l p e r c e n t t o measure p r o d u c t i v e e f f i . : i e n c y .

Hongren (1972: 186-226) an e n g i n e e r describe8 t i e

e f f i c i e n c y of h i s machine by t h z r e l a t i o n of outpu

t h e o r i t i c a l c a p a c i t y p e r c e n t .

The a u t h o r n o t e d t h a t t h e economic e f f i c i e n c y o f a n

i n d u s t r y can be, d i v i d e d i n t o two c a t e g o r i e s - " p r i c e

ef f i c i ency ' t and " t e c h n i c a l e f f i c i e n c y ~ ~ . The former measu res

a f i r m s s u c c e s s i n choos ing a n o p t i m a l s e t o f i n p u t s while

t h e l a t e r measures i ts s u c c e s s i n p r o d u c i n g maximum o u t p u t

f rom a given s e t o f i n p u t s t o s a t i s f y cus tomers . F u r t h e r m o r e ,

h e a s s e r t e d t h a t once t h e word I(economic" i s d ropped ,

e f f i c i e n c y becomes a r a t h e r nobu lous c o n c e p t meaning o n l y

s u c c e s s in a c h i e v i n g planned o b j e c t i v e s .

CONCEPT OF MANAGERIAL EFFECTIVENESS

Can t inuous e f f o r t s t o improve t h e e f f e c t i v e n e s s of

marketing managers is a p r e r e q u i s i t e t o e n s u r e improvements

i n the marketing e f f e c t i v e n e s s of an o r g u n i s a t i o n . NO

o r g a n i s a t i o n w i l l be a c c e p t i n g t he status quo w i t h o u t t h i s ,

Campbel e t a 1 d e f i n e d i t as a s e t of m a n a g e r i a l a c t i o n s

t h a t are o p t i m a l f o r i d e n t i f y i n g , a s s i m i l a t i n g and u t i l i s i n g

i n t e r n a l and e x t e r n a l r e s o u r c e s w i t h t h e a i m of s u s t a i n i n g

a n d s a t i s f y i n g t h e f u n c t i o n i n g o f t h e u n i t f o r which t h e

mmager i s r e s p o n s i b l e .

~ k d i n (19?0:3) sees t he concept as t h e e x t e n t t o which

a manager a c h i e v e s t h e o u t p u t r e q u i r e m e n t s of his p o s i t i o n - what h e ach ieved with o r g a n i s e d m a r k e t i n g o r i e n t a t i o n rather

33

than what he does. A 1 1 t h e above d e f i n i t i o n s c o n t a i n key

e l e m e n t s - T h e reeult o f marke t ing o r i o n t a t i o n a ? p l i c a t i o n ,

o r g a n i s a t i o n a l o b j ec t i v e s and manager id ac t ion . The b a s i c

o b j e c t i v e l i e t i i n what t h e mantlgur d o e s rurd n o t what he

produces . E f f o r t s t o measure t h e d e g r e e of e f f e c t i v e n e s s

depend on c l e a r o p e r a t i o n a l d e f i n i t i o n s . Not every o n e

agrees t h a t e f f e c t i v r n e s s can be o b j e c t i v e l y measured , b u t

s u b j e c t i v e e v a l u a t i o n r are aude dl t h e t ime by relating i t t o

the g o d s of t h e o r g a n i s a t i o n .

MODELS OF H A R K G T I NG EFFECTIVENESS

In t h e p e s t brewing i n d u s t r i e s p a r t i c u l a r l y beer and

mult were n o t c o m p e t i t i v e , c o n s e q u e n t l y , t h e urge f o r a roa rkc t ing

o r i e n t u t i o n uas n o t t h e r e . Nou that t he number of companies

within t h e i n d u s t r y and i n f l a t i o n r a t e s a r e i n c r e a s i n g , m w k e t i n g

e f f e c t i v e n e s s requires renewed emphasis. T h i s suggest t h a t a

ctudy o f u r u k a t i n g e f f ac t ivunuu t r a f Pruraior B r e w u r y Pic i n r u l u t i o n

t o t h a t o f G o l d e n Guinea - Plc f o r e x u p l e ~ P o u l d t a k e a l o o k

a t some models of marketing e f f e c t i v e n e s s . The models i n thia

regard &re marketing e f f e c t i v e n e s s r a t i n g , r ev i ew and m a r k e t i n g

u u d i t - ( ~ o t l e r and T u r n e r s u o d s l s ) .

I n h t t empt t o t e a c h marketing e x e c u t i v e s on how t o

t e l l whe ther an o r g a n i s a t i o n u n d e r s t a d s and p r a c t i c e s marketing,

K o t l e r e t a1 (1977:25-45) s t a t e d t h a t companies and

d i v i s i o n s s h o u l d c o n s i d e r u n d e r t a k i n g u m o r e comprehens ive

and thorough s t u d y known as a m a r k e t i n g a u d i t if m a r k e t i n g

e f f e c t i v e n e s s r a t i n g i n s t r u m e n t reveals t h a t t h e i r m a r k e t i n g

o r i e n t a t i o n o p e r a t i o n s need improvement.

K o t l e r e t a1 d e f i n e d a marketing a u d i t as fo l lows : -

A m a r k e t i n g a u d i t is a comprehens ive o r

s y s t e m a t i c , i ndependen t and p e r i o d i c e x a m i n a t i o n

of a company's o r b u s i n e s s u n i t ' s - m a r k e t i n g

envi ronment , o b j e c t i v e s , s t r a t e g i e s and a c t i v i t i e s

w i t h a view o f d e t e r m i n i n g problem areas and

o p p o r t u n i t i e s and recommending a p l a n o f a c t i o n

t o improve t h e company's marketing performance .

The model c o n s i s t s of examina t ion of s i x majo r components of , -

t h e company's marketing s i t u a t i o n . The s i x componentson which

marketing a u d i t can be conducted are:-

i ) ~ a r k e t i n g environment; t h e a u d i t calls for analysis

o f major macro env i ronmen ta l forces t h a t might h a v e

some impact on t h e company and major t r e n d s i n t h e

k e y components of t h e company's task environment - markets, cus tomers , c o m p e t i t o r s , d i s t r i b u t o r s and

dealers, f a c i l i t a t o r s and s u p p l i e r s .

ii) H a r k e t i n g o r g a n i s a t i o n : - t h e a u d i t c a l l s f o r

evaluation of t h e o r g a n i s a t i o n f s capability f o r

d e v e l o p i n g and carrying o u t t h e r e q u i r e d s t r a t e g y

f o r t h e f o r e c a s t e d enuironment .

O t h e r s i n c l u d e :

i i i ) ~ a r k e t i n g and s t r a t e g i c a u d i t .

i v ) Marke t ing syetem a u d i t .

v ) ~ a r k e t i n g p r o d u c t i v i t y a u d i t ; And

v i ) ~ a r k e t i n g f u n c t i o n a u d i t .

In c o n t r a s t t o a comprehens ive ( o r f u n c t i o n a l ) a u d i t

covering t h e company's marketing env i ronmen t , o b j e c t i v e s ,

8 t ra teg ie s , o r g a n i s a t i o n and eystem, a f u n c t i o n a l ( o r

vertical) a u d i t o c c u r s when management decides t o take an

i n d e p t l o o k i n t o some key m a r k e t i n g f u n c t i o n . ~ c c o r d i n g t o

Kotler et a1 (1981:689), t y p i c a l l y , p e r i o d i c m a r k e t i n g audits

are i n i t i a t d o n a f t e r s a l e s have t u r n e d down shnrply, sales

36

f o r c e m o r a l e has f a l l e n and other problems have o c c u r e d i n

t h e company.

SOCIAL FACTORS

Buying d e c i s i o n s are a l s o i n f l u e n c e d by t h e p e o p l e i n

the b u y e r s life and w e r e f e r t o s u c h p e o p l e as s o c i a l f a c t o r s

o r s p e c i f i e r s Ifezue (1990:53) s o c i a l f a c t o r s i n c l u d e reference

g r o u p s ( s p e c i f i e r s ) and f a m i l y .

REFERENCE GROUPS

Reference g r o u p s according t o Ifezue i n c l u d e groups

t h a t can i n f l u e n c e a p e r s o n s a t t i t u d e s , o p i n i o n and v a l u e s

such as c l o s e f r i e n d s , n e i g h b o u r s , f e l l o w s t u d e n t s f a m i l y

und s o on. P e o p l e are a l a o i n f l u e n c e d by g r o u p s t h e y a s p i r e

t o belong t o - a s p i r a t i o n a l g roup .

G e n e r a l l y , i n some p r o d u c t s s u c h as d e t e r g e n t s and

toilet r o l l s , t h e consumer n o r m a l l y makes his c h o i c e and h e

i s n o t influenced by any reference group . But i n some o t h e r

p r o d u c t s s u c h ae beer, the i n f l u e n c e o f r e f e r e n c e g r o u p t e n d s

t o be s t r o n g . Companies are t h e r e f o r e advised t o find out whether I

consumer/user d e c i s i o n 6 t o p u r c h a s e t h e i r p r o d u c t s and b r a n d s

are s i g n i f i c a n t l y i n f l u e n c e d by reference g r o u p or the s p e c i f i e r s I

a n d i f so, t h e y s h o u l d identify t h e group.

REFERENCES

L.L. B e r r y (1974) : "Market ing C h a l l e n g e s i n t h e age o f t h e people" M.S.U. B u s i n e s s t o p i c a w i n t e r ,

c o h e r and C y e r t 1975: C o r p o r a t e s t r a t e g y and p r o d u c t I n n o v a t i o n . Collier Macmil l ian P u b l i s h e r s (London),

H e r b e r t A. Peters 19.74: The Market ing node ( ~ e u ~ o r k ) MacGraw K i l l Co.

. - . .

I f e z u e A.N. 7990: p r i n c i p l e s of Marke t ing , ABIC p u b l i s h e r s Ltd. . .

John Jun 1975: Management By O b j e c t i v e i n t h e public S e c t o r . ( p u b l i c / ~ a r k e t i n g Admin. ~eview).

K i t t e r i c k s 7957: W h a t is t h e Market ing Management Concept?lv T h e F r o n t i e r s of Marke t ing t h o u g h t , hmer ican Narket ing A s s o c i a t i o n ,

P h i l i p K o t l e r 198 1: Market ing Management; P r e n t i c e H a l l New D e l h i ,

H a r t i n Divore ,1984: Management i n ~ i g e r i a . ~ n s t i t u t e of Market ing P u b l i c a t i o n s .

Michael P o r t e r 1980: C o m p e t i t i v e Strategy, Free p r e s s . (New ~ork).

P e t e r Drucker 1972: W a r k e t i n g ; How t o make it productive^^ H a r ~ e t i n g f o r Bank E x e c u t i v e , p e t r o c e l l Books ~ t d . ( ~ e w york)

~ c h a l l e n b e n g e r and Bossmann, 1978: ~ a r k e t i n g Control in non p r o f i t o r g a n i s a t i o n o ond don).

CYAPT-XR FOUR

2ESEARCH I4ETIIODOLOGY, DATA PRESENT.1TIOW AND ANALYSIS

RESEARCH I\ETRODOLOGY

The approach is purely empirical, Relevant data based

on the scope of the study are sellected through desk research

acd field survey. Initially, a preliminary survey was carried

out in which so!ne high rannlring officials of t h e company were

interviewed wl~ich helped to ~eneratc ideas and hypotheses,

Consequent upon the above, structured questionnaire which

represented our main instrument was dev2loped and administered

among our respondents made up of Hotel managers, Club managers

and Restaurant propriktors. All data c o l l e c t e d were subjected

to analysis for meaningful conclusions on the objectives of

the study.

STRUCTURIITG THE IFTSTRUMENT

The questionnaire is highly structured where necessary.

It is implied he re that the questions as well as t h e responses

are standardised to facilitate compeerism of responses and to

secure good control of the quastionnairc,

The questionnaire was pretested and 3.t resulted in minor

changes in wording and sequencing, The questionnaire was

designed to secure information on the three key marketing

amas of t h ? compmy - products aeareness/quality, adequacy of t h e company'o prornot-ional a c t t v i t i o s and the q u a l i t y o f t he

s e r v i c e s used by t h e company d i s t r i b u t o r s t o t h e customers;

and sug~est lons i n the foregoing funct ions. Appropr ia te

q u e s t i o n s nu~~bor-in,y 16 were clleclrcd 37 b ~ t c - l a a n ~ ? , q e r ~ , club

managcrs and r e s t c u r a n t progrietors. ' h e snnrnary o:P the

ma l r e t i ng a u d i t o r s o r researchers T i n c l t n ~ s and r e c o m m e n d a t i ~ i ~ s

f o r Premier Dre~verg Plc a r e highlighted in l i n e wi th orw

obeervat ions .

S A ' I I " I I ' i P L 1 NG -.

Our respondents numbering 158 as shown i n srm-ple s i ze

coaputa t ion bedow were randomly s e l l e c t e d from five ( 5 )

s ta tes naqely Imo, Anambra, Abia, Benue ai-~d Enugu States.

The f ivo s tates represent the area o f opzra t io r of t h e coynpany.

nuniber cor i tp r i sc~ hotel. !mr-qr:-s, club T ; " I B ! I ~ ~ G P S and

restaurant; p o p r i a t c r s i l l t he r h t i o of 100:30:2$ respsctively.

The s tyucture o f t h e ra t io adopted Z s i n recogni t iun of the

f a c t that they Eure fewer number of c l u 3 aanamrs and

r e o t a u m t ppopr i s to r s than hotel rnmzyors. O U ~ o f a t o t a l

nunlber o: 158 questionnaires ditstrlbuted t o . the respondent ,

a l l returned.

Nevertheless, because i t sas not p o s s i b l c t o peach every

spcc i f s r and conswner of beer pPod,ucts within the environ-

meat o f i n t e r e s t , i t becomes p e r t i n e n t t o d e t e r m i n e t h e

sample s i z e for use.

A sample of A o t e l managers at Enugu, Onitsha, and

O u e r r i were s u r v e y e d , i n t e r v i e w e d and observed w i t h a v i e w t o

find o u t what brand of beer t h e y s tocked and s e l l more t h a n

o t h e r s . Similar e x e r c i s e s were c a r r i e d ou t i n a number of

s p o n t s / r e c r e a t i o n clubs and r e s t a u r a n t s t h a t do cover the l e n g t h

and b r e a t h o f the area c o v e r e d by t h e research. The d i s t r i b u t i o n

o f t h e q u e s t i o n n a i r e 4 was done p r o p o r t i o n a t e l y based on t h e

1990 p r o j e c t e d p o p u l a t i o n f i g u r e s .

The r e s p o n s e s showed a 88% p o s i t i v e t o 12% n e g a t i v e

responses t o t h e q u e s t i o n s on b rand preferences . The r e s u l t s

used s t a t i s t i c a l l y t o d e r i v e t h e population sample s i z e (of 158

used for t h e r e s e a r c h ) a t a c o n f i d e n c e l e v e l of 95% and a 596

t o l e r a b l e e r r o r margin is:

where n = sample size

Z = t h e c o n f i d e n c e level (1.96)

P = p o s i t i v e r e s p o n s e (88%)

9 = n e g a t i v e reeponse (12$)

e = margin of t o l e r a b l e e r r o r (5%)

4 1

S u b s t i t u t i n g f o r t h e no t a t i o n s above, t h e r e sea rche r a r r i v e d

a t a p p r o x i m a t e l y sample s i z e o f 158.

DATA PRESENTATION AND ANALYSIS

Having o b t a i n e d the d a t a , i t is my a i m t o p r e s e n t and

ana lyse t h e d a t a o b t a i n e d th rough f i e l d su rvey . he a r e a s t o

b e cove red are d i v i d e d i n t o t h r e e major c a t e g o r i e s namely

company's p r o d u c t , i ts p romot iona l &c, t i v i t i e s and s e r v i c e s

of t h e company's d i s t r i b u t o r s t o cu r tomers ,

In t e rms of the company's p r o d u c t , t h e r e is an

e v a l u a t i o n o f , i n what p r o p o r t i o n t h e s p e c i f i e r s ( ~ o t e l Managers ,

Club Managers and R e s t a u r a n t p r o p r i e t o r s ) would use alist of

brewed p r o d u c t s , a d e t e r m i n a t i o n o f which b e e r t h e y would

s p e c i f y f o r use within a listed t y p e s o f s o c i a l a c t i v i t i e s J

A f a m i l i a r i t y w i t h a list of p remie r Brewery p r o d u c t s ; a

d e t e r m i n a t i o n of whether o r n o t t h e y have s p e c i f i e d p r e m i e r

brewery brand of p r o d u c t s f o r use i n e x e c u t i n g any s o c i a l f u n c t i o n

and t h e t y p e s p e c i f i e d ; A d e t e r m i n a t i o n o f whether o r n o t t h e y

42

h a v e s p e c i f i e d p r e m i e r b e e r f o r u s e i n e x e c u t i n g any f u n c t i o n ,

a d e t e r m i n a t i o n o f t h e companies t h a t manufac tu re h i g h q u a l i t y

b e e r and malts i n N i g e r i a i n a r a n k i n g o r d e r , and a d e t e r m i n a t i o n

o f m a r k e t i n g o r i e n t a t i o n approach t h a t can b e used as a c o m p e t i t i v e

manouvre.

PROMOTIONS

T h e a r e a s t o b e cove red i n c l u d e t h e f o l l o w i n g ;

a d e t e r m i n a t i o n o f awareness of P remie r brewery advertising

p u b l i c i t y , a d e t e r m i n a t i o n o f P remie r m a r k e t i n g o r i e n t a t i o n with

r e s p e c t t o per formance i n p romot iona l a c t i v i t i e s s u c h as

p r o v i s i o n o f t e c h n i c a l c a t a l o g u e s , a d d i t i o n a l a d v i c e t o c u s t o m e r s

and p u b l i c r e l a t i o n s and s o l i c i t a t i o n o f cus tomer s u g g e s t i o n s

f o r improving P remie r p romot iona l a c t i v i t i e s .

s e r v i c e s o f t h e company's d i s t r i b u t o r s t o t h e c u s t o m e r s

are cove red ; r a t i n g o f t h e q u a l i t y o f t h e o v e r a l l s e r v i c e s o f

premier d i s t r i b u t o r s t o t h e i r cus tomers , and reasons t o justify

our p o s i t i o n .

PERCENTAGE DIFFERENCE I N ANY O F THE FOLLOWING BEER BRANDS

H o t e l managers , c l u b managers and r e s t a u r a n t p r o p r i e t o r s

were asked t o i n d i c a t e i n what p r o p o r t i o n t h e y would u s e a list

o f b e e r p r o d u c t s w i t h i n a g roup o f s o c i a l a c t i v i t i e s f o r v a r i o u s

t y p e s o f f u n c t i o n s .

The researcher ' s result showed that 27% of Premier beer

will b e used , 31% of lV33" beer, 34% of G.G. beer and 8% of p a l

beer w i l l be used r e s p e c t i v e l y .

REASONS: - Better finishing t a s t e , easy a c c e s s i b i l i t y and c o s t .

TABLE 3: PERCENTAGES' OF . DIFFERENT BEER BRANDS

S/NO Beer products

(a> Premier beer

(b 1 3 3 " ~ x ~ a r t " beer

( C > GG beer

( d ) pal beer

Total

Percentage

27

31

34

8

I00

TABLE 4 : SPECIFIERS/RESPONDENTS REACTIONS TOWARDS BRAND POPULARITY AMONG BEER PRODUCTS

Brands

Golden Guinea

premi e r

PAL

33 'IExpor t ' r

0 ther s

Number of Respondent

Percentage

I n t a b l e 4 above, 158 respondents had b o u g h t / s p e c i f i e d

two o r more o f the f o u r popular d i f f e r e n t beer brands wi th in

t h e sphere o f t h e r e s e a r c h e r . U h i l e 36 (22.7m c la imed to

have bought/use Golden Guinea, 50 (31 .65%) had boueht Premier

beer, 29 (18.62%) had used PAL and 31 (19.62%) respondents

had used 33 ~ ~ E ~ p o r t ' ~ beer . Only 7.59% ( 1 2 ) re spondents had

once bought o t h e r brande of beer.

TABLE 5 ; THE BEEP. BRANDS THEY WOULD SPECIFY AMONG BUY ERS/USERS OF BEER PRODUCTS

Beer Brands

Golden Guinea

premier

PAL

33 tlExportll

Others

T o t a l

Responses

Yes I NO

T o t a l Responses

From available data, the four most popular . .. brands of

beer ameng the buyers w i t h i n the area s+nxeyxl by the rdseblrcher are

Golden Guinea , Premier b e e r , PAL and 33 baexportfl.

46

N e v e r t h e l e s s , i f o f f e r e d o p p o r t u n i t y f o r r e p e a t

p u r c h a s e , e v e r y one o f t h e r e s p o n d e n t s above w i l l s t i l l p u r c h a s e

the b r a n d s f o r m e r l y bought . Asked whether t h e y will st i l l buy

t h e b r a n d s as i n d i c a t e d above, 119 o f t h e r e s p o n d e n t s answered

i n t h e a f f i r m a t i v e w h i l e 39 o t h e r s o p t e d o u t . Reasons f o r s u c h

a f f i r m a t i o n were based on q u a l i t y , h i g h a e s t h e t i c a p p e a l ,

i n f l u e n c e / r e f e r e n c e g r o u p and p r i c e .

FAMILIARITY WITH THE FOLLOWING PREMIER PRODUCTS

~ e s p o n d e n t s were a sked t o s t a t e i f t h e y a r e f a m i l i a r

with Premier beer and malt produc t s . Our r e s u l t s showed that

a l l t h e r e s p o n d e n t s are f a m i l i a r w i t h t h e two p r o d u c t s .

DETERMINATION OF WHETHER OH NOT THEY HAVE SPECIFIED PREMIER BEEN FOR USE I N EXECUTING ANY SOCIAL FUNCTION

The r e s p o n d e n t s were r e q u e s t e d t o i n d i c a t e i f t h e y have

e v e r s p e c i f i e d p remie r b e e r f o r u s e i n e x e c u t i n g any f u n c t i o n -

The r e s u l t s o b t a i n e d . showed t h a t 147 or (93%) of r e s p o n d e n t s

answered Yes, whi l e 1 1 o r (7%) s t a t e d t h a t t h e y have never

s p e c i f i e d i t .

T U L E 7: DETERMINATION OF WHETHER OR NOT THEY HAVE EVER SPECIFIED PREMTIILR FOR USE I N EXECUTING ANY SOCIAL FUNCTION

RESPONSES NO. OF RESPONDENTS

T o t a l I 158 I 700

THE TYPE O F PREMIER BREWERY PRODUCT SPECIFIED

Respondents who i n d i c a t e d t h a t t h e y had s p e c i f i e d

Premier p r o d u c t s were f u r t h e r asked t o s t a t e the t y p e s

s p e c i f i e d . R e s u l t showed t h a t 105 o f $58 said t h a t t h e

s p e c i f i e d s t a n d a r d premier l a r g e r b e e r whi l e t h e r emain ing

53 sa id t h e y s p e c i f i e d m a l t . None o f t h e r e s p o n d e n t s have

e v e r s p e c i f i e d p remie r small l a r g e r bee r .

TABLE 8: THE TYPE OF PRlD4IKQ PRODUCTS SPECIFIED

- --

TYPES OF PREMIER PRODUCTS 1 RESPONSES

(a) Standard larger beer 1 10;

(b) Standard malt drink

( c ) Small premier beer 1 0

The respondents were asked to rank the companies that

manufacture beer . m d malt in terms of quality of thir

products , Results i n d . i c s t e d that Premier &emery Pic Onitsha

vms r a n ? ~ e d first in brewing quality beer and malt. Golden

Guinao Brewery was ranked 2nd in m a l t and 3rd in beer products;

consolidated brewery was ranked 3rd in m a l t and 2nd in beer;

while PAL Brewery w a s rnnkod 4th 5.n bo th beer and malt.

(a) Premier Brewery

(b) Golden Guinea Brewery

( c ) Consolidated Brewery

(d l PAL Brewery

FAC1102S CGNSITXRED A S ADVANTAGES IN PURCXASING/ USIIJG BEER BRMTD: A DETFIRI\?INdTION OF T I E COMPAITY

THAT MAtTUFACTUi7Z HIrJII Q-UALITV BEE2

(a) Competitive Price

( h ) Q u a l i t y

( c ) High Aesthe t ic Appeal

(d) Reference Influence

YES TOTAL RESPOITSES

O u r respondents were asked t o rank premier Plc from t h e

above f a c t o r s considered as advantage f o r purchasing beer.

( a ) CornBetitive orice consideration 26 out of 33 respondents rennonded p o s i t i v e l y while 7 d i d not.

For q u a l i t y ; 49 out of 64 respondents sould p r e f e r

prem~er product whFle 15 would not .

For packaging; 20 out b.? 28 r e spo~ ldex t s would prefer

Premier brand while 8 responded negatively.

For Aesthetic appeal; 23 out of 28 respondents affirmed

t hey would purchase Premier beer whil-e 5 respondents

would not. For external influence/re ference group, 4

out of 5 ~espondents responded positively while 1

responcl.ed negatively.

On t he whole, 122 out of 158 respondents would purchase

b m i e r 3rnnd on t h e above assumytions while 36 respondents

would not.

From t h 0 zt\ove esrplamtion , it is acceptable that most

customers buyiuse t h e i r prefered beer brands b a s i c a l l y

because of tE?e qual.ri.tg and p i c e . Other sonexllat s t r o n g

r e a s o x f o r their purchase/consumptioi~ i n c l u l e a e s t h e t i c

,I,oenl and quantity, w h i l e pncka ( r iq~ and re5;:rence influences

s l s o play roles ill stlch d e c i s i o n mdcing prozsss .

The respondents mere t e s t e d f b r their land o f w aware-

ness of Premier Brewery advertising/publicity or promotional

activities, 'fhe r e s u l t s sl~owed t h a t 80 o r (50%) o f

respondea-ts s t a t e d t h a t they were very aware o f i t while

I t o r (6.96%) vrere not aware o f it. TaSle 11 belox.

TN3LE 1 1 : AWAREI\SESS/E%PC)SURE TO PROZ~IOTIOiT1.L ACTIVITIES

OF PREi41m BREWTRIES AS A PRODUCZIR OF B E E

DETAILS

TOTAL

PER CEXT AGE

The respondents viere r equ i r ed t o indicate t h e i r opinion

on t 5 e e f fec t iveness of Pre!nier promotional a c t i v i t i e s wi th

r e spec t t o : p rov i s ion of t schn ica l cntalop;ues, a d d i t i o n a l

advice and publ ic r e l a t i o n s . While the respondents f e l t t h a t

the promotional a c t i v i t i e s along t h e s e lines were very

e f f e c t i v e , they however advised t h a t t h e ca ts logues should

be tfiude more avai lable as well as p r w i d e more product ,

information t o customcrs.

OYERATJ~ QUALITY ASSESSMENT OF TIE SFI?VICFS OF'

PREIYiIm RRE\'J1;:RY DISTRIRUTORS TO TYZIR CUSTOMEL?S

Our respondents were askod t o assess t h e o v e r a l l

q u a l i t y l e v e l of the services of premier b rewry d i s t r i b u t o r s

t o thcir customers, The r e s u . l t s i n d i c a t e d that 61 o r

(3!3.4?5) of t h e respondents reported t h a t t h e s e r v i c e s overall

arc i i i ~ h l y s a t i s f a c t o r y , 67 o r (42.4%) of them repor ted t h a t

t h e se rv ic5s are s a t i s f a c t o r y w h i l e 30 o r (19%) r epor t ed

t h a t they are unsat i s fac tory .

rn he respondents reasom f o r t.l!cir o v e r a l l qual.ity

rating of the s e & . c e s of Preinier d i a t r j . bu to r s t o t h e i r

cimtomers i nc lude :

( 2 ) quick o r speedy supply of products

(b) quan t i ty of d i s c o u n t s

( c ) hone~ty in d e a l i n g i d t h customers

( a ) occas iona l provi tFon of gifts,

STJGCESTIONS FOR _114R?OVIT~TS PREMIER

F,?E','IERY PROY0TIOLTAT-I ACTIVITIXS

The respondents were req t~es ted t o mnlro sur:l;;ectiox

f o r improvi.ng Prornier hev re ry ' s y o m o t i o n a l a c t i v i t i e s .

Their s u ~ g i h t i o n s are RE follows:

(a) They ~ h o u l d engage more i n p e r ~ o n s l selling

( b ) They should increase the number of t h e i r salesmen

( c ) They should increase t h e tempo of their promotional

a c t i v i t i e s .

TEST OF HYPOTHESES

Hypothes is I

Null Hypothesis (HO) , "The m a j o r i t y of p r o f e s s i o n a l s

i n t h e c a t e r i n g i n d u s t r y g e n e r a l l y pre fer Golden Guinea beer

t o premier beern.

~ a j o r i t y of professionals i n t h e c a t e r i n g indus try

g e n e r a l l y do not pre fer Golden Guinea t o Premier brand*! I'

In t e s t i n g the h y p o t h e s i s , t h e researcher use6 datk from table 5 r/ .

d o o b t a i n t a b l e 13 as follows:

TABLE 13: BRAND PREFERENCE AND REPEAT PURCHASE

BRANDS

Golden Guinea

premier

PAL

Others

T o t a l

YES

37

31

20

2 4

7

TOTAL RESPONSES

WII e r e ei = e x p c t e d frequenceo

CT = c o l u m n t o t a l RT = row t o t a l

GT = grand t o t a l

The:?, we ca!-culate t7te observed chi-square with forrnular ;

where X 2 oi = Chi-square observed

based on t h e degree of freedom ( d f ) , of ( c -1 )(r-?),=(4.)0.05

a n d confidence l e v e l , C of 5% where d m f - d e ~ r e e of freedom = 0.05

C/P = number o f colu.nn~/Rows

= confidence l e v e l or level of significance,

Therefore, usin!: ei - CT y RT G T

t'ne f o l l o ~ d n g e q e c t e d frequences ;vcre obta ined.

From t a b l e 1-3 we have the following observed

Therefore, our 2 n

- CY (oi - el) 2 'oi. - c w i l l be: e i I= 1

2 Refer t o Xei - - 9.488 r .L I c s t of hypothesis Decision Rule:

Generally, if the xgi (observed) is greater than 3 X2 b X$i r e j o c t thc Null (110) hypothosio thexi- (expected)

and accept the altornativo hypothesis but, tf t h e xEi (observed) 3 2

is less than Xb (expected) X ~2~ accept the hll (Eo) ei

5 y p o t h e s i s and r e j e c t t b e al tern3t iTr3 (kL) hypottecis. 2 -

S i i ~ c e xei -- 9.+.,1. , r 80 3 x2 oi = 2.2-7m7?, the ~h1.1

tlT 112 quali t :[ o f Prsaier b ~ e r is n o t i-ated h igh by the

l l cn t?r!-ng ? r o f e s s i o n a l s . To test tFe h y - g o t h e s i s , the researcher used data from

t s b l e 10: t o obtain t a b l e 14.

59

TABLE 14 : THE REASONS SPECIFIERS/BUYERS LOULD OR WOULD NOT CONTINUE TO BUY THEIR BEER BRANDS; A DETERMINATION OF THE COMPANY THAT MANUFACTURE HIGH QUALITY BEER

D e t a i l s

Competi tiu e price

Q u a l i t y

P ac kag tt

High Aesthet i c appeal

E x t e r n a l I n f l u e n c e

To Con t inue W i l l Change c Our ei i , e . expected erequencies = CT x RT - -

Tota l

3 3

6 4

28

28

5

758

From table 1 4 above , our observed frequencies (oi) are:

2 c a l c u l a t i o n of XOi = 2 (Oi ;iei) 2

. 7-1

B y substitution: =

2 The X e i at a ( d - f ) - degree of freedom 07 4 and ar a (C.L) - c o n f i d e n c e level of 5% = 952 c o n f i ~ l c n c o lev&] 5%

2 2 2 X e i = X (4).05: refer t o X n o t a t i o n t a b l e

2 r; X e i = 9,488

62

T h e r e f o r e , t h e researcher*^ d e c i s i o n is t o a c c e p t t h e

2 , ' x Z , ~ which. IB 1 .&567. . Null h y p o t h e s i s s i n c e Xoi

I

Hypothes i s 111

N u l l h y p o t h e s i s (Ho): "Premier Brewery promot ional

a c t i v i t i e s are c o n s i d e r e d adequate by t h e professionals i n the

c a t e r i n g industry".

premier Brewery promotional a c t i v i t i e s are n o t c o n s i d e r e d

adequate by the p r o f e s s i o n a l s i n the c a t e r i n g i n d u s t r y .

To test t h e h y p o t h e s i s , t h e m o d i f i c a t i o n of t a b l e 4 and 1 1

4 is used t o o b t a i n table 15.

TABLE 15: RESPONDENTS' EXPOSURE TO PROMOTIONAL ACTIVITIES ON BEER BRAND- A DETERMINATION OF PROMOTIONAL

B r and6

Golden Guinea

premier Beer

PAL Beer

0 t h e r s

~ o t d

Very Regu lar ly

8

Once i n I I n d i - a w h i l e ( f f e r e n c e T o t a l s

36

50

29

31

12

158

The ei, i. e expected frequencies = CT x RT = GT

I. 8o 36 = -18.23 15

From table -15, our observed (oi) frequencies are:- 11

1 > I 8

2) 23

3) 15

4) I 6

5 ) 8

6 8

7 1 7 2

8) 7

9 ) 9

10 3

2 C a l c u l a t i o n of X O i

BY s u b s t i t u t i o n -

15-

16.

77 -

18.

19.

20.

The

2 Xgi = -00290 + 21258 + -00698 + -00573 + -60632

+ -08910 + -00937 + .00358 + .23824 + . O O O ~ ~

+ -41135 + ,12867 + .00381 + -40439 + -59948

+ 10363 + ,66397 + -00020 + -01185 + .84000

= 4.34263 =E=E===T=

2 X e i at a degree of freedom ( d - f . ) of 4 and at a c o n f i d e n c e

l e v e l (c.L) oi 95% at ??$ 2

X e i = (C - 1) ( R - 1) -05

= ( 5 - 1) ( 4 - 7 ) -05

2 2 2 Xei = X (12) -05 Refer t o X notation table.

67

The d e c i s i o n is t o accept the Nul l hypothes i s

2 2 s i n c e t h e Xoi < X e i . Hence, t h e decision t o accept the

Ho that the Fremier Brewery promotional activities are .considered

adequate by the p r o f e s s i o n a l s in the cater ing i n d u s t r y .

CHAPTER FIVE

RESULTS, SUMMARY AND RECOMMENDATIGNS

RESULTS AND D I S C U S S I O N S

The r e s u l t s of t h e study a r e presented ana discussed

i n t h i s c h a p t e r i n l i n e w i t h t h e o b j e c t i v e s of t h e s t u d y .

The areas t o cover i n c l u d e t h e fo l lowing: -

The e v a l u a t i o n o f Premier Brewery m a r k e t i n g o r i e n t a t i o n

based on the o p i n i o n s of the s p e c i f i e r s i n t e r m s o f t h e

pe r fo rmances of t h e company's p r o d u c t s , i t s p r o m o t i o n a l

a c t i v i t i e s and t h e s e r v i c e s of i ts d i s t r i b u t o r s t o t h e i r

cus tomers .

COMPANY'S PRODUCTS

p r o d u c t h a s t h r e e meanings t h a t are worth d i s t i n q u i s h i n g .

A t t h e most f u n d m e n t a l l e v e l , one can talk abou t t h e c o r e

p roduc t . The core p r o d u c t answers t h e q u e s t i o n , What is t h e

buyer really buying?" T h e p roduc t i s s i m p l y t h e pnckag ine o f

problem-solv ing s e r v i c e . The woman p u r c h a s i n g l i p s t i c k is n o t

buying a s e t o f chemica l and physical a t t r i b u t e s f o r t h e i r own

s a k e , s h e is buy ing hope. K o t l e r e t a1 (1981:367). The markets

job is t o s e l l c o r e benefits, n o t p r o d u c t f e a t u r e s .

The f o r m a l p roduc t o r symbo l i se p r o d u c t is t h e larger

p a c k a g i n g o f t h e c o r e p roduc t . I t is what t he target market

r e c o e n i s e s as t h e t a n g i b l e o f f e r .

69

F i n a l l y , t h e augumented p r o d u c t i s t h e p r o d u c t p l u s

e x t r a b e n e f i t s added b y t h e seller. S e l l e r s s h o u l d r e c o g n i s e

many o p p o r t u n i t i e s f o r augumenting t h e i r p r o d u c t o f f e r i n g as

a c o m p e t i t i v e maneuver. Accord ing t o L e v i t t (1969:2), t h e new

c o m p e t i t i o n i s n o t between what companies p roduce i n t h e i r

f a c t o r i e s , b u t between what t h e y add t o t h e i r f a c t o r y o u t p u t

i n t h e form of packag ing s e r v i c e s , a d v e r t i s i n g , cus tomer a d v i c e ,

f i n a n c i n g , d e l i v e r y a r r angemen t s , warehous ing and o t h e r t h i n g s

t h a t p e o p l e v a l u e . Accord ing t o him, t h e f i r m t h a t d e v e l o p s

t h e r i g h t augumented p r o d u c t w i l l t h r i v e i n t h i s c o m p e t i t i o n .

I n t h e r e s e a r c h e r ' s a n a l y s i s , h o t e l managers, c l u b

managers and r e s t a u r a n t p r o p r i e t o r s ( a p e c i f i ers ) were a sked

t o i n d i c a t e i n what p r o p o r t i o n , t h e y would p r e f e r a l is t o f b e e r

b r a n d s w i t h i n a g r o u p of s o c i a l a c t i v i t i e s f o r various t y p e s

o f f u n c t i o n s , The s t u d y shows t h a t 26% o f P r e m i e r beer w i l l

be u sed , 20% o f 1'33** b e e r , 31% o f Golden Gu inea b e e r and 17%

o f PAL b e e r will be used w h i l e 6% w i l l u s e o t h e r u n s p e c i f i e d

b r a n d s r e s p e c t i v e l y . Given t h e above f i g u r e s , t h e p r e s e n t s t u d y

c l e a r l y i n d i c a t e d t h a t t h e m a j o r i t y o f t h e p r o f e s s i o n a l s i n t h e

c a t e r i n g i n d u s t r y s u c h as h o t e l managers , c l u b managers and

r e s t a u r a n t p r o p r i e t o r s p r e f e r Golden ~ u i n e a b e e r t o o t h e r

compet ing p r o d u c t s f o r r e a s o n s o f c o m p e t i t i v e price, b e t t e r

q u a l i t y and h i g h e r a e s t h e t i c a p p e a l as s e e n on ( t a b l e 5)

P e r c e n t a g e c o n v e r s i o n o f p o s i t i v e r e s p o n d e n t s .

70

F u r t h e r m o r e , r e s p o n d e n t s u e r e r e q u e s t e d t o s t a t e t h e

b rand o f beer p r o d u c t t h e y would n o r m a l l y s p e c i f y as b e i n g

p o p u l a r anong a l i s t e d b r a n d s o f b e e r . The r e s u l t s showed

that f o r P remie r b r a n d , 31.65% of our r e s p o n d e n t s would s p e c i f y

Premier p r o d u c t , 23.78% would s p e c i f y Golden G u i n e a w h i l e

18.35% would s p e c i f y p f i l a g e r . Fo r 33 lgExpor tgr , 19.62% of

our r e s p o n d e n t s would s p e c i f y 33 b e e r w h i l e 7.59% would u s e

o t a e r b r a n d s o f b e e r as b e i n g more p o p u l a r .

Given t h e above d a t a , t h e s t u d y s h o u s t h a t t h e m a j o r i t y

o f t h e a fo remen t ioned p r o f e s s i o n a l s would e n d o r s e t h e p o p u l a r i t y

o f p r e m i e r p r o d u c t among o t h e r branda .

I n a d d i t i o n , t h e r e s p o n d e n t s u e r e asked whether t h e y

a r e f a l l i a r w i t h P r e m i e r b e e r and malt, and whe the r o r n o t t h e y

h a v e e v e r s p e c i f i e d P remie r p r o d u c t s . The r e s u l t shows t h a t

700% of respondents a r e f a n i l i a w i t h P remie r p r o d u c t s .

Based on t h e above data, t h e s t u d y shows t h a t all t h e

~ r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y a r e f a m i l i a r with b o t h

premier b e e r and m a l t , and a l l i n d i c a t e d awarenes s o f P r e m i e r

b rewery p l c as a p r o d u c e r o f brewed p r o d u c t s and have specified

them f o r u s e i n e x e c u t i n g some s o c i a l f u n c t i o n s .

71

PROMOTIONAL ACTIVITIES

~ c c o r d i n g t o B r i n k e t a l , (1963:7) promot ion i n c l u d e s

t h e c o o r d i n a t i o n of a l l s e l l e r - i n i t i a t e d e f f o r t s t o s e t u p

c h a n n e l s of communication and p e r s u a t i o n t o facilitate the

s a l e s of a good o r s e r v i c e . AS s u c h i t e n c o r n p a s e ~ a d v e r t i s i n g ,

personal s e l l i n g , p u b l i c r e l a t i o n s and s a l e s promotion. Some

author& have made a useful d i s t i n c t i o n between a d v e r t i s i n g and

sales promot ion by c l a i m i n g t h a t s a l e s promotion m o v e s t h e

p r o d u c t toward b u y e r , while a d v e r t i s i n g moves t h e buyer t owards .

t h e p roduc t . F r e y . ( 1957 :8) made a u s e f u l c o n t r i b u t i o n between

s a l e s promot ion and a d v e r t i s i n g on t h e b a s i s o f t h e media,

He b e l i e v e d that messages c a r r i e d b y media owned and

c o n t r o l l e d p r i m a r i l y by p e o p l e o t h e r t h a n t h e a d v e r t i s e r s h o u l d

b e l a b e l l e d advertising, On t h e o t h e r hand, when t h e t o o l s ,

d e v i c e s and o t h e r p r o p e r t i e s a r e c o n t r o l l e d by t h e company

i t s e l f , we can p r o p e r l y c a l l t h i s t h e media of sales promotion.

An i m p o r t a n t point t o note is t h a t sales p r o u o t i o n of a

brand b r i n g s the owner o f t h e brand closer to the u l t i m a t e

consumer o r i n d u s t r i a l u s e r with result that h e c r e a t e s good

w i l l . p u t a n o t h e r way, when a m a n u f a c t u r e r ' s b rand name is well

a d v e r t i s e d , t h e consumer n a t u r a l l y associates t h e good will with

t h e name o f t h e manufacturer r a t h e r t han with t h e middleman

from whom t h e purchase is a c t u a l l y made.

I n our a n a l y s i s , h o t e l managers , c l u b managers nnd

r e s t a u r a n t p r o p r i e t o r s were r e q u e s t e d t o i n d i c a t e t h e i r o p i n i o n s

abou t p remie r brewery p r o m o t i o n a l a c t i v i t i e s with r e s p e c t t o :

f o r example, p r o v i s i o n o f t e c h n i c a l c a t a l o g u e s , a d d i t i o n a l

a d v i c e and p u b l i c r e l a t i o n s . The s t u d y shows:

(a ) That Premier p r o m o t i o n a l a c t i v i t i e s are v e r y e f f e c t i v e ;

( b ) That most c u s t o m e r s do n o t have their c a t a l o g u e s , and .

( c ) T h a t i n f o r m a t i o n abou t t h e p r o d u c t s is n o t enough.

Fu r the rmore , t h e r e s p o n d e n t s were a sked t o s t a t e how

o f t e n they were aware o f P remie r brewery a d v e r t i s i n g / p u b l i c i t y .

Tho study shows t h a t 50.63% o f r e s p o n d e n t s s t a t e d t h a t they

were aware of i t r e g u l a r l y , 24.68% s t a t e d t h a t t h e y uere aware

o f i t v e r y r e g u l a r l y , 17.72% s t a t e d t h a t t h e y were aware of i t

once i n a v h i l e , w h i l e 6.96% s a i d that; t heyve re n o t aware.

Based on t h e a fo remen t ioned d a t a , t h e s t u d y shows t h a t

p remie r Brewery p r o d u c t s a r e g e n e r a l l y g i v e n a d e q u a t e a d v e r t i s i n g /

promotion.

Moreover, t h e r e ~ p o n d e n t s uere r e q u e s t e d t o make

s u g g e s t i o n s f o r improving p remie r Brewery p romot iona l a c t i v i t i e s .

73

The s t u d y shows t h a t t h e f o l l o w i n g r econmenda t ions were made:

i) They shou ld engage more i n p e r s o n a l s e l l i n g .

i i ) They s h o u l d employ more sa l e smen , and

i i i ) I n c r e a s e t h e tempo o f t h e i r p romot iona l a c t i v i t i e s .

Based on t h e above d a t a , t h e s t u d y shows t h a t some

m a r k e t i n g o p p o r t u n i t i e s f a i l e d t o be e x p l o i t e d d u e t o t h e f a c t

t h a t fewer sa lesmen t h a n r e q u i r e d were employed.

SERVICE OF ITS DISTRIBUTORS TO THEIR CUSTOMERS '

Good s e r v i c e i s i m p o r t a n t i n o r d e r t o keep p r e m i e r

Brewery c u s t o m e r s a lways s a t i s f i e d . F u r t h e r m o r e , s a t i s f i e d

cus tomers o f t e n become e f f e c t i v e unpa id . ' fsalesmen" for t h e

o r g a n i s a t i o n i n q u e s t i o n w i t h r e f e r e n c e t o f r i e n d s and a s s o c i a t e s .

I n e s s e n c e t h e n , t h e cus tomer o b j e c t i v e of t h e m a r k e t i n g c o n c e p t /

o r i e n t a t i o n s t r e s s e s the impor t ance of l o o k i n g a t every m a r k e t i n g

d e r i s i o n f r o m t h e consumer p o i n t o f view (Alde r son e t a1 1964).

I t h a s been a l s o asssrted t h a t c u ~ i t o m e r . s a t i s f a c t i o n is a key

e lement , i n t h e s u c c e s s o f a b u s i n e s s .

I n my a n a l y s i s , t h e r e s p o n d e n t s were asked t o r a t e t h e

quality of t h e o v e r a l l services of premier d i s t r i b u t o r s t o

t h e i r cus tomers . The s t u d y shows t h a t 38,651: or r e s p o n d e n t s

r e p o r t e d that t h e o v e r a l l services a r e h i g l y s a t i s f a c t o r y ,

74

42.4% o f them repor ted that t h e s e r v i c e s are s a t i s f a c t o r y ,

w h i l e 19% repor ted t h a t they are u n s a t i s f a c t o r y .

Based on the above o b s e r v a t i o n , t h e majority of re spondents

c o n s i d e r the o v e r a l l services o f premier Brewery d i s t r i b u t o r s t o

their customers s a t i ~ f a c t o r y due mainly t o t h e i r quick r e s p o n s e s

t o customers, supply r e q u e s t s granting o f sales d i s c o u n t s ,

b u s i n e e s hones ty and o c c a s i o n a l bonus awards t o t h e i r customera,

K o t l a r et al, 15181, H:~lrkt ; t in~: l ' r i n c i p l e s --- R.J. P r e n t i c z H a l i (iu'ea Sark).

SUMMARY AND RECOMMENDATION

T h e r e s e a r c h was u n d e r t a k e n t o e v a l u a t e t h e m a r k e t i n g

o r i e n t a t i o n of P remie r Brewery p l c from t h e p e r s p e c t i v e of

t h e s p e c i f i e r s - a g r o u p o f p r o f e s s i o n a l s i n t h e c a t e r i n g

i n d u s t r y - H o t e l managers, Club manager6 and R e s t a u r u n t

p r o p r i e t o r s i n terms of t h e per formance o f t h e companyis

p r o d u c t s , p r o m o t i o n a l a c t i v i t i e s and t h e overall s e r v i c e s of

i t s d i s t r i b u t o r s t o cus tomers .

T h e company s e e k i n g a c t i v e l y t o generate i n f o r m a t i o n

w i t h a view t o d e t e r m i n i n g problem areas and o p p o r t u n i t i e s

and recommending a plan o f a c t i o n t o improve t h e company16

m a r k e t i n g o r i e n t a t i o n and per formance , does n o t know what t h i s

i m p o r t a n t g roup of p r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y t h i n k

abou t how Premie r Brewery pe r fo rms some key m a r k e t i n g f u n c t i o n s .

The r e s e a r c h e r t h e r e f o r e s e t out t o e v a l u a t e t h e m a r k e t i n g

o r i e n t a t i o n on t h o s e t h r e e key areas.

The r e s e a r c h e r 6 approach was purely e m p i r i c a l and

our r e s p o n d e n t s numbering 158 consists of 100 h o t e l managers ,

30 club managers and 28 restaurant p r o p r i e t o r s . T h e i n s t r u m e n t - q u e s t i o n n a i r e was w e l l structured and open-ended where n e c e s s a r y .

I t is i a p l i e d here t h a t t h e q u e s t i o n s as w e l l as t h e r e s p o n s e s

a r e s t andc l rd i sed t o f a c i l i t a t e comparison of r e s p o n s e s and t o

s e c u r e good control of t h e question&.

77

The q u e s t i o n n a i r e w a s p r e t e s t e d and r e s u l t e d i n t o minor

changes i n wording and sequence. The q u e s t i o n n a i r e was d e s i g n e d

t o s e c u r e i n f o r m a t i o n from t h e t h r e e k e y m a r k e t i n g a r e a s o f t h e

company - p r o d u c t a w a r e n e s s / q u a l i t y , adequacy o f t h e companyts

p romot iona l a c t i v i t i e s and t h e q u a l i t y o f t h e s e r v i c e s of t h e

company's d i s t r i b u t o r s t o t h e cus tomera and s u g g e s t i o n s f o r

improvement o f t h e f o r e g o i n g f u n c t i o n s . A p p r o p r i a t e q u e s t i o n s

numbering 16 were checked b y h o t e l managers , c l u b managers and

r e s t a r a n t p r o p r i e t o r s .

The summary o f t h e marketing auditors' o r r e s e a r c h e r s

f i n d i n g s and reccmmcndat ions f o r P remie r Breue ry Plc were

h i g h l i g h t e d i n l i n e with o u r o b s e r v a t i o n s .

SUHHARY OF RESULTS

I t h a s been t h e primary o b j e c t i v e o f t h e r e ~ e a r c h t o

e v a l u a t e t h e m a r k e t i n g o r i e n t a t i o n o f P remie r Brewery from the

v i e w p o i n t s o f s p e c i f i e r s - a g roup of p r o f e s s i o n a l s i n t h e

catering i n d u s t r y namely:- h o t e l managers, c l u b managers and

r e s t a u r a n t p r o p r i e t o r s , i n t e rms o f t h e pe r fo rmance of i t s

p r o d u c t s , p romot iona l a c t i v i t i e s and t h e o v e r a l l s e r v i c e s o f

i t a d i s t r i b u t o r s t o cus tomers . The f o l l o w i n g f i n d i n g s have

been mude:-

78

1. The m a j o r i t y o f p r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y

such as h o t e l managers, c lub managers and r e s t a u r a n t

p r o p r i e t o r s p r e f e r Golden Guinea beer t o o t h e r compet ing

p r o d u c t s f o r r e a s o n s of h i g h a e s t h e t i c appea l , low c o s t *

ease o f a c c e s s and b e t t e r f i n i s h i n g t a s t e .

2. p r e m i e r Brewery p l c driitsha i s r a t e d h i g h i n r a n k i n g

b y t h e c a t e r i n g p r o f e s s i o n a l s i n terms of p r o d u c t i o n of

h i g h q u a l i t y b e e r and malt.

3. A l l p r o f e s s i o n a l s i n t h e c a t e r i n g i n d u s t r y consider

premier Brewery p romot iona l a c t i v i t i e s adequate .

4. The m a j o r i t y of r e s p o n d e n t s c o n s i d e r t h e o v e r a l l s e r v i c e s

o f p r e m i e r d i s t r i b u t o r s t o t h e i r cus tomers aa s a t i s f a c t o r y

d u e ma in ly t o t h e i r q u i c k r e s p o n s e s t o customers s u p p l y

r e q u e s t s , g r a n t i n g of s a l e s d i s c o u n t s , b u s i n e s s h o n e s t y

and o c c a s i o n a l bonus awards t o t h e i r cus tomers .

OTHER FINDINGS

5. The company's p r o d u c t l i n e s are d a n g e r o u s l y unba lanced

because t h e p r o f e s s i o n a l s i n c a t e r i n g i n d u s t r y would s p e c i f y

p remie r p r o d u c t s f a i r l y for normal s o c i a l f u n c t i o n s .

U h i l e o t h e r brand of beer would b e recommended s t r o n g l y

t o cus tomers f o r h i g h e r s o c i a l f u n c t i o n s a s v i n d i c a t e d b y

h y p o t h e s i s I.

79

The company a l s o f a i l e d t o e x p l o i t m a r k e t i n g o p p o r t u n i t i e s

d u e t o s h o r t a g e s of s a l e smen and i n a d e q u a t e i n f o r m a t i o n a b o u t t h e

p r o d u c t s o f p remie r Brewery p l c .

C O N C L U S I O N

Based on t h e above f i n d i n g s , t h e r e s e a r c h e r c o n c l u d e s that

premie r Brewery m a r k e t i n g o r i e n t a t i o n on t h o s e key m a r k e t i n g

f u n c t i o n s a r e s a t i s f a c t o r y , b u t need t o b a l a n c e i ts p r o d u c t

l i n e s t o accommodate h i g h e r d i s a t i s f i e d g roups of cus tomers ;

and make i n f o r m a t i o n abou t its p r o d u c t s a v a i l a b l e .

However, t h e i r o n y is t h a t companies are thrown i n t o

c r i s i s p a r t l y because t h e y have f a i l e d t o r e v i e w t h e i r m a r k e t i n g

o r i e n t s t i o n o p e r a t i o n s during good t imes . A p e r i o d i c marketing

e v a l u a t i o n p romises b e n e f i t s f o r companies t h a t are i n good

h e a l t h as w e l l as companies t h a t are i n t r o u b l e , No m a r k e t i n g

o p e r a t i o n s is e v e r s o good t h a t i t c a n n o t be improved. Even,

the b e s t can b e made b e t t e r , otherwise companies may a c c e p t t h e

s t a t u s quo an satisfactory.

I , The company must p e r i o d i c a l l y review i t s m u k e t i n g

o r i e n t a t i o n , whether t h e c u r r e n t mix of p r o d u c t l i n e s

r e p r e s e n t a good b a l a n c e i n s a t i s f y i n g customers i n terms

of s t i m u l a t i n g f u t u r e s a l e s growth , s a l e s s t a b i l i t y and

80

p r o f i t a b i l i t y . Markets are c o n t i n u o u s l y changing i n

t h e i r n e e d s and preferences; compet i tors k e e p e n t e r i n g

and altering t h e i r marketing s t r a t e g i e s ; and t h e environment

k e e p s changing.

2. S h i f t t h e marketing mix emphasis from regional

a d v e r t i s i n g t o d i r e c t selling s i n c e t h e products r e q u i r e

e x p l a n a t i o n s and sometimes a d v i c e .

3. Conduct a market p r o f i l e study of t h e f a s t e s t growing

segment o f the market and deve lop a plan of a c t i o n t o

break i n t o t h e s e areas.

4. Instruct sales f o r c e not to t a k e small orders .

5. I n i t i a t e sales t r a i n i n g , employ more salesmen and

improve compensation plan.

BIBLIOGRAPHY

Amey L.R.; E f f i c i e n c y o f B u s i n e s s E n t e r p r i s e , (London) Georde ~ l l e n and Unuin ~ i g . 1970.

B e r r y L.L.; Marketing C h a l l e n g e s In t h e Age of the p e o p l e , M.S.U. Business Top ic ( k i n t e r ) 1974.

Brink - e t al, The Management of promot ion Eaglewood c l i f f N.J. p r e n t i c e H d l Inc. 1963.

Coher and Cyert, Corporate S t r a t e g y and produc t I n n o v a t i o n . C o l l i e r Macmil l ihn P u b l i s h e r s (London) 1975.

Evans and Berman; ~ a r k e t i n g For Bank Execut ives (New York) p e t r o s e l l i Book L td . , 1494.

H e r b e r t A. P e t e r s , The Marketing Mode, MacGrav H i l l Co. (Neu York) 1974.

Hugo e t al; S t r a t e ~ y and Organisation, Test and Cases i n G e n e r a l Market ing. R icha rd 0. I n c o r p o r a t e d Homewood ( I l l i n o i s ) 1977.

If ezue A.N. ; p r i n c i p l e s o f Market ing. X.B.C. P u b l i s h e r s L t d . ( ~ n u g u ) 1990.

John Jun; Hanagement By O b j e c t i v e i n t h e p u b l i c S e c t o r p u b l i c / ~ a r k t . t i n g ~ d m i n . ~ e v i e w ) 1975.

Kotler; Marke t inn Mana~ement - 1 i) 1994.

~ i t t e r i c k s ; t Management Cone e p t " \ l i i a r r - u n ~ ~ e l - s ul n a - n c Ling ~ h o c g h t , ~ m e r i c a n

Marke t ing A s s o c i a t i o n , 1957.

Mar t in D ivore ; Management i n Nigeria Institute of M a r k e t i n g P u b l i c a t i o n s , 1984.

'h. Nnol im e t a l ; P r i n c i p l e And p r a c t i c e o f Marketing Vol. 1, Jacob C l a s s i c ~ u b l i s h e r s n u ~ u ) 1997.

15. Nduka NwosU; Growth of Beer I n d u s t r y and t h e Average ~ i g e r i a n , Times I n t e r n a t i o n a l , January 30, 1984, Vol. 5.

16. Ndu Ughammadu; T h e T h r i v i n g I n d u s t r y i n a R e c e s s i o n a r y N i g e r i a . ~ u s i n e s s T i m e t i , February 11, 7 y Y 5 .

17. House Journa l . o f premier B r e w e r i e s P l c 1 8 t h O c t o b e r - December, 1986.

18. P e t e r Drucker ; IgMwketing: How t o make it productive^^

Marketing For Bank Executive. P e t r o s e l l ~ o o k s ~ t d . ( N ~ W y o r k ) 1972.

19. S c h a l l e n b e n g e And Bosmann ; Marke t ing C o n t r o l i n non p r o f i t o r g a n i s a t i o n or on don) 1978.

APPENDICES

APPENDIX NO. 1

LETTER ATTACHED TO EACH QUESTIONNAIRE

Schoo l of Postgraduate Department o f Marke t ing U n i v e r s i t y o f N i g e r i a Enugu Campus,

Dear sir/~adam,

QUESTIONNAIRE ON AN EVALUATION OF M A R K E T I N G O R I E N I A T I O N OF PREMIER BRXWEHY PLC OKI'CSHH -

Companies s h o u l d 2 e r i o d i c a l l y e v a l u a t e t h e i r m a r k e t i n g

o r i e n t a t i o n / o p e r a t i o n s t o f i n d o u t how w e l l t h e y are doing.

I t i s i n r e c o g n i t i o n o f t h e above t h a t , I

Hr. Onwudiwe E j i k e J., a p o s t g r a d u a t e student o f depa r tmen t

o f Marke t ing , University o f Nigeria, Enugu Campus is s o l i c i t i n g

f o r your a s s i s t a n c e i n c o m p l e t i n g t h i s q u e s t i o n n a i r e which is

d e s i g n e d t o know your o p i n i o n s on how Premie r Brewery plc p e r f o r m s

some key m a r k e t i n g functions. Your r e s p o n s e w i l l b e t r e a t e d i n

s t r i c t c o n f i d e n c e ,

Thanks f o r your c o o p e r a t i o n .

Yours since,qe,ly, ;. '. Mr. ~ n u u ~ ! i v c E j i k e J.

APPENDIX NO. 2

QUESTIONNAIRES

RESPONDENTS: Hote l Managers, Club Managers and

Restaurant p r o p r i e t o r s .

P l e a s e complete t h i s q u e s t i o n n a i r e .

Place a check mbrk ( x ) i n t h e appropr ia te box which r e f l e c t s

t h e c o r r e c t op in ion .

1. Within a group o f s o c i a l a c t i v i t i e s for v a r i o u s s o c i a l

f u n c t i o n s , p l e a s e i n d i c a t e on what proport ion you would

use the f o l l o w i n g beer products .

(a ) premier beer ( 1%

( b ) n33lq Export beer ( 1%

( c ) (GG) Golden Guinea beer ( 1%

( d ) PAL beer ( 1%

Total 100%

Please make any a d d i t i o n a l statement as you may wish

85

2 . How would you rate the p r i c e of your prefered brand?

Compet i t ive

High I

3. Are you aware o f premier Breuery as a producer o f b e e r

and malt products?

(a) Yes ( 1 (b ) No ( 1

4. If Yes, are you f a m i l i a r wi th t h e f o l l o w i n g Premier

Brewed products?

(1 1 Premier beer (a) Y e s ( ) (b) NO ( 1

( i i ) u d t (a> Yes ( 1 (b) No ( )

( i i i ) Masters (a> yes ( (b) No (

5. Have you ever s p e c i f i e d Premier products f o r u s e i n

execut ing any social func t ion?

(a> Yes ( (b) No (

6 . If Yes, which one did you s p e c i f y ?

( i ) Standard premier l a g e r beer ( 1

(ii) Standard Malt ( 1

( i i i ) Smell Premier l a g e r beer ( 1

7 . If No-, p l e a s e g i v e r e a s o n ( s ) : ........................

86

8, Have you e v e r s p e c i f i e d premier malt product f o r u s e

i n execut ing any social project?

(a) Yes ( 1 ( b ) No ( 1

......................... 9 I f No, p l e a s e g i v e r e a s o n ( 6 )

...................................................... 10, P l e a s e i n d i c a t e i n a r a n k i n g order , (Ist, 2nd, 3rd, e t c )

which o f t h e u n d e r l i s t e d companies manufacture high

q u a l i t y beer and malt products?

( d ) PAL Breweries P l c I I

Suppl ier /~ompany

(a ) Premier Brewery P l c

(b) Conso l ida ted brewery p l c

( c ) Golden ~ u i n e a Plc

1 1 . Yhich o f t h e u n d e r l i s t e d f a c t o r s do you c o n s i d e r as

advantage o f using competing beer brands?

Note t h a t : k for moru thun one p r o d u c t ) .

Beer Malts

12. How o f t e n are you aware of Premier Brewery a d v e r t i s i n g /

p u b l i c i t y ?

(a) v e r y r e g u l a r l y ( ) ( b ) once i n a w h i l e ( )

( c ) r e g u l a r l y ( 1 I d ) don't know ( 1

13. What is your o p i n i o n abou t ~ r e m i ~ r p r o m o t i o n a l a c t i v i t i e s ?

For example, p r o v i s i o n o f t e c h n i c a l c a t a l o g u e , a d d i t i o n a l

a d v i c e and public r e l a t i o n s ........m..gm..-...-...-

FACTORS

(a) Competive P r i c e

Higher A e s t h e t i c (') Appeal

( d ) package

( e ) F r i e n d s I n f l u e n c e

......................................................... 14. How do you rate t h e q u a l i t y of o v e r a l l s e r v i c e s of p r e m i e r

distributors t o t h e i r cus tomers?

( a ) High ly s a t i s f a c t o r y ( 1

( b ) S a t i s f a c t o r y ( 1

( c ) U n s a t i s f a c t o r y ( 1

Beter F i n i r h i n g ( b ) t a s t e

P remie r p r o d u c t

C o n s o l i d a t e d Brewery P r o d u c t

. . . . .

Golden Gu inea p r o d u c t

PAL p r o d u c t -

15. Kindly g i v e major r e a s o n s

..................................... ( 1 )

( i i ) ..................................... ( i i i ) ..................................... ( i v ) .....................................

16. Do you have m y s u g g e s t i o n s f o r improving Premier

promot ional a c t i v i t i e s ? (please s p e c i f y )

................................................. 17. I s your b r a d v e r y r e s d i l y available i n the market?

yes ( 1 No ( )

18. Ghat i~ your marital s t a t u s

(a) s i n g l e ( 1 ( b ) marr ied ( )

19. What is your age

(a) below 21 ( 1 (b) 21 - 30 ( 1

( c ) 30 - 40 ( 1 ( d ) 40 and sbove ( )

20. What is your occupat ion?

( a ) s t u d e n t / a p p l i c a n t ( 1

( b ) t r a d e r ( 1

( c ) manager ( 1

( d ) c i v i l s e r v a n t ( 1

( r ) c o n t r a c t o r ( 1

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