CHAPTER ONE

1.0     INTRODUCTION

   In the recent past, public relations were regarded as publicity, but currently publicity is regarded as one of the tools of public relation.  This is because of the vital roles public relations is performing in the society now which among others involves a revaluation of public attitude identification of the policies and procedures of an organization or individual with respect or individual with respect to attitudes values comprehensive functions and medium of creating awareness.  Public relations also determines the activities to be executed in order to improve or maintain those candidate treasures taken by an individual or an organization to maintain the good  image of the organization and to keep a carelial relationship with it’s environment.  This could be done through welfare packages, advertising, publicity or adequate promotions and marketing strategy.  A manger can afford this bearing in mind that the analysis offered simplises the application of research techniques before  planning a programme that any attempt to present a biased information on the activity of the company or potency of their products which is not based on truth and honesty purpose will yield unfavourable result to the image of the organization.  He should also bear in mind that the successful implementation of product cannot be done haphazardly or carelessly.  This is invoice of the fact that marketing as a process  of planning and execution of conception, promotion and distribution of ideas, good and services through a good  public relations in order to create exchange that satisfy  individual and organizational objectives.  Is as old as the inception of buying and selling.

          Arise when at least one party to potential exchange, gives through to the objectives demand means of achieving desire responses from other parties.

          This desire with good foresight has led to an advanced philosophy of modern marketing calls for more than developing a food product or service moderate and attractive price or making the product accessible to targeted customers through advanced public relation strategies.  In this dispensation, the company should  design good disseminate information about the product or services existence features and arms, and how this will benefit the market.  Every organization performs the role of communication market and promoter.  These service more often are done through the hiring of sales force and good strategy (to carry out persuasive messages) advertising agencies to develop sales campaign and public relations firms to enhance the company’s image customers confidence are built through effective communication and promotion tools.  Promotion is one of the four major variables with  which the marketing manager communicates information between seller and a buyer in order to change the attitude and behavour of both parties.  It performs the  role of persuasive influencing and information.  These three are inter-related because to inform is to persuade and conversely, a person is persuaded.

          The promotion strategies inetude advertising, sales promotion, personal selling and public relation.  Among these promotional tools, personal selling public relations and advertising are perhaps most important since they dominate the major resources allocation by firm to  promote their products or services.  The importance of promotion has been out of the fact the physical distance between producers and customers are increasing and also because the number of potential customers are growing.  This there fore  means that for there to be  effective marketing of commodities, promotional strategies must be able to satisfy  the following objectives Demand  stimulation, information dissemination and maintenance of stable sales.

          Nigeria Breweries Plc is a renowned marketing company with its Headquarters situated in 9^th Mile Enugu State of Nigeria.  This organization has many branches in the federation.  This company is a marketing company presenting more that five hundred staff under it’s employee all over the federation out of this number, more than 150 staff written the range of Senior staff while the remain area either middle or Junior staff.  The firm has been recording rapid progress in their annual report passed through lots of precarious and turbulent situations due to poor sales and other problems.  This researched work therefore is bent on investigating on the effect of good public relation and organized promotion on the achievement of marketing services, using Nigeria Breweries Plc as case study.  Company’s image customers confidence are built through effective communication and promotional tools. Promotion is one of the major variables with which the marketing manger communicates information between  seller and a buyer in order to change the attitude and behaviour of both parties, it performs the role of persuasion, influencing and information.  These three are inter-related because to inform it to persuade and conversely a  person is persuaded.

          The promotional strategies include advertising, sales promotion, personal selling and public  relations/publicity.  Among these promotional tools, personal selling public relations, and advertising are perhaps most important since they dominate the main resources allocation by firm to promote their products or service.  The importance of promotion has been out of the fact the physical distance has  been out of the fact the physical distance between producers and customers are increasing and also because the number of potential customers are growing.  This  therefore means that for there to be effective marketing of commodities, promotional strategies must be able to satisfy  the following objectives demand stimulation, information dissemination and maintenance of stable sales

          Nigerian Breweries Plc is a renowned marketing company with its Headquarters situated in 9th Mile in Enugu State of Nigeria.  This organization has fifteen branches in 15 state of the federation.  This company is marketing company presenting more than five hundred staff under its employee all over the federation out of this number more than  150  staff sells written the range of senior staff while the remaining area either middle or junior staff.  The firm has been recording rapid progress in their annual report passed through list of precarious and turbulent situation due to poor sales and other problem.  This researched work therefore is bent an investigating on the effect of good public relation and organized promotion on the  achievement  of marketing serves, using Nigeria Brewery Plc as case study.

1.2     STATEMENT OF PROBLEM

          Experience have shown that development grow and survival of service and commodity industries like  the marketing firms depends much on their ability to maintain good public relation, communicate effectively with customers  and fashioning out a good and effective promotional and marketing strategies.  The management of most commodity services and marketing firms faces the problem of identifying the actual effect of public relations.  Promotional and market strategies on their organizational objectives.  The aim/problem of this researched is to examine the promotions and adequate control affecting the marketing objective of Nigeria Breweries Plc.  The impact of there variable in term of its revenue generation profitability sales volume and provision of better services will be examined.

1.3. Objectives of the Study

          This research is to amongst others:

1. To examine the relationship between good public relation and organized promotions on the achievement of marketing objective based on promotional strategy.
2. To examine the relationship between good public relation and organized promotions on the achievement of marketing objective based on volumes of sales.
3. To examine the relationship between the adoption of good public relation by Nigeria Breweries Plc and organized promotions on the achievement of marketing objective.
4. To examine the relationship between factors militating against effective good public relation and organized promotions on the achievement of marketing objective in Nigeria Breweries.

1.4. Research Questions

An attempt shall be made to provide answers to the following questions:

1. What is the relationship between good public relation and organized promotions on the achievement of marketing objective based on promotional strategy?
2. What is the relationship between good public relation and organized promotions on the achievement of marketing objective based on volumes of sales?
3. What is the relationship between the adoption of good public relation by Nigeria Breweries Plc and organized promotions on the achievement of marketing objective?
4. What is the relationship between factors militating against effective good public relation and organized promotions on the achievement of marketing objective in Nigeria Breweries?

1.5.    Research Hypotheses

1. There is no significant relationship between good public relation and organized promotions on the achievement of marketing objective based on promotional strategy.
2. There is no significant relationship between good public relation and organized promotions on the achievement of marketing objective based on volumes of sales.
3. There is no significant relationship between the adoption of good public relation by Nigeria Breweries Plc and organized promotions on the achievement of marketing objective.
4. There is no significant relationship between factors militating against effective good public relation and organized promotions on the achievement of marketing objective in Nigeria Breweries.

1.6     Significance of the Study

          The significance of this study can be viewed from the following perspectives.

1.     One main significance of this study is that when completed, it would serve as a bridge for the gap that have been created between where previous works on this subject area stopped and today.

2      This study is significant in the sense that it’s finding would serve as a base and framework for future researchers to carry out further studies in the field of knowledge under study.

 3       The outcome of this research is hoped to be of immense use to students of management since it contains information on how to improve and attained marketing objectives of the organization under study.

5        Underperforming employees or team in the Nigerian Breweries Plc would also gain from this research in view of the fact that they would have a chance of being coached, trained and developed to improve their performance vis-à-vis productivity.

6        The significance of this study would include all those who would benefit from and use the information from the study like researchers or students of organizational behaviour, performance management, productivity, human resources and business administration.

1.7     Scope of the Study

          A study of this nature ought to be carried out in all companies in Nigeria. However, given the limitations experienced by researchers all over the world as part of research experience in terms of content coverage, the scope of this study is delimited to the effect of good public relation and organized promotions on the achievement of marketing objective with references to Nigeria breweries PLC.

1.8     Limitations of the Study

          It is inevitable that a survey research of this nature must have some constraints which impact on this study. The study was limited strictly to Nigeria breweries PLC. Insufficiency in research funding reared its head to perhaps limit the researcher’s efforts and interest during typing, photocopying and binding processes.

          The Nigerian culture of anti-intellectualism was another limiting factor experienced from the employees of the proposed research centres. Initially, the researcher did not elicit the correct response when he presented his research endeavour in academic terms to the employees who were unwilling to co-operate. The irrational and unpredictable behaviour of human beings who characteristically behave and react differently to the same situation was seen when some employees were willing to give the needed and pertinent information. Others were different, atimes reluctant and even refused to co-operate under persuasion.

          Lastly, Nigerians have a phobia for census to the extent that the researcher was often mistaken for a census official by the employees and may be denied vital research information. They also have a phobia for giving information about themselves. These problems were however overcome when the researcher became closer and familiar to the employees by visiting them more regular to ensure that they can complete the administered questionnaire as expected.

1.9     Operational Definitions

1. Promotion:  With regards to the contents of the study, promotion is an exercise in information persuasion and influence
2. Promotional Strategy: With regards to the contents of the study, this is the combination of all the promotion which comprises personal and non-personal of communication.
3. Marketing: With regards to the contents of the study, this is a process of planning and executing the conception, promotion and distribution of ideas, goods and service to create exchange that satisfy individual and organizational objective.
4. Customer or consumer: With regards to the contents of the study, these are the target group to whom products and services are produced for.
5. Advertising: With regards to the contents of the study, this is the creation of awareness appeals to a large audience by providing information on the products and services available for disposal.
6. Effective: With regards to the contents of the study, this refers to the process of producing advising result
7. Control: With regards to the contents of the study, the process of devising was and means of ensuring that every thing is going as planned.
8. Management control: With regards to the contents of the study, this is usually perceived as seed back system to ensure manage and measure actual performance compare this against standards and identify and deviation.

1.9 Organizational Profile of Nigeria Breweries Plc

Nigerian Breweries was incorporated in 1946. its first bottle of beer, STAR Lager, rolled off the bottling lines of its Lagos brewery in June 1949. As the company expanded into other regions, other breweries were subsequently commissioned by the company, including Aba Brewery in 1957, Kaduna Brewery in 1963. By 1971, the company was one of the largest industries within the country in terms of capital investment.^[3] It later added a brewery in Ibadan in 1982. In September 1993, the company acquired its fifth brewery in Enugu, and in October 2003, its sixth brewery, sited at Ameke in Enugu. Ama Brewery began brewing on the 22 March 2003 and at 3 million hectolitres is the largest brewery in Nigeria. http://logbaby.com/news/nigerian-breweries--39--enugu-plant-produces-at-full-capacity--employs-1000-staff_18505.html#.VTf4zZPhC8g 

An idea to establish a brewery in Lagos was promoted by Frank Samuel of UAC prior to World War II. But it was not until the war ended that concrete steps were taken to kick start such a project. Market leaders in the sector were all imported brands with a non existent locally produced beer. In addition, UAC did not have a technical history in beer making leading the firm to enter into a technical agreement with Heineken, the new project also included other major merchandise companies in Nigeria such as John Holt, GBO, SCOA, CFAO and UTC who all took some equity interest in the new company Heap, (1950). Construction of the brewery began at Iganmu, Lagos in 1947 and was completed in 1949. At the time of completion, a major hurdle of NBL was how its brand can gain the acceptability of consumers as a preferred local brewed beer, it also had the issue of transporting the product to consumers around the country Drum Africa's leading magazine, (1972). To gain acceptability, NBL developed consumer market research to understand the demands of the market and a marketing strategy around it first product STAR Lager using advertisements to show a link between drinking beer and modernity. Heap, (1950) one of the advertising themes was to depict the beer as a quality product produced locally, engaging consumers to buy made in Nigeria beer. Drum Africa's leading magazine, (1972) It engaged the services of sister outfit, Lintas to produce its advertisements and was one of the early companies to use sophisticated market research skills and to heavily advertise a Nigerian brand using Frpa,  (2003) both outdoor, print and television outlets. Between 1950 to 1960 beer consumption increased in Nigeria and NBL increased its market share. Heap, (1950) Star attained market leadership in 1960 which created a need to build more factories in Nigeria. To get products to consumers, the company gave rights to sell its brand to select distributors and built depots at strategic locations within the country. In the 1970s, it created a motorised and national sales team.

Products

The company has a portfolio of high-quality brands, including

• Star Lager (launched in 1949) Pale Lager
• Gulder lager beer (1970) Pale Lager
• Legend Extra Stout (1992) 7.5% ABV Extra Stout
• Heineken Lager (June 1998) Premium Lager
• Goldberg Lager (October 2011)
• Life Continental Lager (October 2011)
• Star Lite Lager (February 2014) Pale Lager
• Ace Passion Apple Spark (December 2014)
• 33 Export Lager (January 2015)
• Williams Dark Ale (January 2015)
• Turbo King Stout (January 2015)
• More Lager (January 2015)
• Breezer (January 2015), in three varieties of fruit-flavoured bacardi drink
• Ace Roots (April 2015)
• Star Radler (July 2015)
• Ace Rhythm (September 2015)
• Star TripleX (September 2015)
• Strongbow Cider (November 2015)

Alcohol-free drinks

• Maltina (1976), in three varieties, namely Maltina Classic, Maltina Strawberry, and Maltina Pineapple; Maltina Sip-it (2005), in Tetrapak;
• Amstel Malta (1994).
• Fayrouz, in pear, pineapple and exotic flavour (2006)
• Climax Energy drink
• Malta Gold (October 2011)
• Himalt (January 2015)
• Maltex (January 2015)