DETERMINING THE EFFECTIVENESS OF PRODUCT PLANNING AND MANAGEMENT IN NIGERIA BREWERIES (A STUDY OF NIGERIA BREWERIES PLC)

ABSTRACT

This study was carried out to determining the effectiveness of product planning and management. A study of Nigeria Breweries (NBL) Plc, Enugu.  The main objectives of the study include.     To find out how effective and strategy has been to the company. To find out the various department involved in product planning and management company encounter in getting these process right.  The survey research design was used in carrying out the study in which a sample size of 70.90 was drawn from the total population of 120 for staff, and sample size of 150 was drawn from the total population of 240 for distributor and retailers, and also sample size of 300 was drawn from the total population of 1200 for customers within Enugu metropolis. Table were used in presentation in data which the chi-square (X²) non parenetic statistical test was used in data analysis.  In testing of the hypothesis the researcher came out with the following findings. NBL plc has a formal process in product planning management Effective product planning and management has contributed largely in positioning of the company product. NBL plc does encounter problems in its product planning and management process. Based on these finding, the research recommend that: Research should be carried out on consumer taste and choice before product planning development is embarked upon. Staff occupying strategic positions should be adequately trained. More corporate social responsibility program should be done by the company especially to higher institutions within the state and that are is neighbouring state.

TABLE OF CONTENTS

CHAPTER ONE  

INTRODUCTION

1.1        Background of the study                                              

1.2        Statement of the Problem                                    

1.3        Objective  of the study                                        

1.4        Scope of the Study                                                     

1.5        Research Questions                                                    

1.6        Formulation of Hypothesis                                    

1.7        Significance of the study                                              

1.8        Limitation of the study                                         

1.9        Scope Delimitation of the Study                            

CHAPTER TWO

Review of related literature                       

2.1        Meaning of  a Product                                        

2.2        Dimensions of Products                                               

2.3        Product Classification                                          

2.4        The Function of Product Planning                          

2.5        New Product                                                              

2.6        Planning for New Products                                   

2.7        New Product Development Strategy                              

2.8        Product Life Cycle Management Strategy                       

2.9        New Product and Services Decision                               

2.10    New Product Pricing Strategies                             

2.11    Profile of Nigeria Breweries Plc Enugu                    

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1        Research Design                                                 

3.2        Area of Study                                                            

3.3        Population of the Study                                               

3.4        Sample and Sampling Technique                           

3.5        Instrument for Data Collection                              

3.6        Method of Data Analysis                                              

CHAPTER FOUR

Presentation, analysis, and interpretation

4.1        Presentation, Analysis, and Interpretation               

4.2        Data Analysis                                                             

CHAPTER FIVE

5.1    Summary of Findings                                          

5.2        Conclusion                                                        

5.3        Recommendations                                                      

Bibliography

Questionnaire

CHAPTER ONE

1.0       INTRODUCTION

1.1 BACKGROUND OF THE STUDY

        A product according to Kotler and Armstrong (2004:276) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Products include both tangible and intangible goods.

        According to stanchion (2005:85) product refers to tangible and intangible goods that lead to customer’s satisfaction.      Product planning entails the activities that enable a company to determine what product it will market and how it will be marketed.        Management involves getting things done through and with people.    Put together product. This involves process from planning to production (Moore, 2003:5).        A successful product starts with a good plan, and this entails building and executing program that whill help in pushing or pulling customer to the products given the rapid changes in consumer tastes, technology competition, companies must develop a steady stream of new product and services.

        According to Kotler and Keller (2004:315), a new product development in a company can be obtained through acquisition by buying a whole company a patent or a license to produce someone else’s product. While the other is through the company’s own research and development departments.     It is possible for a market leading companies like Nigerian Breweries (NBL) PLC to capture customers and market demand, manage a technology road map and continuously monitor its product performance in order to be market focus and assume target effort through effective product planning and management which enable it put more emphasis on the front and of the product development life cycle. (www. Siemen. Com). Product planning and management help company’s especially highly competitive industries to resolve issues relating to the marketing and market for a product. According to Schewe (2001:185), the basis goal of product management is to ensure that a product matches the want and needs of consumer in its market. Product planning and development personal need to be directly involved in understanding customer needs. According to Kenneth (2007:135), this may involve visiting or meeting with customers, observing customer using or maintaining products, participating in focus group or rotating development personnel through marketing, sales or customer support functions. This direct involvement provide a better understanding of customer needs, customer environment and product use, and provide a better perspective for development decisions. A good product planning and management should be responsible for a single product or group of products.  It involve coordinating the following activities product development, market research, sales advertisement.

        With the on going competition the beer drink industry basically between the two major beer drink manufactures, Nigeria Breweries Plc and Guinness Nigeria PLC, the only way to still remain relevant in the market is through effective product planning and management which entails constant product innovation, marketing research product modification and monitoring of product market life cycle (PMLC) (Achison, 2002: 85).

Company Profile of Nigeria Breweries Plc

Niger Breweries PLC, the pioneer and largest brewing company in Nigeria was incorporated in 1946 in June 1949, the company recorded a landmark when the first bottle of star lager beer rolled of its Lagos Brewing bottling lines. This first brewing in Lagos has a undergone several optimization process and as at today boasts of the most modern brew house in the country.

        In 1957, the company commissioned its second brewery in Aba, Kaduna brewery was commissioned in 1963 while Ibadan Brewery came on stream in 1982. In 1993, the company acquired its fifth brewery In Enugu. In October 2003, a sixth brewery, sited at Ameke, in Enugu state was commissioned and christened AMA brewery. Ama brewery is today, the biggest and most modern brewery in Nigeria.

        In October 2011, Nigeria Breweries acquired majority equity interests in sonar systems. Associated Business management limited and life Breweries limited from Heineken N.V. This followed Heineken’s acquisition of controlling interests in five breweries in Nigeria from soda group in January 2011.

Sonar systems  two breweries in of a and Kaduna, and life Breweries in Onitsha have now become part of Nigerian Breweries plc, together with the three brands. Goldbery lager, maltaGold and life continental larger.

The from the humbly beginning 1946, the Nigerian Breweries now has eight operational breweries to all parts of Nigeria, in addition to the ultra modern malting plant in Aba and Kaduna.

Brand Portfolio

        Niger breweries, Plc has a rich portfolio of higher quality” Star larger Beer, the first in its portfolio, was launched in 1949, this was followed by Guilder lager beer in 1970; Maltina the nourishing malt drink, was introduced in 1976, followed by legend Extra stout in 1992. Amstel Malta was launched in 1994 while Heneken lager beer was launched in 2005, while Fayrous was launched in 2006. In 2007, the company introduced star, Heineken and Amstel Malta in cans.

        In 2011, the company sold a total of 29 stock keeping units (SKU’s) including climas Energy drink as well as Goldberg larger, Malta Gold and life continental larger which became part of the family in October 2011.

Organization Chart of the NBL (Plc) Enugu