Product Planning Distribution And Management (a Case Study Of The Nigeria Bottling Company’s Plc, Enugu., Abstract
Product Planning Distribution And Management Are Very Vital In The
Production And Distribution Of Very Manufacturing ...
Product planning distribution and management are very vital in the
production and distribution of very manufacturing organization. Before ever a
manufacturing company should come out with a good quality product, it must
undergo many processes, from planning for either short range or long, fore
casting doing market research and consumer survey, protesting the product and
introducing the product to the market through different channels of
The aim of this study is to
describe how the Nigeria bottling company plc, Enugu is really involved in the
process of product planning, distribution and management. This is done by
gathering information from certain problems usually associated with product
planning, and proposing remedial measures after revealing areas of problem. The
question in the questionnaire were based on the research question s
developed for this purpose while analysis were made using the chi-square (x2) test and percentage from here a
discussion of the findings, recommendation and conclusion were made by the
It is hoped that this
will aid managers in planning, distribution and managing the their products by
taking effective and efficient decisions in these important decision areas. For
examples the company should recruit highly staff and give them adequate training.
TABLE OF CONTENT
Background of the study
Statement of the problem
Objective of the study
Scope of the study
Limitation and problems
Significance of the study
Definition of term
Meaning of product
product planning and product development
Decision areas in product planning
The function of product planning
Planning for new product
The expanding duties of the product manager
Physical distribution objective
Selection channels of distribution
RESEARCH DESIGN AND METHODOLOGY
INTRODUCTION OF THE STUDY
Research design or methodology
Area of study
Population of the study
Sample size determination
Instrument for data collection
Validation of the instrument
Reliability of the instrument
Methods of data collection
Method of data analysis
DATA PRESENTATION AND ANALYSIS
Presentation and analysis of data
Testing of hypothesis
Summary of results
DISCUSSION RECOMMENDATION AND CONCLUSION
Summary of finding a d discussion
1.1 BACKGROUND OF THE STUDY
A product has been defined by the American marketing association
as any thing that can be officered to a market for attention, acquisition or
consumption including physical objects, services, personalities, organization
A product as defined by
stanchion in fundamentals of marketing. A product is a set of tangible and
intangible attributes that leads to customer satisfaction. product planning
embraces all the activities that enables a company to determine what product t
Management deals with all those
who have supervisory responsibility ranging from the chief executive down to
the first line supervisor, in this case, management is regarded to as box, that
is those who direct the work of others and their own through their own offers and
efforts of others thus, product planning and management, comprises all the
activities that enables a company to determine what it will market of product
so as to satisfy customers wants and need respectively.
This involves the process of
effectively planning and regulating the operations of that part of enterprises
which is responsible of that part of enterprises which is responsible for the
actual transformation of materials into finished products. This includes all
the activities required. In storage and distribution of the company’s goods.
This addresses the questions
Which type of channels a seller should select for his product.
Which particular middlemen include in each channel type and.
How to management distribution n system for effective performance. The company
or firm should know the degree of channel control desired, by controlling the
channel, the producer attempts to ensure that this product will receive the
necessary sales push as well as any other essential elements needed to present
the product properly and satisfy and customers.
The company of firm should make necessary effort to control the
quality of the product.
Product quality- the quality level to be built into the
product is a conscious decision to be made by the manufacture. A higher quality
product normally is more costly to product than a lower quality one and so
commands a higher price on the market. The quality level decision therefore
should be related to the price range that will be attractive to the mainstreams
of potential buyers, quality is multifaceted. It relates to, or depends on.
Such factors as the quality of raw materials used the production process
Itself, quality controls
during production packaging or dressing of the product, price of the product,
the environment in which the product is displayed for buys, the durability of
the product is used and the buyers, expectation and appreciation in general,
product quality tends to be high to the extent that any of the above factors is
good or high as the case may be.
The quality produced has be in
line with demand at a particular point in time so as to fight against out of
stock and over stock.
The company has to be watchful
at any point in time so as to know what type of product to be produced, when to
produce. How to produce, whom to produce for the (target market) and cloy such
a product is required.
According to Charles a Scheve
and Reuben M Smith. The basic goal of product management is to ensure that a
product matches the wants and needs of consumers in its market. Then many
markets make the mistake of thinking that consumers feel and act as they do
and share their wants” invalid assumptions on the part of marketers.
Results to marketing failures previously, about one hundred years ago, there
were few producers. The sellers oriented type of market was prevailing
consumers out weighted the number of producers and little or no regards was
paid to consumers welfares. Production concept of marketing philosophy was
prevalent. What ever was produced had to be consumed. This goes to mean that
the total produce concept is the entire set of benefits the products provides
to the consumers. No attention was paid to product packaging, branding product
quality and other important physical attributes of a product.
As time went on, more and more
producers come into the market. This gave rise to conception among the
available producers consumption was based on good packaging brand image,
product quality convenient. This is known as product concept in marketing
It is this situation that
forced manufactures to spend time in product packaging, labeling, branding etc.
Now due to advancement in both
technology and communication as will as production equipment introduced into
the circulation makes the market more complicated. This is the era that
brought about marketing concept. Here manufactures and producers first of all
is out to find really the needs and wants of consumers, then the most admirable
type colour, package design, branding and labeling that all best suit the
desire of the potential and actual consumers of the product.
Product planners must try to
match the firms resources lie what it is capable of producing with the men,
money, machines and materials it ahs with the needs of consumers satisfaction
and highest company profits can be achieved wit the limited resources available.
Because of the sophisticated
nature of today’s business, many tactics are being applied by
different companies to fight back competitions and to stand firmly in the
market. Many new products are constantly being introduced into the market.
Innovators are seriously doing
their job; old and profitable products are modernized while some are deleted
out of the market. Companies use specific and admirable packaging design, good
branding and beautiful types of labeling to distinguish their products from
many in circulation. Similar products in the market.
1.2 STATEMENT OF PROBLEM
In most business operations today the task of planning and
managing a product is not an easy one.
Emphasis is laid on the
problems associated with product planning distribution and management in NBC
The company is having problems
in procuring raw materials. The reason is that.
The Federal Government banned the importation of the base material-what?
Local supplier do not always have enough to give the company.
The local inputs have to be refined to bring them to the standard record by the
Transporting the raw materials is a problem since the company does not have
enough f town trucks.
The raw materials are usually bulky.
The company is also having
problems in product planning and development.
The reason being that the
company exists in an economy strangled by hyperinflation and insecurity.
Consumers are now being very careful on what to spend for or consumer.
Another problems that the
company encounters is that of increased competitions from companies like 7 up
bottling PLC. The company’s competitors are having a high quality of product
often not much different from the NBC. Even where NBC gain in terms of quality
and diversification, other gain by more liquid content, as 7 up against sprite
and cheaper prices.
In the area of distribution and
product management, the company has insufficient number of trucks and
experiences bottle breakages and pilfrages.
1.3 OBJECTIVE OF THE STUDY
This study is purely on product planning, distribution and
management. It aims at describing how NBC PLC is really involved in these task.
To do this the study is armed with information gathered from extensive literature
review as a base.
The main and primary objectives
of this study is to define certain problems usually associated with product
planning distribution and management in NBC PLC which require a proposal of
remedial measure after reveal areas of the problems.
The study will investigate on
the areas of the company’s procurement of raw materials use. How the company
plans for its products.
How this product is developed.
How the management and workers take decision, what channel of distribution is
used, and how are the products managed from production to consumption.
1.4 RESEARCH QUESTIONS
For the purpose of this study the following research question have
been proposed by the researcher.
Do you have problems in procuring raw materials used by your company.
Do you plan for your product before production.
Do you encounter certain problems in planning and managing your products.
Do you normally meet up with demand during peak period.
How do distribution cope with the distribution system of your company.
Do your products meet a real need of consumers or do they complain of poor
1.5 SCOPE OFD THE STUDY
This study covers the Nigerian Bottling company
PLC Enugu the producer of
Fantat (Quinine and Orange)
1.7 SIGNIFICANCE OF THE STUDY
It is beneficial to the write
in the sense that it gives him opportunity to review personally almost all that
it exposed the writer to a very wide area f business most especially during the
cross of research and widened his knowledge. Also with the opportunity provided
by the research study, the writer having obtained facts from research carried
out will be privileged to express higher opinion based on personal
judgment on the subject matter (Nigeria Bottling Company PLC Enugu) when the
suggestions and recommendations provided by this study are implemented this is
it fault will reality the weaknesses identified during the course
of study. Also the exposure and awareness which this project will create about
(Nigerian Bottling Company PLC Enugu) could help in attracting different
categories of individuals and groups to come and invest in (Nigeria n
Bottling Company PLC Enugu as required by the Authority.
Finally, since it is generally
believed that examination alone does provides the true test of one’s ability or
knowledge the polytechnic could use this project work to measure the
performance and seriousness of the student or writer.
1.8 DEFINITION OF TERM
Because of the misconception of product and the mis-positioning of
products there is need to explain some production know how which few has been
ORGANIZATION OF BRANDING
Organizing of the product
branding is a variable product attribute. Branding considered as one aspect of
product policy. It seemed also to be a phase of promotional policy since it is
an and to communication.
Brand policy issue center
ground the question of whether to brand in the first place and their whether to
use individual product brand of a family or blanket brand. The same brand far
all the product in the line in there exist a problems of whether to sell price
Management ability to position
a product appropriately in the market is a major determinant of company profit.
According to William Stanton.
A product position in the image that product prefects is relations to
competitive products by the company in question William Stanton goes on saying
that the more to product positioning is an attempt by business.
This is the part of marketing
that addresses how product are moved and stored. A physical distribution
channel include intermediates often not considered to e part marketing channel,
such as transportation companies public were house and insurance
companies that participates and the movement and a towage of products.
These agent who do not take
thrift to actually own the goods they handle are referred functions is to
facilities the movement of goods.
TERMS AND CONDITIONS APPLY
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