CHAPTER ONE
1.0 INTRODUCTION
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Distribution is a major element in the marketing Mix we all know that the key function of marketing is moving the products or services to the final consumer; this is the Purpose of distribution. Distribution is primarily concerned with;
Ø Channels of distribution, and
Ø Physical distribution.
These channels of distribution are the services from their point of production to their point of consumption. Some of these channels are direct while others are indirect.
Therefore, the effective management of these channels ensures customer satisfaction and increase in profit.
Managing, of the producer of such product or services. The choice of a channel is usually determined by the customer. As preference is now usually given to shorter channels as customers realized that there is price advantage if middlemen to be by past. Given these entire scenario distribution of goods and services must base on cost effective, customers want, and consumer satisfaction and different channels could be employed according to market segmentation.
Hence, this project work will look into the most affective mange distribution in a more complex organization that deals with consumer products like the Nigeria bottling company (seven up) and see how they were able to reach out to their numerous consumers directly or indirectly.
1.1 HISTORICAL BACKGROUND OF NBC (PLC) ILORIN
The Nigerian Bottling Company (Plc) first came in to Nigeria 1953 and its first plant was situated in Lagos. They operated under franchise of Coca-Cola limited. Coca-Cola is world leading soft drinks, sold in more than hundred and forty-five (145) countries of world. Their launch into the economy was beginning of an existing story of growth and development in the country, particularly the past forty-one (41) years with staff strength of about ten thousand (10,000) workers in difference field of operation all over the country
NBC sells more than six (6) million bottles per day. A figure which is still growth with the existing twenty (20) plants grouped into regions, eastern region western region, Lagos region, northern region.
The product bottled by NBC are, Fanta Orange, Coke, Tonic, Ginger Ale, Soda Water, Bitter Lemon, Fanta Lemon. Eva Water, which was introduced in 1996 and one (1) liter coke in 1997.
The success of the company has also brought with it the development of a number of sister companies which includes, Hew Delta Glass company, Ughelli which supplies millions of bottles required by NBC to keep them operating also, is the crown products limited, in Ijebu-ode and Kano, they manufactures the metal crown for well sealing of the bottles and Benin plastics company, which manufacture the containers of the products for easy packaging.
The NBC is identified to be the largest manufacturer of carbon dioxide drinks.
The NBC, Ilorin was established in 1979 with staff strength of about three hundred (300).
It has recorded a remarkable success since inception. The NBC, like every other organization was established with the aim of making profit. The company came into being with the intention of minimizing mass unemployment, considering the urgent needs f improving the standard of living in the country.
The major aim is to be able to market their products all across the country and record a considerable number of sales each day of the year. The sales of their product are paramount in the mind of the management team and as such would go extra miles to do this. The strategies laid down at achieving such aims are; the use of promotions, bonanzas and sponsorships for the customers.
The third identified aim of the company is to be able to be makes large profits with little effort. The objectives however, are that in the process of marketing their products, they satisfy the demands and needs of the customers.
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