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ABSTRACT
This project work was on product planning and distribution. A case study of Nigeria Bottling company (NBC) PLC Enugu.
The main objectives were.
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To understand the idea of product planning, product distribution and its circle.
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To know system of planning and distribution.
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To apprehend the effect of product distribution and planning as it relates to management objectives.
Based on the objective of the study three hypothesis were formulated.
The population of study were drawn from the consumers and retailers of product in Enugu metropolis.
Topmam formular was used to determined the sample size.
Questionnaires were used to elicit data respondents.
Simple tables and (%) were used to analyzed data collected.
Based on the analysis the following findings were made.
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product planning enhance NBC marketing performance.
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Product planning enhances brand image of NBC products.
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Effective product planning by NBC increase consumer patronage.
The researcher, therefore made the following recommendation.
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The company should know how to enhance their marketing performance.
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The company should recruit highly skilled staff and adequate training so as to faces the challenges of other company in planning and developing the company products.
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The management should find out the seasons which demand for the company product are at its peak level.
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The company should add some distinct quality in their soft drink production so as to differentiate the taste of their product from that of competitors
CHAPTER ONE
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INTRODUCTION/BACKGROUND OF THE STUDY
Product planning is the originating evaluation and development of new ideas that can be profitable sold in the market place (Markins 1979).
A product is anything that can be offered to a market for attention acquisition, use or consumption that might satisfy a want or need include physical objects, services, persons, organization and ideas (Kotler 1989).
A product can also define as a set of tangible and intangible attribution that leads to customer satisfaction (Stanton 1981) in fundamentals of marketing.
In the light of the above therefore, product planning embraces all the activities that enable a company to determine what product it will market. 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 as a box that is those who direct the work of others and their own work through their own effort and efforts of others.”
Thus, product planning and management comprises all the activities that enable a firm to determine what it will market or produce so as to satisfy customers wants and needs respectively. This involves the “process of effectively planning and regulating the operation of that part of on enterprise which is responsible for the actual transformation of materials into finished product.” This includes all the activities required in storage and distribution of the company’s goods. This addresses the question of which of the channels a seller should select for his product.
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