THE ROLE OF ADVERTISING ON PRODUCT POSITIONING (A CASE STUDY OF COCA-COLA NIGERIAN BOTTLING COMPANY PLC)
ABSTRACT
The researcher set out to investigate the role of advertising on product positioning with special focus on non-alcoholic beverage drink industry. To this end, questionnaires were designed and distributed among consumers, dealers, advertising agencies and coca-cola staff. With the outcome of the analyses of the questionnaires, the researcher concludes that advertising is vital in positioning products/brands. The analyses of the returned questionnaires show that, there is a significant relationship between advertising and product positioning, advertising plays a role in communicating product/ firm’s position and that, advertising affects consumers’ perception of a company’s product and image. It is also observed that advertising could as well be used as tool for increasing market shares because when people know about a product and its benefits to them, they buy more of such product. This signifies that repetitive advertising is necessary for consumers to be able to always remember a product and its benefits and values in view of other competitive products. The researcher observed that when firms make adequate use of advertising, it can effectively position their products and brand in the minds of consumers given the fact that repetitive advertising can go extra mile in registering the brand in minds of consumers and propel both present and potential buyers to go extra purchase, thereby increasing the market shares of the company.