Impact of Marketing Strategies on the Performance of Soft-Drinks Manufacturing Companies in North-Central, Nigeria

Abstract

The main objective of this study is to examine the impact of marketing strategies on the performance of Soft-drinks Manufacturing Companies in North-Central, Nigeria. The study investigated how product strategy, pricing strategy, promotional strategy and place/distribution strategy impacted on the performance of Soft-drink manufacturing companies in North-Central, Nigeria. The study adopted a survey research method which involved the use of both primary and secondary sources of data. A total of one hundred and sixty four (164) Management Staff of Nigerian Bottling Company and 7-Up Bottling Company in North-Central, Nigeria were selected using stratified random sampling from the targeted population of three hundred and five (305). The data were analyzed using Multiple Regression Analysis and Ordinary Least Square (OLS) to test the formulated hypotheses in line with the objectives of the study. The major finding revealed that, “there is a significant relationship between Marketing Strategies and Performance of Soft-drink manufacturing companies in North-Central, Nigeria. The study however, recommends that Nigerian Bottling Company and 7-Up Bottling Company should continue to improve on their marketing strategies by producing quality soft-drinks with attractive package, design, test and application of appropriate pricing dimension for total customer satisfaction and subsequently, sustainable competitive advantage. The study concludes that the extent of the performance of any soft-drink manufacturing company is determined by the successful implementation of its marketing mix policies and strategies.

Keywords: Company Performance, Manufacturing Companies, Marketing Mix, Marketing Strategies, North-Central, Nigeria.