CHAPTER ONE

1.0  INTRODUCTION

The business or beer production is an imported technology in Nigeria it is on record that beer bewaring was one of the earliest modern industries to be established in Nigeria, it is well known that while the earlier breweries were established, either by foreign interest of by state government, the new breweries are mostly established by privately owned Nigeria business organization. Before the Nigerian civil ward, there existed only a few breweries. However, as a result of the oil boom that came with the en of the civil war, brought some changes in the economic structure of the country, the income pattern of most Nigerian were thus reshaped, which having and appreciable level of disposal income, these led to a massive entry of private individuals into the industry which eventually resulted in accelerated growth in beer production. This increase in the number of brewers firms has naturally led to strong competition among the firms involve also for a firm in brewing industry to survive, grow or improve its market share, it must endeavor to do the following: -

i.            Concentrate on high quality products development

ii.           Fair pricing

iii.         Effective promotional activities

In other words, it must be effectively integrate its marketing mix to ensure its survival. Beside competition, the proliferation of brewery firm creates other problems of choice to the consumers, and number of economic, psychological and socio-political problem started to develop. This being the case, the management of these brewing firm is faced with problem of trying to identify which among these variable exert the greatest influence on consumer preferences of brand of each beer product over others.

       This has led to policy of most breweries marketing department investing heavily on advertising as the surest means of reacting to increase their market share and make up they over look other important promotional tools, therefore advertising can be seen as a means of marketing known in order to sell something. In this work advertising refers to the general meaning, a group of activities aimed at end including dissemination of information through the media about a company or its product. Advertising, which is defined as any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor, involves the use of mass media. By Bona Chuks E. (marketing communication) 2007.

       The main test of advertising is to communicate effectively so as to enable establish awareness of creating a favourable attitude to stimulate demand for a product or series among potential. Advertising can be used to create new demand, to calculate new tests and requirement to promote the sale so new kinds of goods and to explain their uses to the consumers.

1.1  BACKGROUND OF THE STUDY

Nigeria breweries was incorporated on the 16th November 1046, it was incorporated as a private company for the purpose of manufacturing and selling beer and mineral, water, with a share capital of $300,000 (three hundred thousand dollars) all shareholders were foreigners.

       On the 30th November, 1946 Mr. Donglas Jones, Mr. John Stanley, Hug Her and Mr. George Lot grave, were appointed the first directors of Nigeria breweries limited (but later change Plc).

       The company having been incorporated board of directors inaugurated, and it pioneers staff approved and appointed it was time to build both breweries and office. A site was acquired and actual building begins in 1947, all the machinery and technical personnel’s  came from abroad, it took years for the work to be completed.

On 2nd June 1949, Nigeria breweries produced her first Nigeria made larger beer as the year goes by, Nigeria breweries continued to improve and increase in production of many other drinks such as star, Gulde,r schnapps, Heineken.

In 1955 construction work began at Aba breweries in 1957, beer was produced for the time at Aba brewery and was produced in full capacity.

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