MARKETING STRATEGY EMPLOYED BY TOBACCO COMPANY AND THE PROSPECTS FOR GROWTH
ABSTRACT
This research work is primarily concerned with the phenomenon of marketing strategies employed by Tobacco Companies and the prospects for their growth. A case study of the British American Tobacco Zaria, was undertaken with a view towards taking a critical analysis of the type of marketing strategies adopted by different brands of cigarette and of course to also examine the prospects the company has for growth and continuity.
However, a research study on British American Tobacco is incomplete without a flash back into the activities of Nigerian Tobacco Company Ltd, Zaria – a company that BAT has inherited. The research has evaluated briefly the marketing strategies employed by NTC before and the current strategies adopted by BAT. Attempt has been made with much emphasis on marketing strategies adopted by the present corporate management of BAT.
The British American Tobacco Company has completely deviated from the older marketing strategies of its predecessors (NTC) ranging from direct involvement of dealers in distribution channels to franchising and marketing executives penetrating nook and corners of their target market with a view to encouraging motivating and initiating outlets including attractive incentives.
Evaluation of the company’s marketing strategies was undertaken and in the event a number of useful recommendations were analyzed and put forth to management, direct at enabling the firm to effectively market its wide range of cigarettes brands.
| CHAPTER ONE | ||
| 1.1 | Introduction | 1 |
| 1.2 | Statement of the problem | 4 |
| 1.3 | Objective of the Research Problem | 4 |
| 1.4 | Significant of the Study | 5 |
| 1.5 | Research Hypothesis | 6 |
| 1.6 | Scope of the Study | 7 |
| 1.7 | Limitation of the Study | 8 |
| CHAPTER TWO | ||
| 2.1 | Literature Review | 9 |
| 2.2 | Marketing and Marketing Strategy | 10 |
| 2.3 | Marketing Concept | 12 |
| 2.4 | Strategic Marketing Planning | 16 |
| 2.5 | Product Policy and Development | 24 |
| 2.5.1 | New Product Planning and Development Strategy | 31 |
| 2.5.2 | The Product Life Cycle Concept | 34 |
| 2.6 | Pricing Strategy | 41 |
| 2.7 | Promotional Strategy | 45 |
| 2.7.1 | Promotional Mix | 47 |
| 2.7.2 | Product Distribution Channels Strategy. | 48 |
| CHAPTER THREE | ||
| 3.1 | Introduction | 51 |
| 3.2 | Primary Data | 51 |
| 3.3 | Secondary Data | 52 |
| 3.4 | Sample Selection | 53 |
| 3.5 | Chapter Arrangement | 54 |
| 3.6 | Historical Background and Development of British American | |
| Tobacco (Nig.) Ltd., Zaria. | 55 | |
| CHAPTER FOUR | ||
| 4.1 | Introduction | 58 |
| 4.2 | Data Presentation and Analysis | 58 |
| 4.3 | Discussion of Findings | 84 |
| 4.4 | Test of Hypothesis | 87 |
| CHAPTER FIVE | ||
| 5.1 | Summary | 90 |
| 5.2 | Conclusion | 92 |
| 5.3 | Recommendation | 93 |
| Bibliography | 97 | |
| Appendices | 99 | |
Contents