This project is written to discuss on advertising strategy in a competitive business environment, advertising by Nigeria Bottling company (PLC) as case study advertising consists of paid message designed to inform or persuade buyer or idea by the identified sponsor. Meanwhile, strategy can be seen as the technique used to perform activities. Advertising strategy is a philosophy designed to accomplish the stated advertising goals.


It is important when discussing advertising to be fully aware of what advertising is all about Advertising definition are as numerous as the number of advertisement available in the mass media but there is yet to be a universally accepted definition. Advertisement is seen daily on television, Newspapers, Magazine, Radio and Posters e.t.c.


In the project work, answer will be provided to the following research problem.

I. What is advertising?

II. What are the reasons for advertising?

III. What are the functions of advertising?

IV. What are the function of advertising?

V. How do we budged for advertising?


The objective of the study is to highlight the importance of many researches works to various groups what really brought about this topic is the challenge encounter during the course of study and again there has not been a real precision in the study of advertising strategy in a competition business environment.


Nigeria Bottling Company that engages in planning an advertising strategy through various method will study will finds the research very useful in planning their day-day operation. In a way the study is a crucial review of the role in adverting strategy in competitive business in the Bottling Industries.


Owing to time and financial constrains one will not be able to involve other companies that are in soft drink bottling business. No matter  how important the are study. They are a lots of factors which limits the resesrcher ability in carrying out a wider study of research out of which the following major  factor External and internal factors 

The chapter of this project topic consists five chapter 

1. Chapter one: based on introduction, statement  of problem, objective of the study e.t.c 

2. Chapter two discuss about literature review, the role of advertising in a environment tyes of adverting strategies, media for advertising etc.

3. Chapter three : base research methodology, research population definition, research design etc.

4. Chapter four: base on data presentation and analtsis.

5. Chapter five: finding, summary etc. 

Finally: conclusion and recommendation will be made at the chapter of the research work.

Table of content 

Title Page




Table of content


Chapter one 

1.1. Introduction

1.2. general statement of problem 

1.3. objective of the study 

1.4. significance of the study

1.5. scope of the study and limitation

1.6. limitation of the study 

1.7. historical background of the case study 

1.8. definition of terms 

Chapter two 

2.0. Limitation Review 

2.1. The Role Of Advertising in a environment 

2.2. types of advertising strategies 

2.3. budgeting of advertising expenditure 

2.4. form o0f advertising 

2.5. media for advertising 

2.6. bases for media selection magazine

Chapter three 

3.0. Research methodology 

3.1. Research population definition 

3.2. Research design 

3.3. Data collection method 

3.4. Method of data analysis and presentation

Chapter four

4.1. presentation and analysis of data 

4.2. the soft drinks in Nigeria and NBC’s market share 

4.3. the rational for advertising in Nigeria bottling company

4.4. the advertising strategy adopted by Nigeria bottling company

4.5. the effect of strategy on Nigeria bottling company performance 

4.6. advertising problem of Nigeria bottling company 

Chapter five

summary of finding 





It is important when discussing advertising to be fully aware of what advertising is all about. Advertising definition are as numerous as the number of advertisements available in the mass median but there is yet to be a universally accepted definition. Advertisement is seen daily on television, newspapers, magazine, radio, posters e.t.c. It the question “What is advertisement? I asked, the common commercial seen or heard readily comes to mind. But there is much more to advertising that exists and experienced by every one.

It could mean different things to different people. To some, advertising is a profession, a business tool to many and a form of communication to almost every one. And like communication advertising is either good or bad. It is amusing, entertaining, useful, boring, wasteful deceptive an intrusion, silly, or a necessity. There are as many perspectives to advertising as there are individuals. For it is the gains or losses from it that shade individuals perception. These who gain from advertising would always control its virtues many definitions to be given while those who have nothing to gain from it would surely hold negative views about it. Advertising is much like electricity, it is greatly known and also the uses, but to define it successfully are not easy.

In a study “the consumer view of advertising” carried out in 1974 by the American Association of Advertising Agencies. For as more than half of the respondents described advertising as a channel of information from manufacturers to consumers. More than a third of this representative sampling of consumers defied advertising as a form of salesmanship or persuasion. Some defines advertising as manipulation propaganda and misleading. Many scholars professional bodies sand association had given various definition of advertising with minor differences. However, it is note worthy that each definitions is unique on its own. Hence we can say advertising is a complex field.

A more comprehensive definition was provided by the American Marketing Association (ASMA) which says advertising is any paid form of non personal presentation and promotion of goods services or ideals by identified sponsor. This definition is widely accepted. It is acceptable simple because of key element it provided.


It the project work, answer will be provided to the following research problem.

1. What is advertising?

2. What are the reasons for advertising?

3. What are the tools for advertising?

4. What are the functions of advertising?

5. How do we budget for advertising?

6. What are the types of advertising?

7. What are the methods and approaches of budgeting expenditure?

8. What are the forms of advertising?

9. What is competition?

We can also write the statement of the problem in this way.

The importance of stork in any organization can not be over emphasized. Control must be accorded a great attention so as to minimize some of the problems associated with advertising control, some of these problems are:

i. Advertising valuation methods are many.

ii. There are improper record keepings.

iii. The supply of raw material is in effective.

iv. No policy regarding minimum and maximum stock levels determination.

v. The company adapts manual advertising control system.

vi. The bi-annual stock taking is not enough for effective controls.


The objective of the study is to highlight the importance of many research works to various groups. What really brought about this topic is the challenge encounter during the course of study and gain there has not been a real precision in the study of advertising strategy in a competition business environment.

Like in a Nigeria Bottling Company PLC of the topic chosen will be of benefits to successful advertising planners and an effective advertising research in any business organization in the future.

The project will also serve as guide to the future students when embarking on a similar research. The business organization in the country could draw some facts in how a firm could design effective advertising strategy which is believed its will enable the business organization to achieve its goals and objectives. More so, to industrial companies this work will provide the guideline for designing effective advertising strategy between competitors.


Nigeria Bottling Company that engages in planning an advertising strategy through various methods will find the research very useful in planning their day-to-day operation. In a way the study is a crucial review of the role in advertising strategy in competitive business especially in the Bottling Industries.

Nigeria Bottling Company Management owns a duty of putting there houses in order all their advertising strategies.

This study has showed how the company task can be achieved, it is also discovered in the course if this research that advertising strategy is used in the increase of the sales. If product in both competitive oligopolistic and monopolistic markets.

Apart from the above important factors of students saddle with project similar to this study will also find the research useful. Effective and efficient advertising strategy will also help companies that experience keep competition among themselves to achieve its set out objective.

The research is equally significant to the researchers as it part of the requirement for the award of National Diploma (ND) Certificate in the polytechnic.


Owing to time and financial constraints one will not be able to involve other companies that are in soft drink bottling business. No matter how important they are to the study.

Bottling company like Top Bottling Company, Limca Bottling Company, Tandy Gruanner and Schweppes Bottling Company e.t.c are involved in Bottling of soft drinks that promote the product of business organization. This organization would have been added in the study.

With the fear of the secret with which Bottling Company treat their information and the scarcity of time labour and resources limited their study to just one Bottling company (Nigeria Bottling Company PLC) the justification being that since this is wholly bottling company it is photo – type of other companies.


There are a lots of factors which limits the researcher ability in carrying out a wider study of research out of which the following major factors.

EXTERNAL FACTORS;- one of the external that affect research study is legal factors. This is legal policy prevailing within the organization restricting employees from disclosing some secretes in the organization which would have still be an additional data for the researcher.

Secondly, people are sty and afraid to give out information. Despite the assurance by the researcher that information given would be treated in strict confidence and will be purely for academic work, officials at Nigeria bottling company plc, Ilorin we afraid to lot one into their book and vital documents which may contains important information to the research.

INTERNAL FACTORS; - the internal factor that affect the researchers include;

FINANCE;- the researcher financial back grand is actually poor and this has negative effect on their power to conduct the research to some extent 

Time; - The researcher were faced with conflicting programs such as the project work and academic work and this also limited the scope of the study.

LABOUR;- Since the project work is mostly labour intensive in nature.


Coca-cola was first made in 8th may, 1886 by Dr. John styth pemtentun, a pharmacist in his home in altanta, georging USA. The name coca-cola was given to it by frank .m. Robinson, Dr. pemtentun’s partner and book keep. He also designed the script that distinguished the famous trade mark.

Coca-cola remains a secrete as they have been operation for over 100years. The formula known as MERCHANDISE 7X is kept in a special security vault in a bank in the united state. 

Coca-cola was established in Nigeria 1953 when the Nigeria bottling company opened it first plan in Lagos in 1951 .It started business with an authorized share capital of 15 million as at 1982. Its products are coke, Fanta, Ehapman, Spirie, Kreast, bitter lemon, Schweppes, bitter lemon soda, tonic ova table water. 

So far Nigerian’s drink about 1,200, 050 bottle everyday. Nigeria bottling company is also the largest manufacturer of co2 in the country, which is used to carbonate your favorite soft drink.

Nigeria Bottling Company employs over 6,000 Nigerians in all fields of operations. Quality is the key word which determines the success of the whole operation. Only the very ingredients are used for making out soft drinks sophisticated washing and filling equipments have been made installed at all plants.

An extremely high standard of hygiene is maintained to ensure that top quality products reach the customer. The manufacture process of coca-cola is based on a carefully measured combination of sugar, water and concentrate. The same standard is maintained throughout the would.


There are carbons concepts in advertising which only understand professionals in the field of work. This to make this research work easy understood, the concepts are explained below:-

1. Theme:- The part of an advertising message that is repeated throughout the Campaign.

2. Platform:- Advertising platform is the issue and product benefit that a market wishes to convey in an advertising message.

3. Target audience:- This is the specific audience to which advertising message is aimed.

4. Advertising copy:- Refers to the words and picture or illustrations that make up the advertisement and the way they are kid out to create total impression.

5. Reach:- The percentage of total prospects that are exposed to a specific advertisement in a specific period.

6. Frequency:- The average number of time that the average prospects will be expose to a specific period.

7. Readership:- The percentage of recall in a specific advertisement or editorial item in a given issue if publication.

8. Advertising medium:- This is the channel through which the advertising message are delivered to the target audience.

9. Competition:- This can be defined as “the action of endeavoring to gain what another endeavors to gains at the same time” it explain, it further as the striving of two or more for the same object”.




RESEARCHWAP.NET is an online repository for free project topics and research materials, articles and custom writing of research works. We’re an online resource centre that provides a vast database for students to access numerous research project topics and materials. guides and assist Postgraduate, Undergraduate and Final Year Students with well researched and quality project topics, topic ideas, research guides and project materials. We’re reliable and trustworthy, and we really understand what is called “time factor”, that is why we’ve simplified the process so that students can get their research projects ready on time. Our platform provides more educational services, such as hiring a writer, research analysis, and software for computer science research and we also seriously adhere to a timely delivery.


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "Exceptionally outstanding. Highly recommend for all who wish to have effective and excellent project defence. Easily Accessable, Affordable, Effective and effective."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I saw this website on facebook page and I did not even bother since I was in a hurry to complete my project. But I am totally amazed that when I visited the website and saw the topic I was looking for and I decided to give a try and now I have received it within an hour after ordering the material. Am grateful guys!"

    Hilary Yusuf, United States International University Africa, Nairobi, Kenya.
  • " is a website I recommend to all student and researchers within and outside the country. The web owners are doing great job and I appreciate them for that. Once again, thank you very much "" and God bless you and your business! ."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "Great User Experience, Nice flows and Superb functionalities.The app is indeed a great tech innovation for greasing the wheels of final year, research and other pedagogical related project works. A trial would definitely convince you."

    Lamilare Valentine, Kwame Nkrumah University, Kumasi, Ghana.
  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • " is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing