MARKETING MIX IN AN ORGANIZATION(A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC)

The purpose of this project research is to critically examine the marketing mix getting mix elements of the Nigeria Bottling Company Plc. And its effect on consumer in their choice of criteria of NBC Plc. As well as the product of their competitors. The project has been a combination of ex-post survey using structural questionnaire to collect primary data from 150 respondents and a case study. It is found that selection and development of a competitively effective marketing mix strategy by NBC Plc. Results in competitive prices for its range of product. Quality product backed with an effective promotional package as well as the well planned and effective distribution channel which ensures the availability of NBC product to its numerous and diverse customer gives it a differential advantage over its competitors. It is recommended that the management of the company should focus more efforts on research to determine consumer need as a means of consolidating their leadership position in the soft drinks market in Nigeria.