THE IMPACT OF MARKETING SEGMENTATION, TARGETING AND POSITIONING ON MARKETING OF SOFT DRINK IN ENUGU METROPOLIS (A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC, ENUGU)
Abstract
This research is to examine the impact of marketing segnetation, targeting and positionng on
marketig of soft drik in Eugu metropolis. In canyirng out this research work, the researcher will
use the following malysis to: determine the impact off market segmentation, targeting and
positioning in the marketing of soft drnks in Eugu metropolis, identify problems issociated with
market segmentation, targeting and positioning on marketing of soft drinks in Euugu metropolis,
examine the market channel flow effectiveness of Nigeria Bottling compary plc in relation to
market segmnentation, targeting and positioning practice and exanine the base of market
segmentation, trgeting and positioning of soft drink in Enugu metropolis. Based on the above
objectives, the researcher prepared one questionnaire for nanagement and relevant staff.
Literature review was carried out and sample size was deterınined using Bourly's formular. The
hypotheses formulated uwere tested using cli-square md data collected were analysed using
table and percentage and frequency. Some of the findings are management decision affect
market segmentation practice on mark
Retng of soft drirnk of Nigeria Bottling Company cund also the rescurcher discovered that
Nigerian Bottling company Plc market segmentation increase cost of expense n marketing of
soft drink product in Enugu metropolis. It was reconunended that Nigeria bottling company ple
management board shoull ensure that their narket oamentatioTt Pduct. and decision will
promote effectiv and eficient distribution of the company sector
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