RE-MARKETING STRATEGIES FOR BREEZER BRAND DRINK NIGERIAN
Abstract
This research is aimed at stimulating interest and market demand for Breezer Brand by critically reviewing and analyzing the marketing efforts and strategies adopted by Nigeria breweries plc to salvage Breezer Brand on its stable. This study examined introductory stage of the product into the market, various strategies in formulating and repacking of brand product, its positioning and repositioning. It went further to evaluate promotional tools and strategies, company policies on the purchase, sales, acceptability, product perception and consumption. Different structured and unstructured questionnaires were administered to consumers, retailers, wholesalers and salesman. Oral interviews were held to clarify some issue which was not adequately addressed by the questionnaires. Simple percentile and chi-square statistics were used to test various hypothesis sets. The scope of the study was limited to certain areas of Onitsha and its environs. After analyzing the questionnaires with the set of table and percentages, the hypotheses were tested using chi-square test statistics from which the following findings were made. The Breezer brand has the right attributes/qualities desired by Breezer customers. Advertising, sales promotion influence product perception, patronage and consumption they have the clout to cheaper brand. The current standing strategy for Brezeer models of almost appearing made in advert and point of the sale materials rubs off negatively on the brand. The ultimate remarking efforts/strategy would utilized appropriate promotional tools in increasing product demand and consumption as well as change consumer’s negative product perception, arrest and sustain consumers interest in the brand as a key to the brand survival