ABSTRACT
This study was carried out to determining the effectiveness of product planning and management. A study of Nigeria Breweries (NBL) Plc, Enugu. The main objectives of the study include. To find out how effective and strategy has been to the company. To find out the various department involved in product planning and management company encounter in getting these process right. The survey research design was used in carrying out the study in which a sample size of 70.90 was drawn from the total population of 120 for staff, and sample size of 150 was drawn from the total population of 240 for distributor and retailers, and also sample size of 300 was drawn from the total population of 1200 for customers within Enugu metropolis. Table were used in presentation in data which the chi-square (X2) non parenetic statistical test was used in data analysis. In testing of the hypothesis the researcher came out with the following findings. NBL plc has a formal process in product planning management Effective product planning and management has contributed largely in positioning of the company product. NBL plc does encounter problems in its product planning and management process. Based on these finding, the research recommend that: Research should be carried out on consumer taste and choice before product planning development is embarked upon. Staff occupying strategic positions should be adequately trained. More corporate social responsibility program should be done by the company especially to higher institutions within the state and that are is neighbouring state.
TABLE OF CONTENTS
1.1 Background of the study
1.2 Statement of the Problem
1.3 Objective of the study
1.4 Scope of the Study
1.5 Research Questions
1.6 Formulation of Hypothesis
1.7 Significance of the study
1.8 Limitation of the study
1.9 Scope Delimitation of the Study
Review of related literature
2.1 Meaning of a Product
2.2 Dimensions of Products
2.3 Product Classification
2.4 The Function of Product Planning
2.5 New Product
2.6 Planning for New Products
2.7 New Product Development Strategy
2.8 Product Life Cycle Management Strategy
2.9 New Product and Services Decision
2.10 New Product Pricing Strategies
2.11 Profile of Nigeria Breweries Plc Enugu
3.1 Research Design
3.2 Area of Study
3.3 Population of the Study
3.4 Sample and Sampling Technique
3.5 Instrument for Data Collection
3.6 Method of Data Analysis
4.1 Presentation, Analysis, and Interpretation
4.2 Data Analysis
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
Bibliography
Questionnaire
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
A product according to Kotler and Armstrong (2004:276) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Products include both tangible and intangible goods.
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