AN EVALUATION OF THE MARKETING COMMUNICATION STRATEGIES ADOPTED BY AB-INBEV PLC AND NIGERIAN BREWERIES IN THE SOUTH-EASTERN PART OF NIGERIA

ABSTRACT

The marketing arena has become a battle ground where manufacturers and marketers’ battle for the customers’ attention, patronage, and loyalty; and the weapons of warfare are strategies. This study evaluates the marketing communication strategies adopted by Ab-inbev and Nigerian Breweries in the south eastern region of Nigeria. The objectives are to ascertain the various communication strategies of Ab-inbev and Nigerian Breweries; to ascertain inherent similarities and differences in the communication strategies; find out how the marketing communication strategies have influenced the market positions of both brands and finally, find out other communications that can further advance the market shares of both brands. The study was founded on the Ansoff matrix model, resource advantage theory and competitive advantage theory. A mixed research design consisting of content analysis and survey was adopted for the study. Data for the content analysis was obtained from advertisement shots and promotional images generated from the official social media handle of Ab-inbev and Nigerian Breweries plc and the data for the survey was gathered, using questionnaires administered in the south eastern part of Nigeria. The content analysis data was analysed using, code sheet and that of the question was includes in frequency and percentage. The study found that the marketing communications strategies of AB-inbev and Nigeria Breweries align with the marketing mix strategies, which are; Product, Price, Promotion and Place strategies. The study recommends that strategies such as superior product quality; consumer friendly prices; easy in accessibility, cutting edge adverts and promotions; assurance of product satisfaction; innovative design & packaging techniques should be embraced for the further advancement of the two brands.