Marketing communication: Advertising and Promotional Strategy of Bottlers’ Nepal Limited

Aarjana Khadka, BBA

Master's thesis

Abstract:

This Diploma Thesis is focused on marketing communication in the soft drinks industry. The main objectives of study are the explorations of different strategies in marketing and environmental analysis. The study also describes the existing marketing communication problem of the organisation. The marketing communication covers advertising, promotion mix and sales. In the present world, the advertisement has a vital role in influencing clients along informing consumers about product benefits and carefully position products in consumers mind. Marketing is the most significant multiplier of economic development. In the theoretical part, the study explains in the details of integrated marketing communication, marketing strategy, advertising and promotion. The practical part includes the PEST analysis, SWOT analysis and Porters five model analysis. In addition the interview with employees from the BNL Company and a survey among the consumers are conducted. The objective of this survey is to find out consumers view about the Coca Cola products, advertising strategy and promotional schemes. The questionnaire is focused on the advertising strategy and evaluation of the market altogether. The final section provides the summary, conclusion and recommendations for the BNL Company.

Keywords

Coca-cola Nepal, Advertising, Promotional strategy

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2017

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management