Experiential Marketing and Marketing Performance of Alcoholic and Non-Alcoholic Beverages in Nigerian Breweries PLC

Abstract: This paper provided a theoretical review on how Nigerian Breweries uses its range of products to influence customer buying decision. This study examines the benefit of customer engagement and helps to understand the role of emotional benefit on marketing performance of beverages in the Nigerian Breweries plc. Experiential marketing play an important role in the industrial sector of a country, but faced with lots of constraints that impede its development and growth. These constraints include execution and also having creative ideas. How can a marketer generate interesting ideas that would help to pull sales for the brand? And how much cost should be incurred to project a huge life time customer experience in other to generate sales for a brand over a short time. This has led to inconsistencies in the continuation of events or shows by the company. The trend of experiential marketing is growing tremendously. The primary reason behind this is the exceptional procedures used by these services to allow one get focus from customer base and build relationship with them. Experiential marketing campaign is practically done anywhere. Therefore, previous studies suggest that most organizations did not take experiential marketing as an essential part of their marketing communication strategy; But with the change in communication process away from one way communication to two way communication and brands wanting immediate feedbacks for communication efforts, experiential marketing has now become a critical component of marketing efforts. We recommend that effective and efficient experiential marketing should be employed as a strategy to enhance marketing performance.Keywords: Experiential Marketing, Marketing Performance, Nigerian Breweries, Consumer Behaviour, Engagemen

Electronic Recruiting (E-Recruiting) Strategy and Corporate Adoption in Nigeria

The paper examines Electronic Recruiting (e-recruiting) Strategy and Corporate adoption in Nigeria. The objective of this paper is to empirically investigate the successes associated with adopting electronic recruiting strategy by corporations in Nigeria since many corporations have not adopted or accepted this form of strategy. The paper adopts the documentary and survey methods. The statistical tool adopted for this paper adopts Spearman Rank Order Correlation Coefficient and the Pearson Product Moment Correlation with the aid of statistical package for social sciences. The paper finds that there is a significant relationship between website design and relative advantage; significant relationship between web design and complexity on corporate adoption in Nigeria, and that trust indicated an influence on the relationship between E-recruitment strategy and Corporate adoption in Nigeria. The paper recommends amongst others: improvement of service delivery to achieve efficient and effective web-based, e-recruiting; effective base for data-ware houses; the recruiting website should be interactive, pleasing and user-friendly. The paper suggests that further studies should be carried on diffusion study of e-recruiting to identify the underlying determinants of the level of acceptance of this technology by corporations in Nigeria. Keywords: E-recruiting, Corporate adoption, Website design, relative advantage, Complexity, Information Technology, Trust on Systems Security

ENVIRONMENTAL RESPONSIBILITY AND MARKETING SUCCESS OF OIL AND GAS INDUSTRY IN SOUTH SOUTH, NIGERIA

This paper examined the relationship between environmental responsibility and marketing success in oil and gas industry in South South, Nigeria. The study adopted quasi-experimental research design. 301 copies of questionnaire distributed and 283 were valid. The Spearman Rank Order Correlation Coefficientwas used with the aid of Statistical Package for Social Sciences (SPSS version 23.0), discriminant validity (AVE) and Cronbach Alpha verified the internal consistency and validity status and the results were positive. The findings of the study showed that ER significantly related with marketing success in oil and gas industry, thus enhancing profitability, market share and sales volume. Based on the findings, the study, recommends that, Government should also play its part in encouraging in development and production of environmental friendly and efficient products.Oil and gas firms should invest and develop more on eco-practices, in order to have a bigger impact on the market, and emerge as being environmentally conscious organization and giving more attention to environmentally conscious customers who take an active role in protecting it

CORPORATE SOCIAL RESPONSIBILITY AND MARKETING SUCCESS OF OIL AND GAS INDUSTRY IN SOUTH SOUTH, NIGERIA

This study investigates the relationship between corporate social responsibility and marketing success in the oil and gas industry in South, Nigeria. The study adopted a cross-sectional research design. 301 copies of a questionnaire were distributed. The Multiple Regression Analysis Statistical tool was used with the aid of Statistical Package for Social Sciences (SPSS version 23.0), discriminant validity (AVE), and Cronbach Alpha verified the internal consistency and validity status and the results were positive. The findings of the study showed that CSR is significantly related to marketing success in the oil and gas industry, thus enhancing profitability and market share. Based on the findings, the study, recommends that Oil and gas firms should continue to enlarge their capacity for interacting with stakeholders through interpersonal small groups and public communication strategies. The firms should strive hard to jettison divide-and-rule tactics, selective engagements, and fire brigade approach to community people and issues