MARKET SEMENTATION AS AN EFFICIENT TOOL OF ACHIEVING INCREASED MARKET SHARE (A CASE STUDY OF 7UP BOTTLING COMPANY PLC ABA).

CHAPTER ONE

• INTRODUCTION

7up plc was introduced by a Lebanese called Mr. Mohammed Elkhail as a business man, he came to Nigeria in 1926 and trade on household and Kitchen utensils. He also owned later one of the biggest transporting company in West Africa. He went into soft drink business as a kind expansion in 1959, and subsequently introduced 7upbottling company now plc.

The location of the 7up first plant was at Ijora in Lagos now the head quarter where the first bottle of 7up was produced in 1960. also on that day, a total of fourteen crates were produced.

The Ibadan, Ikeja, Kano, Kadunna and Aba plant were opened between 1980 till 1989. also till date more plant have been opened across the country including many depots.

Due to the location of their depots act many place in the country, it was very easy for them with the help their good marketing strategies to enhance distribution across the country penetrating the areas their products were not available.

Finally, the company’s brands of soft drink include 7up, Pepsi Cola, mirinda orange, Mirinda soda, mirinda fruity and maintain dew which was must introduced.

• BACKGROUND OF THE STUDY

No where has business practice been more effected than by the growing consumer demand for variety. The relatively homogenous market of less affluent time could be satisfied with limited product offerings. Increasing purchasing power, however, caused markets to become more heterogeneous and to demand greater advice.

Recognition of this change led to wide acceptance of market segmentation. (Encyclopedia of professional management 1995) in Awa, (2003: 291).

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