LAGOS RESIDENT’S ASSESSMENT OF COCA COLA AND PEPSI’S ENGAGEMENT OF PUBLIC RELATIONS AS A TOOL FOR ENHANCING THEIR COPERATE IMAGE

LAGOS RESIDENT’S ASSESSMENT OF COCA COLA AND PEPSI’S ENGAGEMENT OF PUBLIC RELATIONS AS A TOOL FOR ENHANCING THEIR COPERATE IMAGE

TABLE OF CONTENT

Abstract

CHAPTER ONE

INTRODUCTION

1.1 Background Of Study

1.2 Statement Of The Problem

1.3 Objectives Of The Study

1.4 Research Questions

1.5 Hypothesis

1.6 Significance Of The Study

1.7 Scope Of The Study

1.8 Limitations Of The Study

1.9 Operational Definition Of Terms

CHAPTER TWO

LITERATURE REVIEW

2.1 Coca Cola: a Brief History And Description

2.2 Coca Cola’s Pr Strategy

2.3 Effectiveness Of Coca Cola’s Pr Compared To Pepsico

2.5 Theoretical Framework

2.6 Corporate Image

2.7 Review Of Relevant Literature

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

3.2 Population Of The Study

3.3 Sample Size

3.4 Sampling Technique

3.5 Research Instrument

3.6 Validity And Reliability Of Research Instrument

3.7 Data Gathering Procedure

3.8 Method Of Data Analysis

CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Demographics Data Of Respondents

4.2 Data Analysis

4.3 Testing Of Hypothesis

CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary

5.2 Conclusions

5.3 Recommendations

Questionnaire

ABSTRACT

This study sought to determine how Coca-Cola and Pepsi’s PR techniques affected their ability to draw in customers and uphold a positive corporate reputation. As economies are intertwining more and more these days, it is attractive to adopt any strategy that might aid in the development of global brands. Coca-Cola and Pepsi have been in a bitter battle for decades, according to the stereotype of the soft drink business. In this chess match of titanic corporations, Coca-Cola Corporation controlled the soft drink market during the 1950s, 1960s, and early 1970s. To make the study more intelligible, the histories of Coca-Cola and Pepsi were both adequately explained.

The researcher used the survey approach to collect the data in order to make the research practical. This is true taking into account the makeup of the research population and the type of data the researcher requires. The study also made sure to summarize, draw conclusions, and offer suggestions in an effort to influence Lagos residents’ perceptions of Pepsi and Coca-Cola.

CHAPTER ONE

INTRODUCTION

1.1 Background of Study

In today’s society, it is important for every firm to retain its reputation. As a result, this study examines how public relations has improved Coca-Cola and Pepsi’s corporate image as perceived by inhabitants of Lagos state. It will also reveal who his different clients are. Also, it will show how many individuals and clients the business has satisfied or dissatisfied. The study will also examine how a public relations professional has assisted or will assist in coordinating the organization and its numerous clients.

The researcher may be in a better position to offer advice and make the appropriate suggestions in the business to improve its image if the consumers’ perception and the company’s image are found to be negative. Also, to contribute to our understanding of mass communication as well as Nigeria’s modest yet significant impact of customer satisfaction on government parastatals. The business has both the public interest and commercial requirements to prosper with the aid of public relations initiatives.

Brand equity and corporate image are closely intertwined. Corporate image is typically seen as a resource that allows an organization a chance to stand out in order to increase market share, earnings, customer acquisition and retention, neutralize the activities of rivals, and, most importantly, ensure their success and survival in the marketplace (Bravo et al., 2009; Sarstedt et al., 2012).

How to outperform rivals in meeting client needs is one of the biggest problems facing businesses today. More demanding clients are the main force behind this (Herington, Johnson and Scott, 2006).

Bringing in new clients is still a crucial marketing management activity. Today’s businesses must, however, put as much effort into keeping their current clients and developing fruitful, lasting relationships with them. Superior customer value and satisfaction are essential for retaining customers (Khodarahmi, 2009). Loyal customers are more inclined to recommend a product or service to others, make repeat purchases, and pay a higher price (Kwon and Lennon, 2009).

Modern organisations are increasingly becoming customer-oriented and are embracing marketing initiatives that seek to understand, attract, retain and build intimate long term relationship with profitable customers (Kotler, 2006). Customer-centric business organizations are interested not just in getting new customers but more importantly, retaining existing customers through customer satisfaction and loyalty. Competition in many service industry contexts forces firms to move beyond competing based on cost, to competing based on superior quality that satisfies and exceeds customer requirements (Lovelock & Witz, 2007). The thought of public relations as the management of the relationship between an organisation and its key publics has found enough explanation in public relations text and in the scholarly literature of the discipline.

In the relationship management perspective, public relations is seen as an organisational function whose primary focus is to initiate, develop and maintain relationship between an organisation and its key publics (Amponsah, Asamoah and Isaac, 2015). Modern customers are constantly changing and looking for alternatives, therefore it is vital to take their importance into account and satisfy them. Customer relations management processes, which involve recognizing and interacting with the client, are facilitated by public relations (Emerson, 2007). Customer satisfaction is a crucial component of customer relationship management that requires both direct and indirect help from public relations. It is essential for attracting and keeping customers. For maintaining a positive image in the minds of customers and enhancing the connections that already exist between a firm and its clients, public relations employs a variety of strategies (Amponsah, Asamoah and Isaac, 2015).

An organization can gain the support of the public through potent public relations. To successfully accomplish these aims and objectives, there will need to be effective activity coordination. The management function of public relations comes in handy for aiding the efficient dissemination of company goals and objectives. In every human organization, the public relations division manages a variety of tasks, including as crisis management or dispute resolution, internal or employee relations, community relations, promotions, media relations, environmental scanning, and sponsorship initiatives (Asemah, 2009). The purpose of this study is to investigate the role of public relations in creating a positive company image based on these presumptions.

1.2 Statement of the problem

Business organizations have started using public relations to build and maintain a relationship with their audiences. The most critical factor impacting an organization’s ability to survive is its corporate image or level of customer satisfaction. The issue is that the majority of previous analyses or researchers have concentrated on either public relations and brand perception or public relations and consumer pleasure. Corporate image is a distinct entity that requires discussion and attention.

Thus, this study will use Coca-Cola and Pepsi, Lagos, as a case study to ascertain the role that public relations plays in creating an effective corporate image.

1.3 Objectives of the Study

1. To evaluate the role that PR plays in fostering mutual understanding between the public and a corporate entity.
2. To determine how public relations has influenced Coca-corporate Cola’s image in Lagos.
3. To determine how public relations has influenced Pepsi’s corporate image in Lagos.
4. To compare the public relations strategies used by Pepsi and Coca-Cola.

1.4 Research Questions

1. How can public relations contribute to building trust between the public and a corporate entity?
2. What role does public relations play in influencing Coca-corporate Cola’s image in Lagos?
3. What role does public relations play in influencing Pepsi’s corporate image in Lagos?
4. What distinguishes the public relations strategies used by Pepsi and Coca-Cola?

1.5 Hypothesis

H0: There is no significant relationship between public relations and corporate image.

H1: There is significant relationship between public relations and corporate image.

1.6 Significance of the study

The pupils, any corporate entity, and any researcher will all profit greatly from this research study.
The corporate organization will benefit from this research by being better equipped to employ public relations to develop a positive company image.
To the Students: This study will extend your perspective on how public relations affects creating a company’s image.
To Researchers: This research will act as a basis for any future studies that address the importance of public relations in enhancing business image.

1.7 Scope of the Study

The focus of this study is on Coca-Cola and Pepsi’s use of public relations and how it affects their corporate image. The research is based on Lagos residents’ perceptions of these businesses’ public relations and corporate image.

1.8 Studies Limitations

The study’s limitations include time constraints, the time frame in which the researcher would be conducting the study, information gathering (data collection), the accessibility of materials relevant to the study, respondents’ attitudes prior to answering the questions, and financial resources for travel between locations.

1.9 Operational Definition of Terms

Public relations: A method of management that assesses public opinion and identifies a person or organization’s policies and practices that are in the public interest. It is a planned and carried out program that calls for acts in order to gain the acceptance and understanding of the public.

Corporate/Company Image: The public’s opinion of a corporation is based on how that company is depicted in branding, PR efforts, media, stakeholders, employees, trade unions, and consumer advocacy groups. Building and maintaining a positive corporate image is a major investment for businesses, as it is essential to their ability to compete.

A method of transferring information and understanding to one or more people, communication is the glue that holds organizations together so that a shared understanding can develop.

Corporate Organization: A single, cohesive group recognized by the law and sharing the same ideology.

End-users of a product are frequently referred to as “customers” in this context. Someone who obtains a service or product from another individual or group of people is referred to as a customer in general. There are often two types of customers: internal customers and external customers. Internal customers are the staff or employees of an organization, while external customers are its stakeholders.