PROJECT TOPICS || HIRE A WRITER || DOWNLOAD || CONTACT US

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

ABSTRACT

The purpose of this study was to determine the impact of Coca-Cola and Pepsi’s public relations efforts in attracting customers and maintaining a positive corporate image. Because economies are becoming more intertwined than ever before, any strategy that can aid in the development of global brands is intriguing. For decades, the soft-drink industry has been defined by a fierce rivalry between Coca-Cola and Pepsi. In this chess game of big corporations, the Coca-Cola Company ruled the soft-drink market throughout the 1950s, 1960s, and early 1970s. In addition, the history of Coca-Cola and Pepsi was thoroughly explained in order to make the study more intelligible. The researcher employed a survey method to collect data in order to make the research viable.

CHAPTER ONE

INTRODUCTION

Background of study

The necessity to preserve an organization’s image is a popular one in today’s culture; so, this study examines the effect of public relations in strengthening the corporate image of Coca-Cola and Pepsi as perceived by Lagos state people. It will also reveal his varied clients. It will also provide the overall number of consumers and customers that are satisfied or dissatisfied with the company. The research will also look at how a public relations professional has helped or will help to coordinate the organization’s numerous clients. If the customer perception and the company’s image are both negative, the researcher may be in a better position to advise and offer required recommendations to the company. The necessity to preserve an organization’s image is a popular one in today’s culture; so, this study examines the effect of public relations in strengthening the corporate image of Coca-Cola and Pepsi as perceived by Lagos state people. It will also reveal his varied clients. It will also provide the overall number of consumers and customers that are satisfied or dissatisfied with the company. The research will also look at how a public relations professional has helped or will help to coordinate the organization’s numerous clients. If the customer perception and the company’s image are both negative, the researcher may be in a better position to advise and offer required recommendations to the company.

Customers who are loyal are more inclined to repurchase the same service or brand, to spread favorable word-of-mouth, and to pay a higher price (Kwon and Lennon, 2009).

Modern businesses are becoming increasingly customer-focused, embracing marketing activities that aim to better understand, attract, maintain, and establish long-term relationships with profitable consumers (Kotler, 2006). Customer-centric businesses are concerned not only with attracting new customers, but also with retaining existing customers through satisfaction and loyalty. In many service industry contexts, competition encourages businesses to move away from competing on price and toward competing on higher quality that meets and exceeds client expectations (Lovelock & Witz, 2007).

The concept of public relations as the management of an organization’s connection with its main publics has been adequately explained in public relations texts and scholarly literature. Public relations is viewed as an organizational function whose primary objective is to begin, develop, and sustain relationships between an organization and its key publics from the standpoint of relationship management (Amponsah, Asamoah and Isaac, 2015).

In recent years, the modern customer has been constantly changing and seeking alternatives; as a result, it is necessary to consider and satisfy the customer. Public relations help in identifying and communicating with the client, procedures referred to as customer relations management (Emerson, 2007). (Emerson, 2007). Another aspect of customer relations management is ensuring that customers are happy.

Public relations entails a variety of tasks aimed at maintaining a positive image in the minds of customers and developing the relationship between the company and its clients (Amponsah, Asamoah and Isaac, 2015).

An organization can gain public approval through good public relations. To attain these goals and objectives, effective activity coordination will be required. Public relations, a management function, comes in helpful when it comes to communicating corporate aims and objectives effectively. Conflict resolution or crisis management, internal or employee relations, community relations, promotions, media relations, environmental scanning, and sponsorship programs are all handled by the public relations department of any human organization.

Statement of the problem

To build and sustain a common understanding with their publics, corporations have turned to public relations. The single most critical problem determining organizational sustainability is corporate image or customer happiness. The issue is that most previous research and studies have focused on either public relations and corporate image or public relations and customer satisfaction. Corporate image is a distinct entity that must be considered and addressed.

As a result, the purpose of this research is to determine the impact of public relations in the development of an effective corporate image, utilizing Coca-Cola and Pepsi as case studies.

Objectives of the Study

1. Determine how public relations aids in the development of mutual understanding between a corporation and the general public.

2. To determine the role of public relations in shaping Coca-corporate Cola’s image in Lagos.

3. To determine the role of public relations in building Pepsi’s corporate image in Lagos.

4. To compare and contrast Pepsi and Coca-public Cola’s relations strategies.

Research Questions

1. How can public relations aid in the development of mutual understanding between a business and the general public?

2. What role does public relations play in shaping Coca-corporate Cola’s image in Lagos?

3. What role does public relations play in creating Pepsi’s corporate image in Lagos?

4. What are the differences between Pepsi and Coca-public Cola’s relations strategies?

 Hypothesis

H0: Public relations and company image have no meaningful relationship.

H1: Public relations and company image have a major relationship.

Significance of the study

This research study will be beneficial to any corporate company, students, and researchers.

To the Business Organization: This research will help them understand how to properly employ public relations in the development of a corporate image.

To the Students: This research will broaden their understanding of the role of public relations in the development of a company’s image.

To the researcher: This research will serve as a foundation for any future research projects of a similar nature, as well as educating them on the importance of public relations in the development of business image.

Scope of the Study

The study’s focus would include Coca-Cola and Pepsi’s public relations efforts and their impact on their corporate image, as well as Lagos residents’ perceptions of these businesses’ corporate image and public relations.

Limitations of the study

Time constraints, the period during which the researcher would be conducting research, gathering information (data collection), the availability of materials similar to the study, respondent attitude before they respond to the questions, and funds to finance movement from one location to another are all limitations of the study.

Operational Definition of Terms

Public relations is a type of management that involves assessing the public’s attitude and identifying an individual’s or an organization’s policies and procedures that are in the public interest. It is a well-thought-out and carried-out program that necessitates action in order to gain the public’s understanding and approval.

Corporate/Corporation Image: Is the public’s image of a company based on how it is depicted through branding, public relations efforts, media, stakeholders, employees, and trade unions, as well as consumer advocacy organizations. Companies devote a significant portion of their marketing and advertising budgets to developing and maintaining a positive corporate image, which is critical to their competitive position.

Communication: Is the thread that binds organizations together in order to develop a shared understanding, or it could be anything else.

A unified single group that has the same ideology and is recognized by the law is referred to as a corporate organization.

The term ‘customer’ is widely used to refer to a product’s end-users. Also, the term “client” refers to someone who obtains a service or product from another individual or group of individuals.” In general, there are internal and external customers, with internal customers referring to an organization’s workforce or employees and external customers referring to the organization’s stakeholders.

Leave a Comment

Your email address will not be published. Required fields are marked *

×