Abstract
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, Engagement
Highlights
Nigerian Breweries Plc engages in the brewing and marketing of Lager beer, Stout and non-alcoholic malt drinks and the bottling of the Schweppes range of Soft drinks and Crush orange
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 become a critical component of marketing efforts (Salau, 2015)
Experience is the key element in understanding consumer behavior and experience is the main component of experiential marketing
Summary
Nigerian Breweries Plc engages in the brewing and marketing of Lager beer, Stout and non-alcoholic malt drinks and the bottling of the Schweppes range of Soft drinks and Crush orange. Examples of experiential marketing that marketers engage in include special events, concerts, free samples, and touring exhibitions to promote a product or brand (Adweek, 2009) Through experiences such as these, experiential marketing provides an alternative form of marketing that allows consumers to directly sample what companies are offering by minimizing the detachment between consumers and companies. While traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. In this way, experiential marketing can encompass other marketing strategies from individual sampling to large-scale guerrilla marketing.”.
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