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This study is to examine impact of product innovation on the performance of manufacturing company with a specific reference to Nigerian Bottling Company Plc, Kaduna. The fundamental objectives of the study are to identify the impact of product innovation on the sales of Nigerian Bottling Company Plc, to determine how product innovation improve on the profit of the organization and to ascertain the level of consumers’ satisfaction of the company. The primary and secondary sources of data were used for data collection. Questionnaire was administered to 80 staff of the reference organization. Data gathered from the respondents was analyzed and the finding revealed that shortfall in sales and profit is responsible for product innovation due to competitors’ market influence; that there is need to increase company’s turnover and maximize profit ; that consumers’ satisfaction is enhanced; that shareholders fund should be maximized through increase in rate of turnover and profit. It was concluded that the idea behind product innovation does not end in the satisfaction of changing taste of the consumer. It also helps to increase sales and profit of the organization. It was recommended that companies should engage in it regular interval so as to cut down the cost of value analysis strategy which is a segment of product innovation and Companies should ensure that Research and Development Department as well as other sources where new product strategic plan emanated from should be explored not neglected.


Title Page
Table of Contents

CHAPTER ONE: Introduction
1.1       Background of the Study
1.2       Statement of the Problem
1.3       Objectives of the Study
1.4       Research Questions
1.5       Statement of Hypothesis
1.6       Significance of the Study
1.7       Scope of the Study
1.8       Limitations of the Study
1.9       Definition of Terms

CHAPTER TWO: Literature Review
2.1       Introduction
2.2       Marketing Concept
2.3       Product Defined
2.3.1    New Product Defined
2.3.2    Product Classification
2.4       Innovation Defined
2.5       Product Life Cycle
2.6       Product Innovation
2.7       Purpose of Product Innovation
2.8       Product Design
2.8.1    Overview of Product Design Process
2.8.2    Product Design Specification (PDS)
2.8.3    The Design Process
2.9       Product and Process Innovation in Manufacturing Companies
2.9.1    Linking Product and Process Innovation
2.10     Creating, Organizing, and Using Knowledge for Innovation
2.11     Impact of Product Innovation on the performance of manufacturing company
2.12     Background of Nigerian Bottling Company Plc Kaduna

CHAPTER THREE: Research Methodology
3.1       Introduction
3.2       Research Design
3.3       Population of the Study
3.3.1    Sampling Size
3.3.2    Sampling Techniques
3.4       Data Collection Instrument and Administration
3.5       Method of Data Analysis
3.6       Justification of the Instrument Used

CHAPTER FOUR: Data Presentation and Analysis
4.1       Introduction
4.2       Data Presentation
4.3       Test of Hypothesis
4.4       Summary of Findings

CHAPTER FIVE: Summary, Conclusion and Recommendations
5.1       Summary
5.2       Conclusion
5.3       Recommendations



1.1       Background to the Study

Innovativeness is one of the fundamental instruments of growth strategies to enter new markets, to perform better in the current market, to increase the market share and to provide the company with a competitive edge. It is motivated by the increasing competition in global markets, companies have started to grasp the importance of innovation, since swiftly changing technologies and severe global competition rapidly erode the value added of existing products and services. Thus, innovations constitute an indispensable component of the corporate strategies for several reasons such as to apply more productive manufacturing processes, to perform better in the market, to seek positive reputation in customers’ perception and as a result to gain sustainable competitive advantage. Particularly over the last two decades, innovativeness has turned into an attractive area of study for those researchers who tried to define, categorize and investigate its performance impacts, especially due to its practical relevance. Innovations provide firms a strategic orientation to overcome the problems they encounter while striving to achieve sustainable competitive advantage.
Technological oriented companies have begun to recognize that a blend of innovation and marketing in their overall strategy is vitally important to the achievement of the corporate performance of the firm. The corporate goal of a company could be multifarious but the most common one that cut across many firms in a competitive market is survival, which is achieved through increase in sales and profits. To achieve this goal, the blend of product innovation and marketing concept philosophy must be harmonized with the company’s global strategy.

Product innovation on the other hand involves the introduction of a new good or service that is new or substantially improved.

There are stages of product life cycle and these include introductory, growth, maturity and decline stage. The introduction starts when the new product is first launched. Introduction takes time, and sales....

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