African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4050

Article in Press

New product introduction: The case of Star Lite Beer

Mba Chris, C1 and Onwuka Ifeanyi Onuka2*

  •  Received: 13 August 2015
  •  Accepted: 29 April 2016
The study focused on new product development and introduction. The main objective of the study was to evaluate the effectiveness of the strategies used to introduce Star Lite Lager Beer. Star Lite Beer is a line extension of its flagship brand – Star Lager Beer, a product of Nigeria Breweries Plc. The survey research design was employed. The population of the study comprised of the personnel of Nigeria Breweries Plc, the distributors and consumers of Star Lite Lager Beer within Enugu metropolis. Data collected from questionnaire administration were analyzed using frequency distribution while the chi-square statistical technique was used to test the hypotheses. Results from the study show that the brand extension strategy used in introducing the product was very successful as the product has been well received within Enugu metropolis. The result of the study further shows that the quality of the product was adjudged to be good by the consumers while the distributors and the company are satisfied with the market share of the product so far. Based on these results, the researchers recommend that the company should continue to pursue vigorously the advertising message of the product to maintain the tempo in the market, and further stimulates potential consumers’ interest in the product. The company should also ensure that distributors are well supplied at all times to ensure that there is no slackness in supply chain. Finally, the company must ensure constant review of the life cycle of the product and add to its quality, content or some other aesthetic qualities before demand wanes.

Keywords: Brand Extension, marketing strategy, product development, product introduction