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An Examination of the Effectiveness of Ballygowan in Building Brand Awareness.

Dobbs, Sarah (2000) An Examination of the Effectiveness of Ballygowan in Building Brand Awareness. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

The aim of this dissertation is to examine the effectiveness of Ballygowan in building brand awareness. The company selected for research was the first Irish boiled water company. The Irish bottled water market is expanding rapidly and there is greater competition in the marketplace. It is the generic brand name that has helped Ballygowan remain market leaders.

The research methods used in the preparation of this dissertation consisted of secondary data collection, an interview, a survey and observation. These methods generated the information required for the formulation of this work.

The findings show that bottled water market is the most rapidly expanding sector of the Irish soft drinks market. Consumption of bottled waters in Ireland has grown from 4.3 litres per person per annum in 1990 to 16.1 litres per person per annum in 1999 (Ballygowan, 2000). The company believes that there is considerable potential for farther growth, with smaller packsizes proving particularly popular.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > Advertising
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 26 Aug 2010 08:56
Last Modified: 09 Sep 2014 06:53
URI: http://trap.ncirl.ie/id/eprint/417

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