Marketing Mix Optimization in Nigeria’s Brewing Industry: A Regression and Geometric Programming Approach (Case Study of Nigerian Breweries PLC)

This study investigates the impact of marketing mix elements—Product, Price, Promotion, and Place (4Ps)—on the revenue and profit of Nigerian Breweries Plc (NBL) from 2013 to 2022, using secondary data. Regression analysis was employed to assess the relationship between the 4Ps and revenue, while geometric programming optimized the marketing mix for profit maximization. Results indicate that Product and Promotion positively influence revenue, whereas Price has a negative effect. Geometric programming revealed the optimal contributions to profit: Product (99.80%), Price (0.09%), Promotion (0.06%), and Place (0.05%). These findings highlight the importance of balancing revenue-driven and profit-oriented strategies, emphasizing that distribution capacity plays a key role in maximizing the effectiveness of other marketing mix elements. Distribution limitations can hinder the impact of production, promotion, and pricing. Therefore, NBL and similar industries should align production with distribution capabilities, tailor promotions to specific distribution channels, and factor distribution costs into pricing strategies. This study contributes to marketing literature by providing empirical evidence on optimizing the marketing mix to enhance revenue and profitability in Nigeria’s brewing industry.