Effectiveness of brand positioning strategies on the success of over the counter brands (OTC) in glaxosmithkline, Kenya

Abstract

It is widely accepted that for a brand to be competitive in any industry, it must be distinct from its competition. Creating distinct differentiation is key to any brand so as to ensure the brand has the best defense against an ever increasing array of competitive forces. This enables the brand to effectively defend its position in the market by ensuring its consumption growth is faster than that of its category. The Pharmaceutical industry should embrace marketing and brand strategies to a much greater extent. In determining the role of effective brand positioning strategies and their effect on the success of over the counter brands in GlaxoSmithKline, Kenya, the researcher recommends that the brands should so positioned that they can withstand competition from their toughest rival and ensure their unique position should is maintained by creating an aura of a distinctive brand. Appropriate brand positioning strategies should therefore be in place to ensure the brands outperform competitors and grow despite them The purpose of this study was to determine the effectiveness of brand positioning strategies implemented for over the counter brands marketed by GlaxoSmithKline, Kenya and the extent of their effect on the success of these brands. The study used a descriptive cross sectional research design where the population of the study consisted of 16 GlaxoSmithKline consumer healthcare employees from the sales and marketing department. Due to the limited sample numbers, a census was carried out. The study revealed that, multiple positioning strategies were in place and the most popular ones being feature based, product use and product attributes brand positioning strategies.