Factors that affect brand positioning in the Bevarage industry: A case study of Eastleigh, Nairobi, Kenya
The notion that bottled water is a new product in the beverage industry has like any other new idea or product, been met with cynicism. This study examined factors that affected brand positioning in the beverage industry. It is important to examine how bottled water is channeled through to the consumer given the fact that the market is flooded with different brands (currently estimated about thirty distinct types). The marketing rationales that are used to ensure success in this industry were investigated. The phenomenon growth of this industry begs the question whether what attracts businessmen is unexploited business opportunity or is a superb way of marketing. The study defines what a brand is and highlights the three categories of a brand namely primary, secondary and tertiary. With too many competing products in the market this study appreciates that there is need to brand. On the other hand positioning is defined as a deliberate, proactive, iterative process of defining, measuring, modifying, and monitoring consumer perceptions of a marketable object. Using random sampling techniques, this study investigated to what extent these factors affect brand positioning. The findings of this study envisage assisting the beverage industry and other industries to understand the impact of customer perception on their products. The study established that brand names, customer experience, communication channels and packaging are distinct factors and conditions (independent variables) that affect brand positioning in the beverage industry. Their importance has been rated in this study and it is very clear on how they affect brand positioning. The findings recommend serious consideration of positioning during business plan, product launch and product lifecycle.