The effect of branding on product marketing :

Abstract

This study examined the effect of branding on product marketing performance at Century Bottling Company Coca-Cola-Namanve Plant. The specific objectives of the study were set; to identify the importance of branding in the marketing of Coca-Cola products; To determine the branding strategies adopted by Century Bottling Company Coca-Cola-Namanve Plant and to establish the relationship between branding and product marketing. Secondary data on the study was reviewed and primary data was collected through structured. Questionnaire from a section of employees at Century Bottling Company Coca-Cola-Namanve Plant. In total, fifty (50) respondents were conveniently sampled from the population to participate in the survey. Descriptive research design was adapted by the researcher. The research findings, analysis and interpretation were done with credence to the study objectives. The researcher formulated three research questions from which the questionnaire was developed and administered by the researcher. The data was analyzed using SPSS. The findings indicated that customer testimonials and sales people’s word of mouth were the major ways through which the company enhanced its brand image. The overall performance of branding on the company’s marketing performance was very effective through the use of logo and jingle. This success could not have been achieved without the company’s total brand equity. Therefore, it was concluded that product marketing was of great importance in determining the position of company in target market and attracting customers. Furthermore, the findings indicated that the company used mostly TV campaigns to promote its brand. The researcher attributed this to the fact that the media had a wider coverage. This choice of media could also have been influenced by the branding elements the company focused mostly which constitute the very aspect of the brand through which the company differentiates its product which are the company’s Logo and Jingles. Logos and jingles could best be demonstrated to customers through TV campaigns. The researcher recommended frequent training and education is required to effectively manage and maintain the company’s brand to gain the maximum impact on marketing performance among other recommendations and Lastly, the researcher suggested that more research should to be undertaken on the underlying topics; The Effect of Branding Strategies on organizational performance and The Relationship between Product Marketing and Customer Satisfaction.