Branding and business performance of fast moving consumer goods. a case study of mukwano group of companies Kampala, Uganda

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Kampala International University, College of Economics and Management
The study was about branding and business performance of fast moving consumer goods. A case study of Mukwano Group of Companies Kampala, Uganda. The study was based on the following four objectives; to determine the profile of respondents in terms of age, gender, educational level, marital status, working experience and position; to establish branding strategies used by Mukwano Group of Companies; to establish the extent of business performance in Mukwano Group of Companies; and to establish the relationship between branding and business performance. A sample of 176 respondents both female and male employees of the company and their consumers of fast moving consumer goods were used for the study. The study employed a case study research design and the methodology used in this study was both qualitative and quantitative. Questionnaires and documentary review were the major tools of data collection. In regard to age, the study findings revealed that the majority of respondents were in age bracket of 31-40 years by 30.30%, in regard to gender, majority 85.80% were males, in regard to level of education, majority 46.00% were diploma holders, in regard to marital status, majority 47.20% were single and in regard to working experience, majority 30.70% had a working experience of 6-10 years. In regard to branding strategies, the majority of respondents revealed that Mukwano Group of Companies considers quality by 43.90%, 36. 10% for positioning, 39.80% for repositioning, and 47.10% for well-blended communications, 35.60% for being first, 51.20% for having a long-term perspective and focusing on internal marketing. In regard to business performance, majority 51.70% revealed that the company uses business performance measurement and control systems in determining the level of performance though majority 44. 90% revealed that it meets challenges when attempting to implement performance measurement system. It was finally revealed by majority 53.40% that there is a relationship between branding and business performance in Mukwano Group of Companies. The researcher recommended that; branding strategies of fast moving consumer goods should always be carefully considered; company's brands should have all three appeals that is brand strategy, brand positioning and brand personality and should also adopt a long-term view with regard to brand-building activities. Company should invest more resources in branding strategies, marketers should continue to emphasize the uniqueness of their products in terms of quality related attributes and also incorporate all aspects related to branding into their product mix to ensure that their products continue to remain popular and achieve long-term growth in sales.
A research report submitted to the College of Economics and Management in partial fulfillment of the requirements for the award of Bachelors Degree in International Business Administration of Kampala International University Kampala Uganda
Branding, business performance, consumer goods, Kampala, Uganda