Branding And Business Performance Of Fast Moving Consumer Goods. A Case Study Of Mukwano Group Of Companies Kampala, Uganda

ABSTRACT

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.