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The impact of brand extension strategy on liqour sales performance: The case of Delta beverages’ lagers northen division (2012 – 2014)

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dc.contributor.author Makwembere, Chengetai Thomas
dc.date.accessioned 2017-03-20T16:10:58Z
dc.date.available 2017-03-20T16:10:58Z
dc.date.issued 2017-03
dc.identifier.citation Makwembere, C. T. (2014). The impact of brand extension strategy on liqour sales performance: The case of Delta beverages’ lagers northen division (2012 – 2014) (Unpublished Masters thesis). University of Zimbabwe. en_US
dc.identifier.uri http://hdl.handle.net/10646/3013
dc.description.abstract Literature indicates that brand extension is a growth strategy employed by organisations in an attempt to enter new products categories, revitalise a brand, and improve brand visibility. It is further stated that brand extension can block off competition and in general improve the profitability of an organisation. However, this literature is largely restricted to experiences in other parts of the world. The purpose of this research was, therefore, an attempt to fill the research gap by investigating the impact of brand extension strategy on the sales performance of a Zimbabwean organisation. The research information and its application, based on a single case study design of Delta Beverages, were targeted at benefiting the corporate world, the country and the academic community. Empirical data was obtained by means of face-to-face interviews conducted with sales and brand managers and focus group discussions conducted with beer consumers. Semi-structured questions were used to gather information from the respondents. A qualitative research philosophy was employed and the data collected was analysed through data displays in the form of content analytic summary tables. The study concluded that the success of brand extension was limited at Delta Beverages due to lack of proper market research, poor product quality, unfavourable beliefs and attitudes held by consumers, negative consumer perceptions and competition. In light of these findings, it is recommended that the organisation: conduct market research prior to introducing any new products; improve and maintain quality; develop good relations with interested parties; collect market data; continue competing in the market. en_US
dc.language.iso en_ZW en_US
dc.subject Brand en_US
dc.subject Brand extension en_US
dc.subject Horizontal brand extension en_US
dc.subject Vertical brand extension en_US
dc.subject Brand equity en_US
dc.subject Brand visibility en_US
dc.title The impact of brand extension strategy on liqour sales performance: The case of Delta beverages’ lagers northen division (2012 – 2014) en_US
dc.contributor.registrationnumber R113098A en_US
thesis.degree.advisor Maravanyika, Dennis
thesis.degree.country Zimbabwe en_US
thesis.degree.discipline Graduate School of Management en_US
thesis.degree.faculty Faculty of Commerce en_US
thesis.degree.grantor University of Zimbabwe en_US
thesis.degree.grantoremail specialcol@uzlib.uz.ac.zw
thesis.degree.level MSc en_US
thesis.degree.name Master of Business Administration en_US
thesis.degree.thesistype Thesis en_US
dc.date.defense 2014


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