An evaluation of brand management strategies: A case study of Olivine Industries

Abstract

The general indication from literature on brand management is that branding strategies enable firms to create long term brand equity, influence purchase behaviour and create shareholder value. Literature has also shown that not all branding strategies are effective but the effective ones are depended on the type of industry they are applied. However this literature has been confined to other parts of the world, hence the aim of this research was to fill the research gap by evaluating brand management strategies used by Olivine Industries, a Zimbabwean company. The research was carried out with a view to make recommendations to improve Olivine’s approach to brand management. This research was based on a single case study of Olivine Industries. Empirical data for the research was obtained through eleven personal interviews with Olivine’s management and corporate customers that were purposively selected. The respondents from Olivine’s management were the Managing Director, Sales and Marketing Director, National Sales Manager, Brand Manager and Distribution Manager. The respondents from corporate customers were two Supermarket Branch Managers, two Head Office Buyers and two Supermarket Branch Buyers. Unstructured questions were used during the interviews with the assistance of an interview guide that enabled probing and getting rich data from the respondents. A qualitative research philosophy was used and the data gathered was analysed through data displays in the form of content analytic summary tables. The study found that Olivine has low levels of marketing communications, it has failed to renew all trademarks and also findings pertaining to brand awareness and brand positioning are related to lack of marketing research by Olivine. It was also found out that Olivine lacks innovation in its failure to bring new brands on the market. Lack of funding has also affected the effectiveness of Olivine’s branding strategies. The study recommends that Olivine courts an Investor to rid of its funding problems. It is also recommended that Olivine takes an aggressive approach in carrying out its marketing activities that include integrating its marketing communications and increasing its promotions. Olivine is also recommended to conduct marketing research to gather more information on its customers and the market.