Event Management Strategy and Brand Performance of Large Alcoholic Beverage Companies in Kenya

Abstract

This study investigates how events management strategy and brand performance have been used in the major alcoholic beverage companies in Kenya. In view of the contributions of the alcoholic beverage companies in Kenya, it is important to note that their existence has helped in employment creation plus contribution to the exchequer. The alcoholic beverage companies in Kenya provide thousands of jobs directly and indirectly both in Kenya and in East Africa at large. Other sectors like agriculture also benefit when farmers produce barley which is used in the brewing of beer. The farmers who produce barley and keep vineyards owe their existence to companies like East African Breweries Limited, Keroche Industries and Rift valley winery among others. Bottling and glass making companies like Central Glass Industries provide employment and glass bottle requirements to various local companies such as Coca-Cola among other companies. The external environment has been turbulent in the recent past especially with the introduction of ‘Mututho’ laws, hence having a significant effect on the alcoholic industry. This study is carried out to determine the effect of events management strategy and brand performance and how that performance is measured. Theoretical framework is based on the Resource Based Theory and the Consumer-Based Approach Theory. Data collected using qualitative and quantitative technique and presented by tables and charts. It was found out that alcoholic beverage companies must continue to use event management strategy and take it a notch higher, this will entail regularly measuring brand performance through creation of a platform that would overcome or cut through major and unprecedented operational, environmental and market complexities, strategically establish clarity and also articulate well strong and powerful brand opportunities in order to build strong brands. From the findings of the study, it is quite evident that major alcoholic beverage companies use events management strategy as a tool to enhance brand performance and in order to have strong brands that in overall ensure longevity of their organizations and generate good revenues. Based on the findings of the study and nature of the study, there are practical and theoretical recommendations that are necessary. The study recommends that alcoholic beverage companies continue to hold and outsource more marketing events even to other areas outside Nairobi and Kenya in general in order to capture larger market share and gain more competitive advantage, also that alcoholic beverage companies come up with a brand performance platform which will be data driven designed for business executives to identify the best path to build brands and pursue growth opportunities while ensuring high standards are delivered to customers. In conclusion, it is with expectation that the findings and results of this study will be of theoretical and practical significance to marketing professionals, future researchers and policy marketers in this country and abroad.