WHERE KEROCHE AND
THEIR BRANDS TERRIBLY FAIL
I
would like to reference an article I read on Humanipo on Keroche Breweries.
Here’s part of what the article read; Top Kenyan brewer Keroche
Breweries yesterday claimed on social media it was seeing slow business as its
competitors are using ethnic politics as a sales strategy to dissuade customers
from buying its products, assertions that shocked Kenyans.
Kenya’s
brand terrain is littered with many brands. Some are as old as Kenya while
others are relatively new having made it to the scene in the 21st Century.
Amongst these brands, there are those that boast of having a special place in
the hearts and minds of Kenyan consumers such as Tusker among other EABL brands.
However this kind of loyalty, adoration and recognition this brand enjoys is
worth all they spend on it. The success of this brand is worth every coin they
pump into it and gives them value for money.
Before
I go on, Tabitha Karanja is a great woman entrepreneur who has grown the
Naivasha based brewery from a “Chang’aa” packaging factory to the second
largest brewery in Kenya. This is my opinion; you may agree, dispute or add on
to it!
So
what does she or Keroche Breweries do wrong?
WHOLESALING AND DISTRIBUTION
Distribution
channels are an important part of the marketing for beer manufacturers, and not
just beer but soft drinks. I want to mention Coca Cola here, when they realized
that their competition wasn’t only Pepsi but anything that can ‘quench your
thirst’ they changed their strategy to “Make Coke Available Everywhere”. Back
to EABL and Keroche, the latter may not have invested well in their
distribution systems, building customer and brand loyalty requires availability
of the product. That’s one place where EABL beats Keroche squarely. I will find
Tusker everywhere, cold or warm- just as I like it of course at different
prices. So if Keroche wants to really fight up for this space let the consumers
get the product in their favourite local. KBL seems to have come up with
Summit’s fighter brand called Balozi but its gaining popularity among Tusker
consumers and not eating into Summit’s . This is something Keroche
could exploit by a stronger distribution network especially in smaller towns.
DIGITAL MEDIA
Digital media helps with deepening the brand memorability in a very
subtle way if done well. It’s also about
deepening loyalty and the
experience. A strong digital presence is crucial for brands especially
on social media. New media is
transforming the way the world does business. Today the implications are huge
and the prizes are enormous for those businesses who handle it right. Social
media marketing eliminates the middlemen, providing brands the unique
opportunity to have a direct relationship with their customers. Keroche clearly
is not keen on taking the full advantage of the greatest shifts of our
generation. On Keroche breweries Ltd Facebook page they have 613 fans and @KerocheBrewery with 523 followers and Tabitha Karanja's handle which has 6005 followers.
Keroche needs a social media manager to assist in coordinating
special events e.g. launches, sponsorships, CSR events etc as such information
needs to be shared with the community. They need someone who integrates their media plan, PR plan and
the experiential activities planned to his plan on social media. The manager
should also be a close liaison with other departments in the organization and
agencies to help integrate social media into their efforts. Don’t
be the old school guys who were used to the “me me me” marketing where we paid to play, bought attention (Experiential efforts, PR, ad space on
newspapers, TV and OOH) with a huge budget which you probably don’t have
compared to what EABL has. (You can hire
me to fix your issues on social media and handle the big brands for you squarely)
EXPERIENTIAL
MARKETING
Experiential
marketing allows your customers to engage and interact with your products, and
services in sensory ways that provide the icing on the cake. It's all about
personal experiences that help people connect to a brand to help them make
intelligent and informed purchasing decisions. It's a unique approach which
integrates elements of emotions, logic, and general thought processes to
connect with the consumer. I haven’t heard of Keroche doing activations, sponsorships or such kind of thing to ‘bring the brand closer to the
people’.
Road shows? Promos?You need to re-look at your target consumers touch points and see how to engage them.
On the other side, we don't need to list what Pilsner, Tusker etc do. I am not trying to say you need to do all that but at least put some resources into a good experiential campaign, no one will throw stones at your road show, storm your bar activations etc!
CLEAR BRAND POSITIONING
Keroche needs to
build a clear brand positioning followed a structured approach. First, it
has to establish a brand mission according to the overall mission of the
company which should be reflected in the core values of the company. Is it
quality products? Innovation? Design? Price leadership? What’s their differentiators?
Secondly, Keroche
needs to develop a distinctive value proposition to foster its brand
strategy across B2C and B2B businesses.
I am yet to
understand who the Keroche brands consumer is!
Who do Keroche target
with its various brands? This is never clear with their TV commercials, print
ads and outdoor campaigns. If I can’t get that as a marketer I don’t think the
kawaida mwananchi will get it!
A CLEAR BRAND
PROMISE/ COMMUNICATION
Keroche needs
to lose the tag of its roots, past and where they started! I still remember Vienna
days and it didn’t do well to people who drank it!
I would
recommend a re-branding to lose the “Keroche tag” because it definitely has
impacted negatively on the consumer perceptions of their various brands.
Their
association, partnership or affiliation with the PM is what their competitors
are now using to ‘hammer them’ and spread rumours.
Secondly
Keroche breweries need to do a major campaign pushing a clear brand promise. If
they want to ‘look and feel’ Kenyan they definitely have to put some effort in
gaining that acceptance. Kenyans feel and believe Tusker is a Kenyan brand….see
how Safaricom made us believe Mpesa was Kenyan?
Can Keroche
really work to gain that acceptance? Yes they can however as they ‘Kenyanize’
the brand they need to first know whom they are targeting! I have seen them
talk about their beer being sugar free, tell the consumers the benefits of
drinking sugar free beers or talk about the dangers of drinking beer with sugar
additives. Make the consumer understand the uniqueness in your products and the
value proposition/
For this I suggest
Keroche needs a very a guerrilla marketing and a PR team to counter the
misconceptions and negative brand perceptions. You cannot play safe or seek public
sympathy when your billboards are torn, when bar owners are threatened whenthey stock your products or when such rumours as those they are currently
facing. You’ve got to DO SUMTHN!
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