Market positioning of branded meat products in Middelburg, Mpumalanga Province

Abstract

The South African consumer is privileged to have a wide range of quality meat products on the market. The marketing challenges for the meat retailers are quite unique, and require a different marketing perspective. Branding serves as a mechanism to solve some of these challenges. Branding is all about building assumptions, supporting the brand in the minds of the consumer, convincing them that the brand is distinctively different from other brands. For the small business retail meat brand to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality meat serves as just another commodity. Building a strong brand in the market is the goal of many small businesses due to the fact that it provides a host of benefits. To constantly anticipate competitors and reinforcing uniqueness of the products or services offered emphasises the true meaning of any strong brand. The small business retail meat brand owners in Middelburg, Mpumalanga Province face key challenges in positioning themselves in the mind of the consumer as a meat product with brand equity. The research problem centres on the fact that small business retail brand owners have to implement strategies of branding and positioning to maintain and enhance their competitiveness. Furthermore, small business retail brand owners need to develop a competitive advantage based on a set of unique brand attributes. From this the analogy can be drawn that the small business retail brand owners need to establish how to market the meat brand attributes to achieve brand equity. Then differentiating the brand from competitors and developing a competitive advantage. This research study aims to stimulate discussion on what the true meaning of branding and positioning is and what the concept should facilitate or not. The proposed research will contribute to the small business retail brand and its consumers, by establishing how the marketing of its brand attributes facilitates consumer's acceptance. The research design for this dissertation is based on 'applied research' conducted in the social world. The research is theoretical in nature using the quantitative and qualitative research paradigm as research basis. Case study research served as research method. The sample frame constitutes three (3) small business meat retailers in Middelburg, Mpumalanga, namely, Kanhym Fresh Meat; Farm Inn Meat; and Frank's Meat. The unit of analysis used in this dissertation, is represented by these three (3) small business branded meat retailers, and their consumers. Data collecting facilitated by means of semi-structured interviews with the brand owners of the three identified retail outlets, Kanhym Fresh Meat, Farm Inn Meat and Frank's Meat. After establishing, inter alia, the brand variables as portrayed by the brand owners this was then used as scaled questions in quantitative questionnaires and the questionnaire was issued and completed at the different retail outlets where consumers buy the branded meat products. The aim of this data collection method is to establish what the consumers' preferred method of marketing is and which brand attributes consumers consider important when purchasing branded meat products. The results of this study will identify opportunities of implementing strategies to maintain and enhance the competitiveness of a meat brand as well as differentiating it as a meat brand with brand equity.