Market Positioning of Branded Meat Products: A Case of the Feedlot Industry in South Africa

Abstract

Meat brand owners in South Africa, faces key challenges in positioning themselves in the mind of the consumer. The research problem centers on the fact that retail brand owners have to implement strategies of branding and positioning to maintain and enhance their competitiveness. This study explored the marketing efforts of meat producers in Middelburg, Mpumalanga, by drawing tangent planes between effective marketing and the knowledgeable consumer, and to determine if there is sufficient demand to ensure that the benefits of economies of scale are realised.The case study approach was used, and included quantitative and qualitative research. The population consisted of consumers buying meat products at the different retailers in Middelburg, Mpumalanga, under the brand names; Kanhym Fresh Meat, Farm Inn Meat and Frank’s Meat. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. The results of the study present a conceptual brand equity framework that represents and measures the influences that create brand equity for branded meat products. This conceptual framework makes a significant contribution to the market positioning of branded meat products.

DOI: 10.5901/mjss.2014.v5n1p129