UNIVERSITY OF NAIROBI

SCHOOL OF BUSINESS

SEM: SEPTEMBER –DECEMBER 2019

DMA 501: MARKETING MANAGEMENT

SUDENT REG: D61/33121/2019

STUDENT NAME: JOHN KABUCHO MWANGI

LECTURER: PROF MARY KINOTI

Kapa oil refineries limited is a fast moving consumer good organization operating in Kenya and below is
the product ,mix and its dimensions in the company, the brand name and brand sponsor strategy used
by the manufacturer both locally and internationally

Product mix” a product mix is the set of all products line and item that a particular seller offer for the
sale to buyer (philip.T.Kotler, 2017) it represents a collection of all products lines manufactured or
produced for sale to the market ,for example Kapa oil refineries ltd whose operations are focused on the
manufacture of quality assorted food product has the following collection as their product mix include
cooking oils ,edible oils, baking products ,margarines ,noodles ,personal care products . (kapa oil
refineries ltd sustainability report, 2018)

The diagram below illustrates kapa oil refineries ltd product mix and its dimension namely product
width, product length product depth and consistency

Product mix
(kapa oils refineries
ltd)

baking
margarine noddles home care personal care edible oils cooking oils
products

chapa powder
prestige numi instant bathroom laundry soap tissue papers wet wipes rina kasuku
mandashi detergent

bred best special bakers atilla blue jamaa toss lavender softleaf lanzo ice olivia tilley

lanzo
atilla green tower toss blue cleanrol rinsun virgin alpa
antibacteri

rinsun rina deep

atilla violet lido neptune bluesberry
sunflower frying

raspery
captain cook seagull
vanilla

kapa ghee

Product mix width

Product width refers to the number of different product the company carries (G.Armstrong, 2018) in the
case of kapa oils ltd this would mean laundry soap, detergent powder ,toilet paper, toilet cleaner and
personal care product.

(Armstrong) further defines Product mix length and depth as the total number of items the company
carries within is product line (length)and the number of items carried within a specific line (depth) for
case of kappa oils refineries limited the longest length would encompass cooking oils which are
kasuku,tilley,alpa,rina deep frying ,seagull and kapa ghee. The product depth in home care is made of
bathroom, laundry soap and powder detergent

Brand name in terms of characteristics

Kapa oil refineries limited has various competitive brands, among the most successful brand include

 Kasuku is one of the most powerful brand of kappa oil refineries limited this brand is simple to
pronounce and a mention of it people will be able to relate it with the company and what product
it represents
 Rina is a brand from kappa oil refineries limited that is generally sold on the basis of the benefits
of using oils than fats such as zero cholesterol and vitamins b and k in the labelling has made
more competitive than other oil in the market “for healthy hearty meal”
 Toss detergent as brand uses benefits such as” gentle on your hands with a nice fresh smell”
characteristics, the benefit would include “it removes even the most stubborn stains of all without
affecting the colour of your clothes” = this has resulted to various toss brand extension as
depicted by the hierarchical product mix diagram above

Brand sponsor strategy

There are four forms of brand sponsorship options available to manufacture namely manufacturer brand
(national brand), private brand, licensing and co-branding=

Manufacturer branding involves launching a product as a national brand that is unique and developed by
the manufacturer

Private branding – this arises when the producer of a product allows a retailer to sell the product using
retailers brand name for example ,naivas supermarket packaging and selling kapa oil ltd ,cooking oil
using naivas as the brand name

Licensing entails licensing names and symbols previously created by other manufacturer ,names of
known celebrities or characters from various movies=and books for a fee which provide an instant and
proven brand name

Co-branding occurs when two established brands names of different companies are used on the same
product

Kapa oil refineries limited appears to be using manufacture brand and licensing branding strategy as
much their brand are local and has not engaged any private distributor or co-branding