WOLLO UNIVERSITY

COLLEGE OF BUSINESS AND ECONOMICS

DEPARTMENT OF MARKETING MANAGEMENT

Assessment of Branding Practice In Case Of St. George Beer Factory in

Dessie town
A Research Proposal Submitted to the Department of Marketing
Management of Wollo University in Partial fulfillment of The Requirements
for BA Degree in marketing management.

BY:Fasika Asmare
Id No ----------

Submitted to -----------

Submission date February 15/2021

wollo, Ethiopia

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Contents
CHAPTER ONE.....................................................................................................................................2
1. INTRODUCTION..........................................................................................................................2
1.1. Background of the Study.........................................................................................................2
1.2 back ground of the organization....................................................................................................3
1.3. Statement of the Problem.............................................................................................................3
1.4. Objective of the Study..................................................................................................................3
1.4.1. General Objective.................................................................................................................3
1.4.2. Specific Objectives................................................................................................................4
1.5.Basic Research Questions.............................................................................................................4
1.6. Scope of the Study.......................................................................................................................4
1.7. Significance of the Study.............................................................................................................4
1.8. Limitation of the study.................................................................................................................4
1.9 RESEARCH METHODOLOGY......................................................................................................5
1.9.1 Description of the study area......................................................................................................5
1.9.2 Research Design.........................................................................................................................5
1.9.3. Population and Sampling Technique.........................................................................................5
1.9.4. Types of Data collected.............................................................................................................5
1.9.5 Methods of Data Collection.......................................................................................................6
1.9.6. Data Analysis Method...............................................................................................................6
1.10. Organization of the Study..........................................................................................................6
1.11. work plan...................................................................................................................................6
1.11.1.Time schedule......................................................................................................................6
1.11.2 budget...................................................................................................................................7
Reference................................................................................................................................................8

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 CHAPTER ONE

1. INTRODUCTION

1.1. Background of the Study

One of the most valuable intangible assets of a firm is its brands. Brand can be a name, term,
sign , symbol, or other features that identifies one firms product or service as different from all
other goods and services (Anderson and vincze,2000).
Brands are more than just names and symbols. Brands represent consumers perceptions and
feelings about product and its performance everything that the product and service means to
consumers ( kotler, 2005). If a company treats a brand only as a name, it misses the point of
branding. The most distinctive skill of professional marketers is their ability to build and
manage their brands in a strategic manner.
Customer's view brand as an important part of a product, and branding can add value to product
(Armstrong; 2006: 549). Moreover, according to Kapferer, (2008; 13) since a brand is a name
with the power to influence the market, its power increases as more people know it, are
convinced by it and trust it. A brand is a shared desirable and exclusive idea embodied in
products, services, places, and/or experiences. The more this idea is shared by a large number of
people the more power the brand has.

Brands provide products with value beyond just their functional benefits. Brands provide a
company with possibilities to differentiate from its competition and enhance positioning
possibilities. With the right positioning, companies can establish certain brand associations and
knowledge structures in the minds of consumers. The success in securing a large market
therefore all lies on the consumer’s perception of brands and how companies can build brand
equity based on the customers’ perception (Keller; 2004: 45).
Branding is crucial managerial task and consequently a major dimension of marketing theory
and practice and endowing product and service with the power of a brand.it's all about creating
difference between product (birkner 2011,kotler 14th edi ,241).
Marketers need to teach consumers “who" the product is by giving it name and other brand
elements to identify it as well as what the product does and why consumer should care.
Branding creates mental structure that help consumer organize their knowledge about product

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and service in a way that clarifies their decision making and ,in the process, provide value to the
firm(kotler,marketing management 14th edi,242).

1.2 back ground of the organization

1.3. Statement of the Problem

Brands are important assets of firms. They serve as markers for a company’s offering and
reflect the complete experience a user has with a product. This implies that brands provide
products with value beyond their just their functional benefit. They provide a company with
possibilities to differentiate from its competition and enhance positioning possibilities (Keller;
2006: 142).

According to Kotler, (2006; 549) there are six criteria’s for choosing brand element this are:
memorability: easily recognized and easily recall, meaningfulness: it has to be descriptive and
persuasive, likability: fun and interesting, reach visual and verbal imagery, and aesthetically
pleasing, the fourth criteria is transferability: within across product categories, across
geographical boundaries, culture and religion. The fifth criteria is adaptability: it has to be
flexible and updatable, and the last criteria is protect ability: either legally or competitively a
brand should have the power to stay in the market.

The student researcher is initiated to identify the problem associated with the branding
practice of St. George Beer Factory; based on preliminary observation the company’s
branding strategy give due attention to other things than the most needy things in choosing
brand element; such as meaningfulness, likability, and transferability. As I mentioned above
transferability is the brand need to be across product categories, across geographical
boundaries, culture, and religion. So when we come to the case company it uses the name St.
George as a brand name it is not across religion, it is not meaningful related with the product
and from my perspective though the company is facing no problem, its likeability from
religious person’s perspective is questionable.

1.4. Objective of the Study

This part of the study covers the general and specific objectives.

1.4.1. General Objective

The general objective of the study is to assess the branding strategy of St. George Beer
Factory.

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 1.4.2. Specific Objectives

The student researcher will try to achieve the following specific objectives:
1. To indicate the branding strategy of the company.
2. To identify factors that affect branding strategy of the company.
3. To point out methods of evaluation on the effectiveness of the branding strategy of
the company.

1.5.Basic Research Questions

1. What does the branding strategies of the company looks like?
2. What are the problems that affect the branding strategy of St. George Beer Factory?
3. How does the company evaluate the effectiveness of its branding strategy?

1.6. Scope of the Study

The study will delimit to the assessment of branding practice of St. George Beer Factory in
Case Of Addis Ababa.

1.7. Significance of the Study

Under taking this kind of study is very vital for different beneficiaries. The beneficiary of this
study can be useful Company itself, to apply the outcome of the study to its effectiveness.
Most of all this study is also useful to the student to practice the theoretical since in a practical
manner. It can also serves as a reference for the one who are undertaking the same topic or
related fields.

1.8. Limitation of the study

The Researcher will expect to face the following limitations in conducting this research:
 Lack of adequate finance to conduct this research to the consumers.
 Lack of well-organized and sufficient relevant data.
 Lack of experience in collecting data as well as under taking the research study.
 Lack of enough reference materials.
 Unwillingness of the respondents.
 Shortage of income and time.

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1.9 RESEARCH METHODOLOGY
1.9.1 Description of the study area

St. George Brewery was first established in 1915 E.C. by a German Company according to
some sources the company was owned by Mussie Dawit who was Belgian who later sold it to
a German company and after six years later an Ethiopian company took over it. St. George
Brewery continued to grow in the early 1970’s the brewery was in good shape in terms of its
machineries, physical buildings, vehicles, marketing network, etc. in 1974 the brewery was
nationalized. Even though this created some obstacles the brewery pulled through with some
Improvements particularly with regard to manpower development and betterment in workers
engagement. On the other hand the brewery was lacking the finance it needed to introduce
new technologies that came in the 1970’s.

1.9.2 Research Design

As mentioned earlier, the general objective of the study is to assess the branding strategy of St.
George Beer Factory in order to achieve this objective the student researcher will use
descriptive research method because it helps to answer the research question and to assess,
identify, and describe the branding strategy of St. George Beer Factory.

1.9.3. Population and Sampling Technique

The target population of the study will be the Marketing Manager of St. George Beer Factory
and customers of the company. In reference to Malhotra’s (2007: 239) a sample size of 200
numbers of respondents will be considered to represent the customers of the company. It is
wide to cover the whole population. Therefore, the student researcher will use non-probability
sampling approach, specifically convenient (Accidental) sampling technique by using those
customers available in a certain specific time and place.

1.9.4. Types of Data collected

The student researcher will use both primary and secondary data. The primary data will
collected from customers and head of the company’s Marketing Manager. The secondary data
will be gathered from reference books, internet, and previous researches.

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1.9.5 Methods of Data Collection

Questionnaires will distribute to customers containing both open and ended questions. The
student researcher will conducts an interview as one means of qualitative data collection to
obtain more information in greater depth. Thus, structured interviews, unstructured and non-
directive interviews will be used as per requirement of the research question the study aims to
answer.
The researcher will be used interview as one means of qualitative data collection to obtain
more information in greater depth. Secondary data will collect from the company’s
advertisement website, company annual, reports, journals, books, literature reviews from
much more experienced countries on the particular field and the others.

1.9.6. Data Analysis Method

The student researcher will be used both qualitative and quantitative data analysis techniques.
The responses that will be collect from questionnaires are analyzed by quantitative approach,
tabulation of the results shows the number of responses to each question and percentage of
respondents who gives each possible response to the questions, and responses that are will
obtained through interview are narrated qualitatively.

1.10. Organization of the Study

This study will organize in five chapters; the first chapter gives introduction which includes
background of the study, statement of the problem, basic research question, and objective of
the study, significance of the study, scope of the study, limitation of the study, organization of
the study. The second chapter deals with review of literature. The third chapter contains
research design and methodology. Fourth chapter contains data presentation, analysis, and
interpretation. Finally, the summary, conclusions and recommendations will presented on the
five chapter.

1.11. work plan

1.11.1.Time schedule

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NO. Activity Month
Nov Dec Jan Feb Mar Apr May
Jun
1 Proposal √
designe
2 Literature √
review
3 Report √
writing &
submission
4 Data √ √
collection
5 Data √
analysis
6 Report √
writing
7 Report √
submission
8 Presentation √

1.11.2 budget

VII
NO. Items Quantity Price Total cost
1 Paper 50 0.50 45
2 Pens 4 5 20
3 Binder 1 35 35
4 Internet fee 25 hrs 5 125
5 Typist 2 5 10
6 Printing cost 67 2 134
7 Transportation 100
cost
8 Other expense 50
9 Sub total 52.5 484
10 Contingency 48.4
(10%)
11 Total 532.4

VIII
 Reference
Aaker (2003)

Abrham maslow ,2003, '' theory of human motivation".

American Marketing Association Dictionary.

Anderson, 2009, "Idea Branding".

Anderson and vincze,2000.

Keller, Kevin Lane (1993)."Conceptualizing, Measuring, and Managing Customer-Based

Brand Equity". Journal of Marketing.

Keller 2004, "Strategic management".

Keller, K. (2011), Marketing Management, 14th edn., Prentice Hall, NJ.

Kotler Philip and Armstrong (2004). Marketing Management. New Delhi Prentice Hall of

India Private Limited.

Kotler Philip (2009). Principles of marketing. Pearson Education Australia.

Kotler Philip (2006).Marketing Management. New Delhi Prentice Hall of India Private

Limited.

Kotler 2006;142;549;2005 14 ed 241;242 marketing managementKotler, P. and Lachance

2003 and1998

Malhotras 2007

Merriam Associates, Inc. Brand Strategies". Merriamassociates.com.

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