Manufacturing of Bottled water at Uzima beverage Company and Marketing of bottled water in Moshi Municipality and Dar es salaam City
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Date
2008
Authors
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Journal ISSN
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Publisher
Sokoine University of Agriculture
Abstract
A study was carried out to determine the marketing strategies for newly introduced
bottled water brand in the market and to identify factors that influence the sales of
bottled water. A case study was conducted of Uzima bottling Company. In addition
about 50 consumers, 30 wholesalers and 20 retailers were randomly selected for the
interview using structured questionnaire, group discussion and on-site observations.
Results from the study revealed that factors such as ease of handling, availability of
the products, high quality products and low price can influence the penetration of the
product to the market. Bottled water with sizes 350ml and 500ml are liked more by
consumer because of their small size, and easy handling. Uhai pure drinking water
which is available everywhere is one of the brands that is consumed more than any
other brand in Moshi municipality and Dar es salaam city. Kilimanjaro pure drinking
water because of good taste is number two in consumption in the above areas, also
studies shows that Kilimanjaro bottled water is popular brand in Moshi municipality
and Dar es Salaam city. In terms of price, consumers of bottled water are satisfied.
and most of those interviewed said bottled waler price is fair. Heavy promotion
influences some consumers to shift from existing bottled water brand to new
introduced bottled brands. However the challenges facing the small bottled water
industries like Uzima Beverage Company are: policies which do not support small
and medium enterprises (SMEs), poor technology, availability of packaging
materials, loan accessibility from financial institutions, stiff competition, and keeping
environment clean
Description
Dissertation
Keywords
Manufacturing, Bottled water, Uzima beverage, Moshi Municipality, Dar es salaam City