An Analysis of Factors Affecting the Marketing of Hippo White Sugar Brand in the Eastern Region of Zimbabwe

Abstract

This study sought to establish factors that have a bearing on current and future marketing of “Hippo White” sugar, a brand Hippo Valley Estates (HVE) that was launched in the year 2004 as part of its long-term survival strategies. Since the launch, the brand has faced a number of challenges. The study sought to establish a deeper understanding of issues affecting the marketing of the brand and establishing strategies that can be adopted by HVE management to militate against changing consumptions patterns, customer preferences and new market alignments. The research utilized a questionnaire that was administered to companies in the Eastern Region of Zimbabwe. The population included sole proprietors and companies (Private and Public) who are major customers of HVE. Research showed that all customers are sensitive to the colour of sugar packaging and caking of the sugar. Companies were found to be more reactive to quality issues when compared to Sole proprietors. Of the sugar brands, Hippo brand was more popular and better preferred. Customers had similar distribution preferences with the most popular distribution mode being for the manufacturer to deliver sugar to their premises. Sole proprietors and Companies were equally affected by problems faced by the sugar industry. Some of the recommendations were that HVE must adopt a strong stance that guards the quality of the brand with emphasis placed on 2kg pre-packs

production and mapping out a sugar distribution strategy that will facilitate the transportation of sugar to customers.