Effect of Experiential Marketing on Brand Perception A Case Study of Coca Cola Kenya

A Research Project Report Submitted to the School of Business in Partial Fulfilment of the Requirements for the Award of the Degree of Master in Strategic Management (MBA)The general objective of the study was to explore the effect of experiential marketing on brand perception with a focus on Coca Cola Kenya. The study aimed at determining the influence of experiential marketing on brand awareness, establishing the influence of experiential marketing on brand association and examining the influence of experiential marketing on brand loyalty at Coca Cola Kenya. The study adopted a cross-sectional descriptive research method in analyzing, interpretation, and presentation of data. The cross-sectional descriptive research design was the best design for this study as it appeals for generalization within a particular parameter. The research adopted the use of questionnaires to acquire applicable information from respondents. The study focused on 45 employees of coca cola Kenya marketing department at the headquarters in Nairobi. The sampling technique that was used was a census and the study collected information from all the 45 employees of coca cola marketing department. The research embraced a descriptive and inferential statistics in data analysis and presentation. Figure and tables were used in data presentation. The study determined how experiential marketing influences brand awareness. It was found that in exposing new brands, the company uses unintentional participation procedures. Brand awareness is created by the positive brand experiences by customers. The study revealed that brand awareness changes the perception of consumers about a brand in a positive way. During brand awareness, customers give valuable feedback to make brands even better. The study found that customer engagement brings a sense of involvement by customers in making their favorite brands better. The study revealed that through Experiential marketing events, Coca Cola Kenya strengthens her relationship with customers. This shows that brand exposure create favorable impression on customers’ minds. The study established that customers are more aware of brands through their participation in experiential marketing events. The study established the influence of experiential marketing on brand association in Coca Cola Kenya. The study found that the customers’ feelings are the measurable standards of the intangible value of the brand. Customer’s quality perceptions influence the pricing decisions of products in the company. It was determined that there is strong brand association as customers perceive brands to be of high quality. From the study, it was examined that Coca Cola Kenya conducts customer research to understand their brand and competitors. The study also found that Coca Cola Kenya has established competitive strategies to differentiate from competitors. Use of media is one of the strategies that have been used to increase the publicity of the company in experiential marketing. The study also found that the products endorsed by celebrities gain immediate credibility from consumers. The study examined the influence of experiential marketing on brand loyalty of Coca Cola Kenya. The study found that brand loyalty give the company enough time to respond to competitive moves by competitors. The study confirms that interaction with consumers has shaped attitudes towards the Coca Cola’s brand. The study found that the company has loyal customers and spend less on marketing their products. Experiential marketing was found to be a guerrilla tactic to keep advertising costs low . Coca Cola Kenya has a competitive edge as a result of low cost of production. The company has also before and after sale advertisements to always remind customers of the value of their purchase. The study found that experiential marketing events allow the company to interact with consumers at a more personal level. The study concludes that Coca Cola Kenya uses unintentional participation procedures in exposing new brands. According to the study, brand awareness changes the perception of consumers about a brand in a positive way. The study also concludes that there is strong brand association as customers perceive brands to be of high quality and that interaction with consumers has shaped attitudes towards the company’s brand. The study recommends the use of experiential marketing as it creates brand awareness that changes the perception of consumers about a brand in a positive way. The study also recommends organizations to conducts customer research to understand their brand and competitors. From the study, it was recommended that organizations should enhance brand loyalty as it gives companies enough time to respond to competitive moves by competitors