Effects of Route To Market Strategies on Product Delivery in The Soft Drink Industry: A Case of Nairobi Bottlers Ltd

Abstract

This study sought to investigate the effects of the existing route to market strategies in Nairobi Bottlers on product delivery at retail markets. A Population of 71,700, with a target population of 32,700 retail customers of Nairobi Bottlers Ltd territory were involved. The sample size was 140 customers which comprises of 56 customers with coolers and 84 customers without coolers was selected using stratified random sampling. Questionnaires were used to collect field data from Nairobi Bottlers retailers across the Nairobi region. The data was then analysed using descriptive analysis. The study found that Nairobi Bottlers Limited delivered the ordered products to their business premises and those not located near a distributor. Additionally, the study revealed that the company had enough and experienced employees who ensured effective product delivery to the market thus satisfying the market demand. The company also had a clear differentiation from the other competitors’ products in terms of packaging, design and uniqueness which increases competitiveness and sales The study concluded that despite the vast market, the company strived to ensure that there was reduction in delays of delivery of its products to their retailers although there existed some inconveniences that needed to be solved through some marketing strategies and the company had differentiated its products from other competitors’ products in terms of packaging, design and uniqueness which increased competitiveness and sales. The study recommends that sufficient and experienced workers are required in the product delivery process to reduce the time taken to deliver goods to the market. Also, there should be application of price compliance initiatives ensure that retailers and point of sale prices are standardized thus increasing the volume of products delivered to the market.