Brand Positioning Strategies of Letshego Uganda

Abstract

The purpose of the study was to evaluate brand positioning strategies of Letshego Uganda. The objectives of the study were; to identify the brand positioning strategies employed by Letshego Uganda, to conduct a thorough literature review on brand positioning strategies and to provide recommendations to Letshego Uganda on alternative brand positioning strategies. The study adopted a qualitative methodology using a cross sectional study. A purposive sampling techniques was used in which five staff and six customers were selected. Staff requirements for inclusion in the study were two years of work at the current organization and a minimum of supervisor position. Customer requirements for inclusion in the study were consistent transactions for at least three years. The results indicated that while Letshego acknowledged the need for diversification, at the business level, the positioning strategy was still geared towards the historical primary market segment of salary loans. The study also found a lack of buy in and knowledge of the firm’s positioning strategies outside the marketing department with the other staff reserved to observing the implementation of the positioning strategy yet devoid of a full spectrum understanding of it