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IMPACT OF THE ALCOHOLIC DRINKS CONTROL ACT, 2010 ON MARKETING STRATEGIES IN EAST AFRICAN BREWERIES LIMITED


Catherine Mwende Nziuko

Jomo Kenyatta University of Agriculture and Technology

Dennis Juma

Jomo Kenyatta University of Agriculture and Technology 

Dr. Petronilla M. Mathooko

Jomo Kenyatta University of Agriculture and Technology


ABSTRACT

All companies attempt to increase their business profitability and sustainability through innovative brand marketing strategies. This study sought to address the impact of the ADCA, 2010 on marketing strategies which included all promotional activities, market penetration strategies, corporate social responsibility activities and the quality of alcoholic drinks with reference to EABL. The statement of the problem in this study is that there have been reduced sales for both alcohol manufactures and the retailers in the industry since the enactment of the ADCA, 2010. The increased licensing fees imposed on operating outlets for selling alcoholic drinks which has seen most outlets close down. EABL has also stopped sponsorships of sports events that would enable the company to sell alcoholic drinks in these events. This has forced EABL to reduce their production of alcoholic drinks in the factory. The findings of the study concluded that the ADCA, 2010 affected the marketing activities of EABL and the company should innovate new brands that are affordable, establish a solid market for the canned beer in the take home trade, educate the public on the importance of consuming quality alcoholic drinks from reputable companies and vigorously market their brands beyond the borders. The beneficiary of this project is to all the stakeholders in the alcoholic drinks industry from the manufactures, producers and retail customers of alcoholic drinks who need to embrace new and innovative approaches to marketing and promoting the products in order to stay profitable, to sustain their businesses. This project will benefit the stakeholders to be able to understand the ADCA, 2010 abide by the law and protect the consumers from the harmful effects of excessive consumption of alcohol and educate them on the dangers of illicit brews.


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