BALOGUN Micheal Ayomide
&
OSEYOMON Ehi Patrick
Department of Marketing,
Faculty of Management Sciences,
University of Benin
Abstract
This research investigated the relationship between agile marketing and brand performance. It seeks to explore how the implementation of agile methodologies influences brand performance proxies, notably market share, within the competitive beverage market landscape. The study employed a Survey Research Design, The Population Comprised two hundred and eight (208) staff of seven up bottling company, Benin City, Edo State. All the 208 staff were selected for as the sample of the study using the census sampling technique, due to the low population. A questionnaire was structured to represent the objective of the study and collect data from the sampled population. Data collected were analysed using multiple linear regression analysis. The regression approach was selected since it was deemed appropriate for concurrently examining the dependent variable brand performance multiply across all the independent variables. Correlation analysis was performed to examine the relationships between brand performance and agile methodology implementation, speed to market, and adaptability/flexibility in marketing strategies. The study found a significant impact of agile methodology implementation, speed to market, adaptability and flexibility on brand performance. Based on the findings of the study it was recommended that; organizations should prioritize the implementation of agile methodologies in their marketing strategies, companies should focus on reducing time-to-market for new products and updates. This can be achieved by streamlining processes, leveraging technology, and fostering cross-functional collaboration to ensure rapid and efficient product launches and organizations should cultivate an adaptable and flexible organizational structure. This includes encouraging a mindset that embraces change to enhance employees’ adaptability skills.
Keywords: Agile Marketing Strategies, Brand Performance, Beverage Market, Market Share,
Speed to Market.
