Social media positioning strategies employed by five selected fast -food brand in Ghana

Abstract

This study investigates the positioning strategies employed by fast-food brand on Instagram in Ghana with the aim of achieving a competitive advantage. The study utilizes a qualitative approach with purposive sampling and draws upon the theoretical frameworks of the 4P strategic theory (product, price, place, promotion) and the theory of positioning. The data collection process involved document analysis and interviews conducted with representatives from five fast-food brands operating in Ghana. Through the analysis of the collected data, the study uncovers valuable insights into the positioning strategies adopted by these brands on Instagram to gain a competitive edge. The findings reveal that infographics were the most frequently used nature of post across the five brands. This suggests that these visual representations of information are effective in conveying messages to the target audience in a clear and concise manner. By utilizing infographics, fast-food brands are able to communicate key product features, promotions, and other relevant information to their consumers on Instagram. Furthermore, the study identifies advertising appeals as an important component of the messaging strategies employed by the brand. By utilizing the emotional and rational, these brands seek to connect with their audience on an emotional level, highlight product benefits, and tap into social trends. This strategic use of advertising appeals helps to shape the perception of the brand and attract consumer attention in a competitive social media environment. The dominant messaging strategy observed among the brand was the informative strategy. This strategy focuses on providing relevant and valuable information to the audience, such as disclaimers and price increment. By positioning themselves as a trusted source of information, fast-food brand aim to build credibility, establish themselves as industry leaders, and differentiate themselves from competitors. Visual identity elements were found to play a significant role in the brand' Instagram posts. By maintaining consistent visual aesthetics, including colour schemes, logo placement, and image styles, the brand were able to create a strong visual identity that resonates with their consumers. This helps to enhance brand recognition, recall, and overall brand perception among consumers. Finally, the study reveals that fast-food brand in Ghana employed various strategies to achieve a competitive advantage. These strategies include target segmentation, product customization, sales promotion, and strategic alliances. By identifying specific segments of the market, tailoring products to meet local preferences, offering attractive promotions and discounts, and forming partnerships with complementary businesses, these brand aim to stand out in a crowded market and create a unique value proposition for their customers. This research provides valuable insights and practical implications for fast-food brand operating in Ghana, as well as other similar contexts. By understanding the effective positioning strategies employed by successful brand on Instagram, marketers and brand managers can optimize their social media presence, engage with their target audience more effectively, and ultimately achieve a sustainable competitive advantage.