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.
Description:
A thesis in the Department of Strategic Communication,
School of Communication and Media Studies, submitted to the School of
Graduate Studies in partial fulfilment
Of the requirements for the award of the degree of
Master of Philosophy
(Strategic Communication)
In the University of Education, Winneba