Stakeholders’ Participation And Marketing Mix Of Patriot Superior Gin Manufactured By Agro Chemical And Food Company Limited, Kisumu County, Kenya

Over the years Agro Chemical and Food Company Limited has had products in the market which has done so well but after the introduction of Patriot Superior Gin, a new product on the alcohol beverage market, it has performed so poorly in the market and this is attributed to the fact that the marketing mix of the spirit has not reached the threshold to stand the market forces. Therefore, this study sought to investigate the effects of stakeholders’ participation on marketing mix of Patriot Superior Gin as produced by Agro Chemical & food Company Ltd, Kisumu, Kenya. The specific objectives of the study were to find out the effect of shareholders’ participation; to determine the effect of suppliers’ participation; to assess the effect of customers’ participation; to investigate the effect of distributors’ participation and to examine the effects of employees’ participation on marketing mix of Patriot Superior Gin. The outcome of the study would benefit Alcoholic Beverage industry players; it can be used by marketers in alcoholic beverage industry and other industries in Kenya & East Africa at large in their strategic planning. The government of Kenya (as both the regulatory body and shareholder) will use the study recommendations as an insight for decision making to improve on their performance since marketing is one of the key performance indicators in their performance contracting. The study anchors on McCarthy’s marketing mix theory due to its relevance and direct relationship with independent variables; Product, Price, Promotion, Place and People in addition to Freeman’s Stakeholder Management theory which is relevant and has direct relationship with the dependent variables that include Shareholders, Suppliers, Customers, Distributors & Employees.