Sunday, the 17th of February 2013 -Keroche Breweries CEO Tabitha Karanja today revealed that the company has been the subject of unfair advertising campaigns by some of its competitors that has attempt to paint it as supporting either CORD or Jubilee.Karanja said that the company’s link to either coalitions have caused it to suffer a slump in sales of up to 30 percent;
“In the last two months, our field officers have notice a dangerous style of marketing – false and misleading advertising which projects Keroche Breweries as leaning towards Cord in Jubilee dominated areas and Jubilee in areas where Cord is popular,” she said.
“What at first appeared to be attempts by misled and overzealous salesmen have now been confirmed as approved corporate strategy targeting Keroche Breweries' Summit Lager drinks by the competitors” she added.
Karanja made the comments during a press conference in Nairobi earlier today at which she also cautioned that the strategy of casting some businesses in a tribal light was dangerous to the country as a whole;
“This strategy is both dangerous and counterproductive in the short and long-term. The danger is that it pushes Kenyans towards extremism when we are all trying to remind Kenyans that our country exists even when the elections will be concluded,” she said.
Karanja also called on the Mzalendo Kibunja-led National Cohesion and Integration Commission (NCIC) to come to the aid of businesses like hers that are being unfairly maligned using hate speech;
“It also introduces a wrong perception that our economy should be segmented into tribes and communities. Products are not manufactured for communities or regions. The only qualification any product should have is quality,”
The Keroche CEO also revealed that she had contacted the campaign teams of both CORD and Jubilee, saying “they are surprised and shocked that this thing is happening.”
The Kenyan DAILY POST
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