The Influence of Sales Promotion Strategies on William Lawson’s Brand Image in Kapseret Sub-County, Kenya: A Comprehensive Analysis

Aim: This study aimed to examine the impact of integrated marketing strategies, specifically sales promotion, digital marketing, public relations, advertising, and product positioning, on William Lawson’s brand image recovery in Kapseret Sub-County, Kenya. Methods: Using a convergent parallel mixed-methods design, the study collected data from 393 consumers through structured questionnaires and from 11 liquor outlet managers via open-ended interviews. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative responses were subjected to thematic analysis. In descriptive statistics, the study used mean and standard deviation, while in inferential statistics the study used Pearson correlation and correlation coefficient. Hypothesis testing results were interpreted using a significance level of 0.05. Results: The findings indicated the presence of statistically significant relationships in certain areas, including sales promotion (correlation coefficient = 0.101; p = 0.046), digital marketing (correlation coefficient = 0.111; p = 0.028), and public relations (correlation coefficient = 0.124; p = 0.014). Conversely, variables such as advertising (correlation coefficient = –0.017; p = 0.737) and product positioning (correlation coefficient = –0.51; p = 0.315) demonstrated non-significant relationships. These results highlight the importance of prioritizing contemporary marketing approaches that align with consumer preferences. Accordingly, marketing strategies require reevaluation to more effectively influence brand perception. Conclusion: The study concludes that integrated marketing strategies emphasizing customer-centered and interactive approaches are more effective for brand recovery than traditional, one-way communication methods. Recommendations: The study recommends prioritizing interactive strategies such as PR, digital engagement and sales promotions while reconsidering the effectiveness of traditional advertising and product positioning.