Marketing Strategy and Competitive Positioning of Poultry Feed Producers in Oyo State

The poultry feed manufacturing industry in Oyo State, in Nigeria's South West geopolitical zone, operates in an intensely competitive environment characterised by price sensitivity among buyers, raw material cost volatility, and the growing presence of large national brands. Smaller regional feed producers require coherent marketing strategies to achieve sustainable competitive positioning. This study examines the marketing strategies employed by poultry feed producers in Oyo State and evaluates their competitive positioning in the local market. A purposive sample of 25 feed production firms was selected from Ibadan, Oyo, and Ogbomoso. Data on product differentiation strategies, pricing policies, distribution channels, promotional activities, and market share estimates were collected through structured interviews with marketing managers. Competitive positioning analysis using a strategy matrix was applied alongside descriptive statistical analysis. Results indicate that price competition is the dominant strategy for 72 percent of firms, yet firms that combined price competition with quality certification (NIS mark) and technical advisory services to buyers recorded 35 percent higher sales volumes on average. Brand building investments were minimal across most firms, with word-of-mouth referrals serving as the primary promotional channel for 80 percent of respondents. Direct distribution to large poultry farms generated the highest margins compared to open market retail. The study recommends that poultry feed producers in Oyo State invest in product quality certification, farmer technical support programmes, and direct distribution partnerships with large commercial farms to build durable competitive advantages. Keywords: marketing strategy, poultry feed, competitive positioning, Oyo State, agribusiness