International Advertising Strategies Adopted By Jamii Telecommunications Limited In Kenya

Abstract

The world is changing at such a fast rate that the economic environment is due to go along with it, these changes are seen by the effects of globalization, investor demands, ever increasing product-market competition and the changing dynamics of customers . Since the basis of any business is to achieve a profit margin, it‟s up to the company to improve their performance, this is by coming up with new ideas, improving on the products already in the market, improve the quality as well as reduce costs for both the company and their consumers. Advertising is any activity that‟s undertaken on behalf of an advertiser, for the sole purpose of exchange of money or any valuable inclinations. Over the years it has been noted that consumers do not know the difference between adverts, direct mails or sponsorships. Advertising can also be looked at as a paid communication from an identified source, designed to ask the receiver to take some immediate action at the moment or in the near future. From the background it comes out clearly that business transition is not an easy task since it comes with unavoidable factors both internal and external. There are environmental factors that are given within which firms and their management must operate within. Most of these studies focused more on the mobile sector of telecommunication, even though the studies indicated on how advertising especially during marketing is conducted, they do not relate directly to Jamii Telecommunication Ltd. There is therefore need to conduct further studies to find out more about the factors influencing market share and how this contributes to creating competitive advantage at Jamii Telecommunication Limited in the changing business environment of today. The objectives of this study were to find out JTL in Kenya choice of advertising strategies and factors that influence those advertising strategies. This study has shown the strategies used by JTL in Kenya are in alignment with the local preferences as well as international standards and over the years have evolved as time changes. When the company was started, it focused mostly on their business products which were tailor-made for entities in the business sector. Over time their adverts have come to include; trending news (the Angela avatar), young adults (Mbugua‟s daughter and son), women in business (Mbugua‟s wife restaurant) and an increase in buying of real estate. The study recommends that even as Jamii Telecommunications has created a certain niche of their market, the company should also try to venture out to the masses mostly the middle class and low income earners. With regards to infrastructure the company boasts of having the best in the field with other providers looking at them to provide networks in inaccessible areas. This has made the company a pacesetter in their world, having this in mind, their competitors look towards them to see their weaknesses in order to use that to their advantage. This study therefore recommends that the company adapts their strategies with more investment on research and other market groups as compared to just sticking to their niche market. The use of more of social media will boost their market share in future.