The use of corporate identity media as a marketing Tool among fast moving consumer goods Manufacturers in Kenya
Abstract
The objectives of this study was to determine the extent to which Corporate
Identitymedia is used as a marketing tool by firms dealing in Fast Moving
Consumer Goods in Kenya, to determine the benefits of the use of the
media, and the challenges faced by the firms in using the various
corporate identity media. The study targeted senior managers involved in
strategy formulation.
A descriptive survey was used, and the questionnaire consisted of openended,
structured and semi-structured questions, which was pre-tested for
clarity. The 'drop and pick later' method was used to administer the
questionnaire to respondentsin Nairobi and Kisumu, while those located in
other towns received the questionnairesthrough mail. This was a census
study. The data was analyzed using frequency distribution, percentages,
mean scores and standard deviations.
The results show that the firms dealing in Fast Moving Consumer Goods
use the different media available for communicating their corporate identity,
to various extents. There is a bias towards the visual identity, and the use
of the marketing mix variables. The firms have also benefited from the
application of the media, and face several challenges, both internal and
external. Opportunities for building stronger rporate identity exist in
internal marketing, corporate social responsibility and media relations.
Corporate communicationsis handled by diverse departments and personnel.
Some limitations of the study are evident.This include the fact that it was
restricted to the Fast Moving Consumer Goods industry, and the reluctance
of some firms to participate in the study. Suggestions for further research
include the use of the corporate identity media by firms engaged in the
manufacture of goods in specific categories and image research to
establish if perception of the firms by stakeholders is aligned to the identity
the firms wish to portray.
Sponsorhip
The university of NairobiPublisher
School of Business