The Effectiveness of Marketing Communication Strategies Adopted by Retirement Benefits Authority in Recruitment of Jua Kali Workers Into Mbao Pension Plan
Abstract
All organizations, large and small, commercial, government, charities, educational
and other not-for-profit organizations, need to communicate with a range of
stakeholders. Marketing communications provides a core activity so that all interested
parties can understand the intentions of others and appreciate the value of the goods
and services offered. The primary forms of marketing communication include
traditional mass media advertising (TV, magazines, etc.); sales promotion (samples,
coupons, rebates, premiums items, etc.); store signage and point-of-purchase
communications; direct-mail literature; public relations and publicity releases;
sponsorships of events and causes; presentations by sales people; and serious
collateral forms of communication devices (Shimp, 2010). This study tried to fill the
research gap that exists by carrying out a research on the effectiveness of marketing
communication strategies adopted by Retirement Benefits Authority in recruitment of
jua kali workers into Mbao Pension Plan. The nature of this research was a descriptive
survey research. Descriptive research was suitable for this study since descriptive
design is usually ideal in situations where some key aspects of the subject are known
and hence it helps to generate more detailed information regarding key aspects of the
subject. The study relied largely on primary data. Primary data was collected using
structured questionnaires with both close-ended and open-ended questions. Data was
collected by use of self-constructed questionnaire, which were administered to 80
Mbao Pension Plan members randomly chosen from a population of 45,922 registered
Mbao Pension Plan Members. The purpose of this study was to determine the
effectiveness of marketing communication strategies adopted by Retirement Benefits
Authority in recruitment of Jua Kali workers into Mbao Pension Plan. Findings from
the study show that the respondents were more responsive to marketing
,
communication delivered in face-to-face meetings with Mbao Pension Plan's sales
agents. Also word of mouth had an impact on bringing in new members. It was also
found that TV worked in reminding people who were already members. The study
recommends that for RBA to effectively succeed in the recruitment of new Mbao
Pension Plan members, it will benefit by combining all marketing communication
strategies. Also, more financial budget need to be channeled to personal selling.
Citation
Kaburu Alexander Mugambi (2013). The Effectiveness Of Marketing Communication Strategies Adopted By Retirement Benefits Authority In Recruitment Of Jua Kali Workers Into Mbao Pension Plan. Master Of Business AdministrationPublisher
University of Nairobi