Market Segmentation Strategies Adopted by Media Houses to Promote Television Content in Kenya
Abstract
In the recent past, the business environment has witnessed an increase in the number of
players offering the same or similar goods and services. This shift has also been
experienced in the television industry in Kenya. The liberalization of the economy and
improved telecommunication have led to an influx of television stations in the country.
This has led to increased competition in the industry prompting the individual stations
had to come up with strategies to remain relevant and survive. This study seeks to
investigate the Marketing strategies adopted by media houses to promote television
content in Kenya. The objectives of this study were to determine segmentation strategies
used by Television media houses to promote content in Kenya and to establish the
effectiveness of the marketing segmentation strategies adopted by television media
stations in Kenya. In carrying out this study, a census survey was applied. Both primary
and secondary data sources were used. Primary data was collected using a questionnaire
as the key instrument. The questionnaire used was designed to capture the unique
characteristics of the entire population. The research targeted the either the Marketing
manager, or the person in programming and content in the organization. The researcher
used Microsoft Excel and SPSS software for data analysis. Charts, tables and narratives
were made on findings. The study revealed that there exists a clear marketing strategy
from all the media houses on how to capture, retain and acquire viewers in this
competitive television industry. There was also an indication of how the thinking behind
content acquisition and generation within the organization. It also revealed that
programming was the most important factor in running of a television station in Kenya.
The study concludes that market segmentations strategies are indeed employed by the
media houses to promote the television content to improve their ratings and eventually
meant to attract advertisers to the stations. The limitations of this study were that it
focused only on the free to air stations and also, not all the questionnaires were answered.
Citation
Masters of Business AdministrationPublisher
University of Nairobi