Marketing strategies adopted in serving the bottom of the pyramid customer of the Kenya Power & Lighting Company Limited

Abstract

Marketing strategy has long been recognized as a vital tool to confront competitive pressures in a market environment and also as a tool of improving the performance of the firm, If an organization wants to develop a distinctive image by which bottom of the pyramid consumers will be able to identify it, it must be able to provide a combination of features perceived to be desirable by the target market. The study sought to determine the marketing strategies adopted in serving bottom of the pyramid customers of Kenya Power & Lighting Company.

This research adopted a descriptive cross-section survey decision where the population of interest in Marketing Department in Kenya Power & Lightin!!; Company was visited. From the target population of 49 respondents, primary data was collected. A questionnaire was used as an instrument for data collection. The qll~ti9ns were designed to collect qualitative and quantitative data.A content analysis and descriptive analysis was employed in analyzing the data. From the study, it was concluded that Kenya Power & Lighting Company should establish and adopt promotion strategiesthrough local people, product strategic , market penetration and development strategies, pricing and personnel strategies in order to occupy a position as a large firm, a global firm, a niche firm and an efficient firm to serve bottom of the pyramid customers.

The study concludes that Kenya Power & Lighting Company adopts product development marketing strategies in marketing to customers at the bottom of the pyramid. This has been through developing new products, increase number' of small distribution transformers, use of ready board technology, roll out of pre-paid metering system, modification of company products and use of modem technology strategies. The study concluded that Kenya Power & Lighting Company is developing schemes for customers, use of media like pamoja FM, launching of pre-paid metering for small customers and increasing transmission projects to enhance voltage transfer capacity as well as creating new connectivity to the urban slums and rural areas.