Integrated Marketing Communication Strategies and Rebranding of Telkom Kenya
Abstract
Purpose: The aim of this study was to establish the
effectiveness of integrated marketing communication
strategies on rebranding of Telkom Kenya from Orange.
Methodology: Questionnaires and interview guides were
used to obtain qualitative and quantitative data with most
of the quantitative data collected through questionnaires
administered to the 80 respondents, representing
subscribers. The questionnaires were administered online
through Google Forms while one on one interview
sessions with the key informants from Telkom Kenya
conducted using interviews guides. Collected data was
cleaned, coded and entered into the computer for analysis
using the Statistical Package for Social Sciences (SPSS)
Version 21. The data was analyzed using descriptive and
inferential statistical approaches. Qualitative data was
analyzed through thematic analysis. Findings were
presented in table, graph and narrative text formats.
Findings: Key finding was that the joint effect of
advertising, sales promotion, direct marketing and other
forms of IMC was significant on the success of rebranding
in Telkom Kenya. Regression analysis of the variables
showed that sales promotion (p=.004) and direct
marketing (p=.028) were significant (p<0.05) compared to
advertisement whose effect on rebranding was 0.138 i.e.
p>0.05.
Unique Contribution to Theory, Practice and Policy:
The theory of persuasion may anchor future studies in the
telecommunication providers. The study recommends that
the telecommunication companies need not only to plan
their rebranding but to ensure that they embrace IMC that
is driven through application of current information and
communication technologies. Collaboration with the
government is vital in crafting a regulatory framework that
fosters fair competition and supports the
telecommunications industry's growth. Engaging in
dialogue with regulatory authorities will also help address
any potential barriers to the company's rebranding efforts
and ensure compliance with relevant policies.
Furthermore, the government's involvement in public
awareness campaigns can help promote the rebranded
Telkom Kenya as a trusted and reliable player in the
market. This collaboration could include joint initiatives
to expand telecommunication infrastructure, enhance
digital literacy, and bridge the digital divide, thereby
showcasing Telkom Kenya's commitment to national
development goals.
URI
https://doi.org/10.47604/ijcpr.2061http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6547