Browsing by Author "Wanjiku, John Ndungu"

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    Integrated Marketing Communication Strategies and Market Performance of Registered Pharmaceutical Companies in Nairobi City County, Kenya
    (Kenyatta University, 2025-10) Wanjiku, John Ndungu
    The pharmaceutical sector in Kenya has faced persistent challenges in maintaining competitive market performance, with firms struggling to retain customers due to rising competition from regional and international players. Despite increased marketing efforts, many pharmaceutical companies in Nairobi City County continue to experience low brand visibility, weak customer loyalty, and declining sales performance. This problem is attributed to inconsistent and poorly integrated marketing communication (IMC) strategies, where firms often rely on isolated promotional tactics rather than a cohesive approach. Consequently, there is limited empirical evidence on how specific IMC elements such as advertising, sales promotion, direct marketing, and personal selling collectively influence the market performance of pharmaceutical firms in Kenya. This study therefore investigated the effect of integrated marketing communication (IMC) strategies on the market performance of pharmaceutical firms in Nairobi City County, Kenya. Specifically, it examined how advertising, sales promotion, direct marketing, and personal selling strategies influence market outcomes. Grounded in the Hierarchy of Effects Theory, Push and Pull Theory, Customer Relationship Management Theory, Commitment-Trust Theory, and Balanced Scorecard Theory, the study adopted a descriptive research design. The target population comprised pharmaceutical firms operating within Nairobi City County. A census approach was applied to ensure inclusivity and comprehensive data collection across all firm categories, and a sample size of 90 firms was selected to represent manufacturers, distributors, wholesalers, and retailers. Data were collected using a semi-structured questionnaire and analyzed through descriptive statistics (frequencies, percentages, and means) and inferential statistics (regression analysis). The findings revealed that advertising strategies significantly improved brand visibility and sales, sales promotion tactics enhanced customer engagement and demand, direct marketing strategies strengthened personalized communication with healthcare professionals and consumers, and personal selling techniques positively influenced customer relationships and market share. The study concludes that an integrated approach to marketing communication yields greater performance outcomes than fragmented strategies. It recommends that pharmaceutical firms in Nairobi City County adopt a comprehensive census-based IMC assessment to continuously monitor marketing effectiveness and prioritize coordinated IMC elements to enhance competitiveness, strengthen customer loyalty, and improve overall market performance.
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    Nexus between Integrated Marketing Communication Strategies and Market Performance of Registered Pharmaceutical Companies in Nairobi City County, Kenya
    (Strategic Journals, 2025-05) Wanjiku, John Ndungu; Maina, Samuel
    The pharmaceutical firms contributed merely 4.6% of the Kenya’s exports share despite importing an average 60% of pharmaceutical products between 2017 and 2021. The pharmaceutical firms in Nairobi occupy the largest market share (78%) of the drugs manufactured, and distributed in the Country. Pharmaceutical firms in Nairobi hold the largest market share in Kenya’s drug manufacturing and distribution, growing from 68% to 82% between 2017 and 2021, with customer numbers rising from 38 million to 46 million. However, retention declined from 48 million in 2019 to 46 million in 2021 due to rising competition. This study explores how integrated marketing communication strategies; direct marketing, advertising, sales promotion, and personal selling affect their market performance. Grounded in relevant marketing and management theories and using a descriptive design with data from 90 sampled firms. The study recommends that pharmaceutical firms in Nairobi City County prioritize strategic sales promotions, such as discounts, coupons, and loyalty programs, tailored to local market dynamics. It also urges the adoption of focused direct marketing using consumer and healthcare professional databases for personalized outreach.