Factors affecting the performance of the marketing communication tools: a case of the selected dairy firms in Kenya

Abstract

There is much concern over the performance of the Kenya's dairy Industry particularly in the post - liberalization era where competition is facing out the weak players. Marketing communication is seen as the core activity that provides information regarding the dairying business. The success of any player in this business depends entirely on how well the marketing communication tools are employed. This study was set out to investigate the factors that affect the performance of the marketing communication tools employed by selected milk processors in Kenya. The data collection instrument was a structured questionnaire which was filled by officials handling sales and marketing activities in the selected farms studied. If was discovered that the marketing communication tools are highly utilized, though differences existed in their use due to differences in firms' sizes in terms of operations and the number of product lines. Other elements of Marketing Communication are more utilized than others. This usage is determined by the availability of funds, marketing competition, type of the product manufactured and the marketing communication tools. Performance of these marketing communication tools was found to be affected by financial constraints, improper coordination, and educational level of sales force, top management support, product quality and competition. According to findings of the study firms, should employ Marketing Professionals for effective Marketing Communication to improve the performance in the dairy industry. The government together with Kenya Dairy Board should also try to come up with recommendations and policy guidelines on marketing strategies to be used to help especially the upcoming minor players in the industry.