Integrated Marketing Communication Strategies and Market Performance of Registered Pharmaceutical Companies in Nairobi City County, Kenya
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Date
2025-10
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Kenyatta University
Abstract
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.
Description
A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Business Administration (Marketing Option) of Kenyatta University, October 2025.
Supervisor
1. Samuel Maina