Marketing and Corporate Communication Approaches: Kenya Power Company - Essay Example

?Critical review of marketing and corporate communication approaches used by Kenya Power Company to transmit information about the company itself andits products. Business is the act of producing or manufacturing goods and services with the main aim of achieving economic gains. The issue of profit maximization is the main concern of any business entity like a company. In order to realize good profits, companies are pursuing strategies like tactical advertisement, fair competition, proper human resource management and corporate communication among others. Let us look at marketing and corporate communication approaches taken by Kenya Power Company to promote its image and to realize profit maximization. Kenya Power is a public utility company charged with the responsibility of retailing, supplying and transmitting electricity within Kenya. Marketing entails presenting, selling and advertising a product in the best way possible. The ultimate goal of the same is to build a good name and use the same to enhance improved and sustainable profits. On the other hand, corporate communication refers to a management function that controls and coordinates both internal and external communication with the core objective of maintaining a good reputation with stakeholders and all those the organization depends on (Cornelisen 2010, p.4.). From the definition, it is clear that marketing is closely related to corporate communications and are both meant to create and sustain a good image of an organization. The paper will critically review the marketing and corporate communication approaches that are used by the Kenya Power. To critically review is to carefully examine, express and explain disapprovals of something with the view of changing it if necessary. According to Cornelisen (2010, p.7), one of the approaches of corporate communications is the enhancement of corporate identity. Corporate identity is often coined in the mission and vision statements of an organization. The former means the expected values, and the core reasons for the existence of an organization, while the later denote the desires of an organization or what an organization is striving to achieve in future. Let us look at the mission of the Kenya Power, “Powering people to better lives” A mission means the reasons for existence of the company and these reasons should be in line with the expectations of the stakeholders. This mission is designed to please the customers who are the consumers of the precious commodity, energy, from the Kenya power. This is a very good mission on papers but the question is, do the customers really have better lives, the answer is no since the Kenyan population still witness numerous power interruptions, electric faults causing fire outbreaks, and high prices that keep on escalating. This phenomenon is detrimental to the economic growth of the country and the company. The Kenya Power should have a mission that they live up to. The vision of this company is, “to provide a world class power that delights our customers.” This is a good desire but a lot still needs to be done to realize this vision and in so doing, customer satisfaction and quality service should be the core concern. Claywood ( 1997, p.8) states that “it is far less costly to keep a customer than to find a new one.” To find a new customer, an organization has to invest enormously in advertisement as an approach in marketing. Advertisement involves relaying persuasive information with the aim of luring customers to use a product. Advertisement is very critical in the expansion, sustainability and fair competition of any company. It involves the use of media outlets like television, radio, print media and billboards among others. To be able to compete fairly with other businesses, good strategies and far reaching advertisement is core. Kenya Power is a public utility company that enjoys monopoly of transmitting and distributing electricity in Kenya. This is why it has not been very aggressive in advertisement, for example, a serious issue like power interruptions are advertized on the daily nation or standard newspapers which are the leading newspapers in Kenya. This is not a very good approach since many people in Kenya do not have access to the newspapers due to the high costs of living and illiteracy. During the interruptions, many companies suffer great losses of business, and this is detrimental to economic growth. I believe this company that is enjoying the Kenyan market without competition has the capacity to advertise the power interruptions in radio stations including vernacular ones besides the newspapers to boost adequate circulation of this important information. Brand positioning and management is also another vital marketing approach (Cornelisen 2010, p.30). The Kenya power went through rebranding last year. It used to be called Kenya Power and Lighting Company but the public found it easier to call it Kenya power, and this necessitated the change of its name. The rebranding came along with the changing of its logo to one that its public relations team deemed to be the best and more appealing. This is a good strategy since it aims at establishing a pleasing identity to the public. However, there are those who were used to the previous logo and without proper sensitization they may not be acquainted with the new one. Some even say that it is confusing and are wondering why the aspect of lighting has been omitted. Does it mean it has been abandoned? More work still need to be done to find out what is desired by the public. Rebranding is beneficial, but what is more important is provision of quality and affordable services. Corporate social responsibility is a vital tool that can be used to promote the image of an organization Claywood (1997, p.18) concurs with this statement, and observes that companies should participate in philanthropic activities as well as embrace corporate social responsibility. This function goes a long way in promoting the image of an organization because it gives the public an opportunity to identify with the organization. Kenya power is a company that buys power from other companies in Kenya, especially Kengen Company, and then supplies the same. The electricity that is purchased is generated within localities where people stay; meaning Kenya power does not exist in a vacuum and must participate in the amelioration of the lives of Kenyans. This may include building of schools, sponsoring students, supporting health facilities among others. The company has not done so well in the same although it is in a position to establish a foundation to address issues of corporate social responsibility. Note that without the Kenyan population, who are the customers of Kenya Power, it cannot survive. This calls for the company to do more in the area of giving back to the society and the same should be focused on the less privileged. In the contemporary society, there are myriad of environmental problems for example global warming, rise in sea water levels and climate change. All these are caused by human activities like smokes from factories and other combustion engines together with destruction of vegetation cover. Claywood (1997, p.24) says that real or perceived environmental problems can be costly and therefore as a matter of betterment of public image, companies should take the issue of environmental conservation seriously. Kenya power is not exempted when in issues of the environment. This is because for a long time it has been using wooden poles to connect transmission lines all over the country. This is very detrimental to the environment since trees are destroyed in the process. The destruction of trees cause reduced rainfalls which in turn lead to low water levels in Kenyan dams, and ultimately power shortage and rationing. This problem can be solved if Kenya power and other companies put more efforts on environmental conservation. Thanks to the new technique of concrete stands that are currently used by the Kenya power. Though it has been done only in a small percentage, it will help in ensuring environmental conservation. In order to promote its image the company should engage more in environmental conservation programs. Environmental concern is a key issue in the modern society and any organization that desires to prosper must embrace it. Another area of corporate communication is internal communications that deals with the satisfaction of employees among other functions. According to Claywood (1997, p.12), labor communication is core to the success of any organization, when there is a dispute between the management and the employees; it has to be handled amicably and speedily in order to avert tarnishing the image of the organization. Last year, 2011, the Kenya power employees planned to go on strike complaining of low pay and poor working conditions. Their union was demonized and the employees threatened that practicing in that planned strike meant no job for them. This is a clear manifestation of the thoughts of Karl Marx that the affluent will always exploit the proletariats by use of threats and intimidation to prevent a revolution. This was not a good internal corporate communication strategy since it tainted the image of the company. Kenya power advocates for attractive remunerations and good working environment for its employees. Therefore, when its employees complain of issues affecting them, they should be dealt with professionally other than resorting to rudimental ways, like threats and intimidations that only serve to ruin the image of the company. There are many approaches of marketing and corporate communications, but the paper has only discussed a few in regards to Kenya Power Company. It is not that the company has done nothing in the field of marketing and corporate communications, but the paper has just poked holes on what has not been done to give room for improvement. More still need to be done by this company in order to make and retain a good image. A good name is wealth and it can be developed and sustained through good marketing and corporate communication strategies like taking into account environmental issues, internal communication, advertisement and branding. Profit maximization is the main aim of any business entity and Kenya Power and other companies must embrace good marketing and communication approaches in order to remain relevant and profitable. References Claywood Clarke L, 1997, The Organizations’ hand book of Strategic Public Relations and Integrated Communications. McGraw Hill Professional Group; Meansbusiness Inc. Cornelissen, 2010, Corporate Communications in Contemporary Organizations .Retrieved from http://www.uk.sagepub.com/upm-data/39352_978_0_85702_243_1.pdf Kenya Power, 2012, Vision and Mission Statements. Retrieved from http//www.kplc.co.ke     Read More