Practical Marketing Communication Name: Institution : Course: Tutor: Date: Table of Contents Executive summary 3 Introduction 4 Product history 4 Target market 5 Competitors 5 Celebrity endorsement 6 Advertisement 7 Point of sale promotion 8 Sales promotion 8 Packaging 9 Sponsorship 10 Social media 11 Conclusion 12 Recommendations 12 References 13 Executive summary The aim of this report is to critique the communication mix that Safaricom Kenya limited has used in marketing its M-PESA mobile money service…
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The target market for the M-PESA mobile money service ranges from business owners who can be paid their bills using the service to the Safaricom network users who spend a lot of time and money to send money to their friends and families or to pay their bills, and in Kenya, some of the closest rivals of the service are Airtel money, Yu cash and Orange money. Safaricom Kenya limited uses successful business and media personalities to endorse their product such as Jaguar and Size 8 who are some of the most celebrated media personalities in the country. The use of Jaguar, a celebrated musician in the country whose story of rags to riches identifies with most of Safaricom mobile services subscribers was well informed as the musician is seen by many young people as their role model in their quest to pull themselves out of poverty. The “Niko na Safaricom” advert that was performed by the Safaricom choir was hailed as one of the best musical adverts ever shot in the country and it became a household song soon after its release. Point of sale promotion also encouraged many people to register for the service as the registration was free and SIM cards were sold at subsidised rates. The introduction rates for the service, although they were perceived to be fair, they were relatively expensive to most of the M-PESA service users The company also uses the social media to encourage its subscribers and the subscribers of their rival companies to subscribe to the service by asking quizzes about the benefits and the products within the M-PESA service on its facebook fan page. Introduction The purpose of this report is to analyse the various communication elements that Safaricom Kenya limited has included in its communication mix to sell its M-PESA mobile money service to its subscribers. This report has highlighted the main communication techniques that the company has adopted that ranges from celebrity endorsements by popular media and business personalities in the country to advertisements. Point of sale promotions, the way the product is packaged within other services offered by the company, its advertisement strategies and how it has used the social media and especially facebook to market the M-PESA mobile money service (Kloeppinger-Todd & Sharma, 2010, p239). The report will compare the brand with other similar services that are offered by its rival companies; however, due to the large number of services that the company offers, the report will not look at the communication mix that the company has used to market its other products and services (Pike, 2008, p56). Product history Safaricom M-PESA service has been in existence in Kenya since the year 2007 when it was launched, it was launched as a mobile money transfer service that would enable its users to transfer money to other subscribers of the network. However, it was advanced to incorporate sending of money to other mobile subscriber networks such as Celtel, which is currently Bharti Airtel Kenya and Telkom Kenya. The M-PESA mobile money service entails services such as depositing and withdrawing of money, transferring of money to other users and non-users, purchasing of airtime, pay bills and transferring of money between the service and a bank account of the user in some ...
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