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Pratical Marketing Communications Re-sis Assignment . (I orderd the same assigment and the writter did it incorrectly therefor
Pages 12 (3012 words)
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.
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. ...
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