Positioning strategies adopted by the International Planned Parenthood Federation Africa Regional Office in Nairobi

Abstract

This study was conducted with the main objective of establishing the positioning strategies used by IPPFAR in Nairobi. The study considered the whole organization but only interviewed the senior management team as they are the ones that influence the organizations direction and strategy. Primary data was collected through in-depth interviews with the directors of the organization and received 97% response rate. The data was analysed using content analysis. The study revealed that although the organization did not have a policy on positioning, it has positioning strategies in place that are well articulated in the various strategy documents such as the strategic plan and in the donor commitments and call to actions the organization commits to. Several positioning strategies were identified such as pricing and quality, attribute/benefit strategy, competitive strategy, differentiation, product user and strengthening current position strategy. It was established that the organization does not deliberately set this strategies for completion but rather for a reactive and proactive response to the needs in the field of SRH and to meet their goals and objectives as an organization with a mandate. As the organization strives to position it undergoes several challenges caused by various factors. The structure of the organization is one of the major constraints when it comes to positioning as it takes a heterogeneous rather than homogenous approach. Adopting a common position is difficult as in often times it is driven by available funding and the donor priorities. Another key constraint for the organization is the need for huge resources to achieve an effective position for the organization. 11 Positioning requires a certain level of investment in order to effectively compete and be distinctive compared to its competitors. The research recommended that the organization explores how best they can still reach their target population while exploring a good cost recovery strategy; a research will be useful in informing the role of effective and competitive position and in assessing the benefits of such positioning. Another key recommendation from the study is the need for the organization to reposition the secretariat in a way that influences national governments, the policy organizations and the donor community while their affiliate associations focus on programming and service delivery. In a nutshell, it is critical that the organization puts together a positioning policy that guides how the organization is positioned. Further studies were suggested in the area of assessing the link between the positioning strategies being used and its relationship with performance. It was also suggested that a study be carried out to assess how the organization positions itself compared to other similar organizations.