The use of corporate identity media as a marketing Tool among fast moving consumer goods Manufacturers in Kenya

Abstract

The objectives of this study was to determine the extent to which Corporate Identitymedia is used as a marketing tool by firms dealing in Fast Moving Consumer Goods in Kenya, to determine the benefits of the use of the media, and the challenges faced by the firms in using the various corporate identity media. The study targeted senior managers involved in strategy formulation. A descriptive survey was used, and the questionnaire consisted of openended, structured and semi-structured questions, which was pre-tested for clarity. The 'drop and pick later' method was used to administer the questionnaire to respondentsin Nairobi and Kisumu, while those located in other towns received the questionnairesthrough mail. This was a census study. The data was analyzed using frequency distribution, percentages, mean scores and standard deviations. The results show that the firms dealing in Fast Moving Consumer Goods use the different media available for communicating their corporate identity, to various extents. There is a bias towards the visual identity, and the use of the marketing mix variables. The firms have also benefited from the application of the media, and face several challenges, both internal and external. Opportunities for building stronger rporate identity exist in internal marketing, corporate social responsibility and media relations. Corporate communicationsis handled by diverse departments and personnel. Some limitations of the study are evident.This include the fact that it was restricted to the Fast Moving Consumer Goods industry, and the reluctance of some firms to participate in the study. Suggestions for further research include the use of the corporate identity media by firms engaged in the manufacture of goods in specific categories and image research to establish if perception of the firms by stakeholders is aligned to the identity the firms wish to portray.