Social Marketing in an Era of Increased Competition:a Case of the Non Profit Health Care Providers in Kenya

Abstract

The findings have brought out several pertinent issues. The organizations dealing with social marketing have to use marketing strategies just like the

profit making organizations. It was found out from the survey that the non-profit health providers are facing competition within themselves and other organizations dealing with the same products and services. In the findings, 72.7% of the organizations stated that the existence of competition does not affect turnover. This means that competition is not so much a challenge. All the firms surveyed engage in marketing especially in form of print advertising, electronic advertising, outdoor advertising, sales promotion, public relations, personal selling and other marketing practices. The respondents indicated that they try to cope with the competition by using marketing strategies to reach more targets markets. Such strategies include; strategic identification of distribution channels, creation of awareness through promotion of products, branding of products and personal selling. To retain target markets customer loyalty they engage in superior customer care. The challenges these organizations face are that there is a need to offer quality services while they lack resources.