The effect of promotional strategies on competitive advantage: A study on disposable baby diapers distributors in Nairobi Kenya

Abstract

The purpose of this study is to determine the effect of promotional strategies on competitive advantage of baby diapers distributors in Nairobi. A descriptive research design was used to establish the effect of promotional strategies on competitive advantage of baby diapers distributors in Nairobi. The target population was 21 diapers distributors in Nairobi. Given the relatively small number, a census sampling was conducted. Primary data was collected by means of semi structured questionnaire. Descriptive statistics such as mean scores, standard deviation and frequency was used to analyze the data. The findings revealed that majority of the respondents were of the opinion that radio advertising affect the competitiveness of distributors moderately. Local radio attracts an audience that wants to keep up with local news, events and personalities. The study agreed that billboard advertising affect the competitiveness of baby diapers distributors because billboard advertising grabs the attention of potential customers like no other form of advertising can. Creative, colorful, and eye catching advertisements have more impact on brand awareness and strong name recognition. The results also indicated that respondents strongly agree that personal selling affects diapers distributor’s competitiveness. The study revealed that majority of baby diapers distributors strongly agree that sales promotion affects distributor’s competitiveness. Promotional strategies have a negative impact on distributor’s competitive advantage especially where product delivery is poor, poor product quality, mismanagement and poor handling of customer complains. The study also found a positive impact on TV advertisement, radio, billboard, sales promotion and personal selling since they increase value to the basic products of distributors. The level of product quality rendered to the public by some distributors does not represent value for money paid due to poor materials. Furthermore, most distributors have poor customer relationship and poor communication skills. This study found that baby diapers distributors should incorporate social media as promotional strategy towards achieving the overall competitive advantage. It was therefore recommended that there should be a policy that baby diapers advertise through the social media. The respondents approached were reluctant in giving information fearing the confidentiality and sensitivity of the study. This was as a major limitation since many respondents had high level of suspicions and lack of trust where they thought the study aimed to use the findings against their job undertakings. Future studies should also set aside adequate time to conduct interviews and search the secondary sources of data available at the diapers distributors.