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This report consists of five chapters; the introductory section, literature review section, research
methodology section, data analysis and discussion of the findings section and summary and conclusion
section.
The aim of the study was to assess effectiveness of promotions in the Tanzania telecom Industry.
Research design that has been used is a case study design. Data have been collected through observation,
questionnaires, personal interviews, telephone interviews and documents reviews. Specifically the
researcher conducted the study on the three major promotion tools i.e. sales promotions, personal selling
and advertising.
The findings have shown that for the past four years Tigo has been relying very much on consumer sales
promotions and advertising to penetrate the market. However, due to the maturity of the telecom market,
Tigo has recently changed its strategy and focusing more on providing solutions to customers. Analysis
from the findings has also shown that television and radio advertising are the main drivers for promotions
awareness and persuading customers to use products or services. In this study the researcher has
highlighted on how promotions can be more effective or ineffective to achieve company objectives.
It has been recommended that below the line events (BTL), such as Road Shows and Trade Shows,
should be accompanied with innovative consumer sales promotions for them to be effective. Also
personal selling effectiveness should be improved by providing trainings and close monitoring to sales
freelancers. Furthermore, it has been recommended that Outdoor Advertising should be deployed in
selective places (not all over the streets) with strong messages to minimize cost and maximize their
effectiveness and pricing promotions should focus on segments and not mass marketing to avoid
jeopardizing company revenues and pricing competitions. Finally, it has been recommended that
promotion campaigns should be well tested/evaluated before launching to make sure customer experience
will match expectations. |
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