The role of advertising strategies in the performance of manufacturing companies: Case study Movit products limited

Abstract

This study considered advertising as the independent variable and organizational performance as the dependent variable. The specific objectives of the study were; to find out the relationship between branding and the performance of manufacturing organizations, To find out the relationship between public relations and the performance of manufacturing organizations and to find out the relationship between corporate sponsorship and the performance of manufacturing organizations. The study used a case study research design with quantitative and qualitative research techniques using a total sample size of 87 respondents. Data was collected using self-administered questionnaires and face to face interviews. In conclusion, branding is one of the strategies used by organizations because it has a positive impact on sales, increases on organizational profitability and improves on organizational growth. Public relations are also embraced as a marketing strategy which enhances sales growth and boosts company growth. Further, the study revealed that Corporate social responsibility as a strategy used by organizations has improved profitability, growth has been, boosted and that it has also positively impacted on sales. Finally, it is recommended that the organization should make sure that quality is an essential characteristic for every brand; because the perceived quality provides a fundamental reason for the consumer to purchase. And it is also recommended that organizations should emphasize a strong brand name. A strong brand name is a winning track as customers choose a strong brand over an unknown brand. It is also recommended that an organization should train and conduct capacity building workshops educating their employees on how to promote a strong brand and the values of social responsibility in the organization