| dc.description.abstract | The purpose of the study was to examine the role of promotion on the performance of
telecommunication companies taking UTL as a case study, it was guided by the following
specific objectives; to identify the types of promotions used by a company, to find out the
elements of promotion mix used in a company, to examine the impact of promotions on the
performance of a company and to examine the most effective promotion strategies that a
company can use when carrying out promotion. The study was a cross- sectional, descriptive
quantitative survey. A total of 176 respondents including 10 key informants, 20 customers and
140 employees participated in the study. Data was obtained using questionnaires and structured
interview guides. Data was analyzed using descriptive quantitative methods and qualitative
thematic analysis.
The findings revealed that the telecommunications industry in Uganda is very competitive and
in order to survive companies in the industry need to costly use promotion strategies that can
attract new customers and retain old ones in a cost effective way. This requires constant
research on the needs of customers and services that satisfy these needs. This implies that the
research and promotion budgets of telecom companies need to be large enough to fulfill these
needs. Given the fact that telecom companies have to fight to retain older customers as well as
acquire new ones in order to grow, they need to consider client needs, new and cheaper
technologies that do not harm the environment. The company solely relies on promotions for its
growth. Promotions are significant in acquiring new customers, retaining those new customers
and improve the image of the company in the eyes of customers. Respondents also revealed that
customers are the key to the survival of their business and promotions increase customers by
attracting new clients, enables the company to retain older customers, increasing prospective
customers’ knowledge of company products and services and improving company image so as
to keep old and attract new customers. The company needs to use promotions strategies that
appeal to specific groups of customers as well as those that accurately represent the quality of
services offered. The pull promotions strategy has proved more effective because it creates
demand for the product in the market. This strategy also involves high spending on advertising
and consumer promotion to build up consumer demand for a product. This strategy mainly uses
three specific modes of giving free samples of services, bonus packs and advertising for social
causes are the most.
The researcher recommends that given the volatile telecommunications market, companies in
the industry need to constantly change their promotions strategies in order to keep old and
attract new customers. This implies that they need to have big budgets for promotions.
Telecommunication companies also need to have an accurate understanding of the needs of their
customers if they are to attract new ones. This needs very efficient marketing research
departments. Customers in Uganda are becoming more aware of global environment concerns
and are increasingly demanding products that are produced in an efficient way without
damaging the environment. Telecom companies need to provide such services if they are to
keep their clients happy and satisfied with the products. Market research on customers’ needs
and motivations is going to remain very crucial for telecommunication companies that need to
remain in business thus there is need to strengthen these departments and increase their funding. | en_US |
