IJSRP, Volume 4, Issue 5, May 2014 Edition [ISSN 2250-3153]
Margaret Oloko , Enos Bernabas Anene, Patrick Gitonga Kiara, Irene Kathambi, Japhet Mutulu
The study was done to explore and highlight the marketing strategies that Safaricom Ltd has utilized to spur its remarkable growth in terms of the market share as well as its unprecedented strong super profit within the telecommunication industry both in Kenya and the entire East Africa region. The objective of the study was to majorly identify the marketing strategies for safaricom’s growing market share and profitability. The study basically used a textual approach in collecting and analyzing data which was presented in content and thematic analysis from secondary data. The scope of the study was the Safaricom limited company. The study found various marketing mix and techniques were employed that include: auditory marketing, new product creation, animation, pricing, place, content localization, brand alliances, use of celebrities and constant promotions. The study indicates that these techniques were found to enhance the uptake of safaricom products hence, resulting to increased revenue leading to profitability.