The Effect of Branding on the Marketing Performance of Companies in the Mobile Phone Industry (Case Study of Techno Ghana, Accra) (Published)
In today’s highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business and its related marketing performance. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the performance in terms of success of the companies. The purpose of this study sets to analyse the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To identify the challenges associated with branding at Techno Ghana, identify the importance of branding in the marketing of Techno Products, determine the branding strategies adapted by Techno Ghana and ascertain the relationship between branding and the performance of Techno products in Ghana. Descriptive research design was used and data was collected from a sample size of 50 with the aid of questionnaires. Convenience sampling method was used for the selection of the respondents. Results revealed that lack of branding know-how and insufficient branding guidance for entrepreneurs are major challenges in techno Ghana. Also the results indicated that, brand impacts on the purchase decision of customers, helps customers to identify the source of products, and communicates features and benefits while developing and maintaining it branding activities through both internal and external agency. Brand extension and multiple branding are the major branding strategies used by Techno Company. Finally, the findings show that the company employs logos, jingles and packages and communicated them through TV campaigns and Events.
Decision Support Systems: Creating Value For Marketing Decisions In The Pharmaceutical Industry (Published)
Purpose: The purpose of this study is to analyze the impact of decision support systems to creating value for marketing decisions in the pharmaceutical industry. Methodology: This paper was completed with the help of an extensive literature study on decision support/business intelligence and pharmaceutical industry marketing available on the databases and websites. Primary data has been used in this paper to check the impact of information technology market performance. The SPSS software package is used to analyze the employee responses and statistical technique. Regression analysis is used to check the impact of information technology on market performance. Findings: 150 questionnaires were being given to stakeholders in different pharmaceutical companies located in Pakistan. 104 were collected back and 96 questionnaires are considered valid and used are for analysis. After analyzing the data, we find that information technology has significant impact on market performance in pharmaceutical industry. According to the stakeholders, strategic planning, organizational support, knowledge management and technological advancement have significant impact on the success of information technology for decision support. Research limitations / Implications: More research will be required on the theory presented in this thesis “Decision Support Systems: Creating Value for Marketing Decisions in the Pharmaceutical Industry”
Keywords: Business Intelligence, Decision Support Systems, Knowledge Management, Marketing Performance, Organizational support, Qualitative and quantitative study, Strategic Planning, technological innovation
PERCEPTION OF BANKS’ STAFF ON COMPETITION AND MARKETING STRATEGIES IN NORTH-EASTERN NIGERIA (Published)
The study focuses on the perceptions of banks’ staff with regards to competition in the Nigerian banking industry and the marketing strategies that the banks have employed to cope with the competition. The primary data for the study were obtained using a structured questionnaire administered on a sample of 100 staff of selected banks in Jimeta-Yola, the capital city of Adamawa state, North-eastern Nigeria. The data obtained from the questionnaire were analysed using percentages, mean, and the Pearson correlation analysis. The findings revealed that the top-5 factors influencing competition are the reputation or rating of banks, overall strategy adopted by the banks, effective deployment of ICT and associated facilities, incentives that individual banks give to their marketers and regulations/reforms by the government. Personal selling, relationship marketing and new product development were also found to be the dominant strategies employed by the bank as they significantly impact on customer and deposit attraction, new product adoption as well as marketing costs.
An Assessment of Factors Affecting Marketing Performance of Firms Led by Female Executives (Published)
The purpose of this research is to identify and assess factors that affect marketing performance in firms whose management team are being led by women. This has become important because previous writers have expressed mixed feelings about the performance of such firms. The units for the research were 148 female executives/managers from some firms in the country. In selecting respondents for this study, the purposive sampling procedure was adopted since only women managers were being targeted. Based on the body of literature developed and the field work assessment, some hypotheses were proposed which were later on tested using the Pearson Chi-squared test. For the sake of this study, marketing performance was restricted to; the ability the make good sales, the ability to retain customers and the ability to maintain discipline in the firm. The above performance indicators were measured against some identified characteristics and issues concerning women. Issues such as; age of a woman, marital status of a woman, character of a woman, means of progression to top position within the firm and mode of remuneration for women leaders. Some of the findings of this study include the fact that; Ghanaian women affect sales performance if they are extrovert in character, above the age of forty (40), married, appointed into positions in the firm from outside the organization and remunerated on commission basis. Again, the ability to maintain discipline in a firm has no association with the mode of remuneration and the marital status of the woman