NEXUS BETWEEN INTEGRATED MARKETING COMMUNICATION STRATEGIES AND MARKET PERFORMANCE OF REGISTERED PHARMACEUTICAL COMPANIES IN NAIROBI CITY COUNTY, KENYA
Abstract
The pharmaceutical firms contributed merely 4.6% of the Kenya’s exports share despite importing an average 60% of pharmaceutical products between 2017 and 2021. The pharmaceutical firms in Nairobi occupy the largest market share (78%) of the drugs manufactured, and distributed in the Country. Pharmaceutical firms in Nairobi hold the largest market share in Kenya’s drug manufacturing and distribution, growing from 68% to 82% between 2017 and 2021, with customer numbers rising from 38 million to 46 million. However, retention declined from 48 million in 2019 to 46 million in 2021 due to rising competition. This study explores how integrated marketing communication strategies; direct marketing, advertising, sales promotion, and personal selling affect their market performance. Grounded in relevant marketing and management theories and using a descriptive design with data from 90 sampled firms. The study recommends that pharmaceutical firms in Nairobi City County prioritize strategic sales promotions, such as discounts, coupons, and loyalty programs, tailored to local market dynamics. It also urges the adoption of focused direct marketing using consumer and healthcare professional databases for personalized outreach.
Key Words: Advertisement Strategy, Direct Marketing, Integrated Marketing Communications Strategies, Market Performance, Personal Selling, Sales Promotion.
CITATION: Wanjiku, J. N., & Maina, S. (2025). Nexus between integrated marketing communication strategies and market performance of registered pharmaceutical companies in Nairobi City County, Kenya. The Strategic Journal of Business & Change Management, 12 (2), 1471 – 1487. http://dx.doi.org/10.61426/sjbcm.v12i2.3285
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DOI: http://dx.doi.org/10.61426/sjbcm.v12i2.3285
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