GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY

THE

IMPACT OF PUBLIC RELATION CAMPAIGN ON MARKETING IN THE TELECOMMUNICATION INDUSTRY IN UGANDA

(A CASE STUDY ON WARID TELECOM UGANDA LTD)

BY KHATUNDI FLORENCE Reg no.

A RESEARCH PROPOSAL SUBMITTED TO THE DEPARTMENT OF BUSINESS STUDIES, FACULTY OF MANAGEMENT IN THE PARTIAL FULFILLMENT OF BACHELORS DEGREE IN BUSINESS ADMINISTRATION GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY MAKERERE

FEB 2 !"DECLARATION I Khatundi Florence declare that this is my original work and has never been submitted in any institution for the award of certificate, diploma or degree I hereby present the proposal in partial fulfillment of the requirement for the award of a Degree in Business Administration

!igned" ############# K#$%&n'( F)o*en+e

Date" ##############

APPRO,AL
I $ertify that this dissertation % phrase certifies the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration &'(BA' I)!*I*+*, (F I)F(-.A*I() *,$/)('(&0

!upervisor1s signature" ######### M*.

Date" #########

DEDICATION
I would like to dedicate this work to my dear parents, for giving me their emotional, material and financial support all the time .y brother !tephen, my sisters2 -oselyn, 3udy and 4urity for being there for me It is through their support that this research is a success

ACKNOWLEDGEMENT
I would like to give thanks to our heavenly father for giving me wisdom and health during my course of study *he completion of this research could not have been a success without the consulted efforts of many people of whom I feel greatly indebted to in gratitude I also like to acknowledge the contribution of my lovely parents, my lecturers at GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY , my friends, and my supervisor, .r may Almighty &od reward them abundantly I am indebted to all my lecturers who has seen me through this course and to all my teachers throughout my school life for their precious knowledge It is difficult to thank all and sundry who contributed to this book by names, all of you who contributed in whichever way2 I give my earnest appreciation *o all I say 51*/A)K 0(+11

TABLE OF CONTENTS
PRELIMINARY PAGES

LIST OF TABLES

LIST OF FIGURES

CHAPTER ONE
!. In%*o'&+%(on According to an article by *itus Kaloki, posted on the internet, mobile telephony industry now accounts for 67 of mobile phone subscribers in sub8!aharan Africa Kenya had 96 : million mobile phone subscribers by end of 3une ;<<=, translating to :> 67 penetration *he International *elecommunications +nion ?I*+@ report says +ganda is also among number high number of subscribers, after Kenya, )igeria and !outh Africa that respectively account for ;A7 and 9=7 of mobile cellular subscriptions in sub8!aharan Africa According to another report by 4yramid -esearch, mobile penetration in +ganda telecom market will grow by =>7 over the neBt five years CKenya shows impressive growth rates with significant opportunity,C notes Diarchal .c/enry, analyst at 4yramid -esearch and author of the report CBy the end of ;<<D, Kenya had more than 9> million mobile subscribers, with a mobile penetration rate of E=7 *he subscriber base is eBpected to rise to ;= ;D million, or AA 6 penetrations, by year8end ;<9E C *his has resulted to mobile telecommunications industries like Farid telecom to

develop 4- campaigns as well as marketing strategies in order develop a competitive advantage over its rivals ,ffective public relations require a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organiGation Fhile a specific public relations proHect or campaign may be undertaken proactively or reactively ?to manage some sort of image crisis@, the first basic step in either case involves analysis and research to identify all the relevant factors of the situation In this first step, the organiGation gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organiGation In the second step, the organiGation establishes an overall policy with respect to the campaign *his involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate It is necessary to establish such policy

guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign In step three, the organiGation outlines its strategies and tactics +sing its knowledge of the target audiences and its own established policies, the organiGation develops specific programs to achieve the desired obHectives Finally, step four involves actual communication with the targeted public *he organiGation then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience In step five the organiGation receives feedback from its public and assesses the program and makes any necessary adHustments !.! P&*-o.e o/ %#e S%&'0 1. *o discover the impact of 4- campaigns on marketing 2. *o understand and the challenges facing the telecommunications industry 3. *o refine our current understanding of 4- campaigns and marketing 4. *o provide a new interpretation of the information provided in the questionnaire 5. *o understand what makes a successful 4- campaign strategy !.2 O12e+%(3e. o/ %#e .%&'0 9 *o interview Farid *elecom employees ; *o have E< respondents fill questionnaires within one month E *o know the 7 of Farid telecom customers who were attracted by their marketing strategy : *o analyGe how Farid *elecom marketing strategy has been in the last two years and its impact !.4 S(gn(/(+$n+e o/ %#e .%&'0 *he study will broaden our understanding on the area of public relations especially in the telecommunication industry and its impact on the some In addition this study will enrich what the other scholars have said in the past on the same topic therefore adding to the reservoir of the knowledge important details that will be of great help in the future

.ore so the study could guide other companies that would like to employ public relations %marketing a tool to enhance their operations as well as attract more clients%customers

CHAPTER TWO LITERATURE RE,IEW

2. In%*o'&+%(on .arketing and public relations are really two very distinct management functions, each ultimately having a significant effect on the organiGation as a whole ItIs an all8too common mistake in todayIs business environment, and an easy one to make Both are very similar in structure" they work to identify audiences, segment those audiences and set obHectives *he purpose of public relations is not, however, to promote goods or services to increase sales, as marketing does *his isnIt to say that public relations and marketing donIt work together In fact, to achieve organiGational goals, organiGations should make use of both functions ,ach makes its own special, but complimentary, contributions to building and maintaining the relationships necessary for an organiGation to thrive .arketing always aims at an eBchange, usually one that involves money It is the management function that identifies needs and wants ?consumer demand@, offers products and services to satisfy those demands and causes some kind of transaction that delivers those products and services in eBchange for something of value ItIs the eBchange between two parties bit that distinguishes this function from 44ublic relations may, and should, assist in this process, but does so in a different way ,ffective 4- assists the overall marketing effort by maintaining relationships through gauging awareness, attitude, mitigating crises, controlling damage, enhancing opinions or through other specific obHectives not directly linked to sales (rganiGationally, marketing is usually a line management function, the first level of management, with supervisory or team responsibility for individuals and tasks 'ine management operates in real8time and works closely with the workforce to contribute to the goals of the organiGation functions 4ublic -elations, on the other hand, is a staff management function and one that provides counsel and other services to support line

In the end, itIs easiest to say that while marketing focuses on eBchange relationships with one public ?customers@, public relations covers a broad range of relationships and goals with numerous audiences, such as employees, investors, governments and special interest group 4ublic relations are considered the fifth CpC of the marketing miB *he first four CpC s are product, price, place, and promotion, and each of these really make a huge difference in whether or not your marketing plan works !o, the fifth CpC stands for perception If a company has a good image, it is easier to sell their product, and it is through your public relations that their image is created 4ublic relations are in affect, a portion of marketing A company uses 4- techniques to enhance their image, and in doing so shape positive customer perception so that they gain and keep loyal customers because of emotional and moral reasons, not practicality A company can sponsor charitable event as that is well publiciGed in the community In the case of !afaricom they sponsor marathons, football tournaments, road shows, subsidiGed call rates and other special priGes to their customers All these are publiciGed this in the media as part of the marketing campaign It is through a good and positive company image that your marketing can be effective Fithout good 4- you would not have good marketing 4ublic relations campaigns include provisions for publicity 4ublicity is the spreading of information to gain public awareness for a product, person, service, cause or organiGation, and can be seen as a result of effective public relations planning .ore recently in public relations, professionals are using technology as their main tool to get their messages to target audiences Fith the creation of social networks like Facebook, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences .ethods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups *actics are the ways to attract target

audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology Another emerging theme is the application of psychological theories 2.! S%e-. o/ $ .&++e../&) PR +$5-$(gn &ood 4- campaigns have impact, make sense and have an overall sense of simplicity But nothing simple or elegant is ever really easy *here are siB that form a creative process to both clients and staff supports the development of approaches that are on8 target with impact 2.!.! F$+% /(n'(ng A review of the organiGation1s situation and goals is the first step in the campaign development process *ypically, this will start with a meeting between the in8house or agency staff and the company1s administrative team *his will provide valuable information8 situation, conflict issues, goals, audiences, product benefits and%or propositions, competition, budget, deadline and so forth8 but will likely be strongly influenced by an internal perspective Additional research8 formal or informal, primary or secondary, quantitative or qualitative8 is wise to consider at this point &ood creative is strategic, so making sure one has the consumer1s view of the situation will pay dividends 2.!.2 M$n'$%o*(e. .andatory elements of a campaign are typically part of campaign development It is helpful to have these up front in case any issues impact the overall direction of the campaign .andatories include elements that must be included in the final product such as" Follow corporate graphic standards2 For a co8op advertising, include !nodgrass Industries1 name and%or logo2 In radio, use client1s brand name at least E times2 Follow usage guidelines for any third8party endorsements or awards2 *heme must be transferable to doGens of specialty items that the $,( loves2 Be congruent with company slogan JFe $areK

2.!.4 C*e$%(3e B*(e/ *he creative brief is a structured document that spells out the situation, strategy, mandatory requirements, and other items from the fact8finding section above It is a tool used by the creative team as they go into the synthesis process, but can also be used the starting point for a description of the creative direction of the campaign once the following steps are complete 2.!." S0n%#e.(. *his step involves a creative team, which most often includes a small tight8knit group includes people with these types of skills" a creative director , a strategist, a designer and%or visual thinker, a copywriter and%or word thinker and an account eBecutive or staff close to the client ?but )(* the client@ *his team is a small group with good brainstorming skills, developed from years of creative thinking *hey will generally do a fair amount of what my father called $ogitating before the magic occurs *he creative team generates ideas that synthesiGe elements such as" Key points from the situation, an understanding of the consumer1s mind *hey try to understand what is realistic within the customer1s set of goals *hey develop Insights into the benefits and unique selling proposition of the product or service and cultural references that would resonate with the audience *hey also develop a sense of JtoneK L formal or informal, funny or emotional, and so forth *hey design ideas about what will break through the clutter Knowledge of good communication theory and strategy, including use of direct and circuitous paths, the shape, siGe, colors, and communication tools and likely a secret agency sauce 2.!.".! T#e B(g I'e$ *he result of the synthesis is a refined idea that defines the campaign1s direction It is Jthe big ideaK or the philosophy that drives the campaign and ties it together It likely isn1t the campaign JthemeK itself, but it is succinct

2.2 I5-)e5en%$%(on *he big idea must be used to persuade, to communicate a message through the clutter, or otherwise use communication as a vehicle of change *he creative process gives way to approval and implementation, including" the client presentation, approvals, copywriting M design implementation, testing, tweaks, final reviews and placement, production or eBecution 2.4 A--)0(ng %#e S(6 S%e-. /o* I5-*o3e' Re.&)%. +nderstanding that developing a campaign is a process, can help facilitate better creative results *hey can help to structure eBpectations for clients and prepare a marketing or public relations staff 2." S&++e../&) 5$*7e%(ng .%*$%eg0 *here are, however, five main keys to developing successful marketing strategies ,very successful entrepreneur uses these steps to develop of a successful marketing strategy" 9@ !trengths 8 A successful marketing strategy always considers the various strengths that a company has *hese strengths should be present within the company and the company should be able to use it in order to achieve the desired goal It is clear that every company has strengths which it could use to gain advantages over the competition *hese strengths could range from having more resources to having more eBperience *he strategy must utiliGe the strengths to the maBimum ,very effort eBpended should be directed towards the achievement of the goal ;@ Feaknesses 8 3ust as every company has strengths, every company also has its weaknesses A successful marketing strategy needs to take these weaknesses into account and help people overcome them A successful marketing strategy should be realistic regarding its weaknesses in order to truly be effective !uccessful marketing strategies have often turned potential weaknesses into strengths Anything is possible with the right manipulation of a companyIs strength By taking account of the potential weaknesses, a company will be able to find ways of coping for

those weaknesses *hey could actually remedy those weaknesses and make sure that they will not be the downfall of the company E@ (pportunities 8 !uccessful marketing strategies have always taken advantage of every available opportunity for advancement By taking account of eBisting opportunities, a company will be looking at the various stepping stones that it can use in order to achieve success Narious opportunities are always available in a market /owever, these opportunities are often shrouded and need a keen eye and a good sense to take advantage of them In taking advantage of opportunities, however, the company must not lose sight of the main goal through which it can measure success :@ *hreats 8 !ince the market contains opportunities for the company, it should also be mentioned that it does contain threats 4eople should be aware of any potential even that could bring a company to its knees !uccessful marketing strategies have always included methods of riding out these threats and adapting to them in such a way that they will endure them *he most successful marketing strategies, in fact, have actually been able to turn these threats into opportunities >@ Implementation 8 A marketing strategy needs to be implemented in order to be successful *his is the final test of how successful a marketing strategy Fithout this final test, the marketing strategy is Hust a marketing strategy !uccess is determined by the use, not by the design 2.8 C#$))enge. (n %#e %e)e+o5 (n'&.%*0 *he challenges faced by the makers of telecommunications policy in Kenya are eBceptionally demanding *o meet of economic needs, it will be necessary to eBpand the network, enhance service quality and features, and upgrade operational efficiency and prod activity Kenya has a rapidly eBpanding economy, but also has one of the worldIs highest population growth rates88by the year ;<<< its population is eBpected to reach ED million KenyaIs government has responded to these challenges with a market8oriented economic policy, which emphasiGes openness to the world economy and eBport8led

growth *his policy necessitates a more universal and reliable telecommunications network than would be needed had Kenya attempted a predominantly inward8looking, centrally8directed economic strategy similar to those attempted by some other African countries Kenyan case of wide interest and significance for those concerned with development strategy *he economic role of the telecommunications sector in Kenya has been the subHect of significant economic and business research Based on that research and on a series of field interviews carried out in 3une 9==9, we have drawn several conclusions" ,Bpanding the scope and enhancing the quality of the telecommunications services offered to rural and urban businesses yields economic benefits far in eBcess of the costs incurred

2.9 De/(n(%(on. o/ %e*5. *erms will%shall be defined according to their conteBt *hese terms include2 ($) De/(n(%(on o/ 5o1()e %e)e+o55&n(+$%(on It is Broadband digital wireless transmission of data, voice, video, and multimedia Based on &!. communication standards, +.*! works at ; megabits per second ?.bps@ and higher speeds over packet8switched networks ?used by internet and other digital networks@ to provide continuous connection with the internet even while moving about or roaming In contrast, other wireless systems work over circuit8switched networks and are therefore dependent upon circuit availability (1) P&1)(+ *e)$%(on. It is the practice of managing communication between an organiGation and its publics 4ublic relations provides an organiGation or individual eBposure to their audiences using topics of public interest and news items that provide a third8party endorsement and do not direct payment

(+) M$*7e%(ng .arketing is the process of performing market research, selling products and%or services to customers and promoting them via advertising to further enhance sales It generates the strategy that underlies sales techniques, business communication, and business developments It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves

CHAPTER THREE METHODOLOGY

4. In%*o'&+%(on *his chapter provides the description of the data collection methods, research design, sampling design, study population study variables, , sources of data administration of instruments, data processing and presentation, data analysis and limitations of the study 4.! D$%$ +o))e+%(on 5e%#o'. 4.!.! In%e*3(e:. *he study will seek to interview some key persons for eBample the staff working with !afaricom and other persons that would be necessary to interview 4.!.2 ;&e.%(onn$(*e. Ouestionnaires will be formulated and distributed to the general public as a way of gathering as much data as possible It will contain a set of questions, well though out that will guide in data collection *hese questionnaires shall be both closed and open *he questionnaire shall follow each other systematically *he respondent will be eBpected to answer the questions asked obHectively

4.!.2.! A..&5-%(on. *he most obvious is that the sample represents the staff of !afaricom $ompany *he methods used to conduct the research have validity and are measuring the desired constructs *hose respondents will answer a survey truthfully 4.!.2.2 S+o-e $n' )(5(%$%(on. o/ %#e .%&'0 9 Accessibility of the respondents ; *he scope of the study can be comfortably covered E $ompetence in data collection, analysis and interpretation

4.!.4 Gene*$) O1.e*3$%(on In the course of the study observations will be as method of gathering data *his will form an important basis of data collection, the research will seek to observe important aspects that !afaricom has utiliGed in the area of public relations% marketing to improve their services, what to be observed, response of people to adverts and how people feel about the marketing strategy employed by !afaricom among others 4.2 Re.e$*+# De.(gn *he research shall take the format of the normal scholarly research that has been recommended It shall employ all the methods, and styles that a research is supposed to have in order to gather as much information as possible T$*ge% -eo-)e *he study will target all groups of people2 ,mployed and unemployed .arried and single .ale and female From all the regions of Kenya 'earned and not learned

4.4 S$5-)e De.(gn

!ample will be taken randomly from all the regions of Kenya *his will ensure that are able to gather as accurate information as possible *he sample will comprise of at least ;<< people from every province of Kenya 4.4.! S$5-)(ng -*o+e'&*e !ampling will be done systematically in different regions of Kenya but for fair representation of every region some regions that have more people will have a bigger sample representation Among the sampling methods that will be used include2 -andom sampling !ystematic sampling 4." S%&'0 ,$*($1)e. *he variables under the study were categoriGed as independent and dependent variables 4.".! In'e-en'en% ,$*($1)e. *hese include those variables that are not affected by many emerging factors, those independent variable includes2 the employers of !afaricom and different regions to be sampled 4.".2 De-en'en% ,$*($1)e. *hese are variables that could be affected %interfered with by emerging factors%issues, they include the population to be sampled and the time of research% duration research will take

CHAPTER FOUR PRESENTATION OF FINDINGS

". De5og*$-#(+ +#$*$+%e*(.%(+. o/ *e.-on'en+e &raphic representation showing the demographic characteristics by departments

>< :< E< ;< 9< < *op C$%ego*0 o/ *e.-on'en%. KEY Female .ale F(g&*e < S#o:(ng 'e5og*$-#(+ +#$*$+%e*(.%(+. $n' gen'e* So&*+e< 4rimary data" employees of Safaricom .iddle .arketing%4-

".! De5og*$-#(+ +#$*$+%e*(.%(+. o/ *e.-on'en%. T$1)e < S#o:(ng 'e5og*$-#(+ +#$*$+%e*(.%(+. 10 e'&+$%(on )e3e). C$%ego*0 Diploma Degree 4ost graduate 4rofessional .arketing or 4- related studies To%$) No. o/ *e.-on'en%. > E< 9< > 8 F*e=&en+0 > E< 9< > 8 Pe*+en%$ge 9<7 A<7 ;<7 9<7 ! >

F(g&*e < P(e +#$*% .#o:(ng 'e5og*$-#(+ +#$*$+%e*(.%(+. 10 e'&+$%(on )e3e).

degree diploma professional post graduate

So&*+e? 4rimary data" Employees of Safaricom *he table and pie chart above shows that 9<7 of the respondents are diploma holders, degree holders are represented by A<7 being the maHority of the respondents 4ost graduates were ;<7 and those with professional qualifications were 9<7 *his shows that !afaricom has skilled and competent employees who can manage who can manage 4- and marketing issues

".2 Re.-on.e *$%e F(g&*e < S#o:(ng *e.-on.e *$%e A graph showing response rate

9<< D< Pe*+en%$ge A< :< ;< < *op .anagement C$%ego*0 o/ *e.-on'en%. middle accounts and finance (>)

So&*+e? 4rimary data" Employees Safaricom As noted that the researcher administered >< questionnaires and the completed ones are ;> which was a response of ><7 /owever it is observed that most responses came from the 4- and marketing departments at least <7 from top management *his gave a response which is favorable enough given the sample siGe

".4 Re.e$*+# =&e.%(on 2. *he respondents were asked why the public relation department is important in your company *he responses were summariGed as shown in the table ; "." Re.e$*+# ;&e.%(on 4. W#0 %#e -&1)(+ *e)$%(on 'e-$*%5en% (. (5-o*%$n% (n 0o&* +o5-$n0@ T$1)e < S#o:(ng %#e P&1)(+ Re)$%(on 'e-$*%5en% No. o/ *e.-on'en%. ;< ;> > 8 F*e=&en+0 ;< ;> > 8 Pe*+en%$ge (>) :<7 ><7 9<7 ! >

!taff .anagers )on of the above To%$)

So&*+e? 4rimary data" Employees of Safaricom *he figure above shows that the company believes in the importance of the 4department because it is the backbone of an organiGation and if managed poorly would lead to clot hence failure of the organiGation ".8 Re.e$*+# ;&e.%(on ". Do you think customer base has increased as a result of 4- campaigns that your company conductsP T$1)e < S#o:(ng %#e *e.-on.e o/ +&.%o5e*. No. o/ *e.-on'en%. E< 9; the D 8 F*e=&en+0 E< 9; D 8 Pe*+en%$ge (>) A<7 ;:7 9A7 ! >

0es )o )one above To%$)

of

From the above table it is noted that JyesK had the highest number of respondents with a A<7 *his is because of the nature of the business which involves dissemination of messages in order to attract more subscribers ".9 Re.e$*+# =&e.%(on 8. Do you think the goodwill generated in your community proHect across the country increases market capitaliGation *he goodwill generated by !afaricom community proHects has increased market capitaliGation because this has enhanced the relationship with the consumers are efficient ".A Re.e$*+# =&e.%(on 9. Do you receive any feedback from your customers as a result of your marketing strategiesP of 6<7 who responded >>7 said JyesK, 9<7 said J)oK while >7 were not sure *his indicated that the organiGation receives response from their customers

".B Re.e$*+# =&e.%(on A. Fhat are the challenges you face in the telecommunication industry (ut of =>7 of respondents ><7 had the following answer *o remain a market leader through enhancing quality services :>7 of the respondents said management staff said that currently there is stiff competition especially from Airtel, (range and 0u which have introduced very low call rates across all networks

CHAPTER FI,E

DISCUSSION, SUMMARY, CONCLUSION AND RECOMMENDATIONS

!afaricom 'td was formed in 9==6 as a fully owned subsidiary of *elkom Kenya In .ay

;<<<, Nodafone group 4lc of the +nited Kingdom, the worldIs largest telecommunication company, acquired a :<7 stake and management responsibility for the company As of 3anuary ;<9<, !afaricom boasts a subscriber base of approBimately 9; million, most of who are in the maHor cities 8 )airobi, .ombasa, Kisumu and )akuru Its headquarters is located in !afaricom /ouse, Faiyaki Fay in Festlands, )airobi It has other offices in the city center in IM. building, Kenyatta Avenue, on Kimathi !treet and at !hankardass /ouse 8 neBt to Kenya $inema .oi Avenue Its main rival is Airtel Kenya (ther rivals include ,ssarIs YU and O*$nge W(*e)e.. !afaricom has charitable functions where it helps the less fortunate in the society mostly through the !afaricom Foundation

REFERENCE
1. .ichael *yler, 3anice /ughes, and /elena -enfrew , Kenya" Facing *he $hallenges (f An (pen ,conomy *elecommunications In

2.

Article !ource" http"%%,GineArticles com%PeBpertQDanielleRFalker ;<<:, .arketing Forks, Inc s

$opyright S

3. 4.
5.

BusinessKnowledge!ource com $opyright S ;<<E8;<9< 3ohnson Farren Allan S ;<<= +nsolicited .arketing Advice .arketing Forks, Inc $opyright S ;<<:, !mith Daegan ,*he Keys *o Developing !uccessful .arketing !trategies http"%%www safaricom co ke http"%%www businessdictionary com%definition%universal8mobile8telecommunications8 system8+.*!

6. 7. 8.

LETTER OF INTRODUCTION

*o Fhom It .ay $oncern" Dear !ir %.adam, RE< RE;UEST FOR RESEARCH DATA I *eresia )Henga, a mass communication student at Kampala +niversity, in partial

fulfillment of the requirements of the award degree, is conducting a study on the topic J The Impact of Public Relations Campaign on Marketing in the Telecommunication IndustryC Foe the purpose of enhancing my research work, I wish to collect data using this questionnaire 0our cooperation will be highly appreciated *his information is purely for the purpose of my research work and will be treated with utmost confidentiality *hanking you in advance

;UESTIONNAIRE
*he questionnaire )ame" ######## $ontact###### Address" ####### Age" ###### !eB" ##### .arital status######

4osition%*itle in the company####################### 1. &ive two reasons why the public relation department is important in your company ?a@################################# ?b@################################# 2. Fhat are the impacts of 4- campaigns in your organiGationP #################################### #################################### #################################### #################################### 3. Briefly describe how your company conducts your 4- campaigns #################################### #################################### #################################### #################################### 4. Do you think customer base has increased as a result of 4- campaigns that your company conducts If yes state how #################################### ####################################

####################################If no give reasons #################################### #################################### #################################### 5. Do you think the goodwill generated in your community proHect across the country increases market capitaliGationP #################################### #################################### #################################### 6. /ow do you combine 4- campaigns and marketing in your companyP #################################### #################################### #################################### 7. /ow do you ensure that your 4- campaigns will effectively generate customer responseP #################################### #################################### #################################### 8. Do you receive any feedback from your customers as a result of your marketing strategiesP

0es If yes how do you respondP

)o

#################################### #################################### ####################################

9. Fhat are the challenges you face in the telecommunication industryP #################################### #################################### #################################### 10. Fhat are your future plans as a company as far as 4- and .arketing is concernedP #################################### #################################### #################################### 11. Fhat is your assessment on the telecommunication industry in KenyaP ################################### #################################### #################################### Thank you for your positive response.