INTEGRATED MARKETING COMMUNICATION AND PERFORMANCE OF UNILEVER KENYA LIMITED
Nancy Mumbi Wachira - Masters of Business Administration (Marketing Option), Kenyatta University, Kenya
Dr. Peter Kiiru Kariuki - Kenyatta University, Kenya
ABSTRACT
This study aims to research on how integrated marketing communication affects the performance of Unilever Kenya Limited. In every result driven organization, achieving greater performance is foremost on the minds of both sales leaders and finance executives hence the need for an organization to properly coordinate and integrate its marketing communication programs in order to deliver a clear, consistent, credible and competitive message to the targeted and potential audience about itself and its products.IMC is a strategy in which different tools of business communication work together to maximize the impact they will have on the target audience. The general objective of this study is to establish the relationship between integrated marketing communication and the performance of Unilever Kenya Limited. The study will be undertaken to research on how the components of IMC which include advertising, direct marketing, sales promotion, public relations and personal selling affect performance of Unilever Kenya. The target population will be the 800 staff in Unilever Kenya though the study will major on the staff working at head office. Stratified random sampling will be used whose main objective will be to select a representative and non-biased sample to increase the reliability and validity of the findings. Questionnaires will be used as tools for data collection and analysis of data will be done using SPSS Version 21 software. The data will then be presented using frequency distribution tables, bar charts and pie charts for easier understanding.
