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Exploring Marketing Strategy as a Catalyst for Performance in Nigerian

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Exploring Marketing Strategy as a Catalyst for

Performance in Nigerian Telecommunication Industry
1
Dr. Aremu Mukaila Ayanda, 2Lawal Azeez Tunbosun
1
Dept. of Business Administration, University of Ilorin, Ilorin, Nigeria
2
Dept. of Business Administration, Al-Hikmah University, Ilorin, Nigeria

Abstract made companies to identify consumer’s needs before going into

The problems associated with marketing strategy have assumed production of goods capable of satisfying those needs. This era of
multifarious dimensions with wide implications, especially for marketing is where various market strategies were being employed
telecommunication industry in Nigeria. This has been the growing to win the heart of consumers and maintain their loyalty to a
interest in marketing strategy in recent times that it has become particular company’s product. Producers have now focused on
an issue of global significance. This therefore calls for adoption designing various strategies that can be used in conquering a
of marketing strategies at different levels of marketing endeavour. heavily competitive market in order to have the market leadership.
The study carefully examined the relationship that exists among Hence, various marketing strategies have been used over the years
market strategies as adopted by Globacom Limited in the dynamic (Robert, 2012).
Nigerian telecommunication marketing environment. The general In Nigeria, the telecommunication sector is highly competitive and
purpose is to portray the various marketing strategies as good telecom operators attempt to appeal and win customers through
elements that helps to solve problems posed by the environment various sales promotion strategies. The Nigerian telecom industry
and which brings about survival of the businesses. For this study, is entering its maturity phase, with reducing average profit. With
both primary and secondary data sources were employed while the fierce competitive telecom operators must work hard to reduce
use of Area sampling technique was employed due to the limitation cost, win new customers and retain existing ones and increase profit
of the study to cover all the sales offices and customers of the to ensure sustainable development of their businesses. There are
company spread across the country. The hypotheses were tested four major telecommunication providers in Nigeria (MTN, GLO,
using simple percentages and regression analysis for measurement AIRTEL and ETISALAT) offering Global Systems of Mobile
of the variables. The major finding of the study revealed that (GSM) services with several mobile fixed wireless companies
marketing strategies actually related with the environment which (Multi-links, Starcomms, Visafone, Zoom-mobile etc) Code
consequently increases the growth of organizations. It was Division Multiple Access (CDMA). Nigeria telecommunication
concluded that marketing strategies are good tools to achieve industry is one of the largest in Africa with over seventy (70)
organizational mission, goals and objectives. Hence, management million GSM users and still growing with one of the highest
must make timely and effective planning and implementation of fixed line revenue and cumulative revenue of US$14billion as at
strategies. December, 2009 (NCC, 2010).
The Nigerian telecommunication industry in the past few years
Keywords has witnessed stiff competition which has resulted in aggressive
Marketing Strategy, Marketing Environment, Performance, use of various market strategies employed by telecommunication
Telecommunication market players to strengthen their brands by appealing to the good
conscience of stakeholders. For the forward looking ones, the
I. Introduction consistent and divergent use of these strategies has proved effective
From time past, businesses all over the world has faced a great in improving their corporate image and turnover. Dominant players
difficulty in getting their products acceptable or sold in the market. like MTN, GLO, ETISALAT, AIRTEL among others have been
Until recently, producers had always found it difficult to penetrate visible in the past committing substantial amount of money to
freely into the market in such a way that prospective buyers are the employment of various laudable marketing strategies. Others
convinced to buy their products and stay loyal to the company’s have even redefined their various promotions in order to reach
products. However, the emergence of marketing has paved the the less privileged and rural members of the society who are
way of success for producers and marketers globally. much more in population (National Census, 2006). It is hoped that
The genesis of marketing can be traced through the social interaction issues raised in this study will stimulate interest not only among
era, where human beings started interacting with one another and marketers, researchers and student but also among policy makers
through the interaction created exchange process by exchanging and planners in industry and government.
goods for goods known as Barter System. With time passing by, This study sought to investigate marketing strategies employed
stocks of goods started pilling up as demand started to lag behind by telecommunication marketers as it can be compared with
production. This led to the conscious efforts to push the excess its effect on market dynamism. It also intends to determine the
produce through efficient distribution as well as persuasive selling. relationship that exists between marketing strategies adopted by
Hence, the emphasis was on sales management at the detriment of telecommunication firms and the huge sales recorded annually
marketing management, this era is referred to as selling era. With by operators in the Nigerian telecommunication industry using
the intensification of selling effort and the emergence of consumer Globacom Limited as a case study focusing on the relative
empowerment due to better education and increase in purchasing performance, the importance and success of the chosen case
power, consumers became choosy, refusing to buy products that do study which was used to draw generalization on the Nigerian
not meet their taste irrespective of the amount of personal selling telecommunication market.
or advertising that backed it up. This new behaviour of consumers
led to massive product failure since consumers buy products to
satisfy their needs and not because the products exist. This then

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II. Literature Review particular market demand on the basis of its constituent parts
Although, various definitions of marketing strategy have been so that set of buyers can be differentiated. Segmentation is
provided by scholars, Robson (1997) sees strategy as a pattern of therefore an indispensable input to market planning because
resource allocation decisions made throughout an organization. it is used to formulate market objectives by which a company
This encapsulates both desired goals and beliefs about what are may define its market, determine the position of its range of
acceptable and most critically unacceptable means for achieving product for expansion.
them. Strategy implies that the analysis of the market and its
environment, customer buying behaviour, competitive activities B. The Marketing Mix as a Strategy
and the need and capabilities of marketing intermediaries. The complex condition of modern business and the increase in
Marketing strategy relates to the customer groups to some and how almost all aspect of service operations has compelled the marketer
to fashion out marketing variables (marketing mix) to appeal to of service to place emphasis on the efficient and effective method
particular group of potential purchaser and this often refer to the of presenting their services to their numerous customers Olujide
concept of segmentation. The concept is based on the following and Aremu (2009). Morden (1993) defined marketing mix as “the
propositions. combination of detailed strategies, tactics, operational policies,
• Consumers are different programmes, techniques and activities to which resources may
• Differences between consumers are related to differences to be allocated such that the company’s marketing objectives are
market behaviour achieved”. Marketing practice is also a process of developing and
• Segment of customers can be isolated within the overall market maintaining a strategic marketing plan between the organizational
according to such factors as their personal characteristics, goals and capacities and changing marketing opportunities, it relies
their geographical location, their lifestyles, the need they on developing clear entrepreneur business enterprises objectives
seek to satisfy and their buying behaviour. in order to increase the level of productivity (Aremu 2006, Aremu
and Bamiduro 2012).
A. Market Segmentation as a Strategy The marketing mix is concerned with the realities and practicalities
Corey (1981) explained marketing segmentation to mean the sub of how marketing strategies may be turned into specific marketing
division of a market into subset of customers where any subset mix are to move objectives and plans into reality of implementation
may be selected as target market to be reached with a distinct and achievement.
marketing mix. This implies that marketing segmentation is the Hence, marketing mix must have:
process of dividing the total heterogeneous market for a product • A strategy element: this refers to the product to offer and the
into several sub markets each of which tends to be homogenous in target market to be served).
all significant aspect. Market segmentation is a consumer oriented • Planning elements: this refers to the time scales to be applied
philosophy that first identifies the needs of the customers within to new product development activities
a sub-market and then satisfies those needs. • Tactical elements: this refers to the extent to which discount
In segmenting a market, a company frequently develops a different is to be granted, level of purchasing pricing policy with the
variety of product for each segment. That is offering a unique trade.
product to different market. For instance, Globacom divides its • Operational and implementation elements: this refers to the
market in terms of income group, business needs and family needs activities that will be undertaken.
by offering its products first as post paid options and prepaid • Resources commitment: this refers to the basis at which
option where in prepaid (pay-as-you-go) its products come in advertising and sales promotion budgets should be
various forms and sizes- vouchers of N100, 150, and cards in constructed.
200,500,750, 1000, 2000 and 5000. • The marketing mix may initially be described and analyzed
After segmenting the market, an organization needs to decide on the basis of the 4ps of marketing. i.e product, price, place
how many and which ones to target. Hence, in entering its target and promotion.
market, a company can enter into such market with differentiated
or undifferentiated marketing. For instance, Globacom for some C. Product
time has served the market with the same product design, mass Morden (1993) defined product as “something that is capable
advertising media and mass distribution of its products. Also, of satisfying a customer need or want”. That need or want may
the company has used in recent times a differentiated marketing already exist or it may be latent that is awaiting the development
in reaching a large number of customers with varying needs and of the right product to meet those needs.
purchasing power using different promotional and marketing The product element comprises of:
programmes for different market.
Basis for market segmentation 1. Product Mix
The basis for segmenting the market includes: Which is the complete range of the company’s products, services
• Geographical basis: that is dividing the market into different and brand aimed at all of the relevant target market segments. The
geographical units such as nations, regions, countries or product mix of Globacom Limited are recharge cards, Black-berry,
neighbourhoods. Alcatel phones, SIM packs, internet modems, vehicle tracking
• Demographic basis: this divides the market into groups devices e.t.c
on the basis of variables such as age, family size, income,
occupation, race, generation and social class. 2. Product Line
• Psychological basis: includes benefit, users’ status, usage This is a group of product that are closely related either because
rate, occupational buyers, loyalty status, and attitude towards they satisfy a class of needs or are used together, are sold to the
product. same customer group, are marketed through the same type of
• Meanwhile, market segmentation involves analysis of a outlet or fall within a given price range, that is product aimed at

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any one target market. achieve the promotional objectives of the marketing mix. It includes
advertising, sales promotion, public relation and publicity.
3. Product Item
This is a distinct unit within a product line that is distinguishable 1. Advertising
in size, price, package and some other attributes. The item is Advertising has many characteristics which include public
sometimes called a store-keeping unit, a product vibrant or sub- presentation, pervasiveness, amplified expressiveness and
vibrant. impersonality. Advertising media includes radio, television,
magazines, and newspapers among others. Companies like
D. Price Globacom Limited spend huge amounts of money annually
Price is the value or sum of money at which a supplier of a product to advertise for long term image building of its brand and
or service and a buyer agree to carry out an exchange transaction products.
(Morden 1993). Price represents a controllable variable which
earns revenue for all other variables and this distinguishes price 2. Sales Promotion
from all other variables. This is the general category of promotional activities which do not
A relatively high price can be regarded as an indication of quality fit other groupings in the promotional mix. The objective of sales
product which attracts some buyers particularly when it is allied promotion may be to enhance promotion and sales of the trade and
to effective presentation and promotion. Price is one of the most to assist the trade (distributive channel member) in promoting and
flexible elements; it can be determined quickly unlike product selling product to the final consumer. (Morden 1993)
features and channel commitments. Companies handle pricing According to Kotler (2001) sales promotion consists of a diverse
in a variety of ways. In large companies, pricing is handled by collection of incentive tools. Mostly short term designed to stimulate
division and product line managers but the top management sets quicker or greater purchase of particular products or services by
general pricing objectives and policies and often approves the consumers or the trade. Sales promotion includes coupon, contests,
prices proposed by the lower level management. The determinants premium, consumer price-offs, e.t.c and they distinctive benefit of
of prices include the market demand level, nature of competition, gaining attention and usually provide imagination that may lead
customer type and market segmentation, consumer behaviour the consumer to the product. They incorporate some concession,
towards the product, impact of channel of distribution, research inducement or contribution that gives value to the consumer; they
and development cost and micro economic trends among others. also include a distinctive invitation to engage in the transaction
Globacom prides itself as one of the first telecom companies to on the spot.
introduce generally affordable telecom products and services. An
example is the sharp reduction in the cost of acquiring a Glo SIM 3. Publicity and Public Relations
card in 2003 as compared to MTN SIMs and the first to introduce Cole (1996) views publicity as “news about the organization or
a recharge card as low as N500. its product reported in the press and other media without charge
Place (Distribution) to the organization. He argued that publicity usually comes under
According to Kotler (2001) marketing channels are set of the heading of public relations, which is concerned with the mutual
interdependent organizations involved in the process of making understanding between an organization and its public. An important
a product or services available for use or consumption. Channels aspect of public relations is to inform target customer groups about
of distribution provide the link between production or supply the company and help to persuade them try its product through
and consumption. They are used to make products or services means other than paid advertising, direct or indirect selling. (Belch
assessable and available to consumers or buyers. As product passes and Belch 1997)
through its channel of distribution, it gains added value because it According to Kotler (2001), the appeal of public relations and
becomes available to the consumer when and where it is wanted. publicity is based on three distinctive qualities - high credibility,
Marketing channel decisions are among the most critical and ability to catch buyers off guard and dramatization. However,
ultimately affect all other marketing decisions. The company’s publicity and public relation is a wider responsibility for safeguarding
product prices often depend on whether it uses mass channel and improving the relationship between the organization and
(associated with lower cost) or high quality exclusive channels. As relevant environmental factors such as government and the society
a strategy a company may adopt intensive distribution, selective at large. Hence, the job of public relation affairs personnel is to
distribution or exclusive distribution of its product. A company like give the information that will promote the good image right from
Globacom uses intensive distribution strategy to make its product within the organization to the outside world. Personal selling is of
available at the door step of the consumers. Some factors to be crucial importance to the marketing mix. The objective of personal
considered in choosing a distribution include market coverage, selling is “to make the sale” (Morden 1991)
channel control, cost, nature of goods, company’s objectives and Kotler (2002) posited that personal selling is the most effective
firm distribution policy. tool at later stage of the buying process particularly in building
up buyer preference, conviction and action. He emphasizes that
E. Promotion personal selling has three distinctive qualities which includes:
Kotler (2001) views promotion as including all the activities the
company undertakes to communicate and promote its product to the (i). Personal Confrontation
target market. That is, a company has to set up communication and It involves an immediate and interactive relationship between
promotion programs consisting of advertising, sales promotion, two or more persons.
public relations. He emphasized that each promotional tool or
programmes has its own unique characteristics and cost. In the (ii). Cultivation
opinion of Morden (1993), promotional mix is the combination It permits all kinds of relationship to spring up, ranging from a
of marketing and promotional communication methods used to matter of fast selling relationship to deep personal friendship.

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(iii). Response dominating channels of distribution.

Personal selling makes the buyer feel under some obligation for Meanwhile, companies must be concerned with the ever changing
having listened to the sales talk. competitive environment. Competitor’s marketing programmes
Some factors affecting choice of marketing strategy has been have a major impact on the firm’s marketing strategy, so they
identified to be the company’s competitive size and position in the must be analyzed and monitored. The reactions of competitors
market, company’s resources, objectives and policies; Company’s to a company’s marketing and promotional strategy are also very
marketing strategy, target market buying behaviour and stage of important. One of the more intense competitive rivalries is the
product life cycle among others. battle between MTN and Globacom.
Problems encountered in implementing market strategies within
F. Analysis of Marketing Strategy on the Market the industry are:
Environment • Unhealthy rivalry from competitors,
According to Belch and Belch (1997), any organization that wants • Excesses and restrictions of government regulatory
to exchange its product or services in the market place successfully authorities, and
should have a strategic marketing plan to guide the allocation of • High cost involved among others.
its resources. A strategic marketing plan usually evolve from an
organizations overall corporate strategy and serves as a guide III. Methodology
for specific marketing programmes and policies. Aremu (2008) The major sources of data for this study were through primary
posited that the environment is always seen as a major parameter and secondary sources. In order to forestall lost in transit, and to
in determining marketing strategy in an organization. He further ensure quick responses the researchers visited the marketing and
stressed that it is not possible for decision maker to formulate sales personnel of Globacom limited area offices in Ilorin, Ibadan,
marketing strategy for their organization in a vacuum. They need Osogbo, Oyo and Ijebu-ode to ensure that the questionnaires
to recognize various elements of the marketing environment that were filled as required. No questionnaire was sent by post. The
influence decision making in their organization. It was also posited questionnaires were specifically designed for management, field
that Nigerian service organisation today are faced with turbulent sales staff and customers of the company who are in better position
business environment that is characterized by constant changes. to supply correct answers. The study adopted the area sampling
To survive, companies must alter the way they are conducting technique (Marshall, 1996) and administered questionnaires to
business with customers, and must offer superior services in all forty four (44) sales staff in the chosen locations. At the end
order to retain and satisfy them, because customers satisfaction of the exercise, out of the forty four questionnaires distributed,
yield successful business and also customer’s loyalty.(Aremu, only thirty six (36) were returned and received which represented
Gbadeyan, Mejabi, 2011). 82% of the respondents. The data obtained were analyzed by the
Marketing strategy is based on a situation analysis – a detailed use of percentage, while 300 questionnaires were administered
assessment of the current marketing conditions facing the company, to customers but 246 were returned and analyzed by regression
its product lines or its individual brands. For this situation analysis, analysis.
a firm develops an understanding of the market and the various
opportunities it offers, the competition and the market segments IV. Discussion of Results and Analysis
or target markets the company wishes to pursue. This section deals with the presentation and analysis of data
Opportunity analysis collected from the field survey by means of questionnaire. For
A careful analysis of the market price should lead to alternative the purpose of clarity, simple percentage and regression analysis
market opportunities for existing product lines in current or new were used and the responses were presented in tabular forms.
markets, new products for new markets. Market opportunities
are areas where there are favourable demand trends, where the Table 1: Analysis of Marketing Strategies (n = 36)
company believes customer needs and opportunities are not being (a) Formulating marketing strategies
satisfied and where it can compete effectively. A company usually
Variables Frequency Percentage (%)
identifies market opportunities by carefully examining the market
place and noting demand trends and competition in various market Strongly agree 24 66
segments. A market can rarely be viewed as one large homogenous Agree 10 28
group of customers, rather consists of many heterogeneous groups Disagree 0 0
or segments. Strongly disagree 0 0
Competitive – threat analysis Indifferent 2 6
In developing the firm’s marketing strategies and plans for its Total 36 100
products and services, the manager must carefully analyze the
(b) Marketing strategy’s relationship with marketing
competition to be faced in the market place. Blech and Blech
environment
(1997). This may range from direct brand competition to more
indirect forms of competition, such as product substitutes. At a Variables Frequency Percentage (%)
more general level, marketers must recognize they are competing Strongly agree 10 28
for the customer’s discretionary income, so they must understand Agree 18 50
the various ways potential customers choose to spend their money. Disagree 2 6
Belch and Belch (1997) emphasize that an important aspect of Strongly disagree 0 0
marketing strategy development is the search for a competitive
Indifferent 6 17
advantage. Ways to achieve a competitive advantage include
having quality products that command a premium price, providing Total 36 100
superior customer service, having the lowest production cost and (c) Marketing strategy’s relationship with sales

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Variables Frequency Percentage (%) established correlation between marketing strategy and marketing
Strongly agree 26 72 environment. The findings of the study revealed that there is
Agree 10 28 positive correlation between marketing strategy and marketing
environment. (r = 0.779, r2 = 0.606, F value of 73.877). The
Disagree 0 0
implication of this is that there is significant relationship between
Strongly disagree 0 0 marketing strategy and marketing environment in Nigerian
Indifferent 0 0 Telecommunication Industry. Nigerian Telecommunication
Total 36 100 Industry must recognized the the marketing environment and comp
Source: Field survey, 2011 them very well when designing their marketing strategy.

Table 1, reveals that 24 (66%) respondents strongly agreed that B. Hypothesis II:
marketing strategies should be formulated to meet up with volatile H2: Marketing strategy has no relationship with performance in
markets, 10 (28%) also agreed with this fact while 2(6%) remained the Nigerian telecommunication industry
indifferent to the question. This result shows that majority believed
that if strategies are formulated the changing market environment Table 3(a): Regression Model Summary of Marketing Strategy
would be easily tackled by the organization. This implied that and Organizational Performance
formulation of marketing as a necessity for communication Adjusted Std. Error of
industry in Nigeria. Model R R Square
R Square the Estimate
The table also shows that 10 (28%) sales staff of Globacom after
1 .881a .777 .772 .391
being asked of their view on the relationship that exist between
marketing strategies and market environment strongly agreed that Predictors: (Constant), Marketing Strategy
marketing strategy can be reflected to the marketing environment,
18 (50%) of the respondents also agree. While 2 (6%) and 6 (17%) Table 3(b): Result of ANOVAb
of the respondents disagree and remained indifferent respectively. Sum of Mean
It is glaring by this revelation that there is a relationship between Model F Sig.
squares df Square
marketing strategy and the market environment.
1 Regression 128.154 5
It can also be seen from the table that 26 (72%) of the respondents 25.631 .000a
Residual 36.772 240 167.284
strongly agreed that marketing strategy as a positive relationship .153
Total 164.926 245
with performance in the Nigerian telecommunication industry while
10 (28%) others also agreed as well to the fact. This goes to reaffirm • Predictor: (Constant) Marketing Strategy
that marketing strategies really helps to develop the industry in • Dependent Variable: Organizational Performance
terms of improved products and services to stakeholders. The second hypothesis was tested with regression analysis
to established correlation between marketing strategy and
V. Test of Hypotheses organizational performance. The results revealed that there is
This section of the study analyses the cumulative responses of positive correlation between marketing strategy and organizational
the sampled customers respondents, the responses are tied on the performance. (r = 0.881, r2 = 0.777, F value of 167.284). The
hypotheses stated earlier at the start of the study. However, the implication of this is that marketing strategy contributed 77.7% of
hypotheses drawn were stated statistically using mainly regression the variations in performance of the Nigerian Telecommunication
analysis. Industry. However, 23% of the performance was contributed by other
variables which are outside the scope of this investigation.
A. Hypothesis I:
H1: Marketing strategy has no relationship with the marketing VI. Summary of Research Findings
environment In the foregoing, the data have been presented and analyzed.
The hypotheses have equally been tested and result obtained.
Table 2(a): Regression Model Summary of Marketing Strategy But for the purpose of clarity and easy comprehension, it becomes
and Marketing Environment imperative to recapitulate our key findings here. In a nutshell,
Adjusted Std. Error of the following key results were gotten from the presentation and
Model R R Square analysis of data:
R Square the Estimate
1. From generated results it shows that marketing strategy
1 .779a .606 .598 .610
actually has relationship with the environment. Also, it
Predictors: (Constant), Marketing Strategy could be resolved that marketing strategy helps to increase
profitability in an organization since the statistical analysis
Table 2(b): Result of ANOVAb shows that the result is significant (0.000).
Sum of Mean 2. Globacom limited commit both human and financial resources
Model F Sig. into the formulation of marketing strategies and tactics in
squares df Square
other to cope with the challenges of the market threats it
1 Regression 137.556 5
27.511 .000a experiences from rival companies like MTN, and CELTEL
Residual 89.374 240 73.877
.372 (now AIRTEL). A case in point is the concurrent deployment
Total 226.930 245
of freebies and value added services to subscribers, which
• Predictor: (Constant) Marketing Strategy goes a long way to improve sales, more revenue and customer
• Dependent Variable: Marketing Environment loyalty to the brand.
The first hypothesis was tested with regression analysis to

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70 International Journal of Management & Business Studies w w w. i j m b s. c o m

ISSN : 2230-9519 (Online) | ISSN : 2231-2463 (Print) IJMBS Vol. 2, Issue 4, Oct - Dec 2012

Dr. Aremu Mukaila Ayanda received his

B.Sc. degree in Business Administration
with Second Class Honors Upper
Division from University of Ilorin,
Ilorin, Kwara State, Nigeria, in 1998,
M.Sc. degree in Management Science,
Ph.D. degree in BusinessAdministration
and Postgraduate Diploma in Computer
Science (Distinction) in 2003, 2010
and 2011 respectively from the same
institution. He is currently a Senior
Lecturer, MBA Coordinator and Examination Officer in the
Department of Business Administration, University of Ilorin,
Ilorin, Kwara State, Nigeria. His research interests include
Strategic Marketing, Management and Financial Management.
He is Associate Member, Nigerian Institute of Management (NIM)
and Full Member – Institute of Strategic Marketing Management,
Nigeria.

Lawal, Azeez Tunbosun received his

B.Sc. degree in Business Administration
with Second Class Honors Upper
Division from University of Ilorin,
Ilorin, Nigeria, in 2003, the M.Sc.
degree in Business Administration from
University of Ilorin, Ilorin, Nigeria, in
2008 and obtained his Post Graduate
Diploma in Education from the National
Teachers’ Institute, Kaduna, Nigeria
in 2011. He has taught as an associate
lecturer, with the Department of
Business Administration, Al-Hikmah University, and Department
of Business and Vocational Education of Ekiti State University,
Ilorin Campus in 2012. His research interests include marketing,
corporate social responsibility (CSR), electronic banking, small
and medium enterprises (SME’s).

w w w. i j m b s. c o m International Journal of Management & Business Studies  71

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