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Friday, July 10, 2020
About us / Departments / Marketing Department

Marketing Department

The goals and guidelines set by the marketing department are by design in line with the vision and mission of the Sacco.  The marketing department studies the market and the Members, and then determines the best way to reach these Members, and work with the rest of the Sacco to help determine the new product needs of the market.

The following are core activities / responsibilities of Marketing Department

Set the Strategy, Plan the Attack, and Execute
One of the key activities for the Marketing Department is to integrate the Sacco’s  goals, strengths,  competitive environment, target markets, pricing,  and products into a Marketing Strategy. As part of the strategy, the Marketing Department develops a list of tactical ideas such as direct mail, print & Electronic advertising, and Other Strategies. With a strategy and tactical ideas in hand, the Marketing Department is now ready to take on the responsibility of executing the programs and initiatives to drive sales and revenue for the organization.

Member Care
Marketers spend time listening to our Members (and prospective Members) in order to understand their needs and wants regarding a particular product or service. Soliciting thoughts and input from internal stakeholders such as Sales staffs and Member Service staff is also necessary as these staff are typically closest to the Members.

Monitor the Competition
Learning about, and understanding the competitive background is also an important function of the Marketing Department. The question we seek to answer is who is the competition (both direct and indirect)? What do they communicate? Which customers do they serve? Why do customers choose the competitor versus you?

Branding
The perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its “brand.” The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its Members. Furthermore, the Marketing Department is responsible for ensuring that messages and images are delivered consistently, by every member of the organization.

Product Development
Whether its Members campaigns, Research, new product promotions, retention efforts, or something in between, the Marketing Department is ultimately responsible for developing new ideas that generate revenue for the company. This does not mean that the Marketers have to come up with every idea on their own; however, they identify, cultivate, and work with others to execute programs that will create revenue.

Communicate Internally
It is important that the Marketing Department communicates with all departments inside an organization. Since any employee (regardless of position) can support (or damage) a brand, the Marketing Department takes responsibility for disseminating information throughout the organization (this includes internal education and training when appropriate).

Manage a Budget
Establishing and communicating messages to the marketplace costs money. Therefore, Marketing Departments is responsible for estimating the anticipated expenditures associated with marketing activities. Once set, Marketers are held responsible for meeting all budget projections.

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University of NairobiICT