A Comparative Study of Marketing Strategies of Zambia's Established Newspapers

CHAPTER 01: INTRODUCTION4

Background of the Study4

Purpose of the Study4

Research Question4

CHAPTER 01: LITERATURE REVIEW5

Marketing Mix5

Product6

Price6

Promotion7

Place7

CHAPTER 3: METHODOLOGY11

Research Design11

Secondary Data11

CHAPTER 04: ANALYSIS13

CHAPTER 05: CONCLUSION17

REFERENCES18

CHAPTER 01: INTRODUCTION

Background of the Study

In every industry, various types of functions are being performed like manufacturing, research, storage, transportation, marketing, human resource and public relations. Marketing is one of the important function through this the products and services reach to the end users. It is an important activity in a business through which gets its return from business efforts. According to Bartle, “Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption.” Further Kotler defined, “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Balachandran & Gensch, 1974, pp. 474).

Purpose of the Study

In today's competitive environment, it is important to focus on effective marketing strategies in order to gain a competitive advantage. This research will focus on the marketing strategies adopted by newspapers in Zambia. The purpose of this research is to identify how newspapers in Zambia gain a competitive advantage.

Research Question

What marketing strategies are utilized by established newspapers in Zambia

CHAPTER 01: LITERATURE REVIEW

Marketing is a key to success in today's competitive market where customer is very aware and demands the best product that could be provided. In developing countries companies are extensively focusing on branding their products and services because brands get more attention from customers. Brands are commonly perceived better at satisfying customer's basic, social and psychological needs. Customers perceive brands as assurance of quality and reliability. When marketing managers think about doing branding, they find many brand building strategies in literature. Heavy costs are associated with implementing branding strategies and designing heavy marketing and advertisement campaigns to create desired brand image in targeted customers' mind. Along with heavy costs they face difficulty in understanding and implementing complex strategies. This study attempts to link brand building process with basic marketing mix so that the marketing managers could get better understanding of brand building and could do branding through strategies as simple as the four P's of marketing.

Marketing Mix

Borden (1964) developed the concept of “marketing mix” and affirmed the idea of defining marketing manager as “one who is constantly engaged in fashioning creatively a mix of marketing procedures and policies in his effort to produce a profitable enterprise” (Borden, 1964, pp. 390). Now the marketing mix is defined as set of controllable marketing tools that a company uses to create a desired response in the targeted market. Set of these tools is generally referred to as 4P's of Marketing, being Product, Price, Promotion and Place (Kotler, Armstrong, Wong, & Saunders, 2008, pp. 56).

Product

Product is some good or service that a company offers in the market (Kotler, ...