Developing a Growth Strategy: A Marketing Analysis of Viusasa in Kenya

This report provides a comprehensive analysis of Viusasa's marketing strategy in Kenya, focusing on opportunities and challenges for growth in the local Video on Demand (VOD) market. It examines the target market strategy, highlighting the broad segmentation approach that caters to diverse entertainment and information needs. The report delves into the marketing mix, evaluating Viusasa's product offerings, pricing strategies, promotional activities, and placement policies. It also addresses the competitive landscape, barriers to entry, and the impact of PESTLE factors (Political, Economic, Social, Technological, Legal, and Environmental) on Viusasa's operations. The analysis concludes with recommendations for enhancing the company's marketing efforts, including more proactive advertising, free trial experimentation, and strategic partnerships, while also emphasizing the importance of democratic decision-making and employee satisfaction to foster sustainable growth.

Running head: MARKETING STRATEGY OF VIUSASA
MARKETING STRATEGY OF VIUSASA
Name of the student
Name of the university
Author Note

1MARKETING STRATEGY OF VIUSASA
Table of Contents
Marketing strategy...........................................................................................................................2
Target markets strategy................................................................................................................2
Marketing Mix.............................................................................................................................2
 Product:.........................................................................................................................3
 Prices:............................................................................................................................3
 Promotion......................................................................................................................4
 Placement......................................................................................................................4
References........................................................................................................................................6

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Marketing strategy
Target markets strategy
This company has developed abroad customer base in Kenya through a systematic
marketing strategy. The revamped platform has offered the audience of Kenya a new option for
entertainment and news. Target customers of the newly developed application are the people of
all age and those who have access to mobile phones. It is targeted to the customers who have
access to data (Jefferson et al., 2015). It is also targeted to the people who can afford to create
option for entertainment in a cheaper price. Considering the market presence of other
entertainment applications, viusasa has specifically made different segmentation for the kids
section, the news section, the health issues, cooking and lifestyles, political news and
information, movies and religious documentary. It could be derived from the detailed study of
the application that the company wants to sell the content to the customers with all sorts of
information and entertainment. There is no clear segmentation of one particular category who are
being addressed instead it is targeted towards the people with different tastes for entertainment
and information. Hence it deals with different types of social issues to political issues and all the
TV series where people will have the option to watch videos even when they are not having
accessibility to data.
Marketing Mix
Marketing mix is the process where the company undertakes multiple factors for analysis
for effectively reaching to the customers (Armstrong et al., 2015). Viusasa has undertaken the
following steps to reach out to the people. This section will be focusing on the current marketing
mix of the company and probably strategies to be adopted for future operations of the company.

3MARKETING STRATEGY OF VIUSASA
 Product: Viusasa is the new Kenyan VOD platform created for the purpose of offering
entertainment and information to the Kenyan population. However, it also includes
movies, music, TV channels for the convenience of the customers as they get all services
at one place. This application can be played and downloaded at any platform starting
from the computer to the data enabled mobile phones. What is unique about the
application is that the content is available in English, Swahili and other vernacular
languages. This is also enables with the latest data and news for the people who want to
be up-to-date with the daily news and information of at the national level. All the local
and national artists especially the singers are included within the list of music offered to
the people. This also offers the TV shows to be downloaded and stored for the
convenience of the customers. Moreover, it can be easily downloaded from the Google
store and it is also available at the for the Apple phone users to have an international
reach. This is the product which is offered free of cost at the initial downloading.
 Prices: This application can be downloaded from the Google store and other online
platforms at a zero cost: however it requires subscription for watching the premium
content and videos. This can be subscribed through four payment gateways namely, the
Paypal, airtel money, Visa and net banking and lastly the mpesa (Play.google.com,
2019). Minimum subscription charges for having accessibility to the premium content
are Kes 300.00 for a period of one month. This subscription gives access to all the
premium content and movies that a customer wishes to watch. In October 2016, the
company has slashed a cut in the subscription fees in order to have more number of
customers and it has proved to be a positive move for the company (Lovelock et al.,

4MARKETING STRATEGY OF VIUSASA
2015). This has paid a positive dividend since the number of customers has increased
than the last few months after the charges have been lowered for the users.
 Promotion: This is the most important part of the marketing of new products since
it is completely depend on the promotional strategies whether it is accepted by the
customers (Liu et al., 2018). This application has been promoted using the online
platform in order to reach to the people. This is to be noted that the application
have been successfully promoted using the Kenyan citizens TV and the Kenyan
radio platform Hot96. The application have also been promoted by creating a
Facebook page to have better accessibility to the people as maximum number of
Facebook will be having an option to see the new and unique features of the
application through the social media. This has also been promoted through the
advertisement in the television and the posters. However it is important to have a
more proactive approach for in advertising and marketing for reaching out to the
public. There is also a need to develop a strategy for experimenting with a free trial
for a period of one month for the customers so that it leaves a satisfactory impact of
the customers. This strategy will help the company to have larger customer base.
 Placement: One of the primary changes to be done at the managerial level is to have
democratic decision making process which will leave enough room for consideration of
stakeholder’s opinion (Chaffey et al, 2019). This is particularly important because an
integrated approach will reduce the chances of crisis situations in future. The
organizational functioning requires effective changes like a stricter human resource
management to take of the employee’s satisfaction (Mcdonald, 2016). Since the
company has history of job cut and non-allocation of salaries, it is suggested that the

5MARKETING STRATEGY OF VIUSASA
company should adapt to strategies that will ensure timely allocation of payment and job
security of the employees. It is also suggested that to increase productivity of the
company, it should opt for joint venture and utilization of other already established
companies in the market to have better hold in the market. The existing policies of
placement for Viusasa is limited to Kenya itself and it is important to utilize the
international platform for reaching to the people outside Kenya (Pisano, 2015).

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References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an
introduction.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Jefferson, S., & Tanton, S. (2015). Valuable content marketing: how to make quality content
your key to success. Kogan page publishers.
Liu, X., Shi, S. W., Teixeira, T., & Wedel, M. (2018). Video content marketing: The making of
clips. Journal of Marketing, 82(4), 86-101.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Mcdonald, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Pisano, G. P. (2015). You need an innovation strategy. Harvard Business Review, 93(6), 44-54.
Play.google.com. (2019). [online] Available at: https://play.google.com/store/apps/details?
id=com.viusasa&hl=en_IN [Accessed 25 Feb. 2019].