Cooperative societies in Kenya operate in dynamic markets where introducing new products and services is only the initial phase of marketing. The post marketing phase is crucial in ensuring that these products and services continue to meet members’ needs, remain competitive, and generate sustainable returns. This chapter focuses on the activities that cooperatives must undertake after launching products or services to monitor performance, gather feedback, and make informed adjustments. Understanding post marketing is vital for cooperative managers to safeguard member interests and enhance cooperative growth.

5.1 Meaning of post marketing

Post marketing refers to the activities carried out by a cooperative after the initial marketing and launch of products or services. These activities aim to monitor, evaluate, and improve the product or service based on market response and consumer feedback. In the Kenyan cooperative sector, post marketing ensures that products remain relevant to members and the wider market, helping cooperatives adapt to competition and changing consumer preferences.

5.1.1 Definition of post marketing

Post marketing encompasses all actions that follow the introduction of a product or service to the market. It involves tracking sales performance, customer satisfaction, and the effectiveness of marketing strategies. For example, a dairy cooperative in Meru may conduct post marketing activities to assess how its new milk packaging is received by local retailers and consumers.

5.1.2 Purpose of post marketing

The main purposes of post marketing are to ensure the product or service meets customer expectations, identify areas for improvement, and sustain market share. By systematically collecting and analyzing data, cooperatives can make evidence-based decisions to enhance quality or adjust pricing. For instance, a SACCO offering a new loan product might use post marketing to evaluate uptake and borrower satisfaction to tailor future loan terms.

5.1.3 Importance of post marketing to cooperatives

Post marketing is important for cooperatives because it helps maintain member loyalty and trust by showing responsiveness to their needs. It also reduces the risk of product failure and financial losses by enabling timely corrective actions. A coffee cooperative in Nyeri that regularly gathers feedback after introducing a new grading system can quickly address any operational challenges that affect product quality and market acceptance.

5.1.4 Key activities involved in post marketing

The activities in post marketing include customer feedback collection, sales data analysis, competitor monitoring, and product or service adjustments. These activities require coordination among marketing, sales, and customer service teams within the cooperative. For example, a cooperative retail store in Kisumu may monitor customer complaints and returns to inform inventory management and product sourcing decisions.

Chapter Summary

Post marketing refers to the activities carried out after a product or service has been launched to evaluate its performance and customer satisfaction. Effective post marketing relies on various methods of data collection, such as surveys and customer feedback, to gather insights on new products and services. The importance of post marketing lies in its ability to inform improvements, guide decision-making, and enhance customer relationships. A comprehensive post marketing report includes components like sales data, customer responses, and market trends, which must be carefully prepared through systematic analysis. Marketing feedback plays a crucial role in identifying strengths and weaknesses, enabling cooperatives to adjust strategies accordingly. Royalty programs and rewards, including interest rebates, referral programs, and birthday rewards, incentivize customer loyalty and repeat business. Performing post purchase customer support services ensures ongoing satisfaction and addresses any issues promptly. Monitoring product quality and employing cross-selling techniques further contribute to maintaining high standards and expanding sales opportunities within the cooperative sector.