Orange in one-month sales promotion in Western Kenya

By Eric Akasa

As part of its drive to improve the uptake of its services and products in the country, Orange has launched a one-month sales promotion targeting Western Kenya with marketing activities planned for various areas in that region.

The campaign - dubbed Orange “Yefwe” translated to mean Orange is ours was launched on Thursday June 21, 2012 and is set to run for one month to end on Friday July 21, 2012. During the sales promotion period, customers will have the opportunity to sample and purchase various Orange products at significantly reduced prices and also benefit from reduced call tariffs.

The campaign will see a major activation drive by Orange distributor Mobicom at the Kakamega ASK Show grounds while other locations targeted during the exercise are Kakamega, Bungoma, Mumias, Kapsokwony, Kitale, Webuye, Busia, Ukwala, Ugunja, Malaba and Sabatia among others.

According to Telkom Kenya CEO, Mickael Ghossein,the activities organized as part of the marketing drive are meant to improve awareness about the various Orange products and services and eventually grow the company’s subscriber base.

“During the Orange Road show across Western Kenya, set for Monday June 25 to Thursday July 20, our customers will benefit from special offers – including a reduced tariff of KSh. 1 per minute for on-net calls for GSM and CDMA pre-paid customers, which will apply to activations done within the region during the length of the promotions,” said Ghossein, adding that handsets will also be available at reduced prices, with the best deal being the Huawei G3620 Dual SIM devices for only KSh. 2,599.

The sales and marketing campaign is also meant to improve awareness about the Holla tariff and to recruit new partners and agents, and subsequently increase the number of outlets selling Orange products in Western Kenya.

The Holla tariff, launched on March 14, 2012, is a 24-hour, daily bundled tariff offering targeting the students and youth population, and is part of Telkom Kenya’s strategy to aggressively tap into the youth segment in Kenya.

Rechargeable via a daily KSh. 10 subscription, the bundled offer allows Orange’s pre-paid customers to enjoy round-the-clock, free on-net calls, free on-net SMSes, 20 free off-net SMSes and 10 MB of mobile data daily. The Holla tariff also allows for free and complete access to social networking site, Facebook.

The campaign will also enable the network to sign up new subscribers to Orange Money, the revolutionary money transfer service which is directly linked to users’ Equity Bank accounts. Orange Money currently has over 4 million users globally.