This study examined the impact of Safaricom Plc’s promotion techniques on driving the company’s internet data dominance in Kenya. The study used secondary data from Safaricom Plc financial reports from 2014 through 2024. The study hypothesized that both price-based and non-price marketing initiatives drove internet consumption at 95% CI. A case study research design was adopted. A positive and strong association between the non-price and progressive composite marketing and the key performance indicators in the internet data segment. Bivariate regression analyses established that progressive composite data promotion predicted average monthly data usage by Safaricom customers [R2=0.9395: [β=0.54, SE=0.04, p< .005: F[1,10]= 155.35, p<0.05], internet data total revenue [R2=0.9395 : β=8.5, SE=0.65, p< .005: F[1,10]= 173.46, p<0.05], and average monthly active data subscription rate [R2=0.9421: β=3.43, SE=0.27, p< .005: F[1,10]= 162.59 p<0.05].At the same time, data pricing per MB as a promotional strategy explained the average monthly active data subscription rate [R2=0.9422 : β=0.748, SE=0.069, p< .005: F [1,10] = 118.47, p<0.05], the total revenue gained from internet data sales [R2=0.8241 : β=11.04, SE=1.61, p< .005: F [1,10] = 46.84 p<0.05], monthly active subscription rate [R2=0.9781: β=4.76, SE=3.88, p< .005; F [1,10] = 150.86, p<0.05].. These findings underscore the effectiveness of Safaricom Plc’s promotional and pricing strategies in enhancing market penetration and revenue growth in a saturated oligopolistic telecommunication industry where it is a leader.
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