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IMC and Customer Satisfaction

However, from an in depth understanding of the different ways of marketing communication this process would be discussed in detail in this paper in the context of marketing activities of the BERVET. The process of integrated marketing communications fundamentally refers to “the strategic analysis, choice, implementation and control of all elements of marketing communications which efficiently, economically and effectively influence transactions between an organization and its existing and potential customers, consumers and clients” (Smith, Berry & Pulford, 1999). In simple words it is the way in which an organization manages and controls all its market communications. It is ensured that the messages, personality of the company and its brand positioning in the market is delivered across all the elements of the market by utilizing a single and consistent strategy (Smith, Berry & Pulford, 1999). This process is applicable to any type of company dealing with any type of product or service, however, BERVET can customize each step of this process in order to fit the bill of the goods and services offered by it. Although the concept of marketing communications has been put to use in companies as an all inclusive concept to deal with the different levels of communication since the 1990s, the technique of strategically integrating these diverse functional areas is unique to the approach of integrated marketing communications (FitzGerald, 2000). BERVET should develop a single communications strategy, the basic of which should be followed for each target audience that has been identified from the entire market. This strategy has to be used “as the basis for executing each communication function” (FitzGerald, 2000) throughout the marketing process by using a wide range of channels of communication. Twelve different strategies have been identified by Smith, Berry and Pulford (1999) to accomplish the process of integrated marketing communications; such as, advertising, public relations, sales promotion, point of purchase, packaging, exhibition, sponsorship, internet, direct marketing, personal selling, corporate identity and word of mouth. BERVET has decided to choose advertising as the basic strategy for its integrated marketing communications. Advertising strategy of BERVET Advertising can be made through different channels. BERVET keeps pace with advancement of time and revises its advertising policies and the channels used. Television commercials, print media (newspapers and magazines), bill board signs and event sponsoring have been the most popular methods of advertising for the company since it had started business in 2000. However, recently it has also started to make its presence felt by advertising on the internet. The marketing goal of BERVET is to expand to the European continent and capture the European market. The target audience includes the governments of the different countries in the region, the private sector, the retailers and whole sellers, the individual customers. The different advertising channels have been chosen keeping in mind these different target groups. The internet is the most common form of media in both the developed countries in the region that allows the people to share ideas, communicate, and build network. Hence advertisement on the internet is particularly of immense importance for the company’ ...Show more

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IMC and Customer Satisfaction: BERVET Alcohol and Beer Marketing Management-500 Esosa Dickey Strayer University Dr. Kay Green Date: Integrated marketing communications The term integrated marketing communications (IMC) has been coined in the mid 1990s and has become internationally well known since then…
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