Essays on How MushyPea Is Marketed Using IMC Tools Case Study

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The paper "How MushyPea Is Marketed Using IMC Tools" is a great example of a marketing case study.   Communication is a vital element in any business organisation as it aids it in its growth and prosperity, relationship creation, improves efficiency and effectiveness of the organisation and above all helps individuals learn about each other. The invention of technology including the internet and cell phones has largely changed the way people interact as well as changing the manner of messaging strategy that companies use (Barker, Valos & Shimp, 2012). Integrated Marketing Communication (IMC) is an approach used by companies to brand and coordinate their communication efforts.

It is a concept that understands the added value of a comprehensive method that evaluates the strategic roles of various communication disciplines, combining them to provide clarity, consistency together with maximum communication impact (Baker, 2008). IMC has a primary role in creating a seamless experience for customers across various aspects of the marketing mix (Leonard, Lewis & Freedman, 2013). In this regard, the core image of the brand and messaging are strengthened given the fact that all channels of marketing communication works together in order to have a massive influence on the customer (McDonald & Wilson, 2011). Business organizations after developing their products have an obligation to communicate the benefits and values of those products to both potential and current customers in both business-to-consumer and business-to-business markets (Shepherd, 2013).

IMC provides an effective and essential approach designed to communicate one consistent message to consumers across the company’ s promotion that may use different communication channels (Jaworski, Kohli & Sahay, 2001). The evolution in communication technology together with instant access to information through the internet has in one way or another made IMC a significant marketing tool.

For instance, communicating consistent information with regard to a brand or organisation is essential in establishing the brand image in the minds of both current and potential customers (Baker, 2008). The current marketplace is comprised of customers and business professionals who unendingly seek information and are fond of connecting with other businesses or people through their phones or computers (Ferrell, Lukas and Schembri, 2012).


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