An Introduction To Integrated Marketing Communication (IMC)

1.1 Introduction to Integrated Marketing Communication

Before defining Integrated Marketing Communication (IMC) as a whole concept, one must first understand what the individual ideas mean; ‘Integrate’ according to Merriam Webster dictionary means “to form, coordinate or blend into a functioning or unified whole” and also “to end segregation of and bring into equal membership in society or an organization”.

‘Marketing’ also according to Merriam Webster dictionary is seen as “the process or technique of promoting, selling and distributing a product or service”.

‘Communication’ is “the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express your ideas, thoughts, feelings etc. to someone else”

Sales promotion is usually targeted at a specific market or region where the product or brand is more known because this promises sales. This marketing tool helps to get response or action of purchase by the customers faster than advertising which is why it more preferred. It is also referred to as trade promotions when it concerns business to business marketing (producer to wholesaler/retailer) and this is when the activities are targeted at distribution channel members that directly communicate with the consumers (retailers, wholesalers). Examples of sales promotions include discounts, coupons, trade shows, incentives, attractive packages for loyal customers, promos and bonanzas etc.

Direct marketing

Directing marketing can be defined as the delivery of personalized and interactive promotional messages to customers individually without making use of retailers or wholesalers. This form of marketing is done through emails, mails, telephone, direct response marketing etc. and this tool is quite different from advertising and public relations because involves more personal messages directed at the customers.

Personal

and also be specific in the brand as well and the IMC tools they engage in. Food storage containers are containers that are used to store, hold or keep food items, it can also made of different materials like rubber, glass, metal, plastic, ceramic, wood etc. and different brands produce different kinds of food storage containers. Examples of such brands are; Ok Plast Limited, Ziploc, Rubbermaid, Snapware and so on. Here we will be focusing on the brand Ok Plast Limited.

1.4 History of Container Brand Ok Plast Limited

Ok Plast limited is a manufacturing company that engages in the production of kitchenware, household products, PET bottles and plastic furniture. Over the years Ok Plast has been one of the biggest manufacturing brands in Africa with units in Nigeria, Congo and Ivory Coast. The Ok Group started manufacturing plastics in 1989 with the brand name Ok Plast and over the years they have delved into production of sweets, biscuits, chocolates and the rest which lead to the creation of Ok Foods in 1994.

1.5 History of Container Brand Dana Plast