Development, Implementation and Effectiveness of IMC (Integrated Marketing Communications) Program in Bangladesh: A Study on Square Consumer Products Ltd.

Abstract

This article torches upon 1) examination of the relationship between IMC
management and sales performance of RADHUNI, a powder spice brand, 2) impact
on brand, and 3) effectiveness of the overall IMC program on consumer behavior.
The results showed that there was a significantly positive correlation of IMC
management in organizations with sales performances and on consumer behavior.
When considered in each dimension, the findings show that 1) sale-related
performance appears to be related to IMC expenditure, correlation is significant at
the 0.05 level (2-tailed)., 2) brand performance appears to be related to clear,
consistent and meaningful brand message in all communication touch point.
(significant at the 0.05 level) and 3 customer behavior appears to be related to
proper blend of all dimensions of IMC management in organizations from
advertising to packaging. Two factors are composed of six variables that affect
consumer behavior, can be labeled as “IMC performance” depending on 3
variables: brand knowledge, advertisement, and appearance of package (colorful
and informative), explain the variances most at the rate of 43.348% and “non IMC
Performances” depending on 3 variables: quality, price and availability that
explain the variances at the rate of 32.837%. These results are consistent with
previous studies (Dewhirst & Davis, 2005; Reid, 2002, 2003, 2005; and Reid et al.,
2001) to show correlations between IMC management in organizations and
performances. Therefore, this evidence can suggest that IMC implementation in
organizations of consumer product companies in Bangladesh should be recognized
by all managers who are responsible for marketing communications or brand
communications and they should seek to implement the IMC process as a way of
improving their performances.