EFFECTIVENESS OF INTEGRATED MARKETING COMMUNICATION STRATEGIES FOR CEMENT COMPANIES a STUDY ON SELECTED BRANDS

Abstract

India is the second-largest cement producer in the world next to China and the total newlineutilization of cement in a year is used as an indicator of economic growth of India. The newlinecement industry in India is going through a technological change as many upgradations newlineand assimilation is taking place. Almost 93% of the total capacity is based entirely on the newlinemodern dry process, which is considered more environment-friendly. newlineIn the competitive world, focusing on only production without understanding newlinecustomer requirements may not give benefits to the profit making organisations. newlineMarketing helps enterprises to estimate consumer demand and produce for their newlinesatisfactory consumption. It helps in anticipating customer demand and creating satisfied newlinecustomers through conception, production, promotion and physical distribution of goods newlineand services in a socially relevant exchange process. Out of all the elements of marketing newlinemix, promotion variable must be an integral part of a viable marketing strategy and be newlinecoordinated with other marketing activities. Marketers have always recognized the newlineimportance of combining promotional mix with a cohesive marketing strategy. Many newlineenterprises have recognized the need to integrate their various marketing communication newlineefforts, such as media advertising, direct marketing, sales promotion, internet marketing, newlineevent sponsorships and public relations to achieve more effective marketing newlinecommunications. Here the integrated marketing communication strategies adopted by the newlinecement industry is crucial in reaching the target customers. In addition to this, there is newlineurgent need to develop new knowledge in the field of integrated marketing communication newlinestrategies in marketing cements in Indian context. This study is a descriptive analysis of newlineIMC strategies that leads to successful business performance in the way of increase in newlinesales and creation of brand image. The present study also identifies the effectiveness newline