Marcating communication - Essay Example

To make IMC an ongoing successful process, Unilever needs to allocate funds for this purpose separately and ensure that it maintains reserves so that it can smoothly carry on with its promotional strategies. This would enable the company to run its promotional campaigns smoothly without suffering significant bottlenecks. Marketing communication has become one of the most important aspects that an organisation needs to pay attention to as adoption of proper marketing tools determines the success of the company and its long term sustainability in the industry as a whole.

The art of communicating the features of a product to the customers determines whether the product would be an instant hit or would be killed in its early stage of its life cycle. Unilever is one of the leading company’s in the consumer goods market offering a host of products starting from consumer durables to personal care and food items. Being a large organisation with almost 400 well–established brands, the company has felt the increasing need of integrating the various tools of communication to reach its consumers at large and convince them to use their products.

The company has adopted IMC approach to build its niche in the market. This has helped the company to steer its growth in the industry and attract increasing number of customers. Though IMC offers a host of advantages but it also has its own set of disadvantages. The company has estimated that it needs to adopt proper strategies in order to offset the demerits of IMC. To differentiate itself from its competitors, the company has adopted unique modes of communication and has designed its advertisements in such a way that it attracts increasing number of customers.

This has made products of Unilever one of the most demanding amongst the customers across the globe Integrated Marketing