Analyze the current situation of sabeco’smarketing communication programs andgiving recommendations for improving its imc strategy

Abstract

Integrated Marketing Communication (IMC) is one element that made business going forward which aimed to approach marketing communication tools such as advertising, public relations, direct marketing, sale promotion and personal selling direct to target customers and ensure that thosecustomers will be aware of its products or services. The best IMC will be present to strengthen relationships, which affected customer’s brand awareness. To achieve this research purpose, I have studied how each IMC tools are reaching to make the awareness between product’s brand and customers. The research studied consists by a literature review of study area then used methodology by questionnaire to collect data resulted according to research questions and assumptions following by analysis of collected data and presenting of what finding out.