Abstract:
Integrated marketing communication (IMC) has emerged as a new concept in marketing in the twenty-first century. Its customer focus, intended to grow and retain customers, is more than just advertising and promotion, and it takes into consideration more than just customers or clients. This report examines how IMC is more than simply the integration of advertising and promotional activities in perspective of one of the leading Food & Beverage Company of the country, Akij Food & Beverage Ltd (AFBL). This report firstly provides an overview of integrated marketing communications, its concept, current trends and how it is important to build a strong brand. Next, the report contains about the analysis of major tenets of Akij Food & Beverage Ltd brand communications, its functions, current strategy. And at last brief evaluations of the marketing communication programs of the company. Also provides a critical observations and recommendations according to my point of view on the basis of findings on integrated marketing communications of the company. Akij Group is one of the largest Bangladeshi industrial conglomerates. Its turnover in 2009 was 89 billion Taka. Akij Group was established in the 1940s by industrialist Sheikh Akij uddin. The company Akij Food & Beverage Ltd. (AFBL), a unit of Akij group, came into business in year 2006. The main objective of this report is to analyze and focus on the overall marketing communication activities, strategy of AFBL. In Chapter One, I describe about my internship project because it is the introductory part of my report. In this part, I explain the reason why I have undertaken the project and what results I would expect from my study. I discuss about the importance of my study and from which sources I collected the data. In chapter Two, I tried to give an idea about AFBL, its historical background, nature of business because it is the Organizational part of my report. I discuss about the mission, vision, ethics, value, structure of AFBL. In Chapter Three, I have been discussed about their SWOT analysis; the competitive analysis of AFBL and all the aspects has been described. After that I tried to give a clear idea about IMC of AFBL in details. The tools of IMC, planning to implementation process of IMC, the area of IMC. This is described at chapter four.
