| Abstract [eng] |
The company can create and maintain the long term relations with loyal customers by the means of the integrated marketing communication (IMC) (such as advertising, personal selling, public relations, sales promotion, direct marketing). In order to safeguard the coherence, communication of the information obtained by the users, the detailed IMC plan of measures, strategy and the integration of all the communication of the company (internal as external) is needed in order that every channel of communication transmits the same message. While preparing the IMC plan, the efforts are being made in order to perceive what is needed for the user. The analyzed situation of the company helps to detect the peculiarity of its products and also to create an attractive brand name for the user. Detailed and comprehensive IMC measure plan helps to detect and control the effectiveness of the channels chose by the company to obtain its goals. But in practice companies transmit unsolid information about themselves, lack strategic and integrated level while planning communications, that is strategic visions, clear positioning, the division of the target audience, the choice of the communication measures in analytical way (valuing the situation in the market, its potential, the moves of the rivals and so on). So while analyzing the main objective of the study- the integrated marketing communication planning and strategy building process, the main goal of the study is being pursued- to determine the impact of the IMC for the functioning of the company and also the factors that condition the success of the company. The hypothesis of the study is that the basis of the well functioning of the company is the well planned and comprehensively implemented integrated marketing communication is needed. To back it up the theoretical background is used in order to conceptualize the strategic level of IMC and paying the main attention to the company’s communication planning process. It is also used to choose and combine the IMC measures, the factors conditioning them and also for the practical examples, by which the impact of the IMC for the company is determined. The actions of the two supported companies are analyzed by the analytical- descriptive, comparative analysis and quality methods. These are the promotional strategy of the SOBIESKI vodka of the stock Company AB “Vilniaus degtinė” (as the success case) and the promotional strategy of the OZONE vodka of the joint stock company UAB “Stumbras” (the unsuccessful case). After analyzing both situations the conclusion has been made that the well planned and comprehensively implemented integrated marketing communication strategy is the basis of the success of the company. The results of the SOBIESKI vodka strategy implementation by the stock company AB „Vilniaus degtinė“ have showed that by uniting and coordinating the message of the company transmitted to the user (about the company and its products) in all the marketing channels, comprehensively positioning the brand, its image, specialty, a strong exclusiveness of the brand name is created. That gives effective results and makes a stronger impact on the user. Thus the comprehensive planning process of the communication means helps to build an effective integrated marketing communication strategy, that can effectively show to the user which company and its products can satisfy his preferences. That helps the company to gain the competition advantage and to make a bigger profit which is the guarantee of the successful functioning of the company. |
