Development, Implementation and Effectiveness of IMC (Integrated Marketing Communications) Program in Bangladesh: A Study on Square Consumer Products Ltd.

This article torches upon 1) examination of the relationship between IMC management and sales performance of RADHUNI, a powder spice brand, 2) impact on brand, and 3) effectiveness of the overall IMC program on consumer behavior. The results showed that there was a significantly positive correlation of IMC management in organizations with sales performances and on consumer behavior. When considered in each dimension, the findings show that 1) sale-related performance appears to be related to IMC expenditure, correlation is significant at the 0.05 level (2-tailed)., 2) brand performance appears to be related to clear, consistent and meaningful brand message in all communication touch point. (significant at the 0.05 level) and 3 customer behavior appears to be related to proper blend of all dimensions of IMC management in organizations from advertising to packaging. Two factors are composed of six variables that affect consumer behavior, can be labeled as “IMC performance” depending on 3 variables: brand knowledge, advertisement, and appearance of package (colorful and informative), explain the variances most at the rate of 43.348% and “non IMC Performances” depending on 3 variables: quality, price and availability that explain the variances at the rate of 32.837%. These results are consistent with previous studies (Dewhirst & Davis, 2005; Reid, 2002, 2003, 2005; and Reid et al., 2001) to show correlations between IMC management in organizations and performances. Therefore, this evidence can suggest that IMC implementation in organizations of consumer product companies in Bangladesh should be recognized by all managers who are responsible for marketing communications or brand communications and they should seek to implement the IMC process as a way of improving their performances.