Integrated marketing communication plan : Case company: Dr. Johanna Budwig

Abstract

The study’s research topic is integrated marketing communication and this is a product-oriented thesis. This study is made to create an efficient integrated marketing communication plan for the case company Dr. Johanna Budwig. The main product line in focus is flaxseed oil, which is very healthy and also good in preventing different diseases including cancer. The company home market, Germany, is the target market of the study. The objective set by the company is to increase sales by 10000, which at the same time can be generalized as creating product category need and brand awareness.

In order to complete the study, the writer decided to present three main parts. The first one explains every aspect of integrated marketing communication (IMC) and IMC plan in terms of theory. The second part, as well as the main part, gives general analyses of the company, market and target audience. More importantly, the second part also rec-ommends a thorough IMC plan for the case company in order to achieve communica-tion objectives. The last part is seen to be the most practical one, as it creates detailed recommendations and gives illustrations of adverts to be included in the campaign.

The study’s main finding is the tools that company can use for its IMC campaign: • print, outdoor and online advertising • sales promotion • direct marketing • distribution channels