How to Utilize Case Company's Customer Database to Start Planning Integrated Marketing Communications Plan.

Abstract

The purpose of the study was to create a process for the case company to start developing their marketing and communication activities. As the case company doesn’t have a plan for their marketing and communication processes, the aim for the thesis was to develop a clear model on how to plan an integrated marketing communication campaign. The IMC model introduced by Schultz D. & Schultz H. (2004) is more a business strategy than simply a means of coordinating communication. It consists of five strategic and tactical steps on how to identify the right customers, determine their value, invest in communication programs, and measure the impact of and returns on those communication activities.

The information was mainly gathered from literature and the Internet. For the theory part the information was gathered from several books and from a few Internet sources. The data and statistics for the empirical part were gathered from the case company’s customer database and by having discussions with the staff.

The results of the study show that there are various ways for the case company to communicate with its customers and prospects better. From the information gathered the base and key customers of the case company were clearly identifiable and available to be valued. Based on the findings the case company is now capable of planning their integrated marketing communication activities effectively. In short, the case company has now a base on which it can start building their marketing plans.