Integrated Marketing Communication plan for GSK Nordic

Abstract

The purpose of this thesis was to create an integrated marketing communication plan for GSK Nordic. This included creating a marketing gift that will be sent to Swedish service firms and suggestions on how IMC could be implemented also in the future. The focus was on creating a marketing gift which would help GSK Nordic achieve their goal of finding co-operation partner from Sweden.

Theoretical part of this thesis focused on the concept of integrated marketing com-munication and communication methods and tools. Since the target group in Sweden is business customers, the concentration was on B-2-B communication. Empirical part, which was the marketing gift, was done by arranging checkpoints. Three checkpoints were held so that personnel in GSK Nordic were able to answer questions and comment the process of creating the marketing gift. This thesis also includes suggestions for GSK Nordic on how IMC and communication methods and tools could be implemented in the future.

As a result of this thesis GSK Nordic has a marketing gift that can be sent to the tar-get group in Sweden. Suggestions for future help GSK Nordic develop the marketing gift idea further and also implement and develop their integrated marketing commu-nication methods.