| dc.description.abstract | This research project is based on the analysis of the IMC tools used by four successful beverage brands who are conducting their business in Bangladesh. For that purpose, I have selected Coca cola, PepsiCo, Mojo and Pran up which are the top four beverage brands here in our country. I have made a comparative analysis of their various IMC practices such as advertising, personal selling, sales promotion, direct marketing, social media marketing, public relation, sponsorships and mobile marketing practices. I have tried to analyze how each of them separately holds a distinctive image through these integrated marketing communication practices in the similar industry, and also tried to visualize how each of the practices create and maintain their targeted market segment. Also I have tried to relate their IMC practices with their brand image and strategic goal as we know integration of all IMC tools creates a brand image and drives a brand towards its strategic direction. . One by one I have discussed and made a comparative analysis of their overall IMC practices. | en_US |
