Managing the Integrated Marketing Communications: A Case Study on CEMS-Global

Abstract

The number of exhibiting and event management firms in Bangladesh is increasing day by day. The competition among these firms is very acute. So they always try to distinguish themselves by providing proper messages to the people in a right way. So they are using the various Integrated Marketing Communication (IMC) tools to communicate with the clients as well as the mass people. Here the purpose of the study to evaluate the integrated marketing communication (IMC) process of CEMS-Global, a firm involved in managing exhibiting and events for the clients.

CEMS- Global is the leading exhibition organizer in Bangladesh which is running their business since 1992. They organize more than 40 exhibitions at home and abroad annually on different sectors like textile, power energy, construction related sector, food and agro based sector, medicine sector and commercial automobile sector etc. This report is mainly focused on the tools and techniques of IMC used by the CEMS Global and how effective these tools and techniques are for the company.

They used different IMC tools to give the proper messages to the desired client and also getting different ways to promote their events. They use both ATL (Above the Line) and BTL (Below the Line) processes to promote their events and now they are starting to use TTL (Through the Line) process. CEMS-Global are using different media for advertising, billboard and they organize a press conference with all media before each and every exhibition for the sake of creating the strong brand image for the clients they serve.

CEMS-Global need to focus on Television Commercials (TVC) now. New and innovative ideas and exhibitions are being launched nowadays. If they do not make them more unique from their competitors, it will be harder for their future to survive and thrive in this industry.