A comparative analysis of the Integrated Marketing Communication (IMC) tools used by four successful beverage brands in Bangladesh

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.