The Success of the Coopers Brewery Ltd

Introduction

As a company which have survived for more than one hundred years, the holding on to the family nature of the firm and the premium nature of the products is vital for such a miracle. The success of the Coopers relys on the wonderful utilization of IMC(integrated marketing communications). Through this marketing approach, a consistent message about the charateristics can be passed to customers by all promotions tools,such as mass media advertising and publicity. Study the Coopers case we can find the reason why it can succeed in the changeable commercial environment and provide implications to the other company that face the same problems.

Body

1.the role of IMC in Coopers Brewery's overall marketing strategy

1.1. The definition of IMC& marketing strategy

Don Schultz of Northwestern University has defined the IMC as follows :

Integrated marketing communication is strategic business used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers,customers, prospects,employees,associates and other targeted relevant external and internal audiences.(Don E.Schultz,2004)

Such marketing approach use all forms of promotion to convey a consistent message and achieve maximum communication impact. It requires company to communicate with all stakeholders in a more effective and efficient way. By applying such method as ongoing strategic business process rather than take it just as a tactical integration of various communication activities, the synergy effect may be realized.

Marketing strategy is the decision being made about how to plan and coordinate the limited resources, when employing the marketing mix elements, to achieve a desired result in the markets served. ( Kotler, Adam, Denize & Armstrong, 2008)

1.2. The role IMC played in the marketing strategy

The primary role of IMC in marketing strategy can be taken as promotion to customers and the trade to build and...