A Study On Integrated Marketing Communications Plan Of Jiahe Moon Cake

Since 1990, the Integrated Marketing Communications (IMC) have already become a current trend in the advertisement field and become a powerful weapon for advertisers to ensure successful marketing. So IMC has received increasingly more attention both in theoretical research and business, and has developed impressively fast.This article first presents a comparative analysis of IMC frame and the five different standpoints, advances the view that IMC is a communication mode which should be based on consumers' needs and which can collocate all kind of communication resources and bring win-win value for both consumers and advertisers, thus attaining the best effect of the input/ output of communicat ion, as well as the best overal 1 impact. The author of the article maintains that the best effect of IMC relies on five operation characteristics and seven integrated tools, that is to say, advertisement, sales promotion, direct marketing, personnel sales, public relationship, activity marketing, CI and product package.Then the article examines the macro and micro environment Jiahe Moon Cake was in during the IMC plan and analysis, analyzes its strength, weaknesses, opportunities and threats, and puts forward the proposal that the IMC strategy should be followed to overcome the common problems in moon cake marketing. In traditional moon cake marketing, business owners pursued a short-term performance. For example, they often simply seized many small markets, then made profit in hot selling during a short period, and then offered discounts or dumping prices at the end of themiddle auturmn festival, etc. The business owners would only focus on their short-time profits and would be reluctant to take customer-oriented strategy, to secure consumers' loyalty and cultivate markets according to the ideas of IMC theory.Finally, the article expounds in detail on the overall concept and the seven parts of IMC strategy of Jiahe Moon Cake this year, and introduces the main process of identification, implementation and evaluation of IMC. After all these analyses, a decision had been made to consistently popularize Jiahe' s image as "Jiahe moon cakes care for you with choice materials, meticulous baking skills and sincere service" . Three months later, the IMC operation had earned consumers' satisfaction and achieved sound economic performance, and had also considerably promoted its brand property. The ten anniversary celebration ceremony and the marketing promotion known as "Moon Cake King" , in particular, had built up Jiahe Moon Cake' s expert image and had distinguished itself among its many rivals. The article also establishes the operation process of the IMC of Jiahe Moon Cake and studies the seven concrete methods to integrate, including USP, Media Mix, Merchandising System, affairs marketing, to mold expert' s image, and so on. In addition, it introduces a new marketing method into the moon cake industry, a method that combines OEM with mass customization.The IMC plan had incarnated two basic characteristics of the IMC theory: 1) Leading tropism of strategy, that is to say, the guide of this IMC activity was the taget consumers of Jiahe Moon Cake, and the IMC deployed a series of activities to appeal to the customers' mentality. 2) Continuous tactics: the IMC had employed seven different communication tools to popularize the relative information, to maintain the consistency of the facts in communication. This IMC had testified the real value of IMC in application and had provided a theory and an operation sample for the moon cake or even the food business enterprises.