Study On The Application Of IMC In The Marketing Of SG Capsule

Integrated Marketing Communications (IMC) is a kind of new marketing ideas advanced by Professor Don E Schultz in 90's of 20^th century in America.Compared with the old ideas of communications, IMC have the characters below, focusing on the audiences, communicating both-way, relationship marketing, multi-mediums, integrated, cooperated, consisted and strategic. Today and in the future when the information technology develops highly and the superiority on the differences of product design, production, quality and prices between different companies is losing, Professor Schultz and many CEOs of transnational corporations believe that only the current of materials and communications will be the weapons for competitions.In spite that IMC is accepted by many corporations in China and other countries and is used in their marketing gradually today, most studies on IMC concentrate on large enterprises, especially on transnational corporations or large enterprises in trades of household appliance, PC, telecommunication and aviation. In fact, there are many cases of IMC applications spontaneously or conscientiously in the marketing process of small/medium-sized enterprises in trade of consumer goods such as Pharmaceuticals, foods, household and personal care chemicals. But there are few studies about it now.Through the analyses on the, environment and strategy of the periods of inducting and maturing of SG capsule, and the studies on the applications and the effects of IMC in the marketing process of SG capsule, this article draw the conclusions that IMC can be used in small/medium-sized enterprises in trade of consumer goods, and we can expect these applications achieve excellent effects.Furthermore, through the study of this article, we get a kind of IMC mode that we believe it can bring small/medium-sized enterprises in trade of consumer goods some experiences and basic thoughts to help them use means and tools of IMC to save resources of the enterprises and achieve maximuin communicating effects in their marketing. In this IMC mode enterprises integrate many IMC means such as advertising, sales promotion, public relationship, people sales and surround the core of sales promotion. So, this article answers the question that small/medium-sized enterprises how to put IMC in practice preliminarily.