Study On Integrated Marketing Communications (IMC) Of Kingenta Company

China has already entered the marketing era of brands, the advantage of brand becomes one of the competitive advantages for enterprises day by day. It is the key of brand and communication to how to integrate the resources of enterprises and communicate distinct image of brand into consumers through media. The Kingenta company is a fast-developing manufacturing enterprise in fertilizers, brand is the bottleneck for kingenta' s development. In order to realize the brand breaking out of the encirclement, Kingenta company has begun CRF' s project to promote the image of brand fast through IMC and set up the competitive advantage in fertilizers.According to the trend of brand and communication at present, this article is combined theory and practice based on the theory of IMC and brand, current situation of brand and communication in Kingenta company has been carried on thorough and painstaking analysis, the questions to brand and communication in Kingenta are brought forward. Under a series of integrating as the strategy , brand , products , image , communicating organization, marketing channel and so on, communicating scheme , communicating tactics and communicating step are drawn based on market survey. Through actualizing IMC , the long-term plan of brand developing in Kingenta company are made, "speak in one voice" is realized, Stakeholders & Interest Groups and communicating tactics in grades are affirmed, the best communicating scheme and communicating step are achieved.This article can be divided into the stage of integrated brand and the stage of established communicating scheme .The stage of integrated brand is to make certain "speak in one voice" , and the stage of established communicating scheme is to how to realize scientific integrated media and communicating tactics so that communicating results are reached the maximization.