INTEGRATED MARKETING COMMUNICATION (IMC) FOR SAINSBURY IN JAPAN

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Integrated Marketing Communication (IMC) for Sainsbury in japan

Integrated marketing communication (IMC) is a marketing mix paradigm that has revolutionized how businesses are conducted in a highly competitive market space. Madhavaram et al. (2013) indicate that the previous marketing model of 4Ps: promotion, price, place, and products, was limited to immediate aspects affecting the performance of a firm. The IMC approach adopts new market strategies in the view of best business practices. Sainsbury is a large multinational retailer dealing in several classes of assorted products, mostly within the food industry. Implementing a proposed IMC strategy will enhance the company to gain a larger market size and collaborate with more partners.

First, Sainsbury can implement the idea of IMC to ensure all communication channels are liked to facilitate quick penetration in the market. According to Madhavaram et al. (2013,...