strategy. For Perfumes Guyana to achieve competitive advantage in the luxury sector, the marketing department can incorporate Integrated Marketing Communication strategies to build brand awareness hence increasing market share. As such, this report analyses the challenges the company endures while executing strategic marketing campaigns and the necessary conditions needed for successful results.
The Integrated Marketing Communications (IMC) is defined by (Association, n.d.) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” The company uses limited media channels including Facebook to convey its brand message “Authentic Designer Fragrances at competitive prices” to its audience. IMC requires a lot of effort it deliver fruit results such as creating competitive advantage, boost sales and profits, build brand loyalty while eliminates unnecessary spending and time saving.
Challenges include rigid organizational structures are infested with managers who protect both their budgets and their power base. Isolate communications, data, and even managers from each other. For example the PR department often doesn’t report to marketing. The sales force rarely meet the advertising or sales promotion people and so on. Imagine what can happen when sales reps are not told about a new promotional offer