Nabisco, Inc. is an international manufacturer of biscuits, snacks, and other premium food products with global revenues of $8.27 billion (Nabisco 2001). With three subsidiaries and 50,000 employees in 85 countries, integrated marketing communications (IMC) has become increasingly important for Nabisco to enhance its long-term relationships with customers instead of focusing on one-time transactions. As the Director of Sales Systems at Nabisco, Inc., Ray Paul, maintains, ôUsing current messaging and collaboration technologies to ensure efficient customer and distributor-driven communication is an integral ingredient in ensuring we meet our customers needs and maintain our market position,ö (Nabisco 2001, 1).
The aggressive and preplanned implementation of a complete Marketing Mix to increase revenues at Nabisco entails the selection of multiple marketing communications channels to convey their business message to consumers. The main goal of such a Mix for Nabisco is to use both active and passive mechanisms to reinforce the number of times that consumers perceive they remember the company, or the impression rate. IMC meld a number of different marketing processes in a cohesive manner at Nabisco in order to support high-quality long-term relationships, enhance existing marketing efforts and customer service, and improve the effectiveness of global marketing efforts. The main goal of using IMC is to coordinate a number of marketing messages and activities in such a way that the mix of tools and processes convey a message to consumers synergistically.
The following Marketing Mix Model is utilized by Nabisco to achieve these goals:
Active/Passive Web Site Crosses all boundaries in
passive/active communications.
Freedom by potential consumers to
Active Direct Sales Direct contact with consumers.
Increases rapport, leads to new
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