DRIVING BRAND SUCCESS IN THE ORNAMENT INDUSTRY THROUGH STRATEGIC IMC IMPLEMENTATION
Dr. Archi Dubey
Assistant Professor, Faculty of Management Studies, The ICFAI University, Raipur, IndiaAbstract: The objective of this research is to explore and provide actionable recommendations for implementing Integrated Marketing Communication (IMC) tools to enhance brand performance within the ornament industry in Chhattisgarh. The study draws upon insights from previous research on the benefits and significance of IMC strategies and their components, including Sales Promotion (SP), Advertising (ADV), Public Relations (PR), Direct Marketing (DM), Personal Selling (PS), and Social Media Marketing (SMM). These IMC tools are examined in relation to key brand performance indicators such as Brand Awareness, Brand Loyalty, and Perceived Quality. By analyzing their impact and relative importance, this study offers tailored suggestions to decision-makers in the ornament industry for effectively utilizing IMC tools as part of their marketing and promotional strategies. The findings aim to guide industry leaders in fostering stronger brand performance, improving customer engagement, and ultimately driving long-term business growth.
Keywords: Integrated Marketing Communication, Brand Performance, Brand Loyalty, Perceived Quality, Brand Loyalty, Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Social Media Marketing.