De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Recommendation on selection of MK communication channels for IMC strategy for Numastec Coatings

Rechten: Alle rechten voorbehouden

Recommendation on selection of MK communication channels for IMC strategy for Numastec Coatings

Rechten: Alle rechten voorbehouden

Samenvatting

This report provides practically-oriented recommendations regarding the selection of MK
communication channels for designing IMC strategy by implementation of which Numastec
Coatings will be promoted on the Dutch B2B market. IMC strategy is being defined as a form of
marketing organization and planning , pursuing different goals and tasks but in the same time is
retaining strategic elements congenial with the overall objectives. The client is the management
of Hollander Scholtens B.V represented by Ron Huisma and Fred Oldenhuising, who are
preparing distribution of Numastec Coatings in the Netherlands. The product is represented by
innovative eco-friendly Termoberial coating, which is going to be introduced in the Dutch B2B
market. As a dimension of the research 2 field of studies were determined: B2B
communications and IMC tools. In order to find out the most appropriate MK Communication
Channels in perspective of B2B environment, the expectations of Construction companies
representatives’ and B2B Sales professionals’ had been analyzed, furthermore, they were
compared to the knowledge within the field of B2B and Integrated Marketing Communication
tools. The findings were derived from the conducted in-depth interviews and literature review.
The results define 6 Marketing Communication Channels and methods, such as network,
professional magazines, direct sales, exhibitions and website to be the most effective in terms
of promotion of IMC strategy for Numastec Coatings. Nevertheless, the empirical findings show
that Dutch B2B sales professional, working with Industrial market, places the biggest value to
the Networking, doubting the effectiveness of classical promotional tools. The
recommendation itself provides basic IMC strategy focused on the Channel strategy for
Numatech Coatings. It integrates the above-mentioned communication channels in the
coherent strategy in order to pursue the initial promotional objectives.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media (tot 20 oktober 2017)
Jaar2014
TypeBachelor
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk