Research On Integrated Marketing Communication Strategy Of Sanyuan Dairy Company

After the crisis "the melamine incident" in 2008, the dairy industry is facing a new situation:consumers lack of confidence in dairy consumption, and lack of sufficient trust in domestic dairy; the dairy industry is recovering slowly thanks of the efforts made by government and enterprise, and some dairy enterprises try to hunt for new growth. At the same time, the enterprise we research is facing a perplexed situation:it becomes famous because of favorable product quality; it is bearing the pressure of profit and setting brand up; brand influence and scale of channel is far from the strategic goals of building a national brand. In this situation, Sanyuan dairy firm launched a series of Integrated Marketing Communication (IMC) activities after acquisitioning Sanlu dairy group. We wished that we can propose reasonable suggestion to help Sanyuan firm to enhance efficiency of Integrated Marketing Communication after the analysis and discussion of the case. We also hope that the program we propose can be used by other dairy enterprises after the discussion of IMC theory and market activities of Sanyuan dairy firm.In this paper, we analyze the present market situation of dairy industry and use case study method to research market activities of Sanyuan firm. We presente IMC advice of dairy industry in present situation, and then we analyze and evaluate IMC activities of Sanyuan diary firm in Hebei market place in 2009. We chose MengNiu dairy firm as a model and introduced the theory of Event Marketing and give some guiding principles.Through case study, we draw some conclusions of dairy enterprise's marketing activities:in the aspect of IMC activities, marketing communication tools should be guided and combined by topic public relations activities or Events marketing; in the aspect of new product designing, company should establish the brand image by developing proprietary product and occupy market share by supplying popular products; in the aspect of sell channels, developing multi channels are encouraged, but building their own channels is not economy; in the aspect of advertising topic, company should find their own core advantage and express it clearly.