| Marketing communication has been changing significantly in theory and practices in 21 century with society innovation. More and more marketing managers realize that they must take the profitable responsibility when executing advertising and other marketing activities. "Integrated Marketing Communication" was brought out by famous American professor Tang.Suerci in 1992 which is built on marketing practices in developed market. It also brings new concept to marketers.Nu Skin China is a direct-selling company which faces the big challenges from both competitors of traditional and direct-selling industry. This essay discovers how Nu Skin launches Galvanic Spa successfully with IMC theory and achieves high sales value with lower communication expense.This essay firstly conducts a brief introduction of IMC theory, then followed with industry analysis and the main communication problem in Nu Skin. After that, the essay gives PEST and SWOT analysis of Nu Skin and its new product Galvanic Spa. Based on this analysis, the essay discovers how Nu Skin proposes and conducting IMC to launch and promote Galvanic Spa with full usage its advantage and company resources. Finally, based on analysis of IMC scheme, critical issues are pointed out and constructive suggestions are provided to Nu Skin for the further perfect IMC plan. |
