Evaluating the Use of Integrated Marketing Communications in Boosting Sales: A Case Study of Nation Builders Bakery, Asaba

Abstract

The integration of marketing communications (IMC) has emerged as a strategic approach for businesses aiming to enhance sales and purchases in today's competitive marketplace. This study investigates the utilization of integrated marketing communication within the Nation Builders Bakery, Asaba and its influence on sales. Through a comprehensive analysis of IMC strategies employed by Nation Builders Bakery including traditional advertising, digital marketing, sales promotions, and experiential marketing, this study seeks to uncover key insights into the effectiveness of IMC initiatives in driving consumer engagement and purchase intent. The study was based on survey research design. It utilized a mixed method of data collection which include; Historical analysis, literature review, questionnaires and personal interviews. Content analysis of texts, journals, seminars/conference papers, official publications, magazines, newspapers and other published and unpublished works also served as source materials. The study was anchored on the theory of persuasion while the target population was the 20 staff working in the bakery. The findings of this study showed that the Nation Builders Bakery employs diverse range of IMC tactics to engage with customers across various touchpoints. Again, the study notes that analysis of sales and marketing data indicated a positive correlation between the implementation of IMC strategies and improvements in sales performance. The study provides practical recommendations for optimizing IMC practices, including enhancing integration and alignment across marketing channels, embracing digital innovation, segmenting target audiences, implementing measurement and evaluation metrics, and investing in employee training and development. By understanding the role of integrated marketing communications in boosting sales, Nation Builders Bakery can strengthen its market position, enhance brand equity, and achieve sustainable growth in the dynamic Nigerian market landscape.