Integrated Marketing Communication of Stihl Holding AG & CO. KG
Integrated Marketing Communications (IMC) represent a concept in which all the elements of marketing mix are coordinated with the marketing strategy in order to reinforce what each is saying and to prevent customer confusion from conflicting messages (Winer & Dhar, 2011, p. 281). The elements of the marketing mix that are affected by the IMC are: Advertising, Direct marketing, Sales promotions, Publicity/Public relations, and Miscellaneous communication activities.
This paper will make an overview of the Integrated Marketing Communication made by Stihl Holding AG & CO. KG, a company that is number one selling brand of handheld outdoor power equipment for: Forestry, Landscape maintenance and Construction industry . The company has more than 12.000 employees around the world, and their products are sold exclusively by specialist dealers that also provide servicing. The Stihl sales organization consists of 32 Stihl-owned sales and marketing companies and approximately 40,000 specialist dealers in more than 160 countries in the World (Annual report, 2011, p. 54).
Stihl Holding AG & CO. KG, IMC Elements
In order to analyse Stihl's IMC, first the target market of the company must be determined. According to the company's Annual report from 2011, the target markets of the company are: "Anyone that works in forestry or agriculture, in landscape maintenance or construction - or anyone who expects the highest standards as a private user - knows Stihl and valuates its brand promise: first class quality, customer orientation and innovation" (p. 2). Taken into consideration the size of the company, its target market, and its wide-spread, the conclusion can be drawn that the company must have different ways of marketing in different part of the world, but yet it must convey a sole message that