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What Led Ups to Pursue an Integrated Marketing Communications Approach? What Was the Promotional Objective as It Repositioned Itself in the "Synchronized Commerce" Marketspace?

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What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the "synchronized commerce" market space?

Integrated market communication was required in order to get the maximum business out of the market. It was important for UPS to make the market understand that they are not only the package delivery company but they do so much more than just the package delivery. “Synchronized commerce” the name was given to this marketing model / market space.

The need to pursue for integrated communication market was required when UPS had to change its image in the market. It was important for market to know that there is a leading edge company which can do much more than just delivering the package. The reason of adopting the integrated market communication was to create a bridge or channel of communication between the customer/consumer and the company. Company wanted each and every customer to walk through the same journey of innovation what UPS was going through. And with this message of their capabilities was communicated to the consumer.

Promotional objective for the synchronized commerce was to get the potential business from the core market which was unaware of the capabilities of the company. Working this out was a good opportunity for the company to re-model their own shape in the market and to be known as A LEADING COMPANY in not only packaging but other benefitting solutions to any and or all businesses. To position company in different model different approaches were used which included Executive talking to the employees , US advertising program – internationally/nationally, business print –trade print , radio for the local market place as front desk/front office. All these approaches were part of the integrated marketing communication which almost took every aspect of business in to

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