CASE STUDY

You are a new employee of a multinational company which deals with confectionery products. Its main challenge is lack of understanding by the employees of some other countries that your organization has established about IMC and the role that IMC plays in the organization. The organization has realized it cannot function effectively and efficiently having disrupted employees with not much understanding. Put another way, all employees require the mutual trust engendered by positive integrated marketing communication in order to function in a reasonable manner. Employees are not merely a collection of people who share a locality and its facilities. Employees are social organism made up of all the interactions among members and the organizationswith which they identify. As a social organism, an employee can take pride in its scenery or in its highteam spirit; it can be factionalised on the basis of who performs what, or who is well-off in organisational functionality; it can be a heterogeneous collection of people drawn together only by a common desire to fulfil a common goal.

Traditionally, employers have tended to regard their relationships with home employees as being extensions of their employee relations, thereby; having a good integrated marketing communication. The idea was that employees who were treated decently would go into the home singing the praises of their employer. Inthis traditional viewpoint, employers felt thatemployees need to be treated fairly and good orientation about the organisations activities must go down well with the employees. Employers now know that they must have more than a general concern for the efficiency and adequacy of IMC for themselves and for their employees. They have learned that they must become involved in specific employee decisions and actions concerning understanding which can attractnew businesses and holding older ones, planning for the future, and generating the enthusiasm of potential employees. You have been asked by the Country Director to organise a zoom meeting for the employees to address the following:

(a) Explain the IMC planning process to the employees in other to boost their understanding so to perform more effectively and efficiently?

(b) With the aid of a diagram, explain the IMC communication tools?

(c) Explain the roles of IMC?