Integrated Marketing Communications (IMC) is defined as both a process and a concept. It is the management or assimilation of all marketing sources or equipment designed to ensure that consumers or clients for a particular brand or service are significant and appropriate over a certain period. Examples of IMC channels or disciplines are general advertising, sales promotion, and public relations. They are formulated to provide precision and reliability to communicate effectively and efficiently to its customers or potential clients. IMC is also the method of using advertisements or promotional equipment to emphasize the service or the product and build or create a certain connection or relationship to their clients. (Marketing Management 14e, Kotler and Keller, 2012)
The Colgate-Palmolive manufacturing company is an American multinational company which produces and distributes household, health care and personal products such as soap, detergent, and oral hygiene products including toothpaste and toothbrushes. It was founded in 1806 by William Colgate who is a soap and candle maker and it was name “William Colgate & Company. The firm began selling individual cakes of soap in the 1840s and when William Colgate died the company was restructured as “Colgate & Company” under the management of his son Samuel Colgate. They then introduced and developed a perfumed soap and toothpaste in jars and in tubes.
In 1898, B. J. Johnson developed a formula for soap made from palm oil and olive oil and name the company after it which is Palmolive. At the start of the 20th century, Palmolive was the world’s best-selling soap. Wide-range of promotion and advertising included radio programs and later on became sponsor of soap operas.
Colgate-Palmolive became involve in many community events and services. They also participate in sports and volunteer in environmental awareness. The company is also providing scholarships and donations to the less fortunate and deserving students. One of their missions is to help children and families cope with pain, fear, and isolation through entertainment, activities, and education.
Analysis and Conclusion
Colgate-Palmolive is doing a great job when it comes to