ABSTRACT

The need for an dairy industries to properly coordinate and implement its marketing
communications strategies to accomplish a reasonable, reliable and focused message about
itself and its product. The study is aimed at examining the role and impact of integrated
marketing communication on dairy industries. The objectives of this research among others
are to (i) establish the level of understanding and the use of IMC by dairy industries. (ii) To
determine the use of IMC can bring about profitable and long term customer relationship (iii)
to determine if proper use of IMC can make a product compete effectively, and (iv) if proper
implementation of IMC programmes can help dairy industries to reduce cost of marketing
communications. This research adopted a convenience sampling method and structured
questionnaires distributed to respondents, which consumers of the dairy products in Delhi
NCR. Results show that respondents appreciate the use of IMC. According to results IMC
includes benefits such as cost savings; effective and efficient marketing communication
messages, sustained long term client-customer relationships, better consumer protection,
amongst others. The study shows that strategic coordination of IMC tools and the media will
produce efficient results and help the dairy industries to create brand awareness and value in
the mind and eyes of its prestigious customers.
Key Words: Integrated, Marketing, Communications, Dairy industries.

Introduction

OBJECTIVES OF THE STUDY

The need for Dairy industries to fully implement the IMC approach in order to promote their
products. The general purpose of this study is to examine the role and impact of Integrated
Marketing Communication (IMC) in Dairy industries
The specific objectives of this research amongst others are to:
To establish the level of understanding and the use of IMC by dairy industries.
To whether proper implementation of IMC programmes by Dairy Industry can reduce
the cost of marketing communications, hence having effects of reducing the
companys cost of marketing communications.
To find out whether the use of IMC by dairy producers through their advertising
agencies can bring about profitable long-term client customer relationships.
To determine whether the proper use of IMC could be a major factor in making the
products to compete effectively in the market.
To establish the level to which the use of IMC by Dairy producers can influence
customer and to continue to purchase these products in order to build strong brand
loyalty for the products.
To determine what factors to enhance or promote the use of IMC by dairy industries
and what factors that can act as barriers to the dissemination of the IMC approach into
Dairy Industry.
Scope of the Study
The study focuses on the role and impact of Integrated Marketing Communications in dairy
industries. The study will be limited to consumers of dairy products.
The geographical scope of study is limited distribution of questionnaire to consumer
respondents, the distribution is restricted to Delhi (NCR).
Functional scope of this study is to identify role of IMC and which tools should dairy
industries should adopt strategic coordination of IMC tools and the media will produce
efficient results and help the dairy industries to create brand awareness and value in the mind
and eyes of its prestigious customers.
LITERATURE REVIEW
Lawrence et.al. (2015):- the intention of paper into discover and empirically test the
knowledge gap exit with regard to the role that IMC plays in enhancement of SMEs
growth. Sample size accepted 374 SMEs and it is based questionnaire method.
Kitchen et.al.(2004):- IMC strategic approach to cooperate communication that
entails the coordination of all company communications to present a harmonious and
consistent message to consumers and publics.
Stommerjhon et.al, (2005):- through IMC, companies use multiple promotional tools
the garner a positive response that is a greater than the sum of separate expected
response. IMC is a systematic process of communication in which there are all types
of synergy that will inevitably drive the acceptance and use of integrated marketing.
Telrandha et.al. (2010):- This paper examines the emergence of integrated marketing
communication (IMC) that has significantly influenced thinking and acting among all
types of companies and organisation facing the relation of competition in present
economy. The challenges of scope of IMC with the context of strategies
implementation and audit have also been discussed.
Fatehi et.al. (2010):- Integrated Marketing Communications (IMC) are known as one
of 4Ps marketing mix elements. In this paper studies are: publicizing, deals
advancement, advertising, individual offering and direct promoting. The review
embraced a spellbinding and co relational approach. Information was gathered in light
of library research and in addition a poll. The measurable populaces of study comprise
of 49 lodging supervisors alongside 317 vacationers. To gauge the dependability of
the survey, 30 polls were directed among visitors and it was accounted for 93% by
analysts. The SPSS uncovered that all of five essential variables of Integrated
Marketing Communications (IMC) have a huge association with engrossing visitors in
Kish Island.
McDonald et.al. (2010):- This paper concentrates on coordinated promoting
correspondence (IMC) and brand way of life as basic segments of the association's
image value procedure. In particular, the creators give a brand value technique
schematic that subtle elements (1) the part of IMC in making and keeping up brand
value, and (2) the part of brand character in advising, controlling, and creating,
sustain, and execute the association's general IMC methodology. The creator gives an
applied system testable research suggestions toward IMC hypothesis improvement. At
last, an exchange of suggestions for scholastics and experts is given, and open doors
for future subjective and quantitative research are proposed.
Kerr et.al. (1998):- IMC is a standout amongst the most questionable regions of
promoting instruction amid the previous decade. While numerous meanings of IMC
 have been advanced, concurrence on the teaches develops stays uncertain. The center
of future authenticity of IMC lives in the improvement of a surge of research that
creates hypothesis and strategies for assessment of IMC viability. This paper audits
over a time of research on IMC adequacy, recommends where the field is heading,
and distinguishes future bearings for IMC inquire about.
Imamet.al. (2011):- Globalization remains a key constrain in driving Indian economy
and India's dairy industry productsacknowledge the requests and inclinations around
the globe bythe buyers. New objectives like creation frameworks issuessuch as
creature welfare and ecological impression, and alsoproduct quality properties, for
example, traceability and productsafety. Dairy agriculturists require quick answers for
hold theircompetitiveness and access to worldwide markets and for this weneed
advancement which is critical that the business maintainsa bound together approach
and adjusts to the changing way of thepeople included. Be that as it may, with
expanded weight on neighborhood andcentral government on ecological
administration, there isneed to select extra and more talented individuals into the
dairyindustry. The more extended term accomplishment of the dairy business
willdepend on drawing in and holding gifted individuals and growingthese people
utilizing successful abilities improvement programmesespecially to market techniques
division. So this paperpresent promoting Strategies which concentrate on the activities
thedairy industry needs to take to impact noticeable from thedairy cultivating
framework to the world.
Naeem et.al. (2013):- Integrated marketing communication (IMC) is being
practicedworldwide at very large scale. The motivation behind this survey paper is to
upgrade the comprehension of what is IMC, its effect and the distinction betweenIMC
and conventional promoting correspondence. Incorporated advertising
correspondence is shopper situated approach instead of authoritative arranged that
spotlights on hierarchical needs. IMC is performed as they say as opposed to in
isolation.IMC is related with some positive outcomes like brand mindfulness,
consumer loyalty, mark unwaveringness, positive brand picture, one of a kind brand
association,greater gainfulness, expanded deals and cost reserve funds. IMC has
significant effect on hierarchical execution and brand equity.There are a few
hindrances to fruitful usage of IMC program.
Madhavaram et.al. (2013):- This paper presents incorporated promoting
correspondence (IMC) and brand way of life as basic parts of the association's image
value technique. In particular, the creators give a brand value system schematic that
points of interest (1) the part of IMC in making and keeping up brand value, and (2)
the part of brand character in educating, directing, and creating, sustain, and execute
the association's general IMC procedure. The creators additionally give a reasonable
system testable research suggestions toward IMC hypothesis improvement. At long
last, an examination of suggestions for scholastics and professionals is given, and
open doors for future subjective and quantitative research are recommended.
Griffin et.al. (2004):- In this exploratory investigation of incorporated showcasing
correspondences (IMC), we unite social and value-based information, and deals and
advertising perspectives, to examine whether firms can improve their position in the
market as far as both promoting focused and deals based execution benchmarks. This
article looks at, in a business-to-business administrations setting, the connections
between gathering different sorts of client exchange and social information, client
information quality, and two sorts of specialty unit execution. The main kind of
execution is a more conventional deals situated metric of offers arranged business
development, development in deals, and net salary. The second sort is a less
 customary promoting focused metric, called showcasing focused client execution, a
summed measure of standard for dependability, share of wallet, lifetime client esteem,
and return on investment (ROI). A broad survey of various sorts of exchange and
social information created two distinct classifications of exchange and relationship
data.
Reid et.al. (2013):- Demonstrating the estimation of the integrated marketing
communication (IMC) prepare in its connection to brand outcomes, such as brand
awareness, brand loyalty, and sales, are critical issues.. The exploration displayed in
this paper utilizes an altered variant of the Duncan-Moriarty IMC mini-audit (Duncan
and Moriarty 1997) to look at the connection between the IMC procedure and brand
results. Information were gathered from supervisors in both shopper merchandise and
customer administrations associations. Comes about show a positive connection
between the execution of the IMC procedure and brand results, and give support to
further research to approve the discoveries. It was likewise found that IMC is utilized
more in organizations with a market introduction, and in those that experience an
abnormal state of rivalry.

RESEARCH METHDOLOGY
Research is a precise look for knowledge, skills, attitudes and values, and the re-
understanding of existing knowledge, skills, attitudes and values. Research refers to the
organized, structured, and purposeful attempt to gain knowledge about a presumed
relationship. Research is characterized as the utilization of methodical and logical strategies
and techniques in quest for reply to questions brought up in an investigation of a trial. It is
concerned with get-together of information that can help the specialist to answer inquiries
concerning different parts of the general public and in this way can empower the scientist
comprehend issues in the general public. The research method is connected to problem
statement and goal of the research. It is an attempt to define activities involved in the
research. This study contains the methodology, the research design, population size
determination, sampling procedure and instruments, data collection and method of data
analysis.
Research methodology is regarded is viewed as the way toward landing at reliable answer for
issue through goals, arranged and precise gathering, translation, examination and detailing of
information and data. This study uses descriptive research using a mixture of survey and ex-
post facto methods. A descriptive study the primary goal is to assess a sample at one specific
point without changing conditions or casual statements.
RESEARCH DESIGN
Research design is the step by step in which the research is carried out. It is actually a plan
that guides the researcher in his or her data collection, and analytical phases of the research
work. This involves operationalization of variables, sample size determination, sampling
techniques adopted in this work, sources of data, instrument used in testing the variables.
This research used a mixture of survey and ex post facto research methods. Survey method
involves the use of structured questionnaires, which were designed to obtained information
from respondents while ex post facto was used to obtain needed information from the works
of past researchers.
There are two types of research design. They are:-
 Exploratory research design: - It is flexible in its approach and it involves
qualitative data and investigation. It is simplest and most loosely structured.
Conclusive research design: - It is well structured and systematic in design. It is
quantitative in nature. It is further divided into two parts :-
Descriptive research design
Causal research design

In this research paper descriptive research design is used as it provides a comprehensive and
detailed explanation of the phenomena under study.
Sources of Data
In this research paper we have use two types of data collection:-
Primary data: - is original, problem and project specific data. The authenticity and
relevance of data is high. During survey the primary data collected from structured
Questionnaire. In this survey method a questionnaire is personally given to the
respondent from the selected sample with a request to answer the questions and return
the questionnaire. A questionnaire consists of number of questions relevant to the
research problem, printed or typed in a definite order on the form or sets of forms.
Secondary data: - is not topical or research specific and collected by some other
research investigators. It can be collected quickly by decision maker in short span
time. Secondary data collected from various magazines, internet and various books.
For the collection of secondary data various articles and researches from news
journals, company internal records, and personal researches relevant to the research
problem have been included. All the findings and conclusion obtained on the survey
done in the working area. With the limit, I tried my best to select the sample
representative of the whole group.
SAMPLING TECHNIQUE
Convenience sampling was used to obtain data. This type of sampling is chosen purely on the
basis of convenience and according to convenience. The total sample size was 30 respondents.
QUESTIONNAIRE FORMULATION
The questionnaire is designed to identify the dealers satisfaction level which is structured a
questionnaire. The questionnaire is provided to dealers under the guidance of the researcher,
who are then expected to read, understand and tick down the reply in the space meant for
answering various questions in the questionnaire itself.
SCALE OF MEASUREMENT
This is designed to collect information on the use of Integrated Marketing Communications
dairy industries products. The questions were formulated so as to elicit information on the
effectiveness and relationship between the use of integrated marketing communications in
dairy products. Five Likert-scales questions, which range from strongly agree to strongly
disagree were used (strongly agree=5, agree= 4, undecided= 3, disagree= 2, strongly
disagree=1). This was used to reflect the agreement of respondents on the statements posed to
them in the questionnaire.
METHOD OF DATA ANALYSIS
In these research paper techniques that were used is exploratory and classical data analysis. In
this paper there is mixture of graphical and quantitative techniques is used. In this paper
tabular analysis and percentages is also done. This is for organizational clarity and
hypotheses testing.
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
The main aim of this study is to look at the role of Integrated Marketing Communications in
Dairy Industries. This paper discusses the findings of the hypotheses raised and tested in this
study. The results of this study presented were discussed. The hypotheses expressed for the
review guided the plan of the examinations. This is trailed by conclusions that were drawn
from the discoveries. Proposals and recommendations for further reviews were incorporated.