Development of an Approach to Designing an Integrated Marketing Communication Strategy on FMCG Personal Care Market

Integrated marketing communications are explored in works by such authors as E. Schultz, S. I. Tannenbaum, R. F. Lauterborn, D. Picton and A. Broderick, T. Duncan, George. Burnett and S. Moriarty, Kotler, P. Lari, Terence A. Shimp, I. Lipsits, V. Sund, F. I. Sharkov, V. N. Buzin, I. M. Sinyaeva, M. R. Zobnina, Popova N. In. V. L. Musician, Vusik I. V., I. M. Karasik. The PWC study confirms that the FMCG sector is important to the use of new strategies, alternative marketing strategies, developed under the influence of marketing experience, guerrilla Internet marketing and the new communication strategy when the compulsory integration and coherence (Business Congress "top class international" and iii conference "alternative marketing: the new reality", 2010, [online]). Many authors have proved the existence of a relationship between adherence to IMC strategy and increasing revenue, market share and profits, including for the FMCG market (Copley, 2002, Chang and Thorson (2004) Naik and Peters (2009) Stephen and Galak (2012) Pauwels, Koen, Amarentia Therese Roux, Kumar et al. (2017)). However, the company did not apply the principles of integrated marketing communications. The researchers note several reasons for this: ignorance, inaction and obstruction changes within the company, and to a lesser extent, in the difficulties to achieve integration (Broderick, Picton, 2005).