Integrated marketing communications (IMC) is the use of marketing strategies to optimize the communication of a consistent message of the company's brands to stakeholders.

1. A STUDY ON EFFECTIVENESS OF INTEGRATED MARKETING
COMMUNICATION ON CONSUMER ATTITUDE TOWARDS MEN’S
SHIRTING AND SUITING WEAR AT CIPCO TEXTILE PARK
CALICUT
PRESENTED BY
SAHAD SALMI PS
14YACMD 167
Under the guidance of
Mr. VISHWANATHA
Assistant Professor
Center for Management Studies

2. Industry profile
 Indian cloth industry is among the eldest and biggest sector in Indian economy. In
terms of output, investment, employment and contributions to GDP the Indian
textile industry become crucial to Indian economy
 The estimated global value of clothing and textile industry is to be worth about
US$ 4,395 billion and present global trade in textile and clothing industry is
around US$ 360 billion
 Leading garment producing countries are China, US, Mali, Panama, India
 India’s presence in the worldwide market is significant within the areas of
materials and yarn
 India is the most important exporter of yarn within the global market and has a
share of 25% in world cotton yarn exports
 India accounts for 12% of the sector’s production of cloth fibres and yarn

3. CIPCO Textile Park
 The CALICUT INTEGRATED POWERLOOM (IND.) CO-OPERATIVE SOCIETY LIMITED.
KOZHIKODE
 It is a Hi tech weaving coloring and pieces of clothing undertaking executed by the
Government of Kerala.
 It is Incorporated at 1998
 CIPCO is started by Kerala Govt. with incorporation of industries and welfare Dept.
(SUSHEELA GOPALAN minister of industries and welfare 1996-2001)
 MACHINERY
Semi-automatic power looms 72” width:40 no’s
Shuttle less flexible rapier weaving looms 250cm width:4 no’s
High-speed shuttle less terry RAPAIR looms 90” width:3 no’s

4. Statement of the Problem
 CIPCO does promotional movements to lift their earnings
 The manufacturer makes use of quite a lot of promotional events to keep its brand image among
the many customers
 IMC blends more a few promotional instruments and communication/advertising/promoting
services and approaches to maximize profit Strong
 IMC messages and photos are meaningful and valuable to consumers, and messaging and
branding consistency - a tested IMC concept - yield client pleasure and loyalty.

5. OBJECTIVES OF THE STUDY
 To find out the effectiveness of integrated marketing communication of CIPCO
 To identify the marketing channels that performs well and also those which do not meet the
target customers
 To analyze the effectiveness of each marketing tool used by the company and to find the best
one
 To assess the level of brand awareness of CIPCO among the customers
 To learn various communication tools and its effectiveness in contemporary time

6. NEED FOR THE STUDY
 Advertising and other types of promoting are a essential a part of the advertising and
marketing process in most businesses
 Over the past decade, the sum of money spent on promoting, marketing, direct
advertising, and other forms of advertising exchange has multiplied enormously across
all the sector
 The important task of advertising is to combine the 4 controllable factors, often called
the advertising and marketing combine (4Ps)
 Integrated marketing conversation is foremost now not only for business to trade
advertising but additionally for direct interaction with customers

7. Research design
SAMPLING
Sampling method chosen is Convenient sampling
100 samples were used to collect data
The study is a descriptive research
TOOLS FOR DATA COLLECTION
 The tools for data collection involves the following.
Questionnaires GOOGLE Form Pie charts Bar diagrams

8. SUMMARY OF FINDINGS
 With the available data study find that television and internet is most powerful tool for
attracting wide range of customers to CIPCO
 Most of the respondents were supported sales promotional efforts and advertisement is
the two medium which create significant contribution to the company’s growth
 In the total number of respondents almost everyone is chosen that CIPCO is the favorite
brand and the main competitor for CIPCO is KITEX it is cochin based garment company
 CIPCO advertisements are doing pretty good job in the market almost more than 80% is
accepting that fact and street ad’s and public space advertisement also doing well
 IMC efforts of the CIPCO is really effective with customers opinion and the available
data’s are accepting that fact

9. SUGGESTION TO THE ORGANIZATIONS
 The company is doing good at marketing efforts even though some of the area needs to concentrate for
further improvement in their business like company should be active in social media presence and
shirting design should be fit to female customers to
 Modern marketing tools are the one thing which can create major impact in companies profit but when
it comes to the modern marketing efforts CIPCO is seriously lacking that momentum. So the company
needs to do more efforts as early as possible to overcome that problem
 Another problem for company is public relations activities and direct marketing which are not creating
much impacts in customers purchase decision. So the company can appoint a PR executives to handle
customer relation management
 Majority of the customers are youngsters, so in order to retain them the company should create more
youth oriented designs and women’s are not much attracted with CIPCO shirting and suiting so it should
be overcome. For that company should address the ladies more with advertisements

10. CONCLUSIONS
 Integrated marketing communication is one of the important tool for attracting a huge amount of the
customers
 Especially when it comes modern business world competition is in the peak everyone is fighting each other to
improve market share as well profit
 So no one can’t go back and stay in their traditional way of addressing the customer because if you don’t do
somebody will be there to do that for the customer as a result of this the company will lose customer.
 The company should retain that new customers as well as must try to attract new to the company for future
benefits
 The important IMC tools which is adopted by CIPCO is Sales promotions activities, Public relations activities,
direct marketing, Advertisements. This are the major promotional techniques used by CIPCO. Almost every
marketing efforts is responding very well
 The company needs to concentrate on modern tools like email marketing, social media marketing and the
other areas

11. THANK YOU