Integrated Marketing Communication Tools And Marketing Performance Of Champion Breweries Plc, Uyo

ABSTRACT

Marketing communications has become one of the major strategies to achieving marketing performance in the breweries industry. It is on this background that the study investigated the effects of integrated marketing communication tools on the marketing performance of Champion Breweries Plc, Uyo. The study adopted a survey research designed and questionnaire was used to collect data for the study. A sample size of 122 respondents drawn from a population of 174. Simple linear regression and correlation models were used to test the hypotheses. It was discovered that integrated marketing communication (IMC) has positive effects on marketing performance of Champion Breweries Plc Uyo. Specifically, advertising has positive effects on sales volume, personnel selling has positive relationship with profit abilities and public relation has positive relationship with the company' s market share in the breweries market. It was recommended that the company should integrate this communication tools in the right proportion so as to achieve and sustain marketing performance over time.