Integrated Marketing Communication (IMC) Strategies Thesis

" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a certification and profile reflecting the qualities of its China Badminton Team counterpart" (FedEx China, 2009, p. 2). In addition, FedEx China also maintains a presence on Twitter that features up-to-the-minute promotional material and information about the company. Finally, FedEx China has joined with the Greennovate Foundation as well as the Chinese Badminton Team to promote the environmentally responsible "Green Life" concept among Chinese students (FedEx China, 2009).

Conclusion

The research showed that FedEx Office is a multinational corporation competing in 11 countries including South Korea and China. The company's growth has been attributed in large part to its focus on delivering high quality products and services and creating a well respected global brand. The research also showed that the company was among the first to use the concept of integrated marketing communications to promote its wide range of products and services and it has become a model of best practices for others to follow.Finally, the research was consistent in emphasizing that the savvy marketers at FedEx Office understand their target market and have taken steps over the years to communicate their message in innovative ways that have helped fuel the company's growth in these two Asian countries.

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