S/M/355. Master's dissertation. IMC and Targeting Strategies in Business to Business Markets: Case study of MAK Polyplast Pvt. Ltd. and Indian Plastic Packaging Industry

The dissertation investigates the application of integrated marketing communication (IMC) in MAK Polyplast Pvt. Ltd operating in the Indian plastic packaging (PP) market. Information is provided about the company's background, the features of the PP industry and market, the process of thermoforming, etc. The review of literature touches on the theory of IMC, the features of B2B markets, etc. The methods of research include primary data collection through interviews. Internal and external research findings are presented assessing the perceptions of IMC at MAK by customers, industry specialists and the marketing team. Recommendations are suggested about the future action plan for MAK with the focus on IMC.