A study on the emergence, importance and

practice of integrating marketing

communications within SMEs
K M SWATI KUMARI
SEC: B

INTRODUCTION

The marketing of products and services and the ways in which

communication takes place with customers and consumers in
advanced industrial nations has changed tremendously over the
last two decades.

Technological revolutions and innovations such as the Internet

and mobile phones now affect many millions of people.

SMEs and the development of SME sectors in national

economies is an important element of political and public policy
life.

SIGNIFICANCE OF STUDY

This is done to know about the extent to which SME

managements engage in integrated marketing communications
and how they implemented it and when it became important to
them.

This is done to study about communication and how it helped

SMEs.

This is also done to know about IMC and importance of it for

SMEs

OBJECTIVES OF STUDY

1.

To explore current perceptions of SME management.

2. To explore the extent to which changes in the marketing

environment have impacted on ways SMEs.
3. To identify potential obstacles impeding progress in
developing or implementing IMC.

SCOPE OF STUDY
The

main aim is to study about the emergence and

importance of IMC in SMEs.

This

is also done to know how IMC is practiced in

SMEs.

This

is also done to know about how it has influenced

SMEs and helped SMEs to grow.

RESEARCH METHODOLOGY
We applied

an audit approach to identify and quantify

potential problem areas and to uncover potential
opportunities which if implemented could improve the
level of SME marketing performance

The

qualitative data amassed from the

transcription of the in-depth interviews was
collated and inductively analysed and interpreted

LIMITATIONS OF STUDY
During

collection we have to face several limitations

like
1.

False information

2.

Lack of cooperation

3.

Time consuming

4.

Unavailability of data

IMPLICATION OF STUDY
After

conducting a deep study on this will help to know

about how IMC influenced SMEs.

This

will also help to know how it is working in SMEs

and to know about its usability in market.

This

will also help to solve the drawbacks of IMC and

will help to develop it according to todays demand.

SCHEME OF CHAPTER
CHAPTER

1 INTRODUCTION

CHAPTER

2 REVIEW OF LITERATURE

CHAPTER

3 METHODOLOGY

CHAPTER

4 ANALYSIS AND INTERPRETATION

CHAPTER

5 CONCLUSION AND
RECOMMENDATIONS

QUESTIONNAIRE
I student of Smbhar school of management pursuing MBA 2 nd sem carrying a study
on A study on the emergence, importance and practice of integrating marketing
communications within SMEs as a part of curriculum requirement. I would like to
collect some information from you the information given by you will be kept
confidential and used only for academic purpose
GROUP-A
1. NAME2.GENDER:

MALE

FEMALE

3. AGE: >18 18 to 25 25 to 30 30 to 40 <40

4.EDUCATION: HSC
5. OCCUPATION:

Graduation Post Graduation Professional

Students Employs

6. MONTHLY INCOME

> 5000

5000 to 15000 15000 to 25000

<25000

GROUP-B

1. Marketing Communication leads to guaranteed business

2. We could not survive without marketing communication
3. We are doing well without marketing communication
4. We need more help with marketing communication
5. Marketing is needed for the growth of our company
6.Which of the following types of integrated marketing communications tools are
used in your business
7.Which of the following factors influence the use of an integrated marking
communications mix in your business?
8. Which kind of skills seem to be most required by your business?

HYPOTHESIS

H = SMEs do demonstrate operational efficiency

H = SMEs do not demonstrate operational efficiency

THANK YOU