INTEGRATED

COMMUNICATION [MEMBERSHIP NUMBER;38416242]

CERTIFICATE IN PROFESSIONAL MARKETING

INTEGRATED COMMUNICATION

MEMBERSHIP NUMBER; 38416242

TOTAL WORD COUNT : 6,020
TOTAL NUMBER OF PAGES: 12
Date: 5TH DECEMBER 2014

CANDIDATE DECLARATION
I confirm that in forwarding this assignment for marking, I understand and have applied CIM
policies relating to word count, plagiarism and conclusion for all tasks. This assignment is as a
result of my own independent work/investigation except where otherwise stated. Other sources
are acknowledged in the body of the text and/or a bibliography is appended. The work that I have
submitted has not previously been accepted in substance for any other award. I further confirm
that I have not shared my work with other candidates.

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TO: MARKETING MANAGER

FROM: MARKETING ASSISTANT

DATE: 1st DECEMBER, 2014

SUBJECT: REPORT ON HOW KCL UTILISES INTERNAL COMMUNCATIONS TOOLS AND ALLOCATES

RESOURCES TO DELIVER EFFECTIVE MARKETING SOLUTIONS.

CONTENT

1.0 Introduction

1a.THE ROLE OF INTERNAL COMMUNICATION WITHIN KASAPREKO COMPANY LIMITED.

1b. COMPARISON OF TWO INTERNAL COMMUNICATION METHODS USED WITHIN KCL.

1c.HOW KCL ALLOCATES RESOURCES AND IMPLEMENT WORKFORCE FLEXIBILITY TO SUPPORT

CUSTOMERS.

1d.EXPLANATION OF THE RESOURCES USED TO MANAGE INTERNAL COMMUNICATION (IC) AND THE KEY
SKILLS REQUIRED TO IMPLEMENT AND MANAGE CHANGE WITHIN KCL.

2a. KCL CUSTOMER VALUE PREPOSITION, AND HOW WE USE THE CORE, ACTUAL AND AUGMENTED
PRODUCTS ATTRIBUTES TO SATISFY CUSTOMERS.

2b. THE MAIN CHARACTERISTICS OF KASAPREKO COMPANY LIMITED BRAND AND HOW IT ACHIEVES
DIFFERENTIATION THROUGH BRANDING.

2c.THE MAIN BRANDING METHODS ADOPTED BY KCL AND OUR POSITIONING IN THEALCOHOLIC
BEVERAGE MARKET.

2d.HOW KCL POSITIONS ITSELF IN THE GHANAIAN MARKET.

3a.HOW KCL USES PUBLIC RELATIONS, ADVERTISING AND SOCIAL MEDIA AND GHACEM GHANA LIMITED
ALSO USES ADVERTISING IN THE BUILDING AND CONSTRUCTION INDUSTRY.

3b. COMMUNICATION OBJECTIVE AND COMMUNICATION TOOLS TO ENHANCE KCL’S CORPORATE

REPUTATION.

3c. INTEGRATED COMMUNICATION PLAN TO INCREASE AWARENESS OF KASAPREKO COMPANY LIMITED

BRAND.

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1. INTRODUCTIONS
The report discusses internal communication of KCL as well as how KCL allocates resources and how
resources are used to implement and manage change. The report further talks about branding and
positioning as well as how marketing communication can be used to create awareness.

1. A THE ROLE OF INTERNAL COMMUNICATION WITHIN KASAPREKO COMPANY LIMITED

Welch and Jackson 2007, describe internal communication as “...the strategic management of
interactions and relationships between stakeholders within organizations across a number of
interrelated dimensions including internal line manager communication, internal team communication,
internal peer project communication and internal corporate communication” (2007, p.184).

Staff meetings, Internal Printed news letters, Notices, intranet systems are the internal communication
which is used to communicate with KCL.

The following are the roles internal communication plays within KCL

 Internal communication can be used to satisfy the needs of our customers this is done by
persuading or encouraging our employees to adhere to the policies of KCL.
 Internal communication helps to control or prevent interdepartmental Grudges by creating
cross functional teams and interdepartmental relationships, this leads to a healthy working
environment and will help KCL staffs to be productive.
 Internal Communication helps develop the efficiency of KCL, anytime information is well p-assed
on staff work output is high.
 IC also allows KCL to respond quickly and efficiently when there are emergency issues.

1. B COMPARISON OF TWO INTERNAL COMMUNICATION METHODS USED WITHIN KCL

The communication methods used to communicate within KCL are Phone calls and Emails

Variable Communication Tool

Emails
Cost Emails are less expensive and convenience
since mass emails can been sent to all team
members at a goal.
Speed Emails are very fast when using it to
circulate urgent meetings and news, and less
expensive
effectiveness This mode of communication is relatively
effective and being used as a means to
communicate between staffs and KCL.
Uses This is used by KCL to remind them on
notices; this can be improved upon with
modern facilities and speed internet. and
process.
Phone Calls
Phone calls are relatively expensive and not
really convenience because most at times
there are hitches in the phone lines.
Is relatively time consuming using this
method of communication; this is because
our telephone calls is time consuming since
we will call each staff one after the other.
Phone calls are reliable even though there
are no it gets to staffs immediately the line
is connected.
Phone calls are also used to communicate
to staffs concerning upcoming events and it
is also used to address urgent issues.

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Convenience Staffs always want convenience and emails Phone calls are convenient and can be
are easy to read without going through any accessed easily.
stress, emails can be read on phones,
tablets, computers etc.

1. C HOW KCL ALLOCATES RESOURCES AND IMPLEMENT WORKFORCE FLEXIBILITY TO SUPPORT

CUSTOMERS
 Personal Development; Everybody at KCL is given the opportunity to develop him or herself
annually to improve upon their skills which will be used to support customers.
 Performance Appraisal: KCL awards hard working staffs annually and are gifted with assorted
products of KCL and the best worker is given a car. This makes staffs work hard to support
customers in other to win the ultimate price.
 Motivation – Staffs of KCL are well encouraged and motivated by giving them allowances aside their
monthly salaries, this allowances are given to staffs who are who meet targets or exceed targets.
And those who do not meet target are encouraged and couched.
 Sales personnel’s are given the mandate to make drastic decision on behalf of KCL, thus when
customers buy more than of our products they decide as to what percentage of discount they
should be given to them.
1. D Explanation of the resources used to manage internal communications (IC) and the key skills
required to implement and manage change within KCL.
 The resources used to manage Internal Communication include the 5Ms which are Men, Money,
Machines, Material and Minutes.
 Men – the manager who is currently in charge of managing Internal Communication is the Human
Resource manager instead of internal communication manager.
 Materials – KCL has bought brand new laptops and internet modems which will be used to monitor
internal communication as well as measure it.
 Well qualified Staffs will be recruited with certificates from ACCA, CIM, Bachelors Degree and
Masters Degree.
 The key skills required to implement and manage change with KCL are:
• Use problem-solving techniques such as: force field analysis, SWOT analysis, cause and
effect analysis, root cause analysis, brainstorming and Teambuilding to address internal
communication issues within KCL.
• engage with employees of KCL to: get the best out of them in terms of performance, cement
their commitment to KCL.

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2a. KCL customer value preposition, and how we use the core, actual and augmented products
attributes to satisfy customer.

Customer value proposition

A customer value proposition is a description of the experiences a target user will realize upon purchase
and use of a product. Source:
http://www.appliedproductmarketing.com/resources/customervaluepropositionessentials_ebook.pdf
accessed on 2nd December 2014.

 How KCL uses the core, actual and augmented products attributes to satisfy customer.
A product is the item offered for sale. A product can be a service or an item. It can be physical or in
virtual or cyber form. Every product is made at a cost and each is sold at a price; Source;
http://economictimes.indiatimes.com/definition/product

Below is how KCL uses the core, actual and augmented products attribute to satisfy customer,

 Core

The first level which is the core is the most basic level and simply looks at what customers set out to buy
and what benefits the KCL would like their product to offer buyers and consumers. For this reason KCL
makes sure and sees to it that our products meets or exceeds customer expectation (feeling in a relaxed
mode, stress relieve etc.) all this is done in other to satisfy our customers.

 Actual

The second Level is about translating the list of core product benefits into a product that people will
buy. This comprises of the physical aspect of our products, KCL products are now in smaller bottles
100ml, 80ml and in sachets 50ml, 40ml and the repackaging those not devalue the content of the
product but remains of high quality.

 Augmented

The third level involves deciding the additional non tangible benefits that KCL products can offer.
Competition at this level is based around after sales service, help lines, warranties, free/cheap delivery
and so on; we use this to differentiate ourselves from competitors by offering free delivery to
wholesalers who buy from us.as well as after sales support, etc.

2b. THE MAIN CHARACTERISTICS OF KASAPREKO COMPANY LIMITED BRAND AND HOW IT ACHIEVE
DIFFERENTIATION THROUGH BRANDING

The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller or group of
sellers and differentiate them from those of competitors”

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Keller (2003a) says, “Technically speaking, then, whenever a marketer creates a new name, logo, or
symbol for a new product, he or she has created a brand

Below are the key characteristics of KCL’s brand:

 Brand Uniqueness
Products of KCL are of High quality which has been produced with quality raw mterials from the rain
forest of Africa; our products are unique and different from that of competitors which are competitively
priced.

 Brand Consistency
The products of KCL has been certified by the Ghana Standards Authority and the Local Beverage
Manufacturers association of Ghana, consistency at KCL is at it best since we always do as we say, make
sure all the adverts we run are inline which the products we are producing.

 Audience Knowledge
The products and services KCL products satisfy our customers because we understand our target market
and our target elements are age, geography, and buying pattern.

How KCL achieves differentiation through branding

As suggested by kotler and Keller (2006), Brand differentiation happens when a product or service
matches superior performance with an important customer benefits.

The quality and taste of our products, our packaging and logo is differentiated from competitors and it is
very unique in its own way.

Our products are also attractive, unique product design we also use it to differentiate ourselves from
other competitors,

Our products also performs as we advertise such as it release stress, using it as a source of appetite
booster and medicinal uses since our raw materials comes from the rain forest of Africa.

Our products are produced under hygienic environment and we use the states of the art machines in
production, this has helped us differentiate ourselves from competitors.

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2c.THE MAIN BRANDING METHODS ADOPTED BY KCL AND OUR POSITIONING IN THE ALCOHOLIC
BEVERAGE MARKET.
The main branding strategy used by KCL is Line extension and Multi branding

 Line Extension
Line extension refers to the expansion of an existing product line. Source
http://smallbusiness.chron.com/line-extension-vs-brand-extension-36797.html
We use this strategy at KCL by coming up with new shapes and sizes of our existing products in the
portfolio, a typical example is the Ogidigidi Bitters which has 100ml Sachet drink and a nice disposable
200ml bottle.

 Multi-branding
Multi branding talks about having several brands in the same portfolio, at KCL we have so many
different brand names in our portfolio the examples are include Alomo bitters, brandy, Cardinal liqueur,
Cocoa Liqueur, dry gin, Kasapak, lime cordial, Ogidigidi Bitters, Opeimu Bitters, Tonic wine and Kasa
Vino.

2d. HOW KCL POSITIONS ITSELF IN THE GHANAIAN MARKET.

At KCL our packaging and labeling tells our customers about the product they are buying as well as its
benefits.

KCL has positioned itself as the best producer of Alcoholic beverages, At KCL natural raw materials from
the African Forest is used in production, through adverts we create awareness for our customers.

Some particular products of KCL are targeted at various customers with particular issues, example the
Ogididi Bitters is meant for people who not sexually active and the ages of 30 and above, this is made
known to customers by our various adverts on TV, radio and billboards.

 EFFECTIVE CREATIVE BRIEF DEVELOPED WITH OUR BRAND POSITIONING METHODS TO

HELP KCL ACHIEVES RELEVANT MESSAGES AND APPEAL.
 Background
The campaign is about increasing brand awareness of KCL brand in other for us to position ourselves
well in the industry and to our target market.
 Objectives
- We aim at increasing our brand recognition by 25% by December 2014.
- We also aim at increasing sales through brand awareness creation.
- We aim to position our brand as the most consistent brand in the industry.

 Target Audience
Our target audiences are the individual and business customers as well as non customers or prospects
who are more than 17years across the ten regions of Ghana.

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 Benefits
- Our products come in various sizes to suit request of our customers.
- Our raw materials come from the African rain forest and are highly medicinal.
- Our products are available across Ghana
- We have diverse sizes and forms and competitive prices.

 Reasons to Believe
KCL has from 2012 till date is the Number one bitters producer (Ogididi Bitters), KCL is the only company
that has international certification from the African Bitters Producers, KCL is a social responsible
company which has helped the needy and has its customers and the general public at heart. Source
www.Peacefmonline.com

 Deliverables
To increase awareness of the KCL brand across the Ten regions of Ghana We want all our Adverts to run
across the ten regions of Ghana, on Social Media (Facebook, Twiiter Etc) all major Radio stations in the
ten regions of Ghana as well as Television stations in Ghana and Billboards at major points in the various
capital towns in all the ten regions.

 Budget
Activity Amount GH₡
Branding 150,000
Staff briefing 30,000
Research on product improvement 8,000
Advertising (television, radio, bill board) 40,000
Training 10,000
Miscellaneous 10,000
Contingencies 6,000
Total

 Time Table for the Campaign

The campaign will be in two stages; the first Stage of the campaign will run from November 2014 to May
2015; the first stage will stage will involve five regions Accra, Volta, Eastern, Central and Western
regions of Ghana the second stage will involve the other five regions which Ashanti, Brong Ahafo,
Northern, Upper east and Upper West region.

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TASK THREE

3a. How KCL uses Public relations, advertising and social media and How Ghacem Ghana Limited also
uses Advertising in the building and construction industry.

 Advertising
According to Gardner Advertising is the means of mass selling that has grown up parallel with and has
been made necessary to mass production. Some features of advertisement are communication,
information; profit maximization, consumer choice etc.
Adverts of KCL GTV, SKY TV, JOY TV, RADIO GOLD, STARR FM, JOY FM, STATESMAN NEWS PAPER, DAILY
GRAPHIC, FACEBOOK, TWITTER and WEBSITE OF KCL, The advertisement can help build a very good
corporate reputation and reach all customers and prospects of KCL.
Advertising also aids consumers and prospects of KCL to know all information concerning our products
such as price, expiry dates etc.

 Public Relation
Public relations are the management function that establishes and maintains mutually beneficial
relationship between an organization and the public’s on whom its success or failure depends. [Broom,
2009, effective public relations].
PR will help our company to create very good corporate reputation,

 Social Media
Social media are new information network and information technology using a form of communication
utilizing interactive and user-produced content, and interpersonal relationships are created and
maintained. Typical social media network services could be content sharing, web communities, and
Internet forums.
http://martenscentre.eu/sites/default/files/publication-files/kansio-digital_democracy_-_final_en.pdf

Social medias such as Facebook and Twitter is used by KCL to Create awareness and this medium is less
cost effective, when social media is used very well KCL customer loyalty will be promoted.

Social Media also helps KCL to respond to customers immediately and improved customer service
delivery

 HOW GHACEM GHANA LIMITED USES ADVERTISING,

Ghacem Limited was established in 1967 by government of Ghana to produce cement which would be
used for national development in constructing roads, buildings, factories, drainage systems and many
social infrastructures.
Employing over 1000 workforce in its two factories at Tema and Takoradi, Ghacem states to have
produced over 300million tones of cement in bags and bulk supply distribution system. Ghacem as
market leader and part of a multinational corporation is managed by a team of competent and
experienced leaders and management staff
http://www.heidelbergcement.com/africa/en/ghacem/board_mgm/management.html

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When it comes to success of Ghacem Ghana Limited advertise on all platforms from Radio, Television,
Billboards, News Papers, online etc. they advertise on radios and television which has coverage across
the ten regions of Ghana and these stations are Radio Gold, GTV, UTV., Unique FM, Joy FM, etc. they
advertise in the Daily graphic constantly because it is the market leader in that industry etc.
Ghacem also advertises on the internet such as (Blogs, Websites, YouTube, Facebook, Adepafie,)
Ghacems objective is to create awareness and remain the leading Cement producer in Ghana.

3b. COMMUNICATION OBJECTIVE AND COMMUNICATION TOOLS TO ENHANCE KCL’S CORPORATE

REPUTATION
Marketing communication is a fundamental and complex part of a company’s marketing offer.
Marketing communication includes advertising, direct marketing, branding, packaging, PR activities,
Printed Materials. Source; www.marsdd.com/mars-library/what-is-marketing-communication-marcom/

There are three major marketing communication objectives and they are
- Creating brand awareness of KCL products
- Persuading KCL customers to use our product
- Remind our customers through various marketing channels about of products etc.

Below are the communication tools that can be used to enhance the corporate reputation of KCL.

 Social Media

KCL can use social media platforms such as Facebook, Twitter, Pinterest to communicate to customers
and prospects by persuading them to use KCL and give them reasons why they should use it. The social
media platform is mostly used my more of our customers so this platform can be used to our advantage.

 Advertising
KCL can advertise on GTV, UTV, Metro TV, Radio Gold, Joy FM, Radio XYZ displaying the product
attributes, benefits etc., Advertisement can also be used to create awareness of products of KCL
whether they have new forms of products or not, advertisements can also be used to support public
relations activities.

 Public Relations
Public relations are the management function that establishes and maintains mutually beneficial
relationship between an organization and the public’s on whom its success or failure depends. [Broom,
2009, effective public relations].
PR can help KCL to create very good corporate reputation; PR can also help to deal with Pressure groups,
government and other entities and bodies

 Sponsorship
KCL can use sponsorship to enhance its corporate reputation, sponsorships such as giving to the needy,
Supporting the disabled, supporting gender equality programs, supporting educative programs which
are broadcasted on TV and
radio, supporting needy pregnant women in our various communities etc.

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3c. INTEGRATED COMMUNICATION PLAN TO INCREASE AWARENESS OF KASAPREKO COMPANY

LIMITED BRAND.

 SITUATION ANALYSIS
The reason why it has become necessary for KCL to embark on integrated communication campaigns is
because of the intensive competition in the industry and emerging foreign companies which has it very
difficult for our customers to differentiate our products from that of our competitors.

 COMMUNICATION OBJECTIVES
- To increase the brand awareness rate of KCL by 45% by the end of the plan.
- To increase growth through creating awareness by 20% by the end of the 1st quarter.
- To increase sales by 10% through awareness creation from November 2014 to April
2015.

 TARGET AUDIENCE
Our target audience for this communication campaign is both individual and business customers as well
as prospects.

 PROMOTIONAL STRATEGY
The promotional strategy to embark is both the push and pulls strategy; the objective of the pull
strategy is awareness creation, personal selling, direct marketing etc. the objective of the push strategy
is motivating customers to create awareness, through word of mouth.

 COORDINATED MARKETING MIX

The coordinated marketing mix entails the use of diverse communication tools to create awareness;
these tools could be advertising, public relations, sales promotions and personal selling to create
awareness.

 Advertising

KCL can place adverts on GTV, UTV, TV3, Metro TV, Joy FM, Radio Gold, Unique FM etc. with a lot of air
time space, KCL has also produced branded T. shirts to give to their sales team and customers, they have
produced branded stickers to brand their premises.

 Sales promotion

KCL can run a sales promotion by giving out products of KCL to whole customers who buy 20 cartons,
they can also run draws, by allowing customers to enter draw with the cocks of KCL products sealed in
envelopes with their information’s for identification sake. They can also reduce cost for a period of one
week every six months.

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 Public Relations

KCL can hold annual seminars for its stakeholders by educating them on how to use their new products;
how it was produced etc. they can also allow the general public to know what they use to produce by
allowing them to visit their facility annually.

 Sponsorship

KCL can choose to sponsor entertainment programs such as Mentor Reality show, Moomba Dancing
competition etc. through this sponsorship they can create awareness of their brand.

 Direct marketing

KCL can directly contact customers through the use of telephone calls, emails, telemarketing etc. to
create awareness of their products and service in their portfolio.

● SCHEDULING

Below is a Gantt chart showing events that will be undertaken in each month of the 8months
promotional campaign for wholesalers.
2014 2015 RESPONSIBILITY

PROMOTIONAL Activities Nov. Dec Jan Feb Mar Apr May Jun

Team Briefing X Int. Com. manager

Launch X Mkt. Manager

Advertising X Ads Manager

Sales Promotions X X X X I.C manager

Public Relations X X Mkt. manager

Sponsorships X X X I.C manager

Direct Marketing X X X X X Sales manager

evaluation X X X X Mkt. manager

● BUDGET
Migicks et al (2009) defined budget as “a financial plan outline in quantitative terms for a set period
usually a year”.
Below is the breakdown of budget that will be used to implement the communication plan.

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Activity Cost/fees(GHC)

Advertisement 15,000

Sales promotion 10,000

Public relations 30,000

Sponsorship 20,000

Direct Marketing 10,000

Total GHC 85,000

●IMPLEMENTATION
Good systems, structures, shared values; skills, strategy, style and staff must be put in place For KCL to
successfully implement the communication plan, aside that very good leaders too are needed to
implement the plan successfully.

● EVALUATION
The communication plan will be evaluated on monthly basis every two months in other to take
corrective action if targets are not met.

 MEASURING SUCCESS OF COMMUNICATION PLAN

 Social Media
The use of Social media to measure success is very relevant, social media such as Facebook, Pinterest,
Twitter and Badoo can be used to measure success by checking the number of likes, followers and the
number of times people visit our page.

 Profitability

Profits generated during the communication plan, will help KCL to know sales generated and the capital
that was invested.

 Consumer Survey

Survey will be conducted to check if value was created for our consumers during the campaign, the
survey will be in all the ten regions of Ghana and it will be targeted at both individual and business
customers.

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BACKGROUND OF KASAPREKO COMPANY LIMITED

Kasapreko is a private limited liability company incorporated on March 9, 1987 with the following as
their objects; the manufacturer of Alcoholic Beverages, Blending of spirits, General farming, General
merchants, Importers and exporters of general goods.
Our flagship products are Alomo bitters and Alomo Rootwine. The two products are based on
scientifically produced alcohol extracts from known traditional plants proven to have medicinal values.
The extracts are prepared by the renowned Center for Scientific Research and Plant Medicine (CSRPM),
a World Health Organization (WHO) affiliate based in Mampong Akuapim, Ghana.

MISSION: The mission of KCL is to produce quality alcoholic and non-alcoholic beverages to satisfy
consumers through the adoption of modern methods using highly motivated professional staff.
VISSION: The Company’s vision is to be the leading alcoholic and non-alcoholic beverage
manufacturer in Ghana and beyond, satisfying consumers with excellent through sound management
practices and collective responsibility of all stakeholders.

LOCATION: Kasapreko Company Limited is located in the Spintex Road area of Accra, with working
staff strength of 130.
CURRENT ACTIVITIES AND PRODUCTS: The Company’s brands include Alomo bitters, brandy, Cardinal
liqueur, Cocoa Liqueur, dry gin, Kasapak, lime cordial, Ogidigidi Bitters, Opeimu Bitters, Tonic wine and
Kasa Vino. The company uses 12 million litres of ethanol per annum.
FIRM CAPABILITIES: Kasapreko is the company that commercialized the operations of the informal
alcoholic beverage industry in Ghana. Investment in technology has kept the company at the forefront
of the sector. It is currently installing two new state-of-the-art liquor producing lines, at the cost of
US$30 million, with the capacity to produce 70,000 bottles per hour.
COMPETITORS: Kasapreko’s main competitors are GIHOC Distilleries, Baron Distilleries and Paramount
Distilleries. The company also faces competition from multinationals such as Diageo (the world’s largest
spirit producer), which currently imports brands such as Smirnoff, Johnnie Walker and Baileys.
SUPPLY AND MARKETING CHAIN: About 80% of inputs are imported. Ethanol is imported from Brazil,
India and Pakistan, flavours from the EU, bottles from China and cups/corks from India. The inputs are
sourced through brokers in Europe. Inputs such as natural plants, plant parts and labels and boxes are
sourced locally. The company has key distributors and retailers in 8 of Ghana’s 10 regions. It also has
about six distributors in Nigeria.
EXPORTS: Originally, Kasapreko exported only to Ivory Coast, Burkina Faso and Nigeria but it now
exports to all countries in West Africa (with Nigeria being the main destination).

CROSS-FUNCTIONAL RELATIONSHIP: KCL is a market oriented company and puts their customers at the
center of their activities. Based on that, there are cross functional relationships within the company. The
cross-functional relationship that exists within KCL are as follows;
-Marketing department work in-hand with the production department to develop new products to
satisfy the needs of customers.
-Marketing department communicates to human resource department on the changing threats in the
macro and micro environment which helps human resource to develop skills, capabilities and talents of
employees within various units of the organization.
-When it comes to strategy development, all units are inclusive which helps to set common goals. Inter-
departmental information is made avail KCL to all units through their intranet systems, which helps in
efficient decision making.

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Reference

http://www.appliedproductmarketing.com/resources/customervaluepropositionessentials_ebo
ok.pdf accessed on 2nd November 2014. 12:32 PM

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01: 22 am

kotler,P., and keller, k.. (2006) Marketing Management, 12 edition . Englewood Cliffs NJ,
Prentice- Hall,

http://smallbusiness.chron.com/line-extension-vs-brand-extension-36797.html accessed on
2oth November 2014 01: 22 pm

www.Peacefmonline.com accessed on 22nd November 2014 01: 21 am

http://martenscentre.eu/sites/default/files/publication-files/kansio-digital_democracy_-
_final_en.pdf accessed on 21st DOctober 2014 01: 22 pm

http://www.heidelbergcement.com/africa/en/ghacem/board_mgm/management.html
accessed on 22nd October 2014 11: 21 am

www.marsdd.com/mars-library/what-is-marketing-communication-marcom/ accessed on 22nd

October 2014 11: 21 am

Glen M. Broom, Scott M. Cutlip, Alien H. Center 2009 Prentice Hall Pearson.

Megicks,P. ,Donnelly R., Harrison G., (2009), CIM course book: The Marketing Planning Process
1st edition, Elsevier

Keller (2003a), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper
Saddle River, Prentice Hall.

Kotler, P. and Armstrong, M. (2000) Principles of Marketing. 9th edition. Englewood Cliffs, New JERSEY,
Prentice Hall

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