AN EVALUATION OF INTEGRATED MARKETING STRATEGIES ON BRAND CONSISTENCY: A STUDY OF A MULTINATIONAL FMCG FIRM IN PORT HARCOURT, NIGERIA.
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Background of the study:
Integrated marketing strategies aim to deliver a unified and consistent message across multiple channels, ensuring that all marketing communications reinforce the same brand identity. For multinational FMCG firms in Port Harcourt, maintaining brand consistency is critical in a diverse market with varied consumer segments. This study explores how integrated marketing—encompassing advertising, promotions, digital marketing, and public relations—contributes to a coherent brand image (Okafor, 2023). By aligning messaging across traditional and digital platforms, FMCG firms can build stronger brand recognition, trust, and loyalty. Integrated strategies also facilitate better resource allocation and more efficient campaign management, resulting in improved overall marketing effectiveness (Ibrahim, 2024). However, challenges such as inconsistent communication across regions, cultural differences, and varying media channels can compromise brand consistency. This research evaluates the impact of integrated marketing strategies on maintaining a consistent brand identity and assesses the barriers that multinational firms face in achieving seamless integration (Chinwe, 2025).
Statement of the problem:
Although integrated marketing is designed to ensure brand consistency, multinational FMCG firms in Port Harcourt often encounter difficulties in executing unified messaging across diverse channels and markets. Inconsistencies in communication, regional variations, and internal coordination challenges can lead to a fragmented brand image (Okafor, 2023). Such discrepancies may weaken consumer trust and dilute brand equity, ultimately affecting market performance. These issues necessitate a thorough evaluation of integrated marketing practices to identify solutions that can overcome these barriers and enhance brand consistency (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of integrated marketing strategies on brand consistency.
To identify challenges in maintaining unified messaging across channels.
To propose strategies for improving integrated marketing practices.
Research questions:
How do integrated marketing strategies influence brand consistency in FMCG firms?
What challenges affect the execution of integrated marketing campaigns?
What measures can enhance consistency across diverse marketing channels?
Significance of the study:
This study is significant as it provides critical insights into the effectiveness of integrated marketing strategies for maintaining brand consistency. The findings will help multinational FMCG firms in Port Harcourt refine their communication practices, strengthen brand equity, and enhance market performance. These insights also contribute to the broader understanding of integrated marketing in diverse markets (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to evaluating integrated marketing strategies for a multinational FMCG firm in Port Harcourt, focusing solely on brand consistency.
Definitions of terms:
Integrated Marketing: Coordinated marketing efforts that deliver a consistent message across multiple channels.
Brand Consistency: The uniformity of brand messaging and identity across various platforms.
FMCG: Fast-moving consumer goods characterized by rapid turnover and low cost.
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