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Positive Integrated Marketing Communications Displayed By: The Honey Baked Ham Company

830 words - 3 pages

Harry Hoenselaar, who invented the spiral slicer, later founded The HoneyBaked Ham Co. and Cafe in 1957. This is a family-owned and operated business that has been around for three generations. The company has grown over the years and now has more than 300 locations in the United States. It became incorporated in 1974. The Atlanta-based company has a catalog division, corporate sales businesses, and a temporary holiday store system. Mr. Hoenselaar later purchased The Hickory Ham Co. and its 40 franchise stores.The Honey Baked Ham Company & Café has been a big part of America's celebration for over 40 years. They wanted to build a strong brand name so that they could introduce new ideas in the years to come with loyal customers. In addition to its sweetly glazed ham, the company offers Honey Baked turkey breast, side dishes,cheesecake, key lime pie and sandwiches. Honey Baked Ham offers a corporate gift-giving program, employee recognition options, and catered meals for holidays andbusiness functions. Today when you go into a Honey Baked Ham Café, you still can order a smoked or baked turkey, deli sandwiches, or any other side to complete yourholiday meal. They believe that your holiday should be spent around family. They want their customers to know and trust that they will do their best in ensuring that they have what they need to make their holiday meal a success. I believe they have been successful with their integrated marketing communication also known as I.M.C. for marketing its brands.The Honey Baked Ham Company has blossomed into a well known and respected franchise. They use integrated marketing communication to deliver and promote products to their customers. According to Armstrong & Kotler 2005 page 402, Integrated Marketing Communications is a concept under which the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its products. The five components to integrated marketing communication are as follows: advertising, sale promotions, public relations, personal selling, and direct marketing.The first component I will discuss that the Honey Baked Ham Company uses is advertisement. I personally do not know many people who have not heard of a Honey Baked Ham. They use television, newspaper, internet, and mail to advertise their menus and products. Another way they advertise their company is by ensuring that their name and logo is represented properly on every item purchased. They want you to know where you received your food from and where you can get it again.The next concept that I will discuss that is used by the Honey Baked Ham Company is...

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