Integrated Marketing Communication (IMC) is a communications process that involves the planning, creation, integration and implementation of various forms of marketing communications (advertisements, sales promotions, advertising releases, events, etc.) which are delivered over time to customers and prospects targeted by the brand. The goal of IMC is ultimately to directly influence or affect the behavior of the targeted audience. IMC considers all sources of contact a customer/prospect has with the brand as potential messaging channels and uses all communication methods that are relevant to customers/prospects and to which they might be receptive. IMC requires that all communication materials and messages from a brand deliver a consistent message. The IMC process further requires the customer/prospect to be the starting point in determining the types of messages and channels that will best serve to inform, persuade and inspire action. (Shimp 2003)With nearly 2,500 employees and offices across the Asia-Pacific region, KAZ Group (KAZ) provides exceptional business and technology services to organizations and governments in a variety of industries, including banking, finance , retail, manufacturing, logistics and utilities. By establishing trusted, long-term partnerships with its customers, KAZ is able to develop innovative and flexible solutions giving organizations a competitive advantage in the market . We pride ourselves on our strong focus on customer needs and our ability to improve the way companies do business. And through our research and development, we continually stay one step ahead in meeting the changing needs of our customers. Using experienced people, cutting-edge technology and proven procedures, KAZ offers a full range of business and IT capabilities. KAZ is at the forefront of business process outsourcing. , where companies transfer non-core parts of their business to an external specialist to manage. This frees up critical resources, allowing customers to focus on their core activities, resulting in greater value for stakeholders. KAZ specializes in a number of areas of business process outsourcing, including customer contact centers, imaging and document processing, and claims management and processing. also recognized as one of the leading developers of software solutions for the financial sector and governments...... middle of paper ......stomers but all parties related to this organization. KAZ's activities revolve around marketing and selling its services to other Businesses (B2B). KAZ uses the various MarCom strategies and media to send a unifying message to its potential customers about the company and the services it provides. The following MarCom strategies are used: Trade fairsKAZ advertises and promotes its services to other companies at IT fairs. Trade show attendees include most of the industry's major manufacturers and customers. This encapsulated market allows KAZ to perform selling and non-selling functions. The benefits that KAZ gets with trade shows are that it can serve current customers, identify prospects, introduce new services, collect information about their customers and improve the company's image. Advertise in professional publications. KAZ advertises in the following publications. These..