Integrated marketing communications (IMC) is a communication process that involves the planning, creation, integration and implementation of different forms of marketing communications (advertising, promotions sales, advertising releases, events, etc.) that are delivered over time to the brand's targeted customers and potential customers. The goal of IMC is ultimately to directly influence or influence the behavior of the target audience. IMC considers all sources of contact a customer/prospect has with the brand as potential message delivery channels and uses all communication methods that are relevant to customers/prospects and to which they may be receptive. IMC requires that all media and messages of a brand convey a consistent message. The IMC process also requires that the customer/prospect be the starting point for determining the types of messages and channels that will best serve to inform, persuade, and induce 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 customers, KAZ is able to develop innovative and flexible solutions that give organizations a competitive advantage in the marketplace. We pride ourselves on our strong focus on customer needs and our ability to improve the way businesses operate. And through our research and development, we are continually one step ahead to meet customers' changing needs. Using experienced people, cutting-edge technology and proven practices, KAZ offers the full range of business and IT capabilities. KAZ is at the forefront of business process outsourcing, where companies hand off non-core parts of their business to an external specialist for management. This frees up critical resources, allowing customers to focus on their key activities, resulting in greater value for stakeholders. KAZ specializes in a number of business process outsourcing areas, including customer contact centers, document imaging and processing, and claims management and processing. also recognized as a leading developer of software solutions for the financial sector and governs...... middle of paper......stomer but all parties related to that organization. KAZ's activity revolves around the marketing and sale of its services to other companies (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: 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 marketplace allows KAZ to perform both sales and non-sales functions. The advantage that KAZ gets from trade fairs is that it can serve current customers, identify potential customers, introduce new services, collect information about its customers and improve the company's image. Advertise in professional publications. KAZ advertises in the following publications. These publications are intended for decision makers in the field of information technology (IT). Advertising in various publications is scheduled on a weekly basis to strengthen the KAZ brand image. All advertisements portray the same aspect of the KAZ brand image.