Utilization of Integrated Marketing Communication for The Introduction of a New Brand to the Market. Case Study of “Eko Patrol” of The Central Mining Institute

The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.

In the article the experiences of the Central Mining Institute gathered in course of the introduction of a completely new service — Eko Patrol Głównego Instytutu Górnictwa — to the Polish market are presented. Eko Patrol GIG is a new, original solution in the field of measurement and monitoring of the quality of air introduced in response to the needs voiced by the social side and territorial administration units. A mobile laboratory enables measuring the quality of air in the area of ambient concentration and emission of pollutants. The basic goal of IMC in this case was not just a market offer, but above all the creation of a distinguishing visual identification and brand recognizability. The article describes a full scope of applied tools and the achieved marketing effects.