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Integrated marketing communication is the planning and execution of all types of marketing communication needed for a product, brand, idea, company or place in order to satisfy a common set of communication objectives and support the positioning proposition. IMC involves planning and delivering consistent message to the identified target audience (Panda, 2009). An integrated marketing communication program should create synergy among various marketing communication tools. Integrated marketing communication is defined as a process of managing all sources of information about a product or service to which a customer or prospect is exposed, which behaviourally motivates the consumer to purchase and maintain the customer loyalty. Traditionally firms were outsourcing both public relations and advertising activity to agencies. They were assuming that it is less important to integrate them, but due to the emergence of many other marketing communication tools and effectiveness of advertising, now it has become an important issue to use an integrated approach to marketing communication. Usually IMC is the combination of different promotion tools which is used in same way to produce seamless message to make maximum impact on the customer. There are some goals behind the IMC, these goals can be, boosting the sales, building strong brand image and achieving competitive advantage. As generating the brand equity is first priority of the company, IMC is being used to create a good image of brand in customer memory that customer share positive words of mouth to others. Hence, across countries many studies have been conducted on the areas like impact of IMC on brand image, on the efficiency of internet based marketing, brand outcome, competitive advantage & brand value etc in FMCG, Pharmaceuticals industries etc. The present study pertains to identify the role of effective integrated marketing communication on the business performance of four selected cement companies in Odisha. For this study the business performance is measured by considering increase/decrease in both market share and sales volume.

Integrated Marketing Communication is anonymously considered the most eminent development during the last decade of the twentieth century (Kitchen and Schultz 1999, 2000). Integrated Marketing Communication is considered as a key competitive advantage for the organization (Kitchen and Schultz, 2001; Weilbacher, 2001; Smith, 2002) because IMC can save time, money and stress and profit can be increased (Smith, 2002). Advertising Agency executives endorsed this fact (Kitchen and Schultz, 1997). As it is assumed that the effective IMC has a direct connection with the improvement of business performance,a brief review of the same is presented below. Morgan (2012) discussed the three main theories in strategic management with the empirical and theoretical literature on strategic marketing to develop an integrative theory-based conceptual framework linking marketing with firm’s business performance. The outcome of the research shows that there is a huge correlation in between marketing strategies on the performance of the firm. There is a limited research on the relationship between marketing communications and sales at different point of time. A review of the same is presented as below. In one of the earliest studies involving the relationship between advertising and sales, Hollander (1949) found a view metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by International Institute for Science, Technology and Education (IISTE): carryover effect of advertising on sales in the sales of an ethical drug. The relationship between advertising and aggregate demand was studied by Verdon et al (1968) where they found that advertising has a positive relationship with aggregate demand. Baghestani (1991) took annual advertising and sales data from the Lydia Pinkham Company from 1907 to 1960 and found that both are cointegrated and share a long-term relationship. Zanias (1994) also analyzed the Lydia Pinkham data set and found bivariate granger causality between advertising and sales. The two series were also found to have a valid long-term relationship. Dekimpe and Hanssens (1995) found out that advertising has a strong effect on sales for a chain of home improvement stores. Leach and Reekie (1996) tested Granger causality between advertising expenses and sales and found only unidirectional causality from advertising expenses to sales. Graham and Frankenberger (2000) calculated the asset value of advertising expenditure and found that changes in advertising result in earnings up to five years after the year of expenditure and that asset value is more in consumer and industrial products and less in sales and service industry. Esteve and Requena (2006) established a long run relationship between advertising and sales across different markets over the period 1971 – 2001 in the UK car industry and found two structural breaks during the recession periods. Dubey, et. al. (2021) has investigated the marketing strategy of selected cement companies in India. The objective of the study was to explore and measure the marketing environment of the cement industry in India and to explore the marketing strategies adopted by cement manufacturers in India. The collected data were analyzed using relevant statistical tools like, Correlation, and ANOVA Analysis. The study concluded with the findings that there is a significant difference between the product price, technology, promotion & distribution system and cement industries (Ultratech, ACC and Ambuja Cement). Mishra (2019) has examined the influential marketing strategies adopted by the cement industries. The study has mainly focused on the marketing strategies adopted by cement industries for its suppliers. The study is conducted at MadhyapurThimi Municipality among different levels of consumer i.e house owner, supplier, contractor/mason and consultant/engineer. Out of 871 permitted under construction buildings of fiscal year 2016/17, 89 end consumers and 30 suppliers were selected for a questionnaire survey with two different sets of questionnaires. For in depth data, key informant interview was conducted and to understand the influencing strategies, focus group discussion was done. Bonus coupon and credit period was found to be brand promotional tools among 36.67% and 23.33% of the suppliers respectively whereas 50% of the end consumers get attracted through credit period. Credit period is the most influential marketing strategy while advertisement being the brand awareness tool to the consumer to set their brand in ‘Top of Mind’ state. Burange and Yamini (2008) found in their study that sales and marketing strategy is the foremost important factor in the cement industry for many companies. They found that sales and marketing strategy got more weightage than any other factor for the companies to become more competitive in the industry. There is an extreme need to focus on sales and marketing strategy for cement companies to take competitive advantage to grow in the dynamic business environment of the cement industry. Roshan Shankar, Udit Agarwal PragyaGoel and WagishaJha (2011) conducted a study on “Business Strategies for the Indian Cement Industry. This article presents that Cement is the one of high demand and single most important and profitable product in the building material sector and with the consumption of cement in India, which had to touch six hundred million tonnes by the year 2020. This study also concluded that considering the increasing cement demand in India and higher capacity utilization over the years, key Indian players have already begun to revisit their business strategies. Kumar & Bansal (2013) also conducted a study and observed that stiff competition is one of the major factors which is affecting the marketing strategies of Indian cement companies. The second issue is the lack of proper product mix offered to the customers. It discussed that differentiation among the products of different brands is not possible due to availability of the same inputs of raw material. It’s further revealed the fact that pricing is one of the factors that plays a role of differentiator among the brands. Fewer margins are one of the main concerns across the cement industry. Kumar, John and Senith (2013) observed through his research that the growth of the Indian cement industry in recent years in India. The study was designed to investigate the growth and development of cement industry in India since 1991. The parameters had taken into this study were production capacity, exports, production, and value addition in the cement products. This research was based on secondary data. Descriptive and applied statistics have been used to evaluate the performance of the Indian cement industry. Shaik, Balkrishn and Banana (2014) conducted “A Study on Future Marketing Trends Indian Cement Industry'' and discussed about the future marketing trends in the cement industry. It focuses on the emerging economies markets, improving and enhancing production technology to minimize the cost to achieve cost leadership. The study also focuses upon the branding and innovation activities that provide better cement products to the targeted customers. The authors believe that the future lies with those companies which provide the best quality cement product at affordable prices and most of the companies in the cement industry are focusing on producing the best quality cement by introducing upgraded technology. Now a days, companies have become interested in integrating their marketing communications for better organisationa results. Integrated marketing communications literature contains a number of research studies conducted in India as a whole, in selected states and districts, in countries like China, Malaysia, Pakistan, Thailand etc. These studies have focussed on different issues like the effectiveness of promotional tools are independently studies, it is studies as a whole, the effectiveness of promotional tools are measured in various industries especially in consumer durables. We also found studies on effectiveness of these promotional tools on consumer buying behavoir with special impact of the demographic and socio-economic variables like age, gender, geographical location. For example, Emmanuel and Jean (1981) made an attempt to compare the influence of commercial television advertising and its impact on consumer behaviour. Vijayalakshmi (1989) made an attempt to analyze the viewers’ attitude to television advertisements with regard to occurrence and period. Ramakrishna Rao (1993) made an attempt to evaluate the efficiency of Advertising Media and articulated that the urban respondents were more familiar with advertisements appearing over numerous advertisement media than their rural consumers. Dean, D.H. & Biswas, A (2001) concluded that high disposition of money on advertisement contributes towards high brand recall, brand attitude & purchase intention. Nan Zhou & Ming Ouyang (2002) have found that short term advertisement effect can have long lasting influence on sales in case of consumer durables products. But there is a mixed response in case of non-durable products. The present study indentified that brand endorsement has a positive impact on consumers. For example: Wen-Shin Huang, Tsuifang Hsieh and Han –Shen Chen (2011) this study suggests that consumers are affected by animated spoken-characters, which increases the advertisement communication effect. Varsha Jain and Subhadip Roy (2010) Study points out the fact that national Celebrities are better than regional celebrities in creating a positive consumer attitude. The study reveals that the sales promotion is essential in consumer products. For example: Nochai and Nochai (2011) explained in their study the impact of sales promotion factors on purchase decisions towards portable PC's (Notebook). It was revealed from their research that they offer member cards for a discount, extended warranty period, premium and other considerations were having effectives impact on purchase decisions. The researchers interpreted that these sales promotion factors can help in fulfilling customers' needs and can also increase market share for the product. Personal Selling and direct marketing with other tools of marketing communication can result in an effective outcome (Smith, 1998). Positive publicity is dependent primarily on media relations (Smith, 1998). The most important contribution of Public Relations to IMC is its ability to create awareness and credibility to offering (Caywood, 1998). Herrington et al. (1996), measured attitudes and the use of integrated marketing communications in services compared with non-service industries. Gould (1999) and Kitchen (1999) have surveyed multinational advertising agencies about their use of integrated marketing communications for global customers. Low (2000) surveyed the different types of organizations to determine which are most likely to employ integrated marketing communications strategies. Reid et al. (2001) surveyed wineries to determine whether the brand associated with the implementation differed for those who employ an integrated marketing communications strategy. Kitchen (2011) developed a model of technology adoption for internet banking regarding the website's features. Tian (2011) studied international Communications Strategy and the development in cross-cultural communications. From the literature review it has been understood that integrated marketing communication is being considered as a business strategy which is used to get maximum positive impact on the business. Usually it is the combination of a different promotion mix which is used in the same way to produce a seamless message to make maximum impact on the customer. There are some goals behind the IMC, these goals can be, boost the sales, build strong brand image and achieve competitive advantage. From the above mentioned review of literature it has been understood that as generating brand equity is the first priority of the company, IMC is being used to create a good image of brand in customer memory that customers share positive words of mouth to others. Hence, across countries many studies have been conducted on the areas like impact of IMC on brand image, on the efficiency of internet based marketing, brand outcome, competitive advantage & brand value etc. IMC focuses on how greater values can be transferred to customers by organization. Many studies have also been conducted on the influence of IMC on consumer behavior. Researchers have done their studies on sectors like FMCG, Hospitals, and Consumer durables. While the concept of integrated marketing communications (IMC) is widely acknowledged in the literature, research on successful IMC strategies for cement Industry is relatively scarce. In particular, the possible significance of determinants of IMC on its success has received little empirical consideration. With a proper composition of IMC tools, Brand Image, Sales and profit can be increased while reducing the time and money. To make the IMC impact more efficient, the study needs to be pertained in every local or regional area. It will help us to identify the effectiveness of IMC in different locations cross sectors. The present study is a descriptive analysis of IMC strategies in cement industry. The study will try to identify the effective IMC tools and marketing budget of the four selected cement companies that leads to successful business performance in the way of increase in sales turnover and creation of brand image. While the concept of integrated marketing communications (IMC) is widely acknowledged in the literature, research on successful IMC strategies for cement Industry is relatively scarce. In particular, the possible significance of determinants of IMC on its success has received little empirical consideration. With a proper composition of IMC tools, Brand Image, Sales and profit can be increased while reducing the time and money. To make the IMC impact more efficient, the study needs to be pertained in every local or regional area. It will help us to identify the effectiveness of IMC in different locations cross sectors. The present study will identify the effectiveness of integrated marketing communication strategies in terms of marketing budget, market share and sales volume in the Cement Industry of Odisha state.

The following hypotheses are formulated in order to achieve the above objectives. H1: There is a significant relationship exist between Budget for IMC and Sales turnover H2: There is a significant relationship exist between Budget for IMC and Market share. The present study pertains to study the effectiveness of integrated marketing communication strategies of the cement companies. The study is conducted in the selected locations of Odisha state. At present 13 cement brands are selling their products in Odisha state. For the present study, data has been generated from four selected cement brands out of these 13 as representative of the cement industry in Odisha on the basis of performance, Oldest business house, business size and oldest cement brand. The selected cement companies are Ultratech Cement, J K Lakshmi Cement, JSW Cement and ACC Cement. Ultratech Cement Ltd. formerly called as L&T Cement, Aditya Birla group being the leader enjoys market share of more than 25% of Odisha’s cement consumption. They have production facility at Jharsuguda, Odisha. J K Lakshmi Cement Ltd. being the oldest business house has set up first cement grinding unit at Cuttack, Odisha in the year 2019. It has an aggressive plan to enter east market with production facilities at west Bengal and Bihar. JSW Ltd. is the pioneer and market leader in steel manufacturing in India. It has entered Odisha market with one cement grinding unit facility at Kalinga Nagar, Odisha and also acquired Siva Cement with its clinkerisation and mining facilities in the year 2019-20 to expand its cement business in Odisha. ACC Ltd., a subsidiary of the Ambuja Cements and a part of the Adani Group, formerly known as Associated Cement Companies Ltd. It has a legacy of 85 years of cement production in India being the oldest cement brand. In order to achieve another objective i.e. the impact of marketing budget on sales turnover, the present study has collected the annual marketing budget and sales turnover of the selected four cement companies for a period of 10 years from 2012 to 2022 from the annual report of the said companies. The study had referred to secondary sources of data like annual reports, publications, Journals etc. to find the profile and other information related to the present study. From the Spreadsheet the data is imported to Statistical software ‘SPSS’.In statistical modelling, regression analysis is a set of statistical process for estimating the relationship among variables. Although it includes many techniques for modelling and analysing the variables, when the objective is on finding the relationship between a dependent variable and one or more independent variables, the present study has used the regression analysis. More specifically regression analysis helps to understand how the typical value of the dependent variable changes when any one of the independent variable is varied while other independent variables are held fixed. In the present study, simple regression analysis has been used to depict the relationship among annual marketing budget and sales volume and to predict the value of sales volume, given the values of annual marketing budget. The study also depicts the relationship among annual marketing budget and market share in similar way.

There is a general agreement that much more research needs to be performed to know the extent to which marketing communication can influence the business performance. Hence, it is important for marketers to understand the collective contribution of those factors to measure the whole effectiveness of the marketing communications. In this context, we explore one of the major factors i.e. allocation of marketing budget and its impact on sales volume and market share of the cement companies in Indian context.

The following section of data analysis deals with secondary data. Secondary data collected from four leading companies of cement industries such as Ultra Tech, J. K. Laxmi, ACC and JSW. These four industries have been chosen on the basis of sales turn over and maximum market share.  The data were collected from company records related to Annual sales volume, Advertisement budget and Market Share. The data were analyzed to understand the scenarios as well as the effect of advertisement and market share on sales volume.

Table 1: Sales volume of selected cement companies

Year	Sales Volume (Lakh Tons)				AVG
	UTCL	JKLC	ACC	JSW
FY 2011-12	18.87	0.00	9.45	0.00	7.08
FY 2012-13	16.43	0.00	9.26	0.00	6.42
FY 2013-14	16.22	0.00	8.98	0.00	6.30
FY 2014-15	19.38	0.13	6.53	0.00	6.51
FY 2015-16	22.97	2.44	6.10	0.00	7.88
FY 2016-17	24.18	3.04	6.23	0.00	8.36
FY 2017-18	28.03	3.65	8.69	0.00	10.09
FY 2018-19	30.51	4.42	8.74	0.15	10.96
FY 2019-20	29.84	4.82	7.37	2.25	11.07
FY 2020-21	35.42	6.09	7.48	5.62	13.65
FY 2021-22	36.46	5.98	7.55	4.78	13.69
AVG	25.3	2.8	7.9	1.2	9.3

N.B: AVG - Average

Source: developed from the survey data

Fig.1: Sales volume of selected cement companies

The table 1 and figure 1 shows the sales volume of four reputed cement companies from 2011-12 to 2021-22. The overall trend reflects an upward trend in sales volume. The trend reflects, from the year 2011-12 to 2014-15, there was a slows down fall in the sales volume. After that there is a steady hike in sales. From the year 2019 to 2022, there was a good hike in sales turnover. The average sales volume of Ultra Tech (25.3) is coming highest among all four sample, then coming ACC (7.9). The lowest average is JSW (1.2) since JSW enter new to the market.

Table 2: Marketing budget allocation of selected cement companies

Year	Advt. Budget (Rs In lacs)				AVG
	UTCL	JKLC	ACC	JSW
FY 2011-12	750.00	0.00	375.00	0.00	281.25
FY 2012-13	700.00	0.00	350.00	0.00	262.50
FY 2013-14	725.00	0.00	325.00	0.00	262.50
FY 2014-15	800.00	60.00	300.00	0.00	290.00
FY 2015-16	950.00	120.00	275.00	0.00	336.25
FY 2016-17	1,050.00	150.00	275.00	0.00	368.75
FY 2017-18	1,250.00	160.00	375.00	0.00	446.25
FY 2018-19	1,300.00	180.00	400.00	100.00	495.00
FY 2019-20	1,400.00	220.00	375.00	400.00	598.75
FY 2020-21	1,750.00	165.00	390.00	365.00	667.50
FY 2021-22	1,750.00	190.00	400.00	425.00	691.25
AVG	1129.6	113.2	349.1	117.3	427.3

Source: developed from the survey data

As per the table 2 and Fig. 2 of marketing budget allocation, the trend reflects slow allocation of fund from 2011 to 2016. From 2017 to 2022, the trend showing there was a high jump in allocation of advertisement budget of cement industries. Since, there is core competition between industries, companies are attracting more customers through advertisement.  The average marketing budget Ultra Tech is coming highest (1129.60 lac per annum) and then coming ACC (349.10 lacs). The lower rank is coming J. K. Laxmi (113.20 lac per annum) and then coming JSW (117.30 lacs).

Fig.2: Marketing budget allocation of selected cement companies

Table 3: Market share of select cement companies

Year	Market Sh (%)				AVG
	UTCL	JKLC	ACC	JSW
FY 2011-12	25.0%	0.00	12.5%	0.00	9.0%
FY 2012-13	20.5%	0.00	11.5%	0.00	8.0%
FY 2013-14	19.4%	0.00	10.7%	0.00	8.0%
FY 2014-15	22.6%	0.1%	7.6%	0.00	8.0%
FY 2015-16	23.6%	2.5%	6.3%	0.00	8.0%
FY 2016-17	23.6%	3.1%	6.4%	0.00	8.0%
FY 2017-18	24.4%	3.2%	7.6%	0.00	9.0%
FY 2018-19	24.8%	3.6%	7.1%	0.1%	9.0%
FY 2019-20	25.0%	4.0%	6.2%	1.9%	9.0%
FY 2020-21	26.8%	4.6%	5.6%	4.2%	10.0%
FY 2021-22	26.0%	4.3%	5.4%	3.4%	10.0%
AVG	24.0%	2.0%	8.0%	1.0%	9.0%

Source: developed from the survey data

Fig. 3: Market share of select cement companies

Table 4: Sales Volume, Marketing budget and Market Share

Year	Sales Volume	Marketing Budget (Rs. In lacs)	Market Share (%)
FY 2011-12	7.08	281.25	9%
FY 2012-13	6.42	262.5	8%
FY 2013-14	6.3	262.5	8%
FY 2014-15	6.51	290	8%
FY 2015-16	7.88	336.25	8%
FY 2016-17	8.36	368.75	8%
FY 2017-18	10.09	446.25	9%
FY 2018-19	10.96	495	9%
FY 2019-20	11.07	598.75	9%
FY 2020-21	13.65	667.5	10%
FY 2021-22	13.69	691.25	10%

Source: developed from the survey data

The over all market share of these four cement companies are not so good. The trend is almost horizontal. If we analyse individual company, UltraTech performance is good among all. Always Ultra Tech leading the market with average 24 per cent market share and then coming ACC (8.0 per cent). Poor performer is J. K. Lakshmi (2 per cent) and JSW ( 1 per cent). Table above shows, higher budget for marketing activities leads to higher sales and higher market share.

This shows IMC plays a major role for increase of market share and sales volume. This ultimately leads to increase on organization performance.

Regression analysis

The regression analysis is used in the present study. It helps in predicting the extent of dependence of various factors as its explanatory variable. This was tested by using the first result of regression analysis i.e. ANOVA (F-test). Further, R square value of the regression analysis has been made to shows the extent to which the explanatory variables explain the dependent factor.

The second result of the regression analysis i.e., t-test along with significant value (p-value) indicates the most significant explanatory variables that influences the explained/ dependent factor.

Regression analysis of marketing budget on Sales volume

The regression analysis of effect of marketing budget on Sales volume has been estimated and the results are shown in the Table.

Table 5: Model Summary (Regression analysis of budget on Sales volume)

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	0.851	0.725	0.694	1.54
a Predictors: (Constant), Advt. Budget (Rs. Inlacs)

Source: developed from the survey data

It is seen from above table of regression analysis (model summary), the co-efficient of determination (R²) was 0.725 indicating that 72.50 per cent of variation in sales volume (dependent variable) can be explained (independent variable) by marketing budget which is a good indicator.

Table 6: Regression analysis (ANOVA of marketing budget on Sales volume)

Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	56.236	1	56.236	23.683	0.000*
	Residual	21.371	9	2.375
	Total	77.606	10
a. Dependent Variable: SalesVolume
b. Predictors: (Constant), Mkt. Budget (Rs. In lacs)

*Significant at 1 per cent level

 Source: developed from the survey data

The ANOVA (F-test) indicates that the explanatory variable (marketing budget) for studying sales volume is quite significant since the significant value of F-test is coming 0.000. Thus, the model that is used in this research for measurement of sales volume through marketing budget is good. This shows null hypothesis is rejected and alternative hypothesis is accepted i.e. there is a significant relationship exist between Budget for IMC and Sales turnover.

Table 7: Regression Coefficients (marketing budget on Sales volume)

Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig.
		B	Std. Error	Beta
1	(Constant)	3.083	1.354		2.277	0.049
	marketing budget (Rs. Inlacs)	0.014	0.003	0.851	4.867	0.001*
a. Dependent Variable: SalesVolume

Source: developed from the survey data

*Significant at 1 per cent level

Based on the regression result and its constituent variable ‘marketing budget’, the following equation can be formulated

The significant value of t-test shows 0.001 (less than 0.05), the independent variables’. budget’ significantly influence the sales volume. Here IMC plays a major role how the companies putting their integrated communication tools to promote and create awareness.

Regression analysis of Market share on Sales volume

Table 8: Regression summary (Marketing budget on Market share)

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	0.899	0.808	0.787	1.28
a. Predictors: (Constant), MarketShare

Source: developed from the survey data

The above summary table of regression results shows R square value is 0.808. This reveals, market share influence the sales volume of cement industries by 80.80 per cent which is a good indicator of effect of independent variables (market share) towards dependent variable (sales volume).

Table 9: Regression analysis (ANOVA results of Marketing budget on Market share)

Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	62.721	1	62.721	37.923	0.000*
	Residual	14.885	9	1.654
	Total	77.606	10
a. Dependent Variable: Market Share
b. Predictors: (Constant), Marketing budget

Source: developed from the survey data

*Significant at 1 per cent level

The ANOVA (F-test) result shows that the explanatory variable marketing budget significantly influence the market share since significant value of F-test is coming 0.000 (< 0.05). This reveals null hypothesis is rejected and alternative hypothesis is accepted. This shows ‘there is a significant relationship exist between Marketing budget and market share’.

Table 10: Regression Coefficients (results of Marketing budget on market share)

Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig.
		B	Std. Error	Beta
1	(Constant)	18.525	4.531		0.089	0.003
	Marketing budget	318.529	51.725	0.899	6.158	0.000*
a. Dependent Variable: Market share

Source: developed from the survey data

*Significant at 1 per cent level

Based on the regression coefficient table, the following equation is formulated for estimation.

Further, the regression coefficient result i.e. significant value of t-test is coming 0.000 (<0.05). This shows marketing budget (independent variable) significantly influencing the dependent variable (market share).

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