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

Essay by mufasa18University, Bachelor'sA+, April 2006

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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 and

business 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 your

holiday 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...