Identification and Classification Tools Integrated Marketing Communications (IMC) in Food Industry by Using of the AHP-FUZZY Technique (Dina Food Industry)

The food industry in Iran faces with problem after producing that seems since of using incorrect strategy in the advertisement and marketing fields and also less attention and lack of attention to the values result of valid brand and less attention to the customer view. The scope of integrated marketing communications observed as a new filed. IMC can be defined as adapter strategy of advertisement, personal selling, public relations, direct marketing and another advertisement activities and the aim of it is preparing regularity, stability and maximizing the effect of communication. In this essay tried for familiarity and identification of toolsof integrated marketing communications (IMC) in food industry and choosing the most suitable channel. The made factors of model of integrated marketing communication in the form of mixing mostly has accident, dynamic, vague, incorrect, quality and fuzzy nature. On the base of the subject and the aim that this research followed and since most of managers explained their views in the form of language idioms instead of number amount, the method of fuzzy research among instrument IMC, known as the most suitable method of analysis. The achieved results in this results indicated that among tools IMC , the advertisement has the highest location among another IMC tools in food industry and in classification of options among media advertisement channels , advertisement channels such as radio, TV among channels of improving selling match performance, offering gifts among channels of direct marketing with catalog and among public relations channels of various events, considered as the most communication tools in the food industry.