Enhancing the Digital Presence and Brand Awareness of Fauji Cement Company Limited via Integrated marketing Communications

This project aims to enhance the digital presence and brand awareness of Fauji Cement Company Limited (FCCL) through an Integrated Marketing Communication (IMC) strategy. It identifies key challenges, including weak digital visibility, overreliance on intermediaries, and low brand recall among end consumers. Based on secondary research, competitor analysis, and industry insights, a comprehensive IMC plan is proposed. The strategy focuses on digital transformation using platforms such as Facebook, Instagram, and the company website, guided by the RACE framework (Reach, Act, Convert, Engage). A unified brand message, “Mazboot Buniyaad, Bharosa Fauji Cement ka,” is introduced to build both functional and emotional appeal. Additionally, an integrated digital ordering and customer support system is proposed to improve engagement and accessibility. Overall, the strategy aims to strengthen brand positioning and establish FCCL as a modern, customer-focused construction partner.

Poster