Introduction Integrated marketing communications (IMC) is an approach that incorporates all the marketing communication strategies and launches them at the desired target audience. This approach allows the maximum impact on the target audience as all the marketing mix is strategically employed for the marketing campaign. Although IMC has become a popular jargon among practitioners, its applicability is low among companies, even though, they technically are using IMC. This is because most companies end up utilizing one or two of the marketing mix and omitting the rest in launching their marketing strategy. This paper is a case study of the IMC employed by Debenhams in the UK. The paper takes a portfolio approach in understanding the degree of adoption of IMC by the company. This paper will first provide a brief background of the company. Then the paper provides an understanding of the marketing strategy employed by the company through portfolio approach. Company Background Debenhams is a leading retailer in the UK. Established in 1778 by William Clark it was listed on the London Stock Exchange on 2003 (Debenhams, 2011). The company has 147 across the UK and Ireland and has an e-commerce section that operates a completely transactional website (Debenhams, 2011). The company operates in the mid-market retail segment of the country. The retailer sells a total of 21 brands in its stores. In 2010 the company enjoyed a turnover of £2119.90 million that has been constantly increasing through 2007 (Hemscott, 2011). The company mainly sells apparel for men, women, and children, cosmetics, and house wares. 70 percent of the overall sales of the company are accounted by the in-house brands such as Debut, Maine New England, and Red Herring (Yahoo Finance, 2011). Apart from the third party brands, Debenhams sells label brands, Designers at Debenhams. The company has embarked on a multi-channel business that allows it to consolidate its in-store and online selling strategy. The company manages its sales through three channels – company stores, franchising, and online stores. In order to expand its global presence, Debenhams entered into franchising with various international partners. According to the annual report of 2010, the company’s newly adopted multi-channel strategy helped in increase of sales by 88.4% (Debenhams, 2010). Apart from this the company has undertaken an aggressive expansion plan through acquisition of departmental stores in Denmark and expansion of retail space. Further, the company has launched newly owned brands and extended the Designers portfolio. From the annual report it is clear that Debenhams is less competitive in casual wear market, while it is a much larger market than formal wear. Therefore the company intends to expand in this market category. Further in shoe market, Debenhams lags behind in women’s shoes sale than competitors. Therefore, the company aims to exploit the opportunities available in this market. Given this background of the company, the paper will now demonstrate the integrated marketing strategy of the company through portfolio approach. Integrated Marketing Communication Integrated marketing approach aims to