Integrated Marketing Communication Plan For Nokia

2899 words - 12 pages

Executive Summary
The following report presents an Integrated Marketing Plan for Nokia in the UK. The plan deals with media planning, segmentation, strategic and tactic planning of IMC, evaluation and such. The main aim of this plan is to expand Nokia’s consumer base, establish Nokia’s brand values and position it among the target audience, and also communicate the brand values with customers effectively, while simultaneously influencing sales to grow. This plan is created to ensure maximum effectiveness in Nokia’s marketing approach. The main aim of this plan is to assist Nokia in their IMC activities in the UK.
Contents

1.Introduction 4
2.Background: Nokia 5
3.IMC Plan 6
3.1.IMC Objectives 6
3.2.Target Audience 6
3.3.Media Planning 6
3.4.Budget Allocation 6
3.5.Advertising 6
3.6.Public Relations 7
3.7.Sales Promotion 8
3.8.Online Marketing 8
3.9.Sponsorship 9
3.10.Measurement and Evaluation 9
4.Conclusion 9
5.Appendix 10
5.1.Appendix – 1: IMC Budget Allocation 10
5.2.Appendix – 2: The IMC Model 11
5.3.Appendix – 3: Target User Segmentation 11
6.References 12

Word Count: 2489 Words
1. Introduction
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for Nokia in an attempt to regain its brand image and reputation in the UK market. This report deals with the media plan, segmentation, IMC strategy and tools selection, and measurement and evaluation of the plan, and deals with the IMC activities for 12 months.

2. Background: Nokia
Nokia Corporation is one of the largest mobile devices and telecom equipment manufacturers in the world. The company has fairly spread its business operations all over the world in order to reduce its business risks (Marketline, 2013). Nokia's devices business has recently been acquired by Microsoft, which is expected to boost the business even further (Ando and Rigby, 2013). Nokia has been facing serious challenges and competition from new entrants like Apple, Samsung, LG and such, who has gained considerable amount of market share and pushed Nokia into a desperate market position in many markets. The evolution of mobile phone technology and the emergence of Android and iOS platforms have also played a significant role in this fall. Despite the challenges, Nokia came up with new models that features advanced technology and quality (Warman, 2014). As Nokia is entering into a dynamic and highly competitive market with their Android and Windows...

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