Integrated Marketing Communication Plan for Nokia

2905 WordsJul 17, 201812 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…show more content…
3.1. IMC Objectives Main objectives if this campaign is to re-establish Nokia as a prime band in the mobile phone device and smartphone market and among consumers by sending unified voice through different media channels and tools. Major objectives are to: Increase brand image and awareness and reputation Stimulate target audience to purchase the brand and increase sales Increase website, social media traffic and engagement This campaign is aimed to establish the Nokia brand image to its previous state. The campaign focuses on conveying the individuality and practicality of Nokia phones, which adds value to the consumers, and sending unified marketing messages that says Nokia is different from its competitors. 3.2. Target Audience It is evident that smartphone penetration has reached its highest in the UK. According to Weareapps (2013), the highest levels are visible among males and females aged between 15-34, where as the penetration levels are observed on an average of 50% from 15-54 of age among male consumers and 15-44 among female consumers. Therefore, the target audience in this plan is set to consumers aged between 18-44 (Appendix – 3). 3.3. Media Planning According to Duncan (2005), media planning is the process of making media decisions as to what type of media types should be used at what time. The objective of this activity is to balance the act of marketing communication as these media types are used in a balancing order
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