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 N... ... middle of paper ... ...e, pp. 1-10. 11. Masterman, G., and Wood, E., (2007), Innovative Marketing Communications, Routledge: London. 12. Raman, K., and Naik, P.A., (2005), Integrated Marketing Communications in Retailing, [online] Available at: http://ramanassoc.com/yahoo_site_admin/assets/docs/IMC_in_Retailing.26100503.pdf, Accessed on: 1st April 2014 13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason. 14. Warman, M., (2014), Nokia X: Android Phone Announced, Telegraph.co.uk, [online] Available at: http://www.telegraph.co.uk/technology/nokia/10657433/Nokia-X-Android-phone-announced.html, Accessed on: 2nd April 2014. 15. Weareapps, (2013), UK Mobile Devices Usage and Demographic Roundup, [online] Available at: http://www.weareapps.com/digitalreport.pdf, Accessed on: 2nd April 2014.
In todays marketing world there are several types of traditional and non-traditional promotion mix tools to better accomplish your marketing objectives. DJ Jekyll & Mz Hyde, after careful consideration and review have implemented an integrated marketing communications strategy (IMC) to ensure the best possible return on investment (ROI).
Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Michael R Solomon; Bradley Barnes. (2009) Marketing: real people, real decisions (1st Edition). Harlow : Pearson Education Limited pp.492-494
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
This part highlights the integrated marketing communications plan for the start of the new business in the local area. The plan would assist the management in the techniques that must be employed in order to communicate with their prospective customers and would inform the stakeholders on the direction that the business aims to follow.
By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.
Integrated Marketing Communication is simply the use of the combination of marketing tools, promotional strategies and advertising to achieve the objective of a marketing campaign. The IMC approach utilizes all marketing and communications tools, and harnesses the power each provides to ensure brands’ customers receive consistent, relevant and powerful messages. It is a planning process that focuses on integrating messages across communication disciplines, creative execution, media, timing and stakeholders. The integrated approach has shown to be the most commonly used approach by organisations nowadays to plan and execute their marketing communication programmes. IMC involves the coordination of the various promotional elements and other marketing
Integrated marketing communication or IMC was introduced to the marketing and advertising world by its useful advantages for a company beneficiary. Ejebro (2007) said that IMC highlights the use of many different communication tools, especially the internet which is used by millions of people today, it also aims to synchronize and organize the communication.
In the conclusion, IMC tools have different ways to advertise a brands and one of the main reason of doing it, that is to increase the brand reputation. Compared to all direct competitor and indirect competitor, Nestle’s Kit Kat should follow the footsteps of other competitors. In the same time Kit Kat should also implement more communication tool that should learn from other competitor mistake and also to be more better in doing advertisement. However, in all the effective tool there will be also some tool that are not that effective when it is been used in a certain situation. Therefore, it will be important for a marketer to identify and select which is the best IMC tool to be used to maximize the outcome of the IMC tool and also the profit.
Schultz, D. E., & Kitchen, P. J. (1997). Integrated marketing communications in U.S. advertising agencies: An exploratory study. Journal of Advertising Research , 37 (5), 7-18.
Kotler, P., & Keller, K. (2012). A Framework for Marketing Management (Fifth ed.). Harlow: Pearson Education Limited.
While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...