Integrated Marketing Communication (IMC)

Running Head: IMC
Integrated Marketing Communication (IMC)
Report
System04104
12/30/2018

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Table of Contents
PART-1: Proposal...................................................................................................................................2
1.1 Company overview......................................................................................................................2
1.2 Product........................................................................................................................................2
1.3 Product’s Marketing Mix.............................................................................................................3
1.4 Product Category.........................................................................................................................4
1.5 Direct competitors of Product.....................................................................................................4
PART-2: Introduction to Product’s Brand Audit.....................................................................................5
1. Core Proposition of the Brand...................................................................................................5
2. Thinking of Stakeholders about the brand.................................................................................5
3. Marketing Mix and Promotional Strategies of Direct Competitors............................................7
3.1 Marketing mix and promotional strategies of Apple I-phone X and Samsung S9..............7
PART-3: Brand Audit..............................................................................................................................8
1. Broad Target Market of Nokia...................................................................................................8
2. Differentiation Points.................................................................................................................9
3. Positioning.................................................................................................................................9
4. Relevance, Identity, and Relationships......................................................................................9
PART-4: Conclusion................................................................................................................................9
1. Strengthening Brand Equity.......................................................................................................9
2. Improving Integrated Marketing Communications Strategy........................................................10
Referencing.........................................................................................................................................11

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PART-1: Proposal
1.1 Company overview
Nokia Corporation (commonly known as Nokia) is one of the leading mobile phone
manufacturing companies of the world and manufacturing its mobile phones from the late
1980s. Actually, Nokia was founded by Fredrik Idestam, Leo Mechelin, and Eduard Polon on
May 12, 1865, but the company started its operations in mobile phones in 1984, when the
MMobira Talkman launched by Nokia, which was one of the world’s first transportable
phones. Nokia is a Finland based company and is the biggest manufacturer of mobile phones
in the world and selling phones over billions. Initially, they launched their phone on
Windows operating system, but due to tough competition given by Samsung and other
Chinese mobile phones through android phones, Nokia also entered in Android phone market
as well (Muller & Bevan-Dye, 2017).
When Samsung and Apple entered in smartphone industries, Nokia faced strong
competition in the market, and with some extent, it can be said that these two competitors
forced Nokia to exit from market because of the increasing demand of Android phones.
Nokia failed to recognise such demands of the customer and they were running their
smartphone based on Windows operating system. While Samsung and Apple were
introducing the latest technology and features in their phones by upgrading their android
phones, at that time Nokia was working on Windows phone. At the end in 2016-17, Nokia
came with its first Android phone Nokia Lumia 800 (Ciesielska, 2018).
1.2 Product
Currently, Nokia is manufacturing three types of products. These are Android phones,
Classic phones, and Accessories. The latest Nokia phones are Nokia 3.1 Plus, Nokia 5.1 Plus,
Nokia 6.1 Plus, Nokia 7.1 Plus, and Nokia 8, Nokia 8 Sirocco, and Nokia 8.1 etc. These are
android phones of Nokia with the latest technology and best quality products. Apart from
these android phones, Nokia is also manufacturing classic phones such as Nokia 130 Dual
SIM, Nokia 216 Dual SIM, Nokia 105, 106, 150, 3310, and Nokia 8110 4G phone etc. Nokia
is also manufacturing android charger, car charger, earphones etc. (Rezza, 2018).

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1.3 Product’s Marketing Mix
Nokia is one of the leading cellular phone providers in the world and competing with
dozens of phone manufacturing companies such as Apple, Samsung, Oppo, Xio-mi, and
Motorola etc. The marketing mix of Nokia discusses the 4P strategies of Nokia.
a. Product
Nokia provides a variety of quality phones. The variety of mobile phones gives many
options to the customer to choose the appropriate mobile phone according to their need and
within the budget. They provide android based phone and classic phones that are
comparatively cheaper in the market. Apart from this, the quality of Nokia phones is also
beyond reproach. This has made a possible for them to acquire 35% of the market in mobile
phone industry (Sánchez-Casado, Confente, Tomaseti-Solano, & Brunetti, 2018). The other
aspects of Nokia phones are design and quality that attracts customers and give them options
to select their Nokia choice among different other options available in the market.
b. Price
This is the second element of the marketing mix of Nokia where price is reasonably
low of Nokia products in comparison to Samsung and Apple phones. Nokia set the price of
their products in such a way that is affordable for all income class. They also charge high
prices for their top products that depend on skimming price strategy. It means there is
something for everyone in the mobile market irrespective of their budget and financial
capability. The price skimming strategy of Nokia is ensuring that people purchase their
products from different periods once they involve in purchasing of Nokia products in the
market. The company initially set their product prices at a higher rate and then after company
gradually drops their product prices.
c. Place
Nokia ensured that they provide their products to their customers in collaboration and
partnership with different vendors and dealers all around the world. Through the help of their
dealers, they ensure that customers get easy access to the Nokia phone of their own choice.
They also establish a strong supply chain network that helps in the supply of handsets in both
urban and rural areas despite being the remote location. Nokia work with many Small and
Medium Enterprises (SME) that is related to phone and accessories supply and give them a
commission based on the number of sales they made (Mishra, 2018).