Integrated Marketing Communication Plan for Nokia 8 Promotion

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
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Table of Contents
Part 1:...............................................................................................................................................2
1. Media Objectives.........................................................................................................................2
Objective 1: Target market coverage for Nokia 8 promotion......................................................2
Objective 2: Amount of reach for Nokia 8 promotion................................................................2
Objective 3: The frequency of the message for Nokia 8 promotion............................................2
2. Explanation..................................................................................................................................3
Reason for choosing objective 1..................................................................................................3
Reason for choosing objective 2..................................................................................................3
Reason for choosing objective 3..................................................................................................3
Part 2: Media Strategy.....................................................................................................................4
1. Media types..............................................................................................................................4
1.1 Media types for objective 1...............................................................................................4
1.2 Media types for objective 2...............................................................................................5
1.3 Media types for objective 3...............................................................................................6
2. Media Class.............................................................................................................................6
3. Media Vehicle........................................................................................................................10
Part 3: Media Tactics.....................................................................................................................13
1. Scheduling and justification..................................................................................................13
2. Execution plan.......................................................................................................................16
Part 4: Media Budget.....................................................................................................................22
1. Budgetary approach for the IMC campaign..........................................................................22
2. Budget....................................................................................................................................23
3. Proportion of the budget for the media classes......................................................................23
References......................................................................................................................................26

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Part 1:
1. Media Objectives
The IMC (Integrated Marketing Communication) plan is dependent on the different
objectives, which assists an organization in maintaining the systematic functioning of the system.
Mulhern (2013) stated that the media objectives help an organization in specifying the degree of
target audience, amount of reach and the frequency of the activities. It supports a venture in
recognizing the different activities that might be considered by the same in order to attract the
target audience. The section will aim at delineating the media objectives for the IMC plan.
Objective 1: Target market coverage for Nokia 8 promotion
The concerned organization, Nokia, targets the youths and target audience between the
age group 19-39 years who are searching for entertainment. The degree of target audience
coverage of the organization will be 30% of the overall market. On the other hand, Nokia also
targets the middle or low-income group of people while providing the low priced product
offerings. On the other hand, the organization segments the target market between Hi- fliers and
trendsetters. Therefore, the concerned organization will be undertaking digital media types for
reaching out to the tech-savvy target audience (Luxton, Reid & Mavondo, 2015).
Objective 2: Amount of reach for Nokia 8 promotion
The amount of reach while utilizing the promotion tools will be North America and Asia
Pacific region as it will be helping the organization in increasing its market holdings (Barker,
2013). The organization aims at conducting the IMC campaign for reaching out to around 2.1
billion people, which will help the organization in maximizing the amount of reach.
Objective 3: The frequency of the message for Nokia 8 promotion
The timeframe that will be followed by the organization while undertaking the marketing
initiative will be 7 months and the frequency of the promotional message will be 5- 7 times a
week.

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2. Explanation
Reason for choosing objective 1
Attracting the attention of the target audience towards the organizational proposition will
support Nokia in enhancing the sales volume and gain a competitive advantage over Samsung
and Apple. The extensive utilization of promotions will also assist the organization in upholding
the efficiency of the operations as per the requirements of the venture. Mihart (2012) stated
that the major goal of an IMC is dependent on attracting the target audience to the product and
service offerings of the business. In this relation, the persuasive promotional objective of Nokia
will be assisting the organization in developing interest among the targeted target audience.
Reason for choosing objective 2
The most important objective of Nokia while marketing Nokia 8 is dependent on the
development of interest among the targeted target audience. The organization will be targeting
the trendsetters segment for applying the IMC framework. The trendsetter group adopts the
emerging technologies and the target age group is 16-30 years of middle income and high-
income consumers.
Reason for choosing objective 3
The objective is to support the geographic segmentation, which will assist the
organization in promoting Nokia 8 widely in the different economies. The organization will be
undertaking frequent communication with the target audience in order to recognize the concerns
that are encountered by the same. The identification of the issues will support the organization in
developing the products and services in order to attract most of the target audience’ attention
towards Nokia 8.
Part 2: Media Strategy
1. Media types
1.1 Media types for Target market coverage
The organization, Nokia, will be undertaking the utilization of different media types for
developing Brand awareness among the targeted target audience. The media types are being
discussed in this section.

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Advertising
Large- scale advertisements will support the organization in upholding the efficiency of
the operations as per the needs of the same while operating in different global market scenarios
(Schultz, Kim & Kang, 2014). Nokia, currently, is looking forward to implement geographic
segmentation, which will be requiring the business to undertake frequent advertisement
campaigns in order to support the promotion of Nokia 8 worldwide. However, the organization
might face different challenges while advertising the proposition due to the existence of
competitors like Apple and Samsung in the market.
Digital marketing
The utilization of digital marketing technologies assists an organization in upholding the
efficacy of the marketing operations in making the target audience aware of the existence of the
brand. In this connection, Nokia’s digital marketing strategy will support the same in making the
target audience aware of the quality of the service and product offerings (Saenko et al., 2016).
The utilization of the digital technologies will support the organization in maximizing the
promotion coverage. However, misutilization of the digital technologies might create negative
promotion through unintended message to the targeted audience.
Public relation
The public relation activities of the organization help the same in facilitating smooth
communication with the different target audience (Mihaela, 2015). It allows the organization in
recognizing the preferences of the target audience while developing their products. As per the
case of Nokia, the venture must undertake PR initiatives in order to make the target audience
aware of the evolution that has been undertaken by the same while launching the product Nokia
8. However, misinterpretation of the message might affect the customer loyalty towards the
organization.
1.2 Media types for Amount of reach
Sales promotion
The sales promotional techniques that are undertaken by organizations help the same in
boosting the value propositions through offers. Nokia might take steps to develop suitable sales

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promotions in order to sustain the high competition global markets with competitors as Apple
and Samsung (Finne & Strandvik, 2012). On the other hand, the development of the sales
promotion technique will be affecting the value propositions of the business while operating in
different global market scenarios.
Guerilla marketing
The guerilla marketing technique assists an organization in adhering to the experiences of
the target audience and thereby promoting the products as per the understanding of the
psychological bonds. The guerilla marketing initiative will support Nokia in providing the target
audience with a memorable experience or novel situation of the Nokia 8. However, the guerilla
marketing initiative might be misinterpreted by the target audience, which might create
significant issues relating to risks in losing brand name through scandals (Kim & Ko, 2012).
The organization aimed at worldwide operations and promotions of the same where cultural
clashes might result to misinterpretation of the message that might affect the smooth functioning
of the promotional elements.
Direct marketing
The direct marketing initiatives of Nokia will support the same in reducing the
intermediary costs that might be incurred while utilizing channels like retailers and
supermarkets. In this relation, the direct marketing initiatives of the organization will help the
same in establishing well grounds of communication with the target audience and recognizing
the concerns. The utilization of direct marketing will also enhance the chances of retrieving a
greater ROI (Return On Investment) for Nokia. However, Nokia’s target market will be limited
to a geographic region through the utilization of the direct marketing strategy. It will affect the
competitive edge of the business while operating in different global market scenarios.
1.3 Media types for frequency
Print media
The utilization of the print media will be helping the organization in maintaining the
efficiency of the operations in order to hold communication with the target audience and
recognize their concerns through the utilization of traditional promotional practice. Nokia might