IMC Plan and Web Discussion Report Contents

Running head: INTEGRATED MARKETING COMMUNICATION
School of Business and Economics
Integrated Marketing Communications
Title:
Final Assignment: IMC Plan and Web Discussion Report

INTEGRATED MARKETING COMMUNICATION
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Contents
Part 1...................................................................................................................... 1
Introduction and Summary of Brand Audit.....................................................................1
Introduction of Nokia.............................................................................................. 1
Summary of brand audit.......................................................................................... 1
Part 2...................................................................................................................... 2
Identify Primary Target Audience................................................................................. 2
Primary target audience.......................................................................................... 2
Part 3...................................................................................................................... 3
Assessment of IMC Situation...................................................................................... 3
Internal analysis of Nokia........................................................................................ 3
Strength............................................................................................................ 3
Weakness......................................................................................................... 3
Opportunity........................................................................................................ 3
Weakness......................................................................................................... 3
External analysis of Nokia....................................................................................... 4
Political Perspective............................................................................................ 4
Threat from substitution....................................................................................... 4
Threat from new entrants..................................................................................... 4
Economy perspective.......................................................................................... 4
SWOT Analysis..................................................................................................... 4
Strength............................................................................................................ 4
Weakness......................................................................................................... 4
Opportunity........................................................................................................ 4
Threats............................................................................................................. 5
SWOT Analysis of competitors.................................................................................5
Strength............................................................................................................ 5
Weakness......................................................................................................... 5
Opportunity........................................................................................................ 5
Threat............................................................................................................... 5
Strength............................................................................................................ 5
Weakness......................................................................................................... 5
Opportunity........................................................................................................ 6
Threats............................................................................................................. 6
Part 4...................................................................................................................... 6

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Media Schedule and Budget....................................................................................... 6
Media objective..................................................................................................... 6
Gantt chart of media schedule.................................................................................6
Media Budget........................................................................................................ 7
Part 5...................................................................................................................... 8
Marketing Communication Objectives and Positioning....................................................8
Marketing communication objective..........................................................................8
Positioning strategy................................................................................................ 9
Positioning statement............................................................................................. 9
Part 6...................................................................................................................... 9
Message Objectives and Strategies (10 marks).............................................................9
Creative message strategy.................................................................................... 10
Message objective............................................................................................... 10
Message strategies.............................................................................................. 10
Part 7.................................................................................................................... 11
IMC Measurement and Evaluation............................................................................. 11
Measurements to evaluate IMC process..................................................................11
Measurement functioning to evaluate IMC process...................................................11
Part 8.................................................................................................................... 12
Conclusion............................................................................................................. 12
Strengthening Brand Equity................................................................................12
Marketing communication mix strategies..............................................................13
Primary target audience........................................................................................ 14
SWOT Analysis................................................................................................... 14
Communication objective...................................................................................... 14
Media tactics....................................................................................................... 14
Message tactics................................................................................................... 15
Creative theme.................................................................................................... 15
Bibliography........................................................................................................... 15

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Part 1
Introduction and Summary of Brand Audit
1. Briefly describe your product’s organization.
2. Concisely summarize the six items in your product’s brand audit.
Introduction of Nokia
Nokia is one of the leading mobile phone corporation present in the world that
is dealing in manufacturing phones since 1980s. The company was found by Fredrik
Idestam, Leo Mechelin, and Eduard Polon and was headquartered in Finland. With a
vision of ‘connecting people’, Nokia did create a world where everyone could be
connected by its finest medium being world’s largest manufacturer in mobile phones.
It has almost 132000 employees in over 120 countries with sales in more than 150
countries. With great brand awareness ability in Nokia since ages has established
such an image where it has built faith and trust regarding brand and its quality. This
company ensures quality in product and recruiting only high quality staff with great
interpersonal skills. For the fulfilment of organisation’s vision, they have three major
aims of having strong customers’ recognition, upholding strong relationship build-up
with its stakeholders and speedy expectations with progressive customers and
market needs (Furht & Ahson, 2016). This essay includes brief summary about
product and brand audits with a brief description about primary targeted audience. It
also includes assessment of integrated marketing communication situation with
media schedule and budget. Next part of this essay concisely describes marketing
communication objective and positioning with message (content to communicate)
objectives and strategies. Last part covers IMC measurements and evaluation,
concluding about IMC plan
Summary of brand audit
Before entrance of companies like Samsung, Apple, Sony etc. in the mobile
technology industry, the company used to attain profitability by serving its android as
well as classic phones. The classic phone product segment had once taken over
whole market capitalization. However, soon after that competition reduced the brand
awareness of Nokia. While auditing the brand image of Nokia in the external
international market, it should be noted that incompetence of the organization to

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change with the upcoming trends reduced its value in the eyes of prospective
people, resulting in which brand image also depleted. Further, Nokia is always
known for its low prices with great lasting quality. Though with contrasting effects,
this company used to be on the top which in currently, struggles to have a profitable
comeback. Due to strong competition in market with impactful marketing practices
and innovation in products, it still lags in capturing market. While evaluating brand,
its target market demographically aims to focus at customers with age between 19-
39 years who looks for low budget products due to low income (Majanoja, Linko, &
Leppänen, 2017). Also, it stands different with its multiple colours product that
attracts and makes its different from other competing brands. Positioning is yet
another aspect of brand evaluation, where Nokia with its vision of ‘connecting
people’ its tries to capture customer attention with a notion to establish distinctive
place in the mind of customer where it connects dear ones with the main target to
provide quality assisting in communicating. Though, due to its failure in adopting
changes in android OS, Nokia still managed with its comeback still it managed to
maintain trustable relationship among its customers. While being most experienced
and having good image, it has to now shift their concern towards productivity
relevant to the user need and requirements (Beverland, 2018).
Part 2
Identify Primary Target Audience
1. Describe your primary target audience using five consumer characteristics.
Primary target audience
The primary target market of the company involves the people who belong to
age group of 25 to 45 years. These are the people who are willing to pay good sum
for efficient technology present in external international environment. Hi-fliers and
trendsetters are the two types of people who are targeted by the company. Hi-fliers
are the corporate executive who belongs to high income level segment. Further,
trendsetters are the people who are early adopters of emerging technology. These
people belong to age group of 16 to 30 years and are present between middle to
high income level.

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Third type of consumer group belongs to those who use cell phones to stay in
touch which basically comprises you youth and home-makers (Damarjati,
Kusumawati, & Mawardi, 2016). Last type of consumer groups are those who have
high net worth where it is necessity to consume mobile phones (CEOs, industrialist,
high-profile celebs).
Part 3
Assessment of IMC Situation
1. Concisely describe the internal analysis for your product’s brand.
2. Briefly describe external analysis for your product’s brand.
3. Provide your product’s brand prioritized SWOT analysis.
4. Provide your two direct product’s brand competitors’ prioritized SWOT
analysis.
Internal analysis of Nokia
Internal analysis for Nokia explores its competencies, cost position and
competitive positioning.
Strength
Its strengths comprise of high quality assurance with average price and along with
the durable life of the product is the biggest strength of the company.
Weakness
Difficulty in adopting new technologies and changing according to the diverse trends
present in the market are the biggest weakness of the company in the market. The
company face difficulty in matching the level of technology the level of its competitors
present in the market.
External analysis of Nokia
External environment comprises of such factors influencing organisation at a larger
scale. Nokia is such a brand with its impactful global reach.
Political Perspective
From political perspective, Nokia is has faced challenges due to change in political
reforms which once happened in Egypt where because of political riots company
decreased its market.