Integrated Marketing Communications

Running Head: INTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS 1
Contents
Introduction.................................................................................................................................................2
Market Situation Analysis...........................................................................................................................2
Internal Analysis......................................................................................................................................2
Relative Strengths and Weaknesses of the Brand................................................................................2
IMC and Promotional Organization and Its Capabilities.....................................................................3
Previous IMC and Promotional Programs...........................................................................................3
Brand Image........................................................................................................................................3
External Analysis....................................................................................................................................3
Customer Behavior Analysis...............................................................................................................3
Competitive Analysis..........................................................................................................................4
Environmental Analysis..........................................................................................................................4
Marketing Mix Implications....................................................................................................................4
SWOT Analysis...........................................................................................................................................5
Target Market Segments and Target Audience............................................................................................6
Profiling of the Current Target Market of the Brand and Selecting Segment Characteristics for Media
Selection and IMC Messages...................................................................................................................6
Target Market Segments..........................................................................................................................6
Consumer Characteristics........................................................................................................................7
Primary Target Market Segment..............................................................................................................7
IMC Objectives...........................................................................................................................................8
Specific IMC Objectives for IMC Plan....................................................................................................8
Description of the Objectives and Their Link with Each Other...............................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

INTEGRATED MARKETING COMMUNICATIONS 2
Introduction
Integrated marketing communications can be defined as the approach utilized by the
organizations for the creation of a seamless and unified brand experience for the customers
across channels. With the passage of time, the marketing efforts have shifted to niche marketing
from mass advertising and therefore, the companies are increasingly making the use of IMC for
the purpose of developing more cost effective campaigns that are capable of delivering customer
value.
Nokia Corporation is the multinational information technology, telecommunication and
consumer electronics company from Finland which was founded in the year 1865. Nokia 8 is a
high end smartphone by Nokia that runs on Android operating system.The product faces direct
competitors from the products Apple iPhone X and Samsung S9.
The focus of this assignment is IMC and planning regarding the consumer product Nokia 8 while
taking into consideration its direct competitors Apple iPhone X and Samsung S9.
Market Situation Analysis
The situation analysis can be defined as the analysis of the current conditions of the marketplace.
The ability of the organization plays a great role in its success or survival as it allows toact on the
current performance in its operating environment.
Figure 2.1: Situation Analysis
Internal factors External factors
Assessment of Firm’s Promotional
Capabilities
 Nokia is a phone that supports the
personality of the owner. The
promotional organization will make an
integrated campaign that will r-
establish Nokia as a brand which is
different from others.
 Unique experience can be offered by
the brand which other brands are unable
to offer.
 The promotional agency is capable of
Customer Behaviour Analysis
 The consumers who buy the Nokia
products are those who expect durable
products.
 The decision is made by them on the
basis of features offered by the product
and their capability of providing value
for money.
 The purchase decision of the customers
is dependent on the technology offered
and the marketing activities undertaken
by the brand.

INTEGRATED MARKETING COMMUNICATIONS 3
creating personal content that expresses
their individuality. The total budget of
the campaign will be $200,000 which
will be divided across advertising,
product placement, social networking,
website, etc.
 The customers buy products that highly
satisfied them. Core needs should be
satisfied of customers.
 The customers buy Nokia 8 due to
quality and loyalty.
 These days Nokia 8 is mostly being
purchased via online after complete
evaluation of alternatives (Park, Jun, &
Lee, 2015).
 They buy on Christmas season for gift
purpose.
 The modern lifestyle and age factors
impact on the decision of purchase.
Assessment of firm’s Previous Promotional
Programs
 Promotional objectives are to increase
the awareness of products by using
different promotional channels and to
gain the sales of product.
 For this, $1400 will be required for
promotional budget and marketing
activities will be allocated to marketing
manager and salesperson.
 The previous IMC of the brand
revolved around advertising for
reaching the target audience by making
the use of different mediums such as
electronic media, print media, TV ads,
billboards, social network, etc.
 Customer satisfaction with quality
products was the prime focus of these
promotional campaigns.
Competitive Analysis
 Apple iPhone X and Samsung S9 are
the direct competitors of Nokia 8.
However, some new players are also
emerging in the market such as Xiaomi
which are coming up with innovative
technology at competitive prices.
 Apple is not involved in the promotion
of its products while Samsung reserves
huge budgets on the marketing and
promotion of its products.
 It has low position relative to the
competition.
 Competitors use promotion budget
according to their promotional
channels.
 These competitors are promoting their
products through internet, television,
etc.
Assessment of firm or brand image
 Since Nokia is one of the oldest
telecommunications organizations of
the world, it is acknowledged by the
customers for its reliability. There is
positive perception of the customers
toward the brand. The reliable products
offered by the company have
encouraged the customers to re-
purchase the mobile phones produced
by the company even after paying a
Environmental Analysis
 The promotional programs for Nokia 8
are significantly affected by the current
trends and developments. There are
certain current trends or development
that affects the promotional program. In
this way, all the brands are coming up
with innovative technology for winning
the hearts of the customers. Flexible
and easy to carry lightweight
smartphones which are capable of