Nokia 8: Integrated Marketing Communication and Media Strategy

This report details an Integrated Marketing Communication (IMC) plan for Nokia 8, addressing media objectives, strategy, and tactics. The report begins by outlining media objectives including target market coverage, reach, and frequency of messaging. It justifies the selection of these objectives, emphasizing their importance in enhancing sales and achieving a competitive advantage against rivals like Apple and Samsung. The strategy section covers media types such as advertising, digital marketing, and public relations, along with media classes like broadcast and social media. Tactics include scheduling, execution plans, and budget considerations for an effective IMC campaign. The report emphasizes the use of digital marketing, social media, and public relations to engage the target audience and promote Nokia 8 effectively. It highlights sales promotions, guerilla marketing, and direct marketing strategies. The report concludes with a detailed budget allocation and a discussion of the proportion of the budget for different media classes, ensuring a well-rounded and effective marketing approach.

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of the student
Name of the university
Author note

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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

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utilize the print media in order to attract the attention of majority of the target audience towards
the product and service offerings made by the same (Yang, Kim & Yoo, 2013).
Electronic media
The utilization of the electronic media will be helping the organization in targeting the
trendsetters for communicating the message. The application of different offers should be
communicated to the target audience in order to enhance the rate of sales. However, the sales
promotion initiative of the organization might be affected the intense competition in the global
markets through the existence of players like Apple and Samsung.
Product Placement media
Product placement media will be helping Nokia in maintaining the efficiency of Nokia in
placing the new product through suitable promotional platforms. Frequent advertising assists an
organization in making the target audience aware of the brand and its offerings. Advertisements
will support Nokia in making the diverse people aware of the different aspects of change in the
operations as per the requirements of the venture.
2. Media Class
Media types Media Class
Advertising Broadcast media
The utilization of the broadcast media will support
Nokia in upholding the efficiency of the
promotional activities through the utilization of
different digital technologies. The broadcast media
assists an organization in communicating with the
target audience in a larger scale and less applicable
costs (Tomše & Snoj, 2014). However, the
organization is required to be careful during the
construction of content for the broadcasting media.
Digital marketing Social media marketing
The social media marketing of Nokia will be
assisting the business in maximizing the IMC
operations of the same in the competitive markets.

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The social media marketing of the organization will
be utilizing different media vehicles, which will
simplify the communicational aspect through
reduction of the promotional costs (Shen &
Bissell, 2013). The emergence of the digital
technologies and the advancements in the means of
communication has resulted to the wide utilization
of social media among the community
stakeholders. In this connection, the utilization of
the social media marketing will support the
organization in upholding the efficiency of the
operations through maximization of the target
market coverage (Schmeltz, 2012).
Public relation Charitable event
Charitable events help an organization in gaining
over the trust and confidence of the different
community stakeholders. The trust and confidence
of the communities assists a venture in maintaining
customer loyalty and brand name of the same while
achieving a competitive advantage (Dumitru et al.,
2015). The concerned organization might take steps
to hold sponsorships in different charitable events.
The enhancements in the PR initiatives through the
sponsorships in the charitable events will help
Nokia in promoting the products and services more
efficiently.
Sales promotion Emails
The utilization of Emails will support the
concerned organization in making the consumers
aware of the offers and discounts that are
facilitated by the same (Calder, Malthouse &
Maslowska, 2016). The discounts and offers will
drive the attention of the target audience to make a
buy of Nokia 8. The utilization of emails to the

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individual target target audience will support the
organization in gaining feedback from the same
and thereby judge the product’s likelihood for
sustenance through the consensus. On the other
hand, the sales promotion initiative of Nokia
through emailing will help the business in
maximizing the sales volume as per the
requirements of the venture. Emails will provide
the target audience with a detailed assessment of
the competitive edge of Nokia over Apple and
Samsung which will also facilitate sales growth of
the business.
Guerilla marketing Promotional event
The promotional events such as product or service
launch through press release and the like assists an
organization in making the target audience aware
of the features that are proposed by the same. In
this connection, the concerned organization Nokia
has taken steps to undertake different promotional
events in order to make the target audience aware
of the different changes in the product offerings as
per the needs of the trendsetters. In this
connection, Nokia might take a proactive approach
of communicating with the consumers through the
utilization of promotional events for understanding
the demand that might be faced by the same in the
respective markets before positioning their
products (Mishra, Boynton & Mishra, 2014).
Direct marketing Websites
Websites and web portals act as an effective media
for boosting the sales volume of an organization.
The online purchase of products through the
websites assists an organization in reducing the
costs that might be encountered by the same

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through the inclusion of intermediaries or the
extended version of the supply chain and logistics
(Belch & Belch, 2014). On the other hand, the
creation of the website has helped the organization
in making the target audience awre of the different
changed processes.
Print media Periodical Advertising
The periodical advertisements will be helping the
concerned organization in making the target
audience aware of the product launch through print
media. The print media promotion of Nokia will
aim at developing interests among the target
audience for persuading them to make a buy of the
product or service offerings.
Electronic media Display advertisements
The display advertisements of the organization will
be helping the concerned business in enhancing the
promotional activities through different display
forums and instruments. As per the case of Nokia,
the venture has undertaken steps to develop a Pop
up’s in order to keep the target audience informed
of the developments that are being undertaken by
the organization in the range of products and
services.
Outdoor advertisements Transit advertising
The transit advertisements will be helping the
organization in making the target audience aware
of the product launch while they are on their
feasible routes. On the other hand, the transit
advertisements also aim at providing the target
audience with a memorable positive experience
(Shkurkin et al., 2016).

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3. Media Vehicle
Media Class Media vehicle
Broadcast media Television
The utilization of television advertisements assists
an organization in maximizing the coverage of the
target market. Nokia must take steps to develop
different television advertisements in order to
facilitate suitable communication of the message to
the end level consumers (Ashley & Tuten, 2015).
The frequent television advertisements will support
the organization in building a positive brand name
of the same while operating in different global
market scenarios. It has been reported that Nokia
encounters a limitation in the while undertaking
advertisements in the global markets in comparison
to Apple and Samsung. It has affected the
competitive edge of the same. However, the
improper content of the message in the
advertisement media might affect the brand name
of the same (Kerr & Patti, 2015).

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Social media marketing Facebook
Social media utilization assists an organization in
upholding the efficiency of the operations that are
undertaken by the same as per the objectives of
gaining the attention of most of the target audience
(Thaichon & Quach, 2016). The concerned
organization, Nokia, will be utilizing Facebook as
the social media marketing strategy. The
organization will be creating a page in Facebook,
which will provide the target audience with
different features of Nokia 8. On the other hand,
the social media integration through Facebook will
support Nokia in retrieving feedbacks from the
target audience in order to recognize the concerns
that are faced by the same. The feedbacks will
support the concerned organization in developing
the products and service designs.
Charitable event Sponsorship events
Sponsorship events help an organization in
upholding the efficiency of the operations as per
the requirements of the venture. The sponsorship
events provide the organizations with the ability of
operating as per the CSR objectives (Dumitru et al.,
2015). The trust and confidence of the communities
might be gained through the utilization of
charitable events. It will be ensuring the suitable
development of brand name.
Emails Customized emails
The customized emails will support the
organization in maintaining the efficiency of the
same in holding suitable PR. Emails to the target
audience will support the organization in making
the target audience aware of the product and
service developments and launch of new products