School of Business: Integrated Marketing Communication Plan for Nokia

This project presents a comprehensive integrated marketing communication (IMC) plan for Nokia, a leading mobile phone corporation. It begins with an introduction to Nokia, including a summary of its brand audit, and then identifies the primary target audience, which includes individuals aged 25-45, high-fliers, trendsetters, youth, and high-net-worth individuals. The IMC situation is assessed through internal and external analyses, including a SWOT analysis of Nokia and its competitors (Samsung and Apple). The project outlines media objectives, presents a Gantt chart of the media schedule, and details the media budget. It then defines marketing communication objectives, positioning strategy, and positioning statement. Message objectives, strategies, and creative themes are discussed, followed by IMC measurement and evaluation methods. The conclusion emphasizes strengthening brand equity through marketing communication mix strategies. The project incorporates feedback from previous assignments, providing a holistic view of Nokia's IMC plan, including its strengths, weaknesses, opportunities, and threats within the competitive landscape of the mobile phone industry. The plan details media objectives, media schedule, and budget, along with marketing communication objectives, positioning strategy, and measurement techniques.

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 1
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

INTEGRATED MARKETING COMMUNICATION 2
Part 4....................................................................................................................................................6
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

INTEGRATED MARKETING COMMUNICATION 3
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

INTEGRATED MARKETING COMMUNICATION 4
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.

INTEGRATED MARKETING COMMUNICATION 5
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.

INTEGRATED MARKETING COMMUNICATION 6
Threat from substitution
Threat from substitution is another variable which affects Nokia externally whereas,
there are no direct substitutes of mobile phones but functioning gives rise to other
form of substitutes like Tablets and PCs.
Threat from new entrants
Whereas, a constant push towards innovation has given rise to launch of new
products which increased threat from new entrants (Rusko, 2017).
Economy perspective
Furthermore, dicey movements of international currency rates and adapting
necessary changes or trends by the time could be a beneficial step towards
capturing market share.
SWOT Analysis
Strength
Nokia has an experience of more than 150 year conquers to be its strength which
has marked a distinctive place in the heart of its huge consumer count. The brand is
known to for its durability is its biggest strength.
Weakness
Less differentiation and low technically equipped specialized product portfolio is
weakness of brand.
Opportunity
Rapidly changing environment is the biggest opportunity for the company as this
industry keeps on introducing new features and several trends in the market. Thus,
capturing the industry trends can help the organization in achieving profitability.
Threats
Competition is the biggest threat for the company Nokia in the business
enviornment. Entrance of several renowned companies like Samsung, Apple etc.
has reduced the competence of the company and divided its sales as well (Bhasin,
2019).
SWOT Analysis of competitors
1. Samsung

INTEGRATED MARKETING COMMUNICATION 7
Strength
This company provide efficient products at economic price in the target market. The
mobile phones and other products provided are economic and technically equipped
as well.
Weakness
Whereas, due to poor customer services and weak brand portfolio coupled with less
repetitive sales in the market as well.
Opportunity
The company gains the opportunity to target more customers in the market as
maximum number of people are present in the middle income level segment only.
Threat
Whereas, rising prices of raw materials and currency fluctuations creates threat for
the brand (Omer, 2019).
2. Apple
Strength
Brand recognition and differentiation in the product are the biggest strength of the
company due to which sales of Apple are made repeatedly.
Weakness
Whereas, weak point about this brand includes high price and incompatibility with
different operating systems.
Opportunity
It has a future opportunity with growth of tablet and smart phone markets with
increase in demand for cloud-based services.
Threats
It has a threat from frequent fluctuations in currency rates and android operating
systems (Khan, Alam, & Alam, 2015).
Part 4
Media Schedule and Budget
1. Concisely describe your media objectives.

INTEGRATED MARKETING COMMUNICATION 8
2. Provide a blocking chart or Gantt Chart of your media schedule (tactics).
3. Provide your detailed media budget.
Media objective
 The initial objective of the media activities is to cover the overall mobile
industry and let people know about the brand Nokia and its products as well.
 Second objective aims at changing consumer behaviour and attitude so that
prospect considers Nokia over any other smartphone.
 Third objective of media is to associate desirable themes with product to
attract which will also let the brand awareness impact be successful.
 Last objective of media is to inform or communicate product features and
plus points to its targeted segment. These objectives could be achieved by
Nokia if different modes of media are used for successful brand awareness
after which these modes could also be used for offering great attractive deals
(Katz, 2016).
Gantt chart of media schedule

INTEGRATED MARKETING COMMUNICATION 9
Media Budget
Activities Perceived expense
(in $ million)
Actual expense
(in $ million)
Advertising 2.5 1
Digital marketing 2 5
Public relation 3 2.5
Sales promotion 2 1
Total Cost 9.5 9.5
Part 5
Marketing Communication Objectives and Positioning
1. Describe your marketing communication objectives.
2. Provide your positioning strategy and positioning statement.

INTEGRATED MARKETING COMMUNICATION 10
Marketing communication objective
The marketing communication objective of the company is to attract the
prospective customers in the market and introduce the new products and services to
them. The objective of the marketing strategy of the company adequately present the
USP of the products to the customers so that they can identify the brand against
other competitors and initiate sales as well.
Nokia’s goal of communication is to increase brand awareness at which since
last many years, this brand has increased its brand awareness through all mediums
which has made this brand more renowned and publically most trustable brand.
Changing attitude and brand perception is another objective of marketing
communication to undue the influence of misinterpretation revolving in market and
disrupting image of the brand. Another objective of marketing communication is to
influence and motivate customer to buy product including benefits better than of
competitors. Also, in order to decrease the competition and switching habits of
consumer, objective should be developed to persuade them that the brand and
product is comparatively better and convince them to try it (Rossiter & Percy, 2018).
Positioning strategy
The positioning strategy of the company is to place the brand in the market in
such a way that the customers get attracted towards it because of its attractive
features and body. The position strategy of Nokia focuses on placing the brand at a
position where people belonging to middle income level can buy them. Further, due
to its high resolution, dual camera and dual sight mode has made brand’s capability
stand apart from its other competitors (Nokia, 2019). Nokia’s other competitor
Samsung has low phone storage with low advanced camera feature whereas, Apple
has great advanced camera feature with low phone storage where Nokia in
comparison has better advanced camera features than Samsung but lower than that
of Apple. While considering phone storage, Nokia has way high capacity than that of
both Samsung and Apple. Hence, Nokia 8 enables its target masses to take great
quality pictures with high quality with high phone storage capacity (Alibage & Weber,
2018).

INTEGRATED MARKETING COMMUNICATION 11
Positioning statement
The positioning statement of the company suggests that they want to build a
fixed relationship with the customers in the target. The business wants to position
them at a place from where customers come back to them to initiate repeated sales
in the market.
(Source: By Author)
Part 6
Message Objectives and Strategies (10 marks)
1. Provide your creative message strategy statement.
2. Describe your message objectives to be communicated to the target
audience.
3. Describe your message strategies and discuss how they compete with your
direct product’s brand competitors.