How Nokia Is Planning a Game changer
RMIT International University Vietnam
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
Your assessment will not be accepted unless all fields below are completed
Subject Code:
MKTG1257
Subject Name:
Marketing Communication
Location where you study:
Saigon South Campus
Title of Assignment:
IMC Audit Report
File(s) Submitted
Group1-Nokia-N8-IMC Audit Report
Student name:
Truong Nhat Thanh s3245596
Dang Thi Le Thuy s3245641
Chung Thi Hong Vy s3245731
Student Email Address:
S3245596@rmit.edu.vn
S3245641@rmit.edu.vn
S3245731@rmit.edu.vn
Learning Facilitator in charge:
Mr. Melvin Fernando
Assignment due date:
21 March 2011
Date of Submission:
21 March 2011
Number of pages including this one:
18
Word Count:
1470
EXECUTIVE SUMMARY
Along with the increasingly success of smart phone running Android the new I-Phone generation is preparing to launch into the market, Nokia was forced to change if not want to be vanquished. N8 generation with Symbian brings the first visual look on the attempt to regain market for Nokia in the field of operating systems, so these products make attention and gain interest from customers. Target market for the Nokia N8 smart phone is from 20 to 40 years old with medium and high income. Especially, their main targets are people who loving high technology and want to use something special. Base on the objective of target market, increasing customer’s awareness and restore reputation for Nokia, the company launched the impressive campaign “Dien anh trong tam tay” (Cinema at hand) event and received positive response from customers.
To promote for the new generation, the company set up two kinds of important strategies such as event sponsorship and advertising that gain profound interest of customers and affirm the lead position in the hi-tech industry.
Firstly, Nokia N8 sponsors for the event called “Cinema at hand” to support candidates who
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
Your assessment will not be accepted unless all fields below are completed
Subject Code:
MKTG1257
Subject Name:
Marketing Communication
Location where you study:
Saigon South Campus
Title of Assignment:
IMC Audit Report
File(s) Submitted
Group1-Nokia-N8-IMC Audit Report
Student name:
Truong Nhat Thanh s3245596
Dang Thi Le Thuy s3245641
Chung Thi Hong Vy s3245731
Student Email Address:
S3245596@rmit.edu.vn
S3245641@rmit.edu.vn
S3245731@rmit.edu.vn
Learning Facilitator in charge:
Mr. Melvin Fernando
Assignment due date:
21 March 2011
Date of Submission:
21 March 2011
Number of pages including this one:
18
Word Count:
1470
EXECUTIVE SUMMARY
Along with the increasingly success of smart phone running Android the new I-Phone generation is preparing to launch into the market, Nokia was forced to change if not want to be vanquished. N8 generation with Symbian brings the first visual look on the attempt to regain market for Nokia in the field of operating systems, so these products make attention and gain interest from customers. Target market for the Nokia N8 smart phone is from 20 to 40 years old with medium and high income. Especially, their main targets are people who loving high technology and want to use something special. Base on the objective of target market, increasing customer’s awareness and restore reputation for Nokia, the company launched the impressive campaign “Dien anh trong tam tay” (Cinema at hand) event and received positive response from customers.
To promote for the new generation, the company set up two kinds of important strategies such as event sponsorship and advertising that gain profound interest of customers and affirm the lead position in the hi-tech industry.
Firstly, Nokia N8 sponsors for the event called “Cinema at hand” to support candidates who
References: Nokia 2011, Nokia N8, Nokia, viewed 9 March 2011, < http://www.nokia.com.vn/tim-san-pham/tat-ca-dien-thoai/nokia-n8/nokia-n8>. Nokia 2010, Tin Tuc, Dien Anh Trong Tam Tay, viewed 8 March 2011, < http://dienanhtrongtamtay.com.vn/tinbenle.aspx>. Shimp, T 2010, Integrated Marketing Communication in Advertising and Promotion, 8th edn, South-Western Cengage Learning, China. Staska 2011, “Nokia Q4 2010 Earnings. Nokia confirms 5+mil Symbian^3 phones shipped. Loses a lot of market share”, Unwired View, viewed 16 March 2011, VTV6 2010, "Điện ảnh trong tầm tay", VTV, viewed 10 March 2011, . E. Appendices Appendix 1: Vietnamese population data Source: veryvietnam.com/country/ Appendix 2: Internet penetration in Vietnam Source: veryvietnam.com/country/