Marketing Communication Plan : Nokia 5800 Xpressmusic

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Nokia United Kingdom and Ireland 2008

Executive Summary
Current position of Nokia Nokia is the leading market leader of mobile devices in the UK and Ireland. Nokia is actually active on the entire mobile phone market, and targets high volume sales in all categories. They are clear market leader with 35.1% in the overall business, except for the higher segment, and actually this is not a good thing because this segment is getting more and more important. Because due to the mature market in the UK, growth is only possible when the competitors either lower their prices or develop their products like they do in the higher segment. Especially the last option should be chosen by Nokia because this is the most profitable one and because there is actually a trend to be seen around these „gadget-phones‟; nowadays people more and more want to differentiate themselves through a mobile phone. Nokia already offers those kinds of mobile phones, but its mobile phones are not really known for its image or functions, but in fact the phones‟ functions are just as good. The current Nokia image is that they have good reliable mobile phones but the phone is more perceived as „just‟ a phone like any other. The barrier that the customers have to buy a Nokia „gadget-phone‟ is that they simply do not know that Nokia offers these kinds of phones. The problem solution The objectives regarding this marketing communication problem is that Nokia must create a stronger image for its mobile phones in the gadget segment. By creating more awareness, and putting Nokia at the top of mind of the consumers in the target group. These objectives can be reached by marketing communication and Nokia should try to implement this plan on their new Nokia 5800 XpressMusic phone. What needs to be done The 5800 Xpressmusic phone is placed in the mid range of the market with the price being lower than most of its competitors (Apple iphone, HTC touch) It is clearly aimed at young people who are interested in all the benefits (internet, music, video, camera, touch screen) of the smart phones. But since this segment is not having the highest buying power the lower pricing will be a strong competitive advantage. Out of the marketing communication tools which include everything from the Promotion part of the marketing mix Nokia will use a few in a combination to solve the communication problem at hand. Nokia will use: advertising, sales promotion and product placement. Internet will be the major communication channel for creating loyalty and continuity of the campaign. Cinemas, TV, Newspaper and Magazines will mostly be created in the early stages to create awareness among the consumers. The idea is to communicate the functional benefits and place them in a setting while the music gives the feeling and connects to the name “xpressmusic”. The Music needs to be carefully chosen and preferably be fast and loud to get attention and also be in line with the lifestyle communicated by the “xpressmusic” brand. The Nokia 5800 XpressMusic phone:

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Table of contents
Introduction ...................................................................................................... 4 Analysing Nokia ............................................................................................... 5 Product analysis ................................................................................................................ 5 Consumer analysis ............................................................................................................ 5 Competitor analysis .......................................................................................................... 6 Market analysis ................................................................................................................. 7

Problem definition and objectives .................................................................. 7 Target group...
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