Marketing Communication Plan For NOKIA
Marketing Communication Plan for NOKIA
Executive Summary
This study was carried out to analysis the marketing communication plan for the Nokia smartphone. Nokia was merged by Microsoft and became a division in Microsoft called “Devices Group”. Thus, the study investigate both the past communication plan for Nokia, and the present or future plan for “Devices Group”.
There are 6 sections for this essay, with a logical flow started with the review of marketing plan, followed by program situation analysis; communication process analysis; budget determination; integrated marketing communication program development; and ended by monitoring, evaluation, and control.
Introduction
Smartphone seems to be the necessity for people, which leads to a huge demand for the smartphone and of course a crucial competitive in this market.
Hence, many brands showed up and tried every single method to gain market share and make itself outstanding among those competitors.
1.0 A Review of the Marketing Plan
1.1.1 Overview of the Smartphone Market
The diagram below shows the market shares for each brand of smartphone.
Source: (IDC a, 2014)
In the smartphone market, Samsung took the top share of whole smartphone market for its popularity，and then followed by Apple. However, according to this chart，NOKLA has been arranged into “others” section, it has gone away from its most glorious era. NOKIA changed its operating system to window operating system before merged by Microsoft (BBC, 2013), and it is crucial to analysis the proportion of different operating systems in this smartphone market.
Source: (IDC b, 2014)
Android OS has always occupied the first position in the smartphone market, and then followed by IOS (Apple operating system). Although, Windows has taken the third place for its operating system, the market share is still quite low, and very far behind of the first two operating systems.
1.1.2 Current Position and Future Plan
By looking back the historical data of
Executive Summary
This study was carried out to analysis the marketing communication plan for the Nokia smartphone. Nokia was merged by Microsoft and became a division in Microsoft called “Devices Group”. Thus, the study investigate both the past communication plan for Nokia, and the present or future plan for “Devices Group”.
There are 6 sections for this essay, with a logical flow started with the review of marketing plan, followed by program situation analysis; communication process analysis; budget determination; integrated marketing communication program development; and ended by monitoring, evaluation, and control.
Introduction
Smartphone seems to be the necessity for people, which leads to a huge demand for the smartphone and of course a crucial competitive in this market.
Hence, many brands showed up and tried every single method to gain market share and make itself outstanding among those competitors.
1.0 A Review of the Marketing Plan
1.1.1 Overview of the Smartphone Market
The diagram below shows the market shares for each brand of smartphone.
Source: (IDC a, 2014)
In the smartphone market, Samsung took the top share of whole smartphone market for its popularity，and then followed by Apple. However, according to this chart，NOKLA has been arranged into “others” section, it has gone away from its most glorious era. NOKIA changed its operating system to window operating system before merged by Microsoft (BBC, 2013), and it is crucial to analysis the proportion of different operating systems in this smartphone market.
Source: (IDC b, 2014)
Android OS has always occupied the first position in the smartphone market, and then followed by IOS (Apple operating system). Although, Windows has taken the third place for its operating system, the market share is still quite low, and very far behind of the first two operating systems.
1.1.2 Current Position and Future Plan
By looking back the historical data of