Promotional Tools for Nokia Marketing Campaign - Essay Example

? A Report on the Promotional Tools for Nokia’s Marketing Campaign Number: Lecturer: Table of Contents A Report on the Promotional Tools for Nokia’s Marketing Campaign 1 Table of Contents 2 1.0 Executive summary 3 2.0 Introduction 3 3.0 Methodology 4 4.0 Main Findings 4 5.0 Schedule for Marketing Activities 6 6. 0 Conclusion 6 6.0 Recommendations 7 References 7 1.0 Executive summary This report is a submission to the senior management team of Nokia Company. It reports on the marketing campaign plan that was devised for use in South Africa where the company is planning to launch its two new brands namely: Nokia Lumia 920 and Nokia Lumia 820. In particular, this report focuses on the four promotional tools that were used that are public relation, direct marketing, promotions and advertising. The report seeks to inform the team about the appropriateness of the selected promotional tools in bringing about a successful marketing campaign. It also demonstrates how the selected promotional tools will be fully utilized in devising a creative mix of marketing activities suitable for a successful marketing campaign. 2.0 Introduction The marketing department of Nokia Company was tasked with devising the marketing campaign plan that would be used in ensuring that the two new Nokia brands sell well in South Africa and they proposed that the company utilize advertisements, sales promotion, direct marketing, and public relation as promotional tools (Awad 2004). Promotion is one of the elements in the marketing mix, and just like all the other elements, it deserves a lot of evaluation before being approved by the senior management team of a company (Armstrong & Kotler, 2012). The main agenda of the team was to seek information and clarification on the suitability of public relation, direct marketing, promotion, and advertising as promotional tools with an aim of ensuring that Nokia Company achieve the desired results from the planned promotions and that shareholders get a good return on their capital, which will be used in rolling out the selected promotions. The report discusses the utilization of the said promotional tools before providing a conclusion and recommendation (Barnes 2008). 3.0 Methodology To get data on this issue, the team focused on establishing the particular market segment that was targeted. The research aimed at establishing and identifying the characteristics of the target audience. This was done through observation and interviews. 4.0 Main Findings The team found out that i. Both Nokia Luminia 920 and 820 will appeal most to young customers who are particularly tech-savvy. ii. The company needs to come out with strategies that will make the prospective customers aware of the new Nokia phone models on the market: Nokia Luminia920 and 820. iii. The company needs to come up with promotional tools that can create interest in prospective customers. iv. The company needs to have promotional tools that will sustain client’s satisfaction during and after sales. It is out of this finding that the team settled on public relation, advertising, direct marketing, and sales promotion as appropriate promotional tool to be used. Armstrong and Kotler (2012) describe advertisement as a promotion technique whereby words, signs, or songs are used to create awareness among the audiences about the product, service, or an upcoming event. In this case the two Nokia models would be advertised via popular South African radio and television stations, billboard and posters, internet, via popular sites such as face book and twitter. This is guide necessary because the target audience is the youth who are tech survy. Advertisement in this case, would also be appropriate because it will be able to create awareness amongst the mass audience by positioning a product in the mind of the audience and inform them about the advantages of Nokia Lumia 920 and 820 (ibid) . Wood (2010) support the use of advertisement as a promotional tool when he states that advertisements help in boosting consumer’s confidence in the advertised product or service (Bryman & Bell 2007). Effective marketing will also be done through sales promotions. Sales promotions will aim at generating high sales during the first days of the launch. The sales pro motion activities will involve issuance of discount and bonuses on handset sold. The company will offer a discount of 10% for the two new Nokia brands. The discount will apply only for the first month after the launch. Sales promotion is appropriate promotional tools for new Nokia brands because it has the potential of attracting a high number of buyers of a newly released product (Deb 2006). The company will also introduce giveaway to customers. Wood (2010) supports such marketing strategies when he says that sales promotions boost the sale of particular product or service temporarily and attracts traffic especially when introducing new products. In regard to direct marketing, sales representatives will approach potential consumers directly. Nash (2000) explains that direct marketing is an appropriate promotional tool that supplements the efforts of advertisements. Therefore, the Nokia Company would be required to hire sales persons who will go to promote the two brands directly to South Africans clients in learning institutions and tech savvy people who visit the retail shops that sell these brands (Gerybadze 2010). This will augments efforts of other promotional tools. It is vital for the company to use this promotional tool because lately Apple and Samsung products have been outshining Nokia products in the market. To actualize this, company will organize speaking engagements, press conferences, community service programmmes, Nokia exhibitions, road shows and sports activities sponsored by Nokia. The messages to be conveyed under public relations are aimed at making the public think positively about the Nokia Company and its products (Lattimore et al 2008). 5.0 Schedule for Marketing Activities Activity May June July August September October Sourcing for suitable stores to sell two new brands. Seeking advertising spaces in the mediums selected Recruitment of direct sales representatives Road shows and expos (PR) Official launch events Sales promotions Advertisement Direct Marketing 6. 0 Conclusion This report has identified and discussed four promotional tools selected for the marketing campaign of the two Nokia brands in South Africa, It is hoped that if well executed, they will achieve the required results which are to make the prospective customers aware of the new Nokia phone brand, create interest in customers, which will eventually will increase and sustain high sales. 6.0 Recommendations For these promotional tools to produce the desired results, it is recommendation that the company sets aside enough finances to funds fully all the proposed promotional activities. It is also suggested that all the promotional tools should bear the same promotional message which in a way will be supporting the effort of each tool. References Armstrong, G. and Kotler, P. (2012). 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