MARKETING MANAGEMENT- 2

ASSIGNMENT-2

MARKETING COMMUNICATION AND ADVERTISEMENT

SUBMITTED TO

Prof Saji Nair

Submitted by:

GROUP_3

Nikhil -16

Shobhna-31

Sujata-34

Sadhna-29

Priya-23

Julie-9

Neha-15

Introduction of Advertising of Nokia

 Start of the campaign of Nokia in India

Nokia, the world's leading mobile phone manufacturer recently swept a number of awards at the
recent Media Magazine Advertising Awards and the Asian PR Awards. Nokia was awarded the
Advertiser of the Year for 1998 at the Media Magazine Advertising Awards and an Honorable
Mention for Technology Campaign of the Year in the Asian PR Awards. The Advertiser of the
Year Award recognizes companies that show commitment to building its brand across the Asia
Pacific region and developing creative advertising and in close partnership with its agencies.
Nokia distinguishes itself as the only company to win this award twice (1996 and 1998) in three
years.
The campaign is centered on its unique Human Technology TM, a concept that is based on
Nokia's observation of people's lives, which inspires Nokia to create technology, products and
solutions that meet real human needs. Nokia communicated this via brand and product TVCs,
print advertisements and point of sales materials. Nokia also notched up a first for interactive
advertising, being the first in Asia to provide on-line sales of the premium Nokia 8810 model.

Communication process model of NOKIA

The communication process is the inter-relationship between several inter-dependent

components. It consists of a whole series of related actions and reactions which together result in
the sharing of meaning.

There are 6+1 essential elements which makes the marketing communication effective. These
are Sender,encoding, medium, message, decoding, receiver and feedback which is very essential
for marketing communication. There is one undesirable element also which is Noise. Hence it is
kept outside.

Sender- Sender is generally the company who wants to promote the product. Through various
marketing channels, to persuade the customer to buy the product.

Encoding – The process of converting the message into communication symbols.

Message – This is the subject matter of the communication which is intended to be passed to the
receiver from the sender. Nokia always try to give message relating to people values like “ Nokia
Connecting People”& “Human Technology”.

Medium- Message encoded into symbols are transmitted by the sender through a channel. There
are different types of channels which NOKIA is using like Print Media, Electronic Media. Nokia
mostly concentrates on Print Media As their product needs illustration of the various features of
Mobile. They also concentrate of television.

Decoding – The receiver translates the words and symbols used in the message into idea and
interprets it to obtain its meaning. If the message is perfect, it will be perceived by the target
customer.

Receiver – The person or group to whom the message is directed. The receiver is the target
customer. Target customer of Nokia is the general people. So its message is always in lined with
the end user.

Feedback – It is the way of judging the effectiveness of the message. It is done by the method
like recall testing and customer satisfaction questionnaire. Feedback helps the company to know
its strengths and weakness.
 Objective of Marketing Communication

Goals that an organization seeks to achieve through its promotional program in terms
of communication effects such as creating awareness, knowledge, image, attitude, preferences
or purchase intention. The communication objective of Nokia is to improve brand image and
awareness also creating the brand recall in the customer minds through the colors logo and its
promotional program. So the person encouraged to buy the product, for achieving this objective
Nokia is using some tools of Marketing communication.

Marketing Communication Mix

Six Major Tools are:

1) Advertising
2) Sales promotion
3) Direct selling
4) Public relation and publicity
5) Direct marketing
6) Events and Experiences

Advertising: One of the strongest aspects of Nokia is its advertising strategy. Nokia’s ad
campaigns are have a short shelf life. the advertisements have proved to be an effective tool for
marketing their every product. When comes to marketing development, catching up the
customers is the main task. So keeping that in mind, the company, nokia is using such
advertisements as the main objectives for their rapid growth in the market. The customer
satisfaction is the main subject for improving any kinds of marketing business.

Sales Promotion-Nokia does sales promotion at different level. It specially does online sales
promotion.Its business and household devices for sales promotions are:

1.coupons

2. cash rebates
3.gifts

3.discounts

Nokia Coupons and Offers

SAVE on replacement batteries, car chargers and travel chargers from Batteries.com
Deals for Nokia accessories at CellPhoneShop
Discounted hands free kits

Nokia 5310 and 5610 XpressMusic handsets offerers as exclusive Nokia Kylie handsets,
featuring pre-loaded, exclusive video and music content. Consumers also have the opportunity to
download the full album and additional content from a promotional website, designed and built
by Haygarth, in addition to giving consumers the opportunity to win “meet and greet” tickets to
one of the dates on the Kylie X Tour 2008.

Personal and Direct selling-

The Nokia Online Store is open 24 hours a day, selling products, accessories and service
vouchers direct from Nokia. People can also order by calling our direct sales team, who can
advise them and place their order on your behalf, at 1-866-59NOKIA (1-866-596-6542) .

Public Relations ( PR )-

Nokia has strong PR. They keep on doing some or the other new events, programmes and
publicity, so as to keep up with the brilliant image of the company and also to enhance the brand
equity. Direct Marketing : Nokia does not perform Direct Sales activities on its official website
www.nokia.com. Nokia does use DEMO style of Direct Marketing. Nokia does not use Direct
Mail or Telemarketing styles of Direct Marketing.
Direct Marketing
The Nokia Eseries smartphones and select models of Nseries smartphones support the Mail for
Exchange software, which is compatible with Microsoft Exchange Server Active Sync and Direct
Push, allowing the Nokia smartphones to receive push email as well as sync contact lists,
calendars, and tasks with Exchange servers. Global Address Lookup is also supported, starting
with version 2 of the Mail for Exchange software.]

Nokia Messaging Email is a push e-mail service and client application, that supports most of the
popular e-mail providers like Hotmail, Yahoo! Mail, Gmail and many more. Nokia Messaging
servers aggregate messages from up to ten accounts on and push them to compliant devices
(Nokia S60 and some S40, plus Maemo-based devices like the N900)

Relative Importance Of Promotional Tool for Nokia

Advertising: - It gives maximum importance to advertising. It has 50% weightage in the

promotional tool.

Sales promotion:- it has 25% weightage In the promotional tool.

Direct selling :- it has 15 % weightage in the promotional tool.

Public relation : - it comprised of 10% weightage.

Developing brand equity through marketing

communication

Brand Awareness- Through all these marketing tools Nokia has built strong brand equity. It
created brand awareness through its everlasting relation with human feelings. Customer is aware
of its new launched product through its advertisement.

Brand Association-Nokia has associated a large chunk of people to its product. Marketing
tool has done a brilliant job for its Brand Association.

Perceived quality- Customers of Nokia perceive the quality is of superior class. It fulfills its
all the customer expectation. Quality like long lasting battery, toughness of the mobile, user
friendly technology and other attributes is well perceived by the customer.
Brand Loyalty- most of the customer of the Nokia is loyal to the product. They do not leave
the product and always want to be associated to Nokia.

Steps in developing effective communication

1) Identify the target audience- Nokia has a large number of target audiences. It has large
product line with different features and different range so Nokia covers the entire age and
income group. It formulates advertisement for the entire group.
2) Determining the communication objective- Its main communication objective is to
make aware of the new product and remind the brand.
3) Design communication- Communication is designed in such a way that it reaches to
major part of the target customer. It uses varieties of shades depending upon the type of
Mobile as well as customer. It prepares different ads for different type of customers. It the
favorite brand of most of the common people of India.
4) Marketing channel- It uses both print as well as electronic media but it mostly advertises
in Magazines as they can illustrate the new product feature in a better way.
5) Establishing budget- budget is established on the basis %age of sales. Its market share is
declining and it wants to improve its performance in India.
6) Media mix- Combination of media to be used in an advertising campaign. Television and
magazines dominates the media mixes of most national advertising campaigns because
these media reaches the broadest segments of the market.
7) Measure result- marketing communication performance is measured through pre and post
testing method.

Advertising task
Mission

Message
 Media

Money

Measurement

Advertising objective

1) communication objective

2) sales objective.

Response Hierarchy Model

AIDA Model

Attention: Awareness for the consumer.it is the cognitive stage in which the customer is looking
for the information about the product, so the main motive of the company is to provide the
information so that it can get the attention of its customer. Advertisement featuring child and
actress creats attention in the minds of the customer.

Interest: Consumer need to be made interested in the product. After getting the attention of the
customer the second motive is to develop the interest among the customers. Nokia has added a
number of attributes to create interest. These two stages fulfill the communication objective.

Desire: Consumer needs to be made to want to buy the product. With a number of product line it
creates desire among the customer. New product like N97 and many lower price phones also has
many features.

Action: Consumer are prompted into action. They actually buy the product. These two stages
fulfill the sales objective.
 Recommendation

The ads should target the older one also, as all the recent ads of high price Nokia product targets
the young ones not the older ones. Frequency of Ads on the television should be increased as it
will help to improve the brand loyalty.

It does not feature its main attributes of being user friendly, it should present itself as a user
friendly mobile.

NOKIA MESSAGE

CREATIVE CONCEPT: Nokia since years have kept the same tag line and therefore
its ads have always centered on the same tag line i.e., “CONNECTING PEOPLE”. Nokia is
having a big target audience and so have had many different kinds of advertisement but never
deviated from its main objective.

Nokia generally was seen to have ads according to the new set which it launched. In
accordance to the range of mobile set it tried to make the add. But it has launched a series of print
ads lately and there seems to be a change of advertising strategy. In the past, individual
campaigns are devised for individual handset launches. Now that this series of ads are more
thematic with an attempt to position Nokia as an all-round multi-media phone brand. In the ads,
less focus has been put on trumpeting the functions and features of individual handsets. On the
contrary, the handsets act as the support collectively to substantiate the multi-media positioning.
The ads are colourful and attention grabbing.

CREATIVE STRATEGY

Nokia T.V Commercial:

Example taken here is “Cool Nokia ad”.

1) Art Direction: In this add we find that the ad is very attractive. As it never says anywhere
in between that what is the product it is trying to show and only at the end of the ad one
can find out the product. The ad is made in a very stylish manner. Whole backgrounds
being black enhance the beauty of the ad

2) Production value: Both video as well as audio components of the ad have been taken care
of. Music of the ad is also very catchy. It is very strong but at the same time beautiful.
Saying in one line it is an ad with artistic touch. Not a single word is said in the ad but it
still communicates the message it wants to deliver. As already mentioned above this add
also aims at the attributes of the Nokia mobile as a whole rather than any specific handset.
 Example of a print ad of NOKIA.

In this ad also we can see though Nokia is advertising for a particular handset it can be clearly
seen that it has shown the symbol for Connecting People.

ELEMENTS OF COPY PRESENT IN THE ADVERTISEMENT :

1Main Text: NOKIA

2. Logo

Recommendations:

1) As there are many competitors in market Nokia should not go for generalized marketing
of product.
 2) If it concentrates on its older way of advertisement in which it made ads for individual
handset it can concentrate better on target market and audience.

Media Decision of Nokia ‘talk to me’, ‘hold me’, ‘I’m with you’.

Environment Marketing Advertisin Creativ

al Analysis Strategies g e
Strategies Strateg

Setting Media
Objectives and
Strategy

Selecting
broad Media
classes

Selecting Media – types

within Media - classes

Selecting specific Media –

vehicles within media - types
 Media Planning Process

Media Objectives and Strategy

• Nokia has always come up with a clear cut objective and some new strategy for its
advertisement.

Its objectives

 To reach out to the people and

increase brand awareness.

 Effective communication
marketing approach.

Its strategy

 Nokia's advertisements have

dwelt on the human angle of
mobile technology, rather than
emphasise their technical
aspects.
 To make the consumers feel
satisfied with their choice, and

their campaign is designed to tell them that Nokia offers them personal choice.
Broad Media Classes

• Nokia uses print media as well as electronic media for its advertisements.

Media-types within Media-classes

• Newspapers, Magazines

• TV, Internet

• Word of mouth

Specific Media-vehicles within media-types

• Jersey of the team “Kolkata Knight Riders” in IPL cricket matches.

• Magazines like “My Mobile” and “Gadget”.

• A few TV channels like Star Sports, Star Plus, Neo Sports.

• Internet search engine “Google”.

The 4 TV Advertising Strategies - Out of the 4 TV Advertising

strategies, nokia uses

1. Spot Telecasting strategy- This strategy is used by nokia in between different television
soaps and other entertainment programmes like Balika Vadhu, Bidai, MTV splitsvilla &
MTV Roadies.

2. Sponsorship Strategy – Nokia has sponsored a lot many events.

• Nokia announced its sponsorship of the 16th MTN South African Music
Awards to be held at Sun City on the 17th April 2010. This is the second
year that Nokia is one of the sponsors of these prestigious awards.
• Nokia has sponsored the Mobile Monday Switzerland 2009-2010 season
along with Switzerland AG.

2009-2010 season sponsors

• Nokia has become the long term title sponsor for the FIS Snowboard World Cup.
International Ski Federation (FIS).
• Nokia Sponsored Grammy Awards in 2008
• Nokia's sponsorship with celebrity Kylie Minogue. Fans of Minogue will have a chance
to win tickets for her European concert tour. Through visiting the Web site
www.NokiaKylie.com, they will be able to download her album to Nokia 5310 handsets.

These are some of the sponsorships that Nokia has been into in the last couple of
years.Nokia has been into lot of sponsorship in the last 2 decades in diverse fields.

The 3 Media Advertising Schedules

Out of the three nokia uses Pulsing Advertising Schedule.

Recommendations:
• Nokia has very much proved itself in media strategies. In India its dominance is even
more pronounced with a 70 per cent market share, compared to around 30 per cent

globaly. This could not have happened without a very good media strategy. However, it
can bring few improvements.
• It should try to come up with advertisement which appeals to lower middle- class people.