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IMC Plan

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IMC Plan
MCS*3620*02
Integrated Marketing Communications Plan
Nokia Lumina 1020
November 28, 2013
Table of Contents
Executive Summary………………………………….
Situation Analysis…………………………………… Market Analysis………………………………. Market Environment…………………………..
Consumer Analysis……………………………
Competitor Analysis………………………….. Blackberry………………………………... Apple……………………………………… Samsung………………………………….. HTC……………………………………….. Product Analysis: Nokia Lumia 1020…
SWOT Analysis………………………………………
Marketing Strategy………………………………….
Marketing Objectives…………………………
Marketing Strategies………………………….. Basis for Segmentation…………………. Target Market…………………………… Positioning……………………………….. Competitive Approach…………………..
Target Audience………………………………
Proposed Budget………………………………
Communication Objectives…………………...
Overall Creative Strategy……………………..
Creative Executions…………………………... Social Media……………………………... Experiential Marketing…………………. Sponsorship………………………………. Personal Selling…………………………. Television Ad……………………………..
Media Strategies………………………………
Activity Schedule……………………………..
Plan Assessment & Closing Recommendations……
Bibliography………………………………………….
Appendix……………………………………………... Appendix 1: Tables…………………………… Appendix 2: Images…………………………... Appendix 3: Definitions………………………

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Bibliography: Ando, R., & Rig, B. (2013, September 3). Microsoft swallows Nokia 's phone business for $7.2 billion. Reuters. Retrieved November 6, 2013, from http://www.reuters.com/article/2013/09/03/us-microsoft-nokia-idUSBRE98202V20130903 Berte, E FNBR. (n.d.). Industry Dictionary. FNBR. Retrieved November 20, 2013, from http://www.fnbr.com/IndustryDictionary.htm Fingas, J Forecast: number of smartphone users in the U.S. 2010-2017. (n.d.). Statista RSS. Retrieved November 6, 2013, from http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/ Press Release Nguyen, H. (2011, August 18). Blackberry Bold 9900 Review. Ubergizmo. Retrieved November 12, 2013, from http://www.ubergizmo.com/2011/08/blackberry-bold-9900-review/ Nokia Reed, B. (2013, November 1). More good news for Microsoft: Nokia now No. 4 U.S. smartphone vendor. BGR. Retrieved November 26, 2013, from http://bgr.com/2013/11/01/nokia-us-smartphone-market-share/ Rubino, D Sage, S. (2013, August 15). BlackBerry still beating Windows Phone market share in U.S.. CrackBerry.com. Retrieved October 1, 2013, from http://crackberry.com/blackberry-still-beating-windows-phone-market-share-us Mobile Press Schroeder, S. (2013, November 19). Mashable. Mashable. Retrieved November 20, 2013, from http://mashable.com/2013/11/19/nokia-microsoft-acquisition/ Song, H Global Stats. (n.d.). Mobile OS market share | North America. Mobile OS market share | North America. Retrieved November 13, 2013, from http://stats.areppim.com/stats/stats_mobiosxtime_nam.htm Statista Steinberg, B. (2012, October 21). Ad Age Media. Advertising Age Media RSS. Retrieved November 21, 2013, from http://adage.com/article/media/tv-ad-prices-idol-match-football/237874/ Stevenson, A
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