Integrated Marketing Communications Plan created by 1178577 1

 
   
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Student  ID  Number:    1178577  
 
Programme  Of  Study:    Business  Management  Year  In  Industry  
 
Module:    Marketing  Communications    
 
Assignment  Title:    Integrated  Marketing  Communications  Plan  
 
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Cover  Page  and  Table  of  Contents:  317  
Main  Body:  3293  
Reference  List  and  Appendix:  2605  
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INTEGRATED
MARKETING
COMMUNICATIONS

PLAN MICROSOFT & NOKIA

DEVICES AND SERVICES

 
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Table of Contents
EXECUTIVE SUMMARY  ......................................................................................................................  4  
INTRODUCTION  ..................................................................................................................................  4  
1. REVIEW OF THE MARKETING PLAN  ........................................................................................  6  
1.1 OVERVIEW  .......................................................................................................................................................  6  
1.3 JOINT SWOT ANALYSIS  ..................................................................................................................................  9  
2. ANALYSIS OF PROMOTIONAL PROGRAMME SITUATION  .................................................  11  
2.1 INTERNAL ANALYSIS  ......................................................................................................................................  11  
2.2 UK MOBILE PHONE ADVERTISING BUDGET  .....................................................................................................  12  
2.3 EXTERNAL ANALYSIS  .....................................................................................................................................  12  
3. ANALYSIS OF THE COMMUNICATIONS PROCESS  ...............................................................  15  
3.1 IMC OBJECTIVES  ...........................................................................................................................................  16  
3.2 IMC STRATEGY  .............................................................................................................................................  16  
4. BUDGET DETERMINATION  .......................................................................................................  18  
4.1 2015 BUDGET  .............................................................................................................................................  18  
4.2 PROMOTIONAL METHODS ALLOCATION OF BUDGET  ........................................................................................  18  
4.3 PROMOTIONAL CHANNEL ALLOCATIONS  .........................................................................................................  19  
4.4 PROMOTIONAL CHANNEL GANTT CHARTS AND BUDGETS  ................................................................................  19  
5. DEVELOPING AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM  ...............  26  
5.1 ADVERTISING (66.4% OF BUDGET)  ............................................................................................................  26  
Strategic Objectives  .....................................................................................................................................  26  
Promotional Channels  .................................................................................................................................  26  
Message and Tactics  ....................................................................................................................................  27  
5.2 PERSONAL SELLING (5.84% OF BUDGET)  ..................................................................................................  28  
Promotional Objectives  ..............................................................................................................................  29  
Communication Channels  ...........................................................................................................................  29  
Message and Tactics  ....................................................................................................................................  29  
5.3 INTERACTIVE/INTERNET MARKETING (12.32% OF BUDGET)  ......................................................................  30  
Promotional Objectives  ..............................................................................................................................  30  
Communication Channels  ...........................................................................................................................  30  
Message and Tactics  ....................................................................................................................................  31  
5.4 SALES PROMOTION (13.76 % OF BUDGET)  ...............................................................................................  31  
Promotional Objectives  ..............................................................................................................................  31  
Communication Channels  ...........................................................................................................................  32  
Message and Tactics  ....................................................................................................................................  32  
5.5 BRIEF CAMPAIGN INTEGRATION  .....................................................................................................................  33  
6. MONITORING, EVALUATING AND CONTROLLING  ..............................................................  35  
REFERENCES:  ...................................................................................................................................  36  
APPENDIX  .........................................................................................................................................  41  
 
 
 

 
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Executive Summary
Full   service   consultancy   “1178577”   has   been   asked   to   prepare   a   three   month   Integrated  
Marketing   Communications   (IMC)   plan   on   behalf   of   Microsoft,   relating   to   its   newly   acquired  
Nokia  Devices  and  Services  Division.  Together,  this  partnership  combines  a  history  of  market  
leading  software  with  market  leading  hardware,  to  produce  a  competitive  alternative  in  the  
modern   day   smartphone   market.     Market   research   has   highlighted  Blackberry’s   decline,   and  
with  Microsoft’s  ever-­‐present  business  focus,  this  IMC  plan  is  based  around  the  promotion  
of  the  Nokia  Lumia  930  to  Business/Enterprise  consumers  within  the  UK.  
 
Aggressively   targeting   Blackberry   through   a   series   of   commercials   and   advertisements,   we  
aim  to  increase  Microsoft’s  UK  smartphone  enterprise  market  share  to  above  25%.  This  will  
be  done  at  the  expense  of  Blackberry,  who  has  shown  a  steady  decline  in  sales,  brand  loyalty  
and  switching  costs.  
 
As   this   partnership   is   still   relatively   new,   advertising   will   play   the   primary   role   in   the  
program,   accounting   for   just   over   65%   of   the   proposed   £668,748   budget.   This   budget   has  
been  split  amongst  Advertising,  Personal  Selling,  Sales  Promotion,  Internet  marketing  and  PR  
(Appendix)  and  then  reapportioned  into  a  wide  range  of  channels.  Combined  with  seamless  
creative  integration,  this  will  ensure  that  we  obtain  the  maximum  media  coverage  possible.    

Introduction
This  report  is  structured  around  the  Integrated  Marketing  Communications  planning  model  
as  depicted  in  Figure  1.  Beginning  with  an  overview  of  the  marketing  plan  communications  
processes,   we   will   then   discuss   an   appropriate   budget   for   the   implementation   of   this   IMC  
plan.   The   IMC   plan   will   then   be   presented,   consisting   of:   Advertising,   Internet   Marketing,  
Sales  Promotion,  PR  and  Personal  Selling.  The  plan  will  then  conclude  with  a  brief  overview  
of  integration  and  steps  to  monitor  and  evaluate  the  campaign.    
 

 
Figure'1:'IMC'Planning'Model'(Belch'and'Belch,'2012)'  
 
 

 
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Section 1: A
Review of the
Marketing Plan  
 

 
 
 
 
 
 
 
 
 
 
 
 

 
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1. Review of the Marketing Plan
 

1.1 Overview
 
According   to   market   research,   the   worldwide   smartphone   market   is   worth   $258.9billion,  
accounting   for   75.8%   of   the   total   mobile   handset   market   (Digital   Journal,   2014).   The  
smartphone   market   grew   25%   year   over   year   in   the   second   quarter   of   2014,   driven   by   a  
record  301  million  shipments  occurring  (IDC,  2014).  Samsung  remains  the  global  smartphone  
market  leader  with  a  32.5%  market  share,  which  eclipses  that  of  Apple,  Xiaomi,  Lenovo  and  
LG,  who’s  combined  share  is  only  24.3%  (IDC,  2014).    
 
Although  Nokia  do  not  feature  significantly  in  the  “smartphone”  market,  at  the  end  of  the  
first   quarter   of   2014,   Nokia   was   the   no.2  “mobile   phone”   vendor,   narrowly   beating   Apple.  
Intense   competition  has   resulted   in   Nokia   experiencing   a   30%   drop   in   phone   sales,   and   its  
47million   shipped   phones   compared   to   Samsung’s   113   million   highlight’s   the   firms   decline  
(Whitney,  2014).  Nokia  was  the  number  1  supplier  of  mobile  phones  between  1998-­‐2012  yet  
Apple   and   Samsung’s   rise   coincided   with   Nokia’s   regression   in   the   market.   Samsung  
surpassed  Nokia  as  the  largest  mobile  phone  vendor  in  the  first  quarter  of  2012  (Fig  2).    
 

 
Figure  2:  Global  market  share  held  by  mobile  phone  vendors  from  1st  quarter  2010  to  1st  
quarter  2014  (Statista,  2014)  
 
In   an   attempt   to   ensure   the   organisations   long-­‐term   future,   Microsoft   launched   its   first  
Windows   phone   in   2010   (Schroeder,   2010).   Its   operating   system   peaked   at   an   insignificant  
3.4%  market  share  in  2013  (Holder,  2014)  and  although  it  has  failed  to  compete  globally  with  
Android  and  IOS  platform  (Fig.  2),  it  is  the  second  place  operating  system  in  14  markets.  
 

 
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Figure'3:'Global'Smartphone'market'share'by'operating'system'(Arthur,'2013)'
 
Furthermore,  Microsoft  claim  a  10%  operating  system  market  share  in  eight  markets,  more  
smartphones  shipments  than  Apple  in  24  markets  (Hill,  2014),  whilst  overtaking  BlackBerry  
in   33   major   markets   including   the   UK   (Appendix   1).   This   growth   is   a   correlate   of   its  
acquisition   of   Nokia’s   devices   and   services   business,   the   biggest   seller   of   Windows   phones  
(Kovach,  2014).  

As  a  result  of  dwindling  market  share  and  decreasing  shipping  output  over  a  5  year  period  
from  2007,  Nokia  divested  its  services  and  devices  division  and  Microsoft  purchased  them  in  
April   2014   for   a   fee   in   excess   of   €9.5   Billion   or   £6   Billion   (Microsoft,   2014).   Nokia   now  
focuses  on  three  core  business  divisions:  Nokia  Networks,  Here  and  Nokia,  whilst  Microsoft  
continues   its   smartphone   growth   strategy   with   emphasis   on   emerging   markets.   Worried  
about   the   declining   desktop-­‐computer   market,   Microsoft   saw   an   opportunity   within   the  
developing   smartphone   markets   (Windows   Central,   2014).   The   full   acquisition   rationales   are  
highlighted  below  (Microsoft,  2013):    
   
1. Accelerate Phone Share
a. Facilitate)joint)innovation)
2. Strengthen Overall Opportunity
a. Look&beyond&Software&and&PC’s&
b. Protect&the&future&of&the&Windows&phone&
3. Enter into key growth markets
a. Improve&unit&economics&driving&profitability&
4. Become the alternative operating system  
 
Microsoft  now  owns  all  Nokia  mobile  devices  (Lumia,  X  series  and  Asha)  and  has  benefited  
from  absorbing  supply-­‐chains,  employees,  patents  and  most  of  Nokia's  manufacturing  plants  
and  testing  facilities  (Molen,  2014).  Now  vertically  integrated,  Microsoft  can  control  all  the  
processes  and  inputs  regarding  smartphone  design  and  manufacture  (Tode,  2013),  allowing  
them   to   reduce   operating   costs   whilst   making   products   that   appeal   to   a   wide   range   of  
consumers.    
 

 
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Looking  forward,  Microsoft  aim  to  achieve  a  15%  smartphone  market  share  by  2018,  4  times  
more  than  its  current  market  position  (Smith,  2013).  Microsoft  are  also  looking  to  overtake  
Apple’s  35%  market  share  in  the  UK  Enterprise  market  where  they  hold  18%  market  share,  
just  ahead  of  Samsung’s  17%  (Martine,  2014).    
 
(For   a   full   Nokia   history   analyses   see   Appendix   43   and   for   information   regarding   re-­‐
branding  see  Appendix  44)  
 
 
1.2 Assessment of target markets and plans for the marketing mix

It   is   reported   that   Nokia   Asha   and   X   series   devices   will   be   phased   out   in   favour   of   the   Lumia  
devices   (Nokia,   2014).   Lumia   devices   range   in   price,   build   quality   and   capability,   and   can  
therefore   be   targeted   universally   to   different   socio-­‐cultural   demographics.   Although   these  
markets   are   primarily   developing   markets   such   as   India,   Indonesia   and   Africa,   developed  
markets  such  as  the  UK  and  America  are  essential  for  high-­‐end  Lumia  devices,  such  as  the  
930.    
 
“41% of consumers would be more likely to buy a
laptop/desktop computer that used the same OS as
their tablet and/or smartphone” (Mintel, 2014)  
 
In  a  recent  study,  83%  of  consumers  said  that  seamless  experience  across  all  devices  is  very  
or  somewhat  important  (Sales  Force,  2014).  Microsoft  recently  attempted  to  target  business  
users   by   communicating   their   newly   integrated   platforms,   which   are   perfect   for   business  
users.   These   Consumers   were   targeted   through   a   LinkedIn   group   (Gill,   2014)   named   “Be  
Future  Ready”.  This  social  media  community  emphasises  Microsoft’s  business  focus,  which  is  
based  upon  dual-­‐user,  multi-­‐device  integration.    
 
Nokia  has  200,000  distribution  outlets  in  India  with  70,000  of  these  being  restricted  to  Nokia  
products  alone  (Reuters,  2013).  Consequently,  Microsoft  has  the  opportunity  to  exploit  the  
global   infrastructure   that   is   already   in   place;   namely   the   production   and   retail   facilities   in  
overseas  markets,  as  well  as  the  numerous  mobile  retail  relationships.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
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1.3 Joint SWOT Analysis
 
A  joint  SWOT  analysis  of  Microsoft/Nokia’s  devices  and  services  division  has  been  
completed:    
 
Strengths Weaknesses
End to end phones built specifically for Both historically slow to innovate and potentially left
the operating system behind in the smartphone market

Easy to use software combined with high Nokia’s poor after-sale service. Should improve under
build quality Microsoft’s operations

Strong combined Distribution Channels Microsoft pending fines from the European competition
authorities
New employee expertise Microsoft’s anti-trust history still lingers
Lowering cost of operations Over-reliance on past success

New availability of patent exploitation Consumer perception that the operating systems lack the
number and versatility of applications. (See appendix 1)
Nokia’s strong presence in developing Both have diminishing brand images
markets Backward product integration is limited. Essentially
starting with new products
Vertically integrated Manufacturing Monopolistic histories that now have to compete in the
lower end of the market
Opportunities Threats
Joint innovation and faster to-market Changing consumer technological needs
strategy
Getting to the developing markets faster Strong Industry Competition in Asia: Threat from low-
than Android or IOS operating systems cost Chinese mobile companies
Becoming the ‘feature’ phone in Government Litigation and regulatory activity
developing markets
Exploiting Android frailties Partnership Issues with other smartphone producers using
Windows operating system

Developing Low-end smartphone market Once less developed begin using platforms such as
in developed countries android and IOS, there will be less incentive to use
Microsoft’s basic platform
Falling price of mobile data plans

Collaboration for other devices such as

tablets and phablets (Phone tablets)
!
 
 
 
 
 
 
 
 
 
 
 
 

 
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Section 2:
Analysis of
promotional
programme
situation

 
 Integrated Marketing Communications Plan created by 1178577 11  
 
2. Analysis of Promotional programme situation
2.1 Internal Analysis
 
Microsoft’s   most   recent   campaign   focuses   on   its   Lumia   brand   and   “Inspired   doers”,   who  
Microsoft   describes   as   being   resourceful   and   optimistic   consumers   (O’Reilly,   2014).   The  
campaign   objective   was   to   grow   the   Windows   phones   market   share   in   the   UK,   which  
currently  stands  at  9.9%.    
 
Using   Comparative   advertising,   Microsoft   have   chosen   to   communicate   how   much   better  
their   software   is   than   Apples,   by   emphasising   the   iPhones   inconsistencies   and   lack   of  
precision.   This   aggressive   marketing   strategy   can   be   noted   in   a   number   of   markets   and  
previous   campaigns,   including   their   Luminauts   campaign   (see   fig   4),   and   their   mobile  
billboards  campaign  (see  Appendix  2).    

 
Figure'4:'Microsoft’s'Luminauts'mocking'Samsung’s'Terminal'Advertisements.'Luminauts'
are'the'real'heroes.''  
 
A  comprehensive  list  of  past  promotional  material  including  print,  digital,  transport  and  
social  media  is  documented  within  the  appendix  for  creative  reference  (Appendix  3-­‐22).  
 

 
 
 
 
 
 
 

 
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2.2 UK Mobile phone advertising Budget

Year ending March 2014 ( Keynote, 2014 ):

!
Microsoft!! ! £8.8!Million!
!
Nokia!! ! ! £4.6!Million!
!
Advertising Agencies:
!
Interpublic0Group!! Advertising!and!Global!Deployment!
!
Dentsu0Aegis!! ! Media!planning,!Media!buying!and!Search!advertising!
!
Agency0Objectives!! Promotional! material! that! focuses! on! business! and!
consumer!services!  

2.3 External Analysis

 
Microsoft   may   be   vulnerable   to   the   development   of   wearable   technology   such   as   Apples  
iWatch   (Apple,   2014)   and   Samsung’s   Galaxy   Gear   (Samsung,   2014).   Microsoft’s   lack   of  
wearable   devices   could   be   detrimental   in   its   pursuit   of   greater   smartphone   market   share.  
The   organisation   has   a   history   of   limited   radical   innovation,   which   may   reflect   consumer-­‐
purchasing  decisions.    
 
(For  a  full  technological  trend  list  see  Appendix  26)*  
 
Brand& UK&Ad&Spend&
Samsung& 28,717&
Sony& 18,134&
Apple& 16,409&
HTC& 9,820&
Microsoft& 8,877&
Blackberry& 5,395&
Nokia& 4,603&
Phones&4U& 4,135&
EE& 3,505&
Google& 2,423&
LG& 1,994&
!  
Figure'5:'UK'Media'advertising'expenditure'on'mobile'phones'by'type'of'device.'(£000)'
Year'Ending'March'2014.'(Keynote,'2014)''  
 
As   highlighted   above   (Fig   5),   Apple   and   Samsung   advertising   budget   exceeded   that   of  
Microsoft   and   Nokia   in   2014.   These   budgets   maybe   correlated   with   customer   retention  
rates,   which   are   76%   and   58%   respectively.   Samsung   and   Apple   have   high   percentages   of  
migrating   customers,   making   competing   with   them   especially   difficult   in   this   market.  
Blackberry   however   has   low   brand   loyalty   alongside   a   low   share   of   migrating   customers  
(Fig.6).  
 

 
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(For  a  full  competitor  SWOT  analysis  see  Appendix  23-­‐25)  *  
 

APPLE BRAND RETENTION 76%

CONSUMERS MIGRATING TO APPLE 24%

SAMSUNG BRAND RETENTION 58%

CONSUMERS MIGRATING TO SAMSUNG 34%

NOKIA BRAND RETENTION 33%

CONSUMERS MIGRATING TO NOKIA 8%

MOTOROLA BRAND RETENTION 22%

CONSUMERS MIGRATING TO MOTOROLA 3%

BLACKBERRY BRAND RETENTION 21%

CONSUMERS MIGRATING TO BLACKBERRY 3%  
 
Figure'6:'Brand'Retention'and'Migrating'Customers'(WDS,'2013)'  
 
It   is   predicted   that   Blackberry’s   decline   will   continue   throughout   2015,   leaving   them   with  
only  1.4million  users  in  the  UK  (Fig  7)  (eMarketer,  2014).  eMarketer  (2014)  also  predicted  a  
rise   in   the   Windows   mobile   operating   system,   from   1.9million   to   3.5million   users.   As  
Blackberry  users  have  little  brand  loyalty,  it  would  be  advantageous  to  target  these  users  in  
future  promotional  activity.    
 
2013 2014 2015
Android Users 16.5 19.3 21.3
IOS 9.6 11.1 12.4
Windows Mobile 1.9 2.7 3.5
Blackberry 3.6 2.4 1.4
 
!  
Figure'7:'UK'Smartphone'users'by'Operating'System'  
 
 
 
 
 
 
 
 
 
 

 
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Section 3:
Analysis of the
Communications
Process

 
 
 
 
 
 
 
 

 
 Integrated Marketing Communications Plan created by 1178577 15  
 
3. Analysis of the Communications Process
 
This  report  will  focus  on  promotional  programmes  targeting  existing  BlackBerry’s  users  that  
desire   seamless   device   integration.   Positioned   in   the   UK   smartphone   market,   the   chosen  
device  will  be  the  Nokia  Lumia  930,  featured  in  Microsoft’s  most  recent  marketing  campaign  
(Fig.7).   This   IMC   plan   has   therefore   been   developed   as   the   next   phase   for   this   particular  
device.    

 
Figure'8:'Nokia'Lumia'930'current'advertisement'that'focuses'on'dual'users.'  
 
The  Lumia  930  is  Microsoft’s  flagship  device  aimed  at  competing  with  Apple  and  Samsung,  it  
therefore   serves   as   a   great   alternative   to   Blackberry   devices.   Microsoft,   as   mentioned   in  
Section  1,  aim  to  achieve  a  15%  global  market  share  by  2018  and  this  strategy  will  help  to  
move  the  organisation  closer  to  this  figure  within  the  UK  market.  The  campaign  also  aligns  
with  Microsoft’s  mission  of  helping  both  individuals  and  businesses  (Microsoft  Accessibility,  
2014).    
   
To   target   Blackberry   users,   aggressive   comparative   ads   will   need   to   communicate   the  
benefits  of  the  Lumia  930  at  the  expense  of  its  competitor.  Celebrities  including  Nicki  Minaj  
and   Danny   Macaskill   have   been   used   previously   to   give   credibility   to   the   Lumia   brand,  
however  this  is  not  appropriate  for  targeting  enterprise  and  Blackberry  users.    
 
 
 
 
 
 
 
 
 
 

 
 16   Integrated Marketing Communications Plan created by 1178577
 
This  IMC  plan  will  incorporate  the  following  media  channels:    
 
TV#and#Radio!!! Reaching!a!wide!audience!whilst!highlighting!Blackberry’s!
demise!
Newspaper# Many!businesses!have!the!Telegraph!and!Economist!
delivered!to!offices#
Magazines#! ! Targeting!business!users!whilst!they!are!at!work.!!
Large#Displays! Situated!around!city!centres!and!motorways,!where!traffic!is!
particularly!strong.!!
!
Internet#adverts!! Positioned!on!websites!such!as!Daily!Mail!magazine,!
Business!Insider,!Marketing!week!and!Reuters.!!
!
Social#media!! ! Formation!of!Internet!communities!and!targeted!promotion!
!
Event#Sponsorship! Sponsorship!of!business!conferences!and!networking!events!  

3.1 IMC Objectives

 
By  March  2015:  
1. LinkedIn  Group  named  “WeMeanBusiness”  –  Attract  5000+  members  
2. Increase  Nokia  Lumia  930  phone  users  by  75,000  
3. Increase  migrating  customer  percentage  to  15%  
4. Increase  Enterprise  market  share  to  20+  %  
 

3.2 IMC Strategy

 
1. Get  the  Nokia  Lumia  930  into  consumer’s  hands    
2. Reduce  online  comparisons    
3. Aggressively  target  Blackberry  through  comparative  promotional  material  
4. Provide  switching  incentives  such  as  cash  back  when  a  Blackberry  is  exchanged  
5. Sponsorship  and  attendance  at  business  networking  events  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 Integrated Marketing Communications Plan created by 1178577 17  
 
 
 
 
 
 
 
 
 
 
 

 
 
 

Section 4: Budget
Determination
and Timings

 
 18   Integrated Marketing Communications Plan created by 1178577
 
4. Budget Determination
Below   we   have   outlined   the   Global   Marketing   Budget   for   2013,   and   the   UK   mobile  
marketing  budget  for  2014:  
 
Marketing*Budget* £1.5billion*(BGR,&2013)**
*
UK*Mobile*Budget* £8.8Million*(Keynote,&2014)**  
 
The  Budget  for  2015  has  been  formulated  using  two  top-­‐down  budgeting  methods:    
 
Competitor  parity  model    
 
The  average  of  Microsoft’s  main  competitor  advertising  spends  for  2013  within  the  
UK  was  £10.9million  (Fig  4)(Appendix  27).  
 
Percentage  of  Sales  margin  method  
 
Using   15%   for   the   basis   of   the   percentage   of   margin   method,   Microsoft’s   UK  
advertising  spend  was  calculated  to  be  £10.5million  (Appendix  28).    
 

4.1 2015 Budget

 
Using   two   methods   of   calculation,   we   have   arrived   at   a   sensible   estimate   of   £10.7million   for  
the  promotion  of  Smartphones  within  the  UK.  This  represents  a  21%  increase  in  advertising  
spend   in   the   UK.     As   the   Lumia   930   is   Microsoft’s   first   flagship   device   (Windows   Central,  
2014),   25%   of   this   budget   has   been   allocated   to   its   promotion   in   the   UK,   which   has   then  
been  reapportioned  into  a  three-­‐month  budget  for  this  particular  campaign  (Appendix  29).    
 
2015%Mobile%Budget% £10.7million+for+the+full+year%
%
Lumia%930% % 25%+of+total+budget+=%£2.675+Million%
%
Jan%–%Mar%Budget% £668,748++
+
All#Figures#based#around#Microsoft#2014#Report#and#2014#Advertising#spend*#  

4.2 Promotional Methods Allocation of Budget

 
As   Microsoft   is   still   relatively   new   to   the   Smartphone   market,   promotional   focus   is   on  
advertising.    
 
Advertising+ 66.64%+
Personal+Selling+ 5.84%+
Internet+Marketing+ 12.32%+
Sales+Promotion+ 8.27%+
PR/Publicity+ 6.6%+  
 
(See  Appendix  32)  

 
 Integrated Marketing Communications Plan created by 1178577 19  
 
4.3 Promotional Channel Allocations
 
Background   research   into   the   base   of   costs   of   each   promotional   channel   has   been  
conducted  and  will  serve  as  a  guideline  for  the  both  Agencies.  
 
Television) ) 38%$ )
Radio) ) ) 1%)
Magazines) ) 16%)
Newspaper) ) 19%)
Outdoor) ) 4%)
Internet) ) 7%)
Social)Media) ) 4%$
Event)Sponsorship) 11%$  
 
(See  Appendix  32  for  rate  card  links)  
 

4.4 Promotional Channel Gantt Charts and Budgets

The   following   gantt   charts   are   presented   in   a   weekly   format   for   the   purposes   of  
presentation.  Daily  plans  can  be  seen  in  the  Appendix.  
 
Overall (Appendix 33)

Year 2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
TV
Radio
Magazine
Newspaper
Outdoor
Internet
Socil&Media
Social&Media
Event&Sponso

TV Timings (Appendix 34)

Year 2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
#NYResolumia
Lost:time:spent
Valentine:promotion
Blackberry:
Cashback:blackberry:  

 
 20   Integrated Marketing Communications Plan created by 1178577
 
TV(Budget
January(Budget
1F8th(and(28thF(31st(:(Daytime(Advert(all(regions £(60,240.00
9th(F11th(Daytime(and(Early(Evening(London(and(Centrla £(11,476.00
February(Budget
1st(F(11th(and(14th((F(28th(Daytime(((5020(*(17) £(85,340.00
12thF((13th(Early(evening(all((24667(*2) £(49,334.00
March(Budget
7(x(Day(time(news(in(all(regions(((5020(*(7) £(35,140.00  
 
Radio Timings (Appendix 35)

Year 2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
Event&Link
Event&Link&2
Event&Link&3
Event&link&4
Event&link&5
Radio%Budget
January%Budget
Capital%FM%(£300/day)%5%x%adverts%regional £%%%%%%%900.00
February%Budget
Capital%FM%(£300/day)%5%x%adverts%regional £%%%2,400.00
March%Budget
Capital%FM%(£300/day)%5%x%adverts%regional £%%%2,400.00

Magazine Timings (Appendix 36)

2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
Metro
Insider(
Insider(
Better(Business

 
 Integrated Marketing Communications Plan created by 1178577 21  
 
Magazine(Budget
January(Budget
Metro(Ad(Full(page(national(colour((36104.60)(x(2 £(72,208.00
February(Budget
oustide(back(cover(K(insider(magazine((2775(*(7) £(19,425.00
March(Budget
Better(business(magazine((small(businesses)(£1,00(full(page £(12,000.00

Newspaper Timings (Appendix 37)

2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
Daily0Mail
Guardian0
Economist
Newspaper(Budget
January(Budget
19th(B20th(Daily(Mail(20cms(x(3(cols(B(front(half(right(hand £(20,760.00
February(Budget
The(Guardian((colour(half(page)( £(22,736.00
March(Budget
economist(full(page(colour( £(81,585.00

Outdoor Timings (Appendix 38)

2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
Birmingham
London
Manchester
Cambridge
M6$Toll
M40
M4
M1
M6
Van$London
Van$Birmingham
Van$Manchester
Van$Cambridge
Van$Edinburgh  

 
 22   Integrated Marketing Communications Plan created by 1178577
 
Outdoor'Budget
January'Budget
London'CBD'(billboard'A'regional'96'sheet'='1300'per'month) £'''1,300.00
Cambridge'CBD'(billboard'A'regional'96'sheet'='1300'per'month) £'''1,300.00
M4'and'M40'Regional'48'Sheet'(20ft'x'10ft)'='650'per'month £'''1,300.00
Mobile'Van £'''4,060.00
February'Budget
Manchester'CBD'(billboard'A'regional'96'sheet'='1300'per'month) £'''1,300.00
Birmingham'CBD'(billboard'A'regional'96'sheet'='1300'per'month) £'''1,300.00
M6'toll,'M6'and'M1'A'Regional'48'Sheet'(20ft'x'10ft)'='650'per'month £'''1,950.00
Mobile'van £'''4,640.00
March'Budget
Mobile'van £'''3,480.00  
 
Internet Timings (Appendix 39)

2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
Business)Blog
Product)Blog
Daily)Mail)Onl
Marketing)Week
Business)Insider
Telegraph
Economst
SEO
O2)Online
3)Mobile)Online
EE)Online
Carphone)Ware
Internet&Budget
January&Budget
Daily&Mail&Online&'&business&(1500)&and&news&section&(3000) £&&&9,000.00
o2&advert&&(simply&supply&promotional&material) '
3&moblile&advert&&(simply&supply&promotional&material) '
EE&advert&&(simply&supply&promotional&material) '
Carphone&warehouse&(simply&supply&promotional&material) '
Search&Engine&Optimisation £&&&6,000.00
February&Budget
Marketing&week&online&(Billboard*&Wallpaper&Takeover&(Wallpaper,&Billboard*,&MPU&and&Double&MPU) £&17,200.00
Business&Insider £&&&9,000.00
Search&Engine&Optimisation £&&&6,000.00
March&Budget
Telegraph £&&&4,500.00
Economist £&&&9,000.00
Sun £&&&4,500.00
Search&Engine&Optimisation £&&&6,000.00  
Social Media Timings (Appendix 40)
 

 
 Integrated Marketing Communications Plan created by 1178577 23  
 
2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T T T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
LinkedIn
Google+
Facebook
Twitter  
Internet(Budget
January(Budget
LinkedIn £(((1,760.00
Google(+ £(((1,760.00
Facebook £(((1,760.00
Twitter £(((1,760.00
February(Budget
LinkedIn £(((1,440.00
Google+ £(((1,440.00
Facebook £(((1,360.00
Twitter £(((1,360.00
March(Budget
LinkedIn £(((1,760.00
Google+ £(((1,760.00
Facebook £(((1,760.00
Twitter £(((1,760.00

Social(Media(will(be(used(for(engagement(and(community(buildin.((((((((((((((((((((
It(will(not(involve(the(use(of(sponsored(adverts.

Other – Event Sponsorship (Appendix 41)

2015
Month January February March
Week WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13
Day T T T T Y T T T T T T T T
Date 1 8 15 22 29 5 12 19 26 5 12 19 25
HR
International
Business'Travel
Gartner'Business
Facilities

 
 24   Integrated Marketing Communications Plan created by 1178577
 
Internet&Budget
January&Budget
February&Budget
HR&show&(Registration&area) £&&&4,000.00
Confex&Show&(Theatre&sponsor&and&Lanyard)&(8500&and&5000)x2 £&27,000.00
Business&Travel&Show&(Stand) £&15,000.00
March&Budget
Gartner&Intelligence&(Carrier&Bag&and&Lanyards) £&12,000.00
Facilities&Management&&(Bag&inserts,&Lanyards&and&bar&area) £&14,500.00

 
 Integrated Marketing Communications Plan created by 1178577 25  
 

Section 5:
Developing an
Integrated
Marketing
Communications
Program

 
 26   Integrated Marketing Communications Plan created by 1178577
 
5. Developing an Integrated Marketing
Communications Program
 
Below   are   the   details   of   the   promotional   tools   chosen   for   this   3   month   Nokia   Lumia   930  
campaign,   targeting   existing   Blackberry   enterprise   consumers   in   the   UK.     Advertising,  
Personal   selling,   Sales   promotion   and   Internet   marketing   are   discussed   whilst   PR   is   briefly  
discussed  within  Appendix  42.

5.1 Advertising (66.4% of Budget)

BlackBerry’s   advertising   spend   in   the   UK   is   relatively   low   in   comparison   with   other  

competitors;   thus   it   is   imperative   to   continue   advertising   the   Lumia   product   in   a   wide   range  
of   channels,   as   Blackberry   cannot   compete   financially.   As   a   resultant   any   comparative  
adverts   that   Microsoft   produce,   are   safer   from   retaliation   than   they   would   be   against   Apple  
or  Samsung.    

Strategic Objectives
 
• Contribute*to*the*Increase*in*the*enterprise*market*share*to*20+%*
• Increase*migrating*consumers*share*
• Increase*awareness*of*the*Seamless*multi*platform*integration*  
 
 

Promotional Channels
 
National(TV( ( ( Creative(Flexibility,(Wide(Coverage(and(Captive(Attention(
( ( ( ( Targeting(consumers(whilst(they(are(at(home(
Suggested! ( ( Using+Primetime+ITV+spots+
(
National(Magazine( ( Business(Publications((Target(market)((
( ( ( ( Using(Bleed(Pages(
( ( ( ( Magazine(prestige(can(raise(brand(prestige(
( ( ( ( Greater(Consumer(engagement(that(TV(or(Internet(
Suggested+ Metro+(3.2million+readers+every+day),+Insider+Magazine+and+
Better+Business+Magazine+
+
Newspaper( Reach:((70%(+(among(households(with(higher(incomes(and(
education(levels.((
Suggested+ ( ( National+Newspaper+(Guardian,+Economist,+Daily+Mail)(
( ( ( ( Classified(Adverts(–((Business(&(Main(News)(
(
Billboards( Permanent(in(a(location(for(1(month((Normal(purchase(
cycle)( ( ((
Can’t(be(turned(on(or(off(
Depending(upon(location(can(be(passed(by(thousands(of(
People(
Suggested(( Central+Business+Districts+in+Birmingham,+London+and+
Manchester+CBD+
(  
 

 
 Integrated Marketing Communications Plan created by 1178577 27  
 
Mobile'Billboards' Studies(show(a(high(number(of(impressions(and(recall(
(Product(and(Acceptance(and(Research,(2007)(
Suggested' Birmingham,0London,0Cambridge,0Manchester0and0
Edinburgh0
'
Product'blogging' Blogging(and(sharing(adverts(across(the(Internet.''
Global(reach(and(reaches(consumers(that(are(interested(in(
the(product(  
Message and Tactics
 
The   advertising   appeal   used   will   be   based   around   comparative   advertising   (Fill,   1999)  
whereby   the   Lumia   930   can   be   positioned   alongside   the   more   established   Blackberry  
business   phones,   whilst   continuing   the   firms   existing   aggressive   marketing   stance.   This  
rational   appeal   aims   at   providing   consumers   with   more   information   about   Blackberry’s  
decline  and  its  lack  of  multi-­‐device  integration  capabilities.    
 

“#WEMEANBUSINESS”  
 
Dramatization,  strong  imagery  and  humour  (Belch  and  Belch,  2012)  will  be  used  to  indirectly  
reference   BlackBerry,   accompanied   by   the   use   of   a   non-­‐sexualised   double   entendre  
Hashtag:  #WeMeanBusiness.    The  Hashtag  will  be  used  throughout  all  promotional  material  
and   its   first   meaning   relates   to   how   competitive   and   serious   Microsoft   is   about   its  
smartphone   business.   The   second   meaning   focuses   on   the   notion   that   this   campaign   is  
targeted  at  Enterprises  and  Business  consumers.    

A   second   Hashtag   will   also   be   used   within   the   first   week   of   January   that   attempts   to   make   a  
direct   link   to   the   uptake   of   ‘New   Years   Resolutions’.   The   play   on   words   can   be   used   to  make  
users  think  of  the  Lumia  brand  when  changing  smartphones:  

Figure'9:'NewYearsResolumia'advert'  
 
To   highlight   device   benefits   whilst   portraying   brand   personality,   a   potential   TV   advert  
concept  has  been  artistically  imagined  and  portrayed  within  a  storyboard  (See  Appendix  45).  

 
 28   Integrated Marketing Communications Plan created by 1178577
 
To  avoid  wear-­‐out  (Dahlen  et  al.,  2010),  these  adverts  should  be  run  in  bursts  and  not  over  
an   extensive   period   of   time.   For   Integration,   the   theme   highlighted   in   Appendix   45   can  
continue  throughout  print  and  outdoor  advertisements  (Fig  10,11,  and  12).  

 
Figure'10:'Indirectly'referencing'Blackberry!  
 

Figure'11'and'12:'Strong'imagery'with'an'Indirect'Blackberry'reference'  
 

5.2 Personal Selling (5.84% of Budget)

 
Sponsoring   and   showcasing   products   at   business   events   across   the   UK   is   great   way   to   target  
business   consumers.   By   giving   attendee’s   demonstrations   and   trials   of   the   product   it   will  
give  them  a  greater  perspective  of  the  seamless  integration  across  devices,  and  how  this  can  
benefit   business   usage.   Whilst   offering   sponsorship   of   key   stages   and   networking   areas,  
event   marketing   (McDonnell   and   Moir,   2014)   also   extends   to   speciality   advertising/  
supportive  advertising  through  personalised  merchandise  and  giveaways  (Fig  13  and  14).  

Figure'13:'Lanyard'Advertising'

 
 Integrated Marketing Communications Plan created by 1178577 29  
 

Figure'14:'Tote'bag'advertising'

Promotional Objectives
 
• Get$the$device$into$the$hands$of$business$consumers$
• Get$people$signed$up$to$the$LinkedIn$group$
• Attain$emails$through$name$badge$scanning$$  
 

Communication Channels
 
Events'Marketing' Engagement(and(Interaction(with(target(market(
( ( ( Reiterates(product(positioning(
Suggested(Events( HR(Show(
( ( ( Confex(Show((
( ( ( Business(Travel(Show(
( ( ( Gartner(Intelligence(Show(
( ( ( ( Facilities(Management(Show!  
   

Message and Tactics

The   main   purpose   of   attending   events   is   not   to   actively   force   consumers   to   purchase   a  
product  (although  this  will  be  available),  but  to  give  consumers  a  chance  to  use  the  phone  
and   judge   it   on   its   capabilities.   These   events   will   be   great   opportunities   for   comparative  
advertising,  where  products  can  be  judged  against  each  other.  Using  demonstration  as  the  
basis   of   appeal   (Fill,   1999)   we   can   communicate   the   strengths   of   the   product   face   to  face,  
which  helps  to  move  consumers  through  the  AIDA  model  as  presented  below.  
 
Attention!! Strong!Advertising!and!event!sponsorship!
Interest!! Product!Demonstration,!Price,!Other!details!are!given.!
Desire! ! Seamless!integration!across!all!other!platforms!
Action! ! Show!offer!or!exclusive!giveaways!  
 
This   model   is   then   reinforced   through   Lanyards   and   other   giveaways   that   will   remind   the  
consumer  of  the  product  even  when  at  home.  This  repetition  may  result  in  further  action.  

 
 30   Integrated Marketing Communications Plan created by 1178577
 
5.3 Interactive/Internet Marketing (12.32% of Budget)

With  the  ability  to  gather  data  such  as  impressions  and  clicks  online,  Internet  marketing  is  
now  an  essential  part  of  the  IMC  plan,  as  it  allows  greater  return  on  investment  evaluation.  
Using  contextual  advertising  through  banner  ads  and  wallpaper  takeovers,  we  aim  to  reach  
over  50million  consumers.  

Promotional Objectives
 
• Stimulate)in)store)comparison)
• Create)awareness)and)product)consideration)  
 

Communication Channels
 
Business'Blog! ! Targeting!those!who!already!own!other!Microsoft!devices!
! Product'Blog! ! Specific!blog!about!Lumia!930!
! ! ! ! New!apps,!development!and!offers!
! !
! Search'Engine' ! Increasing!search!engine!ranking! ! !
! Optimisation! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! ! ! !
! Social'Media' ! LinkedIn!(PR!Section)!
! ! ! ! Google!+!
! ! ! ! Facebook!
! ! ! ! Twitter!
! !
! Online'advertising! Wallpaper!takeovers!(Fig!15)!
! Daily'Mail'online! 44!million!monthly!unique!visitors!
! Marketing'Week! 290,000!monthly!unique!visitors!
! Business'Insider' 290,000!monthly!unique!visitors!
! Telegraph! ! 8.2million!monthly!unique!visitors!
! Economist! ! 4!million!monthly!unique!visitors!
! !  
 

Figure'15:'
'Internet'Advertising'Possibilities'  

 
 Integrated Marketing Communications Plan created by 1178577 31  
 
Message and Tactics

Like   advertising,   Internet   Marketing   will   focus   on   one-­‐sided   comparative   message   appeals  
(Fennis  and  Stroebe,  2010).  One-­‐sided  messages  are  used,  as  we  do  not  want  to  positively  
promote  competitors,  or  acknowledge  a  weakness  in  our  own  product.    With  the  exception  
of   LinkedIn,   all   messages   across   social   media   and   online   publications   will   be   the   same.  
Divergence/Novelty   (Eagle   et   al.,   2014)   in   our   advertising   creativity   will   come   from  
originality   and   synthesis.   Using   images   and   subtle   references   to   Blackberry,   we   aim   to  
combine   unrelated   objects   to   provide   a   new   and   surprising   method   of   smartphone  
advertising.    
 
As   shown   in   the   Internet   and   Social   Media   gantt   charts,   we   are   using   high   frequency   of  
message   to   create   recency   (Shrimp   and   Andrews,   2013).     Scheduling   of   all   advertising   has  
been   based   on   the   continuity   method,   which   has   been   proven   to   be   more   effective   than  
flighting  (Belch  and  Belch,  2012).  Business  blogging  and  Product  information  advertising  are  
used   daily   to   create   substantial   backlinks   (Trika,   2010)   to   our   site   and   product,   and  
combined  with  SEO,  will  result  in  our  search  engine  advertising  rankings  improving.  

5.4 Sales Promotion (13.76 % of Budget)

 
As  a  sales  promotion  is  an  added  incentive  for  purchasing  a  product  (Blakeman,  2011),  we  
believe  the  best  way  to  use  sales  promotion  is  to  continue  with  the  £100  giveaway  that  is  
already  in  place.  To  buy  the  phone  out  right  (not  on  contract)  is  around  £380  +  and  therefore  
there  is  limited  movement  for  trade  discount  or  offers  on  one  off  purchases.  It  is  more  cost  
effective  to  use  customer-­‐oriented  promotions  (Boone  and  Kurtz,  2010)  to  entice  them  into  
long-­‐term   contracts   using   additional   accessories   and   free   premiums.   The   use   of   a   wireless  
charger  in  the  giveaway  can  also  be  used  in  comparative  advertising,  as  Blackberry  phones  
currently  don’t  offer  this  technology  (Fig  16).  

Figure'16:'Purchase'Incentive'  
Promotional Objectives
 
• Get$the$device$into$the$hands$of$business$consumers$
• Offer$extra$switching$incentives
• Targeting$specific$target$market$

 
 32   Integrated Marketing Communications Plan created by 1178577
 
Communication Channels
!
! ! Radio! ! ! Capital!FM!
! ! ! ! ! Over!1!Million!Listeners!per!day!(FM)!
! ! Magazine! ! Insider!Magazine! ! ! !
! ! ! ! ! Better!Business!Magazine!
! ! Event.Marketing! HR!Show!
! ! ! ! ! Confex!Show!
! ! ! ! ! Business!Travel!Show!
! ! ! ! ! Gartner!Intelligence!Show!
! ! ! ! ! Facilities!Management!Show!

Message and Tactics

For  this  promotional   method,   we   have   decided   to   use   radio,   magazine   and   event   marketing.  
The   radio   will   be   used   to   communicate   to   a   large   quantity   of   consumers   whilst   they   are  
travelling   to/from   work.   Combined   with   the   use   of   billboard   advertising,   TV   and   Social  
media,  it  is  evident  that  we  are  trying  to  reach  our  target  consumer  at  every  point  possible  
throughout   the   day.   The   radio   will   also   be   used   to   promote   the   events   that   we   are  
sponsoring.    
 
Attached   to   the   adverts   in   all   magazines,   we   will   have   a   full-­‐size   cardboard   pop   out   Nokia  
Lumia   930   (Fig   17).   This   gives   the   reader   the   chance   to   actually   hold   the   phone,   albeit   a  
cardboard  version,  so  that  they  can  feel  the  dimensions  and  ergonomics.    Other  Smartphone  
producers  have  not  done  this  before.  

 
Fig$17:$Pop$out$phone$–$Magazine$Advert$  
 

 
 Integrated Marketing Communications Plan created by 1178577 33  
 
5.5 Brief Campaign Integration

The   theme   of   business   runs   throughout   all   promotional   activities   in   this   integrated  
campaign.  The  use  of  ‘#WEMEANBUSINESS’  helps  to  show  continuity  and  repetition  across  
media,   whilst   helping   to   monitor   and   engage   in   consumer   discussion.   Using   comparative  
adverts   across   a   wide   variety   of   media   will   help   to   promote   the   device   in   the   enterprise  
market  at  the  expense  of  the  diminishing  Blackberry  devices.    To  reach  our  target  audience,  
promotional   material   has   been   organised   around   business   activities   and   events.   This  
approach  will  ensure  that  we  are  marketing  the  Lumia  930  device  to  our  target  audience  at  
every  given  opportunity.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 34   Integrated Marketing Communications Plan created by 1178577
 
 
 
 
 
 
 
 

 
 
 

Section 6:
Monitoring,
Evaluating and
Controlling

 
 Integrated Marketing Communications Plan created by 1178577 35  
 
6. Monitoring, Evaluating and Controlling
Prior   to   implementation,   campaign   graphics   and   imagery   will   be   analysed   by   several  
independent  focus  groups  of  different  ages  and  genders.  Adverts  will  be  compared  against  
competitors   and   will   be   ranked   according   to   predetermined   qualitative   criteria.   By   doing  
this,  we  can  establish  whether  this  aggressive  campaign  will  be  well  received  in  the  market.  

During  the  campaign,  we  will  focus  primarily  on  analysing  and  monitoring  social  media  and  
Internet   engagement   through   a   number   of   analytical   software   such   as   Hoot   suite,   Sprout  
Social  and  Buffer.  We  will  also  be  able  to  obtain  click  through  data  from  our  Internet  adverts  
placed   on   the   Daily   Mail,   Marketing   Week,   Business   Insider,   The   Economist   and   the  
Telegraph.  These  figures  will  help  to  highlight  the  success  of  the  campaign,  or  whether   extra  
promotional  activity  should  be  considered.    
 
Event  sponsorships  can  be  monitored  and  controlled  using  ID  scanning  and  email  gathering  
techniques.   Consumers   that   test   the   product   will   have   their   badges   scanned   so   we   will   be  
able  to  monitor  the  reach  at  these  events.    

After  the  31st  March,  we  will  be  able  to  assess  whether  the  campaign  has  met  the  original  
objectives   set   in   section   3.1.   It   will   be   easy   to   assess   LinkedIn   group   membership   figures,  
however  for  the  other  objectives,  we  believe  that  eMarketer  would  be  a  credible  source  to  
attain   a   greater   analysis   of   the   current   market   situation.   Highlighting   transactions   that  
include  the  addition  of  free  promotional  gifts  can  also  help  to  monitor  sales  promotion.    
 

 
 36   Integrated Marketing Communications Plan created by 1178577
 
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 Integrated Marketing Communications Plan created by 1178577 37  
 
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 38   Integrated Marketing Communications Plan created by 1178577
 
http://wmpoweruser.com/microsoft-­‐hopes-­‐for-­‐20-­‐consumer-­‐40-­‐enterprise-­‐
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 Integrated Marketing Communications Plan created by 1178577 39  
 
 
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 40   Integrated Marketing Communications Plan created by 1178577
 
 
45. Windows  Central.  (2014)  Microsoft  launches  its  flagship  Windows  Phone,  
the  Lumia  930  [online].  Available  from:  
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 Integrated Marketing Communications Plan created by 1178577 41  
 
Appendix
Appendix 1: Overtaken  blackberry  in  the  UK
 

 
Appendix 2: Mobile  Billboards  previously  used

 
 42   Integrated Marketing Communications Plan created by 1178577
 
Appendix 3 – 22: It  is  clear,  that  with  such  a  wide  product  portfolio,  to  meet  
such  a  wide  ranging  target  market,  a  large  number  of  communication  and  marketing  
channels  have  been  optimised.  The  identification  of  these  will  enable  the  formulation  of  
appropriate  promotional  methods.  
 

 
 Integrated Marketing Communications Plan created by 1178577 43  
 

 
 44   Integrated Marketing Communications Plan created by 1178577
 

 
 Integrated Marketing Communications Plan created by 1178577 45  
 

 
 46   Integrated Marketing Communications Plan created by 1178577
 
Appendix 23-25: Competitor  Analysis  of  Apple,  Samsung  and  Huawei.

APPLE
Strengths Weaknesses Positioning Promotional Strategy Financial
and
Targeting
Brand Limited Students, High quality products Revenue
Awareness price Business with a high resale value (2013)
and ranges People and $170,910
reputation Adults Billion

Strong and Limited Professionals Technique of Exclusivity Profit

extensive radical in media and and Luxury: Making (2013)
distribution innovation design customers feel special $37,037
channel of mobile and part of a club Billion
devices
Large ROI Middle/upper Apply restrictions to Market
from limited income mobile operators share
Advertising marketing of its products (2014)
and so it looks just like an 11.9%
Marketing apple marketing
campaign. Getting
people to market the
device for them

New Music Limited promotion:

revolutionary Enthusiasts Reputation and Word of
product mouth are key to success
announceme
nt: iWATCH

Popularity of Early Stock restriction: higher

retail stores adopters of demand and more people
and customer new talking about the product
experience technology

Few devices
that meet the
needs of most

 
 Integrated Marketing Communications Plan created by 1178577 47  
 

SAMSUNG
Strengths Weaknesses Positioning Promotional Financial
and Targeting Strategy

Android Lacks its own Wide range of Apples main Revenue

platform operating products and Competitor (2012) $184
gaining in system prices Billion
popularity

Low Internal culture Seemingly no Stylish and Profit

production that focuses on real focus on innovative (2012) $21
costs project demographic products Billion
competition or
rather than psychographic
collaboration

Environmenta Market Extra value for Heavy investment Market

l focus Cannibalizatio money in social Share
n: Eating away engagement. Ads (2014)
at its own shared 5 times 25.2%
market share more than Apples
on Social Media

Apples Dependence of Many devices Aggressive

inactivity other firms that meet the strategy to mock
make such as Google needs of all Apple and its
Samsung to provide markets users
ability to software
market its innovation
brand easier
Unbeatable No control of
product profits from
launch secondary apps
frequency

 
 48   Integrated Marketing Communications Plan created by 1178577
 

Huawei
Strengths Weaknesses Position and Targeting Promotional Financial
Strategy

R&D Focus Bad Aiming for one flagship Be the best Revenue
perception: device for all markets phone in all (2013)
made in price $39.84
china label segments Billion

Strong Private Strong performance in Realize Profit

market Ownership China, the northern part of customers’ (2013)
position restricting Latin America, including dreams in $3.46
and global growth Mexico, Colombia, telecommunic Billion
presence Venezuela and Ecuador, as ation
well as the Middle East,
Africa and Southeast Asia

Dominant Social Initial advertisements Market

in controversie targeted the youth market Share
complement s over (2014)
ary spying 6.9%
communica capabilities
tions in hardware
hardware

Largest Developing markets: Luxury

number of features at a low cost
internation
al patents
made in
2013

 
 Integrated Marketing Communications Plan created by 1178577 49  
 
Appendix 26:

Gartner  Inc  (2014)  has  produced  a  list  of  10  strategic  technological  trends  for  2015.  The  full  
list  of  trends  can  be  seen  in  Appendix  one,  however  we  believe  that  the  most  important  of  
these   is   the   “Computer   Everywhere”   trend.   Gartner   describe   this   trend   as   being   an  
increased   emphasis   on   serving   the   needs   of   the   mobile   user   in   diverse   contexts   and  
environments,   as   opposed   to   focusing   on   devices   alone.   Microsoft   has   already   noted   this  
shift,  and  its  latest  campaigns  that  focus  on  services  and  hardware  integration  will  help  them  
stay  ahead  of  this  trend.    
 
1. Computing  Everywhere  
2. The  Internet  of  things  
3. 3D  Printing  
4. Advanced  Pervasive  and  Invisible  Analytics  
5. Context  Rich  Systems  
6. Smart  Machines  
7. Cloud/Client  Computing  
8. Software-­‐defined  applications  and  infrastructure  
9. Web  Scale  IT  
10. Risk  based  security  and  Self-­‐Protection  

See:  http://www.gartner.com/newsroom/id/2867917  

 
 50   Integrated Marketing Communications Plan created by 1178577
 
Appendix 27: Competitor  Parity  Budget  
 

2015+UK+Budget
Competitor+Parity+Method
Based3on3Key3Competitors
Uk+Ad+
Competitor Spent+ £10.9+Million
(000,000)
28.7
Samsung
18.1
Sony

16.4 Budget+for+Nokia+Lumia+930
Apple3
HTC 9.8 25%3of3budget:3
Blackberry 5.3
Nokia 4.6 £2.725+Million+
Google 2.4
LG 1.9

Industry+
Average+ 10.9
(000,000)
Budget+for+January+to+March
2014+Budget+
(000,000)
8.8 £681,250

Buget+ 24%
Increase  

 
 Integrated Marketing Communications Plan created by 1178577 51  
 
Appendix 28: Percentage  of  Sales  Margin  method  

2014 Total devices and consumer margin as taken from the Microsoft 2014 Annual
Report:
Percentage&of&Sales&Margin&Method

2014&Total&Devices&and&Consumer& $19,933,000,000
Margin& £......12,690,762,541.00 Exchange.Rate.9.1.57

Using&15%&of&Margin £........1,903,614,381.00 Global.Advertising.Spend

Smartphones
15%&of&total&ad&spend £...........285,542,157.00

UK&users&as&percentage&of&all&users 3.70%

UK&Ad&spend £.............10,565,059.00

Lumia&930&is&the&flagship&device 25%&of&Ad&spend

Lumia&930&Spend&in&the&Uk £...............2,641,264.75

Monthly.Budget £...................220,105.40

Budget&January&to&March £...................660,316.19

New&2015&Budget 10500000
2014&Budget 8800000
Percentage&Incease 19.3

 
 52   Integrated Marketing Communications Plan created by 1178577
 
Appendix 29: Budget  Compilation

Budget'Compilation
Competitor,Parity,Model £10.9Million
Percentage,of,Margin £10.5,Million

Average,estimate £10.7,Million

Lumia,=25%,of,ad,spend £2.675,Million

Monthly,Budget £222,916

Budget,for,Jan,?,Mar £668,748

Appendix 30: Top  20  windows  phone  countries  

 
Adduplex   found   that   the   UK   contributed   around   3.7%   of   all   Windows   phone   users   and   on  
this   basis,   the   global   advertising   budget   for   Microsoft   smartphones   alone   for   2015   is  
expected   to   be   between   £285   and   £295million   (Appendix   30).   This   equates   to   15.5%   of  
Microsoft’s  total  advertising  budget  for  2015.    

 
 Integrated Marketing Communications Plan created by 1178577 53  
 

Appendix 31: Global  Smartphone  Budget  analysis  

Competitor&Parity&Model
Global&Budget £1.86&Billion
Global&Smartphone&Budget £294,594,300

Percentage&of&Sales
Global&Budget £1.90&Billion
Global&Smartphone&Budget £&285,542,157.00
Appendix 32: Promotional  Allocations

Advertising 66.64%
PR 1%
Sales5Promotion 13.76%
Direct5Marketing 0.00%
Internet5Marketing 12.32%
Personal5Selling 5.86%
Total 99.71%

Appendix 32 Continued: Budget  and  Monthly  Breakdowns

 
 54   Integrated Marketing Communications Plan created by 1178577
 

Full3List3of3Expenditure3and3cost 3Allocation3(Days) Cost

Activity Days January February March January3Cost February3Cost March3Cost Total %"of"Budget Type"of"Promotional
TV"ads 41 = 15 19 7 £"""71,716.00 £""""134,674.00 £"""35,140.00 £"241,530.00 36.55% Advert"
Radio 19 = 3 8 8 £""""""""900.00 £""""""""2,400.00 £""""""2,400.00 £""""""5,700.00 0.86% Pr/"Sales"Promo
Magazine 21 = 2 7 12 £"""72,208.00 £""""""19,425.00 £"""12,000.00 £"103,633.00 15.68% Advert/"Sales"Promo
Newspaper 8 = 2 3 3 £"""20,760.00 £""""""22,736.00 £"""81,585.00 £"125,081.00 18.93% Advert
Business"District"Billboard 28 = Q Q Q £"""""2,600.00 £""""""""2,600.00 £"""""""""""""""Q £""""""5,200.00 0.79% Advert
Motorway"Billboad 35 = Q Q Q £"""""1,300.00 £""""""""1,300.00 £""""""1,950.00 £""""""4,550.00 0.69% Advert
Mobile"Billboard"(VAN) 42 = 14 16 12 £"""""4,060.00 £""""""""4,640.00 £""""""3,480.00 £"""12,180.00 1.84% Advert
Business"Blogging 26 = 7 8 11 £""""""""560.00 £""""""""""""640.00 £"""""""""880.00 £""""""2,080.00 0.31% PR
Product"Blogging 24 = 6 6 12 £""""""""480.00 £""""""""""""480.00 £"""""""""960.00 £""""""1,920.00 0.29% Advert
Daily"Mail 2 = 2 0 0 £"""""9,000.00 Q Q £""""""9,000.00 1.36% Internet"Marketing
Marketing"week"online 4 = 0 4 0 Q £""""""17,200.00 Q £"""17,200.00 2.60% Internet"Marketing
Business"Insider"online 3 = 0 3 0 Q £""""""""9,000.00 Q £""""""9,000.00 1.36% Internet"Marketing
Telegraph"online 2 = 0 0 2 Q Q £""""""4,500.00 £""""""4,500.00 0.68% Internet"Marketing
Economist"online 2 = 0 0 2 Q Q £""""""9,000.00 £""""""9,000.00 1.36% Internet"Marketing
O2"online 11 = 11 0 0 Q Q Q Q Internet"Marketing
EE"online" 11 = 11 0 0 Q Q Q Q Internet"Marketing
3"Mobile"online 11 = 11 0 0 Q Q Q Q Internet"Marketing
Carphone"warehouse"online 11 = 11 0 0 Q Q Q Q Internet"Marketing
Search"Engine"Optimisation 90 = 31 28 31 £"""""6,000.00 £""""""""6,000.00 £""""""6,000.00 £"""18,000.00 2.72% Internet"Marketing
LinkedIn 62 = 22 18 22 £"""""1,760.00 £""""""""1,440.00 £""""""1,760.00 £""""""4,960.00 0.75% PR/Personal"Selling
Google"+ 62 = 22 18 22 £"""""1,760.00 £""""""""1,440.00 £""""""1,760.00 £""""""4,960.00 0.75% Internet"Marketing
Facebook 61 = 22 17 22 £"""""1,760.00 £""""""""1,360.00 £""""""1,760.00 £""""""4,880.00 0.74% Internet"Marketing
Twitter 61 = 22 17 22 £"""""1,760.00 £""""""""1,360.00 £""""""1,760.00 £""""""4,880.00 0.74% Internet"Marketing
HR"show 2 = 0 2 0 £""""""""""""""Q £""""""""4,000.00 £"""""""""""""""Q £""""""4,000.00 0.61% Sales"Promo/Personal"Selling
Internation"confex 2 = 0 2 0 £""""""""""""""Q £""""""27,000.00 £"""""""""""""""Q £"""27,000.00 4.09% Sales"Promo/Personal"Selling
Business"Travel"show 2 = 0 2 0 £""""""""""""""Q £""""""15,000.00 £"""""""""""""""Q £"""15,000.00 2.27% Sales"Promo/Personal"Selling
Gartner"show 2 = 0 0 2 £""""""""""""""Q £"""""""""""""""""Q £"""12,000.00 £"""12,000.00 1.82% Sales"Promo/Personal"Selling
Facilities"show 3 = 0 0 2 £""""""""""""""Q £"""""""""""""""""Q £"""14,500.00 £"""14,500.00 2.19% Sales"Promo/Personal"Selling

Total 648 214 178 192 £"196,624.00 £""""272,695.00 £"191,435.00 £"660,754.00 100% £""""""""""""""""""""""""""""668,748.00 £""""""7,994.00

Breakdowns have been based on the following Rate cards: MEDIA

BUYING

• Times  
o http://newscommercial.co.uk/assets/pdfs/timesdisplayratecard.pdf  
• Sun  
o http://www.thesun.co.uk/multimedia/archive/00349/classified-­‐
newspape_349132a.pdf  
• Guardian  
o http://image.guardian.co.uk/sys-­‐
files/Guardian/documents/2011/02/22/ratecard.pdf?guni=Article:in%20b
ody%20link  
• Daily  Mai  
o http://www.mailconnected.co.uk/uploads/files/Daily-­‐Mail-­‐Ratecard.pdf  
• Brand  republic  
o http://interactive.brandrepublic.com/commercial-­‐
hub/assets/BR%20Group%20Online%20Rate%20Card%202013%20HR.pdf  
• International  Confex  
o http://www.international-­‐confex.com  
• Metro  
o http://advertising.metro.co.uk/pdf/ratecards/Ratecard.pdf  
• ITV  media  
o http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spo
t%20costs%20-­‐%20itv%20media%20-­‐
%20itv1%20and%20multichannel%20-­‐sept%2011.pdf  
• Better  business  magazine  

 
 Integrated Marketing Communications Plan created by 1178577 55  
 
o http://www.better-­‐business.co.uk/public/rate-­‐card.pdf  
• Mobile  billboards  
o http://www.mobile-­‐billboards.co.uk  
• JC  Decaux  -­‐  billboards  
o http://www.jcdecaux.co.uk  
• Radio  -­‐  Capital  
o http://www.capitalfm.com/advertising/  
• Marketing  week  
o https://recruiters.jobs.marketingweek.co.uk/staticpage/270/  
• Insider  Magazine  
o http://www.insidermedia.com/advertising-­‐sponsorship/data/magazine-­‐
advertising-­‐rates  
• HR  Event  
o http://www.hrevent.com  
•  Business  travel  show  
o http://www.businesstravelshow.com  
• Gartner  Intelligence    
o http://www.gartner.com/technology/summits/emea/business-­‐
intelligence/  
• Facilities  Management  show  
o http://www.facilitiesshow.com  
• Economist  
o http://www.economist.com/topics/advertising-­‐1  

Appendix 33: Overall  Promotional  Gantt  chart  plan  (Daily)

January February March

WEEK21 WEEK22 WEEK23 WEEK24 WEEK25 WEEK26 WEEK27 WEEK28 WEEK29 WEEK210 WEEK211 WEEK212 WEEK213
Mix T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMTWT F S SM T W T F S S M T W T F S S M T W T F S SM TWT F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
TV #NewYearsResolumia Make2up2all2the2time2together2you2have2lost Valentine Blackberry2target Cashback2when2exchanged
Radio Event Event2 Event Event Event
Magazine Metro Marketing2Week Valentine Hand2outs2with2offer
Newspaper Daily2Mail Hand2outs2with2offer
Outdoor Cambridge Billboards London Billboards Birmingham Billboard Manchester Board Edinburgh Billboards London2
Internet #NewYearsResolumia Blog/Promo Daily2Mail Blog/Promo Blog/Promo Marketing2week Blog/Promo Blog/Promo Blog/Promo Business2Insider Blog/Promo Blog/Promo Telegraph Blog/Promo Economist Blog/Promo Blog/Promo
Social2Media LinkedIn2 Community Community Community Community Community Community Community Community Community Community Community Community
#NewYearsResolumia Engagement Engagement Engagement Engagement Engagement Engagement Engagement Engagement Engagement Engagement Engagement
Other:2
Event2Sponsorship

Appendix 34: TV  Gantt  chart  (Daily)

 
 56   Integrated Marketing Communications Plan created by 1178577
 
January February March
WEEK41 WEEK42 WEEK43 WEEK44 WEEK45 WEEK46 WEEK47 WEEK48 WEEK49 WEEK410 WEEK411 WEEK412 WEEK413
TV T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S SMTWTFSSM T W T F S S M T W T F S S M T W T F S SMTWTFSSM T W T F S S M T W T F S S M T W T F SS M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
NY.Resolumia Advertising
Lost.time.spent. Advertising
Valentine.promotion Sales4Promotion
Blackberry.Comp Advertising
Cashback.blackberry Sales4promotion

January4Budget February4Budget March4Budget

1C8th4and428thC431st4:4Daytime4Advert4al 4regions £44 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60,240.00 1st4C411th4and414th44C428th4Daytime44(50204*417) £44 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 85,340.00 74x4Day4time4news4in4al 4regions4(450204*47) £44 4 4 4 4 4 4 4 4 4 4 4 35,140.00
9th4C11th4Daytime4and4Early4Evening4London4and4Centrla £44 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 11,476.00 12thC4413th4Early4evening4al 4(246674*2) £44 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 49,334.00

Appendix 35: Radio  Gantt  chart  (Daily)

January February March
WEEK61 WEEK62 WEEK63 WEEK64 WEEK65 WEEK66 WEEK67 WEEK68 WEEK69 WEEK610 WEEK611 WEEK612 WEEK613
Radio T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMTWT F S SM T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Advert41464Event4 PR6/6
Link4 Promotion
Advert42464Event4
Link PR/6Promotion
Advert43464Event4 PR/6
Link Promotion
Advert44464Event4
Link PR/Promotion
Advert45464Event4
Link PR/Promotion

January February March

Capital6FM6(£300/day)656x6adverts6regional 900 Capital6FM6(£300/day)656x6regional6adverts 2400 Capital6FM6(£300/day)656x6regional6adverts 2400

Appendix 36: Magazine  Gantt  chart  (Daily)

January February March

WEEK31 WEEK32 WEEK33 WEEK34 WEEK35 WEEK36 WEEK37 WEEK38 WEEK39 WEEK310 WEEK311 WEEK312 WEEK313
Magazine T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Entreprenuer)Magazine
Full)page)metro)ad Advert
Full)page)
marketing)Week) Sales3Promotion
Valentine)giveaway Advert
Hand)outs)with)offers Sales3Promotion

January3Budget3 February3Budget March3Budget

Metro3Ad3Full3page3national3colour3(36104.60)3x32 £33333333333333333333333333333333333333333333333 72,208.00 oustide3back3cover3K3insider3magazine3(27753*37) £33333333333333333333333 19,425.00 Better3business3magazine3(small3businesses)3£1,003full3page £333333333333333333333333333333333333333333333 12,000.00

Appendix 37: Newspaper  Gantt  chart  (Daily)  

January February March
WEEK81 WEEK82 WEEK83 WEEK84 WEEK85 WEEK86 WEEK87 WEEK88 WEEK89 WEEK810 WEEK811 WEEK812 WEEK813
Newspaper T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMTWT F S SM T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Full$page$daily$mail Advert
Valentine$giveaway Advert
Hand$outs$with$offers Advert

January February March

19th8A20th8Daily8Mail820cms8x838cols8A8front8half8right8hand £8888888888888888888888888 20,760.00 The8Guardian8(colour8half8page)8 £8888888888888888822,736.00 economist8full8page8colour8 £88888888888888888888888888888888 81,585.00

Appendix 38: Outdoor  Gantt  chart  (Daily)

 
 Integrated Marketing Communications Plan created by 1178577 57  
 
January February March
WEEK81 WEEK82 WEEK83 WEEK84 WEEK85 WEEK86 WEEK87 WEEK88 WEEK89 WEEK810 WEEK811 WEEK812 WEEK813
Outdoor T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Billboard:
1.'Birmingham'CBD advert
2.'London'CBD advert
3.'Manchester'CBD advert
4.'Cambridge'CBD advert
Motorway:
1.'M6'Toll advert
2.M40 advert
3.'M4 advert
4.'M1 advert
5.'M6 advert
Mobile'Ad:
1.'Van'driving'round'
London advert advert
2.'Van'driving'round'
Birmingham advert
3.'Van'driving'round'
Manchester advert
4.'Van'driving'round'
advert
Cambridge
5.'Van'driving'round'
Edingburgh advert

January8Budget February8Budget March8Budget

Cambridge8CBD8(billboard8I8regional8968sheet8=813008per8month) £888888888888888888888 1,300.00 Manchester8CBD8(billboard8I8regional8968sheet8=813008per8month) £888888888888888888 1,300.00 Mobile8van £888888888888888888888888888888888 3,480.00
London8CBD8(billboard8I8regional8968sheet8=813008per8month) £888888888888888888888 1,300.00 Birmingham8CBD8(billboard8I8regional8968sheet8=813008per8month) £888888888888888888 1,300.00
M48and8M408Regional8488Sheet8(20ft8x810ft)8=86508per8month £888888888888888888888 1,300.00 M68toll,8M68and8M18I8Regional8488Sheet8(20ft8x810ft)8=86508per8month £888888888888888888 1,950.00
Mobile8Van £888888888888888888888 4,060.00 Mobile8van £888888888888888888 4,640.00

Appendix 39: Internet  Gantt  chart  (Daily)

January February March
WEEK<1 WEEK<2 WEEK<3 WEEK<4 WEEK<5 WEEK<6 WEEK<7 WEEK<8 WEEK<9 WEEK<10 WEEK<11 WEEK<12 WEEK<13
Internet T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMTWT F S SM T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Business'Blogging INT INT INT INT INT INT INT INT INT INT PR
Product'Blogging INT INT INT INT INT INT INT INT INT INT Advert
Daily'Mail'online INT
Marketing'Week INT
Business'Insider INT
Telegraph INT
Economist INT
NewYears'
Resolumia'Online
O2 INT
3'Mobile INT
EE INT
Carephone'
Warehouse INT

January<Budget February<Budget March<Budget

Daily<Mail<Online<X<motors<(1500)<and<news<section<(3000) £<<<<<<<<<<<<<<<<<<<<< 9,000.00 Marketing<week<online<(Billboard*<Wallpaper<Takeover<(Wallpaper,<Billboard*,<MPU<and<Double<MPU) £<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 17,200.00 Telegraph £<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 4,500.00
o2<advert<<(simply<supply<promotional<material) X Business<Insider £<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 9,000.00 Economist £<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 9,000.00
3<moblile<advert<<(simply<supply<promotional<material) X Sun £<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<< 4,500.00
EE<advert<<(simply<supply<promotional<material) X
Carphone<warehouse<(simply<supply<promotional<material) X

Appendix 40: Social  media  Gantt  chart  (Daily)

January February March
WEEK61 WEEK62 WEEK63 WEEK64 WEEK65 WEEK66 WEEK67 WEEK68 WEEK69 WEEK610 WEEK611 WEEK612 WEEK613
Social'Media T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMTWT F S SM T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Communities
LinkedIn
PR PR PR PR PR PR PR PR PR PR PR PR PR
Google+
Other'Platforms:
Facebook
AD AD ADVERT AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD AD
Twitter

Linked'In Person616=6626days,6£106per6hour,686hours/day
Google'+ Person626=6626days,6£106per6hour,686hours/day
Twitter Person636=6616days,6£106per6hour,68hours/day
Facebook Person646=6616days,6£106per6hour,68hours/6day

Appendix 41: Event  Gantt  chart  (Daily)

January February March

WEEK31 WEEK32 WEEK33 WEEK34 WEEK35 WEEK36 WEEK37 WEEK38 WEEK39 WEEK310 WEEK311 WEEK312 WEEK313
Other T F S SMTWT F S S M T W T F S S M T W T F S S M T W T F S SMT W T F S SM T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
HR'Show PR/Pers3
International' PR/3Pers
Business'Travel' PR/3Pers
Gartner'Business' PR/3Pers
Facilities' PR/Pers

January3Budget February3Budget March3Budget

HR3show3(Registration3area) £333333333333333333333333333 4,000.00 Gartner3Intelligence3(Carrier3Bag3and3Lanyards) 12,000
Confex3Show3(Theatre3sponsor3and3Lanyard)3(85003and35000)x2 £3333333333333333333333333 27,000.00 Facilities3Management33(Bag3inserts,3Lanyards3and3bar3area) 14,500
  Business3Travel3Show3(Stand) £3333333333333333333333333 15,000.00
 58   Integrated Marketing Communications Plan created by 1178577
 
Appendix 42:

As  the  definition  of  direct  marketing  is:  “the  communication  (by  whatever  means)  of  any  
advertising  or  marketing  material  which  is  directed  to  particular  individuals”  (Information  
Commissioners  Office,  2013)  it  was  decided  that  this  is  not  an  appropriate  approach  for  this  
stage  of  the  campaign.    

PR (1.1% of Budget) - Small Part of Section 5  

PR  is  only  playing  a  small  role  in  this  IMC  program,  as  the  role  of  PR  is  already  covered  in-­‐
house  and  has  a  predetermined  budget.  The  use  of  PR  in  this  instance  focuses  on  three  main  
consumers  interactions:  Business  Blog,  LinkedIn  and  the  Radio.    We  are  using  PR  to  target  
specific  groups,  establish  an  online  business  community  and  communicate  news  items.    
 
Promotional Objectives

• Attract&5000&members&into&a&new&LinkedIn&Group&named&“WeMeanBusiness”&by&March&
2015.&
• Communicate&event&details&to&business&professionals&in&specific&locations&
• Engage&consumers&on&business&blog&  
 
Communication Channels

Radio& & & Capital'FM'–'Regional'&

& LinkedIn& & New'Group'called:'WeMeanBusiness&
& Business&Blog& & http://www.microsoft.com/en@gb/business/community/'
' ' ' ' Product'information'and'business'announcements&  

Message and Tactics  

 
In  this  IMC  plan,  PR  is  being  used  in  a  marketing  PR  function  by  create  product  news,  even  
where  there  isn’t  any.  The  main  of  PR  is  to  generate  positive  publicity  and  we  anticipate  a  lot  
of  media  publicity  due  to  the  aggressive  nature  of  the  campaign.  LinkedIn  and  the  Business  
blog  will  therefore  be  used  to  engage  with  consumers,  whilst  the  radio  will  be  used  to  
coincide  with  promoting  sponsored  events.  It  must  also  be  noted  that  although  PR  is  a  small  
percentage  of  the  budget,  PR  will  be  part  of  the  social  media  strategy  for  Facebook,  Twitter  
and  Google  +.  These  are  currently  classified  under  Internet  Marketing,  but  could  equally  be  
classified  here.  Engagement  on  all  Internet  platforms  is  therefore  an  inherent  part  of  PR  
here.  
 
The  PR  campaign  can  be  positioned  to  the  general  public  and  media,  in  the  sense  that  we  
want  to  help  them  improve  their  business  operations,  through  switching  to  a  fully  integrated  
device.    
 

 
 Integrated Marketing Communications Plan created by 1178577 59  
 
Appendix 43 :  Nokia  History  
 
Nokia  began  as  a  wood  pulp  mill  in  Finland  in  1865  and  found  its  name  when  it  expanded  its  
mill  to  the  banks  of  the  Nokianvirta.  In  the  late  1980’s,  Nokia  Corporation  divested  several  
business  areas  to  make  communications  its  core  business.  In  1994  Nokia  released  a  2100  
series  of  phones  that  were  expected  to  sell  around  400,000  units.  This  figure  however  
surpassed  20million  units  and  as  a  resultant  Nokia  became  the  world  leader  in  mobile  
phones  in  1998.  
 

 
Fig  1.  Nokia  Market  share  based  on  units  sold  
 
Between  1998  and  2007,  Nokia  contributed  to  a  quarter  of  the  overall  growth  in  the  Finish  
economy  (Economist,  2012),  and  its  phone  shipments  peaked  in  2007  giving  the  firm  a  40%  
industry  market  share.  As  you  can  see  from  figure  1  (Disruptive  Innovation,  2013),  since  
2007  the  firm  has  slowly  declined  as  a  resultant  of  Samsung’s  adoption  of  the  Android  
operating  system  and  the  rise  of  Apples  dominant  IOS  system.    
 
In  2012,  Samsung’s  growth  ended  Nokia’s  14-­‐year  run  at  the  top  of  the  cell  phone  industry,  
shipping  92million  units  in  the  first  quarter  alone  (Goldman,  2012).  With  dwindling  market  
share  and  decreasing  shipping  output,  Nokia  completed  its  divestiture  of  its  devices  and  
services  division  when  Microsoft  purchased  them  in  2014  for  a  fee  in  excess  of  €5.4  Billion  
(£4.2  Billion)  (Nokia  Corporation,  2014).  
 
Microsoft  now  holds  the  future  of  Nokia  cell  phones  in  its  hands,  with  Nokia  as  a  business  
now  choosing  to  focus  on  three  primary  divisions:  Nokia  Networks,  Here  and  Nokia  
Technologies.    Microsoft  has  taken  ownership  of  all  mobile  devices:  Lumia,  X  series  and  
Asha,  and  has  benefited  from  absorbing  design  teams,  supply  chains,  accessories,  
employees,  developer  relations  and  most  of  Nokia's  manufacturing  plants  and  testing  
facilities  (Molen,  2014).    
 
Early  indicators  show  that  Microsoft’s  takeover  will  be  beneficial  as  during  the  three  months  
ending  September  2014,  Microsoft  sold  9.3  million  Lumia  Devices  and  42.9  million  non-­‐
Lumia  devices,  generating  revenues  of  $2.6billion  (Microsoft,  2014).    Microsoft  claim  that  
they  are  out-­‐shipping  Apple,  but  trail  Samsung  in  24  countries  (Fig.2),  and  trail  Samsung  as  
the  number  1  operating  system  in  14  countries  (Fig.3)  (Pratap,  2014).  

 
 60   Integrated Marketing Communications Plan created by 1178577
 
   
Malaysia   India   Mexico   Chile   Italy   Thailand   Vietnam  
South  Africa   Ukraine   Hungary   Finland   Czech  Republic   Greece   Poland  
 
Fig  2:  Countries  where  Microsoft  have  the  No.2  Operating  System  
 
Chile   Colombia   Czech  Republic   Egypt   Ecuador   Finland   Greece   Hungary  
India   Italy   Kenya   Kuwait   Malaysia   Mexico   Nigeria   Pakistan  
Peru   Poland   Saudi  Arabia   South  Africa   Thailand   Ukraine   UAE   Vietnam  

Appendix 44: Rebranding

In  a  recent  announcement,  Microsoft  highlighted  that  they  want  to  simplify  and  unify  their  
smartphone  branding,  which  involves  transitioning  the  Nokia  Lumia  brand  into  the  Microsoft  
Lumia   brand   (Goldstein,   2014).   Whilst   Nokia   has   a   great   history   in   the   Industry,   its   decline  
has  been  well  publicised  and  therefore  a  rebranding  will  disperse  any  negative  perceptions  
that   consumers   still   have.   The   Microsoft   Lumia   535,   released   on   the   10th   November   2014,   is  
the   first   device   not   to   feature   the   Nokia   name   (CNET,   2014)   and   brand   continuity   has   begun  
extending  to  its  related  social  media  channels  (Fried,  2014).      

 
 Integrated Marketing Communications Plan created by 1178577 61  
 
Appendix 45: Theme of Indirectly Attacking Blackberry
 
Highlighted  in  the  storyboard  below,  revolves  around  using  the  Lumia  930’s  Cortana  (Voice  
recognition  software)  to  provide  an  answer  to  the  question:  How  do  you  make  a  Blackberry  
pie.  The  dramatized  advert  involves  a  businessman,  turning  into  a  chef,  ends  with  a  crying  
baby,  and  the  caption:  “She  doesn’t  like  blackberries”.