asiignment

7/31/2019 asiignment

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Table of contents:

1.0 Introduction: .1

1.1 Study Background .. 2

1.2 Study Area 32.0 Research Objective and research question:

2.1 Research Objective ..4

2.2 Research Question ..5

3.0 Literature Review:

3.1 The reasons for promotion plans .......6

3.2 The various components of promotion plans ..7

3.3 The advantages and disadvantages of promotion plans ...8

4.0 Research Methodology...9

5.0 Schedule.10

6.0 References 11


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1.0 Introduction:

In the business, one corporation usually meet a lot of problems and difficulties during its

running, so it need to prepare plans for that..Today promotion plans is a critical part of

business. It can improve the business and overcome the problems with many new ways

by the think from many persons. This research will find out more a how Nokia prepareits promotion.

1.1 Study Background:

Todays businesses on the world, every corporation always have a lot marketing plans

include promotion plans and applying to their works with purpose to improve the quality

and profits. In the book name is The marketing plan- How to prepare and implement it,

the writer William M. Luther had wrote Promotion plan is one part into the marketing

plan, it include the advertising plan , the sales promotion plan and the public relation

plans, all activities will be supported for marketing plan(Luther, 2011:3) . From that wecan understand the critical of promotion in business of every organization. Other than

that, Promotion plan is an important marketing force that activities can be used to

incentive for customer and competing with the enemies on their business (Baker,

2005). Promotion plans also supported corporation understanding more than about

themselves and their customer such as why they need to do it, what the customer need

from promotion plans and what their competitor will do to anti the promotion plan.

Cell phone is a creation of telephone industry in 1946, today cell phone had been

produced in many countries on the worlds with the big number and it was instead for

home phone because of its convenient and designs(Andrew, 2001).Cell phone wasbrought the new way to consumers and technology. Today with many different designs

and innovations, cell phone had been become to cultural of human on the world.

Although, cell phone industry was bringing the big profits to corporation but around

them usually have a lot of competitors (Kunda, 2006). From the Figure 1, the graphic

have been show the cell phone market with many corporations and three biggest

companies, which try to get more than percents of market to them by many different

ways.

Because all discussed above, in cell phone industry, promotion plan can be help all

companies improve their business before many competitors around.


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(Figure 1: the smart phone market share from 2011 to 2012 of Nokia, Samsung and Apple)

1.2 Study Area:

Nokia was one of the most famous global brands in mobile phone industry. NokiaCorporation had been established since 1885 at Southern Finland by an engineerFredrik Idestam and his friend Leo Mechelin, after that Nokia Corporation wasexpanded their business to Russia , United Kingdom , France and now their producthave been on more than 100 countries. Nokia Corporation is a strong company abouttelephone with the cheap price, good service and popular brand on the world (Nokia,2008). After many successful in history, now they are meeting a lot of difficult on theirbusiness when on the world had lot of competitors. Figure 2, the graphic have beenshowed from 2007 to 2010 Nokia profit is going down, after that Nokia lost the 1

strank

on the world about cell phone to their competitors from big ( Apple, Samsung, LG, ect..)to small (companies are producing phone on each country where Nokia was sold
http://en.wikipedia.org/wiki/Fredrik_Idestamhttp://en.wikipedia.org/wiki/Fredrik_Idestam


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products). Besides that, Nokia had been gotten problems inside their organization(employees, departments,)and they dont have more innovation for new market, they keep the old ways of manager, software and changing it to slowly during theircompetitors often to change every time(Jean-Louis Gasse -Nokia: three big problemsfor deposed king of mobile phones 23 April 2012 ).Now , they are getting a new

promotion plan for their products with the purpose is taken the lost market on the worldfrom Samsung and Apple , taking more loyal customers and new buyers. From that,Nokia can be improved revenue and competitive with other companies, who want totake more their rank and market.

(Figure 2: Profit in million of Nokia)

2.0Research Objective and research question:

2.1Research Objective:

a) To find out the reasons why Nokia does promotion plans for its products.

b) To analyses the various components included in Nokias promotion plans.

c) To understand the advantages and disadvantages of Nokias promotion

plans.

2.2Research Questions:

a) Why does Nokia need to prepare promotion plans for its products?

b) What are the outline of Nokias promotion plans?c) What are the advantages and disadvantages of Nokia s promotion plans for

its products?

3.0Literature Review:

In this research, promotion plan and the way to run it will be discussed.

3.1The reasons of promotion plan:
http://www.guardian.co.uk/profile/jean-louis-gasseehttp://www.guardian.co.uk/profile/jean-louis-gassee


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As marketing professionals, we all understand the importance of promotion plans.

However, not everyone in companies think this way because they think to write a

promotion plan is a waste of time, but if they consider between prepare a promotion

plans with following the old ways, they can see what is more advantages than for their

works. The purpose of promotion plan is to manage the organizations communication

imitative, coordinating and integrating all the activities of promotion strategy to

communicate with buyers and others who influence purchasing decisions(Cravens-

Piercy 2009).From that, promotion plan will be making belong to relation between

company and customer, other than that promotion plan is proved what problems of

corporation and what they want to have after promotion plan complete.

Other than that, when we set up promotion plan, it will affect to corporation s profit and

consumers recognition will be up with the products or services (Aaker, 2005).The

theory had been told correctly promotion planning is very important in business with

their jobs, promotion plan was usually prepare by every corporation and when the new

promotion had been created. After they are running their promotion plan (now is

promotion strategy) the profits and consumers who cared to their service and products

all information about that will be show them and prove their promotion plan successful

or not (Churchill-Iacobucci, 2005).

Consumers know one product or service in the market between a lot of products and

services of many corporations because of the brand. The brand of a corporation is

important with them and customer because that is the face and the reputation, but how

to make it successful and rich, that is a hard question and until now they give many

ways to do it and promotion plan is one of them. Promotion plan can be affected to the

profits of corporation and the profits also affect to the brand because corporation was

had high profits with their competitors also often have more money for activities such as

: marketing, customer relationship, quality service, ect with the purpose is take more

customers to their company .(Baker,2005).. From that, the knowledge of customers

and users will be improved with their products and services.

Not only the corporation, which has small profits during running their business, need to

use promotion plans same as a ways to improve profit. Some companies want to

develop their works bigger than or to a new direct also need to prepare the promotion

plan for themselves, Promotion plan include advertising plan, sale promotion plan,

public relation,ect and then the advertising plan will be introduced the new to

customer , the sale promotion can be taken more customer to new products and service

and the corporation based on promotion and build a customer relation

(Smith&Taylor,2004)

All discussion above to make us understanding the reasons why corporation need to do

promotion plan during their business works are running.


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3.2 The various components of promotion plans:

The purpose of promotion plan is to manage the organizations communication

initiatives, coordinating and integrating advertising, personal selling, sales promotion,

interactive/Internet marketing, direct marketing and public relation to communicate with

buyer and other who influence purchasing decisions.(Cravens&Piency, 2009).

3.2.1 Advertising plan:

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