Marketing Campaign for a Successful Product Launch Essay

Marketing Campaign for a Successful Product Launch - Essay Example In particular, this report focuses on the four promotional tools that were used that are public relation, direct marketing, promotions and advertising. The report seeks to inform the team about the appropriateness of the selected promotional tools in bringing about a successful marketing campaign. It also demonstrates how the selected promotional tools will be fully utilized in devising a creative mix of marketing activities suitable for a successful marketing campaign. 2.0 Introduction The marketing department of Nokia Company was tasked with devising the marketing campaign plan that would be used in ensuring that the two new Nokia brands sell well in South Africa and they proposed that the company utilize advertisements, sales promotion, direct marketing, and public relation as promotional tools (Awad 2004). Promotion is one of the elements in the marketing mix, and just like all the other elements, it deserves a lot of evaluation before being approved by the senior management team of a company (Armstrong & Kotler, 2012). ... The research aimed at establishing and identifying the characteristics of the target audience. This was done through observation and interviews. 4.0 Main Findings The team found out that i. Both Nokia Luminia 920 and 820 will appeal most to young customers who are particularly tech-savvy. ii. The company needs to come out with strategies that will make the prospective customers aware of the new Nokia phone models on the market: Nokia Luminia920 and 820. iii. The company needs to come up with promotional tools that can create interest in prospective customers. iv. The company needs to have promotional tools that will sustain client’s satisfaction during and after sales. It is out of this finding that the team settled on public relation, advertising, direct marketing, and sales promotion as appropriate promotional tool to be used. Armstrong and Kotler (2012) describe advertisement as a promotion technique whereby words, signs, or songs are used to create awareness among the audi ences about the product, service, or an upcoming event. In this case the two Nokia models would be advertised via popular South African radio and television stations, billboard and posters, internet, via popular sites such as face book and twitter. This is guide necessary because the target audience is the youth who are tech survy. Advertisement in this case, would also be appropriate because it will be able to create awareness amongst the mass audience by positioning a product in the mind of the audience and inform them about the advantages of Nokia Lumia 920 and 820 (ibid) . Wood (2010) support the use of advertisement as a promotional tool when he states that advertisements help in boosting consumer’s confidence