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Marketing Campaign for a Successful Product Launch Essay Example

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Marketing Campaign for a Successful Product Launch

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The senior management team will use the report to scrutinize whether the selected marketing tools will be effective and appropriate for the marketing campaign in South Africa.One of the promotional tools that Nokia’s marketers have selected for use during the launch of the two new brands in South Africa is public relations, which Theaker (2004) described as the creation of a good image or perception about a business organisation amongst the target audience. The second promotional tool that was selected by the marketers is direct marketing, which is described by Nash (2000) as the act of sales representative directly targeting the customer either through face-to-face conversation or through phone calls in order to market and sell to them the company’s product and/ or service. The third promotional tool that was selected for the marketing campaign is sales promotion, which Kaser (2012) described as a marketing practice whereby customers are induced to make a purchase by the promise of a reward or bonus is they do so. The fourth promotional tool that was selected is advertising, which is described by Moriarty et al. (2009), as a paid communication that is relayed through various mediums and it mainly seeks to encourage the audience to buy or try out the product or service being advertised.According to the studies by Theaker (2004), public relation is an appropriate promotional tool to use because presently it is observed that Nokia Company is not the leading company in the Smartphone industry due to stiff competition from Apple and Samsung. Therefore, through public relations the company can reassure customers that they are still the best in the Smartphone industry and the launch of the two new brands is a sure way to confirm this notion.Nash (2000) noted that direct marketing is an appropriate tool because it will enable the company to gather customers’ feedback and concerns about the two new brands, and the sales representatives will address any fears that customers might have about the two new brands.According to Kaser, K. (2012), sales promotion is an appropriate promotional tool because it will lead to high sales of the two new brands in the first few days after its release, thereby encouraging others to purchase either of the two brands since high sales during the first few days will reaffirm that many people have confidence in Nokia’s product.Moriarty et al. (2009) stated that

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Kaser, K. (2012). Advertising and Sales Promotion. Ohio, U.S: South-Western Educational Publications

Moriarty, S. Wells, W. and Mitchell, N. (2009). Advertising: Principles & Practice. New Jersey: Pearson Prentice Hall

Nash, E. (2000). Direct Marketing: Strategy, Planning, Execution. (4th edition). New York: Mc-Graw-Hill

Theaker, A. (2004). The Public Relations Handbook. (2nd edition). United Kingdom: Taylor & Francis

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preview essay on Marketing Campaign for a Successful Product Launch
  • Pages: 20 (5000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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