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NOKIA FUTURE STRATEGY

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by

Harry Yang

on 7 November 2013

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Transcript of NOKIA FUTURE STRATEGY

NOKIA
New entrants. EG, -Dell, Acer ECT

Samsung, Motorola, Sony Ericson are using Google’s Android system

Substitute, mobile device and computer are combining

Windows phone market share grows

Micro Analysis
Emphasis on hardware, ignore software development
Underestimate the transition to smartphones
Overestimate the strength of brand
Doesn’t have a special value proposition
Build Brand Image
Nokia--An out-of-dated brand with no specific brand personality

Macro analysis
Political condition is stable
Economic is recovering

Demand of social communication increased

Technology develop quickly

Environmental awareness arise globally

Legal protection is stronger

Iphone is the most popular smartphone


FAILURE OF
Experience

Expertise in handset market

Worldwide distribution network

Reputation


Lack of value proposition

Poor after sales service

Increasing demand of smartphone

Fierce competition between Apple and Samsung

Increasing customer satisfaction

Market dominated by Apple&Samsung

Declined credits standard

Low overall satisfaction

 

Geographic

Country – Emeging countries(India,
China, South Africa, Ukraine)

Cities – main cities
Psychographic

Lifestyles – college students and fashion

Interests

Behavioral

Pursuit Benefits – Quality of the product
high involvement

Demographic

Age – 16--35
Gender – Male, Female
Occupation – Every sector
(Students, Young Office generation)
Targeting

Emerging market
China, India, South Africa,
and Ukraine
College and university students
as well as the young office workers

Rebuilding its brand image to increase brand awareness and loyalty.

Knowing customers'
NEEDS

Gorgeous appearance,
SMART
inside!!
Nokia new brand personality and emotion

(1)fashionable handset phone

(2)Camera lovers

(3)Window 8 system

Content
Failure of Nokia
Macro and Micro Analysis
SWOT Analysis
STP Analysis
Brand Image and Personality
Media Strategy
Budget, Control and Assess
Media Strategy
Ultimately objectives:

1. Re-positioning

2. Increasing brand image and social reputation

3. Increasing awareness of new products (lumia)

4. Increasing revenue through purchase of the
product
Advertising

A. TV advertising

B. Outdoor—bus shelter

C. Magazines,newspapers

D. Product placement
Public Relationship
A. Environmental strategy

B. Disaster Response

C. Nokia education delivery
sponsorship
A. Nokia mobile mathematics

B. Invest in entertainment industry such as movies

C. young people’s competition and campaign

Social media
A.High frequently viewed website
(facebook or twitter)

B.nokia.com

Step1:celebrity endorsement
Benedict Cumberbatch
Transfer popularity
customer feel closed to superstar
Step 2 and Step 3: product placement and advertising
Product placement
Step 4:social media
Step 5:detetive games apps
Feel like a real sherlock
"Camphone revolution II "campaign
Young people like taking pictures
enjoy competition
share photos with friends
words of mouth
Buy computer software get phone apps
Buy apps get discount for PC software
Not only promotion

A bridge between PC and handsets
Integrate
Win customers
WOW customers
3 Creative campaigns
Budget
Microsoft will need Nokia to sell about 50 million smartphones a year
In the second quarter, Nokia sold 7.4 million
After the next three months promotion, sales
should increase by 30% to meet our sales goal

Sales data analysis and questionnaire and interview randomly to investigate in order to access the result
Control and Access
Nokia group
members:Bofu.Xu Heng.Yang Huilin.Yang
Jun.Wei Lan.WU
3 Creative campaigns
Photography competition
41 megapixel
8 megapixel
Lumia1020:
iphone 5S:
Windows phone campagn
Positioning
Full transcript