NOKIA

1
NOKIA

• Marketing Group Presentation

2
Agenda

• Company Description
• SWOT analysis
• Competitors
• Objectives
• Market and Consumer
• Marketing Strategies
• Conclusion
• References
• QA

3
Company Description

• Background
• Nokia is the world leader in mobile
  communications
• Provide easy-to-use and innovative products like
  mobile phones, and solutions for imaging, games,
  media, mobile network operators and businesses.
• Mission
• By connecting people, Nokia helps fulfill a
  fundamental human need for social connections and
  contact. Nokia builds bridges between people both
  when they are far apart and face-to-face, and
  also bridges the gap between the information they
  need.

4
SWOT analysis
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Competitors

• Many Competitors in this area
• Motorola
• Sony Ericsson
• Samsung
• LG
• Sharp
• Panasonic
• etc

6
Objectives

• To set up a new brand image for Nokias mobile
  phone Creative and Trendy
• To meet the needs of the niche Young and Rich
  customers who are pursuing stylish lifestyle
• To maximize current profit
• To lead the mobile phone market with innovative
  and modern new products

7
Nokias Financial Conditions

• A moderate increase in revenue in the year 2005,
  after a decrease in 2004.
• The overall performance has not been improved
  much
• An increase in net profit is largely due to the
  cut in taxation.

8
Market and Consumers

• In this period, the world market as a whole
  expanded and became almost saturated now.
• So far Nokia still has the No.1 market share of
  33, but it is far from its objective 40. And
  its ASP (average selling price) is decreasing.

Launch a new program!
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What should we do
Explore such new market needs and
act accordingly to satisfy them.
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Product

• New series Exquisite
• Luxurious recombination of fashion and mobile
  technology
• Target group Young and wealthy adult who capable
  and enjoy spending on consuming product
• Positioning statement
• To our target customer, Exquisite series is a
  revolutionary mobile phone that allows you to
  experience prestige and the latest Nokia mobile
  technology

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Product

• Product features
• Hot key to LV website
• Compact design
• Two integrated cameras Back side 2-megapixel
  camera with full-screen landscape camera mode and
  camera flash, front side VGA camera for video
  calling
• High-speed connections with 3G
• Two-way video call capability for face-to-face
  communication

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Product

• Product features (contd)
• Video ringtones
• Fast, convenient email access
• High-resolution, 262,144-color display
• Music player with stereo audio

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Product
X01
14
Product
X02
15
Product
X03
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Product

• Product bundle
• Protective case
• Phone strap
• Accessories design changes seasonally

17
Price

• Psychological pricing
• Consider the psychological approach rather than
  economic approach
• LV is a high-end brand
• Therefore, people are willing to spend on one a
  LV-branded mobile phone

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Price

• Market-Skimming Pricing
• Set a high price
• Skim the maximum revenue
• Decrease the price gradually
• Intiailly we will set a high price around 1200,
  gradually decrease and replaced by a newer model
• Maintain a high profit margin

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Distribution channels

• Number of channel level
• Indirect marketing channel
• Sold in LV specialty shop
• Nokia specialty shop
• Horizontal marketing system
• Nokia join forces with LV at one level
• Share the distribution outlets with each other
• gt gt

Retailer (Specialty shop)
Producer(LV Nokia)
consumer
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Distribution channels

• Type of intermediaries
• Company sales force
• Use their own specialty shop
• Exclusive distribution
• Only allow the product sold in specialty shop
• Only sold in designated territories

21
Promotion

• Printed advertisement
• Goal to create a new reason to buy our new cell
  phone
• Focus on masculine and feminine magazine, etc
• Car
• Audio/Video products
• Cosmetics
• Fashion

22
Promotion

• Online - Advertisement
• Objective raise awareness of the mass people
• Bid on cell-phone before the launch of our product

23
Promotion

• TV advertisement
• Objective raise people interest of our new
  product
• Demonstrate its outlook and style
• Encourage people to bid our product online

24
Promotion

• Road show advertisement
• Objective raise awareness of mass people
• Large banner and poster in shopping district
• Urge people to experience new product at place of
  selling.

25
IT Usage

• Internet Marketing
• Advertise service
• Expand market
• Online bid

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IT Usage

• CRM system
• optimize the time spent on developing and
  maintaining successful relationships and
  maximizing opportunities
• catalog information from initial marketing
  campaigns and sales contacts through quoting,
  customer orders, production, shipping, invoicing
  and payment
• capture, manage and track every interaction with
  customers and suppliers in one place- putting it
  in front of ours sales and customer service
  people, right when they need it

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Conclusion

• Nokia currently still the no.1 in mobile industry
• Its growth in profit not comparable to main
  competitor - Motorola
• New series of phone exquisite series
• Target on wealthy young adults
• To maintain leadership position and generate more
  profit to Nokia

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Reference

• Nokia official website
• http//www.nokia.com/
• http//www.nokia.com/A402777
• http//www.nokia.com/A402917
• http//www.nokia.com/newhorizonsthankyou
• Louis Vuitton official website
• http//www.louisvuitton.com/
• Investors.com
• http//www.investors.com/breakingnews.asp?journali
  d34649123brk1
• International Herald Tribunne
• http//www.iht.com/articles/2006/02/28/yourmoney/m
  obile-5806545.php
• http//www.iht.com/articles/2005/04/14/yourmoney/m
  obile.php
• Ewireless News
• http//www.ewirelessnews.com/Features/35/Nokia-set
  s-out-its-growth-strategy-in-the-face-of.html
• http//www2.hs.fi/english/archive/news.asp?id2000
  0731xx12

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QA