Toon Hoi Theng Aditya Pratama Putra Lau Meow Yean Jacqueline Sornia Lourdes Paul Xavier Chong Seakny

Transcription

1 Toon Hoi Theng Aditya Pratama Putra Lau Meow Yean Jacqueline Sornia Lourdes Paul Xavier Chong Seakny

2 best known for its revolutionary wireless communication technologies, which have connected billions of people through networks and mobile phones Before 90s = glory years of Nokia After 90s = began of downhill rapidly development of Nokia was present through the partnership in between Nokia and Microsoft Lumia = series is a line of smartphones and tablet computers designed and marketed by Nokia USP of Lumia 1020 : offers an amazing camera experience with a solid Windows Phone 8 experience in a modern smartphone with different color of phones

3 Perception Mapping Brand Value Nokia Lumia 1020 Samsung Galaxy S4 Apple iphone Low Price High Price Sony Xperia Nokia Lumia 1020 Product Value

4 SWOT Analysis Strengths 1.Cell phones have become the camera of choice for people 2.Using the latest operating system Windows Phone 8 3.Updated specifications Opportunities 1.Upgrade the accessibility and connectivity to the social media 2.Reset the price of Nokia Lumia Advertise the product through different series of integrated marketing communication Weakness 1.Price is expensive 2.Poor battery life 3.Non-removable battery Threats 1.The market is quite cluttered with very strong global brand players 2.Consumers unwilling to try the product due to being influenced by the others 3.Design of new preferences is too playful

5 Competitors Samsung Galaxy S4, Apple Iphone, and Sony Xperia due to all of these smartphones was focus on their camera as well Problem Statement Nokia sales started to drop and started losing customers to its competitors in 2007 losing out to its competitors because it does not update its model was late to venture into the smartphone business the specification and features of Nokia smartphone fails to capture the audience Consumers unwilling to try a new feature of a phone as well as losses their confident towards the brand of Nokia

6 Target Audience Young adult aged People who love camera first above other mobile phone gadgets Modern, youthful, tech savvy and high expectations Thinkers and survivors

7 Consumers unwilling to try Windows phone and lost trust towards Nokia Consumers are attracted to the new Nokia Lumia 1020 Realistic (Current Situation) Ideal (Hopeful Situation)

8 Objectives To increase sales of Nokia Lumia (Marketing) To create the needs for the consumers of using Nokia Lumia (Public Relations) To increase the brand awareness of Nokia Lumia (Branding) To reach 60% of the target audience. (Advertising)

9 Price Charm pricing : the price for Nokia Lumia 1020 is RM 1199 Promotion Qualitative promotion extended warranties a free good quality neon color phone case worth RM100 Place Rumble Four colors of Nokia Lumia 1020 which is yellow, black, white and red will be place neatly at the counter active shelving to encourage purchase of the product

10 Product

11 People Good services always left good impressions Training includes the service knowledge, interpersonal skills and information about Nokia. Physical Evidence Nokia Lumia 1020 s packaging- Neon attract the consumer the first smartphone with neon color packaging Process the origin of the product, the progressions of making the product and the end product and its endpoint Two steps: Linear, Connection -> the timeline from their first mobile phone to the current Nokia Lumia 1020

12 Press Agentry Gadget Magazine Television Radio Newspaper Youtube Vlogers (Video Bloggers) Gadget Bloggers Social Media Facebook Twitter Instagram

13 Asymmetrical Using photographer s statement to support the Unique Selling Point (USP) of our product. E.g. Hiring 3 photographers on Asia to testify that Nokia s camera is the best camera compare to other smartphones. Symmetrical Road show To promote the product and to provide platform for consumers to gain more knowledge about our product. Q&A Section in our website To answers the costumers questions about the product as well as helping to give them suggestions about the products.

14 Brand Value Nokia Lumia 1020 Samsung Galaxy S4 Apple iphone Low Price High Price Sony Xperia Nokia Lumia 1020 Product Value

15 Brand Story Unique product color Megapixel of the camera Multiple camera applications Longer usage battery life To fulfill consumer s need in the market Follow the latest trend Brand Strategy (Brand Architecture) House of brand under Microsoft First window phone Develop a brand new operating system that couldn t found in other competitors

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18 Advertising is all about reaching to the mass audience in large. Advertising is kept straightforward to the point and it is brief megapixel camera. Grabs attention with the creative plan. Using ATL (Above-The-Line) which is TV Commercial and Online Components (Youtube). It s a different kind of noise which would help to achieve the objective which is to have a large reach and frequency. Best value for money, though its costly but larger reach Money and Placement : Experiencers - People who live with the social circle experiencing the atmosphere and surrounding. - Highly motivated with : Brands that reflect peer acceptance

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20 targeted people by using photographers as their ambassadors as well as to gain more trust from people hire few vloggers and bloggers to review about the features of the phone and also the camera as their number one USP meeting them directly and give them more knowledge of the product