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Group ： NO. 8 Group numbers: 李楚文、周婉桦、刘志颖、原少欢、邝欣仪

Group ： NO. 8 Group numbers: 李楚文、周婉桦、刘志颖、原少欢、邝欣仪. Nokia lumia900. Marketing planning report. 广告. 案例. 活动. 背景. lumia900. TV. outdoors. 广告. 案例. 活动. 背景. lumia900. TV. outdoors. Marketing Strategy. Financial Analysis. Marketing Mix. Foreword. Marketing Analysis. Foreword.

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Group ： NO. 8 Group numbers: 李楚文、周婉桦、刘志颖、原少欢、邝欣仪

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  1. Group ：NO. 8Group numbers:李楚文、周婉桦、刘志颖、原少欢、邝欣仪 Nokia lumia900 Marketing planning report

  2. 广告 案例 活动 背景 lumia900 TV outdoors

  3. 广告 案例 活动 背景 lumia900 TV outdoors

  4. Marketing Strategy Financial Analysis Marketing Mix Foreword Marketing Analysis

  5. Foreword 1.1 Introduction of Nokia Establish: 1865 Headquarters: Finland Espoo Business form: C Corporation Business scope: Consumer electronics,mobile communications, the Internet Main product: Mobile phone Annual turnover: 38.659 billion euros (2011)

  6. Foreword 1.2 The cell phone market overview Trends（趋势） Driven by rapid migration from 3Gnetworks, the increasing number of mobile subscriptions and rising demand for smart phones are obvious. Competitive Landscape （竞争格局） Nokia lost its complete dominance(霸主地位). Its operating systems, Symbian and Meego, were considered dated when compared with Android and iOS, both in terms of the number of downloadable apps and user experience. Besides，competitors such as Samsung, HTC, Motorola and Apple all had dual core products widely sold in China.

  7. Foreword

  8. Foreword 1.3 Marketing objectives Product: Nokia Lumia900 Lumia900 series sales only 330,000 units in the second quarter.(2012). Through our marketing plan we hope to reach the objective that the first year sales: 1.5 million units the second year sales: 3 million units

  9. Foreword 1.4 Financial goals (Revenue) The first year units sold×sales=2000yuan×1,500,000=3,000,000,000 (3billion yuan) The second year units sold×sales=2000yuan×3,000,000=6,000,000,000 (6billion yuan)

  10. Marketing Analysis 2．Marketing Analysis With the rapidly development of the mobile Internet, there is a qualitative leap（质的飞跃） of the hardware technology and the software technology of smart phone. The market of the smart phone in China is expanding. Nowadays, the competition of the Apple, Samsung and HTC, which are considered as three big brands, has entered the white-hot stage. Besides, some Chinese brands are catching more and more people’s attention. In 2012, Hawaii and ZTE had become two of the top 10 global smart phone manufacturers.

  11. 1. Nokia has many loyal customers. 2.Nokia has a series of standard services, such as an hour of repair, spare parts, battery charging, borrow free telephone directory backup, transfer and feedback etc. 1. The demand of Nokia's Symbian system of smart phone has gradually subsided. 2. Nokia has more than 1000 models,faced with so much choice,consumers may feel confusion to choose one of them. Marketing Analysis 1.The market of smart phone in China is very great. 2.Nokia’s products occupy an important position in Chinese mobile phone bestseller list. S W 2.1 SWOT Analysis 1.Microsoft give the first-issue-right (首发权)of the WP8 mobile phone toSamsung. 2. Microsoft began to research and development the WP8 mobile phone independently. 3. The Android system and IOS system occupied most of the market share. O T

  12. Marketing Analysis 2.2 Competitive Analysis We can easily find that Nokia's biggest competitor is……

  13. Marketing Analysis Marketing Analysis 2.2 Competitive Analysis Apple Corp is the largest mobile phone manufacturer and the largest PC manufacturer, the most valuable listing Corporationin in the world, At the end of 2012 2, Apple's market value in dividends expected stimulating rose, the $500000000000 mark in one fell swoop breakthrough. (苹果公司，是全球第一大手机生产商、全球最大的PC厂商以及世界上市值最大的上市公司。2012年2月底，苹果市值在派息预期的刺激下大涨，一举突破5000亿美元关口。)

  14. Marketing Analysis 2.2 Competitive Analysis Samsung Electronics is the largest subsidiary SamSung group, it is now the world's second largest mobile phone manufacturer and the largest electronic enterprise global revenue. In the 2011 global enterprises in market value of $150000000000. Its main model Galaxy SII has been named the most outstanding smart phone 2011. （三星电子是三星集团旗下最大的子公司，目前已是全球第二大手机生产商、全球营收最大的电子企业。在2011年的全球企业市值中为1500亿美元。其主打机型Galaxy SII更是被评为2011年最出色的智能手机。）

  15. Marketing Strategy 3.1 Overall Strategy • Mission Statement: We provide our product to people who are practical, attach their importance to the quality of their mobile phone, easy and be willing to try some new things and have medium consumption ability. • Target market: People with the age from 20 to 35, which means they may be university students or white collar. And, they have strong ability to accept new things.

  16. Marketing Strategy • 3.2 Development Strategy • For Nokia Lumia900, we are going to take the network marketing strategy at the beginning. • In the mid-and-long term, we are going to make use of other marketing tools to advertise our product and we will push off a series of products with the same level of price with Lumia 900 but the function will be more user-friendly and more different from other mobile. What’s more, the price of Lumia 900 will fall while a new product launch.

  17. Marketing Strategy 3.3 Position Nokia Lumia900 is a mobile phone has easy to operating system and a better color display. It is durable and user-friendly. The characteristic of it is that it has a beautiful outlook and high performance price ratio.

  18. Marketing Strategy • 3.4 Strategy • Nokia need to develop its advantages to offset its disadvantages. • Avoid confrontations with other competitors in the basic technology. • Meet different consumers’ need. • We will have more time and money to improve our system performance as well as design to meet more needs. • There are more than 20% of the population in China is low-income individual now, this penetration strategy maybe more forceful.

  19. Marketing Mix 非凡系列

  20. Marketing Mix • Distribution channel • mobile franchised store(手机专营店） • chain stores for householdappliances,such as Gome and Suning • 2. Promotion strategy • online • experience marketing • mobile phone itself experience

  21. Marketing Mix Big Idea Contest • Online Web portals Spread through micro blog • Experience • marketing Visual experience Memory experience • Mobile phone • itself experience Game Time Show time

  22. Marketing Mix Big Idea Contest Theme:Nokia window phone 7 Form:collect creative advertise video How: Through the InternetVote for the most creative award, the most beautiful award, the most popular award, awarded Lumia 900 phone. Aim:1.excavate（挖掘） future customs 　　2.Popularize WP7 system’s performance、specialty and amusement as those creative advertisement in the net quickly. 　　3.stimulate(激发）net friends’ creativity

  23. Marketing Mix web portals In 2010,Nokia cooperated with Sohu and Sohu did a good broadcast by it’s door matrix superiority. So now we can still cooperate with Sohu. spread in the the IT、amusement、economic、culture channel What is more, we will invite some specialists who major in mobile phone system evaluate(评估） the window phone 7 system. The aim is to emphasize window phone 7 system’s advance and specialty while comparing with other Android and ios system.

  24. Marketing Mix spread through micro blog People from 18 to 40 are fond of fashion mobile phone users. Nowadays, they mainly seek the information on the net. The SINA’s micro blog owns 30 million users. So we should make good use of it. We set a wp7 blog and start a activity that if net friends attention our blog and transmit our activity’s blog with something around wp7 in a word, we will extract twenty people and give a Lumia 900 as present a time. This activity last a month and every other three days we will extract(抽取） a time.

  25. Marketing Mix Visual experience put shining advertisemts in the bus stations and subway stations the advertisemt mostly highlight the colorful color of the phone's outlook,make the audience appreciate it and want to own it.

  26. Marketing Mix memory experience Theme: My historical Nokia Place: Guangzhou Time: 1.collecting time:around a month and a half 2.whole activity lasting time:around three month

  27. Marketing Mix Aim: 1.advertise Nokia Lumia 900 2. Recall the users’ loyalty Form:collect the oldest nokia cell phone customers owned in the public. While collecting, workers give a sheet to let the participates write down some fundamental information and a matter around his Nokia. We paste some stories on the micro blog.

  28. Marketing Mix How to award:we will according the history of the phone we collected to choose 90 users to award a Lumia 900. Once people participate in the activity, he can buy the Lumia 900 at the price lower 200 Yuan than the marketing price. How to collect :we will choose a collecting place in the ten regions and two cities in Guangzhou. In the collecting time, we hire some part-time students to advertise this activity in the most visiting place in that region on weekends. A week choose two or three regions.

  29. Marketing Mix Game time Nokia can annex(吞并）, purchase or contract calls for（签约） some small and medium-sized game studio to product game software under WP7 system. Let users can feel the great progress of application of WP7 system in software and broad prospects, bought a new mobile phone will have a large number of about entertainment software for use by the user

  30. Marketing Mix Show time Developing a software, which can let the user according to their own interests, to establish their own identity theme. And establishing a theme sharing sites where the user can freely upload or download the theme. At the same time, every month workers elect a most popular downloaded theme, reward smart gifts.

  31. Marketing Mix 3.product stratery 3.1more fashion and smart Although at the outlook is similar to the 800 , the phone becomes bigger but thinner. Lumia 800 900 long 116.5mm 127.8mm wide 61.2mm 68.5mm thick 12.1mm 11.5mm

  32. Marketing Mix 3.product stratery 3.2more colorful color 4.3 inches control screen Corning gorilla Scratch-resistant glass Nokia ClearBlack Display

  33. Marketing Mix 3.product stratery 3.3more apply In order to support LTE 4G better,Lumia 900 adds gyroscope, which make the phone provide better game experience and guide function. Beside, supporting the 4G network, users can download up to 50Mbps,which means users can scan the webpage, play video and conduct video call more smoothly Prepose camera and support video call

  34. Marketing Mix 3.product stratery 3.4 larger battery capacity 1830mAh capacity can support the Lumia 900 play music up to 60 hours. 3.5 Camera front:100W pixel behind:800W pixel

  35. Financial Analysis 5.1 Break-even Analysis（盈亏平衡分析） Nokia has to pay20,000,000 yuan for rent, Marketing expenses, management fees and so as total fixed costs（固定成本）. The variable costs(可变成本), which mainly consist of purchasing costs, is estimated at 1040yuan per phone. If the unit price is set at 2000yuan , the Nokia Lumia900 has to sell 20834 phone. The analysis also shows that the total revenue depends not only on the units sold, but also on the price charged.

  36. Financial Analysis 5.2 Marketing expenses budget（营销预算） Nokia Lumia900 is the third released by Nokia Smartphone equipped with Windows Phone system, so the costs are higher than others. However, in order to return to the Smartphone arena, Nokia Lumia900 pays more attention to Market share（市场占有率） and awareness of brand innovation（品牌创新知名度）. For this strategy the marketing expenses include advertising, displayed at the site, sales training and so on.

  37. 谢谢 T H A N K S

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