nokia
Post on 18-Aug-2015
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Nokia Mobile Phones
(North America)
Brand Development Situation:• Nokia wanted to fully- utilize
CTIA to create an environment that delivers the essence of how mobility has changed our lives… “Life Goes Mobile”.
Insights: • CTIA (#1 industry tradeshow)• 30,000 “powerful” attendees.• Nokia Competitors getting stronger & now
cutting into Nokia’s industry leadership. • Positive 1st interaction with CTIA
Tradeshow attendees is Nokia’s key to success.
Targets: • Buyers (Wireless World)
• Carriers/Operators/Agents
• Hardware & Software Reps.
• Industry Analysts
• Media/Public Relations
Challenges:• Nokia Sr. Mgmt. needed to
buy-in/commit to CTIA 2004 Strategy in a timely manner & support the Events Group with resources required for Nokia to maintain the “look of the leader”.
Solution:• 3 main layers to CTIA booth:1) Outer - Human experience*2) Middle - Product experience3) Inner - Business experience
Human experience* (Attendee’s 1st Nokia interaction) - vignettes focused on how Nokia connects people to their passions:
- “At Home” - “Personal Time”- “At Work” - “Stay Connected”- “At Play” - “At Travel”
Objectives:
• Sustain and enhance trust in Nokia as the world’s number one (#1) Mobility Brand.
• Focus on Products + Services.• Refine Measurement process.• Win CTIA Best of Show award.• Secure Tradeshow Week cover/
feature story, following CTIA.
Marketing Services Situation:• Nokia Branded & Product-
specific merchandise was primarily sold via a catalog and shipped from 3 different manufacturing/distribution centers, which was not very effective and/or efficient.
Insights: • Nokia Employees & Trade liked
traditional catalogs.• Vendor/Partners resistant to change &
investment.• 1-day shipping too often.• Nokia’s Account Teams needed a new
“everyday low pricing” model.
Targets: • Nokia Employees
• Trade Customers (all)
• Consumers (end-user)
Challenges:• Nokia fulfillment had to be
reorganized and long-time vendor/partners needed to accept change & invest in online technology or risk losing Nokia’s business.
Solution:
• “Connecting Nokia” d/b/a www.ConnectingNokia.com was awarded to a single Nokia vendor/partner and became the catalog website for all Nokia & Product-specific support merchandise.
- Collateral Materials- POS/Merchandising- Promotional ProductsObjectives:
• Promote online shopping & begin phasing-out Nokia catalogs.
• Consolidate fulfillment from 3 to1 distribution centers & reduce Nokia’s shipping expenses.
• Lower the cost of goods sold, especially on Nokia Product-
specific Launch merchandise.
Product Launch MarketingSituation:• Carrier Call Centers
experiencing steady increases in volume of customer service calls, due to more questions regarding Nokia phones.
Insights: • Carriers (ie. AT&T) own Customer
Relationship Management, not Nokia.• No Nokia competitors have an
internet-based mobile phone tutorial.• Nokia’s “ease of use” credibility, now
at risk.
Targets: • Call Centers (ie. AT&T)
• Customer Care (Nokia)
• Sales & Service Reps
• Consumers (end-user)
Challenges:• AT&T (# 1 Carrier) hard-
pressing Nokia to solve growing problem or pay for AT&T Call Centers’ incremental expenses.
Solution:
• www.NokiaHowTo.com
Internet-based, Interactive, Nokia Owners Manual for all Nokia Mobile Phones sold in the Americas.
Easily accessed by any web browser, at any connection speed, anywhere, anytime.
Won 2000-2001 Award of Excellence from Lone Star Chapter of the Society for Technical Communication.
Objectives:
• Develop cost-effective, AT&T solution, asap.
• Launch industry’s 1st internet-based tutorial.
• Leverage NokiaUSA.com web traffic to help support Brand Loyalty, through better understanding of Nokia phone’s features.
Strategic Field MarketingSituation:• AT&T (USA’s 1st Nationwide
Carrier) needed to push a massive consumer migration from analog to digital mobile phones, in order to continue providing wireless services, both effectively & efficiently.
Insights: • Consumers hated roaming & long
distance charges, and wanted a flat rate plan.
• Business-users traveled & preferred AT&T Wireless.
• Nokia 6100 was the 1st USA mobile phone that would meet AT&T’s expectations.
• AT&T could combine a specific model to promote the dominant rate plan.
Targets: • AT&T Customers/end-users
• Business-users/Airports
• AT&T Personal Network
• Nationwide Consumers
Challenges:• AT&T (#1 Carrier) was pushing
for exclusivity of Nokia 6100 & Nokia Co-Branding Support, and both Motorola & Ericsson were now trying to duplicate Nokia’s
Strategic Field Marketing efforts.
Solution:
• AT&T Digital One Rate:
600 Minutes @ $89.99/mo.1,000 Minutes @ $119.99/mo.1,400 Minutes @ $149.99/mo.
“Fifty States, One Rate…Let Freedom Ring” Promo.
- No Roaming Charges- No Long Distance Fees
Objectives:
• Americanize the Nokia Brand (Nokia 6160 USA flag phone).
• Solidify AT&T Relationship (Nokia is AT&T’s #1 Partner).
• Nationwide AT&T Promotion & all points of impact (USA).
• Trial & Sampling of the new Nokia 6100 @ major airports.
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