Toon Hoi Theng 1001128790 Aditya Pratama Putra 1001129192 Lau Meow Yean 1001130096 Jacqueline Sornia Lourdes Paul Xavier 1001130269 Chong Seakny 1001334694
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
Perception Mapping Brand Value Nokia Lumia 1020 Samsung Galaxy S4 Apple iPhone Low Price High Price Sony Xperia Nokia Lumia 1020 Product Value
SWOT Analysis Streng ngths ths Weaknes ess 1.C .Cell ph ll phones h have be become 1.P .Pric rice is is expensiv ive the c the came mera of of choi hoice f for or 2.P .Poor ba r battery lif life pe people ple 3. 3.No Non-rem emovable b e batter ery 2.U .Using t the la latest ope pera rating s system W Win indo dows Phon hone 8 8 3.U .Upda pdated s d spe pecif ific ications Opportunities Threats 1.Upgrade the accessibility 1.The market is quite and connectivity to the cluttered with very strong social media global brand players 2.Reset the price of Nokia 2.Consumers unwilling to Lumia 1020 try the product due to 3.Advertise the product being influenced by the through different series of others integrated marketing 3.Design of new communication preferences is too playful
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
Target Audience Young adult aged 18 – 30 People who love camera first above other mobile phone gadgets Modern, youthful, tech savvy and high expectations Thinkers and survivors
Consumers Consumers unwilling to are try Windows attracted to phone and the new lost trust Nokia Lumia towards 1020 Nokia Realistic Ideal (Current Situation) (Hopeful Situation)
Objectives To increase sales of Nokia Lumia 1020. (Marketing) To create the needs for the consumers of using Nokia Lumia 1020. (Public Relations) To increase the brand awareness of Nokia Lumia 1020. (Branding) To reach 60% of the target audience. (Advertising)
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
Product
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
Press Agentry ◦ Gadget Magazine ◦ Television ◦ Radio ◦ Newspaper ◦ Youtube Vlogers (Video Bloggers) ◦ Gadget Bloggers Social Media ◦ Facebook ◦ Twitter ◦ Instagram
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.
Brand Value Nokia Lumia 1020 Samsung Galaxy S4 Apple iPhone Low Price High Price Sony Xperia Nokia Lumia 1020 Product Value
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
Advertising is all about reaching to the mass audience in large. Advertising is kept straightforward to the point and it is brief. - 41 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
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
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