Advertising and prom

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I made this presentation as part of my Advertising and Promotion module at university. It was my role to act as Nokia seeking the help of an advertising agency to come up with a campaign to help re-launch one of Nokias handsets.

Transcript of Advertising and prom

  • 1. 1865 The Beginning 1968 The move to Tele-Communication 1992 Strategically repositioned to Business Communications 2002 The launch of the first 3G phone 2011 - Nokia today
  • 2. Nokia net value is 36.7 million (Nokia, 2011)compared to Samsungs 6.6 billion(Samsung, 2011) Market shareMobile Communication Vs. Smartphone 9% 4% 31% Nokia 6% Samsung Sony Ericsson 6% Apple LG 8% Blackberry Motorola Others 15% Source: 21% Mintel, 2011
  • 3. Smartphone industry is still in its growth stages Projected Life cycle Nokia is currently at its growth / maturity stage as its rapidly loosing market shareIntroduction Growth Maturity Decline
  • 4. Political EconomicalLicensing of technology Recession PDI has slightly increased (Mintel, 2010) Socio-cultural TechnologicalStrong brand penetration The integration of Microsoft(Mintel, 2011) into the Nokia handsetsTechnology savvy mobile Advent of 4G
  • 5. Strength Weaknesses Brand power Lack of styling Global market Cost cuts Market share Weak transfer into smartphone market Threats Opportunities Popularity of other smartphonesInnovations into 4G market Late in the game Partnership with Microsoft 18% slump in shares Source: Mintel, 2011
  • 6. From From519.00 Galaxy S2 Nokia N8 419.95 Source: Carphonewarehouse, 2011
  • 7. Mobile devices Tech.Networks Technology Brazil, China, Finland, GB, China Finland Hungary, India, Mexico, R Germany omania, South Korea India Penetration into 50 countries worldwide
  • 8. ATL (Picktion & TV Radio Outdoor cinema postersBroderick 2005)NokiaSamsung Through the Line BTL (Picktion & PR WOM E-WOM E-Marketing sponsorship Broderick 2005) Nokia Samsung
  • 9. Samsung Galaxy 2 (TV Advert) Nokia N8 (TV Advert)
  • 10. A product which caters to individual needs Price and features of the phone High bargaining power
  • 11. Targeting Positioning Mainstreamers Trust / Loyalty Aspirers Brand power Succeeders Segmentation Geographical Demographical Psychographical Behavioural
  • 12. Source: Mintel, 2011
  • 13. Increase awareness of the Nokia N8 handset Refresh and create a lasting impression in the minds of existing and potential buyers Reposition Nokia as a more cool stylish and fun brand as well as trusted Increase sales figures from -0.7% (Mintell, 2011) to 0.5%
  • 14. The improved campaign will run across 6 months starting from late November 2011 in time for Christmas Budget = 5 Million with a 2% extension if needed Agency fee = 7% with 3% bonus if the campaign is successful
  • 15. Lets get Connecting! Feel free to ask any questions?
  • 16. Carphone Warehouse, 2011. Carphone Warehouse. [Online] Available at:http://www.carphonewarehouse.com [Accessed 29 October 2011]Mintel, 2011. Companies and Products. [Online] Available at: http://0-academic.mintel.com.lispac.lsbu.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=545199/display/id=563179?select_section=563180 [Accessed 29 October 2011]Mintel, 2011. Mobile Phones and Network Providers - UK - January 2011. [Online] Available at:http://0-academic.mintel.com.lispac.lsbu.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=545199/display/id=563172/display/id=563181#atom3 [Accessed 29 October 2011]Nokia, 2011. Story of Nokia. [Online] Available at: http://www.nokia.com/about-nokia/company/story-of-nokia [Accessed 29 October 2011] Samsung, 2011. Samsung Electronics Announces Fourth Quarter & FY 2010 Results. [Online] Availableat:http://www.samsung.com/us/aboutsamsung/ir/financialinformation/earningsrelease/downloads/2010/20104Q_Earnings_Announcement.pdf[Accessed 29 October 2011]