Published on March 5, 2014
Summary Part 1 Part I – Care service market II – Strategy III – Recommendation IV – Planning V – Budget 2 I – Russian market II – Strategy III – Planning IV – Budget V – Measures 2
/ – Care service market A. Nokia Care consumer attitudes & experiences Nokia brand à International phone brand = Biggest success 3310 à Known for its : Sturdiness Innovation sense Functional and effective applications à Famous motto: Connecting people à Celebrate the difference of each person à Design product that can adapt to every people’s needs. 3
Experiences towards Nokia Care Positive Negative à Confusion on the postpurchase service à The post-purchase service like the repair service is very long à A lot of investments in research and development department to propose innovation à A lot of people had problems after a repair on their phone à It’s a brand that people like to talk about à Different models have the same problems à People can’t negotiate with the repair staff, people have to trust their expertise 4
Insights § People can’t live without their phone anymore. They need a fast and efficient repair service. § It’s always difficult to join the repair service. § They are looking for listening and attention. 5
B. Nokia Care service and competitors 6
C. Long-term challenges § Increase market shares § Gain new customers § Keep the position in the mobile trio, siding Apple and Samsung § Design long-lasting service = be distinguished from the competitors 7
D. Problem How can Nokia create a distinctive and attractive International Care offer and an extended warranty (Russia) whereas the company is facing powerful competitors and consumers insights are different in each country? 8
// - Strategy A. Targets and objectives Main group target: Nokia phone users, in-warranty and out-of-warranty Objectives: - Inform about the new care offer - encourage subscription - Increase in-store and online traffic - Develop loyalty - Create WOM process – community 9
// - Strategy A. Targets and objectives Secondary group target: Professional Nokia Users Objectives: - Inform about the new care offer - Attribute distinctive qualities to the Nokia Care offer - Transmit confidence and security values 10
// - Strategy A. Targets and objectives Influencer group target: - - - - - Nokia international employees, Press, Opinion leaders, Bloggers, Influencers in the telco and communication markets. Objectives: - Inform about the specificity of the program - Encourage to promote the Nokia Care offer - Increase visibility of the digital and in-store plan 11
B. Nokia Care Positioning Concept: Flexible and Customisable offer. 12
B. Nokia Care Positioning Positioning: Nokia, an online and in-store, customisable service that brings collective solutions. 13
B. Nokia Care Positioning Promise: Nokia Care, the choice of a customisable service. 14
/// - Recommendation A. Nokia Care offering Design a flexible offer for every user: Star Planet Comet Universe 15
1.1. Star Offer Online registration: - Personal account - 5 Go storage - Data synchronisation via Nokia Care app Warranty: Nominative 2 years warranty 6 months 3 months Charger, desk stand, battery, cover Handset, cable, softwares Repair: - Phone repaired in your country - A loan phone provided when repair exceeds 3 weeks - Repair process information online 16
1.1. Star Offer Service: - 2 hours with a personal expert, personal piece of advice Extra: - For 2€ more, a co-branded Starbucks application uploaded on your device. Order and pay with your phone. Price : 100 € 20€ discount given at the end of the contract to buy a new phone. 17
1.2. Comet Offer Online registration: - 25 Go storage Warranty: - 3 years warranty Specific Damages: Theft, loss, water damage, food or chemical damage, dropping damage 1 clause 3 years OR 18 2 clauses 3 repairs
1.2. Comet Offer Continental warranty Accessories warranty: charger, desk stand, battery, cover 2 changes 1 item OR 1 change 2 items Other accessories warranty: headset, cable, softwares 6 months warranty OR 19 1 new item
1.2. Comet Offer Repair period: - If it exceeds 2 weeks Loan phone OR Same or higher quality - - No phone 1 week repair Notified by e-mail when Nokia receives the phone Online follow-up of the repair process Warranty transfer: - Nokia users can sell or give their warranty when they sell their phone - Change owner information of the Personal account OR - If you buy a new phone, a ratio of your warranty will be transferred on the new phone 20
1.2. Comet Offer Service: - No limit of time with a personal expert, personal piece of advice - No appointment required Extra: - For 2€ more, a co-branded Starbucks application uploaded on your device. Order and pay with your phone. Price : 200 € 30€ discount given at the end of the contract to buy a new phone. 21
1.3. Planet Offer Online registration: - 50 Go storage Warranty: - 4 years warranty Specific Damages: Theft, loss, water damage, food or chemical damage, dropping damage 1 clause 4 years OR 22 2 clauses 4 repairs
1.3. Planet Offer International warranty Accessories warranty: charger, desk stand, battery, cover 18 months warranty OR 1 items 3 changes Other accessories warranty: headset, cable, softwares 1 year warranty OR 23 2 new items
1.3. Planet Offer Repair period: - 1st day of repair period, you’ll benefit from: Loan phone Same or higher quality + DATA TRANSFERRED - - OR No phone 5 days repair Notified by e-mail when Nokia receives the phone Online follow-up of the repair process Warranty transfer: - Contact the Nokia Centre, give the name of the new owner Refund based on a ratio of your warranty use OR 24 If a new phone is bought, warranty is transferred
1.3. Planet Offer Service: - You can come to any Nokia Centre (worldwide), and have a personal meeting - No appointment required. - Starbucks application is free and automatically installed - Access to former Nokia games like Snake, Space Invader, Brick-breaker. Price : 300€ 50€ discount given at the end of the contract to buy a new phone. 25
1.4. Universe Offer Only concerns Professional users - No limit of duration as it’s a monthly subscription = 30€ per month, +5€ for international service - When a phone needs to be repaired, the owner can send it to the repair service or go to a Nokia Centre OR - Call the hotline to ask for a carrier to come to his office (additional costs) 26
1.4. Universe Offer Only concerns Professional users - All damages are covered in a limit of 1 repair per month, and 1 change per year. - The repair cost shouldn’t exceed the price of the phone. - A phone is automatically loaned with data transferred. Personal account: - 150 Go storage - Data are fully secured and synchronised Service: Conferences can be organised on demand A package of professional apps can be installed on phone like: 27
B. Online 1. Nokia Care Website SEO SEM WEB Responsive Back links Like Box 28
B. Online 2. Nokia Care App Tips & tricks Support Scan analysis Contact 29
B. Online 3. Facebook // Twitter 30
C. Nokia Care In-store 31 Global advice
C. Nokia Care In-store 32 Outfit
In-store Sync Battery charge Log in Expert 33
D. Online communication E-mail campaign: - Nokia database - Hyper-customised - Information on the new offer - Special discount (-25%) if they choose to subscribe via the e-mail SEM: - Google Adwords for countries in which it’s the 1st search engine - Alternative search engines Banners: - 1 banner per website - 10 most important websites per country Social networks: - A presentation video displayed on Youtube, Nokia website, NokiaCare website - Social media used to provide information - Ambassadors will be rewarded for review and promotion 35
E. In-store communication Launch of the new Care offer: - Premiere organised in the biggest Nokia Care Centre, in capital cities, - Presentation with video - Influencers and press members invited - Information displayed on Facebook and Twitter - Goodies PR: - Press releases and USB keys 36
/V- Planning JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Direct marke+ng SEM Banners Video presenta+on Press Nokia Care In-‐Store Facebook Twi@er Website 37
V - Budget 10% 15% SEM 5% Banners 5% 10% Direct markeMng PresentaMon video SynchronisaMon and baUery terminal 10% 5% 5% Lounge area Premiere invitaMon Goodies Leaﬂets 35% 38
Russian Extended warranty 39
/- Russian market A. Mobile market - Largest country in the world, 83 states - People are mainly gathered in the Western part 4 major operators : - Turnover : $46 billions - Strong investments in 3G and 4G-lite technologies in Russia - Mobile subscriptions are expensive = approximately 100$ per month - 98% of Russian people use prepaid cards for their mobile - 100’000 terminals available to charge phones - Mobile payment is very popular 40
B. Nokia position Nokia presence - - - - 3 smartphones in the Top 5 “Best sales” Market shares = -17% Closed 43 stores Only sold by retailers Nokia Communication - Street marketing operations - Viral videos - POS marketing 41
C. Use of new media - 1st user of social media - 74,5% of the Russian population - Spend 9.8 hours per month on social media 23.4 millions active users 18.9 millions active users 16.5 millions active users Search Engine - Yandex = 62.7% of the search engines market shares - Google = 36% 42
D. Insights Customers: - Impulsive, driven by emotions - Price is often secondary - Sensitive to discount - Like personal contact, direct marketing - Need to be pampered Purchase process: - Russians pay attention to blogs and online reviews - Like premium products and customised offers Mobile phone market: - For 100 people in Russia, there are 179,3 mobile phone subscriptions - 1.5 Million Russians have 3 mobile phones - 26% of the consumers use 2 phones - Poor quality of the post-purchase service 43
//- Strategy A. Extended Warranty offer Nokia Extended Warranty : - The warranty is extended to 24 months - Limited warranty + extended warranty = 3 years protection The extended warranty covers: - Manufacturer’s failure - Softwares and hardwares - Battery, in a limit of 3 changes in 2 years - Accessories, in a limit of 1 change per year. Speciﬁc op+on concerning weather condi+ons : - Cold implies more component damages - Worn state components covered, in a limit of 3 repairs per year 44
A. Extended Warranty offer Accidental damages : - Theft, - Loss, - Droppings, - Water damages, - Screen breaks. 1 clause 2 years OR 2 clauses 3 repairs Warranty transfer: Refund based on a ratio of your warranty use OR 45 If a new phone is bought, warranty is transferred
A. Extended Warranty offer Subscrip+on condi+ons: - Online or in-store - Anytime before the end of the limited warranty - A 10% discount, if the extended warranty is bought with the phone - If no subscription is made on the 1st day, customer will receive a SMS, one week before the end of the contract, to remind him that he can still apply - A 50% discount on the second extended warranty (2 phones) Nokia Care Home (technical support): - Geographical issue - Hotline with a personal expert, and mail. - Creation of a movable mobile expert team, in charge of collecting phones - Bring a new loan phone, with transferred data - While repair period, the personal expert calls the customer to provide information. 46
B. Communication online E-mail campaign: - Nokia database - Hyper-customised - Special discount (-25%) if they choose to subscribe via e-mail SEM and Banners: - Adwords campaign on Yandex - Banners : 2 weeks per website, and the support is changed every 2 weeks - 10 most important websites 1. 2. 3. 4. 5. yandex.ru : Russian Search Engine vk.com : Vkontakte (Russian Facebook) Google.com Google.ru, via sponsorized links, SEM Mail.ru 6. Youtube.com, 7. Odnoklassniki.ru 8. Facebook 9. Live internet.ru 10. Livejournal.com Social networks: - A presentation video broadcasted on Youtube, Nokia website, NokiaCare website - Social media used to provide information, VK.com, odnoklassniki.ru and Twitter - Ambassadors will be rewarded for review and promotion 47
C. POS Campaign Packs - 2 packs for retailers : • Basic pack : POS advertising : 300€ (given for free to Eastern retailers) Leaflets Goodies (pens, beanies...) Ground stickers Posters • Advanced pack : POS advertising : 500€ Synchronisation & loading terminal Advertising wall lamp (Nokia’s logo Leaflets Goodies (pens, USB keys, beanies, key rings) Ground stickers Posters 48
C. POS Campaign Nokia retailer Tour - - Tour: Western retailers, by customised utility vehicle Salespersons will inform team of the new Extended Warranty and make an in-store activity during their trip. EVENT - - - Digital interactive floor made of QR-codes Moscow and Saint Petersburg, one day per city Win a trip, discounts on the Extended Warranty, a Nokia phone or goodies 49
///- Planning PLANNING 2014 -‐ NOKIA CARE RUSSIA JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Direct E-‐mailing Ambassadors and bloggers Banners Extended warranty video POS Campaign Nokia retailer Tour Event Facebook Twi@er Website 50
/V- Budget 10% 10% SEM 10% E-‐mailling 20% Banners A presentaMon video Goodies POS 20% 5% SynchronisaMon and baUerie terminal Nokia's cars 5% 10% Event 10% 51
V- Measures Both campaigns should be measured. Return on Investment Return on Inﬂuence Should measure : - Attitude and intentions - Interaction rate - Commitment - Talk rate - Affinity rate - Loyalty 52
THANKS NOKIA 53
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