Nokia lumia900Nokia lumia900

Marketing

planning r

eport

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

outdoors

TV

TV

outdoors

1.1 Introduction of Nokia

Establish: 1865Headquarters: Finland EspooBusiness form: C CorporationBusiness scope: Consumer electronics,mobile communications, the Internet Main product: Mobile phoneAnnual turnover: 38.659 billion euros (2011)

1.2 The cell phone market overview

Trends（趋势） Driven by rapid migration from 3G networks, 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.

1.3 Marketing objectives

Product: Nokia Lumia900Lumia900 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 unitsthe second year sales: 3 million units

1.4 Financial goals (Revenue)

The first yearunits 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)

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.

T

1.Microsoft give the first-issue-right ( 首发权 )of the WP8 mobile phone to Samsung.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.

O1.The market of smart phone

in China is very great.2.Nokia’s products occupy an

important position in Chinese mobile phone bestseller list.

WS1. 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.

2.1 SWOT Analysis

We can easily find that Nokia's biggest competitor is……

2.2 Competitive 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。 )

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。）

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.

3.1 Overall 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.

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.

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.

1. Distribution channel • mobile franchised store( 手机专营店）• chain stores for household appliances,s

uch as Gome and Suning

2. Promotion strategy • online • experience marketing

• mobile phone itself experience

• Online Web portals

Big Idea Contest

Spread through micro blog

• Experience

marketing

Visual experience

Memory experience

• Mobile phone

itself experience

Game Time

Show time

Big Idea ContestTheme: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

　　 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.

web portals

　　 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.

spread through micro blog

　　 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.

　 Theme: My historical Nokia

Place: Guangzhou

Time:

1.collecting time:around a month and a half

2.whole activity lasting time:around three month

memory experience

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.

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.

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

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.

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

long116.5mm 127.8mm

wide 61.2mm 68.5mm

thick 12.1mm 11.5mm

3.product stratery

3.2more colorful color

4.3 inches control screen

Corning gorilla Scratch-resistant glass

Nokia ClearBlack Display

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

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

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.

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.