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Nokia Convergence Strategy
THAWBAN BAIG
Why is this important?
Because great brands help grow gross margin…
ASP
Volume
MarketPressure
…while building long term brand equity.
?
…and while we are all the same …we have
different needs
Company Confidential
15 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
“I expect the new global consumer segmentation model to re-install our reputation as having the best consumer understanding in the industry”
Olli-Pekka Kallasvuo – August 2005
Nokia’s Consumer Segmentation is of key strategic importance
Global segmentation• Continuously refreshable
research
• 10 billion data points
• 77,000 Consumers x 1.5 hour interview
• 21 countries
• 122 questions
• Understanding of: Values, Beliefs, Attitudes, Lifestyle
Company Confidential
18 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Nokia Consumer Segmentation: a two dimensional space - the Axis
Rational Aspirational
High Involvement
Low Involvement
Company Confidential
19 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Vertical Axis – based on behavior High
Involvement
Low Involvement
How do consumers actually behave?
• Replace phone every 6 months• Tend to pay higher price for mobile• Tend to buy from well known brands• More design driven purchasing behavior
Company Confidential
20 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Horizontal Axis – based on attitude
Rational Aspirational
What do consumers want ?
I use my Mobile Phone as a fashion accessory
I would prefer a mobile phone that is great looking rather than having the latest features
I would be willing to own different Mobile Phone in different situations
I am embarrassed if my Mobile Phone looks outdated
I would like to keep up to date with the latest fashion trends
Company Confidential
21 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Key Attitudes: the quadrants
Rational Aspirational
High Involvement
Low Involvement
Mobile Phone as empowerment tool
Mobile Phone trend leaders
Mobile Phone trend followers
Mobile Phone only when necessary
Company Confidential
22 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Italian Segmentation Model
Young Explorers (10.3%)
Technology Stylists (5.2%)
Style Leaders (5.3%)
Style Followers (6.3%)Family Providers (12.5%)
Life Jugglers (6.3%)
Pragmatic Leaders (3.4%)
Life Builders (8.9%)
Image Seekers (0.0%)
HIGHERINVOLVEMEN
T
Simplicity Seekers (34.3%)
Mature Acceptors (5.6%)
Technology Leaders (3.4%)
LOWERINVOLVEMEN
T
RATIONAL ASPIRATIONAL
(non-existent in Europe)
Key consumer need around modernity the latest and best– technology is a key driver.
Key consumer need around style / fashion. Design conscious consumers. Require well designed stylish products
More mainstream segments, but tend to be younger in demographics. Slower technology adoptionMore rational
attitudes. Key consumer need is the device as a tool for empowerment
Less involved with mobile telephony and consumer need is around a basic communication device
Company Confidential
23 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Global Segment SizesItaly
Wave 1
Italy
Wave 2
Young Explorers (7.9%) 6.9%10.3
%
Technology Leaders (6.1%)
3.6% 3.4%
Technology Stylists (6.4%)
1.1% 5.2%
Style Leaders (10.6%) 4.5% 5.3%
Image Seekers (7.2%) NE NE
Style Followers (6.3%) 6.7% 4.8%
Family Providers (10.3%)
21.6%
12.5%
Simplicity Seekers (13%)
28.1%
34.3%
Mature Acceptors (7.6%)
1.9% 5.6%
Life Jugglers (3.8%) 7.1% 6.3%
Pragmatic Leaders (7.1%)
6% 3.4%
Life Builders (13.9%)12.4
%8.9%
Italy Re-Fresh Segmentation Map
Young Explorers
Technology Leaders
Technology Stylists
Style Leaders
Style FollowersFamily ProvidersSimplicity Seekers
Mature Acceptors
Life Jugglers
Pragmatic Leaders
Life Builders
Image Seekers
SI = Statistically Insignificant NE = Non Existent
Globally, 11.1% of market has moved
onto or above horizontal involvement axis (= most segments
above axis have grown)
Four categories to help people navigate
Young Explorers (7.9%)
Technology Stylists (6.4%)
Style Leaders (10.6%)
Style Followers (6.3%)Family Providers (10.3%)
Life Jugglers (3.8%)
Pragmatic Leaders (7.1%)
Life Builders (13.9%)
Image Seekers (7.2%)
Simplicity Seekers (13%)
Mature Acceptors (7.6%)
Technology Leaders (6.1%)
RATIONAL
ASPIRATIONAL
Smart and collaborative business solutions
AchieveNokia Eseries
Achieving together
LiveDesign and style leadership
Inspiring the sensesConnec
t Essence of Nokia through balance of style and proven benefits
Connecting simply
Innovation and technology leadership
ExploreNokia Nseries
Sharing discoveries
Improve marketing yield
Sharing DiscoveriesAchieving Together
Connecting Simply
Nokia connects people through very human technology to help them feel
close
We believe life is better
when shared
We believe everyone
achieves more when
working together
We believe experiences are more valuable
when shared
WHATWe
Believe
WHATWe
Promise
…expressed through Nokia Connecting People
EXPLORE
Connect
ACHIEVECONNECTLIVE
We believe people need
inspiration to bond even deeper
Inspiring Senses
…expressed through Nokia Connecting People
1 Nokia brand4 Categories2 Sub-brands
With distinct tonalities, not multiple personalities.
What this means for us•Sustainable industry leadership
•Optimal product portfolio offering per category
•Improved marketing yeald
by in-depth understanding of consumer needs per segment
Company Confidential
28 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Thank you