LUMIA 920Danielle Algaze Alysa Cambell

Melissa Halpert Nikhil Khare

Jenifer Lubell Phillip Schermer

Will ArneA

LUMIA 920

AGENDA

• History on Nokia Smartphones• Capturing The Big Picture• Problems and Issues• InnovaHve SoluHons• Recharging

LUMIA 920

HISTORY OF NOKIA1865

Nokia began as a paper mill

1979Mobile era began

1912Nokia transformed into a cable and electronic business

1987Nokia adapted GSM (Global System for MobileCommunicaHons)1999

Nokia created mulH tasking mobiles2010Nokia entered the Smartphone Market

November 9, 2012 Nokia launched the Lumia 920

LUMIA 920

Smartphone

HISTORY OF NOKIA• Nokia has connected over

1.3 billion people in the past 150 years

• Nokia celebrated the worlds first internaHonal cellular network in 1981 called Nodic Mobile Telephone Service

• 2012 Nokia and Windows OS joined forces to create Nokia Lumia Smartphones

LUMIA 920

NOKIA’S BIG PICTURE

Business ObjecHve

MarkeHng ObjecHve

Source of Volume

ProductSegment

PriceTarget

PlacePosiHoning

PromoHon

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BUSINESS OBJECTIVEFundamental EnHty

• Nokia Lumia 920

Branding Strategy

• Hybrid

Goal

• “To build on the Windows 8 plaaorm to deliver the most personal smartphone experience.”

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Marke<ng Objec<ve and Source of Volume

• AcquisiHon

MO

• Steal ShareSOV

LUMIA 920

TARGETMeet Jenny• Junior at a Liberal Arts

college• Journalism major• Obsessed with social

networking– 3,000 followers on

TwiAer– 2,500 tagged photos on

Facebook– Documents everything on

InstagramLUMIA 920

SEGMENTATION

Features

• Pureview Camera

Commercial AdverHsing

• MTV, Saturday Night Live, and YouTube

Consumer Behavior

• Staying connected to social media and enjoys capturing every moment by camera

Nokia’s Current 5- ‐Box Posi<oning Statement

When I want a smartphone, I choose Apple or Samsung.

I’ve never heard of Nokia smartphone offerings and know liAle to nothing about them.

Nokia Lumia 920 smartphone has the best camera and the most color opHons available enabling you to express yourself.

Nokia Lumia 920’sbreadth of customizable features makes it the best smartphone for reflecHng who I am.

When I purchase my next smartphone it will be a Nokia Lumia 920.

LUMIA 920

4P’s

Price

PromoHon

Place

Product

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PRODUCT• Nokia Lumia 920• Nokia opHon in the Smartphone market• The dynamic variable has been the Pureview Camera technology• Features

• Wireless Charging• Colorful phone opHons• Gorilla glass touch screen• CompaHble with the use of gloves

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PRICE

• $99.00 with a two year contract

• Cheaper than most compeHtors

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PLACE

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PROMOTION

• Visual Ad campaigns• United States celebriHes– Ke$ha– Will ArneA

LUMIA 920

Problems with Nokia’s current Big Picture

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Problems with Nokia’s Big Picture

Business ObjecHve

MarkeHng ObjecHve

Source of Volume

ProductSegment

PriceTarget

PosiHoningPromoHon

Place

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Revised Marke<ng Objec<ve and SOV

• IntegraHon across all Microsol products• Professional individual• Drop the PureView Camera and colorful

phone

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SEGMENTATION

Business Professionals

Busy and organized

people

Balancing Act

Those who value being

connected with friends, co- ‐

workers and family

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Ideal Business Professional

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Ideal Nokia Family

LUMIA 920

TARGETMeet Phil and Caroline• Happily married couple who

lives in Westchester, NY with their 3 kids

• Phil– Investment Banker– Busy lifestyle– Commutes to work everyday

• Caroline– Interior Decorator– Up early to feed the kids– Answers emails and meets with

clients

LUMIA 920

Revised 5- ‐Box Posi<oning Statement

When I want a smartphone, I choose Apple or Samsung.

I’ve never heard of Nokia smartphone offerings and know liAle to noHng about them.

Nokia Lumia smartphones are new, cool, and have the best features on Windows 8 OS and have features, like Microsol Office and wireless charging.

Nokia Lumia is the most powerful feature rich Windows phone that will help me stay organized.

When I purchase my next smartphone it will be a Nokia Lumia 920.

LUMIA 920

PLACE

LUMIA 920

NOKIA FLAGSHIP STORE

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PROMOTION

• Offer incenHves for enterprises• Keep below compeHtors prices• Offer incenHves for business to buy in bulk• Allow Nokia Lumia 900 customers to break

their contract and upgrade to 920 with no contract terminaHon fee

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PROMOTION

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Professional Celebrity Endorsers

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