Nokia lumia Internet Marketing Plan | Social Media Analysis | A Case Study & Business Proposal

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© Imapro.in

CREATED BY:GAURAV AGARWAL

TWITTER HANDLE:@GAURAVAGARWALS

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INTRODUCTION

OBJECTIVES

RESEARCH & ANALYSIS

SOCIAL MEDIA OPTIMIZATION

WEB MONITORING{ORM}

SEARCH ENGINE OPTIMIZATION

PPC AND DISPLAY AD MANAGEMENT

EMAIL MARKETING

WHY US

Nokia Lumia : Online Marketing Plan © Imapro.in

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Nokia Lumia : Online Marketing Plan © Imapro.inIntroduction

The Lumia series is a line of smartphones and tablet computers designed and marketed by Nokia.Introduced in November 2011, the line was the result of a long-term partnership between Nokia andMicrosoft—as such, all Lumia smartphones run the Windows Phone operating system, aiming tocompete against the iPhone and Android-based devices.

From 1988 to 2012, Nokia was the largest vendor of mobile phones in the world, which includedearly smartphones built on its Symbian platform. However, in recent years, its market share declinedas a result of the growing use of touchscreen smartphones from other vendors, such as Apple'siPhone line and Android-based products. In 2010, its market share had declined to 28%, and in April2012, Samsung Electronics (a prominent user of Android) ultimately overtook Nokia as the largestmobile phone vendor in the world.

Currently Nokia hold approx 5% share in Indian Mobile Markets and it aims to increase its share andregain its lost popularity via its Lumia Series.

This Proposal is a crusade to channelize Lumia's branding efforts via Digital Marketing. Proposalwill outline strategies on various Internet Marketing channels including companies officialwebsite, Search Engine Optimization, Social Media Optimization, Affiliate network, PartnereCommerce Websites, Technology forums and Related Blogs, A 360° approach to increase Lumia'suser base via Online Marketing with a laser focused Content Strategy.

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Nokia Lumia : Online Marketing Plan © Imapro.inObjectives

Nokia’s mission is simple: Connecting People. Our goal is to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. Our challenge is to achieve this in an increasingly dynamic and competitive environment.”

Nokia’s mission seems focused on building its brand worldwide; it looks like Nokia would like to achieve regain its credibility and position as a market leader. The mission statement is recognizing the competitive environment that Nokia faces now. Nokia is lacking the positioning and the brand identity of its competitors.

We have to attain these goals via Online Marketing:

Create Nokia Brand Presence via Online Marketing

Increase Lumia Fan base

Increase its sales and subsequently market share.

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Research & Analysis Nokia Lumia : Online Marketing Plan © Imapro.in

RESEARCH & ANALYSIS

PORTER’S FIVE FORCES

SWOT ANALYSIS

KEY STATISTICS

ILLATION

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Nokia Lumia : Online Marketing Plan © Imapro.inResearch & Analysis

Threat of substitute products:

There is no absolute threat in this force as Smartphone is a console of many devices in

one, no one product that can substitute it as a whole. But it is changing its form quickly.

Watch phones & Phablets are showing bright signs with increasing no's in sales.

Threat of established rivals:

The biggest threat from existing contenders i.e. Samsung (26%), Micromax (22%), Karbonn

(13%), moreover the threat is also because of the operating system i.e. Android. Android

leads the Indian market share by 91% and all the above 3 rival companies are using

Android.

Threat of new entrants:

It is one of the major threats, consider Karbonn a new entrant incepted in 2009, first

company to launch dual sim mobiles. They captured 13% market share in Indian Mobile

industry in just span of 4 yrs. (More than double of what Lumia presently owns @ 5%)

Threat of buyers and Suppliers :

This Threat is strong. Consumer is king in information age and since rivals have outgrown

winning major market share, Excellent customer service is a diehard need. Threat of Supplier is not so vivid currently as Nokia is

established as a strong brand and competition among suppliers cutthroat.

Porter’s Five Forces

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Strengths:

One of Nokia’s main strengths is in its brand. Before the mobile phone

market was sidelined due to changing market trends, Nokia has been one of the most respected and well-known

companies in the mobile phone market. Their products are associated

with distinct design, accountability and sturdiness. The company has headed

the sales in mobile phone market since 1998 until the last couple of years

(“Samsung overtakes

Weakness:

Nokia is having difficulties catching up with changing customer trends; it is

lagging with innovative products. The main evidence for this is the inability of

the company to meet market trends after IPhone & Android release, and the failure of its Symbian platform.

Nokia plays the role of phone manufacturer so Internet, software and services are not its strengths.

However this weakness is now offset by the Partnership with Microsoft.

Opportunity:

The main opportunity for Nokia is in its partnership with Microsoft. Nokia is

one of the first companies to provide Windows phone, it could use this as competitive advantage, and develop

new and innovative products. Samsung and HTC have also released Windows Phone 8 models after the first Lumia

Smartphones were introduced in India However Nokia by now has released 14 models in Lumia and owns 90% shares

in Windows based mobiles.

Threat:

Nokia is facing a huge competition in the Smartphone market from

Samsung, Micromax and Karbonn. In the high end costly mobile

segment the company is facing Apple’s IPhone and Samsung

Galaxy Series. In operating system profound threat is from Android. Rest all major threats are covered in

Porters 5 forces.

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Nokia has wasted a lot of time and wasn’t able to cope-up withSmartphone industry. We all are now aware of Nokia’s grievousmistakes and have to cultivate a scheme to regain its position, the above analysis will help us to define our Online MarketingContent strategy.

Key Statistics to Keep an Eye on:

•Indian Population : 1244.9 Million•Mobile Subscribers: 87,60,33,326 as of 13/08/2013 . i.e. total of 876 Million. i.e. 70.37%•Gsm rules with 793.69 Million•Estimated 67 million Smartphone subscribers in 2013•Android Market share in India: 91%•Windows market share: 5.4%•Apple : 2.3%•Black Berry: 1.1 million•Nokia currently is 4th largest Smartphone vendor in India with 5% share•Nokia lost 40% of their revenue in mobile phones in Q2 2013•Multimedia phones, roughly 10 per cent of the total market.

*Data Has been collected from Trai.gov.in and other Online Resources

8%10%

82%

Mobile Phone Categories

Smart Phones Multimedia Phones Featured Phones

91%

6%

2%1%

Mobile Operating System

Android Windows Mobile Apple Rest

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Internet Subscribers

Total Internet Subscribers in India: Mar 13 is 164.81 million

Broad Band fixed line: 15.05 million

Internet Access through wireless phones: 143.20 million

*Source: (trai.gov.in)

9%

87%

4%

Total Internet Reach Via Various Modes

Broad Band Fixed Line Wireless Phones others

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*By asserting above statistics lets elucidate the currentmarket and ascertain our content strategy.

Its clear that Nokia lost its market share because ofsmartphone inception but smart phones consist of just 8%of total Indian subscriber base. Multimedia and featuredphones still have 92% market share in India. Nokiadominated featured and multimedia mobile sector till 2012.Micro factors why Nokia lost its market share in featured &Multimedia phones is beyond the scope of this plan.

We have evaluated the threats, assessed the target markets, Now

we have to create a rock solid Content Strategy which will harness

the exponent of Internet channels to accomplish our desired

goals. To embark on the same lets evaluate what Nokia is doing

currently, i.e. we will analyze its current stage of SOCIAL MEDIA

and Online Marketing Strategy.

Android44% @

60.97 M

I phone2% @ 3.29

M

Featured & Multimedia

Phones54% @ 76.2

M Using wireless Internet

Evaluated Target Market Segments for Lumia

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Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in

SOCIAL MEDIA OPTIMIZATION

FACEBOOK (COMPETITIVE ANALYSIS)

TWITTER (COMPETITIVE ANALYSIS)

YOUTUBE

GOOGLE+

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Nokia Lumia : Online Marketing Plan © Imapro.inSocial Media Optimization

https://www.facebook.com/NokiaIndia

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Key Point Indicators in competitive analysis of Nokia vs. Samsung on Facebook

Absolute change in fans (30 days): , Samsung leads Nokia by nearly 215%, while Nokia Is able to gobbleup 226898 fans, Samsung winds up 487929 Fans, Relative change is 2.45% vs 5.70% demonstratesSamsung is very aggressive

People Talking About: is a very important metric as it denotes no of people buzzing about your posts I.e.engaging, commenting sharing liking etc, this metric is totally dependent on your content quality andvirality score, even though Nokia beats Samsung in current AF but lags miles behind in creating buzzSamsung here also is miles ahead by 199% ( 140656 vs 279924 )

Total Interactions and User posts : Nokia vs Samsung : 944735 vs 1456631 I.e. 154.2% of Nokia : TotalInteractions are individually analyzed for creating strong strategies

User Posts: Nokia leads Samsung (4234 vs 2479) in User post by 170.8% but we have to do microanalysis of this metric as we need to know that users are +ve or –ve about brand.

Response Rate: Nokia is responding to its customer queries profoundly which is a +ve indicator (54.95%vs 52.53)

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Nokia vs Samsung (Indian Fan Base) 9027808 vs 8719371, but at current growth rate Samsung will surpass Nokia within 2 months

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Further Research & Deliverables

Detailed FB analysis clearly identifies that Samsung content strategy is better than Nokia astheir ADSR and TSR is far better than Nokia :

We will Measure Analyze & identify the loop holes, Audience Buzz and devise a betterContent Strategy to increase Engagement / Share Rate of Nokia i.e. Complete ReputationManagement with better prospects and focused objective in mind.

In-depth Content Analysis is required to create a better content Quality with high ViralityScore (Will be sent on demand)

In-depth Key Influencer Analysis is required to gain better cognizance of what Influential fanbase is posting and commenting about? is the buzz more of +Ve or –Ve ? (Will be sent ondemand)

In-depth Comments and User Post Analysis is required to understand product acceptance, -ve reviews, frequent problems faced by user (both software and hardware) this will letcompany understand and rectify the recedes related to product, content strategy can bechannelized through blogs / FB notes providing instant solutions to small problems, FAQsection can be updated with robust support. (Will be sent on demand)

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https://twitter.com/NokiaIndia

Samsung is aggressive and will outperform Nokia in no time. We have to create aggressive Campaigns for Nokia

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Samsung is deploying clearly a winning strategy

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Nokia Needs a Excellent Content Strategy To increase no of Retweets: A Database of content @ 2000 Unique tasks Lumia can undertake, fun facts about lumia, and top 500 apps of Lumia, should be mapped and pre scheduled in a time span of 6 months

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Tweet sharing timings can be further optimized and pre scheduled

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No of Mentions are very important for Brand awareness: A robust content strategy + Buzz agents can be deployed all over the country to use brand mentions and retweets

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Tweet Engagement is core a well optimized content strategy will significantly increase retweets and mentions which in turn with increase engagement rate.

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http://www.youtube.com/user/NokiaIndiaOfficial

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Uniform views can be generated by Boosting quality videos via Adwords (Featured video), A consistent brand cognizance should be maintained via coherent advertising plan

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Regular Advertising boost will increase subscriber base consistently

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Getting Market Vibe through comment monitoring is absolute, a like dislike ratio of 63% is not at all good, a +Ve brand image has to be worked upon

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YouTube Content Strategy is very essential as we can harness the same content on other channels also : A series of comparison videos should be launched btw Android and Windows Demonstrating top 200 apps “How windows is better than Android”

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https://plus.google.com/+nokiaindia/posts

Current Standing of G+ followers is good but we will sync the G+ page with Adwords Express and Site Link extension to give it an instant boost

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Nokia Lumia : Online Marketing Plan © Imapro.inWeb Monitoring

A 360° Online Monitoring is an absolute for a brand’s Reputation, We provide excellentORM services supervising all SM channels, websites, Forums, and other channels

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Nokia Lumia : Online Marketing Plan © Imapro.inEmail Marketing

A complete SEO solution will be integrated on Companies official portal.

Analytics Implementation and ReportingAnalytics will be deployed to collect data with proper tracking codes , core analysis would be conducted and regular updates through custom reports would be sent periodically

On Page Optimization:

• In-depth Website Audit will be conducted and accordingly it will be optimized for advanced SEO. Structured data with Authorship/publisher verification would also be implemented.

Off Page Optimization:

• Online PR submission and other legitimate link building techniques , Getting links from other popular sites, blogs and directories to increase our portal authority and referral traffic

Our Benefits:

• Robust SEO auditing • Keeping SEO changes updated as per Google guidelines• Seamless integration of SEO and SMO ,essential after Hummingbird and Panda 2.1 Update• Extensive Analytical reporting for better decision making regarding future strategies.

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Nokia Lumia : Online Marketing Plan © Imapro.inPPC & Display Ad Management

Approach via Adwords & Ad-roll

Drive Conversions• Maintain continuous presence for

the brand on search results page• Scale up campaign during events

Create AwarenessRun continuous banner ad campaigns for the brand on display networks of publishers to create brand awareness and improve recall.

Benefits

• Continue driving numbers while long term solutions like SEO take effect.

• Drive conversions from even highly competitive keywords.

• Paid ad campaigns are known to improve organic search rankings.

What we do

• Identify most relevant keywords to target

• Optimize ad copies and landing pages

• Conducting A/B tests

• Individual bid setting on each keyword

• Bid optimization on an on-going basis

• Keywords cleaning and updating on an on-going basis

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A Complete Email Marketing Solution to your entire database ,inclusive of Blog/ Youtube

Retention MarketingSending fortnightly mailers to existing follower base.

Mailer Types• Range• New category introductions• Lifestyle mailers

Our Benefits:

• Get additional sales from existing customers• Keep them engaged with the brand• Increase probability of recall if and when customer plans to make a purchase of one of

our product categories

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Robust SMO & SEO Analysis

Objective Oriented Content strategy

Effective Content Mapping & Dispersion

Unanimous Monitoring

Why Choose Us:

•We are globally Located at ___Countries

•________ Employees Globally

•Clientele of fortune 500 Companies

•Company Experience

•More than _____ Projects Completed

•_____ Offices Globally

•24/7 Client Support

*Data above is hypothetical

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