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Summary
Part

1

Part

I – Care service market
II – Strategy
III – Recommendation
IV – Planning
V – Budget

2

I – Russian...
/ – Care service market
A. Nokia Care consumer attitudes & experiences

Nokia brand
à International phone brand = Biggest...
Experiences towards Nokia Care
Positive

Negative

à  Confusion on the postpurchase service

à  The post-purchase servic...
Insights
§  People can’t live without their phone anymore.
They need a fast and efficient repair service.
§  It’s always...
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...
D. Problem

How can Nokia create a distinctive and
attractive International Care offer and an
extended warranty (Russia) w...
// - Strategy
A. Targets and objectives

Main group target:
	
  

Nokia phone users, in-warranty and out-of-warranty
	
  
...
// - Strategy
A. Targets and objectives

Secondary group target:
	
  
Professional Nokia Users
	
  

Objectives:
- Inform ...
// - Strategy
A. Targets and objectives

Influencer group target:
- 
	
  
- 
- 
- 
- 

Nokia international employees,
Pres...
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 solution...
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
Warran...
1.1. Star Offer
Service:
-  2 hours with a personal expert, personal piece of advice
Extra:
- 

For 2€ more, a co-branded ...
1.2. Comet Offer
Online registration:
-  25 Go storage
Warranty:
-  3 years warranty
Specific Damages:
Theft, loss, water ...
1.2. Comet Offer
Continental warranty
Accessories warranty: charger, desk stand, battery, cover

2 changes
1 item

OR

1 c...
1.2. Comet Offer
Repair period:
-  If it exceeds 2 weeks
Loan
phone

OR

Same or higher
quality

- 
- 

No phone
1 week
re...
1.2. Comet Offer
Service:
-  No limit of time with a personal expert, personal piece of advice
-  No appointment required
...
1.3. Planet Offer
Online registration:
-  50 Go storage
Warranty:
-  4 years warranty
Specific Damages:
Theft, loss, water...
1.3. Planet Offer
International warranty
Accessories warranty: charger, desk stand, battery, cover

18 months
warranty

OR...
1.3. Planet Offer
Repair period:
-  1st day of repair period, you’ll benefit from:
Loan phone
Same or higher
quality
+ DAT...
1.3. Planet Offer
Service:
-  You can come to any Nokia Centre (worldwide), and have a personal
meeting
-  No appointment ...
1.4. Universe Offer
Only concerns Professional users
-  No limit of duration as it’s a monthly subscription = 30€ per mont...
1.4. Universe Offer
Only concerns Professional users
-  All damages are covered in a limit of 1 repair per month, and 1 ch...
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	
  
In-store

34	
  
D. Online communication
E-mail campaign:
-  Nokia database
-  Hyper-customised
-  Information on the new offer
-  Special ...
E. In-store communication
Launch of the new Care offer:
-  Premiere organised in the biggest Nokia Care Centre, in capital...
/V- Planning

JANUARY	
  

FEBRUARY	
  

MARCH	
  

APRIL	
  

MAY	
  

JUNE	
  

JULY	
  

AUGUST	
  

SEPTEMBER	
  

OCT...
V - Budget
10%	
  

15%	
  
SEM	
  

5%	
  

Banners	
  

5%	
  
10%	
  

Direct	
  markeMng	
  
PresentaMon	
  video	
  
...
Russian
Extended
warranty
39	
  
/- Russian market
A. Mobile market
-  Largest country in the world, 83 states
-  People are mainly gathered in the Western...
B. Nokia position
Nokia presence
- 
- 
- 
- 

3 smartphones in the Top 5 “Best sales”
Market shares = -17%
Closed 43 store...
C. Use of new media
-  1st user of social media
-  74,5% of the Russian population
-  Spend 9.8 hours per month on social ...
D. Insights
Customers:
-  Impulsive, driven by emotions
-  Price is often secondary
-  Sensitive to discount
-  Like perso...
//- Strategy
A. Extended Warranty offer
Nokia	
  Extended	
  Warranty	
  :	
  
-  The warranty is extended to 24 months
- ...
A. Extended Warranty offer
Accidental	
  damages	
  :	
  	
  
- Theft,
- Loss,
- Droppings,
- Water damages,
- Screen brea...
A. Extended Warranty offer
Subscrip+on	
  condi+ons:	
  	
  
-  Online or in-store
-  Anytime before the end of the limite...
B. Communication online
E-mail campaign:
-  Nokia database
-  Hyper-customised
-  Special discount (-25%) if they choose t...
C. POS Campaign
Packs
- 2 packs for retailers :
• 

Basic pack : POS advertising : 300€ (given for free to Eastern retaile...
C. POS Campaign
Nokia retailer Tour
- 
- 

Tour: Western retailers, by customised utility vehicle
Salespersons will inform...
///- Planning
PLANNING	
  2014	
  -­‐	
  NOKIA	
  CARE	
  RUSSIA	
  
JANUARY	
  

FEBRUARY	
  

MARCH	
  

APRIL	
  

MAY	...
/V- Budget
10%	
  

10%	
  
SEM	
  

10%	
  

E-­‐mailling	
  
20%	
  

Banners	
  
A	
  presentaMon	
  video	
  
Goodies	...
V- Measures

Both campaigns should be measured.

Return
on
Investment

Return
on
Influence

Should measure :
- Attitude and...
THANKS NOKIA
53	
  
NOKIA INTERNATIONAL CARE PLAN OFFER 2013
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NOKIA INTERNATIONAL CARE PLAN OFFER 2013

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NOKIA INTERNATIONAL
Grade: 17/20

Designing an International and attractive Care Plan offer

Concept: A 4 level care plan with different options to choose.

Positioning: An online and in-store, customisable offer that brings collective solutions

Veröffentlicht in: Marketing
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NOKIA INTERNATIONAL CARE PLAN OFFER 2013

  1. 1. 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  
  2. 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  
  3. 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  
  4. 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  
  5. 5. B. Nokia Care service and competitors 6  
  6. 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  
  7. 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  
  8. 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  
  9. 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  
  10. 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  
  11. 11. B. Nokia Care Positioning Concept: Flexible and Customisable offer. 12  
  12. 12. B. Nokia Care Positioning Positioning: Nokia, an online and in-store, customisable service that brings collective solutions. 13  
  13. 13. B. Nokia Care Positioning Promise: Nokia Care, the choice of a customisable service. 14  
  14. 14. /// - Recommendation A. Nokia Care offering Design a flexible offer for every user: Star Planet   Comet Universe 15  
  15. 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  
  16. 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  
  17. 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
  18. 18. 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
  19. 19. 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  
  20. 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  
  21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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  
  25. 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  
  26. 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  
  27. 27. B. Online 1. Nokia Care Website SEO SEM WEB Responsive Back links Like Box 28  
  28. 28. B. Online 2. Nokia Care App Tips & tricks Support Scan analysis Contact 29  
  29. 29. B. Online 3. Facebook // Twitter 30  
  30. 30. C. Nokia Care In-store 31   Global advice
  31. 31. C. Nokia Care In-store 32   Outfit
  32. 32. In-store Sync Battery charge Log in Expert 33  
  33. 33. In-store 34  
  34. 34. 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  
  35. 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  
  36. 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  
  37. 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  
  38. 38. Russian Extended warranty 39  
  39. 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  
  40. 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  
  41. 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  
  42. 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  
  43. 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  
  44. 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
  45. 45. 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  
  46. 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  
  47. 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  
  48. 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  
  49. 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  
  50. 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  
  51. 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  
  52. 52. THANKS NOKIA 53  

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