Relaunch of Nokia 3310 as Nokia-3310S (Smartphone Edition)


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Advertising Project: Relaunching Nokia 3310 as a smartphone Nokia 3310S

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Relaunch of Nokia 3310 as Nokia-3310S (Smartphone Edition)

  1. 1. Presented by: Najam Butt Faizan Abass Sumit Motwani Maria Mahar Eisha Salim Ayesha Mahmood
  2. 2. INTRODUCTION • Nokia was established in 1865 • Entered the telecommunication business in 1970. • During the 1990s Nokia grew rapidly in the telecom industry. • Launched the Nokia 3310 handset in 1998
  3. 3. SITUATION ANALYSIS – MARKET TRENDS • High-end cell phone manufacturers are looking for leaps forward in innovation. • Smartphones have greatly influenced the cell phone purchase behaviors in Pakistan. • Due to the presence of various local manufacturers and OEM vendors in the market, the cellular phone purchase pattern has shifted from simple phones to smartphones. * Shift from simple phones to smart phones 2007 - 2013
  4. 4. SITUATION ANALYSIS - PEST Political: • Due to unstable political conditions, Nokia has shifted its manufacturing to India. Economic: • The demand for smartphones is elastic hence any economic downturn might hamper the sales of the smartphones. Societal: • The society is quite receptive to the growing technology and the changes that come with it.. Technological: • The smartphone industry is marked by drastic technological changes. Innovation and new product launches at a faster rate are the key drivers of this industry.
  6. 6. CAMPAIGN OBJECTIVES • Reconnecting the brand with its target audience using an emotional connect. • Creating a ripple effect for the new product e.g. Nokia 3310s (smartphone) using the recognition and recall of the original Nokia 3310 • Re-launching Nokia 3310 as a smartphone to cater to the needs of the market • Reviving the lost loyalty for Nokia as a brand that “connected people”. • Competing within the growing smartphone industry with respect to price competition and new entrants like Q-Mobile, Voice, Danny And Vigo Tel
  7. 7. MARKETING PLAN - PRODUCT NOKIA 3310-S SPECIFICATIONS GENERAL Network 2G Network 3G Announced Status SIZE Dimensions Weight GSM 850 / 900 / 1800 / 1900 HSDPA 850 / 900 / 1900 / November, 2013 Available DISPLAY Type Size MEMORY Internal Card slot CPU 115.4 x 61.1 x 11 mm, 76 cc (4.54 x 2.41 x 0.43 in) 127 g (4.48 oz) TFT capacitive touchscreen, 8M colors 80 x 800 pixels, 4.0 inches (~233 ppi pixel density) 4GB storage, 512 MB RAM Yes 1 Ghz, Dual Core Bluetooth GPRS EDGE WLAN USB Primary Features Video Secondary Messaging Browser Colors Yes, v2.1 with A2DP, EDR Up to 85.6 kbps Up to 236.8 kbps Wi-Fi 802.11 b/g/n Yes, microUSB v2.0 5 MP, 2592х1936 p, autofocus, LED flash Geo-tagging, touch focus, face detection Yes, VGA@30fps No Messenger, Whatsapp, Viber, Skype etc. Opera and Chrome Black, White, Midnight Blue, Yellow Alert types Loudspeaker 3.5 mm jack Vibration; MP3, WAV ringtones Yes Yes Standby Talk time Up to 739 h (2G) / Up to 653 h (3G) Up to 6 h 15 min (2G) / Up to 8 h 25 min (3G) Up to 38 h DATE NETWORK CAMERA FEATURES SOUND BATTERY Music play
  8. 8. MARKETING PLAN - PRICE • In order to compete with the growing Chinese manufacturers in smartphone industry the price of Nokia 3310-S has been set at Rs.12000/- , due to the illustrated competitive strategy: This price has been determined using the competitive pricing module
  9. 9. MARKETING PLAN – PLACE • As the target market has been determined to be SEC B+, B and C+, urbanites of Pakistan’s major cities, the Nokia 3310-S would be re-launched in all major cities of Pakistan with focus on Karachi, Lahore and Islamabad. Furthermore the smartphone will be sold via contract with leading cellphone sellers like eg: Zong
  10. 10. MARKETING PLAN - PROMOTION Promotion of the handset would be carried out by the 3 phases: • Pre-Launch: Teasers TVCs and OOH targeting at the audience to build the hype in the market about Nokia launching a sturdy, practical yet stylish smart phone. • Launch: This phase will make use of both ATL and BTL efforts to create the required hype and buzz in the market. – A TVC would be produced which Nokia can air to gauge the audience and communicate its key message. The TVC would be aired on all leading TV-channels in primetime and off-time slots, to maximize reach and frequency. – Extensive Out-Of-Home activities will be used alongside moderately used medians such as Radio, Print and Social Media. • Post Launch: Post launch activities through social media will keep the target audience hooked and engaged to the brand with new offerings and competitions.
  11. 11. COMMUNICATION PLAN Communication Objectives: • Create awareness about the new smart features of the phone – 40% within 3 months of its launch. • Trigger the emotional connect that consumers once had with the original Nokia 3310 phone • Revive the once established Brand Loyalty that consumers had with the phone and move forwards using the existing Brand equity • Position Nokia 3310-S as a reliable, durable and affordable smartphone. • Create the phone’s association with the tagline “Reconnecting People”.
  12. 12. Sales Promotions: • At the time of launch, Nokia would offer sales promotion through which it will give a free gift with the purchase of a Nokia 3310-S, such as, a phone cover or fancy screen protector eg: frosty or 3D. • Along with the phone, the customers would get a free memory card of 1 GB. • Nokia would also be running a joint promotion with Zong, in which free 500 minutes on Zong network and 5000 SMS to any network in Pakistan will be given to customers on purchasing the phone from a Zong franchise.
  13. 13. Public Relations: • The main objectives of PR will be to raise awareness of the new Nokia 3310-S phone and emphasize on its core characteristics of durability and reliability. • For the launch of the new phone, Nokia will create a memorable event, and through this, quality media coverage would be gained. • A press conference would be held a night before the day of launch. The media will get an exclusive view of Nokia 3310-S. It will be demonstrated and its features will be explained, and later on, questions will be answered. • A press release will also be released on the day of launch and a media kit will be handed
  14. 14. Direct Marketing: • Nokia would be communicating directly to the target audience through its advertisements on televisions, in newspapers, and magazines. • It will also be directly marketing the Nokia 3310-S to the target audience through social media. – Facebook page – Videos of unpacking the phone on Youtube – Videos of positive reviews against competitors phones.
  15. 15. Personal Selling: • Personal Selling will be done at retail shops with which Nokia has strategic partnerships. • Nokia representatives shall cater interested customer and the queries on the spot. • Nokia 3310-S would have kiosks set up at different, superstores like Farid’s, Imtiaz and Hyperstar.
  16. 16. Sponsorships: • Nokia would also be sponsoring different events where Nokia 3310-S branding will be done. • These events would be local cricket matches/tournaments during which the phone’s branding would be done around the stadium. • It would also sponsor events at a few universities.
  17. 17. MEDIA PLAN Media Objectives: • Generating high recall through optimum use of broadcast media to cover 60% of the target market to convert them into potential customers in a period of 6 months. • Competing with competition based on advertising frequency on television and radio • Increase reach through advertising on leading and regional television channels • Concentrate heaviest advertising efforts through television and radio during primetime and midnight slots • Using the following mediums: Broadcast, Print, Digital and Outdoor
  18. 18. PERCEIVED BUDGET: Rs. 1.1 Billion Mediums PKR (millions) % Share 60.5 55% Print 11 10% Radio 11 10% Outdoor 22 20% Digital Marketing 5.5 5% Total 110 100% TV
  19. 19. CREATIVE PLAN Product Personality: • Nokia 3310 S will be portrayed as a strong, vibrant, sturdy, loyal smartphone targeting men and women looking for a cost effective smartphone experience. Message Strategy • The message strategy for Nokia 3310S aims at conveying to the consumers that their all time favorite phone the Nokia 3310 is back as a smartphone • The strategy also focuses on triggering the emotional connect that the consumers had with the.
  20. 20. Decision and Problems • The main problem faced was while positioning the Nokia 3310S smart phone. • Nokia already had the “Lumia” smartphone range operating in the upper segment which was inturn clashing with the Nokia 3310S. • Since there was no Nokia presence in the lower segments of the smartphone market the decision was taken to position Nokia 3310 S in a lower segment to compete against rival’s brands such as Samsung Duos and various low end models of Q-mobile and Voice since there was no Nokia.
  21. 21. Target Audience: • Family focused, Age groups 16-60 years, • SEC B and below Primary Audience: • • • Demographic: All genders Socio Economic Class: SEC B+, B and C+ Behavioral: Excessive usage, affordability, affected by fluctuating prices Secondary Audience: • • • Demographic: All genders Socio Economic Class: SEC A+ and A Behavioral: Keep an extra phone for rough usage
  22. 22. Implementation and Execution: • Advertising agency – Current Campaign runner and Level 2 for Outdoor. • Research house: AC Nielson Evaluation will be done using three basic tests • • • Memory Tests (Recall and Recognition) – Pre Launch Advertising Copy Testing – Pre Launch Persuasion and Communication Tests – Post Launch • The newspaper placements will be checked through – actual newspaper clippings • Ratings for channels will be checked post campaign through Gallop and Peoples Meter to make sure that the desired message is going through • Effectiveness will be checked through surveys and observations