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

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I created this Business plan with Strong Social Media analysis of Nokia lumia compared to Samsung India, Plan includes : Research and Analysis of the Brand including SWOT analysis and Porter 5 Forces, …

I created this Business plan with Strong Social Media analysis of Nokia lumia compared to Samsung India, Plan includes : Research and Analysis of the Brand including SWOT analysis and Porter 5 Forces, Social Media Analysis, Competitive analysis of SM with recommendations on content strategy.
Finally how any company can devise and execute a Marketing plan.

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  • 1. © Imapro.in Home : CREATED BY: GAURAV AGARWAL TWITTER HANDLE: @GAURAVAGARWALS
  • 2. Nokia Lumia : Online Marketing Plan Home INTRODUCTION OBJECTIVES RESEARCH & ANALYSIS SOCIAL MEDIA OPTIMIZATION WEB MONITORING{ORM} SEARCH ENGINE OPTIMIZATION PPC AND DISPLAY AD MANAGEMENT EMAIL MARKETING WHY US © Imapro.in
  • 3. Introduction Nokia Lumia : Online Marketing Plan © Imapro.in Home 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 and Microsoft—as such, all Lumia smartphones run the Windows Phone operating system, aiming to compete against the iPhone and Android-based devices. From 1988 to 2012, Nokia was the largest vendor of mobile phones in the world, which included early smartphones built on its Symbian platform. However, in recent years, its market share declined as a result of the growing use of touchscreen smartphones from other vendors, such as Apple's iPhone line and Android-based products. In 2010, its market share had declined to 28%, and in April 2012, Samsung Electronics (a prominent user of Android) ultimately overtook Nokia as the largest mobile phone vendor in the world. Currently Nokia hold approx 5% share in Indian Mobile Markets and it aims to increase its share and regain its lost popularity via its Lumia Series. This Proposal is a crusade to channelize Lumia's branding efforts via Digital Marketing. Proposal will outline strategies on various Internet Marketing channels including companies official website, Search Engine Optimization, Social Media Optimization, Affiliate network, Partner eCommerce Websites, Technology forums and Related Blogs, A 360° approach to increase Lumia's user base via Online Marketing with a laser focused Content Strategy.
  • 4. Objectives Nokia Lumia : Online Marketing Plan © Imapro.in Home 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.
  • 5. Research & Analysis Nokia Lumia : Online Marketing Plan Home RESEARCH & ANALYSIS PORTER’S FIVE FORCES SWOT ANALYSIS KEY STATISTICS ILLATION © Imapro.in
  • 6. Research & Analysis Nokia Lumia : Online Marketing Plan © Imapro.in Home Threat of established rivals: 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. 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. Porter’s Five Forces 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.
  • 7. Research & Analysis Nokia Lumia : Online Marketing Plan Home Strengths: Weakness: 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 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. © Imapro.in
  • 8. Research & Analysis Nokia Lumia : Online Marketing Plan © Imapro.in Home Mobile Phone Categories Smart Phones Multimedia Phones 8% Featured Phones Nokia has wasted a lot of time and wasn’t able to cope-up with Smartphone industry. We all are now aware of Nokia’s grievous mistakes and have to cultivate a scheme to regain its position , the above analysis will help us to define our Online Marketing Content strategy. 10% 82% Key Statistics to Keep an Eye on: Mobile Operating System Android Windows Mobile 2% 6% 1% Apple Rest •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. 91% *Data Has been collected from Trai.gov.in and other Online Resources
  • 9. Research & Analysis Nokia Lumia : Online Marketing Plan © Imapro.in Home Total Internet Reach Via Various Modes Broad Band Fixed Line Wireless Phones 4% 9% others 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 87% *Source: (trai.gov.in)
  • 10. Research & Analysis Nokia Lumia : Online Marketing Plan © Imapro.in Home Evaluated Target Market Segments for Lumia Featured & Multimedia Phones 54% @ 76.2 M Using wireless Internet Android 44% @ 60.97 M I phone 2% @ 3.29 M *By asserting above statistics lets elucidate the current market and ascertain our content strategy. Its clear that Nokia lost its market share because of smartphone inception but smart phones consist of just 8% of total Indian subscriber base. Multimedia and featured phones still have 92% market share in India. Nokia dominated 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.
  • 11. Social Media Optimization Nokia Lumia : Online Marketing Plan Home SOCIAL MEDIA OPTIMIZATION FACEBOOK (COMPETITIVE ANALYSIS) TWITTER (COMPETITIVE ANALYSIS) YOUTUBE GOOGLE+ © Imapro.in
  • 12. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 13. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://www.facebook.com/NokiaIndia 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 gobble up 226898 fans, Samsung winds up 487929 Fans, Relative change is 2.45% vs 5.70% demonstrates Samsung 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 and virality score, even though Nokia beats Samsung in current AF but lags miles behind in creating buzz Samsung 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 : Total Interactions 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 micro analysis 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)
  • 14. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 15. Social Media Optimization Nokia Lumia : Online Marketing Plan Home https://www.facebook.com/NokiaIndia Nokia vs Samsung (Indian Fan Base) 9027808 vs 8719371, but at current growth rate Samsung will surpass Nokia within 2 months © Imapro.in
  • 16. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 17. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 18. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 19. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 20. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 21. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 22. Social Media Optimization Home https://www.facebook.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 23. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://www.facebook.com/NokiaIndia Further Research & Deliverables Detailed FB analysis clearly identifies that Samsung content strategy is better than Nokia as their ADSR and TSR is far better than Nokia : We will Measure Analyze & identify the loop holes, Audience Buzz and devise a better Content Strategy to increase Engagement / Share Rate of Nokia i.e. Complete Reputation Management with better prospects and focused objective in mind. In-depth Content Analysis is required to create a better content Quality with high Virality Score (Will be sent on demand) In-depth Key Influencer Analysis is required to gain better cognizance of what Influential fan base is posting and commenting about? is the buzz more of +Ve or –Ve ? (Will be sent on demand) 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 let company understand and rectify the recedes related to product, content strategy can be channelized through blogs / FB notes providing instant solutions to small problems, FAQ section can be updated with robust support. (Will be sent on demand)
  • 24. Social Media Optimization Home https://twitter.com/NokiaIndia Samsung is aggressive and will outperform Nokia in no time. We have to create aggressive Campaigns for Nokia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 25. Social Media Optimization Home https://twitter.com/NokiaIndia Samsung is deploying clearly a winning strategy Nokia Lumia : Online Marketing Plan © Imapro.in
  • 26. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://twitter.com/NokiaIndia 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
  • 27. Social Media Optimization Home https://twitter.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 28. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://twitter.com/NokiaIndia Tweet sharing timings can be further optimized and pre scheduled
  • 29. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://twitter.com/NokiaIndia 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
  • 30. Social Media Optimization Home https://twitter.com/NokiaIndia Nokia Lumia : Online Marketing Plan © Imapro.in
  • 31. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home https://twitter.com/NokiaIndia Tweet Engagement is core a well optimized content strategy will significantly increase retweets and mentions which in turn with increase engagement rate.
  • 32. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial © Imapro.in
  • 33. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial Uniform views can be generated by Boosting quality videos via Adwords (Featured video), A consistent brand cognizance should be maintained via coherent advertising plan © Imapro.in
  • 34. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial © Imapro.in
  • 35. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial Regular Advertising boost will increase subscriber base consistently © Imapro.in
  • 36. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial © Imapro.in
  • 37. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial © Imapro.in
  • 38. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home http://www.youtube.com/user/NokiaIndiaOfficial 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
  • 39. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial © Imapro.in
  • 40. Social Media Optimization Nokia Lumia : Online Marketing Plan Home http://www.youtube.com/user/NokiaIndiaOfficial 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” © Imapro.in
  • 41. Social Media Optimization Nokia Lumia : Online Marketing Plan © Imapro.in Home 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
  • 42. Web Monitoring Nokia Lumia : Online Marketing Plan © Imapro.in Home A 360° Online Monitoring is an absolute for a brand’s Reputation, We provide excellent ORM services supervising all SM channels, websites, Forums, and other channels
  • 43. Email Marketing Nokia Lumia : Online Marketing Plan © Imapro.in Home A complete SEO solution will be integrated on Companies official portal. Analytics Implementation and Reporting Analytics 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: Off 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. • 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.
  • 44. PPC & Display Ad Management Nokia Lumia : Online Marketing Plan © Imapro.in Home Approach via Adwords & Ad-roll Drive Conversions Create Awareness • Maintain continuous presence for the brand on search results page • Scale up campaign during events Run 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
  • 45. Email Marketing Nokia Lumia : Online Marketing Plan © Imapro.in Home A Complete Email Marketing Solution to your entire database ,inclusive of Blog/ Youtube Retention Marketing Sending 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
  • 46. Email Marketing Nokia Lumia : Online Marketing Plan © Imapro.in Home Why Choose Us: •We are globally Located at ___Countries •________ Employees Globally Robust SMO & SEO Analysis Objective Oriented Content strategy •Clientele of fortune 500 Companies •Company Experience Effective Content Mapping & Dispersion •More than _____ Projects Completed Unanimous Monitoring •_____ Offices Globally •24/7 Client Support *Data above is hypothetical
  • 47. Email Marketing Home Nokia Lumia : Online Marketing Plan © Imapro.in