• 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
SITUATION ANALYSIS – MARKET TRENDS
• High-end cell phone manufacturers are looking for leaps forward in
• 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.
from simple phones to smart phones 2007 - 2013
SITUATION ANALYSIS - PEST
• Due to unstable political conditions, Nokia has shifted its manufacturing to
• The demand for smartphones is elastic hence any economic downturn
might hamper the sales of the smartphones.
• The society is quite receptive to the growing technology and the changes
that come with it..
• The smartphone industry is marked by drastic technological changes.
Innovation and new product launches at a faster rate are the key drivers of
Reconnecting the brand with its target audience using an emotional
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
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
MARKETING PLAN - PRODUCT
NOKIA 3310-S SPECIFICATIONS
GSM 850 / 900 / 1800 / 1900
HSDPA 850 / 900 / 1900 /
115.4 x 61.1 x 11 mm, 76 cc (4.54 x 2.41 x
127 g (4.48 oz)
TFT capacitive touchscreen, 8M colors
80 x 800 pixels, 4.0 inches (~233 ppi pixel
4GB storage, 512 MB RAM
1 Ghz, Dual Core
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
Messenger, Whatsapp, Viber, Skype etc.
Opera and Chrome
Black, White, Midnight Blue, Yellow
3.5 mm jack
Vibration; MP3, WAV ringtones
Up to 739 h (2G) / Up to 653 h (3G)
Up to 6 h 15 min (2G) / Up to 8 h 25 min
Up to 38 h
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
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
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
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
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”.
• 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.
• 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
• 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.
• 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.
• 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.
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
Increase reach through advertising on leading and regional television
Concentrate heaviest advertising efforts through television and radio during
primetime and midnight slots
Using the following mediums: Broadcast, Print, Digital and Outdoor
PERCEIVED BUDGET: Rs. 1.1 Billion
• Nokia 3310 S will be portrayed as a strong, vibrant, sturdy, loyal
smartphone targeting men and women looking for a cost effective
• 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.
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
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.
Family focused, Age groups 16-60 years,
SEC B and below
Demographic: All genders
Socio Economic Class: SEC B+, B and C+
Behavioral: Excessive usage, affordability, affected by fluctuating prices
Demographic: All genders
Socio Economic Class: SEC A+ and A
Behavioral: Keep an extra phone for rough usage
Implementation and Execution:
• Advertising agency – Current Campaign runner and Level 2 for
• 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