Marketing plan of Nokia Lumia
HANOI UNIVERSITY
FACULTY OF MANAGEMENT AND TOURISM
PRINCIPLE OF MARKETING
MARKETING PLAN
NOKIA LUMIA
Tutorial: Tut 1 BA
Group members:
TABLE OF CONTENT
I. Executive Summary
II. Current Marketing Situation
1. Market Situation
2. Product Situation
3. Competitive Situation
4. Distribution Situation
5. Macro-environment Situation
III. SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
IV. Objectives and Issues
1. Objectives
2. Issues
V. Marketing Strategy
1. Positioning
2. Product Strategy
3. Pricing Strategy
4. Distribution Strategy
5. Marketing Communications Strategy
6. Marketing Research
7. Marketing Organization
VI. Action Programs
VII. Budgets
VIII. Controls
I. Executive Summary
The Nokia Lumia is a series of smartphones from Nokia first introduced in November 2011, all of which use the Windows Phone operating system. The Lumia name is derived from the partitive plural form of the word Lumi which means snow in the Finnish language. The key unique selling point is its slogan “exploring the world” which clearly differentiate the product from its competitors.
The market is divided into two segments, the medium-low income and young consumers. The medium-low income consumers segment has driven the growth in this market. Nokia showed that 4.4 million Lumia phones had sold in the last quarter of 2012 and 5.6 million units had sold in the first quarter of 2013.
The market strategy is to position Nokia Limia as a best choice for young consumers and low-income worker. It aimed at perfect camera and good operating system. They chose to cooperate with a big US computer company-Microsoft in designing operating system of mobile phone-Window Phone. The strategy includes aggressive penetration of distribution channels including the Internet and heavy radio/TV/sports magazine advertising and sales effort.
The strategy includes widening of the
FACULTY OF MANAGEMENT AND TOURISM
PRINCIPLE OF MARKETING
MARKETING PLAN
NOKIA LUMIA
Tutorial: Tut 1 BA
Group members:
TABLE OF CONTENT
I. Executive Summary
II. Current Marketing Situation
1. Market Situation
2. Product Situation
3. Competitive Situation
4. Distribution Situation
5. Macro-environment Situation
III. SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
IV. Objectives and Issues
1. Objectives
2. Issues
V. Marketing Strategy
1. Positioning
2. Product Strategy
3. Pricing Strategy
4. Distribution Strategy
5. Marketing Communications Strategy
6. Marketing Research
7. Marketing Organization
VI. Action Programs
VII. Budgets
VIII. Controls
I. Executive Summary
The Nokia Lumia is a series of smartphones from Nokia first introduced in November 2011, all of which use the Windows Phone operating system. The Lumia name is derived from the partitive plural form of the word Lumi which means snow in the Finnish language. The key unique selling point is its slogan “exploring the world” which clearly differentiate the product from its competitors.
The market is divided into two segments, the medium-low income and young consumers. The medium-low income consumers segment has driven the growth in this market. Nokia showed that 4.4 million Lumia phones had sold in the last quarter of 2012 and 5.6 million units had sold in the first quarter of 2013.
The market strategy is to position Nokia Limia as a best choice for young consumers and low-income worker. It aimed at perfect camera and good operating system. They chose to cooperate with a big US computer company-Microsoft in designing operating system of mobile phone-Window Phone. The strategy includes aggressive penetration of distribution channels including the Internet and heavy radio/TV/sports magazine advertising and sales effort.
The strategy includes widening of the