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Nokia Marketing Plan

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Nokia Marketing Plan
Marketing Plan
4月 13
2012
Prepared by: Rebecca Mirzabozorg – 301112559 Sheng Yu – 301127910 Corina Inigo – 301136571 Echo Liu – 301132340
TA: Travis Mathieson

Executive Summary

This marketing plan focuses on the smartphone market in North America. It is based on an experiential image branding approach intended to generate awareness, long-lasting customer relationship, and brand loyalty comparable to that of competitors in North America. Currently, Nokia is the market leader in the global mobile industry, with great success excluding North America. The reason for that includes increased competition with Apple and Samsung, out-of-date Symbian OS, low brand exposure and internal problems. This marketing plan conducts an in-depth analysis of the internal and external environment, competitors and consumers. Segmentation of North America consumers reveals that Generation Y and Z are Nokia’s target market. Among them, low income groups specifically students is the main target audience.
Nokia’s overall objective is to develop and maximize brand exposure in order to increase brand loyalty, market share, and revenue in North America. Within one year, Nokia needs to drastically to drive brand exposure to North Americans while creating a student-friendly concept that highlights Nokia’s durability and enhanced OS and applications through the collaboration with Microsoft. Additionally, Nokia will reallocate its R&D funds to accommodate the growth in predicted consumer demand, intense advertising campaigns and new relationships with major mobile product carriers in North America.
We recommend repositioning Nokia as a brand of low cost and


References: altDiversity. (2008). Generation Y: A Diverse Generation. Retrieved from http://www.altdiversity.com/?p=8 Canalys. (2012). Smart phones overtake client PCs in 2011. Retrieved from http://www.canalys.com/newsroom/smart-phones-overtake-client-pcs-2011 Datamonitor 360. (2011). Top 10 Mobile Handset Manufacturers. Datamonitor. Retrieved from http://360.datamonitor.com/Product?pid=BI00052-001 Debra S. (2007). Top 10 reasons not to buy an iPhone. Retrieved from http://www.zdnet.com.au/top-10-reasons-not-to-buy-an-iphone-339282014.htm Devindr, H. (2011) Nielsen: Smartphones finally overtake feature phones for new device. Euromonitor. (2012). Consumer Electronics: Euromonitor from trade sources/national statistics Passport GMID iGR. (2012). Android share doubles iPhone in U.S. Retrieved from http://www.bgr.com/2012/01/20/android-share-doubles-iphone-in-u-s-samsung-most-popular-vendor/ iGR. (2012). iGR: Samsung Most Preferred Android Smartphone Brand in the US. Retrieved from http://phandroid.com/2012/01/23/igr-samsung-most-preferred-android-smartphone-brand-in-the-us/ Online Marketing Trends. (2011). North America Mobile OS Vs Manufacturer Share in Q3 2011. Retrieved from http://www.onlinemarketing-trends.com/2011/11/north-america-mobile-os-vs-manufacture.html SmartOnline. (2011). US Smartphone Statistics – Q1 2011 Overview. Retrieved from http://www.smartonline.com/mobile-2/us-smartphone-statistics-q1-2011-overview/ Strategy Analytics. (2012) Lumia 900 – A Nokia LTE Superphone to Target the US Market. Wikinvest. (2011). Effect of Exchange Rate Changes. Retrieved from http://www.wikinvest.com/stock/Nokia_%28NOK%29/Data/Effect_of_Exchange_Rate_Changes Wikipedia. (2012). Income tax in the United States. In Taxation in the United State. Retrieved from http://en.wikipedia.org/wiki/Income_tax_in_the_United_States
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