NOKIA INTERNATIONAL Grade: 17/20 Designing an International and attractive Care Plan offer Concept: A 4 level care plan with different options to choose. Positioning: An online and in-store, customisable offer that brings collective solutions

2. Summary
Part
1
Part
I – Care service market
II – Strategy
III – Recommendation
IV – Planning
V – Budget
2
I – Russian market
II – Strategy
III – Planning
IV – Budget
V – Measures
2

3. / – Care service market
A. Nokia Care consumer attitudes & experiences
Nokia brand
à International phone brand = Biggest success 3310
à Known for its :
Sturdiness
Innovation sense
Functional and effective applications
à Famous motto: Connecting people
à Celebrate the difference of each person
à Design product that can adapt to every people’s needs.
3

4. Experiences towards Nokia Care
Positive
Negative
à Confusion on the postpurchase service
à The post-purchase service
like the repair service is
very long
à A lot of investments in
research and development
department to propose
innovation
à A lot of people had
problems after a repair on
their phone
à It’s a brand that people
like to talk about
à Different models have the
same problems
à People can’t negotiate with
the repair staff, people
have to trust their expertise
4

5. Insights
§ People can’t live without their phone anymore.
They need a fast and efficient repair service.
§ It’s always difficult to join the repair service.
§ They are looking for listening and attention.
5

6. B. Nokia Care service and competitors
6

7. C. Long-term challenges
§ Increase market shares
§ Gain new customers
§ Keep the position in the mobile trio, siding Apple and
Samsung
§ Design long-lasting service = be distinguished from the
competitors
7

8. D. Problem
How can Nokia create a distinctive and
attractive International Care offer and an
extended warranty (Russia) whereas the
company is facing powerful competitors and
consumers insights are different in each
country?
8

9. // - Strategy
A. Targets and objectives
Main group target:
Nokia phone users, in-warranty and out-of-warranty
Objectives:
- Inform about the new care offer - encourage subscription
- Increase in-store and online traffic
- Develop loyalty
- Create WOM process – community
9

10. // - Strategy
A. Targets and objectives
Secondary group target:
Professional Nokia Users
Objectives:
- Inform about the new care offer
- Attribute distinctive qualities to the Nokia Care offer
- Transmit confidence and security values
10

11. // - Strategy
A. Targets and objectives
Influencer group target:
-
-
-
-
-
Nokia international employees,
Press,
Opinion leaders,
Bloggers,
Influencers in the telco and communication markets.
Objectives:
- Inform about the specificity of the program
- Encourage to promote the Nokia Care offer
- Increase visibility of the digital and in-store plan
11

12. B. Nokia Care Positioning
Concept:
Flexible
and
Customisable offer.
12

13. B. Nokia Care Positioning
Positioning:
Nokia,
an online and in-store,
customisable service
that brings collective solutions.
13

14. B. Nokia Care Positioning
Promise:
Nokia Care,
the choice of a
customisable service.
14

15. /// - Recommendation
A. Nokia Care offering
Design a flexible offer for every user:
Star
Planet
Comet
Universe
15

16. 1.1. Star Offer
Online registration:
- Personal account
- 5 Go storage
- Data synchronisation via Nokia Care app
Warranty: Nominative
2 years
warranty
6 months
3 months
Charger, desk
stand, battery,
cover
Handset, cable,
softwares
Repair:
- Phone repaired in your country
- A loan phone provided when repair exceeds 3 weeks
- Repair process information online
16

17. 1.1. Star Offer
Service:
- 2 hours with a personal expert, personal piece of advice
Extra:
-
For 2€ more, a co-branded Starbucks application uploaded on your device.
Order and pay with your phone.
Price : 100 €
20€ discount given at the end of the contract to buy a new phone.
17

18. 1.2. Comet Offer
Online registration:
- 25 Go storage
Warranty:
- 3 years warranty
Specific Damages:
Theft, loss, water damage, food or chemical damage, dropping damage
1 clause
3 years
OR
18
2 clauses
3 repairs

19. 1.2. Comet Offer
Continental warranty
Accessories warranty: charger, desk stand, battery, cover
2 changes
1 item
OR
1 change
2 items
Other accessories warranty: headset, cable, softwares
6 months
warranty
OR
19
1 new
item

20. 1.2. Comet Offer
Repair period:
- If it exceeds 2 weeks
Loan
phone
OR
Same or higher
quality
-
-
No phone
1 week
repair
Notified by e-mail when Nokia receives the phone
Online follow-up of the repair process
Warranty transfer:
- Nokia users can sell or give their warranty when they sell their phone
- Change owner information of the Personal account
OR
- If you buy a new phone, a ratio of your warranty will be transferred on the
new phone
20

21. 1.2. Comet Offer
Service:
- No limit of time with a personal expert, personal piece of advice
- No appointment required
Extra:
-
For 2€ more, a co-branded Starbucks application uploaded on your device.
Order and pay with your phone.
Price : 200 €
30€ discount given at the end of the contract to buy a new phone.
21

22. 1.3. Planet Offer
Online registration:
- 50 Go storage
Warranty:
- 4 years warranty
Specific Damages:
Theft, loss, water damage, food or chemical damage, dropping damage
1 clause
4 years
OR
22
2 clauses
4 repairs

23. 1.3. Planet Offer
International warranty
Accessories warranty: charger, desk stand, battery, cover
18 months
warranty
OR
1 items
3 changes
Other accessories warranty: headset, cable, softwares
1 year
warranty
OR
23
2 new
items

24. 1.3. Planet Offer
Repair period:
- 1st day of repair period, you’ll benefit from:
Loan phone
Same or higher
quality
+ DATA
TRANSFERRED
-
-
OR
No phone
5 days
repair
Notified by e-mail when Nokia receives the phone
Online follow-up of the repair process
Warranty transfer:
- Contact the Nokia Centre, give the name of the new owner
Refund based
on a ratio
of your
warranty use
OR
24
If a new phone
is bought,
warranty is
transferred

25. 1.3. Planet Offer
Service:
- You can come to any Nokia Centre (worldwide), and have a personal
meeting
- No appointment required.
- Starbucks application is free and automatically installed
- Access to former Nokia games like Snake, Space Invader, Brick-breaker.
Price : 300€
50€ discount given at the end of the contract to buy a new phone.
25

26. 1.4. Universe Offer
Only concerns Professional users
- No limit of duration as it’s a monthly subscription = 30€ per month, +5€ for
international service
- When a phone needs to be repaired, the owner can send it to the repair
service or go to a Nokia Centre
OR
- Call the hotline to ask for a carrier to come to his office (additional costs)
26

27. 1.4. Universe Offer
Only concerns Professional users
- All damages are covered in a limit of 1 repair per month, and 1 change per year.
- The repair cost shouldn’t exceed the price of the phone.
- A phone is automatically loaned with data transferred.
Personal account:
- 150 Go storage
- Data are fully secured and synchronised
Service:
Conferences can be organised on demand
A package of professional apps can be installed on phone like:
27

28. B. Online
1. Nokia Care Website
SEO
SEM
WEB
Responsive
Back
links
Like
Box
28

29. B. Online
2. Nokia Care App
Tips
&
tricks
Support
Scan
analysis
Contact
29

30. B. Online
3. Facebook // Twitter
30

31. C. Nokia Care In-store
31
Global advice

32. C. Nokia Care In-store
32
Outfit

33. In-store
Sync
Battery
charge
Log in
Expert
33

34. In-store
34

35. D. Online communication
E-mail campaign:
- Nokia database
- Hyper-customised
- Information on the new offer
- Special discount (-25%) if they choose to subscribe via the e-mail
SEM:
- Google Adwords for countries in which it’s the 1st search engine
- Alternative search engines
Banners:
- 1 banner per website
- 10 most important websites per country
Social networks:
- A presentation video displayed on Youtube, Nokia website, NokiaCare website
- Social media used to provide information
- Ambassadors will be rewarded for review and promotion
35

36. E. In-store communication
Launch of the new Care offer:
- Premiere organised in the biggest Nokia Care Centre, in capital cities,
- Presentation with video
- Influencers and press members invited
- Information displayed on Facebook and Twitter
- Goodies
PR:
- Press releases and USB keys
36

37. /V- Planning
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
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Direct
marke+ng
SEM
Banners
Video
presenta+on
Press
Nokia
Care
In-­‐Store
Facebook
Twi@er
Website
37

38. V - Budget
10%
15%
SEM
5%
Banners
5%
10%
Direct
markeMng
PresentaMon
video
SynchronisaMon
and
baUery
terminal
10%
5%
5%
Lounge
area
Premiere
invitaMon
Goodies
Leaflets
35%
38

39. Russian
Extended
warranty
39

40. /- Russian market
A. Mobile market
- Largest country in the world, 83 states
- People are mainly gathered in the Western part
4 major operators :
- Turnover : $46 billions
- Strong investments in 3G and 4G-lite technologies in Russia
- Mobile subscriptions are expensive = approximately 100$ per month
- 98% of Russian people use prepaid cards for their mobile
- 100’000 terminals available to charge phones
- Mobile payment is very popular
40

41. B. Nokia position
Nokia presence
-
-
-
-
3 smartphones in the Top 5 “Best sales”
Market shares = -17%
Closed 43 stores
Only sold by retailers
Nokia Communication
- Street marketing operations
- Viral videos
- POS marketing
41

42. C. Use of new media
- 1st user of social media
- 74,5% of the Russian population
- Spend 9.8 hours per month on social media
23.4 millions
active users
18.9 millions
active users
16.5 millions
active users
Search Engine
- Yandex = 62.7% of the search engines market shares
- Google = 36%
42

43. D. Insights
Customers:
- Impulsive, driven by emotions
- Price is often secondary
- Sensitive to discount
- Like personal contact, direct marketing
- Need to be pampered
Purchase process:
- Russians pay attention to blogs and
online reviews
- Like premium products and
customised offers
Mobile phone market:
- For 100 people in Russia, there are 179,3 mobile phone subscriptions
- 1.5 Million Russians have 3 mobile phones
- 26% of the consumers use 2 phones
- Poor quality of the post-purchase service
43

44. //- Strategy
A. Extended Warranty offer
Nokia
Extended
Warranty
:
- The warranty is extended to 24 months
- Limited warranty + extended warranty = 3 years protection
The
extended
warranty
covers:
- Manufacturer’s failure
- Softwares and hardwares
- Battery, in a limit of 3 changes in 2 years
- Accessories, in a limit of 1 change per year.
Specific
op+on
concerning
weather
condi+ons
:
- Cold implies more component damages
- Worn state components covered, in a limit of 3 repairs per year
44

45. A. Extended Warranty offer
Accidental
damages
:
- Theft,
- Loss,
- Droppings,
- Water damages,
- Screen breaks.
1 clause
2 years
OR
2 clauses
3 repairs
Warranty
transfer:
Refund based
on a ratio
of your
warranty use
OR
45
If a new phone
is bought,
warranty is
transferred

46. A. Extended Warranty offer
Subscrip+on
condi+ons:
- Online or in-store
- Anytime before the end of the limited warranty
- A 10% discount, if the extended warranty is bought with the phone
- If no subscription is made on the 1st day, customer will receive a SMS, one week
before the end of the contract, to remind him that he can still apply
- A 50% discount on the second extended warranty (2 phones)
Nokia
Care
Home
(technical
support):
- Geographical issue
- Hotline with a personal expert, and mail.
- Creation of a movable mobile expert team, in charge of collecting phones
- Bring a new loan phone, with transferred data
- While repair period, the personal expert calls the customer to provide information.
46

47. B. Communication online
E-mail campaign:
- Nokia database
- Hyper-customised
- Special discount (-25%) if they choose to subscribe via e-mail
SEM and Banners:
- Adwords campaign on Yandex
- Banners : 2 weeks per website, and the support is changed every 2 weeks
- 10 most important websites
1.
2.
3.
4.
5.
yandex.ru : Russian Search Engine
vk.com : Vkontakte (Russian Facebook)
Google.com
Google.ru, via sponsorized links, SEM
Mail.ru
6. Youtube.com,
7. Odnoklassniki.ru
8. Facebook
9. Live internet.ru
10. Livejournal.com
Social networks:
- A presentation video broadcasted on Youtube, Nokia website, NokiaCare website
- Social media used to provide information, VK.com, odnoklassniki.ru and Twitter
- Ambassadors will be rewarded for review and promotion
47

48. C. POS Campaign
Packs
- 2 packs for retailers :
•
Basic pack : POS advertising : 300€ (given for free to Eastern retailers)
Leaflets
Goodies (pens, beanies...)
Ground stickers
Posters
•
Advanced pack : POS advertising : 500€
Synchronisation & loading terminal
Advertising wall lamp (Nokia’s logo
Leaflets
Goodies (pens, USB keys, beanies, key rings)
Ground stickers
Posters
48

49. C. POS Campaign
Nokia retailer Tour
-
-
Tour: Western retailers, by customised utility vehicle
Salespersons will inform team of the new Extended Warranty and make an in-store
activity during their trip.
EVENT
-
-
-
Digital interactive floor made of QR-codes
Moscow and Saint Petersburg, one day per city
Win a trip, discounts on the Extended Warranty, a Nokia phone or goodies
49

50. ///- Planning
PLANNING
2014
-­‐
NOKIA
CARE
RUSSIA
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
W1
W2
W3
W4
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W2
W3
W4
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W2
W3
W4
W1
W2
W3
W4
W1
W2
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W4
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W4
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W2
W3
W4
W1
W2
W3
W4
W1
W2
W3
W4
Direct
E-­‐mailing
Ambassadors
and
bloggers
Banners
Extended
warranty
video
POS
Campaign
Nokia
retailer
Tour
Event
Facebook
Twi@er
Website
50

51. /V- Budget
10%
10%
SEM
10%
E-­‐mailling
20%
Banners
A
presentaMon
video
Goodies
POS
20%
5%
SynchronisaMon
and
baUerie
terminal
Nokia's
cars
5%
10%
Event
10%
51

52. V- Measures
Both campaigns should be measured.
Return
on
Investment
Return
on
Influence
Should measure :
- Attitude and intentions
- Interaction rate
- Commitment
- Talk rate
- Affinity rate
- Loyalty
52

53. THANKS NOKIA
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