tiểu luận marketing - marketing plan nokia n9

MARKETING PLAN – NOKIA N9 Huynh Thi Ngoc Huyen - BABAWE10530 Nguyen Hoang Gia - BABAIU10189 I. INTRODUCTION: Martin Cooper ( now chairman, CEO, and co-founder of Array Comm Inc) said "People want to talk to other people - not a house, or an office, or a car. Given a choice, people will demand the freedom to communicate wherever they are, unfettered by the infamous copper wire. It is that freedom we sought to vividly demonstrate in 1973". He was the first man who published the first Cell Phone of the world- MOTOROLA Dyna TAC 8000X. At that time, Nokia- a mobile network company- published the first Nokia multimedia production- the Nordic Mobile Telephony (NMT), the world's very first multinational cellular network in 1981. Nokia started the development of GSM phones. Beginning of the 1990 brought about an economic recession in Finland. Eventually, the company decided to leave consumer electronics behind in the 1990s and focused solely on the fastest growing segments in telecommunications- CELL PHONE. Due to this Nokia increased its sale of GSM phones that was enormous. This was the main reason for Nokia to not only be one of the largest but also the most important companies in Finland. As per the sources, in August 1997, Nokia supplied GSM systems to 59 operators in 31 countries. The first Nokia‟s Cell Phone was the Nokia 1011 lauched on November 10, 1992. The black handset measured 195 x 60 x 45mm and featured a monochrome display and an extendable antenna. The memory could hold 99 phone numbers. It did not yet employ Nokia‟s characteristic ringtone that was only introduced in 1994. The phone operated in the 900 MHz band. The Nokia 1011 continued production until 1994, when it introduced the Nokia 2100 model as successor. From 1992 to 1998, Nokia successfully developed the mobile network and produced portable phones. Nokia 1101 As the technology development grew fast, North America had a spotty 3G network that has only really been revamped recently in order to deal with increasing demands for faster loading speeds from mobile customers, whereas Asia and most of Europe have had proper 3G networks in place for some time. This has led to a revolution in 3G phones from 2007 until now, with more due to come out in 2009. To meet the demand to the massive market of 3G mobile phones, Nokia had developed a series of Smart phones from its very first portable phones with simple functions. This led to the appearance of NOKIA N9 with 3000 functional developments. II. CURRENT MARKETING SITUATION: As the cell phone- using- demand, people need fast-high- tech- cell phones that had functions that satisfy whatever they want whenever they need and wherever they are. Nokia is losing its smart phone market by the beginning of 2010 because there are still not many huge- break through- developments in designs and technology whereas Apple, HTC, Samsung are the first flag ships in the smart phone- market. When Stephen Elop announced his new strategy as CEO of Nokia he talked of a crucial “battle of ecosystems”. What he was referring to was the battle between Google (Android), Apple (iOS) and a potential third player in the competition to become the dominant operating system used to power smartphones and their apps. Elop decided to abandon further development of Nokia‟s sum MeeGo operating system, preferring instead to partner with Microsoft in developing the Windows mobile system. 1. Market description Being aware of the situation that Nokia is facing, the design teams and the technology teams decided to create a new product- the last break through- development in 2011- the Nokia N9. Nokia‟s market consists of consumers and business users: Nokia N9‟s main market target is users that want to use a device for multimedia communication, surf network, entertainment, specifically professionals, high-tech students, entrepreneurs.  Segment needs and corresponding feature/ benefits of Nokia N9: Targeted segment Customer need Corresponding Feature/ Benefit  Professionals (consumer market) - Personal Information Management - Communication - Internet browser - Perform quickly - High technology - Navigation - Detailed contact information. Calendar, To-do list, Notes, Support for MS Outlook synchronisation of contacts, calendar and to-do with Mail for Exchange, Support for viewing documents in Word, Excel, Powerpoint, PDF and Open Document Formats, Online calendar synchronisation with CalDAV. - Talk- time (max: 11 hours), Standby time: 340 hours - Wireless email/ web access from anywhere - Internal MEM: 16gb or 32gb, Ram 1gb - Free Maps  Students (consumer market) - Entertainment - Office softwares - Cool new applications - 8MP camera, support HD high quality video capture. - Music and audio supported by audio codecs, bit rate up to 320kps - Word, Excel, PDF, MS outlook. - Facebook, Twitter, Ovi Store  Entrepreneurs (business market) - Free maps (show direction to business meetings) - Fast getting in touch - Smartly organize meetings, routines, business details, financial files - Built- in GPS allows voice- activated access to directions. - Voice- activated access for calling, sms multimedia. - Easy to view .doc, .docx, .xls, .xlsx, .ppt, .pptx, .odt, .ods, .odp, .pdf… 2. Product review  Dimension  Size: 116.45 x 61.2 x 7.6-12.1 mm, Weight (with battery): 135 g, Volume : 76 cc, Internal, memory: 16 GB or 64 GB; Use as USB mass memory device for storing photos, documents and more; Talk-time (maximum): GSM 11 hours andWCDMA (3G) 6.5 hours; Standby time (maximum): GSM 340 hours and WCDMA (3G) 420 hours; Video playback time (720P) 5 hours; Music playback time 50 hours; Web browsing (maximum): WLAN 6.5 hours and HSDPA (3G) 5 hours  Available Colors: pink, piano black, blue  Design  Display and User Interface Screen size: 3.9", Resolution: 16:9 FWVGA (854 x 480 pixels), AMOLED display, 16.7 million colours, Capacitive touch screen, 2.5D curved glass, Anti-glare polarizer, Scratch-resistant Corning® Gorilla® Glass, Orientation sensor (Accelerometer), Compass (Magnetometer), Proximity sensor, Ambient light detector.  Software and applications  Software platform and user interface MeeGo for Nokia N9 (MeeGo 1.2 Harmattan), User interface simplified to three home views: events, applications and open apps, Swipe gesture instantly takes you back to the home view you started from, Multitasking and app switching through open apps view: a live snapshot of all running apps, Apps compliant with Qt 4.7, HTML5, Software updates over the internet.  Personal Information Management (PIM) Detailed contact information, Calendar, To-do list, Notes, Support for MS Outlook synchronisation of contacts, calendar and to-do with Mail for Exchange, Support for viewing documents in Word, Excel, Powerpoint, PDF and Open Document Formats, Online calendar synchronisation with CalDAV  Applications Key applications: Facebook, Twitter, Skype, Joikuspot Wi-Fi tethering, Accuweather, AP News, Swype, Track and Protect, Galaxy on Fire 2, Real Golf, Angry Birds Magic, Mail, video player, Drive, Feeds, search, calculator, Calendar, Contacts, music player, web browser, messaging, photos, photo editor, Ovi Store, Maps, More apps available at Ovi Store, Nokia Link: PC and Mac application for easily syncing photos, music and videos.  Communication  Email and messaging Easy-to-use email client with attachment support for images, videos, music and documents .doc, .docx, .xls, .xlsx, .ppt, .pptx, .odt, .ods, .odp, .pdf, HTML support for email, Email client can combine multiple accounts into one easy-to manage inbox, Easy setup for POP3, IMAP and Mail for Exchange services, Multiple accounts per user supported, Chat instant messaging support: Facebook, Skype, Gtalk, and services using sip, Easy to move between multiple live conversations on open applications view, Unified MMS/SMS editor, Conversational view for SMS, Push email, Messages notifications shown in the event view  Call management Contacts: advanced contacts with support for multiple phone and email details per entry with personal thumbnail pictures, Notifications of missed calls shown on standby-screen, lock screen and events view, Contacts application combines phone and online contacts together, such as Skype and Facebook. Automatic and manual contact merging., Conference calling, Integrated handsfree speaker.  Sharing and internet  Browsing and internet Full web browsing of real web pages ; Fast and highly responsive browser based on Webkit2 technology; Multiple websites can be viewed in the live multitasking view; Full browsing history; Wide HTML5 support offers access to rich web applications and fast video playback; Supported markup languages: HTML5, CSS 3, XHTML; Supported protocols: HTTP v1.1; TCP/IP support; JavaScript support; Web search integrated to browser; Auto-completer for fast lookups; Dynamic top sites page for fast access to favourite web sites; Pinch gesture and double tap zooming; RSS reader; Support for streaming video; Unified notifcations for Facebook, Twitter and RSS feeds in the Events view; Social networking profiles and status updates merged into phone contacts; Social networking events visible in phone calendar.  Navigation  GPS and navigation Integrated GPS, A-GPS receivers; Ovi Maps with free voice-guided car and walk navigation; Ovi Drive optimised for in-car navigation; Wi-Fi network positioning; Download more maps via Wi-Fi straight to the device; Wi-Fi and Cellular network network positioning.  Photography  Camera 8 megapixel camera with Carl Zeiss optics; Wide-angle lens; True 16:9 imaging; Large lens aperture F2.2 for better and faster photos in low light conditions; Dual LED flash; Digital shutter; Continuous autofocus; Touch-to-focus and exposure lock; Focal length: 3.77mm / 28mm; F number/Aperture: F2.2; Still images file format: JPEG/EXIF/XMP; Digital zoom up to 4x for still images and video .  Image capture Camera settings: flash, scene mode, exposure, white balance, ISO, face tracking, aspect ratio and resolution; Automatic location tagging (geotagging) of images and videos; Images automatically taken in the correct orientation; Pinch zoom in Photos image viewer; View photos by tag, favourites, collection and slide show; Photo editor with fast non-destructive editing, one-touch autofix, red-eye removal, straighten; Automatic;; Motion Blur Reduction  Other Internal memory: 16 GB or 64 GB; High-speed USB 2.0 with micro USB connector for transferring photos to PC or Mac; Share photos online through Facebook, Flickr and Picassa; Photo sharing through NFC.  Video  Video cameras HD quality video capture in 720p resolution at 30 fps; True 16:9 video recording; Settings for scene, white balance and exposure compensation; Wide-angle lens; Continuous autofocus; Stereo sound recording  Video sharing and playback HD 720p video playback, Dolby Digital Plus; Support for download, streaming, and progressive download; YouTube browsing and streaming; Video sharing to YouTube; Wide range of codecs supported for easy transfer and play, minimising the need to transcode  Video codec and formats Wide codec support: H.263, MPEG4-SP & ASP, H.264 BP/MP, WMV9 / VC-1 and Mkv (Matroska); HD playback support: MPEG-4 SP, H.264 BP; HD capture support: MPEG4-SP.  Music and audio :  Music features Dolby Headphone for enhancing your music experience with headphones; Nokia Music store service in selected markets; Audio codecs: MPEG-4 AAC , eAAC, eAAC+, MPEG-1 audio Layer2 (MP2), MPEG-1 audio Layer3 (MP3), WMA 9, WMA Voice 9, WMA Lossless 9, WMA Professional 9 and 10, Dolby Digital Plus (AC-3 & E-AC-3), FLAC; Bit rate up tp 320 kbps.  Gaming :  Gaming Preloaded games: o Angry Birds Magic with NFC support o Galaxy on Fire 2 o Real Golf 2011 Use the touch interface to play games Support for OpenGL ES 2.0 enables 3D graphics  Package Contents  Standard Sales Package Nokia N9 all-screen smartphone; Nokia Fast USB Charger AC-16; Nokia Charging and Data Cable CA- 185CD; Nokia Stereo Headset; Get started guide; Product information leaflet; Cover  Recommended accessories : Nokia Play 360°; Nokia Wireless Music Receiver  First year revenue will be set at $200 million, based on sales of 300000 Nokia N9 units at wholesale price $666 per unit. At the second year, we plan to introduce to the Technology World the second generation Nokia smartphone N9-01 which offering the standard features: o Combines the two operating system (Windows Phone and MeeGo) o More languages are added for selling all over the world. o Upgrade the camera from 8MP to 12MP. 3. Competitive Review Besides Nokia, there are many famous brands that create their own specific products such as Apple, Samsung, HTC, Sony Ericsson. This lead to a high competitive smartphone market and create difficult pressure on Nokia. Apple o Advantages: Iphone 4S is stylish and popular all over the world. Iphone 4S displays 640 x 960 pixels onto a 3.5-inch screen, The Apple iPhone 4S uses a dual-core 1 GHz A5 processor to drive iOS 5, The Apple iPhone 4S records video at a maximum of 1920x1080 (1080p HD) . The Apple iPhone 4S appears to have generated very strong interest in the aftermath of the passing of Steve Jobs. The initial sales figures have it outselling all previous versions of the Apple iPhone, the Apple iPhone 4S comes with a huge improvement in performance over the preceding Apple iPhone 4. Talk time up to 14 hours for 2G network and 12 hours for 3G networks. [...]... design, 8.1 MP camera CHANNEL and LOGISTICS Review: Nokia N9 will be distributed globally focusing on the USA, Asia- Pacific and Europe Nokia has a worlwide network of retailers eventhough in Vietnam The most important channels are: - Retailers - Electronics Stores - Communication Store - Especially, Nokia N9 can also be sold through any mobile-phone-network-suppliers by contracts STRENGTHS, WEAKNESSES,... strong-fast- smart- cheap phone and Nokia N9 is the one that those people are looking for Threats  Too many brandnames in one markets  lack of awareness  China mobiles – It has made exact copy of Nokia N9  Cheap & wide range models from Motorola, LG, Samsung  Sales may decline due to global economic downturn  I phone 4S of apple, Galaxy S2 of Samsung – very strong competitors for Nokia N9  The N90 0... have to explore all- wasting time), the rumor that Meego OS will be deleted by Nokia for Windows Mobile improvements makes consumers worry about the N9 s future  Unlike other smartphones, N9 seems to be too different and strange for users (no-keyboard- phone) Opportunities  New growth markets, the new Meego Operating System 1.2 Harmattan is impressive design and friendly OS to users N9 is supported... person-topersoncommunication Other end-user services, however,have not taken off as expected in recent years.The primary reason for this slow take-up is that mostof these services do not fulfill the expectations of users Although ring tones are one example of successful person-to-content services, progress mustbe made for market take-up of other mobile dataservices such as: • Messaging (e.g., MMS and e-mail)... The current situation: Nokia has been losing its smartphone marketshare to the competitors (Apple, Samsung, Sony Ericsson, HTC, LG,…) because the top managers do not want to change the Nokia s tradition and they do not accept the truth that Nokia will lose its place in mobile phone market, they do not co-operate with the most popular and the most- loved Operating System Suppliers- Google,  Using core... brand but also of the whole market We hope to make the revolution in OS market that we own the best and easilest-using- Operating System- the MeeGo We will continue focusing on the communication, entertainment and connectivity that differentiate N9 from others Product strategy The Nokia N9 with all the features above will be sold with one and a half year warranty We will introduce to the customers... and CEO $500000 Budgets Total first year sales revenue for the Nokia N9 is projected at $200 million, with an average wholesale price of $666 per unit and variable cost of $600 per unit for a unit sales volume of 300,000 We anticipate a first year loss of up to $20 million on the Nokia N9 Break even calculations indicate that the Nokia N9 will become profitable after the sales volume exceeds 350,000... Serbia, Singapore, Slovenia, Sweden, Switzerland, The United Arab emirates and Viet Nam What marketing mixes When How Who Budget Promotion July 2011 Know customer‟s needs $1 million Build the marketing plan and customer service strategy Sales promotion August 2011 Put the customer service strategy to plan marketing and business Advertising promotion Personal promotion September 2011 October 2011 Advertising... a new series of smartphones as we did before ( Nokia N series- N70, N72…) To show that we do not need any co-operation with Google or Apple for using their Operating Systems We need to measure how much pleased the customers are by observing and taking response throw questionaire so we can evaluate what we “did” with our marketing system and our effort Marketing Strategy Today, the true “killer” data... the product‟s second year Our break even analysis of Nokia N9 s first smart phone product assumes per unit wholesale revenue of $666 per unit, variable cost of $600 per unit, and estimated first year fixed cost of 23,100,000 Based on these assumptions, the break-even calculation is 23,100,000/ ( $66 6-$ 600) = 350,000 units Controls We „re having a plan include control measures to closely monitor quality . Package Contents  Standard Sales Package Nokia N9 all-screen smartphone; Nokia Fast USB Charger AC-16; Nokia Charging and Data Cable CA- 185CD; Nokia Stereo Headset; Get started guide; Product. important channels are: - Retailers - Electronics Stores - Communication Store - Especially, Nokia N9 can also be sold through any mobile-phone-network-suppliers by contracts. STRENGTHS,. MARKETING PLAN – NOKIA N9 Huynh Thi Ngoc Huyen - BABAWE10530 Nguyen Hoang Gia - BABAIU10189 I. INTRODUCTION: Martin Cooper ( now chairman, CEO, and co-founder of Array