nokia客户细分战略介绍PPT

• Complementary Strategy => Experience completion:
• High End User Price
Strategies
• Not compelling Features • Not recognized Brand in the new Business
• Frontal Attack Strategy => Product substitution • Competitor now Partner: Siemens Competition • New Competitors: Apple, Sony PSP, Nintendo, Nikon, etc… • Co-Opetitors: Microsoft, Canon, HP, BleckBerry, Tom Tom, Yahoo
Brand Preference by Area
Nokia Europe Italy MEA N. America Latin America APAC 2004 2005 Q2’06 Others #2 Competitor
China Global Brand Preference % 39 43 45
Nokia Convergence Strategy
MUMM Conference Day 2007 Rome, 9th May
Background scenario
• Lower Global Average Selling Price => lower Margins • Mature Markets (Europe and North America): one digit growth => tough competition for Brand switchover and investments for loyalty • High Subsidy by Telecom Operators => tough negotiations and strong consumers’ attitude to lower prices • Booming Markets (China, India and Latin America) but low range products => low Margins • Faster commercial product lifecycle => high Investments in R&D • Mix of financial investments coming from Multi-Businesses Companies • Quite strong Convergence demand coming from Mobile and Fixed Operators
very human
to
technology.
Towards the four billion milestone
Company Confidential
8 © 2005 Nokia 07 Catania - Nokia for SMS
Nokia wins consumers hearts and minds by 4:1 margin…
Actual Business Models are still effective to have two digits Operating Margin in MP Industry? No! New Value Added Businesses are necessary
Convergence is the main driver to enter in new Businesses
Company Confidential
16 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Global
segmentation
• Continuously refreshable research • 10 billion data points • 77,000 Consumers x 1.5 hour interview • 21 countries • 122 questions • Understanding of: Values, Beliefs, Attitudes, Lifestyle
Why is this important?
Because great brands help grow gross margin…
ASP
Market Pressure Volume
…while building long term brand equity.
the same
…and while we are all …we have different needs
• Fundamental to complete the new Business Value Proposition and
to gain credibility: Partnerships Acquisitions
• Carl Zeiss, Gaming Publishers, Epson, Kodak, Adobe, IBM, Oracle, JBL, Sennheiser, Bose, Top of the Pops, Tom Tom, Route 66, Skype, Flickr,Google • Loudeye (OD2), Gate5, Intellisync .....and more to come
Low Involvement
Vertical Axis – based on behavior
High Involvement
How do consumers ia’s Consumer Segmentation is of key strategic importance “I expect the new global consumer segmentation model to re-install our reputation as having the best consumer understanding in the industry”
Quantification of new solution opportunities Portfolio Management Category Management Design
Product Creation
Solution targeting specific desires of specific consumers Product Managers Programme Managers TPO Managers
Source: Global brand tracking data ex Japan-Korea. Brand preference weighted by population.
… and is one of the most loved and fastest growing brands in the world.
• Digital Contents • High capacity Memories, fast Processors, longlasting batteries • Stable and fast Operating System for Mobile Phones • Wider Transmission Band (GPRS, UMTS, HSPA, …) •“everything, everytime, everywhere”
• Liberalization
Competition
• Margin erosion • Tough Negotiations
Nokia Convergence Strategy: General Approach
Experiences Mobile Business
Wi-Fi/Wi-Max
Multimedia
Technology Drivers for Convergence
Consumers
•Needs of customization (ring tones, wallpapers, UI, cover, etc..): • Everybody has a MP • Deregulation
Legislation
What is our starting point?
Company Confidential
6 © 2005 Nokia V1-Filename.ppt / yyyy-mm-dd / Initials
Vision and Mission
In a world where everyone can be connected, we take a approach
Value Change 2005 vs. ’06
1. 2. 3. 4. 5.
-1% -5% +5% +4% -9%
6.
7. 8. 9. 10.
+14%
+12% +5% +6% +9%
Source: Interbrand Corp, Business Week, July 2006
Nokia:
• Brand Number 6 • First European Brand • First non-US Brand • First Telco Brand
Campaign Development
Targeting consumers with the right messages Campaign Management Campaign Planning Country Marketing Marketing planning