1、nokia客户细分战略介绍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 p
2、rices 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 Actual Busines
3、s Models are still effective to have two digits Operating Margin in MP Industry?No!New Value Added Businesses are necessaryConvergence is the main driver to enter in new BusinessesConvergence is not a pure sum of two different needs/industriesConvergence is something more:new Categories,new Business
4、es,new Experiences,new Benefits,new Markets Digital Contents High capacity Memories,fast Processors,longlasting batteries Stable and fast Operating System for Mobile Phones Wider Transmission Band(GPRS,UMTS,HSPA,)TechnologyConsumersLegislationCompetition“everything,everytime,everywhere”Needs of cust
5、omization(ring tones,wallpapers,UI,cover,etc.):Everybody has a MP Deregulation Liberalization Margin erosion Tough NegotiationsDrivers for ConvergenceWhats ConvergenceNokia Convergence Strategy:General ApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPush e-mailVoIPUMAMultimediaMPixMPE
6、G4MP3Carl ZeissHigh TouchDesignNew MaterialForm FactorSportNew MaterialSW FeaturesConvergence Strategy:New Requisites Complementary Strategy=Experience completion:High End User Price Not compelling Features Not recognized Brand in the new Business Frontal Attack Strategy=Product substitutionStrategi
7、esCompetitionPartnershipsAcquisitions Competitor now Partner:Siemens New Competitors:Apple,Sony PSP,Nintendo,Nikon,etc Co-Opetitors:Microsoft,Canon,HP,BleckBerry,Tom Tom,Yahoo Fundamental to complete the new Business Value Proposition and to gain credibility:Carl Zeiss,Gaming Publishers,Epson,Kodak,
8、Adobe,IBM,Oracle,JBL,Sennheiser,Bose,Top of the Pops,Tom Tom,Route 66,Skype,Flickr,Google Loudeye(OD2),Gate5,Intellisync.and more to comeCompany ConfidentialWhat is our starting point?6 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsVision and MissionIn a world where everyone can be connected,we take
9、 a very human approach to technology.Company ConfidentialTowards the four billion milestone8 2005 Nokia 07 Catania-Nokia for SMSSource:Global brand tracking data ex Japan-Korea.Brand preference weighted by population.#2 CompetitorNokiaOthers2004 2005Q206Global Brand Preference%Brand Preference by Ar
10、eaChinaAPACLatin AmericaN.AmericaMEAEurope39 43 45Nokia wins consumers hearts and minds by 4:1 marginItalySource:Interbrand Corp,Business Week,July 20061.2.3.4.5.7.8.9.10.Value Change 2005 vs.06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.and is one of the most loved and fastest growing brands in the world.Nok
11、ia:Brand Number 6 First European Brand First non-US Brand First Telco BrandWhy is this important?Because great brands help grow gross marginASPVolumeMarketPressurewhile building long term brand equity.?and while we are all the same we have different needsCompany Confidential “I expect the new global
12、 consumer segmentation model to re-install our reputation as having the best consumer understanding in the industry”Olli-Pekka Kallasvuo August 2005Nokias Consumer Segmentation is of key strategic importance15 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialNokias segmentation mode
13、lPortfolio PlanningProduct CreationCampaign Development SalesPortfolio ManagementCategory Management DesignProduct ManagersProgramme ManagersTPO ManagersCampaign ManagementCampaign PlanningCountry MarketingMarketing planningCountry ManagementAccount TeamsSales Teamin place from planning through to s
14、ales ensuring aTargeting consumers with the right messagesQuantification of new solution opportunitiesSelling solutions to customers to address specific consumersSolution targeting specific desires of specific consumers16 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsGlobal segmentation Continuously
15、 refreshable research 10 billion data points 77,000 Consumers x 1.5 hour interview 21 countries 122 questions Understanding of:Values,Beliefs,Attitudes,LifestyleCompany ConfidentialNokia Consumer Segmentation:a two dimensional space-the AxisRationalAspirationalHigh InvolvementLow Involvement18 2005
16、Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialVertical Axis based on behaviorHigh InvolvementLow InvolvementHow do consumers actually behave?Replace phone every 6 monthsTend to pay higher price for mobileTend to buy from well known brandsMore design driven purchasing behavior19 2005 N
17、okia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialHorizontal Axis based on attitudeRationalAspirationalWhat do consumers want?lI use my Mobile Phone as a fashion accessorylI would prefer a mobile phone that is great looking rather than having the latest featureslI would be willing to own d
18、ifferent Mobile Phone in different situationslI am embarrassed if my Mobile Phone looks outdatedlI would like to keep up to date with the latest fashion trends20 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialKey Attitudes:the quadrantsRationalAspirationalHigh InvolvementLow Invol
19、vementMobile Phone as empowerment toolMobile Phone trend leadersMobile Phone trend followersMobile Phone only when necessary21 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialItalian Segmentation ModelYoung Explorers(10.3%)Technology Stylists(5.2%)Style Leaders(5.3%)Style Followers
20、(6.3%)Family Providers(12.5%)Life Jugglers(6.3%)Pragmatic Leaders(3.4%)Life Builders(8.9%)Image Seekers(0.0%)HIGHERINVOLVEMENTSimplicity Seekers(34.3%)Mature Acceptors(5.6%)Technology Leaders(3.4%)LOWERINVOLVEMENTRATIONALASPIRATIONAL(non-existent in Europe)Key consumer need around modernity the late
21、st and best technology is a key driver.Key consumer need around style/fashion.Design conscious consumers.Require well designed stylish productsMore mainstream segments,but tend to be younger in demographics.Slower technology adoptionMore rational attitudes.Key consumer need is the device as a tool f
22、or empowermentLess involved with mobile telephony and consumer need is around a basic communication device22 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsCompany ConfidentialGlobal Segment SizesItalyWave 1ItalyWave 2Young Explorers(7.9%)6.9%10.3%Technology Leaders(6.1%)3.6%3.4%Technology Stylists(6
23、.4%)1.1%5.2%Style Leaders(10.6%)4.5%5.3%Image Seekers(7.2%)NENEStyle Followers(6.3%)6.7%4.8%Family Providers(10.3%)21.6%12.5%Simplicity Seekers(13%)28.1%34.3%Mature Acceptors(7.6%)1.9%5.6%Life Jugglers(3.8%)7.1%6.3%Pragmatic Leaders(7.1%)6%3.4%Life Builders(13.9%)12.4%8.9%Italy Re-Fresh Segmentation
24、 MapYoung ExplorersTechnology LeadersTechnology StylistsStyle LeadersStyle FollowersFamily ProvidersSimplicity SeekersMature AcceptorsLife JugglersPragmatic LeadersLife BuildersImage SeekersSI=Statistically InsignificantNE=Non ExistentGlobally,11.1%of market has moved onto or above horizontal involv
25、ement axis(=most segments above axis have grown)23 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsFour categories to help people navigateYoung Explorers(7.9%)Technology Stylists(6.4%)Style Leaders(10.6%)Style Followers(6.3%)Family Providers(10.3%)Life Jugglers(3.8%)Pragmatic Leaders(7.1%)Life Builder
26、s(13.9%)Image Seekers(7.2%)Simplicity Seekers(13%)Mature Acceptors(7.6%)Technology Leaders(6.1%)RATIONALASPIRATIONALSmart and collaborative business solutionsAchieveNokia EseriesAchieving togetherLiveDesign and style leadershipInspiring the sensesConnectEssence of Nokia through balance of style and
27、proven benefitsConnecting simplyInnovation and technology leadershipExploreNokia NseriesSharing discoveriesImprove marketing yieldSharing DiscoveriesAchieving Together Connecting SimplyNokia connects people through very human technology to help them feel closeWe believe life is better when sharedWe
28、believe everyone achieves more when working togetherWe believe experiences are more valuable when sharedWHATWeBelieve WHATWePromise expressed through Nokia Connecting PeopleEXPLOREConnectACHIEVECONNECTLIVEWe believe people need inspiration to bond even deeperInspiring Sensesexpressed through Nokia C
29、onnecting People1Nokia brand4Categories2Sub-brandsWith distinct tonalities,not multiple personalities.What this means for usSustainable industry leadershipOptimal product portfolio offering per category Improved marketing yealdby in-depth understanding of consumer needs per segmentCompany ConfidentialThank you28 2005 Nokia V1-Filename.ppt/yyyy-mm-dd/Initials
