nokia international care plan offer 2013

Summary

I – Care service market II – Strategy III – Recommendation IV – Planning V – Budget

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I – Russian market II – Strategy III – Planning IV – Budget V – Measures

Part 1 Part 2

/ – Care service market A. Nokia Care consumer attitudes & experiences

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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.

Experiences towards Nokia Care

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Positive Negative à Confusion on the post-

purchase service à A lot of investments in

research and development department to propose innovation

à  It’s a brand that people

like to talk about

à The post-purchase service like the repair service is very long

à A lot of people had

problems after a repair on their phone

à Different models have the

same problems à People can’t negotiate with

the repair staff, people have to trust their expertise

Insights §  People can’t live without their phone anymore. They need a fast and ef!cient repair service.

§  It’s always dif!cult to join the repair service. §  They are looking for listening and attention.

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B. Nokia Care service and competitors

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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

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

A. Targets and objectives � �

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// - Strategy

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 traf!c - Develop loyalty - Create WOM process – community


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// - Strategy

Secondary group target: Professional Nokia Users

Objectives: - Inform about the new care offer - Attribute distinctive qualities to the Nokia Care offer - Transmit con!dence and security values


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// - Strategy

In"uencer group target: -  Nokia international employees, -  Press, -  Opinion leaders, -  Bloggers, -  In"uencers in the telco and communication markets.

Objectives: - Inform about the speci!city of the program - Encourage to promote the Nokia Care offer - Increase visibility of the digital and in-store plan

B. Nokia Care Positioning �

Concept:

Flexible and

Customisable offer.

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B. Nokia Care Positioning

Positioning:

Nokia, an online and in-store, customisable service

that brings collective solutions.

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B. Nokia Care Positioning

Promise:

Nokia Care, the choice of a

customisable service.

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A. Nokia Care offering Design a "exible offer for every user:

/// - Recommendation

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Universe

Planet

Star

Comet

1.1. Star Offer

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Online registration: -  Personal account -  5 Go storage -  Data synchronisation via Nokia Care app Warranty: Nominative Repair: -  Phone repaired in your country -  A loan phone provided when repair exceeds 3 weeks -  Repair process information online

2 years warranty

6 months Charger, desk stand, battery,

cover

3 months Handset, cable,

softwares

1.1. Star Offer

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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.

1.2. Comet Offer

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Online registration: -  25 Go storage

Warranty: -  3 years warranty Speci!c Damages: Theft, loss, water damage, food or chemical damage, dropping damage

1 clause 3 years

2 clauses 3 repairs

OR

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Accessories warranty: charger, desk stand, battery, cover

2 changes 1 item

1 change 2 items

OR

Other accessories warranty: headset, cable, softwares

6 months warranty

1 new item

OR

Continental warranty

1.2. Comet Offer

1.2. Comet Offer

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Repair period: -  If it exceeds 2 weeks

-  Noti!ed 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

Loan phone

Same or higher quality

No phone 1 week repair

OR

1.2. Comet Offer

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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.

1.3. Planet Offer

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Online registration: -  50 Go storage

Warranty: -  4 years warranty Speci!c Damages: Theft, loss, water damage, food or chemical damage, dropping damage

1 clause 4 years

2 clauses 4 repairs

OR

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Accessories warranty: charger, desk stand, battery, cover

18 months warranty

1 items 3 changes

OR

Other accessories warranty: headset, cable, softwares

1 year warranty

2 new items

OR

International warranty

1.3. Planet Offer

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Repair period: -  1st day of repair period, you’ll bene!t from:

-  Noti!ed 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

Loan phone Same or higher

quality + DATA

TRANSFERRED

No phone 5 days repair

OR

Refund based on a ratio of your

warranty use

If a new phone is bought, warranty is transferred

OR

1.3. Planet Offer

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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.

1.3. Planet Offer

1.4. Universe Offer

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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 of!ce (additional costs)

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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:

1.4. Universe Offer

1. Nokia Care Website

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SEO SEM

WEB Responsive

Back links

Like Box

B. Online

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Tips &

tricks Support

Scan analysis

Contact

2. Nokia Care App B. Online

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3. Facebook // Twitter B. Online

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Global advice C. Nokia Care In-store

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Out!t C. Nokia Care In-store

In-store

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Sync Battery charge

Log in

Expert

In-store

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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

D. Online communication

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Launch of the new Care offer: -  Premiere organised in the biggest Nokia Care Centre, in capital cities, -  Presentation with video -  In"uencers and press members invited -  Information displayed on Facebook and Twitter -  Goodies

PR: -  Press releases and USB keys

E. In-store communication

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JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Direct marke+ng

SEM

Banners

Video presenta+on

Press

Nokia Care In-‐Store

Facebook

Twi@er

Website

/V- Planning

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V - Budget

15%

10%

5%

5%

35%

10%

5%

5%

10%

SEM

Banners

Direct markeMng

PresentaMon video

SynchronisaMon and baUery terminal

Lounge area

Premiere invitaMon

Goodies

Leaflets

Russian Extended warranty

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-  Largest country in the world, 83 states -  People are mainly gathered in the Western part

-  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

4 major operators :

/- Russian market A. Mobile market

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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

B. Nokia position

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-  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



Search Engine

-  Yandex = 62.7% of the search engines market shares -  Google = 36%

C. Use of new media

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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

D. Insights

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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

//- Strategy A. Extended Warranty offer

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Accidental damages : - Theft, - Loss, - Droppings, - Water damages, - Screen breaks.

Warranty transfer:

1 clause 2 years

2 clauses 3 repairs

OR

Refund based on a ratio of your

warranty use

If a new phone is bought,

warranty is transferred

OR

A. Extended Warranty offer

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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.

A. Extended Warranty offer

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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

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

1. yandex.ru : Russian Search Engine 2. vk.com : Vkontakte (Russian Facebook) 3. Google.com 4. Google.ru, via sponsorized links, SEM 5. Mail.ru

6. Youtube.com, 7. Odnoklassniki.ru 8. Facebook 9. Live internet.ru 10. Livejournal.com

B. Communication online

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Packs - 2 packs for retailers :

•  Basic pack : POS advertising : 300€ (given for free to Eastern retailers)

Lea"ets Goodies (pens, beanies...) Ground stickers Posters

•  Advanced pack : POS advertising : 500€

Synchronisation & loading terminal Advertising wall lamp (Nokia’s logo

Lea"ets Goodies (pens, USB keys, beanies, key rings) Ground stickers Posters

C. POS Campaign

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EVENT

-  Digital interactive "oor 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

C. POS Campaign

-  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.

Nokia retailer Tour

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PLANNING 2014 -‐ NOKIA CARE RUSSIA JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 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

///- Planning

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/V- Budget

10%

20%

5%

5%

10% 10%

20%

10%

10%

SEM

E-‐mailling

Banners

A presentaMon video

Goodies

POS

SynchronisaMon and baUerie terminal

Nokia's cars

Event

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V- Measures Both campaigns should be measured.

Return on

Influence

Should measure : - Attitude and intentions - Interaction rate - Commitment - Talk rate - Af!nity rate - Loyalty

Return on

Investment

53 THANKS NOKIA

nokia international care plan offer 2013

Marketing