Toon Hoi Theng 1001128790 Aditya Pratama Putra 1001129192

Lau Meow Yean 1001130096 Jacqueline Sornia Lourdes Paul Xavier

1001130269 Chong Seakny 1001334694

best known for its revolutionary wireless communication technologies, which have connected billions of people through networks and mobile phones

Before 90s = glory years of Nokia After 90s = began of downhill rapidly development of Nokia was present through the

partnership in between Nokia and Microsoft Lumia = series is a line of smartphones and tablet

computers designed and marketed by Nokia USP of Lumia 1020 : offers an amazing camera

experience with a solid Windows Phone 8 experience in a modern smartphone with different color of phones

Perception Mapping Brand Value

Nokia Lumia 1020

Samsung Galaxy S4

Apple iPhone

Low Price High Price

Sony Xperia Nokia Lumia 1020

Product Value

SWOT Analysis

Strengths 1.Cell phones have become the camera of choice for people 2.Using the latest operating system Windows Phone 8 3.Updated specifications

Weakness 1.Price is expensive 2.Poor battery life 3.Non-removable battery

Opportunities 1.Upgrade the accessibility and connectivity to the social media 2.Reset the price of Nokia Lumia 1020 3.Advertise the product through different series of integrated marketing communication

Threats 1.The market is quite cluttered with very strong global brand players 2.Consumers unwilling to try the product due to being influenced by the others 3.Design of new preferences is too playful

Competitors Samsung Galaxy S4, Apple Iphone, and Sony Xperia due

to all of these smartphones was focus on their camera as well

Problem Statement Nokia sales started to drop and started losing

customers to its competitors in 2007 losing out to its competitors because it does not update

its model was late to venture into the smartphone business the specification and features of Nokia smartphone

fails to capture the audience Consumers unwilling to try a new feature of a phone as well

as losses their confident towards the brand of Nokia

Target Audience Young adult aged 18 – 30 People who love camera first above other mobile

phone gadgets Modern, youthful, tech savvy and high

expectations Thinkers and survivors

Realistic (Current Situation)

Ideal (Hopeful Situation)

Consumers unwilling to try Windows phone and lost trust towards Nokia

Consumers are attracted to the new Nokia Lumia 1020

Objectives To increase sales of Nokia Lumia 1020.

(Marketing) To create the needs for the consumers of using

Nokia Lumia 1020. (Public Relations) To increase the brand awareness of Nokia Lumia

1020. (Branding) To reach 60% of the target audience. (Advertising)

Price Charm pricing : the price for Nokia Lumia 1020 is RM 1199

Promotion Qualitative promotion extended warranties a free good quality neon color phone case worth RM100

Place Rumble Four colors of Nokia Lumia 1020 which is yellow, black,

white and red will be place neatly at the counter ‘active shelving’ to encourage purchase of the product

Product

People Good services always left good impressions Training includes the service knowledge,

interpersonal skills and information about Nokia.

Physical Evidence Nokia Lumia 1020’s packaging- Neon attract the consumer the first smartphone with neon color packaging

Process the origin of the product, the progressions of

making the product and the end product and its endpoint

Two steps: Linear , Connection -> the timeline from their first mobile phone to the current Nokia Lumia 1020

Press Agentry ◦ Gadget Magazine ◦ Television ◦ Radio ◦ Newspaper ◦ Youtube Vlogers (Video Bloggers) ◦ Gadget Bloggers

Social Media ◦ Facebook ◦ Twitter ◦ Instagram

Asymmetrical ◦ Using photographer’s statement to support the

Unique Selling Point (USP) of our product. ◦ E.g. Hiring 3 photographers on Asia to testify that

Nokia’s camera is the best camera compare to other smartphones.

Symmetrical ◦ Road show To promote the product and to provide platform

for consumers to gain more knowledge about our product.

◦ Q&A Section in our website To answers the costumers questions about the

product as well as helping to give them suggestions about the products.

Brand Value

Nokia Lumia 1020

Samsung Galaxy S4

Apple iPhone

Low Price High Price

Sony Xperia Nokia Lumia 1020

Product Value

Brand Story Unique product color Megapixel of the camera Multiple camera applications Longer usage battery life To fulfill consumer’s need in the market Follow the latest trend

Brand Strategy (Brand Architecture) House of brand under Microsoft First window phone Develop a brand new operating system that

couldn’t found in other competitors

Advertising is all about reaching to the mass audience in large. Advertising is kept straightforward to the point and it is brief. - 41 megapixel camera. Grabs attention with the creative plan. Using ATL (Above-The-Line) which is TV Commercial and Online

Components (Youtube). It’s a different kind of noise which would help to achieve the

objective which is to have a large reach and frequency. Best value for money, though its costly but larger reach Money and Placement : Experiencers - People who live with the social circle – ‘experiencing’ the

atmosphere and surrounding. - Highly motivated with : Brands that reflect peer acceptance

targeted people by using photographers as their ambassadors as well as to gain more trust from people

hire few vloggers and bloggers to review about the features of the phone and also the camera as their number one USP

meeting them directly and give them more knowledge of the product