Marketing Events Strategy for Nokia United Kingdom - Case Study Example

Events Plan for Nokia UK May 17, I. Introduction To this generation, mobile phones are no longer about calling or texting only. Gone are the days when mobile phones are used solely for communication purposes, and when phones outdo each other only in terms of aesthetics and basic features. Now mobile phones are more than just gadgets for voice and short messaging communication, but also as data carriers and good tool for hobbyists and enthusiasts. This is why Nokia is focused on developing more softwares, applications and mobile phone models that are geared towards enhancing customer satisfaction as far as communication tools are concerned. To do these, Nokia forged tie ups with partners which include Microsoft Communicator Mobile, towards the enhancement of unified communications proposition (Microsoft Communicator Mobile for Nokia Debuts 2010). As a result, new applications for new handsets have been released, initially available to certain models such as E72 and E52. On top of these, there are also new features that aim at achieving customer convenience – the touch screen feature similar to Iphone, mobile internet browsing using the latest technologies, development of Ovi maps, among others. These consumer-friendly features are what drive the company to further work on its Marketing, Advertising and Promotional activities to reach the target market. Half of the job is to continue developing the brand, while half is to continue developing the market reach through advertisements and events. II. Analysis History Nokia was a paper and rubber business back in the 1800s, eventually transforming into a cable and electronic business during the first decades of the 1900s. In 1979, it focused on the mobile phone making business (Story of Nokia 2010). However, it was in 1992 that they made a strategic decision to focus on Telecommunications by launching its 2100 series which sold approximately 300% more than the target (Nokia History 2010). Nokia remains to be the world’s top selling handset manufacturer with market share of 35% versus over ten competitor brands during the first quarter of 2010. However, this reflects a decline of 1.2% from last year’s sales, presumably from the decline in sales of their high end phones. What constitutes the current market share is the presence of its mid end phones that offers both benefits and cost efficiency (Gartner Says Worldwide Mobile Phone Sales Grew 17% In First Quarter 2010). As such, with the continuous product development of the other handset manufacturers, Nokia is pressured to maintain market stature as the leading company. Culture and Aims Nokia is at the top of their game. In reality, no other handset manufacturers have come close as far as market share is concerned. Nokia basks in its brand strength, which reflects on how people anticipate the newest innovations from the company. The company still aims to remain on top by becoming the leading provider of mobile solutions, especially dedicated to deliver seamless integrated solutions while maintaining the best relations with its customers. (Innovation Leaders 2010) Past Events To address these issues, Nokia continuous to aggressively implement marketing activities to help boost sales and promote consumer awareness (Nokia – It’s Tough being # 1 2010). From last year, consumer friendly events have been launched to sustain brand equity and to establish good camaraderie with the target market. Among the strategies include the Calling All Innovators UK 2009 event (CallingAllInnovators.Com. 2010) and the Rock Up and Play Gig that aimed to bring closer the products to the target market (Nokia Connecting People 2010). These events invite the target market to participate and experience the Nokia phones themselves by the series of sampling activities, enabling the target market to feel, touch and momentarily use the handsets being promoted. Future Plans Moving further, Nokia plans to expand its product line by focusing on producing phones that have touch screen features, and that it would also offer the first Maemo 6” mobile computer” this year (Nokia’s Future Plans 2010) Strengths/ Weaknesses Nokia is Nokia. The brand speaks for itself. This strength is based from the fact that it has succeeded in many aspects where most of the other brands failed. On top of the technology, Nokia positioned itself as having a recognizable brand personality - the human dimension that connects with its users (Nokia-Building a Powerful Technology Brand 2010), Anywhere in the world, people will recognize the brand simply because it has been successful in launching and producing top of the line handset models that suit the people’s interests and needs. This is primarily the strength on Nokia. And it follows that with this strong brand comes market leadership in most parts of the globe. Nokia sells the most handsets compared to all other be manufacturers. The business is thriving even in most developing countries. It is obviously the handset of choice among the target market. However, the fact that it is strong on low and mid end handsets might be considered a weakness. Its top selling models cater to the low to mid end market, while some manufacturers concentrate on producing high end handsets which they aim to sell at higher prices and in bulk. These are fancy phones that showcase a lot of features simultaneously. Nokia is known for producing phones that limit capabilities. They do not put all the most popular features into one single phone, but to several models which make it difficult for the consumer to choose from. Previous/ Current Events As mentioned previously Nokia, among the strategies include the Calling All Innovators UK 2009 event (CallingAllInnovators.Com. 2010) and the Rock Up and Play Gig that aimed to bring closer the products to the target market (Nokia Connecting People 2010). These events aim to invite the target market to participate and experience the Nokia phones themselves by the series of sampling activities, enabling the target market to feel, touch and momentarily use the handsets being promoted III. Recommendations It seems that Nokia’s positioning as youth friendly still provides them the edge over competitors. While others similarly implement marketing strategies, Nokia continues to befriend its target market with regional and local events, being careful not to alienate them with the developments in its product line up. The company makes sure that for every new product innovation, there is a corresponding way to make the common consumer understand and appreciate the new phones and relate these to their own lives. Nokia creates a need for their phones by making the target market realize what they are missing if they do not get a Nokia phone. Furthermore, consumers still regard Nokia phones as user friendly, quick to provide consumers convenience in terms of their communication and media needs. This strong relationship between Nokia and its customers proves that the partnership will overcome whatever changes lies in the future. Brand equity is the result of such relations. And this edge should be further utilized by Nokia for their future events. The writer then recommends the implementation of The Nokia Road show. Main strategy would be Partnership with local dealers to showcase latest phone models through pockets of events to be rolled out in major malls and universities across London and the rest of UK. The program aims to promote experiential marketing, whereby the target market will be made felt the products being promoted to eventually lead them not only to patronize the product, but to make it part of their lifestyle. By catering to these events, they let the brand into their lives and actually incorporate the products with the choices they make. Nokia in identified places such as stadiums, event halls and malls is a common sight in the UK. But more than that, the company must focus on the streets, going grassroots with its campaign to widen the market share. It must not be satisfied with having customers walk into dealer stores and showrooms, and should try to expand my camping out in targeted areas such as universities. As part of phase one, a Road Show team would conduct specific partnerships with dealers to achieve their goals. Nokia will provide the modules, merchandising collateral materials, artists, sound systems and other logistical requirements. Actual selling will also be conducted in these booths as form of assistance to the dealers. Stocks will come from dealers, and so do sellers. The role of the dealers is to market and sell, while Nokia’s role is to merchandise and oversee logistical requirements. The next step is to identify key areas where selling activities would be conducted. Aim is to identify five major malls, where space rental would obviously be expensive, but worth it. These major malls are home of Nokia’s target market, and the company is ensured that the market is captured. Modules and booths will be systematically designed, whereby customers will go through a series of activities that would enable them to touch and feel live demo units. After these activities, there would be some sort of a rewards program, a mini raffle where they could win premium prizes and ultimately a mid end handset. Each mall location would hold one major raffle draw, with an allocation of one mid end handset each, coming from Nokia’s promotional budget. Besides renting spaces in malls, there will also be partnerships with university organizations which would enable them to bring the products on location. This will form part of Phase 2. Set up will be similar to mall activity, but would probably be more appropriate for an outdoor set up. Nokia wants to be at the center of activities, and will be where the crowd is. Of course, it would be a little tough getting through university management, but with a little show of support for university advocacies and activities, and pledging long term partnerships with particular organizations, Nokia will definitely be able to clinch a spot in university activities. To be more student friendly, Nokia will tailor fit activities that would interest the students. Perhaps a more low key Innovation program may be introduced such that students will be encouraged to develop programs that may be integrated into the Nokia phones. The competition will initially be held per school whereby schoolmates will vie for a spot in the finals. Each representative would have to present an application innovation that would be judged, and eventually be carried over to the finals. In the end, all ten universities will compete for the grand prize by creating the most innovative application. Rewards would be new phones for the members and local travel with accommodation to a tourist destination within UK. For both mall and university events, a local artist will be commissioned to render entertainment for customers. This is to make the onlookers relax and linger for some moments more, presumably to let them feel the Nokia phones more and eventually entice them to purchase. Moreover, a relaxing atmosphere coincides with the brand image of being cool and hip. Nokia phone users may be given exclusive seats to the events. A sustaining activity in relation to those mentioned above would be strengthening partnerships with service providers by initiating in store merchandising in selected stores country wide. Nokia will initiate thematic campaigns in these stores by bringing in modules and designs that coincide with the theme being celebrated while highlighting the features of the products being marketed. Live demo units will likewise be featured to make the consumers touch and feel the handsets, There will be manpower support as well so that there will be more people to cater to questions and inquiries. The manpower support will also be commissioned to conduct demo of the phones, including sampling of applications and accessing other phone media features. The thrust is to be as informative as possible. By letting people know the features of the product, there would be more chances of getting them buy the phones. These activities will of course be supported with tactical media campaigns involving print, radio and below the line efforts such as merchandising materials available in identified sales channels. Events would not be successful without a strategically planned communications plan involving advertisement announcements. How else would the company let the target know of the upcoming events if not through media campaigns? On top of these traditional ways, the company website will play a major role in announcing the events and promotional campaigns lined up. The website itself will be able to reach audiences not only in UK but worldwide as well. This brings the much needed attention to the events. IV. Conclusion Trade Marketing is probably the common direction that consumer brands go to at this point. While traditional marketing aims at brand awareness and recall, these events aim to produce outright sales. It veers away from just introducing new phones to the market, but more importantly, it targets income generating activities that would ensure quick returns to the company and the dealers that support the business. To evaluate the program, the real way to measure is to look at the actual sales. By doing… Did it increase from last year’s? Did it enable the dealers to move inventory at a faster pace? Did the dealers profit better with these types of events? Are they ordering more units than they used to? If the answers to these questions are on the affirmative, then the events are truly a success. Reference List Microsoft Communicator Mobile for Nokia Debuts. Nokia. Retrieved May 20, 2010 from http://www.nokia.com/press/press-releases/showpressrelease?newsid=1411902 Gartner says worldwide mobile phone sales grew 17% in first quarter. Gartner News Room. Retrieved May 20, 2010 from http://www.gartner.com/it/page.jsp?id=1372013 Calling All Innovators. CallingAllInnovators.Com. Retrieved May 20, 2010 from http://www.callingallinnovators.com/uk/ Nokia Connecting People. Retrieved May 20, 2010 from http://www.nokia.co.uk/services-and-apps/old-music/events Story of Nokia. Nokia Connecting People. Retrieved May 25, 2010 from http://www.nokia.com/about-nokia/company/story-of-nokia/the-move-to-mobile Nokia History. Retrieved May 25, 2010 from http://www.about-nokia.com/history/ Innovation Leaders. Retrieved May 25, 2010 from http://webcache.googleusercontent.com/search?q=cache:RR_WVp3yNX0J:www.innovationleaders.net/nok_company_profile.html+Nokia+company+leading&cd=4&hl=tl&ct=clnk&gl=ph Nokia – It’s tough being # 1. Retrieved May 25, 2010 from http://www.scribd.com/doc/29576343/Nokia-Eisha Nokia’s Future Plans. Nokia. Retrieved May 26, 2010 from http://www.feelphones.com/2009/12/02/nokias-future-plans/ Nokia – Building a Powerful Technology Brand. Branding Asia.com. Retrieved May 26, 2010 from http://www.brandingasia.com/cases/nokia.htm Read More