nokia客户细分战略介绍PPT.ppt

NokiaConvergenceStrategy,MUMMConferenceRome,9thMay,Backgroundscenario,LowerGlobalAverageSellingPrice=lowerMarginsMatureMarkets(EuropeandNorthAmerica):onedigitgrowth=toughcompetitionforBrandswitchoverandinvestmentsforloyaltyHighSubsidybyTelecomOperators=toughnegotiationsandstrongconsumersattitudetolowerpricesBoomingMarkets(China,IndiaandLatinAmerica)butlowrangeproducts=lowMarginsFastercommercialproductlifecycle=highInvestmentsinR&DMixoffinancialinvestmentscomingfromMulti-BusinessesCompaniesQuitestrongConvergencedemandcomingfromMobileandFixedOperators,ActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinesses,Convergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarkets,DigitalContentsHighcapacityMemories,fastProcessors,longlastingbatteriesStableandfastOperatingSystemforMobilePhonesWiderTransmissionBand(GPRS,UMTS,HSPA,),“everything,everytime,everywhere”Needsofcustomization(ringtones,wallpapers,UI,cover,etc.):EverybodyhasaMP,DeregulationLiberalization,MarginerosionToughNegotiations,DriversforConvergence,WhatsConvergence,NokiaConvergenceStrategy:GeneralApproach,ConvergenceStrategy:NewRequisites,ComplementaryStrategy=Experiencecompletion:HighEndUserPriceNotcompellingFeaturesNotrecognizedBrandinthenewBusinessFrontalAttackStrategy=Productsubstitution,PartnershipsAcquisitions,CompetitornowPartner:SiemensNewCompetitors:Apple,SonyPSP,Nintendo,Nikon,etcCo-Opetitors:Microsoft,Canon,HP,BleckBerry,TomTom,Yahoo,FundamentaltocompletethenewBusinessValuePropositionandtogaincredibility:CarlZeiss,GamingPublishers,Epson,Kodak,Adobe,IBM,Oracle,JBL,Sennheiser,Bose,TopofthePops,TomTom,Route66,Skype,Flickr,GoogleLoudeye(OD2),Gate5,Intellisync.andmoretocome,62005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,Whatisourstartingpoint?,VisionandMission,Inaworldwhereeveryonecanbeconnected,wetakeaveryhumanapproachtotechnology.,82005Nokia07Catania-NokiaforSMS,Towardsthefourbillionmilestone,Source:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.,#2Competitor,Nokia,Others,2004,2005,Q206,GlobalBrandPreference%,BrandPreferencebyArea,China,APAC,LatinAmerica,N.America,MEA,Europe,394345,Nokiawinsconsumersheartsandmindsby4:1margin,Italy,Source:InterbrandCorp,BusinessWeek,July2006,6.,andisoneofthemostlovedandfastestgrowingbrandsintheworld.,Nokia:BrandNumber6FirstEuropeanBrandFirstnon-USBrandFirstTelcoBrand,Whyisthisimportant?,Becausegreatbrandshelpgrowgrossmargin,ASP,Volume,MarketPressure,whilebuildinglongtermbrandequity.,?,andwhileweareallthesamewehavedifferentneeds,152005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”,Olli-PekkaKallasvuoAugust2005,NokiasConsumerSegmentationisofkeystrategicimportance,162005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,Nokiassegmentationmodel,PortfolioPlanning,ProductCreation,CampaignDevelopment,Sales,PortfolioManagementCategoryManagementDesign,ProductManagersProgrammeManagersTPOManagers,CampaignManagementCampaignPlanningCountryMarketingMarketingplanning,CountryManagementAccountTeamsSalesTeam,Quantifiable,Actionable,Onemodelinplacefromplanningthroughtosalesensuringacommonlanguage,Targetingconsumerswiththerightmessages,Quantificationofnewsolutionopportunities,Sellingsolutionstocustomerstoaddressspecificconsumers,Solutiontargetingspecificdesiresofspecificconsumers,Globalsegmentation,Continuouslyrefreshableresearch10billiondatapoints77,000Consumersx1.5hourinterview21countries122questionsUnderstandingof:Values,Beliefs,Attitudes,Lifestyle,182005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,NokiaConsumerSegmentation:atwodimensionalspace-theAxis,Rational,Aspirational,HighInvolvement,LowInvolvement,192005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,VerticalAxisbasedonbehavior,HighInvolvement,LowInvolvement,Howdoconsumersactuallybehave?Replacephoneevery6monthsTendtopayhigherpriceformobileTendtobuyfromwellknownbrandsMoredesigndrivenpurchasingbehavior,202005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,HorizontalAxisbasedonattitude,Rational,Aspirational,Whatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrends,212005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,KeyAttitudes:thequadrants,Rational,Aspirational,HighInvolvement,LowInvolvement,MobilePhoneasempowermenttool,MobilePhonetrendleaders,MobilePhonetrendfollowers,MobilePhoneonlywhennecessary,222005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,ItalianSegmentationModel,YoungExplorers(10.3%),TechnologyStylists(5.2%),StyleLeaders(5.3%),StyleFollowers(6.3%),FamilyProviders(12.5%),LifeJugglers(6.3%),PragmaticLeaders(3.4%),LifeBuilders(8.9%),ImageSeekers(0.0%),HIGHERINVOLVEMENT,SimplicitySeekers(34.3%),MatureAcceptors(5.6%),TechnologyLeaders(3.4%),LOWERINVOLVEMENT,RATIONAL,ASPIRATIONAL,(non-existentinEurope),Keyconsumerneedaroundmodernitythelatestandbesttechnologyisakeydriver.,Keyconsumerneedaroundstyle/fashion.Designconsciousconsumers.Requirewelldesignedstylishproducts,Moremainstreamsegments,buttendtobeyoungerindemographics.Slowertechnologyadoption,Morerationalattitudes.Keyconsumerneedisthedeviceasatoolforempowerment,Lessinvolvedwithmobiletelephonyandconsumerneedisaroundabasiccommunicationdevice,232005NokiaV1-Filename.ppt/yyyy-mm-dd/Initials,ItalyRe-FreshSegmentationMap,YoungExplorers,TechnologyLeaders,TechnologyStylists,StyleLeaders,StyleFollowers,FamilyProviders,SimplicitySeekers,MatureAcceptors,LifeJugglers,PragmaticLeaders,LifeBuilders,ImageSeekers,SI=StatisticallyInsignificantNE=NonExistent,Globally,11.1%ofmarkethasmovedontoorabovehorizontalinvolvementaxis(=mostsegmentsaboveaxishavegrown),Fourcategoriestohelppeoplenavigate,YoungExplorers(7.9%),TechnologyStylists(6.4%),StyleLeaders(10.6%),StyleFollowers(6.3%),FamilyProviders(10.3%),LifeJugglers(3.8%),PragmaticLeaders(7.1%),LifeBuilders(13.9%),ImageSeekers(7.2%),SimplicitySeekers(13%),MatureAcceptors(7.6%),TechnologyLeaders(6.1%),RATIONAL,ASPIRATIONAL,SharingDiscoveries,AchievingToget