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nokia客戶細(xì)分戰(zhàn)略介紹nokia客戶細(xì)分戰(zhàn)略介紹1BackgroundscenarioLowerGlobalAverageSellingPrice=>lowerMarginsMatureMarkets(EuropeandNorthAmerica):onedigitgrowth=>toughcompetitionforBrandswitchoverandinvestmentsforloyaltyHighSubsidybyTelecomOperators=>toughnegotiationsandstrongconsumers’attitudetolowerpricesBoomingMarkets(China,IndiaandLatinAmerica)
butlowrangeproducts=>lowMarginsFastercommercialproductlifecycle=>highInvestmentsinR&DMixoffinancialinvestmentscomingfromMulti-BusinessesCompaniesQuitestrongConvergencedemandcomingfromMobileandFixedOperatorsActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinessesBackgroundscenarioLowerGlobConvergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarketsDigitalContentsHighcapacityMemories,fastProcessors,longlastingbatteriesStableandfastOperatingSystemforMobilePhonesWiderTransmissionBand(GPRS,UMTS,HSPA,…)TechnologyConsumersLegislationCompetition“everything,everytime,everywhere”Needsofcustomization(ringtones,wallpapers,UI,cover,etc..):EverybodyhasaMPDeregulationLiberalizationMarginerosionToughNegotiationsDriversforConvergenceWhat’sConvergenceConvergenceisnotapuresumNokiaConvergenceStrategy:GeneralApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPushe-mailVoIPUMAMultimediaMPixMPEG4MP3CarlZeissHighTouchDesignNewMaterialFormFactorSportNewMaterialSWFeaturesNokiaConvergenceStrategy:GeConvergenceStrategy:NewRequisitesComplementaryStrategy=>Experiencecompletion:HighEndUserPriceNotcompellingFeaturesNotrecognizedBrandinthenewBusinessFrontalAttackStrategy=>ProductsubstitutionStrategiesCompetitionPartnershipsAcquisitionsCompetitornowPartner:SiemensNewCompetitors:Apple,SonyPSP,Nintendo,Nikon,etc…Co-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.....andmoretocomeConvergenceStrategy:NewRequWhatisour
startingpoint?6?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsWhatisourstartingpoint?6VisionandMissionInaworldwhereeveryonecanbeconnected,
wetakea
veryhuman
approach
to
technology.VisionandMissionInaworldwTowardsthefourbillionmilestone8?2005Nokia 07Catania-NokiaforSMSTowardsthefourbillionmilesSource:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.#2CompetitorNokiaOthers20042005Q2’06GlobalBrandPreference%BrandPreferencebyAreaChinaAPACLatinAmericaN.AmericaMEAEurope394345Nokiawinsconsumershearts
andmindsby4:1margin…ItalySource:GlobalbrandtrackingSource:InterbrandCorp,BusinessWeek,July200..10.ValueChange2005vs.’06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.…andisoneofthemostlovedandfastest
growingbrandsintheworld.Nokia:BrandNumber6FirstEuropeanBrandFirstnon-USBrandFirstTelcoBrandSource:InterbrandCorp,BusinWhyisthis
important?Whyisthisimportant?Because
greatbrandshelp
growgrossmargin…ASPVolumeMarketPressure…whilebuildinglongtermbrandequity.Becausegreatbrandshelpgrow??…andwhileweareallthesame …wehavedifferentneeds…andwhile
“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”O(jiān)lli-PekkaKallasvuo–August2005Nokia’sConsumerSegmentationisofkeystrategicimportance15?2005Nokia V1-Filename.ppt/yyyy-mm-dd/Initials
“IexpNokia’ssegmentationmodelPortfolio
PlanningProduct
CreationCampaign
DevelopmentSalesPortfolioManagementCategoryManagementDesignProductManagersProgrammeManagersTPOManagersCampaignManagementCampaignPlanningCountryMarketingMarketingplanningCountryManagementAccountTeamsSalesTeamQuantifiableActionableOnemodel
inplacefromplanningthroughtosalesensuringa
commonlanguageTargetingconsumerswiththerightmessagesQuantificationofnewsolutionopportunitiesSellingsolutionstocustomerstoaddressspecificconsumersSolutiontargetingspecificdesiresofspecificconsumers16?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsNokia’ssegmentationmodelPortGlobal
segmentationContinuouslyrefreshableresearch10billiondatapoints77,000Consumersx1.5hourinterview21countries122questionsUnderstandingof:Values,Beliefs,Attitudes,LifestyleGlobalsegmentationContinuouslNokiaConsumerSegmentation:atwodimensionalspace-theAxisRationalAspirationalHigh
InvolvementLow
Involvement18?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsNokiaConsumerSegmentation:aVerticalAxis–basedonbehavior
High
InvolvementLow
InvolvementHowdoconsumersactuallybehave?Replacephoneevery6monthsTendtopayhigherpriceformobileTendtobuyfromwellknownbrandsMoredesigndrivenpurchasingbehavior19?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsVerticalAxis–basedonbehavHorizontalAxis–basedonattitudeRationalAspirationalWhatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrends20?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsHorizontalAxis–basedonattKeyAttitudes:thequadrantsRationalAspirationalHigh
InvolvementLow
InvolvementMobilePhone
asempowermenttoolMobilePhone
trendleadersMobilePhone
trendfollowersMobilePhone
onlywhennecessary21?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsKeyAttitudes:thequadrantsRaItalianSegmentationModelYoungExplorers(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%)HIGHERINVOLVEMENTSimplicitySeekers(34.3%)MatureAcceptors(5.6%)TechnologyLeaders(3.4%)LOWERINVOLVEMENTRATIONALASPIRATIONAL(non-existentinEurope)Keyconsumerneedaroundmodernitythelatestandbest–technologyisakeydriver.Keyconsumerneedaroundstyle/fashion.Designconsciousconsumers.RequirewelldesignedstylishproductsMoremainstreamsegments,buttendtobeyoungerindemographics.SlowertechnologyadoptionMorerationalattitudes.KeyconsumerneedisthedeviceasatoolforempowermentLessinvolvedwithmobiletelephonyandconsumerneedisaroundabasiccommunicationdevice22?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsItalianSegmentationModelYounGlobalSegmentSizesItalyWave1ItalyWave2YoungExplorers(7.9%)6.9%10.3%TechnologyLeaders(6.1%)3.6%3.4%TechnologyStylists(6.4%)1.1%5.2%StyleLeaders(10.6%)4.5%5.3%ImageSeekers(7.2%)NENEStyleFollowers(6.3%)6.7%4.8%FamilyProviders(10.3%)21.6%12.5%SimplicitySeekers(13%)28.1%34.3%MatureAcceptors(7.6%)1.9%5.6%LifeJugglers(3.8%)7.1%6.3%PragmaticLeaders(7.1%)6%3.4%LifeBuilders(13.9%)12.4%8.9%ItalyRe-FreshSegmentationMapYoungExplorersTechnologyLeadersTechnologyStylistsStyleLeadersStyleFollowersFamilyProvidersSimplicitySeekersMatureAcceptorsLifeJugglersPragmaticLeadersLifeBuildersImageSeekersSI=StatisticallyInsignificant NE=NonExistentGlobally,11.1%ofmarkethasmovedontoorabovehorizontalinvolvementaxis(=mostsegmentsaboveaxishavegrown)23?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsGlobalSegmentSizesItalyItalyFourcategoriestohelppeoplenavigateYoungExplorers(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%)RATIONALASPIRATIONALSmartandcollaborativebusinesssolutionsAchieveNokiaEseriesAchievingtogetherLiveDesignandstyleleadershipInspiring
thesensesConnectEssenceofNokiathroughbalanceofstyleandprovenbenefitsConnectingsimplyInnovationandtechnologyleadershipExploreNokiaNseriesSharingdiscoveriesImprovemarketingyieldFourcategoriestohelppeopleSharingDiscoveriesAchievingTogether
ConnectingSimply
NokiaconnectspeoplethroughveryhumantechnologytohelpthemfeelcloseWebelievelifeisbetter
whenshared
WebelieveeveryoneachievesmorewhenworkingtogetherWebelieveexperiencesaremorevaluablewhenshared
WHATWeBelieve
WHAT
WePromise
…expressedthroughNokiaConnectingPeopleEXPLOREConnectACHIEVECONNECTLIVEWebelievepeopleneed
inspirationtobond
evendeeperInspiringSenses…expressedthroughNokiaConnectingPeople
Nokiaconnectspeoplethrough1 Nokiabrand4 Categories2 Sub-brandsWithdistincttonalities,notmultiplepersonalities.1 NokiabrandWhatthismeansforusSustainableindustryleadershipOptimalproductportfolioofferingpercategory
Improvedmarketingyealdbyin-depthunderstandingofconsumerneedspersegmentWhatthismeansforusThankyou28?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsThankyou28?2005Nokinokia客戶細(xì)分戰(zhàn)略介紹nokia客戶細(xì)分戰(zhàn)略介紹29BackgroundscenarioLowerGlobalAverageSellingPrice=>lowerMarginsMatureMarkets(EuropeandNorthAmerica):onedigitgrowth=>toughcompetitionforBrandswitchoverandinvestmentsforloyaltyHighSubsidybyTelecomOperators=>toughnegotiationsandstrongconsumers’attitudetolowerpricesBoomingMarkets(China,IndiaandLatinAmerica)
butlowrangeproducts=>lowMarginsFastercommercialproductlifecycle=>highInvestmentsinR&DMixoffinancialinvestmentscomingfromMulti-BusinessesCompaniesQuitestrongConvergencedemandcomingfromMobileandFixedOperatorsActualBusinessModelsarestilleffectivetohavetwodigitsOperatingMargininMPIndustry?No!NewValueAddedBusinessesarenecessaryConvergenceisthemaindrivertoenterinnewBusinessesBackgroundscenarioLowerGlobConvergenceisnotapuresumoftwodifferentneeds/industriesConvergenceissomethingmore:newCategories,newBusinesses,newExperiences,newBenefits,newMarketsDigitalContentsHighcapacityMemories,fastProcessors,longlastingbatteriesStableandfastOperatingSystemforMobilePhonesWiderTransmissionBand(GPRS,UMTS,HSPA,…)TechnologyConsumersLegislationCompetition“everything,everytime,everywhere”Needsofcustomization(ringtones,wallpapers,UI,cover,etc..):EverybodyhasaMPDeregulationLiberalizationMarginerosionToughNegotiationsDriversforConvergenceWhat’sConvergenceConvergenceisnotapuresumNokiaConvergenceStrategy:GeneralApproachNetworksExperiencesTechnologyMobileBusinessWi-Fi/Wi-MaxPushe-mailVoIPUMAMultimediaMPixMPEG4MP3CarlZeissHighTouchDesignNewMaterialFormFactorSportNewMaterialSWFeaturesNokiaConvergenceStrategy:GeConvergenceStrategy:NewRequisitesComplementaryStrategy=>Experiencecompletion:HighEndUserPriceNotcompellingFeaturesNotrecognizedBrandinthenewBusinessFrontalAttackStrategy=>ProductsubstitutionStrategiesCompetitionPartnershipsAcquisitionsCompetitornowPartner:SiemensNewCompetitors:Apple,SonyPSP,Nintendo,Nikon,etc…Co-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.....andmoretocomeConvergenceStrategy:NewRequWhatisour
startingpoint?34?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsWhatisourstartingpoint?6VisionandMissionInaworldwhereeveryonecanbeconnected,
wetakea
veryhuman
approach
to
technology.VisionandMissionInaworldwTowardsthefourbillionmilestone36?2005Nokia 07Catania-NokiaforSMSTowardsthefourbillionmilesSource:GlobalbrandtrackingdataexJapan-Korea.Brandpreferenceweightedbypopulation.#2CompetitorNokiaOthers20042005Q2’06GlobalBrandPreference%BrandPreferencebyAreaChinaAPACLatinAmericaN.AmericaMEAEurope394345Nokiawinsconsumershearts
andmindsby4:1margin…ItalySource:GlobalbrandtrackingSource:InterbrandCorp,BusinessWeek,July200..10.ValueChange2005vs.’06-1%-5%+5%+4%-9%+14%+12%+5%+6%+9%6.…andisoneofthemostlovedandfastest
growingbrandsintheworld.Nokia:BrandNumber6FirstEuropeanBrandFirstnon-USBrandFirstTelcoBrandSource:InterbrandCorp,BusinWhyisthis
important?Whyisthisimportant?Because
greatbrandshelp
growgrossmargin…ASPVolumeMarketPressure…whilebuildinglongtermbrandequity.Becausegreatbrandshelpgrow??…andwhileweareallthesame …wehavedifferentneeds…andwhile
“Iexpectthenewglobalconsumersegmentationmodeltore-installourreputationashavingthebestconsumerunderstandingintheindustry”O(jiān)lli-PekkaKallasvuo–August2005Nokia’sConsumerSegmentationisofkeystrategicimportance43?2005Nokia V1-Filename.ppt/yyyy-mm-dd/Initials
“IexpNokia’ssegmentationmodelPortfolio
PlanningProduct
CreationCampaign
DevelopmentSalesPortfolioManagementCategoryManagementDesignProductManagersProgrammeManagersTPOManagersCampaignManagementCampaignPlanningCountryMarketingMarketingplanningCountryManagementAccountTeamsSalesTeamQuantifiableActionableOnemodel
inplacefromplanningthroughtosalesensuringa
commonlanguageTargetingconsumerswiththerightmessagesQuantificationofnewsolutionopportunitiesSellingsolutionstocustomerstoaddressspecificconsumersSolutiontargetingspecificdesiresofspecificconsumers44?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsNokia’ssegmentationmodelPortGlobal
segmentationContinuouslyrefreshableresearch10billiondatapoints77,000Consumersx1.5hourinterview21countries122questionsUnderstandingof:Values,Beliefs,Attitudes,LifestyleGlobalsegmentationContinuouslNokiaConsumerSegmentation:atwodimensionalspace-theAxisRationalAspirationalHigh
InvolvementLow
Involvement46?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsNokiaConsumerSegmentation:aVerticalAxis–basedonbehavior
High
InvolvementLow
InvolvementHowdoconsumersactuallybehave?Replacephoneevery6monthsTendtopayhigherpriceformobileTendtobuyfromwellknownbrandsMoredesigndrivenpurchasingbehavior47?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsVerticalAxis–basedonbehavHorizontalAxis–basedonattitudeRationalAspirationalWhatdoconsumerswant?IusemyMobilePhoneasafashionaccessoryIwouldpreferamobilephonethatisgreatlookingratherthanhavingthelatestfeaturesIwouldbewillingtoowndifferentMobilePhoneindifferentsituationsIamembarrassedifmyMobilePhonelooksoutdatedIwouldliketokeepuptodatewiththelatestfashiontrends48?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsHorizontalAxis–basedonattKeyAttitudes:thequadrantsRationalAspirationalHigh
InvolvementLow
InvolvementMobilePhone
asempowermenttoolMobilePhone
trendleadersMobilePhone
trendfollowersMobilePhone
onlywhennecessary49?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsKeyAttitudes:thequadrantsRaItalianSegmentationModelYoungExplorers(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%)HIGHERINVOLVEMENTSimplicitySeekers(34.3%)MatureAcceptors(5.6%)TechnologyLeaders(3.4%)LOWERINVOLVEMENTRATIONALASPIRATIONAL(non-existentinEurope)Keyconsumerneedaroundmodernitythelatestandbest–technologyisakeydriver.Keyconsumerneedaroundstyle/fashion.Designconsciousconsumers.RequirewelldesignedstylishproductsMoremainstreamsegments,buttendtobeyoungerindemographics.SlowertechnologyadoptionMorerationalattitudes.KeyconsumerneedisthedeviceasatoolforempowermentLessinvolvedwithmobiletelephonyandconsumerneedisaroundabasiccommunicationdevice50?2005Nokia V1-Filename.ppt/yyyy-mm-dd/InitialsItalianSegmentationModelYounGlobalSegmentSizesItalyWave1ItalyWave2YoungExplorers(7.9%)6.9%10.3%TechnologyLeaders(6.1%)3.6%3.4%TechnologyStylists(6.4%)1.1%5.2%StyleLeaders(10.6%)4.5%5.3%ImageSeekers(7.2%)NENEStyleFollowers(6.3%)6.7%4.8%FamilyProviders(10.3%)21.6%12.5%SimplicitySeekers(13%)28.1%34.3%MatureAcceptors(7.6%)1.9%5.6%LifeJugglers(3.8%)7.1%6.3%PragmaticLeaders(7.1%)6%3.4%LifeBuilders(13.9%)12.4%8.9%ItalyRe-FreshSegmentationMapYoungExplorersTechnologyLeadersTechnologyStylistsStyleLeadersStyleFollowersFamilyProvidersSimpli
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