版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
nokia客户细分战略介绍nokia客户细分战略介绍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”Olli-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客户细分战略介绍nokia客户细分战略介绍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”Olli-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
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2025电梯门套安装合同范本
- 《2025临时员工聘用合同书》
- 2025版办公家具采购合同模板
- 2025停车场托管合同模板
- 2025网络安全顾问聘用合同范本
- 渤海船舶职业学院 《旱地冰球》2023-2024学年第一学期期末试卷
- 云南国土资源职业学院《宠物疾病学》2023-2024学年第二学期期末试卷
- 扬州大学广陵学院《英语国家文学概论》2023-2024学年第一学期期末试卷
- 2025届黑龙江省哈尔滨第三中学校高三下学期第二次模拟考试历史试题+答案
- 皖北卫生职业学院《影视导表训练》2023-2024学年第二学期期末试卷
- 2024新能源光伏电站竣工结算模板报表格式模板
- 全国赛课一等奖初中统编版七年级道德与法治上册《滋养心灵》课件
- 国开电大《企业信息管理》形考任务试题及答案
- TCUWA40055-2023排水管道工程自密实回填材料应用技术规程
- 物流客服组建方案
- 外研版五年级英语下册期中测试卷及答案【完整】
- 中药饮片处方点评表-副本(文档良心出品)
- JJF1030-2023温度校准用恒温槽技术性能测试规范
- YYT 1849-2022 重组胶原蛋白
- 米什金货币金融学英文版习题答案chapter1英文习题
- 红色资本家荣毅仁课件
评论
0/150
提交评论