Product Launch Plan

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Company Confidential. ©2010 Nokia Taika Launch Plan

Transcript of Product Launch Plan

Page 1: Product Launch Plan

Company Confidential. ©2010 Nokia

Taika Launch Plan

Page 2: Product Launch Plan

Company Confidential. ©2010 Nokia 2

ContentObjectivesScheduleMarketing PlanComms PlanSales & Retail plan

Page 3: Product Launch Plan

Company Confidential. ©2010 Nokia 3

Objective

• Establish E7 as The ULTIMATE Smartphone for the success.

• Gain share in $400+ price band

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Company Confidential. ©2010 Nokia 4

4

Cambodia Launch Plan for TaikaW05

FinalDay 0

Initial Offerings

finalization

Confirm of endorser

Commsdetails

Product training (PG/FF)

Draft Marketing

Plan

Draft

Refresh training

P4

Order 200units

Media Launch (11th Mar ‘11)

Product placement at

retail (NS+KTH+ GR A+)

Marketing plan finalization

Draft Comms Plan

W06

Dummy Order P12

W07 W08 W09

Demo for Media Launch readiness with

endorser & presenter

Allocation confirmation

Pricing & Placement plan

W10 W11 W12 W13 W14

Dummy & POSM

Placement

Pre-sales booking direct mailing

(E7 + BT free)

KEY Corporat

e

ATL & Digital communication

Corporate Golf event

PR on Golf event

Positive feedback or quote on E7

from Business client

NS / GR A+ shop branding with E7

visuals

Change OOH screen

Target setting for PG

Page 5: Product Launch Plan

Company Confidential. ©2010 Nokia

Nokia Taika Launch

Proposal - Cambodia(Final)

E7 Marketing Plan

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Company Confidential. ©2010 Nokia 6

Market & Competition Overview• Nokia Dec’2010 sales (units) has been increasing compares to

November, driven by N8 and C7.• Key competition model for this segment: IPHONE 4, Xperia X10, Galaxy

Tab, Desire HD and So on.

GfK Retail and Technology 2/2011

MOBILE PHONES,SMARTPHONES

Sales Units Vertical Share

DEC10

Kampuchea (Cambodia)

© by GfK-RT, www.gfkrt.com PRJ 80101 - RG 1914200 - RP 8997960 - ID 254100254

Others

APPLE

BLACKBERRY

HTC

SONY ERICSSION

SAMSUNG

MOTOROLA

LG

NOKIA

NOV10 DEC10 NOV10 DEC10 NOV10 DEC10 NOV10 DEC10 NOV10 DEC10 NOV10 DEC10 NOV10 DEC10

<50USD 50-100USD 100-150USD 150-200USD 200-300USD 300-400USD >=400USD

30,117 32,580 11,969 12,728 10,946 9,882 7,751 7,684 6,162 5,314 1,890 1,462 2,501 2,172

-3.884,7 2.463,0 995,4 758,8 -1.871,5 -1.064,2 962,2 -66,8 872,3 -847,4 -153,1 -428,2 475,7 -328,7

-11,4 8,2 9,1 6,3 -14,6 -9,7 14,2 -0,9 16,5 -13,8 -7,5 -22,7 23,5 -13,1

Ths. Units

Absolute Growth PP

Growth Rate PP

71

3,8

24,9

69,4

3,4

26,9

45,5

28,3

8

17,8

43,8

32,6

9,5

13,7

46

14,9

19,3

16,1

3,7

44,5

16,9

21,9

14,9

61,2

20,1

9

7,3

67,9

20,5

5,5

4,6

49,4

21,4

11,1

16,7

51,6

14,9

12,4

19,6

75

3,8

13,5

4,7

76,9

3,2

5,4

10,7

2,5

38,9

5,3

11,9

12,3

30,1

40,4

6,9

10,1

7,6

3,2

31,6

GfK Retail and Technology 2/2011

MOBILE PHONES,SMARTPHONES

TOP 20 by Price Class

December 2010

Kampuchea (Cambodia) >=400USD

© by GfK-RT, www.gfkrt.com PRJ 80101 - RG 1914200 - RP 8997955 - ID 254100253

No. Brand Model Sales Units Sales Units % Sales Value USD Sales Value % Price USD

1 NOKIA N8-00 459,9 21,2 253.842,6 18,7 551,9

2 APPLE IPHONE 4 16GB 369,4 17,0 315.813,5 23,3 854,9

3 APPLE IPHONE 4 32GB 299,3 13,8 291.381,6 21,5 973,5

4 SONY ERICSSON XPERIA X10 218,9 10,1 91.703,6 6,8 418,9

5 NOKIA C7-00 202,1 9,3 84.326,8 6,2 417,2

6 NOKIA 6700 GOLD 155,0 7,1 63.626,8 4,7 410,4

7 SAMSUNG P1000 GALAXY TAB 84,5 3,9 56.108,1 4,1 664,0

8 NOKIA N900 60,6 2,8 25.293,8 1,9 417,2

9 HTC DESIRE HD 59,6 2,7 33.948,1 2,5 569,4

10 SAMSUNG I 9000 GALAXY S 16 GB 51,1 2,4 30.093,8 2,2 588,6

11 BLACKBERRY 9700 BOLD 34,9 1,6 16.001,3 1,2 458,8

12 BLACKBERRY TORCH 9800 33,6 1,5 18.616,8 1,4 554,5

13 HTC HD7 16GB 30,0 1,4 17.100,0 1,3 570,0

14 HTC DESIRE 23,0 1,1 10.500,6 0,8 456,5

15 HTC DESIRE Z 21,1 1,0 11.196,3 0,8 530,0

16 HTC HD2 T8585 19,2 0,9 8.334,9 0,6 435,0

17 APPLE IPHONE 3GS 32GB 17,5 0,8 11.585,0 0,9 662,0

18 SAMSUNG I 9000 GALAXY S 8 GB 15,3 0,7 8.036,9 0,6 527,0

19 HTC 7 MOZART 8GB 11,3 0,5 6.375,0 0,5 566,7

20 DELL STREAK 5,6 0,3 3.262,5 0,2 580,0

<ST> <Sub Total> 2.172,0 100,0 1.357.147,8 100,0 624,8

<GT> <Grand Total> 2.172,0 100,0 1.357.147,8 100,0 624,8

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Company Confidential. ©2010 Nokia 7

Target Consumer

• Males, SEC ABC+, could be rich family, high ranking people, managers in the organization.

• They also could be successful entrepreneur, head of departments of private sector, government sector as well as non-government organisation.

• Their Lifestyle; they like to go to golf course, bar, business club, networking events, high-end café outlets with their partners/peers/friends. They like to socialize about the business from one to another.

• They also like to read and watch news sections.

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Company Confidential. ©2010 Nokia 8

Proposed Launch Plan

Pre-Sales Buzz Media & Consumer Launch Communication

Pre-press media release (by Coms)

Pre-sales direct catalogue Buzz Promo: First 100

pre-orders from corporates with specific company’s name will be offer a premium.

Media & Consumer Event (Coms) Focus on selected ATL only Key Touch Point Visibility Targeted Sponsorship

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Pre-sales buzz Objective: is to create buzz amongst the corporate to talk about E7. Pre-press communication of E7 by Comms. Create premium E7 Brochure (content: key features of E7, detailed spec,

business benefits details as well as promotion) Currier the brochures to corporate after media launch.

• Promotion: First 100 corporate buyers from this sales corporates will get 1 Nokia Bluetooth BH609.

• Timeline: • 11-15th Mar 2011 circulation of brochure• 15-30th Mar 2011 promotion validity.

BH609 = USD 38

Yet to be confirmed on availability of BT

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Company Confidential. ©2010 Nokia 10

Communication

Reflect Your Success

TV

TVC - During News only

TV Entrepreneur Program Sponsorship

Print Ads (English)

Cambodia Daily & Phnom Penh Post & La

Rene

OOH

Change skin of 2 biggest billboards

in PP.

Visibility at airport

Sponsorship:

Golf Sponsorship (WIP)

Tennis Sponsorship (WIP)

Network Event (WIP) Sponsorship “Finishing Post”

PR release

POSMs• Brochure• Display Stand at NOKIA

Stores• Dummy Display with

Info Card

Digital Banner

Yellow pages

BongThom

Angkor One

Micro-marketing

- visibility E7 Corner at T&C

Cafés (WIP), Key few dealers.

PR release

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Company Confidential. ©2010 Nokia 11

Micro Marketing – Design (WIP)• Ambient at Nokia Store

• Ambient at T&C Café Corner• Only key 5 Dealers to be selected

for ambient decoration.

• Glass stickers for E7 for front look.• Inside will be 1 display unit• Backdrop for consumer to experience• Live demo support

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Company Confidential. ©2010 Nokia 12

Key VisualPRODUCT FOCUS WITH NICE ANGLE SHOOT (more closer looks).

Headline: NOKIA E7. REFLECT YOUR SUCCESS.

SUB-HEADLINE: WITH NOKIA E7, YOUR OFFICE IS EVERYWHERE.

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Company Confidential. ©2010 Nokia 13

BudgetDescription Qty Unit Cost Total Remark

Above-the-line Activities        Posters 1 9000 $ 9,000  

TV - P5 1 8000 $ 8,000  TV-P6 1 0 $ -  Print Ads - P4 1 5000 $ 5,000.00  Print Ads - P5 1 4000 $ 4,000.00  Print Ads - P6 1 0 $ -  Visibility at Airport (P4-P5-P6) 3 2000 $ 6,000.00  Digital Banner (P4,P5, P6) 3 1600 $ 4,800.00  Sponsorship        

TV SEATV (P4,P5,P6) 3 2000 $ 6,000.00  Networking Event (P4,P5,P6) 3 1500 $ 4,500.00 NegotiationGolf Course Event 1 5000 $ 5,000.00  NegotiationTennis Event 1 5000 $ 5,000.00 Negotiation

Media & Consumer Launch Support 1 5000 $ 5,000.00  Below-the-line Activities        Pre-Buzz Sales Promotion        

Nokia Bluetooth 150 40 $ 6,000.00 Product Catalogue 200 3.5 $ 700.00 Labor Cost for Circulation     $ 50.00  

Communication        Leaflets 10000 0.09 $ 900.00  Dummy Display Info Card 1000 0.56 $ 560.00  Display Unit 5 300 $ 1,500.00  

Extra Merchandising/Program        Café E7 Corner Cost P4, P5, P6 3 2000 $ 6,000.00  Club E7 Corner Cost P4, P5,P6 3 2000 $ 6,000.00  Selected Dealer Retail Environment 3 1000 $ 3,000.00  

Product Seeding 3 650 $ 1,950.00 3 devices reserved         

Total Budget     $ 88,960.00  

Page 14: Product Launch Plan

Company Confidential. ©2010 Nokia

Nokia Taika Launch

Proposal - Cambodia(Final)

Taika Comms Plan

Page 15: Product Launch Plan

Company Confidential. ©2010 Nokia 15

Summary of Nokia E7 Launch• Comms Objective: To leverage “Success is office being

everywhere” showcase that Nokia E7 best suits businessmen and corporate people

• Endorsers: • Country Director from CB Richard Ellis (Cambodia) Co., Ltd• Cambodia’s top artist, Preap Sovath, who also runs salon and

restaurant business• Time and date: 6.30p.m., 11 March 2011• Venue: Studio 182 of Topaz Restaurant• Participants: 60 people (Media, Nokia’s stakeholders and

Corporate People)• Post launch activities: Leverage PR of Golf Tournament

Sponsored by Nokia E7, Product Review by Mobile Phone Magazine, Publication of an interview with Corporate Persons

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Company Confidential. ©2010 Nokia 16

Media & Consumer Launch – (Resp. by Coms)

• 2 Brand Ambassadors will be used for comms event. Mr. Preap Sovat is best singer star in Cambodia. He owns different business.

We will invite him to be part of the event and use PR and editorial print to highlight about his success and our device.

• We will also invite the corporate clients and media to take part in the event also.

Page 17: Product Launch Plan

Company Confidential. ©2010 Nokia

Nokia Taika Launch

Proposal - Cambodia(Final)

Sales Plan

Page 18: Product Launch Plan

Company Confidential. ©2010 Nokia 18

Key message at Retail point

“PRODUCT FOCUS”

1. Office is everywhere with Extra Entertainment: The eye-catching form factor with office functions expand their working life from the laptop to mobile. Their mobile life is easier; eg. Qwerty keyboard is ideal for fast typing (esp. working on Microsoft Office solutions). Calendar is in sync with Microsoft Outlook.

2. Stunning 4-inch touch screen and HDMI output: The big screen is not just simply serve for entertainment but also adds value when consumers use maps (pinch & zoom) and other fast action. HDMI output perfectly fits “plug and play” a PowerPoint presentation which also serves more for the powerful office

3. F-Secure:It would help the user to protect when they lost the phone and would be

possible to find back,.

Page 19: Product Launch Plan

Company Confidential. ©2010 Nokia 19

P3 Plan

Sales & Pricing plan

Model LIP KTH landed Price to Dealer

RRP

E7 - Taika 538.00 575.00 600.00 625.00

Initial Placement

Wk 11

200 units

Pre-sales 100 units

Nokia Store

50 units

Top 10 GR A+

50 units

2nd Order

Wk 12

200 units

Nokia Store 100 units

Top 10 GR

A+50

units

P4 Plan:

• Extend Coverage to 50 outlets

• Target & Incentive plan for PG to sell-out more E7

• Push Key Corporate with Team of KTH

• Bundle with Operator with special pricing