Product Launch Plan
Transcript of Product Launch Plan
Company Confidential. ©2010 Nokia
Taika Launch Plan
Company Confidential. ©2010 Nokia 2
ContentObjectivesScheduleMarketing PlanComms PlanSales & Retail plan
Company Confidential. ©2010 Nokia 3
Objective
• Establish E7 as The ULTIMATE Smartphone for the success.
• Gain share in $400+ price band
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
Company Confidential. ©2010 Nokia
Nokia Taika Launch
Proposal - Cambodia(Final)
E7 Marketing Plan
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
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.
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
Company Confidential. ©2010 Nokia 9
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
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
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
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.
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
Company Confidential. ©2010 Nokia
Nokia Taika Launch
Proposal - Cambodia(Final)
Taika Comms 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
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.
Company Confidential. ©2010 Nokia
Nokia Taika Launch
Proposal - Cambodia(Final)
Sales 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,.
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