Nokia lumia Internet Marketing Plan | Social Media Analysis | A Case Study & Business Proposal

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CREATED BY:
GAURAV AGARWAL
TWITTER HANDLE:
@GAURAVAGARWALS

Nokia Lumia : Online Marketing Plan

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INTRODUCTION
OBJECTIVES
RESEARCH & ANALYSIS
SOCIAL MEDIA OPTIMIZATION
WEB MONITORING{ORM}
SEARCH ENGINE OPTIMIZATION

PPC AND DISPLAY AD MANAGEMENT
EMAIL MARKETING
WHY US

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Introduction


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The Lumia series is a line of smartphones and tablet computers designed and marketed by Nokia.
Introduced in November 2011, the line was the result of a long-term partnership between Nokia and
Microsoft—as such, all Lumia smartphones run the Windows Phone operating system, aiming to
compete against the iPhone and Android-based devices.
From 1988 to 2012, Nokia was the largest vendor of mobile phones in the world, which included
early smartphones built on its Symbian platform. However, in recent years, its market share declined
as a result of the growing use of touchscreen smartphones from other vendors, such as Apple's
iPhone line and Android-based products. In 2010, its market share had declined to 28%, and in April
2012, Samsung Electronics (a prominent user of Android) ultimately overtook Nokia as the largest
mobile phone vendor in the world.
Currently Nokia hold approx 5% share in Indian Mobile Markets and it aims to increase its share and
regain its lost popularity via its Lumia Series.
This Proposal is a crusade to channelize Lumia's branding efforts via Digital Marketing. Proposal
will outline strategies on various Internet Marketing channels including companies official
website, Search Engine Optimization, Social Media Optimization, Affiliate network, Partner
eCommerce Websites, Technology forums and Related Blogs, A 360° approach to increase Lumia's
user base via Online Marketing with a laser focused Content Strategy.

Objectives


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Nokia’s mission is simple: Connecting People. Our goal is to build great mobile products that enable
billions of people worldwide to enjoy more of what life has to offer. Our challenge is to achieve this in
an increasingly dynamic and competitive environment.”
Nokia’s mission seems focused on building its brand worldwide; it looks like Nokia would like to
achieve regain its credibility and position as a market leader. The mission statement is recognizing the
competitive environment that Nokia faces now. Nokia is lacking the positioning and the brand
identity of its competitors.

We have to attain these goals via Online Marketing:
Create Nokia Brand Presence via Online Marketing
Increase Lumia Fan base
Increase its sales and subsequently market share.

Research & Analysis


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RESEARCH & ANALYSIS
PORTER’S FIVE FORCES
SWOT ANALYSIS
KEY STATISTICS
ILLATION

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Research & Analysis


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Threat of established rivals:

Threat of substitute products:
There is no absolute threat in this force as
Smartphone is a console of many devices in
one, no one product that can substitute it as a
whole. But it is changing its form quickly.
Watch phones & Phablets are showing bright
signs with increasing no's in sales.

The biggest threat from existing contenders i.e.
Samsung (26%), Micromax (22%), Karbonn
(13%), moreover the threat is also because of
the operating system i.e. Android. Android
leads the Indian market share by 91% and all
the above 3 rival companies are using
Android.

Porter’s
Five Forces
Threat of new entrants:
It is one of the major threats, consider
Karbonn a new entrant incepted in 2009, first
company to launch dual sim mobiles. They
captured 13% market share in Indian Mobile
industry in just span of 4 yrs. (More than
double of what Lumia presently owns @ 5%)

Threat of buyers and Suppliers :
This Threat is strong. Consumer is king in
information age and since rivals have outgrown
winning major market share, Excellent
customer service is a diehard need. Threat of
Supplier is not so vivid currently as Nokia is
established as a strong brand and competition
among suppliers cutthroat.

Research & Analysis


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Strengths:

Weakness:

One of Nokia’s main strengths is in its
brand. Before the mobile phone
market was sidelined due to changing
market trends, Nokia has been one of
the most respected and well-known
companies in the mobile phone
market. Their products are associated
with distinct design, accountability and
sturdiness. The company has headed
the sales in mobile phone market since
1998 until the last couple of years
(“Samsung overtakes

Nokia is having difficulties catching up
with changing customer trends; it is
lagging with innovative products. The
main evidence for this is the inability of
the company to meet market trends
after IPhone & Android release, and
the failure of its Symbian platform.
Nokia plays the role of phone
manufacturer so Internet, software
and services are not its strengths.
However this weakness is now offset
by the Partnership with Microsoft.

Opportunity:
The main opportunity for Nokia is in its
partnership with Microsoft. Nokia is
one of the first companies to provide
Windows phone, it could use this as
competitive advantage, and develop
new and innovative products. Samsung
and HTC have also released Windows
Phone 8 models after the first Lumia
Smartphones were introduced in India
However Nokia by now has released 14
models in Lumia and owns 90% shares
in Windows based mobiles.

Threat:
Nokia is facing a huge competition
in the Smartphone market from
Samsung, Micromax and Karbonn.
In the high end costly mobile
segment the company is facing
Apple’s IPhone and Samsung
Galaxy Series. In operating system
profound threat is from Android.
Rest all major threats are covered in
Porters 5 forces.

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Research & Analysis


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Mobile Phone Categories
Smart Phones

Multimedia Phones

8%

Featured Phones

Nokia has wasted a lot of time and wasn’t able to cope-up with
Smartphone industry. We all are now aware of Nokia’s grievous
mistakes and have to cultivate a scheme to regain its position
, the above analysis will help us to define our Online Marketing
Content strategy.

10%

82%

Key Statistics to Keep an Eye on:

Mobile Operating System
Android

Windows Mobile
2%

6%

1%

Apple

Rest

•Indian Population : 1244.9 Million
•Mobile Subscribers: 87,60,33,326 as of 13/08/2013 . i.e. total of
876 Million. i.e. 70.37%
•Gsm rules with 793.69 Million
•Estimated 67 million Smartphone subscribers in 2013
•Android Market share in India: 91%
•Windows market share: 5.4%
•Apple : 2.3%
•Black Berry: 1.1 million
•Nokia currently is 4th largest Smartphone vendor in India with
5% share
•Nokia lost 40% of their revenue in mobile phones in Q2 2013
•Multimedia phones, roughly 10 per cent of the total market.

91%

*Data Has been collected from Trai.gov.in and other Online Resources

Research & Analysis


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Total Internet Reach Via Various Modes
Broad Band Fixed Line

Wireless Phones
4%

9%

others

Internet Subscribers
Total Internet Subscribers in
India: Mar 13 is 164.81 million
Broad Band fixed line: 15.05
million
Internet Access through
wireless phones: 143.20 million

87%

*Source: (trai.gov.in)

Research & Analysis


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Evaluated Target Market Segments
for Lumia
Featured &
Multimedia
Phones
54% @ 76.2
M Using
wireless
Internet

Android
44% @
60.97 M
I phone
2% @ 3.29
M

*By asserting above statistics lets elucidate the current
market and ascertain our content strategy.

Its clear that Nokia lost its market share because of
smartphone inception but smart phones consist of just 8%
of total Indian subscriber base. Multimedia and featured
phones still have 92% market share in India. Nokia
dominated featured and multimedia mobile sector till 2012.
Micro factors why Nokia lost its market share in featured &
Multimedia phones is beyond the scope of this plan.
We have evaluated the threats, assessed the target markets, Now
we have to create a rock solid Content Strategy which will harness
the exponent of Internet channels to accomplish our desired
goals. To embark on the same lets evaluate what Nokia is doing
currently, i.e. we will analyze its current stage of SOCIAL MEDIA

and Online Marketing Strategy.

Social Media Optimization


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SOCIAL MEDIA OPTIMIZATION
FACEBOOK (COMPETITIVE ANALYSIS)

TWITTER (COMPETITIVE ANALYSIS)
YOUTUBE

GOOGLE+

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https://www.facebook.com/NokiaIndia


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Key Point Indicators in competitive analysis of Nokia vs. Samsung on Facebook

Absolute change in fans (30 days): , Samsung leads Nokia by nearly 215%, while Nokia Is able to gobble
up 226898 fans, Samsung winds up 487929 Fans, Relative change is 2.45% vs 5.70% demonstrates
Samsung is very aggressive
People Talking About: is a very important metric as it denotes no of people buzzing about your posts I.e.
engaging, commenting sharing liking etc, this metric is totally dependent on your content quality and
virality score, even though Nokia beats Samsung in current AF but lags miles behind in creating buzz
Samsung here also is miles ahead by 199% ( 140656 vs 279924 )
Total Interactions and User posts : Nokia vs Samsung : 944735 vs 1456631 I.e. 154.2% of Nokia : Total
Interactions are individually analyzed for creating strong strategies
User Posts: Nokia leads Samsung (4234 vs 2479) in User post by 170.8% but we have to do micro
analysis of this metric as we need to know that users are +ve or –ve about brand.
Response Rate: Nokia is responding to its customer queries profoundly which is a +ve indicator (54.95%
vs 52.53)



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Nokia vs Samsung (Indian Fan Base) 9027808 vs 8719371, but at
current growth rate Samsung will surpass Nokia within 2 months

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Further Research & Deliverables
Detailed FB analysis clearly identifies that Samsung content strategy is better than Nokia as
their ADSR and TSR is far better than Nokia :
We will Measure Analyze & identify the loop holes, Audience Buzz and devise a better
Content Strategy to increase Engagement / Share Rate of Nokia i.e. Complete Reputation
Management with better prospects and focused objective in mind.

In-depth Content Analysis is required to create a better content Quality with high Virality
Score (Will be sent on demand)
In-depth Key Influencer Analysis is required to gain better cognizance of what Influential fan
base is posting and commenting about? is the buzz more of +Ve or –Ve ? (Will be sent on
demand)
In-depth Comments and User Post Analysis is required to understand product acceptance, ve reviews, frequent problems faced by user (both software and hardware) this will let
company understand and rectify the recedes related to product, content strategy can be
channelized through blogs / FB notes providing instant solutions to small problems, FAQ
section can be updated with robust support. (Will be sent on demand)

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https://twitter.com/NokiaIndia

Samsung is aggressive and will
outperform Nokia in no time. We
have to create aggressive
Campaigns for Nokia


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Samsung is deploying
clearly a winning
strategy


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Nokia Needs a Excellent Content Strategy
To increase no of Retweets: A Database of
content @ 2000 Unique tasks Lumia can
undertake, fun facts about lumia, and top
500 apps of Lumia, should be mapped and
pre scheduled in a time span of 6 months

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Tweet sharing timings can be further
optimized and pre scheduled



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No of Mentions are very important for Brand
awareness: A robust content strategy +
Buzz agents can be deployed all over the
country to use brand mentions and retweets



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Tweet Engagement is core a well optimized
content strategy will significantly increase
retweets and mentions which in turn with
increase engagement rate.



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http://www.youtube.com/user/NokiaIndiaOfficial

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Uniform views can be generated by Boosting
quality videos via Adwords (Featured video), A
consistent brand cognizance should be
maintained via coherent advertising plan

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Getting Market Vibe through comment
monitoring is absolute, a like dislike ratio of
63% is not at all good, a +Ve brand image has to
be worked upon



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YouTube Content Strategy is very essential as
we can harness the same content on other
channels also : A series of comparison videos
should be launched btw Android and Windows
Demonstrating top 200 apps “How windows is
better than Android”

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https://plus.google.com/+nokiaindia/posts

Current Standing of G+ followers is good but we will sync the G+ page with Adwords Express and Site Link extension
to give it an instant boost

Web Monitoring


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A 360° Online Monitoring is an absolute for a brand’s Reputation, We provide excellent
ORM services supervising all SM channels, websites, Forums, and other channels

Email Marketing


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A complete SEO solution will be integrated on Companies official portal.
Analytics Implementation and Reporting
Analytics will be deployed to collect data with proper tracking codes , core analysis would be
conducted and regular updates through custom reports would be sent periodically

On Page Optimization:

Off Page Optimization:

• In-depth Website Audit will be conducted and
accordingly it will be optimized for advanced
SEO. Structured data with
Authorship/publisher verification would also
be implemented.

• Online PR submission and other legitimate
link building techniques , Getting links from
other popular sites, blogs and directories to
increase our portal authority and referral
traffic

Our Benefits:
• Robust SEO auditing
• Keeping SEO changes updated as per Google guidelines
• Seamless integration of SEO and SMO ,essential after Hummingbird and Panda 2.1 Update
• Extensive Analytical reporting for better decision making regarding future strategies.

PPC & Display Ad Management


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Approach via Adwords & Ad-roll
Drive Conversions

Create Awareness

• Maintain continuous presence for
the brand on search results page
• Scale up campaign during events

Run continuous banner ad campaigns for the brand on
display networks of publishers to create brand awareness
and improve recall.

Benefits
•

Continue driving numbers while long term solutions like SEO take effect.

•

Drive conversions from even highly competitive keywords.

•

Paid ad campaigns are known to improve organic search rankings.

What we do
•

Identify most relevant keywords to target

•

Optimize ad copies and landing pages

•

Conducting A/B tests

•

Individual bid setting on each keyword

•

Bid optimization on an on-going basis

•

Keywords cleaning and updating on an on-going basis

Email Marketing


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A Complete Email Marketing Solution to your entire database ,inclusive of Blog/ Youtube

Retention Marketing
Sending fortnightly mailers to existing follower base.
Mailer Types
• Range
• New category introductions
• Lifestyle mailers
Our Benefits:
• Get additional sales from existing customers
• Keep them engaged with the brand
• Increase probability of recall if and when customer plans to make a purchase of one of
our product categories

Email Marketing


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Why Choose Us:
•We are globally Located at
___Countries
•________ Employees Globally
Robust SMO & SEO
Analysis

Objective Oriented
Content strategy

•Clientele of fortune 500 Companies

•Company Experience
Effective Content
Mapping &
Dispersion

•More than _____ Projects Completed
Unanimous
Monitoring

•_____ Offices Globally

•24/7 Client Support
*Data above is hypothetical

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