诺基亚手机市场分.pptVIP

Vision and Mission Towards the four billion milestone … and is one of the most loved and fastest growing brands in the world. Because great brands help grow gross margin… Nokia’s segmentation model Nokia Consumer Segmentation: a two dimensional space - the Axis Vertical Axis – based on behavior Horizontal Axis – based on attitude Key Attitudes: the quadrants Italian Segmentation Model Italy Re-Fresh Segmentation Map Four categories to help people navigate Sharing Discoveries Achieving Together Connecting Simply   Nokia connects people through very human technology to help them feel close We believe life is better when shared We believe everyone achieves more when working together We believe experiences are more valuable when shared WHAT We Believe WHATWe Promise …expressed through Nokia Connecting People EXPLORE Connect ACHIEVE CONNECT LIVE We believe people need inspiration to bond even deeper Inspiring Senses …expressed through Nokia Connecting People 1 Nokia brand 4 Categories 2 Sub-brands With distinct tonalities, not multiple personalities. What this means for us Sustainable industry leadership Optimal product portfolio offering per category Improved marketing yeald by in-depth understanding of consumer needs per segment Thank you And that is that 6 billion people wake up every day and crave social contact. They want to feel close to the people to the ideas and to the relationships that are important to them …people want to ….. This is to our knowledge the largest segmentation study ever done in our industry. (Also, the standard length for consumer interviews is 45 minutes, we doubled this) The studies we have conducted help us really understand what consumers needs and wants are, and what drives their behaviour when it comes to mobile communications via our consumer segmentation model This consumer understanding is our key asset to change the game, we need to implement it To shape the external environment To ensure our ca