Nokia case study presentation.pptxVIP

MM3841 Internet MarketingCase Study PresentationGroup 4 Choi Ching Lam Lau Ka Shing Yau Kin Lung Shum Ken Case 1 - Video Marketing: Selling With Sight, Sound and Motion Selected company: Nokia Background of Nokia Nokia is a Finland-based company incorporated in?1967 the leading manufacturer of mobile?devices offers a wide range of mobile devices with the experience in music, video, image, gaming and a lot more 122,000 employees across 120 countries ranks no. 2 in the global market share (20.8%) in 2012 Brand Attribute 1998-2007 Strong and good brand image The largest mobile phone manufacturer Globally largest network of selling and distribution Exceptional consumer relationship Brand Attribute 2007-2012 Customer’s perception of traditional and old-style mobile phones diminishing brand value and sales Cannot catch up with the market trend Problems of Nokia 1) Decreasing sales Consecutive 6 seasons suffered form loss Enlarged loss in 2012 Problems of Nokia 2) Diminishing global market share the largest global market share for the past 14 years In 2012, Nokia dropped from no.1 to no.2 Only share 8.2% in smartphone market Problems of Nokia 3) Weakened brand image Nokia keeps dropping in the global brand ranking Problems of Nokia 4) Emergence of competitive rivalries In 2002, Blackberry In 2007, Apple In 2010, Samsung In 2012, Samsung exceeded Nokia, and owns the largest global market share Current Marketing Practices of Nokia Nokia aims to extend its smartphone market share Lumia Series: Video marketing TV commercials Print Ads Promotional events advertisements in MTR stations, etc What is Video Marketing? What is Video Marketing Make a video for marketing purposes Deliver the message to the audience through the video Host the video on the Internet Examples: YouTube Dailymotion Youku The Advantages ofusing video marketing More interesting Easier to draw audience’s attentions Better expression on showing functions Functional