The document proposes 4 levels of Nokia Care offerings: 1) STAR - Provides basic 2-year warranty and services starting at 100€ 2) COMET - Provides expanded 3-year warranty and services starting at 200€ 3) PLANET - Provides premium 4-year worldwide warranty and services starting at 300€ 4) UNIVERSE - Is a specialized offering targeted towards professional users.

1.
1

2. Summary
PART I
/ – Care service market
p.4
A. Consumers attitudes and experiences p.4
B. Nokia Care services and competitors p.5
C. Long-term challenges p.6
D. Problem p.6
// - Strategy
p.7
A. Targets and objectives p.7
B. Nokia Care Positioning p.8
/// – Recommendation
A. Nokia Care offering p.9
1.1. STAR OFFER p.9
1.2. COMET OFFER p.10
1.3. PLANET OFFER p.11
1.4. UNIVERSE OFFER p.12
B. Online p.13
1. Nokia Care website p.13
2. Nokia Care App p.14
3. Facebook & Twitter p.15
C. Nokia Care In-store p.15
D. Online communication p.16
E. In-store communication p.17
/V – Planning
V – Budget
p.18
p.18
2
p.9

3. PART 2: Russia extended warranty
/ - Russian market
p.19
A. Mobile market p.19
B. Nokia position p.19
C. Use of new media p.20
D. Insights p.20
// – Strategy
p.21
A. Extended warranty offer p.21
B. Online communication p.23
1. E-mailing p.23
2. Ambassadors p.23
3. Banners & SEM p.23
4. Video p.24
C. POS Campaign p.24
1. Packs p.24
2. Nokia retailer Tour p.24
3. Event p.24
/// – Planning
/V – Budget
V – Measures
p.25
p.25
p.26
3

4. PART I
/ – Care service market
A. Consumers attitudes and experiences
Nokia brand
Nokia is a Finnish firm created by the fusion of 3 companies. In 1992, they chose to focus
their activity on the phone and put aside the rest of their work. The biggest success of the
brand was the 3310 model, especially for its sturdiness and its games like Snake and
others. Today, people willing to get a new phone still choose Nokia for several reasons,
not only for its solidity but also for the functional and effective applications. It is also
recognised for its innovation sense and its now famous motto: Connecting people. Human
has always been at the core of the strategy. As a result, they enjoy celebrating the
difference of each person and design product that can adapt to everyone’s needs. For 14
years, Nokia was considered as the 1st phone manufacturer in the world. Unfortunately,
it has been outdistanced by Samsung in 2012.
Experiences towards Nokia Care
Positive
Negative
à Confusion on the post-purchase service.
Customers often accuse their telco
operators instead of accusing their phone
manufacturers.
à The post-purchase service like the repair
service is very long.
à Nokia customers like the fact that the
company is investing a lot of money in the
research and development department.
They really enjoy their ability to create
innovation.
à Plurality of opinions, positive and
negative ones. Actually, it is a brand that
people like to talk about.
à A lot of people declared other problems on
their phone after a repair, that they did not
have before. They had to send their phone
back several times or need to get a new
phone.
à Different device models have the same
problems.
à People cannot negotiate with the repair
staff. It is impossible to cast doubt on their
assessments. They do not need to give
evidence of their analysis and you have to trust
them : customers feel trapped by the brand.
•
•
4

5. Nokia phones’ range is really wide in order to target every customer needs and budgets.
Nokia phones used to be preferred by professionals, but today the brand is working to
change this trend by proposing attractive designs and several applications and then
conquer new market shares.
The customers opinions towards Nokia Care service are divided: many negative points of
view were given about the post-purchase service, especially concerning the repair quality,
the repair delays and the communication between the repair service and the customers.
However, many opinions expressed satisfaction about the way customers were received
by the Nokia Care Staff.
Insights
§
People cannot live without their phones. They need a fast and efficient repair service.
§
It is always difficult to stay in touch with the repair service, and customers are not
informed day by day (or step by step) about the repair’s evolution. When a customer
does not get information back, he thinks that the repair service has abandonned him.
§
They are looking for listening and attention.
B. Nokia Care services and competitors
DIAGNOSTIC
NOKIA o
734 Nokia Care Centres:
All supports are not
For repairs:
covering 499 towns including
available in every
If the device is within
201 rural Care Centres
country.
24-month-warranty,
o 222 Collection Points
Nokia care will make
o Software updates
There are 30 millions
sure it is up and
o Download
of repairs for 60
running within 5-
o Discussions
millions drops.
working days (loan
o Repairs
phone subject to
o Recycling
availability).
o Hotline / Email
o Facebook / Twitter
o Livechat
o FAQ
o Application (Tips & tricks and
Help)
5

6. C. Long-term challenges
§
Increase market shares
§
Gain new customers
§
Keep the position in the mobile trio manufacturers, siding Apple and Samsung
§
Design long-lasting services to be radically distinguished from the competitors
D. Problem
How can Nokia create a distinctive and attractive International Care offer
and an extended warranty whereas the company is facing powerful
competitors and different consumers insights in each country?
6

7. // - Strategy
A. Targets and objectives
Main group target: Nokia phone users, in-warranty and out-of-warranty
à Objectives:
§
§
§
§
Inform about the new Nokia Care offer and encourage subscription.
Lead consumers to store and increase traffic and sale - as well as the online traffic
Develop loyalty
Create a Word Of Mouth process around the service and gather people in a community
Secondary group target: Professional Nokia users
à Objectives:
§ Inform about the new Nokia Care offer
§ Attribute distinctive qualities to the new Nokia Care offer
§ Transmit confidence and security values
Influencer group target:
-
Nokia international employees,
Press,
Opinion leaders,
Bloggers,
Influencers in the telco and communication markets.
à Objectives:
§ Inform about the specificity of the new program
§ Encourage to promote the Nokia Care offer
§ Increase visibility of the digital and in-store plans
7

8. B. Nokia Care Positioning
Concept:
Flexible and customisable offer.
Positioning:
Nokia, an online and in-store, customisable service that brings collective solutions.
Promise:
Nokia Care, the choice of a customisable service.
Justification:
Finally customers have a choice through different options for a service.
Nokia Care presents its new range of services composed of 3 various offers to bring a
real added value to the brand’s products and accessories. In this novelty also comes an
offer dedicated to the professionals to maximize the use of mobile phones in companies
and guarantee a maximum number of services. Nokia suggests an assessment and
services which simplify the users life to lengthen those of their mobiles.
Baseline: Nokia Cares about your choices
8

9. /// – Recommendation
A. Nokia Care offering
So as to celebrate each Nokia user’s personality and satisfy their needs, we
decided to design a flexible offer. Actually, it is a paid offer that allows
people to choose add-ons to create their personal warranty. We have
created different levels of prices that allows every customer, whatever his
budget, to subscribe to the option of his choice and benefit from new
advantages.
Here are the complete presentation of the 4 levels of the New Care offering:
1.1. STAR OFFER
We have designed this offer for the Nokia users who want to provide a basic care
program for their Nokia phone.
✩ Warranty
- This care program guarantees your device for 2 years.
- It also guarantees your charger, your desk stand, your battery and your cover for 6
months.
- Your handset, your cable and your softwares are guaranteed for 3 months.
- When you need your phone -or one of the items mentioned above- to be repaired, you
have to submit it to any Nokia Care centre of your country (not necessarily the one where
you’ve bought your phone).
- If the repair duration exceeds 3 weeks, Nokia will provide you a loan phone of the same
quality.
- If you want to know the evolution of your phone repair, your phone has to be registered
online on the Nokia Care website.
- This warranty is nominative and cannot be passed to anyone, whatever the conditions.
✩ Online registration
As soon as you will be logged on your Nokia Care private space, you will be provided a
5 Go online storage, where you will be able to save files such as pictures, videos,
messages or even contacts.
✩ Service
- Thanks to this program, all your data is secured.
- Once a month, you can fix an appointment in-store for a 2 hours time-slot where you will
be assigned a personal expert to discuss about the security of your data and he will also
advise you on how you should deal with them.
9

10. ✩ Extra
For 2€ more, the Starbucks application can be installed on your phone, allowing you to
order your beverage on your mobile before picking it up in the nearest Starbucks café
around you.
✩ Price: 100€- A 20€ discount will be given to the customer at the end of the contract to
buy a new phone.
1.2. COMET OFFER
We have designed this offer for the Nokia users who want to provide a medium care
program for their Nokia phone.
✩ Warranty
- This care program guarantees your device for 3 years. In this offer, you can choose your
program of warranty. Either you can choose to guarantee your phone against one
damage presented below, in an unlimited number of interventions during the 3 years of
warranty:
▴ Theft or loss
▴ Water damage
▴ Food or chemical damage
▴ Dropping damage
OR you can choose to guarantee your device against 2 damages listed above but in a
limit of 3 interventions during the 3 years of warranty.
- It also guarantees your charger, your desk stand, your battery and your cover for 1 year
OR you also have the choice to rather have the possibility to change one of these
equipments twice (or 2 different items once), during the 3 years warranty of your phone.
- Your handset, your cable and your softwares are guaranteed for 6 months OR it offers
you one replacement of one of the item as new.
- When you need your phone -or one of the items mentioned above- to be repaired, you
have to submit it to any Nokia Care centre of your continent (not necessarily the centre
where you’ve bought your phone). For example, if you are living in Russia but travelling
in Asia, you can submit your phone to repair in the Nokia Care centre of Tokyo.
- If the repair duration exceeds 2 weeks, Nokia will provide you a loan phone of the same
or higher quality as the one you gave to repair, with all your data retransferred on it OR
you can either choose to get your phone repaired quicker, in only one week.
- You will automatically be notified by email as soon as Nokia will receive your phone and
start to repair it. You can also follow online, on the Nokia Care website, the evolution of
your phone repair.
- You can pass this warranty to someone else (to one of your family members, friends or
sell it with your phone to someone else) by changing the owner information on your
online registration OR you can transfer of the ratio of your remaining warranty period
OR if you are buying a new Nokia phone before the end of your care offer, you can
guarantee it thanks to the transfer of the remaining warranty period.
10

11. ✩ Online registration
As soon as you will be logged on your Nokia Care private space, you will be provided a
25 Go online storage, where you will be able to save files such as pictures, videos,
messages or even contacts.
✩ Service
- Thanks to this program, all your data is secured.
- You can come to any Nokia Care centre on your continent anytime and ask for a
personal consultation with an expert, within the limit of the staff availability (without
appointment).
✩ Extra
For 2€ more, the Starbucks application can be installed on your phone, allowing you to
order your beverage on your mobile before picking it up in the nearest Starbucks café
around you.
✩ Price: 200€ - A 30€ discount will be given to the customer at the end of the contract to
buy a new phone
1.3. PLANET OFFER
We have designed this offer for the Nokia users who want to benefit from a prestige care
program for their Nokia phone.
✩ Warranty
- This care program guarantees your device for 4 years. In this offer, you can choose your
program of warranty. Either you can choose to guarantee your phone against all the
damages presented below, in an limited number of interventions during the 4 years of
warranty:
▴ Theft or loss
▴ Water damage
▴ Food or chemical damage
▴ Dropping damage
OR you can choose to guarantee your device against 2 damages listed above but in a
limit of 4 interventions during the 4 years of warranty.
- It also guarantees your charger, your desk stand, your battery and your cover for 18
months OR you also have the choice to change one of these equipments three times (or 3
different items once), during the 4 years warranty of your phone.
- Your handset, your cable and your softwares are guaranteed for 1 year OR it offers you
2 replacements of one of the item as new (or 2 items replaced once as new).
- When you need your phone -or one of the items mentioned above- to be repaired, you
have to submit it to any Nokia Care centre in the world (not necessarily the one where
you’ve bought your phone). For example, if you are living in USA but travelling in
France, you can submit your phone to repair in the Nokia Care centre of Paris.
11

12. - While your mobile phone is getting repaired, Nokia can provide you a loan phone of the
same or higher quality as the one you sent as soon as Nokia received it regardless of the
repair duration, with all your data retransferred on it. OR Nokia will do its best to fix the
problem within 5 days (not including shipping days).
- You will automatically be notified by email as soon as Nokia will receive your phone and
start to work on it. You can also follow online, on the Nokia Care website, the evolution
of your phone repair.
- You can pass this warranty to someone else simply by notifying the Nokia Care hotline or
Nokia Care centre of your choice of the change of ownership by mail or phonecall OR
you can be refund of the ratio of your remaining warranty period OR if you are buying a
new Nokia phone before the end of your warranty period, you can guarantee it thanks to
the transfer of the remaining warranty period of your former phone.
✩ Online registration
- The registration of your phone is automatic as soon as you buy your phone thanks to your
contract information.
- You will be provided a 50 Go online storage, where you will be able to save files such as
pictures, videos, messages or even contacts.
-
-
✩ Service
Thanks to this program, all your data is secured.
You can come to any Nokia Care centre on your continent anytime and ask for a
personal meeting with an expert, within the limit of the staff availability (without
appointment). You can also choose to set an appointment beyond the opening hours (8
p.m to 10 p.m).
The abusive use of your phone (more than 6 hours call a day) is covered and fully
guaranteed.
As soon as you contract this program, you will be able to download the Starbucks
application for free on your device, that allows you to order your beverage on your
mobile before picking it up in the nearest Starbucks café around you.
Revival games are available for free on your phone thanks to this care offer such as
Snake, Space Invader, Brick-breaker etc. to perpetuate the Nokia spirit.
✩ Price: 300€ - A 50€ discount will be given to the customer at the end of the contract to
buy a new phone.
1.4. UNIVERSE OFFER
This offer only concerns the pro users (either self employed or employee). It can be
contracted by the worker himself or provided to him by the company that employs him.
✩ Warranty
- In this care offer, there is no limit of duration in the warranty as the employee or the
company pays a monthly subscription and is not engaged on the long term. The phone is
guaranteed as long as the payment is repeated.
12

13. - When a problem is recorded, the owner can either submit is phone (send it by postmail to
Nokia Care, come to any Nokia Care around him) OR call the hotline to ask for a carrier
to come to his office and pick it up (extra fees).
- Any kind of damage is covered (theft, water damage etc.) in a limit of 1 repair per month
or 1 change per year, and under the condition that the repair is not superior to the price
of the phone.
- A loan phone is immediately provided to the owner, with all his data transferred on it.
✩ Online registration
- The registration of the phone is automatic as soon as the employee gets his phone, thanks
to the information the company would have given in the contract.
- The employee will be provided a 150 Go online storage, where he will be able to save
professional files such as text documents, presentations, pictures etc.
✩ Service
- Thanks to this program, all data is secured.
- Conferences can be organised on demand by the company especially for the business
users, dedicated to data securing in order not to disclose any important information on
the company
- A package of applications will be installed on the device of the business user in order to
optimise his work: Microsoft Office for mobile, Booking, Evernote, Exchange, Cisco
Webex.
✩ Price: 30€/month/per phone, +5€ per month for the international service.
B. Online
1. Nokia Care website
§
Technique
In order to improve the cross-approach of the Nokia Care offer, we suggest to create its
dedicated website. The brand needs to work deeply on the website structure and on the
keywords (SEO). We also advise you to create a hierarchy in the content displayed on
the website. Conten shoud be organised in sections.
As a matter of fact, the website needs to be developed in a webresponsive logic, which
will permit to save money (rather than creating another application). Finally, you should
work on the backlinks of the website. This technique will help the website to appear on the
1st page of Google researches.
The name of the domain for this new website will be Nokiacare.com. It has to be a
“.com” domain so as to be available all around the world. All the translated versions, one
for each country, will be gathered on this global website. Each country will be able to
read the website in his own language thanks to a dedicated menu.
13

14. §
Operation
The first goal of the website is to register your phone online so as to benefit from specific
advantages. When you will register your phone online, you will have access to your
personal account, on which you can synchronize your data and other digital content.
The different tabs to navigate through the website will be Home, Offering, Assistance,
Services and Download.
- Offering:
In the offering part, you will have access to the description and available options of each
offer. You can also subscribe to one online and benefit from former owners advice on
your future services.
- Assistance:
In the assistance part, we bring a solution to different problems. You will find a FAQ, that
will help people looking for information by themselves. If they want to discuss with an
adviser, they will find a chat and forums classified in different topics. Every answer will be
provided by non-expert people, that is to say influencers. The aim is to increase
communication exchanges and mutual assistance. The more they answer, the more they
will be rewarded and then ranked through a “Most active Nokia users” list. After that,
people will be able to join them directly through their profile. Their opinion and
participation will be shown to other members thanks to badges.
If people want to talk to a Nokia expert, of course it is possible through different means:
▴ A module with the avatar of an expert (interactive virtual adviser) will provide
professional answers.
▴ Video call via Skype
▴ Contact page with: the hotline per country, postal address, online forms, location
of Nokia centers and authorized retailers.
- Services:
We also wanted to make life easier for Nokia users, that is why this offer provides a
“Phone resale” service. Via this interface, you will be able to estimate the price of your
device and the associated Nokia Care offer. It will provide the price you sould sell your
phone and its warranty.
Another interface will allow people to post ideas, so as Nokia can develop new services.
You will also be able to subscribe to the newsletter.
- Download:
People will have access to video tutorials to help them dealing with their phone. They can
also download the synchronisation software, the different updates, new applications etc.
on this platform. Finally, they will be able to find all the phone guides, as well as Nokia
engagements.
2. Nokia Care App
The Nokia Care mobile application consists in 4 different screens, including: tips & tricks,
support, scan analysis + contact form. This option has been created to diagnose the
14

15. mobile phone and determine where the dysfunction comes from, and if it is possible to fix
it yourself before sending it to the technical support.
The Nokia Care app is also available offline
A connection is not required to launch this Nokia Care app, except the contact form.
3. Facebook & Twitter
Nokia Care already has fanpages for this service, but there are too many different
platforms. Nokia needs to develop a global approach on Facebook. It implies that Nokia
Care should create a unique page. It will be mainly written in English, but people will be
able to post comments in their own language. The same process will be developed on
Twitter. Contents should be displayed weekly so as to get everyone’s attention. We will
use these 2 platforms to post information and collect Nokia users ideas. As the Nokia
Care website, they will help people solving their problems. Nokia will post polls to get
answers and develop an exchange. Ambassadors will give piece of advice and hear
people requests’.
Nokia needs to hire several community managers so as to maintain communication. They
will be in charge of the activity of the pages by developing contests, open questions and
other. Nokia needs to create a formal editorial policy.
C. Nokia Care In-store
Global advice
§ At least one centre per country
Nokia needs to create a post-purchase and repair expert pole in each country in order to
standardise the offer. One of our insights was that mobile phone users hate to talk with a
foreign post-purchase service. Nokia users need to talk to experts from their own country.
With this process, Nokia will improve its customer relationship results because people will
feel understood and accompanied. Nokia should do the same for the hotline so as people
can join easily the expert team of their own country. No additional charges will be
generated for the call.
à No call centre will be located abroad, no answers will be provided from foreigners
neither from non Nokia experts.
§
Outfit
Experts from the centre should change their outfit. Today, they are wearing blue tee-shirts.
The problem is that Apple is doing exactly the same thing. As the colors are similar, we
suggest Nokia to switch to green shirts. It will allow Nokia to distinguish its team from the
competitors.
§ In-store
As we have a cross-approach on this project, we’ve also developed in-store services. Our
first idea, concerning stores is to design synchronisation and battery terminals. These will
15

16. help people synchronising their data into the centre with an expert that will provide pieces
of advice to secure them. Once more this new service aims to facilitate Nokia users lives.
The use of these terminals is free. If people want to transfer their data, they just have to
plug their phones and log in. Their data will automatically be transferred on Nokia
servers. They can also use the terminal to download updates for their phone. We know
that phones are always running out of battery, therefore people can charge their phone
via the terminal, for free.
We also want to create a positive atmosphere in centres. We suggest Nokia to design
lounge spaces into centres so as people can relax and share good times. In this lounge,
new Nokia phones will be presented and everybody will be allowed to try it for free, and
have a good coffee.
§
Professional process
Professional should be particularly pampered. Expert from each centre need to have a
strong personalised relationship with important professional customer. The latter have
unlimited access to Nokia expert and if they need a particular intervention, they can ask
to Nokia experts to visit them at their company office for a personal meeting. In-store,
professional will be welcomed first. Nokia can also create presentation on data security
for example, in which exclusively professionals will be invited. Professionals often finish
their working-day late: if they want to go to a centre, they can call it prior in the day and
ask them a personal meeting after open hours.
D. Online communication
§ Direct marketing
An e-mailing campaign will be created with a hyper-customised approach. Nokia users
will receive a mail about the new care offering and a special discount if they choose to
subscribe online (-25% for example).
§
SEM
To work on the visibility of this new platform, you need to set up a SEM campaign
through different Google Adwords campaigns, for countries in which Google is the 1st
search engine. This SEM has to be adapted, according to the 1st search engine used by
countries.
§
Banners
Banners will be displayed on the 10 most important website per country.
§
New media
A presentation video of the new offer will be displayed online, on YouTube, on the Nokia
website and on the NokiaCare.com website. Social networks will also be used to provide
information. Finally, Nokia ambassadors will be informed early so as to promote this new
offer through their Twitter, Facebook or blogs.
16

17. E. In-store communication
EVENT - Launch of the Nokia Care Service
We will organise a premiere for the new Nokia Care offer launch. These events will take
place in capital cities, in which there are important Nokia Care centres. Influencers and
media will be invited to a special presentation with videos. During the event, people will
be given goodies, like leaflets and USB Keys. The information will be displayed via
Facebook and Twitter.
Press
Nokia will send press releases to inform press about the new offering.
17

18. /V – Planning
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18

19. PART 2: Russia extended warranty
/ - Russian market
A. Mobile market
Russia is the largest country in the world, composed of 83 states with different statuses.
People are mainly gathered in the Western part of the country and in urban areas.
In the mobile phone market, there are 4 major operators. The number 1 is MTS with 105
millions users. The 2nd place is held by Bee-Line, Megaphon and Sky Link. It is the most
important mobile phone market worldwide with a turnover of $45 billions. Strong
investments are made on 3G and 4G-lite technologies in Russia. Mobile subscriptions are
really high (approximately 100$ per month). Due to this price, 98% of Russian people
prefer using prepaid cards for their mobiles. So as to charge their phone, a great number
of terminals are available (100’000 terminals). Mobile payment system is also very
popular.
Finally, Russia prones special offers for the elderly.
Advertising investments are estimated to be $114 millions and would be multiplied by 3
within 3 years. Concerning the market actors, Apple is the leader, followed by Samsung
and Nokia is in 3rd position. Apple is the only competitor who provides an extended
warranty.
B. Nokia position
Nokia was represented by 3 of its smartphones ranked in the top 5 of the best sales.
However, the brand has still lost market shares, and thus had to close 43 of its Nokia
Care centres. Since then, they are only present in retailer shops. The brand started
collaboration with the Russian centre of training and research, the Skolkovo technologic
Institute to lead a research project and put into practice innovating ideas.
For the Lumia 920 launch on the Russian market, Nokia set up street marketing
operations, thereafter broadcasted as viral videos online, representing an elevator of the
same color of the phone with animations inside (people disguised as Angry Birds
characters), and on top of that an event relayed on the Russian medias that shows the
technical powers of the new mobile device (especially the camera with stabilizer). Rumors
are circulating around a new smartphone supposed to replace the Nokia Lumia 920. That
rumor started thanks to the russian blogger Eldar Murtazin, who would have been invited
to a private demonstration of the next Lumia.
19

20. C. Use of new media
The Russians are the first users of social media, in the world. 74,5% of the
Russian population, connected to Internet, has already visited a social media
platform once.
The average Russian Internet user spend 9,8 hours per month on social
networks, that’s twice as much as the rest of the world.
§ Social Network:
- Vkontakte: 23.4 millions active users, on average 20 minutes spent everyday on the
website. (TNS - 08/2011)
- Odnoklassniki: 16.5 millions users, on average 25 minutes spent everyday on the
website. Market shares should decrease in a near future, a merger with Prabhu is going
to be considered soon.
- Moi Mir (mail.ru): 18,9 millions users, 9 minutes per day.
§ Search Engine:
- Yandex is the first search engine in Russia. They own 62.7% of the search engines market
shares in the country (figures coming from ComScore 2010-2011).
Yandex reached 64% of the traffic on search engines, whereas Google recorded its traffic
pic in may 2010, with only 36%, a figure that already went down since then.
D. Insights
Russia is the vastest country in the world, the consumers expectations are
different because there is a multitude of culture which cross.
§
-
§
-
Customers:
The customer is impulsive. He is accustomed to buy product spontaneously, and is deeply
driven by his emotions.
He attaches importance to brands and to the quality of their product, as well as their
durability for the most humble. The price is often secondary, but the Russian customer is
still sensitive to the “good deal”. They also like to negotiate with store staff so as to benefit
from discounts.
Russian customers like to be contacted personally that is why they enjoy above-the-line
marketing techniques. They want to be pampered and be privileged.
Purchase process:
Whatever their age, the Russian consumers pay a lot of attention to blogs, discussion
groups and social media to look for information before doing an important purchase.
72% of the Russian people under 30 years old like this approach.
63% of the Russian people, over 50 years old, are keen on preparing their purchase with
the help of the social medias.
The medium revenue per person in Moscow is around 550€ per month, versus 150€ per
month in the rest of the country.
20

21. -
They particularly like premium product and customised offer.
§
-
Mobile phone market:
For 100 people in Russia, there are 179,3 mobile phone subscriptions.
They are 1.5 million Russians to have three mobile phones, according to a Romir study.
This trend concerns urban populations. And 26 % of the consumers use two mobile
phones.
Poor quality services.
-
// – Strategy
A. Extended warranty offer
§
Extended Warranty
Our advice is to choose and develop the care offering as it brings more advantages, but
in case you decide not to create this offer, you need to design an extended warranty
adapted per country. In fact, we have already included the extended warranty objectives
in our Care offering. In this part, you will find an alternative version of the extended
warranty for Russia, according to the Russian insights. The aim of this extended warranty
is to increase sales of the latter by 10%. We also want to increase phone sales in Russia.
§
Nokia Extended Warranty
The warranty is extended to 24 months. Limited warranty + extended warranty = 3 years
protection.
The extended warranty covers:
Manufacturer’s failer
Softwares and hardwares
Battery, in a limit of 3 changes in 2 years
Accessories, in a limit of 1 change per year.
§
Specific option concerning weather conditions:
Russian weather conditions are difficult. Cold is the main problem, it particularly
damages the internal components. The extended warranty should bring a specific
advantage on this subject. Thus, phones will be covered for worn state components, in a
limit of 3 repairs per year.
§
-
Accidental damages:
Theft,
Loss,
Droppings,
Water damages,
Screen breaks.
21

22. They can choose either to protect their phone against one damage, for the 2 years, OR 2
damages, in a limit of 3 interventions (2 years).
People who have subscribed to this extended warranty can either sell it or give it, when
they want to sell their phones. In case they want to buy a new phone, and don’t want to
sell their warranty, the extended warranty will be adapted to the new phone.
§
-
§
-
-
-
§
Subscription conditions
Customers can subscribe to the extended warranty directly in store, or online via the
NokiaCare.com website.
The extended warranty has to be subscribed anytime before the end of the 12 months of
the initial warranty, or the day of the purchase of the phone. In this case, he will be
offered a 10% discount on the price: this fact answers one of the Russian customers’
insights we have noticed, i.e. the fact that they are sensitive to discounts and to impulsive
purchase.
If the customer has not subscribed to the extended warranty the day he bought his phone,
he will be warned by SMS a month before the end of its limited warranty to subscribe the
extended one. As a result, the customer can subscribe to the extended warranty until the
last day of his limited contract.
If the subscriber has two Nokia mobile phones, he can take advantage of the extended
warranty for the second one at half-price.
Nokia Care Home (technical support):
The Russian geography is an important issue, especially in the case of phone failure.
Actually, the country is so vast that people cannot join easily any Nokia Care Centre. This
issue has been hardened by the closing of every Nokia stores. For Russians, it is always
difficult to repair a phone as it implies a very long route, a waste of time and energy.
A hotline will be assigned to each customer, allowing them to join their own expert. The
customer will be able to reach his expert easily, thus avoiding the complicated phoning
process. This contact will also be possible by mail or fax. In case of dysfunction, the
customer could directly contact his personal expert who will take the responsibility to send
him a technician.
Nokia should develop a service of movable mobile expert. These persons will be in
charge of collecting the phones directly at the customer’s place or in a specific point
chosen by the customer. These experts need to have a hyper-customised relation with
consumers, they need to know their identity, their taste, their habit and the problem they
have been called for.
When the expert gets the phone, he will bring a new phone (same quality or superior),
and will upload the data on it.
The customer will keep this phone during the whole repair period. When the expert will
bring his personal phone to the consumer, the latter will be asked to give the loan phone
back. The transfer will be to the charge of the client.
Repair Period
While the phone is getting repaired, the personal expert will directly contact the customer
by email or by phone to inform him about the evolution of his phone repair. Once again,
a hyper-customised approach is required.
22

23. B. Communication online
1. E-mailing
As Russian are keen on personal contact, we propose to create a direct e-mailing
campaign. These e-mails will be send to the customers via Nokia database to target
people who already possess a phone. E-mails should be hyper-customised and give a
special discount if people subscribe online (10%). Nokia can also buy another database
to join people who want to change their phones. In this case, the same offer will be
provided.
2. Ambassadors
Blogs are really important in Russia, as press is deeply censored, people find expression’s
freedom on the web. The opinions displayed via these platforms are valuable, and this is
the reason why we choose to invite bloggers to contribute to the development of this
campaign. They will be asked to post reviews of this new warranty on their blogs. They
will be rewarded by badges that will inform people about their Nokia Ambassadors
status. We will also link their reviews directly in the NokiaCare.com website so as to
increase cross traffic and visibility.
3. Banners & SEM
SEM needs to be done on yandex. Thanks to hyper-targeted ads displayed
on the web, we will design banners on the most visited websites from Russia.
These banners will appear for 2 weeks per website, and every 2 weeks we
will change the support.
Banners will appear on:
1. yandex.ru : Russian Search Engine
2. vk.com : Vkontakte (Russian Facebook)
3. Google.com
4. Google.ru, via sponsorized links, SEM
5. Mail.ru
6. Youtube.com,
7. odnoklassniki.ru : Russian classmates and old friends reunion website.
8. Facebook
9. Live internet.ru : Blog, news
10. Livejournal.com : LiveJournal is a rich, community media platform that willfully blurs
the lines between journaling and social networking
11. uco.ru : System to create websites, website builder of new generation, free hosting.
12. Blogspot.ru
13. Twitter
14. narod.ru: Unlimited space for Web pages, templates for creating, e-mail, access ftp.
15. sergey-mavrodi.com : International Cash Mutual
16. ya.ru: yandex
17. sape.ru : System sales links from the main and inner pages of websites with high
potential for automation of the SEOs and webmasters.
18. sberbank.ru : releases Financial Highlights
19. rbc.ru: News Agency. Business news, social, political, cultural and sporting life.
23

24. 20. kinopoisk.ru : Film News. Poster Moscow. Photos of stars, film stills and comments of
viewers.
21. searchengines.ru : News and articles on Russian and international search engines.
Newsletter. Forum for professionals.
4. Video
A presentation video will be made and broadcasted on:
▴
▴
▴
▴
YouTube
Vk.com
odnoklassniki.ru
Twitter
C. POS Campaign
1. Packs
As Nokia closed all its stores in Russia, we can only propose a POS
campaign to retailers.
Here is the content of the POS advertising packs for retailers:
-
Basic pack: POS advertising thanks to leaflets / goodies (pens, beanies...) / stickers /
posters: 300€
Advanced pack: POS advertising thanks to synchronisation & loading terminal /
advertising wall lamp (Nokia’s logo) / leaflets /goodies (pens, USB keys, beanies, key
rings) / stickers / posters: 500€
2. Nokia retailer Tour
Set up of utility vehicles at the colors of Nokia, ready for a tour through the Western part
of the country. Salespersons will visit every retailer to inform them about the new
Extended Warranty and also make an in-store activity during their trip.
3. Event
Set up of a digital interactive floor made of QR-codes changing every hour (LCD system)
at a symbolic place of Moscow and Saint Petersburg.
The event will last 1 day, per city.
As soon as the user flashes the QR-code, he will be able to win a trip, discounts on the
Extended Warranty, a Nokia phone, goodies or just read information about the Nokia
Care offers.
The event will be led by 2 hostesses dressed in Nokia colors (shirt and beany), and will
also give out leaflets and inform people about the extended warranty. They will finally
propose them to go to the nearest retailer store to get more info.
The purpose is to promote the new extended warranty toward the largest number of
people (Nokia current users and potential ones).
24

25. /// - Planning
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/V – Budget
25

26. V - Measures
After both campaigns, Nokia will need to estimate its return on investment
and its return on influence, on social networks. To do so Nokia should
measure the following points:
- Attitude and intentions
- Interaction rate
- Commitment
- Talk
- Affinity rate
Finally, Nokia will need to measure the loyalty of its customers and see if this
campaign led new consumers In-store and encouraged them to buy a Nokia
phone.
26