SEGMENTS Problem Statement- Incapacitated digital utility with limited physical assistance on the same, clubbed with an integrated
bbed with an integrated fear of the cost associated with owning and accessing smartphones
Gramin Influencer (25 to 45 years )
Young rural leaders with strong
influence and connect with the
locals
Understands the problem of rural
India
Salaahkar (25 to 40 years)
Decision influencer in the buying
process
Considered a go-to person for
buying advices
Owns a smartphone
Gramin Youth (18 to 25 years)
The rural millennials
Knows the utility of smartphones
Loves to consume content
Ambitious and inquisitive
Gram Admi & Aurat 30+ years
Married
Has restricted usage of internet
Aspirational utility for empowerment as a
primary motivator to switch
Vikreta (25 to 45 years)
Local small scale vendors like barbers,
vegetable sellers .
Have a large volume of regular customers.
Show commercial utility for smartphones
to keep the customers engaged
Shehri gaonwala (32-45 years)
Consumes content majorly through radio
Lives and works in city
Price-sensitive
Has professional utility of the device
Swiggy Zomato Dunzo rider ‘s fleet + ...
The urban millennial (18-35 years)
Values legacy over currency
Seeks aspirational utility in gift giving
Passionate to make a positive change
Big box packaging
EXCHANGE CAMPAIGN
अपनी द िंता कम, Brand Positioning जो दिखता है वो दिकता है
First, to convert the feature phone users to Connecting Phone + Charger +
smartphone users we are doing Exchange फोन की द िंता Everyone Merchandise +Tempered +
karo, Zindagi Badlo campaign. Where the ज्यािा ??? to
Everywhere
back cover +Ear phones MICRO Finance
buyer will get a small merchandize while
(Digital ecosystem With the help of digi dost, Nokia
giving a feature phone to the retailer. This
Glass Triple will be educating about the loaning
for digital literacy)
will incentivize the rural population to shift camera and micro financing schemes along
to smartphones. Big Screen Promotions Smartphone Back Panel
Positioning with one to one assistance to
Social Media Promotions | Contest (Talkies promotion) potential buyers.
Involve building a PHYSICAL pyramid structure using feature and smart phones, tag Experience Quality New consumer gets a discount on the phone
which stays And Vibrant color single
the users of the phone, on the post with a witty tag line. #Nokia Upgrading People Technology that The role of Digi Dost(Digi-Chaupal) will be not
Palette +
Influencer marketing will be leveraged to broadcast this िसिंती इन "डब्बो“ lasts
Multi
just to create awareness about Nokia but also
challenge, where millennial influencers would be asked to take up के सामने मत to convert the potential leads by sending them
Nokia
a coupon code for availing discount
the challenge and ask their followers to do the same. ना ना! or gift hampers at the time of purchase. should keep
“AIR BAND” + “SABSE-SABTAK” + “MELINDA GATES FOUNDATION” (Influencers) Posters of promotional offers and its prices 10% more
Collaboration with these influencers would facilitate acceptance of the device Digi-Chaupal will be than the estimated prices to
by the masses in a target village and would also improve customer intimacy posted at key locations like make up for the discount coupons
with the brand, as all the promotion launches would be facilitated through 8 P’s post office it will be giving through digi-dost or
and feature phone exchange. The pricing strategy
these influencers to promote the brand. Of chaupal. that Nokia would follow will be divided into 2 parts-
Targeting all the DIGITAL INFLUENCERS of the village eventually leading to organic
Marketing For the initial 3 months, smartphones will be launched
dissemination of the device in all the identified end consumer cohorts.
in retail stores only. In the 2nd stage, both online and offline
TIE UP with Retailers
Mix channels will be used where e-commerce will have discount offers
The Influencer Cohort Members are -
CSC (COMMON SERCVICE CENTER) Owners Shop-makeover or Nokia board From Monday to Thursday and retail stores from Friday to Sunday
Sarpanch | Teachers | Medical superintendent | . This strategy is in accordance with Moore’s Law. Keep a particular
if a certain decided number of
Aanganwaadi asha Worker | Setu kendra worker model for as long as the market can bear after the launch. This would
phones are sold. If the retailer
save Nokia their R&D costs and marketing costs. A similar type of
Social Media Influencers converts a feature phone
strategy is followed by Xiaomi.
buyer to a smartphone buyer, Nokia should also use Most Significant digit pricing. Most humans focus
1 2 3 he will be getting extra on the most significant digit - the "2" in case of Rs.29.95 or Rs.29.99
benefits according to the point seems a lot less than Rs.30. (To be used for the price skimming strategy)
Buyers’ Vikreta system proposed by Nokia. Initiating a 1.1x price Rs 8799
The VIKRETA would be converted by digi dost into NOKIA DIGI TRUCK Competitive Pricing
Persona a Nokia PROXY BRAND Engager by giving them An innovative concept that GPMT Pricing
Stickers/posters/flex for their vegetable table brings NOKIA close to the heart of
Affordable + trusted
DIGITAL CENTER Trusted brand Rs 7999
barber shop window. Bharat- the remotest part of the country. Price brand
(Helpline Number)
This Nokia digi truck will be available for X Nokia ka bharosa Only 6889
All centers in Nokia network would be asked to allot one Innovator
such member. The know-how of the allotted member would people every Saturday and Sunday from
9 am to 6pm in tier 2, tier 3 cities and villages. 0.9X
include digital payment, OTT, Heroes OF NOKIA +
email Set up, ecommerce. A local customer care technician will be recruited Early + Late
LEADERS OF NOKIA
DIGI-chaupal DIGI-dost to carry the task.Value proposition- Easier availability Early Adopters Majority Time
The physical replication of Nokia Digital and customer service for Nokia devices (mobile phones, PHYSICAL Consumer Adoption Process DIGITAL E-COM PLATFORMS
centre’s helpline service coupled with charger, earphones etc.) for the customers along
commission-based sales push to Work of NOKIA DIGI TRUCK- with creating brand awareness.
augment reach. Rural areas with 1.Door-to-door distribution of Nokia devices QR
compromised distribution 2.Creating awareness about the new NOKIA
channels and abysmal
Code
products especially the entry-level
digital literacy will Packaging
phones
leverage the deep
Penetration. 3.Repairing related issues for previously bough Nokia device