1 / 12

New Product and service development

New Product and service development. AP S 2011 Final project: Week 4. Company Overview: Nokia Inc. $ 50 Bn Fortune 500 company Over 1.5 Billion handsets active in the world 35%+ market share in smart phones market Working Overview: (presentation in focus)

josiah
Download Presentation

New Product and service development

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. New Product and service development AP S 2011 Final project: Week 4

  2. Company Overview: Nokia Inc. • $ 50 Bn Fortune 500 company • Over 1.5 Billion handsets active in the world • 35%+ market share in smart phones market Working Overview: (presentation in focus) • 130,000+ employees in 120 countries • Over 150 Vendors for creative/Technical and local needs on retainer basis • 15 Vendors billing more than $ 500 Million to $ 1.3 Billion • Minimum 50+ campaigns rolled out in different form per week I work on Marketing Mobile media products in 74 countries/68 languages

  3. Current ASSET (creative) DEVELOPMENT process • Campaign is Planned (Product/Service…) • Agency is briefed on making campaign theme/creative/assets • Agency works under deadline (typically very short) • Creative once ready …. • Ad-hoc • Last Minute • Poor results • Duplication of Assets • Re-work • More billing • Hiring/firing

  4. Reduces the chaos • Reduces TAT • Brings down costs • Brings more choices of assets for marketers in different markets • Process to generate more effective assets faster and cheaper Need a Solution!

  5. NPSD funnel in Asset Development Creating an asset bank via NPSD funnel process. Where every asset is a new product!

  6. Ideation • Agencies and vendors from all over the world will submit copy text, photographs, sketches and concepts in Idea bank for selection • Screen: • Meets broad brand guidelines (cross-life/race/religion/cult) • Target: 3000 to 5000 assets per week

  7. Expansion & surface evaluation • Assets and creative which target to at least one of the target segments will be selected– (4 user segments in company as per market research) • Screen: • 4 user segments i.e. target groups • Target: 1500 assets

  8. Detailed Evaluation & CFD • Assets with right weight/sizes will pass for CFD gate • CFD – People from all locations, teams (product/marketing/research) will be nominated as voters in rotation (3 months) to vote on assets passed through Detailed evaluation stage • Target: 450 to 500 assets with at least 3 star rating (via vote)

  9. TEsting • Rated assets will be tested on 10% user base in common or original language • Agency/Vendor will be paid for the asset • Testing gate: click rate, referrals and lead generation numbers • Target: 200 to 300 top performing assets • Non- performing assets will be tested with different image and copy combination

  10. Deployment • Top performing assets will be sent for translation and interpretation in 72 languages (Nokia business location languages) • Localized assets will be made ready for use (launch) – sizing/re-formatting • Target: 300 assets – localized and ready for use

  11. Launch/Post-launch • Assets will be kept in asset bank tool and will be used in marketing campaigns • Post launch: • Asset’s performance report will be re-submitted in asset rating • Performance report will go to corresponding vendor/agency for learning • Asset exit cycle will start:

  12. Thanks

More Related