How Nokia did a marketing push to launch its Lumia range of handsets

02 Jan

“The Nokia handsets with their Symbian OS don’t look interesting anymore.” That is one phrase which you would have heard any of the new smartphone buyers who shifted to Android powered handsets and iPhones last year. Samsung has overtaken its Finnish rival Nokia to become the leader in the smartphone segmet in India recently. This is the first time that Samsung’s share – both in volume and value terms – exceeded that of its rival, Nokia, which had the leadership position till now.

Nokia, in an effort to regain market share and its position as the leading smartphone maker in India, is betting heavily on the recently launched Lumia range of handsets which is powered by Windows phone OS. This is the first time, Nokia has released a phone which is not running on their Symbian belle OS.

Viral Oza, director marketing, Nokia India, discusses the marketing push behind the launch of the new phone on his blog. Excerpts from the blog are given below:

The launch of the Nokia Lumia engaged consumers through a 360 marketing campaign around the theme of “The Amazing Everyday”. This crusade has delivered an optimistic and revitalised message to the world to remind people that despite challenges, everyday can still be amazing.

While there were people who zipped their way through the Delhi DND toll without paying taxes, there were others who danced to the music at the malls – The Flash Mob! Other events included surprises like flash cricket in common hangout zones with Muttiah Murlitharan and Kieron Pollard, impromptu dance performance at Candies in Mumbai and snow zones covered with artificial snow in PVR theatres.

One of the particularly interesting initiatives were the souped up Lumia Taxis plying the streets, which asked the passenger whether he was interested in experiencing an Amazing surprise. The cabs, fitted with special effects, gave consumers the choice to opt for any one of the many Amazing Surprises planned by Nokia, including a helicopter ride over Bangalore, Chennai and Hyderabad followed by wine and cheese after the flight or a microlight flying experience, where the consumer was picked up in a Mercedes or BMW and was given the opportunity to fly the aircraft under the supervision of an experienced pilot or the chance to drive a BMW with their friends or even attend a cocktail making class using a variety of spirits under the mentorship of an expert bartender, amongst others.

Do you think the marketing push will enable Nokia to regain its market share? Or will Samsung prevail as the leader in the Indian smartphone market?

You can read the full article here

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Posted by on January 2, 2012 in Feed Spot


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