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Nokia Forges Ahead, Faces Tough Challenge
- By Sanya Ademiluyi
- Published July 6th, 2009
- BrandWorld
- Unrated
It is clear that leading global GSM phone-maker, Nokia has been taking its Nigerian market very seriously, in recent times. In recent weeks, the Finnish company has been splashing big money on advertising campaigns to back up its latest effort to ensure that Nigerians are hooked on Nokia. One of the two ad campaigns which appear to be on at the same time, currently, is that promoting the phone-maker’s E-Series which provides e-mail on the go.
The other one is to promote an add-on service – a navigation map on Nokia phones that would enable those on roads in Lagos , the country’s most cosmopolitan city to find their destinations— which is a big problem in the also chaotic city. Over the past four weeks, Nokia has ‘bombarded’ Lagosians with bold, in-your-face ads talking about its impending road navigation service which would be provided through software maker, Gormap. Lavish full page ads from the phone-maker clog national newspapers such as Thisday, The Guardian and The Punch throughout the week. On well-listened to radio channels such as Rhythm, Cool FM, Continental FM, the story is the same.
The whole idea propelling Nokia’s heavy advertising and promotional efforts is for Nigerians to stick with their Nokia phones and also get new ones. Since 2007,when Nokia opened a Nigerian office it has ramped up its promotional activities, aimed at reinforcing its connection with Nigerian consumers. Already widely popular with Nigerian phone users, mainly on account of its ruggedness and ease of use, Nokia had a clear market lead over competitors.
But that market leadership was being seriously challenged by rivals—Samsung, LG and Motorola- who have had a strong presence, on ground in the country, since the advent of GSM services in 2001.These rival phone-makers have introduced several stylish, and chic models that have attracted Nigerian phone-users. But Nokia has fought back gamely.
When it first launched in 2006,it gave out tons of phones to several stakeholders .Then, last December, it organized a sales promo in which it handed out substantial cash prizes and of course, hundreds of free phones. The leading phone-maker has also offered Nokia phone users several repair centres where they can fix their phones on warranty –free of charge.
Still, the smaller rivals are not giving up. Late last year, Samsung launched two high-end models in the country— Omnia and L700. And backed the models up with a moderate budget .Only a few weeks ago, Samsung introduced a middle market model,C5212, with the added advantage of a dual SIM capability. Popular Nigerian football midfielder, Mikel Obi has been recruited to endorse the phone. There is also a sales promo underway for the new model tied to its popular brand ambassador-Mikel.
Samsung his backing the promo with an advertising campaign in Press and on radio.
The promo would last until October. In the meantime, ad agency LTC/JWT is drumming up support for Nokia’s E-Series which the phone-maker says provides e-mail to users on -the-go in “Three easy steps.”The agency is also handling the other Nokia ad campaign for the navigation map of Lagos which is calculated to endear Nokia to its phone users in Lagos .
Nokia may yet maintain its dominance of the market but its tough rivals are watching out for any slip.
The other one is to promote an add-on service – a navigation map on Nokia phones that would enable those on roads in Lagos , the country’s most cosmopolitan city to find their destinations— which is a big problem in the also chaotic city. Over the past four weeks, Nokia has ‘bombarded’ Lagosians with bold, in-your-face ads talking about its impending road navigation service which would be provided through software maker, Gormap. Lavish full page ads from the phone-maker clog national newspapers such as Thisday, The Guardian and The Punch throughout the week. On well-listened to radio channels such as Rhythm, Cool FM, Continental FM, the story is the same.
The whole idea propelling Nokia’s heavy advertising and promotional efforts is for Nigerians to stick with their Nokia phones and also get new ones. Since 2007,when Nokia opened a Nigerian office it has ramped up its promotional activities, aimed at reinforcing its connection with Nigerian consumers. Already widely popular with Nigerian phone users, mainly on account of its ruggedness and ease of use, Nokia had a clear market lead over competitors.
But that market leadership was being seriously challenged by rivals—Samsung, LG and Motorola- who have had a strong presence, on ground in the country, since the advent of GSM services in 2001.These rival phone-makers have introduced several stylish, and chic models that have attracted Nigerian phone-users. But Nokia has fought back gamely.
When it first launched in 2006,it gave out tons of phones to several stakeholders .Then, last December, it organized a sales promo in which it handed out substantial cash prizes and of course, hundreds of free phones. The leading phone-maker has also offered Nokia phone users several repair centres where they can fix their phones on warranty –free of charge.
Still, the smaller rivals are not giving up. Late last year, Samsung launched two high-end models in the country— Omnia and L700. And backed the models up with a moderate budget .Only a few weeks ago, Samsung introduced a middle market model,C5212, with the added advantage of a dual SIM capability. Popular Nigerian football midfielder, Mikel Obi has been recruited to endorse the phone. There is also a sales promo underway for the new model tied to its popular brand ambassador-Mikel.
Samsung his backing the promo with an advertising campaign in Press and on radio.
The promo would last until October. In the meantime, ad agency LTC/JWT is drumming up support for Nokia’s E-Series which the phone-maker says provides e-mail to users on -the-go in “Three easy steps.”The agency is also handling the other Nokia ad campaign for the navigation map of Lagos which is calculated to endear Nokia to its phone users in Lagos .
Nokia may yet maintain its dominance of the market but its tough rivals are watching out for any slip.
