Team C8

Team C8

About the companyAbout the company• A Finnish multinational communications company

• The world's largest manufacturer of mobile telephones

• Global device market share of about 38% in Q3 2009

• Vision

– A world where everyone can be connected

• Promise

– To help people feel close to what is important to them

• Entry to the Smartphone market

– “Nokia Nseries”, a new brand of multimedia devices was announced on 27th April

2005 at the press conference in Amsterdam

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Nokia N95Nokia N95• Unveiled in September 2006

• Released at the end of March 2007

• Key features:

– Integrated GPS Ability

– Multimedia Features

– Internet

– Accelerometer

– N-Gage

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Nokia N95 TV AdvertNokia N95 TV Advert

• http://www.youtube.com/watch?v=WS54VEJF5Gw

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AnalysisAnalysis• Semiotic• Consumer Involvement (Neuro)

• Attitude and involvement• Problem recognition• The multifaceted self• The extended self

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“There’s a thing in my pocket...”

AnalysisAnalysis

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AnalysisAnalysis

...but it’s not one thing, it’s many.

It’s the same as other things, but exactly like nothing else.

It has an eye and an ear that shares what billions hear and see.

It’s not a living thing... …but if you feed it, it will grow. It can rally the masses, it can silence the crowd.

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AnalysisAnalysis

It can speak a thousand words ...

...but it has no voice.

It will find you the places... ...so you can get lost. And it can let the others feel what you’ve been just touched by.

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...but it’s not ...but it’s not one thing, one thing, it’s many.”it’s many.”

“There’s a thing in my pocket...

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Semiotic: Use of symbolSemiotic: Use of symbol• The things in everyone’s pocket represents the features that

N95 offers, for example:

GamesGames Email, TextsEmail, Texts

OrganiserOrganiser

MP3MP3GPSGPS

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Consumer Involvement (NLP)Consumer Involvement (NLP)• Neuro - the way we make sense of our experiences through the use of

minds, bodies, and senses (Knight 2002)

• The advert tries to portray the pictures of what people values and by showing those important pocket, the audience would feel that N95 is another valuable thing that they should have in your pocket.

• Also, it makes the audience realise that N95 can offer multiple value to them.

• By portraying people from different walks of life, it communicates that N95 suits everyone and it can also connect everyone together.

Visual Auditory Feelings

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AttitudeAttitude• Cognitive information processing

• According to the experiential hierarchy of effects, consumers act on the basis of their emotional reactions.

• The experiential perspective highlights the idea that intangible product attributes, the advertising is one of those aspects which can shape customers’ attitudes toward a brand.

• The message in the advert can enhance customers’ attitude toward the product.

Beliefs Affects Behavior Attitude

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AttitudeAttitude

• Smartphones, like the N95, are high involvement products, people focus on its features rather than the model.

• Message in this advert mainly talks about “what is in you pocket”. Different people, different things in their hands and different scenes show the things in our pockets can be various and different.

• This advert attracts people to find out what exactly is in the pocket!

Communication message /

persuasion stimuli

Attitude/behaviourchange

LowInvolvementprocessing

HighInvolvementprocessing

LowInvolvementprocessing

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InvolvementInvolvement

• This advert gives us a strong feeling towards the product. Whatever we hear or see in it, and the mood this advert evokes can affect us a lot. Using different scenes, e.g. people without heads, and a euphonious narrator, this advert can delight and give people a strong feeling that this is one thing I need!

• Warm feeling: affectionate, contemplative, hopeful

Think Feel

High

Low

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Problem RecognitionProblem Recognition

• Consumers paying attention to the advert will suffer a shift in ideal state (it raises), creating a greater gap between ideal state and actual state. The shift is caused by the advert demonstrating a need that the consumer did not know they had (a new need) – to have all these gadgets in one object – because it was one of the first to offer this package the message is salient.

• Consumers wish for normality to resume and will attempt to bridge the gap. Nokia wants this advert to trigger consumers into purchasing their product.

Ideal stateIdeal

Ideal

Actual state ActualActual

No problemNo problem Opportunity Opportunity RecognitionRecognition

Need Need RecognitionRecognition

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The multifaceted selfThe multifaceted self• As the ideal state changes so does the context in which the consumer

wants to see themselves and how they want to be seen by others - each increases.

• They want others to see them with the phone as they feel this will increase their standing with others and also it will raise their own self esteem.

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Extended SelfExtended Self• What is ‘Extended Self’?

– According to Solomon (2009) “The external objects that we consider a part of us comprise the Extended Self”

• Why do we need to extend ourselves?– According to Tuan (1980, as cited in Belk 1988) “Our fragile sense of self needs support,

and this support we get by having and possessing things because, to a large degree, we are what we have and possess”

• The extended self comprises of four levels: – Individual, Family, Community and Group

• Nokia targets both the individual and community levels in the N95 advert.

• By having actors with no heads Nokia is attempting to establish the phone itself as the consumers personal identity, thereby making the phone an extended personality of the consumer.

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ReferencesReferences• (Bruner, G. C. & Pomazal, R. J. (1988). Problem

recognition: The crucial first stage of the consumer decision process. Journal of Consumer Marketing, 5(1), 53-63)

• FCB Grid of product involvement, Ratchford,1987• Belk, R. (1988). Possessions and the extended self.

Journal of Consumer Research, 15 (September), 139-168.• Solomon, Michael R., (2009). Consumer Behaviour.

Buying, Having, and Being. 8th ed. New Jersey: Pearson.

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Thank you Thank you for your attentionfor your attention