I had talked about how Nokia publicised its N97 through the B-School competition, THE COLOSSEUM some months back. But now that I think of it, it was not just publicity. The event was really a cradle of ideas – ideas that Nokia could use for not just N97 but also its other future products.
Think of it... The event was participated in by the most brilliant minds of the country. The suggestions came out after a detailed market analysis and touch-point study of the target consumers. What came out of the competition had to be top-notch. All that would be required after these ideas were generated would be communication of these ideas to few creative people who would then look for consumer target icons and use them to create super brands.
With an industry which keeps changing so fast, it really can be expensive to hire a top-notch ad agency to create advertising and marketing campaigns month after month. It would be very expensive to hire consultants for brand positioning and value propositioning. Going to B-Schools thus becomes an easy source of innovation (in terms of promotion strategies and not products). With the technology backing, all a marketing giant needs to do is float such competitions in the best B-Schools and the best design schools. One such competition would give them enough fodder to feed a few of their future products. At cost that would not even equal a single product launch, it sure is a very beneficial form of outsourcing.
P.S. Case in point: My introduction to the idea was this (not same but similar to Nokia 7610's "Its not just a phone, Its who we are."):
"My first phone was a Nokia 3310. It solved my communication needs. Then I bought a Nokia 6360. Not just did it solve my communication needs but connected me to real-life through its colours. Then I bought a Nokia 6670. That connected me to my computer and I could read documents and listen to music. Then I bought an NGage. That kept me connected to my first love – games. Then I purchased a N72 – which with GPRS, Good Music, FM radio, Camera and decent video – changed the whole concept of a phone. I was now connected to the whole world. But my world was limited by the capacity of the phone. Then came the N95 which with its huge memory ensured I had a bigger repository of songs than I could ever listen to in one sitting, that stayed connected to my memories through the images and videos I could store. What next? Has Nokia transcended all boundaries and connected me to everything I ever wanted to be connected to? Now I need something that not just connects me to the world but is also an extension of myself. Thus it is not a phone but my virtual self."
Our Team: Karan, Angshu, Me