Mktg Nokia

8/10/2019 Mktg Nokia

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DIPLOMA IN BUSINESS (Advanced) - LEVEL 7

Marketing - MK70

Oct!"er #0 $ Intake

Lect%rer& ' Ar in artanian*Br%ce Min!g%e

+r!%, Strategic Marketing P anning .e,!rtA&&e&& ent *Part #

I&&%e Date/ %e&da12 # Oct!"er #0 $

3and in Date/ 4%r&da12 #7 N!ve "er #0 $Word counts-4581

+r!%, Leader

NID3IN KA. 3IKE5AN 1304003

+r!%, Me "er&

ALAN 3AKIDI5IL KU.IAN # 0060

S35 U AB.A3AM 83A8KO $0609:ANKI S3A.MA $06077


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RIEG, Group Strategic Marketing Planning Report (Assessment 1/Part !Marketing " M#$01" %e&el $

E;ec%tive S% ar1

'e are riting t)is report *or +okia to con uct secon ar- researc) t)at oul assist +okiaill gro in 01. )e primar- o 2ecti&es are to e&aluate t)eir current marketing strategies,

tactics, s-stems anal-sis o* current marketing en&ironment, market segmentation, market positioning, S' anal-sis, an pro&i e market action plan *or 01. to etermine o&erallmarketing con ition to reac) as a market lea er +okia5s current market s)are is 13 67 )ic)make to ecome as a market lea er +okia )as selecte t)e target customers )ic) it is *ocusing onto sell its pro uct an ser&ices +okia is targeting its marketing strateg- to t)e people li&ing in cities

an su ur s, -oungsters an usiness people

+okia )as con8uere t)e glo al mo ile p)one usiness since late 1660s 9o e&er, it) t)eemergence o* touc) screen inter*ace, Smartp)ones, an application so*t are, competitorssuc) as Apple, Samsung, an 9 : )a&e egun to attract muc) more attention t)an +okia Inor er to strengt)en competi&eness, +okia announce in M': 011 t)e partners)ip it)Microso*t an a option o* 'in o s P)one plat*orm *or its )ig)"en e&ices :ooperation

et een +okia an Microso*t is e;pecte to a**ect t)e mo ile p)one in ustr- signi*icantl-)is report o**ers insig)t into +okia


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a" e !< 8!ntent&

1 @ackgroun / erms o* Re*erence """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""4 Proce ure """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""4

3 Bin ings/Anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""43 1 Marketing 2ecti&es o* +okia"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""43 1 1 :orporate market o 2ecti&e""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""43 1 Bunctional 2ecti&es""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""".3 1 3 perational o 2ecti&e""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""".

3 Marketing En&ironment Anal-sis """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""C 3 1E;ternal En&ironment Anal-sis""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""C3 1 1 Macro Anal-sis""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""C3 1 Micro Anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""C3 Internal en&ironment anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""$3 1 Marketing Strateg- Anal-sis """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""$3 Marketing S-stem Anal-sis """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""$3 3 Pro ucti&it- Anal-sis """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""D 3 4 Marketing Bunctions Anal-sis """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""D3 3 Market Segmentation """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""D3 3 1 Geograp)ic Segmentation""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""D

3 3 ?emograp)ic Segmentation """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""63 3 3 @e)a&ioral Segmentation """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""63 3 4 Ps-c)ological segmentation""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""63 4 arget Marketing """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""103 4 1 n i**erentiate Strateg-"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""103 . Market Positioning """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""10 3 . 1Marketing Position""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""10 3 . Marketing Strategies""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""10 3 . 3 S' Anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""11 3 C Marketing actics """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""1

3 C 1 Pro uct strateg- anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 1 3 C Price strateg- anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 1 3 C 3 Place ( istri ution c)annel! anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""1 3 C 4 Promotion strateg- anal-sis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""134 :onclusions """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""13. Recommen ations """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""13FRe*erencing """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 13FAppen i; """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""14

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+okia 2ecti&es to reco&er lost market s)are an position itsel* as t)e market lea erBrom our &ision e can see t)at, t)e- recogni=e t)e nee *or i**erentiation an inno&ationin or er to ac)ie&e t)ese o 2ecti&es 9o e&er, +okia customers )o are *rom t)e

eclaration o* t)e mission an &ision t)at ma e not ecome clear(@@@=n!kia=c!=n )

o set up a ne ran image *or +okia5s mo ile p)oneH :reati&e an ren - o meet t)enee s o* t)e nic)eH oung an Ric) customers )o are pursuing st-lis) li*est-le%ea t)emo ile p)one market it) inno&ati&e an mo ern ne pro ucts ,Attract :ustomers to +etec)nolog-,En)ance ?istri utionMa;imi=e our re&enues,Regain t)e earlier market

position,Ac)ie&e a stea - increase in market penetration,Ac)ie&e t)e e;pecte gro t) rateo* t o -ears

6= =# >%ncti!na O"?ective&An e8uation to e optimi=e gi&en certain constraints an it) &aria les t)at nee to eminimi=e or ma;imi=e using nonlinear programming tec)ni8ues An o 2ecti&e *unctioncan e t)e result o* an attempt to e;press a usiness goal in mat)ematical terms *or usein ecision,anal-sis , operationsresearc) or optimi=ation stu ies .(Ar &tr!ng and k!t er2 #0 6)

In t)e *irst 8uarter o* 006, +okia reporte net sales o* appro;imatel- 6 $ illion Euros)e last 8uarter o* 013 it remains onl- 3 4D illion Euros 'e aim to increase t)e re&enue

- t)e en o* 01. to C illion Euros per 8uarter +okia5s s)are in t)e smart p)one market)as also roppe *rom 3D D percent at t)e eginning o* 010 to D percent at t)e start o*

013 'e aim to regain t)e smart p)one market to 07 - t)e en o* 01. an upto 30 7 - t)e en o* 01C - launc)ing t)e est smart p)ones in t)e market it) Microso*t

in o s an ;" o; gaming +okia )a a market s)are o* D 6 7 in 010 )ic) re uce to13 6 7 - t)e en o* 013 'e aim to regain t)e market s)are o* at least 1D7 in 01. >

.7 - t)e en o* 01C

()ttpH// statista com/!

6= =6 O,erati!na O"?ective&An operational or operating o 2ecti&e is a s)ort"term goal )ose attainment mo&es anorgani=ation to ar s ac)ie&ing strategic or long"term goals In usiness, operationalo 2ecti&es e*ine a clear, o*ten measura le, outcome o* a usiness operation or processt-picall- e;pecte to e ac)ie&e it)in a single calen ar or *iscal -ear( Ar &tr!ng and k! ter 2 #0 6)

)e a&erage num er o* emplo-ees o* +okia Group5s continuing operations *or 013 as.6333 ($1D0D *or 01 an D0D.C *or 011! 'e aim to increase t)e num er o* emplo-ees

- increasing our pro uction - creating more eman o* our pro ucts in 01. Impro&ePro uctionH 'e aim to impro&e pro uction )ic) inclu es increasing output, ecreasingcosts, launc)ing ne > inno&ati&e pro ucts an raising 8ualit- (@@@=n!kia=c!=n )

6=# Marketing Envir!n ent Ana 1&i&

6=#= Macr! Ana 1&i&

. P a g e
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Macro"economic polic- re*ers to )o go&ernments an ot)er polic- makers make

*or market *ailures in or er to impro&e economic per*ormance an ell" eing

Impro&ements in per*ormance egin it) t)e setting o* polic- o 2ecti&es, )ic) inclu e t)e

ac)ie&ement o* sustaina le economic gro t) an e&elopment, sta le prices, increase

pro ucti&it- an *ull emplo-ment

6=#= = E;terna Envir!n ent Ana 1&i&

)e E;ternal Anal-sis e;amines opportunities an t)reats t)at e;ist in t)e en&ironment@ot) opportunities an t)rea s e;ist in epen entl- o* t)e *irm )e a- to i**erentiate

et een strengt) or eakness *rom an opportunit- an t)reat(K!t er C Ke er2 #0 )=

ec4n! !gica

)e tec)nological en&ironments *orce t)at create ne tec)nologies, creating ne pro uctsan market opportunities +e tec)nologies can o**er e;isting opportunities *or t)emarketers )e tec)nological en&ironment is per)aps t)e most ramatic *orce no s)apingour estin-( Ar &tr!ng and k! ter2 #0 6)

+okia current *ollo ing tec)nologies are +okia %umia , Microso*t porta le po er an +okia ireless c)arging plate +okia %umia is a smart p)one +okia Microso*t porta le po er *eatures are goo atter- li*e, slim an st-lis) porta le S@ c)arger +okia irelessc)arging plate *eatures are ireless c)arging tec)nolog- an great esign (@@@=n!kia=c!=n )

In 01. +okia plan to start inno&ati&e tec)nologies an also ne +okia pro uct it) goo*eatures 'e ill also pro&i e in o s latest tec)nologies an applications t)at s)oul liket)e clientsEc!n! ic

)e economic en&ironment consists o* economic *actors t)at a**ect consumer purc)asing po er an spen ing patterns Marketers must pa- close attention to ma2or tren s anconsumer spen ing patterns ot) across an it)in t)eir orl market( Ar &tr!ng and k!t er2 #0 6)

+o a a-s +okia *inanciall- struggling ecause o* t)eir usiness is not goo In a ition t)ecompetitors are per*orming ell Earlier +okia as t)e market lea er +o +okia is oing

ell some o* t)e mo iles p)ones ecause o* t)e price an straig)t*or ar ness In In iaman- o* t)e ol er people are +okia customers ecause eas- to use (@@@=n!kia=c!=n )

+e;t -ear 01. on ar s +okia start a latest mo ile *or -out) people it) lo costcompare to ot)er competitors

6=#= =# Micr! Ana 1&i&Micro economics is stu ies a out t)e e)a&ior o* in i&i ual )ouse)ol s an *irms in makingecisions on t)e allocation o* limite resources

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S%,, ier&Suppliers *rom an important link in t)e compan-5s o&erall customer &alue eli&er- net ork

)e- pro&i e t)e resources nee e - t)e compan- to pro uce it5s goo s an ser&icesSupplier pro lems can seriousl- a**ect marketing

( Ar &tr!ng and k!t er2 #0 6)Bor a compan- like +okia suppliers ill mostl- e *rom i**erent electronic manu*acturer companies Bor e;ample +okia uses Intel c)ips *or t)eir internal circuits I* t)ere is some

ela- in t)eir suppl- or s)ortage o* t)e c)ip pro ucts, t)en t)e )ole sales ill e ela-eSame like t)at t)ere are ot)er parts o* +okia prepare - ot)er manu*acturers So managerss)oul al a-s )a&e t)e preor ere pro ucts So t)at t)e- can easil- o&ercome customer prenee s (@@@=n!kia=c!=n )

B%1er&'e )a&e emp)asi=e t)roug)out u-ers are t)e most important actors in t)e compan-5s

microen&ironment )e aim o* t)e entire &alue eli&er- net ork is to ser&e target customersan create strong relations)ips it) t)em )e compan- mig)t target an- or all *i&e t-pe5scustomer markets ( Ar &tr!ng and k! ter2 #0 6)

Bor our compan- +okia, e target all t-pe o* customers As our pro ucts )a&e i**erent price ranges )ic) can matc) a poor in i&i ual to a ric) one, its eas- to attract e&er-one

it) pricing strateg- )e onl- pro lem t)at +okia *acing is t)at it is not meeting customer nee s - its *eatures Its competitors like Samsung are pro&i ing est *eatures *or t)e same

prices So +okia )as to come up it) t)e ne an attracti&e *eatures to attract u-ers )e-

nee to pro&i e customer satis*actor- ser&ices to lea t)e market sales

6=#=# Interna Envir!n ent Ana 1&i&6=#=#= Marketing Strateg1 Ana 1&i&

Marketing strateg- is t)e goal o* increasing sales an ac)ie&ing a sustaina le competiti&ea &antage Marketing strateg- inclu es all asic an long"term acti&ities in t)e *iel o* marketing t)at eal it) t)e anal-sis o* t)e strategic initial situation o* a compan- an t)e*ormulation, e&aluation an selection o* market"oriente

( Ar &tr!ng and k! ter 2 #0 6)

+okia rule t)e smart p)one orl until t)e intro uction o* iP)one in 00$, )ic) c)anget)e current market tren s 'it) an aim to regain its position as a market lea er, +okiaentere in to a partners)ip contract it) Microso*t Also, it launc)e a ne series o* smart p)ones calle t)e +okia %umia , in or er to regain its competiti&e position(@@@=n!kia=c!=n ) 6=#=#=# Marketing S1&te Ana 1&i&A structure o* in*ormation an ata collection )ic) pro&i es a co)erent representation o* a nee an potential solutions )e s-stem ma- e use as an ongoing monitor o* t)e marketplace or on a case" -"case e&aluation o* a potential pro uct concept

(Ar &tr!ng and k! ter 2 #0 6)

$ P a g e
http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://www.businessdictionary.com/definition/structure.htmlhttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/data-collection.htmlhttp://www.businessdictionary.com/definition/provide.htmlhttp://www.businessdictionary.com/definition/representation.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/solution.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/monitor.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/evaluation.htmlhttp://www.businessdictionary.com/definition/potential-product.htmlhttp://www.businessdictionary.com/definition/concept.htmlhttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://www.businessdictionary.com/definition/structure.htmlhttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/data-collection.htmlhttp://www.businessdictionary.com/definition/provide.htmlhttp://www.businessdictionary.com/definition/representation.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/solution.htmlhttp://www.businessdictionary.com/definition/system.htmlhttp://www.businessdictionary.com/definition/monitor.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/evaluation.htmlhttp://www.businessdictionary.com/definition/potential-product.htmlhttp://www.businessdictionary.com/definition/concept.html


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In 011, +okia 2oine *orces it) Microso*t to strengt)en its position in t)e )ig)l-competiti&e smartp)one market +okia a opte t)e 'in o s P)one operating s-stem *or smart e&ices an t)roug) t)eir strategic partners)ip +okia an Microso*t set a outesta lis)ing an alternati&e ecos-stem to ri&al i S an An roi In 011, +okia also starteto make a num er o* c)anges to its operations an compan- culture t)at oul in t)e courseo* t)e ne;t t o -ears lea to s)ortene pro uct e&elopment times, impro&e pro uct8ualit- an etter responsi&eness to market eman (@@@=n!kia=c!=n )

In 013, +okia mo&e to rein&ent itsel* it) t o trans*ormati&e transactions )e *irst ast)e purc)ase o* Siemens5 stake in +S+, )ic) as nearing t)e en o* a eep restructuringan remarka le trans*ormation )e secon as t)e announcement o* t)e sale o* su stantiall- all o* +okia5s ?e&ices > Ser&ices usiness to Microso*tBollo ing t)e closingo* t)e transaction, +okia announce its ne &ision an strateg-, uil ing on its t)ree strong

usinesses +okia +et orks, 9ERE, an +okia ec)nologies

6=#=#=6Pr!d%ctivit1 Ana 1&i&S)o casing gain*ulness e;amination is a paramount apparatus in assessing t)e e;ecution o* t)e promoting i&ision in completing t)is part It measures t)e e**ecti&eness it) )ic)s)o casing inputs are utili=e to create target le&els o* a &ertising -iel s merc)an ise =(Ar &tr!ng and k! ter 2 #0 6)

Pro ucti&it- is an a&erage measure o* t)e e**icienc- o* pro uction It can e e;presse ast)e ratio o* output to inputs use in t)e pro uction process, i e output per unit o* input')en all outputs an inputs are inclu e in t)e pro ucti&it- measure it is calle total

pro ucti&it- utputs an inputs are e*ine in t)e total pro ucti&it- measure as t)eir economic &alues )e &alue o* outputs minus t)e &alue o* inputs is a measure o* t)e incomegenerate in a pro uction process

(@@@=n!kia=c!=n )

6=#=#=$ Marketing >%ncti!n& Ana 1&i& ?ecision making approac) in )ic) a pro lem is roken o n intoits component *unctions namel- accounting , marketing an manu*acturing )ese *unctionsare *urt)er i&i e into su "*unctions an su "su *unctions ntil t)e *unction le&elsuita le *or sol&ing t)e pro lem is reac)e

( Ar &tr!ng and k! ter 2 #0 6)Pr!d%ct

+okia R>? team researc)ing ne tec)nolog- an t)e- implementing t)e ne inno&ati&etec)nolog- +okia pro ucts &ar- accor ing to t)eir *eatures an serial num ers )e- )a&esuccess*ull- sol +okia :"series, +"series, Jpress music mo els, communicators an ot)er mo iles it) t)e po er o* its ran name +okia a opts pricing strateg-, t)e- price t)eir

pro ucts on t)e asics o* Market skimming tec)ni8ue ie, setting )ig) prices at t)e launc) o* t)e pro uct an gra uall- re ucing t)e prices )en competitors enter t)e market:ompetitors price"t)e- price t)eir pro ucts more or less at t)e same price as t)eircompetitors (@@@=n!kia=c!=n )

D P a g e
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6=6 Market Seg entati!n

6=6= +e!gra,4ic Seg entati!nGeograp)ic Segmentation calls *or i&i ing t)e market in to i**erent geograp)ical unitssuc) as nations, regions, states, counties, cities or e&en neig) or)oo s A compan- ma-

eci e to operate in one or a *e geograp)ical areas or operate in all areas ut pa- attentionto geograp)ical i**erences in nee s an ants Man- companies to a- locali=ing t)eir pro ucts, a &ertising, promotion, an sales e**orts to *it t)e nee s o* in i&i ual regions,cities an neig) or)oo s( Ar &tr!ng and k! ter2 #0 6)

+okia as t)e lea ing compan- in mo ile in ustr-, ut no it ent ack *rom topcompanies Moreo&er geograp)ical *actors are important *or e&er- mo ile compan- +o

+okia is struggling *or t)e usiness ecause o* ot)ers are gro ing ell in t)is *iel @esi ese ill plan to start a ne i**erent t-pes o* operation in In ia Burt)er +okia currentl-

starte t)ree or *our ma2or cities in In ia ut t)e main pro lem e starte selecte cities

eas- to catc) t)e customers an gra uall- it ill go to t)e rest o* t)e states as ell as incities Birst e c)oose t)e place in &er- important (@@@=n!kia=c!=n )

Since 01. e ill plan to operate ne areas an ne strateg- it) goo a &ertising planan inno&ati&e pro ucts o* +okia 6=6=# De !gra,4ic Seg entati!n

?emograp)ic Segmentation i&i es t)e market into segments ase on &aria les suc) asage, li*e"c-cle stage, gen er, income, occupation, e ucation , religion, et)nicit- angeneration ?emograp)ic *actors are t)e most popular ases are t)e most popular ases *or

segmenting customer groups ( Ar &tr!ng and k! ter2#0 6)Most o* t)e ne generation people are using +okia ecause in t)is mo ile i**erent t-pes o* games an eas- to )an le properl- )e main a &antage o* +okia p)one is price iseeconomical an t)is is t)e onl- reason -out) an teen age people are more using +okiaIncome is anot)er important *actor ric) people are using apple I p)one ut t)e- on5t go to

+okia )an sets 'e are more concentrate in me ium class people t)e- are looking +okia p)one ecause o* t)e price an eas- to use (@@@=n!kia=c!=n )

In 01. +okia launc)es ne &ersion mo iles p)one it) c)eaper price in t)e market

6=6=6 P&1c4!gra,4ic Seg entati!nPs-c)ograp)ic Segmentation i&i es u-ers into i**erent segments ase on social classli*est-le or personalit- c)aracteristics People in t)e same emograp)ic group can )a&e &er-

i**erent ps-c)ograp)ic c)aracteristics( Ar &tr!ng and k!t er2 #0 6)

:urrentl- +okia customers are looking more *eatures mo ile p)ones an goo 8ualit-camera Stu ent le&el customers are looking onl- +okia mo iles ecause in t)is mo ilesgames an i**erent t-pes o* applications are a e +okia ne &ersion mo iles in o s

mo ile is not going ell (@@@=n!kia=c!=n )In 01. +okia ill plan to launc) latest in o mo iles *or t)e usiness class people anstu ents

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running *irm ( Ar &tr!ng and k!t er 2 #0 6)

+okia as t)e lea ing compan- in t)e mo ile in ustr- +o it ent ack to t)e mo ileorgani=ation (@@@=n!kia=c!=n )

+e;t -ear 01. +okia intro ucing sop)isticate tec)nolog- an &er- goo usiness plan *or

t)e consumers

6=9# Marketing Strategie&

O


12/17


ser *rien l- it) man- accessories

Bormer market lea er

@ran a areness

Presence across 1.0 countrieseakne&&/

+o promotion is un ertaken to target t)e lo er class o* t)e societ-

Poor a*ter sales ser&ice

+ot matc)ing it) t)e people re8uirements in a p)one

:urrentl- &er- eak market s)are

O,,!rt%nitie& /

o e;pan it) a i e range o* pro ucts, *eatures an i**erent price ranges to

suit i**erent people

@eing using Microso*t in o s in our p)ones e nee to e&elop our p)ones

*or 3 gaming (J"@o; games! )ic) ot)er p)ones are lacking as o* no

4reat& /

o regain t)e position o* eing one o* t)e est in t)e market ecause Apple i"

p)one an e&ices running on Google5s An roi operating s-stem )a&e taken

o&er t)e more market s)are an gi&ing us a )ar competition

:)eap p)ones, a &ance *eatures > goo a*ter sales ser&ice

(@@@=n!kia=c!=n )

6=: Marketing actic&

6=:= Ana 1&i& Pr!d%ct Strateg1FMarket Penetrati!n

Market penetration is t)e compan- gro t) - increasing sales o* current pro ucts tocurrent market segments it)out c)anging compan- pro ucts @e-on e&aluating current

usiness , esigning t)e pro ucts t)e compan- s)oul consi er in t)e *uture @esi es all t)ecompanies nee gro t) i* t)e- are to compete more e**ecti&el- ,satis*- t)eir stake)ol ersan attract top talent ( Ar &tr!ng and k!t er2 #0 6)

+okia as one o* t)e esta lis) ran in t)e mo ile usiness in In ia Most o* t)e mo ile

organi=ations is gro ing ell ecause o* t)eir latest an roi tec)nolog- an t)eir *eatures +okia pro&i es onl- in o s tec)nolog- mo iles an it is not success in t)e In ian market (@@@=n!kia=c!=n )

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+e;t -ear e ill start a latest &ersion o* an roi mo iles an i**erent t-pes o* *eaturesa It ill )elp to catc) t)e market accor ingl-

6=:=# Price Strateg1 Ana 1&i&Pr!


14/17


Re"launc)ing +okia +"Gage p)ones it) J"@o; gaming an pro&i e *ree gameson purc)asing t)e p)ones it)in mont)s *rom launc) ate

@i on cell p)one e*ore t)e launc) o* our pro uct Bocus on Maga=ines an ne s papers A &ertisement anners in international sports groun s )ile matc)es (:ricket orl

cup matc)es, Rug - orl cup matc)es, soccer! se international stars *or a &ertisement campaigns epen ing on t)e regions ie ups it) regional top net ork pro&i ers to sell our p)ones it) ne internet >

call plans (@@@=n!kia=c!=n )

$ 8!nc %&i!n&)e main target o* +okia is to e t)e market lea er in t)e mo ile in ustr- connecte

orl i e an to retain t)eir market position - increasing market s)are - launc)ingi**erent t-pes o* latest mo ile an &er- goo ser&ices *or t)e customers +o a a-s +okia)a&e a plent- o* irect an in irect competitors t)at can arise in t)e mo ile market in ustr-

ur iscussion e *in out +okia is currentl- *ollo ing market skimming strateg- ancompetitor5s strateg- Moreo&er +okia5s current marketing mi; is *unctioning is &er- gooan t)e- ill continue in t)e same strateg- an &er- goo ser&ices in 01.

9=.ec! endati!n& +okia )as not come out it) an- speci*ic pro uct to cater t)e ma2orit- o* In ian5s el erl- people Ma- e t)e- can intro uce a &er- asic p)one it) ig letter ke- oar *or a &er-

nominal rate Recommen t)at +okia ill intro uce a special ser&ice sc)eme *or stu ents touse t)eir ser&ices *or a concessional rate +okia s)oul up ate t)e researc) epartment -getting t)e correct people to en)ance t)e ser&ices t)at can e ren ere to t)e customers

.e #eller, # % ( 011! Marketing Management (14 t) e ition!

Gra- Armstrong an P)ilip kolter, 013 Marketing (11 t) E ition !

Ri;, 010 #otler > #eller, 011

( nokia co n=!

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A,,endi;

M#$01 " GR P DGroup +orms

+r!%, Me "er&/

Na e ID

+i )in kart)ike-an 1304003 " eam %ea er Ankit S)arma 14030$$ " eam Mem er

S)-2u A ra)am :)acko 14030.C " eam Mem er

Alan )aki i-il #urian 1 10030 " eam Mem er

Lect%rer/ Mr Armin 'artanian

ea n!r &/1. E&er-one s)oul e acti&e2. Atten meetings on time an on5t miss t)em3. E&er-one s)oul *inis) )is part on time4. I* someone cannot o )is part, ot)ers s)oul )elp )im5. Respect eac) ot)er an t)eir e**orts

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Meeting Min%te&

M#$01 " GR P D

Meeting-

Date ' ##* 0*#0 $

+r!%, ' F

Meeting L 1

Start L H.$PM

En L 3H .PM

Partici,ant&/

+i )in #art)ike-an 1304003 " eam %ea er

Ankit S)arma 14030$$ " eam Mem er

S)-2u A ra)am :)acko 14030.C " eam Mem er

Alan )aki i-il #urian 1 10030 " eam Mem er

!,ic/ ?iscussion a out oing t)e (Group! Pro2ect Report

Di&c%&&i!n -

'e )a&e eci e to o Marketing report on +okia In ia )e report )as to e one - team

e**ort +i )in an Ankit ill o o - parts an S)-2u an Alan ill o Intro uction an ata

collection met)o

All t)e mem ers ill sen t)eir pro2ect task it)in proper time to +i )in #art)ike-an (Group

lea er! 9e ill com ine, e it an *inali=e t)e report

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Documents

Mktg Nokia