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COVER PAGE

Module : MABD

Title :

Level/Semester : Semester 1

Programme : Global Programme in Business Leadership (GPBL)

Subject Tutor : Mr Vineet Gupta

Name of the Student : Nikita Mahale

Registration Number : PGD-P/Oct10/11/IG

Date of Submission :

Word Count : 2123words

Word Limit : 2000 words

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CHECK LIST

Students Name Sayeed Ali

Registration Number PGD-P/Oct10/11/IG

Last Date for Submission of Assignment 8th

DECEMBER,2010

Is the cover page in the correct format as indicated in the

Guidelines to Writing Assignment ?

Yes

Have I done a complete spell check of the Assignment? Yes

Have I done a complete word count of the assignment? Yes

Does the table of contents include numbers? Yes

Are the pages numbered correctly? Yes

Are the figures numbered correctly? Yes

Are the tables/charts numbered correctly? Yes

Are the captions of the table and chart proper? Yes

Are the references or the bibliography listed in assignment? Yes

Are the references adequate in the text? Yes

All reference material has been cited from book & the University

of Wales online library. any other internet sources quoted is with

the permission of the module tutor

Yes

Are the references in the text in the proper format as indicated in

the Guidelines to Writing Assignment?

Yes

Has a soft copy of the assignment been enclosed? No

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Declaration:

All Material written in this assignment is our own and we have not used any material, content or information

of others claiming them to be ours. Wherever materials have been used, proper citation has been done in the

text. We are fully aware of the rules and regulation governing plagiarism. Should at any point of the time

our work be suspected/investigated and established to have been plagiarized, We are aware of the

consequences. We have read the Students Handbook in detail.

Signature: Date: 08/1/2010

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TABLE OF CONTENTS

TOPICS PAGE NO

Cover page i

Checklist ii

Declaration iii

Preface 1

Needs and wants of car 3

Comparison of the marketing mix of Maruti

Suzuki and Hyundai i10

4

Conclusion and recommendation 9

Bibliography and References

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PREFACE:

This assignment covers the idea of the consumers needs and wants. Consumers make use of various products for satisfying their

needs and wants. This assignment presents what is consumer/customers basic needs and wants in particular product which is

explained theoretically with the help of particular example of one industry in this assignment. Here we have taken two alternative

products from the same industry and compare their marketing mix. Here we have taken two business mobile phones named Nokia

and Blackberry and how they address customers needs and wants and what is the difference between the market mix of these two

business mobile phones.

CATEGORY: CONSUMER DURABLE

PRODUCT: MOBILE PHONE

Consumer Durable:

The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions, refrigerators, air

conditioners and washing machines. Instruments such as cell phones and kitchen appliances like microwave ovens are alsoincluded in this category. The sector has been witnessing significant growth in recent years, helped by several drivers such as theemerging retail boom, real estate and housing demand, greater disposable income and an overall increase in the level of affluence

of a significant section of the population. The industry is represented by major international and local players such as BPL,

Videocon, Nokia, Blackberry, Sony Ericssion, Samsung, Titan, Whirlpool, etc.

In last decade Indian mobile phone industry has witnessed a dramatic growth. Cheap mobile handsets, affordable airtime rates,low initial cost and affordable monthly rentals made it easy for anybody to go mobile. As per latest statistics India has around 140

million mobile subscribers. Mobile phone operators are using mainly two basic technologies in India, GSM and CDMA. GSM

stands for Global System for Mobile Communications and it is the most widely used mobile technology in the world with 2 billion

subscribers in 212 countries. Code division multiple access or CDMA is another mobile technology used in India.

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NOKIA

Nokia is one of the most loved and fastest growing brands in the world. A leading player in mobile communications all over the

world, NOKIA first started operations in the early 1980s.

Nokia is a Finland based company incorporated in 1967. Nokia started of as a pulp, rubber and cable manufacturing company by Knut Fredrik Idestam in 1865. Finnish Rubber Works acquired Nokia Wood Mills telephone and Telegraph cables. Nokia began developing the digital switch (Nokia DX 200) which became a success. In 1970, Nokia started taking an active interested in the power and electronic business. In 1987, consumer electronic became Nokias major business. Between 1992 and 1996, the company exited from the rubber and cable business August 1997 Nokia- GSM systems to 59 operators in 31 countries Nokia offers a wide range of mobile devices with the experience in music, video and imaging. Nokia entered in India in 1994. Nokia 2110- first ever GSM call. Operating office India- New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad Research and Development facility in Bangalore, Hyderabad and Mumbai 1995- First mobile phone call made in India on a Nokia phone on a Nokia network 1998- Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2004- Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004- First Wi-Fi Phone- Nokia Communicator (N9500) 2005- Local UI in additional local language 2006- Nokia manufacturing plant in Chennai 2007- First vernacular news portal

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Nokia E Series Phones - Impressive Business Devices

The Nokia E-series are one of the most powerful business handsets offering mobility to smart businesses and professionals on the

move. The E-series flaunts a new line of business-optimized devices. All the Nokia E-series models include amazing features like

Series 60 platform 3rd Edition, QVGA or better displays, Wi-fi, push email, Bluetooth, EDGE and 3G high-speed data and lots

more. These small and stylish phones are designed for people who are looking for a phone for both business and leisure use. These

sleek, sophisticated and well designed phones are an excellent choice for today's mobile phone user.

On October 12, 2005, mobile phone manufacturer Nokia announced what the company refers to as the E series,consisting of the three mobile phones, the Nokia E60, Nokia E61 and Nokia E70.

On May 18, 2006, Nokia announced the addition of the E50 to the series, which it refers to as a "business device" ratherthan a "Smartphone".

On February 12, 2007, Nokia announced the addition of three new devices to the series; E61i, E65 and E90.[3] On April 11, 2008, Nokia Australia has advised that the E61i will be discontinued in May 2008 and be replaced by a

more featured but smaller E71.

http://nokiaeseriesphones.blogspot.com/2008/03/nokia-e-series-phones-impressive.htmlhttp://nokiaeseriesphones.blogspot.com/http://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokia_E60http://en.wikipedia.org/wiki/Nokia_E61http://en.wikipedia.org/wiki/Nokia_E70http://en.wikipedia.org/wiki/Nokia_E50http://en.wikipedia.org/wiki/Nokia_E61ihttp://en.wikipedia.org/wiki/Nokia_E65http://en.wikipedia.org/wiki/Nokia_E90http://en.wikipedia.org/wiki/Nokia_Eseries#cite_note-pr3-2http://en.wikipedia.org/wiki/Nokia_Eseries#cite_note-pr3-2http://en.wikipedia.org/wiki/Nokia_Eseries#cite_note-pr3-2http://en.wikipedia.org/wiki/Nokia_E71http://en.wikipedia.org/wiki/Nokia_E71http://en.wikipedia.org/wiki/Nokia_Eseries#cite_note-pr3-2http://en.wikipedia.org/wiki/Nokia_E90http://en.wikipedia.org/wiki/Nokia_E65http://en.wikipedia.org/wiki/Nokia_E61ihttp://en.wikipedia.org/wiki/Nokia_E50http://en.wikipedia.org/wiki/Nokia_E70http://en.wikipedia.org/wiki/Nokia_E61http://en.wikipedia.org/wiki/Nokia_E60http://en.wikipedia.org/wiki/Nokiahttp://nokiaeseriesphones.blogspot.com/http://nokiaeseriesphones.blogspot.com/2008/03/nokia-e-series-phones-impressive.html

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BLACKBERRY

The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager. In 2002, the more commonly known

Smartphone BlackBerry was released, which supports push e-mail, mobile telephone, text messaging, Internet faxing, Web

browsing and other wireless information services. It is an example of a convergent device. The original BlackBerry devices, the

RIM 850 and 857, used the DataTac network.

BlackBerry first made headway in the marketplace by concentrating on e-mail. RIM currently offers BlackBerry e-mail service to

non-BlackBerry devices, such as the Palm Treo, through its BlackBerry Connect software.

The original BlackBerry device had a monochrome display, but all current models have color displays. All models except for the

Storm Series had a built-in QWERTY keyboard, optimized for "thumbing", the use of only the thumbs to type. The Storm 1 and

Storm 2 include a Sure Type keypad for typing, and are the two models that are full touch-screen devices with no physical

keyboard. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of phones prior tothe 8700.

The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed for 4 way scrolling. The

trackball was replaced by the optical track pad with the introduction of the Curve 8500 series. Models manufactured for use with

iDEN networks such as Nextel and Mike) also incorporate a push -totalk (PTT) feature, similar to a two-way radio.

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MARKET SEGMENTATION

Segmentation is the process of grouping people or organizations within a market according to similar needs,

characteristics, or behaviours. The market can be divided into segments by using four "segmentation

Basis": Psychographic, behavioristic, geographic, and demographic basis.

SEGMENTATION OF NOKIA E-SERIES PHONE

SEGMENTATION OF BLACKBERRY

URBAN

SEMI-URBANGEOGRAPHIC

PSYCHOGRAPHIC

AGE GROUP- 23 and Above

GENDER- MALES AND FEMALES

INCOME GROUP- UPPER MIDDLE AND HIGHER OCCUPATION- PROFESSIONALS AND BUSSINESSMENDEMOGRAPHIC

BRAND LOYALTYBEHAVIORAL

URBAN

SEMI-URBANGEOGRAPHIC

SOCIAL CLASSPSYCHOGRAPHIC

AGE GROUP- 18 -22 and Above

GENDER- MALES AND FEMALES

INCOME GROUP- UPPER MIDDLE AND HIGHER

OCCUPATION- STUDENTS, PROFESSIONALS AND BUSSINESSMENDEMOGRAPHIC

TYPE OF USERS

BEHAVIORAL

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WHAT IS MARKETING MIX?

The marketing mix is a term used to describe the combination of tactics used by a business to achieve its objectives by marketingits product or services effectively to a particular target customer group. Marketing activities come in all forms. McCarthy

classified these activities as marketing-mix tools of four broad kinds, which he called the four Ps of marketing: product, price,place and promotion. The four Ps represent the sellers view of the marketing tools available for influencing buyers. From a

buyers point of view, each marketing tool is designed to deliver a customer benefits.

NOKIA VS BLACKBERRY: COMPARISION OF THEIR MARKETING

MIX

PRODUCT:

A product is anything that can be offered to a market for attention, acquisition, use or consumption. The primary purpose

of a product is to satisfy a want or a need. Historically, the thinking was: a good product will sell itself. However there are

no bad products anymore in todays highly competitive markets. Plus there are many laws giving customers the right to

send back products that he/she perceives as bad. Therefore the question on product has become: does the organization

create what its intended customers want?

MARKETINGMIX

Product

Variety

Quality

Design

Features

Brand name

PackagingSizes

Warranty

ReturnsPrice

List price

Discounts

Allowances

Payment period

Credit terms

Promotion

Sales promotion

Advertising

Sales force

Public relations

Direct marketing

Place

Channels

Coverage

Assortments

Locations

Inventory

transport

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NOKIA E SERIES:

Some of the products that Nokia offer to the customers is:

Nokia E7 Nokia E75 Nokia E66

Nokia E90 Nokia E900 Nokia E71

Features

Stay up to speed with 3G, HSPDA, and WLAN connectivity Ovi Maps and integrated A- GPS Comes with some of the browsers like web browse (xhtml)

JavaScript, Flash lite 2.0

It is integrated with WLAN, Bluetooth technology, Mini USB, Infrared We can send the attached documents to any mobile and it supports word document, spreadsheet and

presentation

Symbian OS version 9.2 Ovi Maps 3.03 Lite with free navigation Office 2007 support

Packaging:

A mobile phone package should give a message about the product image to a customer. It should also complete the

experience that the product is providing to the user. Nokia produces hundreds of millions of phones with customer

packages and their environmental impact should be minimized. On packaging of Nokia set detail information about

the set is given and packing is made attractive by picture. Each set has its own booklet with information about its

features.

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BLACKBERRY:

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Blackberry bold Blackberry Curve 3G Blackberry Pearl 3G

Blackberry Strom Blackberry Torch 9800 Blackberry Tour

Features

Wi-Fi 3G network support Blackberry messenger GPS Sure type technology Optical track pad Fast network connectivity Visual fluid interface Slimmer profile World phones capabilities

Packaging:

There is not much difference between the packaging of Nokia and blackberry. Blackberry also give set

detail information about the set is given and packing is made attractive by picture. Each set has its own

booklet with information about its features same as Nokia.

PRICE:

Price generates profit so is an important element of the mix. Following points are to be consider:

The target customers

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Cost of production Competitors price

Nokia E series: Price range- Rs. 8,500-32000/-

Nokia E7 Rs.30,000/-Nokia E75 Rs.17,000/-

Nokia E63 Rs. 8,500/-

Nokia E90 Rs. 32,000/-

Nokia E900 Rs. 24,000/-

Nokia E71i Rs. 13,000/-

Blackberry: Price range- Rs. 14900-27990/-

PLACE:

Place is the means of distribution you select depending on the type of the product or service you are marketing.

Nokia E series

Blackberry bold Rs 32,000/-

Blackberry Curve 3G Rs 14,900/-

Blackberry Tour 9630 Rs 27,500/-

Blackberry Strom Rs 27,990/-

Blackberry Torch 9800 Rs 20,000/-

Blackberry Tour Rs 27,900/-

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Nokia has opened its retail outlet Nokia Priority as well has many authorized dealers at various places. Customers can also

purchase online through sites like ebay.com.

Blackberry

Blackberry also has showrooms all over the world same as Nokia and customers can buy online also.

PROMOTION:

The promotional mix is made up of five elements:

Advertising Sales promotion

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Public relations Direct marketing Personal selling

Nokia E series

One of the strongest aspects of Nokia is its advertising strategy.

Nokias ad campaigns are model specific and since they keep on introducing new models therefore the ad campaigns areshort lived.

Nokia does not stress much on Sales Promotion.

Blackberry

The advertisement We are the blackberry boys": through which blackberry is trying to become "everybody" phone in India

Conclusion & Suggestions

Nokia E series

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It can only be further pushed in to the market by toning down its promotion of others models and off course software

issues in their high end handsets need to be weeded out without any delay. Extensive sales promotion as against their

current marketing policy should play an important role in further increasing the visibility of E series. Pricing of E series

makes it a upper middle class business class gadget but its market share could also be increased by bringing down prices

and more models of E66 should be launched.

Blackberry

It is aiming to transform itself into a mass market player from being Nicher. This objective could be achieved by

enhancing its marketing budget and target all the individuals between 16-35 across all the strata of society. The entire

integrated marketing communication should be reinvented and it is already showing in the TV commercials which should

have a pan India impact and not just an urbane appeal.

It would also be important for them to considerably bring down the prices of all their handsets as well as introduce new

cost effective variants. It should not be forgotten that Micromax and other cost effective mobile phone manufacturers are

already in the fray.

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BIBLIOGRAPHY:

http://www.nectareal.com/history-of-nokia/

http://www.ibef.org/industry/telecommunications.aspx

http://www.nokia.co.in/

http://in.blackberry.com/

REFERENCE:

Marketing management,13th

editionPhilip Kotler

http://www.nectareal.com/history-of-nokia/http://www.ibef.org/industry/telecommunications.aspxhttp://www.nokia.co.in/http://in.blackberry.com/http://in.blackberry.com/http://www.nokia.co.in/http://www.ibef.org/industry/telecommunications.aspxhttp://www.nectareal.com/history-of-nokia/