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Team10

Jegadeesan

Priyatharesini R

Sriram BSK

Uthra G

Vivekh K

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Success Attributes Made for India campaign

with TVCs (total videoconvertor) of Nokia 1100 tied toa truck

Better distribution strategies

Hindi text and SMS, talkingalarm etc.

User friendliness

Brand building

Universal charger for allhandsets

First to introduce mobile gamedownloading The Desi appeal

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Other Data Collection Methods

Focus Group

Experimentation

Observation Field trialsInstruments for market research laddering

projective technique or word association

Dash board

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Focus Group Nokia 1100 a related variant of 1101

This could give some insight about expectationsand could further develop

Though it represents a few in the population

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Experimentation Advertising

Sales productivity

Pricing

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Observations

Field trials:

Placing the product in selected stores to testcustomer response under real-life selling

conditions Can help in make product modifications,

adjust prices, or improve packaging

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Research Instruments Laddering:

Attributes

Consumption consequences

Personal values

Word association:

What comes to mind when we hear of Nokia brandor Nokia 1100

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Cont.,

Dashboards :

Online survey system is used to trackcustomer attitudes in real time and report the

results in an automatically updated"dashboard" application

This could be done in Nokia outlets

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Overcoming barriers through marketresearch

In 2004- Saral Mobile Sandesh (SMS inHindi). sales increased from 58.2% to 59.6%

Nokia handset not cheapest in market in pro

nokia 1100 Introduced concept store for promotion

Rising number of FMs led to the inclusion ofthis facility in its handset

Made SRK as brand ambassador then

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Cont.,

For the purpose of developing the productsspecifically for markets with high populationand low penetration, Nokia developed a teamcalled Mobile Entry Business Unit

Advertisements launched to create nokia anIndian image- highly localized

Followed model specific advertisement

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Conclusion

There is a strong brand preference

Brand conscious but not brand loyal

Features of the handset believed to be a

driving force Low priced Chinese set and high end

technologically advanced hand set thrust asmajor competitors

Mass market with low range (hi quality)products with more features

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References www.writework.com

www.slideshare.net/janchip/nokia-open-studios-presentation

www.nottingham.ac.uk

4/14/201212 Nokia 1100 - Case Study

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