ASSIGNMENT ONMARKETINGMANAGEMENT OFNOKIA
CONTENTS:
1.
MARKETING STRATEGY 2.OBJECTIVES 3.SEGMENTATION 4.TARGET MARKET 5.POSITIONING
6.
STRATEGIES
7.
MARKETMIX(4Ps)
SUBMITTED TO: KAPIL KATHURIA SUBMITTED BY: VIKAS DOGRA H-2008-MBA-43
COMPANY
PROFILE
COMPANY NAME:
NOKIA COMUNICATIONS
TYPE:
FOUNDED:
HEADQUARTERS:
PRODUCTS:
Mobile phonesSmartphone’sMultimedia computers
€4.966 bn (2008)
€3.988 bn (2008)
€39.582 bn (2008)
€16.510 bn (2008)
124,292 as of March 31, 2009
Nokia's
marketing
strategy
Nokia maybe the world leader in the mobile phones arena, but it seems as if it has completely lost its wayas far as the marketing strategies are concerned NO DOUBT THAT the products from the Finnishcompany, Nokia, are some of the very best in the world, but the company still hasn’t found a profitableway to market its goods. The very reason that other mobile phone companies are fast eating up Nokia’smarket share is their superior (yet simple) marketing practices.Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia’s board meetings.These companies have made Nokia pay dearly for its rudimentary approach in marketing its phones. Theaggressive marketing practices followed by Motorola have hit Nokia very hard and it is losing verycrucial global market share every month to its American competitor. Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight behind the N-Series range. The N-Series is packed with multimedia features and Nokia believes that these phonesmight woo the costumers back to the big daddy of the mobile phone world. But Espoo, we have a problem!! (Nokia is headquartered at Espoo, Finland).While Motorola (quite intelligently) gives a dashy-flashy name to every phone it brings into the market, Nokia tends to do the exact opposite. Nokia from the very start has relied on numbers rather than names.This strategy worked very well in the past, but only because there wasn’t much competition back then.But times have changed. Every month the market sees at least a dozen new handsets from an equalnumber of manufacturers. Consumers now have more than they can choose.Consumers are more attracted by names because they can thus easily relate to the features of the phone.This is evident from the success of the MotoRazr, MotoSlvr, MotoRizr and MotoKrzr. These phones arenot packed with heavy multimedia features like the N-Series; still they are selling like hot cakes. Just byreading the name of the handset, one gets a broad idea what the phone looks like or what its features are.Nokia advertises more than Motorola. Still its market share is dropping. Motorola does not need tospend much money for the promotion of its products and it doesn’t have to worry about the marketing of these phones; it just simplifies its job by naming its products right. Take the example of Apple. It did not
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Assignment of Mkt on Nokia
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| Upload Date: | 11/06/2009 |
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