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Project of Marketng(New Product Nokia)

Project of Marketng(New Product Nokia)

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New Product Development E91

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New Product Development E91

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New Product Development E91

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New Product Development E91

LETTER OF THANKS DR TAHIR ALI Instructress University of Karachi. 15TH August 2009. Dear Sir, I am pleased to inform you that the marketing report you assigned for 15TH august 2009 has been completed. I have chosen a Nokia Mobile Phone as topic for the report. This report as per your instruction has covered all the authentic areas of concern and contains all the relevant information about the company’s MARKETING environment, marketing mix in detail, competitor’s analysis, etc. I would dearly like to thank you for the faith you showed in our capabilities & the encouragement you gave us when assigning us the report. In this report you will experience concise idea about this report in the executive summary attached. I have tried our best to gather as much information as possible. All rules and regulations for the preparation of the formal & marketing report have been taken into consideration. If there is anything else you wish to know. We will be glad to assist.

Thank you Muhammad Faraz Ibrahim Student of M. Com (Marketing)

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Preface Innovation and invention have been become the part & parcel of today’s life. Technology, beyond the shadow of any doubt, has human made life easy. Nokia, a Finland based corporation, has been using the latest technologies in its products such as fixed line voice telephones broad bank access voice over IP and wire less LAN. This project is related with the new product of Nokia-corporation i-e new cell phone E 91 (a mobile phone with USB flesh derives). The E-series is called Enterprise series and this new mobile is especially designed for business professionals and executives hence this segment is its target market. The E91 is also helpful to the students although it is expensive one. Besides the features of attaching USB flesh derive, it has a complete computer system with 9GB memory, music system, portable charger and distinguished colours. The product has been passed through different processes such as customer testing, conjoint analysis, BCG analysis. To work on such a new creative idea was not an easy task. I would like to thank Mr. Irfan, an expert in mobile technology, on his support. I am happy to express my gratitude for helpful suggestions made by Farhan Qasim, Suffiyan Saghir and Kamran Shiekh. I am especially glad to record my appreciations to Danish Khan. He continuously encouraged me with great intelligence and care. Among many others who helped with the project, I would like to acknowledge the great assistance of Sir Qureshi and Sir Irfan. A special debt is owed to Nokia Corporation which allowed me to work for them and enabled me to develop a new product the E91. I can only say Nokia is surely connecting the people Muhammad Faraz faraz.mcom@yahoo.com

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New Product Development E91

Executive summary
Introduction to Nokia Nokia Corporation, a Finland based company incorporated in 1967, is an international communication company in global leader in mobile hand set telephones. Nokia has a world wide share of about 40%. Nokia focused on the key growth areas of wire lines wireless telecommunications. Nokia produces mobile phones for every major market segments and protocol including GSM, CDMA, and W-CDMA (UMTS). The corporation also produces telecommunication network equipment for application such as mobile and fixed-line voice telephone ISON, broad band access, voice over IP, and wireless LAN. Nokia’s group structure is slightly different than its employment structure. Nokia Mobile Phones (NMP) is the world’s largest mobile phone manufacturer. With its comprehensive product portfolio covering all consumer segments and standards, Nokia is one of the pioneers of Mobile Information Society. Nokia’s mission is to enable people to connect with one another and to information sources regardless of time or place. Nokia’s technology and applications are designed for human needs and based on solutions that function seamlessly and effectively together Nokia Corporation consists mainly of Nokia Mobile Phones, Nokia Networks and Nokia Ventures. Nokia has an advanced research and development organization. Telecommunication research and product development activities employ 31% of the staff, and the financial effort accounts for ca 9% of the company’s turnover, Nokia Mobile Phones’ net sales in 1999 amounted to MEUR 13,183, and the company employed 23,775 people worldwide at the year-end 1999. Nokia has ten mobile phone factories in eight countries: Salo, Finland; Bochum, Germany; Komárom, Hungary; Fort Worth and Dallas, USA; Reynosa, Mexico; Manaus, Brazil; Beijing and Dongguan, China; and Masan, South Korea. Nokia’s mobile phone sales volume was 128 million units in 2000. (Nokia web pages 2001.) This project is related with the new product of Nokia-corporation i-e new cell phone E 91 (a mobile phone with USB flesh derives). The E-series is called Enterprise series and this new mobile is especially designed for business professionals and executives hence this segment is its target market. The E91 is also helpful to the students although it is expensive one. Besides the features of attaching USB flesh derive, it has a complete computer system with 9GB memory, music system, portable charge and distinguished colours. The project starts with the market analyses that comprise both the internal and external environment. This portion is followed by consumer analyses that include market segmentation, target market, needs evaluation. The product has been passed through the conjoint analysis. Having deemed the popularity of N and E series of Nokia mobiles, the main differences between the two have also been highlighted. The marketing strategy with its four elements designed for Pakistani business professionals have also been discussed. Sales have been projected for five years (2009 to 2010) along with cash flow statements.

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Product prototype has been shown to apprehend the new mobile E 91 and its different functions. BCG analysis and SWOT analysis of the new mobile will tell you the position of E 91. Since Nokia is world leader in mobile hand sets therefore has to adopt competitive strategies to overcome its competitor. Position defense strategy has to be adopted by Nokia. Customer testing will tell you the perception of the target Commercialization of E91 with all of its content has been described. customers.

At the end of the project, some other sets of E series have also been put. The reader will have complete knowledge about E series and especially the new product E91. ****

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Market Analysis
The market analysis investigates both the internal and external business environment. It is vital that Nokia Corporation monitors both the environments regarding its business. Internal business environments Nokia, one of the leading cell phone manufacturers, is renowned for its rganizational culture. Flexible and speedy decision making in a flat, net work organization form. Since from the beginning, the company always tried to shape a Culture of TRUST, RESPECT and OPENNESS. To effectively control the internal business environment, Nokia conducts continual appraisals of the business’s operations and readily act upon any factors which cause ineffectiveness in any phase of the production and consumer process. External business environments Changes In the external environment will create opportunities or threats in the market place. Fluctuating economy, changing customer attitude and values, and demographic patterns heavily influence the success of Nokia’s product on the market and reception they receive from the consumers.

****

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Consumer Analysis
Market segmentation The market segmentation is based on occupation i-e business professionals/ executive Target market 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 The new cell phone will serve all the business professionals in all over the world at a reasonable price. Need evaluation Cell Phone Users in Pakistan Prefer Style over Features Published by Babar on March 28, 2007 11:55 am under Competitive Trends, Report from The Nation. A latest study conducted by Nokia pointed out that the people in Pakistan prefer style more than the need of being connected. The study says that the new devices combined with a attractive fold design with quick cover keys is bringing out substance to style, which is more acceptable in Pakistan as compared to other markets in the region of Asia and Asia Pacific. The study said that for innovationconscious users ‘we need to offer intelligent and entertaining multimedia functionality in an easy to use, ultra slim package’. Talking to The Nation regarding the study and cell phone users preference for Nokia in Pakistan, Tomi Paatsila, Vice President of Mobile Phones Sales and Market Operations for Nokia in the Middle East and Africa said that the users in Pakistan had surpassed others in the demand for innovation in technology.

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He said that the cell phone users in Pakistan were involved more in style, which was beyond their expectations. He said the users in Pakistan needed style and design more than other features. He said that Nokia was considering of doubling its investment in Pakistan looking at the response. He said that Nokia has conducted a comprehensive and detailed study of mobile phone users and Pakistani users have surpassed their forecast in the market which will be over 3 billion subscribers by 2008. Tomi said that youngsters demanded innovation in multimedia computer that brings the complete experience to a sleeker body. He said that Nokia has created a very eye-catching device using premium materials to enclose world-class features and experiences. He said that Nokia had introduced a trimmer fold model to its Nokia E-series line up, a new multimedia computer that brings the complete experience to a sleeker body, with little compromise. ‘With the Nokia multimedia computer technology and design come together to create a revolution in design for a multimedia computer’, he said. ‘We do not want to compromise any of the key Nokia E-series experiences when we designed the stylish Nokia multimedia computer’, he said, adding, that consumers were conscious technology users and with them in mind ‘we want to offer intelligent and entertaining multimedia functionality in an easy to use, ultra slim package’. He said that Nokia music fans will appreciate the dedicated quick cover keys on the Nokia, which let them quickly and easily control the device’s music features from the outside of the folded device, for instant tunes wherever they are. With the advancement of technologies, new and innovative handsets are being launched in the market from time to time. Among all the widgets present, the Nokia E Series mobile phones perfectly meet the requirements and expectations of all the individuals and its huge popularity among the masses is a clear indication of its greatness. At 3mobileshop, the users will get all the latest Nokia E Series phones at very reasonable rates. The stunning colours and amazing designs make them more beautiful and their mind blowing features are highly capable of fulfilling the requirements of all the professionals and business executives. We have clearly mentioned the key features of all the available Nokia E Series phones, so that you don't face any difficulties while selecting the best ones for you. Customer driven strategy has been used to design new product. It is found the transference of data every where is not possible. One has to keep lap top and other necessary equipment with you all the time. This problem is addressed while conceiving the new product idea. Tough pen facility will also be provided in the cell phone. ****

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Market Positioning
The new product (mobile phone with flash USB derive) will be deemed as data provider, having all the functions of the note book, music system, portable charger. Budgeting for the new product. Marketing dept of Nokia should allocate 45% from its budget to launch the new products. This amount will be spent on the following stages;

1. 2. 3. 4.

Idea screening Concept testing Product development Test marketing

6% 10% 20% 9%

For strategic reasons, Nokia does virtually all this work itself, rather than farming it out. Why? To ensure control over the process and keep costs down. The formula seems to work. On average, it costs Nokia 69 euros ($87.63) to make a phone, and on average it sells phones for 102 euros ($129.54), leaving a gross margin of nearly 33%, better than its rivals can muster. The following pictures show the making of Nokia cell phone at the plant.

****
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Arrangement a New Product (E91)

Idea generation The new idea has been conceived by creativity technique i-e mind mapping. The idea starts with thoughts of cell phone then it linked with next association i-e USB flesh derive and Nokia book. Lateral marketing that combines two products concepts to create new product offerings. CELLPHONE + NOTE BOOK + FLESH DRIVE Idea evaluation Consumers do not buy product ideas they buy product concepts. IDEA: cell phones with USB flesh derive. CONCEPT: A quick view of data and all computer functions in a cell phone for business professionals and students. Conversion of data from USB to cell phone where and when you want will facilitate business professionals and students at reasonable price Concept testing Here is an elaborated version of concept. Our new cell phone carries complete function of computation and has an additional new technology of attaching USB flesh derive with it. This cell phone will be convenient for business professionals, students and above all security agencies to keep the data with them and view it when they want.

Conjoint analysis A statistical method that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes. The technique is based on the premise that products and services are made up of features or attributes that vary according to the identified preferences of consumers. The more dominant the interest in a particular attribute of a product, the higher will be the utility value given to it by actual or potential purchasers. It is widely used in marketing for various purposes, including concept identification of new products, competitive analysis, market segmentation, pricing, advertising, and distribution

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Here the respondents (10 people) were asked different attributes associated with the new product. Prices Brand Memory Portable charger Results Attributes Rs 60,000 Rs 65,990 Rs 70,000 E-series N-series 8 GB 8.5 GB 9 GB Yes No Prices ||| | | ||| | | | ||| ||| | Brands Memory Portable Charger RS 60000 E series 8 GB Yes 65990 N series 8.5 GB No 70000 9GB

Pricing
The Pie Chart show s custom er ranking about Pricing for new Nokia E 91

Branding
The Pie Chart show s custom er preference for Nokia E Series

1

1

1

3

4 E - Series N - Series

60000

65000

70000

Memory
The Pie Chart shows maxmimum v otes for 9 GB

Portable Charger
The Pie Chart show s portable charger is favourable

1 1 3 1 4 8 GB 8.5 GB 9GB Yes No

****

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Nokia E Series Vs N Series: War of innovative ideas to provide the best in communication

The popular Nokia N Series mobile phones are high performance multimedia gadgets for marvelous music experience on the move. These N-series gadgets are aimed at those users who look for advanced features in a compact device. They deliver amazing experiences by merging the latest technologies with trendy and sleek devices. All the N-series handsets are well endowed with great multimedia features and are packed with high-end features. The Nokia E Series phones offer extended mobility to the smart professionals who are looking forward to mobilising their workforce and achieve optimum productivity. These phones are one of the most powerful business handsets offering mobility on the move. These phones include a new line of business-optimised devices. ****

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Marketing mix
Price The skimming price is used for E 91. The expected price is from 60,000 to 70,000. This cell phone is related to E-series. This series is also called ENERPRISE series. Distribution Coverage: Nokia is widely available in al over Pakistan. Distributor Nokia main distributors are united mobiles, mobiles zone and Advance telecom. Nokia mobiles are mostly available at every mobile outlet. Promotion With the advancement of technologies, new and innovative handsets are being launched in the market from time to time. Among all the widgets present, the Nokia E Series mobile phones perfectly meet the requirements and expectations of all the individuals and its huge popularity among the masses is a clear indication of its greatness. At 3mobileshop, the users will get all the latest Nokia E Series phones at very reasonable rates. The stunning colours and amazing designs make them more beautiful and their mind blowing features are highly capable of fulfilling the requirements of all the professionals and business executives. I have clearly mentioned the key features of all the available Nokia E Series phones, so that customers don't face any difficulties while selecting the best ones for you. Apart from giving the cheap Nokia E Series phones, Nokia also loves to amaze its customers by showering on them exciting free gifts and interesting deals. One can get exciting free gifts like laptops, games and many more and thus, nowhere will you get such thrilling and exciting gifts along with handsets. These superb gadgets come with plenty of high-end features like video recorder, camera, music player, Bluetooth Technology and many more and with the help of QWERTY keyboard, one can access many more interesting features on these astounding Nokia phones. Our dedicated 'Customer Care Centre' efficiently pays heed to all the queries of our esteemed customers. Make efficient use of this opportunity and so, just hurry and purchase all these exciting latest Nokia E Series phones along with lucrative free gifts from Nokia. Nokia has been doing its share of marketing: the signs and hoardings on the road and media advertisement.

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NOKIA PAKISTAN
AN INSIGHT Published by Babar Bhatti on November 11, 2008 11:50 pm under Gadgets, Mobile Companies, Mobile Phones, SIM, Smart Phones, Telecommunications After years of managing Pakistan market from Middle East, Nokia presence in Pakistan in April of 2008. Imran Khalid Mahmood, Country General Manager Nokia Pakistan & Afghanistan, said that the opening of this locally centralized office reflects Nokia’s strong commitment to Pakistan. The Nokia website still includes Pakistan in the Middle East region though. Many reasons could be given for Nokia’s move: sixth largest mobile phone market in Pakistan (90 million users/Sims as of Sep 2008), increased competition from Korean and Taiwanese competitors and better brand management. Some believe that a big reason why Nokia moved in to Pakistan was to counter the threat of fake Chinese phones. The low-end knock-offs of Nokia (and other brands) from China had flooded the market and threatened to erode Nokia’s market share and to dilute its brand. Smuggling of Nokia phones is another problem. Another positive development is that Nokia opened customer care centers in Lahore and Karachi. As we wrote before, it will strengthen their image and promote brand loyalty.

****

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Long run Projection of Sales
Since the new Nokia E 91 has been designed to meet the need of the target market, following sales forecast have been projected ( in units and in Rupees) in KARACHI, ISLAMABAD AND LOHORE for the first three years. Projection of sales (In units) Years 2009 2010 2011 2012 2013 Karachi 1500 1800 2000 2250 3100 Islamabad 1600 2000 2250 2500 3000 Lahore 1250 1600 1800 2100 2500

Projection of sales (In rupees) Years 2009 2010 2011 2012 2013 Karachi 90000000 108000000 120000000 135000000 186000000 Islamabad 96000000 120000000 135000000 150000000 180000000 Lahore 75000000 96000000 108000000 126000000 150000000

Graphical illustration of sales projection Where the unit price of E-91 is price is Rs 60,000

200000000 150000000 100000000 50000000 0

2009 2010 2011 2012 2013

years

Karachi

Islamabad

Lahore

****
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The Adoption Process
Research, on how markets accept new ideas, has led to the adoption curve model. This demonstrates when different groups accept new idea, emphasizing the relationship between the groups and showing that there are leaders in the acceptance of new ideas. Following figure shows the adoption curve for a typical E 91. Innovators They are the first to adopt a new idea. They are eager to try a new product and are
Projected five year cash flow statement for E 91 S # 1 2 3 4 5 6 7 8 9 1 0 1 1 Items Sales revenue Cost of goods sold Gross profit Development cost Marketing costs Allocated overhead Gross contribution margin Supplementary contribution Net contribution Discounted contribution (13%) Cumulative discounted cash flow 0 0 0 -300000 0 0 0 -300000 0 0 -300000 0 -300000 0 -300000 0 2009 261000000 5850000 255150000 0 21750000 17400000 216000000 0 21750000 19247787.61 16247787.61 2010 324000000 70200000 253800000 0 27000000 21600000 205200000 0 27000000 23893805.31 40141592.92 2011 363000000 78000000 285000000 0 30250000 24200000 230550000 0 30250000 19889866.03 60031458.95 2012 411000000 87750000 323250000 0 34250000 27400000 261600000 0 34250000 19582548.66 79614007.61 2013 516000000 120900000 395100000 0 43000000 34400000 317700000 0 43000000 21378601.61 100992609.2

willing to take risks. Early adopters Are well respected by their peers and are often opinion leaders. They tend to be younger, more mobile and more creative than later adopters. Early majority They avoid risks and delays trying a new product. Late majority They are cautious about new ideas. Laggards or Non-adopters They prefer to continue past behaviour and are suspicious of new ideas.

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SWOT Analysis
OPPORTUNITIES • • • • • • • Push email, Bluetooth, EDGE 3G high-speed data Mobile with computer New market Well designed and style set

THREAT • • China mobiles Country situation

STRENGTHS • • • • Durability Long better life Global expansion Brand loyalty

WEAKNESS • • • Low voice quality Market skimming prices of high sets Heavy sets
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Not friendly users

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BCG Matrix for E91

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Product life cycle
Years 2009 2010 2011 2012 Karachi 90,000,000.00 108,000,000.00 120,000,000.00 135,000,000.00 Islamabad 96,000,000.00 120,000,000.00 135,000,000.00 150,000,000.00
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Lahore 75,000,000.00 96,000,000.00 108,000,000.00 126,000,000.00

New Product Development E91

2013

186,000,000.00

180,000,000.00

150,000,000.00

Below is the expected performance of E91 is shown through PLC.

****

Competitive Strategies for E91
Defending market share While trying to expand total market size. Nokia continuously defends its current business. The most constructive response by Nokia to defend its shares is continuous Innovation, and E 91 is an example of it. The new E 91 will increase the competitive strength and value to customers.
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Following are the policies for E 91 designed by Nokia Corporation. Premium performance. The E91 is reliable and durable like other products of Nokia. Complete information. Complete information is given on the ads regarding the concerned products.

Counter offensive defense.
Nokia has competition with Samsung, Ericsion, Motorola, and Sony Ericsion. Nokia has to adopt counter Offensive defense by launching innovative products. E91 is the best example of such strategy. Nokia is the major supplier of phones and at is located in one of the smallest countries of the world (5.2 million populations) and one of the most remote countries in the western economy. Nevertheless, it has grown enormous enterprise by simply being cost leader and using its advantage to constantly bring about product innovation and participate aggressively in the market places. Similarly, people who download music (or the modern day equivalent, if there is a thing) want an I Pod. 9 Reasons Why Nokia Rules the Mobile Phone Market In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-Ericsson and Motorola, Nokia really rules the mobile phone market all over the world with nearly 40% of the market share with no close competitors. Nokia is certainly the king when it comes to brand value, service and experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia including India and China. How they could reach the top position? Let’s find out. 1. Call Quality Nokia is known for its circuitry to handle the RF Reception and providing the best call reception quality. You won’t see users complaining much about the noise or the disturbances within Nokia phones unless its a problem of the telecom service provider. So, the primary objective of a mobile phone i.e. to serve us with better and clearer sound when we talk is served by Nokia perfectly. And if you are a person who is accustomed to other mobile phone manufacturers, then you know that even Apple phone and Sony Ericsson are guilty of it.

2. Hardware You can be assured of the quality that Nokia provides in your phone hardware. The circuits are far more durable and reliable than any of the other mobile phone available in the market. I am using a single Nokia phone for 6 years and I had to take it to the service centre only once during this period for a trivial problem. That speaks for the truth I am talking about. 3. Battery The Battery life of Nokia mobile phones is longer than many other cellphones available in the market. People who talk a lot prefer Nokia than any other brands.
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They always know that the battery will not run out in the middle of the call. iPhone has had this problem with battery life in the past and that hasn’t been solved yet. Nokia leaves others miles behind when we consider the longevity of the battery. 4. Robustness Everyone knows that Nokia mobiles are truly rock solid. I want to share my experience with respect to this. I dropped my Nokia the very next day I bought it. I dropped it on the staircase and it bounced to nearly 12 steps down. My heart pumped out with the fear of losing the phone on the second day. But what I found when I reached downstairs is that the phone is fully functional and it only had a few scratch in its body. Since then, it slipped off my hand many a times but it did not refuse to function. Thanks to Nokia for making such rugged phones. It would really be the worst thing if I had to take my phone to service centre or had to buy a new one every time I dropped my phone. 5. Wide Product Range Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every consumer groups, starting from simple and durable phones for the low income groups and high-end phones for those who can afford to spend money. So regardless of you being a corporate honcho or a fresher into the world of economy, Nokia has something for you. The sheer range of products is enviable and at the same times the success mantra of Nokia’s dominance. 6. Customer Service The Customer Care of Nokia which they call the Nokia Care, handles the complaints very efficiently satisfying their customers. I had a problem with the display of my Nokia Phone. I took it to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they implement on the customer’s mind, is really appreciable. Hope you remember the battery bursting incidents of Nokia mobile phones in India. The BL-5C battery, which was the culprit in this case, was promptly replaced with no questions asked. They also helped people with a temporary site to go and put their unique manufacturing id and see if they needed to change the battery or not. Believe me, the call wasn’t that easy keeping in mind the number of battery parts they had to change. 7. Reliability Nokia really has become a brand that people can trust upon. The error rates or crash rates of Nokia phones are very low. It will not dump you when you need this phone. And petty may this be but still; Nokia has this trust thing going in favor of it. People can blindly trust Nokia in Asian Countries. And not to mention, Nokia has deservingly earned this place. 8. Price The price tags of every Nokia mobile phone are very reasonable. one can still get a GSM mobile phone for as less as Rs. 1200 in Pakistan with all the basic features. 9. Experience

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Nokia is the largest cell phone manufacturer in the world with about 40% of market shares with its competitors nowhere near its sales volume. They know the world of mobile phone more than any other. They have ages of experience, hundreds of success stories and dozens of smart handsets in current portfolio. That helps them to evolve and thereby nourish our needs.

Global market share %
Year Nokia Ericsion LG Samsung Motorola Sony Electronics Others Total Total growth of the year 2007 34.7 11.3 21.7 7.5 6.4 18.4 100% 2008 38.8 14.3 14.1 9.2 7.2 16.4 100%

22.6

12.3

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Product development
The R&D dept has developed the following PROTOTYPE of the product. The goal is to find a prototype that embodies the key attributes described in the product test statement that performs safely under normal and conditions and that could be produced within the budgeted manufacturing costs.

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Closer view

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Customer Testing
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Customer testing has been measured through MONADIC RATING. This method asks the consumer to rate liking of the product characteristics on a scale.

Rating Characteristics E-series Memory 9GB Computer system Songs and videos Colours Blue Black Red Source Danish khan Umair Ahmed Kamran Faisal Ibrahim Jaffer khan Suffiyan Saghir Abid Naeem Aneequa Haseen Syed Mazher Ahmed V High ||| || ||| Hig h | ||| || ||| ||| || (software eng) (electrical eng) (St of MBA) (Web designer at Urwasoft) (St (St (St (St of of of of MCOM) MCOM) MCOM) MCOM) Average Lo w V Low

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Commercialization
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The new Nokia E 91 has carefully been debugged, and is now ready to be launched. Timing Since Nokia is leader in mobile hand sets therefore wants its each and every product to rule the market. Nokia- Pakistan is launching its new product as “first mover advantage” thus locking up key distributors and customers and gaining Leadership. Where The E 91 will be launched in Karachi, Lahore and Islamabad first. Since Nokia corporation is an international org. it will also launch its new product in Europe, India, and USA. To whom (target market) The product has especially been made for business executives particularly and students generally (for they are facing the problem of load shedding).

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Rate of return (ROI)
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Total investment incurred; Cost incurred to design and develops the mobile Rs 39,000 Overhead allocated RS 4,000 Marketing costs Rs 5,000 Legal costs Rs 24,00 Total investment Revenue generated through each set Rs 50,400 Rs 60,000

ROI for the first year (2009)

ROI = Revenue - costincurred Costincurred ROI = 60, 000 - 50400 100 Costincurred #

ROI = 20%

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Some Nokia mobile phones
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Nokia E series – Enterprise series Nokia E series
Phone model number Screen type 240 x 320 18-bit (262,144) Color 240 x 320 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 352 x 416 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 240 x 320 24-bit (16.7 million) Color 352 x 416 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 320 x 240 24-bit (16.7 million) Color 800 x 352 24-bit (16.7 million) Color Released S P P P P P P P P P P P P P P Technology GSM/EDGE GSM/EDGE/HSDPA/3G/WLAN GSM/EDGE GSM/UMTS/WLAN GSM/UMTS/WLAN GSM/EDGE/UMTS/WLAN GSM/EDGE GSM/EDGE/UMTS/WLAN GSM/EDGE/UMTS/WLAN GSM/WLAN/UMTS (Europe/Asia) GSM/EDGE/UMTS/WLAN GSM/EDGE/HSDPA/HSUPA/WLAN GSM/EDGE/UMTS/3G/WLAN GSM/EDGE/3G/WLAN Platform Generation BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 BB5.0 Form factor Candybar Candybar Candybar Candybar Candybar Candybar Candybar Slide Slide Candybar (flip keyboard) Candybar Candybar Side Slide Clamshell

Nokia E50 Nokia E51 Nokia E55 Nokia E60 Nokia E61 Nokia E61i Nokia E62 Nokia E65 Nokia E66 Nokia E70 Nokia E71 Nokia E72 Nokia E75 Nokia E90 Communicator

2006 2007 2009 2006 2006 2007 2006 2007 2008 2006 2008 Announce - 2009 2009 2007

S60 3rd Edition S60 3rd Edition FP1 S60 3rd Edition FP2 S60 3rd Edition S60 3rd Edition S60 3rd Edition S60 3rd Edition S60 3rd Edition S60 3rd Edition FP1 S60 3rd Edition S60 3rd Edition FP1 S60 3rd Edition FP2 S60 3rd Edition FP2 S60 3rd Edition FP1

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Card phones (PCMCIA)
Phone model number Released S Technology Generation Form factor

Cardphone Cardphone 2.0 D211 D311

2001 2001 2003 2003

D D D P

GSM GSM GSM/WLAN GSM/WLAN

DCT3 DCT3 DCT4 DCT4

PC card PC card PC card PC card

Other products Digital television
Digital television • • • • • • • • • • • • • • • • • Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Dbox DBox2 Media master Media master Media master Media master Media master Media master 9850 T Media master Media master Media master Media master Media master Media master Media master Media master

9500 9500 9600 9600 9610 9800

S C S C S S

9900 S 110 T 210 T 221 T 230 T 260 T 260 C 310 T ADSL modem

• • • • • • • • Line • • • • • • •

Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia

M10 M11 M1122 MW1122 M5112 M5122 Ni200 Ni500

WLAN products discontinued Nokia A020 WLAN access point Nokia A021 WLAN access point/router Nokia A032 WLAN access point Nokia C020 PC card IEEE 802.11 2 Mbit/s, DSSS (produced by Samsung) Nokia C021 PC card, with external antenna Nokia C110 PC card IEEE 802.11b 11 Mbit/s Nokia C111 PC card, with external antennas
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Nokia MW1122 ADSL modem with wireless interface Nokia D211 WLAN/GPRS PC card

Telephone switches Marketed by Nokia Siemens Networks • Nokia DX 200 • Nokia DX 220 • Nokia DX 220 Compact GPS • • • • • • • products Nokia 5140 GPS Cover Nokia wireless GPS module LD-1W Nokia wireless GPS module LD-3W Nokia Bluetooth GPS Module LD-4W Navigation Kit for Nokia 770 Internet Tablet, including LD-3W GPS receiver and software Nokia 330 Navigator Nokia 500 Navigator TETRA TETRA is marketed by Nokia Siemens Networks • Nokia THR400 • Nokia TMR400 (Car model) • Nokia THR420 • Nokia THR600 • Nokia THR850 • Nokia THR880 • Nokia TMR880 (Car model) • Nokia THR880i Internet tablets • • • Nokia 770 Internet Tablet Nokia N800 Internet Tablet Nokia N810 Internet Tablet

Security solutions IP appliances run IPSO FreeBSD based operating system, work with Check Point's firewall and VPN products. Nokia Network Voyager is an SSL-secured, Web-based element management interface. • Nokia IP 40 • Nokia IP 130 • Nokia IP 260 • Nokia IP 265 • Nokia IP 330 • Nokia IP 350 • Nokia IP 380 • Nokia IP 390 (EU Only) • Nokia IP 530
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Nokia Nokia Nokia Nokia Nokia

IP 710 IP 1220 IP 1260 IP 2250 Horizon Manager

In 2004, Nokia began offering their own SSL VPN appliances based on IP Security Platforms and the pre-hardened Nokia IPSO operating system. Client integrity scanning and endpoint security technology was licensed from Positive Networks.[4] Software solutions Nokia PC Suite Nokia Photos Nokia Lifeblood Intellisync Mobile Suite Nokia Business Center Nokia Sensor Gammu and Wammu for both Linux and MS Windows

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Military communications Nokia has also developed the Sanomalaitejärjestelmä ("Message device system") for Finnish Defense Forces. It includes: • Sanomalaite M/90 • Partiosanomalaite • Keskussanomalaite Nokia Strengthens Corporate Presence in Pakistan Published by Babar Bhatti on November 11, 2008 11:50 pm under Gadgets, Mobile Companies, Mobile Phones, SIM, Smart Phones, Telecommunications. After years of managing Pakistan market from Middle East, Nokia established local presencein Pakistan in April of 2008. Imran Khalid Mahmood, Country General Manager Nokia Pakistan & Afghanistan, said that the opening of this locally centralised office reflects Nokia’s strong commitment to Pakistan. The Nokia website still includes Pakistan in the Middle East region though. Many reasons could be given for Nokia’s move: sixth largest mobile phone market in Pakistan (90 million users/SIMs as of Sep 2008), increased competition from Korean and Taiwanese competitors and better brand management. Some believe that a big reason why Nokia moved in to Pakistan was to counter the threat of fake Chinese phones. The low-end knock-offs of Nokia (and other brands) from China had flooded the market and threatened to erode Nokia’s market share and to dilute its brand. Smuggling of Nokia phones is another problem. Another positive development is that Nokia opened customer care centers in Lahore and Karachi. As we wrote before, it will strengthen their image and promote brand loyalty.

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Announcements • • • • 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" rather than a "smart phone". On February 12, 2007, Nokia announced the addition of three new devices to the series; E61i, E65 and E90. 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.

References 1. 2. 3. 4. http://dsl.nokia.co.nz/ni200/index.htm http://dsl.nokia.co.nz/ni500/index.htm http://www.europe.nokia.com/nokia/0,,2375,00.html Nokia (2005-10-12). New Nokia family of devices targeted at the business world.

Press release. http://press.nokia.com/PR/200510/1015195_5.html 5. Nokia (2006-05-18). The smallest of Nokia Eseries, the Nokia E50 business device for mobile professional’s Press release. http://press.nokia.com/PR/200605/1051798_5.html 6. Nokia (2007-02-12). Nokia unleashes second wave of Nokia Eseries business devices. Press release. http://www.nokia.com/A4136001?newsid=1104232. Retrieved on 2007-02-14

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