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Introduction
• What is marketed in mobile industry?
• In industry mobile phone, Land Line Phones,
pagers, chargers, memory card etc.

• Prominent players
• Nokia LG
• Samsung Apple
• Sony Ericsson Motorola
NEED AND WANT
 MISSION STATEMENT
SONY ERICSSON
• “Our mission is to establish Sony Ericsson as the most attractive and
innovative global brand in the mobile hand set industry.”

NOKIA
• Everyone has a need to communicate and share. Nokia helps People
to full fill this need and we help people feel close to what matters to
them. We focus on providing consumers with very human
technology – technology that is intuitive, a joy to use, and beautiful.
• We are living in an era where connectivity is becoming truly
ubiquitous. The communications industry continues to change and
the internet is at the centre of this transformation. Today, the
internet is Nokia's quest.
 ANSOFF MATRIX
Market penetration strategy
(CURRENT MARKET AND
CURRESNT PRODUCT)
Product development
strategy
(CURRENT MARKET AND
NEW PRODUCT)
N-Series, E-series etc.

Market development Diversification strategy

strategy (NEW MARKET AND NEW
(NEW MARKET AND PRODUCT)
CURRENT PRODUCT) Eg. Nokia Siemens network
business, OVI internet
service
 SWOT ANALYSIS OF NOKIA
Strengths

• One of the most popular mobile Brand offering high

product quality.
• Wide range of product and price.
• Product warrantee worldwide.
• Fashionable product ( serve new trend).
• Global marketing (product)
• Good distribution channels
• WEAKNESSES
• Higher price as compared to competitors
• High supply chain cost
• OPPORTUNITIES
• Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge.
• New growth markets where cell phone adoption still
has room to go, including India and other countries.
• Joint venture in Technology.
– Nokia with NAVTEQ for providing Navigation
Technology.
• THREATS
• Looking mainly at the competition that are
taking away Nokia’s market share.
• Government legislations that hinder Nokia’s
development as a company (total cost of 3G
licensing in Europe is 110 billion Euros).
• Higher import charges.
• Gray market
• Presence of CHINA MOBILE in India.
PRODUCT LIFE CYCLE
 ENVIRONMENT FACTOR
• POLITICAL FACTOR: 
• Nokia reported spending $5.4 mn on lobbying in the
U.S. in 2007 and $2 mn on lobbying in 2008.

• ECONOMIC FACTOR
• Nokia had to change its functions from single market
to global market due to collapse of Russian Federation.

• SOCIAL FACTOR
• Nokia has been a member of the United Nations Global
Compact since 2001. 
• TECHNOLOGICAL FACTOR
• Changes in technology

• LEGAL FACTOR
• Patents and technology:
• Health risk and regulation
 
• ENVIRONMENTAL FACTOR
• Environmental impact of supplier‘s products and
processes Environmentally ethical considerations
amongst suppliers Life cycle impact of products
throughout the supply chain.
 
INVOLVEMENT
 MOBILE BUYING PROCESS
Total set Awareness set Consideration set choice set decision
NOKIA NOKIA NOKIA NOKIA
LG LG SONY ERICSSON SONY
SONY SONY ERICSSON
MOTOROLA
ERICSSON ERICSSON
MOTOROLA MOTOROLA
VIRGIN VIRGIN
SPICE SPICE
VIDEOCON
ONIDA
BOSS
CHINA
APPLE
  
TARGET SEGMENTS
• Communication-centric users
• Information-centric users
• Entertainment-centric users
 PRICING STRETEGY
• Market skimming pricing: Sony Ericsson k-790i
cyber shot mobile was sold at Rs 16000 in 2007 while
now its current price is approximately Rs 8700.
• Market penetration pricing: To gain market & fight
Gray market, to tap rural market
• Optional product pricing: Accessory like Blue tooth
hands free, memory card of higher memory storage,
multi media speakers, car charger, carrying cover, car
holder, captive charger etc. e.g. Sony Ericsson
• Allowances:
• Nokia also offer cash allowances:
• By buying 1200 and 1208 get 50Rs
• 75Rs on buying 1650
• 100 Rs on buying 2630 and 3110
• 200 and 250 Rs on buying 6300 and 5310
• 1 GB card free with N-72
 SEGMENTED PRICING:
• Entry level: (Rs 2,500-6,000)
Nokia: 3310,3315,5510,1100,1110
• Classic Series: (Rs 7,000-17,000)
Nokia:6300,6233,6120,3120 etc
• Xpress music: (Rs 13,000-35,000)
Nokia: 5220, 5310, 5800, 5610, 5320
• E-series: (Rs 18,000-60,000)
Nokia: N70, N73, N95, N96, N80, N81, N91
• Premium series: (Rs 80,000-1,500,000)
8800Gold, 8800arts
Distribution Channel
• Distribution cost:
• 2.7 per cent of the revenues for the half year

• Nokia Regional Distributor (3 to 4 % )

HCL Distributor (2%)
RDSS [Re - Retailer distributor stockist] (2% )
RDSS City & RDSS MD (2% &1%)
MD [micro distributor] (1% )
Retailer ( super market, malls, mobile next, mobile
store, hot spot ) [1%]
• Nokia also sells Nokia mobile through franchisee.
• Distribution through bundling offers:

• Nokia handsets will be offered with a free

Airtel Prepaid SIM Card with validity options
ranging from 18 months to lifetime.

• Distribution through CDMA player:

• Nokia with TATA Indicom

• Nokia with reliance
• Samsung with TATA Indicom
 Promotional Tools
Celebrity endorsement:
• Nokia : Shah rukh khan, priyanka chopra
• Samsung : Aamir khan
• Sony Ericsson : Hrithik roshan
• Motorola : Abhisekh bachan
• Spice : katrina kaif

• Nokia strategy for promotion is “Eye level is buy level”.

•  

 
• EVENTS & EXPERIENCES

• Sponsor of Kolkata knight Rider, IPL

• Nokia football crazy
• Nokia had signed on as the Official Sponsor of the
50th Annual Grammy Awards.
• Sony Ericsson is official sponsor of WTA tour.
• SAMSUNG is also among the chief sponsor of IPL
2009.
 SALES PROMOTION
• Sony Ericsson Mobile Communications has
launched a wide range of embedded Star Wars,
Spiderman 2-3, Jems bond 007 wallpapers and
ringtones in the selected handsets of Sony Ericsson
mobile phones.

• NOKIA: 
• N73 mobile offer 2500Rs original Blue tooth Free
• NOKIA 6220 offer leather Wallet
• NOKIA 6300 offer caps and shirts
• The promotional offer by
Samsung in August 2008, entitles
a Samsung Mobile Phone
Consumer to an assured gift of a
24 carat Gold plated coin and
Vodafone prepaid SIM card (in
the Vodafone circles) along with
a Scratch Card that could win a
lucky customer gifts ranging from
the latest Honda Accord cars,
Hyundai i10 cars to state-of-the-
art Samsung consumer
electronics products.
 Public Relation
• N-gage.com for game lovers
• Samsung fun club site for downloading wallpapers,
videos, ringtones etc.
• Sony Ericsson has tied up with Star Television’s
mobile interactive division ‘Plus’ to pre-install its
portal on its phones. Which allows users to view the
synopsis of daily soaps and entertainment shows on
leading channels of the Star India network.
• Doordarshan launched a mobile TV service for eight
channels that were made available by Nokia on its N-
series phones.