SUCCESSFUL NEW PRODUCTS

Nokia 1100
250 million 1100's have been sold since its launch in late 2003, making it the world's best selling phone handset.

REASONS FOR SUCCESS

Identification of consumer needs/segments:consumers looking for basic & low cost mobiles. Consumers not interested in paying more for multimedia. They wanted a phone for making and receiving calls. Nokia realized the needs of this market segment and offered this new cell phone.

 Effective Marketing Research:- needs of customers were assessed & this new product was designed. Low budget segment, rough, reliable phone was a necessity. Nokia added some useful additional features like anti-slip grip & torch light. These 2 features helped them in differentiating the new model Effective advertising:-Aimed a low end customers only, targeted entry level phone users. Truck India (hot, long, dusty journey) As an educator it educated the customers in buying the original Nokia 1100 model.

 Ensuring Product Quality:- emphasized upon its image of good product quality silicon keypad, LED torchlight, anti-slip phone body. voice clarity, network coverage are pretty good, 4 days battery backup. Correct pricing strategy:- Rs.3,500/-

NEW PRODUCT FAILURE EXPERIENCES

MAGGI PICKLES:- Nestle with the success of Maggi noodles went to brand extension Maggi Pickle. Failed to impress Indian customers. It is difficult for people sitting in Switzerland to decide what kind of pickle will attract Indian customers. My dadima used to make the best Achaar Maggi is positioned as a snack, Pickles are taken at a full meal. Nestle assumed both brands come under food category but overlooked the usage occasions were different.