PRESENTED BY

KOMAL SHAH REEMA SHAH

PRODUCT PLANNING

Presented by Komal shah WELCOME Reema shah

IN NOKIA WORLD

Nokia is a multinational communication corporation with its headquarter in Keilaniemi, Espoo, a city near to Finland.

It is the worlds largest manufacturer of mobile phones with over 132,000 employees in 120 countries, sales in more than 150 countries

Nokia Siemens and Symbian are its subsidiaries that produces application and network related equipments to Nokia.

 The main theme of the Nokia being Connecting people always gives priority to effective communication

PRODUCT LIFE CYCLE OF NOKIA

Stage 4 (DECLINE )Marketing Mix Implications

Product Fewer products left in product line.

Price If the product is to be maintained, the prices are retained. In case of termination, prices are reduced to liquidate inventory.

Distribution Channels are phased out gradually.

Promotion Advertising expenditure reaches a minimum level

Nokia: three big problems for deposed king of mobile phones

Nokias results for Q1 2012 are in: Nokia overall revenue is down 29%, to $9.7

Second, the dumbphone (a.k.a. Mobile Phones) business, still Nokias largest, is now in a race to the bottom Last, Nokias last hope: Their new Windows Phone Smart Devices.

NOKIA AND MICROSOFT

NOKIA AND MICROSOFT

Nokia announced a partnership with Microsoft where all future Nokia smartphones will be powered by the Windows Phone 7 . (WP7) announced it would replace Symbian and MeeGo with Windows Phone.

COMPETITORS
Samsung Apple HTC Sony Xperia Qmobile Sony ericsson LG

PRODUCT PLANNING

PRODUCT PLANNING
Product Planning is the ongoing process of identifying and articulating market requirements that define a products feature set.

SEGMENTATION, TARGETING & POSITIONING GEOGRAPHIC

Demographic: Male and female. Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market Segmentation Strategy

Target Market for the Nokia Mobile Phone is between 20-40 years. Who wants to use something different. Teenagers and Business Class People.

Targeting Strategy. Nokia has created a distinct position in customer mind by: Nokia Logo. Slogan-Connecting People. Innovative Handsets with updated software's . Ex- N-series, E-series and now X3 and X6.. Positioning Strategy Consumers Segment CONSUMERS Light Users Medium Users Heavy Users

Demographics, physiographic and behavioral segmentation

Social contact seekers Self expressionist

High-flyers (biggest segments aged between 25 to 45, they seeking business related features)

Nokia has divided its customer into different segments based on their involvement levels, product usage,income level and lifestyle. Product offerings under four broad heads: Live Connect Achieve Explore ( the N-series multimedia phone falls in to Explore category)

PRICING STRATEGY
A good product sell itself Price Nokia uses a pricing strategy that best suits the product .

Market Penetration- Nokia 1100. Market Skimming- N-95 . Hence, The Strategy which was used for N-Series & E-Series was Market Skimming

PRODUCT PLANNING
It include Invest strongly in products and experiences that make Lumia Smartphone stand out and available to more consumers Improve the competitiveness and profitability of its feature phone business. To execute this strategy, Nokia is making changes to its management team by tapping into the strong leadership bench at the company. To support this period of transition, Nokia intends to improve its operating model by significantly reducing its Device & Services operating expenses, substantially reducing its headcount and reducing its factory footprint

THE STRATEGIC PRODUCT PLAN

The essential goal of a product plan should be to ensure that a product is built that delivers some business value to a specific set of customers in order to meet certain financial goals based upon a defined corporate strategy.

Successive plans should increase that products effectiveness in doing so. A product plan describes the market opportunity, profiles the target customers, specifies pricing, identifies the financial goals, indicates the key priorities for development and enhancement, and provides a roadmap for delivery for at least the next four quarters

KEY QUESTIONS
What are the top 3 most critical challenges our company will address this year? In which geographic regions will we focus on selling our products? Will there be any changes to the sales or channel strategy? What are the revenue and profitability expectations for each product line? Will there be any changes to the focus of marketing and advertising? Are new markets or product lines being considered for the future? What strategic partnerships are on the horizon? What resource changes are expected for the coming year?

WHAT COULD DO??? What could Do???

Reposition itself Adds more Apps Go for Android Enhance Quality, Price New Designs To increase market share and fight off competitions from Samsung,Apple,HTC and other smart phones makers, Nokia needs to reinvent, reposition itself as a serious OS, design and innovation developer as in it did with N97.