Marketing Plan

By- Sandeep Mishra, IBS Mumbai

Nokia India

• Nokia a Finland based company entered India in 1995. • India is Third Largest Telecommunication Market in the world. • India ranks third globally after China and U.S. in terms of the largest telecommunication market. • Today “Nokia” is market leader in mobile headset with 35% market share in India. • It has around 200 models of handset in the market of India.
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Nokia Vision
“Connecting People” Nokia Mission “Our strategic intent is to build great mobile products our job is to enable billions of people everywhere to get connected.”
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Situational Analysis
Nokia’s Current Market Picture. • 500 million mobile subscribers in India. • Nokia‟s market share and competitors in India in 2011:

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• Nokia’s strong distribution in India: In India, Nokia has 2 lakh retail outlets and 700 support centers across 400 cities and towns. • Nokia’s competitors in India: Samsung, Motorola, Sony Ericsson, Spice, MacroMaxx, Karbonn, Lava, Lemon, Blackberry. • Nokia’s ‘Made for India’ phones In 2000, Nokia introduced the Nokia 3210 with a Hindi menu. In 2003, Nokia launched the Nokia 1100, a first Made for India phone. • India’s Most Trusted Brand: Nokia ranked as India‟s top 3 trusted brand in the The Economic Times-Brand Equity‟s annual „Most Trusted Brands‟ survey for 2012. • Nokia’s biggest advertising/marketing campaign in India: In December 2011, Nokia launched its biggest ever campaign in India called the „The Amazing Everyday‟. • In February 2011, Nokia entered into an alliance with Microsoft. Nokia began using the Windows operating system on its smartphone range called Lumia.
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SWOT Analysis of the Company: Nokia
Strengths: • Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. • It is backed with the high quality and professional team in the HRD Dept. • The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in the world. • Wide range of products for all class. The re-sell value of Nokia phones are high compared to other company’s product. • Market leader in Mobile Handset Market. • Large number of service centre and retail chain. • Largest manufacturing unit at Chennai.
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Weakness • Some of the weakness includes the price of the product offered by the company. • Some of the products are not user friendly. • Not concern about the lower class of the society people. Not targeting promotion toward them. Opportunity • Nokia has ample of opportunity to expand its business. With the wide range of new products in india. • Indian Rural market is about 58%. • New Smartphones with new features than others. Threat • Smartphone market competitors are increasing market share. • Competitors in other non- Smartphone product. • New entrants in industry .
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Marketing Strategies
• Nokia will continue to be a growth company, and will expand to new markets and businesses. • The brand goal is for Nokia to become the brand most loved by our customers. • Nokia’s business portfolio strategy focuses on five areas, with each having long-term objectives:- Create winning devices - Embrace consumer Internet service - Deliver enterprise solutions - Build scale in networks - Expand professional services

• There are three strategic assets that Nokia will invest in and prioritize:- (a) Brand and design (b)- Customer engagement and fulfillment- Technology (c) architecture.
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BCG Matrix Nokia

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Nokia’s focus Strategy - Nokia believes that focus played a key role in the company's growth in India. - Nokia is mainly focused on selling of mobile phones since 1997. Nokia’s Distribution Job. • Nokia started distributing its phones through a partnership with HCL . • Nokia had decided to supplement that with its own distribution efforts. • Nokia had made it possible for rural customers too. Nokia focuses brand strategy on retail stores • Nokia is positioning its retail stores as the lead communications channel in its branding strategy as it looks to make the shopping experience more “theatrical”. 7/23/2013 •

• STP Strategy
Demographic • The profile for Nokia customer consists of the following geographic and demographic: Geographic • Nokia immediate geographic target is rural India. • The total targeted population is estimated at 100million.Demographic • Male and female. • Ages 25-50, this is the segment that makes up 80%of the Nokia mobile phone market according to the NOKIA India Ltd. • Professionals and College students.

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Cadbury India
• Cadbury's presence in India dates back to 1948, when the parent Cadbury Schweppes set up a wholly owned subsidiary Cadbury Fry (India) Ltd. • Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in the Indian chocolate market with strong brands like Dairy Milk, Five Star, Perk, Gems, etc. • Dairy milk is the largest chocolate brand in India. Chocolates & Confectionery contribute to 75% of Cadbury‟s turnover. • Cadbury also has a strong brand Bournvita in the malted health drink category, which accounts for 24% of turnover.

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• Vision “Life Full of Cadbury and Cadbury Full of Life” • Mission Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered'

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Current Situation Analysis New Launch
• Cadbury plans to launch several pack sizes of Toblerone in India at a price range of Rs 50-400, retail and trade. • Bournville and Dairy Milk Silk have been under pressure ever since Ferrero set up its Indian subsidiary four years ago. • Current Market share in chocolate industry is 70%.

The Advertising Campaign
• • • • • " Kuchch Meetha Ho Jaye “ “Gems “ “Bournvilla” Get lost “Eclairs” Silk

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SWOT Analysis of Cadbury India Ltd.
Strength:
• Cadbury kraft foods ltd is a very profitable organization with huge financial pockets. • It is a global chocolate brand built upon a reputation for fine products and services. • Cadbury was one of the Fortune Top 100 Companies. - Huge Market share and leader in india in chocolate industry. - Packing and Pricing. - Brand ambassdor Bollywood superstar Amitabh Bachan.

Weaknesses:
• Cadbury has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. • Cadbury's recall over 1 million chocolate bars. • The organization is dependant on a main competitive advantage, the retail of coffee.
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Opportunities • Cadbury company is very good at taking advantage of opportunities of growth. • The company has the opportunity to expandi ts new markets with new products which are limited in particular region. • Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bournvita, Eclairs and Halls to drive growth for the company. • Cadbury India is attempting to increase the market in confectionary market with their “Oreo biscuit”

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Threats • Health organization have so many barriers for new development in chocolate. • Cadbury‟s are exposed to rises in the cost of chocolate and dairy products. • Entry into salted snacks was ruled out so it is important to do new innovation and marketing research. - Competitors of cadbury.

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Marketing strategies
(i) Pricing
The 13 gram version, is priced at Rs. 5 (about 0.13 CAD), affordable by many middle-class Indians as an occasional treat, but not affordable for those who buy from the less-then-3-rupee (Rs. 3) segment of the market . (ii) Consumer segments served and advertising/promotional strategies used.(STP) • In the 1990’s, the company stated promoting the chocolate for “the kid in everyone”, in an attempt to appeal to adults as well as children (Cadbury Dairy Milk, 2008). • Cadbury’s is trying to tap into the potential market of younger generation Internet users
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(iii) Product Positioning • Cadbury India Ltd’s main sources of competition come from Amul, India’s own dairy company and Nestle India, Nestle’s subsidiary in India. • Cadbury India controls around 70% (Cadbury India Ltd., 2008) of the chocolate market, whereas Amul controls around 2% and Nestle India around 27% . (iv) Cadbury products Dairy Milk Gems Oreo Ferrero Rocher Bournvita 5 star
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NIRMA

• Karsanbhai Khodidas Patel, the founder of 5,009.32 crore “NIRMA” group.

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–Believed in value for money equation.
– Sells 550,066.00 tonnes of detergent powder every year. – Market share of 35%

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Nirma Products

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Vision And Mission
– Nirma is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer.This customercentric philosophy has been well emphasised at Nirma through:
– – – – Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations.

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Promotion
• Featured a lady washing a garment . • Daughter was featured on the pack . • Focuses on value-for-money . • One of the oldest and catchy jingle first aired on radio in 1975, was broadcast on television in 1982 . • Nirma Consumer Care Limited .

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Brand positioning
• Nirma tried creating value for money, i.e, providing quality product at affordable prices to provide better living . • Product is cost effective and hence considered as a cheap brand. • Such brand positioning lead to decline in the turnover of the company in the past years. Market segmentation Demographic • Income Nirma washing powder was launched as the lowest priced detergent in India, targeting middle income group of people. • Social class Nirma targeted its product to rural people.
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Market segmentation
• Psychographic
• Earlier detergent was considered as a luxurious product but after the launch of nirma detergent at low price it was accessed by mass. • The advertisement shows nirma girl and other actors in white, exhibiting clean washing.

• Competitors
• Procter and gamble Tied, Airel • HUL Surf, Rin Wheel
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Thank You

Section - J