Submitted to:

Sir Anis Hassaan Zuberi

Submitted by:
Quratulain Riaz

Submission date:
7-march-2006
Nokia is a world leader in mobile communications, driving the growth and sustainability of
the broader mobility industry. Nokia connects people to each other and the information that
matters to them with easy-to-use and innovative products like mobile phones, devices and
solutions for imaging, games, media and businesses. Nokia provides equipment, solutions
and services for network operators and corporations.
To conduct the segmentation of nokia I am using the lifestyle and psychographic basis. And the
descriptors of segmentation are:

 Activities
 Interests
 Opinions

The segmentation of Nokia is conducted on the basis of price. The price ranges are as follows:

 1000 – 5000
 5000 – 9000
 9000 – 15000
 15000 – 21000
 21000 - 30000
 30000 - above

Range 1: (1000 – 5000) Workers and laborers

  Nokia 1650: Rs 3,750
 Nokia 1200: Rs 2,400
 Nokia 1208: Rs 3,000
 Nokia 2610: Rs 3,950
 Nokia 2626: Rs 4,100
 Nokia 2310: Rs 3,650
 Nokia 1112: Rs 2,800
 Nokia 1600: Rs 3,050
 Nokia 1110i: Rs 2625
 Nokia 3110: Rs 4750

Features:

 The nokia phones falling in this range are mostly used by the manual workers
because they cannot afford a high price mobile phone.
 Some students also use cell phone from this range as they have the fear of snatch of
mobile phone.
 Mobile phones falling in this category are simple phones who only meet the purpose
of messaging and calling. These phones do not have additional features such as
camera, blue tooth or infra red.
 The only feature available in this phone is FM radio, which is most preferred by
laborers, security and watch men.

Activities:

 These people are mostly laborers, plumbers, security guards and watchman.
 They work in places like factories, construction sites and houses etc.
 They have hobbies like listening to radio. They have no other special hobby as they
don’t get spare time for themselves.
 They only celebrate events like Eid Ramzan and weddings.
 They don’t have any vacations as they belong to the lower class who works day and
night to earn money. They work to on daily and hourly basis.
 They cannot afford any special entertainment but the only entertainment available to
them within their range is FM radio.
 They have no club memberships
 They only shop for things that are essential and required for daily use.

Interests:

 They have big families.

  They live in areas like lyari, lalokheth and landhi etc.
 They work in factories, construction site and are not well paid. They often work on
daily or hourly basis.
 The only recreation facility available to them is zoological garden, small parks and
seaside.
 They don’t follow any fashion.
 They don’t spend money on hoteling.

Opinion:

 They are not concerned about themselves; their only priority is their family.
 They tend to act very emotionally towards social issues. They trust their leaders
blindly.
 They are not sure about their future so they tend to live in present and think only
about the present.
 They are strong followers of the culture. They pass their cultural values to their
ancestors and give great importance to them.
 Range2: (5000 – 9000) middle managers

 Nokia 2630; Rs 6250

 Nokia 6080; Rs 5800
 Nokia 6070; Rs 5350
 Nokia 6020; Rs 5850
 Nokia 7360; Rs 7050
 Nokia 3110 Classic; Rs 8100

Features:

 The main users of this segment are middle managers because they have limited and
average salary and cannot afford to spend it on unnecessary expenses.
 They do not keep mobile for show off purpose.
 The core feature of this segment is Audio Video Player, FM Radio Camera, EDGE,
GPRS and Expandable Memory.
 This segment offers up to maximum 3 hours of talk time.
 The need to remain in connection with internet, this segment offers EDGE
connectivity so they can faster access information, including emails or news clips.
 With the VGA camera, users can capture special moments with images and video
clips or connect to their colleagues using push to talk technology.
 Affordable, business tool for any occasion.

Activities:
 They are mostly middle managers in factories and offices.
 They earn a reasonable amount of money which is limited and spent on their
personal and daily use.
 They spend most of their time surfing on internet.
 They are part of parties and dinners organized by friends or in offices. They tend to
spend their free and leisure time with their friends on dinner.
 They like to spend their vacations in their home. They do not go out of the city for
vacations as they want to relax and get a break from office work.
 For entertaining themselves, they go out with friends on dinners and parties. They
like to watch movies and internet surfing is also common.
 They go out on places like Tariq road, Sadder etc to shop for themselves. Most of
their salaries are spent on their personal use.
 Cricket and games like FIFA are of their major interest.

Interests:
  They are the earning members of their family but their salaries are spent mostly on
their personal use.
 They go out to eat at places like bundoo khan, KFC, McDonalds.
 They are moderate followers of fashion. They tend to adopt fashion which are in
their range and suitable to them.

Opinions:
 They are self oriented, spend their salary on themselves. They are confident are have
a strong belief in themselves.
 They are not politically loyal to any specific group neither are they affected by the
political movements of the group.
 The have a strong focus on the work they are doing. They are highly determined and
focused about their work.
 They have education of bachelors or bcom degree.
 Their main focus is on their future development. They are always thinking about
profit maximization. They want to achieve success in short time.
 They are not strong followers of culture.
 Range 3: (9000 – 15000) university students

 Nokia 5200; Rs 9400

 Nokia 6151; Rs 9750
 Nokia 7610; Rs 10150
 Nokia 6111; Rs 10500
 Nokia E50; Rs 11350
 Nokia 6230i; Rs 11350
 Nokia 6131; Rs 11700
 Nokia 5300; Rs 11900
 Nokia 7500 Prism; Rs 12000
 Nokia 6233; Rs 12300
 Nokia 6300; Rs 12650
 Nokia N72; Rs 13500
 Nokia E62; Rs 13200
 Nokia 7373; Rs 13500
 Nokia 6120 Classic; Rs 14900

Features:
 The cell phones falling in this range are mostly used and popular in university or
college students.
 These cells have a stylish look and have all the essential features such as Audio
Video Player, FM Radio, Bluetooth, Camera, EDGE, GPRS and Expandable
Memory.
 They are popular among this group because they have high resolution mega pixel
camera, they like to click photos of family and friends and they want to save their
memories.
 They have high memory, so they can download songs videos and share it with their
friends.
 They are stylish phones usually used to show off their personality and attitudes.

Activities:
 These students spend most of their time in universities and their friends.
 They like to keep these cell phones to show off and to give impression about their
status.
 Their main hobby is to sleep, watch movies, listening to music, going out with
friends and partying.
 They are active members of societies made in universities and college.
 Their main source of entertainment is internet, they like net surfing, chatting and
orkutting and watching movies.
 They are fashion conscious and shop from places like dolmen mall, forum etc.
  They play internet games and cricket.

Interests:

 The university students have high level affiliation for their friends. They spend less
time with their families due to their busy schedules.

 They do not have any job as they are studying, they sometimes do internships.
 They go out to places like arena, millennium mall and snooker clubs etc.
 They are most fashion conscious people; they adapt themselves with the latest
fashion.
 They like to eat junk food. They go out to hoteling on regular basis, pizzas, burgers,
tikkas are their favorites.

Opinion:
 They are the most self confident people, they like to be popular and recognized.
 They have social issues like conflict between friends, disagreement with family or
parents on various issues. For e.g. spending nights at friends place and coming to
home at late hours.
 They use foreign products of high quality which shows status and image.
 They are care free and do not spend time worrying about their future.
 They are less culture oriented. They easily adapt to western culture.
 Range 4: (15000 – 21000) music lovers/ high memory

 Nokia N70 Music Edition; Rs 16000

 Nokia 5310; Rs 16400
 Nokia 6288; Rs 16750
 Nokia 3250 (1GB);Rs 16750
 Nokia 7390; Rs 17300
 Nokia 5700; Rs 18400
 Nokia E51i; Rs 20000
 Nokia N73; Rs 20000
 Nokia 5610; Rs 20500

Features:
 This segment contains cell phones for music lovers.
 These mobile phones are specifically optimized for entertainment, music and games.
 These Music phones offer dedicated music or gaming keys, expanded memory, large
LCD screen and extended battery performance to provide quick and easy access to
entertainment content.
 These phone offers up to 18 hours of music playback, memory for up to 3,000 songs
on an optional 4GB microSD card and dedicated music keys.

Activities:
 They like to listen to music and download songs from the GPRS. They download
movies and share it with their friends.
 They like to take part in music events such as concerts or functions.
 They spend their vacations surfing on net, watching TV and listening to music.
 They are most fashion conscious people; they are trend followers and like to adopt
fashion that is most popular and unique.
 They go out for shopping at places like forum, dolmen, and millennium mall.
 They like to play games on their mobile phones.

Interests:
 Their social circle includes people who are also interested in music and movies.
 For entertainment purpose, they go out to concerts and attend various functions
  They are the most fashion conscious people. They spend their pocket money on
buying products that show attitude and their image.
 They are fond of eating pizzas, burgers, donuts etc.

Opinions:
 They are highly confident and are mostly wannabe’s.
 They have social issues of recognition and self esteem.
 They use high quality products that show off their image.
 They look themselves as future singer and their main focus is on becoming another
singing idol.
 They are most weak followers of culture. They easily adopt western culture. And
forget their cultural values.
 Range 5: (21000 – 30000) communicator/ high and young
business people
o Nokia E65; Rs 21300
o Nokia N73 Music Edition; Rs 21500
o Nokia E61; Rs 22500
o Nokia 9300i; Rs 22700
o Nokia E70; Rs 22700
o Nokia 6500 slider; Rs 23300
o Nokia 7900 Prism; Rs 23250
o Nokia E61i; Rs 25950
o Nokia N76; Rs 26800
o Nokia N81; Rs 27200

Features:

 Young and energetic business men fall into this category of age 30 – 40.
 These people are young and adapt new changes quickly.
 They are busy most of the time so they want quick solutions for their problems
 They want easy access to everything. They like challenging and new things.
 The cell phones falling in this category are business phones including
communicators and high memory storage phones.
 These phones enable to connect the business people to one another. They have a lot
of storage space and connect to GPRS anywhere. They can take their office work
with them and can even download heavy files.

Activities:
 They are young business people who are business oriented. The have most emphasis
on achieving their targets in the shortest means time.
 Their hobbies are surfing on internet and finding out knowledge about latest
technology etc.
 They attend business meetings and business ceremonies.
 They go out to foreign countries for vacation as they want to spend some time away
from work and relax.
  They member of various clubs such as Karachi club, country creek club, golf club
etc.
 They buy foreign products and shop from foreign country. They mostly buy branded
products.
 They play sports such as golf and yachting etc.

Interests:
 They have small and growing families.
 They have houses in posh and popular areas.
 They are future oriented and tend to maximize profits.
 They are very conscious about their diet. They go out to dinner on restaurants like
bar b Q tonite and hotels like PC, AVARI etc.

Opinions:
 They are future oriented their main emphasis is on profit maximization.
 They give less importance to political issues.
 They are highly concerned about the economic conditions in the country.
 They use high quality and branded products.
 Range6: (30000 - above) educated politician

o Nokia N95; Rs 36750

o Nokia N93i; Rs 39750
o Nokia 8600; Rs 41000
o Nokia N82; Rs 44300
o Nokia N95i; Rs 44300
o Nokia E90; Rs 49700
o Nokia 8800; Rs 50800

Features:

 It is both a mobile phone and media player rolled into one. Similar as the N95 and
G600, the candy bar N82 is packed with lots of advanced function and features such
as HSDPA, Bluetooth 2.0 with A2DP, Wi-Fi, integrated GPS, FM radio, microSD
and TV-out.

Activities:
 The segment using these cell phones are mostly educated politician.
 Their hobbies are hunting, horse riding, clubbing and yachting.
 They spend their vacations in foreign countries.
 They have membership in Karachi club, creek club etc.
 They shop from foreign countries and mostly buy expensive and branded products.
Interests:
 They have small families and usually they are mostly less family oriented, they
spend less time with their families.
 They live in highly posh areas such as Defence and Clifton etc.
 They have highly reputed ranks in the society.
 They go out to clubs and for horse riding, golfing etc.
 They buy products that are branded and most expensive.
 They like to eat continental, Chinese and Italian foods.
 They take high interest in media. They keep themselves up to date with the latest
news related to politics, business and society.
 They are economically and financially well-off.
 They get education from foreign countries and also send their children abroad for
higher education.
 They are not concerned or followers of their culture. They change themselves as the
society progresses and trend changes.