Marketing planning

Introduction:
When Nokia phones were first introduced they required a lot of
promoting and advertising as they weren't established enough to sell
based on their quality and what they offer to the consumer, so this is
where Nokia spent the largest amount of money promoting their products
and establishing their brand as a leader in the communications market.
Also when mobile phones were first available there were only a few
companies as well as Nokia in the market (Sony etc) so they could
charge higher prices then they can at the present time in the product
life cycle because no companies would dare to enter a price war with
such a new product.

Answer 1:
Nokia today unveiled the Nokia N97, the world's most advanced mobile computer, which
will transform the way people connect to the Internet and to each other. Which is one of
the biggest reasons for the Announcement of new devices? 2-3 December, Barcelona,
Nokia introduced its new flagship multimedia index N97. The first touch smart phone
Nokia, 5800 XpressMusic, just beginning its sales, but even a few days, the demand far
outstrips supply. Affects a balanced mix of characteristics.

The new Nokia N97 smart phone is one of the priciest mobile devices out there. It is so
powerful that Nokia is not simply referring to it as a cell phone - or even a smart phone.
No, they have deemed this new device to be a “mobile computer”. It’s packed with many
advanced gadgets that James Bond himself would be happy to have, but despite the
powerhouse of features, this phone isn’t marketed as an “amazing touchscreen device”
(though the touchscreen does work just fine).

Major Markets :
Net Sales,

Euro (M)

Major countries

Personnel,
USA

UK

Germany

China

UAE

India

Italy

France

Brazil

Spain

Finland

USA

China

Germany

Hungary

UK

Brazil

Mexico

Denmark

South Korea

It seems that touch screen smart phones are the current trend right now. Ever since Apple,
the trend setters of technology, came out with the iPhone, almost every single mainstream
phone has had a direct knock-off of Apple’s design. Well, Nokia most definitely isn’t
jumping on this bandwagon. Though their phone does pack many of the same features as
the iPhone, and does incorporate a touchscreen, it also has a full pull-out QWERTY
keyboard, and is not taking on the same marketing method that its competitors are.

The Nokia N97 is simply the newest phone in their line of products based on the S60
platform. The 3.5 inch touchscreen display offers digital real estate never before seen on
a cell phone. The resolution is 640 by 360 pixels, which is close to the resolution many
full sized desktop computers were offering 10 years ago. This makes web browsing with
its built-in, unrestricted web browser a breeze. Integrated social networking utilities
update your MySpace and Facebook information right from the main page.

You’re not restricted to simply viewing mobile websites. The fully functional integrated
web browser can view practically any website that a desktop computer could, since it IS
the same type of browser used on full sized computers. The Nokia N97 has so much
power that it can render sites and individual pages quicker than any other smart phone.
Combine this with 3G connectivity, and you have pretty much died and gone to heaven.

A full web browser isn’t the only notable software the Nokia N97 comes with. Nokia
Maps is included as well, which gives you access to national and local maps whenever
you need them. The Nokia N97 also has a widgets system with many applications to
choose from.

The Nokia N97 is not unusually large, small, or out of the ordinary in the way of
dimensions. As a phone with a sliding keyboard, it is a little thicker than phones that do
not have a physical keyboard - but it is directly comparable to the thickness of phones of
the same type. It is just less than 16 mm thick for the most part, to give you an idea of
how this phone would feel in your pocket. In addition to this thickness, the camera area
will jut out another 2 mm or so. In your hand, the phone feels very well balanced, and
does not seem too large or small in any way. While it may not be the most comfortable
phone to carry around in your pocket all day due to the thickness, that is about the only
gripe one could come up with as far as size is concerned.

The target market for this phone is definitely the younger crowd who wants a modern,
powerful phone but prefer features and capability to trendiness and brand name wow-
factor. Due to the unique powerful characteristics and the sky-high asking price, anyone
who buys this phone has to be into gadgets, phones, or simply be someone who loves
having the latest and greatest.

Now that we have covered some of the best

details about the Nokia N97, it’s time to take a
look at what you’ve all been waiting for. The
Apple iPhone is the current undisputed king-of-
the-hill when it comes to smart phones, and
every phone of this kind has been compared to it
at one point or another.
Let’s start off with first impressions. At first glance, the phones are physically pretty
similar. The iPhone has a more recognizable design, but not necessarily a better looking
one. The Nokia N97 looks sleek and powerful, and has that real “super-powerful gadget
feel”.

Speaking of super powers, let’s discuss price that soars sky-high. This is where the
iPhone will immediately take the lead. The Nokia N97 is perhaps the most expensive
mainstream smart phone available, with a tag of around $700 without a contract discount.
Even with a contract price, the total only drops a little bit, leaving it hundreds of dollars
behind the iPhone’s reasonable rate.

The next category is where the Nokia N97 jumps ahead: Physical features. The iPhone
comes in 4GB, 8GB and 16GB models, and does not offer a slot for memory cards. The
Nokia N97, on the other hand, does stay true to it’s name of a “mobile computer”. The
internal memory is 32GB, and that comes standard on the phone - there is no sub-model
that offers less storage. In addition to the internal space, expandable memory card slots
can hold data cards of up to 16GB in size, to store music, photos, or videos. That’s a total
storage limit of 48GB, which blows any other device clean out of the water.

Another technical advantage the Nokia N97 has over the iPhone is the ability to display
Flash files and the Flash-based videos that power sites such as YouTube. This is one of
the iPhone’s biggest weaknesses. While it can play YouTube videos using its integrated
player, no other flash files can be used.

Internally, the Nokia N97 has built in Bluetooth connectivity, which the iPhone lacks. It
also comes with a built in GPS system, which only newer versions of the iPhone is
equipped with. They both have built in wi-fi for high-speed use at home or any hot-spot.
Overall, the Nokia N97 is a more powerful than the iPhone - but the price tag is nearly
three times as much when comparing post-service contract pricing. So far, it looks to be a
promising alternative to many of the mainstream phones - just so long as you have a
pocketbook thick enough to absorb all the dollar signs.

Camera
• 5 Mega pixel Digital Camera
• Carl Zeiss optics
• Auto focus
• Flash Function

Music
• Stereo Speakers
• mp3
• MP3 Ring tones
• MPEG4 Player
• FM

Connectivity
• Wi-Fi
• GPS
• HSDPA
• GPRS
• HSCSD
• EDGE
• Bluetooth
• WAP

Messaging
• E-mail capabilities
• Instant Messaging
• SMS
• Multimedia Messaging (MMS)

Memory
• 32GB Memory

Entertainment
• games
• java enabled

Organizer
• qwerty
• Pocket Office

Other
• Symbian
• Accelerometer
• Handwriting recognition
 • vibrating alert
• Digital Compass

Competition in the market

-------------------------

With all this technology available in the communications market it is

obvious that Nokia will have lots of competition, they include:

* Sony Ericsson

* Samsung

* Motorola

* Siemens

* Panasonic

* NEG

* Sagem and

* Toplux

* IPhone

With all of these competitors in the market Nokia must keep ahead of
the game by running successful marketing strategies, to do this Nokia
must focus on the principles of marketing. At the moment Nokia are the
world's best selling phone company (see table below which shows market
share). Nokia strengthened its lead as the No. 1 vendor in the market
during 2000 with shipments growing 66 percent over 1999. Some of the
company's success was attributed to a strong second half in 2000 when
59 percent of sales occurred.

1. Nokia 37.2% (34.7% 1Q02)

2. Motorola 17.3% (15.5%)

3. Samsung 9.8% (9.6%)

4. Siemens 8.5% (8.8%)

5. Sony-Ericsson 5.2% (6.4%)

Answer 2:
Nokia and News Corp One Create Joint Marketing Alliance Supporting
Academy of Television Arts & Sciences and "the 51st Annual Primetime
Emmy Awards"
August 26, 1999

Integrated Initiative Spans Six News Corporation Divisions and Multiple ATAS Events
and Programs

Nokia, the world's leading mobile phone supplier, has entered into a major strategic
marketing partnership with News Corp One and the Academy of Television Arts &
Sciences (ATAS) in support of the "51st Annual Primetime Emmy Awards" and other
ATAS initiatives.

Under terms of the multi-million-dollar alliance, Nokia (NYSE: NOK) will use the
collective reach of some of News Corporation's (NYSE: NWS) most prominent and
powerful television brands and vehicles in support of its communications products and
ATAS strategic marketing and communications goals. Major integrated media involved
include Emmys host broadcasters FOX Broadcasting Company and Los Angeles station
KTTV/FOX 11; TV Guide, Inc.'s (NASDAQ: TVGIA) editorial and navigational
branded products TV Guide magazine, TV Guide Channel and TV Guide Online
(www.tvguide.com); and News America Marketing in-store and free-standing insert
operations.

Those entities will combine to support Nokia-sponsored ATAS events and initiatives
leading up to Fox’s exclusive live telecast of the "51st Annual Primetime Emmy Awards"
on Sept. 12. Events involved range from exclusive ATAS receptions for Emmy nominees
and presenters to the Emmy Awards ceremonies to the post-Awards Governor's Ball.
Nokia will also sponsor a major ATAS public service initiative to be detailed by ATAS
Chairperson Meryl Marshall during the "51st Annual Primetime Emmy Awards'" FOX
telecast.

"The world comes together to celebrate television's artistry and influence within a single
night each year, and this relationship with Nokia and News Corporation divisions allows
us to extend that impact and appreciation far more deeply than ever before," Ms.
Marshall said.

"The Emmys and the Academy hold a unique power to excite both the fans and creators
of some of the world's most popular entertainment," added Matt Wisk, Vice President,
National Marketing at Nokia. "We're proud to enlist the specific power of each of the
News Corporation divisions involved to help us fulfill these goals and to make a positive
impact on the quality of life in the communities where we live and work."

Nokia's association with News Corp One and the Emmy's is part of the company's multi-
faceted branding campaign which combines strong visual images, movie and television
placement, supermodels and title sponsorship of the Nokia Sugar Bowl, and the Nokia
Snowboard FIS World Cup to reinforce the message of "inspired technology with a
human touch."

"News Corp One is committed to offering its clients a unique combination of the world's
most popular event programming and unparalleled reach across print, electronic, digital
and in-store media and marketing services," said Kayne Lanahan, Senior Vice President
of News Corp One. "We're pleased to lend our support toward further enhancing these
programs."

Elements within the comprehensive marketing program include Nokia-sponsored

entertainment news and in-depth Emmys updates on TV Guide Channel's Insider
segments and KTTV/FOX 11's popular "Fox News at 10" and the "Good Day, LA"
morning show during the week leading up to the "51st Annual Primetime Emmy
Awards." FOX 11 will also feature Nokia-sponsored Emmys segments the day of the
prestigious ATAS and FOX event, as well as live Nokia-sponsored cut-ins from the
Governor's Ball. In return for its sponsorship, Nokia will also receive advertising
exclusivity provisions within the core FOX telecast, and sister News America Marketing
will supply another 50 million Nokia-sponsored Sunday morning newspaper inserts the
morning of the "51st Annual Primetime Emmy Awards" to drive tune-in to the FOX
telecast.

Formed in April 1998, News Corp One provides customized media and marketing
solutions using the breadth and power of News Corporation's more than 35 advertising-
supported businesses. Based in New York, the division is headed by Ms. Lanahan, who
reports to Jon Nesvig, President, Sales, FOX Broadcasting Co., and Executive Vice
President, Fox Television. News Corporation is one of the world's largest media
companies with total assets as of June 30, 1999 of approximately US $35.9 billion and
annual revenues of approximately US $13.6 billion.

Nokia is paving the way to the mobile information society with its innovative products
and solutions. Nokia is the leading mobile phone supplier and a leading supplier of
mobile, fixed and IP networks including related services. It also supplies multimedia
terminals and computer displays. In 1998, net sales totaled EUR 13.3 billion (USD 15.7
billion). Headquartered in Finland, Nokia is listed on the New York (NOK), Helsinki,
Stockholm, London, Frankfurt and Paris stock exchanges and employs more than 51,000
people worldwide.
In addition, Nokia have continued to be active in IP convergence. They
have established alliances with other service providers in order to
make mobile access services easier for the end user.

This marketing alliance gives all stakeholders many benefits such as:

Customers: more technological mobiles with more functions

Manager: more profit as they will make more sell

Workers: they will get more salary or wages as the company making more profit.

Answer 3:
Recommended marketing objectives:

Market Development
• nokia have to Use innovative advertisement to increase our target audiences product
awareness about features and benefits of our product and its competitive advantage,
leading to a 10 percent increase in sales in one year.

Market Growth
• nokia should Follow market trends offer leasing arrangements with companies much the
way other expanding technology such as computers are leased to increase sales to
businesses.

New markets
•they have to Penetrat the retiree market which is often over looked with a simple phone
with a very friendly basic user interface to help increase sales and market share.
• Using research and design judge what the certain segments of the market look for in a
phone
• Continue to develop current product to better suit the needs of the consumer

Nokia have to take the following marketing strategies:

SWOT ANALYSIS

SWOT analysis measures the strengths, weaknesses, opportunities and strengths

involved in a project or business venture. It is essential because it helps to define the goal
and develop planning of the organization. To have a closer look at the brand Nokia N97,
SWOT analysis is presented here.

1. Nokia N97 strengths

 Nokia has the leading market share and recognized brand amongst the consumers.
According to Strategies Analytics, Nokia possesses 38% of the market share in the first
quarter of 2009 (O’Brien, 2009). Nokia is famous for its sheer quality and features. In
addition, Nokia Siemens Networks is one of the two top largest mobile operators in the
world (another one is Ericsson), which is a great support for Nokia N97. Therefore,
Nokia N97 has the strength of corporate brand. Nokia N97 is considered to be the
most advanced mobile computer with the promise to change the way people connect to
one another: “From the desktop to the laptop and now to your pocket, the Nokia N97 is
the most powerful, multi-sensory mobile computer in existence”, said Jonas Geust, Vice
President, heading Nokia Nseries. Nokia N97 possesses several “the firsts” which will
catch the eyes of many consumers: the first Qwerty mobile phone with a slide out Qwerty
in Nseries line, the first touch screen device in Nseries line, the first Nseries device with
high resolution screen which is 3.5 inch and support 16 million colors, the first Nokia
device which has a built-in memory of 32 GB.

The price of Nokia N97 is about 550 pound equal to about $699, which is said to be a
good price for a mobile computer- a device close the gap between a computer and
mobile. To boost up the strength, Nokia is in need of creating aggressive marketing
campaigns, which emphasize the brand and introduce the new Nokia N97. Customers
already have good strong belief about Nokia. Therefore, Nokia should take advantage to
promote Nokia N97. This will create positive belief and attitude towards Nokia N97.

2. Nokia N97 weaknesses

Unlike I phone Apple-a friendly user mobile phone, it is supposed that Nokia N97 is
tough and complex to understand for those who are not gadget lovers. It has been about 4
years since Nokia Nseries was introduced the first time on April 27, 2005. Nokia N97
also belongs to this product line, whose name is kept for a longtime. As a result, Nokia
N97 lacks of competitive differentiated name. The customers should be able to form a
connection between the name of the device with itself. However, Nokia N97 lacks of this
when introducing N97 with undifferentiated name as a multimedia mobile. To
improve weaknesses, Nokia needs to have clear manual and improve their assistance
service for users, which can help them find it easy and comfortable to use the mobile.
Additionally, it is a good idea to create a survey about customers’ difficulties when using
the new phone. On the other hand, although Nokia N97 lacks differentiated new name, it
has the strength of corporate brand. Nokia should make good use of this to promote their
new mobile computer, create image of a multimedia mobile for Nokia N97.

3. Nokia N97 opportunities

In the economic crisis time, all enterprises and organization are on the same boat.
However, the target customer of N97 is the wealthy one which seems to suffer less from
the economic downturn. Thus, Nokia N97 is expected to satisfy the need of well-off
people who want a mobile computer that can bring the world to their pocket even in this
hard time. It is recommended that Nokia should launch promotion programs to
strengthen their brand name and promote new brand which focused on target customers
who not only buy the core product but also the brand. It is necessary to enhance after-
saleservice for the customers which satisfy the customers and help to maintain good
relationship with them.

4. Nokia N97 threats

The global economic crisis is striking every company, including Nokia. The buying
power of consumers has been reduced all over the world. According to International
Labor Organization, it is predicted that at least 20 million jobs will have been lost by the
end of 2009 because of this crisis (Late-2000s recession, 2008). Definitely, it has great
impact on the sale of Nokia. “Nokia reiterated its expectation that industry sales would
decline 10% this year from 2008” (O’Brien, 2009) due to the global economic downturn.
Hence, Nokia N97 is facing with the risk of low sale at this crisis time. Mobile
technology is a big threat. It requires Nokia to generate continuous innovation. The
famous mobile giants like Nokia, Blackberry, Samsung, and Sony Ericsson has almost
the same technology as it can be seen when they introduce new.

touch-screen mobile phone recently. Especially, I phone Apple is a fierce competitor of

Nokia N97 because it is considered to be the most well-known for the touch screen
mobile phone already. As being illustrated on the graph below, Symbian takes up the
majority of market shares in the smart phone market. However, IPhone’s is sky-rocketing
in 2008 as it can be seen from the graph.

Not only Nokia suffered from economic crisis but other companies as well. To face with
this threat, it is suggested that Nokia should reduce the price of Nokia N97 to increase
sales. Furthermore, Nokia can take advantage of its Nokia Siemens Network to promote
the sale of Nokia N97 by offering discounts if customers sign contract to use Nokia
Siemens Network when buying Nokia N97. On the other hand, by building a worldwide
supplier network, Nokia can have competitive advantage over Apple, whose business is
based on United States mostly. SWOT of Nokia N97 has just analyzed above.
However, due to the limit of time and resource, this analysis still needs to be improved in
further research.

Nokia launches Nokia Connectors – new

marketing campaign.
Nokia have launched a new digital and guerilla marketing campaign entitled Nokia
Connectors in an attempt to re-engage with the youth market.

Reported:

NMA explains. The first stage of the campaign focuses on the idea of magic and aims to
educate young people about the services available on Nokia handsets.

Two video teasers have been seeded across YouTube and youth-focused sites by Unruly
Media. These show street magician Dynamo performing tricks to the public with just a
deck of cards and a Nokia handset.
At the end of the videos, Dynamo performs a trick to the viewer, who is then encouraged
to visit the Nokia Connectors site to find out if the magician guessed the right card. The
site also features information on the tricks, new handsets from the manufacturer and
downloads.
The six-month campaign comes as the brand looks to re-engage with a youth
demographic.
Nokia marketing director Will Harris said, “There are a lot of new features on our
handsets so we want to let young people know about them. These tend to be pretty
discerning consumers so we have to make sure the experience is brilliant.”
Nokia has also recruited 200 student ambassadors through a Facebook page. More than
6,000 applied within ten days; those chosen were trained at Festival in how to perform
magic tricks with handsets.
“A technology wave is breaking and these people are the ones who’ll get it first,” said
Harris on Nokia’s reasons for targeting the demographic.

In additional they have to find more alliances to develop their company for example they
have to be alliance with big technological computer companies such as Microsoft and etc.

So the competitive don’t get higher benefit from alliances than nokia.

And they have to develop new technologies every day so to be in the competitive market.

Answer 4:
Nokia ethics responses:
High ethics means success Nokia is strongly committed to the highest standards of ethical
conduct and full compliance with all applicable national and international laws. This
includes, for example, labor conditions, antitrust and promoting fair competition,
prevention of bribery and corruption, good corporate governance, the protection and
recognition of copyright, company assets and other forms of intellectual property.

IPhone ethics reponse (competitor

ethics):

First Apple annoyed iPhone buyers who said it was unethical of the company to lower the
price of the uber-phone so soon after releasing it. The customers were full of beans,
ethically speaking; a company has no obligation to keep a price for any length of time if
business considerations dictate a change. Now there's a thornier controversy.

You bought an iPhone, one of those cool, expensive executive toys that combines the
functions of a phone with a PC, complete with snazzy graphics. But being a techno-geek,
you add all sorts of software to the phone that Apple, its maker, never approved. Well,
why not? It's your phone!

The problem is that Apple has a lucrative deal with AT&T that guarantees that the AT&T
network is the only one iPhone users will use. So iPhone's latest software update
eliminated unauthorized programs installed to allow a user to use a non- AT&T network.
It also wiped out other user-installed programs, and in many cases killed the phone. The
techno-geeks are furious…and out about 600 bucks.

"We warned you," says Apple, and they did. iPhone owners were cautioned that installing
network-unlocking software could cause the phone to become "permanently inoperable
when a future Apple-supplied iPhone software update is installed." In other words,
useless except as a prop or a paperweight, or in techno-speak: bricked.

The New York Times quoted blogger Brian Lam, who opined, "It seems like Apple is
going way too far; I'd call it uncharacteristically evil." People assumed that Apple would
try to stop people from unlocking the phones, as it had an obligation to AT&T, Apple's
exclusive partner for the iPhone. But they didn't expect this.

At least release software that can restore the dead phone to its previous unaltered state,
they implore! Shouldn't Apple react according to the popular morality of the web, in
which rights are only rights until you are forced to accommodate so many self-righteous
people trying to get around them that they aren't rights any more? Even now, the Times
reports, hackers are hard at work trying to attack Apple's software update. It's a challenge.
It's fun. And bad old Apple will have its hands full enforcing the AT&T deal.

Recognize this? It's the cheating mindset. The iPhone purchasers knew what they could
and couldn't do under the terms of the contract of purchase. They violated the terms
anyway, thinking they could get away with it. They got caught, and now have
consequences: bricked phones. They think they are the victims, and use that self-serving
resentment to justify trying to find new and better ways to cheat.

Apple may yet cave in to this mentality; it is the darling of techno-geeks, and the
company may be reluctant to annoy such a lucrative market. But ethically, the company
has done nothing wrong but try to live up to its contract terms with a business partner, a
concept its customers clearly need to learn.

Answer 5 :

the same time, global challenges, such as climate change and poverty, concern us all.
Nokia is in an excellent position to be a part of the solution to these global problems, and
to positively contribute to the well-being of the planet and its people with our products
and services. There is a strong link between mobile communications and economic
development. Our business helps to improve the lives of billions around the world.
Communication is a basic human right that we are making real for everyone. This is a
source of immense pride for all of us.
Our aspiration is to be the world’s most loved and ad-
mired brand. This target cannot be achieved without hard work in all areas of our
business; it is not just about what we do, but how we do it. This requires not only strictly
adhering to laws and regulations, but setting our goals much higher. We want to be the
leader in ethical business conduct.
The Nokia Code of Conduct was first published in 1997. It has undergone various
revisions over the years, but the fundamental principles remain the same. Most issues in
business ethics are self-evident for us; we foster diversity and equality of opportunity,
and have zero tolerance on corruption. The Code is based on our values, stating what
Nokia expects from us employees, and the company’s commitment to us. It also gives us
guidance in difficult decision making situations on how to live up to the high-
est. ethical standards that we have set for ourselves.
Ethical behavior is not the reserve of one department or team, it is everyone’s
responsibility. Nokia expects all employees to be aware of the contents of the Code.
Ethical, responsible and sustainable business conduct requires us to review our actions
and decisions daily in the light of the Code.
We recognize that you may at times need advice on how to tackle complex business
situations. For this purpose, Nokia has established an Ethics Office consisting of
experienced and trusted individuals around the world headed by the Nokia Ethics Officer.
They can act as a trusted sounding board helping you deal with ethical issues.
Only by being fully aware and respectful of our ethical principles, can we ensure that the
way we go about our daily business is responsible and contributing positively to the
society around us.
Example:
Environmental social and ethical factors- some businesses view profits
are more valuable then a strong ethical code and this can govern
behaviour and business conduct. Some un-ethical practices are against
the law and companies can not become involved in them (I have
mentioned these above) but there are also some practices that aren't
illegal by law but are considered highly un-ethical by the consuming
public, companies who engage in these practice's can lose a lot of
market share if they are found out. An example of this is cosmetic
testing on animals, it is legal but some of the consuming public are
not happy about it and boycott Certain products because of it,
companies must be very careful about how they conduct themselves.

Environmental, Social and ethical factors- Many companies may view

profit as more important then ethical practice and this can lead them
to making illegal decisions and this has been a big contribution to
many companies going out of business or loosing all their market share
to eco-friendly companies.
16