Vous êtes sur la page 1sur 12

ASSIGNMENT

Principles of MARKETING

“NOKIA”

Contents:

 Company Profile
 Marketing Strategy
 Mission & Vision
 Marketing Objectives
 Segmentation
 Marketing Principles of Nokia
 Market Mix (4Ps)
 Competitors
 Conclusion
 References
Company Profile
COMPANY NAME: Nokia Communication and exchanging information
TYPE: Public

FOUNDED: Tampere, Finland (1865) incorporated in Nokia (1871)

HEADQUARTERS: Espoo, Finland


INDUSTRY: Telecommunications and Internet Computer software

PRODUCTS: Mobile phones, Smartphone’s, Multimedia computers

SERVICES: Services and Software Online services

SUBSIDIARIES: Nokia Siemens Networks Navteq Symbian Vertu Qt Software

WEBSITE: www.nokia.com

Nokia is one of the top brands globally; it is all about enhancing communication and exploring new ways

of it to exchange information with more than one person through different ways.

The story of Nokia - a century and a half of innovation, from a riverside paper mill in southwestern

Finland to a global telecommunications leader.


Nokia's marketing strategy
Nokia is the world leader in the mobile phones stadium, but it seems as if it has completely lost its way as far

as the marketing strategies are concerned about the products from the Finnish company, Nokia, are some of

the greatest in the world, but the company still hasn’t found a profitable way to market its goods. The reason

that other mobile phone companies are having a very fast consumption, Nokia’s market share is their

superior yet simple marketing practices.

Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia’s board meetings.

These companies have made Nokia pay greatly for its elementary approach in marketing its phones. The

aggressive marketing practices followed by Motorola have hit Nokia very hard and it is losing very crucial

global market share every month to its American competitor.

Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight behind the N-Series

range. The N-Series is packed with multimedia features and Nokia believes that these phones might

encourage the costumers back to the big deals of the mobile phone world.

While Motorola quite intelligently gives a flashy name to every phone it brings into the market, Nokia tends

to do the exact opposite. Nokia from the very start has relied on numbers rather than names. This strategy

worked very well in the past, but only because there wasn’t much competition back then. But times have

changed. Every month the market sees at least a dozen new handsets from an equal number of

manufacturers. Consumers now have more than they can choose.

Consumers are more attracted by names because they can easily relate to the features of the phone. This is

evident from the success of the MotoRazr, MotoSlvr, MotoRizr and MotoKrzr. These phones are not packed
with heavy multimedia features like the N-Series; still they are selling like hot cakes. Just by reading the

name of the handset, one gets a broad idea what the phone looks like or what its features are.

Nokia advertises more than Motorola. Still its market share is dropping. Motorola does not need to spend

much money for the promotion of its products and it doesn’t have to worry about the marketing of these

phones; it just simplifies its job by naming its products right. Take the example of Apple it did not have to do

much to promote its iPhone but they got a lot of credit according to the revealed photos and technical

specifications, it became the most anticipated device of all times.

It is high point that Nokia starts applying some common sense to its marketing strategies. It doesn’t have to

do anything great, other than just naming its phones. A few months ago, a highly placed Nokia official told

Reuters that his company would soon go the Motorola way and start using names for its new phones. It is in

Nokia’s best interest that it takes to this path as early as possible, otherwise the once market leader might see

its market share plummeting to even lower depths.

MISSION
We have built value by addressing efficiency, and we continue to do that. But we also need to address the

customer’s need for a better experience, because it’s experience that builds relationships, and relationships

that build value.

VISSION
Connecting people" is now connecting people to what matters - whatever that means for each person - giving

them the power to make the most of every moment, everywhere, any time. Connecting the "we" is more

powerful than just the individual. That's how Nokia is needed to help make the world a better place for

everyone.
MARKETING OBJECTIVES
1. Maintain positive, strong growth every quarter.

2. Achieve a steady increase in market penetration.

3. Achieve the expected growth rate

4. Maintaining its reputation.

5. To set up a new brand image for Nokia’s mobile phone: Creative and Trendy

6. To meet the needs of the niche: Young and Rich customers who are pursuing stylish lifestyle

7. To maximize current profit

SEGMENTATION
We know our country has very wide market and a marketer can’t satisfy everyone in the market with every

product. Thus Nokia has identified and divided the cell phone (handset) market into different segments. Nokia

has divided, identified the different groups of buyers who require or prefer different features (facilities) in their

handsets by examining demographic, psychographic, and behavioral difference among buyers.


Through Nokia segmentation the company itself is trying to do different style categories of the mobile

phones like Premium, Fashion, Classic, Games, Active, Expression and Entry Nokia’s. Those are being

produced to introduce today’s mobile phones that are controlled for ease of use, fun, efficiency and utility

also to work smarter and have full friends.

Marketing principles of NOKIA


There are many priorities within a business, but in a marketing orientated company like Nokia, many of

the following principles will be high on the agenda: 

1. Customer satisfaction: Market research must be used to find out whether customers' expectations

are being met by current products or services. 

2. Customer perception: this is based on the images consumers have of the organization and its

products, this can be based on; value for money, product quality, fashion and product reliability. 

3. Customer needs and expectations: This is anticipating future trends and forecasting for future

sales. This is vital to any organization if they wish to keep their entire current market share and develop

more. 

4. Generating income or profit: This principle clearly states that the need of the organization is to be

profitable enough to generate income for growth and to satisfy stakeholders in the business. Although

satisfying the customer is a big part of a company’s plans they also need to take into account their

own needs.

5. Making satisfactory progress: Organizations need to make sure that their product is developing

along with the market, if a product is developing well, then income should increase, if not then the

marketing strategy should be revised. 


6. Be aware of the environment: An organization should always know what is happening within their

designated market, if it is changing, saturation, technological advances, slowing down or  rapidly

growing, being up to date on this is essential for companies to survive. 

Marketing Mix

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical

components of a marketing plan. Also known as the Four P's, the marketing mix elements are price,

place, product, and promotion. Some commentators will increase the marketing mix to the Five P's, to

include people. Others will increase the mix to Seven P's, to include physical evidence (such as

uniforms, facilities, or livery) and process (i.e. the whole customer experience e.g. a visit the Disney

World).

According to Nokia marketing mix we will be discussing only about the 4P’s.

Products
 Mobile phones: Classic series

 1000–9000 series
 Nokia 2000 series – Basic series
 Nokia 3000 series – Expression series
 Nokia 5000 series – Active series
 Nokia 6000 series – Classic Business series
 Nokia 7000 series – Fashion and Experimental series
 Nokia 8000 series – Premium series
 Nokia 9000 series – Communicator series (discontinued)
Special function phones

 Nokia Eseries – Enterprise series


 Nokia Nseries – Multimedia Computer series
 Nokia N-Gage – Mobile gaming devices (discontinued)
 Vertu – Luxury phones
 Card phones (PCMCIA)
 Concept phones

 Other products

 Digital television
 ADSL modems
 WLAN products
 Telephone switches
 GPS products
 TETRA
 Internet tablets

Price
Psychological pricing

 Consider the psychological approach rather than economic approach

 LV is a high-end brand

 Therefore, people are willing to spend on one a “LV-branded” mobile phone

Market-Skimming Pricing

 Set a high price

 Skim the maximum revenue


 Decrease the price gradually

 Initially we will set a high price around $1200, gradually decrease and replaced by a newer model

 Maintain a high profit margin

Promotion
 Printed advertisement

 Goal: to create a new reason to buy our new cell phone

 Focus on masculine and feminine magazine, etc

 Car

 Audio/Video products

 Cosmetics

 Fashion
 Online - Advertisement

 Bid on cell-phone before the launch of our product

 TV advertisement

 Demonstrate its outlook and style

 Encourage people to bid our product online

PLACE
Place mainly consists of the distribution channels. It is important so that the product is available to the customer

at the right place, at the right time and in the right quantity. For placing its products Nokia uses retails outlets,

exclusive showrooms, mobile showrooms, websites, super marts, etc.

Competitors

 Many Competitors in this area

 Motorola

 Sony Ericsson

 Samsung

 LG

 Sharp

 Panasonic

 Nokia 37.2%

 Motorola 17.3%
 Samsung 9.8%

 Siemens 8.5%

 Sony-Ericsson 5.2%

STRENGTH OPPORTUNITIES

-The Leader in the Industry -Close cooperation with Suppliers and Intermediaries

-Strong Financial Support for -Tax Reduction


Investment
-New Demand Created From the Advancement of
-Strong Customers Relation Technology
WEAKNESS THREATS

-Lack of Innovation -Keen and Strong Competitors

-Human Resources Management -Saturation in Current Market

-Challenges of Continuous Technological Development

Conclusion
• Nokia currently still the no.1 in mobile industry

• Its growth in profit not comparable to main competitor - Motorola

• New series of phone: “exquisite” series

• Target on wealthy young adults

• To maintain leadership position and generate more profit to Nokia

References:
 http://www.nokiasiemensnetworks.com/company/mission-and-vision

 http://www.nokia.com/NOKIA_COM_1/About_Nokia/Press/Press_Events/zz_Ne

w_Potential/JuhaPinomaa-Moscow03.pdf

 http://marketingteacher.com/lesson-store/lesson-marketing-mix.html

 Neil H. Borden in his article The Concept of the Marketing Mix

 www.nokia.com

 www.managementfunda.com

Vous aimerez peut-être aussi