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Aged between 25-45, the segment looks for datatransmission and other business-related features. In most cases, thecompany sponsors the han dset, hence price is not a major consideration.* Trendsetters: In any technology adoption cycle, the first segment to adoptan emerging technology is dubbed as ' the early adopters'. For Nokia, theseearly adopters are 'Trendsetters' who are m ost receptive to advancedmodels. This was the segment at which WAP-enabled model s were aimed.* Social contact: The third segment for Nokia is the upwardly mobil e,socially-conscious segment that uses a mobile to stay in touch. Today'syouth a nd affluent housewives constitute two major chunks of the segment.* Assured: The fourth and last segment as defined by Nokia comprises of CEOs, high-profile cel ebrities, industrialists and other high "net worth"individuals. The fact that th e segment cannot do without a mobile phonemakes it the 'assured' segment.MARKETI NG STRATEGIESIntroduction to Marketing StrategiesSTRATEGY is a very broad term whi ch commonly describes anythinking that looks at the bigger picture. Successful c ompanies are thosethat focus their efforts strategically. To meet and exceed cus tomer satisfaction, the business team needs to follow an overall organizationalstrateg y. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than thecompetition does.Strategy is the way in which a company orients itself towards the marketin which it operate s and towards the other companies in the marketplaceagainst which it competes. I t is a plan an organization formulates to gain aSustainable Advantage over the c ompetition.The Marketing Concept of building an organization around the profitab lesatisfaction of customer needs has helped firms to achieve success in high-gro wth, moderately competitive markets. However, to be successful inmarkets in whic h economic growth has leveled and in which there existmany competitors who follo w the marketing concept, a well-developedmarketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipate d moves of competitors in themarket.Consumers seek certain attributes in product s and these attributes lead tocertain benefits for them. When the benefits matte r to them, over time theylearn to choose products which possess those attributes that lead to therelevant consequences.Understanding these linkages between prod uct attributes, their consequences and their ultimate consumer values are importan t if onehas to arrive at a positioning that the consumer can relate to. BenefitL addering refers to a technique which focuses on product attributes andhence prov ides a link for the changing value proposition of a product. It helps the company to communicate its final value proposition to theconsumer and hence help the company to arrive at the desired positioningof the product in the market. Price / Selling Effort Strategies : A firm that follows a skimming strategy seeks to be the first to introduce a product with very goodperformance, selling it to the innovator market segment and charginga premium price for it. It makes as much profit as possible, thenmoves on when the competition arrives. The price is likely to fall over time as competition is encountered. Such a skimming stra

tegycontrasts with a penetrating strategy , which seeks to gain marketshare by sacrificing short-term profits, and increas ing the price over time as market share is gained. Competitors have certain strengths and abilities. To succeed, a firmmust leverag e its own unique abilities. A firm should prepare defensive strategies before potential threatsarrive. If th e competition surprises a firm with the introduction of avastly superior product , the firm should resist the temptation toproceed with its mediocre product. A f irm never should introduce aproduct that is obsolete when it hits the market. The competition's probable response to a firm's actions should beconsidered care fully. Nokia's new strategy in US market I, and other much wiser bloggers, have already written about howunsuccessful Nok ia had been in selling phones on the US market. It seemsthat American people are resistant to smart phones, they're simply satisfiedwith text messaging and using their phones mainl y for voice calls.Unfortunately, the carriers didn't make it easy for Nokia to b e the #1 inNorth-America, either.But that might change over time. As Nokia repor ted in their press release,they are trying to find new ways to sell their phones , but this time withoutinvolving the carriers. I hope that Ewan's prediction wil l come true andusers are now ready to buy and use such advanced mobile gadgets.E specially if they are from the business segment: first, it's more likely thattho se users can afford cell phones for hundreds of $s, second, they mighteven use m ore than 10% of the provided functionality. NOKIAS VARIOUS MARKETING STRATEGIES Local services easily: With the Nokia Local Marketing Solution, consumers will be able to easilydiscove r and easily initiate services. A phone call to the nearest taxi stand,opening a WAP or HTTP connection to the local movie theatre portal canbe made with just a few clicks. Rather than having to browse throughmultiple menus, the special app lication in the phone makes it possible for the consumer to discover locally rel evant services from serviceadvertisements collected in the background by the spe cial phoneapplication while the consumer moves around.Nokia Local MarketingSolut ion:With the Nokia Local Marketing Solution mobile operators and serviceprovider s can promote their own or partnered SMS and data services. Evenlocal businesses could easily advertise their own services in relevantplaces at relevant times. The solution creates demand for building new, really local services thus offering a new revenue opportunity area. Thesolution consists of: an application in the phone Local Info, a mountable, approx. A5 sized device called the Nokia Service Point LMP10 used for sending over Bluetooth ser vice advertisements to theconsumers phones and The Nokia Service Manager LMM 10, w hich is a back-end server for content and service point management. Services are advertised viaBluetooth to consumers phones when they pass a are automatically s avedto the Local Info service point. These service advertisements phoneapplicati on. Since the area where service is advertised is well defined, thesolution enab les the advertisement and provision of services to have arelation to Mobile oper ators have made big investments to make it possibleto provide mobile data servic es. It is difficult for the mobile operator toinform its consumers when there is a new mobile data service available.The potential of using Bluetooth has not ye t been utilized by mobileoperators as a mean to market services. Content owner n eeds A Project Report on Nokia Mktg-726

Download this Document for FreePrintMobileCollectionsReport Document Info and Rating nokia Follow icyy Share & Embed Related Documents PreviousNext 63 p. 31 p. 30 p. 60 p. 44 p. 39 p. 42 p. 1 p. 19 p. 9 p. 21 p. 13 p. 45 p. 193 p. 20 p. 4 p. 3 p. More from this user PreviousNext 25 p. 41 p. 23 p. 12 p. 51 p. 4 p. 56 p. 61 p. Recent Readcasters Add a Comment This document has made it onto the Rising list! 03 / 18 / 2010 YouKay_Kodai_5375left a comment it was very useful for my university project thank u so much 03 / 10 / 2010 Manish_Kumar_1807left a comment would you provide a project report on britania biscuits in india 02 / 26 / 2010 Manish_Kumar_1807left a comment would you provide a project report lux bathing soap

02 / 26 / 2010 Manish_Kumar_1807left a comment would you provide a project report on nokia mobile phone in india 02 / 26 / 2010 Upload a Document Search Documents Follow Us! scribd.com/scribd twitter.com/scribd facebook.com/scribd About Press Blog Partners Scribd 101 Web Stuff Support FAQ Developers / API Jobs Terms Copyright Privacy Copyright 2012 Scribd Inc. Language: English