Nokia Stp Plan in Pakistan

8/9/2019 Nokia Stp Plan in Pakistan

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GROUP MEMBERS GROUP MEMBERS BU ALI R@NABU ALI R@NA

K@SHIF RASHIDK@SHIF RASHID

Z@FAR ABBASZ@FAR ABBAS

S@LIM MAQBOOLS@LIM MAQBOOL

Y@SIR MUSHTAQY@SIR MUSHTAQ



SEGMENTATION,SEGMENTATION,

TARGETTING TARGETTING

AND AND

POSITIONING OF POSITIONING OF

NOKIANOKIA



TABLE OF CONTENTS TABLE OF CONTENTS

History

Mission statement

Brand promises

Brand personality

Market Segmentation

Market Targeting

Positioning

4Ps

BCG Matrix

SWOT analysis

Why Nokia ?



H ISTORY OF NOKIA H ISTORY OF NOKIA Nokia is a Finland based company, incorporated in

1967.

Nokia started of as a pulp, rubber and cable

manufacturing company to a major manufacturer of mobile devices.

It¶s the leading manufacturer of mobile devices.

Nokia offers a wide range of mobile devices with

the experience in music, video, imaging, gaming and

a lot more.



It also provides the services for network

operators.

Company recorded revenues of 41,121

Million ¼ in 2007 about 20.3 % increase

from 2006. Company offers its products in 150

countries. Its HQ is in Espoo, Finland and

employees about 68,500 people . Other company of Nokia are in China , Hungry ,

Germany , Korea and India.



MISSION STATEMENT MISSION STATEMENT

³In a world where everyone³In a world where everyonecan be connected, we takecan be connected, we take

very human approach tovery human approach totechnology´technology´



BRAND PROMISES BRAND PROMISES Everyone has a need to communicate and share. Nokia helps people to fulfill this need and we help

people feel close to what matters to them. We focuson providing consumers with very human

technology ± that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The communicationsindustry continues to change and the internet is at

the center of this transformation. Today, the internetis Nokia's quest.



Strategy:

Nokia's strategy relies on growing,

transforming, and building the Nokia business toensure its future success.



Brand personality Brand personality Nokia focused on building customer relationship

and trust.

Building friendship and trust is the heart of Nokia

brand.

Logo shows their brand personality.



Market segmentation Market segmentation Entry level: (Rs 2,500-6,000)

Nokia targeted low income people and first time

mobile buyers in this series . Sets include are

1200,1203,1100,1110,1112 etc



Classic Series: (Rs 7,000-17,000)

Nokia targeted decent people in this series .Sets

include in this series are 6300,6303,6120,7310

etc



N gage series: (Rs 8,000-16,000)

Nokia targeted game lovers in this series .These sets

include game like play station ,PSP and Xbox



Xpress music: (Rs 13,000-35,000)

In this series music lover are targeted. Sets are

5220, 5230,5310,5800,5610,5320 etc



N-series: (Rs 18,000-50,000)

This series is also called multimedia computer. Named

as on step ahead multimedia. Sets are N70,N73,N95,N96,N80,N81,N91 etc



E-series: (Rs 18,000-60,000)

This series is for business people. Sets include are

E51,E66,E71,E61i,E90 etc



Premium series: (Rs 80,000-1,500,000)

In this series Nokia targeted people which show visual

status. Sets include in this series are Sephiraarte,8800Gold,8800arts etc



Target market Target market In Pakistan a developing country Nokia has mainly

targeted

Entry level

Classic

Xpress music series

Target market for Nokia is teenagers and businessclass between the ages of

20-50



Market positioning Market positioning Nokia has created a distinct position in customer mind

by

Nokia logo«..>

Slogan««>

Standard ring tone

Standard message tone

The specific message that is conveyed to thecustomers in every advertisement is;

´Nokia enable you to get more outof lifeµ



4 P·s 4 P·s

Product Product:: Variety:

In every series of Nokia there are large number of sets thus

large variety. e.g. entry level include 1200,1208,1100,1110,1110i,1112 etc

Quality:

Nokia gain brand personality and market shares because of its

quality.

Design:

Nokia sets are of various design such as Flip sets , Flat sets,

Slide sets , Sets with rotating camera etc



Features:

Each set of Nokia has its own features . The models of

Nokia are based on features. e.g. Nokia 1100 set hasits own features

Brand name:

Brand name is written on each set. Packaging:

On packaging of Nokia set detail information about

the set is given and packing is made attractive by picture.

Each set has its own booklet with information about its

features.



Price Price Nokia has a reasonable price for every series.

Price is listed on every packing

Nokia also offer cash allowances:1. By buying 1200 and 1208 get 50Rs

2. 75Rs on buying 1650

3. 100 Rs on buying 2630 and 3110

4. 200 and 250 Rs on buying 6300 and 5310



place place:: Channels:

Nokia > Distributor > Whole seller > Retailer >

Customer

Coverage:

Nokia is widely available all over Pakistan

Distributor :

Nokia main distributor are I2,United mobiles, Mobilezone and Advance telecom. Nokia mobiles are

mostly available through every mobile outlet



Promotion Promotion:: Advertising:

Though TV , Sign boards , Bill boards , Radio and Newspaper,Broachers , Posters ,Dummies and display stands

Personal selling:

By product training to Distributor (what is product)

Sale promotion:

Gift like Yamaha bike , Philips TV , Mitsubishi split AC ,watches and digital diary

1. With N73 mobile offer 2500Rs original Blue tooth free2. With 6220 offer leather Wallet

3. With 6303 offer caps and shirts



Public relation:

1. Road shows

2. N-gage. com for game lovers3. Nokia football crazy

4. Nokia strategy for promotion is

´ Eye level is buy levelµ



SWOT ANALYSIS

Strengths :

Durability

Long battery lifeUser friendly

Global Expansion

Brand loyalty

Use of Carl Zeiss lens

Weakness N Gage is a flop.

Low voice quality

Less stylishHeavy sets

Market skimming

prices of high sets



Opportunities

Mobiles withcomputer window

New growth markets

Other hand helddevices

Well designed and

styled sets

Threats

China mobilesOrange, Vodafone

and O2 and many

other operators areglobally selling their

own brands of phone.

Company in ChinaCountry situation



BCG matrix BCG matrix



Why Nokia? Why Nokia? The largest market share ever gained by Nokia is in

Pakistan 88% more than allover Middle East andAfrica

Largely available

Greater network coverage

Easily repaired

Changeable body casing

Updating software

Use of Carl Zeiss lens

Only dealing in mobiles

Nokia Stp Plan in Pakistan

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