Marketing project

 By :
 Muhammad Hashim
 To :
 Prof. Qasiar farid
COMPANY LOGO
NOKIA E-91
9 Reasons Why Nokia
Rules the Mobile Phone
Market
 1. Call Quality
 2. Hardware
 3. Battery
 4. Robustness
 5. Wide Product Range
 6. Customer Service
 7. Reliability
 8. Price
 9. Experience
MARKETING ANALYSIS
 Internal business environments
Nokia, one of the leading cell phone manufacturers, is renowned for
its rganizational culture. Flexible and speedy decision making in a flat,
net work organization form.
 External business environments
Changes In the external environment will create
opportunities or threats in the market place. Fluctuating
economy, changing customer attitude and values, and
demographic patterns heavily influence the success of Nokia’s
product on the market and reception they receive from the
consumers.
Market segmentation

 The market segmentation is based

on occupation i-e business
professionals/ executive
 These sleek, sophisticated
and well designed phones are an
excellent
• choice for today's mobile
These sleek, sophisticated and well
phone user
designed phones are an excellent choice
 The new cell phone will serve
for today's mobile phone user
all the business professionals in all
•
over theThe newatcell
world phone will serve all
a reasonable
the business professionals in all over the
price.
world at a reasonable price.
Need of evaluation
Market Positioning
 Budgeting for the new product
 Marketing dept of Nokia
should allocate 45% from its budget to
launch the new products. This amount
will be spent on the following stages;
 Idea screening 6%
 Concept testing 10%
 Product development 20%
 Test marketing 9%
Arrangement a New
Product (E91)

 CELLPHONE + NOTE BOOK +

FLESH DRIVE
 Conjoint analysis
Branding
The Pie Chart s how s cus tom e r pre fe re nce for
Pricing Nok ia E Se rie s
The Pie Chart shows customer ranking
about Pricing for new Nokia E91

1
1

1 3 4

60000 65000 70000

E - Se rie s N - Se rie s

Portable Charge r
Memory The Pie Chart s how s portable charge r is
The Pie Chart shows maxmimum v otes for 9 GB
favourable

1 1

3 1
4

8 GB 8.5 GB 9GB Ye s No
 The popular Nokia N Series mobile phones
are high performance multimedia gadgets
for marvelous music experience on the
move. These N-series gadgets are aimed
at those users who look for advanced
features in a compact device.

 The Nokia E Series phones offer extended

mobility to the smart professionals who
are looking forward to mobilising their
workforce and achieve optimum
productivity.
PRICE
 The skimming price is used for E
91.
 The expected price is from 16000
to 20000. This cell phone is related
to E-series. This series is also
called ENERPRISE series.
PLACE
 Distribution
 Coverage: Nokia is widely available in al
over Pakistan and all over in the world
 Distributor
 Nokia main distributors are united
mobiles, mobiles zone and Advance
telecom. Nokia mobiles are mostly
available at every mobile outlet.
Promotion

 With the advancement of

technologies, new and innovative
handsets are being launched in the
market from time to time. Among
all the widgets present, the Nokia
E Series mobile phones
 Long run Projection of
Sales
200000000
180000000
160000000
140000000 2009
120000000
2010
100000000
2011
80000000
60000000 2012
40000000 2013
20000000
0
y e a rs K a ra c h i Is la m a b a d L a h o re
The Adoption Process
 Innovators
 They are the first to adopt a new idea. They are eager to try a
new product and are willing to take risks.
 Early adopters
 Are well respected by their peers and are often opinion
leaders. They tend to be younger, more mobile and more
creative than later adopters.
 Early majority
 They avoid risks and delays trying a new product.


 Late majority
 They are cautious about new ideas.
 Laggards or Non-adopters
 They prefer to continue past behaviour and are suspicious of
new ideas.
Adoption process
SWOT Analysis
 OPPORTUNITIES
 Push email,
 Bluetooth,
 EDGE
 3G high-speed data
 Mobile with computer
 New market
 Well designed and style set
 THREAT
 China mobiles
 Country situation
SWOT Analysis
 STRENGTHS
 Durability
 Long better life
 Global expansion
 Brand loyalty
 WEAKNESS
 Low voice quality
 Market skimming prices of high sets
 Heavy sets
 Not friendly users
Product life cycle
Competitors

 Sony Ericsson
 Motorola
 China mobiles etc.
Competitive Strategies for
E91
 Defending market share
 While trying to expand total market size. Nokia
continuously defends its current business. The new E 91
will increase the competitive strength and value to
customers.
 Following are the policies for E 91 designed by Nokia
Corporation.
 Premium performance.
 The E91 is reliable and durable like other products of
Nokia.
 Complete information.
 Complete information is given on the ads regarding the
concerned products
 Global market share %
Year 2007 2008

Nokia 34.7 38.8

Ericsion 11.3 14.3
LG Samsung 21.7 14.1
Motorola 7.5 9.2
Sony Electronics 6.4 7.2
Others 18.4 16.4
Total 100% 100%

Total growth of the year 22.6 12.3

Product development
 The R&D dept has developed the
following PROTOTYPE of the
product. The goal is to find a
prototype that embodies the key
attributes described in the product
test statement that performs
safely under normal and conditions
and that could be produced within
the budgeted manufacturing costs.
Product development
Some Nokia mobile
phones
 Nokia E series – Enterprise
series
Nokia E series
Nokia E70 352 x 416 24-bit 2006 P GSM/WLAN/UMTS S60 3rd BB5.0 Candybar
(16.7 (Europe/Asia) Edition (flip
million) keyboard
Color )
Nokia E71 320 x 240 24-bit 2008 P GSM/EDGE/UMTS/WLA S60 3rd BB5.0 Candybar
(16.7 N Edition
million) FP1
Color
Nokia E72 320 x 240 24-bit Announce P GSM/EDGE/HSDPA/HS S60 3rd BB5.0 Candybar
(16.7 - UPA/WLAN Edition
million) 2009 FP2
Color
Nokia E75 320 x 240 24-bit 2009 P GSM/EDGE/UMTS/3G/ S60 3rd BB5.0 Side Slide
(16.7 WLAN Edition
million) FP2
Color
Nokia E90 800 x 352 24-bit 2007 P GSM/EDGE/3G/WLAN S60 3rd BB5.0 Clamshell
Communic (16.7 Edition
ator million) FP1
Color
Advertising
 We will use all the media (printing &
electronic) for advertising
 TV
 Radio
 News papers
 Magazines
 Internet
Commercialization
 The new Nokia E 91 has carefully been debugged, and is now
ready to be launched.
 Timing
 Since Nokia is leader in mobile hand sets therefore wants its
each and every product to rule the market. Nokia- Pakistan is
launching its new product as “first mover advantage” thus
locking up key distributors and customers and gaining
Leadership.
 Where
 The E 91 will be launched in Karachi, Lahore and Islamabad
first. Since Nokia corporation is an international org. it will also
launch its new product in Europe, India, and USA.
 To whom (target market)
 The product has especially been made for business executives
particularly and students generally (for they are facing the
problem of load shedding).