Professional Documents
Culture Documents
Success Attributes
Made for India campaign
with TVCs (total video convertor) of Nokia 1100 tied to a truck Better distribution strategies Hindi text and SMS, talking alarm etc. User friendliness Brand building Universal charger for all handsets First to introduce mobile game downloading
Nokia 1100 - Case Study
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Focus Group
Nokia 1100 a related variant of 1101
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Experimentation
Advertising
Sales productivity
Pricing
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Observations
Field trials: Placing the product in selected stores to test customer response under real-life selling conditions Can help in make product modifications, adjust prices, or improve packaging
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Research Instruments
Laddering:
Attributes Consumption consequences Personal values
Word association:
What comes to mind when we hear of Nokia brand
or Nokia 1100
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Cont.,
Dashboards : Online survey system is used to track customer attitudes in real time and report the results in an automatically updated "dashboard" application This could be done in Nokia outlets
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Hindi). sales increased from 58.2% to 59.6% Nokia handset not cheapest in market in pro nokia 1100 Introduced concept store for promotion Rising number of FMs led to the inclusion of this facility in its handset Made SRK as brand ambassador then
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Cont.,
For the purpose of developing the products
specifically for markets with high population and low penetration, Nokia developed a team called Mobile Entry Business Unit Advertisements launched to create nokia an Indian image- highly localized Followed model specific advertisement
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Conclusion
There is a strong brand preference
driving force Low priced Chinese set and high end technologically advanced hand set thrust as major competitors Mass market with low range (hi quality) products with more features
11 Nokia 1100 - Case Study 4/14/2012
References
www.writework.com
www.slideshare.net/janchip/nokia-open-studios-
presentation www.nottingham.ac.uk
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