Marketing plan of Nokia N95

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12 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Marketing plan of Nokia N95

Submitted to: Abdul Manan Khan


Submitted

BY
:


Kamran Mukhtiar



17

Zohaib ul Islam


43

Muzamil Younas


31

Sadia Khan



33

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1.

Executive summary:


As a result of Nokia’s recent organizational restructure there was a change in strategy, mission
and goal of Nokia Company into precise objectives. Nokia stated that ‘Our goal is to be a good
corporate
citizen wherever we operate, as a responsible and contributing member of society. We
take part in long
-
term projects aimed at helping young people create their own place in the
world, for example through our global youth programs.’ To achieve this goal the
y following this
mission statement ‘By connecting people, we help fulfill a fundamental human need for social
connections and contact. Nokia builds bridges between people


both when they are far apart and
face
-
to
-
face


and also bridges the gap between pe
ople and the information they need.’ In order
to pursue its mission and to achieve its goal they implementing the strategy of ‘Expand mobile
voice, drive consumer multimedia and bring extended mobility to enterprises.’ However Nokia
has a very limited prod
uct line but when considering development and research areas,
manufacturing and service portfolios it’s an impressive company. It can be implicit that mobile
phone market is lucrative. The sales rate of Nokia in the year 2003 is $37.1 billion and profit is

about $4.53 billion along with the phone industry market share of 35%. The patent technology is
very vital to the opulence of Nokia. The advanced mobile technology of Nokia includes
information transfers through blue tooth, wireless internet capabilities
and data synchronization.
The cutting edge technology of Nokia in imaging, video, audio, browsing and in mobile instant
messaging made them contrast from their competitors. Hence they are pioneers in the mobile
phone capabilities. The employment opportunit
ies are very vast in Nokia organization and they
are offering position to talented people of all educational level.




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2.

Introduction
:


Nokia is well known and world known company for mobile devices and in congregating
communication and integrate industries.

They have branches in 120 countries and sales in 150
countries with 128,445 employees. The operating profit of this world’s largest mobile
manufacturers is 5.0 and 37% of market share according to Q1 2009. For every market segment
and protocol they introd
uce mobile devices of different technology like W
-
CDMA (UMTS),
CDMA, and GSM. Nokia Siemens network make services and solution along with
telecommunication network equipment. They are providing digital map information and internet
services through owned su
bsidiary. This popular public liability company listed on stock
exchanges of New York, Helsinki, and Frankfurt. Nokia is a very important employer in Finland
and plays very vital role in the financial system of Finland. In fact as a partners and sub
contra
ctors of Nokia Company, very small employers grown high in very short period. In the
year 1999 GDP of Finland increased more than 1.5% by Nokia and in the year 2004 it was 3.5%.
Hence Nokia is ranked as a best Finnish employer and best Finnish brand. Nokia

occupied a fifth
place as a valuable global brand in the list of Interbred/Business Week’s best global brands 2008.
And it’s a first non US company ranked in the list. In the year 2007 it is a number one brand in
Asia and in Fortune's World's Most Admired

Companies list of 2009 Nokia considered as 42nd
world’s admirable company. According to AMR research Nokia supply chain ranked sixth in the
world and third in network communication. In case of environmental issues Nokia holds a
superior track of record in

restraining the usage level of toxic chemicals in their products. Those
records are approved by Greenpeace environmental organization. Comparing to other electronic
brands Nokia highly reduced impact on climate change and strongly supporting recycling of
electronic waste. In 11th Greenpeace Guide Nokia company obtained first place with improved
score.

3.

Mission statement:

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 the
m. We focus on providing consumers with very
human technology


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

We are living in an era where connectivity is becoming truly ubiquitous. The communications
industry continues to change and the
internet is at the center of this transformation. Today, the
internet is Nokia's quest.




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4.

Environmental Analysis
:

4.1
External analysis
:

These are the external factor of Nokia co. which is given below:

4.1.1
Political


As markets are deregulated, both operators and manufacturers are free to
act
independently

of government intervention. In Countries like India and China where
Partial regulations

exist, government intervention does take place.

4.1.2
Economic:


With incomes

rising, people have more disposable income, which
enables consumers

to
be more selective with their choice of mobile phone, looking to other factors
rather than

fulfilling the most basic of user needs (text messaging and phone calls) and price being
such
a key

factor.

4.1.3

Social
:

The rise of the so
-
called information society has made telecommunications

increasingly
more important to consumers, both in terms of work and leisure. Users are more aware

of
mobile phone handset choice and advancements due to increa
sed information availability.


4.1.4
Technological


There
has

been much global advancement in technology such as MMS,

Bluetooth, WAP,
GSM, GPRS, cameras etc. The Asian markets are more technologically advanced

than
their European counterparts, for example

in 2002, just 4% of phones had cameras,
whereas in

Asia 90% did.

4.2

Internal Environmental Analysis
:


These are the internal factor of Nokia co. which is given below:

4.2.1
Resources (Capital)
:

The Financial resources of Nokia have received a blow by today’s

market by a huge
margin which can be seen in the first quarter report of 2009 as compared year 2008.

It’s a
dramatic down fall from 12 660 million EUR to 9 274 million EUR.


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4.2.2
Resources (People)
:

It’s the count of all the skilled or unskilled staff a
company hires to

work for them. Nokia
do hire highly skilled staff due to its nature of technology work and provide

them with
training to keep them update and create opportunities for program developers who can

work from home to compete in a competition to

win prices and even offer them jobs .In
this time of

recession and economy down turn every company is looking to cut cost by
making their unwanted

staff redundant. Nokia as a mobile manufacturing giant has taken
loses and make 1000 of its staff

voluntary
redundancies and are planning to cut even
more staff

by 600 due to poor profits.


4.2.3

Organizational Structure and Culture
:

Nokia has agreed to these terms and working towards to achie
ve this huge task. Veli
Sundb

Executive Vice
-
President and the Head of Corporate Relations and Responsibility
said that the, ‘Managing environmental recital is a significant liability for the whole
mobile industry. Working mutually with ecological groups we are capable to discover
new

behaviors to make progress at all phase of a mobile phone's lifecycle, from when it is
complete and checked through to how it can be recycled. We are now dedicated to
turning these thoughts into achievement and maintaining a long
-
term obligation to this
i
ssue.

Corporate culture

The Nokia House, Nokia's head office in Keilaniemi, Espoo, Finland.Nokia's official
corporate culture manifesto, The Nokia Way,
emphasizes

the speed and flexibility of
decision
-
making in a flat, networked organization, although the
corporation's size
necessarily imposes a certain amount of bureaucracy.

The official business language of Nokia is English. All documentation is written in
English, and is used in official intra
-
company spoken communication and e
-
mail.

4.2.4
Product
Development
:

Since from the launch of the particular product, the product must be continuously updated
with the current technology. Nokia stopped some products after the poor performance in
the market. However some of the products of Nokia are still in ope
ration and also in
Manufacturing. They need to update with the latest technology and make them appealing
to the large customer base.



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4.2.5
Training
:

The nokia has used to give some effective training for their every employee. Having
touched with global
network of learning centers, nokia offers some innovative training
for their employees for further improvement in their own skills. The development of
managers is the main thing, which cannot be, evade at any cost. When comes to growth
for a company, the m
anagers have to develop their skills for interacting freely with their
employees. In that sense, the nokia are giving more rooms for every manager to improve
their leadership skills. The company nokia is offering jobs internally for their employees.
Theref
ore, it is sufficient for the every employee to shine in his or her careers. If doing
so, the company will automatically find a way for reasonable growth. This is the basic
Growth Strategies for the well
-
known company nokia

5.

Market Segmentation:

Nokia make
segments on the following segmentation basis.



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

Nokia targeted low income people and first time mobile buyers in this series. Sets include
are 1200, 1208,1100,1110,1112 etc



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

Nokia targeted decent
people in this series. Sets include in this series are
6300,6233,6120,3120 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 serie
s music lover are targeted. Sets are 5220
, 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


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

In this series nokia targeted people which show visual status. Sets include in this series
are Sephira arte
, 8800Gold, 8800arts

etc


6.

Mar
ket Analysis

Marketing Strategy is very important for every company. Especially for product oriented
companies Marketing is a key thing that needs to have more focus. Nokia’s marketing strategy is
based on the customer needs. That is why Nokia is successfu
lly running a customer oriented
marketing plan. Customer Satisfaction is very important for every business. For the past few
years’ customer feedback of Nokia is extremely high. It is seen that the potential new customers
are buying the Nokia and switching

to Nokia from other Mobile Manufacturers like Samsung,
Motorola, Sony Ericsson and LG. The switching is more to Nokia when compared to other
mobiles

6.1 Customer

Perception
:

Customer Perception o
f Nokia is increased for the past few years. Nokia customers are
getting the product for the money; the quality of the product is extremely high when
compared to other mobiles in the market. The Nokia Products are fashionable and looks
great for the money
the customer spent on it. The reliability of the Product is considerable
increased for the past few reports. Nokia’s predictability is low when comes to customer
needs and expectations. Nokia released the touch screen phone so late. While other
competitors

are releasing the touch screen product once in every week, but Nokia remains
silent on this issue. Nokia’s market prediction needs to be improved and they have to
implement the expectations of the customer in quick time. Customer prediction plays the
impo
rtant role in keeping the current share of the Nokia in the Global Mobile market
intact. The marketing strategy of Nokia brings good profit to the company. These profits
are utilized for future growth of the Company. This profit must satisfy the existing
s
takeholders. More investments are being made by the Existing Stakeholders as
well as
by the new Stakeholders.

6.2 Increases the product sale:

Every organization needs to ensure that the organization develops as the product sale
increases. This satisfactor
y progression is made by Nokia. Most of the products of Nokia
is developed so far yields good results and incomes. This type of revenue generation
helps to develop the company. Every Marketing Strategy must be planned with the care
of Environment concerns.

Nokia have to keep track of the technology advancement in the
mobile technology. It is high time that Nokia needs to take care of the Slow down in the
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market. Every change in the market must be watched to take effective actions in the
marketing plan. Envi
ronmental Analysis European commission has given a good review
about the good reviews of Nokia’s Mobile Phones. This commission consists of the
environmental experts like UK’s Environment Department, Food and Rural Affairs of
UK and the members of BEUC. Th
is panel has made some suggestions to reduce the
certain amount of substance that will cause some harm to environment. This group has
the objective of reducing the consumption of energy, prohibited materials must be
avoided, and buying new phones by exchan
ging new phones must be encourages
in order

recycling

the old ones. The customer must be provided the full information about the
environmental concerned material
.

6.3
Competitor

Analysis
:

Nokia suffers huge competition from the Mobile Manufactures like
Son
y Ericsson,

Motorola, Siemens, Panasonic, Sagem, NEG and Toplux
. These manufacturers are
having the technology in their hand and providing the mobile at the cheapest prices.
However the customer care of Nokia is extremely providing the incomparable service

to
their customer base. Nokia is also getting fresh new competition from the Google and
Apple. These companies are branded companies in 3G technologies available in the
market. Smart Phone is the latest buzz in the mobile industry that spreads around for
quite some time. Nokia launches the new touch screen mobile phone 5800 XpressMusic.
This is the first touch screen model released by Nokia. Nokia VP Jo Harlow said that, ‘By
adding the benefits of touch
-
screen technology to S60, the world's leading
Smartph
one

interface, Nokia is taking the familiar and giving it a human touch,’ However there is not
considerable threat to Nokia, as the market share of
Apple iPhone

3G is somewhat small.
Nokia’s 5800 are based on the S60 Platform and it is operated using the o
perating system
called Symbion. This is not a new operating system in the market. It is also used by other
mobile manufactures like
Samsung, Panasonic and LG
. Nokia should consider the
importance of introducing the mobiles having different variations from
the previous
releases. Nokia released its first touch screen after the long release of LG only. Nokia is
the big player in the Mobile industry for the past 10 years, but they are not eager to
experiment things. Other competitors like LG, Samsung released t
he touch screen as soon
as their entered into the mobile industry market

According to recent reports, Nokia is the best selling mobile phone around the globe. It
has the market share of around 37.2% in the Global market. Other competitors are having
less market share only when compared to Nokia’s Market share. The gap between t
he
Motorola and Nokia is very big. Motorola have 17.3% and it is far less than the Nokia.
Motorola has to think big to come near to the Nokia’s Achievement. The competition
between the Samsung and Siemens is very tough and they are the potential competitor
s to
Nokia in some factors. Samsung and Siemens providing the clean and clear voice with
good network support.

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6.4 SWOT Analysis:

6.4.1 Strengths:

o

Experience


142 year history

o

Wide product range

o

Distribution channels in developing markets



For example,
direct coverage of 90% of Chinese market with offices in 80
plus locations. Nokia has expanded beyond large cities to the lesser
developed markets.

o

Economies of scale



Lower logistics costs than competitors.



High margins.



Do it yourself manufacturing


manu
factures 75% of its phones

o

Market share



Nokia accounts for half of the global smart phone market.



38% of the global volume.

6.4.2 Weaknesses:



Global standards & global phones.

o

Tried to apply these phones to all regions.

o

Didn’t customize phones based on cus
tomers in each region.

o

Responsiveness/adaptability to customers’ needs.



Decrease in sales in the United States.

o

Loss of market share


dropped from 33% in 2002 to 10% in
2007.
1

o

Low level of Nokia phones stocked by carriers in the United
States.

6.4.3 Oppor
tunities:



Leverage low logistics costs to further decrease prices in volume market &
increase profit margin overall.



Provide internet services to capture this growing market.

o

Integrate internet services with mobile phones to add value.



Improve sales in the

United States.







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6.4.4 Threats:



Growth in handset models to slow from 21% experienced over the past few
years to 10% in 2008.



The Google phone will encourage new entrants and Nokia may have to
compete with dozens of small firms instead of four large firms

as it currently
does.



Dilute brand by expanding into internet services.



Overpaying for web services.



Alienate the carriers.

6.5
Key Issues
:

Nokia is very conscious about the business mobility market and with the support of its
reliable partners, is able
to extend its mobile business solution worldwide. Mobilization is
very easy and cost effective with the IT involvement. Nokia completely relies on phased
approach, developing a particular area of mobility after another. Hence organization can
easily take a
dvantage of mobilization and attain benefits of workforce like high employee
flexibility and increased productivity within very short time period. The balanced various
approaches of Nokia made it as a leader in the market. By aligning the internal strength
s and
external opportunities, balancing the emergent and planned strategies Nokia retrieved the
market share. Hence the Phased approach is basic reason for the long development of Nokia
in mobile phone industry

7.

Marketing Objectives
:

7.1

Customer
satisfaction:

In every business customer satisfaction is very important.

Nokia has taken utmost care to
find out whether the product has given 100% satisfaction. Even they conducted some
research regarding the customer satisfaction and expectation. Those r
esults prove to be
good for Nokia.

7.2

Customer perception:

Before buying the product of any branded company, the customer may have some
perception about the product. Similarly Nokia tries to catch the perception of a customer
through various feedback sys
tems. Customer can interact with the nearest store and get
some ideas about the Product.



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7.3
Customer needs and expectations:


Satisfying the customer needs and expectation is the main goal of any branded company.
Nokia spent some time on this to develop products according to the Customer
expectations. It is totally a waste of time, if you cannot manufacture according to the
custo
mer needs.

7.4 Generating

income or profit:


Every organization needs to be function only if they are getting sufficient profit from the
business. Obviously providing quality service is the main objective but without money
you cannot provide quality servi
ce. Getting high returns will also satisfy your
shareholders as well as it will provide the opportunity to get more investment on the
Nokia.

7.5

Be aware of the environment:


Every organization must have a look around the environment to perceive what is
h
appening in the market. Nokia has given some high priority to this issue. Some of the
key things are mobile technology advancement, slow down of the market, rapid growth
of the market, updating the mobile technology news, saturation level in the market and

changing trends with the market.

8.

Marketing Strategy
:

The marketing concept of building an organization around the profitable satisfaction of customer
needs has helped firms to achieve success in high growth moderately competitive market
however to be succ
essful in market his watch economic growth has leveled and in which this
exist many competitor which follow the marketing concepts, a well developed marketing
strategy is required such a strategy considers a portfolio of products and takes into account the

anticipated moves of competitors in the market.

8.1 Strategic overview of Nokia:

Nokia Corporation (Nokia) is a provider of products and services in the mobile industry.
It is engaged in the design, development and manufacture of a wide range of mobile
devices with services and software that enable in experiencing music, navigation, vi
deo,
television, imaging, games and business mobility. It also provides equipment, solutions
and services for communications networks. Its business segments include Mobile Phones,
Multimedia, Enterprise Solutions and Nokia Siemens Networks. The operations
of the
company are spread across 150 countries including Finland, China, India, Germany,
Great Britain and the U.S. Global Markets Direct, the leading business information
provider, presents an in
-
depth business, strategic and financial analysis of Nokia
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C
orporation. The report provides a comprehensive insight into the company, including
business structure and operations, executive biographies and key competitors. The
hallmark of the report is the detailed strategic analysis and Global Markets
Directs

views

on the company.

8.2

Targeting Strategy:

The for Nokia N95 customer consist of following geographic and demographic.


8.2.1
Geographic:



Nokia N95
immediate target geographic target is rural Pakistan.



The total population is estimated at 100 million.

8.2.2
Demographic:



Male and female



Age 20
-
50, this is the segment that makes up 80% of nokia mobile phone make
according to Nokia Ltd.



Professional and Collage student



Every person
has

different
income, so

these N95 targets the high involvement
person in
N95.and have

high purchasing power.

8.3

Poisoning Strategy
:



Nokia has created a distinct position in customer mind by



Nokia logo…..>





Slogan……>

Knowing our past. Create the future



Standard ring tone



Standard message tone



The specific message that is conveyed to the customers in every advertisement is;



“Nokia enable you to get more

8.4

Primary customers their key influencers, decision maker, and economic buyer
:

The customer of any company becomes the assets of the company.

The basic purpose of any
company is to satisfy the customer wants. The primary customer of Nokia Company is
professionals, Students and Business person

concerns. The nature of the customer influences
the company. If the primary customers of the company ar
e economical buyer. The sale of
the company will increase moderate level and vise versa.

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8.5

primary users
:

The primary users of nokia n95 are business man and college students, those people who
take high involvements in products.

8.6

Positioning, Value
Proposition
:

Positioning is placing the product in the different types of population. The process of
identification of the potential customers is the main thing that needs to be done to sell the
product. Nokia has also some serious concerns to choose the r
ight target audience. They
chose the youth market that is falling between the ages of
20
-
50
. They conducted a
research that the youths receiving lot of packet money and they are not having any
commitments to spend that money. So they can easily buy mobiles

from the pocket
money. Nokia is branded company and can able spend lot of money on promoting and
advertising the product. However companies smaller than Nokia cannot able to afford big
amount for the ads. Television ads gives good results buy it must be p
layed at right time
to attract huge number of audiences. Nokia has also had the idea of targeting the business
people. For this reason Nokia conducted some events to promote the product among the
businessmen’s. They placed the ad in television and banner w
here the large number of
audience can get view the ads. Nokia spreads the product also in the magazines.
Particularly in men’s magazines, because the large amount of Nokia Phones are bought
by the Men’s. Nokia’s targeting and positioning is been good. It c
ontains the mix of
attracting the large viewers as well as they are attracting more specific ones. By
following this method, Nokia’s marketing won’t let them down in any recession

9.

Product Strategy
:

9.1
Product Portfolio
:

Nokia has product portfolio
in
which the company take the decisio
n for allocation of
resources between

different products
Nokia Company

has many product such
as Nokia
N95

N73
1100,

1200, and express music etc:

9.2
Description of

Nokia N95
:

The N95 is dual
-
slider (sliding up and down) revealing numeric keypad or multimedia
keys; it has large QVGA display and on the back
-

5
-
megapixel camera with Carl Zeiss
lens. It is quad
-
band GSM with UMTS/HSDPA support and features GPS. N95 is
Symbian S60
Smartphone

with microSD slot for memory



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9.3
History:

The phone was unveiled in September 2006 and was released at the end of March 2007.

On March 22, 2007 Nokia was shipping N95 in key European, Asian and Middle Eastern
markets.

On April 7, 2007, the N95

went on sale in the United States through Nokia's Flagship
stores in New York and Chicago and through Nokia's nseries.com website. No US
carriers were expected to offer this phone. The U.S. version started retailing without
carrier branding or discounts i
n Nokia's flagship stores in New York and Chicago on
September 26, 2000.

On August 29, 2007, two updated versions of the N95 were announced at a press event in
London; first, the N95
-
2 (N95 8GB), an updated version for the European/Asian markets
with 8 gig
abytes of internal storage and larger screen; secondly, the N95
-
3 (N95 NAM),
replacing the original 2100 MHz
W
-
CDMA

air interface with support for the 850 MHz
and 1900 MHz frequencies used for

the 3G networks of most GSM
-
compatible mobile
carriers in the Americas, including
AT&T Mobility
.

Finally, later on January 7, 2008, Nokia introduced the N95
-
4, which is the US
8 GB

version of the N95
-
3. The phone got its FCC approval in January 30 and launched March
18. The first carrier to
utilize

this approval was
Rogers Wireless

in May 2009.


9.4
Main Benefits of N95:

An exciting firmware update for the original Nokia N95
-
1 saw light recently. After few
days of testing it out, we can now confirm that it has really impr
oved the performance of
one of the top multimedia devices on the market. Here is a short summary of what we've
found to be the most important upgrades that are introduced with it.

The actual firmware updating of the device is really simple. All you have t
o do is
download the Nokia Software Updater from the Finnish company's website, install it, and
then run with the phone connected to your PC via the USB cable. For the purpose of
software updating, you should use the "USB PC Suite profile" for connecting t
o the PC.
After that all you need to do is follow the really simple instructions of the software
updater application and you will end up having a Nokia N95 with brand new 20.0.015
software.

After the update is done, the first change you will see is the add
ed line for the search
application on the active stand
-
by screen. The next thing you'll see is the rearranged
menu plus the added N
-
Gage icon for accessing the games for the platform. Finally, the
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music shop kicks in, allowing quick and convenient purchasi
ng of your favorite tracks.
But this is just a small part of all the niceties the new firmware brings.

The On Demand Paging is also included meaning that now only the most essential parts
of the programs are loaded in the RAM memory with the rest of them
remaining on the
phone's memory. This leads to more free RAM and better battery life at the same time
.

9.5
Features of Nokia N95:

Nokia N95 series is an advanced model of Nokia
Series
. It is a multifunctional smart
phone having high qualities when compared

to other Nokia N series. The Nokia N 95
series has the function of many stand alone devices such as camera, video player, music
player, internet browsing etc.

Lastly Nokia N95 came up with Unbelievable extraordinary 21 features:

1) Internal dynamic memor
y that is RAM is of 128 MB.

2) Internal flash memory is of 160 MB.

3) It has symbian operating system of version 9.2, S60 3rd Edition, Feature Pack 1.

4) It is a two way slider.

5) Size is measured as 99 x 53 x 21mm.

6) CPU can be studied as 332 MHzTexas I
nstruments OMAP 2420.

7) Screen has QVGA matrix
, diagonal

2.6”
, 16

million colours and 240*320
megapixcels.

8) Camera has the fea
tures such as Frontal CIF video
call & Main rear 5 Megapixel camera with auto
-
focus,
Carl Zeiss optics.

9) Video has VGA which
can capture 30 fps.

10) Memory card slot is micro SD/SDHC.

11) Stereo FM radio and Visual FM radio is present.

12)172 cords of tones can be seen.

13) Talk time of up to 160 min (WCDMA), up to 240
min (GSM) can be observed.

14) Stan by time is
up to

415 hou
rs. You can change
standby time. It completely depends on us.

15) Wi
-
Fi is present with wireless
LAN
.

16) Nokia N95 Infrared.

17) There is a mode for data cable support via USB
mode.

18) Stereo system with 3D audio. This music player made really blockbuste
r.

19) Graphic card of high definition of completely HW accelerated 3D.

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20) Battery is BL
-
5F (950 mAh).

21)
Bluetooth

is present 2.0 with EDR

9.6
N95 is
targeting:



Young people



Music lovers



Business Man



Students

9.7
Estimated Annual Sales:

Profits were down 66% year on year, but this was ahead of market expectations. Nokia
cut its prediction for H2 2009 profitability and market share for 2009, which has driven
down its share price. However the underlying results are encouraging, given the
ec
onomic climate, although some concerns remain in the high end of the market.
Converged devices sales (Smartphone) were up at 16.9 million, compared with 15.3
million units in Q2 2008 and 13.7 million units in The Nokia N95 currently holds the
record for th
e best selling Smartphone of all time. The last time
its

sales figures were
reported, it had sold over 22 million units.

9.8
Estimated annual profitability:


Nokia shipped over 9 million Nseries during Q3 2007.



The N70, N73 and N95 sold particularly well.



Nokia Multimedia (the Nseries people) increased net sales by 23%, and operating profit grew
by 57%.


9.9 Market Growth Rate:

Nokia is the "monster of the mobile
-
handset business," as iSuppli puts it, having grown 26.5%
annually and capturing 38% of the to
tal worldwide mobile phone market share last year. Nokia's
market share in the fourth quarter was 39.5%.

9.10

Geographical Scope
:



Nokia N95 immediate geographic target is rural areas of Pakistan.



The total population is estimated at 100 million which is t
argeted by geographic
factor.



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9.11

Consumer Buying Process (es)
:

What is decision making process
?


Decision making process is the process undertaken by consumer in regard to a potential
market transaction before, during and after the purchase of a
product or service.












Consumer decision making process:


This process includes 5 steps which are following as:






1: Problem or need recognition





2: Information Search

3: Evaluation of alternative






4: Purchase decision







5: Post
-
Purchase Behavior




1: Problem or need recognition:




The first stage of the buyer decision process, in which the consumers recognize a problem and
need. Need is the difference between current state of affair and de
sire state of affairs. Need can
be c
reating by internal stimuli or ex
ternal stimuli. Need of Nokia n95 create by the both factors?

2: Information Search:









After creating the need of nokia n95. The 2
nd

step is to collect the information about nokia n95.
You

can collect information from your friends family etc. there are also many resources like
commercial, personal, public etc.














3: Evaluation of alternative
:







Consumer evaluate alternati
ve after collecting information about nokia n95.

The stage of the buyer
decision process in which the consumer uses information to evaluate alternative brands in the choice set.
Alternatives are evaluated on the basis of features, price, durability, style,

size and brand value.

3.1 Why Nokia n95:







Largely available



Greater network coverage



Easily repaired

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Changeable body casing



Updating software



Only dealing in mobiles



3.2

Steps between evaluation of alternative and purchase decision:



Evaluation
of alternatives



Purchase intention



Attitude of others



Unantici
-
pated




Situational factors



Purchase decision








4: Purchase decision:










Determines which attributes are m
ost important in influencing a
consumer’s choice.
In

which
consumer decides


to buy or not to buy...


4.1
Factors influence purchase decision:



Level of consumer involvement



Length of time to make decision



Cost of good or service



Degree of
information search



Number of alternatives considered



5: Post
-
Purchase Behavior:








The stage of the buyer decision process in which the consumer take further action after

the
purchase, based on their satisfaction or dissatisfaction.

The people who
own the phone have rated it between "very good" and "excellent" .They are
also happy with the features and the total experience of the phone.


Factors of consumer behavior:






There

are 4 types of factors.





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1.


Psychological factors:






This is internal factor. It includes motivation, perception, belief, learning, and attitude.
All these factors influence on consumer buying decision.




2.

Personal factors:







This is also internal factor. It includes age and life cycle,
occupation, economic situation.
All these factors are very impotent in buying decision.





3.

Cultural factors:











This is external factor. It includes sub culture and social class. Nokia n 95 can’t afford all
social classes. Its only afford by hig
h class.








4.

Social factors:










This is external factor. It includes reference group or roles and status. Consumer takes
reference from experience person.


9.12

Competitive Products, and Analysis
:

9.11.1
Direct Competitors

There are many direct competitor of nokia N95 like



Samsung G810



Black berry



Sony Ericson K850



I phone



LG
Prada

9.11.2
Indirect
competitors
:

These are the indirect competitor of nokia n95 mobile:



Nokia N73



Nokia N78



Nokia N80



Nokia N70



Nokia N 96


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10.

Brand
strategy:

Nokia
Mobile Phone Company

has using brand extension strategy because
Nokia Company

were
introduce

new product of N95 with existing brand name (nokia)
.

Nokia built its brand with high
-
end multimedia handsets for upscale buyers and low
-
priced
phones for emerging countries

Branding
Decisions:




Nokia follows Umbrella branding “N Series” & “E Series”



Logo shows their brand personality



Nokia focused on building customer, relationship and trust

Building friendship and trust is the heart Nokia
brand


11.

Price
:

Price is a amount of money charge to a product or services or some of value for the benefit of
product by user or consumption, company has decide the price

of product by different methods
such as cost base method value base method and competi
tor base method.

The Skimming price is use for nokia N95 the expected pric
e is

from Rs.30000

to
Rs.36000 this
cel
l phone related to N series this series is also called multi media computer.


12.

Integrated Marketing Communication Plan:

With the advancement of technology, new and innovative handsets are being launched in the
market from time to time. Among all the widgets present, the nokia n series mobile phone
perfectly meets the requirement and expectations of all individuals and its h
uge popularity
among the message is clear indication of its greatness. At Mobile shop the user will get all the
latest nokia n series at very reasonable rate. The stunning colours and amazing de
sign make them
more bellyfuls
and their mind blowing feature
s are highly capable of fulfilling the requirements
of all
professionals’

youngster students. I have clearly mentioned the features of all available
nokia n series phones, so that customer doesn’t face any difficulties while selecting of best one
for
you.
A

part from giving
the cheap nokia n series phone, nokia also loves amaze its customer
by showing on them exciting free gifts and interesting deals.


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12.1
Advertising Activity:



Through
TV
, sign boards, bill boards, radio, newspaper.



Broacher, poster,
dummies and display stands.

12.2
Direct Marketing Activity
:



Nokia does not perform Direct Sales activities on its official website www.nokia.com.



Nokia use DEMO style of Direct Marketing.



Nokia does not use Direct Mail or Telemarketin
g styles of Direct
Marketing.

12.3

Public Relations
(PR)



Nokia has strong PR. They keep on doing some or the other new events,
programmed

and publicity, so as to keep up with the brilliant image of the company and also to
enhance the brand equity.


12.4

Online Activity
:

Nokia mobile phone company is also provide online activity the customer can download
application, tunes,

software,

etc. the customer can get these application, tunes,

software,

of nokia N95 via internet.

12.5

Sponsorship Activity
:

Nokia sponsor many
events to create a brand positioning in the customer mind. Nokia
sponsor in this events:



Star Screen Award



Knight Rider in IPL.



Musical Shows

12.6

Sales Promotion Activity
:

Nokia mobile
company offer

many other additional equipments with N95 set to custome
r
like
Bluetooth, hand free
, leather
pouch, cap T shirt of nokia.



Discounts

are provided to online Nokia purchasers through Nokia discount coupons
or coupon codes

12.7

Retail Support and Other Collateral
:

Nokia Mobile Phone Company is also
providing

reasonable profit margin to retailers for
retailer support.

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Commission

is also provided to retailers on the sale of every Nokia cell phones and
accessories.

12.8

Event Activity:

Checking Out the Crown Point Festival Sponsored by Nokia Nseries

Date:

November 10th, 2007

Purpose:

In this event sponsored by Nokia Nseries here in New York City. In short, it is an annual
3
-
week festival showing off emerging and pioneering artists in film, theater and music.
My girlfriend and I met up with Zach from Symbian

in Motion, Donna, and Molly from
Nseries WOM World to check it out. I was also able to briefly play with the Nokia N810
and compare the Nokia N95 8GB to my Nokia N95
-
3.The basic purpose of this event to
create the awareness of Nokia Products.

13.

Marketing an
d Promotion Budget
:

Nokia has also adjusted its marketing strategies. One of the country’s most aggressive advertisers
on television and print, with spends crossing over Rs121 crore in 2006, according to a leading
media buying agency, Nokia this year has b
een placing its bets on the Internet to do the talking
for Nseries. “For the Nseries, the Internet is more important to us than television,” said Tanjea.
“Our spends on the Internet have gone up from 2% of our marketing budget last year to over
10% in 2007
,” he added.

14.

Distribution Strategy
:

There is three distribution strategy which is company is used as distribution channel
first is
intensive distribution second is selective distribution and third is exclusive intensive distribution
channel is better for
convincing
product
and selective is bet
ter for shopping products and
exclusive is beneficial for specialty products the nokia mobile phone company is using selective
and exclusive distribution channel because nokia N95 product is shopping and
specialty

pro
ducts
so nokia is using hybr
id distri
bu
tion channel.



14.1
Distribution:

Nokia hand sets are available in all over the Pakistan.
Main

target cities in Pakistan are
Islamabad, Lahore,
and Karachi
.

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14.2
Distributers:

Nokia main distributers are united
mobile, mobile zone and advance telecom. Nokia
mobile are mostly available at every mobile outlet.


14.3

Channels:

Nokia Use this type of channel.


Nokia > Distributer >> Whole seller >>> Retailer >>>> Customer


14.4
Channel Diagram:






Producer

Distributer

Whole seller

Retailer

Customer