mkt product

8/8/2019 Mkt Product

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3.0 Product

Nokia is well known as the best mobile phone seller across the world. Nokia has been grown up

company which follows technology and produces new model of mobile phones from as times

goes and technology changes.

3.1 Product Design Of Nokia

Design is a fundamental component of Nokia's products as well as of the Nokia brand itself. For

Nokia, design is a core competence that is integrated throughout the company. Every step of the

way, from the early stages of product creation throughout the development process until the

point when a mobile phone is sold, Nokia design shapes the final product. This is evident not

only on the surface, but Nokia design is reflected above all on the inside of the products. Theeasy-to-use interface is the real heart of Nokia's products. A self-explanatory, logical menu

structure, easily legible fonts, appealing graphic elements and a balanced number of functions, as

well as support of the latest technologies, come together to form the intelligent user interface

design featured in Nokia mobile phones For example, nokias Design Team have been chosen as

2003s red dot: design team of the year 2003 at the 'red dot design award' international design

competition. The Nokia 6800 and Nokia 6200 mobile phones also received the label "red dot" for

their high quality and intelligent design. This underscores Nokia's commitment to product design

with a 'human touch' - timeless, classic product styling that combines ergonomics with aesthetics,

as well as achieving a harmony of form, color and contour," explains Frank Nuevo, Vice

President and Chief Designer, Nokia Mobile Phones. "The Nokia design emerges from the

collaboration of experienced and extremely talented international designers with globally active

teams in the fields of mechanical and electronic design and marketing. Nokia has the goal to

realize extraordinary design solutions for Nokia that support the development of key

technologies while at the same time finding widespread favor with mobile phone users."

(http://www.nokia.com/environment/devices-and-services/creating-our-products)


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3.2 New Product development of Nokia

After based on research based on online research and and we find out that Nokia has been

studying environmental aspects of design for more than a decade and sustainability is one of the

design teams key focus areas. Nokia is developing products and services which not only meetcustomers immediate usability needs but help them to make more sustainable choices through

the innovative use of materials, technologies and concepts. The range of ideas covers

accessibility as well as the environment. For example, nokia considers phones which stress

simplicity of use for those who do not want multiple functions and phones which can easily be

used by people who are illiterate.( http://www.nokia.com/environment/devices-and-

services/creating-our-products)

New team created by nokia for R & D:

An advanced design team has been created by Nokia has been researching and developing new

ideas and concepts specifically based on sustainability. Their work focuses on futuristic ideas

and protyping new approaches in materials, technologies, ecological, and ethical approaches.

Early in 2008, this team unveiled one of its concepts, calledRemade, which aims to reduce its

environmental impact especially by using nothing new. It uses recycled plastic bottles and cans

for the chassis and covers, while its rubber key mat and gaskets are produced from old car tires.

The design addresses energy use as well as the phone components the graphics are designed to

save energy.( http://www.nokia.com/environment/devices-and-services/creating-our-

products)
http://www.nokia.com/A4664069http://www.nokia.com/A4664069http://www.nokia.com/A4664069


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3.3 Product Life Cycle ofNokia Products

FIGURE 3 : Product life cycle of NokiaIntroduction stage

When nokias product is introduced, sales will be low until customers are aware of its new

product and its benefit. Nokia announces its product after launching, this is due to its competitors

may be alert and copy its style. Nokia spends high advertising costs during this stage to increase

the awareness about its new product and target the early adopters. During this introduction stage

nokia incurs additional costs associated with the initial distribution of nokias product. During


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this introduction stage the primary goal of nokia is to establish a market demand for its new

product. One or few products relatively undifferentiated.

Growth stage

During this stage the sale of nokias new product increase rapidly because customers starts

being aware of the product and its benefits and additional market segments are targeted. Once its

product is successful in the market, nokias sale will increase as more retailers become interested

in carrying it. At this stage nokia introduce new product option for example product options and

exertra.

Maturity stage

The maturity stage would be the most profitable stage for nokia company because sales

continue to increase as product awareness is strong while in this stage the advertising expenses

will also be reduced since the product is well known by customers. The competing product

maybe same at this time increasing the difficulty of differentiating product. Nokia places effort

by competitors customers to switch by increasing usage per customer and converting non users

into customers. At this stage nokia modifies its product and add more new features into its

product in order to differentiate the product from competing product that have been introduced.

Decline stage

Eventually at this stage the product of nokia begin to decline as many new models introduced

and the market has became saturated and the product becomes obsulute as customer taste

changes. Nokias customer loyalty makes its customer stick to its product and the profitability

may be maintained a bit longer. At this stage nokia maintains its product hope tthaty its

competitors will exit. Nokia also reduce cost for its product and find new uses for its product.


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3.4 Nokia Product Specialties

Quality and product safety

All Nokia products are designed and manufactured to be safe for users. Nokia operate safety and

security checks and assessments to achieve this. All Nokia products have been designed to meet

relevant safety guidelines for electromagnetic field emissions, such as those recommended by the

International Commission on Non-Ionizing Radiation Protection (ICNIRP).

(http://www.nokia.com/corporate-responsibility/cr-report-2007/customers/quality-and-product-

safety)

Product Packaging

Nokia uses recyclable materials, mainly wood fibers in its product packages. Coloring and

patterning help cardboard to support products' image and their message. Some 35-100% of

materials are also made of recycled fibers. Their availability varies from region to region.

New packaging materials are sought continuously. High quality packages can be made of several

natural fibers. Flax packaging is already used, agricultural waste as a raw material as well

bioplastics are being studied in nokia.The use of agricultural waste brings challenges related to

uniform quality and seasonal availability of raw materials, while bioplastics are not easily

recycled. Bioplastics should be composted, and cannot therefore be recycled with other plastics.

When mixed with other plastics, bioplastics are in fact more harmful than they are useful. Also

the recycling of plastics is a challenge in general since there is no advanced recycling

infrastructure in place yet. For instance by replacing some plastics with cardboard in Nokia's

accessory packages the amount of plastic was decreased by 60%. Plastics cannot be replaced


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totally though, since an accessory should be visible and protected from dust.. Nevertheless, there

has been progress recently. For example,While the Nokia 6210 package weighs 118g, the same

size package for the Nokia 8310 weighs only about 92g.( http://www.nokia.com/corporate-

responsibility/environment/case-studies/packaging-of-mobile-phones)

Product Warranty

Nokia product warranty period starts at the time of Product's original purchase by the first end-

user. The Product may consist of several different parts and different parts may be covered by a

different warranty period (hereinafter "Warranty Period"). The different Warranty Periods are:

(a)Twenty-four (24) months for the mobile device and twelve (12) months for accessories

(whether included in the mobile device sales package or sold separately) other than the

consumable parts and accessories listed in (b) and (c) below;

(b)six (6) months for the following consumable parts and accessories batteries, chargers, desk

stands, headsets, cables and covers; and

(c) ninety (90) days for the media on which any software is provided, e.g. CD-rom, memory card

(http://europe.nokia.com/support/repair-and-recycle/repair/warranty)

3.5 Product Differentiation

Comparison of few nokia phones

Nokia N900 and Nokia N97

As a multimedia phone, Nokia N900 and N97 have a capability to run some multimedia featuresquiet well. Their performance is also remarkable. Even they classified in one family of Nokia N

series, both N900 and Nokia N97 have to beat each other to convince the customer, , N900

provides bigger size of screen than N97 mini, 3.5 inch wide screen and a resolution of 800480

pixels compared to 640360 pixel resolution of N97 mini. N900 has a wider range of third party

software support than N97 mini as it runs Linux based Maemo 5. Maemo 5 enables for multi-


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tasking and modern UI 3D effects and menu transitions. N97 runs the Os .RAM is becoming the

biggest gap between these two Nseries. N97 mini has a RAM of 128 MB, whereas the N900 has

twice that amount with 256 MB RAM. 256 size of RAM helps N900 runs multiple applications.

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