product market analysis of nokia
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Product Market Analysis of Nokia (E Series)
Introduction:
The Nokia Eseries consists of business-oriented smart phones, with emphasis on
enhanced connectivity and support for corporate e-mail push services. All devices haveadvanced office features. Phones equipped with Wireless LAN also provide a VoIP client
(SIP Protocol).
On October 12, 2005, mobile phone manufacturer Nokia announced what the
company refers to as the Eseries, consisting of the three mobile phones, the Nokia
E60, Nokia E61 and Nokia E70.
On May 18, 2006, Nokia announced the addition of the E50 to the series, which it
refers to as a "business device" rather than a "smart phone".
On February 12, 2007, Nokia announced the addition of three new devices to the
series; E61i, E65 andE90.
On April 11, 2008, Nokia Australia has advised that the E61i will be discontinued
in May 2008 and be replaced by a more featured but smaller E71.
Nokia provides the Nokia PC Suite that allows synchronization and transfer of data,
calendars, contacts, and more between the phone and a Windows PC.
Mac users can access the data on an E-series phone using a Bluetooth connection, e.g. the
Bluetooth File Exchange application native to OS X. Synchronizing addresses and
calendars is done using iSync: some Nokia phones are supported natively by Mac OS X,
some require that the user installs an iSync plugin from Nokia.
Nokia also provides Nokia Multimedia Transfer for managing user content on the device.
NMT will synchronize music, videos and photos from selected iTunes play lists and
iPhoto albums into the phone, transcoding and reducing the file size if necessary. It also
presents the device as a digital camera in iPhoto for easy importing of photos and videos.
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Nokia E-series
Logo
Parent Company Nokia
Category Mobile phone Handsets
Sector Telecommunication
Tagline/ Slogan
Connecting People; Success does not need a desk, make it
everywhere you go
USP A Nokia branded business phone
STP
Segment Mid-High end Business-cum-Smart phones
Target GroupBusiness professionals aged 25 - 50 with upper middle classincome
Positioning
A device which could serve a dual purpose of entertainment as
well as business with it's unique design of fitting in a keypad.
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SWOT Analysis and List of competitors
SWOT
Strength
1. Successful E series phones
2.Good quality and features
3.Strong brand name and excellent distribution
Weakness
1.Symbian 3 OS not accepted by masses2.All E Series models are similar
3.Declining market share
Opportunity
1.Redeem it's hold in the smart phone market which it has never properly addressed in the past
2.Better advertising and price competitiveness
Threats
1.People are more focusing on OS than on brands and Symbian 3has got bad publicity since launch
2.Low end competitors with similar features at a lower price
Competition
Competitors
1.Blackberry
2.HTC
3.Samsung
4.Apple
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Identification of 4 P’s
a. Product
According to Nokia’s thinking, the company believes that, “A good
product sells itself”, hence Nokia concentrates on innovating, providing good
quality, serving necessary features and at the same time keeping its customers
happy. Even though the E Series of Nokia phones is specifically for a segment of the target market, the company makes sure that this category of customers get all
necessary components in order to make full use of such distinctive features.
List of Nokia E Series Products till date:
Nokia E50 Nokia E51
Nokia E51 (No Camera)
Nokia E52
Nokia E55 Nokia E60
Nokia E61
Nokia E61i Nokia E62
Nokia E63
Nokia E65 Nokia E66
Nokia E6
Nokia E70 Nokia E71
Nokia E72
Nokia E73 Mode
Nokia E75 Nokia E5-00
Nokia E7-00
Nokia E90 Communicator
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b. Price
Nokia uses a pricing strategy that best suites the product. The pricing
strategy used for these particular products (E Series) is known as Skimming Price
Method. Price skimming is a pricing strategy in which a marketer sets a relatively
high price for a product or service at first, and then lowers the price over time.
Following are the prices of Nokia E Series Phones last recorded
(Launched/ last traded date in Indian market.)
Nokia E50 Rs. 7700
Nokia E51 Rs. 11250 Nokia E51 (No Camera) N/A
Nokia E52 Rs. 10036
Nokia E55 Rs.15000
Nokia E60 N/A Nokia E61 Rs.15865
Nokia E61i Rs.15670
Nokia E62 N/A Nokia E63 Rs. 9000
Nokia E65 Rs.12500
Nokia E66 Rs.18759 Nokia E6 Rs. 17378
Nokia E70 Rs.18000
Nokia E71 Rs. 14000 Nokia E72 Rs. 18200
Nokia E73 Mode N/A
Nokia E75 Rs.7400
Nokia E5-00 Rs. 9137 Nokia E7-00 Rs. 25510
Nokia E90 Communicator Rs.32827
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c. Place
Available at the right place, at the right time, in the right quantities. Nokia
has opened its retail outlet ‘Nokia Priority’ as well as many authorized dealers atvarious places.
Networks technology
Mobile devices and technology
d.
Promotion
China
Finland
GermanyIndia
Brazil
ChinaFinland
Great Britain
HungaryIndia
Mexico
RomaniaSouth Korea
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Advertising, selling, sales promotions, Public Relations, etc. are the major
weapons of Marketing. Promotion has become the most important P to focus on:
Advertising, PR, Sales, Message, Media, Budget and Direct Sales.
II. Segmentation, Targeting and Positioning.
a. Segmentation Strategy (E Series)
1. Geographic:
• In recent times evolution of the Nokia immediate geographic targetis rural India, but in this case it is the corporate and business
oriented people of urban areas that need such features on the go.
• The total targeted population is estimated at 46 million.
2. Demographic:
• Male and female.
• Ages 25-50, this is the segment that makes up 80% of the Nokia
mobile phone market.
b. Targeting Strategy
• Target Market for the Nokia E Series Mobile Phone is between
20 and 60 years.
• Who wants to use something different?
• Teenagers and Business Class People with a main focus on
business applications.
b. Positioning Strategy
Nokia has created a distinct position in customer mind by:
• Nokia Logo.• Slogan- “Know our Past, Create the Future”.
• Innovative Handsets with updated software's typically
every 6 months.
III. Market Research:
Progress: Increasing Adoption
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• Largest white-label email deployment in the world.
• 400,000+ subscribers and growing.
• Over 500K subscribers have signed-up for an Intellisync-powered content
back-up / restore service in first 6 months of availability!
• 61% of the subscribers through our operator customers are accessingPOP / IMAP mail.
• Surpassed 1 million IntellisyncWireless Email user licenses during 3rd
quarter of 2006.
• 33% sequential growth (vs. RIM’s 13%) added another 180K in Oct of
2006.
• 60% of enterprise deals are multi-product eg: Gmail and devicemanagement.
Why Nokia E series?
• Designed to appeal to business professionals.
• Meets the needs of IT managers.
• Delivers value to business managers
Nokia E series Solutions
• Enterprise Applications
• Business Voice
• Mobile Office Applications