4p’s on Marketing

The Marketing Mix Strategies 1. Product Nokias main product is active cry and it has a broad(a) range of product portfolio including over a hundred devices. Nokia has produced the first winding phone with the antenna inside, the first built-in camera, the first iridescent faceplate or short-message chat function and so on. Nokia offers various wandering phones with varied quality, shape, size and color. Product segmentation is very significant factor in the mobile device market to reaching all consumers. Nokia cell phones can be divided into three categories which is business make, the multimedia line and the connect line.The business line refers to the mobile phones that have priority functions much(prenominal) as connectivity (Bluetooth, WAP, internet connection), time management applications such(prenominal) as a calendar. The multimedia line is targeted the young users with N-series mobile phones that enable users to watch video and TV, play games, listen to music and the other features such as navigation, large capacity hardw are. The connect line categorys users consist students who do not have disposable income or do not want to pay a lot of money for a mobile phone.These devices are slake stylish and equipped some technological features such as internet, camera and mp3 player. The market researches of Nokia shows that the consumers make decisions in accordance with their own preferences, the product brand and the great power of the economy when supplied with the mobile phone products with the same quality. Thus, researchers in Nokia analyze the different personalities, divide consumer groups and decide what kind of mobile should be supplied to a particular consumer community. This carry out is products positioning.Designing professional mobile phones with suitable size that fits the requirement of the user and high technology-enablement is what defines the Nokia brand. Consumers view a brand as an important part of a product, and brand can add value to a product. Nokia keeps being good at molding the good brand image by injecting individuality into product design. For example, Nokia designers count that the screen of a phone is the eye into the soul of the product. In marketing mobile phones specifically, each mobile phone has a product life round of golf.Nokia could separate out the products life to 2 years. Successful products progress through four basic stages introduction, growth, maturity and decline. This progression is known as the Product disembodied spirit Cycle. The introduction stage is concept of phone, growth stage is Nokia E-Series phone, maturity stage is Nokia N-Series phones, and decline stage is Nokia 3110. 2. Price Nokia understand that most of the consumer demand for portable multifunction device, so the budget of the target consumer for specific present is considered.Nokia price the products by comparing to other products with similar function in the market. Nokia Corporation, which targets a ll customer segments, has a wide range of price variations from the lower price group to the higher price group depending on customers positions and needs. In the mobile phone market, the factors affecting Nokias device prices are the follow of products, customer demand and competition. Nokia initially sells products at a higher price to gain profit. It is to reimburse the cost of investment and cost of research and development.After a period of time, the company reduces the high price for beginning depending on their competitor prices and they make less profit. However, there is still a large profit because of increase amount of sales. Because of Nokia is establishing as branded so it has the power to sell products at the price they want or even lower price when compete with other company. This successful price outline enables Nokia to gain competitive advantage in the market. The major method for Nokia to pricing decision is the Brand Life Cycle Model. This model is to set diffe rent prices based on different life cycle of product.Nokia set a high price for new products, medium price for secondly line products and low price for third line products. Nokia pricing on the basis of sufficient market research on consumer number mature an farm technology that a product has, it lead successful once the consumers love and purchase the products. For example, Nokia 88 series and Nokia 89 series, consumers who have strong purchase abilities cover up the mobile phone as a symbol of status. So this kind mobile phone has a high price and long life cycle and will seldom reduce prices because they will not change their obile phone too frequently 3. Place Nokia Company, which doesnt contact directly with consumers, uses some distributing channels to reach the customers and sells their devices through the mobile service operators such as Vodafone, T-mobile independent mobile phone retailers such as Carphone Warehouse, The Link some electrical suppliers like a Dixon and f inally the Companys web site. This selling policy carried out in the all countries in which Nokia has got the market provides to reach all consumers. Company has made ease of enjoin Nokia handsets all over the country.There are around 1, 00,000 distributors of Nokia handsets across the country. Launch of Nokia Concept Stores which makes consumer feels that he or she is standing in the middle of the cellular tech-hub. Initially, the distribution strategy was thinked on urban population negating growing demand in rural areas. In order to become competitive, Nokia reformulated its distribution strategy with more focus in the rural areas which were previously served by local competitors. The new efforts made in revamping distribution strategy helped boost sales and increased market fortune as well.Nokia choose its local business agent based on 5C principle. Nokia will decide whom to choose according to their capital, credibility, channel, cooperation and management. Meanwhile, pay att ention to the network marketing and try to take intensive marketing strategy in all domains. For example, Nokia chose new channel pattern called FD, which has ability to change the provincial agent into monetary resource platform. This saves a lot of intermediate links. Through this method, most of Nokia monopoly stores can acquire the ability of direct supply which ensure its good post-sale service. . Promotion Promotion was through by Nokia to increase sales and their publicity. For instance, Nokia offered precious gifts such as get a chance to win Yamaha bikes and Toyota Vios. This is to attract consumers to purchase Nokia mobile phone. During festival such as Chinese New Year, Deepavali, Hari Raya, Nokia will always hold a publicitys. In advertising part, there are printed advertisements used by the company to get up their products. There are newspaper, magazines, brochures, TV, radio, website banners, billboards and others.In the advertisement, the Company always emphasizes t heir well-known slogan connecting people to build relationships, to bring people together, to collaborate and communicate. Nokia invites famous actors to become spoke persons of the products. This will attract more buyers because many people will support their idol. Retailers and mobile phone operators generally carried out sales promotion for Nokias devices. Nokia promotes the product to retailers such as Carphone Warehouse, then they promote to consumers.Sometimes they can be joint promotions with a bank or credit card company. Moreover, the mobile phone operators offer campaigns including mobile phone and phone line are the most popular way of promotions. Public relations also play an important role in the Nokias promotion strategies. The company supports financially some social programs such as educational activities, charities and accept being sponsorship for sports, music and television. Nokia has education, creative arts and civic engagement programs in 57 countries.These kin d of social relations make Nokia more attractive in the mind of consumers to ensure positive opinions about the company. Social media is the fastest, easiest and most cost effective ways of publishing news for a global audience in highly visible way. Nokia have creates and use Facebook Fan Page, Youtube videos to pass the messages to a wider audience. For instance, Nokia N9 is one of the products that have been promoted. It shows functions and strength of Nokia N9 with innovative way and with a suitable music to draw attention of potential buyers.