marketing-plan-on-nokia-n95.docx

8/10/2019 marketing-plan-on-nokia-n95.docx

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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 Nokias 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 they 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-faceand also bridges the gap between people 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 Nokiahas a very limited product line but when considering development and research areas,

manufacturing and service portfolios its 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 opportunities 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 150countries with 128,445 employees. The operating profit of this worlds largest mobile

manufacturers is 5.0 and 37% of market share according to Q1 2009. For every market segment

and protocol they introduce 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 subsidiary. 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

contractors 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 Weeks best global brands 2008.

And its 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

worlds 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.

1. 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 worlds largest mobile

manufacturers is 5.0 and 37% of market share according to Q1 2009. For every market segmentand protocol they introduce 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 subsidiary. 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


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contractors 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 Weeks best global brands 2008.

And its 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

worlds 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

2. 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.

2.1.3 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 increased information availability.

4.1.4 Technological


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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.

2.2

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 todays market by a huge

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

dramatic down fall from 12 660 million EUR to 9 274 million EUR.

4.2.2 Resources (People):

Its 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.

2.2.3 Organizational Structure and Culture:

Nokia has agreed to these terms and working towards to achieve 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 toturning these thoughts into achievement and maintaining a long-term obligation to this

issue.

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


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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 operation and also in

Manufacturing. They need to update with the latest technology and make them appealing

to the large customer base.

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 managers 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.

Therefore, 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

3. 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 includeare 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


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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 series 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

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

4. Market Analysis

Marketing Strategy is very important for every company. Especially for product orientedcompanies Marketing is a key thing that needs to have more focus. Nokias marketing strategy is

based on the customer needs. That is why Nokia is successfully running a customer oriented

marketing plan. Customer Satisfaction is very important for every business. For the past few

years customerfeedback 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 of 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. Nokias predictability is low when comes to customer

needs and expectations. Nokia released the touch screen phone so late. While other


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competitors are releasing the touch screen product once in every week, but Nokia remains

silent on this issue. Nokias market prediction needs to be improved and they have to

implement the expectations of the customer in quick time. Customer prediction plays the

important 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

stakeholders. 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 satisfactory 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 themobile technology. It is high time that Nokia needs to take care of the Slow down in the

market. Every change in the market must be watched to take effective actions in the

marketing plan. Environmental Analysis European commission has given a good review

about the good reviews of Nokias Mobile Phones. This commission consists of the

environmental experts like UKs Environment Department, Food and Rural Affairs of

UK and the members of BEUC. This 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 exchanging 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 CompetitorAnalysis:

Nokia suffers huge competition from the Mobile Manufactures like Sony 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 themarket. 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 Smartphone

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 iPhone3G is somewhat small.


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Nokias 5800 are based on the S60 Platform and it is operated using the operating 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 the 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 Nokias Market share. The gap between the

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 Nokias Achievement. The competition

between the Samsung and Siemens is very tough and they are the potential competitors to

Nokia in some factors. Samsung and Siemens providing the clean and clear voice with

good network support.

6.4 SWOT Analysis:

6.4.1 Strengths:

o Experience142 year history

o Wide product range

o Distribution channels in developing markets

For example, direct coverage of 90% of Chinese market with offices in 80plus 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 manufacturingmanufactures 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 Didnt customize phones based on customers in each region.

o Responsiveness/adaptability to customers needs.

Decrease in sales in the United States.


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o Loss of market sharedropped 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 Opportunities:

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.

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 advantage 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 strengths andexternal opportunities, balancing the emergent and planned strategies Nokia retrieved the


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market share. Hence the Phased approach is basic reason for the long development of Nokia

in mobile phone industry

5. Marketing Objectives:

7.1Customer 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 results 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 systems. Customer can interact with the nearest store and getsome ideas about the Product.

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 thecustomer 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 service. 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

happening 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.


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6. 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 successful 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, video,

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

Corporation. 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.


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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 personconcerns. The nature of the customer influences

the company. If the primary customers of the company are economical buyer. The sale of

the company will increase moderate level and vise versa.

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 right 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 played at right timeto 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

businessmens. They placed the ad in television and banner where the large number of

audience can get view the ads. Nokia spreads the product also in the magazines.

Particularly in mens magazines, because the large amount of Nokia Phones are bought

by the Mens. Nokias targeting and positioning is been good. It contains the mix of


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attracting the large viewers as well as they are attracting more specific ones. By

following this method, Nokias marketing wont let them down in any recession

7. Product Strategy:

9.1 Product Portfolio:

Nokia has product portfolio in which the company take the decision 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

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 in 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 gigabytes of internal storage and larger screen; secondly, the N95-3 (N95 NAM),

replacing the original 2100 MHz W-CDMAair interface with support for the 850 MHzand 1900 MHz frequencies used for the 3G networks of most GSM-compatible mobile

carriers in the Americas, includingAT&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 wasRogers Wirelessin May 2009.
http://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/Rogers_Wirelesshttp://en.wikipedia.org/wiki/Rogers_Wirelesshttp://en.wikipedia.org/wiki/Rogers_Wirelesshttp://en.wikipedia.org/wiki/Rogers_Wirelesshttp://en.wikipedia.org/wiki/AT%26T_Mobilityhttp://en.wikipedia.org/wiki/W-CDMA


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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 improved the performance ofone 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 to 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 to 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 added 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

music shop kicks in, allowing quick and convenient purchasing 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 memory 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.


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

7) Screen has QVGA matrix, diagonal 2.6, 16 million colours and 240*320

megapixcels.

8) Camera has the features 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 hours. 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 blockbuster.

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

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

economic 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 therecord for the 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.


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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 total 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 targeted by geographic

factor.

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:


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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 desire state of affairs. Need can

be creating by internal stimuli or external stimuli. Need of Nokia n95 create by the both factors?

2: Information Search:

After creating the need of nokia n95. The 2ndstep 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 alternative 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

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 most important in influencing a consumers choice. In which

consumer decides

to buy or not to buy...

4.1 Factors influence purchase decision:


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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.

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 cant afford all

social classes. Its only afford by high 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:


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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

8. 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

9. Price:


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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 competitor base method.

The Skimming price is use for nokia N95 the expected price is from Rs.30000 to Rs.36000 this

cell phone related to N series this series is also called multi media computer.

10.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 huge 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 design make them

more bellyfuls and their mind blowing features 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 doesnt 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.

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 Telemarketing styles of Direct Marketing.

12.3Public Relations (PR)

Nokia has strong PR. They keep on doing some or the other new events, programmedand publicity, so as to keep up with the brilliant image of the company and also to

enhance the brand equity.

12.4 Online Activity:


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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 customer

like Bluetooth, hand free, leather pouch, cap T shirt of nokia.

Discountsare 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.

Commissionis 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.


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Producer

Distributer

Whole seller

Retailer

Customer

marketing-plan-on-nokia-n95.docx

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