Consumer Durables-Mobile Phones

MMS-ISEM-IIDIV-B

Submitted to-Prof.Surve

Introduction -Mobile market India The world's fastest growing wireless market

2nd largest telecommunication network in

the world

Subscribers-752 million as of Feb 2011

Market size and demand-India

Demand • India has a young consumer market.

• Ready to pay more on technological item

• Rise in Disposable income

• The phones will be less expensive.

• The cell phone will eventually be considered as necessity.

• Rising demand for dual sim mobile

Competitors

Market Share

Brands Share(%)Nokia 40.1%

Samsumg 14.3%

Micromax 6.4%

LG 2.8%

Motorola 0.5%

Sony Ericson 1.1%

Product Launch-April 8, 2011

NOKIA-A2• 5 MP camera • Surround sound(high sound

quality)• Symbian OS v9.4• Touch screen• 3.2” large screen• Auto rotate• Carl zeiss flash• Ms-office• Dual sim• 2 GB internal, expandable

upto 32 GB• Wi-fi, 3G• Access to social networking

sites Rs-9999/-

Target market• Gender• Male and female• Age group 16-30

• Profession • College youth

• Lifestyle• Likes to network with friends and family• Active social life

• Geographical profile• Urban area-all metro cities• Semi urban and rural area

NOKIA-A+• 8MP camera• 3.5” large screen• AMOLED capacitive

touch screen• Dual LED flash• Symbian^3 OS• Wi-fi 3G• 8 GB storage, 256 MB

RAM, 1 GB ROM• Quickoffice document

viewer• Adobe reader • Access to facebook and

twitter

Rs-19000/-

Customer analysis-target marketGender• Male and female• Age group 18-40

Profession • Young professionals

Lifestyle• Likes to network with friends and family• Active social life

Geographical profile• Urban area-all metro cities• Semi urban and rural area

Pricing policies

• Skimming pricing strategy.• Retail price will be issued

to the distributors for strict implementation.

• Strict monitoring will be implemented to ensure that retailers would not dilute the brand by selling it at a lower price.

Distribution strategy

Over 150 authorized dealers which are multi brand stores

NOKIA

DISTRIBUTER

SUPER STOCKIST

RETAILER

CUSTOMER

Retail outlet stores

Promotion

• Advertising

• T.V. advertising

• Ad in newspaper

• Ad in magazine

• Hoardings

TIMES OF INDIA NOKIACONNECTING PEOPLE

& get so may Gifts

Online marketing

NOKIA -A2

NOKIA -A+

Online Marketing

Rural marketing

• Ad in popular local newspaper and magazine

• Mobile van

• Participation in trade fairs and flea markets

Services…………..

• Warranty• One year warranty

• After sales service-service plus• ‘Tiers of service’• customer care service centre

• Enhanced 24x7 business hour toll free line and professional staff to help customers solve problems.

Brand ambassador

• Young

• Dynamic

• Youth icon

• Role model for most young Indian youth

Sales promotions

• Dealer commission

• Incentives to sales persons • Participation in trade shows and fairs

• Continuous training program on sales and marketing

Sales promotions

• SchemesSchemes Remark Deepawali and dashera scheme

New year scheme

Valentine day scheme

Occasional scheme To celebrate teachers day, mothers day, fathers day, doctors day, lawyers day(just to create hype in market and tap the hype through sales)

Exchange scheme To exchange old phones with new one any brand

Positioning

“This Idea of ‘Connecting People’

by Nokia provides Service to people with the help of the Products”

Nokia wants to convey that when you

buy a nokia phone, you get access to

all the services like:

• Share on Ovi

•Nokia Friend View

•Nokia Messaging

Why NOKIA A2,A+?

Value for money

Accessibility

Affordability

Advance features

Presence in both urban and rural area