Term paper

Of

Product and brand management

Topic:- marketing plan of nokia

telecommunication(mobile sim cards)

Submitted to:- submitted by:-

Gurdeep mam Manjinder singh

RR1601 A 26

BBA MBA 7 sem

Lovely school of business

Marketing plan of Nokia telecommunication (Nokia Sim card)

Executive summary

Nokia is engaged in the manufacturing of mobile devices

and in converging Internet and communications industries, with 128,445

employees in 120 countries, sales in more than 150 countries and global annual

revenue of EUR 50.7 billion and operating profit of 5.0 billion as of 2008. It is

the world's largest manufacturer of mobile telephones. Nokia produces mobile

devices for every major market segment and protocol, including GSM, CDMA,

and W-CDMA . Nokia offers Internet services that enable people to

experience music, maps, media, messaging and games. Nokia's

subsidiary Nokia Siemens Networks produces telecommunications

network equipment, solutions and services. as, it has a huge market share in

mobile phones, and now it can diversify into nokia networks i.e. nokia sims.it

can act as a new positioning by nokia.this diversification can help nokia to gain

more and more market share and also nokia has good faith in the minds of the

customers. So, it is easier for the company to attract new as well as existing

customers. Keeping in mind long term plans, different demands of the different

customers, competitors analysis, its strategies, their different products, market

analysis, different segmentation, etc nokia decided to launch mobile network

which can be at a huge success in the future.

Challenges:-

As, already there are no. of telecommunication networks like Airtel,

Vodafone, Idea, TATA, Reliance etc, so there will be huge competition in the

market. As our services are new in this sector we will face some challenges to

stand in this huge competition. on the other side as we are famous in nokia

mobile phones and we have good image in the minds of the customers, so it is

easier to convience our customers to switch to our brand. besides this there will

be difficulty in attracting new customers.

Current market Situation:-

The current market situation in this sector is full of competition.

Different players are providing different kinds of plans and services to attract

more and more customers. Every day each player is providing new plan to

attract others companies customer. The major leader in today’s context is

AIRTEL leading by VODAFONE by BSNL and IDEA.

Customer analysis:-

We will be targeting all segments of the people, by providing them all kinds of

services according to their need or wants. For example, we will be providing

different plans for different customers according to their usage and needs.

Today customers wants goods and services according to their need so we will

be having separate plans for students, teenagers, adults, service people,

business people etc. i.e. we will be providing customized products.

Competitor analysis:-

Airtel is leading the market with 93.923 million subscribers, capturing a market

share of 32.57%. BSNL bags third position with 46.684 million GSM

subscribers. Followed by this is Idea, with a subscriber base of 43.023 million in

comparison to 41.519 million a month earlier. The new entrant Aircel, ended

March with 18.478 million subscribers, holds 6.41% of market share. Reliance

Telecom GSM subscriber base reached 11.145 million from 10.745 million in

February 09.

So, Airtel, Vodafone, Bsnl , Idea, Aircel, Reliance are major competitors which

can hinders in the growth of Nokia.

Collaboration:-

As already Nokia is leading in mobile sector whole overall the world

it does not require any collaboration with any organization. Already customers

are loyal to nokia and have created a good image in the minds of its customers.

Collaboration is needed when the company is new in the market and not known

to the people or when it has finance problems. Nokia is well established brand

need not ant collaboration.

Climate (PEST analysis)

Political Factors

Political factors include government regulations and legal issues and define both formal and informal rules under which the firm must operate. Some examples include:

tax policy employment laws

environmental regulations

trade restrictions

political stability

All these factors should be kept in mind while the functioning of the organization takes place. For the success of any organization political relations should be good so that it in favour of the development of the economy.

Economic Factors

Economic factors affect the purchasing power of potential customers and the firm's cost of capital. The following are examples of factors in the macro economy:

economic growth exchange rates

inflation rate

The present condition of the economy should be kept in the mind of the organization, and should contribute towards the development of the economy.

Social Factors

Social factors include the demographic and cultural aspects of the external macro environment. These factors affect customer needs and the size of potential markets. Some social factors include:

population growth rate age distribution

career attitudes

emphasis on safety

If Nokia want to have a huge market share then they have to learn the condition of the society. They have to learn the demography of the Indian society. They should know the needs of the society and should provide good quality services.

Technological Factors

Technological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions. Some technological factors include:

R&D activity automation

technology incentives

rate of technological change

As Nokia is famous in mobile phone technology, and till now they are providing new technologies in cell phones which are appreciated by customers and in case of Nokia networks they have to provide strong network which will be present everywhere and this will only be possible only if Nokia has advanced technology.

Swot analysis:-

Strengths:-

1) Huge market share in mobile sector2) Nokia has world-class research, design and engineering team

3) Nokia has global relationships with all major phone companies worldwide

4) Nokia is rated the world's fifth most valuable brand5) Nokia's strong management team has come through many crises

unscathed

Weaknesses:

- Nokia will likely be late in developing third-generation (internet-enabled)

phones

opportunities:

- The world biggest phone companies are willing to pay top dollar to offer its

customers Nokia's snazzy phones

- There is growing world market for cell phones and network, especially in

developing countries such as China and India

- The cell phone market should reach 1.5 billion units per year by 2007

Threats:

- The European market for cellular phones with current technology is nearly

saturated

-threats from competitor like Airtel and Vodafone

Nokia vision

Nokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate.

People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.

Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with enriched services.

Product description:-

Product- mobile Sim

Category- pre-paid and post paid

Features- related to different plans.(post paid)

Students scheme(pre paid) – 50 rs sim, 1 yr validity, local call 40 paisa, std-60

paisa, sms 10 paisa, free hello tune

For business people- 100 rs sim, 1yr validity, local & std call-60 paisa, sms 20

paisa

In case of post paid sims, customized services will be given and according to

customers demand different plans will be made and charged.

Marketing strategy

Geographic

World region – Asia

Country – India

Cities – Reach out maximum places

Demographic

Age – All age group

Gender – Male, Female

Income – All income groups

Occupation – Every sector

Religion – Irrespective of religion

Psychographic

Social class – All class of people

Lifestyles – Urban, rural, and even far villages

Behavioural

Benefits – Quality

Loyalty status – Strong

Positioning:-

Positioning is the process of creating the image of the product that holds in the

mind of the consumers, relative to competing products. Positioning helps

consumers understand what is unique about the products when compared with

the competitor’s product. Nokia is going to position all segment groups.

Marketing mix

Product:-

Product involves mobile Sims.

Price:-

Price will be kept, keeping in mind competitor’s price. Mainly while pricing,

different segments and different plans they are taking will be kept in mind.

Place:-

Product will be available in Nokia centres. Besides this, different vendors,

retailers, suppliers can be used. Canopies can also be made outside school,

colleges, offices, and main stress will be laid on rural market.

Promotion:-

Promotion is a key element of marketing program and is concerned with

effectively and efficiently communicating the decisions of marketing strategy. It

influences the target consumer’s perceptions to facilitate exchange between the

marketer and the consumer. Some of the promotional strategies used by Nokia

are:-

1) Advertising on TV, Radio

2) Direct selling

3) Personal selling

4) Different offers

5) Motivating the channel i.e.distributer margin

6) Free sims, who purchases any Nokia mobile phone

Short & long term projection

Projections are to be forecasted on the basis of marketing plan, whether it is

implemented in a proper way or not, whether all the process is going according

to our estimations or our planning. Keen eye should have to be on the

implementation of the plan. The results can be known by seeing whether we

have achieved the estimated target or not. As Nokia is a well establishes brand,

its new strategy of Nokia mobile networks will be at a great success. Estimated

market share will be 25% within a year.

Conclusion

As Nokia is the leading manufacturer of mobile phones whole over the world,

its new strategy of diversification in Nokia Mobile Network will be at great

success, also customers are loyal to Nokia and Nokia has positioned itself

properly in the minds of all the customers. It will be easier for Nokia to attract

its existing customers. Besides this Nokia with its latest technology and strong

networks is laying more stress on rural areas where till now no network has

satisfied rural people.

References

Lehman, Donald R product mgmt

Marketing%20Plan%20Outline.htm

www.businessweek.com/globalbiz/.../analyst_doubts.html 

discussions.europe.nokia.com/discussions/board/message