Nokia Case by students of Thiagarajar School of Management
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Transcript of Nokia Case by students of Thiagarajar School of Management
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8/4/2019 Nokia Case by students of Thiagarajar School of Management
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Team10
Jegadeesan
Priyatharesini R
Sriram BSK
Uthra G
Vivekh K
4/14/20121 Nokia 1100 - Case Study
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Success Attributes Made for India campaign
with TVCs (total videoconvertor) of Nokia 1100 tied toa truck
Better distribution strategies
Hindi text and SMS, talkingalarm etc.
User friendliness
Brand building
Universal charger for allhandsets
First to introduce mobile gamedownloading The Desi appeal
4/14/20122 Nokia 1100 - Case Study
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Other Data Collection Methods
Focus Group
Experimentation
Observation Field trialsInstruments for market research laddering
projective technique or word association
Dash board
4/14/20123 Nokia 1100 - Case Study
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Focus Group Nokia 1100 a related variant of 1101
This could give some insight about expectationsand could further develop
Though it represents a few in the population
4/14/20124 Nokia 1100 - Case Study
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Experimentation Advertising
Sales productivity
Pricing
4/14/20125 Nokia 1100 - Case Study
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Observations
Field trials:
Placing the product in selected stores to testcustomer response under real-life selling
conditions Can help in make product modifications,
adjust prices, or improve packaging
4/14/20126 Nokia 1100 - Case Study
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Research Instruments Laddering:
Attributes
Consumption consequences
Personal values
Word association:
What comes to mind when we hear of Nokia brandor Nokia 1100
4/14/20127 Nokia 1100 - Case Study
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Cont.,
Dashboards :
Online survey system is used to trackcustomer attitudes in real time and report the
results in an automatically updated"dashboard" application
This could be done in Nokia outlets
4/14/20128 Nokia 1100 - Case Study
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Overcoming barriers through marketresearch
In 2004- Saral Mobile Sandesh (SMS inHindi). sales increased from 58.2% to 59.6%
Nokia handset not cheapest in market in pro
nokia 1100 Introduced concept store for promotion
Rising number of FMs led to the inclusion ofthis facility in its handset
Made SRK as brand ambassador then
4/14/20129 Nokia 1100 - Case Study
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Cont.,
For the purpose of developing the productsspecifically for markets with high populationand low penetration, Nokia developed a teamcalled Mobile Entry Business Unit
Advertisements launched to create nokia anIndian image- highly localized
Followed model specific advertisement
4/14/201210 Nokia 1100 - Case Study
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Conclusion
There is a strong brand preference
Brand conscious but not brand loyal
Features of the handset believed to be a
driving force Low priced Chinese set and high end
technologically advanced hand set thrust asmajor competitors
Mass market with low range (hi quality)products with more features
4/14/201211 Nokia 1100 - Case Study
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References www.writework.com
www.slideshare.net/janchip/nokia-open-studios-presentation
www.nottingham.ac.uk
4/14/201212 Nokia 1100 - Case Study
http://www.writework.com/http://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.nottingham.ac.uk/http://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.slideshare.net/janchip/nokia-open-studios-presentationhttp://www.writework.com/http://www.writework.com/http://www.writework.com/http://www.writework.com/http://www.writework.com/ -
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#4/14/201213 Nokia 1100 - Case Study