Nokia

Introduction:
IIn global communication market, Nokia is known as leading brand. It involves producing mobile phones for all customers. One of the most important factors is that, Nokia deals with producing a wide range of telecommunication solutions and offers cost effective and compatible products (nokia: Target Market Segmentation & Product Strategy Researchomatic, 2013). Microsoft and Nokia are loading up for their best — and possibly last — shot at denting a smartphone market dominated by Apple's iPhone and Google's Android mobile software. (Carew, 2012).

Nokia has developed to be the most famous dealer in the mobile gadget marketplace from 1998 to 2012, (Williamson, 2012). However, after the introduction of Apple and Android’s operating system in smartphone market, Nokia is experiencing lose is market share.

Objective:
Nokia’s mission is connecting people. Nokia’s aim is to produce immense mobile products that enable billions of people all over the world to enjoy more of what life has to offer. The main objective of Nokia’s smartphone is to regain its leadership position in the market by increasing sales (Chand, 2015).

Customer STP:
Nokia is segmenting its customers on the basis of demography which includes high income, medium income and low income generating people. Another component is, psychographic such as standard of customer’s lifestyle. Nokia also launches its product in different occasions for benefit seekers so that it can sell its product at a lower price. Nokia is targeting to gain smartphone market share with its new product. Windows phones have captured only 3.7 per cent of the global smartphone market, according to Strategy Analytics. Android phones have 68 per cent, while Apple has 17 per cent.The new Lumia phones will hit the market just as the world of Android reels from a potentially crushing legal blow, and as Research In Motion's BlackBerry continues its decline (Carew, 2012). Nokia is using differentiation strategy for its positioning. Value of product varies based on customers segmentation, so Nokia has positioned its products differently.

Marketing strategy:
While Samsung, HTC and Huawei are also making phones based on the new Windows software, only Nokia is focused entirely on Windows Phone 8. This means that Nokia should be able to deliver more sophisticated Windows phones."Everybody's liking what they see coming from Microsoft with the Windows 8 [mobile] platform from the user experience perspective and the integration perspective," said Verizon Wireless executive Bill Versen. (Carew, 2012)

Marketing Mix:

Here are the 4 P’s of marketing mix of Nokia.

1. Product: Nokia's main product is mobile phone and it has a wide range of product portfolio including over a hundred devices. Nokia has produced the first mobile phone with the antenna inside, the first built-in camera, the first changeable faceplate or short-message chat function and so on. Nokia offers various mobile phones with varied quality, shape, size and color. Nokia includes the users like students who do not have disposable income or do not want to pay a lot of money for a mobile phone. These devices are still stylish and equipped some technological features such as internet, camera and mp3 player. 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 process is products positioning. Consumers view a brand as an important part of a product, and branding can add value to a product.

2. Price: Nokia understand that most of the consumer demand for portable multifunction device, so the budget of the target consumer for specific model is considered. Nokia price the products by comparing to other products with similar function in the market. Nokia Corporation, which targets all customer segments, has a wide range of price variations from the lower price group to the higher price group depending on customer's positions and needs. Nokia initially sells products at a higher price to gain profit. 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 increasing amount of sales. Nokia set a high price for new products, medium price for second line products and low price for third line products.

3. Place: Nokia Company, which doesn't 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 finally the Company's web site. This selling policy carried out in the all countries in which Nokia has got the market provides to reach all consumers. Initially, the distribution strategy was focused 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.

4. Promotion: Promotion was done 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 New Year, Christmas etc., Nokia will always hold promotions. In advertising part, there are printed advertisements used by the company to promote their products. There are newspaper, magazines, brochures, TV, radio, website banners, billboards and others.