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This research studies the marketing strategies of Nokia, a high technology company in a developing country India. The study attempts to check the role of marketing activities in success of Nokia in India. After studying the past of the company and the history of Indian mobile industry, Nokia's marketing strategies are examined through secondary resources. Then to check the effect on the consumers, semi-structured interviews of a few mobile phone dealers in India are taken. Here, interviews as a tool of qualitative research is adopted to create a deep understanding of the customers perceptions. To get a generalized view, mobile phone dealers are interviewed as they deal with many consumers and can give the opinion of the market as a whole. The findings advised that consumers preferred Nokia over all other brands due to features of the phone. Features such as user friendliness, rough and tough body, long life etc were believed to be the reasons of success. Though the marketing strategies have been aggressive, they were not the reason for high market share of the company.
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What is product differenciation?
Product differentiation means to differentiate our product with other product. The best example is Nokia Mobiles and Samsung Mobiles.
Write short notes on marketing mix?
Marketing Mix: Marketing Program (The 4 Ps)International organizations must decide how much to adopt their marketing strategy to local conditions. At one extreme are organizations that use a globally standardized marketing mix worldwide.Standardisation of the product, advertising and distribution channels promise low cost. At the other extreme is an adapted marketing mix where the producer adjusts the marketing mix elements to each target market.Most brands are adapted to some extent. These marketing mix i.e. product, promotion, price, place (distribution channels)1) Product:There are 5 distinguished adoption strategies of product and promotion to a foreign market. These are indicated below:a) In straight extension, it means that a product is introduced into a foreign market without any change to it. This has been successful with cameras, electronics and machine tools, but disastrous with food productsStraight extension is tempting because it involves no additional R&D expenses, manufacturing, retraining, or promotional modification, but it can be costly in the long run.b) Product adaptation: In this strategy, you alter the product to meet local conditions or preferences. There are several levels of adaptation, a company can produce an (i) regional version of its product e.g NOKIA customized its 6100 series for its every market (major market)(ii) A country version(iii) A city version(iv) Retailer versionc)Product Invention: This involves creating something new. It can take 2 forms backward invention i.e. re-introducing earlier product forms that are well adapted to foreign country's needs.Forward invention, i.e. creating a new product to meet the needs in another country. Product invention is costly strategy, but payoffs can be great particularly if a company can portray a product innovation to other countries.2. Promotion:Companies can run the same advertising and promotion campaigns used in the home market or change them for each local market. This process is called communication adaptation. If it adapts both product and communication, the company engages in dual adaptation.One can use the same message everywhere varying only the language, name and colours to fit into particular foreign markets. Second, one can use the same theme globally but adapt the copy to each local market.Thirdly one can use an approach that consist of developing a global pool of ads from which each country selects the most appropriate e.g Cocacola.Fourthly one can allow the country managers to create their own country specific ads within guidelines.3. Price:Multinationals face several pricing problems when selling abroad. These are:a) Price escalation problem: a Mercedes may sell for about $10,000 in US but it will cost over 7 million in Kenya, this is because of cost of transportation, tariffs, importer margin, wholesaler margin and retailer margin to its factory price.Because of the cost escalation, organizations face the problem of how to set prices in different countries. Organisations have 3 choices- Set uniform prices everywhere: This strategy would result in prices being high in poor countries and not high enough in the rich countries.- Set a market based price in each country: This strategy would force an organization to change what each country can afford. It ignores differences in the actual costs from country to country and it can make intermediaries to re-ship the products to high price countries.- Set a cost based on each country: Here an organization would use standard markup of its cost everywhere.b) Another problem would be when an organization sets a transfer price (i.e. the price it charges another unit in the organization) for goods it strips to its foreign subsidiaries. If an organization charges too high to its subsidiary it may end up paying high tariffs and if a company charges too low a price it can be charged with dumping.c) Dumping is another problem, it occurs when an organization charges either less that its cost or less than it charges in its home market in order to enter or win the market.4) Place (Distribution Channels):A multinational organization should pay attention to how the product moves within the foreign country. This distribution channel involves 3 steps.The first link is the sellers international market headquarters where decision of channels and other marketing mix elements are made.The 2nd link is the channel between nations, this involves getting the products to the borders of the foreign nation. The decision made include the type of intermediaries (agents, trading companies) that will be used, the type of transportation (air, sea) and financing and risk arrangements.The 3rd link is channel within foreign nations. This involves getting the product from their entry points to final buyers and users.
What are the top 10 fmcg companies in the UK?
The FT 500 compiled a list of the top 10 FMCG companies that are traded in the London stock market in 2010. They are Nestle, Proctor and Gamble, Coca Cola, PepsiCo, Philip Morris International, Unilever, Annheuser-Busch, British American Tobacco, L'Oreal, and Nokia.
What is an example of brand recognition?
brand recognition is anything through which brand is recognised by customer it can be name , color , tune , brand personlity .... a product may have more than one brand recognition ...like we recognize britania by tune tin- ting-tining,, nokia by tune ... parle g .. by small gal picture.
What is the difference between Consumer goods and retail goods?
Consumer Goods are goods being sold by manufacturer through his own sales outlets/online or through a retail store. Samsung, Sony, LG, Nokia, Lakme, Colgate, HUL, P&G etc are in the consumer goods industry. FMCG is Fast Moving Consumer Goods. Retail goods are goods being sold by a retailer that are mostly not manufactured by him. Big Bazaar, Croma, Reliance Digital, etc are in the retail industry. Amul can be considered in both retail as well as the consumer goods industry.
Nokia belongs to which country?
In which country nokia company belongs. In which country nokia company belongs.
Is Nokia is Indian company?
Nokia is headquartered in Finland making it a Finnish company.
Where is the Nokia company or who is the founder of Nokia?
Nokia was originally from Finland. And founder of nokia is Stephen elop.
What recommendations would be given to the Nokia company?
what recommendations would be given to nokia company
Is Nokia a multinational company?
It is a multinational company. Nokia is the largest multinational corporation in India.
Is Nokia Indian company or mnc?
Nokia is headquartered in Finland making it a Finnish company.
What are the objectives of Nokia?
For the Nokia company: to make money
Does Nokia mean anything in Japanese?
It does not. Nokia is a Finnish company.
To which country NOKIA company belongs?
Nokia was established as a wood-pulp mill manufacturing paper in southern Finland.
Which mobile company is better in touchscreen mobile nokia or samsung?
Nokia
What company work with NOKIA?
One company that will work with Nokia phones is T-Mobile. There are many different plans that you will be able to choose from with the company.
What are the strength and weakness of Nokia company?
what are the stength and weeknesess of mobile phone
