An Assignment on Principles of Marketing

Marketing Concept

Submitted To:

Md. Masum Iqbal

Associate Professor
Daffodil International University
Email: masum@daffodilvarsity.edu.bd
Cell: 01713493054

Submitted By:

Md.Monir Hossain

(Mithun)
MBA
Semester: Fall-2015
ID: 152-14-1824

Submitted Date: 11-12-2015

Marketing Concept of:

Introduction
Marketing concept takes a huge part in the business development as it was
the process of executing and planning of the conception, the promotion, the
pricing, and the distribution of the goods and the services in exchange to the
individuals satisfaction (American Marketing Association). The marketing
cannot be completed without the 4 Ps which are the huge part of the
marketing process. These are the product, the place, the pricing and the
promotions (Donald, 1996). This marketing concept plays an important role
in the development of the business and through its diversification.

Nokia Corporation Marketing Concepts

Nokia Corporation (Nokia) is the worlds primary and main manufacturer of
mobile devices. The company is headquartered in Finland which
concentrates on the telecommunication development. The company focuses
on the product marketing and to its development. The research for the
further improvement is also doing by the the company so that it will
generate customers. The company is also offering a solutions as well as
services in the network operators, offers equipments, corporations and
service providers. Their mobile phone which is its primary products connects
its consumers in the provision of mobile voice as well as data capabilities.

Nokias Application of Marketing Concept

Nokia knows the needs that will satisfy its customers. Part of the marketing
strategy of the company is giving solutions to its consumers on its demand
regarding the mobile services they need not just in home but also in their
business and to the other aspect of their lives (Nokia Corporation).

Nokia is already hiring fresh blood for its return to the Smartphone hardware battle
at the end of 2016, when its non-compete deal with Microsoft finally dies. . This is to

fulfill its mission of becoming the ultimate manufacturer of converged mobile

devices which offers music players with cameras and high speed internet
access that can be use in the business services. According, the Tapio
Hedman, the Vice-President of the multimedia marketing, that the advantage
of these digital channels are not only for the purpose of communication but
also as the establishment of the Smartphone particularly the Android to be
the major brand of its own right.
In order to accelerate the purchasing cycle as well as to divert the
versatility of the mobile phones, the company decided to have something
different in their products as part of the marketing strategy of the company.
This Smartphone product will definitely be something new and something
different compare to the past mobile phone units. This had resulted to be
the sixth biggest brand in the world; this is according to the 2016 Interbrand
survey. The company also explores the more high tech gadgets as the mp3,
the camera, the video graphs and the multimedia. But, the company doesnt

stop there and it has still the planned of moving forward and meet the
expectations of not just the company but also its consumers.

Market Segmentation
Nokia is regionally segmented for the whole part of the world that will
reach every division of the part of the world including the rural areas that
can enjoy the Nokia products and services. The company focuses its products
on the family of the GSM including the radio technologies, the multi access
capabilities and the internet protocol network. The company offers its
products worldwide to their distributors, operators, and corporate customers
and to the independent retailers. The company has its operations in the
Middle East, China, Europe, Africa, in the Asia-Pacific, in Latin America and in
the North America. It has also collaborated itself to the Avaya, Inc. for its
delivery and for enterprise.

Market Targeting
Through the consistent releasing if the new units of the mobile
phones with different services and difference feature, the company has its
target market that expected to support the kind of products and services.
The company is very optimistic that their new line of products will going to
support by the target market as the sports enthusiast persons for the sports
services that the phone is offering. To the specified fashion fanatic for the
latest trend and for the updated fashion design suitable for every their daily
lives. The music driven consumers segment is also the company top target
market due to the music service that the new products have offering.
Including in the said music services are the radio, the mp3, the XpressMusic,
and the music player.

Positioning Map
In planning their differentiation and positioning strategies, marketers
often prepare perceptual positioning maps, which show consumer
perceptions of their brands versus competing products on important
buying dimensions.
Value for Price

Business

Performance

Family Reliable

The Market Positioning - Product

Nokias products vary a lot because the company has a number of
series of Smartphone such as Nokia Lumia, Nokia Asha, as well as feature
phone series.
Product design also varies; the company has touch screen products, classic
buttonphones, as well as slide sets. Nokias products have some great
features that vary from product to product. Nokia is known for great quality
of its devices, and often offers technologically advanced cameras and great
maps for its smartphones.
The product of the Nokia goes to the high end quality controls to give its
client high tech and quality worth of a product. Including in the top-end
devices of the company is the new release number of unit which is
considered safe and has the quality of the materials as well as the design
and together its features. Mobile phones accessories as the headset, the
memory card and its features as the camera and video were some of the
clients want in their mobile phones. To be able to keep abreast to the faster
world, it is much important to determine the updated phones so that the
company will also be up to date and cannot overcome by its competitors.

The Market Positioning - Price

In cooperation of the local mobile operators, the company offers a
solution which was designed for the low cost of the ownership and the
providing affordable mobile phones. In this manner, though the products
offers a wide range of high tech features, the company maintains its prices in
order for the consumers can afford the said products. These strategic prices
that the company is offering will benefit not only the consumers but also the
company itself due to the affordable prices in their service that their
company is offering. In this regard, the company will accommodate and can
enhance to its consumers a good quality the products with an affordable
prices.

Market Positioning - Place

Through the plan of diversifying its products and its services, the
company offers its business in the United States, Venezuela, in India, Brazil,

Indonesia and to the other parts of the world which focus on the
establishments of the of the luxury mobile phones, as well as the
communication products. In this manner, the products and the service of the
company will be well-known all throughout the world. Furthermore, upon
diversification the company will expect to come up for the ample income
return. In this manner, the company also merged and shared its products to
the other service provider company as the Awenu to have a strong team
building for the promotions and for the continuous providing high quality
services to its consumers. Then, these companies will provide a technology
as well as the services that will allow the brands and the products to execute,
to plan, to create, measures, and to optimize the mobile advertisements
worldwide. Regarding this team-up, the products will go to be a high end by
providing its consumers a media sharing solution as well as the organizations
of the shared photos.

Market Positioning - Promotions

There are many promotions that the company is doing in order for
them to have a market. Advertisements are the first thing that the company
had done. These advertisements can be through the television, to the
newspapers, to the radio, to the prints and to the others as the posters.
Some of the advertisements are the worldwide promotions in order for the
consumer to know and the latest trends in the field of the mobile phones.
Promos are also the strategy of the company in order to enhance the
consumers. Distribution of these products also to the other part of the world
will help for the promotions and to the knowledge of the consumers in the
other part of the world. Providing the quality services and the high
technology products is the bet for the promotions because the consumers
will determine the quality of the products the special and unique features
they will have in the sand products.
The demand of the consumers had pushed the company in pursuing
its plan to serve its consumers for the services they want and they need.
Since communication is the ultimate way of transaction whether formal or in
the business sector or the informal one as the family and the friendly
communication. Regarding this, it will obviously determined that the mobile
is part of every people for whatever reason that is the Nokia is always and
never stop in giving quality services and updating its products for the benefit
of the its consumers.

Nokias Pricing Strategy

Penetration Pricing
1. Used to gain instant market share in a new market.
2. Well know companies like Nokia do it with new products that carry new
technologies to take more market share from competitors.
Competitor Based Pricing
1. Used when there is a lot of competition in the market.
2. When a company is looking to take another companys market share by
offering similar products at a lower price.

Findings

For the past generations, the mobile phones have been evolved with
different features and with different use. In this regard, Nokia goes with flow
of the said betterment. The company continues to improved its products and
its services and diversify its business also in he part of the world. In this
diversification the companys product had been well known all over the world
and had been supported by the people due to its functions that it can do to
the people. For the many high tech gadgets out there, it cannot be denied
that the mobile is still the primary needs and wants of the people due to the
fact that it handy and it can be use for the business transactions. The
releasing of the mobile phone also is such a huge decision due to the
competition occurring in the market. But, the Nokia Corporation maintains its
mission of serving the people and giving them the high tech products in
affordable prices. Since Nokia is one the worlds largest mobile device
company and it had happened due to the ample strategic management
marketing that had been practiced in the company.

Recommendations
Being on the peak of the success of the company, there should have
had no recommendation can suggest but to continue serving the other
people by providing a quality of services and giving them the satisfaction
they had to get in pursuing this vision. It was indeed the companys pride to
have been on top and maintaining the quality of the services is still the best
key of any business. Since, the products are the mobile phones, then it is
much important to keep the products in up to date due to the evolvement
happened in the future. Apart from that, the company should also have to
hear every consumers feedback regarding the services they are offering and
the diversification should be done so that the services can reach up to the
other part of the world that will satisfy the consumers demand so that its
mission can come true that Nokia CONNECTING PEOPLE.

Conclusion
Nokias mission is to regain its leadership position in the smartphone market.
The company sees greatest potential for achieving its objective in the
partnership with Microsoft. According to the environment analysis the most
serious problem for the company is the threat from existing rivals.
Nokia has built some interesting products in the Lumia series, with very
impressive technologies and beautiful designs. However the market success
of these products has not been so great and Nokia did not achieve its goal of
becoming a market leader in India. Nokia has introduced its flagship device
at a high price with very innovative technology and has position it in the
high-end costly Smartphone market. The product is introduced by
implementing differentiation strategy. According to the analysis the reason
for this is wrong implementation of marketing strategy and specifically
problems with the positioning of the products. This strategy implementation
is correct according to the analysis, as the product is introduced with
aggressive marketing mix, targeting the mass market. Lumia 925 has seen
great interest in the Smartphone market in India.

Suggestion
A company has to choose among those market segments and build products
suitable for the chosen segments. Customers have to be aware that the
products recognize their needs, so positioning is important for the success of
such strategic decision. However when analyzing Nokias segmentation
strategy, it does not become clear what the segmentation actually is. The
products are not positioned well in the market, and customers may have
hard time choosing among Lumia series. This problem could be making
customers to turn to one of Nokias rivals such as Samsung, which have
positioned well their products and are letting their customers know that their
company provides what they need. We believe this is really harmful forthe
company as the Lumia phones are important strategic point for Nokia in
itsjourney of regaining its lost ground in the Indian Smartphone market.
If Nokia introduce other products in the Lumia series, it would be useful for
the company to follow a simple framework for segmentation strategy
formulation.
Also it should use the promotion part of the marketing mix to position its
products, and inform the customer of what Nokia offer sand for whom.

References
www.google.com
www.slideshare.com
http://ivythesis.typepad.com