Unit Code : MKW1120 Name : Chan Teik Keen

Exercise : Week 6 Student ID : 20199171

Tutor : Gan Chin Chuan Tutorial slot : Thurs, 12 pm

A market is a “group of customers who exhibit broadly similar needs and the ability to
satisfy those needs” (Gabbott, 2004, p. 151). In this case, the market in which the
Nokia 9300i, Nokia 3250 and Nokia 1110i belongs is the mobile telecommunications
market. These three belong to the same market because they are basically mobile
phones which offer the same core value of being able to make calls and send
messages but with differentiations to better suit its market requirements. Since these
differentiations are essentially communication solutions for the customer, the market
is said to be customer defined (Gabbott, 2004, p. 154).

The definition of the market also shows that the customers are after benefits and
solutions rather than the particular products or it specifications (Gabbott, 2004, p.
152). Specifically, the values sought after by the customers of these products are listed
as follows:

Nokia 9300i
• Full wireless data transfer capabilities with Infra-red, Bluetooth TM and
wireless LAN
• Document processing capabilities with integrated support for documents,
spreadsheets and presentations
• Ready support for email and fax
• Full QWERTY keyboard for easy and fast input

Nokia 3250
• Multimedia-rich features such as music and video player as well as a 2
megapixel camera
• Trendy design with a swivelling keypad
• Expandable memory with a micro-SD memory card slot
• Personalisation as it is available in many colours

Nokia 1110i
• Simple user interface
• Affordability
• Small size
• Trendy Express-on TM covers

(Nokia, 2006)

After defining the market and the values sought after by the customer, the market can
be divided into segments so that offers that fit the needs and wants of particular
groups of customers can be made (Gabbott, 2004, p. 156). Hence, a market segment
comprises generally homogenous group of potential customers with similar tastes,
conditions and needs (Gabbott, 2004, p. 157). The segmentation of the market by
Nokia TM shown by these three products is as follows:
Nokia 9300i
Consumer-related segmentation
Geodemographic Young adults, business class, university students, moderate to high
income, city based
Psychographic Luxurious lifestyle, high interest in advanced gadgets
Behaviourial Benefits sought are highly mobile communications and a sign of
stature and class, high frequency of use, heavy usage

Nokia 3250
Consumer-related segmentation
Geodemographic Teenagers and young adults, high income level, city based
Psychographic Luxurious to moderate lifestyle, interest in multimedia rich
features, outgoing personality
Behaviourial Benefits sought after are rich multimedia functions, high to
moderate usage frequency, moderate usage level, high loyalty to
organisation

Nokia 1110i
Consumer-related segmentation
Geodemographic Low to moderate level income, city outskirts or rural area, low
level working class
Psychographic Simple lifestyle
Behaviourial Benefits sought is simplicity and affordability, moderate to high
frequency of usage, moderate to high usage level, low loyalty to
organisation
Reference List

Gabbot, M (2004), Introduction to Marketing: A Value Exchange Approach, Prentice

Hall, French Forests, NSW.

Nokia revised 2006, viewed 19th August 2006, <http://www.nokia.com.my>