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PRESENTED BY
ADITI SHARMA 183
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CONTENTS
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INTRODUCTION
GROWTH
MATURITY
DECLINE
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COMPANY PROFILE
TYPE :
FOUNDED :
PUBLIC COMPANY
1981
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PRODUCTS
MARUTI 800
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PRODUCT SPECIFICATION
Engine Power Car weight Mileage Capacity
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PRICE
Pricing strategy
ExShowroom On Road
SLOW SKIMMING
47500
52500
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PROMOTION
1. Keys handed over to the first owner Harpal Singh by the then PM Mrs. Indira Gandhi 2. Peoples Car : Sanjay Gandhi
SMALL IS BEAUTIFUL
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NEWSPAPER ADS
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TV COMMERCIAL
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DISTRIBUTION
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SALES
Unit sold
1996 1989 1987 1983 0 Unit sold 50000 1983 852 100000 1987 20,269 150000 1989 63736 200000 1996 189061
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PRODUCT VARIANTS
MARUTI 800 AC UNIQ
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PRODUCT SPECIFICATION
Air-Conditioning variant
Music System
PRICE
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PROMOTION
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TV COMMERCIAL
Video\Maruti Suzuki 800-Change Your Life Commercial - YouTube_2.FLV
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DISTRIBUTION
Dealers/Distributors
Consumers
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PRODUCT VARIANTS
MARUTI 800 EX MARUTI 800 DUO
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MARUTI 800 EX
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1. Air conditioned 2. Green tinted glass 3. Front bucket seats with larger armrests 4. Vanity mirror for co-driver
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PROMOTION
SERVICE
1. 250 customer service outlets along 20 highway routes
2. Pick and drop service facility for servicing 3. Express Service to ensure minimum time consumption
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ADVERTISEMENT
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PRODUCT WEBSITE
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TVC
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DISTRIBUTION
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SALES
SALES
250000 200000 150000 100000 50000 0 YEAR 2000 YEAR 2001 YEAR 2002 YEAR 2004 SALES
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PRODUCT VARIANTS
A response to increasing market of Matiz
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2. Outsold by Maruti 800 itself initially 3. Forced roll back of Maruti800 EX to 4-speed gearbox
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PRICE
RS 1,93,000+TAX
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New technology/engine not to be infused to meet BS IV norms Sale stopped in 13 cities including the 4 metros Selling continued in semi-urban and rural areas
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ADVERTISEMENT
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DISTRIBUTION
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CONTACT
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45
COMPANY PROFILE
Nokia Corporation is a Finland based multinational company
Headquarter -- Espoo, Finnland CEO Stephen Elop Founder Fredrik Idestam 1865
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Maturity
Nokia Symbian & N- Series Nokia Windows & Symbian phones
Decline
Growth
Nokia E- series
Sales curve
Introduction
The Concept Phones
Time
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50
Lifecycle
Globally Nokias market is at Decline due to shift from Symbian to Windows phone devices
Time
51
NOKIA 2110
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PRODUCT
1. Entered India in 1995 2. Launched very few models due to lesser demand & innovation 3. Sold both GSM & CDMA phones 4. Launched 1st model Nokia 2110 with Nokia tune 5. 2110 was 1st model capable of sending/receiving sms 6.Competed with the then market leader Motorola
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General 2G Network
GSM 900
Announced
1995
Status Discontinued Weight 236g Display Type Loudspeaker 3.5mm jack - No Phonebook Call records SIM card + 125 entries 10 dialed, 10 received, 10 missed calls Monochrome graphic No
Data
GPRS
No
No Messaging SMS
Alarm No
Nokia 2110
Games No GPS No
Java
No
Talk time
2 h 40 min
PRICE
1. Followed Price Skimming strategy
2. Launched Nokia 2110 at Rs. 22000 (approx.) 3.Launched phones in the range of Rs. 15000 to 25000
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PROMOTION
1. Rarely followed any discounting policy 2. Offered a good amount of backend profit to retailers 3. Mobility factor of mobiles attracted customers without any promotional scheme
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PLACE
Models imported from China & low-end models manufactured in Chennais plant Manufactured/Imported mobiles stored in Gurgaons mother warehouse HCL India is distributor for Nokia India Pvt. Ltd. for North & East India For West & South India, Nokia has its own distribution channel HCL India supplied these mobiles to state level distributors like BSB marketing, A.G. comm. etc. Many places HCL India directly supplied these phones to retailers
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PLACE
China/Chennai
Customers
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PRODUCT
Launched phones without external antenna
Had better features like games, alarm, ergonomic keypad, display etc.
Models like Nokia 3310/3315 marked beginning of growth stage Launched models like N95 to compete with Apples i-phone
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Monochrome graphic
Loudspeaker
Phonebook Call records Bluetooth Features
No
SIM only 8 dialed, 8 received, 8 missed calls No Messaging SMS
Clock
Yes
Alarm Yes Games 4 ( Snake II, Pairs II, Space Impact, Bantumi ) GPS Java No No
NOKIA 3310
- Predictive text input - Calculator - Voice Dial - Profiles - Currency converter Battery NiMH 900 mAh battery Talk time 2 h 30 min to 4 h 30
Features :
Slider Phone 3G Wi-Fi (WLAN) Radio
MP3 Player
Video Record Loudspeaker/Speakerphone Bluetooth
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Features: Bluetooth
Radio
Camera 3 Mega pixel 3G Video Record Loudspeaker/Speakerphone
NOKIA N73
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Xenon flash
Product Life Cycle - Competitive Marketing
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Loudspeaker/Speakerphone
Bluetooth
NOKIA N91 4/8GB
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PRICE
1. Followed Price skimming strategy in beginning of growth stage. 2. Launch price of 3310 was approx. Rs. 21000/-. 3. As profits & popularity increased prices were slashed to Rs. 5000/- in 2003 for popular models like 3310. 4. Later-on in coming years, Nokia adopted Price penetration strategy.
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Nokia N78
Nokia N81 8GB Nokia N77 Nokia N76
Rs.20000
Rs.17500 Rs.15000 Rs.18500
Rs.16000
Rs.15000
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PROMOTION
1. Post-paid connections were given free with select Nokia models 2. Person owning pager, who purchased Nokia phones were given discount on post-paid tariffs 3.Dealers & retailers got a large amount of backend profit to increase the sales & drive growth
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PLACE
China/Chennai
Customers
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29455
29267
10000
4780 3381
5011 3592
4639 3616
5488 4306
4966 3988
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50710
30016
29455
20000
10000 3362 2200 2001 4780 3381 2002 5011 3592 2003 4330 3207 2004 4639 3616 2005 YEARS 5488 4306 2006
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PRODUCT
Launched a lot of touch screen models Launched 1st Maemo 5 OS phone N-900 Launched Qwerty+touch model N-97 Focussed on E-series phones to compete with Blackberry
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Status Available. Released 2010, October Display Type Multitouch Loudspeaker Memory AMOLED capacitive touchscreen, 16M colors Yes Yes Card slot microSD, up to 32 GB
Internal 16 GB storage, 256 MB RAM, 512 MB ROM Speed HSDPA, 10.2 Mbps; HSUPA, 2.0 Mbps WLAN Wi-Fi 802.11 b/g/n, UPnP technology Bluetooth Yes, v3.0 with A2DP
USB
Yes, 720p@25fps (720p@30fps via an update), check quality VGA videocall camera OS Symbian^3 OS, upgradable to Nokia Belle Refresh
NOKIA N8
Colors Dark Grey, Silver White, Green, Blue, Orange, Pink, Bronze - Anodized aluminium
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Battery
PRICE
Followed Price penetration strategy to sustain growing competition Launched models ranging from Rs. 1000 to Rs. 30000
Frequently reduced prices of popular & low end models to compete with Micromax, Samsung, LG, etc.
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PACKAGING
Packaging is important because it protects products as they make their way from factory to customers
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PROMOTION
1. Offered combo discount on purchase of Nokia bluetooth stereo headset with N8. 2. Offered Sennheiser music headset free with select models 3. During festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select models 4. Scratch cards were given to customers to make them avail instant discount
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PLACE
China/Chennai
Customers
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PRODUCT
Upgraded its Symbian OS with 3 & Belle Shifted focus on Windows as its main OS Launched 1st Windows phone, Lumia 800 Used Symbian only in low end models
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Status Available. Released 2011, November Display Type Size 3.5mm jack AMOLED capacitive touchscreen, 16M colors Yes 480 x 800 pixels, 3.7 inches (~252 ppi pixel density
Memory
Data EDGE GPRS Class 33
Card slot
Class 33
No
Camera Primary 8 MP, 3264x2448 pixels, Carl Zeiss optics, autofocus, dual-LED flash Secondary Features CPU
PRICE
a
1. Price penetration strategy was continued as companys profits declined due to cut-throat competition from Samsung & local players like Micromax 2. Had phones ranging from Rs. 1000 to Rs. 30000 3. Reduction in price also lead to deterioration in quality
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PROMOTION
1. Companies distributed freebies like wrist watches & t-shirts with Lumia logo engrossed 2. During festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select models 3. Top 3 performing stores from each zone were selected for foreign trip organized by Nokia free of cost 4. Retailers were encouraged to sell Lumia phones by offering them more incentives on sale
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PLACE
China/Chennai
Customers
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20000
10000
1197
0
891
2070
1850
2009
2010
2011 -1164
-1073
2012
-2303 -3106
-10000
YEARS
EURO (million)
6000
4000
2000 704 0 2011 -2000 Q1 2011 -487 Q2 2011 -71 Q3 2011 Q4 -954 YEARS 2012 Q1 -1340 2012 Q2 -826 2012 Q3 -576 2012 Q4 439
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CONTACT
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88
MARKETING RESEARCH