Team10 Jegadeesan Priyatharesini R Sriram BSK Uthra G Vivekh K

1 Nokia 1100 - Case Study 4/14/2012

Success Attributes
Made for India campaign

with TVCs (total video convertor) of Nokia 1100 tied to a truck Better distribution strategies Hindi text and SMS, talking alarm etc. User friendliness Brand building Universal charger for all handsets First to introduce mobile game downloading
Nokia 1100 - Case Study

The Desi appeal

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Other Data Collection Methods

Focus Group
Experimentation Observation Field trials

Instruments for market research

laddering projective technique or word association Dash board

Nokia 1100 - Case Study

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Focus Group
Nokia 1100 a related variant of 1101

This could give some insight about expectations

and could further develop Though it represents a few in the population

Nokia 1100 - Case Study

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Experimentation
Advertising

Sales productivity
Pricing

Nokia 1100 - Case Study

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Observations
Field trials: Placing the product in selected stores to test customer response under real-life selling conditions Can help in make product modifications, adjust prices, or improve packaging

Nokia 1100 - Case Study

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Research Instruments
Laddering:
Attributes Consumption consequences Personal values

Word association:
What comes to mind when we hear of Nokia brand

or Nokia 1100

Nokia 1100 - Case Study

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Cont.,
Dashboards : Online survey system is used to track customer attitudes in real time and report the results in an automatically updated "dashboard" application This could be done in Nokia outlets

Nokia 1100 - Case Study

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Overcoming barriers through market research

In 2004- Saral Mobile Sandesh (SMS in

Hindi). sales increased from 58.2% to 59.6% Nokia handset not cheapest in market in pro nokia 1100 Introduced concept store for promotion Rising number of FMs led to the inclusion of this facility in its handset Made SRK as brand ambassador then

Nokia 1100 - Case Study

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Cont.,
For the purpose of developing the products

specifically for markets with high population and low penetration, Nokia developed a team called Mobile Entry Business Unit Advertisements launched to create nokia an Indian image- highly localized Followed model specific advertisement

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Nokia 1100 - Case Study

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Conclusion
There is a strong brand preference

Brand conscious but not brand loyal

Features of the handset believed to be a

driving force Low priced Chinese set and high end technologically advanced hand set thrust as major competitors Mass market with low range (hi quality) products with more features
11 Nokia 1100 - Case Study 4/14/2012

References
www.writework.com

www.slideshare.net/janchip/nokia-open-studios-

presentation www.nottingham.ac.uk

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Nokia 1100 - Case Study

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Nokia 1100 - Case Study

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