Consumer Durables-Mobile Phones

MMS-I SEM-II DIV-B Submitted to-Prof.Surve

Introduction -Mobile market India

The world's fastest growing wireless market

2nd largest telecommunication network in the world

Subscribers-752 million as of Feb 2011

Market size and demand-India

Demand
India has a young consumer market. Ready to pay more on technological item

Rise in Disposable income

The phones will be less expensive. The cell phone will eventually be considered as necessity. Rising demand for dual sim mobile

Competitors

Market Share
Brands
Nokia Samsumg Micromax LG

Share(%)
40.1% 14.3% 6.4% 2.8%

Motorola
Sony Ericson

0.5%
1.1%

Product Launch-April 8, 2011

NOKIA-A2
5 MP camera Surround sound(high sound quality) Symbian OS v9.4 Touch screen 3.2 large screen Auto rotate Carl zeiss flash Ms-office Dual sim 2 GB internal, expandable upto 32 GB Wi-fi, 3G Access to social networking sites

Rs-9999/-

Target market
Gender Male and female Age group 16-30 Profession College youth Lifestyle Likes to network with friends and family Active social life Geographical profile Urban area-all metro cities Semi urban and rural area

NOKIA-A+
8MP camera 3.5 large screen AMOLED capacitive touch screen Dual LED flash Symbian^3 OS Wi-fi 3G 8 GB storage, 256 MB RAM, 1 GB ROM Quickoffice document viewer Adobe reader Access to facebook and twitter

Rs-19000/-

Customer analysis-target market

Gender Male and female Age group 18-40 Profession Young professionals
Lifestyle Likes to network with friends and family Active social life

Geographical profile Urban area-all metro cities Semi urban and rural area

Pricing policies
Skimming pricing strategy. Retail price will be issued to the distributors for strict implementation. Strict monitoring will be implemented to ensure that retailers would not dilute the brand by selling it at a lower price.

Distribution strategy
NOKIA
DISTRIBUTER SUPER STOCKIST

RETAILER
CUSTOMER

Over 150 authorized dealers which are multi brand stores

Retail outlet stores

Promotion
Advertising
T.V. advertising

Ad in newspaper
Ad in magazine

Hoardings

TIMES OF INDIA
NOKIA CONNECTING PEOPLE

& get so may

Gifts

Online marketing

NOKIA -A2

NOKIA -A+

Online Marketing

Rural marketing
Ad in popular local newspaper and magazine
Mobile van Participation in trade fairs and flea markets

Services..
Warranty
One year warranty

After sales service-service plus

Tiers of service

customer care service centre

Enhanced 24x7 business hour toll free line and professional staff to help customers solve problems.

Brand ambassador
Young
Dynamic Youth icon

Role model for most young Indian youth

Sales promotions
Dealer commission Incentives to sales persons Participation in trade shows and fairs

Continuous training program on sales and marketing

Sales promotions
Schemes SchemesRemark
Deepawali and dashera scheme New year scheme Valentine day scheme Occasional scheme To celebrate teachers day, mothers day, fathers day, doctors day, lawyers day(just to create hype in market and tap the hype through sales)

Exchange scheme

To exchange old phones with new one any brand

Positioning

This Idea of Connecting People by Nokia provides Service to people with the help of the Products

Nokia wants to convey that when you

buy a nokia phone, you get access to

all the services like: Share on Ovi Nokia Friend View Nokia Messaging

Why NOKIA A2,A+?

Value for money Accessibility Affordability Advance features

Presence in both urban and rural area