Team 10 nokia case

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class case let presentation on Nokia 1100

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  • Team 10 nokia case

    1. 1. Team10 Jegadeesan Priyatharesini R Sriram BSK Uthra G Vivekh K 12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    2. 2. Success Attributes <ul><li>Made for India campaign – with TVCs (total video convertor) of Nokia 1100 tied to a truck </li></ul><ul><li>Better distribution strategies </li></ul><ul><li>Hindi text and SMS, talking alarm etc. </li></ul><ul><li>User friendliness </li></ul><ul><li>Brand building </li></ul><ul><li>Universal charger for all handsets </li></ul><ul><li>First to introduce mobile game downloading </li></ul>The Desi appeal 12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    3. 3. Other Data Collection Methods <ul><li>Focus Group </li></ul><ul><li>Experimentation </li></ul><ul><li>Observation – Field trials </li></ul><ul><li> Instruments for market research </li></ul><ul><ul><ul><li>laddering </li></ul></ul></ul><ul><ul><ul><li>projective technique or word association </li></ul></ul></ul><ul><ul><ul><li>Dash board </li></ul></ul></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    4. 4. Focus Group <ul><li>Nokia 1100 a related variant of 1101 </li></ul><ul><li>This could give some insight about expectations and could further develop </li></ul><ul><li>Though it represents a few in the population </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    5. 5. Experimentation <ul><li>Advertising </li></ul><ul><li>Sales productivity </li></ul><ul><li>Pricing </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    6. 6. Observations <ul><li>Field trials: </li></ul><ul><li>Placing the product in selected stores to test customer response under real-life selling conditions </li></ul><ul><li>Can help in make product modifications, adjust prices, or improve packaging </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    7. 7. Research Instruments <ul><li>Laddering: </li></ul><ul><ul><li>Attributes </li></ul></ul><ul><ul><li>Consumption consequences </li></ul></ul><ul><ul><li>Personal values </li></ul></ul><ul><li>Word association: </li></ul><ul><ul><li>What comes to mind when we hear of Nokia brand or Nokia 1100 </li></ul></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    8. 8. Cont., <ul><li>Dashboards : </li></ul><ul><li>Online survey system is used to track customer attitudes in real time and report the results in an automatically updated &quot;dashboard&quot; application </li></ul><ul><li>This could be done in Nokia outlets </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    9. 9. Overcoming barriers through market research <ul><li>In 2004- “Saral Mobile Sandesh” (SMS in Hindi). sales increased from 58.2% to 59.6% </li></ul><ul><li>Nokia handset not cheapest in market in pro nokia 1100 </li></ul><ul><li>Introduced concept store for promotion </li></ul><ul><li>Rising number of FM’s led to the inclusion of this facility in it’s handset </li></ul><ul><li>Made SRK as brand ambassador then </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    10. 10. Cont., <ul><li>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 </li></ul><ul><li>Advertisements launched to create nokia an Indian image- highly localized </li></ul><ul><li>Followed model specific advertisement </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    11. 11. Conclusion <ul><li>There is a strong brand preference </li></ul><ul><li>Brand conscious but not brand loyal </li></ul><ul><li>Features of the handset believed to be a driving force </li></ul><ul><li>Low priced Chinese set and high end technologically advanced hand set thrust as major competitors </li></ul><ul><li>Mass market with low range (hi quality) products with more features </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    12. 12. References <ul><li>www.writework.com </li></ul><ul><li>www.slideshare.net/janchip/nokia-open-studios-presentation </li></ul><ul><li>www.nottingham.ac.uk </li></ul>12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management
    13. 13. 12/19/11 Nokia 1100 - Case Study-Thiagarajar School of Management

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