nokia e63 - marketing management project

Cover Page

Prof. Chandan Chatterjee

Marketing Diary

Product: Nokia E63

Sneha Padmanabhan

Sneha’s Marketing Diary

Symbiosis Institute of Media and Communication, Pune

Marketing Management-Prof. Chandan Chatterjee

Marketing Diary

Submitted By:

Sneha Padmanabhan

132

MBA Section ‘B’

Batch 2011-13


ContentsCover Page.....................................................................................................................................................1

Core Marketing Concepts..............................................................................................................................4

Product Insights.............................................................................................................................................5

Perceived Customer Value............................................................................................................................6

Creating Customer Value...............................................................................................................................7

Competition Map..........................................................................................................................................8

Product Offering............................................................................................................................................9

New Product Development.......................................................................................................................9

Product Hierarchy......................................................................................................................................9

Product Mix.............................................................................................................................................10

Product Life Cycle........................................................................................................................................11

Brand & Brand Equity..................................................................................................................................12

Pricing..........................................................................................................................................................13

Industry, Firm & Product Pricing..............................................................................................................13

Promotions..................................................................................................................................................14

Promotion-ATL.........................................................................................................................................14

Promotion-BTL.........................................................................................................................................15

Consumer Segmentation.............................................................................................................................16


Core Marketing Concepts

I ‘need’ to communicate!

I ‘want’ a phone!

I ‘demand’ an E63!


Product InsightsProduct DescriptionProduct Name Nokia E63Brand Nokia E-SeriesCategory Business Phones/Smart

PhonesLaunch Date 13th November, 2008

Product Specifications & FeaturesQuad-band EGSM 850/900/1800/1900, WCDMA 900/2100Full QWERTY keyboardSymbian phone with full Ovi Store accessHigh quality 2.36″ inches QVGA display with the resolution of 320 x 240 pixelsTwo customizable home screen modes to set based on your needProtect your memory card and device using device lock futureDedicated NaviTMKey will help you to scroll the web pages fasterPowered with BP-4L 1500 mAh Li-Po battery. Talk time up to 11 hours and standby up to 18 days. Music play back time up to 18 hours110MB Dynamic internal memory and expandable up to 8 GB through microSD memory cardDedicated one touch keys for home, calender, contacts and emailSupports for CSD, HSCSD, GPRS, Edge, WCDMA, WLAN data networks included with TCP/IP support, IETF SIP and 3GPPIncluded with Nokia maps application, Nokia browser and Nokia mobile search2.0 megapixel camera (1600 x 1200 pixels) with digital zoom and LED flashVideo recording file formats are .mp4, .3gp; codecs: H.263, MPEG-4 VSPSupported Video playback file formats are .Flash Lite 3, mp4, .3gp; codecs: H.263, MPEG-4 VSPAvailable in 3 colours (Ultramarine Blue, Ruby Red, Black)Dimensions are 113 x 59 x 13 mm with the weight of 126 grams

“The Nokia E63 is a new proposition for E-Series - a messaging device where people will be just as involved in their social network as they are in their business network. People use E-Series to access their corporate mail, review their calendar and work in their business network, so the Nokia E63 still includes Wi-Fi connectivity, easy access to Mail for Exchange and dedicated key access to contacts, calendar and email.”

Soren Petersen, Senior Vice President, Nokia Europe


Perceived Customer Value

The elements of value are specific to each customer and I have enlisted the value I perceived when purchasing my phone.

Customer Perceived

Value


Creating Customer ValueThe creation of customer value is the manifestation of value within the core concepts of marketing using basic the basic marketing tools.

Create; Communicate and Deliver constitute the CCD, which is core to the definition of marketing. The 4Ps i.e. Product, Price, Promotion and Place which are tools of marketing that help create, communicate and deliver value.

Create Value

Communicate Value

Deliver Value

New features like the mode switch and the gripper design along with others create tremendous value

The design of the product communicates sturdiness along with class

Delivers the ability to communicate across telephone, message and internet platforms and switch between personal & professional modes

One of the cheapest phones in the category of business phones offered

Defines itself as a differentiator in the class and communicates value for money

Makes the product available to a different economic class of audience

A mobile cover included as a freebie with your phone is how promotion can add value

The objective of promotion is to communicate value, e.g. through a TVC

The availability of Nokia Priority dealers in all cities and other parts of the country creates value for the customer

The convenience of access a Nokia Priority centre delivers value.


Competition Map

The primary business of Nokia is telecommunication equipment and the industry can be termed as the ‘cell phone industry’. To be specific to the chosen product – Nokia E63 it is the ‘smartphone’ segment of this industry. The competitors, direct and indirect can be defined as per the features of the product offering.


Product OfferingProducts, which could be either goods or services, are the basis of the marketing function. The product offering may be a new concept or an existing one in the product system or base of the company.

New Product DevelopmentMost new product development is an improvement on existing products. Less than 10% of products are totally new concepts.

Nokia already had a series of phones providing e-mail, internet and other smart phone functions when it developed the E-series. Also E71 and E72 were the models from which the E-series line began. These metal-bodied phones were positioned as business phones in the price range of Rs. 20-23,000.

The E63, with a plastic body was developed much later at a significantly lesser price point to cater to a segment of customers looking for a business phone at an economical rate.

Product Hierarchy


Product MixNOKIA E-SERIES

Product Mix is the assortment of products the company offers to the market in a particular product type.

Width: How many different product lines are offered?

Here, although the product line is technically business phones, we a work with the assumption that Nokia E-Series is the product line in consideration. Hence, Width = 1.

Depth: The number of variants offered in a product line

The number of variants of the E-series will constitute the depth of the product mix. As per the Nokia website there are 8 variants of E-series viz. E71, E72, E75, E63, E66, E51, E52 and E55. Hence, in this case, Depth = 8.

Length: The number of items in the product mix

The total number of items in the product mix i.e. the number of SKUs, including colour variations etc. constitutes the length of the product mix. Below are enlisted a few variations of the different models in E-series and hence we can derive that the length of the Nokia E-series product mix is 11+

Below is the diagram of the product mix of Nokia E-series –


Product Life Cycle

The Nokia E-Series was positioned as a ‘Blackberry-Killer’ in the Business Phone market. But with the advances in technology there came several Smartphones that gained over the E63 while serving the same purpose. Hence ‘Business Phones’ as a category died out with the Nokia E-Series and they now forced to compete in the league of ‘Smartphones’.

Smartphones would ideally be iPhone, Nokia N-Series etc. But now the Nokia E-Series, Palm Treo and the likes have been pushed to compete in the Smartphone category.

Product/Brand Life Cycle of Nokia E-Series

Introduction

Growth Maturity Decline

Nokia E-Series Nokia N-Series


Brand & Brand Equity

Nokia: “Brand is Everything”

– The brand strategy of Nokia in general is tightly linked to the business strategy, design, production and distribution. Nokia Corporation is an extremely well established and trusted brand in the cellular phone manufacturing market. As per a survey conducted by the Economic Times it has come out on the top for the last three years and is still among the top 10 most trusted brands in the world in 2011.

– The E-series branding is inextricably linked to the parent brand itself.

– Nokia treats a phone as concept, not a product. They focus on the emotion and “personality” to differentiate products.

– Nokia – Connecting People

o Nokia has added a human element in the branding of technology. Transferring the epithet of acting as a connector and using it as a


verb gives the brand a human touch. “Nokia enhances the quality of people’s lives by connecting people.”

– “While technology continues to be a key source of added value, I would like to emphasize that effective marketing and the strength of the Nokia brand creates an increasing portion of the added value.” - Jorma Ollila

• The Nokia Way: Long-term thinking pays off

• 1991 – decided on one brand: Nokia• 1992 – established 4 primary goals: telecom-oriented, focused, global and value-added• 1993 – began serious brand building with long-term global commitment:

– Downplay technological aspects– Emphasize the human role of connecting people– Localize

• 1996 – goal: leadership in the most attractive global telecom segments• 1999 – claims 70% of the profit in mobile phone category

Nokia branded the E-series specifically as business phones with a focus on e-mail. Owing to its design focus Nokia used the slogan – Designed for the way we work.

PricingIndustry, Firm & Product Pricing

Smart phones are generally priced very high and the E-series phones were in the 20-2300 range. Nokia has fairly competitive prices for its products but since the general range of smartphones is high the Nokia prices also follow.

E63 was specifically designed to be lower on cost with all the features of its more expensive siblings. Specific changes were made in the design to suit the price shift. The product was introduced in the market at Rs 13,500.

ILC and Pricing


Rs 13,500 Rs. 12000 Rs 9000 Rs 7,500

Intro Growth Maturity Decline

PromotionsThe integrated marketing approach (IMC) involves sending the same promotional message across channels and to reach the consumer through every possible means. IMC is more life style marketing where the consumer’s lifestyle is used to determine the possible touch points for the campaign.


Promotion-ATL

Several posters, bill boards were put up at various locations completing the conserve of ATL marketing. There were no TVCs made for promotion of specific phones in the E-series, but a generic TVC for Nokia E-series was made by JWT Delhi. (http://www.bestadsontv.com/ad/30175/Nokia-e-series-Nokia-Hand-In-Hand)

Typical to their style Nokia has blended the consumer with the product to create a unique identity. The ads which are executed in India by ad agency JWT, rely on a copy that stresses on the consumer’s identity borne out of certain key features of the product in question. In the E-series ad, the proposition is ‘How we respond is who we are.

http://www.bestadsontv.com/ad/30175/Nokia-e-series-Nokia-Hand-In-Hand


Promotion-BTL

A lot of sales and promotion happened on the internet through the official website and other auction and e-commerce websites.

Also, a website called the the-Unloader.com, a file storage and sharing site was started to sustain the waning interest in the E-series. http://adsoftheworld.com/media/online/nokia_eseries_the_unloader

Consumer Segmentation

Nokia E63 is a popular devices, appealing to a wide range of users right professionals to teen boppers, with its affordability, features, functionality and well sometimes simply because it looks "pretty". From a sample of users who

http://adsoftheworld.com/media/online/nokia_eseries_the_unloader


visited an E-63 website set up to create awareness, let out tips and tricks and troubleshoot.

India 787Australia 614United Kingdom 265United States 253Philippines 162Indonesia 90Canada 70South Africa 70Brazil 68New Zealand 63

nokia e63 - marketing management project

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