team 10 nokia case

Team10

Jegadeesan

Priyatharesini R

Sriram BSK

Uthra G

Vivekh K 04/09/231

Nokia 1100 - Case Study-Thiagarajar School of Management

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Success AttributesMade 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 friendlinessBrand buildingUniversal charger for all

handsetsFirst to introduce mobile

game downloading

The Desi appeal04/09/232

Nokia 1100 - Case Study-Thiagarajar School of Management

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Other Data Collection Methods

Focus GroupExperimentation Observation – Field trials

Instruments for market researchladderingprojective technique or word associationDash board

04/09/233Nokia 1100 - Case Study-Thiagarajar School of Management

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Focus GroupNokia 1100 a related variant of 1101This could give some insight about

expectations and could further developThough it represents a few in the

population


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Experimentation Advertising Sales productivityPricing


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ObservationsField 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


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Research InstrumentsLaddering:

AttributesConsumption consequencesPersonal values

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

brand or Nokia 1100


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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


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Overcoming barriers through market researchIn 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 FM’s led to the

inclusion of this facility in it’s handsetMade SRK as brand ambassador then


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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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Conclusion There is a strong brand preferenceBrand conscious but not brand loyalFeatures of the handset believed to be a

driving forceLow 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


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Referenceswww.writework.comwww.slideshare.net/janchip/nokia-open-stu

dios-presentation

www.nottingham.ac.uk


#04/09/2313Nokia 1100 - Case Study-Thiagarajar School of Management