The product is the centre of the marketing mix and the other three P's are based around it. Consumers purchase goods and services for a variety of individual reasons and a company must be aware of all of these when selling a product (that is why they conduct market research). Nokia does exactly the same and comes up with innovative phones almost every six months. The new phones that Nokia launches have some new feature or price difference, thus appealing to the consumer. Sometimes, Nokia launches special and limited editions of its mobile phones, on special occasions such as the Olympics. In short they offer phones of great variety with various designs and high quality. •
Variety: In every series of Nokia there are large numbers of sets thus large variety. .e.g. entry level include 1200, 1208, 1100, 1110, 1110i, 1112 etc. •
Quality: Nokia gains brand personality and market shares because of its quality. •
Design: Nokia sets are of various design such as Flip sets , Flat sets, Slide sets , Sets with rotating Camera etc •
Features: Each set of Nokia has its own features. The models of Nokia are based on features. •
Brand name: Brand name is written on each set.
Packaging: On packaging of Nokia set detail information about the set is given and packing is made attractive by picture. Each set has its own booklet with information about its features. Price:-
Price is a key factor in the selling of a product, and is usually the one that is open to the most change based on different pricing strategies, for example, competitor based, penetration or skimming. The three main factors affecting the amount charged for a product or service, are; the cost of production, customer demand and competition. Since its entry into Indian mobile market in 1995, it focused on manufacturing of mobile handsets based on GSM technology. Nokia built a strong brand image with focused marketing and distribution network. It started focusing on the low-cost mobile phone segment for rural markets in India, but, faced stiff competition from Sony Ericsson, Samsung, and Motorola who also started offering low-cost handsets. Nokia has come up with the perfect prices for each and every consumer segment in the market. A lower middle-class person can go for a Nokia 1200 costing around Rs. 1200 while an executive can opt for N-96 costing around Rs. 33,000. •
Nokia has a reasonable price for every series.
Price is listed on every packing
Nokia also offer cash allowances:
By buying 1200 and 1208 get 50Rs
75Rs on buying 1650
100 Rs on buying 2630 and 3110
200 and 250 Rs on buying 6300 and 5310
This refers to the chosen outlets for a product or service, for a product to be very successful it must be easy to access, Nokia mobile phones are very easy to access nowadays, they are sold in supermarkets, Nokia Priority, Nokia Care and specialized outlets (e.g. The Mobile Store). •
Channels: Nokia > Distributer > Whole seller > Retailer > Customer •
Coverage: Nokia is widely available all over Pakistan
Distributer: Nokia main distributers are I2, United mobiles, Mobile zone and Advance telecom. Nokia mobiles are mostly available through every mobile outlet.
This involves providing information to the customer over a variety of media platforms, using radio, television and print advertising as well as using other promotional tools such as "money off deals" and "free giveaways". The advertisements that Nokia comes up with are very successful in targeting the customers in a consumer market. The advertisements are made in such a way that it appeals to the psychology of the consumer. They also have various sale promotion schemes like offering discounts on special occasions and giving free gifts along with a purchase of a mobile phone. •
Though TV , Sign boards , Bill boards , Radio and Newspaper 2.
Broachers , Posters ,Dummies and display stands
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