Nokia's marketing mix has worked very well until recently as the market they are aiming at has become more and more saturated and after looking at all the mobile phone sales figures, it looks as if the phone companies can aim at this same youth market for about another 2 years until they need to change, but they should change sooner so they can start making a bigger profit and get a head start on the competition who will also have to change the market they are aiming at.
PRICE
The phones that Nokia produce are usually sold at high prices.The price of the new phones usually decreases after an introductory period, which is usually around 2 months long. Nokia's prices are usually competitor based, in such a way as, they try to keep their prices a bit lower then those of the closest competitors, but not as low as the "smallest" competition as consumers do not mind paying the extra money for the "extra quality“ they will receive with a well known brand, such as Nokia.
Place...
Nokia phones are generally sold at all established mobile phone dealerships, although they are also sold at other retailers. The products are only sold in the electrical suppliers and stores other then dedicated phone dealerships after the introductory period so the phones can remain limited edition, as this will encourage younger consumers to buy them.
Promotions
Nokia tend to promote the new technologies and mobile devices they create using one big advertising campaign that focuses on a singular technology instead of each individual handset so they can appeal to a lot of different markets with one campaign.
Product
Nokia phones tend to include all the latest technology and a lot of the consumers favourite aspects. When the phones came out they were big and bulky and quite unattractive but now they are all quite sleek and stylish with phones now getting small enough to fit in the palm of your hand as standard. Most of the phones produced nowadays have accessories that consumers must buy with them (carry cases, hands free kits and in-car chargers) these generate Nokia a lot of profit, as they are very high priced.
….MY OPINION….
Product
The phones will continue to be of a high quality, but will not be as technologically advanced as the recent phones that have been released. The phones will be easier to use and carry the less advanced technology with WAP being the most advanced feature available in the new range of phones that will be released. My opinion that most of the people aged 40+ were technophobes or wanted mobile technology to be easier to use if they were going to purchase a mobile phone.
Price
If the technology released with the phones is not as advanced, the price does not need to be as high as the prices of the phones in the market at the moment, as less money is being spent on product development and the phones wont cost as much to produce, there is no need to keep the prices so high.
…Place
Nokia phones will continue to be sold at the main communications outlets (Nokia Priority). But will also be sold at the three main counter is Malang Plaza, Sarinah and Tiga Putra this where new target market do the majority of shopping at these outlets, it would be an excellent place to sell phones as there is also with competition distributing their products in these locations.
Promotion
Print adverts should be placed in magazines and newspapers where the target market will see them.The most popular newspapers such as JAWA POS, GADIS, BAZZAR,etc.
Nokia should continue to place poster adverts in places that will be viewed by a massive selection of people (such as Malang Plaza, Sarinah and other popular shopping centres).
Nokia use television and internet to advertise the product.
NOKIA USE PUSH and PULL Marketing Strategy
PUSH Strategy…
- NOKIA promote their products via NOKIA Priority and retailers such as counter in Malang Plaza, Sarinah, Tiga Putra and small counter in other place.
- Personal selling n trade promotion
…PULL Strategy
- NOKIA use magazine and newspaper to advertise the product
- Nokia should continue to place poster adverts in places that will be viewed by a massive selection of people
- Nokia use television and internet to advertise the product.
This is a good strategy because this is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
Another Strategy…Make brochur of NOKIA
I think this is a good marketing strategy because can make many people know about NOKIA.
