Upload
priya-rajendran
View
948
Download
0
Embed Size (px)
DESCRIPTION
class case let presentation on Nokia 1100
Citation preview
Team10
Jegadeesan
Priyatharesini R
Sriram BSK
Uthra G
Vivekh K 04/09/231
Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
#
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
#
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
04/09/234Nokia 1100 - Case Study-Thiagarajar School of Management
#
Experimentation Advertising Sales productivityPricing
04/09/235Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
04/09/236Nokia 1100 - Case Study-Thiagarajar School of Management
#
Research InstrumentsLaddering:
AttributesConsumption consequencesPersonal values
Word association:What comes to mind when we hear of Nokia
brand or Nokia 1100
04/09/237Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
04/09/238Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
04/09/239Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
04/09/2310Nokia 1100 - Case Study-Thiagarajar School of Management
#
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
04/09/2311Nokia 1100 - Case Study-Thiagarajar School of Management
#
Referenceswww.writework.comwww.slideshare.net/janchip/nokia-open-stu
dios-presentation
www.nottingham.ac.uk
04/09/2312Nokia 1100 - Case Study-Thiagarajar School of Management
#04/09/2313Nokia 1100 - Case Study-Thiagarajar School of Management