Submitted to: Sir Anis Hassaan Zuberi

Submitted by: Quratulain Riaz

Submission date: 7-march-2006

Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations.

To conduct the segmentation of nokia I am using the lifestyle and psychographic basis. And the descriptors of segmentation are:

Activities Interests Opinions

The segmentation of Nokia is conducted on the basis of price. The price ranges are as follows:

1000 – 5000 5000 – 9000 9000 – 15000 15000 – 21000 21000 - 30000 30000 - above

Range 1: (1000 – 5000) Workers and laborers

Nokia 1650: Rs 3,750 Nokia 1200: Rs 2,400 Nokia 1208: Rs 3,000 Nokia 2610: Rs 3,950 Nokia 2626: Rs 4,100 Nokia 2310: Rs 3,650 Nokia 1112: Rs 2,800 Nokia 1600: Rs 3,050 Nokia 1110i: Rs 2625 Nokia 3110: Rs 4750

Features:

The nokia phones falling in this range are mostly used by the manual workers because they cannot afford a high price mobile phone.

Some students also use cell phone from this range as they have the fear of snatch of mobile phone.

Mobile phones falling in this category are simple phones who only meet the purpose of messaging and calling. These phones do not have additional features such as camera, blue tooth or infra red.

The only feature available in this phone is FM radio, which is most preferred by laborers, security and watch men.

Activities: These people are mostly laborers, plumbers, security guards and watchman. They work in places like factories, construction sites and houses etc. They have hobbies like listening to radio. They have no other special hobby as they

don’t get spare time for themselves. They only celebrate events like Eid Ramzan and weddings. They don’t have any vacations as they belong to the lower class who works day and

night to earn money. They work to on daily and hourly basis. They cannot afford any special entertainment but the only entertainment available to

them within their range is FM radio. They have no club memberships They only shop for things that are essential and required for daily use.

Interests:

They have big families. They live in areas like lyari, lalokheth and landhi etc.

They work in factories, construction site and are not well paid. They often work on daily or hourly basis.

The only recreation facility available to them is zoological garden, small parks and seaside.

They don’t follow any fashion. They don’t spend money on hoteling.

Opinion:

They are not concerned about themselves; their only priority is their family. They tend to act very emotionally towards social issues. They trust their leaders

blindly. They are not sure about their future so they tend to live in present and think only

about the present. They are strong followers of the culture. They pass their cultural values to their

ancestors and give great importance to them.

Range2: (5000 – 9000) middle managers

Nokia 2630; Rs 6250 Nokia 6080; Rs 5800 Nokia 6070; Rs 5350 Nokia 6020; Rs 5850 Nokia 7360; Rs 7050 Nokia 3110 Classic; Rs 8100

Features:

The main users of this segment are middle managers because they have limited and average salary and cannot afford to spend it on unnecessary expenses.

They do not keep mobile for show off purpose. The core feature of this segment is Audio Video Player, FM Radio Camera, EDGE,

GPRS and Expandable Memory. This segment offers up to maximum 3 hours of talk time. The need to remain in connection with internet, this segment offers EDGE

connectivity so they can faster access information, including emails or news clips. With the VGA camera, users can capture special moments with images and video

clips or connect to their colleagues using push to talk technology. Affordable, business tool for any occasion.

Activities: They are mostly middle managers in factories and offices. They earn a reasonable amount of money which is limited and spent on their

personal and daily use. They spend most of their time surfing on internet. They are part of parties and dinners organized by friends or in offices. They tend to

spend their free and leisure time with their friends on dinner. They like to spend their vacations in their home. They do not go out of the city for

vacations as they want to relax and get a break from office work. For entertaining themselves, they go out with friends on dinners and parties. They

like to watch movies and internet surfing is also common. They go out on places like Tariq road, Sadder etc to shop for themselves. Most of

their salaries are spent on their personal use. Cricket and games like FIFA are of their major interest.

Interests: They are the earning members of their family but their salaries are spent mostly on

their personal use. They go out to eat at places like bundoo khan, KFC, McDonalds. They are moderate followers of fashion. They tend to adopt fashion which are in

their range and suitable to them.

Opinions: They are self oriented, spend their salary on themselves. They are confident are have

a strong belief in themselves. They are not politically loyal to any specific group neither are they affected by the

political movements of the group. The have a strong focus on the work they are doing. They are highly determined and

focused about their work. They have education of bachelors or bcom degree. Their main focus is on their future development. They are always thinking about

profit maximization. They want to achieve success in short time. They are not strong followers of culture.

Range 3: (9000 – 15000) university students

Nokia 5200; Rs 9400 Nokia 6151; Rs 9750 Nokia 7610; Rs 10150 Nokia 6111; Rs 10500 Nokia E50; Rs 11350 Nokia 6230i; Rs 11350 Nokia 6131; Rs 11700 Nokia 5300; Rs 11900 Nokia 7500 Prism; Rs 12000 Nokia 6233; Rs 12300 Nokia 6300; Rs 12650 Nokia N72; Rs 13500 Nokia E62; Rs 13200 Nokia 7373; Rs 13500 Nokia 6120 Classic; Rs 14900

Features: The cell phones falling in this range are mostly used and popular in university or

college students. These cells have a stylish look and have all the essential features such as Audio

Video Player, FM Radio, Bluetooth, Camera, EDGE, GPRS and Expandable Memory.

They are popular among this group because they have high resolution mega pixel camera, they like to click photos of family and friends and they want to save their memories.

They have high memory, so they can download songs videos and share it with their friends.

They are stylish phones usually used to show off their personality and attitudes.

Activities: These students spend most of their time in universities and their friends. They like to keep these cell phones to show off and to give impression about their

status. Their main hobby is to sleep, watch movies, listening to music, going out with

friends and partying. They are active members of societies made in universities and college. Their main source of entertainment is internet, they like net surfing, chatting and

orkutting and watching movies. They are fashion conscious and shop from places like dolmen mall, forum etc. They play internet games and cricket.

Interests:

The university students have high level affiliation for their friends. They spend less time with their families due to their busy schedules.

They do not have any job as they are studying, they sometimes do internships. They go out to places like arena, millennium mall and snooker clubs etc. They are most fashion conscious people; they adapt themselves with the latest

fashion. They like to eat junk food. They go out to hoteling on regular basis, pizzas, burgers,

tikkas are their favorites.

Opinion: They are the most self confident people, they like to be popular and recognized. They have social issues like conflict between friends, disagreement with family or

parents on various issues. For e.g. spending nights at friends place and coming to home at late hours.

They use foreign products of high quality which shows status and image. They are care free and do not spend time worrying about their future. They are less culture oriented. They easily adapt to western culture.

Range 4: (15000 – 21000) music lovers/ high memory

Nokia N70 Music Edition; Rs 16000 Nokia 5310; Rs 16400 Nokia 6288; Rs 16750 Nokia 3250 (1GB);Rs 16750 Nokia 7390; Rs 17300 Nokia 5700; Rs 18400 Nokia E51i; Rs 20000 Nokia N73; Rs 20000 Nokia 5610; Rs 20500

Features: This segment contains cell phones for music lovers. These mobile phones are specifically optimized for entertainment, music and games. These Music phones offer dedicated music or gaming keys, expanded memory, large

LCD screen and extended battery performance to provide quick and easy access to entertainment content.

These phone offers up to 18 hours of music playback, memory for up to 3,000 songs on an optional 4GB microSD card and dedicated music keys.

Activities: They like to listen to music and download songs from the GPRS. They download

movies and share it with their friends. They like to take part in music events such as concerts or functions. They spend their vacations surfing on net, watching TV and listening to music. They are most fashion conscious people; they are trend followers and like to adopt

fashion that is most popular and unique. They go out for shopping at places like forum, dolmen, and millennium mall. They like to play games on their mobile phones.

Interests: Their social circle includes people who are also interested in music and movies. For entertainment purpose, they go out to concerts and attend various functions They are the most fashion conscious people. They spend their pocket money on

buying products that show attitude and their image. They are fond of eating pizzas, burgers, donuts etc.

Opinions: They are highly confident and are mostly wannabe’s. They have social issues of recognition and self esteem. They use high quality products that show off their image.

They look themselves as future singer and their main focus is on becoming another singing idol.

They are most weak followers of culture. They easily adopt western culture. And forget their cultural values.

Range 5: (21000 – 30000) communicator/ high and young business people

o Nokia E65; Rs 21300o Nokia N73 Music Edition; Rs 21500 o Nokia E61; Rs 22500o Nokia 9300i; Rs 22700o Nokia E70; Rs 22700o Nokia 6500 slider; Rs 23300o Nokia 7900 Prism; Rs 23250o Nokia E61i; Rs 25950o Nokia N76; Rs 26800 o Nokia N81; Rs 27200

Features:

Young and energetic business men fall into this category of age 30 – 40. These people are young and adapt new changes quickly. They are busy most of the time so they want quick solutions for their problems They want easy access to everything. They like challenging and new things. The cell phones falling in this category are business phones including

communicators and high memory storage phones. These phones enable to connect the business people to one another. They have a lot

of storage space and connect to GPRS anywhere. They can take their office work with them and can even download heavy files.

Activities: They are young business people who are business oriented. The have most emphasis

on achieving their targets in the shortest means time. Their hobbies are surfing on internet and finding out knowledge about latest

technology etc. They attend business meetings and business ceremonies. They go out to foreign countries for vacation as they want to spend some time away

from work and relax. They member of various clubs such as Karachi club, country creek club, golf club

etc. They buy foreign products and shop from foreign country. They mostly buy branded

products. They play sports such as golf and yachting etc.

Interests: They have small and growing families.

They have houses in posh and popular areas. They are future oriented and tend to maximize profits. They are very conscious about their diet. They go out to dinner on restaurants like

bar b Q tonite and hotels like PC, AVARI etc.

Opinions: They are future oriented their main emphasis is on profit maximization. They give less importance to political issues. They are highly concerned about the economic conditions in the country. They use high quality and branded products.

Range6: (30000 - above) educated politician

o Nokia N95; Rs 36750o Nokia N93i; Rs 39750 o Nokia 8600; Rs 41000o Nokia N82; Rs 44300o Nokia N95i; Rs 44300o Nokia E90; Rs 49700o Nokia 8800; Rs 50800

Features:

It is both a mobile phone and media player rolled into one. Similar as the N95 and G600, the candy bar N82 is packed with lots of advanced function and features such as HSDPA, Bluetooth 2.0 with A2DP, Wi-Fi, integrated GPS, FM radio, microSD and TV-out.

Activities: The segment using these cell phones are mostly educated politician. Their hobbies are hunting, horse riding, clubbing and yachting. They spend their vacations in foreign countries. They have membership in Karachi club, creek club etc. They shop from foreign countries and mostly buy expensive and branded products.

Interests: They have small families and usually they are mostly less family oriented, they

spend less time with their families. They live in highly posh areas such as Defence and Clifton etc. They have highly reputed ranks in the society. They go out to clubs and for horse riding, golfing etc. They buy products that are branded and most expensive. They like to eat continental, Chinese and Italian foods. They take high interest in media. They keep themselves up to date with the latest

news related to politics, business and society. They are economically and financially well-off. They get education from foreign countries and also send their children abroad for

higher education.

They are not concerned or followers of their culture. They change themselves as the society progresses and trend changes.