PRODUCT PLANNING.pptx

7/30/2019 PRODUCT PLANNING.pptx

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PRESENTED BY

KOMAL SHAH

REEMA SHAH


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PRODUCT

PLANNING

Presented by

Komal shah

Reema shah

WELCOME IN NOKIA WORLD


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Nokia is a multinational communication

corporation with its headquarter in

Keilaniemi, Espoo, a city near to Finland.


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Nokia Siemens and Symbian are itssubsidiaries that produces application and

network related equipments to Nokia.

It is the worlds largest manufacturer of mobile

phones with over 132,000 employees in 120

countries, sales in more than 150 countries


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The main theme of the Nokia beingConnecting people always gives priority to

effective communication


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Stage 4 (DECLINE )Marketing Mix Implications

Product

Fewer products left in product line.

Price

If the product is to be maintained, the prices are retained. In

case of termination, prices are reduced to liquidate inventory.

Distribution

Channels are phased out gradually.

PRODUCT LIFE CYCLE OF NOKIA


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Promotion

Advertising expenditure reaches a minimum level


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Nokia: three big problems for

deposed king of mobile phones

Nokias results for Q1 2012 are in:

Nokia overall revenue is down 29%, to $9.7

Second, the dumbphone (a.k.a. Mobile Phones)

business, still Nokias largest, is now in a race to thebottom

Last, Nokias last hope: Their new Windows Phone

Smart Devices.


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NOKIA AND MICROSOFT


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Nokia announced a partnership with

Microsoft where all future Nokia smartphones

will be powered by the Windows Phone 7 .

(WP7) announced it would replace Symbian

and MeeGo with Windows Phone.

NOKIA AND MICROSOFT


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Samsung Apple

HTC

Sony Xperia

Qmobile

Sony ericsson

LG

COMPETITORS


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PRODUCT PLANNING


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Product Planning is the ongoing process of identifying and

articulating market requirements that define a products

feature set.

PRODUCT PLANNING


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Demographic: Male and female. Ages 25-50, this is the segment that

makes up 80% of the Nokia mobile phone market Segmentation Strategy

Target Market for the Nokia Mobile Phone is between 20-40 years. Who

wants to use something different. Teenagers and Business Class People.

SEGMENTATION, TARGETING & POSITIONING

GEOGRAPHIC


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Targeting Strategy. Nokia has created a distinct position in customer mind

by: Nokia Logo.

Slogan-Connecting People.Innovative Handsets with updated software's . Ex- N-series, E-series and

now X3 and X6..

Positioning Strategy Consumers Segment CONSUMERS Light Users

Medium Users Heavy Users


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Demographics, physiographic and behavioral

segmentation

Social contact seekers

Self expressionist

High-flyers (biggest segments aged between 25 to 45,

they seeking business related features)


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A good product sell itself Price Nokia uses a pricing strategy that best suits the

product .

Market Penetration- Nokia 1100.

Market Skimming- N-95 . Hence,The Strategy which was used for N-Series & E-Series was Market Skimming

PRICING STRATEGY


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It include Invest strongly in products and experiences that

make Lumia Smartphone stand out and available to more

consumers

Improve the competitiveness and profitability of its feature

phone business.

To execute this strategy, Nokia is making changes to its

management team by tapping into the strong leadership

bench at the company.

To support this period of transition, Nokia intends to improve

its operating model by significantly reducing its

Device & Services operating expenses, substantially reducing

its headcount and reducing its factory footprint

PRODUCT PLANNING


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The essential goal of a product plan should be to ensure that a product is

built that delivers some business value to a specific set of customers in

order to meet certain financial goals based upon a defined corporate

strategy.

Successive plans should increase that products effectiveness in doing so. A

product plan describes the market opportunity, profiles the target

customers, specifies pricing, identifies the financial goals, indicates the key

priorities for development and enhancement, and provides a roadmap fordelivery for at least the next four quarters

THE STRATEGIC PRODUCT PLAN


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What are the top 3 most critical challenges our company

will address this year?

In which geographic regions will we focus on selling our

products?

Will there be any changes to the sales or channel strategy?

What are the revenue and profitability expectations foreach product line?

Will there be any changes to the focus of marketing and

advertising?Are new markets or product lines being considered for the

future?

What strategic partnerships are on the horizon?

What resource changes are expected for the coming year?

KEY QUESTIONS


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What could Do???

Reposition itself

Adds more Apps

Go for Android

Enhance Quality, Price

New DesignsTo increase market share and fight off competitions

from Samsung,Apple,HTC and other smart phones

makers,

Nokia needs to reinvent, reposition itself as a serious

OS, design and innovation developer as in it did with

N97.

WHAT COULD DO???

Documents

PRODUCT PLANNING.pptx