Description
The objective of presentation is to compares strategy of apple iphone and nokia N96 in India and reasons of failure of iphone in indian market.
iPhone-How Apple got its strategy wrong in India
iPhone
Nokia N96
Company: Company: •A line of Internet and multimedia•A smartphone in the Nseries range of enabled smartphones marketed by Apple. products by Nokia. Collaborators: •Retail outlets of specific operators like Airtel and Vodafone. Collaborators: •A long-term distribution strategy with HCL Infocomm to set up exclusive retail outlets that sell handsets and services directly to consumers in India. Customers: •High-end users, marketed specifically to business users, corporate class, and the steady mix of such with musical inclinations. Competitors: Samsung version of the iPhone, RIM BlackBerry Storm model, Google Inc. upcoming Android mobile.
Customers: •High-end users, from a college student to a businessman.
Competitors: Samsung version of the iPhone, RIM BlackBerry Storm model, Google Inc. upcoming Android mobile.
Context: •In 2008, India was an emerging market for high-end mobile phones. • Internet was becoming increasingly widespread, 3G to be rolled out.
Context: •About 90% of all GSM & CDMA subscribers in India in 2008 were prepaid customers.
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Target Customers: High-end users, marketed specifically to business users, corporate class, and the steady mix of such with musical inclinations. Target market for the Nokia N96 mobile phone is between ages 20-40 Value Proposition: Competitively priced below iPhone at Rs 36000. A high quality mobile phone with many special features, most of them into entertainment Both physical and virtual product designed to be easy to use Good quality sound and allows more than 24 hours music playback One of the earliest phones in India to have WiFi connectivity as well as the ability to connect to third-generation networks
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The campaign for the N96 began three days before the iPhone's arrival. Competitively priced below iPhone at Rs 36000. Youtube videos such as Symbian-Freak, Symbiatch increased N96 hype which was a part of Nokia’s viral marketing. Product slogan "videonlineverywhere" and "now everything joins up“. Launched a pre-booking scheme, offering consumers the opportunity to secure the device early. Digital marketing strategy was a mixture of permission marketing and customer led positioning.
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Target Customers:
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High-end users, college students and businessmen. Target market for the iPhone is between ages 1550
Value Proposition:
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It wanted to throw open the App Store to the Indian market. Promoted itself using ‘3G’ in the name promising faster browsing speeds and downloads. GPS feature was something new to the market. Single-touch interface with smooth-suave drag touch capability. A phone over and iPod feeling generated for existing users.
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Texting or SMS was popular in India which wasn’t easy using touchscreens and iPhone didn’t provide the SMS forwarding facility. No Video Recording Mobile internet usage was still small compared to PC internet usage and the backbone for the iPhone Web Apps were heavily data driven. Indians, who have the habit of changing their service providers often didn’t like the tying up of a phone with a service provider. iPhone’s failure to project it’s USP, It does not provide any irresistible reason for people to buy the device.
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Apple never saw India as a market. Though they hoped to sell 10 million pieces worldwide, only 50,000 were shipped to India. At $800, the gadget was expensive and Indian consumers were well aware that the iPhone was selling in the US for $199, but Apple made no attempt to explain the sizable cost difference. When the iPhone can be purchased at lower prize from overseas, the iPhone crazed people tend to buy it from their friends abroad, which also makes some serious dent in the sales figures in India. The iPhone service providers in India (Airtel and Vodafone) didn’t have much expertise in the retail sector of mobile phones. They restricted the mobile sales to their outlets limiting the availability. Also these companies didn’t have much experience in pitching aggressively to the potential customers in this section.
doc_220143481.pptx
The objective of presentation is to compares strategy of apple iphone and nokia N96 in India and reasons of failure of iphone in indian market.
iPhone-How Apple got its strategy wrong in India
iPhone
Nokia N96
Company: Company: •A line of Internet and multimedia•A smartphone in the Nseries range of enabled smartphones marketed by Apple. products by Nokia. Collaborators: •Retail outlets of specific operators like Airtel and Vodafone. Collaborators: •A long-term distribution strategy with HCL Infocomm to set up exclusive retail outlets that sell handsets and services directly to consumers in India. Customers: •High-end users, marketed specifically to business users, corporate class, and the steady mix of such with musical inclinations. Competitors: Samsung version of the iPhone, RIM BlackBerry Storm model, Google Inc. upcoming Android mobile.
Customers: •High-end users, from a college student to a businessman.
Competitors: Samsung version of the iPhone, RIM BlackBerry Storm model, Google Inc. upcoming Android mobile.
Context: •In 2008, India was an emerging market for high-end mobile phones. • Internet was becoming increasingly widespread, 3G to be rolled out.
Context: •About 90% of all GSM & CDMA subscribers in India in 2008 were prepaid customers.
? ?
?
Target Customers: High-end users, marketed specifically to business users, corporate class, and the steady mix of such with musical inclinations. Target market for the Nokia N96 mobile phone is between ages 20-40 Value Proposition: Competitively priced below iPhone at Rs 36000. A high quality mobile phone with many special features, most of them into entertainment Both physical and virtual product designed to be easy to use Good quality sound and allows more than 24 hours music playback One of the earliest phones in India to have WiFi connectivity as well as the ability to connect to third-generation networks
? ? ?
? ?
?
?
? ?
?
?
?
The campaign for the N96 began three days before the iPhone's arrival. Competitively priced below iPhone at Rs 36000. Youtube videos such as Symbian-Freak, Symbiatch increased N96 hype which was a part of Nokia’s viral marketing. Product slogan "videonlineverywhere" and "now everything joins up“. Launched a pre-booking scheme, offering consumers the opportunity to secure the device early. Digital marketing strategy was a mixture of permission marketing and customer led positioning.
?
Target Customers:
? ?
High-end users, college students and businessmen. Target market for the iPhone is between ages 1550
Value Proposition:
?
?
?
? ? ?
It wanted to throw open the App Store to the Indian market. Promoted itself using ‘3G’ in the name promising faster browsing speeds and downloads. GPS feature was something new to the market. Single-touch interface with smooth-suave drag touch capability. A phone over and iPod feeling generated for existing users.
?
?
?
?
?
Texting or SMS was popular in India which wasn’t easy using touchscreens and iPhone didn’t provide the SMS forwarding facility. No Video Recording Mobile internet usage was still small compared to PC internet usage and the backbone for the iPhone Web Apps were heavily data driven. Indians, who have the habit of changing their service providers often didn’t like the tying up of a phone with a service provider. iPhone’s failure to project it’s USP, It does not provide any irresistible reason for people to buy the device.
?
?
?
?
Apple never saw India as a market. Though they hoped to sell 10 million pieces worldwide, only 50,000 were shipped to India. At $800, the gadget was expensive and Indian consumers were well aware that the iPhone was selling in the US for $199, but Apple made no attempt to explain the sizable cost difference. When the iPhone can be purchased at lower prize from overseas, the iPhone crazed people tend to buy it from their friends abroad, which also makes some serious dent in the sales figures in India. The iPhone service providers in India (Airtel and Vodafone) didn’t have much expertise in the retail sector of mobile phones. They restricted the mobile sales to their outlets limiting the availability. Also these companies didn’t have much experience in pitching aggressively to the potential customers in this section.
doc_220143481.pptx