Description
Its market position and current market trends vis a vis the new competitors.
INTRODUCTION
• Increase in uses of mobile phones
• Regular introduction of phones with new features in
• • • • • • •
the market by various companies Intense competition with increase in the number of market players Market share of various market players in India ‘09-10: Nokia – 64% to 52.2% Samsung – 10 to17.4 Micromax – 0 to 4.1% Karbonn – 0 to 3% LG – 4.5 to 5.9%
STP
? Segmentation
? 4 groups: ? Live – First time users ? Connect - More evolved users ? Achieve – High end users ? Explore – High lifestyle users
CONTINUED
• Targeting
? Rural population - lower end ? Urban population – between ages 20-40 ? Business class
? Positioning
? Connecting people – Caters to all segments
OBJECTIVES
? To analyze the market positioning of Nokia in India
? To evaluate the reasons of the declining market share
of Nokia in India ? To assess the effect of perception of people while purchasing a mobile phone in general and Nokia especially
RESEARCH METHODOLOGY
• Population - Urban youth
• Sample size - 255 • Sources: ? Primary – Surveys conducted online and in person ? Secondary – Various websites
Age Group of Respondents
% of Respondents
13-17 9% 35-42 13%
25-34 22%
18-24 56%
Gender Profile of Respondents
% of Respondents
Female 27%
Male 73%
What amount are you willing to spend on a new handset?
Which phone are you using currently?
How would you rate the importance of appearance?
How do you find NOKIA phone’s appearance?
How would you rate the importance of technology?
How do you find NOKIA’s technology?
Which Brand comes to your mind when you think about dual sim phone? % of respondents
40 35 30 25 20 15 10 5 0
Tick against the OS you feel is better in smartphone category
How would you rate the importance of durability?
How would you rate the durability of NOKIA phones?
How would you rate the importance of other features (like gaming, IM)?
How would you rate the other features (like gaming, IM) in NOKIA phones?
Will I Buy Nokia on my next purchase?
OBSERVATIONS
? India’s largest cellular company
? Low on technology ? Has high durability
? Late to capture dual sim market
? Lacks innovation and not rated high on appearance ? Samsung, Motorola, Sony Ericsson are using Google
Android which is more popular than Symbian ? Equal number of people in favour of and against buying Nokia
RECOMMENDATIONS
• Launch more dual SIM phones and improve its
•
• ?
• •
marketing strategies for them Come up with either Android or some other comparable Operating System More attractive designs By introducing low prices and a little innovation, the company can improve its market Eg-Instant Messaging services Bring more innovations in appearance, technology and introduce better features to attract people
doc_119346439.pptx
Its market position and current market trends vis a vis the new competitors.
INTRODUCTION
• Increase in uses of mobile phones
• Regular introduction of phones with new features in
• • • • • • •
the market by various companies Intense competition with increase in the number of market players Market share of various market players in India ‘09-10: Nokia – 64% to 52.2% Samsung – 10 to17.4 Micromax – 0 to 4.1% Karbonn – 0 to 3% LG – 4.5 to 5.9%
STP
? Segmentation
? 4 groups: ? Live – First time users ? Connect - More evolved users ? Achieve – High end users ? Explore – High lifestyle users
CONTINUED
• Targeting
? Rural population - lower end ? Urban population – between ages 20-40 ? Business class
? Positioning
? Connecting people – Caters to all segments
OBJECTIVES
? To analyze the market positioning of Nokia in India
? To evaluate the reasons of the declining market share
of Nokia in India ? To assess the effect of perception of people while purchasing a mobile phone in general and Nokia especially
RESEARCH METHODOLOGY
• Population - Urban youth
• Sample size - 255 • Sources: ? Primary – Surveys conducted online and in person ? Secondary – Various websites
Age Group of Respondents
% of Respondents
13-17 9% 35-42 13%
25-34 22%
18-24 56%
Gender Profile of Respondents
% of Respondents
Female 27%
Male 73%
What amount are you willing to spend on a new handset?
Which phone are you using currently?
How would you rate the importance of appearance?
How do you find NOKIA phone’s appearance?
How would you rate the importance of technology?
How do you find NOKIA’s technology?
Which Brand comes to your mind when you think about dual sim phone? % of respondents
40 35 30 25 20 15 10 5 0
Tick against the OS you feel is better in smartphone category
How would you rate the importance of durability?
How would you rate the durability of NOKIA phones?
How would you rate the importance of other features (like gaming, IM)?
How would you rate the other features (like gaming, IM) in NOKIA phones?
Will I Buy Nokia on my next purchase?
OBSERVATIONS
? India’s largest cellular company
? Low on technology ? Has high durability
? Late to capture dual sim market
? Lacks innovation and not rated high on appearance ? Samsung, Motorola, Sony Ericsson are using Google
Android which is more popular than Symbian ? Equal number of people in favour of and against buying Nokia
RECOMMENDATIONS
• Launch more dual SIM phones and improve its
•
• ?
• •
marketing strategies for them Come up with either Android or some other comparable Operating System More attractive designs By introducing low prices and a little innovation, the company can improve its market Eg-Instant Messaging services Bring more innovations in appearance, technology and introduce better features to attract people
doc_119346439.pptx