Cover Page

Prof. Chandan Chatterjee

Marketing Diary Product: Nokia E63 Sneha Padmanabhan

Snehas Marketing Diary

Symbiosis Institute of Media and Communication, Pune

Marketing Management
-Prof. Chandan Chatterjee

Marketing Diary

Submitted By: Sneha Padmanabhan 132 MBA Section B Batch 2011-13

Snehas Marketing Diary

Contents
Cover Page................................................................................................................... 1 Contents....................................................................................................................... 3 Core Marketing Concepts..............................................................................................4 Product Insights............................................................................................................ 5 Perceived Customer Value............................................................................................6 Creating Customer Value..............................................................................................7 Competition Map...........................................................................................................8 Product Offering............................................................................................................9 New Product Development.........................................................................................9 Product Hierarchy...................................................................................................... 9 Product Mix.............................................................................................................. 10 Product Life Cycle.......................................................................................................11 Brand & Brand Equity..................................................................................................12 Pricing........................................................................................................................13 Industry, Firm & Product Pricing...............................................................................13 Promotions.................................................................................................................. 14 Promotion-ATL.........................................................................................................15 Promotion-BTL......................................................................................................... 16 Consumer Segmentation.............................................................................................16

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Core Marketing Concepts

I need to communicate! I want a phone! I demand an E63!

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Product Insights
Product Description
Product Name Brand Category Nokia E63 Nokia E-Series Business Phones/Smart Phones Launch Date 13th November, 2008 The Nokia E63 is a new proposition for E-Series - a messaging device where people will be just as involved in their social network as they are in their business network. People use E-Series to access their corporate mail, review their calendar and work in their business network, so the Nokia E63 still includes Wi-Fi connectivity, easy access to Mail for Exchange and dedicated key access to contacts, calendar and email. Soren Petersen, Senior Vice President, Nokia Europe

Product Specifications & Features

Quad-band EGSM 850/900/1800/1900, WCDMA 900/2100 Full QWERTY keyboard Symbian phone with full Ovi Store access High quality 2.36 inches QVGA display with the resolution of 320 x 240 pixels Two customizable home screen modes to set based on your need Protect your memory card and device using device lock future Dedicated NaviTMKey will help you to scroll the web pages faster Powered with BP-4L 1500 mAh Li-Po battery. Talk time up to 11 hours and standby up to 18 days. Music play back time up to 18 hours 110MB Dynamic internal memory and expandable up to 8 GB through microSD memory card Dedicated one touch keys for home, calender, contacts and email Supports for CSD, HSCSD, GPRS, Edge, WCDMA, WLAN data networks included with TCP/IP support, IETF SIP and 3GPP Included with Nokia maps application, Nokia browser and Nokia mobile search 2.0 megapixel camera (1600 x 1200 pixels) with digital zoom and LED flash Video recording file formats are .mp4, .3gp; codecs: H.263, MPEG-4 VSP Supported Video playback file formats are .Flash Lite 3, mp4, .3gp; codecs: H.263, MPEG-4 VSP Available in 3 colours (Ultramarine Blue, Ruby Red, Black) Dimensions are 113 x 59 x 13 mm with the weight of 126 grams

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Perceived Customer Value

The elements of value are specific to each customer and I have enlisted the value I perceived when purchasing my phone.

Customer Perceived Value

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Creating Customer Value

The creation of customer value is the manifestation of value within the core concepts of marketing using basic the basic marketing tools. Create; Communicate and Deliver constitute the CCD, which is core to the definition of marketing. The 4Ps i.e. Product, Price, Promotion and Place which are tools of marketing that help create, communicate and deliver value.

Create Value
New features like the mode switch and the gripper design along with others create tremendous value

Communic ate Value

The design of the product communicates sturdiness along with class

Deliver Value
Delivers the ability to communicate across telephone, message and internet platforms and switch between personal & professional modes Makes the product available to a different economic class of audience

One of the cheapest phones in the category of business phones offered

Defines itself as a differentiator in the class and communicates value for money

A mobile cover included as a freebie with your phone is how promotion can add value The availability of Nokia Priority dealers in all cities and other parts of the country creates value for the customer

The objective of promotion is to communicate value, e.g. through a TVC

The convenience of access a Nokia Priority centre delivers value.

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Competition Map
The primary business of Nokia is telecommunication equipment and the industry can be termed as the cell phone industry. To be specific to the chosen product Nokia E63 it is the smartphone segment of this industry. The competitors, direct and indirect can be defined as per the features of the product offering.

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Product Offering
Products, which could be either goods or services, are the basis of the marketing function. The product offering may be a new concept or an existing one in the product system or base of the company.

New Product Development

Most new product development is an improvement on existing products. Less than 10% of products are totally new concepts. Nokia already had a series of phones providing e-mail, internet and other smart phone functions when it developed the E-series. Also E71 and E72 were the models from which the E-series line began. These metal-bodied phones were positioned as business phones in the price range of Rs. 20-23,000. The E63, with a plastic body was developed much later at a significantly lesser price point to cater to a segment of customers looking for a business phone at an economical rate.

Product Hierarchy

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Product Mix

NOKIA E-SERIES
Product Mix is the assortment of products the company offers to the market in a particular product type. Width: How many different product lines are offered? Here, although the product line is technically business phones, we a work with the assumption that Nokia E-Series is the product line in consideration. Hence, Width = 1. Depth: The number of variants offered in a product line The number of variants of the E-series will constitute the depth of the product mix. As per the Nokia website there are 8 variants of E-series viz. E71, E72, E75, E63, E66, E51, E52 and E55. Hence, in this case, Depth = 8. Length: The number of items in the product mix The total number of items in the product mix i.e. the number of SKUs, including colour variations etc. constitutes the length of the product mix. Below are enlisted a few variations of the different models in E-series and hence we can derive that the length of the Nokia E-series product mix is 11+ Below is the diagram of the product mix of Nokia E-series

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Product Life Cycle

The Nokia E-Series was positioned as a Blackberry-Killer in the Business Phone market. But with the advances in technology there came several Smartphones that gained over the E63 while serving the same purpose. Hence Business Phones as a category died out with the Nokia E-Series and they now forced to compete in the league of Smartphones. Smartphones would ideally be iPhone, Nokia N-Series etc. But now the Nokia ESeries, Palm Treo and the likes have been pushed to compete in the Smartphone category.

Product/Brand Life Cycle of Nokia E-Series

Nokia E-Series Nokia N-Series

Introductio n

Growth

Maturity

Decline

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Brand & Brand Equity

Nokia: Brand is Everything

The brand strategy of Nokia in general is tightly linked to the business strategy, design, production and distribution. Nokia Corporation is an extremely well established and trusted brand in the cellular phone manufacturing market. As per a survey conducted by the Economic Times it has come out on the top for the last three years and is still among the top 10 most trusted brands in the world in 2011. The E-series branding is inextricably linked to the parent brand itself. Nokia treats a phone as concept, not a product. They focus on the emotion and personality to differentiate products. Nokia Connecting People
o

Nokia has added a human element in the branding of technology. Transferring the epithet of acting as a connector and using it as a

Snehas Marketing Diary verb gives the brand a human touch. Nokia enhances the quality of peoples lives by connecting people.

While technology continues to be a key source of added value, I would like to emphasize that effective marketing and the strength of the Nokia brand creates an increasing portion of the added value. - Jorma Ollila

The Nokia Way: Long-term thinking pays off 1991 decided on one brand: Nokia 1992 established 4 primary goals: telecom-oriented, focused, global and value-added 1993 began serious brand building with long-term global commitment: Downplay technological aspects Emphasize the human role of connecting people Localize

1996 goal: leadership in the most attractive global telecom segments 1999 claims 70% of the profit in mobile phone category Nokia branded the E-series specifically as business phones with a focus on email. Owing to its design focus Nokia used the slogan Designed for the way we work.

Pricing
Industry, Firm & Product Pricing
Smart phones are generally priced very high and the E-series phones were in the 20-2300 range. Nokia has fairly competitive prices for its products but since the general range of smartphones is high the Nokia prices also follow. E63 was specifically designed to be lower on cost with all the features of its more expensive siblings. Specific changes were made in the design to suit the price shift. The product was introduced in the market at Rs 13,500. ILC and Pricing

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Rs 13,500 Intro

Rs. 12000 Growth

Rs 9000 Maturity

Rs 7,500 Decline

Promotions
The integrated marketing approach (IMC) involves sending the same promotional message across channels and to reach the consumer through every possible means. IMC is more life style marketing where the consumers lifestyle is used to determine the possible touch points for the campaign.

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Promotion-ATL

Several posters, bill boards were put up at various locations completing the conserve of ATL marketing. There were no TVCs made for promotion of specific phones in the E-series, but a generic TVC for Nokia E-series was made by JWT Delhi. (http://www.bestadsontv.com/ad/30175/Nokia-e-series-Nokia-Hand-In-Hand)

Typical to their style Nokia has blended the consumer with the product to create a unique identity. The ads which are executed in India by ad agency JWT, rely on a copy that stresses on the consumers identity borne out of certain key features of the product in question. In the E-series ad, the proposition is How we respond is who we are.

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Promotion-BTL

A lot of sales and promotion happened on the internet through the official website and other auction and e-commerce websites. Also, a website called the the-Unloader.com, a file storage and sharing site was started to sustain the waning interest in the E-series.
http://adsoftheworld.com/media/online/nokia_eseries_the_unloader

Consumer Segmentation
Nokia E63 is a popular devices, appealing to a wide range of users right professionals to teen boppers, with its affordability, features, functionality and well sometimes simply because it looks "pretty". From a sample of users who

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