Nokia, marketing mobile phones in China.

• Main Authors: Poon, Yee Mei., Sng, Sheane., Tan, Wei Xiong.
• Other Authors: Gupta, Vivek
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Industries and labor; DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/10445
• Institution: Nanyang Technological University

This in-depth study analyzes Nokia in the context of China’s effervescent mobile internet industry and provides insights on China’s diverse consumer tastes, extensive channel networks, divergent market trends and the emergence of youth culture. Major themes discussed include Nokia’s marketing strategies in China against its competitors, Samsung, Motorola and Ningbo Bird. Analyzes will focus on Nokia’s marketing mix, namely the product, price, place and promotion. Specifically we will compare Nokia’s handset amongst its competitors. This helps Nokia identify its competitive advantages. Our recommendation details how Nokia’s handsets can better compete in the four market segments: technology enthusiasts, heavy users, fashionistas and social-life lovers. A product quality perception and price-quality matrix of the Nokia and its competitors has been analyzed. In appreciation, Nokia can identify possible product gaps and new pricing points. The extensive distribution network that Nokia operates is emphasized along different channels like service providers, modern retail and small outlets coverage. A comparison of the different promotional mediums reviewed has provided insights on how Nokia can adapt brand strategy, to enhance its brand liking, specifically in event sponsorships and celebrity endorsements.