Introduction
Marketing concept takes a huge part in the business development as it was the process of executing and planning of the conception, the promotion, the pricing, and the distribution of the goods and the services in exchange to the individual’s satisfaction (American Marketing Association). The marketing cannot be completed without the 4 P’s which are the huge part of the marketing process. These are the product, the place, the pricing and the promotions (Donald, 1996). This marketing concept plays an important role in the development of the business and through its diversification.
Nokia Corporation Marketing Concepts
Nokia Corporation (Nokia) is the world’s primary and main manufacturer of mobile devices. The company is headquartered in Finland which concentrates on the telecommunication development. The company focuses on the product marketing and to its development. The research for the further improvement is also doing by the the company so that it will generate customers. The company is also offering a solutions as well as services in the network operators, offers equipments, corporations and service providers. Their mobile phone which is its primary products connects its consumers in the provision of mobile voice as well as data capabilities.
Nokia’s Application of Marketing Concept
Nokia knows the needs that will satisfy its customers. Part of the marketing strategy of the company is giving solutions to its consumers on its demand regarding the mobile services they need not just in home but also in their business and to the other aspect of their lives (Nokia Corporation).
Currently, the Nokia had released it new innovation of the series of mobile phones which are called the N-series. This is to fulfill its mission of becoming the ultimate manufacturer of converged mobile devices which offers music players with cameras and high speed internet access that can be use in the business services. According, the Tapio Hedman, the Vice-President of the multimedia marketing, that the advantage of these digital channels are not only for the purpose of communication but also as the establishment of the Nseries particularly the N95 to be the major brand of its own right.
In order to accelerate the purchasing cycle as well as to divert the versatility of the mobile phones, the company decided to have something different in their products as part of the marketing strategy of the company. This Nseries product will definitely be something new and something different compare to the past mobile phone units. This had resulted to be the sixth biggest brand in the world; this is according to the 2006 Interbrand survey. The company also explores the more high tech gadgets as the mp3, the camera, the video graphs and the multimedia. But, the company doesn’t stop there and it has still the planned of moving forward and meet the expectations of not just the company but also its consumers.
Market Segmentation
Nokia is regionally segmented for the whole part of the world that will reach every division of the part of the world including the rural area \s that can enjoy the Nokia products and services. The company focuses its products on the family of the GSM including the radio technologies, the multi access capabilities and the internet protocol network. The company offers its products worldwide to their distributors, operators, and corporate customers and to the independent retailers. The company has its operations in the Middle East, China, Europe, Africa, in the Asia-Pacific, in Latin America and in the North America. It has also collaborated itself to the Avaya, Inc. for its delivery and for enterprise.
Market Targeting
Through the consistent releasing if the new units of the mobile phones with different services and difference feature, the company has its target market that expected to support the kind of products and services. The company is very optimistic that their new line of products will going to support by the target market as the sports enthusiast persons for the sports services that the phone is offering. To the specified fashion fanatic for the latest trend and for the updated fashion design suitable for every their daily lives. The music driven consumers segment is also the company top target market due to the music service that the new products have offering. Including in the said music services are the radio, the mp3, the XpressMusic, and the music player.
The Market Positioning - Product
The product of the Nokia goes to the high end quality controls to give its client high tech and quality worth of a product. Including in the top-end devices of the company is the new release number of unit which is considered safe and has the quality of the materials as well as the design and together its features. Mobile phones accessories as the headset, the memory card and its features as the camera and video were some of the clients want in their mobile phones. To be able to keep abreast to the faster world, it is much important to determine the updated phones so that the company will also be up to date and cannot overcome by its competitors.
The Market Positioning - Price
In cooperation of the local mobile operators, the company offers a solution which was designed for the low cost of the ownership and the providing affordable mobile phones. In this manner, though the products offers a wide range of high tech features, the company maintains its prices in order for the consumers can afford the said products. These strategic prices that the company is offering will benefit not only the consumers but also the company itself due to the affordable prices in their service that their company is offering. In this regard, the company will accommodate and can enhance to its consumers a good quality the products with an affordable prices.
Market Positioning - Place
Through the plan of diversifying its products and its services, the company offers its business in the United States, Venezuela, in India, Brazil, Indonesia and to the other parts of the world which focus on the establishments of the of the luxury mobile phones, as well as the communication products. In this manner, the products and the service of the company will be well-known all throughout the world. Furthermore, upon diversification the company will expect to come up for the ample income return. In this manner, the company also merged and shared its products to the other service provider company as the Awenu to have a strong team building for the promotions and for the continuous providing high quality services to its consumers. Then, these companies will provide a technology as well as the services that will allow the brands and the products to execute, to plan, to create, measures, and to optimize the mobile advertisements worldwide. Regarding this team-up, the products will go to be a high end by providing its consumers a media sharing solution as well as the organizations of the shared photos.
Market Positioning - Promotions
There are many promotions that the company is doing in order for them to have a market. Advertisements are the first thing that the company had done. These advertisements can be through the television, to the newspapers, to the radio, to the prints and to the others as the posters. Some of the advertisements are the worldwide promotions in order for the consumer to know and the latest trends in the field of the mobile phones. Promos are also the strategy of the company in order to enhance the consumers. Distribution of these products also to the other part of the world will help for the promotions and to the knowledge of the consumers in the other part of the world. Providing the quality services and the high technology products is the bet for the promotions because the consumers will determine the quality of the products the special and unique features they will have in the said products.
The demand of the consumers had pushed the company in pursuing its plan to serve its consumers for the services they want and they need. Since communication is the ultimate way of transaction whether formal or in the business sector or the informal one as the family and the friendly communication. Regarding this, it will obviously determined that the mobile is part of every people for whatever reason that is the Nokia is always and never stop in giving quality services and updating its products for the benefit of the its consumers.
Findings
For the past generations, the mobile phones have been evolved with different features and with different use. In this regard, Nokia goes with flow of the said betterment. The company continues to improved its products and its services and diversify its business also in he part of the world. In this diversification the company’s product had been well known all over the world and had been supported by the people due to its functions that it can do to the people. For the many high tech gadgets out there, it cannot be denied that the mobile is still the primary needs and wants of the people due to the fact that it handy and it can be use for the business transactions. The releasing of the mobile phone also is such a huge decision due to the competition occurring in the market. But, the Nokia Corporation maintains its mission of serving the people and giving them the high tech products in affordable prices. Since Nokia is one the world’s largest mobile device company and it had happened due to the ample strategic management marketing that had been practiced in the company.
Recommendations
Being on the peak of the success of the company, there should have had no recommendation can suggest but to continue serving the other people by providing a quality of services and giving them the satisfaction they had to get in pursuing this vision. It was indeed the company’s pride to have been on top and maintaining the quality of the services is still the best key of any business. Since, the products are the mobile phones, then it is much important to keep the products in up to date due to the evolvement happened in the future. Apart from that, the company should also have to hear every consumer’s feedback regarding the services they are offering and the diversification should be done so that the services can reach up to the other part of the world that will satisfy the consumers’ demand so that its mission can come true that Nokia – CONNECTING PEOPLE.
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