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A brief analysis of the marketing strategy of Nokia
With the highly and fast development of our country’s economy, mobile phones have become necessities of daily life and no longer luxuries. Of all the brands, Nokia has ranked top of the world. Well, others, like Motorola, Sony Ericsson, Siemens, or even other small brands perform actively as well. Nokia have to take efficient measures to deal with fierce and prosperous competition of mobile phones market. These days, Nokia pays plenty of attention to boosting their marketing competitiveness, which is always considered as a combination of gradual study, innovation and accumulation of companies in order to achieve marketing competition advantage.
At present mobile phone market, the integration between different industries has been very obvious. Faced with such pressure of market competition, the strength of competitors continue to strengthen, some kind of technological innovation improving the modeling process can only lead within a short time, and will soon be imitated. It is difficult to maintain the leading position, therefore, Nokia selected the way that product lines cover all segments of the market. According to distinct user preferences, Nokia brought about a variety of configurations to meet the individual needs of consumers, by introducing a series of products that suits people of quite different ages. Each model has a distinct personality content, as well as a clear market positioning.
From constant injection of new technologies to the mobile phone to mobile highly appreciated keyboard design, Nokia's products have always been keeping in the renovation. Nokia contents a large scale of fields, ranging from research to product, end-to-infrastructure, from the full range of technology solutions to the field. Meanwhile, Nokia also has a dedicated research and development for the production of market information gathering network.
Nokia has more than 300 staffs in China directly under the marketing department, collecting various data and information on the market every day, passing them to the different market analysis team for analysis and research. This ensures a clear understanding of their local market, characteristics of consumer demands and consumption practices, production of marketable products. Nokia's product line covers the low end to high-end in almost all markets, with its product position being very clear. A listing of the new machine will set the machine a price that can be accepted by the consumer groups. From 365 to 13,800, it is able to meet the needs of consumers at different levels. Therefore, its mobile phone products’ range points are very clear - high-end machines, midrange, low-end machine. In the global market, Nokia selectively uses pricing strategies for certain products to effectively stabilize the market share.
Nokia attract consumers and create consumer group by pointing around the convenient features, fashion and other topics boldly with emotional elements to, and also used the following approach to sales promotion: signing contracts with movie products, taking the advantage of stars, describing their spirits.
Maximizing the reduction of channel distance, reducing channel operating costs and improving product flow and cash flow are also key measures of many mobile phone manufacturers, including Nokia, to win the market.
Different companies have different ways of promotion, but mostly the whole release,
without paying attention to continuity, which gives the impression of sudden introduction of new products, but few will pay attention to one individual. Nokia makes difference for different products to attract the publicity, rarely do the whole style of the launch, thereby reducing the lateral association effect, and the addition of new products and existing products, vertical effects, and thus boost the interest groups of the corresponding.
Reflecting the same theme in different products, personalized and differentiated giving emotional benefits to consumers, the Nokia brand and the consumers themselves taste good together, allowing consumers to buy Nokia mobile phones as a way of life.
Taking into account the different products under the same brand are full of self-color, bound to blur the brand positioning, brand personality in order not to weaken the Nokia brand core values should be taken under the command of a single product personalized communication strategies, namely, single-product musical personality, under a unified concept in the core personality. In the same theme, different form of expression explains the different products, giving each product a distinct personality.
China is Nokia's main strategic markets, research and innovation base. From 2004, Nokia mobile phones with its rich and innovative products, in-depth localization strategies, successful channel construction, and increasing brand loyalty, won the first place in China's overall mobile phone market. In the continuous exploration and innovation, globalization and the mode of operation will be combined with Chinese characteristics, the management process, the Nokia brand in China's rising power, status as a good employer to attract a lot of good for local talents.Nokia as a good corporate citizen, continue to contribute to China's development.
A brief analysis of the marketing strategy of Nokia
