Question

Nokia takes four-lane road to consumers.NEW DELHI: After having grabbed a king-size 79% share of the Rs 15,000-crore mobile handset market in India, Nokia India has found a new way ofconnecting peopleThe mobile handset manufacturer has embarked upon a brand new retailstrategy that is based on a classification of its consumers into four majorgroups that separates people in terms of usage, income level and lifestyle.The classification is based on an extensive survey – the Nokia SegmentationStudy — that was carried over two years involving 42,000 consumers from 16countries. It studied the impact lifestyle choices and attitudes have on themobile devices consumers buy and how they use them.The strategy, which was announced globally in June last year, is beingunfolded in India now. While the nitty-gritty of the new strategy is still beingworked out, it is likely that the company would follow separate marketingstrategies for the four different segments. The advertising campaigns could bedifferent for the segments.Nokia’s entire product portfolio has now been re-aligned towards these fourgroups to address the specific needs of each. The first of these segments Live,aimed a first time users whose basic need is to stay in touch with voice as themain driver, would have basic handsets low on features and price.“These may be functional phones but the target group for these phonesrange from SEC C (low socio-economic class) to SEC A1+ (very high socioeconomicclass) markets,” says Nokia India marketing head Devinder Kishore.The second segment Connect looks at more evolved users who look for morefunctionality and features and connectivity. Accordingly, phones in thissegment would have GPRS, camera and music capabilities.The next two categories, Achieve and Explore, are aimed at high-end usersand have Nokia’s top-end handsets. For example, Achieve segment looks atenterprise users who need to have business functionalities in their phones.Nokia’s new E-series has been put under this segment with handsets havingQWERTY keyboards and full Internet capabilities.Aimed at high-end lifestyle users, Explore would be the most prominentsegment for the company in the coming years. Says Nokia India multimediabusiness director Vineet Taneja, “This segment would see the most vibrantgrowth in the coming year. It will look at five different areas – applications,imaging, mobile TV, music and gaming. We are fast developing the ecosystemto support these areas.”Nokia acquired music solution and content provider LoudEye and GPSsolution provider Gate5. It is all slated to launch its most high-profile handset,which boasts of having a 5 mega pixel camera and GPS capabilities apart fromiPod quality music, in February.Says Taneja, “There is increasing demand for convergence and multiplefunctionalities in high-end handsets. The N-series will try to address that.” Nokiafeels that the new platform strategy wherein different handsets are launchedunder a platform, like the N-Series, will become a status and style statementand drive numbers.Questions1. Identify the four market segments that Nokia plans to address as per thenews report above.2. What is the basis of classification of the market used by the company?3. What do you mean by realignment of product portfolio? Illustrate this fromthe case above.4. Identify the points that can be highlighted in marketing campaigns foreach segment.5. What are the different considerations in the mind of consumers of eachsegment while purchasing mobile phones as given in the above case?

Answer 1

Answer:

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Answer 2

Nokia's Market Survey

1. Four market segments that Nokia wants to address are (A) Live, (B)Connect (C)Achieve and (D)Explore.
2. The basis of classification as per the company is to separate the people in the market into three consumer groups and to device individual strategy as per the needs. The three bases are Usage, Income level, and Lifestyle.  
3. The realignment of product portfolio is to change the products in the sales funnel as per the needs of the market and consumers. By means of classifying demands, individual market penetration becomes easier.  
4. Points to be highlighted in Marketing Campaigns for the four segments are as follows:        

(A) Live - Phones as Phones. One and only for the purpose of calls.              (B)Connect - Phones and Music. One more added feature than Live           (C)Achieve - Business in your pockets. Useful for businesses           (D)Explore. - Life in your pockets. Fully-loaded mobiles.  

      5. Considerations in each classification:  

(A) Live - Only calls, for hassle-free and naive people.    

(B)Connect - An edge over Live ones. To attract the next category     whose inclination is more towards music      

(C)Achieve - Making work seamless and easy.      

(D)Explore. - Connecting people with the entire world.

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