Nokia, marketing mobile phones in China.
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 strate...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10445 |
| _version_ | 1826120925226991616 |
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| author | Poon, Yee Mei. Sng, Sheane. Tan, Wei Xiong. |
| author2 | Gupta, Vivek |
| author_facet | Gupta, Vivek Poon, Yee Mei. Sng, Sheane. Tan, Wei Xiong. |
| author_sort | Poon, Yee Mei. |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T05:24:24Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/10445 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T05:24:24Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/104452023-05-19T05:44:57Z Nokia, marketing mobile phones in China. Poon, Yee Mei. Sng, Sheane. Tan, Wei Xiong. Gupta, Vivek Nanyang Business School DRNTU::Business::Industries and labor DRNTU::Business::Marketing 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. 2008-09-24T07:43:43Z 2008-09-24T07:43:43Z 2007 2007 Final Year Project (FYP) http://hdl.handle.net/10356/10445 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Industries and labor DRNTU::Business::Marketing Poon, Yee Mei. Sng, Sheane. Tan, Wei Xiong. Nokia, marketing mobile phones in China. |
| title | Nokia, marketing mobile phones in China. |
| title_full | Nokia, marketing mobile phones in China. |
| title_fullStr | Nokia, marketing mobile phones in China. |
| title_full_unstemmed | Nokia, marketing mobile phones in China. |
| title_short | Nokia, marketing mobile phones in China. |
| title_sort | nokia marketing mobile phones in china |
| topic | DRNTU::Business::Industries and labor DRNTU::Business::Marketing |
| url | http://hdl.handle.net/10356/10445 |
| work_keys_str_mv | AT poonyeemei nokiamarketingmobilephonesinchina AT sngsheane nokiamarketingmobilephonesinchina AT tanweixiong nokiamarketingmobilephonesinchina |