Nokia

Project description
1. Introduction 2. Country outlook 3. Industry outlook

Project Report
Marketing strategy

4. Brand/Company marketing strategy 5. Segmentation 6. Product and attributes 7. Scope of the product 8. Business model 9. 4ps

Presented to: Sir Rana Shazif Iqbal

10. Advertisement and promotion strategy 11. Resources 12. Budget 13. Forecasted sales and profit 14. Control and implementation

2011

institute of management and sciences

Acknowledgment
First of all thanks to Allah almighty who gave us such an ability to do the work right at right time. We also want to pay our special gratitude to our mentor Sir Shazif iqbal for his continous guidance and support throughout the smester. We pay special gratitude to our parents for their support of every kind. We would like to express our gratitude to all those who gave us the possibility to complete this assignment. We want to thank the marketing department of the Institute of Management Sciences for giving us permission to commence this business plan in the first instance, to do the necessary research work and to use our ideas.

We would like to thank those all people who helped us a lot in collecting the data and those who became willing to gave their important time to us for filling our questionnaires .Help of our mentor was very much meaningful in writing this Assignment and concluding the whole business plan.

Executive summary
We are going to launch a product under the brand name Nokia. The product is going to be a universal charger which will be named as Cyber tron. The charger is going to be a portable device easy to carry and easy to use having additional features than any other charger. The product is going to be highly innovative with bundle of features like spot, memory card etc. one of the best thing about it is this that its going to be a high definition project made by Nokia which is known for its durability. We are going for two markets based on demographic and

industry profile as well as the whole situation of the markets. Product is going to be launched in Singapore at a smaller level that is soft launch to just test our product and in Pakistan we are going for mega launch in the five major cities Lahore, Islamabad, Karachi, Multan, and Faisalabad. There will be different strategies at different PLC stages further more the strategies for overcoming the rivalries and grey market process. Then we have strategies regarding launch and a detailed plan for the promotion and advertisement including CRM strategies. The project concludes with the three year sales projection and a market share forecast. Cost of the product and media budgeting is also done at the end. The project concludes with a control and implementation strategic plan.

Introduction
This project is about launching an innovative product which in this case is Cyber tron, the project involves the industry outlook along with industry outlook in the two countries Pakistan and Singapore. It also throws light on the key implementation issues and ways to mitigate them. Also includes the strategies regarding the traditional 4 ps and innovative approach in making strategies regarding each component.

About the company

Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications equipment manufacturers. It has since established a leading brand presence in many local markets, and business

has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers. Nokia provides mobile communication equipment for every major market and protocol, including GSM, CDMA, and WCDMA.

Vision strategy
Deliver shareholder value through profitable long-term growth, while continuing to play a significant and responsible role in the social, economic and environmental sectors of the country.

Mission
Our mission is to tap into the market and enhance the customer base in Pakistan and Singapore.

Country outlook
PAKISTAN

PEST analysis

Political Aspect
As far as the political situation of Pakistan is concerned the conditions are very bad. The current system is not supportive for the investment in the economy. The government is increasingly getting corrupt and is not paying attention towards the economic sector and the major example of it is the power shortage in the country. The industry has been struck hard by this non serious behavior of the government. The government is not supportive for any new investment in the country which would lead towards severe loss. As we see mostly in the history of Pakistan there had been a dictatorship for almost 3 decades so there exists a week political system which is seen by the investors as dangerous for there precious investments.

Technological Aspect

As far as the telecommunication sector is concerned it has great share in the economy and it is showing great developments in technological sectors and IT infrastructure is very well built. Due to the policies of previous government the telecom sector and mass media has greatly improvised over the years. The impact of this technological advancement is that Pakistan has the largest wimax network in the sub-continent. It has led towards the increased demands of cell phones ipads and computers. The telecommunication companies like that of Telenor, Mobilink and AlWarid have brought huge amount of investment in this sector which has put Pakistan on the way of technological advancement. The increased amount of tv channels is a clear evidence of increased development of IT infrastructure in the country. It has been observed that the local empires of Pakistan have also started to jump in this industry as a result of that we have seen local manufacturers like that of Q Mobile, Club and Trend have emerged as local brand not very successful but still surviving into the market. So the overall emerging trend regarding technology is an inclining one and also the technological know how of the people increasing through the information which is provided by the companies through the media.

Economic trends and economy

The economy of Pakistan is not that great and it has been facing severe inflation and recession since 2007, the country has been on the back foot since then and the economic and fiscal policies of the Zardaris government had led towards the further decline of the industries in Pakistan. The economic trends show that the country is going towards the betterment of the industrial segments. Different industries are trying to utilize their own resources to survive into the market. So the new companies that have entered the market are going to face problems issues regarding their survival. In the long term they will have to face issues regarding their market share because there is no room for the companies to expand their market share in Pakistan. The GDP per capita of Pakistan is 4.792 % for the year 2010. Historically we have seen that the purchasing power increases when there is a stable situation in the last decade we have seen a greater investment and the flight of capital was in ward so more and more companies were investing.

Precisely we can say that the current situation is not in great shape but the sector will show growth in the coming years and it is expected to have better trade related ties with other countries. Finally we can consider Pakistan as industry qualifier if not a winner.

Social and cultural elements

Social factors in Pakistan are a real source of inspiration for the people in this region. The society over here is the one that follows Pakistan e in vogue and it has been observed that people adapt the things mostly that are more visible. Gadget industry over here are has a reason to flourish and that is the unequal distribution of income in the society and the upper class has the access to the highly expensive gadgets and the lower class follows them and their ability to think that what product is meant for them and which is not. There exists a strong culture diversity so there will be practical implication of implementation will be faced by the company so the strategies for this purpose are considered and will be formulated accordingly to the business strategy.

Demographics
As far as the demographics are concerned Pakistan is a male dominated society and the aggregated population of Pakistan is est. (17 billion and 25 lacs). Pakistan has population which consists of 49% males and 51% of females. The majority of Pakistani population consists of youngsters that range from the age between 16-30.majority of the people in Pakistan are the ones who are using the telecom and chargeable devices. The average income of an ordinary person is 7000 rupees per month. The income distribution of Pakistan is not even the majority of the wealth of Pakistan is held by the 20% people of Pakistan and rest of them is unevenly distributed among the people over here. A large chunk of population resides in the cities and more specifically in the metropolitan cities.

Singapore

Singapore is widely acknowledged as having one of the best business environments in the world. One of the world's most competitive (Institute for Management Development World Competitiveness Yearbook), most profitable (Business Environment Risk Intelligence Report), most transparent (Transparency International Survey), with world-class intellectual property protection and enforcement (World Economic Forum Global Competitiveness Report). The presence of many leading global companies and local enterprises here is a testimony to Singapore's excellence in manufacturing and services. There are more than 7,000 MultiNational Corporations in Singapore nowadays. Singapore is an attractive and competitive manufacturing location, possessing world class capabilities in the design, development and manufacture of cutting edge products for the world. As MNCs are always looking for the most cost efficient for its investment, Singapores high labor rate loses out to other developing countries e.g. Vietnam and China. As some manufacturers have left Singapore to other countries with cheaper labor, we can see the transformation from the manufacturing activities into trading and services. In addition, by leveraging on its strength as the regional hub for services such as logistics and education, Singapore is poised to become Asia's leading services hub, providing an array of world-class services.

PEST analysis
POLITICAL/LEGAL Singapore is an enterprise friendly country. The government has set up several organizations in helping the business in a very systematic way.

Ministry of Trade and Industry (MTI)

The Ministry of Trade and Industry (MTI) has its vision to make Singapore a leading global city of talent, enterprise and innovation. Its mission is to promote economic growth and create jobs, so as to achieve higher standards of living for all. It was tasked with anticipating problems ahead, identifying opportunities for growth, rationalising existing policies and giving broad directions for the economy. The main tasks are categorized as below:-

Growing economy expanding trade developing industries fostering pro-enterprise environment

Statutory boards are semi-independent agencies that specialise in carrying out specific plans and policies of the Ministry. One of such agencies under the MTI is SPRING Singapore.

Enforcement
Singapore is a country where the enforcement units are very efficient and with very low corruption rate. The Singapore Police Force enjoys a relatively positive public image, and is credited for helping to arrest Singapore's civic unrests and lawlessness in its early years, and maintaining the low crime rate today. Another example is the taxis services where the drivers collect fares by using the meter and do not cheat the passengers. Taxis in Singapore are regulated by the Land Transport Authority. This gives the passengers especially tourist peace of mind in using taxi service. Any bad taxi service may hamper the tourism industries.

ECONOMY
The Singapore economy is an example of a vibrant free-market economy that is developing at a rapid pace1. The per-capita income of the country is the highest in ASEAN. The business sectort has been supported and strengthened by a corruption-free environment, an educated and motivated workforce, and well-established legal and financial business framework. In recent years, the Singapore government has invested heavily in diversifying the economy. This has led to growth in the tourism industry, the pharmaceutical industry with a particular focus on biotechnology, financial services, business consultation services, education, multimedia, retail and leisure, and the medical technology industry.

SOCIAL CULTURAL

Singapore is an eastern country who still follows the traditional family values, but the younger generation has started to adopt to western culture and values. As nowadays, many Singaporean have the mindset of Kia-su which means afraid of lose out to others. Many Singaporean works very hard to retain or fulfil their materialism desire. In some extent this has positively increased the nation productivities and the business sectors can expect a higher purchasing power from the consumers. On the other hand, some family and social values have to be sidelined.

Demographic Profile
The current population is about 4.8mil. Singapore ethnic mix is Chinese (75.2%), Malays (13.6%) and Indians 8.8%. Most of the Singaporean dislikes blue collar works like construction and other works in hard environment. These are considered hard and dirty works and therefore not welcome especially by the younger generation. This created the window for importing foreign workers to fill up blue collar vacancies. With the cheaper labour from neighbouring countries, the business sector has enjoyed cost saving and therefore more can be reinvested for further expansion.

Population growth rate

0.817% (2011 est.)

Age structure
0-14 years: 13.8% 15-64 years: 77% 65 years and over: 9.2% (male 338,419/female 314,704) (male 1,774,444/female 1,874,985) (male 196,101/female 242,084) (2011 est.)

TECHNOLOGY

Technology is the power behind to change our life style and improve out quality of life. Comprehensive infrastructure setup has been a fundamental attractiveness for foreign investment and local business establishment, not to mention about the IT infrastructure. Currently, the household broadband internet penetration rate has achieved more than 70%. The successive of e-commerce and eB2C model are highly relies on the broadband internet. The comprehensive IT infrastructure also has encourage MNC to setup their regional operation in Singapore. The successful of the financial and IT services business are highly rely on the state of the art IT infrastructure. On the other hand, the Singapore government is moving towards an electronic government era. Many useful resources and information are available in the relevant ministries/department or government agencies website.

CONCLUSION
As a conclusion from the factors analyzed above, we can conclude that Singapore business success in the domestic and international platforms are much benefited from its governments policies and enterprise friendly approach. Together with its common tertiary education and the hardworking and discipline of its citizen, the success of domestic business will ensure its competitiveness in the international era.

Industrial outlook

Pakistan

In Asia Pakistan telecommunication industry is flourishing at the highest rate. Customers over here are increasingly becoming adaptive to cell phone, ipad, wifi networks, digital cams etc. the Pakistan economy and government policies have led all the other industries towards decline, telecom industry is the only industry that is flourishing in Pakistan. The telecom industry is the only industry over here that is bringing foreign investment in Pakistan it is the largest industry in Pakistan at present. By the expansion of this industry not only cellular services company are entering into the market but it has created an opportunity for other IT related industries to flourish. As the product is a universal charger basically it relates to the telecom and IT industry.

Size of market growth rate long term potential

Pakistan telecom industry is the largest industry working at present and increasingly use of gadgets has made this industry highly profitable and integrated with the different sectors of the economy. Pakistan has the largest wimax network in Asia with over 30 million people in the network. As the globe is moving and we are stepping into the digital era and the way the telecom industry is prospering in Pakistan as compared to others in the region. We can say that its currently serving as a back bone industry in Pakistan.

Major product types

The products that are running into the markets these days are mostly cell phones, digital cameras etc. due to the growth and expansion of the market local manufacturing companies are also entering into the market of telecom devices for instance in the year of 2010 Q-mobiles have

entered the market of mobiles and have secured a reasonable space in the market for them selves. The market is highly volatile and day today there are new products into the market.

Porter forces

Potential entrants
The analysis of the market shows that the new entrants wont be coming into the market with a new product because as define above in the economic conditions do not provide support to the

other companies to enter into a highly volatile market specially the companies which have small customer base and brand equity. The brands like sony and Samsung wont come into such product category because those brands are not known for there durability and reliability in telecommunication products like universal charger and cell phones. These companies have positioned themselves on other competitive facts associated with their products.

Suppliers
The supply chain of Nokia in Pakistan is relatively stronger wider and more developed than any other brand in Pakistan. The company is distributing its products with the help of different franchises like that of United, MZ and Advance. These franchises provide Nokia products to the customer at there very convenience from where they can get the products very easily. In short Nokia products in Pakistan are readily accessible. As compared to Nokia the suppliers over here in Pakistan have relatively stronger. Here the company has compromised with suppliers to attain the market leadership.

Buyers
The bargaining power of the buyers is low as compare to the suppliers because the durability and reliability being a USP of Nokia product and it compels the customer on the back foot so they have to agree on the prices that suppliers and the distributors offer them.

Substitutes
As you know that there is a good potential and existing market of electronic in Pakistan. The Asias largest electronic market is located in Lahore known as hall road. As many local vendors are getting the raw material from china and assembling it over here may serve as a substitute and a threat for our product.

Rivalry

As far as the Nokia is consider in the market it is the leader in terms of market share. The industrial rivalry is not intensed because other brands have positioned themselves significantly on other attributes. All the companies are competing with one another with distinctive features that are assosiative with their product. Hence there are branded companies and as well as local vendors into the market producing Standard chargers. They can retaliate with the greater power due to having more knowledge and economies of scale with low costing.

SWOT Analysis

Strengths

Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. It is backed with the high quality and professional team in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many more profitable businesses. The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in the world. Wide range of products for all class. The re-sell value of Nokia phones are high compared to other companys product. The company has adopted a strategy of being demand driven after they have stepped in the manufacturing of smart phones. Also having flexibility in its structure with focus on customer being market oriented. They have a great experience3 with this particular market hence have developed core competences according to the market situations.

Weakness
Nokia has many strengths and some weakness. Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly. Not concern about the lower class

of the society people. Not targeting promotion towards them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good.

Opportunity
Nokia has ample opportunity to introduce a product with high quality standards that are associated with Nokia. The advantage that Nokia has over in the markey of Pakistan is that Nokia is already running a pure monopoly into the market with the widest distribution network in the country. The opportunity for Nokia over here is to tap into the market with a new branded product which is becoming need of people increasingly now a day. What we see over here is that as large as our customer base is we can increase it and take it to the next level by probing it more into the market and acquiring more customer base. Another competitive advantage to Nokia is its brand equity and its awareness level is very high. As Nokia is very well known for its durability and reliability the other competitors would not able to succeed in the market.

Threats
Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the stand of tough competition with Nokia in the field of Mobile Phones. Threats can be like providing cheap phones, new features, new style and type, good after sales service etc. So, Nokia has to keep in mind the growing competition around. Nokia has to make strategies to tackle problems in the present and the near future. The growing demand of WLL network can cause drop in sales for Nokia, as Nokia provides many less CDMA phones to the customer.

The opportunity that we see in the market is to gain new customer base. There are many universal chargers available in the market after doing market research and market sensing we come to know that none of them comes from a branded company, which means that the product is locally manufactured and has no quality standards, so we see it as an opportunity for us to probe into the market and gain more market share.

Ansoffs Model

From the market analysis and interviews with the customers we tried to negotiate with the customers that what value they get from our product and what they desire. Our marketing intelligence teams were assigned the task to conduct market surveys to probe in the feelings of the customers to gain an insight of what value can we provide them and what is the level of satisfaction with our product.

The results from the data collected by the teams showed that customers rated Nokia as far more superior brand to those available in the market in terms of reliability, durability and serviceability. The very common answer from the customers was they love Nokia because of its user friendly products. Now as referring to the model above it is evident that Nokia has a sufficient amount of share in the market. The brand awareness is relatively higher as compared to other brands in the market. It was noticed that the brand was preferred by the customers which shows that Nokia is undoubtedly the market leader in Pakistan. The stats show that there are great chances for us to expand our business roots into the Pakistani markets which are very suitable for launching a new product. In response to our existing customer desires we co created a product that was according to the needs, demands and desires of the customers and it was feasible for the company to architect a product with an innovation applied to the product because of trust of customers on the company. The competitive advantage for over here is that the trust of the customers of the company and its brand equity.

Segmentation and target markets

By looking out at the market conditions of Pakistan and the income distribution among the Pakistani nation we have decided to segment the market into three categories that are:

1. buyer usage rate 2. benefit sought 3. life style 4. demographically

The reason for segmenting the market into these categories is that we have observed that people in Pakistan are not really rationale in decision making.Through the analysis of markets and surveys we came to know that despite of an economic downfall the interest of the people in electronic devices and new innovative products have increased and the reason behind it is that customers in Pakistan are not rationale thinkers while they are purchasing the product. Another reason for these segmentations is the unequal distribution of income among the people it was observed that the high class people and the upper middle class had no affect of economic turndown and instead an increase in their purchases were observed.

1. Buyer usage rate

Buyer usage rate over here in Pakistan is quite contrasting as to its economic conditions over here apparently the nation is poor and the buying power is low but what has been observed that people are still going after the branded items even if they are expensive an example from electronic industry is that lcds are becoming quite common these days. The reason behind is that people over here have a behavior of a follower and are emotionally attached to the products and brand names, they want to be a socially accepted so they purchase products like laptops digital cameras etc just to be a part of society. The usage rate behind the electronic devices over here is increasing day by day so it is considered as prime opportunity to use the emotional attachment of the people with the product and brand it as opportunity to tap them in by the usage rate. People form all the age groups are using cell phones laptops digital cameras etc. so its is a good plat form for the company to bring a new product for these customer and increase the customer base.

2. Lifestyle
The people life style over here has been observed and it can be said that Pakistani customers are pretty much advanced these days. There are certain segments of the society that are heavily using the electronic devices like laptops palm tops etc. for instance a business man that travels from

Lahore to Islamabad on regular bases weekly and fort nightly. Traveling is part of his life style as he is a business man, so a business man needs to stay in contact with his customers, suppliers and operational management people. To communicate he/she uses a cell phone which needs to be charged during traveling. Similarly when you talk about families and teen agers of Pakistan now a days its a trend for every teenager to have all the gadgets in their bag and the families need to have these gadgets for their trips inside the country or outside. So its a part of their life to carry chargeable devices with them while they are on a trip or any occasion or even just a handout with friends specially the digital cameras and cell phones to capture their lovely moments.

3.

Demographic

Reason why we chose to segment in the market on the base of demographics was the strong attachment of teenagers and families with gadgets like digital cameras, mobile phones and Ipads. Similarly if you talk about working class and business man these gadgets are very commonly used in Pakistani society and even around the world. So, on the basis of demographics it is a very wide market.

4. Geographic segmentation
We are launching in the five mega cities of Pakistan and a soft launch is going to take place in Singapore as our operational hub is going to be in Singapore.

Singapore Segmentation
As we are just doing a soft launch in Singapore which is our operational hub we are going to adopt a quite similar strategy for segmentation like we did for Pakistan because the trend of gadgets is almost similar around the world. As our major concentration is on launch the product in Pakistan.

Focus Group The focus group for the company is teenagers.

Company marketing strategy

Value chain process

We are going to adopt porters value chain model so that the communication and Networking system becomes strong and effective. The primary activities or more precisely we can say the marketing functional activities will act as a foundation for creating and delivering value to the customer. It will include our inbound logistics for supplies and operations for the proper functioning of the business. Outbound logistics will deal with the delivery network of our product. Marketing and sales activities will directly augment our value proposition and communicating the whole value at the same time. After sale services will also help us to create long-term value for the customer and for the whole process there will be a margin of modification. Supporting activities which include the extensive production and delivery infrastructure that will be managed through the people provided by HR and by using the technology making the t business to run smoothly. This entire process is aimed at increasing our customer perceived value and satisfaction.

Entering strategy

Internal orientation
In regard to the entering strategies we are going to focus on product strategy as it will be a new an innovative solution to the customers problem and it will help us to tap into the desired market through gap analysis. Further pricing being a driving factor will also be a component of entry strategy and it will signal our above said value based pricing.

External orientation
We want to be perceived as more customer oriented so we will link the product to the customer in such a distinctive way that appeals them emotionally and satisfy them rationally. We are going to associate the customers with the product to give them the feeling that they own the product.

That is the very reason that our R&D department and CRM had worked into the field along with the customers to co create the value that develops the synergy between customer wants and desires, so that we can transform their desires into tangible products.

Feasibility
Our product is innovative and a one time solution to diverse problems of the customers we will go for manufacturing in a new country that is china because Nokia has already its manufacturing units based at china. There is low cost of manufacturing and flexibility of the manufacturing systems that could help us in the near future to meet the varying needs of the customer. Further more transportation cost will be low and inventory handling cost will be also very low because Nokia already has its established supply chain network which serves as the distinctive capability of the Nokia foundation. As Nokia is already producing in china so there will be no legal issues by authorities. Due to massive investment of Nokia in china government is also supportive.

Market coverage

It will be partial market coverage as identified through the market segmentation and target audience. The practical implication for this will be over lapping, over exposure and under exposure. The market coverage will be specifically designed to clearly communicate the product to the target market segment. The selected segments will be reached by avoiding the above said implications.

4 ps

Product
universal, spot, and memory holder named as cybert-ron. The product is a universal charger and has a combination of unique attributes that are not yet introduced into the market. The charger comes with a combination of unique attributes that are designed in accordance to demands and needs of the target market. The product is a convenience product that helps people to charge their portable devices anywhere and at any time. We have standardize the product and the packaging system to achieve the economy of Scale.

The product has combination of following features:

Memory card with flash lite

The memory card feature is added up to provide convenience to the costumers and to provide them with a digital back up of their contacts, pictures etc. This will help the customers to get rid of those thick and bulky diaries that they maintain for their contacts time they dont need to make a back up for pictures every time instead customers have a back up of their memorable moments while adventure birthdays and other special events at hand. The aim of this feature is to take people out of Dark Age and reduce the amount time they waste in maintaining those diaries. This is digital era which is very fast and the modern way of life now a days demands optimization of the time. This is very convenient for the customer to use the product feature what they have to do is just connect the charger with the cell phone digital cameras etc.

Portable charger:
The main feature of the product is portability and its capacity to charge different devices simultaneously. The product holds key feature that it can charge any kind of cell phone digital cameras ipads.etc. The aim of this feature in the product is to provide convenience to the customer to charge his/her cell digital camera, ipad etc with ease even when he/she is travelling.

For instance if a customer is travelling and while his or her journey cell phones battery goes out he cant wait to reach a destination and charge his or her device. In the surveys we asked people how they feel when their battery goes out while they are travelling or are in certain occasion the reply was pretty much the same as we expected the people said that they feel embarrassed and helpless under such situations. So the product is specially designed to get people out of fix under such circumstances and to provide them with the product which is going to be a solution for this particular problem.

Spot
As an additional feature we have added a spot that is personal satellite tracker which is basically used by the tourists, hunters or oceanologists. The basic aim behind using the spot is to provide assistance to the people to locate themselves where they are and incase where they are in some sort of trouble.

Pricing strategy
As far as the pricing strategy is concerned we are going to charge the price against the value that we are offering to the customer. We have studied trends and the economies GDP per capita etc which has helped us in determining the price. The price of the product is not going to be high to premium but it will have different price in different regions.

Pricing in Pakistan
Pakistan comes into the second world countries. The economic conditions are not very good and stable because people in Pakistan are earning not more than 10,000 per month which is an average estimate of the total population. As it is told above that in Pakistan we have segmented the customers on the basis of life style, buyer usage rate and benefit sought so the people that fall

in these three categories use different digital and portable devices, and these target market segments have sufficient buying power and are interested in purchasing the product. The price of the product in Pakistan will be Rs: 1099.

People
We are going to develop a CRM strategy for our spot services. A team will be hired and trained specially to take care of the customer care of the services which we are providing in our product cyber tron. These people will monitor and control the services of the spot provided by the company in its universal charger commonly known as tracker now days. Later on we will take it into tracking system which is provided by many other companies called car tracker which are very expensive in the market. As we will start working on this it will be very cheap just like as you see in other western countries in every car similarly it will happen in Pakistan when we will enter into the market with our spot services into car tracking system. This is going to be another opportunity for Nokia in Pakistan after the SBU of universal charger becomes profit less.

Positioning

Attributes and benefits and price and quality

The nature of the product is such that it can be only position on the basis of its attributes and its benefits that it gives to the consumers. The product is going to be position in such a way that it is going to improve the life of the customers. As it is discussed above that the product is co creative with the customers upon their feedback. This communication between the company and the customers is going to serve as abridge for the long-term relationship between both the parties and will create win win situation both as benefit for customer and profit for the company. Price is set according to the value we are providing to the customer and its willingness to pay for it. When people talk about Nokia they go for its quality, reliability and durability, they dont bargain for the price.

Strategy towards PLC stages

Introduction Product focus & benefits

Growth Product association & satisfaction

Maturity Evolution of product & multiple use

Decline Dispose of business unit.

Penetrating pricing Strong promotion & customer tracking

Premium pricing Relationship building & reminder promotion

Premium price Discounts and & promotion of new feature Reducing lead time & increase agility

Selective distribution

Intensive distribution

Strategy for channel distribution

We will be using the same distribution channels of Nokia for the delivery of the product because Nokia has nurtured its logistic system as its competitive capability, so thats we decided to go for the same channel distribution of Nokia. For future we will be going for extensive distribution where we will tap in new distribution channels for example ( super stores, cash and carry etc) and this strategy will be for both the countries.

How to overcome grey market process

The extensive features which we have added in our product like spot will decrease the threat of grey market or a fake product in the market as we have the intellectual property rights and also it will be difficult by the competitors to replicate this feature or even the product and thats the reason why we are going with a strong brand like Nokia.

Promotional strategy
Our promotional strategy will be aimed at educating the customers about the product and its originality. To make them aware of the availability of the product in the market and to make sure that people remember the product under the brand name of noika. It will be country restricted where we will modify our promotional mix and strategy for both the markets.

IMC plan for Pakistan

We are going to use advertisement from the imc tools because it is suitable for the product and our strategy. To promote the product we are going to sponsor the events which are meant for our target market.

Communication process

The specific plan for communicating with customers is follow in a brief form. It specifies the various components and how we are going to use them.

a) Source: company b) Encode: in the form of TV ads,pictures etc c) Message: USP, brand name, features d) Noise: clutter ,perceptions e) Decode: selective perception, retention and attention (in our favour). f) Receiver: the target market g) Feedback :feedback in terms of sales and customer satisfaction and loyalty.

Media Plan for Pakistan

Media

vehicle

frequency

Time/ space

News paper

The Nation, Dawn

2 ads/ weak for 1 month

Second to cover page

Magazine

Style, page 3, Sunday

(once a month) for 3 months

Middle pages

TV channels

Aag, Geo,Mtv, The muzik

3 ads a day

PT & LPT

Outdoor

Flyers,Billboards,Monkey bars

For 1 month

Internet

Google, Face book, Yahoo

100,000 clicks

Media plan for Singapore

Media

vehicle

frequency

Time/ space

News paper

2 Local news papers

2 ads/ weak for 1 month

Second to cover page

Magazine

electronic magazine and catalogs (once a month) for 3 months

Middle pages

TV channels

1 news channel, 2 music channels

3 ads a day

PT & LPT For 1 month

Outdoor

Flyers,Billboards,Monkey bars, road shows, fare & exibition

Forecasting and Projections:

Cost/unit
Manufacturing cost Operations cost Marketing cost Total 700 250 50 1000

3 Year Sales Projections

Percentage of Cities Lahore Faisalabad Multan Population 9,000,000 2800000 1900000 Prospects 4950000 1540000 1045000 Targets 1485000 462000 313500 population 16.5 16.5 16.5

Karachi Islamabd Singapore Total

16000000 650000 18000000 48,350,000

8800000 357500 9900000 26592500

2640000 107250 2970000 7977750

16.5 16.5 16.5

Market Share
Projected customer Share Optimistic Normal Pessisimistic 19% 17% 15% base 9186500 8219500 7252500 Sales 1009596350 0 9033230500 7970497500 COGS 9186500000 8219500000 7252500000 Profit 90946350 0 81373050 0 71799750 0

Budget
Advertisment
Duration Slot T.v Geo Aag MTV The Muzik Total Magezines Style Page3 Sunday (Daily time) Total Monthly Monthly Weekly 1 1 4 20000 20000 25000 20000 20000 100000 140000 PT PT LPT PT & LPT (sec) 50 50 50 50 Quantity Rate 5 5 5 5 947917 1204167 230000 206700 Cost 4739585 6020835 1150000 1033500 1294392 0

Newspapaer Dawn The Nation Total 1500000 Billboard Hordings Internert Monkey bars Miscellenous 3 800 100000 1000 0 200 0.86 120 Daily Daily 8 8 4000 3800 32000 30400 62400 4500000 0 160000 86000 120000 50000 5856232 Grand Total 0

Time frame and resources

As far as the resources are concerned that will be provided by Nokia including capital, human resource. Prediction, facilities, Operational systems, logistics and all these will be readily available on demand.

PLC Stage Introduction Growth

Strategy Product focus Customer linking

Expected Duration 6 months 36 months

Maturity Decline

Evolution of product Dispose off SBU

24 months 6 months

Control and implementation

A special task force comprising of marketing director and the sub ordinates will be constituted to look after the brand and to take the corrective and preventive actions. This team will hold a meeting fortnightly with sub-ordinates and monthly meeting with the top management. Brand audit will be commenced semi annually to check the performance of the brand. This will help us to configure the problems and issues internally and externally. It will also help us to calculate the ROI. A key indicator for overall SBU.