Scribd Logo
Încărcați

Bine ați venit la Scribd!

  • Marketing Strategies

    Încărcat de

    prasadapeksha
    23 vizualizări14 pagini
    The marketing strategy document discusses the components and importance of developing a comprehensive marketing strategy. A marketing strategy integrates an organization's goals, policies, and actions to provide a foundation for developing tactical plans to help the organization achieve its mission effectively. The key components of a marketing strategy outlined in the document are goals, product/market focus, value proposition, and core activities.

    Descriere originală:

    Drepturi de autor

    © Attribution Non-Commercial (BY-NC)

    Formate disponibile

    PPT, PDF, TXT sau citiți online pe Scribd

    Vi se pare util acest document?

    Este necorespunzător acest conținut?

    Raportați acest document
    The marketing strategy document discusses the components and importance of developing a comprehensive marketing strategy. A marketing strategy integrates an organization's goals, policies, and actions to provide a foundation for developing tactical plans to help the organization achieve its mission effectively. The key components of a marketing strategy outlined in the document are goals, product/market focus, value proposition, and core activities.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    23 vizualizări14 pagini

    Marketing Strategies

    Încărcat de

    prasadapeksha
    The marketing strategy document discusses the components and importance of developing a comprehensive marketing strategy. A marketing strategy integrates an organization's goals, policies, and actions to provide a foundation for developing tactical plans to help the organization achieve its mission effectively. The key components of a marketing strategy outlined in the document are goals, product/market focus, value proposition, and core activities.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 14

    Marketing Strategy

     The fundamental groundwork of marketing plans


    designed to reach marketing objectives.
     Integrate an organization's marketing goals, policies,
    and action sequences into a cohesive whole.
     It helps provide a foundation from which a tactical
    plan is developed which helps the organization to
    carry out its mission effectively and efficiently
    Components of a Marketing Strategy
    Goals: What does the business propose to achieve? What
    are its aims with respect to growth, profitability, and risk?
     
    Product Market Focus: What are the products and/or
    services that the business plans to sell, and to what specific
    markets?
     
    Value Proposition: How does the business intend to
    attract customers? What benefits constitute its "offer" or
    "value proposition" in the marketplace? The value
    proposition is an edge a company have over competitors.
     
    Core Activities: What are the primary value-adding
    activities that the business intends to perform and how dies
    it intend to perform them?
                                                                                                                                  

                                                                       
    Nokia in India
     Nokia entered the Indian market in 1994
     The first ever GSM call in India was made on a Nokia 2110
    mobile phone
     The telecom policies were not conducive to the growth of the
    mobile phone industry
     Face tough competition from other powerful global players like
    Motorola, Sony, Siemens and Ericsson
    Brand Platform

    User Friendly

    Trust

    Friendship
    The Nokia Edge

     launch of concept stores


     Range of Nokia handsets, mobile enhancements and
    accessories, ring tones, graphics, games, software and
    exclusive Nokia merchandise made sure the brand got top of
    the mind recall
     Advertisements, focused on features like Indian language
    inputs, colour screen, camera phone, one touch button for FM
    radio or MP3 players.
     Sub-branding and segregating its phones using functionality
    and pricing as key parameters - N-series and E-series
    Positioning through product attributes

    Innovative technology with human touch


    Simplicity of complex design
    Features enable utility

    Phone shape = Curvy


    Large display screen= & easy to hold
    Eye into the soul

    Interchangeable
    faceplates
    Soft key touch
    pads= Friendliness
    Brand Personality
     Friendly, Young, Reliable ,Versatile, Quick, Vibrant

     Nokia - lending personality to products

     Individual products - generic brand personality

     Only numeric descriptors are used for the products


    Nokia’s Identity

    User Friendly
    Robust
    Innovation
    Ease of Maintenance
    Brand Image
     Ease of navigation
    CONSUMER PERCEPTION OF NOKIA

     Reliable, Durable
    13%

    40%
     Innovative 20%

     Pervasive 27%

    User-friendly
    Durable
    Popular
    Innovation
    Purchase queue
     Needs – Requirement, Psychological

     Choice – Brand image, Variety, Functionality

     Decision – Cost, Peer influence

     Purchase
    DLF IPL Impact

     Nokia tied up with KKR as their presenting sponsor for IPL.


     Highest recall after DLF IPL.
     360 degree approach towards marketing and consumer
    initiatives.
     Consumers buying select Nokia phones would win assured
    gifts ranging from Nokia KKR branded phone accessories.
     ‘Nokia KKR T20’ game featured direct integration with Nokia
    maps to help the consumer zoom into KKR match locations
    and get match schedule.
     Strong synergies with KKR and Shah Rukh as a brand and
    IPL as a platform
    Thank You

    S-ar putea să vă placă și