Basic Marketing Plan- Cell Phones Essay

We ar the 1 maker of cell bring forwards in the world and we are likewise aiming for the top of the nascent mobile Internet market. Our products are divided primarily between three divisions devices ( take hold device manufacturing) function and software (consumer Internet assistants and products) and markets (supply chains, sales channels, and marketing). Our wireless net products patronage is operated in partnership with mho as Nokia Siemens Networks the joint venture is the 3 player in the wireless networking equipment market behind Ericsson and Alcatel-Lucent.STRENGTHS AND WEAKNESSESTHREATS AND OPPORTUNITIESMARKET STRATEGYOur goal is to appear into the US Market by re-inventing our marketing mix and strategy. The first tonicity go forth be to revamp our image in the US by altering the current perception of our anticipates. We requirement to reposition ourselves in the grocery store as the leader in high quality, contemporary think devices.When decision making how we would re-invent ourselves we looked at several woofs. The first option we explored were licensing agreements with other phone manufacturers. We mulish not to choose this option because of the square manufacturing channels we already make up in place all across the globe. We in addition did not indirect request to risk having our name associated with phones that were not of an extremely high quality for idolize that this could lower our reputation in the US even more.Another option we evaluated was to enter into a partnership with a DSL phone service provider such as Vonage. We were exploring the option of developing a juvenile break through Voice of IP service but subsequently discussion we deciding this would not allow us to focus on our core products, which are handheld devices.POSITIONING STATEMENTIn the US we are currently perceived as a cheap, outdated phone that is only suitable for the very young or the very old. To the grasp and Technologically inclined consum er we are seem as an overly alter phone that doesnt have all of the latest features. Most oft the US consumer is not bequeathing to pay top dollar for a Nokia phone so they only get one if its addicted away free with a contract. This perception of us fatalitys to change. We need to reposition ourselves as the worlds leader in handheld cellular devices. We need to expose consumers to our stark naked phones with break through features. We need to bring back consumer confidence so that they believe our phones are stylish, durable, secure and top quality. We also want consumers to feel as if Nokia is a strong brand name with longevity in the market. We dont want our phones to be seen as outdated and obsolete so we need to luff the US how strong and advanced we are in the R&D department.TARGET AUDIENCEIn order to reposition our brand in the US Marketplace we impart focus on three specific target audiences. The first being Young Adults patriarchal 17 to 24 and the next being bu siness professionals aged 25 to 40.We impart deplume men and women alike with various elements that should appeal to both sexes. Our goal go away be to launch 2 different campaigns that ordain gain circumspection from people in these age groups but from a diverse grade of racial telescopes. The campaigns will be launched nationwide and will focus on showing Nokia in more of an American light with and American attitude.We will go after high school and college students who are interested in having the invigoratedest and coolest phone on the market. They will be from an amphetamine class background and influenced by the hot unsanded trends in the fashion, music and technology industries. They will be very image conscious and they want to show that their phone has the newest features. They will be fun loving and exciting individuals with eager and degenerate paced attitudes.Next we will focus on reaping young and mature professionals aged 25 to 40. This group will be more con servative and business oriented. They will be driven by work and are hoping to function up the corporate ladder. They will typically be from the middle to upper class and highly status conscious. They will not be bare-assed to prices, as they will view the phone more as a business tool rather then an accessory.PROMOTIONGiven the concern objective of re-emerging in the US market and of boosting Nokias overall sense and image as an inspirational brand we will drive the overall brand image through several mediums. Our primary media will be television commercials and our aidary media will consist of magazine ads and sponsorships.We hope to attract the new target audience of 17 to 24 years though the arena of music and television. We will sponsor music concerts and run commercials on cable networks such as MTV and VH1. We will promote sweepstakes were concert tickets and CDs are given away freeTo attract our second target audience we will advertise in magazines such as Newsweek and Business Weekly in order to introduce our new phone to in a mature light. We want to appeal to business professionals who are looking to establish themselves and we want them to believe that our phone can servicing them achieve their goals.PRODUCT STRATEGYOur new product strategy will be to introduce the new Wimax technology to the US through our new phones. In order to take advantage of the Wimax techonology we will need to aggroup up with Sprint who has developed the new faster wireless network. Our new phones will be the only ones available that can access the network at speeds 3 times as fast as 3G. Nokia will receive subscription fees from Sprint while selling the phones to them as a profit. The new technology will allow people to receive internet connector speeds on their phones that are as fast as their cable modems at home.NEW SLOGAN, NEW LOGOWith our new phones and our new technology at that place will also be a new slogan. For the new campaigns we will emphasize that our two new phones are both $200 so the phrase well use will be Two for Two. We will also use the slogan Replace your laptop with your Nokia