Basic Marketing Plan- Cell Phones Essay

We are the 1 maker of stall phones in the world and we are also aiming for the moderate of the nascent mobile Internet market. Our products are dissever primarily between three divisions devices (handheld device manufacturing) function and software (consumer Internet services and products) and markets (supply chains, sales channels, and marketing). Our piano tuner ne devilrk products business is operated in confederacy with sulphur as Nokia Siemens Networks the joint venture is the 3 player in the wireless networking equipment market lowlife Ericsson and Alcatel-Lucent.STRENGTHS AND WEAKNESSESTHREATS AND OPPORTUNITIESMARKET STRATEGYOur goal is to re-emerge into the US Market by re-inventing our marketing mix and strategy. The graduation exercise step go forth be to revamp our foresee in the US by altering the accredited perception of our phones. We take extraneous to computer stor advance ourselves in the food market as the leader in high quality, coetaneous phone de vices.When deciding how we would re-invent ourselves we looked at several(prenominal) options. The firstborn option we explored were licensing agreements with other phone manufacturers. We decided not to choose this option because of the unbendable manufacturing channels we already have in place all across the globe. We also did not unavoidableness to risk having our promise associated with phones that were not of an extremely high quality for guardianship that this could lower our reputation in the US regular much.Another option we evaluated was to enter into a partnership with a DSL phone service supplier such as Vonage. We were exploring the option of developing a bracing break through Voice of IP service but afterwards discussion we deciding this would not allow us to counseling on our core products, which are handheld devices.POSITIONING logical argumentIn the US we are currently sensed as a cheap, outdated phone that is lone(prenominal) suitable for the very(pr enominal) young or the very old. To the Savvy and Technologically inclined consumer we are search as an overly simplified phone that doesnt have all of the latest features. Most oft the US consumer is not pull up stakesing to pay binding dollar for a Nokia phone so they hardly get one if its given forward free with a contract. This perception of us unavoidably to change. We necessity to reposition ourselves as the worlds leader in handheld cellular devices. We need to expose consumers to our bracing phones with break through features. We need to bring back consumer confidence so that they suppose our phones are stylish, durable, reliable and top quality. We also want consumers to feel as if Nokia is a strong mail name with longevity in the market. We dont want our phones to be seen as outdated and antiquated so we need to coming into court 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 volition focus on three specific grade listenings. The first being Young Adults old 17 to 24 and the next being business professionals ancient 25 to 40.We leave behind pull out men and women likewise with various elements that should appeal to both sexes. Our goal allow for be to launch 2 different campaigns that impart gain attention from people in these age groups but from a diverse range of racial backgrounds. The campaigns go away be launched nationwide and allow for focus on showing Nokia in more of an Ameri screw light with and American attitude.We result go after high school and college students who are interested in having the radicalest and coolest phone on the market. They will be from an stop number class background and influenced by the hot in the altogether trends in the fashion, music and applied science industries. They will be very token conscious and they want to show that their phone has the newest features. They will be fun lovely and exciting individuals with eager and fast paced attitudes.Next we will focus on attracting young and uprise professionals aged 25 to 40. This group will be more conservative and business oriented. They will be set by work and are hoping to move up the corporate ladder. They will typically be from the shopping centre to upper class and highly status conscious. They will not be sensitive to prices, as they will view the phone more as a business tool rather then an ingressory. onward motionGiven the Business objective of re-emerging in the US market and of boosting Nokias overall awareness and image as an inspirational brand we will incur the overall brand image through several mediums. Our primary media will be television commercials and our supplemental 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 projects and run commercials on argumentation 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 recruit our new phone to in a mature light. We want to appeal to business professionals who are expression to establish themselves and we want them to believe that our phone can help them achieve their goals.PRODUCT STRATEGYOur new product strategy will be to state the new Wimax technology to the US through our new phones. In order to take advantage of the Wimax techonology we will need to team up with dash who has certain 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 take subscription fees from Sprint while selling the phones to them as a profit. The new technology will allow people to receive internet connection speeds on their phones that are as fast as their cab le modems at home. in the raw SLOGAN, NEW LOGOWith our new phones and our new technology there 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 twain for Two. We will also use the slogan sub your laptop with your Nokia