Marketing Plan of Nokia

This report is aimed at proposing the implementation of Cloud Computing Services on Monika Phones. The Present market demands differentiation for the success of a product and its survival in the market. The world is going mobile, so there is a massive demand for services which are available on-demand, online when needed and at affordable prices. The implementation of this device is mainly concentrated in the Indian and African markets where still there is a huge demand for handsets at affordable prices because not everyone is financially blessed to buy an expensive mart phone.

The Mobile phone enabled with Cloud Computing will be able to provide Software, Games, Synchronization and massive storage facilities on cloud servers which will be quick and easy through the applications on the handsets. Moreover, the customer will have to pay only for whatever they use instead of paying for services they do not use. A basic phone will be able to access state of art applications and software at cheaper rates in the sense for using these software's, paying for the licenses is not required.

Thus, IV services of MONIKA phones will gain popularity. The Eye-catching prospect of this move will be MONIKA will provide all the services enjoyed by Smartened users to the customers who use the basic model of Monika. Monika will collaborate with the local software developers and compilers in that country for software development and testing and taking care of the warehouses. Thus, this project will also serve as a platform for the budding software engineers in the local area whose software applications will be made popular through Monika phones.

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In the 21st Century when everything is going mobile, the combination of Cloud Computing along with Mobile phone will be a great area of interest for the Service reviver as well as the Customer. Mobile Cloud Computing is the technique of providing Services and Information in the form of applications (APS) from Virtual centralized data centers. In short, it a means by which the process of making a dumb phone, a smart phone can be achieved. It will be a boon for people who are not so financially blessed to buy an expensive smart phone.

Moreover, the entire processing of the mobile phone will take place on the cloud servers so, the hardware requirement is less for mobile phone and cheaper mobile phones can be manufactured. Considering the present scenario, the demand for cloud based systems is increasing and with the likes of Apple and Google providing a pool of services in the form of APS, this is a great opportunity for the company to differentiate the offerings and shoot up the sales in countries like Africa and India which is by far the huge customer base for MONIKA Corporation.

Figure: The Overview of Mobile Cloud Computing Source:(Tango, 2011) SITUATION ANALYSIS Industry Analysis: Monika is the worldwide forerunner of the mobile handset business by the end of 2011 second quarter. Monika has almost 25% of the global handset market shares. After Monika, it's Samsung with around 21 percentages. Monika and Samsung a huge market featuring phones and smart phones. Apple Company that only sells smart phones has a share of 4% in the world handset market. There are other mobile companies like Sony Ericson, Motorola, RIM, ZIT, ETC, etc which are also included in this huge mobile business.

There is a huge market for the smart phones in the upcoming years. As of 2011 first quarter, Monika leads the global smart phone market with 24 percentages and apple with 18 percentages. But the Apple's smart phone market is rapidly increasing over the years. Market Characteristics: There is a huge opportunity in the present peak market for mobile. By the end of 2011, Mobile industry market was estimated to be around US $1. 3 trillion business all over the world. This current mobile business value will match up to 2 percentage of the global Gross Domestic Product.

Customer Analysis: The current Monika customers started looking for the new stylish models and new technology. Now a days customers have a wide knowledge about the present technologies and the products that are available in the market. Thus the customers nave stab reed looking tort the alternative technology answer their needs. Competitor Analysis: that will minimize the budget and The present market of Monika is falling when compare to the growth of the Samsung and Apple handset market. Monika finds a heavy drop in the China market by 12 million devices because of the introduction of the new domestic China make handsets.

The one of the biggest competitor of Monika is Samsung. Samsung is getting larger by introducing the Android based handset series and there is an anxiety of losing the first place in the smart phone market to Samsung in the near future. Figure: Handset Market share - Second quarter 2011. Resource: (Dana, 2011) Product/ Service Offering: As a new product, Monika Corporation is planning to introduce the mobile cloud computing technology in mobile phones, which is a new era in the mobile phones. There are some valid reasons for the customers to look for the change in the models and technologies.

Storage problem- Either customer needs to pay more money for the memory that they are not using or they have a problem in upgrading the memory when need more. Processing Speed - With the present processing speed of the handset, the customers sometime faces the problem in using the high end software or mobile. Synchronization - Customers find it hard to switch product of same brand and also suffers from the loss of precious information during the time of theft and loss of the mobile phones.

So in the new MONIKA handset, the customer can use unlimited storage, speed and any advanced software and also by synchronizing the mobile device to the cloud, the customers would able to access their information in any device and the information store will be last forever. Cloud Service is available in three types: AAAS(Software as a service), Pass(Platform as a Service) and alas(launderettes as a Service). The proposal is for developing phones more on AAAS I. E. Development of clouds for free software usage first and with the growing demand, the Company can then move on to Pass.

SOOT Analysts: Figure: SOOT Source: (Exquisite technology SOOT Analysis Template PPTP, 2010) Strength: * Monika Corporation is one of the largest mobile manufactures in the world. * The World's first GSM call was made using the Ionians product and Monika as a corporation has a vast experience in the field of mobile over many years. * Monika Research Centre is one of the strongest research center with the experience of over 0 years in the field of mobile technologies. * Monika has a huge cellular phones market in around 150 countries and its spread across the world. There is a wide variety of product to attract different segments of the customers. With the wide variety to the product the organization NAS able to cover markets like CDMA, GSM and W-CDMA divisions. Weakness e different segments to * Monika product with the Simian operation system made the system slow and monotonous. * Not enough promotion for the low end products and middle level customers. * Monika products are more expensive than the other companies' reduce. * Customer's expectation over the clamshell category was not satisfied. Some of the high end products of Monika are not very much user friendly and this impact the success of the product. Opportunities * There are huge traditional Monika customers across the world. * Currently Monika has a huge mobile market in the developing countries and in the segment of CDMA division. * Great opportunity in the field of mobile cloud computing technology. Asia Pacific and Africa are the firmest growing mobile market. * Monika alliance with Microsoft is a good opportunity to replace the Simian operating system.

Threats * Increase in the competitors like Dell, Google and Windows is a big threat in the current market. * Rise of many domestic mobile manufactures in the Indian mobile market are introducing new low end handset models for better price. * Monika Corporation has huge impact in the present cellular market after the appearance of many Chinese manufactures. * Android based handsets and smart phones are increasing the pressure on the Monika Corporation. MARKETING STRATEGY Marketing Strategy is the means by which the Company aims to create a Brand value for its company and build profitable relationships.

Thus, this process involves Market Segmentation, Market targeting, differentiation and positioning(Kettle & Armstrong, 2012). Vision and Mission: In order to bring in a revolution in the market, the Company needs to break the age old chains of complete dependence on Advertising. The Customer is now market literate and understands the seller very well. The Customer Relationship Management (SMS) is very helpful in managing the detailed information about the individual customer needs.

However, the intrusion in the Consumer's privacy should be avoided(Kettle ; Armstrong, 2012). Marketing Objectives: Marketing in the 21st century cannot sustain by Just targeting broad groups such as housewives or students, it should be targeted to a fragmented segment of customers because with the advent of mobility and telecommunication revolution the needs are becoming more diverse. The Promotion activities will start by March of 2012 followed by Infrastructure implementation from June 2012. The Implementation work is assumed to be completed in 2 months.

The Operation of the services will begin from December 2012. Financial Objectives: The penetration in the Mobile handset markets in countries like Africa has been achieved in last five year p with the help of basic feature phones. The next five years will be aimed at increasing the market penetration and consumer base in India, Africa and the Middle-east. Target Markets/ Segments: The Countries like Africa, middle-east and India have a mixture of both developing and developed nations so the market penetration is easier up to some extent.

In these conditions, IONIANS push for Mobile cloud computing enabled phones in these markets will be very significant and lead the company to a huge market share in these markets. The Mobile market penetration in rural areas and low income group of customers of Countries like India, middle-east and Africa will be the priority for execution of this plan. In the July- September quarter of 2011, Monika had a market share of 31. 8% in India, which is quite huge. This is followed by Samsung which has a market share of 17. 5% (ET Bureau, 2012).

Broad Overall Strategy: The availability of the new phones can be increased by collaborating with the local application developers and content integrators of the countries, which will be beneficial for both, MONIKA and the budding Software developers as well in order to promote their work. There can be large scale integration with local telecoms service revisers as well. The success on any new product depends on building an illusion called . It is something which is built for the customer and by the customer.

MONIKA has a big Brand Image in India followed by Africa and the middle-east, which will serve as a great customer base for the new range of MONIKA phones. The Marketing Research Information: In today's Telecommunication and Mobile phone industry there is a constant need for up gradation and innovation. With the likes of Google and Apple's creating plethora of applications at the customer's fingertips, it has become a necessity to satisfy the customers with faster and unconquered heights in Customer Satisfaction.

Using Market Information to create a better Value: Monika can work towards reinventing Its market position by some sophisticated methods of gathering market information like the "Marketing Information System S) which is a set to procedures and methods that apply to the regular, planned collection, analysis, presentation of information that then may be used in marketing decisions"(Cereal & Levy, 2008).Product: Mobile Cloud Computing Technology in Monika phones will be able to provide Services ND Information in the form of applications (APS) from Virtual centralized data centers to customers on a basic mobile phone model.

It is basically useful for Software usage without any need for paying towards licenses, High-end Games, Synchronization of data, massive storage facilities for Music and videos. Place: India: Major Telecoms service providers are trying their level best to enter the Indian Telecoms market because at present there is an exuberant growth of this sector in the country and at the same time the large customer base still uses a cheaper Monika phone and the urban kids are becoming tech as'. . Y. Africa: Africa, like many other developing countries is rushing towards prevarication in the Telecommunication sectors. 0 of the countries in Africa like Kenya, Malawi and Cameroon are undergoing prevarication. This serves as a major customer base for Monika where there is a huge demand for basic specifications handset. Promotion: Celebrity Endorsement: This does not mean the popular movie celebrities. The Company should try to get in contact with the popular local faces of people in that particular area such as budding politicians and small time theatre artists and concentrate on mouth to mouth publicity.

The traditional posters: The Company should convince the local mobile phone vendors in rural areas and the low income group in cities of India to endorse the product and tell the customers the advantages of this new MONIKA phones. An appealing poster outside such local vendor shops will do a great Job. Backbone: The Company should circulate a video around the Backbone groups explaining the new line of products using the wonderful mobile cloud computing technology. Buzz Marketing: Appointing brand Ambassadors, who will convey the launch to new technology in Monika Phones and its advantages to large ignorant masses.

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