Recommending a Marketing Mix for a Service ‘Lumia’ 800

Executive Summary

When technology change the way people interact with each other in daily life, those writing days were gone with letters and postcards and personalized greeting cards and they are turned into emails, online social networking chat, sending text messages mostly with a mobile phone. The research paper is about choosing a product on which we will do and recommend a marketing mix. In order to come up with a good marketing mix, we gathered information online and from some interviews, discussion and findings which finally given our own conclusions and recommendations.

The outcome of the paper concentrated on the recommended marketing mix for a chosen product which is lumia from ‘NOKAI’ and for its competitor which is G21 ‘HTC’. Therefore, there are different own style between the two companies in doing their marketing mixes, also we believe that our recommendation for a marketing mix for Nokia is considerable. 1. 0 Introduction This research is focus on recommending a marketing mix for a chosen product which is Lumia 800 form the NOKIA mobile company. A new type of mobile phone, with new designed out looking and the powerful windows phone 7. operating system, not only can be used for daily phone calls, sending messages but also is a perfect integration of work and leisure for people with it can get contact with social network and surfing the internet and enjoy the music or movies, books anytime anywhere they want. There is no doubt that this product is popular among teenagers, but actually our target market is people from 15 to 40 years old. The key success factors in this market are as follows: Appearance design, Operating system, Product quality, Brand awareness.

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Moreover, the reason why we chose Lumia 800 from NOKIA mobile company as our product is that representative products of NOKIA now whenever considering its quality or satisfaction As for the SWOT of NOKIA Company, firstly, the strengths is a position as industry leader in the telecommunications and electronics industry. Secondly, the weakness is that it is cannot sustain its current marketing rate. Thirdly, opportunity is that its marketing are all around the world. Lastly, threats are the competitive pressure from other companies, such as Apple, Google.

As for marketing mix of the product Lumia 800, the price we recommend is about 1800 RMB and we decide to promote it through TV, Magazine, Film or any other possible way. As for place, we plan to set up monopolized store and expanding to the overseas markets. The outcome of the research is that the NOKIA with an excellent marketing mix can finally overcome its weakness--the declining market position. It is the target object on (Lumia 800) and popularity of windows phone OS that determine our choice of the marketing mix. 2. 0 Methods . 1 In order to collect the data, an interview is done in relation to the NOKIA Company and the product by asking questions from the managers in phone selling company. Moreover, we visit some appropriate Internet sites such as the official website of NOKIA and Google, Wikipedia and so on. From the way we used different websites to widen the scope of our research and gather important facts during interview to give clarity to vague topics concerning our report, the data collection methods can perfectly address the research bjectives. 3. 0 Findings A key competitor is the HTC Mobile Company and its marketing mix is as follows The product is HTC G21(Sensation XL), with 4. 7 inches of high-definition display and GSM & WCDMA network system and 8000000 pixels camera and it is a very popular product of HTC. The price on sale now is 2079 to 3699 RMB. As for place, product are on sale in monopolized store around the world. Promotions can be done in several ways, like on sale with plan cap or with tax-free.

The analysis of the current SWOT of NOKIA is as follows: strengths is its position as industry leader in the telecommunications and electronics industry. Also, it shows to the world the incredible ability to adapt to the market. Weakness may be that it has grown so huge, as the fifth most valuable brand in the world, that it cannot sustain its growth at its current rate. It still have some opportunities like Nokia's leadership in the area of mobile phones and its versatility open the company up to a wide variety of communications and mobile device possibilities -- markets that are growing throughout the world.

Threats are that Nokia is facing a number of threats from companies such as Apple, Google, and Research in Motion, all of which are investing heavily in the mobile phone industry in an attempt to gain dominance. The marketing mix we recommend is as follows: NOKIA Lumia 800 with large display screen, the shape of phones, the face plates and the soft key touch pads charges about 1800RMB which can be accepted by most of the customer and maybe the innovation of Promotion Method Oriented by Target Consumer is necessary. We decide to promote it through TV, Magazine, Film or any other possible way.

As for place, we plan to set up monopolized store and expanding to the overseas markets. We came up with a promotion strategy: NOKIA can enhance its Promotion Management and built a large database, making a dose control of terminal promotion activities. Furthermore, it is a good choice to have a surprise price on holidays and it can be on sale on a duty-free shop to attract more customers. Here are the interview summary: The ratio of concern of the Symbian OS (NOKIA’s own system) Month1357911 The ratio of concern (%)67. 265. 460. 857. 754. 847. 2 Table 1 From table 1, we can know that the ratio of concern for the Symbian OS in 2010.

The Symbian OS is the primary OS of NOKIA; the data can reflect the rise and decline of NOKIA. Graph 1 The data from Graph 1 is ajusted from the table 1. According to this bar graph we can clearly see the trends reflecting the rise and decline of NOKIA. 4. 0 Discussion We came up with the marketing mix based on its recession during these years and also referred to the statistical data and the current situation analysis. the reason why we chose Lumia 800 from NOKIA mobile company as our product is that representative products of NOKIA now whenever considering its quality or satisfaction.

And the price is 1800 because it can easily be accepted by ordinary people to attract more customers. We build up NOKIA’s own franchise stores, according to the successful case-apple store. There are a lot of factors will affect the findings, like the information online and the interview of or the advice from teachers. 5. 0 Conclusions and recommendations After long time discussion and findings and information we gathered online and from interviews we determine our final marketing mix for NOKIA Lumia 800. To summarize, the price we recommend is about 1800 RMB and we decide to promote it through TV, Magazine, Film or any other possible way.

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