NOKIA Marketing mix (7Ps)

I. Product:
Produce more sexy smart phones with slim, lightweight and fashionable designes to attract customers (e.g. the unique curved all-touchscreen of Nokia N9 and Nokia Lumia 800). Focus on extending the OVI store (including musics, games, apps, map etc) with the assistance of partner Microsoft and its advantages (e.g. office application) Design more series of smart phones so that customers will have many choices based on their ages, characteristics and hobbies The average age of people in UK is around 40.1 Therefore, It is a suitable market to put up for sale business smart phones such as Nokia E7, Nokia Lumia 800 and Nokia 701. Build up more Nokia warranty/service center in UK to meet, satisfy and solve all the needs of customers. All the products should be green, including eco-design (mobile phones), energy-saving (adapters) or environmentally responsible (packaging materials) as they are serious global issues nowadays.

II. Price:
Attach value-added services to differentiate the companys offers as well as support higher prices (rather than cutting prices to match competitors). Offering reasonable quality and good service at a fair price, discount for customers in some special event (e.g. Christmas) Reduce prices for customers buying a new product when they give back an old one, encourage them to buy products as well as protect the environment.

III. Place:
Center on expanding current branches in potential markets (e.g Peterborough as it get the fastest 3G mobile broadband speed in the UK with an average of 3.86Mbps, according to new research.2)

Other ideal markets include London, Birmingham, Leeds, Manchester since they are the most developed and popular cities in UK, which attract many people worldwide. Focus more on selling products directly to consumers via the websites to save distribution and labour cost Franchising in some places that appropriate and convenient for the customer to come and buy the products (e.g. near the shopping centers, famous sight-seeing, high living standard areas).

The main advantages for the franchiser: 1. The franchiser secures fast distribution for its products and services without incurring the full cost of setting up and running its own operations. Franchising also enables the franchiser to expand a successful business more rapidly than by using its own capital. 2. The franchiser gets very highly motivated management as the franchisees are working for themselves rather than a salary. 3. The contractual relationship ensures that franchisees operate to and maintain franchisers standards.3

IV. Promotion:
Associate with major providers in UK like T-Mobile and Orange which have all launched 3G services. Advertise new products on the media (official website, televisions, newspapers, magazines) and on Microsofts products. Sign advertising contract with famous football clubs in UK (e.g Manchester United) Create advertising videos and images outdoor (in public transport like buses, tubes, trainsor in the cinemas) to attract customers. Send messages, email or phone to prospective customers informing them of new products Visit customers houses or their places of business to advertise and sell the products.

V. People:
The company needs to train its people to be customer centered (having good attitude toward customers, be able to share expertise with them when required). Recruit native employee as they know about the customers tastes and habits better Training as well as encouraging companys distributors and dealers to serve the customers well.

VI. Process:
Set up processes for handling customer complaints, processes for identifying customer needs and requirements, processes for handling orders of customers Have a well planned process of how the customers get their service, check their accounts, deposit their money and withdraw.

VII. Physical Evidence:

Make some reports/write articles to excite customers about products and the services. Provide after-sales support and advice for customers to make them feel comfortable and understand more about the products. Comply with specific laws about product quality and safety to protect consumers

http://www.woodlands-junior.kent.sch.uk/customs/questions/population.html (3:35 PM, 18/11/2011) http://www.bbc.co.uk/news/technology-12977878 (10:05 PM, 16/11/2011)

Philip Kotler, Gary Amstrong, Veronica Wong, John Saunders (2008), Principle of Marketing, 5th European edition, London: Prentice Hall.