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Produce a report on the marketing of a consumer product of your choice utilizing some of the techniques discussed on your course
Pages 7 (1757 words)
Report on the marketing of Nokia Lumia Smartphones 1. Introduction - Nokia Lumia Nokia introduced its first smartphone, Nokia Lumia 700 and 800 in the year 2011 with the objective of reclaiming its declining market share (Cellan-Jones, 2011). In the past years, Nokia had faced tough competition from the Android based and Windows based smartphones and hence made the decision to expand in the smartphone market.
In fact, Nokia Smartphones have pushed the company out of losses and set it on a path of reclamation and growth (Garside, 2013). 2. Key Market Segments for Nokia Lumia and Size of Market 2.1 Customer Segments Targeted Nokia smartphones are now available for many different customer segments as shown below: Lumia 920 and Lumia 820 These phones are based on the Windows 8 platform, are 4G enabled, and target customers who can purchase higher end products and who desire latest technology and a large variety of apps (Aulakh, 2013). Lumia 720 and Lumia 520 These smartphones target the price sensitive customer segment. These are priced at low and mid-range and provide almost similar hardware as its sophisticated higher end sets. However, the services provided are lesser. The concept behind these phones is to target customers who cannot afford high end phones but who still need cell phones for net connectivity and functional utility (Spence, 2013). Nokia Lumia 700 and 800 These are the low range of smartphones that were initially launched to create interest and awareness among the new customers (Spence, 2013). It can therefore be observed that Nokia Smartphones cover nearly all the customer segments with the variety of products that they have in the market. ...
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