CUSTOMER ANALYSISOF

NOKIA

Presented By-Deepak KhandelwalDeepak Khandelwal

COMPANY PROFILE

o Founder- Fredrik Idestam,(1865)o Headquarters- Espoo, Finlando Area served- Worldwide o Key people- Jorma Ollila (Chairman)

Olli-Pekka Kallasvuo (President & CEO)

o Products -Mobile phones Smart phones Mobile computers Networks

o Services- Services and softwareo Divisions- Device

Services Solutions Markets

STRATEGIC MARKET MANAGEMENT

CUSTOMER ANALYSIS

SegmentationCustomer motivationUnmet needs

SEGMENTATION

o Identification of customer groups that respond differently than do other customers groups to competitive strategies.

o Two approaches to define segments:-Customer characteristicsProduct related approaches

SEGMENTATION

SEGMENTATION

ClassicCommunicator

CUSTOMER CHARACTERISTICS

(NOKIA)(NOKIA)

• Functionality and fashionable mobile devices coinciding with differences in cost with lifestyle..

• Nokia have different models for different customers on the basis of their level of income.

PRODUCT RELATED APPROACHES

•Professional user•Home user•Youth

CUSTOMER MOTIVATION

It is the represents a dimension for which adequate performance must be obtained.

It is play a role in defining the strategy of the business.

Its two type- Business Purpose- Reliable service, easy

to use, frequentely play programme, battery back up & comfortable services

General Purpose- Price, quality, product

CUSTOMER MOTIVATION ANALYSIS

HOW TO ANALYSE MOTIVATION

Based on:-

Qualitative researchChanging customer priorities

CHANGING CUSTOMER PRIORITIES

UNMET NEED

An unmet need is the customer need that is not being met by the existing product.

It is the opportunity and threat of the company.

Its identify by Uses experienceProblem emerged

User experience

PROBLEM EMERGED You are using an S60 phone, say N95 or N82 or N78 or N96

or 5800…. and then you bought a new S60 phone… say… N86.. or N97… and you are frustrated because you have no idea how to transfer all your data (contacts, SMS, MMS, media, etc) from your old phone to your new one. Switch is your solution. It has been lying deep inside S60 phones for a while now and I see a lot of people are still unaware of this great feature.

PROBLEM EMERGED

o It seems that Nokia may have been a little hasty in mocking Apple’s blunder. A number of videos have emerged on YouTube showing Nokia phone reception dropping when held. These include videos of a Nokia E71, Nokia 6230, and Nokia 6720.

o The Nokia 5300's memory card slot is an inconvenient location, and its internal memory is a measly 5MB

PROBLEM EMERGED

o Following the news that Apple’s latest iPhone 4 shipped with an antenna problem linked to the way the device is held, Nokia wasted no time in producing a tongue-in-cheek guide entitled “How do you hold your Nokia?

o The Accelerometer Motion Sensor (a feature initially kept hidden by

Nokia)