Nokia s Market Segmentation Case 10

Market segmentation – in-depth execution of personalized branding strategies.

1 Nokia's product positioning for different target markets.

V1 series: low-end series;

V2 series: the low-end series of entry-level mobile phones;

V3 Series: True Self Personality Series.

V5 Series: Sporty Vitality Series.

V6 Series: Business Elite Series.

V7 Series: Fashion Pioneer Series;

V8 Series: Noble and Elegant Series Eggplant Drain;

V9 series: personal assistant series.

VE series: It is a smartphone for business people, for enterprise users, mainly against BlackBerry.

VN series: It is a high-end smartphone developed for a group of young people who pursue fashion;

V Game Series: It is a game phone developed for young people who pursue fashionable games.

2. Specific market segmentation strategies.

First of all, from the perspective of the market segment, we can roughly divide the mobile phone market into three parts: high, medium and low. As can be seen from the above Nokia product line, Nokia has a very rich range of products in these three markets, especially the number of high-end and mid-range products.

Secondly, from the perspective of consumer requirements, the mobile phone market is mainly divided into entertainment orientation, business orientation, and comprehensive orientation.

Finally, due to the geographical reasons of the market, the consumption concepts and purchase orientations of different places, especially large cities and small and medium-sized cities, will also lead to different market sharing and marketing methods.

3. Consumer segmentation.

Based on an extensive survey of 10,000 consumers in 16 countries, Nokia segmented its consumers into four main categories, with the main criteria being usage, income level and lifestyle. And launched different product portfolios for these four different groups to be released globally, including emerging markets such as India.

1) Live, the target audience is first-time users using mobile**. Their basic need is voice communication. Therefore, the ** for them will not pay much attention to the function and **.

These may be functional**, but are suitable for all groups ranging from low socioeconomic status to very high socioeconomic status.

2) connect, this group is more focused on functionality and connectivity. Correspondingly, mobile phones for this group need to have GPRS function, shooting function and ** function.

3) Achieve and Explore, which are aimed at high-end users. Achieve is aimed at business users who need their phones with business features. Aimed at high-end lifestyle users, Explore will be the best mobile phone series, with features such as apps, graphics, mobile TV, and games.

The question is very general. Not good, let's be more detailed.

It is reported that a foreign research company recently said that Nokia's global mobile phone market share in the first quarter of this year rose from the same period last year, followed by Motorola and Samsung Electronics. It is understood that due to Nokia's hot sales in emerging markets such as China and India, its market share continues to grow. Nokia also said that at the end of last year, Nokia's market share in China exceeded 30%, and through a two-pronged strategy of high-end and low-end mobile phone markets, Nokia's market share in China's mobile phone market this year can be sustained**.

Market share in the first quarter has risen further, driven by a good product mix. At the same time, Nokia also pointed out that the Chinese market has a huge demand for multi-function mobile phones.

As of March 21, 2013, Nokia had a global market share of 24%, followed by Samsung at 29%.

The third place is Apple 10%, the fourth ZTE 6%, and the fifth LG 4%.

I really want to advertise for domestic production, but there is only one ZTE,

Since 1996, Nokia has held the No. 1 market share for 14 consecutive years. In the face of the rise of smartphones with new operating systems, Nokia's position as the world's No. 1 mobile phone sales was surpassed by both Apple and Samsung in the second quarter of 2011.

On February 11, 2011, Nokia and Microsoft reached a global strategic alliance and in-depth cooperation to jointly develop the Windows Phone operating system. At 23 o'clock on July 11, 2013, the Nokia Lumia 1020 with 41 million pixels was officially unveiled in New York.

On September 3, 2013, Microsoft announced the acquisition of Nokia's Devices & Services division (Nokia's mobile phone business) for approximately 100 million euros**, and obtained the relevant patents and brand licenses. In the future, Nokia will strive to develop three pillars of its business: HERE Map Service, Nokia Solutions & Network (NSN) and Leading Technology. On April 25, 2014, Nokia announced the completion of the mobile phone business transaction with Microsoft Corporation, officially exiting the mobile phone market.

At present, Microsoft's mobile phone business has been temporarily transferred to Microsoft, and here maps are also **.

Nokia acquired Alcatel-Lucent in 15 years.

Nokia.

It may gradually be eliminated by the mobile phone market.

Because there is no such thing as a good phone that makes an eye to watch.

Nokia found itself starting to go downhill in 10 years, and we thought it was because the phones were selling less? Not really. More phones are being sold than before.

It's that his ** market is not optimistic about European and American countries, and there is no motivation. The decrease in transactions in the U.S. ** market is something that only happens to junk companies. Nokia's low-end configuration, stylish appearance, and high-end price may not be obvious in the Chinese market.

But it is undeniable that no one in Europe and the United States thinks that Nokia can satisfy its digital life. Like C600 when it came out last year, it sold 3000 cards for only 2G? Configure garbage to the dead.

Foreigners will probably say garbage at a glance.

Now that he is affiliated with XP, after all, the Finns' thinking about global strategy will never win the Americans, and it turns out that Moto, which is 2 points in the world with Nokia, has already defected to WP. The Finns understand that if the American Apple and WP come out with about 2000 entertainment smartphones, Nokia will only have to go bankrupt. The Finns can only compromise and turn to Microsoft so that they cannot be eaten by the two major families.

After all, the current Nokia N9 has only just begun to take the path of high specs. In the past, its little abacus was in Apple's global strategic sales plan and Microsoft's control carrier, network strategy. It's really more naïve than a child...

But for consumers, it may be a good thing... After all, they are all striving for excellence in making mobile phones, there is no best, only better, is the king. This is something that my country's mobile phone dealers can't learn.

Hopefully WP will save Nokia.

It's going downhill, and now the Android system is more popular

At present, Nokia's market positioning is very unclear and it is in the trough stage of marketing.

At present, the mobile phone industry is divided into two categories:

1. Traditional mobile phones.

2. Smartphones.

Due to the widespread application of the Internet, the thirst for mobile Internet is becoming more and more extensive, and at present, mobile phones can be divided into:

1. Mobile handheld with easy Internet access: typical is Blackberry, iPhone2, mobile phones based on traditional functions: Nokia's high-end mobile phones have not been able to get rid of, N8 mobile phone positioning trinity positioning marketing: positioning, cutting, and occupancy.

"Chinese and Foreign Management" or "Chinese Entrepreneur" magazine has an interview with marketing expert Sun Wei in an article mentioning that the mobile phone camp seems to be a new camp and a traditional camp.

The traditional camp is the old faces represented by Nokia, Soai, and Motorola.

Series 1: low-end series;

Series 2: The low-end series of entry-level phones;

3 series: true self personality series;

Series 5: Sports Vitality Series;

Series 6: Business Elite Series;

Series 7: Fashion Pioneer Series;

8 series: noble and elegant series;

Series 9: Personal Assistant Series;

E series: It is a smartphone for business people, for enterprise users, mainly against BlackBerry mobile phones, and several models do not have cameras;

N series: It is a high-end smartphone developed for a group of young people who pursue fashion;

Game series: It is a game mobile phone developed for young people who pursue fashionable games;

At present, the 4 series has not yet developed a corresponding model, and it may be a series that Nokia has left for future development.