Marketing

Instructions you are in charge of marketing at Nokia. Once upon a time the company was a major player in the mobile phone market—a market that Samsung and Apple now dominate. Nokia is about to release a new mobile phone—the Nokia Supernova—to compete directly with Apple’s Samsung’s Galaxy 6 and Apple’s iPhone 6.

 

Part 1: Build customer profile using market segmentation You will need to identify a specific customer segment for the Nokia Supernova mobile phone by asking and answering relevant questions about the segment, using the scenario above. Develop a profile of the potential customers for the Nokia Supernova using the customer profile template provided below. For each of the broad customer segments, identify a specific customer segment for the Nokia Supernova mobile phone by asking and answering at least two relevant questions about the segment.

Part 2: Identify key product characteristics Record three key product characteristics of the Nokia Supernova mobile phone in the product characteristics template provided below. You have permission to make characteristics up where needed.

Part 3: Develop a pricing strategy Using the pricing strategy template provided below, choose three pricing strategies and record at least one strength and weakness for each.

Part 4: record three promotional methods you plan to use to promote the new Nokia Supernova mobile phone. Describe why you’ve chosen each method and how you plan to implement them

Part 5: Select distribution channels, record three distribution channels you plan to use for the Nokia Supernova phone. Provide a description of each channel.

Part 6: Record a marketing mix for your identified market segment Create a marketing mix for your target market..

Part 7: Develop customer service strategies for your identified market segment. Record five customer service strategies you will use for your identified target market. Describe why you’ve chosen each strategy and how you plan to implement it.