Nokia Marketing Mix
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Marketing Mix of Nokia 7210: Why it Reaches the Young Demographic
The product, which I have chosen for this assignment, is the mobile phone Nokia 7210.
The Nokia 7210 phone has a new keypad layout and a versatile four-way scroll that makes it easy to navigate the high-resolution colour display. (Http1) Polyphonic sounds played through a speaker give improved sound quality for ringing tones and message alerts.
The Nokia 7210 tri-band phone operates in three networks – EGSM 900 and GSM 1800/1900 – providing coverage on five continents.
The Nokia 7210 phone is one of the first to have a Pop-Port interface connector. It supports advanced functionalities, such as digital enhancement identification, stereo audio, and fast data connectivity.
Target Market: Teenagers/Young Adults (15 – 27yrs) Students Product: Anatomy: Core – Mobile Phone Actual – Nokia 7210 Augment – FM Radio, WAP, Games Classification: Speciality/Shopping Range: Nokia 7250 (enhancement/updated version of 7210) Networks (i.e. Orange, O2, T-mobile, Vodaphone) Brand: Nokia, Connecting People Nokia 7210, “A sign of Attitude” Product Life Cycle: early Growth/ late introduction Price: Ј299.95 – Ј219.99 (Argos, Carphone warehouse, Index) A Description Of the Criteria Used by the Company to Target the Selected Market The company Nokia have promoted the Nokia 7210 in a certain way to target the selected market. I will be looking at this in a bit more detail: – Age The age that Nokia has targeted for the selected target market is teenagers and young adults. The way the phone has been designed confirms this. The design of the Nokia 7210 and the way this targets the selected market is explained below.
The Design The new Nokia 7210 has been designed so that it appeals to younger people mainly teenagers and young adults as it can be seen from the picture. It is small, colourful and trendy looking. Which what a lot of young people want in a mobile. It has a light blue front cover and a blue LCD screen.
The phone has a new keypad layout and a versatile four-way scroll that makes it easy to navigate the high-resolution colour display. It has been given a urban image says Http1. This type of image is very popular among the younger generation as many clothes shops such as Top Shop/Top Man, New Look, Envy and River Island all have also adopted this image in the new range of clothes that they are providing as it can be seen in their websites.
It is also available in a range of colours giving the selected target market a variety of choice to suit all people choices. It is also light in weight only 83g. People do not want heavy chunky phone as the smaller the lighter the phone the fashionable it will be therefore appealing to younger people.
Lifestyle The type of life style that they will have is that they will be young concerned with fashion and will want the latest technological advances with their phone. In the next section I have looked at what features the Nokia 7210 have that make it appeal to it selected target market.
The Features *New Colour Screen: The new colour is new to Nokia one of the first of their kind. It has been long awaited. The Ericsson T68m, which was introduced last year also has a colour screen, it had been proved to be popular among the younger generation giving Nokia the idea to introduce their own colour handset.
* Sound: The phone has Polyphonic sounds played through a speaker to give improved sound quality for ringing tones and message alerts. Quality of sound would be very important to the selected target market as the phone also includes the ability to listen to the Radio. Having a low quality sound would not appeal to this target market this is why the quality of the sound is very important as they want to able to hear the music clearly and at a good volume.
*FM Radio. The phone also has supporting full stereo to get the full advantage of the phone. It also comes equipped with the headphones. The Nokia 8310 also came with this feature and was very much liked by the younger public who bought the phone.
*Games: Java (J2ME) games are also another feature, which Nokia thought would interest the selected target market. The Nokia 7210 also comes with 275kb of free space, which allows the user to download approximately 5 games.
*WAP: The phone is also WAP enabled, which allows the user to gain access to certain parts of the Internet. This is another extra feature that would benefit young people who want to check their e-mail etc.
*Tri – Band: The Nokia 7210 tri-band phone operates in three networks – EGSM 900 and GSM 1800/1900 – providing coverage on five continents.
*Pop- Port: The Nokia 7210 phone is one of the first to have a Pop-Port™ interface connector. It supports advanced functionalities, such as digital enhancement identification, stereo audio, and fast data connectivity.
Advertisements The advertisement of the Nokia 7210 is directed at the selected target market. It shows the above picture of the phone fig 1 and giving the heading of the advertisement ” A Sign Of Attitude” It also gives all the main new features of the phone and how it can benefit the user. It also describes the phone as a fashion accessory and having an urban image, which is a popular image at the moment with the selected target market. They also mention how the phone has a range of interesting colours to suit everyone preferences. This advertisement can be seen from the Nokia website (www.nokia.com). Most of the advertisements for the phone promote the phone as being the most fashionable phone of the year.
Product The core product is a mobile phone. The benefit of this product is that it allows users to contact each other easily. The essential benefit is that the phone is tri – band which means that you can use the phone in other parts of the world such as the USA, the phone also includes text messaging so that users can also text other mobile users messages.
The service that it provides is that it allows users to contact each other easily.
The actual (tangible) product is the Nokia 7210. As an international telecommunications company, Nokia develops and manufactures mobile phones, networks and systems for wireless and fixed networks. The company also provides other multimedia equipment.
The product the Nokia 7210 has a new keypad layout and a versatile four-way scroll that makes it easy to navigate the high-resolution colour display. Polyphonic sounds played through a speaker give