Welcome to the presentation of

NAME ID NOTanzina Afrin 1297Farhatun Nayeem 1304Joieta Jafrin 1310Tanzima Tahrim Raha

1305

Sampad Biswas 1323Md. Ahsanuzzaman Khan

1325

Hasan Mahmud 1330

Joieta JafrinID:1310

NOKIA E91 Planning and Development in

Bangladesh

• Finland based NOKIA Corporation was incorporated in 1967

• International communication company NOKIA has acquired second position globally in mobile hand set telephones market.

• NOKIA has a world wide share of about 20% by 2012.

• It focused on the key growth areas of wire lines wireless telecommunications.

• NOKIA’s mission is to enable people to connect with one another and to information sources regardless of time or place

offering mobility to smart businesses and professionals

USB flash drives using facility

Stylish, Sleek design

portable charge and distinguished colors

complete computer system with 9GB memory

Video calling features

3G high-speed data

Push email

Bluetooth

Features of NOKIA E91

Objectives of developing NOKIA E91to launch in Bangladesh…

Analyzing the feasibility of launching NOKIA E91 in Bangladesh

Identifying its acceptance to customers as a new product

Determine probable market coverage

Analysis of Cost and profit in the Bangladeshi mobile market

Identifying approximate sales rate

Website

Journals

Reports

Methodology

Market AnalysisMakes continual appraisals of the business’s operations

Takes initiatives against ineffectiveness in any phase of the production and consumer process.

Internal

Environment

Fluctuating economy

changing customer attitude and values

demographic patterns

External

Environment

Sampad BiswasID:1323

Consumer AnalysisSeveral critical conditions may arise during consumer analysis. Consumer’s tests and preferences may vary. So in case of consumer analysis we have to consider several factors.

Market Segmentation

Target Market

Need evaluation

Market segmentation

We have to segment market considering the price and all other features. The market segmentation is based on occupation like

business professionals, executives, and others who need modern technology in daily basis.

Target market

• The Nokia E 91 series models include amazing features like Series 60 platform 3rd Edition, QVGA or better displays, Wi-fi, push email, Bluetooth, EDGE and 3G high-speed data and lots

more.

These small and stylish phones are designed for people who are looking for a phone for both business and leisure use.

These sleek, sophisticated and well-designed phones are an excellent choice for today's mobile phone user. The new cell phone will serve all the business professionals in Bangladesh and all over the world at a reasonable price.

Need evaluation

Cell phone users in Bangladesh prefer style over features.

The new devices combined with a attractive fold design with quick cover keys is bringing out substance to style, which is more acceptable in Bangladesh.

Nokia music fans will appreciate the dedicated quick cover keys on the Nokia, which let them quickly and easily control the device’s music features

Consumers were conscious technology users we want to offer intelligent and entertaining multimedia functionality.

The cell phone users in Bangladesh were involved more in style, which was beyond their expectations.

Budgeting for the new product

Marketing department of Nokia should allocate 45% from its budget to launch the new products. This amount will be spent on the following stages

Idea screening 6%

Concept testing 10%

Product development 20%

Test marketing 9%

For strategic reasons, Nokia does virtually all this work itself, rather than farming it out. Because we want to ensure control over the process and keep costs down

Farhatun NayeemID:1304

Arrangement for Nokia E 91 Idea generation

The purpose was to create a product that as a whole works as a –

Cell Phone

Note book

Flash Drive

USB Flash Driver provides such benefits-

Provide with portable data backup service

Will not need to download any additional software to install and operate windows XP, Vista applications

Secured data saving for a longer period of time

It will store any type of data as the user needs

Concept development and testing

The concept development and testing focuses on:

A quick view of data Carrying complete function of computation Additional new technology of attaching USB

flesh derive with it Convenient for business professionals Helpful for the students Suitable for the security agencies to keep the

data with them and view it when they want.

Marketing Mix For Nokia E 91Product: The product includes the following features-

Has memory support for 3000 songs on the 4 GB hard disk

Contains latest multimedia and smart phone technologies

provides email support, a full website browser and video sharing

Includes USB flash drive strong data back up facilities.

Provides multiple connectivity options such asWLAN, Bluetooth etc.

Includes Near broadband speed of internet for faster and more responsive downloads. Nearly 802.11b/g

Marketing Mix For Nokia E 91(Cont’d)

Price:

Skimming pricing should be used to demonstrate a high quality

The expected price is between 25000-35000

Marketing Mix For Nokia E 91(Cont’d)Distribution:

Nokia is widely available in all over Bangladesh.

Have huge market share in comparison to other players.

Nokia’s own outlet and other retail stores will be used to reach the customer

Exel telecom will work as a distributor for the product

Marketing Mix For Nokia E 91(Cont’d)

Promotion: The Media types will be –

Television and Radio CommercialsNews paper and Magazine Advertisement Product placement in movies, Dramas etc.

Outdoor advertising such as Billboard adverting

Direct mails for individualized offering etc.

Hasan MahmudID:1330

ADOPTION PROCESS

Early majority

avoid risks delays trying a new product

Early adoptersrespected by their peers and are

often opinion leaderstend to be younger, more mobile

and more creative

Innovatorseager to try a new product willing to take risks

Laggards or Non-adopters

prefer to continue past behavior suspicious of new ideas.

Late majoritycautious about new ideas Takes the product when is

becoming obsolete

ADOPTION PROCESS

SWOT Analysis

OPPORTUNITIES

Push email,

3G& PC suit

Bluetooth & EDGE

WEAKNESS

Low voice quality

Market skimming prices

Heavy sets

THREAT

China mobiles

Country situation

STRENGTHS

Durability

Brand loyalty

Long better life

SWOT Analysis

BCG MATRIX

Tanzima Tahrim RahaID:1305

Competitive strategies for E91

Competitive AnalysisOF

Competitors of Nokia

• Samsung • Ericsson• Sony Ericsson• Motorola • LG

Adopted strategyCounter offensive defense

Global Market Share

Reasons behind rules the mobile phone market

Call QualityHardwareBatteryRobustnessWide product

rangeCustomer

ServiceReliabilityPriceExperience

Tanzina AfrinID:1297

COMMERCIALIZATION• Commercialization is the process or cycle of introducing a new product or

production method into the market. The actual launch of a new product is the final stage of new product development, and the one where the most money will have to be spent for advertising, sales promotion, and other marketing efforts.

• Commercialization of a product will only take place, if the following three questions can be answered:

1. When - When the company has to decide on the introduction timing 2. Where - Where the company has to decide where to launch its products 3. Whom- the target customers.

WHEN

In this era of technology a product like Nokia E91 is a perfect product to launch.

In Bangladesh now people are loving new technology they need everything in a small package when a product with this feature will come from the market leader they will surely grab this one.

Where

The E 91 will be launched in Dhaka & Chittagong first. Because this two are the major city and people of this two cities have more buying power in compared to others.

After grabbing the attention this product will be launched in other major areas.

Whom

This product will benefit them in fulfilling there need of data Sharing & storing With 4 GB hard disk.

The product has especially been made for business executives particularly and students generally who need better connectivity and 24*7 information processing.

It also contains latest multimedia and smart phone technologies including, email support, a full website browser and video sharing. It also has multiple connectivity options such as WLAN, Bluetooth etc.

Positioning strategy

Positioning is very important for any new product. Strong positioning of a product creates strong image value for the product. For a strong positioning Nokia will go with the following

• We will put effort on consumer awareness about the product• Develop proper points of difference from its competitors. The market is

very competitive and if there is no strong point of differences then people will not remember the product and they will not buy that as well.

• We can use simple slogans like “Stay connected in a better way with Nokia E91”

• We can use three step advertising like informative, persuasive & then reminder.

Communication weaponsAdvertising: Nokia has a strong brand value when they communicate something people automatically pays attention to that that’s why they can go for both print media & TV media advertising.

Bill board: Nokia will also use Bill board media in the business area like motijhil. Bonani & gulshan . also in some crowed places like nilkhet where students also come for various reasons.

News & publicity: Nokia can also do some news & publicity through press release about their new product Nokia E91.they should convey this massage in every possible way that there is new product for their customers.

Internet: now a day’s internet is a very popular way to reach the customers. They can use Facebook, twitter & e Prothom alo & other popular websites as well as popular blogs to connect with their target customers.

Special event: Nokia should do some special event before launching & after launching. Before the launch Nokia can do case competition about idea generation for new products. Then at the time of launching they should arrange an event of product launch. after launch they should do some sponsored program with the name of the new product to be connected with the customers.

Media Strategy

Advertising appeal: For TV commercials & print media advertisement we will use the rational appeal. Because rational appeal often follows the hierarchy of effects stages of awareness. Knowledge, liking, preference, conviction & purchase.

Advertising massage strategy: we will use preemptive message strategy for the advertisements. Because by using this strategy we can convey superiority towards our target customers. A feeling of superiority always attracts customers in the case of products like Nokia E91.

Projection technique: for the advertisements we will use informative technique to project our message. Because technological products consumer seeks more & more information.

Pricing & promotional Strategy. •we have used market skimming pricing for the product. That's why the product price is high•consumers may find the initial price high for the product. But this is an enterprise edition from the house of Nokia. For the initial stage we can present the price with some extra offering to our customers. This will attract them. We can give some free gift like T-shirt, Mug with the logo of the

product. We can give some free coupons. We can have a scratch card offer with some tentative gift like

visiting abroad, free dinner at a five star , a shopping voucher etc.

Ahsanuzzman KhaanID:1321

Conclusion

Its leading brand. That’s why we have chosen the products

Particularly enterprise edition is highly popular among the professionals

It’s a popular product across the European market & Asia as well

So Bangladesh can be well prospects of this products

Recommendations

The products are targeted only for business people but we will target students as well

Now students are more knowledgeable & concerned about the technology

Previously Nokia did not carry much promotion, so, we suggest to increase promotional activates

• THAT’S ALL FROM US

• THANKS FOR YOUR PATIENCE

Deserved marks- 9Because of……

Presentation skillCommunication skillInformation skillHard working

Tanzima Tahrim Raha

ID-1305

Evaluating Farhatun Nayeem

I think I deserve 8 out of ten.

I tried to provide relevant information regarding my topic.

Market segment ,consumer analysis, need evaluation and budgeting are important for any report and I tried to specify all the part.

Joieta Jafrin ID: 1310

Deserved marks- 9Because of……Presentation skillCommunication skillInformation skillHard working

MEASUREMENT OF HASAN MAHMUD

I think I worth 9. out of 10!!!

concerned about all the parts to some extent spent time merging while others were reading for exam! .

My presentation is good, I am quite fluent. My slides are standard.

Did the SWOT analysis, Adoption process, BCG matrix which are quite one of the most difficult parts which have to write using the brains completely.

So should I get 9 obviously!

Evaluating TANZINA AFRIN• I think I deserve a 8 out of 10. because

I have tried my best to give every possible details to this presentation.

I think I have presented well enough to convey my strategies and plan regarding the product.