nokia with reference to cb aspects

8/8/2019 Nokia With Reference to CB Aspects

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Name: - Pradeep Mohanani.

Roll No:- 105220.

Assignment on Nokia towards Consumer Behaviour.

Nokia has played a pioneering role in the growth of cellular technology in India, startingwith the first-ever cellular call a decade ago, made on a Nokia mobile phone over a

Nokia-deployed network.

Nokia started its India operations in 1995, and presently operates out of offices in NewDelhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Pune and Ahmedabad.

The Indian operations comprise have the handsets business; R&D facilities in Bangalore

and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore.

Over the years, the company has grown manifold with its manpower strength increasingfrom 450 people in the year 2004 to over 15000 employees in March 2008 (including

Nokia Siemens Networks). Today, India holds the distinction of being the second largest

market for the company globally.

Devices business

Nokia has established itself as the market and brand leader in the mobile devices market

in India. The company has built a diverse product portfolio to meet the needs of differentconsumer segments and therefore offers devices across five categories ie. Entry, Live,


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Connect, Explore and Achieve. These include products that cater to first time subscribersto advanced business devices and high performance multimedia devices for imaging,

music and gaming.

Nokia has been working closely with operators in India to increase the geographicalcoverage and lower the total cost of ownership for consumers. Today, Nokia has one of

the largest distribution network with presence across 1,30,000 outlets. In addition, the

company also has Nokia Priority Dealers across the country and Nokia Concept stores

in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore andMumbai to provide customers a complete mobile experience.

Services business

With the global launch of Ovi, the company's Internet services brand name, Nokia is

renewing itself to be at the forefront of the convergence of Internet and mobility. From

being a product centric company, Nokia is now focusing to become solutions centric. The

strategic shift is built on Nokias bid to retain consumers and empower Nokia deviceowners to realise the full potential of the Internet. Nokia will build a suite of Internet based

services like Nokia Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.

Infrastructure business

Nokia Siemens Networks is a leading global enabler of communications services. The

company provides a complete, well-balanced product portfolio of mobile and fixed

network infrastructure solutions and addresses the growing demand for services with20,000 service professionals worldwide. Its operations in India include Sales & Marketing,

Research & Development, Manufacturing and Global Networks Solutions Centre.

Headquartered in Gurgaon, Nokia Siemens Networks has 47 offices and presence in over

170 locations across the country.

R & D centers

Nokia has three Research & Development centers in India, based in Bangalore and

Mumbai. Engineers who are working on next-generation packet-switched mobile

technologies and communications solutions to enhance corporate productivity staff theseR&D hubs.

The Center in Bangalore, the biggest R&D site in the country comprises S60 SoftwareOrganization, Common Technologies, and Next Generation now called Maemo Software,

Productization and Software & Services.

Design Studio

Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School ofArt, Design and Technology. The first of its kind, the design studio will give Nokia

designers and Indias talented youth the opportunity to work together on new design

ideas for India and the global markets.

Manufacturing in India


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Nokia has set up its mobile device manufacturing facility in Chennai, India to meet theburgeoning demand for mobile devices in the country. The manufacturing facility is

operational with an investment of USD 210 million and currently employs 8000 people.

Nokia has recently announced fresh investments to the tune of US $ 75 million towardsits manufacturing plant in Sriperumbudur, Chennai for the year 2008.

Some firsts for Nokia in India

1995 First mobile phone call made in India on a Nokia phone on a Nokia network1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones

2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 Local UI in additional local language

2006 Nokia manufacturing plant in Chennai

2007 First vernacular news portal.

Nokias Major Step towards Environmental Concern.

Take-back and Recycling Awareness Campaigns Phase IThe take-back and recycling awareness campaigns aim at driving behavioral changesamongst consumers and educating mobile phone users about the importance of

recycling. The Indian consumer research findings have revealed that recycling is not in

the consumers mind space. The first pilot campaign was launched on 1st of January2009 in 4 cities Bangalore, Delhi, Gurgaon, and Ludhiana.

During the pilot, Nokia encouraged mobile phone users to recycle their old handsets and

accessories, regardless of the brand, and promised to plant a tree for every phonedropped during the campaign period in these cities. As a result, over 3 tons of old phones

and accessories were collected in 45 days of the campaign period from these 4 cities.

The lessons from the successful pilot campaign were considered for development of thesecond phase campaign which was launched in September 2009.

Take-back and Recycling Awareness Campaigns Phase 2


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In the second phase, the Planet Ke Rakhwaale (PKR) take-

back and recycling campaign extended to 28 cities across India

from September 2009. The mobile recycling awareness

activities were initiated at Nokia Care Centers and Nokia PriorityDealers in 28 cities. This was supported by an extensive media

campaign on TV, radio and print featuring Shah Rukh Khan andlaunch of the community portal www.planetkerakhwaale.com.The campaign aimed to inspire young minds to spread the

recycling message. For every handset, regardless of the brand,

dropped in the recycle bin, Nokia promised to plant a tree.

The take-back campaign continues with activities across the country.

SEGMENTATION OF THE MARKET BY NOKIA N Series

Major segmentation variables for consumer markets are:

1. Geographic:

Nokia Nseries has targeted towards metro and tier-I cities. The main reasonbehind this is the segment size available in these urban cities. 50 percent ofNokias sales come from the Asian Pacific region in which India and China holda majority. As far as countries go, India and China are the prime targets forNokia in the near future because of the booming telecommunication market inboth these countries.

2. Demographic:Age:Nokia Nseries is a phone, which is a target towards young adults in the agegroup of 18-35 years. India has a median age of 25.1 years as of now2 and itwill cross the mark of 30 years in 2025. Nseries is a phone, which is targetedtowards young adults between the age group of 18-35 years. So it iscompletely understandable, that why Nseries is targeting this particularsegment.
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Gender:The number of male mobile users is higher than the female mobile users,especially in India3. But the population sex ratio is 933 females to 1000 malesthat are almost equal. So Nseries came out with special models for femaleconsumers in pink and plum colors to attract female segment. This was amarketing strategy to target the females.

Income Levels:The Nseries range starts from Rs 7800/- and ranges up to Rs 35500/-. Thereare many mobile dealers who finance the mobile phone purchases. This hasincreased the segment size for Nseries when it comes to income levels.Consumers from the upper class to middle class are targeted based on theirincome levels because of the vast variation in the prices of various models.

Family Size:The number of mobile phones per family is increasing in India year by year.With the rise in the income levels of the middle class their spending power hasincreased remarkably. Nokiaadvertised itself as a necessity to know about thewell being of your lovedones. Although this wasnt an advertisement forNseries still this portrayed the fact that even for a small family of three, twomobile phones are required.

3. Psychographic:

Life Style :Lifestyle is a way of life. Nseries has a lot of features, which are used to targetconsumers with varied tastes and interests. Feature like a 5 Mega Pixelcamera will attract a consumer who is interested in photography; on the otherhand the Internet browser feature will attract a consumer who travels a lot.That person can access emails via the mobile phone itself. This way Nseriescan be related to varied lifestyles but it is very tough to have a directcorrelation with a particular type.

Personality:The strengths of Nseries are its music, camera and the Internet browser


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feature. This segment includes all who like listening to music and want toassociate the cool image with them. In a few cases that are interested inphotography and browsing on mobile phones can also relate with this phone.College going students and young executives come in this segment. Nokiacame up with Series, which has a formal look to it, targeting other executiveswith more experience.

Values:

According to Nokias marketing director Mr. Wilster, values are very importantaspect of segmentation for Nokia. When a person holds a phone the Feelgood factor should come in. With so much of competition, products are notbeing bought on their functional values but on the perceived value5. Otherthan this Nokia and the psychographic values cannot be interrelated. SoNseries is a product, which is specially designed to deliver more than just theoperational features.

4. Behavioral Segmentation :

Occasions :

Nokia provides discount offers on its Nseries range during festive seasons toincrease their sales. The rates of these mobiles go down during Diwali,Dhanterus, Aadi (in south India) and on many other occasions like these.People are more willing to spend money during this period of time. As a result,a major segment of the market is targeted during these times. Other thanthese, mobiles are gifted for birthdays, anniversaries and other specialoccasions.

Benefits :Benefits associated with the Nseries are music player, good quality camera,durability, quality, ease of reparability, Bluetooth, internet browser, soundclarity, but most essentially a user friendly OS and long battery life. Theseadditional benefits are used to target the consumers.

User Status :Based on a survey conducted by Nokia, they segmented the market into fourtypes of customers. The Nseries is not segmented for the first time users. It isfocused towards a segment termed Explorer. This segment comprises ofconsumers who are well aware of the market and the product. They arelooking for very good features. They can be non-users, users or ex users of thebrand.

Usage Rate :Nseries has a long battery backup especially when compared to itscompetitors. Based on this they have been able to target consumers who usetheir phones extensively.

Buyer Readiness Stage:Nokia is a very prominent brand in the market with a share of above 40percent in the global market and around 53 percent in the Indian market7 .Somost of the people are aware and informed of this brand. Nseries is the fastestselling product line for Nokia. As a result Nseries markets itself to attract the

interested and ready to buy customers, as this segment is large enough tosustain profitable operations.


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Loyalty Status:Retaining customers is essential for Nokia as people tend to change theirmobiles in 2-3 years. During this period their income levels also rise normally.So Non Nseries users who have used Nokia in the past will tend to buy anNseries phone. As a result Hard Core Loyals and Shifting Loyals are veryimportant. Shifting Loyals and switchers are targeted using other marketingtechniques also.

Attitude:Market has never been negative or hostile towards Nokia. So Nseries has beenable to target the enthusiastic and positive groups very efficiently. There is asegment, which is really enthusiastic about all the upcoming products ofNseries. Nokia cashes upon this opportunity by setting high prices initially andthen lowering the price later for people with a positive attitude towards theproduct.

POSITIONING STRATEGY OF NOKIA N series

Nseries positions its products using the followingdifferentiation strategies and they are as follows:

1. Product differentiation:

Form:Mobile phones do not come in different forms, so this differentiation is notapplied on Nseries.

Size of Packaging:Mobiles are bought because of their features, pricing, looks, style, durability,

user friendliness, size and not based on the size of packaging. So this type ofdifferentiation is not applied on Nseries.

Features:Nokia differentiates its Nseries mobiles by providing the latest multimediafeatures. Other than the normal features of a phone, Nseries can be used as amusic player, user friendly OS, video capture and photography by providingcameras of 1.3 to 5.0 megapixels, mobile gaming, good colour resolutions,Bluetooth, internet services, touch pads, internal memory USB ports, emailassistance and FM radio. Nseries aims at users who e looking for a package ofmany features in a single device.

Design:Nseries mobiles are highly attractive phones with a basic candy bar design9,flip open design and slide open design. The phones normally measures around11 cm high 5 cm wide and 2 cm thick, the gross weight varies between 100-170 grams10, making this handset very light for the user to carry in their handsor pockets.11The mobile comes with a dual slide mechanism. The slide upreveals the keypad and the downward slide uncover the stylish music keys.

Durability and Reliability:It is the products expected operating life under natural conditions. Nokia hasbeen known for its reliability and durability. The perception in India is If its


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Nokia then it has to be good. It has been there for a very long time. Nserieshandsets come with a warranty of 1 year; even the accessories such aschargers also come with a warranty period of six months. The incident of BL5batteries proved that Nokia is a reliable company and cared about itscustomers.

Ease of Reparability:Nokias spare parts are easily available in any of the mobile service shops. The

local repair shops and vendors have acquired the expertise in repairing Nokiaphones in India. This has really increased the ease of reparability in the caseof any Nokia mobile phone including Nseries. Still there is an issue becausemany technologically advanced spare parts like the cameras; Bluetooth chipsare not readily available with the local dealers. But these are easily dealt with,by authorized service.

Product Quality:There are four levels of performance quality: low, average, high or superior.Nseries has highperformance quality. Nseries also has a few certifications for its mobile

operating system like VPNC certification, ITSEC certification, EAL4 certification,ICSA Labs certification and FIPS certification that prove its quality.

2. Service differentiation:

Ordering ease:The Nseries is available in all leading and small-time mobile shops. Theseshops are located in varied locations and are in abundance. So when it comesto ordering an Nseries, it is so easily available that a perspective buyer has tonormally travel a short distance to find an outlet to purchase it. Hence Nseriesis right in front when it comes to ordering ease.

Delivery:Delivery is also another front where Nokia faces not much trouble. Since theconsumer makes the purchase directly, no delivery services are required.Sometimes if the stock is unavailable in a showroom, customers are eitherrequested to go to another store where the stocks are available or just askedto come on a later date when the product will be available.

Installation:For a product like an Nseries, no installation is really required other than

installing the phones software application on the users personal computer.Hence this is not really a differentiating factor.

Customer Training:With the level of increased awareness among the general population aboutthe usage of the mobile phones, the simple technology being used has madeit a laymans accessory. The only customer training that Nokia provides is atits showrooms at the time of purchase and even later, if required. This trainingis on the basic usage of the phone and when it comes to high-end phones likethe Nseries.

Guaranty/Warranty:


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Nokia provides a yearlong guaranty period on all of its phones. When it comesto the Nseries, the service is far more extensive. Other than just repairs incase of any problems with the phone, Nokia, in some special cases, alsoreplaces the phone. This is a service that is provided only by Nokia and noother company in the Indian Market provides a full product replacement.

Financial Arrangements:This is one front in which Nokia as a company hasnt taken any steps. All the

Nokia dealers are based on a franchisee model. Although all these showroomshave the facility of credit card payment which can be converted to loans. Thisfacility is not a provided by the parent firm. So Nseries is not differentiatedbased on financial arrangements.

After Sales Services:This is probably the most important differentiating factor when it comes toservice differentiation. Nokia has set the benchmark for providing quality aftersales services. They provide fast and effective solutions to the problems facedby their respective customers. It is well known that Nokia has the mostdominant presence in the mobile phone market and it is expected that theywill provide quality after sales services and till now they have done a fantasticjob leaving their competitors way behind in this context.

3. Personnel differentiation:

Competence:It is the ability of personnel to understand the problem/requirement ofcustomers. Nokia Care deals technical faults in the phones. For solving anyproblem, the sales executives need proper knowledge about all the products.For this purpose all executives of Nokia Concept Showroom are given

training and a handbook to understand the problems of the customers. At thesame time the owner of the Nokia Care center is coached to train all his/heremployees. There are certain norms that have to be followed at all the NokiaPriority centers and Nokia Care Centers. A technical representative isrequired to be present from 10 am to 6 pm without fail.Courtesy:This means that the personnel should be friendly, respectful and considerate.The entire sales executives are trained to treat all the customers with respect.There are certain norms that all the employees have to follow at all the NokiaPriority and Nokia Care centers. There is a dress code and many dos and

donts while interacting with the customers. Call center executives are trainedto a much greater extent. Their responses are a bit monotonous which makesthem too courteous; it is better than sounding rude.

Credibility and Reliability:Credibility is the trust we have on the personnel and reliability is theconsistency and the quality of service that is provided. Nokia showrooms arevery prompt with their services compared to its competitors, especially afterthe setting up of the plant in Chennai. As a result the service time promised tothe customers by the personnel are normally met. This increases theircredibility and reliability.


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Responsiveness:Nokia cares about its customers a lot. Any query left at the showroom or thecustomer care center is attended to as soon as possible. Nokia takes theinitiative to inform the customers as soon as their problem/query is resolved.Other than that at the showroom also, the time taken for any problem solvingis really low because of the presence of properly trained employees.

Communication Skills:

This involves the effort to understand the customer and communicate in aclear way. For doing so, again the training given to all the sales and call centerexecutives pays off, as in these training sessions proper guideline on how tocommunicate with the customers is given properly. This helps the employeesto make their communication skills better.

4. Channel differentiation:Nseries has gained a huge competitive advantage by setting up manydistributers throughout the country. Nokia has over one-lakh distributersacross India. Nseries is available in more locations than its competitors in thesame segment. This makes the product easily available. Their distributionchannel is far more superior compared to any of their competitors. Samsungrecently has started acquiring the Nokia distributers to increase their marketshare. They have been successful in other countries but this hasnt paid off inIndia.

5. Image differentiation:Logo:Nokia has not made any significant changes to its logo in the period that it has

been present in the Indian market. Over the 13 years of its presence in India,Nokia has changed its logo only once. Earlier Nokia had a Nokia arrows logo.Then it was replaced by Nokia Connecting People. This was a change in themarketing strategy of the company. It wanted to relate to the people byconveying the message that Nokia helps in building relations. Before thesetwo logos, Nokia had two more logos when the firm had not entered thetelecommunication sector and were producing rubber products.

Companys Management:As far as the management of the company is concerned, as a way of showingthe true picture of the company, there is not much that can be said. The

management, in the Indian perspective has not played any major role in theformation of the image of Nokia. The company did take initiative to becomesocially responsible though. The management had taken the decision toassociate itself with WWF-India to promote the initiative of Save The Tiger.Atmosphere:When we talk about the Atmosphere aspect, we are talking about the feel ofthe officialShowroom/office. For Nokia, this has never been a problem. And for theNseries, Nokia has gone one step further. Other than revamping most of theirpriority dealer outlets to exemplify the brilliance of their product, Nokia hasalso setup seven Nokia Concept Stores. These stores are designed in such away that the customer will feel that he/she is standing in the middle of a


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cellular Tech Hub.

Media:Nseries advertises in fashion periodicals, English movie channels and musicchannels. Other than that print media is also used a lot. A lot ofadvertisements of Nseries can be seen during Formula1 races and footballmatches. This is to target to the segment, which is interested in music and thehigh end users.

Events:Nokia on the whole has sponsored many events like the 2008 Cannes LionsInternational Advertising Festival and the 50th Grammy awards. This is toposition itself as a brand, which is associated with entertainment. India is acountry, which worships cricket. To use this as an opportunity, Nokiasponsored the team owned by Shah Rukh Khan, Knight Riders. This way allthe cricket followers will become much more aware of the brand.

CRITICAL ANALYSIS OF N series POSITIONING STRATEGY:

Importance:Positioning is really important. There are many competitors in the market whoare trying really hard to snatch the market share of Nseries. If Nseries is notpositioned properly, it could easily loose market share to brands like Sony Wseries, Samsung U series and Motorola V3i. Nokia has positioned Nseries asmusic oriented phone. Sony, Motorola and Samsung are trying to give Nokia arun for their money by signing brand ambassadors like Hrithik Roshan,Abhishek Bachhan and Aamir Khan. All three come in ads of Sony, Motorola

and Samsung respectively. Nokia is not using any brand ambassador forNseries. The advertisements given for Nseries are feature based. AlthoughShah Rukh Khan has been signed as the brand ambassador for Nokia, hehasnt featured in even a single advertisement for Nseries.

Distinctiveness:Nokia has been very successful in creating a distinct image for Nseries. Thegood thing about this product is the way people have perceived it as a musicphone with a very good camera. It is a full package of the latest multimediatechnology with the easiest user interface. A separate range for the ladies inpink and plum colours, front and back camera and slide cover for the camera

has made Nseries a distinct brand in the market.


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Superiority:Nokia has been in the Indian market for over 13 years now. Over this period oftime they have built a rock solid image in the eyes of their target segments.This image has shown its effect on the N-series range also. The Nseries usesan OS provided by Symbian, which is known to be the fastest, and the mostefficient OS in the market. Also Nseries is known for its user friendliness. AlsoNokia phones are known to provide the longest battery back up.

Preemptiveness:N-series was the first phone in its segment to introduce a phone meant formusic. It also introduced phones in pink and plum colour for the femalecustomers. Motorola then copied this trend, but it wasnt successful. Nserieswas the first phone to have a camera in the front and the back. It waspreemptive in many of its design and software features also. So beingpreemptive helped the Nseries range to gain an edge above its competitors.Above all Nokia was the first brand to sponsor a cricket team, Knight Riders.Now people will relate cricket as well as entertainment with Nokia because ofthe Shah Rukh Khan factor. Although even Spice did the very same thing theirstrategy didnt pay.

Affordability:Affordability is a very important aspect of positioning. The Nseries ranges fromRs. 7800 to Rs 35500 in India. With all the financial facilities available thesedays, we can say that the number of customers who can afford the N-seriesrange has gone up. The customers perceive Nseries to be good value formoney, so even though the prices are a bit high the brand can be said to beaffordable because of the entire package it provides.

Profitability:After setting the price, the sales figure achieved should be high enough togenerate substantial profits. The annual sales figures of Nokia are rising inevery quarter. The sales share of Nseries is increasing in the revenuegenerated. As a result we can conclude that Nseries is generating substantialprofits for its parent firm, Nokia.

PITFALL S IN THE POSITIONING OF Nseries:

Under positioning:

Nseries would have suffered if it had positioning itself just as a music phone.Nokia realized that Nseries would loose its charm if this continues. As a resultNokia came out with many new models of Nseries and focused on otherfeatures while advertising Nseries.

Over positioning:Initially the prices of the Nseries were assumed to be out of reach of themiddle class. Seeing this Nokia started advertising Nseries with the pricesmentioned below the respective models. This way they were able to avoidover positioning.

Confused positioning:Nseries products were a luxury product initially because of the high prices. But


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as the prices went down many other income segments were able to afford thesame. This could have created confused positioning, but the fact that theprices of all the competitors also fell didnt let this happen.

Doubtful positioning:Nseries has never claimed anything, which is not believable by the consumers.So Nseries has never faced the problem of doubtful positioning.

FACTORS IMPACTING THE BUYING BEHAVIOR OF NOKIA N-series

1. Cultural Factors:

Values, Perception and Preferences:An Indian child is exposed to values like respect and care for elders,achievement and success. The percentage of nuclear families has risen from68.10 per cent to 70.40 per cent in 200118. So there is a need ofcommunication between them. Our culture has strong family values. Theyouth is fond of latest technologies in mobile phones, which N series provides.When a person with strong cultural values needs the combination of all themultimedia features and a device to communicate, Nseries in the best choice.Nseries is also considered to be a status symbol so if a consumer possesses it,he will sense a feeling of success and achievement and in the process makehis/her family proud.

Subculture:Nseries provides OS in many languages like Hindi, Tamil and other languages.This attracts many customers towards this product who have difficulty inoperating phone instructions in the default English language. Advertisementsin different languages also help them to relate to the brand in a better

manner.

Social Class:Social class includes different factors like occupation, education, income, raceetc. On the basis of income consumers can be divided into upper, middle andlower class. Consumers in the genre are well aware of the products of Nseriesbecause of the advertisements and word of mouth.

2. Social Factors:Reference Groups:Membership groups like friends, family and co-workers are the second most

influencing factor for gaining information about mobile phones. The generalperception about Nseries is very good. As a result most of the times theinformation received gives a positive image about the brand. 65 percent didntown an Nseries phone and out of these more than 90 percent aspired to ownthe very same. The association of Nokia with SRK as an opinion leader hasalso influenced the consumers a lot.

Family:Family helps in forming a perception about a product. The opinion of oneperson in the family can influence the buying behavior of the consumer. So in


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case a family member has had a bad experience with Nseries, it will directlyimpact the buying behavior of the consumer.

Roles & Status:Nseries is considered as a status symbol or a luxury good by more than 75percent of consumers. So Nseries adds to their status and thus perceived as avaluable status symbol. So expectations of those people who have Nseriesmobiles affect the purchase of others.

3. Personal Factors:

Age and Stages in the Life Cycle:Users of different age groups buy different Nokia mobile sets according totheir needs. The youth which forms a 75 percent of the India populationwillprefer buying a Nokia handset that is equipped with more of latesttechnological advancements. Nseries advertises itself with the caption of'Zindagi kenaye mod pe, aa gaye aaj hum' which makes this phone fit for anynew occasion or change in your life. So it targets students entering college,college students going to work and so on.

Occupation and Economic Circumstances:There is no difference between the attitude towards Nseries by students,businessmen and service-oriented consumers. The consumers prefer buyingthe mobile when they have saved enough money to buy a phone.

Personality and Self Concept:Consumers who are competent or like excitement or sincerity will go for theNseries line. Nseries is a reliable brand, which provides competence. It hasmultimedia features, which can be used in many imaginative ways. Anddelivery on promise and durability will attract the consumers who are sincere.

Being a status symbol the sophisticated class will also go for this product.

Lifestyle:Lifestyle is a way of life. In general Nokia Nseries has a lot of features, whichtarget people with varied tastes and interests. Feature like a 5 Mega Pixelcamera will attract a consumer who is interested in photography. On the otherhand the Internet browser feature will attract a consumer who wants anytime,anywhere Internet access. This way Nokia Nseries can be related to variedlifestyles but it is very tough to have a direct correlation with a particular typeof life style.

nokia with reference to cb aspects

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