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... one efficiently and get technical advice from Nokia own experienced staff. Distributor Characteristics. Many customers are buying a technical product such as mobile telephone, they want to know as much as possible about the phone and how it will benefit them, this is why Nokia mainly distribute their phones to mobile shops. As staff are trained so that so that they can give customers advice and information about the mobile phones. Nokia have two forms of distribution channel structure this is the direct supply via the Internet as Nokia sell directly to their customers through the Internet.
Also Nokia have the short channel as the phones go from producer to retailer. Strategy Nokia distribution channel for the Nokia 7210 is Selective. Total number of outlets that sell the Nokia 7210 in Swansea: 14 (This includes all mobile phone shops including Argos and Index) Note Tesco do not sell the 7210 as they tend to just sell more older versions of the Nokia phones. The Number of Outlets per Region: A small number Distribution focus: Retailer Knowledge most of the places that sell the Nokia phones are mobile phone shops so staff are trained to know a bit of information about the product before they sell it.
Number of Potential purchasers: Medium mainly teenagers and young adults Level of planned purchasing: Medium/High some people may decide to buy the phone in advance while other will just buy it when they need it or as soon as it comes into the market especially since the opportunity of upgrading handsets is high. Typical Price: High/ medium while some people may find this a high price other will find it a medium price compared to other phones of similar type in the market. Channel Dynamics: While Nokia sell their phone for 299. 99 on the Internet companies such as Dial a Phone the internet mobile shop have recently offered this phone free after only being in the market since October 2002. However this is only if you buy it with a monthly contract with 28 line rental. Nokia have very little influence on how it is sold on distribution channels such as these. Promotion Promotional Tools and Their Influences Here are some of Nokia promotions that they used in 2002: Sales Promotion Nokia are giving away a free photo fun pack, which is available to all customers who purchase a 7210, 7650 or 9200.
So that customers can send photo messages. The Nokia 7210 does not come with a in built camera, however you can purchase this phone for an extra 80. The Nokia 7210 comes also free with head phones so that customers can listen to the in built radio. A free hands free speaker. 725 kb of free space so that customers can download games and software Free Software. You can download the PC Suit free from Nokia's website which allows you to access features of your mobile from your computers.
For example you configure ring tones and graphics them send them to you mobile. This also comes with a free user guide on how to use this facility. Free support available on the internet Free membership of Club Nokia where you can purchase equipment such as phone covers Advertising 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 (web). Most of the advertisements for the phone promote the phone as being the most fashionable phone of the year. The actual product the Nokia 7210 also has a advertising slogan such as "The Right Attitude" and "body Beautiful" The urban image that the phone is given is there so that it can appeal to the target market.
Here is a clip of an advertisement for the Nokia 7210: - As you can see from the above advertisement Nokia have decided to advertise the Nokia 7210 by its brand image as well as giving the phone its own slogan "The right Attitude" as you can see from fig 2 the girl on the picture as a sign on her head. However if you look at the shape of the keypad on the Nokia 7210 (fig 1) you will see that the shape is the same. The Nokia 7210 is also advertised on magazines and newspapers. Also celebrities will use the Nokia 7210 in adverts and films. Personal Selling Personal selling of the Nokia 7210 is in mobile phone shops. Staff are trained to learn some information about the phone so that they can offer help on any queries of the customer.
Both The Link and Carphone Warehouse provide demonstrations on how the phone is used they both also have buyers guide magazine that give some information on the Nokia 7210. Public Relations To drive membership for Club Nokia, the community for Nokia phone owners, Nokia launched a promotional campaign, which includes a consumer promotion, supported by radio advertising to win a Mini Cooper car each month during April, May or June, as well as a retailer incentive to win a VIP trip for two to the Italian Grand Prix. Nokia and Capital Radio plc launched Capital M 8, the UK's first cross-network interactive radio service for mobile phones, together with Rocking Frog and O 2 in June. The interactive service between the user and 95. 8 Capital FM can be used by any SMS or WAP phone but its best features will be maximised using phones that have both GPRS functionality and an FM Radio e. g. the Nokia 8310 or Nokia 6510.
Nokia sponsored the Rip Curl Newquay Board masters, the UK's largest lifestyle sports festival 27 July - 4 August 2002. Nokia rolled out a tide of surfing activities as part of its sponsorship, with participants being able to text each other via the Nokia Chat Screens, download material from Club Nokia or just pick up some cool summer fun gear on the beach. The English version of Nokia The Inside Story hit the shelves in early August. To celebrate the occasion, Nokia UK Corporate Communications hosted an informal media event in the offices of Pearson Education plc on the Strand, London with a chance to meet with the people behind the book, including the author, Mr Martin His. The Nokia Global Games Summit in London in late August included demonstrations from leading mobile games developers from around the world, a chance to see the latest games and meet leading operators and Nokia. During the summit, Nokia and the Korea Game Development & Promotion Institute (KGDI) announced the signing of an agreement of mutual support for the development and deployment of Korean digital content for mobile communications.
As the Official Mobile Phone of London Fashion Week for the eighth season, Nokia has once again teamed up with 14 of the hottest British and international designers to produce this season's Nokia Designer Collection. Only three must-have Nokia 7210 phones are produced for each design - one for the designer, another for the celebrity inspiration and a third for online auction in support of Terrence Higgins Trust. Direct Marketing Nokia 7210 can be bought directly form Nokia 's website. Nokia says that allowing customers to phones online also allows them to see other products and services that they offer for example downloading software and games.
Most of Nokia online customers are the younger generation as conducted from a recent survey from Nokia forum. Http: 1. Push Strategy Handset manufacturers Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
This is an example of push promotional strategy. Pull Strategy A lot of promotion and advertising for the Nokia 7210 is done by Nokia through its website. [/b]
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