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Example research essay topic: Product Life Cycle Mobile Phones - 1,417 words

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... of upgrading their phone by exchanging their old phone. Shopping: While for some people this might be classified as shopping. They are more likely to buy the phone when they need it and will be looking at its quality and whether it will suit them. The price is usually quite high but most customers are willing to pay this price (http 2). The distribution of this phone is usually in specific mobile phone shops and websites that sell mobile phones.

Although the Nokia 7210 can now also be found at Hyper Markets or large stores such as Tesco. The promotion of this phone is more carefully targeted at the teenagers/ young adults. This is done by a range of advertisements targeted at this market. In terms of the classification of the industrial product the phone can be seen as an accessory equipment as it provides support but does not come part of the final product Mc Carthy (1999). Range The Nokia 7210 comes in a range of colours giving the selected target market a variety of choice to suit all people choices. The type of colours that the phone comes in is Black, red, maroon, yellow, grey green and pink.

The phone also ranges in the type of Networks you can get the phone in (i. e. Orange, O 2, T-mobile, Vodaphone). The product mix is that Nokia also sells other products such as the Nokia media master and provides tools for making networks such as nodes and IP security platforms. The product line is that Nokia also sells other categories of mobile phones such as the 3310, 3410, 8310 and 3210. The product item is the Nokia 7210.

Brand The phone the Nokia 7210 does not actually have a brand name. The company has it is called Nokia. Nokia Group the Finland-based manufacturer of mobile phones has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the number one brand in many markets around the world. When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way.

The specific message that is conveyed to consumers in every advertisement and market communication is " Nokia connecting People" Nokia does have a logo, which looks like this: - All of the Nokia 7210 have this logo on their phones. However instead of blue it is white and it can be found in the top centre of the phone as you can see from fig 1. Currently their slogan for the Nokia mobiles is "Connecting People." The actual product the Nokia 7210 also has a advertising slogan such as "The Right Attitude" and "body Beautiful" From sources Http: 2 when considering the Nokia 7210 the company have tried to give it a brand image. Product design is clearly critical to the success of the brand. A great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character.

The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product." The shape of phones is curvy and easy to hold. The faceplates and their different colours can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality.

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. According to a variety of consumer surveys, the Nokia brand is associated with well-designed, high quality and technologically advanced products and customer services that are also user-friendly. We have invested considerable resources in establishing the Nokia name as the leading brand in mobile communications. We intend to sustain and enhance the Nokia brand through aggressive advertising, sponsorship and other marketing activities in all of our principal markets.

We believe that our leading market position provides significant opportunities for Nokia to better understand and respond to the usage patterns of end users, and thus enhance the Nokia brand. http 1 Stage in Life Cycle Nokia mobile phones in general have reached maturity stage in the system life cycle. However the Nokia 7210 is a new mobile phone as can be described as being in the late stages of the introductory stage and the early stages of the growth stage. This is because the Nokia 7210 has come into the market in October 2002 and therefore is quite and people including the target market know about the Nokia 7210 and more people are buying it. The sales of the Nokia 7210 expanded during the Christmas Period bringing it to the early stages of growth in the product life cycle.

Currently Nokia are trying to extend their product life cycle. At the moment Nokia mobile phones has reached maturity stage they are trying to make sure that the product does not go into decline. It can do this in several ways: - It is promoting its product more frequently through TV, Internet, magazines, leaflets, radio and posters. Finding new markets. Nokia have introduced their mobile phones to other countries such as Asia and other parts of Europe.

Developing new distribution channels. The Internet is a major new distribution market that Nokia are currently using. Customers can now purchase their mobile phones on their website. There is also the possibility of purchasing the new mobile phones early before they reach the retail outlets. Also Nokia distribute their phones to online mobile shops such as dial a phone, where they sell the phone at special rates. Nokia keep updating their phone ranges.

For example the 7210 will soon have and up dated version of this phone called the 7250, which provides and integrated camera. Introducing new services such as Internet and picture messaging. Also new Nokia phones provide new facilities such as Radio and Games. Provide the opportunity to upgrade their phones on their website this helps obtain brand loyalty as well as extending the PLC of Nokia phones. Enhancements. While not everyone may be able to constantly change their mobile phones Nokia provide the ability to change covers, download games from their website and change ring tones.

This also is the same for the Nokia 7210. While the phone was introduced into the market in October 2002. It is currently and the late introductory early growth stage of the PLC. Nokia want to keep this phone at the growth stage, as long as possible this is why the Nokia 7210 comes with a range of enhancements and accessories. The phone comes with a range of covers so that customers especially the target market do not get "Bored" with their phone they can buy covers to make the phone look different. They can download additional software to the phone form Nokia website such as dictionaries and games, ring tones and screen logos.

Nokia 7210 comes with 275 kb of free space for exactly this purpose. As well as this the phone comes with accessories such as a small-integrated digital camera, which you attach to the phone so that you can take pictures with it. Diagram of Nokia PLC (all phones) As you can see from fig 3 the Nokia mobiles have reached the maturity stage of the stage of the PLC. Although this is the case for Nokia mobile phones, mobile phones in general are said to be in the growth stage of the system life cycle. Kotler (2000). Diagram of Nokia 7210 PLC Fig 4: PLC of Nokia 7210 As you can see the Nokia 7210 has only just started to reach the early growth stage of the product life cycle.

Price Relevant Internal and External Influences Some of the external influences that influence external influences o...


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Research essay sample on Product Life Cycle Mobile Phones

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