CUSTOMER ANALYSIS

OF
NOKIA

Presented By-
Deepak Khandelwal
 COMPANY PROFILE
o Founder- Fredrik Idestam,(1865)
o Headquarters- Espoo, Finland
o Area served- Worldwide
o Key people- Jorma Ollila (Chairman)
Olli-Pekka Kallasvuo (President & CEO)

o Products -Mobile phones

Smart phones
Mobile computers
Networks
o Services- Services and software
o Divisions- Device
Services
Solutions
Markets
STRATEGIC MARKET MANAGEMENT
 CUSTOMER ANALYSIS

Segmentation
Customermotivation
Unmet needs
 SEGMENTATION

o Identification of customer groups that respond

differently than do other customers groups to
competitive strategies.

o Two approaches to define segments:-

Customer characteristics
Product related approaches
SEGMENTATION
 SEGMENTATION

Communicator Classic
CUSTOMER CHARACTERISTICS
(NOKIA)

• Functionality and fashionable mobile devices

coinciding with differences in cost with lifestyle..

• Nokia have different models for different customers on

the basis of their level of income.
PRODUCT RELATED APPROACHES

• Professional user
• Home user
• Youth
 CUSTOMER MOTIVATION

It is the represents a dimension for which

adequate performance must be obtained.
It is play a role in defining the strategy of the
business.
Its two type-
 Business Purpose- Reliable service, easy to use,
frequentely play programme, battery back up &
comfortable services
 General Purpose- Price, quality, product
CUSTOMER MOTIVATION ANALYSIS
 HOW TO ANALYSE MOTIVATION

Based on:-

Qualitative
research
Changing customer priorities
CHANGING CUSTOMER PRIORITIES
 UNMET NEED
An unmet need is the customer need that
is not being met by the existing product.
It is the opportunity and threat of the
company.
Its identify by
Uses experience
Problem emerged
User experience
 PROBLEM EMERGED
 You are using an S60 phone, say N95 or N82 or N78 or N96 or 5800…. and
then you bought a new S60 phone… say… N86.. or N97… and you are
frustrated because you have no idea how to transfer all your data (contacts,
SMS, MMS, media, etc) from your old phone to your new one. Switch is
your solution. It has been lying deep inside S60 phones for a while now and
I see a lot of people are still unaware of this great feature.
 PROBLEM EMERGED
o It seems that Nokia may have been a little hasty in
mocking Apple’s blunder. A number of videos have
emerged on YouTube showing Nokia phone reception
dropping when held. These include videos of a Nokia
E71, Nokia 6230, and Nokia 6720.

o The Nokia 5300's memory card slot is an inconvenient

location, and its internal memory is a measly 5MB
 PROBLEM EMERGED

o Following the news that Apple’s latest iPhone 4

shipped with an antenna problem linked to the
way the device is held, Nokia wasted no time in
producing a tongue-in-cheek guide entitled “How
do you hold your Nokia?

o The Accelerometer Motion Sensor

(a feature initially kept hidden by Nokia)