Targeting strategy

Pull vs Push Strategies: By increasing its brand loyalty in past few years, Nokia has become more of a pull brand. Customer have started going to Nokia showrooms and asking for latest handsets.

Nokia Marketing Strategy:

1. Nokia club was born to strengthen the loyalty of Nokia mobile phones' users, in order to offer them enterprises, duties, contents, meanwhile boosting the commitment towards customers.

2. Nokia's communication strategy is planned as the sole activity of media-mix, structured by offline, online and below the line programmes. Nokia's marketing plan is mainly based on two essential elements: the rank of products and the needs of customers, belonging to the same category.

Nokias current marketing strategy

The marketing mix

1.Price- The phones that Nokia produce are usually sold at high prices (new phones can be expected to enter the market at around £200+, if they carry the latest technology). The price of the new phones usually decreases after an introductory period, which is usually around 2 months long. Nokia's prices are usually competitor based, in such a way as, they try to keep their prices a bit lower then those of the closest competitors, but not as low as the "smallest" competition as consumers do not mind paying the extra money for the "extra quality" they will receive with a well known brand, such as Nokia

2.Place- Nokia phones are generally sold at all established mobile phone dealerships. The products are only sold in the electrical suppliers and stores other then dedicated phone dealerships after the introductory period so the phones can remain limited edition, as this will encourage younger consumers to buy them.

3.Promotions- Nokia tend to promote the new technologies and mobile devices they create using one big advertising campaign that focuses on a singular technology instead of each individual handset so they can appeal to a lot of different markets with one campaign.

4.Product- Nokia phones tend to include all the latest technology and a lot of the consumers favourite aspects such as text messaging and games like Snake and Memory. When the phones came out they were big and bulky and quite unattractive but now they are all quite sleek and stylish with phones now getting small enough to fit in the palm of your hand as standard. Most of the phones produced nowadays have accessories that consumers must buy with them (carry cases, hands free kits and in-car chargers) these generate Nokia a lot of profit, as they are very high priced.