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Lets have a sneak peak into the marketing mix of Nokia given by the 4 Ps.

1. Product

Nokia has been very accommodating in its approach towards the needs and demands of its consumers. It offers multifarious mobile phones ranging from basic models like 1100, 2100 to colored screen model like 3230 to high-tech mobiles that include features like camera, MP3 player, blue-tooth and infra-red technology like 6600, 7610 to name a few.

Nokia has been considerate to an extent of paying attention to the needs of the disabled people and have included special features like text to speech software for blind customers. It also offers suitable wireless devices to be used with hearing aids and provides features like adjustable fonts for low vision for elderly people.

Hence, Nokia has designed its product with all the styles and features included, keeping the consumers tastes and preferences and changes pertaining to it in mind.

2. Promotion

Nokia has set up some 'Concept Stores' in Delhi and Bangalore for the customers to experiment with application downloads and product experience. In a bid to attract customers, Nokia has opened some flagship stores in November 2005 in Moscow, where in people can purchase and set up Nokia products and experiment with new ideas and technology at kiosks.

3. Price

Nokia follows the skimming price strategy for its products. It introduces its mobiles at higher prices and then goes onto reduce the prices as the product moves from one stage of the PLC to another.

4. Place (Distribution)

Nokia has the best distribution network and retail execution, which is evident from the success of Nokia Priority Dealers across 255+ towns offering not only the mobile phones as a product but a buying experience to the customers.

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* Contributed by: -
Saikat Dey & Madhulika Verma,
ICFAI Business School, Gurgaon.