...BU1006 Managing the Customer Experience Topics: 1. Heineken Company. 2. Nokia Corporation. HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed...
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...BU1006 Managing the Customer Experience HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed in the most standard conditions. The slogan of Heineken is...
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...The Innovation Process Learning Team A OI/361 July 2, 2012 The Innovation Process Nokia’s cellular phone battery problem requires a creative innovative approach to problem-solving. Innovation is a process organizations engage to gain a competitive advantage. The following discussion focuses on the innovative process. Discussion begins by indentifying each of the four steps of the innovation process. Steps include generating new ideas, researching new ideas, development of a product or service, and distribution, or delivery of products or services. Additionally, this portion of the discussion will focus on the application of the innovation process as it pertains to Nokia’s cellular phone battery problem. The discussion concludes with identification of appropriate tools for use regarding the four-step process and an explanation for their selection. Also, the discussion concludes with a focus on measuring results, monitoring, and controlling to ensure continual improvement. Innovations Process The four basic phases of the innovative process are generating, conceptualizing, optimizing and implementing. Innovation begins with generating. This phase is where brainstorming leads to viable solutions for customers. Generating can also entail some designing and modeling. Conceptualizing is the phase in which ideas accepted from the generating phase are passed along to research and development. Ideas are designed and tested in this phase along with planning the product development...
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...regions. Manage quality and consistency of product and service delivery. I believe that you are well aware of the qualifications that an Area Sales Manager who possess (8) years of professional experience in Sales & Marketing would have. Not only does my relevant experience make me stand out, but I believe that I have the qualities and characteristics needed to succeed. I have excellent written and verbal communication skills and possess exceptional administrative and technical skills. I am highly organized with an ability to balance multiple tasks simultaneously and a talent at solving problems. Confident, responsible, and with a good sense of judgment, I am able to work independently and on a team. If I had to describe myself I would say that I am an energetic, competitive achiever who can perform under pressure in a fast-paced rapid changing environment. My attention to detail and ability to build rapport with customers and colleagues alike make me a natural leader. As an Area Sales Manager I understand just how important product positioning, mind share, press reaction, and word of mouth can be for a brand. I also understand that a product's success depends on the marketing efforts of the initial phase of the product launch. My time with Nokia and Vodafone has taught me how to fully prepare for a product's launch just as it has to me how to prepare for many other situations. I would like to explain how I intend to bring this same level of preparation...
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...Growth Strategy of Nokia Established in the earlier claims, Nokia is a well-known brand, possibly one of the most recognisable names in the mobile phone industry. However, the presence of competitors tends to pose a consistent threat to their overall market share. Thus, Nokia is not exempt in finding a way to leverage their assets and existing people to sustain a consistent trend of growth and development. The following highlights the proposed growth strategy of Nokia in China. Integration of Human, Technology and Process Nokia realises that its three main assets lies with its people, its technology, and the processes that they possess. This basically points to the fact that Nokia is involved in an industry where companies have to deal with rapid growth rates. This means that they have to develop a means to promote business development by maximising the assets which they possess. In addition, the end-users of Nokia products are not the sole consumers of the company. Distributors, direct sellers and sales managers are also considered as a major contributor to the overall sales of Nokia. Thus, they should also be treated as customers. Development and growth is ensured provided that Nokia applies advanced processes like Customer Relationship Management (CRM) and other reinforcement implements. (Hayes 2006) Placing Value in Sales The modern consumer is wise; at least that’s what Nokia have to presuppose in order to make the most of the market. Nowadays, manipulative...
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...concentrated in marketing is creating an appropriate marketing mix. The main objective of a marketing mix is the accurate product for the accurate customer at the accurate place. Product * Produce more ‘sexy’ smart phones with slim, lightweight and fashionable designs to attract customers (e.g. the unique curved all-touch screen of Nokia N9 and Nokia Lumia 800). * Focus on extending the OVI store (including music, games, apps, map etc) with the assistance of partners and its advantages (e.g. office application) * Design more series of smart phones so that customers will have many choices based on their ages, characteristics and hobbies * The average age of people in UK is around 40.1. Therefore It is a suitable market to put up for sale business smart phones such as Nokia E7, Nokia Lumia 800 and Nokia 701. * Build up more Nokia warranty/service center in UK to meet, satisfy and solve all the needs of customers. * All the products should be ‘green’ , including eco-design (mobile phones), energy-saving (adapters) or environmentally responsible (packaging materials) as they are serious global issues nowadays Price Price of a product must be decided based on the Product Life Cycle. Products or services which are highly technological and advanced can be released into market at premium prices where as the other products can be offered at low prices in order to attract most of the customers in market. Initially, Nokia provided the...
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...the largest company in mobile phone market, Nokia was once on the top in its category. From operating paper mill in Finland, Nokia transformed itself into a multinational telecommunication giant. By 1998, Nokia is the world leader in mobile phone.1 Sadly, what once a giant has now become an underdog fighting for survival due to the strategy erosion. The global market share held by Nokia smartphones was continuously declining from the 48.7 percent in the third quarter of 2007 to only 3.5 percent in the third quarter of 2012.2 Despite Nokia holds a solid value of its brand in terms of awareness through years of effort, Nokia is still struggling to revitalize its brand equity. The followings will focus specifically on understanding the rationales and outcomes of brand development decisions in order to justify those using marketing theories, and evaluating the importance of the role of marketing mix in Nokia. BRAND DEVELOPMENT DECISION Brand Strategy In latest primary brand strategy, Nokia takes on revitalizing strategy (Riezebos, 2003) by cooperating with Microsoft. Windows phone operating system is built into Nokia smart phone as an ingredient branding to generate a competitive advantage. This action intends to encourage customers’ awareness and replaces MEEGO, a former self-developed smart phone operating system, also to differentiate from others major OS in the market. Customer-Based Brand Equity Model - Salience Although Nokia mobile phone business has been acquired by...
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...Nokia Warns Consumers of Fare Handsets Sold Locally 1. How will the proliferation of fake Nokia handsets affect the operations of Nokia Philippines? * I think the proliferation of fake Nokia handsets have a huge effect on the operation of Nokia Philippines. The emerged of fake Nokia handsets may destroy the Nokia’s top position in the market. Nokia may lost the overall mobile phone market share in the Philippines and may suffer from declining profit margins due to fake Nokia handsets. 2. What do you think is the main cause of such proliferation? * I think the main cause of such proliferation is that there’s an existing demand on fake Nokia product which consumers can buy in a cheaper price. Since the original Nokia handsets are expensive, buyers are drawn by the opportunity to own and display what it looks like the genuine Nokia phone at a fraction of the price of the original product. The important thing is to the consumers is to get what they believe to be the same product at a bargain price. In a country like the Philippines where greater part of the population are consider poor and low income, they are not capable of buying an original Nokia which is expensive. It is rational choice for them buying a fake Nokia which is less expensive but with inferior quality over the more expensive original. 3. What measures would you recommend to Nokia Philippines in order to alleviate, if not totally eliminate, the marketing of fake Nokia handsets? * Some measures that...
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...MKS0119 Nokia’s Rural Marketing Strategies in India: Reaching Out to the Bottom of Pyramid “The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will soon outstrip the urban market. The rural market is not sleeping any longer. We are.”1 – Adi Godrej, Chairman, Godrej Group of Industries To expand its presence, Nokia is planning to launch a new service ‘Nokia Life Tools’ that would provide information on market price, weather, etc., to information-starved farmers. While the idea is not new, the challenge in front of Nokia is to convert the 70 million rural mobile users in using its service, amidst competition from local input dealers and ITC e-Choupal that offers similar services. Rural Marketing in India: Demographics and Economics Out of India’s population of over 1 billion, 70% lives in rural India.2 India consists of 627,000 villages3 with 13% of them having a population of above 2000.4 For the people of rural India, agriculture is the main occupation. Agriculture contributes 17.8% to India’s GDP with about 60% of the workforce employed in the agriculture sector in 2008.5 Since independence, rural India went through a socio-economic transformation due to the various initiatives taken by the ministry of rural development.6 However, till 1990s, the gap between rural and urban development remained wide. With the implementation of minimum support price (the rate at which the government buys the farm produce to prevent farmers from...
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...MP3 player, radio and GPS (Wikipedia 2001a). Due to globalisation and the introduction of new state of the art technology, newer and newer mobile phone is being produced everyday making competition among providers stiff. This in turn would result in the reduction of prices of mobile phone and thus will be beneficial for us as customers. The company chosen for this case study is Nokia Corporations through its local marketing agent, Eritel Telecommunication Trading Company (hereinafter called as Eritel). Nokia Corporations is a Finnish multinational corporation. It is engaged in the manufacturing of mobile devices and in converging Internet and communications industries. It is currently the largest manufacturer of mobile telephone and is listed as the fifth most valuable brand in the world. (Wikipedia, 2001b) According to Nokia (2002), the company has a Vision where everyone in the world can be connected. 1.2 Objectives The purpose of this report is to uncover my customer marketing experience...
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... With aid of the information I've gathered, I have evaluated each product and analyzed their product levels and given reasons why I placed the characteristic of each product in that specific level, and explained how a marketer can use these to make product awareness. Then, I've placed the products in the tangibility continuum and I have the reasoned out why I placed each product in the tangibility continuum. The chosen service product is further analyzed and given methods of how to improve the tangibility of it. Chapter 02 Product levels Introduction of 5 product levels In the 1960's, the economist Philip Kotler changed the perception of marketing. He described what marketing is rather than what marketers do, thereby changing marketing from a departmental specialization into a corporate wide doctrine. For Kotler, marketing was a 'social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others'. For him, a product is more than physical. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organization, a place or even an idea. Products are the means to an end wherein the end is the satisfaction of customer needs or wants. Kotler distinguished three components: need: a lack of a basic requirement; want: a specific requirement...
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...Topics on: Measuring customer LOYALTY (NOKIA) Presented To- Nehal vanjani Presented By –Joly Costa Introduction The primary purpose of a business or organizations is to generate value and satisfy the need and demands of customers. The market totally depends on customer, they enjoy the whole decision making process along with deciding the fate and presence of organizations. The research aims at highlighting and investigating the concept of customer satisfaction that is associated with the success of organizations. It is often believed that the success of an organization can be analyzed through its customers. Now a day’s customer oriented marketing strategy or service providing methods are used wide so that customer oriented service can be provided. Customer loyalty can be defined as the strength of the relationship between an individual's relative attitude and repeat patronage with a supplier. It is a self-reinforcing system in which the company delivers superior value consistently to find and keep high-quality customers, (and, where applicable, employees). The economic benefits of high customer loyalty are measurable. When you consistently deliver superior value and win customer loyalty, market share, revenues and profitability all go up, and the cost of acquiring new customers goes down. clear and structured new customer induction scheme will boost customer loyalty and retention, increase the frequency of purchase and raise the dollar value of each transaction and increase...
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...NOKIA MARKETING PLAN PROJECT INTRODUCTION Nokia was founded in 1865 as a paper mill in Finland. It went on to establish it’s self as a renowned mobile phone manufacturer and one of the most powerful brands in the world. In 1992 Nokia shifted its focus to primarily telecommunications and appointed Jorma Ollila as its CEO. Six years later in 1998 Nokia had established it’s self as the world’s largest mobile phone manufacturer with a turnover of 31 billion. In 2006, Olli-Pekka Kallasvuo replaced Jorma Ollila as the CEO, but was not able to reverse the decline of Nokia’s market share especially in the high end segment. Competitors like Apple, Blackberry, HTC, Samsung, and phones using Google’s Android operating system captured market share from Nokia at an alarmingly increasing rate. By the end of 2010 Android was already the most widespread smart phone operating system in the world and Nokia’s market share in the smart phone segment had declined from 38 to 31 percent in one year (Sokala). In September 2010, the appointment of the Canadian Stephen Elop as the new CEO of Nokia aroused adversarial feelings among people since Elop became Nokia’s first CEO not to originate from Finland. Elop was hired to change the course of Nokia and to stop the declining trend in Nokia’s global market share especially in the smart phone segment. The first major decision was to start extensive cooperation with Microsoft in February 2011. VISION AND STRATEGY Nokia’s mission is simple: Connecting...
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...1.Executive Summary Nokia is one of the world’s largest cell phone companies who follow a particular customer driven marketing strategy, which can be considered as a model for other company. Nokia segmented the market of world according to their economic condition and then try to targeting as much as they can. Suppose, Nokia itself launch varieties models of mobiles at varieties prices and positioning itself as more for more, the same for less and less for much less. They also try to bring their product differentiation, service differentiation provide new classic models, features and long lasting batteries. We hopefully say that, this particular customer driven marketing strategy should be widely followed to achieve the unified whole. 2.Introduction The company I have chosen to analyze in my assignment is the mobile phone giant Nokia. This assignment tells us briefly what Nokia actually is, its Customer driven marketing strategy, how they create value for target customer view on the size and sales of the company and also the Various Market segmentation Strategies, target market strategies and differentiation and positioning their products to desired market with customer satisfaction. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. “In addition, there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and Technology Platforms...
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...Consumer Behaviour Theory Analysis In Nokia And Motorola Marketing Essay ukessays.com /essays/marketing/consumer-behaviour-theory-analysis-in-nokia-and-motorolamarketing-essay.php The company manufactures mobile devices for almost every key market segment and protocol that also involves GSM, CDMA, and W-CDMA. In addition to manufacturing mobile devices the company also offers various internet services like applications, maps, games, media, music and messaging (Nokia Looks Beyond, 2004). The company’s subsidiary “Nokia Siemens Networks” manufactures telecommunications network equipment, resolutions and services. Moreover, the company also serves its customers with free digital map information and navigation services (About Nokia, 2010). The company operates as a leader in the mobile telecommunications and this competency of the company depends upon its abundant experience, technology invention and precise marketing strategy. In the product category of mobile-phone brand, Nokia has attained number one position and it is all due to its approach towards its customers. In this project the product category selected for the discussion is “mobile phones” in which Nokia has established itself as leading brand in comparison to any other mobile phone manufacturer. With its advanced technologies and features the company has established itself a well-known brand in the mobile phone category (About Nokia, 2010). The company believes in offering handsets with attractive designs, advanced applications...
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