1. Submitted by: Ayaz and Salman Ifthikhar
Submitted to: Mr.Faizullah Jawwad
G.R. No: MEN-2201195
Course: Marketing

2. Marketing decisions generally fall into the following
four controllable categories:
Product
Price
Place (distribution)
Promotion

3. MARKETING MIX
The term "marketing mix" became popularized after
Neil H. Borden published his 1964 article, The Concept of
the Marketing Mix. Borden began using the term in his
teaching in the late 1940's after James Culliton had
described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding,
distribution channels, personal selling, advertising,
promotions, packaging, display, servicing, physical
handling, and fact finding and analysis. E. Jerome
McCarthy later grouped these ingredients into the four
categories that today are.

4. MARKETING MIX
These four P's are the parameters that the marketing
manager can control, subject to the internal and
external constraints of the marketing environment.
The goal is to make decisions that center the four P's
on the customers in the target market in order to
create perceived value and generate a positive
response.

5. Company Profile
Introduction about Nokia
 Nokia's history starts in 1865, when engineer Fredrik Idestam
established a wood-pulp mill in southern Finland and started
manufacturing paper. Due to the European industrialization and
the growing consumption of paper and cardboard Nokia soon
became successful.
 In 1895 Fredrik Idestam handed over the reins of the company to
his son-in-law Gustaf Fogelholm. Nokia's products were exported
first to Russia and then to the UK and France. The Nokia factory
attracted a large workforce and a small community grew up around
it. A community called Nokia still exists
on the riverbank of Emäkoski in southern Finland From roots in
paper, rubber, and cables, in just over 100 years Nokia becomes a
powerful industrial conglomerate...

6. Company Profile
The newly formed Nokia Corporation is ideally
positioned for a pioneering role in the early evolution
of mobile communications...
As mobile phone use booms, Nokia makes the sector
its core business. By the turn of the century, the
company is the world leader...
Nokia sells its billionth mobile phone as the third
generation of mobile technology

7. Marketing Mix
1 PRODUCT:
Nokia N96
Nokia N96 Designed for Business and Entertainment Class.
Immerse yourself in entertainment with high-quality video, on
Nokia N96's brilliant 2.8" display & with superb sound. Nokia N96
has 16 GBs of memory to take your videos, music & other content,
further expandable with memory card slot. Nokia Video Center to
find more internet videos for download. Nokia N96 has 5
megapixel camera with Carl Zeiss Optics, camcorder function with
video light. Integrated A-GPS & rich maps. Connect to the internet
in multiple ways.

8. Nokia N 96 Features
 Dimension 103 x 55 x 18 mm, 92 cc
 Weight 125 g
 Battery Talk time Up to 3 h 40 min, Stand-by Up
to 220 h
 OS Symbian OS 9.3, S60 rel. 3.2
 Memory 128MB RAM, 256MB storage Memory +
Nokia N96 has 16 GB of internal memory
Extendable microSD (TransFlash)
 Connectivity Bluetooth v2.0 with A2DP, USB, GPRS
Class 32 (107 / 64.2 kbps), HSCSD, EDGE
Class 32 (296 kbps; DTM Class 11, 177
kbps), 3G (HSDPA, 3.6 Mbps), WLAN
(Wi-Fi 802.11 b/g)
 Display Size 240 x 320 pixels, 2.8 inches
 Display Color TFT, 16M colors

9. Nokia N 96 Features
 Operating Frequency
/ Band GSM 850 / 900 / 1800 / 1900 (3G:
HSDPA 2100 / 900)
 Browser WAP 2.0/xHTML, HTML, RSS reader
 Colors Black
 Entertainment DVB-H TV broadcast receiver,
3/AAC/AAC+/eAAC+/WMA player,
Stereo FM Radio with RDS, TV out, 3.5
mm audio output jack, Games
 Camera 5 MP, 2592x1944 pixels, Carl Zeiss optics,
autofocus, video(30fps), flash; 2ndary VGA
videocall camera
 Other Features Nokia N96 has a Dual slide design, Built-
in GPS receiver, Built-in handsfree
 Ring Tones Polyphonic (64 channels), True Tones, MP3
 Messaging SMS, MMS, Email, Instant Messaging
 Price Price in Rs: 36,500 Price in USD: $437

10. Nokia N 96 Features
Video
 Store hours of your favorite videos to watch on the go.
 Access and watch videos online and transfer from your PC.
 Record DVD-like quality video during the day or at night with the
integrated video light.
 Upload your videos and share on Ovi.
TV*
 Watch live TV when you're away from home.
 Find your favorite shows by searching channel listings.
 Replay 30 seconds of a live program, set reminders for upcoming
shows and record hours of TV to watch later.

11. Nokia N 96 Features
Gaming
 Play the hottest new games with rich graphics and gameplay from N-
Gage™.
 Get into the action with dedicated gaming keys and landscape stereo
speakers.
 Challenge other players in the N-Gage™ arena.
 Try new games for free and buy the ones you like.*
Music
 Transfer and manage your music library from your compatible PC.
 Buy and download new and favourite tracks from the Nokia Music Store.*
 Listen through the headphone jack or out loud with the built-in stereo
speakers.
 Tune in to FM radio or choose from a long list of internet radio stations.

12. Nokia N 96 Features
Photography
 Take sharp pics with the 5 Megapixel camera with auto-focus,
flash and Carl Zeiss optics.
 Automatically geotag your photos with the integrated A-GPS
receiver.
 Upload your photos and share on Ovi.*
Navigation
 Find your way around the world with the A-GPS receiver.
 Explore new places with the Nokia Maps application.
 Get a voice-guided navigation trial license for free.

13. Nokia N 96 Features
Sharing & Internet
 Use the full browser to surf the internet like on your PC.
 Upload and share photos, videos and blog posts.
 Transfer files from your compatible PC.
 Synch to your compatible home media devices over the air.
 Expand your device capabilities with a wide range of applications.
Communications
 Connect via email with Nokia Email service and Mail for Exchange.
 Send text and multimedia messages.
 Use speed dial and voice commands to make calls.

14. Nokia N 96 Features
Hardware
Load up 16 GB of internal memory and expand to 32 GB with an
additional memory card (sold separately).
Expose the key pad with the iconic dual-sliding design.
Engage yourself with dedicated gaming keys and landscape
stereo speakers.
Watch videos or TV hands-free with the embedded kickstand.

15. 2 PRICE
The price of Price in Rs: 36,500 Price in USD: $437 /-
which a customer have to pay to get it, while credit
term, allowances and other discounts are given to
franchise like (Mobile Zone), its up to them that how
much discount they allow to customers.
PRICE COMPARISION:
Nokia:
If we compare according to price of mobile we found
that nokia is providing more feature as compare to its
competitors.

16. 3 PLACE
The N96 is the company's new flagship model and it is now
available in select countries in Europe, the Middle East,
Africa, Asia Pacific, and China. The handset will retail for
about $795 before taxes and carrier subsidies. A version for
North America is expected in the fourth quarter, for about
$895.
In Pakistan nokia mobile phone is brought in the market by
franchise holders like Mobile Zone, United Mobile, and
Advance Telecom etc. These franchise circulate nokia mobile
through out the country like
 Karachi
 Lahore
 Islamabad
 Multan

17. PLACE COMPARISION:
Nokia:
It has provided it product in all mobile markets in
Pakistan. They distribute its products by
United mobiles
Mobile Zone
Advance Telecom

18. 4 PROMOTION
Nokia N96 was the device that Nokia promoted in the
last Christmas, all over the world we saw huge
campaigns with this smartphone. Many were expecting
to buy Nokia 5800 XpressMusic in 2008 but Nokia has
announced that will start selling the device in Europe,
first in UK, from 23rd January this year.
Does this mean that Nokia N96 will lose market having
the 5800 available? It’s cheaper, its touch screen, its
xpress music, has a great camera and GPS built-in. Well,
probably Nokia will simply raise the sales.

19. N96 is focused for high-end users, like those who would
buy HTC Touch HD, its expensive and a great mobile
phone and at the level of Nokia n96. While Nokia 5800
will be sold for medium-end users, the price is over 300
euros, but might probably drop as time goes by to …200,
199 or even 149 euros, so then, we would be able to really
consider 5800 a medium-end mobile phone.
Having two great handsets in the market, N96 (..and
futurely the N97) competing against HTC Touch
Diamond, Touch HD and Blackberry Storm/Bold and
the Nokia 5800 Xpress Music, Nokia might get a big
percentage of those 2 markets, high-end and medium-
end users.

20. And as you already know, nowadays what can makes a
successful device isn’t the device itself but all the
advertisement investment that is made. We are in a
big crisis which analysts predict it will increase in
2009 and we must have in mind that companys will
invest less money in marketing and advertising,
blackberry and HTC must cut those costs and the
same will happen to Nokia, but as Nokia is a giant
they are able to always mantain the promotion of
some of their best handsets.

21. Nokia is a pioneer of mobile phone in Pakistan
market. Since they have won the heart of customers
by providing reliable, durable, and consistence
mobile phone so they require lesser promotion.
Nokia have provided banners, dummies, posters,
charts, to their franchise and dealers.
All the promotion of Nokia is done by franchise
holder (Mobile Zone, United Mobile etc) to
promote selling. Nokia itself promoting their
phones through websites, magazine, commercial
advertising.

22. Company Visited
We were visited NOKIA CARE Global Customer Care (Pvt) Ltd and we
were interviewed Mr. Hasan Zaidi (Care Centre Manager) and we have
learned and gather the information which is very useful for us to complete
this report.
Address:
Ibrahim Trade Centre Shop # 4-5, Plot # 1,
Block 7-8, Maqbool Cooperative Housing Society,
Shahrah -e- Faisal Karachi, Pakistan
Telephone:
Phone #: +92 21 432774
Mobile #: +92 332 2477832
E-mail Address:
Hassan.zaidi@globalcustomercare.net