Malcolm Hanlon, General Manager, Zenith Media, Singapore also the Regional Media Director for Nokia Mobile phones, the largest mobile phone advertiser in Asia. His presentation dwelt on how Nokia identified its target audience in the case of marketing the brand to the youth and how the company then employed certain tools to capture the segment. .
The first step for Nokia was to identify the target audience-the youth between 15-24 years of age, in any particular country. This segment was divided into the urban and rural. Pruning resulted in the identification of the influential segment within the urban youth group-who are the hot potentials (the rural youth get eliminated automatically; even within the urban youth segment, there are two groups ones that could afford mobile phones and other that cannot). China tops the list amongst countries with the maximum number of hot potentials, followed by South Korea, Australia, Thailand and Indonesia. However when one looks at the hot potentials as a percentage of total population, it is Singapore that tops the list, followed by Australia, South Korea, New Zealand, Hong Kong and Thailand. .
Once the target group was identified, Nokia then set out to understand them better. The techniques used by the company include VoxPops in all the target markets of Asia Pacific- where customer representatives go out on the streets and actually speak to the target audience on what they think the product is all about and what the brand it means to them.
To get a deeper understanding of the youth market and get a first hand feedback of the style and attitude of the market, Nokia asked certain pointed questions, prior to the launch of the N3210 model of mobile phone.
The questions included: .
(a) why do the youth want to possess mobile phones .
(b) what colours they prefer .
(c) what facilities they like best in the phones and what features they would like to incorporate into the phones.
When we think about capitalism we usually are either for or against it. You believe in it or you do not. However, we seldom think about how capitalism has changed the entire world. It has caused dramatic changes in traditions, cultures, and much more. These changes is something that has been referre...
The movie October Sky begins with the launching of Sputnik. ... The next day, they have a final rocket launch and Ms. ... John Hickam came and launched the last rocket. Historical Critique The " rocket boys" were able to overcome critisism and harsh judgment to all do great things with their lives. ... Personal Critique I really enjoyed this movie. ...
The Bible Code -A Book Critique- Drosnin, Michael. The Bible Code. New York: Simon & Schuster, 1997. 264 pages. Imagine everything that has ever happened, from the time Moses received the Ten Commandments, to the end of time as we don't yet know it, was written down in vivid detail over 3,...
Web Site Critique Writing critiques on a web site that uses good design skills and one that is poorly designed web skills was not an easy task. ... For my first critique I have chosen the web site from the magazine, Rolling Stone to which I have subscribed to for over 20 years. ... My second critique was not as easy as the first critique. ...
o Aquatred tire is distinct from other new tires being launched by competitors. Aquatred Launch: Cons o The full-scale launch costs of $21 MM. o Not enough tires in inventory for imported cars after launch in January 1992. ... Timing: Pros o 1992 Winter Olympics serving as global ad event for launching the Aquatred. ... We recommend launching the Aquatred as the first step in this aggressive strategy. ...
Managing a product launch is not an easy task and the steps should be adhered to. ... Having an effective product launch team is similarly very important. ... The venue of the project launch should also be very clear and set. ... The company should have a fall back plan in case the launch fails. ... Provide a strategy and direction for the launch of the product. ...
Initially, one is led to believe that to critique something accurately, whether it is political or not, one must be presented with the facts. ... These facts are equally important as dates and names as they too provide an insight, something essential to critique. ... The poetry and prose that was produced at this time is equal to any reportage and non-fiction in providing one with the ability to offer a political critique of the circumstances. ... This, whilst being emotionally and personally based, much like the poetry of Langston Hughes that can be compared to these speeches, still offers a ...
WRITE A BRIEF CRITIQUE OF THE RESPONSE OF UK GOVERNMENTS TO THE UN CONVENTION ON THE RIGHTS OF THE CHILD "The UN Convention On The Rights Of The Child" was ratified by the UK on 16 December 1991. ... Yet, at the same time, Health Minister, John Hutton, launched the Government's second report to the Committee on the Rights of the Child. ...
He first published the Critique of Pure Reason in 1781 and added a new preface in 1787. ... Later in the critique Kant adopts this definition as his own. ... This tribunal is none other than the critique of pure reason itself" (635). ... Kant advertises his critique to be a success. ... Appropriately, comprehensiveness is Kant's goal in the critique. ...