BRAND EXTENSION MARKETING PLAN

Brand Extension Marketing Plan

Brand Extension Marketing Plan

Executive Summary

Select target markets, specifically what kind of business should be customer service, which meet their needs in the marketing activities of enterprises is an important strategy. The target market is through market segmentation, companies prepared to appropriate products and services to meet the needs of one or several sub-markets.

Nokia which is a renowned organization for its broad range of cell phones, online services, software solutions, security solutions, GPRS products and much more, it is planning to enter into the tablet market, or the “ipad” market following its business mission to provide superior means of communication services to its customers. As a result of this undertaken strategy to enter the market of the tablet, it will be competing against strong competitors like Apple, Samsung, and Black Berry, which have been operating in the market with strong competencies and marketing strategies. Tablet technology is the most talked about fad, trend, technological advancements these days, and indeed one of the fastest growing product as it provides number of features which are tailor made for meeting the dynamic needs of the tabled users. The Nokia tablet will be called as “Nokia E-volution”. The brand identity of the Nokia E-volution plans to offer its customers with superior quality, easy to use interface, features like remote desktop, integrated webcam and whole lot of exciting features. (Dhir, 2004)

Situation Analysis

Nokia will be competing in a market which is highly sensitive to “convenient technology” which means that everything about the product has to meet customers' requirements from the touch response to processing speed. There is diffusion of technology so it will be difficult to keep up with the competitive advantage. The market demands from the current competitors to deliver on improved features, therefore, Nokia has the opportunity to catch on the competitors' weaknesses. Nokia has a strong brand name supported by its reliable products in the cell phone market as a result of which, it can enjoy a strong entrance.

Market Summary

Nokia E-volution will aim to target teenagers and business class with its distinctive features designed for the respective segment. Furthermore, Nokia E-volution will aim to target upper and middle class and set the prices accordingly.

Nokia will look to enter the US and UK market initially and will gradually expand into the Asian market and the rest of the world. But the primary focus will be on the first world nations at the introductory stage.

Bothe males and females will be targeted.

The age category ranges from 18 to 25 for the adolescent and 30 plus for the business class. The age categories are designed according to the two different models of the Nokia E-volution.

The model which will be tailor made for the teenagers will have aesthetics incorporating style and the element of being “cool”.

The model for the business class will be comparatively decent by looks but equally superior in quality. Market Needs

Customers focus on high quality; reliability and durability have been ...