Nokia Lumia 520 Essay

1937 Words8 Pages
Section 3: Findings and Future Research Scope
(Total number of words: 1956)

3.1 Positioning Strategy
In order to understand Nokia Lumia 520’s brand positioning, a brand positioning Bull’s Eye has been created as given in the following diagram. The description follows the diagram. Figure 15 Brand Positioning Bulls Eye for Nokia Lumia 520

3.1.1 Optimal Points of Difference and Points of Parity
Points of Difference (POD)
Nokia Lumia 520 is strongly associated with the following attributes and benefits. These attributes are not found in the products of the competitor brands like Samsung, Sony, Apple and the likes.
 Free music streaming (Nokia Mix Radio)
Nokia Lumia 520 exclusively offers free music streaming with Nokia Mix Radio service. With
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People’s perception about an old smartphone starts changing and they may not perceive the “Fun and Different’’ value attached to it. Lumia 520 could remodel its design and come out more bright colours or a mixture of one or two of them and then promote it probably with a brand ambassador who the country perceives as a young and influential icon who is adventurous in perception. Someone like Priyanka Chopra is perfect for the rebranding as she is perceived as rebellious, bold young Indian woman.

3.3 Limitations and Future Research
Our survey and analysis were based on the feedback of 41 respondents mostly from well off income level background of the society. A large number of factors that came out through the surveys might be different when we consider the very large Indian smartphone market on the whole. A sample size taken from various parts of the country as well as the sample taken from various strata of the society with highly varying income level might help us in getting a better picture
3.3.1 Entry Level Smartphones Dominant
Our report might have been skewed towards the willingness to spend more than Rs 20000 on a smartphone. A look at the volume of smartphones sold in the entry level segment i.e. Rs 5000 – Rs 10000 depicts to us the contrasting difference. Almost 66% of Indian consumers spend less than Rs 10000 on a
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