Critique for Nokia8210 launch

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 use

The details gleaned through their various research processes, enables Nokia to figure out:

Quoting Mary Slayton, the Global Director of Consumer Insights, Nike, Hanlon said ¡°Some twenty years ago, television drove homogenity among the baby boomers in the same way the Internet is driving global diversity amongst Generation Y.¡± Interactivity promotes a more inquisitive and outspoken generation who consider themselves active participators rather than receivers of information, they are in fact the earliest adopters of technology. What the marketer has to realise is that the youth are smart and like to be treated as smart.

4. Youth should be treated as individuals, as they dislike being categorised,

The fact that the youth are at a very difficult stage-adolescence and self reliance at a time, when society as a whole is also in social transition away from traditional values

They seek to be recognised as individuals but are comforted in their belonging to their generation

Some topics in this essay:
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