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< Esato Forum Index > Sony Ericsson / Sony > General > Sony Ericsson Marketing Strategy: Different for different markets? Bookmark topic

I dunno if this has been asked earlier. But what do you think about SE's current marketing strategy? Do you think SE should make market specific models to suit the consumers of a certain area. This is what Nokia did, and it has been largely successful in that. In my country (India), the market for Low end, no frills phone is huge. Here most of the people DO NOT use data services and cams. The high end market is always there. But this huge market for low end cells is dominated by Nokia. What do u think? This message was posted from a T230
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Posted: 2004-12-15 18:08:49
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@whizkidd

Nokia dominates most markets, whether the market is affluent or not. They release more handsets and make more of them, they seem to be using sheer numbers to keep themselves going. Certainly both SE and Samsung outclass Nokia when it comes to design and functionality.
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Posted: 2004-12-15 18:22:16
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If this strategy has worked for Nokia, why shouldn't SE try it? For western markets, the current strategy is fine. But don't you think SE should approach different markets differently? If a market is dominated by low end phones, thats what the consumers should get! People buying high end will always buy it. And SE has a pretty good range of High End phones. This message was posted from a T230
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Posted: 2004-12-15 18:32:36
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Aren u satisfied with the marketing? This message was posted from a T68
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Posted: 2004-12-15 18:40:21
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To be frank. Yes. The SE strategy is good for western markets but the market dynamics are different in countries like mine. But i do know the fact that SE is relatively a new player in the cellphone field as a brand. What i'm saying is just a separate range of low end phones for such markets. I'm no marketing expert but this is what Nokia did successfully. This message was posted from a T230
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Posted: 2004-12-15 18:53:22
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There are mainly 3 se for offer here: t230, t6x0 series and k7. Of course u can get all models, but not much interest generally. This message was posted from a T68
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Posted: 2004-12-15 18:57:55
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Sony Ericsson's strategy is not to be the most selling mobile phone brand. They are focusing on high-end phones and therefore a smaller market. I recall reading somewhere that they don't want to produce billions of low-budget phones, but instead sell high-end models where the profit per sold unit is better.
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Posted: 2004-12-15 19:01:55
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Sony Ericsson has targeted mainl higher and mid end segments in the past few years in order to establish its name as a distinctive quality make. But the main issue is that they cannot produce phones for mass consumption because of lack of resources. They are a small company and do not have the capacity to produce large numbers of a popular mass market phone.
This however may change in 2005 where is SE will look to produce a larger number of phones with the increasing profit margins to help finance large scale production. This is evident by the rumoured presentation of more lower end handsets (k300 etc) to add to the t105, t230, t239, and j200.
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Posted: 2004-12-15 19:06:13
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uhm... no offense but... changing marketing strategies to suit different markets is, well... marketing. That's kinda the whole idea behind marketing.

Any company that DOESN'T change strategies for the different markets isn't marketing at all.

Take note, a company's philosophies need not change. For example... BMW's marketing STAND POINT is the same all over the world... BUT... they do offer different packages, and different ways to attract customers in different countries.

Nokia isn't doing anything dramatic... they just happen to have found what clicks with the masses. This is what every marketing dept is trying to do... find out what clicks.

This is what ad agencies specialize in as well... they act as an "idea bank" for marketing, sales, and promotional concepts that companies can use.
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Posted: 2004-12-15 19:08:07
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All se fones should have bt, at least irda, powerful batts and easy menus as default features. A good marketing is ok, but the fones must reflect the brand itsele aswell. Its not enough to say i am good, buy me! This message was posted from a T68
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Posted: 2004-12-15 19:24:36
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