Identify the right positioning and messaging platform for targeting the

consumer
With the identified target segment and consumers, it becomes necessary for the
company to decide on the value proposition – on how it will differentiate itself from
its competitors and what position it wants to occupy in these segments.
The Nokia C3 smartphone costs around Rs. 7000 - Rs. 8000, and the smartphones of
its competitors too fall under this range. Hence Pricing strategy cannot be
considered for positioning. It is an android smartphone with similar features to that
of the competitors, thus differentiation strategy can also be ruled out. It is the
quality of the smartphones of Nokia which stands out from its competitor. Therefore,
we can position Nokia C3 as a smartphone with high quality and optimal prices.
Current Position:
Nokia as a brand is known for its quality features. It has a very sturdy build and is
known for its longevity. The replacement guarantee also shows company’s trust
towards its product. Nokia has already created trust among the target segment with
their feature phones, and has a nostalgic appeal with the target segment. With main
competitors being Chinese manufacturers, Nokia has an advantage being a non-
Chinese smartphone manufacturer. Hence it can also build upon the anti-china
sentiments prevalent in India. The biggest pain points of customers buying
smartphones in this range is its longevity. Even though the smartphones are bundled
with features, the phone doesn’t hold good after a year. It might be due to the
product’s fault or the rough and excessive usage by the consumer. Nokia has been
able to solve this issue and is a pioneer in manufacturing smartphones which are
durable for a long time even with rough usage.

Competitors position:
The major competitors for Nokia C3 are Micromax, Samsung, Realme, and Xiaomi.
Even though Micromax is an Indian smartphone company, they have not been able
to establish themselves as a reliable brand. Samsung even though is high on quality,
lacks features and nutritional needs of the customer. Realme and Xiaomi are
catering to the needs of the customers, but face issue with regards to durability and
quality. Also, it has anti-china sentiments going against them.

Positioning for Nokia C3:

From studying the current positioning of Nokia and its competitors, we can build the
positioning for Nokia C3. We realize that Nokia trumps its competitors with respect
to quality, durability, and trust. Hence, Nokia C3 needs to position itself as a
smartphone which is of highest quality with longevity. It needs to build upon its
reputation of sturdy build which doesn’t break or damage when fallen to ground. It
needs to position itself as a phone which is undisturbed by rough usage or external
elements falling on it.
Feature abundance, durability and quality would be interesting to all target
segments, but sturdy build of the smartphone would attract the target segments of
working migrant and the rural population. Phone being able to withstand external
elements might appeal the interest of rural women who use their smartphones in the
kitchen.

Messaging Platforms:
There are many messaging platforms available that can be used to target the
consumers – Social Media, Emails, Billboards, Pamphlets, Newspapers, Television,
etc. Specific messaging platforms needs to be used to attract different target
segments:
1) Self Employed Male: Television advertisements, Billboards, and Newspapers
2) Employed Male: Television advertisements, Billboards, Social Media
(Facebook and WhatsApp)
3) The Rural Woman: Television advertisements and Social Media (WhatsApp)
4) Rural Millennials: Billboards, Pamphlets, and Social Media (Facebook)
5) The Working Migrant: Billboards, Social Media (Facebook and WhatsApp)
6) The Teenager: Social Media (Facebook, Instagram, and WhatsApp)
Television advertisements has to be personalised to the target segment with respect
to geography. Billboards and Posters can be displayed in the visual ad boards where
large crowd gathers, for example, markets, religious places, etc. Pamphlets can be
distributed in weekly fairs, festivals and markets. Some can also be distributed
through newspapers. Newspaper advertisements has to cater to the interest of the
target segment.
Social Media messaging would be the most effective messaging platform.
Advertisements can be displayed on Facebook groups through promotion. WhatsApp
messaging platform can be used to convey information. Local WhatsApp groups and
communities can be used as a medium for this approach. Advertisements and
promotions can be run on Instagram through its reels and stories features.
The method of promotion needs to meet the expectations of the market. Vehicle
campaigns, edutainment films, generating word of mouth publicity through opinion
leaders, colourful wall posters, etc. — all these techniques can also be used in
reaching out to the rural masses.
Identify the right communication message for the brand.
The most important factor to consider in these messages needs to be the content.
The content should be platform and customer segment specific. Also, the message
should be crisp conveying the position of the smartphone. Let us look at the right
communication message for different customer segment:
1) Self Employed Male:
This target segment would be looking for value-for-money smartphone with
durability. Hence the message of Nokia being an established brand and
sturdy smartphone needs to be communicated. Can also hit upon the
sentiment of this segment towards Nokia phone, as most of these consumers
would have already used a Nokia phone at least once in their lifetime.
Fingerprint sensors and replacement guarantee might excite this customer
segment. The trust regarding the brand needs to be fostered. A celebrity who
exudes trust and strength can be involved in conveying the message (ex:
Amitabh Bachchan)

2) Employed Male:
The consumers of this segment would be looking for feature abundant
smartphones. The communication about the phone should showcase the
features of the phone along with certain personalised messages. The 6”
screen and replacement guarantee may appeal to this customer segment.
The message should be conveyed by an influencer whom they adore in their
local/native language.

3) The Rural Woman:

The primary reason of use of smartphone by a rural woman would be for
social interactions (WhatsApp and Facebook) other than calling. Hence, this
customer segment would be looking for a smartphone with high battery life
and a decent camera. They would also like the phone to withstand rough
usage as they might use the smartphones in kitchen where the phone might
be exposed to tough external conditions or may fall off frequently. All these
features of the phone should be communicated in specific to this segment.
Hence a TV advertisement in the native language by a renowned superstar
showcasing these features will the right communication.

4) Rural Millennials:
The rural millennials are the one who buy phone not just for its features, but
also for a symbol of social status. They would be looking for smartphone
which is catchy in design, high on technology, and is of a renowned brand.
The fingerprint sensor, 6” screen, high quality cameras, and stylish design
would appeal to this segment. This segment is also attracted to what their
 superstars or icons do, So, an advertisement from their superstar using this
smartphone would attract them along with brand image of Nokia. Hence the
brand image of Nokia along with stylish design and latest technologies needs
to be communicated to these rural millennials.
5) The Working Migrant:
The working migrant might be someone who is far away from his family and
will be looking for a smartphone for his entertainment needs. The features of
6” screen, loudspeaker, high battery life, moderate storage, and reasonable
price might entice him to buy a smartphone. The message should be tailor
made for this segment highlighting the entertainment features of the
smartphone. The phone can pack certain entertainment apps in order to
attract the customer segment.

6) The Teenager:
An urban teenager is someone who is looking for a smartphone which
satisfies his immediate and temporary needs. He would be looking for a
smartphone which would pack latest technologies, and moderate hardware
and software build to support his needs. The fingerprint sensor, Android 10
OS, 3GB RAM, and decent camera of Nokia C3 would interest him to
purchase this phone. As it is temporary arrangement for him, the durability
and sturdiness of the phone might not be much of use to him. A teenager
would be attracted to influencers and message from them will be more
effective. The promotion for this segment needs to mainly run on social media
attracting him to the latest technologies that are bundled in Nokia C3.