Before going to our topics we need to understand what market is Market is a public place where buyers and sellers

make transactions, directly or via intermediaries. On the other hand market refers to the group of consumers or organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product. Our product is AIR TALK mobile phone. Air talk is a communications based company, which focuses on mobile telephone technology. When mobile phones first became available on the market the models were very basic with the best technology being SMS messaging (sending written "text messages" from one phone to another). Then the next advance in technology was being able to put different faces on your phone (different style covers for the front and back of your mobile device) and after that the technological advances have come thick and fast, with advances such as MMS * WAP (internet) * Polyphonic ringtones * Predictive SMS (where the phone will finish off a word for you if it can guess what you are typing) * Camera phones and * Video recorders Market size: We select the local market so our market range is limited. we estimate over 5 million of people who purchase our mobile phone.

Market Principle: There are many priorities within a business, but in a marketing orientated company, many of the following principles will be high on the agenda: 1. Customer satisfaction: Market research must be used to find out whether customers' expectations are being met by current products or services. 2. Customer perception: this is based on the images consumers have of the organization and its products, this can be based on; value for money, product quality, fashion and product reliability. 3. Customer needs and expectations: This is anticipating future trends and forecasting for future sales. This is vital to any organization if they wish to keep their entire current market share and develop more. 4. Generating income or profit: This principle clearly states that the need of the organization is to be profitable enough to generate income for growth and to satisfy stakeholders in the business. Although satisfying the customer is a big part of a companies plans they also need to take into account their own needs. 5. Making satisfactory progress: Organizations need to make sure that their product is developing along with the market, if a product is developing well, then income should increase, if not then the marketing strategy should be revised. 6. Be aware of the environment: An organization should always know what is happening within their designated market, if it is changing, saturation, technological advances, slowing down or rapidly growing, being up to date on this is essential for companies to survive.

Market segmentation In order to plan their product Nokia must look at what area of the market they want to aim the products at, as the current youth market is more or less saturated Nokia will have to research into a new market, I suggest the 55+ market as they will have lots of disposable income and my research shows that most people aged 55+ do not currently own a mobile device and could be persuaded to buy one by certain promotions and a good advertising campaign, also the drop in call prices should attract a lot of people who may have previously been hesitant due the high costs. Target Market: Socio-economic group A-Upper class B- Middle class C1- Lower middle class C2- Skilled working class D- Working class E-Low income earners % Of population 2.8% 18.6% 27.5% 22.1% 17.6% 11.4%

we think that AIR TALK should aim their products at the socio-economic group C1 & C2 event though they aren't the biggest group they are the group that is most likely to spend their money on a mobile telephone as my questionnaire results showed. Market positioning: we have created market positioning by offering better quality at lower price. Value Proposition: We follow more for less. It means we offered more benefit at a lower price of this product.

The marketing mix ----------------The marketing mix refers to the combination of elements within a companies marketing strategy, these are designed to give the customer what they want and in the long term are designed to maximize profits. The marketing mix is based around the idea of the 4 P's: ProductDefinition: product is anything that can be offered to a market for attention acquisition and use or consumption that might satisfy a need or want. The product is the centre of the marketing mix and the other three P's are based around it. Consumers purchase goods and services for a variety of individual reasons and a company must be aware of all of these when selling a product (that is why they conduct market research). Quality Features Style & design Price-Price is a key factor in the selling of a product, and is usually the one that is open to the most change based on different pricing strategies, for example, competitor based, penetration or skimming. The three main factors affecting the amount charged for a product or service, are; the cost of production, customer demand and competition. We evaluate this factor and set the price of our mobile phones. Cost principle: Our cost principle is Cost + 5% profit. Then we set our product price. Place-This refers to the chosen outlets for a product or service, for a product to be very successful it must be easy to access, Mobile phones are very easy to access nowadays, they are sold in supermarkets, specialized outlets (either by network or brand) and all major department stores. Promotion-This involves providing information to the customer over a variety of media platforms, using radio, television and print advertising as well as using other promotional tools such as "money off deals" and "free giveaways". Promotion budget: we spend 25% unit of total sales in the promotion. Pull Strategy: is when the producer directs its marketing activities toward the final consumer to induce them to buy this product and create demand from channel members. To fix our promotion mix strategy we follow pull strategy.