successful with the new product which is Nokia 6108 in year 2003, this phone model support handwriting recognition which is suitable for Chinese market[Sam07]. Nokia was fast to react in the China market, Nokia modify its product, distribution and promotional strategy in the China market. Nokia launched several new products specific to the Chinese market, which included the phone modes with function of text input in Chinese “Pin Yin”, lunar calendar, handset using a stylus to write Chinese, English dictionary, China specific wallpapers, and phone with multiple address books[ICMnd]. Previously, multinational enterprises invested the equipment and raw material which is dominated by imports, only 30% of the equipment and raw material is procure from the local firm and market. Nokia heve increased the procurement in China market, the investor invest and set up the factories and manufacturing centre at the China market to increase the local procurement of raw material in order to save the cost of production [Jin12]. 4.1.2 India The Nokia provide the models with the function design which is more suitable for the Indian customer. One of the functions of the mobile function was ‘Saral mobile Sandesh’ which was an instrumental in sending the SMS in Hindi, because most of the Hindi speaking the nation language. To establish an “Indian” brand indentity, Nokia held an event which is “Made for India” for Nokia 1100 [Mee07]. This Page | 10
Nokia 1100 came to the Indian market with the reasonable or affordable price, which can afford by the lower and middle income group of individual. The Nokia 1100 has a dust-free keypad and an anti-slip grip [Mee07]. The dust-free keypad is provided because small cities and villages in India still had the problem of dust dispersal in some city in India. And it also provide the alarm clock and a flashlight which can activate by pressing a single keypad. Another special localization of the product was provide a small torch in the mobile phone, because some of the villages area in India no provide the electricity, and they can use the torch in the mobile phone as a handy tool for seeing in the dark night. The Nokia take into five needs in the Indian market which is rational, emotional, aspirational, physical and spiritual. The rational need is to emphasis the product quality over the product price in the Indian market. The emotional need is to able a person to be keep near (have a contact at any time or anywhere) with the ones who your love no matter you are joy and sorrow. The aspirational is the need with the new model and feature of the product, the good appearance of the product will become a trend which will sought-after by the customer. The physical need of the product is the size and comfort of the product when using it. And the last is the spiritual need, it emphasis of the use of local language (Indian), no matter where level of age you are, you are able to greet to another one via SMS by using the local language during the religious festival[Asi07].
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