Presentation Include

Ø Introduction Ø Strategies Adopted

Ø Brand Personality Ø Competitors

Ø Marketing Mix Ø Issues

Ø Product Mix Ø SWOT Analysis

Ø Macro Environment Ø CSR

HISTORY OF NOKIA
Ø It also provides the services for network operators.

Ø Company recorded revenues of 41,121 Million € in 2007

about 20.3% increase from 2006.

Ø Company offers its products in 150 countries. Its HQ is in

Ø Espoo, Finland and employees about 68,500 people .

Other

Ø company of Nokia are in China , Hungry , Germany , Korea

and India
 Introduction
Ø Evolution of Mobile

Ø History

Ø Mission

Ø Vision

Ø Why Nokia on Top ?

 History
A leading player in mobile communications all over the world,
NOKIA first started operations in the early 1980s

The NOKIA "arrows"

NOKIA Company logo. logo before its
Founded in Tampere Connecting People
in 1865, logo 1966. logo.

Finnish Rubber Works "Connecting People"

Ltd, Helsinki:1898 slogan, invented by
Ove Strandberg.
 History of NOKIA
Ø Nokia is a Finland based company, incorporated
in 1967.

Ø Nokia started of as a pulp, rubber & cable

manufacturing company by Knut Fredrik
Idestam in 1865.

Ø Finnish Rubber Works acquired Nokia Wood

Mills Telephone & Telegraph cables.

Ø Nokia Corporation created - 1967 - paper

 History of NOKIA…
Ø Nokia began developing the digital switch
(Nokia DX 200) which became a success.

Ø In 1970, Nokia started taking an active interest

in the power & electronics businesses.

Ø In 1987, consumer electronic became Nokia’s

major business.

Ø 1991 Nokia - agreements to supply GSM

networks - nine European countries.
 History of NOKIA…
Ø Between 1992 & 1996, the company exited
from the rubber and cable businesses

Ø August 1997 Nokia - GSM systems to 59

operators in 31 countries.

Ø It’s the leading manufacturer of mobile devices.

Ø Nokia offers a wide range of mobile devices

with the experience in music, video, imaging,
Some First for NOKIA in
INDIA
Entered in 1994
Nokia 2110 – first ever GSM call
Operating office – New Delhi, Mumbai, Kolkata,
Bangalore, Hyderabad, and Ahmadabad
R&D facility in Bangalore, Hyderabad and
Mumbai
1995 – First mobile phone call made in India on
a Nokia phone on a Nokia network.
1998 – Saare Jahaan Se Acchha, first Indian
ringtone in a Nokia 5110
Some First for NOKIA in
INDIA….
2004 – Saral Mobile Sandesh, Hindi SMS on a
wide range of Nokia phones
2004 – First Wi-Fi Phone- Nokia Communicator
(N9500)
2005 – Local UI in additional local language
2006 – Nokia manufacturing plant in Chennai
2007 – First vernacular news portal
 Mission
“In a world where everyone can be
connected, we take very human
approach to technology”

Connecting is about helping people to feel close

to what matters. Wherever, whenever, Nokia
believes in communicating, sharing, and in the
awesome potential in connecting the 2 billion
who do with the 4 billion who don’t. If we focus
on people, and use technology to help people
feel close to what matters, then growth will
follow. In a world where everyone can be
 Vision
The Vision of Nokia:

“Our vision is a world where

everyone can be connected. Our
vision is to ensure that 5 billion
people are always connected at
any given point and to achieve
100 fold more network traffic”
 Why NOKIA on Top ?
Developing affordable mobile devices that can
contribute to increased economic growth and quality
of life
Constant innovation. Focusing on human technology;
enhancing communication and exploring new ways to
exchange information.
That’s why Nokia will never stop finding new ways of
connecting people.
 Brand Personality
Ø Nokia focused on building customer, relationship
and trust.

Ø Building friendship and trust is the heart Nokia

brand.

Ø Logo shows their brand personality.

 Marketing Mix : 4Ps
Product
Ø Variety
In every series of Nokia there are large
number of sets thus large variety. e.g.
entry level include
1200,1208,1100,1110,1110i,1112 etc

Ø Quality
Nokia gain brand personality and market
 4Ps….

Ø Design
Nokia sets are of various design such
as Flip sets , Flat sets, Slide sets ,
Sets with rotating camera etc

Ø Features
Each set of Nokia has its own
features . The models of Nokia are
 4Ps….
Ø Brand Name
Brand name is written on each set.
Ø Packaging
On packaging of Nokia set detail
information about the set is given
and packing is made attractive by
picture. Each set has its own booklet
with information about its features.
Price
Ø Price targeting both the ends
Ø Price range from Rs999 to RS 42700
Ø Pricing strategy
Ø Nokia also offer cash allowances.
 Promotion
Ø Advertising:
qThough TV , Sign boards , Bill boards , Radio
and Newspaper
qBroachers , Posters ,Dummies and display
stands

Ø Personal selling:
qBy product training to Distributer.
Place
Ø Channels
Nokia > Distributer > Whole seller > Retailer
> Customer

Ø Coverage
Nokia is widely available all over INDIA
 Product Mix of Nokia
• 1000–9000 series
• Nokia 2000 series –
Basic series
• Nokia 3000 series –
Expression series
• Nokia 5000 series –
Active series
• Nokia 6000 series –
Classic Business series
• Nokia 7000 series –
Fashion and
Experimental series
• Nokia 8000 series –
Premium series
• Nokia 9000 series –
 Macro Environment of
Nokia
Ø POLITICAL FACTOR

Ø ECONOMIC FACTOR

Ø SOCIAL FACTOR

Ø TECHNOLOGICAL FACTOR

Ø ENVIRONMENTAL FACTOR:
Segmentation Strategy
Ø Geographic:

o Nokia immediate geographic target is rural India.

o The total targeted population is estimated at 100
million.

Ø Demographic:

o Male and female.

o Ages 25-50, this is the segment that makes up 80% of
the Nokia mobile phone market according to the NOKIA
Consumer Segment

• Light Users
• Medium Users
• Heavy Users
Heavy Users
Our target segment is heavy users

Ø We chose this Category because heavy user

have ability to buy our product.

Ø In this category users like latest products

with latest features.

Ø Heavy users want something new and

stylish.
Target Market
Nokia has mainly targeted

Ø Target market for the Nokia mobile phone is

between ages 20-40.

Ø Who want to use Something Special

Ø International Students

Ø Teenager and Business class

POSITIONING OF Nokia

Nokia has created a distinct position in

customer mind by

Ø Nokia logo…..>

Ø Slogan……> “Know our past. Create

the future”

Ø Latest Ring Tone

 Competitors
Many Competitors in this area

• Motorola
• Sony Ericsson
• Samsung
• LG
• Sharp
• Panasonic
% Share

• Nokia 37.2%
• Motorola 17.3%
• Samsung 9.8%
• Siemens 8.5%
• SonyEricsson5.2%
 RIVALRY AMONG
COMPETITORS

• INDUSTRY GROWTH RATE: The industry has grown

by just 10% during 2007. This is down from the 23%
growth rate seen in 2006.
• CONCENTRATION AND BALANCE: The major
players are BenQ-Siemens, LG, Motorola, Samsung
and Sony Ericsson.
• INFORMATIONAL COMPLEXITY: Devices are
becoming more complex and getting features (picture,
audio, video) that are outside the core competencies
of traditional manufacturers.
 BARGAINING POWER OF
BUYERS
• BUYER INFORMATION: Buyers have comparative
information about the product in terms of price and
features.

• BUYER CONCENTRATION: Network operators are

relatively concentrated and large service providers such as
Orange and Vodafone have high bargaining power.

• SWITCHING COSTS: Individual buyers have low switching

costs and are price or feature sensitive.

• PRODUCT DIFFERENCES: Low degree of product

differentiation and any new feature or technology is quickly
 BARGAINING POWER
OF SUPPLIERS

• SWITCHING COSTS: A large number of suppliers for non

critical components.
For critical components suppliers work closely with companies
as they involve joint development of specialty inputs and sub-
systems.

• IMPACT ON DIFFERENTIATION : Companies could switch

suppliers for non critical components but are closely tied to
them for critical components and sub-systems.

• THREAT OF FORWARD INTEGRATION: Suppliers do not

pose any credible threat of forward integration even though
 THREAT OF NEW ENTRANTS
-ENTRY BARRIERS

• PROPRIETARY PRODUCT DIFFERENCES: Technology and

product designs are protected by patents.
• BRAND IDENTITY: Powerful brand identity of the existing
players developed through advertising and product excellence.
• ECONOMIES OF SCALE: High fixed costs means that volume
is essential to companies.
• CAPITAL REQUIREMENTS: Activities such as R&D and
advertising requires large capital commitments.
• EXPECTED RETALIATION: Existing competitors have the
financial clout to deter new entrants.
• ACCESS TO NECESSARY INPUTS: Suppliers work closely
with existing companies and therefore critical components may
only be available at a premium.
Basis of Competitive
Advantage
• Product competitiveness : Nokia profitably competes in
all mobile device segments from entry-level to high-end. It
has the broadest product portfolio in the market.
• Customer satisfaction : Nokia uses customization to gain
greater customer satisfaction
• R&D effectiveness: Nokia spent about USD 3.4 Billion on
R&D.
• Demand-supply network alignment : Nokia captures its
potential upside in high-demand situations by aligning its
demand-supply network. 
• End-to-end capability : Nokia systematically leverages
its end-to-end capability by integrating mobile devices,
applications and infrastructure
 STRATEGIES

• Price Strategy
• Market Strategy
Push
Pull
• Battery Strategy
 PRICING STRATEGY

• Pricing Strategy Matrix

• Premium Pricing
• Penetration Pricing
• Economy Pricing
• PRICE Skimming
 BATTERY ISSUE

Three types of batteries are currently available for

consumers
• Original Nokia batteries.
• Batteries manufactured by third parties sold under
own brand or no-brand
• Counterfeit batteries
Nokia Batteries Meet ALL
International Safety Standards
• Continuous control of the production and intensive
product testing.
• Original Nokia batteries comply with all international
standards, such as UL2054, UL1642,IEC 60950 etc.
• Manufactured with safety circuit, highest quality
materials, correctly designed safety vent and clean,
stable manufacturing process.
Cases of Exploding Batteries
• 30-40 cases globally of exploding non-original
batteries.
• Primary root cause of non-original battery failure is
internal short circuit in the cell.
• Vast majority of short circuits caused by “traumatic
event” (i.e., dropping the phone) which jeopardizes
integrity of poorly manufactured batteries.
• In each and every case, the battery in question has
proved to be a non-original battery (either third-party
or counterfeit) which did not include industry
standard safety measure.
Nokia’s Response to Faulty & Illegal
Batteries
• Nokia took all possible actions to ensure customer
safety and satisfaction.
• Launched customer service program to help
consumers and retailers recognize non original
batteries.
• Replaced the batteries that were manufactured during
that period with original one & that too free of cost.
SWOT ANALYSIS

STRENGTHS

• The Leader in the Industry

• High quality and professional team in the
HRD Dept and a very strong R&D Unit.
• Strong Financial Backing.
• Great features of Nokia Handsets.
• Strong Customers Relation.
WEAKNESS

• Heavy in weight ( Most Models ).

• Expensive than other competitors.
• Big in Size ( Difficult Handling )
OPPORTUNITIES

• Targeting right customers at right time.

• Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge.
• Can increase their Growth rate by reducing their
profit ratio.
• Tax Reduction
THREATS
• Strong Competition.
• Saturation in Current Market
• Challenges of Continuous Technological
Development.
CORPORATE SOCIAL
RESPONSIBILITY
Environment
-Recycling
-Packaging
-Transporting

Nokia helping hands

-Blood donations
-Fund raising
-Volunteering at hospitals
-Arranging activities for under privelege
CSR contd……………
Ø Corporate giving
-Disaster relief
*drought in Euthopia
*Sichuan earthquake in China
*Cyclone nargis in Myanmar

-Disaster recovery
*Southeast asian Tsunami
*Earthquake in Pakistan
 Conclusion

• Targeting Millions of internet users

• Low cost web enabling by 2010

• Focusing on the lower end of the

society.
THANK YOU!!!