CONFIDENTIAL

Presented by

M. Romaan Qamar
MBA
SZABIST, ISLAMABAD
 Presentation Include
 Why Nokia ?  Target Market

 History  Positioning

 Mission statement  4Ps

 Brand personality  BCG Matrix

 Market Segmentation  SWOT analysis

 Nokia Corporation is a Finland based
multinational company
 Headquarter -- Keilaniemi, Espoo, city
neighboring Finland's capital Helsinki.
 CEO -- Olli-Pekka Kallasvuo
 Chairman -- Jorma Ollila.
 Founder -- Fredrik Idestam in 1865.
 Nokia started as a pulp, rubber and cable
manufacturer
“ Nokia is world third richest
company ”
LOGOS…

NOKIA Company logo, 1966.

The NOKIA
"arrows" logo
before its
Connecting People
logo.

"Connecting
People" slogan,
invented by Ove
Strandberg.
Present Logo
 HISTORY OF NOKIA
 It also provides the services for network operators.

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

about 20.3% increase from 2006.

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

 Espoo, Finland and employees about 68,500 people . Other

 company of Nokia are in China , Hungry , Germany , Korea and

India
Financial…
• Revenue €50.722 bn (2008)

• Operating income €4.966 bn (2008)

• Net income €3.988 bn (2008)

• Total assets €39.582 bn (2008)

• Total equity €16.510 bn (2008)

• Employees 120,827 in 120 countries (June

30, 2009)
Concept Phones…
• Nokia is working on future of mobile
with their new concept Nokia
"Scentsory".
• This new mobile device uses the
sense of smell, sight, hearing, and
touch to create a multiscensory
environment for the caller.
• Scentsory would be able to detect
smells as well as radiate colors,
lighting, and temperature of the caller
with Dual screens and hidden
camera
Product life cycle of NOKIA
Sales or
Profits
Maturity
Nokia Symbian
& N- Series
Decline
Nokia 30 & 40 Series

Growth Sales curve

Nokia E- series

Introduction

The Concept Phones

Time
• Number of mobile subscribers in INDIA has crossed the
250 million mark.
• Mobile phone production in India was expected to grow
from 51 million units to 110 million units by 2011.

• Handset Market Share

 Nokia: 49.5%
 Sony: 10.1%
 Samsung: 12%
 Motorola: 9.9%
 Others: remaining
Marketing Strategies Nokia…
• Focused on Handset Manufacture only
• Enhance Product Portfolio
• Increase Distribution Channels
• Adjust Preferences for specific markets
• Customer Satisfaction
• Focused on Replacement
• Increase Commitment to Emerging Market
• Improve Collaboration on Designs
• Ensure Accountability and Quality
• Aggressive Pricing
Macro Enviroment of NOKIA
POLITICAL FACTOR:
Nokia reported spending $5.4 million on lobbying
in the U.S. in 2007 and $2 million on lobbying in
2008.

ECONOMIC FACTOR:
Nokia had to change its functions from single
market to global market due to collapse of
Russian Federation.
SOCIAL FACTOR:
Nokia has been a member of the United
Nations Global Compact since 2001
Macro Enviroment of NOKIA
TECHNOLOGICAL FACTOR:
Improvement or Changes in technology

LEGAL FACTOR:
Patents right on technology

ENVIRONMENTAL FACTOR:

Environmentally ethical considerations

amongst suppliers.
Life cycle impact of NOKIA throughout the
supply chain
Segmentation Strategy
 
Geographic:

o Nokia immediate geographic target is rural

India.
o The total targeted population is estimated
at 100 million.

Demographic:

o Male and female.

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

• Light Users
• Medium Users
• Heavy Users
BCG Matrix of NOKIA

N-Series Premium Series

Entry Level N-Gage

 Nokia uses a pricing strategy that
best suits the product.
 Market Penetration- Nokia 1100.
 Market Skimming- N-95.
 Hence, The Strategy which was
used for N-Series & E-Series
was Market Skimming.
• Nokia has opened its retail outlet ‘Nokia Priority’ as well as many
authorized dealers at various places.

Consumer

Manufacturer Dealer
• AIDA in Nokia – :
• A – Attention : attract the attention of the
customer.

• I – Interest : raise customer interest by

demonstrating features, advantages, and benefits.

• D – Desire : convince customers that they want

and desire the product or service and that it will
satisfy their needs.

• A – Action : lead customers towards taking

action and/or purchasing.
Supply Chain Management
 Channels:
Nokia > Distributer >> Whole
seller >>> Retailer >>>> Customer
Product Promotion…
Advertising: Through TV, Sign boards, Bill boards,
Radio, Newspaper, Broachers, Posters, Dummies and
display stands

 Discounts are provided to online

Nokia purchasers through Nokia
discount coupons or coupon codes

 Commission is also provided to

retailers on the sale of every Nokia
cell phones and accessories.
• Public Relations ( PR )…
Nokia has strong PR. They keep on doing some or the
other new events, programmes and publicity, so as to
keep up with the brilliant image of the company and
also to enhance the brand equity.
• Direct Marketing :
• Nokia does not perform Direct Sales
activities on its official website
www.nokia.com.
• Nokia use DEMO style of Direct Marketing.
• Nokia does not use Direct Mail or
Telemarketing styles of Direct Marketing.
Packaging…
Packaging is important because it protects products as
they make their way from factory to customers.
Attractive, Good & Secure Packing

 During 2007, 15,000 ton packaging

material has been saved by using
smaller packaging.
 Nokia have reduced the amount of
printed material inside the box,
 In 2007 Nokia began to increase the
level of recycled content
THREATS
China Mobile made Copy Of NOKIA
Sets.

Looking mainly at the competition

that are taking away Nokia’s market
share.

Orange, Vodafone and O2 and many

other operators are globally selling
their own brands of phone.

Higher import charges.