University of Dhaka

Course- Product & brand management (411)

Group name
Brainstormers
Group members :
Tahsib Ahmed 08
Md.Roman-Al-Mamon 60
Shuvashish Dey 102
Mousumi Paul 114
Shiuly Akhe! 128
Sayma Sha!men 144
Date of Submission:- 7
th
march, 2013
A. Make a summary of the success factor of N!"#$
There are four key major factors for Nokias success, Timing, Focusing, Branding and
Cost efficiency
Nokia's timing !as "erfect as #$% techno&ogy "ro&iferated in 'uro"e and soon in (sia
and (merica )t had in*ested "&enty of resources in the s"ecification !ork and !as a+&e
to fi&e *a&ua+&e "atents on #$% techno&ogy The timing !as "erfect a&so !hen Nokia
decided to in*est in emerging markets
Nokia has focused on te&ecommunications ,nce the +aggage from the "ast had +een
di*ested, it !as easier to focus on a sing&e gro!th industry- mo+i&e te&ecommunications
The focus is on&y getting shar"er )n 2007, Nokia detached its net!ork e.ui"ment
+usiness into a joint *enture !ith $iemens
(nssi /anjoki created Nokia's brand strategy in the ear&y 1000s 1nti& then, Nokia had
marketed mo+i&e "hones +randed as %o+ira, Techno"hone, or Tandy, among others
$ince those days Nokia has +een ranked the most trusted and recogni2ed +rand in
many sur*eys in 'uro"e and (sia
Nokia a&so disco*ered a ne! core com"etence 3 Cost-efficiency No!, Nokia is !ide&y
regarded the com"any that can make "roducts at the &o!est cost in the industry
'*en in the midst of the g&o+a& financia& crisis, Nokia is staying "rofita+&e and
com"etiti*e +y cutting costs, kee"ing its focus on mo+i&e communications, in*esting in
marketing and accurate&y timing its entries to ne! markets
B. How NOKIA position itself in the market as a
leader?
Answer- Nokia, one of the &eading mo+i&e "hone +rands in the !or&d, gradua&&y
"ositioning itse&f in the market as a &eader This "osition +ui&ding as a &eader is not a
"rom"t success for N,4)( 5ather, Nokia has to do a &ot of inno*ation, consumer
research, market ana&ysis and many other things to esta+&ish its +rand as a to" f&ight
+rand in the market
$ometimes on&y the "roduct features cannot make a +rand successfu& in the market +ut
there are some other to"ics !hich are *ery much direct&y concerned !ith the +rand
"ositioning other than features of the "roduct For that reason, Nokia has succeeded in
&ending "ersona&ity to its "roducts, !ithout e*en gi*ing those names )n other !ords, it
has not created any su+6+rands +ut has concentrated on the cor"orate +rand, gi*ing
indi*idua& "roducts a generic +rand "ersona&ity ,n&y numeric descri"tors are used for
the "roducts, !hich do not e*en a""ear on the "roduct $uch is the strength of the
cor"orate +rand Nokia has succeeded !here other +ig +rand names ha*e so far fai&ed,
chief&y +y "utting across the human face techno&ogy6taking and dominating the
emotiona& high ground
The Nokia Brand 7ersona&ity can +e an im"ortant item !hich is re&ated to the +rand
"ositioning )t has detai&ed many "ersona&ity characteristics for its +rand, +ut em"&oyees
do not ha*e to remem+er e*ery characteristic They do, ho!e*er, ha*e to remem+er the
o*era&& im"ression of the &ist of attri+utes, as you !ou&d !hen thinking a+out someone
you ha*e met (s the focus is on customer re&ationshi"s, the Nokia "ersona&ity is &ike a
trusted friend Bui&ding friendshi" and trust is at the heart of the Nokia +rand (nd the
human dimension created +y the +rand "ersona&ity carries o*er into the "ositioning
strategy for the +rand
C. Only Nokia Human Tehnolo!y ena"les you
to !et more out of life#. $hy NOKIA laims
that?
(ns!er6 N,4)( is indeed the most *a&ua+&e as !e&& as most "o"u&ar ce&& "hone +rand in
the !or&d Thats !hy, it has made a strong +rand "ositioning in its current market )t has
made a ne! conce"t a+out techno&ogy and has gain a great success +y doing so )ts
"ositioning strategy can easi&y get the attention of the customers in its markets N,4)(
&arge&y associated !ith the human friend&y techno&ogy and therefore making an
a!areness a+out the conce"t they has made for "ositioning their +rand and gaining
attention a&& o*er its market )t c&aims that6 8on&y N,4)( human techno&ogy ena+&es one
to get more out of &ife9
Nokia uses a com+ination of ins"irationa&, +enefit6+ased, emotiona& features, and
com"etition6dri*en "ositioning strategies )t o!ns the :human: dimension of mo+i&e
communications, &ea*ing its com"etitors !ondering !hat to o!n ;or ho! to "osition
themse&*es<, ha*ing taken the +est "osition for itse&f
This +rand "ositioning statement has +ecome so successfu& that makes the "rofit of
Nokia dou+&ed !ithin the &aunching of this statement in a short time 7eo"&e are then
starting to +e&ie*e that on&y Nokia can meet their needs successfu&&y than other "o"u&ar
ce&& "hone +rands in the !or&d market To ca"ture a great market share, this initiati*e
introduced +y Nokia has made a great im"act on its tota& +ottom &ine as !e&& as good!i&&
of the com"any

%. How NOKIA defeats others in their produt
desi!n?
(ns!er6 Nokia is a great +rand +ecause it kno!s that the essence of the +rand needs
to +e ref&ected in e*erything the com"any does, es"ecia&&y those that im"act the
consumer 7roduct design is c&ear&y critica& to the success of the +rand N,4)( gi*es a
great dea& of thought to ho! the user of its "hones !i&& e="erience the +rand, and ho! it
can make that e="erience ref&ect its +rand character For e=am"&e, Nokia designers
descri+e the &arge dis"&ay screen as the "eye into the soul of the product"
(gain N,4)( defeats other ce&& "hone manufacturers in "roduct design +y making
changes in the sha"e of the "hones For that reason, the sha"e of "hones is cur*y and
easy to ho&d %oreo*er, the face"&ates and their different co&ors can +e changed to fit
the "ersona&ity, &ifesty&e, and mood of the user )n addition, the soft key touch "ads a&so
add to the fee&ing of friend&iness, e="ressing the +rand "ersona&ity
Therefore, N,4)(s "roduct design focuses on the consumer and his needs and for that
reason it has termed its techno&ogy as 8>uman techno&ogy9 and thus defeats others in
their "roduct design
E. %&p'ain (hat are the po(erfu' bran)in* strate*ies
for N!"#+
As a ma!ke leade! "okia#s has in!odu$ed some $!u$ial b!andin% s!ae%ies-
1. "okia has $!eaed is b!and &osiionin% by delive!in% su&e!io! 'ualiy and bene(is and
a!ibues.
2. ) has %iven a &!o&e! b!and name (o! eve!y sin%le se *ih a di((e!en !ade ma!k.
3. ) has aken (ull $on!ol ove! is b!and s&onso!shi&.
4. "okia#s line e+ension and b!and e+ension has been aken a$$o!din% o $usome!#s
$hoi$e and su%%esions.