About

Minor Project
Topic: - MARKETING STRATEGY OF NOKIA PHONE

Submitted To: !:
Dr.Poonam Kain

Submitted
Anjali Rai PGDM 1st SEC-A ROLL NO.######

Inde
1. A!o"t t#e Com$an% &. No'ia in t#e re(ion o) Asia- Pa*i)i* +. Com$an%,s Pro)ile -. Prod"*t .. Prod"*ts t#at No'ia o))ers /. Ne0 Prod"*ts 1 O$eratin( 2i(#li(#ts 3. Pri*e 4. Pri*e o) Some Most Sellin( Mo!ile P#ones 5. Pla*e 16.Promotion 11.Peo$le 1&.Pro*ess 1+.Pa% Pa*'a(e 1-.S7O8 Anal%sis

"bout t#e $omp"n!

No'ia Cor$oration 9N:SE; NOK< is one o) t#e 0orld=s lar(est tele*omm"ni*ations e>"i$ment man")a*t"rers. 7it# #ead>"arters in Keilaniemi o) Es$oo? @inland? t#is @innis# tele*omm"ni*ations *om$an% is !est 'no0n toda% )or its leadin( ran(e o) mo!ile $#ones. No'ia also $rod"*es mo!ile $#one in)rastr"*t"re and ot#er tele*omm"ni*ations e>"i$ment )or a$$li*ations s"*# as traditional Aoi*e tele$#on%? ISDN? !road!and a**ess? $ro)essional mo!ile radio? Aoi*e oAer IP? 0ireless LAN and a line o) satellite re*eiAers. No'ia $roAides mo!ile *omm"ni*ation e>"i$ment )or eAer% major mar'et and $roto*ol? in*l"din( GSM? CDMA? and 7CDMA. No'ia 0as esta!lis#ed in 14/. as a 0ood-$"l$ mill !% @redri' Idestam on t#e !an's o) No'ia ra$ids. @innis# R"!!er 7or's esta!lis#ed its )a*tories in t#e !e(innin( o) &6t# *ent"r% near!% and !e(an "sin( No'ia as its !rand. S#ortl% a)ter 7orld 7ar I @innis# R"!!er 7or's a*>"ired No'ia 0ood mills as 0ell as @innis# Ca!le 7or's? a $rod"*er o) tele$#one and tele(ra$# *a!les. All t#ree *om$anies 0ere mer(ed as No'ia Cor$oration in 15/3. 8#e name No'ia ori(inated )rom t#e riAer 0#i*# )lo0ed t#ro"(# t#e to0n o) t#e same name 9No'ia<.

In t#e 1536s No'ia !e*ame more inAolAed in t#e tele*omm"ni*ations ind"str% !% deAelo$in( t#e No'ia DB &66? a di(ital s0it*# )or tele$#one e *#an(es. In t#e 1546s? No'ia o))ered a series o) $ersonal *om$"ters *alled Mi'roMi''o C1D? #o0eAer? t#ese o$erations 0ere sold to International Com$"ters? Ltd. 9ICL<? 0#i*# 0as later mer(ed 0it# @"jits"Siemens AG. No'ia also !e(an deAelo$in( mo!ile $#ones )or t#e NM8 net0or'E "n)ort"natel%? t#e *om$an% ran a)o"l o) serio"s )inan*ial $ro!lems in t#e 1556s and streamlined its man")a*t"rin( o) mo!ile $#ones? mo!ile $#one in)rastr"*t"re? and ot#er tele*omm"ni*ations areas? diAestin( itsel) o) ot#er items? s"*# as teleAisions and $ersonal *om$"ters. In &66-? No'ia resorted to similar streamlinin( $ra*ti*es 0it# la%o))s and or(aniFational restr"*t"rin(? alt#o"(# on a si(ni)i*antl% smaller s*ale. 8#is? #o0eAer? diminis#ed No'ia=s $"!li* ima(e in @inland? and $rod"*ed a n"m!er o) *o"rt *ases alon( 0it#? at least? one teleAision s#o0 *riti*al o) No'ia. Re*entl%? No'ia joined ot#er mo!ile $#one man")a*t"rers to em!ra*e 8ai0anese Ori(inal DeAi*e Man")a*t"rers. No'ia si(ned a *ontra*t 0it# GenH? a 8ai0anese Ori(inal DeAi*e Man")a*t"rer? to deAelo$ t#ree #i(#end mo!ile $#ones? 0#i*# are s*#ed"led to retail !% t#e end o) &66..

No%i" in t#e Re&ion o' A(i" ) P"ci'ic

A leadin( $la%er in mo!ile *omm"ni*ations in t#e Asia Pa*i)i*? No'ia )irst started o$erations in t#e re(ion in t#e earl% 1546s. It #as sin*e esta!lis#ed a leadin( !rand $resen*e in man% lo*al mar'ets? and !"siness #as e $anded *onsidera!l% in all areas to s"$$ort *"stomer needs and t#e (ro0t# o) t#e tele*omm"ni*ations ind"str% in t#e re(ion. No'ia=s re(ional *or$orate #ead>"arters is lo*ated at Ale andra 8e*#no$ar' in Sin(a$ore. As t#e re(ional #"! )or No'ia? it is a !ase )rom 0#i*# oAer 366 sta)) $roAide leadin(-ed(e te*#nolo(%? $rod"*t and sol"tions s"$$ort to t#e &6 diAerse mar'ets and No'ia o))i*es in t#e Asia Pa*i)i*. No'ia=s re(ional treas"r% *enter - No'ia 8reas"r% Asia - o$erates o"t o) Sin(a$ore as an in-#o"se !an' )or No'ia s"!sidiaries in t#e Asia Pa*i)i* re(ion? 0#ile No'ia Resear*# Centre - t#e *or$orate resear*# "nit - #as o))i*es in Ia$an and C#ina. No'ia also man")a*t"res $rod"*ts o"t o) t#ree major )a*ilities in Masan? Korea? and Geijin( and Don(("an in C#ina. As o) Ian"ar% &66-? No'ia streamlined its (lo!al or(aniFational str"*t"re to stren(t#en its )o*"s on *onAer(en*e? ne0 mo!ilit% mar'ets and (ro0t#.

8o address emer(in( ne0 !"siness areas in t#e Mo!ilit% era 0#ile *ontin"in( to (ro0 its leaders#i$ in mo!ile Aoi*e *omm"ni*ations? No'ia #as )o"r !"siness (ro"$s to !est meet t#e "ni>"e d%nami*s o) ea*# !"siness. Mo!ile P#ones o))ers a (lo!al ran(e o) #i(#l% *om$etitiAe mo!ile $#ones )or lar(e *ons"mer se(ments? and deAelo$s mo!ile $#ones )or all major standards and *"stomer se(ments in oAer 1+6 *o"ntries. It is res$onsi!le )or No'ia=s *ore mo!ile $#ones !"siness? !ased mainl% on 7CDMA? GSM? CDMA and 8DMA te*#nolo(ies. Mo!ile P#ones )o*"ses on !rin(in( )eat"re-ri*#? se(mented mo!ile $#ones to t#e (lo!al mar'et. M"ltimedia !rin(s mo!ile m"ltimedia to *ons"mers in t#e )orm o) adAan*ed mo!ile deAi*es and a$$li*ations. Its $rod"*ts #aAe )eat"res and )"n*tionalit% s"*# as ima(in(? (ames? m"si*? media and a ran(e o) ot#er attra*tiAe *ontent? as 0ell as innoAatiAe mo!ile en#an*ements and sol"tions. Net0or's *ontin"es to o))er leadin(-ed(e net0or' in)rastr"*t"re? te*#nolo(% and related serAi*es? !ased on major 0ireless standards to mo!ile o$erators and serAi*e $roAiders. @o*"sin( on t#e GSM )amil% o) te*#nolo(ies? t#e (ro"$ aims at leaders#i$ in GSM? EDGE and 7CDMA radio net0or's. O"r net0or's #aAe !een installed in all major (lo!al

mar'ets t#at #aAe ado$ted t#ese standards. Net0or's is also a leadin( $roAider o) !road!and a**ess and 8E8RA net0or's )or $ro)essional "sers in t#e $"!li* sa)et% and se*"rit% se*tor. Enter$rise Sol"tions $roAides a ran(e o) terminals and seamless mo!ile *onne*tiAit% sol"tions !ased on end-to-end mo!ilit% ar*#ite*t"re? dedi*ated to #el$in( !"sinesses and instit"tions 0orld0ide im$roAe t#eir $er)orman*e t#ro"(# e tended mo!ilit%. Its end-to-end sol"tion o))erin(s ran(e )rom !"siness o$timiFed mo!ile deAi*es on t#e )ront end? to a ro!"st $ort)olio o) mo!ile !"siness o$timiFed (ate0a%s in t#e !a*' end in*l"din(; 0ireless email and internet? a$$li*ation mo!ilit%? messa(e $rote*tion? Airt"al $riAate net0or's? )ire0alls? and intr"sion $rote*tion.

$omp"n!*( Pro'i+e
No'ia Cor$oration man")a*t"res mo!ile deAi*es $rin*i$all% !ased on (lo!al s%stem )or mo!ile *omm"ni*ations? *ode diAision m"lti$le a**ess 9CDMA<? and 0ide!and CDMA 97CDMA< te*#nolo(ies. 8#e *om$an% o$erates in t#ree diAisions; M"ltimedia? Enter$rise Sol"tions? and Net0or's. 8#e M"ltimedia diAision )o*"ses on !rin(in( *onne*ted mo!ile m"ltimedia to *ons"mers in t#e )orm o) adAan*ed mo!ile deAi*es? in*l"din( +G 7CDMA mo!ile deAi*es and sol"tions. 8#e Enter$rise Sol"tions diAision ena!les !"sinesses and instit"tions e tend t#eir "se o) mo!ilit% )rom mo!ile deAi*es )or Aoi*e and !asi* data to se*"re mo!ile a**ess? *ontent? and a$$li*ations. Its sol"tions in*l"de !"siness-o$timiFed mo!ile deAi*es )or end "sers? a $ort)olio o) Internet $ort)olio net0or' $erimeter se*"rit% (ate0a%s? and mo!ile *onne*tiAit% o))erin(s. 8#e Net0or's diAision $roAides net0or' in)rastr"*t"re? *omm"ni*ations? and net0or's serAi*e $lat)orms and $ro)essional serAi*es to o$erators and serAi*e $roAiders. No'ia *onne*ts $eo$le to ea*# ot#er and t#e in)ormation t#at matters to t#em 0it# mo!ile deAi*es and sol"tions )or Aoi*e? data? ima(in(? (ames? m"ltimedia? and !"siness a$$li*ations. 8#e *om$an% also $roAides e>"i$ment? sol"tions? and

serAi*es )or its o$erator and enter$rise *"stomers. It sells its mo!ile deAi*es $rimaril% to o$erators? distri!"tors? inde$endent retailers? and enter$rise *"stomers 0orld0ide. No'ia Cor$oration is !ased in Es$oo? @inland.

Product
2istori*all%? t#e t#in'in( 0as; a (ood $rod"*t 0ill sell itsel). 2o0eAer t#ere are no !ad $rod"*ts an%more in toda%=s #i(#l% *om$etitiAe mar'ets. Pl"s t#ere are man% la0s (iAin( *"stomers t#e ri(#t to send !a*' $rod"*ts t#at #e $er*eiAes as !ad. 8#ere)ore t#e >"estion on $rod"*t #as !e*ome; does t#e or(aniFation *reate 0#at its intended *"stomers 0antJ De)ine t#e *#ara*teristi*s o) %o"r $rod"*t or serAi*e t#at meets t#e needs o) %o"r *"stomers. Function"+it!: ,u"+it! Appe"r"nce P"c%"&in&

r"nd Ser-ice

Support

 ."rr"nt!

Some o' t#e Product( t#"t No%i" o''er( to $u(tomer( "re:

Nokia N90

Nokia 9300 Nokia 8800

Nokia 7710

Nokia 7280

Nokia 7270

Nokia 6822

Nokia 6681

Nokia 6680

Nokia 6670

Nokia 6630

Nokia 6260

Nokia 6255

Nokia 6235

Nokia 6230i

Nokia 3230

Ne/ Product( 0"unc#in& 1 Oper"tin& Hi&#+i&#t(

8#e Mo!ile P#ones !"siness (ro"$ in*reased its *ons"mer o))erin( d"rin( t#e >"arter 0it# t#e introd"*tion o) ne0 models in a ran(e o) )orm )a*tors and desi(ns. 2i(#li(#ts in*l"de; - Nine ne0 GSM models? in*l"din( t#e No'ia /&46? o"r )irst midran(e 7CDMAK+G $#one. - @o"r ne0 CDMA models? (ro0in( o"r mid-ran(e o))erin( in CDMA. - Premi"m *ate(or% deAi*es; t#e No'ia 4466 and No'ia 4461 stainless steel slide $#ones. - 8#e No'ia /&36 slide $#one; one o) t0o ne0 models 0it# & me(a $i el *ameras. - 8#e No'ia .1-6i *amera $#one; No'ia=s )irst mo!ile deAi*e to

*om$l% 0it# "$*omin( EL enAironmental le(islation. - 80o entr%-leAel mo!ile $#ones? t#e No'ia 1116 and No'ia 1/66? ea*# o))erin( te*#nolo(i*al )eat"res desi(ned to red"*e t#e total *ost o) o0ners#i$ )or "sers.

Price:
2o0 m"*# are t#e intended *"stomers 0illin( to $a%J 2ere 0e de*ide on a $ri*in( strate(% - do not let it j"st #a$$enM EAen i) %o" de*ide not to as' 9eno"(#< mone% )or a $rod"*t or serAi*e? %o" m"st realiFe t#at t#is is a *ons*io"s de*ision and )orms $art o) t#e $ri*in( strate(%. Alt#o"(# *om$etin( on $ri*e is as old as man'ind? t#e *ons"mer is o)ten still sensitiAe )or $ri*e dis*o"nts and s$e*ial o))ers. Pri*e #as also an irrational side; somet#in( t#at is e $ensiAe m"st !e (ood. Permanentl% *om$etin( on $ri*e is )or man% *om$anies not a Aer% sensi!le a$$roa*#. 0i(t Price: 2i(count( Fin"ncin&

 0e"(in& Option( A++o/"nce(3

Price o' t#e Mo(t Se++in& Mobi+e P#one( o' No%i" In t#e M"r%et

Model
No'ia +&+6 No'ia 3/16 No'ia /&+6 No'ia //+6 No'ia 5+66 No'ia +//6 No'ia 1166 No'ia //16

Pri*e A$$ro in Rs
Rs.1.?666 Rs.1/?666 Rs.1&?666 Rs.&&?666 Rs.&4?666 Rs.11?666 Rs.+.66 Rs./666

P+"ce

AAaila!le at t#e ri(#t $la*e? at t#e ri(#t time? in t#e ri(#t >"antitiesJ Some o) t#e re*ent major *#an(es in !"siness #aAe *ome a!o"t !% *#an(in( Pla*e. 8#in' o) t#e Internet and mo!ile tele$#ones 0oc"tion(: 0o&i(tic( $#"nne+ member( $#"nne+ Moti-"tion M"r%et $o-er"&e Ser-ice 0e-e+( Internet Acce((ibi+it!

Promotion
2o0 are t#e *#osen tar(et (ro"$s in)ormed or ed"*ated a!o"t t#e or(aniFation and its $rod"*tsJ 8#is in*l"des all t#e 0ea$ons in t#e mar'etin( armor% - adAertisin(? sellin(? sales $romotions? P"!li* Relations? et*. 7#ile t#e ot#er t#ree P=s #aAe lost m"*# o) t#eir meanin(s in toda%=s mar'ets? Promotion #as !e*ome t#e most im$ortant P to )o*"s on. Ad-erti(in&: Front 0ine Ser-ice Pub+ic Re+"tion( Me(("&e 2irect S"+e( S"+e( Medi" ud&et

Peop+e
All $eo$le dire*tl% or indire*tl% inAolAed in t#e *ons"m$tion o) a serAi*e are an im$ortant $art o) t#e e tended mar'etin( mi . Kno0led(e 7or'ers? Em$lo%ees? Mana(ement and ot#er Cons"mers o)ten add si(ni)i*ant Aal"e to t#e total $rod"*t or serAi*e o))erin(.

Proce((
Pro*ed"re? me*#anisms and )lo0 o) a*tiAities !% 0#i*# serAi*es are *ons"med 9*"stomer mana(ement $ro*esses< are an essential element o) t#e mar'etin( strate(%. No'ia #as ra$idl% moAed )rom )"n*tionall% oriented or(anisation to a !"siness $ro*ess oriented mode? and o"r in)ormation s%stems #aAe not )ollo0ed t#e *#an(e as )ast as t#e% s#o"ld. 8o )ill t#e (a$? IM or(anisation m"st learn and im$lement 0or'in( met#ods 0#i*# ena!le t#e *reation o) !"siness $ro*ess oriented in)ormation s%stems. 8o satis)% t#ese !"siness needs? No'ia #as introd"*ed a ne0 deAelo$ment a$$roa*# )or in)ormation s%stems deAelo$ment. 8#ese $ro*esses #aAe !een *reated and tested d"rin( t#e SPI. In 155/? t#e startin( $oint o) so)t0are en(ineerin( $ra*ti*es in No'ia Mo!ile P#onesKIn)ormation Mana(ement 0as t#at t#ere 0ere no *learl% de)ined $ro*esses to ("ide t#e so)t0are deAelo$ment a**ordin( to t#e !"siness needs. Re>"irement anal%sis 0as "s"all% done 0it# an ad-#o* st%le 0it#o"t a $re-de)ined $ro*ess. @or t#e te*#ni*al desi(n and im$lementation? t#ere 0as a )irst Aersion o) $roje*t man"al to )ollo0.

8e*#ni*al enAironment )rom I8 $oint o) Aie0 at No'ia is (reat. Mar'et,s leadin( !rands are "tiliFed in eAer% $art o) t#e *om$an% and $ersonnel,s s'ill leAel is #i(# in te*#ni*al iss"es. In t#e SPI $roje*t? ICL ltd 0as sele*ted as t#e Aendor to $roAide a *ons"ltin( $oint o) Aie0 and to deliAer t#eir s'ills )or !"siness anal%sis and re>"irements s$e*i)i*ation areas. G"siness enAironment in tele*omm"ni*ation ind"str% is )ast moAin( and >"ite %o"n(? 0#i*# means !i( *#allen(es )or in)ormation mana(ement; timin( is *r"*ial. Ge*a"se o) t#e *#an(in( enAironment? also or(anisation is *#an(in( ra$idl%. C#an(e is an eAer% da% $#enomenon at No'ia? 0#i*# #el$s a lot 0#en *#an(in( 0or'in( $ra*ti*es as a $art t#e SPI. S'ill set needed )or t#e !"siness and re>"irements anal%sis and ot#er $arts o) t#e SPI is di))erent )rom t#e te*#ni*al e $ertise so *ommon at No'ia. In order to s"**eed? some time )or trainin( 0as reserAed d"rin( t#e SPI. 8#e te*#ni*al tar(et enAironment )or t#e SPI in*l"ded a RK+ !ased standard $a*'a(e as t#e !aseline $roje*t enAironment? a CASE tool to s"$$ort t#e IM Pro*ess and an intranet enAironment 0#ere t#e res"lts 0ere s#ared.

P"! P"c%"&e( o' t#e $omp"n!

Ke! E4ecuti-e( In T#e $omp"n!

Pa%

E er*ised

Mr3 5orm" O++i+" ? .N -./-M N /.66K C#airman? C#ie) E e*. O))i*er and C#airman o) t#e Gro"$ E e*. Goard

Mr3 Pe%%" A+"-Pieti+6? -4 Pres? 2ead o) C"stomer and Mar'et O$erations and Mem!er o) Gro"$ E e*. Goard

N 1./+M N 6

Mr3 O++i-Pe%%" K"++"(-uo ? .& E e*. OP? Pres o) Mo!ile P#ones? Gen. Man(. o) Mo!ile P#ones and Gro"$ E e*. Goard Mem!er

N 1.-1M N 6

Mr3 Ric% Simon(on7 -3 C#ie) @inan*ial O))i*er? Sr. OP and Mem!er o) Gro"$ E e*. Goard Mr3 Pertti Kor#onen ? -C#ie) 8e*#nolo(% O))i*er? Sr. OP and Gro"$ E e*. Goard mem!er

NKA

N6

NKA

N +4.66K

S.OT An"+!(i( o' t#e $omp"n!: No%i"

Stren(t#s;
No'ia #as lar(est net0or' o) distri!"tion and sellin( as *om$ared to ot#er mo!ile $#one *om$an% in t#e 0orld. It is !a*'ed 0it# t#e #i(# >"alit% and $ro)essional team in t#e 2RD De$t. 8#e )inan*ial as$e*t is Aer% stron( in *ase o) No'ia as it #as man% more $ro)ita!le !"siness. 8#e $rod"*t !ein( "ser )riendl% and #aAe all t#e a**essories one 0ant t#at is 0#% is in (reat demand ma'in( it No-1 sellin( mo!ile $#ones in t#e 0orld. 7ide ran(e o) $rod"*ts )or all *lass. 8#e re-sell Aal"e o) No'ia $#ones are #i(# *om$ared to ot#er *om$an%,s $rod"*t.

7ea'ness;
No'ia #as man% stren(t#s and some 0ea'ness. Some o) t#e 0ea'ness in*l"des t#e $ri*e o) t#e $rod"*t o))ered !% t#e *om$an%. Some o) t#e $rod"*ts are not "ser )riendl%. Not *on*ern a!o"t t#e lo0er *lass ) t#e so*iet% $eo$le. Not tar(etin( $romotion to0ard t#em. 8#e $ri*e o) t#e $rod"*t is t#e main iss"e. 8#e serAi*e *enters in India are Aer% )e0 and s*are. So a)ter sales serAi*e is not (ood.

O$$ort"nit%;
No'ia #as am$le o) o$$ort"nit% to e $and its !"siness. 7it# t#e 0ide ran(e in $rod"*ts? )eat"res and di))erent $ri*e ran(e )or di))erent $eo$le? it #as an adAanta(e oAer t#e *om$etitors aro"nd. 7it# t#e o$$ort"nit% li'e P8ele*om $enetration in India, !ein( at t#e $ea' time? No'ia #as an o$$ort"nit% to in*rease its sales as 0ell as t#e mar'et s#are. As t#e standard o) liAin( in India #as in*reased t#e $"r*#asin( $o0er o) t#e $eo$le as in*reased as 0ell? so No'ia #as to tar(et ri(#t *"stomer at ri(#t time to (ain t#e most o"t o) t#e sit"ation.

8#reats;
No'ia #as man% t#reats to ta*'le to maintain its $osition as mar'et leader. 8#e t#reats li'e emer(in( o) ot#er mo!ile *om$anies in t#e mar'et. 8#e *om$anies li'e Motorola? Son% Eri'sson? Cin("lar 9L.S< et*. t#ese *om$anies #aAe *ome to t#e stand o) to"(# *om$etition 0it# No'ia in t#e )ield o) Mo!ile P#ones. 8#reats *an !e li'e $roAidin( *#ea$ $#ones? ne0 )eat"res? ne0 st%le and t%$e? (ood a)ter sales serAi*e et*. So? No'ia #as to 'ee$ in mind t#e (ro0in( *om$etition aro"nd. No'ia #as to ma'e strate(ies to ta*'le $ro!lems

in t#e $resent and t#e near )"t"re. 8#e (ro0in( demand o) 7LL net0or' *an *a"se dro$ in sales )or No'ia? as No'ia $roAides man% less CDMA $#ones to t#e *"stomer.

8T#i( Ide" o' 9$onnectin& Peop+e* b! No%i" pro-ide( Ser-ice to peop+e /it# t#e #e+p o' t#e Product(: