Brand Management Assignment- Nokia Re-launch Strategy

Sanket Dubey-40A
Nokia should focus on the following two segments:
Budget Feature Phones
High-end Smartphones
Nokia was the market leader in budget feature phones because of the sturdy and well built phones that it
manufactured, whereas it started losing the market share in high end smartphones because of the OS that it had
Chosen (Symbian, Windows) , it kept on losing market share to i0S and Android, so there shouldnt be much
doubt in the OS that Nokia should be choosing while relaunching new smartphones, it has to be Android since
Android has a market share of around 66% in the mobile OS segment and the platform for app development is
available to large number of developers. The obvious choice for me is Android.
Also Nokia should make it a point to distance itself from any association with Microsoft since its Lumia
phones were a disaster and any negative associations should be avoided. A leaner Nokia had returned to the
hardware market without the tricky issue of rebuilding a support network for the hardware, and Foxconn could
make use of its own manufacturing knowledge and networks to ship the N1.
Nokias return should focus on the consumer experience, emotional ads touching on the message of
Connecting People and leverage the booming ecommerce sector to create the hype regarding its product
launches.