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NOKIA

Taking it beyond generations..

Uusi Nokia!
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation

Reason for rebranding: Nokia needs to shed the image of a traditional multimedia
phone. Also, it wishes to target a broader target audience: from youth to senior
citizens!
Rebranding focus: Core competencies Rebranding strategy:
Organisational transformation
Brand trust and
image
Vision,
Marketing
Mission &
communications
Durability: In terms of

Research and Goals


development
performance
design and

Core Internal External


Competencies Transformation Transformation

Work
Channel
environment &
utilization
Distribution culture
Channel
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation

Strategic Structure People Process


Evolve with the vision, Be the organization Convey the message
mission and goal of Develop advanced
of today. Make of organization to processes,
emerging as technology every opinion matter the people with a
leaders, not just a communicate the
and have a flat new age work ingredient to the
smartphone hierarchy culture
manufacturer target audience

Internal Organizational Change


Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation

Channels Targeting Endorsement Message


Apart from TV and Instead of mainstream
The product should Additional emphasis
Print Media, Nokia celebrities, YouTube
resonate with a on core competencies
must leverage the sea stars and new age
broader target in advertisements will
of opportunities faces should be on
audience and hence. help rebuild the
offered by New Media boarded as people
The advertisements customer seller bond
like YouTube, relate more with them
should be universally
Instagram, Facebook
appealing.
etc.
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation

Nokia Organisational Change Roadmap


1 Plan Duration

PLAN
ACTIVITY PLAN START PERIODS (Months)
DURATION
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
New Strategy (VMG)
Adoption 1 4

HR Policy Change 4 3
Process
Transformations 2 6
Marketing
Communications
Design 7 2
Marketing
Communications
Implementation 9 1

Result Monitoring 9 6
Full Scale
Implementation 15 10
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation