PRESENTED BY

THE SPARTANS

o M. ROMAAN QAMAR
o KUMAIL HASSAN o FARHAN ANJUM o MOHSIN ALI SARAJ o ZARD ALI KHAN
SZABIST , ISLAMABAD

ACKNOWLEDGEMENT
All the praises and thanks are to ALLAH, the most ALLAH, beneficent, ever merciful and king of the day of judgment. We offer our humblest thanks and special praises to our Holy Prophet MOHAMMAD (SAW) whose moral and spiritual teachings are a forever source of guidance and knowledge for humanity as a whole. We feel out first and foremost duty to express our grateful appreciation and thanks to our teacher Ms. RABIA. Her illustrious advise, keen interest, RABIA. encouragement and constructive criticism were the real source of inspiration during the completion of the project.

Presentation Include 
Introduction Brand Personality Marketing Mix Product Mix Macro Environment STP Strategies Adopted Competitors Issues SWOT Analysis CSR Questions ???

HISTORY OF NOKIA 
It also provides the services for network operators. operators.  Company recorded revenues of 41,121 Million ¼ in 2007 41,
about 20.3% increase from 2006. 20. 2006. 

Company offers its products in 150 countries. Its HQ is in countries.  Espoo, Finland and employees about 68,500 people . 68,
Other 

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

Introduction 
Evolution of Mobile History Mission Vision Why Nokia on Top ?

History
A leading player in mobile communications all over the world, NOKIA first started operations in the early 1980s
The NOKIA "arrows" logo before its Connecting People logo.

NOKIA Company logo. Founded in Tampere in 1865, logo 1966.

Finnish Rubber Works Ltd, Helsinki:1898

"Connecting People" slogan, invented by Ove Strandberg.

History of NOKIA
ºNokia is a Finland based company, incorporated in
1967. 1967.

ºNokia started of as a pulp, rubber & cable
manufacturing company by Knut Fredrik Idestam in 1865. 1865.

ºFinnish Rubber Works acquired Nokia Wood Mills
Telephone & Telegraph cables. cables.

ºNokia Corporation created - 1967 - paper productsproductscar tires- personal computers - cables. tirescables.

History of NOKIA«
ºNokia began developing the digital switch (Nokia DX
200) 200) which became a success. success.

ºIn 1970, Nokia started taking an active interest in the 1970,
power & electronics businesses. businesses.

ºIn 1987, consumer electronic became Nokia s major 1987,
business. business.

º1991 Nokia - agreements to supply GSM networks nine European countries. countries.

History of NOKIA«
ºBetween 1992 & 1996, the company exited from the 1996,
rubber and cable businesses

ºAugust 1997 Nokia - GSM systems to 59 operators in
31 countries. countries.

ºIt s the leading manufacturer of mobile devices. devices. ºNokia offers a wide range of mobile devices with the
experience in music, video, imaging, gaming and a lot more. more.

Mission
In a world where everyone can be connected, we take very human approach to technology
Connecting is about helping people to feel close to what matters. Wherever, whenever, Nokia believes in matters. communicating, sharing, and in the awesome potential in connecting the 2 billion who do with the 4 billion who don t. If we focus on people, and use technology t. to help people feel close to what matters, then growth will follow. In a world where everyone can be follow. connected, Nokia takes a very human approach to technology. technology.

Vision
The Vision of Nokia: Our vision is a world where everyone can be connected. Our vision is to connected. ensure that 5 billion people are always connected at any given point and to achieve 100 fold more network traffic

Why NOKIA on Top ? 
Developing affordable mobile devices that can
contribute to increased economic growth and quality of life  Constant innovation. Focusing on human technology; innovation. technology; enhancing communication and exploring new ways to exchange information. information. 

That·s why Nokia will never stop finding new ways of
connecting people. people.

Brand Personality 
Nokia focused on building customer, relationship
and trust. trust. 

Building friendship and trust is the heart Nokia
brand. brand. 

Logo shows their brand personality. personality.

Marketing Mix : 4Ps
Product 
Variety
In every series of Nokia there are large number of sets thus large variety. e.g. entry level include 1200,1208,1100,1110,1110i,1112 etc 

Quality
Nokia gain brand personality and market shares because of its quality.

4Ps«. 
Design
Nokia sets are of various design such as Flip sets , Flat sets, Slide sets , Sets with rotating camera etc 

Features
Each set of Nokia has its own features . The models of Nokia are based on features.

4Ps«. 
Brand Name
Brand name is written on each set.  Packaging On packaging of Nokia set detail information about the set is given and packing is made attractive by picture. Each set has its own booklet with information about its features.

Price 
Price targeting both the ends  Price range from Rs1999 to RS 62700  Pricing strategy  Nokia also offer cash allowances.

Promotion 
Advertising:
Though TV , Sign boards , Bill boards , Radio and Newspaper Broachers , Posters ,Dummies and display stands 

Personal selling:
By product training to Distributer. 

Sales Promotion

Public Relations ( PR )
Nokia has strong PR. They keep on doing some or the other new events, programes 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.

Place 
Channels
Nokia > Distributer > Whole seller > Retailer > Customer 

Coverage
Nokia is widely available all over PAKISTAN 

Distributer
Nokia main distributer are : United mobiles, Mobile zone and Advance telecom.Nokia mobiles are mostly available through every mobile outlet

Product Mix of Nokia
‡ 1000²9000 series 1000² ‡ Nokia 2000 series ² Basic series ‡ Nokia 3000 series ² Expression ‡ ‡ ‡ ‡ ‡
series Nokia 5000 series ² Active series Nokia 6000 series ² Classic Business series Nokia 7000 series ² Fashion and Experimental series Nokia 8000 series ² Premium series Nokia 9000 series ² Communicator series (discontinued)

Macro Environment of Nokia 
POLITICAL FACTOR 

ECONOMIC FACTOR  SOCIAL FACTOR  TECHNOLOGICAL FACTOR  ENVIRONMENTAL FACTOR: FACTOR:

Macro Envirnoment 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. Federation.

‡ SOCIAL FACTOR:
Nokia has been a member of the United Nations Global Compact since 2001

Macro Environment 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: Geographic:

o Nokia immediate geographic target is urban PAKISTAN. PAKISTAN. o The total targeted population is estimated at 100 million. million. 
Demographic: Demographic:

o Male and female. female. o Ages 25-50, this is the segment that makes up 80% of the 25-50, 80%
Nokia mobile phone market according to the NOKIA Ltd. Ltd. o Professionals and College students. students.

Consumer Segment
Light Users Medium Users Heavy Users

Heavy Users
Target segment is heavy users 

They chose this Category because heavy user
have ability to buy their product. product. 

In this category users like, latest products with
latest features. features. 

Heavy users want something new and stylish. stylish.

Target Market
Nokia has mainly targeted 

Target market for the Nokia mobile phone is
between ages 20-40. 20-40. 

Who want to use Something Special  International Students  Teenager and Business class

POSITIONING OF Nokia
Nokia has created a distinct position in customer mind by 

Nokia logo ..> ..> Slogan
future > Know our past. Create the past. 

Latest Ring Tone

Competitors
Many Competitors in this area 

Samsung  Sony Ericsson  LG  Others .

% Share Nokia 37.2% Samsung 17.3% SonyEricsson 9.8% LG 8.5% Others .

RIVALRY AMONG COMPETITORS
INDUSTRY GROWTH RATE: The industry has grown by just 10% during 2008. This is down from the growth rate seen in 2007. CONCENTRATION AND BALANCE: The major players are Samsung, Sony Ericsson, LG and china mobile. INFORMATIONAL COMPLEXITY: Devices are becoming COMPLEXITY: Devices more complex and getting features (picture, audio, video) that are outside the core competencies of traditional manufacturers.

BARGAINING POWER OF BUYERS
BUYER INFORMATION: Buyers have comparative information about the product in terms of price and features. BUYER CONCENTRATION: Network operators are relatively concentrated and large service providers have high bargaining power. SWITCHING COSTS: Individual buyers have low switching costs COSTS: and are price or feature sensitive. PRODUCT DIFFERENCES: Low degree of product differentiation and any new feature or technology is quickly imitated.

BARGAINING POWER OF SUPPLIERS
‡ SWITCHING COSTS: A large number of suppliers for non critical

components. For critical components suppliers work closely with companies as they involve joint development of specialty inputs and sub-systems. sub-systems.

‡ IMPACT ON DIFFERENTIATION : Companies could switch suppliers
for non critical components but are closely tied to them for critical components and sub-systems. sub-systems.

‡ THREAT OF FORWARD INTEGRATION: Suppliers do not pose any

credible threat of forward integration even though they are outsourced.

THREAT OF NEW ENTRANTS -ENTRY BARRIERS
‡ PROPRIETARY PRODUCT DIFFERENCES: Technology and product ‡ ‡ ‡ ‡ ‡
designs are protected by patents. BRAND IDENTITY: Powerful brand identity of the existing players developed through advertising and product excellence. ECONOMIES OF SCALE: High fixed costs means that volume is essential to companies. CAPITAL REQUIREMENTS: Activities such as R&D and advertising REQUIREMENTS: requires large capital commitments. EXPECTED RETALIATION: Existing competitors have the financial RETALIATION: clout to deter new entrants. ACCESS TO NECESSARY INPUTS: Suppliers work closely with existing companies and therefore critical components may only be available at a premium.

Basis of Competitive Advantage
Product competitiveness : Nokia profitably competes in all mobile device segments from entry-level to high-end. It has the entryhighbroadest product portfolio in the market. Customer satisfaction : Nokia uses customization to gain greater customer satisfaction R&D effectiveness : Nokia spent about USD 3.4 Billion on R&D. DemandDemand-supply network alignment : Nokia captures its potential upside in high-demand situations by aligning its demandhighdemandsupply network.

STRATEGIES
Price Strategy Market Strategy Push Pull Battery Strategy

PRICING STRATEGY
Pricing Strategy Matrix Premium Pricing Penetration Pricing Economy Pricing PRICE Skimming

BATTERY ISSUE
Three types of batteries are currently available for consumers ‡ Original Nokia batteries. batteries. ‡ Batteries manufactured by third parties sold under own brand or no-brand no‡ Counterfeit batteries

Nokia Batteries Meet ALL International Safety Standards
‡ Continuous control of the production and intensive
product testing. testing. ‡ Original Nokia batteries comply with all international standards, such as UL2054, UL1642,IEC 60950 etc. UL2054, UL1642,IEC etc. ‡ Manufactured with safety circuit, highest quality materials, correctly designed safety vent and clean, stable manufacturing process. process.

Cases of Exploding Batteries
‡ 30-40 cases globally of exploding non-original 30nonbatteries. batteries. ‡ Primary root cause of non-original battery failure is noninternal short circuit in the cell. cell. ‡ Vast majority of short circuits caused by ³traumatic event´ (i.e., dropping the phone) which jeopardizes (i. integrity of poorly manufactured batteries. batteries. ‡ In each and every case, the battery in question has proved to be a non-original battery (either third-party nonthirdor counterfeit) which did not include industry standard safety measure. measure.

Nokia¶s Response to Faulty & Illegal Batteries
‡ Nokia took all possible actions to ensure customer
safety and satisfaction. satisfaction. ‡ Launched customer service program to help consumers and retailers recognize non original batteries. batteries. ‡ Replaced the batteries that were manufactured during that period with original one & that too free of cost. cost.

SWOT ANALYSIS
STRENGTHS

‡ The Leader in the Industry ‡ user friendly phones ‡ ‡ ‡
High quality and professional team in the HRD Dept and a very strong R&D Unit. Strong Financial Backing. Great features of Nokia Handsets. Strong Customers Relation.

WEAKNESS

‡ Heavy in weight ( Most Models ). ‡ Expensive than other competitors. ‡ Big in Size ( Difficult Handling )

OPPORTUNITIES

‡ Targeting right customers at right time. ‡ Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge. ‡ Can increase their Growth rate by reducing their profit ratio. ‡ Tax Reduction

THREATS

‡ Strong Competition. ‡ Saturation in Current Market ‡ Challenges of Continuous Technological
Development.

CORPORATE SOCIAL RESPONSIBILITY 
Environment
-Recycling -Packaging -Transporting 

Nokia helping hands
-Blood donations -Fund raising -Volunteering at hospitals -Arranging activities for under privelege

CSR contd 
CORPORATE GIVING
-Disaster relief *drought in Euthopia *Sichuan earthquake in China *Cyclone nargis in Myanmar -Disaster recovery *Southeast asian Tsunami *Earthquake in Pakistan

Conclusion
Targeting Millions of internet users Low cost web enabling by 2010 Focusing on the lower end of the society.

THANK YOU!!!

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