CONFIDENTIAL

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Shalini sanjay vamsi Shrawan suresh

Why Nokia ? History

Marketing segmentation 4ps SWOT analysis

 

Vision statement


Brand personality Marketing Strategies

 Largely

available Greater network coverage Easily repaired Changeable body casing Updating software Use of Carl Zeiss lens Only dealing in mobiles Nokia is world third richest company

Nokia is a Finland based company, incorporated in 1967. Nokia started of as a pulp, rubber and cable manufacturing company to a major manufacturer of mobile devices. Its the leading manufacturer of mobile devices. Nokia offers a wide range of mobile devices with the experience in music, video, imaging, gaming and a lot more. It also provides the services for network operators. Company recorded revenues of 42.45 Billion in 2010 about 24 % increase from 2008.

Company offers its products in 150 countries. Its HQ is in Espoo, Finland . Other company of Nokia are in China , Hungry , Germany , Korea and India

Production Unit :
Networks Technology
Mobile Devices and Enhancement s
China Finland India

Brazil China Finland Great Britain Hungary India Mexico Romania South Korea

 Nokia is world third richest company

NOKIA Company logo, 1966. The NOKIA "arrows" logo before its Connecting People logo. "Connecting People" slogan, invented by Ove Strandberg.

Product life cycle of NOKIA

Maturity
Nokia Symbian & N- Series Nokia 30 & 40 Series

Decline

Growth
Nokia E- series

Sales curve

Introduction
The Concept Phones

Time

 Nokia

focused on building customer relationship and

trust.
Building

friendship and trust is the heart of Nokia

brand.
Logo

shows their brand personality.

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Focused on Handset Manufacture only Enhance Product Portfolio Increase Distribution Channels Adjust Preferences for specific markets Customer Satisfaction Focused on Replacement Increase Commitment to Emerging Market Improve Collaboration on Designs Ensure Accountability and Quality Aggressive Pricing

Expand mobile voice Drive consumer multimedia Bring extended mobility to enterprises Clearly defined objectives and goals Right timing of decisions Determination and risk taking Foreseeing and using rising market opportunities Creating the future

 Entry

level:(Rs 2,500-6,000) Nokia targeted low income people and first time mobile buyers in this series . Sets include are

1200,1208,1100,1110,1112 etc Classic Series:(Rs 7,000-17,000) Nokia targeted decent people in this series . Sets include in this series are 6300,6233,6120,3120 etc

gage series:(Rs 8,000-16,000) Nokia targeted game lovers in this series . These

sets include game like play station ,PSP and Xbox

Xpress music:(Rs 13,000-35,000) In this series music lover are targeted. Sets are 5220,5310,5800,5610,5320 etc N-series:(Rs 18,000-50,000) This series is also called multimedia computer. Named as on step ahead multimedia.Sets are N70,N73,N95,N96,N80,N81,N91 etc E-series:(Rs 18,000-60,000) This series is for business people. Sets include are E51,E66,E71,E61i,E90 etc Premium series:(Rs 80,000-1,500,000) In this series nokia targeted people which show visual status. Sets include in this series are Sephira arte,8800Gold,8800arts etc

Nokia uses a pricing strategy that best suits the product. Market Penetration- Nokia 1100. Market Skimming- N-95. Hence, The Strategy which was used for N-Series & E-Series was Market Skimming.

  

Nokia has opened its retail outlet Nokia Priority as well as many authorized dealers at various places.

Consumer

Manufacturer

Dealer

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AIDA in Nokia :
A Attention : attract the attention of the customer. I Interest : raise customer interest by demonstrating features, advantages, and benefits. D Desire : convince customers that they want and desire the product or service and that it will satisfy their needs. A Action : lead customers towards taking action and/or purchasing.

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

are provided to online Nokia purchasers through Nokia discount coupons or coupon codes is also provided to retailers on the sale of every Nokia cell phones and accessories.

 Commission

Strengths
Durability Long battery life User friendly Global Expansion Brand loyalty
Use of Carl Zeiss lens Largest CELL PHONE VENDOR

Weakness
N Gage is a flop.

Low voice quality Less stylish Heavy sets Market skimming prices of high sets

Opportunities
Mobiles with computer window New growth markets Other hand held devices Well designed and styled sets Growth markets such as CHINA, LATIN AMERICA

Threats
China mobiles Orange, Vodafone and O2 and many other operators are globally selling their own brands of phone. Company in China Country situation Cheaper MID RANGE models from Motorola & others