BRAND DOSSIER ON NOKIA

GROUP MEMBERS :AAYUSH JAISWAL

ABHINABA DASAMAN MORENIKITA GARG

AGENDA Overview of Nokia Market Segmentation Generic Competition Strategies Adopted Analysis of Hypothesis SWOT Analysis Future Prospects & Recommendations

Overview of Nokia

History of Nokia

Positioning and

Repositioning

• History of Nokia :

1963

•Nokia produced the first radio phone

1991

•World’s first GSM call by Nokia

1992

•Launched its first digital GSM phone (Nokia 1011)

1996

•Was leader in the field of telecommunication

1997

•The addictive game “snake” launched on Nokia 6110

Contd.

1998

•World leader in mobile phones

2005

•Nokia sold its billionth phone – Nokia 1100

2010

•Nokia started losing its control over the market

2011

•Nokia went in collaboration with Microsoft

2013

•Microsoft takes over Nokia

• Positioning and Repositioning :

• Nokia understands what people want in life, and how it can help.

• Nokia lends personality to its products, without even giving them specific names.

Positioning

• Affordable mobile phones with Web and other applications.

Repositioning

• Replacing Symbian OS with Windows 7.

• A £80 million global campaign of over 6 months.

Future Repositioni

ng

Market SegmentationDemographic

segment (Income)

High income group

Medium income group

Low income group

Psychographic segment (Lifestyle)

Connect customers

Achieve customers

Explore customers

Generic competitors

High End

Apple

Sony

Black-

berry

HTC

Low End

Micr-omax

Spice

LG

Dell

Strategies Adopted

Advertising Sales promotion Distribution channel Tackling competition

• Advertising Strategies:

Entry level phone user – “Made for India”

Rural India – “Aap ki jeevan ki Dore”

Young generation –“Ab jo hoga zoom karke dekha

jayega”

Business class – “It’s not just a phone,its who you

are”

• Sales promotion strategy: Reduction in price of handsets in Chinese New

Year.

Donating 4.5 % of the sales to charities.

Rebates, coupons & loyalty programs.

Launching of Windows phone.

• Distribution Strategy:Not investing in opening retail stores due to

recession hardships, rather than selling online.

Opening Concept stores (Nokia Priority) as one stop solution.

Opening outlets so that their sales get increased & they could bring in more profits.

Concepts of Multi-Brand dealers like Mobile Store, Hotspots, so that more number of people buy Nokia phones.

Individual retail stores are also there selling Nokia phones now.

DISTRIBUTION CHANNEL

WHOLESELLER

OWN STORES

RETAILERS

ONLINE INTERNET

STORES

• Tackling Competition:Stress on quality and brand.Problem of battery heating was solved.Design studios in Bangalore.700 priority dealers & 11,000 authorized

dealers.Focused on design, marketing and sales

promotion.Providing excellent after sales service

support.

HYPOTHESESNokia has better features than other brands

People will buy Nokia more if it has android platform

Nokia Lumia is a youth-centric phone

• HYPOTHESIS 1: Nokia has better features than other brands

Good battery life

Value for money

Looks Operating System

Camera Status Symbol Satisfaction Level

Service Center0

5

10

15

20

25

30

35

40

45

50

SELECT THE FOLLOWING ATTRIBUTES ON THE FOLLOWING PARAMETERS?

Samsung Blackberry Nokia HTC Apple Sony Micromax

Justification to Hypothesis 1 The survey which we had taken from the

respondents

clearly depicts that Nokia has some better

features compared to other brands. Out of

the given seven features , Nokia has been

rated as the best in the four features (Good

battery life, value for money, service centre,

satisfaction level) followed by Apple and Sony.

• HYPOTHESIS 2:People will buy Nokia more if it has android

platform.

26%

43%

9%

22%

If Nokia comes up with Android feature then what will you do?

Will switch overMay or may not switchWill not switch overNot bothered

Justification to hypothesis 2 We are inferring that 26 % of the respondents

are ready to switch over to Nokia with

android platform while 43 % might or might

not switch over . The remaining 31 %

respondents are not bothered or will not

switch over to Nokia with android platform.

Thus we can say that there are chances of

people switching over to Nokia when it comes

to Android platform.

• Hypothesis 3:Nokia Lumia is a youth-centric phone.

1 2 3 4 5 6 70

10203040

Rank the following handsets as closer to the title of "Youth - Generation"

brand?

Sony Xperia Z Samsung galaxy Nokia LumiaHTC one Blackberry Bold Iphone 5Micromax Canvas

Justification to hypothesis 3 We came to the conclusion from our survey

that Samsung Galaxy is the closest to the

youth-generation brand followed by I phone

5 at the second then Nokia Lumia at the third

followed by the rest of the brands. Thus we

can say that Nokia Lumia is among the top

three youth-generation brand which clearly

states that Nokia still has a good hold in

mobile phones.

STRENGTHUser friendly with many accessories.High resale value compared to the other phones.

WEAKNESSNon trendy operating system.Slow to adopt new ways of thinking.

OPPORTUNITIESHigh growth in Telecom industry.CDMA market.

THREATSInexpensive Asian brands.To maintain its position from its competitors

SWOT

FUTURE PROSPECTS & RECOMMENDATIONS

Needs to power up the brand strategy,

“Connecting People”

Needs the leadership to demonstrate that it

can turn the hard into the possible.

Nokia can be fashionable again.

Needs to inspire an authentic community .

Thank

You..