CONFIDENTIAL

M. Romaan QamarMBA

SZABIST, ISLAMABAD

Presented by

Presentation Include

Why Nokia ?

History

Mission statement

Brand personality

Market Segmentation

Target Market

Positioning

4Ps

BCG Matrix

SWOT analysis

Nokia Corporation is a Finland based multinational company

Headquarter -- Keilaniemi, Espoo, city neighboring Finland's capital Helsinki.

CEO -- Olli-Pekka Kallasvuo

Chairman -- Jorma Ollila.

Founder -- Fredrik Idestam in 1865.

Nokia started as a pulp, rubber and cable manufacturer

“ Nokia is world third richest company ”

LOGOS…LOGOS…

NOKIA Company logo, 1966.

The NOKIA "arrows" logo before its Connecting People logo.

"Connecting People" slogan, invented by Ove Strandberg.

Present LogoPresent Logo

HISTORY OF NOKIA

It also provides the services for network operators.

Company recorded revenues of 41,121 Million € in 2007 about 20.3% increase from 2006.

Company offers its products in 150 countries. Its HQ is in

Espoo, Finland and employees about 68,500 people . Other

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

Financial…• Revenue €50.722 bn (2008)

• Operating income €4.966 bn (2008)

• Net income €3.988 bn (2008)

• Total assets €39.582 bn (2008)

• Total equity €16.510 bn (2008)

• Employees 120,827 in 120 countries (June 30, 2009)

Concept Phones…• Nokia is working on future of mobile

with their new concept Nokia "Scentsory".

• This new mobile device uses the sense of smell, sight, hearing, and touch to create a multiscensory environment for the caller.

• Scentsory would be able to detect smells as well as radiate colors, lighting, and temperature of the caller with Dual screens and hidden camera

Time

Sale

s or

Pr

ofits

Growth

Maturity

Decline

Introduction

Sales curve

The Concept Phones

Nokia E- series

Nokia Symbian & N- Series

Nokia 30 & 40 Series

Product life cycle of NOKIA

• Number of mobile subscribers in INDIA has crossed the 250 million mark.

• Mobile phone production in India was expected to grow from 51 million units to 110 million units by 2011.

• Handset Market Share

Nokia: 49.5% Sony: 10.1% Samsung: 12% Motorola: 9.9% Others: remaining

Marketing Strategies Nokia…• 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

Macro Enviroment of NOKIA

POLITICAL FACTOR:

ECONOMIC FACTOR:

SOCIAL FACTOR:

Nokia has been a member of the United Nations Global Compact since 2001

Nokia reported spending $5.4 million on lobbying in the U.S. in 2007 and $2 million on lobbying in 2008.

Nokia had to change its functions from single market to global market due to collapse of Russian Federation.

TECHNOLOGICAL FACTOR:

LEGAL FACTOR:

Patents right on technology

ENVIRONMENTAL FACTOR:

Environmentally ethical considerations amongst suppliers. Life cycle impact of NOKIA throughout the supply chain

Improvement or Changes in technology

Macro Enviroment of NOKIA

Segmentation Strategy Geographic:

o Nokia immediate geographic target is rural India.

o The total targeted population is estimated at 100 million.

Demographic:

o Male and female. o Ages 25-50, this is the segment that

makes up 80% of the Nokia mobile phone market

Consumer Segment

• Light Users

• Medium Users

• Heavy Users

BCG Matrix of NOKIA

Premium SeriesN-Series

Entry Level N-Gage

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

• 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.

Supply Chain Management

Channels:

Nokia > Distributer >> Whole seller >>> Retailer >>>> Customer

Discounts are provided to online Nokia purchasers through Nokia discount coupons or coupon codes

Commission is also provided to retailers on the sale of every Nokia cell phones and accessories.

Product Promotion…Advertising: Through TV, Sign boards, Bill

boards, Radio, Newspaper, Broachers, Posters, Dummies and display stands

• Public Relations ( PR )…

Nokia has strong PR. They keep on doing some or the other new events, programmes 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.

During 2007, 15,000 ton packaging material has been saved by using smaller packaging.

Nokia have reduced the amount of printed material inside the box,

In 2007 Nokia began to increase the level of recycled content

Packaging…

Packaging is important because it protects products as they make their way from factory to customers.

Attractive, Good & Secure Packing

THREATSChina Mobile made Copy Of

NOKIA Sets.

Looking mainly at the competition that are taking away Nokia’s market share.

Orange, Vodafone and O2 and many other operators are globally selling their own brands of phone.

Higher import charges.