CONFIDENTIAL

Presented by

Suraj Modi Swarup Mondal

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
NOKIA Company logo, 1966. The NOKIA "arrows" logo before its Connecting People logo.

"Connecting People" slogan, invented by Ove Strandberg.

Present Logo

NOKIA Accessories
Carrying and styling: carrying cases, phone jewellery Car solutions: car kits, car phones, mobile holders Headsets: audio adapters, bluetooth headsets, wired headsets. Memory cards and cables Music related products: speakers Navigation: navigation kits, car navigation Home and office: desk stands, wireless digital pens, wireless keyboards, mobile TV receivers Power: batteries, chargers, charger adapters

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

Joint Venture
Nokia Siemens Networks is a joint venture between Nokia and Siemens AG on 19 June 2006. Nokia Siemens Networks services division is based in INDIA Nokia Siemens Networks has operations in some 150 countries They merge their mobile and fixed-line phone network equipment businesses to create one of the world's largest network Both company has a 50% stake.

Acquisitions
Since December 1997, Nokia has acquired 37 companies or businesses On August 5, 2009, Nokia acquire Cellity, a mobile software company In September, 2008, Nokia acquired OZ Communications of Canada

Acquisitions
In July 10, 2008, Nokia bought Navteq, a U.S.based supplier for a price of $8.1 billion In September 2007, Nokia acquire Enpocket, a supplier of mobile advertising technology

Net Sales 2012

Nokia Mobile Phones net sales by region

Europe & Africa 46%

Americas 35%

Asia Pacific 18%

 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 2012.
Market Revenue Share 2012 Nokia: 33.8% Sony: 10.1% Samsung: 34.2% 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 Quality Aggressive Pricing

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

BCG Matrix of NOKIA

N-Series
Premium Series

Stars

Question Mark

Cash Cows
Entry Level

Dogs
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.

 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

Product Promotion
Advertising: Through TV, Sign boards, Bill boards,
Radio, Newspaper, Broachers, Posters.

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.

 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.

Packaging
Packaging is important because it protects products as they make their way from factory to customers. Attractive, Good & Secure Packing During 2012, 10,000 ton packaging material has been saved by using smaller packaging. Nokia have reduced the amount of printed material inside the box, In 2012 Nokia began to increase the level of recycled content

Branding
Nokia built its brand with high-end multimedia handsets for upscale buyers and low-priced phones for emerging countries. Branding Decisions :
Nokia follows Umbrella branding N Series & E Series Logo shows their brand personality Nokia focused on building customer, relationship and trust Building friendship and trust is the heart Nokia brand

Quality
Quality is at the heart of Nokias brand promise, very human technology. Nokias key quality targets are:
For Nokia to be number one in customer and consumer loyalty. For Nokia to be number one in product leadership. For Nokia to be number one in operational excellence.

Emerging Markets
1. Break out of cities to rural areas: Focus on areas, where the cost of building wireless infrastructure is more cost effective than in building a fixed line (India) 2. Focus on Youth: Imaging and games (India)

THREATS
China Mobile made Copy Of NOKIA Sets. Looking mainly at the competition that are taking away Nokias market share. Orange, Vodafone and O2 and many other operators are globally selling their own brands of phone. Higher import charges.

Production Unit :
Networks Technology
China Finland India

Mobile Devices and Enhancements

Brazil China Finland Great Britain Hungary India Mexico Romania South Korea