SWOT ANALYSIS, COMPETITIVE STANDING AND BRAND POSITIONING OF NOKIA BASED ON ATTITUDINAL SURVEY DATA BY MOONWALKERS

CONTENTS
Company profile Nokia in India SWOT analysis World market share of Nokia in India Methodology Questionnaire Findings Summary

Competitive standing and brand positioning of Nokia base

COMPANY PROFILE
A Finnish company. 1,23,000 employees in 120 countries. Sales in over 150 countries. Global annual revenue $ 2 billion as of 2009. World market share of 36.60%. R&D facilities in 16 countries. 16 manufacturing facilities all over the globe. Brand value - $ 34.9 billion as of 2009. Fortune global 500 companies 85th. Fortunes worlds most admired companies 41st.

NOKIA IN INDIA
Started its India operations in 1995. Presently operates out of offices in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Pune and Ahmedabad. R&D facilities in Bangalore and Mumbai. A manufacturing plant in Chennai. A Design Studio in Bangalore.. Over 15000 employees in March 2009. Today, India holds the distinction of being the second largest market for the company globally. Over 1,30,000 outlets all over India.

SWOT ANALYSIS
STRENGTHS WEAKNESSES

Brand ambassador - Shah Rukh Khan. Nokias link with Kolkata Knightriders. Long battery life and backup. Great designs. Multi tasking in mobiles of higher price range like N-series, Eseries, etc. Great after-sales service.

Mobile gets hanged and becomes slow when the memory card is almost full. Nokia advertisements not concerned about low range mobiles. Not concern about the lower class of the society. Camera quality not good of mobiles other than N-series. High competition from Samsung, LG, Maxx, Micromax, etc. Other companies introducing new features consistently at low price.

OPPORTUNITIES

High THREATS price.

Increase their presence in the 3G and EDGE market. Capturing the rural areas by emphasizing more on low range mobiles. Introducing features at low price.

WORLD MARKET SHARE

COMPETITIVE STANDING & BRAND POSITIONING

Competitive Standing: Competitive Standing is all about where a particular company stands compared to other companies with respect to different parameters

Brand Positioning: Brand positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

METHODOLOGY
Preparing a questionnaire based on attitudinal survey data. Commencing the survey. Tabular and graphical representation of the raw data. Findings and analysis.

QUESTIONNAIRE
The questions asked are: How many mobiles do you have? Which mobile brand(s) do you have? If you have more than 1 brand, then which brand do you use the most? What persuaded you to buy this mobile? What do you like the best about this mobile? How long do you have this mobile? Did you find any problem(s) with the mobile during the above mentioned duration? What problem(s) did you face? How was the after-sales service?

FINDINGS 1
Sample size = 136 Mobile brands most used: Nokia = 55 (40%) Samsung = 17 (13%) LG = 12 (9%) Motorola = 13 (10%) Sony Ericsson = 18 (13%) Others = 21 (15%)

FINDINGS 2
Persuasion Parameters

FINDINGS 3
Mobile Liking Parameters

FINDINGS 4
Duration of Mobile Any Problems

FINDINGS 5

Problems

After Sales Service

SUMMARY
From the above data we can generally see that Nokia is ahead of its competitors in almost all the categories. Even, if there are problems, they are solved with a lot of satisfaction from the customers. As a result, Nokias competitive standing is pretty high. Regarding the brand positioning of Nokia, the image that they have created in the minds of the people for years will not be easily blurred whatever the condition of the market be. Since years they have used extensive promotional/publicity materials to build up a very good image of the company in the minds of the people. It will take a lot of work on part of its competitors to change this image. Through the survey itself we saw that most of the people prefer Nokia than any other brand.

This proves that the brand positioning of Nokia is very high compared to its competitors.

MOONWALKERS
Ayan Mukherjee (13) Debarun Roy (23) Manjir Sarkar (40) Md. Mahfooz Sahar (41) Pritam Ghosh Roy (50) Priyanka Paul (52) Raunak Sharma (57) Saikat Chakladar (63) Shivam Srivastava (71) Swaran Ranjit Kumar Chakraborty (88)