G

ROUP

AHMED HASSAN

SALMAN SHAFI

MURTAZA SIDDIQUE

FARHAN AKBAR

SHAH BAGH TARIQ

FAIZ MOHAI-U-DIN

OUTLINE

HISTORY/ INTRODUCTION TO NOKIA VISION MISSION AND VALUES OF

NOKIA MARKETING MIX AREAS OF FOCUS SWOT ANALYSIS QUESTION ANSWER SESSION

Story of Nokia 1865: The birth of Nokia 1898: Finnish Rubber Works founded 1932: Finnish Cable Works founded 1960: First electronics department 1967: The merger 1981: The mobile era begins 1982: Nokia makes its first digital telephone switch 1991: GSM – a new mobile standard opens up 1992: Nokia’s first GSM handset 1994: Nokia Tune is launched 1997: Snake – a classic mobile game 1998: Nokia leads the world 1999: The Internet goes mobile 2003: Nokia launches the N-Gage 2005: The Nokia N-series is born 2006: The billionth Nokia phone is sold

Nokia todayDuring 140 years history Nokia has evolved from its origins in the paper

industry to become a world leader in mobile communications. Today, approximately 850 million people from virtually every demographic segment of the population use Nokia mobile devices for communications, business, entertainment, and as luxury items. Nokia also provides equipment, solutions, and services for network operators, service providers, and corporations.

STRONG COMPETITORS

NOKIA IS WORKING IN STRONGCOMPETITIVE MARKET………

NOKIA’S DEMAND 2007

SOURCE: NOKIA.COM\FORUM 2007

Sony-EricssonNOKIA Motorola Samsung LGE

Handset Market Share

Percent of Top 5 Profits

0%

10%

20%

30%

40%

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

-10%

0%

10%

20%

30%

40%

50%

60%

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

Nokia vs. others

© 2006 Nokia

Economic impact of Nokia 2005

Nokia’s overall financial performance in 2005 In 2005, Nokia’s net sales increased 16% to

EUR 34.2 billion, compared with 2004 While operating profit increased 7% to EUR

4.6 billion. volumes were up 28% in 2005 Nokia’s market share grew to 33% in 2005,

compared with 32% in 2004.

SOURCE: NOKIA.COM\investors

MANAGEMENT

Chairman:

Jorma Ollila

Vice Chairperson:Dame Marjorie

Scardino

Vision

NOKIA’S vision is a world where everyone can be connected

Everyone has a need to communicate and share. Nokia helps people to fulfill this need they help people feel close to what matters to them.

The communications industry continues to change and the internet is at the center of this transformation. Today, the internet is Nokia's quest.

Nokia's strategy relies on growing, transforming, and building the Nokia business to ensure its future success.

Mission Nokia believes that the market is being shaped by an

increased emphasis on data traffic. Mobile communication is converging in some areas with computing, digital imaging and the internet.

In the infrastructure industry, operators are expected to continue investing in equipment to support subscription growth and boost the speed of data transfers, while seeking to maximize the energy efficiency of their networks.

Values Technology is at the heart of

Nokia’s brand promise, very human technology.

NOKIA want HIS customers to know that Nokia is the best quality company in the industry.

NOKIA’S goal is to have the industry’s best products and services, most loyal customers and most efficient operational mode.

Business Groups

Nokia is organized into four business groups:-

Mobile PhonesMultimediaEnterprise SolutionsNetworks

18© 2006 Nokia

Customer and Market Operations

TechnologyPlatforms

Brand and designDeveloper supportResearch and venturingBusiness infrastructure

Nokia is organized for growth

Mobile Phones

Multimedia

Enterprise

Solutions

Networks

Corporate FunctionsCorporate Functions

Hori

zon

tal G

rou

ps

Business Groups

Policies

The basic principles of Nokia’s policies are:

1. Successful business requires a solid product life cycle- based on environmental performance.

2. The Nokia Way means an active, open, and ethically sound approach to its protection.

3. The objective of Nokia’s are sustainable development in accordance with the ICC Business Charter.

Marketing Mix

1) Product2) Price3) Place4) Promotion

THE FOUR BASIC PILLARS OF NOKIA MARKETING ARE

PRODUCTS

Products

1- NOKIA have been fully engaged for more than a decade in inclusive product design and development.

2-NOKIA include accessible features in all of your handsets.

3-Nokia devices were the first to include text-to-speech software providing blind customers with a means to access the many features and capabilities of Nokia handsets.

Nokia 1100 extension seriesThe new Nokia

1100 extension series fulfills all your basic mobile needs.

Nokia 2310 & 2610

Nokia 2310 & 2610 vibrant color display is sure to brighten your life in a positive way.

Nokia color & camera phone

Nokia color & camera phone are all embedded with fun java games and applications and come in various price ranges.

Nokia Business Class Phones

Nokia E-series serves business class as no other. It always keeps you on the move keeping you in touch with your business every minute

The prestigious Nokia N-series has come right up to the expectation of its customer and also has overcome strong market competition

Nokia N-gage Series

The Nokia N-Gage Series has revolutionized mobile gaming.

Pricing Strategy

“Nokia outlines strategy to reduce total cost of mobile phone ownership for consumers in new growth markets”

“NOKIA envision a mobile landscape where operators can profitably offer mobile services to consumers for as little as USD 5 per month. When the cost of mobile services becomes this affordable, NOKIA foresee the growth curve in growth markets accelerating sharply”

PlaceNOKIA IS A DOMINENT PLAYER IN ALL

MAJOR REGIONS OF THE WORLD FOR EXAMPLE: China Finland India Brazil China Finland Germany Great Britain Hungary India Mexico South Korea PAKISTAN UAE

Promotional Strategy

Push A “push” promotional strategy makes use of a

company's sales force and trade promotion activities to create consumer demand for a product.

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.

NOKIA IS USING BOTH STRATEGIES…….

PROMOTIONAL STRATEGY

NOKIA IS PROMOTING HIS PRODUCT USING MAINLY THESE TWO COMPANIES IN PAKISTAN……..

Electronic Media

NOKIA ADVERTISING HIMSELF ON ELECTRONIC MEDIA………

Print Media

NOKIA ALSO FOCUSED TO USE PRINT MEDIA……..

Promotional partner

THESE ARE THE INTERNATIONAL PROMOTIONAL PARTNERS FOR NOKIA ORGANISATION……………..

Sales

Dedicated sales forces:

Most of NOKIA’S business derives from sales to

operators, distributors, independent retailers and

enterprise customers.

Sales

Engaging emotions:

Since the early 1990s, NOKIA’S products have

largely defined in the minds of consumers.

Customers remains Top priority

Customer focus and consumer understanding must always drive our day-to-day business behavior. Nokia’s priority is to be the most preferred partner to operators, retailers and enterprises.

Nokia will continue to be a growing company, and we will expand to new markets and businesses. World leading productivity is critical for our future success. Our brand goal is for Nokia to become the brand most loved by our customers.

PORTFOLIO STRATEGY Create winning devices

Embrace consumer Internet services Deliver enterprise solutions Build scale in networks Expand professional services

There are three strategic assets that Nokia will invest in and prioritize:

Areas of focus

Asia Pacific

Europe

South America

Africa

North America

Nokia Brand Loyalty

where risk is high, expense high, time is tight, or the environment unfamiliar, Nokia’s brand loyalty is significant and valuable.

It is clear that Nokia’s brand loyalty is predicated upon the very level of differentiation that makes it stand out from its competitors like Sony-Ericsson and Motorola.

1-NOKIA IS BEST IN ITS MARKETING AS WELL AS IN ATTRACTING HIS CUSTOMERS

2-ITS FIRM BODY

3-STRONG SOFTWARE

4-BEST DESIGHN

WHY NOKIA IS BEST

SWOT ANALYSIS

Strengths NOKIA Is a dominant player in the smart phone market via

its majority ownership of Symbian. 36% market share still the largest cell phone vendor by far,

with double the market share of nearest competitorBrand position1-probably one of the top 20 brands in the world2-RED DOT design awards winner in 20073-Pocket Pc best software awards winner in 2006

Weaknesses1-THE N-GAGE is considered a flop being the market leader………

2- Increased role in SYMBIAN is giving NOKIA a bad image, much like as MICROSOFT in the pc industry…..

In last Nokia is very slow to adopt new ways of thinking, A good example are ‘Clam Shell’ phones which are not preferred by many customers…….

-Increase their presence in the CDMA market, which they are just entering, as well as 3G and Edge- New growth markets where cell phone adoption still has room to go, including India and other countries. - Leverage its infrastructure business to get preference and s atronger position with caerriers

ThreatsLate in the game in 3G creates a risk to be displaced by leaders like Motorola, LG, NEC and others.Asian OEMs are entering the market very aggressivelySonyEricsson’s pricing stratgy may damage Nokia repute in market

Thank you