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Presented by
DINESH BHATU -1809
RANDHIR BIHARE -1810
NEERAJ JODHANI -18 18
PALLAVI GUJAR -1816AMOL SAKHARE -1837
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Presentation Include
Why Nokia ?
History
Mission statement
Brand personality
Market Segmentation
Target Market
Positioning
4Ps
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Nokia Corporation is a Finland based
multinational company
Headquarter -- Keilaniemi, Espoo, city neighboring Finland's capital Helsinki.
CEO -- Stephen Elop
Chairman -- Jorma Ollila.
Founder -- Fredrik Idestam in 1865.
Nokia started as a pulp, rubber and cablemanufacturer
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“ Nokia is world third richestcompany ”
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LOGOS…
NOKIA Company logo, 1966.
The NOKIA
"arrows" logobefore its
Connecting People
logo.
"Connecting
People" slogan,
invented by Ove
Strandberg.
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Present Logo
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HISTORY OF NOKIA
It also provides the services for network operators.
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
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Financial… • Revenue €42 bn (2010)
• Operating income €2 bn (2010)
• Net income €948 mn(2010)
• Total assets €39.12 bn (2010)
• Total equity €16.23 bn (2010)
• Employees 132000 in 120 countries (march30, 2010)
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Nokia products… • Military communications and
equipment – Message device system“
• ADSL modems
• Digital television – (digital set-topboxes)
• Personal computers (1980)
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• Mini laptops –
On August 24, 2009, Nokiaannounced that they will be enteringthe PC business with a high-end minilaptop called the Nokia Booklet 3G
• Internet Tablet
• GPS products Global Positioning System
Nokia products…
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NOKIA Accessories … • Carrying and styling: carrying cases,
phone jewellery• Car solutions: car kits, car phones, mobile
holders
• Headsets: audio adapters, bluetooth
headsets, wired headsets, loopsets• Memory cards and cables
• Music related products: speakers
• Navigation: navigation kits, car navigation
• Home and office: desk stands, imaging,wireless digital pens, wireless keyboards,mobile TV receivers
• Power: batteries, chargers, charger
adapters
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Concept Phones… • Nokia is working on future of mobile
with their new concept Nokia"Scentsory".
• This new mobile device uses thesense of smell, sight, hearing, and
touch to create a multiscensoryenvironment for the caller.
• Scentsory would be able to detectsmells as well as radiate colors,lighting, and temperature of the callerwith Dual screens and hiddencamera
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Joint Venture…
• Nokia Siemens Networks is a joint venture
between Nokia and Siemens AG on 19 June 2006.
• Nokia Siemens Networks services division isbased in INDIA
• Nokia Siemens Networks has operations insome 150 countries
• They merge their mobile and fixed-linephone network equipment businesses tocreate one of the world's largest network
• Both company has a 50% stake
• The companies predicted annual sales of €16 bn and cost savings of €1.5 bn a year by2010.
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Net Sales 2009Nokia Mobile Phones
net sales by region
Europe& Africa46%
Americas35%
Asia Pacific18%
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Statistics… • World's largest manufacturer of mobile
phone since 1998
• Market share -- 31% in Q4 2010
• Sales volume 329 million units in 2010
• employed 35,870 people in researchand development, representingapproximately 27% of the group's totalworkforce
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• Number of mobile subscribers in INDIA has crossed
the 250 million mark.
• Mobile phone production in India was expected togrow from 51 million units to 110 million units by 2011.
• Handset Market Share
Nokia: 52%
Sony: 10.1%
Samsung: 17.4%
Motorola: 9.9%
Others: remaining
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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
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Segmentation Strategy
Geographic:
o Nokia immediate geographic target is ruralIndia.
o The total targeted population is estimatedat 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
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Consumer Segment
• Light Users
• Medium Users• Heavy Users
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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.
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• Nokia has opened its retail outlet ‘Nokia
Priority’ as well as many authorized dealers
at various places.
Consumer
Manufacturer Dealer
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• 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.
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Supply Chain Management
Channels:Nokia > Distributer >> Whole seller
>>> Retailer >>>> Customer
P d t P ti
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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
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• Public Relations ( PR )…
Nokia has strong PR. They keep on doing some or the
other new events, programmes and publicity, so as tokeep up with the brilliant image of the company andalso 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 .
P k i
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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
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• 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
Branding…
Nokia built its brand with high-end multimediahandsets for upscale buyers and low-pricedphones for emerging countries.
Q lit
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• Nokia’s key quality targets are:
For Nokia to be number one in customerand consumer loyalty.
For Nokia to be number one in productleadership.
For Nokia to be number one in operational
excellence.
Quality…
Quality is at the heart of Nokia’s brand promise, very
human technology.
E i M k t
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Emerging Markets… • 1. Break out of cities to rural
areas: Focus on areas, where thecost of building wirelessinfrastructure is more cost effectivethan in building a fixed line(China/India)
• 2. Focus on Youth: Imaging andgames (China/India)
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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 sellingtheir own brands of phone.
Higher import charges.
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Production Unit : Networks
Technology
China
Finland
India
Mobile Devices and
Enhancements
Brazil
China
Finland Great Britain
Hungary
India
Mexico
Romania
South Korea
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