CONFIDENTIAL

Rajneesh Kumar Rohit Banthia Rahul Sharma

Rajendra Mishra Riya Verma
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

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)

Nokia Industries
Paper products
Tires (car and bicycle)
Footwear (including Wellington boots)
Communications cables
Consumer electronics such as televisions
Personal computers
Electricity generation machinery
Military technology and equipment
Robotics
Capacitors
Plastics
Aluminium
Chemicals

Nokia products
Military communications and
equipment
Message device system

ADSL modems

Digital television (digital set-top
boxes)

Personal computers (1980)

Mini laptops
On August 24, 2009, Nokia
announced that they will be entering
the PC business with a high-end mini
laptop called the Nokia Booklet 3G

Internet Tablet

GPS products Global Positioning
System
Nokia products
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

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
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
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
The companies predicted annual sales of
16 bn and cost savings of 1.5 bn a year by
2010.
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
In July 10, 2008, Nokia bought Navteq, a U.S.-
based supplier for a price of $8.1 billion
Acquisitions
In September 2007, Nokia
acquire Enpocket, a supplier of
mobile advertising technology

In July 2007, Nokia acquired
Twango
Net Sales 2009
Nokia Mobile Phones
net sales by region
Europe
& Africa
46%
Americas
35%
Asia Pacific
18%
Statistics
World's largest manufacturer of mobile
phone since 1998

Market share -- 38% in Q2 2009

Sales volume 210 million units in 2008
(total market volume 520 million units)

employed 39,350 people in research
and development, representing
approximately 31% of the group's total
workforce


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

Stars
Question
Mark
Cash
Cows
Dogs
BCG Matrix of NOKIA
Premium Series N-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.

Estimating cost Experience Curve
Theory :

P1
P2
P3
Price
/Cost
Time Period / Units Produced
Experience Curve
T1 T2
T
3

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

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 multimedia
handsets for upscale buyers and low-priced
phones for emerging countries.


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.

Quality
Quality is at the heart of Nokias brand promise, very
human technology.

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
(China/India)

2. Focus on Youth: Imaging and
games (China/India)

Lifecycle
Globally Nokias market is at maturity, where as in
India it is still in the Growth stage.

Globally Placed
Here
In India
Placed here
Rs.
Time
Product life cycle
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
I ndia
Mexico
Romania
South Korea