Professional Documents
Culture Documents
Repositioning
Muzzammil Muhammad
Haider
Ali Rehan
Abdul Muqeet Saleem
Saad Ahmed Ansari
1998-2007
2007-2012
Perception of traditional mobile phones.
Negative brand image
Cannot keep up-to-date with the technology and consumer
trend
In 2002, Blackberry
In 2007, Apple
In 2010, Samsung
Target Market
Young and Tech-savvy is Nokias main Target Market.
New Opportunities-Facts
New Opportunities-Facts
People between the ages of 25 and 44 are the two most likely
group to own a smartphone.
New Opportunities-Facts
The highest smartphone penetration comes from the people
aged 25 to 34 which is 62%.
New Opportunities-Facts
61% of the Samsung users are men.
66% of the Apple IPhone users are men.
New Opportunities-Facts
A large segment of women is an opportunity for the Nokia
mobile phones.
72% of the women have greatest influence over purchase and
consumption in their family.
Most women in their age of 25-44 are either working, raising
their families or both.
family life.
They usually are the caregivers, who prioritize family members and rank themselves second
or last.
They are the individuals who wants to look good, feel good, and express personal style apart
from their hectic professional life.
They are multi-taskers and usually play multiple roles, such that wife, mother, secretary, etc.
Methodology
Exploratory research
Sample size = 50
Questionnaire
Questions
Brand Image
3C Model (Competitors)
3C Model (Capabilities)
Solid performance and durable products.
Sustainable technology
Ability to think outside-of-the-box.
Have strong partnerships.
Global distribution channel.
Globally well-known brand
Product diversity.
3C Model (customers)
Want a product that assist in their everyday life.
Effective time-management
Need work/life balance
Seek for the value and satisfaction from the product or service they
buy.
Look for the practical products, simple, convenience and easy to use.
Need more time to take care of their own personal lives.
Seek apparel or accessories that make them feel good.
Repositioning Statement
3 core words:
Assist
Simplify
Confident
Perceptual Mapping
Print Ad
Thanks
Any questions