Presented By.

GROUP MEMBERS
 Pratik Mukane- About the Company
 Harshali- Strategies
 Maitreyee- Connecting with the audience
 Anushree- Communication challenges
 Rahul Unde- Perspective
 Apoorva Pagar- Result and Evaluation
About the Company
 Founded in Tampere, Finland in 1865.
 Mobile phone, multimedia computers, Network.
 Sites in 7 & Sales in more than 150 countries.
 In R & D presence in 16 countries.
 Key developer of GSM.
 Launched its 1st GSM phone 1011.
 Nokia tune was introduced in model no- 2100.
Nokia in India
 Set up 1st manufacturing facility.
 Three R&D centers in India.
 Second largest market for company globally.0
Some first of Nokia in India
 In 1995- First mobile phone call made in India on a Nokia
phone and network.
 In 1998- First Indian Ring tone in 5100 model.
 In 2003- First made for India phone (1100)

Achievement
 Ranked No. 1 Trusted brand surveyed by Brand Equity.-
Mr. Olli-Pekka Kallasuo President and CEO, Nokia corporation said-We are
humbled by the trust and faith, that our consumer have shown in Nokia,
becoming most prestigious achievement for us.
Mr. D. Shiva Kumar VP & MD of Nokia India said- “It is a very momentous
occasion for us to be number 1 most trusted brand in India”
 No.1 MNC in Country.
 No.1 Telecommunication equipment vendor
for five consecutive years.
 Ranked world’s 4th most valuable brand.
Nokia’s P.R. Agency - Ogilvy PR Group
 Ogilvy and Mather PR was founded in 1980.
 Started offices in London, India & Indonesia.
 It is also the fastest-growing major network.
 Operating in the Asia-Pacific Region.
 Ogilvy and Mather was subsequently renamed.
 In 2002 Marcia Sinversman named CEO.

Clients
 Mobiles:- Nokia, Motorola
 Computers:- Intel, IBM,
 Vehicles:- Ford, BMW, Rolls-Royce
STRATEGIES OF NOKIA
STRATEGIES OF NOKIA
According to Experts and Executives

 According to company executives and industry experts, Nokia's

strategy combined focusing on the mobile phone market,
establishing crucial distribution partnerships, making early
investments in manufacturing and brand-building, and
developing innovative product features -- such as mobile
phones that could double as flashlights

 D. Shivakumar, Nokia India's vice president and country

manager, believes that focus played a key role in the company's
growth in India. “Nokia was completely focused on mobile
phones; others had consumer electronics, home appliances, etc”
COMMUNICATION STRATEGIES
 ADVERTISEMENT:-
Nokia has well connected with audiences
through media like TV with different ads.
Ads of Nokia are very innovative & attractive
E.g.. Srk and Priyanka Chopra brand ambassadors of Nokia
Priyanka Chopra brand ambassador of Nokia supernova…Tagline
“It’s not just a phone it’s who we are
NEWS & PUBLICITY :-
 Launch of new cell phone is always on the news. This is because
Nokia does continuous research and development
 Nokia is regarded as one of the best company it has to maintain
certain standards for publicity
 Press Release :-
These documents provide a brief, yet thorough, description of an upcoming
activity, whether it is rush or a service project
E.g.. Press release on BL-C5 battery crisis
COMMUNICATION STRATEGIES
 INTERNET & WEBSITE:-
This one medium has helped transform the
whole business of public relations

SPECIAL EVENT :-
 Its is the act or news development.
 Special events is Nokia’s very important strategy whereby it
connects with audiences and gets publicity.
Eg 1) NOKIA meets kaminey contest 9th august 2009
2) NOKIA’S SEARCH FOR N BEGINS: HUNT FOR THE
NEW NSERIES FLAGSHIP, THE NOKIA N97 9th june 09(10
lucky winners get a lifetime opportunity to own the ultimate
converged device ‘N97’ even before it hits the stores!)
 Nokia
Connecting with the audience
Connecting with the audience
 Nokia connects with its customers via their Website,
Television and Print advertisements, Outdoor media,
Digital media, Merchandise, Movies etc.
 In an attempt to connect with the audience, Nokia has
cleverly used the tagline- “Nokia, Connecting people”
 Nokia has always focused on the utility and the numerous
features of all their phones to sell their products to the
masses.
 Nokia has patented durability and resistance as the chief
qualities of their products
 Nokia brought Shah Rukh Khan, on of the biggest
Bollywood actor and star on board as their Brand
Ambassador.
Connecting with the audience
 Nokia has always had consumer centric campaigns, which
tell the buyers how the phones can simplify their lives.
 Nokia's ad campaigns in the recent past have had more of a
global look and feel. This is because a product like N-
series, which targets the high-end segment, will have less
local touch due to its global appeal.
 Nokia recently revealed a new ad campaign which
promotes their devices over Apple's by criticizing Apple's
stance on locking their devices.
 Nokia in 2004 had launched its first  global worldwide
campaign with the slogan "1,001 reasons to have a Nokia
imaging phone".
Connecting with the audience
 In 2009, Nokia launched its “Take Back” initiative in Chennai,
thereby trying to project Nokia as a environmentally conscious
brand.
 Nokia India launched a set of new, stylish and swanky phones
style with icon Priyanka Chopra and a brand new line “It’s not
just a phone. It’s who we are”, to connect with the image
conscious youth.
 In December 2008, Nokia launched a campaign against piracy
and highly ridiculed China mobile handsets thus laying an
emphasis on originality.
 In short, with numerous handsets and models, Nokia has
always strived to cater to consumers from all income brackets.
COMMUNICATION
CHALLENGES
COMMUNICATION CHALLENGES
 One of the crisis faced by NOKIA is the crisis regarding the
BL-5C batteries.
 In mid-2007 Nokia encountered a problem with the
malfunctioning of its handsets due to faulty batteries which
might get overheated, especially the BL-5C batteries which
were used in most of Nokia's low-end models.
 On August 13, 2007, Nokia issued a warning over its BL-
5C batteries across the world, stating that these batteries
may get overheated while charging.
 Nokia also offered to replace the batteries free of cost to
the consumers.
COMMUNICATION CHALLENGES
 However, one of the priorities for Nokia was to handle this
crisis well so that its brand image do not suffer due to the
resultant confusion and panic among its consumers.

 To appease the growing fear among its customers, Nokia

through advertisements in various national newspapers
and TV networks, made it clear that for the safety of its
customers it had issued a product advisory for the BL-5C
batteries and not a total recall of the product.

 It is also important for the company to communicate

clearly and transparently with the publics
COMMUNICATION CHALLENGES
 The tag of NOKIA itself is CONNECTING PEOPLE.

 Some of the competitors of NOKIA are MOTOROLA,

SONY ERICSSON, SAMSUNG, LG, etc.

 The product is consumer friendly as it is much easier to

handle and learn compared to other brands.
PERSPECTIVE
PERSPECTIVE

 The Ogilvy and Mather public relation agency is

recognized at the international levels and have won many
awards and also honoured with three marketing halo
awards.

 Their strategies and the communication methods

generated awareness and consumers attention through
media and special events.
PERSPECTIVE
 The PR agency stimulated demand for their products and
helped the Nokia company in building a strong positive
image and to expand its business ventures in India as well as
around the globe.
 At the time of crisis, the PR agency gathered all leading
mobile operators in India as well as around the world , such
as Airtel and Hutch, to support Nokia`s efforts in facing the
crisis (BL-5C battery issue).

 The PR agency also succeeded in accomplishing and

restoring the image of the Nokia company and gaining back
consumers confidence on the brand out of the crisis.
RESULTS & EVALUATION
Results & Evaluation
 Nokia is one of the leading brands in the mobile
industry in the global market:
The word of parity has hit the mobile phone market just as many
other technology products. The products range from the simple to
the complex. Leapfrogging in sales between brands frequently
occurs based on design. But overall the market is predictable with
Nokia, Motorola and Ericsson fighting it out at the top.  

 Its TG being wide it still manages its catering very

well to all with big names on the list:
Nokia has succeeded where other big brands have so far failed,
chiefly by putting across the human face technology and
dominating the emotional high grounds.
Results & Evaluation
 Nokia brand personality:-
Nokia has a much detailed personality characteristic for its brand as
the focus is on consumer relationships, the Nokia personality is like a
trusted friend. Building friendship and trust is at the heart of the
Nokia brand.
 Nokia holds its brand value high and works on it:
Nokia now accounts for over half of the value of the Finland stock
market and has taken huge market share from its competitors.
According to one brand valuation study carried out in mid 2000 it
ranked eleventh on the world most valuable brand list. As pointed
out it has unseated Motorola. 
 Nokia also banks on a lot of campaigns to beat rivals:
When Nokia positioned its brand in the crowded mobile phone
market its message was clear “Only Nokia human technology
enables you to get more out of life.” This gives consumers a sense of
trust and consideration by the company as though to say that Nokia
understands what they want in life.
Source: Global Marketing Positions (Nokia-Vision)
 Thank you !
GROUP No :- 9