Professional Documents
Culture Documents
Presented by
DINESH BHATU RANDHIR BIHARE NEERAJ JODHANI PALLAVI GUJAR AMOL SAKHARE -1809 -1810 -18 18 -1816 -1837
Presentation Include
Why Nokia ?
History Mission statement Brand personality Market Segmentation
Target Market
Positioning 4Ps
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 cable manufacturer
LOGOS
NOKIA Company logo, 1966. The NOKIA "arrows" logo before its Connecting People logo.
Present Logo
HISTORY OF NOKIA
It also provides the services for network operators. Company offers its products in 150 countries. Its HQ is in
Financial
Revenue 42 bn (2010) Operating income 2 bn (2010) Net income 948 mn(2010)
Nokia products
Military communications and equipment
Message device system
ADSL modems Digital television (digital set-top boxes) Personal computers (1980)
Nokia products
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 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
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.
Americas 35%
Statistics
World's largest manufacturer of mobile phone since 1998 Market share -- 31% in Q4 2010
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: 52% Sony: 10.1% Samsung: 17.4% Motorola: 9.9% Others: remaining
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
Nokia uses a pricing strategy that best suits the product. Market Penetration- Nokia 1100.
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.
Product Promotion
Advertising: Through TV, Sign boards, Bill boards,
Radio, Newspaper, Broachers, Posters, Dummies and display stands 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.
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.
Packaging
Packaging is important because it protects products as they make their way from factory to customers. Attractive, Good & Secure Packing 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
Branding
Nokia built its brand with high-end multimedia handsets for upscale buyers and low-priced phones for emerging countries. 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
Quality
Quality is at the heart of Nokias brand promise, very human technology. 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.
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)
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
Brazil China Finland Great Britain Hungary India Mexico Romania South Korea