Introduction of the company

Nokia Corporation is a Finnish multinational communications and information technology corporation that is headquartered in Espoo, Finland. Its principal products are mobile telephones and portable IT devices. It also offers Internet services including applications, games, music, media and messaging, and free-of-charge digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia owns a company named Nokia Solutions and Networks, which provides telecommunications network equipment and services. As of 2012, Nokia employs 101,982 people across 120 countries, conducts sales in more than 150 countries, and reports annual revenues of around 30 billion. By the fourth quarter of 2012, it was the world's second-largest mobile phone maker in terms of unit sales (after Samsung), with a global market share of 18.0%. Now, Nokia only has a 3% market share in smartphones. They lost 40% of their revenue in mobile phones in Q2 2013. Nokia is a public limited-liability company listed on the Helsinki Stock Exchange and New York Stock Exchange. It is the world's 274th-largest company measured by 2013 revenues according to the Fortune Global 500. History of company Over the past 150 years, Nokia has evolved from a riverside paper mill in south-western Finland to a global telecommunications leader connecting over 1.3 billion people. During that time, theyve made rubber boots and car tyres. Theyve generated electricity. Theyve even manufactured TVs. Changing with the times, disrupting the status quo its what Nokia has always done. In 1865, mining engineer Fredrik Idestam sets up his first wood pulp mill at the Tammerkoski Rapids in south-western Finland. A few years later he opens a second mill on the banks of the Nokianvirta River, which inspires him to name his company Nokia Ab in 1871. It was manufacturing paper which was initially a communicating device. In 1898, Eduard Poln founds Finnish Rubber Works, which later becomes Nokias rubber business, making everything from galoshes to tyres. This company made rubber shoes which are still selling as nokia design. In 1912, Arvid Wickstrm sets up Finnish Cable Works, the foundation of Nokias cable and electronics business.
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By the 1960s, Finnish Cable Works already working closely with Nokia Ab and Finnish Rubber Works starts branching out into electronics. In 1962, it makes its first electronic device in-house: a pulse analyzer for use in nuclear power plants. Having been jointly owned since 1922, Nokia Ab, Finnish Cable Works and Finnish Rubber Works officially merge in 1967. The new Nokia Corporation has five businesses: rubber, cable, forestry, electronics and power generation. But as the 1980s come into view, its an entirely new industry that makes Nokia a household name around the world. By the late 1970s and early 1980s it seems everything from Tom Sellecks moustache to JR Ewings list of enemies is seriously big. And as the mobile communications revolution starts to gather momentum, the early handsets continue the trend. Nokia sets the ball rolling in 1979, creating radio telephone company Mobira Oy as a joint venture with leading Finnish TV maker Salora. 1981 then sees the launch of the Nordic Mobile Telephone (NMT) service, the worlds first international cellular network and the first to allow international roaming. In 1984, Nokia launches the Mobira Talkman portable car phone. Resembling a military field telephone, its a fairly cumbersome piece of kit but its a start. In 1987, GSM (Global System for Mobile communications) is adopted as the European standard for digital mobile technology. With its high-quality voice calls, international roaming and support for text messages, GSM ignites a global mobile revolution. As a key player in developing this new technology, Nokia is able to take full advantage. On July 1, 1991, Finnish Prime Minister Harri Holkeri makes the worlds first GSM call, using Nokia equipment. And in 1992, Nokia launches its first digital handheld GSM phone, the Nokia 1011. In 1994, Nokia launches the 2100 series, the first phones to feature the Nokia Tune ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the 19th century, it is probably one of the most frequently played pieces of music in the world. The Nokia 2100 series goes on to sell 20 million phones worldwide. Nokias target had been 400,000. 1994 also sees the worlds first satellite call, made using a Nokia GSM handset. By 1998, Nokia is the world leader in mobile phones. The strategic decision to focus on telecommunications, plus early investment in GSM, has paid off. Between 1996 and 2001, Nokias turnover increases almost fivefold from EUR 6.5 billion to EUR 31 billion. And with the
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new millennium comes a host of new possibilities as the internet goes mobile. As the new millennium dawns, everything changes. New technology enables the internet to go mobile, opening up a world of possibilities for mobile users. No longer are phones just for phone calls. In 2005, Nokia sells its billionth phone a Nokia 1100 in Nigeria, and global mobile phone subscriptions pass 2 billion. Two years later, Nokia is recognized as the 5th most valued brand in the world. Things have come a long way since Fredrik Idestam opened his paper mill. For years, Nokia has been working to make its business practices and products as environmentally and socially responsible as possible from creating eco friendly handsets and establishing phone recycling schemes to bringing the benefits of mobility to emerging markets. This commitment to sustainability is recognised in a number of prestigious rankings. For example, in 2009 and 2010, the Dow Jones Indexes ranks Nokia as the worlds most sustainable technology company. In contrast, Nokias position in the mobile market faces its toughest challenge to date as competition intensifies in the burgeoning smartphone segment. Once again, the companys ability to adapt is put to the test. By 2010, having dominated the mobile world for over a decade, Nokia no longer has things all its own way. In the all-important smartphone market, competitors such as the iPhone and Android-based devices now pose a serious challenge. Clearly, its time for a rethink In September 2010, Nokia appoints Stephen Elop as President and CEO. Formerly head of Microsofts business division, following roles at Juniper Networks and Adobe Systems Inc., Elop has a strong software background and proven record in change management. Nokia launches its first Nokia with Windows Phones, the Nokia Lumia 800 and the Nokia Lumia 710, in October 2011. Fast-forward to 2013 and Nokia has a full portfolio of great Windows Phone 8 smartphones, from the Lumia 520 through the flagship Lumia 920.

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Ownership and Management Nokia Corporation is a public company and is listed in New york stock exchange and also on Helsinki Stock Exchange, thus the ownership of the company is distributed amongst its share holders. Nokia has a well qualified team called Nokia Leadership team, comprising its board of directors and its executive body. The team is as shown below: Chairman Timo Ihamuotila Chief Financial Officer and Interim President of Nokia Corporation. Nokia Leadership Team member since 2007 and Chairman since 2013. With Nokia 1993-1996, rejoined 1999.

Marko Ahtisaari Executive Vice President, Design. Nokia Leadership Team member since February 1, 2012. With Nokia 2002-2006, rejoined 2009.

Stephen Elop Executive Vice President, Devices & Services. Nokia Leadership Team Chairman 2010-2013, member since 2013. Joined Nokia 2010. Stephen Elop joined Nokia as President and Chief Executive Officer as of September 21, 2010. On September 3, 2013 Stephen stepped aside as President and CEO as a result of the proposed transaction to sell substantially all Nokias Devices & Services business to Microsoft
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Michael Halbherr

Jo Harlow

Louise Pentland

Chris Weber

Executive Vice President, Location & Commerce.

Executive Vice President, Smart Devices. Nokia Leadership Team member since 2011. Joined Nokia 2003.

Executive Vice President, Chief Legal Officer. Nokia Leadership Team member since 2011. Joined Nokia 1998.

Executive Vice President, Sales and Marketing. Nokia Leadership Team member since July 1, 2012. Joined Nokia 2011.

Juha Putkiranta

Henry Tirri

Timo Toikkanen

Juha krs

Executive Vice President, Operations. Nokia Leadership Team member since July 1, 2012. Joined Nokia 1997.

Executive Vice President, Chief Technology Officer. Nokia Leadership Team member since 2011. Joined Nokia 2004.

Executive Vice President, Mobile Phones. Nokia Leadership Team member since July 1, 2012. Joined Nokia 1995.

Executive Vice President, Human Resources. Nokia Leadership Team member since 2010. Joined Nokia 1993.

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Product Related attributes In this particular project the Lumia series of Nokia smartphones are considered for evaluating the brand image in customers view. The major product attributes related to this series of phones are listed below: Ruggedness of body Gorilla screen Stylish Eye catchy Design Cool youth full colors Wireless charging pad Low light image capture Nokia Pro Camera (41 megapixel camera) PureView technology Optical Image Stabilization Amazing high-resolution zoom. Zoom after capture Auto adjusting focus High shutter speed White balance HD Video recording Vyclone Powered by Windows Phone 8

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Brand Portfolio Products Brands Smart Phones Lumia 1020 Lumia 625 Lumia 925 Lumia 520 Lumia 620 Lumia 720 Lumia 820 Lumia 920 Lumia 510 Lumia 610 Asha 310 Asha 300 Asha 305 Asha 308 Asha 309 Asha 311 Feature Phones Dual Sim Accessories

Nokia Lumia

N/A

N/A

Shell Grip Wireless Charging Cover Silicon Cover

Nokia Asha

Asha 303 Asha 202 Asha 302 Asha 201 Asha 300 Asha 200 106 301 105 109 114 808 112 500 110 100 101 C2-02 C2-03 C2-06 C2-01 X2-00 X2-02 X3-02 X7-00

Aha 205 Dual SIM Asha 501 Dual SIM Asha 210 Dual SIM

N/A

Nokia 100 Series

N/A

108 Dual Sim 107 Dual Sim 208 Dual Sim 206 Dual Sim

N/A

Nokia C2 Series

N/A

N/A

N/A

Nokia X series

N/A

N/A

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Nokia Coloud

N/A

N/A

N/A

Colaud Boom Colaud Pop Colaud Knock Purity Pro Purity stereo BH 221 BH 112 BH 310 BH 110 BH 108 BH 503 BH 111 BH 105 BH 220 BH 905i BH 505 BH 118 BH 219 BH 217 BH 109

Nokia Purity

N/A

N/A

N/A

Nokia Bluetooth Stereo

N/A

N/A

N/A

From the above brand portfolio and making of brand product matrix, we came to know that the company has 73 offering in different segments of phones. All these 73 points are source of brand equity for the company and can help in building up the brand. Communication Strategy Nokia had become a familiar name in many household across the globe. The company enjoyed number one position in terms of market share for a long period of time which has made Nokia a known brand to many and many have attached themselves in some or the other way with the brand. The connecting people campaign was a massive hit and from the companys point of view as it attracted high number of sale and also help in building Nokia as a brand. Company always focused on creating their ad campaign using the usual emotional connect with the people and being pioneer in the telecommunication industry it has always showcased the positivity and innovation undertaken by the company to deliver best quality product. Company initially used
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Brand Audit of Nokia Lumia

broadcast media and print media for floating its ad, but in recent years digital marketing has also been included as a major part of their communication strategy. Nokia also used Shahrukh Khan as their brand endorser which helped the brand to create good association with endorser reflecting the industry leader image of the brand.

Nokia recently was sold out to Microsoft and Microsoft has wasted no time in marketing its acquisition of Nokia, taking out a full-page print ad to highlight its enlarged product portfolio. The ad uses the headline The Microsoft family will be getting bigger. And smarter. To welcome the Nokia division and specifically its range of smartphones. It includes a picture of Nokias Lumia 520 devices in a number of colours. The ad hints at changes that could come when the deal closes, which is expected in the first quarter of 2014. While Microsoft acquired the Lumia and Asha brand names and the use of the Nokia brand on current products and feature phone under a 10-year agreement, this didnt stretch to smartphones. Microsoft after acquiring Nokia is planning to position its marketing push around the Lumia 1020s ability to cut down the need for consumers to carry multiple devices around with them . The campaign, which is currently being co-created with Microsofts marketing department and
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lead agency Crispin Porter + Bogusky, will feature heavily across digital, digital outdoor and experiential to showcase the cameras photo-taking ability and will feature fun and cheeky creative focused around the strapline zoom reinvented Nokia also is sponsoring many sporting events like it is one of the main sponsors for Kolkata Knight Riders team of the IPL. It is trying to associate the brand with the level that Shahrukh Khan, the franchisee owner for the team has created. Like Shahrukh in Bollywood, Nokia tries to be the ultimate name in the mobile industry. Even in his recent hit film Chennai Express the new Lumia series was promoted, which made the association of brand with audience and helped in increasing the overall brand equity.

Nokia has recently been through many hard phases but now it stands firm with its new and innovative marketing strategy. Nokias marketing budget is considerably smaller than that of Apple and Samsungs but marketing head says his team employs an if you cant outspend, outsmart mantra, which is helping it achieve cut-through. Thus with all new team, idea and back up support Nokia is ready to revitalize its image through ads and promotions. Pricing Strategy Nokia has always used market skimming prices at time of launch of its new product for many years. But in recent time, due to heavy loss in its market share company focused on reviewing its pricing strategy for its new offerings i.e. Lumia series to regain the lost market share and to increase the sales of product.
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Nokia seems to trying hard to make sure that its latest flagship smartphone Lumia 920 is able to make a mark. Nokia will be selling Lumia 920 in US for $450 without any contract. This price is $100 less than Samsung's flagship device Samsung Galaxy S III and $200 less than Apple's iPhone 5. It's no secret that Nokia is banking on its Window Phone 8 strategy to make a comeback in the smartphone segment and the company is leaving no stones unturned to make sure that Nokia Lumia 920 and Lumia 820 are a success. Nokia has already announced that its flagship Nokia Lumia 920 will be available in India but has not shared the pricing of the same. After seeing the aggressive pricing strategy being adopted by the Finnish handset maker in US, one can hope that Nokia may try to adopt the same tactic in India too. While it's always tricky translating prices from one market to the other, the $450 price tag also offers hope for those waiting for the Lumia 920 in other markets like India. Adding duties and other charges to $450 (approximately Rs. 24,750), the phone was expected to be priced between Rs. 30,000 and Rs. 35,000, which would make the Nokia Lumia 920 an attractive buy at the price, but after the success of Lumia series in US market Nokia again used skimming strategy in Indian market launching Lumia 920 at Rs 42,000. Distribution Strategy Nokia has a strong distribution channel throughout the country with its presence in many small and big retail outlets and chain. Nokia being old brand have its many distribution partners from very long time. Nokia also has its own retail outlet by the name of Nokia Priority stores which provides all Nokia offerings under a common roof. Even the service centers are owned by the Nokia which gives the company benefits on product delivery. Company also has strong online sales channel which helps customers to buy product with convenience. Nokia has partnered with many other companies for distributing its product throughout the country. For example during the time of its launch, Nokia Lumia was partnered with Vodafone service provider and phone was given at a discounted rate under service contract which increased a distribution channel for the company. Also Company has tied up with many multi brand electronic retail stores for distributing its products like Croma, Next, Reliance digital etc. make its feel presence over 30000 outlets in about 2000 cities. (www.ibef.org)
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Brand Exploratory
Customer Knowledge Nokia as a brand is established from many years and had catered to customers of many age groups and over this period of time, customers have developed attachment with the brand and gives positive value to the brand. The customers over long time have developed these knowledge for the brand: Durable Product Pioneer and Innovator Stylish Design Youthful color User Friendly Product for all segments Ease of use Eco friendly product Long battery life Emotionally connected Product to suit customers need

Sources of Brand Equity Nokia has been considered to be one the top global brands for ages now. It derives its brand equity mainly due to the different ways it tries to connects its customers emotionally and rationally. The very first thing that draws ones attention while seeing a Nokia phone is the image it has built down the age. Nokia is best known to be innovators in this telecom fields, bringing newer and newer models in the market and creating a craving among the fellow customers to buy more and more of its phones. Moreover, Nokia as a brand is successful in almost all its products it has in the market. So it is established with the image of being a successful brand. Nokia on the other hand also urges its customers to recycle their old phones and as a result, the company also plants

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a new tree for each phone recycled. So it has also built up an image of being an eco-friendly object. The image of the brand is one of the most important drivers of brand equity. The very first feeling we associate with Nokia is the design of the phones and the ease with which we can access these devices. Nokia comes with one of the advanced technological designs and at the same time, the complex device could be accessed with ease as the interface is always a very user-friendly one. It tries to appeal the customers to be involved in a complex technology but with ease. Nokia has a distinct personality of its own. The slogans 'connecting people'

emphasize human side of technology, thereby resulting in brand personality of trusted friend. It also stands for reliability and quality. The ads also played prominent role in contributing to the distinct personality. Even the image displayed below adds up to the brand equity for Nokia Lumia as a brand.

Another prominent area where Nokia is drawing brand equity is the fact that it caters all the different societies of people ranging from the new entry level phone users to the business and sophisticated users. The sophisticated and business level users are even ready to pay a premium price to use Nokia products. These show the brand equity that Nokia has created in the market. The major source of brand equity is derived from the brand awareness it has, which it has developed over long time period. The major factors which contributes towards building brand equity are its brand elements. The logo, tag line, image etc adds up to the awareness level of the customers

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Consumer Based Brand Equity Model

RESONANCE

JUDGEMENT

FEELINGS

PERFORMANCE

IMAGARY

SALIENCE
CBBE FOR NOKIA BRAND Salience The salience of any brand deals with the depth and breadth awareness of brand in one or many segments. Nokia, which is a well established brand and working for a long period of time has a high level of brand awareness among the market. Nokia provides wide variety of products into different segments which caters to large number of consumer again widening its reach to people and also the level of awareness increases with this. With such high level of offerings Brand would be considered in consideration set as well as consumption set in wide variety expanding its reach. People generally tend to relate Ruggedness and robustness with the brand Nokia which adds up to the recall and recognition of the brand. Talking about Nokia Lumia series which is newer offering of Nokia, has completely new and youthful approach towards its offering, again leading
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to add up to the brand awareness into this section as well. Innovation and developers image of Nokia is currently helps in building awareness in people Performance Nokia has always known for delivering high quality products to all its customers. The main feature on which Nokia brand is built on is innovation, design, High quality, durability and reliability which also help in increasing the trust of customers on the brand and also increases brand equity for the Brand. With Nokia Lumia series Nokia tries to showcase its new trendy designs, young colors and new software powering it for newer capabilities thus this series helps in converting the consideration set to purchase decisions. Imagery Nokia has a strong brand history, having been established for more than 40 years. The brand has its presence in major countries and varied offerings which makes Nokia a truly international brand. Nokia has enjoyed market leadership of mobile phone networks for a long period of time which again gives a kind of pride to its customers. The consistent use of the brand logo and its signature holding hands since its introduction creates a sense of timelessness and peoples connection with the brand. Nokia pitches itself as a brand for the Everyman who enjoys connecting with people making brand a user interactive and caring. The Lumia series exudes a young, trendy, and innovative image, as a reflection of todays youth. Judgment Brand Quality-Nokia has always been known for its high quality delivery, in terms of products, usage and performance. Nokia brand has become synonym for durability and ruggedness in mobile phone segment and also has highest battery life among all its competitors which adds on to its quality delivery. Lumia series being highly innovative provides professional photography experience and high camera resolution which is the pioneer technology by any company till date. Lumia is tied up with windows for its software support which is again a quality provider name in industry. Brand Credibility- In recent years Nokia Lumia has backed majorly all awards in the smartphone category in many countries, to name a few they are The Top Smartphone of 2012,
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V3, UK, The Best Mobile Phone of 2012, Readers Choice Award, Gizmodo, Australia, iF Award for Outstanding Design, International Forum Design, Germany, Mobil Award for Best Smartphone Design, Mobile Magazine, Denmark, Best Smartphones of 2012, The Next Web, USA, Top Score Award, Mobil, Sweden, Best AT&T Smartphones of 2012, BGR, USA, Top Smartphone of the Year, Mybroadband, South Africa. Lumia has been most innovative and awarded phone of recent years which adds up to the credibility of the brand Brand Consideration- Nokia has its presence in almost all mobile phone segments starting from a very low end Nokia 100 to highly innovative and product of the year phone Lumia 1020 which means Nokia has a huge basket of offerings for all segments making it presence in all category consideration set. Brand Superiority- Nokia brand has superiority in terms of its innovation and quality products it delivers to its customers. Lumia series has been a highly innovative product giving competition to many leading smartphones company which correctly depict the superiority of the brand in many aspects. Feelings Nokia brand has a feeling of trust and connection with the consumers. Nokia has always believed in delivering high quality products to its customers making them feel pride in association with the brand. Lumia again having all the qualities of its umbrella brand adds on newness to the company by being young and vivid. Consumer feels satisfied by using latest technology as well as a feeling of superiority holding the innovative product in hand. Resonance Behavioral Loyalty- New research from YouGov shows Nokia has made great strides in restoring its reputation among its consumers. YouGov's smartphone tracker (SMIX) shows that the Finnish brand substantially improved its levels of customer advocacy and loyalty at the end of last year. Between September and December 2012 the number of Nokia customers that would recommend it rose by 13% to 45%. In the same period, its detractors fell from 37% to 33%. The launch of the Lumia on Windows Phone 7 and 8 in the run up to Christmas helped the Finnish brand see the biggest improvement in customer loyalty among handset manufacturers.
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Between September and December 2012, the manufacturer saw a 12% improvement in the number of customers saying they'd get a Nokia next time (up from 30% in September 2012 to 42% in December 2012). Thus loyalty for Nokia Brand is improving day by day. Attitudinal Attachment- Nokia brand has been in market for many years which has made people relate to it for many years and there has been a positive reinforcement of brand in minds of people. For example ruggedness in phones is always connected with Nokia brands which is a factor for recall and recognition of the brand Sense of Continuity and Active engagement- Nokia from its tag line Connecting people coveys that it works for bringing people together. The brand not only connects people, but also connects people with the brand and engages people in a large way. For example Brand provides sponsorship to cricket team during IPL matches which again brings people together using a common platform. Threats to Nokia Brand Loss of market share to Brands like Samsung & iphone High level of awareness but low in consumption Low Brand Loyalty Customer preference for software is Android base which Nokia do not use Non consistent top management Old image Late entry in smartphones segment Newer small companies like Micromax and Lava are hampering Nokias growth

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Recommendation
Nokia should try to make its communication campaigns more attractive as recent advertisements made by Nokia are not much appealing to its target market. Thus company should try to increase its advertising budget and improve on campaign. Company has lost a large time in penetrating the smartphones market which made it difficult for the company to get its share, which made it difficult for Nokia to sustain the market so it should now not lose any time and make an aggressive move to get its share Nokia has avoided adaptability with market demand, thus now it should try and adapt the customers need and then inculcate that in its product offering Due to major loss in the market share the brand equity for Nokia has came down to a large extent, thus there is an urgent need for the company to revitalize its brand image using heavy advertising and improvement in products In recent time the acquisition of Nokia by Microsoft created a large havoc in the market, Nokia should this event to build up their brand by leveraging the existing brand image of Microsoft rather than diluting its Brand Lumia Series being highly innovative product, still the penetration in market is very low. Thus company should try to make efforts to completely penetrate in this market with much more market share After losing the market share also company in many segments are using market skimming strategy for its pricing, which may give negative impact on sales of the product thus company should try to work on its pricing strategy to gain maximum benefits from the market Brand awareness is very high being an old company but brand knowledge is very low among its target customers, thus company should try to educate its target audience regarding the positivity of brand and product For Nokia the target audience is very much confuse that is no proper targeting and segmenting is done which many a times lead to negative impact for the brand, thus company should try to have a defined STP for proper response from the customers
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The company faces competition from wide variety of companies, varying from high end companies like Apple, Samsung, HTC etc and also from local companies like Micromax, Lava and Karbon. Thus Nokia should try to position itself in such a way that competition from both the segments of companies are overcome Nokia brand was built on customers relation with the brand, the connecting people tagline helped company to build up its brand in its early days. Company should try to leverage that image again with the new thoughts and ideas to revitalize its brand

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References
http://www.nokia.com/global/ http://www.marketingweek.co.uk/brands/microsoft/microsoft-trumpets-bigger-smarterproduct-portfolio-after-nokia-deal/4007962.article http://www.marketingweek.co.uk/news/nokia-hopes-lumia-1020-campaign-will-make-itfamous-again/4007370.article http://www.marketingweek.co.uk/in-depth-digital/dropping-the-nokia-brand-name-will-berisky/4007801.article http://www.marketingweek.co.uk/brands/nokia/ http://gadgets.ndtv.com/mobiles/news/nokia-gets-aggressive-with-sans-contract-lumia-920pricing-290200 http://www.fiercewireless.com/story/nokia-launch-major-new-challenger-marketingstrategy/2013-07-05 http://www.researchgate.net/publication/236650815_Brand_Audit_of_Nokia_in_Indian_Conte xt http://prezi.com/dgnumcl7jy5z/nokia-brand-evaluation/ http://conversations.nokia.com/2012/12/31/12-awards-the-nokia-lumia-920-won-in-2012/

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