University of Dhaka

Course- Product & brand management (411)

Group name Brainstormers

Group members: Tahsib Ahmed Md.Roman-Al-Mamon Shuvashish Dey Mousumi Paul Shiuly Akh e! Sayma Sha!men 08 60 102 114 128 144

Date of Submission:- 7th march, 2013

A. Make a summary of the success factor of N !"#$

There are four key major factors for Nokias success, Timing, Focusing, Branding and Cost efficiency Nokia's timing !as "erfect as #$% techno&ogy "ro&iferated in 'uro"e and soon in (sia and (merica )t had in*ested "&enty of resources in the s"ecification !ork and !as a+&e to fi&e *a&ua+&e "atents on #$% techno&ogy The timing !as "erfect a&so !hen Nokia decided to in*est in emerging markets Nokia has focused on te&ecommunications ,nce the +aggage from the "ast had +een di*ested, it !as easier to focus on a sing&e gro!th industrymo+i&e te&ecommunications The focus is on&y getting shar"er )n 2007, Nokia detached its net!ork e.ui"ment +usiness into a joint *enture !ith $iemens (nssi /anjoki created Nokia's brand strategy in the ear&y 1000s 1nti& then, Nokia had marketed mo+i&e "hones +randed as %o+ira, Techno"hone, or Tandy, among others $ince those days Nokia has +een ranked the most trusted and recogni2ed +rand in many sur*eys in 'uro"e and (sia Nokia a&so disco*ered a ne! core com"etence 3 Cost-efficiency No!, Nokia is !ide&y regarded the com"any that can make "roducts at the &o!est cost in the industry '*en in the midst of the g&o+a& financia& crisis, Nokia is staying "rofita+&e and com"etiti*e +y cutting costs, kee"ing its focus on mo+i&e communications, in*esting in marketing and accurate&y timing its entries to ne! markets
B.

How NOKIA position market as a leader?

itself

in

the

Answer- Nokia, one of the &eading mo+i&e "hone +rands in the !or&d,
gradua&&y "ositioning itse&f in the market as a &eader This "osition +ui&ding as a &eader is not a "rom"t success for N,4)( 5ather, Nokia has to do a &ot of inno*ation, consumer research, market ana&ysis and many other things to esta+&ish its +rand as a to" f&ight +rand in the market $ometimes on&y the "roduct features cannot make a +rand successfu& in the market +ut there are some other to"ics !hich are *ery much direct&y

concerned !ith the +rand "ositioning other than features of the "roduct For that reason, Nokia has succeeded in &ending "ersona&ity to its "roducts, !ithout e*en gi*ing those names )n other !ords, it has not created any su+6 +rands +ut has concentrated on the cor"orate +rand, gi*ing indi*idua& "roducts a generic +rand "ersona&ity ,n&y numeric descri"tors are used for the "roducts, !hich do not e*en a""ear on the "roduct $uch is the strength of the cor"orate +rand Nokia has succeeded !here other +ig +rand names ha*e so far fai&ed, chief&y +y "utting across the human face techno&ogy6 taking and dominating the emotiona& high ground The Nokia Brand 7ersona&ity can +e an im"ortant item !hich is re&ated to the +rand "ositioning )t has detai&ed many "ersona&ity characteristics for its +rand, +ut em"&oyees do not ha*e to remem+er e*ery characteristic They do, ho!e*er, ha*e to remem+er the o*era&& im"ression of the &ist of attri+utes, as you !ou&d !hen thinking a+out someone you ha*e met (s the focus is on customer re&ationshi"s, the Nokia "ersona&ity is &ike a trusted friend Bui&ding friendshi" and trust is at the heart of the Nokia +rand (nd the human dimension created +y the +rand "ersona&ity carries o*er into the "ositioning strategy for the +rand

C. Only Nokia Human Te hnolo!y ena"les you to !et more out of life#. $hy NOKIA laims that?
(ns!er6 N,4)( is indeed the most *a&ua+&e as !e&& as most "o"u&ar ce&& "hone +rand in the !or&d Thats !hy, it has made a strong +rand "ositioning in its current market )t has made a ne! conce"t a+out techno&ogy and has gain a great success +y doing so )ts "ositioning strategy can easi&y get the attention of the customers in its markets N,4)( &arge&y associated !ith the human friend&y techno&ogy and therefore making an a!areness a+out the

conce"t they has made for "ositioning their +rand and gaining attention a&& o*er its market )t c&aims that6 8on&y N,4)( human techno&ogy ena+&es one to get more out of &ife9 Nokia uses a com+ination of ins"irationa&, +enefit6+ased, emotiona& features, and com"etition6dri*en "ositioning strategies )t o!ns the :human: dimension of mo+i&e communications, &ea*ing its com"etitors !ondering !hat to o!n ;or ho! to "osition themse&*es<, ha*ing taken the +est "osition for itse&f This +rand "ositioning statement has +ecome so successfu& that makes the "rofit of Nokia dou+&ed !ithin the &aunching of this statement in a short time 7eo"&e are then starting to +e&ie*e that on&y Nokia can meet their needs successfu&&y than other "o"u&ar ce&& "hone +rands in the !or&d market To ca"ture a great market share, this initiati*e introduced +y Nokia has made a great im"act on its tota& +ottom &ine as !e&& as good!i&& of the com"any

%. How NOKIA defeats others in their produ t desi!n?

(ns!er6 Nokia is a great +rand +ecause it kno!s that the essence of the +rand needs to +e ref&ected in e*erything the com"any does, es"ecia&&y those that im"act the consumer 7roduct design is c&ear&y critica& to the success of the +rand N,4)( gi*es a great dea& of thought to ho! the user of its "hones !i&& e="erience the +rand, and ho! it can make that e="erience ref&ect its +rand character For e=am"&e, Nokia designers descri+e the &arge dis"&ay screen as the "eye into the soul of the product" (gain N,4)( defeats other ce&& "hone manufacturers in "roduct design +y making changes in the sha"e of the "hones For that reason, the sha"e of

"hones is cur*y and easy to ho&d

%oreo*er, the face"&ates and their

different co&ors can +e changed to fit the "ersona&ity, &ifesty&e, and mood of the user )n addition, the soft key touch "ads a&so add to the fee&ing of friend&iness, e="ressing the +rand "ersona&ity Therefore, N,4)(s "roduct design focuses on the consumer and his needs and for that reason it has termed its techno&ogy as 8>uman techno&ogy9 and thus defeats others in their "roduct design

E. %&p'ain (hat are the po(erfu' bran)in* strate*ies for N !"#+

As a ma!ke leade! "okia#s has in !odu$ed some $!u$ial b!andin% s !a e%ies-

1. "okia has $!ea ed i s b!and &osi ionin% by delive!in% su&e!io! 'uali y and bene(i s and
a !ibu es. 2. ) has %iven a &!o&e! b!and name (o! eve!y sin%le se *i h a di((e!en !ade ma!k. 3. ) has aken (ull $on !ol ove! i s b!and s&onso!shi&. 4. "okia#s line e+ ension and b!and e+ ension has been aken a$$o!din% o $us ome!#s $hoi$e and su%%es ions.