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Macro Environment
Ø
Introduction
Ø
Brand Personality
Ø
Marketing Mix
Ø
Product Mix
Ø
Presentation Include
Presentation Include
Ø
Strategies Adopted
Ø
Competitors
Ø
Issues
Ø
SWOT Analysis
Ø
CSR
HISTORY OF NOKIA
HISTORY OF NOKIA
ØIt also provides the services for network operators.
ØCompany recorded revenues of 41,121 Million in 2007
about 20.3% increase from 2006.
ØCompany offers its products in 150 countries. Its HQ is in
ØEspoo, Finland and employees about 68,500 people .
Other
Øcompany of Nokia are in China , Hungry , Germany , Korea
and India
Ø
Ø
Evolution of Mobile
Ø
History
Introduction
Introduction
Mission
Ø
Vision
Ø
Why Nokia on Top ?
NOKIA Company logo.
Founded in Tampere
in 1865, logo 1966.
leading player in mobile communications all over the world,
OKIA first started operations in the early 1980s
Finnish Rubber Works
Ltd, Helsinki:1898
TheNOKIA "arrows"
logo before its
Connecting People
logo.
"Connecting People"
slogan, invented by
Ove Strandberg.
History
History
History of NOKIA
History of NOKIA
ØNokia is a Finland based company, incorporated
in 1967.
ØNokia started of as a pulp, rubber &cable
manufacturing company by Knut Fredrik
Idestam in 1865.
ØFinnish Rubber Works acquired Nokia Wood
Mills Telephone & Telegraph cables.
ØNokia Corporation created - 1967 -paper
History of NOKIA
History of NOKIA
ØNokia began developing the digital switch
(Nokia DX 200) which became a success.
ØIn 1970, Nokia started taking an active interest
in thepower & electronics businesses.
ØIn 1987, consumer electronic became Nokia s
major business.
Ø1991 Nokia - agreements to supply GSM
networks - nine European countries.
History of NOKIA
History of NOKIA
ØBetween 1992 & 1996, the company exited
from the rubber and cable businesses
ØAugust 1997 Nokia - GSM systems to 59
operators in 31 countries.
ØIt s the leading manufacturer of mobile devices.
ØNokia offers a wide range of mobile devices
with the experience in music, video, imaging,
Some First for NOKIA in
Some First for NOKIA in
INDIA
INDIA
Entered in 1994
Nokia 2110 first ever GSM call
Operating office New Delhi, Mumbai, Kolkata,
Bangalore, Hyderabad, and Ahmadabad
R&D facility in Bangalore, Hyderabad and
Mumbai
1995 First mobile phone call made in India on
a Nokia phone on a Nokia network.
1998 Saare Jahaan Se Acchha, first Indian
rin
g
tone in a Nokia 5110
Some First for NOKIA in
Some First for NOKIA in
INDIA .
INDIA .
2004 Saral Mobile Sandesh, Hindi SMS on a
wide range of Nokia phones
2004 First Wi-Fi Phone- Nokia Communicator
(N9500)
2005 Local UI in additional local language
2006 Nokia manufacturing plant in Chennai
2007 First vernacular news portal
Mission
Mission
In a world where everyone can be
connected, we take very human
approach to technology
Connecting is about helping people to feel close to what matters. Wherever, when
ever, Nokia believes in communicating, sharing, and in the awesome potential in
connecting the 2 billion who do with the 4 billion who don t. If we focus on peopl
e, and use technology to help people feel close to what matters, then growth wil
l
follow. In a world where everyone can be
Vision
Vision
The Vision of Nokia:
Our vision is a world where
everyone can be connected. Our vision is to ensure that 5 billion people are alw
ays connected at any given point and to achieve 100 fold more network traffic
Why NOKIA on Top ?
Why NOKIA on Top ?
Developing affordable mobile devices that can contribute to increased economic g
rowth and quality of life
Constant innovation. Focusing on human technology; enhancing communication and e
xploring new ways to exchange information.
That s why Nokia will never stop finding new ways of
connecting people.
Ø
Ø
Nokia focused on building customer, relationship
and trust.
Brand Personality
Brand Personality
Building friendship and trust is the heart Nokia
brand.
Ø
Logo shows their brand personality.
Variety
In every series of Nokia there are large
number of sets thus large variety. e.g.
entry level include
1200,1208,1100,1110,1110i,1112 etc
Ø
Marketing Mix : 4Ps
Marketing Mix : 4Ps
Product
Ø
Quality
Nokia gain brand personality and market
Design
Nokia sets are of various design such
as Flip sets , Flat sets, Slide sets ,
Sets with rotating camera etc
Ø
4Ps .
4Ps .
Ø
Features
Each set of Nokia has its own
features . The models of Nokia are
Brand Name
Brand name is written on each set.
Ø
4Ps .
4Ps .
Ø
Packaging
On packaging of Nokia set detail
information about the set is given
and packing is made attractive by
picture. Each set has its own booklet
with information about its features.
Price range from Rs999 to RS 42700
Ø
Price targeting both the ends
Ø
Price
Ø
Pricing strategy
Ø
Nokia also offer cash allowances.
q
Ø
Advertising:
q
Though TV , Sign boards , Bill boards , Radio
and Newspaper
Promotion
Promotion
Broachers , Posters ,Dummies and display
stands
Ø
Personal selling:
q
By product training to Distributer.
Channels
Nokia > Distributer > Whole seller > Retailer
> Customer
Ø
Place
Ø
Coverage
Nokia is widely available all over INDIA
Product Mix of Nokia
Product Mix of Nokia
1000 9000 series
Nokia 2000 series
Basic series
Nokia 3000 series
Expression series
Nokia 5000 series
Active series
Nokia 6000 series
Classic Business series
Nokia 7000 series
Fashion and
Experimental series
Nokia 8000 series
Premium series
Nokia 9000 series
Ø
Ø
POLITICAL FACTOR
Ø
ECONOMIC FACTOR
Macro Environment of
Macro Environment of
N
o
ki
a
Nokia
SOCIAL FACTOR
Ø
TECHNOLOGICAL FACTOR
Ø
ENVIRONMENTAL FACTOR
:
Segmentation Strategy
Segmentation Strategy
ØGeographic:
oNokia immediate geographic target is rural India.
oThe total targeted population is estimated at 100
million.
ØDemographic:
oMale and female.
oAges 25-50, this is the segment that makes up 80% of
the Nokia mobile phone market according to the NOKIA
Consumer Segment
Consumer Segment
Light Users
Medium Users
Heavy Users
Ø
Ø
We chose this Category because heavy user
have ability to buy our product.
Heavy Users
Heavy Users
Our target segment is heavy users
In this category users like latest products
with latest features.
Ø
Heavy users want something new and
stylish.
Who want to use Something Special
Ø
Target market for the Nokia mobile phone is
between ages 20-40.
Ø
Target Market
Target Market
Nokia has mainly targeted
Ø
International Students
Ø
Teena
g
er and Business class
Ø
Ø
Nokia logo ..>
POSITIONING OF Nokia
POSITIONING OF Nokia
Nokia has created a distinct position in
customer mind by
Slogan > Know our past. Create
the future
Ø
Latest Ring Tone
Samsung
Motorola
Sony Ericsson
Competitors
Competitors
Many Competitors in this area
LG
Sharp
Panasonic
% Share
Nokia 37.2%
Motorola 17.3%
Samsung 9.8%
Siemens 8.5%
SonyEricsson5.2%
RIVALRY AMONG
RIVALRY AMONG
COMPETITORS
COMPETITORS
INDUSTRY GROWTH RATE: The industry has grown
by just 10% during 2007. This is down from the 23%
growth rate seen in 2006.
CONCENTRATION AND BALANCE: The major
players are BenQ-Siemens, LG, Motorola, Samsung
and Sony Ericsson.
INFORMATIONAL COMPLEXITY: Devices are
becoming more complex and getting features (picture,
audio, video) that are outside the core competencies
of traditional manufacturers.
BARGAINING POWER OF
BARGAINING POWER OF
BUYERS
BUYERS
BUYER INFORMATION: Buyers have comparative
information about the product in terms of price and
features.
BUYER CONCENTRATION: Network operators are
relatively concentrated and large service providers such as
Orange and Vodafone have high bargaining power.
SWITCHING COSTS: Individual buyers have low switching
costs and are price or feature sensitive.
PRODUCT DIFFERENCES: Low degree of product
differentiation and any new feature or technology is quickly
BARGAINING POWER
BARGAINING POWER
OF SUPPLIERS
OF SUPPLIERS
SWITCHING COSTS: A large number of suppliers for non
critical components.
For critical components suppliers work closely with companies as they involve jo
int development of specialty inputs and sub- systems.
IMPACT ON DIFFERENTIATION: Companies could switch
suppliers for non critical components but are closely tied to
them for critical components and sub-systems.
THREAT OF FORWARD INTEGRATION: Suppliers do not
pose any credible threat of forward integration even though
THREAT OF NEW ENTRANTS
THREAT OF NEW ENTRANTS
-ENTRY BARRIERS
-ENTRY BARRIERS
PROPRIETARY PRODUCT DIFFERENCES: Technology and
product designs are protected by patents.
BRAND IDENTITY: Powerful brand identity of the existing
players developed through advertising and product excellence.
ECONOMIES OF SCALE: High fixed costs means that volume
is essential to companies.
CAPITAL REQUIREMENTS: Activities such as R&D and
advertising requires large capital commitments.
EXPECTED RETALIATION: Existing competitors have the
financial clout to deter new entrants.
ACCESS TO NECESSARY INPUTS: Suppliers work closely
with existing companies and therefore critical components may
only be available at a premium.
Basis of Competitive
Basis of Competitive
Advantage
Advantage
Product competitiveness : Nokia profitably competes in
all mobile device segments from entry-level to high-end. It
has the broadest product portfolio in the market.
Customer satisfaction : Nokia uses customization to gain
greater customer satisfaction
R&D effectiveness: Nokia spent about USD 3.4 Billion on
R&D.
Demand-supply network alignment : Nokia captures its
potential upside in high-demand situations by aligning its
demand-supply network.
End-to-end capability : Nokia systematically leverages
its end-to-end capability by integrating mobile devices,
applications and infrastructure
STRATEGIES
STRATEGIES
Price Strategy
Market Strategy
Push
Pull
Battery Strategy
PRICING STRATEGY
PRICING STRATEGY
Pricing Strategy Matrix
Premium Pricing
Penetration Pricing
Economy Pricing
PRICE Skimming
BATTERY ISSUE
BATTERY ISSUE
Three types of batteries are currently available for
consumers
Original Nokia batteries.
Batteries manufactured by third parties sold under
own brand or no-brand
Counterfeit batteries
Nokia Batteries Meet ALL
Nokia Batteries Meet ALL
International Safety Standards
International Safety Standards
Continuous control of the production and intensive
product testing.
Original Nokia batteries comply with all international
standards, such as UL2054, UL1642,IEC 60950 etc.
Manufactured with safety circuit, highest quality
materials, correctly designed safety vent and clean,
stable manufacturing process.
Cases of Exploding Batteries
Cases of Exploding Batteries
30-40 cases globally of exploding non-original
batteries.
Primary root cause of non-original battery failure is
internal short circuit in the cell.
Vast majority of short circuits caused by traumatic
event (i.e., dropping the phone) which jeopardizes
integrity of poorly manufactured batteries.
In each and every case, the battery in question has
proved to be a non-original battery (either third-party
or counterfeit) which did not include industry
standard safety measure.
Nokia s Response to Faulty & Illegal
Nokia s Response to Faulty & Illegal
Batteries
Batteries
Nokia took all possible actions to ensure customer
safety and satisfaction.
Launched customer service program to help
consumers and retailers recognize non original
batteries.
Replaced the batteries that were manufactured during
that period with original one & that too free of cost.
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS
The Leader in the Industry
High quality and professional team in the
HRD Dept and a very strong R&D Unit.
Strong Financial Backing.
Great features of Nokia Handsets.
Strong Customers Relation.

Heavy in weight ( Most Models ).

WEAKNESS
WEAKNESS
Expensive than other competitors.
Big in Size ( Difficult Handling )
OPPORTUNITIES
OPPORTUNITIES
 Targeting right customers at right time.
Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge.
Can increase their Growth rate by reducing their
profit ratio.
Tax Reduction
THREATS
THREATS
Strong Competition.
Saturation in Current Market
Challenges of Continuous Technological
Development.
CORPORATE SOCIAL
CORPORATE SOCIAL
RESPONSIBILITY
RESPONSIBILITY
Environment
-Recycling
-Packaging
-Transporting
Nokia helping hands
-Blood donations
-Fund raising
-Volunteering at hospitals
-Arranging activities for under privelege
Ø
CSR contd
CSR contd
Corporate giving
-Disaster relief
*drought in Euthopia
*Sichuan earthquake in China
*Cyclone nargis in Myanmar
-Disaster recovery
*Southeast asian Tsunami
*Earthquake in Pakistan
Conclusion
Conclusion
Targeting Millions of internet users
Low cost web enabling by 2010
Focusing on the lower end of the
society.
THANK YOU!!!
Nokia
This ppt covers almost all the areas of NOKIA like Market Postion, Segmentation,
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argeting, Positioning & all other areas related to Marketing. All the viewers wi
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