Presented By:

Abdul Haseeb Shah,Ihsan Ullah

Khan Shahid Khan , Sameer
Khwaja, Yamna Ihtisham ,
Course Facilitator: Imran Wazir
PRESENTATION INCLUDE
 History
 Mission statement
 Brand personality
 Market Segmentation
 Market Targeting
 Positioning
 4Ps
 BCG Matrix
 SWOT analysis
 Why Nokia ?
HISTORY OF NOKIA
 Nokia is a Finland based company, incorporated in 1967.

 Nokia started of as a pulp, rubber and cable manufacturing

company to a major manufacturer of mobile devices.

 It’s the leading manufacturer of mobile devices.

 Nokia offers a wide range of mobile devices with the

experience in music, video, imaging, gaming and a lot more.

 It also provides the services for network operators.

 Company recorded revenues of 41,121 Million € in 2007

about 20.3 % increase from 2006.
 Company offers its products in 150 countries. Its HQ is in
Espoo, Finland and employees about 68,500 people . Other
company of Nokia are in China , Hungry , Germany , Korea and
India
MISSION STATEMENT
 Everyone has a need to communicate and share. Nokia
helps people to fulfill this need and we help people feel
close to what matters to them. We focus on providing
consumers with very human technology – technology that
is intuitive, a joy to use, and beautiful.

 We are living in an era where connectivity is becoming

truly ubiquitous. The communications industry continues
to change and the internet is at the center of this
transformation. Today, the internet is Nokia's quest.

Strategy:
 Nokia's strategy relies on growing, transforming, and
building the Nokia business to ensure its future success.
BRAND PERSONALITY
 Nokia focused on building customer
relationship and trust.

 Building friendship and trust is the heart of

Nokia brand.

 Logo shows their brand personality.

MARKET SEGMENTATION
 Entry level:(Rs 2,500-6,000)
Nokia targeted low income people and
first time mobile buyers in this series . Sets
include are 1200,1208,1100,1110,1112 etc
 Classic Series:(Rs 7,000-17,000)
Nokia targeted decent people in this series .
Sets include in this series are
6300,6233,6120,3120 etc
 N gage series:(Rs 8,000-16,000)
Nokia targeted game lovers in this series .
These sets include game like play station ,PSP and
Xbox
 Xpress music:(Rs 13,000-35,000)
In this series music lover are targeted. Sets are
5220,5310,5800,5610,5320 etc
 N-series:(Rs 18,000-50,000)
This series is also called multimedia computer.
Named as on step ahead multimedia.Sets are
N70,N73,N95,N96,N80,N81,N91 etc
 E-series:(Rs 18,000-60,000)
This series is for business people. Sets include are
E51,E66,E71,E61i,E90 etc
 Premium series:(Rs 80,000-1,500,000)
In this series nokia targeted people which show
visual status. Sets include in this series are Sephira
arte,8800Gold,8800arts etc
MARKET TARGETING
In Pakistan a developing country nokia has
mainly targeted
 Entry level
 Classic
 Xpress music series
MARKET POSITIONING
 Nokia has created a distinct position in
customer mind by
 Nokia logo…..>
 Slogan……>
 Standard ring tone
 Standard message tone
 The specific message that is conveyed to the
customers in every advertisement is;
“Nokia enable you to get more out
of life”
PRODUCT
 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
 Quality:

Nokia gain brand personality and

market shares because of its quality.
 Design:

Nokia sets are of various design such as

Flip sets , Flat sets, Slide sets , Sets with rotating
camera etc
 PRODUCT……
Features:
Each set of Nokia has its own features . The models of Nokia
are based on features.
e.g. Nokia 1100 set has
Brand name:
Brand name is written on each set.
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
and the way to use it .
PRICE
 Nokia has a reasonable price for every
series.
 Price is listed on every packing
 Nokia also offer cash allowances:

vBy buying 1200 and 1208 get 50Rs

v75Rs on buying 1650
v100 Rs on buying 2630 and 3110
v200 and 250 Rs on buying 6300 and 5310
PROMOTION
 Advertising:
2. Though TV , Sign boards , Bill boards , Radio and
Newspaper
3. Broachers , Posters ,Dummies and display stands
 Personal selling:
By product training to Distributer(what is product)
 Sale promotion:
7. Gift like Yamaha bike , Philips TV , Mitsubishi split AC
, watches and digital diary
8. With N73 mobile offer 2500Rs original Blue tooth
free
9. With 6220 offer leather Wallet
10. With 6300 offer caps and shirts
 Public relation:
2. Nokia spot light
3. Road shows
4. N-gage.com for game lovers
5. Nokia football crazy

Nokia strategy for promotion is

“ Eye level is buy level”
PLACE
 Channels:
Nokia > Distributer > Whole seller >
Retailer > Customer
 Coverage:
Nokia is widely available all over Pakistan
 Distributer:
Nokia main distributer are I2,United mobiles,
Mobile zone and Advance telecom.Nokia
mobiles are mostly available through every
mobile outlet
 SWOT ANALYSIS
Strengths Weakness
•N Gage is a flop.
•Durability

•Long battery life

•User friendly

•Global Expansion •Low voice quality

•Brand loyalty •Less stylish

•Use of Carl Zeiss lens •Heavy sets

• Market skimming
prices of high sets
SWOT ANALYSIS
Opportunities Threat
s
•Mobiles with computer •China mobiles
window
•Orange, Vodafone and O2
•New growth markets and many other operators
are globally selling their
•Other hand held devices own brands of phone.

•Well designed and styled •Company in China

sets
•Country situation
Market Growth Rate

The Boston Consulting

N –series
Xpress music
?
Premium series
E-series

Entry level
Classic series N-gage
series

Relative Market Share

WHY NOKIA
 The largest market share ever gained by Nokia is
in Peshawar 88% more than allover Middle East
and Africa
 Largely available
 Greater network coverage
 Easily repaired
 Changeable body casing
 Updating software
 Use of Carl Zeiss lens
 Only dealing in mobiles
“ Nokia is world third richest company ”
 THANKS
For listening