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❖ANALYSIS
Corn? gtAffieople
■ STP ANALYSIS
> LOOPHOLES
> RECOMMENDATION
❖CONCLUSION
EXECUTIVE SUMMARY
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NOKIA: AN INTRODUCTION
Everyone has a need to communicate and share. Nokia helps
people to fulfill this need and they help people feel close to what
matters to them. They focus on providing consumers with very human
technology - technology that is intuitive, a joy to use, and beautiful
HISTORY OF NOKIA:-
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The first Nokia century began with Fredrik Idestam's
paper mill on the banks of the Nokianvirta river. Between 1865 and
1967, the company would become a major industrial force; but it
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took a merger with a cable company and a rubber firm to set the
new Nokia Corporation on the path to electronics.
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communications. As European telecommunications markets were
deregulated and mobile networks became global, Nokia led the
way with some iconic products...
1979: Mobira Oy, early phone maker
Radio telephone company Mobira Oy begins life as a joint venture
between Nokia and "leadingTinnish 1 television maker Salora.
1981: The mobile era begins |
Nordic Mobile Telephone (NMT), the first " international mobile
phone network, is built.
1982: Nokia makes its first digital telephone switch
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The world's first satellite call is made, using a Nokia GSM
handset.
1997: Snake - a classic mobile game:-
The Nokia 6110 is the first phone to feature Nokia's Snake game .
1998: Nokia leads the world:-
Nokia becomes the world leader in mobile phones .
1999: The Internet goes mobile:-
Nokia launches the world's first WAP handset, the Nokia 7110.
PRODUCT:-
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The product is the centre of the marketing mix and the other
three P's are based around it. Consumers purchase goods and
services for a variety of individual reasons and a company must
be aware of all of these when selling a product (that is why they
conduct market research). Nokia does exactly the same and
comes up with innovative phones almost every six months. The
new phones that Nokia launches have some new feature or price
difference, thus appealing to the consumer. Sometimes, Nokia
launches special and limited editions of its mobile phones, on
special occasions such as the Olympics. In short they offer phones
of great variety with various designs and high quality.
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Price :-
Price is a key factor in the selling of a product, and is usually
the one that is open to the most change based on different
pricing strategies, for example, competitor based, penetration or
skimming. The three main factors affecting the amount charged
for a product or service, are; the cost of production, customer
demand and competition. Since its entry into Indian mobile
market in 1995, it focused on manufacturing of mobile handsets
based on GSM technology. Nokia built a strong brand image with
focused marketing and distribution network. It started focusing on
the low-cost mobile phone segment for rural markets in India, but,
faced stiff competition from Sony Ericsson, Samsung, and
Motorola who also started offering low-cost handsets. Nokia has
come up with the perfect prices for each and every consumer
segment in the market. A lower middle-class person can go for a
Nokia 1200 costing around Rs. 1200 while an executive can opt
for N-96 costing around Rs. 33,000.
Place:-
This refers to the chosen outlets for a product or service, for
a product to be very successful it must be easy to access, Nokia
mobile phones are very easy to access nowadays, they are sold in
supermarkets, Nokia Priority, Nokia Care and specialized outlets
(eg. The Mobile Store).
Promotion:-
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This involves providing information to the customer over a
variety of media platforms, using radio, television and print
advertising as well" as using othefpromotional tools such,as
"money off "deals" and "free "giveaways". The advertisements-
"that Nokia comes up with are very successful in targeting the
customers in a consumer market. The advertisements are made
in such a way that it appeals to the psychology of the consumer.
They also have various sale promotion schemes like offering
discounts on special occasions and giving free
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economic policy that provides a stable macroeconomic
environment for enterprises. General macroeconomic stability,
low interest rates, stable currency
conditions and the international competitiveness of the tax
system
form the foundation for the growth of business an improvement in
employment. As the result of this, not only Finnish Government
but also international companies, such as Nokia, have play very
important roles to develop their information society and national
technology strength.
Economic:-
According to the fact that Russian Federation was collapsed
in early 1990s and it assaulted with Finnish economics. Nokia also
face with the problem, and changed its functions from single
market and overall products to global market and focusing mobile
phone market. With incomes rising, people have more disposable
income, which enables consumers to be more selective with their
choice of mobile phone, looking to other factors rather than
fulfilling the most basic of user (text, messaging and phone calls)
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be used to find solution which help to implement environmental
objectives as well as the objectives of innovation policy in a
balanced way.
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as on step ahead multimedia. Sets include N72, N81, N95,
N96, N97, etc
> E-Series: ( Rs 10,000-60 , 000):- These mobiles were
launched for people who needed mobile computing on the go
especially business people. These phones are enabled with
word, spreadsheet and presentation softwares. They also are
equipped with GPRS/ EDGE technologies thus functioning as
a palmtop. Sets include E90, E75, E61, E62, etc
> Xpress music Series: (Rs 6,000-20,000):- Nokia launched this
series basically for the people who loved music. Good dolby
digital earphones and long battery life are the features of
these mobile phones. Sets include 5800, 5610, 5320, 5310,
5220, etc
> Premium Series:(Rs 80,000-1,500,000):- In
this series Nokia targeted people who show
visual status. Sets include in this series are
Sephiraarte, 8800Gold, 8800arts etc
POSITIONING :-
Positioning of a product refers to creating an
image about a particular product. Nokia has been very his
successful in this strategy. strategy.
>
StandardRingtone
> Standard message
tone.
> Long battery backup.
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These specific aspects have been embedded into the
mindset of the consumer in such a way that every time they saw
the logo or heard the ringtone they associate it with a Nokia
product. Hence Nokia has been very successful in positioning it
products in the market.
LOOPHOLES
No doubt that the products from the Finnish company,
Nokia, are some of the very best in the world, but the company
still hasn't found a profitable way to market its goods. The very
reason that other mobile phone companies are fast eating up
Nokia's market share is their superior (yet simple) marketing
practices.
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used words) list in Nokia's board meetings. These companies
have made Nokia pay dearly for its rudimentary approach in
marketing its phones. The aggressive marketing practices
followed by Motorola have hit Nokia very hard and it is losing very
crucial global market share every month to its American
competitor.
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While Motorola (quite intelligently) gives a dashy-flashy
name to every phone it brings into the market, Nokia tends to do
the exact opposite. Nokia from the very start has relied on
numbers rather than names. This strategy worked very well in the
past, but only because there wasn't much competition back then.
But times have changed. Every month the market sees at least a
dozen new handsets from an equal number of manufacturers.
Consumers now have more than they can choose.
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RECOMMENDATIONS:
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CONCLUSION
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