Revitalize the brand using the

existing brand equity as leverage – A

case study of Nokia
 INTRODUCTION
 Marketing is a societal process by which
individuals and group obtain what they
need and want through creating, offering
and freely exchanging products and Culture
services of value with others.

 Marketing thus is not just an encounter of Value Attributes

products; but is a battle of perceptions.

 The supremacy of a brand lies in what Brand

resides in the minds of customers – what
they learned, felt, seen, and heard about
the brand as a consequence of their personality Benefits
experiences over time.

 A brand thus focus on following factors: User

 REVITALISATION
 In today's market, where new product introductions are both expensive and risky, it may be
worthwhile to evaluate brands that are declining and invest in revitalizing them.

 More and more companies in many different industries are realizing the need to focus on "brand-
building."

 Industries--financial services, utilities, healthcare, and high-tech--realize that brand-building is

not just for the consumer goods industry anymore .

 Points are also to be considered while concerning with revitalization:

– Make a new with an old one
– Use the benefit of older to gain new one

 When a brand dies, significant investments that were made to build the brand are also lost.
 PROBLEMS IN
REVITALISATION
 Focus on three key questions:
 (1) What new uses will revitalize an old brand?
 (2) How do consumers learn of new uses for old brands?
 (3) How can new uses be most effectively communicated

 Answering these questions enables one to craft a new usage campaign that increases both
brand equity and sales.
 Brand equity refers to the value of the brand .
 Need for leveraging brand equity
 Guides brand strategy
 Strengthens brand memorizing, communication, association
 Provides brand extension possibility
 Assists portfolio reorganisation
 Improves competitive advantage
 Adds value to organisation – market value, gives a sense of direction to employees
 HISTORY
 Nokia has played a revolutionary role in the escalation of cellular technology in India,
starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over
a Nokia-deployed network.
 Nokia started its India’s operations in 1995.
 Nokia has played a pioneering role in the growth of cellular technology in India, starting
with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a
Nokia-deployed network.
 Some firsts for Nokia in India
 1995 – First mobile phone call made in India on a Nokia phone on a Nokia network
 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110
 2000 - First phone with Hindi menu (Nokia 3210)
 2002 - First Camera phone (Nokia 7650)
 2003 - First Made for India phone, Nokia 1100
 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones
 2004 - First Wi-fi Phone- Nokia Communicator (N9500)
 2006 – Nokia manufacturing plant in Chennai
 Nokia’s Concept of the
power of WE
 Nokia works on the principle of working
together to protect the environment. They
believe in:
 We: recycle
 We: create
 We: energize
 We: support
 We: evolve
 Nokia has always targeted to become a leader in environmental performance. Responsible
business practices have always been a part of their culture and way of working.
 WINGS OF NOKIA
 Devices business
 Services business
 Infrastructure business
 R & D centres
 Design Studio
 Manufacturing in India
 STRATEGIES OF NOKIA

 Nokia Brand Personality

– the Nokia personality is like a trusted friend. Building friendship and

trust is at the heart of the Nokia brand. And the human dimension
created by the brand personality carries over into the positioning
strategy for the brand.
 Nokia Product Design
– it gives a great deal of thought to how the user of its phones will
experience the brand, and how it can make that experience reflect its
brand character.
– The large display screen, for example, is the "face" of the phone.
Nokia designers describe it as the "eye into the soul of the product".

 Nokia Positioning
– "Only Nokia Human Technolgy enables you to get more out of life"
 CONCLUSION
 Nokia is leading player in the cellular industry and is very much ahead
from its competitors like Apple, Samsung, Motorola, and Sony who are
still trying to compete with it.
 A rise in per-capita income, the arrival of less-expensive phones, declines
in tariffs, pro-industry and pro-consumer regulations enacted by the
government and a host of other factors have been instrumental in driving
this growth of Nokia.
 About 5.5 million Indians are signing up each month, which should drive
subscriber numbers to 48.4 crore by 2011.
 it will be hard to defeat Nokia at present and in near future in terms of
market share.
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Thankyou