Nokia

Presented by :

Ravinder KunwarAjinkya MhatreOmprakash Dinesh PatangraoShamim shaikhKiran shirke

Nokia Corporation is a Finland based multinational company

Headquarter -- Keilaniemi, Espoo, city neighboring Finland's capital Helsinki.

CEO -- Olli-Pekka Kallasvuo

Chairman -- Jorma Ollila

Founder -- Fredrik Idestam in 1865.

Nokia started as a pulp, rubber and cable manufacturer

NOKIA Company logo, 1966.

The NOKIA "arrows" logo before its Connecting People logo.

"Connecting People" slogan, invented by Ove Strandberg.

What would the company like to achieve?

A good vision is meant to stretch a company by articulating an ambitious but attainable

future state.

Nokia is the world’s largest manufacturer of mobile phones and operates with a simple but powerful vision: “If it can go mobile, it will!”

The Vision Statement

What would the company like to achieve?

A good vision is meant to stretch a company by articulating an ambitious but attainable

future state.

What is it that the company does? What is the companies business?

Who is being satisfied (what customer groups)?

What is being satisfied

(what customer needs)? How customer needs are being satisfied (by what skills, knowledge, or distinctive

competencies)?

A company’s mission is best approached from a customer-oriented business definition.

Mission Statement A world where everyone can be connected.

In 2015, 5 billion people always connected, and 100 fold more network traffic.

It’s a world of experiences, shared experiences

Grow the number of people using Nokia devices

Nokia is working on future of mobile with their new concept Nokia "Scentsory".

This new mobile device uses the sense of smell, sight, hearing, and touch to create a multiscensory environment for the caller.

Scentsory would be able to detect smells as well as radiate colors, lighting, and temperature of the caller with Dual screens and hidden camera

Time

Sale

s or

Pr

ofits

Growth

Maturity

Decline

Introduction

Sales curve

The Concept Phones

Nokia E- series

Nokia Symbian & N- Series

Nokia 30 & 40 Series

Product life cycle of NOKIA

Nokia Mobile Phones net sales by region

Europe & Africa46%

Americas 35%

Asia Pacific18%

World's largest manufacturer of mobile phone since 1998

Market share -- 38% in Q2 2009

Sales volume 210 million units in 2008 (total market volume 520 million units)

employed 39,350 people in research and development, representing approximately 31% of the group's total workforce

Number of mobile subscribers in INDIA has crossed the 250 million mark.

Mobile phone production in India was expected to grow from 51 million units to 110 million units by 2011.

• Handset Market Share

Nokia: 49.5% Sony: 10.1% Samsung: 12% Motorola: 9.9% Others: remaining

Focused on Handset Manufacture only Enhance Product Portfolio Increase Distribution Channels Adjust Preferences for specific markets Customer Satisfaction Focused on Replacement Increase Commitment to Emerging Market Improve Collaboration on Designs Ensure Accountability and Quality Aggressive Pricing

 Geographic:

o Nokia immediate geographic target is rural India.

o The total targeted population is estimated at 100 million.

Demographic:

o Male and female. o Ages 25-50, this is the segment

that makes up 80% of the Nokia mobile phone market

Light UsersMedium UsersHeavy Users

PricePlace PromotionProduct

Nokia uses a pricing strategy that best suits the product.

Market Penetration- Nokia 1100.

Market Skimming- N-95.

Hence, The Strategy which was used for N-Series & E-Series was Market Skimming.

P1

P2

P3

Price/Cost

Time Period / Units Produced

Experience Curve

T1 T2 T3

Nokia has opened its retail outlet ‘Nokia Priority’ as well as many authorized dealers at various places.

Consumer

Manufacturer Dealer

PLACE

AIDA in Nokia – : A – Attention : attract the attention of the

customer.

I – Interest : raise customer interest by demonstrating features, advantages, and benefits.

D – Desire : convince customers that they want and desire the product or service and that it will satisfy their needs.

A – Action : lead customers towards taking action and/or purchasing.

Discounts are provided to online Nokia purchasers through Nokia discount coupons or coupon codes

Commission is also provided to retailers on the sale of every Nokia cell phones and accessories.

Product Promotion…

Advertising: Through TV, Sign boards, Bill boards, Radio, Newspaper, Broachers, Posters, Dummies and display stands

Nokia has strong PR. They keep on doing some or the other new events, programmes and publicity, so as to keep up with the brilliant image of the company and also to enhance the brand equity.

• Direct Marketing :

• Nokia does not perform Direct Sales activities on its official website www.nokia.com.

• Nokia use DEMO style of Direct Marketing.

• Nokia does not use Direct Mail or Telemarketing styles of Direct Marketing.

Public Relations ( PR )…

During 2007, 15,000 ton packaging material has been saved by using smaller packaging.

Nokia have reduced the amount of printed material inside the box,

In 2007 Nokia began to increase the level of recycled content

Packaging…

Packaging is important because it protects products as they make their way from factory to customers.

Attractive, Good & Secure Packing

Branding Decisions :

Nokia follows Umbrella branding “N Series” & “E Series”

Logo shows their brand personality Nokia focused on building customer,

relationship and trust Building friendship and trust is the

heart Nokia brand

Nokia built its brand with high-end multimedia handsets for upscale buyers and low-priced phones for emerging countries.

Branding…

Nokia’s key quality targets are:

For Nokia to be number one in customer and consumer loyalty.

For Nokia to be number one in product leadership.

For Nokia to be number one in operational excellence.

Quality is at the heart of Nokia’s brand promise, very human technology.

Quality…