CONFIDENTIAL

Presented by

• Sharad Jain (19)• Nikhil Jambhulkar (20)• Mukesh K Jha (22)• Sheetal Karekar (30)• Bhushan Pawar (43)

Presentation Include

Why Nokia ?

History

Mission statement

Brand personality

Market Segmentation

Target Market

Positioning

4Ps

BCG Matrix

SWOT analysis

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

Market Share:36.2%

Turnover: € 19525 million(2010)

Why Nokia?

• Not only global presence but also one third of the brand’s revenues comes from outside its country of origin.

• The brand has a broad public profile and awareness.• The brand is positioned to play a significant role in the

consumers’ purchase decision.

Revenue Distribution

Why Nokia?

“ Nokia is world third richest company ”

LOGOS…LOGOS…

NOKIA Company logo, 1966.

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

"Connecting People" slogan, invented by Ove Strandberg.

Present LogoPresent Logo

Worlds Fastest Growing Brands

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

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)• 2005 - Local UI in additional local language• 2006 - Nokia manufacturing plant in Chennai• 2007 – First vernacular news portal

Some Achievements for Nokia

• 2004 to 2008 – Ranked as the No. 1 telecommunications equipment

vendor in the country by Voice & Data for five consecutive years

• 2006– Ranked the No 1. MNC in India by Business world,

India’s leading business weekly

• 2008– Ranked No 1 Most Trusted Brand Survey by Brand

Equity

Recent Cases

• Allegation on Apple's iPhone and iPad 3G infringe on five of Nokia's patents.

• BL5c Batteries

HR Practices at Nokia

• Employee communications through intranet, emails, unions, forums and surveys

• 70-20-10 approach of training• Open dialogue regarding performance and

opportunities• Leadership model- True Nokia Leader• Rewards on basis of performance including

bonuses• Communication of rewards through news hub,

blogs, letter and face to face meetings• Investing in people• Nokia standards for factory labor conditions

Employees in Nokia(10 major countries)

CSR in Nokia

• Mobile technology for development

• Education

• Software for data gathering

• Accessibility for everyone

• Providing financial services through mobile technology

• Youth programmes

CSR in Nokia

• Employee volunteering

• Donations

• Response to disasters

• Creating environment friendly products

Environmental accord

• Nokia tops in maintaining green environment among electronic producers

• Nokia’s mobile phones are free of toxic polyvinyl chloride (PVC)

• New models of Nokia meet energy requirements

• Recycling old phones and using recycled plastics in its products

R & D Nokia

• 31% of Employees in research area• R & D expenses of EUR 5968millions in

2008 (11.8%) of total sales• Nokia research centre employs about

800 persons in 43 different countries• NRC has two fold approach- CTC and

SRC• Maintaining contact with academia,

industry colloborators and independent developers

Institutional tie-ups

• Aalto University School of Science and Technology, Finland

• École Polytechnique Federal de Lausanne, Switzerland • ETH Zurich, Switzerland • Massachusetts Institute of Technology, United States • Stanford University, United States • Tampere University of Technology, Finland • Tsinghai University, China • University of California, Berkeley, United States • University of Cambridge, United Kingdom • University of Southern California, United States

Nokia products…

Concept Phones…• Nokia is working on future of mobile

with their new concept Nokia "Scentsory".

• This new mobile device uses the sense of smell, sight, sound, 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

N- Series

Nokia 30 & 40 Series

Product life cycle of NOKIA

Marketing Strategies Nokia…• Focused on Handset Manufacture only • Enhance Product Portfolio • Increase Distribution Channels• Adjust Preferences for specific markets • Increase Commitment to Emerging Market• Improve Collaboration on Designs • Ensure Accountability and Quality• Aggressive Pricing

Segmentation Strategy Geographic: Nokia immediate geographic target is rural

India. o The total targeted population is estimated at

100 million.• In Pakistan a developing country nokia has mainly targetedo Entry level o Classic o Xpress music series

Demographic:o Ages 25-50, this is the segment that makes up

80% of the Nokia mobile phone market

Nokia uses a pricing strategy that best suits the product.

Market Penetration- Nokia 1100.

Market Skimming- N-95.

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

Estimating cost – Experience Curve Theory :

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

Supply Chain Management

Channels:

Nokia > Distributor >> Whole seller >>> Retailer >>>> Customer

• 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, Brochures, Posters, and display stands

• Public Relations ( PR )…

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.

Lifecycle …• Globally Nokia’s market is at maturity, where as in

India it is still in the Growth stage.

Globally Placed Here

In India Placed hereRs.

Time

Product life cycle

PESTEL of NOKIA

POLITICAL FACTOR:

ECONOMIC FACTOR:

SOCIAL FACTOR:

Nokia has been a member of the United Nations Global Compact since 2001

Nokia reported spending $5.4 million on lobbying in the U.S. in 2007 and $2 million on lobbying in 2008.

Nokia had to change its functions from single market to global market due to collapse of Russian Federation.

TECHNOLOGICAL FACTOR:

LEGAL FACTOR:

Patents right on technology

ENVIRONMENTAL FACTOR:

Environmentally ethical considerations amongst suppliers. Life cycle impact of NOKIA throughout the supply chain

Improvement or Changes in technology

PESTEL of NOKIA

BCG Matrix of NOKIA

Premium SeriesN-Series

Entry Level Classic Series N-Gage

NETSALES BY BUSINESS GROUP

SHARES OF COMPANIES

ORGANISATIONAL STRUCTURE

MARKET PENETRATION STRATEGY

• DEALER NETWORK

• 3 TIMES THAN SIZE OF SAMSUNG

• 6 TIMES SIZE OF SONY

• R&D CENTRE

• COMMISSION TO DEALER

• INDIAN MARKET

MOBILE PHONEMULTIMEDIAENTERPRISE SOLUTIONNET WORKSRADIOCAMERA

SWOT ANALYSISStrength Weakness

Leader Flop models

Strong R&D Not concern about the lower class

Strong customer relations After sales service is not good.

User friendly

Wide range

Re-sell value

Opportunities Threats

New growth markets Strong competitors

Increase their presence in 3G Saturation in current market

Potential in Latin America Cheaper models from LG, Samsung, MMX

Growth in handset models to is slower

Impact of Recession

• 20-30% of workers sent for leave

• The sales have been hit hard

• Cut costs by roughly 700 million euro's.

Road ahead for NOKIA

• Nokia’s digital cloud by 2015

• Future Products

• Increasing Market share