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Nokia

Brand Audit

Abhishek Daksh Rishub Pal Prateek Khare Ashwani Singh

Brand Inventory
Nokia Mobile Phones is Synonymous to Brilliance

and Efficiency.

HISTORY
Beginnings of the Nokia Company History were in 1865 when a wood-pulp

mill was set up in Southern Finland. It sold products with the brand name Nokia. A community called Nokia was started and still exists on the riverbank of Emkoski in southern Finland. The Finnish Rubber Works started manufacturing in Nokia in the 1920's and branded its products, including gumboots, as Nokia. The Finnish Cable Works also setup in Nokia, it produced cables for phone networks. By 1967 all three companies had merged to form the Nokia Group. Nokia developed a digital switcher for telephone exchanges and also helped develop the world's first mobile phone network. By the late 1980's Nokia had helped develop the GSM (Global Standard for Mobile communications) and had built more than 60 GSM networks in 31 countries around the world. The company developed high quality, user friendly mobile phones that have made it the world market leader. I have used a Nokia since my first mobile phone was one of those Motorola bricks with the huge battery pack havent we come a long way.

Product related Attributes


Core Product Attribute :Stylish , Robust

,Expereantial , Relevant. Functional Attribute : GPS , PC integration , Media Player , MP3 Player , Camera , Bluetooth and Infrared , Call Recording , Internet , Emotional Benefit , Style , Satisfaction , Image , Brand ,Look .

Brand Portfolio
Nokia 1xxx (basic) series are ultrabasic series, the

1xxx series is basic mobile phones.-Nokia 2xxx (basic) series are like the 1xxx series, the 2xxx series are entry-level phones . However, the 2xxx series generally contain more advanced features than the 1xxx series; many new 2xxx series phones have color screens and some have cameras and Bluetooth.Nokia 3xxx (Expression) series are mostly mid-range phones targeted to the youth market . Some of the models in this series are targeted to young male users.-Nokia 5xxx (Active) is similar in features to the 3xxx series, but often contain more features towards active individuals. Many of the 5xxx series phones feature a rugged construction or contain extra

Contn..
-Nokia 6xxx (Classic Business Series) series is

Nokia's largest family of phones. It consists mostly of mid-range to high-end phones containing a high amount of features. The 6xxx series isnotable for their conservative, unisex designs, which make them popular among business users.-Nokia 7xxx (Fashion and Experimental) Most phones in this series are targeted towards fashionusers, particularly towards women.-Nokia 8xxx (Premium) series is characterized by ergonomics and attractiveness. The internals of the phone are basic; however the physical handset itself offers a level of functionality which appeals to users who focus on ergonomics.-Nokia E-series is Enterprise series- Nokia N-series is Mobile Computer series- Nokia X-series is Multimedia series

Brand Equity Drivers.


Research and Development.

Innovation in the Products .


Distribution channels :Concept Stores, Shop-in-

Shops and through the internet web site, also possible to buy Nokia through not official retailers . Pricing strategy : It launches a product at a premium price, and in half a year decreasing it gradually by 30% total.

Competitors
Nokia has several competitors in huge mobile

phone industry. Competitors such Samsung, SonyEricsson, Motorola, Apple and future probably one of main competitors, Google with its Nexus-One Apple in the vision : i-Phone is one of main competitors with its innovative approach and totally different vision of how mobile phones need to look like. i-Phone has iTunes, useful tool for downloading software and music, basically iPhone is integration of mobile phone and iPod, popular mp3 player which transmit its popularity to i-Phone.

Brand Exploratory
Customer knowledge: Consumer brand

associations for Nokia might be innovative, high quality, worldwide, user-friendly, Popular ,comfortable and inspiring displays Nokia mental map.

Brand Equity .
Sports: Nokia had been the long term title sponsor for the

FIS Snowboard World Cup. International Ski Federation (FIS) and Nokia have signed a three-year sponsorship agreement ,which gave high visibility to Nokia in the 78 events around Europe, USA, Canada and Japan in the 1998-1999 season. Nokia continue to sponsor Extreme winter games, customers can see Nokia logos on sides of road for snow borders and Ski. Concerts: Nokia is sponsoring national and international music festivals, in contrast to any others by very unusual place to perform it every time. By using high technology, Nokia is going maximum away from common and turn to modern and innovative. It gives such an atmosphere that everybody will remember. Experiential marketing: In 2005, in big outlets in Russia buyers had the opportunity to run some tests with the phones Mp3 player and record their own track. T

CBBE
The customer-based brand equity pyramid for

Nokia is equally strong from top of pyramid tillend, Nokia has focused on both the superior product attributes and the imagery associated withowning and use Nokia mobile phones. Below the Nokia customer-based brand equity pyramidthat highlights main aspects

Recommendation
Nokia need to come with some fresh device to

market for improving on Nokia innovation to compete Apple i-Phone. i-Phone is something fresh for customers, so Nokia need to fight back to i-Phone . Sell more software Nokia need to start selling more software, games, videos, movies etc. through Nokia web site. It is a great opportunity to reach more customer loyalty and increase revenues.

Thank u
Please ask in case of any doubt .

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