Company analysis

Nokia as a Company

Turnover

Nokia in India
Market in India Segmentation Products (Signature Products, Milestone Products) Target Customers Pricing Strategies

Branding SWOT PEST

Positioning

Nokia was established in 1865 as a wood pulp mill by KnutFredrik Idestam. The company was later relocated to the town of Nokia by theNokianvirta river, which had better resources for hydropowerproduction. Finnish Rubber Works acquired Nokia Wood Mills as well asFinnish Cable Works. These three companies were merged to form Nokia Corporationin 1967. The seeds of the current incarnation of Nokia were planted withthe founding of the electronics section of the cable division inthe 1960s. In the 1967 fusion, that section was separated into itsown division, and began manufacturing telecommunicationsequipment.

Simplified information distribution across the department or the entire organization Timely access to critical information Latest, up-to-date materials, delivered to:
C:\ drive on your laptop, tablet, desktop, or rugged PC Local file system on your mobile device

Automatic updates for remote workers and remote applications

Employees spend on average, one third of their time out of the office, and almost half their time in the office away from their desks.
Simpson Carpenter Survey September 2005
2007 Nokia confidential

By 2009, there will be more than 878 million mobile workers worldwide.
IDC, 2005

Reliable business phones

Effective support

Fully-functional applications

The story so far In 1865, mining engineer Fredrik Idestam sets up his first wood pulp mill at the Tammerkoski Rapids in south-western Finland. A few years later he opens a second mill on the banks of the Nokianvirta river, which inspires him to name his company Nokia Ab in 1871. How apt that Nokia begins by making paper one of the most influential communications technologies in history.

Beyond messaging

Know where you are and find where youre going Experience browsing like youre used to

Location

PIM

Stay better organized and get in touch faster with integrated Contacts, Calendar and Email. Access intranet and web-based business tools easily and securely. Talk more ways with one device Be prepared if device lost or stolen

Internet

Intranet

Enhance your image - elegant design, prestigious materials and fine finishing touches Multi-task for greater efficiency

Design Performance

Business Voice
Security

NOTES

Market Segmentation Nokia engages in the following levels of marketing: Segment Marketing Nokia offers designs, features and functionality thatcaters to the demands of the market segment. E.g. NokiaNgage (gamers) Niche Marketing Nokia also has products for customer groups seeking adistinctive mix of benefits and are ready to pay a premiumprice for it. E.g. Nokia N96, E71

Sales Tools, Parts lists, Intranet Content, Documents, Data,

Company Brochures Presentations Pricing Updates
Marketing

GAL Phone List Intranet Site

Human Resources

Operating Reports Executive Dashboard Accounting Financial Data Compliance Info Contracts
Legal

Nokia Intellisync File Sync

As files change on the corporate network, the files are automatically updated on remote devices

2007 Nokia confidential

Nokia has managed to stay ahead of its competitors by targeting consumers at the Bottom of Pyramid (BOP)along with other segments. high Income Group Caters to the upper segment of thesociety with high purchasing power.e.g. Nokia 8800Sapphire, N96, E71 etc Medium Income Group Caters to that segment whichgives more importance to value for money e.g. N72,N73,Nokia 6300,Nokia 5300 (Xpress Music) low Income Group Caters to the consumers in BOPsegmentNokia 1100, Nokia 2100,Nokia 3310,Nokia 3315, Nokia 2300

As a big company Nokia is able afford more promoting andadvertising that smaller, less successful companies. Mass marketing by sponsoring events that will be viewedby large amounts of people in their chosen marketsegment.

Effective use of print media : Advertisements for businessphones found in Economic Times. High end phoneadvertisements found in magazines such as Lifestyle.
Effective use of television : Advertisements that Indians canidentify with. Using ShahrukhKhan as Brand Ambassador.

Sony Ericsson In mid-income group and high-income groupN-series faced a lot of competition from the Sony Ericsson W-series.y Motorola In youth segment (MotoRazr, MotoYuva)MotoRazr appealed to the youth segment on account of its looksand MotoYuva on account of its features and low price.y Samsung In mid-Income group segment.E-840, E-251 provided a tough competition to nokiaphones inthe 5000-9000 price segment.

Availability is word for distribution and care system atNokia.

700 priority dealers and 11,000 authorized dealers andmany more in every nook and corner of country. Conversion of mobile into FMCG category. Till 2003 , bulk of mobile sales was thru grey marketonly.

Strengths 70% Market share in India Goodwill in India Well known in rural segment as well. Good battery life. Detachable panel. Only changing the panel for afraction of the cost gives the phone a look of as goodas new. Good reach as far as service centers are concerned. Have mobile phones for all segments

Launch of Apple s iPhone Threat from Chinese made mobile phones (lower endsegment). Probable launch of VOIP handsets in India.

TRAI has recently authorized the use of VoIP in India. VoIP will decrease mobile tariffs to as less as 10 to 40pper minute for STD calls and free local calls. VoIP handsets may be floated in India for as less as Rs.800 (Chinese make) to Rs. 15000 for high end modelsby leading players such as CISCO. Low tariff rates and low cost handsets may result inhuge drift towards VoIP from GSM and CDMA, Therefore, Nokia should think about positioning itself in the VoIP handset segment as well.

Opportunities Nokia's leadership in the area of mobile phones and its versatility open the company up to a wide variety of communications and mobile device possibilities -- markets that are growing throughout the world. Threats Nokia is facing a number of threats from companies such as Apple, Google, and Research in Motion, all of which are investing heavily in the mobile phone industry in an attempt to gain dominance.

The Nokia Asha family has received tremendous consumer response. With the launch of Nokia Asha touch range, we are strengthening our range of mobile Internet devices," Nokia India Director Marketing Viral Oza told reporters here. Asha 305 will be priced at Rs 5,029 and is available in the market, while Asha 311 will be available August 12 onwards, priced at Rs 7,139, he added. Globally, there are about 10 devices under the 'Asha' series. Though the company did not give out how many Asha users are there in the country, but Oza said as many as 2 million people access social networking site Facebook through their Asha handsets. The Asha 311 is a 3.5G capacitative touch screen phone, 3.2 MP camera, pre-installed Nokia maps and is powered by a 1GHz processor. The Asha 305 is a dual SIM phone with 3-inch resistive touch screen and 2MP camera.

Primary camera sensor size: 8.7megapixels Camera: Nokia PureView Display size: 4.5'' Processor name: Snapdragon S4 Maximum 3G talk time: 10.8h Maximum 3G standby time: 460h Music playback time: 74h

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