Marketing Plan For

NOKIA
GROUP J:
Valeria Sarco
Ajla Kozljak
Andrea Ticu
Gracia Mukendi
Majd Sa’di
Marinella Koskela
a) Company overview
Mission; “Connecting People”
• Building great mobile products  connecting billions
• Enhance the mobile phone communication f
• Delivering high quality mobile devices

Vision; “To expand the human possibilities of the connected world”

• Shaping the future of technology

Nokia’s Values
• Respect
• Challenge
• Achievement
• Renewal
Company overview
• Strategic Objectifs / Goals
• Ensuring satisfactory working conditions and equal employment
• Maintaining world class ecological achievement
• Helping operators deal with the constant growth in mobile data traffic
• Enhancing sustainability in the supply chain;
• To partner with NGOs

• Current Performance
• Used to be nr. 1 Not able to keep up with smartphones
• lack of innovation
• world-wide renowned brand with an excellent reputation
• Slowly improving.
b) Market Overview

Consumers
• Nokia coming back on their feet stronger than ever
• Nokia mostly known for phones and tablets
• In TODAY rising digital world, everyone in need in such a device
• People want to be : connected 24/7, updated to all information,
entertainment, social status
• People use it anytime anywhere
 Consumers
• Nokia and competitors have diverse range
of customers
• In past only business people used
smartphones
• Today’s range goes from toddles to elders
• Companies have tough job satisfying such
range of people and different needs
 Consumers
• Nokia 3310 most popular phone ever made,
it remind customers of golden times
• Batery lasted up to 5 days, customers loved it
-> This has given them reliability and created trust
• Demand for Nokia has dramatically fallen,
due to competitors innovative offerings
Consumers
• Customers of Nokia do not care about outside look or features
• They buy it out of nostalgia, due to simplicity and ease of use
• Main CUSTOMERS: business people
-> need of simplicity and well protected data
• Nokia has great customer service
• Potential new customers of Nokia : Anyone in need for simplicity
again, combined with quality, but also modern digital features, all in
one
Collaborators

• Marketing Tactics is a set of methods to promote certain goods or

services of a business:
- Product: “world’s largest mobile phone manufacturer”
- Brand: “good old days”, melancholy
- Price: worth the money
- Communication: “connecting people”, empowering
everyone to share and make most of their lives by
offering irresistible experiences
 Competition
• Market getting more competitive each day
• People demands growing
• Offering of very similar features/smartphones
• Two main competitors Apple and Samsung- No.1 in world
• Each year new update version of the smartphones and apples
• Constantly offer more options, futuristic design, features, but also
INCREASED PRICE!
• Impressive marketing strategy
Competition
• Hard for Nokia to compete with Samsung and Apple
• Competition going after people’s demands so fast
• Futuristic design
• Improved options
• Visual features
• User friendly
ECONOMIC BASE OVERVIEW
• 6 IMPORTANT FACTORS:
1. Interest rates
2. Exchange rates
3. Recession
4. Inflation
5. Taxes
6. Demand and supply
-Nokia’s economic base Is worldwide( customers, suppliers, parners,
employees)
- Changes in economy of these countries -> influence the company’s
productivity
Context – Business Base

Microsoft sold the brand to 2 companies:

• brand name went to HMD
• Manufacturing, distribution, and sales to Foxconn
Impacts of Technological
Evolution

• Technological Evolution Nokia’s biggest challenge.

• Android + Apple’s IOS apps influence the market of mobile
phones.
• Windows Phone (operating system) is limited.
• However, if Nokia would produce other types of mobile devices
(tablets/wearable devices) it would reduce competitiveness.
 Sociocultural trends
• If a business wants to succeed it has to take into account all
social + cultural trends.
• International brands are challenged main focus should be the
need of customers.
• Market research most important element.
• Various social factors : lifestyle, buying habits, education, social
classes + people surrounding a customer impact the revenue of a
brand/business.
• Nokia found it hard to adapt to the fast changing market conditions.
• Most challenging factor the public switching to smartphones.
Regulatory forces
• Taxes
• Trade policies
• Politics
• Economic policies
• The market structure and competitors
Physical changes
• Consumer behavior
• Technological development
• Media and advertisement changes

• Market changes:

1.consumers
2.new competitors
3.suppliers
4.supply chain and distributors
 SWOT
Strengths
• Experience – 142 years
• User friendly – Tenacious
• Largest system of selling and
distribution
• Strong client connection
• Durability
• Long battery life
• Global Expansion
Opportunities
• Other hand held gadgets
• Increase their presence in
the 3G and edge markets
• Improve and innovate on
camera quality
• Mini notebooks

Weaknesses
Threats
• Many of the new handsets of
• Samsung and Iphone –
Nokia are a total fiasco
• China mobiles
• Low voice quality
• Cheap and wide range
• Less polished low price
models from different
products
Smartphone producers
• Lack of innovation
 c) Goals

a) Monetary goals

• Keep it realistic while keeping the company’s current situation in mind.

• We envision an 8%-10% profitability for the Nokia Networks.

• We aim for a minimum of 600 million in revenue for Nokia Technologies in

2017
 a) Strategic goals

Focus on transformation, growth and innovation.

Aim is to;
-Design new cloud driven business models
-To build the future’s networks, this will require a technological driven
change.
 b) Market objectives
Consumers
Reach a wider range of customers.
•Appeal to the younger generation.
• Ultimately capture consumer lifetime value.
Collaborators
The emphasis on innovation cannot be stressed enough
• Include more innovators
• Early adopters as part of our marketing campaigns
 Competition

• They are making a comeback with new smartphones and other

devices

• They will offer great quality- PEOPLE IN NEED FOR THAT

• Demand of Apple and Samsun falling- they have nothing more to

offer- PRICE too high
 Competition

• Customers realizing they don’t want to buy phone only for outside
design

• Everyone who seeks for security, quality will go for NOKIA

• Improved customer service

• Affordable prices

• Simplicity and ease of use- NOSTALGIA

 Company
• Tested high quality materials

• Checked manufactories

• Improve quality & durability

• Higher income

• More satisfied customers

CONTEXT

• Influence current context of high end & highly technological smartphones

• Relay on targeted advertising

• Carry messages base on past

• Change market view and trends of the products

• Re- introduce/transform famous product- NOSTALGIA

STRATEGY
a) TARGET MARKET
Market segmentation
• Demographics
• Behavioral
• Geographic
• Psychographics
Targeted Segments:
• Hi-fliers: corporate executives, business men
• Trendsetters: early adapters
• Social contact: housewives, young children
• Assured: CEOs, celebrities
Context – Economic Base
• Interest rates
- Customer’s buying behavior as well as company’s buying activities
• Exchange rates
- International customers and suppliers
• Recession
- Many negaitive outcomes
- Buying behavior of customers
Context – Economic Base
• Inflation
- Business costs
- Increase in profits
• Taxes
- Corporate taxes, VAT, environmental taxes…
- Affecting business costs and buying behavior of customers
• Demand and Supply
- Outcome of all the different factors
BUSINESS BASE
• Most important -> Nokia’s manufacturers(China, Brazil, India)
Political+ economical issues ->threats

• Technological Evolution: Apple + Samsung smartphones

Future opportunities(new devices)

• Sociocultural + physical changes: Consumer needs+ natural

calamities
Value proposition
Customers
• Value proposition: Simplicty if use combined with high quality and
acceptable price
• Positioning statement: For everyone who is in need of simplicity and
quality, our company is the solution to your needs.
Collaborator Value:
• Value proposition: Understanding and successful collaboration will
make it work.
• Positioning statement: For every manufacturer who collaborates with
us, we provide valuable prices and we expect good outcome.
Company value:
• Value proposition: With collaboration and good risk management,
effectiveness and efficiancy will lead us to win.
• Positioning Statement: Effective communication together with skilled
employees and an efficient strategy will lead us to success.