PRESENTED BY

THE SPARTANS
o m. romaan qamar
o kumail hassan
o farhan anjum
o mohsin ali saraj
o zard ali khan
SZABIST , ISLAMABAD
 ACKNOWLEDGEMENT
All the praises and thanks are to ALLAH, the most
beneficent, ever merciful and king of the day of
judgment. We offer our humblest thanks and special
praises to our Holy Prophet MOHAMMAD (SAW)
whose moral and spiritual teachings are a forever source
of guidance and knowledge for humanity as a whole.
We feel out first and foremost duty to express our
grateful appreciation and thanks to our teacher
Ms. RABIA. Her illustrious advise, keen interest,
encouragement and constructive criticism were the real
source of inspiration during the completion of the
project.
 Presentation Include
Introduction Strategies Adopted

Brand Personality Competitors

Marketing Mix Issues

Product Mix SWOT Analysis

Macro Environment CSR

STP Questions ???

HISTORY OF NOKIA
 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
 Introduction
Evolution of Mobile

History

Mission

Vision

Why Nokia on Top ?

 History
A leading player in mobile communications all over the world,
NOKIA first started operations in the early 1980s

The NOKIA "arrows"

NOKIA Company logo. logo before its
Founded in Tampere Connecting People
in 1865, logo 1966. logo.

Finnish Rubber Works "Connecting People"

Ltd, Helsinki:1898 slogan, invented by
Ove Strandberg.
 History of NOKIA
 Nokia is a Finland based company, incorporated in
1967.

 Nokia started of as a pulp, rubber & cable

manufacturing company by Knut Fredrik Idestam in
1865.

 Finnish Rubber Works acquired Nokia Wood Mills 

Telephone & Telegraph cables.

 Nokia Corporation created - 1967 - paper products-

car tires- personal computers - cables.
 History of NOKIA…
 Nokia began developing the digital switch (Nokia DX
200) which became a success.

 In 1970, Nokia started taking an active interest in the

power & electronics businesses.

 In 1987, consumer electronic became Nokia’s major

business.

 1991 Nokia - agreements to supply GSM networks -

nine European countries.
 History of NOKIA…
 Between 1992 & 1996, the company exited from the
rubber and cable businesses

 August 1997 Nokia - GSM systems to 59 operators in

31 countries.

 It’s the leading manufacturer of mobile devices.

 Nokia offers a wide range of mobile devices with the

experience in music, video, imaging, gaming and a lot
more.
 Mission
“In a world where everyone can be
connected, we take very human
approach to technology”

Connecting is about helping people to feel close to

what matters. Wherever, whenever, Nokia believes in
communicating, sharing, and in the awesome potential
in connecting the 2 billion who do with the 4 billion
who don’t. If we focus on people, and use technology
to help people feel close to what matters, then growth
will follow. In a world where everyone can be
connected, Nokia takes a very human approach to
technology.
 Vision
The Vision of Nokia:

“Our vision is a world where everyone

can be connected. Our vision is to
ensure that 5 billion people are
always connected at any given point
and to achieve 100 fold more
network traffic”
 Why NOKIA on Top ?
 Developing affordable mobile devices that can
contribute to increased economic growth and quality
of life
 Constant innovation. Focusing on human technology;
enhancing communication and exploring new ways to
exchange information.
 That’s why Nokia will never stop finding new ways of
connecting people.
 Brand Personality
Nokia focused on building customer, relationship
and trust.

Building friendship and trust is the heart Nokia

brand.

Logo shows their brand personality.

 Marketing Mix : 4Ps
Product
 Variety
In every series of Nokia there are large number
of sets thus large variety. e.g. entry level include
1200,1208,1100,1110,1110i,1112 etc

 Quality
Nokia gain brand personality and market shares
because of its quality.
 4Ps….

 Design
Nokia sets are of various design such as
Flip sets , Flat sets, Slide sets , Sets with
rotating camera etc

 Features
Each set of Nokia has its own features .
The models of Nokia are based on
features.
 4Ps….
 Brand Name
Brand name is written on each set.
 Packaging
On packaging of Nokia set detail
information about the set is given and
packing is made attractive by picture.
Each set has its own booklet with
information about its features.
Price
 Price targeting both the ends
 Price range from Rs1999 to RS 62700
 Pricing strategy
 Nokia also offer cash allowances.
 Promotion
Advertising:
 Though TV , Sign boards , Bill boards ,
Radio and Newspaper
 Broachers , Posters ,Dummies and display
stands

 Personal selling:
 By product training to Distributer.

 Sales Promotion
Public Relations ( PR )…
Nokia has strong PR. They keep on doing some or the
other new events, programes 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.
Place
 Channels
Nokia > Distributer > Whole seller > Retailer >
Customer

 Coverage
Nokia is widely available all over PAKISTAN

 Distributer
Nokia main distributer are : United mobiles, Mobile
zone and Advance telecom.Nokia mobiles are
mostly available through every mobile outlet
 Product Mix of Nokia
• 1000–9000 series
• Nokia 2000 series – Basic
series
• Nokia 3000 series –
Expression series
• Nokia 5000 series – Active
series
• Nokia 6000 series – Classic
Business series
• Nokia 7000 series – Fashion
and Experimental series
• Nokia 8000 series – Premium
series
• Nokia 9000 series –
Communicator series
(discontinued)
 Macro Environment of Nokia
 POLITICAL FACTOR

 ECONOMIC FACTOR

 SOCIAL FACTOR

 TECHNOLOGICAL FACTOR

 ENVIRONMENTAL FACTOR:
Macro Envirnoment of NOKIA
• POLITICAL FACTOR:
Nokia reported spending $5.4 million on lobbying in
the U.S. in 2007 and $2 million on lobbying in 2008.
• ECONOMIC FACTOR:
Nokia had to change its functions from single market
to global market due to collapse of Russian
Federation.
• SOCIAL FACTOR:
Nokia has been a member of the United
Nations Global Compact since 2001
Macro Environment of NOKIA
• TECHNOLOGICAL FACTOR:
Improvement or Changes in technology

• LEGAL FACTOR:
Patents right on technology

• ENVIRONMENTAL FACTOR:
Environmentally ethical considerations
amongst suppliers.
Life cycle impact of NOKIA throughout the
supply chain
Segmentation Strategy
Geographic:

oNokia immediate geographic target is urban PAKISTAN.

oThe total targeted population is estimated at 100 million.

Demographic:

oMale and female.

oAges 25-50, this is the segment that makes up 80% of the Nokia
mobile phone market according to the NOKIA Ltd.
oProfessionals and College students.
Consumer Segment
• Light Users
• Medium Users
• Heavy Users
Heavy Users
Target segment is heavy users

 They chose this Category because heavy user have

ability to buy their product.

In this category users like, latest products with

latest features.

Heavy users want something new and stylish.

Target Market
Nokia has mainly targeted

Target market for the Nokia mobile phone is between ages

20-40.

Who want to use Something Special

International Students

Teenager and Business class

POSITIONING OF Nokia
Nokia has created a distinct position in
customer mind by

Nokia logo…..>

Slogan……> “Know our past. Create the future”

Latest Ring Tone

 Competitors
Many Competitors in this area

 Samsung
 Sony Ericsson
 LG
 Others……….
% Share

• Nokia 37.2%
• Samsung 17.3%
• SonyEricsson 9.8%
• LG 8.5%
• Others…….
 RIVALRY AMONG
COMPETITORS

• INDUSTRY GROWTH RATE: The industry has grown by

just 10% during 2008. This is down from the growth rate
seen in 2007.
• CONCENTRATION AND BALANCE: The major players are
Samsung, Sony Ericsson, LG and china mobile.
• INFORMATIONAL COMPLEXITY: Devices are becoming
more complex and getting features (picture, audio, video) that
are outside the core competencies of traditional
manufacturers.
 BARGAINING POWER OF
BUYERS
• BUYER INFORMATION: Buyers have comparative information
about the product in terms of price and features.

• BUYER CONCENTRATION: Network operators are relatively

concentrated and large service providers have high bargaining
power.

• SWITCHING COSTS: Individual buyers have low switching costs

and are price or feature sensitive.

• PRODUCT DIFFERENCES: Low degree of product differentiation

and any new feature or technology is quickly imitated.
 BARGAINING POWER
OF SUPPLIERS

• SWITCHING COSTS: A large number of suppliers for non critical

components.
For critical components suppliers work closely with companies as they
involve joint development of specialty inputs and sub-systems.

• IMPACT ON DIFFERENTIATION : Companies could switch suppliers for

non critical components but are closely tied to them for critical components
and sub-systems.

• THREAT OF FORWARD INTEGRATION: Suppliers do not pose any

credible threat of forward integration even though they are outsourced.
 THREAT OF NEW ENTRANTS
-ENTRY BARRIERS

• PROPRIETARY PRODUCT DIFFERENCES: Technology and product designs

are protected by patents.
• BRAND IDENTITY: Powerful brand identity of the existing players developed
through advertising and product excellence.
• ECONOMIES OF SCALE: High fixed costs means that volume is essential to
companies.
• CAPITAL REQUIREMENTS: Activities such as R&D and advertising requires
large capital commitments.
• EXPECTED RETALIATION: Existing competitors have the financial clout to
deter new entrants.
• ACCESS TO NECESSARY INPUTS: Suppliers work closely with existing
companies and therefore critical components may only be available at a
premium.
Basis of Competitive
Advantage

• Product competitiveness : Nokia profitably competes in all

mobile device segments from entry-level to high-end. It has the
broadest product portfolio in the market.
• Customer satisfaction : Nokia uses customization to gain greater
customer satisfaction
• R&D effectiveness : Nokia spent about USD 3.4 Billion on R&D.
• Demand-supply network alignment : Nokia captures its
potential upside in high-demand situations by aligning its demand-
supply network.
 STRATEGIES

• Price Strategy
• Market Strategy
Push
Pull
• Battery Strategy
 PRICING STRATEGY

• Pricing Strategy Matrix

• Premium Pricing
• Penetration Pricing
• Economy Pricing
• PRICE Skimming
 BATTERY ISSUE

Three types of batteries are currently available for

consumers
• Original Nokia batteries.
• Batteries manufactured by third parties sold under
own brand or no-brand
• Counterfeit batteries
Nokia Batteries Meet ALL
International Safety Standards
• Continuous control of the production and intensive
product testing.
• Original Nokia batteries comply with all international
standards, such as UL2054, UL1642,IEC 60950 etc.
• Manufactured with safety circuit, highest quality
materials, correctly designed safety vent and clean,
stable manufacturing process.
Cases of Exploding Batteries
• 30-40 cases globally of exploding non-original
batteries.
• Primary root cause of non-original battery failure is
internal short circuit in the cell.
• Vast majority of short circuits caused by “traumatic
event” (i.e., dropping the phone) which jeopardizes
integrity of poorly manufactured batteries.
• In each and every case, the battery in question has
proved to be a non-original battery (either third-party
or counterfeit) which did not include industry
standard safety measure.
Nokia’s Response to Faulty & Illegal
Batteries
• Nokia took all possible actions to ensure customer
safety and satisfaction.
• Launched customer service program to help
consumers and retailers recognize non original
batteries.
• Replaced the batteries that were manufactured during
that period with original one & that too free of cost.
SWOT ANALYSIS

STRENGTHS

• The Leader in the Industry

• user friendly phones
• High quality and professional team in the HRD Dept and
a very strong R&D Unit.
• Strong Financial Backing.
• Great features of Nokia Handsets.
• Strong Customers Relation.
WEAKNESS

• Heavy in weight ( Most Models ).

• Expensive than other competitors.
• Big in Size ( Difficult Handling )
OPPORTUNITIES

• Targeting right customers at right time.

• Increase their presence in the CDMA market, which
they are just entering, as well as 3G and Edge.
• Can increase their Growth rate by reducing their
profit ratio.
• Tax Reduction
THREATS
• Strong Competition.
• Saturation in Current Market
• Challenges of Continuous Technological
Development.
CORPORATE SOCIAL
RESPONSIBILITY
Environment
-Recycling
-Packaging
-Transporting

Nokia helping hands

-Blood donations
-Fund raising
-Volunteering at hospitals
-Arranging activities for under privelege
CSR contd……………
Corporate giving
-Disaster relief
*drought in Euthopia
*Sichuan earthquake in China
*Cyclone nargis in Myanmar

-Disaster recovery
*Southeast asian Tsunami
*Earthquake in Pakistan
 Conclusion

• Targeting Millions of internet users

• Low cost web enabling by 2010

• Focusing on the lower end of the society.

THANK YOU!!!