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 By :

 Hemant Dutta
 ITM batch 34
 History
 Mission statement
 Brand personality
 Market Segmentation
 Market Targeting
 Positioning
 4Ps
 BCG Matrix
 SWOT analysis
 Why Nokia ?
 Nokia
 Samsung
 LG
 Motorola
 Sony Ericsson
 Micromax
 Spice mobiles
 Karbonn
 Nokia is a Finland based company, incorporated in 1967.
 Nokia started of as a pulp, rubber and cable manufacturing company to a major
manufacturer of mobile devices.
 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.
 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
 Nokia focused on building customer relationship
and trust.

 Building friendship and trust is the heart of Nokia


brand.

 Logo shows their brand personality.


 Law Of Contraction:
A brand becomes stronger when you narrow your focus.
 Law of Credentials:
The crucial ingredient in success of any brand is its claim to authenticity.
 Law of Publicity:
The birth of brand is achieved by publicity.
 Law of Advertising:
Once born the brand needs advertising to stay healthy.
 Law of Mortality:
No brand will live forever .Euthanasia is the best solution.
 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.
 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.
e.g. Nokia 1100 set has
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
and the way to use it .
 Nokia has a reasonable price for every
series.
 Price is listed on every packing
 Nokia also offer cash allowances:
 By buying 1200 and 1208 get 50Rs
 75Rs on buying 1650
 100 Rs on buying 2630 and 3110
 200 and 250 Rs on buying 6300 and 5310
 Channels:
Nokia > Distributer > Whole seller >
Retailer > Customer
 Coverage:

Nokia is widely available all over Pakistan


 Distributer:

Nokia main distributer are I2,United


mobiles, Mobile zone and Advance
telecom.Nokia mobiles are mostly available
through every mobile outlet
 Advertising:
1. Though TV , Sign boards , Bill boards , Radio and
Newspaper
2. Broachers , Posters ,Dummies and display stands
 Personal selling:
By product training to Distributer(what is
product)
 Sale promotion:
1. Gift like Yamaha bike , Philips TV , Mitsubishi split
AC , watches and digital diary
2. With N73 mobile offer 2500Rs original Blue tooth
free
3. With 6220 offer leather Wallet
4. With 6300 offer caps and shirts
 Entry level: (Rs 2,500-6,000)
Target - Low income people and first time mobile buyers.
Sets-1200,1208,1100,1110,1112 etc
 Classic Series:(Rs 7,000-17,000)
Target - Decent people .
Sets 6300,6233,6120,3120 etc
 N gage series:(Rs 8,000-16,000)
Target - Game lovers /young crowd .
Set - play station , PSP and Xbox
 Xpress music:(Rs 13,000-35,000)
Target - Music lovers .
Sets -5220,5310,5800,5610,5320 etc

 N-series:(Rs 18,000-50,000)
Target – Technogy lovers.
Sets - N70,N73,N95,N96,N80,N81,N91 etc

 E-series:(Rs 18,000-60,000)
Target - Business people.
Sets -E51,E66,E71,E61i,E90 etc

 Premium series:(Rs 80,000-1,500,000)


Target – High class businessmen,celebreties.
Sets - Sephira arte,8800Gold,8800arts etc
In Pakistan a developing country nokia has
mainly targeted
 Entry level
 Classic
 Xpress music series
Market Growth Rate

?
N –series
Premium series
Xpress music
E-series

Entry level
Classic series N-gage series

Relative Market Share


Strengths
Weaknes
• N Gages
is a flop.
•Durability
• Low voice quality
•Long battery life
• Less stylish
•User friendly
• Heavy sets
•Global Expansion
• Market skimming
•Brand loyalty prices of high sets

•Use of Carl Zeiss lens


Opportunities
Threat
•Mobiles with computer
window
s
•China mobiles.

•Looking at competition
•New growth markets which is taking away its
market share
• Other hand held devices
•Orange, Vodafone and O2
•Well designed and styled sets and many other operators
are globally selling their own
•Increase their presence in the brands of phone.
CDMA market, which they are
•Company in China
just entering, as well as 3G and
Edge.
•Country situation
 The largest market share ever gained by Nokia
is in Peshawar 88% more than allover Middle
East and Africa
 Largely available
 Greater network coverage
 Easily repaired
 Changeable body casing
 Updating software
 Use of Carl Zeiss lens
 Only dealing in mobiles
“ Nokia is world third richest company ”
Presented By :
Hemant, Varun, Rashmi

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