brand dossier on nokia
DESCRIPTION
BRAND DOSSIER ON NOKIA. GROUP MEMBERS : AAYUSH JAISWAL ABHINABA DAS AMAN MORE NIKITA GARG. AGENDA. Overview of Nokia Market Segmentation Generic Competition Strategies Adopted Analysis of Hypothesis SWOT Analysis Future Prospects & Recommendations. Overview of Nokia. - PowerPoint PPT PresentationTRANSCRIPT
BRAND DOSSIER ON NOKIA
GROUP MEMBERS :AAYUSH JAISWAL
ABHINABA DASAMAN MORENIKITA GARG
AGENDA Overview of Nokia Market Segmentation Generic Competition Strategies Adopted Analysis of Hypothesis SWOT Analysis Future Prospects & Recommendations
Overview of Nokia
History of Nokia
Positioning and
Repositioning
• History of Nokia :
1963 •Nokia produced the first radio phone
1991 •World’s first GSM call by Nokia
1992 •Launched its first digital GSM phone (Nokia 1011)
1996 •Was leader in the field of telecommunication
1997 •The addictive game “snake” launched on Nokia 6110
Contd.
1998 •World leader in mobile phones
2005•Nokia sold its billionth phone – Nokia 1100
2010 •Nokia started losing its control over the market
2011 •Nokia went in collaboration with Microsoft
2013 •Microsoft takes over Nokia
• Positioning and Repositioning :
• Nokia understands what people want in life, and how it can help.
• Nokia lends personality to its products, without even giving them specific names.Positioning
• Affordable mobile phones with Web and other applications.
Repositioning
• Replacing Symbian OS with Windows 7.
• A £80 million global campaign of over 6 months.Future Repositioni
ng
Market SegmentationDemographic
segment (Income)
High income group
Medium income group
Low income group
Psychographic segment (Lifestyle)
Connect customers
Achieve customers
Explore customers
Generic competitors
High End
Apple
Sony
Black-
berry
HTC
Low End
Micr-
omax
Spice
LG
Dell
Strategies Adopted
Advertising Sales promotion
Distribution channel
Tackling competition
• Advertising Strategies:
Entry level phone user – “Made for India”
Rural India – “Aap ki jeevan ki Dore”
Young generation –“Ab jo hoga zoom karke dekha
jayega”
Business class – “It’s not just a phone,its who you
are”
• Sales promotion strategy: Reduction in price of handsets in Chinese New
Year.
Donating 4.5 % of the sales to charities.
Rebates, coupons & loyalty programs.
Launching of Windows phone.
• Distribution Strategy:Not investing in opening retail stores due to
recession hardships, rather than selling online.
Opening Concept stores (Nokia Priority) as one stop solution.
Opening outlets so that their sales get increased & they could bring in more profits.
Concepts of Multi-Brand dealers like Mobile Store, Hotspots, so that more number of people buy Nokia phones.
Individual retail stores are also there selling Nokia phones now.
DISTRIBUTION
CHANNEL
WHOLESELLER
OWN STORES
RETAILERS
ONLINE INTERNET STORES
• Tackling Competition:Stress on quality and brand.Problem of battery heating was solved.Design studios in Bangalore.700 priority dealers & 11,000 authorized
dealers.Focused on design, marketing and sales
promotion.Providing excellent after sales service
support.
HYPOTHESESNokia has better features than other brands
People will buy Nokia more if it has android platform
Nokia Lumia is a youth-centric phone
• HYPOTHESIS 1: Nokia has better features than other brands
Good battery life
Value for money
Looks Operating System
Camera Status Symbol Satisfaction Level
Service Center0
510
1520
253035
4045
50
SELECT THE FOLLOWING ATTRIBUTES ON THE FOLLOWING PARAMETERS?
Samsung Blackberry Nokia HTC Apple Sony Micromax
Justification to Hypothesis 1 The survey which we had taken from the
respondents
clearly depicts that Nokia has some better features compared to other brands. Out of the given seven features , Nokia has been rated as the best in the four features (Good battery life, value for money, service centre, satisfaction level) followed by Apple and Sony.
• HYPOTHESIS 2:People will buy Nokia more if it has android
platform.
26%
43%
9%
22%
If Nokia comes up with Android feature then what will you do?
Will switch overMay or may not switchWill not switch overNot bothered
Justification to hypothesis 2 We are inferring that 26 % of the respondents
are ready to switch over to Nokia with android platform while 43 % might or might not switch over . The remaining 31 % respondents are not bothered or will not switch over to Nokia with android platform. Thus we can say that there are chances of people switching over to Nokia when it comes to Android platform.
• Hypothesis 3:Nokia Lumia is a youth-centric phone.
1 2 3 4 5 6 70
10203040
Rank the following handsets as closer to the title of "Youth - Generation"
brand?
Sony Xperia Z Samsung galaxy Nokia LumiaHTC one Blackberry Bold Iphone 5Micromax Canvas
Justification to hypothesis 3 We came to the conclusion from our survey
that Samsung Galaxy is the closest to the youth-generation brand followed by I phone 5 at the second then Nokia Lumia at the third followed by the rest of the brands. Thus we can say that Nokia Lumia is among the top three youth-generation brand which clearly states that Nokia still has a good hold in mobile phones.
STRENGTHUser friendly with many accessories.High resale value compared to the other phones. WEAKNESSNon trendy operating system.Slow to adopt new ways of thinking.
OPPORTUNITIESHigh growth in Telecom industry.CDMA market. THREATS
Inexpensive Asian brands.To maintain its position from its competitors
SWOT
FUTURE PROSPECTS & RECOMMENDATIONS
Needs to power up the brand strategy, “Connecting People”
Needs the leadership to demonstrate that it can turn the hard into the possible.
Nokia can be fashionable again.
Needs to inspire an authentic community .
Thank
You..