Presented Presented By.By.

GROUP MEMBERSGROUP MEMBERS Pratik Mukane-Pratik Mukane- About the Company About the Company Harshali-Harshali- Strategies Strategies Maitreyee-Maitreyee- Connecting with the audience Connecting with the audience Anushree- Anushree- Communication challengesCommunication challenges Rahul Unde-Rahul Unde- Perspective Perspective Apoorva Pagar-Apoorva Pagar- Result and Evaluation Result and Evaluation

About the Company

Nokia in India Set up 1st manufacturing facility. Three R&D centers in India. Second largest market for company globally.0

Founded in Tampere, Finland in 1865. Mobile phone, multimedia computers, Network. Sites in 7 & Sales in more than 150 countries. In R & D presence in 16 countries. Key developer of GSM. Launched its 1st GSM phone 1011. Nokia tune was introduced in model no- 2100.

Some first of Nokia in India In 1995- First mobile phone call made in India on a Nokia

phone and network. In 1998- First Indian Ring tone in 5100 model. In 2003- First made for India phone (1100)

Achievement Ranked No. 1 Trusted brand surveyed by Brand Equity.-Mr. Olli-Pekka Kallasuo President and CEO, Nokia corporation said-We are humbled by the trust and faith, that our consumer have shown in Nokia, becoming most prestigious achievement for us.

Mr. D. Shiva Kumar VP & MD of Nokia India said- “It is a very momentous occasion for us to be number 1 most trusted brand in India” No.1 MNC in Country. No.1 Telecommunication equipment vendor for five consecutive years. Ranked world’s 4th most valuable brand.

Nokia’s P.R. Agency - Ogilvy PR Group

Ogilvy and Mather PR was founded in 1980. Started offices in London, India & Indonesia. It is also the fastest-growing major network. Operating in the Asia-Pacific Region. Ogilvy and Mather was subsequently renamed. In 2002 Marcia Sinversman named CEO.

Clients Mobiles:- Nokia, Motorola Computers:- Intel, IBM, Vehicles:- Ford, BMW, Rolls-Royce

STRATEGIES OF STRATEGIES OF NOKIANOKIA

STRATEGIES OF NOKIASTRATEGIES OF NOKIA

According to company executives and industry experts, Nokia's strategy combined focusing on the mobile phone market, establishing crucial distribution partnerships, making early investments in manufacturing and brand-building, and developing innovative product features -- such as mobile phones that could double as flashlights

D. Shivakumar, Nokia India's vice president and country manager, believes that focus played a key role in the company's growth in India. “Nokia was completely focused on mobile phones; others had consumer electronics, home appliances, etc”

According to Experts and Executives

COMMUNICATION COMMUNICATION STRATEGIESSTRATEGIES ADVERTISEMENT:-ADVERTISEMENT:-Nokia has well connected with audiences through media like TV with different ads. Ads of Nokia are very innovative & attractive E.g.. Srk and Priyanka Chopra brand ambassadors of NokiaPriyanka Chopra brand ambassador of Nokia supernova…Tagline “It’s not just a phone it’s who we are

NEWS & PUBLICITY :-NEWS & PUBLICITY :- Launch of new cell phone is always on the news. This is because Nokia does continuous research and development Nokia is regarded as one of the best company it has to maintain certain standards for publicity Press Release :-Press Release :- These documents provide a brief, yet thorough, description of an upcoming activity, whether it is rush or a service projectE.g.. Press release on BL-C5 battery crisis

COMMUNICATION COMMUNICATION STRATEGIESSTRATEGIES

INTERNET & WEBSITE:-INTERNET & WEBSITE:-

This one medium has helped transform the whole business of public relations

SPECIAL EVENT :-SPECIAL EVENT :- Its is the act or news development. Special events is Nokia’s very important strategy whereby it connects with audiences and gets publicity.Eg 1) NOKIA meets kaminey contest 9th august 2009 2) NOKIA’S SEARCH FOR N BEGINS: HUNT FOR THE NEW NSERIES FLAGSHIP, THE NOKIA N97 9th june 09(10 lucky winners get a lifetime opportunity to own the ultimate converged device ‘N97’ even before it hits the stores!)

Nokia Nokia Connecting with the Connecting with the

audienceaudience

Connecting with the Connecting with the audienceaudience Nokia connects with its customers via their Website, Nokia connects with its customers via their Website,

Television and Print advertisements, Outdoor media, Television and Print advertisements, Outdoor media, Digital media, Merchandise, Movies etc.Digital media, Merchandise, Movies etc.

In an attempt to connect with the audience, Nokia has In an attempt to connect with the audience, Nokia has cleverly used the tagline- “Nokia, Connecting people”cleverly used the tagline- “Nokia, Connecting people”

Nokia has always focused on the utility and the numerous Nokia has always focused on the utility and the numerous features of all their phones to sell their products to the features of all their phones to sell their products to the masses.masses.

Nokia has patented durability and resistance as the chief Nokia has patented durability and resistance as the chief qualities of their productsqualities of their products

Nokia brought Shah Rukh Khan, on of the biggest Nokia brought Shah Rukh Khan, on of the biggest Bollywood actor and star on board as their Brand Bollywood actor and star on board as their Brand Ambassador.Ambassador.

Nokia has always had consumer centric campaigns, which Nokia has always had consumer centric campaigns, which tell the buyers how the phones can simplify their lives.tell the buyers how the phones can simplify their lives.

Nokia's ad campaigns in the recent past have had more of a Nokia's ad campaigns in the recent past have had more of a global look and feel. This is because a product like N-global look and feel. This is because a product like N-series, which targets the high-end segment, will have less series, which targets the high-end segment, will have less local touch due to its global appeal.local touch due to its global appeal.

Nokia recently revealed a new ad campaign which Nokia recently revealed a new ad campaign which promotes their devices over Apple's by criticizing Apple's promotes their devices over Apple's by criticizing Apple's stance on locking their devices. stance on locking their devices.

Nokia in 2004 had launched its first  global worldwide Nokia in 2004 had launched its first  global worldwide campaign with the slogan "1,001 reasons to have a Nokia campaign with the slogan "1,001 reasons to have a Nokia imaging phone".imaging phone".

Connecting with the Connecting with the audienceaudience

In 2009, Nokia launched its “Take Back” initiative in Chennai, In 2009, Nokia launched its “Take Back” initiative in Chennai, thereby trying to project Nokia as a environmentally conscious thereby trying to project Nokia as a environmentally conscious brand.brand.

Nokia India launched a set of new, stylish and swanky phones Nokia India launched a set of new, stylish and swanky phones style with icon Priyanka Chopra and a brand new line “It’s not style with icon Priyanka Chopra and a brand new line “It’s not just a phone. It’s who we are”, to connect with the image just a phone. It’s who we are”, to connect with the image conscious youth.conscious youth.

In December 2008, Nokia launched a campaign against piracy In December 2008, Nokia launched a campaign against piracy and highly ridiculed China mobile handsets thus laying an and highly ridiculed China mobile handsets thus laying an emphasis on originality.emphasis on originality.

In short, with numerous handsets and models, Nokia has In short, with numerous handsets and models, Nokia has always strived to cater to consumers from all income brackets. always strived to cater to consumers from all income brackets.

Connecting with the Connecting with the audienceaudience

COMMUNICATIONCOMMUNICATIONCHALLENGESCHALLENGES

COMMUNICATION COMMUNICATION CHALLENGESCHALLENGES One of the crisis faced by NOKIA is the crisis regarding the One of the crisis faced by NOKIA is the crisis regarding the

BL-5C batteries.BL-5C batteries.

In mid-2007 Nokia encountered a problem with the In mid-2007 Nokia encountered a problem with the

malfunctioning of its handsets due to faulty batteries which malfunctioning of its handsets due to faulty batteries which

might get overheated, especially the BL-5C batteries which might get overheated, especially the BL-5C batteries which

were used in most of Nokia's low-end models.were used in most of Nokia's low-end models.

On August 13, 2007, Nokia issued a warning over its BL-On August 13, 2007, Nokia issued a warning over its BL-

5C batteries across the world, stating that these batteries 5C batteries across the world, stating that these batteries

may get overheated while charging.may get overheated while charging.

Nokia also offered to replace the batteries free of cost to Nokia also offered to replace the batteries free of cost to

the consumers.the consumers.

COMMUNICATION COMMUNICATION CHALLENGESCHALLENGES However, one of the priorities for Nokia was to handle this However, one of the priorities for Nokia was to handle this

crisis well so that its brand image do not suffer due to the crisis well so that its brand image do not suffer due to the resultant confusion and panic among its consumers.resultant confusion and panic among its consumers.

To appease the growing fear among its customers, Nokia To appease the growing fear among its customers, Nokia through advertisements in various national newspapers through advertisements in various national newspapers and TV networks, made it clear that for the safety of its and TV networks, made it clear that for the safety of its customers it had issued a product advisory for the BL-5C customers it had issued a product advisory for the BL-5C batteries and not a total recall of the product.batteries and not a total recall of the product.

It is also important for the company to communicate It is also important for the company to communicate clearly and transparently with the publicsclearly and transparently with the publics

COMMUNICATION COMMUNICATION CHALLENGESCHALLENGES The tag of NOKIA itself is CONNECTING PEOPLE. The tag of NOKIA itself is CONNECTING PEOPLE.

Some of the competitors of NOKIA are MOTOROLA, Some of the competitors of NOKIA are MOTOROLA, SONY ERICSSON, SAMSUNG, LG, etc.SONY ERICSSON, SAMSUNG, LG, etc.

The product is consumer friendly as it is much easier to The product is consumer friendly as it is much easier to handle and learn compared to other brands.handle and learn compared to other brands.

PERSPECTIVEPERSPECTIVE

PERSPECTIVEPERSPECTIVE

The Ogilvy and Mather public relation agency is The Ogilvy and Mather public relation agency is recognized at the international levels and have won many recognized at the international levels and have won many awards and also honoured with three marketing halo awards and also honoured with three marketing halo awards.awards.

Their strategies and the communication methods Their strategies and the communication methods generated awareness and consumers attention through generated awareness and consumers attention through media and special events.media and special events.

The PR agency stimulated demand for their products and The PR agency stimulated demand for their products and helped the Nokia company in building a strong positive helped the Nokia company in building a strong positive image and to expand its business ventures in India as well as image and to expand its business ventures in India as well as around the globe.around the globe.

At the time of crisis, the PR agency gathered all leading At the time of crisis, the PR agency gathered all leading mobile operators in India as well as around the world , such mobile operators in India as well as around the world , such as Airtel and Hutch, to support Nokia`s efforts in facing the as Airtel and Hutch, to support Nokia`s efforts in facing the crisis (BL-5C battery issue).crisis (BL-5C battery issue).

The PR agency also succeeded in accomplishing and The PR agency also succeeded in accomplishing and restoring the image of the Nokia company and gaining back restoring the image of the Nokia company and gaining back consumers confidence on the brand out of the crisis.consumers confidence on the brand out of the crisis.

PERSPECTIVEPERSPECTIVE

RESULTS & RESULTS & EVALUATIONEVALUATION

Results & EvaluationResults & Evaluation Nokia is one of the leading brands in the mobile industry in the global market:The word of parity has hit the mobile phone market just as many other technology products. The products range from the simple to the complex. Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable with Nokia, Motorola and Ericsson fighting it out at the top.  

Its TG being wide it still manages its catering very well to all with big names on the list:Nokia has succeeded where other big brands have so far failed, chiefly by putting across the human face technology and dominating the emotional high grounds.

Results & EvaluationResults & Evaluation Nokia brand personality:-Nokia has a much detailed personality characteristic for its brand as the focus is on consumer relationships, the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. Nokia holds its brand value high and works on it:Nokia now accounts for over half of the value of the Finland stock market and has taken huge market share from its competitors. According to one brand valuation study carried out in mid 2000 it ranked eleventh on the world most valuable brand list. As pointed out it has unseated Motorola.  Nokia also banks on a lot of campaigns to beat rivals:When Nokia positioned its brand in the crowded mobile phone market its message was clear “Only Nokia human technology enables you to get more out of life.” This gives consumers a sense of trust and consideration by the company as though to say that Nokia understands what they want in life.

Source: Global Marketing Positions (Nokia-Vision)

Thank you !Thank you !GROUP No :- 9GROUP No :- 9