Revitalize the brand using the Revitalize the brand using the existing brand equity as leverage – A existing brand equity as leverage – A

case study of Nokiacase study of Nokia

INTRODUCTIONINTRODUCTION Marketing is a societal process by which

individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of value with others.

Marketing thus is not just an encounter of Marketing thus is not just an encounter of products; but is a products; but is a battle of perceptionsbattle of perceptions. .

The supremacy of a brand lies in what The supremacy of a brand lies in what resides in the minds of customers – what resides in the minds of customers – what they learned, felt, seen, and heard about they learned, felt, seen, and heard about the brand as a consequence of their the brand as a consequence of their experiences over time.experiences over time.

A brand thus focus on following factors:A brand thus focus on following factors:

Value

personality

User

Benefits

Attributes

Culture

Brand

REVITALISATIONREVITALISATION In today's market, where new product introductions are both expensive and risky, it In today's market, where new product introductions are both expensive and risky, it

may be worthwhile to evaluate brands that are declining and invest in revitalizing may be worthwhile to evaluate brands that are declining and invest in revitalizing them. them.

More and more companies in many different industries are realizing the need to More and more companies in many different industries are realizing the need to focus on "brand-building." focus on "brand-building."

Industries--financial services, utilities, healthcare, and high-tech--realize that Industries--financial services, utilities, healthcare, and high-tech--realize that brand-building is not just for the consumer goods industry anymore .brand-building is not just for the consumer goods industry anymore .

Points are also to be considered while concerning with revitalization:Points are also to be considered while concerning with revitalization:– Make a new with an old one Make a new with an old one – Use the benefit of older to gain new oneUse the benefit of older to gain new one

When a brand dies, significant investments that were made to build the brand are When a brand dies, significant investments that were made to build the brand are also lost.also lost.

PROBLEMS IN PROBLEMS IN REVITALISATIONREVITALISATION

Focus on three key questions: Focus on three key questions: (1) What new uses will revitalize an old brand?(1) What new uses will revitalize an old brand? (2) How do consumers learn of new uses for old brands? (2) How do consumers learn of new uses for old brands? (3) How can new uses be most effectively communicated(3) How can new uses be most effectively communicated

Answering these questions enables one to craft a new usage campaign that Answering these questions enables one to craft a new usage campaign that increases both brand equity and sales.increases both brand equity and sales.

Brand equityBrand equity refers to the value of the brand . refers to the value of the brand . Need for leveraging brand equityNeed for leveraging brand equity

Guides brand strategyGuides brand strategy Strengthens brand memorizing, communication, associationStrengthens brand memorizing, communication, association Provides brand extension possibilityProvides brand extension possibility Assists portfolio reorganisationAssists portfolio reorganisation Improves competitive advantageImproves competitive advantage Adds value to organisation – market value, gives a sense of direction Adds value to organisation – market value, gives a sense of direction

to employeesto employees

HISTORYHISTORY Nokia has played a revolutionary role in the escalation of cellular technology in Nokia has played a revolutionary role in the escalation of cellular technology in

India, starting with the first-ever cellular call a decade ago, made on a Nokia India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network.mobile phone over a Nokia-deployed network.

Nokia started its India’s operations in 1995.Nokia started its India’s operations in 1995. Nokia has played a pioneering role in the growth of cellular technology in India, Nokia has played a pioneering role in the growth of cellular technology in India,

starting with the first-ever cellular call a decade ago, made on a Nokia mobile starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network.phone over a Nokia-deployed network.

Some firsts for Nokia in IndiaSome firsts for Nokia in India 1995 – First mobile phone call made in India on a Nokia phone on a Nokia network1995 – First mobile phone call made in India on a Nokia phone on a Nokia network 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 51101998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210)2000 - First phone with Hindi menu (Nokia 3210) 2002 - First Camera phone (Nokia 7650)2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 11002003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-fi Phone- Nokia Communicator (N9500)2004 - First Wi-fi Phone- Nokia Communicator (N9500) 2006 – Nokia manufacturing plant in Chennai2006 – Nokia manufacturing plant in Chennai

Nokia’s Concept of the Nokia’s Concept of the power of WEpower of WE

Nokia works on the principle of Nokia works on the principle of working together to protect the working together to protect the environment. They believe in:environment. They believe in:

We: recycleWe: recycle We: createWe: create We: energize We: energize We: supportWe: support We: evolveWe: evolve

Nokia has always targeted to become a leader in environmental Nokia has always targeted to become a leader in environmental performance. Responsible business practices have always been a part of performance. Responsible business practices have always been a part of their culture and way of working.their culture and way of working.

WINGS OF NOKIAWINGS OF NOKIA

Devices businessDevices business Services businessServices business Infrastructure businessInfrastructure business R & D centresR & D centres Design StudioDesign Studio Manufacturing in IndiaManufacturing in India

STRATEGIES OF NOKIASTRATEGIES OF NOKIA

Nokia Brand PersonalityNokia Brand Personality

– the Nokia personality is like a trusted friend. Building friendship and the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension trust is at the heart of the Nokia brand. And the human dimension created by the brand personality carries over into the positioning created by the brand personality carries over into the positioning strategy for the brand.strategy for the brand.

Nokia Product Design Nokia Product Design – it gives a great deal of thought to how the user of its phones will it gives a great deal of thought to how the user of its phones will

experience the brand, and how it can make that experience reflect its experience the brand, and how it can make that experience reflect its brand character. brand character.

– The large display screen, for example, is the "face" of the phone. The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". Nokia designers describe it as the "eye into the soul of the product".

Nokia Positioning Nokia Positioning – "Only Nokia Human Technolgy enables you to get more out of life" "Only Nokia Human Technolgy enables you to get more out of life"

CONCLUSIONCONCLUSION Nokia is leading player in the cellular industry and is very much ahead Nokia is leading player in the cellular industry and is very much ahead

from its competitors like Apple, Samsung, Motorola, and Sony who are from its competitors like Apple, Samsung, Motorola, and Sony who are still trying to compete with it. still trying to compete with it.

A rise in per-capita income, the arrival of less-expensive phones, declines A rise in per-capita income, the arrival of less-expensive phones, declines in tariffs, pro-industry and pro-consumer regulations enacted by the in tariffs, pro-industry and pro-consumer regulations enacted by the government and a host of other factors have been instrumental in driving government and a host of other factors have been instrumental in driving this growth of Nokia. this growth of Nokia.

About 5.5 million Indians are signing up each month, which should drive About 5.5 million Indians are signing up each month, which should drive subscriber numbers to 48.4 crore by 2011. subscriber numbers to 48.4 crore by 2011.

it will be hard to defeat Nokia at present and in near future in terms of it will be hard to defeat Nokia at present and in near future in terms of market share.market share.

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Basingstoke: Palgrave Macmillan, ISBN 0-333-98079-4Basingstoke: Palgrave Macmillan, ISBN 0-333-98079-4

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