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Nokia analysis


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  • 1. Anirudh Jayaram (01)Ashwin Srinivasan (04)Ashish Mendon (16)Kunal Sonawane (37)Aditi Mahapadi (40)
  • 2. • Nokia Corporation is a Finnish multinational communications corporation• Headquartered in Keilaniemi , Espoo in Finland• Engaged in the manufacturing of mobile devices and in converging Internet and communications industries• Over 132,000 employees in 120 countries, sales in more than 150 countries• Worlds largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011• Operates a total of 9 manufacturing facilities located all over the world (eg: Chennai, India)
  • 3. • Nokia is one of the oldest mobile manufacturers in India• A long and glorious past• Nokia stands out as India’s most trusted brand• Interesting to know their status now with the advent of other manufacturers
  • 4. • The back stories behind a mobile handset purchase by a customer – Why do they buy? – Who influences them?• What do they look for in a mobile?• Reasons behind any preferences• To know the position that Nokia occupies in the customer’s mind
  • 5. STRENGTHS WEAKNESS• World’s largest cellular company • Very little promotion of low price• Market share of 39% in Indian economical phones; rather the new market campaigns are mostly focused on high end technology mobile phones• Modern R&D facility, located in different parts of the world • Higher prices of low price economical phones as compared to other• Phones considered to be highly companies and beyond the reach of durable compared to competitors. the low income groups• Resale price of Nokia phone is also • Nokia’s Symbian OS considered to be high, just because of its reliability an outdated platform for smartphones OPPORTUNITIES THREATS• Promotions are likely to increase its • Competitors like Samsung, Micromax market share along with its sales and Sony Ericsson are heavily investing• By introducing low priced and a little in their promotional plans innovative products, the company • Nokia prices remain stable for a long can deepen its reach in the existing time, and other companies, while market introducing new models lower the• Alliance with Microsoft for replacing prices of the older models windows 7 for mobile windows • Cellular companies are striving hard for would enhance its position in the the emerging demand of Wireless Local smart phone segment Loop (WLL), and Nokia sales is likely to drop as it has fewer CDMA phones in its portfolio
  • 6. Factors considered while buying phone 12 Price 10 Brand Name 8 Design 6 Durability 4 Features 2 User friendly 0 Less than 15 15-25 25-40 40-60 Above 60 All Mean = 1.35, Median = 1, Mode = 1 tcal = 40.37, ttab = 26.29 Decision of Buying influenced by2015 Family Friends10 Media 5 Retailers Others 0 Less than 15 15-25 25-40 40-60 Above 60 Mean = 2, Median = 2, Mode = 2 tcal = 49.17, ttab = 26.29
  • 7. Frequency of Phone Changes 25 20 15 Less than a year 1-2 years 10 2-4 years 5 Above 4 years 0 Less than 15 15-25 25-40 40-60 Above 60 Mean = 2.87, Median = 3, Mode = 3 tcal = 21.62, ttab = 15.51 Decision of second purchase influenced by18161412 Family10 Friends 8 Media 6 Retailer 4 2 Others 0 Less than 15 15-25 25-40 40-60 Above 60 Mean = 2.19, Median = 2, Mode = 2 tcal = 31.68, ttab = 26.29
  • 8. • Continues to be a dominant player , but market share has fallen down• Design is of the highest priority for the youth whereas price is the most important factor for the age group of 40-60• Decision to buy a mobile phone is influenced most by friends and family• Average retention period is 2 – 4 years
  • 9. How do you find Nokia ads2015 Excellent Very good10 Good 5 Average 0 Poor Less than 15 15-25 25-40 40-60 Above 60 Other features you would like to see in a Nokia 20 phone 15 Dual SIM Phone 10 More Apps Toggle Keys 5 Android Platform 0 All Less than 15 15-25 25-40 40-60 Above 60• Promotions should be better and should have a recall value• Nokia phones with android platform and dual sim are the most wanted features• Can introduce more cost effective options
  • 10. THANK YOU