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Nokia project Document Transcript

  • 1. Nokia PROJECTTABLR OF CONTENTSSr. No.ContentsPage No1.Executive Summary………………………………………….22.Section 1……………………………………………………….Introduction………………………………………….List of Nokia Products……………………………….Scope………………………………………………….Pakistan Driven Strategy…………………………....N97 Begin to Selling in Pakistan……………………More About N97……………………………………..Nokia 97 Gallery……………………………………..334455683.Section 2……………………………………………………….Customer Driven Market Strategy………………....Market Segmentation………………………………..Market Targeting…………………………………….Market Positioning…………………………………..Nokia brand personality…………………Nokia Positioning………………………...Nokia Product Design……………………Marketing Mix 4P‟s………………………………….Price………………………………………Place………………………………………Promotion………………………………...Product……………………………………Marketing Strategy…………………………………..Strategic Direction……………………….Business Environment…………………...Slogan…………………………………………………Logo…………………………………………………...9
  • 2. 991011111212131313131414141415154.Section 3……………………………………………………….Conclusion…………………………………………....Market Share………………………………………...Competitors…………………………………………..Recommendation…………………………………….References…………………………………………….171717192020EXECUTIVE SUMMARYNokia is a world leader in the mobile industry. The products produced by this businessconcern are valued all over the world very well. Nokia has successfully met the changingneeds, demands and dynamic trends of the customers. In its operation Nokia has given afull consideration to Research and Development. Whatever the market, Nokia targeted, italways faced success.If we make a look on its N97 this mobile model has captured a large sector of market due toits specification meeting the current needs of the customers in Pakistan. The strategiesadapted by Nokia are fully in accordance with the market needs and demands, that is whyNokia has captured a large market sector and instead of hard competition it is still marketleader
  • 3. PROJECT ON NOKIA CORPORATION (N97)SECTION 1INTRODUCTIONNokia Corporation is a Finnish multinational communications corporation that isheadquartered in Keilaniemi, Espoo, a city neighbouring Finlands capital Helsinki. Nokia isengaged in the manufacturing of mobile devices and in converging Internet andcommunications industries, with over 123,000 employees in 120 countries, sales in morethan 150 countries and global annual revenue of EUR 41 billion and operating profit of €1.2billion as of 2009. It is the worlds largest manufacturer of mobile telephones: Nokiaproduces mobile devices for every major market segmentNokia is a public limited liability company listed on the Helsinki, Frankfurt, and New Yorkstock exchanges. It is an important employer in Finland and several small companies havegrown into large ones as its partners and subcontractors Nokia increased Finlands GDP bymore than 1.5% in 1999 alone. In 2004 Nokias share of the Finnish GDP was 3.5% andaccounted for almost a quarter of Finlands exports in 2003.In recent years, Finns have consistently ranked Nokia as one of the best Finnish brands. In2008, it was the 27th most respected brand among Finns, down from sixth place in 2007.(The Nokia House, Nokias head office located by the Gulf of Finland in Keilaniemi, Espoo,was constructed between 1995 and 1997. It is the workplace of more than 1,000)LIST OF NOKIA PRODUCTSSome of the major mobile products of Nokia are shown below in the table. Besides thesemajor products Nokia is also producing many other mobiles series.Nokia mobile phones by series
  • 4. Nokia C seriesC3 · C5 · C6Nokia E seriesE5 · E50 · E51 · E52 · E55 · E60 · E61/E61i · E62 · E63 · E65 · E66 · E70 · E71 · E72 · E75 ·E90 CommunicatorNokia NseriesN70 · N71 · N72 · N73 · N75 · N76 · N78 · N79 · N8 · N80 (Internet Edition) · N81 (N81 8GB)· N82 · N85 · N86 8MP · N90 · N91 (N91 8GB) · N92 · N93 · N93i · N95 · N95 8GB · N96 ·N97 · Nst-4Nokia X seriesX2 · X3 · X5 · X6List of Nokia productsSCOPENokia is a world leader in mobile communications, driving the growth and sustainability ofthe broader mobility industry. Nokia connects people to each other and the information thatmatters to them with easy-to-use and innovative products like mobile phones, devices andsolutions for imaging, games, media and businesses. Nokia provides equipment, solutionsand services for network operators and corporations.It should be noted that certain statements herein which are not historical facts, including,without limitation, those regarding: A) the timing of product and solution deliveries; B) ourability to develop, implement and commercialize new products, solutions and technologies;C) expectations regarding market growth, developments and structural changes; D)expectations regarding our mobile device volume growth, market share and prices, E)expectations and targets for our results of operations; F) the outcome of pending andthreatened litigation; and G) statements preceded by "believe," "expect," "anticipate,""foresee," "target," "designed" or similar expressions are forward-looking statements.Because these statements involve risks and uncertainties, actual results may differmaterially from the results that we currently expect. Factors that could cause thesedifferences include, but are not limited to: 1) the extent of the growth of the mobilecommunications industry and the new market segments in which we have recently invested;2) price erosion and cost management; 3) timing and success of the introduction and roll-out of new products and solutions; 4) competitiveness of our product portfolio; 5) ourfailure to identify key market trends and to respond timely and successfully to the needs ofour customers; 6) the impact of changes in technology and the success of our product andsolution development; 7) the intensity of competition in the mobility industry and changesin the competitive landscape; 8) our ability to control the variety of factors affecting ourability to reach our targets and give accurate forecasts; 9) the availability of new productsand services by network operators and other market participants; 10) general economicconditions globally and in our most important markets; 11) our success in maintainingefficient manufacturing and logistics as well as the high quality of our products andsolutions; 12) inventory management risks and ramping up or down production at ourfacilities, which result from shifts in market demand; 13) our ability to source qualitycomponents without interruption and at acceptable prices;PAKISTAN DRIVEN STRATEGYNokia is looking to commit business all over the world and in this regard it has got lot ofsuccess and now this is the world leader in the mobile phone industry. Pakistan is one of its
  • 5. target market and it has launched many mobile products in Pakistan.Nokia N97 to begin selling in Pakistan TodayEarlier, Nokia N97 was officially launched on 12th June at a grand launch ceremony held atMarriott Karachi. Along with a tilting 3.5″ touch display, QWERTY keyboard and a fullycustomizable home screen, the Nokia N97 promises to offer instant access to the full rangeof Ovi services. The device was announced at a glamorous press event where two Europeanmodels brought the phone at the venue and the Finnish First Secretary, Deputy Head ofMission H.E Miia Rainne handed over the phone to the GM Nokia Pakistan Imran KhalidMahmood."Delivering on Nokia‟s vision and thought leadership based on mobile convergence, NokiaNseries has aimed to present the best in class mobile computers to its internet savvyconsumers. " said Imran Khalid Mahmood, GM Nokia Pakistan. "Today, we take great pridein introducing the newest addition to Nokia Nseries – Nokia N97.MORE ABOUT N97The Nokia N97 is a S60 5th Edition mobile computer with a large 3,5“, bright nHD (640 x360 pixels and 16:9 aspect ratio) TFT color display with resistive touch screen and tactilefeedback. The device provides excellent user experience for internet and entertainment bycombining qwerty keyboard with touch UI and Home screen functionality. Use the N97 toconnect to mobile broadband using WLAN or HSDPA (3.5G). Find directions and locationswith the integrated A-GPS and included maps. Additional features include game titles withN-Gage, a 5 mega pixel camera with dual LED flash and automatic geotagging of images andvideos. Nokia has announced that the N97 touch screen smart phone is available to U.S.Nokia N97 gallerySECTION 2CUSTOMER DRIVEN MARKET STRATEGYNokia has successfully operated its functions in order to meet the dynamic changing needs,demands and requirements of the customers. That is why; today in the mobile sector Nokiaholds a large area of customers all over the world. The Nokia has adopted the following keystrategies to capture a large number of buyers.Market SegmentationMarket TargetingMarket PositioningMarket Mix 4P‟sPositioning Strategy (slogan, logo….)MARKET SEGMENTATIONIn order to make effective market segmentation, the Nokia tends to seek the customers onthe basis of following attributes:What type of product they buy How much they buy How often they buyThere are also certain variables that can affect peoples buying habits, they include:AgeGender Area they live in Religion Lifestyle Fashion and preferences.Market segmentation refers to the different areas of the population that companies can aim
  • 6. their products towards. The market segment that Nokia has chosen to aim is the youthmarket focusing on students aimed 13-19 as market research has shown that some of theyouth market are receiving large amounts of pocket money and most have no realcommitments to spend it on and that means they have lots of disposable income and will beable to spend a lot money on new mobile phones. As a big company Nokia are able to do alot of promoting and advertising that smaller, less successful companies, may not be able toafford, such as television advertising and sponsoring lots of events that will be viewed orheard by large amounts of people in their chosen market segment (events such as musicfestivals and music awards are a goldmine for companies as they are viewed by millions ofpeople worldwide). Adverts such as television and print adverts will be put into certain areasso that they can attract their chosen market segment, Nokia tend to put a lot of their printadverts in mens magazines such as FHM and Loaded so they can appeal to all of theirreaders instead of a smaller percentage of the readers they would attract in magazines suchas Lifestyle and Good Housekeeping. I think Nokias way of promoting is very good as theycan appeal to mass markets and large amounts of people in their chosen marketsegmentation with certain advertisements and with sponsoring large events like the ones Ihave previously mentioned.MARKET TARGETINGThe target market of NOKIA is very wide. Its products are demanded world wide and aregiven preference at any other cellular company in the world. They have comparatively lowrates than the other companies and have a very good and interactive performance andinteresting features, so because of these features, people prefer NOKIA than the othercompanies.Especially in Asia, Europe, America and the Middle East, NOKIA has a very big market. It ismanufacturing GSM and AMPS technologies cellular sets which are meeting every kind ofconsumer‟s requirements.In 2002, Nokias largest markets were US, UK, China, Germany, Italy, France, UAE,Thailand, Brazil and Poland. Now from the last few years the Nokia has got a vast place inthe mobile industry of Pakistan. The target market of Nokia in Pakistan is almost the classesbecause they have produced their mobiles right from high upper class to lower class of theeconomy. But if we talk of N97 this is specially for the upper class in the economy. Thefashion adapting class of the country specially the young generation of high class has beentargeted through this productMy revised strategy has a lot of advantages over Nokias previous strategy, and I have listedthem below: My target market is one that has never been entered before, so Nokia willinstantly gain 100% market share, whereas the current target market is saturated andcompetition for market share is very strong. The products that are being released do notneed to be as technically advanced as the ones in the current market, because my marketresearch showed that the 40+ market do not want phones that are to complicated and hardto use. If product research and development is not needed as much anymore then Nokia canafford to decrease its employment numbers and this would save Nokia a lot of money everyyear. When entering a new market with no competition a company can charge whateverprices they want, Nokias prices can be higher then they currently are and this will increaseincome and profitability.MARKET POSITIONINGNokia has very successfully got a strong position in capturing the large number of marketthrough its multi brand strategy throughout the world. The Nokia has not only considered a
  • 7. single class for its products but the whole economy of a country. The main advantage thatgoes to Nokia is that it‟s a brand positioning corporation for its market and a brand can beused by all classes with any hesitation. For example if we talk of Nokia 1200 series this isused by many people without any social distinguish.NOKIA BRAND PERSONALITYNokia has detailed many personality characteristics for its brand, but employees do not haveto remember every characteristic. They do, however, have to remember the overallimpression of the list of attributes, as you would when thinking about someone you havemet. As the focus is on customer relationships, the Nokia personality is like a trusted friend.Building friendship and trust is at the heart of the Nokia brand. And the human dimensioncreated by the brand personality carries over into the positioning strategy for the brand.NOKIA POSITIONINGWhen Nokia positions its brand in the crowded mobile phone marketplace, its messagemust clearly bring together the technology and human side of its offer in a powerful way.The specific message that is conveyed to consumers in every advertisement and marketcommunication (though not necessarily in these words) is” Only Nokia Human Technologyenables you to get more out of life"In many cases, this is represented by the tag line, "We call this human technology". Thisgives consumers a sense of trust and consideration by the company, as though to say thatNokia understand what they want in life, and how it can help. And it knows that technologyis really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses acombination of aspirational, benefit-based, emotional features, and competition-drivenpositioning strategies. It owns the "human" dimension of mobile communications, leavingits competitors wondering what to own (or how to position themselves), having taken thebest position for itself.NOKIA PRODUCT DESIGNNokia is a great brand because it knows that the essence of the brand needs to be reflectedin everything the company does, especially those that impact the consumer. Product designis clearly critical to the success of the brand, but how does Nokia manage to injectpersonality into product design? The answer is that it gives a great deal of thought to howthe user of its phones will experience the brand, and how it can make that experience reflectits brand character. The large display screen, for example, is the "face" of the phone. Nokiadesigners describe it as the "eye into the soul of the product". The shape of phones is curvyand easy to hold. The faceplates and their different colors can be changed to fit thepersonality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling offriendliness, expressing the brand personality. Product design focuses on the consumer andhis needs, and is summed up in the slogan, "human technology."Nokia now accounts for over half of the value of the Finland stock market, and has takenhuge market share from its competitors. According to one brand valuation study carried outin mid-1999, it ranked 11th on the worlds most valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achievedits brilliant feat through consistent branding, backed by first-class logistics andmanufacturing, all of which revolve around what consumers what.MARKETING MIX 4P‟sNokia is very successfully utilizing its 4P‟s it its operations as under;Price
  • 8. PlacePromotionProductPRICECThe phones that Nokia produce are usually sold at high prices(new phones can be expectedto enter the market at around £200+, if they carry the latest technology). The price of thenew phones usually decreases after an introductory period, which is usually around 2months long.Nokias prices are usually competitor based, in such a way as, they try to keeptheir prices a bit lower then those of the closest competitors, but not as low as the "smallest"competition as consumers do not mind paying the extra money for the "extra quality"PLACENokia phones are generally sold at all established mobile phone dealerships such as Carphone Warehouse and The Link, although they are also sold at other retailers such asDixons and other Electrical suppliers. The products are only sold in the electrical suppliersand store other then dedicated phone dealerships after the introductory period so thephones can remain limited edition, as this will encourage younger consumers to buy them.PROMOTION.Nokia tend to promote the new technologies and mobile devices they create using one bigadvertising campaign that focuses on a singular technology instead of each individualhandset so they can appeal to a lot of different markets with one campaign.PRODUCTNokia phones tend to include all the latest technology and a lot of the consumers favoriteaspects such as text messaging and games like Snake and Memory. When the phones cameout they were big and bulky and quite unattractive but now they are all quite sleek andstylish with phones now getting small enough to fit in the palm of your hand as standard.Most of the phones produced nowadays have accessories that consumers must buy withthem (carry cases, hands free kits and in-car chargers) these generate Nokia a lot of profit,as they are very high priced. Nokias marketing mix has worked very well until recently asthe market they are aiming at has become more and more saturated and after looking at allthe mobile phone sales figures, it looks as if the phone companies can aim at this sameyouth market for about another 2 years until theyneed to change, but they should change sooner so they can start making a bigger profit andget a head start on the competition who will also have to change the market they are aimingat. Nokiascurrent promotional strategy is working very well as they are able to "talk to" a large numberof consumers in different markets rather then the niche markets the old promotionalstrategies where restricted to.MARKETING STRATEGYAs we move into the Mobile World, we remain committed to strong growth, profitability andresponsible market leadership.STRATEGIC DIRECTIONThe mobile phone is fast becoming the centerpiece of personal communication, allowing usaccess to an ever-widening range of services. Today, we are moving from voice services toservices driven by data and multimedia.
  • 9. BUSINESS ENVIRONMENTNokia competes in the global telecommunications industry in general and in the mobileindustry in particular, each of which has exhibited rapid growth, change and convergence inrecent years.SLOGANThus, the „Nokia Connecting People‟ slogan was born with the Nokia logo. The slogan ofNokia logo provides the brand with an exceptionally strong elevated altitude in thecommunication industry. The slogan explains the company goal to connect people withoutany barricade and with total comfort.LOGONokia logo, like the company, is tantamount to contemporary mobile technology, high techgadgets and fashionable ways to communicate and explore. Nokia Co. has offered everyendeavor to decode the mission intended by the company through its brilliant logo design.2SECTION 3CONCLUSIONNokia Group the Finland-based manufacturer of mobile phones has been steadily workingon its corporate brand name and the management of consumer perceptions over the last fewyears. Its efforts have paid off, because it is now the number one brand in many marketsaround the world, effectively dislodging Motorola from that position. The brand has beenbuilt using the principles described above, and has been consistently well managed acrossall markets. Nokia has succeeded in lending personality to its products, without even givingthose names. In other words, it has not created any sub-brands but has concentrated on thecorporate brand, giving individual products a generic brand personality. Only numericdescriptors are used for the products, which do not even appear on the product they. Such isthe strength of the corporate brand.Nokia has succeeded where other big brand names haveso far failed, chiefly by putting across the human face technology-taking and dominating theemotional high ground. It has done so in the following way.MARKET SHARENokia market share 51.53% (April 2010)
  • 10. Nokia market share 51.53% (April 2010)DevicesMarket ShareNokia 5130 XpressMusic4.56%Nokia N703.44%Nokia 3110 classic2.63%Total market share10.63% (10.63%)Nokia 27002.45%Nokia N732.37%Nokia E632.22%Nokia 63002.21%Nokia 6120 classic1.52%Total market share21.4% (11.4%)Nokia E711.51%Nokia N951.49%Nokia 5800 XpressMusic1.36%Nokia 7210 Supernova1.23%Nokia 66001.19%Nokia 76101.07%Nokia 5310 XpressMusic0.95%Total market share30.2% (10.2%)Nokia N720.8%Nokia 53000.73%Nokia 66300.7%Nokia 62330.69%
  • 11. Nokia 3120 classic0.64%Nokia 3500 classic0.64%Nokia 6303 classic0.6%Nokia 2600 classic0.58%Nokia 52000.57%Nokia 2730 Classic0.55%Nokia N810.53%Nokia 32300.5%Nokia E510.49%Nokia 2330 classic0.49%Nokia 26300.43%Nokia 66800.42%Nokia 6500 slide0.37%Nokia N820.37%Total market share40.3% (10.3%)Nokia 66700.1%Nokia 61310.1%Nokia 5730 XpressMusic0.1%Nokia 62700.1%Nokia N800.09%Nokia 6110 Navigator0.09%Nokia E500.08%Nokia X30.08%Nokia 7100 Supernova0.07%Nokia N91
  • 12. 0.07%Nokia N-Gage QD0.07%Total market share51.44% (1.44%)COMPETITORSWith all this technology available in the communications market it is obvious that Nokiawillhave lots of competition, they include:Sony Ericsson Samsung Motorola Siemens Panasonic NEG and Toplux With all of thesecompetitors in the market Nokia must keep ahead of the game by running successfulmarketing strategies, to do this Nokia must focus on the principles of marketing. At themoment Nokia are the worlds best selling phone company (see table below which showsmarket share). Nokia strengthened its lead as the No. 1 vendor in the market during 2000with shipments growing 66 percent over 1999. Some of the companys success wasattributed to a strong second half in 2000 when 59 percent of sales occurred.RECOMMENDATIONThough the NOKIA is the world‟s largest cellular phone company and has the very efficientfeatures and facilities but there are some suggestions by me after analyzing and researchingabout this company.It should decrease its prices of the sets so that the sets may become in reach of every userand the market may increase and become the cause of increasing profit rate.Its spare parts should be available in its every market.There should be replace warranty in case of defection.Memory capacity should be increased to save the different entertaining materials in the sets.REFERENCES.www.nokia.comwww.nokiausa.comwww.nokia-asia.comwww.mobile-phones-pakistan.comwww.mobile-phone.pk/nokia-mobiles