1. Student ID/Login ID: MC080402235
Student Name: Muhammad Ahmad Raza
Brand Dimensions of Nokia
Introduction of the Brand
Nokia was a manufacturer of paper in 1865. It
had dramatic changes in last century. Nokia is a
Finnish multinational communications
corporation. Nokia is engaged in the
manufacturing of mobile devices and in
converging Internet and communications
industries, with over 123,000 employees in 120
countries, sales in more than 150 countries .It is
the world's largest manufacturer of mobile
The aim of the competition was to give attendees an insight into the complexity
and opportunities of the industry. Build new business and secure employee’s rights and
2. benefits. To enhance business and people’s expectations for mobile device’s and services
Nokia’s promise is to help people feel close to what matters to them.
The major points are as fallows.
• Customers Responsibility
• Employee management
• Social responsibility
Our vision is a world where everyone
can be connected. Our vision is to
ensure that 5 billion people are always
connected at any given point and to
achieve 100 fold more network traffic.
Nokia comprises three business
Mobile Phones connects people by
providing expanding mobile voice and
data capabilities across a wide range
of mobile devices.
Multimedia gives people the ability to
create, access, experience and share
multimedia in the form of advanced
mobile multimedia computers and
applications with connectivity over
multiple technology standards.
Enterprise Solutions offers
businesses and institutions a broad
range of products and solutions,
including enterprise grade mobile devices, underlying security infrastructure, software
Our business groups are supported by various horizontal entities:
Customer and Market Operations is responsible for sales and marketing,
manufacturing and logistics, and sourcing and procurement for mobile devices from
Mobile Phones, Multimedia and Enterprise Solutions.
3. Technology Platforms delivers leading technologies and platforms to Nokia's business
groups and external customers.
Many other Nokia-wide horizontal units drive and manage specific Nokia assets.
Nokia Siemens Networks, which started operations on April 1, 2007, for fix mobile
network in business.
Developing affordable mobile devices that can contribute to increased economic growth
and quality of life Constant innovation. Focusing on human technology; enhancing
communication and exploring new ways to exchange information. That’s why Nokia will
never stop finding new ways of connecting people.
Nokia has mainly targeted as follows:
• Target market for the Nokia mobile phone is between ages 20-40.
• Who want to use Something Special
• International Students
• Teenager and Business class
4. 2) Differentiation:
Nokia sets are of various design such
as Flip sets , Flat sets, Slide sets ,
Sets with rotating camera etc
Each set of Nokia has its own
features . The models of Nokia are.
• Brand Name
Brand name is written on each set.
On packaging of Nokia set detail
information about the set is given and
packing is made attractive by picture. Each
set has its own booklet with information about its features.
Price targeting both the ends
Price range from Rs999 to RS -------
Nokia also offer cash allowances.
3) Personality / Image
Nokia was named the 5th Best Global Brand in 2007
and has been one of the 10 best global brands for
almost a decade.
• Nokia focused on building customer,
relationship and trust.
• Building friendship and trust is the heart Nokia
• Logo shows their brand personality.
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 dimension created by the brand personality
carries over into the positioning strategy for the brand.
When Nokia positions its brand in the crowded mobile
phone marketplace, its message must clearly bring
5. 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 market
communication (though not necessarily in these words) is "Only Nokia Human
Technology enables you to get more out of life"
Nokia thus uses a combination of aspiration, benefit-based, emotional features, and
competition-driven positioning strategies. It owns the "human" dimension of mobile
communications, leaving its competitors wondering what to own having taken the best
position for itself.
4) The source:
Nokia itself is very famous and trusted company and it is positioning its product in the
best of their customer satisfaction which also differentiates it from its competitors. They
elevate the brand. Life. Love. Lust.
Nokia > Distributor > Whole seller > Retailer > Customer
Nokia is widely available all over PAKISTAN
Essence makes an important role in the
field of brand dimension. So the Four ways
1. Creative philosophy & Culture.
2. How we innovate.
3. How we Express Nokia.
4. Organization around needs.
Products people fall in love with.
Nokia Design, a world leader in design
innovation, creativity & culture.