Presented by Presented by CHETAN MORE CHETAN MORE GO5 105
•Ranked the No 1. MNC in India by Businessworld,India’s leading business weekly, 2006•Ranked as the No. 1 telecommunicationsequipment vendor in the country by Voice & Data forfive consecutive years –2008, 2007, 2006,2005 and2004•Ranked as the 9th most powerful brand by MillwardBrown’s BrandZ 2008•Ranked world’s 4th most valuable brand byInterbrand, 2007•Ranked No 1 Most Trusted Brand Survey by BrandEquity, 2008•Ranked Asia’s most trusted brand by the Media-Synovate, 2006
Presentation Include Why Nokia ? Target Market History Positioning Mission statement BCG Matrix Market Segmentation 4Ps
Nokia Corporation is a Finland based multinational company Headquarter -- Keilaniemi, Espoo, city neighboring Finlands capital Helsinki. CEO -- Olli-Pekka Kallasvuo Chairman -- Jorma Ollila. Founder -- Fredrik Idestam in 1865. Nokia started as a pulp, rubber and cable manufacturer
“ Nokia is world third richest company ”
HISTORY OF NOKIA It also provides the services for network operators. Company recorded revenues of 41,121 Million € in 2007 about 20.3% increase from 2006. Company offers its products in 150 countries. Its HQ is in Espoo, Finland and employees about 68,500 people . Other company of Nokia are in China , Hungry , Germany , Korea and India
Concept Phones…• Nokia is working on future of mobile with their new concept Nokia "Scentsory".• This new mobile device uses the sense of smell, sight, hearing, and touch to create a multiscensory environment for the caller.• Scentsory would be able to detect smells as well as radiate colors, lighting, and temperature of the caller with Dual screens and hidden camera
Marketing Strategies Nokia… • Focused on Handset Manufacture only • Enhance Product Portfolio • Increase Distribution Channels • Adjust Preferences for specific markets • Customer Satisfaction • Focused on Replacement • Increase Commitment to Emerging Market • Improve Collaboration on Designs • Ensure Accountability and Quality • Aggressive Pricing
Segmentation Strategy Geographic: o Nokia immediate geographic target is rural India. o The total targeted population is estimated at 100 million. Demographic: o Male and female. o Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market
BCG Matrix of NOKIA N-Series Premium Series Entry Level N-Gage
Nokia uses a pricing strategy that best suits the product. Market Penetration- Nokia 1100. Market Skimming- N-95. Hence, The Strategy which was used for N-Series & E-Series was Market Skimming.
• AIDA in Nokia – :• A – Attention : attract the attention of the customer.• I – Interest : raise customer interest by demonstrating features, advantages, and benefits.• D – Desire : convince customers that they want and desire the product or service and that it will satisfy their needs.• A – Action : lead customers towards taking action and/or purchasing.
Product Promotion…Advertising: Through TV, Sign boards, Bill boards, Radio, Newspaper, Broachers, Posters, Dummies and display stands Discounts are provided to online Nokia purchasers through Nokia discount coupons or coupon codes Commission is also provided to retailers on the sale of every Nokia cell phones and accessories.
• Public Relations ( PR )…Nokia has strong PR. They keep on doing some or the other new events, programmes and publicity, so as to keep up with the brilliant image of the company and also to enhance the brand equity. • Direct Marketing : • Nokia does not perform Direct Sales activities on its official website www.nokia.com. • Nokia use DEMO style of Direct Marketing. • Nokia does not use Direct Mail or Telemarketing styles of Direct Marketing.
Packaging…Packaging is important because it protects productsas they make their way from factory to customers.Attractive, Good & Secure Packing During 2007, 15,000 ton packaging material has been saved by using smaller packaging. Nokia have reduced the amount of printed material inside the box, In 2007 Nokia began to increase the level of recycled content
Lifecycle …• Globally Nokia’s market is at maturity, where as in India it is still in the Growth stage. Globally Placed Here In India Rs. Placed here Time Product life cycle