Nokia smart phone brand relaunch

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  • 1. Nokia Rebranding 2
  • 2. Nokia Rebranding 3
  • 3.  Took too much time to move over to SMART Operating System  Didn’t belong to any eco-system.  Always remained “follower” in SMART phones  Late entry in touch screen  Lack of good models with big screen  Poor Aesthetics – Bulky, Bricklike, unattractive  Deteriorated in Customer Service Nokia Rebranding 4
  • 4.  Background Info  Past  Present  Future Nokia Rebranding 5
  • 5. Flashback of Nokia - Past - 1998-2007  Strong Brand Image  The Largest mobile phone manufacturer in 1998  Globally largest network of selling and distribution  Exceptional consumer relationship Nokia Rebranding 6
  • 6. Background Info - Present - 2007-2013  Perception of traditional mobile phone  Negative brand image  Can’t keep up to date with technology and consumer needs Nokia Rebranding 7
  • 7. Nokia’s Global Smartphone share from 2007 to 2012 Nokia drops in Global Brand Ranking Weakened Brand - Nokia Rebranding 8
  • 8. Emergence of Competitive Rivalries  In 2002 – Blackberry  In 2007 – Apple  In 2012 - Samsung Nokia Rebranding 9
  • 9. “Connecting People by offering great and affordable mobile products that enable billions of people worldwide to enjoy more of what life has to offer.” Nokia Rebranding 10
  • 10. Young and Tech-savvy is Nokia’s main target market Nokia Rebranding 11
  • 11.  We will start with some facts and market analysis  Most competitors have positioned themselves as being differentiated , innovative and using advanced technologies in order to increase customer satisfaction  NOKIA does not need to chase after the same target market as competitors Nokia Rebranding 12
  • 12.  The number of smartphone users divided by Women 47% and men 53%  The highest smartphone penetration comes from people aged 25 to 44 which is 58% Nokia Rebranding 13
  • 13. Nokia Rebranding 14
  • 14. Nokia Rebranding 15
  • 15.  Biggest Competitors(Apple and Samsung) have already captured most of male customers  Nokia Shouldn’t compete with Apple and Samsung  Women’s market is huge but left unsatisfied Nokia Rebranding 16
  • 16.  Busy multi-tasking Women  Tech Savvy Young audience  Followers Nokia Rebranding 17
  • 17.  Busy Multi-tasking Women  Do not need advances technology devices  Cares about product benefits and not the functionalities  Seeking balance between work & Life  Want to look good, feel good and express personal style  Multi-taskers, playing multiple roles. Nokia Rebranding 18
  • 18. Customer CapabilityCompetitor Nokia Rebranding 19
  • 19.  Want a product that assist their everyday life  Effective Time Management  Need work/life balance  Seek for value and satisfaction from products or services they buy  Look for practical products that are convenient to us  Need more time to take care of their own personal lives  Seek apparels or accessories that make them feel good Nokia Rebranding 20
  • 20.  Solid performance and durable products  Sustainable technology  Dual Power source – Solar and battery  Ability to think outside the box (Any OS compatibility)  Have strong partnerships(Bose speakers, Dr. B headphones….)  Within 1 to 5 KMs – smartphone should work as walkie-talkie type (needs change in regulations)  Global distribution channels Nokia Rebranding 21
  • 21. - Innovative, cutting-edge technology, world class design, premium high end products - Life style, simplicity, creative, friendly products - Slick product design for corporate executive users only - Innovative, stylish, reliable and trust worthy products - Interactive design, personal experience, work and play smart phone Nokia Rebranding 22
  • 22. 3 WORDS Assist Simplify Confident Nokia Rebranding 23
  • 23. Nokia’s Old Logo Nokia’s Proposed Logo Nokia Rebranding 24
  • 24. Foldable, Unbreakable, Any OS Compatible, Dual Power (Solar and Battery), Bose Speakers, Dr. B’s Headsets, Walkie-Talkie within 5 Km range Nokia Rebranding 25
  • 25. 7 Start New Smartphone  Foldable,  Unbreakable,  Any OS Compatible,  Dual Power (Solar and Battery),  Bose Speakers,  Dr. B’s Headsets,  Walkie-Talkie within 5 Km range 7 Star New Smartphone Jindagi Ke Har Pal Apna Saathi Nokia Rebranding 26
  • 26.  Arpita Dugad  Shivani Koul  Bipin Valsan  Muzaffar Hasnain  Devidas Satavalekar  Ramesh Kadaganchi  Ankur Agarwal Nokia Rebranding 27
  • 27.  What Nokia Can do  Needs to evolve as a product benefit rather than just product features  Target Young and Tech Savvy audience  Better user experience,  Compatible to any OS (Android, Linux, Windows….)  like feather touch,  Better aesthetics  Establish Emotional connect Nokia Rebranding 29