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Nokia Rebranding 2
Nokia Rebranding 3
 Took too much time to move over to SMART
Operating System
 Didn’t belong to any eco-system.
 Always remained “follower...
 Background Info
 Past
 Present
 Future
Nokia Rebranding 5
Flashback of Nokia - Past - 1998-2007
 Strong Brand Image
 The Largest mobile phone manufacturer in 1998
 Globally larg...
Background Info - Present - 2007-2013
 Perception of traditional mobile phone
 Negative brand image
 Can’t keep up to d...
Nokia’s Global Smartphone share
from 2007 to 2012 Nokia drops in Global Brand Ranking
Weakened Brand
-
Nokia Rebranding 8
Emergence of Competitive Rivalries
 In 2002 – Blackberry
 In 2007 – Apple
 In 2012 - Samsung
Nokia Rebranding 9
“Connecting People by offering great and
affordable mobile products that enable billions of
people worldwide to enjoy more...
Young and Tech-savvy is Nokia’s main target
market
Nokia Rebranding 11
 We will start with some facts and market
analysis
 Most competitors have positioned themselves as
being differentiated ...
 The number of smartphone users divided by
Women 47% and men 53%
 The highest smartphone penetration comes from
people a...
Nokia Rebranding 14
Nokia Rebranding 15
 Biggest Competitors(Apple and Samsung)
have already captured most of male
customers
 Nokia Shouldn’t compete with Apple...
 Busy multi-tasking Women
 Tech Savvy Young audience
 Followers
Nokia Rebranding 17
 Busy Multi-tasking Women
 Do not need advances technology devices
 Cares about product benefits and not the
functional...
Customer
CapabilityCompetitor
Nokia Rebranding 19
 Want a product that assist their everyday life
 Effective Time Management
 Need work/life balance
 Seek for value and...
 Solid performance and durable products
 Sustainable technology
 Dual Power source – Solar and battery
 Ability to thi...
- Innovative, cutting-edge
technology, world class design, premium
high end products
- Life style, simplicity, creative,
f...
3 WORDS
Assist Simplify Confident
Nokia Rebranding 23
Nokia’s Old Logo Nokia’s Proposed Logo
Nokia Rebranding 24
Foldable,
Unbreakable,
Any OS Compatible,
Dual Power (Solar and Battery),
Bose Speakers,
Dr. B’s Headsets,
Walkie-Talkie w...
7 Start New Smartphone
 Foldable,
 Unbreakable,
 Any OS Compatible,
 Dual Power (Solar and
Battery),
 Bose Speakers,
...
 Arpita Dugad
 Shivani Koul
 Bipin Valsan
 Muzaffar Hasnain
 Devidas Satavalekar
 Ramesh Kadaganchi
 Ankur Agarwal
...
 What Nokia Can do
 Needs to evolve as a product benefit rather than
just product features
 Target Young and Tech Savvy...
Nokia smart phone brand relaunch
Nokia smart phone brand relaunch
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Nokia smart phone brand relaunch

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Transcript of "Nokia smart phone brand relaunch"

  1. 1. Nokia Rebranding 2
  2. 2. Nokia Rebranding 3
  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. 4.  Background Info  Past  Present  Future Nokia Rebranding 5
  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. 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. 7. Nokia’s Global Smartphone share from 2007 to 2012 Nokia drops in Global Brand Ranking Weakened Brand - Nokia Rebranding 8
  8. 8. Emergence of Competitive Rivalries  In 2002 – Blackberry  In 2007 – Apple  In 2012 - Samsung Nokia Rebranding 9
  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. 10. Young and Tech-savvy is Nokia’s main target market Nokia Rebranding 11
  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. 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. 13. Nokia Rebranding 14
  14. 14. Nokia Rebranding 15
  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. 16.  Busy multi-tasking Women  Tech Savvy Young audience  Followers Nokia Rebranding 17
  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. 18. Customer CapabilityCompetitor Nokia Rebranding 19
  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. 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. 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. 22. 3 WORDS Assist Simplify Confident Nokia Rebranding 23
  23. 23. Nokia’s Old Logo Nokia’s Proposed Logo Nokia Rebranding 24
  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. 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. 26.  Arpita Dugad  Shivani Koul  Bipin Valsan  Muzaffar Hasnain  Devidas Satavalekar  Ramesh Kadaganchi  Ankur Agarwal Nokia Rebranding 27
  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
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