Nokia Corporation is a Finland based multinational company
Headquarter -- Keilaniemi, Espoo , city neighboring Finland's 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 ”
LOGOS… NOKIA Company logo, 1966. The NOKIA "arrows" logo before its Connecting People logo. "Connecting People" slogan, invented by Ove Strandberg.
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
Revenue €50.722 bn (2008)
Operating income €4.966 bn (2008)
Net income €3.988 bn (2008)
Total assets €39.582 bn (2008)
Total equity €16.510 bn (2008)
Employees 120,827 in 120 countries (June 30, 2009)
Tires ( car and bicycle )
Footwear (including Wellington boots )
Consumer electronics such as televisions
Electricity generation machinery
Military technology and equipment
Military communications and equipment
Message device system“
Digital television – ( digital set-top boxes )
Personal computers (1980)
Mini laptops –
On August 24, 2009, Nokia announced that they will be entering the PC business with a high-end mini laptop called the Nokia Booklet 3G
GPS products Global Positioning System
NOKIA Accessories …
Carrying and styling: carrying cases, phone jewellery
Car solutions: car kits, car phones, mobile holders
Headsets: audio adapters, bluetooth headsets, wired headsets, loopsets
Memory cards and cables
Music related products: speakers
Navigation: navigation kits, car navigation
Home and office: desk stands, imaging, wireless digital pens, wireless keyboards, mobile TV receivers
Power: batteries, chargers, charger adapters
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
Time Sales or Profits Growth Maturity Decline Introduction Sales curve The Concept Phones Nokia E- series Nokia Symbian & N- Series Nokia 30 & 40 Series Product life cycle of NOKIA
Nokia Siemens Networks is a joint venture between Nokia and Siemens AG on 19 June 2006 .
Nokia Siemens Networks services division is based in INDIA
Nokia Siemens Networks has operations in some 150 countries
They merge their mobile and fixed-line phone network equipment businesses to create one of the world's largest network
Both company has a 50% stake
The companies predicted annual sales of €16 bn and cost savings of €1.5 bn a year by 2010.
Since December 1997, Nokia has acquired 37 companies or businesses
On August 5, 2009, Nokia acquire Cellity, a mobile software company
In September, 2008, Nokia acquired OZ Communications of Canada
In July 10, 2008, Nokia bought Navteq , a U.S.-based supplier for a price of $8.1 billion
In September 2007, Nokia acquire Enpocket , a supplier of mobile advertising technology
In July 2007, Nokia acquired Twango
N et Sales 2009 Nokia Mobile Phones net sales by region Europe & Africa 46% Americas 35% Asia Pacific 18%
World's largest manufacturer of mobile phone since 1998
Market share -- 38% in Q2 2009
Sales volume 210 million units in 2008 (total market volume 520 million units)
employed 39,350 people in research and development, representing approximately 31% of the group's total workforce
Number of mobile subscribers in INDIA has crossed the 250 million mark.
Mobile phone production in India was expected to grow from 51 million units to 110 million units by 2011.
Handset Market Share
Marketing Strategies Nokia…
Focused on Handset Manufacture only
Enhance Product Portfolio
Increase Distribution Channels
Adjust Preferences for specific markets
Focused on Replacement
Increase Commitment to Emerging Market
Improve Collaboration on Designs
Ensure Accountability and Quality
Macro Enviroment of NOKIA POLITICAL FACTOR: ECONOMIC FACTOR : SOCIAL FACTOR : Nokia has been a member of the United Nations Global Compact since 2001 Nokia reported spending $5.4 million on lobbying in the U.S. in 2007 and $2 million on lobbying in 2008. Nokia had to change its functions from single market to global market due to collapse of Russian Federation .
TECHNOLOGICAL FACTOR: LEGAL FACTOR: Patents right on technology ENVIRONMENTAL FACTOR : Environmentally ethical considerations amongst suppliers. Life cycle impact of NOKIA throughout the supply chain Improvement or Changes in technology Macro Enviroment of NOKIA
Nokia immediate geographic target is rural India.
The total targeted population is estimated at 100 million.
Male and female.
Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market
BCG Matrix of NOKIA Premium Series N-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.
Estimating cost – Experience Curve Theory : P1 P2 P3 Price/Cost Time Period / Units Produced Experience Curve T1 T2
Nokia has opened its retail outlet ‘Nokia Priority’ as well as many authorized dealers at various places.
Consumer Manufacturer Dealer
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.
Supply Chain Management
Nokia > Distributer >> Whole seller >>> Retailer >>>> Customer
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.
Advertising: Through TV, Sign boards, Bill boards, Radio, Newspaper, Broachers, Posters, Dummies and display stands
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 .
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
Packaging is important because it protects products as they make their way from factory to customers.
Attractive, Good & Secure Packing
Branding Decisions :
Nokia follows Umbrella branding “N Series” & “E Series”
Logo shows their brand personality
Nokia focused on building customer, relationship and trust
Building friendship and trust is the heart Nokia brand
Branding… Nokia built its brand with high-end multimedia handsets for upscale buyers and low-priced phones for emerging countries.
Nokia’s key quality targets are:
For Nokia to be number one in customer and consumer loyalty .
For Nokia to be number one in product leadership .
For Nokia to be number one in operational excellence .
Quality… Quality is at the heart of Nokia’s brand promise, very human technology .
1. Break out of cities to rural areas: Focus on areas, where the cost of building wireless infrastructure is more cost effective than in building a fixed line (China/India)
2. Focus on Youth: Imaging and games (China/India)
Globally Nokia’s market is at maturity, where as in India it is still in the Growth stage.
Globally Placed Here In India Placed here Rs. Time Product life cycle
China Mobile made Copy Of NOKIA Sets.
Looking mainly at the competition that are taking away Nokia’s market share.
Orange, Vodafone and O2 and many other operators are globally selling their own brands of phone.
Higher import charges.
Production Unit : Networks Technology China Finland India Mobile Devices and Enhancements Brazil China Finland Great Britain Hungary India Mexico Romania South Korea