Brand dossier on nokia

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  • 1. Group Members:Asish GhoshRicha DarukaShubhankar SenguptaZeeshan Mohammad
  • 2. AGENDA AGENDA Overview of Nokia Competitors of Nokia Future Direction of the company Hypothesis Market Research Analysis SWOT Analysis Recommendation
  • 3. AGENDA Overview of NOKIA•Timeline Overview of• Positioning and NOKIARepositioning .• AdvertisingStrategy andCompetition•DistributionChannel
  • 4. AGENDA Competitors of NokiaA brief review ofNokia’s Competitors Competitors of Nokia
  • 5. AGENDA Future Direction •Contains wherethe companywants to go and Future Directionwhat are thesteps taken.
  • 6. AGENDA HypothesisContains few ofthe assumptionswe intend to Hypothesisprove through ourmarket research.
  • 7. AGENDA Market Research AnalysisThis contians thesurvey as well as Market Researchour findings Analysisthrough the survey.
  • 8. AGENDA SWOT AnalysisStrengthWeaknessOpportunity SWOT AnalysisThreats
  • 9. AGENDARecommendationThis contains few ofourrecommendations Recommendationwe intend toprovide to Nokia,by which they canretain their marketshare
  • 10. TIMELINE Three companies, Nokia Ab, Finnish Nokia made its Cable Works& first digital Nokia First 3G phone. Finnish Rubber telephone launched it Nokia launchesIdestam named Works, which hadhis company switch, the first mobile its first 3G been jointly owned Nokia DX200. phone the phone, theNokia Ab. since 1922, officially Mobira Nokia 6650 merged in 1967. Cityman1871 1902 1967 1981 1982 1984 1987 1992 2002 2011 1. Nokia Ab The launch of Nordiac Nokia Nokia launched Nokia announced added Mobile Telephony introduced its its first digital a partnership with electricity (NMT) service. The first portable handheld GSM Microsoft. generation to service was the world’s phone, the phone, the its business first international Mobira Talkman Nokia 1011. activities in cellular network. It was portable phone. 1902 also the first company to introduce International Roaming. The Evolution of NOKIA through the years.
  • 11. FuturePositioning and Repositioning Repositioning •Replacing Symbian OS with Windows 7. Positioning •A £80 million global campaign of over 6 •“Only Nokia Human months Technology enables you to get more out of life." •Nokia understand what people want in life, and how it Repositioning can help. •Nokia lends personality to its Affordable mobile products, without even giving phones with Web and them specific names. Other applications.
  • 12. Advertising Strategy Target entry level phone users – ‘Made for India’ Target rural India – ‘Aap ki jeeven ki dore’ Target young generation – ‘Do the Music’ Target business class – ‘Its not just a phone, its who you are’Competitors Low – End Mobiles High – End Mobiles •Micromax •Blackberry •Samsung •Sony Ericsson •Maxx •HTC •Apple i-Phone
  • 13. Future Directions of Nokia Partnership With Microsoft Development of MAEMO Software
  • 14. Distribution Channelof Nokia in India Franchisees Rural Market Distribution Univercell The mobile Hotspot store Other Distributions in India
  • 15. HYPOTHESES1. Nokia is losing its marketshare due to its Operating Hsystem. 2. Nokia’s phones are more durable compared to its competitors. 3. Nokia’s phones have a longer battery backup compared to its competitors.
  • 16. MARKET RESEARCH Which Mobile Phone brand did you use Which brand of Mobile previously? Phone do you use? 2% 5% 1% Spice 3% 1% Spice 7%4% 2% 8% Sony-Ericsson 11% 11% 20% Samsung Sony-1% Nokia 12% Ericsson Micromax 50% LG Samsung HTC 62% Blackberry Nokia Apple Which brand of phone would you prefer to buy in the future? Nokia Apple i-Phone Blackberry HTC Micromax Samsung Sony-Ericsson 7% 1% 14% 34% 3% 27% 14%
  • 17. • Nokia is losing its 1st marketHypothesis: share due to its Operating system.
  • 18. 1st Hypothesis Are you aware of the operating system in your Mobile Phone? NO 13% YES 87%
  • 19. 1st Hypothesis We infer that operating system in a most critical parameter for 17% of the total respondents and it an important but not a critical parameter for 72% of the total respondents. 11% 17% Most critical parameter Important, but not critical Indifferent - Not Important 72%
  • 20. 1st Hypothesis Rank Correlation has shown:  People are aware of the Operating System.  Operating System is an important parameter in mobile phones.  ANDROID is being ranked high by most people.  Cellular Phone Survey_Phase 3.xlsx
  • 21. 1st Hypothesis Symbian OS Android RIM Bada OS Windows Nokia 71 7 2 1 8 Blackberry 3 8 56 7 6 Sony Ericsson 5 37 6 18 13 HTC 8 28 3 7 37 Samsung 3 34 3 36 8We observe that all the people who are aware about the operating system are notexactly aware about which operating system is being used by different brands ofmobile phones.
  • 22. Proof of the first Hypothesis. These inferences when taken all together proves that operating system is a reason for Nokia losing its market share, since people are concerned about the operating system
  • 23. • Nokia’s phones are nd more 2 durableHypothesis: compared to its competitors .
  • 24. 2nd Hypothesis Listed below are some features that are considered while purchasing a mobile phone.. the parameters are rated in the order of their importance 0.9 0.8 0.7 0.77 0.78 0.73 0.72 0.69 0.6 0.66 0.67 0.63 0.5 0.53 0.4 0.3 0.2 0.1 0We see that the weighted average of the respondents who considerdurability as a parameter while purchasing a mobile phone is high.
  • 25. 2nd Hypothesis: ANOVA TEST 29 N Mean Std. Deviation Std. Error Mean SS VAR00001 105 3.8019 1.57613 .15309 4 df VAR00002 105 3.2830 1.33634 .12980 7.25 MS VAR00003 105 3.3491 1.33125 .12930 3.57 F VAR00004 105 3.5755 1.39351 .13535 0.006934 P VAR00005 105 3.8679 1.47406 .14317 92% Accepted Confidence One-Sample Test Test Value = 0 92% Confidence Interval of the Difference Mean t df Sig. (2-tailed) Difference Lower Upper VAR00001 24.835 105 .000 3.80189 3.5313 4.0725 VAR00002 25.294 105 .000 3.28302 3.0536 3.5125 VAR00003 25.901 105 .000 3.34906 3.1205 3.5776 VAR00004 26.417 105 .000 3.57547 3.3362 3.8147 VAR00005 27.016 105 .000 3.86792 3.6148 4.1210
  • 26. 2nd Hypothesis:Rating the brands according totheir performance on the parameter - Durability 0.8 0.7 0.71 0.70 0.65 0.6 0.62 0.5 0.58 0.55 0.50 0.4 0.3 0.2 0.1 0 We infer that Nokia has been rated high on the parameter of durability as compared to other competing brands of mobile phones.
  • 27. Proof of the Second Hypothesis. So, taking into account the above inferences we can clearly infer that Nokia phones are considered more durable as compared to its competitor.
  • 28. • Nokia’s phones have a longer battery 3rd backupHypothesis: compared to its competitors.
  • 29. 3rd Hypothesis"I am satisfied with the battery back-up my phone gives" Strongly Agree Agree17 1515 5 1 0 0 4 3 4 1 0 01 0 0
  • 30. 3rd Hypothesis Rate the brands according to their performance on the parameter - Battery back-up0.90.8 0.780.7 0.70 0.670.6 0.63 0.62 0.610.5 0.550.40.30.20.1 0 Nokia Blackberry Samsung Sony Motorola LG Micromax Ericsson
  • 31. Proof of the Third Hypothesis. So the third hypothesis which says that Nokia has longer battery backup is being proved by our survey.
  • 32. Strength WeaknessBrand Name Non trendy operating systemStrong finances Slow to adopt new ways of thinkingHigh range of products Opportunity ThreatHigh growth of telecom industry SamsungCDMA market Growth of telecom industry- More competitorsCollaboration with carriers Inexpensive Asian brands
  • 33. Recommendation Should get the Need to develop Need to support of adequate preserve high application Operating end customer developers systemGive attention to Focus on core current competency –customer using Battery back-up Symbian & Durability