Nokia strategic marketing

1. NOKIA STRATEGIC
MARKETING
GHAMDAN
ABDULKADER

2. Brief History Of Nokia
1865
Wood Pulp
Mill
1871
Share
company
1898
Rubber Business
1902
Electricity
1965
Nokia Corporation
1990S
2012

3. Brief History Of Nokia
Founded in 1965 as a Finnish Multinational Communication
In 1990s, the company divested portfolio and focused on
telecommunication.
Sold its mobile business to Microsoft in 2011.

4. Nokia as a Company
ѼKey people
‡ Risto Siilasmaa (Chairman)
‡ Rajeev Suri (President & CEO)
‡ Timo Ihamuotila (CFO)
ѼRevenue - €12.70 billion
ѼOperating Income - €519 million
ѼNet Income - €-615 million
ѼTotal Assets - €25.19 billion
ѼTotal Equity - €6.46 billion
ѼEmployees - 90,981

5. Nokia Mission and Vision
Vision:
"Connecting People”
Mission:
"Build a new winning mobile ecosystem in partnership with Microsoft.
Bring the next billion online in developing growth market.
Invest in next-generation disruptive technologies. increase our focus on speed,
results and accountability"

6. Headquarters At Finland

7. Market share with its Competitor 2012
Smartphone Shipped in millions
Period Samsung Apple Nokia
Q3,2011 27.8 17.1 16.8
Q4,2011 36.5 37.0 19.6
Q1,2012 44.5 35.1 11.9
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
SAMSUNG APPLE NOKIA
27.8
17.1 16.8
36.5 37.0
19.6
44.5
35.1
11.9
Smartphone Shipped in millions
Q3,2011 Q4,2011 Q1,2012

8. Market share with its Competitor 2012
Smartphone Market Share
Period Samsung Apple Nokia Others
Q1,2012 30.6% 24.1% 8.2% 37.1%
31%
24%8%
37%
Smartphone Market Share Q1 , 2012
Samsung
Apple
Nokia
Others

9. MARKETING-MIX

10. PRODUCT
Variety: Nokia manufactures mobile phones in a wide
range of features and price range.
Quality: Nokia mobiles are of utmost quality.
Design: They are trendy, and kept up with the design.
Durability: This is one of the distinctive feature of Nokia
phones.
Features: The high end phones are equipped with features
like heart rate sensor, and low end phones with torch.

11. PRICE
A wide price range of phones
Ranges from 20$ to 800$
Low end phone- Market penetration
High end phone- Market skimming.

12. PLACES
Largest network of over 1,30,000 stores
Sales through Multi-branded stores(the mobile store)
 Nokia stored spread all over the world
 New concept of Nokia Music store

13. PROMOTION
 TV campaigns and advertisements
and brand ambassadors.
 Nokia has always had a very huge
traditional, print media budget.

14. WHAT WENT
WRONG?

15. Nokia CEO ended his speech
saying this
“we didn’t do
anything wrong,
but somehow, we

16. WHAT WENT WRONG?
 Phones are often considered the most prestigious, and if you have a Mac, there are
several reasons for choosing the Apple-family member.
 Samsung’s Android phones are often seen as the most versatile, and they keep up the
idea of being more user friendly than iPhones.
 But Nokia’s phones aren’t connected to anything special. They’ve now tried to create
an idea of superior phone cameras. But that’s too little too late.

17. WHAT WENT WRONG?
Nokia was competing in a saturated market.
There was lack of innovation reflected in its products
The cost of running so many company outlets was very high
Employee salaries were very high
Even in drop off sales, the company had huge marketing budget.

18. WHAT WENT WRONG?
Nokia used Microsoft Windows as an operating system in there
smartphone when most of the other companies use ANDROID
OS of Smartphone Market Share
OS Q1,10 Q1,11 Q1,12 Q1,13 Q1,14 Q1,15 Q1,16 Q1,17
Android 9.6 36.4 56.9 74.4 80.8 78.8 84.1 86.1
iOS 15.4 16.9 22.5 18.2 15.3 17.9 14.8 13.7
Microsoft 6.8 2.6 1.9 2.9 2.7 2.5 0.7 0
RIM 19.7 13 6.8 3 0.6 0.4 0.2 0
Bada 1.9 2.6 0.7 0 0 0 0
Symbian 44.2 27.7 8.5 0.6 0 0 0 0
Other 0 0 0 0 0.6 0.5 0.2 0.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Q1,10 Q1,11 Q1,12 Q1,13 Q1,14 Q1,15 Q1,16 Q1,17
OS of Smartphone Market Share
Android iOS Microsoft RIM
Bada Symbian Other

19. Smatphones companies in 2016
ѼSamsung
ѼiPhone
ѼHuawei
ѼOPPO
Ѽ vivo
Ѽ Others

20. Smatphones companies in 2016
Smartphone Market Share
Period Samsung Apple Huawei OPPO vivo Others
2015Q4 20.40% 18.70% 8.20% 3.60% 3.00% 46.20%
2016Q1 23.70% 15.40% 8.40% 5.90% 4.40% 42.20%
2016Q2 22.80% 11.70% 9.30% 6.60% 4.80% 44.90%
2016Q3 21% 12.50% 9.30% 7.10% 5.90% 44.20%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
SAMSUNG APPLE HUAWEI OPPO VIVO OTHERS
Smartphone
Market Share
2015Q4 2016Q1 2016Q2 2016Q3

21. What should they do?
ѼComplacency
ѼBe more innovation
ѼNew stylish in low priced products
Ѽlike iPhone or Samsung, Nokia Symbian Should be:
‡ simple, tough
‡ user friendly
ѼInadequate assessment of the market
‡ Symbian to Android

22. THANK YOU