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  1. 1. Mobile Handset Market in India (Value in US milion $) India currently has 68 mobile handset players and it is expected to increase to 200 by 2015 Average Selling Price (ASP) of mobiles sold in India is around Rs 2500 Total number of mobile subscribers in India to grow to 1billion by 2015
  2. 2. Mobile Handset Market Share (in 2010-11) 26% 39% Nokia Samsung5% Micromax 6% Blackberry 7% LG 17% Others Total Volume: 156 million units NOKIA- Market Leader
  3. 3. HistoryFounded as a paper mill in Finland by Fredrik Idestam NOKIA CORPORATIONNordic Mobile Telephone (NMT) launchedTelecommunication branch ‘Nokia-Mobira Oy’ formed Mobira Cityman, 1st handheld NMT phone launched Jorma Ollila becomes President and CEO of Nokia 1st GSM handset, Nokia 1011, launched
  4. 4. Nokia Verticalization
  5. 5. PEST Analysis1991 – Economic of mobile communication with the origin of1995 – evolution Liberalization Reforms Mobile Telephony in India1994 – National Telecom1992-1999 – Indian economic transformed from socialistic market to capitalistic market1999 – New– Rise in income levels of society2000-2010 telecom PolicyGrowth prospects – Indian telecom industry is the fastest growing2000-2010 – Government encouraging the FDI and competition. telecom industry in the worldIndian Mobile Market set to grow to $18 billion by 2012
  6. 6. PEST AnalysisRise of Information societyMore awareness about mobile phone handset choice and Global advancements in technology such as MMS, Bluetooth, WAP, GPRS, cameras, social network, information availability advancements due to increased3G etcChange in lifestyle more technologically advanced than their Asian markets areEuropean counterparts. For example in influence) 4% of phones in Peer group influence (Reference group 2002, justEurope had cameras, whereas in Asia, it was 90% Roles and Status
  7. 7. Consumer BehaviourClose family relationships Need for communicationSaving-oriented mentality Need for low end mobile phonesStatus symbolFamily & friendsAge & occupation •Students •Working Professionals •Housewives
  8. 8. Post Sales Behaviour Availability of service centers Online applications and applications stores ◦ Nokia Ovi Suite ◦ Nokia PC Suite ◦ Nokia Beta Labs ◦ Symbian OS Software upgrades Resale value
  9. 9. Consumer Survey AnalysisFEATURES PRICE
  10. 10. Consumer Survey AnalysisWhat you like in What you dislike NOKIA in NOKIA
  11. 11. Psychographic Segmentation High InvolvementRational Aspirational Low Involvement
  12. 12. Marketing Mix PRODUCTClassification of products based on:Use Push mail servicesMessaging 3GneedMobile business solutionsFM MP3 GPSprice Cameracamera and HD video RingtonesQuick Office High MP Bluetooth Color Screen Call conferencing GPRS Alarm Nokia 5800 • SEGMENT - Mid-range multimedia phones Nokia N8 Nokia E72 1100 Young Generation from middle & Nokia •TARGET • SEGMENT - GROUP - Smart Multimedia phones High End • SEGMENT - Low end basic phone • SEGMENT - Mid-high end Business-cum-Smart phones upper-middle class •TARGET GROUPGROUP - Lower class (first time users) •TARGET GROUP -- Business professionals aged 25crazy •TARGET •POSITIONING Young Generation from the upper - device for the music - 50 middle class •POSITIONING - incomes with upper middle classHighly reliable & durable phone customers. •POSITIONING - device packed with must have features •In 2008, NavigationIndia for working class Edition to released which •POSITIONING – Business phonewas serve needs of like vibrant GUI, music,selling model- sold 250 million •World’s best connectivity, photography, games working professional + good multimedia support with positioned it as much more than a music phone etc phones maps, navigation features, car charger and car kit
  13. 13. Marketing Mix PRICE Low end phonesPrice wars leading to lower profits High end phonesHigher demand for advanced features
  14. 14. Marketing Mix PLACE Nokia has the largest mobile distribution network of 1,30,000 outlets Nokia ‘Concept Store’ setup in 9 major cities across India to enhance customer experience Nokia Priority Dealers setup in all Tier- 1 and Tier- 2 cities Multi-brand stores like The Mobile Store, Hot Spot, Big C, etc
  15. 15. Marketing Mix PROMOTION Below the line marketing Brand Ambassador Priyanka Chopra / Shahrukh Khan Digital marketing through social networking sites, mobile sites, blogs, etc Extensive TV campaigns and Advertisements in regional languages Made For India advertisement for Nokia 1100 The Har Jeb Mein Rang Advertisement Campaign Main sponsor of Kolkota Knight Riders in IPL Nokia India Fest 2011-Pan India College festival
  16. 16. Marketing Mix PROMOTIONRURAL MARKET Nokia Life Tools (Jeevan Sadhan): SMS Mechanism, Sachet Pricing, Daily cost of Rs 1 only ‘Showrooms on wheels’ and ‘Rural care on the go’ Tie-up with major micro-finance institutions like SKS Microfinance
  17. 17. Branding & Positioning Brand value worth 20 billion dollars Voted as ‘The most trusted brand in India’ according Brand Equity Survey (Jan,2011) Brand personality of Nokia- A trusted friend Nokias slogan- Connecting people Media Budget Distribution:20% Print media and 80 % Television media
  18. 18. Branding & PositioningChanges in Branding Strategies Umbrella Branding- N series & E series Company Name Branding Rebranding of Ovi stores to Nokia Services Rebranding effort by changing the classic Nokia Sans font to Nokia Pure font
  19. 19. Branding & Positioning PositioningPoints of Parity (POP) Points of Differentiation (POD)Good voice clarity  Robust build Camera  High battery life GPRS  Good brand perception FM & Music Player  Ease of use
  20. 20. Porter’s 5 Forces Framework Analysis
  21. 21. RIVALRY AMONG COMPETITORS CONCENTRATION AND BALANCE: The major players are Samsung, Micromax, Blackberry, LG, HTC etc INFORMATIONAL COMPLEXITY: Devices are becoming more complex and getting features that are outside the core competencies of traditional manufacturers CORPORATE STAKES: High stakes for the companies because of huge investments into the business REDUCING PROFIT MARGINS due to intense competition & price wars
  22. 22. Competitive Analysis
  23. 23. BARGAINING POWER OF BUYERS BUYER INFORMATION: Buyers have comparative information about the product in terms of price and features. PRODUCT DIFFERENCES: Low degree of product differentiation and any new feature or technology is quickly imitated. LOW SWITCHING COSTS due to lower prices
  24. 24. BARGAINING POWER OF SUPPLIERS SWITCHING COSTS: A large number of suppliers for non critical components. For critical components suppliers work closely with companies as they involve joint development of specialty inputs and sub- systems. IMPACT ON DIFFERENTIATION : Companies could switch suppliers for non critical components but are closely tied to them for critical components and sub-systems. THREAT OF FORWARD INTEGRATION: Suppliers do not pose any credible threat of forward integration even though they are outsourced.
  25. 25. THREAT OF NEW ENTRANTS-ENTRYBARRIERS PROPRIETARY PRODUCT DIFFERENCES: Technology and product designs are protected by patents. Eg, Apple BRAND IDENTITY: Powerful brand identity of the existing players developed through advertising and product excellence. ECONOMIES OF SCALE: High fixed costs means that volume is essential to companies. CAPITAL REQUIREMENTS: Activities such as R&D and advertising requires large capital commitments. EXPECTED RETALIATION: Existing competitors have the financial clout to deter new entrants. ACCESS TO NECESSARY INPUTS: Suppliers work closely with existing companies and therefore critical components may only be available at a premium.
  26. 26. THREAT OF SUBSTITUTES PC based applications such as IP TELEPHONY Convergence between PDA’S AND MOBILE PHONES. Internet revolution
  27. 27. SWOT Analysis STRENGHTSStrong Corporate Brand & the largest cell phone vendorUser-friendly featuresStrong Distribution NetworkBest Navigation (Nokia OVI Maps)High resale value of hand-sets compared to other handsets WEAKNESSSlow to adopt new ways of thinking (for example, launch of dual sim mobiles)High prices compared to other domestic companiesSymbian OS lost out the race with Google’s Android and Apple iOSToo many products & very little product distinctionNo of features offered in the lower end Nokia models are very little and stagnant
  28. 28. SWOT Analysis OPPORTUNITIESNokia can expand its market share by introducing a new low cost brand incompetition to companies like Micromax, GFive etcIncrease their presence in CDMA marketThey can target the smart phone in the low to medium segment with MS Windows-7 platform THREATSThreats from emerging domestic companies like Micromax, Karbonn, Maxx, Lava,Spice etc who offer similar features at lower pricesIn the higher segment it is losing market share to players like Apple, HTC,Blackberry, Samsung, etc
  29. 29. Future Strategies New Brand segment for lower end phones Change in the distribution model
  30. 30. Future Strategies Increase the commission of mobile retailers More emphasis on social media marketing
  31. 31. Future Strategies Nokia mobile money project Leverage on Nokia-Microsoft Deal: Windows 7? MeeGo- answer to Android?