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Nokia 6630
- 1. NOKIA 6630 A PRODUCTDEVELOPMENT AND LAUNCH CASE STUDY Presented by: Anuj Kumar Bajpai (PG-08) Presented to: Deepak Kumar (PG-14) Prof. Kamal Gupta Deepak Kumar Choudhary (PG-15) Karan Goel (PG-20)
- 2. NOKIA HISTORY • 1980-Starting focus on its core business, telecommunications and consumer electronics markets through the acquisitions of Mobira, Salora, Televa and Luxor of sweden • 1987- Launched first handportable phone , the Nokia Cityman • 1992- Jorma Ollila became the president of entire Nokia Group
- 3. Tagline conveys “This Idea of ‘Connecting People’ by Nokia provides Service to people with the help of the Products”
- 4. Entry of Nokiain India • Nokia entered the Indian market in 1996. • Initially Nokia launched about 1 or 2 phones every quarter but in the past few years because of increased efforts in it R&D,Nokia has had at least 15 product launches every quarter. • Nokia has managed to cater to every segment and at accessible prices.
- 5. Nokia Major Areasof Business • Nokia Mobile phones • Nokia Networks • Nokia Venture Organization
- 6. Nokia Portfolio • Theportfolio of Nokia phones is divided into ten series each with distinct features. • As each series evolves additional benefits and experience are added to the same to give it an additional look and feel. • At a glance the brand portfolio looks like the following
- 7. Nokia Product Portfolio-Introduction •Plans for each quarter in advance • R&D is done in Mumbai and Bangalore • Each product caters to a functional need • Nokia categorization criteria Value Multimedia Lifestyle Business
- 9. How would youassess the competitive position of Nokia in the market ?
- 10. COMPETITIVE POSITION OFNOKIA IN MARKET • Market share- 36% Market share in Mobile phone • Product Portfolio • New Product Development • Technology • Innovation
- 11. Nokia Segmentation ofthe Indian Market • Nokia plans its products across all segments of the Indian demographics and they launch atleast one product in each quarter for all its segments. • Nokia has been able cater to majority of the Indian population. • Each quarter is prepared keeping demographical, psychological or physiological factors.
- 12. What are thecurrent and future threats for their product portfolio ?
- 13. THREATS FOR NOKIA •Competitors • Dependent on Mobile phone business • Technological Innovation • Threats of new entrant • Threats of substitute • Bargaining power buyers • Low switching cost Bargaining power of supplier • Strategic Alliance • High competition between suppliers
- 14. Is Nokia’s positioningclear ?
- 15. Target Market • NewGeneration • Premium Seekers
- 16. How relevant orappropriate is their NPD strategy? Give details
- 17. NPD Strategy • Skimmingpricing for Nokia 6630 • Distribution network-strategic co-operation with major 3G service providers • Creating niche markets • Focus on speed and capacity through innovation
- 18. THE MARKETING STRATEGIES •Product strategy • Market penetration policy for existing product • New product development strategy for maintain growth and protect market share
- 19. Pricing strategies thatNokia follow 1. Market skimming Nokia 6630 2. Penetration Pricing 3. Value Pricing
- 20. Promotion Strategies ofNokia Strategic co-operation with suppliers Integrated marketing communication campaigns were launched in mass media Television advertising Radio advertising Newspapers and magazines advertising Internet advertising Publicity: concerts, etc.
- 21. Conclusion Nokia has establisheditself as a household product not only in urban parts of India but rural as well. The most fascinating aspect of this brand being the accessibility and affordability. Whether it’s a beach or a remote hill station brand “Nokia” is available everywhere. Others brands like Samsung and LG have started gaining immense popularity but that they are only restricted to urban. Whereas Nokia going rural.
- 22.