Nokia went through typical product life cycle stages from introduction to decline over the years. It started with early mobile phone models in the 1990s during the introduction phase with low sales. Growth occurred in the 2000s as models like the Nokia 3310 became popular and sales increased. The maturity phase saw a focus on touchscreen and smartphone models but competition from Android and iOS increased. Finally, Nokia entered a decline phase from 2011 as it struggled to compete with other operating systems and eventually sold its mobile phone business to Microsoft in 2013.

1. Product Life cycle of Nokia
Submitted to Presentation by
Prof. Kamal Sharma Rampal singh
Department of Mech. Engg. Mtech First year
1

2. Product Life-Cycle Strategies
• Product development
• Introduction
• Growth
• Maturity
• Decline
• Begins when the
company develops a
new-product idea
• Sales are zero
• Investment costs are
high
• Profits are negative
PLC Stages

3. Product Life-Cycle Strategies
• Product development
• Introduction
• Growth
• Maturity
• Decline
• Slow sales growth – cell
phones 15 yrs back, Hybrid
cars today, Blu-Ray
technology, HD TV
• Intensive promotions,
communications
• Price uncertainty
• Uncertain competition
reactions
• Uncertain consumer
responses
• Non-existent profits
• Negative cash flow
PLC Stages

4. Product Life-Cycle Strategies
• Product development
• Introduction
• Growth
• Maturity
• Decline
• Slow sales growth – Land
lines, 100cc motorbikes,
fountain pens
• Price reductions,
promotions
• Features changes /
reductions / new
• Profits go down
• Competitors introduce new
products
• Brand sustainability is
imperative in
communication
PLC Stages

5. Product Life-Cycle Strategies
• Product development
• Introduction
• Growth
• Maturity
• Decline
• Decline in sales – audio &
video cassette players,
pagers
• New products meet
satisfaction
• Profits erode
• Communication expenses
are stopped
PLC Stages

6. 6
TIME
S
A
L
E
S
Product Life Cycle - Competitive Marketing

7. COMPANY PROFILE
Product Life Cycle - Competitive Marketing 7
Nokia Corporation is a Finland based
MNC
Headquarter -- Espoo, Finland
CEO – Stephen Elop
Founder – Fredrik Idestam 1865
Nokia started as a pulp, rubber & cable
manufacturer company

8. Time
Growth
Maturity
Decline
Introduction
Sales curve
The Concept Phones
Nokia E- series
Nokia Symbian
& N- Series
Nokia Windows &
Symbian phones
PRODUCT LIFE CYCLE OF NOKIA
Product Life Cycle - Competitive Marketing
5

9. Lifecycle
• Globally Nokia’s market is at Decline due to shift from
Symbian to Windows phone devices
Globally & in
India Placed
Here
Rs
Time
Product life cycle
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10. 4/11/2020 Product Life Cycle - Competitive Marketing 10
INTRODUCTION STAGE ( 1995 – 2002)
NOKIA 2110
1. Entered India in 1995
2. Launched very few models
due to lesser demand &
innovation
3. GSM & CDMA phones
4. Launched 1st model Nokia
2110 with Nokia tune
5. 2110 was 1st model capable
of sending/receiving sms
6.Competed with the then
market leader ‘Motorola’

11. Product Life Cycle - Competitive Marketing 11

12. 4/11/2020
Product Life Cycle - Competitive Marketing 12
GROWTH STAGE ( 2003 – 2009 )
a

13. Launched phones without
external antenna
Had better features like games,
alarm, ergonomic keypad,
display etc.
Models like Nokia 3310/3315
marked beginning of growth
stage
Launched models like N95 to
compete with Apple’s i-phone
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PRODUCT
a

14. Features :
Slider Phone
3G
Wi-Fi (WLAN)
Radio
MP3 Player
Video Record
Loudspeaker/Speakerphone
Bluetooth
Camera 5 Mega pixel
Video Record.
NOKIA N95 8GB
FEW POPULAR N-SERIES MODELS OF NOKIA
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15. 31191 30016 29455 29267
34191
41121
51058 50710
40984
3362 4780 5011 4330 4639 5488
7985
4966
1197
2200 3381 3592 3207 3616 4306
7205
3988
891
0
10000
20000
30000
40000
50000
60000
2001 2002 2003 2004 2005 2006 2007 2008 2009
EURO(million)
YEARS
NOKIA
Net Sales Operating Profit Net Profit Linear (Net Sales)
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SALES FIGURE ( 2001 – 2009 )
a

16. 4/11/2020 Product Life Cycle - Competitive Marketing 16
MATURITY STAGE ( 2009 – 2011 )
a

17. Launched a lot of touch screen
models
Launched 1st Maemo 5 OS
phone N-900
Launched Qwerty+touch
model N-97
Focussed on E-series phones to
compete with Blackberry
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PRODUCT
a

18. q
4/11/2020 Product Life Cycle - Competitive Marketing 18
DECLINE STAGE ( 2011 Q3 – PRESENT )

19. Product Life Cycle - Competitive Marketing 19

20. Upgraded its Symbian OS with ‘3’
& ‘Belle’
Shifted focus on Windows as
its main OS
Launched 1st Windows phone,
Lumia 800
Used Symbian only in low end
models
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PRODUCT
a

21. a
General 2G Network GSM 850 / 900 / 1800 / 1900
3G Network HSDPA 850 / 900 / 1900 / 2100 - RM-819
HSDPA 900 / 1900 / 2100 - RM-801 CV
Announced a 2011, October
Status Available. Released 2011, November
Display Type AMOLED capacitive touchscreen, 16M colors
Size 480 x 800 pixels, 3.7 inches (~252 ppi pixel density
3.5mm jack Yes
Memory Card slot No
Internal 16 GB storage, 512 MB RAM
Data GPRS Class 33
EDGE Class 33
Speed HSDPA 14.4 Mbps, HSUPA 5.76 Mbps
WLAN Wi-Fi 802.11 b/g/n
Bluetooth Yes, v2.1 with A2DP, EDR
USB Yes, microUSB v2.0
Camera Primary 8 MP, 3264x2448 pixels, Carl Zeiss optics, autofocus, dual-LED flash
Secondary No
Features OS Microsoft Windows Phone 7.5 Mango, upgradable to v7.8
Chipset Qualcomm MSM8255 Snapdragon
CPU 1.4 GHz Scorpion
NOKIA LUMIA 800
21

22. SALES FIGURE FROM 2009 - 2012
40984
42446
38659
30176
1197 2070
-1073 -2303
891 1850
-1164
-3106
-10000
0
10000
20000
30000
40000
50000
2009 2010 2011 2012
EURO(million)
YEARS
NOKIA
Net Sales Operating Profit/Loss Net Profit/Loss Linear (Net Sales)
22

23. Product Life Cycle - Competitive Marketing 23
NEW DRAFTING STRATEGIS
 • Nokia launched Windows Phones series dubbed as the Nokia Lumia.
Fast-forward to 2013, Nokia has a full portfolio of great Windows Phone 8
smart phones, from a 520 through the award winning Lumia 920 and the
ground-breaking Lumia 1020, which enables photography never seen
before in a Smartphone.
 • In September 2013, Nokia announces that it has entered into an
agreement with Microsoft whereby Microsoft would purchase
substantially all Devices & Services, the Nokia business which makes
mobile phones and Smartphone's.
 • Stephen Elop facilitated this deal and his role in it has been questionable.
 • Though Nokia is now reporting profits, it had lost its glory in the market
it once dominated singlehandedly.

24. WRONG DECESION
Product Life Cycle - Competitive Marketing 24
While the entire Smartphone OS industry was evolving,
manufacturers moved on and adopted various operating
systems like Android, Windows, Bada, Meego, et cetera, Nokia
decided to stick to Windows OS only.
 As Android and iOS became more popular, Nokia and its
windows phones failed to attract any attention.
 Though the new technologies developed by Nokia were
ground breaking, they were not promising enough

25. RESULTS
Product Life Cycle - Competitive Marketing 25
Microsoft has agreed a deal to buy Nokia's mobile phone
business for 5.4bn Euros ($7.2bn; £4.6bn).

26. Product Life Cycle - Competitive Marketing 26