Nokia Final Square

8/14/2019 Nokia Final Square

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History of NOKIA

Nokia is a Finland based company,incorporated in 1967.

Nokia started of as a pulp, rubber &

cable manufacturing company.Between 1992 & 1996, the company

exited from the rubber and cablebusinesses

August 1997 Nokia - GSM systems to 59operators in 31 countries.

Its the leading manufacturer of mobile

devices.


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Some First for NOKIA inINDIA

Entered in 1994

Nokia 2110 first ever GSM call

Operating office New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad, and Ahmadabad

R&D facility in Bangalore, Hyderabad and Mumbai

1995 First mobile phone call made in India on a Nokia phone on a Nokia network.

1998 Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 First phone with Hindi Menu (Nokia 3210)

2002 First Camera phone (Nokia 7650)

2003 First Made for India phone, Nokia 1100


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Some First for NOKIA inINDIA.

2004 Saral Mobile Sandesh, Hindi SMS on a wide rangeof Nokia phones

2004 First Wi-Fi Phone- Nokia Communicator (N9500)

2005 Local UI in additional local language

2006 Nokia manufacturing plant in Chennai2007 First vernacular news portal


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LOGOS

NOKIA Company logo, 1966.

The NOKIA

"arrows" logobefore its

Connecting People

logo.

"Connecting

People" slogan
http://en.wikipedia.org/wiki/Image:Nokia_Connecting_People.svghttp://en.wikipedia.org/wiki/Image:Nokia_arrows_logo.svg


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Number of mobile subscribers in INDIA has crossed the 250million mark.

Mobile phone production in India was expected to grow from51 million units to 110 million units by 2011.

Handset Market Share

Nokia: 58.64%

Sony: 15.89%

Samsung: 7.28%

Motorola: 1.71%

Others: remaining


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MissionIn a world where everyone can be

connected, we take very humanapproach to technology

Connecting is about helping people to feel close to what

matters. Wherever, whenever, Nokia believes incommunicating, sharing, and in the awesome potentialin connecting the 2 billion who do with the 4 billion whodont. If we focus on people, and use technology to helppeople feel close to what matters, then growth will

follow. In a world where everyone can be connected,Nokia takes a very human approach to technology.


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Vision

The Vision of Nokia:

Our vision is a world where

everyone can be connected. Ourvision is to ensure that 5 billionpeople are always connected at

any given point and to achieve100 fold more network traffic


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Why NOKIA on Top ?

Developing affordable mobile devices that cancontribute to increased economic growth and quality

of life

Constant innovation. Focusing on human technology;

enhancing communication and exploring new ways to

exchange information.

Thats why Nokia will never stop finding new ways of

connecting people.


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Marketing Mix : 4Ps

Product

Variety

In every series of Nokia there are largenumber of sets thus large variety.

Quality

Nokia gain brand personality and marketshares because of its quality.


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4Ps.

Design

Nokia sets are of various design such as Flip sets ,Flat sets, Slide sets , Sets with rotating camera etc

Features

Each set of Nokia has its own features . Themodels of Nokia are based on features. e.g. Nokia1100


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Price

Price targeting both the ends Price range from Rs1200 to RS 35000

Pricing strategy

Nokia also offer cash allowances.


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PromotionAdvertising:

Though TV , Sign boards , Bill boards , Radio and Newspaper

Broachers , Posters ,Dummies and display stands

Personal selling:

By product training to Distributer.

Sales Promotion


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Place Channels

Nokia > Distributer > Whole seller > Retailer > Customer

Coverage

Nokia is widely available all over INDIA


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Product Mix of Nokia

N-series: N97 mini(Coming soon), N97, N96,N95, N86, N79, N73, N72, N70

E-series: E75, E72, E71, E66, E63, E50, E51

XpressMusic: 5800, 5730, 5530, 5310, 5220,5130And Many Others


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http://images.google.co.in/imgres?imgurl=http://www.ifa-show.com/news_images/0240_nokia_n97.jpg&imgrefurl=http://www.ifa-show.com/nokia/mobilephone/cameraphone/&usg=__DW_B8C-78Kbp600ZgE21Vz17858=&h=563&w=466&sz=67&hl=en&start=55&um=1&tbnid=Zx-WnnS4D5SLrM:&tbnh=133&tbnw=110&prev=/images%3Fq%3Dphotos%2Bof%2Bnokia%2Bmobile%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D54%26um%3D1


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RIVALRY AMONGCOMPETITORS

INDUSTRY GROWTH RATE:The industry has grown by10% during 2008.

CONCENTRATION AND BALANCE:The major playersare LG, Motorola, Samsung and Sony Ericsson.

INFORMATIONAL COMPLEXITY: Devices are becomingmore complex and getting features (picture, audio, video)that are outside the core competencies of traditionalmanufacturers.

CORPORATE STAKES: High stakes for the companiesbecause of huge investments into the business.


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BARGAINING POWER OFBUYERS

BUYER INFORMATION: Buyers have comparative informationabout the product in terms of price and features.

BUYER CONCENTRATION: Network operators are relativelyconcentrated and large service providers such as Airtel andVodafone have high bargaining power.

SWITCHING COSTS: Individual buyers have low switching costsand are price or feature sensitive.

PRODUCT DIFFERENCES: Low degree of product differentiationand any new feature or technology is quickly imitated.


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BARGAINING POWEROF SUPPLIERS

SWITCHING COSTS:A large number of suppliers for noncritical components.For critical components suppliers work

closely with companies as they involve joint development ofspecialty inputs and sub-systems.

THREAT OF FORWARD INTEGRATION: Suppliers do notpose any credible threat of forward integration even though

they are outsourced.


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THREAT OF NEW ENTRANTS-ENTRY BARRIERS

PROPRIETARY PRODUCT DIFFERENCES:Technology andproduct designs are protected by patents.

BRAND IDENTITY: Powerful brand identity of the existing

players developed through advertising and productexcellence.

ECONOMIES OF SCALE: High fixed costs means thatvolume is essential to companies.

CAPITAL REQUIREMENTS: Activities such as R&D andadvertising requires large capital commitments.


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Basis of Competitive

Advantage

Product competitiveness : Nokia profitably competes in allmobile device segments from entry-level to high-end. It has the

broadest product portfolio in the market.

Customer satisfaction :Nokia uses customization to gain

greater customer satisfaction R&D effectiveness : Nokia spent about USD 3.4 Billion on

R&D.

Demand-supply network alignment :Nokia captures itspotential upside in high-demand situations by aligning its

demand-supply network.


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MarketingStrategiesNokia Focused on Handset Manufacture only

Enhance Product Portfolio Increase Distribution Channels

Adjust Preferences for specific markets

CustomerSatisfaction Focused on Replacement

Increase Commitment to Emerging Market

Improve Collaboration on Designs

Ensure Accountability and Quality

Aggressive Pricing


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BATTERY ISSUE

Three types of batteries are currently available for

consumers

Original Nokia batteries.

Batteries manufactured by third parties sold under

own brand or no-brand

Counterfeit batteries


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Cases of Exploding Batteries

30-40 cases globally of exploding non-originalbatteries.

Primary root cause of non-original battery failure isinternal short circuit in the cell.

Vast majority of short circuits caused by traumaticevent (i.e., dropping the phone) which jeopardizes

integrity of poorly manufactured batteries.

In each and every case, the battery in question hasproved to be a non-original battery (either third-party

or counterfeit) which did not include industry

standard safety measure.


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Nokias Response to Faulty & Illegal

Batteries

Nokia took all possible actions to ensure customersafety and satisfaction.

Launched customer service program to helpconsumers and retailers recognize non originalbatteries.

Replaced the batteries that were manufactured during

that period with original one & that too free of cost.


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SWOT ANALYSIS

STRENGTHS

The Leader in the Industry with wide range of products

Great features of Nokia Handsets (call quality, h/w,battery, robustness)

Strong Customers Relation. High quality and professional team in the HRD Dept and

a very strong R&D Unit.


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WEAKNESS

Heavy in weight ( Most Models ).

Aggressive pricing for high end products which is

expensive than other competitors. Big in Size ( Difficult Handling )


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OPPORTUNITIES

Increase their presence in the CDMA market, whichthey are just entering, as well as 3G

Introduction of new verticals (hardware) Untapped Rural Market


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THREATS

Strong Competition.

Saturation in Current Market

Challenges of Continuous Technological

Development.


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Conclusion

Targeting Millions of internet users

Low cost web enabling by 2010

Focusing on the lower end of thesociety.


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THANK YOU!!!

Nokia Final Square

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