nokia marketing presentation

7/31/2019 Nokia Marketing Presentation

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SWOT ANALYSIS, COMPETITIVE STANDING AND BRAND POSITIONINGOF NOKIA BASED ON ATTITUDINAL SURVEY DATA

BY MOONWALKERS


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CONTENTS

Company profile

Nokia in India

SWOT analysis

World market share of Nokia in India

Competitive standing and brand positioning of Nokia bas

Methodology

Questionnaire

Findings

Summary


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COMPANY PROFILE

A Finnish company.

1,23,000 employees in 120 countries.

Sales in over 150 countries.

Global annual revenue $ 2 billion as of 2009.

World market share of 36.60%.

R&D facilities in 16 countries.

16 manufacturing facilities all over the globe.

Brand value - $ 34.9 billion as of 2009.

Fortune global 500 companies 85th.

Fortunes worlds most admired companies 41st.


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NOKIA IN INDIA

Started its India operations in 1995.

Presently operates out of offices in New Delhi,Mumbai, Kolkata, Jaipur, Lucknow, Chennai,Bangalore, Pune and Ahmedabad.

R&D facilities in Bangalore and Mumbai.

A manufacturing plant in Chennai.

A Design Studio in Bangalore..

Over 15000 employees in March 2009. Today, India holds the distinction of being the

second largest market for the company globally.

Over 1,30,000 outlets all over India.


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SWOT ANALYSIS

STRENGTHS

Brand ambassador - Shah RukhKhan.

Nokias link with KolkataKnightriders.

Long battery life and backup.

Great designs.

Multi tasking in mobiles of higherprice range like N-series, E-series, etc.

Great after-sales service.

WEAKNESSES

Mobile gets hanged and becomesslow when the memory card isalmost full.

Nokia advertisements notconcerned about low range

mobiles. Not concern about the lower

class of the society.

Camera quality not good ofmobiles other than N-series.

High price.THREATS

High competition from Samsung,LG, Maxx, Micromax, etc.

Other companies introducing newfeatures consistently at low price.

OPPORTUNITIES

Increase their presence in the 3Gand EDGE market.

Capturing the rural areas byemphasizing more on low rangemobiles.

Introducing features at low price.


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WORLD MARKET SHARE


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COMPETITIVE STANDING &

BRAND POSITIONING

Competitive Standing:

Competitive Standing is all about where a particularcompany stands compared to other companies withrespect to different parameters

Brand Positioning:

Brand positioning is the process by which marketerstry to create an image or identity in the minds of

their target market for its product, brand, ororganization.


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METHODOLOGY

Preparing a questionnaire based on attitudinalsurvey data.

Commencing the survey.

Tabular and graphical representation of the raw

data. Findings and analysis.


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QUESTIONNAIRE

The questions asked are:

How many mobiles do you have?

Which mobile brand(s) do you have?

If you have more than 1 brand, then which brand do

you use the most? What persuaded you to buy this mobile?

What do you like the best about this mobile?

How long do you have this mobile?

Did you find any problem(s) with the mobile duringthe above mentioned duration?

What problem(s) did you face?

How was the after-sales service?


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FINDINGS 1

Sample size = 136

Mobile brands most used:

Nokia = 55 (40%)

Samsung = 17 (13%)

LG = 12 (9%)

Motorola = 13 (10%)

Sony Ericsson = 18 (13%)

Others = 21 (15%)


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FINDINGS 2

Persuasion Parameters


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FINDINGS 3

Mobile Liking Parameters


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FINDINGS 4

Duration of Mobile Any Problems


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FINDINGS 5

Problems After Sales Service


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SUMMARY

From the above data we can generally see that Nokia is ahead ofits competitors in almost all the categories. Even, if there areproblems, they are solved with a lot of satisfaction from thecustomers.

As a result, Nokias competitive standing is pretty high.

Regarding the brand positioning of Nokia, the image that they havecreated in the minds of the people for years will not be easilyblurred whatever the condition of the market be. Since years theyhave used extensive promotional/publicity materials to build up avery good image of the company in the minds of the people. It will

take a lot of work on part of its competitors to change this image.Through the survey itself we saw that most of the people preferNokia than any other brand.

This proves that the brand positioning of Nokia is very high comparedto its competitors.


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MOONWALKERS

Ayan Mukherjee (13)

Debarun Roy (23)

Manjir Sarkar (40)

Md. Mahfooz Sahar (41)

Pritam Ghosh Roy (50) Priyanka Paul (52)

Raunak Sharma (57)

Saikat Chakladar (63)

Shivam Srivastava (71) Swaran Ranjit Kumar Chakraborty (88)

nokia marketing presentation

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