nokia presentation marketing
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HISTORY OF NOKIA
Nokia is a leading player in mobile communication all over the world. Nokia first started
operations in the early 1980s. Nokia is a Finland based company, incorporated in 1967.
Nokia started off as a pulp, rubber & cablemanufacturing company by Knut Fredrik Ides tam
in 1865. After some time Finnish Rubber Works acquired Nokia Wood Mills Telephone &
Telegraph cables. Nokia Corporation created a variety of products in 1967 like paper
products, car tires and personal computers cables.
Nokia began developing the digital switch(Nokia DX 200) which became a very big success
at that time. Nokia continued doing its business. In 1970, Nokia started taking an active
interest in the power & electronics businesses. In this department it also made its good will to
a great extent. In 1987, consumer electronic became Nokias major business and it worked
seriously hard in this era.
1991 Nokia made an agreement to supply GSM networks in nine different European
countries. Between 1992 & 1996, the company exited from the rubber and cable businesses.
In August 1997 Nokia provided GSM systems to 59 operators in 31 countries.
Its the leading manufacturer of mobile devices.
Nokia offers a wide range of mobile devices with the experience in music, video, imaging,
gaming and a lot more. They were targeting the youth which were interested in these kinds of
qualities.
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MARKETING MIX
PRODUCT:
Variety:
Nokia has a very vast variety of products which are available in the market. In every series of
Nokia there is large number of sets thus large variety. E.g. entry level include 1200, 1208,
1100, 1110, 1110i, 1112 etc. these are the models by which Nokia targeted mediocre level
customers. Nokia has launched a number of products because of mediocre level customers.
Quality:
Nokia gain brand personality and market shares because of its quality. Its quality is one of
the best among all competitors. Customers are attracted toward the Nokia brand because
people have a perception in their minds that this brand is the best.
Design:
Nokia sets are of various designs such as Flip sets, Flat sets, Slide sets, Sets with rotating
camera etc. They have launched a number of mobiles because of people minds perception
that every one has its own perspective.
Features:
Each set of Nokia has its own features. The models of Nokia are based on features. Nokia is
providing almost every type of feature which the others are providing like camera, Bluetooth
and WIFFI
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Brand Name:
Brand name is written on each set. This is because when a customer buys a product, the
others sees and say that this is the best phone NOKIA.
Packaging:
On packaging of Nokia set detail information about the set is given and packing is made
attractive by picture. Each set has its own booklet with information about its features.
Packaging is important because it shows the good customers value.
PRICE
Price targeting both the ends.
Price range from Rs1999 to RS 62700 keeping in mind the rich and the poor peoples.
Pricing strategy is also important in this firm because Nokia has a clear threat from
their competitors.
Nokia also offer cash allowances. It gives gifts to its customers.
PROMOTION
Advertising:
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Nokia is doing advertisement though TV, Sign boards, Bill boards,
Radio and Newspaper. Nokia selects its medium after a long research. It also does the
practice of sending Broachers to the customers, displaying Posters, Dummies and display
stands
Personal selling:By product training to Distributor. They are signing agreements
with their distributors and going to places to places for the selling of their product.
Public Relations (PR)
Nokia has strong PR. They keep on doing some or the other new events, programs and
publicity, so as to keep up with the brilliant image of the company and also to enhance the
brand equity. They have good relations with politicians they often send them complementary
mobiles to them.
Direct Marketing :
Nokia does not perform Direct Sales activitiesit is confirmed from its official website
www.nokia.com.
Nokia use DEMO style of Direct Marketing.
Nokia does not use Direct Mail or Telemarketing styles of Direct Marketing.
PLACE
Channels:
Nokia > Distributor > Whole seller > Retailer > Customer
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Nokia gives its product to the distributors then wholesaler buy their
products in a bulk, after that retailer purchase it from wholesalers for resale purpose to the
customers.
Coverage:
Nokia is widely available all over PAKISTAN. It has reached almost all the parts of Pakistan
and currently its product can be bought from any where all around the globe.
Distributor:
Nokia main distributors are: United mobiles, Mobile zone and Advance telecom. Nokia
mobiles are mostly available through every mobile outlet. They have given their distribution
to many companies because their product has a very large
Demand in the market.
MACRO ENVIRONMENT OF NOKIA
These are some macro environmental factors of nokia
POLITICAL FACTOR
ECONOMIC FACTOR
SOCIAL FACTOR
TECHNOLOGICAL FACTOR
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ENVIRONMENTAL FACTOR
POLITICAL FACTOR
Nokia reported spending $5.4 million on lobbying in the U.S. in 2007 and $2 million on
lobbying in 2008 because government in U.S was creating many hurdles due to which Nokia
started investing less as compare to earlier situation. As per the situation in Pakistan no
political factor is involved till now.
ECONOMIC FACTOR
Nokia had to change its functions from single market to global market due to collapse of
Russian Federation because when Russian federation was collapsed Nokia took the best
advantage of it and changed its functions from a single market to the global market . Nokia
manufactures a variety of products which are offered to each and every class of the society.
SOCIAL FACTOR
Nokia has been a member of the United Nations Global Compact since 2001. Every Nokia
employee has influence over Nokias performance and reputation in issues of health, safety,
security, employee relations, corporate citizenship and human rights
TECHNOLOGICAL FACTOR
Technology is one of the most important Macro environmental factor which plays an
important role in case of In the communications market technology is perhaps the
most important factor that companies like Nokia have to take into
consideration. They have to keep up to date with all the newest
technological advances (like camera and motion capture phones) if they
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are going to capture the biggest market share and stay ahead of
their
competitors (Sony and Seimens).
ENVIRONMENTAL FACTOR
As we know that Nokia is a friendly user handsets so it is not harming the environment as
compare to other mobile manufacturers. Nokia have managed to be quite environmentally
friendly and have not
done anything that the consuming public have taken huge offence to,
they have been very careful about this and this is one of the reasons
they are such a popular brand of mobile phones
TARGET MARKET
NOKIA is the world leader in mobile communications backed by its experience,
innovation, user-friendliness and secure solutions.It is a very well knowned company
having its vast offices world wide. Their specialized product is cellular phones. They
have many house hold items as well.Target market for the Nokia mobile phone is
between ages 20-40.
Who want to use Something Special
International Students
Teenager and Business class
POSITIONING OF NOKIA
Nokia has made its position as the world's leading mobile-phone brand by the simple
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understanding that when basic technology questions are solved,
communication leaves the aspect of voice quality for the aspect of design relations. Design
will always be as much a language as any spoken word with a conversation individually as
well as socially.
Now, this is of course not the full truth behind the success and just moves the subject towards
the eternal discussion on design, but to understand Nokian success you cannot close your eyes
to this. Please take note of how Siemens have started to work with a complete design focus
the last year which will make it an interesting company to study. However what could happen
is of course that the premises change (e-mail in your mobile is not one, but ponder that you
connect a pair of projecting goggles/glasses with existing 3G-technology. That kind of shift
could drastically change the mobile scene of today).
COMPETITORS
There are many competitors of nokia. The major ones are samsung, sony ericsson, LG and
many others.
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These are rising day by day and making business hard for nokia by the passage of time. the
main problem with nokia is the loss of market share to other products which have nokia as
their bentch mark.
They compete with nokia like samsung in styling of their products, sony ericsson is providing
camera resolution because their major advantage is from the joint merger of two companies
that is sony and ericsson. Tthen LG gives the latest technology then nokia.
The other uprising companies are htc and dell which target the windows and android system
for cell phones.
STRATEGIES
Price Strategy
They have kept every price range in their products they have prices starting from 2000 and
going to 200000. They have tried to compete with all the companies that are present just to
keep them in the minds of people.
Market Strategy
Push: they organize functions and they have joint ventures in every things.
Pull: they have created their demand in the market by opening retailing chains and
providing incentives to suppliers.
THE BATTERY ISSUES
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Battery occupies a very important place in the cellular industry,
and, therefore, Nokia has laid a great focus on its battery issue. Three types of batteries which
are currently available for consumers in the market: They are as follows:
Original Nokia batteries.
Batteries manufactured by third parties sold under own brand or no-brand
Counterfeit batteries.
There are 30-40 cases every day of exploding non-original batteries around the globe. The
primary root cause of non-original battery failure is internal short circuit in the cell. Vast
majority of short circuits are caused by traumatic event (i.e., dropping the phone) which
jeopardizes integrity of poorly manufactured batteries. In each and every case, the battery in
question has proved to be a non-original battery (either third-party or counterfeit) which did
not include industry standard safety measures.
Nokia batteries have got the specialty because they are able to meet the requirements of all
and are according to the international safety standards. There is a continuous control of the
production with intensive product testing. Original Nokia batteries comply with all
international standards, such as UL2054, UL1642, IEC60950, etc. These batteries are
manufactured with a standard safety circuit, highest quality material and possess a correctly
designed safety vent, and in a clean, stable manufacturing process
AQs far as Nokias response to faulty and illegal batteries is concerned Nokia took all
possible actions against the counterfeiters to ensure customer safety and security. They
launched customer service programs to help consumers and retailers recognize non-original
batteries. Nokia took a pro-active position in this regard and replaced the batteries that were
manufactured during that period with original one and that too free of cost.
SWOT ANALYSIS
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STRENGTHS
Nokia enjoys a relish able position in its relevant sphere of the cellular industry,
because it is the Leader in the Industry.
It is because its phones are user-friendly.
Nokia has got a high quality professional team in the HRD Department.
A very strong R&D Unit.
They have a strong financial backing.
Nokia stands unbeaten regarding its great handsets features.
Last but not the least is its strong customers relationship.
WEAKNESSES
Nothing can be termed as perfect. So is the case with Nokia as well. There are some
weaknesses which may be referred to Nokia.
The first one is that most models of Nokia are heavier in weight.
Then they are comparatively more expensive than other competitors.
Their big sizes are very difficult to handling.
OPPORTUNITIES
Nokia is focusing on the philosophy of hitting the nail aright.
They are targeting right customers at the right time.
They intend to increase their presence in the CDMA market, which they are just
entering, as well as 3G and Edge.
Moreover, among a lot of other opportunities, Nokia can increase their growth rate by
reducing their profit ratios and by tax reduction.
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THREATS
Nokia is faced by a strong competition from Samsung, LG, and so on.
One more threat is that of saturation in current market.
With the advent of modern technologies, challenges of continuous technological
development are also threatening Nokia.
CORPORATE SOCIAL RESPONSIBILITY
Environment:
Nokia has never turned a deaf ear to the environmental issues but has always tried to be
environment-friendly. They have carried out extensive work on recycling. Their packaging is
also up to the mark. They are helping people in transportation.
Nokia Helping Hands:
They are carrying out donation activities all round the globe. They are raising funds for the
deserving people. They are volunteering different activities at hospitals and are arranging
activities for the under privileged.
Corporate Giving:
Nokia has established a Disaster Relief Agency which has helped millions of people during
the drought in Ethiopia, Sichuan earthquake in China, Cyclone Nargis in Myanmar, Southeast
Asian Tsunami and above all during the earthquake in Pakistan Nokia was at the forefront.
CONCLUSION
Gaining and maintain consumer preference is a battle that is never really won. Continued and
consistent branding initiatives that re enforce the consumer purchase decision will, over time,
land the product in consumer preference set.
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Attaining and sustain preference is an important step on the road to
gaining brand loyalty. Most of the consumers prefer Nokia mobiles in Pakistan, due to its
strong brand image, and the main factor forcing the consumers to buy Nokia mobiles is
advertisements through the print and electronic media.
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