ASSIGNMENT ON

MARKETING
MANAGEMENT

OF

NOKIA
CONTENTS:
1. MARKETING STRATEGY
2. OBJECTIVES
3. SEGMENTATION
4. TARGET MARKET
5. POSITIONING
6. STRATEGIES
7. MARKETMIX(4Ps)

SUBMITTED TO: KAPIL KATHURIA

SUBMITTED BY: VIKAS DOGRA

H-2008-MBA-43
 COMPANY PROFILE
COMPANY NAME: NOKIA COMUNICATIONS

TYPE: Public

FOUNDED: Tampere, Finland (1865) incorporated in Nokia (1871)

HEADQUARTERS: Espoo, Finland

INDUSTRY: Telecommunications Internet Computer software

PRODUCTS: Mobile phones Smartphone’s Multimedia computers

SERVICES: Services and Software Online services

REVENUE: €50.722 bn (2008)

OPERATING INCOME: €4.966 bn (2008)

NET INCOME: €3.988 bn (2008)

TOTAL ASSETS: €39.582 bn (2008)

TOTAL EQUITY: €16.510 bn (2008)

EMPLOYEES: 124,292 as of March 31, 2009

DIVISIONS: Devices Services Markets

SUBSIDIARIES: Nokia Siemens Networks Navteq Symbian Vertu Qt Software

WEBSITE: Nokia.com
 Nokia's marketing strategy
Nokia maybe the world leader in the mobile phones arena, but it seems as if it has completely lost its way
as far as the marketing strategies are concerned NO DOUBT THAT the products from the Finnish
company, Nokia, are some of the very best in the world, but the company still hasn’t found a profitable
way to market its goods. The very reason that other mobile phone companies are fast eating up Nokia’s
market share is their superior (yet simple) marketing practices.

Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia’s board meetings.
These companies have made Nokia pay dearly for its rudimentary approach in marketing its phones. The
aggressive marketing practices followed by Motorola have hit Nokia very hard and it is losing very
crucial global market share every month to its American competitor.

Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight behind the N-
Series range. The N-Series is packed with multimedia features and Nokia believes that these phones
might woo the costumers back to the big daddy of the mobile phone world. But Espoo, we have a
problem!! (Nokia is headquartered at Espoo, Finland).

While Motorola (quite intelligently) gives a dashy-flashy name to every phone it brings into the market,
Nokia tends to do the exact opposite. Nokia from the very start has relied on numbers rather than names.
This strategy worked very well in the past, but only because there wasn’t much competition back then.
But times have changed. Every month the market sees at least a dozen new handsets from an equal
number of manufacturers. Consumers now have more than they can choose.

Consumers are more attracted by names because they can thus easily relate to the features of the phone.
This is evident from the success of the MotoRazr, MotoSlvr, MotoRizr and MotoKrzr. These phones are
not packed with heavy multimedia features like the N-Series; still they are selling like hot cakes. Just by
reading the name of the handset, one gets a broad idea what the phone looks like or what its features are.

Nokia advertises more than Motorola. Still its market share is dropping. Motorola does not need to
spend much money for the promotion of its products and it doesn’t have to worry about the marketing of
these phones; it just simplifies its job by naming its products right. Take the example of Apple. It did not
 have to do much to promote its iPhone. Thanks to the leaked photos and technical specifications, it
became the most anticipated gadget of all times.

It is high time that Nokia starts applying some common sense to its marketing strategies. It doesn’t
have to do anything great, other than just naming its phones. A few months ago, a highly placed Nokia
official told Reuters that his company would soon go the Motorola way and start using names for its new
phones. It is in Nokia’s best interest that it takes to this path as early as possible, otherwise the once
market leader might see its market share plummeting to even lower depths.

MISSION
The mission of Nokia NDIA is to provide the customers with the durable, economic, stylish and reliable
cell phones with better features of common use

MARKETING OBJECTIVES
1. Maintain positive, strong growth every quarter.
2. Achieve a steady increase in market penetration.
3. Achieve the expected growth rate of two years
4. To maintain its position of India’s no. 1 cell phone producing company.
5. Maintaining its reputation.

FINANCIAL OBJECTIVES
1. Nokia is introducing a range of new handsets in Indian market for every income sector.
2. Now Nokia is targeting the nerves of young generations’ and providing them with better facilities of
mp3, map, video, touch pad e.t.c.

SEGMENTATION
We know our country has very wide market and a marketer can’t satisfy everyone in the market with
every product. Thus Nokia has identified and divided the cell phone (handset) market into different
segments. Nokia has divided, identified the different groups of buyers who require or prefer different
features (facilities) in their handsets by examining demographic, psychographic, and behavioral
difference among buyers.
 TARGET MARKETS
Nokia had a total Revenue of €50.722 bn, Operating income €4.966 bn, Net income €3.988 bn , Total
assets €39.582 bn, Total equity €16.510 bn in 2008. With brands like Nokia cell phone, Nokia
accessories, headphone, ear phone, car kit, Nokia batteries. Nokia operates worldwide Nokia Siemens
Networks (previously Nokia Networks) provides wireless and wired network infrastructure,
communications and networks service platforms, as well as professional services to operators and service
providers. Nokia Siemens Networks focuses in GSM, EDGE, 3G/W-CDMA and WiMAX radio access
networks; core networks with increasing IP and multiaccess capabilities; and services.

On June 19, 2006 Nokia and Siemens AG announced the companies are to merge their mobile and fixed-
line phone network equipment businesses to create one of the world's largest network firms, called Nokia
Siemens Networks. The Nokia Siemens Networks brand identity was subsequently launched at the
3GSM World Congress in Barcelona in February 2007

As of March 2009, Nokia Siemens Networks serves more than 600 operator customers in more than 150
countries, with over 1.5 billion people connected through its networks.

PRODUCTS
Product is the physical product or service offered to the consumer. Product includes certain aspects such
as packaging, guarantee, looks etc. This includes both the tangible and the non-tangible aspects of the
product and service. Nokia offers variety of handsets Nokia is famous for its long batteries and durable
batteries. Various models of Nokia cell phone.
On September 22, 2003, Nokia acquired Sega.com, a branch of Sega which has been the major basis to
develop the Nokia N-Gage device
In November 2007, Nokia announced and released the Nokia N82, its first (and currently, only) Nseries
phone with Xenon flash.

In 2008, Nokia released the Nokia E71 in the United Kingdom which was marketed to directly compete
with the other Blackberry devices offering a full keyboard and cheaper prices.

Other products are Nokia 6300, Nokia 6000 series, Nokia 1100 handset, Nokia 1110, Nokia 1600,
Models 9000, 9110, 9210 and 9500Nokia-E66 Nokia-7210-Supernova Nokia-5800-XpressMusic
Nokia-5130-XpressMusic .Nokia n70, 73,95, 76,91,72 etc

PRICE
Pricing includes the list price, the discount functions available, the financing options available etc. It
should also take into the consideration the probable reaction from the competitor to the pricing strategy.
This is the most important part of the marketing mix as this is the only part which generates revenue. All
the other three are expenses incurred. The price must take into consideration the appropriate demand-
supply equation.
The price of each handset increase or decrease with increase or decrease in demand of the hand sets

The current going prices of some of the products are

NOKIA 1200 Rs. 1300

Nokia n70 Rs. 8000
NOKIA N95 Rs. 24000
NOKIA N72 RS. 6000
NOKIA 6300 RS. 6500
Nokia-E66 Rs.21000
Nokia-7210-Supernova Rs.5500
Nokia-5800-XpressMusic Rs.19000
Nokia-5130-XpressMusic RS 6000

PROMOTIONS
Nokia undertaken NO. Of promotional activities to permote its products like website (which provide full
information of the products), advertisements (the marketing method of advertisement is an effective way
to permote the products) the common methods of the advertisement is newspaper, TV. industry
magazines. Players and film stars are hired for the promotions of different products for e.g. Sharuk khan
is hired by Nokia to permote its products. Nokia has sponsored many cultural activities, sports events,
sport teams, to permote its brand

POSITIONING
Nokia have positioned itself as the NO.1 hand set Provider Company in INDIA. And is the 2nd largest
company in the world. Founded by Fredrik Idestam, Leo Mechelin in 1871.in Espoo, Finland now it has
total 24,292 employees as of March 31, 2009 and more than trillions of customers all over the world.
This positioning has been achieved by vast experience of producing and meeting the customers’ needs.

PLACE
Place mainly consists of the distribution channels. It is important so that the product is available to the
customer at the right place, at the right time and in the right quantity. For placing its products Nokia uses
retails outlets, exclusive showrooms, mobile showrooms, websites, super marts, etc.

STRATEGIES
The single objective is to maintain the NO. 1 position in Indian market in cell phone products and
accessories. Serving the worldwide. The marketing strategies will seek to first create customers
awareness about the offered products and services and then develop the customer base, The message
which is communicating by The Nokia is that “connecting people” means a product which have same
preference in all and helps people to connect with each other or the features of the concern product This
message can be communicating by website, advertisement, T.V. adds, film stars which provide a rich
resource of products information.

MARKET MIX
The market mix of Nokia India mobile company comprised of the following approaches known as 4p
approaches they are

Products: different products of company

Price: the price of different products

Promotions: various methods of promoting the products

Place: place where the product is sold

REFERENCES
1 www.nokia/india.com

2 www.managementfunda.com

3 www.scribd.com

4 KOTLER PHILIP; KELLER Kevin lane: Marketing management 12th Ed.