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Anuj Sharma Atul Sharma Durga Kheria Saptarshi Dasgupta Sriram Santosh BAL

Our promise is to help people feel close what is important to them. The document discusses Nokia's history and evolution, positioning and repositioning strategies, marketing approaches, distribution strategy, and proposals for future research. It analyzes a survey finding that Nokia has the highest market share and is used across all age groups, indicating it is a brand for all customers. The research also shows Nokia is seen as more than just a phone due to its variety of attractive features and styles, and that it performs best at customer satisfaction compared to other handsets.

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25 views

Anuj Sharma Atul Sharma Durga Kheria Saptarshi Dasgupta Sriram Santosh BAL

Our promise is to help people feel close what is important to them. The document discusses Nokia's history and evolution, positioning and repositioning strategies, marketing approaches, distribution strategy, and proposals for future research. It analyzes a survey finding that Nokia has the highest market share and is used across all age groups, indicating it is a brand for all customers. The research also shows Nokia is seen as more than just a phone due to its variety of attractive features and styles, and that it performs best at customer satisfaction compared to other handsets.

Uploaded by

sriram161
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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“Our promise is to help people feel close what is important

to them ”

By
ANUJ SHARMA
ATUL SHARMA
Agenda
ü History and Evolution
ü Positioning and Repositioning
ü Marketing Strategy
ü Tackling Competitions
ü Distribution Strategy
ü Futuristic Nokia
ü Proposals for Research
ü Survey Findings and its Analysis
ü Recommendations based on current scenario and research
History and Evolution
ü Nokia-Journey till now
ü Nokia India
Ø Business Segments
 Devices Business
 Services Business
 Infrastructure Business

Ø R&D
Ø Manufacturing

ü Current Scenario
 Global handset’s sales fall by 14.2%
 Recession hit market shrank 6.5%
 Profit erosion is 90%


History and Evolution
ü Stock Market Trends (Sept 08-Sept 09)


Positioning and
Repositioning
ü Catering the mass of consumer

ü Umbrella Branding

ü Corporate Brand

ü Brand Personality

ü Made in India

ü N-series

ü E – Series

Marketing Strategy
Sales Promotion
ü Concept Store

ü Priority Dealers

ü Consumer Sales Promotion

ü Trade Sales Promotion

ü Connect with the brand

ü Nokia solutions partner

ü Push vs. Pull strategies



Marketing Strategy

Advertisement

ü Television
ü Print media
ü Internet
ü Sponsorships

§

Segmentation Strategy

ü Four major group (Based on Income level,


Usage and life style)
ü
Ø Live
Ø Connect
Ø Achieve
Ø Explore
§

§
Tackling Compeition

 Types of competition

Ø General competition

Ø Generic competition

▪
Tackling Competition

Steps used to tackle them


ü Defensive Strategy
Ø Cannibalisation
Ø Widening of cake & not the slice
ü Size of operation
ü Entering in CDMA Technology
ü Flexibility
Ø Speed of reaction time
Ø Pricing
§
Distribution Strategy
NOKIA Regional Distributor

HCL Distributor

RDSS

RDSS CITY RDSS MD

MD
RETAILER
Futuristic Nokia

Nokia - Connect Connecting


Simply . rv
Futuristic Nokia

ü Major acquisitions
ü
ü Nokia PC’S?
ü
ü Intel-Nokia- the combination
ü
ü Nokia- a major service
 provider
ü
ü Nokia –”Getting Green” ?


Futuristic Nokia
Proposals for Research
 Hypotheses

ü Nokia-more than a phone


ü
ü Nokia is for all range of customers
ü
ü Nokia is best at customer satisfaction

 Information Required

ü Variety of phones available for all income group


ü
ü Variety of features available in most of Nokia’s handsets
ü
ü Chain of ‘Nokia Care Centers’ available for customer service


Proposals for Research
 Instrument for data collection

ü Personal Interview

ü E-mail questionnaire

 Target Population

ü People between age group of 16-60


ü
ü People from all section of society(mostly student and service person)

ü Sample size :80-120


Survey findings and its
analysis
Total Respondents :116

Current Nokia User:72

Past Nokia User:35

Nokia Non-user:9
Survey findings and its
analysis
Market Share in
 %


Observation : Nokia has the highest share and used by all age
group
Inference: Nokia is for all range of customer.
Survey findings and
its analysis

Observation: Looks and features are the attractive factor


Inference : Nokia is more than a phone
Survey findings and its
analysis

Observation:NOKIAis better than other handsets in durability


and has a good attachment with its
users.
Inference : Nokia is best at its customer satisfaction
Survey findings and its
analysis

Observation : Nokia has a wide range of user based on their affordability


Inference : Nokia is for all range of customers
Survey findings and its
analysis

Observation : Users are quite satisfied with Nokia’s battery life,durability


and its access.
Technology and price are the drawback of Nokia
Inference : Nokia is more than a phone.
Nokia needs to give more attention on technology innovation
Survey findings and its
analysis

Observation:Almost all features are available on user’s Nokia handsets.


Inference : Nokia is more than a phone
Survey findings and its
analysis

Observation:Peopleare moderately satisfied with Nokia’s support and


service
Majority of the user can go for repeat
purchase of Nokia handset
Inference:Nokia is best at customer satisfaction
Recommendations based on
current scenario and
research
ü Competence over innovation

ü
ü Develop and sell a lot more apps and solutions to
the retail points
ü

ü

THANK YOU

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