Premium Essay

Nokia Marketing Strategy

In: Business and Management

Submitted By Mithun2222
Words 3860
Pages 16
Review of STP & Marketing Mix On

Under the guidance of DR. reeti agarwal Submitted by: Krishnendu Karmakar (JL13FS23) | Arindam Banerjee(JL13FS15) | Paritosh Kumar Singh (JL13FS35) | Rajneesh Kumar Sharma (JL13FS44) |

ACKNOWLEDGEMENT Report is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this report. Without a proper combination of inspection and perspiration, it‘s not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. We too would like to do it as we really wish to express our gratitude toward all those who have been helpful to us directly or indirectly during the development of this project. We would like to thank Dr. Reeti Agarwal who was always there to help and guide us when we needed help. Their perceptive criticism kept us working to make this project more full proof. We are thankful to her for her encouraging and valuable support. Working under her was an extremely knowledgeable and enriching experience for us. We are very thankful to her for all the value addition and enhancement done to us. No words can adequately express our overriding debt of gratitude to our parents whose support helps us in all the way. Above all we shall thank our friends who constantly encouraged and blessed us so as to enable us to do this work successfully. Paritosh Kumar Singh Arindam Banerjee
Rajneesh Kumar Sharma Krishnendu Karmakar
PGDM (FS) 2013-2015
Section- D
Contents
Introduction to NOKIA 4 History of NOKIA 5…...

Similar Documents

Premium Essay

Nokia Marketing Strategy

...Nokia Introduction Nokia is the world leader in mobility. They make a wide range of mobile devices, services and software that enable people to go beyond communications to navigation, music, video and more. Nokia is not only the world leader in mobile phones. They are also the world’s largest camera manufacturer and a leader in digital music. Mobility has the power to help economies grow and societies develop. It is changing the world, in developed and developing countries alike. Their vision is to release this potential by extending mobile access and allowing people to do more on their mobile devices. Nokia is a truly global company, headquartered in Finland. They have sales in more than 150 countries. Nokia has worked in partnership with WWF since 2003 to raise environmental awareness among our employees and on other environmental activities. Nokia joined several other major mobile manufacturers in 2007 to sign a voluntary agreement based on the results of the European Commission’s Integrated Product Policy pilot project on mobile phones. The project focused on finding how the mobile phone industry can reduce the environmental impact of its products throughout their lifecycle. The agreement includes three key commitments: • Produce an index of environmental facts for each mobile product to enable consumers to compare products easily. • Increase consumer communications about unplugging the chargers and safe disposal of phones. • Include a default on-screen......

Words: 2277 - Pages: 10

Free Essay

Mediul de Marketing Nokia

...firmei Istoria Nokia înseamnă un secol şi jumătate de inovaţie - de la fabrica de hârtie de pe malul unui râu din sud-vestul Finlandei până la poziţia de lider în industria globală de telecomunicaţii. Primul secol de existenţă Nokia: 1865 -1967  1865: Apariţia Nokia Fredrik Idestam înfiinţează o fabrică de hârtie lângă cascada Tammerkoski din sud-vestul Finlandei - aici începe istoria Nokia.   1898: Se creează Uzinele Finlandeze de Cauciuc Arvid Wickström înfiinţează compania Uzinele Finlandeze de Cauciuc - aceasta avea să devină ulterior divizia producătoare de cauciuc din cadrul Nokia.       1912: Se creează Uzinele Finlandeze de Cabluri Eduard Polón înfiinţează compania Uzinele Finlandeze de Cabluri - pe baza acesteia se va crea ulterior divizia de cabluri şi electronice a Nokia.       1937: Verner Weckman, un jucător de categoria grea în industrie Fostul luptător olimpic Verner Weckman devine preşedinte al Uzinelor Finlandeze de Cabluri.      1960: Primul departament de electronice Uzinele Finlandeze de Cabluri îşi înfiinţează primul departament de electronice, care desfăşoară activităţi de comercializare şi exploatare computere.       1962: Primul dispozitiv electronic producţie proprie Departamentul de electronice al Uzinelor Finlandeze de Cabluri finalizează primul dispozitiv electronic producţie proprie - un analizor de semnal pentru centralele de energie nucleară.       1967: Fuziunea Are loc fuziunea oficială dintre Nokia Ab,......

Words: 4586 - Pages: 19

Free Essay

Marketing Plan Audit for Nokia

...Executive Summary This Marketing Plan Audit provides an analysis of the brand situation, current strategies and provides suggestions and implementation plan for Nokia Corporation. Nokia is a Finish manufacturer of mobile devices, which makes a full range of cellular phones for all major consumer segments worldwide, including Internet-enabled devices enable people to experience music, maps, media, messaging and games. Company has over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over 60 billion dollars and operating profit of 2.86 billion dollars as of 2010. Nokia is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010, but dropped below 30% in the first quarter 2011. In June 2011, Nokia was overtaken by Apple, as the world's biggest smartphone maker by volume. For many years Nokia enjoyed an overwhelming domination on the market of personal mobile devices. The company managed to build the strong brand, easily recognizable style of it’s devices and consumer favorite. Due to serious mistakes in product and distribution strategy, as well as growing competition from companies like Apple, Samsung ,Motorola and others, Nokia started to experience serious problems with its sales, market share and consumer loyalty. Presented Audit defines Nokia’ current issue with the Brand positioning, that caused the diminishing of the brand popularity and lowered......

Words: 6819 - Pages: 28

Premium Essay

Marketing Strategy for Nokia

...products. One of the famous and successful mobile phone manufacturers in the world is Nokia. Like any other companies, Nokia has been able to use strategies and approaches to meet the needs and demands of their target market. It keeps being the leader in the mobile telecommunications relies on its plentiful experience, technology innovation, and scientific marketing strategy. However, it can be said that the company still needs to consider other strategies to remain competitive in the market because of the cut-throat competition in mobile communication. This can be evidenced by their shares to dramatically down by 20% due to the penetration of their competitor. Nokia must be able to have an intensive marketing plan to ensure success and apparently, their experience to eat the humble pie won’t happen again. With the emergence of Apple Iphones today, the strategy of Nokia relies on growing, transforming, and building the Nokia business to ensure its future success. Although Nokia is an established multinational company, the management must still be able to use different strategy that would sustain Nokia’s competitive advantage and ensure market success. The marketing plan must include the business strategy that Nokia must use which includes the strategic intent, competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. In doing so, Nokia subdivides the whole market into several objective markets according to the researches......

Words: 645 - Pages: 3

Premium Essay

Nokia Strategy Analysis

...of Competitive Advantage 9 Porter’s Value Chain 12 Porter’s Generic Strategies 15 IV. CORPORATE STRATEGY 16 o o o The scope of the firm 16 Vertical and Horizontal Diversification 20 Managing the corporate portfolio 23 V. GLOBAL STRATEGY AND THE MULTINATIONAL CORPORATIONS 25 o o o o o Patterns of internationalization 25 Analyzing competitive advantage in an international context 25 International Location of Production 27 Global integration vs. National differentiation 27 Strategy and organization within the multinational corporation 28 VI. VII. VIII. CONCLUSION 28 APPENDIX 29 BIBLIOGRAPHY 30 I. Introduction COMPANY PROFILE Nokia is a Multinational communications and information technology Corporation, with headquarters in Finland. Even though, their product portfolio is quite diverse, their main products are mobile phones and IT devices. Nokia occupied the leadership position in the mobile phones’ industry for more than a decade; however in 2011 this position was lost. The introduction of the smartphones in the market, the scandal related with Stephen Elop’s memo, ex-CEO (Ratner Effect), and the loss of trust in the brand related with the too-early announcement of changing in the operating system (Osborne Effect); resulted in a boycott both from carriers and retailers against Nokia that had a strong negative impact in its performance and overall results. As a consequence, Nokia had to re-think their position in the industry and attempt to......

Words: 11144 - Pages: 45

Premium Essay

Marketing Strategies

...Company Name: Samsetta Product Name : Stalk {Communicate and we take it across} Marketing Strategies Group 8 ~ Mayank Nick Raol Gautham Sahithi Sowmya. Table of Contents |Descriptions |Name Title | |Introduction of Samsung and Rosetta Stone |Nick Raol | |STalk - Communicate and We take it across |Nick Raol | | Market Positioning |Gautham | |Target Market |Sowmya and Sahithi | |Marketing Mix |Sowmya and Sahithi | |Design document |Mayank | |Company's Website |Mayank | Introduction of Samsung and Rosetta Stone Samsung electronics is one of the largest corporations in the world worth billions of dollars. Samsung beginnings were not involved distributing electronic but other products. Samsung's founder Chull......

Words: 3513 - Pages: 15

Premium Essay

Nokia Strategy

...Nokia has detailed many personality characteristics for its brand, but employees do not have to remember every characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when thinking about someone you have met. As the focus is on customer relationships, the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brand personality carries over into the positioning strategy for the brand. Nokia Positioning When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technolgy enables you to get more out of life" In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors......

Words: 7169 - Pages: 29

Premium Essay

Nokia Marketing Plan

...NOKIA MARKETING PLAN PROJECT INTRODUCTION Nokia was founded in 1865 as a paper mill in Finland. It went on to establish it’s self as a renowned mobile phone manufacturer and one of the most powerful brands in the world. In 1992 Nokia shifted its focus to primarily telecommunications and appointed Jorma Ollila as its CEO. Six years later in 1998 Nokia had established it’s self as the world’s largest mobile phone manufacturer with a turnover of 31 billion. In 2006, Olli-Pekka Kallasvuo replaced Jorma Ollila as the CEO, but was not able to reverse the decline of Nokia’s market share especially in the high end segment. Competitors like Apple, Blackberry, HTC, Samsung, and phones using Google’s Android operating system captured market share from Nokia at an alarmingly increasing rate. By the end of 2010 Android was already the most widespread smart phone operating system in the world and Nokia’s market share in the smart phone segment had declined from 38 to 31 percent in one year (Sokala). In September 2010, the appointment of the Canadian Stephen Elop as the new CEO of Nokia aroused adversarial feelings among people since Elop became Nokia’s first CEO not to originate from Finland. Elop was hired to change the course of Nokia and to stop the declining trend in Nokia’s global market share especially in the smart phone segment. The first major decision was to start extensive cooperation with Microsoft in February 2011. VISION AND STRATEGY Nokia’s mission is simple:......

Words: 2828 - Pages: 12

Premium Essay

Marketing Strategy of Nokia Brand

...THE MARKETING STRATEGY OF NOKIA Contents EXECUTIVE SUMMARY 3 INTRODUCTION 3 CURRENT SITUATIONAL ANALYSIS 4 PESTEL analysis: 4 SWOT analysis: 7 DIFFERENTIAL ADVANTAGES 8 RECOMMENDATION 11 MARKETING STRATEGIES AND PROGRAMMES 11 Segmentation: 11 Targeting: 12 Positioning: 12 Marketing strategy: 12 OBJECTIVES 14 RECOMMENDED MARKETING MIX 14 Product: 14 Price: 14 Place: 15 Promotion: 15 BENEFITS OF THE RECOMMENDED OBJECTIVE TO THE STAKEHOLDERS 15 CONCLUSION 16 REFERENCES 17 BIBLIOGRAPHY 19 EXECUTIVE SUMMARY Nokia is a multinational organization that involves in the production of mobile telephones. Nokia's mission is simple: connecting people. Their goal is to build great mobile phones that enable billions of people worldwide to enjoy more of what life has to offer. Nokia has approximately 98,000 employees around the world. Nokia has aligned with a lot of firms to help improve the society, which are UNESCO, OXFAM, British council, UNICEF; Siemens. Nokia has 1.3 billion customers all over the world using Nokia devices. Their production facilities are established in Brazil, China, Hungary, India, Mexico, South Korea, and Vietnam. (Web 1) Nokia was the market leader in Nigeria when mobile telephones manufacturers exploited the opportunity provided by the then President Olusegun Obasanjo in bringing GSM network providers into the country in the 2001 (web 2), but Nokia has dropped drastically in terms of market share due to the......

Words: 4624 - Pages: 19

Premium Essay

Marketing Project - Nokia

...NOKIA – Market Analysis Marketing Management Project This document contains NOKIA’s detailed analysis in Marketing. Sundaram Vasudevan Abhishek Kadian Abhimanyu Chhikara Animesh Mukherjee Sanjay Agarwal Avika Sood 11/07/11 INDEX CONSUMER BEHAVIOR AND THE MOBILE EXPERIENCE ------ 1 ANALYSING EXTERNAL ENVIRONMENT ------------------------- 4 COMPETITORS AND ANALYSIS OF THEIR BEHAVIOR --------- 6 MARKET SEGMENTATION ------------------------------------------ 8 NOKIA BRAND POSITIONING -------------------------------------- 11 MARKETING MIX ----------------------------------------------------- 12 NOKIA – Market Analysis Consumer Behavior and the Mobile Experience The study included multiple behavioral factors using a sample of over 12000 subjects in India. Surprising to many, the old belief that teenagers don’t access the mobile Internet or buy mobile apps is false. In fact, 45+ year-olds are the fastest growing adopters of these mobile services. Mobile phones and other consumer electronics products impact consumer behavior for business and pleasure. Summary of Latest Mobile Consumer Behavior Results  Smart-phones and the phones with fancy feature like music player, camera are changing mobile consumer behavior. The customer mostly found mobile Internet a great thing to use. Minorities who don’t own personal computers own mobile phones for texting, Internet access and taking photos. Mobile devices are their computers. This......

Words: 2471 - Pages: 10

Premium Essay

Nokia Production Design and Development Strategy

...Product Design and Development Strategy On 5 September 2012, BBC reports that Lumia 920, which is the flagship device in Europe, features wireless charging as well as its revolutionary camera pure view, which allows you to take pictures at night. Nokia argues that it can capture 10 times the amount of light, compared to the rest of the Smartphones in the market (“Nokia unveils two” 2012). This feature creates competitive advantage for the company as well as technological leadership. The 820 model featured also wireless charging however less impressive technology and a slightly smaller display (Stevenson, 2012) Customers have encountered problems with the phone software. Such as, Lumia 900, which is the flagship device for US, has been introduced with software bug, which prevents users from connecting to the Internet (“Bug hits new”, 2012). This has surely caused negative word of mouth for the devices, as well as disappointment for the owners of the Windows phone, it has surely affected European customer base as well. Apps that run on Windows phone are much less than those that Android and IOS offer for their customers. This is a huge problem for Nokia, as apps are really important for the Smartphone user. Nokia’s devices are offered in different colours such as green, red and yellow so the customers can customize the phone by their preferences. The devices are differentiated in the product part of the marketing mix. However it does not become clear whether the......

Words: 983 - Pages: 4

Premium Essay

Nokia and Toyota Branding Strategy

...TABLE OF CONTENTS INTRODUCTION ………………………………………………………………………3 TOYOTA……………………………………………………………………………......4 TOYOTA BRANDING STRATEGY………………………………………………… 5 NOKIA…………………………………………………………………………………. 6 NOKIA BRANDING STRATEGY…………………………………………………….7 REFERENCES INTRODUCTION Observing the 2013 and 2014 world global branding ranking, I noticed that the top ten brands are mostly brands that the 21st century would consider as essentials. Brands like Coca-Cola and Mac Donald’s (Food) apple (communication), Toyota (Transportation) etc. Innovative and technological product are the brands that are mostly at the top, highly innovative products who are also committed to a sustainable drive are seen growing from the bottom spot also. The top five spot remained unchanged from 2013 to 2014. With the top spot remaining unchanged so many changes were made at bottom spot and Nokia was a big fall out declining tremendously from 57 position all the way to the bottom three, Apple maintained the first position with a value of 118,863$m and a +21% while google and Toyota still maintained their spot, bottom slackers like Gap moved a spot up from 100 to 99th position. My research will be focused on Nokia and Toyota, talking about the the brands, their marketing strategies, how they have been able to increase their sales globally and their ranking performance among the global brands. TOYOTA MOTOR MANUFACTURING COMPANY Toyota is one of the worlds,......

Words: 1350 - Pages: 6

Premium Essay

Nokia Marketing Plan Analysis

...The marketing plan of Nokia   Table of contents   Executive summary…………………………………………………………………..2 Introduction……………………………………………………...…………………….2 The marketing objectives of Nokia……………………...........……………………3 The target market strategy of Nokia…………..........……..………..…………….3 The competitive strategy of Nokia………………………………………...........….5 The marketing mix of Nokia...………………………………………………...……..7 Conclusions…………………………………………………………………………..12 References……………………………………………………………………………13                                     Executive summary Mobile phone, which is defined as a high technology electronic product, is popular all over the world. China must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Nokia has its scientific business strategy that leads to success, and pays a great attention to the market of China. Based on the Chinese mobile phone market, this paper analyzes Nokia’s business strategy to show reason of Nokia’s success.   The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Nokia is to take the demand-side strategy. Nokia subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Nokia is to......

Words: 4090 - Pages: 17

Premium Essay

Growth Strategy of Nokia

...Growth Strategy of Nokia Established in the earlier claims, Nokia is a well-known brand, possibly one of the most recognisable names in the mobile phone industry. However, the presence of competitors tends to pose a consistent threat to their overall market share. Thus, Nokia is not exempt in finding a way to leverage their assets and existing people to sustain a consistent trend of growth and development. The following highlights the proposed growth strategy of Nokia in China. Integration of Human, Technology and Process Nokia realises that its three main assets lies with its people, its technology, and the processes that they possess. This basically points to the fact that Nokia is involved in an industry where companies have to deal with rapid growth rates. This means that they have to develop a means to promote business development by maximising the assets which they possess. In addition, the end-users of Nokia products are not the sole consumers of the company. Distributors, direct sellers and sales managers are also considered as a major contributor to the overall sales of Nokia. Thus, they should also be treated as customers. Development and growth is ensured provided that Nokia applies advanced processes like Customer Relationship Management (CRM) and other reinforcement implements. (Hayes 2006) Placing Value in Sales The modern consumer is wise; at least that’s what Nokia have to presuppose in order to make the most of the market. Nowadays,......

Words: 503 - Pages: 3

Premium Essay

Strategies Adopted by Nokia

...Batch 2 Term 6th Management Control System Activity – Project Report On Nokia Strategies Adopted By Nokia In Order To Achieve Its Goals Submitted to: Submitted by: Prof. Aniruddha Durafe Rajkamal Paroha Anshuman Singh Parihar INDEX * Introduction to Nokia * History of Nokia * Mission & Vision * Goals & Objective * Organizational Culture * Management Control System in Nokia * Nokia Product Mix * Strategy Formulation * Strategy Adopted by Nokia to achieve its goals * Strategy Goal Introduction to Nokia Nokia is a multinational corporation engaged in the manufacturing of mobile phones devices, in converging internet and communication industries, having about 132,000 employees working worldwide. The organization is the World’s largest mobile manufacturing company and is operational is 150 different countries having an approximate global annual sales revenue of € 42 billion and operating profit of € 2 billion in the preceding year 2010. The organization has a market share of about 28.9% as of the preceding year 2010 and is still the market leader in the world of mobile phones. Nokia Corporation has a history of 146 years and it wasn't the way it is today, it took Nokia decades to reach at this point. The first Nokia century began with Fredrik Idestam's paper mill on the banks of the......

Words: 2913 - Pages: 12