GROUP MEMBERS : AAYUSH JAISWAL ABHINABA DAS AMAN MORE NIKITA GARG

 Overview of Nokia  Market Segmentation  Generic Competition  Strategies Adopted  Analysis of Hypothesis  SWOT Analysis  Future Prospects & Recommendations

 Overview of Nokia History of Nokia Positioning and Repositioning

History of Nokia : 1963 Nokia produced the first radio phone 1991 World’s first GSM call by Nokia 1992 Launched its first digital GSM phone (Nokia 1011) 1996 Was leader in the field of telecommunication 1997 The addictive game “snake” launched on Nokia 6110

Contd World leader in mobile phones 2005 Nokia sold its billionth phone – Nokia Nokia started losing its control over the market 2011 Nokia went in collaboration with Microsoft 2013 Microsoft takes over Nokia

Positioning and Repositioning : Nokia understands what people want in life, and how it can help. Nokia lends personality to its products, without even giving them specific names. Positioning Affordable mobile phones with Web and other application. Repositioning Replacing Symbian OS with Windows 7. A £80 million global campaign of over 6 months. Future Repositioning

 Market Segmentation Demographic segment (Income) High income group Medium income group Low income group Psychographic segment (Lifestyle) Connect customers Achieve customers Explore customers

 Generic competitors High End AppleSony Black- berry HTC Low End Micr- omax SpiceLGDell

 Strategies Adopted Advertising Sales promotion Distribution channel Tackling competition

Advertising Strategies:  Entry level phone user – “Made for India”  Rural India – “Aap ki jeevan ki Dore”  Young generation – “Ab jo hoga zoom karke dekha jayega”  Business class – “It’s not just a phone,its who you are”

Sales promotion strategy:  Reduction in price of handsets in Chinese New Year.  Donating 4.5 % of the sales to charities.  Rebates, coupons & loyalty programs.  Launching of Windows phone.

Distribution Strategy:  Not investing in opening retail stores due to recession hardships, rather than selling online.  Opening Concept stores (Nokia Priority) as one stop solution.  Opening outlets so that their sales get increased & they could bring in more profits.  Concepts of Multi-Brand dealers like Mobile Store, Hotspots, so that more number of people buy Nokia phones.  Individual retail stores are also there selling Nokia phones now.

DISTRIBUTION CHANNEL WHOLE SELLER OWN STORES RETAILERS ONLINE INTERNET STORES

Tackling Competition:  Stress on quality and brand.  Problem of battery heating was solved.  Design studios in Bangalore.  700 priority dealers & 11,000 authorized dealers.  Focused on design, marketing and sales promotion.  Providing excellent after sales service support.

 HYPOTHESES Nokia has better features than other brands People will buy Nokia more if it has android platform Nokia Lumia is a youth- centric phone

HYPOTHESIS 1:  Nokia has better features than other brands

Justification to Hypothesis 1 The survey which we had taken from the respondents clearly depicts that Nokia has some better features compared to other brands. Out of the given seven features, Nokia has been rated as the best in the four features (Good battery life, value for money, service centre, satisfaction level) followed by Apple and Sony.

HYPOTHESIS 2:  People will buy Nokia more if it has android platform.

Justification to hypothesis 2 We are inferring that 26 % of the respondents are ready to switch over to Nokia with android platform while 43 % might or might not switch over. The remaining 31 % respondents are not bothered or will not switch over to Nokia with android platform. Thus we can say that there are chances of people switching over to Nokia when it comes to Android platform.

Hypothesis 3:  Nokia Lumia is a youth-centric phone.

Justification to hypothesis 3 We came to the conclusion from our survey that Samsung Galaxy is the closest to the youth-generation brand followed by I phone 5 at the second then Nokia Lumia at the third followed by the rest of the brands. Thus we can say that Nokia Lumia is among the top three youth-generation brand which clearly states that Nokia still has a good hold in mobile phones.

STRENGTH User friendly with many accessories. High resale value compared to the other phones. WEAKNESS Non trendy operating system. Slow to adopt new ways of thinking. OPPORTUNITIES High growth in Telecom industry. CDMA market. THREATS Inexpensive Asian brands. To maintain its position from its competitors SWOT

 FUTURE PROSPECTS & RECOMMENDATIONS  Needs to power up the brand strategy, “Connecting People”  Needs the leadership to demonstrate that it can turn the hard into the possible.  Nokia can be fashionable again.  Needs to inspire an authentic community.

Thank You..