Nokia PROJECT

TABLR OF CONTENTS

Sr. No.

Contents
Page No
1.
Executive Summary………………………………………….

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2.
Section 1……………………………………………………….
Introduction………………………………………….
List of Nokia Products……………………………….
Scope………………………………………………….
Pakistan Driven Strategy…………………………....
N97 Begin to Selling in Pakistan……………………
More About N97……………………………………..
Nokia 97 Gallery……………………………………..

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3.
Section 2……………………………………………………….
Customer Driven Market Strategy………………....
Market Segmentation………………………………..
Market Targeting…………………………………….
Market Positioning…………………………………..
Nokia brand personality…………………
Nokia Positioning………………………...
Nokia Product Design……………………
Marketing Mix 4P’s………………………………….
Price………………………………………
Place………………………………………
Promotion………………………………...
Product……………………………………
Marketing Strategy…………………………………..
Strategic Direction……………………….
Business Environment…………………...
Slogan…………………………………………………
Logo…………………………………………………...
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4.
Section 3……………………………………………………….
Conclusion…………………………………………....
Market Share………………………………………...
Competitors…………………………………………..
Recommendation…………………………………….
References…………………………………………….
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EXECUTIVE SUMMARY


Nokia is a world leader in the mobile industry. The products produced by this business concern are valued all over the world very well. Nokia has successfully met the changing needs, demands and dynamic trends of the customers. In its operation Nokia has given a full consideration to Research and Development. Whatever the market, Nokia targeted, it always faced success.
If we make a look on its N97 this mobile model has captured a large sector of market due to its specification meeting the current needs of the customers in Pakistan. The strategies adapted by Nokia are fully in accordance with the market needs and demands, that is why Nokia has captured a large market sector and instead of hard competition it is still market leader


















PROJECT ON NOKIA CORPORATION (N97)


SECTION 1

INTRODUCTION

Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 123,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 41 billion and operating profit of €1.2 billion as of 2009. It is the world's largest manufacturer of mobile telephones: Nokia produces mobile devices for every major market segment
Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. It is an important employer in Finland and several small companies have grown into large ones as its partners and subcontractors Nokia increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003.
In recent years, Finns have consistently ranked Nokia as one of the best Finnish brands. In 2008, it was the 27th most respected brand among Finns, down from sixth place in 2007.


(The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000)


LIST OF NOKIA PRODUCTS
Some of the major mobile products of Nokia are shown below in the table. Besides these major products Nokia is also producing many other mobiles series.

Nokia mobile phones by series
Nokia C series
C3 · C5 · C6
Nokia E series
E5 · E50 · E51 · E52 · E55 · E60 · E61/E61i · E62 · E63 · E65 · E66 · E70 · E71 · E72 · E75 · E90 Communicator
Nokia Nseries
N70 · N71 · N72 · N73 · N75 · N76 · N78 · N79 · N8 · N80 (Internet Edition) · N81 (N81 8GB) · N82 · N85 · N86 8MP · N90 · N91 (N91 8GB) · N92 · N93 · N93i · N95 · N95 8GB · N96 · N97 · Nst-4
Nokia X series
X2 · X3 · X5 · X6
List of Nokia products

SCOPE

Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations.
It should be noted that certain statements herein which are not historical facts, including, without limitation, those regarding: A) the timing of product and solution deliveries; B) our ability to develop, implement and commercialize new products, solutions and technologies; C) expectations regarding market growth, developments and structural changes; D) expectations regarding our mobile device volume growth, market share and prices, E) expectations and targets for our results of operations; F) the outcome of pending and threatened litigation; and G) statements preceded by "believe," "expect," "anticipate," "foresee," "target," "designed" or similar expressions are forward-looking statements. Because these statements involve risks and uncertainties, actual results may differ materially from the results that we currently expect. Factors that could cause these differences include, but are not limited to: 1) the extent of the growth of the mobile communications industry and the new market segments in which we have recently invested; 2) price erosion and cost management; 3) timing and success of the introduction and roll-out of new products and solutions; 4) competitiveness of our product portfolio; 5) our failure to identify key market trends and to respond timely and successfully to the needs of our customers; 6) the impact of changes in technology and the success of our product and solution development; 7) the intensity of competition in the mobility industry and changes in the competitive landscape; 8) our ability to control the variety of factors affecting our ability to reach our targets and give accurate forecasts; 9) the availability of new products and services by network operators and other market participants; 10) general economic conditions globally and in our most important markets; 11) our success in maintaining efficient manufacturing and logistics as well as the high quality of our products and solutions; 12) inventory management risks and ramping up or down production at our facilities, which result from shifts in market demand; 13) our ability to source quality components without interruption and at acceptable prices;

PAKISTAN DRIVEN STRATEGY
Nokia is looking to commit business all over the world and in this regard it has got lot of success and now this is the world leader in the mobile phone industry. Pakistan is one of its target market and it has launched many mobile products in Pakistan.
Nokia N97 to begin selling in Pakistan Today
Earlier, Nokia N97 was officially launched on 12th June at a grand launch ceremony held at Marriott Karachi. Along with a tilting 3.5″ touch display, QWERTY keyboard and a fully customizable home screen, the Nokia N97 promises to offer instant access to the full range of Ovi services. The device was announced at a glamorous press event where two European models brought the phone at the venue and the Finnish First Secretary, Deputy Head of Mission H.E Miia Rainne handed over the phone to the GM Nokia Pakistan Imran Khalid Mahmood.
"Delivering on Nokia’s vision and thought leadership based on mobile convergence, Nokia Nseries has aimed to present the best in class mobile computers to its internet savvy consumers. " said Imran Khalid Mahmood, GM Nokia Pakistan. "Today, we take great pride in introducing the newest addition to Nokia Nseries – Nokia N97.


MORE ABOUT N97
The Nokia N97 is a S60 5th Edition mobile computer with a large 3,5“, bright nHD (640 x 360 pixels and 16:9 aspect ratio) TFT color display with resistive touch screen and tactile feedback. The device provides excellent user experience for internet and entertainment by combining qwerty keyboard with touch UI and Home screen functionality. Use the N97 to connect to mobile broadband using WLAN or HSDPA (3.5G). Find directions and locations with the integrated A-GPS and included maps. Additional features include game titles with N-Gage, a 5 mega pixel camera with dual LED flash and automatic geotagging of images and videos. Nokia has announced that the N97 touch screen smart phone is available to U.S.

Nokia N97 gallery



SECTION 2

CUSTOMER DRIVEN MARKET STRATEGY
Nokia has successfully operated its functions in order to meet the dynamic changing needs, demands and requirements of the customers. That is why; today in the mobile sector Nokia holds a large area of customers all over the world. The Nokia has adopted the following key strategies to capture a large number of buyers.
Market Segmentation
Market Targeting
Market Positioning
Market Mix 4P’s
Positioning Strategy (slogan, logo….)
MARKET SEGMENTATION
In order to make effective market segmentation, the Nokia tends to seek the customers on the basis of following attributes:
What type of product they buy How much they buy How often they buy

There are also certain variables that can affect peoples buying habits, they include: AgeGender Area they live in Religion Lifestyle Fashion and preferences.
Market segmentation refers to the different areas of the population that companies can aim their products towards. The market segment that Nokia has chosen to aim is the youth market focusing on students aimed 13-19 as market research has shown that some of the youth market are receiving large amounts of pocket money and most have no real commitments to spend it on and that means they have lots of disposable income and will be able to spend a lot money on new mobile phones. As a big company Nokia are able to do a lot of promoting and advertising that smaller, less successful companies, may not be able to afford, such as television advertising and sponsoring lots of events that will be viewed or heard by large amounts of people in their chosen market segment (events such as music festivals and music awards are a goldmine for companies as they are viewed by millions of people worldwide). Adverts such as television and print adverts will be put into certain areas so that they can attract their chosen market segment, Nokia tend to put a lot of their print adverts in men's magazines such as FHM and Loaded so they can appeal to all of their readers instead of a smaller percentage of the readers they would attract in magazines such as Lifestyle and Good Housekeeping. I think Nokia's way of promoting is very good as they can appeal to mass markets and large amounts of people in their chosen market segmentation with certain advertisement's and with sponsoring large events like the ones I have previously mentioned.
MARKET TARGETING
The target market of NOKIA is very wide. Its products are demanded world wide and are given preference at any other cellular company in the world. They have comparatively low rates than the other companies and have a very good and interactive performance and interesting features, so because of these features, people prefer NOKIA than the other companies.
Especially in Asia, Europe, America and the Middle East, NOKIA has a very big market. It is manufacturing GSM and AMPS technologies cellular sets which are meeting every kind of consumer’s requirements.
In 2002, Nokia's largest markets were US, UK, China, Germany, Italy, France, UAE, Thailand, Brazil and Poland. Now from the last few years the Nokia has got a vast place in the mobile industry of Pakistan. The target market of Nokia in Pakistan is almost the classes because they have produced their mobiles right from high upper class to lower class of the economy. But if we talk of N97 this is specially for the upper class in the economy. The fashion adapting class of the country specially the young generation of high class has been targeted through this product
My revised strategy has a lot of advantages over Nokia's previous strategy, and I have listed them below: My target market is one that has never been entered before, so Nokia will instantly gain 100% market share, whereas the current target market is saturated and competition for market share is very strong. The products that are being released do not need to be as technically advanced as the ones in the current market, because my market research showed that the 40+ market do not want phones that are to complicated and hard to use. If product research and development is not needed as much anymore then Nokia can afford to decrease its employment numbers and this would save Nokia a lot of money every year. When entering a new market with no competition a company can charge whatever prices they want, Nokia's prices can be higher then they currently are and this will increase income and profitability.

MARKET POSITIONING

Nokia has very successfully got a strong position in capturing the large number of market through its multi brand strategy throughout the world. The Nokia has not only considered a single class for its products but the whole economy of a country. The main advantage that goes to Nokia is that it’s a brand positioning corporation for its market and a brand can be used by all classes with any hesitation. For example if we talk of Nokia 1200 series this is used by many people without any social distinguish.
NOKIA BRAND PERSONALITY

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 Technology 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 wondering what to own (or how to position themselves), having taken the best position for itself.
NOKIA PRODUCT DESIGN
Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the slogan, "human technology."
Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from its competitors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the world's most valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all of which revolve around what consumers what.
MARKETING MIX 4P’s
Nokia is very successfully utilizing its 4P’s it its operations as under;
Price
Place
Promotion
Product


PRICEC
The phones that Nokia produce are usually sold at high prices(new phones can be expected to enter the market at around £200+, if they carry the latest technology). The price of the new phones usually decreases after an introductory period, which is usually around 2 months long.Nokia's prices are usually competitor based, in such a way as, they try to keep their prices a bit lower then those of the closest competitors, but not as low as the "smallest" competition as consumers do not mind paying the extra money for the "extra quality" PLACE
Nokia phones are generally sold at all established mobile phone dealerships such as Car phone Warehouse and The Link, although they are also sold at other retailers such as Dixon's and other Electrical suppliers. The products are only sold in the electrical suppliers and store other then dedicated phone dealerships after the introductory period so the phones can remain limited edition, as this will encourage younger consumers to buy them.
PROMOTION
.Nokia tend to promote the new technologies and mobile devices they create using one big advertising campaign that focuses on a singular technology instead of each individual handset so they can appeal to a lot of different markets with one campaign.

PRODUCT
Nokia phones tend to include all the latest technology and a lot of the consumers favorite aspects such as text messaging and games like Snake and Memory. When the phones came out they were big and bulky and quite unattractive but now they are all quite sleek and stylish with phones now getting small enough to fit in the palm of your hand as standard. Most of the phones produced nowadays have accessories that consumers must buy with them (carry cases, hands free kits and in-car chargers) these generate Nokia a lot of profit, as they are very high priced. Nokia's marketing mix has worked very well until recently as the market they are aiming at has become more and more saturated and after looking at all the mobile phone sales figures, it looks as if the phone companies can aim at this same youth market for about another 2 years until they
need to change, but they should change sooner so they can start making a bigger profit and get a head start on the competition who will also have to change the market they are aiming at. Nokia's
current promotional strategy is working very well as they are able to "talk to" a large number of consumers in different markets rather then the niche markets the old promotional strategies where restricted to.
MARKETING STRATEGY
As we move into the Mobile World, we remain committed to strong growth, profitability and responsible market leadership.
STRATEGIC DIRECTION

The mobile phone is fast becoming the centerpiece of personal communication, allowing us access to an ever-widening range of services. Today, we are moving from voice services to services driven by data and multimedia.

BUSINESS ENVIRONMENT
Nokia competes in the global telecommunications industry in general and in the mobile industry in particular, each of which has exhibited rapid growth, change and convergence in recent years.



SLOGAN
Thus, the ‘Nokia Connecting People’ slogan was born with the Nokia logo. The slogan of Nokia logo provides the brand with an exceptionally strong elevated altitude in the communication industry. The slogan explains the company goal to connect people without any barricade and with total comfort.



LOGO

Nokia logo, like the company, is tantamount to contemporary mobile technology, high tech gadgets and fashionable ways to communicate and explore. Nokia Co. has offered every endeavor to decode the mission intended by the company through its brilliant logo design.

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SECTION 3

CONCLUSION

Nokia Group the Finland-based manufacturer of mobile phones has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the number one brand in many markets around the world, effectively dislodging Motorola from that position. The brand has been built using the principles described above, and has been consistently well managed across all markets. Nokia has succeeded in lending personality to its products, without even giving those names. In other words, it has not created any sub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Only numeric descriptors are used for the products, which do not even appear on the product they. Such is the strength of the corporate brand.Nokia has succeeded where other big brand names have so far failed, chiefly by putting across the human face technology-taking and dominating the emotional high ground. It has done so in the following way.
MARKET SHARE

Nokia market share 51.53% (April 2010)


Nokia market share 51.53% (April 2010)
Devices
Market Share
Nokia 5130 XpressMusic
4.56%
Nokia N70
3.44%
Nokia 3110 classic
2.63%
Total market share
10.63% (10.63%)
Nokia 2700
2.45%
Nokia N73
2.37%
Nokia E63
2.22%
Nokia 6300
2.21%
Nokia 6120 classic
1.52%
Total market share
21.4% (11.4%)
Nokia E71
1.51%
Nokia N95
1.49%
Nokia 5800 XpressMusic
1.36%
Nokia 7210 Supernova
1.23%
Nokia 6600
1.19%
Nokia 7610
1.07%
Nokia 5310 XpressMusic
0.95%
Total market share
30.2% (10.2%)
Nokia N72
0.8%
Nokia 5300
0.73%
Nokia 6630
0.7%
Nokia 6233
0.69%
Nokia 3120 classic
0.64%
Nokia 3500 classic
0.64%
Nokia 6303 classic
0.6%
Nokia 2600 classic
0.58%
Nokia 5200
0.57%
Nokia 2730 Classic
0.55%
Nokia N81
0.53%
Nokia 3230
0.5%
Nokia E51
0.49%
Nokia 2330 classic
0.49%
Nokia 2630
0.43%
Nokia 6680
0.42%
Nokia 6500 slide
0.37%
Nokia N82
0.37%
Total market share
40.3% (10.3%)
Nokia 6670
0.1%
Nokia 6131
0.1%
Nokia 5730 XpressMusic
0.1%
Nokia 6270
0.1%
Nokia N80
0.09%
Nokia 6110 Navigator
0.09%
Nokia E50
0.08%
Nokia X3
0.08%
Nokia 7100 Supernova
0.07%
Nokia N91
0.07%
Nokia N-Gage QD
0.07%
Total market share
51.44% (1.44%)




COMPETITORS

With all this technology available in the communications market it is obvious that Nokia willhave lots of competition, they include:
Sony Ericsson Samsung Motorola Siemens Panasonic NEG and Toplux With all of these competitors in the market Nokia must keep ahead of the game by running successful marketing strategies, to do this Nokia must focus on the principles of marketing. At the moment Nokia are the world's best selling phone company (see table below which shows market share). Nokia strengthened its lead as the No. 1 vendor in the market during 2000 with shipments growing 66 percent over 1999. Some of the company's success was attributed to a strong second half in 2000 when 59 percent of sales occurred.

RECOMMENDATION
Though the NOKIA is the world’s largest cellular phone company and has the very efficient features and facilities but there are some suggestions by me after analyzing and researching about this company.
It should decrease its prices of the sets so that the sets may become in reach of every user and the market may increase and become the cause of increasing profit rate.
Its spare parts should be available in its every market.
There should be replace warranty in case of defection.
Memory capacity should be increased to save the different entertaining materials in the sets .
REFERENCES.
www.nokia.com
www.nokiausa.com
www.nokia-asia.com
www.mobile-phones-pakistan.com
www.mobile-phone.pk/nokia-mobiles