Nokia Marketing Strategies

This presentation deals with the marketing marketing strategies of the mobile giant Nokia. It discusses how it penetrated the market, what customer benefits it offered, its marketing mix and finally what led to its failure

1. and how it (lost) market.

2. HISTORY Founded in 1965 as a Finnish Multinational Communication In 1990s, the company divested portfolio and focused on telecommunication . Sold its mobile business to Microsoft in 2011.

3. PRESENT AVENUES

4. MARKETING

5. Target Market Both men and women. Aged 20-40 years. Caters to both teenagers and business class

6. Brand Positioning Points of Parity Points of Difference Good voice clarity Camera, GPRS FM & Music Player Robust Built Good battery life Ease of use.

7. Customer Benefits

8. MARKETING-MIX

9. PRODUCT Variety Quality Design Durability Features

10. PRICE A wide price range of phones Ranges from Rs . 800- Rs . 50,000 Low end phone- Market penetration High end phone- Market skimming.

11. PLACES Largest network of over 1,30,000 stores Sales through Multi-branded stores(the mobile store)

12. PROMOTION

13. MASS COMMUNICATION

14. BILL BOARDS

15. NEWSPAPERS And Magazines.

16. WHAT WENT WRONG?

17. Nokia was competing in a saturated market. There was lack of innovation reflected in its products. The cost of running company outlets and employer salaries were very high. Even while sales dropped, the company had huge untargeted marketing budget.

18. Conclusion: Nokia lost the smartphone battle The target audience was a wide fraction of the market. Nokia relied more on conventional marketing practices Marketing budget for print media was very large. Even after the takeover by Microsoft, it is struggling in the market.

19. DISCLAIMER Created by Mr. Krishna Khandelwal , VNIT Nagpur under an internship under Prof. Sameer Mathur , IIM Lucknow.