Presented by: R Vinay Kumar

History & Overview

Nokia Corporation (NYSE: NOK) is one of the
world's largest telecommunications equipment manufacturers.
With headquarters in
Finland, this Finnish telecommunications company is best known today for its le
ading range of mobile phones. Nokia also produces mobile phone infrastructure an
d other telecommunications equipment for applications

The story so far

In 1865, mining engineer Fredrik Idestam sets up his first
wood pulp mill at the Tammerkoski Rapids in southwestern Finland. A few years la
ter he opens a second mill on the banks of the Nokianvirta river, which inspires
him to name his company Nokia Ab in 1871.
How apt that Nokia begins by making p
aper one of the most influential communications technologies in history.

Brand portfolio
Nokia includes ten different series of mobile phones, each with a subset of diff
erent models which define the whole product range in series
Nokia 1xxx (basic) series are ultrabasic series. Nokia 2xxx (basic) series are e
ntry-level phones.

Nokia 3xxx (Expression) series are mostly mid-range phones targeted to the youth
market.
Nokia 5xxx (Active) is similar in features to the 3xxx series, but often contain
more features towards active individuals. Nokia 6xxx (Classic Business Series)
series is Nokia's largest family of phones. It consists mostly of mid-range to h
igh-end phones containing a high amount of features.

Nokia 7xxx (Fashion and Experimental) Most phones in this series are targeted to
wards fashion users, particularly towards women.
Nokia 8xxx (Premium) series is characterized by ergonomics and attractiveness. N
okia E series is Enterprise series. Nokia N series is Mobile Computer series. No
kia X series is Multimedia series. Nokia lumia series(2011)

Nokia Mobiles (basic , mid range and high end phones)

Strengths
SWOT
Nokia has largest network of distribution and selling as compared to other mobil
e phone company in the world. The financial aspect is very strong in case of Nok
ia as it has many more profitable businesses. The product being user friendly an
d have all the accessories one want.
Weakness
Some of the products are not user friendly. Some of the weakness includes the pr
ice of the product offered by the company. Nokia does not like to adopt change(s
oftware) very quickly.
Opportunity Nokia is also thinking of moving from mobile manufacture to personal
computer manufacture. As the standard of living in third world countries has in
creased the purchasing power of the people has increased as well Nokia has to ta
rget right customer at right time to gain the most out of the situation. Threats
The threats like emerging of other mobile-companies in the market. The new mobi
le operating systems from Google , Apple. The biggest threat was not adopting ne
w technology and putting in good use

Branding- The Success of Nokia

Product-related attributes
Nokia core business practices and philosophies are providing their customers wit
h
Stylish Usable Experiential World famous quality
Nokia mobile phones provide to customer functional and emotional benefits. Funct
ional benefits
GPS PC integration Media player MP3 player Camera Bluetooth and Infra red Intern
et
Emotional benefits -Style -Satisfaction -Image -Brand -Professionals -Expression
-Look -Innovation and technology demanding people.

Market Share
2007 (40%) 2012 Downfall (40%-23%)

Nokias position in the mobile market faces its

toughest challenge to date as competition intensifies in the burgeoning smart ph
one segment. Once again, the companys ability to adapt is put to the test
In September 2010, Nokia appoints Stephen Elop as
President and CEO. Formerly head of Microsofts business division, following roles
at Juniper Networks and Adobe Systems Inc., Elop has a strong software backgrou
nd and proven record in change management.

In February 2011, Nokia announces it is joining forces with

Microsoft to strengthen its position in the smartphone market.
The strategic par
tnership sees Nokia smartphones adopting the new Windows 7 operating system, wit
h the Symbian platform gradually being sidelined.
The goal is to establish a thi
rd ecosystem to rival iOS and Android. The industry has shifted from a battle of
devices to a war of ecosystems. Stephen Elop, President and CEO, Nokia

Nokia launches its first Nokia with Windows phones, the

Nokia Lumia 800 and the Nokia Lumia 710, in October 2011.
Drawbacks The major drawback was there were limited applications in its app stor
e There was no bluetooth connectivity.

In 2012 Nokia launches Lumia 920 with windows 8

operating system with many features like to overcome drawback of Lumia which was
launched earlier Wireless charger which is a unique feature Geo tagging.

Brand evolution

NOKIA Still Connecting People