Nokia –A success Story.

Presented by:
Avik Mandal.
Ayan Dutta.
Susnat Pradhan.
Swagatoma Ghosh.
Tilottama Roy.
Evolution as a brand
The first Nokia company began with idestam’s
Paper mill on the banks of nokianvirta river.
Between 1865 and 1867, the company would
Become a major industrial force; but it took a
Merger with cable company and a rubber firm
To set Nokia corporation on the path to
electronics..

With the start of Finnish cable works,

Nokia venture into cable and electronics
Business started.

In 1981 Nordic mobile telephone NMT, the first

international Mobile phone network is built and
simultaneously in 1982The Nokia DX200, the
company’s first digital telephone
switch, goes into operation

Today nokia has n-series and e-series and is

recognized as the 6th most valued brand in the
world, also has launched OVI, its new internet
service brand
Some first for Nokia in India
•1995 – First mobile phone call made in India on
a Nokia phone on a Nokia network.
•1998 – Saare Jahaan Se Acchha, first Indian ringtone
in a Nokia 5110
•2000 – First phone with Hindi Menu (Nokia 3210)
•2002 – First Camera phone (Nokia 7650)
•2003 – First Made for India phone, Nokia 1100
•2004 – Saral Mobile Sandesh, Hindi SMS on a wide
range of Nokia phones
•2004–FirstWi-fi Phone-NokiaCommunicator (N9500)
•2005 – Local UI in additional local language
•2006 – Nokia manufacturing plant in Chennai
•2007 – First vernacular news portal
 Product strategy
• The Explore line is the technical leadership
product line. These are the N-series phones.
• The Live and Classic lines are the broad appeal
products. These can be inspirational in nature,
supporting one particular feature very well, or
style oriented.
• The Achieve line is focused on the enterprise.
These are the E-series phones and smart phones.
• The Entry line is focused on low end phones and
emerging markets.
Some of the Nokia phones

Morph
concepts
E Series Business phones

N-Series

Live & Classic Phones.

Product innovations.
Nokia C2
• can keep both
SIM cards active
• SIM card is ‘hot-
swappable’.

Nokia C1
@ ` 1999/- only.
• Stand By time of 6 Bicycle Charger Kit
weeks With just 20 minutes of
• SIM can be changed cycling at 10 km/h you can
by a single button on power up a Nokia 1202 for
the keypad. 1 hour of talk time or 74
hours of standby time
 The Product Life Cycle (International)
Sales or Maturity
Profits Nokia Symbian
& N- Series
Decline
Nokia 30 & 40 Series
Growth Sales curve
Nokia E- series

Introduction
The Morph concept

Time
 The Product Life Cycle (India)
Sales or Maturity
Profits Nokia N- Series
Decline
Nokia 30 & 40 Series

Growth Sales curve

Nokia Symbian series

Introduction
Nokia E- series

Time
Pricing Strategy.
Nokia's current pricing strategy is based on 2 main theories:
1. Market Skimming
2. Penetration pricing.
3.Competitor based pricing.
 Nokia has introduced high end sets like N900, N97 &
many others to protect its market share in the high
end business & smart phones.
 It has introduced Express music handsets in every
price range category for those people who love
music.
 Nokia has introduced low priced touch screen smart
phones like N5233, N5230 etc. to counter Samsung.
Distribution strategy.
 India has some 95,000 outlets that sell mobile phones. "In
50,000 of them -- and that's a conservative estimate – only
one brand is available, Nokia.
 Nokia started distributing its phones through a partnership
with HCL .
 Have their own Priority Shops &
experience zone.
 Nokia has tie ups with all major
brands that sells electronic goods
like The Mobile Store, Planet M,
Reliance Digital, e-zone etc.
 Nokia Takes Microfinance Route to
Sell Mobile to Rural India. (EMIs
as low as ` 100 per week)
 Promotional strategy.
 Nokia is associated with the Kolkata Knight Riders as the title
sponsor.
 The brand ambassadors are ShahRukh Khan & Priyanka Chopra.
 Nokia Anti-Fake Mobile Phone
Campaign with ShahRukh Khan

The ad shows some guy dressed to look like the muscular and
sexy ShahRukh Khan in the adjacent picture of ShahRukh in the
same pose. Nokia’s message says, “Duplicates come and go,
Originals stay forever.”
Joint Promotion, Nokia & Om Shanti Om:

Some Public Relation activities:

Some ATL activities of the Nokia:

Some BTL activities:

Packaging:
 In 2007 alone, they saved 15000 tones of material by using smaller
packaging. This also saved water.
 Over the years they've been replacing plastic with paper-based material.
 using more recycled packaging material.
 Packaging is an area where they have been demonstrating savings not
only for the environment, but also for the company.
Recycling concept:

If every Nokia user recycled just one unused phone at the end of its
life, together we would save nearly 80,000 tonnes of raw materials
Thank You……