Presented By:

Pratibha Saini
Priya Kumbhat
Rishabh Chopra
 Nokia Brand
• Nokia has been ranked No.1 in The Economic
Times-Brand Equity's annual 'Most Trusted
Brands' survey for 2010 in India.
• Nokia has appeared in the survey since 2005,
and has held the first position in 2008, 2009
and now, 2010.
• Today, in India, there are close to 671 million
mobile phone subscribers and being the market
leader- 53% approx.
 NOKIA SOURCE OF BRAND
AWARENESS
• Sports events- FIS Snowboard World Cup.
International Ski Federation (FIS)
• Concerts- Nokia Fest 2011.
• Nokia tie-up with YES Bank in rural Area
for mobile banking.
•Nokia tie-up with BSNL for 3G services.
• Nokia sponsored of KKR’S in IPL.
 Brand Strength
• Pioneer Brand, benefit of being First- 1994
• Cater to all segments
• Distribution Network- Nokia launched 22 devices during
the year, selling them though over 200,000 retail outlets across
the country (with 45% in rural India), and supporting them with
over 700 service centers across 400 towns and cities.
• Strong Advertising Strategy
• Rural Marketing Penetration is very strong.
• Nokia’s logo
 Segment level strategy
Business Segment
Smart phones with latest features
to cater to business segment
3G enabled handset.

Youth and Working Professionals

Fills the existing gap in the price
ranges of less than 8k by bringing
products which attracts youth

Rural Market and Small Towns

Create products to cater need
for ever growing rural market

Nokia has to be very fast in responding to competition and fill its existing product
gap in various segments by introducing innovative products
 Rural Market Strategy
Product
• Launched more handsets with longer battery life,
handsets with a spare battery (so that one battery
can be charged)
• Trendy handsets with fancy features like music
(including regional music), longer memory , Hindi
font/ , one touch access to mandi rates , farmers helpline,
torch and tough body.
• Phone having keypads with larger keys.
• Handsets in the price range of Rs 1,000 to 3,000
 Youth Market Strategy
Product
• Nokia has leveraged its existing leadership in Qwerty phones by introduce querty
phones with push mail features in the price range of 5-7k .
• Phones with features like Music, larger memory, cool looks and one touch access to
social networking are introduced in the price segment of 5-7 k.
• Maps is another feature which are be given on phones in this segment.
• Dual sim phones.
• 3G phone with low price and good features.
Service
• Service centers near colleges and youth hangout places

Marketing and Distribution

• Positioning the phones as Stylish and hi tech.
 Business Segment Strategy
Product
• Introduced phones with most advanced features and built in applications.
• Smart phones with different operating systems.
• Providing high speed internet on phones
• High End 3G Phones

Marketing and Distribution

• Marketing phones as the ultimate connectivity/ communication solution
which provides a one stop solution to all communication needs such as voice chat,
video chats, entertainment, business tools, PC, and office assistant.
 How it reached the top (Uniqueness)
• It offered choices to all
“A handset for all ages all tastes and at various prices”
• The handsets are simple, easy to operate and durable
“Simplicity is the key”
• It generated massive word of mouth goodwill
“Relationship converts into more sales”
 FAVOURABILITY
• Reliable- Quality assurance
• Convenient - easy to handle and use.
• Stylish and Sophisticated - E- series
• Satisfaction