Presented

By: Group 7

Connecting people….
 Nokia’s Strategy in India
• Expand mobile voice data
• Drive consumer multimedia
• Bring extended mobility to market
• Right timing decisions
• Risk taking
• Creating value
v
Maximizing Reach
 Distribution Structure
• partnership with HCLI
• own distribution efforts
• High variety
• Wide range
 Nokia Concept Stores

• experience the product before purchasing it

• entire range of Nokia devices in all categories
including latest range of mobile enhancements
and exclusive Nokia merchandise apart from
handsets
• 9 Concept Stores in India
• Benefits: strengthens brand, save distributor
costs
 Nokia Priority Dealers
• all franchised outlets
• certain number of footfalls, the location of the
store should be prime real estate in that
region, and certain other standards.
• Nokia provides support to these outlets in the
form of help in visual merchandising, furniture
 Multi Brand Dealers

Recognized for their service and price discounts

• Hotspot
• Univercell
• The Mobile store
• RPG Cellucom
 Channel Partners
Nokia Chennai factory

Nokia Mother Warehouse, Gurgaon

HCL Distributor
Re-distribution Stockist Supplier (RDSS)
Nokia
provide assistance in selection of
channel partners like redistributors,
Dealers, Franchisees, etc. Besides this
They provide monetary assistance in
Store development for Nokia Priority
dealers, help in and training of the sales
force of partners at every level.

Retailers
 Channel Partners
Nokia Chennai factory

Nokia Mother Warehouse, Gurgaon

HCLI
• 30,000 channel partners
HCL Distributor • uniform price
• takes order from 4
redistributers appointed in
Re-distribution Stockist Supplier (RDSS)
Delhi

Retailers
 Channel Partners
Nokia Chennai factory

Nokia Mother Warehouse, Gurgaon

• Re-Distribution stockiest supplier
(RDSS)
• There are 6 RDSS in Delhi NCR
HCL Distributor region with territories divided as
North, South, East and West
Delhi, Noida and Gurgaon
• recruiting sales force, training and
Re-distribution Stockist Supplier (RDSS)
developing

Retailers
 Channel Partners
Nokia Chennai factory

Nokia Mother Warehouse, Gurgaon Dealers

• explained the features of
every new launch mobiles,
HCL Distributor different schemes and offers
by Nokia’s representatives
• delivery is made within a
Re-distribution Stockist Supplier (RDSS) few hours

Retailers
 Margins at each level

NOKIA
Not declared

18%

HCL Infosystem
2% 8% 10%
 Infrastructure required by distributor

• Service provider for the repair of Nokia Mobile Phones in

  India
• Pan India service network in 21 L3 locations equipped with
state of art equipments
• Mobile care vans across the country to increase remote
coverage
• Nokia repair facility
• 100+ repair branches with 75K handsets/ month repair
capacity
• L4 repair capability
• mother warehouse located in Gurgaon.
 Support provided by the company to the distributor

• Nokia account Team

• Point of Sales(POS) system
• Schemes
• Retail element
• Sales Collaterals
• Training the dealers
• Dealer encouragement schemes
 Credit/ Payment terms

• RDSS are allowed a credit period of 7 days

• gives dealers also 7 days credit period
 Major Problems Faced by the distributors

• Low Credit period

• Low margins
• Damaged piece policy
 Points of conflict

• Nokia-HCLI have marked the territories very

effectively
• Payments, delivery of goods ordered and
services have also been impeccable
 Issues identified

• Threat from smart phone competitors

• Samsung paying higher margins
• Depending too much on pull strategy
• Poor post sales service
 Recommendations

• Review the margins offered to distributors, dealers and RDSS

periodically
• Review the credit period allowed to dealers and RDSS
periodically
• Have a multiple complaint channels
• More aggressive marketing strategy
• Better purchase centric schemes to the dealers
• Introduce stylish mobiles in range of Rs.3000-5000
• Ceratin parts like sector -3,4, Harola market in Noida , Govind
puram in Ghaziabad , Certain areas on GT road should be
improved
Thank you!!!!