Marketing Research

BRAND IMAGE: ASSESSMENT
OF NEW MARKETING
STRATEGY TOWARDS THE
REGAINING POSITION OF
ICONIC NOKIA BRAND
Table of contents
01 02 03
Title Statement of the Problem
Introduction and
Background of the Study
04 05 06
Research Design Competitor Analysis Marketing Strategy
Table of contents
07 08
Data Presentation Conclusion
09 10
Recommendation Action Plan
Introduction and
Backgrounds
• Nokia started in a small town in Finland and has found and nurtured success in
a variety of industrial sectors over the years, including cable, paper products,
rubber boots, tires, televisions, and mobile phones, since its humble
beginnings in 1865 as a single paper mill operation. Nokia Corporation is now
the world's largest manufacturer of mobile phones, serving customers in 130
countries. As digitalization and deregulation of telecom networks spread across
Europe, Nokia's early success was largely due to visionary and courageous
management decisions that leveraged the company's innovative technologies.
However, Nokia was on the verge of becoming a victim of its own success in
the mid-1990s, when its supply chain nearly collapsed. As a result, Nokia
implemented disciplined systems and processes, allowing it to become
extremely efficient and rapidly scale up production and sales. (Doz, 2017).
• Nokia remained in the maturity stage for a long time. However, as time passed,
technological advancements occurred, but Nokia refused to be part and continued to
use their marketing strategy. They become risk averse and less innovative, which is
why Nokia's global market share has been declining in recent years as the company
struggles to compete. According to Duncombe 2006, Companies have no choice but to
improve their innovation strategies and management techniques as market competition
intensifies and consumers become more sophisticated and selective in their
consumption behaviors.
• Nokia first entered the smartphone market when they collaborated with Microsoft
Corporation. Nokia has improved its product innovation and is consistently releasing
products that attract the customers in the industry of telecommunication.
Statement of the
Problem
1. Demographic profile of the respondents in terms of:
● Age
● Gender
● Status
2. What are the challenges faced by Nokia that block them from regaining their
market position?
3. What are Nokia’s marketing mix and how they manage to survive through its
current innovative marketing approach?
4. What are the consumers’ perceptions on the promotion and new launched
products of Nokia?
5. How did Nokia handle and compete with their current competitors?
6. How does product innovation and new marketing strategy help Nokia to
gradually back to the top of the market again?

Research Design
Research Design and Method
● The descriptive qualitative method of research is used in this study.
Because the researcher aims to know the respondent's perception and
point of view about the effects of the new marketing strategy on the
regaining position of the iconic Nokia brand.
Research Instrument
● In attaining the data requirements for the study, the researcher used
one-on-one interviews with selected respondents. An interview is a
research instrument consisting of a one-on-one interview for the
purpose of gathering information from selected respondents.
Moreover, this instrument is helpful in determining the perceptions
and points of view about the effects of the new marketing strategy on
the regaining position of the iconic Nokia brand.
Sampling Method
● The researcher uses the purposive sampling method. Using the
researcher's knowledge of the population first to decide which
characteristics are important to be represented in the data to identify a
sample.
Sources of data
● Primary data is used in this marketing research. The researchers
collected primary data from the 15 respondents who answered the
one-on-one interview questions. This primary helps the researchers to
answer the problem that this research paper has.
Data Gathering Procedures
● The General intent of this study is to see the Effects of the New
Marketing Strategy towards the Regaining Position of Iconic Nokia
Brand. The researchers will use the purposive sampling technique and
will conduct an interview as the data gathering procedure, from the
selected (15) respondents of barangays in Valenzuela City. After
choosing a participant, researchers will make a letter of consent and
confidentiality of information for the participants around the area.
Third, the researcher will conduct the interview online using Google
Meet or Zoom. Lastly, after gathering the data from all of the
participants, the researcher will keep all the answers confidential and
interpret the data gathered from the information given by the
respondents.
Competitor
Analysis
Electronics and Nokia Huawei Samsung Cisco
telecommunication
company
Logo
Founded 1865 1987 1938 1984
No. of Operating 130 170 230 115

Location
Worldwide
Positioning “Connecting “Building a Fully “Better Normal “Tomorrow Starts

Statement People” Connected for All” Here”
Intelligent World”
• Huawei is one of Nokia's direct competitors. They both offer products
like smartphones and telecommunications equipment. According to
Alsop (2021), Huawei is also Nokia's top rival in this industry,
holding 30% of the global mobile base station market, compared to
Nokia's 20% share.
• operating in over 170 nations and regions, servicing over three billion
people around the world. They also invest 10% of their revenues in
Research and development (R&D) in order to be a top global provider
of information and communications technology (ICT), infrastructure,
and smart devices. Huawei is a private business owned entirely by its
employees
• Samsung is one of Nokia's direct competitors. It is a South Korean
company that is one of the world’s largest producers of electronic
devices. Samsung specializes in the production of a wide variety of
consumer and electronics industries, including appliances, digital
media devices, semiconductors, memory chips, and integrated
systems.
• Has become one of the most-recognizable names in technology. They

also produce about a fifth of South Korea’s total exports. Additionally,
Samsung has created its brand by focusing on its core product being
made of quality.
• Cisco is an indirect competitor of Nokia. Its main product is a VoIP
telephone—a kind of telephone that uses IP technology to transmit
calls. It is a global leader in supplying networking equipment.
• Its vision is to connect more people using modern networking

technologies. The company uses different strategies to communicate
with its customers. Cisco builds its brands depending on the changing
expectations of its consumers.
Marketing
Strategy
Advantages and Opportunities
• One of the first leading and largest phone makers in the world. It was founded in
1865 and started dominating the industry. In 1987, Nokia introduced their first
mobile phone and the rest is history for the continued success of the brand. In 1994,
Nokia (Philippines) Inc. started to conquer the market of the Filipinos.
• Longevity and durability
• Nokia’s dynamic strategy process to adapt the changes on the market demand.
• Having a wide range of consumers around the world is one of the advantages towards
their competitors.
• Has its business operations in more than 100 countries that made them almost
available in every part of the world.
Advantages and Opportunities
• Nokia’s main sustainable competitive advantage is the continuous production of a

variety of mobile phones in the market that is considerable for a period of time.
• Has already established a strong legacy compared to its rising competitors.
• Products are available through multi-brand retail outlets, e-commerce platforms &
online stores.
• Acquisition of the latest specifications of electronic and mobile phones can help the
brand grow.
Marketing Tools
• Nokia employs a variety of marketing methods, and when designing products, they
keep their customers in mind. They were one of the few companies who created
innovative features that would appeal to their customers.
• They created low-cost products that anyone from any social class could afford. They
also utilized price skimming, in which they initially fixed their product's price at a
high level and then steadily reduced it over time.
• They employ a variety of social media platforms and channels to market and
advertise their products to customers, including television, radio, and newspapers, as
well as ads, billboards, signboards, brochures, posters, and display stands.
• They formed partnerships with other large corporations to aid in the launch and
promotion of their products
• Has also built a website so that consumers can check out their products and services
virtually.
DATA
Presentation
SOP 1: PROFILE OF THE RESPONDENTS
RESPONDENTS GENDER BARANGAY STATUS
1 Female Malinta Employed
2 Female Balangkas Employed
3 Female Balangkas Working
Student
4 Female Balangkas Unemployed
5 Female Maysan Employed • 13 answered female, and 2 answered male.
6 Female Ugong Unemployed All of their ages are 18 and above.
• All of the respondents resides in Valenzuela
7 Female Mapulang Student • Seven of the respondents were students,
Lupa five were employed, one was a working
8 Male Karuhatan Student student, and the rest were unemployed.
9 Female Gen. T Employed
10 Male Dalandanan Student
11 Female Canumay Student
West
12 Female Maysan Student
13 Female Gen. T Student
14 Female Punturin Employed
SOP 2: What are the challenges faced by Nokia that block them from regaining their market
position?
• What are the reasons why Nokia is lacking?

RESPONDENTS CATEGORY STATEMENT
1,11, 3,5,6,8,12,14 “they are outdated, not trendy, and behind in updating
or innovating their phones”
2,7 “lack on advertising”
4,9 “unable to compete in the market”
10,15 “marketing strategy and slow facing of upgrade”
13 “model and appearance”

position?
• What do you think is the biggest challenge of Nokia in the market?
1,2,3,4,5,6,8,9,11,12,13,15 “ their competitors and customers”
7 “the market, they are no longer as popular as before”
10 “lack of attention”
14 “Continuous technological growth”

position?
• What must be the priorities of Nokia in regaining their market share?
1,5 “progress and attributes to their product”
2,7,10,11,12 “make their product look modern and do a

better advertising and promotion”
3,4,15 “marketing strategies, and their plan to get more

customer and reclaim market share”
6 “try to be more innovative and follow the trends”

position?
• What must be the priorities of Nokia in regaining their market share?
8, 9 “prioritize how they can surpass their

competitors when it comes to their innovation
for products”
13 “the innovation of touch screen”
14 “In trend specifications at affordable price”

position?
• What are the reasons why the marketing strategies of Nokia failed?
1,3,6,8,13 “they are outdated, failed to compete with the

competitors and adapt on changes or innovate”
2,7,11,12 “ low exposure on advertising and unable to

provide attractive and trendy products”
4 “because they stuck to what they knew and did

not try to think outside the box”
5, 9, 15 “their lack of strategies”

position?
• What are the reasons why the marketing strategies of Nokia failed?
10 “lack of influencers to endorse their product”
14 “Lack of research system”

position?
• What are your thoughts on Nokia's unexpected disappearance? Do you believe that one of their
issues is that their phone is outdated?
1-15 “yes, their phone is outdated because there are

already a variety of innovative phones, and they
failed to keep up with market trends”
SOP 3: How does Nokia’s marketing mix affect its current innovative marketing approach?
• Where do you think you can see and buy New Nokia products?
1, 3, 4, 5, 7, 15 “I think I can buy them on Shopee or Lazada”
6, 11, 14, 9 "in their physical stores in shopping malls"
8 Mostly, in social media platforms
2, 12 “I think I can buy them online, but I am not sure if

there is a physical store in Philippines that offers
Nokia products”
13 “I think Nokia phones are only available in some

phone collectors and now can't be seen in any
malls”
• What kinds of Nokia promotional strategies have you seen?
1, 6 “I saw their advertisement on Shopee as part of

their promotion sales”
2, 3, 4, 7, 8, 12, 14 “I saw their latest release of smartphones through

their social media pages”
9 “I saw one of their advertisements on online store

platforms”
5, 10, 11, 13, 15 “I don’t see any of their promotion”

• How many times per week do you see a promotion of the Nokia brand?

1, 8 “Maybe twice a week, I saw them frequently on Shopee”
3, 6, 9 “At least once a week on Social media”

3 “I don't remember but I rarely saw a Nokia brand
promotion”
4 “I remember seeing it occasionally while watching
YouTube videos”
7 “I don’t know maybe thrice a week”
5, 11, 12, 13, 15 “I didn't see the promotion of the Nokia brand yet.”
10 “I don't see any promotional strategies Nokia has done

this week. I just saw it one time, when i was scrolling on
my social media feed”
14 “I think 3-4 times”
• What can you say about the prices of Nokia's after product innovation?
1 “I’ve seen a Nokia cell phone with 32GB storage
and 10MP camera at a price of 4000+. For me, it’s
a reasonable and competitive price”
2, 5, 10, 7 “The price is okay for me, it nearly ranges from

other brand prices”
3, 9 “Phone products range in price from low to high.

However, it is understandable because developing
new products is expensive, but I doubt that the
customers they had previously would still purchase
their phone because we now have many other
options that are both affordable and of high quality”
• What can you say about the prices of Nokia's after product innovation?
“It's a little pricey now, as opposed to being

affordable before. However, just by looking at it,
I can tell that it has good quality and can satisfy
their customers, so I can conclude that the price
14, 4 is high but reasonable. We know that Nokia
makes high-quality phones and that their
customers will not be disappointed with their
purchases”
6, 8, 11, 12, 15 “I saw one of their smartphones while scrolling

through my Shopee account, and I can say it is
very affordable”
13 “It's better to also upgrade the price but not too

much”
• What are your thoughts on Nokia's latest handset? Do you believe it will be able to compete with
its more updated counterparts?
1, 2 “Probably, there are people like my grandmother who prefer to use
keypad cell phones since it is easy for her. She also mentions that it
takes almost a day. Before her battery runs out”
3 “They had been missing for many years. And in recent years, many
new phone brands have entered the market, which have been well
received by many consumers. Nokia, in my opinion, will struggle to
compete with more modern competitors. Because they will face
difficulties catching up to competitors who began even before their
return and have already gained customer loyalty”
4, 7, 9, 10, 13 “I was surprised to hear that Nokia was making a comeback. For me, it
is possible that they will be able to compete with their updated
counterparts because Nokia has a history of being a top brand in the
past, so it is possible that they will be able to win back their previous
customers because they have already tried and tested a product”
• What are your thoughts on Nokia's latest handset? Do you believe it will be able to compete with
its more updated counterparts?
6 “I think it is same quality with other brands”
8 “I think it can but of course with proper promotional strategies”
5, 12, 15 “I'm not updated of Nokia's latest handset”
11 “Maybe, but they should make sure that it will be good in customers' choice”
14 “Nokia's latest handsets do aim to meet their customer's expectation that will make
them in line with their competitors as other consumers still believe with its durability”
SOP 4: What are the consumers’ perceptions on the promotion and new launched products of
Nokia?
• How can you describe the promotion and advertisements of Nokia new launched products?

5, 15, 11, 13 “I haven’t seen any promotion or advertisements for their products
until now.”
1, 2, 3, 4, 6, 7, 15 “Their advertisements are attractive and I can really say that Nokia is
coming back, because they present their product in a creative and
modern style.”
9 “It is good but I hope they can improve and expand more.”
10, 12 “Unlike of the other phone advertisement it is bit dull.”
14 “They once used sports as their advertisement that highlights their

well-structured phone in which cannot be easily broken.”
8 “They did great this time when it comes to launching and promoting
their products.”
Nokia?
• What are your opinions about the promotion and new launched products of Nokia?
5, 15 “To be honest, I haven’t seen their newly launched products yet.
3, 1, 9 “I think it's nice and kind of interesting. However, I believe they should
improve their strategy in order to reach more customers.”
2 “Their promotion and newly launched products are great and enticing,
but as I saw on Facebook, only few people react/ like the video.”
6, 7, 13 “I think their promotional strategies are getting better since I’ve seen it
on social media and I think their new launched product which is the
smartphones is high quality.”
4 “I could say that their promotions are attractive. To be honest, if I had

a budget and needed a new phone, I would probably buy one of their
products, but what a waste that I still have my old phone that works.”
Nokia?
• What are your opinions about the promotion and new launched products of Nokia?
14 “It catches attention of consumers in a way that the other brands do

not offer, they released a unique strategy.”
10, 11 “I think they should more focus on the specs and quality that is more
trends so they can be known more by people.”
12 “I think Nokia is still on the process of developing the more innovative
their products can be.”
8 “I hope the promotion and new launched products of Nokia is worth
to pay.”
15 “I hope the promotion and new launched products of Nokia are worth
to pay.”
Nokia?
• What are you most likely to buy from the new Nokia products?
1, 2, 4, 6, 7, 8, 9, 11, 13, 14, 15 “If I will have the chance to buy phone from them I think I will buy their latest
unit Nokia G21.” “Nokia XR20.” “Smartphone” “Touchscreen” “Latest Phone”
“Quality” “Nokia G10 Because the design is very nice, and I really like how
they designed their back camera, and I think it's quite unique compared to
other phone brands.”
5, 10 “If I get a chance to see the new Nokia products, maybe I'll review the spec
and other characteristics of the new Nokia products. “
“Their cellphones. Because it is the product that I am familiar with. But, to

be honest, I'm no longer a Nokia fan because there's a brand that has
already earned my loyalty and trust, and their phones are what I'll be
choosing now.”
12 “As Nokia launched new products, I think their touch screen phones can fit
today's generation demands.”
Nokia?
• Based on your perception of their promotion and advertising, is there any guarantee to attract
Nokia's target market? Why?
15 “Since I don't have it yet, I think there's 50 percent maybe to attract the buyers.”
3, 5 “In my opinion, they should do more advertising and promotion of their products first
because, as a respondent, I have rarely seen an advertisement of them.”
1, 2, 6, 7 “Based on their promotion and advertising, I think they targeted the people who uses
or very active on social media and I think there is guarantee that they will attract it
because in this time of pandemic smartphones is a must especially with workers and
students.”
10 “Haven’t seen the ads yet.”

11 “Yes, by means of good advertisement it will encourage customers to try their new
version that will help to improve their market share.”
Nokia?
• Based on your perception of their promotion and advertising, is there any guarantee to attract
Nokia's target market? Why?
14 “I believe, there they do have the guarantee to attract as they used their strength of
indestructible gadgets that will surely hit the interest of the public.”
12 “I think, No. Many people’s mindset been known Nokia as outdated brand. But if Nokia
done more promotions, not only on social media but also use television platform can be a
big help for their market target.”
13 “Yes, but it not easy because there is too much brand of phone that most updated one.”
4 “Yes, because they will get what they want if they are eager to reclaim their position and
attract their target market, which isn't impossible.”
8 “I believe they will because the brand speaks for itself.”
9 “They can attract their target audience, mostly their avid buyers.”
Nokia?
• Do you think Nokia will still click in the market following its phone advances, if you compare it to
other phone brands?
3, 15 “No, not for me. Because they have already lost their popularity
as a result of their sudden disappearance from the market, as
well as the arrival of young brands into the market that have
captured the loyalty of many customers.”
5, 10, 11, 12, 9 “Yes, though Nokia has been known as outdated brand, Nokia
can still click the market if they improve more the qualities for
today's generation.” “Update their products with the trends.”
1 “Yes, Nokia presents attractive cellphone designs with great

specs, but for me I want to buy cellphone with brand that I have
already experience.”
Nokia?
• Do you think Nokia will still click in the market following its phone advances, if you compare it to
other phone brands?
2, 4, 6, “Yes, it is possible. Because they are already a well-

known and trusted brand, and many customers have
tried their products, I believe they can win back their
customers if they can obtain their attention and interest
in purchasing their products.” “Competitive and reliable.”
“Durable and distinctive.”
7 “Yes, it will still be successful in the market because

their phone appears to be of high quality and reasonably
priced.”
13, 14 “Yes.”
8 “It is hard for them to catch up but I think they still can.”
SOP 5: How did Nokia handle and compete with their current competitors?
• What are the aspects of Nokia that make them stand out to other brands?

1,2,6,7,8,9,10,12,13,14 " Even before Nokia has been known to its durable
products and I think that's their biggest advantage to
other brands."
3,4,5 "It's their batery, in my experience. Because when I

tried their phone, specifically their keypad phone, their
battery lasted an entire day."
11 "Maybe they should think the best version that will

make them stand out."
15 " I don't know. Because I don't know the aspects of

Nokia they have."
• What did Nokia do to be able to compete with other brands?

1,2 "Nokia are trying to adapt smartphones, while
enhancing the designs of their basic phones."
3,10,12 " I believe that when they made a comeback, they

attempted to improve and modify their products as
well as adapt new marketing techniques in order to
compete with their competitors in the modified
market."
4,5,6,13,15 "For me, it's their phone innovations and adaptation

of new phone models that are appealing to today's
users."
• What did Nokia do to be able to compete with other brands?
7 "They modernize their phones and upgrade their

specs."
8,14 ". They studied on how to be in trend with the

generation and released competitive new products."
9 "Listen to the feedback of their customers."
11 "Make a newest brand."

• What do you think Nokia should do to stay ahead of its competitors?

1,10,14 "They should focus on the durability of their products,
because base on my experience there are some
popular smartphones that cannot be used for a long
time, unlike other who remains within 3-5 years."
2 "They still need to focus on their product reliability

since they disappear for a long time, so customers may
think that they are not that updated anymore."
3,5 "I believe they should always keep an eye on their

competitors so that when they take action to become a
top brand, they also take action so that their
competitors cannot simply make them feel left out."
• What makes Nokia different from its competitors?

1 "Nokia disappear for a long time, but what makes them different is
their customer who remains loyal to them."
2,6,8,12 "Nokia are very popular before. They are known until now by the
generation who reach their popularity, but younger generation
might be unaware of Nokia brand. However, considering they are
one of the largest market leader before, they can use it as their
reference on how much reliability they product could provide."
3 "I suppose they distinguished themselves from other brands
through the experience they provide to phone users. Because the
majority of users' first phones were Nokia. Nokia provided us with
an unforgettable experience that we used as the foundation for
becoming experts on the phones that we used as the foundation
for becoming experts on the phones that we used after Nokia and
the phones that we are currently using."
• What makes Nokia different from its competitors?
4 " For me, Nokia will always be an iconic phone. They

completed my childhood and provided nostalgic
memories with their phones (keypad model) that no
other phone brand could because at the time, Nokia
was the only phone that I could afford because their
phones were really affordable at the time."
5,14 " Durable and Long lasting battery."
7,9 "I think being a strong brand and good reputation

makes them different from their competitors because
despite of disappearance before, they come back
stronger and better."
10,13 "Nokia is first one to launched phone."
11 "Maybe their originality in terms of their version."
15 "I don't know, I think there's no difference from its

competitors."
• What do you think Nokia needs to adapt from other phone brands?

1 "I think they must try to make their phones look trendy
since other brands provide designs like glassy, matte
color, gradient, dye color cellphone frames."
3 "I believe Nokia should adopt the modified marketing

strategies that their competitors are employing in
order to gain more customers."
2,4,5,8,10,13,14,15 "The innovation is because, just like the apple, they

always innovate their apple same as of the realme,
oppo and xiaomi and other brands of mobile phones."
6 "For me, they must make their smartphones

according to the taste of their target market like in
colors, features, etc."
• What do you think Nokia needs to adapt from other phone brands?
7 "Like other brands, they should use famous celebrities/

influencers to promote their products for them to attract
more customers."
9 "They should also adopt or do better the way other

brands promote their brands and product."
11 "Its capability to being the best one."
12 "Nokia needs to adapt how other brands qualities of

products were thoroughly studied meticulously."
SOP 6: How does product innovation and new marketing strategy help Nokia to gradually back to
the top of the market again?
• What do you think Nokia must improve with their product and advertising in order to be liked by
customers again?

2,3,4,6,15 “They should make their advertisement more appealing in
order to attract the attention of people.”
8 “They should advertise their products according to what is

in trend in the market like through the use of online
marketing”
1,5,7,10,14 “The specification of their product and use the social

media platform since most of the people are active on it”
9,11,12,13 “ They can provide updated mobile phones at affordable

prices”
• What can you say about Nokia’s new marketing strategy and product innovation? Does it exceed
your expectations? Why or Why not?

1,4,8,10,12,13 “Yes it does because I like how they are trying to make
their product trendy and durable according to its image
before.”
5,14 “I think they have to create a strategy that will cope up or

to the top of the market.”
2,3,6,7,9,11 “ It exceeded my expectation because their phone claims

that it’s durable and has high-quality specifications and in
trend.”
15 “ yes because I got interested when I heard them release

a smartphone so it means their market strategy is
effective somehow.”
• Do you believe Nokia’s new marketing strategy will be enough for them to return to the top of the
market again? Justify your answer.

1,2,7,10,11,12,13,14 “they should still try to improve their marketing strategy because
there are a lot of competitors who can reach a lot of customers
and audience”
3,4,5,9 “they need to develop more if they want to be on top again

because of the tight competition in their market.”
8 “no business should stick to current their marketing strategy it

should be continuously improving.”
6,15 “they should increase their promotional activities to be able to

reach a lot of customers.”
• What do you think is the impact of the new marketing strategy on the Nokia brand?

1,2,3,4,6,7,8,9,10,15 “ their new marketing strategy has helped them in
regaining the position they left in the market.”
2 “ Nokia is gaining an advantage in positioning itself in

the market through their new marketing strategy”
13,12 “ their new marketing strategy has given them the

chance to be known again as an iconic brand since we
all know that they disappear in the market.”
11,5,14 “It’s crucial because they are still lacking”

• What are your thoughts on Nokia's promotional activities? Do you think their strategy is
effective? Why or why not?

1,2,4,6,7,8,9,11,12 “Yes because consumers consider buying Nokia again because of their
promotional activities, especially on social media ads”
3,5,15 ” From my perspective, their promotional strategy isn't effective.”
14 “Out of all brands, their strategy of using sports hitting the phone would
be effective enough to test the durability and prove their name being
back on the top list of gadgets or technological industry”
10,13 ” I barely see advertisements of Nokia on social media platforms so I

think they need to improve that.”
CONCLUSION
• The researchers find that Nokia mobile phones were viewed as outdated and lacking in innovation.
This leads to a negative brand image for Nokia.
• Nokia's greatest challenge is its competitors.
• timely advertising and promotion can produce and attract more customers, because it creates product
awareness and updates the audience. Also, focusing on marketing strategies and developing more
attractive and sophisticated products is a significant aspect in regaining Nokia's market share and
brand image.
• Promotions and advertising of Nokia has ample exposure on social media and online stores.
However, there are still a few individuals who are oblivious of Nokia's advertisements and
promotions.
• There are still substantial uncertainties about its quality
• Nokia's 4P’s of marketing mix is crucial for progressively increasing their brand awareness.
• Nokia's brand image has been damaged since its disappearance, but they are gradually re-entering
the industry.
• Nokia’s promotion is also seems to be quiet dull and unpopular on social media platforms
• the market appreciates their newly launched touchscreen or smartphone, and they may attract their
target market by boosting great advertisement
• The researchers find out regarding the aspects of Nokia’s that even though they lack product
innovation, they are still unique from other brands in the way of durability and their existing.
• The researcher concludes that factors that can help the Nokia Company are based on the preferences
of customers.
• The marketing strategy and the promotional strategy of the new product from Nokia are totally
already seen in their target market.
RECOMMENDATION
• Nokia should invest more in R&D than they do right now to develop the efficient technologies that
are relevant to today’s generation so they can gain to climb their regaining on market position.
• The researchers recommend that Nokia should focus on developing their marketing mix and invest
in having a different style of their product, creating a promotion, following trends, and improving
the business service so that they can bring back the throne on their side.
• The researchers recommend that Nokia should improve its hardware and software that is more on
the side of perception of today’s generation since this will enable them to rise above the competitors
and reclaim its market leadership like before.
• The researchers advise Nokia to collaborate with network operators to provide value-added services
that could serve as a source of long-term differentiation from other brands. We also recommend that
Nokia must not only keep up with but also outperform its competitors in terms of technological
advancements for its devices.
• For the company they should accept its current condition where they are in the lowest position state
of the market. By accepting their overthrow from its now leading and major competitors, by then
they will further understand what the problem is so that the company could address it properly and
make new strategies to regain its position and make their lined up on the best brands today which
they have known before
ACTION PLAN
Objectives Findings Recommendation Action
• To identify Nokia's Based on the data collected The researchers recognize Make better strategies to
major challenges and from SOP 2, the researchers the needs that Nokia must minimize the challenges in the
provide potential find that Nokia mobile phones address. The company future.
solutions for were viewed as outdated and should concentrate on
regaining market lacking in innovation. This leads marketing strategies, and
share. to a negative brand image for developing more appealing Continue to innovate and
Nokia, in which, despite the and sophisticated products upgrade the product since Nokia
efforts to improve and adapt to since it is an important has various competitors.
drastic market changes, there is aspect in regaining Nokia's
still a sense of obsolescence to market share and brand Invest more in Research and
the brand. Furthermore, Nokia's image, because these are Development
greatest challenge is its the factors that may
competitors. The majority of the persuade customers to try Study and observe their
data were favored on this basis, and purchase the product. competitor’s actions.
due to the successful market Offering competitive product
positions of several cell phone quality can help to build a Conduct research regarding the
brands such as Samsung and positive brand image by trends.
Huawei. Nokia will find it tough demonstrating how great
to compete with or overcome and credible the product is.
those brands, since they have
already developed a strong
product positioning in the minds
of their market or customers.
• To figure out The researchers infer that The researchers believe They should conduct
Nokia's marketing Nokia mobile phones are that Nokia's 4Ps research on what they can
mix and how they available and accessible on marketing mix is critical for improve on their current
stay afloat with online app stores and various growing brand recognition strategy that will make their
their current shopping malls. Also, based over time. Nokia's mobile products become noticeable
marketing strategy. on the data on SOP 3, their phones became and enticing to the
promotions and advertising noticeable and recognized consumers compared to the
have ample exposure on as a result of changes and other mobile brands in the
social media and online advances to their product, market.
stores. However, there are place, pricing, and
still a few individuals who are promotion. However,
oblivious of Nokia's development must
advertisements and continue to keep their
promotions. product distinct and
identifiable from
established competitors.
• To know the Based on the result of the • The researchers advise Conduct a different style of
significance of study, Nokia’s product the brand to increase product, create a promotion,
product innovation innovations and promotions are customer awareness of follow trends, and improve
and new marketing currently gaining market their products by business service in order to
awareness. The use of their increasing advertising reclaim the throne.
strategy of Nokia
marketing strategy is enabling and promotion on
in regaining the them to recover their position. Facebook and other Study and monitor even more
market position. They use the improvements social media platforms in R&D than they now do to
and innovation they apply on in order to gain develop the efficient
their 4Ps to establish a positive popularity and attract technologies that are relevant
brand image. more audiences, as to today’s generation.
their advertisements are
According to SOP 4, the market dull and unpopular. Invest in collaboration with
appreciates their newly Nokia should also network operators to provide
launched touchscreen or increase brand value-added services that can
smartphone, and they may awareness and develop serve as a source of long-term
attract their target market by products that are more differentiation from competitors.
boosting great advertisement. in line with customer
preferences and current
trends.
• To identify the • In today's generation, Nokia’s promotion seems Conduct a research in
effect of new social media platforms to be quite dull and regards with the preferences
marketing strategy are widely used. The unpopular on social media of customers in terms of
in terms of social impact of implementing a platforms such as social media advertising.
media and marketing strategy Facebook, hence
advertisement through platforms can developing a trendy Make a powerful
influence and persuade approach and growing advertisement and post it on
viewers to purchase a their visibility on multiple social media platforms.
product, and it can platforms as part of their
dominate the market. marketing strategy will be
Based on the results of necessary, because it To promote the product, hire
SOP 3, Nokia's attracts audiences and influencers or celebrities
promotions and could persuade them that who are well-known on
advertising have a lot of Nokia can stand out from social media.
exposure on social media numerous creative and
and online stores. trendy advertisements on
However, there are still various platforms..
some people who are
unaware of Nokia's
advertisements and
promotions.
• To understand Based on the data collected • They should improve their Invest in collaboration
from SOP 5, the researchers marketing strategy as well.
how Nokia Like, they have to
with network operators to
find out regarding the aspects
competes with of Nokia’s that even though contemplate what is provide value-added
its competitors they lack product innovation, currently trending right now services that can serve as
and how they and how to fit in with the a source of long-term
they are still unique from other mass. Thus, the researcher
re-entered the brands in the way of durability concludes that factors that differentiation from

market. and their existing. Their target can help the Nokia competitors
market is still hoping that Company are based on the
Nokia’s company should preferences of customers;
innovate, modify, upgrade, they can inquire their target
modernize, adapt, and market for an opinion based
enhance their phone products on what they want in
if they want to compete with product design and also the
other brands of mobile phones. specs; they should also find
out what competitors have
in order to attract and satisfy that they don’t have. For
their target market again.satisfy that reason, having
their target market again. durability and being good
on the market are good.
However, having durability,
existing, being able to
adapt, being able to
innovate, and having a
good marketing strategy are
definitely outstanding in the
market that can enjoy their
growth rate sales or to be
top on the market again.

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BRAND IMAGE: ASSESSMENT

Founded 1865 1987 1938 1984

No. of Operating 130 170 230 115

Positioning “Connecting “Building a Fully “Better Normal “Tomorrow Starts

• Has become one of the most-recognizable names in technology. They

• Its vision is to connect more people using modern networking

• Longevity and durability

• Nokia’s main sustainable competitive advantage is the continuous production of a

• Has already established a strong legacy compared to its rising competitors.

• What are the reasons why Nokia is lacking?

2,7 “lack on advertising”

4,9 “unable to compete in the market”

10,15 “marketing strategy and slow facing of upgrade”

13 “model and appearance”

• What do you think is the biggest challenge of Nokia in the market?

RESPONDENTS CATEGORY STATEMENT

1,2,3,4,5,6,8,9,11,12,13,15 “ their competitors and customers”

7 “the market, they are no longer as popular as before”

14 “Continuous technological growth”

• What must be the priorities of Nokia in regaining their market share?

RESPONDENTS CATEGORY STATEMENT

1,5 “progress and attributes to their product”

2,7,10,11,12 “make their product look modern and do a

3,4,15 “marketing strategies, and their plan to get more

6 “try to be more innovative and follow the trends”

• What must be the priorities of Nokia in regaining their market share?

RESPONDENTS CATEGORY STATEMENT

8, 9 “prioritize how they can surpass their

14 “In trend specifications at affordable price”

RESPONDENTS CATEGORY STATEMENT

1,3,6,8,13 “they are outdated, failed to compete with the

2,7,11,12 “ low exposure on advertising and unable to

4 “because they stuck to what they knew and did

5, 9, 15 “their lack of strategies”

RESPONDENTS CATEGORY STATEMENT

10 “lack of influencers to endorse their product”

14 “Lack of research system”

RESPONDENTS CATEGORY STATEMENT

1-15 “yes, their phone is outdated because there are

RESPONDENTS CATEGORY STATEMENT

1, 3, 4, 5, 7, 15 “I think I can buy them on Shopee or Lazada”

6, 11, 14, 9 "in their physical stores in shopping malls"

8 Mostly, in social media platforms

2, 12 “I think I can buy them online, but I am not sure if

13 “I think Nokia phones are only available in some

• What kinds of Nokia promotional strategies have you seen?

RESPONDENTS CATEGORY STATEMENT

1, 6 “I saw their advertisement on Shopee as part of

2, 3, 4, 7, 8, 12, 14 “I saw their latest release of smartphones through

9 “I saw one of their advertisements on online store

5, 10, 11, 13, 15 “I don’t see any of their promotion”

RESPONDENTS CATEGORY STATEMENT

3, 6, 9 “At least once a week on Social media”

10 “I don't see any promotional strategies Nokia has done

2, 5, 10, 7 “The price is okay for me, it nearly ranges from

3, 9 “Phone products range in price from low to high.

“It's a little pricey now, as opposed to being

6, 8, 11, 12, 15 “I saw one of their smartphones while scrolling

13 “It's better to also upgrade the price but not too

6 “I think it is same quality with other brands”

8 “I think it can but of course with proper promotional strategies”

5, 12, 15 “I'm not updated of Nokia's latest handset”

RESPONDENTS CATEGORY STATEMENT