history marketing strategy marketing mix SWOT Decline journey Indian market

3. MARKETING

4. • Demographic variables: gender(both M/F), income,
age, and social class
• Psychographic variables: personality characteristic,
motives and lifestyles
• Behavioral variables: Occasional, User status,
Loyalty
• Geographical variables: Region(Mostly eastern
Europe and Asia).

6. Major competitors
• LG
• Samsung
• Micromax
• Blackberry
• Apple

7. 4 P’s of Marketing

8. • Product
 Variety: Nokia manufactures mobile phones in a wide range of features and
price range.
 Quality: Nokia mobiles are of utmost quality.
 Design: They are trendy, and kept up with the design.
 Durability: This is one of the distinctive feature of Nokia phones.
 Features: The high end phones are equipped with features like heart rate
sensor, and low end phones with torch.

9. • Price
 A wide price range of phones
 Ranges from Rs. 800- Rs. 50,000
 Low end phone- Market penetration
 High end phone- Market skimming.

10. • Places
 Nokia stored spread all over the world
 Largest network of over 1,30,000 stores
 New concept of Nokia Music store
 Sales through Multi-branded mobile stores(in India)

11. • Promotion
 TV campaigns and advertisements
 Brand ambassadors like Shah-Rukh Khan and Priyanka Chopra
 Fests like NOKIA India Fest 2011- PAN India College Fest
 Save the Environment campaign
 Sponsors of KKR in IPL

13. Strengths
• A lot of Experience
• Brand Image
• Expertise of Microsoft
• Largest selling and
distribution market
• Wide range of products for
all class

14. Weaknesses
• Less featured and stylish
phone at low priced
• High end series were made
irrelevant by ios and
android(2007-2012)

15. Opportunities
• New growth market
• Focus on innovation and
technology
• Launch 4G mobile sets
where market demands

16. Threats
• Easily duplicable product at low
cost(eg China mobiles)
• Poor and costly features(damage
trust)
• Growing loyalty for competitive OS

17. Decline of NOKIA
Nokia enjoys 60% of Indian market share
Apple launched iPhone 3s

18. Decline of NOKIA……
Micromax sets up handset business in India
Samsung starts getting huge responses on touch screen phones

19. Decline of NOKIA……
Android enters Indian market

20. Decline of NOKIA…..
Samsung launched 1st
smartphone.
Its sale surged

21. Decline of NOKIA….
Nokia market share crashed to
32.9%(according to IDC)
Nokia launched dual sim phones
(too late)

22. Decline of NOKIA….
• Nokia announces Microsoft partnership
• Meanwhile Micromax, Karbonn, Lava, Spice were
producing cheaper phones
• iPhone industry was on revolution
• Nokia was still struggling to align with Microsoft

23. Decline of NOKIA….
Samsung cheapest Galaxy at Rs.7,830 strengthen
position in low end smartphone space
Nokia launched its 1st QWERTY dual sim device
By September, Nokia’s market share was 5-7%(too late)
Microsoft bought NOKIA for $7.2billion

25. Conclusion