Post on 05-Apr-2018
7/31/2019 Nokia Marketing Presentation
1/16
SWOT ANALYSIS, COMPETITIVE STANDING AND BRAND POSITIONINGOF NOKIA BASED ON ATTITUDINAL SURVEY DATA
BY MOONWALKERS
7/31/2019 Nokia Marketing Presentation
2/16
CONTENTS
Company profile
Nokia in India
SWOT analysis
World market share of Nokia in India
Competitive standing and brand positioning of Nokia bas
Methodology
Questionnaire
Findings
Summary
7/31/2019 Nokia Marketing Presentation
3/16
COMPANY PROFILE
A Finnish company.
1,23,000 employees in 120 countries.
Sales in over 150 countries.
Global annual revenue $ 2 billion as of 2009.
World market share of 36.60%.
R&D facilities in 16 countries.
16 manufacturing facilities all over the globe.
Brand value - $ 34.9 billion as of 2009.
Fortune global 500 companies 85th.
Fortunes worlds most admired companies 41st.
7/31/2019 Nokia Marketing Presentation
4/16
NOKIA IN INDIA
Started its India operations in 1995.
Presently operates out of offices in New Delhi,Mumbai, Kolkata, Jaipur, Lucknow, Chennai,Bangalore, Pune and Ahmedabad.
R&D facilities in Bangalore and Mumbai.
A manufacturing plant in Chennai.
A Design Studio in Bangalore..
Over 15000 employees in March 2009. Today, India holds the distinction of being the
second largest market for the company globally.
Over 1,30,000 outlets all over India.
7/31/2019 Nokia Marketing Presentation
5/16
SWOT ANALYSIS
STRENGTHS
Brand ambassador - Shah RukhKhan.
Nokias link with KolkataKnightriders.
Long battery life and backup.
Great designs.
Multi tasking in mobiles of higherprice range like N-series, E-series, etc.
Great after-sales service.
WEAKNESSES
Mobile gets hanged and becomesslow when the memory card isalmost full.
Nokia advertisements notconcerned about low range
mobiles. Not concern about the lower
class of the society.
Camera quality not good ofmobiles other than N-series.
High price.THREATS
High competition from Samsung,LG, Maxx, Micromax, etc.
Other companies introducing newfeatures consistently at low price.
OPPORTUNITIES
Increase their presence in the 3Gand EDGE market.
Capturing the rural areas byemphasizing more on low rangemobiles.
Introducing features at low price.
7/31/2019 Nokia Marketing Presentation
6/16
WORLD MARKET SHARE
7/31/2019 Nokia Marketing Presentation
7/16
COMPETITIVE STANDING &
BRAND POSITIONING
Competitive Standing:
Competitive Standing is all about where a particularcompany stands compared to other companies withrespect to different parameters
Brand Positioning:
Brand positioning is the process by which marketerstry to create an image or identity in the minds of
their target market for its product, brand, ororganization.
7/31/2019 Nokia Marketing Presentation
8/16
METHODOLOGY
Preparing a questionnaire based on attitudinalsurvey data.
Commencing the survey.
Tabular and graphical representation of the raw
data. Findings and analysis.
7/31/2019 Nokia Marketing Presentation
9/16
QUESTIONNAIRE
The questions asked are:
How many mobiles do you have?
Which mobile brand(s) do you have?
If you have more than 1 brand, then which brand do
you use the most? What persuaded you to buy this mobile?
What do you like the best about this mobile?
How long do you have this mobile?
Did you find any problem(s) with the mobile duringthe above mentioned duration?
What problem(s) did you face?
How was the after-sales service?
7/31/2019 Nokia Marketing Presentation
10/16
FINDINGS 1
Sample size = 136
Mobile brands most used:
Nokia = 55 (40%)
Samsung = 17 (13%)
LG = 12 (9%)
Motorola = 13 (10%)
Sony Ericsson = 18 (13%)
Others = 21 (15%)
7/31/2019 Nokia Marketing Presentation
11/16
FINDINGS 2
Persuasion Parameters
7/31/2019 Nokia Marketing Presentation
12/16
FINDINGS 3
Mobile Liking Parameters
7/31/2019 Nokia Marketing Presentation
13/16
FINDINGS 4
Duration of Mobile Any Problems
7/31/2019 Nokia Marketing Presentation
14/16
FINDINGS 5
Problems After Sales Service
7/31/2019 Nokia Marketing Presentation
15/16
SUMMARY
From the above data we can generally see that Nokia is ahead ofits competitors in almost all the categories. Even, if there areproblems, they are solved with a lot of satisfaction from thecustomers.
As a result, Nokias competitive standing is pretty high.
Regarding the brand positioning of Nokia, the image that they havecreated in the minds of the people for years will not be easilyblurred whatever the condition of the market be. Since years theyhave used extensive promotional/publicity materials to build up avery good image of the company in the minds of the people. It will
take a lot of work on part of its competitors to change this image.Through the survey itself we saw that most of the people preferNokia than any other brand.
This proves that the brand positioning of Nokia is very high comparedto its competitors.
7/31/2019 Nokia Marketing Presentation
16/16
MOONWALKERS
Ayan Mukherjee (13)
Debarun Roy (23)
Manjir Sarkar (40)
Md. Mahfooz Sahar (41)
Pritam Ghosh Roy (50) Priyanka Paul (52)
Raunak Sharma (57)
Saikat Chakladar (63)
Shivam Srivastava (71) Swaran Ranjit Kumar Chakraborty (88)