NOKIA SMART PHONE BRAND RELAUNCH

Nokia Rebranding 2

SMARTPHONE MARKET SHARE

Nokia Rebranding 3

SMARTPHONE MARKET SHARE

Nokia Rebranding 4

WHAT WENT WRONG WITH NOKIA SMARTPHONES? Took too much time to move over to

SMART Operating SystemDidn’t belong to any eco-system.

Always remained “follower” in SMART phones

Late entry in touch screen Lack of good models with big screen Poor Aesthetics – Bulky, Bricklike,

unattractive Deteriorated in Customer Service

Nokia Rebranding 5

NOKIA Background Info

Past PresentFuture

Nokia Rebranding 6

NOKIAFlashback of Nokia - Past - 1998-2007

Strong Brand ImageThe Largest mobile phone manufacturer in

1998Globally largest network of selling and

distributionExceptional consumer relationship

Nokia Rebranding 7

NOKIABackground Info - Present - 2007-2013 Perception of traditional mobile phone Negative brand image Can’t keep up to date with technology and

consumer needs

Nokia Rebranding 8

NOKIA – WEAKENED BRAND

Nokia’s Global Smartphone share from 2007 to 2012

Nokia drops in Global Brand Ranking

Weakened Brand-

Nokia Rebranding 9

EMERGENCE OF COMPETITIVE RIVALRIESEmergence of Competitive Rivalries

In 2002 – Blackberry

In 2007 – Apple

In 2012 - Samsung

Nokia Rebranding 10

NOKIA BRAND POSITIONING

“Connecting People by offering great and affordable mobile products that enable billions of people worldwide to enjoy more of what life has to offer.”

Nokia Rebranding 11

NOKIA BRAND TARGETYoung and Tech-savvy is Nokia’s main

target market

Nokia Rebranding 12

TO BE BACK THE WAY NOKIA WAS, IT NEEDS TO REPOSITION ITSELF We will start with some facts and market

analysis Most competitors have positioned

themselves as being differentiated , innovative and using advanced technologies in order to increase customer satisfaction

NOKIA does not need to chase after the same target market as competitors

Nokia Rebranding 13

FACTS AND FIGURES The number of smartphone users divided

by Women 47% and men 53%

The highest smartphone penetration comes from people aged 25 to 44 which is 58%

Nokia Rebranding 14

FACTS AND FIGURES

Nokia Rebranding 15

72% OF WOMEN HAVE THE GREATEST INFLUENCE OVER PURCHASING AND CONSUMPTION IN THEIR FAMILY

MOST WOMEN IN THEIR AGE OF 25-44 ARE EITHER WORKING, RAISING THEIR FAMILY OR BOTH

Nokia Rebranding 16

CONCLUSION OF FACTS AND ANALYSES Biggest Competitors(Apple and

Samsung) have already captured most of male customers

Nokia Shouldn’t compete with Apple and Samsung

Women’s market is huge but left unsatisfied

Nokia Rebranding 17

NEW TARGET MARKET Busy multi-tasking Women

Tech Savvy Young audience

Followers

Nokia Rebranding 18

NEW TARGET MARKET Busy Multi-tasking Women

Do not need advances technology devicesCares about product benefits and not the

functionalitiesSeeking balance between work & LifeWant to look good, feel good and express

personal styleMulti-taskers, playing multiple roles.

Nokia Rebranding 19

3 C MODEL APPROACH FOR NOKIA

Customer

CapabilityCompetitor

Nokia Rebranding 20

CUSTOMER Want a product that assist their everyday

life Effective Time Management Need work/life balance Seek for value and satisfaction from

products or services they buy Look for practical products that are

convenient to us Need more time to take care of their own

personal lives Seek apparels or accessories that make

them feel good

Nokia Rebranding 21

CAPABILITY Solid performance and durable products Sustainable technology

Dual Power source – Solar and batteryAbility to think outside the box (Any OS

compatibility)Have strong partnerships(Bose speakers,

Dr. B headphones….)Within 1 to 5 KMs – smartphone should work

as walkie-talkie type (needs change in regulations)

Global distribution channels

Nokia Rebranding 22

COMPETITOR

SAMSUNG - Innovative, cutting-edge technology, world class design, premium high end products

APPLE - Life style, simplicity, creative, friendly products

BLACKBERRY - Slick product design for corporate executive users only

LG - Innovative, stylish, reliable and trust worthy products

HTC - Interactive design, personal experience, work and play smart phone

Nokia Rebranding 23

NEW POSITIONING3 WORDS

Assist Simplify Confident

Nokia Rebranding 24

NOKIA’S NEW LOGO

Nokia’s Old Logo Nokia’s Proposed Logo

Nokia Rebranding 25

NOKIA – ZOOMIA 7 STAR SMARTPHONE

Foldable, Unbreakable,

Any OS Compatible,Dual Power (Solar and

Battery),Bose Speakers,

Dr. B’s Headsets,Walkie-Talkie within 5 Km

range

Nokia Rebranding 26

NOKIA – ZOOMIA 7 STAR SMARTPHONE

7 Start New Smartphone Foldable, Unbreakable, Any OS Compatible, Dual Power (Solar and

Battery), Bose Speakers, Dr. B’s Headsets, Walkie-Talkie within 5

Km range

7 Star New

Smartphone

Jindagi Ke Har Pal Apna Saathi

Nokia Rebranding 27

NOKIA BRAND RELAUNCH

Arpita Dugad Shivani Koul Bipin Valsan Muzaffar Hasnain Devidas Satavalekar Ramesh Kadaganchi Ankur Agarwal

THANK YOU

Nokia Rebranding 29

NOKIA’S BOUNCING BACK PROPOSAL

What Nokia Can doNeeds to evolve as a product benefit rather

than just product featuresTarget Young and Tech Savvy audienceBetter user experience,

Compatible to any OS (Android, Linux, Windows….)

like feather touch, Better aesthetics Establish Emotional connect