1. NOKIA 6630A Product Development & Launch Case Presented by:- Shantanu Bera Mrityunjay Das Sadhana Devi Atindra kundu

2. Nokia in Brief Nokias roots go back to 1865, when the Nokia wood-pulp mill was founded. In 1967, upon the merger of three separate companies. Mobile revolution 1992-1999 1992 Jorma Ollila becomes CEO of Nokia (access to international finance markets) 1994: Worlds first satellite call made using a Nokia GSM handset 1998 Nokia becomes the leader in mobile phones 3. Competitive Strategy Increase distribution channel Adjust preferences for specific market Aggressive Pricing 1) for middle income group Penetrating pricingstrategy 2) For upper income group Skimming Pricingstrategy. Promotion Strategy 4. Cont: Technological differences between thecompetitors are minimal so they all competemainly on price and specially on designinnovation. So all of them adopted price cut strategy andrenewal throughout the product portfolio. To combat competition Nokia implemented worldwide low price strategy for most of his productportfolio. In 2003 Nokia introduce 40 new Models on allproduct portfolio to gain leadership 5. Competitive Strategy cont: Changed its structure from 3 business groups:Mobile phones, Networks and Enterprise solutionto 4 business groups so as the Mobile phoneswas divided into Mobile phones and Multimedia. Constant innovation Separate department for Mobile phones andMulti-media Using advanced features and applications that itsrivals does not have. First to introduce Imaging, games, Entertainment,Media as Mobile features 6. Nokia uses a pricing strategy that best suits the product. Market Penetration- Entry level mobile like Nokia 1100. Market Skimming- Premium series like Nokia 6630(3G) Hence, The Strategy which was used for N-Series & E-Series, 3G series was Market Skimming. Most user friendly mobiles phones compared to its competitors. Huge investments in promotions 7. Current and Future threats Threats from China mobile phones which aregiving many features in a single phone China mobile made copy of Nokia Orange, Vodafone and 02 and many othersoperators are globally selling their run brands ofphone. High imports Charges. 8. Positioning Yes Nokia was clear in their positioning strategy Entry Level( Rs 2500-6000): Nokia targeted lowincome people and first time mobile buyers in theseries. Classic series 40 and 60 (Rs 7000-17000): Nokiatargeted decent people in this series. These setsincludes are 6300, 6233, 6120 etc. N-Gage Series (Rs 8000-16000):Nokia Targetedgame includes like play station, PSP, Xbox etc. 9. Xpress music (Rs 13000-35000): In this seriesmusic lovers are targeted sets are 5220,5310,9800 etc. N-Series, E-series, 3G: New generation peopleand premium seekers sets like 6630, N70, N73,N95, E51, E66. 10. Product life cycle of NOKIAMaturityNokia Symbian& N- Series, 3GDecline Nokia 30 & 40 SeriesGrowthSales curve Nokia E- series,Introduction The Concept PhonesTime 11. BCG Matrix of NOKIAN-Series, 3G Premium Series QuestionStarsMarkCashDogsCows Entry N-Gage Level 12. New product Development Market share and Sales were declining, thisemphasizes on NPD strategy The stiff competition is given by especiallySamsung, LG, sony. Other players are providing better mobile phonesthat too at cheaper rate and People who are pricesensitive switch over to cheaper mobiles, sinceswitching cost is low. Bargaining power of the buyer is high, soconstant innovation and product development isnecessary. Product Life cycle shows decline in nokia, so forproduct extension New Product development isrequired. 13. Product Life Cycles:mobilephonesDevelopment Typical life cycle 14. Like Nokia developed a totally New product, a 3g setNokia 6630. An innovative 3g set with always-connectedInternet,mobile broadband access to multimediacontents, living video streaming and videoconferencing. Nokia 6630 is the only 3G phone introduced to datethat is designed to work on 3G, EDGE and 2Gnetworks around the world. view important documents in formats like MicrosoftWord and PowerPoint while being away from theoffice. considered an effective substitute for a normal mobilephone, a PDA, a digital camera, and more. Introducing phones with flash light for rural india. 15. Future suggestions Nokia is doing its business at its best butdue to its recent downfall in its brand imagehas coaused Nokia to loose its marketshare. Nokia should focus more and more onPromotion and regaining its image back. Constant innovation required regarding:1. Design2. Price3. Service offering