Nokia Marketing Mix

7/25/2019 Nokia Marketing Mix

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About the Company

Nokia Corporation (NYSE: NOK) is one of the world's largest

telecommunications euipment manufacturers! "ith headuarters in

Keilaniemi of Espoo# $inland# this $innish telecommunications

compan% is &est known toda% for its leading range of mo&ile phones!

Nokia also produces mo&ile phone infrastructure and other

telecommunications euipment for applications such as traditional

oice telephon%# SN# &road&and access# professional mo&ile radio#

oice oer *# wireless +,N and a line of satellite receiers!

Nokia proides mo&ile communication euipment for eer% ma-or

market and protocol# including .S/# C/,# and "C/,!

Nokia was esta&lished in 0123 as a wood4pulp mill &% $redrik destam

on the &anks of Nokia rapids! $innish 5u&&er "orks esta&lished its

factories in the &eginning of 67th centur% near&% and &egan using

Nokia as its &rand! Shortl% after "orld "ar $innish 5u&&er "orks

acuired Nokia wood mills as well as $innish Ca&le "orks# a producer

of telephone and telegraph ca&les! ,ll three companies were merged as

Nokia Corporation in 0829! he name Nokia originated from the rier

which flowed through the town of the same name (Nokia)!


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n the 0897s Nokia &ecame more inoled in the

telecommunications industr% &% deeloping the Nokia ; 677# a

digital switch for telephone e# howeer# these

operations were sold to nternational Computers# +td! (C+)# which

was later merged with $u-itsu4Siemens ,.! Nokia also &egan

deeloping mo&ile phones for the N/ network? unfortunatel%# the

compan% ran afoul of serious financial pro&lems in the 0887s and

streamlined its manufacturing of mo&ile phones# mo&ile phone

infrastructure# and other telecommunications areas# diesting itself of

other items# such as teleisions and personal computers!

n 677@# Nokia resorted to similar streamlining practices with la%offs

and organiAational restructuring# although on a significantl% smallerscale! his# howeer# diminished Nokia's pu&lic image in $inland# and

produced a num&er of court cases along with# at least# one teleision

show critical of Nokia!

5ecentl%# Nokia -oined other mo&ile phone manufacturers to em&race

aiwanese Original eice /anufacturers! Nokia signed a contract

with Ben# a aiwanese Original eice /anufacturer# to deelop

three high4end mo&ile phones# which are scheduled to retail &% the end

of 6773!


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Nokia in the Region of Asia Pacific

, leading pla%er in mo&ile communications in the ,sia *acific# Nokia

first started operations in the region in the earl% 0817s! t has since

esta&lished a leading &rand presence in man% local markets# and

&usiness has e


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,s of Danuar% 677@# Nokia streamlined its glo&al

organiAational structure to strengthen its focus on conergence# new

mo&ilit% markets and growth! o address emerging new &usiness areasin the /o&ilit% era while continuing to grow its leadership in mo&ile

oice communications# Nokia has four &usiness groups to &est meet the

uniue d%namics of each &usiness!

/o&ile *hones offers a glo&al range of highl% competitie mo&ile

phones for large consumer segments# and deelops mo&ile phones for

all ma-or standards and customer segments in oer 07 countries! t is

responsi&le for Nokia's core mo&ile phones &usiness# &ased mainl% on

"C/,# .S/# C/, and /, technologies! /o&ile *hones

focuses on &ringing feature4rich# segmented mo&ile phones to the

glo&al market!

/ultimedia &rings mo&ile multimedia to consumers in the form of

adanced mo&ile deices and applications! ts products hae features

and functionalit% such as imaging# games# music# media and a range of

other attractie content# as well as innoatie mo&ile enhancements

and solutions!

Networks continues to offer leading4edge network infrastructure#

technolog% and related serices# &ased on ma-or wireless standards to


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mo&ile operators and serice proiders! $ocusing on the .S/ famil%

of technologies# the group aims at leadership in .S/# E.E and

"C/, radio networks! Our networks hae &een installed in all

ma-or glo&al markets that hae adopted these standards! Networks is

also a leading proider of &road&and access and E5, networks for

professional users in the pu&lic safet% and securit% sector!

Enterprise Solutions proides a range of terminals and seamless mo&ile

connectiit% solutions &ased on end4to4end mo&ilit% architecture#

dedicated to helping &usinesses and institutions worldwide improe

their performance through e


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Companys Profile

Nokia Corporation manufactures mo&ile deices principall% &ased on

glo&al s%stem for mo&ile communications# code diision multiple

access (C/,)# and wide&and C/, ("C/,) technologies! he

compan% operates in three diisions: /ultimedia# Enterprise

Solutions# and Networks! he /ultimedia diision focuses on

&ringing connected mo&ile multimedia to consumers in the form of

adanced mo&ile deices# including . "C/, mo&ile deices and

solutions! he Enterprise Solutions diision ena&les &usinesses and

institutions e


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proiders! Nokia connects people to each other and the information

that matters to them with mo&ile deices and solutions for oice# data#

imaging# games# multimedia# and &usiness applications! he compan%

also proides euipment# solutions# and serices for its operator and

enterprise customers! t sells its mo&ile deices primaril% to operators#

distri&utors# independent retailers# and enterprise customers

worldwide! Nokia Corporation is &ased in Espoo# $inland!

Product

Fistoricall%# the thinking was: a good product will sell itself!

Foweer there are no &ad products an%more in toda%'s highl%

competitie markets! *lus there are man% laws giing customers the

right to send &ack products that he perceies as &ad! herefore the

uestion on product has &ecome: does the organiAation create what its

intended customers wantG efine the characteristics of %our product

or serice that meets the needs of %our customers!

Functionality:

Quality

Appearance

Packaging

rand


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!er"ice

!upport

#arranty

!ome of the Products that Nokia

offers to Customers are:

Nokia N90

Nokia 9300

Nokia 8800

Nokia 7710

Nokia 7280 Nokia 7270 Nokia 6822 Nokia 6681

Nokia 6680 Nokia 6670 Nokia 6630 Nokia 6260
http://www.12manage.com/methods_zeithaml_servqual.htmlhttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.12manage.com/methods_zeithaml_servqual.html


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Nokia 6255 Nokia 6235 Nokia 6230i

Nokia 3230

Ne$ Products %aunching &

'perating (ighlights

he /o&ile *hones &usiness group increased its consumer offering

during the uarter with the introduction of new models in a range

of form factors and designs! Fighlights include:

4 Nine new .S/ models# including the Nokia 2617# our first mid4

range "C/,H. phone!

4 $our new C/, models# growing our mid4range offering in

C/,!

4 *remium categor% deices: the Nokia 1177 and Nokia 1170

stainless steel slide phones!

4 he Nokia 2697 slide phone: one of two new models with 6 mega

pi


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compl% with upcoming EI enironmental legislation!

4 wo entr%4leel mo&ile phones# the Nokia 0007 and Nokia 0277#

each offering technological features designed to reduce the total

cost of ownership for users!

Price

Fow much are the intended customers willing to pa%G Fere we decide

on a pricing strateg% 4 do not let it -ust happenJ Een if %ou decide not

to ask (enough) mone% for a product or serice# %ou must realiAe that

this is a conscious decision and forms part of the pricing strateg%!

,lthough competing on price is as old as mankind# the consumer is

often still sensitie for price discounts and special offers! *rice has

also an irrational side: something that is e


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Allo$ances*

Price of the +ost !elling +obile

Phones of Nokia ,n the +arket

/odel *rice ,ppro< in 5s

Nokia 67 5s!03#777

Nokia 9207 5s!02#777

Nokia 267 5s!06#777

Nokia 227 5s!66#777

Nokia 877 5s!61#777

Nokia 227 5s!00#777

Nokia 0077 5s!377

Nokia 2207 5s!2777


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Place

,aila&le at the right place# at the right time# in the right uantitiesG

Some of the recent ma-or changes in &usiness hae come a&out &%

changing *lace! hink of the nternetand mo&ile telephones

%ocations:

%ogistics

Channel members

Channel +oti"ation

+arket Co"erage

!er"ice %e"els

,nternet

Accessibility
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Promotion

Fow are the chosen target groups informed or educated a&out the

organiAation and its productsG his includes all the weapons in the

marketing armor% 4 adertising# selling# sales promotions# *u&lic

5elations# etc! "hile the other three *'s hae lost much of their

meanings in toda%'s markets# *romotion has &ecome the most

important * to focus on!


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Ad"ertising:

Front %ine !er"ice

Public Relations

+essage

)irect !ales


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!ales

+edia

udget


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People

,ll people directl% or indirectl% inoled in the consumption of a serice are

an important part of the e


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Process

*rocedure# mechanisms and flow of actiities &% which serices are

consumed (customer management processes) are an essential element of the

marketing strateg%!

Nokia has rapidl% moed from functionall% oriented organisation to a

&usiness process oriented mode# and our information s%stems hae not

followed the change as fast as the% should! o fill the gap# /

organisation must learn and implement working methods which ena&le

the creation of &usiness process oriented information s%stems! o

satisf% these &usiness needs# Nokia has introduced a new deelopment

approach for information s%stems deelopment! hese processes hae

&een created and tested during the S*!

n 0882# the starting point of software engineering practices in Nokia

/o&ile *honesHnformation /anagement was that there were no clearl%

defined processes to guide the software deelopment according to the

&usiness needs! 5euirement anal%sis was usuall% done with an ad4hoc st%le

without a pre4defined process! $or the technical design and implementation#

there was a first ersion of pro-ect manual to follow!


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echnical enironment from point of iew at Nokia is

great! /arkets leading &rands are utiliAed in eer% part of the compan% and

personnels skill leel is high in technical issues! n the S* pro-ect# C+ ltdwas selected as the endor to proide a consulting point of iew and to

delier their skills for &usiness anal%sis and reuirements specification areas!

Business enironment in telecommunication industr% is fast moing

and uite %oung# which means &ig challenges for information management:

timing is crucial! Because of the changing enironment# also organisation is

changing rapidl%! Change is an eer% da% phenomenon at Nokia# which helps

a lot when changing working practices as a part the S*! Skill set needed for

the &usiness and reuirements anal%sis and other parts of the S* is different

from the technical e


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*a% E


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Strengths:

Nokia has largest network of distri&ution and selling as compared

to other mo&ile phone compan% in the world! t is &acked with the highualit% and professional team in the F5 ept! he financial aspect is

er% strong in case of Nokia as it has man% more profita&le &usiness!

he product &eing user friendl% and hae all the accessories one want

that is wh% is in great demand making it No40 selling mo&ile phones in

the world! "ide range of products for all class! he re4sell alue of

Nokia phones are high compared to other compan%s product!

"eakness:

Nokia has man% strengths and some weakness! Some of the

weakness includes the price of the product offered &% the compan%!

Some of the products are not user friendl%! Not concern a&out the lower

class f the societ% people! Not targeting promotion toward them! he

price of the product is the main issue! he serice centers in ndia are

er% few and scare! So after sales serice is not good!

Opportunit%:


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Nokia has ample of opportunit% to e


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Nokia Marketing Mix

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