1. 1865 The Beginning 1968 The move to Tele-Communication 1992
Strategically repositioned to Business Communications 2002 The
launch of the first 3G phone 2011 - Nokia today
2. Nokia net value is 36.7 million (Nokia, 2011)compared to
Samsungs 6.6 billion(Samsung, 2011) Market shareMobile
Communication Vs. Smartphone 9% 4% 31% Nokia 6% Samsung Sony
Ericsson 6% Apple LG 8% Blackberry Motorola Others 15% Source: 21%
Mintel, 2011
3. Smartphone industry is still in its growth stages Projected
Life cycle Nokia is currently at its growth / maturity stage as its
rapidly loosing market shareIntroduction Growth Maturity
Decline
4. Political EconomicalLicensing of technology Recession PDI
has slightly increased (Mintel, 2010) Socio-cultural
TechnologicalStrong brand penetration The integration of
Microsoft(Mintel, 2011) into the Nokia handsetsTechnology savvy
mobile Advent of 4G
5. Strength Weaknesses Brand power Lack of styling Global
market Cost cuts Market share Weak transfer into smartphone market
Threats Opportunities Popularity of other smartphonesInnovations
into 4G market Late in the game Partnership with Microsoft 18%
slump in shares Source: Mintel, 2011
6. From From519.00 Galaxy S2 Nokia N8 419.95 Source:
Carphonewarehouse, 2011
7. Mobile devices Tech.Networks Technology Brazil, China,
Finland, GB, China Finland Hungary, India, Mexico, R Germany
omania, South Korea India Penetration into 50 countries
worldwide
8. ATL (Picktion & TV Radio Outdoor cinema postersBroderick
2005)NokiaSamsung Through the Line BTL (Picktion & PR WOM E-WOM
E-Marketing sponsorship Broderick 2005) Nokia Samsung
9. Samsung Galaxy 2 (TV Advert) Nokia N8 (TV Advert)
10. A product which caters to individual needs Price and
features of the phone High bargaining power
13. Increase awareness of the Nokia N8 handset Refresh and
create a lasting impression in the minds of existing and potential
buyers Reposition Nokia as a more cool stylish and fun brand as
well as trusted Increase sales figures from -0.7% (Mintell, 2011)
to 0.5%
14. The improved campaign will run across 6 months starting
from late November 2011 in time for Christmas Budget = 5 Million
with a 2% extension if needed Agency fee = 7% with 3% bonus if the
campaign is successful
15. Lets get Connecting! Feel free to ask any questions?
16. Carphone Warehouse, 2011. Carphone Warehouse. [Online]
Available at:http://www.carphonewarehouse.com [Accessed 29 October
2011]Mintel, 2011. Companies and Products. [Online] Available at:
http://0-academic.mintel.com.lispac.lsbu.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=545199/display/id=563179?select_section=563180
[Accessed 29 October 2011]Mintel, 2011. Mobile Phones and Network
Providers - UK - January 2011. [Online] Available
at:http://0-academic.mintel.com.lispac.lsbu.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=545199/display/id=563172/display/id=563181#atom3
[Accessed 29 October 2011]Nokia, 2011. Story of Nokia. [Online]
Available at:
http://www.nokia.com/about-nokia/company/story-of-nokia [Accessed
29 October 2011] Samsung, 2011. Samsung Electronics Announces
Fourth Quarter & FY 2010 Results. [Online]
Availableat:http://www.samsung.com/us/aboutsamsung/ir/financialinformation/earningsrelease/downloads/2010/20104Q_Earnings_Announcement.pdf[Accessed
29 October 2011]
