Prepared by:

Hani binrabaa 201010019 Mohammed Almansory 201010136 Abdulla Salem Altamimi 201010231
Ahmad Muhamad Soliman 201010073
Introduction:
Nokia Corporation is the world's largest manufacturer of mobile phones, serving customers in 130
countries. Nokia is divided into four business groups: Mobile Phones, Multimedia, Enterprise
Solutions, and Networks. The Mobile
Phones group markets wireless voice
and data products in consumer and
corporate markets. The Multimedia
segment sells mobile gaming devices,
home satellite systems, and cable
television set-top boxes. The Enterprise
Solutions group develops wireless
systems for use in the corporate sector.
Wireless switching and transmission
equipment is sold through the
company's Networks division. Nokia
operates 15 manufacturing facilities in
nine countries and maintains research
and development facilities in 12
countries.

History:
The roots of this internationally renowned Finnish telecommunications company lay in a number
of earlier companies, two of which were established in what became the town of Nokia. The first,
established in 1865, manufactured paper and built up an international client base in Russia,
Britain, France, and China. It was followed by the Finnish Rubber Works, founded in 1898, whose
products were sold under the Nokia brand name in the1920s. The third, the Finnish Cable Works,
was established in 1912 and grew rapidly in tandem with the growth of electricity. All three
companies were eventually merged
in1967 as the Nokia Group which, by the
early 21st century, employed 24,000 in
Finland alone.
Fredrik Idestam, an engineer by trade and
founder of Nokia, built a wood pulp mill on
the banks of the Tammerkoski rapids, in
southern Finland. A few years later, he
built a second mill by the Nokianvirta
River.
 
Product :
Historically, the thinking was: a good product will sell itself. However there are no bad products
anymore in today's highly competitive markets. Plus there are many laws giving customers the
right to send back products that he
perceives as bad.Therefore the question
on product has become: does the
organization create what its intended
customers want? Define the
characteristics of your product or service
that meets the needs of your customers.

Functionality:

 Quality
 Appearance
 Packaging
 Brand
 Service
 Support
 Warranty

Marketing Strategies Nokia:

For this project I have been instructed to come up with a marketing
strategy for an existing company/product I have chosen to do Nokia
communications, particularly the mobile phone sector of Nokia's
business. To do this properly I will need to:

* Appropriately identify, collect and use primary and secondary data that is relevant to the
marketing strategy of Nokia.

* Produce a clear analysis of the external influences affecting the development of a marketing
strategy.

* Complete a realistic rationale for the development of a coherent Marketing mix for Nokia
communications.

* Show a full understanding of a marketing strategy for Nokia with a Clear understanding of
marketing principles.
* Produce a full, well-balanced marketing strategy that reflects Appropriate use of marketing
models and tools.

Focused on Handset Manufacture only
Enhance Product Portfolio‡
“Increase Distribution Channels”
Adjust Preferences for specific markets‡
Increase Commitment to “Emerging Market”
Improve Collaboration on “Designs”
Ensure Accountability and “Quality”
Aggressive Pricing “Low price”

Segmentation Strategy:
Geographic:
Nokia immediate geographic target is rural India.
The total targeted population is estimated at 100million.
In Pakistan a developing country nokia has mainly targeted:
 Entry level
 Classic
 Xpress music series

Demographic:
 Male and Female
 Ages 25-50, this is the segment that makes up80% of the Nokia mobile phone market
According to NOKIA LTD.
 Professionals and college student

Psychographic Segmentation (Lifestyle):

 Live Customers - Looking for design and style, followers of trends and Fashion and
have active lifestyle - Nokia 8800Sapphire
 Connect Customers - Combination of ease of use and elegant looks Want seamlessly
connected and in best possible way “ Nokia 6110 Navigator”
 Achieve Customers - Smart business people wanting smartest tools for balancing work
and life .E90 models use of e-mail, calendar contacts , web browsing
 Explore Customers - Want cutting edge technology for their stylish life-styles - NokiaN-
95 with 8 GB chip with multimedia devices ,that snap, record ,browse and share contents
all via internet.
 There exists another segment of consumers who rank price and Functionality of the
phone above the aesthetics and enhanced features.
For these segments we have products like Ngage (gamers), Xpress
music (music lovers), etc. and 1100,2100,2300, etc.
Consumer segment:
 Light users
 Medium users
 Heavy users:
Our target segment is heavy users:
 We chose this category because heavy users have
ability to buy our product.
 In this category user like latest product with latest future.
 Heavy users want something new and stylish.

Target market:
In Middle East a developing country Nokia has mainly targeted:
 Target market for NOKIA Nseries mobile phone between ages 20-40. Who want to use
something special or smart phone
 International student
 Teenager and business class

Positioning of Nseries:
Nseries has created a distinct position in ccustomer mind by:

 Nokia logo…...>
 Slogan …..> ”Know our past. Create the future”.
 Latest ring tunes and messages tunes.
  The specific message that is conveyed to the customers in every advertisement.
 Brand name is written on the Nseries.

The marketing mix:

Price- The phones that Nokia produce are usually sold at high prices 
(new phones can be expected to enter the market at around £200+, if 
they carry the latest technology). The price of the new phones usually 
decreases after an introductory period, which is usually around 2 
months long. Nokia's prices are usually competitor based, in such a 
way as, they try to keep their prices a bit lower than those of the 
closest competitors, but not as low as the "smallest" competition as 
consumers do not mind paying the extra money for the "extra quality" 
they will receive with a well-known brand, such as Nokia. 

Place- Nokia phones are generally sold at all established mobile phone 
dealerships such as Car phone Warehouse and The Link, although they are 
also sold at other retailers such as Dixon's and other electrical 
suppliers. The products are only sold in the electrical suppliers and 
stores other than dedicated phone dealerships after the introductory 
period so the phones can remain limited edition, as this will 
encourage younger consumers to buy them.

Promotions- Nokia tend to promote the new technologies and mobile 

devices they create using one big advertising campaign that focuses on 
a singular technology instead of each individual handset so they can 
appeal to a lot of different markets with one campaign. 

Product- Nokia phones tend to include all the latest technology and a 
lot of the consumers favorites aspects such as text messaging and 
games like Snake and Memory. When the phones came out they were big 
and bulky and quite unattractive but now they are all quite sleek and 
stylish with phones now getting small enough to fit in the palm of 
your hand as standard. Most of the phones produced nowadays have 
accessories that consumers must buy with them (carry cases, hands free 
kits and in-car chargers) these generate Nokia a lot of profit, as 
they are very high priced. 

Nokia's marketing mix has worked very well until recently as the 
market they are aiming at has become more and more saturated and after 
looking at all the mobile phone sales figures, it looks as if the 
phone companies can aim at this same youth market for about another 2 
years until they need to change, but they should change sooner so they 
can start making a bigger profit and get a head start on the 
competition who will also have to change the market they are aiming 
at. Nokia's current promotional strategy is working very well as they 
are able to "talk to" a large number of consumers in different markets 
rather than the niche markets the old promotional strategies where restricted to. 
Market segmentation:
Market segmentation refers to the different areas of the population 
that companies can aim their products towards. The market segment that 
Nokia has chosen to aim is the youth market focusing on students aimed 
13-19 as market research has shown that some of the youth market are 
receiving large amounts of pocket money and most have no real 
commitments to spend it on and that means they have lots of disposable 
income and will be able to spend a lot money on new mobile phones. 

As a big company Nokia are able to do a lot of promoting and 

advertising that smaller, less successful
companies, may not be able 
to afford, such as television advertising and
sponsoring lots of 
events that will be viewed or heard by large
amounts of people in 
their chosen market segment (events such as
music festivals and music 
awards are a goldmine for companies as they are
viewed by millions of 
people worldwide). Adverts such as television and
print adverts will 
be put into certain areas so that they can attract
their chosen market 
segment, Nokia tend to put a lot of their print
adverts in men's 
magazines such as FHM and Loaded so they can
appeal to all of their 
readers instead of a smaller percentage of the
readers they would 
attract in magazines such as Lifestyle and Good Housekeeping. I think 
Nokia's way of promoting is very good as they can appeal to mass 
markets and large amounts of people in their chosen market 
segmentation with certain advertisement's and with sponsoring large 
events like the ones I have previously mentioned. 

SWOT:
SWOT analysis is also another way of deciding on a successful marketing scheme, we must look
at strength, weakness, opportunity and threat.

Strengths:
NOKIA is the one of the most popular mobile communication company in the industry:
 NOKIA NSeries is high product quality.
 Product is warrantee worldwide.
 Fashionable product (serve new trend).
 Global marketing (product).
Weaknesses:
 It’s not easy to use.
 Low voice quality.
 Heavy set.
 Market skimming prices of this set.

Opportunities:
 Mobile with computer windows
 New growth market
 Other hand held devices
 Well designed and styled set

Threats:
 Looking mainly at the competition that is taking away Nokia market share.
 Orange, Vodafone and Apple and many more operators are globally selling their own
brands of phone.
 Higher import charges.
 China Mobile made copy of Nokia Sets.

Product Life Cycle Of Nokia:

References:

“Wikipedia” Nokia Corporation, Retrieved 09 April 2011.

http://en.wikipedia.org/wiki/Nokia_Corporation
Nokia in brief (2007)" (PDF). Nokia Corporation. March 2008.
Retrieved 09 April 2011.
http://www.nokia.com/NOKIA_COM_1/About_Nokia/Sidebars_new_c
oncept/Nokia_in_brief/InBriefJuly08.pdf
"Annual Results 2010" (PDF). Nokia Corporation. 27 January 2011.
Retrieved 09 April 2011.
http://www.nokia.com/results/Nokia_results2010Q4e.pdf
http://www.scribd.com/doc/41402192/e003nokia-1
http://www.scribd.com/doc/48433115/NOKIA-FINAL-PPT
http://www.nokia.ae/about-nokia-en/financials
http://www.scribd.com/doc/46261700/Nokia-Capital-Markets-Day-
2009