2. Nokia Rebranding 2

3. Nokia Rebranding 3

4.  Took too much time to move over to SMART
Operating System
 Didn’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 4

5.  Background Info
 Past
 Present
 Future
Nokia Rebranding 5

6. Flashback of Nokia - Past - 1998-2007
 Strong Brand Image
 The Largest mobile phone manufacturer in 1998
 Globally largest network of selling and
distribution
 Exceptional consumer relationship
Nokia Rebranding 6

7. Background 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 7

8. Nokia’s Global Smartphone share
from 2007 to 2012 Nokia drops in Global Brand Ranking
Weakened Brand
-
Nokia Rebranding 8

9. Emergence of Competitive Rivalries
 In 2002 – Blackberry
 In 2007 – Apple
 In 2012 - Samsung
Nokia Rebranding 9

10. “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 10

11. Young and Tech-savvy is Nokia’s main target
market
Nokia Rebranding 11

12.  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 12

13.  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 13

14. Nokia Rebranding 14

15. Nokia Rebranding 15

16.  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 16

17.  Busy multi-tasking Women
 Tech Savvy Young audience
 Followers
Nokia Rebranding 17

18.  Busy Multi-tasking Women
 Do not need advances technology devices
 Cares about product benefits and not the
functionalities
 Seeking balance between work & Life
 Want to look good, feel good and express
personal style
 Multi-taskers, playing multiple roles.
Nokia Rebranding 18

19. Customer
CapabilityCompetitor
Nokia Rebranding 19

20.  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 20

21.  Solid performance and durable products
 Sustainable technology
 Dual Power source – Solar and battery
 Ability 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 21

22. - Innovative, cutting-edge
technology, world class design, premium
high end products
- Life style, simplicity, creative,
friendly products
- Slick product design for
corporate executive users only
- Innovative, stylish, reliable and
trust worthy products
- Interactive design, personal
experience, work and play smart phone
Nokia Rebranding 22

23. 3 WORDS
Assist Simplify Confident
Nokia Rebranding 23

24. Nokia’s Old Logo Nokia’s Proposed Logo
Nokia Rebranding 24

25. Foldable,
Unbreakable,
Any OS Compatible,
Dual Power (Solar and Battery),
Bose Speakers,
Dr. B’s Headsets,
Walkie-Talkie within 5 Km range
Nokia Rebranding 25

26. 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 26

27.  Arpita Dugad
 Shivani Koul
 Bipin Valsan
 Muzaffar Hasnain
 Devidas Satavalekar
 Ramesh Kadaganchi
 Ankur Agarwal
Nokia Rebranding 27

29.  What Nokia Can do
 Needs to evolve as a product benefit rather than
just product features
 Target Young and Tech Savvy audience
 Better user experience,
 Compatible to any OS (Android, Linux, Windows….)
 like feather touch,
 Better aesthetics
 Establish Emotional connect
Nokia Rebranding 29