Case study on pricing strategy of NOKIA. Here you will find a detailed case study of NOKIA's pricing strategy of 2000-2010 era.

1. Group 3
Case 4
Division A
November 13, 2017
MARKETING MANAGEMENT
NOKIA’S PRICING STRATEGY

2. INTRODUCTION
 Nokia is a public limited company that is listed on three stock
exchanges: NYSE, FWB and OMX.
 Nokia was founded in 1865 on the banks of the Nokianvirta River in
Finland to produce a product very different from what it is commonly
known for. It evolved from manufacturing paper to rubber to cables to
electronics and then finally the mobile phone.
 Its former President and CEO, Jorma Ollila decided to move out of
their other businesses to focus on the development of communication
products which was more profitable.

3.  Nokia has ensured that the kind of products that they bring to the market in
India is of various variety.
 They have different models of cellular phones that they apparently keep on
introducing to the marketing after every short period. This has enabled them to
stay put and provide sufficient headsets to the consumers.
 NOKIA gained and established a market share of 35% in this particular industry.
 Most of the handsets that Nokia produces come in various designs and
features, which is essential because it allows the users to have chosen from
different options available.
Product Description of NOKIA

4.  3G Compatibility
 Emerging Trends
 Social Networking
 Economical compatibility with external applications
 Strong Branding with user friendly products
 Green Initiative- Environment friendly product
Key Success Factors of NOKIA

5. Star:
Nokia 6000 – Classic Business series
Nokia Eseries
Nokia Nseries
Nokia Xseries
Nokia 9000
Communicator series
Question Mark:
Nokia Asha series
Nokia Lumia series
Cash Cow:
Nokia 3000– Expressions series
Nokia 5000– Active series
Nokia Cseries
Nokia 7000 – Fashion and Experimental series
Nokia 8000 series
Dog:
Nokia Cseries
Nokia 1000 – Ultrabasic series
Nokia 2000 – Basic series
BCG Matrix of Nokia

6. Pricing Strategy of Nokia
• Nokia 6000 – Classic Business
series
• Nokia Eseries
• Nokia Nseries
• Nokia Xseries
• Nokia 9000 Communicator
serires
Premium
Pricing Strategy
• Nokia 3000– Expressions series
• Nokia 5000– Active series
• Nokia Cseries
• Nokia 7000 – Fashion and Experimental series
• Nokia Cseries
• Nokia 1000 – Ultrabasic series
• Nokia 2000 – Basic series
• Nokia 8000 series
Skimming

7.  Poor Scanning of consumer preferences & requirements
 Lost Control in Research & Development activities
 Introduction of a better OS- Android
 Slow to respond to new trends
 Lac of product diversity
 Wrong strategic alliances
Reasons for decline of Nokia

8. Nokia is coming up with various strategies to increase its market
share & make a come back:
 Nokia launching smart phones in collaboration with Android
 Nokia is planning to comeback with premium quality products
 Nokia is starting to diversify products with both Windows &
Android series.
Current Situation of Nokia

9. THANK YOU