1. NOKIA 6630
A PRODUCT DEVELOPMENT AND LAUNCH CASE
STUDY
Presented by:
Anuj Kumar Bajpai (PG-08)
Presented to:
Deepak Kumar (PG-14)
Prof. Kamal Gupta
Deepak Kumar Choudhary (PG-15)
Karan Goel (PG-20)

2. NOKIA HISTORY
• 1980- Starting focus on its core
business, telecommunications and consumer electronics
markets through the acquisitions of Mobira, Salora, Televa
and Luxor of sweden
• 1987- Launched first handportable phone , the Nokia
Cityman
• 1992- Jorma Ollila became the president of entire Nokia
Group

3. Tagline conveys
“This Idea of ‘Connecting People’
by Nokia provides Service
to people with the help of the Products”

4. Entry of Nokia in India
• Nokia entered the Indian market in 1996.
• Initially Nokia launched about 1 or 2 phones every quarter
but in the past few years because of increased efforts in it
R&D,Nokia has had at least 15 product launches every
quarter.
• Nokia has managed to cater to every segment and at
accessible prices.

5. Nokia Major Areas of Business
• Nokia Mobile phones
• Nokia Networks
• Nokia Venture Organization

6. Nokia Portfolio
• The portfolio of Nokia phones is divided into ten series
each with distinct features.
• As each series evolves additional benefits and experience
are added to the same to give it an additional look and
feel.
• At a glance the brand portfolio looks like the following

7. Nokia Product Portfolio-Introduction
• Plans for each quarter in advance
• R&D is done in Mumbai and Bangalore
• Each product caters to a functional need
• Nokia categorization criteria
 Value
 Multimedia
 Lifestyle
 Business

9. How would you assess the competitive
position of Nokia in the market ?

10. COMPETITIVE POSITION OF NOKIA IN
MARKET
• Market share- 36% Market share in Mobile phone
• Product Portfolio
• New Product Development
• Technology
• Innovation

11. Nokia Segmentation of the Indian Market
• Nokia plans its products across all segments of the Indian
demographics and they launch atleast one product in
each quarter for all its segments.
• Nokia has been able cater to majority of the Indian
population.
• Each quarter is prepared keeping
demographical, psychological or physiological factors.

12. What are the current and future threats for
their product portfolio ?

13. THREATS FOR NOKIA
• Competitors
• Dependent on Mobile phone business
• Technological Innovation
• Threats of new entrant
• Threats of substitute
• Bargaining power buyers
• Low switching cost
 Bargaining power of supplier
• Strategic Alliance
• High competition between suppliers

14. Is Nokia’s positioning clear ?

15. Target Market
• New Generation
• Premium Seekers

16. How relevant or appropriate is their NPD
strategy? Give details

17. NPD Strategy
• Skimming pricing for Nokia 6630
• Distribution network-strategic co-operation with major 3G
service providers
• Creating niche markets
• Focus on speed and capacity through innovation

18. THE MARKETING STRATEGIES
• Product strategy
• Market penetration policy for existing product
• New product development strategy for maintain growth and protect
market share

19. Pricing strategies that Nokia follow
1. Market skimming
Nokia 6630
2. Penetration Pricing
3. Value Pricing

20. Promotion Strategies of Nokia
 Strategic co-operation with suppliers
 Integrated marketing communication campaigns were launched in
mass media
 Television advertising
 Radio advertising
 Newspapers and magazines advertising
 Internet advertising
 Publicity: concerts, etc.

21. Conclusion
Nokia has established itself as a household product not only in
urban parts of India but rural as well.
 The most fascinating aspect of this brand being the accessibility
and affordability. Whether it’s a beach or a remote hill station
brand “Nokia” is available everywhere.
Others brands like Samsung and LG have started gaining
immense popularity but that they are only restricted to urban.
Whereas Nokia going rural.

22. Thank You!