1. Nokia PROJECT
TABLR OF CONTENTS
Sr. No.
Contents
Page No
1.
Executive Summary………………………………………….
2
2.
Section 1……………………………………………………….
Introduction………………………………………….
List of Nokia Products……………………………….
Scope………………………………………………….
Pakistan Driven Strategy…………………………....
N97 Begin to Selling in Pakistan……………………
More About N97……………………………………..
Nokia 97 Gallery……………………………………..
3
3
4
4
5
5
6
8
3.
Section 2……………………………………………………….
Customer Driven Market Strategy………………....
Market Segmentation………………………………..
Market Targeting…………………………………….
Market Positioning…………………………………..
Nokia brand personality…………………
Nokia Positioning………………………...
Nokia Product Design……………………
Marketing Mix 4P‟s………………………………….
Price………………………………………
Place………………………………………
Promotion………………………………...
Product……………………………………
Marketing Strategy…………………………………..
Strategic Direction……………………….
Business Environment…………………...
Slogan…………………………………………………
Logo…………………………………………………...
9

2. 9
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10
11
11
12
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13
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13
14
14
14
14
15
15
4.
Section 3……………………………………………………….
Conclusion…………………………………………....
Market Share………………………………………...
Competitors…………………………………………..
Recommendation…………………………………….
References…………………………………………….
17
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EXECUTIVE SUMMARY
Nokia is a world leader in the mobile industry. The products produced by this business
concern are valued all over the world very well. Nokia has successfully met the changing
needs, demands and dynamic trends of the customers. In its operation Nokia has given a
full consideration to Research and Development. Whatever the market, Nokia targeted, it
always faced success.
If we make a look on its N97 this mobile model has captured a large sector of market due to
its specification meeting the current needs of the customers in Pakistan. The strategies
adapted by Nokia are fully in accordance with the market needs and demands, that is why
Nokia has captured a large market sector and instead of hard competition it is still market
leader

3. PROJECT ON NOKIA CORPORATION (N97)
SECTION 1
INTRODUCTION
Nokia Corporation is a Finnish multinational communications corporation that is
headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is
engaged in the manufacturing of mobile devices and in converging Internet and
communications industries, with over 123,000 employees in 120 countries, sales in more
than 150 countries and global annual revenue of EUR 41 billion and operating profit of €1.2
billion as of 2009. It is the world's largest manufacturer of mobile telephones: Nokia
produces mobile devices for every major market segment
Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges. It is an important employer in Finland and several small companies have
grown into large ones as its partners and subcontractors Nokia increased Finland's GDP by
more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and
accounted for almost a quarter of Finland's exports in 2003.
In recent years, Finns have consistently ranked Nokia as one of the best Finnish brands. In
2008, it was the 27th most respected brand among Finns, down from sixth place in 2007.
(The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo,
was constructed between 1995 and 1997. It is the workplace of more than 1,000)
LIST OF NOKIA PRODUCTS
Some of the major mobile products of Nokia are shown below in the table. Besides these
major products Nokia is also producing many other mobiles series.
Nokia mobile phones by series

4. Nokia C series
C3 · C5 · C6
Nokia E series
E5 · E50 · E51 · E52 · E55 · E60 · E61/E61i · E62 · E63 · E65 · E66 · E70 · E71 · E72 · E75 ·
E90 Communicator
Nokia Nseries
N70 · N71 · N72 · N73 · N75 · N76 · N78 · N79 · N8 · N80 (Internet Edition) · N81 (N81 8GB)
· N82 · N85 · N86 8MP · N90 · N91 (N91 8GB) · N92 · N93 · N93i · N95 · N95 8GB · N96 ·
N97 · Nst-4
Nokia X series
X2 · X3 · X5 · X6
List of Nokia products
SCOPE
Nokia is a world leader in mobile communications, driving the growth and sustainability of
the broader mobility industry. Nokia connects people to each other and the information that
matters to them with easy-to-use and innovative products like mobile phones, devices and
solutions for imaging, games, media and businesses. Nokia provides equipment, solutions
and services for network operators and corporations.
It should be noted that certain statements herein which are not historical facts, including,
without limitation, those regarding: A) the timing of product and solution deliveries; B) our
ability to develop, implement and commercialize new products, solutions and technologies;
C) expectations regarding market growth, developments and structural changes; D)
expectations regarding our mobile device volume growth, market share and prices, E)
expectations and targets for our results of operations; F) the outcome of pending and
threatened litigation; and G) statements preceded by "believe," "expect," "anticipate,"
"foresee," "target," "designed" or similar expressions are forward-looking statements.
Because these statements involve risks and uncertainties, actual results may differ
materially from the results that we currently expect. Factors that could cause these
differences include, but are not limited to: 1) the extent of the growth of the mobile
communications industry and the new market segments in which we have recently invested;
2) price erosion and cost management; 3) timing and success of the introduction and roll-
out of new products and solutions; 4) competitiveness of our product portfolio; 5) our
failure to identify key market trends and to respond timely and successfully to the needs of
our customers; 6) the impact of changes in technology and the success of our product and
solution development; 7) the intensity of competition in the mobility industry and changes
in the competitive landscape; 8) our ability to control the variety of factors affecting our
ability to reach our targets and give accurate forecasts; 9) the availability of new products
and services by network operators and other market participants; 10) general economic
conditions globally and in our most important markets; 11) our success in maintaining
efficient manufacturing and logistics as well as the high quality of our products and
solutions; 12) inventory management risks and ramping up or down production at our
facilities, which result from shifts in market demand; 13) our ability to source quality
components without interruption and at acceptable prices;
PAKISTAN DRIVEN STRATEGY
Nokia is looking to commit business all over the world and in this regard it has got lot of
success and now this is the world leader in the mobile phone industry. Pakistan is one of its

5. target market and it has launched many mobile products in Pakistan.
Nokia N97 to begin selling in Pakistan Today
Earlier, Nokia N97 was officially launched on 12th June at a grand launch ceremony held at
Marriott Karachi. Along with a tilting 3.5″ touch display, QWERTY keyboard and a fully
customizable home screen, the Nokia N97 promises to offer instant access to the full range
of Ovi services. The device was announced at a glamorous press event where two European
models brought the phone at the venue and the Finnish First Secretary, Deputy Head of
Mission H.E Miia Rainne handed over the phone to the GM Nokia Pakistan Imran Khalid
Mahmood.
"Delivering on Nokia‟s vision and thought leadership based on mobile convergence, Nokia
Nseries has aimed to present the best in class mobile computers to its internet savvy
consumers. " said Imran Khalid Mahmood, GM Nokia Pakistan. "Today, we take great pride
in introducing the newest addition to Nokia Nseries – Nokia N97.
MORE ABOUT N97
The Nokia N97 is a S60 5th Edition mobile computer with a large 3,5“, bright nHD (640 x
360 pixels and 16:9 aspect ratio) TFT color display with resistive touch screen and tactile
feedback. The device provides excellent user experience for internet and entertainment by
combining qwerty keyboard with touch UI and Home screen functionality. Use the N97 to
connect to mobile broadband using WLAN or HSDPA (3.5G). Find directions and locations
with the integrated A-GPS and included maps. Additional features include game titles with
N-Gage, a 5 mega pixel camera with dual LED flash and automatic geotagging of images and
videos. Nokia has announced that the N97 touch screen smart phone is available to U.S.
Nokia N97 gallery
SECTION 2
CUSTOMER DRIVEN MARKET STRATEGY
Nokia has successfully operated its functions in order to meet the dynamic changing needs,
demands and requirements of the customers. That is why; today in the mobile sector Nokia
holds a large area of customers all over the world. The Nokia has adopted the following key
strategies to capture a large number of buyers.
Market Segmentation
Market Targeting
Market Positioning
Market Mix 4P‟s
Positioning Strategy (slogan, logo….)
MARKET SEGMENTATION
In order to make effective market segmentation, the Nokia tends to seek the customers on
the basis of following attributes:
What type of product they buy How much they buy How often they buy
There are also certain variables that can affect peoples buying habits, they include:
AgeGender Area they live in Religion Lifestyle Fashion and preferences.
Market segmentation refers to the different areas of the population that companies can aim

6. 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.
MARKET TARGETING
The target market of NOKIA is very wide. Its products are demanded world wide and are
given preference at any other cellular company in the world. They have comparatively low
rates than the other companies and have a very good and interactive performance and
interesting features, so because of these features, people prefer NOKIA than the other
companies.
Especially in Asia, Europe, America and the Middle East, NOKIA has a very big market. It is
manufacturing GSM and AMPS technologies cellular sets which are meeting every kind of
consumer‟s requirements.
In 2002, Nokia's largest markets were US, UK, China, Germany, Italy, France, UAE,
Thailand, Brazil and Poland. Now from the last few years the Nokia has got a vast place in
the mobile industry of Pakistan. The target market of Nokia in Pakistan is almost the classes
because they have produced their mobiles right from high upper class to lower class of the
economy. But if we talk of N97 this is specially for the upper class in the economy. The
fashion adapting class of the country specially the young generation of high class has been
targeted through this product
My revised strategy has a lot of advantages over Nokia's previous strategy, and I have listed
them below: My target market is one that has never been entered before, so Nokia will
instantly gain 100% market share, whereas the current target market is saturated and
competition for market share is very strong. The products that are being released do not
need to be as technically advanced as the ones in the current market, because my market
research showed that the 40+ market do not want phones that are to complicated and hard
to use. If product research and development is not needed as much anymore then Nokia can
afford to decrease its employment numbers and this would save Nokia a lot of money every
year. When entering a new market with no competition a company can charge whatever
prices they want, Nokia's prices can be higher then they currently are and this will increase
income and profitability.
MARKET POSITIONING
Nokia has very successfully got a strong position in capturing the large number of market
through its multi brand strategy throughout the world. The Nokia has not only considered a

7. single class for its products but the whole economy of a country. The main advantage that
goes to Nokia is that it‟s a brand positioning corporation for its market and a brand can be
used by all classes with any hesitation. For example if we talk of Nokia 1200 series this is
used by many people without any social distinguish.
NOKIA BRAND PERSONALITY
Nokia has detailed many personality characteristics for its brand, but employees do not have
to remember every characteristic. They do, however, have to remember the overall
impression of the list of attributes, as you would when thinking about someone you have
met. As the focus is on customer relationships, the Nokia personality is like a trusted friend.
Building friendship and trust is at the heart of the Nokia brand. And the human dimension
created by the brand personality carries over into the positioning strategy for the brand.
NOKIA POSITIONING
When Nokia positions its brand in the crowded mobile phone marketplace, its message
must clearly bring together the technology and human side of its offer in a powerful way.
The specific message that is conveyed to consumers in every advertisement and market
communication (though not necessarily in these words) is” Only Nokia Human Technology
enables you to get more out of life"
In many cases, this is represented by the tag line, "We call this human technology". This
gives consumers a sense of trust and consideration by the company, as though to say that
Nokia understand what they want in life, and how it can help. And it knows that technology
is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a
combination of aspirational, benefit-based, emotional features, and competition-driven
positioning strategies. It owns the "human" dimension of mobile communications, leaving
its competitors wondering what to own (or how to position themselves), having taken the
best position for itself.
NOKIA PRODUCT DESIGN
Nokia is a great brand because it knows that the essence of the brand needs to be reflected
in everything the company does, especially those that impact the consumer. Product design
is clearly critical to the success of the brand, but how does Nokia manage to inject
personality into product design? The answer is that it gives a great deal of thought to how
the user of its phones will experience the brand, and how it can make that experience reflect
its brand character. The large display screen, for example, is the "face" of the phone. Nokia
designers describe it as the "eye into the soul of the product". The shape of phones is curvy
and easy to hold. The faceplates and their different colors can be changed to fit the
personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of
friendliness, expressing the brand personality. Product design focuses on the consumer and
his needs, and is summed up in the slogan, "human technology."
Nokia now accounts for over half of the value of the Finland stock market, and has taken
huge market share from its competitors. According to one brand valuation study carried out
in mid-1999, it ranked 11th on the world's most valuable brand list, making it the highest-
ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achieved
its brilliant feat through consistent branding, backed by first-class logistics and
manufacturing, all of which revolve around what consumers what.
MARKETING MIX 4P‟s
Nokia is very successfully utilizing its 4P‟s it its operations as under;
Price

8. Place
Promotion
Product
PRICEC
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 then 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"
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 store other then dedicated phone dealerships after the introductory period so the
phones can remain limited edition, as this will encourage younger consumers to buy them.
PROMOTION
.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 favorite
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 then the niche markets the old promotional
strategies where restricted to.
MARKETING STRATEGY
As we move into the Mobile World, we remain committed to strong growth, profitability and
responsible market leadership.
STRATEGIC DIRECTION
The mobile phone is fast becoming the centerpiece of personal communication, allowing us
access to an ever-widening range of services. Today, we are moving from voice services to
services driven by data and multimedia.

9. BUSINESS ENVIRONMENT
Nokia competes in the global telecommunications industry in general and in the mobile
industry in particular, each of which has exhibited rapid growth, change and convergence in
recent years.
SLOGAN
Thus, the „Nokia Connecting People‟ slogan was born with the Nokia logo. The slogan of
Nokia logo provides the brand with an exceptionally strong elevated altitude in the
communication industry. The slogan explains the company goal to connect people without
any barricade and with total comfort.
LOGO
Nokia logo, like the company, is tantamount to contemporary mobile technology, high tech
gadgets and fashionable ways to communicate and explore. Nokia Co. has offered every
endeavor to decode the mission intended by the company through its brilliant logo design.
2
SECTION 3
CONCLUSION
Nokia Group the Finland-based manufacturer of mobile phones has been steadily working
on its corporate brand name and the management of consumer perceptions over the last few
years. Its efforts have paid off, because it is now the number one brand in many markets
around the world, effectively dislodging Motorola from that position. The brand has been
built using the principles described above, and has been consistently well managed across
all markets. Nokia has succeeded in lending personality to its products, without even giving
those names. In other words, it has not created any sub-brands but has concentrated on the
corporate brand, giving individual products a generic brand personality. Only numeric
descriptors are used for the products, which do not even appear on the product they. Such is
the strength of the corporate brand.Nokia has succeeded where other big brand names have
so far failed, chiefly by putting across the human face technology-taking and dominating the
emotional high ground. It has done so in the following way.
MARKET SHARE
Nokia market share 51.53% (April 2010)

10. Nokia market share 51.53% (April 2010)
Devices
Market Share
Nokia 5130 XpressMusic
4.56%
Nokia N70
3.44%
Nokia 3110 classic
2.63%
Total market share
10.63% (10.63%)
Nokia 2700
2.45%
Nokia N73
2.37%
Nokia E63
2.22%
Nokia 6300
2.21%
Nokia 6120 classic
1.52%
Total market share
21.4% (11.4%)
Nokia E71
1.51%
Nokia N95
1.49%
Nokia 5800 XpressMusic
1.36%
Nokia 7210 Supernova
1.23%
Nokia 6600
1.19%
Nokia 7610
1.07%
Nokia 5310 XpressMusic
0.95%
Total market share
30.2% (10.2%)
Nokia N72
0.8%
Nokia 5300
0.73%
Nokia 6630
0.7%
Nokia 6233
0.69%

11. Nokia 3120 classic
0.64%
Nokia 3500 classic
0.64%
Nokia 6303 classic
0.6%
Nokia 2600 classic
0.58%
Nokia 5200
0.57%
Nokia 2730 Classic
0.55%
Nokia N81
0.53%
Nokia 3230
0.5%
Nokia E51
0.49%
Nokia 2330 classic
0.49%
Nokia 2630
0.43%
Nokia 6680
0.42%
Nokia 6500 slide
0.37%
Nokia N82
0.37%
Total market share
40.3% (10.3%)
Nokia 6670
0.1%
Nokia 6131
0.1%
Nokia 5730 XpressMusic
0.1%
Nokia 6270
0.1%
Nokia N80
0.09%
Nokia 6110 Navigator
0.09%
Nokia E50
0.08%
Nokia X3
0.08%
Nokia 7100 Supernova
0.07%
Nokia N91

12. 0.07%
Nokia N-Gage QD
0.07%
Total market share
51.44% (1.44%)
COMPETITORS
With all this technology available in the communications market it is obvious that Nokia
willhave lots of competition, they include:
Sony Ericsson Samsung Motorola Siemens Panasonic NEG and Toplux With all of these
competitors in the market Nokia must keep ahead of the game by running successful
marketing strategies, to do this Nokia must focus on the principles of marketing. At the
moment Nokia are the world's best selling phone company (see table below which shows
market share). Nokia strengthened its lead as the No. 1 vendor in the market during 2000
with shipments growing 66 percent over 1999. Some of the company's success was
attributed to a strong second half in 2000 when 59 percent of sales occurred.
RECOMMENDATION
Though the NOKIA is the world‟s largest cellular phone company and has the very efficient
features and facilities but there are some suggestions by me after analyzing and researching
about this company.
It should decrease its prices of the sets so that the sets may become in reach of every user
and the market may increase and become the cause of increasing profit rate.
Its spare parts should be available in its every market.
There should be replace warranty in case of defection.
Memory capacity should be increased to save the different entertaining materials in the sets
.
REFERENCES.
www.nokia.com
www.nokiausa.com
www.nokia-asia.com
www.mobile-phones-pakistan.com
www.mobile-phone.pk/nokia-mobiles