2. AGENDA
Brief about the company.
Strategies used by Nokia.
Hypothesis of the brand.
Rationale behind hypothesis.
Result from research.
Integration of findings.
3. BRIEF ABOUT THE COMPANY
The company's name came from the Nokia town and the Nokianvirta
river. Nokia Company's history started in 1865.
Nokia kept growing through the 19th century and in the 1960s the
company branched out into electronics.
Nokia took its first steps into telephony by creating Mobira Oy in a JV
with Finnish TV maker Salora, and they created the Nordic Mobile
Telephone (NMT) service.
Microsoft is acquiring Nokia’s smart Devices business unit, including the
Lumia brand and products.
4. STRATEGIES USED BY NOKIA
Nokia use two types of branding strategies.
Promotion Strategy: Integrated marketing communication .
Nokia e-Business Strategy: Nokia is exploiting the collective power of
the internet and IT to vitally convert its strategic business strategies and
business processes.
Segmentation Strategy: Helps the marketer to distinguish what marketing
mix will be more appealing for a particular group of consumers.
5. HYPOTHESIS OF THE BRAND
Nokia has very innovative technology.
Target audience: Middle age group.
Brand goodwill is huge and constant.
It is the most accessible phone.
It is the resurrecting brand (emerging).
6. RATIONALE BEHIIND HYPOTHESIS
In terms of innovativeness many people think that Samsung is the giant
but there are others who still believe that Nokia will emerge again in the
global market with new innovated technologies.
Target audience: Popularity of the handset among masses between 20-40.
It is the most convenient phone in terms of durability and cost.
7. RESULT FROM RESEARCH
A brand which is emerging again in the global market with new innovated technologies.
9. Customer is aware of new product launches in India.
10. Nokia will retain the customer satisfaction as before.
11. Brand the customer think is known for its goodwill.
12. INTEGRATION OF FINDINGS
Nokia is mostly used by middle aged group. About 86.96%
surveyed form part of this age group.
About 60% of the customers think that Nokia will come up with
new technology.
Nokia is still the best as far as goodwill is considered. About half of
the people surveyed i.e.,55.56% thinks the same.
Nokia is indeed gaining people’s trust.
