2. AGENDA
AGENDA
Overview of Nokia
Competitors of Nokia
Future Direction of the
company
Hypothesis
Market Research
Analysis
SWOT Analysis
Recommendation
3. AGENDA
Overview of
NOKIA
•Timeline
Overview of
• Positioning and NOKIA
Repositioning
.
• Advertising
Strategy and
Competition
•Distribution
Channel
4. AGENDA
Competitors of
Nokia
A brief review of
Nokia’s Competitors
Competitors
of Nokia
5. AGENDA
Future Direction
•
Contains where
the company
wants to go and Future Direction
what are the
steps taken.
6. AGENDA
Hypothesis
Contains few of
the assumptions
we intend to Hypothesis
prove through our
market research.
7. AGENDA
Market Research
Analysis
This contians the
survey as well as
Market Research
our findings
Analysis
through the survey.
10. TIMELINE
Three companies,
Nokia Ab, Finnish Nokia made its
Cable Works& first digital Nokia First 3G phone.
Finnish Rubber telephone launched it Nokia launches
Idestam named Works, which had
his company switch, the first mobile its first 3G
been jointly owned Nokia DX200. phone the phone, the
Nokia Ab. since 1922, officially Mobira Nokia 6650
merged in 1967. Cityman
1871 1902 1967 1981 1982 1984 1987 1992 2002 2011
1.
Nokia Ab The launch of Nordiac Nokia Nokia launched Nokia announced
added Mobile Telephony introduced its its first digital a partnership with
electricity (NMT) service. The first portable handheld GSM Microsoft.
generation to service was the world’s phone, the phone, the
its business first international Mobira Talkman Nokia 1011.
activities in cellular network. It was portable phone.
1902 also the first company
to introduce
International Roaming.
The Evolution of NOKIA through the
years.
11. Future
Positioning and Repositioning Repositioning
•Replacing Symbian
OS with Windows 7.
Positioning •A £80 million global
campaign of over 6
•“Only Nokia Human months
Technology enables you to get
more out of life."
•Nokia understand what
people want in life, and how it Repositioning
can help.
•Nokia lends personality to its Affordable mobile
products, without even giving phones with Web and
them specific names. Other applications.
12. Advertising Strategy
Target entry level phone users – ‘Made for
India’
Target rural India – ‘Aap ki jeeven ki dore’
Target young generation – ‘Do the Music’
Target business class – ‘Its not just a phone,
its who you are’
Competitors
Low – End Mobiles High – End Mobiles
•Micromax •Blackberry
•Samsung •Sony Ericsson
•Maxx •HTC
•Apple i-Phone
13. Future Directions of Nokia
Partnership With
Microsoft
Development
of MAEMO
Software
14. Distribution Channel
of Nokia in India
Franchisees
Rural Market
Distribution Univercell
The mobile
Hotspot store
Other
Distributions
in India
15. HYPOTHESES
1. Nokia is losing its market
share due to its Operating H
system.
2. Nokia’s phones are more
durable compared to its
competitors.
3. Nokia’s phones have a
longer battery backup
compared to its competitors.
16. MARKET RESEARCH
Which Mobile Phone brand did you use
Which brand of Mobile previously?
Phone do you use?
2% 5% 1% Spice
3% 1% Spice 7%
4% 2% 8%
Sony-Ericsson 11%
11%
20%
Samsung Sony-
1%
Nokia 12% Ericsson
Micromax
50% LG
Samsung
HTC
62%
Blackberry
Nokia
Apple
Which brand of phone would you prefer
to buy in the future?
Nokia Apple i-Phone Blackberry HTC Micromax Samsung Sony-Ericsson
7%
1% 14% 34%
3%
27% 14%
17. • Nokia is
losing its
1st market
Hypothesis: share due to
its Operating
system.
18. 1st Hypothesis
Are you aware of the operating system in your Mobile
Phone?
NO
13%
YES
87%
19. 1st Hypothesis
We infer that operating system in a most critical
parameter for 17% of the total respondents and it
an important but not a critical parameter for 72%
of the total respondents.
11%
17%
Most critical parameter
Important, but not critical
Indifferent - Not Important
72%
20. 1st Hypothesis
Rank Correlation has shown:
People are aware of the Operating System.
Operating System is an important parameter
in mobile phones.
ANDROID is being ranked high by most
people.
Cellular Phone Survey_Phase 3.xlsx
21. 1st Hypothesis
Symbian OS Android RIM Bada OS Windows
Nokia 71 7 2 1 8
Blackberry 3 8 56 7 6
Sony Ericsson 5 37 6 18 13
HTC 8 28 3 7 37
Samsung 3 34 3 36 8
We observe that all the people who are aware about the operating system are not
exactly aware about which operating system is being used by different brands of
mobile phones.
22. Proof of the first Hypothesis.
These inferences when taken all together proves
that operating system is a reason for Nokia losing
its market share, since people are concerned
about the operating system
23. • Nokia’s
phones are
nd more
2
durable
Hypothesis:
compared
to its
competitors
.
24. 2nd Hypothesis
Listed below are some features that are considered
while purchasing a mobile phone.. the parameters
are rated in the order of their importance
0.9
0.8
0.7 0.77 0.78 0.73
0.72 0.69
0.6 0.66 0.67
0.63
0.5
0.53
0.4
0.3
0.2
0.1
0
We see that the weighted average of the respondents who consider
durability as a parameter while purchasing a mobile phone is high.
25. 2nd Hypothesis: ANOVA TEST
29
N Mean Std. Deviation Std. Error Mean SS
VAR00001 105 3.8019 1.57613 .15309
4
df
VAR00002 105 3.2830 1.33634 .12980
7.25
MS
VAR00003 105 3.3491 1.33125 .12930
3.57
F
VAR00004 105 3.5755 1.39351 .13535
0.006934
P
VAR00005 105 3.8679 1.47406 .14317
92% Accepted
Confidence
One-Sample Test
Test Value = 0
92% Confidence Interval of the
Difference
Mean
t df Sig. (2-tailed) Difference Lower Upper
VAR00001 24.835 105 .000 3.80189 3.5313 4.0725
VAR00002 25.294 105 .000 3.28302 3.0536 3.5125
VAR00003 25.901 105 .000 3.34906 3.1205 3.5776
VAR00004 26.417 105 .000 3.57547 3.3362 3.8147
VAR00005 27.016 105 .000 3.86792 3.6148 4.1210
26. 2nd Hypothesis:Rating the brands according to
their performance on the parameter - Durability
0.8
0.7 0.71
0.70 0.65
0.6 0.62
0.5 0.58
0.55 0.50
0.4
0.3
0.2
0.1
0
We infer that Nokia has been rated high on the parameter of durability
as compared to other competing brands of mobile phones.
27. Proof of the Second Hypothesis.
So, taking into account the above inferences we
can clearly infer that Nokia phones are
considered more durable as compared to its
competitor.
28. • Nokia’s
phones have a
longer battery
3rd backup
Hypothesis: compared to
its competitors.
29. 3rd Hypothesis
"I am satisfied with the battery back-up my phone
gives" Strongly Agree Agree
17
15
15 5
1 0 0 4
3 4 1 0 01 0 0
30. 3rd Hypothesis
Rate the brands according to their performance on the
parameter - Battery back-up
0.9
0.8
0.78
0.7
0.70 0.67
0.6 0.63 0.62 0.61
0.5 0.55
0.4
0.3
0.2
0.1
0
Nokia Blackberry Samsung Sony Motorola LG Micromax
Ericsson
31. Proof of the Third Hypothesis.
So the third hypothesis which says that Nokia has
longer battery backup is being proved by our
survey.
32. Strength Weakness
Brand Name Non trendy operating system
Strong finances Slow to adopt new ways of
thinking
High range of products
Opportunity Threat
High growth of telecom industry Samsung
CDMA market Growth of telecom industry-
More competitors
Collaboration with carriers
Inexpensive Asian brands
33. Recommendation
Should get the Need to develop
Need to
support of adequate
preserve high
application Operating
end customer
developers system
Give attention to Focus on core
current competency –
customer using Battery back-up
Symbian & Durability
