NOKIA 6630A PRODUCT DEVELOPMENT AND LAUNCH CASE STUDY

Presented by:

Anuj Kumar Bajpai (PG-08)

Deepak Kumar (PG-14)

Deepak Kumar Choudhary (PG-15)

Karan Goel (PG-20)

Presented to:Prof. Kamal Gupta

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

Tagline conveys

“This Idea of ‘Connecting People’

by Nokia provides Service to people with the help of the Products”

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.

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

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

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

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

COMPETITIVE POSITION OF NOKIA IN MARKET

• Market share- 36% Market share in Mobile phone• Product Portfolio• New Product Development• Technology• Innovation

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.

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

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

Is Nokia’s positioning clear ?

Target Market • New Generation• Premium Seekers

How relevant or appropriate is their NPD strategy? Give details

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

THE MARKETING STRATEGIES• Product strategy

• Market penetration policy for existing product• New product development strategy for maintain growth and protect

market share

Pricing strategies that Nokia follow

1. Market skimming

Nokia 6630

2. Penetration Pricing

3. Value Pricing

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.

ConclusionNokia 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.

Thank You!