Nokia Service Mktg Resent at Ion

8/8/2019 Nokia Service Mktg Resent at Ion

1/31

Guru nanak institute of

management studies

Service marketingNavneet kaur

Topic:

Nokia mobile industry

Name: swati ashish rai M-12

Rajpal singh bagga M-


2/31

History of mobilesy The first mobile telephone call made from a car occurred in St.

Louis, Missouri, USA on June 17, 1946,

y In 1960, the worlds first partly automatic car phone system, MobileSystem A (MTA), was launched in Sweden.

y In Europe, radio telephony was first used on the first-class passenger

trains between Berlin and Hamburg in 1926. At the same time, radiotelephony was introduced on passenger airplanes for air trafficsecurity. Later radio telephony was introduced on a large scale inGerman tanks during the Second World War.


3/31

GENERATIONy The first commercially automated cellular network (the 1G generation) was

launched in Japan by NTT in 1979, initially in the metropolitan area ofTokyo.T he first 1G network launched in the USA was Chicago-based

Ameritec in 1983 using the Motorola DynaTAC mobile phone. Severalcountries then followed in the early 1980s including the UK, Mexico

y The first "modern" network technology on digital 2G (second generation)cellular technology was launched by Radiolinja (now part ofElisa Group) in1991 in Finland on the GSM standard.

y In 2001, the first commercial launch of3G (Third Generation) was again inJapan by NTT DoCoMo on theWCDMAstandard. One of the newest 3Gtechnologies to be implemented is High-Speed Downlink PacketAccess(HSDPA).


4/31


5/31

Introductiony Nokia Corporation is a Finnish multinational communications

corporation that is headquartered in Keilaniemi, Espoo a cityneighbouring Finland's capital Helsinki.

y

Nokia is engaged in the manufacturing of mobile devices and inconverging Internet and communications industries.

y sales in more than 150 countries

y It is the world's largest manufacturer ofmobile telephones

yNokia produces mobile devices for every major market segment andprotocol, including GSM, CDMA, andW-CDMA(UMT).

y Nokia's subsidiaryNokia Siemens Networks producestelecommunications network equipment, solutions and services.


6/31

Historyy Nokia's history starts in 1865 when mining engineer Fredrik

Idestam established a groundwood pulp mill on the banks of theTammerkoski rapids in the town ofTampere, in southwesternFinland, and started manufacturing paper

y In 1898, Eduard Poln founded Finnish Rubber Works,manufacturer ofgaloshes and other rubber products, which laterbecame Nokia's rubber business

y 1960-Expanded into Rubber and Cable Industries.

y In 1975-Nokia expanded into any areas of Business-Computers,

Consumer Electronics.y In 1979-Devloped and Manufactured Mobile Phones.

y Today-Number One Mobile Phone Producer.

y Nokia entered the Indian Market in 1994.


7/31

CONTDy 1960-Expanded into Rubber and Cable Industries.

y In 1975-Nokia expanded into any areas of Business-Computers,Consumer Electronics.

y In 1979-Devloped and Manufactured Mobile Phones.y Today-Number One Mobile Phone Producer.

y Nokia entered the Indian Market in 1994.


8/31


9/31

CURRENT MODELS


10/31

NOKIA IN INDIAy First ever GSM call in India was made on Nokia 2110.

y Nokia developed models suited for the Indian Conditions-

1100,1108,etc

y Nokia's first Made for India model, the 1100, was the largestselling model in the Indian GSM handset market.

y .

y The Growing of India led to setting up a Factory atSriperumbudur,in Tamil Nadu,the tenth Nokia facilityGlobally,and Nokias second largest production site in Asia ,afterthe China Plant.


11/31


12/31


13/31

SWOT ANALYSISStrength:High market share-70%

long established identity

Manufacturing plant

High penetration

Innovative technology

Weakness:Lack of centralised mktg

strategy

Too many brand names

Corporate culture is highly

technical an operational.


14/31

Oppurtunities:

Potentiality of brand

Out of country

Growing replacement

Threats:

Changing technology

Increased competition


15/31


16/31

7 psProduct:

The thinking was: a good product will sell itself. However there are nobad products anymore.

Functionality:1. Quality

2. Appearance

3. Packaging4. Brand

5. Service support

6. Warranty&guarantee


17/31

priceHow much are the intended customers willing to pay?

Here we decide on a pricing strategy - do not let it just happen!Even if you decide not to ask (enough) money for a product or

service, you must realize that this is a conscious decision andforms part of the pricing strategy

1. Discount

2. Financing3. Leasing option

4. allowance

.


18/31

placeAvailable at the right place, at the right time, in the right

quantities? Some of the recent major changes in business havecome about by changing Place. Think of the Internet and

mobile telephones

1. Logistics

2. Channel members

3. Channel innovation

4. Market coverage5. Service level

6. Internet

7. accessibiltiy


19/31

promotion

How are the chosen target groups informed or educated aboutthe organization and its products? This includes all the

weapons in the marketing armory - advertising, selling,

sales promotions, Public Relations, etc.

1. Advertising:2. Front Line Service3. Public Relations4. Message5. Direct Sales6. Sales7. Media8. Budget


20/31

people

y All people directly or indirectly involved in the consumption of a

service are an important part of the extended marketing mix.Knowledge Workers, Employees, Management and otherConsumers often add significant value to the total product orservice offering.


21/31

Physical evidencey Physical Evidence The direct sensory

experience of a product or servicethat allows a customer to measurewhether he has received value.Examples might include the way a

customer is treated by a staffmember, or the length of time acustomer has to wait, or a coverletter from an insurance company,or the environment in which aproduct or service is delivered.

y

Physical Evidence :y Physical Evidence Physical evidence

is the material part of a service.Strictly speaking there are nophysical attributes to a service, so aconsumer tends to rely on material

cues.y


22/31

processy Procedure, mechanisms and flow of activities by which services are

consumed (customer management processes) are an essential elementof the marketing strategy Nokia has rapidly moved from functionally

oriented organization to a business process oriented mode, and ourinformation systems have not followed the change as fast as theyshould.

y To fill the gap, IM organization must learn and implement workingmethods which enable the creation of business process orientedinformation systems. To satisfy these business needs, Nokia hasintroduced a new development approach for information systemsdevelopment. These processes have been created and tested during theSPI.


23/31

Service failureNokia announces product advisory for BL-5C battery August 14, 2007

Espoo, Finland - Nokia today issued a product advisory for the Nokia-branded BL-5C battery manufactured by Matsushita Battery Industrial Co., Ltd. of Japanbetween December 2005 and November 2006. This product advisory does notapply to any other Nokia-branded battery.

Nokia issued a product advisory for the Nokia branded BL-5C batterymanufactured by Matsushita Battery Industrial Co., Ltd. of Japan betweenDecember 2005 and November 2006.

Nokia has identified that in very rare cases the Nokia branded BL-5C batteriessubject to the product advisory could potentially experience overheatinginitiated by a short circuit while charging, causing the battery to dislodge.

Nokia is working closely with Matsushita and will be cooperating with relevantauthorities to investigate this situation. According to Nokia's knowledge thisissue does not affect any other use of the No


24/31

Nokia BL-5C battery problemy

Nokia has several suppliers for BL-5C batteries whohave collectively produced more than 300 million BL-

5C batteries.y This advisory applies only to the 46 million batteriesmanufactured by Matsushita between December 2005and November 2006, from which there have beenapproximately 100 incidents of overheating reportedglobally.

y No serious injuries or property damage have beenreported. Consumers with a Nokia BL-5C batterysubject to this advisory should note that all of theapproximately 100 incidents have occurred whilecharging the battery.


25/31

Nokia BL-5C battery problem


26/31

Nokia mobile phone models with

possible battery problemy

The Nokia BL-5C batteries which are subject to the productadvisory were used with the following Nokia models orseparately as accessories: Nokia 1100, Nokia 1100c, Nokia 1101,

Nokia 1108, Nokia 1110, Nokia 1112, Nokia 1255, Nokia 1315, Nokia1600, Nokia 2112, Nokia 2118, Nokia 2255, Nokia 2272, Nokia2275, Nokia 2300, Nokia 2300c, Nokia 2310, Nokia 2355, Nokia2600, Nokia 2610, Nokia 2610b, Nokia 2626, Nokia 3100, Nokia3105, Nokia 3120, Nokia 3125, Nokia 6030, Nokia 6085, Nokia6086, Nokia 6108, Nokia 6175i, Nokia 6178i, Nokia 6230, Nokia6230i, Nokia 6270, Nokia 6600, Nokia 6620, Nokia 6630, Nokia

6631, Nokia 6670, Nokia 6680, Nokia 6681, Nokia 6682, Nokia6820, Nokia 6822, Nokia 7610, Nokia N70, Nokia N71, NokiaN72, Nokia N91, Nokia E50, Nokia E60.


27/31

CONTDyWhile Nokia's stock price took a tumble right after

the recall was announced, the battery situation isnot expected to have any significant, long-term

effect on the company. It is important to note thatthe overheating batteries haven't hurt anybody,Strategy Analytics wireless analyst Chris Ambrosiotold TechNewsWorld.

y "Since no one suffered 2nd-degree burns from anexploding battery, Nokia should be able to skirtthis issue with minimal impact to its brand orshare price," he noted.


28/31

Service recovery

y Nokia took all possible action to ensure customersafety and satisfaction.

y Launched customer service program to helpconsumer and retailers recognize non originalbatteries.

y Replaced the batteries that were manufacturedduring that period with original one &too thatfree of cost


29/31

Customer requirementy Over 65% of global mobile phone users are concerned

about the security of their device, but less than 2%have some sort of protection installed

y

Closedy Covering

y One-stop-shopping throughstrong ecosystem of best-of-breed partners

y Customer care problem.

y Mobile tracker.


30/31

CONTDExpend mobile voice

Drive consumer multimedia.

Bring extend mobility to enterprises

Find a new market segment

Innovation ( Avoiding health dangers)

Threats and Solutions

Campaigning

Collaboration with more universities

The outlets should be opened in the small towns also


31/31

Thank you !

Date post:	10-Apr-2018
Category:	Documents
Upload:	rajpal2
View:	223 times
Download:	0 times

Nokia Service Mktg Resent at Ion

Documents