4. • Demographic variables: gender(both M/F), income,
age, and social class
• Psychographic variables: personality characteristic,
motives and lifestyles
• Behavioral variables: Occasional, User status,
Loyalty
• Geographical variables: Region(Mostly eastern
Europe and Asia).
8. • Product
Variety: Nokia manufactures mobile phones in a wide range of features and
price range.
Quality: Nokia mobiles are of utmost quality.
Design: They are trendy, and kept up with the design.
Durability: This is one of the distinctive feature of Nokia phones.
Features: The high end phones are equipped with features like heart rate
sensor, and low end phones with torch.
9. • Price
A wide price range of phones
Ranges from Rs. 800- Rs. 50,000
Low end phone- Market penetration
High end phone- Market skimming.
10. • Places
Nokia stored spread all over the world
Largest network of over 1,30,000 stores
New concept of Nokia Music store
Sales through Multi-branded mobile stores(in India)
11. • Promotion
TV campaigns and advertisements
Brand ambassadors like Shah-Rukh Khan and Priyanka Chopra
Fests like NOKIA India Fest 2011- PAN India College Fest
Save the Environment campaign
Sponsors of KKR in IPL
12.
13. Strengths
• A lot of Experience
• Brand Image
• Expertise of Microsoft
• Largest selling and
distribution market
• Wide range of products for
all class
14. Weaknesses
• Less featured and stylish
phone at low priced
• High end series were made
irrelevant by ios and
android(2007-2012)
15. Opportunities
• New growth market
• Focus on innovation and
technology
• Launch 4G mobile sets
where market demands
16. Threats
• Easily duplicable product at low
cost(eg China mobiles)
• Poor and costly features(damage
trust)
• Growing loyalty for competitive OS
21. Decline of NOKIA….
Nokia market share crashed to
32.9%(according to IDC)
Nokia launched dual sim phones
(too late)
22. Decline of NOKIA….
• Nokia announces Microsoft partnership
• Meanwhile Micromax, Karbonn, Lava, Spice were
producing cheaper phones
• iPhone industry was on revolution
• Nokia was still struggling to align with Microsoft
23. Decline of NOKIA….
Samsung cheapest Galaxy at Rs.7,830 strengthen
position in low end smartphone space
Nokia launched its 1st QWERTY dual sim device
By September, Nokia’s market share was 5-7%(too late)
Microsoft bought NOKIA for $7.2billion