4. Took too much time to move over to SMART
Operating System
Didn’t belong to any eco-system.
Always remained “follower” in SMART phones
Late entry in touch screen
Lack of good models with big screen
Poor Aesthetics – Bulky, Bricklike,
unattractive
Deteriorated in Customer Service
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6. Flashback of Nokia - Past - 1998-2007
Strong Brand Image
The Largest mobile phone manufacturer in 1998
Globally largest network of selling and
distribution
Exceptional consumer relationship
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7. Background Info - Present - 2007-2013
Perception of traditional mobile phone
Negative brand image
Can’t keep up to date with technology and
consumer needs
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8. Nokia’s Global Smartphone share
from 2007 to 2012 Nokia drops in Global Brand Ranking
Weakened Brand
-
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9. Emergence of Competitive Rivalries
In 2002 – Blackberry
In 2007 – Apple
In 2012 - Samsung
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10. “Connecting People by offering great and
affordable mobile products that enable billions of
people worldwide to enjoy more of what life has
to offer.”
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12. We will start with some facts and market
analysis
Most competitors have positioned themselves as
being differentiated , innovative and using
advanced technologies in order to increase
customer satisfaction
NOKIA does not need to chase after the same
target market as competitors
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13. The number of smartphone users divided by
Women 47% and men 53%
The highest smartphone penetration comes from
people aged 25 to 44 which is 58%
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16. Biggest Competitors(Apple and Samsung)
have already captured most of male
customers
Nokia Shouldn’t compete with Apple and
Samsung
Women’s market is huge but left unsatisfied
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17. Busy multi-tasking Women
Tech Savvy Young audience
Followers
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18. Busy Multi-tasking Women
Do not need advances technology devices
Cares about product benefits and not the
functionalities
Seeking balance between work & Life
Want to look good, feel good and express
personal style
Multi-taskers, playing multiple roles.
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20. Want a product that assist their everyday life
Effective Time Management
Need work/life balance
Seek for value and satisfaction from products or
services they buy
Look for practical products that are convenient
to us
Need more time to take care of their own
personal lives
Seek apparels or accessories that make them
feel good
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21. Solid performance and durable products
Sustainable technology
Dual Power source – Solar and battery
Ability to think outside the box (Any OS
compatibility)
Have strong partnerships(Bose speakers, Dr. B
headphones….)
Within 1 to 5 KMs – smartphone should work as
walkie-talkie type (needs change in regulations)
Global distribution channels
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22. - Innovative, cutting-edge
technology, world class design, premium
high end products
- Life style, simplicity, creative,
friendly products
- Slick product design for
corporate executive users only
- Innovative, stylish, reliable and
trust worthy products
- Interactive design, personal
experience, work and play smart phone
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26. 7 Start New Smartphone
Foldable,
Unbreakable,
Any OS Compatible,
Dual Power (Solar and
Battery),
Bose Speakers,
Dr. B’s Headsets,
Walkie-Talkie within 5 Km
range
7 Star
New
Smartphone
Jindagi Ke Har Pal Apna Saathi
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29. What Nokia Can do
Needs to evolve as a product benefit rather than
just product features
Target Young and Tech Savvy audience
Better user experience,
Compatible to any OS (Android, Linux, Windows….)
like feather touch,
Better aesthetics
Establish Emotional connect
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