History Of Nokia

The company was founded in 1865 by Frederick Idestam. The company began a paper mill in Tammerkoski in southern Finland. Frederick Idestam then built another mill by the Nokiavirta River where he gave the name Nokia to the mill in 1871. Originally, the Nokianvirta River was named after a dark furry animal, locally known as the Nokia a type of marten. Following a major industrial force, the company merges with a cable company (founded by Eduard Polon) and a rubber firm (founded by Arvid Wickstrom) which sets Nokia on the new path of electronics. Nokias first electronic device was a pulse analyzer designed for us nuclear power plants in 1962. Their interest in telecommunication systems began in 1963 when they started developing radio telephones for the army and the emergency services, prior to the manufacturing of televisions, radio phones, data transfer equipment, radio link, analyzers and digital telephone exchange. Nokia will change its production. In 1979 Mobira Oy was the first phone maker. They begin life as a joint venture between Nokia and leading Finnish television Salora. The Mobile phone revolution started in 1981 with the launch of the first Nordic Mobile Telephone (NMT) service. The phone industry began to expand rapidly and Nokia introduces its first car phones followed by the portable.

Overview of Nokia The company was founded in 1865 in Finland and was named Nokia in 1871 (Nokia, story). President and CEO of Nokia Corporation at the moment is Stephen Elop. He joined Nokia in 2010, after working two years for Microsoft as President of Business Division and member of the senior membership team of Microsoft Corporation (Nokia, leadership team). Nokia serves worldwide demand for its products, which are feature phones and Smartphones. The company offers also services such as maps, navigation and music. Nokia has about 139 000 employees around the world. (Nokia, people and culture)

Marketing mix In order to understand which strategy Nokia has used to achieve its objectives of regaining lost ground in the smartphone market, I will look at the marketing mix of the company. As marketing strategy shapes the marketing mix for the products, the marketing mix will point to the strategic choice of the company. The marketing mix is a synonym for 4ps, which is constructed of the four most important components of every products strategy - Product, Price, Promotion and Place. These components hold the opportunities for the company to differentiate.

Product Nokias products vary a lot because the company has a number of series of Smartphone such as Nokia Lumia, Nokia Asha, as well as feature phone series. Product design also varies, the company has touch screen products, classic button phones, as well as slide sets. Nokias products have some great features that vary from product to product. Nokia is known for great quality of its devices, and often offers technologically advanced cameras and great maps for its smartphones

Price The prices of the smartphone series vary between 2000DKK and 6500DKK. There is high price variability of the products, so that the prices meet every social class needs. Promotion Nokia makes use of advertising on television, newspapers, radio and billboards. There is no information on any current or near past promotional campaigns. Place Nokia is getting its products to the market trough distributors. It mainly sells its Smart phones and feature phones trough Mobile operators and retailers, which is common for the industry. The company does not own shops in most of Europe, exception make UK According to the marketing mix analysis for Nokia, the company mainly focuses on product component of the marketing mix. Nokia offers great variety of product at a different price levels. Given the variability in products and series, at this point it is hard to understand the strategic choices of the company. It is even impossible to assess the decisions regarding the new series Nokia Lumia, which are of interest for my analysis.

4. Competition Overview of Nokias competitors I will start competition analysis by presenting some of Nokia Lumia existing rivals. I find most important to talk about Apples Iphone and Samsung, which is part of Googles Android ecosystem. I find these two companies the most important, because Samsung and Apple are the market leaders in Europe. I will focus on the market leaders, because Nokia according to the mission and vision statement analysis wants to regain its leadership position. If Nokia wants to achieve the leadership position it has to deal with this two companies. Even Mr Elop was frustrated by their success according to an interview for BBC (Nokia at crisis 2011).

Apple Inc Apple Inc entered the European smartphone market for first time in November 2007 with its Iphone. The smartphone has been great success and by now there is 6 generations of the product. Currently the Iphone has 25.3 % market share in Europe (Yarol, 2013). Apple has a very diversified customer base such that some of the Iphone users are children, students, average adults, and businessmen and women.

SWOT analysis According to Kotler and Keller (2009 p.101) SWOT analysis is a way to monitor companys internal and external environment, it is the overall evaluation of the strengths, weaknesses, opportunities and threats. If a company takes under consideration its strengths, and builds its strategy exposing and utilising them this will create a competitive advantage. Weaknesses and threats are those factors that can affect the company in negative way. Nokia should be aware of these, so that the strategy it develops can offset its weaknesses and protect from the threats.

Strengths One of Nokias main strengths is in its brand. Before the mobile phone market was sidelined due to changing market trends, Nokia has been one of the most respected and well-known companies in the mobile phone market. Their products are associated with distinct design, accountability and sturdiness. The company has headed the sales in mobile phone market since 1998 until the last couple of years (Samsung overtakes Nokia, 2012). Nokia has developed brand awareness and the company brand has been associated with the best products in the industry. Although Nokia is having hard times catchinges for the company to expand and grow in the market.

Weaknesses Nokia is having difficulties catching up with the changing customer trends; it is lagging with introducing innovative products. The main evidence for this is the inability of the company to meet market trends after the Iphone release, and the failure of its Symbian platform. Nokia plays the role of phone manufacturer so Internet, software and services are not its strengths. However this weakness is now offset by the Partnership with Microsoft.
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Opportunities The main opportunity for Nokia is in its partnership with Microsoft. Nokia is one of the first companies to provide Windows phone, it could use this as competitive advantage, and develop new and innovative products. Samsung and HTC have also released Windows Phone 8 models after the first Lumia Smartphones were introduced in Europe. However Samsung has only one windows phone and Nokia by now has released eight. This means that Nokia is more experienced into developing joint products with Microsoft. The company can expand its Lumia series offering devices from different price range and features to serve multiple customer demands. Threats Nokia is facing a huge competition in the Smartphone market from Samsung, HTC and Motorola. In the high end costly mobile segment the company is facing Apples Iphone and RIMs Blackberry. Nokia has played the role of a market follower and has lost time in the Smartphone market with developing and repairing its strategy. Nokia has switched from Symbian software to Windows phone, which confused customers and made it hard for the company to deliver its message and build awareness in the market.

It will be very hard for the company to come back to the top again as Smartphone switch from the customers perspective is hard. The handset is more than just a phone, it becomes part of peoples lives keeping their important and personal information, it adjusts to their personal preferences. Due to the different software it is hard for the users to transfer their information from one software as Android to other as Apples IOS. This switch may cost users to loose important information. Given all this customers need a very good reason to change their operating system. In order for Nokia to gain back its lost market share, the company has to come up with very good technology, and convince the customers that their products are the best choice in the market.

Product Life Cycle For my analysis it will be useful to understand how Nokia has introduced its Lumia Smartphones. The introduction stage of a product is one of the most important,
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because in this stage a company positions its products in the market. In order examine the strategic choice of the company I need to understand the strategic possibilities in the introduction stage of a product. According to Kotler and Keller (2009 p. 490), companys positioning and differentiation strategy must change throughout the life of its products. I will give a brief description of the stages of the product life cycle and strategic possibilities in each of these stages. Introduction Stage Introduction is a period of slow sales growth as the product is just introduced. It is also recognized with heavy advertising. (Kotler and Keller, 2009, p.490). According to Shaw (2012) in the introduction stage a company can choose by penetration strategy or niche strategy. A penetration strategy involves aggressive marketing mix and product for the mass market offered at a low price. A niche strategy according to Shaw (2012) involves a narrow market segment and a higher price.

Growth Stage This is a period of rapid growth and market acceptance. Here the profits are higher. According to Shaw (2012) in the growth stage companies can choose between two strategic options these are segment expansion and brand expansion. In segment expansion, the company can add new target segments, with their own marketing mixes. Strategic alternative to segment expansion might be brand expansion. This strategy adds new products or variations to the existing line. The strategy delivers to the customer segment bigger choice, or greater value. Some of these strategy ideas might be delivery, gift-wrapping Maturity Stage In maturity stage the sales are lower as the product is already bought from most of the potential buyers (Kotler and Keller 2009 p.490). According to Shaw (2012) in maturity stage it is common for a company to employ s stable marketing mix. As the product moves further on the curve harvesting strategy becomes necessity

Decline Stage Here sales decline and profits erode (Kotler and Keller 2009 p.490). In this stage Shaw (2012) recognize only divesting strategy as an option

Strategy Analysis of Lumia 820 and 920 Having understood the marketing mix of the product, I can proceed in fitting it into marketing strategy. This analysis will help me to determine whether the choice of strategy is correct and whether it is implemented properly. According to Shaw (2012) in the introduction stage of a product a company can choose between penetration strategy and niche strategy. He also argues that penetration strategy should use aggressive marketing mix such as low price, low service, and high promotional expenditures. According to him the other option is a niche strategy, which is best for small companies and involves high price and a product suited for a niche market

Nokia lamia 820 and 920

Business level strategy

Nokia's business-level strategy is supported by its functional strategy through the ways that its functional strategy complements its business strategy. For instance, Nokia uses several functional strategies such to produce quality phones and services at a low-cost price and to be a market leader through its innovations. Nokia also differentiates itself, a business strategy, by its emphasis on green technology and its environmentally friendly practices. Nokia's functional strategies such as producing quality phones and services at a low-cost price while leading the market with its innovations help the company's business-level strategy. Nokia is able to produce many phones at a time which allows them to obtain economies of scale which also allows them to use a cost-leadership strategy. However, their focus to be innovative and their emphasis on going green and protecting the environment also allows them to differentiate themselves from their competitors Nokias cost leadership strategy allows it to garner a strong market share in global markets, especially those where high-end smart phones are unaffordable . Such markets include India, China, and the Middle East . Nokias global market share in the first quarter of 2009 was 41.2% . Research in Motion, known for the BlackBerry, had a 19.9% market share and Apple, with the iPhone, had a 10.8% market share during the same period . Targeting emerging markets allows Nokia to be a first mover, establishing its brand among those new markets. A disadvantage to Nokias strategy is demand in established markets. While Nokia had a 40% market share in the American market in 2002, its market share slid to 7% by 2009 . A study by the NPD Group found the average price per handset to be on the rise, with features such as QWERTY keyboards experiencing a boost in demand . In contrast, Research in Motion held 43% of the U.S. smart phone market in January 2010 Apple held 25.1% of the market in the same period . Losing share in developed markets such as the U.S. might explain its 3.9% decrease in global market share from 2008 to 2009

Marketing Objectives: Customer satisfaction: In every business customer satisfaction is very important. Nokia has taken utmost care to find out whether the product has given 100% satisfaction. Even they conducted some research regarding the customer satisfaction and expectation. Those results prove to be good for Nokia. Customer perception: Before buying the product of any branded company, the customer may have some perception about the product. Similarly Nokia tries to catch the perception of a customer through various feedback systems. Customer can interact with the nearest store and get some ideas about the Product. Customer needs and expectations: Satisfying the customer needs and expectation is the main goal of any branded company. Nokia spent some time on this to develop products according to the Customer expectations. It is totally a waste of time, if you cannot manufacture according to the customer needs. Generating income or profit: Every organization needs to be function only if they are getting sufficient profit from the business. Obviously providing quality service is the main objective but without money you cannot provide quality service. Getting high returns will also satisfy your shareholders as well as it will provide the opportunity to get more investment on the Nokia. Be aware of the environment: Every organization must have a look around the environment to perceive what is happening in the market. Nokia has given some high priority to this issue. Some of the key things are mobile technology advancement, slow down of the market, rapid growth of the market, updating the mobile technology news, saturation level in the market and changing trends with the market.

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Marketing Strategy:
The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high growth moderately competitive market however to be successful in market his watch economic growth has leveled and in which this exist many competitor which follow the marketing concepts, a well developed marketing strategy is required such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market Targeting Strategy: The for Nokia N95 customer consist of following geographic and demographic. Geographic: Nokia N95 immediate target geographic target is rural Pakistan. The total population is estimated at 100 million.

Demographic: Male and female Age 20-50, this is the segment that makes up 80% of nokia mobile phone make according to Nokia Ltd. Professional and Collage student Every person has different income, so these N95 targets the high involvement person in N95.and have high purchasing power. Poisoning Strategy: Nokia has created a distinct position in customer mind by Nokia logo..> Slogan> Knowing our past. Create the future Standard ring tone Standard message tone The specific message that is conveyed to the customers in every advertisement is; Nokia enable you to get more

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Primary customers their key influencers, decision maker, and economic buyer: The customer of any company becomes the assets of the company. The basic purpose of any company is to satisfy the customer wants. The primary customer of Nokia Company is professionals, Students and Business person concerns. The nature of the customer influences the company. If the primary customers of the company are economical buyer. The sale of the company will increase moderate level and vise versa primary users: The primary users of nokia n95 are business man and college students, those people who take high involvements in products. Positioning, Value Proposition: Positioning is placing the product in the different types of population. The process of identification of the potential customers is the main thing that needs to be done to sell the product. Nokia has also some serious concerns to choose the right target audience. They chose the youth market that is falling between the ages of 20-50. They conducted a research that the youths receiving lot of packet money and they are not having any commitments to spend that money. So they can easily buy mobiles from the pocket money. Nokia is branded company and can able spend lot of money on promoting and advertising the product. However companies smaller than Nokia cannot able to afford big amount for the ads. Television ads gives good results buy it must be played at right time to attract huge number of audiences. Nokia has also had the idea of targeting the business people. For this reason Nokia conducted some events to promote the product among the businessmens. They placed the ad in television and banner where the large number of audience can get view the ads. Nokia spreads the product also in the magazines. Particularly in mens magazines, because the large amount of Nokia Phones are bought by the Mens. Nokias targeting and positioning is been good. It contains the mix of attracting the large viewers as well as they are attracting more specific ones. By following this method, Nokias marketing wont let them down in any recession

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Product Strategy:
Product Portfolio:

Nokia has product portfolio in which the company take the decision for allocation of resources between different products Nokia Company has many product such as Nokia N95 N73 1100, 1200, and express music etc: Description of Nokia The N95 is dual-slider (sliding up and down) revealing numeric keypad or multimedia keys; it has large QVGA display and on the back - 5-megapixel camera with Carl Zeiss lens. It is quad-band GSM with UMTS/HSDPA support and features GPS. N95 is Symbian S60 Smartphone with microSD slot for memory. Nokia is targeting: Young people Music lovers Business Man Students

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Features of Nokia Quality: Nokia phones are solid. The quality of sound and the button make you feel ill at ease with the phone. Its materials and components are one of the most important factors that push the customers to buy it, the design too. Speed: A Nokia phone response and transfer quickly items for a phone to another. Also the short cut, easy, evident and simple to use. Dependability: Nokia phone will never let you down because of the high autonomy of the battery. In some phones, especially professional ones, they offer an extra battery to be always available. Flexibility: They produce cell phone suitable to every kind of person. They have a wide range of style, from the basic use to the professional one. Depending on the status, the softwares are not the same. The features of phones for young people are not the same as the professional one as they differ in the complexity of their systems. Cost: They produce a wide variety of products ranging from cheap to very expensive. Most of the people can buy a Nokia starting from 300 Dh, for e.g. Nokia 3310, to the expensive one like the Nokia Sapphire that cost around 14,000 Dh. Nokias 4 Vs: Volume: Nokia has a medium to high volume because its produces a large quantity of cell phones but not everyday. People buy a cell phone once generally for a year or two. Variety: Nokia produces only cell phone and other software. The variety of the company is very low. Variation: The variation in demand is very high. Nokia attempts to meet the requirements of their customers both professional and ordinary ones. Volume: Nokia is located over 40 countries all over the world including shops. We can see the brand name everywhere and its much known.The company has a mass and cell production process. Its a mass because it produces a large quantity of cell phones and its a cell production because each cell phone is produced in a plant in China, Finland and Brazil. The manufacturing of each phone is done separa

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Estimated Annual Sales: Profits were down 66% year on year, but this was ahead of market expectations. Nokia cut its prediction for H2 2009 profitability and market share for 2009, which has driven down its share price. However the underlying results are encouraging, given the economic climate, although some concerns remain in the high end of the market. Converged devices sales (Smartphone) were up at 16.9 million, compared with 15.3 million units in Q2 2008 and 13.7 million units in The Nokia N95 currently holds the record for the best selling Smartphone of all time. The last time its sales figures were reported, it had sold over 22 million unit Estimated annual profitability: Nokia shipped over 9 million Nseries during Q3 2007. The N70, N73 and N95 sold particularly well. Nokia Multimedia (the Nseries people) increased net sales by 23%, and operating profit grew by 57%. Market Growth Rate: Nokia is the "monster of the mobile-handset business," as Supply puts it, having grown 26.5% annually and capturing 38% of the total worldwide mobile phone market share last year. Nokia's market share in the fourth quarter was 39.5%. Market Growth Rate: Nokia is the "monster of the mobile-handset business," as iSuppli puts it, having grown 26.5% annually and capturing 38% of the total worldwide mobile phone market share last year. Nokia's market share in the fourth quarter was 39.5% Geographical Scope: Nokia N95 immediate geographic target is rural areas of Pakistan. The total population is estimated at 100 million which is targeted by geographic factor.

New company structure As of April 1, Nokia will have a new company structure, which features two distinct business units: Smart Devices and Mobile Phones. They will focus on Nokia's key business areas: high-end smartphones and mass-market mobile phones. Each unit will have profit-and-loss responsibility and end-to-end accountability for the full consumer experience, including product development, product management and product marketing.

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Nokias strategic decisions Nokia is clearly using Differentiation strategy, which is a combination of differentiation competitive advantage and broad target scope. Differentiation in the marketing mix for the Lumia 920 occurs in the Product and Price components of the marketing mix. Lumia 820 is also differentiated, but only in the product component of the marketing mix. However the price of the 820 is lower and mid-ranged for the market, it is not differentiated. The The smartphones are differentiated from its rivals in the Product component of the marketing mix with their physical and non-physical characteristics. The physical characteristics of the 920 and 820 are the design of the product as well as the multiple colors that are available to the customers. The colors offer customization for the devices and differentiate the products from rivals such as Samsung and Apple. The two companies often offer their smartphones in only two colors.

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Nokia has a new marketing stategy that positions it as a challenger

Once upon a time, Nokia ruled the smartphone world. Now, the Finnish based handset manufacturer is revamping its marketing strategy to present itself as a challenger in the industry. Nokia's Chief Marketing Officer Tuula Rytila has been given the task to light a spark under the company's name. Rytila says that from late 2011 to now, Nokia's goal was to make the public aware of the Lumia brand. This included showing off the brand at retail locations. Now, Nokia is changing its focus although that might not mean that Nokia itself will be spending more money on advertising. Rytila said she will work with Microsoft and other partners to make sure that they have a larger budget for marketing. "There's a lot of noise in the marketplace and we need to make sure our message gets across," the executive said. Last year, Nokia cut its advertising spending by 25% from 2011 to $1.27 billion. Sales also declined from $53.85 billion in 2011 to $38.31 billion,a drop off of 27.9%. "We want to (show) more emotion and be more daring," Rytila stated. The marketing chief acknowledges that with Nokia no longer leading the way in the smartphone market, the company has to act like a challenger. Ifi Majid, Nokia's head of product marketing for North America, said earlier this year that Nokia had learned its lesson from marketing the Nokia Lumia 920 with AT&T and applied those lessons to marketing the Nokia Lumia 928 with Microsoft and Verizon. The bottom line is that Nokia needs to give the public a new reason to buy Nokia Lumia handsets.

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So which strategy has Nokia used The prices are mid- range for the industry and the product component of the 4ps is quite differentiated. The smartphones offer some very interesting features such as wireless charging, great cameras and others. Promotion and the Place components of the marketing mix are the same as in the 4ps analysis of Lumia 820 and 920. So the marketing mix of most of Lumia Smartphones, except for the Lumia 920 is one. However this marketing mix does not seem to fit into any of the strategic options available for the introduction stage of a product. These Lumia products are not positioned in the market. They do not seem to target different market segments. It seems like these products are targeting the mass market however they dont have the marketing mix qualities for doing that Here I arrive at the conclusion that Nokia has lost its vision of a target customer. The strategic choice of the company with their Lumia Smartphones seems quite similar to what Samsung is doing. This is logical as Nokia wants its leadership position back, and Samsung is the market leader at the moment. I arrive at this conclusion by making a simple comparison between Nokia and Samsung. Samsung offers Galaxy S3, which is positioned in the high-end costly Smartphone. Nokia offer its Lumia 920 and succeeds in positioning it in the same market. These two products are marketed with differentiation strategy. They have differentiated marketing mix in the product and price component and are quite innovative, which position them as different.

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Consumer Buying Process :

What is decision making process? Decision making process is the process undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.

Consumer decision making process: This process includes 5 steps which are following as: 1: Problem or need recognition 2: Information Search 3: Evaluation of alternative 4: Purchase decision 5: Post-Purchase Behavior 1: Problem or need recognition: The first stage of the buyer decision process, in which the consumers recognize a problem and need. Need is the difference between current state of affair and desire state of affairs. Need can be creating by internal stimuli or external stimuli. Need of Nokia n95 create by the both factors? 2: Information Search: After creating the need of nokia n95. The 2nd step is to collect the information about nokia n95. You can collect information from your friends family etc. there are also many resources like commercial, personal, public etc.

3: Evaluation of alternative: Consumer evaluate alternative after collecting information about nokia n95. The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set. Alternatives are evaluated on the basis of features, price, durability, style, size and brand value.

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Why Nokia

Largely available Greater network coverage Easily repaired Changeable body casing Updating software Only dealing in mobiles

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Competitive Products, and Analysis: Direct Competitors There are many direct competitor of nokia N95 like Samsung Black berry Sony Ericson I phone LG Prada

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Samsung balck barry

LG prada

I Phone

Sony Ericson

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Brand strategy: Nokia Mobile Phone Company has using brand extension strategy because Nokia Company were introduce new product of N95 with existing brand name (nokia). Nokia built its brand with high-end multimedia handsets for upscale buyers and lowpriced phones for emerging countries Branding Decisions: Nokia follows Umbrella branding N Series & E Series Logo shows their brand personality Nokia focused on building customer, relationship and trust Building friendship and trust is the heart Nokia brand

Price:
Price is a amount of money charge to a product or services or some of value for the benefit of product by user or consumption, company has decide the price of product by different methods such as cost base method value base method and competitor base method. The Skimming price is use for nokia N95 the expected price is from Rs.30000 to Rs.36000 this cell phone related to N series this series is also called multi media computer

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Distribution Strategy: There is three distribution strategy which is company is used as distribution channel first is intensive distribution second is selective distribution and third is exclusive intensive distribution channel is better for convincing product and selective is better for shopping products and exclusive is beneficial for specialty products the nokia mobile phone company is using selective and exclusive distribution channel because nokia N95 product is shopping and specialty products so nokia is using hybrid distribution channel.

Marketing and Promotion Budget: Nokia has also adjusted its marketing strategies. One of the countrys most aggressive advertisers on television and print, with spends crossing over Rs121 crore in 2006, according to a leading media buying agency, Nokia this year has been placing its bets on the Internet to do the talking for Nseries. For the Nseries, the Internet is more important to us than television, said Tanjea. Our spends on the Internet have gone up from 2% of our marketing budget last year to over 10% in 2007, he added.

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Integrated Marketing Communication Plan: With the advancement of technology, new and innovative handsets are being launched in the market from time to time. Among all the widgets present, the nokia n series mobile phone perfectly meets the requirement and expectations of all individuals and its huge popularity among the message is clear indication of its greatness. At Mobile shop the user will get all the latest nokia n series at very reasonable rate. The stunning colours and amazing design make them more bellyfuls and their mind blowing features are highly capable of fulfilling the requirements of all professionals youngster students. I have clearly mentioned the features of all available nokia n series phones, so that customer doesnt face any difficulties while selecting of best one for you. A part from giving the cheap nokia n series phone, nokia also loves amaze its customer by showing on them exciting free gifts and interesting deals. Advertising Activity: Through TV, sign boards, bill boards, radio, newspaper. Broacher, poster, dummies and display stands. Direct Marketing Activity: Nokia does not perform Direct Sales activities on its official website www.nokia.com. Nokia use DEMO style of Direct Marketing. Nokia does not use Direct Mail or Telemarketing styles of Direct Marketing. Public Relations (PR) Nokia has strong PR. They keep on doing some or the other new events, programmed and publicity, so as to keep up with the brilliant image of the company and also to enhance the brand equity. Online Activity: Nokia mobile phone company is also provide online activity the customer can download application, tunes, software, etc. the customer can get these application, tunes, software, of nokia N95 via internet.

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Sponsorship Activity: Nokia sponsor many events to create a brand positioning in the customer mind. Nokia sponsor in this events: Star Screen Award Knight Rider in IPL. Musical Shows

Sales Promotion Activity: Nokia mobile company offer many other additional equipments with N95 set to customer like Bluetooth, hand free, leather pouch, cap T shirt of nokia. Discounts are provided to online Nokia purchasers through Nokia discount coupons or coupon codes Retail Support and Other Collateral: Nokia Mobile Phone Company is also providing reasonable profit margin to retailers for retailer support. Commission is also provided to retailers on the sale of every Nokia cell phones and accessories.

Event Activity Checking Out the Crown Point Festival Sponsored by Nokia Nseries
Date: November 10th, 2007

Purpose: In this event sponsored by Nokia Nseries here in New York City. In short, it is an annual 3-week festival showing off emerging and pioneering artists in film, theater and music. My girlfriend and I met up with Zach from Symbian in Motion, Donna, and Molly from Nseries WOM World to check it out. I was also able to briefly play with the Nokia N810 and compare the Nokia N95 8GB to my Nokia N95-3.The basic purpose of this event to create the awareness of Nokia Products.

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Nokia success Regaining Strategic Agility Success and market leadership often turn strategic agility into strategic rigidity. Cognitive Broadening Through the 1990s and into the early 2000s, Nokia was characterized by a tension between the focused cognition on operational success in the core business and the broadened cognition of planting seeds of renewal. The narrow focus jeopardized strategic sensitivity, while the broadened focus fostered strategic sensitivity. Corporate ventures, and their informal equivalent within NMP, allowed experiential learning around, and away from, the core businesses. Some of these ventures were positioned, and justified, as fitting with the core 3G trajectory of Nokias development. They obtained commitment and resources, but in fact were used to explore new growth avenues.23 By giving enough independence to Through the 1990s and into the early 2000s, Nokia was characterized by a tension between the focused cognition on operational success in the core business and the broadened cognition of planting seeds of renewal. The narrow focus jeopardized strategic sensitivity, while the broadened focus fostered strategic sensitivity. Although the belief in 3G primacy was strong and central, it was not totally overwhelming. Sometimes, as with WLAN, Nokia was too early, losing its interest to this technology for a while only to learn later that this was indeed an important area. Sometimes, as with the first communicator, products did not succeed commercially, but the learning and understanding they brought were acknowledged and used subsequently.

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Nokia supply chain For Nokia, the reality of a supply chain management is a fact; and the commercial organisation chosen and the levels of service displayed are proving it. Nokia doesnt sale its cell phones directly to individuals, they sale them through operators such (Bouygues, SFR, Maroc Telecom) and to distributors (Cora, Auchan, Carrefour) also to traders who are intermediate who are responsible for the marketing of Nokia products with the small distributors. The supply chain management of Nokia is very strategic because of the market expansion. Its a market who grows slowly, so they should optimize resources and the capacity of production. Another point that shows the importance of supply chain manager holds that the competition is exacerbated. One of the operators have manufactured in the Scandinavian countries, so Nokia has to take decisions to optimize the supply chain to counter their offer. As a big MNC, it should be much organised. In the beginning it plans forecast. Nokia looks to the market three years. Then, they make a forecast in their sales over 12 months. Every subsidiary develops previsions of their market. In their prevision of sale, things arent simple. It does not only make a historical observation and then have a prevision, no; it must be taken into account the rate of penetration in the country and its level of growth in the future. It looks These 12 months forecast and the daily schedule in the very short term allows two things. It allows Nokia to know it needs for the next weeks and for the next months, per 14 country, per family products. Then Nokia will optimize the capacity of production which is then distributed. Each country will be given a part of production. Nokia is organised in the base of two teams. There is one team of prevision and sales planning (logistics team), working against a team to optimize the daily production capacity and supply (supply team).the part of the market that needs improvement.

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Nokia Product

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Nokias Strategic Problems - Summary and Advice Given the analysis of Nokia 820 and 920 introduction strategies, and taking into consideration the rest of the Lumia series Smartphone out in the market, I arrive at the conclusion that Nokia has lost its vision of a target customer. The company also uses different marketing strategies for its flagship device and for the rest of the series. Nokia has done well positioning its Lumia 920. The product is a flagship device and possesses very innovative technology. It is suitable for differentiation strategy, meaning targeting the mass market with differentiated marketing mix. The product component of the marketing mix is very well differentiated as the product offers innovative technologies and design qualities. The price is also quite high, which differentiates it from the rest of the products in the market and position it in the highend costly Smartphone market, where Galaxy S3 and I phone are competing. That is why the product has achieved great interest in the Smartphone market. We can also see this type of strategy in the marketing of Galaxy S3 by Samsung. This smart device also possesses very innovative technology and it is sold at a very high price. The product became bestseller in the world for the 3rd quarter of 2012 (Samsung Galaxy S3, 2012). According to the analysis and given themarket situation this strategy decision of Nokia is successful.

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Conclusion
Nokias mission is to regain its leadership position in the smartphone market. The company sees greatest potential for achieving its objective in the partnership with Microsoft. According to the environment analysis the most serious problem for the company is the threat from existing rivals. Apple Inc and Samsung are the market leaders, companies with innovative products and great marketing strategies. Apple is using differentiation strategy when introducing its products, and Samsung is using segmentation strategy for the majority of its products except for its flagship device. Nokia has built some interesting products in the Lumia series, with very impressive technologies and beautiful designs. However the market success of these products has not been so great and Nokia did not achieve its goal of becoming a market leader in Europe. According to the analysis the reason for this is wrong implementation of marketing strategy and specifically problems with the positioning of the products. Nokia has introduced its flagship device at a high price with very innovative technology and has is introduced by implementing differentiation strategy. This strategy implementation is correct according to the analysis, as the product is introduced with aggressive marketing mix, targeting the mass market. Lumia 920 has seen great interest in the Smartphone market in Europe. However this product is only one of the nine Lumia devices, which have been introduced in the past couple of years.According to the analysis Nokia has tried to use segmentation strategy, when marketing the rest of the Lumia products. Segmentation strategy involves dividing the market into smaller market segments based on different characteristics of the customer group. A company has to choose among those market segments and build products suitable for the chosen segments. Customers have to be aware that the products recognize their needs, so positioning is important for the success of such strategic decision. However when analyzing Nokias segmentation strategy, it does not become clear what the segmentation actually is. The products are not positioned well in the market, and customers may have hard time choosing among Lumia serieposition it in the high-end costly Smartphone market. The product This problem could be making customers to turn to one of Nokias rivals such as Samsung, which have positioned well their products and are letting their customers know that their company provides what they need. I believe this is really harmful for the company as the Lumia phones are important strategic point for Nokia in its journey of regaining its lost ground in the Smartphone market. Nokia, as pointed out in the vision of the company, mainly counts on its partnership with Microsoft to achieve its objectives. This marketing strategy mistake may harm the future success of the company given the high switching costs for consumers between different operating systems.

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References List Bug hits new Nokia Lumia 900 smartphone. (2012, April 11). Retrieved on February 10, 2013, from: http://www.bbc.co.uk/news/technology-17675319 Desmarais, C. (2013). Google, Apple, Microsoft app number wars heat up. Retrieved February 10, 2013, from: http://www.pcworld.com/article/2023783/googleapplemicrosoft-app-number-wars-heat-up.html Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation, and Marketing Strategy. Journal Of Marketing, 51(2), 1-10. Donnelly, A. (2008, Oct 01). Nokia. Marketing, 18-18. Retrieved on February 6th

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