A Proposal on
Marketing Strategies of Smart Phones:
A Case Study of Nokia Mobiles
MBA 7th Trimester
Prof. Dr. Prem Raj Pant
Sept 25, 2012
Nokia has come a long way to evolve from a paper mill founded in 1865 to a world-renowned mobile phone manufacturer and one of the most powerful brands in the world. In 1992 Nokia appointed Jorma Ollila as the new CEO and concentrated its focus on telecommunications. Throughout the 1990’s Nokia was known as a relentless innovator and a pioneer that made the world’s first satellite call among many other groundbreaking milestones. In 1998 Nokia became the world’s largest mobile phone manufacturer with a turnover of 31 billion dollars. Nokia started its operation through Neoteric Nepal, a member of Golcha Organization and Paramount Electronics, a subsidiary of Vishal Group. According to Grant McBeath, managing director, Nokia Thailand and emerging Asia, the mobile phone subscription in Nepal is growing at a faster rate, creating opportunities for handset makers to introduce new mobile phones and services here. “Nepali consumers are catching up with the global trend very fast. In fact, Nepal has emerged as a 3G market since some time now. This has given immense room for smart phone sellers in Nepal to grow,” said McBeath. Nokia is the largest mobile phone seller in Nepal, with the brand holding a strong command in entry-level and medium-range cell phones. Apart from using cell phones as a device to communicate through voice and text, Nepali people are also using their cell phones as an entertaining device and stay connected through Wi-Fi and 3G, increasing the prospect for the companies to grow. The affordability factor has also made sales of handset brisk. With global brands competing along with Indian and Chinese players, the price has come down significantly in last few years. Five years ago, if a customer wanted to buy a smart phone, he had to manage a hefty amount even to get a normal cell phone. Now, smart phones with various operating systems are available at around Rs 10,000. In September 2010, the Canadian Stephen Elop was appointed as the new CEO of Nokia. He was hired to change the course of Nokia and to stop the declining trend in Nokia’s global market share especially in the smart phone segment. The first major decision was to start extensive cooperation with Microsoft in February 2011.
The title of the thesis is “Marketing Strategies of Smart Phones: A Case Study of Nokia Mobiles” and the objective is to analyze the dimensions of Nokia’s smart phone marketing that the customers do not agree upon or simply do not know about and improve them from a brand managing viewpoint. By narrowing the gap between Nokia’s aspired brand image and the brand perception of the consumers, Nokia should be able to regain its impressive global market share also in the smart phone segment. 1.2 Research Problem
The purpose of this thesis is to find out if the Nokia brand can and should be revitalized and if the current marketing strategies for Nokia’s smart phones in Nepal can be improved from the brand building perspective. 1.3 Research Objectives
The thesis has three distinct research objectives.
First of all I will try to find out what is the aspired brand identity and brand image Nokia is trying to convey with its smart phone marketing. To achieve this I will conduct interviews with people who are responsible for Nokia’s brand management and marketing. •
The second research objective of my thesis is to find out what is the consumers’ brand perception of Nokia at the moment. To answer this question I will conduct a comprehensive smart phone brand perception survey to collect data from Kathmandu valley. •
The last research objective of the thesis is improving Nokia’s current marketing strategies for its smart phones from a branding perspective in...
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