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The newly formed Nokia Corporation was ideally positioned for a pioneering
role in the early evolution of mobile communications. As European
telecommunications markets were deregulated and mobile networks became
global, Nokia led the way with some iconic products. In 1979, Radio
telephone company Mobira Oy begins life as a joint venture between Nokia
and leading Finnish television maker Salora. In 1981, The mobile era begins,
Nordic Mobile Telephone (NMT), the first international mobile phone network,
is built. In 1982, Nokia makes its first digital telephone switch, The Nokia
DX200, the company’s first digital telephone switch, goes into operation. In
1984, Nokia launches the Mobira Talkman portable phone. In 1987, Mobira
City man – birth of a classic, Nokia launches the Mobira Cityman, the first
handheld NMT phone. In 1991, GSM – a new mobile standard opens up,
Nokia equipment is used to make the world’s first GSM call.
Product-related attributes
Nokia core business practices and philosophies are providing their customers
with stylish, usable, robust, experiential and relevant devices with Nokia’s
signature and world famous quality and ease of use. Nokia mobile phones
provide to customer functional and emotional benefits:
Functional benefits
GPS
PC integration
Media player
MP3 player
Camera
Call recording
Internet
Emotional benefits
Style
Satisfaction
Image
Brand
Professionals
Expression
Look
Brand portfolio
Nokia includes ten different series of mobile phones, each with a subset of
different models which define the whole product range in series
-Nokia 1xxx (basic) series are ultrabasic series, the 1xxx series is basic
mobile phones.
-Nokia 2xxx (basic) series are like the 1xxx series, the 2xxx series are entry-
level phones.
However, the 2xxx series generally contain more advanced features than the
1xxx series; many new 2xxx series phones have color screens and some
have cameras and Bluetooth.
Some of the models in this series are targeted to young male users.
-Nokia 5xxx (Active) is similar in features to the 3xxx series, but often
contain more features towards active individuals. Many of the 5xxx series
phones feature a rugged construction or contain extra features for music
playback.
-Nokia 7xxx (Fashion and Experimental) Most phones in this series are
targeted towards fashion users, particularly towards women.
Brand exploratory
Customer knowledge
Mental map
-Sports: ‘Nokia had been the long term title sponsor for the FIS Snowboard
World Cup. International Ski Federation (FIS) and Nokia have signed a three-
year sponsorship agreement, which gave high visibility to Nokia in the 78
events around Europe, USA, Canada and Japan in the 1998-1999 season’.
Nokia continue to sponsor Extreme winter games, customers can see Nokia
logos on sides of road for snowborders and Ski.
-‘As one of the major supporters of the Mobile Muster, Nokia urges it
customers to recycle any old phones they have this month and the industry
will plant a new tree for each phone handed in. The MobileMuster is the
official recycling program of the mobile phone industry.’ Nokia contribute
MobileMuster by 30 cents for each handset it sells in Australia.
The customer-based brand equity pyramid for Nokia is equally strong from
top of pyramid till end, Nokia has focused on both the superior product
attributes and the imagery associated with owning and use Nokia mobile
phones. Below the Nokia customer-based brand equity pyramid that
highlights main aspects.
Piracy
Recommendations
The Nokia brand audit reveals a very strong brand with much equity. But,
there are some opportunities that Nokia can use.
Compete with Apple
Nokia need to come with some fresh device to market for improving on Nokia
innovation to compete Apple iPhone. iPhone is something fresh for
customers, so Nokia need to fight back to iPhone.
Nokia need to start selling more software, games, videos, movies etc.
through Nokia web site. It is a great opportunity to reach more customer
loyalty and increase revenues.
Nokia need to make extra service for each customer that buy Nokia, for
example free access to Nokia software for a year. This can help to fight
counterfeited products.
Nokia can make joint venture with fashion brand such as Gucci or
Dolce&Gabanna to create fashion mobile phone. As Samsung did with
Giorgio Armani.
Nokia already did some steps in nanotechnology phones with Nokia morph,
but it just concept, so Nokia need to make more attention on this idea and
bring it to real world.