Know-How Exchange : Student Questions

Hi Kanak,

No doubt. The world's leading mobile phone manufacturer has been awarded number of accolades at Media Magazine Advertising Awards and the Asian PR Awards. Nokia was awarded the Advertiser of the Year for 1998 at the Media Magazine Advertising Awards and also in Asian PR Awards.

In 2004, Nokia was chosen as 'the most respected consumer durables company' by Businessworld .

In 2005, Nokia was recognized as the 'Brand of the Year' by the Confederation of Indian Industry, India's apex industry association. The company was chosen for this award because of its high brand recall, well established distribution channels and being 'most preferred' by the consumers.

Enamored of Nokia's success in the Indian market, Harvard University had invited Nokia India to talk on 'How Nokia cracked open the Indian market?'

Now i think you will be convinced that there is definately role of marketing in its present market position.

Pull vs Push Strategies: By increasing its brand loyalty in past few years, Nokia has become more of a pull brand. Customer have started going to Nokia showrooms and asking for latest handsets.

Nokia Mrketing Strategy:
1. Nokia club was born to strengthen the loyalty of Nokia mobile phones' users, in order to offer them enterprises, duties, contents, meanwhile boosting the commitment towards customers.

2. Nokia's communication strategy is planned as the sole activity of media-mix, structured by offline, online and below the line programmes. Nokia's marketing plan is mainly based on two essential elements: the rank of products and the needs of customers, belonging to the same category.

Role of management of nokia in its marketing

Alessandro Lamanna is the marketing and communication Manager for Nokia, managing marketing strategies, trade marketing and communication plans for the Brand Nokia.

There had been some changes in past in the management of Nokia. You can visit: https://www.nokia.com/A498028 for more details.

D Shivakumar, executive director and vice president of the Rs 2,500-crore Philips India, is taking over as country head of handset giant Nokia. He takes over from Sanjeev Sharma, who will relocate to Singapore to assume charge as V-P-marketing, for the Asia-Pacific region.

Hope this will help.
Nitin