PRODUCT STRATEGY

SUBMITTED TO:
Dr. ABHILASH POONAM
SUBMITTED BY:
GROUP-3
TRISHA PANDIT -80012200308
JAGATPAL SINGH DHALIWAL-80012200002
PRAPTI PANDEY-80012200844
SPARSH MALI-80012200894
ROHAN GOEL-80012200132
AADHISH SAKHUJA-80012200147
  Nokia: A Finnish Giant in Telecom and Technology

Nokia is a Finnish multinational corporation with a rich history dating back to

1865. While many may still associate Nokia with its iconic mobile phones,
the company has actually undergone a significant transformation in recent
years, becoming a major player in the telecommunications and technology
industries.

Brief Overview:

 Founded: 1865
 Headquarters: Espoo, Finland
 CEO: Pekka Lundmark 
 Employees: Over 90,000
 Revenue: €23 billion (2020)
 Business Focus: Network infrastructure, technology development, and
licensing

Early Beginnings and Diversification:

 Founded in 1865 as a paper mill, Nokia has a long history of adapting

and diversifying its business.
 Nokia paper mill 1865
 Over the years, it expanded into rubber, cables, and eventually,
telecommunications equipment.

Mobile Phone Domination and the Rise of Smartphones:

 In the 1990s, Nokia became a global leader in mobile phones, known

for its durable and reliable devices.
 The iconic Nokia 3310, known for its "unbreakable" reputation, became
a cultural phenomenon.
 However, Nokia struggled to adapt to the rise of smartphones, leading
to a decline in its market share.
Transformation and Focus on Network Infrastructure:

 In recent years, Nokia has undergone a strategic shift, focusing on

network infrastructure and technology development.
  The company provides essential equipment and software for mobile
networks, fixed networks, and cloud computing.
 It also plays a key role in research and development of next-generation
technologies like 5G and beyond.

Current Operations and Future Outlook:

 Today, Nokia is a major player in the global telecommunications

market, with a presence in over 100 countries.
 The company employs over 90,000 people worldwide and generates
billions of euros in annual revenue.
 Nokia is well-positioned to benefit from the growing demand for
advanced network technologies, making it a company to watch in the
future.

 Reasons Nokia failed in the Market:

Missed the Smartphone Wave:

 Underestimated the power of software: Nokia prioritized hardware

while Apple & Android offered superior user experiences.
 Slow to adopt open-source platforms: Sticking to their own Symbian
OS limited app availability compared to Android's open ecosystem.
 Late entry into the touchscreen market: Consumers embraced
touchscreens, but Nokia remained focused on physical keyboards.
Internal Issues:

 Lack of vision and leadership: Internal struggles and resistance to

change hampered adaptability.
 Bureaucracy and slow decision-making: Inability to respond quickly
to market shifts.
 Overconfidence in their brand: Nokia underestimated the threat from
new entrants and clung to past successes.

Marketing Misfires:

 Inconsistent brand messaging: Difficulty in capturing a clear brand

identity for their smartphones.
 Focus on technical specifications over user experience: Marketing
emphasized features rather than how phones impacted user lives.
  Failure to understand evolving customer preferences: Nokia didn't
anticipate the demand for features like app stores and cameras.

Partnership Concerns:

 Unsuccessful partnership with Microsoft: Windows Phone OS

struggled to gain traction, further hindering Nokia's market share.
 Missed opportunity to collaborate with Android: A potential
partnership could have changed their trajectory.

 Repositioning and Brand Enhancement Strategies

implemented by NOKIA

Rebranding and Image Overhaul:

Nokia recognized the need to evolve its brand image to align with changing
market dynamics. This involved a comprehensive rebranding effort aimed at
refreshing the company's identity and perception in the minds of consumers.

Key components of Nokia's rebranding strategy included:

 Logo Redesign: Nokia likely redesigned its logo to reflect a modern

aesthetic while retaining elements of familiarity. This could involve
simplification, color adjustments, or typography updates to ensure the
logo resonates with contemporary design trends.

 Brand Messaging: Nokia revamped its brand messaging to emphasize

core values such as innovation, reliability, and customer-centricity. By
crafting compelling narratives that highlight Nokia's strengths and
differentiation, the company aimed to establish a stronger emotional
connection with consumers.

 Marketing Campaigns: Nokia launched targeted marketing campaigns

across various channels to reintroduce itself to consumers and
showcase its revamped brand identity. These campaigns likely utilized
 a mix of digital advertising, social media engagement, and traditional
marketing channels to maximize reach and impact.

 Diversification and Portfolio Expansion:

Nokia sought to diversify its product portfolio beyond mobile phones to

capture new market opportunities and mitigate risks associated with a single
product category. The company pursued diversification through several
avenues:

 New Product Categories: Nokia ventured into emerging product

categories such as digital health devices, smart home solutions, and
network infrastructure equipment. By leveraging its expertise in
technology and telecommunications, Nokia aimed to carve out a
presence in growth areas adjacent to its core business.

 Strategic Acquisitions: Nokia may have acquired companies with

complementary capabilities or innovative technologies to accelerate its
expansion into new product categories. Strategic acquisitions enable
Nokia to access new markets, talent pools, and intellectual property,
strengthening its competitive position in diverse industries. 

 Partnerships and Alliances: Nokia formed strategic partnerships and

alliances with other companies to enhance its product offerings and
market reach. Collaborations with industry leaders allow Nokia to
leverage shared resources, expertise, and distribution channels to
drive growth in new product segments.

 Innovation and R&D Investment:

Nokia prioritized innovation and invested significantly in research and

development to maintain its competitive edge and drive future growth. Key
aspects of Nokia's innovation strategy included:
  Advanced Technologies: Nokia focused on developing cutting-edge
technologies such as 5G networking solutions, advanced imaging
capabilities, and Internet of Things (IoT) devices. By staying at the
forefront of technological innovation, Nokia aimed to differentiate its
products and anticipate market trends.

 Product Development: Nokia's R&D efforts encompassed product

development across its entire portfolio, from smartphones to network
infrastructure equipment. By continuously iterating and improving its
products, Nokia aimed to deliver superior performance, functionality,
and user experiences that resonate with consumers.

 Cross-Industry Collaboration: Nokia collaborated with industry

partners, academic institutions, and research organizations to drive
innovation collaboratively. Open innovation initiatives enable Nokia to
tap into diverse perspectives, expertise, and resources, fostering a
culture of creativity and experimentation.

 Strategic Partnerships and Collaborations:

Nokia formed strategic partnerships and collaborations to enhance its market

presence, expand its product offerings, and drive innovation. These
partnerships encompassed various forms of collaboration:

 Software Partnerships: Nokia partnered with software providers such

as Google and Microsoft to leverage their operating systems and
software platforms in Nokia-branded devices. By collaborating with
leading software companies, Nokia aimed to deliver compelling user
experiences and differentiate its products from competitors.

Industry Alliances: Nokia joined industry alliances and consortia to
drive standardization efforts, promote interoperability, and shape
industry regulations. Participation in collaborative initiatives allows
Nokia to influence market dynamics, establish industry standards, and
strengthen its position as a thought leader.
  Ecosystem Development: Nokia fostered ecosystems around its
products and services by collaborating with developers, content
creators, and third-party vendors. By nurturing vibrant ecosystems,
Nokia aimed to enhance the value proposition of its offerings, drive
innovation, and create additional revenue streams.

 Focus on Sustainability and Corporate Responsibility:

Nokia prioritized sustainability and corporate responsibility initiatives as part

of its commitment to ethical business practices and environmental
stewardship. Key elements of Nokia's sustainability strategy included:

 Environmental Stewardship: Nokia implemented measures to reduce

its environmental footprint, minimize waste generation, and increase
energy efficiency across its operations. This includes initiatives such
as eco-friendly product design, renewable energy adoption, and waste
reduction programs.

Supply Chain Transparency: Nokia promoted supply chain
transparency and responsible sourcing practices by collaborating with
suppliers to uphold ethical standards and human rights principles. By
fostering transparency and accountability throughout its supply chain,
Nokia aimed to mitigate risks and build trust with stakeholders.

Community Engagement: Nokia engaged with local communities
through philanthropic initiatives, volunteer programs, and community
development projects. By investing in community engagement, Nokia
aimed to make a positive impact on society, enhance its brand
reputation, and foster goodwill among stakeholders.

 Nokia's Strategies for a Stronger Market Position

that can be implemented

1. Enhanced Customer Engagement and Experience:

Examples: Develop AI-powered chatbots for personalized support, offer
product recommendations based on usage data, create a loyalty program
with exclusive benefits.
Benefits: Increased customer satisfaction, reduced churn, stronger brand
loyalty, potential for higher lifetime value.
Challenge: Balancing personalization with privacy concerns, ensuring
consistent and seamless experience across platforms.

2. Expansion into Emerging Markets:

Examples: Adapt existing products to local needs, offer affordable entry-

level options, partner with local distributors, tailor marketing campaigns to
local cultural nuances.
Benefits: Access to new growth markets, diversify revenue streams, tap into
untapped customer segments.
Challenge: Understanding complex local regulations, navigating unfamiliar
business environments, building trust and brand awareness.

3. Investment in AI and Data Analytics:

Examples: Use AI to optimize network performance, predict customer

needs, personalize marketing campaigns. Leverage data analytics to identify
market trends, improve product development, and identify potential risks.
Benefits: Improved operational efficiency, data-driven decision-making,
personalized customer experiences, proactive problem-solving.
Challenge: Accessing and integrating large datasets, ensuring data security
and privacy, building internal expertise in AI and data analytics.

4. Strategic Acquisitions and Mergers:

Examples: Acquire a company specializing in VR technology to enter the

metaverse market, merge with a software provider to strengthen cloud
offerings.
Benefits: Rapid access to new technologies, expanded market reach,
combined expertise and resources.
Challenge: Careful due diligence, integrating different cultures and
processes, potential synergy challenges.

5. Continued Investment in Emerging Technologies:

Examples: Develop AR applications for industrial use cases, research
blockchain-based solutions for data security, explore quantum computing for
network optimization.
Benefits: Future-proof the business, tap into disruptive technologies,
maintain competitive edge.
Challenge: High R&D investment costs, uncertain timelines for return on
investment, potential technological risks.

1. Empathize: Understand Customer Needs

Common Pain Points Reported by Nokia Users:

Hardware:

 Limited design choices: Feeling restricted by a lack of diverse design

options and colorways.
 Durability concerns: Reports of fragile screens, cracked backs, and
overall build quality issues.
 Battery life: Complaints about short battery life and slow charging
speeds.
 Camera quality: Dissatisfaction with camera performance, particularly
in low-light conditions.
 Outdated hardware: Feeling left behind with older processors and
slower performance compared to competitors.
Software:

 Outdated software: Concerns about lack of timely updates and

access to the latest features.
 Bloatware: Frustration with pre-installed apps that cannot be removed
and consume storage space.
 Bugs and glitches: Reports of software bugs, crashes, and
unexpected behavior.
 Limited customization: Feeling restricted in customizing the user
interface and experience.
 Security vulnerabilities: Concerns about potential security risks and
data breaches.
Service:

 Customer support issues: Difficulty reaching customer service or

experiencing long wait times.
 Repair process: Frustration with lengthy repair times and high costs.
 Warranty limitations: Feeling unsupported due to unclear or
restrictive warranty terms.
 Lack of transparency: Dissatisfaction with unclear communication
about software updates, product developments, and service issues.
Brand Perception:

 Outdated brand image: Feeling that Nokia lacks a modern and

innovative image compared to competitors.
 Limited market presence: Frustration with difficulty finding Nokia
devices in stores or online retailers.
 Lack of trust: Hesitancy due to past struggles and concerns about
Nokia's future direction.

2. Define: Clearly Articulate the Problem

Nokia's Problem Statement:

 Despite a legacy of innovation and brand recognition, Nokia is

struggling to capture significant market share in the face of
evolving customer demands and fierce competition.

 Therefore, Nokia requires a strategic approach that integrates

rebranding, repositioning, and product enhancement efforts to
reassert its position in the mobile market and regain customer
trust.

 This problem statement clearly identifies the key challenges

faced by Nokia and emphasizes the need for a multifaceted
solution that addresses brand perception, product offerings, and
customer service.

 It can serve as a foundation for developing a concrete strategy

to revitalize the brand and achieve sustainable success.
3. Ideate

Ideation Workshops for Nokia's Revitalization

Organizing the Workshops:

 Assemble diverse teams: Involve employees from marketing, design,

engineering, customer service, sales, and other relevant departments.
 Define clear goals: Specify the intended outcomes of the workshops,
focusing on rebranding, repositioning, or product enhancement.
 Facilitate creativity: Choose an environment conducive to open
thinking and collaboration. Set ground rules for respectful
brainstorming.
 Prepare inspiration: Provide relevant market research, competitor
analysis, and user feedback to inform discussions.

Brainstorming Techniques:

1. Mind Mapping:
o Start with a central theme (e.g., "Nokia's future").
o Branch out with ideas related to rebranding, product features,
customer service, etc.
o Encourage further branches and connections between ideas.
 Brainstorming:
o Generate a large number of ideas without immediate judgment.
 o Use techniques like "round robin" or "brainwriting" to ensure
everyone participates.
o Build upon and combine existing ideas to create new solutions.
 SCAMPER Technique: 
o Apply verbs like "Substitute," "Combine," "Adapt," "Modify," "Put
to other uses," "Eliminate," and "Rearrange" to existing products
or processes.
 Role-Playing: 
o Simulate user interactions with potential product features or
brand communications.
o Identify pain points and opportunities for improvement.

Encouraging Wild Ideas:

 No immediate judgment: Create a safe space where all ideas are

valued, regardless of how unusual they seem.
 Encourage diverse perspectives: Listen to everyone's thoughts,
even if they appear outlandish at first.
 Build upon crazy ideas: Sometimes, seemingly unrealistic ideas can
lead to breakthrough innovations.
 Seek connections: Explore how apparently unrelated ideas could be
combined to create something new.

4. Prototype: Develop Conceptual Solutions

NOKIA PROTOTYPES THAT SHOW THE MIGHT OF THE BRAND

 Nokia Morph (2008): The Nokia Morph was a concept phone that
showcased the potential future of mobile devices. It was designed to
be flexible and could transform into different shapes. The concept
included the use of nanotechnology and self-cleaning surfaces.

 Nokia 888 (2006): The Nokia 888 was a concept phone with a flexible
and customizable design. It could be folded or shaped into different
forms, allowing users to wear it as a bracelet or use it as a traditional
phone.
  Nokia N-Gage (2003): While not a prototype in the traditional sense,
the Nokia N-Gage was an early attempt to combine a mobile phone
with a gaming device. It had a unique design that aimed to cater to both
gaming and communication needs.

 Nokia Kinetic Device (2011): This concept phone featured a flexible

and bendable screen that allowed users to control various functions by
bending or twisting the device.

 Nokia 7700 (2003): The Nokia 7700 was an early smartphone

prototype with a large touchscreen display and multimedia features.
While it didn't become a commercial success, it showcased Nokia's
early foray into smartphones.

Prototype for Nokia mobile phone with the new features it included

Sustainability:
 Recycled materials: The phone could be made from recycled plastic,
metal, and glass, minimizing its environmental impact.
 Solar charging: Solar panels integrated into the back of the phone
could provide some off-grid charging capability.
 Modular design: The phone could be designed with replaceable
components, extending its lifespan and reducing e-waste.

Performance and Innovation:

 Under-display camera: This would allow for a full-screen experience

without a notch or punch hole.
 Advanced display technology: A foldable display, e-ink display, or
holographic display could offer unique user experiences.
 AI-powered features: AI could be used for tasks like image and
speech recognition, translation, and personalized recommendations.
 Enhanced security: Biometric authentication like iris scanning or
facial recognition could be implemented for additional security.
Connectivity and Productivity:

 Native satellite connectivity: This would allow for communication

even in remote areas without cellular coverage.
  Enhanced Wi-Fi and Bluetooth: Faster and more efficient wireless
connections could improve data transfer and streaming.
 Productivity-focused features: Integration with cloud storage,
document editing tools, and video conferencing apps could cater to
business users.

Durability and Reliability:

 Military-grade durability: The phone could be designed to withstand

harsh environments and drops.
 Extended battery life: More efficient processors and larger batteries
could provide longer usage between charges.
 Software updates: Guaranteed long-term software support would
improve security and performance over time.

5. Test: Gather Feedback and Iterate

Pilot Tests and Focus Groups:

 Target Audience: Select participants based on the phone's intended

market segment (age, tech savviness, etc.).
 Testing Methods:
o Hands-on sessions: Let participants use the prototype and
observe their interactions.
o Surveys and interviews: Gather detailed feedback on specific
features, design, and overall experience.
o A/B testing: Compare different prototype versions or features to
gauge user preference.
 Unforeseen Issues: Be prepared to identify usability problems, bugs,
or unexpected user behaviors.

Evaluating Feedback:

 Analyze qualitative and quantitative data: Look for trends, common

concerns, and positive aspects mentioned by participants.
 Prioritize feedback: Focus on issues impacting usability, functionality,
or user satisfaction the most.
 Identify root causes: Understand the underlying reasons behind user
feedback to find effective solutions.
Iterative Improvement:

 Refine features and design: Based on feedback, improve

functionality, user interface, or aesthetics.
 Address technical issues: Fix bugs and optimize performance based
on identified problems.
 Develop multiple iterations: Create new prototypes incorporating
changes and test them again for further feedback.
 Focus on existing strengths: Maintain Nokia's reputation for
durability, battery life, and clean software experience.
 Leverage community engagement: Gather feedback through online
forums or social media, allowing wider participation.
 Partner with external testers: Collaborate with industry experts or
design firms for diverse perspectives.
 Balance innovation with practicality: Implement new features with
user needs in mind and avoid unnecessary complexity.

 KPIs to Measure Success of Nokia's Rebranding and

Repositioning:

Brand Awareness & Perception:

 Brand recall: Track the percentage of people who recall Nokia when
prompted with "mobile phone brands."
 Brand sentiment: Monitor positive, negative, and neutral mentions of
Nokia across social media, news outlets, and online reviews.
 Brand association: Measure the association of Nokia with key
attributes like innovation, reliability, trust, and specific product
categories.
Market Share & Sales:

 Market share in target segments: Track Nokia's market share in

specific network infrastructure, software, or technology segments
they're targeting.
 Sales growth: Monitor year-over-year or quarter-over-quarter sales
growth in key product or service categories.
 Customer acquisition cost (CAC): Track the cost of acquiring new
customers and measure its efficiency over time.
Engagement & Advocacy:

 Website traffic and engagement: Monitor website traffic, bounce

rate, time spent on site, and user engagement metrics.
 Social media engagement: Track follower growth, likes, shares,
comments, and mentions on social media platforms.
 Net Promoter Score (NPS): Measure customer loyalty and advocacy
through surveys asking customers how likely they are to recommend
Nokia.
Financial Performance:

 Revenue growth: Track overall revenue growth and compare it to

industry benchmarks or set targets.
 Profitability: Monitor profit margins and return on investment (ROI) for
marketing and branding initiatives.
 Brand valuation: Track changes in brand valuation as measured by
reputable agencies like Interbrand or Brand Finance.
Industry Recognition & Awards:

 Industry awards and recognition: Track awards received for

branding, marketing, innovation, or specific products/services.
 Positive press coverage: Monitor the frequency and sentiment of
media coverage about Nokia's rebranding efforts.
 Analyst ratings: Track analyst ratings and recommendations for
Nokia's stock to gauge industry perception.
Additional Considerations:

 Define your target audience: KPIs should be tailored to the specific

demographics and segments Nokia is targeting.
 Set SMART goals: KPIs should be Specific, Measurable, Achievable,
Relevant, and Time-bound.
 Track competitors: Monitor how competitors are performing and
adjust your KPIs accordingly.
 Regularly review and adapt: KPIs should be reviewed and adjusted
periodically to reflect changing market conditions and business
objectives.
  GO-TO MARKET STRATEGY

1. Market Research for Nokia Smartphones:

Objective: Understand market needs, customer preferences, and
competitor landscape to inform the development and marketing of Nokia
smartphones.
Tasks:
1. Target Demographics and Market Trends:

 Quantitative Research:
o Desk research: Analyze industry reports, market forecasts, and
news articles to understand overall smartphone market trends.
o Surveys: Conduct online or offline surveys to gather data on
demographics, smartphone usage habits, purchase preferences,
and brand perception among different age groups, income
levels, and tech-savviness.
o Social media listening: Monitor online conversations to identify
popular features, emerging trends, and competitor
strengths/weaknesses.
 Qualitative Research:
 o Focus groups: Gather a small group of potential customers to
discuss their smartphone needs, pain points, and ideal brand
experience.
o In-depth interviews: Conduct one-on-one interviews with key
users to gain deeper insights into their motivations, buying
process, and brand loyalty.

2. Competitor Analysis:

 Identify key competitors: Analyze major players like Apple,

Samsung, Google, Xiaomi, etc., along with potential niche competitors
focused on specific features or demographics.
 Product analysis: Compare specifications, features, design, pricing,
and marketing strategies of competitor smartphones.
 Pricing analysis: Understand competitor pricing strategies across
different segments and product tiers.
 Positioning analysis: Analyze how competitors position their brands
and differentiate themselves in the market.
3. Customer Feedback:

 Conduct surveys: Design surveys to gather feedback on customer

satisfaction with current Nokia smartphones (if any), their experience
with other brands, and desired features in future devices.
 Focus groups: Organize discussions around specific topics like
design preferences, camera performance, security concerns, and
brand perception.
 Social media monitoring: Analyze user reviews, comments, and
mentions to understand customer sentiment and pain points.
 Customer service analysis: Review customer service transcripts and
feedback to identify common issues and improvement opportunities.

2. Product Positioning for Nokia Smartphones:

Nokia's Renewed Focus:

Nokia's return to the smartphone market requires a clear and distinct
positioning that resonates with target customers. Here's how to define their
unique value proposition:
Key message:
 Unwind from constant updates and security concerns. Nokia offers
guaranteed software updates and robust security features, giving you
peace of mind.
 Say goodbye to worries about a dying battery. Nokia's long-lasting
batteries keep you connected, longer.
 Rediscover the joy of a truly clean and streamlined smartphone
experience. Nokia's bloatware-free software focuses on what matters
most – you.
Tasks:

1. Identifying Key Features and Benefits:

 Focus on Nokia's strengths: Build on their legacy of durability,

security, and clean software experience.
 Leverage new technologies: Highlight innovative features like
advanced camera capabilities, AI-powered performance, or unique
design elements.
 Address market needs: Identify unmet needs or pain points
customers face with current offerings (e.g., privacy concerns, limited
battery life).
2. Crafting a Compelling Product Positioning Statement:

 Short, clear, and memorable: Capture the essence of Nokia's

offering in a few impactful words.
 Differentiate from competitors: Emphasize what sets Nokia apart,
e.g., "The secure and reliable smartphone that empowers you to focus
on what matters."
 Target specific segments: Consider developing different positioning
statements for distinct target groups (e.g., professionals, budget-
conscious users).

3. Addressing Customer Pain Points:

 Identify common smartphone frustrations: Battery life, security

breaches, software updates, lack of innovation, etc.
  Highlight how Nokia addresses these issues: Showcase features
like long-lasting batteries, robust security measures, guaranteed
software updates, and commitment to unique design.
 Use competitor comparisons: Demonstratively show how Nokia's
solutions surpass competitor offerings in key areas.

3. Target Audience Segmentation for Nokia Smartphones:

Finding Your Niche:

Nokia's success hinges on understanding and targeting specific customer
segments with tailored messaging and marketing. Here's how to segment
your audience:

Tasks:

1. Segmentation Criteria:

 Demographics: Age, income, location, family status, etc.

 Psychographics: Values, interests, lifestyle, personality traits, etc.
 Behavioral: Smartphone usage habits, purchase preferences, brand
loyalty, etc.

2. Potential Segments:

 Professionals: Focus on security, software updates, long battery life,

and features that enhance productivity. Highlight partnerships with
enterprise solutions or security certifications.

 Security-conscious users: Emphasize data encryption, privacy

features, and regular security patches. Showcase partnerships with
leading security companies and independent certifications.

 Value-seekers: Promote affordability, durability, and reliable

performance without compromising on essential features. Use clear
pricing strategies and value comparisons with competitors.
  Tech enthusiasts: Spotlight innovative features, unique design
elements, and AI-powered functionalities. Partner with tech influencers
and showcase advanced technological aspects.

 Design-focused users: Highlight premium materials, sleek

aesthetics, and collaborations with renowned designers. Utilize
visually appealing marketing materials and emphasize the phone's
aesthetic appeal.

4. Pricing Strategy for Nokia Smartphones: Finding the Sweet

Spot

Nokia faces a crucial challenge in setting smartphone prices. Striking

the balance between profitability, competitiveness, and perceived value is
key to success. Here's how to navigate this critical aspect:

Tasks:
1. Cost Analysis:

 Understand all production and development costs associated with

each phone model.
 Factor in marketing, distribution, and after-sales service expenses.
 Calculate the minimum price required to achieve profitability.

2. Perceived Value and Competitor Pricing:

 Conduct surveys and research to understand customer perceptions of

Nokia's brand value and product offerings.
 Analyze competitor pricing across different segments and product
tiers.
 Identify opportunities for differentiation through pricing that aligns with
perceived value.

3. Dynamic Pricing Strategies:

 Consider implementing dynamic pricing based on market demand,

competitor actions, or customer segments.
 Leverage data analytics to optimize pricing in real-time and maximize
revenue and profitability.
  Ensure ethical and transparent implementation of dynamic pricing to
avoid customer backlash.

Key considerations for Nokia:

 Re-entering the market: Consider introductory pricing strategies to

attract customers and gain market share initially.
 Tiered pricing: Offer different price points across various models to
cater to diverse segments and budgets.
 Premium positioning: If focusing on high-end features and
innovation, price competitively within the premium segment but avoid
undercutting established brands.
 Value proposition: Ensure pricing reflects the perceived value
proposition and emphasizes unique features or benefits.
 Regional variations: Adapt pricing strategies to consider regional
differences in purchasing power and market competition.

5. Distribution Channels for Nokia Smartphones: Reaching the

Right Customers
Nokia needs to choose the right distribution channels to reach its
target audience and optimize sales. Understanding customer preferences
and navigating a competitive landscape are crucial considerations. Here's
how to define your distribution strategy:

Tasks:
1. Assessing Distribution Channels:

 Retail stores: Consider major electronics retailers, carrier stores, and

independent shops targeting your segments.
 Online marketplaces: Leverage popular platforms like Amazon,
regional e-commerce giants, and your own online store.
 Partnerships: Collaborate with mobile network operators, tech
companies, or retailers offering bundled deals or exclusive access.

2. Developing Relationships:

 Negotiate favorable terms with key distributors and retailers based on

sales volume and marketing support.
 Ensure proper training and product knowledge for retail staff to
effectively promote Nokia smartphones.
  Build strong relationships with online platforms to optimize product
listings, promotions, and customer service.

3. Seamless Online Sales Strategy:

 Develop a user-friendly and secure online store with clear product

information, reviews, and purchase options.
 Offer competitive shipping rates, flexible return policies, and secure
payment methods.
 Leverage social media and online advertising to drive traffic to your
online store and promote targeted offers.
Focus areas for Nokia:

 Omnichannel approach: Combine online and offline channels to offer

a seamless customer experience across all touchpoints.
 Direct-to-consumer sales: Consider establishing your own online
store to control brand messaging and offer exclusive deals.
 Strategic partnerships: Leverage partnerships to reach new
customer segments and benefit from existing distribution networks.
 Emerging markets: Adapt your distribution strategy to specific needs
and preferences in emerging markets.

6. Marketing and Communication for Nokia Smartphones:

Reconnecting with the Audience
Nokia's return to the smartphone market demands a strategic and
engaging marketing communication plan. Capturing attention, generating
interest, and building trust are crucial objectives. Here's how to create a
powerful outreach strategy:

Tasks:

1. Multi-Channel Marketing Campaign:

 Utilize social media platforms like Instagram, YouTube, and TikTok to

reach target audiences with visually appealing content, influencer
collaborations, and interactive campaigns.
 Leverage traditional media like TV commercials, print ads, and
targeted partnerships for broader reach and brand awareness.
 Partner with relevant tech publications and reviewers to generate
positive coverage and early product reviews.
2. Engaging Content:

 Create compelling stories and narratives that showcase the unique

features and benefits of Nokia smartphones.
 Highlight real-world use cases that resonate with target audiences and
address their pain points.
 Focus on high-quality visuals and engaging copy that captures
attention and encourages interaction.
3. SEO and SEM Strategies:

 Optimize website and product pages for relevant keywords to improve

organic search ranking.
 Implement targeted search engine marketing campaigns to reach
users actively searching for specific smartphone features.
 Monitor results and adjust strategies based on performance data and
evolving search trends.
Key focus areas for Nokia:

 Brand storytelling: Rejuvenate the Nokia brand story with a modern

narrative that emphasizes reliability, innovation, and user-centricity.
 Community building: Create online communities and forums where
users can interact, share experiences, and provide feedback.
 Authentic influencer partnerships: Collaborate with influencers who
align with your brand values and resonate with your target audience.
 Data-driven decision making: Track campaign performance, analyze
customer feedback, and adapt your marketing efforts accordingly.

7. Sales Enablement for Nokia Smartphones: Empowering

Your Sales Force
A well-equipped and knowledgeable sales team is crucial for effectively
selling Nokia's overhauled smartphones. Providing the right tools and
training empowers them to confidently engage with customers, overcome
objections, and drive sales success. Here's how to build a robust sales
enablement program:

Tasks:
1. Comprehensive Sales Training Programs:

 Develop product training that thoroughly covers technical

specifications, key features, and unique selling points.
 Train on competitor analysis, highlighting areas where Nokia excels
and potential customer concerns.
 Equip sales teams with effective communication and negotiation skills
to confidently convert leads and close deals.
 Offer ongoing training programs to keep sales teams updated on new
product features, market trends, and competitor landscape.
2. Sales Collateral and Presentations:

 Create compelling sales brochures, presentations, and product demos

that showcase the value proposition to different customer segments.
 Provide easy-to-use sales tools and resources like product
comparisons, customer testimonials, and case studies.
 Develop clear and concise pricing guides and promotional materials to
facilitate informed customer decisions.
3. CRM System Implementation:

 Implement a customer relationship management (CRM) system to

track leads, interactions, sales opportunities, and customer data.
 Utilize the CRM for reporting, performance analysis, and identifying
areas for improvement within the sales team.
 Ensure proper CRM training for seamless adoption and effective data
management.

Key actions for Nokia:

 Focus on product expertise: Train sales teams to become product

champions, able to answer technical questions and articulate the
benefits clearly.
 Customer segmentation: Tailor training and sales tools to the specific
needs and preferences of different customer segments.
 Role-playing exercises: Simulate real-world scenarios to help sales
teams hone their communication and negotiation skills.
  Data-driven insights: Leverage CRM data to identify top-performing
sales personas, effective messaging styles, and areas for
improvement.

8. Customer Support and Experience: Cultivating Brand

Loyalty
Building a positive customer experience goes beyond the point of sale.
Nokia must prioritize excellent post-purchase support to retain customers
and encourage brand loyalty.

Tasks:

 Robust customer support system:

o Offer multiple support channels (phone, email, live chat) with
extended hours and multilingual options.
o Empower support agents with in-depth product knowledge and
problem-solving skills.
o Implement self-service options like FAQs, knowledge bases, and
online troubleshooting guides.
 Feedback gathering and analysis: 
o Proactively request feedback through surveys, reviews, and
direct communication.
o Analyze feedback to identify recurring issues, pain points, and
areas for improvement.
o Utilize feedback to enhance product features, support services,
and overall customer experience.
 Loyalty programs:
o Develop reward programs offering exclusive benefits, discounts,
or early access to new products.
o Partner with other brands to offer additional value and entice
repeat purchases.
o Recognize and appreciate loyal customers through personalized
offers and exclusive experiences.
Key actions for Nokia:

 Focus on exceeding expectations: Offer proactive support, go the

extra mile to resolve issues, and personalize interactions.
  Community building: Create online forums or social media groups
where customers can connect, share experiences, and receive peer-
to-peer support.
 Leverage social media: Respond promptly to customer inquiries and
concerns on social media, showcasing responsiveness and care.

9. Launch Event: Making a Splash

A well-executed launch event ignites excitement and sets the tone for
your product's journey.

Tasks:

 Planning and execution: 

o Choose a format (physical, virtual, or hybrid) that aligns with your
target audience and marketing goals.
o Secure a captivating venue or develop a visually appealing
virtual platform.
o Invite key stakeholders, media representatives, influencers, and
potential customers.
 Live demonstrations and testimonials:
o Showcase the product's features and benefits through live
demos, presentations, or interactive experiences.
o Feature testimonials from early adopters or industry experts to
build trust and credibility.
o Generate media buzz through press releases, exclusive
interviews, and social media engagement.

10. Monitoring and Adaptation: A Dynamic Approach

Success requires constantly tracking progress and evolving your
strategy based on data and feedback.

Tasks:

 Set KPIs:
o Establish clear, measurable KPIs for each aspect of your GTM
strategy (sales, marketing, customer support).
 o Track key metrics like market share, brand awareness, customer
satisfaction, and sales volume.
 Regular evaluation and adaptation: 
o Analyze KPIs regularly to identify areas of success and
opportunities for improvement.
o Be prepared to adjust your strategy based on market trends,
competitor actions, and customer feedback.
 Agility and responsiveness:
o Stay updated on industry developments and emerging
technologies to ensure your product remains competitive.
o Be ready to adapt your marketing messages, distribution
channels, and customer support strategies as needed.

 CONCLUSION

In conclusion, Nokia's journey towards revitalizing its position in the

competitive smartphone market is comprehensive and strategic,
encompassing various facets of product strategy, marketing, and customer
engagement. The five-part plan addresses crucial elements, providing a
roadmap for Nokia to reconnect with its audience and regain market share.
The ideation phase encourages diverse thinking through workshops and
brainstorming techniques, ensuring that the conceptual solutions generated
align with customer needs and industry trends. The prototypes presented,
such as the Nokia Morph and 888, showcase innovation and sustainability,
emphasizing Nokia's commitment to cutting-edge technology and
environmental responsibility.
The go-to-market strategy navigates the challenges of pricing, distribution,
and communication. Nokia's pricing strategy finds the delicate balance
between profitability and value perception, offering flexibility for dynamic
pricing strategies and regional adaptations. The distribution channels
outlined prioritize an omni- channel approach, leveraging both online and
offline platforms to reach a broader audience.
The marketing and communication plan demonstrates a nuanced
approach, utilizing both traditional and digital channels to convey Nokia's
brand story. The emphasis on engaging content, authentic influencer
partnerships, and data-driven decision-making aims to create a meaningful
connection with consumers.
Sales enablement focuses on empowering the sales force with
comprehensive training, effective communication tools, and a robust CRM
system. This ensures that Nokia's sales teams are well-equipped to
articulate the unique value propositions of their smartphones to diverse
customer segments.
Customer support and experience, highlighted in the document,
underscore Nokia's commitment beyond the point of sale. By offering robust
support systems, actively gathering and analyzing feedback, and
implementing loyalty programs, Nokia aims to cultivate lasting relationships
with its customers.