Marketing strategies

Nokia historical logo was “three arrows” that were created in 1966, the company then devise it’s presently used
organizational slogan “connecting people”. This slogan was design by Ove’ Strandberg. The company is the world
6th “most loved and fastest growing brand of the world”. All this was possible due to Nokia consistent
organization wide supportive culture, shared values and vision.
The company had segmented the market in two areas: urban and rural consisting of males and females of age
group between 22-50. All the three types of users including high-users, medium users and light-users are part of
it.
The focus of the marketing efforts of Nokia is mostly on handset manufacturing only. The company is constantly
enhancing its product portfolio by inventing constantly new models.
Nokia use two types of branding strategies. Upscale buyers and Economy seeker. For upscale buyer the company
built its brand with high-end multimedia handsets, while for economy seeker in emerging markets its branding
strategy focuses on providing economical handsets.
The pricing strategies used by Nokia vary from situation to situation and from product to product. For cutting-
edge technological products that are newly designed by the company R&D, the company use first the skimming
marketing strategy, and then decrease the price.
The company success can be traced to the excellent promotion activities carried out by the organization. The
company use integrated marketing communication to promote its various products in different region of the
world.
 Conclusion
Over the last two decades the mobile-phone market has gone through tremendous changes,
with unbelievable products and rapid growth in the market. The growth of the market is still
continued.
Nokia is using its creative marketing strategies to hold its market share through strong
positioning and competitive strategy in order to beat the competition.
The company sales performance has been increase dramatically in the past few years,
although it has lost a portion of its market share to new rivals in the market.
Nokia e-business strategy has helped the marketing strategist to better plan their product
offerings, keeping in view the latest trends of the market. The products are designed and
manufactured keeping in view the needs and wants of its target market.
The company is still using its aggressive marketing strategy to boost its network, and market
development strategy to target new markets from around the world. Nokia has come up with
new place strategy by opening of the retail outlets known as “Nokia Priority”.
If the company continue to tailor its marketing strategies according to the needs and wants of
the target market, its chances for success in the market will increase even more.