Nokia Company Overall

Nokia as a company Overall

Nokia has detailed many personality characteristics for its brand. The main focus of Nokia is relationship marketing; the company personality is like a trusted friend. Building friendship and trust is the main objective of the Nokia brand. When Nokia positions its brand in the crowded mobile phone marketplace, its message is to “bring people together”. This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer.

“Over the final quarter of 2012, Nokia saw a 12 per cent improvement in the number of customers saying they would get a Nokia next time; from 30 per cent in September 2012 to 42 per cent in December 2012”. - Telcoinabox 2012

Nokia is the market leader in the mobile phone market place; but in the recent years it has been struggling to defend its market leader position as other companies such as Apple, Samsung and Android are now growing on a fast rate; developing new phones that are suitable for the customers. Nokia has been declining due to the fact that is not developing new phones that can compete. In 2011 they released the Lumia series, so they can try and at least keep up with their competitors such as the IPhone or the Samsung Galaxy. If Nokia keeps this up it can lose a great market share in the next 5 years with their existing competitors and new competitors in the near future.

“Nokia has announced the departure of its head of sales as the struggling mobile phone maker, beset by competition from Apple and Samsung and an under-par new product launch, slumped to a loss of £1.1bn.” – The Guardian, UK 2011

In my opinion I think Nokia should look at their marketing techniques and apply them, to new markets, Nokia has the advantage of expanding due to the fact that is a highly know brand. There are many gaps in which they can expand; they can go into laptops, headphones, and other electronic devices. They can make a new global culture of electronic devices in which consumers buy all of their gadgets because it’s the style of that era, They can also try and improve products that are already in the market such as the IPhone, Furthermore Nokia can invest into new markets; they have fewer risks since they are globally know and they can enter a market and quickly gain market share, since they are well known worldwide and they have a reputation of having good quality products.

“Nokia introduced two Asha phones, which will be sold in Asia, Russia, Africa and Europe, including the Nokia 105 with a 35 day battery life and a 15 Euro (about $20 US) price tag, and the Nokia 301, a 65 Euro phone with video streaming, 3.5G internet, and Nokia Xpress browser, launching in more than 120 countries.”- Live Side Net
In conclusion Nokia should start planning and applying marketing techniques to new markets or start by developing new products into existing markets. They are now losing market share, since they are not doing anything about it they should start to reconsider and make changes in the company to keep it stable and not lose in big opportunities. I think they are missing in not exploring the development of their brand as a force for social good as well as for commercial gain. They have many powerful claims in this area such as the efforts they are putting into eco-phone design which I think could move them onto a powerful new powerful market. Nokia has to invest into new departments such as the Research and Development, so they can come with new products to extend their line; nevertheless Nokia has to keep their loyal customers, other competitors are taking their customer loyalty slowly since their products offer new things and benefit the user; this is where Nokia needs to improve in.

“1,497 users in Europe and 987 in the US that showed a decline in Nokia’s customer loyalty. The survey found 63% of current Nokia users in Europe, compared to 74% last year, plan to buy another Nokia as their next device; 50% in the US.” -BusinessWeek