Product Development Of Nokia In India

GLOCALISATION OF NOKIA IN INDIAN GROUP 7 MARKET

BACKGROUND OF NOKIA Nokia Corporation is a Finnish Multinational telecommunication corporation, founded in 1865. Started operations in India in 1995

Deals in mobile phones, multimedia and enterprise solutions. It presently operates through offices in New Delhi, Mumbai, Kolkata, Hyderabad and Ahmedabad. Nokia has established itself as the market leader in the mobile devices market in India.

THE DISTRIBUTION EDGE India has around 95,000 mobile selling outlets out of which 50,000 outlets sell only Nokia mobile phones Initially started distribution in partnership with HCL In distribution NOKIA is the leader The price of the mobile dictates the type of outlet, as even grocery shops and stationary shops sell mobile phones Nokia is a key supplier to all the top five GSM operators including Bharti, BSNL, Hutchison, Idea and BPL Has setup concept stores for the customers complete experience

INVESTMENT IN MANUFACTURING R & D CENTRES

MUMBAI

BANGALORE Largest centre

HYDERABAD

Nokia has set up its mobile device manufacturing facility in Chennai(2005), India to meet the burgeoning demand for mobile devices in the country

PRODUCT DEVELPOMENT

Talking alarm feature in 5 languages-Hindi, Tam Marathi,Bengali & Gujra

NOKIA 1100 Made for Phones with FM radio Nokia 3210 INDIA phone Nokia1680 1st phone with SMS facility in Hindi, HINDI MENU Marathi & Malayalam

CDMA with Reliance infocomm

MOBILE WHICH BROUGHT REVOLUTION IN INDIAN MOBILE MARKET First made for INDIA mobile

DUSTPROOF keypad & front face

Mobile with HINDI MENU

Sides are non slip For humid weather

Mobile with a TORCH LIGHT

User friendly or easy to use

ROLE OF ADVERTISEMENT Nokia as a brand has been able to address all the five needs of Indians to various degrees at various stages

RATIONAL

EMOTIONAL

ASPIRATIONAL

PHYSICAL

ROLE OF ADVERTISING

Nokia basically makes different ads for different regions BRAND AMBASSADORS OF NOKIA ARE

Shahrukh khan (became ambassador in December 2007) Priyanka chopra (became ambassador in October 2008)

RELIGIOUS OR SPIRITUAL

EXPANSION OF MARKET NOKIA Initially made phones only for the urban market but later entered the rural market. Internet facilities for the rural market Nokia mobile vans – Consumer education programme Shared phone

Life tools (in collaboration with idea cellular ltd) New entry level phones with feature-rich handsets Collaboration with Siemens

Getting the basics right Nokia has understood the Indian customer very well. The whole transition has happened after Nokia 1100 as it glocalised Nokia in true sense in India. Nokia handsets are extremely user friendly & this feature helped Nokia in becoming a household name in India. (because even people who don't understand English can operate it very easily ) Nokia has put special emphasis on connectivity through product management. (in most of the rural areas the network is still a problem and that's where Nokia scored over others ) Their product development has worked as the most powerful tool. So basically they have got the basic things right like connectivity & reliability.