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Nokia Brand Audit

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by

manoj kumar

on 3 July 2012

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Transcript of Nokia Brand Audit

Research & Methodology
Results
Analysis
Brand Audit - Nokia
Strengths
Weakness
Threat
Opportunity
NEED OF STUDY
RESEARCH OBJECTIVE
RESEARCH INSTRUMENTS
SCOPE OF BRAND AUDIT
PRODUCTS
NOKIA HISTORY
BRAND ELEMENTS
BRAND USAGE
PURCHASE INTENT
Owned cell phone price
UnAided Recall
iphone 18.18%
Motorola 4.55%
nokia 45.45%
samsung 20.45%
BLACKBERRY 11.36%
Worlds No.1 Mobile Phones Company
More than 150 years in Market
Innovators in the Telecom Industry
5th most known brand
Serving more than 150 countries
Fahad Ahmed
Manoj kumar
Muhammad Ali
Ehtisham mehboob
Atif Musheer
The mobile era begins
GSM Revolution
Top of the World
One BILLION MARK
Alliance with MICROSOFT
• Quality
• Durability
• Appearance
• Price
• Warranty
• Service and Support
• Resale
Tune
Logo
Nokia World Wide
Loyalty
Attachment
Warmth
Trust
Self Respect
Exciting
Engagement
High Quality
Credibility
Superiority
Innovative Features
Design
Reliability
Maintenance
User Profile depends on type of mode
Age, Gender, Income Levels
Psychographics
Cellular Phone
SWOT Analysis
Strength
Distribution Network
1st Mover Advantage
Warranties
After Sales Services
Strong Brand Name
Wide Range of Product
Weakness
Not very popular in Higher SEC segments
Smartphones need major work
Opportunity
Well established brand name
More than 100 million subscribers
New trend of keeping 2 cell phones
Cheaper subscriber Packages
Threats
Poor SmartPhones
China mobiles
Operating System
BLACKBERRY 18.18%
NOKIA 54.55%
SAMSUNG 27.27%
Between 5,000 ~ 15,000 18.18%
Between 15,000 ~ 40,000 36.36%
Between 5,000 ~ 15,000 45.45%

NO 72.73%
yes 27.27%
Full transcript