Nokia- Marketing Strategy In India
...and expansion strategies in India.
Nokia Corporation a Finnish multinational communications corporation, headquartered in Keilaniemi, Espoo, a city neighboring Finland's capital Helsinki. Nokia is focused on wireless and wired telecommunications. Nokia India is a subsidiary of Finland-based Nokia Corporation. Nokia has played a pioneering role in the growth of cellular technology in India.
In the past one decade, Nokia has emerged as one of the most recognized brands in India, surpassing some of the Indian business conglomerates in terms of revenues. The case describes the marketing strategies of Nokia in India and examines how the Nokia brand has become synonymous to mobile phones in the country. While Nokia considers India as one of the most important markets for its future growth, the company has been facing stiff competition in the recent years from Sony Ericsson, Korean players like Samsung and LG. The report highlights Nokia's strategies to compete with its close rivals.
The report gives analysis of research done by us about its marketing strategies in India. We conducted the survey of handset users and retailers.
INTRODUCTION:
By most accounts, India is among the world's fastest-growing markets for mobile phones. The country has some 170 million subscribers and adds 6 million to 7 million more each month. (China, in contrast, adds 5 million subscribers, and the U.S. 2 million subscribers a month.) Recognizing this potential, several global telecom giants jumped into the fray when the Indian government first opened up the country's telecom market to private enterprise in 1994. Among them, one company -- Finland-based Nokia -- forged ahead of rivals and today commands a lead position in market share for mobile phones (also called "handsets"). In specific segments, such as GSM telephony, Nokia's market share in India is as high as 70%. (GSM,...
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