Introduction Organisation Nokia India Pvt. Ltd Problem Nokia stores are internally classified into four categories: Nokia Priority Partners (only stocks Nokia phones), Nokia Solutions Partners (stocks multiple brands), Organised Trade (outlets like The Mobile Store, SPICE, Sangeetha etc.– which stock multiple brands) and General Trade (normal o utlets that stock multiple brands). The visibility of Nokia Products at the store level for all stores, except Nokia Priority Partners has been very low. This is due to increased competition for shelf-space by rival companies like Samsung and Micromax. Nokia has traditionally had a much lower number of models when compared to other players, and has never relied upon share-of-shelf to drive sales. In the past, this was never an issue, with the superlative brand recall and reputation. However, for the past few years, Nokia has lost this brand recall and reputation, and has faced stiff competition from players like Samsung. As a result, Nokia needs to evolve its strategies t o counter this lack of shelf space, while simultaneously improving brand image and recall. Approach Using the principles of an Integrated Marketing Campaign, I intend to analyse the overall situation, and suggest a possible strategy that Nokia can use with regard to Above the Line (ATL) and Below the Line (BTL) solutions. I will draw upon my summer internship experience to help me fashion an effective strategy for Nokia. Competition Samsung Samsung is the second largest selling brand of mobile phones in India, with a share of nearly 15% of the market. In contrast, Nokia, the market leader has a share of nearly 30% i . Samsung is much better positioned in terms of the Smartphones market, with a share of nearly 30%. Nokia has a share of around 38%, and is the market leader in India. Apple and other large OEMs have yet to make significant in-roads in the Indian Smartphone market. Samsung has a variety of phones in its portfolio, starting from the very basic Samsung E 1170, to the ultra-high end Samsung Galaxy S series. Samsung has been in the dual/multi SIM arena for several years now, and commands a 15% share. Nokia, which is a v ery recent entry into this part of the market, has a share of 17%. Given below are examples of what Samsung POP material and Product SKUs look like:
