Brands & Branding and Private Labels Case Study

Nokia: The Brand and its Future in India

OR

Abstract:
The cellular phone market in India has been recording significant growth since the late 1990s and is the fastest growing in the world. Nokia, the world leader in cellular phone communications entered India in 1995. Since then the Nokia brand has been steadily growing and has gained wide acceptance in the Indian market. India is the third largest market for Nokia, in terms of its net sales as of 2006. Nokia is one of the most trusted brands in India and leads other cellular phone brands in terms of market share, advertising and customer service. The innovative technologies, user-friendly features and affordable prices contributed to Nokia's success in India. The case facilitates discussion on Nokia's brand building strategies in India. It also allows for discussion on the future of the Nokia brand and the cellular market in India.

Pedagogical Objectives:

• To analyse the role of brand image in sustaining market leadership
• To analyse the competitive scenario in the cellular market in India
• To discuss the strategies of Nokia in India
• To analyse the localisation strategy of Nokia as a major tool for gaining market leadership
• To analyse the future of the Nokia brand in India.

Keywords : Nokia; Branding; Cellular Phone Market; Marketing Strategy; Market Leadership; Localisation Strategy; Advertising Strategy; Brand Image; Market Entry Strategies Case Study; Competition