1. NOKIA 6630
A Product Development & Launch
Case
Presented by:-
Shantanu Bera
Mrityunjay Das
Sadhana Devi
Atindra kundu

2. Nokia in Brief
• Nokia's roots go back to 1865, when the Nokia
wood-pulp mill was founded. In 1967, upon the
merger of three separate companies.
• Mobile revolution 1992-1999
• 1992 Jorma Ollila becomes CEO of Nokia
 (access to international finance markets)
• 1994: World’s first satellite call made using a
Nokia GSM handset
• 1998 Nokia becomes the leader in mobile
phones

3. Competitive Strategy
 Increase distribution channel
 Adjust preferences for specific market
 Aggressive Pricing
1) for middle income group Penetrating pricing
strategy
2) For upper income group Skimming Pricing
strategy.
 Promotion Strategy

4. Cont:
 Technological differences between the
competitor's are minimal so they all compete
mainly on price and specially on design
innovation.
 So all of them adopted price cut strategy and
renewal throughout the product portfolio.
 To combat competition Nokia implemented world
wide low price strategy for most of his product
portfolio.
 In 2003 Nokia introduce 40 new Models on all
product portfolio to gain leadership

5. Competitive Strategy cont:
 Changed its structure from 3 business groups:
Mobile phones, Networks and Enterprise solution
to 4 business groups so as the Mobile phones
was divided into Mobile phones and Multimedia.
 Constant innovation
 Separate department for Mobile phones and
Multi-media
 Using advanced features and applications that its
rivals does not have.
 First to introduce Imaging, games, Entertainment,
Media as Mobile features

6.  Nokia uses a pricing strategy that best suits the
product.
 Market Penetration- Entry level mobile like Nokia
1100.
 Market Skimming- Premium series like Nokia
6630(3G)
 Hence, The Strategy which was used for N-Series
& E-Series, 3G series was Market Skimming.
 Most user friendly mobiles phones compared to
its competitors.
 Huge investments in promotions

7. Current and Future threats
 Threats from China mobile phones which are
giving many features in a single phone
 China mobile made copy of Nokia
 Orange, Vodafone and 02 and many others
operators are globally selling their run brands of
phone.
 High imports Charges.

8. Positioning
 Yes Nokia was clear in their positioning strategy
 Entry Level( Rs 2500-6000): Nokia targeted low
income people and first time mobile buyers in the
series.
 Classic series 40 and 60 (Rs 7000-17000): Nokia
targeted decent people in this series. These sets
includes are 6300, 6233, 6120 etc.
 N-Gage Series (Rs 8000-16000):Nokia Targeted
game includes like play station, PSP, Xbox etc.

9.  Xpress music (Rs 13000-35000): In this series
music lovers are targeted sets are 5220,
5310,9800 etc.
 N-Series, E-series, 3G: New generation people
and premium seekers sets like 6630, N70, N73,
N95, E51, E66.

10. Product life cycle of NOKIA
Maturity
Nokia Symbian
& N- Series, 3G
Decline
Nokia 30 & 40 Series
Growth Sales curve
Nokia E- series,
Introduction
The Concept Phones
Time

11. BCG Matrix of NOKIA
N-Series, 3G Premium Series
Question
Stars
Mark
Cash
Dogs
Cows
Entry
N-Gage
Level

12. New product Development
 Market share and Sales were declining, this
emphasizes on NPD strategy
 The stiff competition is given by especially
Samsung, LG, sony.
 Other players are providing better mobile phones
that too at cheaper rate and People who are price
sensitive switch over to cheaper mobiles, since
switching cost is low.
 Bargaining power of the buyer is high, so
constant innovation and product development is
necessary.
 Product Life cycle shows decline in nokia, so for
product extension New Product development is
required.

13. Product Life Cycles:
mobilephones
Development Typical life cycle

14.  Like Nokia developed a totally New product, a 3g set
Nokia 6630.
 An innovative 3g set with always-connected
Internet,mobile broadband access to multimedia
contents, living video streaming and video
conferencing.
 Nokia 6630 is the only 3G phone introduced to date
that is designed to work on 3G, EDGE and 2G
networks around the world.
 view important documents in formats like Microsoft
Word and PowerPoint while being away from the
office.
 considered an effective substitute for a normal mobile
phone, a PDA, a digital camera, and more.
 Introducing phones with flash light for rural india.

15. Future suggestions
 Nokia is doing its business at its best but
due to its recent downfall in its brand image
has coaused Nokia to loose its market
share.
 Nokia should focus more and more on
Promotion and regaining its image back.
 Constant innovation required regarding:
1. Design
2. Price
3. Service offering