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Marketing Strategies Using Which Nokia Is Regaining Its Position In Indian Market

| Published on November 7, 2018

The Glorious Past of Nokia

Nokia had over 60% market share in India in 2007 and many of us would remember Nokia as our first phone. There was a time when people were brand loyal to Nokia and switching or upgrading phone happened within the brand itself. But then slowly as times changed, and the smartphone tide came in, Nokia wasn’t ready for the same and failed miserably. It wasn’t able to cope up with the growing popularity of Samsung and Micromax and eventually disappeared from the Indian market. Nokia that enjoyed a global market share of around 30% in 2011 saw a major dip within the next two years and its market share fell to less than 5% by 2012.


The Comeback

But in past 18 months, Nokia has up its game and launched several smartphones and feature phones. Some of these include Nokia 8 Siroco, Nokia 8, Nokia 7, Nokia 6.1 Plus, Nokia 6.1, Nokia 5.1 Plus, and others.

Nokia broke into the top five feature phone brands in India within a year of re-entering the country.

Nokia has deliberately increased its focus on promotions and advertisements and especially using the digital platform to engage more and more with its audience. The brand is all set to get back to its commanding position in the Indian market. It made a come back by relaunching its flagship product Nokia 3310 and received an overwhelming response from people. This gave the brand some confidence and encouragement to move ahead and they stepped in the smartphone range.

PV Sindhu was roped in as a brand ambassador for smartphones in 2017 and the TVC was well received by the people.

Connecting with Emotions

Then last year, around the festive season, Nokia launched an ad playing high on the emotional connect. The ad showcased a mother-son relationship wherein the son gifts his mother a Nokia phone so that they can stay connected for a longer duration and spend some quality time with each other. This period had set the ball rolling for Nokia again and there was a significant increase in sales for Nokia.

Also Read: 5 Reasons Why Nokia Failed In The Mobile Phone Market

The Latest Campaign

This festive season, Nokia has launched another campaign and Alia Bhatt has been chosen as the face of it. Alia Bhatt today resonates well with the youth and their goals and ambitions and thus proves to be a great choice for being the brand ambassador.

The ad once again plays high on the emotional content. In the ad, Alia is seen capturing different moments with the family members and building a beautiful relation between the festival, family time and the brand.

The campaign is promoted across print, television, digital and OOH and the video has got over 26 million views on YouTube, till date.

To cash in the festive season, Nokia has launched two new handsets with this campaign. Nokia 3,1 plus priced at Rs 11,499 and Nokia 8110 priced at Rs 5,999.

With the campaign ad, Nokia is projecting itself as a phone meant for all age groups and not specifically targeting the youth. After this glorious comeback, Nokia is today competing well with not just the biggies like Apple and Samsung but also the other established players like Oppo, Vivo, Xiaomi etc.

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