CASE STUDY

ON

PRODUCT AND BRAND MANAGEMENT

SUBMITTED BY
Group: Breaking Dawn Section: A Batch: 16th Session: 2009-2010

SUBMITTED TO
Rafiuddin Ahmed Assistant Professor Department of Marketing University Of Dhaka

SUBMISSION DATE
March 7, 2013

Group Profile
Breaking Dawn
Creating New Ideas

SL.NO.

NAME
Md. Minar uddin Radia Chowdhury Quazi Mahfuza Rahman

Email ID
minarmktdu@gamail.com Radia3990@gmail.com mitul_2690@yahoo.com

ROLL

01. 02. 03. 04. 05.

25 133 145 155 159

Afsana Ahmed Wajahat Noor

bosom_bluemoon@yahoo.co m wnh_du@yahoo.com

Batch: 16 t h Section: A Group leader: Quazi Mahfuza Rahman Roll: 145

Nokia- Building A Powerful Technology Brand

1. Answer:
Consistently well managed across all markets Successful in lending personality to its products, without even giving them names Putting across the human face technology-taking and dominating the emotional high ground Building friendship and trust is at the heart of the Nokia brand Using a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies Giving a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. Focusing on the consumer and his needs in case of product design

Make a summary of the success factor of

NOKIA.

2. Answer:

How NOKIA position itself in the market as a

leader?
"Only Nokia Human Technology enables you to get more out of life" "We call this human technology" Nokia thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies

3.

Only Nokia Human Technology enables you

to get more out of life. Why NOKIA claims that? Answer:

Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself.

4. Answer:

How NOKIA defeat others in their product

design?
Nokia gives a great deal of thought to how the user of its phones will experience the brand and how it can make that experience reflect its brand character. Special features in product design of Nokia that defeat others are given below: The shape of phones is curvy and easy to hold The large display screen The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user Soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Nokia designers describe it as the "eye into the soul of the product".

5. Explain Answer:

what

are

the

powerful

branding

strategies for NOKIA?

The powerful branding strategies for Nokia: Create winning device Embrace customer internet service Deliver enterprise solution Reliability

Proper customization Offer color to fit personality, mode or image of the person Building friendship and trust at the heart of the Nokia brand First-class logistics and manufacturing