Nokia plots new 'disruptive' global marketing strategy

Nokia: plotting "bold" and "disruptive" new global marketing strategy
Nokia: plotting "bold" and "disruptive" new global marketing strategy

Nokia, once the undisputed king of the mobile handset market, is looking to deliver a new "disruptive" global marketing strategy to arrest its declining market share.

The appointment of JWT Worldwide to its estimated global £80m ad account follows a management reshuffle at the handset manufacturer, which resulted in the departure of vice president of global brand strategy Steven Overman and vice president of product marketing Ilari Nurmi.

In repositioning itself as a challenger brand, Nokia is hoping to reverse the long slide in its market share that saw Samsung finally break its 13 year grip on the top spot last year, with a market share of 22% to Nokia's 19.1%.

Tuula Rytilä, chief marketing officer at Nokia, said: "In many ways, we've changed the way we market Nokia and our products. At the core of Nokia brands are attributes such as quality, innovation and relevancy."

She added that Nokia is aiming to "evoke a stronger emotional response", alongside its current brand qualities such as "quality, trust-worthy, ethical and innovativeness".

"As a challenger in the mobile market, we want to be bolder in order to make our point clearer. And importantly, what we do, needs to resonate with the consumer."

Nokia is expected to focus on retail and digital marketing, to target the majority of consumers seeking out information online before purchasing their smartphones.

Third-placed mobile manufacturer Apple has also been capturing market share at Nokia's expense and recorded a 50% increase to 7.5% in 2012 from 5% in 2011.

This trend continued in Q1 2013 as the Finnish firm's share fell almost 5%, from 19.7% to 14.8%, while Apple's share rose to 9% and Samsung's increased to 23.6%. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Mark Zuckerberg lookalike turns to therapy in WeChat ad
Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps