Nokia's brand "Pa" Road: Positioning and the market - Nokia, Nokia mobile phones - household appliances

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Nokia


The "tyrant" Road in two ways. First, it and the positioning Master Reese (AlRies) summed up the brand runs counter to the precepts, but success in a cutthroat competitive cotton buds


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Industry champion brand. Second, it is not a flash in the pan champion brand, but brand advocates, brand share and brand preference in the ranking are occupied first, firm does not fall for three consecutive years.


<BR> Contrast with Nokia is the Chevrolet. Chevrolet sales in the past is the best American car brand. In 1986, GM's Chevrolet sold 1,718,839 vehicles departments. So it has to provide all products for each idea, it really did: the expansion of product lines covering large, small, cheap, expensive car ... ... or a truck. Today, Chevrolet sold a year in less than 100 million vehicles, a Ford market share came in after.


<BR> Chevrolet is a "brand of 22 law" mentioned at the opening of a book case. Location Master Reese and daughter Laura (LauraRies) co-operated, will sum up the brand survive the death of the Road for the 22 rules. Held a similar mistake a lot of masters, American Express is to the credit card, Levi? Strauss of the jeans, there is the expansion of P & G toothpaste products. Market share decreased over time show, without exception. A sobering conclusion is that brand strength and inversely proportional to its size. Expand the product line gain short-term interest, violations of the brand, destroyed a long-term.


<BR> However, this happens when Nokia has another version of the body.


<BR> Public information, in 2000 Nokia launched seven new models in 2001, 10, 2002 15. Launched in 2003 included 14 phone support for the Chinese market first button input and handwriting input combination 6108. Today you can find the Nokia website 77 different phone models. Nokia three syllables may be a manifestation of the high-end luxury, it can be less than 300 products; business people can be stable, reliable partner, it can be the new darling of fashionable men and women; it can be camera phones, music phones, smart phone ... ...


<BR> Seems Nokia is doing and Chevrolet used to do indistinguishable. Different market performance.


<BR> 2004, Nokia's market share in China, 16.13%, to less than three percentage points edge over old rival for the first time


Motorola


Become the boss and lead the Chinese market so far. Four years, Nokia and the second, widening the gap between the three gradually over the two combined. According to company earnings, Nokia 2007, sold in the Greater China 7,070 million handsets, up 38.6% over the previous year. Nokia, China has become the world's largest single market, accounting for 13% of global sales. Global market share of 40% for the first time, the overall business achieved 33.9% gross margin. This year, Motorola introduced new models in China, only 13, Nokia introduced the 37 models.


<BR> Not only strong market share growth, brand preference advocates degree and have excellent performance. "World managers" This announced the "Top Ten Brand managers survey" results showed that the recent three consecutive years the Nokia brand advocates, brand share and brand preference, both ranked No. 1. Market research company Synovate, a newly released survey, said the first quarter of this year, Nokia's brand consumer preference historic 57%, the young consumer preference further increased to 62%.


<BR> Is the data suggest the expansion of law Rees met the exception, or the Nokia brand management while winning Famennian?


<BR> Back to basics: people


<BR> 1993, Nokia launched the first GSM mobile phones in China. The fact that many people may have forgotten, even at the time, it also reflects a light shining in another epoch-making change more under.


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