Nokia has a new marketing strategy that positions it as a '"challenger"

Nokia has a new marketing strategy that positions it as a '"challenger"
Once upon a time, Nokia ruled the smartphone world. Now, the Finnish based handset manufacturer is revamping its marketing strategy to present itself as a challenger in the industry. Nokia's Chief Marketing Officer Tuula Rytila has been given the task to light a spark under the company's name. Rytila says that from late 2011 to now, Nokia's goal was to make the public aware of the Lumia brand. This included showing off the brand at retail locations.

Now, Nokia is changing its focus although that might not mean that Nokia itself will be spending more money on advertising. Rytila said she will work with Microsoft and other partners to make sure that they have a larger budget for marketing. "There's a lot of noise in the marketplace and we need to make sure our message gets across," the executive said. Last year, Nokia cut its advertising spending by 25% from 2011 to $1.27 billion. Sales also declined from $53.85 billion in 2011 to $38.31 billion,a drop off of 27.9%. "We want to (show) more emotion and be more daring," Rytila stated.  The marketing chief acknowledges that with Nokia no longer leading the way in the smartphone market, the company has to act like a challenger.


Ifi Majid, Nokia's head of product marketing for North America, said earlier this year that Nokia had learned its lesson from marketing the Nokia Lumia 920 with AT&T and applied those lessons to marketing the Nokia Lumia 928 with Microsoft and Verizon. The bottom line is that Nokia needs to give the public a new reason to buy Nokia Lumia handsets.

source: AdAge via CNET, FierceWireless

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149 Comments

118. Alex123

Posts: 241; Member since: Oct 17, 2012

I hope Nokia to make both WP and Android phone for its new marketing strategy.

51. victororodi

Posts: 1; Member since: Jul 05, 2013

is that supposed to be a threat to Samsung or Apple any marketing strategy they come up with their competitors can also do it,the only reason why blackberry n Nokia are not performing well is they dont want to accept reality,Android n IOS covers more than 80% of the smartphone market,why keep using microsoft windows which does not appeal to most people n instead embrace the use Android OS

50. MachidoDen

Posts: 202; Member since: May 30, 2013

Galaxy s4 20 million already And lumia - 2011+2012+2013(Q2) sales==less than 15 million

53. TROLL

Posts: 4851; Member since: Apr 13, 2012

ROTFLMFAO™

93. Potato.

Posts: 607; Member since: Jun 14, 2013

So you are getting likes for posting ROTFLMFAO? Height of stupidity has no limits.

95. TROLL

Posts: 4851; Member since: Apr 13, 2012

20millions S4 sold vs 200.000 Nokiawp8 lumia920 sold in 9months bwahahahaha haaaaa I can't stop laughing™

104. MachidoDen

Posts: 202; Member since: May 30, 2013

Yeah because if someone is telling truth he or she will get likes :D Ateast that like is still better than to wait for those highly graphics games for wimdows :D

149. jackhammeR

Posts: 1548; Member since: Oct 17, 2011

you must be a mere kid living with his parents with no money on you, no perspectives, barely some friends and no other way to spend your free time. If games are your most important indicator then it´s drawing the picture of who you are clear enough.

69. samystic

Posts: 242; Member since: Mar 25, 2012

iPhone sells in billions maybe... does that make it better than S4??? weird logic you have TROLL's little pussycat

96. TROLL

Posts: 4851; Member since: Apr 13, 2012

s2 S3 S4 have sold more than I phones combined. Polrt3

107. MachidoDen

Posts: 202; Member since: May 30, 2013

What do you think ? You are smarter than those billion?? Atleast they will not be trolled after getting a wp device

13. MachidoDen

Posts: 202; Member since: May 30, 2013

Nokia is not even in top 5 in smartphone list Even after releasing lumia series from last 2 years They are falling more and more

22. FlushGordon unregistered

And the Nokia diehards keep on telling to themselves that this is not the case. XD "It's got the GRRRREATEST and most advanced camera in a smartphone, it should sell well" lol

28. MachidoDen

Posts: 202; Member since: May 30, 2013

Camera and camera Nothing more I asked one of my friend that can i play SHADOWGUN ,MASS EFFECT, DEAD SPACE on ur phone?? He said "sorry i have lumia" That guy was trolled among 7 people because others were having android and ios :D

31. TROLL

Posts: 4851; Member since: Apr 13, 2012

Rotflmfao® That's what you get when buying that device™

33. MachidoDen

Posts: 202; Member since: May 30, 2013

Indeed :D

36. Potato.

Posts: 607; Member since: Jun 14, 2013

I asked one of my friend If I can took his phone to capture photos in night.. He said, "Sorry I have Samsung. It is worse in low-light shooting"

40. MachidoDen

Posts: 202; Member since: May 30, 2013

No dont worry my samsung has got flash :D So only stupid people take photos in night without flash

81. Damo579

Posts: 268; Member since: May 18, 2013

WIth a Lumia 92x you don't need a flash to take good pics in low light.

103. MachidoDen

Posts: 202; Member since: May 30, 2013

Then they shudn't give xenon or dual led flash :D For what they are giving flash at back??? LOL if there is no use of flash then simply dont give it

41. TROLL

Posts: 4851; Member since: Apr 13, 2012

Well at least it can take photos, unlike not to be able to play and run those games. LMFAO HAHAHA... ®

42. MachidoDen

Posts: 202; Member since: May 30, 2013

I really pity those windows 7.8 users who cant even take advantage of temple run ,halo etc And.cant even get a recently full updated facebook app Or newly soon available youtube app soon after windows 8.1 comes out This same thing will happen to windows 8 users

47. TROLL

Posts: 4851; Member since: Apr 13, 2012

No once Wp9 will be out Wp8 will be total fragmentation. ®

48. MachidoDen

Posts: 202; Member since: May 30, 2013

Agree :D

85. Potato.

Posts: 607; Member since: Jun 14, 2013

I really pity those android users who have spent 600$ to get a high-end device for a buttery smooth performance but got trolled by Lagxynos.

94. TROLL

Posts: 4851; Member since: Apr 13, 2012

I also pity for those who are still waiting for apps and games. Which lags often is considered than having no apps and games®

106. MachidoDen

Posts: 202; Member since: May 30, 2013

Atleast after spending that much i can replace my battery I can transfer songs without stupid zune I can play highy optimized games I can do anything that wp can't do And yes i can even play any video format files :D

82. Damo579

Posts: 268; Member since: May 18, 2013

Most people don't play these games.... Only people into tech do.

144. jackhammeR

Posts: 1548; Member since: Oct 17, 2011

Iv i were as retarted as you are I would pick up my new phone depending on how many games itncan run. I´m not 11. I don´t play games at all. I don´t need them. For me, you´re an immature kid. It´s not an indicator whether a phone is good or not. You must be incredibly stupid and childish to voice such an argument. You and that troll whoyton.

148. TROLL

Posts: 4851; Member since: Apr 13, 2012

Not Troll... but Fandroids™®®

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