The Hindu Business Line : No slowdown call for Nokia

Mr Devinder Kishore, Director (Marketing), told Business Line recently on the sidelines of its event ‘Evolving Together’ held in New Delhi that as Nokia has a product for everyone, its focus would continue to be driving demand and building aspiration for the brand.

“From a marketing perspective, I believe, whatever the situation, the role of a good marketer is to create strong value for devices and services,” Mr Kishore said.

“In that light Nokia is an end-to-end player. We cater to the mass end of the market with phones priced as low as Rs 1,200 and we go right up to multimedia convergence devices at Rs 40,000 to Rs 50,000 a piece. We have a range which allows us to position our devices and services at different price points and value propositions,” he explained. Mr Kishore said, “Consumers can exercise their choice as to which particular model they want to buy, and that’s what will continue, time recessionary or not. My role is to help consumers make a choice depending on what features, functions and experiences they want from their device.”

Does that mean consumers would continue to buy, but perhaps, downgrade to cheaper models? Mr Kishore said he could not comment on that as the slowdown is a pretty nascent phenomenon.

“Nokia launches 40-odd devices every year. Now, we have launched nine devices at the entry end of the platform, in July-August we launched the E71, E66, N96 (high-end devices).

Building aspiration

“We have a Nokia for everyone, our aim is for consumers to buy what suits their requirements and budgets the best. As a marketer, my role will be to continue to drive demand and build aspiration for my brand,” he said.

In reply to a query, Mr Kishore said the company was not doing any marketing that was specifically recession-related.

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