Nokia looking at youth market to rejuvenate brand?

According to marketweek, in order to stay competitive in the smartphone business, Nokia is realigning its brand towards younger consumers.

Nokia’s head of Marketing for UK and Ireland, Jon Nichols says this would apparently help Nokia tap into the “next generation of mobile purchasers”.

We’ve seen a lot of Nokia’s low-mid range phones with bright range of colours already trying to appeal to the youth market. You might even remember more recent campaigns with British boyband,  One Direction.

One thing youth market likes is to

a) fit in

b) have the coolest, most desirable stuff

They might not have the direct buying power, but they know what’s popular right now and that ISN’T Nokia (in UK). Here, it’s just iPhone, BlackBerry, and maybe an Android. Unfortunately the least desirable thing to have is a Nokia. I don’t think phones like the C2-03 is going to help Nokia’s desirability. Their mindshare here is as rich as the next debt-filled student. We desperately need a flagship. Raise the profile, raise the brand, then it’s ok to have those low-mid handsets.

Apparently all will be revealed at Nokia World, indicating precisely the “rejuvenated brand and tone of voice”.

Source: marketweek

Category: Nokia, Rant, Windows Phone