Nokia in top 20 of Most Exciting Youth Brands of India (Spoiler: Number 1)

According to the Economic Times, Times of India, Nokia is in the top 20 of the most Exciting Youth Brands in India. Nokia is very popular in India, but their iron grasp has been weakening. At Nokia World Blanca Jutti said that Nokia’s new focus would be on the Youth, with devices like the Asha (and Nokia’s overall image just being that bit more modern and in touch with ‘the kids’).

What excites the youth in India is totally different, and the Top 5 brands in our survey are living proof. Nokia bags the first place and the next four show the total dominance of the soft drink majors with Coca Cola, 7 Up, Thums Up and Mirinda.

http://economictimes.indiatimes.com/features/brand-equity/check-out-the-top-20-most-exciting-youth-brands/articleshow/11981931.cms

Nokia apparently makes up in excitement what it has (unfortunately) lost on trust – with campaigns running making it seem as an ‘ally’ or ‘best friend’. Well, whilst that’s all good and all, Nokia really needs to address that the Indian market is extremely versatile. Low ends must be catered for but also to be good value for money. The same can be said for the high end where it seems features and desirability come top priority.  They know what great products are or products that are highly lusted. They cannot and will not be enticed simply by nostalgia (as there possibly is not much given that they are the youth).

Brands must evolve and adapt to ever changing markets, in products and in image. Nokia hasn’t been the best, sadly even in its strongest markets (like not keeping up with the dual sim or super smartphones), allowing competition to nudge their way quite easily. Listen to what’s important to these young consumers and capitalise on their interests.

Source: indiatimes.com
Thanks Pradeep for the tip!

Category: Nokia