labels: Brand Dossier, Marketing
Replacement demand the next thing for Nokia; SRK new brand ambassador news
24 December 2007

Mumbai: Market favourite Nokia is anticipating huge demand for its cell phones from the replacement market.

According to Nokia India marketing director Devinder Kishore, of the approx. 21.5 crore mobile users, many have been using their phones for a long time, and are likely to opt for new phones soon. He was speaking on the sidelines of an event that announced the appointment of Bollywood star Shah Rukh Khan as the company's latest brand ambassador.

Globally, India is the second largest market for Nokia.

Kishore clarified that the duration of use of a handset is a personal preference, something that would be difficult to predict. However, citing data from a study conducted by Voice and Data magazine, which attributes a huge 70 per cent market share to Nokia in India, Kishore said Nokia launched 40 models over the last financial year, adding that the pace would not slacken in the coming year as well.

Kishore added that the synergy between Nokia's brand and Shahrukh's brand leverage on the youth connect and trendy and tech-savvy image of the star.

Speaking at the same event, Bollywood star Shah Rukh Khan said endorsement by celebrities does not necessarily result in increase in sales of the product, to which Kishore clarified that sales are driven by many factors, and celebrity endorsements help building a strong brand preference in the consumer's minds.

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Replacement demand the next thing for Nokia; SRK new brand ambassador