INTRODUCTION TO THE ORGANIZATION Company Information

NOKIA is the world leader in mobile communications backed by its experience, innovation, user-friendliness and secure solutions. It is a very well known company having its vast offices world wide. Their specialized product is cellular phones. They have many house hold items as well. A lot of brands selling and manufacturing cell phones and mobiles are in the market but Nokia cell phones are the leaders in the race. With over a dozen varieties and models lining up every day the customer is left in confusion as to what to buy. With the market gearing up with new companies in the foray Nokia manufactures have accepted the challenge. They are coming up with latest technologies being put to test. The company believes in customer satisfaction and that is the success of their being the leaders in cell phones.

Who are the Nokia Company?

"Nokia is the world's leading mobile phone supplier and a leading supplier of mobile and fixed telecom networks including related customer services." That is a quote directly from their web site Nokia.com. That is a big statement so are they really as big as they claim. Especially considering the emergence of Apple into the phone market. Nokia are a multinational corporation from Finland with global annual revenue of over 40 billion Euros and over 130000 employees world wide. 2 What are Nokia?

Nokia are the worlds largest manufacturer of mobile phones with around 30% global market share. 3 Where are Nokia?

Headquarters are in Kelaniemi in Espoo near to Helsinki. They are multinational having employers in over 120 countries. THey are also found on the internet at Nokia.com and also on many of the country specific sites.

HISTORY OF NOKIA
Everyone has a need to communicate and share. Nokia helps people to Fulfill this need and they help people feel close to what matters to them. They focus on Providing consumers with very human technology technology that is intuitive, a joy to Use, and beautiful. NOKIAS FIRST CENTURY: 1865-1967 The first Nokia century began with Fredrik Ides tams paper millOn the banks of the Nokianvirta river. Between 1865 and 1967, the companywould' 'become' 'a' 'major' 'industrial' 'force;' 'but' 'it' 'took' 'a' 'merger' 'with' 'a' 'cable Company and a rubber firm to set the new Nokia Corporation on the path to Electronics... 1865: The birth of Nokia Fredrik Ides tam establishes a paper mill at the Tammerkoski Rapids in southWestern Finland, where the Nokia story begins 1898: Finnish Rubber Works founded ArvidWickstrm founds Finnish Rubber Works, which will later become Nokia's rubber business. 1912: Finnish Cable Works founded Eduard Poln starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses. 1937: VernerWeckman, industry heavyweight Former Olympic wrestler VernerWeckman becomes President of Finnish Cable Works.

1960: First electronics department Cable Works establishes its first electronics department , selling and operating computers. 1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants

1967: The merger Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.

THE MOVE TO MOBILE: 1968-1991

The newly formed Nokia Corporation was ideally positioned for a pioneering' 'role' 'in' 'the' 'early' 'evolution' 'of' 'mobile' 'communications.' 'As European' 'telecommunications' 'markets' 'were' 'deregulated' 'and' 'mobile networks became global, Nokia led the way with some iconic products... 1979: MobiraOy, early phone maker Radio telephone company MobiraOy begins life as a joint venture between Nokia and leading Finnish television maker Salora. 1981: The mobile era begins Nordic Mobile Telephone (NMT), the first international mobile phone network , is built. 1982: Nokia makes its first digital telephone switch The Nokia DX200, the companys first digital telephone switch, goes into operation 1984: MobiraTalkman launched Nokia launches the MobiraTalkman portable phone. 1987: MobiraCityman birth of a classic Nokia equipment is used to make the worlds first GSM call . . 1991: GSM a new mobile standard opens up Nokia launches the MobiraCityman, the first handheld NMT phone. MOBILE REVOLUTION: 1992-1999 In 1992, Nokia decided to focus on its telecommunications business.' 'This' 'was' 'probably' 'the' 'most' 'important' 'strategic' 'decision' 'in' 'its history. As adoption of the GSM standard grew, new CEO JormaOllilaput Nokia at the head of the mobile telephone industrys global boom and made it the world leader before the end of the decade... 1992: JormaOllila becomes President and CEO JormaOllila becomes President and CEO of Nokia, focusing the company on telecommunications . 1992: Nokias first GSM handset Nokia launches its first GSM handset, the Nokia 1011. 1994: Nokia Tune is launched Nokia launches the 2100, the first phone to feature the Nokia Tune 3

. 1994: Worlds first satellite call The worlds first satellite call is made, using a Nokia GSM handset. 1997: Snake a classic mobile game The Nokia 6110 is the first phone to feature Nokias Snake game. 1998: Nokia leads the world Nokia launches the world's first WAP handset, the Nokia 7110. 1999: The Internet goes mobile Nokia becomes the world leader in mobile phones .

NOKIA NOW: 2000-TODAY Nokias story continues with 3G, mobile multiplayer gaming,multimedia devices and a look to the future... 2002: First 3G phone Nokia launches its first 3G phone , the Nokia 6650. 2003: Nokia launches the N-Gage Mobile gaming goes multiplayer with the N-Gage. 2005: The Nokia Nseries is born Nokia introduces the next generation of multimedia devices, the Nokia Series . 2005: The billionth Nokia phone is sold Nokia sells its billionth phone a Nokia 1100 in Nigeria. Global mobile phone subscriptions pass 2 billion. 2006: A new President and CEO Nokia today Olli-PekkaKallasvuo becomes Nokias President and CEO; JormaOllilabecomes Chairman of Nokias board. Nokia and Siemens announce plans for Nokia Siemens Networks. 2006: The birth of Nokia Eseries The ultimate handheld communicator mobiles (Enterprise series) arelaunched. Nokia's first 3G phone, the Nokia 6650, was launched in 2002 and it made them billions of dollars. And so the story continued - rigt up until the smartphone takes hold of the market. At the presnt time Nokia have some major problems as they are losing market share to several rivals. Only time will tell if Nokia can survive in its present form. But history tells us that this dynamic, innovative company should bounce back at some stage. 4

Business History of Nokia

Nokia is a Finnish company that since 1995 has become a global leader in the production of cellular phone.

Traditional images of Finnish industry are associated with timber forest products, furniture, ships and Valco (a government television picture tube company). The importance of the forest industry was evident in the slogan Nokia used during 70s, Finland lives from its forest. Nokia is an old Finnish industry; it origin are traced to 1865 when an engineer named Fredrik Idestam built a pulp mill on a river in southwest Finland to produce paper. A small town eventually grew up around this mill site, and a company formed and achieved success in the production of paper and cardboard products. In 1966 Nokia entered the electronics field. Initially it employed only 460 people and it was the countrys fourth largest employer in electronics. 1966 was also the year that Nokias three industries forest products, rubber, and cable merged. Thus when Nokia entered the production of consumer electronics and later, mobile phone, it was already a familiar industrial name to Finns. Nokia was involved in eleven different industrial fields during the 1980, and difficult for foreign investors to understand the corporation. Nokias entry into high technology filed began in the 1980s, when the CEO Kari Kairamo took the helm. He favored an active foreign policy for Finland, and as early as 1987 supported the countrys entry into European Union. During the 1970s and 1980d, Nokia pursued an active acquisition policy and sought a refashion itself ion several ways. The companys strategy sought to develop a corporate structure modeled after General Electric. One of these was the purchase of Luxor, television maker. Telecommunications has always been a strong industry in Scandinavia. Nokias particular success came as it acquired the technology for producing cellular phones from a joint venture that it initiated. International success finally came in 1984, when the MobiraTalkman, a portable cellular phone, came on the market and 5

captured

attention

as

result

of

its

innovativeness.

In 1992, Nokia decided on a new radical strategy. Nokia would become a mobile-phone pure play and sell off all other nonmobile phone assets, Nokias core business would henceforth be technology, not paper products, and not even computer or television technologies. This decision came as Nokia launched its 2100 series GSM cell phone, which was an incredible success. Nokia manufactured and sold 20 million.

You might think NOKIA is a company built for the purpose of industrial plant or cell. We investigate, said Nokia originated from the name of a community that lives in rivers in the country of Finland Emakoski South. NOKIA history discovered by Fredrik Idestam for pulp mill Machinery Company in 1865. Later developed into a machine pulp and paper manufacturer in 1920 and is a leading paper manufacturer in Europe. 1950's chief executive officer (CEO) BjrnWesterlund predict, future growth in some sectors (pulp and paper) will be limited and instead built an electronics division in Helsinki cable factory (here have started lead to seluluer).

During 15 years of electronic experience Nokia's probation from a variety of errors. However, from all the mistakes and experiments, it woke up gradually substantial skills of a talented set of experts. 1970s Nokia and Salora television manufacturers joined forces to develop mobile phones (cell phones). And 1980s throughout Salora integrated into Nokia. At the same time Nokia obtained from the telephone network operations Televa Government Telecommunications Company. However, not all efforts be made Nokia the leading mobile phone manufacturers in the world to walk a success. In the 1980s the company bought German television manufacturer, SEL, but was forced to leave because they do not run smoothly.

In early 1981, Nokia had launched a product called Nordic Mobile Telephony (NMT). NMT is the first multinational cellular network in the world. Therefore, throughout the 1980s NMT was introduced into several countries and received overwhelming response. 6

Nokia Introduction
Nokia is the world leader in mobility. They make a wide range of mobile devices, services and software that enable people to go beyond communications to navigation, music, video and more. Nokia is not only the world leader in mobile phones. They are also the worlds largest camera manufacturer and a leader in digital music. Mobility has the power to help economies grow and societies develop. It is changing the world, in developed and developing countries alike. Their vision is to release this potential by extending mobile access and allowing people to do more on their mobile devices. Nokia is a truly global company, headquartered in Finland. They have sales in more than 150 countries. Nokia has worked in partnership with WWF since 2003 to raise environmental awareness among our employees and on other environmental activities. Nokia joined several other major mobile manufacturers in 2007 to sign a voluntary agreement based on the results of the European Commissions Integrated Product Policy pilot project on mobile phones. The project focused on finding how the mobile phone industry can reduce the environmental impact of its products throughout their lifecycle. The agreement includes three key commitments: Produce an index of environmental facts for each mobile product to enable consumers to compare products easily. Increase consumer communications about unplugging the chargers and safe disposal of phones. Include a default on-screen message on all new products to unplug chargers once the phone is fully charged. While buying a product consumers are prone to various demographic changes. These changes affect their buying behaviour.

AGE
Youngsters- their buying decision is influenced mainly by the fashion or trend, latest model, prestigious brand etc., basically for them its the need of fashion , style. their buying decision is influenced by their peer group , friends and relatives.

30 TO 45 YEARS- their buying decision is always affected by the need. Their buying is someway affected by the going on trend but in the boundary of their purchasing power. Their buying decision is influenced by the price , quality etc. SENIOR CITIZENS-their buying decision is affected by the need of being connected with others. It is the need of their age.

AREA/LOCATION

METROPOLITAN CITIES-aslife is very fast in metropolitan citiestheir buying decision is influenced by their high lifestyle, wealth, their status in the society and moreover the fashion or trend. In most cases they are least bother about the price for them fashion ,trend, quality comes first. RURAL SECTOR- their buying decision is influenced by the income. Nokia offers product range of varying prices from low to high helps the consumer in their buying decision according to their purchasing power. Their buying decision is influenced by the price , affordability, ease of use, services providing good value etc. URBAN SECTOR-their buying decision is influenced by the need of the hour, their purchasing power, available model. Their buying decision is influenced by the fashion, trend also as some of the population in urban sector is influenced by the fashion Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 123,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 41 billion and operating profit of 1.2billion as of 2009. It is the world's largest manufacturer of mobile telephones: Nokia produces mobile devices for every major market segment Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. It is an important employer in Finlandand several small companies have grown into large ones as its partners and subcontractors Nokia increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003. In recent years, Finns have consistently ranked Nokia as one of the best Finnish brands. In 2008, it was the 27th most respected brand among Finns, down from sixth place in2007. 8

SCOPE

Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations. It should be noted that certain statements herein which are not historical facts, including, without limitation, those regarding: A) the timing of product and solution deliveries; B) our ability to develop, implement and commercialize new products, solutions and technologies; C) expectations regarding market growth, developments and structural changes; D) expectations regarding our mobile device volume growth, market share and prices, E) expectations and targets for our results of operations; F) the outcome of pending and threatened litigation; and G) statements preceded by "believe," "expect," "anticipate," "foresee," "target," "designed" or similar expressions are forward-looking statements. Because these statements involve risks and uncertainties, actual results may differ materially from the results that we currently expect. Factors that could cause these differences include, but are not limited to: 1) the extent ofthe growth of the mobile communications industry and the new market segments in which we have recently invested; 2) price erosion and cost management; 3) timing and success of the introduction and roll-out of new products and solutions; 4) competitiveness of our product portfolio; 5) our failure to identify key market trends and to respond timely and successfully to the needs of our customers; 6) the impact of changes in technology and the success of our product and solution development; 7) the intensity of competition in the mobility industry and changes in the competitive landscape; 8) our ability to control the variety of factors affecting our ability to reach our targets and give accurate forecasts; 9) the availability of newproducts and services by network operators and other market participants; 10) general economic conditions globally and in our most important markets; 11) our success in maintaining efficient manufacturing and logistics as well as the high quality of our products and solutions; 12) inventory management risks and ramping up or down production at our facilities, which result from shifts in market demand; 13) our ability to source acceptable prices; 9

quality

components without interruption and at

S.W.O.T
SWOT analysis is also another way of deciding on a successful marketing scheme, we must look at strength, weakness, opportunity and threat.

STRENGTH (INTERNAL FACTORS)Is looking at the companies current market share and researching how recognised Nokia is amongst consumers in the target market. Nokia is currently one of the most popular Mobile communications companies in the industry, generating over 52,000 sales in 1997, which was a 34% increase from 1996. Nokia's net sales for the October-December period in 1997 came to a total of FIM 15 857 million (FIM 12 669 million in 1996).

WEAKNESS (INTERNAL FACTORS)This is basically looking at where the product is failing or not doing as well as it should in the market. Nokia's problems are that: 1. They are currently aiming their products at a saturated market segment. 2. Their wage costs are forever rising. 3. Higher import charges have now been put into place. 4. There are some quite high supply chain costs that Nokia are currently paying.

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OPPORTUNITY (EXTERNAL FACTORS)-

This is the area in which Nokia can make more profit, or gain more market share. There are 2 ways in which Nokia can currently do this: 1. Improve the technology that they are using to make their phones and use in their products, for example, camera phones and advanced picture messaging would attract new consumers to purchase phones under the Nokia brand name. 2. Using innovation to re-invent their products, change and develop within the market to offer something none of the competitors have. Also the fact that phone call charges are being forced to fall should prove to be an opportunity for Nokia to sell to the people, who previously may have not purchased a phone because of higher call charges.

THREAT (EXTERNAL FACTORS)This is looking mainly at the competition that are taking away Nokia's current market share and also government legislations (the total costs of 3G licensing in Europe is 110 billion euros) that could hinder Nokia's development as a company. For an existing product it is often useful to draw matrix, in order for Nokia to grow as a business we must look at: up an Ansoff's

1. Market penetration 2. Market development

3. Product development 4. Diversification 11

STRUCTURE OF THE COMAPANY

Nokia comprises three business groups Mobile Phones connect people by providing expanding mobile voice and data capabilities across a wide range of mobile devices.

Multimedia gives people the ability to create, access, experience and share multimedia' 'in' 'the' 'form' 'of' 'advanced' 'mobile' 'multimedia' 'computers' 'and applications with connectivity over multiple technology standards.

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Enterprise Solutions offers businesses and institutions a broad range of products' 'and' 'solutions,' 'including' 'enterprise 'grade' 'mobile' 'devices, underlying security infrastructure, software and services. Our business groups are supported by various horizontal entities:

Customer and Market Operations is responsible for sales and marketing, manufacturing' 'and' 'logistics,' 'and' 'sourcing' 'and' 'procurement' 'for' 'mobile devices from Mobile Phones, Multimedia and Enterprise Solutions. Technology Platforms delivers leading technologies and platforms to Nokia'sbusiness groups and external customers. Many other Nokia-wide horizontal units drive and manage specific Nokia assets. These include Brand and Design, Developer Support, Research and turing, and Business Infrastructure.

Corporate functions (support Nokia's businesses with company-widestrategies and services) Nokia Siemens Networks, which started operations on April 1, 2007, combines Nokias networks business and Siemens carrier-related operations for fixed and mobile networks into a company owned approximately 50% by each of Nokia and Siemens, and consolidated by Nokia.

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MISSION OF NOKIA:

kkk The mission of venturing activity: the renewal of Nokia. venturing at Nokia contributes to Nokia's renewalby' 'identifying' 'and' 'developing' 'new' 'businesses.' 'The' 'Nokia' 'Ventures Organization and the other venturing teams throughout Nokia are working on new businesses that extend beyond the scope or current focus of Nokia's core business units. Nokia is expanding their interests towards new areas, but still' 'working' 'within' 'Nokia's' 'broad' 'vision' 'of' '"LifekkGoeskkMobile."' 'This venturing activity' triggers new developments' that play a significant role inthe renewal of the company.

Exploration' 'and' 'experimentation' 'are' 'at' 'the' 'core' 'of' 'venturing,' 'and' 'Nokia recognizes' 'that' 'innovation' 'does' 'not' 'only' 'happen' 'within' 'Nokia.' 'Their innovation' 'networks' 'extend' 'beyond' 'the' 'company' 'and' 'include' 'research centers,' 'academics' 'and' 'business' 'partners,' 'and' 'entrepreneurs. Throughout' 'its' 'history,' 'Nokia' 'has' 'renewed' 'its' 'core' 'businesses' 'and' 'created innovative' 'businesses' 'in' 'entirely' 'new' 'areas.' 'Nokia's' 'venturing' 'activity' 'has created independent businesses, contributed to the growth and profit of the core businesses of Nokia, provided financial returns on investments, and has produced intangible assets and insights.

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MAKETING OBJECTIVES

Marketing objectives presents a brief summary of the main goals and the recommendations of the plan for management review, helping top management to find the plans major points quickly.

Market Development Using innovative advertisement to increase our target audiences product awareness about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year.

Market Growth Following market trends offer leasing arrangements with companies much the way other expanding technology such as computers are leased to increase sales to businesses.

New markets Penetrating the retiree market which is often over looked with a simple phone with a very friendly basic user interface to help increase sales and market share. Using research and design judge what the certain segments of the market look for in a phone. Continue to develop current product to better suit the needs of the consumer.

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LIST OF NOKIA PRODUCTS

Some of the major mobile products of Nokia are shown below in the table. Besides these major products Nokia is also producing many other mobiles series.

Nokia mobile phones by series

Nokia C series
C3 C5 C6 Nokia E series E5 E50 E51 E52 E55 E60 E61/E61i E62 E63 E65 E66 E70 E71 E72 E75 E90 Communicator

Nokia Nseries
N70 N71 N72 N73 N75 N76 N78 N79 N8 N80 (Internet Edition) N81 (N81 8GB) N82 N85 N86 8MP N90 N91 (N91 8GB) N92 N93 N93i N95 N95 8GB N96 N97 Nst-4

Nokia X series
X2 X3 X5 X6

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CONSUMER BUYING BEHAVIOUR

COMPLEX BUYING BEHAVIOUR

The buyer enquires about the available companies offering the mobile products. After scrutinizing, he/she comes out with the selective company .

DISSONANCY

It is in the nature of consumer that he/she involves themselves in the matters of expensive buying. Mobileproducts are the products which are infrequent and people think about the durability and reliability of products in the sense of risk involve in it.

HABITUAL BUYING BEHAVIOUR

As we know mobile products are the products which are of infrequent buying behaviour and are expensive so a normal consumer cannot afford to buy habitually. But a consumer of upper class income buy habitually to maintain their status in the society.

VARIETY SEEKING BUYINGBEHAVIOUR

It is in the blood of consumer that before making purchase they ask for variety of the products. Before buying the mobile products, the consumer ask for the variety and features available and after going through all the variety and features make the final decision i.e purchase.

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CUSTOMER DRIVEN MARKET STRATEGY

Nokia has successfully operated its functions in order to meet the dynamic changing needs, demands and requirements of the customers. That is why; today in the mobile sector Nokia holds a large area of customers all over the world. The Nokia has adopted the following key strategies to capture a large number of buyers. Market Segmentation

Market Targeting

Market Positioning Market Mix 4Ps

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MARKET SEGMENTATION

In order to make effective market segmentation, the Nokia tends to seek the customers on the basis of following attributes:What type of product they buy How much they buy How often they buyThere are also certain variables that can affect peoples buying habits, they include: AgeGender Area they live in Religion Lifestyle Fashion and preferences. Market segmentation refers to the different areas of the population that companies can aim their products towards. The market segment that Nokia has chosen to aim is the youth market focusing on students aimed 13-19 as market research has shown that some of the youth market are receiving large amounts of pocket money and most have no real commitments to spend it on and that means they have lots of disposableincome and will be able to spend a lot money on new mobile phones. As a big company Nokia are able to do a lot of promoting and advertising that smaller, less successful companies, may not be able to afford, such as television advertising and sponsoring lots of events that will be viewed or heard by large amounts of people in theirchosen market segment (events such as music festivals and music awards are a goldmine for companies as they are viewed by millions of people worldwide). Adverts suchas put a lot of theirtelevision and print adverts will be put into certain areas so that they can attract their chosen market segment, Nokia tend toprint adverts in men'smagazines such as FHM and Loaded so they can appeal to all of their readersinstead of a smallerpercentage of the readers they would attract in magazines such as Lifestyle and Good Housekeeping. I think Nokia's way of promoting is very good as they can appeal to mass markets and large amounts of people in their chosen market segmentation with certain advertisement's and with sponsoring large events like the ones I have previously mentioned.

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MARKET TARGETING

The target market of NOKIA is very wide. Its products are demanded world wide and are given preference at any other cellular company in the world. They have comparatively low rates than the other companies and have a very good and interactive performance and interesting features, so because of these features, people prefer NOKIA than the other companies. Especially in Asia, Europe, America and the Middle East, NOKIA has a very big market. It is manufacturing GSM and AMPS technologies cellular sets which are meeting every kind of consumers requirements. In 2002, Nokia's largest markets were US, UK, China, Germany, Italy, France, UAE, Thailand, Brazil and Poland. Now from the last few years the Nokia has got a vast place in the mobile industry of Pakistan. The target market of Nokia in Pakistan is almost the classes because they have produced their mobiles right from high upper class to lower class of the economy. But if we talk of N97 this is specially for the upper class in the economy. The fashion adapting class of the country specially the young generation of high class has been targeted through this product My revised strategy has a lot of advantages over Nokia's previous strategy, and I have listed them below: My target market is one that has never been entered before, so Nokia will instantly gain 100% market share, whereas the current target market is saturated and competition for market share is very strong. The products that are being released do not need to be as technically advanced as the ones in the current market, because my market research showed that the 40+ market do not want phones that are to complicated and hard to use. If product research and development is not needed as much anymore then Nokia can afford to decrease its employment numbers and this would save Nokia a lot of money every year. When entering a new market with no competition a company can charge whatever prices they want, Nokia's prices can be higher then they currently are and this will increase income and profitability.

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NOKIA POSITIONING

When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is Only Nokia Human Technology enables you to get more out of life"

In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human"dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself.

SLOGAN and LOGO

Thus, the Nokia Connecting People slogan was born with the Nokia logo. The slogan of Nokia logo provides the brand with an exceptionally strong elevated altitude in the communication industry. The slogan explains the company goal to connect people without any barricade and with total comfort. Nokia logo, like the company, is tantamount to contemporary mobile technology, high tech gadgets and fashionable ways to communicate and explore. Nokia Co. has offered every endeavor to decode the mission intended by the company through its brilliant logo design.

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MARKETING MIX 4Ps

The Marketing Mix

The marketing mix refers to the combination of elements within a companies marketing strategy, these are designed to give the customer what they want and in the long term are designed to maximise profits. The marketing mix is based around the idea of the 4 P's:

1. Price 2. Place 3. Promotion 4. Product

PRICE
The phones that Nokia produce are usually sold at high prices(new phones can be expected to enter the market at around 200+, if they carry the latest technology). The price of the new phones usually decreases after an introductory period, which is usually around 2 months long.Nokia's prices are usually competitor based, in such a way as, they try to keep their prices a bit lower then those of the closest competitors, but not as low as the "smallest" competition as consumers do not mind paying the extra money for the "extra quality" PLACE Nokia phones are generally sold at all established mobile phone dealerships such as Car phone Warehouse and The Link, although they are also sold at other retailers such as Dixon's and other Electrical suppliers. The products are only sold in the electrical suppliers and store other then dedicated phone dealerships after the introductory period so the phones can remain limited edition, as this will encourage younger consumers to buy them.

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PLACE
This refers to the chosen outlets for a product or service, for a product to be very successful it must be easy to access, Mobile phones are very easy to access nowadays, they are sold in supermarkets, specialised outlets (either by network or brand) and all major department stores.

PROMOTION
Nokia tend to promote the new technologies and mobile devices they create using one big advertising campaign that focuses on a singular technology instead of each individual handset so they can appeal to a lot of different markets with one campaign.

PRODUCT
Nokia phones tend to include all the latest technology and a lot of the consumers favorite aspects such as text messaging and games like Snake and Memory. When the phones came outthey were big and bulky and quite unattractive but now they are all quite sleek and stylish with phones now getting small enough to fit in the palm of your hand as standard. Most of the phones produced nowadays have accessories that consumers must buy with them (carry cases, hands free kits and in-car chargers) these generate Nokia a lot of profit, as they are very high priced. Nokia's marketing mix has worked very well until recently as the market they are aiming at has become more and more saturated and after looking at all the mobile phone sales figures, it looks as if the phone companies can aim at this same youth market for about another 2 years until they need to change, but they should change sooner so they can start making a bigger profit and get a head start on the competition who will also have to change the market they are aiming at. Nokia's current promotional strategy is working very well as they are able to "talk to" a large number of consumers in different markets rather then the niche markets the old promotional strategies where restricted to Positioning Strategy .

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NOKIA PRODUCT DESIGN

Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character.

The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the slogan, "human technology."

Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from its competitors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the world's most valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all of which revolve around what consumers what.

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PRICE STRATEGY

Keeping in mind the need and preferences of the consumers the nokia company provide various products of different price range which complements the income, lifestyle, status, required features of the concerned consumer. Some products that complements the need of different classes

Lower income group-

Phone :Nokia 2330 classic Manufacturer: Nokia Price (Indian Rupees):Expected Price:Rs.3100

Description:Affordable handset which supports ovi mail and

life tools. It got Radio and a web browser. Has an inbuilt VGA camera offer support for applications.

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Middle income group-

Phone: Nokia 5300 Manufacturer: Nokia Type: Slide Price:Rs.5500 Features:Bluetooth, Colour Screen, GPRS, MMS enabled, MP3 Player, Polyphonic ringtones, Radio, Snap on cover, Streaming video, USB, Vibration. Camera: 1 - 1.9 Megapixels Bundled Items: Data Cable, Headset, Memory, Charger. Phone:Nokia N72 Manufacturer:Nokia Price:Rs.7500 Features:In pearl pink or gloss black, the new nokia N72
has high-perfomance multimedia at its core, wrapped in a beautiful design. It offers the benefits of versatile photography, entertainment and personal productivity to people who value style as much as high performance. A powerful yet stylish multimedia device, the Nokia N72 is equipped with a 2-megapixel camera and integrated digital music player, with dedicated capture and music player keys, an integrated browser, FM radio and 26 supportfor Visual Radio.

Upper income groupNokia:7610 Supernova Manufacturer:Nokia Price:Rs. 11000 Description:The Nokia 7610 Supernova is a slide quadband phone with a 3.2 Mega Pixel Camera, VGA Video recording ,TV

out and more.

27

Model: Nokia E Series E61i Type: Smartphone Manufacturer:Nokia Price:Rs. 14,300.00 Description:Colour Screen, 3G, Vibration, Streaming
video, Polyphonic ringtones, MMS enabled, Bluetooth, Java enabled, IRDA, Infrared, MP3

Player, GPRS. Bundled Items: Data Cable, Headset, Charger, Software, Memory, Battery

BUSINESS ENVIRONMENT
Nokia competes in the global telecommunications industry in general and in the mobile industry in particular, each of which has exhibited rapid growth, change and convergence in recent years.

Micro And Macro Environmental Factors Effecting Business

The actions and forces outside marketing that affect marketing managements ability to develop and maintain successful transactions within target customers, is called the marketing environment. Environmental considerations are integrated into every area of company life and at every phase of our products' life cycle. We believe in eco-efficiency and sustainability - to 28

respect nature and the needs of future generations. Nokia's new Environmental Report 2002 states the company understands of the environmental aspects and impacts of its activities. There are two categories of marketing environment: 1. Microenvironment 2. Macro environment

MICRO ENVIRONMENT
Following are the micro environmental factors which affects the company: 1. The company 2. Suppliers 3. Marketing intermediaries 4. Customers 5. Competitors 6. Publics

29

MICRO ENVIRONMENT
Following are the macro environmental factors which affects the company: 1. Demographic environment 2. Economic environment 3. Natural environment 4. Technological environment 5. Political environment 6. Cultural environment

RESEARCH METHODOLOGY

The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management. Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of yourdata. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasi-experimental. The last two stages are data analysis and finally writing the research paper, which is organised carefully into graphs and tables so that only important relevant data is shown.

Types of Research Methods 30

Qualitative Quantitaive Mixed Critical and action oriented

31

RESEARCH DESIGN
The researcher makes a plan of his/her study before undertaking the research work. This will enable to save time and resources. Such a plan of study is called a research design (strategy). Thus, a research design is a plan for the collection and analysis of data. It presents a series of guide posts to enable the researcher to progress in the right direction in order to achieve the goal. The design may be a specific presentation of the various steps in the research process. These steps include the selection of a research problem, presentation of the problem, formulation of hypothesis, conceptual clarity, methodology, survey of literature and documentation, bibliography, data collection, testing of the hypothesis, interpretation, presentation and report writing. Generally, a common research design possesses the five basic elements they are; i) selection of problem, ii) methodology ,iii) data gathering , iv) data analysis and v) report writing. The research design asks, what approach to the problem should be taken, what methods will be used, what strategies will be effective? etc. identification, selection and formulation of a research problem may be considered as planning stage of a research and the remaining activities refer to the designs, operation, and completion of the research study.

Characteristics of good Research Design: 1) Objectivity: An objectivity research design implies to examine the evidence independent of belief, bias, emotions, perception, attitudes, hope and fear of any individual. 2) Reliability: This is an attribute of consistency. A scale should give consistent results. Reliable instrument will give trust worthy and stable results if is applied to the same individuals or the object from time to time, provided the trait being measured has not itself. Changed in the mean time. 3) Validity: This refers to the ability of a scale to measure what it is supposed to measure. 4) Generalizability: The degree of generalization usually depends on population definition, sample size and statistical tools used in the analysis.

32

COLLECTION OF DATA
For this project, data have been collected by following From customers and dealers: The survey is mainly concentrated in lower Assam as the data collection has been done in Guwahati, Tezpur and Nagaon district. Sales data have been mostly collected from the dealers. User feedback has been taken from existing Nokia users. Nokia' 'sales' 'updates' 'have 'been 'taken' 'from 'Sales 'Executives' 'of' 'Nokia 'and' 'Micro distributors in Nagaon and Tezpur. Financial data have also been taken from Sales Executives. Sales Executives also helped me to gain knowledge about existing mobile phones and upcoming phones of Nokia. Few dealers also helped me to know more about current market trend of Nokia in Assam and in their area. Indian market strategies has been gathered from www.economictimes.com Financial information about Nokia has been gathered from www.nokia.com

A user poll is going on in www.orkut.com in the community NOKIA INDIA PVT LTD.

33

LIMITATION
Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon by using MR are not very accurate.

The results of MR are very vague as MR is carried out on consumers, suppliers, intermediaries, etc. who are humans. Humans have a tendency to behave artificially when they know that they are being observed. Thus, the consumers and respondents upon whom the research is carried behave artificially when they are aware that their attitudes, beliefs, views, etc are being observed.

MR is not a complete solution to any marketing issue as there are many dominant variables between research conclusions and market response.

MR is not free from bias. The research conclusions cannot be verified. The reproduction of the same project on the same class of respondents give different research results.

Inappropriate training to researchers can lead to misapprehension of questions to be asked for data collection.

Many business executives and researchers have ambiguity about the research problem and its objectives. They have limited experience of the notion of the decision-making process. This leads to carelessness in research and researchers are not able to do anything real.

There is less interaction between the MR department and the main research executives. The research department is in segregation. This all makes research ineffective.

34

DATA ANALYSIS
Analysis of the data is very important part of any research. The quality of data collected matters, but what matters more is the interpretation of that data. This chapter deals with Analysis and Discussions of the findings. Firstly, data of all the respondents to the interview was compared to give better understanding of the situation. Then, this comparison was used to achieve the objectives of the research by evaluating them on the basis of secondary data. Unique personal quotes from respondents were taken as a basis of comparison of the different views to consolidate it into finding of the research.
To get a more generalized view of the thoughts, mobile dealers were interviewed. These dealers deal in many brands and have the first hand knowledge of market and consumer perceptions. However, the thoughts still vary due to personal choices and the type of customers they deal in, which in turn depends on location. To begin with we will discuss the background of the respondents.

A data analysis has been done over the collected data from the Dealers,' 'customers,' 'micro-distributors,' 'sales' 'executives,' 'cell' 'phone' 'related books and websites. Basic multimedia handsets are not available in low price segment (aroundRs.4000) as Sony Ericsson is hampering sales in this price range by its handset K310i. Non-availability of MP3 handsets in low price range. No demo sets for the dealers. Poor sound quality in low priced handsets. Too much time taken for the activation of the offer SIM cards. No brand ambassadors. Less advertisement in local news papers about the new offers. Nokia is still the leader in worldwide mobile industry.Less schemes and offers for the dealers whereas Motorola often provides handsome schemes for its dealers.

35

For the analysis of customers satisfaction level with the Nokia mobiles, I have takensample size of 120 customers:Questions-: 1.) The preference of the mobile phones by the people?

S.NO.

PARTICULARS

RESPONDENTS INNUMBER(120)

RESPONDENTS IN PERCENTAGE(%) 10.84% 5.84% 18.32% 60% 5%

1 2 3 4 5

SAMSUNG SPICE SONI ERICSSON NOKIA OTHERS

13 7 22 72 6

Sales

SAMSUNG SPICE SONI ERICSSON NOKIA OTHERS

Interpretation: As per the above chart it is concluded that majority of people in Kota city preferNokia handsets due to their durability and reliability. Some of the customers prefer others mobiles as compared to Nokia mobile. 36

(2)The preference of Nokia by the different occupation people? S.NO. PARTICULARS RESPONDENTS INNUMBER(72) 43 31 17 29 RESPONDENTS INPERCENTAGE(%) 35.83% 25.83% 14.17% 24.17%

1 2 3 4

BUSINESS MAN STUDENT SERVICEPERSON PROFESSIONAL

RESPONDENTS IN PERCENTAGE (%)

24.17% 35.83%

BUSINESS MAN
14.17%

STUDENT SERVICE PERSON PROFESSIONAL

25.83%

Interpretation: By seeing above analysis it can be concluded that majority of businessmenchoose Nokia handsets i.e. Nokia mobile is mostly preferred by businessman as compared toprofessional, students & service persons due to their quality and battery back up.

37

3.)The customers of Nokia belonging to different income group ? S.NO. PARTICULARS NO. OF RESPONDENTS(72)

1 2 3 4

LESS THAN 5,000 5,000-10,000 10,000-20,000 MORE THAN 20,000

12 17 23 30

NO. OF RESPONDENTS (72)

35 30 25 20 15 10 5 0 LESS THAN 5,000 5,000-10,000 10,000-20,000 MORE THAN 20,000 NO. OF RESPONDENTS (72)

Interpretation: As the graph shows that Nokia preferring respondents are 72 and most ofthem have the monthly income of more than 20000 rs because these respondents are eitherbusinessman or a service person and few of the respondents have less than 5000 as theystudents who are doing part time job with their studies.

38

4.) The preference of different models or series of Nokia handset? S.NO. PARTICULARS RESPONDENTS INNUMBER(72) 15 15 42 RESPONDENTS INPERCENTAGE(%) 20.83% 20.83% 58.34%

1 2 3

N SERIES E SERIES REGULAR

RESPONDENTS IN PERCENT AGE (%)

20.83% 58.34% 20.83%

N SERIES E SERIES REGULAR

Interpretation: From the above chart it can be concluded that the respondents that use Nokiahandsets, majority of people prefer regular handsets like Nokia 1209. Nokia 2330 etc due tovery much user friendly feature but some of the people prefer Nseries and Eseries Nokiahandsets also as they prefer luxury or they want modern technology and lots of features intheir mobile phones.

39

5.) The persons who suggest the respondents to buy Nokia mobile phones? S.NO. PARTICULARS RESPONDENTS IN NUMBER (72) 24 10 27 11 RESPONDENTS INPERCENTAGE(%) 33.34% 13.34% 37.5% 15.82%

1 2 3 4

FRIENDS NEIGHBOURS FAMILY MEMBERS OTHERS

15.82% 11 24 33.34%

FRIENDS
27 37.50% 10 13.34%

NEIGHBOURS FAMILY MEMBERS OTHERS

Interpretation: From the above chart it is concluded that mostly the family members & Friends can suggest buying the Nokia mobile phone, because of its quality & its features.

40

6.) The customers satisfaction level with the services of Nokia mobile as comparedto other mobiles? S.NO. PARTICULARS RESPONDENTS IN NUMBER (120) RESPONDENTS INPERCENTAGE(%)

1 2 3

SATISFIED DISSATISFIED CANT SAY

80 28 12

66.66% 23.34% 10%

100% 100% 100% 99% 99% 99% 99% 99% SATISFIED DISSATISFIED CANT SAY

66.66%

23.34%

10%
RESPONDENTS IN PERCENTAGE(%) RESPONDENTS IN NUMBER(120)

80

28

12

Interpretation: From the above chart it is concluded that majority of respondents weresatisfied with the services of Nokia mobile but some of the respondents are not satisfied. Someof the respondents do not say anything as they dont use Nokia handsets. 41

7.) The customer satisfaction level with the prices of the Nokia mobile phones? S.NO. PARTICULARS RESPONDENTS IN NUMBER (120) RESPONDENTS INPERCENTAGE(%)

1 2 3

HIGHLY SATISFIED SATISFIED NEITHER SATISFIEDNOR DISSATISFIED DISSATISFIED HIGHLYDISSATISFIED

70 21 14

58.34% 17.5% 11.65%

4 5

13 2

10.84% 1.66%

HIGHLY DISSATISFIED DISSATISFIED NEITHER SATISFIEDNOR DISSATISFIED SATISFIED

1.66%
2

10.84%
13 RESPONDENTS IN PERCENTAGE (%) RESPONDENTS IN NUMBER. (120)

11.65%
14

17.50%
21

HIGHLY SATISFIED 0

58.34%
70 10 20 30 40 50 60 70

Interpretation: From the above chart it is concluded that majority of respondents are satisfied with the prices of the Nokia mobile phones because it can be afforded by all kind of people i.e. from low income level to high income level people. Some respondents are dissatisfied because they think Nokias prices are high in comparison to its features. 42

8.) The customer satisfaction level with the quality of the Nokia mobile phones? S.NO. PARTICULARS RESPONDENTS IN RESPONDENTS NUMBER (120) INPERCENTAGE(%)

1 2 3

HIGHLY SATISFIED SATISFIED DISSATISFIED

105 10 5

87.50% 8.34% 4.16%

120 105 100 80 60 40 20 0 -20 RESPONDENTS IN NUMBER. (120) RESPONDENTS IN PERCENTAGE (%) Power (RESPONDENTS IN PERCENTAGE (%) ) 10

87.50%
HIGHLY SATISFIED

30.34%
SATISFIED

4.16%

DISSATISFIED

Linear (RESPONDENTS IN PERCENTAGE (%) )

Interpretation: From the above chart it is concluded that majority of respondents are highly satisfied with the quality of the Nokia mobile phone, some of the people are only satisfied but some of the people are dissatisfied with the quality of nokia mobiles.

43

9.) The customer satisfaction level with the accessories attached with the Nokiamobile phone?. S.NO. PARTICULARS RESPONDENTS IN NUMBER (120) RESPONDENTS INPERCENTAGE(%)

1 2 3

SATISFISD DISSATISFIED CANT SAY

69 29 22

57.50% 24.16% 18.34%

69 70 60 50 40 30 20 10 0 SATISFISD DISSATISFIED CANT SAY 29 22 RESPONDENTS IN NUMBER. (120) RESPONDENTS IN PERCENTAGE (%)

57.50%

24.16%

18.34%

Interpretation: From the above chart it is concluded that majority of respondents are satisfiedwith the accessories attached with the nokia mobile phones as many accessories like adaptersNokia extra power, music mini speakers, carrying case of high quality leather, few respondentsare not satisfied and few respondents who are housewives do not say anything because theyare not concern about the accessories they just want mobile for communication purpose only.

44

10.) The customer satisfaction level with the brand image of the Nokia mobile phone? S.NO. PARTICULARS RESPONDENTS INNUMBER(120) RESPONDENTS INPERCENTAGE(%)

1 2 3

SATISFISD DISSATISFIED CANT SAY

81 23 16

67.50% 19.16% 13.34%

100% 100% 100% 99% 99% 99%

67.50%

19.16%

13.34%

RESPONDENTS IN PERCENTAGE (%) RESPONDENTS IN NUMBER. (120)

81
99% 99% PARTICULARS

23

16

SATISFISD DISSATISFIED

Interpretation: From the above chart it is concluded that mostly respondents are satisfied withthe brand image of the nokia as they buy the product because Nokia brand is very famous forits services & quality. Few respondents are not satisfied and few respondents do not sayanything about the brand as they dont prefer brand while purchasing it.

45

11.) The features which customers want in their mobile phones? S.NO. PARTICULARS RESPONDENTS INNUMBER(120) RESPONDENTS INPERCENTAGE(%)

1 2 3 4

LOOKS AND STYLES CLARITY MODERNTECHNOLOGY STORAGE CAPACITY

19 26 27 48

15.84% 21.66% 22.50% 40%

100% 100% 100% 99% 99% 99%

15.84%

21.66%

22.50%

40%
RESPONDENTS IN PERCENTAGE (%) RESPONDENTS IN NUMBER. (120)

19
99% 99% LOOKS AND STYLES

26

27

48

CLARITY

MODERN TECHNOLOGY

STORAGE CAPACITY

Interpretation: From the above chart it is concluded that some of the respondents want good storage capacity in their handsets, while some of the respondents want modern technology,looks& styles, and clarity but majority towards storage capacity is high.

46

For the analysis of customers preference towards mobiles and the percentage sale ofthe Nokia mobile phones, I have taken sample size of 30 dealers: 12.) Mobile which is mainly preferred by the customers? S.NO. PARTICULARS RESPONDENTS INNUMBER(30) RESPONDENTS INPERCENTAGE(%)

1 2 3 4 5

SAMSUNG SPICE NOKIA SONI ERICSSON OTHERS

3 6 14 5 2

10% 20% 46.67% 16.66% 6.67%

1500% 1000%

14

6 3 5 20% 2 46.67% 16.66%

500%

RESPONDENTS IN PERCENTAGE (%) RESPONDENTS IN PERCENTAGE (%) 2

10%
0%

6.67%

INTERPRETATION: From the above chart it is concluded that Nokia handsets is mainly preferred by the customers as compared to other handsets like SPICE, Samsung, andMotorola due to its good quality, battery back up, and features. 47

Analysis and Discussion

To start the conversation and make the interviewee comfortable, more general questions were asked. First of all they asked to comment on the cellular phone market of India. They were asked about the way the market has grown and about the future of the market. As we know, the Indian cellular phone industry has witnessed exceptional growth in the past few years. The future also seems to be bright as mobile phone is considered as consumer durable in the country. The respondents reply was as follows:

launched about 10-12 years ago, cellular phone was considered a luxury and very costly affair establishment costs for the network providers was very high but now scenario has changed prepaid connections and lifetime connections are the major factors for the boom in the market there has been tremendous growth in the past few years the market has seen a growth in terms of both quantity as well as quality probably the most booming market at the point of time

the call rates in the future were believed to have more uniformity. probably the purpose to say so was that this will lead to more usage of the mobile phones, further increasing the sales and talking about better future for the market.

48

FINDINGS
The findings of the data analysis are given below: Almost' '75%' 'of' 'the' 'dealers' 'want' 'more' 'offers' 'and' 'schemes' 'for' 'them' 'and' 'the customers. Almost all the dealers want the time of price drop adjustments to be extended to 2-3 weeks at least. Now LG is producing a low cost MP3 handset without camera. So, it also steals the customers' 'who' 'require' 'a' 'low' 'cost' 'MP3' 'handset' 'which' 'can' 'hold' 'a' 'few' 'of' 'their favorite music. 70% of dealers think that the sale of Nokia handsets falls in the price range of Rs. 4000-8000 whereas 30% of the dealers think it to be in the price range of Rs. 1500-4000. This' is 'because 'of non-availability 'of basic multimedia 'phones, poor sound quality, fewer features than its other counterparts and also very low price of Spicephones. Almost 90% of the dealers think that they are getting less profit in Nokia than other companies. Regarding to my survey, the truth behind this fact is that there is too much' 'Nokia' 'dealers' 'in' 'the' 'market.' 'Thats' 'why' 'excessive' 'competition' 'lowers' 'the selling price of Nokia in the market as there is no minimum selling price is given by the company. So in search for more profit they are selling mobiles other than Nokia. The market share of Nokia is found to be almost 75% here where as Spice has 9%, Motorola has 7%, Sony Ericsson and Samsung both has 4%, LG has 3% and others have' '2%.' 'So' 'spice' 'is' 'hampering' 'Nokia' 'sales' 'especially' 'in' 'low' 'price' 'range' 'and Motorola is hampering the sales somewhat by taking the advantage of the lack ofattractive look in Nokia.

49

GROWTH STRATEGY
Established in the earlier claims, Nokia is a well-known brand, possibly one of the most recognisable names in the mobile phone industry. However, the presence of competitors tends to pose a consistent threat to their overall market share. Thus, Nokia is not exempt in finding a way to leverage their assets and existing people to sustain a consistent trend of growth and development. The following highlights the proposed growth strategy of Nokia in China. In the growth stage of the product life cycle companies can expect advertising stage market as and more promotional companies increase. within costs will to be as the is (as a high market proven with people can the to be as in and way new watch the introduction for

enter

competition of

share

will

Advertising a market

promoting 3 on the

technological promoting their

advances new so

company video's as

their

technology that higher advertising

allows costs

handsets)

expected

technologies available get better and more advanced.

50

MARKETING STRATEGY

Marketing strategy of a company in a new country plays a vital role in determining its future in that country. Knowing that Indian market is very different from other markets it was already operating in, Nokia came up with an Indiaspecific strategy or a glocal strategy. It adapted the to Indian conditions by launching new products and enhancing the products with features designed specifically for local customers, as well as promotional campaigns targeted at Indian audience to gain a foothold in the market. To capture the widespread Indian market, it developed an extensive distribution network which also helped it take its products to rural markets in India. Here, to discuss the strategy, we consider the simple concept of 4 Ps, namely; product (customization), price, place (distribution) and production.

Nokia's strategy relies on growing, transforming, and building the Noia business to ensure its future success. Nokia entered the Indian market in 1994. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. When Nokia entered India, the telecom' 'policies' 'were' 'not' 'conducive' 'to' 'the' 'growth' 'of' 'the' 'mobile' 'phone' 'industry.' The tariffs levied on importing mobile phones were as high as 27%, usage charges were at Rs.16 per minute and, at these high rates, consumers did not take to mobile phones. Nokia' 'also' 'had' 'to' 'face' 'tough' 'competition' 'from' 'other' 'powerful' 'global' 'players' 'like Motorola, Sony, Siemens and Ericsson.. As we move into the Mobile World, we remain committed to strong growth, profitability and responsible market leadership. Strategic Direction The mobile phone is fast becoming the centerpiece of personal communication, allowing us access to an ever-widening range of services. Today, we are moving from voice services to services driven by data and multimedia.

51

REORGANIZATIONS
Nokia opened its Komrom, Hungary mobile phone factory on 5 May 2000. In March 2007, Nokia signed a memorandum with Cluj County Council, Romania to open a new plant near the city in Jucu commune. Moving the production from the Bochum, Germany factory to a low wage country created an uproar in Germany. Nokia recently moved its North American Headquarters to Sunnyvale. In April 2003, the troubles of the networks equipment division caused the corporation to resort to similar streamlining practices on that side, including layoffs and organizational restructuring. This diminished Nokia's public image in Finland, and produced a number of court cases and an episode of a documentary television show critical of Nokia. On February 2006, Nokia and Sanyo announced a memorandum of understanding to create a joint venture addressing the CDMA handset business. But in June, they announced ending negotiations without agreement. Nokia also stated its decision to pull out of CDMA research and development, to continue CDMA business in selected markets. In June 2006, JormaOllila left his position as CEO to become the chairman of Royal Dutch Shell and to give way for Olli-PekkaKallasvuo. In May 2008, Nokia announced on their annual stockholder meeting that they want to shift to the Internet business as a whole.

52

RECOMMENDATION
Though the NOKIA is the worlds largest cellular phone company and has the very efficient features and facilities but there are some suggestions by me after analyzing and researching about this company. It should decrease its prices of the sets so that the sets may become in reach of every user and the market may increase and become the cause of increasing profit rate. Its spare parts should be available in its every market. There should be replace warranty in case of defection. Memory capacity should be increased to save the different entertaining materials in the sets . 'Nokia should provide demo sets to all of its dealers. Nokia should produce a basic multimedia handset (around Rs. 4000) to get the customers of Sony Ericsson K310i. 'There should be more advertisements in local news papers and FM radio channels about the new offers. Nokia can think over about the matter of an exchange offer to regain its old customers. 'Nokia' 'should' 'provide' 'better' 'and' 'clearer' 'sound' 'quality' 'in' 'low' 'price segment. 'A dealer in Negron gets a Nokia 1110 without battery and one gets empty' 'N73' 'pack.' 'So' 'packing' 'and' 'delivering' 'of' 'products' 'should' 'be' 'done an under proper and strict vigilance. 'Most of the people think that the Nokia Eseries phones are not getting sufficient advertisement. The company should think over it as it is launching some high-end ultimate communicator devices like E90 in this segment. 'Nokia should produce more handsets with fine attractive looks to fight with its arch rivals, Motorola and Samsung. (Handsets like 8800, 7500 Prism, 8600 Luna, N76, N95, 6500 Classic etc.)

53

SUGGESTIONS
Though the NOKIA is the worlds largest cellular phone company and has the very efficient features and facilities but there are some suggestions by me after analyzing and researching about this company. It should decrease its prices of the sets so that the sets may become in reach of every user and the market may increase and become the cause of increasing profit rate. Companies should also work on their advertisement campaign, as the recall rate was not satisfactory..
To increase sales volumes company should use the newer and innovative selling concepts.

ASince maximum numbers of Indian consumers are family oriented hence companies should advertise and target the family as a whole. Price and the brand name has been ranked higher among the other parameters of preference companies should sense the sensitivity of price and importance of Building Brand equity.

Building A brand equity is not an easy task in the Indian market and that too at times when there are so many competitors in the market and consumer is so discerning.

54

CONCLUSION
Nokia is a consumer led company. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate.As I have done my survey by reaching to the dealers and customers, I conclude that most of the people are satisfied with Nokia handsets & they do not want to replace their sets with other companys mobile. 1) Majority of customers prefer Nokia mobiles due to its durability and reliability. 106 2) Nokia mobiles are mostly preferred by the businessmen due to its long battery back up. 3) The important product attributes of Nokia mobiles, like prices, battery back up, appearances, quality, and accessories, have been appreciated by the respondents 4) Majority of customers are satisfied with the brand image of Nokia mobile. Nokia brand is world famous and has its own values in the eyes of the customers. Nokia leads and be at no. 1 position according to the customers. 5) Customers are satisfied with Nokia mobile phones because Nokia mobile phones have the following features. Looks & styles Clarity Modern technology Good storage capacity Good battery back up Easier in functioning Friendly user. 6) The sale of Nokia mobile is very high as compared to other mobiles and the sale of Nokia is not much affected after BL-5C battery case because the company offered newbattery of BL-5C in replacement of damage battery without any charges

55

BIBLIOGRAPHY

WEBSITES: www.nokia.co.in www.nokianseries.co.in

www.nokia history.com

Baines, P. and Chansarkar, B. (2002) Introducing Marketing Research. New York: Wiley. p18 C.R. Kothary. Research Methodology: methods and techniques

56

ANNEXURE

Name: _________________________ Occupation: _____________________ Email: _____________________ 1. Monthly income: a.) Less than 5,000 c.) 10,000-20,000 2. Which a companys mobile do you prefer: a.) Samsung c.) Sony Ericsson e.) Spice

Age: ________ phone no: ________

b.) 5,000-10,000 d.) More than 20,000

b.) Nokia D.) Htc f.) Others

3. Which features do you want in your mobile phones? a.) Looks & Style b.) Clarity c.) Modern technology d.) Storage capacity e.) Others 4. Are you satisfied with the services of Nokia mobile phones? If no, why? a.) Satisfied b.) Dissatisfied c.) Cant say 5. Are you satisfied with the prices of Nokia mobile phones? a.) Highly satisfied b.) Satisfied c.) Neither satisfied nor dissatisfied d.) Dissatisfied e.) Highly dissatisfied

6. Are you satisfied with the accessories attached with the Nokia mobiles? a.) Satisfied b.) Dissatisfied c.) Cant Say 7. Are you satisfied with the battery back up and quality of Nokia mobiles? a.) Highly satisfied b.) Satisfied c.) Dissatisfied

57

8. Are you satisfied with the brand image of Nokia mobile phones? If no, which brand? Image you prefer? a.) Satisfied b.) Dissatisfied c.) Cant say

9. Who suggested you to buy Nokia mobile phone? a.) Friends b.) Neighbors d.) others

c.) Family members

10. Give us the reason for selecting or rejecting Nokia mobile phone? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q11) How much do you think you will spend on a new mobile phone in the next purchase?
a) < 5,000 c) 5,000 - 10,000 [ ] [ ] b) 10,000 - 20,000 [ ] d) > 20,000 [ ]

Q12) Are you planning to change your Mobile phone in near future?
a)YES [ ] b) NO [ ]

Q13) If yes then mention the brand which according to you has a good market value? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q14) Do large specific promotions such as large discounts effect your purchase decision?
a) Yes [ ] b) NO [ ]

Q15) where do you think did the other brand lacked? And what additional improvement In that phone would have made you buy that phone? ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q16) Anything else that look upon while making a purchase? ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------58

Company Information:
Contact information
USA PHONE: CANADA PHONE: TDD: BBS: WEB SITE: FTP SITE: E-MAIL: ADDRESS: Click here Nokia Americas 6000 Connection Drive Irving, Texas 75039 Formed in 1967, Nokia is the manufacturer of numerous different mobile solutions such as cell phones and the N-Gage. NOK http://www.nokia.com (888) 665-4228 (888) 226-6542

COMPANY INFORMATION:

STOCK SYMBOL:

Current listed products

Hardware Software 59

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