[SUPERIOR UNIVERSITY]

Brand Management

SUPERIOR UNIVERSITY

Brand Management
MBA Professional
KHALID AZEEM 8257

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Brand Management

DEDICATION
We are dedicating our work to our parents and respected teacher Prof. Khurram Shehzad, who have played a vital role in our studies and have guided us at every step with their precious ideas. No doubt this dedication is insufficient and we can never repay for the role they have played in our studies but we are sure that their work will prove itself an asset in our life

ACKNOWLEDGEMENT

We are very proud of our teacher Prof. Khurram Shehzad, whose help and instructions enable us to bind papers into project manner. We are very thankful to him.

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Contents Contents..................................................................3 CHAPTER 1...............................................................5 INTRODUCTION OF BRAND .....................................5 ELEMENTS OF BRAND.............................................8 DESIRE BRAND KNOWLEDGE STRUCTURE................9 Desired brand knowledge structure of the brand/brand owner i.e. ..........................................9 Desires brand awareness level including recall and recognition............................................................9 Desired image/positioning of brand including strong, favorable and unique association..........................10 Desired association i.e. with attributes (product or non-product) or benefits (functional or emotional) 10 Positioning and Differentiation.............................12 CHAPTER 2.............................................................13 PROBLEM STATEMENT .........................................13 RESEARCH OBJECTIVES.........................................13 RESEARCH MEHTODS............................................14 SAMPLE TYPES.....................................................14 SAMPLE SIZE........................................................14 3

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RESEARCH LIMITATION.........................................14 QUESTIONNERIES.................................................14 CHAPTER 3.............................................................15 FINDING AND ANALYSIS........................................15 Recall Ability......................................................15 Recognition.......................................................16 Behavior............................................................17 Preferability.......................................................18 Advertisement...................................................18 Price..................................................................20 Reception..........................................................21 Battery Timing...................................................22 ..........................................................................22 User Interface ...................................................23 Multimedia........................................................24 ..........................................................................24 Voice Clarity......................................................25 Design(Look) n...................................................26 GPRS.................................................................27 CONCLUSION .......................................................28 RECOMMENDATION TO COMPANY..........................30 4

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REFERENCE..........................................................31 Appendix.............................................................31

CHAPTER 1
INTRODUCTION OF BRAND The roots of this internationally renowned Finnish

telecommunications company lay in a number of earlier companies, two of which were established in what became the town of Nokia. The first, established in 1865, manufactured paper and built up an international client base in Russia, Britain, France, and China. It was followed by the Finnish Rubber Works, founded in 1898, whose products were sold under the Nokia brand name in the 1920s. The third, the Finnish Cable Works, was established in 1912 and grew rapidly in tandem with the growth of electricity. All three companies were eventually merged in 1967 as the Nokia Group which, by the early 21st century, employed 24,000 in Finland alone.

Fredrik Ides tam, an engineer by trade and founder of Nokia, built a wood pulp mill on the banks of the Tammerkoski 5

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rapids, in southern Finland. A few years later, he built a second mill by the Nokia nvirta River the place that gave Nokia its name. Brief history is given in following lines;

1865: Nokia is founded as a maker of pulp and paper. 1898: Finnish Rubber Works is founded. 1912: Finnish Cable Works is formed. 1915: Nokia shares are first listed on the Helsinki exchange. 1967: Nokia merges with Finnish Rubber Works and Finnish Cable Works to form Nokia Corporation. 1979: Mobira Oy is formed as a mobile phone company. 1981: The first international cellular system, the Nordic Mobile Telephone network, comes on line, having been developed with the help of Nokia. 1982: Nokia acquires Mobira, which later becomes the Nokia Mobile Phones division. 1986: Company markets internationally the first Nokia mobile telephone. 1993: The first Nokia digital cellular phone hits the market. 1998: Nokia surpasses Motorola as the world's number one maker of mobile phones. 2002: Nokia introduces the first third-generation compliant mobile phone. 6

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2005: Jorma Ollila announces he will step down as chief executive officer in 2006.

Company profile Brief profile of company at fiscal year ending December, 2007: Type: Public On the web: http://www.nokia.com Employees: 68,483 Employee growth: 16.3% Sales: $75,203.3M One year growth: 38.5% Net income: $10,612.2M Income growth: 88.0% Chairman: Jorma Ollila President, CEO, and Director: Olli-Pekka Kallasvuo EVP and CFO: Richard A. (Rick) Simonson General Manager, Nokia Pakistan and Afghanistan; Imran Khalid Mehmood 7

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ELEMENTS OF BRAND Name

Logo

Slogan

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DESIRE BRAND KNOWLEDGE STRUCTURE

Desired brand knowledge structure of the brand/brand owner i.e. Nokia has rediscovered the theme of demand creation by focusing on simple, easy to use handsets that are sleek and stylish Nokia has been in the top ten for the past two years, but 2007 is the first time the Nokia brand valued at $33.7m - has broken in to the top five. They are now trying hard to raise this value.

Desires brand awareness level including recall and recognition The recall and recognition of Nokia brand is well established as compared to others. They are now focusing on technical aspects to attract customers. They are trying to launch new friendly interfaces to grab old customers.

Desired image/positioning of brand including strong, favorable and unique association 9

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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 Technolgy 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 as pirational, 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.

Desired association i.e. with attributes (product or non-product) or benefits (functional or emotional) Functional benefits GPS 10

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PS Media player MP3 player Camera Blue tooth and infra red Call recording Internet TV Psychological benefits Style Satisfaction Self actualization Image Expression Brand Look Professionals Fun seeking youth Innovation and technology demanding people Variety seeking customers

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Positioning and Differentiation A lot of their success is attributable to Nokia's core business practices and philosophies, which revolve around providing their customers with stylish, usable, robust, experiential and relevant devices with Nokia's signature and world famous quality and ease of use. Brands efforts (ongoing marketing plan of the company) to achieve desired brand knowledge structure i.e. Product, Price , Distribution, and Promotion/communication strategies Providing service at the local level is one of the ways to gain insights into the needs of diverse markets and it is one of Nokias strengths. Nokia also announced today plans to launch its Nokia Life Tools service in Indonesia in December. And with the announcement, the company is introducing five new, easy-to-use phones to support this service. Nokia so far has launched 7 care centers in the major cities of Pakistan located in Karachi, Lahore, 12

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Rawalpindi, Islamabad, Faisalabad, Peshawar and now in Multan

The brand value of Nokia was 35,942 millions which is 7% raised in 2008. In 2009 it is 34,864 millions which is decrease by -3%.

CHAPTER 2
PROBLEM STATEMENT

To analyze the brand equity of Nokia.

RESEARCH OBJECTIVES To find out the brand equity of Nokia. To measure the brand image and brand awareness of the brand. To analyze the recall ability and recognition of the observed brand. To find out the benefits and attributes of the brand. To identify the product and non-product related attributes of the brand. To know the emotional and functional benefits of the brand. 13

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To define the current market situation of brand.

RESEARCH MEHTODS We have used secondary data as well as primary data. After collecting data through questionnaires, we have fed it into the SPSS 16. The results are generated after applying the some specific tests. SAMPLE TYPES The sample consists of male and females. SAMPLE SIZE We have prepared a questionnaire to collect data from hundred (100) individuals. RESEARCH LIMITATION The research we are conducting is limited to Lahore. Its a descriptive research. QUESTIONNERIES We have prepared a questionnaire which is given in appendix-1

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CHAPTER 3
FINDING AND ANALYSIS Recall Ability

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Interpretation This table indicates that the recall ability of the Nokia brand is very high as compared to the other brand of the mobile sets.

Recognition

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Interpretation This table indicates that the people are very well aware and recognized about the all brand of the mobile logo. Mostly people are very well aware and recognize the Nokia logo. Behavior

Interpretation

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This bar chart shows that most of the people think that Nokia would be friendly If it comes to you as a Human being. And also the majority considers Nokia would be excitement if it comes as human being. Some people say that it would be energetic. So we can say that the Nokia brand image is very well in the mind of the consumer. And it is also positive. Preferability

Interpretation This bar chart indicates that mostly people are prefers battery timing feature of the Nokia mobile when they purchase the Nokia mobile sets.becouse the Battery timing of the Nokia mobile sets is very well as compared to other mobile sets. Advertisement 18

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Interpretation This bar chart indicates that mostly people are hear about the Nokia mobile sets through T.V advertisement so Nokia company would communicates mostly through T.V advertisement internet is also high source for awareness about the Nokia company and so on.

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Price

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Strongly Disagree Total Missing Total System 22 13 13 1 1 50 50 100 Percent 22.0 13.0 13.0 1.0 1.0 50.0 50.0 100.0 Valid Percent 44.0 26.0 26.0 2.0 2.0 100.0 Percent 44.0 70.0 96.0 98.0 100.0

Interpretation This table indicates that the 44% people out of the 50 people strongly agree about the prices of the Nokia mobile sets. 26% of the people are just agreeing on the prices of the Nokia mobile sets.. Similarly results in the case of the normal. 2% people are disagreeing and also 2% people are strongly disagreeing who dont satisfy with the prices of the Nokia mobile sets. 20

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So after the analyses of this table we can say that the majority of the people are satisfied with the prices of Nokia mobile sets.

Reception

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Total Missing Total System 30 10 7 2 49 51 100 Percent 30.0 10.0 7.0 2.0 49.0 51.0 100.0 Valid Percent 61.2 20.4 14.3 4.1 100.0 Percent 61.2 81.6 95.9 100.0

Interpretation This table indicates the reception feature of the Nokia mobile sets. After analyzing this table we conclude that the 61.2% people answer that they are strongly agree with the reception of the Nokia mobile sets. 20.4 people answer just agree. And 4.1 person respondents disagree with the 21

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reception feature of the Nokia mobile sets. So we can say that overall the receptions of the Nokia mobile sets are good.

Battery Timing

Cumulative Frequency Valid Strongly Agree Agree Normal Total Missing Total System 39 7 3 49 51 100 Percent 39.0 7.0 3.0 49.0 51.0 100.0 Valid Percent 79.6 14.3 6.1 100.0 Percent 79.6 93.9 100.0

Interpretation In this table we tried to find the perception of the people about the battery timing of the Nokia mobile sets. According to this table we are find that the 79.6% respondent are highly agree with the battery timing of the Nokia mobile sets.14.3% respondents are also agree, while only 6.1% respondent had normal view about the battery timing of Nokia mobile sets. There is nobody who are disagree or strongly disagree with the battery timing of the 22

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Nokia mobile sets so we can say that the battery timing of Nokia mobile is very well and people are like it.

User Interface

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Total Missing Total System 25 15 8 1 49 51 100 Percent 25.0 15.0 8.0 1.0 49.0 51.0 100.0 Valid Percent 51.0 30.6 16.3 2.0 100.0 Percent 51.0 81.6 98.0 100.0

Interpretation 51% respondents are strongly agreed about the user interface of the Nokia mobile sets. And also 30% people are agreeing about this feature. 16.3% respondent answer is normal about that feature of Nokia mobiles. When we see the table only 2% respondents are disagrees with the user interface. 23

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So this feature is also well as compared to other mobile.

Multimedia

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Total Missing Total System 24 11 10 4 49 51 100 Percent 24.0 11.0 10.0 4.0 49.0 51.0 100.0 Valid Percent 49.0 22.4 20.4 8.2 100.0 Percent 49.0 71.4 91.8 100.0

Interpretation This table indicates that 49% respondents are strongly agreed with the multimedia feature of the Nokia mobile sets. 22.4 people are also agreed. While 20.4 % respondents are says normal answer about this feature. 8.2% people are disagreeing with Multimedia feature of the Nokia mobile sets. This is high as compared to 24

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others feature of the Nokia sets. So manager and creator will try there best to enhance the multimedia feature of the Nokia mobile sets. Voice Clarity

Cumulative Frequency Valid Strongly Agree Agree Normal Total Missing Total System 33 12 4 49 51 100 Percent 33.0 12.0 4.0 49.0 51.0 100.0 Valid Percent 67.3 24.5 8.2 100.0 Percent 67.3 91.8 100.0

Interpretation This table indicates that the 67.3% respondents are strongly agreed while 24.5% respondents are agreeing with the voice clarity feature of the Nokia. 8.2% respondent normal about this feature. And no body is disagreeing with this feature of the Nokia.

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Design(Look) n

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Total Missing Total System 16 14 15 4 49 51 100 Percent 16.0 14.0 15.0 4.0 49.0 51.0 100.0 Valid Percent 32.7 28.6 30.6 8.2 100.0 Percent 32.7 61.2 91.8 100.0

Interpretation In this table we tried to find the perception of the people about the design or look of the Nokia mobile sets. According to this table we are find that 32.7% respondent are highly agree with the design or look of the Nokia mobile sets.28.6% respondents are also agree, while 30.6% respondent had normal view about the design of Nokia mobile sets. 8.2% people are disagreeing with design of the Nokia mobile sets. This is high as compared to others feature of the Nokia sets. So manager and creator will be trying 26

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there best to enhance the design or look of the Nokia mobile sets.

GPRS

Cumulative Frequency Valid Strongly Agree Agree Normal Disagree Strongly Disagree Total Missing Total System 17 10 17 3 2 49 51 100 Percent 17.0 10.0 17.0 3.0 2.0 49.0 51.0 100.0 Valid Percent 34.7 20.4 34.7 6.1 4.1 100.0 Percent 34.7 55.1 89.8 95.9 100.0

Interpretation 27

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In this table we tried to find the perception of the people about the GPRS feature of the Nokia mobile sets. According to this table we are find that the 34.7% respondent are highly agree with the GPRS feature of the Nokia mobile sets.20.4% respondents are also agree, while 34.7% respondent had normal view about the GPRS feature of Nokia mobile sets. And only 4.1% people are strongly disagree with this feature of the Nokia mobile sets.

CONCLUSION

Nokia is largest mobile selling company and is having a positioning statement connecting people and all its ad campaigns are developed to add synergy to its message. Even though all the mobile models are having their own attributes and benefit statements as well, but the overall impact is always supporting to the positioning statement of Nokia.

Before buying a handset we should focus on our needs and the functionality it offers 28

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I observed that the demographics of the area play an important role. for e.g in DHA (Defense) people prefer quality and brand reputation matters, whereas price is not a major factor for such customers. On the contrast if we take areas like inner city for instance the demographics and preferences for phones totally changes. The majority of customers are attracted to the lower prices rather than anything else.

In my opinion, the pricing strategy of Nokia can be improved. Lets look deeper into the classifications of the models

Now a days the customers are demanding more and more compatibility in the user interface of the handset, no matter Nokia has got the most friendly user interface. Nokia has also very clearly done the market research for Pakistan as people go for cheap and still want the best possible.

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RECOMMENDATION TO COMPANY Should be increasing the quality of GPRS because large number of people is not interested for using it. Nokia should improve product designing because it captures large number of market share. Nokia should increase the advertisement and use all Mass media for advertisement. Nokia should reduce the prices of mobiles so that it can be more affordable for the consumers. Nokia should introduce mobiles with 3G. Nokia should introduce LCD technology in their mobile phones. Nokia should be Easley available to the consumer. Nokia recalablity and recognition is very well. But there is possibility to increase. This can be done through extensive communication campaign.

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REFERENCE

http://telecompk.net/category/customer-service/page/2/ http://www.google.com.pk/search?q=nokia's%20brand %20tracking%20study&hl=en&sa=N&tab=sw

Appendix
Appendix-1

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We are the students of superior university. We are conducting a survey on the mobiles. You are requested to fill out the questionnaire. Information collected in this survey will be used for research purpose only. 1. Do you like mobile? Yes ______ No _______ 2. What brand comes first in your mind when you hear about mobiles? ____________________________________________________ 3. Can you recognize these logos?

4. What would be your preference to purchase mobile? Strongly Agree Rate from 1 to 5 Price Reception Battery time User interface Multimedi a 1 Agre e 2 Norm al 3 Disagr ee 4 Strongly disagree 5

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Voice clarity Design (looks) GPRS

5. Which mobile do you prefer? Nokia Sams ung Sony Ericson LG Motor ola

(If select Nokia then continue otherwise go to personal information)

6. Kindly rate the following attributes of Nokia Strongly Agree Rate from 1 to 5 Price Reception Battery time User interface Multimedi a Voice clarity Design (looks) 1 Agre e 2 Norm al 3 Disagr ee 4 Strongly disagree 5

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GPRS

7. Which element attract you to purchase Nokia ? Pric Recept e ion Battery time User interfa ce Multime dia Voic e clari ty Desi gn GPRS

8. If Nokia is not available what would you do ? Buy another ___________ Go to another mobile shop__________________ 9. Where you have seen the advertisement of Nokia ? Television _______NEWS PAPERS _____ Magazines __________ Internet ________

10. How you will describe Nokia, If it comes to you as a Human being. Friendly _____ Un friendly _____ Excitement _____ Energetic _____ Boredom _____ Rigid _____

Personal Information

Gender ____________________ Age ________________________ Profession __________________ Education __________________

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E-mail _____________________ Contact No ________________

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