Nokia report

ACKNOWLEDGEMENT

Perseverance, Inspiration and Motivation have always played a key role in the success of

any venture. Working on this project was a challenge. It is often difficult to understand

wide spectrum of knowledge without proper guidance and advice.

I wish to express my gratitude to Mr Yogesh Chauhan Sir who assigned me this project.

He has been constant source of guidance and encouragement in exploring the nuances of

the project. He took special interest in the study and gave me his guidance and pertinent

suggestions.

Last, but not the least I would like to thank for intellectual simulation, moral support and

constant source of inspiration throughout the project and I gratefully acknowledge the

continuous assistance and inspiration given to me by her.

It has been a privilege and pleasure working under the guidance and experience which

will be cherished for a long time to come.

This acknowledgement is incomplete without rendering impartial gratitude to all those

who has helped me directly or indirectly in making this project a success.

DECLARATION

I Archit Bhardwaj , student of BBA at GLA Institute Of Technology And

Management hereby declares that the project report entitled “Advertising and Sales

Promotion for Nokia ” is an original document and has been done with consultation with

the project guide. Feasible suggestions duly incorporated have been incorporated in

consultation with the project guide.

CONTENTS

OBJECTIVES…………………………………………………………………....5

INTRODUCTION : NOKIA……………………………………………….……6

HISTORICAL BACKGROUND……………………………………………….7

PRODUCTS OF NOKIA AND ITS FEATURES……………………….……12

DATA COLLECTION……………………………………………………......…62

MISSION STATEMENT OF NOKIA……………………………………...…..63

AREAS OF FOCUS…………………………………………………………..….66

SWOT ANALYSIS…………………………………………………………..…..67

PEST ANALYSIS………………………………………………………….…….70

STRATEGIC MANAGEMENT…………………………………………...……72

SECRETS OF NOKIA STRATEGIC SUCCESS……………………………..73

COMPETITOR PROFILING…………………………………………….…….75

COMPARITIVE ANALYSIS……………………………………………...……77

MARKET SURVEY OF CONSUMER PREFERENCES……………….……89

RECOMMENDATIONS………………………………………………..………102

CONCLUSION……………………………………………………………..……104

BIBLIOGRAPHY…………………………………………………………..……105

QUESTIONNAIRE………………………………………………………………106

OBJECTIVES

OBJECTIVES OF RESEARCH REPORT:

To conduct the comparative study between Nokia and other prominent

Players in the market.

Analysis of customer satisfaction and to find out the reason behind

customer buying behaviour while purchasing Nokia.

INTRODUCTION

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. Nokia is a

broadly held company with listings on four major exchanges.

HISTORICAL BACKGROUND OF NOKIA

NOKIA was established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the banks of the Tammerkoski rapids in the town of Tampere, in south-western Finland. The company was later relocated to the town of Nokia by the Nokianvirta river, which had better resources for hydropower production. That is where the company got the name that it still uses today. The name Nokia originated from the river which flowed through the town. The river itself, Nokianvirta, was named after the old Finnish word originally meaning a dark, furry animal that was locally known as the nokia, or sable, or later pine marten. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Shortly after World War I, Finnish Rubber Works acquired Nokia Wood Mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. These three companies were merged to form Nokia Corporation in 1967. The new company was involved in many sectors, producing at one time or another paper products, bicycle and car tires, footwear (including Wellington boots), personal computers, communications cables, televisions, electricity generation machinery, capacitors, aluminium, etc.

The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would 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 Idestam establishes a paper mill at the Tammerkoski Rapids in south-western Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business.

1912: Finnish Cable Works founded Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses.

1937: Verner Weckman, industry heavyweight Former Olympic wrestler Verner Weckman 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 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: Mobira Oy, early phone maker Radio telephone company Mobira Oy 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 company’s first digital telephone switch, goes into operation.

1984: Mobira Talkman launched Nokia launches the Mobira Talkman portable phone.

1987: Mobira Cityman – birth of a classic Nokia launches the Mobira Cityman, the first handheld NMT phone.

1991: GSM – a new mobile standard opens up Nokia equipment is used to make the world’s first GSM call.

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 Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade...

1992: Jorma Ollila becomes President and CEO Jorma Ollila becomes President and CEO of Nokia, focusing the company on telecommunications.

1992: Nokia’s 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.

1994: World’s first satellite call The world’s 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 Nokia’s Snake game.

1998: Nokia leads the world Nokia becomes the world leader in mobile phones.

1999: The Internet goes mobile Nokia launches the world's first WAP handset, the Nokia 7110.

Nokia’s 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 Nseries.

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-Pekka Kallasvuo becomes Nokia’s President and CEO; Jorma Ollila becomes Chairman of Nokia’s board. Nokia and Siemens announce plans for Nokia Siemens Networks.

2007 Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its new internet services brand.

2008 Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment, Devices & Services.

STRUCTURE OF NOKIA

The Devices unit is responsible for developing and managing our mobile device portfolio, including the sourcing of components. Nokia is increasing its offering of consumer Internet services, in five areas—music, maps, media, messaging and games—and working to deliver those services in an easily accessible manner to consumers. The Services unit is responsible for developing this part of our business. The Markets unit is responsible for the management of our supply chains, sales channels, brand and marketing activities. The three units receive operational support from our Corporate Development Office, which is also responsible for exploring corporate strategic and future growth opportunities. Nokia Siemens Networks provides wireless and fixed network infrastructure, communications and networks service platforms, as well as professional services to operators and service providers. NAVTEQ is a leading provider of comprehensive digital map data for automotive navigation systems, mobile navigation devices, Internet-based mapping applications, and government and business solutions. NAVTEQ’s map data will be an important part of the

Nokia Maps service that brings downloadable maps, voice-guided navigation and other context-aware web services to people’s pockets.

PRODUCTION UNITS

Networks technology

China Finland Germany India

Mobile devices and technology

Brazil China Finland Great Britain Hungary India Mexico Romania South Korea

Nokia Today

Today, Nokia is a world leader in digital technologies, including mobile phones, telecommunications networks, wireless data solutions and multimedia terminals .Backed by its experience, innovation, user friendliness and secure solutions, the company has become the leading supplier of mobile phones ,fixed broadbands and IP networks. By adding mobility to the internet, Nokia creates new opportunities for companies and further enriches the daily lives of people. . Nokia is operating in over 130 countries and 15 factories over 9 countries.Nokia spends 20% of net sales in research and development. Nokia registers on an average 5 patents everyday.

PRODUCT OF NOKIA

AND

ITS FEATURES

Nokia 1208

Key Features

Experience enhanced visual with the 65,536 color display Dust and splash proof with rubberized keypad and anti-slippery back cover Bright flashlight for convenience and emergency Timer tracker feature helps you controls the duration of each call Multiple phonebook makes sharing phone easier Easy–to-use menu in multi languages with calendars

Operating Frequency

GSM Dualband EGSM 900/1800 MHz

Dimensions

Volume: 67.3 cc Weight: 76.9 g Length: 102 mm Width: 44.1 mm Thickness (max): 17.5 mm

Display

65,536 color, 96 x 68 pixels display

User Interface

S30 user interface

Messaging

Text messaging: Supports concatenated SMS, picture messaging, SMS distribution list

Distribution list - create and manage your personal list Predictive Text Input: Support for all major languages in Europe and Asia

Pacific including Indian dialect

Large SMS storage for up to 60 SMS on phone memory

Ringing Tones

32-chord/voice polyphonic ringing tones with MP3-grade sound

Call Management

Large contact storage - up to 200 entries in built-in phonebook

Voice Features

Integrated handsfree speaker

Personal Information Management (PIM)

Multi phonebook Alarm clock Analog/digital clock Reminders Stopwatch Calculator Calendar Converter Countdown timer

Power Management Battery Talk time* Standby time* BL-5CA Up to 7 hrs Up to 15.2 days

Nokia 1650

Key Features

Easy one-touch key to activate FM radio in an instant Enjoy easy viewing with the 65,536 colors, large screen display and large font

type when dialing Personalize your phone ring with quality MP3-grade and 32 Polyphonic ringtones Extend your talk time with Power Saver mode Convenient one-touch key to switch on built-in flashlight

Operating frequency


Dimensions

Volume: 69 cc Weight: 80 g Length: 104.2 mm Width: 43.8 mm Thickness: 17.8 mm

Display

65,536 colors, 128 x 160 pixels CTSN display

User interface

S30 user interface

Multimedia

Integrated FM radio

Messaging


Chat Large SMS storage on phone - up to 250 SMS Easy to create and send SMS – with local input method

Language Support

18 Input languages: Bahasa Indonesia, Bahasa Malaysia, Bengali, Simplified Chinese, English, Gujarati, Hindi, Kannada, Marathi, Pilipino (Tagalog), Punjabi, Tamil, Thai, Vietnamese, Khmer, Malayalam, Sinhalese, Telugu

Ringing Tones

Supported file formats: MP3-grade, 32-chord polyphonic MIDI ringing tones

Connectivity

Headset connector: Standard 2.5mm headset connector

Call Management

Time Tracker Call Duration Log

Voice Features

Integrated handsfree loudspeaker

Power Management Battery Talk time* Standby time* BL-5C Up to 8 hrs Up to 17.5 days

Nokia 2626

Key Features

Stand out from peers and friends with colored covers Listen to and share your FM radio music through the integrated handsfree speaker Record sound on the move and send to friends with Nokia Xpress Audio

Messaging Download wallpapers & ringing tones via GPRS Stay updated on work and play with one inbox for SMS and MMS messages

Operating frequency


Dimensions

Weight: 91 g Length: 104 mm Width: 43 mm Thickness (max): 18 mm

Display

65,536 colors display

Multimedia

Integrated FM radio Nokia Xpress Audio Messaging Preloaded polyphonic MP3 and MIDI ring tones

Memory functions

2 MB Gallery to store downloaded files

Messaging

Multimedia messaging: MMS for creating, receiving, editing, and sending videos and pictures with AMR voice clips

Email: Supports SMTP, POP3 and IMAP4 protocols. Support for attachments Text messaging: Supports concatenated SMS, picture messaging, SMS

distribution list

Browsing

WAP* 2.0 xHTML/HTML browser

Data Transfer

GPRS: Class B, multislot class 6

Call Management

Large contact storage – 300 entries in built-in phonebook

Voice Features

Voice recorder Integrated handsfree speaker Set voice clip as ringing tone

Personal information management (PIM)

Calculator Power organizer - week, month review with local calendar

Power management Battery Talk time* Standby time* BL-5C Up to 3 hrs Up to 300 hrs

Nokia 2600Classic

Key features

Capture images and videos in dazzling color with the digital VGA camera and video recorder

Personalize your phone with MP3, ringtones and user-created ringtones Enjoy music and news on the move with the FM radio Monitor call times with Pre-paid Tracker Share your photos and video clips with friends and family using Bluetooth Keep in contact with SMS, MMS, email, and Nokia Xpress Audio Messaging Keep all your contacts on hand with 1000-entry phone book

Operating frequency

Dual band GSM 850/1900 MHz Dual band EGSM 900/1800 MHz

Dimensions

Volume: 63.5 cc Weight: 73.2 g (with battery) Length: 109.6 mm Width: 46.7 mm Thickness: 12 mm

Display

65K color, 128 x 160, TFT

Imaging

VGA camera TFT color display MMS

Multimedia

Digital VGA camera with video recorder for pictures and video FM radio

Messaging

Email supports POP3, IMP4 and SMTP protocols Nokia Xpress Audio Messaging (sends greetings with short voice clips) SMS text messages MMS messaging with pictures Personalize SMS message alerts with your favorite ringtones

Java™ Applications

xHTML over TCP/IP, WAP 2.0 MMS 1.2 (supports 300KB size) Nokia Xpress Audio Messaging Java MIDP 2.0 applications OMA DRM 1.0 smart content download (forward lock)

Connectivity

Photo and data sharing with Bluetooth 2.0

Browsing

WAP 2.0 web browser (xHTML)

Power Management

Battery: BL-5BT Capacity: 870 mAh Talk time: Up to 6 hrs Stand-by: Up to 24 days

Nokia 3500 classic

Key Features

An elegant, large, glossy black 1.8" smoked screen makes viewing all your photos a pleasure.

A solid metal rim around the phone protects the screen from scratches Splitline coloring in the keymat adds a touch of color Benefit from easy connectivity with Bluetooth, and a mini-USB port to connect to

a PC Save more of your moments with the option to use MicroSD memory cards up to

2GB Ensure you’re always in touch with up to 2,000 contacts. Stay entertained with a music player and FM radio Make your handset unique with MP3 ringtones

Display

Main display: 128x160, up 262k colors. TFT (active area 1,8")

Imaging

2 megapixel camera 8 x digital zoom

Messaging

Email client with attachments (Java version) MMS: OMA MMS 1.2 (300 kB MMS size) Instant Messaging

Multimedia

Media player supporting MP3, MP4, AAC, AAC+ eAAC+, H.263, H.264 FM Stereo radio Video streaming (3GPP) Video ringing tones MIDI ringing tones up to 64 polyphonies DRM release 2.0 HXTML browser Java: MIDP 2.0

Connectivity

Bluetooth Micro SD memory slot up to 2GB Mini-USB connector

Other features

Themes including animated wallpapers, screensavers, color schemes & ringing tones

Voice recording, voice commands, speaker independent name dialing User configurable right soft key and GoTo menu Organizer with calendar, To-do list and notes Alarm clock, Countdown timer (normal and interval timer)

Bearers supported

DARP EDGE class 10; GPRS class 10 GPRS/EDGE/HSCSD/CSD for browsing and as data modem Bluetooth

Power Management Battery Talk time Standby time Capacity BL-4C 300h 860mAh

Nokia 6500 slide

Key features

Take high quality pictures with a 3.2 megapixel camera with Carl Zeiss optics, auto focus, and 8x digital zoom

A powerful double LED flash makes indoor pictures perfect

Share pictures or videos with friends and family via TV-Out

3G video calling helps you feel even closer to the people you care about

Connect directly to Flickr™ website to share your photos with all your friends

Imaging and video

Integrated 3.2 megapixel camera with Carl Zeiss optics, auto focus, with up to 8x digital zoom

Integrated double LED flash Macroshot, landscape mode, sequential shots, and dedicated 2-step capture key Horizontal mode with capture and zoom keys allows you to use the phone like a

digital camera Use PictBridge™ to print copies of your favorite images Add finishing touches to your pictures with Adobe PhotoShop software

Video recording: VGA (15fps) and QCIF (30fps) resolutions with 4x smooth zoom. Supports H.263 MPEG-4 in .3gp format

Secondary camera for video calling (QCIF resolution, 15 fps) Add a new dimension to your conversations with 3G TV video calling and TV

conference via TV-Out Video: Video recording and playback in MPEG4

Browsing

WAP* 2.0 browser with XHTML support over HTTP/TCP/IP stack Opera Mini browser OMA Digital DRM 2.0 - including forward lock for content protection, combined

delivery, separate delivery and superdistribution

Connectivity

Bluetooth 2.0

Micro USB connector with USB 2.0

2.5mm AV connector for headset and TV-Out

Local and remote SyncML synchronization using Nokia PC Suite software

Data transfer*

EDGE Release 4 multi-slot class 31 (5RX+2TX: maximum 6 slots) GPRS multi-slot class 31 (5RX+2TX: maximum 6 slots, class B&C) CSD (circuit-switched data) transfer for browsing and as data modem

Digital services

Over-the-air (OTA) downloads for ringtones, themes, wallpapers, and screensavers

FOTA – firmware update over the air

Display

16 million colors QVGA 240 x 320 pixels 2.2" LCD display Active display area 33.5 x 44.7 mm Ambient light sensor

Memory functions

20 MB user free internal memory Options to expand up to 4 GB with microSD memory card

Music and multimedia

Visual Radio: Listen to music and interact with your favorite radio stations

Find out what song is playing, who sings it, and other artist information

Enter contests and answer surveys, vote for your favorite songs

Download the songs you buy direct to your phone

Integrated music player supports MP3/MP4/AAC/eAAC+/WMA audio file formats

Video streaming: H.263 & MPEG4 (up to QVGA, 15 fps), and H.264 (QCIF 15fps)

Local video playback: up to 30fps in QVGA for H263 and MPEG-4 with 2048 kbps bitrate. Up to 15fps QCIF for H264 with 128 kbps

Integrated FM Radio

Still picture to TV-Out in VGA

Video to TV-Out in QVGA 15 fps

Offline and demo modes

Flight mode: all transmission-related activities turned off

Operating frequency

Quadband GSM 850/900/1800/1900 MHz Dualband WCDMA 850/2100 MHz

Power management

Battery Talk time Standby time Capacity Battery BP-5M Up to 6 hrs Up to 13.25 days 900 mAh

Nokia N72

Key Features

"Slide and shoot" print quality photos with 2 megapixel camera with up to 20x zoom

Dedicated music keys for access to digital music player Ambient light detector optimizes display brightness Transfer data with Bluetooth wireless connectivity or via USB 2.0

Operating Frequency

EGSM 900/1800/1900 MHz Automatic switching between bands

Dimensions

Volume: 95.4 cc Weight: 124 g Length: 108.8 mm Width: 53.3 mm Thickness (max): 21.8 mm

Display

262,144 colors TFT QVGA 176 x 208 pixels display Active standby main services always on top Ambient light detector - used to optimize display brightness and power

consumption

User Interface

S60 user interface 2nd Edition Dedicated Music keys for direct access to digital music player

Imaging

Integrated 2 megapixel camera (1600 x 1200 pixels) with up to 20x digital zoom and close-up mode

Slide for lens protection and camera activation Integrated flash (operating range up to 1m) Flash modes: on, off, automatic Dedicated capture key Scenes: automatic, user defined, portrait, landscape, sport and night White balance: automatic, daylight, cloudy, tungsten, fluorescent Color tone: normal, sepia, black & white, negative Settings for brightness adjustment, image quality, self-timer, white balance and

color tones Advanced camera modes: still, sequence, video Video

o Video: play, record, stream o Audio recording AAC o Video clip up to 60 minutes (limited by available memory) o File format .mp4 (high), .3gp (normal, MMS) o Video capture: 352x288 (CIF) at up to 15 fps MPEG-4

On device photo editor and video editors (manual & automatic) Home photo editing on compatible PC with Adobe Photoshop Album Starter

Edition

Multimedia

Visual Radio

RealPlayer Media Player

Played formats: AMR-NB, AMR-WB, AAC, RealAudio, RealVideo, H.263, MPEG-4

Memory Functions

Up to 512 MB* internal dynamic memory for contacts, text messages, multimedia messages, ringing tones, images, video clips, calendar notes, to-do list and applications

Messaging


Email: Supports SMTP, POP3 and IMAP4 protocols. Support for attachments (view jpg, 3gp, mp3, ppt, doc, xls, pdf files)


Connectivity

Pop-Port™ interface with USB 2.0 full speed Bluetooth 2.0 Local synchronization with PC using PC Suite

Browsing

WAP* 2.0 xHTML/HTML multimode browser

Data Transfer*

EGPRS, Class B, multislot class 10 (UL/DL = 118.4/236.8 kbps) Speech codecs supported: FR, EFR, and AMR Data transfer application for moving data from compatible old Nokia S60 device

over Bluetooth connectivity

Voice Features

Voice dialing Voice commands

Power Management Battery Talk time Standby time BL-5C GSM: Up to 3.5 hrs GSM: Up to 240 hrs

Nokia N73

Key Features

3.2 megapixel camera with Carl Zeiss optics Large, bright 2.4-inch display Advanced auto-focus and mechanical shutter Stereo FM and support for Visual Radio Download and stream videos with built-in RealPlayer

Operating Frequency

Quadband EGSM 850 / 900 / 1800 / 190 MHz Dual mode WCDMA / GSM WCDMA 2100 MHz

Dimensions

Weight: 116 g Length: 110 mm Width: 49 mm Thickness (max): 19 mm

Display

Up to 262,144 colors, 2.4 inch QVGA 240 x 320 pixels display with automatic brightness control

Imaging

3.2 megapixel camera (2048 x 1536 pixels) with up to 20x digital zoom Camera Specifications

o CMOS sensor, 3.2 megapixel (2048 x 1536 pixels) with autofocus and digital zoom up to 20x

o Carl Zeiss Optics, Tessar™ lens o Focal length 5.6 mm

Video o Video: play, record, stream o Audio recording AAC stereo o Video stabilization o Video clip up to 1.5h (limited by available memory) o File format .mp4 (high), .3gp (normal, MMS)

Multimedia

Visual Radio RealPlayer Media Player Digital music player for MP3/AAC/eAAC/eAAC+/WMA formats with playlist

and equalizer Integrated stereo speakers with 3D sound effect

Memory Functions

Up to 42 MB* internal dynamic memory for contacts, text messages, multimedia messages, ringing tones, images, video clips, calendar notes, to-do list and applications

Options to expand up to 2 GB with miniSD card

Messaging


Email: Supports SMTP, POP3, IMAP4, and APOP protocols. Support for attachments (view jpeg, 3gp, MP3, .ppt, .doc, excel, and .pdf files)


Java™ Applications

Java™ MIDP 2.0, CLDC 1.1 (Connected Limited Device Configuration (J2ME)) C++ and Java SDKs

Connectivity

Pop-Port™ interface to USB 2.0 Infrared (IR) Bluetooth 2.0

Browsing

WAP* 2.0 xHTML/HTML multimode browser

Data Transfer*

EGPRS, Class B, multislot class 11 (UL/DL = 118.4/236.8 kbps) WCDMA 2100 with simultaneous voice and packet data (PS max speed UL/DL=

128/384 kbps, CS max speed 64 kpbs) Dual transfer mode (DTM) support for simultaneous voice and packet data

connection in GSM/EDGE networks WCDMA packet data rates: UL 384kbps, DL 384kbps Circuit data to 64kbits/s for video call Speech codecs supported: FR, EFR, WCDMA, and GSM AMR

Voice Features

Voice dialing Voice commands

Power Management Battery Talk time* Standby time* BP-6M WCDMA: Up to 3.7 hrs WCDMA: Up to 15 days

DATA COLLECTION

The task of data collection begins after a research. A problem has been defined and

research design/plan chalked out. While deciding about the method of data collection, the

researcher should keep in mind two types of data viz., primary and secondary.

The primary data is the one, which is collected fresh and for the first time and thus

happen to be original in character. The secondary data are those which have already been

collected by someone else and which have already been passed through the statistical

process. The methods of collecting primary data is that to be originally collected, while in

case of secondary data the nature of data collection work is merely that of compilation

COLLECTION OF PRIMARY DATA THROUGH

Customer

Retailer

COLLECTION OF SECONDARY DATA THROUGH

Various publications

Technical and trade journals

Books, magazines

Internet

MISSION STATEMENT, STRATEGY AND PURPOSES

OF NOKIA

Mission Statement

Customer – To maintain customer confidence by continuing to provide quality service specifically designed to meet their needs.

Market – To be recognised as a market innovator in the mobile phone industry to

continuing to improve our business practise.

Business – To ensure the team has a complete understanding of all Mobile Network Internal Systems and Procedures and that each team member is responsible for compliance with the Business Management System.

Training – To develop on going training strategies to empower personnel with

skill levels essential for future company success.

The Team – To create the best possible working environment, promoting career enhancement and job security, encouraging trust in the company and loyalty to the customer.

Marketing Strategy

Nokia’s corporate responsibility strategy is to engage, improve and be accountable. They constantly measure and review their performance in economic, environmental and social issues. They engage in stakeholder dialogue and form partnerships that serve the areas they want to improve upon. They pursue focused and practical improvement programs in relevant organizational or geographical areas as part of business operations - this involves business planning, internal communications, training. They increase accountability to stakeholders through reporting, and informative internal and external communications activities. What makes them unique is the way they do it. Based on the same approach that guides the rest of their activity – ‘The Nokia Way’ - their corporate responsibility is developed through logical steps, with much of the work concentrated inside the company, much of the work built on existing programs, and many stages taken forward in parallel. According to them it is essential to drive corporate responsibility through the company-wide strategy process, support issue owners in building business cases for ethical improvement and implementation, and increase accountability to both internal and external stakeholders. For them, corporate responsibility is an integral and continuous part of decision-making in all parts of their business; taking responsibility for the consequence of their actions. It’s a belief that by focusing on issues over which they have most influence and which

their stakeholders consider important, they will be able to mobilize more of company resources, be more proactive, and ensure long-term programs. The Nokia Strategy continues to focus on three activities to expand mobile communications in terms of volume and value:

Expand mobile voice Drive consumer multimedia Bring extended mobility to enterprises

Expand Mobile Voice We believe that many opportunities for growth exist in the mobile voice market, and we intend to continue to focus on this area. In doing so, we aim to capitalize on our demonstrated efficiency and skill in execution and demand-supply chain management, and our history of innovation. The markets on which we intend to focus include markets with low mobile subscription rates relative to the size of the population, geographic areas where it is more cost-effective to build wireless infrastructure than fixed-line networks, and heavily populated areas, where factors such as poor housing infrastructure or theft of materials tilt the scales in favour of wireless solutions. We also intend to focus on markets where the need for network capacity is growing as a result of mobile network operators promoting the replacement of fixed networks with wireless. Drive Consumer Mobile Multimedia They intend to enter new product and service niches, which we expect will emerge as technologies from diverse industries start to converge, especially in the area of consumer multimedia. Our strategy is to explore, identify and extract revenue from the most profitable and fastest growing segments of the consumer multimedia business and its value chain by anticipating consumer needs in this area, and developing innovative products and services. In the near term, we intend to focus on imaging and games, where we have already introduced a number of products. Our strategy to drive consumer multimedia will also involve leverage of our strong position in the consumer voice market. Bring Extended Mobility to Enterprise We intend to capture profitable segments of the corporate market by offering products and services that will benefit companies and individual business people alike, including a diverse handset range as well as security and mobile connectivity solutions specifically tailored for enterprise needs. As we do this, we intend to capitalize on companies' needs for mobility and seamless mobile connectivity in their operations, and also expect to collaborate with leading technology and systems integration partners. Business Objective Nokia’s business objective is to strengthen their position as a leading systems and products provider. Their strategic intent, as the trusted brand, is to create personalized communication technology that enables people to shape their own mobile world. Nokia innovates technology to allow people to access Internet applications, devices and services instantly, irrespective of time and place. Achieving interoperability of network environments, terminals and mobile services is a key part of their objective.

They intend to capitalize on their leadership role by continuing to target and enter segments of the communications market that they believe will experience rapid growth or grow faster than the industry as a whole. By expanding into these segments during the initial stages of their development, Nokia has been established as one of the world's leading players in wireless communications and significantly influenced the way in which voice and other services have been transferred to a wireless, mobile environment. As demand for wireless access to an increasing range of services accelerates, they plan to lead the development and commercialisation of the higher capacity networks and systems required to make wireless content more accessible and rewarding to the end user. In the process, they plan to offer their customers unprecedented choice, speed and value.

In addition, they will continue to be active in IP convergence. Nokia has established alliances with other service providers in order to make mobile access to services easier for the end user.

AREAS OF FOCUS

To achieve their business objective, their strategy focuses on: being the preferred provider of solutions for mobile communications; creating personalized communication technology; driving open mobile architecture enabling a non-fragmented global mobile services market; strengthening and leveraging Nokia, the trusted brand; and expanding our business and market position on a global basis.

Mobile Communications—The aim is to position Nokia as the preferred provider of products and solutions for mobile communications by providing leading communications networks that enable end-to-end service delivery for both cellular and broadband networks. They develop leading high-capacity cellular networks, platforms and user applications for the mobile Internet, end-to-end broadband access solutions and Professional Mobile Radio systems.

Personalized Technology—They want to strengthen their leadership position in

converging personal digital terminal solutions. They build on their core competencies in various key areas, including design and product innovations, brand development, and effective demand/supply network management, to bring new product concepts and associated services to market.

Driving Open Mobile Architecture—Nokia’s key commitment is to create a global

and open mobile software and services market. They aim to achieve this through strong partnering with customers, suppliers and industry participants, and solid focus on end-to-end solutions in all their development activities.

Strengthening the Brand--According to a variety of consumer surveys, the Nokia

brand is associated with well-designed, high quality and technologically advanced products and customer services that are also user-friendly. Having invested considerable resources in establishing the Nokia name as the leading brand in mobile communications, they intend to sustain and enhance the brand through aggressive advertising, sponsorship and other marketing activities in all of their principal markets. It’s a belief that the leading market position provides significant opportunities for Nokia to better understand and respond to the usage patterns of end users, and thus enhance the Nokia brand.

Expanding The Business-- For more than a decade, they have actively expanded

their business globally. They, therefore benefit from strong economies of scale throughout the organization. Nokia’s strategy is to continue focused pursuit of global business opportunities by cultivating a strong local presence in all growing markets and pursuing partnering and acquisition opportunities in order to obtain complementary technologies and market positions.

SWOT ANALYSIS OF NOKIA’S STRATEGY There are various tools which can be employed to understand the effectiveness of a company’s strategies. SWOT Analysis outlines the Strengths, Weaknesses, Opportunities and Threats facing the operating strategy of a company. Analysing the effectiveness of strategies, strength and weaknesses can be defined as internal to an organisation. The businesses do not necessarily have to correct all its weaknesses however, it should be able to retain its strengths. The key success factor for operating in the targeted market depends on the external factor. ie. Opportunity. Nokia has numerable opportunities to enlarge its market share, however, they could be faced with a threat which could be challenge posed by an unfavourable trend or development That may lead into absence of defensive marketing action and thus diminish sales and profit.

SWOT ANALYSIS STRENGTHS

Global Products and Image – Nokia is a global company. It not only sells its products to 130 countries but also sets up research and development departments in fifteen countries to produce its products in different culture and language needs,e.g English, Dutch, German and Chinese.

High Quality Products – Nokia concerns about product quality which is the most

important factor to satisfy customer’s needs. Nokia adds more values by superior quality or differentiated features to the market. Meanwhile, it also continuously improves upon the existent markets.

Serving new designs and trends – Nokia launched a wireless game which by use of

sms, tv, print media, radio and internet provides clues to help players to solve a mystery. This helps Nokia to attract customers to use its products.

Wide range of products – Nokia has the highest number of product line(more than 10

models) compared to its competitors Samsung, Ericsson, Motorola etc. Product Warrantee Worldwide – No matter where Nokia’s customers are, if they got a problem with their mobile phones, they can approach any of the Nokia’s centres. Thus, ensuring a good customer service.

WEAKNESSES

High Price – Nokia offers a good range of high quality products at high prices Though the high prices may be justified in terms of the costs to the company but this can act as a weakness in certain sections of the market e.g the middle-low income group people. Demand is skyrocketing but the price pressure is high.

New product developing problems – Although Nokia provided colour screen

mobile phones in September 2002,this was late as compared with its competitors such as Sony Ericsson and Samsung. This acted as a weakness as the people had already accepted the range introduced in the market and didn’t want to switch.

OPPORTUNITIES

Joint venture in Technology – Nokia has joined with Hewlett Packard(HP) Company in technology which has a very good reputation for many years. Nokia thus, has a considerable opportunity to enlarge their market size into PC users who prefer mobile phones compatible with PC device.

Product launch continuously - Nokia uses Total Quality Management (TQM)

which mentions more about training worker program, and makes product of high quality. All employees are well-trained and motivated and consecutively production processes are also developed as well. Nokia has established Research and Development department (R&D) which develops its product line into modern modification as well quality as the existing products.

New Software Market – As known, the amount of data traffic in mobile networks

is growing at a tremendous rate. People around the world are using new mobile services, which are directly relevant to personal needs. Nokia has already added value through MMS for Messaging and E-mail, Java for download any applications and HTML especially for content search. So it may attract those businessmen and teenagers who are interested in the new software market.

Easy Availability - Many mobile phone retail stores, such as, the link, Phone4U

and Carphone warehouse, have spread across London in every street. And, of course, every store have not missed the opportunity to choose Nokia as their product line. Consequently, all the customers can be guaranteed that any damage or loss of Mobile phone will be serviced through these retail shops.

THREATS

Threats in PC Markets - Due to fierce competition in mobile phone market it has caused new technology compatible with PC computer. Sony Ericsson specializes on PC computer now. Sony applied their computer system into mobile phone as well as PC computer on hand at the same time. Furthermore, nowadays people are interested in advance of computer as similar as mobile phone market. In this sharp competition, it is going to be harder for Nokia to grasp customers’ attention and they will have to focus on outstanding imagination and creativity in their marketing plans.

Fluctuations in Euro exchange rates – Most of the European countries have

joined the European Union and thus because of the variedeconomic conditions, the currency will fluctuate a lot finally effecting the profits of the company.

Blurring of product boundaries – This implies new entrants in the same industry like Sony, Motorola etc. who are producing almost the same product range as Nokia and thus, there is a need to change their models. Keeping in mind the weaknesses and threats, Dan Steinbock in an article called the ‘Nokia revolution’ outlines the secrets behind the success of Nokia. Apart from the SWOT analysis, the effectiveness of Nokia’s strategies can also be analysed looking at the environment in which it operates.

PEST ANALYSIS

Nokia, is an international organisation which requires to focus on macro environmental factors. Macro Environmental factors comprise Political, Economical, Society and Technology, viz., PEST Analysis. In view of the different culture and different external factors between different countries, Nokia has to adjust its strategic plan in order to develop international market. Political Factors It is important of a company to acquire certain kind of policies from its government, such as the economic policy, and science and technology policy. Finnish policies assist Nokia to advance its products. The Finnish policies are the most important factors behind Nokia’s success. To operate efficiently, a modern knowledge- and technology-based economy that is highly specialized, internationalized and undergoing rapid structural change requires active support from the public sector. In its widest sense industrial policy and science and technology (S&T) policy comprise all those measures by which the public sector shapes the operating environment for business and thus fosters public welfare. Both policies pursued by Finnish government and the Parliament are crucial for the development of both, the Finnish Economy and of national information society. General macroeconomic stability, low interest rates, stable currency conditions and the international competitiveness of the tax system form the foundation for the growth of business and improvement in employment. As the result of this, not only Finnish Government but also international companies, such as Nokia, have to play very important roles to develop their information society and national technology strength. Economic Factors According to the fact that Russian Federation was collapsed in early 1990s and it clashed with Finnish economics. Nokia also faced problems, and changed its functions from single market and overall products to global market and focusing mobile phone market. During the first half of the year 2001, Nokia continued to perform strongly in the global mobile communications market and was able to strengthen its leading market position. However, the general economic slowdown in the US has recently shown signs of extending to other regions and to the wireless telecommunications industry as a whole. The slowdown could be a result of a general market deterioration - driven by economic uncertainty, the ongoing technology transition and less aggressive marketing by the operators.' In a press release on June 12,2001 it was quoted that ‘Nokia saw slower market growth affecting second quarter results and was to take up actions to expand leadership while maintaining strong profitability’. Nokia will continue to take determined actions in all areas of the business to align its operations with the changing market conditions. Previously announced moves to increase the company’s efficiency and competitiveness include operational changes to further enhance customer focus in Nokia Networks.

While market deterioration has had an inevitable impact on Nokia's sales growth, their products have remained strong, their market position has strengthened and they have been able to find further efficiencies through tight control of their own performance. Nokia has countered changing market conditions by accelerating ongoing programs and generating efficiencies and cost savings. This, in combination with the current financial health and proven performance, should enable them to exit the current slowdown in a stronger position than before. Social At Nokia, their whole business is based around communication and connecting people. One of Nokia's aims is to make it as easy as possible for their people to be satisfied working with them. Thus, it keeps various stakeholders interests in mind. Nokia develops products and services that encourage communication and learning among people and societies. They are using their strengths - connecting and communicating - to help make a difference. It complements the core business and their vision to be involved with the youth and education issues around the world, preparing young people for their future. The goal is to be a good corporate community member wherever they operate, as a responsible and contributing member of society. Sharing in the belief that prevention is better than cure, they take part in long-term projects aimed at helping young people to create a firm foundation for themselves and to find their place in the world. Technological Factors In the 1980s, there was a trend towards microcomputers and Nokia tried to match this tendency by producing its main products as computers, monitors and TV sets. Due to the changes in 1990s, Nokia also changed its functions to mobile phone market. . Sustainable development and environmental protection have various effects on the operation of the innovation system. Innovation also creates new opportunities for promoting sustainable development. Nokia always improve their product line through Research and development process, beside this Nokia also has multimedia compatible improvement with mobile at the same time, such as, GPRS and WAP Service. Nokia has numerous technologies which can satisfy those end-users need, such as, Bluetooth, Symbian, SYNCML, M2M, Wireless LAN and Java. Nokia employed more than 17,000 people in R&D department over fourteen countries worldwide. They also provided customers to choose the features and service that they personally want and need. It means Nokia does not develop only their product line, but they also improve their service process to provide the most appropriate service to those customers efficiently.

STRATEGIC MANAGEMENT

This report outlines the mission statement, strategy and purposes of Nokia .It analyses the impact of the external and internal influences on the business strategies of Nokia. It also emphasises the strengths, weaknesses, opportunities and threats in context of Nokia’s operating and marketing activities. Nokia has established its leadership in the mobile phone market owing to its successful marketing strategies and internal management. Nokia’s philosophy is to learn continuously, to satisfy customers and to respect individual and pursue professionalism

SECRETS TO NOKIA’S STRATEGIC SUCCESS

One can analyze the secrets behind how an enigmatic Finnish Company got an edge over the US and Asian giants to triumph as the global leader in mobile communications.

Bold Strategic Intent – While others debate and agonize over first –mover strategies, Nokia rushes for new opportunities and products. Growing up as a small Finnish Company with few resources and no incumbent privileges, Nokia is accustomed to moving swiftly and decisively to claim its share of worldwide markets- from infrastructure to handsets and software applications.

Innovation through Value Chain – Through technology, innovation and

segmentation, branding and design, Nokia makes innovation a top priority. Like Proctor & Gamble, it has shrewdly filled the shelves with innovative new products to dominate categories. Like Sony, it has used its umbrella brand to sell new products and services and to create footholds in new markets. Unlike its direct rivals (Motorola, Ericsson), Nokia’s innovation extends from technology innovation to marketing activities.

Flat Organization – Prior to its worldwide expansion, Nokia extended the use of IT

throughout the company. As it became a process organization, it has shunned hierarchies and bureaucracy. Even the senior executives have been rotated from one work task to another. The organization chart looks hierarchic but teams and networking reigns.

Entrepreneurial Spirit – Like the best Silicon startups, Nokia encourages entrepreneurialism throughout the ranks and views failure as a learning experience. Incentives, rewards and lifelong learning permeate the entire company. Humility is taken seriously at Nokia as in the technology sector, the arrogant of today are considered losers of tomorrow.

Collective leadership – Nokia relies on its executive board, with each member bringing something unique

Global R & D Networks – Nokia’s R&D efforts reflect extensive collaboration with

vital research institutions worldwide. The company invests less in technology development than its rivals, but often exploits new knowledge more efficiently. Through technology coalitions it has managed to internalize new know-how while neutralizing competitive threats.

Competition and Co-operation – By managing its corporate and government

relations with diplomacy and consideration, Nokia has been able to avoid high profile and costly anti-trust actions and competition policy struggles. Instead of

trying to buy or crush potential rivals, Nokia works to cooperate with suppliers, partners, clients, even direct competitors.

Customer Focus – The most enduring factor is Nokia’s ability and willingness to

listen to the customer –a fact apparent in its strategy, structure and resource allocation and also in its products and services. Due to its foresight, Nokia can not only finger at the pulse of the market – it often knows what the customer wants even if the customer is not yet aware of this.

COMPETITORS PROFILING

SONY ERICSSON

Sony Ericsson Mobile Communications

Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. The stated reason for this venture is to combine Sony's consumer electronics expertise with Ericsson's technological leadership in the communications sector. Both companies have stopped making their own mobile phones.

The company's global management is based in Hammersmith, London, and it has research & development teams in Sweden, Japan, China, Germany, the United States, India, Pakistan and the United Kingdom. While Sony Ericsson has been enjoying strong growth recently, its South Korean rival LG Electronics overtook it in Q1 2008 due to the company's profits crashing significantly by 43% to €133 million, sales falling by 8% and market share dropping from 9.4% to 7.9%, despite favourable conditions that the handset market is expected to grow by 10% in 2008. The situation is getting worse as Sony Ericsson announced another profit warning in June 2008[1], leading to wide fear that Sony Ericsson is on the verge of decline along with its struggling rival, Motorola. Sony Ericsson has approximately 8,000 employees worldwide. The company's current President is as of November 1 Hideki Komiyama who has replaced Miles Flint, and the Corporate Executive Vice President is Anders Runevad.

HISTORICAL BACKGROUND

Ericsson, which had been in the cellular phone market for decades, decided to divest this business in 2001 following huge losses. Ericsson had decided to source on chips for its phones from a single source, a Philips facility in New Mexico. In March 2000 a fire at the Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (the other major customer of the facility) that production would be delayed by less than a week. When it became clear that production would actually be compromised for months, Ericsson was faced with a serious shortage.

COMPARISION BETWEEN NOKIA N73, SAMSUNG D900, SONY ERICSSON

K800 CAMERA PHONE

The three contenders in this article are some of the hottest phones on the market. Each of

them has 3.2 megapixel autofocus camera.

Nokia N73 • Samsung D900 • Sony Ericsson K800

2005 Customer Satisfaction Survey

At Nokia, we are committed to listening carefully to the voice of our customers so we can deliver innovative products and services of the highest quality at competitive prices.

In June 2005, Nokia commissioned TNS, a global marketing information firm to conduct its annual stakeholder management survey. The survey collected input across a broad range of areas important to our customers from resellers to end users in the Americas, Europe & Africa, and Asia Pacific.

Our goal was to identify, prioritize and facilitate action plans in areas of needed quality improvement for Nokia customers.

This top-line analysis identifies areas for improvement initiatives

Actions planned or undertaken based on input from Nokia customers surveyed will be identified and communicated in the near term.

2005 Customer Satisfaction Survey Strengths

Nokia Strengths included:

Seen as a mobility technology leader

Sales representatives’ knowledge of products and services

Reliable and dependable products that are easy to install/deploy

Services and Support

Strong Return Material Authorization process for advanced hardware replacement

Low market resistance: positive word of mouth

Overall, high loyalty scores

Nokia aims to provide products and services which meet the needs of trade customers and consumers. We research the views of both groups to understand where we are succeeding and how we can do better.

Trade customers

We research trade customers’ views of Nokia through the Listening to Trade Customers survey. This is carried out twice a year on our behalf by an independent research company, and aims to reach executive and operational contacts in customers who account for about 80% of Nokia’s revenue each year.

In 2007 we surveyed almost 1000 individuals, from nearly 400 customers in 80 countries. The response rate was 75%.

The responses showed satisfaction with Nokia at the highest level since we began this kind of survey in 1998. Comparison with others in our industry placed us in the top 10% of telecommunications companies globally and ahead of key mobile competitors Sony Ericsson, Samsung and Motorola.

Satisfaction varied by distribution channel, which also influenced geographical scores. Distributors were most satisfied with Nokia, and Operator Groups were the most demanding.

The research revealed the following Nokia strengths driving customer satisfaction:

Diversity of product range Relationships with our account teams Logistics

Nokia Account Managers discussed the initial survey results with their teams and customers, and then took action relevant to each account. We used the consolidated feedback to understand where systematic improvements are needed. The main areas are shown in the table, together with our plans for improvement.

Customer comment Our response

Logistics was perceived well overall We are acting in these areas to ensure

but there was potential for improvement in the ability to meet customization requirements and product deliveries during product ramp-up and launch

best availability in the industry to consumers and to make Nokia our trade customers’ preferred partner.

Relationships with our Account Teams were considered very positively but customers felt that Account Teams could contribute more on sharing our vision on industry & market evolution

We have changed the organisation to be more customer and consumer focused and added competencies needed to understand and address individual customer’s strategic drivers and objectives.

Trading Terms need more tailoring towards specific trade customers.

We are reviewing our trading terms to meet the different needs of operators, retailers and distributors in each geographic area.

Repair time and problem resolution require improvement

We are improving the care quality process, focussing on improvements in repair capacity planning and vendor management

Consumers

Nokia Care provides support services to consumers through online, email and call center services, supported by a network of authorized service centers. The support includes basic product information, guides and demonstrations, discussion boards, software updates, advice on specific issues, and warranty repairs. It also helps consumers to find out where to recycle their old products.

We aim at getting a holistic picture of consumer experience by using different consumer feedback channels, and respond with targeted improvement actions. The main feedback channels include consumer satisfaction surveys, feedback through independent market research companies and Nokia Care contacts.

Operators

Nokia continues to receive enquiries and assessment requests about social and environmental performance from our operator customers. We respond to those requests through our normal customer account management interface.

Reasons Why Nokia Rules the Mobile Phone Market

In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-Ericsson and Motorola, Nokia really rules the mobile phone market all over the world with nearly 40% of the market share with no close competitors. Nokia is certainly the king when it comes to brand value, service and experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia including India and China. How they could reach the top position?

1. Call Quality

Nokia is known for its circuitry to handle the RF Reception and providing the best call reception quality. You won’t see users complaining much about the noise or the disturbances within Nokia phones unless its a problem of the telecom service provider. So, the primary objective of a mobile phone i.e. to serve us with better and clearer sound when we talk , is served by Nokia perfectly. And if you are a person who is accustomed to other mobile phone manufacturers, then you know that even Apple iPhone and Sony Ericsson are guilty of it.

2. Hardware

You can be assured of the quality that Nokia provides in your phone hardware. The circuits are far more durable and reliable than any of the other mobile phone available in the market. I am using a single Nokia phone for 6 years and I had to take it to the service centre only once during this period for a trivial problem. That speaks for the truth I am talking about.

3. Battery

The Battery life of Nokia mobile phones is longer than many other cellphones available in the market. People who talk a lot prefer Nokia than any other brands. They always know that the battery will not run out in the middle of the call. iPhone has had this problem with battery life in the past and that hasn’t been solved yet. Nokia leaves others miles behind when we consider the longevity of the battery.

4. Robustness

Everyone knows that Nokia mobiles are truly rock solid. I want to share my experience with respect to this. I dropped my Nokia the very next day I bought it. I dropped it on the staircase and it bounced to nearly 12 steps down. My heart pumped out with the fear of losing the phone on the second day. But what I found when I reached downstairs is that the phone is fully functional and it only had a few scratch in its body. Since then, it slipped off my hand many a times but it did not refuse to function. Thanks to Nokia for making such rugged phones. It would really be the worst thing if I had to take my phone to service centre or had to buy a new one every time I dropped my phone.

5. Wide Product Range

Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every consumer groups, starting from simple and durable phones for the low income groups and high-end phones for those who can afford to spend money. So regardless of you being a corporate honcho or a fresher into the world of economy, Nokia has something for you. The sheer range of products is enviable and at the same time the success mantra of Nokia’s dominance.

6. Customer Service

The Customer Care of Nokia which they call the Nokia Care, handles the complaints very efficiently satisfying their customers. I had a problem with the display of my Nokia Phone. I took it to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they implement on the customer’s mind, is really appreciable.

Hope you remember the battery bursting incidents of Nokia mobile phones in India. The BL-5C battery, which was the culprit in this case, was promptly replaced with no questions asked. They also helped people with a temporary site to go and put their unique manufacturing id and see if they needed to change the battery or not. Believe me, the call wasn’t that easy keeping in mind the number of battery parts they had to change.

7. Reliability

Nokia really has become a brand that people can trust upon. The error rates or crash rates of Nokia phones are very low. It will not dump you when you need this phone. And petty may this be but still, Nokia has this trust thing going in favour of it. People can blindly trust Nokia in Asian Countries. and not to mention, Nokia has deservingly earned this place.

8. Price

The price tags of every Nokia mobile phone is very reasonable. I mean, I can still get a GSM mobile phone for as less as Rs. 1200 in India with all the basic features and that will last long enough to pay me back with my dues.

9. Experience

Nokia is the largest cellphone manufacturer in the world with about 40% of market share with its competitors nowhere near its sales volume. They know the world of mobile phone more than any other. They have ages of experience, hundreds of success stories and dozens of smart handsets in current portfolio. That helps them to evolve and thereby nourish our needs.

10. Marketing Strategy

One of the main reasons behind the success of their mobile phones is their marketing strategy. The main source of earning is the popularity of their phones in the Asian market. China is making phone designs/softwares specific for the region. For instance, since many rural Chinese aren’t familiar with the romanized transliteration system that most cell phones use to input Chinese for text messages, Nokia developed two phones with software that lets them write characters with a stylus. And for India, Nokia launched two India-specific models, which included a flashlight, dust cover, and slip-free grip (handy during India’s scorching, sweaty summers). They also included some softwares in several regional languages which made Nokia a success.

MARKET SURVEY

OF

CONSUMER PREFERENCES

43% of the respondents said that it was their own decision to purchase their handset,

while 27.5% of the respondents were influenced by their friends and relatives to purchase

that handset. Sales executive of the showroom, television could influence only 12.8%,

13.3% respectively. Other factors such as gifts could account for only 3.5% of the sales.

Own decisionFriends and relatives sales executive of the showroom Television/Print adsany other

Who was the main influencer while purchasing the mobile phone?

Q1) Who was the main influencer while purchasing the mobile phone?

172 43.0 43.0 43.0110 27.5 27.5 70.5

51 12.8 12.8 83.3

53 13.3 13.3 96.514 3.5 3.5 100.0

400 100.0 100.0

Own decisionFriends and relativessales executive ofthe showroom Television/Print adsany otherTotal

Valid Frequency Percent Valid Percent

CumulativePercent

Q2) Rank the following brands in order of your preference _NOKIA

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 176 44.0 44.0 44.0

higher 125 31.3 31.3 75.3

high 55 13.8 13.8 89.0 neutral 21 5.3 5.3 94.3

low 6 1.5 1.5 95.8 least 17 4.3 4.3 100.0 Total 400 100.0 100.0

highesthigherhighneutrallowleast

Rank the following brands in order of your preference _NOKIA

44% of the respondents opted for Nokia to be their most preferred brand while 4.3 % of

them rated Nokia to be their least preferred brand

Q3)Rank the following brands in order of your preference _SAMSUNG

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 121 30.3 30.3 30.3

higher 134 33.5 33.5 63.8

high 50 12.5 12.5 76.3 neutral 71 17.8 17.8 94.0

low 18 4.5 4.5 98.5 least 6 1.5 1.5 100.0 Total 400 100.0 100.0


Rank the following brands in order of your preference _SAMSUNG

30% of the respondents opted for Samsung to be their most preferred brand while 1.5 %

of them rated Samsung to be their least preferred brand.

Q4)Rank the following brands in order of your preference _LG

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 13 3.3 3.3 3.3

higher 26 6.5 6.5 9.8

high 143 35.8 35.8 45.5 neutral 82 20.5 20.5 66.0

low 80 20.0 20.0 86.0 least 56 14.0 14.0 100.0 Total 400 100.0 100.0


Rank the following brands in order of your preference _LG

3.3% of the respondents opted for LG to be their most preferred brand while 14% of them

rated it be their least preferred brand.

Q5)Rank the following brands in order of your preference PANASONIC

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 9 2.3 2.3 2.3

higher 14 3.5 3.5 5.8

high 27 6.8 6.8 12.5 neutral 96 24.0 24.0 36.5

low 109 27.3 27.3 63.8 least 145 36.3 36.3 100.0 Total 400 100.0 100.0


Rank the following brands in order of your preference _PANASONIC

2.3% of the respondents opted for Panasonic to be their most preferred brand while

36.3% of them rated it to be their least preferred brand.

Q6)Rank the following brands in order of your preference _MOTOROLA

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 33 8.3 8.3 8.3

higher 34 8.5 8.5 16.8

high 51 12.8 12.8 29.5 neutral 99 24.8 24.8 54.3

low 98 24.5 24.5 78.8 least 85 21.3 21.3 100.0 Total 400 100.0 100.0


Rank the following brands in order of your preference _MOTOROLA

8.3% of the respondents opted for Motorola to be their most preferred brand while 21.3%

of them rated it to be their least preferred brand.

Q7)Rank the following brands in order of your preference _SONY ERICSSON

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid highe

st 46 11.5 11.5 11.5

higher 71 17.8 17.8 29.3

high 71 17.8 17.8 47.0 neutral 30 7.5 7.5 54.5

low 93 23.3 23.3 77.8 least 89 22.3 22.3 100.0 Total 400 100.0 100.0


Rank the following brands in order of your preference _SONY ERICSSON

11.5% of the respondents opted for Sony Ericsson to be their most preferred brand while

22.3% of them rated it to be their least preferred brand.

Q8) What is your main reason for having a mobile phone? _Just making and receiving calls

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid least

likely 8 2.0 2.0 2.0

somewhat likely 10 2.5 2.5 4.5

more likely 22 5.5 5.5 10.0

very likely 87 21.8 21.8 31.8

most likely 273 68.3 68.3 100.0

Total 400 100.0 100.0

A whopping 68.3% of the respondents says that making and receiving calls is the main

reason for them for having a mobile phone while a mere 2% of the respondents voted it to

be least likely.

least likelysomewhat likelymore likelyvery likelymost likely

What is your main reason for having a mobile phone?_Just making and receiving calls

Q9)What is your main reason for having a mobile phone?_It's a status symbol

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid least

likely 72 18.0 18.0 18.0


more likely 43 10.8 10.8 35.8

very likely 108 27.0 27.0 62.8

most likely 149 37.3 37.3 100.0

Total 400 100.0 100.0

Having a mobile phone is a status symbol for almost 37.3% of the respondents while 18%

of them do not consider it as a status symbol. The rest of them are somewhat confused

and their responses are shown by the above table and pie chart.

least likelysomewhat likelymore likelyvery likely most likely

What is your main reason for having a mobile phone?_It's a status symbol

Q10)What is your main reason for having a mobile phone? _Inclined towards sms and other features like camera, fm, etc.

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid least

likely 44 11.0 11.0 11.0


more likely 72 18.0 18.0 37.5

very likely 72 18.0 18.0 55.5

most likely 178 44.5 44.5 100.0

Total 400 100.0 100.0

44.5% of the respondents also say that the reason for their keeping the mobile that they

are inclined towards sms, camera, radio, etc, while 11% of them are least affected by

such features.

least likelysomewhat likely more likely very likelymost likely

What is your main reason for having a mobile phone?_Inclined towards sms and other ...

Q11)What is your main reason for having a mobile phone?_A combination of all or some of the above reasons

Freque

ncy Percent Valid

Percent

Cumulative

Percent Valid least

likely 23 5.8 5.8 5.8


more likely 40 10.0 10.0 18.8

very likely 120 30.0 30.0 48.8

most likely 205 51.3 51.3 100.0

Total 400 100.0 100.0

51% of the respondents say that a combination of all or some of the above mentioned

factors is their reason to have the mobile phone, while 5.8% of them are not affected by

such factors.

least likelysomewhat likely more likely very likelymost likely

What is your main reason for having a mobile phone?_A combination of all or

some of the above reasons

Descriptive Statistics

N Sum Mean What is your main reason for having a mobile phone?_Just making and receiving calls

400 1807 4.52

What is your main reason for having a mobile phone?_It's a status symbol

400 1434 3.58

What is your main reason for having a mobile phone?_Inclined towards sms and other features like camera, fm, etc.

400 1506 3.76

What is your main reason for having a mobile phone?_A combination of all or some of the above reasons

400 1672 4.18

Valid N (list wise) 400 The above table shows the means of responses for all the four options. Thus Just making

and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), thereby showing that it

is one the most important reason to own a handset. Then mobile phone being a status

symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian

Consumers. Similarly, having a mobile for other features as sms, camera, fm, etc could

score only 3.76 thus showing that its not the main reason of having a mobile. A

combination of all the above reasons scores a good 4.18 mean thus showing the

inclination of the consumers towards all the above reasons.

RECOMMENDATIONS Nokia can do an excellent job to make the mobile phone easy to use. In order to maintain the leader position of mobile phone market, the company should closely focus on the tendency of marketing development. It would be good for Nokia to make out specialized products for enterprise markets. These specialized products’ functions would be to make the connection more quickly and handily than before. The enterprises could involve big companies, hospitals, government organizations etc.

Some advantages attached to this approach are:

1. The group market is a long run market. The enterprise wouldn’t change these products easily and they may require updating after a period of time.

2. This group market may get further marginal profits than the individual market and

the rate of return over cost will be improved as well this is because the competitors will be less in the group market than the individual market.

Analyzing the current business situation, Nokia needs to :

Differentiate its products capability between the old and new category.

Enhance its products with computer IT compatible, focusing on new technology

users.

Maintain its price reasonable.

Follow, practise and promote its environment policies.

It is also essential to treat the services and the products as equally important. The provision of a service can be attractive in itself. Developing a good understanding of how your products and services will be used and how they will change is important. Operators may well find themselves positioning R&D as a means to promote the use of bandwidth and focusing on service creation. While remaining flexible and alert to change, a company should build on standards. In a

world where services will be delivered across a variety of components, one needs their

component to ‘fit in.’

OTHER RECOMMENDATIONS

1. Nokia has to control market skimming as it negatively attacks the brand

2. Nokia is the market leader and it should try to increase the growth rate as it had

become flatter in 2007.

3. Nokia should be innovative on style and looks frint of the cell phones as it has

recently sprung up in the present in order to attract youth.

4. High end mobile phones from Nokia have a hanging problem they must be tweaked

to perform as desired.

5. The price of Nokia cellphones is high as compared to the grown up twins available

so the buyer is unable to buy the latest available.

6. Nokia should work on a phone for the masses as it has a lot of scope, just like bird

and motorola did.

7. The infrared present on the low end phones of nokia lack compatibility with the non0

nokia phones.

8. Nokia should work upon their combination of price and features in an instrument.

9. The user interface present in both brands of phones are each of a type and are

acceptable by the users.

CONCLUSION

The findings of the research I found that nokia is the market leader in the mobile phone

industry in india. Nokia has storng brand image to influence and create large customer

base. Nokia should Launch new mobile phones that are an optimum balance between

price and features Strengths and opportunities of Nokia suggest that high quality,

advanced technology, worldwide service and continuous new products are the essential

factors for Nokia’s product development.

Nokia concerns on its enterprise culture. In the company the relationship between

individuals is mutual trust, fair and openness. Nokia makes courses to train its employees

regularly which will assist Nokia in achieving its higher goal.

BIBLIOGRAPHY

Merriden, Trevor, (2005),’Business The Nokia Way’.

Johnson Gerry and Scholes Kevan, Exploring Corporate Strategy,6th edition, Prentice

Hall London,New York.

Porter Michael E, Competitive Strategy –Techniques for analysing industries and

competitors(1980),MacMillan publishing Co. New York.

http://www.news.bbc.co.uk/1/hi/sci/tech/1723738.stm

http://www.amanet.org/books/catalog/081440636x_history.htm

http://www.nokia.com

http://reinholm.com/strategic%20management.htm

QUESTIONNAIRE Q1. Which mobile brand you would prefer to buy?

1. Nokia

2. Samsung

3. Motorola

4. LG

5. Spice

6. Sony Ericsson

Q2. Rate the following brands based on your perception on the mentioned criteria

on a scale of 1-6 where,

1= Below Average 2=Average 3= Satisfactory

4= Good 5= Very good 6= Excellent

Criteria Nokia Sony

Ericsson

Motorola Others LG, Spice,

Reliance.

Maintenance

Durability

Style/ Design

Color

Size

Price

Availability

Lightweight

Comfort

Discount

Q3. How often do you purchase mobiles?

1. Every two months

2. 2-4 months

3. 4-6 months

4. Any time of the year

Q4. For what all purposes do you normally buy mobiles?

(Please specify)__________________

Q5. Where did you come to know about Nokia?

1. Word of mouth

2. Print Media

3. Electronic media

4. Retailers Recommendation

Q6. When do you go for new mobiles?

1. When old one is worn out

2. For change

3. Seek variety and range of mobiles

4. Special occasions

Q7. Who influences your buying decision?

1. Friends

2. Trends

3. Family

4. Myself

5. Salesman

Q8. From where do you like to purchase your mobiles?

1. Multi-branded outlet

2. Exclusive showroom

3. Any other, please specify_____________

Q9. If in a multi-branded outlet, if your brand is not available, do you go for other

brand?

Q10. Have you ever used Nokia? What is your opinion about it? Name: __________________

Phn No: ____________________

1. Occupation:

Service Business

Graduate Professional

Student others, please

specify________________

Monthly Income:

Less than 10000 10000-15000

15000-20000 above 20000

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