RESEARCH REPORT ON

BRAND POSITIONING BY NOKIA

RESEARCH REPORT SUBMITTED TO INSTITUTE OF MANAGEMENT STUDIES, NOIDA IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF MBA PROGRAMME OF UP TECHNICAL UNIVERSITY, LUCKNOW

SUBMITTED TO :

SUBMITTED BY : JYOTI

INSTITUTE OF MANAGEMENT & TECNOLOGY, FARIDABAD SESSION 2006-08

ACKNOWLEDGEMENTS

The research report will be incomplete without acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this dissertation. First of all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this research project work, which has helped me in the successful completion of the training. I take this opportunity to extend my sincere gratitude and profound obligation towards my guidance Mr. for giving me valuable suggestions & his inestimable help rendered to me throughout the research project and all other faculty members for without their encouragement and continuing support, this research project would not have been possible.

JYOTI M.B.A.IVth Sem.

CONTENTS
• Acknowledgements • Certificate from the supervisor • Preface • Theoretical concepts • Introduction of NOKIA group • Scope of study and Importance of study • Objective of study • Research Methodology • Introduction of industry / organization • Data Presentation • Data Analysis • Findings of study • Recommendations • Bibliography • Annexure

THEORETICAL CONCEPTS Meaning of Marketing
Marketing is a societal process by which individuals and group obtain what they need and want through creating, offering and freely exchange the products and services of valve with others. For a managerial definition, marketing has often been described as “the art of selling products’’, but people are surprised when they hear that the most important part of the marketing is not selling! Selling is only tip of marketing iceberg. The American marketing association offers the following

definition : marketing is the process of planning and executing the conception ,pricing , promotion and distribution of ideas , goods and services to create exchanges that organizational goals. satisfy the individual and

Marketing Research System
Marketing managers often commission formal marketing studies of specific problems and opportunities. They may request a marketing survey, a product performance test , a sales forecast by reason, or

we define the marketing research as the systematic design .an advertising evaluation. ”well-known brands command a price premium. the seller is granted exclusive rights to the use of the . the CEO of Sunkist Grower. observed : ”An orange is an orange………is an orange. and report of data and findings relevant to specific marketing situation facing the company. maintain. Branding Branding is a major issue in product strategy. Thus a brand identifies the seller or maker. or a combination of them. At the same time. symbol. The American Marketing Association defines a brand as a name. protect. or design. intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. developing a branded product requires a great deal of long-term investment. promotion. It is the job of marketing researcher to produce customer insight into problem. sign. and enhance brands. Branding is the art and cornerstone of marketing. a name80% of consumers know and trust. especially for advertising. What is a brand? Perhaps the most distinctive skill of professional marketers is their ability to create. Japanese companies such as Sony and Toyota have built a huge brand loyal-market.collection . and packaging. Under trademark law. Unless……that orange happens to be Sunkist. As Russell Hanlin. analysis . term.

The Mercedes represents German Culture organized. well-built. 6. .brand name in perpetuity. efficient. Attributes : A brand brings to mind certain attributes. 5. high quality. durable. ”I won’t have to buy another car for several years. not a 20-year old secretary.” Values : The brand also says something about the producer’s values. a reigning lion (animal ). Mercedes suggests expensive. Personality : The brand can research research project a certain personality. We would expect to see a 55-year-old top executive behind the wheel of Mercedes. highprestige automobiles. Companies need to research the position their brand occupies in the customer’s minds. Culture : The brand may represent a certain culture. 3. 1. A Brand is a complex symbol that can convey up to six levels of meaning. Brands differ from other assets such as patents and copyrights. “ What distinguishes a brand from its unbranded commodity counterparts is the consumer 2.” The attribute “expensive” translates into the emotional benefit “The car makes me feel important and admired. User : The brand suggests the kind of consumer who buys or uses the product. Benefits : Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into the functional benefit.or an austere palace(object). well-engineered. Mercedes may suggest a no-nonsense boss (person). Mercedes stands for high performance. 4. safety. which have expiration dates. According to Kevin Keller. and prestige.

And. It helps in suggesting the kind of consumer who buys or uses the product. affect our feelings towards it (increasing trust or confidence. It helps in conveying the values regarding the product. also. Brand perceptions Perceptions of brands in the same category are not necessarily equal. a brand resides in the mind of the Consumers”. It is hard to justify a price premium for a brand about which we know little. It helps in recognizing the product in unique manner or it distinguishes the product from others. for instance) and affect our price sensitivity.perceptions and feelings about the product’s attributes and how they perform. 2. A richer set of associations can increase the ease with which we recall a brand. Importance of a Brand As we know brand plays a very important role in leaving the image of its product in the mindset of the consumer and some of the important points about brand importance are as follows:1. It helps in creating the personality or image in the eyes of the consumer regarding the product. even . It helps consumer to search or to remember the product which he wants in a very ease and quick manner. 3. We can have a richer and more complicated set of associations for “Pepsi” than we do for “Cott" or “Mitsubishi". Ultimately. 4. 5.

associated with American West. Yet perceptions of Levi's are likely to be more powerful and more vivid. On the other hand. then marketing has a completely different objective: to influence the evolution of perceptions in a way that competitors cannot effectively imitate.brands with the same associations can be perceived differently because the vividness of those associations differs. This experience triggers the process of consumer inference: “what are the characteristics of the ones I like and one I like not. The process of acquiring brand perceptions have important implications for the marketing concept and for the nature of competition. If consumers know what they want. Brand preferences Buyers may sample a number of brands." .between a brand and its competitors. then they establish the perceptual dimensions along which they perceive brands and all brands are subject to them. Both Levi's and Lee jeans are “American". These differences are the results of brand strategy. rugged. liking some more than the others.in the richness of perception . The aim is to create vast inequalities. and are similarly designed and priced. if the buyer perceptions are learned and if that learning depends on the strategies of brands.

This suggests that what customers want depends on what customers have experienced. buyers form a naïve theory relating brand features to satisfaction which is reinforced by advertising and repeat purchase. In the process. If you prefer Starbucks coffee to other brands. . In fact. you might judge that you do so because of the darker roast and particular blend of beans. based on the interaction of buyer experience and brand strategy. preferences are formed and evolved.Obvious differences in brands or attributes are assumed to be the “cause" of such differences. the source of a satisfactory outcome can never be precisely determined.and ultimately choose the brand that maximizes self-interest. responding to the situation and the need. Nevertheless. of course. people make decisions in many ways.making the necessary trade-offs . In reality. Brand strategy plays a defining role in this evolution and can have enduring consequences. In purchasing a battery we use a very different decision process that we would in buying jeans. We draw on a repertoire of decision rules. It may be concluded that one has preference for a brand or some combination of attributes. The conventional view is that buyers consider all the alternatives. Decision making Buyers learn how to choose brands. evaluate the differences .

preferences and decision-making will evolve in a market. not one to each other. In the case of jeans. Competitive advantage Consumer learning has got profound implications for the nature of competition and competitive advantage. Gerber baby food and Kleenex tissues have retained the largest shares of their markets despite . If buyers learn what they want. at least. They may buy the one on special offer or the one recommended by a friend. we may compare all the brands to Levi's. It is a battle over the rules of the game. our acquaintances have and put aside lower-priced alternatives as too risky. Brands like Wrigley chewing gum. buyers may simply exhaustively compare alternatives. competition is less a race to meet consumer needs than a battle over how perceptions. If all brands deliver value with respect to the same goals and comparisons between brands are easy. buyers may resort to simplify matters by using simpler decision rules.In case of buying a battery. The decision rules buyers learn depend on the strategies brands pursue. we only consider brands we have tried or. And following are the ways to gain competitive advantage on others: Pioneering advantage in many markets. in some cases for decades. the pioneer or the first entrant outsells the others in its category. In more complex situations.

there is significant variation in the type of interaction that takes place. A central characteristic of competition is that companies are mutually dependent – the outcome of a company's marketing action depends to a great extent on the reaction of its rivals.numerous competitive entries. The traditional view of the marketing concept suggests that pioneers have higher shares because they have pre-empted the best position in the market leaving less attractive positions for later entrants. Finally competitive behaviour implies that companies maximize their own profits by responding competitively to rivals' actions. Such interactions are not always easily inferred from . cooperative behaviour implies that companies' actions move together in a coordinated fashion. First. Type of interaction Previous research has attempted to classify or categorize competitive interaction. Second. The techniques is to confirm leader-follower relationships estimated by the other approaches. across product categories and marketing mix instruments. independent behaviour implies a lack of competitive response. The little research that has been conduced in this arena suggests that. specifying three basic forms.

while simultaneous price increases might be evidence of cooperation.has been specified.comprising of three forms of symmetric and two forms of asymmetric behaviour . Such a detached behaviour might be expected in markets where demand substitutability is weak.e. For instance. if one company increases its promotional intensity the other reduces its promotional intensity to accommodate. Forms of symmetric competitive behaviour Co-operative promotions imply that promotional decisions are made in a co-coordinated function. a lack of response of both the rivals is also symmetric. a more detailed set of interactions . Recently. Finally.actual market data. Instances of this type of interaction might include the alternating promotions run by Coke and Pepsi. . Alternatively. simultaneous price cuts may be indicative of retaliatory behaviour. Two companies competing for end-of-year market share with extensive coupon drops will be an example of such behaviour. Since there will be little or no crosspromotional response. non-cooperative promotions imply that an increase (or decrease) in one company's promotional intensity is met by an increase (or decrease) in that of its rival's. i. the competitive response is also expected to be quite small.

managers ought to consider the direction and size of the competitive response when evaluating the likely impact of a change in their firm's marketing mix. two companies' competitive strategies take opposite directions . a weaker of “fringe”. But a company with a dominant market share might fiercely defend its position. Company may simply not be willing to tackle a dominant company directly and may thus accommodate its larger rival's promotional efforts. Thus. adopting a non-cooperative stance. company “personality" and category characteristics interact in a complex fashion to determine strategic behaviour. The pattern of competitive interaction in any category is the result of a complex set of variables.Forms of asymmetric competitive behaviuor Leader-follower behaviour occurs when one company (the follower) reacts to the other's actions. Several issues like demand-side factors. private labels are often found to follow national brand's marketing efforts. There is no one pattern of competition between companies in any industry in any setting. whereas the other (the leader) does not. To site an example.one company may behave cooperatively while the other behaves non-cooperatively. market and industrial structure. . For instance. In dominant-fringe interaction.

Managers can simply call a competitor on the telephone or meet in an office or some other discreet location. Companies have also used a number of less . A covert cartel is the same thing except that the public is unaware of the arrangement. Yet elsewhere collusion is not a crime and is regarded as a natural business practice. Communication. The ultimate goal for colluders is a covert cartel. US. Constraints. A cartel is a publicly known agreement among companies selling substitutes.000 cases of collusion over the past five years across a broad spectrum of industries. In the US a manager can be jailed for colluding with a competitor. Or else the cartel falls apart. New Zealand. Co-ordination and Confusion. Canada and certain EU institutions. They are managed using “facilitators" who ensure that the Cs can survive in the long run. Australia. companies must send information to each other.the four Cs viz. Communication To collude effectively. four factors can be singled out to make collusion work .Changing rules: colluding with a competitor Collusion is a hated word in many countries like the UK. Based on a study of over 7.

industry-level training courses . Each of the two companies starts with a 50 percent market share. Constraints In order for the cartel to survive. Company A will.obvious means of communication which include announcing pricing plans over online networks (US airlines were caught doing this using their reservation systems): using “meet or beat" pricing announcements over public broadcasting media . This include the formation of trade associations. surely. retaliate and the covert cartel will crumble. While doing so. A number of facilitators help to ensure that market constraints are similarly perceived by competitors. seminars. Consider the simple case where the actual sales potential for a given market is $500 million. it will cut into the share of Company A. symposiums. workshops and association meetings. organizing joint trade events.these serve to establish price floors. workshops. Company A correctly perceives the potential as $500 million but Company B perceives the potential to be at least $ 900 million. it is essential that all of the players have a similar sense of constraints. Company B will be erroneously tempted to engage in aggressive marketing in order to expand its total revenue to absorb some of the perceived excess demand.

Cross-ownership also facilitates co-ordination. Since retailers promote only one brand at a time there was simply no room in the calendar for a third party to be promoted. These lead to discussion of historical and future industry prospects and even in some cases to the publication or sharing of data among cartel members. Brand A would be on promotion at retail from January 1 to February 23. A good example is provided by the two soda companies that were caught in the famed “Cola Payola" case.and other forums open to all players within the same industry. in which they used retailers to help co-ordinate promotions so as to block a third entrant. Coordination Coordination of research and development activities. block further entrants or obtain cartel-level prices despite the being multiple suppliers. Brand B would be on promotion from February 24 to April 16 and so on. positioning or even pricing can help companies split the market. production. distribution. . Other facilitators include having board members sit on several companies competing in the same industry.

rather disparate locations. each taking its turn as the “bad guy" in order to help the others out. This involves elaborate use of peripheral cues or signals. The same companies compete against each other at different. They have been so successful that citizens in . regulators and potential entrants should not fully understand the working o the cartel. This is a case of multi-market contact. employees. a number of companies have been able to maintain the illusion that there is no collusion in their sector for a long time. One of the most common coordination schemes .Confusion Confusion requires that consumers. Suppose all the seven companies meet and decide to increase prices throughout the region to monopolistic levels. citing a plausible reason. Its own market share will fall in Indonesia and everyone else's share will rise. Indonesia. Company A will volunteer to increase its price in. The other competitors will use the same story in other Pacific Rim countries. Let us suppose there is a covert cartel of seven companies in the chemical industry. This scheme works as follows.Round Robin collusion generates such signals. Al the companies sell to clients around the Pacific Rim. say. With the four Cs in place.

Professor of Marketing. Insead Changing rules: Where to be marketing headed? As the marketplaces are changing at an accelerating pace and corporate boundaries are blurring. All rights of the authors and publishers are reserved. University of Maryland * William Putsis. companies are striving hard to access quick and reliable intelligence about their customers. Associate Professor of Marketing at London Business School * Philip Parker. Assistant Professor of Marketing and director of Quality Enhanced Systems and Teams (Quest) at the Smith School of Business. * Philip Kotler. The above article has been abstracted / condensed from the views of the following professors in Mastering Marketing published by Business Standard in partnership with Financial Times.countries where no price-fixing laws exist often do not realize that price-fixing is a daily event for most of the products they purchase. Northwestern University * Venkatesh Shankar. Professor of Marketing at the Kellogg Graduate School of Management. Professor of International Marketing at the Kellogg Graduate School of Management. Jr. . Northwestern University * Gregory Carpenter.

as suggested by him. And. Marketing. Virtually all products will be available without going to the shop. the distinguished Professor of International Marketing.competitors. The buyer will be able to access pictures of any product on the Net. which will continue to remain the key to company adaptability and profitability even in the new millennium. get the much-needed information. Business purchasing agents will also shop on the Net. will have a mutated look in the future years. the major developments in the evolving marketplace/market space will be as follows: There will be a substantial disintermediation of wholesalers and retailers owing to electronic commerce. shop online for the best prices and terms and click order and payment over the Internet. either advertising and waiting for bidders or simply surfing in their “book-marked" websites. * Shop-based retailers will find the numbers of buyers dramatically diminished. for instance. Shops selling books. The sellers will crave to market an “experience" rather than an assorted product. more entrepreneurial retailers will build entertainment and theatre into their shops. distributors and products. food and clothes will also have coffee bars. opines Philip Kotler. . In order to combat this. Expensively printed catalogues will disappear from market.

A few will outsource 100 percent. making .* Companies will build proprietary customer databases containing rich information on individual customer preferences and requirements that they might use to mass-customize their offerings to their buyers. * Organizations will persuade their accounting departments to generate real numbers on profitability by individual customer. Business will be able to retain customers through finding imaginative ways to exceed customer expectations. product and channel and will soon come up with reward packages and incentives for their more profitable customers. Thus the rivals will find it increasingly difficult to acquire new customers and most of the organizations will spend time figuring out how to sell more products and services to their existing customers. Companies will focus on building customer share rather than market share. * Companies will switch from a transaction perspective to a customer loyalty-building perspective. They can afford to make less profit on each sale because of the long-term purchase contract. * Most of the companies will outsource over 60 percent of their activities and requirements. Many will move to customer lifetime supply whereby they will offer to deliver a regularly consumed product on a regular basis at a lower price per unit.

Firms will believe that their only sustainable advantage lies in an ability to learn faster and change faster. Buyers will prefer to meet salespeople on their computer screen rather than in their office. * Many sales people will be franchisees rather than company employees. On the other hand.themselves virtual companies owning over very few assets and therefore earning extraordinary rates of return. . There will be very few printed newspapers and magazines. marketers will reach their target markets more effectively by advertising through specialized online magazines and news-groups. Their rivals will be quick to copy an advantage through benchmarking. * Mass TV advertising will greatly diminish due to several viewing channels. * Companies will be unable to sustain competitive advantages. enabling them to develop individualized multimedia presentation and customized market offerings and contracts. reverse engineering and leapfrogging. They shall interact with each other on their computer screens in real time. Sales people will have less of traveling and airlines will shrink. The organization will equip them with the latest sales automation tools.

according to the marketing Guru. All these abide by the classic definition of the marketing concept: Giving customers what they want. trying to come up with new ideas from the same sources and benchmarking the same companies. while offering high value. While their benefits have surely been enormous. the corporate players are yearning to get close to the buyers.Hence. Changing rules: the evolving concept of marketing Hounded by nerve-wrecking competition and increasing awareness and sensitivity of the buyers. the global marketplace will evolve at an unthinkable pace. by coming up with new ideas to add value to their products. And the key to competitive success will be to keep ones marketing changing as fast as ones marketplace. this race to embrace the marketing concept has given rise to some unanticipated consequences. analyzing similar market research data. To woo them better the organizations are going to any extent by initiating/resuming dialogue with customers by scrutinizing market research. Thus they are approaching market with the same perspective and are offering products that. are completely . In many a case the competitors are conversing with the same customers. by bolstering customer relationships and by adopting innovative measures to speed products to market.

how they perceive. Ergo. The core assumption of the current view of marketing that is all about “giving customers what they want" is that the buyers know what they want. Thus brand strategies play a pronounced role in defining the rules of the game. the concept of marketing itself is evolving.indistinguishable. value and select brands are the “essential rules of the game". at least at the very start. On the contrary. the customers do not know what they want. The emerging concept suggests that marketing is part learning gaining an understanding of what buyers know now and of the process of buyer learning . Under the conventional view of customers. Increasingly strategies are been framed on the assumption that. The rules of the game ought to evolve as buyers learn.and part teaching .playing a role in the . This lack of differentiation presents an important challenge to the concept of marketing. The evolving marketing concept is challenging this view. For instance. they learn to want and to aspire. Motorola. Nokia and Ericsson are shaping buyer perceptions of cellular phones. The evolution depends on what the sellers teach the buyers to ask for.

It is about being market driven and marketdriving. In formal economic terms. And these brand-goal links are fundamental results of consumer learning. The conventional view is that the customer compares brands along only one dimension. smart self-image.buyer learning process. Mercedes-Benz provides safety and prestige. among sport-utility brands. Consumer learning At the root of much consumer learning are the goals that motivate. making comparisons across brands simple. the goals associated with product categories and brands grow from a simple set of functionally oriented goods to a more elaborate set of functionally and emotionally oriented goals. The concept of brand-goal links has important competitive implications. Thus links between brands and goals are nurtured over time. the consumers seek a single goal-utility. Over time. . The goals associated with brands differ from brand to brand in the same category. Range Rover enables its owners to portray themselves as refined individuals who are sensitive to tradition and Lexus provides peace of mind and a more modern. For instance.

The emerging view is that buyers seek many different goals and that within the same category some brands can be linked with multiple goals in unique combination. Volvo has, for example, successfully linked both “be a responsible parent" and “add excitement to life" to the Volvo brand through its new V70 station wagons, which combine a high performance engine, suitable racing, with a family car, blurring the age-old distinction between a family car and a sports car. By successfully linking these goals - along with the “safety" so long associated with the brand - Volvo has defined the brand as delivering value that none other can. Brand-goal links such as these built through strategy and learned by consumers prove themselves to be unique.

INTRODUCTION
The research project I have completed is all about the market research regarding Brand Positioning by one of leading company Nokia in Cellular phones Market. My research projects give a brief scenario about how brand is created and leaves an impression in the eyes of the user and force him to buy that product. The research instrument which I have used during the research is questionnaire and for that I surveyed 100 people. If we talk about Market research It is a function which links the consumer to the market through information use to identify and define marketing opportunities. I don't think that the signals in the last two years mean that Nokia lost the leading role in the mobile market. Probably there is another truth behind it: Nokia, as a lot of other brands, is still trying to digest the fall down of mobile forecast. The problem is always the same people talk enough using the mobile and all the sector needs is something that has real value for customers (business and consumer) and for corporate and that speeds up market growth. If you see the numbers, you will see that just Samsung grew in last two years. Motorola, Ericsson, Sony Ericsson, Panasonic and others are still floating in the market. I think that without an answer to the main question (what will make the value's market speed up?), leaders like Nokia will have some problems to increase the leadership.

In this report I have analyze that Nokia is having a very great position in present scenario and in the coming years as well and other companies have to do very well to remove the Nokia brand from the customers mindset.

the work which is described as fallows . Our others objective are: • To find out the sources of promotion in NCR/Delhi market. Our main objective is to find out the problems which are the main barriers in the promotion of NOKIA in NCR market.OBJECTIVE OF STUDY The purpose of research is to discover answers to questions through the application of the scientific procedures the main aim is to find out the truth which is hidden and which is not been discovered yet . Problem faced in the market . To find out the areas where perception is positive and where is and being done for this is negative . • To find out perception of NCR/Delhi people about NOKIA brand • To locate the potential NCR/Delhi market for NOKIA The research program is designed for the promotion of NOKIA in NCR/Delhi area and overcome the main barriers for brand in market of NCR/Delhi . initially we see that how many areas are positive how many are negative responded .

Research is an academic activity and as such the term should be used in a technical sense.because they are in the in the direct contact of consumer and know their liking and disliking in a better way. Some people consider research as a movement. These problems could be find out by doing survey of that particular area . In fact research is an art of scientific topic. One can also define research as a scientific and systematic search for pertinent information on specific topic. ultimately we have to increase the sale of Nokia in this areas for this it is mandatory to remove the problems like consumer awareness . a movement from the known to unknown. and at last care fully testing the conclusion to determine whether they fit the formulating hypothesis . Problems and their solution in NCR/Delhi market . RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge.organizing and evaluating data making deduction and reaching conclusion . social science define the research as . Research comprises defining and redefining problems. formulating hypothesis or suggested solutions . collecting .

correct or verify the knowledge aids in construction of theory or in the practice of an art . Our others objective are: .research is thus an original contribution to t existing stock of know ledge making for its advancement . In Brand Positioning by NOKIA our main problem is how to create the brand image of NOKIA in NCR/Delhi areas and strengths the roots of NOKIA Company in the industry. Objective of research: Our main objective is to find out the problems. A part from this we have it cores the national capital region in a peoples way in terms of approach. This statement signifies the need research problem properly is a perquisite for any study and is a step of highest important. In fact formulation of problem is mire essential than its solution. concepts or symbol s for purpose of generalization to extend . which are the main barriers in the promotion of NOKIA in NCR/Delhi market.the manipulation of things . The systematic approach concerning generalization and the formulation of the theory is also research. Defining the Problem: Quite often we all here that problem half solved.

• To find out the sources of promotion for NCR/Delhi market. distribution and consumption. The process had to be started from the grass root level and it was very important to understand the market for this IT product. Since the aim is to obtain complete and accurate information in the said studies. The survey was conducted on the basis of NOKIA’s product preference and evaluation of sales forecast in the new and underdeveloped market including the evaluation of the advertising and promotional measures. Research design A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure. Here we have used descriptive research design. The entire process was more of a Descriptive Research type and incorporated a formal study of the specific problems faced by most IT companies an exploring the opportunities in the untapped market. which is very fast in production. The data collected had to be . • To find out the Brand perception on people. • To locate the potential market for NOKIA.

Sampling design A sample design is a definite plan for obtaining a sample from a given population. analyzed and reported in a form congenial to take on the spot decisions The entire set of various segments in the population comprises all the retail store and outlets each retail store in the sampling frame constitute the sampling unit in brief we can say overall sampling is based on 100 people. If it refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Universe The universe is finite universe where number of items is finite in the given problem the universe is infinite and whole NCR/Delhi area of NCR/Delhi. Sample design may as well lay down the no of items to be included in the sample. The researcher must prepare the sample design which should be reliable for research study.systematically arranged. .

sampling unit may be a geographical one such as state district village etc or a construction unit such as house flat or it may be a social unit a club or school. Source list It contains all the items of universe in case of infinite universe it is also known as sampling frame. Here selected sampling unit for study is outlet of NOKIA. We collect the primary data during the course of doing experiments. of items selected from the universe to constitute a sample. The size of sample is 100 people of NCR/Delhi.Sampling unit Decision is taken after concerning the sampling unit. Collections of primary data The task of data collection begins after a research problem has been defined and research plan chalked out. In given problem the descriptive research is used so we . The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Size of sample It refers to the no.

interview method and interview through questionnaire. Retail Tracking 2.can obtain primary data either through observation or through direct communication with respondent or through personal interviews. Analysis of finding and observations INTRODUCTION OF CELL PHONES INDUSTRY . Fieldwork The entire project was divided into five phases and each phase had its individual significance and supplemented each other. Each Distributor survey 3. For collecting primary data we used observation method. The four phases into which the project was divided were: 1. Each SD survey 4.

the mobile phone data business is already here. because both sides share the . Bharti has tied the knot with the Aaj Tak channel for polling Bharti's subscribers. zip photographs through your mobile to your friends’ mobile phones. play online games. streaming video – is about to open up for mobile phone users as cellphone service providers gingerly tip-toe into the data business Calling all mobile phone users -. BPL Mobile. you’ll be able to seek assistance on your phone to find a house or a friend or to locate emergency services. it makes sense for mobile service providers to partner TV channels and companies in SMS. online games. Indeed. mobile phone technology could soon be used to run the mobile ATMs of banks. Experiments with a range of new enhanced short messaging service (SMS) uses are already on – SMS for the interactive contests of TV channels and for corporate surveys. BPL Mobile also tied up with Hindustan Lever to poll its subscribers on Rexona soap. to name a few. for example.your world is about to change dramatically in a few months. Not long ago. It is now planning to tie up with Star TV and Radio Mirchi for similar contests. for video conferencing and accessing streaming video and downloading short video clips. to find yourself a husband (if you’re a woman) or wife (if you’re a man). tied up with MTV for choosing the winners in a VJ Hunt and also for free tickets to a Deep Purple live concert.An exciting new world – dating services. Indeed. dating services (you can chat with someone who fits your profile). Indeed. If you’re an ordinary mobile user.

not voice. In the works too is the introduction of multimedia messaging services (MMS -. and they keep the rest. Mobile phone technology will also be harnessed for several business uses.and cut throat competition and dramatic tariff cuts are forcing them to take a harder . As a result. That's not all. including Bharti and BPL Mobile. For TV channels. you’ll be able to e-mail photos clicked on an in-built camera in your phone to another mobile number for Rs 6 to Rs 7). And if you're a salesman at a fast moving consumer goods company. For mobile service companies. without even making a call. have also introduced some form of dating and friendship SMS service (Track Ur mate. the deals spell money for jam – typically. in Bharti’s case) after introducing 32 K SIM cards. Nearly all cellphone service providers.revenue. SMS – the hottest new data application on the mobile phone – as we now know it could become passe. thanks to a new SIM card being developed that will transmit only data. SMS is a cheap and effective way of reaching viewers and helps make TV programmes interactive. you may be providing information to your office on inventory levels at a retail outlet and booking orders by punching in a few numbers. If a brave new world awaits mobile phone users. it’s because cellular service providers still earn most of their revenue from voice (telephone calls) -. you will be using your mobile phone to keep your company informed of your truck’s position.for example. though it could come roaring back in a new avatar. they offer around 20 per cent of the revenue from such deals to the channel if the tie-up generates over a million SMS. If you're a truck driver.

market. or have launched. telecom analyst at Gartner.5G as well as 3 G services from late December. Salesmen or . We will see a lot of niche content addressing the needs of various market segments. global systems for mobile communications (GSM) -based cellular operators across the nation propose to launch the general packet radio system(GPRS – 2. Two key developments are pushing service providers into India’s fledgling data market.5 G and 3 G offer platforms which make it possible to transmit data at very high speeds. One. The second is the introduction of CDMA-based limited mobile services by business groups like Reliance which are set to offer both 2. the following: A GPRS-powered sales force automation system for FMCG as well as insurance companies is being developed. will be a key factor for the development of the data market. which will hold subscribers.” While few are ready to share their data market strategy.look at generating extra revenue from mobile data-based added value- services. Notes Kobita Desai.5 G) services in the next few months. Unlike existing mobile phones. pictures cannot be transmitted through SMS – though icons or graphics can – and SMS faces the disadvantage of being restricted to a limited number of characters. Right now. India’s mobile phone service companies are unquestionably either working on. making innovative corporate mobile data services a reality and high speed e-mail a It would also give SMS a new lease of life because mobile users will be able to send pictures and videos to other mobile users or elsewhere. This could radically change the mobile data distinct possibility. 2. the research firm: “Content.

Says a senior BPL mobile executive: “V-sat connectivity has numerous reliability problems. It has tied up with Zee. be able to update new orders on their GPRS-enabled phones and transmit the data to their head offices or warehouses. for instance. but realised that companies were concerned that the phones could be misused by drivers to make personal calls. BPL Mobile realised that GPRS connectivity can be used as a replacement for small aperture satellite-based systems (V-sats) for data communications. GPRS connectivity is an answer to these. A fleet management system where truck drivers will be able to use their mobile phones to transmit data on their positions to the central monitoring office. Over 200 of Zee's PlayWin lottery mobile kiosks spread across Mumbai are powered by GPRS links to a central location where the draw takes place. So the Bharti group is now working with vendors to develop a SIM card that can transmit only data.saleswomen will. The Bharti group held discussions with trucking companies and large FMCGs to sell its fleet management system.” . This usage is peculiar to India. so ensuring better inventory management and quick delivery. with the press of a button. send data to the central office where the policy will get processed in double quick time. And insurance agents can key in the data required for a new policy on a GPRS-enabled mobile phone and. Sales staff can also get into the warehouse database to check whether the products ordered are available or not. Talks are also on with banks to use GPRS connectivity for running mobile ATM centres.

streaming video and short video clip downloads.20 (from Rs 1.mobile service providers see a rich vein to tap in vernacular language SMS services. BPL Mobile. CEO of Essar-Hutchison in Delhi: "About 5 per cent of our revenues come from data and the number of messages sent is virtually doubling every year". Expect too a range of e. for example. picture downloads (Rs 2 to Rs 3). are convinced that the SMS market will explode. video conferencing.5 per cent. They could go up by leaps and bounds --. is experimenting with Hindi. These include position location services (for around Rs 3). But US research firm Gartner says that Indian subscribers who use SMS regularly already month (see chart). Cellular service providers. Bengali and Gurmukhi and Nokia has introduced a phone with vernacular key send over 40 messages a month and the numbers are going up dramatically every .5 per cent of the Bharti group's revenue last year. Hutchison Max too sees a huge opportunity here.commerce solutions. the figure is expected to go up to 3. for instance.50) in Delhi to expand the market further. meanwhile. this year. Data services accounted for about 2. Says Sudarshan Banerjie. the number of SMS messages sent every month per subscriber is much lower than the world average of 40 and the Philippines' average of 200.2 million paid messages a day to 2 million at the end of this year.CDMA-based operators will be launching the latest CDMA2000ix phones with 3G services. They've joined with mobile phone manufacturers to introduce vernacular SMS. Hutch is planning to slash SMS prices to Rs 1. on-line gaming. Bharti. To be sure. expects its SMS traffic to go up from 1.

Expanding the data market makes economic sense for mobile don't have to share service companies.pads and software that recognises Indian languages. data applications were seen as something good for the brand and as something that would reduce customer churn." The mobile data business is. the mobile data market has its fair share of Cassandras too. Says a senior executive of a US-based telecom company: "Considering the low penetration of phones in India. meant for advanced markets." With all this going on. Says Anil Nayar. head of mobility at Bharti Televentures: "Vernacular languages will go a long way in pushing SMS usage in the country. A Merril Lynch report a figure that represents a forecasts that Indian operators will earn over US $ 76 million (over Rs 372 crore) from data by 2005. In Europe. up from a mere 3. That's because service providers revenue from SMS with the government. Data is a luxury. unlike in the case of voice calls. head of new products at the Bharti group : "Earlier. The only cost incurred is on setting up a messaging centre. Says Rohit Bhatia. chart). But with voice tariffs coming down. mobile data accounts for around 11 per cent of compound annual growth rate of 69 per cent from 2000 revenue (see . in its infancy in developed markets.75 per cent last year." Still. data services are seen as contributing to revenue. the first step is to ensure that more people have a phone for simple voice usage. not for India. Gartner thinks that in 2006 data services will account for 17 per cent of the revenue of mobile service companies. of course. Margins in SMS are a high 90 per cent or so of the tariff.

the potential revenue from data services can't be ignored. has some 4.000 -. the figure is as low as three per cent. BPL Mobile. In the US. president and CEO of BPL Mobile : "We expect to increase revenue earnings from non voice (including GPRS) services from 10 per cent of the revenue to 15 per cent by the end of this year." That's close Gartner's 17 per cent research research projection for data services in 2005. GPRS hasn't yet taken off in India. And even in markets like China. only five million are hooked on to 3G phones. Says F B Cardosa.operators' revenues.to expand the data market. building specialised GPRS-based products for the corporate sector relevant to India and promoting value-added SMS services -.its goal this year is 10.partly because GPRS-enabled in the first few months. What is more.aggressive pricing. So mobile data may still be a fledgling business here. but that could change dramatically. the first to launch GPRS in India. data weighs in with less than two per cent of revenue.000 subscribers in Mumbai -. So most mobile phone operators are using a combination of strategies -. despite well over a billion plus mobile subscribers in the world. for example. Still. but expect this fledgling to grow up pretty quickly. Asia will lead the charge Mobile data may not as yet provide substantial revenue to cell operators worldwide. A Merril Lynch report forecasts that revenue from mobile data (including 3 G . While voice will still remains the predominant source of revenue at least for the next few years. But the mobile phones weren't ready company is still hopeful.

5 and 3 G services. The Mobile Data Association expects the number of cellular data users to top 28 million by the end of 2003 and generate over US $ 2. . around 17 per cent of this will come from data carried on 2. but the market could explode. cellular service providers get just two per cent of their revenues from data.8 per cent of its revenues to come from data by 2002 end.6 billion in revenue. It expects as much as 40 per cent of mobile phone users to use data. SMS accounts for over 22 per cent of an operator’s revenue (on an average.68 billion by 2005 from only $ 2. The Yankee group estimates that China’s wireless data market will balloon to US $ 5. expects 25. Note too that around Asia and in the US. i-Mode.5 G services have taken a lead over operators who offer GSM-based GPRS services in the mobile data arena. if not dramatically. In the Philippines. thanks to low prices and the free SMS packages operators offer). DoCoMo’s sweepingly successful service in Japan. But the US mobile data market too is expected to grow substantially. however. a cellphone service subscriber sends 11. CDMA-based cellular service operators who offer 2. Leading the mobile data charge will. though the hot growth rates could plateau. That’s because their services are cheaper and handsets are easily available and are more affordable.72 million in 1999. In the US. be Asia. What is more.services) will more than double to 27 per cent of a cellphone service provider’s revenue in Europe by 2005. In China.2 SMS every day. from around 11 per cent in 2002. mobile data has yet to catch on.

In Korea. India’s cellular service providers will ignore the data business only at their peril. for instance. It also believes that over 12. Clearly.2 per cent of S K Telecom’s (which offers CDMA services) revenue will come from data by 2002 end. with the figure going up to 19. .7 million by 2003.8 million Koreans will subscribe to CDMA 2.5 G-based services. Morgan Stanley research research projects that 9.

solutions and services for network operators and corporations. was launched in 1987? . Nokia provides equipment. Nokia is a broadly held company with listings on four major exchanges. the Nokia Cityman.INTRODUCTION OF NOKIA GROUP Nokia is a world leader in mobile communications. that the world's first NMT hand portable. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones. driving the growth and sustainability of the broader mobility industry. media and businesses. games. devices and solutions for imaging. The world's first international cellular mobile telephone network NMT was opened in Scandinavia in 1981 with Nokia introducing the first car phones for the network Or.

the Nokia Cityman. the DX 200. . was brought into use in Finland. Year 1984 The world's first portable NMT car telephone. The world's first fast-poll 14. Year 1981 The world's first international cellular mobile telephone network NMT opened in Scandinavia with Nokia introducing the first car phones for the network. manufactured by Nokia. Year 1987 The world's first NMT handportable.400 bps (bits-per-second) modem. Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards. Year 1989 The world's first Actionist trucking mobile radio network was brought into operation.History of Nokia Year 1969 Nokia introduced the world's first 30-channel PCM (Pulse Code Modulation) transmission equipment conforming to the standards of CCITT (Consultative Committee on International Telegraphy and Telephony). Year 1982 Europe's first digital telephone exchange. Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers. the Nokia Talkman.

The world's first credit card size cellular modem card developed with AT&T Paradyne. Year 1994 The first offical GSM call in the People4s Republic of China made on a Nokia phone on Beijing TA4s network.The world's first Data Communications Server (DaCS). providing fully digital.The first manufacturer to launch series of handportable phones for all digital standards (GSM. PCN. supplied by Nokia. including the Nokia PC Card and the Nokia Cellular Data Card. fast access to corporate LANs.The first European manufacturer to start selling mobile phones in Japan.The world's first digital cellular data products. The Nokia 2100 was the world's smallest and lightest family of digital products. Year 1992 The Nokia 1011.The world's first genuine GSM call made using Radiolinja's network. TDMA. supplied by Nokia.Inmarsat made the world's first satellite telephone call with Nokia's pocket-size GSM handset. the first digital handportable phone for GSM networks. Year 1995 .The world's first SMSC (Short Message Service Centre) taken into commercial use in Europolitan's Nokia network. Japan Digital).Year 1991 The first manufacturer to have a large-scale production-ready GSM phone. the first family of handportale phones for all analog networks. Year 1993 The first Personal Communications Network based on GSM 1800 standard delivered by Nokia.The Nokia 100 series.

the Nokia 540. the first available dual mode AMPS/TDMA phone.The world's first integrated wireless payphone. A new handset for the NMT 450 standard. the first with an innovative. ergonomically comfortable design. Next generation half-rate hand portable for the digital PDC standard in Japan. the Nokia 6100 series. the world's first all-in-one mobile communications Year 1997 tool introduced at the CeBIT exhibition. Nokia was the first manufacturer to offer both simplified and traditional character sets in the same phone.The new joint venture. which is the world's first NMT phone with Navi Key. was established: the first factory to manufacture large scale GSM systems and equipment in China. Nokia is the first company to demonstrate an entirely new.. innovative feature for PDC handsets. Chinese character short messaging service and Chinese user interface were launched in the Nokia 8110 mobile phone. the Nokia Mediamaster. With this introduction. The Nokia 9000 Communicator. Beijing Nokia Mobile Telecommunications Ltd. Year 1996 The first digital multimedia terminal in the world.The Nokia 8100 product family. The world's first four TETRA networks were delivered by Nokia. . including audio quality and an entirely new Profile function which enables users to adjust the phone settings according to various situations. New standards for operating times and a set of innovative industryfirst features. which enables calling by voice activation. The next generation GSM product family. The Nokia 2160.

The world's first GSM dual band base station. This provides the possibility to integrate GSM 1800 transceivers (TRXs) into an existing GSM 900 Base station(BTS). the Nokia 650. the first mobile phones with user-changeable covers. The Nokia 9110 Communicator. according to the TETRA standard. Year 1999 Nokia introduced the world's first high-speed data terminal for wireless networks: the Nokia Card Phone 2. As a special additional feature and first in the market. the first mobile phone specially designed for Asian consumers Year 1998 Nokia delivered world's first ETSI standard ADSL and IP network to Telecom New Zealand. . Nokia completed the world's first WCDMA (Wideband Code Division Multiple Access) phone call through a public switched telephone network. called officially Helen Net by Helsinki City Energy Company. is the world's first network taken into operative use. The network. the Nokia GSM 900/1800 Dual Band BTS.0 brings about a four-fold increase in data transmission speed. The world's smallest NMT 450 phone.' The Nokia 3810. The Nokia 5100 series. the first hand-held mobile device supporting wireless imagining. sets a new benchmark for NMT 450 technology. thereby marking the start of commercial delivery of broadband data services using the ADSL network. the Nokia 650 has a built-in FM radio. The first call on the Helsinki City Energy Company's digital TETRA network was made.

such as global reachability and end-to-end security. The new WAP services have been developed in co-operation with Finnish companies Helsinki Energy and Tekla Corporation. Operators can use Nokia GPRS networks to provide their customers with new types of services that bring benefits offered by IPv6. This is the first time mobile phones will be sold on airplanes. The Nokia 7110 dual band GSM 900/1800 media phone has been designed to enable easy access to Internet content from a mobile phone. WAP over TETRA provides a new method of data communication for professionals. Year 2000 Nokia introduced the world's first IPv6-enabled end-to-end GPRS network. the world's first WCDMA . roaming capabilities for IP traffic between GPRS networks for the first Nokia and Scandinavian Airlines Systems announced a partnership to bring Nokia mobile phones to the selection of goods sold on all international SAS flights. Nokia has combined the versatility of WAP with the power of TETRA to introduce the world's first WAP services for digital professional mobile radio users. Nokia launched the Nokia LiveSite platform. Nokia introduced the world's first TETRA WAP browser which brings powerful WAP applications to TETRA professional mobile radio networks. time Nokia and Sonera have completed tests that bring in the world.Nokia announced the world's first media phone that is based on the Wireless Application Protocol (WAP) in Mobile Media Mode. It enables real-time direct access to various customer and technical databases in only a few seconds.

Nokia. Nokia introduces the industry first multimedia messaging solution. announced that it had successfully demonstrated the world's first wireless Internet synchronization using the SyncL protocol. the Nokia Artuse (TM) MMS (Multimedia Messaging Service) Center. The tests were completed in Beijing. photographs and images with the traditional text messaging. Nokia announces world's first GPRS roaming between M1 Singapore and Cable and Wireless HKT Mobile Services. Nokia successfully carried out the world's first WAP service over a trial WCDMA system. a founding member of the SyncML initiative. Sonera is making . Nokia and the Finnish operator Sonera conducted the world's first Wireless LAN roaming based on GSM technology.implementation which is compatible with the latest 3GPP standards for third generation networks. Nokia TETRA IP significantly enhances access to WAP services and more efficient WAP service development is possible with new TETRA IP functionalities. where Chinese language WAP services were transmitted via the WCDMA system and radio network. Hong Kong. This is the first announcement of its kind in the world for GPRS interoperator Year 2001 roaming. a high-capacity platform for the next wave of mobile messaging. China. The solution enables operators to introduce multimedia messaging services combining new rich content. such as audio and video clips. Nokia is the first vendor in the world to bring full mobile IP packet data functionalities into TETRA networks.

This chipset is the world's first to support complete 1xEV-DV Release C functionality. Year 2003 Nokia announced that the world's first cdma2000® 1xEV-DV highspeed packet data phone call was completed at Nokia's CDMA product creation center in San Diego. Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. was made between a test set based on a commercially available Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments. The Nokia 3G WCDMA network and terminal used were based on the commercial standard level known as 3GPP (3rd Generation Partnership Research research project) Release 99 June 2001 version. The call. 1xEV-DV basestation emulator. This was the first time that packet data has been transmitted end-to-end on a commercial system based on the above mentioned commercial standard. achieving a peak data rate of 3.use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones. . The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6. Year 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. Wireless Solutions Group. Nokia announced the Nokia NFC (Near Field Communication) shell.09 Mbps. Year 2004 Using Nokia's CDMA Dual-Stack handset.

in November. With the Nokia NFC shell on their phone. MediaCorp Technologies. Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global GCF 3G WDCMA Certification. consumers will be able to easily access a variety of services and conveniently exchange information with a simple touch gesture utilizing NFC technology. The certification was achieved based on the requirements defined by Global Certification Forum (GCF). Nokia and TeliaSonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network. The Reference Implementation is available immediately to Series 60 licensees. Nokia and Texas Instruments Incorporated introduced the first preintegrated and validated Series 60 Reference Implementation based on TI's OMAP(TM) processor-powered reference design in February.the latest step in the development of innovative products for mobile communications. an independent industry body which provides network compliancy requirements and testing for GSM/WCDMA mobile devices.Handheld) network at the Nokia Connection event in Singapore. M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast . Nokia. Achieving a first for the Asia-Pacific region. In October. SBS Finland's Kiss FM became the first radio station in the world to begin Visual Radio broadcasts. This .

Nokia introduced a new product for secure mobile contactless payments and ticketing. the gap between Nokia and its rivals becomes more apparent. Click on any of the Nokia phones below to read a full review (plus independent reviews by consumers). together with a perceived reputation for reliability and userfriendliness. Nokia's response is to focus more on innovative design and the concept of a "fashion" phone. Nokia have the advantage of outstanding loyalty from its traditional customers. The world's first Near Field Communications (NFC) product for payment and ticketing will be an enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone. and to find the best place to buy in the UK. although its position is under threat from other manufacturers. As these technologies become more and more important in modern phones. . One of Nokia's problems is its difficulty in competing against electronics giants like Sony and Samsung with their unparalleled expertise in technologies like digital photography and LCD displays. Nokia has a dominant position in the smartphone market with its Series 60 platform. at the top end of the market. However. Nokia phones Nokia remains the world's number one manufacturer of mobile phones. particularly Sony Ericsson and Samsung.unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before.

and a Nokia 3410 .entry-level phone. feature-rich range versatile lightweight of phone phone features Nokia 6170 .odd-looking clamshell phone with basic features Nokia 3200 .replacement for the Nokia 3330. but lacking Nokia 3510i best Java of the 3410/3510 b series Nokia 3650 .similar to the 3410.excellent value clamshell camera phone with metal .multimedia phone with digital camera and video camera Nokia 3660 . stereo FM radio. designed with simplicity and 2100 2300 2600 3100 3220 colour fun practical very entry-level phone with phone review recorder 3310 very popular pay as you go phone and fun basic colour glow-in-the-dark aimed at phone phone phone cover Nokia 2650 .music phone with MP3 player.durable phone designed for sport and outdoor use Nokia Nokia case 5210 6100 and a hard advanced good wearing. with polyphonic ringtones. with lots of new Nokia 3510 .entry-level camera phone with custom covers camera teenagers soon! 3230 coming Nokia 3300 .hard-wearing phone with colour display & built-in radio Nokia 5140 .Nokia reliability Nokia Nokia Nokia Nokia Nokia Nokia digital Nokia features N-Gage - phone & in games console in one! mind Nokia 1100 .enhanced version of the 3650 with 65k colour screen Nokia 5100 .

brand new phone with full QWERTY keyboard Nokia 6810 .smart phone with 65k colour display.hot new phone with colour display. but with an integrated digital .advanced phone.full QWERTY keyboard. with similar features to the 8310 Nokia 6600 . camera.all the features of the 7210 in a more conventional Nokia 6670 .Nokia 6220 . camcorder design Nokia Nokia 6610i adding a digital first camera 3G to the 6610 6630 smartphone and Symbian operating system Nokia 6610 . Java™ and polyphonic camera Nokia Nokia 7250i 7260 enhanced Art-Deco version of the Nokia 7250 phone inspired camera Nokia 7250 .improved version of the 6220 with 65k colour display clamshell-design replacement Nokia 6310i .messaging device with QWERTY keyboard and Nokia 7210 . triband.business class phone that also includes features like an integrated Nokia Nokia Nokia digital 6230i 6260 6310 camera.multimedia smartphone with megapixel camera Nokia 6800 . Bluetooth wireless connectivity and multimedia Nokia 7200 Nokia's first clamshell high speed data features phone ringtones Nokia 6820 .adds triband and Java™ capability to the Nokia 6310 Nokia 6510 . advanced video review for recorder coming the and FM soon! smartphone classic 6210 radio Nokia 6230 .similar to the 7210.

and WiFi support.most popular Nokia phone. improved display.updated Communicator with more memory and improved Nokia 9300 internet review coming support soon! Nokia 9500 . widely regarded as the best currently Nokia Nokia 8910i 9210 exclusive phone mobile with heavy-duty communications available stunning looks device Nokia 9210i .Nokia 7270 .latest Communicator with more memory.amazing multimedia phone with colour display Nokia 8310 .fashion phone with MP3 ringtones and viceo camera Nokia Nokia 7280 7600 review coming 3G soon! phone Nokia 7610 .multimedia smartphone with megapixel camera Nokia 7650 . .

DATA PRESENTATION Competitive Analysis On the basis of the Questionnaire Q1. Do you have Mobile phone? Yes No 85 15 100 80 60 40 20 0 Yes No Q2. Which is the most popular Brand ? .

N .o re lie o f p s 1% 1 2 % 4 % 1% 3 2% 8 4% 2 N K O IA S MUG A S N S N OY E IC S N R S O M T R L OO OA L G P NS N A A O IC .

Q3 Have you ever purchased Nokia handset? Yes No 70 30 70 60 50 40 30 20 10 0 Yes No .

Q4 What are the qualities you look for in a Mobile Phone? Percentage in favour STYLE DESIGN 20% 20% 5% 20% 25% BRAND PRICE TECHNOLOGY POPULARITY 10% .

Rank the following models of Nokia handsets in order of your preference for personal use.Q5. which all have you heard about and you want to purchase? Percentage of Choices in favour Nokia 1100 Nokia 2300 20% 2% 8% 5% 13% 13% 15% 14% Nokia 3650 Nokia 7210 10% Nokia Engage Nokia Communicator Nokia 7650 Q6. . Among the following of latest Nokia handsets.

Percentage of C hoices in favour 6% 6% 17% N okia 1100 N okia 2300 17% 1% 12% 1% N okia 3650 N okia 7210 N okia Engage 12% 28% N okia C ommunicator N okia 7650 N okia 6610 and 6610i N okia 6600 Q7 What is the reason behind your preference for the above particular Handset? p rce ta e o v w e n g f ie s 1% 1 2% 1 P rice Qa u lity T ch o g e n lo y D sig e n S tyle 3% 2 2% 4 1% 2 .

What is the reason behind your preference for the above particular Market player? (You can tick more than one option also) percentage of views 16% 20% 8% 25% Advertising Quality Assurance Price affordability Resale value Warranty period 31% Q10.Q8. Which is the most popular market player according to you? percentage of views 12% 10% 2% 47% Nokia Samsung Panasonic Sony Ericsson Others 29% Q9. For how long you are using your handset? .

Percentage of Views 18% 45% 37% Less than 6 months More than 6 but less than 1year More than 1 year .

Says Ranjitjeev Singh. On the one hand. We have no real estimate of the grey market and are in no position to plan ahead because of this. Things could not have been better for these global players as an Indian competition is yet to emerge in their territory and every time a mobile service provider lands a customer." . Their combined subscriber base has crossed the 2. the sleek Nokia. Make no mistake. they should benefit too. the service providers have collectively brushed aside negative growth of the past two-three years and are quite gung-ho about prospects. a pall of gloom seems to have enveloped all these giants in the competitive mobile handset industry. the sturdy Siemens or the highly sophisticated Ericsson.5 million mark last month and despite threat of local competition from government-controlled players like MTNL. One would automatically expect the handset providers to be on Cloud Nine.ANALYSIS OF DATA Market leaders A paradoxical situation prevails in the fledgling cellular mobile services industry in India. the euphoria seems to have bypassed them! Be it the rugged Motorola. these service providers are a happy lot. It is the large and unruly grey market that has wiped away the smile from their faces at a time when the cellular service industry has already gotten on to the high growth expressway. Curiously. Director (Consumer Products) at Ericsson India Limited: "Indian subsidiaries of the global cellular handset brands are finding it difficult to improve their sales.

if one were to be aware of the skewed import policies that the government puts in place. says Ajay Sachdev. their parents make hay on the strength of highly competitive pricing which is.He is dead right. their parents are exempt. one wouldn’t be surprised at the above statement. Motorola and a host of other manufacturers are left scrambling for a nibble of the already shrunken cake. It has unleashed a price war where. Frustration has come to stay for . the price was is not between rival brands. Motorola and Motorola. The impact of this grey market operation is huge. as compared to the products available through the Indian subsidiaries. The plain fact behind the price differential is that while Indian subsidiaries are subjected to an accumulated import duty of 26-28 per cent. Currently. Nokia. It is almost impossible to measure the share that the grey market takes way from the cellular handset makers.the losers and the gainers are one and the same company. but between Ericsson and Ericsson. The overbearing presence of the grey market has another interesting facet. While the Indian subsidiaries of these transnational companies watch helplessly. Singh hazards a safe guess to peg it anywhere in the region of 65 to 70%. at least 30 per cent cheaper. Sounds illogical. Motorola India Ltd. Siemens and Siemens and Samsung and Samsung. Nokia and Nokia. The mobile handsets from foreign shores are smuggled into the country by grey market operators. Head of Marketing. Naturally the Indian subsidiaries of Ericsson. isn’t it? Well. at the end of the day. hiking the price of handsets in that proportion.

Queries about the current scenario solicit the predictable volley of accusations against the government's import policy. the handset vendors worldwide have phased out single band handsets in favor of dual and treble band phones. As a consequence. However. The government’s frequency allocation policy too adds to market inefficiencies. By a logical extension. skewed policies seem to characterize the Indian government. in the current market matrix this tariff cut remains a continues to be cheaper by almost 30%. In the developed economies. Barely a year ago the government demonstrated its strange ways by withdrawing duty exemption on import of wireless-in-local loop (WLL) to "protect the domestic industry". But then.the Indian managers of these global brands. government is caught in its own web. 1800 MHz and 2700 MHz . it would also increase revenues. Since high tariff level has resulted in large scale smuggling of handsets. even three futile exercise as the grey market frequency bands – 900 MHz. By imposing a high import duty whom is the government protecting? The handsets are neither manufactured nor assembled in India. service providers are allowed to operate on two. The technological backwardness has proved to .whereas in India only the 900 Hz frequency band is available to operators. in full awareness that there was none to protect. In fact. a lower tariff would not only enable the Indian companies combat the grey market. the government loses almost 70 per cent of the revenue it would have collected. The recent 5% reduction in basic import duty on handsets is indicative that realization has dawned.

investment in network expansion is not a priority for most of the operators.be a boon for grey market operators who smuggle the discarded handsets and dump them in India at a throwaway price. the service providers have stubbornly maintained high tariff levels. They themselves restrict the proliferation and popularity of handsets by refusing to pass on the benefits of falling operational costs to the customer. will help them compete with the grey market. as a result. says Ranjitjeev Singh. . Though after switching over to revenue share. the cost of providing a mobile connection has fallen to 1/5th of that of a landline connection. the cost gets amortized over a period of time. In the past.5000. In that case we can afford to lower the prices and still maintain the profit levels". the service operators are not far behind either. If government is aiding grey market by creating inefficiencies in the marketplace. But since the high end user business class is anyway hooked to cell phones. That. high license fees present. ''If the turnover increases. The average middle classes have. kept away from cell phones. The loser again is the handset vendor. the airtime charges for cell phone users remain 12 times higher as compared to fixed phone users. ranging from Rs. albeit from a disadvantaged position. in turn. At bring down rates as their networks can hardly accommodate more customers.3500 to Rs. Obsessed as they are with the ‘business class’. the metro cellular operators need justified not high airtime rates.

and so lost its No. 1 position to Nokia by the end of 1997. which according to its head of marketing and strategy. the company launched a plethora of feature-rich handsets. Though it has launched handsets for other segments as well.That scenario appearing remote. People were fed up with black and grey handsets. The buzzwords of this strategy are ‘replacement’ and ‘segmentation’ of the handset market. R . service or handset types. on its part." says Ajay Sachdeva. Nokia continues to focus on entry-level and mid-level customers. Sanjeev Sharma. are the fastest growing segments. the handset vendors have embarked on other marketing strategies. Ericsson's strategy revolves around ART where A signifies first-time users. it not only beat the grey market. "The point is to outwit the grey market operators by offering tailor-made handsets to each customer segment. At the user level the market is maturing fast. As a result it was able to corner almost 90 per cent of the replacement market. Nokia made this newness visible by introducing many colors as well as shapes. The company has now woken up to the new mantra. Nokia was the first to recognize this segmentation. They wanted something new. it beat every other vendor by cornering over 30 per cent of the market share. which typically accounts for 15 per cent of the total subscriber base in the country. According to Singh. was focused more on the technology or on what was inside the handsets. Subsequently. Ericsson. The strategy was to tap the replacement market. In the process. Clear segments of users are emerging which are differentiated on the basis of tariff.

stands for techno-savvy users who want to replace their handsets with featurerich colorful ones and T denotes style-lovers. Motorola also plans to appoint dealers in crucial cities. Hopefully. R320. R190. In keeping with this strategy Ericsson has launched A1018. who would have a cell phone to know if the kids and the wife are okay. T28 and T10. (3) the people focused on style and glamour. With simultaneous global launches and competitive pricing becoming the order of the day. the status-conscious who flaunt their handsets as if they were fashion accessories and (4) the security-conscious. so that customers no longer complain about the scarcity of their favorite model. As Singh says. the average lifecycle of a handset has already come down to 7-8 months. who like to be at the cutting edge of technology and so want features like e-mail and WAP on the handset. the bells will continue to toll for the grey market. the company has concluded that there are four broad segments . the grey market will have problems with ever more finicky customers. who like features such as stock-market quotes on the cell phone. Whether they can marginalize it for good. normally onto their second phone. Similarly. still remains to be seen.(1) the techno-savvy. the handset vendors will be able to outwit the grey market. . in spite of the government and the smug service-providers. Ericsson is also banking on ever reducing lifecycle of handsets. Till such time. as a result of a global study commissioned by Motorola. (2) the productivity-focused. This is aimed to help the service retailers keep well stacked with handsets.

In other words. and Ericsson fighting it out at the top and several less successful brands like Samsung. So what makes the difference between the most successful and less successful brands? It certainly is not what product features are offered. the latest features. do consumers choose? The answer seems to be what the brand names mean to them. it has not created any sub-brands but has concentrated on the corporate brand. Nokia has succeeded in lending personality to its products. with Nokia. then. How. effectively dislodging Motorola from that position. The products range from the simple to the complex. The brand has been built using the principles described above. Siemens and Panasonic trying hard to make inroads into their top competitors' market share. Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable.Nokia Group the Finland-based manufacturer of mobile phones. because it is now the number one brand in many markets around the world. Only numeric descriptors are used for the products. but every manufacturer offers.FINDINGS OF STUDY Position of Nokia Brand in consumer mind The world of parity has hit the mobile phone market just as it has many other technology product categories. which do . Its efforts have paid off. giving individual products a generic brand personality. Motorola. and has been consistently well managed across all markets. has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. without even giving them names. Philips. of course.

As the focus is on customer relationships. but employees do not have to remember every characteristic. this is represented by the tag line. Nokia Brand Image Nokia has detailed many personality characteristics for its brand. Nokia has succeeded where other big brand names have so far failed. however. 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. They do. This gives consumers a sense of trust and consideration by the .not even appear on the product they. Nokia Brand Positioning When Nokia positions its brand in the crowded mobile phone marketplace. "We call this human technology". It has done so in the following way. And the human dimension created by the brand personality carries over into the positioning strategy for the brand. Building friendship and trust is at the heart of the Nokia brand. its message must clearly bring together the technology and human side of its offer in a powerful way. chiefly by putting across the human face technology-taking and dominating the emotional high ground. Such is the strength of the corporate brand. the Nokia personality is like a trusted friend. as you would when thinking about someone you have met. have to remember the overall impression of the list of attributes.

Nokia thus uses a combination of aspirational. "human technology. and how it can make that experience reflect its brand character.company. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia designers describe it as the "eye into the soul of the product"." . lifestyle. 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). as though to say that Nokia understand what they want in life. The large display screen. Product design is clearly critical to the success of the brand. The soft key touch pads also add to the feeling of friendliness. and mood of the user. The shape of phones is curvy and easy to hold. expressing the brand personality. and is summed up in the slogan. is the "face" of the phone. for example. Nokia Product Design Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does. especially those that impact the consumer. Product design focuses on the consumer and his needs. The faceplates and their different colors can be changed to fit the personality. benefit-based. having taken the best position for itself. but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand. and how it can help.

Photos can be transferred from a compatible digital camera. Spreadsheet. it has unseated Motorola. brand. Some Nokia Phones with latest features One of the most impressive handset is the Nokia 9210i Communicator (Price: 37. view MS PowerPoint slides in full colour. Presentation viewer. As if to make up for these. The company bills it as a portable office which includes phone. and has taken huge market share from its competitiors. According to one brand valuation study carried out in mid-1999. calendar.Nokia now accounts for over half of the value of the Finland stock market. You can also view streaming videos on the Internet and flash animations There is however a snag. WWW.096 colour screen. Nokia achieved its brilliant feat through consistent branding. there is the streaming software from Real Networks (audio and video . viewed and then forwarded by fax or e-mail. other PDAs but it At 244 grams it is almost obese compared to has an awesome range of features. fax. It has a high quality 4. Worksheets can be created on it but the presentation tools can only view previously loaded PowerPoint slides. WAP.S. contacts.599). As has been pointed out. email. You can edit and send Word Processor and spreadsheet documents. backed by first-class logistics and manufacturing. a phone cum personal digital assistant (PDA). making it the highest-ranking non-U. it ranked 11th on the world's most valuable brand list. all of which revolve around what consumers want. Word Processor.

WAP 1. store and share pictures.099) is one of the slimmest full featured phones on display in Indian shops.399). downloadable personal applications via Java technology. delightful polyphonic ring tones. the Nokia 6100 (Price: Rs 20. images. temperature. though it will be some time before people start using this feature in India.2. anytime.096-colour. weight and other measures) and a Portfolio Manager (to track stocks and other securities).1 Browser.player) to view internet media content. The calendar notes can take up to 250 entries and the Phonebook Memory (phone + SIM) up to 300 entries. and other rich content into their messages.1 browser. 128x128 pixels . The 6100 even has an electronic wallet. Thanks to an ultra thin battery. Memorywise. triband GSM. Plus there’s pre-installed Java applications on the Nokia 6610 which include a Converter (for currencies. Its triband GSM access means ability to connect anywhere in the world. SMS up to 150 text messages and calendar notes up to 250 entries. One of its main features is the multimedia messaging service (MMS) which allows users to incorporate sound. the phone book supports up to 300 entries. The 9210i Communicator effectively serves as an office in your pocket. downloadable Java games. WAP 1. Features include MMS. Plus there’s MMS. triband GSM support.2.299). The 6100 sports a 4. an integrated stereo FM radio. Another latest in the Indian market is the Nokia 6610 (Price: Rs 16. The model also has an integrated FM radio. Another model selling well in the Indian market is the Nokia 7250 (Price: Rs 26. It has an integrated digital camera allowing you to capture.

999) is a phone and colour camera rolled into one with MMS capabilities.resolution screen and its large display is handy. You can download new Java games and applications.399) is equipped with an integrated video player and a RealOne Player to download video clips. Also. Organiser and To-Do lists. its integrated digital camera can capture images at 640 x 480 resolution and the phone display can be used as a viewfinder. The Nokia 3650 (Price: Rs 23. It has infrared and Bluetooth capabilities for connecting to PDAs and notebook computers.2 kilobits per second. Activating the side triggers sets the phone in motion. Data transfer can be as fast as 43. mobile Internet connectivity.6 MB of memory to store files and applications. on top of your pre-requisite phone functions. The 7650 comes with only a WAP (Wireless Application Protocol) browser. Bluetooth wireless connectivity to other compatible devices. whether you are typing SMS messages or viewing an MMS message. It has 3. Features include Voice Commands. Nokia 7650 (Price: Rs 26. .499) is heavy on looks with a titanium casing and chrome finish keys. The Nokia 8910 (Price: Rs 35. rising from the handgrip cover to put the many phone functions at your fingertips. limiting you to text-based content. It has high-end features like Bluetooth9 and Infrared capabilities which allows wireless connectivity to your PC and laptop.

Panasonic.CONCLUSION As per the research work done by me I concluded that Cell phone industry is growing with a very great pace and has a very remarkable prospect in future. Can Nokia be beaten? On one hand. On the other hand it also depends on the competitors. "user-friendliness". In any markets there are market leaders and followers. To remain at the front of the pack. So far the brand has established itself well in many markets. and its agencies. certainly someone else can do the same? . How far are they willing to stretch? Are they willing to take Nokia head-on? How? What will the outcome be? For the same reason that Nokia has managed to gain market share and be ranked number 6 in the Global Brand Scoreboard. relevance to the target audience etc. and consumers have identified with what the brand has to offer. availability. one must constantly be innovative. Nokia is leading player in the cellular industry and is very much ahead from its competitors like LG. It's inevitable. for many reasons such as pricing. and in most cases market leaders lose market share to followers. and Sony who are still trying to compete with it. it is up to Nokia's marketing department. Samsung. But that does not mean they cannot lose the brand battle. the minute you lose that edge competitors will definitely overtake.

even the medium-age people. it can be seen that most of the young generation. But in the future I could not think of Nokia's performance as IT is unpredictable.Nokia is a very creative designer. RECOMMENDATIONS . with a lot of features that the young generation likes. How could it be beat if the creator is so creative -.unless the competitors could find Nokia threats and weaknesses In market. like to use Nokia as it is user-friendly. If we could predict 100% of what will happen. Can Nokia be beat? This is a good question that could not be answered precisely. It only depends on what humans think of and what they expect. In short it looks very difficult for every competitor to get the same position which Nokia is currently prevailing with in the market so it is concluded that it will be hard to defeat Nokia at present and in near future in terms of market share. then there will be no challenges in the future.

More glow sign and broad should be installed. 3. 2. 4. In metropolitan areas. Some credit facilities should be given to good sales providing outlets. Holdings on outlets and publication in the prominent magazines help in increasing its awareness among the consumer to evoke the demand of their brand. 11. to increase awareness in the market. 6. Internet and personal selling to promote the products. 8. More attention and concern should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well.1. Contests sweep stakes and games should be arranged on regular basis for the consumer involving incentives and prizes. The sales executive should go to each outlet of their route once in a week and try to cover outlet that are in a distributor network. Company should invest money on advertising through media. 10. 7. 9. The company should try to influence the wholesalers of NOKIA in the city offering more profitable scheme and confidence building measures. Policy of replacing problem arising sets should be done timely and the retailer should be accommodated immediately. The net and free sample scheme should be the same for net every retailers by the company. 5. . Allurement and discount schemes should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well.

Company should make proper schedule or particular days for hearing the complaints of their customer and retailers.12. . No of outlets and service centers should be open. 13.

Research Methodology Methods and Techniques New Delhi. Kothari C. Wishwa Prakashan 2003 2.BIBLIOGRAPHY Books Referred: 1. R. 2005 Magazines Business world magazine.New Delhi. January 2006 India Today magazine. Philip Kotler Marketing Management Patparganj . January 2006 Economic times. Pearson Education. February 2006 .

cellularfactory.com www.com www.yahoo.nokia.cellphoneshop.net www.google.Websites: www.com .cellphones.com www.com www.about.

Have you ever purchased Nokia Handset?  Yes  No 4. Do you have Mobile Phone?  Yes  No 2.…………………………………………………. Among the following of latest Nokia handsets.……….. Which all brands of Mobile Phones have you heard about?  Nokia  Samsung  Sony Ericsson  Panasonic  LG  Others…………………………………………………………… 3.ANNEXURE QUESTIONNAIRE Name:………………………………………………………………… Age:…………………………………………………………………… Address:……………………………………………………………… ContactNo. which all have you heard about? (You can tick more than option also)  1100  2300  3650  7210  Engage  Communicator  7650  6610 and 6610i  6600 . 1.

For how long you are using your handset? . What is the reason behind your preference for the above particular Market player? (You can tick more than one option also)  Advertising  Quality Assurance  Price affordability  Resale value  Warranty period 9.Which is the most popular market player according to you?  Nokia  Samsung  Panasonic  Sony Ericsson  Others 8.  1100  2300  3650  7210  Engage  Communicator  7650  6610 and 6610i  6600  6.5. Rank the following models of Nokia handsets in order of your preference for personal use. What is the reason behind your preference for the above particular Handset?(You can tick more than one option also)      Price Quality Technology Design Styl 7.

   Less than 6 months More than 6 but less than 1year More than 1 year 10......... ..... ..................... What do you think about Nokia in comparison to other players in the market? Comment………………………………………………………………… … ……………………………………………………………………………… ………………………………………………………....