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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

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

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

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

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

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

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

specifying three basic forms.numerous competitive entries. there is significant variation in the type of interaction that takes place. Such interactions are not always easily inferred from . cooperative behaviour implies that companies' actions move together in a coordinated fashion. Type of interaction Previous research has attempted to classify or categorize competitive interaction. across product categories and marketing mix instruments. 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. independent behaviour implies a lack of competitive response. The little research that has been conduced in this arena suggests that. Finally competitive behaviour implies that companies maximize their own profits by responding competitively to rivals' actions. Second. First. 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. The techniques is to confirm leader-follower relationships estimated by the other approaches.

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

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

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

Each of the two companies starts with a 50 percent market share. symposiums.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 . workshops and association meetings. seminars. workshops. surely. 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.these serve to establish price floors. organizing joint trade events. it is essential that all of the players have a similar sense of constraints. retaliate and the covert cartel will crumble. This include the formation of trade associations. Consider the simple case where the actual sales potential for a given market is $500 million. Company A will. Company A correctly perceives the potential as $500 million but Company B perceives the potential to be at least $ 900 million. it will cut into the share of Company A. While doing so. Constraints In order for the cartel to survive. A number of facilitators help to ensure that market constraints are similarly perceived by competitors. industry-level training courses .

and other forums open to all players within the same industry. distribution. positioning or even pricing can help companies split the market. 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. Other facilitators include having board members sit on several companies competing in the same industry. 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. Brand B would be on promotion from February 24 to April 16 and so on. Coordination Coordination of research and development activities. in which they used retailers to help co-ordinate promotions so as to block a third entrant. production. 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. . block further entrants or obtain cartel-level prices despite the being multiple suppliers.

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

Northwestern University * Venkatesh Shankar. Associate Professor of Marketing at London Business School * Philip Parker. Insead Changing rules: Where to be marketing headed? As the marketplaces are changing at an accelerating pace and corporate boundaries are blurring. 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. companies are striving hard to access quick and reliable intelligence about their customers. Professor of Marketing at the Kellogg Graduate School of Management. Jr. Northwestern University * Gregory Carpenter. * Philip Kotler.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. Professor of International Marketing at the Kellogg Graduate School of Management. . Assistant Professor of Marketing and director of Quality Enhanced Systems and Teams (Quest) at the Smith School of Business. All rights of the authors and publishers are reserved. University of Maryland * William Putsis. Professor of Marketing.

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

A few will outsource 100 percent. 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. * Most of the companies will outsource over 60 percent of their activities and requirements. making . They can afford to make less profit on each sale because of the long-term purchase contract. product and channel and will soon come up with reward packages and incentives for their more profitable customers. * Organizations will persuade their accounting departments to generate real numbers on profitability by individual customer. * Companies will switch from a transaction perspective to a customer loyalty-building perspective. Business will be able to retain customers through finding imaginative ways to exceed customer expectations. Companies will focus on building customer share rather than market share. 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.* 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.

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

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

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

Consumer learning At the root of much consumer learning are the goals that motivate. It is about being market driven and marketdriving. For instance. smart self-image. Thus links between brands and goals are nurtured over time. The concept of brand-goal links has important competitive implications. the consumers seek a single goal-utility. among sport-utility brands. 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. 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 conventional view is that the customer compares brands along only one dimension. In formal economic terms. And these brand-goal links are fundamental results of consumer learning. Mercedes-Benz provides safety and prestige.buyer learning process. The goals associated with brands differ from brand to brand in the same category. Over time.

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.

Our others objective are: • To find out the sources of promotion in NCR/Delhi market. • 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 . Problem faced in the market . initially we see that how many areas are positive how many are negative responded . To find out the areas where perception is positive and where is and being done for this is negative . Our main objective is to find out the problems which are the main barriers in the promotion of NOKIA in NCR market. the work which is described as fallows .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 .

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

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

The process had to be started from the grass root level and it was very important to understand the market for this IT product. Here we have used descriptive research design.• To find out the sources of promotion for NCR/Delhi market. 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. distribution and consumption. The data collected had to be . • To locate the potential market for NOKIA. Since the aim is to obtain complete and accurate information in the said studies. 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. which is very fast in production. • To find out the Brand perception on people. 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.

. Sample design may as well lay down the no of items to be included in the sample.systematically arranged. The researcher must prepare the sample design which should be reliable for research study. Sampling design A sample design is a definite plan for obtaining a sample from a given population. 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. 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.

Collections of primary data The task of data collection begins after a research problem has been defined and research plan chalked out. of items selected from the universe to constitute a sample. 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. In given problem the descriptive research is used so we . We collect the primary data during the course of doing experiments. Size of sample It refers to the no. 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. The size of sample is 100 people of NCR/Delhi.Sampling unit Decision is taken after concerning the sampling unit. The primary data are those which are collected a fresh and for the first time and thus happen to be original in character.

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

to name a few. to find yourself a husband (if you’re a woman) or wife (if you’re a man). for video conferencing and accessing streaming video and downloading short video clips. play online games. 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. mobile phone technology could soon be used to run the mobile ATMs of banks. Not long ago. Indeed. because both sides share the . for example. it makes sense for mobile service providers to partner TV channels and companies in SMS. BPL Mobile also tied up with Hindustan Lever to poll its subscribers on Rexona soap. BPL Mobile. zip photographs through your mobile to your friends’ mobile phones. you’ll be able to seek assistance on your phone to find a house or a friend or to locate emergency services. 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 -. If you’re an ordinary mobile user. dating services (you can chat with someone who fits your profile). online games. Indeed. It is now planning to tie up with Star TV and Radio Mirchi for similar contests. Bharti has tied the knot with the Aaj Tak channel for polling Bharti's subscribers. the mobile phone data business is already here.your world is about to change dramatically in a few months. Indeed. 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.

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

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. India’s mobile phone service companies are unquestionably either working on. One. 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) services in the next few months. the research firm: “Content. 2.5 G and 3 G offer platforms which make it possible to transmit data at very high speeds. Right now. We will see a lot of niche content addressing the needs of various market segments.5G as well as 3 G services from late December.” While few are ready to share their data market strategy. The second is the introduction of CDMA-based limited mobile services by business groups like Reliance which are set to offer both 2. will be a key factor for the development of the data market. market.look at generating extra revenue from mobile data-based added value- services. Notes Kobita Desai. This could radically change the mobile data distinct possibility. the following: A GPRS-powered sales force automation system for FMCG as well as insurance companies is being developed. 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. Salesmen or . which will hold subscribers. telecom analyst at Gartner. or have launched. Unlike existing mobile phones.

This usage is peculiar to India. send data to the central office where the policy will get processed in double quick time.saleswomen will. The Bharti group held discussions with trucking companies and large FMCGs to sell its fleet management system. 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. 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. be able to update new orders on their GPRS-enabled phones and transmit the data to their head offices or warehouses. And insurance agents can key in the data required for a new policy on a GPRS-enabled mobile phone and. for instance. 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. but realised that companies were concerned that the phones could be misused by drivers to make personal calls.” . Says a senior BPL mobile executive: “V-sat connectivity has numerous reliability problems. so ensuring better inventory management and quick delivery. It has tied up with Zee. So the Bharti group is now working with vendors to develop a SIM card that can transmit only data. Talks are also on with banks to use GPRS connectivity for running mobile ATM centres. with the press of a button. Sales staff can also get into the warehouse database to check whether the products ordered are available or not.

Says Sudarshan Banerjie.5 per cent of the Bharti group's revenue last year. streaming video and short video clip downloads. the figure is expected to go up to 3. Hutch is planning to slash SMS prices to Rs 1. Data services accounted for about 2. Cellular service providers. They could go up by leaps and bounds --. for example. are convinced that the SMS market will explode. expects its SMS traffic to go up from 1. But US research firm Gartner says that Indian subscribers who use SMS regularly already month (see chart). meanwhile. video conferencing. 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.commerce solutions. These include position location services (for around Rs 3). on-line gaming.CDMA-based operators will be launching the latest CDMA2000ix phones with 3G services. Expect too a range of e. BPL Mobile.50) in Delhi to expand the market further. 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 . picture downloads (Rs 2 to Rs 3). Bharti. 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".5 per cent.mobile service providers see a rich vein to tap in vernacular language SMS services. They've joined with mobile phone manufacturers to introduce vernacular SMS. To be sure. for instance. is experimenting with Hindi.20 (from Rs 1. this year. Hutchison Max too sees a huge opportunity here.

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

000 -. despite well over a billion plus mobile subscribers in the world. GPRS hasn't yet taken off in India. Asia will lead the charge Mobile data may not as yet provide substantial revenue to cell operators worldwide. Still. building specialised GPRS-based products for the corporate sector relevant to India and promoting value-added SMS services -. the first to launch GPRS in India. BPL Mobile.operators' revenues.its goal this year is 10.000 subscribers in Mumbai -. 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.partly because GPRS-enabled in the first few months. Says F B Cardosa. for example. the figure is as low as three per cent. So most mobile phone operators are using a combination of strategies -. but that could change dramatically.to expand the data market." That's close Gartner's 17 per cent research research projection for data services in 2005. but expect this fledgling to grow up pretty quickly. A Merril Lynch report forecasts that revenue from mobile data (including 3 G . In the US. 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. the potential revenue from data services can't be ignored. So mobile data may still be a fledgling business here. And even in markets like China. data weighs in with less than two per cent of revenue. only five million are hooked on to 3G phones.aggressive pricing. What is more. has some 4.

from around 11 per cent in 2002.72 million in 1999. It expects as much as 40 per cent of mobile phone users to use data. That’s because their services are cheaper and handsets are easily available and are more affordable. . In China.2 SMS every day.8 per cent of its revenues to come from data by 2002 end. expects 25. 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. if not dramatically. In the Philippines. What is more. thanks to low prices and the free SMS packages operators offer). a cellphone service subscriber sends 11.68 billion by 2005 from only $ 2.5 and 3 G services. In the US. The Yankee group estimates that China’s wireless data market will balloon to US $ 5. SMS accounts for over 22 per cent of an operator’s revenue (on an average.5 G services have taken a lead over operators who offer GSM-based GPRS services in the mobile data arena. CDMA-based cellular service operators who offer 2. Note too that around Asia and in the US. though the hot growth rates could plateau. mobile data has yet to catch on.6 billion in revenue. DoCoMo’s sweepingly successful service in Japan. cellular service providers get just two per cent of their revenues from data. i-Mode. but the market could explode. be Asia. But the US mobile data market too is expected to grow substantially.services) will more than double to 27 per cent of a cellphone service provider’s revenue in Europe by 2005. around 17 per cent of this will come from data carried on 2. however. Leading the mobile data charge will.

8 million Koreans will subscribe to CDMA 2.2 per cent of S K Telecom’s (which offers CDMA services) revenue will come from data by 2002 end.7 million by 2003. It also believes that over 12. India’s cellular service providers will ignore the data business only at their peril. Clearly. Morgan Stanley research research projects that 9. with the figure going up to 19. for instance. .5 G-based services.In Korea.

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

manufactured by Nokia. Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards. 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.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 1989 The world's first Actionist trucking mobile radio network was brought into operation. the Nokia Cityman. Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers. The world's first fast-poll 14.400 bps (bits-per-second) modem. the DX 200. was brought into use in Finland. Year 1982 Europe's first digital telephone exchange. the Nokia Talkman. . Year 1987 The world's first NMT handportable. Year 1984 The world's first portable NMT car telephone.

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

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

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

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.Nokia announced the world's first media phone that is based on the Wireless Application Protocol (WAP) in Mobile Media Mode. WAP over TETRA provides a new method of data communication for professionals. time Nokia and Sonera have completed tests that bring in the world. such as global reachability and end-to-end security. Nokia introduced the world's first TETRA WAP browser which brings powerful WAP applications to TETRA professional mobile radio networks. The Nokia 7110 dual band GSM 900/1800 media phone has been designed to enable easy access to Internet content from a mobile phone. The new WAP services have been developed in co-operation with Finnish companies Helsinki Energy and Tekla Corporation. 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. 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 launched the Nokia LiveSite platform. It enables real-time direct access to various customer and technical databases in only a few seconds. Year 2000 Nokia introduced the world's first IPv6-enabled end-to-end GPRS network.

Nokia introduces the industry first multimedia messaging solution. the Nokia Artuse (TM) MMS (Multimedia Messaging Service) Center. Nokia announces world's first GPRS roaming between M1 Singapore and Cable and Wireless HKT Mobile Services. where Chinese language WAP services were transmitted via the WCDMA system and radio network. Nokia. a high-capacity platform for the next wave of mobile messaging. Nokia successfully carried out the world's first WAP service over a trial WCDMA system. This is the first announcement of its kind in the world for GPRS interoperator Year 2001 roaming. Nokia TETRA IP significantly enhances access to WAP services and more efficient WAP service development is possible with new TETRA IP functionalities. photographs and images with the traditional text messaging. Hong Kong. a founding member of the SyncML initiative. The tests were completed in Beijing. Sonera is making . such as audio and video clips. Nokia and the Finnish operator Sonera conducted the world's first Wireless LAN roaming based on GSM technology. The solution enables operators to introduce multimedia messaging services combining new rich content. China. announced that it had successfully demonstrated the world's first wireless Internet synchronization using the SyncL protocol.implementation which is compatible with the latest 3GPP standards for third generation networks. 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. Wireless Solutions Group. Year 2004 Using Nokia's CDMA Dual-Stack handset. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6.use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones.09 Mbps. 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. achieving a peak data rate of 3. The call. Year 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. 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. Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. 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. 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. 1xEV-DV basestation emulator. . Nokia announced the Nokia NFC (Near Field Communication) shell.

With the Nokia NFC shell on their phone. The Reference Implementation is available immediately to Series 60 licensees. 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 . MediaCorp Technologies. Achieving a first for the Asia-Pacific region. Nokia and TeliaSonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network. Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global GCF 3G WDCMA Certification. in November. The certification was achieved based on the requirements defined by Global Certification Forum (GCF). SBS Finland's Kiss FM became the first radio station in the world to begin Visual Radio broadcasts. Nokia. 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.the latest step in the development of innovative products for mobile communications. consumers will be able to easily access a variety of services and conveniently exchange information with a simple touch gesture utilizing NFC technology. In October. 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. This .

unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before. the gap between Nokia and its rivals becomes more apparent. Nokia phones Nokia remains the world's number one manufacturer of mobile phones. together with a perceived reputation for reliability and userfriendliness. although its position is under threat from other manufacturers. and to find the best place to buy in the UK. However. particularly Sony Ericsson and Samsung. Nokia has a dominant position in the smartphone market with its Series 60 platform. Nokia introduced a new product for secure mobile contactless payments and ticketing. Click on any of the Nokia phones below to read a full review (plus independent reviews by consumers). 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. As these technologies become more and more important in modern phones. Nokia's response is to focus more on innovative design and the concept of a "fashion" phone. at the top end of the market. . 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.

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

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

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

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

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 .N .

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% .

Among the following of latest Nokia handsets. . 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.

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 .

For how long you are using your handset? .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. 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.

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

One would automatically expect the handset providers to be on Cloud Nine. a pall of gloom seems to have enveloped all these giants in the competitive mobile handset industry. Curiously.5 million mark last month and despite threat of local competition from government-controlled players like MTNL. the euphoria seems to have bypassed them! Be it the rugged Motorola.ANALYSIS OF DATA Market leaders A paradoxical situation prevails in the fledgling cellular mobile services industry in India. the service providers have collectively brushed aside negative growth of the past two-three years and are quite gung-ho about prospects. these service providers are a happy lot." . Director (Consumer Products) at Ericsson India Limited: "Indian subsidiaries of the global cellular handset brands are finding it difficult to improve their sales. 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. the sturdy Siemens or the highly sophisticated Ericsson. Their combined subscriber base has crossed the 2. the sleek Nokia. We have no real estimate of the grey market and are in no position to plan ahead because of this. Make no mistake. they should benefit too. 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. Says Ranjitjeev Singh. On the one hand.

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

In fact. in full awareness that there was none to protect. Queries about the current scenario solicit the predictable volley of accusations against the government's import policy. The technological backwardness has proved to . a lower tariff would not only enable the Indian companies combat the grey market.the Indian managers of these global brands. skewed policies seem to characterize the Indian government.whereas in India only the 900 Hz frequency band is available to operators. However. In the developed economies. service providers are allowed to operate on two. The recent 5% reduction in basic import duty on handsets is indicative that realization has dawned. government is caught in its own web. The government’s frequency allocation policy too adds to market inefficiencies. 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". 1800 MHz and 2700 MHz . the government loses almost 70 per cent of the revenue it would have collected. the handset vendors worldwide have phased out single band handsets in favor of dual and treble band phones. As a consequence. it would also increase revenues. 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. By a logical extension. in the current market matrix this tariff cut remains a continues to be cheaper by almost 30%. Since high tariff level has resulted in large scale smuggling of handsets. But then.

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

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

(3) the people focused on style and glamour. Similarly. the bells will continue to toll for the grey market.(1) the techno-savvy. the grey market will have problems with ever more finicky customers. Ericsson is also banking on ever reducing lifecycle of handsets. R190. This is aimed to help the service retailers keep well stacked with handsets. Hopefully. the average lifecycle of a handset has already come down to 7-8 months. Motorola also plans to appoint dealers in crucial cities. as a result of a global study commissioned by Motorola. Till such time. still remains to be seen. who would have a cell phone to know if the kids and the wife are okay. in spite of the government and the smug service-providers. normally onto their second phone. the handset vendors will be able to outwit the grey market. who like to be at the cutting edge of technology and so want features like e-mail and WAP on the handset. As Singh says. who like features such as stock-market quotes on the cell phone. 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. (2) the productivity-focused. Whether they can marginalize it for good.stands for techno-savvy users who want to replace their handsets with featurerich colorful ones and T denotes style-lovers. In keeping with this strategy Ericsson has launched A1018. R320. the company has concluded that there are four broad segments . T28 and T10.

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

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

having taken the best position for itself. emotional features. as though to say that Nokia understand what they want in life. "human technology. The shape of phones is curvy and easy to hold. The large display screen." . and competition-driven positioning strategies. lifestyle. 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. leaving its competitors wondering what to own (or how to position themselves). benefit-based. and mood of the user. 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. The faceplates and their different colors can be changed to fit the personality. and how it can help. and is summed up in the slogan. Product design focuses on the consumer and his needs. Product design is clearly critical to the success of the brand. especially those that impact the consumer. Nokia designers describe it as the "eye into the soul of the product". And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. It owns the "human" dimension of mobile communications. Nokia thus uses a combination of aspirational. The soft key touch pads also add to the feeling of friendliness. expressing the brand personality. and how it can make that experience reflect its brand character.company. is the "face" of the phone.

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

299).1 browser. Another model selling well in the Indian market is the Nokia 7250 (Price: Rs 26. downloadable personal applications via Java technology. delightful polyphonic ring tones. Thanks to an ultra thin battery. triband GSM. Plus there’s MMS.399). the Nokia 6100 (Price: Rs 20. WAP 1.096-colour. The 9210i Communicator effectively serves as an office in your pocket.player) to view internet media content. Another latest in the Indian market is the Nokia 6610 (Price: Rs 16. 128x128 pixels . The calendar notes can take up to 250 entries and the Phonebook Memory (phone + SIM) up to 300 entries. SMS up to 150 text messages and calendar notes up to 250 entries. store and share pictures. It has an integrated digital camera allowing you to capture. The model also has an integrated FM radio. an integrated stereo FM radio. downloadable Java games. temperature. Features include MMS.099) is one of the slimmest full featured phones on display in Indian shops. WAP 1. images. though it will be some time before people start using this feature in India. The 6100 sports a 4. and other rich content into their messages.2.2. One of its main features is the multimedia messaging service (MMS) which allows users to incorporate sound. weight and other measures) and a Portfolio Manager (to track stocks and other securities). The 6100 even has an electronic wallet. the phone book supports up to 300 entries. Memorywise. anytime. Its triband GSM access means ability to connect anywhere in the world. triband GSM support.1 Browser. Plus there’s pre-installed Java applications on the Nokia 6610 which include a Converter (for currencies.

its integrated digital camera can capture images at 640 x 480 resolution and the phone display can be used as a viewfinder. It has high-end features like Bluetooth9 and Infrared capabilities which allows wireless connectivity to your PC and laptop. You can download new Java games and applications. Features include Voice Commands. Nokia 7650 (Price: Rs 26. Bluetooth wireless connectivity to other compatible devices. The Nokia 3650 (Price: Rs 23.499) is heavy on looks with a titanium casing and chrome finish keys. on top of your pre-requisite phone functions. limiting you to text-based content. The 7650 comes with only a WAP (Wireless Application Protocol) browser. Activating the side triggers sets the phone in motion.resolution screen and its large display is handy. Organiser and To-Do lists. whether you are typing SMS messages or viewing an MMS message.999) is a phone and colour camera rolled into one with MMS capabilities. Data transfer can be as fast as 43. It has 3. .399) is equipped with an integrated video player and a RealOne Player to download video clips.6 MB of memory to store files and applications. It has infrared and Bluetooth capabilities for connecting to PDAs and notebook computers. rising from the handgrip cover to put the many phone functions at your fingertips.2 kilobits per second. Also. The Nokia 8910 (Price: Rs 35. mobile Internet connectivity.

In any markets there are market leaders and followers. But that does not mean they cannot lose the brand battle. Panasonic. and in most cases market leaders lose market share to followers. 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. the minute you lose that edge competitors will definitely overtake. So far the brand has established itself well in many markets. Nokia is leading player in the cellular industry and is very much ahead from its competitors like LG. To remain at the front of the pack. Samsung.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. and its agencies. it is up to Nokia's marketing department. On the other hand it also depends on the competitors. availability. one must constantly be innovative. Can Nokia be beaten? On one hand. It's inevitable. "user-friendliness". and consumers have identified with what the brand has to offer. and Sony who are still trying to compete with it. certainly someone else can do the same? . for many reasons such as pricing.

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

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. In metropolitan areas. The company should try to influence the wholesalers of NOKIA in the city offering more profitable scheme and confidence building measures. 6. Allurement and discount schemes should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well. Contests sweep stakes and games should be arranged on regular basis for the consumer involving incentives and prizes. More glow sign and broad should be installed. Holdings on outlets and publication in the prominent magazines help in increasing its awareness among the consumer to evoke the demand of their brand. Policy of replacing problem arising sets should be done timely and the retailer should be accommodated immediately. 2. 5.1. 7. 8. 4. The net and free sample scheme should be the same for net every retailers by the company. More attention and concern should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well. . Company should invest money on advertising through media. 9. Some credit facilities should be given to good sales providing outlets. 3. to increase awareness in the market. 10. Internet and personal selling to promote the products. 11.

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

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

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

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

5. For how long you are using your handset? .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. 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. 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.

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