PROJECT REPORT ON A STUDY OF MARKETING STRATEGY OF NOKIA

IN NOKIA GALLARY, NANDED

TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN MASTER OF MANAGEMENT STUDIES (MMS) AS PER UNIVERSITY OF MUMBAI SUBMITTED BY

VIVEK SHIVSHANKAR DIGE

MARKETING

(2011 - 2013)

SUBMITTED TO

KOHINOOR BUSINESS SCHOOL, KURLA (W), MUMBAI. UNIVERSITY OF MUMBAI

A PROJECT REPORT ON

A STUDY OF MARKETING STRATEGY OF NOKIA

IN NOKIA GALLARY, NANDED

SUBMITTED BY VIVEK SHIVSHANKAR DIGE

MARKETING

(2011-2013)

UNDER THE GUIDANCE OF PROF. Abhishek Devkule

CORE FACULTY

UNIVERSITY OF MUMBAI. KOHINOOR BUSINESS SCHOOL, KURLA (W), MUMBAI.

ACKNOWLEDGEMENT

We all with the pleasure take this opportunity to thank all those related directly or indirectly towards the presentation of this project. I am grateful to Dr. Sunil Karve Director of Kohinoor business school, Kurla (w), Mumbai & Nokia gallery, Nanded who has provide facility to make this successful one. We express my sincere gratitude to my Guide Prof. PROF. Abhishek Devkule and team of Nokia gallary, Nanded. For their valuable guidance as and when I required, moral support, their persistent encouragement during project work and of course, for giving freedom during our project work by which we enthusiastically completed it within stipulated time. We would like to thank all staff member of Yogi Communications and Kohinoor business school, Kurla (w), Mumbai whose good wishes are behind the success of this project. As extending my words I am thankful to my family and friends who have helped and supported me to make this project a success. Vivek S. Dige MMS II semester

PREFACE
Practical part is an essential part of management studies as it helps one to visualize the management practices in the field, the theoretical aspects of which we have learnt in the class room. This study of marketing management system is based on the job & off the job research, with the help of past and current marketing analysis. The research is based on advertisement & customer & retailer review towards Nokia .On all these topics research has done. This training constitutes an integral part of my MMS at KOHINOOR BUSINESS SCHOOL (KURLA). The training period consist of 45 days from 20 May to 5 june 2012. It was very challenging as well as training for me to work on MARKETING SECTION of NOKIA. It was related serve management system. It have leant practical & theoretical aspects which implemented by company in its structure.

DECLARATION
I hereby declare that the project title A STUDY OF MARKETING STRATEGY OF NOKIACarried out of IN NOKIA GALLARY, NANDEDIs my work submitted in Partial fulfilment of the requirement for Degree of UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA (W), MUMBAI and not submitted for the Award of any degree, Diploma, fellowship or any similar titles or prizes.

INDEX
SR.NO 1 2 INDEX EXECUTIVE SUMMARY INTRODUCTION PAGE NO.

COMPANY PROFILE

4 OBJECTIVE OF THE STUDY

5 RESEARCH METHODOLOGY, ANALYSIS & INTERPRETATION

FINDINGS, CONCLUSIONS & SUGGESTIONS

QUESTIONNAIRE

8 BIBLIOGRAPHY

EXECUTIVE SUMMARY

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

Who is the Nokia Company?

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

What are Nokia?

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

Where are Nokia?

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

A brief history of Nokia

Nokia is one of the world's biggest manufacturers of mobile phones. In the 2nd quarter of 2008, it was able to grab 80% share from the global market. It elevated Finland to being an even wealthier

country accounting for 30% of it's GDP. Nevertheless, the success of Nokia started from its modest launching. Nokia was born in 1895 when Frederick Ides tam built a pulp mill. Originally located in Tampere, a south-western city in Finland, the company transferred to the town of Nokia so it could utilize the river of Nokianvirta. The company took its name from this river, which was used for the production of hydroelectric power. Nokia as we know it today begins in 1967 with the acquisition of the Finish Cable Works, a telegraph and telephone cables company. Nokia started producing lots of products ranging from newspapers, footwear, bicycles, car tires, televisions and communication cables t personal computers, aluminium capacitors and electricity generation equipment, etc. The decision to alter its operations to mobile communication gadgets started in the 60s. The 1960s saw Nokia creating military and marketable mobile radio communications. Together with Salora Oy, Nokia created the first VHF radio in 1964. From then on, these two companies combined their efforts and started creating mobile phones following the NMT network standard. Senator Mobira, their first car phone weighing 9.8 kg, was launched in 1982. The merging of Nokia and Salora Oy in 1984 saw the emergence of Nokia-Mobira Oy that concentrated on telecommunications. The initial mobile phone was introduced in the same year the Mobita Talkman. Nokia launched the best mobile phone on the planet at that time, the Mobira Cityman 900, in 1987. Weighing 800g, mobira City man 900 was the lightest phone on the market. Even though it was sold at about? 4,500, City man still gained wide acceptance. From Nokia Oy Mobira, Nokia was born in 1988. Deciding to concentrate on the telecommunications division in 1992, Nokia introduced the Nokia 1011, its first GSM handset in the same year. Two years after that launch, the company introduced their Nokia tune. The tune was featured in the Nokia 2100 model. Nokia's triumph carried on until the 1st world satellite phone call was made using a Nokia mobile phone in 1994 and in 1997 Nokia introduced its first game on a mobile - Snake. Nokia the largets manufacturer of mobile phones in 1998. Their 1st WAP ready mobile phone was launched in 1999 via Nokia 7110. Nokia's first 3G phone, the Nokia 6650, was launched in 2002 and it made them billions of dollars. And so the story continued - right up until the smart phone takes hold of the market. At the present time Nokia have some major problems as they are losing market share to several rivals. Only time will tell if Nokia can survive in its present form. But history tells us that this dynamic, innovative company should bounce back at some stage.

Nokia Introduction

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

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

30 TO 45 YEARS- their buying decision is always affected by the need. Their buying is someway
affected by the going on trend but in the boundary of their purchasing power. Their buying decision is influenced by the price , quality etc.

SENIOR CITIZENS- their buying decision is affected by the need of being connected with
others. It is the need of their age.

AREA/LOCATION

METROPOLITAN CITIES-as life is very fast in metropolitan cities their buying decision is
influenced by their high lifestyle, wealth, their status in the society and moreover the fashion or trend. In most cases they are least bother about the price for them fashion ,trend, quality comes first.

RURAL SECTOR- their buying decision is influenced by the income. Nokia offers product range
of varying prices from low to high helps the consumer in their buying decision according to their purchasing power. Their buying decision is influenced by the price , affordability, ease of use, services providing good value etc.

URBAN SECTOR- their buying decision is influenced by the need of the hour, their purchasing
power, available model. Their buying decision is influenced by the fashion, trend also as some of the population in urban sector is influenced by the fashion

Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 123,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 41 billion and operating profit of 1.2 billion as of 2009. It is the world's largest manufacturer of mobile telephones: Nokia produces mobile devices for every major market segment. Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. It is an important employer in Finland and several small companies have grown into large ones as its partners and subcontractors Nokia increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003.

SCOPE

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

quality components without

Introduction to Project:This Project deals with Various Marketing Strategies used in NOKIA. This Project mainly focuses on Various Strategies that are been used by Nokia Co Ltd in the Market in India. Nokia is also known as a powerful company in the mobile segment , and have also remains at position first .

Data and Methodology:-

For the purpose of the present study, both primary data and secondary data were used. Primary data is collected by visiting NOKIA PRIORITY DEALER SHOP [NEW DELHI] Secondary data are collected from Books, Internet, and Magazines

Objective of the Study:-

The objectives of the present study are:1) To get the better view of Various Marketing Strategies used in NOKIA 2) To know the facilities provided by Nokia Company to its Customers 3) To know the special schemes designed by the Nokia Company &especially for the benefit of the Customers.

LIMITATIONS

1) The study is based on the information provided by Nokias Mobile Strategy. 2) The present study suffers from all the limitations of case study method. 3) It is expensive method. 4) The information provided by this method is limited. Sometimes unforeseen factors may interfere with the observational task. If the observer observes by making himself, more or less, a member of the group experience, the observation is called as the participant observation INTRODUCTION The company I have chosen to analyse in my project is the Finnish mobile phone giant NOKIA. This Chapter tells us briefly what Nokia actually is, its company structure and overall view on the size and sales of the company &also the Various Marketing Strategies followed by them. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. In Addition , there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and TechnologyPlatforms.2 In the year 2004 Nokias net sales for mobile phones were 18507 million euro, which went down 12% from 2003. Nokias market areas were Europe/Africa/Middle East (55% of net sales), Asian Pacific and China (25%) and Americas (20%). Nokias market share in Europe was45,8% in 2003, in 2004 it was 34,8% and in the third quarter of 2005 it was36%.3 The average number of personnel for 2004 was 53 511. At the end of 2004, Nokia employed 55 505 people worldwide. In 2004, Nokias Personnel increased by a total of 4 146 employees. Nokias turnover for the third quarter of 2005 was 8403 million euro from which mobile phones brought in 62%, multimedia 17%, Enterprise solutions 2% and Networks9%. The year

2004 was demanding for Nokia. In response, the company set five top priorities in the areas of customer relations, product offering, R&D efficiency, demand-supply management and the companys ability to offer end-to-end solutions. Nokia is making good progress in these areas, and is now better positioned to meet future challenges.

On 11 February 2011, Nokia's CEO Stephen Elop, a former head of Microsoft business division, unveiled a new strategic alliance with Microsoft, and announced it would replace Symbian and MeeGo with Microsoft's Windows Phone operating system except for mid-to-low-end devices, which would continue to run under Symbian. Nokia was also to invest into the Series 40 platform and release a single MeeGo product in 2011. As part of the restructuring plan, Nokia planned to reduce spending on research and development, instead customising and enhancing the software line for Windows Phone 7.Nokia's "applications and content store" (Ovi) becomes integrated into the Windows Phone Store, and Nokia Maps is at the heart of Microsoft's Bing and AdCenter. Microsoft provides developer tools to Nokia to replace the Qt framework, which is not supported by Windows Phone 7 devices. Symbian became described by Elop as a "franchise platform" with Nokia planning to sell 150 million Symbian devices after the alliance was set up. MeeGo emphasis was on longer-term exploration, with plans to ship "a MeeGo-related product" later in 2012. Microsoft's search engine, Bing was to become the search engine for all Nokia phones. Nokia also intended to get some level of customisation on WP7. After this announcement, Nokia's share price fell about 14%, its biggest drop since July 2009. As Nokia was the largest mobile phone and smart phone manufacturer worldwide at the time, it was suggested the alliance would make Microsoft's Windows Phone 7 a stronger

contender against Android and ion. Because previously increasing sales of Symbian smart phones began to fall rapidly in the beginning of 2011, Nokia was overtaken by Apple as the world's biggest smart phone maker by volume in June 2011.In August 2011 Chris Weber, head of Nokia's subsidiary in the U.S., stated " The reality is if we are not successful with Windows Phone, it doesn't matter what we do (elsewhere)." He further added "North America is a priority for Nokia (...) because it is a key market for Microsoft.". Nokia reported "well above 1 million" sales for its Lumia line up to 26 January 2012, 2 million sales for the first quarter of 2012, and 4 million for the second quarter of 2012. In this quarter, Nokia only sold 600000 smart phones (Symbian and Windows Phone 7) in North America. For comparison, Nokia sold more than 30 million Symbian devices world-wide still in Q4 2010 and the Nokia N8 alone sold almost 4 million in its first quarter of sale. In Q2 2012, 26 million iPhones and 105 million Android phones have been shipped, but only 6.8 million devices with Symbian and 5.4 million with Windows Phone While announcing an alliance with Group on, Elop declared "The competition... is not with other device manufacturers, it's with Google." European carriers have stated that Nokia Windowss phones are not good enough to compete with Apple iPhones or Samsung Galaxy phones, that "they are overpriced for what is not an innovative product" and that "No one comes into the store and asks for a Windows phone". In June 2012, Nokia chairman Risto Siilasmaa told journalists that Nokia had a back-up plan in the eventuality that Windows Phone failed to be sufficiently successful in the market. On October 29, 2012, Nokia said its high-end Lumia 820 and 920 phones, which will run on Microsoft's Windows Phone 8 software, will reach first operators and retail outlets in

some European markets including France and Britain and later in Russia and Germany as well as other select markets. On December 5, 2012, Nokia introduced two new smart phones, the Lumia 620 and Lumia 920T. The 620 was released in January 2013. In January 2013, Nokia reported 6.6 million smart phone sales for Q4 2012 consisting of 2.2 million Symbian and 4.4 million sales of Lumia devices (Windows Phone 7 and 8). In North America, only 700,000 mobile phones have been sold including smart phones.

COMPANY PROFILE

Nokia's history started in year 1865, when engineer Fredrik Ides tam established a woodpulp mill in Southern Finland and started manufacturing paper. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. In 1895 Fredrik Ides tam handed over the reins of the company to his son-in-law. Nokia was actually founded in 1965 by Fredrik Ides tam in Finland as a paper manufacturing company. In 1920, Finnish Rubber Works became a part of the company, and later on in 1922, Finnish Cable Works joined them. All the three companies were merged in 1967 to form the Nokia Group. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone, Mobira City man, in 1987. The company delivered the first GSM network to Radkilinia, a Finnish company in 1991, and in 1992, Nokia 1011 - a precursor for all Nokias current GSM phones - was introduced. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two core businesses - mobile phones and telecommunications networks. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two core businesses - mobile phones and telecommunications networks. Nokia's history contains many achievements that were the first of their kind in the world. Many milestones have been experienced in the mobile phone business since the 80s. The success with the NMT and GSM technologies and the products they spawned secured Nokia's position as the world's leading telecommunications company. The list of Nokia's milestones provided a good insight in the history of wireless communications. Nokia has been involved in making the world's first NMT network and the world's first pocket-sized mobile phone. The world's first device to use the Symbian OS was also

produced by Nokia. Nokia was able to offer advanced products from the beginning of the 90s. Early investments in R&D were thus handsomely rewarded. Nokia ensured its continued growth by reforming its production in the middle of the 90s. The new phone models and standardized technical solutions made it possible to produce an increasingly extensive product range more effectively. The extensive range of mobile phone models, covering all user groups, is one of the reasons why Nokia became the market leader. First mobile phone: The Mobira Cityman 150, Nokia's NMT-900 mobile phone from 1989 (left), compared to the Nokia 1100 from 2003. The Mobira Cityman line was launched in 1987. The technologies that preceded modern cellular mobile telephony systems were the various "0G" pre-cellular mobile radio telephony standards. Nokia had been producing commercial and some military mobile radio communications technology since the 1960s, although this part of the company was sold some time before the later company rationalization. Since 1964, Nokia had developed VHF radio simultaneously with Salora Oy. In 1966, Nokia and Salora started developing the ARP standard (which stands for Autoradiopuhelin or car radio phone in English), a car-based mobile radio telephony system and the first commercially operated public mobile phone network in Finland. It went online in 1971 and offered 100% coverage in 1978. In 1979, the merger of Nokia and Salora resulted in the establishment of Mobira Oy. Mobira began developing mobile phones for the NMT (Nordic Mobile Telephony) network standard, the first-generation, first fully automatic cellular phone system that went online in 1981. In 1982, Mobira introduced its first car phone, the Mobira Senator for NMT-450 networks. The service, launched on 29 August 2007, is aimed to rival iTunes. Nokia completed the acquisition on 16 October 2006. In July 2007, Nokia acquired all assets of Twango, the comprehensive media sharing solution for organizing and sharing photos, videos and other personal media.

In September 2007, Nokia announced its intention to acquire Enpocket, a supplier of mobile advertising technology and services. In October 2007, pending shareholder and regulatory approval, Nokia bought Navteq, a U.S.-based supplier of digital mapping data, for a price of $8.1 billion. Nokia finalized the acquisition on 10 July 2008. In September 2008, Nokia acquired OZ Communications, a privately held company with approximately 220 employees headquartered in Montreal, Canada. On 24 July 2009, Nokia announced that it will acquire certain assets of cellity, a privately owned mobile software company which employs 14 people in Hamburg, Germany. The acquisition of cellity was completed on 5 August 2009. On 11 September 2009, Nokia announced the acquisition of "certain assets of Plum Ventures, Inc, a privately held company which employed approximately 10 people with main offices in Boston, Massachusetts. Plum will complement Nokia's Social Location services". On 28 March 2010, Nokia announced the acquisition of Novarra, the mobile web browser firm from Chicago. Terms of the deal were not disclosed. Novarra is a privately held company based in Chicago, IL and provider of a mobile browser and service platform and has more than 100 employees. On 10 April 2010, Nokia announced its acquisition of MetaCarta, whose technology was planned to be used in the area of local search, particularly involving location and other services. Financial details of acquisition were not disclosed. Nokia has acquired smarter phone in 2012. Also Nokia acquired Scalado in 2012.

INTRODUCTION TO MARKETING

"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." The new definition of marketing, as released by the American Marketing Association is:Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behaviour and providing superior customer value. There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans

FUNCTIONS OF MARKETING:

Distribution Selling Financing Market Information Management Pricing Product/Service Management Promotion

In modern society production and consumption are apart from each other. Marketing connects them. From the societal point of view, marketing is a philosophy which shows how to create effective production systems and consequently prosperity.

Business is a subsystem of society, which has both a social and an economic role. Thus, a company must operate in a way that will make possible the production of benefits for society and, at the same time, produce profits for the company itself. (Davis, K. et al. 1980) The role of marketing in society means also responsibilities. In addition to economic and social responsibility, ecological responsibility is nowadays emphasized. According to some definitions, environmental responsibility is part of social responsibility. Improvement of marketing is related to the changing emphases of economic, social and environmental responsibility.

Advantages 1. Identifies needs and wants of consumers 2. Determines demand for product 3. Aids in design of products that fulfill consumers needs 4. Outlines measures for generating the cash for daily operation, to repay debts and to turn a profit 5. Identifies competitors and analyzes your product's or firm's competitive advantage

6. Identifies new product areas 7. Identifies new and/or potential customers 8. Allows for test to see if strategies are giving the desired results

Disadvantages 1. Identifies weaknesses in your business skills 2. Leads to faulty marketing decisions based on improperly analyzed data 3. Creates unrealistic financial projections if information is interpreted incorrectly 4. Identifies weaknesses in your overall business plan

Nature and role of marketing All modern organisations engage in marketing so as to be able to please and win the loyal support of their customers. Gillette engages in marketing to find out about the needs banks engage in marketing research to find out about its customers financial services requirements, and the Inland Revenue engages in market research to find out about the needs and requirements of taxpayers and other clients. The Chartered Institute of Marketing uses the following definition of marketing:

'Marketing is the management process responsible for identifying, anticipating and The definition places consumers at the centre of the organisation's activities - whether they be consumers of Kellogg's Special K, the pupils or parents of children at the local school, or people queuing up to watch Nottingham Panthers play ice hockey. Some organisations are very close to their consumers - for example, a post office in a small town. For other organisations consumers may be thousands of miles away - for example, Cadbury Schweppes selling confectionery and soft drinks around the world. The principle that the 'Consumer is King and Queen' is just as relevant to the organisation engaged in international marketing. As weve seen the key objective of an

organizations marketing efforts is to develop satisfying relationships with customers that benefit both the customer and the organization. These efforts lead marketing to serve an important role within most organizations and within society. At the organizational level, marketing is a vital business function that is necessary in nearly all industries whether the organization operates as a for-profit or as a not-forprofit. For the for-profit organization, marketing is responsible for most tasks that bring revenue and, hopefully, profits to an organization. For the not-for-profit organization, marketing is responsible for attracting customers needed to support the not-for-profits mission, such as raising donations or supporting a cause. For both types of organizations, it is unlikely they can survive without a strong marketing effort. Marketing is also the organizational business area that interacts most frequently with the public and, consequently, what the public knows about an organization is determined by their interactions with marketers. For example, customers may believe a company is dynamic and creative based on its advertising message. At a broader level marketing offers significant benefits to society. These benefits include:

Developing products that satisfy needs, including products that enhance societys quality of life

Creating a competitive environment that helps lower product prices Developing product distribution systems that offer access to products to a large number of customers and many geographic regions

Building demand for products that require organizations to expand their labor force Offering techniques that have the ability to convey messages that change societal behaviour in a positive way (e.g., anti-smoking advertising)i

There are a number of key ingredients to the Chartered Institute of Marketing definition:

Identifying - This will involve answering questions such as 'How do we find out what the consumer's requirements are?' and 'How do we keep in touch with their thoughts and feelings and perceptions about our good or service. This is a key purpose of market research.

Anticipating - Consumer requirements change all the time. For example, as people become richer they may seek a greater variety of goods and services. Anticipation involves looking at the future as well as at the present. What will be the Next Best Thing (NBT) that people will require tomorrow?

Satisfying - Consumers want their requirements to be met. They seek particular benefits. They want the right goods, at the right price, at the right time in the right place.

Profitability - Marketing also involves making a margin of profit. An organisation that fails to make a profit will have nothing to plough back into the future. Without the resources to put into ongoing marketing activities, it will not be able to identify, anticipate or satisfy consumer requirements.

Levels of Marketing Strategic Marketing attempts to determine how an organization competes against its competition in a market place. In particular, it aims at generating a competitive advantage relative to its competition. Operational Marketing executes marketing functions to attract and keep customers and to maximize the value derived from them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the marketing mix. The Social Function of Marketing In modern society production and consumption are apart from each other. Marketing connects them. From the societal point of view, marketing is a philosophy which shows how to create effective production systems and consequently prosperity. Business is a subsystem of society, which has both a social and an economic role. Thus, a company must operate in a way that will make possible the production of benefits for society and, at the same time, produce profits for the company itself. (Davis, K. et al.

1980) The role of marketing in society means also responsibilities. In addition to economic and social responsibility, ecological responsibility is nowadays emphasized. According to some definitions, environmental responsibility is part of social responsibility. Improvement of marketing is related to the changing emphases of economic, social and environmental responsibility. Good paster and Matthews (1982) analyse three patterns of thought which can be distinguished for a company's social responsibility: 1. The invisible hand; 2. The hand of government; and 3. The hand of management.

1. The invisible hand view (promoted by e.g. Milton Friedman) concludes that the only social responsibilities of business organizations are to make profits and to obey laws. Free and competitive market-place will ensure the moral behaviour of companies. The common good is best served when individuals and organizations pursue competitive advantage. 2. The hand of government view (promoted by e.g. John Kenneth Galbraith) concludes that companies are to pursue rational and purely economic objectives. It is the regulatory hand of the law and political process which guides these objectives towards common good. 3. The hand of management view (presented by Good paster & Matthews) would put the responsibility of a company's actions into the hands of the company itself. It is concluded that the moral responsibilities of an individual may be projected into an organization, and that the concepts of an individual's responsibility and a company's responsibility are largely parallel. Therefore, organizations should be no less or no more responsible than ordinary persons. The Traditional and Integrated Functions of Marketing Traditionally, marketing has been seen as a link between production and customer. The situation could be captured better by using the term selling.

Selling is associated to the so- called "Production and Sales Eras of Marketing". Slogans: "Make what you can make" and "Get rid of what you have made" describe the traditional view of marketing/selling. The following figure shows the role of traditionally oriented marketing in (traditionally oriented) management. Marketing was born out of a need to take better into consideration the demand factors in production planning. The function of marketing is to channel information of consumer needs to the production and satisfaction of needs to consumers. The basic power of marketing is the aspiration to produce and sell only that kind of products which have demand. Marketing integrates the whole company to serve this demand. Marketing aims at effective production systems, where information is transmitted effectively between production and consumption.

MARKET SEGMENTATION Market segmentation is one of two general approaches to marketing; the other is massmarketing. In the mass-marketing approach, businesses look at the total market as though all of its parts were the same and market accordingly. In the market-segmentation approach, the total market is viewed as being made up of several smaller segments, each different from the other. This approach enables businesses to identify one or more appealing segments to which they can profitably target their products and marketing efforts. The Market-Segmentation process involves multiple steps. The first is to define the market in terms of the product's end users and their needs. The second is to divide the market into groups on the basis of their characteristics and buying behaviours. Possible bases for dividing a total market are different for consumer markets than for industrial markets. The most common elements used to separate consumer markets are demographic factors, characteristics, geographic location, and perceived product benefits.

Demographic Segmentation involves dividing the market on the basis of statistical differences in personal characteristics, such as age, gender, race, income, life stage, occupation, and education level. Clothing manufacturers, for example, segment on the basis of age groups such as teenagers, young adults, and mature adults. Jewellers use gender to divide markets. Cosmetics and hair care companies may use race as a factor; home builders, life stage; professional periodicals, occupation; and so on. Psychographic Segmentation is based on traits, attitudes, interests, or lifestyles of potential customer groups. Companies marketing new products, for instance, seek to identify customer groups that are positively disposed to new ideas. Firms marketing environmentally friendly products would single out segments with environmental concerns. Some financial institutions attempt to isolate and tap into groups with a strong interest in supporting their college, favourite sports team, or professional organization through logoed credit cards. Similarly, marketers of low-fat or low-calorie products try to identify and match their products with portions of the market that are health-or weightconscious. Geographic Segmentation entails dividing the market on the basis of where people live. Divisions may be in terms of neighbourhoods, cities, counties, states, regions, or even countries. Considerations related to geographic grouping may include the makeup of the areas, that is, urban, suburban, or rural; size of the area; climate; or population. For example, manufacturers of snow-removal equipment focus on identifying potential user segments in areas of heavy snow accumulation. Because many retail chains are dependent on high-volume traffic, they search for, and will only locate in, areas with a certain number of people per square mile. Product Benefit Segmentation is based on the perceived value or advantage consumers receive from a good or service over alternatives. Thus, markets can be partitioned in terms of the quality, performance, image, service, special features, or other benefits prospective consumers seek. A wide spectrum of businessesfrom camera to Automobile Marketersrely on this type of segmentation to match up with customers Many

companies even market similar products of different grades or different accompanying services to different groups on the basis of product benefit preference.

Factors used to segment industrial markets are grouped along different lines than those used for consumer markets. Some are very different; some are similar. Industrial markets are often divided on the basis of organizational variables, such as type of business, company size, geographic location, or technological base. In other instances, they are segmented along operational lines such as products made or sold, related processes used, volume used, or end-user applications. In still other instances, differences in purchase practices provide the segmentation base. These differences include centralized versus decentralized purchasing; policy regarding number of vendors; buyer-seller relationships; and similarity of quality, service, or availability needs. Although demographic, geographic, and organizational differences enable marketers to narrow their opportunities, they rarely provide enough specific information to make a decision on dividing the market. Psychographic data, operational lines, and, in particular, perceived consumer benefits and preferred business practices are better at pinpointing buyer groupingsbut they must be considered against the broader background. Thus, the key is to gather information on and consider all segmentation bases before making a decision. Once potential market segments are identified, the third step in the process is to reduce the pool to those that are (1) large enough to be worth pursuing,(2) potentially profitable, (3) reachable, and (4) likely to be responsive. The fourth step is to zero in on one or more segments that are the best targets for the company's product(s) or capacity to expand. After the selection is made, the business can then design a separate marketing mix for each market segment to be targeted. Adopting a market-segmentation approach can benefit a company in several specific areas. First, it can give customer-driven direction to the management of current products. Second, it can result in more efficient use of marketing resources. Third, it can help identify new opportunities for growth and expansion. At the same time, it can bring a company the broad benefit of a competitive advantage.

MARKET SEGMENTATION FOR NOKIA:

The decibel levels in the cellular market are increasing with service providers stepping on the gas. Not to be left behind, handset manufacturers are using precise segmentation to carve up their share. Divide and rule seems to be working! According to a report published in May 2001, the all-India cellular subscriber figures stand at 38, 71,514. With aggressive marketing by service providers, this figure is expected to increase at a very rapid rate. If current decibel levels in the market are anything to go by, these expectations are well on the way to being met. However, amidst this entire melee one cannot ignore the efforts of the handset manufacturers. Both service providers and handset manufacturers have been complementing each other well with each fuelling the demand for the other. Industry observers attribute the success of handset manufacturers to shrewd market segmentation. The big three of the mobile handset market - Nokia, Ericsson and Motorola, have studied the market and segmented it precisely.

SEGMENTATION OF NOKIA AND SEGMENTATION MODEL FOLLOWED BY COMPETITORS Connecting people!

Nokia, arguably the biggest player in the world, has divided the market into four segments: Hi-fliers: The biggest segment as far as Nokia is concerned consists of' Hi-Fliers', corporate executives who use a mobile phone to increase productivity at work. Aged between25-45, the segment looks for data transmission and other business-related features. In most cases, the company sponsors the hand set, hence price is not a major consideration. Trendsetters: In any technology adoption cycle, the first segment to adopt an emerging technology is dubbed as 'the early adopters'. For Nokia, these early adopters are 'Trendsetters' who are most receptive to advanced models. This was the segment at which WAP-enabled models were aimed. Social contact: The third segment for Nokia is the upwardly mobile, socially-conscious segment that uses a mobile to stay in touch. Today's youth and affluent housewives constitute two major chunks of the segment. Assured: The fourth and last segment as defined by Nokia comprises of CEOs, highprofile celebrities, industrialists and other high "net worth" individuals. The fact that the segment cannot do without a mobile phone makes it the 'assured' segment.

MARKETING STRATEGIES

Introduction to Marketing Strategies STRATEGY is a very broad term which commonly describes any thinking that looks at the bigger picture. Successful companies are those that focus their efforts strategically. To meet and exceed customer satisfaction, the business team needs to follow an overall organizational strategy. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does. Strategy is the way in which a company orients itself towards the market in which it operates and towards the other companies in the marketplace against which it competes. It is a plan an organization formulates to gain a Sustainable Advantage over the competition. The Marketing Concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high growth, moderately competitive markets. However, to be successful in markets in which economic growth has levelled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market. Consumers seek certain attributes in products and these attributes lead to certain benefits for them. When the benefits matter to them, over time they learn to choose products which possess those attributes that lead to the relevant consequences. Understanding these linkages between product attributes, their consequences and their ultimate consumer values are important if one has to arrive at a positioning that the consumer can relate to. Benefit Laddering refers to a technique which focuses on product attributes and hence provides a link for the changing value proposition of a product. It helps the company to communicate its final value proposition to the consumer and hence help the company to arrive at the desired positioning of the product in the market.

Price / Selling Effort Strategies: A firm that follows a skimming strategy seeks to be the first to introduce a product with very good performance, selling it to the innovator market segment and charging a premium price for it. It makes as much profit as possible, then moves on when the competition arrives. The price is likely to fall over time as competition is encountered. Such a skimming strategy contrasts with a penetrating strategy, which seeks to gain market share by sacrificing short-term profits, and increasing the price over time as market share is gained.

Competitors have certain strengths and abilities. To succeed, a firm must leverage its own unique abilities.

A firm should prepare defensive strategies before potential threats arrive. If the competition surprises a firm with the introduction of a vastly superior product, the firm should resist the temptation to proceed with its mediocre product. A firm never should introduce a product that is obsolete when it hits the market. The competition's probable response to a firm's actions should be considered carefully.

Nokia's new strategy in US market

I, and other much wiser bloggers, have already written about how unsuccessful Nokia had been in selling phones on the US market. It seems that American people are resistant to smart phones, they're simply satisfied with text messaging and using their phones mainly for voice calls. Unfortunately, the carriers didn't make it easy for Nokia to be the #1 in North-America, either. But that might change over time. As Nokia reported in their press release, they are trying to find new ways to sell their phones, but this time without

involving the carriers. I hope that Ewan's prediction will come true and users are now ready to buy and use such advanced mobile gadgets. Especially if they are from the business segment: first, it's more likely that those users can afford cell phones for hundreds of $s, second, they might even use more than 10% of the provided functionality.

NOKIAS VARIOUS MARKETING STRATEGIES

Local services easily: With the Nokia Local Marketing Solution, consumers will be able to easily discover and easily initiate services. A phone call to the nearest taxi stand, opening a WAP or HTTP connection to the local movie theatre portal can be made with just a few clicks. Rather than having to browse through multiple menus, the special application in the phone makes it possible for the consumer to discover locally relevant services from service advertisements collected in the background by the special phone application while the consumer moves around. Nokia Local Marketing Solution: With the Nokia Local Marketing Solution mobile operators and service providers can promote their own or partnered SMS and data services. Even local businesses could easily advertise their own services in relevant places at relevant times. The solution creates demand for building new, really local services thus offering a new revenue opportunity area. The solution consists of: an application in the phone Local Info, a mountable, approx. A5 sized device called the Nokia Service Point LMP 10 used for sending over Bluetooth service advertisements to the consumers phones and The Nokia Service Manager LMM 10, which is a back-end server for content and service point management. Services are advertised via Bluetooth to consumers phones when they pass are automatically saved to the Local Info service point. These service advertisements phone application. Since the area where service is advertised is well defined, the solution enables the advertisement and provision of services to have a relation to Mobile operators have

made big investments to make it possible to provide mobile data services. It is difficult for the mobile operator to inform its consumers when there is a new mobile data service available. The potential of using Bluetooth has not yet been utilized by mobile operators as a mean to market services. Content owner needs in this context; a content owner is hence there is no need for local LAN cabling a company providing any type of content to consumers through mobile phones. Currently, the most typical content owners are companies providing, for example news, sports, stock, and weather reports. These companies typically provide WAP and/or SMS based-services, but also provide WWWpages customized for access from mobile phones. Virtually any company providing their services for consumers could be a content owner, including different kinds of stores, kiosks, restaurants, shopping centres, movie theatres, video rentals, retailers etc. These companies could provide access to services through phones, for example advertising their toll-free numbers and WWW addresses, special offers, campaigns and competitions. Unfortunately, there are only a limited number of channels for effectively advertising digital services. Although the mobile phone services of content owners are accessible and can be advertised in newspapers, on television, on the radio in posters, the consumers have to enter SMS codes and URLs manually in their phones to access these services. For or White Paper a certain place. Service advertisements can be time-specific and be valid for a limited period. When the validity of an advertisement expires, it disappears from the consumers phone. The consumer can set preferences on several criteria, thus set preferences on several criteria, is most interested in Exist activates the service, the UI informs the phone applications are used for service access. Before the consumer consumer the service type and price. From the user-interface, the consumer can set preferences, for example which category of service advertisements to receive and, most important, to select which service providers they wish to receive the adverts from. The actual usage of cellular voice and data related services happens over cellular network by just clicking the service icon from the phone application. The solution supports the activation of voice, SMS, WAP/HTML browsing and streaming services. The solution also makes it possible to have embedded content behind the service icon, for example to show a coupon, an HTML/WAP

file or play an audio/video clip. The service advertisement are created and managed with the Nokia Service Manager LMM 10, which uploads these to the local service points. The connection between the service points and the central, back-end service manager is over GPRS hence there is no need for local LAN cabling.

Digital Marketing Strategies Interactive Marketing With the advent of the internet, mobile communications and digital interactive Television (TV), consumers have ensured that at almost every moment of their waking lives they have the opportunity to interact, participate, decide, and provide feedback. A marketer's dream or so one would think. Unfortunately, marketing in many companies still remains a nebulous soft function. The 'build it and they will come' attitude to multimillion pound marketing campaigns appears to prevail in too many organisations. Many companies that have used internet and mobile advertising claim that they have been disappointed with the results. Executives still stuck within the traditional media paradigm have yet to understand the full value of interactive advertising and immediate customer response. In addition, they rarely have the necessary information infrastructure in place to capture and extract value from interactive campaigns and the customer feedback they provide. As a result, it is no surprise that marketers by and large fail to take advantage of the opportunities that the internet or the mobile platform provide, either individually or in conjunction with other digital channels. If companies contemplating the use of TV follow a similar pattern there is a significant risk that this platform too will be either underutilised or misused. There are a number of companies however, that are emerging as veritable maestros of interactive marketing. They see the opportunity and take advantage of the potential of each channel to add value. They embrace the digital customer, and they know exactly what roles the internet, the mobile, and digital TV play in their customers' lives, as well as how and when these technologies are used. These companies understand that traditional media, internet, mobile telephony, and TV provide complementary marketing channels that can be used to influence customer behaviour at the different stages of the purchasing cycle. The Dynamic

Customer By being constantly connected, consumers are allowing marketers access to parts of their lives that not long ago would have been much more difficult to penetrate. Digital technologies, and the content they deliver, have added dynamic segmentation and targeting capabilities to more traditional methods. Customers needs, attitudes and propensity to purchase evolve and change by the minute, as the influences that surround them alter their desires, perspectives and physical state. With the introduction of so many communication options (e.g. e-mail, fixed line, mobile phone, mail, face to face, TV) the consumers preferred method of response has also evolved. The comparatively blunt 'traditional media' instruments of TV, press, radio and outdoor, that has looked to influence consumer trends over time, have been supplemented by media that can instantly respond to desires and needs. Savvy marketers are learning to use this knowledge to hone their customer segmentation and targeting strategies, contemplating which platform to use in order to capture the customer at the optimum time. Organisations are increasingly looking to use interactive media to create strong associations between their products and services and specific aspects of their customers' lives. A good example is Domino's Pizza who is deliberately associating its brand with specific content (The Simpsons, family show), at a particular time of day (dinnertime) with a highly distinctive signature (jarring, loud sounding siren to denote heat). The pizza delivery service must surely rank as a perfect real life example of Pavlov's conditioned reflex experiment. Just the sound of the siren most likely suffices today to have masses across Britain salivating for 'hmmm... Simpsons... dinner... Domino's'. The campaign simultaneously creates awareness, an impulse and the opportunity to purchase. The red interactive button on the television remote allows viewers to act on their impulse immediately, minimising the opportunity to change their mind. Moreover, Domino's administers the marketing coup de grace by making it easier over time to use the service. Cookies keep track of previous orders and choices and literally allow customers to have dinner delivered to their door at the touch of a button ('same as last time?'). For Domino's, the interactive television remote control has proven to be a magic wand. Not surprisingly, sales through online channels now reach a significant

300,000 per month from 20,000 orders. The pizza delivery service could go further still, though, by extending its presence to additional digital platforms. Mobile phones come to mind immediately as a channel that can prove as sticky as American cheese. Using SMS (Short Message Service), the text messaging service to offer electronic coupons would, for example, allow Domino's to further increase loyalty and pervasiveness in its customers' lives. Learning how to capitalise on obvious synergies between the various channels is key to getting the most out of digital marketing campaigns! Exploiting Platform Synergies The organisations that successfully use several digital channels in a complementary fashion will unlock the full value of digital marketing. To do so, they will need to have a thorough grasp of the strengths of each platform, the context in which they are best used, the content/offers that are appropriate to the platform and the customer segment as well as the fulfilment expectation for each platform. Not a task to be taken lightly. So what are these strengths?

Digital interactive Television Traditional TV has for a long time been an awareness creation tool par excellence. However, traditional TV forced viewers to file away that interest until the next purchase opportunity, or make the effort of noting down a number and picking up a phone - quite a lot of effort for your average viewer. Now TV brings a new interactive dimension. Viewers can enter a separate interactive area, whilst still watching their current programme, and have access to more information and/or an opportunity to purchase. So TV has now evolved as a vehicle that can inform, persuade and provide the opportunity to purchase in one fell swoop.

Internet on the PC The PC is the information vehicle of choice; a recent Forrester report revealed that by 2005 US consumers will research $378 billion in cars, trips, and clothes online before buying. The higher the cost of a product or service, the greater the importance of the internet as a

step in the purchasing cycle. Another Forrester survey amongst retail companies estimated that 25% of purchases were sparked by their internet site against 2% of sales actually purchased on the internet.

Mobile Telephony Cell phones and other mobility devices (PDAs etc.) are ideal for location-based advertising and as a tool to remind consumers of specific products and services. The pervasiveness of these devices makes them an excellent vehicle for marketers looking to create stickiness and improve customer loyalty. SMS-based marketing has proven very effective for stimulating purchase of low cost location based offerings. Digital novelties like electronic coupons are helping to create an ever more constant presence for products and services. As an example, BTCellnet's SMS-based marketing campaign around the Channel 4 programme, Big Brother has proven very successful. SMS information teasers raised WAP usage by a significant 20%. Lastminute.com is also adopting an increasingly sophisticated digital marketing programme. Through its multi-platform strategy the company has successfully achieved higher brand visibility by creating an impression of Omni-presence. In addition, Lastminute.com ensured a high level of service (anytime, anywhere), and enhanced customer intimacy by targeting the right customers, at the right time. The company's digital marketing strategy is designed around platform peak-times: internet peak times around lunch-hour, digital TV peak-times around home/family/dinner time, and WAP/GPRS peak-times during weekend leisure time. Being available on the most suited platform at the most promising time allows Lastminute.com to deliver highly targeted messages to tightly segmented audiences. This strategy has enabled Lastminute.com to maximise its revenue by allowing the customer to use their response mechanism of choice.

NOKIA STRATEGIC MARKETING IN INDIA Nokia redefines fashion phones in India with the latest Lamoure collection Nokia has introduced a collection of three trend-inspired mobile phones, the Nokia 7360, Nokia 7370

and Nokia 7380. Each model in Nokia's the Lamoure Collection offers a beautiful mix of contrasts infusing cultural and ethnic influences with luxurious touches of the unexpected. Hints of vintage and craftsmanship, are fused with natural materials, colours and patterns, all carefully crafted and layered with a passion for detail. In the design and development of the Lamoure Collection, Nokia's Design team has looked to materials such as amber, ceramic, turquoise, silk and enamel for inspiration. Craft techniques such as enamelling and etching added a creative spark to the graphics, finishes and colours selected for each model in the collection. Nokia 7380: With etched mirrored surface and discreet keyless dial, the Nokia 7380 comes with a leather cover and a mirrored display. The technology includes a 2-megapixel camera and intuitive voice dialling. Key features: 1. Keyless dial 2. 2-megapixel camera, 4x zoom 3. Enhanced Voice Commands 4. MP3 player Nokia 7370: The Nokia 7370 "swivels" open to reveal its elegantly hidden keypad. Beautiful patterns into the elegant metal trims are contrasted by leather-inspired faceplates. The Nokia 7370 is available in two colour schemes, coffee brown and warm amber, with each model offering a distinct set of graphics, screensavers and even dedicated camera keys. Key features: 1. 1.3 megapixel camera, 8 xs zoom 2. 2-inch QVGA colour screen (320 x 240 pixels) 3. Stereo speakers with 3D sound effects 4. Video ring tones 5. FM Radio Nokia 7360: Trend-conscious men and women will appreciate the Nokia 7360's mixture of patterns and textures, which are perfectly complemented by elegant accessories, including

straps and carrying pouches. The Nokia 7360 is also available in two signature L'Amour Collection colour schemes, coffee brown and warm amber. Nokia has jumped into the growing market of online distribution of tones, graphics and games downloads in India and is offering a choice of 120 games which can be downloaded at Rs 50 per game. However, users will have to shell out additional Rs 10-25 for the airtime depending on the size of the game. Nokia claims to be the first handset manufacturer to enter this business in India and the first company to launch games download in the Indian market. So far, only online content and utility services companies such as MSN and Yahoo have been offering ringtones and graphics downloads to mobile phone enthusiasts. The business of offering ringtones and graphics is growing almost by 100 per cent, according to industry experts. The download business for the calendar year 2003 was estimated to be around Rs 10 corer and is expected to touch Rs 20 corer this year. These estimates do not take airtime charges paid by the users for downloads. Nokia is not entering this business to make money. In fact, a large part of the revenue will be shared by the service operators and content providers. Our interest is to help mobile service operators to increase their average revenue per user (ARPU) and to influence mobile phone users to upgrade to the latest models being launched by the company, Nokia India marketing head Gautam Advani said. Mr Advani claimed that the company launched a game named Makhan Chor during Janmasthmi Utsav last month and the response was very encouraging. Nokia India has already tied up with Bollywood production houses such as Harry Baweja, Rajshri Pictures and RS Entertainment for graphics and movies. It has also entered into an agreement with Indian Performing Rights Society for ringtones.

PROMOTIONAL STRATEGIES:

"Push or Pull" Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull".

Push A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Car phone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of ch ildren's toys mainly on television. Consider the recent BBC promotional campaign for its new preschool programme the Fimbles.

Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. As part of the promotional campaign, the BBC has agreed a deal with toy maker FisherPrice to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of Fimbles products including soft, plastic and electronic learning toys for the UK and Ireland.

PRICING STRATEGIES

Ultra low cost phones--less than Rs 2,000--are fuelling demand in cost sensitive India, where more than 4 million new users are entering the 85.4 million strong wireless sectors each month. The number of mobile services users surged 47 percent in 2005, and now Exceeds the population of Germany. India is expected to be the world's third largest mobile market by the end of this year, behind China and the United States. "We anticipate that there will be a long-term sustainable demand for mobile telephony in the fast-growing Indian market," Chief Executive Jorma ollila said at the launch of the plant in on the outskirts of Chennai. Bundles: Another category where penetration is next to negligible is the fast-growing mobile telephony market penetration stands at roughly 5%. Here, even as price continues to be a significant factor for determining the choice of handset or service provider, the value equation, according to Sanjay Behl, marketing head of Nokia India, is even more imperative. Nokia found success with its Made in India Nokia 1100, which incorporated unique features such as a torchlight, a dust-resistant keypad and an anti-slip grip to appeal to the semi-urban markets. Importantly, Behl says that even applications and software such as T9 or language interface and text input have to be customised to meet consumer needs. The 1100, which currently retails at Rs 2,700, is the largest selling handset in India with a market share of about 25% in terms of

volumes, and 16% in terms of value. On the other hand, another Nokia phone, the 2600, priced at Rs 4,200, is the highest selling colour model in India, with a 7% market share. In the colour segment alone, the 2600 has a 17% share. Clear evidence of how features (colour screen) and price have been cleverly bund led to drive penetration, says Behl.

Four Ps

In popular usage, "Marketing" is the promotion of products, especially Advertising and Branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centred. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language. The Four Ps are: Product: The product aspects of marketing deal with the specifications of the actual good or service, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or service, e.g. time, or attention. Promotion: This includes advertising, Sales promotion, Publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company. Placement: refers to how the product gets to the customer; for example, point of sale placement or Retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc.

PRODUCTS OFFERED BY NOKIA

There are Various Ranges of Products that Nokia Offers. Especially in Mobile phones Nokia is the Leading Manufacturer in it. Nokia Offers various Mobile Phones with varie Quality, Shape, Size, Colour, etc. Nokia Offers a Varied Range of Mobile Phones & Other accessories with it. All Mobile phones are having Different Specifications in it. Nokia is Launching a New Products Every Year. It First Does Analysis of Market & according to Taste of Consumers It Launches it Products in Market. Till now Nokia has launched a No. of Products in Market &It had been very successful for Nokia after launching so many products. Nokia has strengthened its Strategy of Working in Market. It has revolutionised all sectors in Market. No one is So Powerful as Nokia in Field of Mobile Phones in India. There are so many Mobile Phones been in Market by Nokia. Several new Techniques & Up gradation is being done to enhance & launch a new product every time in Market. Nokias R& D Department is very much in Progress for working over bringing a special change in every mobile phone it launching in market. After Launching Various Mobile phones in market till now, Nokia is now launching various new Models of Mobile Phones i.e. it is bringing new changes in the series of Mobile Phones. Firstly All Mobile Phones used to have only Black& White/ Colour Display, Messaging. But now Nokia has launched Various New Models of Mobile Phones in Mobile Series that it has rocked the Market. The New Models are having various Greater, Advanced Facilities from that of other phones till now. These New Models Which Nokia is going to Launch in market is having all Types of

Features/Facilities like:-

1) WINDOW 8 2) FULL AMOLED DISPLAY 3) CAMERA UPTO 40 MP, 720 FPS 4) WIFI 5) ENHANCED GPS SYSTEM 6) 4.3 INCH DISPLAY 7) ULTRA SLIM

NEW UPCOMING MODELS OF NOKIA

Nokia Lumia 920 (Black) PRICE: 40699

Nokia Lumia 920 (Black) PRICE: 40699

Nokia Lumia 920 (Yellow) PRICE: 40699

Nokia Lumia 820 (Red)

PRICE: 31699

Nokia Lumia 820 (White)

PRICE: 31699

DATA ANALYSIS:-

CONCLUSION

From the Above Project I Had Come to this Conclusion That Nokia has Implemented Various Strategies in Developing It Products on a Large Scale & and try to becoming No.1 Leader in The World of Mobile Phones. Nokia has used various Techniques to implement its products into the market. As per my Opinion Nokia had introduced various schemes to attract people & gain more goodwill into market. I would like to conclude that Nokia had been launching various new products & Strategies throughout the year like Lumia. Many people around the globe are purchasing Nokia phones as they are very cheap, good & efficient to operate. Nokia had used various marketing strategies to enhance its products into market & also they have used better & efficient market segmentation strategies to market its products according to various segments of customers in the market. Nokia as such has used all Modern & Good techniques to tackle problems of customers in market. Customer Care & Feedback is also given more importance to increase the sales of product. Better, Efficient & Advanced Techniques are used to increase the sales of product. Also Nokia is largest manufacturer of mobile phones in India. Various Promotional Strategies are being enrolled into the market to promote the products. New Models & their Strategies are being well utilized to enhance the product.

CUSTOMER QUESTIONAIRE

AGE:

__________ MALE / FEMALE SINGLE / MARRIED

GENDER:

MARITIAL STATUS: 1) FAMILY SIZE ( ) JUST MYSELF ( ) TWO ( ) THREE ( ) FOUR ( ) FIVE and more

2) INCOME RANGE (Rs per annum) ( ) BELOW 1, 00, 000 ( ) 1, 00,000 - 2, 00,000 ( ) 2, 00,000 - 5, 00,000 ( ) ABOVE 5, 00,000

3) WHO ARE THE MAJOR INFLUENCERS IN YOUR BUYING DECISION? ( ) FAMILY ( ) COLLEGUES ( ) FRIENDS ( ) CHILDREN ( ) NEIGHBOURS ( ) OTHERS

4)DO YOU OWN A Smartphone?

YES / NO

WHICH IS YOUR FAVOURITE SMARTPHONE BRAND? ___________

5) HOW DO YOU LOOK AT YOUR SMARTPHONE ( ) A CONVEYENCE INSTRUMENT ( ) A NEED FOR A LIFE IN DELHI ( ) IT IS ALWAYS GOOD TO HAVE MY OWN SMARTPHONE ( ) A SYMBOL OF AFFLUENCE ( ) AN IMPORTANT ADDITION TO MY LIFESTYLE

6) IN CASE OF YOUR BUYING A SMARTPHONE, WHO ALL DO YOU THINK WILL BE INVOLVED IN THE DECISION ( ) SPOUSE ( ) CHILDREN ( ) FRIENDS

( ) COLLEGUES ( ) OTHERS

7) HOW IMPORTANT DO YOU FEEL IS BRAND AS BUYING CRITERIA? ( ) IT IS THE MOST IMPORTANT CRITERION ( ) IT IS IMPORTANT ( ) IT IS ONE OF THE CRITERIONS I WOULD LOOK AT ( ) NOT VERY IMPORTANT, BUT HIGHER THE BETTER ( ) IT DOES NOT BOTHER ME

8) HOW MUCH SIGNIFICANCE DO YOU ATTACH TO THE BRAND OF THE SMARTPHONE? ( ) NOT THE LEAST ( ) I AM AWARE OF THE BRANDS BUT THAT DOESNT SOLE AFFECT MY CHOICE ( ) BRAND MAKES A GLOBE OF DIFFERENCE

9) PLEASE RATE THE FOLLOWING PARAMETERS IN THE ORDER OF IMPORTANCE (1 IS THE HIGHEST ORDER, 10 IS THE LOWEST) ( ) PHYSICAL DESIGN ( ) OPERATIONS ( ) FEATURES ( ) PRICE ( ) SIZE

( ) AFTER- SALES SATISFACTION ( ) BRAND IMAGE ( ) HAND SET DURABILITY

10) GIVEN A PRICE RANGE OF RS 10000 to RS 15000 WHICH BRAND WILL YOU PREFER? ( ) Nokia ( ) Sony Ericson ( ) Samsung ( ) Motorola

( ) LG ( ) Blackberry

11) PLEASE MARK THE FOLLOWING PARAMETERS ACCORDING TO WHETHER YOU AGREE OR DISAGREE AS TO WHETHER SAMSUNG SMARTPHONE DELIVERS THAT PARTICULAR VALUE 2: STRONGLY DISAGREE 3: DISAGREE 4: NEUTRAL 5: AGREE 6: STRONGLY AGREE 7: VERY STRONGLY AGREE

BIBLOGRAPHY

BOOK REFERENCE

REFERRED BOOKS:-

Principles of Marketing- Philips Kotler Marketing Research-G.C Beri

WEB BIBLIOGRAPHY:WEBSITES:1.WWW. nokia.com

2. www.google.com 3. www.wikipedia.org