You are on page 1of 86

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Professor of 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. Northwestern University * Gregory Carpenter. Northwestern University * Venkatesh Shankar. All rights of the authors and publishers are reserved. Professor of International Marketing at the Kellogg Graduate School of Management.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. . Jr. * Philip Kotler. 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. companies are striving hard to access quick and reliable intelligence about their customers. Professor of Marketing. 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. University of Maryland * William Putsis.

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

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

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

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

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

smart self-image. the consumers seek a single goal-utility. making comparisons across brands simple. Thus links between brands and goals are nurtured over time.buyer learning process. For instance. And these brand-goal links are fundamental results of consumer learning. 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. Consumer learning At the root of much consumer learning are the goals that motivate. It is about being market driven and marketdriving. In formal economic terms. Mercedes-Benz provides safety and prestige. . The goals associated with brands differ from brand to brand in the same category. The concept of brand-goal links has important competitive implications. among sport-utility brands. Over time. The conventional view is that the customer compares brands along only one dimension. 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 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 main objective is to find out the problems which are the main barriers in the promotion of NOKIA in NCR market. To find out the areas where perception is positive and where is and being done for this is negative . Problem faced in the market . the work which is described as fallows . initially we see that how many areas are positive how many are negative responded . 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 .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 . Research comprises defining and redefining problems. formulating hypothesis or suggested solutions . RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge.because they are in the in the direct contact of consumer and know their liking and disliking in a better way. Research is an academic activity and as such the term should be used in a technical sense. collecting . One can also define research as a scientific and systematic search for pertinent information on specific topic. These problems could be find out by doing survey of that particular area .organizing and evaluating data making deduction and reaching conclusion . Some people consider research as a movement. Problems and their solution in NCR/Delhi market . ultimately we have to increase the sale of Nokia in this areas for this it is mandatory to remove the problems like consumer awareness . a movement from the known to unknown. and at last care fully testing the conclusion to determine whether they fit the formulating hypothesis . In fact research is an art of scientific topic.

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

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

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

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

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

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

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

2. will be a key factor for the development of the data market.” While few are ready to share their data market strategy.5G as well as 3 G services from late December. The second is the introduction of CDMA-based limited mobile services by business groups like Reliance which are set to offer both 2. We will see a lot of niche content addressing the needs of various market segments. 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.5 G) services in the next few months. 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. Right now. or have launched. telecom analyst at Gartner. 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. Unlike existing mobile phones. the research firm: “Content.5 G and 3 G offer platforms which make it possible to transmit data at very high speeds. Two key developments are pushing service providers into India’s fledgling data market. One. market. Salesmen or . which will hold subscribers. Notes Kobita Desai. global systems for mobile communications (GSM) -based cellular operators across the nation propose to launch the general packet radio system(GPRS – 2.look at generating extra revenue from mobile data-based added value- services. India’s mobile phone service companies are unquestionably either working on.

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

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

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

A Merril Lynch report forecasts that revenue from mobile data (including 3 G . the potential revenue from data services can't be ignored.000 subscribers in Mumbai -. Still. Says F B Cardosa. despite well over a billion plus mobile subscribers in the world. In the US. But the mobile phones weren't ready company is still hopeful.operators' revenues. So most mobile phone operators are using a combination of strategies -.its goal this year is 10. GPRS hasn't yet taken off in India." That's close Gartner's 17 per cent research research projection for data services in 2005. 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. has some 4. BPL Mobile. building specialised GPRS-based products for the corporate sector relevant to India and promoting value-added SMS services -.to expand the data market. for example.000 -. only five million are hooked on to 3G phones. Asia will lead the charge Mobile data may not as yet provide substantial revenue to cell operators worldwide. What is more.aggressive pricing. but expect this fledgling to grow up pretty quickly. the figure is as low as three per cent. data weighs in with less than two per cent of revenue. While voice will still remains the predominant source of revenue at least for the next few years. but that could change dramatically. So mobile data may still be a fledgling business here.partly because GPRS-enabled in the first few months. the first to launch GPRS in India. And even in markets like China.

5 G services have taken a lead over operators who offer GSM-based GPRS services in the mobile data arena. however. In the Philippines. DoCoMo’s sweepingly successful service in Japan. thanks to low prices and the free SMS packages operators offer). be Asia. In China. The Yankee group estimates that China’s wireless data market will balloon to US $ 5. 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. i-Mode. from around 11 per cent in 2002. a cellphone service subscriber sends 11.2 SMS every day. though the hot growth rates could plateau. expects 25. SMS accounts for over 22 per cent of an operator’s revenue (on an average.72 million in 1999. But the US mobile data market too is expected to grow substantially.68 billion by 2005 from only $ 2.8 per cent of its revenues to come from data by 2002 end. CDMA-based cellular service operators who offer 2. but the market could explode. That’s because their services are cheaper and handsets are easily available and are more affordable.5 and 3 G services. It expects as much as 40 per cent of mobile phone users to use data.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. . What is more. if not dramatically.6 billion in revenue. cellular service providers get just two per cent of their revenues from data. Note too that around Asia and in the US. mobile data has yet to catch on. Leading the mobile data charge will. In the US.

Morgan Stanley research research projects that 9.5 G-based services.7 million by 2003.8 million Koreans will subscribe to CDMA 2. India’s cellular service providers will ignore the data business only at their peril.2 per cent of S K Telecom’s (which offers CDMA services) revenue will come from data by 2002 end. .In Korea. Clearly. It also believes that over 12. with the figure going up to 19. for instance.

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

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

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

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

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

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

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

. Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November.09 Mbps. 1xEV-DV basestation emulator. The call. 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. Year 2004 Using Nokia's CDMA Dual-Stack handset. This chipset is the world's first to support complete 1xEV-DV Release C functionality. 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. 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.use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones. 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. achieving a peak data rate of 3. Nokia announced the Nokia NFC (Near Field Communication) shell. Year 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6. Wireless Solutions Group.

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 . 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. This . Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global GCF 3G WDCMA Certification. 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.Handheld) network at the Nokia Connection event in Singapore. an independent industry body which provides network compliancy requirements and testing for GSM/WCDMA mobile devices. In October. With the Nokia NFC shell on their phone. Nokia and TeliaSonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network.the latest step in the development of innovative products for mobile communications. The Reference Implementation is available immediately to Series 60 licensees. in November. MediaCorp Technologies. Achieving a first for the Asia-Pacific region. consumers will be able to easily access a variety of services and conveniently exchange information with a simple touch gesture utilizing NFC technology. Nokia.

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

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

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

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

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

o f re p lie s 1 1 % 2 % 4 % 1 3 % 2 8 % 4 2 % N O K IA S A M S U N G S O N Y E R IC S S O N M O T O R O L A L G P A N A S O N IC .N o .

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.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. Rank the following models of Nokia handsets in order of your preference for personal use.

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 e rce n ta g eo fv ie w s 1 1 % 2 1 % P rice Q u a lity T e ch n o lo g y D e sig n S tyle 3 2 % 2 4 % 1 2 % .

What is the reason behind your preference for the above particular Market player? (You can tick more than one option also) percentage of views 16% 20% 8% 25% Advertising Quality Assurance Price affordability Resale value Warranty period 31% Q10. 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.

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

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

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

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

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

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

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

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

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

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

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

WAP 1. It has an integrated digital camera allowing you to capture. weight and other measures) and a Portfolio Manager (to track stocks and other securities). images. Thanks to an ultra thin battery. triband GSM support. Features include MMS.399). anytime. Memorywise. The 9210i Communicator effectively serves as an office in your pocket. Another latest in the Indian market is the Nokia 6610 (Price: Rs 16. Plus there’s pre-installed Java applications on the Nokia 6610 which include a Converter (for currencies. Another model selling well in the Indian market is the Nokia 7250 (Price: Rs 26. temperature. 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. downloadable personal applications via Java technology. WAP 1. though it will be some time before people start using this feature in India.1 browser. downloadable Java games.096-colour. The model also has an integrated FM radio.299). store and share pictures. an integrated stereo FM radio. triband GSM. 128x128 pixels .2. One of its main features is the multimedia messaging service (MMS) which allows users to incorporate sound.099) is one of the slimmest full featured phones on display in Indian shops.2.1 Browser. delightful polyphonic ring tones. the Nokia 6100 (Price: Rs 20. the phone book supports up to 300 entries. and other rich content into their messages. The 6100 sports a 4. Plus there’s MMS. The 6100 even has an electronic wallet.player) to view internet media content. Its triband GSM access means ability to connect anywhere in the world.

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

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

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

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

13. . 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.

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

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

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

For how long you are using your handset? .5.  1100  2300  3650  7210  Engage  Communicator  7650  6610 and 6610i  6600  6.Which is the most popular market player according to you?  Nokia  Samsung  Panasonic  Sony Ericsson  Others 8. 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.

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