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

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

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

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

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

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

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

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

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

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

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

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

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

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

Associate Professor of Marketing at London Business School * Philip Parker. Professor of Marketing. Jr. Assistant Professor of Marketing and director of Quality Enhanced Systems and Teams (Quest) at the Smith School of Business. University of Maryland * William Putsis. . Professor of International Marketing at the Kellogg Graduate School of Management. Northwestern University * Gregory Carpenter. Professor of 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. companies are striving hard to access quick and reliable intelligence about their customers. * Philip Kotler. The above article has been abstracted / condensed from the views of the following professors in Mastering Marketing published by Business Standard in partnership with Financial Times. All rights of the authors and publishers are reserved. Northwestern University * Venkatesh Shankar. Insead Changing rules: Where to be marketing headed? As the marketplaces are changing at an accelerating pace and corporate boundaries are blurring.

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

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

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

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

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

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

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.

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

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

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

Here we have used descriptive research design. The entire process was more of a Descriptive Research type and incorporated a formal study of the specific problems faced by most IT companies an exploring the opportunities in the untapped market. 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. which is very fast in production. distribution and consumption. • To locate the potential market for NOKIA. Since the aim is to obtain complete and accurate information in the said studies. The process had to be started from the grass root level and it was very important to understand the market for this IT product. • To find out the Brand perception on people. The data collected had to be .• To find out the sources of promotion for NCR/Delhi market. 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.

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

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

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

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

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

Two key developments are pushing service providers into India’s fledgling data market. One. or have launched. Salesmen or . the research firm: “Content. The second is the introduction of CDMA-based limited mobile services by business groups like Reliance which are set to offer both 2.” While few are ready to share their data market strategy. We will see a lot of niche content addressing the needs of various market segments. Right now.5G as well as 3 G services from late December. 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. 2. telecom analyst at Gartner. Unlike existing mobile phones. which will hold subscribers. market. will be a key factor for the development of the data market. global systems for mobile communications (GSM) -based cellular operators across the nation propose to launch the general packet radio system(GPRS – 2.5 G) services in the next few months. India’s mobile phone service companies are unquestionably either working on.look at generating extra revenue from mobile data-based added value- services.5 G and 3 G offer platforms which make it possible to transmit data at very high speeds. making innovative corporate mobile data services a reality and high speed e-mail a It would also give SMS a new lease of life because mobile users will be able to send pictures and videos to other mobile users or elsewhere. This could radically change the mobile data distinct possibility. Notes Kobita Desai. the following: A GPRS-powered sales force automation system for FMCG as well as insurance companies is being developed.

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

Cellular service providers. These include position location services (for around Rs 3). expects its SMS traffic to go up from 1.50) in Delhi to expand the market further. Data services accounted for about 2. 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 .20 (from Rs 1.5 per cent. BPL Mobile.CDMA-based operators will be launching the latest CDMA2000ix phones with 3G services. Hutch is planning to slash SMS prices to Rs 1. streaming video and short video clip downloads.commerce solutions. Hutchison Max too sees a huge opportunity here. for example. 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". They've joined with mobile phone manufacturers to introduce vernacular SMS. this year. 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. on-line gaming.5 per cent of the Bharti group's revenue last year. for instance. the figure is expected to go up to 3. Says Sudarshan Banerjie. To be sure. is experimenting with Hindi. But US research firm Gartner says that Indian subscribers who use SMS regularly already month (see chart). meanwhile.mobile service providers see a rich vein to tap in vernacular language SMS services.2 million paid messages a day to 2 million at the end of this year. Bharti. picture downloads (Rs 2 to Rs 3). They could go up by leaps and bounds --. video conferencing. are convinced that the SMS market will explode.

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

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

cellular service providers get just two per cent of their revenues from data. i-Mode.5 G services have taken a lead over operators who offer GSM-based GPRS services in the mobile data arena. but the market could explode.68 billion by 2005 from only $ 2. That’s because their services are cheaper and handsets are easily available and are more affordable.6 billion in revenue.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 2.72 million in 1999. however. In China.8 per cent of its revenues to come from data by 2002 end. SMS accounts for over 22 per cent of an operator’s revenue (on an average. CDMA-based cellular service operators who offer 2. expects 25.5 and 3 G services. from around 11 per cent in 2002. though the hot growth rates could plateau. thanks to low prices and the free SMS packages operators offer). Note too that around Asia and in the US. It expects as much as 40 per cent of mobile phone users to use data. The Yankee group estimates that China’s wireless data market will balloon to US $ 5. . What is more. Leading the mobile data charge will. In the Philippines. be Asia. a cellphone service subscriber sends 11. But the US mobile data market too is expected to grow substantially.2 SMS every day. if not dramatically. 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. In the US. DoCoMo’s sweepingly successful service in Japan. mobile data has yet to catch on.

It also believes that over 12.2 per cent of S K Telecom’s (which offers CDMA services) revenue will come from data by 2002 end. . with the figure going up to 19.7 million by 2003.8 million Koreans will subscribe to CDMA 2. India’s cellular service providers will ignore the data business only at their peril.In Korea. Clearly. Morgan Stanley research research projects that 9.5 G-based services. for instance.

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

400 bps (bits-per-second) modem. The world's first fast-poll 14. Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers. Year 1982 Europe's first digital telephone exchange. Year 1981 The world's first international cellular mobile telephone network NMT opened in Scandinavia with Nokia introducing the first car phones for the network. manufactured by Nokia. was brought into use in Finland. Year 1987 The world's first NMT handportable. the DX 200. Year 1989 The world's first Actionist trucking mobile radio network was brought into operation. Year 1984 The world's first portable NMT car telephone. the Nokia Cityman. Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards. . the Nokia Talkman.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 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 first manufacturer to launch series of handportable phones for all digital standards (GSM.Inmarsat made the world's first satellite telephone call with Nokia's pocket-size GSM handset. the first digital handportable phone for GSM networks. including the Nokia PC Card and the Nokia Cellular Data Card.The Nokia 100 series.The first European manufacturer to start selling mobile phones in Japan. TDMA. providing fully digital. PCN. Japan Digital). The Nokia 2100 was the world's smallest and lightest family of digital products.The world's first genuine GSM call made using Radiolinja's network.Year 1991 The first manufacturer to have a large-scale production-ready GSM phone. the first family of handportale phones for all analog networks. Year 1992 The Nokia 1011. supplied by Nokia. Year 1994 The first offical GSM call in the People4s Republic of China made on a Nokia phone on Beijing TA4s network. supplied by Nokia. Year 1993 The first Personal Communications Network based on GSM 1800 standard delivered by Nokia. fast access to corporate LANs.The world's first Data Communications Server (DaCS).The world's first digital cellular data products. Year 1995 .

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

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

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

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

The call. 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. Year 2004 Using Nokia's CDMA Dual-Stack handset. 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. 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 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. . Wireless Solutions Group. Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6. Nokia announced the Nokia NFC (Near Field Communication) shell.use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones. 1xEV-DV basestation emulator. This chipset is the world's first to support complete 1xEV-DV Release C functionality. Year 2003 Nokia announced that the world's first cdma2000® 1xEV-DV highspeed packet data phone call was completed at Nokia's CDMA product creation center in San Diego.09 Mbps. achieving a peak data rate of 3.

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

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

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

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

most popular Nokia phone.Nokia 7270 .updated Communicator with more memory and improved Nokia 9300 internet review coming support soon! Nokia 9500 . improved display. and WiFi support.multimedia smartphone with megapixel camera Nokia 7650 .fashion phone with MP3 ringtones and viceo camera Nokia Nokia 7280 7600 review coming 3G soon! phone Nokia 7610 . .latest Communicator with more memory. 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 .

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

N o .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 .

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

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

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

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 % .

For how long you are using your handset? . What is the reason behind your preference for the above particular Market player? (You can tick more than one option also) percentage of views 16% 20% 8% 25% Advertising Quality Assurance Price affordability Resale value Warranty period 31% Q10. 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.Q8.

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

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

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

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

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

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

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

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

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

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

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

images. and other rich content into their messages. The 6100 sports a 4. The model also has an integrated FM radio. Another latest in the Indian market is the Nokia 6610 (Price: Rs 16. WAP 1. Features include MMS. the phone book supports up to 300 entries. The 9210i Communicator effectively serves as an office in your pocket.299). weight and other measures) and a Portfolio Manager (to track stocks and other securities). One of its main features is the multimedia messaging service (MMS) which allows users to incorporate sound.2. Its triband GSM access means ability to connect anywhere in the world. Thanks to an ultra thin battery.096-colour. WAP 1. SMS up to 150 text messages and calendar notes up to 250 entries. an integrated stereo FM radio. 128x128 pixels . the Nokia 6100 (Price: Rs 20. triband GSM. The 6100 even has an electronic wallet. downloadable Java games. It has an integrated digital camera allowing you to capture. triband GSM support. store and share pictures.399). downloadable personal applications via Java technology. Plus there’s MMS.1 browser. temperature. anytime. Memorywise.2.player) to view internet media content. The calendar notes can take up to 250 entries and the Phonebook Memory (phone + SIM) up to 300 entries.1 Browser.099) is one of the slimmest full featured phones on display in Indian shops. 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. though it will be some time before people start using this feature in India. delightful polyphonic ring tones.

399) is equipped with an integrated video player and a RealOne Player to download video clips. Organiser and To-Do lists. mobile Internet connectivity. It has 3. The Nokia 8910 (Price: Rs 35. It has infrared and Bluetooth capabilities for connecting to PDAs and notebook computers.2 kilobits per second. its integrated digital camera can capture images at 640 x 480 resolution and the phone display can be used as a viewfinder. on top of your pre-requisite phone functions. Nokia 7650 (Price: Rs 26.999) is a phone and colour camera rolled into one with MMS capabilities.499) is heavy on looks with a titanium casing and chrome finish keys. whether you are typing SMS messages or viewing an MMS message. Data transfer can be as fast as 43. It has high-end features like Bluetooth9 and Infrared capabilities which allows wireless connectivity to your PC and laptop. The Nokia 3650 (Price: Rs 23. You can download new Java games and applications. Features include Voice Commands. limiting you to text-based content. Also.resolution screen and its large display is handy. Bluetooth wireless connectivity to other compatible devices. rising from the handgrip cover to put the many phone functions at your fingertips. Activating the side triggers sets the phone in motion. The 7650 comes with only a WAP (Wireless Application Protocol) browser.6 MB of memory to store files and applications. .

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

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

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

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

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

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

……….. Among the following of latest Nokia handsets. 1. Do you have Mobile Phone?  Yes  No 2.ANNEXURE QUESTIONNAIRE Name:………………………………………………………………… Age:…………………………………………………………………… Address:……………………………………………………………… ContactNo. Which all brands of Mobile Phones have you heard about?  Nokia  Samsung  Sony Ericsson  Panasonic  LG  Others…………………………………………………………… 3.…………………………………………………. 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 .

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

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