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

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

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

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

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

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

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

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

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

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

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

obvious means of communication which include announcing pricing plans over online networks (US airlines were caught doing this using their reservation systems): using “meet or beat" pricing announcements over public broadcasting media . workshops. Constraints In order for the cartel to survive.these serve to establish price floors. Consider the simple case where the actual sales potential for a given market is $500 million. it will cut into the share of Company A. symposiums. organizing joint trade events. surely. While doing so. it is essential that all of the players have a similar sense of constraints. This include the formation of trade associations. workshops and association meetings. 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. 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. retaliate and the covert cartel will crumble. industry-level training courses . Company A will. Company A correctly perceives the potential as $500 million but Company B perceives the potential to be at least $ 900 million. seminars.

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

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

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

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

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

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

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

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

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

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

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

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

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

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.systematically arranged. Sampling design A sample design is a definite plan for obtaining a sample from a given population. If it refers to the technique or the procedure the researcher would adopt in selecting items for the sample. . The researcher must prepare the sample design which should be reliable for research study. 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.

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

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

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

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

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

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

is experimenting with Hindi. picture downloads (Rs 2 to Rs 3).50) in Delhi to expand the market further. expects its SMS traffic to go up from 1.mobile service providers see a rich vein to tap in vernacular language SMS services. They've joined with mobile phone manufacturers to introduce vernacular SMS. are convinced that the SMS market will explode.2 million paid messages a day to 2 million at the end of this year. These include position location services (for around Rs 3). the figure is expected to go up to 3. meanwhile. BPL Mobile. Bharti.5 per cent. 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 . Cellular service providers. Data services accounted for about 2. on-line gaming. video conferencing.20 (from Rs 1. Hutchison Max too sees a huge opportunity here.5 per cent of the Bharti group's revenue last year. But US research firm Gartner says that Indian subscribers who use SMS regularly already month (see chart). Says Sudarshan Banerjie. this year.CDMA-based operators will be launching the latest CDMA2000ix phones with 3G services. Hutch is planning to slash SMS prices to Rs 1.commerce solutions. for example. To be sure. the number of SMS messages sent every month per subscriber is much lower than the world average of 40 and the Philippines' average of 200. for instance. streaming video and short video clip downloads. They could go up by leaps and bounds --. Expect too a range of e. 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".

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

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

The Yankee group estimates that China’s wireless data market will balloon to US $ 5. In the Philippines. In the US. In China.8 per cent of its revenues to come from data by 2002 end. . It expects as much as 40 per cent of mobile phone users to use data.6 billion in revenue.services) will more than double to 27 per cent of a cellphone service provider’s revenue in Europe by 2005. but the market could explode.72 million in 1999. mobile data has yet to catch on. i-Mode. Note too that around Asia and in the US. around 17 per cent of this will come from data carried on 2.68 billion by 2005 from only $ 2. 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. expects 25. be Asia. That’s because their services are cheaper and handsets are easily available and are more affordable. a cellphone service subscriber sends 11. thanks to low prices and the free SMS packages operators offer). Leading the mobile data charge will. cellular service providers get just two per cent of their revenues from data. SMS accounts for over 22 per cent of an operator’s revenue (on an average.2 SMS every day. DoCoMo’s sweepingly successful service in Japan. But the US mobile data market too is expected to grow substantially.5 G services have taken a lead over operators who offer GSM-based GPRS services in the mobile data arena. from around 11 per cent in 2002. if not dramatically. though the hot growth rates could plateau. however. What is more. CDMA-based cellular service operators who offer 2.5 and 3 G services.

Clearly. with the figure going up to 19.2 per cent of S K Telecom’s (which offers CDMA services) revenue will come from data by 2002 end. India’s cellular service providers will ignore the data business only at their peril. for instance. Morgan Stanley research research projects that 9. .8 million Koreans will subscribe to CDMA 2.5 G-based services.In Korea. It also believes that over 12.7 million by 2003.

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

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

the first family of handportale phones for all analog networks.The Nokia 100 series.The first manufacturer to launch series of handportable phones for all digital standards (GSM. fast access to corporate LANs. providing fully digital. the first digital handportable phone for GSM networks.Year 1991 The first manufacturer to have a large-scale production-ready GSM phone.The world's first digital cellular data products.The first European manufacturer to start selling mobile phones in Japan.The world's first genuine GSM call made using Radiolinja's network. supplied by Nokia. Japan Digital).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.Inmarsat made the world's first satellite telephone call with Nokia's pocket-size GSM handset. Year 1993 The first Personal Communications Network based on GSM 1800 standard delivered by Nokia. Year 1994 The first offical GSM call in the People4s Republic of China made on a Nokia phone on Beijing TA4s network.The world's first Data Communications Server (DaCS). PCN. Year 1992 The Nokia 1011. The Nokia 2100 was the world's smallest and lightest family of digital products. Year 1995 . including the Nokia PC Card and the Nokia Cellular Data Card. TDMA. supplied by Nokia.

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

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

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

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

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

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

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

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

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

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

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

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. 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.Q5.

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.Q8. Which is the most popular market player according to you? percentage of views 12% 10% 2% 47% Nokia Samsung Panasonic Sony Ericsson Others 29% Q9.

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

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. these service providers are a happy lot. We have no real estimate of the grey market and are in no position to plan ahead because of this. Make no mistake.5 million mark last month and despite threat of local competition from government-controlled players like MTNL. Their combined subscriber base has crossed the 2. On the one hand. the euphoria seems to have bypassed them! Be it the rugged Motorola. One would automatically expect the handset providers to be on Cloud Nine. Curiously. the sturdy Siemens or the highly sophisticated Ericsson. 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. they should benefit too. Things could not have been better for these global players as an Indian competition is yet to emerge in their territory and every time a mobile service provider lands a customer. 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. Says Ranjitjeev Singh." .ANALYSIS OF DATA Market leaders A paradoxical situation prevails in the fledgling cellular mobile services industry in India.

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

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

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

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

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

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

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

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

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

099) is one of the slimmest full featured phones on display in Indian shops. 128x128 pixels . images.2.2. the phone book supports up to 300 entries.399). Plus there’s MMS. triband GSM support. The calendar notes can take up to 250 entries and the Phonebook Memory (phone + SIM) up to 300 entries. The 6100 even has an electronic wallet. though it will be some time before people start using this feature in India.096-colour. Thanks to an ultra thin battery.player) to view internet media content. triband GSM. downloadable personal applications via Java technology. WAP 1. WAP 1. the Nokia 6100 (Price: Rs 20. temperature. delightful polyphonic ring tones. The 6100 sports a 4. The model also has an integrated FM radio. an integrated stereo FM radio. anytime. One of its main features is the multimedia messaging service (MMS) which allows users to incorporate sound. Another latest in the Indian market is the Nokia 6610 (Price: Rs 16. The 9210i Communicator effectively serves as an office in your pocket.299). SMS up to 150 text messages and calendar notes up to 250 entries. store and share pictures. weight and other measures) and a Portfolio Manager (to track stocks and other securities).1 Browser. Its triband GSM access means ability to connect anywhere in the world. It has an integrated digital camera allowing you to capture. Memorywise. Another model selling well in the Indian market is the Nokia 7250 (Price: Rs 26. and other rich content into their messages. Features include MMS. Plus there’s pre-installed Java applications on the Nokia 6610 which include a Converter (for currencies.1 browser. downloadable Java games.

Bluetooth wireless connectivity to other compatible devices. mobile Internet connectivity. Organiser and To-Do lists. Activating the side triggers sets the phone in motion. It has infrared and Bluetooth capabilities for connecting to PDAs and notebook computers. on top of your pre-requisite phone functions. The Nokia 8910 (Price: Rs 35.2 kilobits per second. whether you are typing SMS messages or viewing an MMS message. It has 3. its integrated digital camera can capture images at 640 x 480 resolution and the phone display can be used as a viewfinder. Also. .resolution screen and its large display is handy. The 7650 comes with only a WAP (Wireless Application Protocol) browser. limiting you to text-based content.399) is equipped with an integrated video player and a RealOne Player to download video clips. rising from the handgrip cover to put the many phone functions at your fingertips. The Nokia 3650 (Price: Rs 23.6 MB of memory to store files and applications. You can download new Java games and applications.499) is heavy on looks with a titanium casing and chrome finish keys. Nokia 7650 (Price: Rs 26. 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.999) is a phone and colour camera rolled into one with MMS capabilities. Features include Voice Commands.

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

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

to increase awareness in the market. Company should invest money on advertising through media. Policy of replacing problem arising sets should be done timely and the retailer should be accommodated immediately. 2.1. 6. 4. Some credit facilities should be given to good sales providing outlets. 10. Internet and personal selling to promote the products. More glow sign and broad should be installed. The company should try to influence the wholesalers of NOKIA in the city offering more profitable scheme and confidence building measures. 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. 9. Holdings on outlets and publication in the prominent magazines help in increasing its awareness among the consumer to evoke the demand of their brand. . 3. In metropolitan areas. 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. 11. 5. 7. The net and free sample scheme should be the same for net every retailers by the company. Contests sweep stakes and games should be arranged on regular basis for the consumer involving incentives and prizes. 8.

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

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

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

. Do you have Mobile Phone?  Yes  No 2. 1. Among the following of latest Nokia handsets.……….ANNEXURE QUESTIONNAIRE Name:………………………………………………………………… Age:…………………………………………………………………… Address:……………………………………………………………… ContactNo. which all have you heard about? (You can tick more than option also)  1100  2300  3650  7210  Engage  Communicator  7650  6610 and 6610i  6600 . 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.

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.  1100  2300  3650  7210  Engage  Communicator  7650  6610 and 6610i  6600  6. 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. Rank the following models of Nokia handsets in order of your preference for personal use.5.Which is the most popular market player according to you?  Nokia  Samsung  Panasonic  Sony Ericsson  Others 8. For how long you are using your handset? .

. ..... ... 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......