Prepared For: Mr.

Afzal Ahmed
Department of Business Administration Federal Urdu University of Arts, Science and Technology.

Prepared By: Kashif Abbas

Background
Pakistan is one of the world's fastest growing telecommunication markets with cellular subscribers around 125 million. A strong demand for mobile phones also led their higher imports which swelled to 60% in the last four months i.e. July-Oct. Overall spending on imports for all telecommunication equipment stood at Rs. 34.31 billion during month from July to October 2012. United Mobiles, an old and well known cell phone dealer in Pakistan, reported its monthly sales of 5 million in Karachi city only. Unbranded and China made cell phones hold total market share of 35-40% whereas branded cell phones, like Nokia and Samsung, are still enjoying the larger chunks of Market which is around 65-60%. By every passing day the competition in the cellular phone industry becomes tougher. Entry of many new rivals like HTC, Huwawi, Voice and G5 etc. has blurred the brand equity of Nokia in consumers' minds up to some extent. Due to all these facts it was felt necessary to evaluate Nokia's Current Brand Equity and for this purpose we have conducted a survey on Nokia's CBBE and findings of the survey are discussed in this paper.

Purpose
The paper aims to evaluate the brand equity of Cellular Phones of Nokia and to explore the four brand equity components of Nokia -Brand Awareness, Brand Association/Meaning,Perceived Quality and Brand Resonance-in Cellular Phone market so that appropriate strategies should be suggested to strengthen the customer-based brand equity (CBBE) Of Nokia.

Methodology
This study used a sample of 30 actual customers from Indore city who are the users of the selected Brand. Their responses were collected through structured questionnaire.The questionnaire was used because they have items designed to elicit the information on the research interest and they have protocol for recording the responses. Questionnaire was typed and presented to respondents in an arranged manner.Respondents represent different age groups, education status and socio economic profile.The brand selected for study is Nokia.

Findings
The findings in this paper support the model of customer-based brand equity i.e.Kevin L. Kellers Pyramid of CBBE.The principal contribution of the survey is that it provides important insights into the development and measurement of customer based brand equity.All values given in thisreport are percentages unless otherwise specified.

Limitations of the Survey

Further research shall be done to examine brand equity across of the different firms. This will give the opportunity to make comparisons among the companies & their offers. As this research had done in urban area with small number of respondents so, furthermore, brand equity evaluation is also suggestive in urban rural areas on large scale.

DISCLAIMER- This report is for Public Debate and not for strict policy
measures or decisions. The researcher does not take any responsibility for any loss or profit arising out of Public or Private Use of this report or its findings.

Section One -- Identity of the Respondents

Question-1: Gender. Male Female Total Question-2: Age. 20 10 30

Age Group
3%

16%

7% 20%
16 - 20 21 - 25 26 - 30 31 - 35 36 - 40

17%

37%

Above 40

Question-3: Profession.

Profession
28% 37%
Student Self Employed Employed

24% 11%

Other (Parttime)

Question-4: Income Level.

Income Level
3% 8% 12% 20%
6000 - 10000 11000 - 15000 16000 - 20000

23%

34%

21000 - 25000 26000 - 30000+ No Income

Section TwoValuation of the Nokias Brand Equity

Question-5: Youre using Cellular phones for?

Timeline
30

26

Respondents

15 Respondents

03 01
0

20 years

15 years

10 years

05 years

Years

Question-6: Which was your First Cellular Phones?

Made of First Mobile

30

Respondents

20

15 10 6 0 Nokia Motorola Sony Ericson Samsung Other 7 1 1

Respondents

Manufacturers Question-7: Youre current Cell phone is?

Most Purchased Cell Phones

20% 7% 43%
Symbian Smart Phones Windows

30%

Java

Comparative Data
Platform
Symbian Smart Phones Windows Java

Series
C, N Series and E Series Asha and X Series Lumia Series All Others (Excluding Above) Total

Respondents Percentages
13 09 02 06 30 43% 30% 07% 20% 100%

Question-8: Youre a ________ Cell Phone user?

Usage Frequency
14% 31%

Heavy Medium Light 55%

It should be noted that there by the term Heavy User we means a user who utilize his/her mobile for hours not less than 12 hours, similarly MediumUser is a user who use his/her mobile for at least 8 hours and Light User who use only for 5 hours.Also using means utilizing any feature of mobile and should not be understood as using only forCalling and/or Messaging Purpose. Question-9: Your Nokia is?

Brand Meaning
30

Respondents

15

13 09 06
0

Number of Respondents

02

Cell Phone

Pocket PC

PDA

Smart Phone

Category

Question-10:Does Nokia offers you advantages that other mobile phones can't?

Brand Perception
13%

30%

57%

Yes No May Be

Comparative Data
Gender
Males Females Total

Yes
11 06 17

No
06 03 09

May Be
03 01 04

Total
20 10 30

Question-11: Evaluate the followings:

Comparative Data
Rating Features
1. User Friendly 2. Style 3. Quality 4. Price 5. Durability 6. Battery Life 04 02 09 07 06

Poor N
-

P
13% 07% 30% 23% 20%

Good N P
24 22 17 15 18 21 80% 74% 57% 50% 60% 70% 20%

Best N
06 04 11 06 05 03 -

P
20% 13% 36% 20% 16% 10% -

Total N P
30 30 30 30 30 30 30 100% 100% 100% 100% 100% 100% 100%

7. Customer Support 24 80% 06 N = Number of Respondents, whereas P = Percentage.

Question-12: What are the usage situations of your Cell phone?

Usage Situations
30% 24
Calls/SMS/MMS Radio/Music Internet/Socializing Taking Pics/Videos All Above

10% 13% 23%

Comparative Data
Utility Calls/ Radio/ Sex SMS/MMS Music
Males Females Total 04 03 07 02 01 03

Internet/ Taking Pics/ Socializing Videos

05 02 07 03 01 04

All Above
06 03 09

Total
20 10 30

Question: 13. Cell phones of Nokia are Innovative Ones?

Brand Perception
17% 54%

Yes No May Be

29%

Comparative Data
Gender
Males Females Total

Yes
10 05 15

No
06 03 09

May Be
04 02 04

Total
20 10 30

Question: 14.Cell phones of Nokia are meeting current trends in mobile phone manufacturing market?

Brand Perception
5% 15%

Yes
80%

No May Be

Comparative Data
Gender
Males Females Total

Yes
16 08 24

No
03 01 04

May Be
01 01 02

Total
20 10 30

Question: 16. Why you preferred Nokia?

Brand Resonance
10% 12% 23% 9% 46%

Recommended by Friends/Family Due to its Advertisements It is Reliable and Durable It is Easy to Use All Above

Comparative Data
Respon-dents
Males Females Total

Recomm-ended
05 02 07

Due to TVCs
02 01 03

Reliable Durable
09 05 14

Easy to Use
02 01 03

All Above
02 01 03

Total
20 10 30

Question: 16. Does price matters you most?

Brand Resonance
20%

Yes
80%

No

Comparative Data
Gender
Males Females Total

Yes
16 08 24

No
04 02 06

Total
20 10 30

Question: 17. Would you like to exchange your Nokia with any other brand with a small price difference?

Brand Resonance
31%

Yes, I will
69%

No, I will Not

Comparative Data
Gender
Males Females Total

Yes
06 03 09

No
14 07 21

Total
20 10 30

It must be noted that in this question by the term Exchangewemean trading respondents mobile with the new mobile of any other brand having same featuresas in old mobile on a small price difference (say 1500).

Question: 18: Would you like to shift to any other Cell phone if Nokia raises its price level?

Brand Resonance
45% 55%

Yes, I will No, I will Not

Comparative Data
Gender
Males Females Total

Yes
11 06 17

No
09 04 13

Total
20 10 30

Question: 18. Share your suggestions with Nokia. On this question we had received numbers of suggestions, nevertheless, many suggestions were linked to each other up to some extent and few were same as stated by other respondents. We have generalize them into a list, adapting the most relevant suggestions, to save the time and space. Here are themost relevant andmost shared suggestions. Pricesof Cell Phones Need an Urgent Deflation. Improve Battery Life. Need to Focus on After Sales and Services Activities. Internal Memory of the Mobile Should be Improved. Camera Result and Voice Quality is Bad and Require Attention. Make More Convenient to Use Cell Phones.

Recommendations
If we see the total Brand Equity of Nokia then it is clear from above data that Nokia is still in strong position that means new entrants are failed toaffect Nokias Brand Equity to a sufficient level, however, that should not be construed as there is nothing to be worry about. In fact Nokia, itself, believes there is always enough room to improve and innovate. After a careful investigation of the above data we are now in position to suggest our recommendation for Nokia. So lets began with the first thing first.

1.

User Friendly Devices.

It is one of the basic purposes of technology to make life easy and the same is valid for telecommunication industry. To Nokia, Adding more features/apps can enhance Cell Phones overall performance but on the same time it detriment the ease of use. Our recommendation for Nokia is to add only those features that are necessary for the productivity and leave the rest in order to make more user friendly devices.

2.

Updating In the Air.

Another important recommendation is that, it is found that Nokia doesnt easily update their Cell Phones Firmware. Their user must have to visit their customer support centre to update firmware version of their Mobile Although Nokia provides option to download and install latest firmware through Nokias Ovi PC Suit but the problem is the installation process often end up with error massages.

3.

Charge For the Product Not The Brand Equity.

It is also found by the above paper that Nokias customers are gradually switching to other brands like HTC and Samsung, reason behind this is higher prices charged by Nokia. Many customers have felt that Nokia is charging for their Strong Brand Equity and not for the product/service theyre offering. Since customers became more price centric so Nokia must give a serious attention to it.

4.

Energy Efficient Long Lasting Battery.

Last but not least, in a country like Pakistan which is facing energy crises right now, customer is looking for electronic devices that are highly energy efficient. Keeping this point in mind, Nokia should manufacture Cellular Phones with good battery time.