My summer training with Nokia Company Limited would not have
been possible and the learning experience would not have been the same without the guidance and care of certain people. Survey is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspections and perspirations, its not easy to achieve anything. There is always a sense of gratitude, which we express to others for help and the needy service they render during the different phases of our lives. We would like to do it as we really wish to express my gratitude toward all those who have been helpful us directly or indirectly during the development of this project.
First of all we wish to express our profound gratitude and sincere thanks to our esteemed learned principal MRS. ADITI DEY and head of bachelor of business administration department head Mam JOYITA DAS GUPTA always help and guide us when we needed help. Her perceptive criticism kept us working to make this project more full proof. We are thankful to her for encouraging and valuable support. Working under her was an extremely knowledgeable and enriching experience for us.
We are very thankful to her for all the value addition and enhancement done to us. No words can adequately express our overriding debt of gratitude.To my parents whose support helps us in all the way. Above all we shall thank our friends who constantly encouraged and blessed me so as to enable us to do this work successfully.
INTRODUCTION
This Project deals with Various Marketing Strategies used in Mobile Industries. This Project mainly focuses on Various Strategies that are been used by Nokia Co Ltd in the Market.
Title of the Study:-
The present study is titled as A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES
The study is made with special reference to NOKIA PRIORITY DEALER SHOP (Bhagalpur Branch)
Period of the Study:-
The period of the present study of 3 rd of October to 3 rd of November, 2013 (1 month)
Data and Methodology:-
For the purpose of the present study, both primary data and secondary data were used. Primary data is collected by visiting NOKIA PRIORITY DEALER SHOP [BHAGALPUR Branch] Secondary data are collected from Books, Internet, Magazines.
Objective of the Study:-
The objectives of the present study:- 1) To get the better view of Various Marketing Strategies used in Mobile Companies. 2) To know the facilities provided by Nokia Company to its Customers. 3) To know the special schemes designed by the Nokia Company and especially for the benefit of the Customers.
Limitations of Study :-
1) The study is based on the information provided by Nokias Mobile Strategy. 2) The present study suffers from all the limitations of case study method.
INTRODUCTION OF NOKIA COMPANY
The company I have chosen to analyse in my project is the Finnish mobile phone giant NOKIA. This project tells us briefly what Nokia actually is, its company structure and overall view on the size and sales of the company and also the various marketing strategies followed by them. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. In addition, there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and Technology Platforms
Nokia was one of the leading mobile phone makers till 2010 but pressure from Googleandroid and Apples iphone started to increase resulting in a decline in market share of finnish company.
In 2011,Nokia announced that it will partner with Microsoft to bring windows phone devices to the market. It effectively killed its own operating system, symbian and Meego. The year marked the announcement of only Meego device till date the Nokia N9.
Nokia started selling its windows phones by the end of 2011 but the company failed to gain major traction this making losses. In 2012, Nokia brought its first 41 MP camera phone, Nokia 808 pureView, the last symbian device.
In 2013,the Lumia 1020 was launched with windows phone 8 and a 41 MP camera. The windows phone market share increased but losses continued which resulted in Nokia selling its devices and service branch to Microsoft. The acquisition was recently completed. Nokia now owns Here Maps services, advanced technologies and Nokia solutions network.
In 2014, Post-acquisition As part of the deal, a number of Nokia executives joined Microsoft.
Stephen Elop became the head of Microsoft's devices team (which include products such as Xbox and Surface); Risto Siilasmaa replaced Elop as interim CEO, before the appointment of Rajeev Suri.
Following the sale, Nokia will focus on three core business units; its Here mapping service (which Microsoft will license for four years under the deal), its infrastructure division Nokia Solutions and Networks (NSN), and on developing and licensing its "advanced technologies". In October 2013, a month after the acquisition announcement, Nokia predicted a more profitable future for its NSN networks equipment business, which became the company's main business.
Nokia announced several products after the announcement of the sale, such as the Nokia Lumia 2520 tablet, and the Nokia X family, at MWC 2014.Steven Elop unveiling the Nokia X in February 2014.
Nokia's history started in year 1865, when engineer Fredrik Idestam established a wood-pulp mill in Southern Finland and started manufacturing paper. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. In 1895 Fredrik Idestam handed over the reins of the company to his son-in-law. Nokia was actually founded in 1965 by Fredrik Idestam in Finland as a paper manufacturing company. In 1920, Finnish Rubber Works became a part of the company, and later on in 1922, Finnish Cable Works joined them. All the three companies were merged in 1967 to form the Nokia Group. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone, Mobira Cityman in 1987. The company delivered the first GSM network to Radkilinia, a Finnish company in 1991, and in 1992, Nokia1011 - a precursor for all Nokias current GSM phones - was introduced. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two core businesses - mobile phones and telecommunications networks. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT.
The company focuses on two core businesses - mobile phones and telecommunications networks. Nokia's history contains many achievements that were the first of their kind in the world. Many milestones have been experienced in the mobile phone business since the 80s. The success with the NMT and GSM technologies and the products they spawned secured Nokia's position as the world's leading telecommunications company. The list of Nokia's milestones provided a good insight in the history of wireless communications. Nokia has been involved in making the world's first NMT network and the world's first pocket-sized mobile phone.
The world's first device to use the Symbian OS was also produced by Nokia. Nokia was able to offer advanced products from the beginning of the 90s. Early investments in R&D were thus handsomely rewarded. Nokia ensured its continued growth by reforming its production in the middle of the 90s. The new phone models and standardized technical solutions made it possible to produce an increasingly extensive product range more effectively. The extensive range of mobile phone models, covering all user groups, is one of the reasons why Nokia became the market leader.
INTRODUCTION TO MARKETING
"Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives" The new definition of marketing, as released by the American Marketing Association is:- Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others"-The Mission of marketing is satisfying customer needs.
FUNCTION OF MARKETING
Advantages:- identifies needs and wants of consumers determines demand for product aids in design of products that fulfill consumers needs outlines measures for generating the cash for daily operation to repay debts and to turn a profit identifies competitors and analyzes your product's or firm's competitive advantage identifies new product areas identifies new and potential customers allows for test to see if strategies are giving the desired results
Disadvantages :- identifies weaknesses in your business skills leads to faulty marketing decisions based on improperly analyzed data. creates unrealistic financial projections if information is interpreted incorrectly identifies weaknesses in your overall business plan
NARKETING RESEARCH ADVERTISING AND SALES PROMOTION PUBLIC RELATIONS SELLING PAYMENT BY CASH OR CREDIT Levels of Marketing Strategic Marketing attempts to determine how an organization competes against its competition in a market place. In particular, it aims at generating a competitive advantage relative to its competition. Operational Marketing executes marketing functions to attract and keep customers and to maximize the value derived from them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the marketing mix.
The Social Function of Marketing in modern society production and consumption are apart from each other. Marketing connects them. From the societal point of view, marketing is a philosophy which shows how to create effective production systems and consequently prosperity. Business is a subsystem of society, which has both a social and economic role. Thus a company must operate in a way that will make possible the production of benefits for society and at the same time, produce profits for the company itself.
The role of marketing in society means also responsibilities. In addition to economic and social responsibility, ecological responsibility is nowadays emphasized. The Traditional and Integrated Functions of Marketing Traditionally, marketing has been seen as a link between production and customer. The situation could be captured better by using the term selling. Selling is associated to the so- called "Production and Sales Eras of Marketing"
Slogans:- "Make what you can make" and "Get rid of what you have made" describe the traditional view of marketing and selling. Marketing was born out of a need to take better into consideration the demand factors in production planning.
Market Segmentation Market segmentation is one of two general approaches to marketing; the other is mass-marketing. In the mass-marketing approach, businesses look at the total market as though all of its parts were the same and market accordingly. In the market- segmentation approach, the total market is viewed as being made up of several smaller segments, each different from the other. This approach enables businesses to identify one or more appealing segments to which they can profitably target their products and marketing efforts.
The Market-Segmentation process involves multiple steps. The first is to define the market in terms of the product's end users and their needs. The second is to divide the market into groups on the basis of their characteristics and buying behaviours. Possible bases for dividing a total market are different for consumer markets than for industrial markets. The most common elements used to separate consumer markets are demographic factors, characteristics, geographic location, and perceived product benefits.
Demographic Segmentation involves dividing the market on the basis of statistical differences in personal characteristics, such as age, gender, race, income, life stage, occupation, and education level. Clothing manufacturers, for example, segment on the basis of age groups such as teenagers, young adults, and mature adults. Jewellers use gender to divide markets. Cosmetics and hair care companies may use race as a factor; home builders, life stage; professional periodicals, occupation; and so on.
Psychographic Segmentation is based on traits, attitudes, interests, or lifestyles of potential customer groups. Companies marketing new products, for instance, seek to identify customer groups that are positively disposed to new ideas. Firms marketing environmentally friendly products Firms marketing environmentally friendly products would single out segments with environmental concerns. Some financial institutions attempt to isolate and tap into groups with a strong interest in supporting their college, favorite sports team, or professional organization through logoed credit cards. Similarly, marketers of low-fat or low-calorie products try to identify and match their products with portions of the market that are health-or weight-conscious.
Geographic Segmentation entails dividing the market on the basis of where people live. Divisions may be in terms of neighborhoods, cities, counties, states, regions, or even countries. Considerations related to geographic grouping may include the makeup of the areas, that is, urban, suburban, or rural; size of the area; climate; or population. For example, manufacturers of snow-removal equipment focus on identifying potential user segments in areas of heavy snow accumulation. Because many retail chains are dependent on high-volume traffic, they search for, and will only locate in, areas with a certain number of people per square mile.
Segmentation of nokia and segmentation model followed by competitors Connecting people! Nokia, arguably the biggest player in the world, has divided the market into four segment as far as Nokia is concerned consists of:- * Hi Fliers:- 'Hi-Fliers', corporate executives who use a mobile phone to increase productivity at work. Aged between 25-45, the segment looks for data transmission and other business-related features. In most cases, the company sponsors the handset, hence price is not a major consideration.
* Trendsetters:- In any technology adoption cycle, the first segment to adopt an emerging technology is dubbed as 'the early adopters'. For Nokia, these early adopters are 'Trendsetters' who are most receptive to advanced models. This was the segment at which WAP- enabled models were aimed.
* Social contact:- The third segment for Nokia is the upwardly mobile, socially-conscious segment that uses a mobile to stay in touch. Today's youth and affluent housewives constitute two major chunks of the segment
* Assured:- The fourth and last segment as defined by Nokia comprises of CEOs, high-profile celebrities, industrialists and other high "net worth individuals. The fact that the segment cannot do without a mobile phone makes it the 'assured' segment.
MARKETING STRATEGIES STRATEGY is a very broad term which commonly describes any thinking that looks at the bigger picture. Successful companies are those that focus their efforts strategically. To meet and exceed customer satisfaction, the business team needs to follow an overall organizational strategy. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does. Strategy is the way in which a company orients itself towards the marketing which it operates and towards the other companies in the market place against which it competes. It is a plan an organization formulates to gain a Sustainable Advantage over the competition.
Price / Selling Effort Strategies:- A firm that follows a skimming strategy seeks to be the first to introduce a product with very good performance, selling it to the innovator market segment and charging a premium price for it. It makes as much profit as possible, then moves on when the competition arrives. The price is likely to fall over time as competition is encountered. Such a skimming strategy contrasts with a penetrating strategy, which seeks to gain market share by sacrificing short-term profits, and increasing the price over time as market share is gained. Competitors have certain strengths and abilities. To succeed, a firm must leverage its own unique abilities. A firm should prepare defensive strategies before potential threats arrive. If the competition surprises a firm with the introduction of avastly superior product, the firm should resist the temptation to proceed with its mediocre product. A firm never should introduce a product that is obsolete when it hits the market. The competition's probable response to a firm's actions should be considered carefully.
NOKIAS VARIOUS MARKETING STRATEGIES Local services easily: With the Nokia Local Marketing Solution, consumers will be able to easily discover and easily initiate services. A phone call to the nearest taxi stand, opening a WAP or HTTP connection to the local movie theatre portal can be made with just a few clicks. Rather than having to browse through multiple menus, the special application in the phone makes it possible for the consumer to discover locally relevant services from service advertisements collected in the background by the special phone application while the consumer moves around.
PROMOTIONAL STRATEGIES:- "Push or Pull" Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull". PUSH:- A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Car phone Warehouse.
Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.
Pull:- A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
FOUR PS :- In popular usage, "Marketing" is the promotion of products, especially Advertising and Branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centered. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language.
The Four Ps are: Product : The product aspects of marketing deal with the specifications of the actual good or service, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Pricing : This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or service, e.g. time, or attention.
Promotion: This includes advertising, Sales promotion, Publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.
Placement : refers to how the product gets to the customer; for example, point of sale placement or Retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, businesspeople), etc.
CONCLUSION
From the Above Project I Had Come to this Conclusion That Nokia has Implemented Various Strategies in Developing It Products on a Large Scale & Becoming No.1 Leader in The World of Mobile Phones. Nokia has used various Techniques to implement its products into the market. As per my Opinion Nokia had introduced various schemes to attract people & gain more goodwill into market. I would like to conclude that Nokia had been launching various new products & Strategies throughout the year but still it is the No.1 brand leader in Mobile Phones. Many people around the globe are purchasing Nokia phones as they are very cheap, good & efficient to operate. Nokia had used various marketing strategies to enhance its products into market & also they have used better & efficient market segmentation strategies to market its products according to various segments of customers in the market. Nokia as such has used all Modern & Good techiques to tackle problems of customers in market. Customer Care & Feedback is also given more importance to increase the sales of product. Better, Efficient & Advanced Techniques are used to increase the sales of product. Also Nokia is largest manufacturer of mobile phones in India & also the No.1 Leader in it. Various Promotional Strategies are being enrolled into the market to promote the products. New Models & their Strategies are being well utilized to enhance the product.
RECOMMENDATIONS
I would like to Provide Certain Recommendations towards this Project Report. There are various Recommendation required to be done in this Report. They are as Follows:-
1) I would like to suggest that the Marketing areas for Sales should be increased. They should try to adopt new strategies to regain wholesales force in the market. 2) As far as Launching of New Models is concerned, The Company should try to offer sales of such products at a affordable Price. 3) The Company should try to bring attractive offers & discounts to the customers to make them more Brand Loyal towards them. 4)Research should be carried out on a large scale & in selected areas.
CONTENT
SERIAL NO TOPIC PAGE NUMBER 1 INTRODUCTION A) Mobile Marketing Strategies in India B) Company profile C) Product profile 6 7
8 11 2 Project Design A) Analysis of data B) Research design C) Objectives D) Methodology
3 Marketing View A) Competition analysis B) Swot analysis C) Tabulation
4 Conclusion & Recommendation A) Quesstionnair B) Reference
COMPANY PROFILE Type: Public company Traded as OMX: NOK1V, NYSE:NOK Industry: Telecommunications Internet Computer software Founded: Tampere, Finland , Russian Empire(1865) incorporated in Nokia(1871) Headquarters: Espoo, Finland Area served: Worldwide Key people: Jorma Ollila (Chairman) Stephen Elop (President & CEO) Products: Mobile phones Smartphones Mobile computers Services: Maps and navigation, music, messaging and media Software solutions Revenue: 38.65 billion (2011) Operating income: -1.073 billion(2011) Net income: -1.164 billion(2011) Total assets: 36.20 billion(2011) Total equity: 11.87 billion(2011) Employees: 134,171(2013) Divisions: Mobile Solutions Mobile Phones Markets Subsidiaries: Nokia Siemens Networks Website: Nokia.com
HISTORY OF NOKIA Established in 1865 as a wood-pulp mill by KnutFredrik Ides tam on the banks of Nokian virta River in Finland.Finnish Rubber Works acquired Nokia Wood Mills,Telephone and Telegraph Cables.Nokia Corporation created - 1967 -paper products-car tires- personal computers-cables. Nokia began developing the digital switch which became a success.1991 Nokia - agreements to supply GSM networks nine European countries. August 1997 Nokia - GSM systems to 59 operators in 31countries. FUTURE OF NOKIA By the year 2012 a quarter of all content will be user-generated and passed between friends, rather than being created and distributed by today's media brands, according to interviews with "trend-setting consumers. The Future Laboratory spoke to 9000 consumers on behalf of Nokia, all of whom are described as "active users of technology" and thus can be trusted to tell us what the world's going to look like. As Nokia's Vice President, Multimedia, Mark Selby describes it thus:"We think it will work something like this; someone shares video footage hey shot on their mobile device from a night out with a friend, that friend takes that footage and adds an MP3 file - the soundtrack of the evening - then passes it to another friend. That friend edits the footage by adding some photographs and passes it onto another friend and so on."All of which will be done on their mobile phone, obviously. Driving users to prefer content mashed up by friends, as opposed to professionally- produced, are four trends which The Future Laboratory and Nokia have identified through their research. Immersive Living reflects the way people are always on-line, while Geek Culture is are reflection of how everyone wants high-tech toys these days - atleast, all the people interviewed for this studys technology for girls -apparently not just technology for boys painted pink and Localism sees users taking pride in content produced by their locality. All in all it's remarkable how closely this research matches Nokia's ideal vision of the future. Consumers using mobile phones to create and mashup content, taking power away from the media brands and placing it in the hands of those running the portals and controlling the mobile user experience. The Vision of Nokia:- Our vision is a world where everyone can be connected. Our vision is to ensure that 5 billion people are always connected at any given point and to achieve 100fold more network traffic. Nokia Today:- Head office in Finland; R&D, production, sales, marketing activities around the world. Worlds #1 manufacturer of mobile devices, with 38% share in 2007 1,12,262employees. Sales in more than 150 countries.
DIFFERENT TECHNOLOGY:- Bluetooth Technology, GPRS Technology, EDGE Technology, JAVA Technology, MMS Technology, Mobile Browsing Technology Product :- Historically, the thinking was: a good product will sell itself. However there are no bad products anymore in today's highly competitive markets. Plus there are many laws giving customers the right to send back products that the perceives as bad. Therefore the question on product has become: does the organization create what its intended customers want? Define the characteristics of your product or service that meets the needs of your customers. Functionality :-
functionality quality appearance packaging brand service support warranty
SOME OF THE MODEL THAT NOKIA OFFERS ARE :- Available at the right place, at the right time, in the right quantities. Some of the recent major changes in business have come about by changing Place. Think of the Internet and mobile telephones.
logistics channel members channel motive marketing coverage service levels internet accessibility SAMSUNG PROFILE Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand and are the largest South Korean chaebol. Samsung produces around a fifth of South Korea's total exports and its revenues are larger than many countries GDP, In 2006, it would have been the world's 35th-largest economy. The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River
In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They sold businesses to relieve debt and cut employees down lowering personnel by 50,000. But thanks to the electronic industry they managed to curb this and continue to grow. The history of Samsung and mobile phones stretches back to over 10years. In 1993 Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and it was available on CDMA networks. Samsung has made steady growth in the mobile industry and are currently second but competitor Nokia is ahead with more than 100%increase in shares.
Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobile sand other mobile devices such asMP3players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea. In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world. Its market share was 14% in Q4 2007, growing up from 11.3% inQ4 2006. At the end of November 2011, Samsung sold more than 300million mobile devices and set still in second after Nokia with 300.6million mobile devices sold in the first three quarter of 2011.
Subsidiaries and affiliates of Samsung Company As of April 2011, Samsung Group was comprised of 59 unlisted companies and 19 listed companies, all of which had their primary listing on the Korea Exchange stock exchange Company Symbol : Samsung Corporation
Samsung Vision:- Samsung India's Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. its role as a purveyor of quality products in India, Samsung seeks to But beyond contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured employment for hundreds of Indian people.
At Samsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving the min their own quality systems and production processes and setting benchmarks for the industry both in terms of after sales service for our products, quality systems and management techniques at our facilities or our products themselves.
At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an 'Indian Company' operating here, conforming to the laws of the country and committed to working for the Indian community. We want and to be seen as the 'Most Respected' Indian Company. RESEARCH METHODOLOGY Research is the systematic and objective search for the analysis of the information relevant to the identification and solution of any problem in the field of channel development. The objective behind this project was to get a deep insight into the answers.To the questions what are the general problem faced by the subscribers and what they expect from mobile handsets providers and study of current mobile market. The object of the survey was the mobile users of various mobile companies. The essence of research conducted by us is to analyze the present market position of nokia & Samsung mobiles among its competitors and the problem which are being faced by customer, wholesaler, and retailers. The eventual objectives are to suggest some recommendation to the company so as to enable them to increase their market share. Only in analyzing my sample follows no conventional method. The total analyze is based on the internees the question put on before our sample size. A research of this cant be done all once through large area in limited time so NABHA has been selected for research. INTRODUCTION :- According to prof. Philip Kotler,Marketing research is the systematic design, collection, analysis and reporting of the data and finding relevant to specific marketing situation facing the company.Marketing is restless, changing dynamic field. Since 1920 many important and dramatic changes have taken place in marketing, thousand of new products including those of entries of new industries such as automobiles, electronics and computer, textiles, walk product etc. Have prepared in the market. The market orientations have changed from production to market.
RESEARCH OBJECTIVES:- Get knowledge about Nokia mobiles and Samsung mobiles. Customer satisfaction about using their handset. Sale of products. Know about sale pattern. DEVELOPING THE RESEARCH PLAN The second step of marketing research process calls for developing the most efficient plan for gathering the need information. While designing a research plan we have to take decisions regarding data sources, search approached, search instruments, sampling etc. There are two plan contact which are as follows:- 1. DATA SOURCE There are two type of data source: Primary data Secondary data Primary data :- Personal interviews are conducted which enable collection of oral verbal response. This is fact to face contracted with structured or sometime even unstructured patterns. This helps in obtaining indent information. Secondary data:- Secondary data can be obtained from different magazines and annual reports, financial documents referred. 2. RESEARCH APPROACH SURVEY METHOD:- Survey are best suited for descriptive research companies which undertake surveys to learn about peoples knowledge, preferences, satisfaction etc to measure these magnitude in general population. While observation and tours are best suited for exploratory research which is not the case of our study. 3. RESEARCH INSTRUMENT QUESTIONNAIRE :- A Questionnaire is prepared and use to collect the information. The majority of questions are close ended. Questionnaire is distributed to people to know about their preferences, quality, demand etc. this is one of the easiest method of collecting information. 4. SAMPLING PLAN:- After deciding on the research approach and instrument, we must design a sampling plan. This plan calls for three decisions. Sampling unit:- Here we define what is to be surveyed i.e. the target population that will be sampled. In our case the journal public in cities & towns come under the sampling unit. Sample size:- Large sample give more reliable results. In our study 100 customers were surveyed in NABHA. Sampling Procedure:- Area sampling is using because it is not practically possible to visit all places of India therefore NABHA chosen for survey. 5. CONTACT METHOD :- In this decision is taken that how the object should be contacted i.e. whether by mail questionnaires, telephone, interviews. In our research personal interview is the most convenient and reliable method.
6. COLLECTION OF THE INFORMATION:- The data collection phase of the marketing research is most expensive and most error prone process. There can be error some respondent can give biased or dishonest answer from collection of information. The researcher personally goes to customer to collect the reliable data. Here all knowledge of the researcher about that field comes to test the ingenuity of the research. Here we got the experience of working professionally and independently on the road which gives some taste of practical marketing. We also got a lot exposure about the market. The present study undertake is descriptive in nature and in this study questioning people with regular expertise in that are being used. Limitations of Research:- Every study, no matter how well it is conducted, has some limitations. This is why it does not seem reasonable to use the words "prove" and "disprove" with respect to research findings. It is always possible that future research may cast doubt on the validity of any hypothesis or the conclusions from a study. The research was subjected to following limitations:- The survey can not be termed 100% accurate due to lack of time. The lack of candidates of respondent towards answering the questionnaire in few cases may have reduced the accuracy of survey to some extent. There is more measure to check out whether the information provided by the consumer is correct or not.
Objectives of the Study The subject matter for this research Project is to study the consumer behavior towards the NOKIA mobiles. This project consists of different objectives. They are as follows :- To know about the consumer preference level associated with NOKIA mobiles. To find out the customer satisfaction towards NOKIA. To know which advertisement media puts more impact on the buying decision of customer. Determining the consumer behavior towards NOKIA
ANALYSIS & INTERPERATION
1. Which mobile set is the best?
ANSWER
NO .OF PEOPLE
NOKIA
60
SAMSUNG
40
INTERPRETATION Out of 100 respondents 60 says Nokia mobile phones are best while40 were says Samsung.
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 NOKIA SAMSUNG OTHER NO OF RESPONDENT
Q2: WHY DO YOU PREFER NOKIA OR SAMSUNG? ANSWER NO OF PEOPLE FEATURE 36 QUALITY 12 LOOK 37 PRICE 15
INTERPRETATION Out of 100 respondent 36 prefer their mobiles for features, 12 prefer look , 37 prefer their mobile quality & 15 prefer their price in the market.
36% 12% 37% 15% NO OF PEOPLE FEATURE QUALITY LOOK PRICE Q 3: WHICH PROVIDE YOU BETTER TOUCH? ANSWER NO OF PEOPLE NOKIA 53 SAMSUNG 47
INTERPRETATION :- Out of 100 respondent 53 says Nokia touch is better while 47says Samsung.
NOKIA SAMSUNG NO OF PEOPLE NOKIA SAMSUNG Q 4: WHICH AMPONG HAS MORE FEATURE?
ANSWER
NO OF PEOPLE
NOKIA
61
SAMSUNG
39
INTERPRETATION Out of 100 respondent 61 says Nokia has more features rather than Samsung.
61% 39% NO OF PEOPLE NOKIA SAMSUNG Q 5: ARE YOU STATISFIED WITH NOKIA OR SAMSUNG?
ANSWER
NO OF PEOPLE
NOKIA
78
SAMSUNG
22
INTERPRETATION Out of 100 respondent 78 respondents are satisfied with their particular mobile while only 22 were not satisfied.
0% 10% 20% 30% 40% 50% 60% 70% 80% YES NO SERIES 1 78% 22% 78% 22% 0 N O
O F
R E S P O N D E N T
SERIES 1 78% 22%
Q 6:- WHAT WILL YOU PREFER IN NOKIA LUMIA 800 OR SAMSUNG NOTE?
ANSWER NO OF PEOPLE NOKIA PRICE LESS THAN SAMSUNG NOTE 34 NOKIA LOOK THAN SAMSUNG 54 WEIGHT 12
INTERPRETATION :- Out of 100 respondent 34 prefer Nokia Lumia 800 because their price less than Samsung Note, while 54 prefer their models because of their Look & 12 respondents prefer their models for weight.
PRICE 34% LOOK 54% WEIGHT 12% NO OF PEOPLE PRICE LOOK WEIGHT
Q 7:- WHICH PROVIDE BETTER BATTERY BACK UP?
ANSWER NO OF RESPONDENT NOKIA 69 SAMSUNG 31
INTERPRETATION :- Out of 100 respondent 69 says Nokia provides better battery back-up while 31 says Samsung.
NOKIA SAMSUNG NOKIA SAMSUNG
Q 9:- WHICH PROVIDE MORE ACCESSORIES WITH IT? ANSWER NO OF RESPONDENT NOKIA 55 SAMSUNG 45
INTERPRETATION :- Out of 100 respondent, 55 says Nokia provide more accessories with it while only 45 says Samsung provide more accessories with it.
55% NOKIA
45% SAMSUNG NO OF RESPONDENT NOKIA SAMSUNG Reference Marketing research G.C.Beri Research Methodology C.R.Kothari Principal of Marketing Philip Kotler.
WEB RESOURCES:- www.nokia.com www.samsung.com www.google.com www.yahoo.com www.scribd.com www.thestalwart.com
Q 10. WHICH GIVES BETTER CAMERA QUALITY?
ANSWER NO OF PEOPLE NOKIA 55 SAMSUNG 45
INTERPRETATION :- Out of 100 respondents 62 says Nokia gives better camera quality while only 38 respondents Samsung gives better camera quality.
55% NOKIA 45% SAMSUNG NO OF PEOPLE NOKIA SAMSUNG Q 11 :- WHICH MODEL IS COMFORT CARING?
ANSWER NO OF PEOPLE NOKIA 67 SAMSUNG 33
INTERPRETATION :- Out of 100 respondents 67 says Nokia mobiles are comfort caring while only 33 says Samsung mobiles are comfort caring.
0% 10% 20% 30% 40% 50% 60% 70% NOKIA SAMSUNG NO OF PEOPLE Q 12:- WHAT DO YOU LIKE IN BRAND YOU CHOOSE?
ANSWER NO OF PEOPLE FUNCTION 26 ADVERTISEMENT 20 BRAND NAME 19 QUALITY 19 PRICE 14 APPEARANCE 02
INTERPRETATION :- Out of 100 respondents 26 like their brand because of their functions, 20 respondents choose their brand because of Advertisement,19 in the favors of Brand name ,19 in the favors of quality , 14 in the favors of Price , & only 2 like respondents like their brand because of Appearances. 26% 20% 19% 19% 14% 2% NO OF PEOPLE FUNCTION ADVERTISEMENT BRAND NAME QUALITY PRICE APPEARANCE SWOT ANALYSIS OF THE COMPANY : NOKIA STRENGTHS :- Nokia has the largest network of distribution and selling as compared to other mobile phone company in the world. It is packed with high quality and professional team in the HRD dept.The financial aspect is very strong in the case of nokia as it has many more profitable business.The poduct being user friendly and have all the necessary assesories one want that is why it is great in demand making it no 1 selling brand of mobile phones in india. Wide range of products for all class.The re-sell value of phones are high as compared to other mobile phones. WEAKNESS :- Nokia has many strengths and some weakness.Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly.Not concern for the lower section of the society people.Not targeting the promotion towards them.After sales value is less.It lacks anroid application. OPPORTUNITY :- Nokia has ample of opportunities to expand its business.With wide range in products, features and different range for different people,it has an advantage over the competitors around.With the opportunity like Telecom penetration in India being at the peak time, nokia has opportunity to increase its sales as well as the market shares. As the standard of living in India has increased the purchasing power of the people as increased as well, so nokia has to target right customer at right time to gain the most out of the situation. THREATS :- Nokia has many threats to tackle to mai tain its position as market leader.The threats like emerging of other mobile companies in the market. The company like Motorola,sony ericson,these companies have to come to the stand of tough competiton with nokia in the field of mobile phones.Threats can be like providing cheap phones,new features,new styles,types,good after sales service etc. So, NOKIA has to keep in mind the growing competition around. Nokia has to make strategies to tackle problems in the present and in the near future.
Nokia v/s Samsung
Income statement of Nokia company In Millions of EUR (except for per share items) 3months ending 2013-03-31 12 months ending 2012-12-31 Revenue 5,852.00 15,400.00 Other Revenue, Total - - Total Revenue 5,852.00 15,400.00 Cost of Revenue, Total 4,013.00 9,841.00 Gross Profit 1,839.00 5,559.00 Selling/General/Admin. Expenses, Total 741.00 1,618.00 Research & Development 923.00 2,556.00 Depreciation/Amortization 152.00 969.00 Interest Expense(Income) - Net Operating - - Unusual Expense (Income) 179.00 1,224.00 Other Operating Expenses, Total -6.00 31.00 Total Operating Expense 6,002.00 16,221.00
Balance sheet of Nokia company In Millions of EUR (except for per share items) As of 2013-12-31 As of 2012-12-31 As of 2011-12-31 As of 2010-12-31 Cash & Equivalents - - - - Short Term Investments 5,580.00 6,856.00 9,445.00 10,702.00 Cash and Short Term Investments 9,256.00 10,360.00 11,402.00 12,653.00 Accounts Receivable - Trade, Net 2,901.00 5,551.00 7,181.00 7,570.00 Receivables - Other - - - - Total Receivables, Net 2,930.00 5,586.00 7,235.00 7,609.00 Total Inventory 804.00 1,538.00 2,330.00 2,523.00 Prepaid Expenses 660.00 2,682.00 4,488.00 4,360.00 Other Current Assets, Total 5,404.00 495.00 - - Total Current Assets 19,054.00 20,661.00 25,455.00 27,145.00 Property/Plant/Equipment, Total - Gross 2,148.00 4,973.00 5,652.00 5,629.00 Accumulated Depreciation, Total -1,582.00 -3,542.00 -3,810.00 -3,675.00 Goodwill, Net 3,295.00 4,876.00 4,838.00 5,723.00 Intangibles, Net 296.00 647.00 1,412.00 1,968.00 Long Term Investments 806.00 747.00 708.00 669.00 Other Long Term Assets, Total 1,078.00 1,497.00 1,851.00 1,600.00 Total Assets 25,191.00 29,984.00 36,205.00 39,123.00
Cashflow of Nokia Company
In Millions of EUR (except for per share items) 12 months ending 2013-12- 31 12 months ending 2012-12- 31 12 months ending 2011- 12-31 12 months ending 2010- 12-31 Net Income/Starting Line -615.00 -3,105.00 -1,163.00 1,850.00 Depreciation/Depletion 728.00 1,326.00 1,562.00 1,771.00 Amortization - - - - Deferred Taxes - - - - Non-Cash Items 277.00 -304.00 1,061.00 -102.00 Changes in Working Capital -318.00 1,729.00 -323.00 1,255.00 Cash from Operating Activities 72.00 -354.00 1,137.00 4,774.00 Capital Expenditures -407.00 -461.00 -597.00 -679.00 Other Investing Cash Flow Items, Total -284.00 1,023.00 2,096.00 -1,742.00 Cash from Investing Activities -691.00 562.00 1,499.00 -2,421.00 Financing Cash Flow Items -1,707.00 0.00 546.00 0.00 Total Cash Dividends Paid -71.00 -755.00 -1,536.00 -1,519.00 Issuance (Retirement) of Stock, Net - - - 1.00 Issuance (Retirement) of Debt, Net 1,301.00 290.00 -109.00 607.00 Cash from Financing Activities -477.00 -465.00 -1,099.00 -911.00 Foreign Exchange Effects -223.00 -27.00 107.00 224.00 Net Change in Cash -1,319.00 -284.00 1,644.00 1,666.00 Cash Interest Paid 208.00 277.00 283.00 235.00
MAJOR COMPETITORS Nokia is in trouble, and it's well known: While the firm is still making money, its future plans were cast into deep shadow by the rapidly evolving smartphone scene, led by the iPhone and its OS, which more or less made Nokia's current smartphones (as well as future generations) obsolete overnight. The firm is trying to pull off a dramatic pivot, with Stephen Elop at the helm, and has just revealed the first Windows Phone 7 devices with which it hopes to save its future. Simultaneously Nokia's also launched a big offensive to win over the "next billion" consumers in the developing world who are increasingly turning to the net and new technology to improve their lifestyles and national wellbeing. But where the iPhone marched in, Google's Android has swept in its wake. And now it's Google's tech which may be the biggest threat to Nokia's success, including in developing nations. New phones represent Nokia's great hope. But they're presented against a background of widespread Android market domination, and even expansion and at a time that Apple, too, is trying to appeal to entry-level smartphone users, and some developing world markets. Nokia's problem is that it has to innovate faster than it ever has before, and critics may say the phones don't match up to the ambition. Major Competitors are:- Samsung , Apple iphone , Motorola , Sony , Htc , Micromax , blackberry.
A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES.
NOKIA MOBILE COMPANY
PROJECT COMPILED BY:-
Gazal Shri Shikshayatan College Roll no: 034-bba12F-0051 Registration no: 034-1221-0949-11
TABULATION & Graphical Presentation
Fig: Graph showing revenue, net income and profit margin of nokia compny in 2013
Fig: Graph showing total debt, total asset of nokia mobile company in 2009,2010,2011,2012,2013
Fig: Graph showing operating , investing , financing of nokia mobile company.