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SUBMITTED TO: Mrs. Ramneet Kaur & Shweta Sharma ASST. PROF. MIMT

SUBMITTED BY: Rupesh Mishra MBA, 4th SEM

MODI INSTITUE OF MANAGEMENT & TECHNOLOGY (Affiliated to Rajasthan Technical University, Kota )


The project revolves around the Kota NOKIA Mobile market, where the objectives are to understand the satisfaction level with reference to Nokia mobile, reason for selecting or rejecting Nokia mobile phones. Basic aim of the project was to understand the concept of mobile phone, history of mobile phone, what features are coming in mobiles phones in future. I take the sample size of 120 customers and 30 dealers; I have used questionnaire method for collecting the data and for the detail study of my project report. The analysis was done with help of data collected.


A project usually falls short of its expectation unless guided by the right person at the right time. Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient supervision and the most valuable professional guidance. This project would not have been completed the direct and indirect help and guidance of such luminaries. They provide me with the necessary resources and atmosphere conductive for healthy learning and training. At the outset I would like to take this opportunity to gratefully acknowledge the very kind and patient guidance I have received from my project guide Mrs. Ramneet Kaur & Shweta Sharma faculty of management studies, MIMT, Kota. I also give my thanks to Ms. Suruchi Sharma for her valuable guidance.Without her critical evaluation and suggestion at every stage of the project, this report could not have reached its present form. Lastly, I would like to thank my colleagues and friends who gave me fruitful information to accomplish my project.

Rupesh Mishra


The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world.

History of Indian Telecommunications started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under states control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand. Telecom in the real sense means transfer of information between two distant points in space. 5

The popular meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the introduction of telegraph.

The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first experiment electric telegraph line was started between Kolkata and Diamond Harbour. In 1851, it was opened for the British East India Company. The posts and Telegraphs department occupied a small corner of the Public Works Department, at that time. Construction of 4,000 miles of telegraph lines connect6ing Kolkata and Peshawar in the north via Agra, Mumbai through Sindwa Ghats, and Chennai in the south, as well as otacamund and Bangalore was started in November 1853. Dr. William OShaughnessy, who pioneered telegraph and telephone in India, belonged to the Public Works Department. He tried his level best for the development of telecom through out this period. A separate department was opened in 1854 when telegraph facilities were opened to the public.


In 1880, two telephone companies namely The Oriental Telephone Company Ltd. And The Anglo- India Telephone Company Ltd. approached the government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a government monopoly and that the government itself would undertake the work. By 1881, the government changed its earlier decision and license was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai and Ahmedabad. January 28, 1882, is a Red Letter Day in the history of telephone in India. On this day Major E. Baring Member of the Governor General of Indias Council declared open the Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named Central Exchange was opened at third floor of the 6

building at 7, Council House Street. The Central Telephone Exchange had 93 numbers of subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882 itself.

In 1902 first wireless telegraph station established between Saugor Islands and Sandheads. In 1902, first Central Battery working of telephones introduced in Kanpur. Between 1913 and 1914 first Automatic Exchange was installed in Shimla. On July 23, 1927 Radio Telegraph started working between UK and India. The beam station at Kirkee and Dhond opened by Lord Irwin and greetings exchanged with the King of England. In 1933 Radio Telephone also started between India and UK. 12 channel carrier systems were introduced in 1953. First subscriber trunk dialing route commissioned between Kanpur and Lukhnow in 1960. First PCM system between city and Andheri telephone exchanges commissioned in Mumbai in 1975. First digital microwave junction was introduced in 1976. First optic fibre system for local junction commissioned at pune in 1979. First satellite earth station for domestic communications was established at secunderabad (U.P.). First analog Stored Program Control Exchange for trunk lines was commissioned at Bombay. In 1984 C-DOT was established for indigenous production and development of digital exchanges. In 1985 mobile telephone service started (not commercially) in Delhi. While all the major cities and towns in the country were linked with telephones during the British period, the total number of telephones in 1948 was only around 80,000. Even after independence, growth was extremely slow. The telephone was a status symbol rather than being an instrument of utility. The number of telephones grew leisurely to 9, 80,000 in 1971,

2.15 million in 1981 and 5.07 million in 1991, the year economic reforms were initiated in the country.

The telecom sector is afflicted by a number of restraints. These include:

Sluggish pace of reform process. Lack of infrastructure in semi-rural and rural areas, which makes it difficult to make Limited spectrum availability.

inroads into this market segment as service providers have to incur a huge initial fixed cost.

always been an attractive destination for international companies across the world. With its rapidly growing economy, India is making developments in all the sectors including the telecom. The telecom sector is gaining momentum with the advent of private players like Airtel, Reliance, Tata etc. in the field. Previously, telecom sector was monopolized by government-controlled BSNL (Bhartiya Sanchar Nigam Limited).

The telecom sector has registered tremendous growth over the years. As a result, India has become the third largest telecommunication network in the world. The subscriber base is increasing manifold and the country has emerged as the fastest growing telecom market in the world. Few decades ago having a telephone was a status symbol and owning a cell phone made one wealthy, but now, the prices of cell phones have come so down that even a rickshaw-puller can easily afford it.

After the Indian economy was liberalized, privatized and globalized, many private companies flooded the Indian market. The private operators not only provide cellular services but also landline. Some of the companies also provide WLL (Wireless Local Loop) services. Landline telephones have also changed their traditional nature; they are not only used for making calls but one can also send SMS or musical greetings by it. 8

India appeals to international market because of the low penetration levels of telecom services. Though, the number of subscribers is increasing day by day, it is still low compared to other countries. Strong economic growth has resulted in increase in the average income of the consumers thereby increasing their purchasing power is also one of the major factor behind the development of telecom sector in India. Another major reason is the easy availability of cheap and skilled labor which is beneficial for its expansion.

BSNL is the largest telecom company in India. BSNL and MTNL leads in the landline services while Bharati Airtel is the most important player in the cellular services. Telecom companies are facing stiff competition entering of the new players. This has led to sharp decline in the call rates and price of mobile handsets has also become cheaper. One can buy a branded handset at Rs. 1000.

Companies such as Reliance, Airtel, Tata and Idea are offering several schemes to attract consumers. Some of the schemes are call rates being 1 Paisa per second, making calls on the same network has become free or very nominal rate is charged. The monthly rentals have also decreased. Their ads are also very innovative and creative. Who can forget the Vodafones Zoozoo ads or Ideas social message ads endorsed by Abhishek Bachchan? Mobile companies are also providing best offers on musical ring tones downloading wallpapers etc.

However, Indian market has still not reached to its saturation point. The telecom sector has to still make inroads in the rural areas. Companies should divert their attention to the rural areas to cater to the rural market. Government should also provide the companies secure environment so that they invest in India. This will ultimately benefit the consumers.


The mobile phone or cell phone is a long range, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video. Most current mobile phones connect to a cellular network of base station (cell sites), which is in turn interconnected to the public switched telephone network. India has become one of the fastest growing mobile markets in the world. The mobile services were commercially launched in August 1995 in India. In the initial 5-6 years the average monthly subscribers base in December 2002 stood at 10.5 millions. However, after the monthly mobile subscriber, additions increased to around 2 million per month in the year 200304 and 2004-05. Although mobile telephones followed the New Telecom Policy 1994, growth was tardy in the early years because of the high price of hand sets as well as the high tariff structure of mobile telephones. The New Telecom Policy in 1999, the industry heralded several pro consumer initiatives. Mobile subscriber additions started picking up. The number of mobile phones added throughout the country in 2003 was 16 million, followed by 22 millions in 2004, 32 million in 2005 and 65 million in 2006. The only countries with more mobile phones than India with 156.31 million mobile phones are China- 408 million and USA- 170 million. 10

India has opted for the use of both the GSM (global system for mobile communications) and CDMA (code- division multiple access) technologies in the mobile sector. In addition to landline and mobile phones, some of the companies also provide the WLL service.

Growth in Indias mobile sector, from a humble start in the mid-1990s, has especially picked up pace in recent years, aided by higher subscriber volumes, lower tariffs and falling handset prices. Now home to a clutch of global operators working with local companies, India had over 77 million mobile subscribers (including both GSM and CDMA services) by end 2005. And the market was growing at an annual rate of around 60%. The TRAI says growth could go even higher with the adoption of Unified Licensing, a change in the Access Deficit Charge Regime, increased sharing of infrastructure and coverage of new areas by operators. Fifteen years ago, if somebody said that clicks photos, listen music and watch lives updates on mobile phones, we perhaps laugh it out. But today we see the rapidly improved global mobile device market volume soaring to great heights, of which one third is camera phones. The mobile phones have certainly broadened their appeal in the communication network. With the growing mobile market and the advent of new technology, whats your mobile number? is now a passion. Rather people now sport questions like is your handset GPRS enabled, does your mobile have a camera, radio, MMS. With a new wave of mobile applications and a large range of services, the number of mobile subscribers is said to reach to 2 billion by the year 2007.


The initial driving factor for the growth in mobile phones was mobile voice communications and subsequently, to the surprise of many, SMS. What followed later was multimedia the mobile market is already expanding into new areas of games, entertainment, media and business.

The value added services have pushed the limits of multimedia functionally in mobile phones. A glance at some of the value added services that come along with the present day cell phones: MMS- Combination of all communications message is not just text, but also comes with story, sound, film, animation. GPRS (GENERAL PACKET RADIO SERVICE) - GPRS enables users fast access to Internet network and possibility of high rate data transmission through mobile telephone. WAP (Wireless Application Protocol) Through GSM, WAP is best defined as Internet through mobile phone. WAP offers in the same time different informative and entertaining content, which are shown in textual form with the simplest graphics so that they could be clear on the display of the mobile handset. VOICE MAIL- Voice mail is an answering machine, which can receive the incoming calls when mobile is switched off.


For the mobile phone there is seemingly no limit to its usefulness and capabilities. But its future will almost certainly centre on convergence. The mobile phone will still play a key part in the way we communicate but it will be in tandem with other devices such as laptop, palmtop, or fixed line and we will choose among them. Convergence is the current communication industry


buzz word providing the solutions to meet peoples needs as cost effectively as possible, by combining the best of fixed and the best of mobile.

3G: UMTS defined

At present the main target in mobile communication is the Universal Telephony System UMTS a third generation (3G) technology which has underpin full function mobile multimedia networks based on broadband wireless technologies. These is revolutionizing telecommunication by placing Internet access right on the mobile at 2Mbits modems, That would make video streaming of Internet content a real possibility, for instance. Using a 3G device, Internet access is getting become almost instantaneous, without any gateway delays. The 3G user is on the Net all the time, since the phone is permanently connected (always on). An economic model for funding this lavish level of provision has yet to be devised, however, especially with operators having paid governments immense sums for their 3G licenses and needed to invest billions of pounds more in new facilities and equipment.

2.5G: GPRS more achievable?

If 3G proves too expensive, some networks may decide to provide mobile data service using General Packet Radio Services (GPRS). GPRS is also called 2.5G; its capability falls halfway between the present GSM and the ultimate UMTS. Like UMTS, GPRS will be always on (permanently connected) with no need to wait to log on to the Internet but initially speeds will be slow (about the same as a 28kbit/s modem).


However, enhanced modulation technologies such as Enhanced Data Rates for GSM Evolution (EDGE) could increase network capacity and data rates up to 384kbit/s. That would allow operators without a 3G license to offer similar data services but much cheaper and more quickly.

BLUETOOTH CONNECTION: THE VITAL LINK? Bluetooth is a way of using wireless to communicate data and voice over short distances of a few yards or so. The protocol specifies how mobile phones, wireless devices, computers and PDAs interconnect with each other, with computers and with office or home telephones. Using Bluetooth, for instance, all a user would need to carry would be a headset and keypad these would be linked to the phone or other devices in a pocket or bag. The first generation of Bluetooth devices exchange data at a rate of up to 1 Mbit/s, regardless of possible interference. The system transmits and receives via a short range radio link on frequencies set aside globally (the 2.4GHz license free band).





Follow the story of Nokia - a century and a half of innovation, from a riverside paper mill in southwestern Finland to a global telecommunications leader.

From roots in paper, rubber, and cables, in just over 100 years Nokia becomes a powerful industrial conglomerate...


The newly formed Nokia Corporation is ideally positioned for a pioneering role in the early evolution of mobile communications...

As mobile phone use booms, Nokia makes the sector its core business. By the turn of the century, the company is the world leader

Nokia sells its billionth mobile phone as the third generation of mobile technology emerges...


Nokia`s first century:1865-1967

The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics...


1865: The birth of Nokia Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south-western Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded Eduard Poln founds Finnish Rubber Works, which will later become Nokia's rubber business.

1912: Finnish Cable Works founded Arvid Wickstrm starts Finnish Cable Works, the foundation of Nokia's cable and electronics businesses.


1937: Verner Weckman, industry heavyweight Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works.

1960: First electronics department Cable Works establishes its first electronics department, selling and operating computers.

1962: First in-house electrical device The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants.


1967: The merger Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation.


The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products...


1979: Mobira Oy, early phone maker Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora.

1981: The mobile era begins Nordic Mobile Telephone (NMT), the first international mobile phone network, is built.

1982: Nokia makes its first digital telephone switch The Nokia DX200, the companys first digital telephone switch, goes into operation.

1984: Mobira Talkman launched Nokia launches the Mobira Talkman portable phone.


1987: Mobira Cityman birth of a classic Nokia launches the Mobira Cityman, the first handheld NMT phone.

1991: GSM a new mobile standard opens up Nokia equipment is used to make the worlds first GSM call.


In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industrys global boom and made it the world leader before the end of the decade... 23

1992: Jorma Ollila becomes President and CEO Jorma Ollila becomes President and CEO of Nokia, focusing the company on telecommunications.

1992: Nokias first GSM handset Nokia launches its first GSM handset, the Nokia 1011.

1994: Nokia Tune is launched Nokia launches the 2100, the first phone to feature the Nokia Tune.


1994: Worlds first satellite call The worlds first satellite call is made, using a Nokia GSM handset.

1997: Snake a classic mobile game The Nokia 6110 is the first phone to feature Nokias Snake game.

1998: Nokia leads the world Nokia becomes the world leader in mobile phones.

1999: The Internet goes mobile Nokia launches the world's first WAP handset, the Nokia 7110.



Nokias story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future...

2002: First 3G phone Nokia launches its first 3G phone, the Nokia 6650.


2003: Nokia launches the N-Gage Mobile gaming goes multiplayer with the N-Gage.

2005: The Nokia Nseries is born Nokia introduces the next generation of multimedia devices, the Nokia Nseries.

2005: The billionth Nokia phone is sold Nokia sells its billionth phone a Nokia 1100 in Nigeria. Global mobile phone subscriptions pass 2 billion.

2009: A new President and CEO Nokia today Stephen Elop becomes Nokias President and CEO; Elop becomes Chairman of Nokias board. Nokia and Siemens,Airtel announce plans for Nokia Siemens & Airtel Networks.


2007 Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its new internet services brand.

2008 Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment, Devices & Services.

Nokia comprises of 3 business groups: Mobile phones, Multimedia, and Enterprise Solutions. The company also includes various horizontal groups: Customer and Market Operations, Technology Platforms. The following chart shows Nokias organizational structure. Nokia Business Group Structure Business group






MOBILE PHONES- Connect people by providing expanding mobile voice and data capabilities across a wide range of mobile devices. MULTIMEDIA- Multimedia gives people the ability to create, access, experience and share multimedia in the form of advanced mobile multimedia computers and applications with connectivity over multiple technology standards. ENTERPRISE SOLUTIONS- Offers business and institutions a broad range of products and solutions, including enterprise grade mobile devices, underlying security infrastructure, software and devices. Our business groups are supported by various horizontal entities: CUSTOMER AND MARKET OPERATIONS- is responsible for sales and marketing, manufacturing and logistics, and sourcing and procurement for mobile devices from mobile phones, multimedia and enterprises solutions. TECHNOLOGY PLATFORMS- delivers leading technologies and platforms to Nokias business groups and external customers. 29

Many other Nokia- wide horizontal units drive and manage specific Nokia assets. These include BRAND and DESIGN, DEVELOPER SUPPORT, RESEARCH and VENTURING, and BUSINESS INFRASTRUCTURE. CORPORATE FUNCTIONS (support Nokias business with company- wide strategies and services).

NOKIA VALUES Their values act as a foundation for their evolving culture and are the basis of their operational mode. The values of their company make them different. They provide a sense of direction for consistent behavior as employees and citizens of the world, and in their quest to be a great internet company. Through extensive employees engagement, Nokia has now created new values that reflect their business and changing environment. They act as a foundation for their evolving culture and are the basis of our operational mode. Living them every day is their shared philosophy. Engaging you 30

For them Engaging You incorporates the customer satisfaction value and deals with engaging all our stakeholders, including employees, in what Nokia stands for in the world. Achieving Together Achieving together is more than collaboration and partnership. AS well as trust, it involves sharing, the right mind set and working in formal and informal networks. Passion for Innovation Passion for innovation is based on a desire they have to live their dreams, to find their courage and make the leap into the future through innovation in technology, ways of working and through understanding the world around them. Very Human Being very human encompasses what they offer customers, how they do business and impact of their actions and behavior on people and the environment. It is about being very human in the world- making things simple, respecting and caring. In short, their desire is to be a very human company.

The business of being responsible involves them all Customer satisfaction stems not only from products but also from how effectively they interact with their community. As Nokia become more and more of a global entity, their obligations are in terms of how they satisfy their stakeholders growth. Their corporate responsibility programming reflects an increasing interest (both internally and externally) on the impact that business actions have on communities from societal, environmental, and economic perspectives. They both acknowledge and understand that their responsibilities go beyond simply providing quality communication products. 31

As a market leader, the best contribution they make to the global community is to conduct their business in a responsible way. This belief derives their commitment to creating ethically sound policies and principles that guide them in their work. Their Corporate Responsibility (CR) agenda is framed around the Nokia values and is carried out in all aspects of their work to insure customer satisfaction and respect, and also to assist them in embracing renewal and striving for achievement. Their values are put into action with the help of the Nokia code of conduct, which aims to reach beyond legal compliance or reactionary positioning by taking a leading role in the various areas where society is affected by the mobile communication business. This translates into further action as they integrate CR ideas and work practices throughout our various business channels. By striving to include all members of Nokias community in this process, they are demonstrating their overall commitment to the belief that responsibility is everybodys business.

They see efforts to built universal access as more than just a goal Shaping corporate culture, minimizing risk, enhancing efficiency, and building reputation are all aspects of CR which give it a significant position when setting agendas to increase their business value. They have long understood that this added value is the result of taking responsible corporate actions. Their goals are to establish proactive, integrated programs within their business which always keep sustainability in mind. TRANSPARENCY Consistent communication with respect to their CR efforts, both internally and externally, built trust and helps to develop their reputation. They understand how important it is to 32

communicate clearly and accurately to the outside world the ways in which their business affects society. There is an increasing demand from their stakeholders for this information which they accommodate through their reporting, corporate website, and other external information sources. NEW GROWTH MARKETS They have been working closely with the UNICT task force and a range of industry, government, and non- governmental organizations on the theme of universal access. The number of new mobile dramatically and they estimate that there will be available and affordable mobile communications for half the worlds population by 2015. AN EFFECTIVE TOOL FOR MANAGING RISK Responsible business practices improve risk management and ease the task of establishing legal compliance. Through engagement with governments and authorities, they can avoid legislation that is counter-productive for society or anti-competitive. Our supply-chain management reduces risks to the categories of quality and productivity. Their quick and effective management of conflicts of interest encourages employee satisfaction and protect their brand image. CR ENRICHES THEIR BRAND REPUTATION Their behavior towards and relationship with society is part of their brand personality. CR has a significant impact on their brand reputation and the value which their stakeholders place on it. Their brand responsibility means building positive value into every stage of the customer experience, developing more sustainable products and services, and effectively communicating such developments to their customers. Customers increasingly demand higher order image attributes from a brand and in doing so look towards a companys CR track record. The public increasingly expects more transparency about the way a business operates within society, seeking a demonstration of its good corporate citizenship. Expectations go beyond simply meeting legal requirements, but to creating a more caring business order. Their various community activities help people feel close to each other and to their communities. 33

Driving internal efficiency What works externally also has benefits within the company. While it is sometimes challenging to quantify cause and effect, they have seen that: Waste management programs reduce manufacturing costs. Diversity training enhances project management. Eco-efficiency measures reduce costs. Volunteering increases employee satisfaction.

Thinking ahead enables them to be less reactionary and more forward thinking.

About Company

With more than 60,000 people in over 150 countries, Nokia Siemens Networks is one of the largest telecommunications hardware, software and services companies in the world. They are committed to innovation and sustainability and offer a complete portfolio of mobile, fixed and converged network technologies as well as professional services including consulting and systems integration, network implementation, maintenance and care, and managed services. They serve more than 600 customers around the world Communications Service Providers (CSPs) who face a multitude of challenges as they focus on capturing greater value through business model innovation, reducing the complexity within their businesses and networks, growing their customer base and minimizing subscriber churn. 34

It is their aim to play the vital role of an enabler, someone who helps CSPs build stronger, more lasting and ultimately more profitable customer relationships. They aim to do so by enhancing the efficiency and sustainability of their business practices, and in turn help them meet pressing challenges. Their initiatives aim to foster sustainable business practices which increase profitability and demonstrate the broad impact of the telecommunications industry on other sectors. One such initiative is our participation in the WWF Climate Savers program under which they have pledged to undertake a number of steps that reduce their annual CO2 emissions by approximately two million tons. One of their key commitments is to improve the energy efficiency of our GSM/EDGE and WCDMA/HSPA base station products by up to 40 percent by 2012. Our Flexi Base Station has the lowest energy consumption in the market, and has been recognized as the worlds most progressive mobile network technology at GSMA Global Mobile Awards 2009. In addition, they recently launched the industrys most comprehensive energy solutions offering, which includes the innovative Green Energy Control. Currently we have more than 390 sites across 25 countries which run on renewable energy. By 2011, renewable energy will be our preferred source of power supply for every remote base station site that they install. Their vast and market-leading portfolio of offerings aptly reflects our emphasis on thought leadership and innovation. They have pioneered a centralized Global Service Delivery model by creating integrated multi-technology, multi-vendor Global Network Solutions Centers which drive the worlds most efficient networks. They also enjoy leadership in several other areas, including Professional Services where they are the industrys fastest growing vendor, voice solutions where they power the conversations of more than one-fourth of the worlds population, 3G where they have more than 160 3G radio references, and network deployment where they enjoy the largest market share. As a leader in technology innovation, they are committed to driving the commercial uptake of LTE starting in 2010, and offer an endto-end solution which provides a future-proof, easy and cost-efficient path to LTE.


Nokia is known for its creativity in their mobile phone models. Nokias highly memorable strapline connected people is as symbolic of its organizational ethos as it is of its core products. A move from tyres to mobile phones may not seem the most natural, but it typifies Nokias approach of seeing an opportunity and grabbing it. Since first making the link between the disparate Finnish population and the potential for wireless communication, nokia has used innovation as a key driverfirst in developing mobile phone networks. Market share is the factor that gets most attention as an outcome of successful innovation and of the 815m mobile phones sold in 2005. nokia came top with a 35% share. Sounds good, but the real issue is what margin is being made on these sales and the main factors in this are brand, design and cost. Since 1999, when nokia invented the fashion phone, design has become a differentiator in this sector and area where the competing companies are continually playing leap-frog and pushing new concepts. In terms of production costs, most companies operate at similar levels but there are significant differences in the prices that their products can command. To maintain high prices, products such as smart phones are key sales of these continue to grow, led by nokia.

NOKIA INDIA BACKGROUNDER India has played a pioneering role in the growth of cellular technology in India, starting with the first ever cellular call decade ago, made on a nokia mobile phone over a nokia deployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operations comprises of the companys handsets and network infrastructure businesses, R&D facilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. The handset business is


supported by a team of professional across 3 business groups namely mobile phones, multimedia and enterprise solutions. The company has grown manifold over the years with its manpower strength increasing from 450 people in the year2004 to close to 6000 people currently.

Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments, ranging from entry level phones for first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. India is a very important country for nokia and is almost the top three markets for it globally. Nokia has been working closely with operates in India to increase geographical coverage and lower the total cost of ownership for consumers. The company has launched seven nokia concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a complete experiential mobile experience.

1) President and CEO of Nokia Corporation: Olli pekka kallasvuo 2) Executive vice president, customer and market operations: Robert Anderson. 3) Executive vice president and general manager of networks: Simon Bersford Wylie. 4) Executive vice president and general manager of enterprise solutions: Mary T. Mc Dowell.


5) Executive vice president, human resources: Hallestein Maerk. 6) Head of sales and portfolio management for Nokia mobile phones: Timo Ihamuotila

Some firsts for Nokia in India:

1995 First mobile phone call made in India on a nokia phone on a network 1998 Saare jahaan se acchha, first Indian ringtone in a nokia 5110 2000 First phone with Hindi menu (nokia 3210) 2002 First camera phone (nokia 7650) 2003 First made for India phone (nokia 1100) 38

2004 Saral mobile sandesh, Hindi SMS on a wide range of nokia phones 2004 First Wi-Fi phone nokia communication (N95000) 2005 Local UI in additional local language 2006 Nokia manufacturing plant in Chennai 2007 First vernacular news portal 2010-first Dual Sim mobile launched C-1 2011-first normal range mobile handset C1-01


Ranked the 4th in the most trusted brand survey by brand equity 2007 Ranked the No.1 MNC in India by business world, India leading business Weekly 2007 Ranked the No.1 in the durables segments for the 2nd consecutive year by business world in its annual survey on most respected companies in India -2006 39

Ranked Asias most trusted brand in 2006 by the media-Synovate survey. The survey was aimed at gauging Asias top 1000 brands across 15 products services categories Nokia India has been ranked as the overall No.1 telecommunication equipment vendor (including wireless infrastructure) in the country by voice & data for 4 consecutive years- 2007, 2006, 2005, and 2004 Nokia has named the Brand of the year at the confederation of Indian Industry (CII) Brand Summit held in Chennai on 16 and 17th February, 2005 Nokia India won the Golden Peacock Award 2004 for the Nokia 1100, which was selected as the most innovative product in the telecom segment.



NOKIAS PNONES MODELS: There are various phones model of nokia but it is not
possible to present the all nokia phone model in project report. Therefore I presented only those phones models which are most popular in Kota city. Following are the various regular phone models of Nokia: Nokia 1202 Nokia 1203 Nokia 1661 Nokia 1209 41

Nokia 2690 Nokia 2700 classic Nokia 2323 classic Nokia 3500 classic Nokia 3110 classic Nokia 6303 classic Nokia 5800 Xpress music

Following are the key features of Nokias phone models: Key features of Nokia 1202:

Flashlight Large dust resistant key mat Long battery life Colors available: black, grey

Key features of Nokia 1203:

Flashlight Loud ring tone volume 42

Polyphonic ringing tones Colors available: black, grey, light blue

Key features of Nokia 1209:

Digital color screen Long battery life Better signal strength One touch flashlight Colors available: shell grey, night blue, silver.


Key features of Nokia 2690

Full color screen Long battery life Better signal strength One touch flashlight

Colors available: Graphite, White silver, Hot pink, Blue VGA camera with 4x zoom MP3,FM Radio 8 Gb External Memory

Key features of Nokia 1661:


Superior signal strength One touch FM radio Stylish looks

Key features of nokia 2700 classic:

Nokia life tools With 1GB memory card Expandable memory up to 2GB 2MP camera FM radio and recording MP3 player MMS, GPRS services Bluetooth


Key features of Nokia 2323 classic:

Nokia life tools Contemporary, premium design at an affordable price FM radio and recording Easy to use big and clear keymat MP3 tones and voice recording MMS, GPRS service enablers Bluetooth Email and calendar

Key features of Nokia 3500 classic:

2.0 mega pixel camera with 8X digital zoom Large display with 262K colours FM radio Pre-installed games Bluetooth Colours available: azure, pink & grey


Key features of Nokia 3110 classic:

1.3 mega pixel camera with 8x mega zoom E-mail access & GPRS Music player 2GB expandable memory Bluetooth Large display and large keypad buttons Colours available: Black, graphite, blue, Orange & purple

Key features of Nokia 6303 classic:

3.2 mega pixel auto focus camera and full Screen view finder 8x digital zoom and dual LED flash Internet, Bluetooth, E-mail & MMS 1GB micro SD to store loads of photos Durable stainless steel cover Round edges for comfort feel in the hand 47

Comes with preloaded nokia maps FM radio and MP3 player Up to 7 hours talk time

Key features of 5800 Xpress music:

Full touch screen Big sound stereo speakers Store up to 6000 songs with 8GB memory Touch play share 3.2 mega pixel camera with Carl zeiss optics, 3X Digital zoom & auto focus.


Some latest Nokia handsets

There are some latest nokia mobile phones models which are popular in Kota city: Nokia 2330 classic Nokia 2690 Nokia 5220 Xpress music Nokia 5130 Xpress music Nokia 7610 & Supernova Nokia 7210 Nokia 6208 classic

Following are the key features of latest models of nokia mobiles:

Key features of nokia 2330 classic: Nokia life tools FMradio and recording MP3 tones and voice recording MMS, GPRS service enablers E-mail and calendar Bluetooth


Key features of 5220 xpress music:

Exclusive tracks by A.R. Rahman 24 hours music playback Preloaded exclusive music content in Indian language

Key features of 5130 xpress music:

Big sound speaker 2 mega pixel camera 50 preloaded songs 50

Key features of nokia 7610:

Theme colorizer Mirror finish Colorful xpress on covers Stylish slide design 3.2 mega pixel camera FM stereo radio MP3 player with dedicated music Colours available: gun metal & white

Key features of nokia 7210:


Stylish, sleek design Colourful xpress on covers Smooth finish 2 mega pixel camera FM and MP3 player Colour available: graphite blue

Key features of nokia 6208 classic:

Pen input for composing text with ease Stylish and sophisticated metal body Design Big font size for better readability Stereo MP3 player and FM radio Bluetooth and video 3GPP streaming 3.2 MP quick response camera with dual

LED flash and 4X digital zoom Big 2.4 QVGA display to support UI browsing


N-series models of nokia mobile:

Nokia provides the various phones models in their N-series. N-series models have modern technology and these mobile phones are mostly preferred by Youth & businessman. Following are various models included in N-series: Nokia N80 Nokia N70 Nokia N72 Nokia N73 Nokia N76 Nokia N79 Nokia N86 8MP Nokia N97 Following are the key features of latest N-series nokia mobile:Key features of nokia N97 are:


Touch & QWERTY for easy connections to people and places 32 GB (expandable to 48GB) internal memory 5.0 mega pixel camera with Carl zeiss optics Glide mechanism

Key features of nokia N86 8MP are:

High quality pictures with superb OLED display, TV output, high quality prints Store up to 4,000 high quality images with in-built 8 GB memory, expandable to 24 GB with a memory card It is ideal for interiors, architecture, landscape and group shots Increased sensitivity image sensor, super large aperture which allows to capture images in less than half the light required Superior mobile gaming and internet


E-series models of nokia mobiles:

Nokia provides the various phones models in their E-series. E-series mobile phones models have advanced technology like palm top, navigator etc. These models are preferred by Youths. Following are the various models included in E-series. Nokia E50 Nokia E63 Nokia E66 Nokia E71 Nokia E65 Nokia E70 Nokia E90 Nokia E51 Following are the key features of some E-series mobile phone: Key features of nokia E63:


Access work e-mail through mail for exchange as well as personal e-mails 2 mega pixel camera with digital zoom Messaging with fast, intelligent text input Access PC files through files on OVI Share online at social communities Colours available: ultramarine blue, ruby red

Key features of nokia E71:

Office push mail through mail for exchange Superior e-mail experience allows for viewing and editing documents 3.2 mega pixel camera with auto focus & LED flash Integrated AGPS Switch between work and leisure mode Colours available: grey steel, white steel, black steel Sleek metal design with one touch keys and full 56

QWERTY layout


Satisfaction results from customers good experiences. According to Westbrook 1981- satisfaction is a state of recognition to feel appropriate or inappropriate experience for the sacrifice adequately or an emotional response which is not only affected by the whole market, but also affected by products, characteristics, service, and seller when shopping or doing similar behavior. According to Oliver 1997- satisfaction is a general psychological state which is about the expectation for feelings and experience from shopping behavior. According to Francken and Van raaij 1981- satisfaction is determined by the perceived discrepancy between the actual and the desired situation and by perceptions of internal and external barriers that block the attainment of the desired situation. Moreover, if people do not attain their expectations, they will become dissatisfied.


Various studies note that when products or services exceed than customers expectations, the repurchase rate is high. Customers who have confidence in a company will continue to buy its products or services that satisfy them. In todays environment, firms are increasingly dependent on the relationships they have their customers. Committed customer relationships often bring about greater payoffs for the firm, such as customer satisfaction, positive word of mouth, referrals, and loyalty. Many companies are nowadays seeking to gain a competitive advantage by applying customer- focused strategies. High customer satisfaction should indicate increased loyalty for current customers, reduced high elasticity, insulation of current customers from competitive efforts, lower costs of future transactions, reduced failure costs, lower costs of attracting new customers, and an enhanced reputation for the firm. According to the comparison standard paradigm, the essential determinant of satisfaction is the perception of confirmation or disconfirmation of preconsumption standards. The expectancy-discrepancy model suggests that satisfaction is a summary judgment based on the comparison between product performance and its prior expectations. According to this model, the discrepancy between performance and its prior expectation is the main factor for satisfaction. When a customer gets what was expected then there is a confirmation to prior expectation which leads to satisfaction, when they get more than expected, they may have positive discrepancy and when they get less than expected, they may have negative discrepancy which may leads to dissatisfaction. Desires and expectations both influence overall satisfaction through their effects with goods and satisfaction with information. The findings suggest that consumers are using both expectations and desires to form satisfaction judgments. Swan and Trawick 1979- made a conceptual distinction between predictive expectations and desired expectations and reported that consumers were indifferent when performance matched predictive expectations but high level of satisfaction when performance matched predictive expectations. 59

According to Olashavsky and Kumar 2001- overall satisfaction is determined by both satisfaction with good and satisfaction with information. Hence, the level of satisfaction or dissatisfaction with the overall consumption experience can be increased or decreased depending upon the consumers satisfaction the information about the good received prior and post purchase.

Whenever we talk about customer satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the pay off of the transaction both in the short and long term. We want to know about what the customer wants? We want to know if the customers are satisfied, satisfaction of course means that what we delivered to a customer to met customers approval. We want to know if customers the delighted and willing to come back and soon.


CRM as a tool for Enhancing Customers Satisfaction

Customer relationship management (CRM) systems can help organizations manage customer expectations and experiences more effectively. CRM has developed as an approach based on maintaining positive relationships with customers, increasingly customer loyalty, and expanding customer lifetime value. Understanding the expectations and needs of customers and offering value added services are recognized as factors that determine the success or failure of companies Kotler pointed out that CRM principally revolves around marketing and begins with a deep analysis of customer behavior. CRM uses information and communication technology (ICT) to gather data, which can then be analyzed to provide the information required to create a more personal interaction with the customer. CRM is the assumption that customers differ in their expectations and value they generate from the firm, and that the way customers experiences are managed should reflect these differences. CRM is therefore not about offering every single customer the best possible service, but about treating customers differently depending on their life time value. Such appropriate treatment can have many faces, starting with offering loyalty programs to retain the most profitable customers through to the abandonment of unprofitable customer relationships. 61

Research in marketing has been focused on effective customer relationships and building partnerships for some time, but it was not until technology became available to support managers in building relationships that CRM became an important tool to enhance customer satisfaction. Consistent with the overall desire to manage relationships, CRM is generally defined as the management of mutually beneficial relationships from the sellers perspective.

There are three customer relationship stages: initiation, maintenance, termination that impacts the CRM process. Following this statement CRM is defined as, A systematic process to manage customer relationship initiation, maintenance, and termination across all customer contact points in order to maximize the value of the relationship portfolio. There are three variables of relationship a firm could have with its customer: 1. Transactional exchange- where the customer and supplier focus only on timely exchange of standard products at competitive prices. 2. Value adding exchange- where the focus of the firm shifts from getting customers to keeping customers. 3. Collaborative exchange- where firms maintain close information, social and process linkages and mutual commitments made in expectations of long run benefits with customers. The CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long term relationship with the customers and careful management of expectations and experiences.


Customer satisfaction with Nokia mobile

Nokia aims to provide products and services which meet the needs of trade customers and consumers. I research the views of both groups to understand where they are succeeding and how they can do better. TRADE CUSTOMERS I research trade customers views on Nokia through the Listening to Trade Customers survey. I reach to executive and operational contacts in a sample of customers that accounts for around 80% of Nokias revenue. The responses showed satisfaction with Nokia had remained very high despite increasing competition. Comparison with others in our industry placed us in the top 10% of telecommunications companies globally and ahead of all key mobile competitors. The research revealed the following Nokia strengths driving customer satisfaction:

Diversity of product range Ease of use of products 63

Relationships with our account teams Logistics

The consolidated feedback is used to understand where systematic improvements are needed. Nokia Account Managers discuss initial survey results with their teams and customers, and take action relevant to individual accounts. Customers are informed of the key local actions relevant to their account and receive a response letter highlighting the overall key findings and improvements planned by Nokia.

Consumers Nokia Care provides support services to consumers through online, email and call center services, supported by a network of authorized service centers. The support includes basic product information, guides and demonstrations, discussion boards, software updates, advice on specific issues, and warranty repairs. It also helps consumers to find out where to recycle their old products. They aim at getting a wide picture of consumer experience by using different consumer feedback channels, and respond with targeted improvement actions. The main feedback channels include consumer satisfaction surveys, feedback through independent market research companies and Nokia Care contacts. Operators Nokia continues to receive enquiries and assessment requests about social and environmental performance from their operator customers. They respond to those requests through their normal customer account management interface


Nokia - Where Customer Satisfaction Comes Before Money

Companies didn't waste any time in understanding that telecommunication industry is going to be a profitable business and jumped in to the same with an aim of making money only. Besides these companies, there were also companies which didn't work for money only but customer's satisfaction remains on top of their priority list. Nokia is unquestionably one of the most appropriate names in the list of such companies. This Finnish brand came into picture way back in the year 1865 and slowly but steadily it succeeded in making a special place itself in the heart of the people. Today, Nokia India has become a synonym of success and people hardly think twice before buying anything manufactured by the same company. Such an overwhelming response from the people is good enough to motivate any company to become the best from good and the same happened with this brand as well. In Q3/2008, Nokia left all its competitors behind to become the largest manufacturers of mobile phones with a global device market share of 39.4% followed by South Korean company Samsung (17.3%), Sony Ericsson (8.6%) and Motorola (8.5%). With the help of these figures, one can easily make out how far Nokia went from its competitors.


People, especially the young generation, hold this brand in very high esteem and put in a lot of effort in keeping themselves up-to-date about the latest and the upcoming products of this brand. On the other hand, this company also leaves no stone unturned in making sure that they always come up with the products which best matches the needs and requirements of the people. Nokia is one of the few company which work in the interests of the people and that is why they take all the pains in making sure that the price of any of its handset doesn't put any kind of extra burden on the buyer's pocket and the buyers also give it a positive response in order to express their thanks. The success rate of this company is not limited to one particular country only but almost the whole world has accepted this brand whole heartedly in India. Nokia in India is a very familiar name and even a small kid can brief others about the company for hours. When it comes to mobile phones, Nokia has been the No1 choice worldwide for years now. This Finnish mobile major has shown tremendous grit in taking initiative in bringing the latest feature-oriented handsets into the market. Wherever there is a 'revolution' in the mobile market, Nokia has to be the catalyst - proven globally. Nokia's user-friendliness and customer satisfaction policy work as stimuli that help the company ticking among its competitors. As far Nokia's features are concerned, all the latest Nokia mobile phones are endowed with almost all the latest functionalities that are enough to drive a user crazy. Right from imaging to music, from connectivity to gaming - all can be unearthed under the shell of a Nokia handset. Latest Nokia phones can be purchased online with numerous schemes and offers. Nokia contract phones, Cheap Nokia phones can be all availed simply surfing the Internet.

Everyone has a need to communicate and share. Nokia helps people fulfill this need and feel close to what matters to them. They focus on providing consumers with very human technology - technology that is intuitive, a joy to use, and beautiful. At Nokia, they believe designing good quality products begins with understanding customer requirements and creating the best user experience. The results are quality and reliability that are at the heart of Nokias cell phone technology - creating high customer satisfaction and loyalty. 66

Nokia cell phones come in many different sizes, styles, and designer colors. The camera phones allow you to snap and share color photos with ease, while the enhanced music players allow you to listen to your favorite tunes anywhere, any time. If cutting-edge technology is more your style, Nokia cell phones offer BLUETOOTH wireless, streaming radio and video content, multimedia capabilities, and mobile email or instant messaging. You may even add a microSD card to some phones for even more memory storage capability.

Nokia mobile computing software

One of the leading brands in mobile phones used now days; Nokia mobile phones are now most popular among the mainstream public people and business people. Nokia mobiles are now the worlds leading mobile selling company. The Nokia Mobile Phone has made a new revolution and trend in the mobile phones industry these days with its extensive features and great services done by the Nokia Company. The main feature of the Nokia mobile is its clarity and quality, and this feature cannot be denied by using a Nokia mobile phone handset. It has also got something innovative in the sense something new and exciting which speaks in the digital terms of the future when its a Nokia Mobile Phone. There are many other brands of mobile phones with which the Nokia Mobile Phone may face competition in the market but the Nokia mobile continues to hold its fort with its top quality performance and accuracy. It also got an added feature of the vast availability of the free mobile softwares. The Nokia mobile software does also boost the performance of the mobile. The Nokia mobile company is actually known as the wood-pulp company because its now turning into a giant mobile phone company, and it wonders the whole world by introducing new and best quality mobile phones and Nokia softwares which is having its own unique features from time to time. Now we can 67

notice that any discussion about the mobile phones is bound to begin with and end with Nokia phones, and most of the people prefer to buy the Nokia phones more due to extremely good software provision. Whether we are looking for the functionality or application level of the mobile, style or services, Nokia mobile phones are better than any other brands available in the market. The main goal of Nokia Company is to give the best quality to its customers in short customer satisfaction is their main goal. So we can expect every Nokia mobile phone will be having excellent quality as we wish and the quality in its features and quality in the Nokia softwares is also excellent. Customer can now look on the internet for the best free mobile softwares of the Nokia Mobile Phones. It can also be noticed that during clearance of existing stock of the phones the company will provide free gifts that come along with the Nokia Mobile Phone. The expectations of the customers are well known to the company, so the company has always taken great care to fulfill this expectation. Since it fulfills all the needs of its customers, the Nokia mobiles are always loved by the people all over the world. With the customer satisfaction that these phones receive, as well as the general price paid, these phones are a good value for the money. Nokia has always been a good value for the money and the internet capacity is also a good deal. Nokia isn't like other high priced phones that are sometimes over-valued. Nokia has always been about being the best with the best value. All of their programs work and the phones are always made well.

What makes Nokia special to its customer?

The reason why most people wish to be a part of nokia is: It is user friendly even a layman could easily work on the phone. User easily learns the features. It is economically sound. Easy to use. It provides good support to customer. High quality. Proper internet connection facilities. Its battery back up. 68



The objectives underlying the survey conducted for this particular study is as under:1.) To know about the customer satisfaction level with reference to Nokia mobile in Kota city as compared to other mobiles. 2.) To know about the percentage sale of Nokia mobiles in comparison with other mobiles, in Kota city. 3.) To know about the reason for selecting/ rejecting Nokia mobile phone.


4.) To know the customers expectations regarding any features and accessories which they want in their mobile phones.

A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. In fact the research design conceptual structure with in research is conducted. 71

Keeping the objectives in mind, the study is based on a sample survey of individual customer which already has the mobile phone with them. The data is being collected with the help of questionnaire from the set of respondents. The questionnaire contains the general information like age, occupation, income, and the second part of the questionnaire deals with the satisfaction of customer, reason for selecting or rejecting Nokia mobile phones etc. Some key factors were chosen and presented. The respondents were asked to rank the governing factors relating to the various issues. The data required for this study are the primary data collected through questionnaire and schedule and the secondary data for the study has been


collected from various sources like Books, Magazines, Newspapers, Websites, brochures, catalogues etc. The marketing research process that will be adopted in the present study will consist of the following stages:

a.) Defining the problem and research objective:- The research objective states
what information is needed to solve the problem. The problem is to judge the customer satisfaction level with nokia mobiles phones. The objective of the research is to know about the customer satisfaction level with reference to Nokia mobile as compared to other mobiles in Kota city.

b.) Design research plan: - Once the problem is identified the next step is to prepare
the plan for getting the information needed for the research. The present study will adopt the descriptive research approaches as there is a need to gather large amount of information before making a conclusion.

c.) Sample design:All time in any field of inquiry constitute a universe` or population`. A complete enumeration of all times in the population` is known as census inquiry. It can be presumed that in such an in inquiry. When all times are covered no element is left & highest accuracy is obtained. But in practice this may not be true. Beside all, this type of inquiry involves a great deal of time, money & energy. Therefore, when the field of inquiry is large this method is difficult to adopt because of resources available are limited. But when the field studies are taken in practical life, consideration of


time cost all most invariability to lead to selection of only few items that is technically called a sample & the selection process is called sample technique. In my research I used convenience sampling method and a sample size 120 customers and 30 dealers were taken.

Data source
Research methodology is the way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Data collected: Research type: Method: Sampling plan: Contact method: Survey area: Sample size: Primary/ secondary data. Descriptive research Convenience sampling Identify and select potential area. Questionnaire, schedule & direct interview. Kota city. 120 customers, 30 dealers.

Data analysis tool: - Pie chart & Bar chart.

d.) Collection and sources of data: - Market research requires two kinds of data i.e.
Primary and secondary data. In the present study data gathering will involve usage of both primary and secondary data.

PRIMARY DATA:Primary data which I have collected by various method are:. Observation Interview 74

Schedules Questionnaire

Data collection method:To collect primary data, I employed questionnaire and schedule for this survey work. I employed questionnaire to know the preferences for mobiles and I employed schedule to know about the correct sale of Nokia mobile phones.

SECONDARY DATA:Secondary data can be collected through: Various publication Books Magazines Newspapers Websites Brochures

e.) Analysis of data:This involves converting raw data into useful information. It involves tabulation of data, using statistical measures on them for developing frequency distribution and calculating the averages and dispersions.

f.) Interpretation & findings:This phase will mark the culmination of the marketing research effort. The report will the research finding is a formal written document. The research findings and personal 75

experience will be used to propose recommendation which develop the product according to the customers needs and wants.


Though I had much interaction with the customers, but yet there are some constraints that came in my way during the survey. The major hurdles that I came across were:-

1) Time duration for carrying out the research was short so as a result of which many facts have been left unexplored. 77

2) While collection of data many customers were not willing to fill the questionnaire. 3) The profile has been limited by demographic characteristics. 4) A psychographics analysis of respondents attention, interests and opinion was not attempted. 5) The area for study was Kota only, which is quite a small area to judge customers satisfaction with Nokia mobile phones in comparison to other mobile phones. 6) The research is subjected to the personal bias and prejudices of the respondents, so 100 percent accuracy cannot be obtained.



1) There is a tough competition between Nokia and Soni Ericsson,Spice mobile as compared to other mobiles like Samsung, LG, and Motorola. 2) The modern technology used in Nokia mobile phones is very much appreciated by the customers. 3) The re-sale value of Nokia mobile phones is very high as compared to other mobile phones.


4) After sales service of Nokia mobile phones are not good as the service centers in Kota are few and scare.


Brand position of Nokia phones is probably one of the top 20 brands in the world.

6) Mostly customers of Nokia are attracted only by its brand name.



For the analysis of customers satisfaction level with the Nokia mobiles, I have taken sample size of 120 customers:Questions-: 1.) The preference of the mobile phones by the people:




RESPONDENTS IN PERCENTAGE (%) 10.84% 5.84% 18.32% 60% 5%

1 2 3 4 5









Interpretation: As per the above chart it is concluded that majority of people in Kota city prefer Nokia handsets due to their durability and reliability. Some of the customers prefer others mobiles as compared to Nokia mobile. 2.) The preference of Nokia by the different occupation people: In this analysis I have taken only those (72) respondents who prefer Nokia mobile phones; S.NO. PARTICULARS RESPONDENTS IN NUMBER (72) 82 RESPONDENTS IN PERCENTAGE (%)

1 2 3 4


43 31 17 29

35.83% 25.83% 14.17% 24.17%









Interpretation: By seeing above analysis it can be concluded that majority of businessmen choose Nokia handsets i.e. Nokia mobile is mostly preferred by businessman as compared to professional, students & service persons due to their quality and battery back up.

3.)The customers of Nokia belonging to different income group: In this analysis I have taken only those (72) respondents who have Nokia mobile phones; S.NO. PARTICULARS NO. OF RESPONDENTS (72) 83

1 2 3 4

LESS THAN 5,000 5,000-10,000 10,000-20,000 MORE THAN 20,000

12 17 23 30

35 NO. OF RESPONDENTS 30 25 20 15 10 5 0 LESS THAN 5,000-10,000 5,000 10,00020,000 12 17 23



MORE THAN 20,000


Interpretation: As the graph shows that Nokia preferring respondents are 72 and most of them have the monthly income of more than 20000 rs because these respondents are either businessman or a service person and few of the respondents have less than 5000 as they students who are doing part time job with their studies.

3.) The preference of different models or series of Nokia handset: In this analysis I have taken only those (72) respondents who have Nokia mobile phones; S.NO. PARTICULARS RESPONDENTS IN NUMBER. (72) 84 RESPONDENTS IN PERCENTAGE (%)

1 2 3


15 15 42

20.83% 20.83% 58.34%







Interpretation: From the above chart it can be concluded that the respondents that use Nokia handsets, majority of people prefer regular handsets like Nokia 1209. Nokia 2330 etc due to very much user friendly feature but some of the people prefer Nseries and Eseries Nokia handsets also as they prefer luxury or they want modern technology and lots of features in their mobile phones.

4.) The persons who suggest the respondents to buy Nokia mobile phones: In this analysis I have taken only those (72) respondents who have Nokia mobile phones; S.NO. PARTICULARS RESPONDENTS IN NUMBER 1 FRIENDS (72) 24 85 RESPONDENTS IN PERCENTAGE (%) 33.34%

2 3 4


10 27 11

13.34% 37.5% 15.82%









Interpretation: From the above chart it is concluded that mostly the family members & friends can suggest buying the Nokia mobile phone, because of its quality & its features.

5.) The customers satisfaction level with the services of Nokia mobile as compared to other mobiles: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER. 1 SATISFIED (120) 80 86 RESPONDENTS IN PERCENTAGE (%) 66.66%

2 3


28 12

23.34% 10%





Interpretation: From the above chart it is concluded that majority of respondents were satisfied with the services of Nokia mobile but some of the respondents are not satisfied. Some of the respondents do not say anything as they dont use Nokia handsets.

6.) The customer satisfaction level with the prices of the Nokia mobile phones: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER. 1 HIGHLY SATISFIED (120) 70 RESPONDENTS IN PERCENTAGE (%) 58.34%


2 3 4 5


21 14 13 2

17.5% 11.65% 10.84% 1.66%

11% 12%





Interpretation: From the above chart it is concluded that majority of respondents are satisfied with the prices of the Nokia mobile phones because it can be afforded by all kind of people i.e. from low income level to high income level people. Some respondents are dissatisfied because they think Nokias prices are high in comparison to its features.

7.) The customer satisfaction level with the quality of the Nokia mobile phones: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER 1 HIGHLY SATISFIED 88 (120) 105 RESPONDENTS IN PERCENTAGE (%) 87.50%

2 3


10 5

8.34% 4.16%






Interpretation: From the above chart it is concluded that majority of respondents are highly satisfied with the quality of the Nokia mobile phone, some of the people are only satisfied but some of the people are dissatisfied with the quality of nokia mobiles.

8.) The customer satisfaction level with the accessories attached with the Nokia mobile phone: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS NUMBER 1 SATISFISD (120) 69 89 IN RESPONDENTS IN PERCENTAGE (%) 57.50%

2 3


29 22

24.16% 18.34%







Interpretation: From the above chart it is concluded that majority of respondents are satisfied with the accessories attached with the nokia mobile phones as many accessories like adapters Nokia extra power, music mini speakers, carrying case of high quality leather, few respondents are not satisfied and few respondents who are housewives do not say anything because they are not concern about the accessories they just want mobile for communication purpose only.

9.) The customer satisfaction level with the brand image of the Nokia mobile phone: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER 1 2 SATISFIED DISSATISFIED 90 (120) 81 23 RESPONDENTS IN PERCENTAGE (%) 67.50% 19.16%








Interpretation: From the above chart it is concluded that mostly respondents are satisfied with the brand image of the nokia as they buy the product because Nokia brand is very famous for its services & quality. Few respondents are not satisfied and few respondents do not say anything about the brand as they dont prefer brand while purchasing it.

10.) The features which customers want in their mobile phones: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. 1 2 PARTICULARS LOOKS AND STYLES CLARITY 91 No. OF CUSTOMERS (120) 19 26 PERCENTAGE 15.84% 21.66%

3 4


27 48

22.50% 40%






Interpretation: From the above chart it is concluded that some of the respondents want good storage capacity in their handsets, while some of the respondents want modern technology, looks & styles, and clarity but majority towards storage capacity is high.

11.) The customers awareness about the features of mobile phones: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER. 1 2 AWARENESS UNAWARENESS 92 (120) 84 23 RESPONDENTS IN PERCENTAGE (%) 70% 19.16%








Interpretation: From the above chart it is concluded that most of the customers are aware about the features of the mobiles they are buying, few customers are not aware as they want only quality product and some customers do not say anything because of lack of knowledge about the features.

12.) The customer satisfaction level with the appearance (look) of the nokia mobile phones: In this analysis I have taken 120 respondents who have Nokia handsets or not. S.NO. PARTICULARS RESPONDENTS IN NUMBER (120) 93 RESPONDENTS IN PERCENTAGE (%)

1 2 3


66 31 23

55% 25.84% 19.16%








From the above chart it is concluded that most of the respondents are

satisfied with appearance of the Nokia mobile phones because different features with different Nokia mobiles will introduced in the market, while some are dissatisfied and some do not say anything about the appearance because they are not using Nokia mobile phones and they cannot predict the appearance. For the analysis of customers preference towards mobiles and the percentage sale of the Nokia mobile phones, I have taken sample size of 30 dealers: 13.) Mobile which is mainly preferred by the customers : S.NO. PARTICULARS RESPONDENTS IN NUMBER 1 SAMSUNG 94 (30) 3 RESPONDENTS IN PERCENTAGE (%) 10%

2 3 4 5


6 5 14 2

20% 16.66% 46.67% 6.67%

INTERPRETATION: From the above chart it is concluded that Nokia handsets is mainly preferred by the customers as compared to other handsets like SPICE, Samsung, and Motorola due to its good quality, battery back up, and features.

14.) The possibility of percentage sale of Nokia mobile phones: S.NO. SALES OF NOKIA RESPONDENTS IN PERCENTAGE 1 2 3 0-20 20-40 40-60 95 IN NUMBER (30) 3 6 5 RESPONDENTS IN PERCENTAGE (%) 10% 20% 16.66%

4 5

60-80 80-100

14 2

46.67% 6.67%

16 14 No. of respondents 12 10 8 6 4 2 0 0-20 20-40 40-60 3 6


5 2



sale of Nokia mobiles in percent

INTERPRETATION: From the above chart it is concluded that according to majority of respondents 60-80 percent Nokia mobiles are sold, only 2 respondents says that 80-100 percent Nokia mobiles are sold, but few respondents says that 20-40 percent Nokia mobiles are sold by them.

15.)Is the sales of nokia mobile phone is affected after BL-FC battery case: S.NO. 1 2 3 PARTICULARS YES NO CANT SAY No. OF DEALERS (30) 8 15 7 PERCENTAGE 26.66% 50% 23.34%



YES 27%

NO 50%




Interpretation: From the above chart it is concluded that according to most of the respondents sale of the Nokia mobile is not affected after BL-FC battery case because the company offers new battery to its customers in replacement of damage battery without any cost but few dealers says that the sale is effected but not to much.


Comparative Analysis
In comparative analysis I consider different brands like Sony Erickson, LG, Samsung and Motorola to compare with Nokia mobile. In this analysis I used direct interview method to know the satisfaction of customer with Nokia mobile as compared to other mobile.

Starts from 1500 High High satisfaction Highly satisfied Satisfied Satisfied Satisfied Highly satisfied Satisfied

Starts from 5,000 Low Low satisfaction than nokia Satisfied Satisfied Satisfied Not much satisfied Dissatisfied Satisfied

Comparison between Nokia and Samsung mobile: NOKIA




Low-high High Satisfied Highly satisfied Satisfied Satisfied Satisfied Highly satisfied Satisfied

High Low Not satisfied Satisfied Not much satisfied Dissatisfied Satisfied Satisfied Satisfied

Comparison between Nokia and LG mobile:



NOKIA Low-high High Highly satisfied Highly satisfied Highly satisfied Highly satisfied Highly satisfied Highly satisfied Satisfied

SPICE Cheap Low Highly dissatisfied Dissatisfied Dissatisfied Satisfied Satisfied Satisfied Satisfied

Comparison between Nokia and Motorola mobile: NOKIA




Low high High Highly satisfied Highly satisfied Satisfied Highly satisfied Highly satisfied Highly satisfied Satisfied

Low Low Dissatisfied Dissatisfied Dissatisfied Dissatisfied Highly dissatisfied Satisfied Dissatisfied



SWOT Analysis of the Company: Nokia

Strengths: Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. It is backed with the high quality and professional team in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many more profitable businesses. The product being user friendly and have all the accessories one want that is why 102

is in great demand making it No-1 selling mobile phones in the world. Wide ranges of products are available for all class. The re-sell value of Nokia phones are high compared to other companys product.

Is a dominant player in the smart phone market via its majority ownership of symbian and its proprietary series 60 user interfaces which are projected to present majority of the 100M smart phones sold in the next 4 years?

33% market share still the largest cell phone vendor by far, with double the market share of nearest competitor. Size should enable nokia to amortize R&D costs and to get cost advantages. Brand position probably one of the top 20 brands in the world.

Nokia presented five priorities to strengthen its market leadership: Product competitiveness. Customer satisfaction. R&D effectiveness. Demand effectiveness. End-to-end capability.

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 about the lower class of the society people. Not targeting promotion toward them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good. 103

The Ngage is considered a flop. Being the market leader and its increase in symbian is giving Nokia a bad image, much like Microsoft in the PC industry. Slow to adopt new ways of thinking: a good example is clamshell phones which are preferred by many customers Nokia was reluctant to produce a clamsell unit this year, when it launched its first model.

Opportunity: Nokia has ample of opportunity to expand its business. With the wide range in products, features and different price 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 an opportunity to increase its sales as well as the market share. 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. Increase their presence in the CDMA market, which they are just entering, as well as 3G and edge. New growth markets where cell phone adoption still has room to go, including India and other countries. Leverage its infrastructure business to get preference and a stronger position with carriers.

Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the stand of tough competition with Nokia in the field of Mobile Phones. Threats can be like providing cheap phones, new features, new style and type, 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 104

and the near future. The growing demand of WLL network can cause drop in sales for Nokia, as Nokia provides many less CDMA phones to the customer.

Late in the game in 3G creates a risk to be displaced by leaders like Motorola, LG, NEC and others. Asian OEMs who are entering the market very aggressively (TCL, NGO Bird). ODMs (HTC and others) enabling carriers to leverage their customer power by the handset vendor. Operators want to lessen their dependency on handset vendors and dominance of Nokia. Orange, 02, and many other operators globally are selling their own brand of phones.



As I have done my survey by reaching to the dealers and customers, I conclude that most of the people are satisfied with Nokia handsets & they do not want to replace their sets with other companys mobile. 1) Majority of customers prefer Nokia mobiles due to its durability and reliability.


2) Nokia mobiles are mostly preferred by the businessmen due to its long battery back up. 3) The important product attributes of Nokia mobiles, like prices, battery back up, appearances, quality, and accessories, have been appreciated by the respondents. 4) Majority of customers are satisfied with the brand image of Nokia mobile. Nokia brand is world famous and has its own values in the eyes of the customers. Nokia leads and be at no. 1 position according to the customers. 5) Customers are satisfied with Nokia mobile phones because Nokia mobile phones have the following features. Looks & styles Clarity Modern technology Good storage capacity Good battery back up Easier in functioning Friendly user. 6) The sale of Nokia mobile is very high as compared to other mobiles and the sale of Nokia is not much affected after BL-5C battery case because the company offered new battery of BL-5C in replacement of damage battery without any charges.



As Nokia handset received a desired satisfaction level but still there are some drawbacks in Nokia sets and its marketing strategy so I would like to attract the attention of Nokia management to some recommendations


The company should improve voice quality of Nokia mobiles as Sony Ericsson phones have got. Most of the respondents were satisfied with the prices, company image and battery back up of Nokia so it is suggested that the same standard is to be maintained. Factors like software compatibility and special features are admired by the respondents, hence it have to be continued. Regarding brand image a few of the respondents expressed their dissatisfaction. So this factor has to be improved with a view to attract more customers and to retain the existing customers. To attract customers situated on all areas, advertisement can be given through all media to attract customers in rural areas also. Few customers are not satisfied with the price level, so they can better consider the price level. Company should improve the after sales services of Nokia mobile phones by increasing the service centers.





Name: _________________________ Occupation: _____________________ : 1. Monthly income: a.) Less than 5,000 c.) 10,000-20,000 2. Which companys mobile do you prefer: a.) Samsung c.) SPICE e.) Others.________________ 3. Which features do you want in your mobile phones: a.) Looks & Style c.) Modern technology e.) Others.__________________

Age: ________

b.) 5,000-10,000 d.) More than 20,000

b.) Nokia d.) Sony Ericsson

b.) Clarity d.) Storage capacity

4. Are you satisfied with the services of Nokia mobile phones? If no, why? a.) Satisfied b.) Dissatisfied c.) Cant say


5. Are you satisfied with the prices of Nokia mobile phones? a.) Highly satisfied d.) Dissatisfied b.) Satisfied c.) Neither satisfied nor dissatisfied e.) Highly dissatisfied


6. Are you satisfied with the accessories attached with the Nokia mobiles? a.) Satisfied b.) Dissatisfied c.) Cant say

7. Are you satisfied with the battery back up and quality of Nokia mobiles? a.) Highly satisfied b.) Satisfied c.) Dissatisfied

8. Are you satisfied with the brand image of Nokia mobile phones? If no, which brand image you prefer? a.) Satisfied b.) Dissatisfied c.) Cant say ______________________________________________________________ 9. Who suggested you to buy Nokia mobile phone? a.) Friends d.) others 10. Give us the reason for selecting or rejecting Nokia mobile phone: ______________________________________________________________ ______________________________________________________________ b.) Neighbours c.) Family members

Thanks for giving your precious time.



1) Name of the dealer: __________________________________________ 2) Address: ____________________________________________________ 3) Which companys mobile is mainly preferred by the customer? _________________________________________________________________ 4) What is the percentage sale of Nokia mobile phones as compared with other companys mobile phones? a.) 0-20 b.) 20-40 c.) 40-60 d.) 60-80 e.) 80-100

5) What is the customers feedback in respect to Nokia mobile phones? _____________________________________________________________________ _____________________________________________________________________ 6) Is the sale of nokia mobiles affected after BL-5C battery case? a) Yes b) No c) Cant say

Questions of Direct Interview


1.) Which model of Nokia handset you have: a.) N series b.) E series c.) Regular handset.

2.) Are you satisfied with the appearance of the Nokia mobile phones: a.) Satisfied b.) Dissatisfied c.) Cant say.

3.) Are you aware about the features of your mobile phone: a.) Aware b.) Unaware c.) Cant say





PUBLICATIONS: C.R. Kothary. Research Methodology: methods and techniques Phillip kotler, Principles of Marketing Management Chunawala, Consumer Behaviour S Choudhary, Project Management Cooper & Schindler, Business Research Method, Tata Mc Graw Hill. Leon G. Schiff man and Leslie Lazar Kanuk, Consumer Behaviour. Range catalogues of Nokia mobile phones. David L. Loudon and Albert J. Della Biita, Consumer Behaviour, Tata Mc Graw Hill.