October 21, 2017 | Author: Amit Jain | Category: Nokia, Swot Analysis, Mobile Phones, Telecommunications, Technology
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Submitted by: AMIT KUMAR JAIN Roll. No: 03121201711


BBA (General) 2nd Shift 3rd Semester

Maharaja Surajmal Institute Affiliated to Guru Gobind Singh Indraprastha University C-4, Janakpuri, New Delhi-110058


This is to certify that I have completed this Project titled “Marketing Strategies of NOKIA IN INDIA” under the guidance of “MS. VANDANA DESWAL” in partial fulfillment of the requirement of the award of degree of Bachelor of Business Administration at Maharaja Surajmal Institute, Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.

Date: 25-10-12



ROLL.NO. 03121201711

CERTIFICATE FROM THE GUIDE This is to certify that the project titled “Marketing Strategies of Nokia in India” is an academic work done by “Amit Kumar Jain” submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Maharaja Surajmal Institute, C-4, JANAKPURI, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him in the project has not been submitted earlier.

Ms. VANDANA DESWAL Assistant Professor MSI

ACKNOWLEDGEMENT First of all, I would like to express my thanks to Prof. AZAD. S. CHHILLAR (Director, MSI) for giving me such a wonderful opportunity to widen the horizons of my knowledge. In no small measures, I would also like to gratefully thank to all those who gave me constructive suggestions for the improvement of all the aspect related to this project. In particular, I would like to thank Ms. VANDANA DESWAL, my research guide for her valuable suggestions and guidance. I also owe a deep sense of gratitude to other faculty members for their continuous encouragement. Despite all efforts, I have no doubt that error and obscurities remain that seen to afflict all research project and for which I am culpable.

AMIT KUMAR JAIN Roll. No.: 03121201711

EXECUTIVE SUMMARY The aim of this assignment is to introduce and analyze the basic features of a well-known Nokia Corporation, which mainly deals with mobile and network communication systems. To begin with, the company’s historical background will be presented followed by the examination of certain details about the company, including its mission, business strategy, and its goals. Also, the Loopholes of the company and its SWOT will be examined and analyzed. Their Performance objectives (Speed, Flexibility, Quality, Dependability and Cost) will be mentioned and their overall process of the company explained. The project report entitled “A study of Marketing Strategies of Nokia” deals with the study of Marketing Strategies of Nokia brand that was launched in India in the year 1865, by the founder of Nokia “Fredrik Idestam”. The introduction provides the company background, operational & other important information provided by the company which would assist in taking the decision for the right brand extension strategy for Nokia.









CHAPTER 1 - Introduction 1.1 Purpose of study 1.2 Research Objectives 1.3 Chapter Scheme CHAPTER 2 - Background Information 2.1 About the Company 2.2 History 2.3 Marketing Strategies of Nokia CHAPTER 3 - Research Methodology 3.1 Meaning of Research 3.2 Research Method 3.3 Data Source CHAPTER 4 - Findings and Observations CHAPTER 5 - Limitations CHAPTER 6 - Recommendations/Suggestions CHAPTER 7 - Conclusion



1.1 Purpose of study The marketing strategy of any company determines the profitability and success of the company. In this project an effort was made to study the Marketing Strategies of Nokia and make suggestions for improvement in the same if required. Understanding the loopholes in marketing strategies and making the improvement thereafter. This will help Nokia to increase its market share as well as profitability.

1.2 Research Objectives Following are the objectives of my study. First and foremost objective is to analyses the Marketing Strategies adopted by Nokia. Secondly, to study the Sources of Brand equity of Nokia like Brand awareness, Brand image, Brand association and brand recall Thirdly, to understand the Brand performance of Nokia products. Fourth, to understand Brand Extension of Nokia in terms of product diversity. Fifth, to understand the influence of Nokia as a brand on consumers mind set Sixth, to understand Brand Imagery, Brand Quality perceived by customers, Brand credibility, consideration, superiority and feelings.


1.2 Chapter Scheme This project is an attempt to give knowledge about NOKIA. It aims to make its reader well versed with each and every aspect of NOKIA. It throws light on the following:1. 1st Chapter there is Purpose of my study, Objectives of my study and the chapter scheme. 2. 2nd Chapter of this report is the Background Information. It includes information regarding the Company and history, Information about the Marketing and Marketing Strategies of NOKIA. 3. 3rd chapter is about Research Methodology. It includes the data sources through which the data has been collected. 4. 4th Chapter there is Findings and Observations. It throws light on the observations and findings of the study. 5. 5th Chapter includes Limitations. It tells about all the limitations or hindrance I face during the preparation of my project. 6. 6th Chapter - There is Recommendations/Suggestions. 7. 7th Chapter - There is Conclusion of the project.

This project is overall an attempt to make you aware or to cover every possible aspect of Marketing Strategies of Nokia in India.




2.1 About the Company

Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations. Nokia is a broadly held company with listings on four major exchanges. Nokia Corporation (Nokia) is a manufacturer of mobile devices and mobile networks. Nokia connects people to each other and the information that matters to them with mobile devices and solutions for voice, data, imaging, games, multimedia and business applications. The Company also provides equipment, solutions and services for its operator and enterprise customers. Effective January 1, 2004, Nokia reorganized its structure into four business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. During the year ended December 31, 2004, Nokia announced a total of 36 new mobile devices in a wide variety of designs and technologies for all segments and at all price points. Of the products launched, 34 had color screens and 23 were camera phones, including its first mega-pixel camera phone, the Nokia 7610. In 2004, Nokia sold 10 million phones with integrated music players.


The company includes four business groups:  Mobile Phones  Multimedia  Enterprise Solutions and 


Nokia also includes two horizontal groups that support the mobile device business groups:  Customer and Market Operations  Technology Platforms.

Nokia, the Finnish telecom giant is today one of the world‘s most admired companies. Fortune magazine1 has referred to Nokia as the ―least hierarchical big company in the world". Nokia generates revenues of $19.9 billion and employs about 55,000 people. Its shares are listed on the New York, Helsinki, Stockholm, London, Frankfurt and Paris stock exchanges. Networks deals with data, video and voice network solutions. Mobile Phones are the clear global leader. Many of the standard features of today's mobile phones, such as large graphic displays, signal and battery indicators, colored covers and ringing tones were originally developed by Nokia. Communication products include multimedia terminals for digital TV and interactive services via satellite, cable and terrestrial networks.


2.2 History Nokia was set up in 1865, when a Finnish mining engineer, Fredrik Idestam established a wood pulp mill on the banks of the Nokia River in southern Finland to manufacture paper. In 1967, three companies, the Nokia Forest Products Company, Finnish Cable Works and Finnish Rubber Works merged. As Cable Works had expertise in power transmission cables and phone lines, Nokia decided to start an electronics division to diversify into telecom products in 1960. The decision to move into electronics was well timed. Semi-conductor technology was just evolving and Nokia, despite being a newcomer, was not seriously handicapped in any way. It was Bjorn Westerland, president of Cable Works who mooted the idea. Westerland tied up with colleges and universities and hired technically competent people to implement the project.




In the early 1970s, Nokia began developing a switch equipped with computer software and Intel's microprocessors. Called the DX 200, the switch evolved into a multifaceted platform, still the basis of Nokia's network infrastructure. The leadership of Kari Kairamo, who became Nokia‘s CEO in 1977, played a crucial role in Nokia‘s evolution as a leader in mobile phones. Kairamo, himself had little knowledge of the business, having been associated with the forest products division. He, however, showed extraordinary initiative, by recruiting outside talent and empowering the young engineers in the electronics division. In 1981, the Scandinavian countries came together to set up a multinational cellular network, called Nordic Mobile Telephony (NMT). Many other countries also accepted NMT. The system offered competitive prices, and international roaming facilities, and quickly gained popularity the world over. While Swedish company Ericsson rapidly emerged as the global leader in the cellular network equipment business, Nokia gradually strengthened its capabilities in the mobile handsets segment. Soon mobile phones began to evolve as an affordable communication medium even for the common man. In the late 1980s, the European conference of Postal and Telecommunications Administration (CEPT) decided to develop a common standard for digital mobile telephony. This standard came to be known as GSM* (Global System for Mobile Communications). Nokia committed itself to GSM technology very early on and signed agreements to supply GSM networks to nine other European countries.


The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia employees.


The first Nokia century began with Fredrik Ides tam‘s paper mill on the banks of the Nokian virta 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 theTammerkoski Rapids in south Western Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded:-

Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business

1912: Finnish Cable Works founded:-

Eduard Polón 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: MobiraOy, early phone maker Radio telephone company MobiraOy 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 company‘s first digital telephone switch, goes into operation.

1984: MobiraTalkman launched Nokia launches the MobiraTalkman portable phone.

1987: MobiraCityman – birth of a classic Nokia launches the MobiraCityman, the first handheld NMT phone.

1991: GSM – a new mobile standard opens up Nokia equipment is used to make the world‘s 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 JormaOllila put Nokia at the head of the mobile telephone industry‘s global boom – and made it the world leader before the end of the decade... 1992: JormaOllila becomes President and CEO:JormaOllila becomes President and CEO of Nokia, focusing the company on telecommunications. 1992: Nokia‘s 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: World‘s first satellite call:The world‘s 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 Nokia‘s 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.



Nokia‘s 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.


2006: A new President and CEO:Olli-PekkaKallasvuo becomes Nokia‘s President and CEO; JormaOllila becomes Chairman of Nokia‘s board. Nokia and Siemens announce plans for Nokia Siemens Networks. The birth of Nokia Eseries. The ultimate handheld communicator mobiles (Enterprise series) are launched.

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 supporting horizontal groups are replaced by an integrated business segment, Devices & Services.

2009: On July 24, 2009, Nokia announced that it will acquire certain assets of cellity; a privately owned mobile software company which employs 14 people in Hamburg, Germany, The acquisition of cellity was completed on August 5, 2009. On September 11, 2009, Nokia announced the acquisition of "certain assets of Plum Ventures, Inc, a privately held company which employed approximately 10 people with main offices in Boston, Massachusetts. Plum will complement Nokia‘s Social Location services".


On March 28, 2010, Nokia announced the acquisition of Novarra, the mobile web browser firm from Chicago. Terms of the deal were not disclosed. Novarra is a privately held company based in Chicago, IL and provider of a mobile browser and service platform and has more than 100 employees. On April 10, 2010, Nokia announced its acquisition of MetaCarta, whose technology was planned to be used in the area of local search, particularly involving location and other services. Financial details of acquisition were not disclosed.


Brand Logos Past

Nokia Company logo. Founded in Tampere in 1865, incorporated in Nokia in 1871.

The brand logo of Finnish Rubber Works, founded in Helsinki in 1898.Logo from 1965 to 1966.

The Nokia Corporation "arrows" logo, used before the "Connecting People" logo.

Nokia introduced its "Connecting People" advertising slogan, coined by Ove Strandbergand used since 1992.


Nokia's current logo used since 2006, with the redesigned "Connecting People" slogan.


MARKET SEGMENTATION FOR NOKIA: The decibel levels in the cellular market are increasing with service providers stepping on the gas. Not to be left behind, handset manufacturers are using precise segmentation to carve up their share. Divide and rule seems to be working!

According to a report published in May 2001, the all-India cellular subscriber figures stand at 38, 71,514. With aggressive marketing by service providers, this figure is expected to increase at a very rapid rate. If current decibel levels in the market are anything to go by, these expectations are well on the way to being met. However, amidst this entire melee one cannot ignore the efforts of the handset manufacturers.

Both service providers and handset manufacturers have been complementing each other well with each fuelling the demand for the other. Industry observers attribute the success of handset manufacturers to shrewd market segmentation. The big three of the mobile handset market - Nokia, Ericsson and Motorola, have studied the market and segmented it precisely.


SEGMENTATION OF NOKIA AND SEGMENTATION MODEL FOLLOWED BY COMPETITORS Nokia, arguably the biggest player in the world, has divided the market into four segments: * Hi-fliers: The biggest segment as far as Nokia is concerned consists of '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.


2.4 Marketing strategies of Nokia NOKIA‘S 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.

Nokia Local Marketing With the Nokia Local Marketing Solution mobile operators and service providers can promote their own or partnered SMS and data services. Even local businesses could easily advertise their own services in relevant places at relevant times. The solution creates demand for building new, really local services thus offering a new revenue opportunity area. The solution consists of: • An application in the phone – Local Info, • A mountable, approx. A5 sized device called the Nokia Service Point LMP 10 used for sending over Bluetooth service advertisements to the consumers‘ phones and • The Nokia Service Manager LMM 10, which is a back-end server for content and service point management. Services are advertised via Bluetooth to consumers‘ phones when they pass a are automatically saved to the Local Info service point.


These service advertisements phone application. Since the area where service is advertised is well defined, the solution enables the advertisement and provision of services to have a relation to Mobile operators have made big investments to make it possible to provide mobile data services. It is difficult for the mobile operator to inform its consumers when there is a new mobile data service available. The potential of using Bluetooth has not yet been utilized by mobile operators as a mean to market services. In this context, a content owner is hence there is no need for local LAN cabling a company providing any type of content to consumers through mobile phones. Currently, the most typical content owners are companies providing, for example news, sports, stock, and weather reports. These companies typically provide WAP and/or SMS based-services, but also provide WWW-pages customized for access from mobile phones. Virtually any company providing their services for consumers could be a content owner, including different kinds of stores, kiosks, restaurants, shopping centers, movie theatres, video rentals, retailers etc. These companies could provide access to services through phones, for example advertising their toll-free numbers and WWW addresses, special offers, campaigns and competitions. Unfortunately, there are only a limited number of channels for effectively advertising digital services. Although the mobile phone services of content owners are accessible and can be advertised in newspapers, on television, on the radio in posters, the consumers have to enter SMS codes and URLs manually in their phones to access these services.


For or White Paper a certain place. Service advertisements can be time-specific and be valid for a limited period. When the validity of an advertisement expires, it disappears from the consumer‘s phone. The consumer can set preferences on several criteria, thus set preferences on several criteria, is most interested in Exist activates the service, the UI informs the phone applications are used for service access. Before the consumer the service type and price. From the userinterface, the consumer can set preferences, for example which category of service advertisements to receive and, most important, to select which service providers they wish to receive the adverts from. The actual usage of cellular voice and data related services happens over cellular network by just clicking the service icon from the phone application. The solution supports the activation of voice, SMS, WAP/HTML browsing and streaming services. The solution also makes it possible to have embedded content behind the service icon, for example to show a coupon, an HTML/WAP file or play an audio/video clip. The service advertisement are created and managed with the Nokia Service Manager LMM 10, which uploads these to the local service points. The connection between the service points and the central, Back-end service manager is over GPRS hence there is no need for local LAN cabling.


Digital Marketing Strategies Interactive Marketing With the advent of the internet, mobile communications and digital interactive Television (iTV), consumers have ensured that at almost every moment of their waking lives they have the opportunity to interact, participate, decide, and provide feedback. A marketer's dream or so one would think. Unfortunately, marketing in many companies still remains a nebulous soft function. The 'build it and they will come' attitude to multi-million pound marketing campaigns appears to prevail in too many organizations. Many companies that have used internet and mobile advertising claim that they have been disappointed with the results. Executives still stuck within the traditional media paradigm have yet to understand the full value of interactive advertising and immediate customer response. In addition, they rarely have the necessary information infrastructure in place to capture and extract value from interactive campaigns and the customer feedback they provide. As a result, it is no surprise that marketers by and large fail to take advantage of the opportunities that the internet or the mobile platform provide, either individually or in conjunction with other digital channels. If companies contemplating the use of iTV follow a similar pattern there is a significant risk that this platform too will be either underutilized or misused. There are a number of companies however, that are emerging as veritable maestros of interactive marketing. They see the opportunity and take Advantage of the potential of each channel to add value.


They embrace the digital customer, and they know exactly what roles the internet, the mobile and digital TV plays in their customers' lives, as well as how and when these technologies are used. These companies understand that traditional media, internet, mobile telephony, and iTV provide complementary marketing channels that can be used to influence customer behavior at the different stages of the purchasing cycle.

The Dynamic Customer By being constantly connected, consumers are allowing marketers access to parts of their lives that not long ago would have been much more difficult to penetrate. Digital technologies, and the content they deliver, have added dynamic segmentation and targeting capabilities to more traditional methods. Customer‘s needs, attitudes and propensity to purchase evolve and change by the minute, as the influences that surround them alter their desires, perspectives and physical state. With the introduction of so many communication options (e.g. e-mail, fixed line, mobile phone, mail, face to face, iTV) the consumers preferred method of response has also evolved. The comparatively blunt 'traditional media' instruments of TV, press, radio and outdoor, those have looked to influence consumer trends over time, have been supplemented by media that can instantly respond to desires and needs.


Savvy marketers are learning to use this knowledge to hone their customer segmentation and targeting strategies, contemplating which platform to use in order to capture the customer at the optimum time. Organizations are increasingly looking to use interactive media to create strong associations between their products and services and specific aspects of their customers' lives. A good example is Domino's Pizza who is deliberately associating its brand with specific content (The Simpsons, family show), at a particular time of day (dinnertime) with a highly distinctive signature (jarring, loud sounding siren to denote heat). The pizza delivery service must surely rank as a perfect real life example of Pavlov's conditioned reflex experiment. Just the sound of the siren most likely suffices today to have masses across Britain salivating for 'hmmm... Simpsons... dinner... Domino's'. The campaign simultaneously creates awareness, an impulse and the opportunity to purchase. The red interactive button on the television remote allows viewers to act on their impulse immediately, minimizing the opportunity to change their mind. Moreover, Domino's administers the marketing coup de grace by making it easier over time to use the service. Cookies keep track of previous orders and choices and literally allow customers to have dinner delivered to their door at the touch of a button ('same as last time?'). For Domino's, the interactive television remote control has proven to be a magic wand. Not surprisingly, sales through online channels now reach a significant £300,000 per month from 20,000 orders.


The pizza delivery service could go further still, though, by extending its presence to additional digital platforms. Mobile phones come to mind immediately as a channel that can prove as sticky as American cheese. Using SMS (Short Message Service), the text messaging service to offer electronic coupons would, for example, allow Domino's to further increase loyalty and pervasiveness in its customers' lives. Learning how to capitalize on obvious synergies between the various channels is key to getting the most out of digital marketing campaigns!

Exploiting Platform Synergies The organizations that successfully use several digital channels in a complementary fashion will unlock the full value of digital marketing. To do so, they will need to have a thorough grasp of the strengths of each platform, the context in which they are best used, the content/offers that are appropriate to both, the platform and the customer segment as well as the fulfillment expectation for each platform. Not a task to be taken lightly. So what are these strengths? 

Digital interactive Television

Traditional TV has for a long time been an awareness creation tool par excellence. However, traditional TV forced viewers to file away that interest until the next purchase opportunity, or make the effort of noting down a number and picking up a phone - quite a lot of effort for your average viewer. Now iTV brings a new interactive dimension. Viewers can enter a separate interactive area, whilst still watching their current program, and have access to more information and/or an opportunity to purchase.


Internet on the PC The PC is the information vehicle of choice; a recent Forrester report revealed that by 2005 US consumers will research $378 billion in cars, trips, and clothes online before buying. The higher the cost of a product or service, the greater the importance of the internet as a step in the purchasing cycle. Another Forrester survey amongst retail companies estimated that 25% of purchases were sparked by their internet site against 2% of sales actually purchased on the internet. 

Mobile Telephony Cell phones and other mobility devices (PDAs etc.) are ideal for location-based advertising and as a tool to remind consumers of specific products and services. The pervasiveness of these devices makes them an excellent vehicle for marketers looking to create stickiness and improve customer loyalty. SMS-based marketing has proven very effective for stimulating purchase of low cost locationbased offerings. Digital novelties like electronic coupons are helping to create an ever more constant presence for products and services. As an example, BTCellnet's SMS-based marketing campaign around the Channel 4 program, Big Brother has proven very successful. SMS information teasers raised WAP usage by a significant 20%. Lastminute.com is also adopting an increasingly sophisticated digital marketing program. Through its multi-platform strategy the company has successfully achieved higher brand visibility by creating an impression of Omni-presence. In addition, Lastminute.com ensured a high level of service (anytime, anywhere), and enhanced customer intimacy by targeting the right customers, at the right time.


The company's digital marketing strategy is designed around platform peak-times: internet peak-times around lunch-hour, digital TV peak-times around home/family/dinner time, and WAP/GPRS peak-times during weekend leisure time. Being available on the most suited platform at the most promising time allows Lastminute.com to deliver highly targeted messages to tightly segmented audiences. This strategy has enabled Lastminute.com to maximize its revenue by allowing the customer to use their response mechanism of choice.

Nokia's new strategy in US market I, and other much wiser bloggers, have already written about how unsuccessful Nokia had been in selling phones on the US market. It seems that American people are resistant to Smart phones; they're simply satisfied with text messaging and using their phones mainly for voice calls. Unfortunately, the carriers didn't make it easy for Nokia








But that might change over time. As Nokia reported in their press release, they are trying to find new ways to sell their phones, but this time without involving the carriers. I hope that Ewan's prediction will come true and users are now ready to buy and use such advanced mobile gadgets. Especially if they are from the business segment: first, it's more likely that those users can afford cell phones for hundreds of $s, second, they might even use more than 10% of the provided functionality.


NOKIA STRATEGIC MARKETING IN INDIA Nokia redefines fashion phones in India with the latest L'Amour collection. Nokia has introduced a collection of three trend-inspired mobile phones, the Nokia 7360, Nokia 7370 and Nokia 7380. Each model in Nokia's the L'Amour Collection offers a beautiful mix of contrasts infusing cultural and ethnic influences with luxurious touches of the unexpected. Hints of vintage and craftsmanship, are fused with natural materials, colors and patterns, all carefully crafted and layered with a passion for detail. In the design and development of the L'Amour Collection, Nokia's Design team has looked to materials such as amber, ceramic, turquoise, silk and enamel for inspiration. Craft techniques such as enamellings and etching added a creative spark to the graphics, finishes and colors selected for each model in the collection.

Nokia 7380: with etched mirrored surface and discreet keyless dial, the Nokia 7380 comes with a leather cover and a mirrored display. The technology includes a 2-megapixel camera and intuitive voice dialing. Key features: 

Keyless dial

2-megapixel camera, 4x zoom

Enhanced Voice Commands

MP3 player


Nokia 7370: The Nokia 7370 "swivels" open to reveal its elegantly hidden keypad. Beautiful patterns into the elegant metal trims are contrasted by leather-inspired faceplates. The Nokia 7370 is available in two color schemes, coffee brown and warm amber, with each model offering a distinct set of graphics, screensavers and even dedicated camera keys.

Key features: 

1.3 megapixel camera, 8x zoom

2-inch QVGA color screen (320 x 240 pixels)

Stereo speakers with 3D sound effects

Video ring tones

FM Radio

Nokia 7360: Trend-conscious men and women will appreciate the Nokia 7360's mixture of patterns and textures, which are perfectly complemented by elegant accessories, including straps and carrying pouches. The Nokia 7360 is also available in two signature L'Amour Collection color schemes, coffee brown and warm amber. Nokia has jumped into the growing market of online distribution of tones, graphics and games downloads in India and is offering a choice of 120 games which can be downloaded at Rs 50 per game. However, users will have to shell out an additional Rs 10-25 for the airtime depending on the size of the game.


Nokia claims to be the first handset manufacturer to enter this business in India and the first company to launch games downloads in the Indian market. So far, only online content and utility services companies such as MSN and Yahoo have been offering ringtones and graphics downloads to mobile phone enthusiasts. The business of offering ringtones and graphics is growing almost by 100 per cent, according to industry experts. The download business for the calendar year 2003 was estimated to be around Rs 10 crores and is expected to touch Rs 20 crores this year. These estimates do not take airtime charges paid by the users for downloads. ―Nokia is not entering this business to make money. In fact, a large part of the revenue will be shared by the service operators and content providers. Our interest is to help mobile service operators to increase their average revenue per user (ARPU) and to influence mobile phone users to upgrade to the latest models being launched by the company,‖ Nokia India marketing head Gautam Advani said. Mr. Advani claimed that the company launched a game named ‘Makhan Chor‘ during ‘Janmasthmi Utsav‘ last month and the response was very encouraging. Nokia India has already tied up with Bollywood production houses such as Harry Baweja, Rajshri Pictures and RS Entertainment for graphics and movies. It has also entered into an agreement with Indian Performing Rights Society for ringtones.


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 Carphone 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. A good example of a pull is the heavy advertising and promotion of children's‘ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop, manufacture and distribute a range of Fimbles products including soft, plastic and electronic learning toys for the UK and Ireland.


PRICING STRATEGIES Ultra low cost phones--less than Rs 2,000--are fuelling demand in cost-sensitive India, where more than 4 million new users are entering the 85.4 million strong wireless sectors each month. The number of mobile services users surged 47 percent in 2005, and now exceeds the population of Germany. India is expected to be the world's third largest mobile market by the end of this year, behind China and the United States. "We anticipate that there will be a long-term sustainable demand for mobile telephony in the fast-growing Indian market," Chief Executive Jorma Ollila said at the launch of the plant in Sriperumbudur, on the outskirts of Chennai. Bundles: Another category where penetration is next to negligible is the fast-growing mobile telephony market — penetration stands at roughly 5%. Here, even as price continues to be a significant factor for determining the choice of handset or service provider, the value equation, according to Sanjay Behl, marketing head of Nokia India, is even more imperative. Nokia found success with its ‗Made in India‘ Nokia 1100, which incorporated unique features such as a torchlight, a dust-resistant keypad and an anti-slip grip to appeal to the semi-urban markets. Importantly, Behl says that even applications and software — such as T9 or language interface and text input — have to be customized to meet consumer needs.


The 1100, which currently retails at Rs 2,700, is the largest selling handset in India with a market share of about 25% in terms of volumes, and 16% in terms of value. On the other hand, another Nokia phone, the 2600, priced at Rs 4,200, is the highest selling color model in India, with a 7% market share. In the color segment alone, the 2600 has a 17% share. ―Clear evidence of how features (color screen) and price have been cleverly bundled to drive penetration,‖ says Behl.

Four P‘s 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 P‘s, have passed into the language. The Four P‘s 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, business people), etc.

PRODUCTS OFFERED BY NOKIA There are Various Ranges of Products that Nokia Offers. Especially in Mobile phones Nokia is the Leading Manufacturer in it. Nokia offers various Mobile Phones with varied Quality, Shape, Size, Color, etc. Nokia Offers a Varied Range of Mobile Phones & Other accessories with it. All Mobile phones are having Different Specifications in it. Nokia is Launching a New Products Every Year. It First Does Analysis of Market & according to Taste of Consumers It Launches its Products in Market. Till now Nokia has launched a No. of Products in Market & It had been very successful for Nokia after launching so many products. Nokia has strengthened its Strategy of Working in Market. It has revolutionized all sectors in Market. No one is So Powerful as Nokia in Field of Mobile Phones in India. There are so many Mobile Phones been in Market by Nokia. Several New Techniques & Upgradation is being done to enhance & launch a new product every time in Market. Nokia‘s R& D Department is very much in Progress for working over bringing a special change in every mobile phone they launching in market.


After Launching Various Mobile phones in market till now, Nokia is now launching various new Models of Mobile Phones i.e. it is bringing new changes in the series of Mobile Phones. Firstly All Mobile Phones used to have only Black& White/ Color Display, Messaging. But now Nokia has launched Various New Models of Mobile Phones in Mobile Series that it has rocked the Market. The New Models are having various Greater, Advanced Facilities from that of other phones till now. These New Models Which Nokia is going to Launch in market is having all Types of Features/Facilities like:1) Instant Messaging 2) Brighter/Broader Enhanced Color Display 3) Large Screen 4) Touch Screen System 5) Window phones 6) Mp3 System 7) High-Speed USB 2.0 (micro USB connector) 8) Support for Ms-Office 9) Cool Applications & Games 10) Bluetooth Connectivity 11) Wireless Earphones 12) Slim Body 13) Up to 12.0 Mega pixel Camera 14) Push Email Capable 15) Dual Sim 16) Touch & Type 17) 3G, GPRS, EDGE, WAP 2.0/xHTML, HTML, RSS feeds, Internet Browsing 18) Wi-Fi 802.11 a/b/g/n, GPS/aGPS


Product Portfolio Nokia launches handsets to drive mobility

NEW DELHI -- Nokia launched two new affordable handsets models, 1110 and 1600, which target first-time buyers and have talking alarm and clock in five regional languages along with innovative features for ‗ease of use‘. With these new mobile phones, Nokia has expanded its entry-level portfolio in India. The Nokia 1110 (black and white display) and Nokia 1600 (colored display) are ideal for first time users as they have an inbuilt graphical demo mode which allow users to access and familiarize themselves with the main functions of the handset, even without inserting a SIM card. Another stand out feature of these new handsets is the unique Talking Alarm and Clock in five regional languages including Hindi, Tamil, Bengali, Marathi and Gujarati. Nokia handsets are renowned for their ease of use and the Nokia 1110 and 1600 phones continue this tradition with a new intuitive user interface that makes full use of graphical icons and large font sizes and the built-in hands-free speaker. With the new menu structure accessing basic features, such as managing calls and contacts become easier. In addition to polyphonic and MP3-grade sound ringtones, the Nokia 1110 and Nokia 1600 also feature a unique cost-management feature, such as Nokia Prepaid Tracker support to help users monitor their phone usage. This will be an operator dependent service.


Reiterating Nokia‘s intent to drive affordable mobility in India and grow the base of mobile phone users. Sanjeev Sharma, Managing Director, and Nokia Mobile Phones, said: ―With the introduction of these new handsets we have further strengthened our entry level product portfolio by bringing in feature rich handsets with localized applications. Only 5 percent of the population understands the English language. Nokia has always tried to reach out to the masses, which has been demonstrated by our past endeavors in introducing Hindi SMS and even in our earlier campaigns. These handsets are yet another example of Nokia‘s innovation and commitment to introduce products that are relevant for Indian consumers. The Nokia 1110 and 1600 announce the dawn of a new age. Its unique talking alarm will wake up millions of Indians, not only to their daily lives, but also to a new era of mobility which has been captured in our campaign called ―Jaago India Jaago,‖ Detailing the rationale behind the Jaago India Jaago advertising campaign, Sharma said: ―Indians are extremely proud of how the country has been progressing. The growth of mobility is one of the key indicators of the economic progress in India. The advertising campaign therefore uses the ‗Talking Alarm‘ functionality of the Nokia 1110 and 1600 as a metaphor to convey how more and more Indians were waking up to mobility through Nokia handsets and participating in the progress.‖


Both these handsets also offer much longer talk time than the current entry phones. Nokia 1110 and Nokia 1600 phones have excellent voice quality and coverage based on state-of-the-art radio software. The new technology enables operators to add voice capacity within their networks smoothly and cost-efficiently while improving network capacity and call quality.

Some latest models of Nokia 1) Nokia Lumia 800

 Key Features:              

Size: 116.5 x 61.2 x 12.1 mm 512 MB program memory 16 GB internal user memory Add a space: 25 GB Skydrive A-GPS Accelerometer, proximity sensor, Magnetometer, ALS WLAN IEEE802.11 b/g/n with 2.4GHz USB 2.0 high-speed through micro USB connector Bluetooth wireless technology 2.1 3.5 mm AHJ connector 8 MP camera LED flash 720p video recording Hardware graphics acceleration


Nokia Lumia 710

 Key Features:                 

Size: 119 x 62.4 x 12.5 mm 512 MB program memory 8 GB internal user memory 25 GB Skydrive 3.7” WVGA TFT display A-GPS WLAN IEEE802.11 b/g/n USB 2.0 high-speed through micro USB connector Bluetooth wireless technology 2.1 +EDR Nokia 3.5mm AHJ connector + WP Controls Windows Phone 7.5 5 megapixel camera LED Flash Next Gen PC browsing on the phone Internet Explorer 9 with desktop rendering Hardware graphics acceleration HTML 5, CSS3, SV, XHTML, DOM and more


SWOT ANALYSIS Introduction In this part of my investigation I am constructing a SWOT analysis for Nokia. I will have to analyze the external factors that may prevent Nokia from re-launching WAP enabled mobile phones onto the market. SWOT Analysis SWOT Analysis, is a Strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a Project or in a Business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.


SWOT ANALYSIS OF COMPANY NOKIA I) MODERN SWOT ANALSYIS A SWOT analysis conducts an external and internal scan of Nokia's business environment; it is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S), or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT


The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection.

. STRENGTHS -Nokia Is a dominant player in the Smartphone market via its majority ownership of Symbian and its proprietary Series 60 user interface which are projected to represent majority of the 100M Smartphone







- 33% market share still the largest cell phone vendor by far, with double the market





- 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.




considered a


- Being the market leader and its increase role in Symbian is giving Nokia a bad image, much like Microsoft in the PC industry. - Slow to adopt new ways of thinking: good examples are clamshell phones which are preferred by many customers. Nokia was reluctant to produce a clamshell until this year, when it launched its first model.

OPPORTUNTIES - Increase their presence in the CDMA market, which they are just entering, as

well as


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

THREATS - 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, Bird) - ODMs (HTC and others) enabling carriers to leverage their customer power bypassing the handset vendor. Operators want to lessen their dependency on handset vendors and the dominance of Nokia. Orange, O2, and many other operators globally are selling their own brand of phones.


LOOPHOLES No doubt that the products from the Finnish company, Nokia, are some of the very best in the world, but the company still hasn‘t found a profitable way to market its goods. The very reason that other mobile phone companies are fast eating up Nokia‘s market share is their superior (yet simple) marketing practices. Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia‘s board meetings. These companies have made Nokia pay dearly for its rudimentary approach in marketing its phones. The aggressive marketing practices followed by Motorola have hit Nokia very hard and it is losing very crucial global market share every month to its American competitor. Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight behind the N-Series range. The N-Series is packed with multimedia features and Nokia believes that these phones might woo the costumers back to the big daddy of the mobile phone world. But Espoo, we have a problem!! (Nokia is headquartered at Espoo, Finland). While Motorola (quite intelligently) gives a dashy-flashy name to every phone it brings into the market, Nokia tends to do the exact opposite. Nokia from the very start has relied on numbers rather than names. This strategy worked very well in the past, but only because there wasn‘t much competition back then. But times have changed. Every month the market sees at least a dozen new handsets from an equal number of manufacturers. Consumers now have more than they can choose. Consumers are more attracted by names because they can thus easily relate to the features of the phone. This is evident from the success of the MotoRazr, MotoSlvr, MotoRizr and MotoKrzr. These phones are not packed with heavy multimedia features like the N-Series; still they are selling like hot cakes. Just by reading the name of the handset, one gets a broad idea what the phone looks like or what its features are.




RESEARCH METHODOLOGY OF THE STUDY 3.1 Meaning of Research Redman and Mory define research as a ―systemized effort to gain new knowledge.‖ Some people consider research as a movement, a movement from the known to the unknown. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

3.2 RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. Research methodology constitutes of research methods, selection criterion of research methods, used in context of research study and explanation of using of a particular method or technique so that research results are capable of being evaluated either by researcher himself or by others. Why a research study has been undertaken, how the research problem has been formulated, why data have been collected and what particular technique of analyzing data has been used and a best of similar other question are usually answered when we talk of Research methodology concerning a research problem or study. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet.


3.3 DATA SOURCE The data can be collected from two sources, i.e. Primary and Secondary.

PRIMARY DATA: Primary research entails the use of immediate data in determining the survival of the market. The popular ways to collect primary data consist of surveys, interviews and focus groups, which shows that direct relationship between potential customers and the companies.

SECONDARY DATA: Whereas secondary research is a means to reprocess and reuse collected information as an indication for betterments of the service or product. Both primary and secondary data are useful for businesses but both may differ from each other in various aspects. I have collected entire data of this project from secondary sources like websites, books, newspapers and magazines.




FINDINGS AND OBSERVATIONS  After analyzing the data it was clear that customer are using the NOKIA brand mobile as compare to other brand they are using NOKIA mobile from many months..  After the survey we find that purchasing of NOKIA mobile is due to his durability and give the performance and they are satisfied with the feature that provide by the company in NOKIA mobile..  Customers are not satisfied with the price of NOKIA mobile as compare to other brand of mobile the price is little bit high.  Most of the customer are satisfied with the quality that provided by NOKIA.  Customers of NOKIA who already use them they always suggest the NOKIA brand to his friends and relatives and also if they buy again they buy NOKIA.  People are more familiar with NOKIA brand as compare to others.




LIMITATIONS 1. Due to wide spread information of the data, the scope of project becomes very wide.

2. All the matter has been collected through secondary sources; hence, the errors might have crept in. 3. Given the time constraints, all the information could not be gathered.





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 whole sales 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.





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 techniques 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.


BIBLOGRAPHY The following sources have been sought for the preparation of this report.

Books  N.G Kale, Marketing Management, (revised 2nd edition).  Philip Kotler, Introduction to Marketing Management, (revised 3rd edition).  Digital Arts, World of Marketing, revised 3rd edition).

Website 1. www.google.com 2. http://en.wikipedia.org/wiki/Nokia 3. www.nokia.com 4. www.scribd.com 5. www.gsmarena.com



The Consumer Survey Questionnaire

Dear Sir/ Madam, I, AMIT KUMAR JAIN, a student of BBA, 3rd Semester, Maharaja Surajmal Institute is conducting a survey on consumer dynamics relating to Mobile Handsets. Kindly spare a moment or two for us. We assure you that this survey is for purely academic purposes and that all information provided will be kept strictly confidential. Thank you.



Occupation ...............................




Income ………………...


Area of Residence.....................

Your information will be kept confidential and will not be submitted anywhere else .


1. Which Mobile Handset Do You Use? 















2. How Do You Rate The Satisfaction Level From Different Handsets? 















3. Rank On The Basis Of Price To Performance Ratio ? 











4. Whom Do People Buy Handset For?






Q5. Which Brand You’ll Buy Given Same Features In All Major Handset Models Available?



Q6. Which Is The Most Preferred Brand Amongst The Two? 



Q7. Which Is The Most Price Competitive Brand? 



Q8. Which Is The Most Quality Competitive Brand? 



Q9. Which Brand Has The Optimum Product Variety? 




Q10. Which Brand Has The Best Distribution Network? 



Q11. Which Brand Is Having The Most Effective Media of Advertising? 



Q12. Is The Brand Visible In The Market? 



CONSUMER ANALYSIS ON THE BASIS OF GENDER:MALES:Q13. Which Brand You Choose While Buying A New Handset? 




Q14. Why Do Males Buy Handset? 


Status Symbol


Product Appeal

Forced To Buy



Q15. Which Brand You Choose while Buying A New Handset? 




Q16. Why Do Females Buy Handset? 


Status Symbol



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