A SUMMER TRAINING PROJECT REPORT ON

KNOWING ABOUT THE CONCEPT OF NOKIA OUTLETS THROUGH AUDIT AND OBSERVING BEHAVIOUR OF SALES PRAMOTER
(BHARAT DRASHAN)

SUBMITTED BY-

Submitted To:

Submitted By Ravi kant gupta Mba+pgp(20011-13) ROLL NO-23 Delhi Bussines School

Delhi Business School

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ACKNOWLEDGEMENT
It takes immense pleasure to express our gratitude to one and all who have contributed for the successful completion of this project. I would express my heartfelt thanks to Mr. T.N.Srivastava (Head, Training & Placement Cell) who gave us the opportunity to do Summer Training at Market Probe, New Delhi. I express my deep sense of gratitude and thanks to Mr. K.N.Shahi (Operations manager north, Market Probe InSdia Ltd.) for giving us the opportunity to work in the organization and learn during the process. I am grateful to Mr. Ravi Nandan (Project manager Market Probe India Ltd) for giving me this opportunity to work on this project and for his valuable guidance and recommendations that helped us in the preparation of this report. I would like to express my sincere appreciation and thanks to Mr. Suman,

Mr. Manish who guided me all throughout the summer training. It is under her
valuable guidance, constant interest and encouragement I have completed so many excellent interviews. I would also like to thank Mr. Rahul and Mr. Ritesh who always helped and supported me during the entire summer training. Last but not the least, I wish to express my gratitude to my faculty members and my parents for their blessings and guidance.

.. Devendra PGDBA (2009-11)

Delhi Business School

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PREFACE

As without any digit, there is no meaning of zeros; in the same way, without any practical experience there is absolutely no relevance of the theoretical knowledge. A management program remains incomplete without practical training i.e. without the test of any real business and management problems. A person cannot learn swimming by merely reading hundreds of books on it; he practically swims in the water to learn swimming. Similarly, management training remains incomplete without the taste of real business scenario and management problems. Theoretical lectures must be correlated with practical training to make learning process more effective and to provide a platform to judge and apply ones theoretical knowledge to practical situations. I have undergone 8 weeks of training at Market Probe, New Delhi. During the training I have worked on the project Satisfaction of Hyundai Customers with its Service Canters. Being a student of management, the training contributed a lot in gaining knowledge about the actual business environment.

Devendra PGDM(2009-11)

Delhi Business School

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Table of contents
Serial No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11 12 13 14

Particulars
Acknowledgement Preface About Market Probe About Nokia company About MP Global Link Research Methodology About Questionnaire Types of audit Types of work Research Findings Learning and Experiences Recommendations Conclusion Bibliography

Page No.
02 03 05 06 13 14 15 16 17 19 24 26 28 29

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Market Probe
Mission
Our mission is to help our clients achieve their business goals and protect their long term assetstheir customers, their employees, and their brands.

About Market Probe (contd.)

Market Probe began as a consulting company in 1976. Founded by Dr.T.R. Rao (Company President and CEO), a former University professor specializing in marketing and statistics. Market Probe began with projects focused on market feasibility studies, consumer research, image research and marketing effectiveness. Market Probe has full-service research offices in the U.S., Canada, the UK, Belgium, Dubai, India, Singapore and China; and we have formed several strategic partnerships with field agencies around the world. Market Probe was also recently listed as 24th largest U.S. based marketing research firm by global revenue. It has $ 41.4 million in annual revenues and has grown more than 150 % over the last five years.

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Today Market Probe offers large scale customer satisfaction and loyalty tracking programms and consulting solutions for many sectors National and Multinational banks Insurance and Brokerage firms Healthcare sectors B2B Products/Services Telecommunication companies Retail, hospitality and tourism sectors Associations of various types

ABOUT NOKIA COMPNY

Nokia, the biggest player in the GSM Handset market. Products available at almost every single outlet which deals in mobile handsets. Study mainly focused on assessing performance of various retail outlets, hence called RQA (Retail Quality Audit) Three major components of the study 1-Store Look & Feel 2-Presence of recent promotional activity/brands in the store 3-Nokia Salesman/womans performance.

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Nokia Branded Retail (NBR)

These are exclusive Nokia outlets. They do not stock any other

brand apart from Nokia. There are two kinds outlets which can be termed as NBR. 1.Nokia Concept Store 2.Nokia Priority Dealer

1-Nokia Global Look

Has a blue wallbay arranged against the wall. Experience unit a part of the wall bay. Key retail Element-FSDU. Has wooden flooring

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2-Nokia White Look

1. Semi Circular layout 2. All backwalls, floor, ceiling will be white in color 3. Key Retail Element TPO (Hanging/Candle)

3-Nokia Blue Look

1. Old backwall units like glass showcases where dummy handsets are placed 2. Key Retail Elements Nylon Box with creative in the backwall, Poster Light Box, WMIS (Wall Mounted Interior Signage)

These are multibrand outlets. However, a NSP must have an Experience TPO. An Experience TPO is the area where customers can check out live/demo phones. It should have 1. Headset
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Nokia Solutions Partner(NSP)

2. Speaker 3. Laptop

Shop In Shop (SIS) These are Multibrand outlets having an exclusive Nokia counter. The counter is also called the Back Wall Unit and does not have any Experience Unit. Rest Of Promoter (ROP) Outlets These are Multibrand outlets which are not NSP or SIS and have atleast one exclusive Nokia sales person. These sales people are referred as Promoters. Also, there is no Experience Unit in these kind of stores. Organized Trade (OT) These are uniformly branded Multibrand outlets. The biggest OT in India is The Mobile Store. They may have exclusive Nokia Sales Promoter, but they cannot be identified by look as they wear the OT uniform.

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GSB Glow Sign Board. The signboard of the outlet which has lights in the background and glows in evening/night Flange These are wall mounted hanging display signage normally displayed near the main signboard Standee A standee is a large self-standing display promoting a brand. They are typically made of cardboard, and have large selfstanding posters. Show Window Is a display window in a shop displaying items for sale. Usually, the term points to the larger windows in the front facade of the shop Poster A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters include both textual and graphic elements. Dangler These are small posters which are hang loosely from the ceiling/other high areas. This is usually done to let them swing freely. GTM A GO-TO-MARKET is a focussed strategy that involves what kind of customers will be targeted for the particular product and what benefits the product will offer them. GTM is a dynamic strategy where products keep changing.

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Dummy Handsets These are handsets which are simply lookalike of the original model, but there is no other functionality in those handsets.

POSM A POINT OF SALE MATERIAL is intended to draw the customers' attention to products, which may be new products, or on special offer, and are also used to promote special events. POS displays can include dummy packs, display packs, display stands,, posters, and banners. Wallbay A wall mounted/floor standing showcase or display unit kept in front of the walls. Wall Mounted Interior Signage(WMIS) These are life-size posters which are pasted on a panel, mounted on the wall of store.

Live Demo Handsets These are live handsets which are used to give demonstration of features to a customer. These are normally kept in the with the store sales person or are mounted on the Experience Back Wall Unit/Fixture A wall mounted/floor standing showcase or display unit at the back wall of the main counter.

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FSDU A FL OOR STANDING DISPLAY UNIT is a small counter which can be accessed from all the sides. In a store, normally demo items are displayed

TPO A TOTAL PRODUCT OFFERING unit is either hanging from the ceiling or is a floor fixed round table seen in NBR RPP (Retail Promotion Planning)/Planogram The monthly booklet from Nokia which details the layout requirement by each outlet type.

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MP Global Link is one of the fastest growing data collection companies in the market place. We offer comprehensive fieldwork solutions for market research companies, consulting companies and corporate clients. Based in Mumbai, we have affiliate offices in other cities in India as well as globally to assist in both local and global data collection. We can support quantitative, qualitative and customer satisfaction research in all market research sectors. MP Global Link India has its field offices across 45 major cities in India. We have a state-of-the-art centralized CATI center in Noida Our commitment is to deliver high quality, unbiased data across cultures and languages. Our recruitment team works to ensure a consistent and reliable pool of highly trained, native speakers in all languages to conduct face-to-face, CATI and telephone interviews We work in partnership with our clients, taking care of the day-to-day management of the project. We deliver prompt, reliable and accurate data at highly competitive prices

Our Global Advantages-- International Reach,Phone and On-Line Research ,Face - to - Face Research ,B to B Research Reach the Decision-Makers ,B to C Research We Speak The Language of ,Consumers Worldwide ,Desk / Secondary Research

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RESEARCH METHODOLOGY
Purpose of the studyThe purpose of the study was to know how the nokia outlets are functioning, whether they are providing all the facilities to the customers or not and at what extent. And observe sales promoter behavior with customers and presentation of product . Second thing is mystry audit of outlets including solution spacelist s behavior.

Objective of the studyThe key objective of the research was to find out the functioning of the outlets and analyzing the S.P. ands.S.S s behaviour with customers and promotion of the target model. Get some practical knowledge about market Identifies the problem of the customer Audits pricing & merchandising compliance Analysis of the promotion branding Allows for competitive analyses

Limitations of the studyThere are certain limitation to the study which are mentioned below There were time constraints both on the interviewer side and the respondent side. Biasness on the responses of the respondent can not be totally avoided. The responses of the respondant cannot be taken as representation of the whole population.

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REASERCH DESIGN
Descriptive Research: In our market survey descriptive research process was carried out to describe the outlet designing .

About QuestionnaireThere were total 50 Questions related to the outlet designing and promotion of nokia product comare than competetior brand and sales presentation of nokia products an.d behavior of S.P. with customers. Questions can be categorized in Opening of the questionnaire (Introduction Part) Body of the Questionnaire In this section there were questions related to-Store Front $ Entrance 1--Mobile phone 2--Upkeep $ Maintenance 3--Staff member 4--Brand Visibility 5--General furniture and store Layout 6--General Device and Accessories 7--Live phone $dummies 8--Experience TPO $ FSDU

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TYPES OF AUDIT
Market probe company organizes the audits on behalf of NOKIA company. The data is given the company by the nokia company,which includes the number of Nokia store and their locations. The company organizes 2 type of audit i.e.

1--Mystry audit 2Sanctioned audit In mystry audit 2 trainees are sent to the prescribed location. They both imitate to be real customers. First trainee buys the product while the other looks around the concept of Nokia store . While in sanctioned audit, one trainee does the audit, he has got the authority letter which he shows to the store manager and the second trainee becomes the customer and tries to buys the product. The difference between both these audits is that in sanctioned audit both the trainees do not audit together. One does the external look and feel while one does internal look and feel.

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TYPES OF WORK
I have done annouance audit and mystry audit of nokia stores as like NBR NSP SIS ROP O.T.(TMS,HOTSPOT,PLANETM,F.A.ETC)

In different zone as like North,South,East,West.

I also did survey of the raymonds outlets to know satisfaction of the customer, know about loyal customer , influence of the ads on purchasing decision and Know about the interest towards new scheme.

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DATE
11/5/2010 11/5/2010 12/5/2010 14/05/2010 15/05/2010 19/05/2010 19/05/2010 20/05/2010 22/05/2010 22/05/2010 25/05/2010 25/05/2010 26/05/2010 27/05/2010 27/05/2010 29/05/2010 29/05/2010 30/05/2010 30/05/2010 31/05/2010 31/05/2010 1/6/2010 1/6/2010 2/6/2010 2/6/2010 3/6/2010 5/6/2010 5/6/2010 7/6/2010 7/6/2010

STORE
HOT SPOT TMS PLANET M UTG COMPUTER VENKATESHWARA DISTRIBUTORS DR. MOBILE DIGILOGIC CREDO SALES SERVICE ASHA COMMUNICATIONS DIGITAL PARK TMS PLANET M PLANET M PLANET M HOTSPOT FUTURE AXIOM HOTSPOT TMS VENKATESHWARA DISTRIBUTORS TMS TMS TMS SATKARTAR COMM. DEEPAK TELESHOP

STORE TYPE
OT OT OT NBR NBR NSP NSP NSP SIS SIS OT OT OT OT OT OT OT OT NBR OT OT OT SIS NSP SIS SIS NSP SIS NSP NBR NBR NBR NSP NSP NSP

LOCATION
VISHNU GARDEN HARI NAGAR HARI NAGAR RAJDHANI ENCLAVE ASHOK VIHAR TIBETAN MARKET DERAWAL NAGAR INDERLOK PALAM WAZIRPUR DURGAPURI CHOWK JYOTI NAGAR LAXMI NAGAR MAYUR VIHAR 1 MAYUR VIHAR 1 MAYUR VIHAR 1 SHADHARA MAYUR VIHAR 2 MAYUR VIHAR 2 PANDAV NAGAR ROHTASH NAGAR SHAKARPUR PULPEHLAD KALKA ALAKNANDA PVR SAKET COMPLEX MAYUR VIHAR 2 DEFENCE COCLONY MALVIYA NAGAR KALKA JI GREEN PARK KALKA JI VASANT VIHAR BASRURKAR MARKET DEFENCE COCLONY MOTI BAGH

SALES PROMOTER
2 1 0 3 2 1 0S 2 1 0 1 2 2 2 1 1 1 1 3 1 1 0 0 1 1 2 1 0 1 2 2 3 1 1 1

NEO 17 LISA MOBILE TELECOM SHOP SATKARTAR COMM. CELLULAR HUT TIME EXPORIUM VENKATESHWARA 10/6/2010 DISTRIBUTORS 11/6/2010 CELLMART PVT LTD 13/6/2010 AUDIOTECH 15/06/2010 TELECOM SHOP 18/06/2010 MK ENTERPRISES

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19/06/2010 WIZARD DIGITECH

NSP

YAMUNA VIHAR

RESEARCH FINDINGS
According to my own survey, the research findings were Most of the dealers consider sufficient material(broucher ,poster etc) and easy solve the complains Nokia model (x6,x3) have created a buzz among customers which forces them to purchase other product.

The customer are highly satisfied with the Nokia phone. They have only problems with availbility. The Nokia company did not keep professionals aware of the latest trends and concepts,which they need to keep in their stores. O.T. group is selling more competitors brands. Some outlets owner does not good behave with auditiors.

5. SIS and ROP have more counters and sales promoters of other brands. 6. Price sensitivity varies from BR to OT,as they are including their merchandising and maintenance charges also.

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Availaibility of GTM handset or POSM

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% BR SP SIS ROP OT

Availaibility of GTM handset or POSM

.
OUTLET BR SP SIS ROP OT PRESENCE OF SP 100% 60% 40% 20% 10%

KNOWLEDE LEVEL OF SP
OT ROP SIS SP BR 0% 20% 40% 60% 80% 100% KNOWLEDE LEVEL OF SP

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SALES PROMOTERS PROBABILITY IN OUTLET

BRANDS CLIENT SAMSUNG MOTOROLA LG SONY BLACKBERRY SALES PROMOTER 1 1 .25 .5 1 0

SALES PROMOTERS
1.2 1 0.8 0.6 0.4 0.2 0 CLIENT SAMSUNG MOTOROLA LG SONY BLACKBERRY

SALES PROMOTERS

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SAMSUNG MOTOROLA LG SONY BLACKBERRY

90% 60% 65% 40% 20%

PROMINENT INSIDE
CLIENT SAMSUNG MOTOROLA LG SONY BLACKBERRY

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BRANDS ss SAMSUNG MOTOROLA LG SONY BLACKBERRY

PROMINENT OUTSIDE 95% 90% 30% 50% 10% 60%

PROMINENT OUTSIDE
CLIENT SAMSUNG MOTOROLA LG SONY BLACKBERRY

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Learning and Experiences-

In two months I have learnt various things. I have got an opportunity to get a feel that work is being performed especially in data collection. I have got an experience of Data Entry Concept of Nokia store Data collection Through CATI Through field work questionnaire filling.

i.e.

door

to

door

Pramotion of the nokia brands. Know about marketing of nokia. Importance of the announce audit. Know about new concept of the mystry audit. How we can minimize gap of communication. Convincing skills over telephone.

Office work experience. An experience of continuous talking over phone.

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 How the target is achieved in an organization.

FEW POINTS LEARNT BY RAYMONDS PROJECT & HONDA RESALE PRICE

1--Resale market is untap market and there is great uppourtunity for diversified the bussenes. 2Raymond customers satisfaction. 3Loyalty o f the customer. 4Know about the customers which influence through advertisement. 5know about the weak ness of the Raymond store. 6intraction with the customers. 7know about the consumer behaviour.

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Recommendations
During my summer training I gradually realized that the customer have no problem with the Mobiles but one of the major problem today being faced by them are with the services of the Nokia company and its professionals.I will recommend a few things to improve Nokia to serve its customers in better way Nokia company should solve quickly complains.some customers already given feed backs a no. of time, but their problem is still not solved. Company should do work on CRM with external and internal customers. Some outlet should be stop. because they are selling other product and there is not enough space for presentation and promation This type of outlets will effect goodwill of Nokia company. Communication shoul be proper between sales promoter and company .some time S.P. does not know which Mobile should sell more ,and what is the new changes. NOKIA COMPANY should focus in lower middle segmen(Price range 2000-4000Rs) with advance feature. It should come with price offer.It should launch more 3G Phone in middle segment. According outlet and place they should change Target model. Nokia should provide the appropriate accessories and datas to the company professional and also , in the stores.

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. Provide complete materials for promotions.Ex(bunting danglers poster lcd brouchers). LCD should be in store and play nokia prumpating music in every outlet Differenciate customers and give importance to loyal customers. Make product availbilty in every outlet.Some dealers is doing negative marketing because less product availability in on time and flexbile benefits. . Sales promoter as well as store staffs should be more aware about the GTM handset, POSMs and creative. Client should make distribution of retail branding strong Most of the ROP does not even having dummy model of GTM model handset, client should provide them. Make the sales promoter mandatory to present at the out let. Make the separate counter for Nokia in the ROP outlets, and having a particular percentage of Nokia retail branding and POSMs.

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ConclusionCompetition in mobile industry is increasing day by day, with the introduction of so many companies in small and mid segment it has become quite tuff to survive. To survive in this situation Nokia must be no less than anyone in any segment. Nokia customers are highly satisfied with their Mobiles; they have sometimes problems with availability of the products and services especially in key areas like quality of services offered And CRM with external customers.

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Bibliography
Internet Websites www.google.com www.mobileindia.com www.mobilesunplugged.com www.mobileforum.com

Newspaper and Magazines The Economic Times

Books Marketing Research, N.K.Malhotra

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