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Research Methodology 2. Limitation Chapter III 1. Descriptive work on sub topic of study Chapter IV
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Data Analysis & Interpretation
Conclusion Recommendation and Suggestion
Chapter VII 1. Apendices 96-100
• Introduction • Need of study • Scope of study • Objective of study
to the manufacture of Cables for the telegraph industry and to support that new fagled device – the telephone. multi-colored. After operating for 50 years. overnight. Nokia Corporation was formed in 1967 by the merger of Nokia company – the original paper – making business – with the Finnish Rubber Works and Finnish Cable Works. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and. which turned mobiles into a fashion item. Take. quite naturally. Design has always been important at Nokia and today’s mobile phones are regarded as a benchmark for others to follow. Nokia was in the communications business as a manufacturer of paper. it hit on the idea of making brightly colored 4 . for example. Rubber and Associated Chemicals were leading edge technologies at that time. clip-on facias. Then came to technology with the founding of the Finnish Rubber Works at the turn of the 20th century. an Electronics Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications.the original communications medium. But Nokia has always thought like that and back in the fashion conscious 1960’s when one branch of the corporation was a major rubber manufacturer.INTRODUCTION From its inception.
V. Nokia produced the original hand portable in 1987 and phones have continued to shrink in inverse proportion to the growth of the market ever since.rubber boots at a time when boots followed the Henry Ford principle – you could have any color. changes were afoot.V.. so long as it was black! The 60’s. A radiotelephone was developed in 1963 followed. the political goal 5 . were more important as the start of Nokia’s entry into the telecommunications market. True enough. monitors and T. In the background. there were ‘transportable’ mobile phones at the start of the 80’s but they were heavy and huge. NMT. It took a technological breakthrough and a change in the political climate to create the wire-free world people is increasingly demanding today. Satellite Connections and text services fuelled the imagination of the fashion conscious homeowner. In those days. however. In 1987. by data modems – long before such items were even heard of by the general public. in 1965. the prospect of High Definition T. everyone looked to microcomputers as t he next ‘big thing’ and Nokia was no exception as a major producer of computers. The technology was the digital standard. which could carry data in addition to high quality voice. sets. The world’s first international cellular mobile telephone network. GSM. In the 1980’s. however. was introduced in Scandinavia in1981 and Nokia made the first car phones for it.
the DX 200. The 80’s and 90’s saw widespread deregulation. was appointed to head the entire Nokia group. Year 1982 Europe's first digital telephone exchange.was set to adopt GSM throughout Europe on July 1 st 1991. Politics and technology have continued to shape the industry. then President of Nokia Mobile Phones. 6 . HISTORY OF NOKIA Year 1969 Nokia introduced the world's first 30-channel PCM (Pulse Code Modulation) transmission equipment conforming to the standards of CCITT (Consultative Committee on International Telegraphy and Telephony). which stimulated competition and customer expectations. the Nokia Talkman. thanks to Nokia and the operators. Finland met the deadline. Year 1981 The world's first international cellular mobile telephone network NMT opened in Scandinavia with Nokia introducing the first car phones for the network. Year 1984 The world's first portable NMT car telephone. Nokia changed too and in 1992 Jorma Ollila.
Year 1991 The first manufacturer to have a large-scale production-ready GSM phone. Year 1993 7 . the first family of handportale phones for all analog networks. Year 1992 The Nokia 1011. was brought into use in Finland. manufactured by Nokia. the first digital handportable phone for GSM networks. supplied by Nokia. Year 1989 The world's first Actionist trucking mobile radio network was brought into operation. The world's first fast-poll 14. Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards.The world's first genuine GSM call made using Radiolinja's network.The Nokia 100 series.400 bps (bits-per-second) modem.Year 1987 The world's first NMT handportable. Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers. the Nokia Cityman.
Year 1996 8 .The world's first credit card size cellular modem card developed with AT&T Paradyne.The new joint venture.The world's first SMSC (Short Message Service Centre) taken into commercial use in Europolitan's Nokia network. was established: the first factory to manufacture large scale GSM systems and equipment in China. including the Nokia PC Card and the Nokia Cellular Data Card. Japan Digital).The first European manufacturer to start selling mobile phones in Japan.The world's first Data Communications Server (DaCS). TDMA.The world's first digital cellular data products. providing fully digital. fast access to corporate LANs. PCN.. Year 1994 The first offical GSM call in the People4s Republic of China made on a Nokia phone on Beijing TA4s network.The first Personal Communications Network based on GSM 1800 standard delivered by Nokia. Year 1995 The world's first integrated wireless payphone.The first manufacturer to launch series of handportable phones for all digital standards (GSM. Beijing Nokia Mobile Telecommunications Ltd. supplied by Nokia.Inmarsat made the world's first satellite telephone call with Nokia's pocket-size GSM handset. The Nokia 2100 was the world's smallest and lightest family of digital products.
Chinese character short messaging service and Chinese user interface were launched in the Nokia 8110 mobile phone. The Nokia 9000 Communicator. New standards for operating times and a set of innovative industry-first features. the Nokia 6100 series. the Nokia Mediamaster. This provides the possibility to integrate GSM 1800 transceivers (TRXs) into an existing GSM 900 Base station(BTS). called officially Helen Net 9 . including audio quality and an entirely new Profile function which enables users to adjust the phone settings according to various situations. Nokia was the first manufacturer to offer both simplified and traditional character sets in the same phone. which enables calling by voice activation. Nokia is the first company to demonstrate an entirely new. the Nokia GSM 900/1800 Dual Band BTS. The network. With this introduction. which is the world's first NMT phone with Navi Key. A new handset for the NMT 450 standard. the Nokia 540. the first with an innovative. innovative feature for PDC handsets. The Nokia 2160. the first available dual mode AMPS/TDMA phone. The world's first GSM dual band base station.The Nokia 8100 product family. Year 1997 The world's first four TETRA networks were delivered by Nokia. The next generation GSM product family.The first digital multimedia terminal in the world. Next generation half-rate hand portable for the digital PDC standard in Japan. the world's first all-in-one mobile communications tool introduced at the CeBIT exhibition. ergonomically comfortable design. The first call on the Helsinki City Energy Company's digital TETRA network was made.
by Helsinki City Energy Company, is the world's first network taken into operative use, according to the TETRA standard.' The Nokia 3810, the first mobile phone specially designed for Asian consumers
Year 1998 Nokia delivered world's first ETSI standard ADSL and IP network to Telecom New Zealand, thereby marking the start of commercial delivery of broadband data services using the ADSL network. The Nokia 9110 Communicator, the first hand-held mobile device supporting wireless imagining. The Nokia 5100 series, the first mobile phones with user-changeable covers. The world's smallest NMT 450 phone, the Nokia 650, sets a new benchmark for NMT 450 technology. As a special additional feature and first in the market, the Nokia 650 has a built-in FM radio. Year 1999 Nokia introduced the world's first high-speed data terminal for wireless networks: the Nokia Card Phone 2.0 brings about a four-fold increase in data transmission speed. Nokia completed the world's first WCDMA (Wideband Code Division Multiple Access) phone call through a public switched telephone network. Nokia announced the world's first media phone that is based on the Wireless Application Protocol (WAP) in Mobile Media Mode. The Nokia 7110 dual band GSM 900/1800 media phone has been designed to enable easy access to Internet content from a mobile phone.
Year 2000 Nokia introduced the world's first IPv6-enabled end-to-end GPRS network. Operators can use Nokia GPRS networks to provide their customers with new types of services that bring benefits offered by IPv6, such as global reachability and end-to-end security. Nokia introduced the world's first TETRA WAP browser which brings powerful WAP applications to TETRA professional mobile radio networks. WAP over TETRA provides a new method of data communication for professionals. It enables real-time direct access to various customer and technical databases in only a few seconds.
Nokia has combined the versatility of WAP with the power of TETRA to introduce the world's first WAP services for digital professional mobile radio users. The new WAP services have been developed in co-operation with Finnish companies Helsinki Energy and Tekla Corporation. Nokia and Sonera have completed tests that bring roaming capabilities for IP traffic between GPRS networks for the first time in the world. Nokia and Scandinavian Airlines Systems announced a partnership to bring Nokia mobile phones to the selection of goods sold on all international SAS flights. This is the first time mobile phones will be sold on airplanes. Nokia launched the Nokia LiveSite platform, the world's first WCDMA implementation which is compatible with the latest 3GPP standards for third generation networks. Nokia successfully carried out the world's first WAP service over a trial WCDMA system. The tests were completed in Beijing, China, where Chinese language WAP services were transmitted via the WCDMA system and radio network. Nokia, a founding member of the SyncML initiative, announced that it had successfully demonstrated the world's first wireless Internet synchronization using the SyncL protocol.
Nokia is the first vendor in the world to bring full mobile IP packet data functionalities into TETRA networks. Nokia TETRA IP significantly enhances access to WAP services and more efficient WAP service development is possible with new TETRA IP functionalities. Nokia announces world's first GPRS roaming between M1 Singapore and Cable and Wireless HKT Mobile Services, Hong Kong. This is the first announcement of its kind in the world for GPRS inter-operator roaming.
Year 2001 Nokia introduces the industry first multimedia messaging solution, the Nokia Artuse (TM) MMS (Multimedia Messaging Service) Center, a high-capacity platform for the next wave of mobile messaging. The solution enables operators to introduce multimedia messaging services combining new rich content, such as audio and video clips, photographs and images with the traditional text messaging.
Nokia and the Finnish operator Sonera conducted the world's first Wireless LAN roaming based on GSM technology. Sonera is making use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones. Year 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. The Nokia 3G WCDMA network and terminal used were based on the commercial standard level
Year 2004 Using Nokia's CDMA Dual-Stack handset.09 Mbps. This was the first time that packet data has been transmitted end-to-end on a commercial system based on the above mentioned commercial standard. was made between a test set based on a commercially available Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6. Year 2003 Nokia announced that the world's first cdma2000® 1xEV-DV high-speed packet data phone call was completed at Nokia's CDMA product creation center in San Diego.known as 3GPP (3rd Generation Partnership Research research project) Release 99 June 2001 version. the latest step in the development of innovative products for mobile communications. consumers will be able to easily access a variety of 13 . Nokia announced the Nokia NFC (Near Field Communication) shell. Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. Wireless Solutions Group. The call. With the Nokia NFC shell on their phone. achieving a peak data rate of 3. 1xEV-DV basestation emulator. This chipset is the world's first to support complete 1xEV-DV Release C functionality. in November.
services and conveniently exchange information with a simple touch gesture utilizing NFC technology.Handheld) network at the Nokia Connection event in Singapore. MediaCorp Technologies. Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global GCF 3G WDCMA Certification. an independent industry body which provides network compliancy requirements and testing for GSM/WCDMA mobile devices. This unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before. 14 . The certification was achieved based on the requirements defined by Global Certification Forum (GCF). SBS Finland's Kiss FM became the first radio station in the world to begin Visual Radio broadcasts. In October. M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast . Nokia and TeliaSonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network. Nokia. Achieving a first for the Asia-Pacific region. Nokia and Texas Instruments Incorporated introduced the first pre-integrated and validated Series 60 Reference Implementation based on TI's OMAP(TM) processorpowered reference design in February. The Reference Implementation is available immediately to Series 60 licensees.
which include a 1. To cope up with this situation it launched improved handset of the “N” series .3 megapixel camera n addition static ram which increases the work efficiency on handphones. a touch screen cellphone with wide display. N91 and N95 Year 2009-10 15 .Nokia introduced a new product for secure mobile contactless payments and ticketing. Nokia 8800 Sirocco gold and diamond edition were also launched in this year. The company launched 2 handsets in the market namely N70 and N90. Year 2008 Because of some technical error in the mainframe of inbuilt software of N 70 and N90.Some cellphones which were launched in this year are nokia 6708. N80. The world's first Near Field Communications (NFC) product for payment and ticketing will be an enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone. Year 2006 In year 2006 nokia launched 7710. the company suffered a huge loss of reputation in the market. Year 2007 Nokia brought a drastic change in the cellphone industry by launching “N” series in the market. N72.
particularly Sony Ericsson and Samsung. 16 . E63 and E90. Nokia phones Nokia remains the world's number one manufacturer of mobile phones. Nokia have the advantage of outstanding loyalty from its traditional customers. N82. N81. together with a perceived reputation for reliability and user-friendliness. As these technologies become more and more important in modern phones. Cellular cells are transferred from base station to base station as a user travels from cell to cell. It’s called ‘Cellular’ because the system uses many base stations to divide a service area into multiple ‘Cells’. although its position is under threat from other manufacturers. One of Nokia's problems is its difficulty in competing against electronics giants like Sony and Samsung with their unparalleled expertise in technologies like digital photography and LCD displays. nokia launched its “E”series. Series“N” and Series“E” platform. Nokia added N73. Some of the model name of cellphones of “E”series are E61. N85 and N95(8 gb) in the N series. the gap between Nokia and its rivals becomes more apparent. However. Nokia has a dominant position in the smartphone market with its Series 60. Nokia's response is to focus more on innovative design and the concept of a "fashion" phone.Along with the increment of N series. at the top end of the market. CELLULAR A type of wireless communication that is most familiar to mobile phones users.
The basic concept of cellular phones began in 1947, when researchers looked at crude mobile (Car) phones and realized that by using small cells (range of service area) with frequency reuse they could increase the traffic capacity of mobile phones substantially. However at that time, the technology to do so was nonexistent. Anything to do with broadcasting and sending a radio or television message out over the airwaves comes under Federal Communications Commission (FCC) regulation. A cell phone is a type of two-way radio. In 1947, AT & T proposed that the FCC allocate a large number of radio spectrum frequencies so that widespread mobile telephone service would become feasible and AT & T would have an incentive to research the new technology. We can partially blame the FCC for the gap between the initial concept of Cellular Service and its availability to the public. The FCC decided to limit the amount of frequencies available in 1947, the limits made only twenty-three phones conversations possible simultaneously in the same service area – not a market incentive for research. The FCC reconsidered its position in 1968, stating “if the technology to build a better mobile service works, we will increase the frequencies allocation, freeing the airwaves for more mobile phones.” AT & T and BELL labs proposed a cellular system to the FCC of many small, low-powered, broadcast towers, each covering a ‘Cell’ a few miles in radius and collectively covering a larger area. Each tower would use only a few of the total frequencies allocated to the system.
As the phones traveled across the area, cells would be passed from tower to tower.
ANALOG SERVICE: A method of modulating radio signals so that they can carry information such as voice or data. Analog cellular phones work like a FM radio. The receiver and transmitter are tuned to the same frequency, and the voice transmitted is varied within a small band to create a pattern that the receiver reconstructs, amplifies and sends to a speaker. The drawback of analog is the limitation on the number of channels that can be used.
DIGITAL SERVICE: A method of encoding information using a binary code of 0’s and 1’s. Most new wireless phones and networks use digital technology. In digital, the analog voice signal is converted into binary code and transmitted as a series of on and off transmissions. One of digitals drawbacks is that there are three digital wireless technologies, CDMA, TDMA, and GSM. Phones that work with one technology may not work on another.
TDMA IS-136 (TIME DIVISION MULTIPLE ACCESS): It is an update to TDMA IS-54, also called Digital AMPS or D-AMPS. Released in 1994, TDMA IS-136 uses the frequency bands available to the wireless network and divides them into time slots with each phone
By 1987. the GSM standard was created based on a hybrid of FDMA (Analog) and TDMA (Digital) technologies. CDMA also exists at both the 800 MHz and 1900 MHz bands. GSM (GLOBAL SYSTEM FOR MOBILE COMMUNICATIONS): It is based on an improved version of TDMA technology. In 1982. BELL SOUTH and SOUTH WESTERN BELL. GTE.user having access to one time slot at regular intervals. The Qualcomm Corporation began developing a CDMA wireless system in the late 1980’s that was accepted as a standard in 1993 and went into a operation by 1996. TDMA IS-136 exists in North America at both the 800 MHz and 1900 MHz bands. the conference of European posts and Telecommunications (CEPT) began the process of creating a digital cellular standard that would allow users to roam from country to country in Europe. Major US carriers using TDMA and AT & T wireless services. PRIMECO and SPRINT PCS. CDMA type technology was used in military communication systems because it was resistant to interface from enemy signals. BELL ATLANTIC / NYNEX. CDMA IS-95 (CODE DIVISION MULTIPLE ACCESS): It is based on a form of spread spectrum technology that separates voice signals by assigning them digital codes within the same broad spectrum. The major US carriers using CDMA are AIR TOUCH. GSM engineers decided to use wider 200 KHz 20 .
This allowed for fast bit rates and more natural-sounding voice. Sprint Spectrum. you don’t have to point devices directly at each other. and instead of having only 3 slots like TDMA. The GSM standard was accepted in the US in 1995. Western Wireless. with the first network being in the Washington D. SM channels had 8 slots.compression algorithms. DIFFERENT TECHNOLOGY BLUETOOTH TECHNOLOGY It is a technology for wireless communication between devices. GSM-1900 cellular systems have been operating in the US since 1996. Every decorator knows that cables and wires are unsightly and confusing. Major carriers of GSM 1900 include omni point. Microcell. GSM is currently the only one of the three technologies that provides data services such as email. It’s based on a low cost short-range radio link. and it’s also the only service that permits users to place a call from either North America or Europe. area. Blue tooth can initiate connections automatically with paired devices. Pacific Bell. Unlike infrared. Bell South. Powertel and Aerial.channels instead of the 30 KHz channels that TDMA used. fax. Internet browsing. 21 . Bluetooth connections allow wireless communication between devices within a range of about 30 feet (10 meters).C. or even have both devices in the same room. and intranet / LAN wireless access.
you need a phone that supports it. When two devices share information. then sent over the network and 22 .so you don’t even have to think about it. no matter how much data you transfer. GPRS lets you send data faster than over a GSM data network. a subscription from your network operator that supports GPRS. and using very little battery power. To use GPRS. But “data” sounds pretty vague. you don’t have to pay for a Bluetooth connection. and the proper settings. GPRS TECHNOLOGY General Packet Radio Service is a technology that allows your phone to transfer data at moderate speeds. Packet switching works like a jigsaw puzzle: your data is split into many pieces. GPRS does what it says: it sends “packets” of data over a radio wave (on GSM network). And no. there are a few things that have to be worked out: firstly. how they will physically connect through how many wires? Or none at all? – And then what are the agreed commands that will make sense to both devices? Bluetooth is an industry standard that solves both of these issues cheaply. and it’s also a lot more efficient.
which sends “packets” of data over a radio wave. To use EDGE. and its used to create and run applications for Nokia phones. then sent over the network and reassembled at the other end. GPRS is just one of the ways to transport these jigsaw puzzles. Downloading and installing applications is a relatively simple process 23 . Like GPRS. making it far less frustrating to stream video and download larger files. a subscription from your network operator that supports EDGE. With JAVA applications. EDGE TECHNOLOGY Enhanced Data rates for Global Evolution (EDGE) enables data connections three times faster than GPRS within the same multi slot class. and the proper settings. JAVA TECHNOLOGY JAVA is both a programming language and a software platform. EDGE opens up a lot of possibilities for connecting to data networks on your mobile phone. GPRS is just one of the ways to transport these jigsaw puzzles. not for the time you spend connected. EDGE is based on General Packet Radio Service. your phone can do more of the things you’d like it to do. Packet Switching works like a jigsaw puzzle: your data is split into many pieces. you’re billed for the data you transfer. you need a phone that supports it.reassembled at the other end.
This makes using new applications easy. There are two parts to JAVA technology: a programming language. audio. or install anything else. and / or video clip. or to an email address. JAVA enabled Nokia phones – most Nokia models on the market nowcontain a JAVA Virtual Machine. Multimedia Messaging enriches your mobile messages in much the same way as inserting photos or changing fonts and colors does in email – it’s both useful and expressive. which is ready to run applications written in JAVA. because you usually don’t have to configure. send and receive text messages that also include an image. JAVA was originally developed by Sun Microsystems. load. You need an environment where the language means something. MMS TECHNOLOGY MMS stands for Multimedia Messaging Service.(as is uninstalling them). in which Nokia takes on active role together with sun and other members. and an environment in which those commands can be executed. and there is a wide range of applications available. Enhancements and standardization of the JAVA platforms are conducted by the JAVA Community Process (JCP). 24 . MMS messages are sent from one mobile phone to another. a technology that allows you to create. so JAVA brings its own environment along.
Of course. just an MMS-enabled mobile phone. an operator management that supports the service. As more phones on the market boast high network connection speeds and color screens. You don’t need to have an imaging phone to send and receive MMS messages. an imaging phone gives you the option of creating and passing on your original images. MMS is a scalable technology. And MMS is compatible with fixed email addresses. unlike an email with attachments. but other uses of the technology do exist. popularized by the recent imaging phones boom. An MMS message is a multimedia presentation in a single entry.MMS messages are sometimes considered equivalent to so –called “Picture Messaging”. making it easier to create and simpler to deliver than an email with attachments. MOBILE BROWSING TECHNOLOGY A mobile browser is simply any program that lets you access and read content on a network from a mobile device – usually the Internet or some other mobile network service. and the correct settings on your handset. so it is possible to criss-cross back and forth over the mobile-PC border. mobile browsing is becoming more common (and a lot better looking). which means it’s suitable for most types of mobile phones. 25 .
giving you the chance to surf without being chained to a desktop computer. EDGE. a way to access the web at your finger tips. GPRS. You can download. WCDMA. you can stream video content. etc) and the correct settings on your phone. Considering the no-frills WAP sites that started off mobile browsing. In order to browse with a mobile phone. Today’s mobile browsers give you richer colors and faster browsing than the original mobile browsers. Or. MOBILE VIDEO TECHNOLOGY Mobile video means both creating your own video clips and watching content created by others. Then it’s up to other companies and individuals to build the sites and services you can browse. a subscription from your network operator to a data service (GSM data. store and play back videos on your mobile device. you need to have a phone with a browser (either one that’s built in or downloaded). You can also tune in to live video feeds using streaming. the technology has come a long way. There are two types of mobile video content services: downloadable and streaming.Many new Nokia models come with an integrated XHTML or even HTML mobile browser. We can 26 . which is a better option for viewing longer clips because data isn’t stored on your phone. and most importantly.
MMS or over a wireless connection using Bluetooth technology or infrared). 2. 27 . WCDMA or other network connection. look for a phone that supports EDGE or CDM NEED OF THE STUDY 1. or movie trailers. − Store your favorite videos on a Multimedia Card (MMC) card – longer clips can fit on a MMC card as long as it has enough capacity. concerts. Unless the video you want to watch is already stored on an MMC card. − Subscribe to MMS videos and download short video content such as daily news. company gives better service to their customers. sports. − Watch streamed news. If you’re interested in streaming video. music videos.− Use a phone equipped with a camera to record your own clips. parties. It would help us to know about how many customers are loyal to their brands. EDGE. etc. your phone must be able to connect to the Internet in order to access to video files. This means you need a phone with a GPRS. 3. It would help us to know about nokia advertising strategies according to the customer. and the correct settings. then send them (by email. − Watch live camera views such as road conditions. weather or cartoons.
28 . To find out the company’s position in the cell phone market. 2.4. To determine the factor. It would help us to know about the reasons regarding non preference nokia cellular phone. which persuade the retailer for sale of nokia phone. SCOPE OF THE STUDY: 1.
29 . OBJECTIVES OF THE STUDY 1. To identity the organizational features of nokia.3. To analyze the advertising effectiveness on consumers of Nokia Cellular Phones. 4. 5. To find out the promotional activities of nokia. To find out the exclusive outlets of nokia and its competitors.
7. 3. To find out the promotional activities of nokia. To try and understand distribution channel system. To identity the organizational features of nokia. 10.2. To analyze the strategies that the company should adopt to turn viewers into consumers. 6. 8. To know the present status of the competitors of Nokia Cellular Phones in terms of advertisement. 11. To make suggestion and recommendations based on the findings of the study 30 . 12. 5. 4. To learn the strategy of nokia and its competitor. 9. To find out the exclusive outlets of nokia and its competitors. To analyze what the viewers expect from the advertisement in present generation. To find out the promotional activities of competitors. To analyze the different medium through which the advertisement reaches maximum number of people in the market.
PART 2 31 .
CHAPTER 2 RESEARCH METHODOLOGY • LIMITATION • 32 .
In this part of report the methodology of conducting research used in the problem understudy is explained as research methodology. So research methodology can be defined as the system of collecting data for research projects the data may be collected for either Theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management. inclusive of social attitudes and values. primarily on their experience within their social worlds. the mode of analysis of these experience permits stating proposition in the form. Research represents “a scientific method of exploring actual persons and groups.” In other words we can say that systematic and scientific search for new Facts.RESEARCH METHODOLOGY Research Methodology consist of two words research and methodology research refers to a search for knowledge. ideas and information while methodology means theoretical analysis of the methods appropriate to a field of study or to the body of methods and principles particular to a branch of knowledge. One can define research as scientific and systematic research for pertinent information on specific topic. 33 . In fact research is an art of scientific investigation.
The main components of research methodology are shown in the diagram given below 34 .
The main objective of the exploratory research is to fine tune the broad problem into specific problem statement and generate possible hypotheses. For example a food product manufacturer. 2) Establishing research priorities. The exploratory studies are mainly used for: 1) Providing information to enable a more precise problem definition or hypothesis formulation. 35 . The exploratory research design. 3) Giving the researcher a feel of the problem situation and familiarizing him with the problem. as the name suggests. involves getting a feel of the situation and emphasizes a discovery of ideas and possible insights that may help in identifying areas of further rigorous study. wanting in introduce a breakfast cereal may be in knowing the desirable attributes of such a product before really defining the product concept. gives useful direction for further research. It therefore.Types of Research Exploratory Research Conclusive Research Descriptive Research Causal Research EXPLORATORY RESEARCH: Ideally all marketing research projects must start with an exploratory research as this helps in providing a sharper focus of the situation and a clearer definition of the problem at hand.
using specific collection tools and specific techniques for analysis. While survey of existing literature may not provide solutions to the research problem. (a)Survey of existing literature Research Design Published literature presents a very economical source of study for the purpose of hypothesis generation and problem definition. it can certainly provide direction to the research process. (b)Survey of experienced individuals Clue to solving many a marketing problems can be had by talking to individuals who have expertise and ides about the research 36 . You will read more about types of secondary data and their use in marketing research in the unit on Data Collection. However.4) Collecting information about possible problems in carrying out research. rarely ever does formal design exist in case of exploratory studies. Structured and/or standardized questionnaires are replaced by judgments and intuitive inference drawing on the basis of collected data. Convenience sampling rather than probability sampling characterizes exploratory designs. government publications and individual research projects as well as data collected by trade associations. newspapers and periodicals. the design of the study is highly flexible and informal. A lot of data is also generated internally in the company and some of it could be relevant to given problem situations. Since exploratory studies are not conclusive studies. A large variety of published and unpublished data is available through books and journals. The generally used methods in exploratory research are: a) Survey of existing literature b) Survey of experienced individuals c) Analysis of selected case situations.
it is merely an attempt Together all possible information about the subject of research from people who have specific knowledge about it. a company is interested in finding out the reasons for the wide variation in sales productivity of its salesmen. he may not be able to elicit very valuable responses from the individuals. at this stage. The relationships. involve getting a feel of the situation and emphasizes a 37 . These individuals could be top executives. The exploratory research designs. sales managers. For example.subject. In certain cases this sort of study may help in identifying the possible relationships that exist between the variables in a given marketing problem situation. since the researcher also has very limited experience with the research problem. The success of this type of experience survey depends upon the freedom of response given to the respondent as well as upon the expertise and communication ability of the people questioned. However. The kind of research done by me is exploratory research. This exercise may help in identifying possible relationships between demographic and /or personality variables which may affect variation in sales productivity. The emphasis in this type of study is upon understanding the research subject as a whole. ©Analysis of selected cases This method involves the selection of a few extreme examples reflecting the problem situation and a thorough analysis of the same. as the name suggests. their extent and direction can then be measured using conclusive research designs. The information collection exercise does not involve a scientifically designed survey. sales men and channel members who handle the product or related products and consumers or potential consumers. as an exploratory study it could thoroughly analyse the case of some of its best and some of its worst salesmen.
describes data and characteristics about the population or phenomenon being studied. To determine weather certain variables are associated e. To describe the characteristics of certain group. To make specific predictions e. Descriptive research.g. demand of particular product in near future product. When. Situation or the happening is described with the help of 6W’s which stand for What. Where. The main objective of the exploratory research is to fine tune the broad problem into specific problem statement and generate possible hypothesis. This type of research approach is very rigid as opposed to exploratory research. 2. Descriptive research aims at describing certain situation or happening. Significance of Descriptive Research 1. 38 . To estimate the proportion of people in a specified population who behave in a certain way 3. Why. also known as statistical research. Descriptive Research In this report descriptive research have been used. 4.g. Who & the Way how? This type of research is appropriate for research problem where previous research has also been conducted & some sort of data is already available.discovery of ideas and possible insights that may help in identifying areas of further rigorous study. income and usage of product.
Samples drawn using probability methods are called “probability samples. you produce findings that can be generalized to the target population of your program. SAMPLING: Sampling is the processes of systematically choosing a sub-set of the total population you are interested in surveying. Methods for choosing samples are called “designs.” Good designs involve the use of probability methods. Developing the objectives 4. Collecting the Data 6. Generalization and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached. The basic idea in sampling is extrapolation from the part to the whole—from “the sample” to “the population. probability samples minimize bias. minimizing subjective judgment in the choice of units to survey. Extensive Literature Review 3. As it turns out. methods used to extrapolate from a 39 . Formulating the Research Problem 2.” (The population is sometimes rather mysteriously called “the universe.”Bias is a serious problem in applied work. Analysis of Data 7. however.STEPS IN RESEARCH DESIGN: 1.”) There is an immediate corollary: the sample must be chosen to fairly represent the population. With sampling. Preparing the Research Design including Sample Design 5.
using a random number table to choose the elementary units can be cumbersome. and accordingly I chose the samples. trees. If the sample is to be collected by a person untrained in statistics.A simple random sample is obtained by choosing elementary units in search a way that each unit in the population has an equal chance of being selected. A simple random sample is free from sampling bias. farms. However. Sampling Methods:1) Probability Sampling Method 2) Non-Probability Sampling Method Probability Sampling Methods – 1) A simple random sample:. and many other populations. The technique for the process is nonprobability sampling. bias may come in through the back door. There are sample surveys of buildings. otherwise.Probability sample to the population should take into account the method used to draw the sample. but applies more broadly. The ideas will be illustrated for sampling people or business records. It is a process of obtaining information about an entire population by examining only a part of it. After this I selected the items as per convenience sampling. Under this in I have used Judgmental sampling and then Convenience sampling. schools. then instructions may be misinterpreted and selections may be made improperly. Instead of using a least of random numbers. trade union locals. law cases. In Judgmental sampling I first sought advice of my instructor. data collection can be simplified by selecting say every 10th or 40 .
So you end up with 10 from group A. The sample comprises a census of each random cluster selected. So you decide all the elementary schools in New Delhi are clusters. For example. You can then randomly select from each stratum a given number of units which may be based on proportion like if group A has 100 persons while group B has 50. 3) A cluster sample:. These groups are referred to as strata.100th unit after the first unit has been chosen randomly as discussed below. You can use simple or systematic random sampling to select the schools.A cluster sample is obtained by selecting clusters from the population on the basis of simple random sampling. Like anybody with ten years of education will be in group A. a state. You want 20 schools selected. and then every school selected becomes a cluster. between 10 and 20 group B and between 20 and 30 group C. and C has 30 you may decide you will take 10% of each. A population can be divided into different groups may be based on some characteristic or variable like income of education. Such a procedure is called systematic random sampling. 2) A stratified sample:. 41 . 5 from group B and 3 from group C.A stratified sample is obtained by independently selecting a separate simple random sample from each population stratum. a cluster may be something like a village or a school.
Types of data As we all know data is of 2 types namely i.Non Probability Sampling Methods – 1.primary data is research specific and is collected originally from the respondent for the first time whereas secondary data is already collected and published by someone else but may be useful in the problem understudy . 2.Where the researcher questions anyone who is available. 3. Quota Sampling:. then some of the respondents you interview should be made up of this group. This method is quick and cheap.A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the population.e. female between 26-30. For example if you feel that your typical customers will be male between 18-23. The judgment sample:. a quota is given. 42 .Using this method the sample audience is made up of potential purchasers of your product. However we do not know how representative the sample is and how reliable the result. i. Convenience Sampling:. primary and secondary .e.
It is more reliable and less prone to error. 43 . It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. They provide detailed information according to the requirement of the users. amongst others. 3.PRIMARY DATA Primary research consists of the collection of original primary data. Primary data is accurate is accurate and reliable as they are collected from the original source. Advantages of Primary Data 1. or experiments and direct observations in the physical science. The term primary research is widely used in academic research. including questionnaires and telephone interviews in market research. 2. market research and competitive intelligence. It can be accomplished through various methods.
particularly in the case of quantitative data. 3.It is time consuming method of data collection. Secondary data analysis saves time that would otherwise be spent collecting data and. provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. Cost. 5. are collected by the investigator conducting the research. Training. surveys.4. Definitions and meaning of terms used in data are explained to make it understandable and the process transparent. Method of collection.It is expensive to collect primary data 2. organizational records and data collected through qualitative methodologies or qualitative research. analysts of social and economic change consider secondary data essential. 44 .It requires trained personnel to collect the data. Disadvantages of Primary Data 1. since it is impossible to conduct a new survey that can adequately capture past change and/or developments. SECONDARY DATA It is data collected by someone other than the user. Time. by contrast. Common sources of secondary data for social science include censuses. In addition to that. its limitations and other aspect are generally highlighted. Primary data.
It provide valuable insight and contextual familiarity with the subject matter Disadvantages of Secondary Data 1. LIMITATIONS OF THE STUDY 45 . It may not be too relevant for the problem in hand as it was originally collected for some other context.It is more economical than primary data since data is already available 2. It is less accurate and reliable as compared to primary data Locating appropriate source and finally getting access to the data could be time consuming. Information Insight – It provide a base on which further information can be collected to update it and finally use it . 2. Time – It is faster to collect and process as time has already been spent to collect the data 3. Cost. It could be outdated and hence of much in a dynamically changing environment. 3.Advantages of Secondary Data 1.
Due to resource and time constraints. Technology representatives play a very vital role in the sales of cell phone. only college students are selected for the study for making an analysis for the advertising strategies. Due to time and resource constraints. 7. Non cooperative behavior of the retailers. so it seemed tough to attract them for the response. Things are based on the retailer’s response so any false information may change the result of the study. a randomly selected sample has been chosen respondents for making an analysis of advertising effectiveness on consumers. 3. 6. 2. 46 . 4. 8.Main limitations that I faced during the research study are as under: 1. Data was very scattered so it was very difficult to conclude the result. 5. Gift and other package provided by companies to the retailers encourage them to prescribe the particular brand. During data collection process students were quite busy in their college issues.
CHAPTER 3 • DESCRIPTIVE WORK ON SUB TOPIC OF STUDY 47 .
Advertisements are a cost effective way to disseminate messages. charitable organizations. Most companies use an outside advertising agency to help them create advertising campaigns and to 48 . and government agencies that advertise to various target publics. goods or services by an identified sponsor.DESCRIPTIVE WORK ON SUB TOPIC OF STUDY Advertising is any paid form of non-personal presentation and promotion of ideas. whose manager reports to the Vice President of marketing. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. whether to build brand preference or to educate a nation’s people. and handle direct-mail advertising. who works with an advertising agency. In small companies. A large company will often set up its own advertising department. someone handles advertising in the sales or marketing departments. Organizations handle their advertising in different ways. dealer displays and other forms of advertising not ordinarily performed by the agency. Advertisers include business firms but also museums. The advertising department’s job is to develop the total budget.
3. 2. It can deliver the same message consistently in a variety of contexts. 5.select and purchase media. It helps to pre sell goods and pulls the buyers to retailers. It can contact and influence numerous people simultaneously. and at a low cost per prospect. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. It offers planned and controlled message. 4. It can reach prospects that cannot be approached by sales man. 6. Five M’s of Advertising MISSION: What are the advertising objectives? MONEY: How much can be spent? MESSAGE: What message should be sent? MEDIA: What media should be used? MEASUREMENT: How should the results is evaluated? Strengths of Advertising as a promotional tool 1. It has the ability to deliver messages to audiences with particular demographic and socio-economic features. quickly. Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. Hence. 49 . it is called Mass Means of Communication.
6. It is unable to reach prospects when they are in a buying mood. (by ear) aural and visual. It cannot answer objections raised by prospects. Importance of Advertising 50 .: in convincing and securing action. 4. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication. It cannot obtain quick and accurate feedback in order to evaluate message effectiveness. aural. 3.g. It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market. It is much less effective than personal selling and sales promotion at later stages in the buying process.7. many a time lacks credibility and trustworthiness. e. 2. It is less flexible than personal communication. 8. Weakness of Advertising as a promotional tool 1. Advertising. It is essentially one-way means of communication. 5. Hence advertisements have to be repeated and repetition involves additional cost. It offers a wide choice of channels for transmission of messages such as visual (by sights).
4. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. “Make the customers come to you rather than trying to approach all the potential customers.1. Advertising objectives must be oriented around the process of communication. Developing brand awareness. To aid in easy brand recall and also create a top of mind awareness of the brand. Quoting a customer. Communication goals of Advertising Advertising should concentrate on clear and measurable communication objectives known as DAGMAR (Defining Advertising Goals. To establish a strong brand image in the market so as to give the company an edge over its competitors. Communication tasks are. Measuring Advertising Results). 51 . 5. 3.” 2. 1.
comprehension or recognition. advertising is only one of several communication forces. Advertising goals may be divided into four stages of commercial communication as follows: Awareness: the prospects must become aware of the existence of the brand or company. Comprehension: the prospect must understand what the product is and what it will do for him. But they are not yet convinced that they must want to buy. Advertising as a mode of promotion increases propensity to purchasemoving the prospect steadily. Associating desirable themes with products. 3. awareness. The ultimate purpose of most advertising is to help the probability of the sale of the product or a service. 52 . It moves the consumer through successive levels such as unawareness. conviction (intention to buy) and action purchase. Changing consumer attitudes. Informing consumers about product attributes. closer to a purchase decision. Of course. inch-by-inch.2. and 4. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. Awareness is the bare minimum goal of advertising.
Conviction: the prospect must be mentally convinced to buy the brand or the product. explanation. Purchase decision is duly taken. ADVERTISING IN INDIA 53 . A message announcing a major sale tomorrow will require specialized magazines or mailings. Message characteristics: timeliness and information content will influence media choice. Product Characteristics: Media types have different potentials for demonstration. and Polaroid cameras are best demonstrated on television. and impact. frequency. Women’s dresses are best shown in color magazines. Media planners make their choice among media categories by considering the following variables: Target-Audience Media habits: for example radio and television are the most effective media for reaching teenagers. Choosing among major media types: The media planner has to know the capacity of the major media types to deliver reach. The conviction level shows brand preference and intention to buy the product in the near future. visualization. Action: the prospect takes meaningful action. whereas newspaper advertising is relatively inexpensive. Cost: Television is very expensive. What count is the cost-per-thousand exposure. believability and color.
and range of services. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980.000 branded products 54 . By 1988. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970. in the total expenditure in advertising per year. Ads appear for the first time in print in Hickey's Bengal Gazette. Studios mark the beginning of advertising created in India (as opposed to import from England) Studios set up for bold type. In the Indian market. and more fancy. 900 Crores.Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began o Shop front signage’s o From street side sellers to press ads o The first trademarks o Handbills distributed separately from the products 18th Century: Concrete advertising history begins with classified advertising. 2200 Crores by 2001 A. it rose to Rs. 5 Crores. In 1950 advertising expenditure was hardly Rs. Newspaper studios train the first generation of visualisers & illustrators. quality. India's first newspaper (weekly).D. ornate fonts. larger ads. advertising in India has demonstrated phenomenal growth – growth in size. It may be around by Rs. we have more than 11.
In the case of the Press.. competition is total. Right timing of an advertisement needs no emphasis. It is properly understood by them exactly as the advertiser wants. viz. It should fulfill its sole purpose. TV / Radio.g. However. It is read by them with interest.extensively advertised in all languages. In the press segment we are witnessing regular media war. 3. e. 55 .. media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition. Essentials of good Advertisement A good advertisement must have the right message communicated through a right media. In the media sector we have at present intense competition. The task assigned to the advertisement can be successfully fulfilled when: 1. It is seen by the desired prospects. 2. It must reach the right people and prospects and that too at a right time and at the right cost. gain sale or action from the prospects and the cost of communication should be reasonable. Press advertisement account for about 50 percent and TV account for about 18 percent of the total advertising costs. Newspaper each attempting an increasing market share.
invoking maximum force of persuasion to convert a prospect into a customer. Effective advertisements take the prospect near about the point of closing the sale so the sales force may easily complete that actual sale. It is believed by them and it wins their confidence and trust and above all it succeeds in igniting their desire to purchase the product or service offered or sale. An individual. In the light of the above information. Getting a consumer’s attention is not easy. the other half carrying editorial matter. it is not easy to create an advertisement that stands out enough to get noticed. Amid all this advertising. The advertising have environment almost is truly of “cluttered”. and remembered. t he author conducted a research study on the advertising strategies of two leading garment manufacturers in Bangalore City. ATTENTION It can be viewed as an information filter – a screening mechanism that controls the quantity and nature of information any individual receives. Each advertisement must be a unique selling proposition. their most major magazines one-half pages carrying advertisements. avoids exposure to stimuli. Not only the higher levels of clutter reduce the effectiveness of advertising in 56 . overtly or accidentally.4. processed.
The situation is made worse in the broadcast media. However. The final level might be called passive attention. of course. Television advertisers today have to cope with the phenomena of zapping and zipping. Another level could be termed passive search. He or she might solicit opinions of friends or search through magazines not normally read. especially television. At one extreme is the process of active search wherein a receiver actually seeks information. Viewers have always had the freedom to do things while a program is being shown. but the use of remote control devices has made channel switching endemic. it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. 57 . including leaving the room mentally and physically. but even more significantly by the proximity of ads for competing brands from the same product category. it is instructive to examine four general motives for attending to informative stimuli. A receiver searches for information only from sources to which he or she is exposed during the normal course of events. Here a receiver has little immediate need for the information and makes no conscious effort to obtain it. At all three levels. as many reasons as there are situations and individuals. CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION The attention filter operates at various levels of effort and consciousness. but some information may nevertheless enter the system.general. There are.
there is a desire to be exposed to information that stimulates. and the market situations and characteristics. It may also take the form of an increase in the sales of market share or penetration into a new market segment.supportive exposure-and to avoid discrepant information. It can be instrumental in prioritizing various objectives. taking into account the attitudinal framework as well as corporate and marketing goals. people are motivated to find stimuli that are interesting to them. These motives will be examined in turn. In an advertising context. people may be motivated to expose themselves to information that supports their opinions. an individual will obtain product information that will help make better purchase decisions. ADVERTISING EFFECTIVENESS Advertising effectiveness consists in the degree of achievement of the objectives set by an advertiser in consultation with advertising agency working on the account. Advertising strategy is based on consideration such as the following: 58 . Second. Third. Finally.A first motive is to obtain information that will have a high level of utility for a person. ADVERTISING STRATEGIES Strategy provides the link between advertising objectives and plans and paves the ground for their implementation.
3. or brand preference towards his product or service. loyalty. an advertisers (seller) tries to build a brand privilege or patronage for his products or service. Company’s standing and it s strength and weaknesses. Product history and its life cycle stage. Positioning of the product as indicated by perceptual mapping. brand loyalty. 59 . Media space decisions. A seller has a brand privilege if buyers exhibit brand insistence. 11.1. 9. By means of advertising or persuasive mass communication. 10. Advertising objectives. Media decision. BRAND PATRONAGE: Most of the time. 6. and insistence. 4. Advertising message. 5. or from brand acceptance to brand preference. Existing and anticipated competition. 2. seller tries to move prospective buyers and existing buyer from lower level to higher level of brand attitude of customers – from brand ignorance to brand awareness. Advertising budgets. 7. Selection of target audiences.
CHAPTER 4 • DATA ANALYSIS & INTERPRETATION DATA ANALYSIS It is important to know the awareness of the brand in the market. Table 1 Response Yes No Respondents 100 0 Percentage 100 0 61 .
INTERPRETATION: From the above table it is clear that the brand awareness of Nokia Cellular phones in the market is huge. The number of people who did not know about Nokia Cellular phones is null. of respondents Percentage 62 . The company has significantly achieved the purpose of brand awareness. 1. 100%. Medium through which the brand awareness was created? Table -2 Medium No. INFERENCES: The awareness level for the Nokia Cellular Phones in the market is found to be 100% of the total respondents who were interviewed.
INFERENCE: People have come to know about the brand through advertisement. 2. Hence the advertisement should be designed in such a way that more number of people know about the existence of the brand. 5% from their family members and 2% from their neighbors. 43% of the respondents have come to know from their friends. Do you have Nokia cellular phones? 63 .Friends Neighbors Family members Advertisements 43 2 5 50 43 2 5 50 INTERPRETATION: It is found that from advertisement 50% of respondents have come to know about the Brand.
INFERENCE: Most of the people who know the Nokia Brand name own the Cellular phones.Table -3 Response Yes No Respondents 75 25 Percentage 75 25 INTERPRETATION: It is found that about 75% of the respondents have Nokia Cellular Phones. 25% of the respondents did not own Nokia Cellular phones. 64 . Hence the advertisement should be designed in such a way that the Brand awareness is created among greater number of people.
What features make you to purchase the product? Table .4 Reason Advertisement Quality Brand name Service Price Total No of respondents 3 37 22 10 3 75 Percentage 4 49 30 13 4 100% INTERPRETATION: About 49% of the respondents have purchased the product due to its Quality factor. and 13% of the respondents due to its Service factor. Only 3% of the respondents have purchased due to the Advertisement and Price factor respectively. 30% of the respondents due to its Brand Name. 65 .3.
Through which Medium of advertisement respondents came to know about the Nokia brand? Table 5 Medium Advertisement Television Print Media Hoardings Others Total of No of Respondents 50 37 3 10 100 Percentage 50 37 3 10 100 INTERPRETATION: It is found that 50% of the respondents came to know about the product through 66 .INFERENCE: Most of the customers purchased the product due to its quality and not due to advertisement. Hence the company should take appropriate steps such that the customers are created by the advertisement. 4.
Hence the company should concentrate on providing advertisements in TV. 10% of the respondents came to know about the product through the medium other than these medium stated above.Television. 5. INFERENCE: Most of the customers have come to know about the product through television. 3% of them through Outdoor Hoardings. Through which medium of advertisement did you came to know about the Nokia brand? Table 6 Medium Advertisement Television Print Media Hoardings Word-of-Mouth Total of No of Respondents 65 14 1 20 100 Percentage 65 14 1 20 100 67 . 37% of them through Print Media.
What type of feeling do you think the advertisement creates on the viewers? 68 . 6.INTERPRETATION: It is clear that 65% of the respondents have suggested that Television is the media through which greater number of people can be reached. which is the best medium through which greater number of people can be reached. Print Media stands third with 14% of the respondents supporting it. Hoardings stand at the last with only 1% of the respondent supporting it. INFERENCE: The advertisement should be exhibited in the television. Then stands Word-of-Mouth with 20% of the respondents supporting it.
Table 7 Feelings Fear Emotional Anxiety Informative Humor No of Respondents 1 7 12 76 4 Percentage 1 7 12 76 4 INTERPRETATION: It is clear that 76% of the respondents have suggested that Nokia Cellular Phone advertisements give information about their products. 12% of the respondents have suggested that the advertisement creates Anxiety feeling. 7% of the respondents suggest 69 .
Brand Image: Effectiveness of the nokia advertisement to exhibit brand image TABLE 8: Response Strongly agree. The company must also focus on the advertisements that are humorous and emotional which Indians like. Agree Disagree Strongly disagree No of Respondents 33 65 1 1 Percentage 33 65 1 1 70 .that the ad creates Emotional feeling. 4% of the respondents suggest that the ad creates Humorous feelings and only 1% of the respondents say that they create Fear type of feeling to the viewers. INFERENCE: Advertisement is concentrated on providing information.
INFERENCE: The advertisement creates Brand Image among the viewers who watch the advertisement. 7. 33% of the respondents strongly agree that the ad creates Brand Image.INTERPRETATION: It is clear that 65% of the respondents say that the advertisement creates Brand Image among the viewers who watch the advertisement. Nokia advertisements are designed to focus which segment of the people? Table 9: Segment of People No of Respondents Percentage 71 . 1% of the respondents say that they disagree that the ad creates Brand Image. Hence the company should continue with the present tactics.
18% of the respondents say that the ad focuses on Officials.Students Officials Business people Non-workers 30 18 52 0 30 18 52 0 INTERPRETATION: It is clear that 52% of the respondents say that the advertisement focuses on the Business people. INFERENCE: The advertisement focuses advertisement should be major on business people. The 72 . There are no respondents who say that the ad focuses on the Non-working class of the market. 30% of the respondents say that the ad focuses on Students.
Nokia advertisements exhibit the information about their products TABLE 10: Response No information.designed in such a way that it focuses on students. No of Respondents 10 17 28 45 Percentage 10 17 28 45 INTERPRETATION: 73 . nonworkers as well. Little information. officials. Complete information. Incomplete information.
There are no respondents who say that the ad provides no information. INFERENCE: The present tactics used in the advertisement is good as it provides complete information about the products.Is Nokia advertisements make you to see the advertisement again? Table 11: Response More frequently. 17% of the respondents say that the ad provides incomplete information. Somewhat frequently Less frequently Zero frequency. 28% of the respondents say that the ad provides little information.It is clear that 45% of the respondents say that the advertisement of Nokia Cellular Phones provides complete information. 8. No of Respondents 24 60 13 3 Percentage 24 60 13 3 74 . The advertisement should be designed such that the full information of the products is available for the viewers.
designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered. 13% of the respondents say that they watch less frequently the advertisement. 24% of the respondents say that they watch more frequently the advertisement.INTERPRETATION: It is clear that 60% of the respondents say that they watch the advertisement somewhat frequently.Do you recall the advertisement of Nokia Cellular Phones when you see some 75 . 3% of the respondents say that advertisement again. 9. they are not interested in seeing the INFERENCE: The advertisement should be designed in such a manner that the viewers are motivated to watch Advertisement should be the advertisement more frequently.
27% of the respondents say that they do not recall the advertisement when they see any characteristic which are used in the advertisement 76 . which are used in the advertisement.characteristics that are related to the advertisement? Table 12: Response Yes No Respondents 73 27 Percenta ge 73 27 INTERPRETATION: It is clear that 73% of the respondents say that they recall the advertisement when they see any characteristics.
10.INFERENCE: The respondents are able to recall the advertisement characteristics when they see any other characteristics. Hence the company should continue with the present design such that the advertisement can be recalled whenever they see the characteristics that are used in the advertisement. Which is the best time period the advertisement should be shown on Television? Table 13: Time Period 7 AM – 9 AM 9 AM – 12 PM 12 PM – 3 PM 3 PM – 6 PM 6 PM – 10 PM No of Respondents 6 3 3 7 81 Percentage 6 3 3 7 81 77 .
7% of the respondents say that the best time period is from 3 PM to 6 PM. 6% of the respondents say that the best time period is from 7 AM to 9 AM. 3% of the respondents say that the best time period is from 9 AM to 3 PM INFERENCE: The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM.INTERPRETATION: It is clear that 81% of the respondents say that the best time period to produce the advertisement to the viewers is between 6 PM to 10 PM. 78 . Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people.
11. Should Nokia Cellular Phones have to increase the frequency of their advertisement in order to compete with others? Table 14: Response Yes No Respondents 78 22 Percenta ge 78 22 INTERPRETATION: 78% of the respondents say that the frequency of the advertisement should be increased. 22% of the respondents say that the frequency of the advertisement should not be 79 .
Table 15: Response Strongly agree.increased INFERENCE: The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share that information to their friends. Nokia Cellular phones represent our culture in the advertisement when compared to other brands. Agree Disagree Strongly disagree No of Respondents 17 53 21 9 Percentage 17 53 21 9 80 .
INFERENCE: The Company should continue with the existing design of the advertisement as they represent our culture. 81 . 21% of the respondents disagree that the advertisement represents our culture. 17% of the respondents strongly agree that the advertisement represent our culture. The company should design advertisement with more emotional feelings that are liked by our nationals.INTERPRETATION: 53% of the respondents say that the advertisement of Nokia Cellular Phones represents our culture in their advertisement. 9% of the respondents strongly disagree that the advertisement represents our culture.
12. 39% of the respondents say that there are other media through which the advertisement can be designed to reach maximum number of people. 82 . Is there any other media through which Nokia brand can advertise its product when compared to other brand? Table 16: Response Yes No Respondents 39 61 Percenta ge 39 61 INTERPRETATION: 61% of the respondents say that there is no any other media through which the advertisement can be designed to reach maximum number of people.
Not Needed. Must.Is Nokia Company should use any celebrities for its advertisement. Cannot say No of Respondents 25 14 48 13 Percentage 17 53 21 9 83 . Table 17: Response Need. Some of them have suggested of using FM Radio to advertise the product.INFERENCE: The company should use the present media of advertisement effectively to reach more number of people. 13.
When you see the advertisement Nokia cellular phones do you share the additional characteristics of the product with your friend? 84 . INFERENCE: The company may or may advertisement since most of not use the celebrities in their them have said that the celebrities are not needed. 14.INTERPRETATION: 48% of the respondents say that the Celebrities are not needed in the advertisement to make them more effective. 13% of the respondents have no idea about this issue. 25% of the respondents say that the Celebrities are needed. 14% of the respondents say that the company must use the Celebrities in their advertisement.
22% of the respondents say that they do not share the additional characteristics displayed in the advertisement with their friends. INFERENCE: 85 .Table 18: Response Yes No Respondents 78 22 Percenta ge 78 22 INTERPRETATION: 78% of the respondents say characteristics displayed in the that they share the additional advertisement with their friends.
The company should design the advertisement such that it attracts individual such that they share the information and additional characteristics with their friends. of Respondents 3 27 62 8 Percentage 3 27 62 8 86 . 15. How do you rate the brands advertisement with regard with to the following:a) Style of the advertisement Table 19: Ratings Poor Average Good Great No.
INTERPRETATION: From the above table it is clear that 62% of the respondents say that the style of the advertisement is good. INFERENCE: The respondents have rated that the style of the advertisement is good. 87 . Hence the company should continue with the existing style. 27% of the respondents say that the style is average. and 3% of them say that the style if poor. 8% of them say that the style is great.
Table 20: Ratings Poor Average Good Great No.b) jingles used in the advertisement. 24% of them as poor. 88 . 15% of them as great. and 8% of them as good. of Respondents 24 53 8 15 Percentage 24 53 8 15 INTERPRETATION: From the above table it is clear that 53% of the respondents rate the tone in the advertisement as average.
c) Words Used In The Advertisement.INFERENCE: Most of the respondents have rated the tone as average in the advertisement. Hence the company should design good tone in the advertisement so that the advertisement is more effective. Table 21: Ratings Poor Average Good Great No. At least the company should work on the tone so that it is rated good. of Respondents 4 42 47 7 Percentage 4 42 47 7 89 .
42% of the respondents as average. Sony Ericsson. 16.G. INFERENCE: Since most of the respondents have rated the words used in the advertisement as good and average the company should use little effective strategies such that average rate are converted into good rate.INTERPRETATION: From the above table it is clear that 47% of the respondents have rated the words used in the advertisement as good. 7% of the respondents as great and 4% of the respondents as poor. No. Others. L. Which brand do you think is the competitor for Nokia in terms of advertisement? Table 22: Companies Samsung. of Respondents 54 12 28 6 Percentage 54 12 28 6 90 .
G. as the competitor.INTERPRETATION: 54% of the respondents have rated Samsung company advertisement as the competition for Nokia Cellular Phones advertisement. 28% of the respondents have rated Sony Ericsson as the competitor. 91 . 6% of the respondents have rated other companies as the competitors. 12% of the respondents have rated L.
Table 23: Response Yes No Respondents 59 41 Percenta ge 59 41 INTERPRETATION: 59% of the respondents say that the competitors design more effective advertisement than the Nokia Cellular phones advertisement.INFERENCE: Samsung advertisement is treated as the competitor for the Nokia Cellular Phones advertisement. 41% of 92 . Are the competitors of Nokia creating advertisements. 17. which are effective than Nokia. Hence the company should use effective strategies to overcome Samsung companies’ strategies.
CHAPTER 5 93 . Hence the company should adopt certain strategies such that the advertisement is more effective than its competitors. INFERENCE: The competitors of Nokia Brand are designing more effective advertisement.the respondents say that the competitors design less effective advertisement than the Nokia Cellular phone advertisement.
Brand name. It is found that the awareness level for the brand in the market is 100% of the respondents who were interviewed. 4. Through Television and Word-of-Mouth medium the advertisement reaches maximum number of people. The consumers of Nokia Cellular Phones purchased the product due to the quality.• CONCLUSIONS • RECOMMENDATIONS • SUGGESTION CONCLUSIONS 1. 3. The consumers came to know about the product through the Television and Print Media of the advertisement. 2. The advertisement and the friends created the awareness. 94 . There is a high level of awareness of the brand of Nokia Cellular Phones in the market.
Huge Balloons. Nokia Cellular Phone advertisements are designed mostly for Business people and Students in the market. The advertisement of Nokia Cellular Phones provides information about their products and creates Anxiety type of feeling among its viewers. 8. 95 .5. Nokia Cellular phones represent our culture in the advertisement. Nokia Cellular phones should increase the frequency of their advertisement in order to compete with their competitors. The other media that can be used to advertise its product when compared to its competitors are FM Radio. 9. The best time period the advertisement should be shown on Television in 6 PM to 10 PM. Nokia Cellular phone Advertisement provides complete information about their products. Nokia Cellular Phones advertisement creates Strong Brand Image among its viewers. 14. 13. 7. 11. 10. The viewers of the advertisement recall the ad when they see some characteristics that are used in the advertisement. Nokia Cellular Phones motivates the viewers to watch the advertisement somewhat frequently. 12. 6.
Hence the company should take steps such that the viewers are converted into consumers by the use of advertisement. When the study was conducted among the consumers we found that the purchase of the Nokia Cellular product was due to their quality and Brand name but the advertisement played a minor role in making their decisions. 96 .RECOMMENDATIONS 1.
2. The best time period that the advertisement is exhibited to the viewers is between 6 PM and 10 PM. But in India the viewers like emotional and humorous advertisements. Their competitors are designing advertisements more effectively than the Nokia. Nokia Cellular Phone advertisements are designed for the Business people and Students. The best medium to reach greater number of people is Television. Hence the company should see that the advertisements are designed for the rest of the market too like officials and non-workers. The advertisement of Nokia Cellular Phones is concentrating on providing information about their products to the viewers. 97 . 5. Hence the company should take appropriate steps such that it concentrates more on Television advertisements rather than Print Media. 4. The company should take appropriate steps to see that the advertisement is exhibited in the above period and should be shown in several channels instead of hiring one or two channels. So the company should design advertisements such that it includes little bit of emotional or Humor characteristics. 3. 6. The advertisement should be designed in such a manner that the viewers watch the advertisement more frequently. But Nokia cellular phones are concentrating more on Print Media.
Should use the modern computer technology like Multimedia systems to make their advertisements more effective than their competitors. 98 .7. The advertisement can be exhibited through other media such FM radio. 9. huge advertisement balloons. 8. Nokia Cellular Phones should increase the frequency of their advertisements such that the viewers get the product and characteristics of the advertisements and share the information with their friends.
The present tactics used in the advertisement is good as it provides complete information about the products. Hence the company should continue with the present design such that the advertisement can be recalled whenever they see the characteristics that are used in the advertisement. 3. Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people 99 .SUGGESTION 1. 4. The advertisement should be designed in such a manner that the viewers are motivated to watch the advertisement more frequently. The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed. Advertisement should be designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered. 5. The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM. The advertisement should be designed such that the full information of the products is available for the viewers. 2. The respondents are able to recall the advertisement characteristics when they see any other characteristics.
The company should design advertisement with more emotional feelings that are liked by our nationals. 100 . The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share that information to their friends. 7. The Company should continue with the existing design of the advertisement as they represent our culture.6. 8. The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed.
CHAPTER 6 • BIBLIOGRAPHY 101 .
in/analys/feuter 102 . Websites: http/:www.. Manendra Mohan – ADVERTISING MANAGEMENT: Concepts & Cases. Pearson Education. Myers.D. First Edition. Tata McGraw Hill Publishing Company Ltd.BIBLIOGRAPHY Books: PHILIP KOTLER – MARKETING MANAGEMENT. 11th edition.nokia . Rajeev Batra.R. Aaker – ADVERTISING MANAGEMENT. Pearson Education. C. Kogan Page India Pvt. 5th edition. Page 27. Page 637-661. A. 2nd edition. Ltd. Kothari – RESEARCH METHODOLOGY: Methods & Techniques. Wishwa Prakashan. 113-126. John G.co.about. Magazines: 4 Ps Business and Marketing.inventors. in/advertisement/cellular www.. David A. New Delhi. 1997. Farbey – HOW TO PRODUCE SUCCESSFUL ADVERTISING.
com/in-en/products/all-products/ http://www.nokia.campaignindia.in/Brand/nokia. APENDICES 103 .aspx CHAPTER 7 .12. http://www.nokia.com/global/about-nokia/people-and-planet/sustainabledevices/recycling/recycling/ http://www.
Do you own Nokia cellular phones? Yes _ No. _ If yes how did you come to know about this brand? Friends _ Family Members _ Neighbours _ Advertisement _ 3. Name: b. Age: _________________________________________ ______ c. Personal information a.APPENDICES Questionnaire IMPACT OF ADVERTISEMENT ON NOKIA CELLULAR PHONES (Please put ‘√’ in the appropriate box provided. Do you know about Nokia brand? Yes □ No. Course: ________________________________________ d.) 1. _ 104 . College: ________________________________________ 2.
Through which medium of advertisement did you came to know about the Nokia brand? Television _ Hoardings _ Print Media _ Others _ 6. Nokia advertisements exhibit Brand image Strongly Agree _ Disagree _ Agree _ Strongly disagree _ 105 .4. What type of feeling do you think the advertisement creates on the viewers? Fear _ Emotional _ Humour _ Anxiety _ Informative _ 8. Which medium do you think the advertisement reaches maximum people? Print Media _ Hoardings _ Television _ word-of-mouth _ 7. What made you to purchase the product? Advertisement _ Quality _ Brand name _ Service _ Price _ 5.
9. _ 11. _ 13. Nokia advertisements are designed to which segment of the people? Students _ Business people _ Officials _ Non-workers _ 10. Nokia advertisements make you to see the advertisement again More frequently _ Less frequently _ Somewhat frequently _ zero frequency _ 12. No info. Which is the best time period the advertisement should be shown on Television? 7 AM to 9 AM _ 12 PM to 3 PM _ 6 PM to 10 PM _ 9 AM to 12 PM _ 3 PM to 6 PM _ 106 . Nokia advertisements exhibit the information about their products. _ Incomplete info _ Complete info. _ Little info. Do you recall the advertisement of Nokia Cellular Phones when you see some characteristics that are related to the advertisement? Yes _ No.
Strongly agree _ Disagree _ Agree _ Strongly disagree _ 16. Nokia Company should use any celebrities in its advertisement. Is there any other media through which Nokia brand can advertise its product when compared to other brand? Yes _ If yes No.14. Nokia Cellular phones represent our culture in the advertisement when compared to other brands. _ 107 . Should Nokia Cellular Phones have to increase the frequency of their advertisement in order to compete with others? Yes _ No. Need _ Must _ Not needed _ Cannot say _ 18. _ 15. _ what is the media____________________________________________________ 17. When you see the advertisement Nokia cellular phones do you share the additional characteristics of the product with your friend? Yes _ No.
_ Sony Ericsson.G. _ 22. How do you rate the brands advertisement with regard with to the following? .19. Which brand do you think is the competitor for Nokia in terms of advertisement? Samsung _ L. 108 . which are effective than Nokia. Give some suggestions for Nokia cellular phones to improve the advertisement effectiveness. Style of the advertisement Poor _ Average _ Good _ Great _ Tone used in the advertisement Poor _ Average _ Good _ Great _ Words used in the advertisement Poor _ Average _ Good _ Great _ 20. _ Others _ 21. Yes _ No. Are the competitors of Nokia are creating advertisements.
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