Brand Audit of Nokia in

Indian Context
Marketing Communication and Brand
Samrat Basu, Post Graduate Diploma in
Business Management

Management

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Table of Contents

Title

Page No.

Nokia Brand Inventory........3

Product Related Attributes..4
Nokia Brand Portfolio5
Nokia Brand Exploratory.6
Mental Map..7
Nokia CBBE Pyramid..8
Factors Responsible for Nokia Market Share Dip10
Recommendations.11
Conclusion.12
Appendix13
References and Bibliography.14

Nokia Brand Audit

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[Source: www.nokia.co.in]

Nokia- Brand Inventory

Nokia- A Brief History
Nokia is a technology giant manufacturing mobile phones. This Finnish brand has earned real
credit for its path-breaking technology and innovative contribution to the mobile phone
industry.
The brand history of Nokia can be divided roughly into four parts: -1) Nokia First Century
(1865-1967), 2) The Move to Mobile (1968-1991), 3) Mobile Revolution (1992-1999) 4)
Nokia Now (2000-present).
1) Nokia First Century (1865-1967) The birth of Nokia took place on the banks of
Nokianvirta river which initially started as a paper mill and gradually modified to a
rubber firm, a cable works to finally Nokia Corporation in 1967.
2) The Move to Mobile (1968-1991) As pioneers in the mobile communications in the
newly deregulated European markets, Nokia partnered with several technological
organisations before it launched the first GSM enabled handsets in the market in 1991.
Nokia equipments were used to make the worlds first GSM call.
3) Mobile Revolution (1992-1999) -- By 1992, Nokia decided to focus fully on its
telecommunication business. The organisation took its best strategic decision with the
adoption of the newly GSM standard and soon it was at the helm of its growth and took
a considerable portion of the global mobile market. Nokia launched the Nokia 1011
which was its first GSM phone, the Nokia tune in 1994 which could be heard first in its
2100 handset. In 1997, it launched the famous Snake game and by 1999 the Nokia 7110
was launched which was the worlds first WAP-enabled mobile phone.
4) Nokia Now (2000-present) -- By this time, the success of Nokia as a brand was
recognised globally. By 2002, the first 3G phone of Nokia came into existence which
also slowly saw the launch of Nokia N-Gage and other gaming phones by Nokia. By
2007, Nokia sold its Billionth phone in Africa and by 2007 it was recognised as the 5 th
most valued brand in the world and also launched the Ovi which was a internet-based
services. In 2008, Nokia unveiled its new concept mobile phone, the Nokia Morph
which was a joint study of Cambridge Universitys Nanoscience Centre and the
Nokia Research Centre. (Malykhina,2008)
Nokia-India

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India has always provided a huge potential market for many businesses. In India, the
growth of the cellular technology came with the advent of Nokia which started
operations in Kolkata, New Delhi, Mumbai, Jaipur, Lucknow, Chennai, Bangalore,
Pune and Ahmedabad. R&D facilities were set up at Bangalore & Mumbai,
manufacturing plant at Chennai and a Design Studio at Bangalore. Gradually, India
became the second largest market of Nokia in the world.
The brand today has become an integral part of most of cell phone users. In every shop
selling mobile phones, we could always see Nokia phones. Nokia in India has extended
its reach to even the remotest of places. Today, Nokia phones are available across
200,000 outlets countrywide. But the beauty really lies in the way the Finnish giant has
been able to weave in its distribution network over a robust IT backbone.
(www.economictimes.indiatimes.com).This is all due to the extensive brand image of
Nokia.
Some Achievements of Nokia: Ranked No.1 as the Most Trusted Brand Survey by Brand Equity, 2008
Ranked the No. 1 MNC in India by Businessworld, Indias leading business
weekly, 2006
Ranked as the No. 1 telecommunications equipment vendor in the country by
Voice & Data for five consecutive years 2008, 2007, 2006,2005 and 2004
Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008
Ranked worlds 4th most valuable brand by Interbrand, 2007
Ranked Asias most trusted brand by the Media-Synovate, 2006
(www.nokia.co.in)
Product-Related Attributes: - Brand Nokia is better known to be a user-friendly phone which
provides its users the ease of access though keeping in mind the chic, sturdiness, etc. which
people generally associate with Nokia. It provides several benefits to its customers that could
be summarized as shown below:1) Latest state of the art operating system (Java-based Symbian and Linux-based Maemo)
2) Music Player(Media Player + MP3 Player)
3) 2 -8 Megapixel Carl Zeiss Optical Lens Camera(12 MP in N8 coming soon)
4) Bluetooth & Infrared
5) Video & Voice Recording
6) EDGE
7) Internet & GPRS
8) GPS
9) Style
10) Passion
11) Image
12) Feel
13) Satisfaction
14) Innovation & Technology
(www.nokia.maemo.com)

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Nokia Brand Portfolio

Entry Level Phones
1)1100 2)1108, etc

Nokia Xpress Music

1)5130 2)5330
3)5530 4)5630
5)5800, etc

Nokia C-Series

NOKIA

1) C3 2) C5 3) C6, etc

Nokia N-Series

Nokia E-Series

Nokia X-Series

1) N-97 mini, 2) N-97 3)

N-900, 4) N-86 8MP, 5)
N8, 6) N-95, 7)N-96, etc

1) E-72, 2) E-71,
3) E-63, 4) E-5,
etc

1) X6 2) X3 3) X2,
etc

As we can see from the figure above that Nokias Brand Portfolio currently consists of the
following five categories of mobile phones. They are 1) Entry Level Phones 2) Nokia Xpress
Music 3) Nokia C-Series 4) Nokia X-Series, 5) Nokia E-Series 6)Nokia N-Series.
Nokia with its above portfolio targets almost all the sectors of the mobile phone users.
Entry Level Phones: - This segment mainly tries to target the customers whose main aim is to
use mobile phone only as a means of communication. This level targets those customers who
are not in a position to afford a lavish amount of money on mobiles, but in some way or others
they have to keep a mobile to communicate. The company launched two models, 1100 and
1108, after intensive research on the Indian customer's specific needs. The phones gave an
integrated torch, a sheath-covered keypad for dust protection and a slip-free grip. The phones
were also introduced in other markets in Asia and Africa. Nokia's first Made for India
model, the 1100, is the largest selling model in the Indian GSM handset
market.(www.ibef.org)
Nokia Xpress Music: - This segment mainly tries to target the young generation who are
music freaks. They live in a separate world where music is the most important for them and at
the same time the hip and happening youngsters would also like to have a user-friendly
interface, with around 2-3.2 MP camera with Carl Zeiss optical lens and extended memory
space of about 16 GB for added music capacity, FM player, etc.
Nokia Smart Category Phones, consisting of Nokia C-Series, Nokia X-Series, Nokia ESeries, Nokia N-Series:- These 4 categories of cell phones mainly constitute the smart
category of mobile phones offered by Nokia. With the introduction of these categories Nokia
has brought in a new device naming convention. While the E-Series and N-Series have been in

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the market for the last few years, the X-Series has been introduced last year and the C-Series
has started coming in the market a few months back. Within all these device series, a new
range of number starting from 1 to 9 could be seen. This implies for the range of functionality
they offer and the approximate prices of the devices range from 1, being the lowest and 9 being
the highest. The C-Series and X-series mainly target the customers who want a sleek and
sophisticated smart phone with the ease of usability. The inclusion of several social networking
sites as gadgets are also to be noted. The models come in different bright colours also to attract
the women customers. The E-Series and N-Series however come in a very bold and sturdy
shape. The E-Series targets the business class users, who require being in constant touch with
their emails and internet on move. The push-mail is a unique feature of the E-Series. The NSeries is by far the most high end model of Nokia phones. It has the most advanced features
including the GPS with Navigator. The mobiles are equipped with 5-8 MP cameras with Carl
Zeiss lens, expendable memories upto 32 GB. The phones appeal to the modern, trendy hiphappening crowd of the society, who has a larger disposable income and can spend a premium
amount while buying their products.
Moreover, this new naming convention is designed to make things easier for users, so they
can quickly and easily work out where a device sits within the series and beyond that have a
clearer idea of what each series does. (http://conversations.nokia.com)
Communications, Pricing and Distribution
Nokias communication strategy is often aimed at advertising the products for the low-end
consumers. The Nokia 1100 advertisement, Made for India campaign was targeted at the
lowest level end user. It showed the mobile tied to the fender of a truck that traverses the
length of India. The implicit message is that phone still works at the end of the long, hot, dusty,
journey. Nokia's advertisements have dwelt on the human angle of mobile technology, rather
than emphasise their technical aspects. Localised communications has helped reinforce the
core brand strength of human technology that appeals to consumers, admits Sanjeev
Sharma, CEO, Nokia. The Har Jeb Mein Rang (colour in every pocket) advertisement was
created keeping in mind a market aspiring to go for colour displays. Through its astute
advertising, Nokia has sometimes been perceived as being the innovator even when it is not. It
is not the first handset maker to have Hindi text display for SMS, but its hardsell campaign
showing the Hindi text on a display has enabled it to usurp this position in the minds of the
general consumer.
Nokia has successfully used a belligerent pricing strategy to defeat the price wars going on in
the grey market. Initially when mobile market started growing, the grey market comprised of
about 80% of the total handset market. Now Nokia along with other handset players has
consistently reduced the price of their different products in an effort to destroy this grey market
and to induce consumers more into buying their products. Nokia though often resorts to market
skimming as they often have been pioneers in launching a service and then reducing the price
after a few months.
Nokia has resorted to an effective distribution strategy and it could make its feel presence
over 30000 outlets in about 2000 cities. (www.ibef.org)
Brand Exploratory
Nokia has always tried to bring innovative products in the markets with the aim of creating a
demand in the market for new and new devices. So innovation and research and development
have paved the way to transform Nokia into a market leader. Some of the typical brand

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associations with Nokia are innovative, superior quality, design, user-friendly,

durability, global.
Nokia - Mental Map

Innovator,
Successful, Ecofriendly

Image

User Friendly

Benef
ts

Noki
a

Ease of use,

Feelings
Design

People
Durability
All classes, MaleFemale, Business,
Music-lovers

Sources of Brand Equity

Nokia has been considered to be one the top global brands for ages now. It derives its brand
equity mainly due to the different ways it tries to connects its customers emotionally and
rationally.
The very first thing that draws ones attention while seeing a Nokia phone is the image it has
built down the age. Nokia is best known to be innovators in this telecom fields, bringing
newer and newer models in the market and creating a craving among the fellow customers to
buy more and more of its phones. Moreover, Nokia as a brand is successful in almost all its
products it has in the market. So it is established with the image of being a successful brand.
Nokia on the other hand also urges its customers to recycle their old phones and as a result, the
company also plants a new tree for each phone recycled. So it has also built up an image of
being an eco-friendly object. The image of the brand is one of the most important drivers of
brand equity.

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The very first feeling we associate with Nokia is the design of the phones and the ease with
which we can access these devices. Nokia comes with one of the advanced technological
designs and at the same time, the complex device could be accessed with ease as the interface
is always a very user-friendly one. It tries to appeal the customers to be involved in a complex
technology but with ease.
Nokia has a distinct personality of its own. The slogans 'We call this human technology',
'only Nokia human technology enables you to get more out of life' and 'connecting
people' emphasize human side of technology, thereby resulting in brand personality of trusted
friend. It also stands for reliability and quality. The ads also played prominent role in
contributing to the distinct personality. (Varaprasadreddy & Ramesh, 2006)
Another prominent area where Nokia is drawing brand equity is the fact that it caters all the
different societies of people ranging from the new entry level phone users to the business and
sophisticated users. The sophisticated and business level users are even ready to pay a premium
price to use Nokia products. These show the brand equity that Nokia has created in the market.
Nokia also is sponsoring many sporting events like it is one of the main sponsors for Kolkata
Knight Riders team of the IPL. It is trying to associate the brand with the level that Shahrukh
Khan, the franchisee owner for the team has created. Like Shahrukh in Bollywood, Nokia tries
to be the ultimate name in the mobile industry.
Customer-Based Brand Equity (CBBE) Pyramid
Occasions, Benefits,
Status, Brand Loyalty,
Attitudes

Cultural, Social, Image,

Brand

Personal Factors,
Psychological Factors

Product, Features,
Design, Durability

Demographic
Characteristics,
Psychographic
Characteristics

Nokia market share is more than 38%

globally and around 58% in India.
High Salience

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Nokia provides solutions of top quality across its different products which is continuously
changing as Nokias products are modifying according to the cultural and societal changes.
Thus it provides a holistic approach with consumer experience.
Brand Salience: - Nokia is a global leader as a mobile hand set producer. Nokia dominates the
mobile market globally. Nokia retained a substantial lead in the worldwide smart phone
market in Q2 2010, achieving a 38% market share. (Litchfield, 2010) In India, ..Nokia
continues to dominate the market with a huge 59.5% market share (www.cellular-news.com).
This suggests that as a brand, Nokia has a huge brand salience and consumers prefer Nokia
over other players. So whenever someone goes to buy a mobile in India, the very first thing
that he/she recalls is a Nokia cell phone.
Performance: - Nokia uses the latest state of the art technology and provides latest multimedia
phones. Apart from serving the basic purposes of a phone, Nokia can be used as a camera
which provides a 2- 8 MP camera, FM, Bluetooth, etc. The Nokia design is very sleek and it
weighs very light so that it can be carried in hands or pockets comfortably. The keys are
stylishly made. Nokia can always be associated with durability and reliability. It has a very
sturdy and a robust design and even if the phone drops from your hands, it is not damaged
easily. The common Indian perception is that If its Nokia then it has to be good. Nokia
always provides superior quality both in service and the product.
Imagery: - Demographic Characteristics- Nokia has a varied portfolio of mobile phones
which targets user from the age group of 15 to 35. To lure the female customers, Nokia has
even come up with special models in pink and plum colour. Nokia has handsets ranging from
basics to high-ends. So the price accordingly varies from as low as Rs 2000 to about Rs.
35000. Moreover, mobile phones these days are not luxuries, but a necessity and the disposable
income of people are also at a high growing rate, thereby giving them more and more options
to consider buying a variety of models which satisfies their needs and aspirations.
Psychographic characteristics Nokia has a variety of features targeting the different
consumers. For ex: a high resolution camera would attract a customer interested in
photography, while a good internet browsing or push mail service feature phone would attract a
business person. Thus Nokia can be correlated to varied lifestyles.
Nokia creates perceived values for its customers as these days amidst intense competition
products are not being sold solely depending on the functional values.
Judgment - Nokia provides latest technologies and its phones have a lot of features to attract
any tech savvy youth. A country like India has strong family values. So when a person with
strong intellectual ideals desires for a gadget, Nokia with latest multimedia features fulfils the
desire. Moreover Nokia is also considered to be a status symbol and impart a sense of success.
Apart from all these, Nokia had been in the market for more than a decade and they have
grown considerably from zeros to a market leader and created a solid brand image in the eyes
of its stakeholders. So they have a superior brand image.
Feelings Personal Factors- About 70% of the current mobile users in India are youths. So
they generally prefer devices with the latest features and according to their lifestyles. Nokia
provides a cell phone which can fulfil all their needs and aspirations. The multimedia features
of Nokia can be used in several creative ways. The stylish users also go for Nokia as it is a
status symbol.
Psychological Factors Nokia creates a motivation among customers through its
advertisements, communication, etc. I have asked 7-8 people about how they perceive the

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brand to be? In all cases I got extremely satisfied feedback from them. This shows that the
perception has a good encouraging effect in the consumers buying activities. Also from the
survey, it is clear that though there a few people who are using brands other than Nokia, still
according to them Nokia is the best brand they know. (See appendix below)
Resonance Nokia provides discounts during the different festival seasons. This is a way of
capturing more and more customers and spreading the Nokia brand. During many other special
occasions like marriage, birthday, etc Nokia mobiles are gifted. Apart from fulfilling the basic
needs of phone usage, Nokia also provides with other services like it can serve as a high
resolution cameras, music players, navigational aids (using GPS), data transfer, etc. This
benefits the customers. Nokia users are hard-core brand-loyal and it is difficult to change their
mindset and force them to use another mobile from a different company. There has never been
a negative attitude towards Nokia and it has been appreciated by all the sectors of mobile users.
With a positive attitude Nokia did excel in its service creating values for its customers.
Factors responsible for dipping of market-share of Nokia in 2010
Of late Nokia however has been losing its market share and this is happening in a country like
India-an emerging market where Nokia always has a strong hold. Some of the latest reports of
2010 show the following in comparison to 2008-2009.

Nokia market share dipped from 64% in 08-09 to 52.2% in 09-10.

Samsung gained the market share 10% to 17.4% in 09-10.
LGs market share increased marginally from 4.5% to 5.9%.
Losers include Sony Ericsson (market share fell from 6% to 3%), Motorola (3.5% to
1%)
Micromax has been one of the major winners, from nothing to 4.1% [driven by huge
advertising during IPL].
Karbonns market share too increased to 3%.

According to a report in DNA, The Indian brands making the mark include Micromax, Spice,
Karbonn, Lava, Lemon and Max. These locally branded handsets are, however, sourced
from manufacturers in China or Taiwan, the study said. According to the survey, low prices for
perceived high-end features are the main reason why the Indian brands are selling much more
than before. Industry estimates suggest that around 108 million mobile phones were sold in
the country in 2009-10, resulting in sales of Rs 27,000 crore as against Rs 25,910 crore during
the previous year. As for Nokia, its revenue from India handset sales was pegged at Rs 14,100
crore in 2009-10, down from Rs 16,567 crore in the previous fiscal, the study
says.(Mookerji, 2010)
According to Interbrand statement, For years, Nokia has been perceived as a company that is
committed to enhancing of communications by offering affordable, accessible, functional and
creative mobile phone devices and applications. However, while Nokia certainly maintains
leadership in global market share of handsets, the brand has fallen behind where the most
profitable sectors of the market have developed most notably, smartphones. The brand was

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late in coming to market with a compelling product and it is in this new category that growth,
relevance and emotional connection with the brand is built. Nokia was also caught unprepared
for the follow-on explosion of apps and the OS they run on, making it difficult for the brand to
build an effective ecosystem for its products. With these challenges and the weakening of the
role of hardware over carriers, Nokia is seeing clear challenges ahead that may be hard to
overcome in the short-term.

Recommendations
The Brand Audit of Nokia clearly shows that it is a very strong brand and the perception of
customers towards the brand is such that it could draw a huge amount of brand equity.
However Nokia can grasp some better opportunities which could help it to emerge stronger in
this competitive environment.
Focus should be more on growing the brand and then Nokia could also be able to
influence that brand in short-term handset sales as well as in future long-term dealings
thereby strengthening its value-chain further.
Advertisements and brand promotions should be carried on with the concept of Nano
Technology (latest Morph concept) as Nokia would like to be perceived as an
innovative company.
Focus on using some latest OS (Android) and changing the existing OS (Symbian).
From the survey in the appendix below, it can be clearly inferred that out of 23
respondents, about 16 of them says that Nokia is their favourite brand, though out of
them some of them are using other brands. So sooner or later, these people would
change their phones and would tend to buy a Nokia phone as somewhere in their heart
they are emotionally connected with Nokia. So more focus should be given by Nokia to
conduct more and more of these customer surveys to find out why they are using other
brands now and what extra they expect when they would switch over to Nokia in
future?
Further from the survey it shows that out of the 23 respondents, 14 of them are female
who have showed an intense liking for Nokia and some of them are extremely
satisfied by using Nokia as their cell phones. This clearly is an indication that Nokia
also has a deep appeal to the feminine segment. So the company should seriously have
some plans of launching a few models which are specifically targeted towards the
feminine segment. It might have some features like attractive panels and colours like
pink, purple, etc to draw attention of the females.
Nokia should resist commoditization if it has to maintain its profitability. Rather more
and more focus should be given on building up the brand and making stronger brand
elements.
Recently Samsung had made joint venture with Georgio Armani to co-brand their
product. Similarly Nokia should try to co-brand with a good brand like Gucci, etc.
Nokia should use some better speakers. The speakers are much inferior as compared to
Sony Ericsson and this is one point Nokia is losing to Ericsson considerably.
Nokia had already bought in to concept the Morph Nano Technology in 2008. I think
Nokia should seriously try to bring this concept to a product and if its a reality, it
would be a breath-taking achievement on part of the company.

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Nokia should also focus on the smartphone categories and bring about some more
innovative products in this category which has the highest growth as trends show.
It should also try to focus on the growing mobile markets in the different growing cities
where the local companies are selling handsets with all the features at a very low price.
There must be some similar innovative products at comparatively lower cost in those
markets which can help capturing a considerable market share by eating away the other
brands.
Conclusion:The brand audit conclusively proves that Nokia has strong brand equity. Consumers are
quite aware about Nokia and so Nokia has relatively high brand awareness. Customers
can recall the brand strongly and there is proper recognition which customers can
retrieve at ease. The survey also suggests that though there are users who use other cell
phones, still they have a craving for Nokia and most users can identify the different
beneficial attributes of Nokia. Thus Nokia should clearly be focused on its innovation
and branding to maintain its leadership image in this highly competitive mobile phone
market.

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Appendix: - Survey Report

What
mobile
are you
using?

What is
your
favourit
e
mobile
brand?

Samsung

How is
your
experience
with
your
favourite
brand?
Somewhat
Satisfied
Extremely
Satisfied

What is your
model number?

How much are

you
willing to pay for
your mobile
phone?

Where do
you often
see mobile
ad?

Nokia

Samsung star

10000-20000

TV

Nokia

Nokia

n97 mini

10000-20000

Magazines

Nokia

Nokia

e-52

10000-20000

TV

Nokia

Nokia

NOKIA 2700

2000-10000

TV

Nokia
Blackberr
y
Sony
Ericsson

Nokia

6330

2000-10000

Internet

Others

blackberry bold 2

Nokia

TV
Newspaper
s

Nokia

Others

Xperia x10 mini

Nokia 5800
Xpress Music

20000-40000
20000-40000, Any
amount
10000-20000

Internet

Nokia
blackberr
y

Nokia

N73
blackberry bold
9000

10000-20000

Nokia
Nokia
Sony
Ericsson

N-73
N-93

10000-20000
2000-10000

W810i

Any amount

Magazines

Satisfied
Extremely
Satisfied
Satisfied
Extremely
Satisfied

HTC

Nokia
Nokia
Sony
Ericsson
Sony
Ericsson

TV
Newspaper
s
Newspaper
s
TV

Wildfire

10000-20000

Nokia

Nokia

Nokia 2626

Any amount

Internet
Newspaper
s

Satisfied
Extremely
Satisfied

Nokia

Nokia

NOKIA C-6

10000-20000

TV

Nokia
Blackberr
y
blackberr
y

Nokia

Nokia n-86

10000-20000

TV

Satisfied
Somewhat
Satisfied

Nokia

Blackberry 8520

10000-20000

Internet

Satisfied

Nokia

blackberry bold 2

10000-20000

Internet

Nokia

Nokia

10000-20000

TV

Samsung

Nokia

Nokia -5330
Samsung Corby
plus

Satisfied
Somewhat
Satisfied

10000-20000

Internet

Nokia
Nokia

Nokia
Nokia

6500
Nokia 7230

10000-20000
10000-20000

Internet
TV

Others

20000-40000

Satisfied
Extremely
Satisfied
Satisfied
Extremely
Satisfied
Satisfied
Extremely
Satisfied
Extremely
Satisfied

Satisfied
Somewhat
Satisfied
Satisfied

Name
Megha Gupta
Richa Nayar
Shubhangi
Jain
Monika Rout
Deepak
Wasake
Razeyeh Jalali
Palak
Agarwal
Aradhya
Gupta
Vanil Shah
Vidushi
Chaudhry
ASHISH
AGARWAL
Nikita Sharma
Francis Minz
Ankit Goyal
Haragouri
Dash
RUCHIKA
AGRAWAL
Chandni
Khanna
Ridhima Sethi
Yashana
Dandona
Richa Arora
Sudipto Basu
Sitanshu
Shaifi

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(https://spreadsheets.google.com/viewform?formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ)

References and Bibliography

1) Joshi, A., In The Top Spot[pdf]
[Available at: www.ibef.org/download/inthetopspot.pdf]
[Accessed on: 05th October, 2010]
2) Litchfield, S. , 2010, Canalys Q2 stats show Nokias Symbian world smartphpone
market share at 38% [online]
[Available at:
http://www.allaboutsymbian.com/news/item/11899_Canalys_Q2_stats_show_Nokias_S
.php]
[Accessed on: 07th October, 2010]
3) Malykhina, E., 2008, Nokia Uses Nano Tech For 'Morph' Concept Cell
Phone [Online]
[Available at:
http://www.informationweek.com/news/mobility/business/showArticle.
jhtml?articleID=206801722]
[Accessed on: 29th September, 2010]

4) Mitra,M. & Pande,B.,2009, How Nokia became India's largest MNC [online]
The Economic Times, Corporate Dossier, 5th June, 2009
[Available at: http://economictimes.indiatimes.com/Features/Corporate-Dossier/HowNokia-became-Indias-largest-MNC/articleshow/4619036.cms]
[Accessed on: 04th October, 2010]
5) Mookerji,N.,2010, Desi mobile brands clamber up fast[Online]
DNA, New Delhi, Wednesday, Jun 23, 2010, 2:00 IST
[Available at: http://www.dnaindia.com/money/report_desi-mobile-brands-clamber-upfast_1399981]
[Accessed on: 10th October, 2010]
6) Nokia Naming Conventions,2nd March, 2010-10
[Available at: http://conversations.nokia.com/2010/03/02/nokia-naming-conventions/]
[Accessed on: 04th October, 2010]
7) Varaprasadreddy, J. & Ramesh, A., 2006, Role of Advertising in Creating Brand
Personality[online]
[Available at: http://www.indianmba.com/Faculty_Column/FC306/fc306.html]
[Accessed on: 07th October, 2010]

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8) http://investors.nokia.com/phoenix.zhtml?c=107224&p=irol-productPortfolio
9) http://nokiaexperts.com/nokia-smartphone-classes-nseries-eseries-xseries-cseries/
10) https://spreadsheets.google.com/viewform?
formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ