Introduction to Project:This Project deals with Various Marketing Strategies used in Mobile Industries. This Project mainly focuses on Various Strategies that are been used by Nokia Co Ltd in the Market. ● Title of the Study :The present study is titled as, “A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES” The study is made with special reference to

‘NOKIA PRIORITY DEALER SHOP’ (THANE-W) ● Period of the Study :The period of the present study from 2004 to 2006 ● Data and Methodology :For the purpose of the present study, both primary data and secondary data were used. Primary data is collected by visiting “NOKIA PRIORITY DEALER SHOP” [Thane (West) Branch] Secondary data are collected from Books, Internet, Magazines Objective of the Study :The objectives of the present study are:1) To get the better view of Various Marketing Strategies used in Mobile Companies 2) To know the facilities provided by Nokia Company to its Customers 3) To know the special schemes designed by the Nokia Company & especially for the benefit of the Customers. ● Limitations of Study :1) The study is based on the information provided by Nokia ‘s Mobile Strategy 2) The present study suffers from all the limitations of case study method. INTRODUCTION The company I have chosen to analyse in my project is the Finnish mobile phone giant NOKIA. This Chapter tells us briefly what Nokia actually is, its company structure and overall view on the size and sales of the company & also the Various Marketing Strategies followed by them. Since January 2004, Nokia Group has consisted of four different business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. “In

addition, there are two horizontal groups that support the mobile device business groups: Customer and Market Operations and Technology Platforms.”2 In the year 2004 Nokia’s net sales for mobile phones were 18 507 million euro, which went down 12% from 2003. Nokia’s market areas were Europe/Africa/Middle East (55% of net sales), Asian Pacific and China (25%) and Americas (20%). Nokia’s market share in Europe was 45,8% in 2003, in 2004 it was 34,8% and in the third quarter of 2005 it was 36%.3 The average number of personnel for 2004 was 53 511. At the end of 2004, Nokia employed 55 505 people worldwide. In 2004, Nokia′s personnel increased by a total of 4 146 employees. Nokia’s turnover for the third quarter of 2005 was 8403 million euro from which mobile phones brought in 62%, multimedia 17%, Enterprise solutions 2% and Networks 9%. “The year 2004 was demanding for Nokia. In response, the company set five top priorities in the areas of customer relations, product offering, R&D efficiency, demand-supply management and the company’s ability to offer end-to-end solutions. Nokia is making good progress in these areas, and is now better positioned to meet future challenges. COMPANY PROFILE Nokia's history started in year 1865, when engineer Fredrik Idestam

established a wood-pulp mill in Southern Finland and started manufacturing paper. Due to the European industrialization and the growing consumption of paper and cardboard Nokia soon became successful. In 1895 Fredrik Idestam handed over the reins of the company to his son-in-law. Nokia was Actually founded in 1965 by Fredrik Idestam in Finland as a paper manufacturing company. In 1920, Finnish Rubber Works became a part of the company, and later on in 1922, Finnish Cable Works joined them. All the three companies were merged in 1967 to form the Nokia Group. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone, Mobira Cityman, in 1987. The company delivered the first GSM network to Radkilinia, a Finnish company in 1991, and in 1992, Nokia 1011 - a precursor for all Nokia’s current GSM phones - was introduced. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two core businesses - mobile phones and telecommunications networks. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two

pricing. INTRODUCTION TO MARKETING "Marketing is the process of planning and executing the conception. Nokia was able to offer advanced products from the beginning of the 90s. is one of the reasons why Nokia became the market leader. Nokia's history contains many achievements that were the first of their kind in the world. The success with the NMT and GSM technologies and the products they spawned secured Nokia's position as the world's leading telecommunications company. Nokia ensured its continued growth by reforming its production in the middle of the 90s. promotion. Early investments in R&D were thus handsomely rewarded. The new phone models and standardized technical solutions made it possible to produce an increasingly extensive product range more effectively. The world's first device to use the Symbian OS was also produced by Nokia. Nokia has been involved in making the world's first NMT network and the world's first pocket-sized mobile phones and telecommunications networks. and . organizations. The list of Nokia's milestones provided a good insight in the history of wireless communications.core businesses . services. covering all user groups. goods. Many milestones have been experienced in the mobile phone business since the 80’s. The extensive range of mobile phone models. and distribution of ideas.

Even after a better part of a century the debate continues. as released by the American Marketing Association is:Marketing is an organizational function and a set of processes for creating. communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. That takes place in a social context. Although many people seem to think that . In developed societies marketing is needed in order to satisfy the needs of society's members. Academics does not have one commonly agreed upon to create and maintain relationships that will satisfy individual and organizational objectives." The new definition of marketing. Industry is the tool of society to produce products for the satisfaction of needs. "Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is one of the most important functions in business. It is the discipline required to understand customers' needs and the benefits they seek." (Kotler & Armstrong 1987) The Mission of marketing is satisfying customer needs. In a nutshell it consists of the social and managerial processes by which products (goods or services) and value are exchanged in order to fulfill the needs and wants of individuals or groups.

Advertising is simply one of the many processes that together constitute Marketing."Marketing" and "Advertising" are synonymous. it aims at generating . FUNCTIONS OF MARKETING:Market research Advertising and sales promotion Public Relations Selling Servicing Methods of payment and credit Advantages identifies needs and wants of consumers determines demand for product aids in design of products that fulfill consumers needs outlines measures for generating the cash for daily operation. to repay debts and to turn a profit identifies competitors and analyzes your product's or firm's competitive advantage identifies new product areas identifies new and/or potential customers allows for test to see if strategies are giving the desired results Disadvantages identifies weaknesses in your business skills leads to faulty marketing decisions based on improperly analyzed data creates unrealistic financial projections if information is interpreted incorrectly identifies weaknesses in your overall business plan Levels of Marketing Strategic Marketing attempts to determine how an organization competes against its competition in a market place. In particular. they are not.

1980) The role of marketing in society means also responsibilities. Goodpaster and Matthews (1982) analyse three patterns of . Operational Marketing includes the determination of the marketing mix. as well as to satisfy the customer with prompt services and meeting the customer expectations. K. In addition to economic and social responsibility. social and environmental responsibility. at the same time. produce profits for the company itself. ecological responsibility is nowadays emphasized. From the societal point of view. Business is a subsystem of society. a company must operate in a way that will make possible the production of benefits for society and. Marketing connects them. marketing is a philosophy which shows how to create effective production systems and consequently prosperity. Improvement of marketing is related to the changing emphases of economic. Thus. environmental responsibility is part of social responsibility.a competitive advantage relative to its competition. Operational Marketing executes marketing functions to attract and keep customers and to maximize the value derived from them. which has both a social and an economic role. et al. (Davis. The Social Function of Marketing In modern society production and consumption are apart from each other. According to some definitions.

The hand of government view (promoted by e. The common good is best served when individuals and organizations pursue competitive advantage. The hand of management. Free and competitive market-place will ensure the moral behaviour of companies.g. Milton Friedman) concludes that the only social responsibilities of business organizations are to make profits and to obey laws. and that the concepts of an individual's responsibility and a company's responsibility are largely parallel.thought which can be distinguished for a company's social responsibility: 1. The hand of government. The invisible hand view (promoted by e. organizations should be no less or no more responsible than ordinary persons. It is concluded that the moral responsibilities of an individual may be projected into an organization. 1. and 3. John Kenneth Galbraith) concludes that companies are to pursue rational and purely economic objectives. marketing has been seen as a link between production and . 3.g. Therefore. 2. It is the regulatory hand of the law and political process which guides these objectives towards common good. The hand of management view (presented by Goodpaster & Matthews) would put the responsibility of a company's actions into the hands of the company itself. The Traditional and Integrated Functions of Marketing Traditionally. 2. The invisible hand.

called "Production and Sales Eras of Marketing". Selling is associated to the so. The basic power of marketing is the aspiration to produce and sell only that kind of products which have demand. the other is mass-marketing. where information is transmitted effectively between production and consumption. Market Segmentation Market segmentation is one of two general approaches to marketing. Marketing was born out of a need to take better into consideration the demand factors in production planning.customer. Marketing integrates the whole company to serve this demand. Slogans: "Make what you can make" and "Get rid of what you have made" describe the traditional view of marketing/selling. The following figure shows the role of traditionally oriented marketing in (traditionally oriented) management. The function of marketing is to channel information of consumer needs to the production and satisfaction of needs to consumers. the total market is . businesses look at the total market as though all of its parts were the same and market accordingly. The situation could be captured better by using the term selling. Marketing aims at effective production systems. In the mass-marketing approach. In the market-segmentation approach.

occupation. segment on the basis of age groups such as teenagers. life stage. geographic location. The most common elements used to separate consumer markets are demographic factors. or . income. each different from the other. and mature adults. and perceived product benefits. This approach enables businesses to identify one or more appealing segments to which they can profitably target their products and marketing efforts.viewed as being made up of several smaller segments. The first is to define the market in terms of the product's end users and their needs. Demographic Segmentation involves dividing the market on the basis of statistical differences in personal characteristics. Clothing manufacturers. for example. occupation.characteristics. race. home builders. and education level. attitudes. life stage. young adults. The Market-Segmentation process involves multiple steps. Possible bases for dividing a total market are different for consumer markets than for industrial markets. such as age. professional periodicals. Cosmetics and hair care companies may use race as a factor. interests. Jewelers use gender to divide markets. gender. and so on. The second is to divide the market into groups on the basis of their characteristics and buying behaviors. Psychographic Segmentation is based on traits.

cities. Similarly. manufacturers of snow-removal equipment focus on identifying potential user segments in areas of heavy snow accumulation. that is. or even countries.lifestyles of potential customer groups. . or professional organization through logoed credit cards. Geographic Segmentation entails dividing the market on the basis of where people live. areas with a certain number of people per square mile. they search for. states. urban. Product Benefit Segmentation is based on the perceived value or advantage consumers receive from a good or service over alternatives. Considerations related to geographic grouping may include the makeup of the areas. Because many retail chains are dependent on high-volume traffic. for instance. Companies marketing new products. size of the area. suburban. marketers of low-fat or low-calorie products try to identify and match their products with portions of the market that are health-or weight-conscious. or rural. counties. climate. Divisions may be in terms of neighborhoods. favorite sports team. or population. regions. seek to identify customer groups that are positively disposed to new ideas. Firms marketing environmentally friendly products would single out segments with environmental concerns. and will only locate in. For example. Some financial institutions attempt to isolate and tap into groups with a strong interest in supporting their college.

Many companies even market similar products of different grades or different accompanying services to different groups on the basis of productbenefit preference.Thus. In other instances. Psychographic data. and similarity of quality. policy regarding number of vendors. service. image. buyer-seller relationships. In still other instances. or end-user applications. or other benefits prospective consumers seek. or availability needs. some are similar. volume used. Some are very different. they are segmented along operational lines such as products made or sold. . Although demographic. or technological base. Factors used to segment industrial markets are grouped along different lines than those used for consumer markets. geographic location. and organizational differences enable marketers to narrow their opportunities. geographic. special features. A wide spectrum of businesses—from camera to Automobile Marketers—rely on this type of segmentation to match up with customers. These differences include centralized versus decentralized purchasing. service. differences in purchase practices provide the segmentation base. markets can be partitioned in terms of the quality. company size. performance. related processes used. they rarely provide enough specific information to make a decision on dividing the market. such as type of business. Industrial markets are often divided on the basis of organizational variables.

it can give customer-driven direction to the management of current products. First. perceived consumer benefits and preferred business practices are better at pinpointing buyer groupings—but they must be considered against the broader background. The fourth step is to zero in on one or more segments that are the best targets for the company's product(s) or capacity to expand. Adopting a market-segmentation approach can benefit a company in several specific areas. the key is to gather information on and consider all segmentation bases before making a decision. the third step in the process is to reduce the pool to those that are (1) large enough to be worth pursuing. (3) reachable.operational lines. and (4) likely to be responsive. it can result in more efficient use of marketing resources. and. the business can then design a separate marketing mix for each market segment to be targeted. Second. in particular. Once potential market segments are identified. it can bring a company the broad benefit of a competitive advantage. (2) potentially profitable. Third. At the same time. it can help identify new opportunities for growth and expansion. After the selection is made. Thus. MARKET SEGMENTATION FOR NOKIA: The decibel levels in the cellular market are increasing with service .

amidst this entire melee one cannot ignore the efforts of the handset manufacturers. arguably the biggest player in the world.514. Both service providers and handset manufacturers have been complementing each other well with each fuelling the demand for the other. this figure is expected to increase at a very rapid rate. handset manufacturers are using precise segmentation to carve up their share. The big three of the mobile handset market Nokia.providers stepping on the gas. SEGMENTATION OF NOKIA AND SEGMENTATION MODEL FOLLOWED BY COMPETITORS Connecting people! Nokia. Ericsson and Motorola. the all-India cellular subscriber figures stand at 38. these expectations are well on the way to being met. However.71. Not to be left behind. has divided the market into four segments: * Hi-fliers: The biggest segment as far as Nokia is concerned consists of . Industry observers attribute the success of handset manufacturers to shrewd market segmentation. If current decibel levels in the market are anything to go by. With aggressive marketing by service providers. have studied the market and segmented it precisely. Divide and rule seems to be working! According to a report published in May 2001.

high-profile celebrities. these early adopters are 'Trendsetters' who are most receptive to advanced models. This was the segment at which WAP-enabled models were aimed. the company sponsors the handset. The fact that the segment cannot do without a mobile phone makes it the 'assured' segment. * Trendsetters: In any technology adoption cycle. the segment looks for data transmission and other business-related features. socially-conscious segment that uses a mobile to stay in touch. MARKETING STRATEGIES Introduction to Marketing Strategies “STRATEGY” is a very broad term which commonly describes any thinking that looks at the bigger picture. Successful companies are those . the first segment to adopt an emerging technology is dubbed as 'the early adopters'. hence price is not a major consideration.'Hi-Fliers'. industrialists and other high "net worth" individuals. For Nokia. * Social contact: The third segment for Nokia is the upwardly mobile. corporate executives who use a mobile phone to increase productivity at work. * Assured: The fourth and last segment as defined by Nokia comprises of CEOs. Today's youth and affluent housewives constitute two major chunks of the segment. Aged between 25-45. In most cases.

The Marketing Concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in highgrowth. To meet and exceed customer satisfaction. Strategy is the way in which a company orients itself towards the market in which it operates and towards the other companies in the marketplace against which it competes. Consumers seek certain attributes in products and these attributes lead to certain benefits for them. the business team needs to follow an overall organizational strategy. to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept. moderately competitive markets. A successful strategy adds value for the targeted customers over the long run by consistently meeting their needs better than the competition does. When the benefits matter to them. However.that focus their efforts strategically. It is a plan an organization formulates to gain a Sustainable Advantage over the competition. a welldeveloped marketing strategy is required. over time they learn to choose products which possess those attributes that lead to the . Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market.

To succeed. Such a skimming strategy contrasts with a penetrating strategy. and increasing the price over time as market share is gained. Price / Selling Effort Strategies : A firm that follows a skimming strategy seeks to be the first to introduce a product with very good performance. their consequences and their ultimate consumer ‘values’ are important if one has to arrive at a positioning that the consumer can relate to. If the competition surprises a firm with the introduction of a . Benefit Laddering refers to a technique which focuses on product attributes and hence provides a link for the changing value proposition of a product. which seeks to gain market share by sacrificing short-term profits. selling it to the innovator market segment and charging a premium price for it. A firm should prepare defensive strategies before potential threats arrive. It makes as much profit as possible. Understanding these linkages between product attributes. a firm must leverage its own unique abilities. Competitors have certain strengths and abilities.relevant consequences. The price is likely to fall over time as competition is encountered. then moves on when the competition arrives. It helps the company to communicate its final value proposition to the consumer and hence help the company to arrive at the desired positioning of the product in the market.

I hope that Ewan's prediction will come true and users are now ready to buy and use such advanced mobile gadgets. the carriers didn't make it easy for Nokia to be the #1 in North-America. Especially if they are from the business segment: first. consumers will be able to easily discover and easily initiate services. the firm should resist the temptation to proceed with its mediocre product. they're simply satisfied with text messaging and using their phones mainly for voice calls. As Nokia reported in their press release. but this time without involving the carriers. either. A phone call to the nearest taxi stand. The competition's probable response to a firm's actions should be considered carefully. they might even use more than 10% of the provided functionality. it's more likely that those users can afford cell phones for hundreds of $s. they are trying to find new ways to sell their phones. It seems that American people are resistant to smart phones.vastly superior product. second. NOKIA’S VARIOUS MARKETING STRATEGIES Local services easily: With the Nokia Local Marketing Solution. Unfortunately. and other much wiser bloggers. A firm never should introduce a product that is obsolete when it hits the market. opening a WAP or HTTP connection to the local movie theatre portal can . But that might change over time. have already written about how unsuccessful Nokia had been in selling phones on the US market. Nokia's new strategy in US market I.

Since the area where service is advertised is well defined. Services are advertised via Bluetooth to consumers’ phones when they pass a are automatically saved to the Local Info service point. Nokia Local Marketing Solution: With the Nokia Local Marketing Solution mobile operators and service providers can promote their own or partnered SMS and data services. Even local businesses could easily advertise their own services in relevant places at relevant times. approx. The solution consists of: • an application in the phone – Local Info. the special application in the phone makes it possible for the consumer to discover locally relevant services from service advertisements collected in the background by the special phone application while the consumer moves around. The solution creates demand for building new. the solution enables the advertisement and provision of services to have a . These service advertisements phone application. • a mountable. really local services thus offering a new revenue opportunity made with just a few clicks. Rather than having to browse through multiple menus. which is a back-end server for content and service point management. A5 sized device called the Nokia Service Point LMP 10 used for sending over Bluetooth service advertisements to the consumers’ phones and • The Nokia Service Manager LMM 10.

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

on the radio in posters. the consumers have to enter SMS codes and URLs manually in their phones to access these services. Before the consumer consumer the service type and price. it disappears from the consumer’s phone. When the validity of an advertisement expires. an HTML/WAP file or play an . For or White Paper a certain place. thus set preferences on several criteria. the consumer can set preferences. WAP/HTML browsing and streaming services of content owners are accessible and can be advertised in newspapers. Service advertisements can be time-specific and be valid for a limited period. From the userinterface. the UI informs the phone applications are used for service access. on television. for example to show a coupon. SMS. to select which service providers they wish to receive the adverts from. for example which category of service advertisements to receive and. is most interested in Exist activates the service. The consumer can set preferences on several criteria. The solution supports the activation of voice. most important. The solution also makes it possible to have embedded content behind the service icon.The actual usage of cellular voice and data related services happens over cellular network by just clicking the service icon from the phone application.

decide. consumers have ensured that at almost every moment of their waking lives they have the opportunity to interact. mobile communications and digital interactive Television (iTV). Digital Marketing Strategies Interactive Marketing With the advent of the internet. The 'build it and they will come' attitude to multimillion pound marketing campaigns appears to prevail in too many organisations. or so one would think. Unfortunately. Executives still stuck within the traditional media paradigm have yet to understand the full value of interactive advertising and immediate customer response. they rarely have the necessary information infrastructure in place to capture and extract value from interactive campaigns and the customer feedback they . marketing in many companies still remains a nebulous soft function. In addition. back-end service manager is over GPRS hence there is no need for local LAN cabling. which uploads these to the local service points. and provide feedback. A marketer's clip. The service advertisement are created and managed with the Nokia Service Manager LMM 10. participate. Many companies that have used internet and mobile advertising claim that they have been disappointed with the results. The connection between the service points and the central.

and the content they deliver. Digital technologies. have added dynamic segmentation and targeting capabilities to more traditional methods. These companies understand that traditional media. There are a number of companies however. If companies contemplating the use of iTV follow a similar pattern there is a significant risk that this platform too will be either underutilised or misused. consumers are allowing marketers access to parts of their lives that not long ago would have been much more difficult to penetrate. The Dynamic Customer By being constantly connected. and digital TV play in their customers' lives. as well as how and when these technologies are used. They embrace the digital customer. that are emerging as veritable maestros of interactive marketing. As a result. mobile telephony. and they know exactly what roles the internet. attitudes and . and iTV provide complementary marketing channels that can be used to influence customer behaviour at the different stages of the purchasing cycle. the mobile. internet. They see the opportunity and take advantage of the potential of each channel to add value. either individually or in conjunction with other digital channels. it is no surprise that marketers by and large fail to take advantage of the opportunities that the internet or the mobile platform provide. Customers needs.provide.

press. e-mail. as the influences that surround them alter their desires. The pizza delivery service must surely rank as a perfect real life example of Pavlov's conditioned reflex experiment. radio and outdoor. With the introduction of so many communication options (e. perspectives and physical state. The comparatively blunt 'traditional media' instruments of TV. that have looked to influence consumer trends over time. contemplating which platform to use in order to capture the customer at the optimum time. Organisations are increasingly looking to use interactive media to create strong associations between their products and services and specific aspects of their customers' lives. loud sounding siren to denote heat). Savvy marketers are learning to use this knowledge to hone their customer segmentation and targeting strategies. have been supplemented by media that can instantly respond to desires and needs. face to face. fixed line. iTV) the consumers preferred method of response has also evolved. mail. family show).g. mobile phone. Just the sound of the siren most . A good example is Domino's Pizza who is deliberately associating its brand with specific content (The Simpsons.propensity to purchase evolve and change by the minute. at a particular time of day (dinnertime) with a highly distinctive signature ( jarring.

.. Simpsons.000 orders.. Domino's administers the marketing coup de grace by making it easier over time to use the service.. The red interactive button on the television remote allows viewers to act on their impulse immediately.. Mobile phones come to mind immediately as a channel that can prove as sticky as American cheese. for example. by extending its presence to additional digital platforms. an impulse and the opportunity to purchase. Learning how to capitalise on obvious synergies between the various channels is key to getting the . The pizza delivery service could go further still. Cookies keep track of previous orders and choices and literally allow customers to have dinner delivered to their door at the touch of a button ('same as last time?'). Moreover.. the interactive television remote control has proven to be a magic wand. the text messaging service to offer electronic coupons would. minimising the opportunity to change their mind. Using SMS (Short Message Service). allow Domino's to further increase loyalty and pervasiveness in its customers' lives. Not surprisingly. sales through online channels now reach a significant £300. Domino's'.likely suffices today to have masses across Britain salivating for 'hmmm. dinner. For Domino's. The campaign simultaneously creates awareness.000 per month from 20. though.

and clothes online before buying.most out of digital marketing campaigns! Exploiting Platform Synergies The organisations that successfully use several digital channels in a complementary fashion will unlock the full value of digital marketing. whilst still watching their current programme. Not a task to be taken lightly. Viewers can enter a separate interactive area. the context in which they are best used. To do so. The higher the cost of a . a recent Forrester report revealed that by 2005 US consumers will research $378 billion in cars. So iTV has now evolved as a vehicle that can inform. or make the effort of noting down a number and picking up a phone . persuade and provide the opportunity to purchase in one fell swoop. traditional TV forced viewers to file away that interest until the next purchase opportunity. the content/offers that are appropriate to both the platform and the customer segment as well as the fulfillment expectation for each platform. trips. However.quite a lot of effort for your average viewer. So what are these strengths? Digital interactive Television Traditional TV has for a long time been an awareness creation tool par excellence. Internet on the PC The PC is the information vehicle of choice. Now iTV brings a new interactive dimension. they will need to have a thorough grasp of the strengths of each platform. and have access to more information and/or an opportunity to purchase.

Mobile Telephony Cell phones and other mobility devices (PDAs etc. SMS information teasers raised WAP usage by a significant 20%. The company's digital marketing strategy is designed around platform peak-times: internet peaktimes around lunch-hour.) are ideal for location-based advertising and as a tool to remind consumers of specific products and services. In addition. the greater the importance of the internet as a step in the purchasing is also adopting an increasingly sophisticated digital marketing programme. BTCellnet's SMS-based marketing campaign around the Channel 4 programme. Another Forrester survey amongst retail companies estimated that 25% of purchases were sparked by their internet site against 2% of sales actually purchased on the internet. The pervasiveness of these devices makes them an excellent vehicle for marketers looking to create stickiness and improve customer loyalty. SMS-based marketing has proven very effective for stimulating purchase of low cost locationbased offerings. Lastminute. Big Brother has proven very successful. Digital novelties like electronic coupons are helping to create an ever more constant presence for products and services. at the right time. digital TV peak-times around home/family/dinner time. anywhere). Being . Through its multi-platform strategy the company has successfully achieved higher brand visibility by creating an impression of omni-presence. As an example. and WAP/GPRS peak-times during weekend leisure ensured a high level of service (anytime. Lastminute. and enhanced customer intimacy by targeting the right customers.product or service.

finishes and colours selected for each model in the collection.available on the most suited platform at the most promising time allows to deliver highly targeted messages to tightly segmented audiences. the Nokia 7360. Craft techniques such as enamelling and etching added a creative spark to the graphics. NOKIA STRATEGIC MARKETING IN INDIA Nokia redefines fashion phones in India with the latest L'Amour collection Nokia has introduced a collection of three trend-inspired mobile phones. Nokia 7380: With etched mirrored surface and discreet keyless dial. the Nokia 7380 comes with a leather cover and a mirrored display. Hints of vintage and to maximise its revenue by allowing the customer to use their response mechanism of choice. In the design and development of the L'Amour Collection. silk and enamel for inspiration. The . This strategy has enabled Lastminute. all carefully crafted and layered with a passion for detail. Nokia's Design team has looked to materials such as amber. turquoise. are fused with natural materials. ceramic. colours and patterns. Each model in Nokia's the L'Amour Collection offers a beautiful mix of contrasts infusing cultural and ethnic influences with luxurious touches of the unexpected. Nokia 7370 and Nokia 7380.

graphics and games downloads in India and is offering a choice of 120 . The Nokia 7360 is also available in two signature L'Amour Collection colour schemes. Beautiful patterns into the elegant metal trims are contrasted by leather-inspired faceplates. Nokia has jumped into the growing market of online distribution of tones. coffee brown and warm amber. with each model offering a distinct set of graphics. Key features: 1. 4x zoom Enhanced Voice Commands MP3 player Nokia 7370: The Nokia 7370 "swivels" open to reveal its elegantly hidden keypad.3 megapixel camera. The Nokia 7370 is available in two colour includes a 2-megapixel camera and intuitive voice dialing. including straps and carrying pouches. which are perfectly complemented by elegant accessories. coffee brown and warm amber. screensavers and even dedicated camera keys. Key features: Keyless dial 2-megapixel camera. 8x zoom 2-inch QVGA colour screen (320 x 240 pixels) Stereo speakers with 3D sound effects Video ring tones FM Radio Nokia 7360: Trend-conscious men and women will appreciate the Nokia 7360's mixture of patterns and textures.

” Nokia India marketing head Gautam Advani said. So far. “Nokia is not entering this business to make money. only online content and utility services companies such as MSN and Yahoo have been offering ringtones and graphics downloads to mobile phone enthusiasts. These estimates do not take airtime charges paid by the users for downloads. The business of offering ringtones and graphics is growing almost by 100 per cent. users will have to shell out an additional Rs 10-25 for the airtime depending on the size of the which can be downloaded at Rs 50 per game. a large part of the revenue will be shared by the service operators and content providers. However. The download business for the calendar year 2003 was estimated to be around Rs 10 crore and is expected to touch Rs 20 crore this year. Nokia claims to be the first handset manufacturer to enter this business in India and the first company to launch games downloads in the Indian market. Mr Advani claimed that the company launched a game named ’Makhan Chor’ during ’Janmasthmi Utsav’ last month and the response was very . Our interest is to help mobile service operators to increase their average revenue per user (ARPU) and to influence mobile phone users to upgrade to the latest models being launched by the company. according to industry experts. In fact.

and the retailers promote it to consumers. It has also entered into an agreement with Indian Performing Rights Society for ringtones. Push A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. Nokia India has already tied up with with Bollywood production houses such as Harry Baweja."push" and "pull". A good example of "push" selling is mobile phones. The producer promotes the product to wholesalers. bypassing other . A "push" strategy tries to sell directly to the consumer.for example offering subsidies on the handsets to encourage retailers to sell higher volumes. Rajshri Pictures and RS Entertainment for graphics and movies. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia . where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. PROMOTIONAL STRATEGIES: "Push or Pull" Marketing theory distinguishes between two main kinds of promotional strategy .encouraging. the wholesalers promote it to retailers.

and the wholesalers will ask the producers. which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. consumers will ask their retailers for the product. With this type of strategy.distribution channels (e. Fisher-Price will develop. plastic and electronic learning toys for the UK and Ireland. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. As part of the promotional campaign.g. If the strategy is successful. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. selling insurance or holidays directly). manufacture and distribute a range of Fimbles products including soft. 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. consumer promotions and advertising are the most likely promotional tools. PRICING STRATEGIES . the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show. Aimed at two to four-year-olds. the retailers will ask the wholesalers.

is even more imperative. on the outskirts of Chennai. Bundles: Another category where penetration is next to negligible is the fast-growing mobile telephony market — penetration stands at roughly 5%.Ultra low cost phones--less than Rs 2. Importantly. Here. which incorporated unique features such as a torchlight. the value equation. where more than 4 million new users are entering the 85. The number of mobile services users surged 47 percent in 2005. behind China and the United States." Chief Executive Jorma Ollila said at the launch of the plant in Sriperumbudur. and now exceeds the population of Germany.4 million strong wireless sector each month.000--are fuelling demand in costsensitive India. Nokia found success with its ‘Made in India’ Nokia 1100. a dustresistant keypad and an anti-slip grip to appeal to the semi-urban markets. according to Sanjay Behl. marketing head of Nokia India. "We anticipate that there will be a long-term sustainable demand for mobile telephony in the fast-growing Indian market. Behl says that even applications and software — such as T9 or language . India is expected to be the world's third largest mobile market by the end of this year. even as price continues to be a significant factor for determining the choice of handset or service provider.

the Four P’s. the 2600 has a 17% share. is the highest selling colour model in India. and 16% in terms of value. His typology has become so universally recognized that his four activity sets. in some cases. Jerome McCarthy divided marketing into four general sets of activities. in professional usage the term has a wider meaning which recognizes that marketing is customer centered. is the largest selling handset in India with a market share of about 25% in terms of volumes.interface and text input — have to be customised to meet consumer needs. which currently retails at Rs 2. another Nokia phone. the 2600. “ Clear evidence of how features (colour screen) and price have been cleverly bundled to drive penetration.200. Four P’s In popular usage. On the other hand. "Marketing" is the promotion of products. have passed into the language.” says Behl. The scope of a product generally . for specific customers. The 1100. with a 7% market share. especially Advertising and Branding. However. In the colour segment alone.700. The Four P’s are: Produc t : The product aspects of marketing deal with the specifications of the actual good or service. Products are often developed to meet the desires of groups of customers or even. priced at Rs 4. and how it relates to the end-user's needs and wants. E.

or company. point of sale placement or Retailing. Colour. retail).g. etc. online vs. Nokia Offers a Varied Range of Mobile Phones & Other accessories with it. Especially in Mobile phones Nokia is the Leading Manufacturer in it.g. All Mobile phones are having Different Specifications in it. This fourth P has also sometimes been called Place. to which segment (young adults. guarantees.includes supporting elements such as warranties. brand. Publicity. Nokia Offers various Mobile Phones with varied Quality. time. etc.It First Does Analysis of Market & according to . for example. Promotio n : This includes advertising. e. including discounts. The price need not be monetary .it can simply be what is exchanged for the product or service. PRODUCTS OFFERED BY NOKIA There are Various Ranges of Products that Nokia Offers. Shape. and refers to the various methods of promoting the product. Placemen t: refers to how the product gets to the customer. or attention. Nokia is Launching a New Products Every Year. which geographic region or industry. and support. and personal selling. families. Pricing : This refers to the process of setting a price for a product. business people). Sales promotion. Size. referring to the channel by which a product or service is sold (e.

Several New Techniques & Upgradation is being done to enhance & launch a new product every time in Market. But now Nokia has launched Various New Models of Mobile Phones in Mobile Series that it Has Rocked the Market. Nokia’s R& D Department is very much in Progress for working over bringing a special change in every mobile phone its launching in market. These New Models Which Nokia is going to Launch in market is having all Types of Features/Facilities like:1) Instant Messaging 2) Brighter/Broader Enhanced Colour Display 3) Large Screen . Nokia is now Launching various new Models of Mobile Phones i. of Products in Market & It had been very Successful for Nokia after launching so many products. There are so many Mobile Phones been in Market by Nokia. Messaging.Taste of Consumers It Launches its Products in Market. Till now Nokia has Launched a No. After Launching Various Mobile phones in market till now. The New Models are having various Greater. Advanced Facilities from that of other phones till now. Nokia has Strengthened its Strategy of Working in Market. It has Revolutionised all sectors in Market. No one is So Powerful as Nokia in Field of Mobile Phones in India.e it is bringing new changes in the series of Mobile Phones. Firstly All Mobile Phones used to have only Black& White/ Colour Display.

which target first-time buyers and have talking alarm and clock in five regional languages along with innovative features for ‘ease of use’.Nokia launched two new affordable handsets models.0 8) Support for Ms-Office 9) Cool Applications & Games 10) Bluetooth Connectivity 11) Wireless Earphones 12) Slim Body 13) 2.0 Mega pixel Camera etc Product Portfolio Nokia launches handsets to drive mobility NEW DELHI -. Another stand out feature of these new handsets is the unique Talking Alarm and Clock in five regional languages including Hindi. Nokia handsets are renowned for their ease of use and the Nokia 1110 and . The Nokia 1110 (black and white display) and Nokia 1600 (coloured display) are ideal for first time users as they have an inbuilt graphical demo mode which allow users to access and familiarise themselves with the main functions of the handset. 1110 and 1600.4) Touch Screen System 5) Enhanced Radio Facility 6) Mp3 System 7) Internet/GPRS 2. With these new mobile phones. Bengali. Tamil. even without inserting a SIM card. Nokia has expanded its entry-level portfolio in India. Marathi and Gujarati.

This will be an operator dependent service. These handsets are yet another example of Nokia’s innovation and commitment to introduce products that are relevant for Indian consumers. which has been demonstrated by our past endeavours in introducing Hindi SMS and even in our earlier campaigns. such as Nokia Prepaid Tracker support to help users monitor their phone usage. The Nokia 1110 and 1600 announce the dawn of a new age. In addition to polyphonic and MP3-grade sound ringtones. Reiterating Nokia’s intent to drive affordable mobility in India and grow the base of mobile phone users. Only 5 percent of the population understands the English language. Nokia has always tried to reach out to the masses. such as managing calls and contacts become easier. Managing Director. With the new menu structure accessing basic features. the Nokia 1110 and Nokia 1600 also feature a unique cost-management feature. Its unique talking alarm will wake up millions of Indians. Nokia Mobile Phones. Sanjeev Sharma. but also to a new . not only to their daily lives. said: “With the introduction of these new handsets we have further strengthened our entry level product portfolio by bringing in feature rich handsets with localised applications.1600 phones continue this tradition with a new intuitive user interface that makes full use of graphical icons and large font sizes and the built-in hands-free speaker.

” Detailing the rationale behind the Jaago India Jaago advertising campaign.9 mm . They are as Follows:NEW UPCOMING MODELS OF NOKIA 1) Nokia 2630 Key Features Ultra-slim design measuring at only 9.” Both these handsets also offer much longer talk time than the current entry phones. Nokia 1110 and Nokia 1600 phones have excellent voice quality and coverage based on state-of-the-art radio software. The advertising campaign therefore uses the ‘Talking Alarm’ functionality of the Nokia 1110 and 1600 as a metaphor to convey how more and more Indians were waking up to mobility through Nokia handsets and participating in the progress. Sharma said: “Indians are extremely proud of how the country has been progressing. The growth of mobility is one of the key indicators of the economic progress in India. The new technology enables operators to add voice capacity within their networks smoothly and cost-efficiently while improving network capacity and call quality.era of mobility which has been captured in our campaign called Jaago India Jaago. These were all above were Some of Features of New Upcoming Models of Nokia. Now let us Study Some of the Nokia New Models& its Features in Detail.

2" screen Keeping your images crystal clear with lens slide protection screen Listen to your messages read aloud with Message reader 4) Nokia E90 Key Features Browse the Internet and transfer media-rich files via HSDPA (up to 3. GPRS. GPRS and email 3) Nokia 6110 Key Features One touch navigation button provides easy access to GPS function and maps With HSDPA for fast web browsing and downloading of maps 2 megapixel camera and QVGA TFT 2. email and Internet Listen to FM Radio in an instant with a one-touch key Personalize your Ringtone with any MP3 Audio File 2) Nokia 2760 Key Features Refreshing. trendy design that’s progressively stylish Capture stills or videos with a VGA camera or tune in to FM Radio for music enjoyment Enjoy larger user memory for storing more photos.6 Mbit/s enabled) and 3G high-speed mobile broadband Increase mobile productivity with applications for viewing and editing documents Talk on every continent with quad-band GSM and automatic switching between bands Access voice and data functions quickly and easily with convenient shortcut keys .Capture and share photos with a VGA camera with 4x digital zoom Share and transfer data via Bluetooth. MP3 ringtones and entries into phonebook Connect to the world via Bluetooth.

Locate meeting venues. large screen display and large font type when dialing Personalize your phone ring with quality MP3-grade and 32 Polyphonic ringtones Extend your talk time with Power Saver mode Convenient one-touch key to switch on built-in flashlight 5) Nokia 2355 Key Features Vibrant 128 x 128 pixels display in 65.536 colors Sleek polished fold design Integrated FM radio Integrated flashlight Internet ready with WAP 2.2mm design Brilliant 65.536 colors. restaurants.0 browser Multimedia messaging (MMS) functionality 6) Nokia 1325 Key Features Slim 15.536 color display .2 megapixel camera with flash and autofocus 4) Nokia 1650 Key Features Easy one-touch key to activate FM radio in an instant Enjoy easy viewing with the 65. and places of interest with the integrated GPS Send images captured with the integrated 3.536 color display (96 x 65 pixels) Convenient Integrated Handsfree Speaker 32-chord/voice polyphonic MIDI ringing tones Large phonebook with 400 contacts and 5 entries per contact 7) Nokia 1208 Key Features Experience enhanced visual with the 65.

.65mm Quick-press flashlight 65.Dust and splash proof with rubberized keypad and anti-slippery back cover Bright flashlight for convenience and emergency Timer tracker feature helps you controls the duration of each call Multiple phonebook makes sharing phone easier Easy–to-use menu in multi languages with calendars 8) Nokia 1200 Key Features Dust and splash proof with rubberized keypad and anti-slippery back cover Bright flashlight for convenience and emergency Timer tracker feature helps you controls the duration of each call Multiple phonebook makes sharing phone easier Easy–to-use menu in multi languages with calendars 9) Nokia 2505 Key Features Sleek and elegant at a slim 16. with 5 entries per contact SWOT ANALYSIS Introduction In this part of my investigation I am constructing a SWOT analysis for Nokia. I will have to Analyse the external factors that may prevent Nokia from re-launching WAP enabled mobile phones onto the market.536 colors with 128 x 160 pixels display Two-way handsfree speakerphone 32-polyphonic MIDI speaker Popular Nokia user interface with 4-way scroll and center-select key Store up to 300 contacts in phonebook.

and Threats involved in a Project or in a Business venture. it is instrumental in strategy formulation and selection. The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective SWOT ANALYSIS OF COMPANY NOKIA I) MODERN SWOT ANALSYIS A SWOT analysis conducts an external and internal scan of Nokia's business environment. . As such.SWOT Analysis SWOT Analysis. it is an important part of the strategic planning process. Opportunities. . Environmental factors internal to the firm usually can be classified as strengths (S). Such an analysis of the strategic environment is referred to as a SWOT analysis. or weaknesses (W). STRENGTHS -Is a dominant player in the smartphone market via its majority ownership of Symbian and its propritary Series 60 user interface which are projected to represent majority of the 100M smartphones sold in the next 4 years. and those external to the firm can be classified as opportunities (O) or threats (T). is a Strategic planning tool used to evaluate the Strengths. Weaknesses.

Asian OEMs who are entering the market very agressively (TCL.Late in the game in 3G creates a risk to be displaced by leaders like Motorola.. .33% market share still the largest cell phone vendor by far.Size should enable Nokia to amortize R&D costs and to get cost advantages . NEC and others.Being the market leader and its increase role in Symbian is giving Nokia a bad image. including India and other countries. Nokia was reluctant to produce a clamshell until this year. as well as 3G and Edge .New growth markets where cell phone adoption still has room to go. OPPORTUNTIIES . much like Microsoft in the PC industry.Brand position: probably one of the top 20 brands in the world WEAKNESSES -The N-Gage is considered a flop . . with double the market share of nearest competitr .Slow to adopt new ways of thinking: a good example are clamshell phones which are preferred by many customers.Leverage its infrastructure business to get preference and a stronger position with carriers THREATS . nGo Bird) . .Increase their presence in the CDMA market. when it launched its first model. LG. which they are just entering.ODMs (HTC and others) enabling carriers to leverage their customer .

Nokia as such has used all Modern & Good techiques to tackle problems of customers in market. I would like to conclude that Nokia had been launching various new products & Strategies throughout the year but still it is the No. CONCLUSION From the Above Project I Had Come to this Conclusion That Nokia has Implemented Various Strategies in Developing It Products on a Large Scale & Becoming No. Orange. As per my Opinion Nokia had introduced various schemes to attract people & gain more goodwill into market.1 Leader in The World of Mobile Phones. and many other operators globally are selling their own brand of phones. O2. Nokia has used various Techniques to implement its products into the market. Nokia had used various marketing strategies to enhance its products into market & also they have used better & efficient market segmentation strategies to market its products according to various segments of customers in the market. Operators want to lessen their dependency on handset vendors and the dominance of Nokia.power bypassing the handset vendor. good & efficient to operate. Many people around the globe are purchasing Nokia phones as they are very cheap.1 brand leader in Mobile Phones. Customer .

4) Research should be carried out on a large scale & in selected areas. There are various Recommendation required to be done in this Report. Better. Also Nokia is largest manufacturer of mobile phones in India & also the No. MARKETING MANAGEMENT BY N. They are as Follows:1) I would like to suggest that the Marketing areas for Sales should be increased. They should try to adopt new strategies to regain whole sales force in the market. Various Promotional Strategies are being enrolled into the market to promote the products.Care & Feedback is also given more importance to increase the sales of product. 2) As far as Launching of New Models is concerned. RECOMMENDATIONS:I would like to Provide Certain Recommendations towards this Project Report. The Company should try to offer sales of such products at a affordable Price. INTRODUCTION TO MARKETING MANAGEMENT BY PHILIP KOTLER REVISED THIRD EDITION . BIBLIOGRAPHY:1.G KALE REVISED SECOND EDITION 2. New Models & their Strategies are being well utilized to enhance the product.1 Leader in it. Efficient & Advanced Techniques are used to increase the sales of product. 3) The Company should try to bring attractive offers & discounts to the customers to make them more Brand Loyal towards them.


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