PROJECT REPORT

ON
MARKETING STRATEGIES OF NOKIA

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION 2011-14

Under the Guidance of: Submitted by

Dr. RAVINDERJIT AMIT KUMAR JAIN
PROFESSOR, MSI Roll no.-03121201711
BBA(General) 3rd Semester

Maharaja Surajmal Institute

Affiliated to Guru Gobind Singh Indrapratha University, Delhi

PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086

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 STUDENT’S DECLARATION

This is to certify that I have completed this Project titled ―Marketing Strategies of
Nokia‖ under the guidance of ―Dr. RAVINDERJIT‖ in partial fulfillment of the
requirement of the award of degree of Bachelor of Business Administration at
Maharaja Surajmal Institute of Management Studies, Delhi. This is an original
piece of work and I have not submitted it earlier elsewhere.

Date AMIT KUMAR JAIN

Place: Delhi Enroll No: 03121201711

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 CERTIFICATE FROM THE GUIDE

This is to certify that the project titled ―Marketing Strategies of Nokia‖ is an

academic work done by ―AMIT KUMAR‖ submitted in the partial fulfillment of
the requirement for the award of the degree of Bachelor Of Business
Administration from Maharaja Surajmal Institute of Management Studies, Delhi,
under my guidance & direction. To the best of my knowledge and belief the data &
information presented by him in the project has not been submitted earlier.

Dr. RAVINDERJIT

PROFESSOR, MSI

II

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 ACKNOWLEDGEMENT
First of all, I would like to express my thanks to Dr. N.K. KAKKAR (director,
MAIMS) for giving me such a wonderful opportunity to widen the horizons of my
knowledge.

In no small measures, I would also like to gratefully thank to all those who gave
me constructive suggestions for the improvement of all the aspect related to this
project. In particular, I would like to thank Dr. RAVINDERJIT, my research
guide for her suggestions and guidance.

I also owe a deep sense of gratitude to other faculty members for their continuous
encouragement.

Despite all efforts, I have no doubt that error and obscurities remain that seen to
afflict all research project and for which I am culpable.

AMIT KUMAR JAIN

Enrollment No.:-03121201711

III

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 EXECUTIVE SUMMARY
The aim of this assignment is to introduce and analyze the basic features of a

well-known Nokia Corporation, which mainly deals with mobile and network

communication systems.

To begin with, the company‘s historical background will be presented followed

by the examination of certain details about the company, including its mission,

business strategy, and its goals. Also, the Loopholes of the company and its SWOT

will be examined and analyzed. Their Performance objectives (Speed, Flexibility,

Quality, Dependability and Cost) will be mentioned and their overall process of the

company explained.

The project report entitled ―A study of Marketing Strategies of Nokia‖ deals

with the study of Marketing Strategies of Nokia brand that was launched in India

in the year 1865, by the founder of Nokia ―Fredrik Idestam‖. The introduction

provides the company background, operational & other important information

provided by the company which would assist in taking the decision for the right

brand extension strategy for Nokia.

IV

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 TABLE OF CONTENTS

STUDENT’S DECLARATION I

CERTIFICATE FROM THE GUIDE II

ACKNOWLEDGEMENT III

EXECUTIVE SUMMARYIV

CHAPTER 1 - Introduction

1.1 Purpose of study

1.2 Research Objectives

1.3 Chapter Scheme

CHAPTER 2 - Background Information

2.1 About the Company

2.2 History

2.3 Introduction to Marketing & Marketing Strategies

2.4 Marketing Strategies of Nokia

CHAPTER 3 - Research Methodology

3.1 Meaning of Research

3.2 Research Method

3.3 Data Source

CHAPTER 4 - Findings and Observations

CHAPTER 5 - Limitations

CHAPTER 6 - Recommendations/Suggestions

CHAPTER 7 - Conclusion

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 CHAPTER-1
INTRODUCTION

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1.1 Purpose of study

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

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1.2 Research Objectives

Following are the objectives of my study.

First and foremost objective is to analyses the Marketing Strategies adopted by

Nokia.

Secondly, to study the Sources of Brand equity of Nokia like Brand awareness,
Brand image, Brand association and brand recall

Thirdly, to understand the Brand performance of Nokia products.

Fourth, to understand Brand Extension of Nokia in terms of product diversity.

Fifth, to understand the influence of Nokia as a brand on consumers mind set

Sixth, to understand Brand Imagery, Brand Quality perceived by customers, Brand

credibility, consideration, superiority and feelings.

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1.2 Chapter Scheme

This project is an attempt to give knowledge about NOKIA. It aims to make its
reader well versed with each and every aspect of NOKIA.
It throws light on the following:-

1. 1st Chapter there is Purpose of my study, Objectives of my study and the

chapter scheme.

2. 2nd Chapter of this report is the Background Information. It includes

information regarding the Company and history, Information about the
Marketing and Marketing Strategies of NOKIA.

3. 3rd chapter is about Research Methodology. It includes the data sources

through which the data has been collected.

4. 4th Chapter there is Findings and Observations. It throws light on the

observations and findings of the study.

5. 5th Chapter includes Limitations. It tells about all the limitations or

hindrance I face during the preparation of my project.

6. 6th Chapter - There is Recommendations/Suggestions.

7. 7th Chapter - There is Conclusion of the project.

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

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 CHAPTER-2
BACKGROUND INFORMATION

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2.1 About the Company

Nokia is a world leader in mobile communications, driving the growth and

sustainability of the broader mobility industry. Nokia connects people to each other
and the information that matters to them with easy-to-use and innovative products like
mobile phones, devices and solutions for imaging, games, media and businesses.
Nokia provides equipment, solutions and services for network operators and
corporations. Nokia is a broadly held company with listings on four major exchanges.

Nokia Corporation (Nokia) is a manufacturer of mobile devices and mobile networks.

Nokia connects people to each other and the information that matters to them with
mobile devices and solutions for voice, data, and imaging, games, multimedia and
business applications. The Company also provides equipment, solutions and services
for its operator and enterprise customers. Effective January 1, 2004, Nokiareorganized

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its structure into four business groups: Mobile Phones, Multimedia, Enterprise
Solutions and Networks. During the year ended December 31, 2004, Nokia announced
a total of 36 new mobile devices in a wide variety of designs and technologies for all
segments and at all price points. Of the products launched, 34 had color screens and
23 were camera phones, including its first mega-pixel camera phone, the Nokia 7610.
In 2004, Nokia sold 10 million phones with integrated music players.

The company includes four business groups:

 Mobile Phones
 Multimedia
 Enterprise Solutions and
 Network.

Nokia also includes two horizontal groups that support the mobile device
business groups:

 Customer and Market Operations

 Technology Platforms.

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

2.2 History

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Nokia was set up in 1865, when a Finnish mining engineer, Fredrik Idestam
established a wood pulp mill on the banks of the Nokia River in southern Finland
to manufacture paper. In 1967, three companies, the Nokia Forest Products
Company, Finnish Cable Works and Finnish Rubber Works merged. As Cable
Works had expertise in power transmission cables and phone lines, Nokia decided
to start an electronics division to diversify into telecom products in 1960.

The decision to move into electronics was well timed. Semi-conductor technology
was just evolving and Nokia, despite being a newcomer, was not seriously
handicapped in any way. It was Bjorn Westerland, president of Cable Works who
mooted the idea. Westerland tied up with colleges and universities and hired
technically competent people to implement the project.

CO-FOUNDER OF NOKIA FOUNDER OF NOKIA

Leo machelin FredikIdestam

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In the early 1970s, Nokia began developing a switch equipped with computer
software and Intel's microprocessors. Called the DX 200, the switch evolved into a
multifaceted platform, still the basis of Nokia's network infrastructure. The leadership
of Kari Kairamo, who became Nokia‘s CEO in 1977, played a crucial role in Nokia‘s
evolution as a leader in mobile phones. Kairamo, himself had little knowledge of the
business, having been associated with the forest products division. He, however,
showed extraordinary initiative, by recruiting outside talent and empowering the
young engineers in the electronics division.

In 1981, the Scandinavian countries came together to set up a multinational cellular

network, called Nordic Mobile Telephony (NMT). Many other countries also accepted
NMT. The system offered competitive prices, and international roaming facilities, and
quickly gained popularity the world over. While Swedish company Ericsson rapidly
emerged as the global leader in the cellular network equipment business, Nokia
gradually strengthened its capabilities in the mobile handsets segment. Soon mobile
phones began to evolve as an affordable communication medium even for the
common man.

In the late 1980s, the European conference of Postal and Telecommunications

Administration (CEPT) decided to develop a common standard for digital mobile
telephony. This standard came to be known as GSM* (Global System for Mobile
Communications). Nokia committed itself to GSM technology very early on and
signed agreements to supply GSM networks to nine other European countries.

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

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 NOKIA’S FIRST CENTURY: 1865-1967

The first Nokia century began with Fredrik Ides tam‘s paper mill on the banks of the
Nokian virta River. Between 1865 and 1967, the company would become a major
industrial force; but it took a merger with a cable company and a rubber firm to set
the new Nokia Corporation on the path to electronics.

 1865: The birth of Nokia:-

Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south
Western Finland, where the Nokia story begins.
 1898: Finnish Rubber Works founded:-
Arvid Wickström founds Finnish Rubber Works, which will later become
Nokia's rubber business
 1912: Finnish Cable Works founded:-
Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable
and electronics businesses.
 1937: Verner Weckman, industry heavyweight:-
Former Olympic wrestler VernerWeckman becomes President of Finnish
Cable Works.
 1960: First electronics department:-
Cable Works establishes its first electronics department, selling and
operating computers.
 1962: First in-house electrical device:-
The Cable Works electronics department produces its first in-house
electrical device - a pulse analyzer for nuclear power plants.
 1967: The merger:-
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge
to create Nokia Corporation.

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THE MOVE TO MOBILE: 1968-1991

The newly formed Nokia Corporation was ideally positioned for a

pioneering role in the early evolution of mobile communications. As European
telecommunications markets were deregulated and mobile networks became
global, Nokia led the way with some iconic products...

1979: MobiraOy, early phone maker

Radio telephone company MobiraOy begins life as a joint venture between Nokia
and leading Finnish television maker Salora.

1981: The mobile era begins

Nordic Mobile Telephone (NMT), the first international mobile phone network, is
built.

1982: Nokia makes its first digital telephone switch

The Nokia DX200, the company‘s first digital telephone switch, goes into operation.
1984: MobiraTalkman launched
Nokia launches the MobiraTalkman portable phone.
1987: MobiraCityman – birth of a classic
Nokia launches the MobiraCityman, the first handheld NMT phone.

1991: GSM – a new mobile standard opens up

Nokia equipment is used to make the world‘s first GSM call.

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MOBILE REVOLUTION: 1992-1999

In 1992, Nokia decided to focus on its telecommunications business.

This was probably the most important strategic decision in its history.
As adoption of the GSM standard grew, new CEO JormaOllila put
Nokia at the head of the mobile telephone industry‘s global boom – and made it the
world leader before the end of the decade...
1992: JormaOllila becomes President and CEO:-
JormaOllila becomes President and CEO of Nokia, focusing the company on
telecommunications.
1992: Nokia’s first GSM handset:-
Nokia launches its first GSM handset, the Nokia 1011.
1994: Nokia Tune is launched:-
Nokia launches the 2100, the first phone to feature the Nokia Tune.
1994: World’s first satellite call:-
The world‘s first satellite call is made, using a Nokia GSM handset.
1997: Snake – a classic mobile game:-
The Nokia 6110 is the first phone to feature Nokia‘s Snake game.
1998: Nokia leads the world:-
Nokia becomes the world leader in mobile phones.
1999: The Internet goes mobile:-
Nokia launches the world's first WAP handset, the Nokia 7110.

NOKIA NOW: 2000-TODAY:-

Nokia‘s story continues with 3G, mobile multiplayer gaming,

multimedia devices and a look to the future...
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2002: First 3G phone:-Nokia launches its first 3G phone, the Nokia 6650.
2003: Nokia launches the N-Gage:-Mobile gaming goes multiplayer with the N-
Gage.
2005: The Nokia Nseries is born:-Nokia introduces the next generation of
multimedia devices, the Nokia Nseries.
2005: The billionth Nokia phone is sold:-Nokia sells its billionth phone – a
Nokia 1100 – in Nigeria. Global mobile phone subscriptions pass 2 billion.
2006: A new President and CEO:-Olli-PekkaKallasvuo becomes Nokia‘s
President and CEO; JormaOllila becomes Chairman of Nokia‘s board. Nokia and
Siemens announce plans for Nokia Siemens Networks.The birth of Nokia
Eseries.The ultimate handheld communicator mobiles (Enterprise series) are
launched.
2007: Nokia recognized as 5th most valued brand in the world. Nokia Siemens
Networks commences operations. Nokia launches Ovi, its new internet services
brand.
2008: Nokia's three mobile device business groups and the supporting horizontal
groups are replaced by an integrated business segment, Devices & Services.

2009: On July 24, 2009, Nokia announced that it will acquire certain assets of
cellity, a privately owned mobile software company which employs 14 people in
Hamburg, Germany, The acquisition of cellity was completed on August 5, 2009.

On September 11, 2009, Nokia announced the acquisition of "certain assets of

Plum Ventures, Inc, a privately held company which employed approximately 10
people with main offices in Boston, Massachusetts. Plum will complement Nokia‘s
Social Location services".

2010: On March 28, 2010, Nokia announced the acquisition of Novarra, the mobile
web browser firm from Chicago. Terms of the deal were not disclosed. Novarra is
a privately held company based in Chicago, IL and provider of a mobile browser
and service platform and has more than 100 employees.

On April 10, 2010, Nokia announced its acquisition of MetaCarta, whose

technology was planned to be used in the area of local search, particularly
involving location and other services. Financial details of acquisition were not
disclosed.

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Logos
Past

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

in 1871.

The brand logo of Finnish Rubber Works, founded in Helsinki in 1898.Logo

from 1965 to 1966.

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

Nokia introduced its "Connecting People" advertising slogan, coined by Ove

Strandbergand used since 1992.

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 Present

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

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2.3 Introduction to Marketing & Marketing Strategies

INTRODUCTION TO MARKETING

"Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, services, organizations, and events to
create and maintain relationships that will satisfy individual and organizational
objectives." The new definition of marketing, 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.

"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." (Kotler & Armstrong 1987)

The Mission of marketing is satisfying customer needs. That takes place in a

social context. In developed societies marketing is needed in order to satisfy the
needs of society's members. Industry is the tool of society to produce products for
the satisfaction of needs.

Marketing is one of the most important functions in business. It is the discipline

required to understand customers' needs and the benefits they seek. Academics do
not have one commonly agreed upon definition. Even after a better part of a
century the debate continues. In a nutshell it consists of the social and managerial

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processes by which products (goods or services) and value are exchanged in order
to fulfill the needs and wants

of individuals or groups. Although many people seem to think that "Marketing"

and "Advertising" are synonymous, they are not. Advertising is simply one of the
many processes that together constitute Marketing.

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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

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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, it aims at generating 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, as well as to satisfy the customer
with prompt services and meeting the customer expectations. Operational
Marketing includes the determination of the marketing mix.

The Social Function of Marketing

In modern society production and consumption are apart from each other.
Marketing connects them. From the societal point of view, marketing is a
philosophy which shows how to create effective production systems and
consequently prosperity.

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Business is a subsystem of society, which has both a social and an economic role.
Thus, a company must operate in a way that will make possible the production of
benefits for society and, at the same time, produce profits for the company itself.
(Davis, K. et al. 1980) The role of marketing in society means also responsibilities.
In addition to economic and social responsibility, ecological responsibility is
nowadays emphasized. According to some definitions, environmental
responsibility is part of social responsibility. Improvement of marketing is related
to the changing emphases of economic, social and environmental responsibility.
Goodpaster and Matthews (1982) analyze three patterns of

thought which can be distinguished for a company's social responsibility: 1. The

invisible hand; 2. The hand of government; and 3. The hand of management.

1. The invisible hand view (promoted by e.g. Milton Friedman) concludes that the
only social responsibilities of business organizations are to make profits and to
obey laws. Free and competitive market-place will ensure the moral behaviour of
companies. The common good is best served when individuals and organizations
pursue competitive advantage.

2. The hand of government view (promoted by e.g. John Kenneth Galbraith)

concludes that companies are to pursue rational and purely economic objectives. It
is the regulatory hand of the law and political process which guides these
objectives towards common good.

3. 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.
It is concluded that the moral responsibilities of an individual may be projected
into an organization, and that the concepts of an individual's responsibility and a

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company's responsibility are largely parallel. Therefore, organizations should be no
less or no more responsible than ordinary persons.

The Traditional and Integrated Functions of Marketing

Traditionally, marketing has been seen as a link between production and customer.
The situation could be captured better by using the term selling. Selling is
associated to the so- called "Production and Sales Eras of Marketing". 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.

Marketing was born out of a need to take better into consideration the demand
factors in production planning. The function of marketing is to channel information
of consumer needs to the production and satisfaction of needs to consumers. The
basic power of marketing is the aspiration to produce and sell only that kind of
products which have demand. Marketing integrates the whole company to serve
this demand. Marketing aims at effective production systems, where information is
transmitted effectively between production and consumption.

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28
Market Segmentation

Market segmentation is one of two general approaches to marketing; the other is

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

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marketing environmentally friendly products would single out segments with
environmental concerns. Some financial institutions attempt to isolate and tap into
groups with a strong interest in supporting their college, favorite sports team, or
professional organization through logoed credit cards. Similarly, 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.
Geographic Segmentation entails dividing the market on the basis of where people
live. Divisions may be in terms of neighborhoods, cities, counties, states, regions,
or even countries. Considerations related to geographic grouping may include the
makeup of the areas, that is, urban, suburban, or rural; size of the area; climate; or
population. For example, manufacturers of snow-removal equipment focus on
identifying potential user segments in areas of heavy snow accumulation. Because
many retail chains are dependent on high-volume traffic, they search for, and will
only locate in, areas with a certain number of people per square mile.
Product Benefit Segmentation is based on the perceived value or advantage
consumers receive from a good or service over alternatives. Thus, markets can be
partitioned in terms of the quality, performance, image, service, special features, or
other benefits prospective consumers seek. Wide spectrums of businesses—from
camera to Automobile Marketers—rely on this type of segmentation to match up
with customers. Many companies even market similar products of different grades
or different accompanying services to different groups on the basis of product-
benefit preference.
Factors used to segment industrial markets are grouped along different lines than
those used for consumer markets. Some are very different; some are similar.
Industrial markets are often divided on the basis of organizational variables, such
as type of business, company size, geographic location, or technological base. In
other instances, they are segmented along operational lines such as products made
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or sold, related processes used, volume used, or end-user applications. In still other
instances, differences in purchase practices provide the segmentation base. These
differences include centralized versus decentralized purchasing; policy regarding
number of vendors; buyer-seller relationships; and similarity of quality, service, or
availability needs.
Although demographic, geographic, and organizational differences enable
marketers to narrow their opportunities, they rarely provide enough specific
information to make a decision on dividing the market. Psychographic data,
operational lines, and, in particular, perceived consumer benefits and preferred
business practices are better at pinpointing buyer groupings—but they must be
considered against the broader background. Thus, the key is to gather information
on and consider all segmentation bases before making a decision.
Once potential market segments are identified, the third step in the process is to
reduce the pool to those that are (1) large enough to be worth pursuing, (2)
potentially profitable, (3) reachable, and (4) likely to be responsive. 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. After the selection is made, the business can then
design a separate marketing mix for each market segment to be targeted.
Adopting a market-segmentation approach can benefit a company in several
specific areas. First, it can give customer-driven direction to the management of
current products. Second, it can result in more efficient use of marketing resources.
Third, it can help identify new opportunities for growth and expansion. At the
same time, it can bring a company the broad benefit of a competitive advantage.

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MARKET SEGMENTATION FOR NOKIA:

The decibel levels in the cellular market are increasing with service providers
stepping on the gas. Not to be left behind, handset manufacturers are using precise
segmentation to carve up their share. Divide and rule seems to be working!
According to a report published in May 2001, the all-India cellular subscriber
figures stand at 38,71,514. With aggressive marketing by service providers, this
figure is expected to increase at a very rapid rate. If current decibel levels in the
market are anything to go by, these expectations are well on the way to being met.
However, amidst this entire melee one cannot ignore the efforts of the handset
manufacturers. Both service providers and handset manufacturers have been
complementing each other well with each fuelling the demand for the other.
Industry observers attribute the success of handset manufacturers to shrewd market
segmentation. The big three of the mobile handset market - Nokia, Ericsson and
Motorola, have studied the market and segmented it precisely.

SEGMENTATION OF NOKIA AND SEGMENTATION MODEL FOLLOWED

BY COMPETITORS
Connecting people!

Nokia, arguably the biggest player in the world, has divided the market into four
segments:

* Hi-fliers: The biggest segment as far as Nokia is concerned consists of 'Hi-Fliers',

corporate executives who use a mobile phone to increase productivity at work.

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Aged between 25-45, the segment looks for data transmission and other business-
related features. In most cases, the company sponsors the handset, hence price is
not a major consideration.

* Trendsetters: In any technology adoption cycle, the first segment to adopt an

emerging technology is dubbed as 'the early adopters'. For Nokia, these early
adopters are 'Trendsetters' who are most receptive to advanced models. This was
the segment at which WAP-enabled models were aimed.

* Social contact: The third segment for Nokia is the upwardly mobile, socially-
conscious segment that uses a mobile to stay in touch. Today's youth and affluent
housewives constitute two major chunks of the segment.

* Assured: The fourth and last segment as defined by Nokia comprises of CEOs,
high-profile celebrities, industrialists and other high "net worth" individuals. The
fact that the segment cannot do without a mobile phone makes it the 'assured'
segment.

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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 that focus their efforts
strategically. To meet and exceed customer satisfaction, the business team needs
to follow an overall organizational strategy. A successful strategy adds value for
the targeted customers over the long run by consistently meeting their needs
better than the competition does.
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. It is a plan an organization formulates to gain a Sustainable Advantage
over the competition.

The Marketing Concept of building an organization around the profitable

satisfaction of customer needs has helped firms to achieve success in high-growth,
moderately competitive markets. However, to be successful in markets in which
economic growth has leveled and in which there exist many competitors who
follow the marketing concept, a well-developed marketing strategy is required.
Such a strategy considers a portfolio of products and takes into account the
anticipated moves of competitors in the market.

Consumers seek certain attributes in products and these attributes lead to certain
benefits for them. When the benefits matter to them, over time they learn to choose

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products which possess those attributes that lead to the relevant consequences.
Understanding these linkages between product attributes, their consequences and
their ultimate consumer ‗values‘ are important if one has to arrive at a positioning
that the consumer can relate to. Benefit Laddering refers to a technique which
focuses on product attributes and hence provides a link for the changing value
proposition of a product. 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.

 Price / Selling Effort Strategies: A firm that follows a skimming strategy

seeks to be the first to introduce a product with very good performance,
selling it to the innovator market segment and charging a premium price for
it. It makes as much profit as possible, and then moves on when the
competition arrives. The price is likely to fall over time as competition is
encountered. Such a skimming strategy contrasts with a penetrating strategy,
which seeks to gain market share by sacrificing short-term profits, and
increasing the price over time as market share is gained.

 Competitors have certain strengths and abilities. To succeed, a firm must

leverage its own unique abilities.

35
 A firm should prepare defensive strategies before potential threats arrive. If
the competition surprises a firm with the introduction of a vastly superior
product, the firm should resist the temptation to proceed with its mediocre
product. A firm never should introduce a product that is obsolete when it hits
the market.

 The competition's probable response to a firm's actions should be considered

carefully.

36
2.4 Marketing strategies of Nokia

NOKIA‘S VARIOUS MARKETING STRATEGIES

Local services easily:

With the Nokia Local Marketing Solution, consumers will be able to easily
discover and easily initiate services. A phone call to the nearest taxi stand, opening
a WAP or HTTP connection to the local movie theatre portal can be made with just
a few clicks. Rather than having to browse through multiple menus, the special
application in the phone makes it possible for the consumer to discover locally
relevant services from service advertisements collected in the background by the
special phone application while the consumer moves around.

37
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. The
solution creates demand for building new, really local services thus offering a new
revenue opportunity area. The solution consists of:

• An application in the phone – Local Info,

• A mountable, approx. A5 sized device called the Nokia Service Point LMP 10
used for sending over Bluetooth service advertisements to the consumers‘ phones
and

• The Nokia Service Manager LMM 10, which is a back-end server for content and
service point management. Services are advertised via Bluetooth to consumers‘
phones when they pass a are automatically saved to the Local Info service point.
These service advertisements phone application. Since the area where service is
advertised is well defined, the solution enables the advertisement and provision of
services to have a relation to Mobile operators have made big investments to make
it possible to provide mobile data services. It is difficult for the mobile operator to
inform its consumers when there is a new mobile data service available. The

38
potential of using Bluetooth has not yet been utilized by mobile operators as a
mean to market services. Content owner needs

In this context, a content owner is hence there is no need for local LAN cabling a
company providing any type of content to consumers through mobile phones.
Currently, the most typical content owners are companies providing, for example
news, sports, stock, and weather reports. These companies typically provide WAP
and/or SMS based-services, but also provide WWW-pages customized for access
from mobile phones. Virtually any company providing their services for consumers
could be a content owner, including different kinds of stores, kiosks, restaurants,
shopping centers, movie theatres, video rentals, retailers etc. These companies
could provide access to services through phones, for example advertising their toll-
free numbers and WWW addresses, special offers, campaigns and competitions.
Unfortunately, there are only a limited number of channels for effectively
advertising digital services. Although the mobile phone services of content owners
are accessible and can be advertised in newspapers, on television, on the radio in
posters, the consumers have to enter SMS codes and URLs manually in their
phones to access these services. For or White Paper a certain place. Service
advertisements can be time-specific and be valid for a limited period. When the
validity of an advertisement expires, it disappears from the consumer‘s phone. The
consumer can set preferences on several criteria, thus set preferences on several
criteria, is most interested in Exist activates the service, the UI informs the phone
applications are used for service access. Before the consumer consumer the service
type and price. From the user-interface, the consumer can set preferences, for

39
example which category of service advertisements to receive and, most important,
to select which service providers they wish to receive the adverts from. The actual
usage of cellular voice and data related services happens over cellular network by
just clicking the service icon from the phone application. The solution supports the
activation of voice, SMS, WAP/HTML browsing and streaming services. The
solution also makes it possible to have embedded content behind the service icon,
for example to show a coupon, an HTML/WAP file or play an audio/video clip.
The service advertisement are created and managed with the Nokia Service
Manager LMM 10, which uploads these to the local service points. The connection
between the service points and the central,

Back-end service manager is over GPRS hence there is no need for local LAN
cabling.

40
Digital Marketing Strategies

Interactive Marketing

With the advent of the internet, mobile communications and digital interactive
Television (iTV), consumers have ensured that at almost every moment of their
waking lives they have the opportunity to interact, participate, decide, and provide
feedback. A marketer's dream or so one would think. Unfortunately, marketing in
many companies still remains a nebulous soft function. The 'build it and they will
come' attitude to multi-million pound marketing campaigns appears to prevail in
too many organizations.

Many companies that have used internet and mobile advertising claim that they
have been disappointed with the results. Executives still stuck within the traditional
media paradigm have yet to understand the full value of interactive advertising and
immediate customer response. In addition, they rarely have the necessary
information infrastructure in place to capture and extract value from interactive
campaigns and the customer feedback they provide. As a result, it is no surprise
that marketers by and large fail to take advantage of the opportunities that the
internet or the mobile platform provide, either individually or in conjunction with
other digital channels. If companies contemplating the use of iTV follow a similar
pattern there is a significant risk that this platform too will be either underutilized
or misused.

41
There are a number of companies however, that are emerging as veritable maestros
of interactive marketing. They see the opportunity and take

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

The Dynamic Customer

By being constantly connected, consumers are allowing marketers

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

42
Savvy marketers are learning to use this knowledge to hone their customer
segmentation and targeting strategies, contemplating which platform to use in
order to capture the customer at the optimum time. Organizations are increasingly
looking to use interactive media to create strong associations between their
products and services and specific aspects of their customers'
lives.

A good example is Domino's Pizza who is deliberately

associating its brand with specific content (The Simpsons, family
show), at a particular time of day (dinnertime) with a highly distinctive signature
(jarring, loud sounding siren to denote heat).

The pizza delivery service must surely rank as a perfect real life example of
Pavlov's conditioned reflex experiment. Just the sound of the siren most likely
suffices today to have masses across Britain salivating for 'hmmm... Simpsons...
dinner... Domino's'.

The campaign simultaneously creates awareness, an impulse and the opportunity to

purchase. The red interactive button on the television remote allows viewers to act
on their impulse immediately, minimizing the opportunity to change their mind.

Moreover, Domino's administers the marketing coup de grace by making it easier

over time to use the service. Cookies keep track of previous orders and choices and
literally allow customers to have dinner delivered to their door at the touch of a
button ('same as last time?'). For Domino's, the interactive television remote
control has proven to be a magic wand. Not surprisingly, sales through online
channels now reach a significant £300,000 per month from 20,000 orders.

43
The pizza delivery service could go further still, though, by extending its presence
to additional digital platforms. Mobile phones come to mind immediately as a
channel that can prove as sticky as American cheese. Using SMS (Short Message
Service), the text messaging service to offer electronic coupons would, for
example, allow Domino's to further increase loyalty and pervasiveness in its
customers' lives. Learning how to capitalize on obvious synergies between the
various channels is key to getting the most out of digital marketing campaigns!

Exploiting Platform Synergies

The organizations that successfully use several digital channels in a

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

 Digital interactive Television

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

44
 program, and have access to more information and/or an opportunity to
purchase. So iTV has now evolved as a vehicle that can inform, persuade
and provide the opportunity to purchase in one fell swoop.

 Internet on the PC

The PC is the information vehicle of choice; a recent Forrester report

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

 Mobile Telephony

Cell phones and other mobility devices (PDAs etc.) are ideal for location-
based advertising and as a tool to remind consumers of specific products and
services. The pervasiveness of these devices makes them an excellent
vehicle for marketers looking to create stickiness and improve customer
loyalty. SMS-based marketing has proven very effective for stimulating
purchase of low cost location-based offerings. Digital novelties like
electronic coupons are helping to create an ever more constant presence for
products and services. As an example, BTCellnet's SMS-based marketing
campaign around the Channel 4 program, Big Brother has proven very
successful. SMS information teasers raised WAP usage by a significant
20%.

45
Lastminute.com is also adopting an increasingly sophisticated digital marketing
program. Through its multi-platform strategy the company has
successfully achieved higher brand visibility by creating an
impression of Omni-presence. In addition, Lastminute.com
ensured a high level of service (anytime, anywhere), and
enhanced customer intimacy by targeting the right customers, at
the right time. The company's digital marketing strategy is designed around
platform peak-times: internet peak-times around lunch-hour, digital TV peak-times
around home/family/dinner time, and WAP/GPRS peak-times during weekend
leisure time. Being available on the most suited platform at the most promising
time allows Lastminute.com to deliver highly targeted messages to tightly
segmented audiences. This strategy has enabled Lastminute.com to maximize its
revenue by allowing the customer to use their response mechanism of choice.

46
Nokia's new strategy in US market

I, and other much wiser bloggers, have already written about how unsuccessful
Nokia had been in selling phones on the US market. It seems that American people
are resistant to Smartphones; they're simply satisfied with text messaging and using
their phones mainly for voice calls. Unfortunately, the carriers didn't make it easy
for Nokia to be the #1 in North-America, either.

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

47
 NOKIA STRATEGIC MARKETING IN INDIA

Nokia redefines fashion phones in India with the latest L'Amour collection

Nokia has introduced a collection of three trend-inspired mobile phones, the Nokia
7360, Nokia 7370 and Nokia 7380. Each model in Nokia's the L'Amour Collection
offers a beautiful mix of contrasts infusing cultural and ethnic influences with
luxurious touches of the unexpected. Hints of vintage and craftsmanship, are fused
with natural materials, colors and patterns, all carefully crafted and layered with a
passion for detail.

In the design and development of the L'Amour Collection, Nokia's Design team
has looked to materials such as amber, ceramic, turquoise, silk and enamel for
inspiration. Craft techniques such as enamellings and etching added a creative
spark to the graphics, finishes and colors selected for each model in the collection.

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

48
Key features:

 Keyless dial
 2-megapixel camera, 4x zoom
 Enhanced Voice Commands
 MP3 player

Nokia 7370: The Nokia 7370 "swivels" open to reveal its elegantly hidden keypad.
Beautiful patterns into the elegant metal trims are contrasted by leather-inspired
faceplates. The Nokia 7370 is available in two color schemes, coffee brown and
warm amber, with each model offering a distinct set of graphics, screensavers and
even dedicated camera keys.
Key features:
 1.3 megapixel camera, 8x zoom
 2-inch QVGA color screen (320 x 240 pixels)
 Stereo speakers with 3D sound effects
 Video ring tones
 FM Radio

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

49
Nokia claims to be the first handset manufacturer to enter this business in India and
the first company to launch games downloads in the Indian market. So far, only
online content and utility services companies such as MSN and Yahoo have been
offering ringtones and graphics downloads to mobile phone enthusiasts.

The business of offering ringtones and graphics is growing almost by 100 per cent,
according to industry experts. The download business for the calendar year 2003
was estimated to be around Rs 10 crores and is expected to touch Rs 20 crores this
year. These estimates do not take airtime charges paid by the users for downloads.

―Nokia is not entering this business to make money. In fact, a large part of the
revenue will be shared by the service operators and content providers. Our interest
is to help mobile service operators to increase their average revenue per user
(ARPU) and to influence mobile phone users to upgrade to the latest models being
launched by the company,‖ Nokia India marketing head Gautam Advani said.

Mr. Advani claimed that the company launched a game named ‘Makhan Chor‘
during ‘Janmasthmi Utsav‘ last month and the response was very encouraging.

Nokia India has already tied up with Bollywood production houses such as Harry
Baweja, Rajshri Pictures and RS Entertainment for graphics and movies.

It has also entered into an agreement with Indian Performing Rights Society for
ringtones.

50
PROMOTIONAL STRATEGIES:

"Push or Pull"

Marketing theory distinguishes between two main kinds of promotional strategy -

"push" and "pull".

Push

A ―push‖ promotional strategy makes use of a company's sales force and trade
promotion activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote it to

retailers, and the retailers promote it to consumers.

A good example of "push" selling is mobile phones, where the major handset
manufacturers such as Nokia promote their products via retailers such as Carphone
Warehouse. Personal selling and trade promotions are often the most effective
promotional tools for companies such as Nokia - for example offering subsidies on
the handsets to encourage retailers to sell higher volumes.

A "push" strategy tries to sell directly to the consumer, bypassing other distribution
channels (e.g. selling insurance or holidays directly). With this type of strategy,
consumer promotions and advertising are the most likely promotional tools.

51
Pull

A ―pull‖ selling strategy is one that requires high spending on advertising and
consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the
retailers will ask the wholesalers, and the wholesalers will ask the producers.

A good example of a pull is the heavy advertising and promotion of children's‘

toys – mainly on television. Consider the recent BBC promotional campaign for its
new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130
episodes of Fimbles have been made and are featured everyday on digital
children's channel CBeebies and BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy maker
Fisher-Price to market products based on the show, which it hopes will emulate the
popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop,
manufacture and distribute a range of Fimbles products including soft, plastic and
electronic learning toys for the UK and Ireland.

52
PRICING STRATEGIES

Ultra low cost phones--less than Rs 2,000--are fuelling demand in cost-sensitive

India, where more than 4 million new users are entering the 85.4 million strong
wireless sectors each month.

The number of mobile services users surged 47 percent in 2005, and now exceeds
the population of Germany. India is expected to be the world's third largest mobile
market by the end of this year, behind China and the United States.

"We anticipate that there will be a long-term sustainable demand for mobile
telephony in the fast-growing Indian market," Chief Executive Jorma Ollila said at
the launch of the plant in Sriperumbudur, on the outskirts of Chennai.

Bundles: Another category where penetration is next to negligible is the fast-

growing mobile telephony market — penetration stands at roughly 5%. Here, even
as price continues to be a significant factor for determining the choice of handset
or service provider, the value equation, according to Sanjay Behl, marketing head
of Nokia India, is even more imperative. Nokia found success with its ‗Made in
India‘ Nokia 1100, which incorporated unique features such as a torchlight, a dust-
resistant keypad and an anti-slip grip to appeal to the semi-urban markets.
Importantly, Behl says that even applications and software — such as T9 or
language interface and text input — have to be customized to meet consumer
needs.

The 1100, which currently retails at Rs 2,700, is the largest selling handset in India
with a market share of about 25% in terms of volumes, and 16% in terms of value.
53
On the other hand, another Nokia phone, the 2600, priced at Rs 4,200, is the
highest selling colour model in India, with a 7% market share. In the color segment
alone, the 2600 has a 17% share. ―Clear evidence of how features (color screen)
and price have been cleverly bundled to drive penetration,‖ says Behl.

Four P’s

In popular usage, "Marketing" is the promotion of products, especially Advertising

and Branding. However, in professional usage the term has a wider meaning which
recognizes that marketing is customer centered. Products are often developed to
meet the desires of groups of customers or even, in some cases, for specific
customers. E. Jerome McCarthy divided marketing into four general sets of
activities. His typology has become so universally recognized that his four activity
sets, the Four P‘s, have passed into the language.

The Four P‘s are:

 Product: The product aspects of marketing deal with the specifications of the
actual good or service, and how it relates to the end-user's needs and wants.
The scope of a product generally includes supporting elements such as
warranties, guarantees, and support.

54
 Pricing: This refers to the process of setting a price for a product, including
discounts. The price need not be monetary - it can simply be what is
exchanged for the product or service, e.g. time, or attention.

 Promotion: This includes advertising, Sales promotion, Publicity, and

personal selling, and refers to the various methods of promoting the product,
brand, or company.

 Placement: refers to how the product gets to the customer; for example,
point of sale placement or Retailing. This fourth P has also sometimes been
called Place, referring to the channel by which a product or service is sold
(e.g. online vs. retail), which geographic region or industry, to which
segment (young adults, families, business people), etc.

55
PRODUCTS OFFERED BY NOKIA

There are Various Ranges of Products that Nokia Offers. Especially in Mobile
phones Nokia is the Leading Manufacturer in it. Nokia offers various Mobile
Phones with varied Quality, Shape, Size, Color, etc. Nokia Offers a Varied Range
of Mobile Phones & Other accessories with it. All Mobile phones are having
Different Specifications in it. Nokia is Launching a New Products Every Year. It
First Does Analysis of Market & according to Taste of Consumers It Launches its
Products in Market. Till now Nokia has launched a No. of Products in Market & It
had been very successful for Nokia after launching so many products. Nokia has
strengthened its Strategy of Working in Market. It has revolutionized all sectors in
Market. No one is So Powerful as Nokia in Field of Mobile Phones in India. There
are so many Mobile Phones been in Market by Nokia. Several New Techniques &
Upgradation is being done to enhance & launch a new product every time in
Market. Nokia‘s R& D Department is very much in Progress for working over
bringing a special change in every mobile phone they launching in market. After
Launching Various Mobile phones in market till now, Nokia is now launching
various new Models of Mobile Phones i.e. it is bringing new changes in the series
of Mobile Phones. Firstly All Mobile Phones used to have only Black& White/
Color Display, Messaging. But now Nokia has launched Various New Models of
Mobile Phones in Mobile Series that it has rocked the Market. The New Models
are having various Greater, Advanced Facilities from that of other phones till now.
These New Models Which Nokia is going to Launch in market is having all Types
of Features/Facilities like:-

56
 1) Instant Messaging
2) Brighter/Broader Enhanced Color Display
3) Large Screen
4) Touch Screen System
5) Window phones
6) Mp3 System
7) High-Speed USB 2.0 (micro USB connector)
8) Support for Ms-Office
9) Cool Applications & Games
10) Bluetooth Connectivity
11) Wireless Earphones
12) Slim Body
13) Up to 12.0 Mega pixel Camera
14) Push Email Capable
15) Dual Sim
16) Touch & Type
17) 3G, GPRS, EDGE, WAP 2.0/xHTML, HTML, RSS feeds, Internet
Browsing

18) Wi-Fi 802.11 a/b/g/n, GPS/aGPS

57
Product Portfolio

Nokia launches handsets to drive mobility

NEW DELHI -- Nokia launched two new affordable handsets models, 1110 and
1600, which target first-time buyers and have talking alarm and clock in five
regional languages along with innovative features for ‗ease of use‘. With these new
mobile phones, Nokia has expanded its entry-level portfolio in India.

The Nokia 1110 (black and white display) and Nokia 1600 (colored display) are
ideal for first time users as they have an inbuilt graphical demo mode which allow
users to access and familiarize themselves with the main functions of the handset,
even without inserting a SIM card. Another stand out feature of these new handsets
is the unique Talking Alarm and Clock in five regional languages including Hindi,
Tamil, Bengali, Marathi and Gujarati.

Nokia handsets are renowned for their ease of use and the Nokia 1110 and 1600
phones continue this tradition with a new intuitive user interface that makes full
use of graphical icons and large font sizes and the built-in hands-free speaker. With
the new menu structure accessing basic features, such as managing calls and
contacts become easier. In addition to polyphonic and MP3-grade sound ringtones,
the Nokia 1110 and Nokia 1600 also feature a unique cost-management feature,
such as Nokia Prepaid Tracker support to help users monitor their phone usage.
This will be an operator dependent service.

Reiterating Nokia‘s intent to drive affordable mobility in India and grow the base
of mobile phone users. Sanjeev Sharma, Managing Director, and Nokia Mobile

58
Phones, said: ―With the introduction of these new handsets we have further
strengthened our entry level product portfolio by bringing in feature rich handsets
with localized applications. Only 5 percent of the population understands the
English language. Nokia has always tried to reach out to the masses, which has
been demonstrated by our past endeavors in introducing Hindi SMS and even in
our earlier campaigns. These handsets are yet another example of Nokia‘s
innovation and commitment to introduce products that are relevant for Indian
consumers. The Nokia 1110 and 1600 announce the dawn of a new age. Its unique
talking alarm will wake up millions of Indians, not only to their daily lives, but
also to a new era of mobility which has been captured in our campaign called
―Jaago India Jaago,‖

Detailing the rationale behind the Jaago India Jaago advertising campaign, Sharma
said: ―Indians are extremely proud of how the country has been progressing. The
growth of mobility is one of the key indicators of the economic progress in India.
The advertising campaign therefore uses the ‗Talking Alarm‘ functionality of the
Nokia 1110 and 1600 as a metaphor to convey how more and more Indians were
waking up to mobility through Nokia handsets and participating in the progress.‖

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

59
These were all above were Some of Features of Models of Nokia. Now let us
Study some of the Nokia Models& its Features in Detail. They are as Follows:-

MODELS OF NOKIA

1) Nokia-N8

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 Key Features:-
 1 year Nokia warranty
 12.1 Megapixel camera with Carl Zeiss Optics
 Front Camera for Video call - VGA Camera
 HD Video Recording (at 720p)
 3G Connectivity
 Wi-Fi a/b/g/n Connectivity
 A-GPS navigation with voice guidance
 Email Sync
 Instant Messenger
 3.5inch (8.9cm) Capacitive Touch-Screen
 Video player (including DivX) and music player
 FM Radio with recording
 1200 mAh Battery
 Audio Jack (3.5mm)
 Video out for video streaming on TV/ projector
 Dolby Digital Plus Surround Sound Support When Connected Via HDMI
Port
 Dedicated graphic processor with OpenGL 2.0 for unmatched gaming
performance
 Nokia OVI store & maps
 Memory expandable up to 32GB.

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2) Nokia-X7-00

 Key Features:-
 1 year Nokia warranty
 4 inch (10.2cm) Capacitive touch screen
 8.1 megapixel camera
 3G Connectivity
 Wi-Fi a/b/g/n Connectivity
 A-GPS Navigation
 Email Sync
 Symbian Anna OS
 Video recording
 Video player
 Music player
 FM radio
 Bluetooth
 Mobile internet
 Social networking
 Memory expandable up to 32GB
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3) Nokia-E7

 Key Features:-
 1 year Nokia warranty
 4inch (10.2cm) AMOLED Touch Screen & QWERTY Keypad
 8 megapixel camera
 VGA Camera in front
 Real time business email with Mail for Exchange
 3G Connectivity
 Wi-Fi Connectivity
 A-GPS Navigation with Voice guidance &Ovi Maps
 HD Video Recording (at 720p)
 Email Sync
 Social Networking
 680 MHZ processor
 1200 mAh battery
 Video Player
 Music Player
 FM Radio
 Audio jack (3.5mm)
 Memory expandable up to 16GB

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4) Nokia-500

 Key Features:-
 Single SIM mobile (GSM)
 A-GPS navigation
 Wi-Fi connectivity
 Symbian Anna OS
 3.2-inch (8.1 cms) TFT touch screen
 5 MP primary camera
 Video player
 Video recording
 4x digital zoom
 FM Radio
 Bluetooth enabled
 Mobile internet
 Social networking & You Tube
 Expandable storage capacity of 32 GB
 2 GB internal memory
 3.5 mm audio jack
 1110 mAh battery
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5) Nokia-E6

 Key Features:-
 1 year Nokia warranty
 8 megapixel camera with Full Focus and 2x digital zoom, dual-LED
 VGA Camera in front
 Symbian Anna OS
 3G Connectivity
 Wi-Fi Connectivity
 A-GPS Navigation
 Video Recording
 Email Sync
 Social Networking
 2.4inch (6.1cm) Touch Screen
 Touch Screen + QWERTY Design
 600 MHZ processor
 1500 mAh battery
 Video Player
 Music Player
 FM Radio
 Audio jack (3.5mm)
 Memory expandable up to 32GB

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6) Nokia-C6-01

 Key Features:-
 1 year Nokia warranty
 8MP primary camera & VGA camera in front with Dual LED Flash light
 HD Video recording (at 720p)
 3.2 inch (8.1cm) Touch Screen
 3G Connectivity
 Wi-Fi connectivity
 A-GPS navigation
 Video player (including DivX)
 Music Player
 FM Radio with recording
 Audio jack (3.5mm)
 Bluetooth
 Mobile Internet
 Social Networking support
 Full Customizable home screen
 Memory expandable up to 32GB
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7) Nokia-5233

 Key Features:
 Resistive Touch screen
 Video recording 640x360@30 fps
 3.2 inch (8.1cm) Touch Screen
 Accelerometer sensor for UI auto-rotate, Proximity sensor for auto turn-off
 Java MIDP 2.1
 Internal memory 70MB
 Video player
 Music Player
 FM Radio
 Audio jack (3.5mm)
 Bluetooth
 Mobile Internet
 Social Networking support
 Full Customizable home screen
 Memory expandable up to 16GB

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8) Nokia-X5

 Key Features:
 Dimensions: 74.3 x 66.44 x 16.85 mm
 Slide-out QWERTY keyboard
 Customizable home screen
 Resolution: 320 x 240 pixels QVGA 2.4‖ TFT display in 16 million
Colors
 Torch light
 Accelerometer
 Internal memory: 200 MB
 Expandable memory: 32 GB
 Stereo Bluetooth version 2.1 with Enhanced Data Rate and Advanced
Audio Distribution Profile (A2DP)
 Full web browsing of web pages
 WAP 2.0, XHTML browser over HTTP/TCP/IP stack

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 Some latest models of Nokia

1) Nokia Lumia 800

 Key Features:

 Size: 116.5 x 61.2 x 12.1 mm

 512 MB program memory
 16 GB internal user memory
 Add a space: 25 GB Skydrive
 A-GPS
 Accelerometer, proximity sensor, Magnetometer, ALS
 WLAN IEEE802.11 b/g/n with 2.4GHz
 USB 2.0 high-speed through micro USB connector
 Bluetooth wireless technology 2.1
 3.5 mm AHJ connector
 8 MP camera
 LED flash
 720p video recording
 Next Gen PC browsing on the phone
 Internet Explorer 9 with desktop rendering
 Hardware graphics acceleration
 HTML 5, CSS3, SV, XHTML, DOM and more
 WLAN IEEE802.11 b/g/n with 2.4GHz
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 2) Nokia Lumia 710

 Key Features:

 Size: 119 x 62.4 x 12.5 mm

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

Introduction

In this part of my investigation I am constructing a SWOT analysis for Nokia. I

will have to analyze the external factors that may prevent Nokia from re-launching
WAP enabled mobile phones onto the market.

SWOT Analysis

SWOT Analysis, is a Strategic planning tool used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a Project or in a Business
venture. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to
achieving that objective

SWOT ANALYSIS OF COMPANY NOKIA

I) MODERN SWOT ANALSYIS

A SWOT analysis conducts an external and internal scan of Nokia's business

environment, it is an important part of the strategic planning process.
Environmental factors internal to the firm usually can be classified as strengths (S),
or weaknesses (W), and those external to the firm can be classified as opportunities
(O) or threats (T). Such an analysis of the strategic environment is referred to as a
SWOT analysis.

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

. STRENGTHS

-Is a dominant player in the Smartphone market via its majority ownership of
Symbian and its proprietary Series 60 user interface which are projected to
represent majority of the 100M Smartphone sold in the next 4 years.
- 33% market share still the largest cell phone vendor by far, with double the
market share of nearest competitor
- Size should enable Nokia to amortize R&D costs and to get cost advantages
- Brand position: probably one of the top 20 brands in the world

WEAKNESSES

-The N-Gage is considered a flop

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

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OPPORTUNTIIES

- Increase their presence in the CDMA market, which they are just entering, as
well as 3G and Edge
- New growth markets where cell phone adoption still has room to go, including
India and other countries.
- Leverage its infrastructure business to get preference and a stronger position
with carriers

THREATS

- Late in the game in 3G creates a risk to be displaced by leaders like Motorola,

LG, NEC and others.
- Asian OEMs who are entering the market very aggressively (TCL, Bird)
- ODMs (HTC and others) enabling carriers to leverage their customer power
bypassing the handset vendor. Operators want to lessen their dependency on
handset vendors and the dominance of Nokia. Orange, O2, and many other
operators globally are selling their own brand of phones.

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LOOPHOLES
No doubt that the products from the Finnish company, Nokia, are some of
the very best in the world, but the company still hasn‘t found a profitable way to
market its goods. The very reason that other mobile phone companies are fast
eating up Nokia‘s market share is their superior (yet simple) marketing practices.

Motorola and Samsung must now be in the FUW (frequently used words)
list in Nokia‘s board meetings. These companies have made Nokia pay dearly for
its rudimentary approach in marketing its phones. The aggressive marketing
practices followed by Motorola have hit Nokia very hard and it is losing very
crucial global market share every month to its American competitor.

Nokia, quite alarmed by the dropping sales of its phones, is now putting all
its weight behind the N-Series range. The N-Series is packed with multimedia
features and Nokia believes that these phones might woo the costumers back to the
big daddy of the mobile phone world. But Espoo, we have a problem!! (Nokia is
headquartered at Espoo, Finland).

While Motorola (quite intelligently) gives a dashy-flashy name to every

phone it brings into the market, Nokia tends to do the exact opposite. Nokia from
the very start has relied on numbers rather than names. This strategy worked very
well in the past, but only because there wasn‘t much competition back then. But
times have changed. Every month the market sees at least a dozen new handsets
from an equal number of manufacturers. Consumers now have more than they can
choose.

Consumers are more attracted by names because they can thus easily relate
to the features of the phone. This is evident from the success of the MotoRazr,
MotoSlvr, MotoRizr and MotoKrzr. These phones are not packed with heavy
multimedia features like the N-Series; still they are selling like hot cakes. Just by
reading the name of the handset, one gets a broad idea what the phone looks like or
what its features are.

Nokia advertises more than Motorola. Still its market share is dropping.
Motorola does not need to spend much money for the promotion of its products
and it doesn‘t have to worry about the marketing of these phones; it just simplifies
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its job by naming its products right. Take the example of Apple. It did not have to
do much to promote its iPhone.

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 CHAPTER-3
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY OF THE STUDY

3.1 Meaning of Research

Redman and Mory define research as a ―systemized effort to gain new

knowledge.‖ Some people consider research as a movement, a movement from the
known to the unknown.
Research is an academic activity and as such the term should be used in a technical
sense. According to Clifford Woody, research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing
and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating
hypothesis.

3.2 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

Research methodology constitutes of research methods, selection criterion of
research methods, used in context of research study and explanation of using of a
particular method or technique so that research results are capable of being
evaluated either by researcher himself or by others. Why a research study has been
undertaken, how the research problem has been formulated, why data have been
collected and what particular technique of analyzing data has been used and a best
of similar other question are usually answered when we talk of Research
methodology concerning a research problem or study. The main aim of research is
to find out the truth which is hidden and which has not been discovered as yet. 64

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3.3 DATA SOURCE

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

PRIMARY DATA:

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

SECONDARY DATA:

Whereas secondary research is a means to reprocess and reuse collected

information as an indication for betterments of the service or product.
Both primary and secondary data are useful for businesses but both may
differ from each other in various aspects.

I have collected entire data of this project from SECONDARY

SOURCES like websites, books, newspapers and magazines.

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 CHAPTER-4
FINDINGS AND OBSERVATIONS

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FINDINGS AND OBSERVATIONS

 After analyzing the data it was clear that customer are using the NOKIA
brand mobile as compare to other brand they are using NOKIA mobile from
many months..

 After the survey we find that purchasing of NOKIA mobile is due to his
durability and give the performance and they are satisfied with the feature
that provide by the company in NOKIA mobile..

 Customers are not satisfied with the price of NOKIA mobile as compare to
other brand of mobile the price is little bit high.

 Most of the customer are satisfied with the quality that provided by NOKIA.

 Customers of NOKIA who already use them they always suggest the
NOKIA brand to his friends and relatives and also if they buy again they buy
NOKIA.

 People are more familiar with NOKIA brand as compare to others.

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CHAPTER-5
LIMITATIONS

81
LIMITATIONS

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

becomes very wide.

2. All the matter has been collected through secondary sources; hence,
the errors might have crept in.

3. Given the time constraints, all the information could not be gathered.

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 CHAPTER-6
RECOMMENDATIONS/SUGGESTIONS

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 RECOMMENDATIONS:-

I would like to Provide Certain Recommendations towards this Project Report.

There are various Recommendation required to be done in this Report. They are as
Follows:-

1) I would like to suggest that the Marketing areas for Sales should be
increased. They should try to adopt new strategies to regain whole sales
force in the market.

2) As far as Launching of New Models is concerned, The Company should try

to offer sales of such products at a affordable Price.

3) The Company should try to bring attractive offers & discounts to the
customers to make them more Brand Loyal towards them.

4) Research should be carried out on a large scale & in selected areas.

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CHAPTER-7
CONCLUSION

85
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.1 Leader in The World of Mobile Phones. Nokia has used various
Techniques to implement its products into the market. As per my Opinion Nokia
had introduced various schemes to attract people & gain more goodwill into
market. I would like to conclude that Nokia had been launching various new
products & Strategies throughout the year but still it is the No.1 brand leader in
Mobile Phones. Many people around the globe are purchasing Nokia phones as
they are very cheap, good & efficient to operate. Nokia had used various marketing
strategies to enhance its products into market & also they have used better &
efficient market segmentation strategies to market its products according to various
segments of customers in the market. Nokia as such has used all Modern & Good
techiques to tackle problems of customers in market. Customer Care & Feedback is
also given more importance to increase the sales of product. Better, Efficient &
Advanced Techniques are used to increase the sales of product. Also Nokia is
largest manufacturer of mobile phones in India & also the No.1 Leader in it.
Various Promotional Strategies are being enrolled into the market to promote the
products. New Models & their Strategies are being well utilized to enhance the
product.

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BIBLIOGRAPHY

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

Books
 N.G Kale, Marketing Management, (revised 2nd edition).

 Philip Kotler, Introduction to Marketing Management, (revised 3rd edition).

 Digital Arts, World of Marketing, revised 3rd edition).

Website

1. www.google.com

2. http://en.wikipedia.org/wiki/Nokia

3. www.nokia.com

4. www.scribd.com

5. www.gsmarena.com

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 STUDENT’S UNDERTAKING

This is to certify that I have completed the Project titled

“Marketing Strategies of Nokia”

In

“Maharaja Surajmal Institute”

under the Guidance of ―Mrs. vandana‖ in partial fulfillment of the requirement for

the award of degree of Bachelor of Business Administration at

Maharaja Surajmal Institute, Delhi.

This is an original piece of work & I have not submitted it earlier elsewhere.

AMIT KUMAR JAIN

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