You are on page 1of 83




The project titled “To study the brand awareness and brand preference of NOKIA” deals

with the study of Cellular Mobile industry with special emphasis on strategies adopted by

NOKIA to be a market leader in India. It studies the existing plans, various factors which

resulted in the growth of the company.

The study was to determine present scenario, what is the present scenario regarding the

Cellular Mobile industry in India. The steps taken by the government for the rapid growth of

industry. An overview about Nokia emphasizing on the strategies adopted by Nokia to lead in

the Indian market, Marketing Mix and SWOT analysis.

Growth in India's mobile handset production is rapid, propelled by the speed of growth of

mobile subscriber numbers. Local brand mobile phones are also set for growth in the Indian

market thanks to the rising demand for low cost and ultra low cost mobile phones, and EMS

(Electronic Manufacturing Services) vendors to lower revenue exposure to large

multinational vendors.

With low mobile penetration and favorable government policies, original mobile phone

equipment manufacturers are increasingly setting up manufacturing facilities in India. In

January 2006, Nokia initiated operations in its Chennai unit, setting a record with the

production of a record 25 Million handsets in its very first year. It also exports mobiles from

India to Sri Lanka. Motorola and EMS vendors like Foxconn and Flextronics have followed

with plants set up in India.

The furious pace of growth of the demand for mobile connections in India has given a boost

to the demand for home-based mobile manufacturers. The growth of Indian mobile market is

unrivalled all through the world. In a period of 30 days only (May 2009), an additional 6.57

Million mobile subscribers signed up for services. The figure for mobile users in the sub-

continent at the start of June 2009 was 178 Million.

Started on a slow note, mobile manufacturing in India has now picked up pace to the extent

that it is now posing a threat to China as a base for low-cost handset production. A Research

Firm highlighted that in past 12 months between May 2008 and 2009, India-produced units

shot up by 68%.


To know the brand awareness and brand preference of nokia handsets in the view of

customers and also to know the marketing strategies followed by the companies to tap the

market, target segment, basis of choosing the target group, the customer preferences

associated with the product and existing distribution channels of the company. Advertising

strategies followed to tap the target market and how the company became a local brand.

The data collection was mainly done through secondary data through the help of various

magazines and searching through internet.


• Nokia is still the market leader with a large portion of market share nearly 49% followed

by Motorola and LG having 15 and 14 % market Share respectively followed by others.

• Nokia success for being market leader is due to their constant focus, Brand Building,

Distribution, made for India Products that is Going Local.

• In order to tap the rural market and beat the competition NOKIA brought some special

mobile Phones in the market with some value added services like Saral Mobile Sandesh

and they are also implementing the idea of shared mobile phone offered through a local

village entrepreneur with the help of NGO’s to increase the penetration level.




This project is an attempt to study the mobile industry and various players in the market who

are fighting to grow their market share and also to bring out the status of nokia in customer’s

mind. Out of players in the market I have selected NOKIA and done a study to get

information about the marketing strategies adopted by them to sustain in the market.

This project is an attempt to bring under one cover the entire hard work and dedication put by

me. I have tried to put into paper, the maximum information that I could gather during the

project from various sources, in simple ways.

This project is an attempt to increase my knowledge and skills and provide valuable

knowledge about the organization.




Nokia has played a pioneering role in the growth of cellular technology in India, starting with
the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-
deployed network.

Nokia started its India operations in 1995, and presently operates out of offices in New Delhi,
Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Hyderabad, Pune and Ahmadabad.
The Indian operations comprise of the handsets business; R&D facilities in Bangalore,
Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore.

Over the years, the company has grown manifold with its manpower strength increasing from
450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia
Siemens Networks). Today, India holds the distinction of being the second largest market for
the company globally.

Design Studio

Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School of
Art, Design and Technology. The first of its kind, the design studio will give Nokia designers
and India’s talented youth the opportunity to work together on new design ideas for India and
the global markets

Business Devices

Nokia has established itself as the market and brand leader in the mobile devices market in
India. The company has built a diverse product portfolio to meet the needs of different
consumer segments and therefore offers devices across five categories i.e. Entry, Live,
Connect, Explore and Achieve. These include products that cater to first time subscribers to
advanced business devices and high performance multimedia devices for imaging, music and

Nokia has been working closely with operators in India to increase the geographical coverage
and lower the total cost of ownership for consumers. Today, Nokia has one of the largest
distribution network with presence across 1, 30,000 outlets. In addition, the company also has
Nokia Priority Dealers across the country and Nokia ‘Concept stores’ in Bangalore, Delhi,

Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide
customers a complete mobile experience.

Services business

With the global launch of Ovi, the company's Internet services brand name, Nokia is
renewing itself to be at the forefront of the convergence of internet and mobility. From being
a product centric company, Nokia is now focusing to become solutions centric. The strategic
shift is built on Nokia’s bid to retain consumers and empower Nokia device owners to realise
the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia
Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.

Infrastructure business

Nokia Siemens Networks is a leading global enabler of communications services. The

company provides a complete, well-balanced product portfolio of mobile and fixed network
infrastructure solutions and addresses the growing demand for services with 20,000 service
professionals worldwide. Its operations in India include Sales & Marketing, Research &
Development, Manufacturing and Global Networks Solutions Centre. Headquartered in
Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across
the country.

Some firsts for Nokia in India

1995 – First mobile phone call made in India on a Nokia phone on a Nokia network

1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones

2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 – Local UI in additional local language

2006 – Nokia manufacturing plant in Chennai

2007 – First vernacular news portal

How Nokia Changed

In reviewing Nokia, it is critical to realize that the firm did not simply state, we want

to take advantage of changes in technology.” Instead, the firm made numerous

changes in its organization, including structure, personnel policies, and leadership, to

make changes in technology possible.

To illustrate, in 1992 the firm decided to focus on telecommunications. As a result, all

noncore businesses were divested. This involved a massive sell-off of Nokia’s

noncore assets. The individuals remaining in the firm after these assets were sold

differed greatly from the original employees. For example, more than one-third of the

remaining employees were in research and development. The organization of the

research-focused employees was also different from many organizations. Researchers

were not centralized in a single research and development the firm. They were

organized in this way to encourage creativity throughout the organization. The

structure of the organization was also different. Nokia developed a flatter structure in

which employees are encouraged to talk to each other rather than up and down a

hierarchy. This can result in more communication and some inefficiency; however, it

also encourages more creativity. These changes illustrate one of the foundations for

the management of technology and innovation: Not a single change but an

organization-wide effort is needed to succeed. Thus, a firm cannot simply decide to

introduce a new technology or take advantage of a given opportunity.

Instead, the company must ensure that the entire firm fits with the technology and the

changes it introduces to both the organization and its people. This alignment is

critical to the success of the management of technology and innovation.

Strategic Perspective

Nokia has not simply seen a single technological innovation and changed everything

in the organization based on that one technology. Instead, it has identified key

changes in the environment and then taken advantage of the broad changes in society.

This strategic perspective results in the firm’s ability to identify broad trends of which

to take advantage. Once the firm identifies such trends, it then makes substantive

commitments throughout the organization to succeed in its efforts. Thus, the firm

takes consistent and essential steps to ensure that it is successful.

What can be seen is that small, systematic steps are taken each year to move the firm

forward. Each of these new products shows incremental changes in the firm’s

strategic direction. Nokia does not simply decide to dominate a particular industry.

Instead, it employs a strategic perspective which argues that the firm needs to identify

where it wants to go. Then the company takes the necessary steps to move to that


Manufacturing in India

Nokia Manufacturing Plant- Sriperumbudur, Chennai

As the global leader in mobile communications, Nokia is committed towards developing its

manufacturing infrastructure and establishing a global sourcing network. The Nokia India

manufacturing facility located in Sriperumbudur, Chennai is Nokia's tenth mobile device

production facility globally and has been created in line with Nokia's global philosophy of

developing world class manufacturing systems that enable best-in-class quality, lowest cost,

world class responsiveness, just in time delivery and a challenging and joyful work


Factory Highlights

• The factory construction from ground breaking to manufacturing of the first product
took 5 months
• Started with 550 people in January 2006, and grown to 8000 people

Spread over an area of 210.87 acres, Nokia started its operations with 550 employees in
January 2006 and today boasts of 8000 employees, 70 percent of whom are women.
Currently the factory exports to 50+ countries in South East Asia, Middle East, Africa,
Australia and New Zealand, other than catering to the demands of the domestic market.
Nokia's manufacturing facility in India reiterates its commitment to the fast growing Indian
telecommunications market.

The Chennai facility has been built keeping in mind Nokia's commitment to employee safety
and in compliance with environmental standards. The quality management and safety systems
at the Nokia manufacturing facility in Chennai are world class.

Nokia lays special emphasis on the well being of its employees and the Chennai
manufacturing site has a highly motivating work environment that is designed to sustain a
large & diverse talent pool. Nokia's employee practices are committed to ethical conduct, full
compliance to applicable national and international laws and respect for human rights in the
spirit of internationally recognized international labour standards in the ILO conventions, the
United Nations' Universal Declaration of Human Rights and the Convention on Rights of the

Nokia Telecom Park

Chennai was selected as the location for the Nokia Telecom Industry Park due to the
availability of skilled labor, support from the state government and the presence of good
logistics connections. The mission of the Nokia Telecom Industry Park is to create a network

of co-located and co-dependent partners that operate at world class standards and
manufacture high quality products.

Developing the Nokia Telecom Industry Park in Chennai into a world class high-tech
industrial zone is an important part of Nokia's global manufacturing and R&D network
strategy. The Telecom Industry Park not only underlines Nokia's successful cooperation with
the Indian government but also represents a unique and optimized business model that will
provide growth opportunities for all parties in the value chain. The 210.87 acres of land in the
Telecom Industry Park provides Nokia with the benefits of a pollution free environment, in-
house customs clearance, and uninterrupted power supply.

With Nokia as the key enabler, the Telecom Park is expected to attract about 8 global and
domestic component suppliers and service providers and create more than 30,000 jobs
when it is in full operation. This Nokia Telecom Park will ensure that the Nokia India
Chennai factory has a consistent supply of lowest total cost material and services from
reliable, collaborative sources of global and local suppliers.

Nokia Telecom Industry Park

Construction update and facts

• Size - 210.87 acres

• External fencing around Nokia Telecom Industry Park - 5.7 km in length
• Area of main building: 30,748 m2
• Total amount of structural steel used in factory construction 2500 t
• Total Capacity of under ground water sump at factory 450 m3
• Project Safety target achieved - One Million man hours without Lost Time Injury

The Nokia Telecom Park also has made significant progress with 7 suppliers already signed
up. These include Salcomp, Aspocomp, Foxconn, Perlos, Jabil, Laird and Wintek. Of these, 2
suppliers have already started shipping to Nokia Chennai viz., Salcomp and Perlos. The Park
will strengthen Nokia's delivery capabilities with added efficiencies and flexibility.

Nokia has been the engine of the investment train in Chennai's manufacturing corridor.
Many electronics manufacturing companies have announced plans to come to the city since
Nokia's establishment. The total impact of the Nokia SEZ can be measured only by an

assessment of the actual potential realized – encompassing construction, direct employment
and services opportunities that are sure to come in response to the rising headcounts.

Since the launch, the Nokia facility and the Telecom Park have not only met the targets set at
the beginning, but created an extremely bullish atmosphere in the Sriperumbudur
manufacturing corridor. Nokia will continue to play a key and leading role in the
development of this region.

Key Aspects That Are Kept In Mind While Manufacturing a Product

Nokia Organization

 Devices, responsible for developing the best device portfolio for the marketplace.

 Services & Software, reflecting our strategic emphasis on developing and growing our

offering of consumer Internet services and enterprise solutions and software.

 Markets, responsible for the management of our supply chains, sales channels and

marketing activities.

 Corporate Development Office, focuses on our strategy and future growth, and

provides operational support for integration across all the units.

On April 1, 2009, Nokia’s Networks business group was combined with Siemens’ carrier-

related operations for fixed and mobile networks to form Nokia Siemens Networks, jointly

owned by Nokia and Siemens and consolidated by Nokia.

Future of Nokia
The cellular phone market in India has been recording significant growth since the late 1990s
and is the fastest growing in the world. Nokia, the world leader in cellular phone
communications entered India in 1995. Since then the Nokia brand has been steadily
growing and has gained wide acceptance in the Indian market. India is the third largest
market for Nokia, in terms of its net sales as of 2006. Nokia is one of the most trusted
brands in India and leads other cellular phone brands in terms of market share,
advertising and customer service. The innovative technologies, user-friendly features and
affordable prices contributed to Nokia's success in India. The case facilitates discussion
on Nokia's brand building strategies in India. It also allows for discussion on the future
of the Nokia brand and the cellular market in India.

Pedagogical Objectives

• analyze the role of brand image in sustaining market leadership

• To analyze the competitive scenario in the cellular market in India
• To discuss the strategies of Nokia in India
• To analyze the localization strategy of Nokia as a major tool for gaining market

To analyze the future of the Nokia brand in India

We are discussing the impact of iPhone on the rest of the cellular handset and laptop
ecosystem. Frank Levinson wrote an important piece when the iPhone was first announced,
which you need to read for context.

On RIM, we have said, that the target market (Prosumer, SmartPhone with Integrated
Messaging) is very different from the iPhone (Consumer, SmartPhone with Media Player
focus). Nokia, however, has a lot more overlap with iPhone’s target audience.

iPhone’s innovations: 3 things –

1. The use of OSX – this choice empowers the device to be able to run Safari, mail and
widgets. It continues to unify the Apple product line, not fragment it.
2. The use of a new consumer user interface (UI) and the deletion of so many buttons
and choices (this was what we did about 16 years ago with Windows and 23 years ago

with the first Mac and now we are doing it again).
3. The realization that Moore’s law scaling of silicon is continuing and this makes the
possibilities of integration infinite.

Nokia Becomes India Most Trusted Brand

Been a presence in the collective consciousness of the Indian people, having helped establish
India as one of the most exciting mobile technology regions on the planet. The recent
emergence of sharable handsets such as the dust resistant Nokia 1208 with multiple
phonebooks tailored for village life, encapsulates an approach to understanding communities
and adapting technologies to adapt to suit the varying natures of communication.

The Economic Times has reported that Nokia has earned the most trusted brand in India:

"Following a stellar four-year run, the Finnish telecom brand has climbed 70 ranks to become
India’s No 1 trusted brand, according to this year’s Most Trusted Brands survey. The survey
was conducted nationwide across 12 cities, involving over 8,000 respondents across socio-
economic class, age and income groups." Carnegie Mellon University and Haas Business
School at Cal held a one day conference on “The Mobile Future.” The conference featured a
clutch of well-known researchers and industry people.

The take away was that perhaps the mobile phone revolution has finally arrived in the USA.
It was also interesting to see that very few speakers talked about the mobile revolution that
has arrived in the rest of the world. While listening to the speakers I was thinking of last
year’s GSMA’s conference in Macau when I got to listen to and his vision and strategy for
mobile phones in Japan. Or, how the Warner Bros’ honcho finally admitted that perhaps they
got it all wrong with music download music business.

The one person who did draw the attention of the audience to what is happening in the rest of
the world was Senior VP and CTO of Nokia. He pointed out that the mobile revolution was
just getting started even with 3.5 billion mobile phones. He gave a very interesting historical
perspective and said, “I am watching a movie I have seen three times.” He was referring to
the mainframe phase of prior to 1984 where the value shifted from hardware to services,
which was then followed by the mini-computer phase and finally the desktop PC revolution.
The point he was making is that through these three phases he witnessed the diversity and

incomputable standards resulting in a notion of standard platform. This “standardization of
platform” has not happened in the mobile space as yet. He also emphasized how mobile
phones were different from computers in that they were a personal device that comes
equipped with sensors. (He never really mentioned location-based services or Nokia’s
acquisition of Navteq and that was very interesting. I wonder why there was no mention of
Navteq considering it was a multi-billion dollar acquisition.)

Dr. Iannucci made a very telling point when he said that with our techno-centric bias
(referring to the US and Silicon Valley) we might miss out on how to serve the next billion
people that are from emerging markets. What does mobility mean to people in these
emerging cultures? That is the biggest challenge for innovation he added. He shared an
interesting statistical tidbit that goes to show how strong Nokia is in other parts of the world
other than the USA. Did you know that every second Nokia produces 17 mobile phones?

The path to the future according to Dr. Iannucci has to be open and Nokia is open to
innovators he stressed. (Just a few weeks ago Nokia launched Nokia Forums to woo
developers and users.)

While Dr. Iannucci spoke from the industry’s perspective, David Pogue of NY Times spoke
from an American consumer user’s perspective and provided a whole different dimension to
the future of mobile . Pogue opened the conference with his hilarious and entertaining speech.
He had original video advertisement and musical tribute laced into his speech. Pogue’s
speech came from a mobile consumer’s perspective, where he highlighted various service
ranging from Grand Central to Cell Wave to iPhone. I videotaped Pogue’s speech that you
can watch on YouTube. Pogue talks about the joys of using VOIP and how some telecom
companies have failed to integrate their billing system (OSS is a huge problem for many
telecos) at the backend.

Pogue talks about mobile services like text-to-voice and Google’s cellular 911 services,
where you get the information without any advertisements or costs.

he recounts how iPhone was developed in complete secrecy. It was so secret that the CEO of
Cingular (now AT&T) did not get to see the final version of the iPhone until 2 weeks before
it was publicly launched. Watch the video clip to find out what was the real revolution the
iPhone unleashed in the US. Pogue does a very funny and original musical tribute to the

iPhone or the “god phone.” He is a broadway guy after all like he reminded the audience.
However, his video file clip got corrupted and cut short the musical tribute. And, I guess that
is technology for us.

Type and Features of Nokia

NOKIA 6300

Brand: Nokia
Rs. 8200


General Network
GSM 900 / GSM 1800 / GSM 1900
Dimensions 106.4 x 43.6 x 11.7 mm, 56 cc
Weight 91 g
Type TFT, 16M colors
Size 240 x 320 pixels, 31 x 42 mm
Downloadable wallpapers
Type Polyphonic (64 channels)
Customization Download
Vibration Yes

Phonebook 1000 entries
Call records 20 dialed, 20 received, 20 missed calls
Card slot microSD (TransFlash)
7.8 MB of user memory
GPRS Class 10 (4+1/3+2 slots), 32 - 48 kbps
EDGE Class 10, 236.8 kbps
3G No
Bluetooth Yes, v2.0
Infrared port No
Instant Messaging
Browser WAP 2.0/xHTML
Games Yes + Downloadable, special offer
Colors Silver, Black
Camera 2 MP, 1600x1200 pixels, video(QCIF)
- Java MIDP 2.0
- FM stereo radio
- Push to talk
- MP3/MP4/AAC/AAC+/eAAC+ player
- Voice memo
- Voice command
- T9
- Calendar
- Calculator
- Built-in handsfree
Standard battery
Li-Ion 860 mAh (BL-4C)
Stand-by Up to 348 h
Talk time Up to 3 h 30 min

Brand: Nokia
Rs. 24000
Retail Price:

About this Product

Brand New NOKIA GSM Mobile Phone Model No N95 -8GB With Manufacturer warranty
Features :
General Network HSDPA / GSM 850 / 900 / 1800 / 1900
Status : Available
Size : Dimensions 99 x 53 x 21 mm, 96 cc
Weight : 128 g
Display Type : TFT, 16M colors
Size : 240 x 320 pixels, 2.8 inches
Ringtones Type : Polyphonic (64 channels), Monophonic, True Tones, MP3
Customization : Download
Vibration : Yes
Memory Phonebook : Practically unlimited entries and fields, Photocall
Call records : Detailed, max 30 days
Card slot : No
8 GB internal memory
Data GPRS : Class 32, 107 / 64.2 kbps
EDGE : Class 32, 296 kbps
DTM : Class 11, 177 kbps
WLAN : Wi-Fi 802.11 b/g, UPnP technology
Bluetooth : Yes, v2.0 with A2DP
Infrared port : Yes
USB : Yes, v2.0 miniUSB
OS Symbian : OS 9.2, S60 rel. 3.1
Messaging : SMS, MMS, Email, Instant Messaging
Browser : WAP 2.0/xHTML, HTML
Games : Downloadable
Order : now
Colors : Black
Camera :
5 MP, 2592 x 1944 pixels, Carl Zeiss optics, autofocus, video(VGA 30fps)

Flash, secondary CIF videocall camera
Built-in GPS receiver
A-GPS function
Installed Maps application covering over 100 countries
Dual slide design
Java MIDP 2.0
MP3/AAC/AAC+/eAAC+/WMA player
3.5 mm audio output jack
TV out
Stereo FM Radio
Office document viewer
Push to talk
Voice dial/memo
Built-in handsfree
Battery : Standard battery, Li-Ion 1200mAH (BL-6F)
Stand-by Up : to 280 h
Talk time : Up to 6 h
Standard accessories included
1 Yr Manufacturer warranty
Image shown is indicative - We shall try to send the same color as shown - incase of same
colour unavailability, we shall send the next best color available.


Brand: Nokia
Retail Price: Rs. 12995

About this Product

• Network: GSM900 / GSM1800 / GSM1900
• Form factor: Block
• Internal Antenna SAR
• Value: 0.5 W/Kg
• Weight: 126 g (including battery)
• Dimensions: 109 x 53 x 21.8 mm

• Type: Graphical
• Colours: BLACK, SILVER
• Size: 208 x 176 pixels
• Outgoing Calls: 10
• Received Calls: 10
• Lost Calls: 10
• Shared Memory: 35MB - RS-DV-MMC, hotswap
• Total memory: 1GB
• Polyphonic: Yes
• 64 channels
• Customization: Download
• GPRS: Yes, Class 10 (4+1/3+2 slots)
• Modem: Yes, 236.8 kbps
• (EDGE USB: Yes
• Bluetooth: Yes
• WAP: Yes, 2.0
• Browser: Yes, xHTML/HTML
• Infrared: No
• Vibration: Yes
• SMS: Send / Receive
• MMS: Send / Receive
• Camera: Yes, 2 MP, 1600x1200 pixels
• Video, flash
• Secondary video call
• VGA camera; Scenery, Portrait, Night, and Sports
• Java: Yes
• Games: Yes: 3D ; + downloadable
• Clock: Yes
• Alarm: Yes
• Calculator: Yes
• To-Do List: Yes
• Voice Memo: Yes
• T9: Yes
• Multiple Numbers/Name: Yes
• Handsfree: Yes
• Five-way scroll key
• Downloadable themes
• Symbian OS 8.1a , Series 60 UI
• Pop-Port with USB
• Video calling and download
• MP3/AAC/MPEG4 player

• Visual Radio
• PIM including calendar, to-do list and printing - XpressTransfer
• Type: Li-Ion Amperage: 900 mAh
• Standby Time: 260 hours
• Talk Time: 3 hours 30 minutes

NOKIA 1200

Brand: Nokia
Retail Price: Rs. 1250

About this Product

• Network: GSM 900 / GSM 1800
• Dimensions: 102 x 44.1 x 17.5 mm, 67 cc
• Weight: 77 g
• Type: Monochrome graphics
• Size: 96 x 68 pixels, 29 x 23 mm
• Themes and wallpapers
• Type: Polyphonic (32 channels) Customization Download
• Vibration: Yes
• Phonebook: 200 entries
• Call records: 20 dialed, 20 received, 20 missed calls
• Card slot: No
• 4 MB user memory
• Messaging: SMS

• Browser: No
• Games: 3 built in
• Colors: Blue, Black (depends on stock availability)
• Camera: No
• T9
• Calendar
• Calculator
• Currency converter
• Built-in handsfree
• Standard battery: Li-Ion 700 mAh (BL-5CA)
• Stand-by: Up to 390 h
• Talk time: Up to 7 h
6 months vendor carry-in repair warranty offered on the handset and not on the accessories

NOKIA 3120

Brand: Nokia
Retail Price: Rs. 8050
About this Product

About the Product: go to top

General 2G Network GSM 850 / 900 / 1800 / 1900 3G Network UMTS 850 / 2100 UMTS
850 / 1900 Announced 2008, February Status Available.
Released 2008, April Size Dimensions 111 x 45 x 13 mm, 60 cc
Weight 85 g
Display Type TFT, 16M
colors Size 240 x 320 pixels, 2.0 inches Ringtones Type Polyphonic, MP3 Customization
Download Vibration Yes
?Memory Phonebook Yes, 2000 entries Call records 20 dialed, 20 received, 20 missed

Card slot microSD (TransFlash), up to 8GB, hotswap, buy memory - 24 MB internal
Data GPRS Class 32 HSCSD No EDGE Class 32 3G Yes, 384 kbps WLAN No Bluetooth
Yes, v2.0 Infrared port No USB Yes, v2.0 microUSB
?Features Messaging SMS, MMS, Email, Instant Messaging Browser WAP 2.0/xHTML,
HTML Games Yes, order now Colors Graphite, Plum/Powder White, Deep Red,
?Chestnut Brown Camera 2 MP, 1600x1200 pixels, video(CIF); secondary VGA video
call camera Java MIDP 2.0 Stereo FM radio MP3/MP4/AAC/AAC+/eAAC+ player
Calendar Calculator Voice memo Built-in handsfree T9 Battery Standard battery, Li-Ion
1000 mAh (BL-4U) Stand-by Up to 290 h
Talk time Up to 3 h 30 min Image shown is indicative -
We shall try to send the same color as shown - incase of same colour unavailability, we
shall send the next best color available.
Standard Contents as per Manufacturer SPECS
1 year manufacturer warranty

Brand: Nokia
Retail Price: Rs. 49000

About this Product

• 2G Network: GSM 900 / 1800 / 1900
• 3G Network: UMTS 2100
• Dimensions: 109 x 45.6 x 14.6 mm, 65 cc
• Weight: 150 g
• Type: OLED, 16M colors
• Size: 240 x 320 pixels, 2.0 inches

• Scratch-resistant glass
• Living wallpapers
• Downloadable wallpapers, screensavers
• Type: Polyphonic (64 channels), MP3, video ringtones
• Customization Download
• Vibration: Yes
• Phonebook: 1000 entries, Photocall
• Call records: 20 dialed, 20 received, 20 missed calls
• Card slot: No
• 1 GB of user memory
• GPRS: Class 10 (4+1/3+2 slots), 32 - 48 kbps
• HSCSD: Yes
• EDGE: Class 10, 236.8 kbps
• 3G: Yes, 384 kbps
• WLAN: No
• Bluetooth: Yes, v2.0
• Infrared port: No
• USB: Yes, microUSB OTG
• Messaging: SMS, MMS, Email
• Browser: WAP 2.0/xHTML
• Games: Inbuilt + Downloadable
• Colors: Black
• Camera: 3.15 MP, 2048x1536 pixels, autofocus, video(VGA @ 15fps)
• Java MIDP 2.1
• MP3/AAC/eAAC player
• Voice memo
• T9
• Calculator
• Built-in handsfree
• Durable stainless steel covers
• Turn-to-mute
• Standard battery: Li-Ion 1000 mAh (BL-4U)
• Stand-by: Up to 300 h
• Talk time: Up to 3 h
6 months vendor carry-in repair warranty offered on the handset and not on the accessories

Brand: Nokia
Rs. 16995
About this Product
• Network: UMTS / GSM 850 / 900 / 1800 / 1900
• Dimensions: 105 x 49 x 15.5 mm
• Volume: 74 cc
• Weight: 115 g
• Type: TFT, 16M colors
• Size: 240 x 320 pixels
• Five-way scroll key
• Downloadable themes
• Type: Polyphonic, MP3
• Customization Download
• Vibration: Yes
• Phonebook: Yes
• Call records: Yes
• Card slot: microSD (TransFlash), hotswap
• 50 MB shared memory
• GPRS: Class 32
• HSCSD: Yes
• EDGE: Class 32, 296 / 177.6 kbits
• 3G: Yes, 384 kbps
• WLAN: Wi-Fi 802.11b/g, VoIP over WLAN

• Bluetooth: Yes, v1.2
• Infrared port: Yes
• USB: Yes, Pop-Port
• OS: Symbian OS 9.1, Series 60 UI
• Messaging: SMS, MMS, Email, Instant Messaging
• Browser: WAP 2.0/xHTML, HTML
• Games: Inbuilt and downloadable
• Colors: Red, Black (depends on availability)
• Camera: 2 MP, 1600x1200 pixels, video(CIF)
• Java MIDP 2.0
• Push to talk
• MP3/AAC/MPEG4 player
• Office applications
• T9
• Voice command/memo
• PIM including calendar, to-do list and printing
• Integrated handsfree
• Standard battery: Li-Ion 1000 mAh
• Stand-by: Up to 265 h
• Talk time: Up to 6 h
One-year manufacturer warranty offered at Nokia authorised service centers


Brand: Nokia
Rs. 34700
About this Product
• Network: HSDPA / GSM 850 / 900 / 1800 / 1900
• Dimensions: 132 x 57 x 20 mm

• Volume: 140 cc
• Weight: 210 g
• Type: TFT, 16M colors
• Size: 800 x 352 pixels
• Second external 16M colors display (240 x 320 pixels)
• Full QWERTY keyboard
• Type: Polyphonic (64 channels)
• MP3
• Vibration: Yes
• Phonebook: Yes
• Call records: Yes
• Card slot: microSD (TransFlash), hotswap
• 128 MB shared memory
• 330 Mhz ARM processor
• GPRS: Yes
• HSCSD: Yes
• EDGE: Yes
• 3G: HSDPA, 3.6 Mbps
• Wi-Fi: 802.11b/g
• Bluetooth: Yes, v2.0
• Infrared port: Yes
• USB: Yes, v2.0, miniUSB
• OS: Symbian OS v9.2, S60 rel. 3.1
• Messaging: SMS, MMS, Email, Instant
• Messaging Browser: WAP 2.0/xHTML, HTML
• Games: Yes + Java downloadable
• Colors: Red, Mocha (depends on availability)
• Camera: 3.2 MP, 2048x1536 pixels, autofocus, video(VGA 30fps), flash; secondary
QCIF videocall camera
• GPS receiver (built-in maps)
• Push to talk
• Video calling
• Java MIDP 2.0
• MP3/M4A/AAC/eAAC+/WMA player
• FM radio
• Voice command/dial
• PIM including calendar, to-do list and printing
• Document viewer
• Photo/video editor
• Integrated handsfree
• Standard battery: Li-Ion 1500 mAh

• Stand-by: Up to 330 h
• Talk time: Up to 5 h
One year manufacturer repair warranty offered on the handset at authorized service centers

Brand: Nokia
About this Product
• Network: HSDPA / GSM 850 / 900 / 1800 / 1900
• Dimensions: 112 x 50.2 x 17.3 mm, 90 cc
• Weight: 114 g
• Type: TFT, 16M colors
• Size: 240 x 320 pixels, 2.4 inches
• Type: Polyphonic, Monophonic, True Tones, MP3
• Vibration: Yes
• Phonebook: Practically unlimited entries and fields
• Photocall
• Call records: Detailed, max 30 days
• Card slot: microSD, hot swap
• 100 MB internal memory
• ARM 11 332 MHz processor
• 256 MB NAND Memory
• 128 MB SDRAM Memory ~ 90 MB Free
• Executable RAM Memory
• GPRS: Class 32, 107 kbps
• HSCSD: Yes
• EDGE: Class 32, 296 kbps; DTM Class 11, 177 kbps
• Wi-Fi: 802.11 b/g, UPnP technology

• Bluetooth: Yes, v2.0 with A2DP
• Infrared port: No
• USB: Yes, v2.0 microUSB
• OS: Symbian OS 9.2, S60 rel. 3.1
• Messaging: SMS, MMS, Email, Instant Messaging
• Browser: WAP 2.0/xHTML, HTML
• Games: Downloadable
• Colors: Silver
• Camera: 5 MP, 2592 x 1944 pixels, Carl Zeiss optics, autofocus, video(VGA 30fps),
xenon flash; secondary CIF videocall camera
• Built-in GPS receiver
• A-GPS function
• Motion sensor (with UI auto-rotate)
• Installed Maps application covering over 100 countries
• Java MIDP 2.0
• MP3/AAC/AAC+/eAAC+/WMA player
• Video player
• 3.5 mm audio output jack
• TV out
• Stereo FM Radio
• Organizer
• Office document viewer
• T9
• Push to talk
• Voice dial/memo
• Built-in handsfree
• Standard battery: Li-Ion 1050 mAh (BP-6MT)
• Stand-by: Up to 225 h
• Talk time: Up to 4 h 20 min
6 months vendor carry-in repair warranty offered on the handset and not on the accessories
This handset is available with a 2 GB card, charger, battery and other standard accessories

Nokia 1200

Brand: Nokia
Retail Price: Rs. 1324
About this Product
The Nokia 1200 introduces the industry's first call time tracking application and multi-
phonebooks to make phone sharing simpler and more efficient.
Key Features:
• Access phone features quickly and conveniently with One Touch shortcut keys for
SMS messaging, calendar, contacts, loudspeaker, and flashlight
Control your talk time. Time Tracker allows you to pre-set call times and disconnects calls
when the pre-set time is up.
• Manage your calling costs. Cost Tracker* lets you pre-set the cost limit for calls.
• Monitor your pre-paid balance. With Pre-paid Tracker* you can view your pre-paid
account balance information whenever you need
Personalize your phone with MP3-grade or 32-voice polyphonic ringtones.
• Extend your talk time. Use the power saver mode to help conserve power when your
phone is idle.
• Brighten up your surroundings. With a touch of a key, your phone can be used as a
Get the right sound for any environment with adjustable ringtone and call volume.
• Hear more of your calls. Noise cancellation filters decrease background noise for
improved sound quality.
• Keep your phone clean with the dust-resistant keypad.
*This feature is network dependant.
Operating Frequency
EGSM 9001800
GSM 8501900

Volume: 67.3 cc
Weight: 77 g with battery
Dimensions: 102 x 44.1 x 17.5 mm
96 x 68 pixel black and white display with an active area of 28.96 X 23.07 mm
Vibrant, green display backlight can be used as a flashlight
User Interface
Voice features
Integrated handsfree loudspeaker
Support for HR except US band, FR, EFR, and full AMR voice codecs
Digital services
Over the air OTA ringtones via SMS

Personalize your phone with pre-installed MP3-grade or 32-voice polyphonic ringtones


Full-sized animated screensavers

Use your phone as a flashlight get quick access with the One Touch key
Made from robust, durable materials with a non-slip backing to keep your phone firmly in
your hand
Comes with:

Nokia 1200
Nokia Battery BL-5CA
Nokia Standard Charger AC-3
User guide
Free Car Charger.
1 year manufacturer warranty.
Image shown is indicative - We shall try to send the same color as shown - incase of same
colour unavailability, we shall send the next best


About this Product


Size Dimensions 104.2 x 43.8 x 17.8 mm, 69 cc Weight 80 g

Display Type CSTN, 65K colors Size 128 x 160 pixels, 35 x 28 mm - Themes and
wallpapers Ringtones
Type Polyphonic (32 channels) Customization Download Vibration Yes
Memory Phonebook Yes Call records 20 dialed, 20 received, 20 missed calls - 8 MB user
memory Features
SMS (up to 250), EMS, Instant Messaging Browser Games Snake Xenzia, Beach Rally,
Soccer League
Colors Red, Black

FM radio - T9 -
Calendar - Calculator - Currency converter - Voice memo - Built-in handsfree

Brand: Nokia
Retail Price: Rs. 3640
About this Product
Nokia 2600C
Product Specifications : Network GSM 900 / GSM 1800
Dimensions 109.6 x 46.7 x 12 mm, 63.5 cc Weight 73.2 g
Display Type TFT, 65K colors Display Size 128 x 160 pixels - 5-way navigation key
Ringtones Type Polyphonic, MP3 Vibration Yes Phonebook Memory Yes, 1000 entries
Call records 20 dialed, 20 received, 20 missed calls Card slot No - 10 MB user memory
Bluetooth Yes, v2.0 Infrared port No USB No Messaging SMS, MMS, Email Browser
WAP 2.0/xHTML Games Yes
Colors Black, Orange, Blue, Beige
Camera VGA, 640x480 pixels, video - Java MIDP 2.0 -
Stereo FM radio - Calendar - Calculator - Voice memo -
Expense manager - T9
Battery Standard battery, Li-Ion 870 mAh (BL-5BT) Stand-by Up to 580 h Talk time Up
to 6 h
Warranty One Year Manufacturer Warranty

Standard contents as per Manufacturer
Image shown is indicative - We shall try to send the same color as shown - incase of same
color unavailability, we shall send the next best color available

Nokia 3110

Brand: Nokia
Retail Price: Rs. 4950

About this Product

Nokia 3110 Classic Handset with 1 YEAR MANUFACTURER WARRANTY
Dimensions : 108.5 x 45.7 x 15.6 mm, 72 cc
Weight : 87 g
Type : TFT, 256K colors
Size : 128 x 160 pixels
- 5-way navigation key
- Downloadable wallpapers, screensavers
Type : Polyphonic (64 channels), MP3, AAC
Customization : Download
Vibration : Yes
Phonebook : Yes
Call records : 20 dialed, 20 received, 20 missed calls
Card slot microSD (TransFlash), up to 2GB, up to 2 GB supported
- 9 MB internal memory
GPRS : Class 10 (4+1/3+2 slots), 32 - 48 kbps
EDGE : Class 10, 236.8 kbps
Bluetooth : Yes, v2.0 (with A2DP)
Infrared port : Yes
USB : miniUSB

Messaging : SMS, MMS, Email
Browser : WAP 2.0/xHTML
Games : Downloadable
Colors : Grey
Camera : 1.3 MP, 1280x960 pixels, video
- Java MIDP 2.0
- Stereo FM radio
- MP3/MP4/AAC+/3gp/WMA player
- Calendar
- Calculator
- Built-in hands free
- Voice memo
- Voice command
- T9
- Built-in hands free
- Push to talk
- Standard battery, Li-Ion 1020 mAh (BL-5C)
- Stand-by Up to 380 h
Talk time Up to 3 h 30 min
- 1Year Manufacturer Warranty
- Standard contents as per Manufacturer.
- Image shown is indicative
- We shall try to send the same color as shown
- incase of same colour unavailability
- we shall send the next best color available


Brand: Nokia
Rs. 10000
About this Product
• Network: GSM900 / GSM1800 / GSM1900
• Introduced: 2005 Q2
• Form factor: Block
• Internal Antenna SAR
• Value: 0.5 W/Kg
• Weight: 126 g (including battery)
• Dimensions: 109 x 53 x 21.8 mm
• Type: Graphical
• Colours: BLACK, SILVER
• Size: 208 x 176 pixels
• Outgoing Calls: 10
• Received Calls: 10
• Lost Calls: 10
• Shared Memory: 35MB - RS-DV-MMC, hotswap
• Total memory: 1GB
• Polyphonic: Yes
• 64 channels
• Customization: Download
• GPRS: Yes, Class 10 (4+1/3+2 slots)
• Modem: Yes, 236.8 kbps
• (EDGE USB: Yes
• Bluetooth: Yes
• WAP: Yes, 2.0
• Browser: Yes, xHTML/HTML
• Infrared: No
• Vibration: Yes
• SMS: Send / Receive
• MMS: Send / Receive
• Camera: Yes, 2 MP, 1600x1200 pixels
• Video, flash
• Secondary video call
• VGA camera; Scenery, Portrait, Night, and Sports
• Java: Yes
• Games: Yes: 3D ; + downloadable
• Clock: Yes
• Alarm: Yes
• Calculator: Yes
• To-Do List: Yes
• Voice Memo: Yes
• T9: Yes
• Multiple Numbers/Name: Yes
• Handsfree: Yes
• Five-way scroll key
• Downloadable themes
• Symbian OS 8.1a , Series 60 UI

• Pop-Port with USB
• Video calling and download
• MP3/AAC/MPEG4 player
• Visual Radio
• PIM including calendar, to-do list and printing – XpressTransfer

• Type: Li-Ion Amperage: 900 mAh
• Standby Time: 260 hours
• Talk Time: 3 hours 30 minutes




 To study the brand awareness of Nokia.

 To study the brand preference of Nokia.

 To evaluate the application of Marketing Mix (4p’s) by NOKIA in India to

retain old customers and also to attract new consumers in India.

 To study the buying behavior of customers.

 To study the satisfaction level of customers from Nokia’s after sales services




To evaluate the marketing strategy of Nokia in accordance to its brand awareness & brand

preference in the market. Also to study Nokia’s product preference among customers in

comparison to the new niche players in the market.

The pace of growth of the rapidly expanding Indian telecom industry continues to enthrall

everyone. With six million subscribers being added every month and the subscriber base

growing at a rate 82.2 per cent per annum, this is one country no handset manufacturer can

afford to take eyes off.

The fact that the country has the lowest telecom tariffs in the world and that the sub-$100

handsets are the most in demand hasn’t deterred anyone and the world’s largest handset

manufacturing companies are here trying to carve out as large a market share as they can.

The potential is huge: mobile penetration in India is still a paltry 13 per cent, which means

that the scope for growth is immense. Keeping this in mind all the leading companies have

set up their manufacturing facilities in the country.

Says Pankaj Mahendroo, president Indian Cellular Association: “The potential of the handset

market has the players constantly re-jigging their strategies to get the largest share possible of

the next billion customers. It is also pertinent to mention that the model that they follow in

India isn’t necessarily reflective of their global strategy.”

Major Players

The major players in the handset market today are Nokia, LG, Motorola, Samsung, Sony

Ericsson and LG. Nokia is by far the largest player in the industry commanding a 49 per cent

share in the business, followed by LG and Motorola at 15 and 14 per cent, and Samsung,

Sony Ericsson and others accounting for the rest.

Nokia is the only player that is competing across the spectrum in all categories but others

such as Sony Ericsson and Samsung have decided that while they would have some models

catering to the lower-end of the market their emphasis is on the mid- to upper-end customers,

who look for value for money deals and not just cheap ones.

The successful management of technology and innovation has become one of the most

critical aspects of business today. To recognize how important the management of

technology and innovation (MTI) is, one simply has to look at the impact of those skills on

many of the leading firms around the world. Here is a brief overview of one of the world’s

leading technology firms, Nokia.

Indian Strategy

Marketing Strategy is . . . "a simple statement of your overall plan for attracting prospects,

and converting them into first-time customers, and then lifetime, repeat customers."

The marketing strategy is shaped by overall business goals. It includes a definition of the

business, a description of products or services, a profile of target users or clients, and defines

company’s role in relationship to the competition. The marketing strategy is essentially a

document that you use to judge the appropriateness and effectiveness of specific marketing


To put it another way, marketing strategy is a summary of company's products and position

in relation to the competition; sales and marketing plans are the specific actions to achieve

the goals of marketing strategy. The marketing strategy provides goals for marketing plans. It

tells us where we want to go from here.

Strategy is all about how to build customer loyalty? How can you increase sales to existing

customers (more frequent use or buys, selling a broader product line to them) or new

customers (existing and new products)? How can you penetrate into new areas profitably?


“Our vision is a world where everyone can be connected”

Everyone has a need to communicate and share. Nokia helps people to fulfill this need and

they help people feel close to what matters to them. They focus on providing consumers with

very human technology – technology that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The

communications industry continues to change and the internet is at the center of this

transformation. Today, the internet is Nokia's quest.

Nokia's strategy relies on growing, transforming, and building the Nokia business to ensure

its future success.


Nokia, with a network of 95,000 outlets in India, has established a distinct distribution edge

over its competitors. Shivakumar claims that 50,000 of them are exclusive Nokia brand

stores. Besides the original distribution arrangement through the extensive network of HCL,

Nokia has also commenced its direct distribution efforts. Sunil Dutt, director of sales,

observes, “We decided that we would address some markets jointly, and that we would

individually address some of the other markets”.

When mobile phone users graduate to higher-priced handsets, they want specialised attention

from retailers. Realising this need, all kinds of outlets that are selling Nokia mobile phones

along with other products, like STD booths, stationery stores, grocery shops, have now

started setting up shops exclusively for mobile phones. Nokia is also establishing ‘concept

stores’ in major Indian cities. Dutt explains, “At our concept stores, we have tried to bring to

life all the experiences that we offer at Nokia experiential zones across the world”.

If the focus on product attributes enabled Nokia to establish strong brand recall among

consumers, its ability to capitalise on the boom in handset sales from 2002 onwards was as

much the result of its distribution strategy, modelled on that of the larger FMCG firms.

At its apex is the national distributor, which is HCL Infosystems for GSM handsets (CDMA

handsets are still largely distributed through service providers). Under the national distributor

are redistributing stockists who, in turn, supply handsets to over 10,000 outlets countrywide.

The outlets include over 200 Nokia Priority Dealers (exclusive or shops-in-shop) who

participate in the corporation’s brand programmes.

As a result of this saturation coverage, Nokia today is present in every town where mobile

services are available, and its distribution model is being emulated by competitors.

All of these will be reinforced as growth in the cellular services market accelerates. Today,

the market for new subscriptions is growing at 2 million a month, thanks to tariffs that have

dropped steeply.

And with handset prices having fallen 45 to 50 per cent since 1995, after reductions in import

duties from 27 to 5 per cent and sales tax from 16 to 4 per cent, Nokia intends to saturate the

market over the next few months.

Against the 19 GSM and three CDMA models that are currently available, Nokia plans to

launch over 20 new products in India over the next year, including seven CDMA handsets.

Marketing Mix (4P’s)

The Marketing Mix model can be used by marketers as a tool to assist in defining the

marketing strategy. Marketing managers use this method to attempt to generate the optimal

response in the target market by blending 4 variables in an optimal way. It is important to

understand that the Marketing Mix principles are controllable variables. The Marketing Mix

can be adjusted on a frequent basis to meet the changing needs of the target group and the

other dynamics of the marketing environment.

Combination of marketing elements used in the sale of a particular product. The marketing

elements center around four distinct functions, sometimes called the Four Ps: product, price,

place (of distribution), and promotion. All these functions are considered in planning a

marketing strategy, and any one may be enhanced, deducted, or changed in some degree in

order to create the strategy necessary to efficiently and effectively sell a product.

The term marketing mix refers to the four major areas of decision making in the marketing

process that are blended to obtain the results desired by the organization. The four elements

of the marketing mix are sometimes referred to the four Ps of marketing. The marketing mix

shapes the role of marketing within all types of organizations, both profit and nonprofit. Each

element in the marketing mix product, price, promotion, and place consists of numerous sub

elements. Marketing managers make numerous decisions based on the various sub elements

of the marketing mix, all in an attempt to satisfy the needs and wants of consumers.

Product Historically, the thinking was: a good product will Functionality; Quality;

sell itself. However there are no bad products Appearance; Packaging;

anymore in today's highly competitive markets. Plus Brand; Service; Support;

there are many laws giving customers the right to Warranty.

send back products that he perceives as bad.

Therefore the question on product has become: does

the organization create what its intended customers

want? Define the characteristics of your product or

service that meets the needs of your customers.

Price List Price; Discounts;

How much are the intended customers willing to

pay? Here we decide on a pricing strategy - do not

let it just happen! Even if you decide not to ask

(enough) money for a product or service, you must

realize that this is a conscious decision and forms

part of the pricing strategy. Although competing on Financing; Leasing

price is as old as mankind, the consumer is often still Options; Allowances.

sensitive for price discounts and special offers. Price

has also an irrational side: something that is

expensive must be good. Permanently competing on

price is for many companies not a very sensible


Locations; Logistics;
Available at the right place, at the right time, in the
Channel members;
right quantities? Some of the recent major changes
Place Channel Motivation;
in business have come about by changing Place.
Market Coverage; Service
Think of the Internet and mobile telephones.
Levels; Internet; Mobile.

Promotion Advertising; Public

(How) are the chosen target groups informed or Relations; Message; Direct

educated about the organization and its products? Sales; Sales; Media;

This includes all the weapons in the marketing Budget.

armory - advertising, selling, sales promotions,

Direct Marketing, Public Relations, etc. While the

other three P's have lost much of their meanings in

today's markets, Promotion has become the most

important P to focus on.

The function of the Marketing Mix is to help develop a package (mix) that will not only

satisfy the needs of the customers within the target markets, but simultaneously to maximize

the performance of the organization.




During my dissertation project, I have followed two methods:

Primary method of data collection

In this method I have used mainly the questionnaire method.a set of questions was

given to the customers visiting various nokia care centres, nokia priority dealers

and other nokia outlets.

Secondary method of data collection

Secondary data consists of information that already exists somewhere and may have been

collected for a different purpose. It provides a starting point for research and offers

the advantage of lower cost and quicker availability. The sources of secondary data


• Internet

• Journals of ICFAI University

• Case studies

• Articles from different magazines like – Business India, Business World and

Business Today etc.

• Newspaper articles from – Brand Equity, Economic Times etc.

Based on the above information obtained from the above sources, concepts were developed

on which analysis was made.


Time constraint is a major problem in this project. The work is based on only the

information fathered from the websites, journals and magazines.And the

information collected through questionnaire may suffer from biasness of

respondents and their inefficiency to answer.


Nokia`s strategy as of pricing is very simple. They are trying to target everyone from a 12
year old teenager to 60 yr old man. Their pricing fits the pocket of everyone from a middle
class income family to the super premium league.

The base model of Nokia in India as of now is Nokia 1200 which is sold at a price of Rs
1,350 appx. Whereas the costliest model of Nokia commands a price of 50,000 + Indian
Rs .Nokia has a very unique approach towards pricing in south east Asia especially India
where a new product when launched is sold at a very high price but as and when the time
passes by they reduce these prices considerably. It helps the company to maximize its profits
initially and in later parts of product cycle the phone is sold at only variable cost plus profit.
The company has divided its range on the basis of price as follows

Below 5000- base products.

5,000—30,000---- products with few unique features and latest technology

20-000---- 50,000---- mobiles with cutting edge technology

Initially the Nokia products are priced at a premium range in order to skim the market but in
later stages in order to penetrate in to the market deeper the company reduces its prices,
generally this happens after six months of the launch. In terms of Pricing Nokia products are
bit on the higher side if we compare it with competitor products.

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.


At Nokia, they like to make customer’s buying experience as convenient as using their

mobile phones. Nokia has a retail chain across the country, to meet all the mobile phone

needs. The chain consists of exclusive flagship stores and important mobile phone shops in

all major Indian cities.

• NOKIA PROFESSIONAL CENTRES: These are Nokia flagship stores that offer a

full range of Nokia mobile phones and accessories in an international retail

environment, which helps the customers in their decision making. NPCs also provide

"Nokia Care", their branded after sales services, provided by specially trained staff.

The NPC is truly a one-stop centre for all your mobile phone needs.

• NOKIA PRIORITY DEALERS: These key outlets allow the company to come

closer to the customers. Spread across the country, and expanding rapidly in terms of

reach, the NPD chain ensures that you get the latest Nokia mobile phones and genuine

accessories, quickly and conveniently.

Distribution Channel of Nokia in India

Nokia has a very simple distribution channel in India and it’s very similar to its competitors

and is working to the advantage of the industry as a whole. As of the distribution channel

company has used different networks to reach to the masses and their distribution channel is

• PRIORITY DEALERS: They are the people who represent the company. They have

all the latest models and have information about future introductions by the company.

Here customers normally find the personnel of nokia. In India the total number of

priority dealers is around 8 only and they are located at major cities of the country.

• SHOWROOMS: The Company makes sure that their products are available at

leading electronics shops like Agrani Switches, Airtel shops etc. They are the most

crucial part of the supply chain. The company has normally Tie up with these chain of

retailers who display and sell the models of Nokia and also act as a place of service

stations as their trained personnel are trained by Nokia staff

• RETAILERS: They normally form the lower end of the distribution chain. They sell

the max volume of the mobile phones for the company. The are located at different

strategic locations and customers mostly purchase these from here only.

• GREY MARKET: It’s a very important distribution channel used by the company.

Nokia India`s operation may not be using this channel as its illegal sorts but lots of

Nokia’s products are available in these markets .We can understand the volume by the

fact that grey market sells 75% of the total turnover of the mobile phones sold

Nokia, a leader in India's US$2.5 billion mobile phone market, is built a unit in Chennai. The

manufacturing unit will be Nokia’s tenth mobile device production facility globally. They

have selected Chennai to be the location for the factory because of the availability of skilled

labor, friendly business environment, and support from the government, good logistics

connections and overall cost-efficiency.


Nokia is a very techno savvy and market savvy and friendly company. As of the
advertisement expenditures, Nokia spends maximum amount on advertising as compared to
its competitors and is closely followed by Samsung. The company uses mix of Public
relations, promotions, advertising and personnel selling and the major focus is on the
advertising. The company spends 50 %of its total revenue on advertisements and the rest in
other tools. Nokia has been ranked as one of the top 5 brands in world telecommunication
and in mobile industry it holds the premier position in terms of brand recall, customer
satisfaction etc. Different advertisement campaigns have been launched from time to time by
Nokia and more often at the time of launch of a new model.

• PRINT CAMPAIGNS: The thing to observe in their advertisement is that all their
campaigns are targeted at youth or at professionals which form the core of all the
campaigns. The Nokia hasn`t kept using particular colors in their campaigns but they
have used a mix of it - yellow in case of 8310 ,red in case of 8810. But one thing is
common that is they are flashy, very attractive and attention garners.

Their partner Bates Advertising company in India has done a wonderful job. Another
thing observed is that their campaigns in print target more on product features that is
that their campaigns have product centric appeals.

• ADVERTISEMENTS IN TV`S: We have observed that strategy in television is

entirely different when Nokia decides to start its marketing initiative on TV. The

focus is more on emotional appeal and the most commonly appeal used by Nokia is

the life style .who can forget the soup ad of Nokia and their latest campaign on Nokia

8810. The most preferred channel in India for Nokia is CNBC followed by star and

then SONY

• PUBLIC RELATIONS: Mostly it is done by South East Asia operations and it deals

with printing of articles in magazines which mainly deal with business, leisure and

newspapers. The articles are mainly written by prominent personalities about their

product and its features. Another form of public relations being used is the use of

bollywood stars. Nokia has sponsored certain scenes in few movies which are targeted

at upper class with the actors possessing the latest models of Nokia. It is a very

successful tool and has helped Nokia in building the brand name.

• PROMOTION CAMPAIGNS: Promotions are normally done by sponsoring the

events which are mostly related to sports and games like golf, Polo, Cricket And

sponsoring of other events like fashion shows, movies, Co promotions Etc. This tool

has been second most preferred tool used by Nokia in India.

From Product Centric To Solutions Centric (Strategy)

In a major shift from its product-centric strategy that it has successfully run with for years,
Nokia has decided to become solutions-centric. What it's beginning to do in India - its second
largest market after China - reflects a global shift in strategy.

Devinder Kishore, Director Marketing, Nokia India, says, "We are moving into selling
solutions. Devices will not be the only thing any longer.

Over the next three-to-six months, we will be offering combinations of products and services
and #8230; there will be lots of services." For example, the just-launched Nokia 6110
Navigator whose integrated GPS offers location-based services to the consumer, besides 3G,
multimedia and camera features.

While GPS is also integrated with Nokia N95, N82, E90, and S60 and Series 40 devices via
Bluetooth, Kishore says the 6110 sets off the bundled solutions rollout. The strategic shift is
built on Nokia's bid to retain consumers over their lifetimes.

It therefore extends to very clear consumer identification. A major global study by Nokia has
thrown up a segmentation model outlining 12 types of consumers - common to all markets -
looking for very different things from their mobile experience.

"Our research shows that our consumers are not cut by age or price, but choose by aspiration
and involvement with the mobile category," says Kishore. The 12 segments have been
distributed under four consumer categories - Live, Achieve, Connect and Explore.

The 'Live' category is aspirational for whom the handset is a lifestyle accessory. Nokia
Xpress Music targets this category.

The 'Achieve' category wants products and services that help with the achievement
endeavour. Nokia's E-Series targets this category.

'Connect' is made up of simple "connectivity and progressive simplicity" users. The 'Explore'
category loves technology, is fairly global, individual, but loves to share discovery.

The N-Series targets Explore consumers. Nokia's product philosophy is guided by the Flow,
Wow and Show aspects of mobile phone experiences.

With 'Flow' the product works just the way the consumer likes it (example, E-Series). The
'Wow' product creates such a strong emotional response that it feels almost magical (N-

The 'Show' product appears "simply beautiful and just for me." By pushing different
combinations of these three aspects within each consumer category, Nokia's attempt is to
create four unique impressions

Advertisement Strategy

The new categorisation requires differentiated communication - Nokia's advertising varies,

according to the categories, from a global look and feel to totally local messages. The N-
Series and Xpress Music campaigns may be more global, but 'entry level' ads - such as the
one where the worried wife uses the neighbour's Nokia to talk to her husband and son, or
where the bus battery dies and Nokia comes to the rescue - create a different connect.

Using Shah Rukh Khan as brand ambassador is something new for a brand that has all along
talked leadership and technology. "He has a pan-India appeal and in smaller markets, a huge
connect" Kishore points out.

"He's tech savvy and comfortable talking about Nokia, which he uses. We took a calculated
shot on SRK helping us explode the rural market for us.

“Nokia’s media planning tries to ensure that targeted category consumers get to see the ads
meant for them, through a selection of different channel clusters.” For N95, we advertise on
Discovery, English movie channels, select news channels.

For entry level, we would target a Doordarshan sponsorship on one-day cricket. We put big
bets on the 20:20 matches, feeling that youth would respond well.

Cricket is watched by all our consumer categories," Kishore explains. Beyond advertising,
Nokia is trying to create more touch points through its concept stores, already opened across
several major metros (Mumbai is still to see one, though) and cities, and a showcasing of its
higher end products via malls and road shows.

In the meanwhile, this market leader takes product complaints in its stride. There have been
complaints, for example, of its N-Series phones hanging.

"Yes, and we are working to fix the problem," says Kishore. While Nokia's servicing
facilities are fairly widespread, it is also perhaps easier for a market leader to accept
shortcomings and say something will be done about it, without getting defensive about it.




1. My first hypothesis was that nokia is a well known brand and by my study I

have come to know that yesit is a well known brand because more than 65%

people stated that.

2. My second hypothesis was that people always buy nokia .by the study we have

come to the conclusion that not always but most of the time people buy nokia

handsets mostly when they want long lasting battery backup and in case if

they are expensing more and are brand conscious.

3. The third hypothesis was that customers are satisfied with nokia service centre

but this hypothesis is not true because only 39%people are satisfied with these






What is the strategy of Nokia to explore the rural market in India?

Their strategy lies very strongly in mobile telecommunications. They believe that mobile

telecommunications is the most cost effective tool especially in the rural areas in order to

access communications.

That’s probably not just in the Indian rural areas but also in other rural areas in different parts

of the world. Another thing in strategy that they see in India is the rich culture. In India, there

is not just one solution to explore, but there has to be many solutions and they are willing to

work with the operators in order to explore them. Most concretely, consumers can see that in

Nokia they are adding new languages in mobile phone.

Depending on the mobile phone model they have up to 9 Indian languages supported in a

mobile phone and this is of course increasing all the time. Languages are very important.

They try to make user interface more practical for people who have difficulty in reading and

writing. Often we hear that someone had bought a Nokia mobile phone and didn’t have to

read the handset manual because it was so easy to start to use.

They are also working on having interfaces in mobile handsets, which are more graphical,

more intuitive. Also, in some of the new handsets, it can be seen already, over the handset

how to do certain things, not just by reading but also by watching. It is like watching a

learning presentation before you start to use your mobile.

The launch of these GSM (Global System for Mobile Communications) phones in India

comes in the wake of attempts by the Indian government and mobile services operators in the

country to introduce low-cost mobile telephony to India's rural masses.

Like the traditional public call office, the shared mobile phone offered through a local village

entrepreneur is seen by many nongovernmental organizations (NGOs) as the best way to

increase mobile penetration in rural markets, where users may not be able to afford a personal

phone. In many villages, local entrepreneurs have already emerged to offer this service.

Nokia's 1200 and 1208 models offer call-time tracking and multiple phonebooks, the

company said. To help manage airtime costs, the call-time tracking feature allows consumers

and village phone entrepreneurs to preset a time or cost limit on individual calls,

automatically ending the call after the limit has been reached, it said.

India had 166 million mobile subscribers at the end of March, up 68 percent over a year

earlier, according to the Telecom Regulatory Authority of India (TRAI). Most of these

subscribers are in urban areas. Large mobile service providers have identified the rural

market as the next big opportunity. The government is also subsidizing roll-outs of mobile

services in rural markets, and has proposed that operators share infrastructure to reduce costs.

A number of multinational mobile phone vendors, including Nokia, have started

manufacturing phones in India. Nokia also has other operations in the country including a

research and development center and a network operations center.

The Nokia 1200, with a monochrome screen, will be available this quarter with an estimated

retail price of about $48 before subsidies or taxes. The Nokia 1208, with a color VGA-

resolution screen, will be available in the third quarter of this year with an estimated retail

price of $65, Nokia said.

Nokia also launched four other low-cost GSM phones, including the entry-level Nokia 1650

and Nokia 2660, and the Nokia 2630 and 2760 with features such as a built-in camera, an e-

mail client, an FM radio and Bluetooth connectivity.

The Nokia 1650 and 2660 will be available this quarter, with the 1650 priced at about $75,

and the 2660 at about $115. The Nokia 2630 and Nokia 2760 will be available in the third

quarter of this year. The estimated price for the Nokia 2630 will be around $115 and for the

Nokia 2760 around $122.

The company also launched Nokia 2505, an entry-level phone based on the CDMA (code

division multiple access) standard for markets in Asia-Pacific, the Middle East, Africa, China

and Latin America. The phone will be available in select markets in this quarter. Nokia did

not disclose the pricing of this product.





A long established identity and very strong brand recognition by providing wide variety of

phone models. Nokia had the vision and foresight to define the brand, develop products with

a clear product and design strategy and had a clear communication strategy.

Nokia phones have become more than just methods of communication; instead they have

become a fashion statement. Photography and Fashion are interwoven as they are both

vibrant expressions of imaginations and feelings. Nokia believes in connecting people to their

passions. Nokia’s hi-end imaging devices enrich the customer’s imaging experience by

providing leading technology

Consumer concern for reliability and functionality has enhanced the popularity of Nokia

phones and made it a trusted brand. The Nokia Research and Development Center in

Bangalore On the strength of its large talent pool of skilled researchers, India has become a

global hub for innovation and Research and Development, and a leader in developing cutting

edge solutions on both 2G and 3G platforms for mobile devices. Nokia has two additional

R&D centers in India, one each in Hyderabad and Mumbai. The centers are focused on next-

generation packet-switched mobile technologies and communications solutions to enhance

corporate productivity.


The only weakness that NOKIA has it closed technology. Nokia is using Symbian's operating

system in all their mobile phones. As Mobile phone prices are falling, handset vendors and

mobile users are looking for new lucrative software operations.


Since consumers demand more than just cheap phones, low cost feature rich phones is the

need of the hour, both from consumers and vendors point of view. I believe that the next

phase of mobile telephony growth would come from B and C class cities and rural areas

where most of the population cannot afford expensive handsets but would like to use mobile

services. And this is the target market for handset vendors.

As almost all handset vendors have joined the price war, market would see a sustained drop

in handset prices, especially, at the entry level where market is fairly competitive. Though

entry-level consumers are betting on good price deals but in the long run price will no longer

be the only factor as eventually customers would look for value.

Operator’s engagement in the whole value chain is very critical and low cost handset market

dynamics driven by operators adds more value to consumers and makes the value chain more

efficient. Chip manufacturers, too play a major role in this value chain as they are the one,

who can reduce cost and time to market in collaboration with OEM’s and operators.

But ultimately, since mobile telephony is the consumer driven market, it’s important for

stakeholders to match customer expectations which is availability of handsets at affordable

price and good after sales support. Hence, it’s important for operators to partner with the right

handset vendor which has a robust distribution channel.


All the stake holders in the supply chain have now realized that working in isolation is not a

way forward to address the low cost segment. The joint go-to-market strategy is the right way

to move forward and hence chip manufacturer-OEM-operator collaboration would help

reducing cost and time to market low cost handsets.

But the biggest challenge in front of vendors and operators is that consumers don’t want low-

cost phones to be low on features. The demand is of feature rich low cost handset.

The ULCH handset marketplace is currently dominated by Motorola and Nokia, but other

handset manufacturers including LG, BenQ, Philips, Ningbo Bird, Haier, and Kyocera has

plans to come-up with innovative low-cost handset strategy to compete with biggies like

Nokia, Motorola and ZTE who have already made their presence felt in Indian market. ZTE

is expected to sell around 10 million handsets this year in India.

According to ABI research by 2011, 25 percent of handset shipped globally will be an ultra

low cost handset and India would contribute a large chunk to it. As most handset vendors

have started manufacturing in India, it will be a major export hub for low cost handsets.




Name of customer:- …………………………………….

Place:- …………………………………………………...
Contact number:- ………………………………………

Q.1) Which brand comes in your mind when you are purchasing the handsets?

(A) Nokia (B)Samsung (C)Sony Ericson (D)Motorola




conclusion- The data show that the a lot people wants to take the Nokia handsets.

Q.2) Do you think Nokia is a leading company in INDIA, in the mobile sector?

(A)Yes (B) No (C) May be (D) Don’t Know

50 YES
40 NO

conclusion- The data show that 67% people think that Nokia is a leading company in mobile
sector and 12% people are say no. 14% people say maybe and 7% say Don`t know

Q.3) which is your important requirement in your mobile?

(A)Picture quality (B) Sound quality (C) Camera (D) Battery back-up


5 UP

Conclusion: people give more emphasis on battery backup and sound as compared to picture
And camera

Q.4) Do you like the NOKIA Service center facility?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
10 stronglydisagree


conclusion- The data show that the 39% people are satisfied by the Nokia service center
services, so its main problem of Nokia.

Q.5)What extra features you want in your handset?

(A) Sound (B)Graphics (C) GPRS (D) Camera


conclusion- The data show that 36% people are wants to Gprs in our mobile and 29% people
are wants to need camera in our mobile and 23% people are wants to need sound should be
good and remain wants to good graphics in our mobile.

Q.6) Nokia handsets are different from other set in your view:-

(A)Sound (B)GPRS (C) Battery back-up (D) Graphics


conclusion- The data show that 64% person views that Nokia is different to other handsets by
the long battery back up

Q.7) Nokia price range of sets is suitable for:-

(A)Low income people (B) Average income people

(C)High Income people (D) for all



40 LOW

conclusion- The data show that 53% people think that Nokia price range is suitable for all
and 33% people think that Nokia suitable for Low income people. And 10%people think that
Nokia suitable for average people and 4% are think Nokia suitable for higher income people.

Q.8) how much you can pay for a handset?

(A) Less than 3000 (B) Less than 6000

(C) Less than 8000 (D) Greater than 8000

25 <3000
20 <6000
15 <8000
10 >8000

conclusion- The data show that`35 people wants to use less than 3000 rupees handset and 25
people wants to use less than 6000 rupees handset and 20 people like to use less than 8000
rupees handset, remaining person wants to use above 8000 rupees handsets.

Q.9) Who told you to purchase the Nokia handset (references)?

(A) Friends (B) News paper (C) Internet (D) Advertisement

10 ADV.

conclusion- The data show that 31% people were inspired by the Advertisements and 27%
people were inspired by our friends and 24% were inspired by the news paper and lefts were
inspired by the Internet.




The mobile telephony trend the country is witnessing today portrays a contrasting image. On
the one hand there is a huge rural and semi-rural mass waiting to be connected, while on the
other one sees that to the chic and modern urban class, mobile phone is now more than just a
device to stay connected.

Nokia, world's leading mobile phone supplier believes that India will emerge as the second-
largest mobile phone market by year 2010. At present, it is the third-largest mobile phone
market in terms of volume sales for Nokia, after the US and China, respectively. Nokia India
has also earmarked $150 million, to be invested in phases over the next few years, to upgrade
its manufacturing facility in Chennai. At present, the plant manufactures 20 million units in
11 months for sale in India and overseas.

“India is the fastest growing mobile market in the world with six million subscribers adding
every month, the mobile industry in India has taken off in a big way " Sunil Dutt, Director of
Nokia India.

Nokia will keep expanding its venture in this country keeping in mind the requirements of
the Indian market. Nokia believes launching affordable yet stylish handsets with several
appealing features is the key to growth. They would launch handsets and solutions in line
with user needs with the help of extensive research to ensure to tap every potential market
and customer need.





1.Nokia should pay more attention towards its service centre facilities.
2.As the number of players are imerging in the market specially small players and also
Chinese mobile,therefore nokia should pay more attention towards innovative products
as well as towards cost cutting.
3.As it is a number one brand so the only thing it has to do is to maintain its position in
the mind of the customers.that can be done by proper advertisement and awareness
4.It should penetrate the rural market as it has a large scope.