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A PROJECT REPORT ON

ADVERTISING EFFECTIVENESS
With Reference to

VSE COMMUNICATIONS (NOKIA), KARIMNAGAR.

A project report Submitted in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION BY B.TIRUPATHI H.T.No. 12095-C-1004 Under the guidance of Mashpoon
Asst.Proffesor SUBMITTED TO Department of Business Management

THUSHARA POST GRADUATE SCHOOL OF INFORMATION SCIENCE & TECHNOLOGY


(Approved by AICTE, Affiliated to Kakatiya University) Rampur, WARANGAL 506151

2011-2013

DECLARATION
I hereby declare that this project report titled ADVERTISING
EFFECTIVENESS KARIMNAGAR with reference to VSE COMMUNICATIONS (NOKIA),

submitted by me to the Department of Business

Management, KAKATIYA UNIVERSITY, WARANGAL, is a bonafide work undertaken by me and it is not submitted to any other university or institution for the award of any degree / diploma / certificate or published any time before.

Place:

Date:

ACKNOWLEDGEMENT

The presentation of this project has given me the opportunity to express my profound gratitude. All those who have made possible for me to accomplish this project well at the first instance. I would like to thank Mr. K. Raju, Manager of VSE COMMUNICATIONS (NOKIA), KARIMNAGAR, for given me this opportunity to undergo to a project study program in their esteemed organization.

I would like to express our profoundly respects to .Dr. B RAMESH BABU, Principal of THUSHARA POST GRADUATE SCHOOL OF INFORMATION SCIENCE & TECHNOLOGY for his useful suggestion during this course period . I am thankful to my guide

Mashpoon Asst.Proffesor, Head of the

Department of Business Management for his valuable guidance and useful suggestion during the course of this project.

BONGONI THIRUPATHI (H.T.NO: 1209-5C-1004)

INDEX

CHAPTER S.No NUMBER CHAPTERNAME PAGE NO.

INTRODUCTION

1-9

II

COMPANY PROFILE

10-33

THEORETICAL 3 III FRAME WORK 34-46

IV

DATA ANALYSIS AND INTERPRETATION

47-67

FINDINGS, SUGGESTIONS 5 V AND CONCLUSIONS 68-71

QUESTIONNAIRE

72-75

BIBLIOGRAPHY

76

CHAPTER-I
INTRODUCTION

INTRODUCTION ON ADVERTISING EFFECTIVENESS


The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal communication about an organisation and or its products idea service etc. that is transmitted to a target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously. What is Advertising: The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing". Simply stated advertising is the art "says green." Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definition are: American marketing association has defined advertising as "any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct. Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a "non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising. Basic Features of Advertising On the basis of various definitions it has certain basic features such as: 1. It is a mass non-personal communication. 2. It is a matter of record. 3. It persuades buyers to purchase the goods advertised. 4. It is a mass paid communication. 5. The communication media is diverse such as print (newspapers and magazines) 6. It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it.

NEED OF THE STUDY The Study will help us to know the effectiveness of advertisement activities on the customers and it will help the company to set strategies for the Karimnagar city & emphasize on their weaknesses & threats. By the study, the brand image of various competitors will be known. The company can know where their competitor stands in the minds of the people and it reveals the factors that influence customers to purchase the cement OBJECTIVES OF THE PROJECT 1. To study the performance of Nokia mobile. 2. To know the most effective media of advertisement. 3. To find out the reasons for liking the advertisement of Nokia. 4. To know the impact of advertisements of Nokia on customers. 5. To know the media awareness among the people. 6. To identify the change in attitude of the consumer due to advertising. 7. To study the effectiveness and response towards advertisements provided by Nokia. 8. To analyze the growth in ad volumes of Telecom sector. SCOPE OF THE STUDY The present project is undertaken in the area of marketing. Since only the advertising part of marketing has been discussed, this makes its scope of study very confined. Only few aspects have been covered to analyze the advertising effectiveness of Nokia.

RESEARCH METHODOLOGY RESEARCH DESIGN: The research design is Descriptive study The objective of this kind of study is to answer the why, who, what, when and how of the subject under consideration. I have taken descriptive because my research includes the knowing the behavior of customer towards advertisement. I have analyzed how people of various age groups respond to different advertising or their perception towards advertisement. SOURCES OF DATA: PRIMARY DATA: This consisted questionnaire and interaction from various people. A focus group study will be conducted to design the customer survey questionnaire with a sample size of 100 respondents. SECONDARY DATA: Sources of secondary data were primarily the Internet, journals, newspaper, annual report, database available in the library, catalogues and presentations. Sampling Unit: It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought Nokia Mobiles are surveyed. Sample Size: It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn.

CHAPTER-II
COMPANY PROFILE

Sampling technique: Sampling refers to the method of selecting a sample from a given universe with a view to draw conclusions about that universe. A sample is a representative of the universe selected for study. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. Research instruments A structured questionnaire is used as an instrument for collecting the response from selected respondents. Topic of the Study: ADVERTISEMENT EFFECTIVENESS STUDY OF NOKIA LIMITATIONS OF THE STUDY Respondents were reluctant to share their experience accurately. Time allotted for the project was not sufficient to go for detailed analysis of the research problem. The research study is confined only to Karimnagar city. The sample was chosen randomly which might not be the actual representatives of the total population, due to which there may be an error. Information is partially based on secondary data & hence authenticity of the study can be visualized & is measurable. As the data is collected from the customers, there is every possibility that the given information by the customers may not be correct as their opinion, attitudes etc., may differ from others.

HISTORY OF TELECOM INDUSTRY Telecom in the real sense means transfer of information between two distant points in space. The popular meaning of telecom always involves electrical signals and nowadays people exclude postal or any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom can be started with the introduction of telegraph. Introduction of telegraph The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first experimental electric telegraph Line was started between Kolkata and Diamond Harbor. In 1851, it was opened for the British East India Company. The Posts and Telegraphs department occupied a small corner of the Public Works Department, at that time. Construction of 4,000 miles (6,400 km) of telegraph lines connecting Kolkata (Calcutta) and Peshawar in the north along with Agra, Mumbai (Bombay) through Sindwa Ghats, and Chennai in the south, as well as Ootacamund and Bangalore was started in November 1853. Dr. William O'Shaughnessy, who pioneered telegraph and telephone in India, belonged to the Public Works Department. He tried his level best for the development of telecom throughout this period. A separate department was opened in 1854 when telegraph facilities were opened to the public. Introduction of the telephone In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone exchanges in India. The permission was refused on the grounds that the establishment of telephones was a Government monopoly and that the Government itself would undertake the work. By 1881, the Government changed its earlier decision and a licence was granted to the Oriental Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmadabad. 28 January 1882, is a Red Letter Day in the history of telephone in India.

On this day Major E. Baring, Member of the Governor General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of the building at 7, Council House Street. The Central Telephone Exchange had 93 number of subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882. Further developments

1902 - First wireless telegraph station established between Saugor Islands and Sandheads.

1907 - First Central Battery of telephones introduced in Kanpur. 1913-1914 - First Automatic Exchange installed in Shimla. 23 July 1927 - Radio-telegraph system between the UK and India, with beam stations at Khadki and Daund, inaugurated by Lord Irwin by exchanging greetings with the King of England.

1933 - Radiotelephone system inaugurated between the UK and India. 1953 - 12 channel carrier system introduced. 1960 - First subscriber trunk dialing route commissioned between Kanpur and Lucknow.

1975 - First PCM system commissioned between Mumbai City and Andheri telephone exchanges.

1976 - First digital microwave junction introduced. 1979 - First optical fibre system for local junction commissioned at Pune. 1980 - First satellite earth station for domestic communications established at Secunderabad, A.P..

1983 - First analog Stored Program Control exchange for trunk lines commissioned at Mumbai.

1984 - C-DOT established for indigenous development and production of digital exchanges.

1985 - First mobile telephone service started on non-commercial basis in Delhi.

While all the major cities and towns in the country were linked with telephones during the British period, the total number of telephones in 1948 was only around 80,000. Even after independence, growth was extremely slow. The telephone was a status symbol rather than being an instrument of utility. The number of telephones grew leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in 1991, the year economic reforms were initiated in the country. While certain innovative steps were taken from time to time, as for example introduction of the telex service in Mumbai in 1953 and commissioning of the first [subscriber trunk dialing] route between Delhi and Kanpur in 1960, the first waves of change were set going by Sam Pitroda in the eighties. He brought in a whiff of fresh air. The real transformation in scenario came with the announcement of the National Telecom Policy in 1994. Emergence as a major player In 1975, the Department of Telecom (DoT) was separated from P&T. DoT was responsible for telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector was opened up by the Government for private investment as a part of Liberalisation-PrivatizationGlobalization policy. Therefore, it became necessary to separate the Government's policy wing from its operations wing. The Government of India corporatised the operations wing of DoT on 1 October 2000 and named it as Bharat Sanchar Nigam Limited (BSNL). Many private operators, such as Reliance Communications, AIRTEL Indicom, Vodafone, Loop Mobile, Airtel, Idea etc., successfully entered the high potential Indian telecom market.

Telephone On landlines, intra circle calls are considered local calls while inter circle are considered long distance calls. Currently Government is working to integrate the whole country in one telecom circle. For long distance calls, you dial the area code prefixed with a zero (e.g. For calling Delhi, you would dial 011-XXXX XXXX). For international calls, you would dial "00" and the country code+area code+number. The country code for India is 91. Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by BSNL. However private operators have now entered the fray, although their focus is largely on the cellular business which is growing rapidly. Telephony Subscribers (Wireless and Landline): 562.21 million (Dec

2009)[update] Cellphones: 525.15 million (Dec 2009)[update] Land Lines: 37.06 million (Dec 2009)[update] Broad Band Subscription: 7.83 million (Dec 2009)[update] Monthly Cellphone Addition: 19.20 million (Dec 2009)[update] Teledensity: 47.89% (Dec 2009)[update] Projected teledensity: 893 million, 64.69% of population by 2012.

History of Cellular Telephony in India Cellular Telephony The technology that gives a person the power to communicate anytime, anywhere has spawned an entire industry in mobile telecommunications. Mobile telephones have become an integral part of the growth, success and efficiency of any business / economy. The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption, development and deployment and evolution of the GSM standard for digital wireless communications. The GSM Association was formed as a result of a European Community agreement on the need to adopt common standards suitable for cross border European mobile communications. Starting off primarily as a European standard, the Group Special Mobile as it was then called, soon came to represent the Global System for Mobile Communications as it achieved the status of a world-wide standards. GSM is today, the worlds leading digital standard accounting for 68.5% of the global d igital wireless market. The Indian Government when considering the introduction of cellular services into the country, made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies / standards. Although cellular licenses were made technology neutral in September 2005, all the private operators are presently offering only GSM based mobile services. The new licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer their mobile services.

Cellular Industry in India The Government of India recognizes that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information Technology industry, but also has widespread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry. In the early 1990s, the Indian government adopted a new economic policy aimed at improving Indias competitiveness in the global markets and the rapid growth of exports. Key to achieving these goals was a world-class telecom infrastructure. In India, the telecom service areas are divided into four metros (New Delhi, Mumbai, Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India. The circles are further classified under A, B and C, with the A circle being the most attractive and C being the least attractive. The regulatory body at that time the Department of Telecommunications (DOT) allocated two cellular licenses for each metro and circle. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in 1995. The first cellular service was provided by, Modi Telstra in Kolkata in August 1995. For the auction, it was stipulated that no firm can win in more than one metro, three circles or both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while West Bengal and Assam had only one bidder each. In 1996, the Telecom regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha, and the president officially announced the TRAI ordinance on 25 January 2003. The government decided to set up TRAI to separate regulatory functions from policy formulation, licensing and telecom

operations. Prior to the creation of TRAI, these functions were the sole responsibility of the DOT. High licenses fees and excessive bids for the cellular licenses put tremendous financial burden on the operators, diverting funds away from network development and enhancements. As a result, by 2005 many operators failed to pay their licenses fees and were in danger of having their licenses withdrawn. In March 2005, a new telecom policy was put in place (New Telecom Policy 2005). Under this new policy, the old fixed-licensing regime was to be replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue were to be paid to the government. Wireless telephones The Mobile telecommunications system in India is the second largest in the world and it was thrown open to private players in the 1990s. The country is divided into multiple zones, called circles (roughly along state boundaries). Government and several private players run local and long distance telephone services. Competition has caused prices to drop and calls across India are one of the cheapest in the world. The rates are supposed to go down further with new measures to be taken by the Information Ministry. The mobile service has seen phenomenal growth since 2000. In September 2004, the number of mobile phone connections have crossed fixed-line connections. India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many smaller players, with operations in only a few states. International roaming agreements exist between most operators and many foreign carriers.

The breakup of wireless subscriber base in India as of December 2009[update] is given below

Operator Bharti Airtel

Subscriber base 118,864,031

Reliance Communications 93,795,613 Vodafone Essar BSNL Idea Cellular AIRTEL Teleservices Aircel MTNL MTS India Loop Mobile India Uninor All India 91,401,959 62,861,214 57,611,872 57,329,449 31,023,997 4,875,913 3,042,741 2,649,730 1,208,130 525,147,922

The list of ten states (including the metros Mumbai, Kolkata and Chennai in their respective states) with largest subscriber base as of September 2009[update] is given below

State Maharashtra Uttar Pradesh Tamil Nadu Andhra Pradesh West Bengal Karnataka Rajasthan Gujarat Bihar

Subscriber base Wireless density' 58,789,949 57,033,513 45,449,460 37,126,048 32,540,049 28,867,734 27,742,395 27,475,585 27,434,896 51.96 26.32 63.66 42.58 34.28 46.76 39.09 45.49 25.04 33.09 37.71

Madhya Pradesh 24,923,739 All India 471,726,205

Wireless density was calculated using projected population of states from the natural growth rates of 1991-2001 and population of 2001 census. Landlines Landline service in India is primarily run by BSNL/MTNL and Reliance Infocomm though there are several other private players too, such as Touchtel and AIRTEL Teleservices. Landlines are facing stiff competition from mobile telephones. The competition has forced the landline services to become more efficient. The landline network quality has improved and landline connections are now usually available on demand, even in high density urban areas. The breakup of wire line subscriber base in India as of September 2009[update] is given below

Operator BSNL MTNL Bharti Airtel

Subscriber base 28,446,969 3,514,454 2,928,254

Reliance Communications 1,152,237 AIRTEL Teleservices All India 1,003,261 37,306,334

The list of eight states with largest subscriber base as of September 2009[update] is

State Maharashtra Tamil Nadu Kerala Uttar Pradesh Karnataka Delhi West Bengal

Subscriber base 5,996,912 3,620,729 3,534,211 2,803,049 2,751,296 2,632,225 2,490,253

Andhra Pradesh 2,477,755

NOKIA

Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this Finnish telecommunications company is best known today for its leading range of mobile phones. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers. Nokia provides mobile communication equipment for every major market and protocol, including GSM, CDMA, and WCDMA. Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th century nearby and began using Nokia as its brand. Shortly after World War I Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. All three companies were merged as Nokia Corporation in 1967. The name Nokia originated from the river which flowed through the town of the same name (Nokia). In the 1970s Nokia became more involved in the telecommunications industry by developing the Nokia DX 200, a digital switch for telephone exchanges. In the 1980s, Nokia offered a series of personal computers called MikroMikko [1], however, these operations were sold to International Computers, Ltd. (ICL), which was later merged with Fujitsu-Siemens AG. Nokia also began developing mobile phones for the NMT network; unfortunately, the company ran afoul of serious financial problems in

the 1990s and streamlined its manufacturing of mobile phones, mobile phone infrastructure, and other telecommunications areas, divesting itself of other items, such as televisions and personal computers. In 2004, Nokia resorted to similar streamlining practices with layoffs and organizational restructuring, although on a significantly smaller scale. This, however, diminished Nokia's public image in Finland, and produced a number of court cases along with, at least, one television show critical of Nokia. Recently, Nokia joined other mobile phone manufacturers to embrace Taiwanese Original Device Manufacturers. Nokia signed a contract with BenQ, a Taiwanese Original Device Manufacturer, to develop three high-end mobile phones, which are scheduled to retail by the end of 2005. Nokia in the Region of Asia Pacific A leading player in mobile communications in the Asia Pacific, Nokia first started operations in the region in the early 1980s. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry in the region. Nokia's regional corporate headquarters is located at Alexandra Technopark in Singapore. As the regional hub for Nokia, it is a base from which over 700 staff provide leading-edge technology, product and solutions support to the 20 diverse markets and Nokia offices in the Asia Pacific. Nokia's regional treasury center - Nokia Treasury Asia - operates out of Singapore as an in-house bank for Nokia subsidiaries in the Asia Pacific region, while Nokia Research Centre - the corporate research unit - has offices in Japan and China. Nokia also manufactures products out of three major facilities in Masan, Korea, and Beijing and Dongguan in China. As of January 2004, Nokia streamlined its global organizational structure to strengthen its focus on convergence, new mobility markets and growth. To address emerging new business areas in the Mobility era while continuing to grow its

leadership in mobile voice communications, Nokia has four business groups to best meet the unique dynamics of each business. Mobile Phones offers a global range of highly competitive mobile phones for large consumer segments, and develops mobile phones for all major standards and customer segments in over 130 countries. It is responsible for Nokia's core mobile phones business, based mainly on WCDMA, GSM, CDMA and TDMA technologies. Mobile Phones focuses on bringing feature-rich, segmented mobile phones to the global market. Multimedia brings mobile multimedia to consumers in the form of advanced mobile devices and applications. Its products have features and functionality such as imaging, games, music, media and a range of other attractive content, as well as innovative mobile enhancements and solutions. Networks continues to offer leading-edge network infrastructure, technology and related services, based on major wireless standards to mobile operators and service providers. Focusing on the GSM family of technologies, the group aims at leadership in GSM, EDGE and WCDMA radio networks. Our networks have been installed in all major global markets that have adopted these standards. Networks is also a leading provider of broadband access and TETRA networks for professional users in the public safety and security sector. Enterprise Solutions provides a range of terminals and seamless mobile connectivity solutions based on end-to-end mobility architecture, dedicated to helping businesses and institutions worldwide improve their performance through extended mobility. Its end-to-end solution offerings range from business optimized mobile devices on the front end, to a robust portfolio of mobile business optimized gateways in the back end including: wireless email and internet, application mobility, message protection, virtual private networks, firewalls, and intrusion protection.

Companys Profile Nokia Corporation manufactures mobile devices principally based on global system for mobile communications, code division multiple access (CDMA), and wideband CDMA (WCDMA) technologies. The company operates in three divisions: Multimedia, Enterprise Solutions, and Networks. The Multimedia division focuses on bringing connected mobile multimedia to consumers in the form of advanced mobile devices, including 3G WCDMA mobile devices and solutions. The Enterprise Solutions division enables businesses and institutions extend their use of mobility from mobile devices for voice and basic data to secure mobile access, content, and applications. Its solutions include business-optimized mobile devices for end users, a portfolio of Internet portfolio network perimeter security gateways, and mobile connectivity offerings. The Networks division provides network infrastructure, communications, and networks service platforms and professional services to operators and service providers. Nokia connects people to each other and the information that matters to them with mobile devices and solutions for voice, data, imaging, games, multimedia, and business applications. The company also provides equipment, solutions, and services for its operator and enterprise customers. It sells its mobile devices primarily to operators, distributors, independent retailers, and enterprise customers worldwide. Nokia Corporation is based in Espoo, Finland. Product Historically, the thinking was: a good product will sell itself. However there are no bad products anymore in today's highly competitive markets. Plus there are many laws giving customers the right to 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.

Functionality: Quality Appearance Packaging Brand Service Support Warranty

Some of the Products that Nokia offers to Customers are:

Nokia N90

Nokia 9300 Nokia 8800

Nokia 7710

Nokia 7280

Nokia 7270

Nokia 6822

Nokia 6681

Nokia 6680

Nokia 6670

Nokia 6630

Nokia 6260

Nokia 6230i Nokia 6255 Nokia 6235 Nokia 3230

New Products Launching & Operating Highlights The Mobile Phones business group increased its consumer offering during the quarter with the introduction of new models in a range of form factors and designs. Highlights include: Nine new GSM models, including the Nokia 6280, our first mid-range WCDMA/3G phone. Four new CDMA models, growing our mid-range offering in CDMA. - Premium category devices: the Nokia 8800 and Nokia 8801 stainless steel slide phones. The Nokia 6270 slide phone: one of two new models with 2 mega pixel cameras. The Nokia 5140i camera phone: Nokia's first mobile device to comply with upcoming EU environmental legislation.

Two entry-level mobile phones, the Nokia 1110 and Nokia 1600, each offering technological features designed to reduce the total cost of ownership for users.

Price: 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 price is as old as mankind, the consumer is often still 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 approach. List Price: Discounts Financing Leasing Options Allowances.

Price of the Most Selling Mobile Phones of Nokia In the Market

Model Nokia 3230 Nokia 7610 Nokia 6230 Nokia 6630 Nokia 9300 Nokia 3660 Nokia 1100 Nokia 6610

Price Approx in Rs Rs.15,000 Rs.16,000 Rs.12,000 Rs.22,000 Rs.28,000 Rs.11,000 Rs.3500 Rs.6000

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

Promotion How are the chosen target groups informed or educated about the organization and its products? This includes all the weapons in the marketing armory - advertising, selling, sales promotions, 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. Advertising: Front Line Service Public Relations Message Direct Sales Sales Media Budget

People All people directly or indirectly involved in the consumption of a service are an important part of the extended marketing mix. Knowledge Workers, Employees, Management and other Consumers often add significant value to the total product or service offering. Process Procedure, mechanisms and flow of activities by which services are consumed (customer management processes) are an essential element of the marketing strategy. Nokia has rapidly moved from functionally oriented organisation to a business process oriented mode, and our information systems have not followed the change as fast as they should. To fill the gap, IM organisation must learn and implement working methods which enable the creation of business process oriented information systems. To satisfy these business needs, Nokia has introduced a new development approach for information systems development. These processes have been created and tested during the SPI. In 1996, the starting point of software engineering practices in Nokia Mobile Phones/Information Management was that there were no clearly defined processes to guide the software development according to the business needs. Requirement analysis was usually done with an ad-hoc style without a pre-defined process. For the technical design and implementation, there was a first version of project manual to follow. Technical environment from IT point of view at Nokia is great. Markets leading brands are utilized in every part of the company and personnels skill level is high in technical issues. In the SPI project, ICL ltd was selected as the vendor to provide a consulting point of view and to deliver their skills for business analysis and requirements specification areas. Business environment in telecommunication industry is fast moving and quite young, which means big challenges for information management: timing is crucial. Because of the changing environment, also organisation is changing rapidly. Change

is an every day phenomenon at Nokia, which helps a lot when changing working practices as a part the SPI. Skill set needed for the business and requirements analysis and other parts of the SPI is different from the technical expertise so common at Nokia. In order to succeed, some time for training was reserved during the SPI. The technical target environment for the SPI included a R/3 based standard package as the baseline project environment, a CASE tool to support the IM Process and an intranet environment where the results were shared.

Key Executives In The Company Mr. Jorma Ollila , 54 Chairman, Chief Exec. Officer and Chairman of the Group Exec. BoardAla-Pietil, 48 Mr. Pekka Pres, Head of Customer and Market Operations and Member of Group Exec. Board Mr. Olli-Pekka Kallasvuo , 52 Exec. VP, Pres of Mobile Phones, Gen. Mang. of Mobile Phones and Group Exec. Board Member Mr. Rick Simonson, 47

Pay $ 4.64M

Exercised $ 6.00K

$ 1.63M

$0

$ 1.41M

$0

N/A Chief Financial Officer, Sr. VP and Member of Group Exec. Board Mr. Pertti Korhonen , 44 Chief Technology Officer, Sr. VP and Group Exec. Board member SWOT Analysis of the Company: Nokia Strengths:

$0

N/A

$ 38.00K

Nokia has largest network of distribution and selling as compared to other mobile phone company in the world. It is backed with the high quality and professional team in the HRD Dept. The financial aspect is very strong in case of Nokia as it has many more profitable business. The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in the world. Wide range of products for all class. The re-sell value of Nokia phones are high compared to other companys product.

Weakness: Nokia has many strengths and some weakness. Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly. Not concern about the lower class f the society people. Not targeting promotion toward them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good. Opportunity: Nokia has ample of opportunity to expand its business. With the wide range in products, features and different price range for different people, it has an advantage over the competitors around. With the opportunity like Telecom penetration in India being at the peak time, Nokia has an opportunity to increase its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people as increased as well, so Nokia has to target right customer at right time to gain the most out of the situation. Threats: Nokia has many threats to tackle to maintain its position as market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Sony Eriksson, Cingular (U.S) etc. these companies have come to the stand of tough competition with Nokia in the field of Mobile Phones. Threats can be like providing cheap phones, new features, new style and type, good after sales service etc. So, Nokia has to keep in mind the growing competition around. Nokia has to make strategies to tackle problems in the present and the near future. The growing demand of WLL network can cause drop in sales for Nokia, as Nokia provides many less CDMA phones to the customer.

CHAPTER-III
THEORETICAL FRAME WORK

FUNCTIONS OF ADVERTISING For many firms advertising is the dominant element of the promotional mix particulars for those manufacturers who produce convenience goods such as detergent, non prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. it can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising is particularly effective in certain other spheres too such as: i) When consumer awareness of products or service is at a minimum. ii) When sales are increasing for all terms in an industry. iii) When a product is new and incorporates technological advance not strong and. iv) When primary buying motive exists. It performance the following functions: i) Promotion of sales ii) Introduction of new product awareness. iii) Mass production facilitation iv) Carry out research v) Education of people.

TYPES OF ADVERTISING Broadly speaking, advertising may be classified into two categories viz., product and institutional advertising. a) Product Advertising The main purpose of such advertising is to inform and stimulate the market about the advertisers products of services and to sell these. Thus type of advertising usually promote specific, trended products in such a manner as to make the brands seam more desirable. It is used by business government organization and private non-business organizations to promote the uses features, images and benefits of their services and products. Product advertising is sub-divided into direct action and indirect action advertising, Direct action product advertising wages the buyer to take action at once, ice he seeks a quick response to the advertisement which may be to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince reduction during clearance sale. Product advertising is sub-divided into direct & indirect action advertising & product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product. b) Institutional Advertising: It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favourable to the advertisers company. Its assignment is to make friends for the institution or organization. It is sub-divided into three categories: patronage, public, relations and public service institutional advertising. i. In patronage institutional advertising the manufacturer tells his prospects and customer about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convince buyers that his operation entitles him to the money spent by them.

ii.

Public relations institutional advertising is used to create a favourable image of the firm among employees, stock-holders or the general public.

iii.

Public service institutional advertising wages public support.

c) Other Types: The other types are as follows: i) Consumer advertising ii) Comparative advertising iii) Reminder advertising iv) Reinforcement advertising ADVERTISING OBJECTIVES The long term objectives of advertising are broad and general, and concern the contribution advertising should make to the achievement of overall company objectives. Most companies regard advertisingly main objective as hat of proving support to personal selling and other forms of promotion. But advertising is a highly versatile communications tools and may therefore by used for achieving various short and long term objectives. Among these objectives are the following: 1. To do the entire selling job (as in mail order marketing). 2. To introduce a new product (by building brand awareness among potential buyers). 3. To force middlemen to handle the product (pull strategy). 4. To build brand preference 9by making it more difficult for middleman to sell substitutes). 5. To remind users to buy the product (retentive strategy). 6. To publicize some change in marketing strategy (e.g., a price change, a new model or an improvement in the product). 7. To provide rationalization (i.e. Socially acceptable excuses). 8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing that the company is doing its share of promotion). 10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC). BENEFITS The functions of advertisement, and that purpose its ethics, may be discussion below: 1. It leads to cheaper prices. "No advertiser could live in the highly competitive arena of modern business if his methods of selling were more costly than those of his rivals." 2. It acquaints the public with the features of the goods and advantages which buyers will enjoy. 3. It increases demand for commodities and this results in increased production. Advertising: a) Creates and stimulates demand opens and expands the markets; b) Creates goodwill which loads to an increase in sales volume; c) Reduces marketing costs, particularly product selling costs. d) Satisfied consumer demands by placing in the market what he needs. 4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at a home. Information on a mass scale relieves the necessity of expenditure on sales promotion staff, and quicker and wider distribution leads to diminishing of the distribution costs. 5. It ensures the consumers better quality of goods. A good name is the breath of the life to an advertiser. 6. By paying the way for large scale production and increased industrialization, advertising contributes its quota to the profit of the companies the prosperity of the shareholder the uplifts of the wage earners and the solution of he unemployment problem. 7. It raises the standard of living of the general public by impelling it to use to articles of modern types which may add to his material well being. "Modern advertising has made the luxuries of yesterday the necessities of today It is a positive creative force in business. It makes two blades of grass grow in the business world where one grew before.

8. It establishes the goodwill of the concern for the test articles produced by it and in course of time they sell like not cakes consumer search for satisfaction of their needs when they purchase goods what they want from its beauty, superiority, economy, comfort, approval, popularity, power, safety,

convenience, sexual gratification and so on. The manufactures therefore tries to improve this goodwill and reputation by knowing the buyer behaviour. 9. To sum up it may be said that advertising aims at committing the producers, educating the consumer, supplementing the salesman converting the producer and the dealer to eliminate the competitor, but above all it is a link between the produce and the consumer. WHY & WHEN TO ADVERTISE Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for example a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in America it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the

house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales. DESIGNING ADVERTISING CAMPAIGN: An advertising is an organized series of advertising messages. It has been defined as "a planned, co-ordinate series of promotional efforts built around a central theme and designed to reach a specified goals." In other words, it is an orderly planned effort consisting of related but self contained and independent advertisements. The campaign may appear in one more media . it has single theme or keynote idea and a single objective or goal. Thus, "a unified theme of content provides psychological continuity throughout the campaign while visual and oral similarity provide physical continuity. In short run, all campaign want pre-determined psychological reaction in the long run, practically all campaigns have sales goal. The series of advertisements used in the campaign must be integrated with the sales promotional efforts and with the activities of the sales force. Campaign vary in length some may run only for a few days, other for weeks, yet other for a season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many factors influences campaign length such as competitors advertising media, policies, seasonal falls curves of the product involved, the size of the advertising funds, campaign objectives and the nature of the advertisers marketing programme.

OBJECTIVES OF CAMPAIGN The advertising campaign, especially those connected with the consumers aims at achieving these objectives: 1. To announce a new product or improve product. 2. To hold consumers patronage against intensified campaign use. 3. To inform consumers about a new product use. 4. To teach consumers how to use product. 5. To promote a contest or a premium offer. 6. To establish a new trade regional, and 7. To help solve a coca regional problem. 8. The institutional advertising campaign on the other hand, have these objectives. 9. To create a corporate personality or image. 10. To build a company prestige. 11. To keep the company name before the public. 12. To emphasize company services and facilities. 13. To enable company salesman to see top executive consistently when making sales calls, and 14. To increase friendliness and goodwill towards the company. Developing the campaign programmes. The advertising campaigns are prepared by the advertising agencies, which work an behalf of their clients who manufacture product or service enterprises, which have services to sell. The word campaign is used because advertising agencies approach their task with a sum Blanca of military fanfare in which one frequently hears words like target audience logistics, zero in and tactics and strategy etc. The account executive co-ordinates the work in a campaign. The creation of an advertising campaign starts with an exploration of consumers habits and psychology in relation to the product. This requires the services of statistical trained in survey techniques and of others trained in social psychology. Statisticians select samples for survey which are done by trained interviewers who visits individuals, included in the sample and ask question to find out about their taste and habits.

This enquiry often leads to a change in a familiar product. For instance bathing soap may come in several new colours or cigarette in a new packet or talcum powder in another size. Such interviews are often quite essential to find out the appeal of advertising message for a product that would be most effective with consumers. David Ogilvy describes a consumers survey to find out the most meaningful benefit in which women are interested when they buy a face cream. The largest preference as given to "Cleans deep into pores" followed in order of importance by prevent dryness, "is a complete beauty treatment, recommended by skin doctors" makes skin look younger' contains estrogenic hormones, pasteurized for purity, prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting come one of Helena Rubinstein's most successful face creams. We christened it deep cleanser, thus, building the winning form into name of the product. After getting the data the account executive puts together the essential elements of his clients brief, interprets the research findings and draws up what he calls the "advertising strategy". STAGE IN ADVERTISING CAMPAIGN Several steps are required to developed an advertising campaign the number of stages and exact order in which they are carried out may vary according to an organisations resources, the nature of its product and the types of audiences to be reached. The major stages/step are: 1. Identifying and analyzing the advertising. 2. Defining advertising objects. 3. Creating the advertising platform. 4. Determining the advertising appropriation. 5. Selection media plan.

6. Creating the advertising message. 7. Evaluating the effectiveness of advertising. 8. Organizing of advertising campaign. 1. Identifying & Analyzing the Advertising target: Under this step it is to decided as to whom is the firm trying to reach with the message. The advertising target is the group of people towards which advertisements are aimed at four this purpose complete information about the market target i.e. the location and geographical location of the people, the distribution of age, income, sex, educational level, and consumers attitudes regarding purchase and use both of the advertising product and competing products is needed with better knowledge of market target, effective advertising campaign can be developed on the other hand, if the advertising target is not properly identified and analyzed the campaign is does likely to be effective. 2. Determining the advertising objectives: The objectives of advertisement must be specifically and clearly defined in measurable terms such as "to communicate specific qualities about a particulars product to gain a certain degree of penetration in a definite audience of a given size during a given period of time", increase sales by a certain percentage or increase the firms market shares." The goals of advertising may be to: i) Create a favourable company image by acquainting the public with the services offered available to the employees and its achievements. ii) Create consumers or distributor awareness by encouraging requests providing information about the types of products sold; providing information about the benefits to be gained from use of the company's products or services; and indicating how product (or services) can be used;

iii)

Encourage immediate sales by encouraging potential purchasers through special sales contests, getting recommendation of professional people about company's products etc.

iv)

It secures action by the reader through associating ideas, repetition of the same name in different contexts, immediate action appeal.

3. Creating the Advertising platform: An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or more issues in the platform. A motorcycle producers advertising platform should contain issues which are of importance to consumers filling and such issues also be those which the competitive product do not posses. 4. Determining the Advertising Appropriation: The advertising appropriation is the total amount of money which marketer allocates. For advertising for a specific time period. Determining the campaign budget involves estimating now much it will cost to achieve the campaigns objectives. If the campaign objectives are profit relating and stated quantitatively, then the amount of the campaign budget is determined by estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to build a particular type of company image, then there is little basis for predicting either the campaigns effectiveness or determining the budget required. 5. Selecting the Media: Media selection is an important since it costs time space and money various factors influence this selection, the most fundamental being the nature of the target market segment, the type of the product and the cost involved. The distinctive characteristics of various media are also important. Therefore management should focus its attention on media compatibility with advertising objectives.

Media 1. i) Press Advertising or Print Newspapers

Form

City, Small town, Sundays, Daily, weekly, Fortnightly, quarterlies, financial and annuals, English, vernacular or regional languages. General or special, illustrated or otherwise, English, Hindi, Regional language.

ii) iii)

Magazines

Trade & Technical Journals, Circulated all over the country and among Industrial year books, the industrialist and business magnates. commercial, directories, telephone, Directories, references books & annuals. Direct Mail Circulars, catalogues, leaflets, brochures, booklets, folders, colanders, blotters, diaries & other printed material. Poster and bills on walls, railways stations platforms outside public buildings trains, buses. Spot, Sectional or national trade cost Movie Slides and films non theatrical and documentary films metal plates and signs attaches to trees. Sampling , couponing, free gifts, novelties, demonst-rations. Counter and widows display demonstration given by retailer or the advertises goods. Today, Internet advertising. is a big spot for

2.

3.

Outdoor or Traffic

4. 5.

Broadcast or radio and T.V. Publicity

6. 7.

House to house Dealer aids

8.

Internet

So these are the media of the advertising campaign of the selecting of the media.

6. Creating the Advertising Messages: This is an important stage of advertising campaign. The contents of the message has to be very carefully drafted in the advertisement. Characteristics of person in the advertising target influence the message content and form. An advertisers must use words, symbols and illustration that are meaningful, familiar and attractive to those persons. The type of media also influence the content and form of the message. 7. Evaluating the Effectiveness of Advertising: The effectiveness of advertising is measured for a variety of reasons: a) To determine whether a campaign accomplished its advertising objects. b) To evaluate the relative effectiveness of several advertisements to ascertain which copy, illustrations or layout is best. c) To determine the strengths and weaknesses of various media and media plans. In other words, measuring advertising effectiveness is needed to determine whether proposed advertisement should be used and if they will be now they might be improved; and whether going campaign should be stopped, continued or changed. In accomplishing these purposes, pretests and post test are conducted. The former tests before exposing target consumers to advertisements and the letter after consumers have been exposed to advertisements and the letter after consumers have been exposed to advertisements. For an effective advertising programme, the advertising manager requires a basic understanding of the medium that is going to carry it. For effectively using advertising the management must test advertising to know which of the advertisement to know which of the advertisement have proved profitable and why as compared to others.

CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION

1. TABLE SHOWING THE GENDER RATIO OF THE RESPONDENT

GENDER MALE FEMALE

NO OF RESPONDENTS 55 45

PERCENTAGE 55% 45%

60%

55%

50%

45%

40%

30%

20%

10%

0% MALE FEMALE

INTERPRETATION: Out of 100 respondents, 55 were male and 45 were female.

2. TABLE SHOWING AGE GROUP OF RESPONDENTS

AGE 15-25 26-35 36-45 Above 45


35%

NO OF RESPONDENTS 15 26 30 29

PERCENTAGE 15% 26% 30% 29%

30% 30% 26% 25% 20% 15% 15% 10% 5% 0% 15-25 26-35 36-45

29%

Above 45

INTERPRETATION: Out of 100 respondents, 15% were between the age of 15-25, 26% were between the age of 26-35, 30% were between the age of 36-45 and 29% were above 45.

3. TABLE SHOWING INCOME LEVEL OF RESPONDENTS

INCOME 5000-10000 10000-25000 25000-50000 50000-100000


50% 45% 45% 40% 35%

NO OF RESPONDENTS 45 30 15 10

PERCENTAGE 45% 30% 15% 10%

30% 30% 25% 20% 15% 15% 10% 10% 5% 0% 5000-10000 10000-25000 25000-50000 50000-100000

INTERPRETATION: Out of 100 respondents, 15% were between the income of 5000-10000, 30% were between the income of 10000-25000, 15% were between the income of 25000-50000 and 10% were above 50000.

4. EDUCATION QUALIFICATION

EDUCATION MATRICULATE INTERMEDIATE GRADUATE POSTGRADUATE

NO OF RESPONDENTS 25 39 19 15

PERCENTAGE 25% 39% 19% 15%

45% 40% 35% 30% 25% 25% 20% 15% 10% 5% 0% MATRICULATE INTERMEDIATE GRADUATE POSTGRADUATE 19% 15% 39%

INTERPRETATION: Out of 100 respondents 25 were matriculate, 39 were intermediate, 19 were graduate and 15 were postgraduate.

5. OCCUPATION OF RESPONDENTS

OCCUPATION BUSINESS PROFESSION STUDENT EMPLOYEE

NO OF RESPONDENTS 19 40 13 28

PERCENTAGE 19% 40% 13% 28%

45% 40% 40% 35% 30% 25% 20% 15% 10% 5% 0% BUSINESS PROFESSION STUDENT EMPLOYEE 19% 13% 28%

INTERPRETATION: Out of 100 respondents 19 were businessmen, 40 were professionals, 13 were students and 28 were employees.

6. WHICH BRAND OF MOBILE YOU ARE USING? OPINION NO OF RESPONDENTS 15 26 14 35 5 5

PERCENTAGE 15% 26% 14% 35% 5% 5%

LG SONY SAMSUNG NOKIA MOTOROLA OTHER


40%

35% 35% 30% 25% 20% 15% 15% 10% 5% 5% 0% LG SONY SAMSUNG NOKIA MOTOROLA OTHER 5% 14% 26%

INTERPRETATION: Out of 100 respondents 15 were users of LG, 26 were using SONY, 14 were using SAMSUNG, 35 were using NOKIA, 5 were using MOTOROLA and 5 were using others.

7. HAVE YOU SEEN THE ADVERTISEMENT OF NOKIA?

NO OF OPINION RESPONDEN TS YES NO NOT CLEAR 60 30 10 60% 30% 10% PERCENTAGE

70% 60% 60% 50% 40% 30% 30% 20% 10% 10% 0% YES NO NOT CLEAR

INTERPRETATION: Out of 100 respondents 60 respondents have seen the advertisement of Nokia, 30 respondents have not seen the advertisement of Nokia. 10 respondents are not clear.

8. THROUGH WHICH MEDIA YOU HAVE SEEN IT?

OPINION

NO OF RESPONDENTS 35 15 25 25

PERCENTAGE

TV NEWSPAPER MAGAZINE OTHERS


40% 35% 35% 30%

35% 15% 25% 25%

25% 25% 20% 15% 15% 10% 5% 0% TV NEWSPAPER MAGAZINE

25%

OTHERS

INTERPRETATION: Out of 100 respondents 35 have seen advertisement in TV, 15 in Newspaper, 25 in magazine, 25 in other media.

9. HOW MANY ADVERTISEMENTS YOU ARE AWARE REGARDING NOKIA?

OPINION

NO OF RESPONDENTS 25 9 11 55

PERCENTAGE

1 2 3 4
60%

25% 9% 11% 55%

55% 50%

40%

30% 25% 20% 9% 11%

10%

0% 1 2 3 4

INTERPRETATION: Out of 100 respondents 25 respondents know 1 advertisement of Nokia. 9 know 2 advertisements. 11 know 3 advertisements. 55 know 4 advertisements of Nokia.

10. WHAT ARE THE REASONS FOR CHOOSING THIS BRAND OF NOKIAMOBILE?

OPINION

NO OF RESPONDENTS 25 9 11 55

PERCENTAGE

FRIENDS RETAILERS BRAND IMAGE ADVERTISEMENT


60%

25% 9% 11% 55%

55% 50%

40%

30% 25% 20% 9% 11%

10%

0% FRIENDS RETAILERS BRAND IMAGE ADVERTISEMENT

INTERPRETATION: Out of 100 respondents 25 were influenced by friends, 9 were influenced by retailers, 11 were influenced by brand image and 55 were influenced by advertisements.

11. WHILE PURCHASING ANY MOBILE, ADVERTISING PLAYS ANY ROLE?

OPINION

NO OF RESPONDENTS

PERCENTAGE

YES

85

85%

NO

15

15%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

85%

15%

YES

NO

INTERPRETATION: Out of 100 respondents 85 respondents agreed that advertisements play a role in making purchase decision and 15% did not agree on that.

12. FROM WHERE DO YOU WATCH ADVERTISEMENTS OF THE NOKIA MOBILE THE MOST?

OPINION

NO OF RESPONDENTS 55 3 25 7 10

PERCENTAGE

TELEVISION RADIO NEWSPAPER MAGAZINE OTHER


60% 50% 40% 30% 20% 10% 0% TELEVISION RADIO 55%

55% 3% 25% 7% 10%

25%

7% 3% NEWSPAPER MAGAZINE

10%

OTHER

INTERPRETATION: Out of 100 respondents 55 respondents replied Television is the source of advertisement, 3 replied as Radio, 25 replied as Newspapers as the source of awareness, 7 members replied that Magazines as the source of awareness and 10 members are replied others are their source of awareness.

13. WHY DO YOU LIKE THE ADVERTISEMENT OF NOKIA?

OPINION BECAUSE OF GOOD MUSIC ITS THEME AND MAKING IS APPEALABLE BECAUSE IT HAS FILM STARS OTHER
60% 50% 50% 40% 30% 20% 10%

NO OF RESPONDENTS 50

PERCENTAGE 50%

35

35%

15 0

15% 0%

35%

15% 0%

0% BECAUSE OF GOOD MUSIC ITS THEME AND MAKING IS APPEALABLE BECAUSE IT HAS FILM STARS OTHER

INTERPRETATION: Out of 100 respondents 50 liked the advertisements of Nokia because of good music, 35 liked advertisements because of its theme and making, 15 liked the advertisements because it has film stars.

14. DO YOU THINK ADVERTISEMENT IS NECESSARY FOR THE SALE OFMOBILES?

OPINION

NO OF RESPONDENTS

PERCENTAGE

YES

85

85%

NO

15

15%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

85%

15%

YES

NO

INTERPRETATION: Out of 100 respondents 85 respondents agreed that advertisement is necessary for the sale ofmobiles. 15 felt that advertisement is not necessary.

15. THE EXPENDITURE INCURRED ON ADVERTISING OF NOKIA IS SUCH EFFECTIVE THAT IT ADDS TO PROFIT

OPINION YES NO UNDECIDED

NO OF RESPONDENTS 70 24 6

PERCENTAGE 70% 24% 6%

80% 70% 70% 60% 50% 40% 30% 20% 10% 0% YES NO UNDECIDED 6%

24%

INTERPRETATION: Out of 100 respondents 70 agreed that expenditure incurred on advertising of Nokia is such effective that it adds to profit. 24 disagreed with it. 6 respondents are not clear.

16. WHICH MOBILE COMPANY HAS GOOD ADVERTISING?

OPINION SONY NOKIA SAMSUNG MOTOROLA LG OTHER


35% 30% 25% 25%

NO OF RESPONDENTS 25 32 15 8 20 0

PERCENTAGE 25% 32% 15% 8% 20% 0%

32%

20% 20% 15% 15% 10% 5% 0% SONY NOKIA SAMSUNG MOTOROLA LG 8%

INTERPRETATION: Out of 100 respondents 25 liked the advertisements of Sony, 32 liked advertisements of Nokia, 15 liked the advertisements of Samsung, 8 liked the advertisements of Motorola and 20 liked the advertisements of LG.

17. IS ADVERTISING EFFECTIVENESS NECESSARY FOR COMPANY?

OPINION YES NO NOT CLEAR

NO OF RESPONDENTS 75 25 0

PERCENTAGE 75% 25% 0%

80% 70% 60% 50% 40% 30% 20% 10%

75%

25%

0% 0% YES NO NOT CLEAR

INTERPRETATION: Out of 100 respondents 75 agreed that advertising effectiveness is necessary. 25 respondents felt that it is not necessary.

18. DO YOU THINK THAT ADVERTISEMENT MADE BY NOKIA GIVES PROPER INFORMATION ABOUT THEIR PRODUCTS?

OPINION YES NO UNDECIDED

NO OF RESPONDENTS 70 24 6

PERCENTAGE 70% 24% 6%

80% 70% 70% 60% 50% 40% 30% 20% 10% 0% YES NO UNDECIDED 6%

24%

INTERPRETATION: Out of 100 respondents 70 were in favor of that advertisements provides information about the products, 24 were not in favor of that and 6 were not able to decide.

19. BASED ON ADVERTISEMENTS MADE BY NOKIA, WOULD YOU LIKE TO PURCHASE MORE PRODUCTS FOR YOU OR YOUR FAMILY IN FUTURE?

OPINION

NO OF RESPONDENTS 74 22

PERCENTAGE

YES NO

74% 22%

UNDECIDED

4%

80% 70% 60% 50% 40% 30%

74%

22% 20% 10% 0% YES NO UNDECIDED 4%

INTERPRETATION: Out of 100 respondents 74 respondents agreed that they would purchase the products on the basis of advertisement made by Nokia, 22 did not agree and 4 were not able to decide.

20. WHAT IS YOUR OVERALL OPINION OF THE ADVERTISEMENTS OF NOKIA?

OPINION HIGHLY EFFECTIVE EFFECTIVE NEUTRAL INEFFECTIVE HIGHLY INEFFECTIVE


60% 50% 40% 30% 22% 20% 49%

NO OF RESPONDEN TS 49 22 10 10 9

PERCENTAGE 49% 22% 10% 10% 9%

10% 10% 0% HIGHLY EFFECTIVE EFFECTIVE NEUTRAL

10%

9%

INEFFECTIVE

HIGHLY INEFFECTIVE

INTERPRETATION: Out of 100 respondents 49 respondents agreed that the advertisements of Nokia are highly effective. 22 agreed as effective. 10 are neutral about the matter. 10 agreed as ineffective. 9 respondents agreed the advertisements of Nokia as highly ineffective.

CHAPTER-V
FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS
1. 35% of the respondents are using Nokia mobiles. 2. 35% of the respondents have seen the advertisement of Nokia in TV. 3. Through advertisement only 55% of the respondents purchased the product. 4. 85% of the people believe that advertisements play a role while making purchase decision for electronic goods. So the companies should handle the advertising properly and should try to deliver the information properly. 5. 50% of the respondents like the advertisement of Nokia because of good music and they think that advertisement is necessary for the sale of electronic goods. 6. 32% of the respondents opted that Samsungs advertisement is more effective. 7. 70% of the respondents think that advertisement made by Nokia gives proper information regarding the product.

SUGGESTIONS
1. Information need to communicate to the customers regularly for better feedback from customers. 2. The Companies has to focus more on Television ads & Newspapers ads to increase the effectiveness of the ads. 3. The Advertisements has to provide all the relevant information to the customers which are necessary for them. 4. The Companies need to focus on rural areas while designing advertisement campaign. 5. The other companies try to make advertisements which can connect to the customers. 6. The companies are advised to try to deliver all the information about the plans and offers through advertisements.

CONCLUSION
The purpose of the study is well achieved. The main area of the study is to study the Advertising effectiveness of Nokia and its impact on customers. The project gives us the details on advertising its importance, managing advertising decisions and types of advertising, how it helped in the growth in ad volumes of business, The real aim of the project is to study the effectiveness and response towards advertisements provided by major players. The project tells us how customers are attracted towards the advertisement of electronic and services. It helped us to analyse the growth in ad volumes of mobiles by Nokia.

QUESTIONNAIRE
Name _________________________________________ 1. Gender: (a) Male (b) Female 2. Age: (a) 15-25 (b) 26-35 (c) 36-45 (d) Above 45 3. Income (a) 5000-10000 (b) 10000-25000 (c) 25000-50000 (d) 50000-100000 4. Education qualification: (a) Matriculate (b) Intermediate (c) Graduation (d) Postgraduate

5. OCCUPATION (a) Business (b) Profession (c) Student (d) Employee 6. Which brand of mobile you are using? (a) LG (b) Nokia (c) Samsung (d) Sony (e) Motorola (f) other 7. Have you seen the advertisement of Nokia? (a) Yes (b) No (c) Not clear 8. Through which media you have seen it? (a) TV (b) Newspaper (c) Magazine (d) Others 9. How many types of advertisements you are aware regarding Nokia? (a) 1 (b) 2 (c) 3

(d) 4

10. What are the reasons for choosing this brand of products? (a) Friends. (b) Retailers. (c) Brand image (d) Advertisement 11. While purchasing a connection advertising plays any role? (a) Yes (b) No 12. From where do you watch advertisements of Nokia the most? (a) Television (b) Radio (c) Newspaper (d) Magazines (e) Other 13. Why do you like the advertisement of Nokia? (a) Because of good music (b) Its theme and making is appealable (c) Because it has film stars (d) Others

14. Do you think advertisement is necessary for the sale of mobiles? (a) Yes (b) No

15. The expenditure incurred on advertising of Nokia is such effective that it adds to profit? (a) Yes (b) No (c) undecided 16. Which mobile company has good advertising? (a) sony (b) LG (c) Samsung (d) Nokia (e) Motorola (f) Other 17. Is advertisement effectiveness necessary for the company? (a) Yes (b) No (c) Not clear 18. Do you think that advertisement made by Nokia gives proper information about their products? (a) Yes (b) No (c) Undecided 19. Based on advertisements made by Nokia, would you like to purchase more products for you or your family in future? (a) Yes (b) No (c) Undecided 20. What is your overall opinion of the advertisements of Nokia? (a) Highly effective (b) Effective (c) Neutral (d) Ineffective

(e) Highly ineffective

BIBLIOGRAPHY
Websites: www.google.com Newspapers: Dainik Bhaskar Rajasthan Patrika The Times Of India Books: Advertising management by Rajeev Batra & John Myers Advertising and promotion by George & Michal Belch

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