EXECUTIVE SUMMARY

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. large multinational vendors.

.W i t h l o w m o b i l e p e n e t r a t i o n a n d f a v o r a b l e g o v e r n m e n t p o l i c i e s , o r i g i n a l mobile phoneequipment manufacturing manufacturers facilities are increasingly in setting up

India.

InJ a n u a r y 2 0 0 6 , N o k i a i n i t i a t e d o p e r a t i o n s i n i t s C h e n n a i u n i t , s e t t i n g a r e c o r d w i t h t h e 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 boostto 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 6.57Million mobile subscribers signed up for services. The figure for mobile users in the sub-continent at the start of June 2009 was 178 Million. 2

Started on a slow note, mobile manufacturing in India has now picked up pace to the extentthat it is now posing a threat to China as a base for low-cost handset production. A ResearchFirm highlighted that in past 12 months between May 2008 and 2009, India-produced unitsshot up by 68%. NEED OF THE STUDY To know the brand awareness and brand preference of nokia

h a n d s e t s i n t h e v i e w o f customers and also to know the marketing strategies followed by the companies to tap

them a r k e t , t a r g e t s e g m e n t , b a s i s o f c h o o s i n g t h e t a r g e t g r o u p , t h e c u s t o m e r p r e f e r e n c e s associated with the product and existing distribution channels of the company. Advertisingstrategies followed to tap the target market and how the company became a local brand.T h e d a t a c o l l e c t i o n w a s m a i n l y d o n e t h r o u g h s e c o n d a r y d a t a t h r o u g h t h e h e l p o f v a r i o u s magazines and searching through internet. MAJOR FINDINGS DURING THE STUDY Nokia is still the market leader with a large portion of market share nearly 49% followedby 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, B r a n d B u i l d i n g , Distribution, made for India Products that is Going Local. In order to tap the rural market and beat the competition NOKIA brought some specialmobile Phones in the market with some value added services like Saral Mobile Sandeshand they are also implementing the idea of shared mobile phone offered through a localvillage entrepreneur with the help of NGOs to increase the penetration lev VV