`

PROJECT REPORT
ON
PRODUCT AND SERVICES OF
NOKIA
SUBMITTED IN PARTIAL FULFILLMENT FOR
THE AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
2009-2012

SUBMITTED BY : PRABHJOT KAUR

SUBMITTED TO :MR.RAVI BHUSHAN
Enrollment no.ODL/09/403/063
BBA(III)rd YEAR-JAMIA
1

STUDENT UNDERTAKING

This is to certify that I have completed the Project titled Product

and Services of Nokia in Guru Gobind Singh College under the
guidance of Mr.Ravi Bhushan in partial fulfillment of the
requirement for the award of degree of Bachelor of Business
Administration at Guru Gobind Singh College, Delhi. This is an
original piece of work & I have not submitted it earlier elsewhere.

Prabhjot Kaur
(Name of the Student)

CERTIFICATE
This is to certify that the project titled Product and Services of

Nokia is an academic work done by Prabhjot Kaur submitted

in the partial fulfillment of the requirement for the award of the
degree of Bachelor of Business Administration from Guru Gobind
Singh College, Delhi, under my guidance & direction. To the best
of my knowledge and belief the data & information presented by
him in the project has not been submitted earlier.

MR.RAVI BHUSHAN
(Name of the Faculty G
3

AKNOWLEDGEMENT
Success is an effort bounded activity that involves co-operation of
all.
I hereby take the opportunity to express my profound sense of
gratitude and reverence to all those who have helped and
encouraged me towards successful completion of the Project
Report. It has been a great experience working on the Product and
Services of Nokia. It gives me complete insight of this concept of
marketing and its application.

I would like to thank my Project Guide Mr.Ravi Bhushan for her

immense guidance, valuable help and the opportunity provided to
me to complete the project under her guidance.

I would like to thank all faculty members of Guru Gobind Singh

College for guiding and supporting me in the completion of project
from time to time.

Last but not the least, my gratitude to great almighty and my

parents without whose concerned and devoted support the project
would not have been the way it is today.
4

Executive Summary
The project aims at understanding the Product and Services of
Nokia and its impact on the Indian Mobile Handset industry.
Research has demonstrated conclusively that it is far more costly to
win a new customer than it is to maintain an existing one. And
there is no better way to retain a customer than to exceed his
expectations. For this purpose it is essential to know the level of
customer satisfaction. The focus of my research was the
measurement of customer satisfaction level for the products
provided by Nokia. The research was done for the complete insight
of this concept of marketing and its application of Nokia. My job
was only to represent the Corporate Sales Dept. and collect the
feedback from the clients. There can be no better opportunity to
interact with the external as well as the internal customers of an
organization. Finally the results of the research verify the fact that
keeping the customer satisfied is the best strategies to not only

retain the existing customers but also to expand the business to

new horizons

TABLE OF CONTENTS
CHAPTER..:1-Introduction
1.1-History of cellular telephony in India
1.1.1-Cellular telephony
1.1.2-Cellular industry India

2-Industry profile
2.1-Key Players of Mobile Phone

2.2-Objective of the Study

2.3-Research methodology
2.4-Data Collection
2.5-Primary Data
*-Questionnaire method
*-Sample size
*-Data completion and analysis
2.6-Secondary data
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2.7-Limitations

3-Company Profile
3.1-Story of Nokia
3.2-How it all began
3.3-Three companies which merge to form Nokia cooperation
3.4-Mobira city man: birth of a classic

3.5-G.S.M: a mobile future opens up

3.6-Nokias signature sound
3.7-Leading the world
3.8-3G: faster connections, more applications
3.9-The Nokia, N Series; a new generation
3.10- Nokia today
3.11-Stucture of Nokia
3.12-Production
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3.13-Joint Ventures
3.14-Financial
3.14.1-Key data
3.14.2-Markets
3.14.3-10 Major markets, net sales

3.15-Personnel
3.15.1-10 Major countries, personnel
3.16- Acquisitions
3.17-Some of the Nokias major products

4-Marketing Strategies
4.1-Pricing
4.2-Production
4.3-Distribution

5- Data Analysis and Interpretation

5.1- Number of users of Cell Phones
5.2-Numbers of users of Nokia Mobiles
5.3-Influence for Purchase
5.4-Table showing the preferred attribute of Nokia
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5.5-Is Nokia Value for Money??

5.6-Satisfaction level of the customers
5.7-Table showing the satisfaction level of the customers on the
basis of its Price
5.8-Table showing the satisfaction level of the customers on the
basis of its Variety
5.9-Interpretation

6- Conclusion and Recommendation

6.1- Conclusion
6.2-Recommendations
6.3-Biblography
6.3.1-Internet
6.3.2-Book
6.4-Annexure
6.4.1-Quesionnaire

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CHAPTER-1

Introduction
12

13

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
telecommunication. 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
14

System for Mobile Communications as it achieved the status of a

world-wide standard. GSM is today, the world's leading digital
standard accounting for 68.5% of the global digital 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
4thcellular 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 worldclass 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.

15

16

CHAPTER 2

Industry Profile

17

18

Industry Profile
Growth in India's mobile sector, from a humble start in the mid1990s, has really picked up pace in recent years, aided by higher
subscriber volumes, lower tariffs and falling handset prices. Home
to a clutch of global operators working with local companies, India
had almost 350 million mobile subscribers (including GSM &
CDMA) in early 2008.
The market was growing at an annual rate of around 60% and
while the ARPU has been steadily declining as competing
operators offer cheaper tariffs the usage levels have been high, thus
slowing the decline of ARPU. By 2008 there was a major push to
take mobile services into the poorer and rural areas of the country.
Driven by cheap call rates, low handset prices and rising incomes
among the estimated 300 million of the population that are
described as the country's middle class, the boom in India's mobile
market was continuing into 2008. Also operators were increasingly
eyeing the poorer rural areas a potential markets for their services.
India has continued to attract a lot of attention in the global
telecom sector, especially from foreign players interested in
entering the Indian market.

19

India's mobile market finished in the 2007 year strongly with over
233 million subscribers in the sector according to the telecom
regulator's figures which cover GSM, CDMA and Wireless Local
Loop (WLL). The Telecom Regulatory Authority (TRAI)
announced that the country had added a record 8.32 million
subscribers during November 2007, up from 8.05 million one
month previously. This was followed by 8.16 million in December.

India's mobile operators have been attracting new customers with

call rates as low as US$0.01 a minute and by offering cheap
handsets. While offering some of the lowest tariffs in the world,
the market also had the highest usage in the world with the average
customer using 500 minutes a month. In the meantime, the fixed
line segment experienced falling numbers, with the overall base
dropping to 39.3 million by the year end.

There was much evidence by early 2008 of the continuing global

interest in the Indian telecom market. With the market showing
some of the most consistent growth in the world throughout 2007,
it has been the focus of much attention by both foreign and
domestic players. Vodafone arrived on the scene with a
considerable impact, having successfully acquired Hutchison
Telecom's 67% stake in Hutchison Essar for US$11.1 billion -- one
20

of the largest ever single foreign investments in India. UK

incumbent BT also boosted its presence in India in 2007,
expanding the footprint of its managed network services and IT
operations in the country through its acquisition of i2i Enterprise.

By the end of 2004 and ten years after India had launched mobile
services, India had 47.4 million mobile subscribers, up from 28
million a year earlier, after the national subscriber base had grown
by 168per cent in 2004. A total of 19.2 million mobile subscribers
were added in 2004, compared with 17.5 million in 2003. GSM
operators added more than 1.5 million subscribers in 2004 to end
up with 37.4 million at the end of the year. CDMA operators had
9.9 million at end-2004, up from 6.2 million at the end of 2003.

The Telecom Regulatory Authority (TRAI) announced in April

2005 that the fiscal year ending March 2005 had seen what it
described as 'unprecedented growth' in telecoms service in India,
with mobiles leading the way with 55 per cent growth rate. The
main driver for the continuing high growth since 1996 had been
the falling tariffs in a sector where the mobile operators have been
prepared to lose money to keep or win market share and have
consequently been fighting a fierce price war. Facing the prospect
of subscriber growth reaching saturation point in the larger cities,
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the country's mobile operators were increasingly eyeing the vast

rural market in the next step in boosting mobile phone growth.

In March 2005 it was reported that the average per minute charge
for mobile services in India declined by 58 per cent to 1.20 rupee
(US$0.27) during the quarter ending December 2005, compared
with 1.90 Rupee (US$0.043 during the previous quarter.

22

As an indication of how the Indian mobile market was expanding,

In May 2005 LG Electronics India announced plans to build a
GSM handset manufacturing plant in Ranjangaon near Pune as part
of plans to produce 20 million GSM handsets by2010. The
company said the facility was part of LG's plans to make India its
global export hub. Sony-Ericsson also said it saw significant new
growth areas in emerging markets like India which were helping
drive sales of mobile phones.

There were 149.5 million mobile subscribers in India by December

2006, representing a penetration of 13.6 per cent. Close to 74
million subscribers were added in 2006 and according to TRAI,
making it one of the most attractive markets in the world for
mobile operators and wireless equipment vendors alike. The
Cellular Operators Association of India (COAI) reported that the
country's nine GSM operators added 47 million subscribers in
2006 whilst The Association of Unified Telecom Service Providers
(AUSPI) reported the four CDMA-based operators added 25
million during 2006.

India's mobile operators committed to investments of about US$20

billion over a two year period to 2009 to bring over 80 per cent of
the population under mobile coverage. The planned investment,
23

announced in April 2007, was 50 per cent higher that what had
been invested in the 12 year period to 2006. In anticipation of the
huge potential in both mobile penetration and the coverage area of
the networks, operators were planning a total capital expenditure of
US$10 billion each of fiscal 2008 and 2009. It was generally
agreed that significant growth opportunities existed in the rural
areas, where penetration remained around 1 per cent while
worthwhile growth prospects also remained in the urban areas
where penetration was running at 40 per cent at the time.
Furthermore, it was expected that mobile revenues would be
substantial enough to support the huge CAPEX committed to the
sector.

The mobile market in India continued its strong growth through

2007 and looked to be carrying a 50 per cent annual growth rate
into 2008. While the market was initially totally a GSM domain,
CDMA technology was introduced as a Wireless Local Loop
(WLL) service, which after a long battle with the regulator was
eventually accepted as a legal mobile service. The subscriber base
has developed into a fairly stable mix of GSM subscribers, (74 per
cent market share at end-2007) and CDMA subscribers (24
percent). The regulator initially referred to these CDMA service as
WLL (Mobile), or WLL (M). These CDMA services were
24

differentiated from WLL (Fixed), or WLL (F) services, which at

the time were being included as part of the fixed-line segment of
the market. In 2006, TRAI started putting the emphasis on the
'wireless' in WLL in WLL (F) and grouped all WLL services with
'mobile' services.

Although well behind China a terms of the total size of its mobile
subscriber base, a comparison of net growth by end 2006 was
interesting. Chain added a total of just fewer than 6.1 million
subscribers in December 2006, bringing the total additions for the
December quarter to just less than 18 million; India, by contrast,
added 6.25 million in December to being the total number of
additions to 19.5 million for the quarter.

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Key players of mobile phones

Nokia
Motorola
Samsung Mobile
Tata Indicom
Reliance Infocomm.
Sony Ericsson
Virgin mobile
Sony
LG

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OBJECTIVES OF THE STUDY

The purpose of research is to discover answers to questions
through the application of scientific procedures. The main aim of
research is to find out the truth which is hidden and which has not
been discovered as yet. Though each research study has its own
specific purpose but the research objectives can be listed into a
number of broad categories, as following:
To understand consumer preferences and also determine the level
of satisfaction of the customers of NOKIA.
To study the overall scenario currently prevailing in the market.
To understand the product and services of NOKIA.
To come out with conclusion and suggestions based on the analysis
and interpretation of data.
To study and analyze various factors influence the consumers to
purchase the Nokia mobile.

27

To analyze the factors influencing perception and buying

decision of consumers.

SCOPE OF THE STUDY

The study attempts to identify the reach of Nokia mobile which
would
help
the company in formulating the suitable strategies. The study also
identifies
the attitudes and preferences of the consumers.

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Research Methodology
While making a study we very often look for what type of research
methodology is to be used in this type of study. For
implementation of a proper research methodology we have to first
understand the meaning of research.

Research is a process with the help of which new concepts arises.

It is the increase in the actual knowledge stock. It can be called as
movement from known to unknown and vice versa. It is also a
continuous process. It is a scientific as well as systematic process,
which includes defining and redefining the problem to develop
hypothesis, to collect and define the information/data, to analysis
the information and bring out the mother of Discovery. An
individual makes the effort in research and society or public takes
its benefits because the results are usually generalized.

29

Data collection
The word data means any raw information, which is either
quantitative or qualitative in nature, which is of practical or
theoretical use. The task of data collection begins after a research
problem has been defined and research design chalked out. While
deciding about the method of data collection, the researcher should
keep in mind that there are two types of data primary and
secondary.

1. Primary data
Primary data is the data which is collected by the researcher
directly from his own observations and experiences. For example,
if the researcher conducts a survey for the collected of data then it
is known as primary data.

Questionnaire method
For the collection of primary data I used questionnaire method. A
formal list of questions, which are to be asked, is prepared in a
questionnaire and questions are asked on those bases.

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Sample Size
It gives the target population that will be sampled. This research
was carried in New Delhi & NCR. There were 25 respondents.

Data Completion & Analysis

After the data had been collected, it was tabulated and findings of
the project were presented followed by analysis and interpretation
to reach certain conclusions.

2. Secondary data
Secondary data is the data that have been already collected by and
readily available from other sources. Such data are cheaper and
more quickly obtainable than the primary data and also may be
available when primary data cannot be obtained at all.

The data collected for this project has been taken from the
secondary source.
Sources of secondary data are: Internet
Magazines
Publications
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Newspapers

Broachers

32

LIMITATIONS
Research work was carried out in Delhi & NCR only.
The findings may not be applicable to the other parts of
the country because of social and cultural differences.
Shortage of time.
The views of the people are biased therefore it doesnt
reflect true picture.
Some of the respondents were not cooperative.
The sample size is confined to 25.
The consumers attitude may change in future due to change
in their
standard of living.
The reliability and scope of survey greatly relies on the
cooperation of the respondents.

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34

Chapter 3
Company Profile

35

Story of Nokia
Follow the story of Nokia - a century and a half of innovation,
from a riverside paper mill in southwestern Finland to a global
telecommunications leader.

Nokias first century: 1865-1967

From roots in paper, rubber, and cables, in just over 100 years
Nokia becomes a powerful industrial conglomerate...

The move to mobile: 1968-1991

36

The newly formed Nokia Corporation is ideally positioned for a

pioneering role in the early evolution of mobile communications...

Mobile revolution: 1992-1999

As mobile phone use booms, Nokia makes the sector its core
business. By the turn of the century, the company is the world
leader...

Nokia now: 2000-today

37

Nokia sells its billionth mobile phone as the third generation of

mobile technology emerges...

Nokias first century: 1865-1967

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

1865: The birth of Nokia

Fredrik Ides tam establishes a paper mill at the Tammerkoski
Rapids in south-western Finland, where the Nokia story begins.

1898: Finnish Rubber Works founded

38

Eduard Poln founds Finnish Rubber Works, which will later

become Nokia's rubber business

1912: Finnish Cable Works founded

Arvid Wickstrm starts Finnish Cable Works, the foundation of
Nokia's cable and electronics businesses.

1937: Verner Weckman, industry heavyweight

Former Olympic wrestler Verner Weckman becomes President of
Finnish Cable Works.

1960: First electronics department

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Cable Works establishes its first electronics department, selling

and operating computers.

1962: First in-house electrical device

The Cable Works electronics department produces its first in-house
electrical device - a pulse analyzer for nuclear power plants.

1967: The merger

Nokia Ab, Finnish Rubber Works and Finnish Cable works
formally merge to create Nokia Corporation.

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How it all began

Nokia started by making paper the original communications
technology. The history of Nokia goes back to 1865. That was
when Fredrik Idestam built a wood pulp mill on the banks of the
Tammerkoski rapids, in southern Finland. A few years later, he
built a second mill by the Nokianvirta River the place that gave
Nokia its name.
Who was Fredrik Idestam? A mining engineer by trade, Idestam
brought a new, cheaper paper manufacturing process to Finland
from Germany.
It was a great success. Idestams invention won a bronze medal at
the Paris World Exposition in 1867, and he is considered to be the
father of Finlands paper industry.
Ides tam named his company Nokia Ab in 1871 Nokia Ab added
electricity generation to its business activities in 1902
Did you know? The Nokianvirta River is named after a dark, furry
animal that was locally known as the Nokia a type of marten.

Verner Wecknan, Industry Heavyweight

Company president was Finlands first Olympic champion. In
1937, Verner Weckman became President of one of Nokia
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Corporations founding companies, Finnish Cable Works, after 16

years as its Technical Director.
Weckman had worked as a mining engineer in Russia from 1909 to
1921. His knowledge of the Russian language and culture, as well
as his industry connections, proved crucial when Finnish Cable
Works started exporting products to the Soviet Union after the
Second World War. Award-winning athlete Weckman was also a
world-class light-heavyweight wrestler and Finlands first Olympic
Gold medalist. He won the wrestling World Championship in
1905.
He won Olympic gold medals in wrestling at the 1906 Games in
Athens and the 1908 games in London.
Did you know? Finish Cable Works supplied cables to the Soviet
Union as part of Finlands war reparations after WWII. This gave
the company a good foothold for later trade.

Cable goes Electric

TVs and computers the first electronics boom Finnish Cable
Works, already working closely with Nokia Ab and Finnish
Rubber Works, branched out into electronics in the 1960s.In 1962,
it made its first electronic device in-house: a pulse analyzer
designed for use in nuclear power plants. The companys
42

involvement with telecommunications systems also began in the

60s, and it 1963 it started to develop radio telephones for the army
and the emergency services. The electronics department went on to
sell mainframe computers and run a computer center to cater for
the companys IT needs.
Nokia would later make:
TVs by 1987 Nokia would be the third largest TV manufacturer
in Europe
Computers the MikroMikko became the best known computer
brand in Finland
Radio telephones
Data transfer equipment
Radio links and analyzers
Digital telephone exchanges
Changing times
Nokia would eventually leave consumer electronics behind in the
1990s. But the telecommunications expertise it developed from the
1960s onwards would become the core of its future work.

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Three companies merge to form Nokia

Corporation
Merger paves the way for Nokias future as a global corporation
The merger of three companies created Nokia Corporation. These
were:
Nokia Ab
Finnish Cable Works
Finnish Rubber Works
The companies, which had been jointly owned since 1922,
officially merged in 1967. At the time, Nokia Ab was the smallest
of the three.

The new Nokia Corporation had five businesses:

Rubber
Cable
Forestry
Electronics
Power generation
Each business had its own director who reported to the first Nokia
Corporation President, Bjrn Westerlund. As the president of
Finnish Cable Works, he had been responsible for setting up the

44

companys first electronics department, sowing the seeds of

Nokias future in telecommunications.

45

The move to mobile: 1968-1991

The newly formed Nokia Corporation was ideally positioned for a
pioneering role in the early evolution of mobile communications.
As European telecommunications markets were deregulated and
mobile networks became global, Nokia led the way with some
iconic products...

1979: Mobira Oy, early phone maker radio telephone company

Mobira Oy begins life as a joint venture between Nokia and
leading Finnish television maker Salora.

1981: The mobile era begins Nordic Mobile Telephone (NMT), the
first international mobile phone network, is built.

46

1982: Nokia makes its first digital telephone switch Nokia DX200,
the companys first digital telephone switch, goes into operation.

1984: Mobira Talkman launched Nokia launches the Mobira

Talkman portable phone.

1987: Mobira Cityman birth of a classic.

Nokia launches the Mobira Cityman, the first handheld NMT
phone.

1991: GSM a new mobile standard opens up.

Nokia equipment is used to make the worlds first GSM call.

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The mobile era begins

Nordic network pioneers international mobile calling
A new era for mobile phones began in 1981, with the launch of the
Nordic Mobile Telephone (NMT) service. Initially spanning
several Nordic countries, the service was the worlds first
international cellular network. It was also the first to allow
international roaming, and caught on fast both inside and outside
Europe.
Mobile explosion with the introduction of the NMT standard, the
mobile phone industry began to expand rapidly.
Nokia soon introduced the first car phones to the network. The
Mobira 450 car phone came in 1982, followed by the portable in
1986. By this time the company was also providing base stations
and switches for NMT network operators.
Did you know?
As Nokias telecommunications business took off, its cable and
rubber businesses were still going strong. One of the great
successes of the early 1970s was the Kontio a rubber boot that
was available in different colors and proved a big hit with all age
groups.

48

Mobira Cityman: birth of a classic

Mobile phones go handheld in 1987; the original mobile phones
were heavy, bulky and usually permanently installed in cars.
But 1987 saw a breakthrough: Nokia launched the Mobira
Cityman, the first handheld mobile phone for NMT networks and a
model that was to become a classic.

Nokias mobile phones got a big publicity boost in 1987, when

Soviet leader Mikhail Gorbachev was pictured using a Cityman to
make a call from Helsinki to his communications minister in
Moscow. This led to the phones affectionate nickname of the
"Gorba".
The Mobira Cityman 900 weighed 800 grams and had a price tag
of 24,000 Finnish Marks (approximately EUR 4,560

49

50

GSM: a new mobile future opens up

Nokia is a prime mover in digital standards On July 1, 1991,
Finnish Prime Minister Harri Holkeri made the worlds first GSM
call, using Nokia equipment.
It was an appropriate choice. From the start, Nokia was one of the
key developers of GSM technology. Its expertise in the new
standard,

coupled

with

the

deregulation

of

European

telecommunications markets in the 1980s and 1990s, was to be the

cornerstone of its international success.

What is GSM?
The Global System for Mobile communications (GSM) was
adopted in 1987 as the European standard for digital mobile
technology. This second generation mobile technology could carry
data as well as voice traffic.
GSMs high-quality voice calls, easy international roaming and
support for new services like text messaging (SMS) laid the
foundations for a worldwide boom in mobile phone use.
Nokia was in the vanguard of GSMs development, delivering its
first GSM network to the Finnish company Radiolinja in 1989.
Nokia launched its first digital handheld GSM phone, the Nokia
51

1011, in 1992. By the end of the 1990s, Nokia had supplied GSM
systems to more than 90 operators all over the world.

52

Did you know?

Nokia was the first manufacturer to make a series of handheld
portable phones for all major digital standards, including TDMA,
PCN and Japan Digital, as well as GSM.

53

Mobile revolution: 1992-1999

In 1992, Nokia decided to focus on its telecommunications
business. This was probably the most important strategic decision
in its history.

As adoption of the GSM standard grew, new CEO Jorma Ollila put
Nokia at the head of the mobile telephone industrys global boom
and made it the world leader before the end of the decade...

1992: Jorma Ollila becomes President and CEO

Jorma Ollila becomes President and CEO of Nokia, focusing the
company on telecommunications.

1992: Nokias first GSM handset

Nokia launches its first GSM handset, the Nokia 1011.

1994: Nokia Tune is launched

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Nokia launches the 2100, the first phone to feature the Nokia Tune.

1994: Worlds first satellite call

The worlds first satellite call is made, using a Nokia GSM
handset.

1997: Snake a classic mobile game

The Nokia 6110 is the first phone to feature Nokias Snake game.

1998: Nokia leads the world

Nokia becomes the world leader in mobile phones.

1999: The Internet goes mobile

Nokia launches the world's first WAP handset, the Nokia 7110.

Jorma Ollila, mobile visionary

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When Jorma Ollila became President and CEO of Nokia in 1992,

the company made a crucial strategic decision: to focus on
telecommunications and move out of its other businesses. During
the 1990s, rubber, cable and consumer electronics divisions were
gradually sold as the company moved to concentrate on
communications.
Nokias core business was now:
Manufacturing mobile phones and
Manufacturing telecommunications systems
The strategy was to prove a big success, as Jorma Ollilas longterm vision propelled Nokia onto the world stage

Nokias signature sound

Nokia ringtone has classical roots. The Nokia Tune is probably one
of the most frequently played pieces of music in the world.
The company introduced it as a ringtone in 1994 with the Nokia
2100 series, which went on to sell 20 million phones worldwide.
Nokias target had been 400,000.
The tune comes from a classical guitar work called Gran Vals,
composed by Francisco Tarrega in the 19th century.

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Ringtones have come a long way since 1994, and new phones offer
dozens of choices in a variety of formats. With the right phone,
you can even create your own.

Snake is born: a mobile gaming classic

In 1997, everybody knew their Snake high score. The addictive
game was launched on the Nokia 6110 and is rightly considered a
classic.
Snake and its successors are now available on an estimated 350
million mobile phones. A new version of the game was created for
the N-Gage platform in 2005. You can download it for free and
share it over your phones Bluetooth wireless connection.

57

Leading the world

Nokia becomes the worlds biggest mobile phone manufacturer by
1998, Nokias focus on telecommunications and its early
investment in GSM technologies had made the company the world
leader in mobile phones.
For most of its history the company had exported to Europe, other
Nordic countries and the Soviet Union. As late as 1991, more than
a quarter of its turnover still came from sales in Finland. But after
the strategic change of 1992, Nokia saw a huge increase in sales to
North America, South America and Asia.
The 1990s also saw unparalleled growth in global sales. Between
1996 and 2001, Nokias turnover increased almost fivefold from
EUR 6.5 billion to EUR 31 billion.

Nokia now: 2000-today

Nokias story continues with 3G, mobile multiplayer gaming,
multimedia devices and a look to the future...

2002: First 3G phones

58

Nokia launches its first 3G phone, the Nokia 6650.

2003: Nokia launches the N-Gage

Mobile gaming goes multiplayer with the N-Gage.

2005: The Nokia N series is born

Nokia introduces the next generation of multimedia devices, the
Nokia Nseries.

2005: The billionth Nokia phone is sold

Nokia sells its billionth phone a Nokia 1100 in Nigeria. Global
mobile phone subscriptions pass 2 billion.

2006: A new President and CEO Nokia today

Olli-Pekka Kallasvuo becomes Nokias President and CEO; Jorma
Ollila becomes Chairman of Nokias board. Nokia and Siemens
announce plans for Nokia Siemens Networks.

59

2007
Nokia recognized as 5th most valued brand in the world. Nokia
Siemens Networks commences operations. Nokia launches Ovi, its
new internet services brand.

2008
Nokia's three mobile device business groups and the supporting
horizontal groups are replaced by an integrated business segment,
Devices & Services.

3G: faster connections, more applications

Nokia launches mobiles for a new generation.The launch of 3G
("third generation") technology meant mobiles would never be the
same again.
Nokia launched its first 3G phone, the Nokia 6650, in 2002. A
vintage year for innovation, 2002 also saw the launch of Nokias
first phone with a built-in camera, the Nokia 7650, and its first
video capture phone, the Nokia 3650.

60

With 3G, mobiles can do much more than just make calls. 3G
means you can use your phone to:
Download music
Make video calls

Browse the web

61

The Nokia Nseries: a new generation

A new generation of multimedia devices was born in 2005 with the
launch of the Nokia Nseries. The easy-to-use devices combine
state-of-the-art technology with stylish design, creating complete
entertainment and communication packages.
Whether its taking your music collection mobile, shooting and
editing feature-length video or watching TV

Nokia today
Today, Nokia is still the worlds number one manufacturer of
mobile phones, and one of the leading makers of mobile networks.
In 2006, Olli-Pekka Kallasvuo, formerly Nokias Chief Financial
Officer, took over as CEO from Jorma Ollila, who became
chairman of Nokias Board of Directors.
The next step in Nokias continuing evolution is already under
way. In June 2006, Nokia and Siemens announced plans to merge
62

Nokias networks business and the carrier-related operations of

Siemens into a new company, to be called Nokia Siemens
Networks.
As mobile usage grows in the worlds emerging markets, Nokia
will continue to develop affordable mobile devices that can
contribute to increased economic growth and quality of life.
At the same time, mobile communications is converging with
computing, digital imaging and the internet, making it possible for
people to use handheld devices for filming video, listening to
music, playing games, surfing the web and more. Nokia is shaping
this converging industry, pushing it forward with cutting-edge
products and the development of open standards.
Nokias success story is built on constant innovation. Our very
human technology is all about enhancing communication and
exploring new ways to exchange information. Thats why Nokia
will never stop finding new ways of connecting people.

63

Structure of Nokia

The Devices unit is responsible for developing and managing our

mobile device portfolio, including the sourcing of components.
Nokia is increasing its offering of consumer Internet services, in
five areasmusic, maps, media, messaging and gamesand
working to deliver those services in an easily accessible manner to
consumers. The Services unit is responsible for developing this
part of our business.
The Markets unit is responsible for the management of our supply
chains, sales channels, brand and marketing activities.

64

The three units receive operational support from our Corporate

Development Office, which is also responsible for exploring
corporate strategic and future growth opportunities.
Nokia Siemens Networks provides wireless and fixed network
infrastructure, communications and networks service platforms, as
well as professional services to operators and service providers.
NAVTEQ is a leading provider of comprehensive digital map data
for automotive navigation systems, mobile navigation devices,
Internet-based mapping applications, and government and business
solutions. NAVTEQs map data will be an important part of the
Nokia Maps service that brings downloadable maps, voice-guided
navigation and other context-aware web services to peoples
pockets.

Production Units

65

66

Networks technology

Mobile devices

and technology

China

Brazil

Finland

China

Germany

Finland

India

Great Britain
Hungary
India
Mexico
Romania
South Korea

Joint ventures
Nokia has entered into several joint ventures over time, particularly
in the areas of manufacturing and research and development.
67

Regional joint ventures have proven to be an effective way to

combine Nokia's global technology leadership with strong local
partners to accomplish faster and higher market penetration in new
and emerging markets.
Meridea Financial Software Oy, Finland
Established 2001
New company founded by 3i, Accenture, Nokia and Sampo for
producing and marketing of software for mobile and online
financial services

Nokia (Suzhou) Telecommunications Co., Ltd., China

Established 2001
Established in 1998 as solely-owned foreign company, became
Joint Venture in 2001
Production of GSM base station and cellular transmission product
Partner Shanghai Alliance Investment Ltd.

Hangzhou R&D center, China

Established 2001
MoU between Nokia Networks and the Zhejiang Provincial
Government of China signed on November 22, 2001
Software development, platform technology development related
to Nokia's 3G networks
68

Start of operations at the beginning of 2002

To start cooperation with a local partner in 2003

Nice-business Solutions Finland Oy, Finland

Established 2000
Joint venture between ICL and Nokia focusing on developing
solutions and services for Nokia's E-business and customer
relationship management (CRM) needs.

Nokia Neu Comm. Tech Company Ltd., China

Established 2000
Software products research and development
Partner NEU-ALPINE Software Holding Co. Ltd

Nokia Citic Digital Technology Co. (Beijing) Ltd., China

Established 1999
Development, manufacturing and marketing of digital multimedia
terminals
Partners CITIC Technology Co. Ltd and the Academy of
Broadcasting Science

Symbian Limited, United Kingdom

Established 1998
69

Symbian supplies an advanced, open, standard operating system

for mobile phones. Symbian OS is used in the Nokia 9200
Communicators, the Nokia 7650 and Nokia 3650 as well as in the
recently announced Nokia N-Gage. Symbian OS is used in the S60
platform.
The shareholders are Nokia, Psion, Motorola, Samsung, Siemens,
Sony Ericsson, Ericsson and Panasonic.
ChongQing Nokia Telecommunications Co. Ltd, China
Established 1998
Provision of a full range of services, manufacture and supply of
products for fixed networks
Partners Chongqing Telecommunications Bureau, ChongQing
PTAC

Fujian Nokia Mobile Telecommunications Ltd., China

Established 1997
Main activities in the field of GSM 900/1800 technical services,
primarily network planning and optimization
Partner Fujian PTA

Nemo Technologies Ltd, Finland

Established 1996
70

Development

and

production

of

cellular

radio

network

measurement and optimization tools

Partner Elektrobit, Finland

Dongguan Nokia Mobile Phones Co., Ltd, China

Established 1995
Production of mobile phones and accessories
Partner Don guan Nan Xin Industrial Development Co., Ltd.

Beijing Capital Nokia Mobile Telecommunications Co., Ltd.,

China
Established 1995
Production of GSM digital cellular systems and mobile phones
Partner Beijing Capitel Co., Ltd.

Beijing Nokia Hangxing Telecommunications Systems Co., Ltd.,

China
Established 1995
Production of mobile digital switches, base station controllers and
fixed digital switches
Partner Beijing Hangxing Machinery Manufacturing Corporation

Sapura-Nokia Telecommunications Sdn Bhd, Malaysia

71

Established 1992
Implementation of a DX 200 digital switching system project
Partner Sapura Holdings

72

Financial
Key Data
March 2009

2009

2008

Change

EURm

EURm

Net sales

50 710

51 058

-1

Operating profit

4 966

7 985

-38

Profit before taxes

4 970

8 268

-40

3 988

7 205

-45

Research and development 5 968

5 636

Profit attributable to equity

holders of the parent

73

2009%

2008 %

Return on capital employed 27.2

54.8

Net debt to equity (gearing) -14

-62

As of April 1, 2007, Nokia results include those of Nokia Siemens

Networks on a fully consolidated basis. Nokia Siemens Networks,
a company jointly owned by Nokia and Siemens, is comprised of
Nokia's former Networks business group and Siemens' carrierrelated operations for fixed and mobile networks. Accordingly, the
results of the Nokia Group and Nokia Siemens Networks for the
ear ended December 31, 2007 are not directly comparable the
results for the year ended December 31, 2006. Nokia's 2006 results
included Nokia's former Networks business group only. On July
10, 2008, Nokia completed the acquisition of NAVTEQ
Corporation. NAVTEQ is a separate reportable segment of Nokia
starting from the third quarter 2008. Accordingly, the results of
NAVTEQ are not available for the prior periods.

74

MARKETS

march 2009

10 major markets, net sales

2009

2008

EURm

EURm

China

5 916

5 898

India

3 719

3 684

UK

2 382

2 574

Germany

2 294

2 641

Russia

2 083

2 012

Indonesia

2 046

1 754

Countries

75

USA

1 907

2 124

Brazil

1 902

1 257

Italy

1 774

1 792

Spain

1 497

1 830

Personnel

2009

2008

Change,
%

Devices & Services

61 130 53 523 14

NAVTEQ

4 049

Nokia Siemens Networks

60 295 58 423 3

76

Corporate Common
Functions
Nokia Group

355

316

125

112

829

262

77

12

12

10 major countries, personnel,

Countries

2009

2008

Finland

23 320

23 015

India

15 562

11 491

China

14 505

12 856

Germany

12 309

13 926

Brazil

8 557

8 527

USA

8 060

5 269

Hungary

7 541

6 601

UK

4 313

2 618

Mexico

3 559

3 056

Italy

2 007

2 129

78

Acquisitions
During the past few years Nokia has been actively acquiring
companies with interesting new technologies and competencies,
including also investments in minority positions. All of these
acquisitions and investments were targeted to enhance Nokia's
ability to help create the Mobile World.
Date

Acquisition Target

Nokia Unit

February 9, 2009 bit-side GmbH

Services

December 2,

Nokia

2008
November 4,
2008

Symbian

OZ Communications

July 15, 2008

PLAZES

July 10, 2008

NAVTEQ

June 17, 2008

Trolltech

December 4,
2007

Corporation
Services &
Software
Services &
Software
Nokia
Corporation
Devices
Enterprise

Avvenu

solutions

79

October 8, 2007

Enpocket

July 24, 2007

Twango

Nokia
Corporation
Multimedia

October 16, 2006 Loudeye Corp.

Multimedia

October 12, 2006 gate5 AG

Multimedia

June 30, 2006

February 10,
2006

LCC International's U.S.

deployment business
Intellisync Corp.

October 18, 2004 Metrowerks Corporation

November 3,
2003

Tahoe Networks

August 19, 2003 Sega.com Inc.

Networks
Enterprise
Solutions
Nokia
Corporation
Nokia Networks
Nokia Mobile
Phones
Nokia Internet

April 22, 2003

Eizel Technologies(TM)

May 22, 2002

Red back Networks Inc.

Nokia Networks

July 25, 2001

Amber Networks Inc.

Nokia Networks

June 28, 2001

F5 Networks Inc.

Nokia Internet

80

Communications

Communications
December 7,
2000

Ramp Networks Inc.

October 20, 2000 NGI Industrial (NGI)

August 8, 2000

Discovery COM Inc.

February 1, 2000 Network Alchemy Inc.

December 13,

Security software business

1999

from Team WARE Group

October 22, 1999 Telekol Group

Nokia Internet
Communications
Nokia Mobile
Phones
Nokia Networks
Nokia Internet
Communications
Nokia Wireless
Network
Solutions
Nokia Internet
Communications

September 2,

Rooftop Communications

1999

Corp

June 30, 1999

Aircom International

Nokia Networks

R&D units from Team

Nokia Mobile

WARE Group

Phones

May 14, 1999

February 18,
1999

Nokia Networks

Nokia Wireless

In Talk Corp

Business

81

Communications
February 16,

Diamond Lane

1999

Communications

December 18,
1998
September
17,1998

Vienna Systems Corp

NE-Products Oy

Nokia Networks
Nokia Internet
Communications
Nokia Mobile
Phones
Nokia

August 20, 1998 User Interface Design

Communications
Products

June 25, 1998

December 9,
1997

Matra Nortel

Nokia Mobile

Communications

Phones

Epsilon Networks Inc

Nokia Networks

82

Some of the Nokias latest products

Brand

Nokia X3 Specifications

Network
Technology

GSM : 850/900/1800/1900 MHz

Battery
Capacity

860 mAh

Standby

288 hours

Talk time

240 mins

Built
Dimensions

96x49.3x14.mm

Weight

103g

Form factor

Slide

Colors

Red on Black, Blue on Silver

Display
Size

240 x 320 pixels

Type

color : TFT

Colors

262144 colors

Camera

3.0 mega pixel

Resolution

2048x1536 pixels

Zoom

4x
83

Flash

No

Video recording

yes Resolution :176x144 15 fps

Video formats

MPEG-4 / 3GPP H.263

Media
Audio playback

Yes

Audio formats

AAC / AAC+ / eAAC+ / MP3 / MP4 /

M4A / WMA / AMR / WAV / WB-AMR /
NB-AMR / Midi Tones / True Tones

Ring tones

Mp3 ring tones

Streaming

Yes

F M radio

Yes

Memory
Inbuilt

46 MB

Memory slot

Yes microSD/TransFlash Hot Swappable

Expandable Up to : 8 GB

Brand

Nokia X6 Specifications

Network
Technology

GSM : 850/900/1800/1900 MHz UMTS :

900/1900/2100 MHz

Battery
Capacity

1320 mAh

Standby

408 hours UMTS: 432 hours

Talktime

510 mins UMTS: 360 mins

84

Built
Dimensions

111x51x13.8 mm

Weight

122g

Form factor

Candy bar

Colors

Red and blue

Touch screen

Yes

Display
Size

360x640 pixels

Type

color : TFT

Colors

16000000 colors

Camera
Camera

5.0 Megapixel

Resolution

2592x1944 pixels

Image formats

EXIF / JPEG

Zoom

4x

Video recording

Resolution :640x480 30 fps

Video formats

Real Video / MPEG-4 / 3GPP H.263 /

H.264/AVC / WMV 9

Secondary camera

Yes

Media
Audio format

AAC / AAC+ / eAAC+ / MP3 / MP4 /

M4A / WMA / AMR / WAV / XMF / WBAMR / NB-AMR / Real Audio / Midi
85

Tones / WMA Pro Plus

Ring tones

Polyphonic

FM radio

Yes

Streaming

Yes

Memory
Inbuilt

32 GB

USB mass storage

Yes

Brand
Technology

Nokia N900 specification

GSM : 850/900/1800/1900 MHz UMTS :
900/2100 MHz

Battery
Capacity

1320 mAh

Standby

8 hours

Talk time

500 mins

Built
Dimensions

110.9x59.8x18(19.55) mm

Foam factor

Slide

Weight

181g

Colors

Black

Dedicated keys

Camera key, Volume Key, Zoom key

Qwerty

Yes
86

Touch screen

Yes

Stylus

Yes

Music keys

Yes

Display
Size

480x800 pixels

Type

color : TFT

Colors

16000000 colors

Camera
Camera

5 MP

Resolutions

2584x1938 pixels

Image formats

EXIF / JPEG

Zoom

3x

Flash

Yes

Video recording

Yes 25 fps

Video formats

MPEG-4

Secondary camera

Yes

Media
Audio playback
Audio formats
Video formats
Ring tones

Yes
AAC / AAC+ / eAAC+ / MP3 / M4A /
WMA / WAV
MPEG-4 / 3GPP H.263 / H.264/AVC /
Xvid / WMV 9
wav,mp3, AAC, eAAC, wma
87

FM radio

Yes

Streaming

Yes

Memory
Inbuilt

32GB

USB mass storage

Yes

88

Chapter 4
Marketing
Strategies

89

90

Marketing strategy
Marketing Strategies of a company in a new country plays a vital
role in determining its future in that country. Knowing that Indian
market is very different from other markets it was already
operating in, Nokia came up with an Indiaspecific strategy or a
global strategy. It adapted to the Indian conditions by launching
new products and enhancing the products with features designed
specifically for local customers, as well as promotional campaigns
targeted at Indian audience to gain a foothold in the market.
To capture the widespread Indian market, it developed an
extensive distribution network which also helped it take its
products to rural markets in India.

91

The different ways of marketing strategy are as

follows:-.

Pricing
Pricing of the phones was of prime importance for success in India.
Being a developing country, the purchasing power of the people
was not high as compared to other developed countries.
Research unveiled that phones of lower price range (below
Rs8000 or $200 approx.) amounted for 65% of the total sales in
India. Nokia depended majorly on rural markets, therefore pricing
was a major success factor for the company. Nokia did achieve
success in India, in spite of the fact, that its handsets were not the
cheapest in the market.
Nokia 1100, which was specially launched for India, was priced at
Rs. 4000. This price, although was at a premium as compared to
entry level phones, but was enhanced with several special features
which were not available in other phones of the same price. The
head of marketing at Nokia India,
Sanjay Behl said, The phone is a combination of product benefits
and pricing. This model further became the best selling model
ever in India. It also increased the brand preference of Nokia from
66% to 77% within 9 months of its launch.
The major strategical move by Nokia in this regard was that it
charged a lower price in India than most of other countries for the
same model.

Production
Some different ways of promotion were as.
92

1998 was 51st year of Indian independence, hence Nokia provided

the ring tone of National song Saare Jahan se Achha ye
Hindustan Hamara in 5110 model. The introductory offer for
this model also had inter-changeable covers. The success of 5110
initiated Nokia to focus on feature-specific localization.

In1999, Hindi (national language, and mother tongue of 43%

Indians) user interface was provided in Nokia 3210. Also, Nokia
also tied up with Sony music for top 20 hit songs as ring 52tones.
Nokia 3210, became an instant hit. The model 3610 was launched
with an enhancing Hindi text messaging facility in 2001.

Place (Distribution)
Mobile phones in India are considered as to be consumer durable,
hence they are not just sold through exclusive telecom retailers
but also through general retailers. Nokia designed modeled
its distribution strategy on lines of FMCG business.
An important reason for the success of mobile phones in India was
limited reach of the landline phones in several parts of the
country. By mid 2005 the mobile phone sales in smaller towns and
cities was higher than those of the metropolitans. The sales in these
93

urban markets were beginning to saturate. The distribution in these

small towns called for non traditional channels.
Nokia strengthened their distribution network, and selected
distributors from FMCG line or experience holders for durables or
automobiles.

Promotion
Nokia entered India with one for mobile services to start, and had
to establish its non-popular brand.
To build credentials the company used both print and
television campaigns.
In the early days, print media concentrated on Nokias status,
global R&D and international awards won to establish brand
awareness. Even after the market grew, Nokias advertisements
concentrated on product attributes.

*Ways of promoting Nokia

94

Many Celebrities promoted NOKIA..

Nokia posters in Cricket field

Gaining acceptance of Indian consumer is not as simple as other

countries. India is a multicultural country, where people have
strong believe in their mythology, nationality and cultures and to
add to it, their purchasing power was not as high as other countries
where Nokia was operating. Hence, to
95

achieve approval of the mobile consumers in India, Nokia decided

to localize its products heavily.
For the purpose of developing the products specifically for markets
with high population and low penetration, Nokia developed a team
called Mobile Entry Business Unit

96

97

98

Chapter 4

Data Analysis and

Interpretation

99

100

Number of users of Cell phones (Sample Size25)

Description

Number of persons

Percentage

Persons who are

20

80

20

25

100

using Cell phone

Persons who are not
using Cell phone
Total

Chart showing the users of

cellphones
Persons having cellphone
Persons not having
cellphone

Influence:
On the basis of the above analysis it has been concluded that
around 80% people have mobiles and 20% of them do not have
mobile phones.
101

Number of users of Nokia Mobiles

Table showing the users of Nokia & other brands
Serial no.

Particulars

Percentage

Nokia

Number of
Persons
14

1
2

Samsung

28

Others

16

Total

25

100

56

Pie Chart describing the users of Nokia

and others.

Nokia
Samsung
others

Influence:

102

On the basis of the above analysis it has been inferred that around
56% are the users of Nokia from the sample study of 25 people.

103

Influencer for Purchase

Serial no.
1
2
3

Particulars

Number of
respondents
Friends
5
Advertisements 18
Family
2
Total
25

Percentage
20
72
8
100

Chart showing the influencer for the

purchase of Nokia

Friends
Advertisements
Family

Influence:

104

It is understood that, majority of the respondents i.e. 72% of them

were influenced by the advertisements appearing in media and
20% of the respondents purchased Nokia mobiles when referred by
their friends while 8% went on their Family advice.

Table showing the preferred attribute of Nokia

Serial no.

Particulars

Design &
Looks
User Friendly
Brand Name
Total

2
3

Number of
Respondents
4

Percentage

7
14

28
56
100

105

16

Chart showing the preferred attribute of

Nokia Cell phones

Design
User Friendly
Brand Name

Influence:
It is understood that, majority of the respondents i.e., 56% of the
respondents preferred Nokia mobiles due to its brand image and
next majority, i.e. 28% of the respondents preferred it due to its
User Friendliness while remaining opted due to its design.

Is Nokia Value for Money?

106

Serial no.

Particulars

Number of

Percentage%

Respondents
1

YES

21

84

NO

16

Total

100

Is Nokia 'Value for Money'?

YES
NO

Influence:
On the basis of the above analysis it has been inferred that around
84% thinks that Nokia is value for money.
107

108

Satisfaction level of the customers

Table showing the satisfaction level of the customers on the
basis of its brand
Serial no.

Attributes

Number of

Percentage%

Respondents
1

Highly

10

40

satisfied
2

Satisfied

11

44

Not satisfied

16

Total

100

Satisfaction Level on the basis of its brand

Highly Satisfied
Satisfied
Not Satisfied

109

Influence:
Above study shows that 40% and 44% are highly satisfied &
satisfied with the Nokia respectively while 16% are not satisfied.

Table showing the satisfaction level of the

customers on the basis of its Price
Serial no.

Attributes

Number of

Percentage%

Respondents
1

Highly

16

satisfied
2

Satisfied

13

52

Not satisfied

32

Total

100

Satisfaction Level on the basis of its Price

Highly Satisfied
Satisfied
Not Satisfied

110

Influence
:It is quite understood that on the basis of above study 52% of the
customers are satisfied with Nokia on the basis of its price.

Table showing the satisfaction level of the

customers on the basis of its Variety
Serial no.

Attributes

Number of

Percentage%

Respondents
1

Highly

20

satisfied
2

Satisfied

12

48

Not satisfied

32

Total

100

111

Satisfaction Level on the basis of Variety

Highly Satisfied
Satisfied
Not Satisfied

Influence:
On the basis of above study it is understood that majority of the
people are satisfied with the variety provided by Nokia.

Interpretation:
It is understood that the users of Nokia mobiles are quite satisfied
with the
Brand image of Nokia and with its pricing strategies, but
dissatisfied with the varieties.

112

113

Chapter 6
Conclusion &
Recommendation

114

Conclusion
Gaining and maintaining consumer preference is a battle that is
never really won. Continued and consistent branding initiatives
that reinforce the consumers purchase decision will, over time,
land the product in consumer preference sets. Most of the
consumers prefer Nokia mobiles due touts strong brand image, and
the main factor forcing the customers to buy Nokia mobiles is
advertisements through the print and electronic media.
Customers are brand loyal towards Nokia.
They are not shifting to any other company in-spite of
attractive offers.
Nokia is not targeting the rural market.
Market share of Nokia has been by the unorganized sector
but not to a great extent.
Nokia is not left behind in advertisements as compare to
other companies.

115

116

RECOMMENDATIONS:
TV advertisements can be renewed explaining the product
feature and aggressive marketing will help the company.
The company can adopt new strategies and policies to
overcome the competition.
Nokia needs to improve its marketing strategies as new
Indian mobile end features.
Nokia should also target the rural market to increase its
market share.
Nokia should improve its after sales services.
The company should bring the new varieties in all segments
of its products.

117

Bibliography
The above data is collected from the following sources:

Internet
www.nokia.world.com
www.sonyericsson.india.in
www.comparemyphone.com
www.mycellphone.com

Book
.T.N. Chabra and S.K. Grover, Marketing Management,
Dhapat Rai Publications.
Kotler Philip, Marketing Management South Asian
perspective , XII edition, published by pearson education.
C.B.GUPTA, Marketing management VIII Edition,
published by sultan chand & sons.
Kothari, C.R. Research methodology, 3rd edition, 1997,
Vikas Publishing House Pvt. Ltd, New Delhi

118

ANEXURE
QUESTIONNAIRE
Name: Prabhjot kaur__________________________
Age: ___20__ years
Occupation:_Student______________
Q1. Are you using a mobile?
a) Ye s
b) No
Q2. Which company handset are you using?
a) Nokia
b) Samsung
c) Motorola
d) Sony Ericsson
e) Others
Q3. Are you satisfied?
a) Ye s
b) No
Q4. Are you aware of the brand Nokia?
a) Yes
b) No
119

Q5. In what time you are thinking to change your handset or

buying a new one?
a) Within a week
b) Within a month
c) Within six months
d) Within a year
Q6. To which handset will you move?
a) Nokia
b) Samsung
c) Motorola
d) Sony Ericsson
e) Others

Q7. Where do you generally purchase your handsets from?

a) Dealers
b) Grey market
c) Others

Q8. Do you think Nokia mobile phones are value for money?
a) Ye s
b) No
Q9. What according to you is the most important additional feature
that should be present in a
Mobile phone?
a) Integrated camera
b) Bluetooth
120

c) Mp3
d) MMS
e) Others
Q10. How important is after sales service in the mobile industry?
a) Very important
b) Important
c) Average

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