a study on green marketing initiative by leading corporation takin nokia as case

8/9/2019 A Study on Green Marketing Initiative by Leading Corporation Takin Nokia as Case

1/79

5

A FINAL DISSERTATION REPORT

SUBMITTED TOWARDS THE FULFILLMENT

OF

POST GRADUATE DEGREE IN MARKETING AND HR

“A Study On Green Marketing

Initiative

By Leading Corporations”

(Taking Nokia As Case)

!"!#!"

$AC%LT& G%I' S%BMITT'B&Mr* +ris,na Saras-at GA%.A/+%MA.Assistant 0ro1essor MBA#MA.+TING 2 3.

.o44 No*

"!"5!6!!78

IILM9 G.AT. NOI'A


2/79

5

MA3AMA&A TC3NICAL %NI/.SIT& %TTA. 0.A'S3


3/79

5

Certificate of Origin

This is to certify that Mr. GAURAV KUMAR, a student of MASTER OF Business

Administration (Marketing & HR, !!"M #reater $oida, has %orked in the research

ro'ect tited )A study on green marketing initiati*e +y eading cororations (taking

$okia as case” under the guidance and suer*ision of Mr. Krishna saraswat , assistant

rofessor !!"M #REATER $O!A-

This issertation reort has the re.uisite standard for the artia fufiment the

/ost #raduate egree in Marketing & HR- To the +est of our kno%edge no art of this

reort has +een reroduced from any other reort and the contents are +ased on origina

findings and earning-

(MR. KRISHNA SARASWAT)

FACULTY GUIDE


4/79

5

Certificate of Origin

This is to certify that Mr. GAURAV KUMAR, a student of MASTER OF Business

Administration (Marketing & HR, !!"M #reater $oida, has %orked in the research

ro'ect tited )A study on green marketing initiati*e +y eading cororations(taking $okia

as case” under the guidance and suer*ision of Mr. SUSHIL SHARMA, HO, !!"M

#REATER $O!A-

This issertation reort has the re.uisite standard for the artia fufiment the

/ost #raduate egree in Marketing & HR- To the +est of our kno%edge no art of this

reort has +een reroduced from any other reort and the contents are +ased on origina

findings and earning-

(Mr. SUSHIL SHARMA)

HEAD OF DEPARTMENT


5/79

5

DECLARATION

! GAURAV KUMAR to decare that the ro'ect reort entited “A STUDY ON GREEN

MARKETING INITIATIVE BY LEADING CORPORATIONS (Taki! N"kia a#

$a#%)& +eing su+mitted to the MAHAMAYA TECHNICAL UNIVERSITY for the

artia fufiment of the re.uirement for the degree of Master of Business Administration

is my o%n endea*ors and it has not +een su+mitted earier to any institution0uni*ersity for

any degree-

/ace1 #A2RA3 42MAR

ate1 MBA (567685675

Ro $o-876796:66;


6/79

5

Acknowlege!ent

! e=ress my sincere gratitude to my facuty guide Mr. Krishna saraswat ,

assistant rofessor, !!"M #reater $oida, Mahamaya Technica 2ni*ersity, 2ttar /radesh,

for his a+e guidance, continuous suort and cooeration throughout my dissertation,

%ithout %hich the resent %ork %oud not ha*e +een ossi+e-

! am *ery gratefu to my arents, %ho gi*e the oortunity and faciity to reach

uto this stage- ! %oud aso ike to thank those %ho are cose to me and suorted me

throughout this ro'ect, athough their names are not mentioned here +ut they ha*e

a%ays +een suorti*e in my endea*ors-

#aura* 4umar

(''*+, "


7/79

5

C"-%-

Sr- $o- Tite /age $o-

7 E=ecuti*e summary :

5 !ntroduction >87>

;

;-7

;-5

;-;

;-<

;-9

;-?

@omany rofie

A+out comany

Fi*e /s of comany

4ey e=ecuti*e of the comany

SOT anaysis

Marketing rincie

The /EST factor

7C8

;C8


8/79

5

> Bi+iograhy ?


9/79

5

E%$/-i0% #/11ar2

$okia is a market eader in mo+ie de*ices and eadershi comes %ith great

resonsi+iity- $okia aims to +e a eading comany in en*ironmenta erformance- Our

*ision is a %ord %here e*eryone +eing connected can contri+ute to sustaina+e

de*eoment- e %ant to shae our industry and dri*e +est ractices-

Achie*ing en*ironmenta eadershi means minimiing our o%n en*ironmenta

footrint- ith the e=ansion of mo+ie communications, this is a the more imortant-

e stri*e to reduce the en*ironmenta imact of our roducts, soutions, and oerations-

e aso coa+orate %ith our suiers to imro*e the en*ironmenta erformance of our

suy chain-

e ha*e a user +ase of more than C66 miion eoe %hich means that %e ha*e a

uni.ue oortunity to make an imact that goes +eyond our o%n acti*ities- Thats %hy %e

aim to offer eoe roducts and soutions that he them make sustaina+e choices-

Together, %e can achie*e more-

$okias en*ironmenta %ork is +ased on ife cyce thinking- This means that %e

aim to minimie the en*ironmenta imact of our roducts throughout our oerations,

+eginning %ith the e=traction of ra% materias and ending %ith recycing, treatment of

%aste, and reco*ery of used materias- e achie*e this +y +etter roduct design, cose

contro of the roduction rocesses, and greater materia reuse and recycing-


10/79

5


11/79

5

I-r"3/$-i"

$okia @ororation ($SE1 $O4 is one of the %ordGs argest

teecommunications e.uiment manufacturers- ith head.uarters in 4eianiemi of Esoo,

Finand, this Finnish teecommunications comany is +est kno%n today for its eading

range of mo+ie hones- $okia aso roduces mo+ie hone infrastructure and other

teecommunications e.uiment for aications such as traditiona *oice teehony, !S$,

+road+and access, rofessiona mo+ie radio, *oice o*er !/, %ireess "A$ and a ine of

sateite recei*ers-

According to the American Marketing Association, !r%% 1ark%-i! is the

marketing of roducts that are resumed to +e en*ironmentay safe- Thus green

marketing incororates a +road range of acti*ities, incuding roduct modification,

changes to the roduction rocess, ackaging changes, as %e as modifying ad*ertising-

et defining green marketing is not a sime task %here se*era meanings intersect and

contradict each other an e=ame of this %i +e the e=istence of *arying socia,

en*ironmenta and retai definitions attached to this term-

http://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/American_Marketing_Association


12/79

5

$okias green roduct ife cyce is ictoriay gi*en as


13/79

5

$okias en*ironmenta efforts focus on three issues1

• S/4#-a$% 1aa!%1%-1 e %ork cosey %ith our suiers and re.uire fu

decaration of the su+stances %e use in our de*ices- Our %ork is +ased on the

recautionary rincie and %e aim at continuousy reducing the amount of su+stances

of concern- !n addition, %e e=ore the oortunities for using ne%, more

en*ironmentay friendy materias, such as +io astics or recyced metas and

astics-

• E%r!2 %55i$i%$26 e make sure our de*ices use as itte energy as ossi+e- e aso

%ork to reduce the energy consumtion of our oerations, and agree on energy

efficiency targets %ith our key suiers-

• Tak% 4a$k a3 r%$2$7i!1 e %ant to increase consumer a%areness of recycing,

offer suerior recycing in a markets and romote the recycing of used de*ices

through secific initiati*es and camaigns- The +ack+one of $okias take8+ack

rogram are the coection oints of used de*ices in 9666 $okia care centres in >9

countries-


14/79

5

Ba#i$ 8ri$i87%#69

Our en*ironmenta %ork is +ased on go+a rincies and standards- Our targets

are not dri*en +y reguatory comiance +ut go %ay +eyond ega re.uirements-

En*ironmenta issues are fuy integrated in our +usiness acti*ities and are e*eryones

resonsi+iity in $okia- !t is a art of e*erything %e do-

#reeneace has reeased its .uartery #uide to #reener Eectronics, again

a%arding to sot to mo+ie giant $okia and samming games consoe manufacturer

$intendo for its oor en*ironmenta record-

$okia %as singed out for raise as a resut of its comrehensi*e ans to hase

out to=ic comonents and %ide8ranging recycing rogramme, %hich features amost

9,666 hone recycing coection oints %ord%ide- Ho%e*er, the o++y grou aso

%arned that its recycing rate of three to fi*e er cent is I*ery oorI and ad*ised the

comany to ro*ide more information on ho% it cacuates these figures-

The atest *ersion of the ong8running reort aid articuar attention to firmsG

green marketing caims, a%arding oints to comanies that romise to imro*e the

en*ironmenta erformance of their roducts and oerations, +ut docking oints for those

%ho fai to dei*er on marketing romises-


15/79

5

$okia ro*ides mo+ie communication e.uiment for e*ery ma'or market and

rotoco, incuding #SM, @MA, and @MA-

$okia %as esta+ished in 7>?9 as a %ood8u mi +y Fredrik !destam on the

+anks of $okia raids- Finnish Ru++er orks esta+ished its factories in the +eginning of

56th century near+y and +egan using $okia as its +rand- Shorty after ord ar ! Finnish

Ru++er orks ac.uired $okia %ood mis as %e as Finnish @a+e orks, a roducer of

teehone and teegrah ca+es-

A three comanies %ere merged as $okia @ororation in 7C?:- The name $okia

originated from the ri*er %hich fo%ed through the to%n of the same name ($okia-

!n the 7C:6s $okia +ecame more in*o*ed in the teecommunications industry +y

de*eoing the $okia J 566, a digita s%itch for teehone e=changes- !n the 7C>6s,

$okia offered a series of ersona comuters caed MikroMikko, ho%e*er, these

oerations %ere sod to !nternationa @omuters, "td- (!@", %hich %as ater merged %ith

Fu'itsu8Siemens A#- $okia aso +egan de*eoing mo+ie hones for the $MT net%ork

unfortunatey, the comany ran afou of serious financia ro+ems in the 7CC6s and

streamined its manufacturing of mo+ie hones, mo+ie hone infrastructure, and other

teecommunications areas, di*esting itsef of other items, such as tee*isions and ersona

comuters-

!n 566


16/79

5

diminished $okiaGs u+ic image in Finand, and roduced a num+er of court cases aong

%ith, at east, one tee*ision sho% critica of $okia-

Recenty, $okia 'oined other mo+ie hone manufacturers to em+race Tai%anese

Origina e*ice Manufacturers- $okia signed a contract %ith BenD, a Tai%anese Origina

e*ice Manufacturer, to de*eo three high8end mo+ie hones, %hich are schedued to

retai +y the end of 5669-


17/79

5

C"18%-i-i" i -:% 1ark%- 69

ith a this technoogy a*aia+e in the communications market it is

o+*ious that $okia %i ha*e ots of cometition, they incude1

• Sony Ericsson

• Samsung

• Motoroa• Siemens

• /anasonic

• $E#

• Sagem

• Tou=

ith a of these cometitors in the market $okia must kee ahead of

the game +y running successfu marketing strategies, to do this $okia

must focus on the rincies of marketing- At the moment $okia are the

%ordGs +est seing hone comany (see ta+e +eo% %hich sho%s market share- $okia

strengthened its ead as the $o- 7 *endor in the market


18/79


19/79

5

N"kia i -:% r%!i" "5 A#ia 8a$i5i$

A eading ayer in mo+ie communications in the Asia /acific, $okia first started

oerations in the region in the eary 7C>6s- !t has since esta+ished a eading +rand

resence in many oca markets, and +usiness has e=anded considera+y in a areas to

suort customer needs and the gro%th of the teecommunications industry in the region-

$okiaGs regiona cororate head.uarters is ocated at Ae=andra Technoark in

Singaore- As the regiona hu+ for $okia, it is a +ase from %hich o*er :66 staff ro*ide

eading8edge technoogy, roduct and soutions suort to the 56 di*erse markets and

$okia offices in the Asia /acific-

$okiaGs regiona treasury centre 8 $okia Treasury Asia 8 oerates out of Singaore

as an in8house +ank for $okia su+sidiaries in the Asia /acific region, %hie $okia

Research @entre 8 the cororate research unit 8 has offices in Laan and @hina- $okia aso

manufactures roducts out of three ma'or faciities in Masan, 4orea, and Bei'ing and

ongguan in @hina-

Mo+ie /hones offers a go+a range of highy cometiti*e mo+ie hones for arge

consumer segments, and de*eos mo+ie hones for a ma'or standards and customer

segments in o*er 7;6 countries- !t is resonsi+e for $okiaGs core mo+ie hones +usiness,


20/79

5

+ased mainy on @MA, #SM, @MA and TMA technoogies- Mo+ie /hones

focuses on +ringing feature8rich, segmented mo+ie hones to the go+a market-

Mutimedia +rings mo+ie mutimedia to consumers in the form of ad*anced

mo+ie de*ices and aications- !ts roducts ha*e features and functionaity such as

imaging, games, music, media and a range of other attracti*e content, as %e as

inno*ati*e mo+ie enhancements and soutions-

$et%orks continue to offer eading8edge net%ork infrastructure, technoogy and

reated ser*ices, +ased on ma'or %ireess standards to mo+ie oerators and ser*ice

ro*iders-

Focusing on the #SM famiy of technoogies, the grou aims at eadershi in

#SM, E#E and @MA radio net%orks- Our net%orks ha*e +een instaed in a ma'or

go+a markets that ha*e adoted these standards- $et%orks are aso a eading ro*ider of

+road+and access and TETRA net%orks for rofessiona users in the u+ic safety and

security sector-

Enterrise Soutions ro*ides a range of terminas and seamess mo+ie

connecti*ity soutions +ased on end8to8end mo+iity architecture, dedicated to heing

+usinesses and institutions %ord%ide imro*e their erformance through e=tended

mo+iity- !ts end8to8end soution offerings range from +usiness otimied mo+ie de*ices

on the front end, to a ro+ust ortfoio of mo+ie +usiness otimied gate%ays in the +ack


21/79

5

end incuding1 %ireess emai and internet, aication mo+iity, message rotection,

*irtua ri*ate net%orks, fire%as, and intrusion rotection-


22/79

5

ABOUT COMPANY

$okia @ororation manufactures mo+ie de*ices rinciay +ased on go+a system

for mo+ie communications, code di*ision mutie access (@MA, and %ide+and

@MA (@MA technoogies- The comany oerates in three di*isions1 Mutimedia,

Enterrise Soutions, and $et%orks-

The Mutimedia di*ision focuses on +ringing connected mo+ie mutimedia to

consumers in the form of ad*anced mo+ie de*ices, incuding ;# @MA mo+ie

de*ices and soutions-

The Enterrise Soutions di*ision ena+es +usinesses and institutions e=tend their use

of mo+iity from mo+ie de*ices for *oice and +asic data to secure mo+ie access, content,

and aications- !ts soutions incude +usiness8otimied mo+ie de*ices for end users, a

ortfoio of !nternet ortfoio net%ork erimeter security gate%ays, and mo+ie

connecti*ity offerings-

The $et%orks di*ision ro*ides net%ork infrastructure, communications, and

net%orks ser*ice atforms and rofesssiona ser*ices to oerators and ser*ice ro*iders-

$okia connects eoe to each other and the information that matters to them %ith mo+ie


23/79

5

de*ices and soutions for *oice, data, imaging, games, mutimedia, and +usiness

aications-

The comany aso ro*ides e.uiment, soutions, and ser*ices for its oerator and

enterrise customers- !t ses its mo+ie de*ices rimariy to oerators, distri+utors,

indeendent retaiers, and enterrise customers %ord%ide- $okia @ororation is +ased in

Esoo, Finand-

$okia is a communications +ased comany, %hich focuses on mo+ie

teehone technoogy- hen mo+ie hones first +ecame a*aia+e on the

market the modes %ere *ery +asic %ith the +est technoogy +eing SMS

messaging (sending %ritten Ite=t messagesI from one hone to another-

Then the ne=t ad*ance in technoogy %as +eing a+e to ut different faces on your hone

(different stye co*ers for the front and +ack of your mo+ie de*ice and after that the

technoogica ad*ances ha*e come thick and fast, %ith ad*ances such as1

• MMS

• A/ (internet

• /oyhonic ringtones

• /redicti*e SMS

• @amera hones

• 3ideo recorders

$okia recenty announced a green marketing initiati*e in !ndia- From Lanuary 7, the

comany is taking +ack used mo+ies and chargers from the customers for recycing- The

camaign tited as Take8Back camaign is a uni.ue socia resonsi+iity initiati*e +y this

market eader-


24/79

5

2nder this camaign, the comany is encouraging the mo+ie users to gi*e their od,

unused, +roken mo+ies and chargers for recycing- The camaign is initiay aunched in

Bangaore, ehi, #urgaon and "udhiana and %i +e e=anded to nationa e*e in

coming months-

$okia has instaed 7;66 recyced +ins at the $okia /riority deaers across these iot

markets- $okia aso romises to ant one tree for e*ery mo+ie dumed- Another

interesting fact is that the comany accets mo+ies of any make-

This is a +est ractice +ecause the +rand is addressing an issue roacti*ey- E8%aste is

going to +e one of the %orst en*ironmenta haards in years to come- Mo+ies contri+ute

hea*iy to%ards this %aste- !ndia +eing the fastest gro%ing mo+ie market in the %ord,

this issue is going to +e of mammoth sie in the future-

The Take8Back camaign is aimed at educating eoe on the necessity of reducing e8

%aste through recycing- The concet of recycing is not ouar in !ndia and $okia %ants

to set an e=ame-

The camaign is aso roacti*e +ecause $okia is the indisuta+e market eader in

!ndia %ith a share of :6 K in the mo+ie hone market- So the +rand is resonsi+e for

contri+uting to the iing e8%aste %ith regard to mo+ie hones-


25/79

5

Athough $okia says that the recycing %i he the comany in ac.uiring fresh ra%

materias, the ne% camaign is more of a socia resonsi+iity initiati*e rather than a

+usiness one-

By aunching such an initiati*e, the +rand is aso gi*ing an imortant esson to other

marketers- The esson is a+out ong term in*estment on +rands- This take8+ack camaign

is not going to generate any short 8term +enefits for the +rand- Of course it had gi*en

some ositi*e /R for the +rand +ut nothing more and nothing ess- !ndian consumers are

not *ery thried +y green marketing initiati*es +ecause of ack of a%areness0concern-

Second this camaign is aso e=ensi*e +ecause $okia has to +uid an infrastructure to

suort this take8+ack- The +enefits %i come may +e in future %hen consumers reaie

that the +rand ha*e foreseen such an en*ironmenta crisis and took roacti*e measures to

reduce that- $o%, ho% many +rands %i e*er think of such an in*estment

!n future comanies %i +e made resonsi+e for such accumuation of %astes- !n

de*eoed countries, strict rues are no% in force to check the roiferation of such %astes-

!ndia too %i mo*e to such a reguated regime in near future- Hence it makes sense for a

market eader to initiate such a camaign- !t increases the +rand e.uity (in future and aso

reares a ro+ust green ogistics infrastructure for the future- #reen ogistics is denotes

the ogistica infrastructure to coect +ack the roducts from the customers for recycing

or reair-


26/79

5

S"1% "5 -:% Pr"3/$-# -:a- N"kia "55%r# -" C/#-"1%r# ar%6

N"kia N;

N"kia ;+ N"kia ''

N"kia **'

N"kia *=>= N"kia >>* N"kia >>+ N"kia >

N"kia >


27/79

5

Fi0% 8?# "5 -:% $"18a2

Pr"3/$-69

Historicay, the thinking %as1 a good roduct %i se itsef- Ho%e*er there are no

+ad roducts anymore in todayGs highy cometiti*e markets- /us there are many a%s

gi*ing customers the right to send +ack roducts that he ercei*es as +ad- Therefore the

.uestion on roduct has +ecome1 does the organiation create %hat its intended customers

%ant efine the characteristics of your roduct or ser*ice that meets the needs of your

customers-

F/$-i"a7i-26

• Duaity

• Aearance

• /ackaging

• Brand• Ser*ice

• Suort

• arranty

The Mo+ie /hones +usiness grou increased its consumer offering during the

.uarter %ith the introduction of ne% modes in a range of form factors and designs-

Highights incude1

http://www.12manage.com/methods_zeithaml_servqual.htmlhttp://www.12manage.com/methods_zeithaml_servqual.html


28/79

5

• $ine ne% #SM modes, incuding the $okia ?5>6, our first mid8range

@MA0;# hone-

• Four ne% @MA modes, gro%ing our mid8range offering in @MA-

• /remium category de*ices1 the $okia >>66 and $okia >>67 stainess stee side

hones-

• The $okia ?5:6 side hone1 one of t%o ne% modes %ith 5 mega i=e cameras-

• The $okia 97


29/79


30/79


31/79

5

customers to +uy their roducts instead of higher riced, more esta+ished +rands-

The organiation may aso +oost saes +y o%ering rices if demand is

rice eastic- One ro+em %ith this strategy in the mo+ie communications market (or

any other highy cometiti*e markets is that rice %ars %i often de*eo %ith ri*a

comanies and this can imit to the amount of rofit that can +e made, and aso

generate osses due to under8ricing in an attemt to hod onto market share-

Pri$% 3i#$ri1ia-i"

This is %here comanies can charge different rices in different markets, +ecause of the

consumers they are aiming at, for e=ame, rai comanies charge different rices for eak

and off8eak tra*e cards and fares- This strategy is ony a*aia+e for use %hen

the consumers are una+e to undercut higher rices +y reseing their roducts from o%

riced markets to high riced markets-

D%#-r"2%r 8ri$i!

This is a more drastic and aggressi*e form of enetration ricing, used %hen a comanyGs

o+'ecti*e is to get rid of cometition cometey +y o%ering their rices to e*es that

other comanies cannot afford to dro to- The do%n side to this strategy is that consumers

may see the o% rice as a refection of the .uaity of the roduct and stick to the higher

riced roducts +ecause they offer a roduct of higher .uaity-


32/79

5

Li#- Pri$%69

• iscounts

• Financing

• "easing Otions

• Ao%ances-

P7a$%69

A*aia+e at the right ace, at the right time, in the right .uantities Some of the

recent ma'or changes in +usiness ha*e come a+out +y changing /ace- Think of the

!nternet and mo+ie teehones-

L"$a-i"#69

• "ogistics

•

@hanne mem+ers• @hanne Moti*ation

• Market @o*erage

• Ser*ice "e*es

• !nternet

• Accessi+iity

http://www.12manage.com/methods_constantinides_4s_web_marketing_mix.htmlhttp://www.12manage.com/methods_constantinides_4s_web_marketing_mix.html


33/79

5

Pr"1"-i"69

Ho% are the chosen target grous informed or educated a+out the organiation and

its roducts This incudes a the %eaons in the marketing armory 8 ad*ertising, seing,

saes romotions, /u+ic Reations, etc- hie the other three /Gs ha*e ost much of their

meanings in todayGs markets, /romotion has +ecome the most imortant / to focus on-

A30%r-i#i!69

• Fr"- Li% S%r0i$%

• P/47i$ R%7a-i"#

• M%##a!%

• Dir%$- Sa7%#

• Sa7%#

• M%3ia

• B/3!%-

P%"87%69

A eoe directy or indirecty in*o*ed in the consumtion of a ser*ice are an imortant art

of the e=tended marketing mi=- 4no%edge orkers, Emoyees, Management and other @onsumers

often add significant *aue to the tota roduct or ser*ice offering-


34/79

5

Pr"$%##69

/rocedure, mechanisms and fo% of acti*ities +y %hich ser*ices are consumed (customer

management rocesses are an essentia eement of the marketing strategy-

$okia has raidy mo*ed from functionay oriented organisation to a +usiness rocess

oriented mode, and our information systems ha*e not foo%ed the change as fast as they

shoud- To fi the ga, !M organisation must earn and imement %orking methods

%hich ena+e the creation of +usiness rocess oriented information systems- To satisfy

these +usiness needs, $okia has introduced a ne% de*eoment aroach for information

systems de*eoment- These rocesses ha*e +een created and tested during the S/!-

!n 7CC?, the starting oint of soft%are engineering ractices in $okia Mo+ie

/hones0!nformation Management %as that there %ere no ceary defined rocesses to

guide the soft%are de*eoment according to the +usiness needs- Re.uirement anaysis

%as usuay done %ith an ad8hoc stye %ithout a re8defined rocess- For the technica

design and imementation, there %as a first *ersion of ro'ect manua to foo%-

Technica en*ironment from !T oint of *ie% at $okia is great- Markets eading

+rands are utiied in e*ery art of the comany and ersonnes ski e*e is high in

technica issues- !n the S/! ro'ect, !@" td %as seected as the *endor to ro*ide a

consuting oint of *ie% and to dei*er their skis for +usiness anaysis and re.uirements

secification areas-


35/79

5

Business en*ironment in teecommunication industry is fast mo*ing and .uite

young, %hich means +ig chaenges for information management1 timing is crucia-

Because of the changing en*ironment, aso organiation is changing raidy- @hange is an

e*eryday henomenon at $okia, %hich hes a ot %hen changing %orking ractices as a

art the S/!- Ski set needed for the +usiness and re.uirements anaysis and other arts of

the S/! is different from the technica e=ertise so common at $okia- !n order to succeed,

some time for training %as reser*ed during the S/!-

The technica target en*ironment for the S/! incuded a R0; +ased standard

ackage as the +aseine ro'ect en*ironment, a @ASE too to suort the !M /rocess and

an intranet en*ironment %here the resuts %ere shared-


36/79

5

P%r#"

K%2 E%$/-i0%# I T:% C"18a269

Pa2 E%r$i#%3

Mr. S-%8:% E7"8@ ,;

@hairman, @hief E=ec- Officer and

@hairman of the #rou E=ec- Board

-664


37/79

5

SWOT Aa72#i# "5 -:% C"18a26 N"kia

S-r%!-:#69

$okia has argest net%ork of distri+ution and seing as comared to other mo+ie

hone comany in the %ord- !t is +acked %ith the high .uaity and rofessiona team in

the HR et- The financia asect is *ery strong in case of $okia as it has much more

rofita+e +usiness- The roduct +eing user friendy and ha*e a the accessories, one

%ants thats %hy, it is great demand making- it $o87 seing mo+ie hones in the %ord- !t

has %ide range of roducts for a cass- The re8se *aue of $okia hones are high

comared to other comanys roduct-

W%ak%##69

$okia has many strengths and some %eakness- Some of the %eakness incudes the

rice of the roduct offered +y the comany- Some of the roducts are not user friendy-

$ot concern a+out the o%er cass f the society eoe- $ot targeting romotion to%ard

them- The rice of the roduct is the main issue- The ser*ice centers in !ndia are *ery fe%

and scare- So after saes ser*ice is not good-


38/79

5

O88"r-/i-269

$okia has ame of oortunity to e=and its +usiness- ith the %ide range in

roducts, features and different rice range for different eoe, it has an ad*antage o*er

the cometitors around- ith the oortunity ike PTeecom enetration in !ndia +eing at

the eak time, $okia has an oortunity to increase its saes as %e as the market share-

As the standard of i*ing in !ndia has increased the urchasing o%er of the eoe as

increased as %e, so $okia has to target right customer at right time to gain the most out

of the situation-

T:r%a-#69

$okia has many threats to tacke to maintain its osition as market eader- The

threats ike emerging of other mo+ie comanies in the market- The comanies ike

Motoroa, Sony Eriksson, @inguar (2-S etc- these comanies ha*e come to the stand of

tough cometition %ith $okia in the fied of Mo+ie /hones- Threats can +e ike ro*iding

chea hones, ne% features, ne% stye and tye, good after saes ser*ice etc- So, $okia

has to kee in mind the gro%ing cometition around- $okia has to make strategies to

tacke ro+ems in the resent and the near future- The gro%ing demand of "" net%ork

can cause dro in saes for $okia, as $okia ro*ides many ess @MA hones to the

customer-


39/79

5

Mark%-i! 8ri$i87%#69

There are many riorities %ithin a +usiness, +ut in a marketing orientated comany

ike $okia, many of the foo%ing rincies %i +e high on the agenda1

•@ustomer satisfaction1 Market research must +e used to find out %hether customersG

e=ectations are +eing met +y current roducts or ser*ices-

• @ustomer ercetion1 this is +ased on the images consumers ha*e of the organiation

and its roducts, this can +e +ased on *aue for money, roduct .uaity, fashion and

roduct reia+iity-

• @ustomer needs and e=ectations1 This is anticiating future trends and forecasting

for future saes- This is *ita to any organiation if they %ish to kee their entire

current market share and de*eo more-

• #enerating income or rofit1 This rincie ceary states that the need of the

organiation is to +e rofita+e enough to generate income for gro%th and to satisfy

stakehoders in the +usiness- Athough satisfying the customer is a +ig art of

a comanys ans they aso need to take into account their o%n needs, such as1

http://www.123helpme.com/search.asp?text=futurehttp://www.123helpme.com/search.asp?text=future


40/79

5

• Making satisfactory rogress1 Organiations need to make sure that their roduct is

de*eoing aong %ith the market, if a roduct is de*eoing %e, then income shoud

increase, if not then the marketing strategy shoud +e re*ised-

• Be a%are of the en*ironment1 An organiation shoud a%ays kno% %hat is haening

%ithin their designated market, if it is changing, saturation, technoogica ad*ances,

so%ing do%n or raidy gro%ing, +eing u to date on this is essentia for comanies

to sur*i*e-

There are aso certain e=terna factors that a comany shoud +e *ery a%are of, such

as /-E-S-T factors (oitica, en*ironmenta, socia and technoogica and aso S--O-T

(strength, %eakness, oortunity and threat- A +usiness must take into account a these

constraints %hen designing and introducing a marketing strategy-


41/79

5

T:% P.E.S.T Fa$-"r69

/oitica factors8 "ega constraints (such as the #; technoogy

constraints that $okia ha*e to take into consideration must +e taken

into account +ecause many +usinesses aim to make a rofit so they may

+e temted to misead their customers a+out rices, .uaity of

roducts and the a*aia+iity of their roducts- They may aso try to

cut e=enditure +y using esser .uaity materias in their roducts

(such as %eaker materias for $okia cases and +atteries, aso some

comanies may aso disose their %aste in %ays that damage the

en*ironment (oution and not ensuring high standards of hygiene and

safety in the %orkace and outet stores, a of these are iega

and can ea*e comanies in +ig ega trou+e-

The go*ernmenta +odies in the 2-4 ha*e introduced ne% a%s into the +usiness

en*ironment, %hich ensure that none of these rocedures take

ace if a comany is to +e successfu they must foo% a of these

a%s-

En*ironmenta socia and ethica factors8 some +usinesses *ie% rofits are more

*aua+e than a strong ethica code and this can go*ern

+eha*ior and +usiness conduct- Some un8ethica ractices are against


42/79

5

the a% and comanies cannot +ecome in*o*ed in them (! ha*e

mentioned these a+o*e +ut there are aso some ractices that arenGt

iega +y a% +ut are considered highy un8ethica +y the consuming

u+ic, comanies %ho engage in these racticeGs can ose a ot of

market share if they are found out- An e=ame of this is cosmetic

testing on animas, it is ega +ut some of the consuming u+ic are

not hay a+out it and +oycott @ertain roducts +ecause of it,

comanies must +e *ery carefu a+out ho% they conduct themse*es-

$okia ha*e managed to +e .uite en*ironmentay friendy and ha*e not done

anything that the consuming u+ic ha*e taken huge offence to,

they ha*e +een *ery carefu a+out this and this is one of the reasons

they are such a ouar +rand of mo+ie hones-

Technoogica8 !n the communications market technoogy is erhas the most

imortant factor that comanies ike $okia ha*e to take into

consideration- They ha*e to kee u to date %ith a the ne%est

technoogica ad*ances (ike camera and motion cature hones if they

are going to cature the +iggest market share and stay ahead of their

cometitors (Sony and Seimens-

http://www.123helpme.com/search.asp?text=publichttp://www.123helpme.com/search.asp?text=public


43/79

5


44/79

5

Mark%- R%#%ar$:

A +usinesses success is +ased on %hether they can gi*e the customer

%hat they %ant and %hen they %ant it- Market research in*o*es the

coection, coation and anaysis of data reating to the consumtion

and marketing of ree*ant goods and ser*ices-

The urose of market research is reay to find out %hether there is

a ga in the market for your roduct or ser*ice or %hether you can

make customers %ant your roduct through ersuasi*e ad*erting- e

aready kno% that there is a market for mo+ie hones +ut the current

market ga has +ecome saturated (or if not saturated, amost

saturated so $okia need to find a ne% market segment to aim their

roducts at- !n order to cassify the %ants and needs of the consuming

ouation, comanies need to gather information on the foo%ing1

• @onsumer +eha*ior8 Ho% do customers react to ad*ertising hether

they are artia to rie gi*e8a%ay or free gifts hat are their

reactions to ne% and de*eoed roducts


45/79

5

• Buying atterns and saes trends8 Organiations need to ook at ho%

+uying trends and atterns are affected +y cass, gender, reigion and

region- They aso need to understand ho% +uying atterns change o*er

time and %hat markets are e=anding and are %orth trying to enter and

o+*iousy %hich markets are contracting and comanies shoudnGt aim to

enter into-

• @onsumer references8 hat customers are ooking for in a roduct,

for e=ame, stye, coor, technoogy, amount of outets, customer ser*ice and

romotiona styes-

• Acti*ities of cometitors in the market8 $okia need to e=amine ho%

their ri*as are adating their rices and roducts to meet the

consumers needs, ho% %e the ri*as are seing and %hat marketing

strategies they are using-

• Market research shoud suy the comany %ith a the information

they re.uire a+out consumers references, %hether they +uy certain

roducts, %hat design features are refera+e and %hat kind of retai

outfits are most fre.uenty used for urchasing certain roducts-


46/79


47/79

5

METHOD OF COLLECTING DATA

M%-:"3# "5 $"77%$-i! 8ri1ar2 3a-a18

• Face to face sur*ey

• Oen ended inter*ie%

• Teehone sur*ey

• /osta sur*eys

• @onsumer anes

• O+ser*ations

• E=eriments

M%-:"3# "5 $"77%$-i! #%$"3ar2 3a-a18

I-%ra7 #"/r$%#6

• E=isting reorts

• istri+ution data


48/79

5

• Shokeeers oinions

• Stock records

• Saes records

• Accounting records

E-%ra7 3a-a6

• #o*ernment statistics

• Seciaist +usiness organiation, for e=ame, Minte or $eisons

retai audit-

• @onsumer data+ases1 8 To he decide %hat market segment, to aim at comanies

can aso ook at the +uying ha+its of customers- !n order to make decisions

a+out the tye of roducts to make, %hat ad*ertising to use, romotiona tactics,

ricing and ackaging- $okia %i need to kno% a+out the foo%ing1

o The tyes of goods customers +uy

o Ho% much they +uy

o Ho% often they +uy


49/79

5

There are aso certain *aria+es that can affect eoes +uying ha+its, they

incude1

o Age

o #ender

o Area they i*e in

o Reigion

o "ifestye

o Taste

o Fashion and references-


50/79

5

Mark%- #%!1%-a-i"69

!n order to an their roduct $okia must ook at %hat area of the market they

%ant to aim the roducts at, as the current youth market is more or ess saturated $okia

%i ha*e to research into a ne% market, ! suggest the 99Q market as they %i ha*e ots of

disosa+e income and my research sho%s that most eoe aged 99Q do not currenty

o%n a mo+ie de*ice and coud +e ersuaded to +uy one +y certain romotions and a good

ad*ertising camaign, aso the dro in ca rices shoud attract a ot of eoe %ho may

ha*e re*iousy +een hesitant due the high costs-

Beo% is a ta+e sho%ing the ouation in terms of socia grouing of

the 2-4 in 7CCC1

S"$i"9%$""1i$ !r"/8 "5 8"8/7a-i"

A82er cass 5->K

B8Midde cass 7>-?K

@78"o%er midde cass 5:-9K

@58 Skied %orking cass 55-7K

8 orking cass 7:-?K


51/79

5

E8"o% income earners 77-


52/79

5


53/79

5

S-a!%# "5 1ark%-i!69

7- Market and roduct research1

a- Finding out %hat your customers %ant

+- Technica research

5- /roduct aunch

a- Test market

+- /ricing Branding

c- /ackaging

;- /roduct romotion

a- Ad*ertising

+- Merchandising

c- /u+icity and /-R

d- Saes romotion


54/79

5

+- Tye and amount of saes outets

c- "oca, nationa or internationa saes

d- Transortation of goods

9- Monitoring and anaying the saes

a- Meeting customer satisfaction

+- oes the roduct need modifying or reacing

c- !s a rofit +eing made

d- !s customer ser*ice satisfactory

e- Ha*e the saes targets +een met


55/79

5

I# -:% 8r"1"-i" a3 3i#-ri4/-i" 8"7i$2 %55%$-i0%

I5 a $"18a2 !%-# -" #%$-i" "5 -:% 1ark%-i! $2$7% a3 a

#/4#-a-ia7 a1"/- "5 -:% !"a7# :a0%- 4%% 1%- -:% -:%2 i77 :a0%

-" $"#i3%r r%97a/$:i! -:% 8r"3/$- "r -aki! i- "/- "5 -:% 1ark%-

$"187%-%72 a3 87a$i! i- i a 3i55%r%- 1ark%- "r $:a!i! i- -" 1%%-

-:% %%3# "5 -:% $/rr%- 1ark%-.

http://www.123helpme.com/search.asp?text=policyhttp://www.123helpme.com/search.asp?text=policy


56/79


57/79

5

comanies (Sony and /anasonic coud charge

higher rices than they %oud in the highy cometiti*e market that

they are in today, as there arenGt so many comanies cometing for

market share-

Gr"-:

!n the gro%th stage of the roduct ife cyce comanies can e=ect

ad*ertising and romotiona costs to +e as high as in the introduction

stage as more comanies %i enter the market and cometition for

market share %i increase- Ad*ertising is a ro*en %ay of romoting

technoogica ad*ances %ithin a market (as %ith the ne% comany ;

romoting their ne% technoogy that ao%s eoe to %atch *ideos on

their handsets so higher ad*ertising costs can +e e=ected as the

technoogies a*aia+e get +etter and more ad*anced-

The gro%th stage is aso the stage that comanies %i (hoefuy

start to make a rofit, +ased on good market research and a strong

sense of +randing and a successfu marketing scheme- !n the gro%th

stage rofit isnGt the ony thing that %i start to de*eo, as there

are more comanies in the market it is o+*ious that more technoogy

%i +e de*eoed and that %i dri*e rices higher, this is ho%

comanies start to make rofits (+ecause consumers ha*e acceted the


58/79

5

roduct, in $okiaGs case, mo+ie hones, as a necessity they %i +e

more %iing to ay higher rices for ne% hones that emerge in the market-

Ma-/ri-2

hen a roduct enters the maturity stage, ad*ertising and romotiona rices

shoud decrease, as consumers are more a%are of the roduct and %i research ne%

additions to the market instead of +eing tod %hat is ne% (this is +ecause hones ha*e

+een romoted as fashion items and %i +e desired +y the consumers- At this oint in the

roduct ife

cyce the main roducers ($okia, Siemens, Sony etc shoud +e cear as

they %i ha*e the most money to de*eo and romote their hones

%hie the other, ess ouar roducers of hones (/anasonic, Tou=

and $E@ %i +e strugging to sur*i*e and %i dro out of the market

either here or they %i seriousy strugge in the ne=t stage, decine-

D%$7i%

This is the stage that Mo+ie hones ha*e entered ($okia had recorded their first

dro in saes earier this year, and a the remaining

comanies are trying to re8aunch their roducts +y either de*eoing

their roducts or entering ne% markets- At this oint hone saes %i

+e decreasing and romotion and ad*ertising costs %i start to rise

again as comanies fight for the remaining market share and strugge

to make a rofit-


59/79

5


60/79

5

Aa72#i# "5 M2 R%#%ar$:

From my research ! ha*e found out that 99K of eoe do aready o%n a mo+ie

hone, +ut ! aso found out that 766K of the student ouation

(aged 77857 did aready o%n a mo+ie hone and the ma'ority of the

oder eoe in the same (aged around


61/79

5

entering a ne% market on romoting the +rand as a %hoe and shoud

concentrate the ma'ority of their romotiona e=enditure on singuar

modes or ne% technoogies that are +eing disco*ered or +eing

reeased-

My research sho%ed that the most ouar aces that mo+ie hones are +ought in

are @ar hone %arehouse and the ink %hich accounted for >9K of the saes of mo+ie

hones to the eoe ! .uestioned- Sma

deaershis such as seecti*e net%ork outets and ma'or househod

aiance stores, ike Lohn "e%is or the O5 stores accounted for a

*ery sma amount of saes (ess than 76K- !f a hone is to +e

successfuy distri+uted it is ony ogica that it shoud +e reeased

in the main deaershis +efore the other smaer outets if it is

going to reach its ma=imum seing otentia-

According to my research the three most imortant things that

consumers are ooking for in a mo+ie hone are ong +attery ife, a

styish casing, and good SMS (te=t messaging features- !f a hone is

to +e successfu in the market en*ironment it must incude a of

these, +ut the consumers ha*e to +e tod that your roduct has these

a*aia+e, this is %hat the comany shoud try and romote through

ad*ertising and not 'ust the +rand name-


62/79

5

! ha*e found out that most eoe do not conduct hea*y research, if

they do any research at a (ony ?9K did research into mo+ie

hones, and the most common forms of research are magaines and

%indo%8shoing- This means that it is imortant for a roduct to

stand out to the consumer and ook good statisticay in a magaine so

that it %i stand out to the consuming ouation %ho research in

magaines, and the eoe %ho ask foor saes eoe for ad*ice on

%hich handset to urchase-

/rice %as a difficut *aria+e to anaye as my research has sho%n

that it %as a 96896 sit +et%een eoe %ho said rice %as a key

factor, and those %ho didnGt reay care a+out the rice as ong as

the hone %as offering e*erything they %anted, athough uon further

insection most eoe %oud not ike to send o*er 7:9 on a handset,

+ut coud +e ersuaded to ay a itte more +y a strong ad*ertising

camaign or a good a8round ackage, that incudes chea ca rates,

free te=t messages and some free accessories, for e=ame, a hands

free kit or an in car charger-

! ha*e aso found out that the most ouar food shos are Sains+uryGs

and Marks & Sencer, this gi*es us an idea of %here to ut romotiona

fiers and eafets a+out u and coming reeases into the market, and

as eoe are usuay +ored %hie %aiting in ines for a ti, they

http://www.123helpme.com/search.asp?text=littlehttp://www.123helpme.com/search.asp?text=littlehttp://www.123helpme.com/search.asp?text=little


63/79


64/79

5


65/79

5

FINDINGS

A recent artice in one of the tech magaines says that you might ha*e read in mid

ecem+er 566> ho% $okia %as the first mo+ie manufacturer to aunch recycing

camaign in South Africa- Lust coue of %eeks after that $okia !ndia kicked off their

recycing a%areness and take8+ack camaign in the $okia !ndia office and the interna

a%areness dri*e %as foo%ed aso +y an e=terna aunch of the camaign as a iot in

four cities (ehi, #urgaon, Bangaore and "udhiana on 7 Lanuary 566C-

G/ractice %hat you reachG %as the hiosohy that the en*ironment team tried to dri*e

internay +efore the e=terna aunch of the camaign- The *enue %as the e*er ouar

cafeteria in %hich an e=erientia centre %as set u- As art of the in*itation to the e*ent,

emoyees %ere re.uested to +ring their od hones and accessories to deosit in the

recycing +ins, seciay designed for the take +ack camaign-

$okiaGs Marketing irector oened the e*ent and discussed the en*ironmenta

chaenges %e a face, and the need for e*ery+ody to take resonsi+iity for sa*ing the

en*ironment- @harts and a fim at the *enue e=ained the recycing rocess and

highighted $okiaGs aroach to continuousy imro*e en*ironmenta sustaina+iity in a

roducts and ifecyce thinking-


66/79

5

$okiaGs first eco8de*ice 3110 Evolve %as aso sho%cased and information %as

shared on other green initiati*es such as its inno*ati*e ackaging and the we:

offset aication %hich hes eoe to comensate their en*ironmenta imact-

Emoyees %ere aso encouraged to take an en*ironmenta .ui +ased on the information

shared at the e=erientia one-

For e*ery erson %ho droed a hone a %e: recycle carry +ag %as gi*en, %ith a romise

to ant a tree and a tag we: Just did it' Emoyees %ere aso in*ited to sign u and

*ounteer for articiating in en*ironmenta rogrammers ike recycing camaigns at

coeges0community centers- 5? additiona emoyees registered to +ecome a we:

champion-

Finay, to make sure that recycing gets incuded in e*eryoneGs $e% ear

resoutions, the recycing team %ent one +y one to the desks of a emoyees %ith the

take8+ack +in and a +e (@hristmas %as aroaching urging e*eryone to check their

dra%ers and dro the un%anted hones and accessories for recycing-

The interna a%areness dri*e recei*ed a *ery ositi*e resonse and e*eryone %ent

+ack conscious of ho% they imact the en*ironment and therefore the need to +e

conscious of actions that can contri+ute ositi*ey to%ards reducing each oneGs

en*ironmenta footrint- As art of the e=terna camaign $okia had aid out a ro+ust

recycing infrastructure across the country %ith o*er 7;66 recycing +ins instaed at

$okia /riority eaers and $okia @are @enters- The camaign is the first initiati*e of its


67/79

5

kind +y any mo+ie manufacturer in !ndia- The !ndian recycing initiati*e forms art of

$okiaGs go+a take8+ack rogrammed %hich currenty co*ers >9 countries %ord%ide-


68/79

5

CONCLUSION

$okia has aready shifted its concentration on to the sector of green marketing +y

introducing the roducts %hich are +io8degrada+e- !t has aready reeased its roducts in

such rages such as its accessories, anes, +io8degrada+e +atteries, etc- This strategy of

nokia has heed it a ot in de*eoing its rofit margins- !t has aso heed in romoting

its cometitors in doing the same such that a the roducts that are aunched in the market

can +e Eco8friendy-


69/79

5


70/79

5

BIBLOGRAPHY

Books

• Marketing Management By /hii 4oter

• #reen Marketing1 Oortunity For !nno*ation, 5nd

EditionBy Lac.ueyn A- Ottman

• The $e% #reen Marketing Bi+e By /eter M- Senge

e+sites

• %%%-nokia-co-in

• %%%- %ikiedia-org

• %%%-marketingractice-+ogsot-com

• %%%-+=-+usiness%eek-@om

• %%%-+usinessgreen-@om

http://www.nokia.co.in/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.marketingpractice.blogspot.com/http://www.marketingpractice.blogspot.com/http://www.bx.businessweek.com/http://www.businessgreen.com/http://www.nokia.co.in/http://www.wikipedia.org/http://www.marketingpractice.blogspot.com/http://www.bx.businessweek.com/http://www.businessgreen.com/


71/79

5

UESTIONNAIRE (')


72/79

5

$ame of resondent1

Age of resondent1

Address of resondent1

/hone num+er of resondent1

Emai address of resondent1

Business name1

Marketing head name1

/ease ans%er the foo%ing .uestions %hich are +ased on green marketing- Ans%er a

the .uestions for a fair resut and e*auation-

D7- oes your comany +eie*e in the concet of green marketing

a es

+ $o

D5- Ho% do you think %oud you he the en*ironment +y foo%ing green marketing

strategies and reguations


73/79

5

D;- !n your oinion ho% is green marketing more effecti*e than reguar marketing

techni.ues

D


74/79

5

D:- here do you stand in comarison to other comanies %hen it comes to foo%ing

green marketing

D>- o you +eie*e in the concet of comete green marketing conditions throughout the

%ord

a es

+ $o

DC- #i*e your oinion on %hether green marketing %i +ring you as much rofit as it did

+efore

D76- hat are the main areas to +e focussed uon for +ringing in green marketing for

your current ro'ect

UESTIONNAIRE (


75/79

5

Section 7

Before ans%ering the .uestions, ease ro*ide some information a+out yoursef-

Age Se= $ationaity

"e*e of education (ease check the highest e*e that aies1

High schoo graduate

Some coege

@oege graduate

#raduate student (M-A- or /h-

Masters degree

octorate degree

$one of the a+o*e

Ho% %oud you characterie your income e*e (ease circe one

"o%er Midde High

Section 5


76/79

5

o you agree %ith the foo%ing statements Ans%er the foo%ing .uestions +y circing

the aroriate num+er- The more you agree, the higher num+er you shoud circe (7

strongy disagree, 9 strongy agree-

7- @imate change is a serious issue-

7 5 ; < 9

5- #o*ernments shoud do more to encourage eoe to recyce-

7 5 ; < 9

;- The en*ironment is in danger due to human acti*ity-

7 5 ; < 9


77/79

5

Ho% often do you do the foo%ing Ans%er the foo%ing .uestions +y circing the

aroriate num+er (7 ne*er, 5 sedom, ; sometimes, < usuay, and 9 a%ays-

Remem+er that your ans%er shoud refect your actua +eha*ior, not your oinion a+out

%hether or not you shoud +eha*e this %ay-

7- hen making a urchase, ! seek out information a+out the roducts en*ironmenta

imact-

7 5 ; < 9

5- ! try to urchase roducts that can +e easiy recyced-

7 5 ; < 9

;- ! try to urchase roducts that are energy efficient-

7 5 ; < 9


78/79

5

/ease ans%er this .uestion +y circing the aroriate num+er (7 not %iing at a, 9

*ery %iing-

!f you %ere anning to urchase a ne% ceuar hone, and had to choose +et%een a

hone that incororated en*ironmentay friendy technoogy (ess ackaging, easier to

recyce, more energy efficient and an identica hone that did not incororate

en*ironmentay friendy technoogy, ho% %iing %oud you +e to ay 9K more for the

en*ironmentay friendy hone

7 5 ; < 9


79/79

5

a study on green marketing initiative by leading corporation takin nokia as case

Documents