marketing research of nokia
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MARKETING RESEARCH PROPOSALON
DECLINING MARKETSHARE
OF
NOKIA
SINCE 2007
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SHRINKING
MARKET
SHARE
NOKIA HASLOST OVER 20PER CENTSHARE IN THE
HANDSETMARKET ININDIA SINCE
2007
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BACKGROUND TO THESTUDY Nokia grew into an enormous size, making four out of
every 10 cell phones on the planet. But that sizebecame as much its weakness as it was itsstrength.Like a charging elephant that takes time toturn around,Nokia is today a competent manufacturer,a dexterous marketer and a nimble distributor,but it isnot the most innovative.
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Its global market share has shrunk from 38.6 percent in2008 to 36.5 percent in the first half of 2009
Its share in the domestic market shrunk from 72.2 percent in 2007 to49.7 per cent in Q1 of 2009.Nokia hastraditionally been a strong player in the below Rs 4,000segment that accounts for 77 percent of the market. But inthe past couple of years over 20 China made local brandssuch as Fly, Spice, Micromax and Samsungs Guru havecornered about 15 percent of the market due to their lowprice points.
At the top end, the Rs 10,000 plus segment is barely 6
percent of the market where rivals such as Blackberry, iPhoneand HTC are gaining around.
In the middle segment, Nokia is no more the customersonly choice. Previously people were only looking for Nokia
phones .But now customers also want to see Samsung, LG,and Sony Ericsson
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Market Share of Nokia in 2007
Nokia
Samsung
LG
MOTOROLA
SONYERICSSSON
8.1
7.3
6.472.2
2.3
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Market Share in India in 2009
Nokia
Samsung
LG
Motorola
Sony Ericsson
Huawei
Others
30.9%49.7%
7.6%6.9%
2.1%
0.9%
1.6%
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Business ObjectiveTo determine the features of
competitive brand due to which the marketshare has decreased.
To determine peoples perception about thebrand.
To solve the main key issues of thedistributors.
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Research ObjectiveResearch objective is to determine:
The main factors playing a crucial role in theminds of customer while selecting mobile handset.
The changed tastes and preferences of the people .
Features which make people think of buying othercompanies handsets.
.
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Research Question
RQ 1.What is the demographic,psychographic and usage profileof the customers of Nokia?Hypothesis :
H01:People who are initiator in buying nokia products areof age group between 18 to 28.
H02:A typical nokia customer is technology oriented andinnovator.
H03 :People purchase nokia handsets with an intension oflong term usage.
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RQ 2:Is price elasticity of demand of Nokia handset is low ?H01: Nokia handsets user are not price sensitive.H02: Price elasticity of handsets below Rs 4000 segment
is very high.RQ 3 : What are the features that influence customers toswitch over to other brands quickly ?
H01:Consumers are more concerned about the price ratherthan the quality of handsets.
H02:Consumers switch on to other brands due totheir stylish looks and other new add on features.RQ 4: What perception is there in the consumers mindabout Nokia?
H01 :Nokia is perceived as most trustworthy company inmobile handsets market.
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Research Design
Methodology
Research
Design
Conclusive
Descriptive
Casual
Exploratory
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Sampling
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Target GroupWe have chosen a targetgroup of people with agegroup of between 18 to25 as people of this age
group are active usersand innovative in usingtechnologies inbuilt inthe mobile.
Sample Size andCoverageThe sample size will beabove 100.We will becovering colleges andsenior secondary
schools.
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