INTRODUCTIONINTRODUCTION

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INTRODUCTION

Nokia is a world leader in mobile communications, driving the growth and sustainability of

the broader mobility industry. Nokia connects people to each other and the information that matters

to them with easy-to-use and innovative products like mobile phones, devices and solutions for

imaging, games, media and businesses. Nokia provides equipment, solutions and services for

network operators and corporations. Nokia is a broadly held company with listings on four

Company like Samsung and China Hardware base Companies Micromax, Karbonn,

Cellkon are giving a good Competition to Nokia in 2012-2013. Also Google did not give its

android Operating System to Nokia which led Nokia to fall and Samsung became No.1 Company.

But Nokia is thriving back with its New Models and Marketing strategies to Attain its

position in Market.

Nokia's competitive edge was in manufacturing low-cost (standard) handsets in high

volumes. Nokia hasn't recovered from missing the shift in consumer demand to smartphones and

apps. Adopting Windows OS was misguided as it lacks content to compete with iPhone &

Android. The turnaround strategy is fundamentally flawed and Nokia's future is bleak.

The project title is to know “Customer Satisfaction & Brand awareness towards

Nokia.” A review of 100 consumers has been taken to understand the customer satisfaction level

and brand awareness regarding Nokia.

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Motivation, Scope & Need of Study Motivation, Scope & Need of Study

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Motivation of Study

Nokia made First Mobile of world and maintained its No.1 position till 2012. But new

challenges and new companies in market with lesser price and higher configurations of mobile are

giving Nokia a great Competition. It’s now time for Nokia to rethink on its strategies and any

project containing Consumer review will help a lot to understand the market for Nokia. So at this

time when Nokia is thriving back to attain its Global position this project will help Nokia to

develop its marketing strategies and product profile and is Motivation for my project.

Scope and Need of Study

This study focus on how and why consumers make decision to purchase goods & services

The study enables us to understanding the perception of the market segment in a better

way .So, this study help NOKIA dealers to recognize the factor influencing the consumers

to buy the NOKIA Mobile and also identify various features influencing the buying process.

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Objectives of StudyObjectives of Study

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Objectives of Study:

To study the satisfaction level of consumers towards the NOKIA Mobile.

To know the advertisement effectiveness of NOKIA Mobile.

To Know the Brand loyalty of the respondents towards NOKIA Mobile.

To Know the product awareness. To evaluate the socio-economic factor influencing the

consumers to buy the NOKIA Mobile.

To conduct the comparative study between Nokia and other prominent Players in the

market.

Analysis of customer satisfaction and to find out the reason behind customer buying

behaviour while purchasing nokia.

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COMPANY PROFILE

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HISTORICAL BACKGROUND OF NOKIA

NOKIA was established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the banks of the

Tammerkoski rapids in the town of Tampere, in south-western Finland. The company was later

relocated to the town of Nokia by the Nokianvirta river, which had better resources for hydropower

production. That is where the company got the name that it still uses today. The name Nokia

originated from the river which flowed through the town. The river itself, Nokianvirta, was named

after the old Finnish word originally meaning a dark, furry animal that was locally known as the

nokia, or sable, or later pine marten.

Finnish Rubber Works established its factories in the beginning of 20th century nearby and began

using Nokia as its brand. Shortly after World War I, Finnish Rubber Works acquired Nokia Wood

Mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. These three

companies were merged to form Nokia Corporation in 1967.

The new company was involved in many sectors, producing at one time or another paper products,

bicycle and car tires, footwear (including Wellington boots), personal computers, communications

cables, televisions, electricity generation machinery, capacitors, aluminium, etc.

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The first Nokia century began with Fredrik Idestam's 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 Idestam establishes a paper mill at the Tammerkoski Rapids in south-western Finland,

where the Nokia story begins.

1898: Finnish Rubber Works founded

Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business.

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1912: Finnish Cable Works founded

Eduard Polón 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

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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PRODUCT OF NOKIA

AND

ITS FEATURES

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Nokia 1208

Key Features

Experience enhanced visual with the 65,536 color display

Dust and splash proof with rubberized keypad and anti-slippery back cover

Bright flashlight for convenience and emergency

Timer tracker feature helps you controls the duration of each call

Multiple phonebook makes sharing phone easier

Easy–to-use menu in multi languages with calendars

Operating Frequency

GSM Dualband EGSM 900/1800 MHz

Dimensions

Volume: 67.3 cc

Weight: 76.9 g

Length: 102 mm

Width: 44.1 mm

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Nokia 1650

Key Features

Easy one-touch key to activate FM radio in an instant

Enjoy easy viewing with the 65,536 colors, large screen display and large font type when dialing

Personalize your phone ring with quality MP3-grade and 32 Polyphonic ringtones

Extend your talk time with Power Saver mode

Convenient one-touch key to switch on built-in flashlight

Operating frequency

GSM Dualband EGSM 900/1800 MHz

Dimensions

Volume: 69 cc

Weight: 80 g

Length: 104.2 mm

Width: 43.8 mm

Nokia 262613

Key Features

Stand out from peers and friends with colored covers

Listen to and share your FM radio music through the integrated handsfree speaker

Record sound on the move and send to friends with Nokia Xpress Audio Messaging

Download wallpapers & ringing tones via GPRS

Stay updated on work and play with one inbox for SMS and MMS messages

Operating frequency

GSM Dualband EGSM 900/1800 MHz

Dimensions

Weight: 91 g

Length: 104 mm

Width: 43 mm

Thickness (max): 18 mm

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Nokia 2600Classic

Key features

Capture images and videos in dazzling color with the digital VGA camera and video recorder

Personalize your phone with MP3, ringtones and user-created ringtones

Enjoy music and news on the move with the FM radio

Monitor call times with Pre-paid Tracker

Share your photos and video clips with friends and family using Bluetooth

Keep in contact with SMS, MMS, email, and Nokia Xpress Audio Messaging

Keep all your contacts on hand with 1000-entry phone book

Operating frequency

Dual band GSM 850/1900 MHz

Dual band EGSM 900/1800 MHz

Dimensions

Volume: 63.5 cc

Weight: 73.2 g (with battery)

Length: 109.6 mm

Width: 46.7 mm

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Nokia 3500 classic

Key Features

An elegant, large, glossy black 1.8" smoked screen makes viewing all your photos a pleasure.

A solid metal rim around the phone protects the screen from scratches

Splitline coloring in the keymat adds a touch of color

Benefit from easy connectivity with Bluetooth, and a mini-USB port to connect to a PC

Save more of your moments with the option to use MicroSD memory cards up to 2GB

Ensure you’re always in touch with up to 2,000 contacts.

Stay entertained with a music player and FM radio

Make your handset unique with MP3 ringtones

Display

Main display: 128x160, up 262k colors. TFT (active area 1,8")

Imaging

2 megapixel camera

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Nokia 6500 slide

Key features

Take high quality pictures with a 3.2 megapixel camera with Carl Zeiss optics, auto focus, and 8x digital

zoom

A powerful double LED flash makes indoor pictures perfect

Share pictures or videos with friends and family via TV-Out

3G video calling helps you feel even closer to the people you care about

Connect directly to Flickr™ website to share your photos with all your friends

Imaging and video

Integrated 3.2 megapixel camera with Carl Zeiss optics, auto focus, with up to 8x digital zoom

Integrated double LED flash

Macroshot, landscape mode, sequential shots, and dedicated 2-step capture key

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Nokia N72

Key Features

"Slide and shoot" print quality photos with 2 megapixel camera with up to 20x zoom

Dedicated music keys for access to digital music player

Ambient light detector optimizes display brightness

Transfer data with Bluetooth wireless connectivity or via USB 2.0

Operating Frequency

EGSM 900/1800/1900 MHz

Automatic switching between bands

Dimensions

Volume: 95.4 cc

Weight: 124 g

Length: 108.8 mm

Width: 53.3 mm

Nokia N7318

Key Features

3.2 megapixel camera with Carl Zeiss optics

Large, bright 2.4-inch display

Advanced auto-focus and mechanical shutter

Stereo FM and support for Visual Radio

Download and stream videos with built-in RealPlayer

Operating Frequency

Quadband EGSM 850 / 900 / 1800 / 190 MHz

Dual mode WCDMA / GSM

WCDMA 2100 MHz

Dimensions

Weight: 116 g

Length: 110 mm

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MISSION STATEMENT,

STRATEGY AND PURPOSES OF NOKIA

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Mission Statement, Strategy and Purposes of Nokia

Mission Statement

Customer – To maintain customer confidence by continuing to provide quality service

specifically designed to meet their needs.

Market – To be recognised as a market innovator in the mobile phone industry to continuing

to improve our business practise.

Business – To ensure the team has a complete understanding of all Mobile Network Internal

Systems and Procedures and that each team member is responsible for compliance with the

Business Management System.

Training – To develop on going training strategies to empower personnel with skill levels

essential for future company success.

The Team – To create the best possible working environment, promoting career

enhancement and job security, encouraging trust in the company and loyalty to the

customer.

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Marketing Strategy

Nokia’s corporate responsibility strategy is to engage, improve and be accountable .

They constantly measure and review their performance in economic, environmental and

social issues. They engage in stakeholder dialogue and form partnerships that serve the

areas they want to improve upon. They pursue focused and practical improvement

programs in relevant organizational or geographical areas as part of business operations -

this involves business planning, internal communications, training. They increase

accountability to stakeholders through reporting, and informative internal and external

communications activities.

What makes them unique is the way they do it. Based on the same approach that guides the rest of

their activity – ‘The Nokia Way’ - their corporate responsibility is developed through logical steps,

with much of the work concentrated inside the company, much of the work built on existing

programs, and many stages taken forward in parallel.

According to them it is essential to drive corporate responsibility through the company-wide

strategy process, support issue owners in building business cases for ethical improvement and

implementation, and increase accountability to both internal and external stakeholders.

For them, corporate responsibility is an integral and continuous part of decision-making in all parts

of their business; taking responsibility for the consequence of their actions. It’s a belief that by

focusing on issues over which they have most influence and which their stakeholders consider

important, they will be able to mobilize more of company resources, be more proactive, and ensure

long-term programs.

The Nokia Strategy continues to focus on three activities to expand mobile communications in

terms of volume and value:

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Expand mobile voice

Drive consumer multimedia

Bring extended mobility to enterprises

Expand Mobile Voice

We believe that many opportunities for growth exist in the mobile voice market, and we intend to

continue to focus on this area. In doing so, we aim to capitalize on our demonstrated efficiency and

skill in execution and demand-supply chain management, and our history of innovation. The

markets on which we intend to focus include markets with low mobile subscription rates relative to

the size of the population, geographic areas where it is more cost-effective to build wireless

infrastructure than fixed-line networks, and heavily populated areas, where factors such as poor

housing infrastructure or theft of materials tilt the scales in favour of wireless solutions. We also

intend to focus on markets where the need for network capacity is growing as a result of mobile

network operators promoting the replacement of fixed networks with wireless.

Drive Consumer Mobile Multimedia

They intend to enter new product and service niches, which we expect will emerge as technologies

from diverse industries start to converge, especially in the area of consumer multimedia. Our

strategy is to explore, identify and extract revenue from the most profitable and fastest growing

segments of the consumer multimedia business and its value chain by anticipating consumer needs

in this area, and developing innovative products and services. In the near term, we intend to focus

on imaging and games, where we have already introduced a number of products. Our strategy to

drive consumer multimedia will also involve leverage of our strong position in the consumer voice

market.

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Bring Extended Mobility to Enterprise

We intend to capture profitable segments of the corporate market by offering products and services

that will benefit companies and individual business people alike, including a diverse handset range

as well as security and mobile connectivity solutions specifically tailored for enterprise needs. As

we do this, we intend to capitalize on companies' needs for mobility and seamless mobile

connectivity in their operations, and also expect to collaborate with leading technology and systems

integration partners.

Business Objective

Nokia’s business objective is to strengthen their position as a leading systems and products

provider. Their strategic intent, as the trusted brand, is to create personalized communication

technology that enables people to shape their own mobile world.

Nokia innovates technology to allow people to access Internet applications, devices and services

instantly, irrespective of time and place. Achieving interoperability of network environments,

terminals and mobile services is a key part of their objective.

They intend to capitalize on their leadership role by continuing to target and enter segments of the

communications market that they believe will experience rapid growth or grow faster than the

industry as a whole.

By expanding into these segments during the initial stages of their development, Nokia has been

established as one of the world's leading players in wireless communications and significantly

influenced the way in which voice and other services have been transferred to a wireless, mobile

environment.

As demand for wireless access to an increasing range of services accelerates, they plan to lead the

development and commercialisation of the higher capacity networks and systems required to make

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wireless content more accessible and rewarding to the end user. In the process, they plan to offer

their customers unprecedented choice, speed and value.

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AREAS OF FOCUS

To achieve their business objective, their strategy focuses on: being the preferred provider

of solutions for mobile communications; creating personalized communication technology;

driving open mobile architecture enabling a non-fragmented global mobile services

market; strengthening and leveraging Nokia, the trusted brand; and expanding our

business and market position on a global basis.

Mobile Communications—The aim is to position Nokia as the preferred provider of products

and solutions for mobile communications by providing leading communications networks

that enable end-to-end service delivery for both cellular and broadband networks. They

develop leading high-capacity cellular networks, platforms and user applications for the

mobile Internet, end-to-end broadband access solutions and Professional Mobile Radio

systems.

Personalized Technology—They want to strengthen their leadership position in converging

personal digital terminal solutions. They build on their core competencies in various key

areas, including design and product innovations, brand development, and effective

demand/supply network management, to bring new product concepts and associated

services to market.

Driving Open Mobile Architecture—Nokia’s key commitment is to create a global and open

mobile software and services market. They aim to achieve this through strong partnering

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with customers, suppliers and industry participants, and solid focus on end-to-end solutions

in all their development activities.

Strengthening the Brand--According to a variety of consumer surveys, the Nokia brand is

associated with well-designed, high quality and technologically advanced products and

customer services that are also user-friendly. Having invested considerable resources in

establishing the Nokia name as the leading brand in mobile communications, they intend to

sustain and enhance the brand through aggressive advertising, sponsorship and other

marketing activities in all of their principal markets. It’s a belief that the leading market

position provides significant opportunities for Nokia to better understand and respond to the

usage patterns of end users, and thus enhance the Nokia brand.

Expanding The Business-- For more than a decade, they have actively expanded their business

globally. They, therefore benefit from strong economies of scale throughout the

organization. Nokia’s strategy is to continue focused pursuit of global business

opportunities by cultivating a strong local presence in all growing markets and pursuing

partnering and acquisition opportunities in order to obtain complementary technologies and

market positions.

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NOKIA RULES …………….

ON THE MOBILE PHONE MARKET

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Reasons Why Nokia Rules the Mobile Phone Market

In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-Ericsson and

Motorola, Nokia really rules the mobile phone market all over the world with nearly 40% of the

market share with no close competitors. Nokia is certainly the king when it comes to brand value,

service and experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia

including India and China. How they could reach the top position?

1. Call Quality

Nokia is known for its circuitry to handle the RF Reception and providing the best call reception

quality. You won’t see users complaining much about the noise or the disturbances within Nokia

phones unless its a problem of the telecom service provider. So, the primary objective of a mobile

phone i.e. to serve us with better and clearer sound when we talk , is served by Nokia perfectly.

And if you are a person who is accustomed to other mobile phone manufacturers, then you know

that even Apple iPhone and Sony Ericsson are guilty of it.

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2. Hardware

You can be assured of the quality that Nokia provides in your phone hardware. The circuits are far

more durable and reliable than any of the other mobile phone available in the market. I am using a

single Nokia phone for 6 years and I had to take it to the service centre only once during this period

for a trivial problem. That speaks for the truth I am talking about.

3. Battery

The Battery life of Nokia mobile phones is longer than many other cellphones available in the

market. People who talk a lot prefer Nokia than any other brands. They always know that the

battery will not run out in the middle of the call. iPhone has had this problem with battery life in the

past and that hasn’t been solved yet. Nokia leaves others miles behind when we consider the

longevity of the battery.

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4. Robustness

Everyone knows that Nokia mobiles are truly rock solid.

5. Wide Product Range

Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every

consumer groups, starting from simple and durable phones for the low income groups and high-end

phones for those who can afford to spend money. So regardless of you being a corporate honcho or

a fresher into the world of economy, Nokia has something for you. The sheer range of products is

enviable and at the same time the success mantra of Nokia’s dominance.

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6. Customer Service

The Customer Care of Nokia which they call the Nokia Care, handles the complaints very

efficiently satisfying their customers. I had a problem with the display of my Nokia Phone. I took it

to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they implement

on the customer’s mind, is really appreciable.

Hope you remember the battery bursting incidents of Nokia mobile phones in India. The BL-5C

battery, which was the culprit in this case, was promptly replaced with no questions asked. They

also helped people with a temporary site to go and put their unique manufacturing id and see if they

needed to change the battery or not. Believe me, the call wasn’t that easy keeping in mind the

number of battery parts they had to change.

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7. Reliability

Nokia really has become a brand that people can trust upon. The error rates or crash rates of Nokia

phones are very low. It will not dump you when you need this phone. And petty may this be but

still, Nokia has this trust thing going in favour of it. People can blindly trust Nokia in Asian

Countries. and not to mention, Nokia has deservingly earned this place.

8. Price

The price tags of every Nokia mobile phone is very reasonable. I mean, I can still get a GSM

mobile phone for as less as Rs. 1200 in India with all the basic features and that will last long

enough to pay me back with my dues.

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9. Experience

Nokia is the largest cellphone manufacturer in the world with about 40% of market share with its

competitors nowhere near its sales volume. They know the world of mobile phone more than any

other. They have ages of experience, hundreds of success stories and dozens of smart handsets in

current portfolio. That helps them to evolve and thereby nourish our needs.

10. Marketing Strategy

One of the main reasons behind the success of their mobile phones is their marketing strategy. The

main source of earning is the popularity of their phones in the Asian market. China is making

phone designs/softwares specific for the region. For instance, since many rural Chinese aren’t

familiar with the romanized transliteration system that most cell phones use to input Chinese for

text messages, Nokia developed two phones with software that lets them write characters with a

stylus. And for India, Nokia launched two India-specific models, which included a flashlight, dust

cover, and slip-free grip (handy during India’s scorching, sweaty summers). They also included

some softwares in several regional languages which made Nokia a success.

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Mobile Device Vendor Market Share 2009-2010

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Conceptual ReviewConceptual Review

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CONCEPTUAL REVIEW

What is Brand Awareness ?             

Brand awareness is the probability that consumers are familiar about the life and availability of

the product. It is the degree to which consumers precisely associate the brand with the specific

product. It is measured as ratio of niche market that has former knowledge of brand. Brand

awareness includes both brand recognition as well as brand recall. Brand recognition is the ability

of consumer to recognize prior knowledge of brand when they are asked questions about that brand

or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand

as having being earlier noticed or heard. While brand recall is the potential of customer to recover

a brand from his memory when given the product class/category, needs satisfied by that category

or buying scenario as a signal. In other words, it refers that consumers should correctly recover

brand from the memory when given a clue or he can recall the specific brand when the product

category is mentioned. It is generally easier to recognize a brand rather than recall it from the

memory.

Brand awareness is improved to the extent to which brand names are selected that is simple and

easy to pronounce or spell; known and expressive; and unique as well as distinct. For instance -

Coca Cola has come to be known as Coke.

There are two types of brand awareness:

1. Aided awareness- This means that on mentioning the product category, the customers

recognize your brand from the lists of brands shown.

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2. Top of mind awareness (Immediate brand recall)- This means that on mentioning the

product category, the first brand that customer recalls from his mind is your brand.

The relative importance of brand recall and recognition will rely on the degree to which consumers

make product-related decisions with the brand present or not. For instance - In a store, brand

recognition is more crucial as the brand will be physically present. In a scenario where brands are

not physically present, brand recall is more significant (as in case of services and online brands).

Building brand awareness is essential for building brand equity. It includes use of various

renowned channels of promotion such as advertising, word of mouth publicity, social media like

blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create

reliable brand image, slogans and taglines. The brand message to be communicated should also be

consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can

be regarded as a means through which consumers become acquainted and familiar with a brand and

recognize that brand.

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Customer Satisfaction Surveys

What Do Your Customers Think?

Ever wonder what customers are saying about you? Want glowing Yelp or Google reviews? Wish

you could get that Facebook fan number up? In a competitive marketplace where social media has

given the customer voice center stage, now more than ever it's critical to know exactly what your

customers think. Engaging your customers from the inside out, and making sure everyone in your

company shares the same vision—across departments, touch points, and geographies—are vital

components to the health and success of your business.

Not only will consumer surveys and Net Promoter Score analysis help you understand the factors

that strengthen relationships, boost sales, and build customer loyalty, but they'll also help you

define and set goals for short- and long-term decision making.

Ultimately, customer surveys will help you get major street cred for your company, product, or

service, and drive the growth of your business.

Why Customer Surveys?

A consumer survey will help you pin down your customers' likes, dislikes, and the areas of

improvement that exist. For example, what does the average customer think about your prices? Too

high? Just right? How well is your staff doing on customer service, or how well does your client

success team understand the growing needs of your customers—and prospects? Is there anything at

all about the customer experience that turns off your users? You might even send out a survey to

figure out why clients stop doing business with you, how you might win them back, and how you

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can prevent customer losses in the future. Empower your employees to meet milestones based on

client needs. And, if you're developing a new product or updating an existing one, customers can

provide you with invaluable feedback about design and functionality. Oftentimes, users will shed

light on problems that would have otherwise been missed.

Where to Start

So what are the right questions to ask, and when should you ask them?

This depends on your goals, and what exactly you're trying to find out or improve. Here are a few

common areas that many business owners address with customer satisfaction surveys.

Product/service performance. Your local spa might survey clients who haven't used their

massage services for months to identify what went wrong, and what staff can do to win

clients back. A customer feedback survey can also be a good tool to measure employee

performance and how each person's role is tied to client satisfaction.

Product feedback. A camping goods company launching a new product line might create

an online survey to send to customers who've just made a purchase. Did that new and

revolutionary tent fabric weather the elements? The results could reveal valuable insights on

how to improve product features or address design flaws.

New product development. A beverage company might send out a customer satisfaction

survey to create or launch new formulations and leverage new opportunities. Should they

look into launching health drinks? Does that mean sugar-free or low calorie? Survey data

can reveal what customers are likely to guzzle down (or not).

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Customer loyalty. Surveys can help you discover your most loyal customers and

influencers. Brand champions, power users, brand loyalists, brand heroes. No matter what

you call them, they're your answer to knowing exactly what you're doing right, what to keep

doing, and what to start doing. Showing customers that you're listening goes a long way.

Keeping in touch. Customer satisfaction surveys are a great tool to drive regular

communication between you and your customers. Ask them how they're doing, what

suggestions they might have, and consider offering loyal customers swag or rewards for

answering your surveys.

Market research . Want to grow a new service area? Get to know potential target markets

by first sending out an online survey to find out more about demographics, such as age,

gender, income, hobbies, etc.

Establish performance goals. Now that you've got all of this great actionable data, you

need to make sure feedback is implemented. Use customer feedback surveys to reach back

out to customers and measure your progress over regular periods of time. Leverage what

you've learned from this valuable data to rake in revenue and improve customer and

employee satisfaction and loyalty.

Management reporting. Customer satisfaction survey data can also help managers identify key

drivers and metrics they should track across departments and roles

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Methodology of the ProjectMethodology of the Project

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METHODOLOGY OF THE PROJECT

Research Methodology is a way to systematically solve the research problem. When we talk to

research methodology we not only talk of research methods but also consider the logic behind the

methods we use in the context of our research results are capable of being evaluated either by the

researchers himself or by others.The purpose of this section is to describe the methodology carried

out to complete the work. The methodology plays a dominant role in any research work. The

effectiveness of any research work depends upon the correctness and effectiveness of the research

methodology.

RESEARCH DESIGN

To accomplish the predefined objectives of the research, Descriptive Research Design is used to

collect the require information from the sources. Descriptive research design is helpful in collecting

in depth information, the demographic characteristics of the customers as well as to get their

feedback.

RESPONDENTS

Since the research objectives demand the feedback from the customers, the

respondents are customers user and non users of Fairness Creams

.

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SAMPLING METHOD

It is not possible to get the information from each and every customer of Sitapur

under the limited time and limited resources. Therefore a relevant and sizeable

sample is drawn from the total number of customers.

DATA COLLECTION

The task of data collection begins after a research. A problem has been defined and research

design/plan chalked out. While deciding about the method of data collection, the researcher should

keep in mind two types of data viz., primary and secondary.

The primary data is the one, which is collected fresh and for the first time and thus happen to be

original in character. The secondary data are those which have already been collected by someone

else and which have already been passed through the statistical process. The methods of collecting

primary data is that to be originally collected, while in case of secondary data the nature of data

collection work is merely that of compilation

COLLECTION OF PRIMARY DATA THROUGH

Customer through Questionnaire

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COLLECTION OF SECONDARY DATA THROUGH

Various publications

Technical and trade journals

Books, magazines

Internet

Sample Size 100

Place Sitapur City

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MARKET SURVEY MARKET SURVEY

OFOF

CONSUMER PREFERENCES CONSUMER PREFERENCES

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.Q-1 Sex ratio of the respondents

Table Number - 1

PARTICULARS %AGE

MALE 55

FEMALE 45

%AGE

55%

45% MALE

FEMALE

Interpretation:

The graphical representation of the table shows that out of the100 Respondents, 55% were male and 45%

were female.

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Q.2- Occupation of the Respondents

Table Number – 2

PARTICULARS %AGE

Service 45

Professional 13

Business 30

Others 12

Total 100

%AGE

40%

24%

21%

15%

Less than 15,000

15,001-25,000

25,001-35,000

35001 & above

Interpretation

The graphical representation of the table shows that out of the 100 respondents, 45% respondents were in

service , 30% were from business, 13% were from the professional and 12% were from the others working

background.

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Q- 3 Income level of the respondents

Table Number- 3

PARTICULARS %AGE

Less than 15,000 40

15,001-25,000 24

25,001-35,000 21

35001 & above 15

Total 100

%AGE

40%

24%

21%

15%

Less than 15,000

15,001-25,000

25,001-35,000

35001 & above

Interpretation

The graphical representation of the table shows that out of the 100 respondents, 40% respondents were from

the family whose income is less than 15,000, 24% respondents were from the family whose income is

between the 15,001 – 25,000, 21% respondents were from the family whose income is between 25,001-

35,000 and rest were from the family whose income is above 35,001.

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Q-4. Educational Background

Table Number- 4

PARTICULARS %AGE

High school 14

Intermediate 9

Graduate 36

Post graduate 40

Other 1

Total 100

%AGE

14%

9%

36%

40%

1%

High school

Intermediate

Graduate

Post graduate

Other

Interpretation:

The graphical representation shows that out of the 100 respondents, 40 respondent are post graduate, 36

respondent are graduate, 14 respondent are high school, 9 are intermediate and rest have others educational

background.

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Q-5 - Which mobile phone you are using?

Table No. 5

S.NO Name of the Mobile

Phones

Percentage of

Respondents

1 Nokia 55

2 Samsung 14

3 Sony Ericson 5

4 LG 16

5 Motorola 2

6 Others 8

Total 100.0

%AGE

55%

14%

5%

16%

2%8%

Nokia

Samsung

Sony Ericson

LG

Motorola

Others

Interpretation

Out of the 100 respondents, 55% are using the Nokia phones, 5% are using the Sony Ericson, 14% are using

the Sumsung, 16% are using the LG, 2 are using the Motorola and 8 are using the Others.

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Q.6 - How long you are using the mobile phones?

Table No.- 6

S.NO Time Period of

using the mobile

phones

Percentage of

Respondents

1 Less than 1 year 19

2 1-2 years 30

3 2-4 years 23

4 Above 4 years 28

Total 100.0

%AGE

19%

30%

23%

28%

Less than 1 year

1-2 years

2-4 years

Above 4 years

Interpretation

Out of the 100 respondents 19 are using for less than year, 30 are using for 1-2years, 23 are using for 2-4

years, 28 are using for above 4 years.

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Q.7- How often do you change your mobile phone?

Table No.- 7

S.NO Frequency of changing

the mobile phones

Percentage of

Respondents

1 Less than 1 year 24

2 1-2 years 36

3 2-4 years 16

4 Above 4 years 24

Total 100.0

%AGE

24%

36%

16%

24%

Less than 1 year

1-2 years

2-4 years

Above 4 years

Interpretation

Out of the 100 respondents 24 are using for less than year, 36 are using for 1-2years, 16 are using for 2-4

years, 24 are using for above 4 years.

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Q.8 What will you be willing to pay for a mobile phone by respondents.

Table Number- 8

PARTICULARS %AGE

Less than 10,000 57

10,000 to 20,000 33

20,001 to 40,000 6

Any amount 4

Total 100

%AGE

57%33%

6% 4%

Less than 10,000

10,000 to 20,000

20,001 to 40,000

Any amount

Interpretation:

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The graphical representation shows that out of the 100 respondents, 57 respondents were willing to spend

less than 10,000, 33 were willing to spend between 10,001 to 20,000, 6 were willing to pay betweem 20,001

to 40,000 and rest were ready to pay any amount.

Q-9 . Consider the TV advertisement you like most –what brand is it promoting by respondents.

Table Number- 9

PARTICULARS %AGE

Nokia 24

Samsung 36

Sony Ericson 10

LG 24

Motorola 2

Iphone 0

Blackberry 2

Other 2

Total 100

%AGE

24%

36%

10%

24%

2%

0%2%

2%

Nokia

Samsung

Sony Ericson

LG

Motorola

Iphone

Blackberry

Other

Interpretation:

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Out of the 100 respondents, 24 like the Nokia advertisement most, 36 like the samsung, 10 like the Sony

Ericson, 2 like the Motorola, 24 like the LG and rest like others.

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FINDINGS FINDINGS

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FINDINGS

The findings of the research I found that nokia is the market leader in the mobile phone industry in

india. Nokia has storng brand image to influence and create large customer base. Nokia should

Launch new mobile phones that are an optimum balance between price and features Strengths and

opportunities of Nokia suggest that high quality, advanced technology, worldwide service and

continuous new products are the essential factors for Nokia’s product development.

Nokia concerns on its enterprise culture. In the company the relationship between individuals is

mutual trust, fair and openness. Nokia makes courses to train its employees regularly which will

assist Nokia in achieving its higher goal

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RECOMMENDATIONS RECOMMENDATIONS

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RECOMMENDATIONS

1. Nokia has to control market skimming as it negatively attacks the brand

2. Nokia is the market leader and it should try to increase the growth rate as it had become flatter

in 2007.

3. Nokia should be innovative on style and looks frint of the cell phones as it has recently sprung

up in the present in order to attract youth.

4. High end mobile phones from Nokia have a hanging problem they must be tweaked to perform

as desired.

5. The price of Nokia cellphones is high as compared to the grown up twins available so the

buyer is unable to buy the latest available.

6. Nokia should work on a phone for the masses as it has a lot of scope, just like bird and motorola

did.

7. The infrared present on the low end phones of nokia lack compatibility with the non0 nokia

phones.

8. Nokia should work upon their combination of price and features in an instrument.

9. The user interface present in both brands of phones are each of a type and are acceptable by the

users.

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SWOT ANALYSIS OF NOKIA’SSWOT ANALYSIS OF NOKIA’S

STRATEGYSTRATEGY

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SWOT ANALYSIS OF NOKIA’S STRATEGY

There are various tools which can be employed to understand the effectiveness of a company’s

strategies. SWOT Analysis outlines the Strengths, Weaknesses, Opportunities and Threats facing

the operating strategy of a company.

Analysing the effectiveness of strategies, strength and weaknesses can be defined as internal to an

organisation. The businesses do not necessarily have to correct all its weaknesses however, it

should be able to retain its strengths. The key success factor for operating in the targeted market

depends on the external factor. ie. Opportunity. Nokia has numerable opportunities to enlarge its

market share, however, they could be faced with a threat which could be challenge posed by an

unfavourable trend or development That may lead into absence of defensive marketing action and

thus diminish sales and profit.

SWOT ANALYSIS

STRENGTHS

Global Products and Image – Nokia is a global company. It not only sells its products to 130

countries but also sets up research and development departments in fifteen countries to

produce its products in different culture and language needs,e.g English, Dutch, German

and Chinese.

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High Quality Products – Nokia concerns about product quality which is the most important

factor to satisfy customer’s needs. Nokia adds more values by superior quality or

differentiated features to the market. Meanwhile, it also continuously improves upon the

existent markets.

Serving new designs and trends – Nokia launched a wireless game which by use of sms, tv,

print media, radio and internet provides clues to help players to solve a mystery. This helps

Nokia to attract customers to use its products.

Wide range of products – Nokia has the highest number of product line(more than 10 models)

compared to its competitors Samsung, Ericsson, Motorola etc.

Product Warrantee Worldwide – No matter where Nokia’s customers are, if they got a

problem with their mobile phones, they can approach any of the Nokia’s centres. Thus,

ensuring a good customer service.

WEAKNESSES

High Price – Nokia offers a good range of high quality products at high prices Though the

high prices may be justified in terms of the costs to the company but this can act as a

weakness in certain sections of the market e.g the middle-low income group people.

Demand is skyrocketing but the price pressure is high.

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New product developing problems – Although Nokia provided colour screen mobile phones

in September 2002,this was late as compared with its competitors such as Sony Ericsson

and Samsung. This acted as a weakness as the people had already accepted the range

introduced in the market and didn’t want to switch.

OPPORTUNITIES

Joint venture in Technology – Nokia has joined with Hewlett Packard(HP) Company in

technology which has a very good reputation for many years. Nokia thus, has a considerable

opportunity to enlarge their market size into PC users who prefer mobile phones

compatible with PC device.

Product launch continuously - Nokia uses Total Quality Management (TQM) which

mentions more about training worker program, and makes product of high quality. All

employees are well-trained and motivated and consecutively production processes are also

developed as well. Nokia has established Research and Development department (R&D)

which develops its product line into modern modification as well quality as the existing

products.

New Software Market – As known, the amount of data traffic in mobile networks is

growing at a tremendous rate. People around the world are using new mobile services,

which are directly relevant to personal needs. Nokia has already added value through MMS

for Messaging and E-mail, Java for download any applications and HTML especially for

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content search. So it may attract those businessmen and teenagers who are interested in the

new software market.

Easy Availability - Many mobile phone retail stores, such as, the link, Phone4U and

Carphone warehouse, have spread across London in every street. And, of course, every

store have not missed the opportunity to choose Nokia as their product line. Consequently,

all the customers can be guaranteed that any damage or loss of Mobile phone will be

serviced through these retail shops.

THREATS

Threats in PC Markets - Due to fierce competition in mobile phone market it has caused

new technology compatible with PC computer. Sony Ericsson specializes on PC computer

now. Sony applied their computer system into mobile phone as well as PC computer on

hand at the same time. Furthermore, nowadays people are interested in advance of computer

as similar as mobile phone market. In this sharp competition, it is going to be harder for

Nokia to grasp customers’ attention and they will have to focus on outstanding imagination

and creativity in their marketing plans.

Fluctuations in Euro exchange rates – Most of the European countries have joined the

European Union and thus because of the variedeconomic

conditions, the currency will fluctuate a lot finally effecting the profits of the company.

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Blurring of product boundaries – This implies new entrants in the same industry like Sony,

Motorola etc. who are producing almost the same product range as Nokia and thus, there is

a need to change their models.

Keeping in mind the weaknesses and threats, Dan Steinbock in an article called the ‘Nokia

revolution’ outlines the secrets behind the success of Nokia.

Apart from the SWOT analysis, the effectiveness of Nokia’s strategies can also be analysed looking

at the environment in which it operates.

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Conclusion Conclusion

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CONCLUSION

As Nokia is the leading manufacturer of mobile phones whole over the world, its new strategy of

diversification in Nokia Mobile Network will be at great success, also customers are loyal to Nokia

and Nokia has positioned itself properly in the minds of all the customers. It will be easier for

Nokia to attract its existing customers. Besides this Nokia with its latest technology and strong

networks is laying more stress on rural areas where till now no network has satisfied rural people.

Nokia maintains distinctive advantage over their current and future competition without patent

protection

But on the other Hand the products from the Finnish company, Nokia, are some of the very

best in the world, but the company still hasn’t found a profitable way to market its goods. The very

reason that other mobile phone companies are fast eating up Nokia’s market share is their superior

(yet simple) marketing practices.

Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia’s

board meetings. These companies have made Nokia pay dearly for its undeveloped approach in

marketing its phones. The aggressive marketing practices followed by Motorola have hit Nokia

very hard and it is losing very crucial global market share every month to its American competitor.

Hence if Nokia doesn’t take much care of this matter he will face tough time in the Future.

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BIBLIOGRAPHYBIBLIOGRAPHY

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BIBLIOGRAPHY

Merriden, Trevor, (2005),’Business The Nokia Way’.

Johnson Gerry and Scholes Kevan, Exploring Corporate Strategy,6th edition, Prentice Hall London,New

York.

Porter Michael E, Competitive Strategy –Techniques for analysing industries and

competitors(1980),MacMillan publishing Co. New York.

http://www.news.bbc.co.uk/1/hi/sci/tech/1723738.stm

http://www.amanet.org/books/catalog/081440636x_history.htm

http://www.nokia.com

http://reinholm.com/strategic%20management.htm

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71

QuestionnaireSection A: Personal Informations1. Name:

2.(a) Age:

(b) Gender

Male Female

3. Occupation

Service Professional Business Others Specify

4. Income Level (per month) Less than 15,000 15,001 – 25,000 25,001 – 35,000 35,001 & above

5. Educational Background

High School Intermediate Graduate Post Graduate If Other Specify

Section B: About mobile phones

6) Which mobile phone you are using.

A) Nokia B) Samsung C) Sony Ericson D) LG

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E) Motorola F) iPhone G) Blackberry H) Others

Specify 7) Please write the model of your phone

(example: Nokia 1100, Ericson k800i, etc.)

8) How long you are using the mobile phone Less than 1 year 1 – 2 years 2 – 4 years Above 4 years

9) What are the reasons for using the above mentioned model.

A) WAP

B) Just to talk on it

C) Use GPRS function

D) Receive Email & SMS

E) Down Load Files

F) Others (Specify

10) How often do you change your mobile phone Less than 1 year 1 – 2 years 2 – 4 years Above 4 years

11) What phone Accessories do you have?

A) Handsfree B) Bloothooth Head Set C) USB Data Cable D) Memory Card (SD Card) E) Others(Specify

12) What is your favourite brand in Mobiles?(Please choose your 3 favorite brands in order of preference from the brands in the table below. 1-most favorite,

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3-least favorite.) 1 2 3

A) Nokia B) Samsung C) Sony Ericson D) LG E) Motorola G) Blackberry H) OthersSpecify the brand.

13) Do you prefer phones to be

Slim or medium or thick Light or medium or heavy Small or medium or large

14) What would you be willing to pay for a mobile phone Less than 10,000 10,001 to 20,000 20,001 to 40,000 Any amount( Specify

15) Consider the TV advertisement you like – what brand is it promoting

A) Nokia B) Samsung C) Sony Ericson D) LG E) Motorola F) iPhone G) Blackberry H) Others

Specify

Date: Signature

Place:

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