Study of Nokia Mobiles

8/2/2019 Study of Nokia Mobiles

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INDEX

SR.

NO

PARTICULARS PAGE.

NO

REMARK

1. INTRODUCTION

- RESEARCH & DEVELOPMENT

- NOKIA

1

2

3

2. HISTORY OF NOKIA 6

3. OBJECTIVES OF NOKIA 11

4. LATEST MODELS OF NOKIA 14

5. COMPETITORS OF NOKIA 19

6. PROMOTION STRATEGY OF NOKIA 22

7. MARKETING PLAN OF NOKIA 25

8. DISTRIBUTION STRATEGY OF NOKIA 29

9. R & D OF NOKIA 33

10. ACHIEVEMENTS OF NOKIA 36

11. REASON FOR NOKIA SURVIVAL 37

12. SURVEY REPORT 40

13. CONCLUSION 42

1

INTRODUCT

ION


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Nokia is a reputed and well known company in the field of mobile phones. It has been

rendering large number of consumers in India as well as in foreign companies. So it gives a very

nice scope to prepare a marketing project on such a giant player in cellular phones. By preparing

project on it we come to know about it strategies and plans which they have or had adopted to reachits present position in ever growing, changing and demanding market.

With the entrance of new and most innovative cellular phones companies like Apple,

Samsung etc. the market share of Nokia has obviously came down by around 5 to 6% but still with

its customer focus activities it has been able to maintain its first position. Nokia is also called as

King of mobile phones.

I myself have a personal experience of Nokia handsets, its Call Quality, Customer service,

durability is really excellent. Nokia have a long lasting batteries which add a great feature to all its

produced models.

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Research and development, often called R&D, is a phrase that means different things in

different applications. R&D is fundamentally creative and has the important purpose of expanding

the knowledge and range of options available to Acquisition. In the world of business, research and

development is the phase in a product's life that might be considered the product's 'conception'. That

is, basic science must exist to support the product's viability, and if the science is lacking, it must be

discovered - this is considered the research phase. If the science exists, then turning it into a useful

product is the developmentphase. Further terminology refinements might call it engineeringto

refine production.

Research and development is an investment in a company's future - companies that do not

spend sufficiently in R&D are often said to be 'eating the seed corn'; that is, when their current

product lines become outdated and overtaken by their competitors, they will not have viable

successors in the pipeline.

R&D includes:

Horizon scanning and technology watch to identify important emerging technologies.

Exploration of promising technologies for Defence.

Invention of new technologies and approaches.

Nurturing technical skills and expertise within the supply base.

Development of data sets and models to support planning and policy decision making,

including strategic technologies and advice to Ministers.

There is considerable debate over which is the 'R' and which is the 'D' in research and

development. Traditionally, research was broken into basic research and applied research, withbasic research delving into basic scientific principles and applied research looking for ways to use

the basic science to better human lives. More recently, there is very little truly basic research being

done in the corporate world; it is mainly the province of academia, often with corporate or

government funding support.

3

RESEARCH &

development

NOKIA
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Nokia Corporation (Nokia) is player in mobile industry. By most accounts, India is among

the world's fastest-growing markets for mobile phones. The country has some 170 millionsubscribers and adds 6 million to 7 million more each month. (China, in contrast, adds 5 million

subscribers, and the U.S. 2 million subscribers a month.) Recognizing this potential, several global

telecom giants jumped into the fray when the Indian government first opened up the country's

telecom market to private enterprise in 1994. Among them, one company -- Finland-based Nokia --

forged ahead of rivals and today commands a lead position in market share for mobile phones (also

called "handsets"). In specific segments, such as GSM telephony, Nokia's market share in India is as

high as 70%.

The Company makes a range of mobile devices with services and software that enable

people to experience music, navigation, video, television, imaging, games, business mobility and

more. Nokia also provides equipment, solutions and services for communications networks through

Nokia Siemens Networks.Nokia has played a pioneering role in the growth of cellular technology in

India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a

Nokia-deployed network.

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Nokia has established itself as the market and brand leader in the mobile devices market in

India. The company has built a diverse product portfolio to meet the needs of different consumer

segments and therefore offers devices across five categories i.e. Entry, Live, Connect, Explore and

Achieve. These include products that cater to first time subscribers to advanced business devices

and high performance multimedia devices for imaging, music and gaming.

Nokia started its India operations in 1995, and has been working closely with operators in

India to increase the geographical coverage and lower the total cost of ownership for consumers. It

presently operates out at offices in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai,

Bangalore, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D

facilities in Bangalore and Mumbai; a manufacturing plant in Chennai and a Design Studio in

Bangalore.

They have branches in 120 countries and sales in 150 countries with 128,445 employees.The operating profit of this worlds largest mobile manufacturers is 5.0 and 37% of market share

according to Q1 2009. For every market segment and protocol they introduce mobile devices of

different technology like W-CDMA (UMTS), CDMA, and GSM.

Over the years, the company has grown manifold with its manpower strength increasing

from 450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia

Siemens Networks). Today, India holds the distinction of being the second largest market for the

company globally. Nokia has one of the largest distribution network with presence across 1,30,000

outlets.

Nokia Siemens network make services and solution along with telecommunication network

equipment. They are providing digital map information and internet services through owned

subsidiary. This popular public liability company listed on stock exchanges of New York, Helsinki,

and Frankfurt. Nokia is a very important employer in Finland and plays very vital role in the

financial system of Finland. In fact as a partners and sub contractors of Nokia Company, very small

employers grown high in very short period.

In the year 1999 Nokia was ranked as a best Finnish employer and best Finnish brand.Nokia occupied a fifth place as a valuable global brand in the list of Interbrand/Business Weeks

best global brands 2008. And its a first non US company ranked in the list. In the year 2007 it is a

number one brand in Asia and in Fortune's World's Most Admired Companies list of 2009 Nokia

considered as 42nd worlds admirable company.

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According to AMR research Nokia supply chain ranked sixth in the world and third in

network communication. In case of environmental issues Nokia holds a superior track of record in

restraining the usage level of toxic chemicals in their products. Those records are approved by

Greenpeace environmental organization. Comparing to other electronic brands Nokia highly

reduced impact on climate change and strongly supporting recycling of electronic waste. In 11th

Greenpeace Guide Nokia company obtained first place with improved score.

From January 1, 2004 through March 31, 2007, Nokia had four business groups: Mobile

Phones, Multimedia, Enterprise Solutions and Networks, supported and serviced by two horizontal

groups: Customer and Market Operations and Technology Platforms, in addition to various

Corporate Functions. In June 2008, Nokia completed the transfer of its Adaptation Software

Research and Development (R&D) operations to Sasken Communication Technologies Limited. In

June 2008, Nokia completed the acquisition of Trolltech ASA. In July 2008, Nokia Corporation

completed the acquisition of NAVTEQ Corporation, and Plazes, a privately owned start-up

company.

6HISTORY

OF NOKIA


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The roots of Nokia go back to the year 1865 with the establishment of a forest industry

enterprise in South-Western Finland by mining engineer Fredrik Idestam. Elsewhere, the year 1898

witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began

operations. Gradually, the ownership of these two companies and Nokia began to shift into hands of

just a few owners. Finally in 1967 the three companies were merged to form Nokia Corporation.

At the beginning of the 1980s, Nokia strengthened its position in the telecommunications and

consumer electronics markets through the acquisitions of Mobira, Salora, Televa and Luxor of

Sweden. In 1987, Nokia acquired the consumer electronics operations and part of the component

business of the German Standard Elektrik Lorenz, as well as the French consumer electronics

company Oceanic. In 1987, Nokia also purchased the Swiss cable machinery company Maillefer.

In the late 1980s, Nokia became the largest Scandinavian information technology company

through the acquisition of Ericsson's data systems division. In 1989, Nokia conducted a significant

expansion of its cable industry into Continental Europe by acquiring the Dutch cable company

NKF.

Since the beginning of the 1990's, Nokia has concentrated on its core business,

telecommunications, by divesting its information technology and basic industry operations.

Nokias some special events and inventions.

Year 1969 Nokia introduced the world's first 30-channel PCM (Pulse Code Modulation)

transmission equipment conforming to the standards of CCITT (Consultative Committee on

International Telegraphy and Telephony).

Year 1981 The world's first international cellular mobile telephone network NMT opened in

Scandinavia with Nokia introducing the first car phones for the network.

Year 1982 Europe's first digital telephone exchange, the DX 200.

Year 1984The world's first portable NMT car telephone, the Nokia Talkman.

Year 1987 The world's first NMT handportable, the Nokia Cityman.

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Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to

CCITT standards, manufactured by Nokia, was brought into use in Finland.

Year 1989 The world's first Actionet trunking mobile radio network was brought into operation.

The worlds first fast-poll 14,400 bps (bits-per-second) modem.

Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers.

Year 1991 The first manufacturer to have a large-scale production-ready GSM phone. The world's

first genuine GSM call made using Radiolinja's network, supplied by Nokia.

Year 1992 The Nokia 1011, the first digital handportable phone for GSM networks. The Nokia 100

series, the first family of handportale phones for all analog networks.

Year 1993 The first Personal Communications Network based on GSM 1800 standard delivered by

Nokia. The world's first SMSC (Short Message Service Centre) taken into commercial use in

Europolitan's Nokia network. The world's first credit card size cellular modem card developed with

AT&T Paradyne.

Year 1994The first offical GSM call in the People4s Republic of China made on a Nokia phone on

Beijing TA4s network, supplied by Nokia. The first European manufacturer to start selling mobile

phones in Japan. The world's first Data Communications Server (DaCS), providing fully digital, fast

access to corporate LANs. The world's first digital cellular data products, including the Nokia PCCard and the Nokia Cellular Data Card. Inmarsat made the world's first satellite telephone call with

Nokia's pocket-size GSM handset. The first manufacturer to launch series of handportable phones

for all digital standards (GSM, TDMA, PCN, Japan Digital). The Nokia 2100 was the world's

smallest and lightest family of digital products.

Year 1995 The world's first integrated wireless payphone. The new joint venture, Beijing Nokia

Mobile Telecommunications Ltd., was established: the first factory to manufacture large scale GSM

systems and equipment in China. Nokia PrimeSite, the world's smallest base station for GSM/DCS

cellular mobile networks.

Year 1996 The first digital multimedia terminal in the world, the Nokia Mediamaster. The Nokia

8100 product family, the first with an innovative, ergonomically comfortable design. Chinese

character short messaging service and Chinese user interface were launched in the Nokia 8110

mobile phone. TheNokia 2160, the first available dual mode AMPS/TDMA phone. The Nokia8


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9000 Communicator, the world's first all-in-one mobile communications tool introduced at the

CeBIT exhibition.

Year 1997 The world's first four TETRA networks were delivered by Nokia. A new handset for the

NMT 450 standard, the Nokia 540, which is the world's first NMT phone with Navi Key. The nextgeneration GSM product family, the Nokia 6100 series. Nokia was the first company to demonstrate

an entirely new, innovative feature for PDC handsets, which enables calling by voice activation.

The world's first GSM dual band base station, the Nokia GSM 900/1800 Dual Band BTS. This

provides the possibility to integrate GSM 1800 transceivers (TRXs) into an existing GSM 900 Base

station (BTS). The Nokia 3810, the first mobile phone specially designed for Asian consumers. The

world's first digital satellite receiver with Common Interface, the DVB 9600 S. The first

manufacturer to provide a complete Smart Messaging solution, a new direct Internet access service

technology specially designed for mobile phone users, to network operators and service providers.

Nokia launched its Mediamaster DVB 9200S Free-To-Air, and was the first manufacturer to launch

a digital satellite receiver in the UK. A new GSM handportable, the Nokia 3110, with the Navi-Key

menu system that allows fast, one-button access to the functions of the phone. A new mobile phone

offering a new innovative power management solution, the Nokia 1611 with a unique option, the

solar cell battery.

Year 1998 The Nokia 9110 Communicator, the first hand-held mobile device supporting wireless

imagining. The Nokia 5100 series, the first mobile phones with user-changeable covers. A

revolutionary new solution, the Nokia GSM Intranet Office, giving employees total mobility in the

workplace via the company intranet. The world's first GSM Intranet Office combining GSM with

office IP telephony. The world's first live High-Speed Circuit Switched Data (HSCSD) network.

Year 1999Nokia introduced the world's first high-speed data terminal for wireless networks: the

Nokia Card Phone 2.0 brings about a four-fold increase in data transmission speed. Nokia

completed the world's first WCDMA (Wideband Code Division Multiple Access) phone call

through a public switched telephone network. Nokia announced the world's first media phone that is

based on the Wireless Application Protocol (WAP) in Mobile Media Mode. The Nokia 7110 dual

band GSM 900/1800 media phone has been designed to enable easy access to Internet content froma mobile phone.

Year 2000Nokia introduced the world's first IPv6-enabled end-to-end GPRS network. Operators

can use Nokia GPRS networks to provide their customers with new types of services, such as global

reachability. Nokia has combined the versatility of WAP with the power of TETRA to introduce the

world's first WAP services for digital professional mobile radio users. The new WAP services have

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been developed Nokia and Scandinavian Airlines Systems announced a partnership to bring Nokia

mobilephones to the selection of goods sold on all international SAS flights. This is the first timemobile phones will be sold on airplanes. Nokia announces world's first GPRS roaming between M1

Singapore and Cable and Wireless HKT Mobile Services, Hong Kong.

Year 2001Nokia introduces the industry first multimedia messaging solution, the Nokia Artuse

(TM) MMS (Multimedia Messaging Service) Center, a high-capacity platform for the next wave of

mobile messaging. The solution enables operators to introduce multimedia messaging services

combining new rich content, such as audio and video clips, photographs and images with the

traditional text messaging.

Year 2002Nokia succesfully made the first 3G WCDMA packet data calls between its commercial

network infrastructure and terminals in its laboratories in Finland. The Nokia 3G WCDMA network

and terminal used were based on the commercial standard level known as 3GPP (3rd Generation

Partnership Project) Release 99 June 2001 version. This was the first time that packet data has been

transmitted end-to-end on a commercial system based on the above mentioned commercial

standard.

Year 2003Nokia announced that the world's first cdma2000? 1xEV-DV high-speed packet data

phone call was completed at Nokia's CDMA product creation center in San Diego. The call,

achieving a peak data rate of 3.09 Mbps, was made between a test set based on a commercially

available Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments,

Wireless Solutions Group, 1xEV-DV basestation emulator.

Year 2004 Using Nokia's CDMA Dual-Stack handset, Nokia demonstrated the industry's first

Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November..

Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global

GCF 3G WDCMA Certification. The certification was achieved based on the requirements defined

by Global Certification Forum (GCF), an independent industry body which provides network

compliancy requirements and testing for GSM/WCDMA mobile devices.

Nokia introduced a new product for secure mobile contactless payments and ticketing. The

world's first Near Field Communications (NFC) product for payment and ticketing will be an

enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone.

Some firsts and new production of Nokia in cellphones

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1995 First mobile phone call made in India on a Nokia phone on a Nokia network

1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones

2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 Local UI in additional local language

2006 Nokia manufacturing plant in Chennai

2007 First vernacular news portal

11

OBJECTIVES

OF NOKIA


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With an expansion of market and business activities, NOKIA have some objectives that has

to be taken care at every step of business decision. Only with the fulfillment of all those objectivies

Nokia can survive and maintain its position in ever developing business market. Below are some of

the main objectives of Nokia.

1. MARKET PENETRATION

The main purpose of the market penetration is to sell the current products into the current

market. Nokia has changed some things to adapt this method. They have changed the pricing

scheme to match the competitors price. They introduced some discounting schemes. Nokia has a

total different approach to the advertising formula.

2. MARKET DEVELOPMENT

Nokias Market development to achieve the complete development effectively. They have

found the new market to sell its product, if the market attains the saturation level. Changing the

times of the Television ads and changing the place of the print ads has given some results

effectively.

3. PRODUCT DEVELOPMENT

Since from the launch of the particular product, the product has been continuously updated

with the current technology. Nokia stopped some products after the poor performance in the market.

However some of the products of Nokia are still in operation and also in Manufacturing. They

update it with the latest technology and make them appealing to the large customer base.

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4. DIVERSIFICATION

Nokia always contribute something different to the customer. This is the most common way

of getting the desired Market and also it leads to the high profits. Because of the Successful

marketing plan, Nokia has reached all over the world.

5. CUSTOMER SATISFACTION

In every business customer satisfaction is very important. Nokia has taken utmost care to

find out whether the product has given 100% satisfaction. Even they conducted some research

regarding the customer satisfaction and expectation. Those results prove to be good for Nokia.

6. CUSTOMER PERCEPTION

Before buying the product of any branded company, the customer may have some

perception about the product. Similarly Nokia tries to catch the perception of a customer through

various feedback systems. Customer can interact with the nearest store and get some ideas about the

Product.

7. CUSTOMER NEEDS AND EXPECTATIONS

Satisfying the customer needs and expectation is the main goal of any branded company.

Nokia spent some time on this to develop products according to the Customer expectations. It is

totally a waste of time, if you cannot manufacture according to the customer needs.

8. GENERATING INCOME OR PROFIT

Every organization needs to be function only if they are getting sufficient profit from the

business. Obviously providing quality service is the main objective but without money you cannot

provide quality service. Getting high returns will also satisfy your shareholders as well as it will

provide the opportunity to get more investment on the Nokia.

9. BE AWARE OF THE ENVIRONMENT

Every organization must have a look around the environment to perceive what is happeningin the market. Nokia has given some high priority to this issue. Some of the key things are mobile

technology advancement, slow down of the market, rapid growth of the market, updating the mobile

technology news, saturation level in the market and changing trends with the market.

10. CUSTOMERS NECESSITY

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The Nokia story in India has not been about grafting a model that has worked abroad. In fact

some of its models -- the handsets, not the strategies -- are unique to India. Consider this example: It

would probably be inconceivable to mobile phone users in the U.S. or Europe that their mobile

phones should incorporate a flashlight, or torch. But in India -- where large numbers of the rural

population do not have electricity, and power cuts arecommonplace even in the cities -- having atorch built into a mobile phone is a distinct and tangible benefit.

1. Nokia Ovi Music Unlimited

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LATESTMODELS OF

NOKIA


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Nokia has launched its latest music service, Ovi Music Unlimited in India. It is the Indian

version of the Nokias Music service which is now available in countries such as the UK and

Singapore.

Earlier, the company had announced the same service in the name of 'Comes with Music',

but now it has changed its strategy. Even, the company has also rebranded its Nokia Music Store

to the Ovi Music Store.

Nokia is expected to bring the Ovi Music Unlimited service to India by the end of 2010.

Ovi Music Unlimited will allow buyers of Ovi Music Unlimited phones to download

unlimited songs for a limited period only. And now, the concerned link is pointing to the Nokia

Malaysia's website. The service will be available for Indian enthusiasts very soon.

2. Nokia C7 Full Touch Camera Phone Pops Up

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Nokia's first 8MP full touch cameraphone called the C7 has just popped up. It is the middle

level device that comes between the 5MP cameraphones and the 12MP cameraphone called the N8.

The C7 has the design of the sexy Android-based Motorola XT800 ZHISHANG, which was

revealed in December 2009. It will run the S60 5th Edition and may be packed with an 8MP

snapper with dual LED flash and stereo speakers.

Apart from that, the device would carry a secondary camera on the right above the display.

The set has a dazzling metallic frame with a 3.5mm audio jack on top of the phone.

However, there might be many more in the store and you have to keep patience to unlock

the secrets of the unannounced Nokia devices like E6, E7, X5, X7 and N9.

3. Nokia C6 Slider Phone

Nokia C6 slider phone has been spotted by the technophiles which looks like the trimmed-

down version of the Nokia N97.

The Nokia slider phone is a nice set for the users who want effortless typing. Apart from

that, the handset is packed with intelligent features and is also available at an affordable price range.16


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Nokia C6 is the third side-slider in the S60 5th edition family from the company and is

believed to be in low price range as per the new naming convention. It may not be more in pricing

than the C5.

Nokia has given limited specification to the enthusiasts. The handset incorporates 256MB of

internal memory and sports an all-plastic body. According to sorces, the set may have HD 640 x

360 pixels screen and GPS. However, the microSD card slot and the 3G connectivity are there with

the C6.

4. Nokia 6208 Classic Touchscreen

Nokia 6208 Classic Phone (6208c) has been launched in Chinese market. The phone

features both touchscreen option and alpha numeric keypad.

Nokia 6208c sports a 2.4-inch QVGA touchscreen display along with a stylus that is

situated at the back surface of the phone. It also supports quad band and GSM connectivity with

GPRS and EDGE. This Classic phone runs down on S40 platform. However, it is not compatible

with Symbian S60 5th edition.

This Nokia set comes with a nice black colour with the necessary details including a 3.2MP

camera with autofocus. Apart from that, the set is integrated with 22MB internal memory,

Bluetooth and stereo headset. There is also option for expandable memory with this set.

The set can offer talktime up to 3.5 hours and standby time up to 12.5 days.

5. Nokia 8800 Luxury Mobile Phones

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Nokia has stunned the mobile world by introducing a set of luxurious mobile phones ofNokia 8800 mobile devices such as Carbon Arte, Sapphire, Sirocco, Continental, Versace.

These Nokia sets come up with attractive look and design. These sets are made out of

carbon fiber, polished glass, titanium, and stainless steel. The company has also trying in every bit

to make these devices look stunning by putting precious stones and diamonds.

The new Nokia 8800 Luxury mobiles are also eye-catching ones with its 3D pattern

steps.The Nokia 8800 Arte and Sapphire Arte are a group of stylish phones from the new line of

8800 phones. These devices boast of a smooth slide mechanism with state-of-the-art ball bearings

and a unique spring mechanism.

The Nokia 8800 Sapphire Arte has a polished steel case studded with genuine sapphire gem

stone and soft leather, which offer a rich and sensual feel to the user.

6. Nokia C1-00 and C2-00 Dual SIM

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Nokia has announced the launch of its dual SIM handsets among the other two single SIM

mobile phones. Nokia is reported to have launched four new handsets among which C1-00 and C2-

00 are dual SIM mobile phones and C1-01 and C1-02 are single SIM handsets which will available

later this year in Asia and Africa.

The dual SIM Nokia mobile phone, according to sources, has been priced at 30 Euros. It can

switch between SIMs by just a click of button. Among the other features the device can support

longer standby battery time of up to six weeks, GPRS, Bluetooth, 3.5 mm jack, Micro SD card slot

and it has FM radio.

The device comes equipped with Ovi features as in most Nokia handsets. It has Ovi Mail

and Ovi Life Tools.The C1-01 and C1-02 has features including GPRS, VGA camera, FM radio and

the web surfing features.

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COMPETITORS

OF NOKIA


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Cell phone has been one of the important aspects of our day to day life; it has made life so

easy for us. Cell phone has become necessity for each and everyone to communicate between each

other. There are several companies which offer cell phones and Nokia suffers huge competition

from manufactures like , Samsung, Sony Ericisson, LG, Motorola, Reliance, Tata, Apple,

Blackberry and the list goes endless. These manufacturers are having the technology in their hand

and providing the mobile at the cheapest prices. However the customer care of Nokia is extremely

providing the incomparable service to their customer base. Nokia is also getting fresh new

competition from the Google and Apple. These companies are branded companies in 3G

technologies available in the market. Despite of heavy competition how could Nokia able to

outperform its competitors in all aspects.

Nokia secured a separate place in India where none of competitors could overcome them

since its launch. A survey says that in India out of 4 people 1 has a mobile phone which clearly

shows the need for the mobile phone.

Smart Phone is the latest buzz in the mobile industry that spreads around for quite some

time. Nokia launches the new touch screen mobile phone 5800 XpressMusic. This is the first touch

screen model released by Nokia. Nokia VP Jo Harlow said that, By adding the benefits of touch-

screen technology to S60, the world's leading smartphone interface, Nokia is taking the familiar and

giving it a human touch, However there is not considerable threat to Nokia, as the market share of

Apple iPhone 3G is somewhat small.

Nokia leads the market in GSM as well as the overall handsets category but it will have to

do a lot on the CDMA front where LG has a significant market share. Nokia has a market share of

around 55 percent and is way ahead of its competitors. The success of Nokia can be attributed to its

large range of models and a good channel strategy. The company launched more than a dozen

models in GSM and around six in CDMA in the last fiscal. HCL Info and Brightpoint are its all

India distributors for GSM and CDMA respectively.

MOBILE HANDSET MARKET SHARE

Rank Company Combined Sales (in Rs Market Share (in %age)

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Cr)

1. Nokia 4850 55.1 %

2. LG 1040 11.8 %

3. Samsung 922 10.5 %

4. Motorola 755 8.6 %

5. Sony Ericsson 295 3.4 %

6. Others* 943 10.7 %

8805 100 %

*Others include Sagem, Alcatel, BenQ, Panasonic, Bird, Siemens, Philips, O2, Blackberry, HP, Palm,

Krome, Kejian, Hyundai, ZTE.

Nokias 5800 are based on the S60 Platform and it is operated using the operating system

called Symbion. This is not a new operating system in the market. It is also used by other mobile

manufactures like Samsung, Panasonic and LG. Nokia should consider the importance of

introducing the mobiles having different variations from the previous releases. Nokia released its

first touch screen after the long release of LG only. Nokia is the big player in the Mobile industry

for the past 10 years, but they are not eager to experiment things.Other competitors like LG,

Samsung released the touch screen as soon as their entered into the mobile industry market.

Nokia have to concentrate on making the mobile based on the open platform. And the other

thing they have to cope up with market expectations. Many customers of Nokia expecting Nokia to

release mobile phones that works like PDA. Many other Mobile Manufacturers like BlackBerry

released the Computer like Mobile Phone. Nokia should take some effective measures to introduce

some new models that are expected by the Nokias evergreen customers.

They need to concentrate more on the marketing strategies to boost the sale of the new

model Nokia Phones. They need to focus on the principles of marketing to reach out for potentialcustomers. According to recent reports, Nokia is the best selling mobile phone around the globe. It

has the market share of around 55.1 % in the Global market. The gap between the Motorola and

Nokia is very big. Motorola have 8.6 % and it is far less than the Nokia. Motorola has to think big

to come near to the Nokias Achievement.

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The competition between the Samsung and Siemens is very tough and they are the potential

competitors to Nokia in some factors. Samsung and Siemens providing the clean and clear voice

with good network support.

The reason why most people wish to be a part of Nokia is it is user friendly even a layman

could easily work on the phone and could learn the features easily. Nokia provides something for

everyone starting from the price, features, design etc. These cell phones are economical, easy to use,

and provide good customer care support which is also a key aspect for the success over their peers.

Nokias caption says connecting people yes they do act as a bridge when people are far apart.

Nokia strongly believes by connecting people it helps to fulfill a human need.

3 MAIN PARTS OF COMPETITIVE ADVANTAGE

1. INNOVATION

Innovations is nothing but the ability to introduce new product. A new idea that everyone

else can copy will never give competitive advantage for a long run. Nokia is been the source in this

section from them its been spread to different companies

2. RELATIONSHIPS

Everyone is well treated in the organization be it a customer, employee or other business

vendors this looks exception. Employees know if they show commitment, they will be fairly

rewarded.

3. REPUTATION INNOVATION

Nokia achieved reputation innovation through developing a particular image. It comes from

keeping the prices low, ensure to quality, being sensible etc. Customer has to get the intention that

the product that they purchase is a quality one and it doesnt require any argument. These are some

information on what makes it different from others to have a competitive advantage in the business

market.

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PROMOTIONSTRATEGY

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Cellular phone market is the fast trend changing market where every new product gets

outdated in just 12 to 15 months. With the new players entering into the competition its very

important for each of them to adopt some or the another Promotion strategy for the long survival.

There are various promotion strategies which companies adopt for their product promotion.

Among them is PUSH AND PULL strategy , which is adopted by Nokia.

PUSH or PULL? STRATEGY

Marketing theory distinguish between two ain kinds of promotional strategy i.e. push or pull.

PUSH STARTEGY

A PUSH promotional strategy makes use of a companys sales force and trade promotion

activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promotes it to retailers,

and the retailers promote it to consumers.

A good example of PUSH selling is mobile phones, where the major handset

manufacturers such as NOKIA promote their products via retailers such as Carphone Warehouse.

Personal selling and trade promotions are often the most effective promotional tools for companies

such as Nokia- for example offering subsidies on the handsets to encourage retailers to sell highervolumes.

A PUSH strategy tries to sll directly to the consumer, bypassing other distribution

channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer

promotion and advertising are the most likely promotional tools.

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PULL STRATEGY

A PULL selling strategy is one that requires high spending on advertising and consumer

promotion to build up consumer demand for a product.

If hte strategy is successsful, cnsumers will ask their retailers for the product, the retailers will ask

the wholesalers, and the wholesalers will ask the producers.

A good example of a PULL is the heavy advertising and promotion of latest model cellular phones

mainly on television.

PRICING STRATEGY

1. PRICING STARTEGY MATRIX

Nokia observes different pricing strategy for different range of product. The main aim is to

gain the market at rural village of India and maintain its customer for Mid range phone.

2. PREMIUM PRICING

Use a high price where there is uniqueness about the product or service. This approach is

used where a substantial competitive advantage exists. Such high prices are charge for luxuries such

as NOKIA E-series mobile phone.

3. PENETRATING PRICING

The price charged for products and services is set artificially low in order to gain market

share. Once this is achieved, the price is increased. This approach was used Nokia on Model No.

1100 and 1108, in Indian rural market.

4. ECONOMY PRICING

This is a no frills low price. The cost of marketing and manufacture are kept at a minimum.

Nokia follow it for its mid range Mobile phone. Normally it is to attract middle income group.

5. PRICE SMIKKING

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Charge a high price because you have a substantial competitive advantage. However, the

advantage is not sustainable. The high price tends to attract new competitors into the market, and

the price inevitably falls due to increased supply.

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MARKETINGPLAN OFNOKIA


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Marketing theory says a brand cannot be all things to all people.

Nokia is well known and world known company for mobile devices and in congregating

communication and integrate industries. Marketing Strategy is very important for every company.

Especially for product oriented companies Marketing is a key thing that needs to have more focus.

Nokias marketing strategy is based on the customer needs. That is why Nokia is successfully

running a customer oriented marketing plan. Customer Satisfaction is very important for every

business. For the past few years customer feedback of Nokia is extremely high. It is seen that the

potential new customers are buying the Nokia and switching to Nokia from other Mobile

Manufacturers like Samsung, Motorola, Sony Ericsson and LG. The switching is more to Nokia

when compared to other mobiles.

In the face of increasing competitive activity and tough market conditions, Nokia have

successfully launched the Nokia brand simultaneously in 12 markets, thus re-asserting themselves

as the leading preferred brand."

The campaign is centered on its unique Human Technology TM, a concept that is based on

Nokia's observation of people's lives, which inspires Nokia to create technology, products and

solutions that meet real human needs. Nokia communicated this via brand and product TVCs, print

advertisements and point of sales materials. Nokia also notched up a first for interactive advertising,

being the first in Asia to provide on-line sales of the premium Nokia 8810 model.

Customer Perception of Nokia has increased for the past few years. Nokia customers are

getting the product for the money; the quality of the product is extremely high when compared to

other mobiles in the market. The Nokia Products are fashionable and looks great for the money the

customer spent on it. The reliability of the Product is considerable increased for the past few

reports. Nokias predictability is low when comes to customer needs and expectations. Nokia

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released the touch screen phone so late. While other competitors are releasing the touch screen

product once in every week, but Nokia remains silent on this issue.

Nokias market prediction needs to be improved and they have to implement the

expectations of the customer in quick time. Customer prediction plays the important role in keeping

the current share of the Nokia in the Global Mobile market intact. The marketing strategy of Nokia

brings good profit to the company. These profits are utilized for future growth of the Company.

This profit must satisfy the existing stakeholders. More investments are being made by the Existing

Stakeholders as well as by the new Stakeholders.

Nokia builds bridges between people both when they are far apart and face-to-face and

also bridges the gap between people and the information they need. In order to pursue its mission

and to achieve its goal they implementing the strategy of Expand mobile voice, drive consumer

multimedia and bring extended mobility to enterprises. However Nokia has a very limited productline but when considering development and research areas, manufacturing and service portfolios its

an impressive company. It can be implicit that mobile phone market is lucrative.

Every organization needs to ensure that the organization develops as the product sale

increases. This satisfactory progression is made by Nokia. Most of the products of Nokia is

developed so far yields good results and incomes. This type of revenue generation helps to develop

the company. Every Marketing Strategy must be planned with the care of Environment concerns.

Nokia have to keep track of the technology advancement in the mobile technology. It is high time

that Nokia needs to take care of the Slow down in the market. Every change in the market must bewatched to take effective actions in the marketing plan.

Environmental Analysis European commission has given a good review about the good

reviews of Nokias Mobile Phones. This commission consists of the environmental experts like

UKs Environment Department, Food and Rural Affairs of UK and the members of BEUC. This

panel has made some suggestions to reduce the certain amount of substance that will cause some

harm to environment. This group has the objective of reducing the consumption of energy,

prohibited materials must be avoided, and buying new phones by exchanging new phones must be

encourages inorder to recycle the old ones. The customer must be provided the full informationabout the environmental concerned material 5. Nokia has agreed to these terms and working

towards to achieve this huge task.

Executive Vice-President and the Head of Corporate Relations and Responsibility said that

the, Managing environmental recital is a significant liability for the whole mobile industry.

Working mutually with ecological groups we are capable to discover new behaviors to make

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progress at all phase of a mobile phone's lifecycle, from when it is complete and checked through to

how it can be recycled. We are now dedicated to turning these thoughts into achievement and

maintaining a long-term obligation to this issue.

Market study of the new product must be made to get to know that this product is released in

the right time. Competitive study also will be made to know about the survival of the product.

The grouping element in the marketing strategy of company is known as marketing mix.

This marketing mix designed to present what the customer want. The marketing mix of Nokia based

on four Ps. Product The product is considered as a vital point for marketing mix and. In fact

following three Ps also fabricated around the company product. Nokia always conduct a market

research to identify the consumer requirements and specific needs because each and every customer

has their own purpose or reason to buy a particular product.

Price Pricing is an important factor in a sale of product. There are different strategies for a

single product. And its gets change depends on penetration and competitor. In case of Nokia

mobiles customer demand, competition, charge of service and production are the main factors in

finalizing price. Place A suitable place is necessary for successful launching of the product. A

powerful market for a product can be generated only when its service is easy to accessible. In that

way Nokia mobile phones can be easily accessible and sold in super markets, specialized locations

and all important departmental stores.

Promotion Creating publicity and reaching the target audience is very important to promote

a product. The impressive advertisements of Nokia through televisions, radios, prints and also the

free giveaways, money off deals attracted people towards its products. These are all the very

powerful promotional tools.

Today, the true killer data application is still text messaging, a typical example of person-

to-person communication. Other end-user services, however, have not taken off as expected in

recent years.

The primary reason for this slow take-up is that most of these services do not fulfill the

expectations of users. Although ring tones are one example of successful person-to-content services,progress must be made for market take-up of other mobile data services such as:

Messaging (e.g., MMS and e-mail)

Entertainment (e.g., graphics, logos, games)

Information (e.g., directory services, news)

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A suitable place is necessary for successful launching of the product. A powerful market for

a product can be generated only when its service is easy to accessible. In that way Nokia mobile

phones can be easily accessible and sold in super markets, specialized locations and all important

departmental stores.

Promotion Creating publicity and reaching the target audience is very important to promote

a product. The impressive advertisements of Nokia through televisions, radios, prints and also the

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free giveaways, money off deals attracted people towards its products. These are all the very

powerful promotional tools.

Mobile phones have become a major part of our everyday life. On the one hand, Indias

Mobile phone market has grown rapidly in the last few years on the back of falling phone tariffs and

handset price, making it one of the fastest growing markets globally.

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, device and solutions for

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

Network operators and corporations.

Nokia held a global market share of 34.2 % percent at the end of January, according to

consultants strategy Analysis, while Motorola had 18.3 percent, Samsung 11.1 percent, and LG and

Sony Ericsson 6.6 percent each. To illustrate Nokias performances, more than one third worlds

phone users use a Nokia phone. In India Nokia is the market leader, with a manufacturing facility

in Chennai.

Understanding of distribution channel used by Nokia Distribution is the life blood for an

organization in order to make sales. The products are required to reach the outlets for sales based on

the demand for the product. Only if distribution channel is effective products can reach the

consumers, as well maintain or increase their market share. This is very important, as there is

intense competition in the market from various other players, in order to stay ahead and meet the

competition we need to provide goods on time to the dealers to make sales and earn profits for both

company as well as outlets.

Availability of goods and time is an essential for any organization this could be done only

by having good distributors and redistributors stockiest. Further the company should take care of

goods manufactured reach the distributor & the redistributors stockiest on time. The company

requires to have a regular check on these channels if they working efficiently and take steps to

further step to improve. The company only stay ahead in profits, market share etc, only if their

products reach the outlets on time as well based on demand.

The project began with the basic understanding of how distribution of mobile phones takes

in the market by Nokia. Nokia works with the distribution of mobile phones takes in the market by

Nokia. Nokia works with the distributor, re distributor stockiest (R.D.S) and finally the retailer from

whom the product is sold to the consumer. Five forms of outlets sell Nokias products:

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DISTRIBUTORS OF NOKIA

1. HCL INFOSYSTEM

During the last ten years, the HCL-Nokia relationship has witnessed strong growth in the

Indian GSM handset market resulting in a significant market share gain for Nokia, and the increased

need for a distribution Network that will meet the projected market growth of 200 million

subscribers by 2007. The relationship with Nokia has been a very satisfying one, and the agreement

between Nokia and HCL reaffirms Nokias commitment to the growing Indian Market, to ensure

that mobile devices are accessible to more consumers in the cities and towns across India.

Mobile penetration is getting into the next phase of growth of which a major portion isexpected to come from smaller towns and remote locations. There is clear pick up ion demand. The

challenges ahead would be to penetrate deeper, preserve market and in order to have much greater

depth, align to global policy of balanced channel mix and also to ensure that all possible channels

are included, and channel partners are well served so that growth opportunities are captured.

The two companies have extended their agreement for another five years. This strong

relationship between these two players plays a crucial role in increasing the sales as well to hold the

market leader position in the market. Both entering the distribution channels will in fact help the

consumer to get the best product in the nearest location in any part of the country.

2. BRIGHT POINT

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It offers the most comprehensive selction of brands and products in the wireless industry.

Handset, Integrated devices, PDAs, etc. They also provide full selection of OEM and aftermarket

accessories, Modems and software. It distributes product manufactured by the worlds leading

handset manufacturer.

NOKIA DISTRIBUTION OUTLETS

It offers the most comprehensive selction of brands and products in the wireless industry.

Handset, Integrated devices, PDAs, etc. They also provide full selection of OEM and after market

accessories, Modems and software. It distributes product manufactured by the worlds leading

handset manufacturer.

1. NOKIA PRIORITY DEALERS

Nokia priority dealers are exclusive show rooms for buying Nokia products. These outlets

are directly under the control and supervision of Nokia, which makes them solely accountable to

Nokia. NPDs are preferred outlets to buy Nokia products, as they are their genuine dealers of its

products. These outlets have the complete portfolio of Nokia products existing in the market.

MULTI BRAND OUTLETS

Multi brand outlets are the outlets, which deal with all the company products in the market.

They provide service and space to all the competitors as they sell all the products in the market. The

major purpose is not to dissatisfy the consumers entering the outlet and provide them with all the

brands asked by him. The amount of sales made is higher as well the profit earned is higher. The

numbers of these outlets are higher in the city.

2. RELIANCE WEB WORLD

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Reliance web world are exclusive reliance outlets. They deal with reliance products of

providing connections and billing of the connections. These outlets also sell mobile phones of

various brands. The major aspect in these outlets is the stock reaches these outlets directly from the

company itself. The RDS has no role to play other than providing these providing these outlets POS

materials to these outlets.

3. RELIANCE WEB WORLD EXPRESS

Reliance web world express are also exclusive reliance outlets but are the franchise outlets

of Reliance. They also deal with reliance products of providing connections and billing of the

connections. These outlets also sell mobile phones of various brands. The major difference between

web world and express are the stock that reaches these outlets. The RDS and his sales men provide

both stocks as well POS materials to these outlets.

4. TATA TRUE VALUE SHOP

Tata true values Shoppe are also exclusive Tata outlets but are the franchised outlets. They

also deal with Tata products providing connections and billing of the connections. These outlets

also sell mobile phones of various brands. The RDS and his sales men provide both stocks as well

POS materials to these outlets.

Nokia has three Research & Development centers in India, based in Bangalore and Mumbai

and Hyderabad. These R&D hubs are staffed by engineers who are working on next-generation

packet-switched mobile technologies and communications solutions to enhance corporate

productivity.While all the three centers are an integral part of Nokias global R&D infrastructure

and therefore work on global projects, these centres do play a pivotal role in assimilating local

flavors from the market and act as a conduit for information to the global product development

teams.

Nokia Research Center has a unique mission to lead Nokia into the future: NRC will be the

global leader of open innovation for human mobility systems of the fused physical and digital

world, giving birth to the growth of businesses for Nokia.

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Nokia Research Center was founded in 1986 from the Nokia Electronics R&D unit, with the

a headcount of 86 persons. Today, NRC employs roughly 800 researchers from 43 countires and a

wide variety of fields. Representing just over 4% of Nokias R&D employees, NRC researchers

produce about one half of Nokias essential patents, and 34% of all Nokia invention reports (2006).

Of the three, the Bangalore R&D centre is the largest Nokia site in India. It was established

in 2001 with the acquisition of Amber Networks. Over the years it has played a pivotal role in the

development of new applications, software platforms and chipsets for high-end Nokia mobile

devices.

The software platform group works on development of parts of the base services for the

platform, application frameworks, user interfaces and test tools. On the chipset side the work done

in India is mainly in the area of ASIC design, hardware design, integration and verification,

protocol software design and integration, speech and video codec design and integration.

Nokia believes that effective research and development is vital to remaining competitive in

the mobile computing and communications industry. As of April 1, 2007, Nokia had R&D centers

in 11 countries and employed 14,500 people in research and development, representing

approximately 32% of Nokias total workforce. R&D expenses totaled EUR 3,9 billion in 2006,

representing 9,5% of Nokias net sales. We invest a substantial portion Multimedia and Enterprise

Solutions, Technology Platforms , and in the Nokia Research Center (NRC) .

The facility today houses over 1300 employees across all teams namely the S60 Software

Organisation, Common Technologies, Next Generation (now called Maemo Software),

Productisation and Software and Services, and other enabling functions. The vision of the center is

to drive operational excellence and innovation in hardware, software and internet services with a

great sense of pride. There is a strong intent to make it a growth site for Nokia through development

of knowledge, resource and infrastructure building. To achieve this, the centre encourages and

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fosters an environment that encourages people to be connected to social networks; flexibility,

sharing of best practices and spawning of new ideas with both internal and external customers.

NRC has a two-fold approach to achieving its mandate. The work for core technology

breakthroughs supporting Nokia's existing businesses takes place in the Core Technology Centers,

the CTC's. More visionary, exploratory systems research that goes well beyond any current business

model is conducted at the many System Research Centers, the SRC's.

The telecommunications industry is rapidly transforming into an internet-led multimedia, IT

and communications industry where unconventional competencies are a must. NRC strives for open

innovation with academia, industry collaborators and independent developers. Some of our largest

collaboration projects take place with the Massachusetts Institute of Technology in Cambridge/MA,

Stanford University in Palo Alto/CA, the University of Cambride in the Unitged Kingdeom, and

Tsinghua University in Beijing, China.

One of the focus areas of the center is to increase the S60 invention flow through intense

training and focus. There have been other key initiatives which have contributed significantly to the

overall development of products and services. An example is S60 Webservices and Webvideo

programs have qualified to the semifinals in the Product Excellence Category of the Nokia Quality

Award 2008.

At a broader perspective, the centre has been driving operational excellence and innovation

in hardware, software and internet services and today has to its credit several great

accomplishments. Going forward the Bangalore R&D centre will continue to drive operational

excellence and focus on several innovative initiatives. It will continue to build and foster an

ecosystem of Architects and Product Managers, while delivering key technology programs to

improve S60 competitiveness.

FUTURE CHALLANGES

Mobile phones have moved to the masses in urban areas but the real challenge is how to

address semi-urban and rural areas and achieve the 250 million mark by 2007. It is not an easy task

and will require the service providers, vendors, and channel partners to work together so that India

can achieve the high telephone penetration levels.

The first challenge is to enhance the distribution channel, so that it is able to cater to the

semi-urban and rural environments. Second challenge is the high level of localization as the power

situation in these areas is erratic and the interface of the phones will have to be in local languages.

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The third challenge is to ensure that these phones are available at a cost that will be within the reach

of a large population in the semi-urban and rural areas.

SOME ACHIEVEMENTS FOR NOKIA

In India Nokia won the Golden Peacock Award 2004 for the Nokia 1100, which was

selected as the most innovative product in the telecom segment.

In India Nokia ranks as the most respected company in the Indian Consumer Durables

Sector in 2007 as per an Annual Survey conducted by Business World, Indias leading

business magazine. In India Nokia has held this position in 2004- 2005 also.

Ranked as the No. 1 telecommunications equipment vendor in the country by Voice & Data

for five consecutive years 2008, 2007, 2006,2005 and 2004

Nokia was named the Brand of the Year at the Confederation Of Indian Industry (CII)

Brand Summit held in Chennai on 16th and 17th February, 2005.

Ranked the No 1. MNC in India by Businessworld, Indias leading business weekly, 2006

Ranked Asias most trusted brand by the Media-Synovate, 2006

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Ranked worlds 4th most valuable brand by Interbrand, 2007

Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008.

Ranked No 1 Most Trusted Brand Survey by Brand Equity, 2008

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According to our personal questionnaire survey it has been found that Inspite 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

wuith no close competritors. Nokia is certainly the king when it comes to brand value, service and

experience. The Finnish mobile giant is clearly No. 1 choice.

CALL QUALITY

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

reception quality. Its never found users complaining much about the noise or the disturbance within

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

mobile phone i.e. to serve users with better and clearer sound when they talk, is served by Nokia

perfectly. And if a user is a person who is accustomed to other mobile phone manufacturers, then

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

Hardware

Customers are assured of the quality that Nokia provides in mobile phone hardware. The

circuits are far more durable and reliable than any of the other mobile phone available in the market.

BATTERY

The Battery life of Nokia mobile phones is longer than other cellphones available in themarket. 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 hasnt been solved yet. Nokia leaves others miles behind when we consider the longevity of

the battery.

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 users.the sheer range of

products is enviable and at the same time the success mantra of Nokias dominace.

CUSTOMER SERVICE

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

efficiently satisfying their customers.

Hope everyone remember the battery bursting incidents of Nokia mobile phones in India.

The BL5C battery, which was the culprit in the case, was preomptly 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. Above all that, the call from the customers

wasnt that easy keeping in mind the number of battery parts they had to change.

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 never dump its users when they need this phone. And petty but

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

in Asian Countries and Nokia has deservingly earned this placed.

PRICE

The price tag of every Nokia mobile phone is very reasonable. It means, a customer can still

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

long enough to pay back with all dues.

EXPERIENCE

Nokia is the largest cellphone manufacturer in the world with about 40% of market sharewith its competitiors nowhere near its sales volume. They know thw world of mobile phones more

than 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 customers needs.

MARKETING STRATEGY

One of the main reason 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

arent 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 Indias scorching, sweaty summers). They also included

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

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STYLISH MODEL"A cell phone is a huge style icon for the Indian masses: 62% of Indians buy a cell phone

because of its looks. That is something that is not true anywhere else in the world. It's as huge a

style statement as your watch, pen, cufflinks or bag. Hence, the brand matters quite a lot. And

Nokia does offer various stylish cellular phones that suits every budgets.

PIE-DIAGRAM

REASONS OF NOKIA MOBILE SUCCESS

STYLISH MODEL

PRICE

CUSTOMER SERVICE

QUALITY

OTHERS

The above pie-diagram indicates the statistical information about the reason which are key

responsible for the increasing sales of Nokia mobile phones. It shows that major reason for the sale

of Nokia mobile with around 35% is due to its stylish models, 25% sales due to its reasonable price

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rates. Almost around 12% and 20% of its total sales is just because of it better customer services

and quality of a product respectively. Other reasons like (durability, extra features, etc) also boost

up Nokia mobile phones sales by 8% and making it as a market leader in cellular phones.

PIE-DIAGRAM

MARKET SHARE OF NOKIA

NOKIA

LG

SAMSUNG

MOTOROLA

SONY ERICSSON

OTHERS

The above diagram indicates a market share of Nokia and of its competitors like Samsung,

LG, Motorola, Sony Ericsson etc. Among all other mobile companies Nokia covers the largest

market of mobile phones alone with the market share of 55.1%, LG is the biggest competitor of

Nokia having the market coverage area with total 11.8% market share followed by Samsung with

10.5% of market share. Samsung is followed by LG with 8.6% and Motorola with 3.4% market

share. Sony Ericsson has minimum coverage with just 3.4% market shares. Other new companies

like Panasonic, BenO, Siemens, etc all together contribute total market share of just 10.7%.

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Nokia is very conscious about the business mobility market and with the support of its

reliable partners, is able to extend its mobile business solution worldwide. Mobilization is very easy

and cost effective with the IT involvement. Nokia completely relies on phased approach,

developing a particular area of mobility after another. Hence organization can easily take Nokia

builds bridges between people both when they are far apart and face-to-face and also bridges the

gap between people and the information they need. In order to pursue its mission and to achieve its

goal they implementing the strategy of Expand mobile voice, drive consumer multimedia and bring

extended mobility to enterprises. However Nokia has a very limited product line but when

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considering development and research areas, manufacturing and service portfolios its an

impressive company. It can be implicit that mobile phone market is lucrative.

Nokia being in a competitive market holds the market as a monopoly with its Unique

identity, Marketing Strategy and distribution policy. Through the Ease-of-use concept, it will add a

lot to Customer Value, which further helps Nokia in capturing the market share in India.

Our goal is to be a good corporate citizen wherever we operate, as a responsible and contributing

member of society.

www.mobile-phones-uk.org

www.ehow.com

www.firstmobile.com

www.nokia.com

www.nokia - mobiles .net

www.wikipedia.org

www.busineessweek.com

www.gadgetphilia.com

BIBLIOGRAPHY
http://www.mobile-phones-uk.org/http://www.ehow.com/http://www.firstmobile.com/http://www.nokia.com/http://www.nokia-mobiles.net/http://www.nokia-mobiles.net/http://www.wikipedia.org/http://www.busineessweek.com/http://www.gadgetphilia.com/http://www.mobile-phones-uk.org/http://www.ehow.com/http://www.firstmobile.com/http://www.nokia.com/http://www.nokia-mobiles.net/http://www.wikipedia.org/http://www.busineessweek.com/http://www.gadgetphilia.com/

Study of Nokia Mobiles

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