PROJECT REPORT ON

MARKETING STRATEGIES OF NOKIA

Submitted in partial fulfillment of the requirements

for the award of the degree of

BACHELOR OF COMMERCE (HONS.)

Under the Guidance of: Submitted By:

(DR. LAGAN JINDAL) JAI SHARMA
B.COM (HONS.) 2ND SEM.
Enrollment No. - 00720688819

Session: 2019-2022

TRINITY INSTITUTE OF PROFESSIONAL STUDIES, DWARKA

(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)

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 CERTIFICATE

This is to certify that the project titled “Marketing Strategies of Nokia” is an academic
work done by Mr. Jai Sharma submitted in the partial fulfillment of the requirements
for the award of degree of Bachelor of Commerce (Hons.) at TRINITY INSTITUTE OF
PROFESSIONAL STUDIES, New Delhi under my guidance and direction.

Mr. Jai Sharma has given an undertaking that the information presented in the project
has not been submitted earlier.

Dr. Lagan Jindal

TRINITY INSTITUTE OF PROFESSIONAL STUDIES, DWARKA

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 Declaration

I take this opportunity to express my profound gratitude and deep regards to my guide
Dr. Lagan Jindal for his exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessing, help and guidance given by her time
to time shall carry me a long way in the journey of life on which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their wholehearted
support and encouragement.

I also hereby declare that the project work entitled “project title” under the guidance of
“supervisor’s name” is my original work and it has not been submitted earlier in any
other university or institution.

Jai Sharma

B.COM (HONS)

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 TABLE OF CONTENTS

CHAPTER I – Introduction

1. Industry Profile

2. Company Profile

CHAPTER II – RESEARCH METHODOLOGY

1. Research Objectives

2. Data collection

2.1 Sources of Data

CHAPTER III – ANALYSIS AND INTERPRETATION OF DATA

CHAPTER IV – FINDINGS

CHAPTER V - LIMITATIONS

CHAPTER VI - CONCLUSION

CHAPTER VII- SUGGESTIONS & RECOMMENDATIONS

CHAPTER VIII- BIBLIOGRAPHY

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 INTRODUCTION
INDUSTRY PROFILE

 Telecommunication Industry

The telecommunications industries within the sector of information and communication

technology is made up of all telecommunications/telephone companies and internet
service providers and plays the crucial role in the evolution of mobile
communications and the information society.

Traditional telephone calls continue to be the industry's biggest revenue generator, but
thanks to advances in network technology, telecom today is less about voice and
increasingly about text (messaging, email) and images (e.g. video streaming). High-speed
internet access for computer-based data applications such as broadband information
services and interactive entertainment, is pervasive. Digital subscriber line (DSL) is the
main broadband telecom technology. The fastest growth comes from (value-
added) services delivered over mobile networks.

The telecom sector continues to be at the epicenter for growth, innovation, and disruption
for virtually any industry. Mobile devices and related broadband connectivity continue to
be more and more embedded in the fabric of society today and they are key in driving the
momentum around some key trends such as video streaming, Internet of Things (IOT),
and mobile payments.

Think of telecommunications as the world's biggest machine. Strung together by

complex networks, telephones, mobile phones and internet-linked PCs, the global system
touches nearly all of us. It allows us to speak, share thoughts and do business with nearly
anyone, regardless of where in the world they might be. Telecom operating companies
make all this happen.

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Of all the customer markets, residential and small business markets are the toughest.
With hundreds of players in the market, competitors rely heavily on price; success rests
largely on brand name strength and investment in efficient billing systems.
The corporate market remains the industry's favorite. Big corporate customers are
concerned mostly about the quality and reliability of their telephone calls and data
delivery while being less price-sensitive than residential customers. Multinationals, spend
heavily on telecom infrastructure and premium services like high-security private
networks and videoconferencing. Network connectivity can also be provided to other
telecom companies by wholesaling circuits to heavy network users like internet service
providers and large corporations.

India is the world's second-largest telecommunications market, with around 1,204.8

million at the end of October 2019. The telecom market can be split into three segments –
wireless, wireline and internet services. The wireless market segment comprises of 98.17
per cent of the total subscriber base, as of October 2019 compared to 95.90 per cent in
FY11. As of October 2019, rural subscribers form 43.90 per cent of total telephone
subscribers, compared to 33.35 per cent in FY11.

India is also the second largest country in terms of internet subscribers. As of 2019, India
holds the world’s highest data usage per smartphone at an average of 9.8 GB per month.
It is expected to double to 18 GB by 2024. The number of internet subscribers in the
country increased at a CAGR of 41.58 per cent during FY06-FY18 to reach 665.31
million in 2018-19. India became the world’s fastest-growing market for mobile
applications in the first quarter of 2018 and remained as the world’s fastest growing
market for Google Play downloads in the second and third quarter of 2018. The internet
user base in India has crossed 500 million mark and is likely to reach 627 million by end
2019. Total wireless data usage in India grew 119 per cent year-on-year to 1,58,50,560
terabytes between January-March 2019. The contribution of 3G and 4G data usage in
total volume of wireless data usage are about 6.83 per cent and 92.56 per cent
respectively during the Q1 FY20. Share of 2G data usage remained 0.60 per cent during
the quarter.

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Gross revenue of the telecom sector stood at Rs 61,535 crore (US$ 8.80 billion) in FY20
(April-June 2019). Strong policy support from the government has been crucial to the
sector’s development. Foreign Direct Investment (FDI) cap in the telecom sector has
been increased to 100 per cent from 74 per cent. FDI inflows into the telecom sector
during April 2000-September 2019 totalled to US$ 37.10 billion. As of January 2019,
expenditure on telecom infrastructure and services by Government of India grew six-fold
to Rs 60,000 crore (US$ 8.31 billion) between 2014-19.

To propel the sector on a growth path, the Government of India has launched the National
Digital Communications Policy, 2018, which envisages attracting investments worth US$
100 billion in the telecommunications sector by 2022.

 World's Major Telecommunication Companies

 AT&T.
 China Mobile.
 Verizon Communications.
 Vodafone.
 Nippon Telegraph & Tel.
 Softbank.
 Deutsche Telekom.
 Telefonica

ABOUT THE COMPANY

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

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equipment, solutions and services for network operators and corporations. Nokia is a
broadly held company with listings on four major exchanges.
Nokia Corporation (Nokia) is a manufacturer of mobile devices and mobile networks.
Nokia connects people to each other and the information that matters to them with mobile
devices and solutions for voice, data, and imaging, games, multimedia and business
applications. The Company also provides equipment, solutions and services for its
operator and enterprise customers. Effective January 1, 2004, Nokia reorganized its
structure into four business groups: Mobile Phones, Multimedia, Enterprise Solutions and
Networks. During the year ended December 31, 2004, Nokia announced a total of 36 new
mobile devices in a wide variety of designs and technologies for all segments and at all
price points. Of the products launched, 34 had color screens and 23 were camera phones,
including its first mega-pixel camera phone, the Nokia 7610. In 2004, Nokia sold 10
million phones with integrated music players.
The company includes four business groups:
 Mobile Phones
 Multimedia
 Enterprise Solutions and
 Network.

Nokia also includes two horizontal groups that support the mobile device business
groups:

 Customer and Market Operations

 Technology Platforms.

Nokia, the Finnish telecom giant is today one of the world’s most admired companies.
Fortune magazine1 has referred to Nokia as the “least hierarchical big company in the
world". Nokia generates revenues of $19.9 billion and employs about 55,000 people. Its
shares are listed on the New York, Helsinki, Stockholm, London, Frankfurt and Paris
stock exchanges. Networks deals with data, video and voice network solutions. Mobile
Phones are the clear global leader. Many of the standard features of today's mobile
phones, such as large graphic displays, signal and battery indicators, colored covers and

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ringing tones were originally developed by Nokia. Communication products include
multimedia terminals for digital TV and interactive services via satellite, cable and
terrestrial networks.
The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi,
Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000
Nokia employees.

NOKIA’S FIRST CENTURY: 1865-1967

The first Nokia century began with Fredrik Ides tam’s paper mill on the banks of the
Nokian virta 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
 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 VernerWeckman 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.

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 1967: The merger:-
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to
create Nokia Corporation.

MOBILE REVOLUTION: 1992-1999

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

NOKIA NOW: 2000-TODAY:-

Nokia’s story continues with 3G, mobile multiplayer gaming, multimedia devices and a
look to the future...
2002: First 3G phone:-Nokia launches its first 3G phone, the Nokia 6650.
2003: Nokia launches the N-Gage:-Mobile gaming goes multiplayer with the N-Gage.
2005: The Nokia Nseries is born:-Nokia introduces the next generation of multimedia
devices, the Nokia Nseries.
2005: The billionth Nokia phone is sold:-Nokia sells its billionth phone – a Nokia 1100 –
in Nigeria. Global mobile phone subscriptions pass 2 billion.
2006: A new President and CEO:-Olli-PekkaKallasvuo becomes Nokia’s President and
CEO; JormaOllila becomes Chairman of Nokia’s board. Nokia and Siemens announce
plans for Nokia Siemens Networks.The birth of Nokia Eseries.The ultimate handheld
communicator mobiles (Enterprise series) are launched.
2007: Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks
commences operations. Nokia launches Ovi, its new internet services brand.
2008: Nokia's three mobile device business groups and the supporting horizontal groups
are replaced by an integrated business segment, Devices & Services.

2009: On July 24, 2009, Nokia announced that it will acquire certain assets of cellity, a
privately owned mobile software company which employs 14 people in Hamburg,
Germany, The acquisition of cellity was completed on August 5, 2009.

On September 11, 2009, Nokia announced the acquisition of "certain assets of Plum
Ventures, Inc, a privately held company which employed approximately 10 people with

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main offices in Boston, Massachusetts. Plum will complement Nokia’s Social Location
services".

2010: On March 28, 2010, Nokia announced the acquisition of Novarra, the mobile web
browser firm from Chicago. Terms of the deal were not disclosed. Novarra is a privately
held company based in Chicago, IL and provider of a mobile browser and service
platform and has more than 100 employees.

On April 10, 2010, Nokia announced its acquisition of MetaCarta, whose technology was
planned to be used in the area of local search, particularly involving location and other
services. Financial details of acquisition were not disclosed.

HISTORY

Nokia was set up in 1865, when a Finnish mining engineer, Fredrik Idestam established a
wood pulp mill on the banks of the Nokia River in southern Finland to manufacture
paper. In 1967, three companies, the Nokia Forest Products Company, Finnish Cable
Works and Finnish Rubber Works merged. As Cable Works had expertise in power
transmission cables and phone lines, Nokia decided to start an electronics division to
diversify into telecom products in 1960.

The decision to move into electronics was well timed. Semi-conductor technology was
just evolving and Nokia, despite being a newcomer, was not seriously handicapped in any
way. It was Bjorn Westerland, president of Cable Works who mooted the idea.
Westerland tied up with colleges and universities and hired technically competent people
to implement the project.
In the early 1970s, Nokia began developing a switch equipped with computer software
and Intel's microprocessors. Called the DX 200, the switch evolved into a multifaceted
platform, still the basis of Nokia's network infrastructure. The leadership of Kari
Kairamo, who became Nokia’s CEO in 1977, played a crucial role in Nokia’s evolution
as a leader in mobile phones. Kairamo, himself had little knowledge of the business,
having been associated with the forest products division. He, however, showed

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extraordinary initiative, by recruiting outside talent and empowering the young engineers
in the electronics division.
In 1981, the Scandinavian countries came together to set up a multinational cellular
network, called Nordic Mobile Telephony (NMT). Many other countries also accepted
NMT. The system offered competitive prices, and international roaming facilities, and
quickly gained popularity the world over. While Swedish company Ericsson rapidly
emerged as the global leader in the cellular network equipment business, Nokia gradually
strengthened its capabilities in the mobile handsets segment. Soon mobile phones began
to evolve as an affordable communication medium even for the common man.

Mission and Vision:

1. Vision

“Our customers continue to our First Priority”

Nokia’s future success depends on delivering great experiences to our customers by
creating products and solutions that work seamlessly and are appealing.

2. Mission

“In a world where everyone can be connected, we take very human approach to
technology”
Connecting is about helping people to feel close to what matters. Wherever,
whenever, Nokia believes in communicating, sharing, and in the awesome potential in
connecting the 2 billion who do with the 4 billion who don’t. If we focus on people,
and use technology to help people feel close to what matters, then growth will follow.
In a world where everyone can be connected, Nokia takes a very human approach to
technology.

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LOGOS
Past


Nokia Company logo. Founded in Tampere in 1865, incorporated in Nokia in
1871.


The brand logo of Finnish Rubber Works, founded in Helsinki in 1898.Logo from
1965 to 1966.


The Nokia Corporation "arrows" logo, used before the "Connecting People" logo.

Present

Nokia's current logo used since 2006, with the redesigned "Connecting People"
slogan.

 MODELS OF NOKIA

1) Nokia-N8

 Key Features:-
 1 year Nokia warranty

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 12.1 Megapixel camera with Carl Zeiss Optics
 Front Camera for Video call - VGA Camera
 HD Video Recording (at 720p)
 3G Connectivity
 Wi-Fi a/b/g/n Connectivity
 A-GPS navigation with voice guidance
 Email Sync
 Instant Messenger
 3.5inch (8.9cm) Capacitive Touch-Screen
 FM Radio with recording
 1200 mAh Battery
 Audio Jack (3.5mm)
 Video out for video streaming on TV/ projector
 Dolby Digital Plus Surround Sound Support When Connected Via HDMI Port
 Dedicated graphic processor with OpenGL 2.0 for unmatched gaming performance
 Nokia OVI store & maps
 Memory expandable up to 32GB.

2) Nokia-X7-00

 Key Features:-
 1 year Nokia warranty
 4 inch (10.2cm) Capacitive touch screen
 8.1 megapixel camera
 3G Connectivity
 Wi-Fi a/b/g/n Connectivity
 A-GPS Navigation
 Email Sync
 Symbian Anna OS
 Video recording
 Video player

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 Music player
 FM radio
 Bluetooth
 Mobile internet
 Social networking

3) Nokia Lumia 800

 Key Features:
 Size: 116.5 x 61.2 x 12.1 mm
 512 MB program memory
 16 GB internal user memory
 Add a space: 25 GB Skydrive
 A-GPS
 Accelerometer, proximity sensor, Magnetometer, ALS
 WLAN IEEE802.11 b/g/n with 2.4GHz
 USB 2.0 high-speed through micro USB connector
 Bluetooth wireless technology 2.1
 3.5 mm AHJ connector
 8 MP camera
 LED flash
 720p video recording
 Next Gen PC browsing on the phone
 Internet Explorer 9 with desktop rendering
 Hardware graphics acceleration
 HTML 5, CSS3, SV, XHTML, DOM and more
 WLAN IEEE802.11 b/g/n with 2.4GHz
 mm AHJ connector + WP Controls
 Windows Phone 7.5

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o SWOT Analysis

Nokia is at an important crossroads in its history. Having architected many of the key
tenets for growth during the formative years of the mobile phone industry, the market
with which Nokia is so familiar may be adopting different rules, ones that it may not fully
understand. The situation Nokia faces may be similar to the period in the PC industry
when Dell Computer surpassed perennial leaders IBM, Hewlett-Packard and Compaq
Computer. Why might this happen? Because Nokia's strengths are so well-understood by
its competitors, they are well-targeted and improved upon. The wireless market's
evolution has slowed, making it easier to challenge the incumbents. Also, the progress of
technology has made many of Nokia's early advantages easier to overcome. Nokia's
leadership position is a result of paying persistent attention to market needs and taking
the right chances at the right time.
Nokia was the first to acknowledge fashion as an important element in mobile phone
purchases, and it is solidly behind the push for Multimedia Messaging Service, which
could become the first data service beyond Short Message Service to be deemed
successful. There is a significant gap between Nokia and startups, which makes it
difficult to compete against Nokia. Nokia's tie to operators has kept its products solidly in
consumers' view. Yet, Nokia faces some serious challenges.

 Strengths

• Nokia has long established identity (1898); lots of available resources (financial, etc.)
• Nokia has high penetration rate in Europe, especially in Northern countries (close to
100%)
• Nokia Consumer Electronics has access to innovative technology through group
companies.

 Weakness

• Lack of centralized marketing strategy and champion; completely different positioning

strategy depending on the country
• Too many brand names (100) in one market; problem trying to find balance

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• Corporate culture is highly technical and operational: So what if the customer does not
understand!; lack of customer service priority

 Opportunities

• Potential for brand name sales in Europe and Asia-pacific

• Growing replacement and supplement television market
• NCE has opportunity of using its technology to enhance user-friendliness

 Threats

• The market for color TVs and VCRs is a mature/saturated market; consumers are
buying less often and only to replace older units (same trend for all countries across
Europe)
• Can’t differentiate based on technical advancement or price; competitors too fast to
match.
• Impact of recent purchases (for example, Sony) and mergers is unknown; competitors
are getting larger and integrating supply chains
• Competitors (Samsung, Gold star, Daewoo) quickly and successfully building brand
name and image Branding Strategy In the color TV market, neither technology nor price
provides a competitive advantage. The decision a consumer makes to purchase is
primarily motivated by emotion, and is driven largely by comfort level with a particular
brand. A successful branding strategy for NCE is, therefore, critical to gaining a
competitive advantage. Specifically, NCE should brand for the following reasons:
• Competitive advantage is gained through brand name (not technology or price).

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 COMPETITORS PROFILING

 Sony Ericsson is a joint venture established in 2001 by the Japanese consumer

electronics company Sony Corporation and the Swedish telecommunications
company Ericsson to make mobile phones. The stated reason for this venture is to
combine Sony's consumer electronics expertise with Ericsson's technological
leadership in the communications sector. Both companies have stopped making their
own mobile phones.
 The company's global management is based in Hammersmith, London, and it has
research & development teams in Sweden, Japan, China, Germany, the United States,
India, Pakistan and the United Kingdom.
 While Sony Ericsson has been enjoying strong growth recently, its South Korean
rival LG Electronics overtook it in Q1 2008 due to the company's profits crashing
significantly by 43% to €133 million, sales falling by 8% and market share dropping
from 9.4% to 7.9%, despite favourable conditions that the handset market is expected
to grow by 10% in 2008. The situation is getting worse as Sony Ericsson announced
another profit warning in June 2008[1], leading to wide fear that Sony Ericsson is on
the verge of decline along with its struggling rival, Motorola.
 Sony Ericsson has approximately 8,000 employees worldwide. The company's
current President is as of November 1 Hideki Komiyama who has replaced Miles
Flint, and the Corporate Executive Vice President is Anders Runevad.

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 HISTORICAL BACKGROUND

Ericsson, which had been in the cellular phone market for decades, decided to divest
this business in 2001 following huge losses. Ericsson had decided to source on chips
for its phones from a single source, a Philips facility in New Mexico. In March 2000 a
fire at the Philips factory contaminated the sterile facility. Philips assured Ericsson
and Nokia (the other major customer of the facility) that production would be delayed
by less than a week. When it became clear that production would actually be
compromised for months, Ericsson was faced with a serious shortage.

 Motorola is known around the world for innovation and leadership in wireless and
broadband communications. Inspired by their vision of Seamless Mobility, the
people of Motorola are committed to helping you get and stay connected simply and
seamlessly to the people, information, and entertainment that you want and need.
They do this by designing and delivering the "must have" products, "must do"
experiences and powerful networks - along with a full complement of support
services. A Fortune 100 company with global presence and impact, Motorola had
sales of $47.8 billion in 2007.

 Connected Home Solutions

Motorola provides integrated, end-to-end systems that reliably deliver digital

entertainment, information, and communications services over a variety of wired and
wireless broadband network architectures. The world's leading provider of digital video
set-tops and cable modems, Connected Home Solutions empowers consumers by
connecting their homes, keeping the people, content, and services important to them
always within their reach.
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  Government and Enterprise Mobility Solutions

Motorola is a leading provider of integrated radio communications and information

solutions, with more than 65 years of experience in meeting the mission-critical
requirements of public safety, government and enterprise customers world-wide. It
also designs, manufactures and sells automotive and industrial electronics systems
and telematics systems that enable automated roadside assistance, navigation and
advanced safety features for automobiles.

 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.

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 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 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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OBJECTIVES OF THE STUDY

RESEARCH OBJECTIVES

 First and foremost objective is to analyses the Marketing Strategies adopted by

Nokia.

 Secondly, to study the Sources of Brand equity of Nokia like Brand awareness, Brand
image, Brand association and brand recall.

 Thirdly, to understand the Brand performance of Nokia products.

 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 it’s 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.

4. Robustness

Everyone knows that Nokia mobiles are truly rock solid. I want to share my
experience with respect to this. I dropped my Nokia the very next day I bought it. I
dropped it on the staircase and it bounced to nearly 12 steps down. My heart
pumped out with the fear of losing the phone on the second day. But what I found
when I reached downstairs is that the phone is fully functional and it only had a
few scratch in its body. Since then, it slipped off my hand many a times but it did
not refuse to function. Thanks to Nokia for making such rugged phones. It would
really be the worst thing if I had to take my phone to service centre or had to buy a
new one every time I dropped my phone.

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

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money. So regardless of you being a corporate honcho or a fresher into the world
of economy, Nokia has something for you. The sheer ranges of products are
enviable and at the same time the success mantra of Nokia’s dominance.

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.

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 tag 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 cell phone manufacturer in the world with about 40% of
market shares 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/software 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 software in several regional languages which
made Nokia a success.

25
MARKET SEGMENTATION FOR NOKIA

The decibel levels in the cellular market are increasing with service providers stepping on
the gas. Not to be left behind, handset manufacturers are using precise segmentation to
carve up their share. Divide and rule seems to be working!
According to a report published in May 2001, the all-India cellular subscriber figures
stand at 38,71,514. With aggressive marketing by service providers, this figure is
expected to increase at a very rapid rate. If current decibel levels in the market are
anything to go by, these expectations are well on the way to being met. However, amidst
this entire melee one cannot ignore the efforts of the handset manufacturers. Both service
providers and handset manufacturers have been complementing each other well with each
fuelling the demand for the other.

26
Industry observers attribute the success of handset manufacturers to shrewd market
segmentation. The big three of the mobile handset market - Nokia, Ericsson and
Motorola, have studied the market and segmented it precisely.

 SEGMENTATION OF NOKIA AND SEGMENTATION MODEL

FOLLOWED BY COMPETITORS

Connecting people!

Nokia, arguably the biggest player in the world, has divided the market into four
segments:

* Hi-fliers: The biggest segment as far as Nokia is concerned consists of 'Hi-Fliers',

corporate executives who use a mobile phone to increase productivity at work. Aged
between 25-45, the segment looks for data transmission and other business-related
features. In most cases, the company sponsors the handset, hence price is not a major
consideration.

* Trendsetters: In any technology adoption cycle, the first segment to adopt an emerging
technology is dubbed as 'the early adopters'. For Nokia, these early adopters are
'Trendsetters' who are most receptive to advanced models. This was the segment at which
WAP-enabled models were aimed.

* Social contact: The third segment for Nokia is the upwardly mobile, socially-conscious
segment that uses a mobile to stay in touch. Today's youth and affluent housewives
constitute two major chunks of the segment.

* Assured: The fourth and last segment as defined by Nokia comprises of CEOs, high-
profile celebrities, industrialists and other high "net worth" individuals. The fact that the
segment cannot do without a mobile phone makes it the 'assured' segment.

27
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. Research
methodology constitutes of research methods, selection criterion of research methods,
used in context of research study and explanation of using of a particular method or
technique so that research results are capable of being evaluated either by researcher
himself or by others. Why a research study has been undertaken, how the research
problem has been formulated, why data have been collected and what particular
technique of analyzing data has been used and a best of similar other question are usually
answered when we talk of Research methodology concerning a research problem or
study. The main aim of research is to find out the truth which is hidden and which has not
been discovered as yet.

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DATA SOURCE
The data can be collected from two sources, i.e. Primary and Secondary.

 PRIMARY DATA:

Primary research entails the use of immediate data in determining the survival of the
market. The popular ways to collect primary data consist of surveys, interviews and focus
groups, which shows that direct relationship between potential customers and the
companies.

 SECONDARY DATA:

Where as secondary research is a means to reprocess and reuse collected information as

an indication for betterments of the service or product. Both primary and secondary data
are useful for businesses but both may differ from each other in various aspects.
I have collected entire data of this project from Secondary Sources like websites, books,
newspapers and magazines.

INTRODUCTION TO MARKETING

"Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, services, organizations, and events to create and
maintain relationships that will satisfy individual and organizational objectives." The new
definition of marketing, as released by the American Marketing Association is:-
Marketing is an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
"Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with
others." (Kotler & Armstrong 1987)
The Mission of marketing is satisfying customer needs. That takes place in a social
context. In developed societies marketing is needed in order to satisfy the needs of

29
society's members. Industry is the tool of society to produce products for the satisfaction
of needs.
Marketing is one of the most important functions in business. It is the discipline required
to understand customers' needs and the benefits they seek. Academics do not have one
commonly agreed upon definition. Even after a better part of a century the debate
continues. In a nutshell it consists of the social and managerial processes by which
products (goods or services) and value are exchanged in order to fulfill the needs and
wants of individuals or groups. Although many people seem to think that "Marketing"
and "Advertising" are synonymous, they are not. Advertising is simply one of the many
processes that together constitute Marketing.

FUNCTIONS OF MARKETING:-

 Market research
 Advertising and sales promotion
 Public Relations
 Selling
 Servicing
 Methods of payment and credit

Advantages

 identifies needs and wants of consumers

 determines demand for product
 aids in design of products that fulfill consumers needs
 outlines measures for generating the cash for daily operation, to repay debts and
to turn a profit
 identifies competitors and analyzes your product's or firm's competitive advantage
 identifies new product areas
 identifies new and/or potential customers
 allows for test to see if strategies are giving the desired results

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Disadvantages

 identifies weaknesses in your business skills

 leads to faulty marketing decisions based on improperly analyzed data
 creates unrealistic financial projections if information is interpreted incorrectly
 identifies weaknesses in your overall business plan

Introduction to Marketing Strategies

“STRATEGY” is a very broad term which commonly describes any thinking that looks at
the bigger picture. Successful companies are those that focus their efforts strategically.
To meet and exceed customer satisfaction, the business team needs to follow an overall
organizational strategy. A successful strategy adds value for the targeted customers over
the long run by consistently meeting their needs better than the competition does.
Strategy is the way in which a company orients itself towards the market in which it
operates and towards the other companies in the marketplace against which it competes.
It is a plan an organization formulates to gain a Sustainable Advantage over the
competition.
The Marketing Concept of building an organization around the profitable satisfaction of
customer needs has helped firms to achieve success in high-growth, moderately
competitive markets. However, to be successful in markets in which economic growth
has leveled and in which there exist many competitors who follow the marketing concept,
a well-developed marketing strategy is required. Such a strategy considers a portfolio of
products and takes into account the anticipated moves of competitors in the market.

Consumers seek certain attributes in products and these attributes lead to certain benefits
for them. When the benefits matter to them, over time they learn to choose products
which possess those attributes that lead to the relevant consequences.
Understanding these linkages between product attributes, their consequences and their
ultimate consumer ‘values’ are important if one has to arrive at a positioning that the
consumer can relate to. Benefit Laddering refers to a technique which focuses on product
attributes and hence provides a link for the changing value proposition of a product. It

31
helps the company to communicate its final value proposition to the consumer and hence
help the company to arrive at the desired positioning of the product in the market.

 Price / Selling Effort Strategies: A firm that follows a skimming strategy seeks to
be the first to introduce a product with very good performance, selling it to the
innovator market segment and charging a premium price for it. It makes as much
profit as possible, and then moves on when the competition arrives. The price is
likely to fall over time as competition is encountered. Such a skimming strategy
contrasts with a penetrating strategy, which seeks to gain market share by
sacrificing short-term profits, and increasing the price over time as market share is
gained.

 Competitors have certain strengths and abilities. To succeed, a firm must leverage
its own unique abilities.

 A firm should prepare defensive strategies before potential threats arrive. If the
competition surprises a firm with the introduction of a vastly superior product, the
firm should resist the temptation to proceed with its mediocre product. A firm
never should introduce a product that is obsolete when it hits the market.

 The competition's probable response to a firm's actions should be considered

carefully.

Marketing Mix

Marketing mix is the mixture of controllable marketing variable that the firm uses to
pursue the sought level of sales in the target market.
Therefore, the marketing mix indicates the appropriate combination of four P’s—product,
price, promotion, and place—for achieving marketing objectives. The components are
also known as marketing mix variables or controllable variables as they can be used

32
according to business requirements. In 1960, E. Jerome McCarthy in his book, Basic
Marketing, popularized a four-factor classification, the so-called four P’s—product,
price, place, and promotion.

Characteristics/Features/Nature of Marketing Mix:

1. Marketing mix is the crux of marketing process:

Marketing mix involves many crucial decisions relating to each element of the mix. The
impact of the mix will be the best when proper weightage is assigned to each element and
they are integrated so that the combined effect leads to the best results.

2. Marketing mix has to be reviewed constantly in order to meet the changing

requirements:

The marketing manager has to constantly review the mix and conditions of the market
and make necessary changes in the marketing mix according to changes in the conditions
and complexity of the market.

3. Changes in external environment necessitate alterations in the mix:

Changes keep on taking place in the external environment. For many industries, the
customer is the most fluctuating variable of environment. Customers’ tastes and
preferences change very fast.

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FOUR P’S

 Product: The product aspects of marketing deal with the specifications of the
actual good or service, and how it relates to the end-user's needs and wants. The
scope of a product generally includes supporting elements such as warranties,
guarantees, and support.

 Pricing: This refers to the process of setting a price for a product, including
discounts. The price need not be monetary - it can simply be what is exchanged for
the product or service, e.g. time, or attention.

 Promotion: This includes advertising, Sales promotion, Publicity, and personal

selling, and refers to the various methods of promoting the product, brand, or
company.

 Placement: refers to how the product gets to the customer; for example, point of
sale placement or Retailing. This fourth P has also sometimes been called Place,
referring to the channel by which a product or service is sold (e.g. online vs. retail),
which geographic region or industry, to which segment (young adults, families,
business people), etc.

MARKETING STRATEGIES OF NOKIA

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:

34
 • Messaging (e.g., MMS and e-mail)
• Entertainment (e.g., graphics, logos, games)
• Information (e.g., directory services, news)

Marketing Objective

i. Capture rural Indian market

ii. Target school student
iii. Attract Customers to New technology
iv. Enhance Distribution
v. Maximize our revenues
vi. Maintain Customer’s Loyalty

 Nokia using Microfinance to sell Phones in Rural India

Nokia is looking to extend a pilot scheme that has been operating in 2,500 villages in the
southern states of Andhra Pradesh and Karnataka to make its mobile phones more
affordable to rural Indians.

The company, which accounts for about half of all mobile handsets sold in India, has
been using microfinance schemes to allow poor villagers to buy its products. A
microfinance organization has bought handsets from Nokia and sold them to women in
rural villages by charging them Rs 100 or about US$2 a week for as long as 25 weeks.

Marketing Mix of Nokia

Nokia is one of the leading cellular phone providers across India. Have a look at its
marketing mix in this article.

1. PRODUCT
Variety: In every series of Nokia there are large numbers of sets thus large variety

35
Quality: Nokia gain brand personality and market shares of 35% because of its quality.
Design: Nokia sets are of various designs such as flip sets, Flat sets, Slide sets, Sets with
rotating Camera etc
Features: Each set of Nokia has its own features.

2. Price
Prices start from mere Rs.1200 to more than Rs.50, 000 to suit all class of people.
Nokia also offer cash allowances.
It uses skimming price strategy.

3. Promotion

Advertising – Through TV, Sign boards, Bill boards, Radio and Newspaper, Broachers,
Posters Dummies and display stands.
Personal selling – By product training to Distributer (what is product).
Sale promotion – Gift like Yamaha bike, Philips TV, Mitsubishi split AC, watches and
digital diary, With N73 mobile offer 2500Rs original Blue tooth free With 6220 offer
leather Wallet, With 6300 offer caps and shirts.
Public relation – Nokia spot light.
Road shows – N-gage.com for game lovers, Nokia football crazy.

4. Place
Nokia products are available at Nokia gallery.
Established mobile phone dealership such as Carphone warehouse & Link
Retailers like Dixon & other electrical products suppliers.

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37
DATA ANALYSIS AND INTERPRETATION

 Marketing Strategies of Nokia in India

In April 2005, Nokia India, a subsidiary of Finland-based Nokia, announced that it
was setting up a manufacturing facility for mobile devices in Chennai, the state
capital of Tamil Nadu in southern India. Nokia planned to invest US$ 100-150
million in the facility, where the production was expected to begin in the first half of
2006.

Pekka Ala-Pietilä, the former President and Head of Customer & Market Operations,
Nokia

Corporation said, "Establishing a new factory in India is an important step in the

continuous development of our global manufacturing network." India was ideal for
Nokia's new production facility. Each mobile handset has more than 400 parts and the
average production capacity of each manufacturing unit of Nokia is around 20 million
units.
This level of manufacturing involves a total of 8 billion components per annum, requiring
strong logistical support.

38
Nokia's manufacturing facility needed to be located close to a major international airport
or sea port for quick supply of components. India met all these requirements, and also
enjoyed cheap manpower costs and proximity to the rapidly growing Asia Pacific
markets.
Besides, Nokia was the market leader in mobile communication devices in India. The
company has been carrying out sales & marketing, customer care and research &
development activities in the country. Nokia considers India to be one of its most
important markets. The company's Code Division Multiple Access (CDMA) facility is
located in Mumbai and provides software and technical support to CDMA consumers in
India and other Asia Pacific countries. In 2004, Nokia was chosen as 'the most respected
consumer durables company ‘by Business world. The magazine wrote, "This Finnish
Company’s debut at the top of the heap says two things.

 Success of the Market Leader Nokia

Nokia is undoubtedly an amazing company. But what took my breath away, was how it
managed to surpass Unilever’s revenues in India. For people who are not aware, Unilever
is the most successful MNC operating in India and is considered an icon. Its business
practices, strategies are emulated by many companies in India and abroad.
Some key reasons why it could become so successful when other MNCs could not
succeed to the same level:
1. A complete "local" management style– with most of its senior management being
local and empowered to make decisions that will drive growth.
2. A dedicated R&D unit and a manufacturing unit. New products designed and
manufactured for the local markets.

39
40
 Effects of Nokia Marketing Strategies on their sales

1. More than 70% market share in India, which means close to about 3.5 million
handsets sales each month (India adds about 5 million subscribers each month)
2. Voted as the top brand in India.
3. Deal with the largest operator (Bharti- Airtel).

This bar diagram represents the contribution and comparison between Nokia and mobile
industry. Four year data is given from 2006 to 2009, in 2006 where industry earns 979
millions and Nokia earns 347.50 millions and its share in total sales is 35.50%. Next two
year’s Nokia share in total sales is increasing from 35.50% to 38.38% between 2006 to
41
 2007 and 38.38% to 38.58% between 2007 to 2008. This means the marketing strategies
of Nokia in these 2 years is prefect according to the market needs. But in 2008-2009
company loses its shares. In 2008 company share is 38.58% which comes 37.46% in
2009. This happens due to many of the new companies comes in Indian mobile market
and selling their products at low price and applying new marketing strategies but in this
time period Nokia is still using their old marketing strategies and don’t understand the
change in market.

 Different services that Nokia provides to their Indian customers

.Nokia focuses on five key service areas: Games, Maps, Media, Messaging and Music. Nokia's aim with Ovi is
to include third party developers, such as operators and third-party services like Yahoo's Flickr photo site. With
the announcement of Ovi Maps Player API, Nokia has started to evolve their services into a platform, enabling
third-parties to make use of Nokia's Ovi services. It has some significance in that Nokia is moving deeper into
the world of Internet services, where head-on competition with Microsoft, Google and Apple is
inevitable. Ovi is the Finnish word for "door".

42
 Customers Preferences about Nokia

Loyal customers are very important to companies, they are customers that have been drawn
in by the company’s marketing efforts and product quality, and stay loyal to that one
company.Nokia has always has a strong image for creating phones that are very durable,
even when you drop a Nokia it will break in to 4 to 5 different parts, but you can put it back
together again and it will work the same.

Even through Nokia is known for quality phones that can take a hit, the market place and
practices within it change and evolve and so will Nokia; this is because of
Price competition in sales between companies. The only way success is measured these
days in by profitability, and if you make phones that just won’t break, you won’t have
enough loyal customers that come and buy new phones.

PROMOTIONAL STRATEGIES:

"Push or Pull"
Marketing theory distinguishes between two main kinds of promotional strategy - "push"
and "pull".

 Push

A “push” promotional strategy makes use of a company's sales force and trade promotion
activities to create consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote 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 higher volumes.

43
A "push" strategy tries to sell directly to the consumer, bypassing other distribution
channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer
promotions and advertising are the most likely promotional tools.

 Pull

A “pull” selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers
will ask the wholesalers, and the wholesalers will ask the producers.

LOOPHOLES

No doubt that 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 rudimentary
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.
Nokia, quite alarmed by the dropping sales of its phones, is now putting all its weight
behind the N-Series range. The N-Series is packed with multimedia features and Nokia
believes that these phones might woo the costumers back to the big daddy of the mobile
phone world. But Espoo, we have a problem!! (Nokia is headquartered at Espoo,
Finland).
While Motorola (quite intelligently) gives a dashy-flashy name to every phone it brings
into the market, Nokia tends to do the exact opposite. Nokia from the very start has relied
on numbers rather than names. This strategy worked very well in the past, but only
because there wasn’t much competition back then. But times have changed. Every month

44
the market sees at least a dozen new handsets from an equal number of manufacturers.
Consumers now have more than they can choose.
Consumers are more attracted by names because they can thus easily relate to the features
of the phone. This is evident from the success of the MotoRazr, MotoSlvr, MotoRizr and
MotoKrzr. These phones are not packed with heavy multimedia features like the N-
Series; still they are selling like hot cakes. Just by reading the name of the handset, one
gets a broad idea what the phone looks like or what its features are.
Nokia advertises more than Motorola. Still its market share is dropping. Motorola does
not need to spend much money for the promotion of its products and it doesn’t have to
worry about the marketing of these phones; it just simplifies its job by naming its
products right. Take the example of Apple. It did not have to do much to promote its
iPhone.

 HMD Global

HMD Global Oy, branded as HMD, is a Finnish mobile phone company, made up of the
mobile phone business that Nokia had sold to Microsoft in 2014, then bought back in
2016. HMD Oy (limited company) began marketing smartphones and feature
phones under the Nokia brand on 1 December 2016. The company has exclusive rights to

45
the Nokia brand for mobile phones through a licensing HMD Global Oy, branded
as HMD, is a Finnish mobile phone company, made up of the agreement.[5] The company
was created by inheriting Microsoft Mobile's feature phone business, which was sold to
Microsoft by Nokia in 2014. HMD is in a 'close partnership' with Google, and uses the
Android operating system under the Android One programme on their
smartphones,[6] whereas HMD's feature phones use the Series 30+ platform, or most
recently, the Firefox OS-derived KaiOS.[7]The HMD brand is only used for corporate
purposes and does not appear in advertising, whereas the name Nokia Mobile is used on
social media.
The CEO of Nokia, Rajeev Suri, said in June 2015 that the Nokia brand would return to
smartphones.[23] Earlier that year Nokia Technologies released the N1 tablet running
Android. Under the terms of the acquisition agreement with Microsoft, Nokia could not
sell Nokia-branded phones until 31 December 2015.[24] Suri said in February 2016 that he
wanted the company to be in a position where it co-designs with another manufacturer,
but keeps "appropriate control measures".

 SALES

HMD executive Juho Sarvikas said on 16 August 2017 that the company had shipped
"millions of units of the 3, 5 and 6", with demand "far outstripping" supply.[107] As of
June 2017, demand of the new Nokia 3310 has been up to seven times higher than
expected in the UK.[108]
By Q2 2017, HMD captured 0.4% market share in the smartphone market, making it the
11th largest in Europe, and 5th largest in Finland. An IDC analyst called it a "great
start".[109]According to Counterpoint Research on 1 December 2017, – the first
anniversary of HMD – the company was the 8th mobile phone vendor in the world (this
includes both smartphones and feature phones). It was placed 5th in India, 4th in Russia,
3rd in the UK, and 1st in the Middle East.[110] It also became the 4th vendor in Germany
as of Q3 2017.[111]
1.5 million Nokia smartphones were sold in the first half of 2017,[112] up from virtually
zero the year before.

46
In Q4 2017, HMD was the best-selling mobile phone vendor overall in Vietnam and most
Middle Eastern countries, and also the no. 1 feature phone vendor worldwide. It was also
the 3rd best-selling smartphone vendor in the UK, the first time for the Nokia brand since
2010.[113] In Q3 2018, HMD had the biggest year-on-year sales growth of 71% to 4.8
million units shipped that quarter, making it the 9th largest smartphone vendor
worldwide.[114]
In Q2 2019, HMD sold 4.8 million smartphones, up from 4.5 million in Q2 2018.

FINDINGS AND OBSERVATIONS

 After analyzing the data it was clear that customer are using the NOKIA brand
mobile as compare to other brand they are using NOKIA mobile from many
months..

 After the survey we find that purchasing of NOKIA mobile is due to his durability
and give the performance and they are satisfied with the feature that provide by
the company in NOKIA mobile..

 Customers are not satisfied with the price of NOKIA mobile as compare to other
brand of mobile the price is little bit high.

 Most of the customer are satisfied with the quality that provided by NOKIA.

 Customers of NOKIA who already use them they always suggest the NOKIA
brand to his friends and relatives and also if they buy again they buy NOKIA.

 People are more familiar with NOKIA brand as compare to others.

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 LIMITATIONS OF THE STUDY

 Due to wide spread information of the data, the scope of project becomes very
wide.
 All the matter has been collected through secondary sources; hence, the errors
might have crept in.
 Given the time constraints, all the information could not be gathered.

CONCLUSION

From the Above Project I Had Come to this Conclusion That Nokia has Implemented
Various Strategies in Developing It Products on a Large Scale & Becoming No.1 Leader
in The World of Mobile Phones. Nokia has used various Techniques to implement its
products into the market. As per my Opinion Nokia had introduced various schemes to
attract people & gain more goodwill into market. I would like to conclude that Nokia had
been launching various new products & Strategies throughout the year but still it is the
No.1 brand leader in Mobile Phones. Many people around the globe are purchasing
Nokia phones as they are very cheap, good & efficient to operate. Nokia had used various
marketing strategies to enhance its products into market & also they have used better &
efficient market segmentation strategies to market its products according to various
segments of customers in the market. Nokia as such has used all Modern & Good
techiques to tackle problems of customers in market. Customer Care & Feedback is also
given more importance to increase the sales of product. Better, Efficient & Advanced
Techniques are used to increase the sales of product. Also Nokia is largest manufacturer
of mobile phones in India & also the No.1 Leader in it. Various Promotional Strategies
are being enrolled into the market to promote the products. New Models & their
Strategies are being well utilized to enhance the product.

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 RECOMMENDATIONS & SUGGESTIONS

I would like to Provide Certain Recommendations towards this Project Report. There are
various Recommendation required to be done in this Report. They are as Follows:-

1) I would like to suggest that the Marketing areas for Sales should be increased.
They should try to adopt new strategies to regain whole sales force in the market.

2) As far as Launching of New Models is concerned, The Company should try to

offer sales of such products at a affordable Price.

3) The Company should try to bring attractive offers & discounts to the customers to
make them more Brand Loyal towards them.

BIBLIOGRAPHY

The following sources have been sought for the preparation of this report.

Books

 N.G Kale, Marketing Management, (revised 2nd edition).

 Digital Arts, World of Marketing, revised 3rd edition).

Website

1. www.google.com
2. http://en.wikipedia.org/wiki/Nokia
3. www.nokia.com

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