“Brand Positioning of Nokia Mobile in Indian Market”

A PROJECT REPORT

Under the guidance Of Mrs. Asha Kiran

Submitted by

Rohit Kumar

in partial fulfillment o f the requirementfor the award of the degree

OfMasters in Business Administration

IN

Marketing Management

March, 2015

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DECLARATION

I, ROHIT KUMAR, student of M.B.A final year of SIKKIM MANIPAL UNIVERSITY, batch-2013-2015, hereby declare that this dissertation entitled "BRAND POSITIONING OF NOKIA MOBILE IN INDIAN MARKET" is based on my research work and has not been submitted for the award of any other degree, diploma or fellowship and has not been published in any journals or magazine.

All the persons who helped me during and in the preparation of this report are duly acknowledged. The result that are published here are purely for academic purpose only.

ROHIT KUMAR

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ACKNOWLEDGEMENT

The research report will be incomplete without acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this dissertation.

First of all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this research project work, which has helped me in the successful completion of the training.

I take this opportunity to extend my sincere gratitude and profound obligation towards my guidance Mrs. Asha Kiran,ICAII, Chandigarh for giving me valuable suggestions & his inestimable help rendered to me throughout the research project and all other faculty members for without their encouragement and continuing support, this research project would not have been possible.

ROHIT KUMAR

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PREFACE

Beginning of the system project is entirely creative. This does not come all of a sudden, but it comes by result of discussion, consultation and contemplation. Problem unsolved here can never be satisfactory eliminated later. It is therefore a slow process. Moreover practical research is an important part of management courses. The theoretical studies are not sufficient to get into the corporate world. Only practical knowledge can help us to understand the complexities of large scale organizations. To develop healthy managerial and administration skill in potential managers, it is necessary that theoretical knowledge must be supplemented with exposure to the real environment. Actually, it is life for, a management itself is realized. In my case I confronted myself to Brand positioning of Nokia in Indian market. And the exposure that I could not have gained from the books. I found it very interesting and challenging take knowledge about this project from internet and make this project in my own way.

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Bonafide Certificate:

BONAFIDE CERTIFICATE

Certified that this project report titled “Brand Positioning of Nokia

Mobile in Indian Market” is the bonafide work of “Rohit Kumar” who

carried out the project work under my supervision.

SIGNATURE SIGNATURE

HEAD OF THE DEPARTMENT FACULTY IN CHARGE <Academic Designation>

<Department> <Department>

<<Full address of the Dept & College >> <Full address of the Dept & College >

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TABLE OF CONTENTS

TOPIC PAGE NO.

EXECUTIVE SUMMARY 7 INTRODUCTION OF NOKIA GROUP 9 HISTORY OF NOKIA 14 NOKIA PHONES 26 COMMITTEES OF BOARDS 30 OBJECTIVE OF STUDY 37 RESEARCH METHODOLOGY 39 RESEARCH DESIGN 42 THEORETICAL CONCEPTS 46 DATA PRESENTATION 56 DATA ANALYSIS 62 FINDINGS OF STUDY 69 CONCLUSION

73 RECOMMENDATION

76 QUESTIONNAIRE

78 BIBLIOGRAPHY 82

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

Mobile Segment is one of the most trending and increasing business in today’s competitive world. In all these, here we are concerned with the brand value of Nokia and its position in comparison to other competitor brands like Samsung, sony, HTC etc. There is no doubt in this that Nokia is one of the most old name working in this sector, so that brings the faith in this name. As a result, people having age group of 40+ use the nokia mobiles because of its simple functions and image. After this research, I came to this conclusion that no doubt nokia has suffered through the time in various criterion as compared to others. But recent tie up with Microsoft will surely help to rise up in very good rate. As a customer I suggests that Nokia should experiment with new platforms for mobiles on affordable price range. So that people can connect to this brand to its consumer base. Hopefully, this knot with Microsoft will be beneficial for all i.e. customer, Nokia, Microsoft.

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INTRODUCTION OF NOKIA GROUP

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INTRODUCTION OF NOKIA GROUP

Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy-to-use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and corporations. Nokia is a broadly held

company with listings on four major exchanges.

The world's first international cellular mobile telephone network NMT was opened in Scandinavia in 1981 with Nokia introducing the first car phones for the network Or, that the world's first NMT hand portable, the Nokia Cityman, was launched in 1987.Nokia ReviewsMy focus is Nokia phones. I also write about the everyday usage of Nokia cell phones - small useful tips and tricks to get more out of your Nokia. I write about and compare the newest phones, smart phones, camera phones, clamshell, candy bar, slider, 3G and flip phones. Which cell phone browsers are available for my Nokia? About Nokia camera phones. Can a Nokia phone compete with MP3 players like the

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iPod? Should I protect my Nokia against virus attacks? Is there a better calendar available for my Nokia Smartphone? Should I upgrade the software on my phone? How do I make Nokia wallpapers or themes for my Nokia? Where can I buy Nokia phones? Go for Nokia videos.

Nokia Oyj is a Finnish multinational communications and information technology company. Nokia is headquartered in Espoo, Uusimaa, in the greater Helsinki metropolitan area. In 2014, Nokia employed 61,656 people across 120 countries, conducts sales in more than 150 countries and reported annual revenues of around €12.73 billion. Nokia is a public limited-liability company listed on the Helsinki Stock Exchange and New York Stock Exchange. It is the world's 274th-largest company measured by 2013 revenues according to the Fortune Global 500.

The company currently focuses on large-scale telecommunications infrastructures, technology development and licensing, andonline mapping services. Nokia is also a significant contributor to the mobile telephony industry, having assisted in development of the GSM and LTE standards, and was, for a period, the largest vendor of mobile phones in the world. Nokia's dominance also extended into the smartphone industry through its Symbian platform, but it was soon overshadowed by the growing dominance of Apple's iPhone line and Android devices. Nokia eventually entered into a pact with Microsoft in 2011 to exclusively use its Windows Phone platform on future smartphones.

In September 2013, Microsoft announced that it would acquire Nokia's mobile phone business as part of an overall deal totaling €5.44 billion (US$7.17 billion). Stephen Elop, Nokia's former CEO, and several other executives joined the new Microsoft Mobile subsidiary of Microsoft as part of the deal, which was completed on 25 April 2014.

In November 2014, following the Microsoft sale, Nokia announced plans to license its product designs and technologies to third-party manufacturers, primarily to enable a continued presence for the Nokia brand in the

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consumer electronics hardware market. The first product borne of this strategy is the Nokia N1 tablet.

VISIONCorporate responsibility programming reflects an increasing interest (both internally and externally) in the impact our business actions have on communities from societal, environmental, and economic perspectives. We both acknowledge and understand that our responsibilities go beyond simply providing quality communication products.As a market leader, the best contribution we can make to the global community is to conduct our business in a responsible way. This belief drives our commitment to creating ethically sound policies and principles that guide us in our work. Our Corporate Responsibility (CR) agenda is framed around the Nokia Values and is carried out in all aspects of our work to ensure customer satisfaction and respect, and also to assist us in embracing renewal and striving for achievement.Our values are put into action with the help of the Nokia Code of Conduct, which aims to reach beyond legal compliance or reactionary positioning by taking a leading role in the various areas where society is affected by the mobile communication business.This translates into further action as we integrate CR ideas and work practices throughout our various business channels. By striving to include all members of Nokia’s community in this process, we are demonstrating our overall commitment to the belief that responsibility is everybody’s business.

Our promise is to help people feel close to what is important to themNokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include

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the web and, social networks are becoming central to how people communicate.People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokia’s promise is to connect people in new and better ways.Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services.

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HISTORY OF

NOKIA

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History of Nokia

Year 1969Nokia 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 1981The world's first international cellular mobile telephone network NMT opened in Scandinavia with Nokia introducing the first car phones for the network.

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

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

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

Year 1988The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards, manufactured by Nokia, was brought into use in Finland.

Year 1989

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The world's first Actionist trucking mobile radio network was brought into operation. The world's first fast-poll 14,400 bps (bits-per-second) modem.

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

Year 1991The 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 1992The Nokia 1011, the first digital hand portable phone for GSM network.The Nokia 100 series, the first family of handportable phones for all analog networks.

Year 1993The 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 official 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,

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including the Nokia PC Card 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 hand portable phones for all digital standards (GSM, TDMA, PCN, and Japan Digital). The Nokia 2100 was the world's smallest and lightest family of digital products.

Year 1995The 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.

Year 1996The 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. Nokia was the first manufacturer to offer both simplified and traditional character sets in the same phone.

The Nokia 2160, the first available dual mode AMPS/TDMA phone. The Nokia 9000 Communicator, the world's first all-in-one mobile communications tool introduced at the CeBIT exhibition.

Year 1997The 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 next generation GSM product family, the Nokia 6100 series. New standards for operating times and a set of innovative industry-first features, including audio quality and an entirely new Profile function which enables users to adjust the phone settings according to various situations.

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Next generation half-rate hand portable for the digital PDC standard in Japan. With this introduction, Nokia is 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 first call on the Helsinki City Energy Company's digital TETRA network was made. The network, called officially Helen Net by Helsinki City Energy Company, is the world's first network taken into operative use, according to the TETRA standard.

Year 1998Nokia delivered world's first ETSI standard ADSL and IP network to Telecom New Zealand, thereby marking the start of commercial delivery of broadband data services using the ADSL network.

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. The world's smallest NMT 450 phone, the Nokia 650, sets a new benchmark for NMT 450 technology. As a special additional feature and first in the market, the Nokia 650 has a built-in FM radio.

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

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band GSM 900/1800 media phone has been designed to enable easy access to Internet content from a 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 that bring benefits offered by IPv6, such as global reach ability and end-to-end security.

Nokia introduced the world's first TETRA WAP browser which brings powerful WAP applications to TETRA professional mobile radio networks. WAP over TETRA provides a new method of data communication for professionals. It enables real-time direct access to various customer and technical databases in only a few seconds. 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 been developed in co-operation with Finnish companies Helsinki Energy and Tekla Corporation. Nokia and Sonera have completed tests that bring roaming capabilities for IP traffic between GPRS networks for the first time in the world. Nokia and Scandinavian Airlines Systems announced a partnership to bring Nokia mobile phones to the selection of goods sold on all international SAS flights. This is the first time mobile phones will be sold on airplanes. Nokia launched the Nokia Live Site platform, the world's first WCDMA implementation which is compatible with the latest 3GPP standards for third generation networks.

Nokia successfully carried out the world's first WAP service over a trial WCDMA system. The tests were completed in Beijing, China, where Chinese language WAP services were transmitted via the WCDMA system and radio network. Nokia, a founding member of the SyncML initiative, announced that it had

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successfully demonstrated the world's first wireless Internet synchronization using the SyncL protocol. Nokia is the first vendor in the world to bring full mobile IP packet data functionalities into TETRA networks. Nokia TETRA IP significantly enhances access to WAP services and more efficient WAP service development is possible with new TETRA IP functionalities. Nokia announces world's first GPRS roaming between M1 Singapore and Cable and Wireless HKT Mobile Services, Hong Kong. This is the first announcement of its kind in the world for GPRS inter-operator roaming.

Year 2001Nokia introduces the industry first multimedia messaging solution, the Nokia Art use (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. Nokia and the Finnish operator Sonera conducted the world's first Wireless LAN roaming based on GSM technology. Sonera is making use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones.

Year 2002Nokia successfully 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 Research research 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.

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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 research emulator. This chipset is the world's first to support complete 1xEV-DV Release C functionality.

Year 2004Using 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. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6.

Nokia announced the Nokia NFC (Near Field Communication) shell, the latest step in the development of innovative products for mobile communications, in November. With the Nokia NFC shell on their phone, consumers will be able to easily access a variety of services and conveniently exchange information with a simple touch gesture utilizing NFC technology. In October, Nokia and Telia Sonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network. Achieving a first for the Asia-Pacific region, Nokia, MediaCorp Technologies, M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast - Handheld) network at the Nokia Connection event in Singapore.

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Nokia and Texas Instruments Incorporated introduced the first pre-integrated and validated Series 60 Reference Implementation based on TI's OMAP(TM) processor-powered reference design in February. The Reference Implementation is available immediately to Series 60 licensees.

Year 2005The 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. SBS Finland's Kiss FM became the first radio station in the world to begin Visual Radio broadcasts. This unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before.

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.

Year 2006Digital and Nokia signed world's first commercial DVB-H mobile TV platform supply contract.Nokia introduced Wibree technology as an open industry initiative extending local connectivity to small devices. Wibree is the first open technology offering connectivity between mobile devices or Personal Computers, and small, button cell battery power devices such as watches, wireless keyboards, toys and sports sensors.

Year 2007

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Nokia became the first phone maker to add energy saving alerts to mobiles. Nokia launched the first mobile phones to include alerts encouraging people to unplug the charger once the battery is full, a move that could save enough electricity to power 85,000 homes a year. Starting with the new Nokia 1200, Nokia 1208 and the Nokia 1650, the alerts will be rolled out across the Nokia product range.Nokia 6110, dedicated smart phone with inbuilt GPS, aimed towards the navigation market.Nokia N95 was the world’s first device combining GPS and wireless broadband (HSDPA/WLAN). When it was introduced to the market in March 2007 (announced in 2006), it was a flagship smartphone in many ways: it combined a new form factor (2-way slide design), class-leading camera functionality with 5 mega pixels andCarl Zeiss optics, in-built GPS, WLAN and HSDPA for ultra-fast 3.5G connectivity.

Year 2008Nokia N97, the first Nokia mobile computer with QWERTY keyboard and touch screen.

Year 2010 to 2013

In 2010, pressure on Nokia increased dramatically as Android and iOS continued to make gains. Other Symbian OEMs including Samsung Electronics and Sony Ericsson chose to make Android-based smartphones instead of Symbian, and by mid-2010 Nokia was its only OEM outside Japan. Nokia developed Symbian^3 to replace S60, but it never became popular. By Q4 2010, Symbian's market share dipped to 32%, surpassed by Android at 30%. Despite losing share, the smartphone unit was profitable and smartphone unit sales increased every quarter during 2010. An estimated 4 million units were sold in Q4 2010.

In February 2010, Nokia and Intel announced MeeGo, a merger of their Linux-based Maemo and Moblin projects aiming to create a unified mobile

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operating system for a wide array of devices, including tablets and smartphones. In particular, Nokia planned to use MeeGo as a successor to Symbian on its future smartphones, but despite of warm reception from all markets only Nokia N9 has been launched.

In an employee memo that surfaced in February 2011, Elop infamously described Nokia as being on a "burning platform", blaming the "war of ecosystems" between iOS and Android as part of Nokia's overall struggle, and asserting that the company needed to make major changes to its operation.[119]

2011: Alliance with Microsoft, Windows Phone, and launch of Lumia.

The Nokia Lumia 720

In February 2011, Stephen Elop and Microsoft's CEO Steve Ballmer jointly announced a major business partnership between the two companies, which would see Nokia adopt Windows Phone as its primary platform on future smartphones, replacing both Symbian and MeeGo. The deal also included the use of Bing as the search engine on Nokia devices, and the integration of Nokia Maps into Microsoft's own mapping services. Nokia announced that it would still release one device running the MeeGo platform in 2011, but that it would devote fewer resources to future development of the platform, and that it would phase out Symbian entirely. Aligning with Microsoft had been considered a possibility by analysts due to Elop's prior employment with the company. Nokia unveiled its firstWindows Phone 7-

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based devices, the mid-range Lumia 710 and high-end Lumia 800, on 26 October 2011 at its Nokia World conference.

After this announcement, Nokia's share price fell about 14%, its biggest drop since July 2009. Nokia's smartphone sales, which had previously increased, collapsed. From the beginning of 2011 until 2013, Nokia fell from #1 to #10 in smartphone sales. Amid falling sales, Nokia posted a loss of 368 million euros for Q2 2011, whereas in Q2 2010, it had realized a profit of 227 million euros. On September 2011, Nokia has announced it would cut another 3,500 jobs worldwide, including the closure of its Cluj factory in Romania.

As Nokia was the largest mobile phone and smartphone manufacturer worldwide at the time, it was suggested the alliance would help Windows Phone. Nokia was overtaken by Apple as the world's biggest smartphone maker by volume in June 2011. In August 2011 Chris Weber, head of Nokia's subsidiary in the U.S., stated "The reality is if we are not successful with Windows Phone, it doesn't matter what we do (elsewhere)." He further added "North America is a priority for Nokia (...) because it is a key market for Microsoft.

Nokia reported "well above 1 million" sales for its Lumia line up to 26 January 2012, 2 million sales for the first quarter of 2012, and 4 million for the second quarter of 2012. In this quarter, Nokia only sold 600,000 smartphones (Symbian and Windows Phone 7) in North America. For comparison, Nokia sold more than 30 million Symbian devices world-wide in Q4 2010 and the Nokia N8 alone sold almost 4 million in its first quarter. In Q2 2012, 26 million iPhones and 105 million Android phones shipped, compared to only 6.8 million devices with Symbian and 5.4 million with Windows Phone.

While announcing an alliance with Groupon, Elop declared "The competition... is not with other device manufacturers, it's with Google." In June 2012, Nokia chairman RistoSiilasmaa told journalists that Nokia had a

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contingency plan in the event that Windows Phone failed, but did not specify what it was.

Year 2013 to 2014: Sale of mobile phone business to Microsoft

On 2 September 2013, Microsoft announced that it would acquire Nokia's mobile device business in a deal worth €3.79bn, along with another €1.65bn to license Nokia's portfolio of patents for 10 years; a deal totaling at over €5.4bn. Steve Ballmer considered the purchase to be a "bold step into the future" for both companies, primarily as a result of its recent collaboration. In an interview with HelsinginSanomat, former Nokia executive AnssiVanjoki commented that the Microsoft deal was "inevitable" due to the "failed strategy" of Stephen Elop.

The deal was closed on 25 April 2014 for "slightly more" than the originally stated €5.44 billion. Nokia's mobile phone assets became a part of Microsoft Mobile, a new subsidiary of Microsoft based in Finland. The deal was originally expected to be closed in March 2014, but was delayed by a tax dispute involving a factory in India—officials claimed that Nokia had not properly paid taxes on devices that were produced at the plant, but sold domestically (exports are exempt from taxes). Indian governments had required that Nokia place money in escrow before it was allowed to transfer control of the factory to Microsoft. As a result, the plant was not transferred to Microsoft, but would produce products on behalf of the company.

As part of the deal, Microsoft acquired the Asha and Lumia brands, but only had a limited license to the Nokia brand. Microsoft could only use the Nokia brand to promote Lumia products for 18 months after the closure of the acquisition, X products through December 2015, and feature phones such as the Series 30 series for 10 years. Microsoft did not acquire any rights to the Nokia tune, which the company may only use as the default ringtone on Nokia-branded devices. Nokia itself is also subject to a non-compete clause forbidding it from manufacturing any Nokia-branded phones until 31 December 2015. Microsoft also took over Nokia's website and social media outlets following the closure of the deal; this arrangement was in place for a

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minimum of one year after the closure. The company continued to use the Nokia name on smartphones through October 2014, when Microsoft announced that future Lumia devices would be branded with Microsoft's name and logo.

A number of Nokia executives joined Microsoft as a result; Stephen Elop became the head of Microsoft's devices team (which include products such as Xbox and Surface lines);RistoSiilasmaa replaced Elop as interim CEO, before the appointment of Rajeev Suri. Post-acquisition, Nokia now focuses on three core business units; its Here mapping service (which Microsoft will license for four years under the deal), its infrastructure division Nokia Solutions and Networks (NSN), and on developing and licensing its "advanced technologies".In July 2014, Microsoft announced a significant layoff of workers, including 12,500 workers from the former mobile phone group at Nokia. It was also reported that Microsoft had ended future development of Nokia's feature phone and X lines in favor of focusing exclusively on Windows Phone.

Year 2014 to present

Nokia has been involved in the acquisition of other companies. These include Medio Systems by the HERE division.

In October 2014, Nokia and China Mobile signed a $970 million framework deal for delivery between 2014 and 2015.

On 17 November 2014, Nokia technologies head RamziHaidamus disclosed that the company planned to re-enter the consumer electronics business by licensing in-house hardware designs and technologies to third-party manufacturers. Haidamus stated that the Nokia brand was "valuable" but "is diminishing in value, and that’s why it is important that we reverse that trend very quickly, imminently."  The next day, Nokia unveiled the N1,

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an Android 5.0 tablet manufactured by Foxconn, as its first product following the Microsoft sale. Haidamus emphasized that devices released under these licensing agreements would be held to high standards in production quality, and would "look and feel just like Nokia built it."

NOKIA PHONES

Nokia remains the world's number one manufacturer of mobile phones, although its position is under threat from other manufacturers, particularly Sony Ericsson and Samsung. Nokia have the advantage of outstanding loyalty from its traditional customers, together with a perceived reputation for reliability and user-friendliness. One of Nokia's problems is its difficulty in competing against electronics giants like Sony and Samsung with their unparalleled expertise in technologies like digital photography and LCD displays. As these technologies become more and more important in modern phones, the gap between Nokia and its rivals becomes more apparent. Nokia's response is to focus more on innovative design and the concept of a "fashion" phone. However, at the top end of the market, Nokia has a dominant position in the smartphone market with its Series 60 platform.Click on any of the Nokia phones below to read a full review (plus independent reviews by consumers), and to find the best place to buy in the UK.Nokia N-Gage - phone & games console in one!Nokia 1100 - entry-level phone, designed with simplicity and reliability in mindNokia 2100 - practical and fun phoneNokia 2300 - very basic phoneNokia 2600 - entry-level color phone

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Nokia 2650 - odd-looking clamshell phone with basic featuresNokia 3100 - color phone with glow-in-the-dark coverNokia 3200 - entry-level camera phone with custom coversNokia 3220 - fun camera phone aimed at teenagersNokia 3300 - music phone with MP3 player, stereo FM radio, and a digital recorder Nokia 3310 - very popular pay as you go phone Nokia 3410 - replacement for the Nokia 3330, with lots of new featuresNokia 3510 - similar to the 3410, with polyphonic ringtones, but lacking Java bNokia 3510i - best of the 3410/3510 seriesNokia 3650 - multimedia phone with digital camera and video cameraNokia 3660 - enhanced version of the 3650 with 65k colour screenNokia 5100 - hard-wearing phone with colour display & built-in radioNokia 5140 - durable phone designed for sport and outdoor useNokia 5210 - hard wearing, versatile phone Nokia 6100 - advanced feature-rich lightweight phoneNokia 6170 - excellent value clamshell camera phone with metal case and a good range of featuresNokia 6220 - business class phone that also includes features like an integrated digital camera, video recorder and FM radioNokia 6230 - improved version of the 6220 with 65k colour displayNokia 6230i - review coming soon! Nokia 6260 - advanced clamshell-design smartphone Nokia 6310 - replacement for the classic 6210Nokia 6310i - adds triband and Java™ capability to the Nokia 6310Nokia 6510 - advanced phone, with similar features to the 8310Nokia 6600 - smart phone with 65k colour display, camera, camcorder and Symbian operating systemNokia 6610 - all the features of the 7210 in a more conventional design Nokia 6610i - adding a digital camera to the 6610Nokia 6630 - first 3G smartphoneNokia 6670 - multimedia smartphone with megapixel camera

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Nokia 6800 - brand new phone with full QWERTY keyboardNokia 6810 - full QWERTY keyboard, Bluetooth wireless connectivity and high speed dataNokia 6820 - messaging device with QWERTY keyboard and multimedia featuresNokia 7200 - Nokia's first clamshell phoneNokia 7210 - hot new phone with colour display, triband, Java™ and polyphonic ringtonesNokia 7250 - similar to the 7210, but with an integrated digital cameraNokia 7250i - enhanced version of the Nokia 7250Nokia 7260 - Art-Deco inspired camera phoneNokia 7270 - fashion phone with MP3 ringtones and viceo cameraNokia 7280 - review coming soon!Nokia 7600 - 3G phoneNokia 7610 - multimedia smartphone with megapixel cameraNokia 7650 - amazing multimedia phone with colour display Nokia 8310 - most popular Nokia phone, widely regarded as the best currently availableNokia 8910i - exclusive phone with stunning looksNokia 9210 - heavy-duty mobile communications device

Nokia 9210i - updated Communicator with more memory and improved internet support and so on………

NOKIA COMMITMENTAs approximately one in three phones in use is a Nokia phone, it’s safe to say our products influence the lives of hundreds of millions of people.Maximizing the benefits of mobile communication and minimizing potentially negative effects requires commitment from governments, civil society, and the business sector. However, we recognize that as a market

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leader with global operations, our potential impact, and therefore our responsibility, is great.From a social growth and economic development perspective, we acknowledge our impact and responsibilities throughout our value chain: in our sourcing, product design, manufacturing, employee well-being, business partnerships, recycling, community involvement, and communications. Through our product lifecycle we respond to various environmental needs. Through employee relations, supply-chain management, and consumer offerings we aim to have a positive social influence.Our overall response to our stakeholders is to produce high-quality, safe products while upholding the law, protecting the environment, and following sound best practices. It is an expectation we strive to meet.

NOKIA VALUESThe values of our company make us different. They provide a sense of direction for consistent behavior as employees and citizens of the world, and in our quest to be a great internet company. Through extensive employee engagement, Nokia has now created new values that reflect our business and changing environment. They act as a foundation for our evolving culture and are the basis of our operational mode. Living them every day is our shared philosophy. Achieving together is more than collaboration and partnership. As well as trust, it involves sharing, the right mind-set and working in formal and informal networks.

Passion for Innovation Passion for innovation is based on a desire we have to live our dreams, to find our courage and make the leap into the future through innovation in technology, ways of working and through understanding the world around us.Very Human

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Being Very Human encompasses what we offer customers, how we do business and the impact of our actions and behavior on people and the environment. It is about being very human in the world - making things simple, respecting and caring. In short, our desire is to be a very human company.

COMMITTEES OF BOARDS . The Personnel Committee The Personnel Committee consists of a minimum of three members of the Board who meet all applicable independence requirements of Finnish law and the rules of the stock exchanges where Nokia shares are listed, including NASDAQ OMX Helsinki and the New York Stock Exchange. Since April 23, 2009, the Personnel Committee consists of the following members of the Board: Per Karlsson (Chairman), Henning Kagermann, Marjorie Scardino and Keijo Suila. The primary purpose of the Personnel Committee is to oversee the personnel policies and practices of the company. It assists the Board in discharging its responsibilities relating to all compensation, including equity compensation, of the company’s executives and the terms of employment of the same. The Committee has overall responsibility for evaluating, resolving and making recommendations to the Board regarding (1) compensation of the company’s top executives and their employment conditions, (2) all equity-based plans, (3) incentive compensation plans, policies and programs of the company affecting executives and (4) other significant incentive plans. The Committee is responsible for overseeing compensation philosophy and principles and ensuring the above compensation programs are performance-based, properly motivate management, support overall corporate strategies and are aligned with shareholders’ interests. The Committee is responsible for the review of senior management development and succession plans.

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The Corporate Governance and Nomination Committee The Corporate Governance and Nomination Committee consists of three to five members of the Board who meet all applicable independence requirements of Finnish law and the rules of the stock exchanges where Nokia shares are listed, including NASDAQ OMX Helsinki and the New York Stock Exchange. Since April, 23, 2009, the Corporate Governance and Nomination Committee consists of the following three members of the Board: Marjorie Scardino (Chairman), Georg Ehrnrooth and Per Karlsson. The Corporate Governance and Nomination Committee’s purpose is (1) to prepare the proposals for the general meetings in respect of the composition of the Board and the director remuneration to be approved by the shareholders, and (2) to monitor issues and practices related to corporate governance and to propose necessary actions in respect thereof. The Committee fulfills its responsibilities by (i) actively identifying individuals qualified to become members of the Board, (ii) recommending to the shareholders the director nominees for election at the Annual General Meetings, (iii) monitoring significant developments in the law and practice of corporate governance and of the duties and responsibilities of directors of public companies, (iv) assisting the Board and each committee of the Board in its annual performance self-evaluations, including establishing criteria to be used in connection with such evaluations, and (v) developing and recommending to the Board and administering Nokia’s Corporate Governance Guidelines, and (vi) reviewing the company’s disclosure in the Corporate Governance Statement.

BOARD OF DIRECTORSNokia Board of Directors consists of the following eleven members: Georg Ehrnrooth, Lalita D. Gupte, Bengt Holmström, Henning Kagermann, Olli-Pekka Kallasvuo, Per Karlsson, Isabel Marey-Semper, Jorma Ollila, Marjorie Scardino, Risto Siilasmaa and Keijo Suila.

Chairman33

Jorma Ollila

Vice ChairmanDame Marjorie ScardinoGeorg Ehrnrooth Lalita D. Gupte Dr. Bengt Holmström Dr. Henning Kagermann Olli-Pekka Kallasvuo Per Karlsson Isabel Marey-Semper Risto Siilasmaa Keijo Suila The operations of the company are managed under the direction of the Board of Directors, within the framework set by the Finnish Companies Act, Nokia’s Articles of Association as well as any complementary rules of procedure as defined by the Board, such as the Corporate Governance Guidelines and related Board Committee charters.

The responsibilities of the Board of Directors The Board represents and is accountable to the shareholders of the company. The Board’s responsibilities are active, not passive, and include the responsibility regularly to evaluate the strategic direction of the company, management policies and the effectiveness with which management implements them, and assesses the overall risk of the company. The Board’s responsibilities further include overseeing the structure and composition of the company’s top management and monitoring legal compliance and the management of risks related to the company’s operations. In doing so the Board may set annual ranges and/or individual limits for capital expenditures, investments and divestitures and financial commitments not to be exceeded without Board approval.The Board has the responsibility for appointing and discharging the Chief Executive Officer and the other members of the Group Executive Board.

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The Chief Executive Officer also acts as President, and his rights and responsibilities include those allotted to the President under Finnish law. Subject to the requirements of Finnish law, the independent directors of the Board confirm the compensation and the employment conditions of the Chief Executive Officer upon the recommendation of the Personnel Committee. The compensation and employment conditions of the other members of the Group Executive Board are approved by the Personnel Committee upon the recommendation of the Chief Executive Officer. The basic responsibility of the members of the Board is to act in good faith and with due care so as to exercise their business judgment on an informed basis in what they reasonably and honestly believe to be the best interests of the company and its shareholders. In discharging that obligation, the directors must inform themselves of all relevant information reasonably available to them. The Board and each Committee also have the power to hire independent legal, financial or other advisors as they deem necessary. The Board conducts annual performance self-evaluations, which also include evaluations of the Committees’ work, the results of which are discussed by the Board.

Election, composition and meetings of the Board of DirectorsPursuant to the articles of association, Nokia Corporation has a Board of Directors composed of a minimum of seven and a maximum of twelve members. The members of the Board are elected for a term of one year at each Annual General Meeting, i.e., from the close of that Annual General Meeting until the close of the following Annual General Meeting, which convenes each year by June 30. The Annual General Meeting held on April 23, 2009 elected eleven members to the Board of Directors.

Subject to the requirements of Finnish law, the independent directors of the Board elect the Chairman and the Vice Chairman from among the Board members for a one-year term. On April 23, 2009, the Board resolved that

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Jorma Ollila should continue to act as Chairman and that Marjorie Scardino shall act as Vice Chairman of the Board. The Board also appoints the members and the chairpersons for its Committees from among its non-executive, independent members for a one-year term.

Building social networksPersonal communication is perhaps the most obvious benefit of mobile communication, with the mobile phone being used to build and maintain relationships in increasingly diverse ways: between friends, children and parents, for people seeking help, and for communities which have not previously had widespread access to telephony. The mobile phone gives people a voice.

Making access to information easierMobile devices link people to a wealth of information, conveying news constantly, not statically, as it happens, both at home and abroad. These devices combine a variety of information sources, providing larger, richer images at the push of a button.Stimulating economiesHealthy companies, which effectively communicate, engage, and respond to information, promote healthy economies. Mobile communication assists the overall efficiency of companies, both large and small. Many new service concepts have risen around mobility in both the public and private sectors, such as those based on SMS.Responsibility towards natureMinimizing the use of raw materials and energy not only in our day to day operations but also as a lifestyle concept is a key element of our environmental plan.

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OBJECTIVE OF STUDY

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OBJECTIVE OF STUDY

The purpose of research is to discover answers to questions through the application of the scientific procedures the main aim is to find out the truth which is hidden and which is not been discovered yet . Our main objective is to find out the problems which are the main barriers in the promotion of NOKIA in NCR market. Our others objective are:

To find out the sources of promotion in NCR/Delhi market. To find out perception of NCR/Delhi people about NOKIA brand To locate the potential NCR/Delhi market for NOKIA To Study about Nokia and its product. To study Advertisement and Sales Promotion activities adopted by

Nokia A study of present & potential various market of NOKIA HAND

SET.

The research program is designed for the promotion of NOKIA in NCR/Delhi area and overcome the main barriers for brand in market of NCR/Delhi , the work which is being done for this is described as fallows .To find out the areas where perception is positive and where is negative ; initially we see that how many areas are positive and how many are

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negative responded . Problem faced in the market because they are in the in the direct contact of consumer and know their liking and disliking in a better way, Problems and their solution in NCR/Delhi market ; ultimately we have to increase the sale of Nokia in this areas for this it is mandatory to remove the problems like consumer awareness . These problems could be find out by doing survey of that particular area .

Research Methodology

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on specific topic. In fact research is an art of scientific topic. Some people consider research as a movement, a movement from the known to unknown. Research is an academic activity and as such the term should be used in a technical sense. Research comprises defining and redefining problems, formulating hypothesis or suggested solutions ; collecting ,organizing and evaluating data making deduction and reaching conclusion ; and at last care fully testing the conclusion to determine whether they fit the formulating hypothesis . social science define the research as the manipulation of things , concepts or symbol s for purpose of generalization to extend ,correct or verify the knowledge aids in construction of theory or in the practice of an art .research is thus an original contribution to t existing stock of know ledge making for its advancement . The systematic approach concerning generalization and the formulation of the theory is also research.

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Defining The Problem:

Quite often we all here that problem half solved. This statement signifies the need research problem properly is a perquisite for any study and is a step of highest important. In fact formulation of problem is mire essential than its solution. In Brand Positioning by NOKIA our main problem is how to create the brand image of NOKIA in NCR/Delhi areas and strengths the roots of NOKIA Company in the industry. A part from this we have it cores the national capital region in a peoples way in terms of approach.

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Objective Of Research:

Our main objective is to find out the problems, which are the main barriers in the promotion of NOKIA in NCR/Delhi market. Our others objective are:

To find out the sources of promotion for NCR/Delhi market. To find out the Brand perception on people. To locate the potential market for NOKIA. To Study about Nokia and its product. To study Advertisement and Sales Promotion activities adopted by

Nokia A study of present & potential various market of NOKIA HAND

SET.

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RESEARCH DESIGN

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Research Design

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure. Here we have used descriptive research design. Since the aim is to obtain complete and accurate information in the said studies.

The process had to be started from the grass root level and it was very important to understand the market for this IT product, which is very fast in production, distribution and consumption.

The entire process was more of a Descriptive Research type and incorporated a formal study of the specific problems faced by most IT companies an exploring the opportunities in the untapped market. The survey was conducted on the basis of NOKIA’s product preference and evaluation of sales forecast in the new and underdeveloped market including the evaluation of the advertising and promotional measures. The data collected had to be systematically arranged, analyzed and reported in a form congenial to take on the spot decisions

The entire set of various segments in the population comprises all the retail store and outlets each retail store in the sampling frame constitute the sampling unit in brief we can say overall sampling is based on 100 people. Sampling Design

A sample design is a definite plan for obtaining a sample from a given population. If it refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well lay down the no of items to be included in the sample. The researcher must prepare the sample design which should be reliable for research study.

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Universe The universe is finite universe where number of items is finite in the given problem the universe is infinite and whole NCR/Delhi area of NCR/Delhi.

Sampling unit Decision is taken after concerning the sampling unit, sampling unit may be a geographical one such as state district village etc or a construction unit such as house flat or it may be a social unit a club or school. Here selected sampling unit for study is outlet of NOKIA.Source listIt contains all the items of universe in case of infinite universe it is also known as sampling frame.Size Of Sample It refers to the no. of items selected from the universe to constitute a sample. The size of sample is 100 people of NCR/Delhi.Collections Of Primary DataThe task of data collection begins after a research problem has been defined and research plan chalked out. The primary data are those which are collected a fresh and for the first time and thus happen to be original in character.

We collect the primary data during the course of doing experiments. In given problem the descriptive research is used so we can obtain primary data either through observation or through direct communication with respondent or through personal interviews.

For collecting primary data we used observation method, interview method and interview through questionnaire.

Fieldwork44

The entire project was divided into five phases and each phase had its individual significance and supplemented each other.The four phases into which the project was divided were:

1. Retail Tracking2. Each Distributor survey3. Each SD survey

4. Analysis of finding and observations

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THEORETICAL CONCEPTS

46

THEORETICAL CONCEPTS

BrandingBranding is a major issue in product strategy. As Russell Hanlin, the CEO of Sunkist Grower, observed : ”An orange is an orange………is an orange. Unless……that orange happens to be Sunkist, a name80% of consumers know and trust. ”well-known brands command a price premium. Japanese companies such as Sony and Toyota have built a huge brand loyal-market. At the same time, developing a branded product requires a great deal of long-term investment, especially for advertising, promotion, and packaging.

What is a brand? Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Thus a brand identifies the seller or maker. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuity. Brands differ from other assets such as patents and copyrights, which have expiration dates.

A Brand is a complex symbol that can convey up to six levels of meaning.

1. Attributes : A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles.

2. Benefits : Attributes must be translated into functional and emotional benefits. The attribute “durable” could translate into the functional benefit.

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”I won’t have to buy another car for several years.” The attribute “expensive” translates into the emotional benefit “The car makes me feel important and admired.”

3. Values : The brand also says something about the producer’s values. Mercedes stands for high performance, safety, and prestige.

4. Culture : The brand may represent a certain culture. The Mercedes represents German Culture organized, efficient, high quality.

5. Personality : The brand can research project a certain personality. Mercedes may suggest a no-nonsense boss (person), a reigning lion (animal ),or an austere palace(object).

6. User : The brand suggests the kind of consumer who buys or uses the product. We would expect to see a 55-year-old top executive behind the wheel of Mercedes, not a 20-year old secretary.

Companies need to research the position their brand occupies in the customer’s minds. According to Kevin Keller, “ What distinguishes a brand from its unbranded commodity counterparts is the consumer perceptions and feelings about the product’s attributes and how they perform. Ultimately, a brand resides in the mind of the Consumers”.

Importance of a Brand

As we know brand plays a very important role in leaving the image of its product in the mindset of the consumer and some of the important points about brand importance are as follows:-

1. It helps in recognizing the product in unique manner or it distinguishes the product from others.

2. It helps consumer to search or to remember the product which he wants in a very easy and quick manner.

3. It helps in creating the personality or image in the eyes of the consumer regarding the product.

4. It helps in conveying the values regarding the product.

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5. It helps in suggesting the kind of consumer who buys or uses the product.

Steps in Brand Creation

There are certain steps which need to be followed while creating the brand and the steps are as follows:-

1. Companies should clarify the corporation’s basic values and build the corporate brand.

2. Companies should use managers to carry out the tactical work, but the brand’s ultimate success will depend on everyone in the company accepting and living the brand’s value proposition.

3. Companies then need to develop a more comprehensive brand building plan to create positive customer experiences at every touchpoint -- events, seminars, news, telephones, e-mail, and person to person contact.

4. Then they need to define the brand’s basic essence to be delivered wherever it is sold. Local executions can be varied as long as they deliver the feel of the brand.

5. Then they must use the brand- value proposition as the key driver of the company’s strategy operations, services, and product development.

6. Companies then measure their brand building effectiveness not by the old measures of awareness, recognition and recall, but by more comprehensive set of measures including customer perceived value, customer satisfaction, customer share of wallet, customer retention and customer advocacy

Brand PerceptionsPerceptions of brands in the same category are not necessarily equal. We can have a richer and more complicated set of associations for “Pepsi” than we do for “Cott" or “Mitsubishi". A richer set of associations can increase the

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ease with which we recall a brand, affect our feelings towards it (increasing trust or confidence, for instance) and affect our price sensitivity. It is hard to justify a price premium for a brand about which we know little. And, also, even brands with the same associations can be perceived differently because the vividness of those associations differs. Both Levi's and Lee jeans are “American", rugged, associated with American West, and are similarly designed and priced. Yet perceptions of Levi's are likely to be more powerful and more vivid. These differences are the results of brand strategy. The process of acquiring brand perceptions have important implications for the marketing concept and for the nature of competition. If consumers know what they want, then they establish the perceptual dimensions along which they perceive brands and all brands are subject to them. On the other hand, if the buyer perceptions are learned and if that learning depends on the strategies of brands, then marketing has a completely different objective: to influence the evolution of perceptions in a way that competitors cannot effectively imitate. The aim is to create vast inequalities- in the richness of perception - between a brand and its competitors.Brand Preferences Buyers may sample a number of brands, liking some more than the others. This experience triggers the process of consumer inference: “what are the characteristics of the ones I like and one I like not." Obvious differences in brands or attributes are assumed to be the “cause" of such differences. It may be concluded that one has preference for a brand or some combination of attributes. If you prefer Starbucks coffee to other brands, you might judge that you do so because of the darker roast and particular blend of beans. In reality, of course, the source of a satisfactory outcome can never be precisely determined. Nevertheless, buyers form a naïve theory relating brand features to satisfaction which is reinforced by advertising and repeat purchase. In the process, preferences are formed and evolved, based on the interaction of buyer experience and brand strategy. This suggests that what customers want depends on what customers have experienced. Brand strategy plays a defining role in this evolution and can have enduring consequences.

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Decision making Buyers learn how to choose brands. The conventional view is that buyers consider all the alternatives, evaluate the differences - making the necessary trade-offs - and ultimately choose the brand that maximizes self-interest. In fact, people make decisions in many ways, responding to the situation and the need. We draw on a repertoire of decision rules. In purchasing a battery we use a very different decision process that we would in buying jeans. In case of buying a battery, we only consider brands we have tried or, at least, our acquaintances have and put aside lower-priced alternatives as too risky. In the case of jeans, we may compare all the brands to Levi's, not one to each other. The decision rules buyers learn depend on the strategies brands pursue. If all brands deliver value with respect to the same goals and comparisons between brands are easy, buyers may simply exhaustively compare alternatives. In more complex situations, buyers may resort to simplify matters by using simpler decision rules. They may buy the one on special offer or the one recommended by a friend. Competitive advantage Consumer learning has got profound implications for the nature of competition and competitive advantage. If buyers learn what they want, competition is less a race to meet consumer needs than a battle over how perceptions, preferences and decision-making will evolve in a market. It is a battle over the rules of the game. And following are the ways to gain competitive advantage on others:

Pioneering advantage in many markets, the pioneer or the first entrant outsells the others in its category, in some cases for decades. Brands like Wrigley chewing gum, Gerber baby food and Kleenex tissues have retained the largest shares of their markets despite numerous competitive entries. The traditional view of the marketing concept suggests that pioneers have higher shares because they have pre-empted the best position in the market leaving less attractive positions for later entrants.

Changing rules: Where to be marketing headed?As the marketplaces are changing at an accelerating pace and corporate boundaries are blurring, companies are striving hard to access quick and reliable intelligence about their customers, competitors, distributors and

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products. Marketing, which will continue to remain the key to company adaptability and profitability even in the new millennium, will have a mutated look in the future years, opines Philip Kotler, the distinguished Professor of International Marketing. And, as suggested by him, the major developments in the evolving marketplace/market space will be as follows:

There will be a substantial disintermediation of wholesalers and retailers owing to electronic commerce. Virtually all products will be available without going to the shop. The buyer will be able to access pictures of any product on the Net, get the much-needed information, shop online for the best prices and terms and click order and payment over the Internet. Expensively printed catalogues will disappear from market. Business purchasing agents will also shop on the Net, either advertising and waiting for bidders or simply surfing in their “book-marked" websites.* Shop-based retailers will find the numbers of buyers dramatically diminished. In order to combat this, more entrepreneurial retailers will build entertainment and theatre into their shops. Shops selling books, food and clothes will also have coffee bars, for instance. The sellers will crave to market an “experience" rather than an assorted product.* Companies will build proprietary customer databases containing rich information on individual customer preferences and requirements that they might use to mass-customize their offerings to their buyers.

Business will be able to retain customers through finding imaginative ways to exceed customer expectations. Thus the rivals will find it increasingly difficult to acquire new customers and most of the organizations will spend time figuring out how to sell more products and services to their existing customers. Companies will focus on building customer share rather than market share.* Organizations will persuade their accounting departments to generate real numbers on profitability by individual customer, product and channel and will soon come up with reward packages and incentives for their more profitable customers. * Companies will switch from a transaction perspective to a customer loyalty-building perspective. Many will move to customer lifetime supply

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whereby they will offer to deliver a regularly consumed product on a regular basis at a lower price per unit. They can afford to make less profit on each sale because of the long-term purchase contract.* Most of the companies will outsource over 60 percent of their activities and requirements. A few will outsource 100 percent, making themselves virtual companies owning over very few assets and therefore earning extraordinary rates of return.* Many sales people will be franchisees rather than company employees. The organization will equip them with the latest sales automation tools, enabling them to develop individualized multimedia presentation and customized market offerings and contracts. Buyers will prefer to meet salespeople on their computer screen rather than in their office. They shall interact with each other on their computer screens in real time. Sales people will have less of traveling and airlines will shrink.* Mass TV advertising will greatly diminish due to several viewing channels. There will be very few printed newspapers and magazines. On the other hand, marketers will reach their target markets more effectively by advertising through specialized online magazines and news-groups.* Companies will be unable to sustain competitive advantages. Their rivals will be quick to copy an advantage through benchmarking, reverse engineering and leapfrogging. Firms will believe that their only sustainable advantage lies in an ability to learn faster and change faster.Hence, according to the marketing Guru, the global marketplace will evolve at an unthinkable pace. And the key to competitive success will be to keep ones marketing changing as fast as ones marketplace.Changing rules: the evolving concept of marketingHounded by nerve-wrecking competition and increasing awareness and sensitivity of the buyers, the corporate players are yearning to get close to the buyers. To woo them better the organizations are going to any extent by initiating/resuming dialogue with customers by scrutinizing market research, by coming up with new ideas to add value to their products, by bolstering customer relationships and by adopting innovative measures to speed products to market. All these abide by the classic definition of the marketing

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concept: Giving customers what they want. While their benefits have surely been enormous, this race to embrace the marketing concept has given rise to some unanticipated consequences. In many a case the competitors are conversing with the same customers, analyzing similar market research data, trying to come up with new ideas from the same sources and benchmarking the same companies. Thus they are approaching market with the same perspective and are offering products that, while offering high value, are completely indistinguishable. This lack of differentiation presents an important challenge to the concept of marketing. Ergo, the concept of marketing itself is evolving.The core assumption of the current view of marketing that is all about “giving customers what they want" is that the buyers know what they want. The evolving marketing concept is challenging this view. Increasingly strategies are been framed on the assumption that, at least at the very start, the customers do not know what they want. On the contrary, they learn to want and to aspire. Under the conventional view of customers, how they perceive, value and select brands are the “essential rules of the game". The rules of the game ought to evolve as buyers learn. The evolution depends on what the sellers teach the buyers to ask for. For instance, Motorola, Nokia and Ericsson are shaping buyer perceptions of cellular phones. Thus brand strategies play a pronounced role in defining the rules of the game.The emerging concept suggests that marketing is part learning - gaining an understanding of what buyers know now and of the process of buyer learning - and part teaching - playing a role in the buyer learning process. It is about being market driven and market-driving.Consumer learningAt the root of much consumer learning are the goals that motivate. Over time, the goals associated with product categories and brands grow from a simple set of functionally oriented goods to a more elaborate set of functionally and emotionally oriented goals. The goals associated with brands differ from brand to brand in the same category. For instance, among sport-utility brands, Mercedes-Benz provides safety and prestige, Range Rover enables its owners to portray themselves as refined individuals who

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are sensitive to tradition and Lexus provides peace of mind and a more modern, smart self-image. Thus links between brands and goals are nurtured over time. And these brand-goal links are fundamental results of consumer learning. The concept of brand-goal links has important competitive implications. The conventional view is that the customer compares brands along only one dimension, making comparisons across brands simple. In formal economic terms, the consumers seek a single goal-utility.

The emerging view is that buyers seek many different goals and that within the same category some brands can be linked with multiple goals in unique combination. Volvo has, for example, successfully linked both “be a responsible parent" and “add excitement to life" to the Volvo brand through its new V70 station wagons, which combine a high performance engine, suitable racing, with a family car, blurring the age-old distinction between a family car and a sports car. By successfully linking these goals - along with the “safety" so long associated with the brand - Volvo has defined the brand as delivering value that none other can. Brand-goal links such as these built through strategy and learned by consumers prove themselves to be unique.

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DATA PRESENTATION

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DATA PRESENTATION

Competitive Analysis On the basis of the Questionnaire

Q1. Do you have Mobile phone?

Yes 85No 15

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0102030405060708090

YesNo

Q2. Which is the most popular Brand?

26%

32%

18%

9%

15%

Nokia SamsungHTCSONYOthers…

Q3. Have you ever purchased Nokia handset?

58

Yes 70%No 30%

010203040506070

YesNo

Q4. What are the qualities you look for in a Mobile Phone?

59

Percentage in favour

20%

25%10%20%

20% 5%

STYLE

DESIGN

BRAND

PRICE

TECHNOLOGY

POPULARITY

Q5. Among the following of latest Nokia handsets, which all have you heard about and you want to purchase?

12%

21%

18%27%

22%

Nokia XNokia XLLumia 920Lumia 1020Lumia 535

Q6. Rank the following models of Nokia handsets in order of your preference for personal use?

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Nokia X 4Nokia XL 2Lumia 920 5Lumia 1020 3Lumia 535 1

Q7. What is the reason behind your preference for the above particular Handset?

21%

32%24%

12%11%

PriceQualityTechnologyDesignStyle

Q8. Which is the most popular market player according to you?61

26%

32%

18%

9%

15%

Nokia SamsungHTCSONYOthers…

Q9. What is the reason behind your preference for the above particular Market player? (You can tick more than one option also)

25%

31%20%

16% 8%

AdvertisingQuality AssurancePrice AffordifilityResale ValueWarranty period

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Q10. For how long you are using your handset?

45%

37%

18%

Less then 6 monthsMore then 6 months, less then 1 yearMore then 1 year

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DATA ANALYSIS

DATA ANALYSIS Market leaders

A paradoxical situation prevails in the fledgling cellular mobile services industry in India. On the one hand, the service providers have collectively brushed aside negative growth of the past two-three years and are quite gung-ho about prospects. Their combined subscriber base has crossed the 2.5 million mark last month and despite threat of local competition from government-controlled players like MTNL, these service providers are a happy lot. One would automatically expect the handset providers to be on

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Cloud Nine. Things could not have been better for these global players as an Indian competition is yet to emerge in their territory and every time a mobile service provider lands a customer, they should benefit too. Curiously, the euphoria seems to have bypassed them!

Be it the rugged Motorola, the sleek Nokia, the sturdy Siemens or the highly sophisticated Ericsson, a pall of gloom seems to have enveloped all these giants in the competitive mobile handset industry. Make no mistake. It is the large and unruly grey market that has wiped away the smile from their faces at a time when the cellular service industry has already gotten on to the high growth expressway. Says Ranjitjeev Singh, Director (Consumer Products) at Ericsson India Limited: "Indian subsidiaries of the global cellular handset brands are finding it difficult to improve their sales. We have no real estimate of the grey market and are in no position to plan ahead because of this."

He is dead right. It is almost impossible to measure the share that the grey market takes way from the cellular handset makers. Singh hazards a safe guess to peg it anywhere in the region of 65 to 70%. Naturally the Indian subsidiaries of Ericsson, Nokia, Motorola and a host of other manufacturers are left scrambling for a nibble of the already shrunken cake. The overbearing presence of the grey market has another interesting facet. It has unleashed a price war where, at the end of the day, the losers and the gainers are one and the same company. Sounds illogical, isn’t it?

Well, if one were to be aware of the skewed import policies that the government puts in place, one wouldn’t be surprised at the above statement. Currently, the price was is not between rival brands, but between Ericsson and Ericsson, Nokia and Nokia, Motorola and Motorola, Siemens and Siemens and Samsung and Samsung. While the Indian subsidiaries of these transnational companies watch helplessly, their parents make hay on the strength of highly competitive pricing which is, as compared to the

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products available through the Indian subsidiaries, at least 30 per cent cheaper, says Head of Marketing, Motorola India Ltd.

The plain fact behind the price differential is that while Indian subsidiaries are subjected to an accumulated import duty of 26-28 per cent, hiking the price of handsets in that proportion, their parents are exempt. The mobile handsets from foreign shores are smuggled into the country by grey market operators.  The impact of this grey market operation is huge. Frustration has come to stay for the Indian managers of these global brands.  Queries about the current scenario solicit the predictable volley of accusations against the government's import policy. By imposing a high import duty whom is the government protecting? The handsets are neither manufactured nor assembled in India.

In fact, government is caught in its own web. Since high tariff level has resulted in large scale smuggling of handsets, the government loses almost 70 per cent of the revenue it would have collected. By a logical extension, a lower tariff would not only enable the Indian companies combat the grey market, it would also increase revenues. The recent 5% reduction in basic import duty on handsets is indicative that realization has dawned. However, in the current market matrix this tariff cut remains a futile exercise as the grey market continues to be cheaper by almost 30%.

But then, skewed policies seem to characterize the Indian government. Barely a year ago the government demonstrated its strange ways by withdrawing duty exemption on import of wireless-in-local loop (WLL) to "protect the domestic industry", in full awareness that there was none to protect. The government’s frequency allocation policy too adds to market inefficiencies. In the developed economies, service providers are allowed to operate on two, even three frequency bands – 900 MHz, 1800 MHz and 2700 MHz - whereas in India only the 900 Hz frequency band is available to operators. As a consequence, the handset vendors worldwide have phased out single band handsets in favor of dual and treble band phones.

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The technological backwardness has proved to be a boon for grey market operators who smuggle the discarded handsets and dump them in India at a throwaway price, ranging from Rs.3500 to Rs.5000.

If government is aiding grey market by creating inefficiencies in the marketplace, the service operators are not far behind either. They themselves restrict the proliferation and popularity of handsets by refusing to pass on the benefits of falling operational costs to the customer. Obsessed as they are with the ‘business class’, the service providers have stubbornly maintained high tariff levels.  Though after switching over to revenue share, the cost of providing a mobile connection has fallen to 1/5th of that of a landline connection, the airtime charges for cell phone users remain 12 times higher as compared to fixed phone users. In the past, high license fees justified high airtime rates. At present, the metro cellular operators need not bring down rates as their networks can hardly accommodate more customers. But since the high end user business class is anyway hooked to cell phones, investment in network expansion is not a priority for most of the operators.

The average middle classes have, as a result, kept away from cell phones. The loser again is the handset vendor. ''If the turnover increases, the cost gets amortized over a period of time. In that case we can afford to lower the prices and still maintain the profit levels", says Ranjitjeev Singh. That, in turn, will help them compete with the grey market, albeit from a disadvantaged position.

That scenario appearing remote, the handset vendors have embarked on other marketing strategies. The buzzwords of this strategy are ‘replacement’ and ‘segmentation’ of the handset market. "The point is to outwit the grey market operators by offering tailor-made handsets to each customer segment," says Ajay Sachdev. At the user level the market is maturing fast. Clear segments of users are emerging which are differentiated on the basis of tariff, service or handset types.

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Nokia was the first to recognize this segmentation. Subsequently, the company launched a plethora of feature-rich handsets. The strategy was to tap the replacement market. People were fed up with black and grey handsets. They wanted something new. Nokia made this newness visible by introducing many colors as well as shapes. As a result it was able to corner almost 90 per cent of the replacement market, which typically accounts for 15 per cent of the total subscriber base in the country. In the process, it not only beat the grey market, it beat every other vendor by cornering over 30 per cent of the market share. Though it has launched handsets for other segments as well, Nokia continues to focus on entry-level and mid-level customers, which according to its head of marketing and strategy, Sanjeev Sharma, are the fastest growing segments.

Ericsson, on its part, was focused more on the technology or on what was inside the handsets, and so lost its No. 1 position to Nokia by the end of 1997.  The company has now woken up to the new mantra. According to Singh, Ericsson's strategy revolves around ART where A signifies first-time users, R stands for techno-savvy users who want to replace their handsets with feature-rich colorful ones and T denotes style-lovers. In keeping with this strategy Ericsson has launched A1018, R320, R190, T28 and T10.  Ericsson is also banking on ever reducing lifecycle of handsets. As Singh says, the average lifecycle of a handset has already come down to 7-8 months. With simultaneous global launches and competitive pricing becoming the order of the day, the grey market will have problems with ever more finicky customers.

Similarly, as a result of a global study commissioned by Motorola, the company has concluded that there are four broad segments - (1) the techno-savvy, who like to be at the cutting edge of technology and so want features like e-mail and WAP on the handset, (2) the productivity-focused, normally onto their second phone, who like features such as stock-market quotes on the cell phone, (3) the people focused on style and glamour, the status-conscious who flaunt their handsets as if they were fashion accessories and

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(4) the security-conscious, who would have a cell phone to know if the kids and the wife are okay. Motorola also plans to appoint dealers in crucial cities.  This is aimed to help the service retailers keep well stacked with handsets, so that customers no longer complain about the scarcity of their favorite model.

Hopefully, the handset vendors will be able to outwit the grey market. Whether they can marginalize it for good, in spite of the government and the smug service-providers, still remains to be seen. Till such time, the bells will continue to toll for the grey market.

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FINDINGS OF STUDY

FINDINGS OF STUDY

The world of parity has hit the mobile phone market just as it has many other technology product categories. The products range from the simple to the complex, but every manufacturer offers, of course, the latest features. Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable, with Nokia, Motorola, and Ericsson fighting it out at the top and several less successful brands like Samsung,

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Philips, Siemens and Panasonic trying hard to make inroads into their top competitors' market share. So what makes the difference between the most successful and less successful brands? It certainly is not what product features are offered. How, then, do consumers choose? The answer seems to be what the brand names mean to them.Nokia Group the Finland-based manufacturer of mobile phones, has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the number one brand in many markets around the world, effectively dislodging Motorola from that position. The brand has been built using the principles described above, and has been consistently well managed across all markets. Nokia has succeeded in lending personality to its products, without even giving them names. In other words, it has not created any sub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Only numeric descriptors are used for the products, which do not even appear on the product they. Such is the strength of the corporate brand. Nokia has succeeded where other big brand names have so far failed, chiefly by putting across the human face technology-taking and dominating the emotional high ground. It has done so in the following way.

Nokia Brand Image

Nokia has detailed many personality characteristics for its brand, but employees do not have to remember every characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when thinking about someone you have met. As the focus is on customer relationships, the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brand personality carries over into the positioning strategy for the brand.

Nokia Brand Positioning71

When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technolgy enables you to get more out of life"

In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of aspiration, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself.

Nokia Product Design

Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. The large display screen, for example, is the "face" of the

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phone. Nokia designers describe it as the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the slogan, "human technology."

Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from its competitiors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the world's most valuable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola. Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all of which revolve around what consumers want.

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CONCLUSION

CONCLUSION

As per the research work done by me I concluded that Cell phone industry is growing with a very great pace and has a very remarkable prospect in future. Nokia is leading player in the cellular industry and is very much ahead from its competitors like Motorola, Samsung, HTC, and Sony who are still trying to compete with it.

In any markets there are market leaders and followers, and in most cases market leaders lose market share to followers, for many reasons such as

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pricing, availability, "user-friendliness", relevance to the target audience etc. It's inevitable. Can Nokia be beaten? On one hand, it is up to Nokia's marketing department, and its agencies. So far the brand has established itself well in many markets, and consumers have identified with what the brand has to offer. But that does not mean they cannot lose the brand battle. To remain at the front of the pack, one must constantly be innovative, the minute you lose that edge competitors will definitely overtake.

On the other hand it also depends on the competitors. How far are they willing to stretch? Are they willing to take Nokia head-on? How? What will the outcome be? For the same reason that Nokia has managed to gain market share and be ranked number 6 in the Global Brand Scoreboard, certainly someone else can do the same? 

Nokia is a very creative designer. How could it be beat if the creator is so creative -- unless the competitors could find Nokia threats and weaknesses In market, it can be seen that most of the young generation, even the medium-age people, like to use Nokia as it is user-friendly, with a lot of features that the young generation likes. But in the future I could not think of Nokia's performance as IT is unpredictable. If we could predict 100% of what will happen, then there will be no challenges in the future. Can Nokia be beat? This is a good question that could not be answered precisely. It only depends on what humans think of and what they expect.

In short it looks very difficult for every competitor to get the same position which Nokia is currently prevailing with in the market so it is concluded that it will be hard to defeat Nokia at present and in near future in terms of market share.

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RECOMMEN-

DATIONS

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RECOMMENDATIONS

1. Company should invest money on advertising through media, Internet and personal selling to promote the products, to increase awareness in the market.

2. Holdings on outlets and publication in the prominent magazines help in increasing its awareness among the consumer to evoke the demand of their brand.

3. Policy of replacing problem arising sets should be done timely and the retailer should be accommodated immediately.

4. More attention and concern should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well.

5. Allurement and discount schemes should be given to the highest selling outlets of NOKIA and the chain should reach to the consumer as well.

6. More glow sign and broad should be installed.7. Contests sweep stakes and games should be arranged on regular basis

for the consumer involving incentives and prizes.8. The sales executive should go to each outlet of their route once in a

week and try to cover outlet that are in a distributor network.9. The net and free sample scheme should be the same for net every

retailers by the company.10.Some credit facilities should be given to good sales providing outlets.11.The company should try to influence the wholesalers of NOKIA in the

city offering more profitable scheme and confidence building measures. In metropolitan areas.

12.Company should make proper schedule or particular days for hearing the complaints of their customer and retailers.

13. No of outlets and service centers should be open.

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QUESTION- NAIRE

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QUESTIONNAIRE

Name:…………………………………………………………………

Age:……………………………………………………………………

Address:………………………………………………………………

Contact No.…………………………………………………..……….

1. Do you have Mobile Phone?A. YesB. No

2. Which all brands of Mobile Phones have you heard about? A. Nokia B. Samsung C. Sony D. HTC E. LG F. Others……………………………

3. Have you ever purchased Nokia Handset? A. Yes B. No

4. Among the following of latest Nokia handsets, which all have you heard about? (You can tick more than option also)

A. Nokia X B. Nokia XL

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C. Lumia 920 D. Lumia 1020

E. Lumia 5355. Rank the following models of Nokia handsets in order of your

preference for personal use.A. Nokia X

B. Nokia XL C. Lumia 920

D. Lumia 1020

6. What is the reason behind your preference for the above particular Handset?(You can tick more than one option also)A. PriceB. QualityC. TechnologyE. DesignF. Style

7. Which is the most popular market player according to you? A. Nokia B. Samsung C. HTC D. Sony E. Others

8. What is the reason behind your preference for the above particular Market player? (You can tick more than one option also)

A. Advertising B. Quality Assurance C. Price affordability D. Resale value E. Warranty period

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9. For how long you are using your handset?

A. Less than 6 months B. More than 6 but less than 1year

C. More than 1 year

10. What do you think about Nokia in comparison to other players in the market?

Comments……………………………………………………………………

……………………………………………………………………………

BIBLIOGRAPHY

Books Referred: 82

1. Kothari C. R. Research Methodology Methods and TechniquesNew Delhi, Wishwa Prakashan

2. Philip Kotler Marketing Management Patparganj - New Delhi, Pearson Education

Magazines

Business world magazine, Janurary 2015

India Today magazine, January 2015

Economic times, December 2014

Business Today “ Depression In landline phone Sector” Page 25 March 2011.

Websites:

www.nokia.com

www.cellphoneshop.net

www.cellularfactory.com

www.cellphones.about.com

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www.yahoo.com

www.google.com

JOURNALS: Indian Journal of Marketing – Volume xxxiv Oct 2006

IBAT Journal of Management – Volume III Number 1 Jan 2007.

Journal of Indian Management & Strategy – Volume 20, No.3, July, September 2007.

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