TABLE OF COTETS

Sr. No. Topics Page No.

1. Chapter – I
Introduction 7
Objectives of the study 8
Scope of study 9
Research Methodology 10
Data collection 11
Limitation of the study 11

2. Chapter – II
Review of Literature 12*14

3. Chapter – III
Executive Summary 16
Profile of the Company 17*28
Main Business & Procedures 28*44
Analysis with Graphical Representation 45*50

4. Chapter – IV
Conclusion
Inferences 52*53
Observations & findings 54
SWOT Analysis of company 55*57
Recommendations for applications 58*60

5. Chapter – V
Bibliography 61
Questionnaire 63*64

Institute Of Business Studies & Research Pune (Satish P.Goyal) Page 6

 CHAPTER – 1

INTRODUCTION

Institute Of Business Studies & Research Pune (Satish P.Goyal) Page 7

 Objective of Study

Primary objective

• The primary objective of the project was to enhance the consumptions the Nokia

products .

• Encourage the retailers of the Pune city. .

Secondary Objective

• The whole process of doing the project is to know why the market share of nokia

handsets slipping or coming down.

• To know the consumer preferences and choices.

• To know the potential of the market and expand into new markets and business.

• To study consumer behavior and increase market share and create distance from

competition.
 Scope of Study

• Nokia is already well establish in the market, but there are lots of others things that

has to be understand as a Sales Assistant.

• First the main thing I have learned how the supply chain process affect sales.

• The intensity of competition in the mobile communications industry and our ability

to maintain or improve our market position or respond successfully to changes in the

competitive landscape.

• Our ability to manage efficiently our logistics, as well as to ensure the quality,

safety, security and timely delivery of our products, services and solutions.

• I have worked as a Sales Assistant ,during the project I come to know that customers

are too price conscious they want a quality product in less amount.

• I have learned about consumer behavior how they respond in practical life.

Consumers always looks for better value proposition, they always compare the

benefits of one company to others.

 RESEARCH METHODOLOGY

Research methodology is a systematic way to solve the research problems,It refers to search

for knowledge , a scientific and systematic search for information.

Marketing research is the systematic design , collection, analysis and reporting of data and

finding relevant to a specific marketing design, collection, analysis and reporting of data

and finding relevant to a specific marketing situation facing the company.

Objectives of Research

Primary objective

• To understand the problem thoroughly.

• Rephrasing the same into meaningful terms from an analytical

point of view.

Secondary objective

• To fill the gap in knowledge.

• To resolve contradictory finding.

• To test the theoretical prediction

 Data collection

Data collection means collections of information, facts or figures for the problem.

Primary data collection" Primary data is the first hand information obtained by

investigator . Primary source is one itself collects the data.

Primary data can be collected by observation , by interviews, by face to face questioning ,

by using questionnaire, when the needed data do not exist or are dated , inaccurate ,

incomplete, or unreliable.

Secondary data collection – Secondary data is collected by others already and the

researcher is using that information for his own research purpose.

Secondary data can be collected from published reports , newspaper, websites, journals,

publications of national and international organization.

Sampling plan :

Sampling unit " Walk*in customers in retail outlet.

Sample size * 100

Sampling Instruments" Questionnaire, face to face interview

Limitations " Limitations of the projects are to know the behavior of the customers ,

market segmentation, product ,and pricing policy and the attitude, feeling and reaction of

the consumer towards the products.

 CHAPTER "2

REVIEW OF LITERATURE
In recent years, the adoption of the mobile phones has been exceptionally rapid in many parts

of the world and e especially in India, where cellular phones are nowadays almost as

common as wrist watches.

Although it is evident that the large players in the telecommunication business constantly

conduct market research, the problem is that the results are obtained are usually kept inside

company walls and therefore consumer behavior in mobile phone industry is an unexamined

genre in academic literature

The trend that mobile phones are purchased earlier and earlier was verified with the data.

While looking at oldest surveyed group three (older university students) majority of them

bought their first mobile phone at the age of 18 (24%), followed by the age of 19 (23%) and

20 (15%). In comparison, 33% of the youngest group (secondary school students), acquired

their first mobile phone at the age of 15

Price and properties were regarded as the most important motives affecting the decision to

purchase current mobile phone model among the respondents as displayed. According to the

survey close to 80 percent and over 85 percent, for price and properties respectively, felt that

price and properties had affected their decision making at least relatively much.

Price might have dominated the decision making in the sample more than it does for the

whole population, as the average net income in the target group was relatively low

Conclusion * The exploratory study was conducted to increase our understanding of the

mobile phone market in general and analyse consumer decision making in particular. The

study attempted to cast light on the much unexamined area of the mobile phone purchase,

operator choice, and use of the mobile phone services.

The main results of the study indicates that

1. First of all the age of purchasing a mobile phone among young Indian has lowered in just

few years from 18*19 to 14*15.

2. Secondly, the factors underlying purchase of a mobile phone were found to be

manufacturer, market condition, and influential persons. For the choice of operator the

factor were found to be features and brand, components in pricing, quality and influential

persons.

3. Thirdly, only about 15% of the respondents felt that their use of mobile services would

increase in the next 12 month.

 CHAPTER "3

COMPAY PROFILE
 EXECUTIVE SUMMARY

Mobile phone market in India is going through major changes. Key players are losing market

share while new and young companies, mostly from Asian countries, are coming to the

market. At the same time the market is slowly expanding when people are buying more

phones than ever. The whole process of buying mobile phones has changed in the last few

years. People no longer carry the same phone year in year out, change is the fast

technological development of the phones. But also consumer’s but they change their phone

very year, some even twice a year. One reason for these attitudes towards mobile phones has

changed. Mobile phones are no longer seen as expensive, hi*tech products, but they have

become accessories like jewellery or a piece of clothing. “Nokia is still the largest mobile

phone company in the world, but its long*term dominance is now challenged more than ever.

Observers have begun asking whether the cutting edge that has turned Nokia into the No 1

vendor still exists, as Nokia’s market share and revenues have been on the decline. Falling

average sales prices (ASPs) and market share have had an impact and forced Nokia to further

re*think its strategy towards developed and emerging markets.”

This report gives an overview on what is happening on the mobile phone market today and

analyses Nokia’s market position in the growing market. This report includes a brief

introduction to Nokia followed by an environmental analysis, SWOT analysis of the

company. Half way through the report you can find information about consumer behavior

and segmentation. At the end, this report introduces the main strategies and objectives of

Nokia for the competitive market. Finally we try to make a conclusion of the topics discussed

and attempt to give some possible answers to the question at hand.

History

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

enterprise in South*Western Finland by mining engineer Fredrik Idestam. Elsewhere, the

year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable

Works began operations. Gradually, the ownership of these two companies and Nokia began

to shift into hands of just a few owners. Finally in 1967 the three companies were merged to

form Nokia Corporation.

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

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

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

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

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

company Maillefer.

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

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

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

cable company NKF.

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

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

 Some firsts for Nokia in India

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

Network

1998 * Saare Jahaan Se Acchha, first Indian ring tone in a Nokia 5110

2000 * First phone with Hindi menu (Nokia 3210)

2002 * First Camera phone (Nokia 7650)

2003 * First Made for India phone, Nokia 1100

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

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

2005 – Local UI in additional local language

2006 – Nokia manufacturing plant in Chennai

2007 – First vernacular news portal

 Corporate culture

Nokia's official corporate culture manifesto, The Nokia Way, emphasises

the speed and flexibility of decision*making in a flat, networked

organization, although the corporation's size necessarily imposes a certain

amount of bureaucracy.

The official business language of Nokia is English. All documentation is

written in English, and is used in official intra*company spoken

communication and e*mail.

Until May 2007, the Nokia Values were Customer Satisfaction, Respect,

Achievement, and Renewal. In May 2007, Nokia redefined its values after

initiating a series of discussions worldwide as to what the new values of

the company should be. Based on the employee suggestions, the new

values were defined as: Engaging You, Achieving Together, Passion for

Innovation and Very Human

Nokia manufactures mobile phones and mobile network equipment.

They provide solutions and services for mobile telecommunications

and network infrastructure.

The company is divided into four major segments: Mobile Phones,

Multimedia, Networks and Ventures Organization.

Institute Of Business Studies & Research Pune (Satish P.Goyal) Page 24

The Mobile Phones division of Nokia manufactures develops wireless

handsets are developed using GSM and various other mobile

technologies. This segment also includes Vertu Ltd., which is a

subsidiary of Nokia and also the first company in the world to

manufacture exclusive luxury Nokia cell phones.

The Multimedia division manufactures multimedia devices and

applications that are compatible with games, music, imaging, video

and other media capabilities. The Multimedia division has gained

prominence for its Internet services, music synchronization, optics and

streaming video.

Nokia’s Networks segment offers network infrastructure, service

delivery platforms and associated services. In this part of the

company, the focuses is mainly on the GSM cell phones and GSM

technology. For the public safety and security sector, the Networks

offers broadband access for professional users.

They also produce a range of devices and mobile connectivity solutions

that are based on end*to*end mobility architecture. By December

2005, Nokia had more than 150 cell phone network customers in more

than 60 countries.
VISION

“Our customers continue to our First Priority”

Nokia’s future success depends on delivering great experiences to our customers by creating

products and solutions that work seamlessly and are appealing.

Everyone has a need to communicate and share. Nokia helps people to fulfill this need and

we help people feel close to what matters to them. We focus on providing consumers with

very human technology – technology that is intuitive, a joy to use, and beautiful.

We are living in an era where connectivity is becoming truly ubiquitous. The

communications industry continues to change and the internet is at the center of this

transformation. Today, the internet is Nokia's quest.

Nokia's strategy relies on growing, transforming, and building the Nokia business to ensure

its future success.

\
Mission

‘In a world where everyone can be connected, we take very human approach to

technology”

Connecting is about helping people to feel close to what matters. Wherever, whenever, Nokia

believes in communicating, sharing, and in the awesome potential in connecting the 2 billion

who do with the 4 billion who don’t. If we focus on people, and use technology to help

people feel close to what matters, then growth will follow. In a world where everyone can be

connected, Nokia takes a very human approach to technology.

Strategy

“Wherever, whenever, we believer in communicating, sharing and in the awesome

potential of connecting the 2 billion who do, with the 4 billon who don’t”

At Nokia, customers remain our top priority. Customer focus and consumer understanding

must always drive our day*to*day business behavior. Nokia’s priority is to be the most

preferred partner to operators, retailers and enterprises.

Nokia will continue to be a growth company, and we will expand to new markets and

businesses. World leading productivity is critical for our future success. Our brand goal is for

Nokia to become the brand most loved by our customers.

STRUCTURE

Devices are responsible for developing the best device portfolio for the marketplace,

including sourcing of components.

Services & Software reflects our strategic emphasis on developing and growing our offering

of consumer Internet services and enterprise solutions and software.

Markets are responsible for management of our supply chains, sales channels, and brand &

marketing activities.

The Corporate Development Office focuses on our strategy and future growth, and provides

operational support for integration across all the units.

On April 1, 2007, Nokia’s Networks business group was combined with Siemens’ carrier*

related operations for fixed and mobile networks to form Nokia Siemens Networks, jointly

owned by Nokia and Siemens and consolidated by Nokia.

QUALITY:

Quality is at the heart of Nokia’s brand promise, human friendly technology.

We want our customers to know that Nokia is the best quality company in the industry.

Our goal is to have the industry’s best products and services, most loyal customers and most

efficient operational mode.

Nokia believe that quality is about meeting and exceeding customer expectations. At Nokia,

we view quality holistically and as an integral part of business management. The quality of

products and customer experiences depends on the quality of processes, which in turn is

tied to the quality of management.

Our key quality targets are:

• For Nokia to be number one in customer and consumer loyalty.

• For Nokia to be number one in product leadership.

• For Nokia to be number one in operational excellence.

The quality and reliability of our products and services are among the most important factors

driving customer satisfaction and loyalty. Designing good quality products begins with

understanding customer requirements and creating the best user experience. The whole chain,

from suppliers through to R&D, operations, sales and distribution to customers, impacts the

end*result – everybody in the chain has a role to play in achieving quality.

Our products and customer experiences are the results of our everyday processes.
Process management means finding the simplest way of operating, in order to create

customer value in a lean manner. Our process thinking covers everything we do, and

processes are continuously improved based on the measures and the feedback we receive

from our customers. .

Quality in management is vital for leveraging innovations globally and improving

productivity in general. Our approach to this is platform thinking, process management and

combining fact*based management with values*based leadership. We have developed a key

framework for improvement at Nokia, which we call the 'Self*Regulating Management

System'. It's about management practices that allow us to run our business in a consistent,

effective and fact*based manner.

Commitment to quality improvement is a continuous management process. It is both a

business strategy and a personal responsibility, and it is a part of our culture and values. But

at the end of the day, quality improvement is much more than something we can quantify in

words or pictures. It is an attitude – a mindset. By taking quality personally we are able to

deliver world*class quality to our customers. It is our source of inspiration, energy and

excitement
)
Institute Of Business Studies & Research Pune (Satish P.Goyal) Page 37
Nokia’s future

As mobile usage grows in the world’s emerging markets, Nokia will continue to

develop affordable mobile devices that can contribute to increased economic

growth and quality of life.

At the same time, mobile communications is converging with computing, digital

imaging and the internet, making it possible for people to use handheld devices

for filming video, listening to music, playing games, surfing the web and more.

Nokia is shaping this converging industry, pushing it forward with cutting*edge

products and the development of open standards.

Nokia’s success story is built on constant innovation. Our very human technology

is all about enhancing communication and exploring new ways to exchange

information. That’s why Nokia will never stop finding new ways of connecting

people.
 Segmentation Strategy

Nokia Market Demographic

The profile for Nokia customer consists of the following geographic and

Demographic:

Geographic
· Our immediate geographic target is rural India.

· The total targeted population is estimated at 100 million

Demographic
· Male and female.

• Ages 25*50, this is the segment that makes up 80% of the Nokia mobile

phone market according to the NOKIA India Ltd.

• Professionals and College students.

Page 41
 Top Competitors

Philips Electronics

Panasonic

Motorola

Siemens

Sony Corporation

Sony Ericsson

Samsung
 Worldwide market shares of the companies

40.00%
35.00%
30.00% NOKIA
25.00% Motorola
20.00% Samsung
15.00% Siemens
10.00% Sony Erisson
5.00%
0.00%

Nokia" 39.2%

Motorola " 15.3%

Samsung" 9.8%

Siemens" 8.5%

Sony Ericsson " 5.2%

Market
shares of
companie
s in India
70%

60%

50%

40%

30%

20%

10%

0%

• NOKIA – 67%

• Samsung— 12%

• Motorola— 6%

• Sony Erisson** *8%

• Others*** 7%
 CHAPTER *4

RESEARCH METHODOLOGY
 70%
60%
50%

40%
30%
20%

10%
0%
Yes 68%
No 32%

1.Do you use mobile

Yes 68%

No 32%

Interpretation * Above graph shows that 68% population of India use mobile

nowadays and there is still 32% people don’t use mobile.

So according to this there is huge potential in the market for the company and

company can capture more market by offering some free items on products.
2. Which company you prefer

70%

60%

50% Nokia
Samsung
40% Sony Erisson
30% Motorola
L.G
20% Others
10%

0%

Nokia * 67%

Samsung * 12%

Sony Ericsson * 8%

Motorola* 7%

L.G * 3%

Others * 3%

Interpretation – This graph shows that out of hundred 67% consumers use

Nokia mobile , and the rest companies are too behind than Nokia .

So Nokia company is ruling the Indian mobile market.

3. Any specific reason

Bluetooth * 68%

FM – 75%

MP3/MP4 * 55%

Camera * 60%

Expandable memory *45%

Interpretation" Most of the consumer using Nokia mobile for the quality of

FM, Camera and the Bluetooth which is available in Nokia handsets in just Rs

3100 only. No other company provides all three features in this amount.
4. Which feature you want in new mobile ?

GPRS – 68%

Navigator * 45%

EDGE * 20%

Tri band/ Quad band * 5%

Any other * 13%

Interpretation – According to this most of the consumers wants GPRS in their

new handset and Navigator feature also.

Very few asked for the EDGE and others features.

5.Budget for purchasing

1000*3000 * 75%

3000*6000 * 55%

6000*10000 * 38%

10000*14000 * 15%

More than 14000 *9%

Interpretation-Large number of population of India comes under middle class.

Most of the customer spends between Rs 1000*3000.

Some customer also more than Rs 5000 more features.

 CHAPTER *4

CONCLUSION
IFERECES

The way corporations interact with their customers has changed drastically in the

past few years. The era of mass marketing and mass communications is over.

Customers have been increasingly taking up widespread social media tools on the

web and turned into the message creators, driving the conversations around the

products and services they use.

Therefore, corporations must join customers in these conversations. We need to

be able to speak openly, honestly, and in a personal tone. We need to listen

carefully without being defensive. We need to respect those who speak to us and

about us because of this only we come to know where we are lacking , what we

have to do to beat our competitors

We need to understand that we no longer control the conversation but are a part of

it.

For a few years now, Nokia have been participating in the conversation with

customers through various efforts, ranging from blogs by people who work on

S60, outreach to Nseries aficionados, support discussion boards, and a site to

download and discuss early state software from Nokia. This helps Nokia to know

why the market share of the company in India slip down and according to this

only we can indentify the problem .

Nokia’s most recent addition has been Nokia Conversations, a site dedicated to

the stories in and around the Nokia neighborhood. It’s not about the tech and

specs, but about the people, products, and ideas behind the news. Nokia

Conversations highlights the best and most important conversations about and

around Nokia, whether it comes from inside Nokia or outside. Our articles also

add a mix of various elements, such as videos and photos.

This is the way Nokia trying to put all the information on net , so that consumers can refers

to those sites before purchasing the products.

]
OBSERVATION & FINDINGS

According to my observation Nokia ascendancy to leadership in Indian market has been

swift and systematic , with the result that millions of people in thousands of towns and

villages today use Nokia mobiles* the world’s fastest growing market for wireless

handsets. This success has seen the company ‘s market share rise to more than 67%

currently from 46% in March 2003

Nokia concentrated on India’s largely untapped rural market as well as the lower –end

urban market whose consumers eventually upgrade their phones.

Nokia penetrate the market’s wide range of customers preferences , incomes disparities,

regional differences and language requirements.

Nokia’s one winning result ; the creation of a global best –seller , the low cost and hardy

Nokia 1110 that came with alarm clock, calculator, and torch.
 SWOT ANALYSIS

Nokia was the first to acknowledge fashion as an important element in mobile phone

purchases, and it is solidly behind the push for Multimedia Messaging Service, which could

become the first data service beyond Short Message Service to be deemed successful.

There is a significant gap between Nokia and startups, which makes it difficult to compete

against Nokia. Nokia's tie to operators has kept its products solidly in consumers' view.

Yet, Nokia faces some serious challenges.

The mobile landscape has fundamentally shifted, and some of Nokia's strengths and core

beliefs may no longer be valid. In the following research, we discuss Nokia's strengths and

challenges and provide advice for enterprises partnering with, purchasing from and

working with Nokia.

Strength
· Nokia has long established identity (1898); lots of available resources (financial, etc.)

· Nokia has high penetration rate in Europe, especially in Northern countries (close to

100%)

· Nokia Consumer Electronics has access to innovative technology through group

companies
Weakness
· Lack of centralized marketing strategy and champion; completely different positioning

strategy depending on the country

· Too many brand names (100) in one market; problem trying to find balance

· Corporate culture is highly technical and operational: So what if the customer does not

understand! Lack of customer service priority

Opportunities
· Potential for brand name sales in Europe and Asia*pacific

· Growing replacement and supplement television market

· NCE has opportunity of using its technology to enhance user*friendliness

Threats
· The market for color TVs and VCRs is a mature/saturated market; consumers are buying

less often and only to replace older units (same trend for all countries across Europe)

· Can’t differentiate based on technical advancement or price; competitors too fast to match

· Impact of recent purchases (for example, Sony) and mergers is unknown; competitors are

getting larger and integrating supply chains

Competitive advantage is gained through brand name (not technology or price)

· According to brand awareness studies, Nokia is recognized most of the time (in Germany,

France, Italy, UK and Norway), but not necessarily affiliated with consumer electronics

such as TVs and VCRs

· Consumers buy televisions based on emotion .

· Consumers perceive value in features that are marketed as user*friendly. In the past Nokia

has relied heavily on its ability to innovate—it is a strong technology company.

Internal Management Challenge faces at least two challenges within NCE that he must

address immediately:

1. Lack of a marketing champion in corporate headquarters

2. A continued reliance on technology as the main marketing approach. For example, the

remote control TV mouse is centered on technology and may frighten away potential

customers who may perceive it as too technical.

 RECOMMENDATIOS

CUSTOMERS RELATED:

NOKIA products are used all over in India by the people of the every region.

But now days the people want more values for their money worth, it means a

better designed product with quality and they are most willing to buy the

product frequently.

The positive suggestions are as follows:*

• As the others companies like Samsung . Motorola and others offers

products in good packing, so the product packaging must be made

attractive so that the young generation willing to accept it.

• The product line must be extended so that all the generation levels

must be able to use it as per their taste.

• Customers wants some fancy type or good looking mobiles.

• The main thing is the availability of the products at retail outlets.

• The product packaging must be changed time to time.

• The media marketing must be done highly and a good relationships

should be made with the customers by giving frequents offers and

arranging various competitions.

RETAILERS RELATED:

• There must be regular supply of the products at least 2*3 days a week.

• The new outlets must be grabbed through providing some fruitful offers.

• The some untouched Parts of the area must be covered.

• Some credit facilities must be provided to the retailers.

• There should be discount given to the retailers on huge bulk purchasing

to motivate him.

• The advertisement must be done through Hoardings, Posters, Banners,

Radio Mirchi, FM radio channels .

• There should be a meeting every month for to solve distributors and

retailers problems.
 BIBLIOGRAPHY
Books
Marketing Management by Philip Kotler

Websites
www.nokia.com

www.google.com

News Paper
The Economics Times
ANNEXTURE
 QUESTIONNAIRE

Name:…………………………………….. Date……………………………

Sex
Contact no………………………
Male ( )

Female ( )

1.Occupation

Student ( )

Service ( )

Self employed ( )

Others ( )

2. Do you have mobile

Yes ( )

o ( )

3.Which company you prefer

okia ( )

Samsung ( )

Sony ericsson ( )

Motorola ( )

L.G ( )

Others ( )
4. Any specific reason

Bluetooth ( )

F M ( )

MP3/MP4 ( )

Exapandable memory ( )

Camere ( )

5.What features you are looking for

GPRS ( )

EDGE ( )

Tri band/ Quad band ( )

avigator ( )

Any Others ( )

6. Budget for purchasing

1000"3000 ( )

3000"6000 ( )

6000"10000 ( )

10000"14000 ( )

More than 14000 ( )

Place: Signature
THANK YOU