Nokia report

ACKNOWLEDGEMENT
Perseverance, Inspiration and Motivation have always played a key role in the success of
any venture. Working on this project was a challenge. It is often difficult to understand
wide spectrum of knowledge without proper guidance and advice.
I wish to express my gratitude to Mr Yogesh Chauhan Sir who assigned me this project.
He has been constant source of guidance and encouragement in exploring the nuances of
the project. He took special interest in the study and gave me his guidance and pertinent
suggestions.
Last, but not the least I would like to thank for intellectual simulation, moral support and
constant source of inspiration throughout the project and I gratefully acknowledge the
continuous assistance and inspiration given to me by her.
It has been a privilege and pleasure working under the guidance and experience which
will be cherished for a long time to come.
This acknowledgement is incomplete without rendering impartial gratitude to all those
who has helped me directly or indirectly in making this project a success.

DECLARATION
I Archit Bhardwaj , student of BBA at GLA Institute Of Technology And
Management hereby declares that the project report entitled “Advertising and Sales
Promotion for Nokia ” is an original document and has been done with consultation with
the project guide. Feasible suggestions duly incorporated have been incorporated in
consultation with the project guide.

CONTENTS
 OBJECTIVES…………………………………………………………………....5
 INTRODUCTION : NOKIA……………………………………………….……6
 HISTORICAL BACKGROUND……………………………………………….7
 PRODUCTS OF NOKIA AND ITS FEATURES……………………….……12
 DATA COLLECTION……………………………………………………......…62
 MISSION STATEMENT OF NOKIA……………………………………...…..63
 AREAS OF FOCUS…………………………………………………………..….66
 SWOT ANALYSIS…………………………………………………………..…..67
 PEST ANALYSIS………………………………………………………….…….70
 STRATEGIC MANAGEMENT…………………………………………...……72
 SECRETS OF NOKIA STRATEGIC SUCCESS……………………………..73
 COMPETITOR PROFILING…………………………………………….…….75
 COMPARITIVE ANALYSIS……………………………………………...……77
 MARKET SURVEY OF CONSUMER PREFERENCES……………….……89
 RECOMMENDATIONS………………………………………………..………102
 CONCLUSION……………………………………………………………..……104
 BIBLIOGRAPHY…………………………………………………………..……105
 QUESTIONNAIRE………………………………………………………………106

OBJECTIVES
OBJECTIVES OF RESEARCH REPORT:
 To conduct the comparative study between Nokia and other prominent
Players in the market.
 Analysis of customer satisfaction and to find out the reason behind
customer buying behaviour while purchasing Nokia.

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

HISTORICAL BACKGROUND OF NOKIA
NOKIA was established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the
banks of the Tammerkoski rapids in the town of Tampere, in south-western Finland. The
company was later relocated to the town of Nokia by the Nokianvirta river, which had
better resources for hydropower production. That is where the company got the name that
it still uses today. The name Nokia originated from the river which flowed through the
town. The river itself, Nokianvirta, was named after the old Finnish word originally
meaning a dark, furry animal that was locally known as the nokia, or sable, or later pine
marten.
Finnish Rubber Works established its factories in the beginning of 20th century nearby
and began using Nokia as its brand. Shortly after World War I, Finnish Rubber Works
acquired Nokia Wood Mills as well as Finnish Cable Works, a producer of telephone and
telegraph cables. These three companies were merged to form Nokia Corporation in
1967.
The new company was involved in many sectors, producing at one time or another paper
products, bicycle and car tires, footwear (including Wellington boots), personal
computers, communications cables, televisions, electricity generation machinery,
capacitors, aluminium, etc.
The first Nokia century began with Fredrik Idestam's paper mill on the banks of the
Nokianvirta river. Between 1865 and 1967, the company would become a major

industrial force; but it took a merger with a cable company and a rubber firm to set the
new Nokia Corporation on the path to electronics...
1865: The birth of Nokia
Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south-western
Finland, where the Nokia story begins.
1898: Finnish Rubber Works founded
Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber
business.
1912: Finnish Cable Works founded
Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and electronics
businesses.
1937: Verner Weckman, industry heavyweight
Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works.

1960: First electronics department
Cable Works establishes its first electronics department, selling and operating computers.
1962: First in-house electrical device
The Cable Works electronics department produces its first in-house electrical device - a
pulse analyzer for nuclear power plants.
1967: The merger
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create
Nokia Corporation.
The newly formed Nokia Corporation was ideally positioned for a pioneering role in the
early evolution of mobile communications. As European telecommunications markets
were deregulated and mobile networks became global, Nokia led the way with some
iconic products...

1979: Mobira Oy, early phone maker
Radio telephone company Mobira Oy begins life as a joint venture between Nokia and
leading Finnish television maker Salora.
1981: The mobile era begins
Nordic Mobile Telephone (NMT), the first international mobile phone network, is built.
1982: Nokia makes its first digital telephone switch
The Nokia DX200, the company’s first digital telephone switch, goes into operation.
1984: Mobira Talkman launched
Nokia launches the Mobira Talkman portable phone.
1987: Mobira Cityman – birth of a classic
Nokia launches the Mobira Cityman, the first handheld NMT phone.

1991: GSM – a new mobile standard opens up
Nokia equipment is used to make the world’s first GSM call.
In 1992, Nokia decided to focus on its telecommunications business. This was probably
the most important strategic decision in its history.
As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of
the mobile telephone industry’s global boom – and made it the world leader before the
end of the decade...
1992: Jorma Ollila becomes President and CEO
Jorma Ollila becomes President and CEO of Nokia, focusing the company on
telecommunications.
1992: Nokia’s first GSM handset
Nokia launches its first GSM handset, the Nokia 1011.

1994: Nokia Tune is launched
Nokia launches the 2100, the first phone to feature the Nokia Tune.
1994: World’s first satellite call
The world’s first satellite call is made, using a Nokia GSM handset.
1997: Snake – a classic mobile game
The Nokia 6110 is the first phone to feature Nokia’s Snake game.
1998: Nokia leads the world
Nokia becomes the world leader in mobile phones.
1999: The Internet goes mobile
Nokia launches the world's first WAP handset, the Nokia 7110.

Nokia’s story continues with 3G, mobile multiplayer gaming, multimedia devices and a
look to the future...
2002: First 3G phone
Nokia launches its first 3G phone, the Nokia 6650.
2003: Nokia launches the N-Gage
Mobile gaming goes multiplayer with the N-Gage.
2005: The Nokia Nseries is born
Nokia introduces the next generation of multimedia devices, the Nokia Nseries.
2005: The billionth Nokia phone is sold
Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Global mobile phone
subscriptions pass 2 billion.

2006: A new President and CEO – Nokia today
Olli-Pekka Kallasvuo becomes Nokia’s President and CEO; Jorma Ollila becomes
Chairman of Nokia’s board. Nokia and Siemens announce plans for Nokia Siemens
Networks.
2007
Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks
commences operations. Nokia launches Ovi, its new internet services brand.
2008
Nokia's three mobile device business groups and the supporting horizontal groups are
replaced by an integrated business segment, Devices & Services.

STRUCTURE OF NOKIA
The Devices unit is responsible for developing and managing our mobile device
portfolio, including the sourcing of components.
Nokia is increasing its offering of consumer Internet services, in five areas—music,
maps, media, messaging and games—and working to deliver those services in an easily
accessible manner to consumers. The Services unit is responsible for developing this part
of our business.
The Markets unit is responsible for the management of our supply chains, sales channels,
brand and marketing activities.
The three units receive operational support from our Corporate Development Office,
which is also responsible for exploring corporate strategic and future growth
opportunities.
Nokia Siemens Networks provides wireless and fixed network infrastructure,
communications and networks service platforms, as well as professional services to
operators and service providers.
NAVTEQ is a leading provider of comprehensive digital map data for automotive
navigation systems, mobile navigation devices, Internet-based mapping applications, and
government and business solutions. NAVTEQ’s map data will be an important part of the

Nokia Maps service that brings downloadable maps, voice-guided navigation and other
context-aware web services to people’s pockets.
PRODUCTION UNITS
Networks technology
China
Finland
Germany
India
Mobile devices and technology
Brazil
China
Finland
Great Britain
Hungary
India
Mexico
Romania
South Korea

Nokia Today
Today, Nokia is a world leader in digital technologies, including mobile phones,
telecommunications networks, wireless data solutions and multimedia terminals .Backed
by its experience, innovation, user friendliness and secure solutions, the company has
become the leading supplier of mobile phones ,fixed broadbands and IP networks. By
adding mobility to the internet, Nokia creates new opportunities for companies and
further enriches the daily lives of people. . Nokia is operating in over 130 countries and
15 factories over 9 countries.Nokia spends 20% of net sales in research and development.
Nokia registers on an average 5 patents everyday.

PRODUCT OF NOKIA
AND
ITS FEATURES

Nokia 1208
Key Features
 Experience enhanced visual with the 65,536 color display
 Dust and splash proof with rubberized keypad and anti-slippery back cover
 Bright flashlight for convenience and emergency
 Timer tracker feature helps you controls the duration of each call
 Multiple phonebook makes sharing phone easier
 Easy–to-use menu in multi languages with calendars
Operating Frequency
 GSM Dualband EGSM 900/1800 MHz
Dimensions
 Volume: 67.3 cc
 Weight: 76.9 g
 Length: 102 mm
 Width: 44.1 mm
 Thickness (max): 17.5 mm
Display
 65,536 color, 96 x 68 pixels display
User Interface

 S30 user interface
Messaging
 Text messaging: Supports concatenated SMS, picture messaging, SMS
distribution
list
 Distribution list - create and manage your personal list
 Predictive Text Input: Support for all major languages in Europe and Asia
Pacific
including Indian dialect
 Large SMS storage for up to 60 SMS on phone memory
Ringing Tones
 32-chord/voice polyphonic ringing tones with MP3-grade sound
Call Management
 Large contact storage - up to 200 entries in built-in phonebook
Voice Features
 Integrated handsfree speaker
Personal Information Management (PIM)
 Multi phonebook
 Alarm clock
 Analog/digital clock
 Reminders
 Stopwatch
 Calculator
 Calendar
 Converter
 Countdown timer
Power Management
Battery Talk time* Standby time*
BL-5CA Up to 7 hrs Up to 15.2 days

Nokia 1650
Key Features
 Easy one-touch key to activate FM radio in an instant
 Enjoy easy viewing with the 65,536 colors, large screen display and large font
type when dialing
 Personalize your phone ring with quality MP3-grade and 32 Polyphonic ringtones
 Extend your talk time with Power Saver mode
 Convenient one-touch key to switch on built-in flashlight
Operating frequency
Dimensions
 Volume: 69 cc
 Weight: 80 g
 Length: 104.2 mm
 Width: 43.8 mm
 Thickness: 17.8 mm
Display
 65,536 colors, 128 x 160 pixels CTSN display

User interface
 S30 user interface
Multimedia
 Integrated FM radio
Messaging
distribution list
 Chat
 Large SMS storage on phone - up to 250 SMS
 Easy to create and send SMS – with local input method
Language Support
 18 Input languages: Bahasa Indonesia, Bahasa Malaysia, Bengali, Simplified
Chinese, English, Gujarati, Hindi, Kannada, Marathi, Pilipino (Tagalog), Punjabi,
Tamil, Thai, Vietnamese, Khmer, Malayalam, Sinhalese, Telugu
Ringing Tones
 Supported file formats: MP3-grade, 32-chord polyphonic MIDI ringing tones
Connectivity
 Headset connector: Standard 2.5mm headset connector
Call Management
 Time Tracker
 Call Duration Log
Voice Features
 Integrated handsfree loudspeaker
Power Management
BL-5C Up to 8 hrs Up to 17.5 days

Nokia 2626
Key Features
 Stand out from peers and friends with colored covers
 Listen to and share your FM radio music through the integrated handsfree speaker
 Record sound on the move and send to friends with Nokia Xpress Audio
Messaging
 Download wallpapers & ringing tones via GPRS
 Stay updated on work and play with one inbox for SMS and MMS messages
Operating frequency
Dimensions
 Weight: 91 g
 Length: 104 mm
 Width: 43 mm
 Thickness (max): 18 mm
Display
 65,536 colors display

Multimedia
 Integrated FM radio
 Nokia Xpress Audio Messaging
 Preloaded polyphonic MP3 and MIDI ring tones
Memory functions
 2 MB Gallery to store downloaded files
Messaging
 Multimedia messaging: MMS for creating, receiving, editing, and sending videos
and pictures with AMR voice clips
 Email: Supports SMTP, POP3 and IMAP4 protocols. Support for attachments
distribution list
Browsing
 WAP* 2.0 xHTML/HTML browser
Data Transfer
 GPRS: Class B, multislot class 6
Call Management
 Large contact storage – 300 entries in built-in phonebook
Voice Features
 Voice recorder
 Integrated handsfree speaker
 Set voice clip as ringing tone
Personal information management (PIM)
 Calculator
 Power organizer - week, month review with local calendar
Power management
BL-5C Up to 3 hrs Up to 300 hrs

Nokia 2600Classic
Key features
 Capture images and videos in dazzling color with the digital VGA camera and
video recorder
 Personalize your phone with MP3, ringtones and user-created ringtones
 Enjoy music and news on the move with the FM radio
 Monitor call times with Pre-paid Tracker
 Share your photos and video clips with friends and family using Bluetooth
 Keep in contact with SMS, MMS, email, and Nokia Xpress Audio Messaging
 Keep all your contacts on hand with 1000-entry phone book
Operating frequency
 Dual band GSM 850/1900 MHz
 Dual band EGSM 900/1800 MHz
Dimensions
 Volume: 63.5 cc
 Weight: 73.2 g (with battery)
 Width: 46.7 mm
 Thickness: 12 mm
Display
 65K color, 128 x 160, TFT

Imaging
 VGA camera
 TFT color display
 MMS
Multimedia
 Digital VGA camera with video recorder for pictures and video
 FM radio
Messaging
 Email supports POP3, IMP4 and SMTP protocols
 Nokia Xpress Audio Messaging (sends greetings with short voice clips)
 SMS text messages
 MMS messaging with pictures
 Personalize SMS message alerts with your favorite ringtones
Java™ Applications
 xHTML over TCP/IP, WAP 2.0
 MMS 1.2 (supports 300KB size)
 Nokia Xpress Audio Messaging
 Java MIDP 2.0 applications
 OMA DRM 1.0 smart content download (forward lock)
Connectivity
 Photo and data sharing with Bluetooth 2.0
Browsing
 WAP 2.0 web browser (xHTML)
Power Management
 Battery: BL-5BT
 Capacity: 870 mAh
 Talk time: Up to 6 hrs
 Stand-by: Up to 24 days

Nokia 3500 classic
Key Features
 An elegant, large, glossy black 1.8" smoked screen makes viewing all your photos
a pleasure.
 A solid metal rim around the phone protects the screen from scratches
 Splitline coloring in the keymat adds a touch of color
 Benefit from easy connectivity with Bluetooth, and a mini-USB port to connect to
a PC
 Save more of your moments with the option to use MicroSD memory cards up to
2GB
 Ensure you’re always in touch with up to 2,000 contacts.
 Stay entertained with a music player and FM radio
 Make your handset unique with MP3 ringtones
Display
 Main display: 128x160, up 262k colors. TFT (active area 1,8")
Imaging
 2 megapixel camera
 8 x digital zoom

Messaging
 Email client with attachments (Java version)
 MMS: OMA MMS 1.2 (300 kB MMS size)
 Instant Messaging
Multimedia
 Media player supporting MP3, MP4, AAC, AAC+ eAAC+, H.263, H.264
 FM Stereo radio
 Video streaming (3GPP)
 Video ringing tones
 MIDI ringing tones up to 64 polyphonies
 DRM release 2.0
 HXTML browser
 Java: MIDP 2.0
Connectivity
 Bluetooth
 Micro SD memory slot up to 2GB
 Mini-USB connector
Other features
 Themes including animated wallpapers, screensavers, color schemes & ringing
tones
 Voice recording, voice commands, speaker independent name dialing
 User configurable right soft key and GoTo menu
 Organizer with calendar, To-do list and notes
 Alarm clock, Countdown timer (normal and interval timer)
Bearers supported
 DARP
 EDGE class 10; GPRS class 10
 GPRS/EDGE/HSCSD/CSD for browsing and as data modem
 Bluetooth
Power Management
Battery Talk time Standby time Capacity
BL-4C 300h 860mAh

Nokia 6500 slide
Key features
Take high quality pictures with a 3.2 megapixel camera with Carl Zeiss optics, auto
focus, and 8x digital zoom
A powerful double LED flash makes indoor pictures perfect
Share pictures or videos with friends and family via TV-Out
3G video calling helps you feel even closer to the people you care about
Connect directly to Flickr™ website to share your photos with all your friends
Imaging and video
 Integrated 3.2 megapixel camera with Carl Zeiss optics, auto focus, with up to 8x
digital zoom
 Integrated double LED flash
 Macroshot, landscape mode, sequential shots, and dedicated 2-step capture key
 Horizontal mode with capture and zoom keys allows you to use the phone like a
digital camera
 Use PictBridge™ to print copies of your favorite images
 Add finishing touches to your pictures with Adobe PhotoShop software

 Video recording: VGA (15fps) and QCIF (30fps) resolutions with 4x smooth
zoom. Supports H.263 MPEG-4 in .3gp format
 Secondary camera for video calling (QCIF resolution, 15 fps)
 Add a new dimension to your conversations with 3G TV video calling and TV
conference via TV-Out
 Video: Video recording and playback in MPEG4
Browsing
 WAP* 2.0 browser with XHTML support over HTTP/TCP/IP stack
 Opera Mini browser
 OMA Digital DRM 2.0 - including forward lock for content protection, combined
delivery, separate delivery and superdistribution
Connectivity
Bluetooth 2.0
Micro USB connector with USB 2.0
2.5mm AV connector for headset and TV-Out
Local and remote SyncML synchronization using Nokia PC Suite software
Data transfer*
 EDGE Release 4 multi-slot class 31 (5RX+2TX: maximum 6 slots)
 GPRS multi-slot class 31 (5RX+2TX: maximum 6 slots, class B&C)
 CSD (circuit-switched data) transfer for browsing and as data modem
Digital services
Over-the-air (OTA) downloads for ringtones, themes, wallpapers, and screensavers
FOTA – firmware update over the air
Display
 16 million colors QVGA 240 x 320 pixels 2.2" LCD display
 Active display area 33.5 x 44.7 mm
 Ambient light sensor
Memory functions

 20 MB user free internal memory
 Options to expand up to 4 GB with microSD memory card
Music and multimedia
Visual Radio: Listen to music and interact with your favorite radio stations
Find out what song is playing, who sings it, and other artist information
Enter contests and answer surveys, vote for your favorite songs
Download the songs you buy direct to your phone
Integrated music player supports MP3/MP4/AAC/eAAC+/WMA audio file formats
Video streaming: H.263 & MPEG4 (up to QVGA, 15 fps), and H.264 (QCIF 15fps)
Local video playback: up to 30fps in QVGA for H263 and MPEG-4 with 2048 kbps
bitrate. Up to 15fps QCIF for H264 with 128 kbps
Integrated FM Radio
Still picture to TV-Out in VGA
Video to TV-Out in QVGA 15 fps
Offline and demo modes
 Flight mode: all transmission-related activities turned off
Operating frequency
 Quadband GSM 850/900/1800/1900 MHz
 Dualband WCDMA 850/2100 MHz
Power management
Battery Talk time Standby time Capacity
Battery BP-5M Up to 6 hrs Up to 13.25 days 900 mAh

Nokia N72
Key Features
 "Slide and shoot" print quality photos with 2 megapixel camera with up to 20x
zoom
 Dedicated music keys for access to digital music player
 Ambient light detector optimizes display brightness
 Transfer data with Bluetooth wireless connectivity or via USB 2.0
Operating Frequency
 EGSM 900/1800/1900 MHz
 Automatic switching between bands
Dimensions
 Volume: 95.4 cc
 Weight: 124 g
 Width: 53.3 mm
 Thickness (max): 21.8 mm

Display
 262,144 colors TFT QVGA 176 x 208 pixels display
 Active standby main services always on top
 Ambient light detector - used to optimize display brightness and power
consumption
User Interface
 S60 user interface 2nd Edition
 Dedicated Music keys for direct access to digital music player
Imaging
 Integrated 2 megapixel camera (1600 x 1200 pixels) with up to 20x digital zoom
and close-up mode
 Slide for lens protection and camera activation
 Integrated flash (operating range up to 1m)
 Flash modes: on, off, automatic
 Dedicated capture key
 Scenes: automatic, user defined, portrait, landscape, sport and night
 White balance: automatic, daylight, cloudy, tungsten, fluorescent
 Color tone: normal, sepia, black & white, negative
 Settings for brightness adjustment, image quality, self-timer, white balance and
color tones
 Advanced camera modes: still, sequence, video
 Video
o Video: play, record, stream
o Audio recording AAC
o Video clip up to 60 minutes (limited by available memory)
o File format .mp4 (high), .3gp (normal, MMS)
o Video capture: 352x288 (CIF) at up to 15 fps MPEG-4
 On device photo editor and video editors (manual & automatic)
 Home photo editing on compatible PC with Adobe Photoshop Album Starter
Edition
Multimedia
Visual Radio
RealPlayer Media Player
Played formats: AMR-NB, AMR-WB, AAC, RealAudio, RealVideo, H.263,
MPEG-4

Memory Functions
 Up to 512 MB* internal dynamic memory for contacts, text messages, multimedia
messages, ringing tones, images, video clips, calendar notes, to-do list and
applications
Messaging
 Multimedia messaging: MMS for creating, receiving, editing, and sending
videos and pictures with AMR voice clips
 Email: Supports SMTP, POP3 and IMAP4 protocols. Support for attachments
(view jpg, 3gp, mp3, ppt, doc, xls, pdf files)
distribution list
Connectivity
 Pop-Port™ interface with USB 2.0 full speed
 Bluetooth 2.0
 Local synchronization with PC using PC Suite
Browsing
 WAP* 2.0 xHTML/HTML multimode browser
Data Transfer*
 EGPRS, Class B, multislot class 10 (UL/DL = 118.4/236.8 kbps)
 Speech codecs supported: FR, EFR, and AMR
 Data transfer application for moving data from compatible old Nokia S60 device
over Bluetooth connectivity
Voice Features
 Voice dialing
 Voice commands
Power Management
Battery Talk time Standby time
BL-5C GSM: Up to 3.5 hrs GSM: Up to 240 hrs

Nokia N73
Key Features
 3.2 megapixel camera with Carl Zeiss optics
 Large, bright 2.4-inch display
 Advanced auto-focus and mechanical shutter
 Stereo FM and support for Visual Radio
 Download and stream videos with built-in RealPlayer
Operating Frequency
 Quadband EGSM 850 / 900 / 1800 / 190 MHz
 Dual mode WCDMA / GSM
 WCDMA 2100 MHz
Dimensions
 Weight: 116 g
 Length: 110 mm
 Width: 49 mm
 Thickness (max): 19 mm
Display

 Up to 262,144 colors, 2.4 inch QVGA 240 x 320 pixels display with automatic
brightness control
Imaging
 3.2 megapixel camera (2048 x 1536 pixels) with up to 20x digital zoom
 Camera Specifications
o CMOS sensor, 3.2 megapixel (2048 x 1536 pixels) with autofocus and
digital zoom up to 20x
o Carl Zeiss Optics, Tessar™ lens
o Focal length 5.6 mm
 Video
o Video: play, record, stream
o Audio recording AAC stereo
o Video stabilization
o Video clip up to 1.5h (limited by available memory)
o File format .mp4 (high), .3gp (normal, MMS)
Multimedia
 Visual Radio
 RealPlayer Media Player
 Digital music player for MP3/AAC/eAAC/eAAC+/WMA formats with playlist
and equalizer
 Integrated stereo speakers with 3D sound effect
Memory Functions
 Up to 42 MB* internal dynamic memory for contacts, text messages, multimedia
messages, ringing tones, images, video clips, calendar notes, to-do list and
applications
 Options to expand up to 2 GB with miniSD card
Messaging
 Multimedia messaging: MMS for creating, receiving, editing, and sending
videos and pictures with AMR voice clips
 Email: Supports SMTP, POP3, IMAP4, and APOP protocols. Support for
attachments (view jpeg, 3gp, MP3, .ppt, .doc, excel, and .pdf files)
distribution list
Java™ Applications
 Java™ MIDP 2.0, CLDC 1.1 (Connected Limited Device Configuration (J2ME))
 C++ and Java SDKs

Connectivity
 Pop-Port™ interface to USB 2.0
 Infrared (IR)
 Bluetooth 2.0
Browsing
 WAP* 2.0 xHTML/HTML multimode browser
Data Transfer*
 EGPRS, Class B, multislot class 11 (UL/DL = 118.4/236.8 kbps)
 WCDMA 2100 with simultaneous voice and packet data (PS max speed UL/DL=
128/384 kbps, CS max speed 64 kpbs)
 Dual transfer mode (DTM) support for simultaneous voice and packet data
connection in GSM/EDGE networks
 WCDMA packet data rates: UL 384kbps, DL 384kbps
 Circuit data to 64kbits/s for video call
 Speech codecs supported: FR, EFR, WCDMA, and GSM AMR
Voice Features
 Voice dialing
 Voice commands
Power Management
BP-6M WCDMA: Up to 3.7 hrs WCDMA: Up to 15 days

DATA COLLECTION
The task of data collection begins after a research. A problem has been defined and
research design/plan chalked out. While deciding about the method of data collection, the
researcher should keep in mind two types of data viz., primary and secondary.
The primary data is the one, which is collected fresh and for the first time and thus
happen to be original in character. The secondary data are those which have already been
collected by someone else and which have already been passed through the statistical
process. The methods of collecting primary data is that to be originally collected, while in
case of secondary data the nature of data collection work is merely that of compilation
COLLECTION OF PRIMARY DATA THROUGH
Customer
Retailer
COLLECTION OF SECONDARY DATA THROUGH
 Various publications
 Technical and trade journals
 Books, magazines
 Internet

MISSION STATEMENT, STRATEGY AND PURPOSES
OF NOKIA
Mission Statement
 Customer – To maintain customer confidence by continuing to provide quality
service specifically designed to meet their needs.
 Market – To be recognised as a market innovator in the mobile phone industry to
continuing to improve our business practise.
 Business – To ensure the team has a complete understanding of all Mobile
Network Internal Systems and Procedures and that each team member is
responsible for compliance with the Business Management System.
 Training – To develop on going training strategies to empower personnel with
skill levels essential for future company success.
 The Team – To create the best possible working environment, promoting career
enhancement and job security, encouraging trust in the company and loyalty to
the customer.
Marketing Strategy
Nokia’s corporate responsibility strategy is to engage, improve and be accountable.
They constantly measure and review their performance in economic, environmental and
social issues. They engage in stakeholder dialogue and form partnerships that serve the
areas they want to improve upon. They pursue focused and practical improvement
programs in relevant organizational or geographical areas as part of business operations -
this involves business planning, internal communications, training. They increase
accountability to stakeholders through reporting, and informative internal and external
communications activities.
What makes them unique is the way they do it. Based on the same approach that guides
the rest of their activity – ‘The Nokia Way’ - their corporate responsibility is developed
through logical steps, with much of the work concentrated inside the company, much of
the work built on existing programs, and many stages taken forward in parallel.
According to them it is essential to drive corporate responsibility through the
company-wide strategy process, support issue owners in building business cases for
ethical improvement and implementation, and increase accountability to both internal and
external stakeholders.
For them, corporate responsibility is an integral and continuous part of decision-making
in all parts of their business; taking responsibility for the consequence of their actions.
It’s a belief that by focusing on issues over which they have most influence and which

their stakeholders consider important, they will be able to mobilize more of company
resources, be more proactive, and ensure long-term programs.
The Nokia Strategy continues to focus on three activities to expand mobile
communications in terms of volume and value:
Expand mobile voice
Drive consumer multimedia
Bring extended mobility to enterprises
Expand Mobile Voice
We believe that many opportunities for growth exist in the mobile voice market, and we
intend to continue to focus on this area. In doing so, we aim to capitalize on our
demonstrated efficiency and skill in execution and demand-supply chain management,
and our history of innovation. The markets on which we intend to focus include markets
with low mobile subscription rates relative to the size of the population, geographic areas
where it is more cost-effective to build wireless infrastructure than fixed-line networks,
and heavily populated areas, where factors such as poor housing infrastructure or theft of
materials tilt the scales in favour of wireless solutions. We also intend to focus on
markets where the need for network capacity is growing as a result of mobile network
operators promoting the replacement of fixed networks with wireless.
Drive Consumer Mobile Multimedia
They intend to enter new product and service niches, which we expect will emerge as
technologies from diverse industries start to converge, especially in the area of consumer
multimedia. Our strategy is to explore, identify and extract revenue from the most
profitable and fastest growing segments of the consumer multimedia business and its
value chain by anticipating consumer needs in this area, and developing innovative
products and services. In the near term, we intend to focus on imaging and games, where
we have already introduced a number of products. Our strategy to drive consumer
multimedia will also involve leverage of our strong position in the consumer voice
market.
Bring Extended Mobility to Enterprise
We intend to capture profitable segments of the corporate market by offering products
and services that will benefit companies and individual business people alike, including a
diverse handset range as well as security and mobile connectivity solutions specifically
tailored for enterprise needs. As we do this, we intend to capitalize on companies' needs
for mobility and seamless mobile connectivity in their operations, and also expect to
collaborate with leading technology and systems integration partners.
Business Objective
Nokia’s business objective is to strengthen their position as a leading systems and
products provider. Their strategic intent, as the trusted brand, is to create personalized
communication technology that enables people to shape their own mobile world.
Nokia innovates technology to allow people to access Internet applications, devices and
services instantly, irrespective of time and place. Achieving interoperability of network
environments, terminals and mobile services is a key part of their objective.

They intend to capitalize on their leadership role by continuing to target and enter
segments of the communications market that they believe will experience rapid growth or
grow faster than the industry as a whole.
By expanding into these segments during the initial stages of their development, Nokia
has been established as one of the world's leading players in wireless communications
and significantly influenced the way in which voice and other services have been
transferred to a wireless, mobile environment.
As demand for wireless access to an increasing range of services accelerates, they plan to
lead the development and commercialisation of the higher capacity networks and systems
required to make wireless content more accessible and rewarding to the end user. In the
process, they plan to offer their customers unprecedented choice, speed and value.
In addition, they will continue to be active in IP convergence. Nokia has established
alliances with other service providers in order to make mobile access to services easier
for the end user.

AREAS OF FOCUS
To achieve their business objective, their strategy focuses on: being the preferred
provider of solutions for mobile communications; creating personalized communication
technology; driving open mobile architecture enabling a non-fragmented global mobile
services market; strengthening and leveraging Nokia, the trusted brand; and expanding
our business and market position on a global basis.
Mobile Communications—The aim is to position Nokia as the preferred provider of
products and solutions for mobile communications by providing leading
communications networks that enable end-to-end service delivery for both
cellular and broadband networks. They develop leading high-capacity cellular
networks, platforms and user applications for the mobile Internet, end-to-end
broadband access solutions and Professional Mobile Radio systems.
Personalized Technology—They want to strengthen their leadership position in
converging personal digital terminal solutions. They build on their core
competencies in various key areas, including design and product innovations,
brand development, and effective demand/supply network management, to
bring new product concepts and associated services to market.
Driving Open Mobile Architecture—Nokia’s key commitment is to create a global
and open mobile software and services market. They aim to achieve this through
strong partnering with customers, suppliers and industry participants, and solid
focus on end-to-end solutions in all their development activities.
Strengthening the Brand--According to a variety of consumer surveys, the Nokia
brand is associated with well-designed, high quality and technologically advanced
products and customer services that are also user-friendly. Having invested
considerable resources in establishing the Nokia name as the leading brand in
mobile communications, they intend to sustain and enhance the brand through
aggressive advertising, sponsorship and other marketing activities in all of their
principal markets. It’s a belief that the leading market position provides
significant opportunities for Nokia to better understand and respond to the usage
patterns of end users, and thus enhance the Nokia brand.
Expanding The Business-- For more than a decade, they have actively expanded
their business globally. They, therefore benefit from strong economies of scale
throughout the organization. Nokia’s strategy is to continue focused pursuit of
global business opportunities by cultivating a strong local presence in all growing
markets and pursuing partnering and acquisition opportunities in order to obtain
complementary technologies and market positions.

SWOT ANALYSIS OF NOKIA’S STRATEGY
There are various tools which can be employed to understand the effectiveness of a
company’s strategies. SWOT Analysis outlines the Strengths, Weaknesses,
Opportunities and Threats facing the operating strategy of a company.
Analysing the effectiveness of strategies, strength and weaknesses can be defined as
internal to an organisation. The businesses do not necessarily have to correct all its
weaknesses however, it should be able to retain its strengths. The key success factor for
operating in the targeted market depends on the external factor. ie. Opportunity. Nokia
has numerable opportunities to enlarge its market share, however, they could be faced
with a threat which could be challenge posed by an unfavourable trend or development
That may lead into absence of defensive marketing action and thus diminish sales and
profit.
SWOT ANALYSIS
STRENGTHS
Global Products and Image – Nokia is a global company. It not only sells its
products to 130 countries but also sets up research and development departments
in fifteen countries to produce its products in different culture and language
needs,e.g English, Dutch, German and Chinese.
High Quality Products – Nokia concerns about product quality which is the most
important factor to satisfy customer’s needs. Nokia adds more values by superior
quality or differentiated features to the market. Meanwhile, it also continuously
improves upon the existent markets.
Serving new designs and trends – Nokia launched a wireless game which by use of
sms, tv, print media, radio and internet provides clues to help players to solve a
mystery. This helps Nokia to attract customers to use its products.
Wide range of products – Nokia has the highest number of product line(more than 10
models) compared to its competitors Samsung, Ericsson, Motorola etc.
Product Warrantee Worldwide – No matter where Nokia’s customers are, if they
got a problem with their mobile phones, they can approach any of the Nokia’s
centres. Thus, ensuring a good customer service.

WEAKNESSES
 High Price – Nokia offers a good range of high quality products at high prices
Though the high prices may be justified in terms of the costs to the company but
this can act as a weakness in certain sections of the market e.g the middle-low
income group people. Demand is skyrocketing but the price pressure is high.
 New product developing problems – Although Nokia provided colour screen
mobile phones in September 2002,this was late as compared with its competitors
such as Sony Ericsson and Samsung. This acted as a weakness as the people had
already accepted the range introduced in the market and didn’t want to switch.
OPPORTUNITIES
 Joint venture in Technology – Nokia has joined with Hewlett Packard(HP)
Company in technology which has a very good reputation for many years. Nokia
thus, has a considerable opportunity to enlarge their market size into PC users
who prefer mobile phones compatible with PC device.
 Product launch continuously - Nokia uses Total Quality Management (TQM)
which mentions more about training worker program, and makes product of high
quality. All employees are well-trained and motivated and consecutively
production processes are also developed as well. Nokia has established Research
and Development department (R&D) which develops its product line into modern
modification as well quality as the existing products.
 New Software Market – As known, the amount of data traffic in mobile networks
is growing at a tremendous rate. People around the world are using new mobile
services, which are directly relevant to personal needs. Nokia has already added
value through MMS for Messaging and E-mail, Java for download any
applications and HTML especially for content search. So it may attract those
businessmen and teenagers who are interested in the new software market.
 Easy Availability - Many mobile phone retail stores, such as, the link, Phone4U
and Carphone warehouse, have spread across London in every street. And, of
course, every store have not missed the opportunity to choose Nokia as their
product line. Consequently, all the customers can be guaranteed that any damage
or loss of Mobile phone will be serviced through these retail shops.

THREATS
 Threats in PC Markets - Due to fierce competition in mobile phone market it has
caused new technology compatible with PC computer. Sony Ericsson specializes
on PC computer now. Sony applied their computer system into mobile phone as
well as PC computer on hand at the same time. Furthermore, nowadays people are
interested in advance of computer as similar as mobile phone market. In this sharp
competition, it is going to be harder for Nokia to grasp customers’ attention and
they will have to focus on outstanding imagination and creativity in their
marketing plans.
 Fluctuations in Euro exchange rates – Most of the European countries have
joined the European Union and thus because of the variedeconomic
conditions, the currency will fluctuate a lot finally effecting the profits of the
company.
Blurring of product boundaries – This implies new entrants in the same industry like
Sony, Motorola etc. who are producing almost the same product range as Nokia
and thus, there is a need to change their models.
Keeping in mind the weaknesses and threats, Dan Steinbock in an article called
the ‘Nokia revolution’ outlines the secrets behind the success of Nokia.
Apart from the SWOT analysis, the effectiveness of Nokia’s strategies can also be
analysed looking at the environment in which it operates.

PEST ANALYSIS
Nokia, is an international organisation which requires to focus on macro environmental
factors. Macro Environmental factors comprise Political, Economical, Society and
Technology, viz., PEST Analysis. In view of the different culture and different external
factors between different countries, Nokia has to adjust its strategic plan in order to
develop international market.
Political Factors
It is important of a company to acquire certain kind of policies from its government, such
as the economic policy, and science and technology policy. Finnish policies assist Nokia
to advance its products.
The Finnish policies are the most important factors behind Nokia’s success. To operate
efficiently, a modern knowledge- and technology-based economy that is highly
specialized, internationalized and undergoing rapid structural change requires active
support from the public sector. In its widest sense industrial policy and science and
technology (S&T) policy comprise all those measures by which the public sector shapes
the operating environment for business and thus fosters public welfare. Both policies
pursued by Finnish government and the Parliament are crucial for the development of
both, the Finnish Economy and of national information society.
General macroeconomic stability, low interest rates, stable currency conditions and the
international competitiveness of the tax system form the foundation for the growth of
business and improvement in employment. As the result of this, not only Finnish
Government but also international companies, such as Nokia, have to play very important
roles to develop their information society and national technology strength.
Economic Factors
According to the fact that Russian Federation was collapsed in early 1990s and it clashed
with Finnish economics. Nokia also faced problems, and changed its functions from
single market and overall products to global market and focusing mobile phone market.
During the first half of the year 2001, Nokia continued to perform strongly in the global
mobile communications market and was able to strengthen its leading market position.
However, the general economic slowdown in the US has recently shown signs of
extending to other regions and to the wireless telecommunications industry as a whole.
The slowdown could be a result of a general market deterioration - driven by economic
uncertainty, the ongoing technology transition and less aggressive marketing by the
operators.'
In a press release on June 12,2001 it was quoted that ‘Nokia saw slower market growth
affecting second quarter results and was to take up actions to expand leadership while
maintaining strong profitability’.
Nokia will continue to take determined actions in all areas of the business to align its
operations with the changing market conditions. Previously announced moves to increase
the company’s efficiency and competitiveness include operational changes to further
enhance customer focus in Nokia Networks.

While market deterioration has had an inevitable impact on Nokia's sales growth, their
products have remained strong, their market position has
strengthened and they have been able to find further efficiencies through tight control of
their own performance.
Nokia has countered changing market conditions by accelerating ongoing programs and
generating efficiencies and cost savings. This, in combination with the current financial
health and proven performance, should enable them to exit the current slowdown in a
stronger position than before.
Social
At Nokia, their whole business is based around communication and connecting people.
One of Nokia's aims is to make it as easy as possible for their people to be satisfied
working with them. Thus, it keeps various stakeholders interests in mind.
Nokia develops products and services that encourage communication and learning among
people and societies. They are using their strengths - connecting and communicating - to
help make a difference. It complements the core business and their vision to be involved
with the youth and education issues around the world, preparing young people for their
future.
The goal is to be a good corporate community member wherever they operate, as a
responsible and contributing member of society. Sharing in the belief that prevention is
better than cure, they take part in long-term projects aimed at helping young people to
create a firm foundation for themselves and to find their place in the world.
Technological Factors
In the 1980s, there was a trend towards microcomputers and Nokia tried to match this
tendency by producing its main products as computers, monitors and TV sets. Due to the
changes in 1990s, Nokia also changed its functions to mobile phone market. .
Sustainable development and environmental protection have various effects on the
operation of the innovation system. Innovation also creates new opportunities for
promoting sustainable development.
Nokia always improve their product line through Research and development process,
beside this Nokia also has multimedia compatible improvement with mobile at the same
time, such as, GPRS and WAP Service. Nokia has numerous technologies which can
satisfy those end-users need, such as, Bluetooth, Symbian, SYNCML, M2M, Wireless
LAN and Java. Nokia employed more than 17,000 people in R&D department over
fourteen countries worldwide. They also provided customers to choose the features and
service that they personally want and need. It means Nokia does not develop only their
product line, but they also improve their service process to provide the most appropriate
service to those customers efficiently.

STRATEGIC MANAGEMENT
This report outlines the mission statement, strategy and purposes of Nokia .It analyses the
impact of the external and internal influences on the business strategies of Nokia. It also
emphasises the strengths, weaknesses, opportunities and threats in context of Nokia’s
operating and marketing activities.
Nokia has established its leadership in the mobile phone market owing to its successful
marketing strategies and internal management. Nokia’s philosophy is to learn
continuously, to satisfy customers and to respect individual and pursue professionalism

SECRETS TO NOKIA’S STRATEGIC SUCCESS
One can analyze the secrets behind how an enigmatic Finnish Company got an edge over
the US and Asian giants to triumph as the global leader in mobile communications.
Bold Strategic Intent – While others debate and agonize over first –mover strategies,
Nokia rushes for new opportunities and products. Growing up as a small Finnish
Company with few resources and no incumbent privileges, Nokia is accustomed
to moving swiftly and decisively to claim its share of worldwide markets- from
infrastructure to handsets and software applications.
Innovation through Value Chain – Through technology, innovation and
segmentation, branding and design, Nokia makes innovation a top priority. Like
Proctor & Gamble, it has shrewdly filled the shelves with innovative new
products to dominate categories. Like Sony, it has used its umbrella brand to sell
new products and services and to create footholds in new markets. Unlike its
direct rivals (Motorola, Ericsson), Nokia’s innovation extends from technology
innovation to marketing activities.
Flat Organization – Prior to its worldwide expansion, Nokia extended the use of IT
throughout the company. As it became a process organization, it has shunned
hierarchies and bureaucracy. Even the senior executives have been rotated from
one work task to another. The organization chart looks hierarchic but teams and
networking reigns.
Entrepreneurial Spirit – Like the best Silicon startups, Nokia encourages
entrepreneurialism throughout the ranks and views failure as a learning
experience. Incentives, rewards and lifelong learning permeate the entire
company. Humility is taken seriously at Nokia as in the technology sector, the
arrogant of today are considered losers of tomorrow.
Collective leadership – Nokia relies on its executive board, with each member
bringing something unique
Global R & D Networks – Nokia’s R&D efforts reflect extensive collaboration with
vital research institutions worldwide. The company invests less in technology
development than its rivals, but often exploits new knowledge more efficiently.
Through technology coalitions it has managed to internalize new know-how while
neutralizing competitive threats.
Competition and Co-operation – By managing its corporate and government
relations with diplomacy and consideration, Nokia has been able to avoid high
profile and costly anti-trust actions and competition policy struggles. Instead of

trying to buy or crush potential rivals, Nokia works to cooperate with suppliers,
partners, clients, even direct competitors.
Customer Focus – The most enduring factor is Nokia’s ability and willingness to
listen to the customer –a fact apparent in its strategy, structure and resource
allocation and also in its products and services. Due to its foresight, Nokia can not
only finger at the pulse of the market – it often knows what the customer wants
even if the customer is not yet aware of this.

COMPETITORS PROFILING
SONY ERICSSON
Sony Ericsson Mobile Communications
Sony Ericsson is a joint venture established in 2001 by the Japanese consumer
electronics company Sony Corporation and the Swedish telecommunications company
Ericsson to make mobile phones. The stated reason for this venture is to combine Sony's
consumer electronics expertise with Ericsson's technological leadership in the
communications sector. Both companies have stopped making their own mobile phones.

The company's global management is based in Hammersmith, London, and it has
research & development teams in Sweden, Japan, China, Germany, the United States,
India, Pakistan and the United Kingdom.
While Sony Ericsson has been enjoying strong growth recently, its South Korean rival
LG Electronics overtook it in Q1 2008 due to the company's profits crashing significantly
by 43% to €133 million, sales falling by 8% and market share dropping from 9.4% to
7.9%, despite favourable conditions that the handset market is expected to grow by 10%
in 2008. The situation is getting worse as Sony Ericsson announced another profit
warning in June 2008[1]
, leading to wide fear that Sony Ericsson is on the verge of decline
along with its struggling rival, Motorola.
Sony Ericsson has approximately 8,000 employees worldwide. The company's current
President is as of November 1 Hideki Komiyama who has replaced Miles Flint, and the
Corporate Executive Vice President is Anders Runevad.
HISTORICAL BACKGROUND
Ericsson, which had been in the cellular phone market for decades, decided to divest this
business in 2001 following huge losses. Ericsson had decided to source on chips for its
phones from a single source, a Philips facility in New Mexico. In March 2000 a fire at the
Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (the
other major customer of the facility) that production would be delayed by less than a
week. When it became clear that production would actually be compromised for months,
Ericsson was faced with a serious shortage.

COMPARISION BETWEEN NOKIA N73, SAMSUNG D900, SONY ERICSSON
K800 CAMERA PHONE
The three contenders in this article are some of the hottest phones on the market. Each of
them has 3.2 megapixel autofocus camera.
Nokia N73 • Samsung D900 • Sony Ericsson K800

2005 Customer Satisfaction Survey
At Nokia, we are committed to listening carefully to the voice of our
customers so we can deliver innovative products and services of the highest
quality at competitive prices.
In June 2005, Nokia commissioned TNS, a global marketing information
firm to conduct its annual stakeholder management survey. The survey
collected input across a broad range of areas important to our customers 
from resellers to end users in the Americas, Europe & Africa, and Asia
Pacific.
Our goal was to identify, prioritize and facilitate action plans in areas of
needed quality improvement for Nokia customers.
This top-line analysis identifies areas for improvement initiatives
Actions planned or undertaken based on input from Nokia customers
surveyed will be identified and communicated in the near term.

2005 Customer Satisfaction Survey Strengths
Nokia Strengths included:
Seen as a mobility technology leader
Sales representatives’ knowledge of products and services
Reliable and dependable products that are easy to install/deploy
Services and Support
Strong Return Material Authorization process for advanced hardware
replacement
Low market resistance: positive word of mouth
Overall, high loyalty scores

Nokia aims to provide products and services which meet the needs of trade customers and
consumers. We research the views of both groups to understand where we are succeeding
and how we can do better.
Trade customers
We research trade customers’ views of Nokia through the Listening to Trade Customers
survey. This is carried out twice a year on our behalf by an independent research
company, and aims to reach executive and operational contacts in customers who account
for about 80% of Nokia’s revenue each year.
In 2007 we surveyed almost 1000 individuals, from nearly 400 customers in 80 countries.
The response rate was 75%.
The responses showed satisfaction with Nokia at the highest level since we began this
kind of survey in 1998. Comparison with others in our industry placed us in the top 10%
of telecommunications companies globally and ahead of key mobile competitors Sony
Ericsson, Samsung and Motorola.
Satisfaction varied by distribution channel, which also influenced geographical scores.
Distributors were most satisfied with Nokia, and Operator Groups were the most
demanding.
The research revealed the following Nokia strengths driving customer satisfaction:
 Diversity of product range
 Relationships with our account teams
 Logistics
Nokia Account Managers discussed the initial survey results with their teams and
customers, and then took action relevant to each account. We used the consolidated
feedback to understand where systematic improvements are needed. The main areas are
shown in the table, together with our plans for improvement.
Customer comment Our response
Logistics was perceived well overall We are acting in these areas to ensure

but there was potential for
improvement in the ability to meet
customization requirements and
product deliveries during product
ramp-up and launch
best availability in the industry to
consumers and to make Nokia our trade
customers’ preferred partner.
Relationships with our Account Teams
were considered very positively but
customers felt that Account Teams
could contribute more on sharing our
vision on industry & market evolution
We have changed the organisation to be
more customer and consumer focused
and added competencies needed to
understand and address individual
customer’s strategic drivers and
objectives.
Trading Terms need more tailoring
towards specific trade customers.
We are reviewing our trading terms to
meet the different needs of operators,
retailers and distributors in each
geographic area.
Repair time and problem resolution
require improvement
We are improving the care quality
process, focussing on improvements in
repair capacity planning and vendor
management
Consumers
Nokia Care provides support services to consumers through online, email and call center
services, supported by a network of authorized service centers. The support includes
basic product information, guides and demonstrations, discussion boards, software
updates, advice on specific issues, and warranty repairs. It also helps consumers to find
out where to recycle their old products.
We aim at getting a holistic picture of consumer experience by using different consumer
feedback channels, and respond with targeted improvement actions. The main feedback
channels include consumer satisfaction surveys, feedback through independent market
research companies and Nokia Care contacts.
Operators
Nokia continues to receive enquiries and assessment requests about social and
environmental performance from our operator customers. We respond to those requests
through our normal customer account management interface.

Reasons Why Nokia Rules the Mobile Phone Market
In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-
Ericsson and Motorola, Nokia really rules the mobile phone market all over the world
with nearly 40% of the market share with no close competitors. Nokia is certainly the
king when it comes to brand value, service and experience. The Finnish mobile giant is
clearly No. 1 choice in South East Asia including India and China. How they could reach
the top position?
1. Call Quality
Nokia is known for its circuitry to handle the RF Reception and providing the best call
reception quality. You won’t see users complaining much about the noise or the
disturbances within Nokia phones unless its a problem of the telecom service
provider. So, the primary objective of a mobile phone i.e. to serve us with better and
clearer sound when we talk , is served by Nokia perfectly. And if you are a person
who is accustomed to other mobile phone manufacturers, then you know that even
Apple iPhone and Sony Ericsson are guilty of it.

2. Hardware
You can be assured of the
quality that Nokia provides in your phone hardware. The circuits are far more
durable and reliable than any of the other mobile phone available in the market. I
am using a single Nokia phone for 6 years and I had to take it to the service centre
only once during this period for a trivial problem. That speaks for the truth I am
talking about.
3. Battery
The Battery life of Nokia mobile phones is longer than many other cellphones
available in the market. People who talk a lot prefer Nokia than any other brands.
They always know that the battery will not run out in the middle of the call. iPhone
has had this problem with battery life in the past and that hasn’t been solved yet.
Nokia leaves others miles behind when we consider the longevity of the battery.

4. Robustness
Everyone knows that Nokia mobiles are truly rock solid. I want to share my
experience with respect to this. I dropped my Nokia the very next day I bought it. I
dropped it on the staircase and it bounced to nearly 12 steps down. My heart
pumped out with the fear of losing the phone on the second day. But what I found
when I reached downstairs is that the phone is fully functional and it only had a few
scratch in its body. Since then, it slipped off my hand many a times but it did not
refuse to function. Thanks to Nokia for making such rugged phones. It would really
be the worst thing if I had to take my phone to service centre or had to buy a new
one every time I dropped my phone.
5. Wide Product Range
Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available
for every consumer groups, starting from simple and durable phones for the low
income groups and high-end phones for those who can afford to spend money. So
regardless of you being a corporate honcho or a fresher into the world of economy,
Nokia has something for you. The sheer range of products is enviable and at the
same time the success mantra of Nokia’s dominance.
6. Customer Service
The Customer Care of Nokia which they call the Nokia Care, handles the complaints
very efficiently satisfying their customers. I had a problem with the display of my
Nokia Phone. I took it to the Nokia Care and they very quickly fixed it and gave it
back. Its just the trust they implement on the customer’s mind, is really appreciable.

Hope you remember the battery bursting incidents of Nokia mobile phones in India.
The BL-5C battery, which was the culprit in this case, was promptly replaced with no
questions asked. They also helped people with a temporary site to go and put their
unique manufacturing id and see if they needed to change the battery or not. Believe
me, the call wasn’t that easy keeping in mind the number of battery parts they had
to change.
7. Reliability
Nokia really has become a brand that people can trust upon. The error rates or crash
rates of Nokia phones are very low. It will not dump you when you need this phone.
And petty may this be but still, Nokia has this trust thing going in favour of it. People
can blindly trust Nokia in Asian Countries. and not to mention, Nokia has deservingly
earned this place.
8. Price
The price tags of every Nokia mobile phone is very reasonable. I mean, I can still get
a GSM mobile phone for as less as Rs. 1200 in India with all the basic features and
that will last long enough to pay me back with my dues.
9. Experience
Nokia is the largest cellphone manufacturer in the world with about 40% of market
share with its competitors nowhere near its sales volume. They know the world of
mobile phone more than any other. They have ages of experience, hundreds of
success stories and dozens of smart handsets in current portfolio. That helps them to
evolve and thereby nourish our needs.

10. Marketing Strategy
One of the main reasons behind the success of their mobile phones is their
marketing strategy. The main source of earning is the popularity of their phones in
the Asian market. China is making phone designs/softwares specific for the region.
For instance, since many rural Chinese aren’t familiar with the romanized
transliteration system that most cell phones use to input Chinese for text messages,
Nokia developed two phones with software that lets them write characters with a
stylus. And for India, Nokia launched two India-specific models, which included a
flashlight, dust cover, and slip-free grip (handy during India’s scorching, sweaty
summers). They also included some softwares in several regional languages which
made Nokia a success.

MARKET SURVEY
OF
CONSUMER PREFERENCES

43% of the respondents said that it was their own decision to purchase their handset,
while 27.5% of the respondents were influenced by their friends and relatives to purchase
that handset. Sales executive of the showroom, television could influence only 12.8%,
13.3% respectively. Other factors such as gifts could account for only 3.5% of the sales.
Own decision
Friends and
relatives
sales executive
of the showroom
Television/Print
ads
any other
Who was the main influencer while purchasing the mobile
phone?
Q1) Who was the main influencer while purchasing the mobile phone?
172 43.0 43.0 43.0
110 27.5 27.5 70.5
51 12.8 12.8 83.3
53 13.3 13.3 96.5
14 3.5 3.5 100.0
400 100.0 100.0
Own decision
Friends and relatives
sales executive of
the showroom
Television/Print ads
any other
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent

Q2) Rank the following brands in order of your preference _NOKIA
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
176 44.0 44.0 44.0
highe
r
125 31.3 31.3 75.3
high 55 13.8 13.8 89.0
neutr
al
21 5.3 5.3 94.3
low 6 1.5 1.5 95.8
least 17 4.3 4.3 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
Rank the following brands in order of
your preference _NOKIA
44% of the respondents opted for Nokia to be their most preferred brand while 4.3 % of
them rated Nokia to be their least preferred brand

Q3)Rank the following brands in order of your preference _SAMSUNG
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
121 30.3 30.3 30.3
highe
r
134 33.5 33.5 63.8
high 50 12.5 12.5 76.3
neutr
al
71 17.8 17.8 94.0
low 18 4.5 4.5 98.5
least 6 1.5 1.5 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
Rank the following brands in order
of your preference _SAMSUNG
30% of the respondents opted for Samsung to be their most preferred brand while 1.5 %
of them rated Samsung to be their least preferred brand.

Q4)Rank the following brands in order of your preference _LG
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
13 3.3 3.3 3.3
highe
r
26 6.5 6.5 9.8
high 143 35.8 35.8 45.5
neutr
al
82 20.5 20.5 66.0
low 80 20.0 20.0 86.0
least 56 14.0 14.0 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
of your preference _LG
3.3% of the respondents opted for LG to be their most preferred brand while 14% of them
rated it be their least preferred brand.

Q5)Rank the following brands in order of your preference
PANASONIC
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
9 2.3 2.3 2.3
highe
r
14 3.5 3.5 5.8
high 27 6.8 6.8 12.5
neutr
al
96 24.0 24.0 36.5
low 109 27.3 27.3 63.8
least 145 36.3 36.3 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
of your preference _PANASONIC
2.3% of the respondents opted for Panasonic to be their most preferred brand while
36.3% of them rated it to be their least preferred brand.

Q6)Rank the following brands in order of your preference
_MOTOROLA
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
33 8.3 8.3 8.3
highe
r
34 8.5 8.5 16.8
high 51 12.8 12.8 29.5
neutr
al
99 24.8 24.8 54.3
low 98 24.5 24.5 78.8
least 85 21.3 21.3 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
of your preference _MOTOROLA
8.3% of the respondents opted for Motorola to be their most preferred brand while 21.3%
of them rated it to be their least preferred brand.

Q7)Rank the following brands in order of your preference _SONY
ERICSSON
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid highe
st
46 11.5 11.5 11.5
highe
r
71 17.8 17.8 29.3
high 71 17.8 17.8 47.0
neutr
al
30 7.5 7.5 54.5
low 93 23.3 23.3 77.8
least 89 22.3 22.3 100.0
Total 400 100.0 100.0
highest
higher
high
neutral
low
least
Rank the following brands in order of
your preference _SONY ERICSSON
11.5% of the respondents opted for Sony Ericsson to be their most preferred brand while
22.3% of them rated it to be their least preferred brand.

Q8) What is your main reason for having a mobile phone? _Just
making and receiving calls
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid least
likely
8 2.0 2.0 2.0
somewh
at likely
10 2.5 2.5 4.5
more
likely
22 5.5 5.5 10.0
very
likely
87 21.8 21.8 31.8
most
likely
273 68.3 68.3 100.0
Total 400 100.0 100.0
A whopping 68.3% of the respondents says that making and receiving calls is the main
reason for them for having a mobile phone while a mere 2% of the respondents voted it to
be least likely.
least likely
somewhat
likely
more likely
very likely
most likely
What is your main reason for having a mobile
phone?_Just making and receiving calls

Q9)What is your main reason for having a mobile phone?_It's a
status symbol
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid least
likely
72 18.0 18.0 18.0
somewh
at likely
28 7.0 7.0 25.0
more
likely
43 10.8 10.8 35.8
very
likely
108 27.0 27.0 62.8
most
likely
149 37.3 37.3 100.0
Total 400 100.0 100.0
Having a mobile phone is a status symbol for almost 37.3% of the respondents while 18%
of them do not consider it as a status symbol. The rest of them are somewhat confused
and their responses are shown by the above table and pie chart.
least likely
somewhat
likely
more likely
very likely
most likely
What is your main reason for having a
mobile phone?_It's a status symbol

Q10)What is your main reason for having a mobile phone? _Inclined
towards sms and other features like camera, fm, etc.
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid least
likely
44 11.0 11.0 11.0
somewh
at likely
34 8.5 8.5 19.5
more
likely
72 18.0 18.0 37.5
very
likely
72 18.0 18.0 55.5
most
likely
178 44.5 44.5 100.0
Total 400 100.0 100.0
44.5% of the respondents also say that the reason for their keeping the mobile that they
are inclined towards sms, camera, radio, etc, while 11% of them are least affected by
such features.
least likely
somewhat
likely
more likely
very likely
most likely
What is your main reason for having a mobile
phone?_Inclined towards sms and other ...

Q11)What is your main reason for having a mobile phone?_A
combination of all or some of the above reasons
Freque
ncy Percent
Valid
Percent
Cumulati
ve
Percent
Valid least
likely
23 5.8 5.8 5.8
somewh
at likely
12 3.0 3.0 8.8
more
likely
40 10.0 10.0 18.8
very
likely
120 30.0 30.0 48.8
most
likely
205 51.3 51.3 100.0
Total 400 100.0 100.0
51% of the respondents say that a combination of all or some of the above mentioned
factors is their reason to have the mobile phone, while 5.8% of them are not affected by
such factors.
least likely
somewhat
likely
more likely
very likely
most likely
What is your main reason for having a
mobile phone?_A combination of all or
some of the above reasons

Descriptive Statistics
N Sum Mean
What is your main
reason for having
a mobile
phone?_Just
making and
receiving calls
400 1807 4.52
What is your main
reason for having
a mobile
phone?_It's a
status symbol
400 1434 3.58
What is your main
reason for having
a mobile
phone?_Inclined
towards sms and
other features like
camera, fm, etc.
400 1506 3.76
What is your main
reason for having
a mobile phone?_A
combination of all
or some of the
above reasons
400 1672 4.18
Valid N (list wise) 400
The above table shows the means of responses for all the four options. Thus Just making
and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), thereby showing that it
is one the most important reason to own a handset. Then mobile phone being a status
symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian
Consumers. Similarly, having a mobile for other features as sms, camera, fm, etc could
score only 3.76 thus showing that its not the main reason of having a mobile. A
combination of all the above reasons scores a good 4.18 mean thus showing the
inclination of the consumers towards all the above reasons.

RECOMMENDATIONS
Nokia can do an excellent job to make the mobile phone easy to use. In order to maintain
the leader position of mobile phone market, the company should closely focus on the
tendency of marketing development.
It would be good for Nokia to make out specialized products for enterprise markets.
These specialized products’ functions would be to make the connection more quickly and
handily than before. The enterprises could involve big companies, hospitals, government
organizations etc.
Some advantages attached to this approach are:
1. The group market is a long run market. The enterprise wouldn’t change these
products easily and they may require updating after a period of time.
2. This group market may get further marginal profits than the individual market and
the rate of return over cost will be improved as well this is because the
competitors will be less in the group market than the individual market.
Analyzing the current business situation, Nokia needs to :
 Differentiate its products capability between the old and new category.
 Enhance its products with computer IT compatible, focusing on new technology
users.
 Maintain its price reasonable.
 Follow, practise and promote its environment policies.
It is also essential to treat the services and the products as equally important. The
provision of a service can be attractive in itself. Developing a good understanding of how
your products and services will be used and how they will change is important. Operators
may well find themselves positioning R&D as a means to promote the use of bandwidth
and focusing on service creation.
While remaining flexible and alert to change, a company should build on standards. In a
world where services will be delivered across a variety of components, one needs their
component to ‘fit in.’

OTHER RECOMMENDATIONS
1. Nokia has to control market skimming as it negatively attacks the brand
2. Nokia is the market leader and it should try to increase the growth rate as it had
become flatter in 2007.
3. Nokia should be innovative on style and looks frint of the cell phones as it has
recently sprung up in the present in order to attract youth.
4. High end mobile phones from Nokia have a hanging problem they must be tweaked
to perform as desired.
5. The price of Nokia cellphones is high as compared to the grown up twins available
so the buyer is unable to buy the latest available.
6. Nokia should work on a phone for the masses as it has a lot of scope, just like bird
and motorola did.
7. The infrared present on the low end phones of nokia lack compatibility with the non0
nokia phones.
8. Nokia should work upon their combination of price and features in an instrument.
9. The user interface present in both brands of phones are each of a type and are
acceptable by the users.

CONCLUSION
The findings of the research I found that nokia is the market leader in the mobile phone
industry in india. Nokia has storng brand image to influence and create large customer
base. Nokia should Launch new mobile phones that are an optimum balance between
price and features Strengths and opportunities of Nokia suggest that high quality,
advanced technology, worldwide service and continuous new products are the essential
factors for Nokia’s product development.
Nokia concerns on its enterprise culture. In the company the relationship between
individuals is mutual trust, fair and openness. Nokia makes courses to train its employees
regularly which will assist Nokia in achieving its higher goal.

BIBLIOGRAPHY
 Merriden, Trevor, (2005),’Business The Nokia Way’.
 Johnson Gerry and Scholes Kevan, Exploring Corporate Strategy,6th
edition, Prentice
Hall London,New York.
 Porter Michael E, Competitive Strategy –Techniques for analysing industries and
competitors(1980),MacMillan publishing Co. New York.
 http://www.news.bbc.co.uk/1/hi/sci/tech/1723738.stm
 http://www.amanet.org/books/catalog/081440636x_history.htm
 http://www.nokia.com
 http://reinholm.com/strategic%20management.htm

QUESTIONNAIRE
Q1. Which mobile brand you would prefer to buy?
1. Nokia
2. Samsung
3. Motorola
4. LG
5. Spice
6. Sony Ericsson
Q2. Rate the following brands based on your perception on the mentioned criteria
on a scale of 1-6 where,
1= Below Average 2=Average 3= Satisfactory
4= Good 5= Very good 6= Excellent
Criteria Nokia Sony
Ericsson
Motorola Others LG, Spice,
Reliance.
Maintenance
Durability
Style/ Design
Color
Size
Price
Availability
Lightweight
Comfort

Discount
Q3. How often do you purchase mobiles?
1. ⁭ Every two months
2. ⁭ 2-4 months
3. ⁭ 4-6 months
4. ⁭ Any time of the year
Q4. For what all purposes do you normally buy mobiles?
(Please specify)__________________
Q5. Where did you come to know about Nokia?
1. ⁭ Word of mouth
2. ⁭ Print Media
3. ⁭ Electronic media
4. ⁭ Retailers Recommendation
Q6. When do you go for new mobiles?
1. ⁭ When old one is worn out
2. ⁭ For change
3. ⁭ Seek variety and range of mobiles
4. ⁭ Special occasions
Q7. Who influences your buying decision?
1. ⁭ Friends
2. ⁭ Trends
3. ⁭ Family
4. ⁭ Myself

5. ⁭ Salesman
Q8. From where do you like to purchase your mobiles?
1. ⁭ Multi-branded outlet
2. ⁭ Exclusive showroom
3. ⁭ Any other, please specify_____________
Q9. If in a multi-branded outlet, if your brand is not available, do you go for other
brand?
Q10. Have you ever used Nokia? What is your opinion about it?
Name: __________________
Phn No: ____________________
1. Occupation:
⁭ Service ⁭ Business
⁭ Graduate Professional ⁭
⁭ Student ⁭ others, please
specify________________
Monthly Income:
⁭ Less than 10000 ⁭ 10000-15000

⁭15000-20000 ⁭ above 20000

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