niranjan nokia

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INDEX

SR NO. TOPICS PAGE

NO.

I) DECLARATION

II) ACKNOWLEDGEMENT

III) INTRODUCTION TO PROJECT

1) CHAPTER 1-INTRODUCTION

2) CHAPTER 2- PROFILE OF NOKIA LTD

3) CHAPTER 3- MARKETING & MARKETING

STRATEGIES

4) CHATER 4-MARKET SEGMENTATION

5) CHAPTER 5-CONCLUSION

6) RECOMMENDATIONS

7) BIBLIOGRAPHY

8) ANNEXURE

INTRODUCTION TO THE PROJECT


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TITLE OF THE PROJECT

OBJECTIVES OF THE STUDY

SCOPE OF THE PROJECT

METHODOLOGY

LIMITATION OF THE STUDY

Introduction to Project:-


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This Project deals with Various Marketing Strategies used in Mobile

Industries. This Project mainly focuses on Various Strategies that are been

used by Nokia Co Ltd in the Market.

Tit le of the Study : -

The present study is titled as,

A PROJECT REPORT ON ROLE OF VARIOUS MARKETING

STRATEGIES USED IN MOBILE INDUSTRIES

The study is made with special reference to

NOKIA PRIORITY DEALER SHOP (THANE-W)

Period of the Study : -

The period of the present study from 2004 to 2006

Data and Methodology : -

For the purpose of the present study, both primary data

and secondary data were used. Primary data is collected by

visiting NOKIA PRIORITY DEALER SHOP [Thane (West) Branch]

Secondary data are collected from Books, Internet, and Magazines

Objective of the Study : -

The objectives of the present study are:-


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1) To get the better view of Various Marketing Strategies used in Mobile

Companies

2) To know the facilities provided by Nokia Company to its Customers

3) To know the special schemes designed by the Nokia Company &

especially for the benefit of the Customers.

Limitat ions of Study : -

1) The study is based on the information provided by Nokias Mobile

Strategy

2) The present study suffers from all the limitations of

case study method.

INTRODUCTION


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The company I have chosen to analyse in my project is the Finnish mobile

phone giant NOKIA. This Chapter tells us briefly what Nokia actually is, its

company structure and overall view on the size and sales of the company &

also the Various Marketing Strategies followed by them.

Since January 2004, Nokia Group has consisted of four different business

groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. In

addition, there are two horizontal groups that support the mobile device

business groups: Customer and Market Operations and Technology

Platforms.2 In the year 2004 Nokias net sales for mobile phones were 18

507 million euro, which went down 12% from 2003. Nokias market areas

were Europe/Africa/Middle East (55% of net sales), Asian Pacific and

China (25%) and Americas (20%). Nokias market share in Europe was

45.8% in 2003, in 2004 it was 34.8% and in the third quarter of 2005 it was

36%.3 The average number of personnel for 2004 was 53 511. At the end

of 2004, Nokia employed 55 505 people worldwide. In 2004, Nokias

personnel increased by a total of 4 146 employees. Nokias turnover for thethird quarter of 2005 was 8403 million euro from which mobile phones

brought in 62%, multimedia 17%, Enterprise solutions 2% and Networks

9%. The year 2004 was demanding for Nokia. In response, the company

set five top priorities in the areas of customer relations, product offering,

R&D efficiency, demand-supply management and the companys ability to

offer end-to-end solutions. Nokia is making good progress in these areas,

and is now better positioned to meet future challenges.


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COMPANY PROFILE

Nokia's history started in year 1865, when engineer Fredrik Idestam

established a wood-pulp mill in Southern Finland and started manufacturing

paper. Due to the European industrialization and the growing consumption

of paper and cardboard Nokia soon became successful. In 1895 Fredrik

Idestam handed over the reins of the company to his son-in-law. Nokia was

actually founded in 1965 by Fredrik Idestam in Finland as a paper

manufacturing company. In 1920, Finnish Rubber Works became a part of

the company, and later on in 1922, Finnish Cable Works joined them. All

the three companies were merged in 1967 to form the Nokia Group. Nokia

created the NMT mobile phone standard in 1981 and launched the first

NMT phone, Mobira Cityman, in 1987. The company delivered the first

GSM network to Radkilinia, a Finnish company in 1991, and in 1992, Nokia

1011 - a precursor for all Nokias current GSM phones - was introduced. In

the 1990s, Nokia provided GSM services to 90 operators across the world.

Another significant move of the company during this period was the

divestment of its non-core operations like IT. The company focused on twocore businesses - mobile phones and telecommunications networks. In the

1990s, Nokia provided GSM services to 90 operators across the world.

Another significant move of the company during this period was the

divestment of its non-core operations like IT. The company focused on two


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core businesses - mobile phones and telecommunications networks.

Nokia's history contains many achievements that were the first of their kind

in the world. Many milestones have been experienced in the mobile phone

business since the 80s. The success with the NMT and GSM technologies

and the products they spawned secured Nokia's position as the world's

leading telecommunications company. The list of Nokia's milestones

provided a good insight in the history of wireless communications. Nokia

has been involved in making the world's first NMT network and the world's

first pocket-sized mobile phone. The world's first device to use the Symbian

OS was also produced by Nokia. Nokia was able to offer advanced

products from the beginning of the 90s. Early investments in R&D were

thus handsomely rewarded.

Nokia ensured its continued growth by reforming its production in the

middle of the 90s. The new phone models and standardized technical

solutions made it possible to produce an increasingly extensive product

range more effectively. The extensive range of mobile phone models,

covering all user groups, is one of the reasons why Nokia became the

market leader.


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INTRODUCTION TO MARKETING

"Marketing is the process of planning and executing the conception, pricing,promotion, and distribution of ideas, goods, services, organizations, and

events to create and maintain relationships that will satisfy individual and

organizational objectives." The new definition of marketing, as released by

the American Marketing Association is:-

Marketing is an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managingcustomer relationships in ways that benefit the organization and its

stakeholders.

"Marketing is a social and managerial process by which individuals and

groups obtain what they need and want through creating and exchanging

products and value with others." (Kotler & Armstrong 1987)

The Mission of marketing is satisfying customer needs. That takes place

in a social context. In developed societies marketing is needed in order to

satisfy the needs of society's members. Industry is the tool of society to

produce products for the satisfaction of needs.

Marketing is one of the most important functions in business. It is the

discipline required to understand customers' needs and the benefits they

seek. Academics do not have one commonly agreed upon definition. Even

after a better part of a century the debate continues. In a nutshell it consists

of the social and managerial processes by which products (goods or

services) and value are exchanged in order to fulfill the needs and wants of


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individuals or groups. Although many people seem to think that "Marketing"

and "Advertising" are synonymous, they are not. Advertising is simply one

of the many processes that together constitute Marketing.


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FUNCTIONS OF MARKETING:-

Market research

Advertising and sales promotion

Public Relations

Selling

Servicing

Methods of payment and credit

Advantages

identifies needs and wants of consumers

determines demand for product

aids in design of products that fulfill consumers needs

outlines measures for generating the cash for daily operation, to

repay debts and to turn a profit

identifies competitors and analyzes your product's or firm's

competitive advantage

identifies new product areas

identifies new and/or potential customers

allows for test to see if strategies are giving the desired results


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Disadvantages

identifies weaknesses in your business skills

leads to faulty marketing decisions based on improperly analyzed

data

creates unrealistic financial projections if information is interpreted

incorrectly

identifies weaknesses in your overall business plan

Levels of Marketing

Strategic Marketing attempts to determine how an organization competes

against its competition in a market place. In particular, it aims at generating

a competitive advantage relative to its competition.

Operational Marketing executes marketing functions to attract and keep

customers and to maximize the value derived from them, as well as to

satisfy the customer with prompt services and meeting the customerexpectations. Operational Marketing includes the determination of the

marketing mix.

The Social Function of Marketing

In modern society production and consumption are apart from each other.

Marketing connects them. From the societal point of view, marketing is a

philosophy which shows how to create effective production systems and

consequently prosperity.


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Business is a subsystem of society, which has both a social and an

economic role. Thus, a company must operate in a way that will make

possible the production of benefits for society and, at the same time,

produce profits for the company itself. (Davis, K. et al. 1980) The role of

marketing in society means also responsibilities. In addition to economic

and social responsibility, ecological responsibility is nowadays emphasized.

According to some definitions, environmental responsibility is part of social

responsibility. Improvement of marketing is related to the changing

emphases of economic, social and environmental responsibility.

Goodpaster and Matthews (1982) analyse three patterns of

Thought which can be distinguished for a company's social responsibility:

1. The invisible hand; 2. The hand of government; and 3. The hand of

management.

1. The invisible hand view (promoted by e.g. Milton Friedman) concludes

that the only social responsibilities of business organizations are to make

profits and to obey laws. Free and competitive market-place will ensure the

moral behaviour of companies. The common good is best served when

individuals and organizations pursue competitive advantage.

2. The hand of government view (promoted by e.g. John Kenneth

Galbraith) concludes that companies are to pursue rational and purely

economic objectives. It is the regulatory hand of the law and politicalprocess which guides these objectives towards common good.

3. The hand of management view (presented by Goodpaster & Matthews)

would put the responsibility of a company's actions into the hands of the


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company itself. It is concluded that the moral responsibilities of an

individual may be projected into an organization, and that the concepts of

an individual's responsibility and a company's responsibility are largely

parallel. Therefore, organizations should be no less or no more responsible

than ordinary persons.

The Traditional and Integrated Functions of Marketing

Traditionally, marketing has been seen as a link between production and

customer. The situation could be captured better by using the term selling.

Selling is associated to the so- called "Production and Sales Eras ofMarketing". Slogans: "Make what you can make" and "Get rid of what you

have made" describe the traditional view of marketing/selling.

The following figure shows the role of traditionally oriented marketing in

(traditionally oriented) management.

Marketing was born out of a need to take better into consideration the

demand factors in production planning. The function of marketing is to

channel information of consumer needs to the production and satisfaction

of needs to consumers. The basic power of marketing is the aspiration to

produce and sell only that kind of products which have demand. Marketing

integrates the whole company to serve this demand. Marketing aims at

effective production systems, where information is transmitted effectively

between production and consumption.


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Market Segmentation

Market segmentation is one of two general approaches to marketing; the

other is mass-marketing. In the mass-marketing approach, businesses look

at the total market as though all of its parts were the same and market

accordingly. In the market-segmentation approach, the total market is

viewed as being made up of several smaller segments, each different from

the other. This approach enables businesses to identify one or more

appealing segments to which they can profitably target their products and

marketing efforts.

The Market-Segmentation process involves multiple steps. The first is to

define the market in terms of the product's end users and their needs. The

second is to divide the market into groups on the basis of their

characteristics and buying behaviors.

Possible bases for dividing a total market are different for consumer

markets than for industrial markets. The most common elements used to

separate consumer markets are demographic factors, characteristics,

geographic location, and perceived product benefits.

Demographic Segmentation involves dividing the market on the basis of

statistical differences in personal characteristics, such as age, gender,

race, income, life stage, occupation, and education level. Clothing

manufacturers, for example, segment on the basis of age groups such as

teenagers, young adults, and mature adults. Jewelers use gender to divide

markets. Cosmetics and hair care companies may use race as a factor;

home builders, life stage; professional periodicals, occupation; and so on.

Psychographic Segmentation is based on traits, attitudes, interests, or

lifestyles of potential customer groups. Companies marketing new


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products, for instance, seek to identify customer groups that are positively

disposed to new ideas. Firms marketing environmentally friendly products

would single out segments with environmental concerns. Some financial

institutions attempt to isolate and tap into groups with a strong interest in

supporting their college, favorite sports team, or professional organization

through logoed credit cards. Similarly, marketers of low-fat or low-calorie

products try to identify and match their products with portions of the market

that are health-or weight-conscious.

Geographic Segmentation entails dividing the market on the basis of where

people live. Divisions may be in terms of neighborhoods, cities, counties,

states, regions, or even countries. Considerations related to geographic

grouping may include the makeup of the areas, that is, urban, suburban, or

rural; size of the area; climate; or population. For example, manufacturers

of snow-removal equipment focus on identifying potential user segments in

areas of heavy snow accumulation. Because many retail chains are

dependent on high-volume traffic, they search for, and will only locate in,

areas with a certain number of people per square mile.

Product Benefit Segmentation is based on the perceived value or

advantage consumers receive from a good or service over alternatives.

Thus, markets can be partitioned in terms of the quality, performance,

image, service, special features, or other benefits prospective consumers

seek. Wide spectrums of businessesfrom camera to mobile Marketers

rely on this type of segmentation to match up with customers. Many

companies even market similar products of different grades or different

accompanying services to different groups on the basis of product-benefit

preference.


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Factors used to segment industrial markets are grouped along different

lines than those used for consumer markets. Some are very different; some

are similar. Industrial markets are often divided on the basis of

organizational variables, such as type of business, company size,

geographic location, or technological base. In other instances, they are

segmented along operational lines such as products made or sold, related

processes used, volume used, or end-user applications. In still other

instances, differences in purchase practices provide the segmentation

base. These differences include centralized versus decentralized

purchasing; policy regarding number of vendors; buyer-seller relationships;

and similarity of quality, service, or availability needs.

Although demographic, geographic, and organizational differences enable

marketers to narrow their opportunities, they rarely provide enough specific

information to make a decision on dividing the market. Psychographic data,

operational lines, and, in particular, perceived consumer benefits and

preferred business practices are better at pinpointing buyer groupingsbut

they must be considered against the broader background. Thus, the key is

to gather information on and consider all segmentation bases before

making a decision.

Once potential market segments are identified, the third step in the process

is to reduce the pool to those that are (1) large enough to be worth

pursuing, (2) potentially profitable, (3) reachable, and (4) likely to be

responsive. The fourth step is to zero in on one or more segments that are

the best targets for the company's product(s) or capacity to expand. After

the selection is made, the business can then design a separate marketing

mix for each market segment to be targeted.


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Adopting a market-segmentation approach can benefit a company in

several specific areas. First, it can give customer-driven direction to the

management of current products. Second, it can result in more efficient use

of marketing resources. Third, it can help identify new opportunities for

growth and expansion. At the same time, it can bring a company the broad

benefit of a competitive advantage.

MARKET SEGMENTATION FOR NOKIA:

The decibel levels in the cellular market are increasing with service

providers stepping on the gas. Not to be left behind, handset manufacturers

are using precise segmentation to carve up their share. Divide and rule

seems to be working!

According to a report published in May 2011, the all-India cellular

subscriber figures stand at 38,71,514. With aggressive marketing by

service providers, this figure is expected to increase at a very rapid rate. If

current decibel levels in the market are anything to go by, these

expectations are well on the way to being met. However, amidst this entire

melee one cannot ignore the efforts of the handset manufacturers. Both

service providers and handset manufacturers have been complementing

each other well with each fuelling the demand for the other.

Industry observers attribute the success of handset manufacturers to

shrewd market segmentation. The big three of the mobile handset market -

Nokia, Ericsson and Motorola, have studied the market and segmented it

precisely.


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SEGMENTATION OF NOKIA AND SEGMENTATION MODEL

FOLLOWED BY COMPETITORS

Connecting people!

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

four segments:

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

'Hi-Fliers', corporate executives who use a mobile phone to increase

productivity at work. Aged between 25-45, the segment looks for data

transmission and other business-related features. In most cases, the

company sponsors the handset; hence price is not a major consideration.

* Trendsetters: In any technology adoption cycle, the first segment to adopt

an emerging technology is dubbed as 'the early adopters'. For Nokia, these

early adopters are 'Trendsetters' who are most receptive to advanced

models. This was the segment at which WAP-enabled models were aimed.

* Social contact: The third segment for Nokia is the upwardly mobile,

socially-conscious segment that uses a mobile to stay in touch. Today's

youth and affluent housewives constitute two major chunks of the segment.

* Assured: The fourth and last segment as defined by Nokia comprises of

CEOs, high-profile celebrities, industrialists and other high "net worth"

individuals. The fact that the segment cannot do without a mobile phone

makes it the 'assured' segment.


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MARKETING STRATEGIES

Introduction to Marketing Strategies

STRATEGY is a very broad term which commonly describes anythinking that looks at the bigger picture. Successful companies are those

that focus their efforts strategically. To meet and exceed customer

satisfaction, the business team needs to follow an overall organizational

strategy. A successful strategy adds value for the targeted customers over

the long run by consistently meeting their needs better than the

competition does.

Strategy is the way in which a company orients itself towards the market

in which it operates and towards the other companies in the marketplace

against which it competes. It is a plan an organization formulates to gain a

Sustainable Advantage over the competition.

The Marketing Concept of building an organization around the profitable

satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in

markets in which economic growth has leveled and in which there exist

many competitors who follow the marketing concept, a well-developed

marketing strategy is required. Such a strategy considers a portfolio of

products and takes into account the anticipated moves of competitors in the

market.

Consumers seek certain attributes in products and these attributes lead to

certain benefits for them. When the benefits matter to them, over time they

learn to choose products which possess those attributes that lead to the

relevant consequences.


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Understanding these linkages between product attributes, their

consequences and their ultimate consumer values are important if one

has to arrive at a positioning that the consumer can relate to. Benefit

Laddering refers to a technique which focuses on product attributes and

hence provides a link for the changing value proposition of a product. It

helps the company to communicate its final value proposition to the

consumer and hence help the company to arrive at the desired positioning

of the product in the market.

Price / Selling Effort Strategies : A firm that follows a skimming

strategyseeks to be the first to introduce a product with very good

performance, selling it to the innovator market segment and charging

a premium price for it. It makes as much profit as possible, then

moves on when the competition arrives. The price is likely to fall over

time as competition is encountered. Such a skimming strategy

contrasts with a penetrating strategy, which seeks to gain market

share by sacrificing short-term profits, and increasing the price overtime as market share is gained.

Competitors have certain strengths and abilities. To succeed, a firm

must leverage its own unique abilities.

A firm should prepare defensive strategies before potential threats

arrive. If the competition surprises a firm with the introduction of a

vastly superior product, the firm should resist the temptation to

proceed with its mediocre product. A firm never should introduce a

product that is obsolete when it hits the market.

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

considered carefully.


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Nokia's new strategy in US market

I, and other much wiser bloggers, have already written about how

unsuccessful Nokia had been in selling phones on the US market. It seemsthat American people are resistant to smartphones; they're simply satisfied

with text messaging and using their phones mainly for voice calls.

Unfortunately, the carriers didn't make it easy for Nokia to be the #1 in

North-America,either.

But that might change over time. As Nokia reported in their press release,

they are trying to find new ways to sell their phones, but this time without

involving the carriers. I hope that Ewan's prediction will come true and

users are now ready to buy and use such advanced mobile gadgets.

Especially if they are from the business segment: first, it's more likely that

those users can afford cell phones for hundreds of $s, second, they might

even use more than 10% of the provided functionality.

NOKIAS VARIOUS MARKETING STRATEGIES

Local services easily:

With the Nokia Local Marketing Solution, consumers will be able to easily

discover and easily initiate services. A phone call to the nearest taxi stand,

opening a WAP or HTTP connection to the local movie theatre portal can

be made with just a few clicks. Rather than having to browse through

multiple menus, the special application in the phone makes it possible for

the consumer to discover locally relevant services from service

advertisements collected in the background by the special phone

application while the consumer moves around.


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Nokia Local Marketing

Solution:

With the Nokia Local Marketing Solution mobile operators and serviceproviders can promote their own or partnered SMS and data services. Even

local businesses could easily advertise their own services in relevant

places at relevant times. The solution creates demand for building new,

really local services thus offering a new revenue opportunity area. The

solution consists of:

An application in the phone Local Info,

A mountable, approx. A5 sized device called the Nokia Service Point LMP

10 used for sending over Bluetooth service advertisements to the

consumers phones and

The Nokia Service Manager LMM 10, which is a back-end server for

content and service point management. Services are advertised via

Bluetooth to consumers phones when they pass are automatically saved to

the Local Info service point. These service advertisements phone

application. Since the area where service is advertised is well defined, the

solution enables the advertisement and provision of services to have a

relation to Mobile operators have made big investments to make it possible

to provide mobile data services. It is difficult for the mobile operator to

inform its consumers when there is a new mobile data service available.

The potential of using Bluetooth has not yet been utilized by mobile

operators as a mean to market services. Content owner needs


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In this context, a content owner is hence there is no need for local LAN

cabling a company providing any type of content to consumers through

mobile phones. Currently, the most typical content owners are companies

providing, for example news, sports, stock, and weather reports. These

companies typically provide WAP and/or SMS based-services, but also

provide WWW-pages customized for access from mobile phones. Virtually

any company providing their services for consumers could be a content

owner, including different kinds of stores, kiosks, restaurants, shopping

centers, movie theatres, video rentals, retailers etc. These companies

could provide access to services through phones, for example advertising

their toll-free numbers and WWW addresses, special offers, campaigns

and competitions. Unfortunately, there are only a limited number of

channels for effectively advertising digital services. Although the mobile

phone services of content owners are accessible and can be advertised in

newspapers, on television, on the radio in posters, the consumers have to

enter SMS codes and URLs manually in their phones to access these

services. For or White Paper a certain place. Service advertisements can

be time-specific and be valid for a limited period. When the validity of an

advertisement expires, it disappears from the consumers phone. The

consumer can set preferences on several criteria, thus set preferences on

several criteria, is most interested in Exist activates the service, the UI

informs the phone applications are used for service access. Before the

consumer consumer the service type and price. From the user-interface,

the consumer can set preferences, for example which category of service

advertisements to receive and, most important, to select which service

providers they wish to receive the adverts from.The actual usage of cellular

voice and data related services happens over cellular network by just


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clicking the service icon from the phone application. The solution supports

the activation of voice, SMS, WAP/HTML browsing and streaming services.

The solution also makes it possible to have embedded content behind the

service icon, for example to show a coupon, an HTML/WAP file or play an

audio/video clip. The service advertisement are created and managed with

the Nokia Service Manager LMM 10, which uploads these to the local

service points. The connection between the service points and the central,

back-end service manager is over GPRS hence there is no need for local

LAN cabling.

Digital Marketing Strategies

Interactive Marketing

With the advent of the internet, mobile communications and digital

interactive Television (iTV), consumers have ensured that at almost every

moment of their waking lives they have the opportunity to interact,

participate, decide, and provide feedback. A marketer's dream or so one

would think. Unfortunately, marketing in many companies still remains a

nebulous soft function. The 'build it and they will come' attitude to multi-

million pound marketing campaigns appears to prevail in too many

organizations.

Many companies that have used internet and mobile advertising claim that

they have been disappointed with the results. Executives still stuck within

the traditional media paradigm have yet to understand the full value of

interactive advertising and immediate customer response. In addition, they

rarely have the necessary information infrastructure in place to capture and

extract value from interactive campaigns and the customer feedback they


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provide. As a result, it is no surprise that marketers by and large fail to take

advantage of the opportunities that the internet or the mobile platform

provide, either individually or in conjunction with other digital channels. If

companies contemplating the use of iTV follow a similar pattern there is a

significant risk that this platform too will be either underutilised or misused.

There are a number of companies however, that are emerging as veritable

maestros of interactive marketing. They see the opportunity and take

advantage of the potential of each channel to add value. They embrace the

digital customer, and they know exactly what roles the internets, the mobile

and digital TV play in their customers' lives, as well as how and when these

technologies are used. These companies understand that traditional media,

internet, mobile telephony, and iTV provide complementary marketing

channels that can be used to influence customer behaviour at the different

stages of the purchasing cycle.

The Dynamic Customer

By being constantly connected, consumers are allowing

marketers access to parts of their lives that not long ago would have beenmuch more difficult to penetrate. Digital technologies, and the content they

deliver, have added dynamic segmentation and targeting capabilities to

more traditional methods. Customers needs, attitudes and propensity to

purchase evolve and change by the minute, as the influences that surround


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them alter their desires, perspectives and physical state. With the

introduction of so many communication options (e.g. e-mail, fixed line,

mobile phone, mail, face to face, iTV) the consumers preferred method of

response has also evolved. The comparatively blunt 'traditional media'

instruments of TV, press, radio and outdoor, those have looked to influence

consumer trends over time, have been supplemented by media that can

instantly respond to desires and needs.

Savvy marketers are learning to use this knowledge to hone their customer

segmentation and targeting strategies, contemplating which platform to use

in order to capture the customer at the optimum time. Organisations are

increasingly looking to use interactive media to create strong associations

between their products and services and specific aspects of their

customers' lives.

A good example is Domino's Pizza who is

deliberately associating its brand with specific content (The Simpsons,

family show), at a particular time of day (dinnertime) with a highly distinctive

signature (jarring, loud sounding siren to denote heat).

The pizza delivery service must surely rank as a perfect real life example of

Pavlov's conditioned reflex experiment. Just the sound of the siren most


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likely suffices today to have masses across Britain salivating for 'hmmm...

Simpsons... dinner... Domino's'.

The campaign simultaneously creates awareness, an impulse and the

opportunity to purchase. The red interactive button on the television remote

allows viewers to act on their impulse immediately, minimising the

opportunity to change their mind.

Moreover, Domino's administers the marketing coup de grace by making it

easier over time to use the service. Cookies keep track of previous orders

and choices and literally allow customers to have dinner delivered to theirdoor at the touch of a button ('same as last time?'). For Domino's, the

interactive television remote control has proven to be a magic wand. Not

surprisingly, sales through online channels now reach a significant

300,000 per month from 20,000 orders.

The pizza delivery service could go further still, though, by extending its

presence to additional digital platforms. Mobile phones come to mind

immediately as a channel that can prove as sticky as American cheese.

Using SMS (Short Message Service), the text messaging service to offer

electronic coupons would, for example, allow Domino's to further increase

loyalty and pervasiveness in its customers' lives. Learning how to capitalise

on obvious synergies between the various channels is key to getting the

most out of digital marketing campaigns!

Exploiting Platform Synergies

The organisations that successfully use several digital channels in a

complementary fashion will unlock the full value of digital marketing. To do


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so, they will need to have a thorough grasp of the strengths of each

platform, the context in which they are best used, the content/offers that are

appropriate to the platform and the customer segment as well as the

fulfillment expectation for each platform. Not a task to be taken lightly. So

what are these strengths?

Digital interactive Television

Traditional TV has for a long time been an

awareness creation tool par excellence.

However, traditional TV forced viewers to file

away that interest until the next purchase

opportunity, or make the effort of noting down a number and picking

up a phone - quite a lot of effort for your average viewer. Now iTV

brings a new interactive dimension. Viewers can enter a separate

interactive area, whilst still watching their current programme, and

have access to more information and/or an opportunity to purchase.

So iTV has now evolved as a vehicle that can inform, persuade and

provide the opportunity to purchase in one fell swoop.

Internet on the PC

The PC is the information vehicle of choice; a recent Forrester report

revealed that by 2005 US consumers will research $378 billion in cars,

trips, and clothes online before buying. The higher the cost of a product or


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service, the greater the importance of the internet as a step in the

purchasing cycle. Another Forrester survey amongst retail companies

estimated that 25% of purchases were sparked by their internet site against

2% of sales actually purchased on the internet.

Mobile Telephony

Cell phones and other mobility devices (PDAs etc.) are ideal for

location-based advertising and as a tool to remind consumers of

specific products and services. The pervasiveness of these devices

makes them an excellent vehicle for marketers looking to createstickiness and improve customer loyalty. SMS-based marketing has

proven very effective for stimulating purchase of low cost location-

based offerings. Digital novelties like electronic coupons are helping

to create an ever more constant presence for products and services.

As an example, BTCellnet's SMS-based marketing campaign around

the Channel 4 programme, Big Brother has proven very successful.

SMS information teasers raised WAP usage by a significant 20%.

Lastminute.com is also adopting an

increasingly sophisticated digital marketing

programme. Through its multi-platform strategy the company has

successfully achieved higher brand visibility by creating an impression of


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omni-presence. In addition, Lastminute.com ensured a high level of service

(anytime, anywhere), and enhanced customer intimacy by targeting the

right customers, at the right time. The company's digital marketing strategy

is designed around platform peak-times: internet peak-times around lunch-

hour, digital TV peak-times around home/family/dinner time, and

WAP/GPRS peak-times during weekend leisure time. Being available on

the most suited platform at the most promising time allows Lastminute.com

to deliver highly targeted messages to tightly segmented audiences. This

strategy has enabled Lastminute.com to maximise its revenue by allowing

the customer to use their response mechanism of choice.

NOKIA STRATEGIC MARKETING IN INDIA

Nokia redefines fashion phones in India with the latest L'Amour collection

Nokia has introduced a collection of three trend-inspired mobile phones,

the Nokia 7360, Nokia 7370 and Nokia 7380. Each model in Nokia's the

L'Amour Collection offers a beautiful mix of contrasts infusing cultural and

ethnic influences with luxurious touches of the unexpected. Hints of vintage

and craftsmanship, are fused with natural materials, colours and patterns,

all carefully crafted and layered with a passion for detail.

In the design and development of the L'Amour Collection, Nokia's Design

team has looked to materials such as amber, ceramic, turquoise, silk and

enamel for inspiration. Craft techniques such as enamelling and etchingadded a creative spark to the graphics, finishes and colours selected for

each model in the collection.


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Nokia 7380: With etched mirrored surface and discreet keyless dial, the

Nokia 7380 comes with a leather cover and a mirrored display. The

technology includes a 2-megapixel camera and intuitive voice dialing.

Key features:

Keyless dial

2-megapixel camera, 4x zoom

Enhanced Voice Commands

MP3 player

Nokia 7370:The Nokia 7370 "swivels" open to reveal its elegantly hidden

keypad. Beautiful patterns into the elegant metal trims are contrasted by

leather-inspired faceplates. The Nokia 7370 is available in two colour

schemes, coffee brown and warm amber, with each model offering a

distinct set of graphics, screensavers and even dedicated camera keys.

Key features:

1.3 megapixel camera, 8x zoom

2-inch QVGA colour screen (320 x 240 pixels)

Stereo speakers with 3D sound effects

Video ring tones

FM Radio

Nokia 7360: Trend-conscious men and women will appreciate the Nokia

7360's mixture of patterns and textures, which are perfectly complemented

by elegant accessories, including straps and carrying pouches. The Nokia

7360 is also available in two signature L'Amour Collection colour schemes,

coffee brown and warm amber.


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Nokia has jumped into the growing market of online distribution of tones,

graphics and games downloads in India and is offering a choice of 120

games which can be downloaded at Rs 50 per game. However, users will

have to shell out an additional Rs 10-25 for the airtime depending on the

size of the game.

Nokia claims to be the first handset manufacturer to enter this business in

India and the first company to launch games downloads in the Indian

market. So far, only online content and utility services companies such as

MSN and Yahoo have been offering ringtones and graphics downloads to

mobile phone enthusiasts.

The business of offering ringtones and graphics is growing almost by 100

per cent, according to industry experts. The download business for the

calendar year 2011 was estimated to be around Rs 10 crore and is

expected to touch Rs 20 crore this year. These estimates do not take

airtime charges paid by the users for downloads.

Nokia is not entering this business to make money. In fact, a large part of

the revenue will be shared by the service operators and content providers.

Our interest is to help mobile service operators to increase their average

revenue per user (ARPU) and to influence mobile phone users to upgrade

to the latest models being launched by the company, Nokia India

marketing head Vineet Taneja said.

Mr. Taneja claimed that the company launched a game named

Tranformers2 Revenge of the Fallen Game during last month and the

response was very encouraging.


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Nokia India has already tied up with with Bollywood production houses

such as Harry Baweja, Rajshri Pictures and RS Entertainment for graphics

and movies.

It has also entered into an agreement with Indian Performing Rights

Society for ringtones.

PROMOTIONAL STRATEGIES:

"Push or Pull"

Marketing theory distinguishes between two main kinds of promotional

strategy - "push" and "pull".

Push

A push promotional strategy makes use of a company's sales force and

trade promotion activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers

promote it to retailers, and the retailers promote it to consumers.

A good example of "push" selling is mobile phones, where the major

handset manufacturers such as Nokia promote their products via retailers

such as Carphone Warehouse. Personal selling and trade promotions are

often the most effective promotional tools for companies such as Nokia - for

example offering subsidies on the handsets to encourage retailers to sell

higher volumes.


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A "push" strategy tries to sell directly to the consumer, bypassing other

distribution channels (e.g. selling insurance or holidays directly). With this

type of strategy, consumer promotions and advertising are the most likely

promotional tools.

Pull

A pull selling strategy is one that requires high spending on advertising

and consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the

product, the retailers will ask the wholesalers, and the wholesalers will ask

the producers.

A good example of a pull is the heavy advertising and promotion of

children's toys mainly on television. Consider the recent BBC

promotional campaign for its new pre-school programme the Fimbles.

Aimed at two to four-year-olds, 130 episodes of Fimbles have been made

and are featured everyday on digital children's channel CBeebies and

BBC2.

As part of the promotional campaign, the BBC has agreed a deal with toy

maker Fisher-Price to market products based on the show, which it hopes

will emulate the popularity of the Tweenies. Under the terms of the deal,

Fisher-Price will develop, manufacture and distribute a range of Fimblesproducts including soft, plastic and electronic learning toys for the UK and

Ireland.


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PRICING STRATEGIES

.

If the reportsare to be believed Nokia is working on launching a limitednumber of mobile Handsets at the Rs 500 price point (currently noannouncement on handset details). Currently the cheapest phones in themarket are around 1100 1200 Rs. Nokias cheapest phone currently arein 1200 series which are close to 1500 rupees and have basic features likemonochrome display, earphone jack, phonebook, etc.But at the price point of 500, I am not sure if even those features arepossible My guess is that this phone will be something like a minicordless landline phone with just basic calling / receiving facility and maybe

a phonebook. What else can you expect for Rs. 500 ($11) !

I think there is a very large rural audience for such kind of a phone Themajor benefactors of this kind of phone would be the Telecom companiesfor whom the next growth market is rural India.I wouldnt be surprised, if telecom companies start offering these handsetsat even further subsidized rates to rural consumers. The mobile serviceswill offer them more income where the handset cost can be easilyabsorbed!

The number of mobile services users surged 47 percent in 2011, and nowexceeds the population of Germany. India is expected to be the world'sthird largest mobile market by the end of this year, behind China and theUnited States.
http://economictimes.indiatimes.com/infotech/hardware/Nokia-plans-to-back-its-recent-initiative-for-rural-India/articleshow/5546559.cmshttp://trak.in/tags/business/2009/06/25/all-roads-lead-rural-india/http://economictimes.indiatimes.com/infotech/hardware/Nokia-plans-to-back-its-recent-initiative-for-rural-India/articleshow/5546559.cmshttp://trak.in/tags/business/2009/06/25/all-roads-lead-rural-india/


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"We anticipate that there will be a long-term sustainable demand for mobile

telephony in the fast-growing Indian market," Chief Executive Jorma Ollila

said at the launch of the plant in Sriperumbudur, on the outskirts of

Chennai.

Bundles: Another category where penetration is next to negligible is the

fast-growing mobile telephony market penetration stands at roughly 5%.

Here, even as price continues to be a significant factor for determining the

choice of handset or service provider, the value equation, according to

Sanjay Behl, marketing head of Nokia India, is even more imperative.

Nokia found success with its Made in India Nokia 1200, which

incorporated unique features such as a torchlight, a dust-resistant keypad

and an anti-slip grip to appeal to the semi-urban markets. Importantly, Behl

says that even applications and software such as T9 or language

interface and text input have to be customised to meet consumer needs.

The 1200, which currently retails at Rs 1500, is the largest selling handset

in India with a market share of about 25% in terms of volumes, and 16% in

terms of value. On the other hand, another Nokia phone, the 3G 2730,

Classic Handset priced at Rs 4,499 is the highest selling model in India,

with a 7% market share. In the colour segment alone, the 3G 2730 has a

17% share. Clear evidence of how features (colour screen) and price have

been cleverly bundled to drive penetration, says Behl.


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Although 3G services are seeing tremendous hurdles and delays in India 3g mobile phones are new market flavor. Nokia, who still has leadingmobile handset market share in India, has been facing stiff competition inrecent times.To stave off the competition, Nokia has announced cheapest 3G mobilephone in the market priced at Rs. 4,500/-. Nokia has gone even further toannounce a Rs. 500 basic phone for rural markets in India.

The Nokia 3G 2730 Classic Handset (Rs. 4499/-)

Nokia 2710 Classic SpecificationsAvailable in black and dark magenta colors, the handset is around 109.6 x

46.9 x 14.4 in dimensions. It tips the scale at 87.7g while its batteryseemingly lasts a maximum of 7.4 hours in talk time. The standby timeoffered by the phone is around 16.5 days. Supporting 3G for quicker searchand browsing, the phone also incorporates an Opera mini browser.

With Bluetooth support, other features of the phone include a 2 megapixelcamera, Stereo FM radio, 1000 entry capacity phonebook, calculator,
http://trak.in/tags/business/2010/02/02/telecom-tuesday-3g-delay-subscriber-growth-industry-consolidation/http://trak.in/tags/business/2010/02/02/telecom-tuesday-3g-delay-subscriber-growth-industry-consolidation/


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integrated hands free speaker, expense manager and more. With supportfor MMS, Email, Flash message and Audio message, the phone alsoincludes a Big Key mat that is easy to use.

Four Ps

In popular usage, "Marketing" is the promotion of products, especially

Advertising and Branding. However, in professional usage the term has a

wider meaning which recognizes that marketing is customer centered.

Products are often developed to meet the desires of groups of customers

or even, in some cases, for specific customers. E. Jerome McCarthy

divided marketing into four general sets of activities. His typology has

become so universally recognized that his four activity sets, the Four Ps,

have passed into the language.

The Four Ps are:

Product: The product aspects of marketing deal with the

specifications of the actual good or service, and how it relates to theend-user's needs and wants. The scope of a product generally

includes supporting elements such as warranties, guarantees, and

support.

Pricing: This refers to the process of setting a price for a product,including discounts. The price need not be monetary - it can simply

be what is exchanged for the product or service, e.g. time, or

attention.


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

personal selling, and refers to the various methods of promoting the

product, brand, or company.

Placement: refers to how the product gets to the customer; for

example, point of sale placement or Retailing. This fourth P has also

sometimes been called Place, referring to the channel by which a

product or service is sold (e.g. online vs. retail), which geographic

region or industry, to which segment (young adults, families, business

people), etc.

PRODUCTS OFFERED BY NOKIA

There are Various Ranges of Products that Nokia Offers. Especially in

Mobile phones Nokia is the Leading Manufacturer in it. Nokia Offers

various Mobile Phones with varied Quality, Shape, Size, Colour, etc. Nokia

Offers a Varied Range of Mobile Phones & Other accessories with it. All

Mobile phones are having Different Specifications in it. Nokia is Launching

a New Products Every Year.It First Does Analysis of Market & according to

Taste of Consumers It Launches its Products in Market. Till now Nokia has

Launched a No. of Products in Market & It had been very Successful forNokia after launching so many products. Nokia has Strengthened its

Strategy of Working in Market. It has Revolutionised all sectors in Market.

No one is So Powerful as Nokia in Field of Mobile Phones in India. There

are so many Mobile Phones been in Market by Nokia. Several New


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Techniques & Upgradation is being done to enhance & launch a new

product every time in Market. Nokias R& D Department is very much in

Progress for working over bringing a special change in every mobile phone

its launching in market. After Launching Various Mobile phones in market

till now, Nokia is now Launching various new Models of Mobile Phones i.e it

is bringing new changes in the series of Mobile Phones. Firstly All Mobile

Phones used to have only Black& White/ Colour Display, Messaging. But

now Nokia has launched Various New Models of Mobile Phones in Mobile

Series that it Has Rocked the Market. The New Models are having various

Greater, Advanced Facilities from that of other phones till now. These New

Models Which Nokia is going to Launch in market is having all Types of

Features/Facilities like:-

1) Instant Messaging

2) Brighter/Broader Enhanced Colour Display

3) Large Screen

4) Touch Screen System

5) Enhanced Radio Facility

6) Mp3 System

7) Internet/GPRS 2.0

8) Support for Ms-Office

9) Cool Applications & Games10) Bluetooth Connectivity

11) Wireless Earphones

12) Slim Body

13) 2.0 Mega pixel Camera etc


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Product Portfolio

Nokia launches handsets to drive mobility

NEW DELHI -- Nokia launched two new affordable handsets models1280

and 1616, which target first-time buyers and have talking alarm and clock in

five regional languages along with innovative features for ease of use.

With these new mobile phones, Nokia has expanded its entry-level portfolio

in India.

The Nokia 1280 (black and white display) and Nokia 1616 (coloured

display) are ideal for first time users as they have an inbuilt graphical demo

mode which allow users to access and familiarise themselves with the mainfunctions of the handset, even without inserting a SIM card. Another stand

out feature of these new handsets is the unique Talking Alarm and Clock in

five regional languages including Hindi, Tamil, Bengali, Marathi and

Gujarati.


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Nokia handsets are renowned for their ease of use and the Nokia 1280 and

1616 phones continue this tradition with a new intuitive user interface that

makes full use of graphical icons and large font sizes and the built-in

hands-free speaker. With the new menu structure accessing basic features,

such as managing calls and contacts become easier. In addition to

polyphonic and MP3-grade sound ringtones, the Nokia 1280 and Nokia

1616 also feature a unique cost-management feature, such as Nokia

Prepaid Tracker support to help users monitor their phone usage. This will

be an operator dependent service.

Reiterating Nokias intent to drive affordable mobility in India and grow the

base of mobile phone users. Mr. D.Shivakumar, Managing Director, and

Nokia Mobile Phones, said: With the introduction of these new handsets

we have further strengthened our entry level product portfolio by bringing in

feature rich handsets with localised applications. Only 5 percent of the

population understands the English language. Nokia has always tried to

reach out to the masses, which has been demonstrated by our pastendeavours in introducing Hindi SMS and even in our earlier campaigns.

These handsets are yet another example of Nokias innovation and

commitment to introduce products that are relevant for Indian consumers.

The Nokia 1280 and 1616 announce the dawn of a new age. Its unique

talking alarm will wake up millions of Indians, not only to their daily lives,

but also to a new era of mobility which has been captured in our campaign

called Jaago India Jaago,

Detailing the rationale behind the Jaago India Jaago advertising campaign,

Sharma said: Indians are extremely proud of how the country has been

progressing. The growth of mobility is one of the key indicators of the


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economic progress in India. The advertising campaign therefore uses the

Talking Alarm functionality of the Nokia 1280 and 1616 as a metaphor to

convey how more and more Indians were waking up to mobility through

Nokia handsets and participating in the progress.

Both these handsets also offer much longer talk time than the current entry

phones. Nokia 1280 and Nokia 1616 phones have excellent voice quality

and coverage based on state-of-the-art radio software. The new technology

enables operators to add voice capacity within their networks smoothly and

cost-efficiently while improving network capacity and call quality.

These were all above were Some of Features of New Upcoming Models of

Nokia. Now let us Study some of the Nokia New Models& its Features in

Detail. They are as Follows:-


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NEW UPCOMING MODELS OF NOKIA

1.Nokia X7

Key Features

1. Experience all the thrills of high-definition gaming on the massive 4

touch screen. Enjoy the very best HD games from leading publishers all

available at Ovi Store. And when it comes to music, Nokia X7 has it all.

Scroll smoothly through album art and control your tracks right from the

home screen with one touch of the music app.

2. Nokia X7 takes smart phone design in a new direction to create

something special and truly unique. The brushed stainless steel finish and

distinctive lines bring a contemporary look and feel. But great design is

about more than just looks. The gently curved body fits perfectly in your

hand while the large 4 touch screen is ideal for viewing HD videos and full

web pages.

3. Everything is ready straight out of the box with fully integrated email and

social networks. For you this means real-time emails from your work and


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personal accounts direct to your home screen. You also get live Face book

and Twitter feeds 24/7 to keep you constantly up to date. Simply choose

whats right for you.

4. With Ovi you always know exactly whats happening around you.

Instantly find the best of everything in your city cafes, shops, hotels and

much more. Millions of places reviewed and rated worldwide, with expert

tips from Trip Advisor and Lonely Planet. And best of all, Nokia X7 comes

with free lifetime walk and drive navigation including turn-by-turn voice

guidance.

5.Enjoy the best the web has to offer with Adobe Flash videos,

animations and other interactive content right on your smart phone. And

theres no need to wait around the loading times are faster than ever.

Plus the new and improved browser is incre Imagine being able to watch

TV any time you like. On-demand Web TV gives you instant access to

CNN, BBC, National Geographic and many other channels through a fast

3G or Wi-Fi connection. Add your favorites to the home screen and get

automatic updates as soon as new content arrives. And download many

more channels from around the world at Ovi Store.


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2)Nokia E6-0

Key Features

1. It all comes together in an ultra compact smart phone. Photos and webpages look incredibly sharp on the full-touch display plus you also get a


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real QWERTY keyboard thats ideal for fast, one-handed typing. Nokia E6may be small, but it offers unbeatable power with its long-lasting battery.So powerful you can talk throughout your workday or watch four movieswithout a break.

2. In business, opportunities can come at any time. Nokia E6 syncs withMicrosoft Outlook to deliver real-time emails, contacts and calendar entries

direct to your home screen at no extra cost. And now you can be even

more productive. Create, edit and share Word, Excel and PowerPoint docs

on the go and get in touch with colleagues using Microsoft Communicator

Mobile.

3. Everything is ready straight out of the box with fully integrated email and

social networks. For you this means real-time emails from your work and

personal accounts direct to your home screen. You also get live Facebook

and Twitter feeds 24/7 to keep you constantly up to date. Simply choose

whats right for you.

4. With Ovi you always know exactly whats happening around you.

Instantly find the best of everything in your city cafes, shops, hotels and

much more. Millions of places reviewed and rated worldwide, with expert

tips from Trip Advisor and Lonely Planet. And best of all, Nokia E6 comes

with free lifetime walk and drive navigation including turn-by-turn voice

guidance.

5. Nokia E6 is good for business with best-in-class security and device

management features to keep your data safe and secure. Most of the best-

known security, encryption and authentication policies for corporate email

are supported, including over 25 Microsoft Exchange ActiveSync policies.


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Get secure intranet access, plus other features like device lock and

memory wipe.

3. Nokia E7

Key Features

1. The 4 display makes all the difference. View full web pages, documentsand videos at the most natural angle on the tilting touch screen. Thestunning Clear Black AMOLED display brings out rich colours and details,


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even when its bright outside. And everything is packed into an incrediblyslim, compact design with a full QWERTY keyboard the best on anysmart phone.

2. In business, opportunities can come at any time. Nokia E7 syncs withMicrosoft Outlook to deliver real-time emails, contacts and calendar entriesdirect to your home screen at no extra cost. And now you can be evenmore productive. Create, edit and share Word, Excel and PowerPoint docson the go and get in touch with colleagues using Microsoft CommunicatorMobile.

3. In business, opportunities can come at any time. Nokia E7 syncs withMicrosoft Outlook to deliver real-time emails, contacts and calendar entries

direct to your home screen at no extra cost. And now you can be evenmore productive. Create, edit and share Word, Excel and PowerPoint docson the go and get in touch with colleagues using Microsoft CommunicatorMobile.

4. With Ovi you always know exactly whats happening around you.Instantly find the best of everything in your city cafes, shops, hotels andmuch more. Millions of places reviewed and rated worldwide, with experttips from Trip Advisor and Lonely Planet. And best of all, Nokia E7 comeswith free lifetime walk and drive navigation including turn-by-turn voice

guidance.5. Many of the best apps around come preloaded on your Nokia N8, like anapp for Face book and Twitter and apps for business, maps and more. Butthis is only the beginning. At Ovi Store there are apps for everything, fromtravel to messaging to the latest games with more and more added everyday. Apps those make life a bit better, a bit easier or just a bit more fun.

One touch navigation button provides easy access to GPS function

and maps

With HSDPA for fast web browsing and downloading of maps

2 megapixel camera and QVGA TFT 2.2" screen

Keeping your images crystal clear with lens slide protection screen


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Listen to your messages read aloud with Message reader

4) Nokia E90

Key Features

Browse the Internet and transfer media-rich files via HSDPA (up to

3.6 Mbit/s enabled) and 3G high-speed mobile broadband

Increase mobile productivity with applications for viewing and editing

documents Talk on every continent with quad-band GSM and automatic

switching between bands

Access voice and data functions quickly and easily with convenient

shortcut keys

Locate meeting venues, restaurants, and places of interest with the

integrated GPS

Send images captured with the integrated 3.2 megapixel camera with

flash and autofocus

1) Nokia 1650


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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

2) Nokia 2355

Key Features


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Vibrant 128 x 128 pixels display in 65,536 colors

Sleek polished fold design

Integrated FM radio

Integrated flashlight

Internet ready with WAP 2.0 browser

Multimedia messaging (MMS) functionality

3) Nokia 1325

Key Features

Slim 15.2mm design

Brilliant 65,536 color display (96 x 65 pixels)

Convenient Integrated Handsfree Speaker

32-chord/voice polyphonic MIDI ringing tones

Large phonebook with 400 contacts and 5 entries per contact

4)

Nokia 1208


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Key Features

Experience enhanced visual with the 65,536 color display

Dust and splash proof with rubberized keypad and anti-slippery backcover

Bright flashlight for convenience and emergency

Timer tracker feature helps you controls the duration of each call

Multiple phonebook makes sharing phone easier

Easyto-use menu in multi languages with calendars

5) Nokia 1200

Key Features

Dust and splash proof with rubberized keypad and anti-slippery back

cover


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Bright flashlight for convenience and emergency

Timer tracker feature helps you controls the duration of each call

Multiple phonebook makes sharing phone easier

Easyto-use menu in multi languages with calendars

9) Nokia 2505

Key Features

Sleek and elegant at a slim 16.65mm

Quick-press flashlight

65,536 colors with 128 x 160 pixels display Two-way handsfree speakerphone

32-polyphonic MIDI speaker

Popular Nokia user interface with 4-way scroll and center-select key

Store up to 300 contacts in phonebook, with 5 entries per contact


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SWOT ANALYSIS

Introduction

In this part of my investigation I am constructing a SWOT analysis for

Nokia. I will have to analyse the external factors that may prevent Nokia

from re-launching WAP enabled mobile phones onto the market.

SWOT Analysis

SWOT Analysis, is a Strategic planning tool used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a Project or in a

Business venture. It involves specifying the objective of the business

venture or project and identifying the internal and external factors that are

favorable and unfavorable to achieving that objective

SWOT ANALYSIS OF COMPANY NOKIA

I) MODERN SWOT ANALSYIS

A SWOT analysis conducts an external and internal scan of Nokia's

business environment; it is an important part of the strategic planningprocess. Environmental factors internal to the firm usually can be classified

as strengths (S), or weaknesses (W), and those external to the firm can be

classified as opportunities (O) or threats (T). Such an analysis of the

strategic environment is referred to as a SWOT analysis.


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The SWOT analysis provides information that is helpful in matching the

firm's resources and capabilities to the competitive environment in which it

operates. As such, it is instrumental in strategy formulation and selection.

Strengths

The major and unbeatable strength ofNokia is that it is worlds largestcellular company. The company has vast expansion in almost 50 countries as far as itssales are concerned. The company has market share of 31% in global market. The company owns the revenue of 42 billion annually with 2 billion as

its operating profit. Almost 132,000 employees are serving the company around the globe. The success ofNokia is very much associated with its ongoing Researchand development sector, which is operating in different parts of the world. The major market segments like, CDMA, GSM, and W-CDMA are beingserved by Nokia by preparing different protocols and devices. Ovi platform introduced by Nokia offers services like games, applications,maps, music, media and messaging. This large variety is hardly beingintroduced by any other network.

Nokia owns a subsidiary of it known as Navteq which is used for digitalmapping and navigation. The company has an excellent team of skillful recruits in HRDdepartment, which are striving for expansion of the company and itscontinued success of services. Nokia cellular phones have a great price range and are available for anysocial class, this also adds to the popularity of the brand. Resale price ofNokia phone is also high as compared to the companies,

just because of its reliability.

Weaknesses The service centers ofNokia are more concentrated in developedcountries as compared to developing countries. Nokia is introducing fewer promotions regarding low price economicalphones; rather the new inductions are mostly for high technology mobilephones.


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Nokia has high prices as compared to other companies and lower class isunable to buy Nokia phones. Nokia had introduced some products, which are not user friendly, so theycouldnt attain success for these products. The country codes for high profile phones are difficult to uncode.

Opportunities

Nokia has advantage over other cellular companies, and its competitorshave to work a long way to compete it actually. The company has the peak time to enter the emerging markets of India. Nokias promotions are likely to increase its market share along with itssales. By introducing low prices and a little innovation, the company canimprove its market.

The good brand image of Nokia produced thoughadvertisements increases the promotion of its products and its salescontinue to grow. Nokia has recently made alliance with Microsoft for replacing windows 7for mobile windows.

Threats

The tough competitors like Apple, Motorola, Samsung and Sony Erikssonare introducing such strategies which will commendably increase theirpromotion. Nokia prices remain stable for a long time, and other companies, whileintroducing new models lower the prices of the old models. Cellular companies are striving hard for the emerging demand ofWirelessLocal Loop (WLL), and Nokia sales can likely be dropped as CDMA phonesproduction is less.

CONCLUSION

From the above project I had come to this conclusion that Nokia has

implemented various strategies in developing its products on a large scale


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& becoming No.1 leader in the world of mobile phones. Nokia has used

various techniques to implement its products into the market. As per my

opinion Nokia had introduced various schemes to attract people & gain

more goodwill into market. I would like to conclude that Nokia had been

launching various new products & strategies throughout the year but still it

is the No.1 brand leader in mobile phones. Many people around the globe

are purchasing Nokia phones as they are very cheap, good & efficient to

operate. Nokia had used various marketing strategies to enhance its

products into market & also they have used better & efficient market

segmentation strategies to market its products according to various

segments of customers in the market. Nokia as such has used all modern

& good techniques to tackle problems of customers in market. Customer

Care & Feedback is also given more importance to increase the sales of

product. Better, Efficient & Advanced Techniques are used to increase the

sales of product. Also Nokia is largest manufacturer of mobile phones in

India & also the No.1 Leader in it. Various Promotional Strategies are being

enrolled into the market to promote the products. New models & their

strategies are being well utilized to enhance the product.

RECOMMENDATIONS:-


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I would like to provide certain recommendations towards this project report.

There are various recommendation required to be done in this Report.

They are as Follows:-

1) I would like to suggest that the marketing areas for sales should be

increased. They should try to adopt new strategies to regain whole

sales force in the market.

2) As far as launching of new models is concerned, the company

should try to offer sales of such products at an affordable price.

3) The Company should try to bring attractive offers & discounts to thecustomers to make them more brands loyal towards them.

4) Research should be carried out on a large scale & in selected areas.

BIBLIOGRAPHY:-

1. MARKETING MANAGEMENT

BY N.G KALE

REVISED SECOND EDITION

2. INTRODUCTION TO MARKETING MANAGEMENT

BY PHILIP KOTLER

REVISED THIRD EDITION

3. WORLD OF MARKETING


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DIGITAL ARTS

WEBLIOGRAPHY:-

1. www.google.com

2. www.wikipedia.org

3. www.metacrawler.com

4. www.icfai.org

ANNEXURE

Q1) WHO IS FOUNDER OF COMPANY?

Q2) WHEN IS COMPANY ESTABLISHED?

Q3) WHO ARE THE HEAD PERSONS OF THE COMPANY?

Q4) WHERE IS LOCATION OF THE COMPANY UNIT?

Q5) WHERE ARE THE CENTERS OF THE UNIT OF COMPANY?

Q6) WHAT ARE PRODUCTS IT OFFERS TO CUSTOMERS?

Q7) HOW MANY MODELS THE COMPANY LAUNCHES IN A YEAR?

Q8) WHAT ARE PRICING RANGE OF ALL MODELS?

Q9) WHICH ARE THE HIGH SELLING PRODUCTS IN MARKET?

Q10) WHERE ARE CONSUMER COMPLIANTS FORUM ESTABLISHED?


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Q11) WHAT ARE MARKETING STRATEGIES OF NOKIA?

Q12) WHAT ARE THE MARKET SEGMENTATION DONE FOR ALL THE

PRODUCTS?

Q13) WHICH OF ALL PRODUCTS IS SOLD TO WHICH CUSTOMER?

Q14) WHICH INFORMATION ABOUT NEW STRATEGIES ADOPTED BY

NOKIA?

Q15) WHAT ARE THE PRICING & SALES STRATEGIES OF NOKIA?

Q16) WHAT INFORMATION ON ADVERTISEMENT STRATEGIES USED

BY NOKIA?


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niranjan nokia

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