A LIVE PROJECT REPORT ON

NOKIA PHONE
Study on consumer buying behaviour of
NOKIA

NOKIA

Submitted By :
PREETAM SINGH
 CERTIFICATE
I hear by certify that the project made on “Comparative study on
consumer buying behaviour of NOKIA phone” in the academic
year 2010-12 is true and original to the best of my knowledge.
Content:
1. Preface

2. Introduction to organization

3. Mission statement

4. Marketing objective

5. Target market

6. Portfolio analysis

7. Micro and macro environment

8. Competitive analysis

9. Marketing strategy

10. Collect and analyses Data

11. Conclusion And Suggestion

12. Research Methodology

13. Reference
1) Preface: In this era, where the technology is growing in very faster speed
and every positive change is bringing new and enhanced feature with them,
the cellular phones are at the very hot issue in this growing technology.

The technologies in these cellular/ Mobile phones are enhancing and

developing day by day, including new feature of entertainment and multiple
options like imaging facilities, movie/ animation feature, sound technologies
etc.

When the technology is the matter, every consumer/user prefers the latest
best and interacting featured technologies and also prefers these facilities in
less cost. So in this view, there is a very big and fast competition between
many companies/ manufactures of cellular phones at the world level.
2) Introduction to the Organization Company Information:

NOKIA is the world leader in mobile communications backed by its experience,

innovation, user-friendliness and secure solutions.

It is a very well known company having its vast offices worldwide. Their
specialized product is cellular phones. They have many house hold items as
well.

 Board of Directors:-

The current members of Nokia's Board of Directors were elected at the Annual
General Meeting on March 27, 2003. Click here for a short résumé and
information on the members' shareholdings.

 Corporate Responsibility:-

Being a good corporate citizen means meeting responsibilities towards

individuals, the environment, and society in general. We are making corporate
responsibility an integral part of decision-making in all parts of our business.

 Financial Factor:-

Nokia achieves excellent profitability in the first quarter 2003 and mobile
phone volumes grow faster than market.
3) Mission Statement:-

Many organizations develop formal mission statements that answer these

questions. A mission statement is a statement of the organization’s purpose
what it wants to accomplish in the larger environment. A clear mission
statement acts as an invisible hand that guides people in the organization.

The mission statement of NOKIA is…

“CONNECTING PEOPLE”
Goals:-

The goal of NOKIA is “to be a good corporate citizen wherever we operate, as a

responsible and contributing member of society. We take part in long-term
projects aimed at helping young people create their own place in the world,
for example through our global youth programs.”

 Digital Bridging:-

Digital Bridging is an integral part of everyday business. It is also an important

part of the company's Corporate Community Involvement activities that focus
on youth and education.
4) Marketing Objectives:-

Marketing objectives presents a brief summary of the main goals and the
recommendations of the plan for management review, helping top
management to find the plan’s major points quickly.
In marketing objectives, following areas are included:

 Current marketing situation

 Threats and opportunity analysis
 Objectives and issues
 Marketing strategy
 Action programs
 Budgets
 Control
 Organization’s Network: Nokia is manufacturing its products worldwide in
following countries…

· Austria · Gulf countries · Portugal

· Bahrain · Hungary · Qatar

· Belgium · Israel · Saudi Arabia

· Bosnia-Herzegovina · Italy · Serbia and Montenegro

· Croatia · Kuwait · Slovakia

· Cyprus · Lebanon · Slovenia

· Czech Republic · Luxembourg · Spain

· Denmark · Malta · Switzerland

· Finland · Monaco · Tunisia

· France · Netherlands · Turkey

· Germany · Norway · UAE

· Greece · Oman · Yemen

· Poland
5) Target Market:-

The target market of NOKIA is very wide. Its products are demanded
worldwide and are given preference at any other cellular company in the
world. They have comparatively low rates than the other companies and have
a very good and interactive performance and interesting features, so because
of these features, people prefer NOKIA than the other companies.
Especially in Asia, Europe, America and the Middle East, NOKIA has a very big
market. It is manufacturing GSM and AMPS technologies cellular sets which are
meeting every kind of consumer’s requirements.
In 2002, Nokia's largest markets were US, UK, China, Germany, Italy, France,
UAE, Thailand, Brazil and Poland.

6) Portfolio Analysis:-

The major activity in strategic management is business portfolio analysis

whereby management evaluates the business making up the company. The
company will want to put strong resources into its most profitable business
and phase down or drop its weaker ones.

So while analyzing the portfolio of NOKIA, it was found that its product of
cellular phones, especially its GSM sets were making more profit to the
company as compare to its other products. So the company invested more
budgets in this area and started development on this area to earn the
maximum profit. But in the mean while, the company didn’t neglect their other
products and invested more money on the development of those products.
7) Micro and Macro Environmental Factors

 Effecting Business

The actions and forces outside marketing that affect marketing management’s
ability to develop and maintain successful transactions within target
customers, is called the marketing environment.
Environmental considerations are integrated into every area of company life
and at every phase of our products' life cycle. We believe in eco-efficiency and
sustainability - to respect nature and the needs of future generations. Nokia's
new Environmental Report 2002 states the company understands of the
environmental aspects and impacts of its activities.

There are two categories of marketing environment:

1. Microenvironment

2. Microenvironment
1. Microenvironment:

Following are the micro environmental factors which affects the company:

 The company
 Suppliers
 Marketing intermediaries
 Customers
 Competitors
 Publics

2- Microenvironment:

Following are the macro environmental factors which affects the company:

 Demographic environment
 Economic environment
 Natural environment
 Technological environment
 Political environment
 Cultural environment
8) Competitive Analysis:-

Visually, there is no any key competitor to NOKIA as comparing its vast market
and demand, but still, we can consider the following companies as its
competitors:-

Ericson

Motorola

Samsung

Sony

These competitors of NOKIA have also a big market, but as compared to

NOKIA, we cannot say that they can compete this organization at the same
level of competition.

Social Factors:-Every Nokia employee has influence over Nokia's performance

and reputation in issues of health, safety, security, employee relations,
corporate citizenship and human rights.
9) Marketing Strategy:

As we move into the Mobile World, we remain committed to strong growth,

profitability and responsible market leadership.

Strategic Direction:-

The mobile phone is fast becoming the centrepiece of personal

communication, allowing us access to an ever-widening range of services.
Today, we are moving from voice services to services driven by data and
multimedia.

Business Environment:-

Nokia competes in the global telecommunications industry in general and in

the mobile industry in particular, each of which has exhibited rapid growth,
change and convergence in recent years.
10. Collection of Data and Analyse of Data:

Collection of Data :

Source – Primary

Method – Questionnaire

Sample design: for boys who were in age group of 18-25 & they were ask to fill
it:

Questionnaire

Name: ______________________
Age: ________________________
Occupation: __________________

1. Do you have Phone?

Yes ( ) No ( )

2. Using Phone for which purpose?

Internet ( ) Photos& Images ( ) Both ( ) Others ( )

3. Which company Phone do you have?

Nokia ( ) Sony Ericsson ( ) others ( )

4. Why do you prefer Nokia phone over other brand?

Quality ( ) features ( ) Availability ( ) Price ( )

5. Will you prefer another Phone if price is reduced?

Ye s( ) No ( )
 Analyse of Data:

Total Sample: 20

1. Do you have a Phone?

Yes ( ) No ( )

Response: All boys says yes

Bikes

YES
100%
2. Which mobile phone you are using.

Nokia ( ) Samsung ( ) Sony Ericson ( ) Motorola ( )

Response: 8 says Nokia, 5 says Samsung, 5 says Sony Ericson, 2 says Motorola.

PREFERENCE

Motorola
10%

Nokia
40%
Sony Ericson
25%

Samsung
25%
3. Using Phone for which purpose?

Internet ( ) Photos& Images ( ) Both ( ) Others ( )

Response: 6 say for Internet, 4 says for Photos and Image, 8 says for both and 2
says for others.

COMPANY

OTHER
10%

INTERNET
30%

BOTH
40%
IMAGES & MUSIC
20%
4. Which company Phone do you have?

Nokia ( ) Sony Ericsson ( ) others ( )

Response: 11 says Nokia, 4 says Sony Ericsson 5 says others

COMPANY

OTHER
25%

Nokia
55%

Sony Ericsson
20%
5. Why do you prefer Nokia phone over other brand?

Quality ( ) features ( ) Availability ( ) Price ( )

Response: 6 says quality, 9 says features, 2 says availability & 3 says price

PREFERENCE

Price
15%

Quality
30%

Availibility
10%

Features
45%
6. Will you prefer another Phone if price is reduced?

Ye s ( ) No ( )

Response: 15 boys say no and 5 boys say yes.

Bikes

YES
25%

NO
75%
11) Finding and Suggestion:

I surveyed on NOKIA mobile phones using in DSPSR, I got most of people

preferring Nokia phone. I personally asked from the student why they are
using Nokia phones and what is the advantages and disadvantage in the phone
I found these advantages and disadvantages:

 Advantages:
 Good menu almost the same in each model (if you know one, you won't
have very big problems with using another)
 General user friendly interface - for example, big battery/network bars,
sometimes even 7 bars (not like in other phones very small and 3 level
only). It's currently - in the UMTS phones it can change to WORSE.
 Long standby times and in majority big batteries
 Possibility of personalizing many things in phones - example, logos,
ringtones, etc.
 Big screens (when compare for example to Panasonic GD 90, it's like TV.
 Disadvantage :
 Many times you pay only for name and not for good quality. Example:
5510 don't have memory cards, 3410 don't have GPRS, etc.
 No using some standards. Example: although there is fast USB, it's not
used anywhere to connect with PC...
 In fact Nokia is other often one the last one, which make phones with
some technologies. Example: phones with GPRS
 Can’t update model X to model Y. Ericsson make update to T68 to T68i
and now T68j, Siemens from SL45 to SL45i. Nokia officially doesn't allow
such things.
 Cell Info is displayed in THE SAME line with Profile name in the phones
with bigger display (in old Nokia’s with smaller screen it's in different
lines).
 Suggestions:

Though the NOKIA is the world’s largest cellular phone company and has the
very efficient features and facilities but there are some suggestions by me after
analyzing and researching about this company. It should decrease its prices of
the sets so that the sets may become in reach of every user and the market
may increase and become the cause of increasing profit rate.
Its spare parts should be available in its every market.

 There should be replace warranty in case of defection.

 Memory capacity should be increased to save the different entertaining
materials in the sets.
11) Research Methodology:

I collected data from various resources like as: primary as well as secondary
resources. I used questionnaire for collecting primary data. I surveyed on
consumer buying behaviour of NOKIA in Delhi School of Profession Study and
Research (DSPSR). Also I have collected information related to NOKIA from
Nokia store Chandni chowk, New Delhi.

12) Reference:

 Nokia store Chandni chowk, New Delhi

 www.nokia.com
 www.nokiausa.com
 www.google.com