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A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES(NOKIA)

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF

Masters of Business Administration (MBA)

From PTU Jalandhar(Punjab) By Deepak Kumar Roll No:1175932 MBA IV SEMESTER UNDER THE SUPERVISION OF Mr.Vikrant Jaswal

Chandigarh Business School, Landran, Mohali Year (2011-2013)

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CHAPTERISATION

Index

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Certificate issued by Project Guide /Supervisor 3

Declaration

Acknowledgements

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Certificate of Supervisor

This is to certify that Mr.DEEPAK KUMAR (Roll No.1175932) has completed the research project Titled A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES(NOKIA) under my supervision in partial fulfillment of the MASTERS OF BUSINESS ADMINISTRATION degree of universitys name PUNJAB TECHNICAL UNIVERSITY JALANDHAR(PUNJAB).

Supervisors signature:.. Supervisors name: Mr.Vikrant Jaswal Supervisors Designation: Lecturer

Date: . Place: CBS LANDRAN(MOHALI)

Forwarded for evaluation by the Dean: Deans Signature:. ( Seal of the Dean)

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Declaration
I hereby declare that I have completed my research A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES(NOKIA). I here also declare that all information in this report is not shared by other person.

DEEPAK KUMAR MBA 4th SEM(Mktg) Chandigarh Business School

Date: Place: CBS LANDRAN(MOHALI)

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ACKNOWLEDGEMENT

I am neither a research expert nor a trend spotter. I am a management student with foundations of management principles and theories, who is curious about various sectors and its latest happenings. I am highly obliged to Mr.Vikrant Jaswal for his invaluable support; guidance and knowledge that he shared with me thereby aiding me in making this project a successful research. Definitely, I cant ignore the technology, with Internet as the backbone and those search engines which helped me in building up this research project. Lastly, I would like to thanks to my parents for their moral and financial support and my friends with whom I shared my day-to-day experience and received lots off suggestions that improved my work quality.

DATE:

DEEPAK KUMAR

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INDEX SR NO. I) TOPICS INTRODUCTION TO PROJECT TITLE OF THE PROJECT OBJECTIVES OF THE STUDY DATA&METHODOLOGY LIMITATION OF THE STUDY CHAPTER 1-INTRODUCTION CHAPTER 2- PROFILE OF NOKIA LTD CHAPTER 3- MARKETING & MARKETING STRATEGIES 4) 5) 6) 7) CHATER 4-MARKET SEGMENTATION CHAPTER 5-CONCLUSION RECOMMENDATIONS BIBLIOGRAPHY PAGE NO.

1) 2) 3)

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Introduction to Project: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.

Title of the Study:The present study is titled as,

A PROJECT REPORT ON ROLE OF VARIOUS MARKETING STRATEGIES USED IN MOBILE INDUSTRIES(NOKIA)

Da t a a n d M et h o d o l o g y : For the purpose of the present study secondary data were used. Secondary data are collected from Books, Internet, Magazines ect.

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O b jec t i ve o f t h e S t u d y : The objectives of the present study are: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.

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Li m i t a t i o n s o f S t u d y : -

1) The study is based on the information provided by Nokia s Mobile Strategy 2) The present study suffers from all the limitations of case study method.

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INTRODUCTION
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 the third 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 woodpulp 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-inlaw. 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 two core 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 noncore operations like IT. The company focused on two 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

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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 managing customer 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 does 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 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

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
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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 customer expectations. 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. 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.
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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 political process 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 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 socalled "Production and Sales Eras of Marketing". 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 massmarketing. 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 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 weightconscious. 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
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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. A wide spectrum of businessesfrom camera to Automobile 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. 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)
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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. 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 2001, 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. 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
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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. MARKETING STRATEGIES: Introduction to Marketing Strategies STRATEGY is a very broad term which commonly describes any thinking 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.

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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. 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 strategy seeks 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 shortterm profits, and increasing the price over time as market share is gained.

Competitors have certain strengths and abilities. To succeed, a firm must leverage its own unique abilities.

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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.

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 seems that American people are resistant to smart phones, 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.

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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. Nokia Local Marketing Solution: With the Nokia Local Marketing Solution mobile operators and service providers 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 a 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 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
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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 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.

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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 organisations. 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 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 internet, 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
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By being constantly connected, consumers are allowing marketers access to parts of their lives that not long ago would have been much 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 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, that 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 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.

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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 their door 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 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 both 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
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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 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 create stickiness 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 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,
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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 etching added a creative spark to the graphics, finishes and colours selected for each model in the collection. 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
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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. 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 2003 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 Gautam Advani said. Mr Advani claimed that the company launched a game named Makhan Chor during Janmasthmi Utsav last month and the response was very encouraging. 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.

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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. 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 FisherPrice 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 Fimbles products including soft, plastic and electronic learning toys for the UK and Ireland.

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PRICING STRATEGIES
Ultra low cost phones--less than Rs 2,000--are fuelling demand in cost-sensitive India, where more than 4 million new users are entering the 85.4 million strong wireless sector each month. The number of mobile services users surged 47 percent in 2005, and now exceeds the population of Germany. India is expected to be the world's third largest mobile market by the end of this year, behind China and the United States. "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 1100, 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 customized to meet consumer needs.

The 1100, which currently retails at Rs 2,700, 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 2600, priced at Rs 4,200, is the highest selling colour model in India, with a 7% market share. In the colour segment alone, the 2600 has a 17% share. Clear evidence of how features (colour screen) and price have been cleverly bundle d to drive penetration, says Behl. 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.

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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 the end-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.

Promotion: This includes advertising, Sales promotion, Publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.

Place: refers to how the product gets to the customer; for example, point of sale place or Retailing. This fourth P has also sometimes been called Placement, 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.

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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 for Nokia 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 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 & Games 10) 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 models, 1110 and 1600, 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 1110 (black and white display) and Nokia 1600 (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 main functions 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. Nokia handsets are renowned for their ease of use and the Nokia 1110 and 1600 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 1110 and Nokia 1600 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. Sanjeev Sharma, Managing Director, 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 past endeavours 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 1110 and 1600 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 economic progress in India. The advertising campaign therefore uses the Talking Alarm functionality of the Nokia 1110 and 1600 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 1110 and Nokia 1600 phones have excellent voice quality and coverage based on state-ofthe-art radio software. The new technology enables operators to add voice capacity within
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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:SOME MODELS OF NOKIA 1) Nokia 2630

Key Features

Ultra-slim design measuring at only 9.9 mm Capture and share photos with a VGA camera with 4x digital zoom Share and transfer data via Bluetooth, GPRS, email and Internet Listen to FM Radio in an instant with a one-touch key Personalize your Ringtone with any MP3 Audio File

2) Nokia 2760

Key Features

Refreshing, trendy design thats progressively stylish Capture stills or videos with a VGA camera or tune in to FM Radio for music enjoyment Enjoy larger user memory for storing more photos, MP3 ringtones and entries into phonebook Connect to the world via Bluetooth, GPRS and email
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3) Nokia 6110

Key Features

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 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

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4) 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 5) Nokia 2355

Key Features

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
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6) 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

7) 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

Easyto-use menu in multi languages with calendars

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8) Nokia 1200

Key Features

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 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 planning process. 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. 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 -Is a dominant player in the smartphone market via its majority ownership of Symbian and its propritary Series 60 user interface which are projected to represent majority of the 100M smartphones sold in the next 4 years. - 33% market share still the largest cell phone vendor by far, with double the marketshareofnearestcompetitor - Size should enable Nokia to amortize R&D costs and to get cost advantages - Brand position: probably one of the top 20 brands in the world WEAKNESSES -The N-Gage is considered a flop - Being the market leader and its increase role in Symbian is giving Nokia a bad image, much like Microsoft in the PC industry. - Slow to adopt new ways of thinking: a good example are clamshell phones which are preferred by many customers. Nokia was reluctant to produce a clamshell until this year, when it launched its first model.
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OPPORTUNTIIES - Increase their presence in the CDMA market, which they are just entering, as as 3G and Edge - New growth markets where cell phone adoption still has room to go, including and o ther countries. - Leverage its infrastructure business to get preference and a stronger position carriers THREATS - Late in the game in 3G creates a risk to be displaced by leaders like Motorola, LG, NEC and others. - Asian OEMs who are entering the market very agressively (TCL, nGo Bird) - ODMs (HTC and others) enabling carriers to leverage their customer power bypassing the handset vendor. Operators want to lessen their dependency on handset vendors and the dominance of Nokia. Orange, O2, and many other operators globally are selling their own brand of phones. well India with

CONCLUSION: From the Above Project I Had Come to this Conclusion That Nokia has Implemented Various Strategies in Developing It Products on a Large Scale & 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 techiques 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.

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RECOMMENDATIONS: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 a affordable Price. 3) The Company should try to bring attractive offers & discounts to the customers to make them more Brand Loyal towards them. 4) Research should be carried out on a large scale & in selected areas.

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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 DIGITAL ARTS

WEBLIOGRAPHY:1. www.google.com 2. www.wikipedia.org 3. www.metacrawler.com 4. www.icfai.org

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