New Product Development

Mini Project
On

Submitted by
Shahl kv
MBA - DEPARTMENT
Reg No – 17KUCMD038

Submitted to
Mrs Sohini Gupta

SBUJECT
International Marketing Strategy
2017 -19

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 INTRODUCTION
NOKIA
Nokia Corporation, a Finland based company incorporated in 1967, is an international
communication company in global leader in mobile hand set telephones. Nokia has a world wide
share of about 40%. Nokia focused on the key growth areas of wire lines wireless
telecommunications. Nokia produces mobile phones for every major market segments and
protocol including GSM, CDMA, and W-CDMA (UMTS). The corporation also produces
telecommunication network equipment for application such as mobile and fixed-line voice
telephone ISON, broad band access, voice over IP, and wireless LAN. Nokia’s group structure
is slightly different than its employment structure. Nokia started of as a pulp, rubber and cable
manufacturing company to a major manufacturer of mobile devices. It’s the leading
manufacturer of mobile devices. Nokia offers a wide range of mobile devices with the
experience in music, video, imaging, gaming and a lot more. It also provides the services for
network operators. Company recorded revenues of 41,121 Million € in 2007 about 20.3 %
increase from 2006.

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 INITIAL NEW PRODUCT DEVELOPMENT STAGE

OPPORTUNITY IDENTIFIED

Nokia wants to offer intelligent and entertaining multimedia functionality in an easy to use, ultra
slim package’.A latest study conducted by Nokia pointed out that the people in Pakistan prefer
style more than the need of being connected. The study says that the new devices combined with
a attractive fold design with quick cover keys is bringing out substance to style, which is more
acceptable in Pakistan as compared to other markets in the region of Asia and Asia Pacific. The
study said that for innovation-conscious users ‘we need to offer intelligent and entertaining
multimedia functionality in an easy to use, ultra slim package’.

NEW PRODUCT IDEA

The idea starts with thoughts of cell phone then it linked with next association i.e. USB flash
drive and Nokia book. It is found that the transference of data every where is not possible. One
has to keep lap top and other necessary equipment with you all the time. This problem is
addressed while conceiving the new product idea. A quick view of data and all computer
functions in a cell phone for business professionals and students. Conversion of data from USB
to cell phone where and when you want will facilitate business professionals and students at
reasonable price The new idea of adding new features to Nokia E series mobile phone has been
conceived by customer preferences for new features, employee’s suggestions and creative
technique i.e. mind mapping.

INFORMATION FOR DECISION

A statistical method has been used to determine the relative importance consumers attach to
salient attributes and the utilities they attach to the levels of attributes. The technique is based on
the premise that products and services are made up of features or attributes that vary according to
the identified preferences of consumers. This technique is used to make the decision of
manufacturing the new idea of Nokia E-91

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 DECISION POINT

Decision to Go for Nokia E91 came out of a latest study conducted by Nokia pointed out that the
people in Pakistan prefer style more than the need of being connected The study said that for
innovation conscious users ‘we need to offer intelligent and entertaining multimedia
functionality in an easy to use, ultra slim package’. Cell phone users in Pakistan were involved
more in style, which was beyond their expectations. Users in Pakistan needed style and design
more than other features. Youngsters demanded innovation in multimedia computer that brings
the complete experience to a sleeker body. Nokia has created a very eye-catching device using
premium materials to enclose world-class features and experiences.

PRELIMINARY INVESTIGATION STAGEPRELIMINARY

INVESTIGATION STAGE

MARKET ANALYSIS

INTERNAL BUSINESS ENVIRONMENTS

Nokia, one of the leading cell phone manufacturers, is renowned for its organizational culture.
Flexible and speedy decision making in a flat, net work organization form. Since from the
beginning, the company always tried to shape a Culture of TRUST, RESPECT and OPENNESS.
To effectively control the internal business environment, Nokia conducts continual appraisals of
the business’s operations and readily act upon any factors which cause ineffectiveness in any
phase of the production and consumer process.

EXTERNAL BUSINESS ENVIRONMENTS

Changes In the external environment will create opportunities or threats in the market place.
Fluctuating economy, changing customer attitude and values, and demographic patterns heavily
influence the success of Nokia’s product on the market and reception they receive from the
consumers. Major external and uncontrollable factors that influence an organization's decision
making, and affect its performance and strategies. These factors include the economic,
demographics, legal, political, and social conditions, technological changes, and natural forces.

THE ADOPTION PROCESS

Research, on how markets accept new ideas, has led to the adoption curve model. This
demonstrates when different groups accept new idea, emphasizing the relationship between the
groups and showing that there are leaders in the acceptance of new ideas.

Innovators
They are the first to adopt a new idea. They are eager to try a new product and are willing to take
risks.

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Early adopters
Are well respected by their peers and are often opinion leaders. They tend to be younger, more
mobile and more creative than later adopters.
Early majority
They avoid risks and delays trying a new product.
Late majority
They are cautious about new ideas.
Laggards or Non-adopters
They prefer to continue past behaviour and are suspicious of new ideas.
Following figure shows the adoption curve for a typical E 91.

2G Mobile
MARKET SEGMENTATION Fixed line

Entry level (Rs 2,500-6,000)

Nokia targeted low income people and first time mobile buyers inTVthis series . Sets include are
Digital
1200, 1208, 1100, 1110, 1112 etc
Classic Series:(Rs 7,000-17,000)
Nokia targeted decent people in this series . Sets include
Broadbandin this series are 6300,6233,6120,3120
etc Portable music player

N gage series (Rs 8,000-16,000) Games console

VOIP
Nokia targeted game lovers in this series . These sets include game like play station ,PSP and
PVR
Xbox 3G Mobile
Xpress music (Rs 13,000-35,000)
In this series music lover are targeted. Sets are 5220,5310,5800,5610,5320 etc
N-series (Rs 18,000-50,000)
This series is also called multimedia computer. Named as on step ahead multimedia.Sets are
N70, N73, N95 ,N96, N80, N81, N91 etc
E-series (Rs 18,000-60,000)
This series is for business people. Sets include are E51,E66, E71,E61i,E90 etc

Premium series (Rs 80,000-1,500,000)

In this series nokia targeted people which show visual status. Sets include in this series are
Sephira arte,8800Gold,8800arts etc

The profile for Nokia E-91 customer consists of the following geographic and demographic:

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

Geographic:

 Nokia E-91 immediate geographic target is rural Pakistan.

 The total targeted population is estimated at 100 million.

Demographic:

 Male and female.

 Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market
according to the NOKIA Ltd.

 Professionals and College students.

POSITIONING STRATEGY
When Nokia E-91 positions its brand in the crowded mobile phone marketplace, its message
must clearly bring together the technology and human side of its offer in a powerful way. The
specific message that is conveyed to consumers in every advertisement and market
communication (though not necessarily in these words) is "Only Nokia Human Technology
enables you to get more out of life “In many cases, this is represented by the tag line, "We call
this human technology". This gives consumers a sense of trust and consideration by the
company, as though to say that Nokia understand what they want in life, and how it can help.
And it knows that technology is really only an enabler so that you-the customer-can enjoy a
better life. Nokia thus uses a combination of aspirational, benefit-based, emotional features, and
competition-driven positioning strategies. It owns the "human" dimension of mobile
communications, leaving its competitors wondering what to own (or how to position
themselves), having taken the best position for itself.

E-91 has created a distinct position in customer mind by:

 Nokia logo
 Slogan “Know our past. Create the future”

 Latest Ring Tone

 New Messages Tunes
 The specific message that is conveyed to the customers in every advertisement.

MARKETING MIX

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Price
The skimming price is used for E 91.
The expected price is from 60,000 to 70,000. This cell phone is related to E-series. This series is
also called ENTERPRISE series.
Distribution
Coverage: Nokia is widely available in al over Pakistan.
Distributor
Nokia main distributors are united mobiles, mobiles zone and Advance telecom. Nokia
mobiles are mostly available at every mobile outlet.
Promotion
With the advancement of technologies, new and innovative handsets are being launched in the
market from time to time. Among all the widgets present, the Nokia E Series mobile phones
perfectly meet the requirements and expectations of all the individuals and its huge popularity
among the masses is a clear indication of its greatness. At 3mobileshop, the users will get all the
latest Nokia E Series phones at very reasonable rates. The stunning colours and amazing designs
make them more beautiful and their mind blowing features are highly capable of fulfilling the
requirements of all the professionals and business executives. I have clearly mentioned the key
features of all the available Nokia E Series phones, so that customers don't face any difficulties
while selecting the best ones for you.

Apart from giving the cheap Nokia E Series phones, Nokia also loves to amaze its customers by
showering on them exciting free gifts and interesting deals. One can get exciting free gifts like
laptops, games and many more and thus, nowhere will you
get such thrilling and exciting gifts along with handsets. These superb gadgets come with plenty
of high-end features like video recorder, camera, music player, Bluetooth Technology and many
more and with the help of QWERTY keyboard, one can access many more interesting features
on these astounding Nokia phones. Our dedicated 'Customer Care Centre' efficiently pays heed
to all the queries of our esteemed customers. Make efficient use of this opportunity and so, just
hurry and purchase all these exciting latest Nokia E Series phones along with lucrative free gifts
from Nokia. Nokia has been doing its share of marketing: the signs and hoardings on the road
and media advertisement.

Advertising:
1. Though TV , Sign boards , Bill boards , Radio and Newspaper
2. Broachers , Posters ,Dummies and display stands

Personal selling:
By product training to Distributer(what is product)

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Sale promotion:
1. Gift like Yamaha bike , Philips TV , Mitsubishi split AC , watches and digital diary
2. With N73 mobile offer 2500Rs original Blue tooth free
3. With 6220 offer leather Wallet
4. With 6300 offer caps and shirts

ANALYZE THE COMPETITION

“Nokia is fundamentally changing its business model to transform both the company and the
industry. While Nokia continue to compete with the traditional mobile device manufacturers,
Nokia also are dealing with new competitors entering the market from the PC and Internet
industries. These are the areas where the biggest opportunities lie.”With all this technology
available in the communications market it is obvious that Nokia will have lots of competition,
they include:

Sony Ericsson Motorola Samsung Siemens

Panasonic NEG Sagem Toplux

DEFENDING MARKET SHARE

While try to expand total market size. Nokia continuously defends its current business. The most
constructive response by Nokia to defend its shares is continuous Innovation, and E 91 is an
example of it. The new E 91 will increase the competitive strength and value to customers.

Following are the policies for E 91 designed by Nokia Corporation.

Premium performance.
The E91 is reliable and durable like other products of Nokia.
Complete information.
Complete information is given on the ads regarding the concerned products.
Counter offensive defense
Nokia has competition with Samsung, Ericsion, Motorola, and Sony Ericsion. Nokia has to adopt
counter Offensive defense by launching innovative products. E91 is the best example of such
strategy.

Nokia has competition with Samsung, Ericsion, Motorola, and Sony Ericsion. Nokia has to adopt
counter Offensive defense by launching innovative products. E91 is the best example of such
strategy. Nokia is the major supplier of phones and at is located in one of the smallest countries

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of the world (5.2 million populations) and one of the most remote countries in the western
economy. Nevertheless, it has grown enormous enterprise by simply being cost leader and using
its advantage to constantly bring about product innovation and participate aggressively in the
market places. Similarly, people who download music (or the modern day equivalent, if there is a
thing) want an I Pod. In spite of the presence of big names in consumer electronics like
Samsung, LG, Sony-Ericsson and Motorola, Nokia really rules the mobile phone market all over
the world with nearly 40% of the market share with no close competitors. Nokia is certainly the
king when it comes to brand value, service and experience. The Finnish mobile giant is clearly
No. 1 choice in South East Asia including India and China. How they could reach the top
position? Let’s find out.

1. Call Quality
Nokia is known for its circuitry to handle the RF Reception and providing the best call reception
quality. You won’t see users complaining much about the noise or the disturbances within Nokia
phones unless its a problem of the telecom service provider. So, the primary objective of a
mobile phone i.e. to serve us with better and clearer sound when we talk is served by Nokia
perfectly. And if you are a person who is accustomed to other mobile phone manufacturers, then
you know that even Apple phone and Sony Ericsson are guilty of it.
2. Hardware
You can be assured of the quality that Nokia provides in your phone hardware. The circuits are
far more durable and reliable than any of the other mobile phone available in the market. I am
using a single Nokia phone for 6 years and I had to take it to the service centre only once during
this period for a trivial problem. That speaks for the truth I am talking about.
3. Battery
The Battery life of Nokia mobile phones is longer than many other cellphones available in the
market. People who talk a lot prefer Nokia than any other brands. They always know that the
battery will not run out in the middle of the call. iPhone has had this problem with battery life in
the past and that hasn’t been solved yet. Nokia leaves others miles behind when we consider the
longevity of the battery.
4. Robustness
Everyone knows that Nokia mobiles are truly rock solid. I want to share my experience with
respect to this. I dropped my Nokia the very next day I bought it. I dropped it on the staircase and
it bounced to nearly 12 steps down. My heart pumped out with the fear of losing the phone on
the second day. But what I found when I reached downstairs is that the phone is fully functional
and it only had a few scratch in its body. Since then, it slipped off my hand many a times but it
did not refuse to function. Thanks to Nokia for making such rugged phones. It would really be
the worst thing if I had to take my phone to service centre or had to buy a new one every time I
dropped my phone.

5. Wide Product Range

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Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every
consumer groups, starting from simple and durable phones for the low income groups and high-
end phones for those who can afford to spend money. So regardless of you being a corporate
honcho or a fresher into the world of economy, Nokia has something for you. The sheer range of
products is enviable and at the same times the success mantra of Nokia’s dominance.
6. Customer Service
The Customer Care of Nokia which they call the Nokia Care, handles the complaints very
efficiently satisfying their customers. I had a problem with the display of my Nokia Phone. I took
it to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they
implement on the customer’s mind, is really appreciable. Hope you remember the battery
bursting incidents of Nokia mobile phones in India. The BL-5C battery, which was the culprit in
this case, was promptly replaced with no questions asked. They also helped people with a
temporary site to go and put their unique manufacturing id and see if they needed to change the
battery or not. Believe me, the call wasn’t that easy keeping in mind the number of battery parts
they had to change.
7. Reliability
Nokia really has become a brand that people can trust upon. The error rates or crash rates of
Nokia phones are very low. It will not dump you when you need this phone. And petty may this
be but still; Nokia has this trust thing going in favor of it. People can blindly trust Nokia in Asian
Countries. And not to mention, Nokia has deservingly earned this place.
8. Price
The price tags of every Nokia mobile phone are very reasonable. one can still get a GSM mobile
phone for as less as Rs. 1200 in Pakistan with all the basic features.
9. Experience
Nokia is the largest cell phone manufacturer in the world with about 40% of market shares with
its competitors nowhere near its sales volume. They know the world of mobile phone more than
any other. They have ages of experience, hundreds of success stories and dozens of smart
handsets in current portfolio. That helps them to evolve and thereby nourish our needs.

TECHNICAL FEASIBILITY ANALYSIS

PRODUCTION STEPS FOR MANUFACTURE

Nokia is one of the world's largest and most sophisticated manufacturers. Though highly
automated, the production process still involves significant human intervention, from placing
high-value components like digital camera modules by hand, to visually inspecting and testing
finished products, to packing phones in boxes. For strategic reasons, Nokia does virtually all this
work itself, rather than farming it out. To ensure control over the process and keep costs down.
The formula seems to work. On average, it costs Nokia 69 euros ($87.63) to make a phone, and
on average it sells phones for 102 euros ($129.54), leaving a gross margin of nearly 33%, better
than its rivals can muster

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The Stock Room
Parts pour into Nokia factories by the hundreds of millions every day. The company sources
virtually all its components from outside suppliers: everything from memory chips and
microprocessors to liquid-crystal displays, keypads, and plastic cases. On arrival at the loading
dock, the parts are shuttled off on forklifts and cranes to gigantic storage areas, from which
they're later fetched as needed for production.
Preparing a Production Run
The first step in making a Nokia phone is to gather up all the needed parts. Most electronic
components, from resisters and capacitors to highly-integrated circuits, are delivered by suppliers
on reels of tape, protected in circular plastic cases.

The Foundation: A Printed Circuit Board

At the heart of every Nokia phone is a slender strip of plastic covered with a latticework of basic
circuits and settings for the installation of chips and other electronic components. Here, printed
circuit boards enter the paste printing machine, which lays down a patterned layer of solder
paste, made from a tin-copper-silver alloy. The paste is later melted in an oven to bind electronic
components to the board.
Providing the Parts
Reels of components are loaded onto spindles. From there, they feed into automated "pick-and-
place machines" that grab individual parts off the tape and lay them precisely onto the printed
circuit boards. Nokia uses mostly "surface mount" components that lie flat on the board.
Laying Down the Basics
Circuit boards travel down a belt from one pick-and-place machine to the next, and by the time
they reach the end of the line, all the basic components have been installed. After the parts are in
place, the boards go to an oven for seven minutes, where the solder paste is melted and the parts
become firmly attached.
Testing and Configuring
The first quality test takes place after the basic components have been installed. The boards are
advanced automatically on tracks into the "flash and alignment" stage, where basic software is
first installed into programmable components.
Does It Pass Muster?
A robotic arm lifts the board off the track and puts it into a bay. There, the chips on the board are
configured with low-level settings, such as what power level the phone will operate on. Then, a
series of electronic tests are administered to ensure that the circuit board is perfect, all the parts
work, and that they have been correctly installed.
Time for the Delicate Stuff
At this stage, the hand work begins. Here, a worker plucks digital camera modules from a reel
and installs them with tweezers onto assembled, tested, printed circuit boards. The expensive and
fragile liquid-crystal display screens are also added by hand.

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Putting It All Together
A nearby worker performs another essential task by hand: sandwiching the completed printed
circuit board between front and back structural frames, later adding the outside covers.
Adding a Personality
The last step in the production turns a generic phone into one customized to the exacting
specifications of mobile-phone users around the world. Each handset is put into a cradle, where it
is given a unique serial number, known as its IMEI code. Then, depending on who the customer
is, a unique batch of software code is pumped into the phone. Vodafone will specify one set of
menus and features, as well as a Vodafone logo on the opening screen, while Cingular will
require a different appearance and capabilities. Finally, the phone and installed software undergo
a battery of diagnostic tests. From this point forward, the IMEI code links each individual phone
to its intended customer.
Better Than Machine Vision
It seems quaint after all the high-tech assembly and testing, but before every Nokia phone goes
into a box, it's inspected one last time by an unmatched resource: the human eye. Only a tiny
fraction of phones fail this final test. Then, before being packed, the phone is de-ionized to
remove dust and electrical charge from the surface.
Ready for Retail
Phones are packed into retail boxes by hand, with appropriate documentation and accessories,
and then logged into a tracking system using a bar-code reader.
Packing and Shipping
Batches of phones headed for the same destination are packed into boxes and stored on palettes.
Each palette contains hundreds of customized phones intended for specific mobile operators.
Away They Go
Palettes are loaded into tractor-trailers on the loading dock, and trucks head out to the airport, the
port, or overland to deliver Nokia phones to carriers and retailers around the world. Many phones
from Salo go to the port in nearby Turku, but some are flown from Helsinki, depending on the
urgency of the delivery.

ASSESS MANUFACTURING CAPABILITIES

Nokia's giant production plants will take in an average of around 275 million components and
then spit out 900,000 finished mobile phones at the other end of the line. Over the past decade-
and-a-half Nokia has turned high-tech manufacturing and logistics into one of its core
competencies. Nokia approached information technology and manufacturing planning.
Company operates nine major handset factories—three in Europe, three in Asia, and three in the
Americas—and it is ramping up a 10th facility in India that will be able to produce tens of
millions of phones per year. A vast and sophisticated software system manages the procurement
and delivery of those 100 billion parts, which range from basic electronics such as resisters and

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capacitors, to pricey processors and color LCDs, to mechanical pieces such as screws, keypad
buttons, and covers. About one-fifth of Nokia's 66,000 employees work in manufacturing.

Fast-turnaround stage, called "assembly to order," Nokia pumps orders from specific carriers
into its production system and transforms the raw "engines" into tens or even hundreds of
thousands of built-to-order phones in a matter of days. Each can have a unique faceplate, for
instance, with the operator's logo on it, or special keypad buttons that take users directly to
certain wireless services. The software inside also varies from one operator to another, with
different menus, features, branding, and languages.

DETERMINE SAFETY ISSUES

Nokia corporation place high priority towards Product safety and Consumer safety. For Nokia,
product and consumer safety is the #1 priority. Some of the safety issues which are related to E
series Mobile phones include battery related issues.. Four types of batteries are currently
available for consumers

• Original Nokia batteries

• Batteries manufactured by third parties sold under own brand or no-brand
• Good or poor quality
• Counterfeit batteries

Recently around 30-40 cases globally of exploding non original batteries have been occurred.
Primary root cause of non-original battery failure is internal short circuit in the cell. Vast
majority of short circuits caused by “traumatic event” (i.e., dropping the phone) which
jeopardizes integrity of poorly manufactured batteries. Nokia investigates EVERY reported case
of an exploding battery. In each and every case, the battery in question has proved to be a non-
original battery (either third-party or counterfeit) which did not include industry standard safety
measure. For these safety issues Nokia place high emphasis on using original Nokia batteries,
which are safe and reliable. Original Nokia batteries are safe to use. Nokia has conducted a
consumer awareness program to help consumers identifying counterfeit batteries. Nokia
batteries meet all the international safety standards. Original Nokia batteries are designed and
manufactured to meet strict safety measures. Very stringent requirements of the materials and
insulations used. Continuous control of the production and intensive product testing. Original
Nokia batteries comply with all international standards,

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 DETERMINE ENVIRONMENTAL ISSUES

Three important global issues remain at the forefront of much of Nokia’s environmental work.
They are substance management, arrangements for the take back and recycling of end-of-life
products, and energy efficiency.
SUBSTANCE MANAGEMENT
During the planning and design of our products, one of our main focus areas is their material
content. We are continuously analyzing the materials used in our products with the aim of
reducing the amount of potentially hazardous or harmful content.
TAKE BACK AND RECYCLING
In take back and recycling, we have for years had in place our own arrangements for mobile
devices and accessories, as well as for mobile network and IP network security equipment. All
Nokia products are also covered by the European Union's new Waste Electrical and Electronic
Equipment (WEEE) directive. Nokia is assuming product responsibility as defined by the
directive as it is implemented throughout Europe. In addition, take back of Nokia mobile devices
will also continue at authorized Nokia Service Centers and Flagship stores in all markets where
we do business.

ENERGY EFFICIENCY
In our product creation as well as our own operational activities, an important area for
continuous performance improvement is in energy efficiency. We have consistently been able to
reduce the energy intensity of our products.

FINANCIAL EVALUATION

BUDGETING FOR THE NEW PRODUCT.

Marketing dept of Nokia should allocate 45% from its budget to launch the new products. This
amount will be spent on the following stages;

1. Idea screening 6%
2. Concept testing 10%
3. Product development 20%
4. Test marketing 9%

For strategic reasons, Nokia does virtually all this work itself, rather than farming it out. Why?
To ensure control over the process and keep costs down. The formula
seems to work. On average, it costs Nokia 69 euros ($87.63) to make a phone, and on average it
sells phones for 102 euros ($129.54), leaving a gross margin of nearly 33%, better than its rivals
can muster.

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 LONG RUN PROJECTION OF SALES
Since the new Nokia E 91 has been designed to meet the need of the target market, following
sales forecast have been projected (in units and in Rupees) in KARACHI, ISLAMABAD AND
LOHORE for the first three years.0000 150000000

TOTAL INVESTMENT INCURRED;

Cost incurred to design and develops the mobile Rs 39,000

Overhead allocated RS 4,000
Marketing costs Rs 5,000
Legal costs Rs 24,00
Total investment Rs 50,400
Revenue generated through each set Rs 60,000

ROI FOR THE FIRST YEAR (2009)

ROI = Revenue- cost incurred x 100

Cost incurred

ROI = 60,000 – 50400 x 100

50400

ROI = 20%OPMENT STAGE

PROTOTYPE PROCESS
The R&D dept has developed the following PROTOTYPE of the product. The goal is to find a
prototype that embodies the key attributes described in
the product test statement that performs safely under
normal and conditions and that could be produced
within the budgeted manufacturing costs.

INTERNAL PRODUCT REVIEW

Design and Ergonomics

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The company has been following a very monotonous design template as far as their multimedia
smart phones are concerned, yet it can’t be called an unsuccessful one. The closest thing in
appearance to the E-91 is a N81, while N85 looks more elegant due to the rounded angles, a
different plastic of a better quality. The overall size of the handset is rather modest, only making
103x55x18 mm, but the handset doesn’t give the hand a comfortable feel because of the width
and the thickness, N85 openly wins the contest. On the other hand, it isn’t even nearly as bulky
as Samsung i8510, the Korean flagship handset is really huge in an open state, the size being its
chief weakest point.

Screen
The screen of Nokia E91 is identical to the screen N96 8GB, featuring the largest diagonal
among all Nokia – 2.8’’, TFT, some of the best screen quality around. Compare this one to the
screen of Nokia N85, powered by the AM-OLED technology. N85 is notable for much more
vivid colors, yet the palette is more natural with N96, also the latter seems to display a better
behavior in direct sunlight, bringing about less annoying glare. We can’t really say that the
screen of N96 is worse than the N85 screen; it’s just in a way different.
Controls and Keyboard
The block of controls is remarkable for the use of dedicated media buttons; unlike N85 those are
operable outside the player mode. You can use them to switch tracks or start/stop playback at
any moment in any menu, which is immensely handy. The buttons aren’t of the touch kind; they
are mechanical and very responsive, bringing no trouble at all.
A Navi Wheel is traditionally available, remaining active in all menus and lists. The sensitive
area of the wheel is limited to a thin limbo running along the perimeter of the navigation
element. Moving your finger clockwise or counter-clockwise allows for rapid playlist browsing
in a corresponding direction. The light indicator sits right in the center of the Navi Wheel and
can be easily turned off. It doesn’t carry out any special functions like a message or a call
reminder, a feature still available on some older Nokia models.
Connectivity
The availability of Wi-Fi also means the availability of the WLAN Wizard application, which
essentially is a simple program intended to help the user to arrange network connections in a
semi-automatic mode. There are but a few options, once a network is detected the user is
prompted to submit a number of settings. Network filtering is available, the security standards
include WEP, WPA and WPA2. The scanning period during which WLAN networks are
searched and detected is also adjustable in the options. The USB version is 2.0, the Mass Storage
mode is fully supported, the user is free to choose from Mass Storage, PC Suite, Image Print or
Media Player on establishing a phone-to-PC connection. Both the memory card and onboard
memory storage are accessible from the PC. During Mass Storage sessions, the phone doesn't go
offline, you can still use its potential to the full. The Home Media application allows for
interaction between the phone and various devices supporting the UnPNP technology. It has seen
some serious improvements from earlier versions used in N95 and N93. If the only option
available in the initial version was the one allowing to share content stored on the device, now

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

the smartphone can play content opened from remote source. We tested this functionality both on
a phone-to-PC bundle and between two different phones as well (N82-to-N95), and found no
problems at all. After adjusting all the necessary settings in the Gallery, the 'broadcast over home
network' options became available, letting browse and play the content stored on remote devices.
Battery
Nokia E91 is equipped with a relatively old battery, the same with the original Nokia N95. It’s a
BL-5F unit sporting a 950 mAh power output capacity. The choice is easily explainable: no
higher capacity batteries were available when the development of N96 started, save for a few
samples too big to fit into the battery bay. The existing battery is on a comparable size scale with
the newer BL-5K battery (1200 mAh, used by Nokia N85), but is a bit smaller. Neither BL-5K
nor BL-6F can fit into the battery bay of N96. Nevertheless, the smart phone can keep running
for a long time regardless of the relatively low battery capacity, it can run longer than N95, and
makes world records in media recording or playback modes. Not only Feature Pack 2 contributes
to this, but mainly the power-saving STMicroelectronics chipset.
Memory
Once the device has booted, the remaining amount of free memory available to the user is 90
Mb; the total RAM size equals to 128 Mb, which is quite an adequate score for a modern
smartphone. Heap Size and Jar Size for Java applications are unlimited.
The onboard storage is divided into two unequal parts: the disk labeled C: is 128 Mb large, of
which about 70 are free and the rest occupied by system files, - this is the place where all the
contact and PIM records are stored. The disk labeled D: is where the various multimedia files are
kept. You can safely format it without causing any damage to the operating system, just take it
for a dumb file container. The D: disk is 16 Gb large. With such a huge storage massive onboard,
it would be interesting to look at the data transfer speeds:
Multimedia
The player interface looks quite standard, exposing almost no difference from Nokia N85 or
N78; the same interface is used by all latest devices basing off S60v3 Feature Pack 3. The extra
controls come in handy, both the buttons around the navigation button and the extra buttons on
the upper half of the slider are used for rewinding, playing and pausing. Here we have a huge
advantage over Samsung i8510 which isn't equipped with any extra player buttons, a flaw which
is hardly compensated by the unmatched audio quality provided by this model.

The audio quality of N96 has been discussed before, proven to be one of the best among the
currently available solution, and absolutely unmatched in the whole range of S60 Nokia phones.
The sound is better than with N78 or N79, the handset has a more realistic sounding even in
comparison with N85, though the difference is too little to matter for the majority. This
combined with a convenient system of controls (two sets of dedicated media buttons, an optimal
arrangement of slots) makes N96 one of the best multimedia devices available from today’s
market. Nokia N85 only wins in the battery charge contest in playback mode. Samsung i8510 is
the ultimate music smartphone, it’s audio quality is unchallengeable by any other model so far.

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 CUSTOMER TESTING
Customer testing has been measured through MONADIC RATING. This method asks the
consumer to rate liking of the product characteristics on a scale.

COMM STAGE ERCIALIZATION

The new Nokia E 91 has carefully been debugged, and is now ready to be launched. With the
advancement of technologies, new and innovative handsets are being launched in the market
from time to time. Among all the widgets present, the Nokia E Series mobile phones perfectly
meet the requirements and expectations of all the individuals and its huge popularity among the
masses is a clear indication of its greatness. At 3mobileshop, the users will get all the latest
Nokia E Series phones at very reasonable rates. The stunning colours and amazing designs make
them more beautiful and their mind blowing features are highly capable of fulfilling the
requirements of all the professionals and business executives. I have clearly mentioned the key
features of all the available Nokia E Series phones, so that customers don't face any difficulties
while selecting the best ones for you. Apart from giving the cheap Nokia E Series phones, Nokia
also loves to amaze its customers by showering on them exciting free gifts and interesting deals.
One can get exciting free gifts like laptops, games and many more and thus, nowhere will you
get such thrilling and exciting gifts along with handsets. These superb gadgets come with plenty
of high-end features like video recorder, camera, music player, Bluetooth Technology and many
more and with the help of QWERTY keyboard, one can access many more interesting features
on these astounding Nokia phones. Our dedicated 'Customer Care Centre' efficiently pays heed
to all the queries of our esteemed customers. Make efficient use of this opportunity and so, just
hurry and purchase all these exciting latest Nokia E Series phones along with lucrative free gifts
from Nokia. Nokia has been doing its share of marketing: the signs and hoardings on the road
and media advertisement.

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT

 CONCLUSION

In a competitive industry, businesses need to use all the resources they have, including skills and
knowledge. Continuous improvement at Corus provides a process in which everybody can play a
part in moving the business forward. Working in teams enables employees to share their ideas
and expertise.
Using the expertise of staff helps the business to develop. It also empowers individuals to take on
responsibility and provides them with increased job satisfaction.

New product development may involve risk, such as investing time, resources and money in new
technologies. However, it also creates business opportunities. Continuous improvement has
helped Corus to meet the Royal Navy's increasingly sophisticated requirements for high
specification steel products.
However, in meeting these needs, it has also opened up other business opportunities. By winning
this contract, Corus is now able to make this higher grade steel available as part of its product
portfolio. As a long-term strategy, it will help the business to outperform its competitors and
increase its market share.

RAMAIAH COLLEGE OF ARTS, SCIENCE & COMMERCE MBA - DEPARTMENT