Executive summary

Branding is an integral part of the business building process. Large corporations spend hundreds of millions of dollars building their brands, and theres a reason:      Brands enable customers to remember your product-service. Brands build customer loyalty and lead to repeat purchases. Brands make it easier for current clients or customers to refer you to others. Brands send a message as to what your customers can expect. Brands convey an emotion. add value.http://free-assignment-

Brands

exchange.blogspot.com/ For downloading this report and many other assignment, project and reports for marketing, management, human resource management, supply chain management, engineering and medical available absolutely free online please visit

http://free-assignment-exchange.blogspot.com/
 Hence it is very important for an organization to develop strong brand image which and develop brand in god manner. As in our subject Product And Brand Management we learn various concepts regarding bran, brand elements, building of brand, POD and POP and brand equity. In this project I made an attempt to understand the practical application of these concepts and how they are helpful to the company. In this project how these concepts are applied by Nokia is studied. The topic I study brand development and brand equity of Nokia. Nokia is market leader in mobile sector and in India Nokia is holding 1st rank for last three consecutive years. So I want to know how they are able to develop their brand equity and what their sources of equity are.

NOKIA INTODUCTION
Its vision is a world where everyone can be
connected. Our vision is to ensure that 5 billion people are always connected at any given point and to achieve 100 fold more network traffic.

Nokia comprises three business groups: Mobile Phonesconnect people by providing expanding mobile voice and data
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capabilities across a wide range of mobile devices. Multimedia gives people the ability to create, access, experience and share multimedia in the form of advanced mobile multimedia computers and applications with connectivity over multiple technology standards. Enterprise Solutions offers businesses and institutions a broad range of products and solutions, including enterprise grade mobile devices, underlying security infrastructure, software and services. Its business groups are supported by various horizontal entities: Customer and Market Operationsis responsible for sales and marketing, manufacturing and logistics, and sourcing and procurement for mobile devices from Mobile Phones, Multimedia and Enterprise Solutions. Technology Platforms delivers leading technologies and platforms to Nokia's business groups and external customers. Many other Nokia-wide horizontal units drive and manage specific Nokia assets. Nokia Siemens Networks, which started operations on April 1, 2007, for fix mobile network in business.

NOKIA AS A BRAND IN INDIA

Nokia has played a pioneering role in the growth of cellular technology in India. Nokia started its Indian operations in 1995 and presently operates its offices in five main cities namely, New Delhi, Mumbai, Kolkata, Bangalore, Ahmadabad. Its Indian operations include handsets and network infrastructure business in which Nokia Siemens (Nokia merged its telecom network operations with Siemens. They also agreed to merge their equipment division into a joint company) has made a significant progress in realizing business opportunities and increasing market share. The Nokia Siemens Network is a key supplier to all the top GSM operators including Bharti, BSNL, Vodafone, IDEA, BPL. Since then the Nokia brand has been steadily growing and has gained wide acceptance in the Indian market. India is the third largest market for Nokia, in terms of its net sales as of 2006. It is the most trusted brand in India and leads other cellular phone brands in terms of market share, advertising and customer service.
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Besides, Nokia was the market leader in mobile communication devices in India. The company has been carrying out sales & marketing, customer care and research & development activities in the country. Nokia considers India to be one of its most important markets. The company's Code Division Multiple Access (CDMA) facility is located in Mumbai and provides software and technical support to CDMA consumers in India and other Asia Pacific countries. In 2004, Nokia was chosen as the most respected consumer durables company' by Business world. The magazine wrote, This Finnish Companys debut at the top of the heap says two things. In 2005, Nokia was recognized as the Brand of the Year' by the Confederation of Indian Industry, India's apex industry association. The company was chosen for this award because of its high brand recall, well established distribution channels and being 'most preferred' by the consumers. A survey on consumer awareness was conducted by The Environment Protection and Consumer Rights Organization (ECOCON), a student body of Symbiosis Societys Law College. The survey has acted an effective tool in their attempt to understand the mind of the consumer. In the cellular phone handset category, Nokia is clearly the most preferred brand. The other comparing brands were nowhere in the foray, not even touching a double-digit figure. BRAND ELEMENTS A brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. The key to creating a brand, according to the AMA definition, is to be able tochoose a name, logo, symbol, package design, or other attribute that identifies a productand distinguishes it from others. These different components of a brand that identifyand differentiate it can be called brand elements. Following are known as brands elements:Brand Names & URLs- Useful for Brand Awareness & Brand Associations Logos & Symbols- Corporate names & Trademarks. The company logo is the cornerstone of the firm's branding elements. For many firms the logo is the
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visual reminder of everything that the firm stands for. While a great logo won't necessarily build the firm, it plays a vital role in representing it. Conversely, a weak or confusing logo can detract from the value that the firm brings. Characters- A symbol that takes on human or real life characteristics Slogans & Jingles- Short phrases that contain descriptive or persuasive information. Packaging & Signage- Identify the brand

Nokia logo Nokia Corporation has been in the telecommunications business since the 1960s and has become a global leader of the industry. The Nokia logo, like the company, is synonymous with mobile technology, hightech gadgets and new ways to communicate and explore. The Nokia logo consists of a very burly slogan that gives the brand a truly strong position in the telecommunication industry. The slogan cleverly expresses the companys mission, which is to connect people without barrier and distance. This has made the Nokia logo stand out from the rest.

So when it came to designing their logo, Nokia Co. made every effort to make its logo represent the companys mission. And thus, the infamous Nokia Connecting People logo came into being. Whats in a Slogan? 'Nokia' one the world's most valuable brand has distinct personality. The slogans We call this human technology', 'only Nokia human technology enables you to get more out of life' and 'connecting people' emphasize human side of technology, thereby resulting in brand personality of trusted friend. There is a perfect image of two people almost joining hands with each other on the Nokia logo. The image has given a proper support to the logo and has brilliantly complimented the companys mission and the slogan. Nokia ringtone: Nokia has a unique ringtone which is in every phone. Nokia mobile ringtone is default in its handset and most often it is the ringtone liked by Nokia users. Anyone can identify Nokia by just listening to its ringtone. Nokia Website: Nokia website www.nokia.com is also a brand element associated Nokia. In this portal we can find information regarding new handset as well upcoming models. We can download ringtones, themes, games etc. Personality / Image: Nokia was named the 5th Best Global Brand in 2007 and has been one of the 10 best global brands for almost a decade.
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Nokia focused on building customer, relationship and trust. Building friendship and trust is the heart Nokia brand. Logo shows their brand personality.

As the focus is on customer relationships, the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the

human dimension created by the brand personality carries over into the positioning strategy for the brand. A Powerful Brand. Undoubtedly, Nokia is a powerful player in the mobile telecommunication industry. Its mobile phones and gadgets have been infiltrated globally in mobile markets and are the customers favorite. Apart from being celebrated for its mobile phones, Nokia Co. also offers its customer other corporate functions which include multimedia devices and applications, enterprise solutions and network services. This further makes the Nokia logo a common household icon.

BRAND PORTFOLIO
Nokia includes ten different series of mobile phones, each with a subset of different models which define the whole product range in series -Nokia 1xxx (basic) series are ultra basic series, the 1xxx series is basic mobile phones. -Nokia 2xxx (basic) series are like the 1xxx series, the 2xxx series are entry-level phones. However, the 2xxx series generally contain more advanced features than the 1xxx series; many new 2xxx series phones have color screens and some have cameras and Bluetooth.

-Nokia 3xxx (Expression) series are mostly mid-range phones targeted to the youth market. Some of the models in this series are targeted to young male users. -Nokia 5xxx (Active) is similar in features to the 3xxx series, but often contain more features towards active individuals. Many of the 5xxx series phones feature a rugged construction or contain extra features for music playback. -Nokia 6xxx (Classic Business Series) series is Nokia's largest family of phones. It consists mostly of mid-range to high-end phones containing a high amount of features. The 6xxx series is notable for their conservative, unisex designs, which make them popular among business users. -Nokia 7xxx (Fashion and Experimental) Most phones in this series are targeted towards fashion users, particularly towards women. -Nokia 8xxx (Premium) series is characterized by ergonomics and attractiveness. The internals of the phone are basic; however the physical handset itself offers a level of functionality which appeals to users who focus on ergonomics. - Nokia Eseries is Enterprise series - Nokia Nseries is Mobile Computer series - Nokia Xseries is Multimedia series

BRAND BUILDING OF NOKIA

The Nokia range available in India extends from Rs 700 at the lower end to Rs 60,000 at the high end. Marketing theory says a brand cannot be all things to all people. This is the reason that Hindustan Unilever, with quality built around its brand, refused to match Nirma, which came out with a cheap detergent. This is also why Eveready, the battery manufacturer, refused to lower prices when faced with a Chinese challenger in the dry cell market. But Nokia has a problem promoting other brands under its corporate umbrella. "Unlike the FMCG (fast-moving consumer goods) market -- where the product lifecycle is at least 10 and sometimes 50-100 years -- models have a lifespan of 15-24 months here,"
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With such a lifecycle, promoting various models would mean watching money go down the drain in a couple of years. Instead, Nokia is promoting platforms -music, for instance. With this approach, one model can replace another while the branding remains the same, or is extended slightly with the E series and N series. "Nokia has done well to focus on the 'mother' brand rather than on 'another' brand," Nokia has understood the Indian market by straddling all segments: the high, the middle and the low end. "The company has created a ladder for consumers to climb from the low end to the middle end to the high end, while being fully assured that they will be with the mother brand Nokia." Nokia brand in terms of REAPS" model, which takes into account five needs rational, emotional, aspirational, physical and spiritual of the Indian consumer. The rational need of quality versus price has been met across price segments with options. The emotional need of being able to keep in touch with near and dear ones during times of joy and sorrow is being adequately fulfilled. The aspirational need with the new models and features and the look-good approach has helped the brand become a sought-after, must-have brand. The physical need has been taken care of through size and comfort. And, finally, the spiritual need has been met through (local) languages and people --whether they are 18 or 80 -- being able to greet one another via SMS [text messages] during religious festivals." The Nokia story in India has not been about grafting a model that has worked abroad. In fact some of its models -- the handsets, not the strategies -- are unique to India. Consider this example: It would probably be inconceivable to mobile phone users in the U.S. or Europe that their mobile phones should incorporate a flashlight, or torch. But in India -- where large numbers of the rural population do not have electricity, and power cuts are commonplace even in the cities -- having a torch built into a mobile phone is a distinct and tangible benefit. The Nokia 1100, the first made-for-India phone, has been a runaway success. Manufactured at Chennai, it is also being exported. The 1100 incorporates a torch, an

alarm clock and a radio. "Innovation is something which consumers reward in this market," Similar plans are in the works at Nokia's three India R&D labs, which employ 700 people. For obvious reasons, most of the activity is under wraps. Nokia is, however, willing to talk about the "shared" phone. This is, again, something that mobile phone users in affluent countries might find puzzling, but the concept is simple. For reasons of affordability, in rural areas a phone may be shared by several people. The models being launched to cater to this need will have separate address books, individual billings and more. Will it work? People initially doubted the torch phone, too, but it became a popular product. Indian market is different and needs out-of-the-box thinking. Fundamental consumer differences exist between India and other countries. A cell phone is a huge style icon for the Indian masses: 62% of Indians buy a cell phone because of its looks. That is something that is not true anywhere else in the world. It's as huge a style statement as your watch, pen, cufflinks or bag. Hence, the brand matters quite a lot. By indentifying the customers needs minutely and full filling then at economical price through innovation help to make NOKIA No. 1 brand in Indian market.

NOKIA POSITIONING
When Nokia 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 Technolgy 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,
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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. In India Nokia position itself as a brand which offers quality phones at economical prices and has a huge range of product for each segment. Nokia also position itself as best innovating brand based as it offers a new mobile hand set in every 21 days. Any feature we want its in Nokia. Nokia starts promoting itself as a brand in India by starting advertisement that its phones are made for India. Even today also when we purchase any Nokia phone then also written on that Nokia nmskar which mean they are attaching themselves emotionally with Indian customers and welcoming then for buying it. Some firsts for Nokia in India 1995 First mobile phone call made in India on a Nokia phone on a Nokia Network 1998 - Saare Jahaan Se Acchha, first Indian ring tone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210) 2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-fi Phone- Nokia Communicator (N9500) 2007 First vernacular news portal. I found this article on website named www.CiteMan.com.which show that Nokia is repositioning its brand image . Nokia handset maker is now positioning as a services player too
October 3, 2009

The worlds largest handset brand is going all out to prove that there is more to a call than just hardware. If you are planning to go to a Nokia Priority store today to buy a mobile handset, you could be in for a pleasant surprise. Theres a lot more to these stores now than mere hardware. More than a third of the 700-odd retail shops across the country are now Wi-Fi enabled, allowing you to surf the internet. These stores, which earlier used to have only one counter for sales of handsets and
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accessories, now have four zones one each for music, gaming, e-mail and navigation applications. The salespersons at each counter will not only help you choose a suitable handset, but will also assist you in choosing songs from the Nokia music store, check email services, choose from different games, and even download songs onto your handset, if you wish. In April this year, Nokia announced the availability of its gaming service, NGage in India with additional games and an expanded online offering. Around this time, Nokia also unveiled the new addition to its E-series range, Nokia E75, with the Nokia Messaging Service which mobilizes email solutions on its devices. Nokia has a subscription-driven model where the payment is made through operators. After a successful pilot in Maharashtra, Nokia announced the commercial launch of Nokia Life Tools service. It has a range of three primary services - agriculture, education and entertainment. The Nokia Life Tools Agriculture service, for instance, is available for Rs 1-2 a day. The Nokia Life Tools Education service, available throughout India, offers three components: Learn English, with basic, intermediate and advanced levels. The Nokia Life Tools Entertainment service includes astrology, news, jokes, cricket and ring tones offered at existing market prices. All these services are delivered by SMS to ensure that the service works wherever a mobile phone works, without the hassles of additional settings or the need for general packet radio service (GPRS) coverage. Having received a good response, they will launch full-fledged Nokia Life Tools services from October. Towards the end of last month, Nokia announced the launch of its Music Store service in India. It offers music lovers access to over three million sound tracks across all genres. Nokia has tied up with leading international music labels such as Universal Music Group, Sony Music, EMI and Warner and major independent Indian record labels including T-series, Yashraj Music, Saregama, BIG Music and Venus. The company has partnered with Indias leading music body, Indian Music Industry (IMI), a consortium of over 150 music companies. Given the low internet and credit-card penetration in the country, Nokia decided to introduce vouchers in their priority outlets for music. Besides this, Nokia also bundles music with handsets branded as Comes with Music one-year offering. Nokia also has free downloads with nearly 320,000 applications downloaded globally

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each month, and India is the most active market for downloads from its Try for Free service. Most of Nokias services, except for the Nokia music store, are currently branded under the OVI (sub-brand) umbrella. All services will gradually be brought under the OVI fold. OVI, in Finnish, means Door. Its the door to your digital world The advertising-based business model for Nokia will take some time to pick up since it needs more active users (those who have used at least one Nokia service in the last six months). Globally, Nokia is launching a financial management and payment service Nokia Money which will be rolled out in early 2010. It is promoting these services through its recent acquisition, Obopay, which has a presence in India and the US. And having sold over 20 million 3G-enabled handsets in India, they are optimistic that once 3G services are rolled out, data connectivity will only get faster and services only better

POINT OF PARITY AND POINT OF DIFFERENTIATION

How did Nokia take the lead in the Indian mobile phone market, ahead of companies such asEricsson, Motorola, LG and Samsung? According to me,Nokia's strategy combined focusing on the mobile phone market, establishing crucial distributionpartnerships, making early investments in manufacturing and brand-building, and developinginnovative product features -- such as mobile phones that could double as flashlights. Point of Parity
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1. Provide basic services: Nokia phones provide same basic services such as calls, SMS & MMS and GPRS facility. These are the basic services. Firstly FM in a POD of Nokia but now is a point of parity. 2. Mobile design: Nokia also offers almost same kind of mobile design as other such as candy, slide look etc. 3. Support on all network: Nokia phone support all networks in India whether is Airtel or idea it work with all and all other phones are to compatible with all networks Point of difference 1. The Power of Focus I believe that focus played akey role in the company's growth in India.But allthe other companies had something else to focus on, some other business. Nokia was completelyfocused on mobile phones; others had consumer electronics, home appliances, etc.Nokia's focuswas not just on handsets, of course. The mobile infrastructure business -- then part of Nokia Indiawas equally important. But, as of April 1, 2007, Nokia's joint venture with Siemens for mobileinfrastructure has become an independent entity. Thus, Nokia India has become even moresharply focused. 2. Investment in Manufacturing The other big investment area that has set Nokia apart from other telecom firms is manufacturing facilities and R&D. Nokia has several R&D centers and labs in India. More importantly, itestablished a $150 million handset manufacturing facility in Chennai in 2005. The total production at this unit has crossed 25 million handsets. Other companies, such as Motorola, LG and Samsung, have also lined up similar investments or are in the process of setting up manufacturing units, but Nokia has had a clear head start. 3. Innovative Product Nokia is known for its innovating products. Nokia is 1st in providing new innovative product. It may be torch or Wi-Fi in mobile. But Nokia is always capable of giving innovative product which made it distinct from its competitors. And it is because of innovation that Nokia carry a unique image of quality in mind of Indians. 4. Sell not only product but guarantee best service
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Nokia provide 1 year warranty and promise best service. Nokia has largest number of Nokia Care in India. Nokia has online portal from where wecan download any kind of software which is helpful. Nokia from time to time provide latest update to its phone software so any one can update his phone just by connecting to internet. 5. Web base services Nokia also provide web based services such as GPS, ovi store for applications, music store for music, online games and all these are free of cost. These are unique services are not provided by any mobile phone manufacturer. In most unique is that as soon as u visit Nokia site from mobile it show software which are popular and compatible to that phone model. Web site identifies the phone itself and show software of that phone only. 6. Nokia priority dealers Nokia uniquely show its presence through Nokia Priority dealer which not only help customers to purchase model according to their needs but also provide songs and applications according to customer need from pool of 1.5 million songs and millions of application. 7. Nokia Recycling Centre Nokia has recycling centre which help in disposing of old phones. This is also a unique service provide by Nokia. Nokia use to plant a tree for every single disposed by Nokia. By this Nokia is projecting itself as an eco friendly company hence able to create a good impact on public.

8. Signal reception quality and simplicity Nokia handset has best signal reception quality and this face is well known as accepted by its competitors. This is very strong point which is in favor of Nokia. 1st it also has long battery backup but now this has been copied. Nokia is also known for its quality and tough body and simplicity. Nokia functions are simplest one and it can be understood by any one as the icons remain same in any model. So any one going for new model can easily use the new phone. And its a fact that Nokia form its first model never changed its menu name and icons.

9. Nokia Product range

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Nokia has diverse product range starting from 700 to 60000 or more and handset for each segment at best economical price. Nokia is the only company offering such a diverse range of product and launching a new handset in 21 days. This show their unique research and development team and focus which no competitor have.

NOKIA PRODUCT DESIGN

Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how
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it can make that experience reflect its brand character. The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in the slogan, "human technology."

BRAND EQUITY

Brand equity is the sum total of learning about the brand by all stakeholders, including consumers, shareholders and employees. It includes all that people feel and

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think about the brand as a result of direct experience, word-of-mouth; moments-oftruth with the brand and the brands marketing activities. It constitutes a storehouse of future cash flow and profits. Good measures of brand equity can give indications as to the future profit trends. If brand equity is falling, this is an indicator of storing up trouble. If brand equity is rising, youre investing in future performance, even if its not showing through in profits today.

These four dimensions guide brand development, management and measurement. 1. Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of technological superiority and market acceptance. 2. Perceived quality is a special type of association, partly because it influences brand associations in many contexts and partly because it has been empirically shown to affect profitability (as measured by both ROI and stock return). 3. Brand associations can be anything that connects the customer to the brand. It can include user imagery, product attributes, use situations, organizational associations, brand personality and symbols. Much of brand management involves determining what associations to develop and then creating programs that will link the associations to the brand. 4. Brand loyalty is at the heart of any brands value. The concept is to strengthen the size and intensity of each loyalty segment. A brand with a small but intensely loyal customer base can have significant equity. By understanding the strength of the consumer relationship with the brand, one can start to gauge how vulnerable the brand is to new entrants or to short-term promotions, as well as how much can be changed without alienating loyal customers. [Hart and Murphy, 1997] Brand equity consists of elements such as the brand associations, market fundamentals and marketing assets that distinguish one brand from another and that influence a customers perceptions of or knowledge about a brand. When brand elements are favorable in a customers mind, brand equity is considered to be positive. When they are not favorable, the brand equity is negative.
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Positive associations of a brand in a customers mind are generally stronger and more sustainable than those of a product, assuming that sufficient investments are being made in appropriate brand management. Brands with positive equity will consistently generate, maximize and grow cash flows. They achieve this by commanding a price premium, allowing for brand extensions and licensing, creating barriers of entry, attracting and retaining more valuable customers, and reducing the costs of customer acquisition. Positive brand equity drives customer value, which in turn drives shareholder value. To leverage positive brand equity, marketers must take a measured approach to identifying, developing and managing brand elements relevant to the corporation and its products.

BRAND EQUITY OF NOKIA

1. Brand Awareness: Nokia need no introduction. Everyone in India is well aware about name Nokia. Nokia is a brand name which is alternate name for mobile. A person may not have knowledge about its all models but definitely knows brand NOKIA. And this is because Nokia is a brand that produces mobile for low, medium and high class and known for its innovative products. And Nokia is also first in giving anything new and Nokia has flooded the market with its verities of handset hence well known brand. So in short in India Mobile mean Nokia and Nokia mean Mobile. 2. Perceived quality: Nokia is known for quality. Nokia always posses grate quality. Nokia design mobile according to Indian. Nokia mobiles are highly resistible to the physical damages and do no brake easily. Nokia is known for

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its quality phones and it is believed that Nokia provide an economical product for the price paid. 3. Brand associations: Nokia has various things that are associated with brand and connect people to Nokia. 1st is its logo of shaking hand of child and adult which is of Nokia then its ringtone which is No.1 proffered ringtone followed by of Airtel. Nokia advertisement lines like colors of life, Nokia is like air, integral part of life this lines show that how close Nokia is associated with the life. Even Nokia advertisements tell how closely it is associated with our life. 4. Brand loyalty: brand loyalty of Nokia customers is very high. This also becomes clear from ranking of Nokia brand equity. Nokia tops in charts for consecutive 3 years. Nokia provide best quality of product and then its services are unique in nature. This led to satisfied customer and ultimately brand loyal customers. Due to unique products and unique services Nokia is able to increase its brand loyal customers.

SOURCES OF BRAND EQUITY

Nokia has big brand equity, below mentioned main: 1. Sports: Nokia had been the long term title sponsor for Kolkata Knight Riders. 2. Concerts: Nokia is sponsoring national and international music festivals, in contrast to anyothers by very unusual place to perform it every time. By using high technology, Nokia is givingmaximum away from common and turn to modern and innovative. It gives such an atmospherethat everybody will remember. 3. Nokia responsibilities toward environment: As one of the major supporters of the Mobile Muster, Nokia urges it customers to recycle anyold phones they

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have and the industry will plant a new tree for each phone handed in.The Mobile Muster is the official recycling program of the mobile phone industry. 4. Nokia responsibility toward society: when Nokia come to know the defects in its batteries Nokia call its all batteries and replace them all this show the care that Nokia has for its customers. This creates a powerful impact on Nokia handset users and creates a long lasting effect on users clearly shown from its brand equity rankings of 2008, 2009 & 2010. In these three years Nokia top in brand equity rankings and remain No.1 trusted brand of India. 5. Nokia Care and Priority Dealers:these are also the source of brand equity. Nokia care has largest network in India of service centers which provides best service. If any phone takes more than 3 days to repair it give a handset to use till the time the handset is not repaired. By this customer are becoming loyal to this brand hence increasing brand equity. Also Nokia Priority Dealerhelp customer to provide song and software according to customer needs. So customer is getting more than just a phone. 6. Nokia website and advertisement: Nokia keep on changing its website layout for its customers. Nokia provides software, games, themes, wallpapers, ringtones etc. on its site for free. Due to this users can download the new softwares and can keep themselves update. Due to this service also customers are more attached to this brand. And Nokia keep on advertisement on all famous sites visited by Indians and keep on displaying their adds for latest phone.

COMPETITION ANALYSES OF MOBILE MARKET

In the fast growing Indian cellular phone market, competition between cellular phone manufacturers is highly increasing and retaining the brand position becomes a major task for the companies. The major competitors started offering specialized products to specific segment. The major competitors of Nokia brand in India are Motorola, Sony Ericsson and Samsung. For instance, the competitors started offering Cyber Shot cellular phones targeting the customers looking for camera phones. Sony Ericsson on product range, competitive pricing, and good distribution lead, and continues to lead the
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competitors. Nokia losing market share is no big news, but its big news when the story is happening in India or any other emerging market, where Nokia always had a strong hold. In a report by IDC India on the growth of mobile sales in India (for 2009) and some of the key numbers from the report were:     Nokia market share in India fell from 56.2% share in 2008 to 54.1% in 2009. Local players have grabbed 17.5% market share [from 0.9%, a year back] Only 5 local manufacturers in 2008 and the number stand at 28 now! Samsungs share rose marginally to 9.7% from 9.5%

Nothing much has changed in 2010 and here are the latest figures (comparison between 08-09 and 09-10, from Voice&Data) Nokia market share dipped from 64% in 08-09 to 52.2% in 09-10. Samsung gained the market share 10% to 17.4% in 09-10. LGs market share increased marginally from 4.5% to 5.9%. Losers include Sony Ericsson (market share fell from 6% to 3%), Motorola (3.5% to 1%), ZTE (5.6% to 1.9%).  Micromax has been one of the major winners, from nothing to 4.1% [drive by huge advertising during IPL].  Karbonns market share too increased to 3% .    

FUTURE OF NOKIA IN INDIA:

In India there is cut throat competition in Indian market that too in telecom sector. Nokia is also facing tough fight for Sony, Samsung and other brands. Nokia market share has been decreased for last 2 years. Although Nokia top in brand equity ranking the fact is that there market share is decreasing.

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2nd problem is that the product life cycle of its handset decreased sharply. So it has to introduce new product. And most of its series such as 30XX and 40XX is in decline stage. So Nokia has to make decision which series it has to stop or introduced. Nokia is known for its Quality and Price at which it offers such quality. Nokia also give innovative products. Nokia also sign a deal with Microsoft to fight with blackberry and apple and also agreed to increase 10-year alliance with its distribution partner HCL Info systems. So Nokia is taking every possible step to make future secure. And if Nokia keeps on giving best quality along with innovation then 200% sure that it remain as a market leader. One of the major challenge is to maintain it high end customers when it is adopting skimming policy so effective brand management is required. Nokia has a well establish R&D deptt. And investment in production so Nokia has good advantage over its competitors. Bt now china mobiles are flooding the Indian markets copying the design of Nokia and sometime the name may resemble this lead to destruction of Nokia brand so Nokia has to develop a way to stop this as well as it has to introduce phones at low rates so that it can fight with china mobiles. Nokia has declared its fight with china and local brands by introducing 2 sim card enables phone at 700rs only. So major challenge before Nokia is to maintain its product life cycle, war from china mobiles, provide same quality at low cost, make customer more loyal be providing the best possible services and more over to stop the copying of its phone design and its unique feature by patenting them and to provide best after sale service as well as other unique services. Since this year Nokia is top in brand equity ranking it is assures that people have full faith in Nokia and more over the studied carried out in 2010 Nokia is the most preferred brand in India. So challenges for Nokia in future are: 1. 2. 3. 4. To maintain and to increase market share Provide innovative products and services attack the lower end phones i.e. china and local phones such as micromax Sell the application store better(ovi store, music centre etc.)
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5. Increase customer base 6. Remains most preferred brand in India 7. Manage products life cycles In short challenges are many and competition is very high so Nokia has to fight with these and at same time it have to make sure that its brand image should not dilute due to its lowering down the price . so future is competition full but since Nokia has established itself, have good research team and when they know Indian customers well I can say that most probably the will remain at the top.

CONCLUSION
Nokia has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now the number one brand in many markets around the world, effectively dislodging Motorola from that position. The brand has been built using the principles described above, and has been consistently well managed across all markets. Nokia, a moralist for single umbrella branding dropped their single umbrella brand strategy in 2006 in naming its products. The company believed it needed to have a look at its competitors book. After the roaring success of the Moto RAZR, PEBL, SLVR and ROKR series, the Finnish mobile handset manufacturer felt that consumers found names easy to remember compared to the usual mundane numbers. Even LG launched its popular Chocolate range of phones under the Black Label

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series. For Nokia, barring few exceptions, numbers has been the only way its phones have been branded so far - remember 1100, 2600, 3310, and 6020? In 2006 they launched Nokia 8800 Sirocco Edition (a mixture of names and numbers). Nokia introduced this approach to make it easier for customers to navigate across their range of phones. They also launched E-series phones (which serve business users) and N-series (which have multimedia features). So we can say that Nokia keep on learning from competitors and try to remain at top. Nokia always shows itself as an innovating product manufacturer and try to become a market leader. Andlatest addition to this is Microsoft and Nokia tie up. Actually Nokia is facing problem that it dont have windows OS and Microsoft is facing problemregarding selling its handset as it dont have experience. So Nokia produce window phone having both sis as well as windows OS. This deal is also important as Nokia want to challenge competitors like blackberry and apple in business class segment. So to fight in business class segment phones two brands Nokia and Microsoft join the hands. By this Nokia is able to make its phones more effective and efficient ultimately lead to increase in brand equity. So, Nokia learn from competitors, focus on its strength and keep a close eye on environment to find opportunities and provide quality product thats why its most trusted brand in brand equity ranking of 2008,2009and 2010.

SOURCES OF INFORMATION

1. www.nokia.com 2. www.scribd.com 3. Google.com Brand and Brands Management

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