A Project Report On The Brand:

Submitted To: Sneha Gambhir Mam R.Viswanath

PG20102271

Submitted By:

Objective: The main objective of my report is to study the brand analysis of the Indias most trusted brand cellular product NOKIA. As the role of brand image is increasing more in sustaining market leadership, it is very important to know the various strategies adopted by NOKIA to protect its brand in Indian markets to analyse the competitive scenario and evaluate the future of the brand in India. Method used for study: I conducted both primary and secondary sources of data in eliciting the information. I conducted a survey among the people about the brand Nokia and my report contains the gist of the survey I have done. Executive summary: Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments, ranging from entry level phones for first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. India is a very important country for Nokia and is amongst the top three markets for it globally. So, in this project I tried to perform brand analysis of Nokia while doing a historical analysis to explain how Nokia as a brand has done well overtime and explained various strategies it followed to keep their brand alive. I have also come up with a comparative analysis of Nokia with Samsung to which it has lost much of its market share by evaluating their brand equities as well. Company profile: The cellular phone market in India has been recording significant growth since the late 1990s and is the fastest growing in the world. Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata, Bangalore,

Hyderabad and Ahmadabad. The Indian operations comprise of the handsets business, R&D facilities in Bangalore, Hyderabad and Mumbai and a manufacturing plant in Chennai. 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. Nokia is one of the most trusted brands in India and leads other cellular phone brands in terms of market share, advertising and customer service. The innovative technologies, userfriendly features and affordable prices contributed to Nokia's success in India. Manufacturing in India: Nokia has set up its 10h mobile device manufacturing facility in Chennai (15th manufacturing facility globally including mobile devices and network devices), India to meet the burgeoning demand for mobile devices and network infrastructure in the country. This makes Nokia the only equipment vendor to manufacture both mobile devices and network infrastructure in the country. Nokia Brand Personality Nokia has detailed many personality characteristics for its brand, but employees do not have to remember every characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when thinking about someone you have met. 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. Life cycle of Nokia mobile:Nokia in Finnish means a dark, furry animal we now call the Pine Marten weasel. However, this has little to do with the current business and brand image. The origin of the company name, can rather be attributed to the setting up of the wood pulp mill (set up by Knut Fredrik Idestam), on the banks of Nokianvirta river in the town of Nokia.

The Nokia Corporation was formed as a merger of Finnish Rubber Works (which also used a Nokia brand), the Nokia Wood Mill, and the Finnish Cable Works in 1967. The company has sold a variety of products in the past including television, shoes, car tires and others. The evolution and the meaning of the logo is unclear due to the changing business over the years. NOKIA was very good at its introduction stage but now it is declining day by day because Samsung is trying to capture its market and Samsung mobiles are cheaper compared to Nokia

so customers are switching on to Samsung and Nokia is coming to a declining stage. 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. The 1100 incorporates a torch, an alarm clock and a radio. "Innovation is something which consumers reward in this market". Introduction: - Concept of mobile phones. Growth: - Nokia E-Series phones. Maturity: - Nokia N-Series phones Decline: - Nokia 3110, 6600, 7610, Engage Various strategies adopted by Nokia: 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 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. The various strategies adopted by Nokia in building up its brand are: The Power of Focus Nokia was completely focused on mobile phones; others had consumer electronics, home appliances, etc." Nokia's focus was not just on handsets, of course. The mobile infrastructure business -- then part of Nokia India -- was equally important. But, as of April 1, 2007, Nokia's joint venture with Siemens for mobile infrastructure has become an independent entity. Thus, Nokia India has become even more sharply focused.

Another component of Nokias strategy. "They invested before everybody else -- in the brand, in people, in distribution," "Nokia invested in each vertical of the handset ecosystem -- manufacturing, distribution and design R&D." Nokia has invested more than $1 billion in India so far and the Indian company had revenues of more than $3.5 billion in 2006, which means there is also money to be reinvested. (The company does not disclose its profit numbers). The Distribution Edge Today, India has some 95,000 outlets that sell mobile phones. "In 50,000 of them -- and that's a conservative estimate -- only one brand is available, Nokia," Nokia started distributing its phones through a partnership with HCL (formerly Hindustan Computers Ltd.), which had already built an extensive network for its own products. Recently, Nokia has decided to supplement that with its own distribution efforts. In rural India -- which constitutes 70% of the population -- affordability is an issue. So there is a different range for this constituency. The price points sometimes dictate the type of outlet. As the operator footprint expands into different markets, all kinds of retail outlets get into selling mobile phones and airtime connections. People who have been selling consumer electronics, STD booth owners and even cloth merchants started getting into this business. A stationery store stocks mobiles in a corner; a mom-and-pop grocery store moves beyond rice and lentils. In the mature urban markets, such as the metros and Tier I towns where mobility has been around for a few years, customer expectations are more evolved, and are continuously evolving. Here Nokia provides customers with relevant competency and skills sets. Nokia has begun to set up concept stores -- seven so far -- in Indian cities. Building the 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 used "REAPS" model to build its brand, which takes into account five needs -rational, emotional, aspiration, physical and spiritual -- of the Indian consumer. "Nokia as a brand has been able to address all the five needs to various degrees at various stages. 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. Brand Equity analysis: I have taken some inputs from the primary and secondary research to do some diagnosis and come out with brand equity analysis for brand Nokia .I decided to base our brand equity analysis on the brand equity models given by Aaker knowledge) brand equity model. Brand Knowledge Brand Awareness Nokia has the highest top of the mind recall compared to its competitors. Hence it has high brand salience. The aided recall (brand recognition) for Nokia is also higher compared to its competitors Brand Image Nokia has significant positive brand associations compared to neutral or negative associations. Customers acknowledge Nokia for its reliability. The perception of the customers towards the brand is also positive. Brand Loyalty Customers who already have a Nokia mobile phone are ready to re- purchase a Nokia mobile phone by paying a price premium. This means that Nokia users are loyal towards their brand. The loyalty factor of customers having other brands is less as compared to Nokia. Loyalty factor helps in attracting new customers by creating awareness and reassurance in the brand. Nokia can also use this factor to respond to threats posed by competitors. Brand Awareness I already have mentioned that Nokia has the highest brand awareness in the market. Another factor that supports our stand of Nokias high brand awareness is that a significant number of non-Nokia users are ready to switch over to Nokia brand in their next mobile phone purchase. Perceived Quality (brand loyalty, brand awareness, perceived quality, brand associations, other proprietary brand assets) and Keller (brand

Nokia is positioned at the top of the mobile phone category in terms of perceived quality factor. The brand-positioning map positions Nokia high both in terms of Price and Quality. This factor differentiates Nokia from its competitors and affects purchasing decisions of potential customers as well as builds positive associations with its channel members. Brand Associations As mentioned earlier, Nokia has positive brand associations to its credit. This factor would work as a significant parameter for potential customers for their purchasing decisions towards Nokia. Other Proprietary Brand Assets Nokia has over 100 small and large patents in the area of technology and research. This factor helps the company with a competitive advantage by restricting competitors to capture its customer base and loyalty. It is more of a strategic branding strategy to face the competition.

Brand Personality As a person, Nokia stands for competence, which means reliable, intelligent and successful. It also stands for sincerity, which means down-to-earth, honest, wholesome and cheerful. Brand Elements Logo of the brand is `Nokia` which is short and easy to remember as a brand name. It has a punch line ``Connecting People`` which fits very well with the business that Nokia is into and the strategic direction that it wants to see for itself in the future. CBBE Pyramid:

Brand Salience:The Nokia is a powerful piece of hardware and its getting stronger. Nokia integrates the client devices with the access networks through application and services to develop good quality of service, high security to increase the Brand Salience. Performance Dimensions:Mobiles are bought because of their features, pricing, looks, style, durability, and user friendliness and size.

Features Nokia differentiates its mobiles by providing the latest multimedia features. Other than the normal features of a phone, it can be used as a music player, user friendly OS, Video capture and photography by providing cameras of 1.3 to 5.0 megapixels, mobile gaming etc. Design

Nokia mobiles are attractive phones with a basic design, flip open design and slide open design. Durability and Reliability:It is the products expected operating life under natural conditions. Nokia has been known for its reliability and durability. The perception in India is If its Nokia then it has to be good. It has been there for a very long time. Product Quality There are four levels of performance quality: low, average, high or superior. Nokia has high performance quality.

Imagery Dimensions
Age Nokia has a variety of phone which is targets towards adults in the age group of 18-55 years. Gender The number of male mobile users is higher than the female mobile users, especially in India. So Nokia came out with special models for female consumers in pink and plum colours to attract female segment. This was a marketing strategy to target the females.

Income Levels The Nokia mobiles range starts from Rs 3000/- and ranges up to Rs 35500/-. Consumers from the upper class to middle class are targeted based on their income levels. Judgment Dimensions Cultural Factors: Values, Perception and Preferences: - Our culture has strong family values. Nokia is also considered to be a status symbol.

Subculture: - Nokia provides OS in many languages like Hindi, Tamil and other languages. This attracts many customers towards this product who have difficulty in operating phone instructions in the default English language. Advertisements in different languages also help them to relate to the brand in a better manner.

Social Factors Reference Group

Membership groups like friends, family and co workers are the second most influencing factor for gaining information about mobile phones. The general perception about Nokia is very good. The association of Nokia with SRK as an opinion leader has also influenced the consumers a lot. Family

Family helps in forming a perception about a product. The opinion of one person in the family can influence the buying behavior of the consumer. So in case a family member has had a bad experience with Nokia, it will directly impact the buying behaviour of the consumer. Service differentiation Guaranty/Warranty

Nokia provides a yearlong guaranty period on all of its phones. When it comes to the Nokia, the service is far more extensive. Other than just repairs in case of any problems with the phone, Nokia, in some special cases, also replaces the phone. This is a service that is provided only by Nokia and no other company in the Indian Market provides a full product replacement. After Sales Services

This is probably the most important differentiating factor when it comes to service differentiation. Nokia has set the benchmark for providing quality after sales services and till now they have done a fantastic job leaving their competitors way behind in this context. Personnel differentiation Competence

It is the ability of personnel to understand the problem/requirement of customers. Technical faults in the phones are dealt by Nokia Care. A technical representative is required to be present from 10 am to 6 pm without fail. Credibility and Reliability

Credibility is the trust we have on the personnel and reliability is the consistency and the quality of service that is provided. Nokia showrooms are very prompt with their services compared to its competitors. Image differentiation Logo

Its logo Nokia Connecting People. It wanted to relate to the people by conveying the message that Nokia helps in building relations. Brand Superiority Nokia has been in the Indian market for over 13 years now. The Nokia uses an OS provided by Symbian which is known to be the fastest and the most efficient OS in the market. Also Nokia is known for its user friendliness. Also Nokia phones are known to provide the longest battery backup.

Age and Stages in the Life Cycle Users of different age groups buy different Nokia mobile sets according to their needs. The youth which forms a 75 percent of the India population will prefer buying a Nokia handset. Nokia advertises itself with the caption of 'Zindagi ke naye mod pe, aa gaye aaj hum which makes this phone fit for any new occasion or change in your life. Personality and Self Concept Nokia is a reliable brand which provides competence. And delivery on promise and durability will attract the consumers who are sincere Lifestyle

In general Nokia has a lot of features which target people with varied tastes and interests. Feature like a 5 Mega Pixel camera will attract a consumer who is interested in photography. On the other hand the internet browser feature will attract a consumer who wants anytime, anywhere internet access. Psychological Factors: Motivation Need for Nokia mobile phone arises basically because of factors such as need for recognition, esteem or belonging (via communication). Perception The perception about Nokia is very positive according to our survey. This shows that consumers perceive Nokia as The most trusted brand. Beliefs Generally people have this belief that Nokia provides quality products when it comes to durability, reliability, ease of use, long battery use and overall quality of features.

Resonance dimensions: Occasions Nokia provides discount offers on its Nokia range during festive seasons to increase their sales. The rates of these mobiles go down during festivals as people spend money during this period of time. As a result, a major segment of the market is targeted during these times Benefits Benefits associated with the Nokia are music player, good quality camera, durability, quality, ease of reparability, Blue tooth, internet browser, sound clarity, but most essentially a user friendly OS and long battery life. These additional benefits are used to target the consumers.

User Status Based on a survey conducted by Nokia, they segmented the market into four types of customers. The Nokia is not segmented for the first time users. It is focused towards a segment termed Explorer. This segment comprises of consumers who are well aware of the market and the product. They are looking for very good features. Loyalty Status It is important that Hard Core Loyals and Shifting Loyals are very important. Shifting Loyals and switchers are targeted using other marketing techniques also. Attitude Market has never been negative or hostile towards Nokia. So Nokia has been able to target the enthusiastic and positive groups very efficiently.
The social media platforms the organization is currently using:Airtel is on top in India and is much focused when we talk about customer service which can also be seen when it comes to Social Media, Airtel has employees responsible for managing the Facebook, Twitter, LinkedIn & Orkut addressing complaints, queries & requests from customers. Airtel gets you closer to what you love through your favorite platforms such as Facebook, Twitter and You Tube. It
covers over 70 websites active on social media like Facebook, Orkut, Linkedin, Twitter where they track voices of customers. They also have a live chat service on Facebook and Orkut, where customers can come and chat with them. Airtel uses social network analysis to determine which customer is facing problem, any and every mention on social media is captured and they get in touch with the customer to get the issue resolved. Airtel Presence has done very well engaging people and answering them instantly. With Facebook growing over 500 Million users, and Airtel, having quarter the count of
Facebook users as its Subscriber base in India, Airtels Presence on social media has definitely improved.

Though Airtel joined the Social Media race very lately, Now it Seems like Airtel is dominating the twitter

world with its intense presence by having the Official Verified twitter Profile and scanning for every

tweet which contains the word Airtel in it and giving appropriate replies to the Customers and solving

the Issues. Airtel joins hands with twitter (October 2009) and jumped into this twitter pond. In order to

continue with its commitment in serving its customers, brand made a shrewd move and stratified itself

into three categories @airtel_in (1512 followers) @Airtel_Presence (5,416 followers) @airtelnews (3,765 followers)
Each of these forums as per their names are conveying as well as listening to consumers actively. The policy of pacifying the angry customers and also appreciating the loyalists has revived the Airtels good
customer care services times. Airtel- a conscious brand on twitter, is still struggling on Facebook?

Biggest problem for Airtel is that facebook search for AIRTEL shows more than fifteen pages; therefore it becomes really tedious to choose the relevant one. Moreover pages which are not active and the ones which are not heeding to consumers voices are adding to Airtel pain. Loyalists and consumers of Airtel

are biggest sufferers as they have no clue whom to contact and how to choose the right one.

Target Audience As a nation, we love to verbalise and reach out to our social network of friends, families or pursued interests and Airtel Blog enables this added intimacy on the customers mobile phone. Some have called Airtel Blog Twitter with a voice but they are simply calling it a game changer. Celebrities across India, are already building their voice-blog follower base including, but not limited to Amitabh Bachchan, Arshad Warsi, Lara Dutta, Neetu Chandra, VJ Ranvijay and Sonu Nigam. They are using their Airtel Blog to share voice updates to reach out to their:Fans, who receive SMS updates of the posts. Fans can then dial-in at their convenience to listen to the voiceblog. Airtel Blog is also being used by communities as well as individuals to connect with their

followers and keep track of their friends and families. At the time of world cup India being a billion-strong cricket-crazy nation, we were dealing with a vast and unexhaustive target audience. No other sport in India can claim the position of cricket in respect to its popularity and revenue generation. The Indian Premier League (IPL), since its inception, had ushered in a new era of club loyalty in Indian cricket fans. The fan frenzy over the 2010 edition of IPL and its massive success was testimony to the passion and intensity that only cricket had the privilege to enjoy in India. The idea behind the contest was to provide a platform to the millions of cricket fans in India to showcase their enthusiasm for the teams and sport, in general, during the ACL T20 happening in South Africa. And what better platform than YouTube- the most active video sharing networking site with 300,000 odd users in India, could have been chosen to run this contest. The confluence of cricket and YouTube, for the first time in India, was bound to spell success for the contest. The idea was simple: Upload a video, make it go viral and stand a chance to catch the ACLT20 final live in South Africa. The initiative invited real, passionate fans to make cheering videos for their favorite team and upload them on the ACL T20 YouTube channel. It gave fans the platform to showcase their creativity, their talent, their passion, and their madness for the game. The criterion for awarding the prizes was based on the number of views a video received over the duration of the contest. And the top 10 video owners with maximum views were flown to South Africa, with their partners, to cheer for their teams live at the venue!
The buzz also translated into other social shores, with fans sharing video links on Facebook and Twitter. The contest picked up maximum viral mileage with fans spreading the word through word-ofmouth and other mediums, with hundreds participating and many more voting for their friends/peers to win. The whole social arena was abuzz with the excitement surrounding the ACL T20 YouTube Contest.
The ACL T20 Real Fans campaign set many benchmarks since its launch. Starting off as Indias 1st

YouTube contest page, it became the Most Subscribed channel (all time & the month of September) with 500,000+ channel views in the first 30 days.
The level of interaction the brand had with its consumers and the response thus generated can be seen in the massive number of video submissions we received- over 2500 video submissions. The campaign

n was successful in giving fans one thing they love the most: a platform to express their love,

passion and cheer for their teams. It also effectively established Airtel as an enabler of talent and amplifier of passion for the youth in this country. The campaign won the Best Social Media Campaign award in the telecommunication category at the IAC 2011 awards.

Studying the marketing communication of the organization through other means such as PR activity or advertising and its integration with the social media strategy

Airtel marketing strategy focuses on: Business process management Process innovation and continuous improvement through people involvement Problem investigation by fact based root cause analysis Airtel is pioneer by launching innovative services and was the first to take the advantage of the following: Electronic recharge Hello tunes Airtel live Portfolio manager Song catcher Easy music

Airtel basically uses two advertising appeal to connect with their target audiences: Emotional appeal Humorous appeal Airtels communication via taglines Power to keep in touch (1995 ) Touch tomorrow (1999) Live every moment (2002) Express yourself (2003)

Their total advertising budget is around Rs.150 crores annually. Some of the ad campaigns of Airtel are:-

Airtel Jai Hai AD campaign The usp is clear: feel proud of your country and by extension Brand Airtel . The single minded focus is to cash in on the I day fever Leadership campaign Quality time campaign Magic Dalo Say hello launch campaign Magic hai to mumkin hai campaign

Internet advertising Google ADS Bidvertisers Sponsors online Games at Zapak.com Airtel has tried its hands in healthcare fields and came up with new campaigns like: Airtel and Wockhardt hospitals together launched a good health campaign to mark world health day on April 7, comprising two health check-up packages at discounts of 75 per cent. Post paid subscribers of Airtel can avail themselves of the wockhardt master health check at Rs.799 against an original cost of Rs. 3200 also available as part of the campaign is the wockhardt heart check at Rs. 499, again Rs. 2400 Grameen Mobile puratchi Barti Airtel unveiled the Grameen mobile puratchi campaign for the rural market :- This scheme is for more than 45 lakh society members of IKSCL (IFFCO KISAN COOPERATIVE LTD.) Farmers would have five free value added Services under this scheme . The farmers will have five free voice messages on mandi prices , farming techniques , wealth forecasts , dairy farming , animal husbandry , rural health initiatives on a daily basis The pack for farmers ranges between Rs 1299 and Rs 4000 along with the mobile phone ,

Airtel offers following services to its corporate clients -Mobile services -voice services Satellite services Managed data and internet services Managed e-business services Managed customized integrated solutions

B2B communication of Airtel is focused on a series of print ads, all of which show images of smartly dressed executives engaged in non-business activities rowing boats, playing golf, etc. Publicity and events Airtel sponsored various T.V. programs like: -big boss KBC Indian sangeet awards Bol baby bol

Some of the events sponsored by Airtel are: Delhi half marathon Border- Gavaskar trophy Indian fantasy league Delhi golf tournament

Organizes painting competition for 2nd and 3rd classes in states of Karnataka and M.P.
Airtel has a sound Public Relations structure to retain its market share and to improve the same. Airtel rebranded in the first phase of a global rebranding strategy and as part of the strategy, unveiled a new logo with airtel written in lower case. The new identity through new logo is to exhibit the willingness of the company to embrace that is new. They also explained that it represents modern, vibrant and friendly signals with the recognition for humility. Airtel operating in other countries across the world also plan to implement the change in their logo in phased manner and in some countries the change had already taken place. This shows that the company though enjoying a very good brand value seeks to enhance by rebranding which signifies the significance of PR role. As part of their marketing and advertisement efforts, they have entered into various sponsorships One with Manchester United Football Club and the other one with ESPN Star Sports. All the marketing efforts, advertisements and sponsorships are directed towards increased market share and a wide customer base in the global presence. They have Customer Service, Investor Relations and Media Centre, which represent some of the PR forms. As a service provider in telecommunications, these PR forms must be good enough to move forward. But the response time of the Customer Service Centers should work on improvement all the time, as this is an Industry where a small complaint will prompt the customer to switch the loyalty. Today, the mobile portability scheme is a challenge for most of the service providers and airtel is definitely in the race to give the best service to its existing customers as well as their prospective customers. Their marketing efforts combined with planned PR strategies may win them over more customers; care must also be taken in the area of Competitive Pricing as the present day customers look for Value for their money. Airtels Har Friend Zaroori Hota Hai jingle also had a great presence on social media. Airtels har friend zaroori hai campaign has helped it increase brand visibility & has provided Airtel with a great visibility in social media as well. The website has a very creative campaign on facebook. Select a friend, create a friend type & tag it. If it is the most popular, there is a chance to win a trip as well. The website also lists most popular friend types as well. The TVC has become popular as well. It has also become a popular search term on google. This is a very clear example of advertising creating branding for the company. Even the youtube video has got huge number of views & with many comments. This shows the participation by the users as well. Marketing campaign of Airtel has generated lot of buzz in the social media with lot of people sharing the ad tagline as status updates. This is new trend in TV advertising targeting specifically social media.

The Airtel E-gram Connectivity Infrastructure project is the largest e-governance rural connectivity initiative at the village level. Under this project, Airtel had partnered with the Gujarat Government to set-up telecom infrastructure by providing a comprehensive VSAT based solution, to connect panchayats and Common Service Centers (CSCs) across 13716 villages in the state. The connected eGRAMs and CSCs will deliver to rural populace high quality and cost-effective video, voice and data services in the areas of e-agriculture, e-governance, e-health and e-education. Other nominees in this category were Alcatel Lucent, Comverse, Easynet, Orange Business Services, and TEO LT among others.

Recommendations:By virtue of its connectivity and advertising strategy Airtel is successful in grabbing the highest market share in India, but there are still some recommendations:AIRTEL on FACEBOOK- still juggling to hit the right node! Airtel- a conscious brand on twitter, is still struggling on Facebook? Biggest problem for Airtel is that facebook search for AIRTEL shows more than fifteen pages; therefore it becomes really tedious to choose the relevant one. Moreover pages which are not active and the ones which are not heeding to consumers voices are adding to Airtel pain. Loyalists and consumers of Airtel are biggest sufferers as they have no clue whom to contact and how to choose the right one. So this is one of the biggest problems faced by the users and the organization should provide solutions to the customers through adapting new technologies. Is AIRTEL still cynical about Social Media? Recently Aritels new logo launch drew lot of controversies; there was lot of negativity for new logo. Some fans complained that new logo is similar to Videocon and Vodafone logos, some said it is hybrid of these two so they dont want this new one; but despite of all these strong negative views of consumers, Airtel decided to revamp its logo. These feedbacks should be taken hand in hand and try to match up with customers mind set. Benchmark marketing objective Like any other marketing project, set clear business objectives for your social media efforts rather than just doing it for your own sake. Improve brand visibility and open a dialogue with prospective customers or hard to reach target audience. Identify and differentiate your users accurately
Starting with social media campaign requires to carefully differentiating concerned users of the products or services that they are going to promote. Forrester, a market researcher provides ladder to know social network participation. According to one of his marketing project named Forresters Groundswell project, it differentiate users from inactive. At the bottom stay the users who are merely inactive with social media and at the top stay the creators who publish their own

blogs. It measures the involvement of users participating at least once in a month. Inactive rather spectators of social media are involved just reading blogs, listen podcast or watching videos are almost 70% in US while creators who publish blogs are 24% in US which is rising with the maturity of social media.

Be committed and act aptly When you launch social media project collaborating your customers as crowd sourcing then make sure that your respond aptly to your prospective customers queries and suggestions. You need to draw enthusiasm among your customers as a matter of crowd sourcing. Avoid security risk Free exchange of information is almost nearest to heart for the users of social media. Ensure that software and staff is properly secured in its use. Be aware that any of them accidently do not share secrets with competitors or customers. Apart from this, ensure that you follow best practices for social media so that your company or brand earns long term respect. While blogging use full disclosure practices that are supported by Social Media Business Council.

Conclusion: According to my findings, although people initially preferred Nokia as their favourite brand, they were dissatisfied with its lack of innovation in par with other brands who are running in pace with new innovations coming day after day. Nokia as a brand was perceived as a very strong brand with much equity. But, there are some opportunities that Nokia can use to compete with major brands like Apple , it needs to come up with some fresh innovation. Nokia therefore should offer next generation of handsets that work on the concept of convergence with MP3, camera and computing facilities all built in to attract teenagers and young adults. For professional users, Nokia may provide the ability to remotely access their data and files through the handset. Nokia can tie up an operator in a long-term contract and use co-branding. Operators can be lured to use the Nokia brand to attract customers. It can also make joint venture with fashion brand such as Gucci or Dolce&Gabanna to create fashion mobile phones to cater a different niche segment which has shown a tremendous opportunity these days.

Thanking You