36626579 project on nokia

8/12/2019 36626579 Project on Nokia

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PROJECT

ON

Advertising

And

Sales Promotion

Of Nokia

Submitted to: Submitted by:

Ms. Yogita Neeraj

(Lecturar) MBA(IInd sem)Ro

No:!"


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INDEX

S.NO. #AR$I%&LARS

' IN$RO&%$ION ABO&$ $* %O.

AN $O#I%

" OB+*%$I,*S O- $* S$&Y

! #&R#OS* O- $* S$&Y

R*S*AR% M*$OOLO/Y

0 R*S*AR% *SI/N

1 A$A ANALYSIS

2 S&//*S$IONS3

R*%OMM*NA$IONS AN

LIMI$A$IONS

4 %ON%L&SION

5 BIBLIO/RA#Y

'6 ANN*7&R*


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INTRODUCTION OF TE CO!PAN"

Nokia was founded in 1865 by Fredrik Idestam in Finland as apaper

manufacturing company. In 192! Finnis" #ubber $orksbecame a part of t"e company! and later on in 1922! Finnis"%able $orks &oined t"em. 'll t"e t"ree companies weremerged in 196( to form t"e Nokia )roup.In t"e late 19(s! Nokia started taking an acti*e interest int"e power and electronics businesses and by 198(!consumer electronics became Nokia+s ma&orbusiness. Nokia created t"e N,- mobile p"one standard in1981 and launc"ed t"e rst N,- p"one! ,obira %ityman! in

198(. -"e company deli*ered t"e rst )/,network to #adkilinia! a Finnis" company in 1991! and in1992! Nokia 111 0 a precursor for all Nokia+s current )/,p"ones was introduced. In t"e 199s!Nokia pro*ided )/, ser*ices to 9 operators across t"eworld. 'not"er signicant mo*e of t"e company during t"isperiod was t"e di*estment of its noncoreoperations like I-. -"e company focused on two corebusinesses 0 mobile p"ones and telecommunicationsnetworks.

Nokia in India

Nokia entered t"e Indian market in 199. -"e rst e*er )/,call in India was Nokia entered t"e Indian market in 199.

-"e rst e*er )/, call in India was made on a Nokia 211mobile p"one on its own network in 1995. $"en Nokiaentered India! t"e telecom policies were not conduci*e to t"egrowt" of t"e mobile p"one industry.

-"e tari3s le*ied on importing mobile p"ones were as "ig"as 2(4! usage c"arges were at #s.16 per minute and! att"ese "ig" rates! consumers did not take to mobile p"ones. .It started capturing t"e market wit" its uality products andser*ices.Nokias success is mainly attributed to distribution dealst"ey inked of t"e estimated (9! retail outlets in India


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selling mobile p"ones! Nokia "ad a presence in (2! oft"em.

-"oug" Nokia "ad to face toug" competition from ot"erpowerful global players

like ,otorola! /amsung! 7) and /ony ricsson !t"ey couldnot snatc" Nokias customers. /o we wanted to nd out t"ereason Why Nokia is preferred over other brands.

ISTOR" OF NO#IA

From roots in paper, rubber, and cables, in just over 100 years Nokia becomes a

The newly formed Nokia Corporation is ideally positioned for a pioneering role in

s mobile phone use booms, Nokia makes the sector its core business! "y the turn of the century, the

company is the world leader!!!

Nokia sells its billionth mobile phone as the third generation of mobile technology emerges!!!
http://www.nokia.com/about-nokia/company/story-of-nokia/nokia-nowhttp://www.nokia.com/about-nokia/company/story-of-nokia/nokia-nowhttp://www.nokia.com/about-nokia/company/story-of-nokia/mobile-revolutionhttp://www.nokia.com/about-nokia/company/story-of-nokia/mobile-revolutionhttp://www.nokia.com/about-nokia/company/story-of-nokia/the-move-to-mobilehttp://www.nokia.com/about-nokia/company/story-of-nokia/the-move-to-mobilehttp://www.nokia.com/about-nokia/company/story-of-nokia/nokias-first-centuryhttp://www.nokia.com/about-nokia/company/story-of-nokia/nokias-first-century


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SOME FIRST FOR NOKIA:

1##$ % First mobile phone call made in &ndia on a Nokia phone on aNokia network

1##' ( )aare *ahaan )e cchha, first &ndian ringtone in a Nokia $110

+000 ( First phone with indi menu -Nokia .+10/

+00+ ( First Camera phone -Nokia $0/

+00. ( First 2ade for &ndia phone, Nokia 1100

+003 ( )aral 2obile )andesh, indi )2) on a wide range of Nokiaphones

+003 ( First 4i(fi 5hone( Nokia Communicator -N#$00/

+00$ % 6ocal 7& in additional local language

+00 % Nokia manufacturing plant in Chennai

+00 % First vernacular news portal


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Some Achievements for Nokia

8anked No 1 2ost Trusted "rand )urvey by "rand 9:uity, +00' 8anked the No 1! 2NC in &ndia by "usinessworld, &ndia;s

leading business weekly, +00 8anked as the No! 1 telecommunications e:uipment vendor in

the country by ata for five consecutive years %+00',+00, +00,+00$ and +003

8anked as the #th most powerful brand by 2illward "rown;s"rand? +00'

8anked world;s 3th most valuable brand by &nterbrand, +00 8anked sia;s most trusted brand by the 2edia()ynovate, +00

VISION OF THE COMPANY

Connecting people@ is now connecting people to what matters (whatever that means for each person ( giving them the power tomake the most of every moment, everywhere, any time! Connectingthe @we@ is more powerful than just the individual! ThatAs how Nokia isneeded to help make the world a better place for everyone!


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STRATEGY OF THE COMPANY

To do this we will become the leading provider of mobile solutions!Bur solutions strategy leverages one of our greatest assets ( aportfolio of outstanding devices, with unmatched scale andgeographic reach! 4e couple them with smart services, integrated viaan intuitive and seamless user eperience! 4e differentiate thesesolutions offerings based on our in(depth consumer understanding,with a strong focus on social location -people and places/!

&n a world where connecting people to what matters, empowers themto make the most of every moment! Bur ambition is to become theleading provider of mobile solutions!

> )69) 58B2BT&BN

8 The merican 2arketing ssociation, Chicago,has defined advertising as

Eany form of non(personal presentation or promotionof ideas, goods or services, by an identified sponsor!

8 dvertisement is a mass communicating ofinformation intended to persuade buyers to byproducts with a view to maimiGing a company;sprofits!


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OBJECTIVES OF THE STUDY:

To stimulate sales amongst present, former andfuture consumers! &t involves a decisionregarding the media, e!g!, T< rather than print H

To communicate with consumers! This involves

decision regarding copy To retain the loyalty of present and former

consumers! dvertising may be used to reassure

buyers that they have made the best purchase,thus building loyalty to the brand name or thefirm!

To increase support! dvertising impliedly

bolsters the morale of the sales force and ofdistributors, wholesalers, and retailers, it thuscontributes to enthusiasts and confidence attitude

in the organiGational! To project an image! dvertising is used to

promote an overall image of respect and trust foran organiGation! This message is aimed not onlyat consumers, but also at the government,shareholders, and the general public!


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Sales promoto!:

8 )ales promotion is the process of pers"a#!$ apote!tal %"stomerto buy the product! &t can bepart of the personal selling process!

Sales Promoto!s O&'e%t(e

8 &! To introduce new products8 ii! To attract new customers and retain the

eisting ones8 iii! To maintain sales of seasonal products8 iv!To meet the challenge of competition

Importa!%e:


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From manufacturer point of viewI

J1! &ncreases the volume of sales

J+! elps to introduce new products

in the market

J .!9nables :uick disposal of eisting stocks

From t)e po!t o* (e+ o* %o!s"mers

J1! Doods are available cheaper rate

J +!Financial benefits to the customers

J .!Denerates awareness about new

J 3!)tabiliGes the volume of sales

J $!Creates confidence in the mind of customersregarding :uality

J! 8aise standard of living

OBJECTIVE OF STUDY:


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1.-o analy:e t"e ad*ertising e3ecti*eness onconsumers of Nokia %ellular ;"ones.

2. -o analy:e t"e di3erent medium t"roug"w"ic" t"e ad*ertisement reac"es ma


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Some of t$e Prod%&ts t$at Nokia offers to

C%stomers are'

No,a N-.

No,a -/..

No,a 00..

No,a 112.

No,a 130. No,a 131. No,a 4033 No,a 4402

No,a 440. No,a 441. No,a 44/. No,a 434.

No,a 4355 No,a 43/5No,a 43/. No,a /3/.
http://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.htmlhttp://www.nokia.co.in/nokia/0,,71397,00.htmlhttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.htmlhttp://www.nokia.co.in/nokia/0,,71397,00.html


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A#(erts!$ ! !o,a:

Bne of the strongest aspects of Nokia is its

advertising strategy!

Nokia;s ad campaigns are have a short shelf life!

Advertising'

Front (ine Servi&e

P%)li& Relations

!essage

Dire&t Sales

Sales

!edia

*%dget


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NO6IA7S ADVERTISEMENTI


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Sales Promoto!I

Nokia does not stress much on )ales 5romotion!


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RESEARC !ETODO(O+"

SA!P(IN+

Resear&$ Design'

Des&ri,tive resear&$'it incudes sur9eys and act;inding ene major ?ur?ose o descri?ti9e researc> is descri?tion o t>e state o aairs.

; $>e sam?ing ?an ta=en is ?robabiistic a??roac> ; stratiied random sam?ing.

ere t$e sam,le ,lan em,lo-ed is t$e ,ro)a)ilisti& one because it is ?ossibe to

?re;s?eciy e9ery ?otentia sam?e o a gi9en si@e t>at coud be dran rom t>e

?o?uation. And it is ?ossibe to s?eciy t>e ?robabiity o seecting any ?articuar sam?e

o a gi9en si@e. Moreo9er3 it aso e9auates in e reati9e eiciency o

aternati9e sam?ing tec>niy as t>is ty?e o design usedC

In t>is researc> design3 t>e researc>er is abe to deine t>e ?o?uation ceary and got t>e

adeod or measuring t>e res?onses3 and t>is design gi9es enoug> ?rotection against

bias and maDimi@es t>e reiabiity o t>e study.

STRATIFIED RANDO! SA!P(ES:

In a stratiied random sam?e3 t>e ?o?uation is irst di9ided into reati9ey

internay >omogenous grou?s3 or strata3 rom >ic> random sam?es are dran. $>is

stratiication resuts in greater re?resentati9eness.

ata coection met>ods ere used:


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Primar- data &olle&tion; e e

?robems e >ad aced ere ac= o time3 tracing t>e ?eo?e according to t>e seection o

t>e em?oyees.


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H'. o you ?reer no=ia ?roductC

O#*NION NO O- #*O#L*

Y*S 42

NO '!


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H. Are you satisied it> ad9ertisin ?oicy used by no=iaC

CATE+ORIES NO0 OF PEOP(E

SATISFIED 12

UNSATISFIED 34

No &omment 43


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H!. 're Nokia mobiles readily a*ailable in t"e markets>

yes 46

no "6

H. ?oes a Nokia p"one come wit" reasonable price>

yes 16

no 6

NB! BF 59B569

$K.1K

1.K

)T&)F&9>

7N)T&)F&9>

NB comments


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(I!ITATION OF STUD"

AL$O&/ $* #RO+*%$ IS $O B* %ARRI* O&$ I$ $* MO$I,* O-

*NS&RIN/ MOS$ *7A&S$I,* %OM#R**NSI,* %O,*RA/* O- -A%$S

-I/&R*S. B&$ S$ILL I$ S&--*RS -ROM SOM* LIMI$A$IONS $*S* AR* $*

-OLLOIN/'5

DEPENDENCE ON 6E*SITES

$* A$A IS MOS$LY %OLL*%$* -ROM $* IN$*RN*$ -ROM

I--*R*N$ *BSI$*S. -OR $* R*S*AR% #RO+*%$ ORJ. SO $*

*#*N*N%* IS ON $* *BSI$*S I% MAY B* ,A/&*.

TI!E A7AI(A*(E'5


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$>e Study as to be carried out in t>e ?rescribed time rame >ic> is a s>ort time

s?an to be carried out t>e eDtensi9e study in suc> arge organi@ations.

CONFIDENTIA(IT" OF INFOR!ATION'5

I$ MAY B* #OSSIBL* $A$ %*R$AIN *$AILS ABO&$ $* %OM#ANY ABO&$ $* #RO+*%$ IS NO$ %OLL*%$* AS $* O--I%IALS MAY -**L

$A$ IN-ORMA$ION IS %ON-I*N$IAL.

ERRORS IN TE SECONDAR" DATA'5

$* *RRORS IN $* -A%$S -I/&R*S $AJ*N -ROM $* A$A /I,*N

MAY A,* #R*#RIN$* *RRORS3 I% AR* &NA,OIABL*

*UD+ETAR" CONSTRAINT

$* B&/*$ARY %ONS$RAIN$ %*AS* M* SOM**R* I% MAJ*

M* &NABL* $O IM#AR$ MY -&LL '66K $O $* #RO+*%$.

SU++ESTIONSSU++ESTIONS

4040 %om?any needs to oo= at its ad9ertising o?erations. In todayEsen9ironment ad9ertising is t>e media to reac> t>e ?ubic aster.

8080 %om?any s>oud ado?t more strategic audit o its ad9ertising

media.


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3030 It s>oud arrange 9isits to trade airs3 dis?ay ad9ertising3 road

s>os to ca?ture mar=etEs s>are

9090 It can aso oer some discount on ?roduct so t>at more customer

get attracted.

1010 %om?any s>oud gi9e em?>asis on saes ?romotiona acti9ity.

CONC(USION


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*I*(IO+RAP"

'.. No=ia.com

". .googe.com

!. #>ii? =>oter

.R.J. Singa.
http://www.google.com/http://www.google.com/


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ANNEXURE

?o you t"ink Nokia "andsets are updated wit" t"e latestfeatures>a@A/

b@ NB

2. 're Nokia mobiles readily a*ailable in t"e markets>a@ A/b@ NB

?o you t"ink Nokia mobiles are user friendly>


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a@ A/b@ NB

?o Nokia pro*ide good after sales ser*ice compared to ot"er

mobilep"ones>a@ A/b@ NB

Nokia is costlier as compared to ot"er mobile "andsets t"atpro*ides samefeatures as Nokia! but still w"y do you prefer Nokia>a@ NBCI' D#'N? N',b@ D--# F'-E#/

c@ E/# F#IN?7Ad@ '77 - 'DBG

?oes a Nokia p"one come wit" reasonable price>a@ A/b@ NB

If a mobile company o3ers same features! uality and priceas Nokia! will u

still go Nokia>a@ A/b@ NB

a@ /',/EN) Hb@ 7) Hc@ ,B-B#B77' Hd@ B-#/

$ill you go for ot"er mobile p"one brand wit" less price andmore features>a@ A/b@ NB

ow do you rate t"e after sale ser*ice of Nokia>a@ G#A )BB? Hb@ )BB? Hc@NI-# )BB? NB# D'? Hd@D'?


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He@ G#A D'?

H'0. O YO& A/R** $A$ YO& AR* SA$IS-I* I$ $* A,*$ISIN/

#OLI%Y O- %OM#ANYC

S$RON/LY A/R**

A/R**

N*&$RAL

ISA/R**

S$RON/LY ISA/R**

H'1 O YO& A/R** I$ $* SAL*S #ROMO$ION $*%NIH&* AO#$*

BY NOJIAC

S$RON/LY A/R**

A/R**

N*&$RAL

ISA/R**

S$RON/LY ISA/R**

H.'2Are you satisied it> ?erormance o no=iaC

Yes

No (i no ?ease s?eciy)

H. >at c>anges oud you suggest or no=iaC

......


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36626579 project on nokia

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