NOKIA & its MARKETING STRATEGIES (ESPECIALLY IN INDIA)
Name: Kamal Jeet Singh
Student ID: 5317193012
Program: IMBA (sem 1)
Date: 12th May 2011
NOKIA & its MARKETING STRATEGIES
(ESPECIALLY IN INDIA)
Submitted to:
A. TUMO
BUSINESS RESEARCH METHODS
INTRODUCTION
Nokia is the world leader in cellular phone communications, driving the growth and sustainability of the broader mobility industry. Nokia, the brand is synonymous with innovation-some of its innovative products include cellular phones, devices and solutions for imaging, games and media. Nokia also provides equipment, solutions and services for network operators and corporations.
Nokia is one of the top cellular brands in India and its one of the most trusted brands in India according to ET Brand Equity Survey. Nokia has been the favorites brand among different categories of people in India, since its entry into India; it is the 4th most trusted brand in 2007; ranked the most respected company in the Indian consumer durables as of 2007 by business world; one of the most leading telecommunications equipment vendor in the country by Voice and Data; the Brand of the Year at the Confederation of Indian Industry (CII) Brand Summit held in Chennai on 16th and 17th February, 2005. Nokia’s growth in India has been substantial. They have led the market with 70% share for long time now. What is interesting is that there is further scope of improvement in sales. It is high technology in the future. As noted by, Olli-Pekka Kallasvuo, the president and chief executive of Finnish telecom giant Nokia “India is now Nokia’s second-largest market, displacing the U.S. and behind only China”
OBJECTIVE of the STUDY
This research aims at studying the strategies applied by Nokia in India, and analyzing the effects of these strategies on the sales of the company. The objective is to study the main reasons of success of the market leader NOKIA, and also to study the drawbacks of the company. It was intended to study the areas where there is scope of improvement and note down some recommendations.
My Research will focus on:
1. To analyze the role of brand image in sustaining market leadership
2. How Nokia got so much success in the field of Tele-communications in past few years, what were its marketing strategies in India especially?
3. What the strong and weak points of Nokia are in today’s market?
4. What is Nokia’s current situation? To analyze the future of the Nokia brand in India.
LITERATURE REVIEW
In recent years, the adoption of the mobile phones has been exceptionally rapid in many parts of the world and especially in India, where cellular phones are nowadays almost as common as wrist watches. Day by day, mobile phones are turning into more of necessity then a luxury. The benefits of the mobile phone are far too many. Ease of communication, the anywhere, anytime contact- with friends, relations, colleagues and in theory at least the efficiency brought to busy lives.
Although it is evident that the large players in the telecommunication business constantly conduct market research, the problem is that the results are obtained are usually kept inside company walls and therefore consumer behavior in mobile phone industry is an unexamined genre in academic literature.
The trend that mobile phones are purchased earlier and earlier was verified with the data. While looking at oldest surveyed group three (older university students) majority of them bought their first mobile phone at the age of 18 (24%), followed by the age of 19 (23%) and 20 (15%). In comparison, 33% of the youngest group (secondary school students), acquired their first mobile phone at the age of 15.
Price and properties were regarded as the most important motives affecting the decision to purchase current mobile phone model among the respondents as displayed. According to the survey close to 80 percent and over 85 percent, for price and properties respectively, felt that price and properties had affected their decision making at least relatively much.
Price might have dominated the decision making in the sample more than it does for the whole population, as the average net income in the target group was relatively low.
Conclusion - The exploratory study was conducted to increase our understanding of the mobile phone market in general and analyze consumer decision making in particular. The study attempted to cast light on the much unexamined area of the mobile phone purchase, operator choice, and use of the mobile phone services.
The main result of the study indicates that:
1. First of all the age of purchasing a mobile phone among young Indian has lowered in just few years from 18-19 to 14-15.
2. Secondly, the factors underlying purchase of a mobile phone were found to be manufacturer, market condition, and influential persons. For the choice of operator the factor were found to be features and brand, components in pricing, quality and influential persons.
3. Thirdly, only about 15% of the respondents felt that their use of mobile services would increase in the next 12 month.
Posted by seangkhun
on 5:20 AM. Filed under
CASE STUDY
.
You can follow any responses to this entry through the RSS 2.0.
Feel free to leave a response