EXECUTIVE SUMMARY:

Nokia is a world leader in the mobile industry. The

products produced by this business concern are valued all
over the world very well. Nokia has successfully met the
changing needs, demands and dynamic trends of the
customers. In its operation Nokia has given a full
consideration to Research and Development. Whatever the
market, Nokia targeted, it always faced success.
The strategies adapted by Nokia are fully in accordance
with the market needs and demands, that is why Nokia has
captured a large market sector and instead of hard
competition it is still market leader. Mobile phone market in
India is going through major changes. Key players are losing
market share while new and young companies, mostly from
Asian countries, are coming to the market. At the same time
the market is slowly expanding when people are buying more
phones than ever. The whole process of buying mobile
phones has changed in the last few years. People no longer
carry the same phone year in year out, change is the fast
technological development of the phones. But also
consumer’s but they change their phone every year, some
even twice a year. One reason for these attitudes towards
mobile phones has changed. Mobile phones are no longer
seen as expensive, hi-tech products, but they have become
accessories like jewellery or a piece of clothing. Here we can
mention about Nokia the world’s number one mobile phone
company and this discussion is going through about this
company.
Nokia Corporation is a Finnish multinational
communications corporation that is headquartered in
Keilaniemi, Espoo, a city neighbouring Finland's
capital Helsinki. (The Nokia House, Nokia's head
office located by the Gulf of Finland in Keilaniemi,
Espoo, was constructed between 1995 and 1997(It is
the workplace of more than Nokia Corporation is a
Finnish multinational communications corporation
that is headquartered in Keilaniemi, Espoo, a city
neighbouring Finland's capital Helsinki. 1,000).
Nokia is engaged in the manufacturing of mobile
devices and in converging Internet and
communications industries, with over 123,000
employees in 120 countries, sales in more than 150
countries and global annual revenue of EUR 41
billion and operating profit of €1.2 billion as of 2009.
It is the world's largest manufacturer of mobile
telephones Nokia produces mobile devices for every
major market segment Nokia is a public limited
liability company listed on the Helsinki, Frankfurt, and
New York stock exchanges. It is an important employer
in Finland and several small companies have grown
into large ones as its partners and subcontractors
Nokia increased Finland's GDP by more than 1.5% in
1999 alone. In 2004 Nokia's share of the Finnish GDP
was 3.5% and accounted for almost a quarter of
Finland's exports in 2003.
In recent years, Finns have consistently ranked Nokia
as one of the best Finnish brands. In 2008, it was the
27th most respected brand among Finns, down from
sixth place in 2007.
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 (Web 21). 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 a
high technology market and India being developing
country, will see more and more subscribers to this
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” (Web 22). 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.
For this purpose, secondary data in form of case
studies and
 news articles have been used to gather the information
about the marketing strategies that were applied by
Nokia in India. Then dealers on Nokia in different
parts of India were interviewed with semi-structured
interviews to check the impact of these strategies. The
objective was 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 was scope of improvement and
note down some recommendations.
HISTORY:

The roots of Nokia go back to the year 1865 withthe

establishment of a forest industry enterprise inSouth-
Western Finland by mining engineer FredrikIdestam.
Elsewhere, the year 1898 witnessed thefoundation of
Finnish Rubber Works Ltd, and in 1912Finnish Cable
Works began operations. Gradually, the ownership of
these two companies and Nokia began to shift into
hands of just a few owners. Finally in 1967the three
companies were merged to form Nokia Corporation.At the
beginning of the 1980s, Nokia strengthened its position in
the telecommunication and consumer electronics
markets through the acquisitions of Mobira, Salora,
Televa and Luxor of Sweden. In 1987, Nokia acquired the
consumerelectronics operations and part of the
component business of the German Standard Elektrik
Lorenz, as well as the French consumer electronics
company Oceanic. In 1987, Nokia also purchased the
Swiss cable machinery company Maillefer.In the late
1980s, Nokia became the largest Scandinavian
information technology company through the
acquisition of Ericsson's data systems division. In 1989,
Nokia conducted a significant expansion of its cable
industry into Continental Europe by acquiring the Dutch
cable company NKF. Since the beginning of the 1990's,
Nokia has concentrated on its core business,
telecommunications, by divesting its information
technology and basic industry operations.
RESEARCH METHODOLOGY

 Objectives:
 The objective was to study the main reasons of
success of the market leader Nokia, and also to
study the drawbacks of the company.
 To get the better view of Various Marketing
Strategies used by Nokia.
 To know the facilities provided by Nokia
Company to its Customers.
 To know the special schemes designed by the
Nokia Company & especially for the benefit of the
Customers.
 It was intended to study the areas where there was
scope of improvement and note down some
recommendations.
 This research aims at studying the strategies
applied by Nokia in, and analyzing the effects of
these strategies on the sales of the company.
 The eye view of the customers towards the nokia.
 To know how the various services which customers
seek towards the Brand.
 To analyse the various and overall efficiency the
discipline, the steps by the nokia.
Scope:
Nokia is a world leader in mobile communications,
driving the growth and sustainability of the
broader mobility industry. Nokia connects people
to each other and the information that matters to
them with easy-to-use and innovative products like
mobile phones, devices and solutions for imaging,
games, media and businesses. The various trends
opinions, suggestions are disclosed by this project.
Also the mindset of the customer and the other
users of the mobile devices. Nokia provides
equipment, solutions and services for network
operators and corporations are to be known for
future and further reference.
Limitations of the study:
 The study is based on the information provided by
Nokia‘s marketing
 The present study suffers from all the limitations of
questionaire method.
 The biggest limitation of this research was time.
Due to time constraints, the interviews were
restricted to a very small number(I.e=100).
 Cost was also disadvantage in the process of the
research.
 The students were chosen for interviews as it was
believed that they would give a more generalized
view of the whole market.
 However, their answer replicated their specific
Brand base and personal choice.
 If time is no limitation, the consumers should be
directly contacted for their views.
 There were many barriers of the project while the
surveys such as not mentioning of names, other
information by the customers, not taking interests
in surveys, ignoring and rejecting of surveys.

For the purpose of the present study, both primary

data and secondary data were used.
DATA COLLECTION METHOD:
The Data Collection method proposed was
Questionaire method.
Since the objective of this research is to measure
degree of success of marketing implemented by
Nokia, it is very important to first identify the
marketing strategies applied by Nokia. For this
purpose, the best available sources are case
studies, news articles and personal knowledge of
the marketing strategies. After getting a complete
picture of the existing scenario, there was a need
to get the public interpretation of the brand and its
value as well as framing and creating the on going
trends and mindsets from sources. For the purpose
of getting more generalized view, the students
where participated for surveys by asking them
various questions about the Nokia’s product and
services. Since the students are also the user of the
mobile devices and experiences the services, they
can give an overview of the market of market. Also
it was thought that their personal choice will be
considered for the same. Hence for a new research
a primary research was conducted. A secondary
research was also carried out to understand the
marketing activities and future in general.