Project on Marketing

Topic of the Project on:

Efforts for This Project is made by: Pankaj Kumar (BBA 6
th
)

Submission on: 05
th
August 2011








New DeIhi Institute for Information TechnoIogy



Index

1. About the Company
2. Nokia in the region oI Asia- PaciIic
3. Company`s ProIile
4. Product
5. Products that Nokia oIIers
6. New Products & Operating Highlights
7. Price
8. Price oI Some Most Selling Mobile Phones
9. Place
10. Promotion
11. People
12. Process
13. Pay Package
14. SWOT Analysis









About the Company



Nokia Corporation (NYSE: NOK) is one oI the world's largest
telecommunications equipment manuIacturers. With headquarters in
Keilaniemi oI Espoo. Finland. this Finnish telecommunications company is
best known today Ior its leading range oI mobile phones. Nokia also
produces mobile phone inIrastructure and other telecommunications
equipment Ior applications such as traditional voice telephony. ISDN.
broadband access. proIessional mobile radio. voice over IP. wireless LAN
and a line oI satellite receivers.


Nokia provides mobile communication equipment Ior every maior market
and protocol. including GSM. CDMA. and WCDMA.











Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on
the banks oI Nokia rapids. Finnish Rubber Works established its Iactories in
the beginning oI 20th century nearby and began using Nokia as its brand.
Shortly aIter World War I Finnish Rubber Works acquired Nokia wood mills
as well as Finnish Cable Works. a producer oI telephone and telegraph
cables. All three companies were merged as Nokia Corporation in 1967. The
name Nokia originated Irom the river which Ilowed through the town oI the
same name (Nokia).














In the 1970s Nokia became more involved in the telecommunications
industry by developing the Nokia DX 200. a digital switch Ior telephone
exchanges. In the 1980s. Nokia oIIered a series oI personal computers called
MikroMikko |1|. however. these operations were sold to International
Computers. Ltd. (ICL). which was later merged with Fuiitsu-Siemens AG.
Nokia also began developing mobile phones Ior the NMT network;
unIortunately. the company ran aIoul oI serious Iinancial problems in the
1990s and streamlined its manuIacturing oI mobile phones. mobile phone
inIrastructure. and other telecommunications areas. divesting itselI oI other
items. such as televisions and personal computers.












In 2004. Nokia resorted to similar streamlining practices with layoIIs and
organizational restructuring. although on a signiIicantly smaller scale. This.
however. diminished Nokia's public image in Finland. and produced a
number oI court cases along with. at least. one television show critical oI
Nokia.



Recently. Nokia ioined other mobile phone manuIacturers to embrace
Taiwanese Original Device ManuIacturers. Nokia signed a contract with
BenQ. a Taiwanese Original Device ManuIacturer. to develop three high-end
mobile phones. which are scheduled to retail by the end oI 2005.









Nokia in the Region of Asia - Pacific


A leading player in mobile communications in the Asia PaciIic. Nokia Iirst
started operations in the region in the early 1980s. It has since established a
leading brand presence in many local markets. and business has expanded
considerably in all areas to support customer needs and the growth oI the
telecommunications industry in the region.


Nokia's regional corporate headquarters is located at Alexandra Technopark
in Singapore. As the regional hub Ior Nokia. it is a base Irom which over 700
staII provide leading-edge technology. product and solutions support to the
20 diverse markets and Nokia oIIices in the Asia PaciIic.








Nokia's regional treasury center - Nokia Treasury Asia - operates out oI
Singapore as an in-house bank Ior Nokia subsidiaries in the Asia PaciIic
region. while Nokia Research Centre - the corporate research unit - has
oIIices in Japan and China. Nokia also manuIactures products out oI three
maior Iacilities in Masan. Korea. and Beiiing and Dongguan in China.


As oI January 2004. Nokia streamlined its global organizational structure to
strengthen its Iocus on convergence. new mobility markets and growth. To
address emerging new business areas in the Mobility era while continuing to
Grow its leadership in mobile voice communications; Nokia has Iour
business groups to best meet the unique dynamics oI each business.











Mobile Phones oIIers a global range oI highly competitive mobile phones Ior
large consumer segments. and develops mobile phones Ior all maior
standards and customer segments in over 130 countries. It is responsible Ior
Nokia's core mobile phones business. based mainly on WCDMA. GSM.
CDMA and TDMA technologies. Mobile Phones Iocuses on bringing
Ieature-rich. segmented mobile phones to the global market.


Multimedia brings mobile multimedia to consumers in the Iorm oI advanced
mobile devices and applications. Its products have Ieatures and Iunctionality
such as imaging. games. music. media and a range oI other attractive
content. as well as innovative mobile enhancements and solutions.











Networks continue to oIIer leading-edge network inIrastructure. technology
and related services. based on maior wireless standards to mobile operators
and service providers. Focusing on the GSM Iamily oI technologies. the
group aims at leadership in GSM. EDGE and WCDMA radio networks. Our
networks have been installed in all maior global markets that have adopted
these standards. Networks are also a leading provider oI broadband access
and TETRA networks Ior proIessional users in the public saIety and security
sector.


Enterprise Solutions provides a range oI terminals and seamless mobile
connectivity solutions based on end-to-end mobility architecture. dedicated
to helping businesses and institutions worldwide improve their perIormance
through extended mobility. Its end-to-end solution oIIerings range Irom
business optimized mobile devices on the Iront end. to a robust portIolio oI
mobile business optimized gateways in the back end including: wireless
email and internet. application mobility. message protection. virtual private
networks. Iirewalls. and intrusion protection.






Company`s Profile

Nokia Corporation manuIactures mobile devices principally based on
global system Ior mobile communications. code division multiple access
(CDMA). and wideband CDMA (WCDMA) technologies. The company
operates in three divisions: Multimedia. Enterprise Solutions. and
Networks.

The Multimedia division Iocuses on bringing connected mobile multimedia
to consumers in the Iorm oI advanced mobile devices. including 3G
WCDMA mobile devices and solutions.

The Enterprise Solutions division enables businesses and institutions
extend their use oI mobility Irom mobile devices Ior voice and basic data to
secure mobile access. content. and applications. Its solutions include
business-optimized mobile devices Ior end users. a portIolio oI Internet
portIolio network perimeter security gateways. and mobile connectivity
oIIerings.






The Networks division provides network inIrastructure. communications.
and networks service platIorms and proIessional services to operators and
service providers. Nokia connects people to each other and the inIormation
that matters to them with mobile devices and solutions Ior voice. data.
imaging. games. multimedia. and business applications. The company also
provides equipment. solutions. and services Ior its operator and enterprise
customers.


It sells its mobile devices primarily to operators. distributors. independent
retailers. and enterprise customers worldwide. Nokia Corporation is based
in Espoo. Finland.









Product

Historically. the thinking was: a good product will sell itselI. However
there are no bad products anymore in today's highly competitive markets.
Plus there are many laws giving customers the right to send back products
that he perceives as bad. ThereIore the question on product has become:
does the organization create what its intended customers want? DeIine the
characteristics oI your product or service that meets the needs oI your
customers.

Functionality:
Quality
Appearance
Packaging
Brand
Service
Support
Warranty





Some of the Products that Nokia offers to
Customers are:



Nokia N90

Nokia 9300

Nokia 8800

Nokia 7710







Nokia 7280

Nokia 7270

Nokia 6822

Nokia 6681













Nokia 6680

Nokia 6670

Nokia 6630

Nokia 6260







Nokia 6255

Nokia 6235

Nokia 6230i



Nokia 3230











New Products Launching & Operating Highlights

The Mobile Phones business group increased its consumer oIIering
during the quarter with the introduction oI new models in a range oI
Iorm Iactors and designs. Highlights include:

- Nine new GSM models. including the Nokia 6280. our Iirst mid-
range WCDMA/3G phone.

- Four new CDMA models. growing our mid-range oIIering in CDMA.

- Premium category devices: the Nokia 8800 and Nokia 8801 stainless
steel slide phones.

- The Nokia 6270 slide phone: one oI two new models with 2 mega
pixel cameras.



- The Nokia 5140i camera phone: Nokia's Iirst mobile device to
comply with upcoming EU environmental legislation.

- Two entry-level mobile phones. the Nokia 1110 and Nokia 1600.
each oIIering technological Ieatures designed to reduce the total cost oI
ownership Ior users.












Price:

How much are the intended customers willing to pay? Here we decide on
a pricing strategy - do not let it iust happen! Even iI you decide not to ask
(enough) money Ior a product or service. you must realize that this is a
conscious decision and Iorms part oI the pricing strategy. Although
competing on price is as old as mankind. the consumer is oIten still
sensitive Ior price discounts and special oIIers. Price has also an irrational
side: something that is expensive must be good. Permanently competing
on price is Ior many companies not a very sensible approach.


List Price:
Discounts
Financing
Leasing Options
Allowances.




Price of the Most Selling Mobile Phones of
Nokia In the Market








Model Price Approx in Rs
Nokia 3230 Rs.15.000
Nokia 7610 Rs.16.000
Nokia 6230 Rs.12.000
Nokia 6630 Rs.22.000
Nokia 9300 Rs.28.000
Nokia 3660 Rs.11.000
Nokia 1100 Rs.3500
Nokia 6610 Rs.6000

Place

Available at the right place. at the right time. in the right quantities? Some
oI the recent maior changes in business have come about by changing
Place. Think oI the Internet and mobile telephones

Locations:
Logistics
Channel members
Channel Motivation
Market Coverage
Service Levels
Internet
Accessibility












Promotion

How are the chosen target groups inIormed or educated about the
organization and its products? This includes all the weapons in the
marketing armory - advertising. selling. sales promotions. Public
Relations. etc. While the other three P's have lost much oI their meanings
in today's markets. Promotion has become the most important P to Iocus
on.

Advertising:

Front Line Service
Public Relations
Message
Direct Sales
Sales
Media
Budget





People

All people directly or indirectly involved in the consumption oI a service are an
important part oI the extended marketing mix. Knowledge Workers. Employees.
Management and other Consumers oIten add signiIicant value to the total product
or service oIIering.



















Process

Procedure. mechanisms and Ilow oI activities by which services are consumed
(customer management processes) are an essential element oI the marketing
strategy.

Nokia has rapidly moved Irom Iunctionally oriented organisation to a
business process oriented mode. and our inIormation systems have not
Iollowed the change as Iast as they should. To Iill the gap. IM organisation
must learn and implement working methods which enable the creation oI
business process oriented inIormation systems. To satisIy these business
needs. Nokia has introduced a new development approach Ior inIormation
systems development. These processes have been created and tested during
the SPI.
In 1996. the starting point oI soItware engineering practices in Nokia
Mobile Phones/InIormation Management was that there were no clearly
deIined processes to guide the soItware development according to the
business needs. Requirement analysis was usually done with an ad-hoc style
without a pre-deIined process. For the technical design and implementation.
there was a Iirst version oI proiect manual to Iollow.


Technical environment Irom IT point oI view at Nokia is great.
Market`s leading brands are utilized in every part oI the company and
personnel`s skill level is high in technical issues. In the SPI proiect. ICL ltd
was selected as the vendor to provide a consulting point oI view and to
deliver their skills Ior business analysis and requirements speciIication areas.
Business environment in telecommunication industry is Iast moving
and quite young. which means big challenges Ior inIormation management:
timing is crucial. Because oI the changing environment. also organisation is
changing rapidly. Change is an every day phenomenon at Nokia. which
helps a lot when changing working practices as a part the SPI. Skill set
needed Ior the business and requirements analysis and other parts oI the SPI
is diIIerent Irom the technical expertise so common at Nokia. In order to
succeed. some time Ior training was reserved during the SPI.
The technical target environment Ior the SPI included a R/3 based
standard package as the baseline proiect environment. a CASE tool to
support the IM Process and an intranet environment where the results were
shared.








Pay Packages of the Company





Key Executives In The Company
Pay Exercised
Mr. 1orma Ollila . 54
Chairman. ChieI Exec. OIIicer and Chairman oI the Group Exec.
Board
$ 4.64M $ 6.00K
Mr. Pekka Ala-Pietil. 48
Pres. Head oI Customer and Market Operations and Member oI
Group Exec. Board
$ 1.63M $ 0
Mr. Olli-Pekka Kallasvuo . 52
Exec. VP. Pres oI Mobile Phones. Gen. Mang. oI Mobile Phones
and Group Exec. Board Member
$ 1.41M $ 0
Mr. Rick Simonson. 47
ChieI Financial OIIicer. Sr. VP and Member oI Group Exec.
Board
N/A $ 0
Mr. Pertti Korhonen . 44
ChieI Technology OIIicer. Sr. VP and Group Exec. Board
member
N/A $ 38.00K


SWOT Analysis of the Company: Nokia



Strengths:


Nokia has largest network oI distribution and selling as compared
to other mobile phone company in the world. It is backed with the high
quality and proIessional team in the HRD Dept. The Iinancial aspect is
very strong in case oI Nokia as it has much more proIitable business.
The product being user Iriendly and have all the accessories one want
that is why is in great demand making it No-1 selling mobile phones in
the world. Wide range oI products Ior all classes. The re-sell value oI
Nokia phones are high compared to other company`s product.









Weakness:

Nokia has many strengths and some weakness. Some oI the
weakness includes the price oI the product oIIered by the company.
Some oI the products are not user Iriendly. Not concern about the lower
class I the society people. Not targeting promotion toward them. The
price oI the product is the main issue. The service centers in India are
very Iew and scare. So aIter sales service is not good.











Opportunity:

Nokia has ample oI opportunity to expand its business. With the
wide range in products. Ieatures and diIIerent price range Ior diIIerent
people. it has an advantage over the competitors around. With the
opportunity like Telecom penetration in India` being at the peak time.
Nokia has an opportunity to increase its sales as well as the market
share. As the standard oI living in India has increased the purchasing
power oI the people as increased as well. so Nokia has to target right
customer at right time to gain the most out oI the situation.










Threats:

Nokia has many threats to tackle to maintain its position as market
leader. The threats like emerging oI other mobile companies in the
market. The companies like Motorola. Sony Eriksson. Cingular (U.S)
etc. these companies have come to the stand oI tough competition with
Nokia in the Iield oI Mobile Phones. Threats can be like providing cheap
phones. new Ieatures. new style and type. good aIter sales service etc.
So. Nokia has to keep in mind the growing competition around. Nokia
has to make strategies to tackle problems in the present and the near
Iuture. The growing demand oI WLL network can cause drop in sales
Ior Nokia. as Nokia provides many less CDMA phones to the customer.
















~This Idea of Connecting People` by Nokia provides Service to
people with the help of the Products