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Introduction
In this era, where the technology is growing in a very faster speed and every positive change is bringing new and enhanced features with them, the cellular phones are at the very hot issue in this growing technology. The technologies in these cellular/mobile phones are enhancing and developing day by day, including new features of entertainment, and multiple options like imaging facilities, movie/animation features, sound technologies etc. When the technology is the matter, every consumer/user prefers the latest, best and interacting featured technologies and also prefers these facilities in less cost. So, in this view, there is a very big and fast competition between many companies/manufacturers of cellular phones at the world level. So I have chosen the Nokia for my project on marketing mix for Nokia.

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Nokias Mission Statement

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-To guide and focus decision making -To create a balance between the competing interest of various stakeholders -To motivate and inspire organizational members However, it is important to point out that mission statements do not always deliver the promised benefits. In reality, mission statements are often unreadable and uninspiring, and articulate values that are unrealistic or are not aligned with day-to-day organizational behaviour. Previous mission statement research focused primarily on the content of mission statements and/or on the managers perception of the mission statement. Meanwhile, the mission statement perception of individual organizational members received little attention.

Vision Statement
Nokia wants to create a new world; to transform a big planet to a small village. Their vision is to create, build, and encourage people from all countries to communicate with each other in order to create a world where everybody is connected. Humans learn from people around them, but men also seem to forget that beliefs and thoughts differ from person to person. The way of thinking, experiences, believes are simultaneously related in a logic approach. Similarly, Nokia wants to create a world of creativity and experience, shared experiences.

Their promise
Getting the trust of the customer is not easy. Nokia tends to help people feel close to what matters to them. What makes a discussion interesting is exchange and communication; Nokia gives their customers this possibility. It takes a Human approach to technology: Simple, Reliable and Intuitive.

Nokias History Introduction of Nokia

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Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring Finland's capital Helsinki. 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: its global device market share was about 39% in Q4 2009, up from 37% in Q4 2008 and 38% in Q3 2009, and its converged device market share was about 40% in Q4, up from 35% in Q3 2009. Nokia produces mobile devices for every major market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as applications, games, music, maps, media and messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. Nokia is also engaged in providing free digital map information and navigation services through its wholly-owned subsidiary Navteq. Nokia has sites for research and development, manufacture and sales in many countries throughout the world. As of December 2009, Nokia had R&D presence in 16 countries and employed 37,020 people in research and development, representing approximately 30% of the group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and the U.S. Nokia is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges.Nokia plays a very large role in the economy of Finland; it is by far the largest Finnish company, accounting for about a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) as of 2007, a unique situation for an industrialized country. 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.

Nokias first century: 1865-1967

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The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. Between 1865 and 1967, the company would become a major industrial force; but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics...

1865:

The

birth

of

Nokia

Fredrik Idestam establishes a paper mill at the Tammerkoski Rapids in south-western Finland, where the Nokia story begins.

1898: business.

Finnish

Rubber

Works

founded

Eduard Poln founds Finnish Rubber Works, which will later become Nokia's rubber

1912: businesses.

Finnish

Cable

Works

founded

Arvid Wickstrm starts Finnish Cable Works, the foundation of Nokia's cable and electronics

1937:

Verner

Weckman,

industry

heavyweight

Former Olympic wrestler Verner Weckman becomes President of Finnish Cable Works.

1960:

First

electronics

department

Cable Works establishes its first electronics department, selling and operating computers.

1962:

First

in-house

electrical

device

The Cable Works electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants.

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1967: Corporation

The

merger

Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia

The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. As European telecommunications markets were deregulated and mobile networks became global, Nokia led the way with some iconic products...

1979:

Mobira

Oy,

early

phone

maker

Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora.

1981:

The

mobile

era

begins

Nordic Mobile Telephone (NMT), the first international mobile phone network, is built.

1982:

Nokia

makes

its

first

digital

telephone

switch

The Nokia DX200, the companys first digital telephone switch, goes into operation.

1984:

Mobira

Talkman

launched

Nokia launches the Mobira Talkman portable phone.

1987:

Mobira

Cityman

birth

of

classic

Nokia launches the Mobira Cityman, the first handheld NMT phone.

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1991:

GSM

new

mobile

standard

opens

up

Nokia equipment is used to make the worlds first GSM call.

Mobile revolution:1992-1999
In 1992, Nokia decided to focus on its telecommunications business. This was probably the most important strategic decision in its history. As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industrys global boom and made it the world leader before the end of the decade...

1992: telecommunications.

Jorma

Ollila

becomes

President

and

CEO

Jorma Ollila becomes President and CEO of Nokia, focusing the company on

1992:

Nokias

first

GSM

handset

Nokia launches its first GSM handset, the Nokia 1011.

1994:

Nokia

Tune

is

launched

Nokia launches the 2100, the first phone to feature the Nokia Tune.

1994:

Worlds

first

satellite

call

The worlds first satellite call is made, using a Nokia GSM handset.

1997:

Snake

classic

mobile

game

The Nokia 6110 is the first phone to feature Nokias Snake game.

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1998:

Nokia

leads

the

world

Nokia becomes the world leader in mobile phones.

1999:

The

Internet

goes

mobile

Nokia launches the world's first WAP handset, the No

Nokia now:2000-today
Nokias story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future...

2002:

First

3G

phone

Nokia launches its first 3G phone, the Nokia 6650.

2003:

Nokia

launches

the

N-Gage

Mobile gaming goes multiplayer with the N-Gage.

2005:

The

Nokia

Nseries

is

born

Nokia introduces the next generation of multimedia devices, the Nokia Nseries.

2005:

The

billionth

Nokia

phone

is

sold

Nokia sells its billionth phone a Nokia 1100 in Nigeria. Global mobile phone subscriptions pass 2 billion.

2006:

new

President

and

CEO

Nokia

today

Olli-Pekka Kallasvuo becomes Nokias President and CEO; Jorma Ollila becomes Chairman of Nokias board. Nokia and Siemens announce plans for Nokia Siemens Networks. Page 9

2007 Nokia recognized as 5th most valued brand in the world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its new internet services brand.

2008 Nokia's three mobile device business groups and the supporting horizontal groups are replaced by an integrated business segment, Devices & Services.

Nokia in India

Entered in 1994 Nokia 2110 first ever GSM call Operating office New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad, and The Indian operations handsets and network infrastructure businesses R&D facility in Bangalore, Hyderabad and Mumbai 10th manufacturing facility in Chennai, USD 150 million, March 2006 and employs

Ahmadabad

over 4100 people.

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Some firsts for Nokia in India

1995 First mobile phone call made in India on a Nokia phone on a Nokia network 1998 Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 First phone with Hindi Menu (Nokia 3210) 2002 First Camera phone (Nokia 7650) 2003 First Made for India phone, Nokia 1100 2004 Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 First Wi-fi Phone- Nokia Communicator (N9500) 2005 Local UI in additional local language 2006 Nokia manufacturing plant in Chennai 2007 First vernacular news portal

Recent achievements & Recognition

Ranked 4th in the Most Trusted Brand -Survey by Brand Equity - 2007. Ranked No1. MNC in India by Business World- 2007. Ranked No. 1 in the Consumer Durables in India in 2005-06. No. 1 telecom equipment vendor from 2004- 07. Asias most trusted brand in 2006 by the Media-Synovate survey. 'Brand of the Year' at CII Brand Summit in 2005. Golden Peacock Award 2004 for Nokia 1100, for most innovative product in the India is only country where Nokia is present in the entire range- R & D, retail, 75000+ outlets to sell Nokia products. Nokia has 62.5% share in mobile handset market in India. Launched a new service brand Ovi for Internet services.

telecom segment. manufacturing and services.

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To access on-demand online music and games besides other entertainment content. Nokia N95 with maps that enable users to find their way to people and places. Maps

services also have a route finder

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RESEARCH OBJECTIVES
. To find out the performance of Nokia with reference to its marketing elements. . To analyze the companies growth in market. . To find out the benefits and attributes of the nokia. . To know the emotional and functional benefits of nokia.

PROBLEM STATEMENT
To analyze the importance of 4 ps for Nokia. RESEARCH METHODS We have used secondary data as well as primary data. After collecting data through questionnaires, we have fed it into the analysis and interpretation. The results are generated after applying the some specific tests.

Primary Sources
Interaction with customers by filling up of questionnaires.

Secondary Sources
Books Internet Articles

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Magazines Project reports Journal Of Management Cases

SAMPLE TYPES
The sample consists of customers for nokia.

SAMPLE SIZE
We have prepared a questionnaire to collect data from hundred individuals.

RESEARCH INSTRUMENT
We have used the personal interaction with customers so that the exact feeling can be judged. We have also carried a questionnaire for research findings.

RESEARCH LIMITATION
The research we are conducting is limited to Ahmednagar. Its a descriptive analytical research.

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4Ps of Marketing Mix for Nokia

Product
Historically, the thinking was: a good product will sell itself. 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. Therefore the question on product has become: does the organization create what its intended customers want? Define the characteristics of your product or service that meets the needs of your customers.

Functionality
Quality Appearance Packaging Brand Service Support Warranty

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Products Mix of Nokia

Offered to customer are

Nokia N90

Nokia 7710 Nokia 6300 Nokia 95

Nokia 6681 Nokia 7280 Nokia N 81 Nokia 5300

Nokia 6680

Nokia 6670

Nokia 3600

Nokia 6260

Nokia 6255

Nokia 6235

Nokia 6230i

Nokia 3230

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Price
How much are the intended customers willing to pay? Here we decide on a pricing strategy - do not let it just happen! Even if you decide not to ask (enough) money for a realize that this is a conscious decision and forms part of the product or service, you must

pricing strategy. Although competing on price is as old as mankind, the consumer is often still sensitive for price discounts and special offers. Price has also an irrational side: something that is expensive must be good. Permanently competing on price is for many companies not a very sensible approach.

List Price
Discounts Financing Leasing Options Allowances. Penetration Pricing Competitor Based Pricing

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

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

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Promotion

How are the chosen target groups informed 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 of their meanings in today's markets, Promotion has become the most important P to focus on.

Advertising
Front Line Service Public Relations Message Direct Sales Sales Media Budget

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Nokia Phone Life Style Segmentation

Style Variable Basic / Entry Expression Active Classic Fashion Premium

Nokia Phone functionality Variable

Functionality Variable Voice Entertainment Imaging Media Business Application

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1. Which Mobile Handset Do You Have?

Nokia 65

Samsung 18

LG 09

Motorola 02

Sony Ericsson 06

Interpretation:According to the analysis it is found that Nokia has achieved 60% of customer preference. Samsung has achieved 18% of customer preference. LG has achieved 09% of customer preference. Motorola has achieved 02% of customer preference.
Sony Ericsson has achieved 06% of customer preference.

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2. What brand comes first in your mind when you hear about mobiles? Nokia 72 Samsung 19 LG 03 Motorola 05 Sony Ericsson 01

Interpretation:According to the analysis it is found that Nokia has achieved 72% of Brand preference. Samsung has achieved 19% of Brand preference. LG has achieved 03% of Brand preference. Motorola has achieved 05% of Brand preference. Sony Ericson has achieved 01% of Brand preference.

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3. Since how many years you are using Nokia Handset?

Less than 1 yr 38

Since 1 yr 24

More than 1yr & Less than 3 yr 20

More than 3 yr 18

Interpretation:According to the analysis it is found that It is found that 38% of customers prefer Nokia Handsets from less than 1 Year It is found that 24% of customers prefer Nokia Handsets since 1 Year It is found that 20% of customers prefer Nokia Handsets from more than 1 Year less than 3 year It is found that 18% of customers prefer Nokia Handsets from more than 3 Year

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4. What was the reason to purchase particular Nokia Handset?

Price 16

Service 12

Quality 32

Features 12

Brand 28

Interpretation:According to the analysis it is found that 16% Customers has preferred Nokia Handset due to its price. 12% Customers has preferred Nokia Handset due to its Service. 32% Customers has preferred Nokia Handset due to its Quality. 12% Customers has preferred Nokia Handset due to its Features. Page 26

 28% Customers has preferred Nokia Handset due to its Brand.

5. Who according to you is the major competitor for Nokia?

Samsung 60

LG 20

Motorola 12

Sony Ericsson 08

Interpretation: According to the analysis it is found that 60% of the market has been captured by the Samsung, 20% by LG, 12% by Motorola and 08% by Sony Ericson.

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6. Do you thing that Nokia is Market king?

Yes 76

No 24

Interpretation: According to the analysis it is observed that Nokia is Market King as it has captured 76% of Market share.

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7. Which type of Nokia Handset do you prefer most?

Premium 08

Fashion 17

Classic 24

Games 05

Active 07

Expression 18

Basic 21

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Interpretation:According to the Analysis it is found that: 08% of customers prefer Premium range of Nokia Handset 17% of customers prefer Fashion range of Nokia Handset 24% of customers prefer Classic range of Nokia Handset 05% of customers prefer Games range of Nokia Handset 07% of customers prefer Active range of Nokia Handset 18% of customers prefer Expression range of Nokia Handset 21% of customers prefer Basic range of Nokia Handset

8. Are you satisfied with Nokia Handset?

Very Satisfied 48

Satisfied 21

Neutral 12

Dissatisfied 12

Very Disappointed 07

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Interpretation: According to the Analysis it is found that 48% of customer are very satisfied by Nokia handsets, 21% are just satisfied, 12% are neither satisfied nor dissatisfied and12% of customers are dissatisfied by Nokia and 07% of customers are very dissatisfied by Nokia Handsets.

SWOT Analysis Strengths: Nokia is a dominant player in the Smart phone market via its majority of proprietary
series. It has dominated the world of mobile phones and has created its own culture and philosophy. One of the most popular mobile communication company in the industry

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Offering high product quality. Wide range of product. Product warrantee worldwide. Fashionable product ( serve new trend). Global marketing (product).

Weaknesses: Nokia produced a phone that gave her for a moment a bad image which is the NGage. They didnt adopt new ways of thinking. Customers prefer the Clamshell phones and Nokia was reluctant to produce a clamshell until now, when it launched the first model. Higher price as compared to competitors High supply chain cost

Opportunities: Nokia has the opportunity to increase their presence in the CDMA market
(Code Division Multiple Access), which they are just entering as well as 3G. There is a possibility to grow in new countries such as India and other small countries. Increase their presence in the CDMA market, which they are just entering, as well as 3G and Edge. New growth markets where cell phone adoption still has room to go, including India and other countries. Joint venture in technology.

Threats: Nokia was among the latest mobile phone companies who created the 3G, so there is a
risk to be displaced by competitors such as Motorola, LG etc. Looking mainly at the competition that are taking away Nokias market share. Government legislations that hinder Nokias development as a company (total cost of 3G licensing in Europe is 110 billion euros). Higher import charges. In a world where every one can be connected, we take a very human approach to technology. Nokia starts its introduction to the global market by that statement as a vision to create a linkage between people and to get them always connected with each other. Nokia is worlds largest and leading manufacturer of mobile telephones and network equipments, which owns an approximately 36% of the global market share. The competition and the fighting for the top spot in cell phones supplier are the goals where of the value proposition are set. Nokia believed that its business processes, strategies, structure, organization, management, and culture and environment drivers are leading to one of the best information systems.

Performance objectives
Nokia is respecting all the important criteria that lead to its success. To make things more tacit, its performance objectives are listed: Quality, Speed, Dependability, Flexibility and Cost.

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Quality: Nokia phones are solid. The quality of sound and the button make you feel
ill at ease with the phone. Its materials and components are one of the most important factors that push the customers to buy it, the design too.

Speed: A Nokia phone response and transfer quickly items for a phone to another.
Also the short cut, easy, evident and simple to use.

Dependability:

Nokia phone will never let you down because of the high autonomy of the battery. In some phones, especially professional ones, they offer an extra battery to be always available.

Flexibility: They produce cell phone suitable to every kind of person. They have a
wide range of style, from the basic use to the professional one. Depending on the status, the softwares are not the same. The features of phones for young people are not the same as the professional one as they differ in the complexity of their systems.

Cost: They produce a wide variety of products ranging from cheap to very
expensive. Most of the people can buy a Nokia starting from 300 Dh, for e.g. Nokia 3310, to the expensive one like the Nokia Sapphire that cost around 14 000 Dh.

Nokias 4 Vs

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High

Volume

Low

Low Variety High

High

Low

Variation

High

Low Visibility HigHigh

High

Volume: Nokia has a medium to high volume because its produces a large quantity of cell
phones but not every day. People buy a cell phone once generally for a year or two.

Variety: Nokia produces only cell phone and other software. The variety of the company is
very low

Variation: The variation in demand is very high. Nokia attempts to meet the requirements of
their customers both professional and ordinary ones.

Visibility: Nokia is located over 40 countries all over the world including shops. We can see
the brand name everywhere and its much known.

Upcoming Concept

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T h e M o rp h c o n c e p t N o k ia- sEe r ie s

N o k ia- S e r ie s N N o k ia y m b iaenr ie s S s

Product Life Cycle

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Sales or Profits

The Product Life Cycle (International) Maturity

Nokia Symbian & N- Series Nokia 30 & 40 Series

Decline

Growth
Nokia E- series

Sales curve

Introduction
The Morph concept

Time

The Product Life Cycle (India)

Sales or Profits

Maturity
Nokia N- Series Nokia 30 & 40 Series

Decline

Growth
Nokia Symbian series

Sales curve

Introduction
Nokia E- series

Time

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Findings

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 It is found that Nokia is performing well in the market. It is found that Nokia has fulfil the customers demand. All elements plays an important role for Nokia in there Achievement.

Observations
It is observed that Nokia is a market leader in mobiles. They have achieved a huge success in the market. They have utilise there marketing elements appropriately which is resulted in goal completion.

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Recommendations

Nokia need to break out of Cities to Rural areas.

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 Focus on youth i.e. imaging and games. Nokia need to reframe its Marketing Strategy. Nokia should reduce its prices According to its Competitors. Nokia should enhance its voice and sound Quality. It should reduce heavy wait of cell phones. Also concentrate on the size of cell phones. Nokia must analyze its cell phones style and designs.

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Conclusion
It is most probably due to Nokia's innovation and continual progress that the

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company was able to attain such a high stand in the market. Another major factor that allowed Nokia to be so successful was the demands of the customers. Evidently, the customers were continually searching for faster, better, smaller operators, and it is because of these demands that Nokia was able to reach its level. Finally, it would be very interesting to also deeply investigate another major company, such as Sony-Ericsson, and determine the factors that differed and advantaged Nokia over the other company.

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Questionnaire
We are the students of Pune University. You are requested to fill out the questionnaire. Information collected in this survey will be used for research purpose only.

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Personal Information
Name ____________________ Profession __________________ Contact No ________________ Age________________________ Education __________________ E-mail _____________________

1. Which Mobile Handset Do You Have?

Nokia

Samsung

LG

Motorola

Sony Ericsson

2. What brand comes first in your mind when you hear about mobiles? Nokia Samsung LG Motorola Sony Ericsson

3. Since how many years you are using Nokia Handset ?

Less than 1 yr

More than 1 yr

More than 1yr & Less than 3 yr

More than 3 yr

4. What was the reason to purchase particular Nokia Handset?

Price

Service

Quality

Features

Brand

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5. Who according to you are the major competitor for Nokia?

Samsung

LG

Motorola

Sony Ericsson

6. Do you thing that Nokia is Market king?

Yes

No

7. Which type of Nokia Handset do you prefer most?

Premium

Fashion

Classic

Games

Active

Expression Basic

8. Are you satisfied with Nokia Handset?

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Disappointed

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Books Referred
Principles of Marketing by Philip Kotler & Gary Armstrong Published by Dorling Kindersley(India) Pvt.Ltd. 13th Edition Chapter no.4, Page no. 94-105.

Marketing Management by Philip Kotler, Abraham Koshy, Kevin Keller & M. Jha Dorling Kindersley(India) Pvt.Ltd. 13th Edition Chapter no.19,Page no.526.

Published by

Marketing Research by G.C.Bera. Published by Tata Mc Graw Hill Publishing Company Ltd.4th Edition Chapter no. 6 &7. Page no.87 & 103

Website

www.nokia.com www.google.com www.myreference.com www.managementessay.com

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