2. INTRODUCTION
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. Nokia provides equipment, solutions and services for
network operators and corporations. Nokia is a broadly held company with listings on four
Company like Samsung and China Hardware base Companies Micromax, Karbonn,
Cellkon are giving a good Competition to Nokia in 2012-2013. Also Google did not give its
android Operating System to Nokia which led Nokia to fall and Samsung became No.1 Company.
But Nokia is thriving back with its New Models and Marketing strategies to Attain its
position in Market.
Nokia's competitive edge was in manufacturing low-cost (standard) handsets in high
volumes. Nokia hasn't recovered from missing the shift in consumer demand to smartphones and
apps. Adopting Windows OS was misguided as it lacks content to compete with iPhone &
Android. The turnaround strategy is fundamentally flawed and Nokia's future is bleak.
The project title is to know “Customer Satisfaction & Brand awareness towards
Nokia.” A review of 100 consumers has been taken to understand the customer satisfaction level
and brand awareness regarding Nokia.
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4. Motivation of Study
Nokia made First Mobile of world and maintained its No.1 position till 2012. But new
challenges and new companies in market with lesser price and higher configurations of mobile are
giving Nokia a great Competition. It’s now time for Nokia to rethink on its strategies and any
project containing Consumer review will help a lot to understand the market for Nokia. So at this
time when Nokia is thriving back to attain its Global position this project will help Nokia to
develop its marketing strategies and product profile and is Motivation for my project.
Scope and Need of Study
• This study focus on how and why consumers make decision to purchase goods & services
• The study enables us to understanding the perception of the market segment in a better
way .So, this study help NOKIA dealers to recognize the factor influencing the consumers
to buy the NOKIA Mobile and also identify various features influencing the buying process.
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6. Objectives of Study:
• To study the satisfaction level of consumers towards the NOKIA Mobile.
• To know the advertisement effectiveness of NOKIA Mobile.
• To Know the Brand loyalty of the respondents towards NOKIA Mobile.
• To Know the product awareness. To evaluate the socio-economic factor influencing the
consumers to buy the NOKIA Mobile.
• To conduct the comparative study between Nokia and other prominent Players in the
market.
• Analysis of customer satisfaction and to find out the reason behind customer buying
behaviour while purchasing nokia.
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8. HISTORICAL BACKGROUND OF NOKIA
NOKIA was established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the banks of the
Tammerkoski rapids in the town of Tampere, in south-western Finland. The company was later
relocated to the town of Nokia by the Nokianvirta river, which had better resources for hydropower
production. That is where the company got the name that it still uses today. The name Nokia
originated from the river which flowed through the town. The river itself, Nokianvirta, was named
after the old Finnish word originally meaning a dark, furry animal that was locally known as the
nokia, or sable, or later pine marten.
Finnish Rubber Works established its factories in the beginning of 20th century nearby and began
using Nokia as its brand. Shortly after World War I, Finnish Rubber Works acquired Nokia Wood
Mills as well as Finnish Cable Works, a producer of telephone and telegraph cables. These three
companies were merged to form Nokia Corporation in 1967.
The new company was involved in many sectors, producing at one time or another paper products,
bicycle and car tires, footwear (including Wellington boots), personal computers, communications
cables, televisions, electricity generation machinery, capacitors, aluminium, etc.
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9. 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: Finnish Rubber Works founded
Arvid Wickström founds Finnish Rubber Works, which will later become Nokia's rubber business.
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10. 1912: Finnish Cable Works founded
Eduard Polón starts Finnish Cable Works, the foundation of Nokia's cable and electronics
businesses.
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.
1967: The merger
Nokia Ab, Finnish Rubber Works and Finnish Cable works formally merge to create Nokia
Corporation.
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12. Nokia 1208
Key Features
• Experience enhanced visual with the 65,536 color display
• Dust and splash proof with rubberized keypad and anti-slippery back cover
• Bright flashlight for convenience and emergency
• Timer tracker feature helps you controls the duration of each call
• Multiple phonebook makes sharing phone easier
• Easy–to-use menu in multi languages with calendars
Operating Frequency
• GSM Dualband EGSM 900/1800 MHz
Dimensions
• Volume: 67.3 cc
• Weight: 76.9 g
• Length: 102 mm
• Width: 44.1 mm
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13. Nokia 1650
Key Features
• Easy one-touch key to activate FM radio in an instant
• Enjoy easy viewing with the 65,536 colors, large screen display and large font type when dialing
• Personalize your phone ring with quality MP3-grade and 32 Polyphonic ringtones
• Extend your talk time with Power Saver mode
• Convenient one-touch key to switch on built-in flashlight
Operating frequency
• GSM Dualband EGSM 900/1800 MHz
Dimensions
• Volume: 69 cc
• Weight: 80 g
• Length: 104.2 mm
• Width: 43.8 mm
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14. Nokia 2626
Key Features
• Stand out from peers and friends with colored covers
• Listen to and share your FM radio music through the integrated handsfree speaker
• Record sound on the move and send to friends with Nokia Xpress Audio Messaging
• Download wallpapers & ringing tones via GPRS
• Stay updated on work and play with one inbox for SMS and MMS messages
Operating frequency
• GSM Dualband EGSM 900/1800 MHz
Dimensions
• Weight: 91 g
• Length: 104 mm
• Width: 43 mm
• Thickness (max): 18 mm
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15. Nokia 2600Classic
Key features
• Capture images and videos in dazzling color with the digital VGA camera and video recorder
• Personalize your phone with MP3, ringtones and user-created ringtones
• Enjoy music and news on the move with the FM radio
• Monitor call times with Pre-paid Tracker
• Share your photos and video clips with friends and family using Bluetooth
• Keep in contact with SMS, MMS, email, and Nokia Xpress Audio Messaging
• Keep all your contacts on hand with 1000-entry phone book
Operating frequency
• Dual band GSM 850/1900 MHz
• Dual band EGSM 900/1800 MHz
Dimensions
• Volume: 63.5 cc
• Weight: 73.2 g (with battery)
• Length: 109.6 mm
• Width: 46.7 mm
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16. Nokia 3500 classic
Key Features
• An elegant, large, glossy black 1.8" smoked screen makes viewing all your photos a pleasure.
• A solid metal rim around the phone protects the screen from scratches
• Splitline coloring in the keymat adds a touch of color
• Benefit from easy connectivity with Bluetooth, and a mini-USB port to connect to a PC
• Save more of your moments with the option to use MicroSD memory cards up to 2GB
• Ensure you’re always in touch with up to 2,000 contacts.
• Stay entertained with a music player and FM radio
• Make your handset unique with MP3 ringtones
Display
• Main display: 128x160, up 262k colors. TFT (active area 1,8")
Imaging
• 2 megapixel camera
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17. Nokia 6500 slide
Key features
Take high quality pictures with a 3.2 megapixel camera with Carl Zeiss optics, auto focus, and 8x digital
zoom
A powerful double LED flash makes indoor pictures perfect
Share pictures or videos with friends and family via TV-Out
3G video calling helps you feel even closer to the people you care about
Connect directly to Flickr™ website to share your photos with all your friends
Imaging and video
• Integrated 3.2 megapixel camera with Carl Zeiss optics, auto focus, with up to 8x digital zoom
• Integrated double LED flash
• Macroshot, landscape mode, sequential shots, and dedicated 2-step capture key
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18. Nokia N72
Key Features
• "Slide and shoot" print quality photos with 2 megapixel camera with up to 20x zoom
• Dedicated music keys for access to digital music player
• Ambient light detector optimizes display brightness
• Transfer data with Bluetooth wireless connectivity or via USB 2.0
Operating Frequency
• EGSM 900/1800/1900 MHz
• Automatic switching between bands
Dimensions
• Volume: 95.4 cc
• Weight: 124 g
• Length: 108.8 mm
• Width: 53.3 mm
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19. Nokia N73
Key Features
• 3.2 megapixel camera with Carl Zeiss optics
• Large, bright 2.4-inch display
• Advanced auto-focus and mechanical shutter
• Stereo FM and support for Visual Radio
• Download and stream videos with built-in RealPlayer
Operating Frequency
• Quadband EGSM 850 / 900 / 1800 / 190 MHz
• Dual mode WCDMA / GSM
• WCDMA 2100 MHz
Dimensions
• Weight: 116 g
• Length: 110 mm
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21. Mission Statement, Strategy and Purposes of Nokia
Mission Statement
• Customer – To maintain customer confidence by continuing to provide quality service
specifically designed to meet their needs.
• Market – To be recognised as a market innovator in the mobile phone industry to continuing
to improve our business practise.
• Business – To ensure the team has a complete understanding of all Mobile Network Internal
Systems and Procedures and that each team member is responsible for compliance with the
Business Management System.
• Training – To develop on going training strategies to empower personnel with skill levels
essential for future company success.
• The Team – To create the best possible working environment, promoting career
enhancement and job security, encouraging trust in the company and loyalty to the
customer.
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22. Marketing Strategy
Nokia’s corporate responsibility strategy is to engage, improve and be accountable.
They constantly measure and review their performance in economic, environmental and
social issues. They engage in stakeholder dialogue and form partnerships that serve the
areas they want to improve upon. They pursue focused and practical improvement
programs in relevant organizational or geographical areas as part of business operations -
this involves business planning, internal communications, training. They increase
accountability to stakeholders through reporting, and informative internal and external
communications activities.
What makes them unique is the way they do it. Based on the same approach that guides the rest of
their activity – ‘The Nokia Way’ - their corporate responsibility is developed through logical steps,
with much of the work concentrated inside the company, much of the work built on existing
programs, and many stages taken forward in parallel.
According to them it is essential to drive corporate responsibility through the company-wide
strategy process, support issue owners in building business cases for ethical improvement and
implementation, and increase accountability to both internal and external stakeholders.
For them, corporate responsibility is an integral and continuous part of decision-making in all parts
of their business; taking responsibility for the consequence of their actions. It’s a belief that by
focusing on issues over which they have most influence and which their stakeholders consider
important, they will be able to mobilize more of company resources, be more proactive, and ensure
long-term programs.
The Nokia Strategy continues to focus on three activities to expand mobile communications in
terms of volume and value:
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23. Expand mobile voice
Drive consumer multimedia
Bring extended mobility to enterprises
Expand Mobile Voice
We believe that many opportunities for growth exist in the mobile voice market, and we intend to
continue to focus on this area. In doing so, we aim to capitalize on our demonstrated efficiency and
skill in execution and demand-supply chain management, and our history of innovation. The
markets on which we intend to focus include markets with low mobile subscription rates relative to
the size of the population, geographic areas where it is more cost-effective to build wireless
infrastructure than fixed-line networks, and heavily populated areas, where factors such as poor
housing infrastructure or theft of materials tilt the scales in favour of wireless solutions. We also
intend to focus on markets where the need for network capacity is growing as a result of mobile
network operators promoting the replacement of fixed networks with wireless.
Drive Consumer Mobile Multimedia
They intend to enter new product and service niches, which we expect will emerge as technologies
from diverse industries start to converge, especially in the area of consumer multimedia. Our
strategy is to explore, identify and extract revenue from the most profitable and fastest growing
segments of the consumer multimedia business and its value chain by anticipating consumer needs
in this area, and developing innovative products and services. In the near term, we intend to focus
on imaging and games, where we have already introduced a number of products. Our strategy to
drive consumer multimedia will also involve leverage of our strong position in the consumer voice
market.
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24. Bring Extended Mobility to Enterprise
We intend to capture profitable segments of the corporate market by offering products and services
that will benefit companies and individual business people alike, including a diverse handset range
as well as security and mobile connectivity solutions specifically tailored for enterprise needs. As
we do this, we intend to capitalize on companies' needs for mobility and seamless mobile
connectivity in their operations, and also expect to collaborate with leading technology and systems
integration partners.
Business Objective
Nokia’s business objective is to strengthen their position as a leading systems and products
provider. Their strategic intent, as the trusted brand, is to create personalized communication
technology that enables people to shape their own mobile world.
Nokia innovates technology to allow people to access Internet applications, devices and services
instantly, irrespective of time and place. Achieving interoperability of network environments,
terminals and mobile services is a key part of their objective.
They intend to capitalize on their leadership role by continuing to target and enter segments of the
communications market that they believe will experience rapid growth or grow faster than the
industry as a whole.
By expanding into these segments during the initial stages of their development, Nokia has been
established as one of the world's leading players in wireless communications and significantly
influenced the way in which voice and other services have been transferred to a wireless, mobile
environment.
As demand for wireless access to an increasing range of services accelerates, they plan to lead the
development and commercialisation of the higher capacity networks and systems required to make
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25. wireless content more accessible and rewarding to the end user. In the process, they plan to offer
their customers unprecedented choice, speed and value.
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26. AREAS OF FOCUS
To achieve their business objective, their strategy focuses on: being the preferred provider
of solutions for mobile communications; creating personalized communication technology;
driving open mobile architecture enabling a non-fragmented global mobile services
market; strengthening and leveraging Nokia, the trusted brand; and expanding our
business and market position on a global basis.
Mobile Communications—The aim is to position Nokia as the preferred provider of products
and solutions for mobile communications by providing leading communications networks
that enable end-to-end service delivery for both cellular and broadband networks. They
develop leading high-capacity cellular networks, platforms and user applications for the
mobile Internet, end-to-end broadband access solutions and Professional Mobile Radio
systems.
Personalized Technology—They want to strengthen their leadership position in converging
personal digital terminal solutions. They build on their core competencies in various key
areas, including design and product innovations, brand development, and effective
demand/supply network management, to bring new product concepts and associated
services to market.
Driving Open Mobile Architecture—Nokia’s key commitment is to create a global and open
mobile software and services market. They aim to achieve this through strong partnering
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27. with customers, suppliers and industry participants, and solid focus on end-to-end solutions
in all their development activities.
Strengthening the Brand--According to a variety of consumer surveys, the Nokia brand is
associated with well-designed, high quality and technologically advanced products and
customer services that are also user-friendly. Having invested considerable resources in
establishing the Nokia name as the leading brand in mobile communications, they intend to
sustain and enhance the brand through aggressive advertising, sponsorship and other
marketing activities in all of their principal markets. It’s a belief that the leading market
position provides significant opportunities for Nokia to better understand and respond to the
usage patterns of end users, and thus enhance the Nokia brand.
Expanding The Business-- For more than a decade, they have actively expanded their business
globally. They, therefore benefit from strong economies of scale throughout the
organization. Nokia’s strategy is to continue focused pursuit of global business
opportunities by cultivating a strong local presence in all growing markets and pursuing
partnering and acquisition opportunities in order to obtain complementary technologies and
market positions.
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29. Reasons Why Nokia Rules the Mobile Phone Market
In spite of the presence of big names in consumer electronics like Samsung, LG, Sony-Ericsson and
Motorola, Nokia really rules the mobile phone market all over the world with nearly 40% of the
market share with no close competitors. Nokia is certainly the king when it comes to brand value,
service and experience. The Finnish mobile giant is clearly No. 1 choice in South East Asia
including India and China. How they could reach the top position?
1. Call Quality
Nokia is known for its circuitry to handle the RF Reception and providing the best call reception
quality. You won’t see users complaining much about the noise or the disturbances within Nokia
phones unless its a problem of the telecom service provider. So, the primary objective of a mobile
phone i.e. to serve us with better and clearer sound when we talk , is served by Nokia perfectly.
And if you are a person who is accustomed to other mobile phone manufacturers, then you know
that even Apple iPhone and Sony Ericsson are guilty of it.
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30. 2. Hardware
You can be assured of the quality that Nokia provides in your phone hardware. The circuits are far
more durable and reliable than any of the other mobile phone available in the market. I am using a
single Nokia phone for 6 years and I had to take it to the service centre only once during this period
for a trivial problem. That speaks for the truth I am talking about.
3. Battery
The Battery life of Nokia mobile phones is longer than many other cellphones available in the
market. People who talk a lot prefer Nokia than any other brands. They always know that the
battery will not run out in the middle of the call. iPhone has had this problem with battery life in the
past and that hasn’t been solved yet. Nokia leaves others miles behind when we consider the
longevity of the battery.
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31. 4. Robustness
Everyone knows that Nokia mobiles are truly rock solid.
5. Wide Product Range
Nokia has a vast and huge list of mobile phones. Nokia mobile phones are available for every
consumer groups, starting from simple and durable phones for the low income groups and high-end
phones for those who can afford to spend money. So regardless of you being a corporate honcho or
a fresher into the world of economy, Nokia has something for you. The sheer range of products is
enviable and at the same time the success mantra of Nokia’s dominance.
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32. 6. Customer Service
The Customer Care of Nokia which they call the Nokia Care, handles the complaints very
efficiently satisfying their customers. I had a problem with the display of my Nokia Phone. I took it
to the Nokia Care and they very quickly fixed it and gave it back. Its just the trust they implement
on the customer’s mind, is really appreciable.
Hope you remember the battery bursting incidents of Nokia mobile phones in India. The BL-5C
battery, which was the culprit in this case, was promptly replaced with no questions asked. They
also helped people with a temporary site to go and put their unique manufacturing id and see if they
needed to change the battery or not. Believe me, the call wasn’t that easy keeping in mind the
number of battery parts they had to change.
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33. 7. Reliability
Nokia really has become a brand that people can trust upon. The error rates or crash rates of Nokia
phones are very low. It will not dump you when you need this phone. And petty may this be but
still, Nokia has this trust thing going in favour of it. People can blindly trust Nokia in Asian
Countries. and not to mention, Nokia has deservingly earned this place.
8. Price
The price tags of every Nokia mobile phone is very reasonable. I mean, I can still get a GSM
mobile phone for as less as Rs. 1200 in India with all the basic features and that will last long
enough to pay me back with my dues.
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34. 9. Experience
Nokia is the largest cellphone manufacturer in the world with about 40% of market share with its
competitors nowhere near its sales volume. They know the world of mobile phone more than any
other. They have ages of experience, hundreds of success stories and dozens of smart handsets in
current portfolio. That helps them to evolve and thereby nourish our needs.
10. Marketing Strategy
One of the main reasons behind the success of their mobile phones is their marketing strategy. The
main source of earning is the popularity of their phones in the Asian market. China is making
phone designs/softwares specific for the region. For instance, since many rural Chinese aren’t
familiar with the romanized transliteration system that most cell phones use to input Chinese for
text messages, Nokia developed two phones with software that lets them write characters with a
stylus. And for India, Nokia launched two India-specific models, which included a flashlight, dust
cover, and slip-free grip (handy during India’s scorching, sweaty summers). They also included
some softwares in several regional languages which made Nokia a success.
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37. CONCEPTUAL REVIEW
What is Brand Awareness ?
Brand awareness is the probability that consumers are familiar about the life and availability of
the product. It is the degree to which consumers precisely associate the brand with the specific
product. It is measured as ratio of niche market that has former knowledge of brand. Brand
awareness includes both brand recognition as well as brand recall. Brand recognition is the ability
of consumer to recognize prior knowledge of brand when they are asked questions about that brand
or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand
as having being earlier noticed or heard. While brand recall is the potential of customer to recover
a brand from his memory when given the product class/category, needs satisfied by that category
or buying scenario as a signal. In other words, it refers that consumers should correctly recover
brand from the memory when given a clue or he can recall the specific brand when the product
category is mentioned. It is generally easier to recognize a brand rather than recall it from the
memory.
Brand awareness is improved to the extent to which brand names are selected that is simple and
easy to pronounce or spell; known and expressive; and unique as well as distinct. For instance -
Coca Cola has come to be known as Coke.
There are two types of brand awareness:
1. Aided awareness- This means that on mentioning the product category, the customers
recognize your brand from the lists of brands shown.
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38. 2. Top of mind awareness (Immediate brand recall)- This means that on mentioning the
product category, the first brand that customer recalls from his mind is your brand.
The relative importance of brand recall and recognition will rely on the degree to which consumers
make product-related decisions with the brand present or not. For instance - In a store, brand
recognition is more crucial as the brand will be physically present. In a scenario where brands are
not physically present, brand recall is more significant (as in case of services and online brands).
Building brand awareness is essential for building brand equity. It includes use of various
renowned channels of promotion such as advertising, word of mouth publicity, social media like
blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create
reliable brand image, slogans and taglines. The brand message to be communicated should also be
consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can
be regarded as a means through which consumers become acquainted and familiar with a brand and
recognize that brand.
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39. Customer Satisfaction Surveys
What Do Your Customers Think?
Ever wonder what customers are saying about you? Want glowing Yelp or Google reviews? Wish
you could get that Facebook fan number up? In a competitive marketplace where social media has
given the customer voice center stage, now more than ever it's critical to know exactly what your
customers think. Engaging your customers from the inside out, and making sure everyone in your
company shares the same vision—across departments, touch points, and geographies—are vital
components to the health and success of your business.
Not only will consumer surveys and Net Promoter Score analysis help you understand the factors
that strengthen relationships, boost sales, and build customer loyalty, but they'll also help you
define and set goals for short- and long-term decision making.
Ultimately, customer surveys will help you get major street cred for your company, product, or
service, and drive the growth of your business.
Why Customer Surveys?
A consumer survey will help you pin down your customers' likes, dislikes, and the areas of
improvement that exist. For example, what does the average customer think about your prices? Too
high? Just right? How well is your staff doing on customer service, or how well does your client
success team understand the growing needs of your customers—and prospects? Is there anything at
all about the customer experience that turns off your users? You might even send out a survey to
figure out why clients stop doing business with you, how you might win them back, and how you
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40. can prevent customer losses in the future. Empower your employees to meet milestones based on
client needs. And, if you're developing a new product or updating an existing one, customers can
provide you with invaluable feedback about design and functionality. Oftentimes, users will shed
light on problems that would have otherwise been missed.
Where to Start
So what are the right questions to ask, and when should you ask them?
This depends on your goals, and what exactly you're trying to find out or improve. Here are a few
common areas that many business owners address with customer satisfaction surveys.
• Product/service performance. Your local spa might survey clients who haven't used their
massage services for months to identify what went wrong, and what staff can do to win
clients back. A customer feedback survey can also be a good tool to measure employee
performance and how each person's role is tied to client satisfaction.
• Product feedback. A camping goods company launching a new product line might create
an online survey to send to customers who've just made a purchase. Did that new and
revolutionary tent fabric weather the elements? The results could reveal valuable insights on
how to improve product features or address design flaws.
• New product development. A beverage company might send out a customer satisfaction
survey to create or launch new formulations and leverage new opportunities. Should they
look into launching health drinks? Does that mean sugar-free or low calorie? Survey data
can reveal what customers are likely to guzzle down (or not).
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41. • Customer loyalty. Surveys can help you discover your most loyal customers and
influencers. Brand champions, power users, brand loyalists, brand heroes. No matter what
you call them, they're your answer to knowing exactly what you're doing right, what to keep
doing, and what to start doing. Showing customers that you're listening goes a long way.
• Keeping in touch. Customer satisfaction surveys are a great tool to drive regular
communication between you and your customers. Ask them how they're doing, what
suggestions they might have, and consider offering loyal customers swag or rewards for
answering your surveys.
• Market research. Want to grow a new service area? Get to know potential target markets
by first sending out an online survey to find out more about demographics, such as age,
gender, income, hobbies, etc.
• Establish performance goals. Now that you've got all of this great actionable data, you
need to make sure feedback is implemented. Use customer feedback surveys to reach back
out to customers and measure your progress over regular periods of time. Leverage what
you've learned from this valuable data to rake in revenue and improve customer and
employee satisfaction and loyalty.
Management reporting. Customer satisfaction survey data can also help managers identify key
drivers and metrics they should track across departments and roles
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43. METHODOLOGY OF THE PROJECT
Research Methodology is a way to systematically solve the research problem. When we talk to
research methodology we not only talk of research methods but also consider the logic behind the
methods we use in the context of our research results are capable of being evaluated either by the
researchers himself or by others.The purpose of this section is to describe the methodology carried
out to complete the work. The methodology plays a dominant role in any research work. The
effectiveness of any research work depends upon the correctness and effectiveness of the research
methodology.
RESEARCH DESIGN
To accomplish the predefined objectives of the research, Descriptive Research Design is used to
collect the require information from the sources. Descriptive research design is helpful in collecting
in depth information, the demographic characteristics of the customers as well as to get their
feedback.
RESPONDENTS
Since the research objectives demand the feedback from the customers, the
respondents are customers user and non users of Fairness Creams
.
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44. SAMPLING METHOD
It is not possible to get the information from each and every customer of Sitapur
under the limited time and limited resources. Therefore a relevant and sizeable
sample is drawn from the total number of customers.
DATA COLLECTION
The task of data collection begins after a research. A problem has been defined and research
design/plan chalked out. While deciding about the method of data collection, the researcher should
keep in mind two types of data viz., primary and secondary.
The primary data is the one, which is collected fresh and for the first time and thus happen to be
original in character. The secondary data are those which have already been collected by someone
else and which have already been passed through the statistical process. The methods of collecting
primary data is that to be originally collected, while in case of secondary data the nature of data
collection work is merely that of compilation
COLLECTION OF PRIMARY DATA THROUGH
Customer through Questionnaire
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45. COLLECTION OF SECONDARY DATA THROUGH
• Various publications
• Technical and trade journals
• Books, magazines
• Internet
Sample Size 100
Place Sitapur City
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47. .Q-1 Sex ratio of the respondents
Table Number - 1
PARTICULARS %AGE
MALE 55
FEMALE 45
%AGE
55%
45% MALE
FEMALE
Interpretation:
The graphical representation of the table shows that out of the100 Respondents, 55% were male and 45%
were female.
Q.2- Occupation of the Respondents
Table Number – 2
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48. PARTICULARS %AGE
Service 45
Professional 13
Business 30
Others 12
Total 100
%AGE
40%
24%
21%
15%
Less than 15,000
15,001-25,000
25,001-35,000
35001 & above
Interpretation
The graphical representation of the table shows that out of the 100 respondents, 45% respondents were in
service , 30% were from business, 13% were from the professional and 12% were from the others working
background.
Q- 3 Income level of the respondents
Table Number- 3
PARTICULARS %AGE
Less than 15,000 40
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49. 15,001-25,000 24
25,001-35,000 21
35001 & above 15
Total 100
%AGE
40%
24%
21%
15%
Less than 15,000
15,001-25,000
25,001-35,000
35001 & above
Interpretation
The graphical representation of the table shows that out of the 100 respondents, 40% respondents were from
the family whose income is less than 15,000, 24% respondents were from the family whose income is
between the 15,001 – 25,000, 21% respondents were from the family whose income is between 25,001-
35,000 and rest were from the family whose income is above 35,001.
Q-4. Educational Background
Table Number- 4
PARTICULARS %AGE
High school 14
Intermediate 9
Graduate 36
49
50. Post graduate 40
Other 1
Total 100
%AGE
14%
9%
36%
40%
1%
High school
Intermediate
Graduate
Post graduate
Other
Interpretation:
The graphical representation shows that out of the 100 respondents, 40 respondent are post graduate, 36
respondent are graduate, 14 respondent are high school, 9 are intermediate and rest have others educational
background.
50
51. Q-5 - Which mobile phone you are using?
Table No. 5
S.NO Name of the Mobile
Phones
Percentage of
Respondents
1 Nokia 55
2 Samsung 14
3 Sony Ericson 5
4 LG 16
5 Motorola 2
6 Others 8
Total 100.0
%AGE
55%
14%
5%
16%
2%
8%
Nokia
Samsung
Sony Ericson
LG
Motorola
Others
Interpretation
Out of the 100 respondents, 55% are using the Nokia phones, 5% are using the Sony Ericson, 14% are using
the Sumsung, 16% are using the LG, 2 are using the Motorola and 8 are using the Others.
Q.6 - How long you are using the mobile phones?
Table No.- 6
51
52. S.NO Time Period of
using the mobile
phones
Percentage of
Respondents
1 Less than 1 year 19
2 1-2 years 30
3 2-4 years 23
4 Above 4 years 28
Total 100.0
%AGE
19%
30%
23%
28%
Less than 1 year
1-2 years
2-4 years
Above 4 years
Interpretation
Out of the 100 respondents 19 are using for less than year, 30 are using for 1-2years, 23 are using for 2-4
years, 28 are using for above 4 years.
Q.7- How often do you change your mobile phone?
Table No.- 7
S.NO Frequency of changing
the mobile phones
Percentage of
Respondents
52
53. 1 Less than 1 year 24
2 1-2 years 36
3 2-4 years 16
4 Above 4 years 24
Total 100.0
%AGE
24%
36%
16%
24%
Less than 1 year
1-2 years
2-4 years
Above 4 years
Interpretation
Out of the 100 respondents 24 are using for less than year, 36 are using for 1-2years, 16 are using for 2-4
years, 24 are using for above 4 years.
Q.8 What will you be willing to pay for a mobile phone by respondents.
Table Number- 8
PARTICULARS %AGE
Less than 10,000 57
10,000 to 20,000 33
20,001 to 40,000 6
Any amount 4
53
54. Total 100
%AGE
57%
33%
6% 4%
Less than 10,000
10,000 to 20,000
20,001 to 40,000
Any amount
Interpretation:
The graphical representation shows that out of the 100 respondents, 57 respondents were willing to spend
less than 10,000, 33 were willing to spend between 10,001 to 20,000, 6 were willing to pay betweem 20,001
to 40,000 and rest were ready to pay any amount.
Q-9 . Consider the TV advertisement you like most –what brand is it promoting by respondents.
Table Number- 9
PARTICULARS %AGE
Nokia 24
Samsung 36
Sony Ericson 10
LG 24
Motorola 2
Iphone 0
Blackberry 2
54
55. Other 2
Total 100
%AGE
24%
36%
10%
24%
2%
0%
2%
2%
Nokia
Samsung
Sony Ericson
LG
Motorola
Iphone
Blackberry
Other
Interpretation:
Out of the 100 respondents, 24 like the Nokia advertisement most, 36 like the samsung, 10 like the Sony
Ericson, 2 like the Motorola, 24 like the LG and rest like others.
55
57. FINDINGS
The findings of the research I found that nokia is the market leader in the mobile phone industry in
india. Nokia has storng brand image to influence and create large customer base. Nokia should
Launch new mobile phones that are an optimum balance between price and features Strengths and
opportunities of Nokia suggest that high quality, advanced technology, worldwide service and
continuous new products are the essential factors for Nokia’s product development.
Nokia concerns on its enterprise culture. In the company the relationship between individuals is
mutual trust, fair and openness. Nokia makes courses to train its employees regularly which will
assist Nokia in achieving its higher goal
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59. RECOMMENDATIONS
1. Nokia has to control market skimming as it negatively attacks the brand
2. Nokia is the market leader and it should try to increase the growth rate as it had become flatter
in 2007.
3. Nokia should be innovative on style and looks frint of the cell phones as it has recently sprung
up in the present in order to attract youth.
4. High end mobile phones from Nokia have a hanging problem they must be tweaked to perform
as desired.
5. The price of Nokia cellphones is high as compared to the grown up twins available so the
buyer is unable to buy the latest available.
6. Nokia should work on a phone for the masses as it has a lot of scope, just like bird and motorola
did.
7. The infrared present on the low end phones of nokia lack compatibility with the non0 nokia
phones.
8. Nokia should work upon their combination of price and features in an instrument.
9. The user interface present in both brands of phones are each of a type and are acceptable by the
users.
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60. SWOT ANALYSIS OF NOKIA’SSWOT ANALYSIS OF NOKIA’S
STRATEGYSTRATEGY
60
61. SWOT ANALYSIS OF NOKIA’S STRATEGY
There are various tools which can be employed to understand the effectiveness of a company’s
strategies. SWOT Analysis outlines the Strengths, Weaknesses, Opportunities and Threats facing
the operating strategy of a company.
Analysing the effectiveness of strategies, strength and weaknesses can be defined as internal to an
organisation. The businesses do not necessarily have to correct all its weaknesses however, it
should be able to retain its strengths. The key success factor for operating in the targeted market
depends on the external factor. ie. Opportunity. Nokia has numerable opportunities to enlarge its
market share, however, they could be faced with a threat which could be challenge posed by an
unfavourable trend or development That may lead into absence of defensive marketing action and
thus diminish sales and profit.
SWOT ANALYSIS
STRENGTHS
Global Products and Image – Nokia is a global company. It not only sells its products to 130
countries but also sets up research and development departments in fifteen countries to
produce its products in different culture and language needs,e.g English, Dutch, German
and Chinese.
High Quality Products – Nokia concerns about product quality which is the most important
factor to satisfy customer’s needs. Nokia adds more values by superior quality or
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62. differentiated features to the market. Meanwhile, it also continuously improves upon the
existent markets.
Serving new designs and trends – Nokia launched a wireless game which by use of sms, tv,
print media, radio and internet provides clues to help players to solve a mystery. This helps
Nokia to attract customers to use its products.
Wide range of products – Nokia has the highest number of product line(more than 10 models)
compared to its competitors Samsung, Ericsson, Motorola etc.
Product Warrantee Worldwide – No matter where Nokia’s customers are, if they got a
problem with their mobile phones, they can approach any of the Nokia’s centres. Thus,
ensuring a good customer service.
WEAKNESSES
• High Price – Nokia offers a good range of high quality products at high prices Though the
high prices may be justified in terms of the costs to the company but this can act as a
weakness in certain sections of the market e.g the middle-low income group people.
Demand is skyrocketing but the price pressure is high.
• New product developing problems – Although Nokia provided colour screen mobile phones
in September 2002,this was late as compared with its competitors such as Sony Ericsson
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63. and Samsung. This acted as a weakness as the people had already accepted the range
introduced in the market and didn’t want to switch.
OPPORTUNITIES
• Joint venture in Technology – Nokia has joined with Hewlett Packard(HP) Company in
technology which has a very good reputation for many years. Nokia thus, has a considerable
opportunity to enlarge their market size into PC users who prefer mobile phones
compatible with PC device.
• Product launch continuously - Nokia uses Total Quality Management (TQM) which
mentions more about training worker program, and makes product of high quality. All
employees are well-trained and motivated and consecutively production processes are also
developed as well. Nokia has established Research and Development department (R&D)
which develops its product line into modern modification as well quality as the existing
products.
• New Software Market – As known, the amount of data traffic in mobile networks is
growing at a tremendous rate. People around the world are using new mobile services,
which are directly relevant to personal needs. Nokia has already added value through MMS
for Messaging and E-mail, Java for download any applications and HTML especially for
content search. So it may attract those businessmen and teenagers who are interested in the
new software market.
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64. • Easy Availability - Many mobile phone retail stores, such as, the link, Phone4U and
Carphone warehouse, have spread across London in every street. And, of course, every
store have not missed the opportunity to choose Nokia as their product line. Consequently,
all the customers can be guaranteed that any damage or loss of Mobile phone will be
serviced through these retail shops.
THREATS
• Threats in PC Markets - Due to fierce competition in mobile phone market it has caused
new technology compatible with PC computer. Sony Ericsson specializes on PC computer
now. Sony applied their computer system into mobile phone as well as PC computer on
hand at the same time. Furthermore, nowadays people are interested in advance of computer
as similar as mobile phone market. In this sharp competition, it is going to be harder for
Nokia to grasp customers’ attention and they will have to focus on outstanding imagination
and creativity in their marketing plans.
• Fluctuations in Euro exchange rates – Most of the European countries have joined the
European Union and thus because of the variedeconomic
conditions, the currency will fluctuate a lot finally effecting the profits of the company.
Blurring of product boundaries – This implies new entrants in the same industry like Sony,
Motorola etc. who are producing almost the same product range as Nokia and thus, there is
a need to change their models.
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65. Keeping in mind the weaknesses and threats, Dan Steinbock in an article called the ‘Nokia
revolution’ outlines the secrets behind the success of Nokia.
Apart from the SWOT analysis, the effectiveness of Nokia’s strategies can also be analysed looking
at the environment in which it operates.
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67. CONCLUSION
As Nokia is the leading manufacturer of mobile phones whole over the world, its new strategy of
diversification in Nokia Mobile Network will be at great success, also customers are loyal to Nokia
and Nokia has positioned itself properly in the minds of all the customers. It will be easier for
Nokia to attract its existing customers. Besides this Nokia with its latest technology and strong
networks is laying more stress on rural areas where till now no network has satisfied rural people.
Nokia maintains distinctive advantage over their current and future competition without patent
protection
But on the other Hand the products from the Finnish company, Nokia, are some of the very
best in the world, but the company still hasn’t found a profitable way to market its goods. The very
reason that other mobile phone companies are fast eating up Nokia’s market share is their superior
(yet simple) marketing practices.
Motorola and Samsung must now be in the FUW (frequently used words) list in Nokia’s
board meetings. These companies have made Nokia pay dearly for its undeveloped approach in
marketing its phones. The aggressive marketing practices followed by Motorola have hit Nokia
very hard and it is losing very crucial global market share every month to its American competitor.
Hence if Nokia doesn’t take much care of this matter he will face tough time in the Future.
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69. BIBLIOGRAPHY
Merriden, Trevor, (2005),’Business The Nokia Way’.
Johnson Gerry and Scholes Kevan, Exploring Corporate Strategy,6th
edition, Prentice Hall London,New
York.
Porter Michael E, Competitive Strategy –Techniques for analysing industries and
competitors(1980),MacMillan publishing Co. New York.
http://www.news.bbc.co.uk/1/hi/sci/tech/1723738.stm
http://www.amanet.org/books/catalog/081440636x_history.htm
http://www.nokia.com
http://reinholm.com/strategic%20management.htm
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71. Questionnaire
Section A: Personal Informations
1. Name:
2.(a) Age:
(b) Gender
Male Female
3. Occupation
Service
Professional
Business
Others
Specify
4. Income Level (per month)
Less than 15,000
15,001 – 25,000
25,001 – 35,000
35,001 & above
5. Educational Background
High School
Intermediate
Graduate
Post Graduate
If Other
Specify
Section B: About mobile phones
6) Which mobile phone you are using.
71
72. A) Nokia B) Samsung
C) Sony Ericson D) LG
E) Motorola F) iPhone
G) Blackberry H) Others
Specify
7) Please write the model of your phone
(example: Nokia 1100, Ericson k800i, etc.)
8) How long you are using the mobile phone
Less than 1 year
1 – 2 years
2 – 4 years
Above 4 years
9) What are the reasons for using the above mentioned model.
A) WAP
B) Just to talk on it
C) Use GPRS function
D) Receive Email & SMS
E) Down Load Files
F) Others (Specify
10) How often do you change your mobile phone
Less than 1 year
1 – 2 years
2 – 4 years
Above 4 years
11) What phone Accessories do you have?
A) Handsfree
72
73. B) Bloothooth Head Set
C) USB Data Cable
D) Memory Card (SD Card)
E) Others(Specify
12) What is your favourite brand in Mobiles?
(Please choose your 3 favorite brands in order of preference from the brands in the table below. 1-most
favorite,
3-least favorite.)
1 2 3
A) Nokia
B) Samsung
C) Sony Ericson
D) LG
E) Motorola
G) Blackberry
H) Others
Specify the brand.
13) Do you prefer phones to be
Slim or medium or thick
Light or medium or heavy
Small or medium or large
14) What would you be willing to pay for a mobile phone
Less than 10,000
10,001 to 20,000
20,001 to 40,000
Any amount( Specify
15) Consider the TV advertisement you like – what brand is it promoting
A) Nokia B) Samsung
C) Sony Ericson D) LG
E) Motorola F) iPhone
G) Blackberry H) Others
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