1. ACKNOWLEDGEMENT
Survey is an excellent tool for learning an exploration no classroom
r o u t i n e c a n substitute which is possible while working in real situations
application of the article knowledge to practical situations is the bonanzas of this
survey.Without a proper combination of inspection and perspiration, it‘s not easy
to achieveanything. There is always a sense of gratitude, which we express to
other for the helpand the needy sevice they render during the development of this
project.F i r s t o f a l l w e w i s h t o e x p r e s s m y p r o f o u n d g r a t i t u d e &
s i n c e r e t h a n k s t o m y esteemed learned Director who allowed me to conduct the
survey.We would like to thank my lect. Mrs. Smriti Dua who has always there to
help andguide me when we needed help. His perceptive criticism kept me working to make
the p r o j e c t m o r e f u l l p r o o f . W e t h a n k f u l t o h e r f o r h e r
e n c o u r a g i n g & e n r i c h i n g experience for me. We very thankful to him for
all the addition & enhancement done to us.
No words can adequately express our overriding debt of gratitude to my parentswhose support
help me in all the way above all I shall thank all my friends….
CHAPTER-1-INTRODUCTION
OVERVIEW OF INDUSTRY AS A WHOLE
In today's world, most people communicate through the use cellular phones. It's
hardt o b e l i e v e t h a t f i f t e e n y e a r s a g o c e l l p h o n e s w e r e a r a r i t y .
B e l o w i s a h i s t o r y chronicling the dawn of the cell phone to its current state.
1843
-
Faraday exposed hisgreat advances of nineteenth -century science and technology
and his discoveries have h a d a n i n c a l c u l a b l e e f f e c t o n t e c h n i c a l
d e v e l o p m e n t t o w a r d c e l l u l a r p h o n e development.
1865
-
Dr. Mahlon Loomis of Virginia, a dentist, may have been the first person
toc o m m u n i c a t e t h r o u g h w i r e l e s s v i a t h e a t m o s p h e r e . B e t w e e n
1866 and 1873 hetransmitted telegraphic messages at a
d i s t a n c e o f 1 8 m i l e s b e t w e e n t h e t o p s o f Coshocton and Beorse Deer
Mountains, Virginia.
1973
-

2. Dr Martin Cooper is considered the inventor of the first portable handset.
Dr.Cooper, former general manager for the systems division at Motorola, and the
first person to make a call on a portable cellular phone.
1973 -
Dr. Cooper set up a base station in New York with the first working prototypeof a
cellular telephone, the Motorola Dynastic. Mr. Cooper and Motorola took
the phone technology to New York to show the public.
1977 -
Cell phones go public. Public cell phone testing began. The city of Chicagowas
here the first trials began with 2000 customers and eventually other cell
phonet r i a l s a p p e a r e d i n t h e W a s h i n g t o n D . C . a n d B a l t i m o r e a r e a . J a p a n
b e g a n t e s t i n g cellular phone service in 1979.
1988
-
This year changed many of the technologies that had become t ypical in
the past. The Cellular Technology Industry Association (CTIA) was
developed to layd o w n p r a c t i c a l g o a l s f o r c e l l u l a r p h o n e
p r o v i d e r s . A c c o r d i n g t o t h e C e l l u l a r Telecommunications
Industry Association, today there are more than 60 million 4
customers with cellular phones, even though wireless service was just invented nearly5 0 y e a r s
ago. The cellular business was a $3 million market 25 years ago and
h a s grown increasingly to close to a $30 billion per year industry
About the Industry
The cell phone industry has evolved greatly in the past 10 years. 10 years ago only therich
could afford cell phones, and they looked like boxes more than some thing
thatcould fit in your pocket. ―Today, more people have cell phones than fixed
telephonelines, both in the United States and internationally. There are more than
one billioncell phone users worldwide." Cell phones have now become a part of
every day life.W i t h o u t c e l l p h o n e s w e w o u l d b e l o s t i n o u r h i g h t e c h
w o r l d . A m e r i c a n s s p e n d 7 hours a month on cell phones. The effects of new technology
have had positive effectsi n s c h o o l , t o o . C e l l p h o n e u s e i s g e t t i n g m o r e a n d
p o p u l a r . " S o m e 8 5 m i l l i o n U . S . residents—30 percent of the population —
have joined the mobile-phone revolution.‖There are already 1 billion cell phone
users world wide. Between 2010 and 2020 it will be hard to find a person with out a cell
phone.They are now bought for the fact that they are used in emergency situations.
―Nearly156,000 wireless emergency service calls were made every day —about
108 calls per minute.‖ Parents are now buying them for their children so they
know where they areall the time

3. .
Every company has their different Marketing Strategies. Now I am going to discuss
the Marketing strategies of Nokia
India‘s Tele-density in January 2008 neared 12% with the subscriber base nearing the1 3 0 m n
mark. During January 2008, record 5mn subscribers were added as
against4.92mn subscribers in December 2007. This strong growth
c o u l d b e a t t r i b u t e d t o lifetime validity cards launched by almost all operators. During the
first 10 months of FY06, 31.41mn subscribers have been added. In the fixed
segment, a total of 0.28mnsubscribers were added during January 2008, taking the
subscriber base of fixed line services to 49.21mn. In the mobile segment, total additions
during the month summedup to 4.69mn with highest ever GSM additions of 3.52 mn
and CDMA additions of 1.17mn. During the first 10 months of FY08, 28.39mn subscribers
have been addedTelecom Industry in India
1.2
.
PROFILE OF THE ORGANIZATIONCompany Profile
Nokia's history starts in 1865, Due to the European industrialization and the
growingconsumption of paper and cardboard Nokia soon became successful.
Nokia‘s CableW o r k ' s E l e c t r o n i c s d e p a r t m e n t s t a r t e d t o c o n d u c t
research into semiconductor t e c h n o l o g y i n t h e 1 9 6 0 ´ s .
This was the beginning of Nokia‘s journey
i n t o telecommunications. N o k i a t o d a y i s a w o r l d l e a d e r i n m o b i l e
c o m m u n i c a t i o n s , d r i v i n g t h e g r o w t h a n d 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 likem o b i l e p h o n e s , d e v i c e s
and solutions for imaging, games, media and businesses. N o k i a
provides equipment, solutions and services for network
operators andc o r p o r a t i o n s . T h e c o m p a n y i n c l u d e s f o u r
b u s i n e s s g r o u p s ; M o b i l e P h o n e s ; Multimedia; Networks and Enterprise
Solutions. In this project I will be focusing onlyon the mobile Phone business of Nokia in
India. N o k i a C o r p o r a t i o n e n g a g e s i n t h e m a n u f a c t u r e o f m o b i l e
d e v i c e s a n d m o b i l e networks. It also provides equipment, solutions, and
services for network operators,s ervice providers, and corporations. The company
operates in four segments: Mobile P h o n e s , M u l t i m e d i a , E n t e r p r i s e
S o l u t i o n s , a n d N e t w o r k s . T h e M o b i l e P h o n e s segment offers mobile
phones and devices based on GSM/EDGE, 3G/WCDMA, andCDMA cellular
technologies. The Multimedia segment enables to create, access, and s h a r e
multimedia in the form of advanced mobile multimedia
c o m p u t e r s a n d applications with connectivity over multiple technology
standards. The EnterpriseSolutions segment offers various products and solut ions,
including enterprise-gradem o b i l e d e v i c e s , u n d e r l y i n g s e c u r i t y
i n f r a s t r u c t u r e , s o f t w a r e , a n d s e r v i c e s f o r businesses and
institutions. The Networks segment provides network
infrastructure,communications, and networks service platforms, as well as

4. professional services tooperators and service providers. It focuses on the GSM
family of radio technologies; n e t w o r k s w i t h I n t e r n e t P r o t o c o l a n d m u l t i
access capabilities; and professionalservices. The company also
d e v e l o p s m o b i l e W i M A X s o l u t i o n s . N o k i a s e l l s i t s 10
products to operators, distributors, independent retailers, and corporate
customers. Ithas its operations in Europe, the Middle East, Africa, China, the
Asia-Pacific, NorthA m e r i c a , a n d L a t i n A m e r i c a . T h e c o m p a n y w a s
f o u n d e d i n 1 8 6 5 a n d i s b a s e d i n Espoo, Finland.
Vision: Life Goes Mobile

Ten years ago, Nokia had a vision that seemed revolutionary for the times:
VoiceGoes Mobile! As history shows, this vision became reality in an incredibly
shortamount of time. With more than 1.6 billion mobile phone subscriptions
globally – and more mobile phones than fixed -line phones in use – shows that
mobility hastransformed the way people live their lives
Business Mission: Connecting People

By connecting people, they help fulfill a fundamental human need for
s o c i a l connections and contact. Nokia builds bridges between people – both when
theyare far apart and face -to-face – and also bridges the gap between people and
theinformation they need.As a market leader, the best contribution we can make to
the global community is to c o n d u c t o u r b u s i n e s s i n a r e s p o n s i b l e w a y . T h i s
belief drives our commitment toc r e a t i n g e t h i c a l l y s o u n d p o l i c i e s
a n d p r i n c i p l e s t h a t g u i d e u s i n o u r w o r k . O u r Corporate
Responsibility (CR) agenda is framed around the Nokia Values and
i s carried out in all aspects of our work to ensure customer satisfaction and
respect, andalso to assist us in embracing renewal and striving for achievement.
By striving toinclude all members of No kia's community in this process, we are
demonstrating our overall commitment to the belief that responsibility is
everybody's business. In this s e c t i o n y o u w i l l f i n d i n f o r m a t i o n a b o u t o u r
s t r a t e g y a n d a p p r o a c h , n a v i g a t i n g t h e 11
links above will give yo u more concrete information on our Corporate
Responsibilityactivities.Our vision is a world where everyone is connected. With

5. mobile subscriptions aboutto reach four billion, we are closer to our vision than anyone
could have imagined justa few years ago. Our business benefits people, communities
and the environment in n e w a n d e x c i t i n g w a y s . A s o u r b u s i n e s s e x p a n d s ,
so do our responsibilities. Thiss e n s e o f c o r p o r a t e
responsibility (CR) is a fundamental part of who we
a r e . Considering the wider impact of our actions is embedded in the Nokia
Values, whichguide our behavior, and in the Nokia Code of Conduct, which gives
guidance to our everyday work. Global challenges such as climate change and
poverty concern us all. A s a b u s i n e s s t h a t a f f e c t s t h e l i v e s o f b i l l i o n s
around the world, Nokia is in a key position to offer solutions to these
c h a l l e n g e s . W e b r i n g t h e b e n e f i t s o f m o b i l e technology to more people in ways
that reflect our values and our responsibilities
Our impacts
Nokia is the world's number one manufacturer of mobile devices by market share anda leader in
the converging Internet and communications industries.We make a wide range of devices
for all major consumer segments and offer Internetservices that enable peop le to
experience music, maps, media, messaging and games. W e a l s o p r o v i d e
comprehensive digital map information through NAVTEQ
andequipment, solutions and services for communications networks
t h r o u g h N o k i a Siemens Networks. In 2008, Nokia's net sales were EU R 50.7
billion and operating p r o f i t w a s E U R 5 . 0 b i l l i o n . A t t h e e n d o f 2 0 0 8 , w e
e m p l o y e d m o r e t h a n 1 2 8 , 4 4 5 people; had production facilities for mobile devices and
network infrastructure aroundthe world; sales in more than 150 countries; and a global
network of sales, customer service and other operational units.
Corporate responsibility
Corporate responsibility is a fundamental element in Nokia‘s business,
b r a n d a n d culture. Nokia aims to set the standards for the industry through
initiatives that notonly m ake a positive impact, but also make good business
sense. The Nokia Code of 12
Conduct commits us to uphold high ethical principles in everything we do. We respectthe
principles set in Universal Declaration of Human Rights and by the
InternationalLabor Organization and the United Nations Global Compact.
Communications is arelatively "clean‘ industry. It is not a high energy user, does
not generate substantial pollution, and does not endanger people or communities.
But a responsible businessn e e d s t o a d d r e s s i t s i m p a c t s a n d a i m t o
m a k e a p o s i t i v e c o n t r i b u t i o n w h e r e v e r possible. Environmental
i s s u e s a r e o u r m a i n p r i o r i t y . C l i m a t e c h a n g e i s a s e r i o u s threat which
requires everyone to contribute to building a low carbon economy. We believe
that strong, early action is necessary and that we have an opportunity to make a
contribution to tackling climate change beyond the impact of our operations and
our p r o d u c t s . O u r environmental strategys e e s N o k i a a m o n g t h e

6. w o r l d ‘ s l e a d i n g companies for all aspects of environmental performance.
We have three priorities:energy ef ficiency, managing substances in our products,
and take-back and recycling. W e a r e a l s o f o c u s i n g o n d e v e l o p i n g m o b i l e
s e r v i c e s t o p r o m o t e m o r e s u s t a i n a b l e lifestyles. Reflecting this
prioritisiation, our environmental data can be found in itsown section here. W e
h a v e a l s o s e t h i g h e t h i c a l s t a n d a r d s f o r o u r supply chainand o u r o w n
f a c t o r i e s . W e s e e k t o p r o v i d e consumersw i t h a c c e s s i b l e h i g h q u a l i t y
products that meet their needs and to trade with our customers responsibly. Above all,we aim
to make a positive contribution to societyat the local and global level. Please r e f e r
t o o u r key Issuesfor information on how we identify our most
important impact.
Our values
The Nokia Way and Values:
A flat, networked organization and speed andflexibility in
decision-making characterize the Nokia Way of working.
E q u a l opportunities and openness towards people and new ideas are also key
elements wewant to nourish. Nokia is straightforward when dealing with
customers and suppliers,and we always looks for innovative ways of creating and
introducing products and solutions to the market. We provide individuals with a platform for
personal growth ina c h a l l e n g i n g e n v i r o n m e n t w i t h a c l e a r v i s i o n ,
g o a l s a n d s h a r e d m a n a g e m e n t principles - the Nokia Way. The Nokia
Way brings together talented individuals whoshare these principles, and therefore
share success. The values of our company makeus different. They provide a sense
of direction for consistent behaviour as employees 13
and citizens of the world, and in our quest to become more of an internet
company.Through extensive employee engagement, we have renewed our values
to reflect our business and changing environment. They act as a foundation for our evolving
cultureand are the basis of our operational mode. Living up to our values every day
is our shared philosophy.
Engaging you:
For us, ‗engaging you‘ incorporates the ‗customer sati sfaction‘ valuea n d d e a l s
with engaging all our stakeholders, including emplo yees, in what
N o k i a stands for in the world.
Achieving together

7. : ‗Achieving together‘ is more than collaboration and partnership.As well as trust,
it involves sharing, having the r ight mind-set and working in formal and informal
networks.
Passion for innovation
: ‗Passion for innovation‘ is based on a desire we have to liveour dreams, to find
courage and make the leap into the future through innovation in technology, ways of
working and through understanding the world around us.
Very human
: Being ‗very human‘ encompasses what we offer customers, how we do business and the impact
of our actions and behavior on people and the environment. Itis about being very human in the
world - making things simple, respecting and caring.I n s h o r t , o u r d e s i r e i s t o b e a
v e r y h u m a n c o m p a n y . F o r m o r e i n f o r m a t i o n o n t h e Nokia Way and Nokia
Values, go to Nokia as an employer within careers.A s a p p r o x i m a t e l y o n e i n t h r e e
p h o n e s i n u s e i s a N o k i a p h o n e , i t ‘ s s a f e t o s a y o u r products influence the
lives of hundreds of millions of people.14
Maximizing the benefits of mobile communication and minimizing
potentiallynegative effects requires commitment from governments,
civil society, and the b u s i n e s s s e c t o r . H o w e v e r , w e
r e c o g n i z e t h a t a s a m a r k e t l e a d e r w i t h g l o b a l operations,
our potential impact, and therefore our responsibility, is great. From
a social growth and economic development perspective, we acknowledge our
impacta n d r e s p o n s i b i l i t i e s t h r o u g h o u t o u r v a l u e c h a i n : i n o u r s o u r c i n g ,
p r o d u c t d e s i g n , manufacturing, employee well -being, business partnerships,
recycling, communityi n v o l v e m e n t , a n d c o m m u n i c a t i o n s . T h r o u g h o u r
p r o d u c t l i f e c y c l e w e r e s p o n d t o various environmental needs. Through employee
relations, supply-chain management,a n d c o n s u m e r o f f e r i n g s w e a i m t o h a v e a
p o s i t i v e s o c i a l i n f l u e n c e . O u r o v e r a l l response to our stakeholders is to produce
high-quality, safe products while upholdingt h e l a w , p r o t e c t i n g t h e e n v i r o n m e n t ,
a n d f o l l o w i n g s o u n d b e s t p r a c t i c e s . I t i s a n expectation we strive to meet.
Nokia India
Nokia has played a pioneering role in the growth of cellular
t e c h n o l o g y i n I n d i a , starting with the first-ever cellular call a decade ago,
made on a Nokia mobile phone o v e r a N o k i a - d e p l o y e d n e t w o r k . N o k i a
s t a r t e d i t s I n d i a o p e r a t i o n s i n 1 9 9 5 , a n d presently operates out of offices in

8. New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, C h e n n a i , B a n g a l o r e ,
Hyderabad, Pune and Ahmedabad. The Indian
o p e r a t i o n s comprise of the handsets business; R&D facilities in
B a n g a l o r e , H y d e r a b a d a n d Mumbai; a manufacturing plant in Chennai and a Design
Studio in Bangalore.O v e r t h e y e a r s , t h e c o m p a n y h a s g r o w n m a n i f o l d
w i t h i t s m a n p o w e r s t r e n g t h increasing from 450 people in the year 2004
to over 15000 employees in March 2008(including Nokia Siemens Networks).
Today, India holds the distinction of being the second largest market for the company
globally.
R & D centers
Nokia has three Research & Development centers in India, based in
H y d e r a b a d , Bangalore and Mumbai. These R&D hubs are staffed by engineers
who are workingo n n e x t - g e n e r a t i o n p a c k e t - s w i t c h e d m o b i l e
t e c h n o l o g i e s a n d c o m m u n i c a t i o n s solutions to enhance corporate
productivity. The Center in Bangalore, the biggest R & D s i t e i n t h e
country comprises S60 Software Organization,
C o m m o n Technologies, Next Generation now called Maemo Software,
P r o d u c t i z a t i o n a n d Software & Services.
NOKIA‘S MARKET SHARE:
Today, Nokia is the leader in mobile phone technology, although they
h a v e o t h e r subsidiaries, namely ‗Nokia Networks‘ and ‗Nokia Ventures
Organization‘, which, together with Nokia Mobile Phones, form ‗Nokia Group‘. Nokia also
launched ‗VertuL t d . ‘ i n 2 0 0 9 , t h e w o r l d ‘ s f i r s t l u x u r y m o b i l e p h o n e
c o m p a n y , s e l l i n g g o l d a n d platinum phones at exorbitant prices.L a s t y e a r , N o k i a
has once again retained its top position in the market. It enjo ys
a market share of 32.6%, followed by Samsung (because of their CDMA phones)
with29.6% and LG with 22. 8% (due to their tie-ups with Reliance). Motorola has
5.5%market share, with Panasonic at 3.8%, Sony Ericsson with 2.6% and Siemens
with1 . 4 % ; t h e y a r e t h e f o u r t h , f i f t h , s i x t h a n d s e v e n t h l a r g e s t p l a y e r s
in the domestichandset market. In the GSM handset se gment, Nokia
h a s 5 8 % m a r k e t s h a r e , w i t h Samsung at 14.7%, Motorola at 14.1%, and Sony Ericsson
at 7.1%. Thus, Nokia has alarger presence in the GSM market than the CDMA market
.
16
Pehrs o i ghmr es aenhG M o ie h nmr eNokia58.4%Smu g
ic ath wn t e akthri t e S m blp o e akt a s n 14.7%SonyEricsson7.1%Motorola14.1%
17

9. 1.3.PROBLEMS OF THE ORGANIZATION
The prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson,Motorola,
and Samsung. Nokia has the single largest market share in India of 60%. I h a v e
focused my research on Nokia and also on one of its major competitor;
SonyEricsson since these are ver y prominent players in the Indian
market. Nokia hassaturated the urban mar ket including the B and C
c l a s s c i t i e s a n d i s n o w t a r g e t i n g potentially untapped markets. Sony Ericsson on the
other hand has chosen to focus itsenergies on the B and C class cities since which it had not
ventured into so far.The following are the major problems faced by Nokia in the Indian cellular
market:-
•

10. Identify cause of problems faced Nokia to enable the management to
train thee m p l o y e e s i n h a n d l i n g t h e p r o b l e m s a s w e l l a s
s o l v i n g t h e p r o b l e m i n a satisfactory manner.
•
Segregate identified problems of Nokia into problems requiring staff developmentaction such
as training and into problems requiring other management actions, so that these
problems are accurately addressed.
•
Prioritize training actions in accordance to where the training need is more urgent.
Marketing Strategy For Nokia

11. Marketing Strategy for NokiaFor this project I have been instructed to come up with a
marketing strategy for an existing company/product I have chosen to do Nokia
communications, particularly themobile phone sector of Nokia's business. To do this properly I
will need to:* Appropriately identify, collect and use primary and secondary data
that is relevantto the marketing strategy of Nokia.* Produce a clear analysis of the
external influences aff ecting the development of a marketing strategy.* Complete a
realistic rationale for the development of a coherent marketing mix for Nokia
communications.* S h o w a f u l l u n d e r s t a n d i n g o f a m a r k e t i n g
s t r a t e g y f o r N o k i a w i t h a c l e a r understanding of marketing principles.*
Produce a full, well-balanced marketing strategy that reflects
a p p r o p r i a t e u s e o f marketing models and tools.Introducing the product N o k i a i s a
communications based compan y, which focuses on mobile
telephonetechnology. When mobile phones first became available on
t h e m a r k e t t h e m o d e l s were very basic with the best technology being SMS messaging
(sending written "textmessages" from one phone to another).T h e n t h e n e x t a d v a n c e i n
t e c h n o l o g y w a s b e i n g a b l e t o p u t d i f f e r e n t f a c e s o n y o u r phone
(different style covers for the front and back of your mobile device) and after that
the technological advances have come thick and fast, with advances such as:* MMS22
* WAP (internet)* Polyphonic ringtones* Predictive SMS (where the phone will finish
off a word for you if it can guess what you are typing)* Camera phones and* Video
recordersCompetition in the market-------------------------W i t h a l l t h i s t e c h n o l o g y
a v a i l a b l e i n t h e c o m m u n i c a t i o n s m a r k e t i t i s o b v i o u s t h a t Nokia will have
lots of competition, they include:* Sony Ericsson* Samsung* Motorola* Siemens* Panasonic*
NEG* Sagem and* TopluxWith all of these competitors in the market Nokia must keep ahead of
the game