Nokia Introduction

Nokia is the world leader in mobility. They make a wide range of mobile devices, services and software that enable people to go beyond communications to navigation, music, video and more. Nokia is not only the world leader in mobile phones. They are also the worlds largest camera manufacturer and a leader in digital music. Mobility has the power to help economies grow and societies develop. It is changing the world, in developed and developing countries alike. Their vision is to release this potential by extending mobile access and allowing people to do more on their mobile devices. Nokia is a truly global company, headquartered in Finland. They have sales in more than 150 countries. Nokia has worked in partnership with WWF since 2003 to raise environmental awareness among our employees and on other environmental activities. Nokia joined several other major mobile manufacturers in 2007 to sign a voluntary agreement based on the results of the European Commissions Integrated Product Policy pilot project on mobile phones. The project focused on finding how the mobile phone industry can reduce the environmental impact of its products throughout their lifecycle. The agreement includes three key commitments: Produce an index of environmental facts for each mobile product to enable consumers to compare products easily. Increase consumer communications about unplugging the chargers and safe disposal of phones. Include a default on-screen message on all new products to unplug chargers once the phone is fully charged.

While buying a product consumers are prone to various demographic

changes. These changes affect their buying behaviour.

AGE Youngsters- their buying decision is influenced mainly by the fashion or trend, latest model, prestigious brand etc., basically for them its the need of fashion , style. their buying decision is influenced by their peer group , friends and relatives. 30 TO 45 YEARS- their buying decision is always affected by the need. Their buying is someway affected by the going on trend but in the boundary of their purchasing power. Their buying decision is influenced by the price , quality etc. SENIOR CITIZENS- their buying decision is affected by the need of being connected with others. It is the need of their age. AREA/LOCATION METROPOLITAN CITIES-as life is very fast in metropolitan cities their buying decision is influenced by their high lifestyle, wealth, their status in the society and moreover the fashion or trend. In most cases they are least bother about the price for them fashion ,trend, quality comes first. RURAL SECTOR- their buying decision is influenced by the income. Nokia offers product range of varying prices from low to high helps the consumer in their buying decision according to their purchasing power. Their buying decision is influenced by the price , affordability, ease of use, services providing good value etc. URBAN SECTOR- their buying decision is influenced by the need of the hour, their purchasing power, available model. Their buying decision is influenced by the fashion, trend also as some of the population in urban sector is influenced by the fashion.

 MARKETING CONCEPT
Nokia is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate. People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokias promise is to connect people in new and better ways. Nokias strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services. Trusted consumer relationship

Maximize nokias lifetime value to consumer

Best mobile devices everywhere Take share and drive value across price bands and geographies Enhance and capture market growth in emerging markets Context enriched services Take share of the internet services market by delivering winning solutions. Take share of business mobility market.

CONSUMER BUYING BEHAVIOUR

Consumer decision making varies with the type of buying decision. complex and expensive purchase are likely to involve more buyer deliberation and more participants Various types of consumer buying behaviourComplex buying behaviour The buyer develops a believe about the product. He develops attitude about the product. Lastly, he makes a thoughtful choice. Dissonancy Reducing buying behaviour. Sometimes the consumer is highly involve in purchase because it is risky, expensive, and infrequent. But sees little different in brand. Variety seeking buying behaviour Some buying situations have low involvement but significant brand differences- consumer do a lot of brand switching.

CONSUMER BUYING BEHAVIOUR

The buyer enquires about the available companies offering the mobile products. After scrutinizing, he/she comes out with the selective company .

COMPLEX BUYING BEHAVIOUR

DISSONANCY

It is in the nature of consumer that he/she involves themselves in the matters of expensive buying. Mobile products are the products which are infrequent and people think about the durability and reliability of products in the sense of risk involve in it.

HABITUAL BUYING BEHAVIOUR

As we know mobile products are the products which are of infrequent buying behaviour and are expensive so a normal consumer cannot afford to buy habitually. But a consumer of upper class income buy habitually to maintain their status in the society.

VARIETY SEEKING BUYING BEHAVIOUR

It is in the blood of consumer that before making purchase they ask for variety of the products. Before buying the mobile products, the consumer ask for the variety and features available and after going through all the variety and features make the final decision i.e purchase.

MARKET POSITION
Nokia is the world leader in mobility. Nokia have been a pioneer since the industrys infancy in the 1980s and are now leading the convergence of mobility and the Internet. They make a wide range of mobile devices, services and software that enable people to go beyond communications to navigation, music, video and more. Nokia is not only the world leader in mobile phones. They are also the worlds largest camera manufacturer and a leader in digital music. Mobility has the power to help economies grow and societies develop. It is changing the world, in developed and developing countries alike. Their vision is to release this potential by extending mobile access and allowing people to do more on their mobile devices. Nokia is a truly global company, headquartered in Finland. They have sales in more than 150 countries. They are focused on continuing to lead the mobile devices market, and growing consumer Internet and business services. They have made several strategic acquisitions to help them achieve this, including Loudeye, a leader in digital music platforms, the media sharing company Twango and the mobile advertising company Enpocket. Nokias biggest competitors areEricsson Motorola, Inc. Samsung Electronics

MARKETS

39% Europe
EUROPEEUROPEEUROP

22% Asia- Pacific 14%Middle east & Africa 12% China 8% Latin America 5% North America

TARGET CUSTOMER AND TARGET MARKETNokia is one of the most valued consumer brands in the world. They take a human approach to designing mobile devices, with the goal of creating stylish products that work just the way people like them to. Their emphasis is on the experiences people want rather than the objects they use. Nokia company target all age groups people (youngsters, housewives, working men and women, old people). They are operating globally . Nokia produces mobile phones for every major market segment and protocol, including GSM, CDMA, and W-CDMA. Nokia company plans to focus on rural cities also and creating products keeping in mind their needs ,income groups etc.(products offered like nokia1100,1110 and so on.)

NEED CHART

NOKIA COMPANY-Esteem needs PRICE RANGE Rs. 7000 to 12000- Physiological needs Rs. 13000 to 20000- Social needs Rs.21000 to 40000-Esteem needs

NOKIA COMPANY ESTEEM NEEDS Nokia is currently the world's largest manufacturer of mobile telephones, with a global device market share Nokia commits high quality products and excellent backup batteries to their customers. It adds status to the customers lifestyle as its featured products are very expensive. It offers some products which add status and style to customer lifestyle. PRICE RANGE Rs.7000 TO 12000 PHYSIOLOGICAL NEEDS When the people is in the need of the phone because of his/her nature of work and his /her requirements of life and with the feeling of remain connected with his/her family, close relatives and colleagues. Due to his low income he will prefer low range products which are affordable, reliable and he/she was not able to think about luxury, extra features in the mobile products. Examples of products Nokia5300 , NokiaN72 etc . Rs.13000 TO 20000 SOCIAL NEEDS When the basic needs of people are already fulfilled then he/she thinks about the connectivity, relationship, contacting people etc. in this range he/she thinks over and above the necessity of life. Examples of products-Nokia 7610supernova, Nokia E Series E61i etc. Rs.21000 TO 40000 ESTEEM NEEDS When all needs are already fulfilled and he/she has remained with extra purchasing power which implies him/her to think about the status in the society, luxury (extra features in the mobile products like high megapixels camera, high sound system etc) and reputation. Examples of products - Nokia N81 .

CONSUMER BUYING PROCESS

PROBLEM RECOGNITIONThe buying process starts when a buyer recognize a problem or a need. INFORMATION RESEARCH Through personal source (family, friends etc) Commercial source (advertising, dealers, salesperson) Public source (mass media, consumer rating organizations) Experimental source (handling, examining, using i.e testing the product) EVALUATION OF ALTERNATIVESThis is done by comparing the characteristics of the alternatives available to satisfy the need. PURCHASE DECISIONThe consumer forms preferences among the brand in the choice set. The consumer may also form an intention to buy a particular brand but there are two things that influence them 1). Attitude of others 2). Unanticipated situation factors POST PURCHASE BEHAVIOURIf a product performance falls short off expectations the consumer is dissatisfied. If the performance is as expected , the consumer is satisfied and if the performance is more than expectation the consumer is delighted.

Need for a mobile to be truly connected, independent of time and place, in a way that is very personal to us.

From friends, relatives, Neighbors, advertisement, newspapers Television, magazines ,internet, radios etc

Compare the product of one company with the other company and/or with the past used product. Search for the latest model available in the market and their price. Collect information regarding the features like battery backup, voice clearance, fm radio etc

After evaluating all the alternatives available the consumer decides to buy the nokia mobile with all the features the particular customer want and the price that suits to his income.

After making the final purchase the consumer compares the satisfaction he/she derived from the nokia phone with the earlier one and share their experience with the others.

PRICE STRATEGY
Keeping in mind the need and preferences of the consumers the nokia company provide various products of different price range which complements the income, lifestyle, status, required features of the concerned consumer. Some products that complements the need of different classes
Lower income groupPhone :Nokia 2330 classic Manufacturer: Nokia Price (Indian Rupees): Expected Price:Rs.3100 Description: Affordable handset which supports ovi mail and life tools. It got Radio and a web browser. Has an inbuilt VGA camera offer support for applications.

Middle income groupPhone: Nokia 5300 Manufacturer: Nokia Type: Slide Price:Rs.5500 Features: Bluetooth, Colour Screen, GPRS, MMS enabled, MP3 Player, Polyphonic ringtones, Radio, Snap on cover, Streaming video, USB, Vibration. Camera: 1 - 1.9 Megapixels Bundled Items: Data Cable, Headset, Memory, Charger.

Phone: Nokia N72 Manufacturer: Nokia Price: Rs.7500 Features: In pearl pink or gloss black, the new nokia N72 has high-perfomance multimedia at its core, wrapped in a beautiful design. It offers the benefits of versatile photography, entertainment and personal productivity to people who value style as much as high performance. A powerful yet stylish multimedia device, the Nokia N72 is equipped with a 2megapixel camera and integrated digital music player, with dedicated capture and music player keys, an integrated browser, FM radio and support for Visual Radio.

Upper income groupNokia: 7610 Supernova Manufacturer: Nokia Price: Rs. 11000 Description: The Nokia 7610 Supernova is a slide quad-band phone with a 3.2 Mega Pixel Camera, VGA Video recording , TV out and more.

Model: Nokia E Series E61i Type: Smartphone Manufacturer: Nokia Price: Rs. 14,300.00 Description: Colour Screen, 3G, Vibration, Streaming video, Polyphonic ringtones, MMS enabled, Bluetooth, Java enabled, IRDA, Infrared, MP3 Player, GPRS. Bundled Items: Data Cable, Headset, Charger, Software, Memory, Battery

Phone: Nokia N81 Manufacturer: Nokia Price (Indian Rupees) Price: Rs.25000 Description: A music phone pack with multimedia features.

CONCLUSION
Nokia is a consumer led company. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate. People want to be truly connected, independent of time and place, in a way that is very personal to them. And, Nokias promise is to connect people in new and better ways. Nokias strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services. Nokia provides all the range of products thus making it convenient for consumers to purchase according to their income, lifestyle, preferences etc.

MARKETING PROJECT REPORT ON NOKIA COMPANY

PRESENTED BY ARUSHI TAYAL MBA 1ST YEAR

CONTENT
INTRODUCTION MARKETING CONCEPT TARGET MARKET AND TARGET CUSTOMER NEED CHART CONSUMER BUYING PROCESS PRICE STRATEGY COMPANY CONCLUSION