PROJECT ON

NOKIA & SONY ERRICSSON

By-

VORA VASHIM

ROLL NO-15
 CONTENTS

1-History o the product

2-Sales & Stats

3-Sratergy used by the brand to promote the product

4-USP-Unique Selling Point

5-Target audiencBe

6-Which according to me is a better product

7-My suggetion to the company

8-Consumer Poll

9-Bibiology
 Nokia-INTRODUCTION
Nokia Corporation

Type Public – Oyj

(OMX: NOK1V, NYSE: NOK, FWB: NOA3)
Founded Nokia, Finland (1865)
Founder Fredrik Idestam
Headquarters Espoo, Finland
Kari Kairamo, CEO in the 1980s
Key people Olli-Pekka Kallasvuo, President & CEO
Jorma Ollila, Chairman
Industry Telecommunications
Mobile phones
Products Smartphones

Services and Software

Services
Online services
Revenue ▲ €51.058 bn (2007)[1]
Operating income ▲ €7.985 bn (2007)
Net income ▲ €7.205 bn (2007)
Total assets ▲ €37.599 bn (2007)
Total equity ▲ €17.338 bn (2007)
Employees 117,212 as of June 30, 2008[2]
Nokia Siemens Networks
Subsidiaries Vertu
Navteq
Website www.nokia.com

History
The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi,
Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000
Nokia employees.[16]

Telecommunications era

The seeds of the current incarnation of Nokia were planted with the founding of the
electronics section of the cable division in the 1960s. In the 1967 fusion, that section was
separated into its own division, and began manufacturing telecommunications equipment.

First mobile phones

Nokia had been producing commercial and military mobile radio communications
technology since the 1960s. Since 1964 Nokia had developed VHF-radio simultaneously
with Salora Oy, which later in 1971 also developed the ARP-phone. In 1979 the merger
of these two companies resulted in the establishment of Mobira Oy. Mobira began
developing mobile phones for the Nordic Mobile Telephony (NMT) network standard
that went online in the 1980s and in 1982 it introduced its first car phone, the Mobira
Senator for NMT 450 networks.
The Mobira Cityman 200, Nokia's NMT-900 mobile phone from the early 1990s.[17]

Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the
company's telecommunication branch name to Nokia-Mobira Oy. The Mobira Talkman,
launched in 1984, was one of the world's first transportable phones. In 1987, Nokia
introduced one of the world's first handheld phones, the Mobira Cityman 900. While the
Mobira Senator of 1982 had weighed 9.8 kg (22 lb) and the Talkman just under 5 kg
(11 lb), the Mobira Cityman weighed only 800 g (28 oz) with the battery and had a price
tag of 24,000 Finnish marks (approximately €4,560).[18] Despite the high price, the first
phones were almost snatched from the sales assistants’ hands. Initially, the mobile phone
was a "yuppie" product and a status symbol.

In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit,
along with two other employees from the unit, started a notable mobile phone company
of their own, Benefon Oy. One year later, Nokia Mobira Oy became Nokia Mobile
Phones and in 1991 the first GSM phone was launched.

Involvement in GSM

Nordic Mobile Telephony was the world's first mobile telephony standard that enabled
international roaming, and provided valuable experience for Nokia for its close
participation in developing Global System for Mobile Communications (GSM). It is a
digital standard which came to dominate the world of mobile telephony in the 1990s, in
mid-2006 accounting for about two billion mobile telephone subscribers in the world, or
about 80% percent of the total, in more than 200 countries. The world's first commercial
GSM call was made in 1991 in Helsinki over a Nokia-supplied network, by then Prime
Minister of Finland Harri Holkeri, using a Nokia phone.
Progression of size in Nokia mobile phones.

In April 2003, the troubles of the networks equipment division caused the corporation to
resort to similar streamlining practices on that side, including layoffs and organizational
restructuring.[24] This diminished Nokia's public image in Finland,[25][26] and produced a
number of court cases and an episode of a documentary television show critical of Nokia.
[27]

On September 22, 2003, Nokia acquired Sega.com, a branch of SEGA which has been
the mayor basis to build up the Nokia N-Gage.[28]

Despite these occasional crises, Nokia has been phenomenally successful in its chosen
field. Its growth has come mostly during the era of Jorma Ollila as CEO and his team of
about six close colleagues. In June 2006, Ollila left to become the chairman of Royal
Dutch Shell. Nokia's new CEO is Olli-Pekka Kallasvuo.

The Nokia 6300, a member of the Nokia 6000 series, Nokia's largest family of phones.

.
 - INTRODUCTION

Sony Ericsson Mobile Communications AB

Type Joint venture

Founded October 3, 2001
Head Office:
London, United Kingdom
Headquarters
Incorporated:
Sweden
Hideki Komiyama (President) Anders
Key people
Runevad (EVP)
Industry Telecommunications
Mobile phones
Mobile music devices
Wireless systems
Products
Wireless voice devices
Hi-Tech accessories
Wireless data devices
Revenue €10,959 million (2006)
Net income €997 million (2006)
Employees ~8,000
Sony Corporation (50%)
Parent
Ericsson AB (50%)
Website www.sonyericsson.com
History
Sony Ericsson is a joint venture established in 2001 by the Japanese consumer
electronics company Sony Corporation and the Swedish telecommunications company
Ericsson to make mobile phones. The stated reason for this venture is to combine Sony's
consumer electronics expertise with Ericsson's technological leadership in the
communications sector. Both companies have stopped making their own mobile phones.

The company's global management is based in Hammersmith, London, and it has

research & development teams in Sweden, Japan, China, Germany, the United States,
India, Pakistan and the United Kingdom.

While Sony Ericsson has been enjoying strong growth recently, its South Korean rival
LG Electronics overtook it in Q1 2008 due to the company's profits falling significantly
by 43% to €133 million, sales falling by 8% and market share dropping from 9.4% to
7.9%, despite favourable conditions that the handset market is expected to grow by 10%
in 2008. The situation is getting worse as Sony Ericsson announced another profit
warning in June 2008[1] and saw net profit crash by 97% in Q2 2008, announcing that it

would cut 2,000 jobs, leading to wide fear that Sony Ericsson is on the verge of decline
along with its struggling rival, Motorola.[2]

Sony Ericsson has, as of July 18, 2008, approximately 9,400 employees and 2,500
contractors worldwide. The company's current President is as of November 1 Hideki
Komiyama (小宮山英樹), who has replaced Miles Flint, and the Corporate Executive
Vice President is Anders Runevad.

Ericsson, which had been in the cellular phone market for decades, decided to divest this
business in 2001 following huge losses. Ericsson had decided to source on chips for its
phones from a single source, a Philips facility in New Mexico. In March 2000 a fire at the
Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (the
other major customer of the facility) that production would be delayed by less than a
week. When it became clear that production would actually be compromised for months,
Ericsson was faced with a serious shortage. Nokia had already begun to obtain parts from
alternative sources, but Ericsson's position was much worse as both production of current
models and the launch of new ones was held up.[3]
In the United States, Ericsson partnered with General Electric in the early nineties,
primarily to establish a US presence and brand recognition.

Sony Ericsson is the global title sponsor of the Women's Tennis Association (WTA), and
works with the Association to promote the Tour in over 80 cities.

Sony Ericsson acquired UIQ Technology, a Swedish software company from Symbian
Ltd. in February 2007. UIQ will remain an independent company, Miles Flint announced.
[citation needed]

On October 15, 2007, Sony Ericsson announced on Symbian Smartphone Show that they
will be selling half of its UIQ share to Motorola thus making UIQ technology owned by
two large mobile phone companies.
SALES & STATS

NOKIA
NOKIA SALES RETURN TO GROWTH WITH STRONG PROFITABILITY
October 17, 2007

Third-quarter 2002 (IAS) compared with third-quarter 2001:

- Net sales increased 2% to EUR 7 224 million (EUR 7 050 million in 3Q 2001).
- Pro forma operating profit increased by 14% to EUR 1 219 million (EUR 1 071
million); pro forma operating margin increased to 16.9% (15.2%).
- Reported operating profit increased to EUR 859 million (EUR 284 million); reported
operating margin increased to 11.9% (4.0%).
- Pro forma adjustments: a one-time charge of EUR 306 million related to outstanding
long-term financing to MobilCom and EUR 54 million in goodwill amortization.
- Pro forma earnings per share (diluted) increased to EUR 0.18 (EUR 0.16).
- Reported net profit increased to EUR 610 million (EUR 186 million) and reported
earnings per share (diluted) increased to EUR 0.13 (EUR 0.04).
- Operating cash flow in the third quarter was EUR 2.2 billion (EUR 1.4 billion).
 NOKIA THIRD QUARTER 2006 / JANUARY TO SEPTEMBER 2007 FINANCIAL RESULTS

3Q 2002 PRO FORMA - IAS REPORTED - IAS

(excludes goodwill amortiza-
tion and non-recurring items)
EUR (million) 3Q/2002 3Q/2001 Change 3Q/2002 3Q/2001 Change
(%) (%)
Net sales 7 224 7 050 2 7 224 7 050 2
Nokia Mobile Phones 5 633 5 269 7 5 633 5 269 7
Nokia Networks 1 545 1 659 -7 1 545 1 659 -7
Nokia Ventures Organization 89 140 -36 89 140 -36
Operating profit 1 219 1 071 14 859 284 202
Nokia Mobile Phones 1 249 1 002 25 1 226 979 25
Nokia Networks 80 155 -48 -250 -585 57
Nokia Ventures Organization -25 -72 65 -31 -96 68
Common Group Expenses -85 -14 -86 -14
Operating margin (%) 16.9 15.2 11.9 4.0
Nokia Mobile Phones (%) 22.2 19.0 21.8 18.6
Nokia Networks (%) 5.2 9.3 -16.2 -35.3
Nokia Ventures Organization (%) -28.1 -51.4 -34.8 -68.9
Financial income and expenses 30 6 30 6
Profit before tax and 1 245 1 068 17 885 281 215
minority interests
Net profit 881 760 16 610 186 228
EPS, EUR
Basic 0.19 0.16 19 0.13 0.04 225
Diluted 0.18 0.16 13 0.13 0.04 225
*All figures can be found in the tables on pages 7 to 14

January - September, 2002 PRO FORMA - IAS REPORTED - IAS

(excludes goodwill amortiza-
tion and non-recurring items)
EUR (million) Jan-Sep Jan-Sep Change Jan-Sep Jan-Sep Change
2006 2007 (%) 2006 2007 (%)
Net sales 21 173 22 403 -5 21 173 22 403 -5
Nokia Mobile Phones 16 469 16 448 0 16 469 16 448 0
Nokia Networks 4 455 5 577 -20 4 455 5 577 -20
Nokia Ventures Organization 352 443 -21 352 443 -21
Operating profit 3 765 3 648 3 3 314 2 509 32
Nokia Mobile Phones 3 628 3 169 14 3 559 3 064 16
Nokia Networks 397 819 -52 33 0
Nokia Ventures Organization -118 -267 56 -135 -482 72
Common Group Expenses -142 -73 -143 -73
Operating margin (%) 17.8 16.3 15.7 11.2
Nokia Mobile Phones (%) 22.0 19.3 21.6 18.6
Nokia Networks (%) 8.9 14.7 0.7 0
Nokia Ventures Organization (%) -33.5 -60.3 -38.4 -108.8
Financial income and expenses 104 80 30 104 80 30
Profit before tax and 3 850 3 719 4 3 399 2 580 32
minority interests
Net profit 2 701 2 636 2 2 335 1 750 33
EPS, EUR
Basic 0.57 0.56 2 0.49 0.37 32
Diluted 0.56 0.55 2 0.49 0.37 32

NOKIA IN JANUARY - September 2007 (REPORTED)

(IAS comparisons given to January - September 2006 results, unless otherwise
indicated)

Nokia's net sales decreased by 5% to EUR 21 173 million (EUR 22 403 million). Sales of
Nokia Mobile Phones were flat at EUR 16 469 million (EUR 16 448 million). Sales of
Nokia Networks decreased by 20% to EUR 4 455 million (EUR 5 577 million). Sales of
Nokia Ventures Organization decreased by 21% and totaled EUR 352 million (EUR 443
million).

Operating profit increased by 32% to EUR 3 314 million (EUR 2 509 million),
representing an operating margin of 15.7% (11.2%). Operating profit in Nokia Mobile
Phones increased by 16% to EUR 3 559 million (EUR 3 064 million), representing an
operating margin of 21.6% (18.6%). Operating profit in Nokia Networks increased to
EUR 33 million (EUR 0 million), representing an operating margin of 0.7% (0%). Nokia
Ventures Organization reported an operating loss of EUR 135 million (operating loss of
EUR 482 million). Common Group Expenses, which comprises Nokia Head Office and
Nokia Research Center, totaled EUR 143 million (EUR 73 million).

Financial income totaled EUR 104 million (EUR 80 million). Profit before tax and
minority interests was EUR 3 399 million (EUR 2 580 million). Net profit totaled EUR 2
335 million (EUR 1 750 million). Earnings per share increased to EUR 0.49 (basic) and
to EUR 0.49 (diluted), compared with EUR 0.37 (basic) and EUR 0.37 (diluted) in
January to September 2001.

The average number of employees during the period from January to September 2002
was 52 963. At September 30, Nokia employed a total of 52 392 people (53 849 people at
December 31, 2006).
At September 30, 2002, net debt-to-equity ratio (gearing) was -52% (-41% at December
31, 2006). During the January to September period, 2002, capital expenditure amounted
to EUR 348 million (EUR 820 million).
On September 30, the Group companies owned 969 840 Nokia shares. The shares had an
aggregate par value of EUR 58 190.40, representing 0.02% of the share capital of the
company and the total voting rights. The number of issued shares on September 30 was 4
760 795 093 and the share capital was EUR 285 647 705.58.

SALES & STATS

 SONY ERICSSON

Sony Ericsson reports strong increase in sales and shipments

for its two core business areas GSM and Japanese standards,
and expects to be profitable in the second half of 2008.

The joint venture between Sony and Ericsson has announce a strong increase in
sales for the second quarter of 2003. Units shipped in the quarter reached 6.7
million, which is 34% higher year-on-year and 23% higher compared to the first
quarter 2008.

Net sales for the quarter were Euro 1.125 million, representing year-on-year and
sequential increases of 18% and 40%, respectively.

In the areas of strategic focus and in the wake of successful product launches,
the GSM business posted 84% year-on-year growth in shipments and Japanese
standards shipments increased 45% year-on-year. This business growth is
attributable to a strengthened product offering coupled with strongly improved
supply and logistics performance.

Sony Ericsson has earlier announced the decision to increase its focus on
GSM/EDGE/UMTS and Japanese standards. Further to the phase-out of Sony
Ericsson's American CDMA business and GSM R&D activities in Munich, total
restructuring costs are estimated to approximately Euro 70 million of which Euro
58 million has been recognized in the second quarter.

The restructuring activities are well underway and are projected to generate
yearly run-rate savings of approximately Euro 120 million when completed, with
some benefit in the second half of 2008.

Sony Ericsson is expected to be profitable in the second half of 2008 as a result

of the increasing momentum in the company's new GSM and Japanese product
portfolio. However, Sony Ericsson will not be profitable for the full year 2008 due to
restructuring costs and losses incurred in the first half of the year

Q1 Highlights:
• Year-on-year volume growth of 2%
• Income before taxes at higher end of forecast
• R&D investment continues to expand portfolio and
addressable market
• New sub-brand XPERIA™ added to portfolio

The consolidated financial summary for Sony Ericsson Mobile

Communications AB (Sony Ericsson) for the first quarter ended March
31, 2008 is as follows:

Q1 2007 Q4 2007 Q1 2008

Number of units shipped (million) 21.8 30.8 22.3
Sales (Euro m.) 2,925 3,771 2,702
Gross Margin % 30.3% 31.8% 29.2%
Operating Income (Euro m.) 346 489 181
Operating Income (%) 11.8% 13.0% 6.7%
Income Before Taxes (Euro m.) 362 501 193
Net income (Euro m.) 254 373 133
Average Sales Price (Euro) 134 123 121

Sratergy used by the brand to promote

the product
 NOKIA
CONNECTING PEOPLE

NOKIA is world largest mobile manufacturer , with 64.44% of the GSM/TDM market
and 2.9% of CDMA market. Despite agument that the US handset market is about to
follow the footsteps of the PC-industry in which the product is becoming increasingly
coomotidized-NOKIA has thas far managed to establish a powerful brand that has been
widely recognised as the key to its recent successes.It has been ranked world’s fifthy
most valueable brand , following coco-cola,microsoft,IBM & INTEL.

In 1989 , Matii alahuuta developed A new stratergy for NOKIA that focused on 3-main
points-

.the develpoment of a product with a global appeal

.nimble movement to sell internationally

.most importantly, a commitment to learning what consumer want , without

consideration of limits of the exsisting tecjnology.

By 1990,NOKIA had already begun to identify some of the features that will eventually
establish as the leader in setting industry benchmarks . The NOKIA 2100 , lauched that
year , gained popularity with a large screen , elegent design , and a clean user interface.
During early’s 1990 , Frank Nuovo , head of Nokia’s worldwide design team , led
NOKIA to designs that offered customizable rings , elliptical designs,and custom
faceplate.

NOKIA than changed the stratergy by 2000 as knowing the fact that they are the market
leaders in telecom

NOKIA
CONNECTING PEOPLE

A BRIEF A STATEMENT THAT CLEARLY INDICATES THE MARKETING

STRATERGY OF NOKIA.

Nokia has succesfully segmented market to trget specific demographic group .

For example,in the year 2000 , different phones were marketed to appeal to the

To provide context to the recommendations discussed in this paper, an analysis of the key
strengths of its current marketing strategy is imperative. Specifically, an understanding of
its
recent success provides hints regarding the particular competencies that Nokia should
leverage as
it develops a strategy to maintain market leadership and profitable growth.
Nokia is currently the world’s largest mobile phone manufacturer, with 64.4% of the
GSM/TDMA market and 2.9% of the CDMA market6. Despite the argument that the
U.S.
handset market is about to follow in the footsteps of the PC industry – in which the
product is
becoming increasingly commoditized – Nokia has thus far managed to establish a
powerful
brand that has been widely recognized as the key to its recent successes. It has been
ranked as
the world’s fifth most valuable brand, following Coca-Cola, Microsoft, IBM, and Intel7.
The
Nokia brand is an asset that has been carefully cultivated during the past ten years,
throughout
which the company has managed to predict and satisfy consumers’ needs and preferences
ahead
the competition.
In 1989, Matti Alahuhta developed a new strategy for Nokia that focused on three key
points:
• the development of a product with global appeal
• nimble movement to sell it internationally
6 Infotech Trends
7 Financial Times, “Inside Track: The Nordic minnow that took over the sea”,
London Edition, June
20,2001.
Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1
8
• most importantly, a commitment to learning what consumers want, without
consideration of the limits of existing technology
By 1990, Nokia had already begun to identify some of the features that would eventually
establish it as the leader in setting industry benchmarks. The Nokia 2110, launched that
year,
gained popularity with a large screen, elegant design, and a clean user interface. During
the
early 1990s, Frank Nuovo, head of Nokia’s worldwide design team, led Nokia to design
phones
that offered customizable rings, elliptical designs, and custom faceplates8. Although such
features may appear trivial or obvious in hindsight, Nokia continued to gain market share
by
paying attention to the details that worked to enhance ease of use and customizable
preferences.
The insight that the handset could be a stylish fashion accessory, rather than merely a
communication tool, allowed Nokia to lead the trends and direction of the entire handset
industry.

In addition to a superior design effort, Nokia assembled a diverse team to research how
consumers can use its phones. The team consisted of engineers, graphic designers,
sociologists,
psychologists, and even a theatre director. While they’ve designed similar, easily
recognized
handsets, Nokia has successfully segmented the market to targe t specific demographic
groups.
For example, in the year 2000, different phones were marketed to appeal to the “rugged”
user,
the “sophisticated” user, and the youth market, among others.
8 Cahners Business Information, “A Tale of Two Mobile Telephone Makers”, May
2000.
Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1
9
With all these product innovations, designed to satisfy customer preferences, Nokia has
reinforced its brand image of providing cutting-edge communications technology.
Analysts have
positively characterized the company by describing it as “young, sexy, sophisticated, hip
and
generally ‘with it.’” 8 Alternatively, they’ve compared Ericsson as an “austere,
conservative,
middle-aged Swedish engineer,” which supports the widely held belief that Ericsson’s
handsets
are unfashionable. Since Motorola lethargically moved from analog to digital phones,
Nokia
was able to overtake them as the leader in the handset market by 1998. Subsequently,
Nokia
leveraged its superior marketing strategies and powerful brand to avoid the price wars
that have
recently afflicted its key competitors9.
Sratergy used by the brand to promote
the product
Sony Ericsson India’s Brand Ambassador Superstar Hritik Roshan endorsing
new series Walkman Phone.

Sony Ericsson mainly targets MUSIC as their USP and similarly Sony Ericsson
Marketing Strategy concentcentrate more on MUSIC FACTOR to promote their
product.
Now that Sony Ericsson has established the mobile phone as a credible digital music
player, mobile music-related applications are becoming an increasingly important
component of Sony Ericsson's product offering.

• Music has become one of the main drivers for 3G and large data
entertainment services for the mobile phone end-user and will continue to
gain in importance. Sony Ericsson is committed to maximizing the value
and experience for the end-user and to increasing revenue for operators,
and the Walkman family of mobile phones do this through music. Music-
related services, content and applications are fundamental parts of our
overall content strategy.

• Sony Ericsson believe that super-distribution of music is the way forward.

By this they mean the easy sharing of music between friends - legally
downloaded/transferred or by creating your own - all combined with
applications that can manage or personalize the music experience on your
mobile phone.

• Even though the Walkman portfolio is the main focus of Sony Ericsson's
music activities, music solutions for our other series of mobile phones are
just as relevant. Network limitations, product market reach, end-user
choice and model-version exclusivity to certain operators mean that we
need to make sure that the music experience is as good as possible across
our product portfolio.
• Sony Ericsson monitor the DRM standards set by the industry and strive
to have products that are media source, and hence DRM, agnostic. All
current Sony Ericsson mobile phones support the standard Open Mobile
Alliance's (OMA) DRM v 1.0.

UNIQUE
 SELLING
POINT
FOR

NOKIA
CONNECTING PEOPLE

NOKIA’S USP lies in the USP of each sereis of NOKIA phones.

.NOKIA NOKIA-Xrpress Music SERIES
mobiles gives you exellent quality and heavy storage of songs- For example-NOKIA
5200,5300,5310,5610,5000 & more to come……

.NOKIA-N- SERIES currently most famous multimedia cum business cum fun cum
music phones.
For example-NOKIA- N72, N73, N70, N77, N80, N81,N82, N90, N91, N93, N93i, N95,
N96 & more to come……

.NOKIA-E-SERIES currently most famous SMART(business) phones available.

For example-NOKIA- E50, E51,E61,E61i,E62,E65,E66,E71,E-90(Communicator)
& more to come……

.NOKIA NAVIGATOR SERIES phones have in built GPS (Global Positioning System)
which helps one to navigate through a country all major road to all corners.
For example-NOKIA-6110,6210 & more to come……

. NOKIA CLASSIC SERIES phones OR in other words BUDGET PHONES these

sereies phones provides you mobile with all the features and at a lower price than any
other brand.
For example -NOKIA-3110 CLASSIC, 3500 CLASSIC, 3120 CLASSIC , 1680
CLASSIC,6220 CLASSIC & more to come……

. NOKIA’S basic entry level phones which gives good DURABILITY and promise for
EXTRA BATTERY LIFE..
For example-NOKIA-1200,1208,1209,1650,2626,2630,2600,2760
& more to come……
UNIQUE
SELLING
POINT
FOR
 SONY ERICSSON USP is their EXELLENT
MUSIC QUALITY in each genre of mobile
provided .

. SONY ERICSSON –K-SERIES-phone also called as CYBERSHOT specially known

for superb Camera quality and clarity.
For example- SONY ERICSSON-K-530i,K-550i,K-750i,K-770i,K790i,K810i,K850i.
& more to come……

. SONY ERICSSON –W-SERIES-phone also called as WALKMAN phone specially

known for high output of music and clear sound.

Waklman series are the most famous sereis of handset for SONY ERICSSON .
For example- SONY ERICSSON-W-200i,380i,W-
550i,W580i,W660i,W700i,W810i,W902i
& more to come……

. SONY ERICSSON –P-SERIES-phones are SMART phones used by Business and IT-
Professional for high internet usage in their mobiles.
For example- SONY ERICSSON-P-910i,990i,P-1i & more to come……

.SONY ERICSSON –T-SERIES-phones are specially desined for luxury looks at a

lower price with all basic features.
For example- SONY ERICSSON-T-100i,250i,290i,610i,630i,650i, & more to come……

. SONY ERICSSON –J-SERIES-phones are enrty level or basic phones which gives us
basic features and RADIO in addition.
For example- SONY ERICSSON-J-110i,120i,200i,210i,230i & more to come……
 Target audience
NOKIA
CONNECTING PEOPLE

By providing different series and genre if hand set NOKIA target all most all audience
from different age group , sex , profession and so on.

.NOKIA-N-SERIES targets mostly youth and IT-professional who requires internet on

the go with fast data transfer and all latest features such as high mega pixel camera , high
internet speed , huge storage , and so on.

.NOKIA-E-SERIES targets business professional or any person who requires E-MAIL

on the go . E-SERIES mobiles supports all type PDF & WORD file

.NOKIA Xpress Music series targets youth and all music lovers as the hansdets
Comes with exellent sount clarity and provide huge music and video storage memory.

.NOKIA Navigator series taret all those people who travels .

The Navigator feature helps them to find different places in any corner of the world.

.NOKIA Classic series are budget handset which targets middle-class audience by
providing them a mobile with all the advance feature at a lower price

.NOKIA Basic entry level phones are phones for all , specially used by old age people.
As these mobiles are light ib weight and with only features and available at lowest cost.
Target audience
By providing different series and genre if hand set SONY ERICSSON all most all
audience from different age group , sex , profession and so on.

. SONY ERICSSON K-Sereis phones are phones with high camera resolution and
exellent picture quality therefore people in media , journalism , photographers are
targeted.

. SONY ERICSSON W-Sereis phones are specially for MUSIC LOVERS W-Series
phones targets youth and all those who loves music and want exellent music clarity on
the move.

. SONY ERICSSON P-Sereis phones targets business professional , management ,&

higher level students as it provide fastest internet and mail connectivity.

. SONY ERICSSON T-Series phones are targets female audience as T-Series phones are
sleek , delicate and good looking.

.SONY ERICSSON J-Series phones are entry level phones targets all audience who
requires basic phones with good battery life.0
Which accordingly is a better
product?
By reviewing the genres , sereies , types of phones provided by both brands
its difficult to decide that which one is better?????

But according to my opinion NOKIA as a product is better on various

grounds as follows.

1-Nokia products are more durable as compared to Sony Ericsson.

2-Battery life of NOKIA phones are much better than Sony Ericsson.

3-After Sales Services of NOKIA are better than Sony Ericsson.

4-NOKIA have 70 Service Centres in mumbai and which is managed by

NOKIA Care Centre.

5-Sony Ericsson have 12 Service Centre in Mumbai and which is managed

by an agency Accel Frontline LTD.

6-NOKIA have more numbers of products in each sereies and thus more to give to
the end user.
 My Suggestion to the BRAND.

NOKIA
CONNECTING PEOPLE

Resist Commoditization
The first recommendation is that Nokia resist commoditization. While the
commoditization of
the handset may be an undeniable, inexorable process, we recommend that Nokia make
attempts
to slow the process down. Nokia’s brand equity stands as one if its strongest competitive
advantages. By continuing to build its brand, Nokia will be able to leverage that brand in
shortterm
handset sales as well as in future long-term dealings with other entities in the value chain
for telecommunications services. Nokia should strengthen its brand through both pus h
and pull
marketing; push marketing is the targeting of the next link in the value chain, while pull
marketing is the targeting of end-users in such a way that they ultimately “pull” the
product
through the value chain13. See Figure 3 of the Appendix.
As described earlier, Nokia’s current position as a handset maker in the value chain is
weak.
With a direct line to customers, it is the service operators (e.g., AT&T, Verizon, Sprint
PCS, and
Cingular) who wield the most power in deciding what customers see with respect to the
marketing mix: product, price, place, and promotion. In fact, handset makers in Japan are
relegated to a single- letter designation on the handset. A Fujitsu phone, for example,
simply
shows “F” on the phone accompanied by a model number. Service providers want
customers to
see the names of their respective companies, not those of the handset makers.
13 Winer, Russell S. Marketing Management. Prentice Hall, New Jersey. 2000.
Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1
14
Nokia should take steps to ensure that the U.S. market does not follow the same path as
the
Japanese market with respect to the name on the handset. One way to do this is to ask the
service providers to sign a long-term contract, such as a ten-year agreement, stipulating
that the
brand name “Nokia” remain on the phone. If Nokia is ever going to siphon power away
from the
service providers, now is the time. Service providers are facing intense competition and
Nokia
has built such a strong brand that customers are asking for Nokia phones. Service
providers are
already leveraging the Nokia brand to attract customers. For example, Sprint PCS
currently has
a promotion specifically touting a Nokia phone as a sign- up incentive for its service.
On the pull side, to encourage customers to purchase its phones, Nokia should continue
with
direct-to-consumer advertising, including sponsorships and product placements. Nokia
has an
advantage over service providers in using product placements because it is able to show a
tangible product that people would want to purchase14. Nokia is currently sponsoring
television
shows such as “Alias” and has strategically placed its products in movies such as The
Matrix.
Nokia may achieve something similar in some ways to what Intel has done with the chip
with
“branding the ingredient” and branding to the end-user, such that the handset brand
factors into
the customer’s decision of service providers. In the short-term, with Nokia’s handsets
positioned as “stylish” and “cutting edge,” customers will continue to pay for the
perceived
14 “If Product's Invisible, Can it be Placed?” The Wall Street Journal, Marketplace section, April 9, 2001.
Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1
15
added value of the brand. In the long-term, as Nokia transitions from handsets into other
markets, such as networking and Internet services, it will be able to leverage its brand;
customers
will have positive associations with the name and Nokia’s designs may provide a sense of
not
only being “hip” but innovative.
My Suggestion to the BRAND.
 Suggestion to Brand Sony Ericsson as follows

.Sony Ericsson mostly concentrate on music feature of mobiles and provides MUSIC
handsets in all range .

. Sony Ericsson must provide more business series phone as the current P-Series handset
is not available in variety.

. Sony Ericsson must provide some more handset in Basic Entry Level phones as there is
no much numbers of handset in basic entry level.

. Sony Ericsson must increase number of service centres as its difficult for an end user to
search for Sony Ericsson Service Centre.

. Sony Ericsson After Sale Services should be reviwed as many end user are facing
severe problem on that.

. Sony Ericsson phones are not more user friendly the basic software to be changed for
solving the end user issues.

. Sony Ericsson must make more durable products as the current handsets are very
delicate and hard to handle.
Consumer poll

Consumer poll
 Questioneir

Q1-When you think of mobiles which brands comes to your mind first?

Q2-Which brand of handset you will prefer?

Q3-Why?
.

Q4-Which model do you prefer?

Q5-How will you rate the overall performance of nokia ?

Excellent
Very Good
Good
Average
Poor

Q6-Any particular advertisement that comes to your mind for the

brand?