PROJECT

ON

Advertising
And
Sales Promotion
Of Nokia

Submitted to: Submitted by:

Ms. Yogita Neeraj
(Lecturar) MBA(IInd sem)
Roll
No:32
 INDEX

S.NO. PARTICULARS

1 INTRODUCTION ABOUT THE CO.

AND TOPIC

2 OBJECTIVES OF THE STUDY

3 PURPOSE OF THE STUDY

4 RESEARCH METHODOLOGY

5 RESEARCH DESIGN

6 DATA ANALYSIS

7 SUGGESTIONS,
RECOMMENDATIONS AND
LIMITATIONS
8 CONCLUSION

9 BIBLIOGRAPHY

10 ANNEXURE
 INTRODUCTION OF THE COMPANY

Nokia was founded in 1865 by Fredrik Idestam in Finland as

a paper
manufacturing company. In 1920, Finnish Rubber Works
became a part of the company, and later on in 1922, Finnish
Cable Works joined them. All the three companies were
merged in 1967 to form the Nokia Group.
In the late 1970s, Nokia started taking an active interest in
the power and electronics businesses and by 1987,
consumer electronics became Nokia's major
business. Nokia created the NMT mobile phone standard in
1981 and launched the first NMT phone, Mobira Cityman, in
1987. The company delivered the first GSM
network to Radkilinia, a Finnish company in 1991, and in
1992, Nokia 1011 – a precursor for all Nokia's current GSM
phones - was introduced. In the 1990s,
Nokia provided GSM services to 90 operators across the
world. Another significant move of the company during this
period was the divestment of its noncore
operations like IT. The company focused on two core
businesses – mobile phones and telecommunications
networks.

Nokia in India

Nokia entered the Indian market in 1994. The first ever GSM
call in India was Nokia entered the Indian market in 1994.
The first ever GSM call in India was made on a Nokia 2110
mobile phone on its own network in 1995. When Nokia
entered India, the telecom policies were not conducive to the
growth of the mobile phone industry.
The tariffs levied on importing mobile phones were as high
as 27%, usage charges were at Rs.16 per minute and, at
these high rates, consumers did not take to mobile phones. .
It started capturing the market with it’s quality products and
services.
Nokia’s success is mainly attributed to distribution deals
they inked - of the estimated 79,000 retail outlets in India
selling mobile phones, Nokia had a presence in 72,000 of
them.
Though Nokia had to face tough competition from other
powerful global players
like Motorola, Samsung, LG and Sony Ericsson ,they could
not snatch Nokia’s customers. So we wanted to find out the
reason “Why Nokia is preferred over other brands”.

HISTORY OF NOKIA

From roots in paper, rubber, and cables, in just over 100 years Nokia becomes a

The newly formed Nokia Corporation is ideally positioned for a pioneering role in

As mobile phone use booms, Nokia makes the sector its core business. By the turn of the century, the
company is the world leader...

Nokia sells its billionth mobile phone as the third generation of mobile technology emerges...
SOME FIRST FOR NOKIA:

1995 – First mobile phone call made in India on a Nokia phone on a

Nokia network

1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia

phones

2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 – Local UI in additional local language

2006 – Nokia manufacturing plant in Chennai

2007 – First vernacular news portal

Some Achievements for Nokia
• Ranked No 1 Most Trusted Brand Survey by Brand Equity,
2008
• Ranked the No 1. MNC in India by Businessworld, India’s
leading business weekly, 2006
• Ranked as the No. 1 telecommunications equipment vendor in
the country by Voice & Data for five consecutive years –2008,
2007, 2006,2005 and 2004
• Ranked as the 9th most powerful brand by Millward Brown’s
BrandZ 2008
• Ranked world’s 4th most valuable brand by Interbrand, 2007
• Ranked Asia’s most trusted brand by the Media-Synovate,
2006

VISION OF THE COMPANY

Connecting people" is now connecting people to what matters -

whatever that means for each person - giving them the power to
make the most of every moment, everywhere, any time. Connecting
the "we" is more powerful than just the individual. That's how Nokia is
needed to help make the world a better place for everyone.
 STRATEGY OF THE COMPANY

To do this we will become the leading provider of mobile solutions.

Our solutions strategy leverages one of our greatest assets - a
portfolio of outstanding devices, with unmatched scale and
geographic reach. We couple them with smart services, integrated via
an intuitive and seamless user experience. We differentiate these
solutions offerings based on our in-depth consumer understanding,
with a strong focus on social location (people and places).

In a world where connecting people to what matters, empowers them

to make the most of every moment. Our ambition is to become the
leading provider of mobile solutions.

ADVERTISING AND SALES PROMOTION

• The American Marketing Association, Chicago,

has defined advertising as
“any form of non-personal presentation or promotion
of ideas, goods or services, by an identified sponsor.”

• Advertisement is a mass communicating of

information intended to persuade buyers to by
 products with a view to maximizing a company’s
profits.

OBJECTIVES OF THE STUDY:

 To stimulate sales amongst present, former and

future consumers. It involves a decision
regarding the media, e.g., TV rather than print ;
 To communicate with consumers. This involves
decision regarding copy
 To retain the loyalty of present and former
consumers. Advertising may be used to reassure
buyers that they have made the best purchase,
thus building loyalty to the brand name or the
firm.
 To increase support. Advertising impliedly
bolsters the morale of the sales force and of
distributors, wholesalers, and retailers, it thus
contributes to enthusiasts and confidence attitude
in the organizational.
 To project an image. Advertising is used to
promote an overall image of respect and trust for
an organization. This message is aimed not only
at consumers, but also at the government,
shareholders, and the general public.
Sales promotion:

• Sales promotion is the process of persuading a

potential customer to buy the product. It can be
part of the personal selling process.

Sales Promotions Objective

• I. To introduce new products
• ii. To attract new customers and retain the
existing ones
• iii. To maintain sales of seasonal products
• iv.To meet the challenge of competition
Importance:
From manufacturer point of view:
�1. Increases the volume of sales
�2. Helps to introduce new products
in the market
� 3.Enables quick disposal of existing stocks

From the point of view of consumers

�1. Goods are available cheaper rate
� 2.Financial benefits to the customers
� 3.Generates awareness about new
� 4.Stabilizes the volume of sales
� 5.Creates confidence in the mind of customers
regarding quality
�6. Raise standard of living
OBJECTIVE OF STUDY:

1.To analyze the advertising effectiveness on

consumers of Nokia Cellular Phones.
2. To analyze the different medium through
which the advertisement reaches maximum
number of people in the market.
3. To analyze the strategies that the company
should adopt to turn viewers into consumers.
4. To know the present status of the
competitors of Nokia Cellular Phones in terms
of advertisement.
5. To analyze what the viewers expect from the
advertisement in present generation.
Some of the Products that Nokia offers to
Customers are:

Nokia N90 Nokia 9300 Nokia 7710

Nokia 8800

Nokia 7280 Nokia 7270 Nokia 6822 Nokia 6681

Nokia 6680 Nokia 6670 Nokia 6630 Nokia 6260

 Nokia 6255 Nokia 6235
Nokia 6230i Nokia 3230

Advertising in nokia:

One of the strongest aspects of Nokia is its

advertising strategy.

Nokia’s ad campaigns are have a short shelf life.

Advertising:
• Front Line Service
• Public Relations
• Message
• Direct Sales
• Sales
• Media
• Budget
NOKIA’S ADVERTISEMENT:
Sales Promotion :

Nokia does not stress much on Sales Promotion.

 RESEARCH METHODOLOGY

SAMPLING

Research Design:

Descriptive research: it includes surveys and fact-finding enquiries of different

kind. The major purpose of descriptive research is description of the state of affairs.
- The sampling plan taken is probabilistic approach - stratified random sampling.
Here the sample plan employed is the probabilistic one because it is possible to
pre-specify every potential sample of a given size that could be drawn from the
population. And it is possible to specify the probability of selecting any particular sample
of a given size. Moreover, it also evaluates in quantitative terms, the relative efficiency of
alternative sampling techniques in a given situation and requires relatively little universe
knowledge i.e. --- a way of identifying each universe element uniquely and the total
number of universe elements.
•Why was this type of design used?

In this research design, the researcher is able to define the population clearly and got the
adequate method for measuring the responses, and this design gives enough protection against
bias and maximizes the reliability of the study.

STRATIFIED RANDOM SAMPLES:

In a stratified random sample, the population is first divided into relatively

internally homogenous groups, or strata, from which random samples are drawn. This
stratification results in greater representativeness.

Data collection methods were used:

Primary data collection- questionnaires

A questionnaire consists of a number of questions printed in a definite order on a

form. It is free from the bias of the interviewer.
Questionnaire: This device is appropriate for this project as this project
emphasizes on the advertising and salespromotion technique adopted by nokia , more
over it is free from the bias of the interviewer as answers are in respondent’s own words.
Respondents have adequate time to give well thought answers. Respondents, who
are not easily approachable, can also be reached conveniently.
Large samples can be made use of and thus the results can be made more reliable
and dependable.

Secondary data collection –

-Reference books, journals, reports, records statistics and other sources of

published information.
The population defined:

Its geographic bound is limited to the area of faridabad

Its demographic bound is age, sex, and occupation

Other bounds
Sampling units were employed- business executives

SAMPLE SIZE- 100

Pre-testing of the questionnaire is done.

Difficulties experienced in contacting designated sample elements – some of the

problems we had faced were lack of time, tracing the people according to the selection of
the employees.

Q1. Do you prefer nokia product?

OPENION NO OF PEOPLE
YES 87
NO 13
 NO OF PEOPLE

13%

YES
NO

87%

Q4. Are you satisfied with advertisin policy used by nokia?

CATEGORIES NO. OF PEOPLE

SATISFIED 56
UNSATISFIED 31
No comment 13
 NO. OF PEOPLE

13%

SATISFIED
UNSATISFIED
31% 56% NO comments

Q3. Are Nokia mobiles readily available in the markets?

yes 80
no 20

Q4. Does a Nokia phone come with reasonable price?

yes 60
no 40
LIMITATION OF STUDY

ALTHOUGH THE PROJECT IS TO BE CARRIED OUT WITH THE MOTIVE OF

ENSURING MOST EXHAUSTIVE & COMPREHENSIVE COVERAGE OF FACTS &
FIGURES. BUT STILL IT SUFFERS FROM SOME LIMITATIONS THESE ARE THE
FOLLOWING:-
 DEPENDENCE ON WEBSITES
THE DATA IS MOSTLY COLLECTED FROM THE INTERNET FROM
DIFFERENT WEBSITES. FOR THE RESEARCH PROJECT WORK. SO THE
DEPENDENCE IS ON THE WEBSITES WHICH MAY BE VAGUE.
 TIME AVAILABLE:-
The Study was to be carried out in the prescribed time frame which is a short time
span to be carried out the extensive study in such large organizations.

 CONFIDENTIALITY OF INFORMATION:-
IT MAY BE POSSIBLE THAT CERTAIN DETAILS ABOUT THE COMPANY
& ABOUT THE PROJECT IS NOT COLLECTED AS THE OFFICIALS MAY
FEEL THAT INFORMATION IS CONFIDENTIAL.
 ERRORS IN THE SECONDARY DATA:-
THE ERRORS IN THE FACTS & FIGURES TAKEN FROM THE DATA GIVEN
MAY HAVE PREPRINTED ERRORS, WHICH ARE UNAVOIDABLE
 BUDGETARY CONSTRAINT
THE BUDGETARY CONSTRAINT CEASED ME SOMEWHERE WHICH
MAKE ME UNABLE TO IMPART MY FULL 100% TO THE PROJECT.

SUGGESTIONS
1. Company needs to look at its advertising operations. In today’s
environment advertising is the media to reach the public faster.

2. Company should adopt more strategic audit of its advertising

media.

3. It should arrange visits to trade fairs, display advertising, road

shows to capture market’s share

4. It can also offer some discount on product so that more customer

get attracted.

5. Company should give emphasis on sales promotional activity.

CONCLUSION
 BIBLIOGRAPHY
1. www. Nokia.com
2. www.google.com
3. Philip khotler
4.R.K. Singla.

ANNEXURE
Do you think Nokia handsets are updated with the latest
features?
a)YES
b) NO

2. Are Nokia mobiles readily available in the markets?

a) YES
b) NO

Do you think Nokia mobiles are user friendly?

a) YES
b) NO

Do Nokia provide good after sales service compared to

other mobile
phones?
a) YES
b) NO

Nokia is costlier as compared to other mobile handsets that

provides same
features as Nokia, but still why do you prefer Nokia?
a) NOKIA BRAND NAME
b) BETTER FEATURES
c) USER FRIENDLY
d) ALL THE ABOVE

Does a Nokia phone come with reasonable price?

a) YES
b) NO

If a mobile company offers same features, quality and price

as Nokia, will u
still go Nokia?
a) YES
b) NO
 Except Nokia your other preferred mobile phone brands?
a) SAMSUNG (b) LG (c) MOTOROLLA (d) OTHERS

Will you go for other mobile phone brand with less price and
more features?
a) YES
b) NO

How do you rate the after sale service of Nokia?

a) VERY GOOD (b) GOOD (c)NEITHER GOOD NOR BAD (d)
BAD
(e) VERY BAD

Q15. DO YOU AGREE THAT YOU ARE SATISFIED WITH THE ADVETISING
POLICY OF COMPANY?
 STRONGLY AGREE
 AGREE
 NEUTRAL
 DISAGREE
 STRONGLY DISAGREE
Q16 DO YOU AGREE WITH THE SALES PROMOTION TECHNIQUE ADOPTED
BY NOKIA?
 STRONGLY AGREE
 AGREE
 NEUTRAL
 DISAGREE
 STRONGLY DISAGREE
Q.17Are you satisfied with performance of nokia?
 Yes
 No (if no please specify………………………………………………)
Q. what changes would you suggest for nokia?
………………………………………………………………………………
………………………………………………………………………………
………………………………………………………………………………
……………………………………………………………………………......