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MBA-09 SUMMER TRAINING REPORT 1
A
SUMMER TRAINING REPORT
ON
“MARKETING MIX OF NOKIA MOBILE WITH SPECIAL
REFERENCE OF TALCHER ”
Submitted In Partial Fulfilment of the Requirements of the MBA
Guided By Submitted by
Satyabrata Sahu Dolananda PradhanFaculty (Marketing) Roll No : 10MBA645
Regd No. : 23/597/09
DDCE, SAMBALPUR UNIVERSITY
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MBA-09 SUMMER TRAINING REPORT 2
DECLARATION
I Mr. Dolananda Pradhan of MBA do hereby declare that the summer training
report on “MARKETING MIX OF NOKIA MOBILE WITH SPECIAL
REFERENCE OF TALCHER”. This report has not submitted earlier for
publication in any journal magazine on anywhere else and it is completely
genuine. The fact and findings presented in this project report are true to the
best of my knowledge and belief, which being submitted to the NICE, Talcher
for part fulfillment of M.B.A. degree of DDCE, SAMBALPUR UNIVERSITY.
Dolananda Pradhan
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MBA-09 SUMMER TRAINING REPORT 3
ACKNOWLEDEMENT
I acknowledge my heart felt sense of gratitude and indebtness to my faculty guide
Satyabrata Sahu who has helped in providing valuable information and co-operation
me in making my easier with his profound advice which has immense value to me.
I express my heartily thanks to Nokia external guide Mr. Subhasis Mandal & Mr.
Ravish Dector And people concept external guide Mr. Ajit Behra, Mr. Prasant Kumar
Pati & Mr. Bani Bhushan Barik without help this project could not have reached at this
stage.
I also extend my heartily thanks to our esteemed Director Mr. Manoj Swain, NICE,
Talcher for his encouragement in the completion in the completion of project report.
I express my heart full appreciation to my parent’s friend’s seniors and faculties and
thanks to all those who enthusiastically responded to my questionnaire without co-
operation and encouragement in preparing this project report would not have
possible.
Dolananda Pradhan
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MBA-09 SUMMER TRAINING REPORT 4
TO WHOM IT MAY CONCERN
This is certify that Dolananda Pradhan, a student of MBA under DDCE,
Sambalpur University, has prepared Summer Training work under my guidance
about ―Marketing Mix Of Nokia Mobile With Special Reference Of
Talcher”. He has been very hardworking and sincere in completing his report.
I wish him all success in his life.
Subhasis MandalMarketing Manager.
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MBA-09 SUMMER TRAINING REPORT 5
PREFACE
I hereby declare that the work embodied in this project entitled “MARKETING
MIX OF NOKIA MOBILE WITH SPECIAL REFERENCE OF TALCHER”.
Is carriedout by me under the supervision of Satyabrata Sahu my guide and
Mr. Subhasis Mandal & Mr. Ravish Dector And people concept external guide
.This project is done by anyone before.
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MBA-09 SUMMER TRAINING REPORT 6
CONTENTS
1. CHAPTER-I
INTRODUCTION
HISTORY OF TELECOM
2. CHAPTER-II
OBJECTIVE OF STUDY
SCOPE OF STUDY
METHODOLOGY
LIMITATION
3. CHAPTER-III
AN OVERVIEW OF NOKIA
HISTORICAL BACKGROUND
AWARD & RECIEVED
PRODUCT PROFILE
4. CHAPTER-IV
THEORITICAL CONCEPTS
o PRODUCT
o PRICE
o PLACE
o PROMOTION
5. CHAPTER-V
DATA & INTERPRETATION
FINDING
CONCLUSION
QUESTION BY NOKIA AND SUGGESTIONS
6. CHAPTER-VI
BIBLIOGRAPHY
QUESTIONARY
APPENDIX
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MBA-09 SUMMER TRAINING REPORT 7
CHAPTER-I
INTRODUCTION
HISTORY OF TELECOM
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INTRODUCTION
Today in the era of liberalization, Globalization and economic emancipation there is the mushrooming
growth of companies worldwide giving much emphasis on the product innovation. Nowaday's product
is booming like any other things produced by a large no of companies that has not been came to the
limelight. Today entrepreneurs are coming to tap new business. However so far as cell market is
concerned NOKIA has its on demand. It triggers companies to extend their market rather than to
confine within the dome Stic region. This is the reason why MNCs are entering into other domestic
markets. Cutthroat competition among firms create problem for the weak ones to survive. To deal with
such situation critical situation companies are required to measure their status in the market.
Previously the seller was the ruler as oligopoly market was continuing. In the modern context, with the
increase in the number of sellers, customers are the sole regular of the market. To widen the coverage
of market it is essential the image of the product in the minds of the customers.
In the present day, stiff competition is experienced in every field of marketing. This competition is
becoming more aggressive in the modern field of business. It is not an easy task to become the market
leader. However the better an organization understand the attitude, percept jon , needs and wants of the
customer; the higher is the chance of becoming a leaders.
HISTORY OF TELECOM
The history of telecommunication began with the use of smoke signals and drums in Africa, the
Americas and parts of Asia. In the 1790s, the first fixed semaphore systems emerged in Europe;
however it was not until the 1830s that electrical telecommunication systems started to appear. This
article details the history of telecommunication and the individuals who helped make
telecommunication systems what they are today. The history of telecommunication is an important
part of the larger history of communication.
Early telecommunications included smoke signals and drums. Drums were used by natives in Africa,
New Guinea and South America, and smoke signals in North America and China. Contrary to whatone might think, these systems were often used to do more than merely announce the presence of a
camp.[1][2]
In 1792, a French engineer, Claude Chappe built the first visual telegraphy (or semaphore) system
between Lille and Paris. This was followed by a line from Strasbourg to Paris. In 1794, a Swedish
engineer, Abraham Edelcrantz built a quite different system from Stockholm to Drottningholm. As
opposed to Chappe's system which involved pulleys rotating beams of wood, Edelcrantz's system
relied only upon shutters and was therefore faster .[3] However semaphore as a communication system
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MBA-09 SUMMER TRAINING REPORT 9
suffered from the need for skilled operators and expensive towers often at intervals of only ten to thirty
kilometres (six to nineteen miles). As a result, the last commercial line was abandoned in 1880.[4]
Telegraph and telephone
Main articles: Electrical telegraph, Transatlantic telegraph cable, Invention of the telephone, and
History of the telephone
Stock telegraph ticker machine by Thomas Edison
A very early experiment in electrical telegraphy was an 'electrochemical' telegraph created by the
German physician, anatomist and inventor Samuel Thomas von Sömmering in 1809, based on an
earlier, less robust design of 1804 by Catalan polymath and scientist Francisco Salvá i Campillo.[5]
Both their designs employed multiple wires (up to 35) in order to visually represent almost all Latin
letters and numerals. Thus, messages could be conveyed electrically up to a few kilometers (in von
Sömmering's design), with each of the telegraph receiver's wires immersed in a separate glass tube of
acid. An electrical current was sequentially applied by the sender through the various wires
representing each digit of a message; at the recipient's end the currents electrolysed the acid in the
tubes in sequence, releasing streams of hydrogen bubbles next to each associated letter or numeral.
The telegraph receiver's operator would visually observe the bubbles and could then record the
transmitted message, albeit at a very low baud rate.[5] The principal disadvantage to the system was its
prohibitive cost, due to having to manufacture and string-up the multiple wire circuits it employed, as
opposed to the single wire (with ground return) used by later telegraphs.
The first commercial electrical telegraph was constructed in England by Sir Charles Wheatstone and
Sir William Fothergill Cooke. It used the deflection of needles to represent messages and started
operating over twenty-one kilometres (thirteen miles) of the Great Western Railway on 9 April 1839.
Both Wheatstone and Cooke viewed their device as "an improvement to the [existing] electromagnetic
telegraph" not as a new device.
On the other side of the Atlantic Ocean, Samuel Morse independently developed a version of the
electrical telegraph that he unsuccessfully demonstrated on 2 September 1837. Soon after he was
joined by Alfred Vail who developed the register — a telegraph terminal that integrated a logging
device for recording messages to paper tape. This was demonstrated successfully over three miles (five
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MBA-09 SUMMER TRAINING REPORT 10
kilometres) on 6 January 1838 and eventually over forty miles (sixty-four kilometres) between
Washington, DC and Baltimore on 24 May 1844. The patented invention proved lucrative and by 1851
telegraph lines in the United States spanned over 20,000 miles (32,000 kilometres).[6]
The first successful transatlantic telegraph cable was completed on 27 July 1866, allowing transatlantic
telecommunication for the first time. Earlier transatlantic cables installed in 1857 and 1858 only
operated for a few days or weeks before they failed.[7]
The international use of the telegraph has
sometimes been dubbed the "Victorian Internet".[8]
The conventional telephone was invented by Alexander Graham Bell in 1876, based on his earlier
work with harmonic (multi-signal) telegraphs. The first commercial telephone services were set up in
1878 and 1879 on both sides of the Atlantic in the cities of New Haven and London. Bell held the
master patent for the telephone that was needed for such services in both countries. The technology
grew quickly from this point, with inter-city lines being built and telephone exchanges in every major
city of the United States by the mid-1880s.[9][10][11]
Despite this, transatlantic voice communication
remained impossible for customers until January 7, 1927 when a connection was established using
radio. However no cable connection existed until TAT-1 was inaugurated on September 25, 1956
providing 36 telephone circuits.[12]
In 1880, Bell and co-inventor Charles Sumner Tainter conducted the world's first wireless telephone
call via modulated lightbeams projected by photophones. The scientific principles of their invention
would not be utilized for several decades, when they were first deployed in military and fiber-optic
communications.
Radio and television
Main articles: H istory of radio and H istory of television
In 1832, James Lindsay gave a classroom demonstration of wireless telegraphy to his students. By
1854, he was able to demonstrate a transmission across the Firth of Tay from Dundee to Woodhaven, a
distance of two miles (3 km), using water as the transmission medium.[13]
Addressing the Franklin Institute in 1893, Nikola Tesla described and demonstrated in detail the
principles of wireless telegraphy. The apparatus that he used contained all the elements that were
incorporated into radio systems before the development of the vacuum tube. However it was not until
1900 that Reginald Fessenden was able to wirelessly transmit a human voice. In December 1901,
Guglielmo Marconi established wireless communication between Britain and Newfoundland, earning
him the Nobel Prize in physics in 1909 (which he shared with Karl Braun).[14]
On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated the transmission of
moving silhouette pictures at the London department store Selfridges. In October 1925, Baird was
successful in obtaining moving pictures with halftone shades, which were by most accounts the first
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MBA-09 SUMMER TRAINING REPORT 11
true television pictures.[15] This led to a public demonstration of the improved device on 26 January
1926 again at Selfridges. Baird's first devices relied upon the Nipkow disk and thus became known as
the mechanical television. It formed the basis of semi-experimental broadcasts done by the British
Broadcasting Corporation beginning September 30, 1929.
However for most of the twentieth century televisions depended upon the cathode ray tube invented by
Karl Braun. The first version of such a television to show promise was produced by Philo Farnsworth
and crude silhouette images were demonstrated to his family on September 7, 1927. Farnsworth's
device would compete with the concurrent work of Kalman Tihanyi and Vladimir Zworykin.
Zworykin's camera, based on Tihanyi's Radioskop, which later would be known as the Iconoscope,
had the backing of the influential Radio Corporation of America (RCA). In the United States, court
action between Farnsworth and RCA would resolve in Farnsworth's favour .[16]
John Logie Baird
switched from mechanical television and became a pioneer of colour television using cathode-raytubes.
[15]
After mid-century the spread of coaxial cable and microwave radio relay allowed television networks
to spread across even large countries.
Computer networks and the Internet
Main articles: Computer Networking -History and History of the Internet
On September 11, 1940, George Stibitz was able to transmit problems using teletype to his Complex
Number Calculator in New York and receive the computed results back at Dartmouth College in New
Hampshire.[17]
This configuration of a centralized computer or mainframe with remote dumb terminals
remained popular throughout the 1950s. However it was not until the 1960s that researchers started to
investigate packet switching — a technology that would allow chunks of data to be sent to different
computers without first passing through a centralized mainframe. A four-node network emerged on
December 5, 1969 between the University of California, Los Angeles, the Stanford Research Institute,
the University of Utah and the University of California, Santa Barbara. This network would become
ARPANET, which by 1981 would consist of 213 nodes.[18]
In June 1973, the first non-US node was
added to the network belonging to Norway's NORSAR project. This was shortly followed by a node in
London.[19]
ARPANET's development centred around the Request for Comment process and on April 7, 1969,
RFC 1 was published. This process is important because ARPANET would eventually merge with
other networks to form the Internet and many of the protocols the Internet relies upon today were
specified through this process. In September 1981, RFC 791 introduced the Internet Protocol v4 (IPv4)
and RFC 793 introduced the Transmission Control Protocol (TCP) — thus creating the TCP/IP
protocol that much of the Internet relies upon today. A more relaxed transport protocol that, unlikeTCP, did not guarantee the orderly delivery of packets called the User Datagram Protocol (UDP) was
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submitted on 28 August 1980 as RFC 768. An e-mail protocol, SMTP, was introduced in August 1982
by RFC 821 and http://1.0 a protocol that would make the hyperlinked Internet possible was
introduced on May 1996 by RFC 1945.
However not all important developments were made through the Request for Comment process. Two
popular link protocols for local area networks (LANs) also appeared in the 1970s. A patent for the
Token Ring protocol was filed by Olof Söderblom on October 29, 1974.[20]
And a paper on the
Ethernet protocol was published by Robert Metcalfe and David Boggs in the July 1976 issue of
Communications of the ACM .[21]
Internet access became widespread late in the century, using the old telephone and television networks.
The ability of human being to be things and communication has compelled him to realize the need to
communicate. His tryst to earn more and more knowledge and a better life kept him restless inspite of
basic requirements. Surely from communication to telecommunication, man has covered a long life.
On may 24, 1844, America artist and inventor Samuel morse sat at a desk in the Supreme Court
Chamber of the V.S capital building. in Washington D.C. and sent his famous telegraph message
"what hath god wrought" to a receiver 37 miles away in Baltimore. Morse had spent 12 years and
every penny he owed to develop the telegraph.
Fortunately for Morse his telegraph was just what the young united state peoples needed. America was
expanding to the west and Morse telegraph followed the train tracks westward. By 1851 there were
hundreds of telegraph offices the country most of them located at rail road stations.
The Telegraph seems in credibly simple by today's standers, but it provided a much needed link
between the established business world on the eastern V.S and the sprawling frontiers of the west. In
one of those pleasant coincidences of history it was just right thing at the right time.
Alexander graham Bell filed his papers for the telephone with the V.S patent office on feb.14,1876.0n
the same day inventor Elisha Grey field a patent for a similar device but bell arrived at the patent
office a few hours a before of him.
The patent issued to bell, U.S patent No. 174,465, is likely the most valuable patent ever issued. Bell
and his backers immediately turned there attention from deploying the telephone its self to perfecting
and selling there invention.
Because of the patent, Bells Company after legal battles with competitors Western Bell had a
monopoly of a telephone business in the U.S 100 years later; Bells Company (later called AT & T)
was the largest company in the world.
• 1851 First operational land lines were laid by the government near
Calcutta (seat of British power)
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• 1881 Telephone service introduced in India
• 1883 Merger with the postal system
• 1923 Formation of Indian Radio Telegraph Company (IRT)
• 1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication Company (IRCC)
• 1947 Nationalization of all foreign telecommunication companies to
form the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications
• 1985 Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own regulator
(separate from the postal system)
• 1986 Conversion of DOT into two wholly government-owned companies: the Videsh Sanchar
Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam
Limited (MTNL) for service in metropolitan areas.1997Telecom Regulatory Authority of India
created.
• 1999 Cellular Services are launched in India, New National Telecom
Policy is adopted.
• 2000 DoT becomes a corporation, BSNL
The history of telephone in India follows some key land marks:-
TELECOM HISTORY INDIA
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million
telephone lines making it the third largest network in the world after China and USA. With a growth
rate of 45%, Indian telecom industry has the highest growth rate in the world.
History of Indian Telecommunications started in 1851 when the first operational land lines were laid
by the government near Calcutta (seat of British power). Telephone services were introduced in India
in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph
Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by
the government's Ministry of Communications. Telecom sector was considered as a strategic service
and the government considered it best to bring under state's control.
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The telecom sector is also afflicted by a number of restraints. These include:
Sluggish pace of reform process.
Lack of infrastructure in semi-rural and rural areas, which makes it difficult to make inroads into this
market segment as service providers have to incur a huge initial fixed cost.
Limited spectrum availability.
But notwithstanding these constraints, telecom sector has undergone a revolution in the past decade
and has played a major part in bridging the rural-urban divide.
Telephone lines introduced in Calcutta.
Creation of post, telephone and telegraph (PTT) monopoly run by the government.
Creation of BSNL&MTNL.
Passage of key deregulation legislation the new telecom policy in 1999.
Telecommunication is an essential part of the world we live in. It propels our modern economies by
making business more efficient and promotes mobility of people who can stay in touch with their love
ones from far away.
But not everyone has access to the power of these networks. In fact, there are millions of people who
have never used a telephone or mobile phones. This course is designed to relay the story of the
evolution of the networking as well as to reveal what is on the next horizon as telecommunication
moves into this new century.
India is the 12 largest telecom market in the world and the 5th largest telecom in Asia. It is estimated
that the telecom sector in India will grow at 15-20% in the coming years. Telecommunication is now
universally recognized as one of the prime movers of the modern economy: hence it is of vital
importance to any country, especially a developed country like India.
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CHAPTER-II
OBJECTIVE OF STUDY
SCOPE OF STUDY
METHODOLOGY
LIMITATION
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OBECTIVE OF THE STUDY
Before doing any survey it is very much essential to define the objective for which the project work is
to be done. Without any objective, there is no value addition to whatever is done in a project. This
study aims towards evaluation of awareness for mobile phones in the mind of customers, how the
customers and the users perceive about the brand of NOKIA and that of the other companies operating
on the same product line.
The objectives of this project are as follows:
To find out the market segmentation for the brand in TALCHER and its respective market share.
To find out the major competitors of NOKIA in CUTT ACK
To measure the most competitors factors for a consumers while making a preference on a pat1icular
brand of NOKIA Mobile
To access the competitor's markets share in comparison to NOKIA
To find the relative strength of the brand as compared to competing brands
To measure consumer's perception & feed back about Nokia cell
To judge the advantage of the retail revolution the brand can avail in the situation of changing buyers
behaviors
To measure the shift in the taste & choice of c6nsumers towards more convenient and economic
packaging
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MBA-09 SUMMER TRAINING REPORT 18
SCOPE OF THE STUDY OF NOKIA MOBILE
The scope of the present study reflects the possibility of market segmentation of NOKIA cell brands
and simultaneously tries to maximize the individual for different variety.
Scope of this is to get a true understanding of the current position of the respective brand
thereby helping the company to redesign its strategies.
Brand positioning in the defined market segment established the position of the selective brand
of NOKIA in Cuttack.
It is again to modify the market as to cash in the opportunity of the diverting the consumption
of the competitors.
The scope is further to include efforts relating to effecting psychological and product
positioning.
The study gives an impetus to analytical examine the change put forward by the current
change in the retail sector.
Scope of the study includes an insight into the growth in disposable income of the middle class
Indian consumers.
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METHODOLOGY
MODE OF DATA COLLECTION:-
Primary data are collected from various sources like dealers, sub- dealers. It is collected from random
sampling through structured questionnaires. Areas of sampling were Cuttack and sample size is 40.
The data is collected through direct interaction and face to face interview. t the same time an
observation has been made to study the psychology, attitude of the respondents towards the product.
The environment is also scanned to build of the appropriate strategy.
A)QUESTIONNAIRE
B)SAMPLING.
QUESTIONNAIRE: when information is to be collected by asking question to the people who may
have derived data, a standardized form is used which is called questionnaire.
It is basically of two types:
a)Open-end questionnaire
b)Close-end questionnaire
OPEN-END QUESTIONNAIRE:- These types of questions allow the respondents to answer in their
words.
CLOSE-END QUESTIONNAIRE:- these type of questions includes all possible answer and therespondents can identify the problem.
SAMPLING:- In general a sample represents a group of population. Sampling is a cross section of a
unit, which represents the whole universe. Sampling design is very essential in order to save money
pnd time. Sampling design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. For this project simple random sampling technique has been
followed.
Two sets of questionnaires were served in field survey. One to the Customer's and the other to retailer
the sample includes lower, middle and higher group. The retailer sample consists of 30 from different
area of TALCHER with monthly turnover ranging from Rs.15, 000 to Rs.1, 50,000 and above.
SAMPLE RANDOM SAMPLING:
It is also known as chance sample where each and every item and the population has an equal of
inclusion in the sample.
MODE OF SECONDARY DATA COLLECTION
All the secondary data are collected and edited from the literature. The company for a thorough
analysis has supplied these literatures. These include literatures related to the products details of the
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company profile profit & Loss statements audited balance sheet and taxatition policy and product wise
breakup sales reports f last few years.
DATA ANAL YSIS:- Data analysis and interpretation is perhaps the most important part of this
project work. It provides with meaningful and necessary information required for this project. A
scientific and systematic method of data analysis enables the presenter to draw conclusions. A simple
and higher stastical analytical approach has been followed for analysing the data collected from
various sources.
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LIMITATION
AS a student of management it is very much essential on my part to gain some practical knowledge
about the current market situation. This survey helped me in sharpening my practical knowledge about
the existing market position of the various brand of NOKIA Cell. However this study has a celiain
limitation which can be attributed to various factors. Some of the limitation is as follows:
Time constant is insufficient to collect all the data to complete the project. The topic itself is
quite extensive. It needs comparative analysis and study, which is quite impossible within this limited
period.
Some confidential information are not allowed to be analyzed which might have more
relevance from the study angle.
Some customers are not alternative when they will fill up the questionnaires.
The major limitation is that the retailers as well as some people were hesitant to provide
certain information.
The other limitation in this survey is the time factor. As it is not possible to cover a large number of
people because of the constraints of time, the method adopted was to have sample study. However, due
care has been taken to cover almost all the parts of the town and to cover customers belonging to
different income group. This method helped me to arrive at reasonable logical conclusions.
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MBA-09 SUMMER TRAINING REPORT 22
CHAPTER –
III
COMPANY-PROFILE
EVERVIEW OF NOKIA
HISTORICAL BACKGROUND
AWARDS RECEIVED
DISTRIBUTION NETWORK
PRODUCT PROFILE
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AN EYEVIEW OF NOKIA
Nokia Corporation is a Finnish multinational communications corporation, focused on wired and
wireless telecommunications, with 112,262 employees in 120 countries, sales in more than 150
countries and global annual revenue of 51.058 billion euros as of 2007. It is the world's largest
manufacturer of mobile telephones: its global device market share was about 40% in Q4 of 2007.
Nokia produces mobile phones for every major market segment and protocol, including GSM, CDMA,
and W-CDMA (UMTS). Nokia's subsidiary Nokia Siemens Networks produces telecommunications
network equipments, solutions and services.
Nokia's corporate headquarters are located in Espoo, a city neighboring Finland's capital Helsinki. Ithas sites for research and development, manufacturing and sales in many continents throughout the
world. Nokia employed 21,453 people in R&D in 2006. Nokia Research Center, founded in 1986, is
Nokia's industrial research unit of about 800 researchers, engineers and scientists. It has sites in seven
countries: Finland, Denmark, Germany, China, Japan, United Kingdom and United States. Production
facilities are located at Espoo, Qulu and Salo, Finland; Manaus, Brazil; Beijing, Dongguan and
Suzhou, China; Fleet, England; Bochum (closing planned for mid-2008), Germany; Komarom,
Hungary; Chennai, India; Reynosa, Mexico; Cluj-Napoca, Romania and Masan, South Korea. Nokia's
Design Department remains in Salo, Finland.
Nokia plays a very large role in the economy of Finland: it is by far the largest Finnish company,
accounting for about a third of the market capitalization of the Helsinki Stock Exchange (OMX
Helsinki) as of 2007; a unique situation for an industrialized country. It is an important employer in
Finland and several small companies have grown into large ones as Nokia's subcontractors. Nokia
increased Finland's GDP by more than 1.5% in 1999 alone. In 2004 Nokia's share of the Finland's
GDP was 3.5% and accounted for almost a quarter of Finland's exports in 2003. In 2006, Nokia
generated revenue that for the first time exceeded the state budget of Finland.
Finns have ranked Nokia many times as the best Finnish brand and employer. Nokia is listed as the 5th
most valuable global brand in Business Week's Best Global Brands list of 2007 (1 st non-US
company), the 20th most admirable company worldwide in Fortune's World's Most Admired
Companies list of 2007 (1 st in network communications, 4th non-US company), and is the world's
119th largest company in Fortune Global 500 list of2007, up from 131 of the previous year.
At Nokia we feel that sound environmental and social principles are an important part of sustaining a
successful and responsible business. We work hard to anticipate risk, demonstrate company values,
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enhance the governance practices, increase employee satisfaction, and look after the environment and
communities where we do business. We expect the companies in the supplier network to take a similar
ethical business approach and to demonstrate progress and achievements in these areas as well as in
educating and overseeing the practices of their own suppliers.
The principles that underline the approach are:
Integrating sustainable practices into the business - The aim is to ensure that
environmental, ethical, and health and safety issues, as well as labor practices, are not
separate add-on features. They are embedded within all the sthecing processes, including
supplier selection and relationship development. We expect those companies in the supplier
network to take a similar approach.
Close co-operation - One of the core development principles is to work closely with
customers and suppliers. It allows end-to-end efficiency and speed – key success factors for
the entire supply chain. In addition to customers and suppliers, we also engage with other
stakeholders such as non-governmental organisations, governmental organisations and
industry associations to look at supply chain issues from an industry perspective.
Continuous improvement - We continually strive to improve the way of working as we learn
how to be more effective and efficient. As a result, the requirements, tools, methods and
processes described in these pages will develop over time.
TRAINING & BUILDING CAPABILITY
Building capabilities within the own organization and the suppliers' is important for sustainable
improvements
We help suppliers improve their management of corporate responsibility (CR) issues by meeting with
them and providing training, sharing examples of best practice from Nokia’s own operations or from
other case studies. We help suppliers develop their own internal CR organization and embed CR
within their business starting with a commitment from the top. We also work with Tier One suppliers
to help them manage their own supply chains.
It is becoming increasingly apparent that training and capacity building amongst companies in the
supply chain are important for driving sustainable improvements to support monitoring programs.
Therefore, as part of the Global e-Sustainability Initiative (GeSI) Supply Chain Working Group
(SCWG), we actively participate in the Learning & Capability Building sub work group.
See Industry Collaboration for more information about the work with GeSI.
Internal training
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Before the suppliers can be expected to meet the requirements, it is first important that own sthecing
personnel are familiar with the requirements and commitments so that they can support
implementation and ensure consistent messaging.
Internal training is provided to new sthecing personnel and existing personnel receive training and
information sessions on new requirements.
For information on conducted internal training sessions see Progress and targets
Supplier training
Supplier training helps:
New suppliers to understand the expectations (e.g. NSR, Environmental Requirements for
Nokia products)
Existing suppliers to understand and implement new requirements (e.g. new material
restrictions, updates to NSR), and
Existing suppliers to build competences to meet existing requirements (e.g. address non-
conformances from on-site assessments).
The trainings focus on the Nokia Supplier Requirements, labor conditions, health and safety in the
work place, design for the environment, and substance management. For the latest information on
supplier training sessions see Progress and targets.
Supplier cooperation & development programs
In order for any company to systematically drive social and environmental improvements, it is
necessary to have both management support and an effective management system in place. One of the
ways in which we help to build sup pliers’ Social and Environmental Responsibility (SER) capabilities,
is to work with them to develop their own internal Corporate Responsibility (CR) organization and
embed CR within their business starting with a commitment from the top. We do this by meeting on a
regular basis, helping to get management support and sharing examples of best practice from Nokia’s
own operations or from other case studies.
In 2007 we initiated a cross-commodity development program with Foxconn (See A supplier’s view),
a global contract manufacturer and component supplier based in Taiwan. We helped the company set
up a corporate CR structure connected to business units, and to define a corporate CR commitment.
Nokia has been working with Foxconn for a number of years, meeting regularly to share best practice.
Since 2007 we have expanded this work and for the latest information please refer to Progress and
targets. Although the suppliers are at different levels in their CR jtheney and organized in different
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ways, the objectives have been similar; to ensure they commit to and implement effective CR
programs, targets, monitoring practices and reporting.
A Supplier's view
"In 2007, Foxconn was advised by the customer to adopt industry best practice and set up an internal
Global Social and Environmental Committee. That advice has helped us plan and manage social and
environmental issues in a systematic, responsive and effective manner similar to the business value
propositions we deliver to customers with the products and services.
The Committee holds regular meetings to bring in new improvement agendas. For example, new
initiatives in 2007 included energy efficiency, air quality control and power saving. Through the
guidance of the customer and the internal organizational change, Foxconn has made progress in socialand environmental responsibility, developing a Code of Conduct in 2007, improving employee
benefits, and ensuring cleaner, safer and more enjoyable working conditions. We have renovated
existing buildings and set up new facilities offering employees after-work activities focused on
entertainment, learning and health.
Foxconn embarked on its jtheney of corporate social and environmental responsibility (SER) in 2004,
but without Nokia’s help this ‘quantum leap’ and significant progress wouldn’t have been possible.
This is genuinely a realization of supply chain collaboration and partnered actions."
Executive Director of Foxconn Global Social & Environmental Responsibility Committee
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HISTORICAL BACKGROUND
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 southwestern Finland, where
the Nokia story begins.
1898: Finnish Rubber Works founded
Arvid Wickstrom founds Finnish Rubber Works, which will later become Nokia's rubber business
Nokia India Background
Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-
ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network.
Nokia started its India operations in 1995, and presently operates out of offices in New Delhi,
Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operations comprises of the
company's handsets and network infrastructure businesses, R&D facilities in Bangalore, Hyderabad
and Mumbai and manufacturing plant in Chennai. The handset business is supported by a team of
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professionals across 3 business groups namely Mobile Phones, Multimedia and Enterprise solutions.
The company has grown manifold over the years with its manpower strength increasing from 450
people in the year 2004 to close to 6000 people currently.
Mobile Phones
Nokia has established itself as the market and brand leader in the mobile devices market in India. The
company has built a diverse product portfolio to meet the needs of different consumer segments,
ranging from entry level phones for first time subscribers to advanced business devices and high
performance multimedia devices for imaging, music and gaming.
India is a very important country for Nokia and is amongst the top three markets for it globally. Nokia
has been working closely with operators in India to increase geographical coverage and lower the total
cost of ownership for consumers. The company has also launched seven Nokia 'Concept stores' in
Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a
complete experiential mobile experience.
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Some fi rsts for Nokia in I ndia:
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 VI in additional local language
2006 - Nokia manufacturing plant in Chennai
2007 - First vernacular news portal
I nf rastructure business
In the infrastructure business, Nokia Networks (now called Nokia Siemens Network) has made
significant progress in realizing business opportunities and increasing its market share in India. Nokia
Networks is now a key supplier to all the top five GSM operators including Bhmii, BSNL, Hutchison,
IDEA and BPL.
Nokia has also set-up it's Global Networks Solutions Center in Chennai, India. The Solutions Center
performs network operation tasks for selected operator customers in the Asia Pacific region as well as
Europe, the Middle East and Africa.
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R & D centers
Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore and
Mumbai. These R&D hubs are staffed by engineers who are working on next-generation packet-
switched mobile technologies and communications solutions to enhance corporate productivity.
Manufacturing in I ndia
Nokia has set up its 10th manufacturing facility in Chennai, India to meet the burgeoning demand for
mobile devices in the country. The manufacturing facility is operational with an investment of USD
150 million announced in March 2006 and currently employs over 4100 people.
Products and services
Nokia has been studying environmental aspects of design for more than a decade and we are working
to continuously improve the sustainability of all our products and services. Rather than introducing
one-off "green" devices, we see this as a staircase of innovations that are then gradually rolled out
across our entire product range, making it easier for people to live sustainable lifestyles.
See devices and services in the environment section for examples and more information.
Product safety and security
All Nokia products are designed and manufactured to be safe for users. We operate safety and security
checks and assessments to achieve this. All Nokia products have been designed to meet relevant safety
guidelines for electromagnetic field emissions, such as those recommended by the International
Commission on Non-Ionizing Radiation Protection (ICNIRP).
See handsets and health for more information.
Nokia has in place preventive product safety procedures and corrective processes for any product
safety issues. We investigate alleged claims of product malfunction and alleged claims related to injury
or damage caused by product use. We normally respond directly to the consumer concerned or, where
a larger number of products are involved, to the general public.
Mobile internet use can expose users to some of the security risks associated with malicious software
(known as malware) on personal computers. Nokia's security implementation is targeted to protect
end-user devices from any malicious attack coming outside by maintaining full control for end-user
decision.
We take all security issues seriously and are developing security controls and preventive measures to
counteract threats. We warn users to protect their mobile device against harmful applications by
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exercising caution when accepting applications sent via Bluetooth or opening MMS attachments as
they may include software harmful to their phones or PCs.
Responsible product and service use
Nokia provides access to a growing range of services and connections through Ovi by Nokia
(www.ovi.com). Our vision is that combining the internet and mobility will let people access content,
communities and contacts from a single place, either directly via a Nokia device or a computer.
These services will allow people to use mobile phones in valuable new ways but some content and
services may be considered inappropriate by some users and may raise concerns regarding their
privacy. We believe the decision about suitability is a very personal one and varies widely within and
between countries. It is important that users (and parents) are aware of the risks they (or their children)
are exposed to and how they can respond to those risks - for example, using access controls and
content filters.
Privacy
Respect for privacy is part of our commitment to observing high standards of integrity and ethical
conduct in all our operations. We aim to adhere to strict privacy standards when we store or process
personal data, and when we develop new products and services.
User privacy has become more important for Nokia as we have developed new services to take
advantage of the convergence of internet and mobile technologies. Our goal is to develop services
users want in ways that ensure their privacy, that minimise the amount of sensitive information that is
handled, and when sensitive information is shared, to treat it appropriately.
Personal data
We aim to store and process personal data (including photographs and voice recordings) in ways
which protect people's private lives by:
Informing users about privacy and data issues and the choices open to them
Getting the consent of the data subject in advance
Collecting and keeping only relevant data
Ensuring appropriate security of files
Taking special care when transferring data to third parties or across borders
Respecting the right to opt out of having personal data used in marketing communications
Where applicable, complying with the legal requirements of some countries for individual
consent to the use of personal data in unsolicited communications
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Obsolescence
The rapid development of technology means that users often want to replace their phone long before it
is technically obsolete. Nokia's development of software updates can help extend product lifespan.
Users can update their phone's operating system (sometimes known as firmware) over the air or
through a personal computer. This often provides extra or improved functions and enhanced
performance.
When people do replace their phones, we make them as easy as possible to recycle.
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Recent Achievements for Nokia I ndia
Ranked the 4th in the Most Trusted Brand Survey by Brand Equity 2007.
Ranked the Nol. MNC in India by Business World, India's leading business weekly -
2007.
Ranked No.1 in the Durables segment for the 2nd
consecutive year by Business World
in its annual survey on Most Respected Companies in India - 2006.
Ranked Asia's most trusted brand in 2006 by the Media-Synovate survey. The survey
was aimed at gauging Asia's top 1000 brands across 15 product and service categories.
Nokia India has been ranked as the overall No.1 telecommunications equipment
vendor (including wireless infrastructure) in the country by Voice & Data for four
consecutive years -2007, 2006, 2005 and 2004.
Nokia was named the 'Brand of the Year' at the Confederation of Indian Industry (CII)
Brand Summit held in Chennai on 16 and 17th February, 2005.
Nokia India won the Golden Peacock Award 2004 for the Nokia 1100, which was
selected as the most innovative product in the telecom segment
In October 2004 and more recently in 2006, Nokia India was recognized as the Most
Respected Company in the Indian Consumer Durables Sector in an annual survey
conducted by Business World, India's leading business magazine
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CHAPTER – IV
THEORITICAL CONCEPT
(MARKETING MIX)
PRODUCT
PRICE
PLACE
PROMOTION
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MARKETING MIX
One of the major objectives of any organization is to become a market leader. This is
not apply to companies, but even to non-profit making organization like educational
institute, hospital, management institute etc. To be able to achieve this objective, it is
important that these organizations be able to assemble their marketing offer, called
marketing mix, in way that it gives them a competitive edge.
MARKETING MIX:-The concept of marketing mix is a set of marketing tools that
the firms uses to pursue is marketing objective in the target market. According to
McCarthy marketing mix is combination of four Ps:-
PRODUCT
PRICE
PLACE
PROMOTION
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PRODUCT
A Product is any thing that can be offered to a market to satisfy a want or need.
According to Phillip Kotler "A Product is bundle of physical services and symbolic
particulars expected to yield satisfaction or benefits to the buyer"
Products that are marketed include physical goods services, persons, places, Organizations,
and ideas.
FIVE LABLE OF PRODUCT:-The new competition is not between what companies
produce in their factories, but between what they add to their factory output in the form of
packaging, services, advertising, customer advice, financing, delivery arrangements,
warehouse and other things that people value.
There is five label of product. They are:-
Core benefit
Basic benefit
Expected product
Augmented product
Potential product
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CLASSIFICATION OF PRODUCT
PRODUCT
On the basis of
tangible
On the basis of user
status
On the basis of
extent of durability
Tangible
Products
Intangible
Product
Non-durable ProducDurable Products
Consumers productIndustrial Products
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Product Line
The product line is a group of product is closely related because they perform a similar
function, are sold to the same customer groups, are marketed through the same channels, or
fall within given price range. Example Nokia mobile:-
30 Series 10 Series
Nokia 3100 Nokia 1006
Nokia 3105 Nokia 1100
Nokia 3108 Nokia 1101
Nokia 3109
classic Nokia 1108
Nokia 3110 Nokia 1110
Nokia 3110
classic Nokia 1110i
Nokia 3120 Nokia 1112
Nokia 3125 Nokia 1200
Nokia 3120
classic Nokia 1202
Nokia 3128 Nokia 1203
Nokia 3152 Nokia 1208
Nokia 3155 Nokia 1209
Nokia 3200 Nokia 1220
Nokia 3205 Nokia 1221
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Nokia 3208
classic Nokia 1260
Nokia 3210 Nokia 1261
Nokia 3220 Nokia 1280
Nokia 3230 Nokia 1600
Nokia 3250 Nokia 1610
Nokia 3280 Nokia 1611
Nokia 3285 Nokia 1616
Nokia 3300 Nokia 1620
Nokia 3310 Nokia 1630
Nokia 3315 Nokia 1631
Nokia 3320 Nokia 1650
Nokia 3330 Nokia 1661
Nokia 3350 Nokia 1662
Nokia 3360 Nokia 1680
classic
Nokia 3390 Nokia 1800
Nokia 3395
Nokia 3410
Nokia 3500
classic
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Nokia 3610
Nokia 3620
Nokia 3650
Nokia 3660
Nokia 3810
30 Series (set no.) 40 series (set no.) 60 series (set no.)
1200 2626 5320
1208 2600 5700
1209 2630 6110
1650 2760 6220
2310 3110 N72
3120 N735220 N76
5300 N81
5310 N82
5610 N91
6070 N92
6080 N93
6085 N95
E50
E60
E61
E62
E65 :
E70
PRICE
TO manufacture, price represents the quantity of money (or goods and services in a barter
system) received by the firm or seller for its products. To a customer, it represents a monetary
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sacrifice; hence his perception of the value of the product.
Price is a important tool of marketing mix who's generate revenue and other expand the
money.
OBJECTIVE OF PRICING:- There are many objective of pricing. They are
Maximize the current profits and return on
investment
Exploit competitive position
Survival in a completive market
Balance price over product line
1) MAXIMIZE CURRENT PROFITS AND RETURN ON INVESTMENST: Many firms
set a price in order to maximize their current profits and returns on investments. They estimate
the current demand and costs associated with different alternative prices and then select the
price that ensure maximum current price, returns on investment, or cash flow. This objective
presupposes the firm's knowledge of cost and demand function. in reality it mat be difficult to
precisely estimate the demand function or even the cost functions. Besides this objective does
not consider the influence of other marketing mix variable on the customers demand.
2) Exploit competitive position: - Another pricing objective is to exploit the firm's
competitive position in the market place. This presupposes that the firm is a leader in the
market. This leadership may arise from the customer perception of its product quality or
technology .being the leader a firm may adopt a skimming, penetrating, or geographic pricing
policy and strategy.
3) Survival in a competitive market: - Some firms face difficulties surviving in the market
place. This problem gets worse when the firm loses its distinctiveness and its products are in
the maturity phase when the customer has a choice from among more efficient and
contemporary substitutes. A firm caught in the web of a matured market shifting customer
references and undifferentiated offers has to have a pricing strategy that will help it to stay
afloat. These firms may resort to discounting its product or even consider running a promotion
to liquidate its stocks.
4) Balancing price over product line: - Product line pricing to maximize long term profits is
another pricing objective. The product line of a firm may have popular and low image product
items. Further there may be fast selling product items and not so fast selling items. A pricing
strategy has to consider all these different categories of products. Firms have to resort to
strategies to achive maximization of profits on their particular product line.
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Place is another key of marketing mix tool,' include various activities the company
undertaking to make the product accessible & available to target customers. Atlas must
identify, recruit and link various marketing facilitators to supply its product and services
efficiency to the target market. It must understand the various types of retailer, wholesalers
and physical distribution firms and how the make their decisions.
Main problem of a manufacture can broadly be divided into two parts, production and
distribution. After production, the next step is to sell and distributed the product safely to
satisfy the needs of the consumers.
According to American marketing Association "A channel of distribution is the structure of
intra-company units and extra-company agents and dealers, whole seller and retailer through
commodity or service marketed.
Thus, a way through which goods flows the producers to the consumers is called "Channel of
Distribution".
"A channel of distribution (route taken sometimes called Trade channel) for a product is the by
the title of the goods as they moves from the producers to the ultimate consumers or in
Industrial uses"
Marketing channel are sets of inter dependant organization involved or the process of making
a product available for the uses or consumption.
So, channel distribution is the means employed by manufacturer and seller to. get their product
to the market and on to the hand of user.
Helpful in the price determination.
To manage the process of distribution easily.
Promotion activities.
Helpful in Communication.
Matching the demand and supply.
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Integrated Channel: - Channel in which the char-mel element participates in a co-
coordinated way
• Vertical Channel: - These are professional managed and centrally programmed network to
achieve economy and maximum market impact.
1.Administration Vertical Marketing Channel: - It coordinated of successive of production
and distribution through size and power of one of the member.
2) Contractual Vertical Marketing Channel: - It consists of independent from at different
level of production and distribution, integration, their programmer or production and
distribution integration their programmer or a contractual basis to obtain more economy.
3) Corporate Vertical Marketing channel:- It combines successive stage of production
and distribution under single ownership.
4) MULTINATIONAL CHANNELS:-Itoccurs where a single firms uses two or more
marketing channels to reach one or more customers segment.
5) HORIZONTAL CHANNELS:-In this two or more unrelated company joins together
to exploit or emerge marketing opportunity.
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PROMOTION
Promotion, the 4th marketing-mix tool includes all the activities the company underales to
communicate and promote its products to the target marke.Atlas have to hire train and
motivate salespeople. It has to set up communication and promotion programs consisting of
advertising, sales, promotion, public relation and direct and online marketing.
PROMOTIONAL TOOlS:-Each promotional tools has its own unique characteristics and
costs. Marketers have to understand these characteristics. They are:-
Advertising
Sales promotion
Personal selling
Direct selling
Public relation
Publicity
Advertising: - There are many types of advertisement. They are
Industrial advertising
Consumer advertising .• Institutional advertising • Product advertising
Primary demand creating advertisement
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Selective brand advertising
Direct advertising
In direct action advertising
Manufacturing advertising
Co- operative advertising
Retail advertising
Magazine & journals
T.V
Radio
Poster
Advertisement boards
Electric display
Sandwich board
Bus, Train, Tram Advertising
Circulars
Business Replay Cards
Price List
Catalogues
Persona I Letter
Novelty items
Folders
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4. MISC. ADVERTISING:-
Counter Display
Window display
Fair and exhibition
Loud Speakers
Internet
Show room
SALES PROMOTION: - Sales promotion collectively comprises the tools used to
promote sales in a given territory and time. They are short-term in nature and designed to
stimulated qUick sales. While advertising creates awareness and provides to the target
consumers the rational to buy a product sales promotion induces him/her to try/buy the product.
In this sense, sales promotion are various type. They are:-
Coupons
>- Discounts
>- Free samples
>- Contests demonstrations
>- Gifts
>- Mail- in coupons
>- Catalogue
>- On- pack coupons
>- Special event
>- Annual sales
>- Festival' sales retailer
>- Special price of two
>- Multi pack
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1. Price promotion: - offer price reduction on the product.
2. Contest promotion: - Promotion of the product is necessary for talking part in
contests that offer prize. E.g. "Britannia khao -'world cup jao'
3.Multiple promotions: - promotion which includes more than one promotional
offer.E.g.Rs 30 off and a multiple jar free on the purchase of a 1-litre pack of Halo shampoo.
4.Add on promotion: - promotion offers a free or an add on product (same or different)
on the purchase.E.g an 8-ml sunsilk shampoo sachet free with 75 gm pears.
5.Exchange promotion: - Price of a product is reduced in exchange of an old product.
E.g. Bring your old colure television and take home an PHILIPS TV for Rs 15,000/-
6.Combination promotion:-Two or more products are offered together at a discount
price or some incentive is given on a combination pack.E.g.save Rs 10 /- on the combined
purchase of a Colgate brush and toothpaste
7.Volume promotion: - Allows additional quantity of the same product free on its
purchase. E.g. get 50 gm extra on the purchase of Tide 100gm
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CHAPTER:-V
> DATA ANALYSIS & INTERPRETATION }> FINDING
> NOKIA'S QUESTION }> SUGGESTION
> CONCLUSION
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MBA-09 SUMMER TRAINING REPORT 51
ANALYSIS DATA & INTERPRETATION
Market is a part of marketing. Marketing research is the function which links the consumer and
public to the marketer through information. Information is used to identify and define
marketing action monitor marketing performances and improve the understanding of marketing
as a process .Hence market research in prices of collecting information on some aspects of
marketing in order to get solution to various marketing related problems.
The following are the main steps in data collection. They are:-
Assessing the type of information required for the study
Establishing the facts required
Identification of the source from where the information can be available
Selection of the appropriate information collection method
PRIMARY DATA:-
Information that has been gathered for the first time is called primary data where the
sources expected to have desired information are connected to various method to
collect the data.
In my study the primary data has been collected by means of questionnaires only the
area of the study for the survey work was restricted to only the coastal area of Orissa
i.e. only cuttack .but almost all the dealers outlets have been covered by the study.
SECONDARY DATA:-
The company manuals past records master files the various websites of the company have been used
for the secondary data study.
SAMPLEING UNIT:-
Each individual dealers and retailers were approached personally with a questionnaire sheet to get the
information.
Data was analyzed with the help of percentages, degree, diagrams, graphs and tabulation.
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MBA-09 SUMMER TRAINING REPORT 52
% Sells of Nokia mobile at my Outlet
TABLE NO.-1
Mobile No Selling % of selling
1200 17 13.49206349
1208 9 7.142857143
1209 20 15.87301587
1650 10 7.936507937
1680 4 3.174603175
2600C 10 7.936507937
2626 30 23.80952381
2630 3 2.380952381
3110 14 11.11111111
3500 3 2.380952381
5610 1 0.793650794
6233 1 0.793650794
6300 2 1.587301587
N82 1 0.793650794
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MBA-09 SUMMER TRAINING REPORT 53
INTERPRETATION: I worked Project Training in Maa Dula Devi Shop at Shikharpur at
Cuttack through Nokia. It was remote area. Here people want only mobile for talk only, so he
want only low price mobile. But when I reached this shop, I sold large no. of 2600c, 3110, and
few no. of 3500, 5610,6233,6300 & N82. In that area no people know about GPRS, Bluetooth,Memory SD Card, and so many. If you said that which type of benefit got after purchase, then
he bought the product or he said to another people, so he advertise your product and our
customer will increase.
1200
1208
1209
1650
1680
2600C
2626
2630
3110
3500
5610
6233
6300
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MBA-09 SUMMER TRAINING REPORT 54
MOBILE MARKET SHARE IN INDIA
Mobile phone giant Nokia’s market share in India has increased to 62.5 per cent in 2007-08
from 53.6 per cent in the previous year, according to a survey by Voice & Data.
TABLE NO. – 2
BRAND SHARE IN INDIAN
NOKIA 62.5
SUMSANG 7.9
MOTOROLA 12.8
SONY
ERICSSON 6.8
LG 2.1
OTHER 7.9
0
10
20
30
40
50
60
70
NOKIA SUMSANG MOTOROLA SONY
ERICSSON
LG OTHER
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MBA-09 SUMMER TRAINING REPORT 55
MOBILE MARKET SHARE IN INDIA
TABLE NO. –
3
BRAND
MARKET SHARE
IN CUTTACK
NOKIA 95.2
SUMSANG 2.4
MOTOROLA 1.4
SONY ERICSSON 0.5
LG 0.4
OTHER 1.1
NOKIA
SUMSANG
MOTOROLA
SONY ERICSSON
LG
OTHER
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MBA-09 SUMMER TRAINING REPORT 56
BRAND AWARENESS BY CUSTOMER IN CUTTACK
TOTAL NO OF CUSTOMER RESPONDED= 120
TABLE NO. – 4
BRAND CUSTOMER PERCENTAGE (%)
NOKIA 90 75
SUMSANG 65 54.16667
MOTOROLA 37 30.83333
SONY
ERICSSON 45 54.16667
LG 30 25
PHILIPS 15 12.5
SAGEM 14 11.66667
GEE PEE 8 6.666667
OTHER 16 13.33333
0
10
20
30
40
50
60
70
80
90
100
CUSTOMER
PERCENTAGE (%)
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MBA-09 SUMMER TRAINING REPORT 57
AGE FACTOR INFLUENCE THE BRAND IN CUTTACK
TOTAL NO OF CUSTOMER RESPONDED= 120
TABLE NO. – 5
0
20
40
60
80
100
120
NOKIA SUMSANG MOTOROLA SONY
ERICSSON
LG OTHER
15-2525-35
35-45
45-65
AGE NOKIA SUMSANG MOTOROLA
SONY
ERICSSON LG OTHER
15-25 60 79 65 72 55 30
25-35 78 78 45 60 40 20
35-45 82 64 40 47 28 14
45-65 110 30 23 21 10 6
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MBA-09 SUMMER TRAINING REPORT 58
CUSTOMER PERFERANCE TKO PRODUCT FEATURE IN CUTTACK
TOTAL NO OF RESPONDED= 50
TABLE NO. – 6
FEATURE
NO OF
RESPOND
PERCENTAGE
(%)
LOOKING
STYLE 42 84
RINGTONE 28 56
PRICE 46 92
BLUETOOTH 28 56
CAMERA 38 76
WEIGHT 8 16
FEATURE 25 50
SLIDING 10 20
BRAND 45 90
MEMORY 30 60
14%
10%
15%
9%13%3%
8%
3%
15%
10%
NO OF RESPOND
LOOKING STYLE
RINGTONE
PRICE
BLUETOOTH
CAMERA
WEIGHT
FEATURE
SLIDING
BRAND
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MBA-09 SUMMER TRAINING REPORT 59
BRAND RANKING ACCORDING TO SALES SERVICES
TOTAL NO OF RESPONDED= 100
TABLE NO. – 7
SD
20%
18%
15%16%
15%
9%7%
NOKIA
SAMSUNG
SONY ERICSSON
MOTOROLA
LG
USHA LUXES
OTHER
BRAND
NO. OF
RESPOND
PERCENTAGE
(%)
NOKIA 85 85
SAMSUNG 80 80
SONY
ERICSSON 63 63
MOTOROLA 70 40
LG 65 65
USHA
LUXES 40 40
OTHER 30 30
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MBA-09 SUMMER TRAINING REPORT 60
The analysis of the sample study depicts the following important facts
1.Nokia has created good Brand awareness in the TALCHER.
2.Most of the dealers are aware of Nokia products and wills to sales these products as Nokia is
most selling brand.
3.Nokia ranks as No.1 in the sale of cell phones in the Cuttack market.
4.The most of the customers are going for the stylish look of the product.
5.The after sales service by the company is best among all other brands.
6.According to brand preference I can say that the Nokia is most trusted brand of India with
76% sales in India and 96% sales in Cuttack.
7.The advertisement support given by Nokia goes as such Very best -------------- 2 0%
Best --------------------25%
Good------------------- 5 5%
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MBA-09 SUMMER TRAINING REPORT 61
8.All cell phone companies give attractive sales promotion in TALCHER.
9.The person belonging to the higher middle class and upper class prefers set in the range of
10K to 15K.
10.Nokia's biggest competitive advantage in the global cellular phone market is that it has a
wide range phone at every price point and for every market.
11.Motorola and Samsung are quick to copy the features of Nokia that are their differentiating
factor.
12.N-series phones are convergence mobile device supporting digital multimedia services
within an affordable rang of 8K to 15K.
The Nokia's E-series phone incorporate mobile e-mail and advice voice called function and
supported 3G cellular networks in addition to regular features, which basically useful for
corporate persons
Selling or sales jobs have been compared to works of art and salespersons compared with
artists. For works of art there is no sanitation or quality control. There may be some thumb
rules of concepts colure and designs; but the outcome or the final product can be as diverse as
the final product can be as diverse as the creation of street painters or that of Picasso. For
selling too there are ground rules, but those hardly explain the great heterogeneity among the
sales persons- ranging from the street hawkers to salespersons successfully selling a BMW or
a NOKIA ESeries.
This however; does not imply that salespersons are not governed by rules codes of conducts or
discipline. There certainly are. They are also governed by company political towards pricing,
discounts, functional freedom or authority reward system .In Fact Company's sales policy
influence to a large extent, both the profiling and the performance of salespersons.
Salespersons personal traits are of course major contributing factors.
PRACTICAL ASPECT OF SALES:- Now coming to the practical experience which we
have gained during this summer training is that the product in the product in the price band
<2000 is haVing much more sales than that of the high end sets within the price band of 20000
and above.
The product like 3110, 5300, 2626, 2600c have got better sales than products having
additional features but are not chosen by customer mainly for reasons like.
Price being very high like that of 5310
He Price is no doubt a factor but futures also matter this specialty faced between 1650 &2626
The sale of the product does not only depend on price and attributes of the product the place is
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MBA-09 SUMMER TRAINING REPORT 62
also a factor for sales the products hike E61: is a cell having all factors with an affordable
range of 15000 Rs but it is not available in Cuttack Markets.
This sale of products (cell phone) depends on the after sales services.
The after sales services specially associated with NOKIA phone - warranty on set i.e. 14years,
Battery +charger - 6 month, these services is carried out by NOKIA Care, free of cost but
condition apply.
This service of NOKIA Care in Cuttack market is not good as such the many customers are
harassed and so I would like the NOKIA authority to take some steps towards this. This will
increase the sales.
VALUE ADDITION
THEORITICAL ASPECTS: -The final pricing decision by a company for its product would
depend on its value to the customer pricing methods based on customers value are:-
Perceived value pricing
Value for money pricing
1. Perceived value pricing: - It is not enough to offer value to the customer but, the customer
must perceive value in his own value judgments. It is also the customer who has to decide how
much value he is getting for money.
In perceived value pricing the price value matching is important and companies should is
important and companies should realize this. The customers mind and make products
according to that. This is specially applicable for products in the range of above 10000.
2. VALUE FOR MONEY PRICING: -Value for money pricing is now seen as more than a
pricing method it is used as a complete marketing strategy. For example:- Videocon did it
when they launched their 63cm flat screen Bazooka when BPL's FHR and Onida's KY series
modules were dominating the flat screen TV segment. The market research showed that value
of Bazooka as perceived by prospects were around Rs 25000 But driven by values for money
strategy it priced Bazooka at Rs21000 only. This it captured the market.
Similar NOKIA should first show the customer through advertisement the
,
this are the features a mew models is having and take a customers feedback as to
what should be the appropriate for this product and place its price in a range be low that then it
will be welcomed by customers.
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MBA-09 SUMMER TRAINING REPORT 63
In practically view for NOKIA value addition are:-
Improve the sales kit
Stronger keypad should be paid in basic set ~ Open the priority dealer outlets in cuttack
Nokia need proper brand ambassador campaign in which face of the brand ambassador should
be shown to the prospective customer.
Better quality of camera should be provided with music series sets, where video.
Local customer service should be displayed in all outlets.
Visual merchandise is specially associated with retail industry mastery. As nokia is a basically
coking under this type of industry so it is no doubt important for Nokia to make visual
merchandising. Visual merchandising is making proper display of the products. It can be done
by various methods.
Advertising the new coming and popular running models in the television.
By making proper hoardings of models.
Make the demo models available in all counters.
Special instruction should be given to outlets to make the displays of Nokia products in such a
way that it looks attractive to customer.
The proper visual merchandising is required is today's world, as there are make competitors of
all products. The best examples of visuals display are the booming retails stores like Spencer,
pantaloons, lootmart.
The knowledgeable and alert sales person can make a difference to the:-
Quality of customer service and information provided to them
Rotation of stock
Identification of slow selling lines
Identification of low stocks (identification the need for orders to be placed)
Levels of sales achieved
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MBA-09 SUMMER TRAINING REPORT 64
Failure to rotate stock properly can also lead to stock loss through damage wastage or even
theft. You will have noticed that your firm has some specific ways of presenting its stocks and
services to customers. These have probably been decided on as a result of careful
consideration of:-
How customers behave in your business.
The best ways t make stock look attractive
potential for impulse purchasing
The owners own experience and expectations as customers
COMPETITION
"Competition is a necessary evil"
It is necessary because it indicates the health of the industry as reflected by the product range
and depth of distribution.
Competition spurs new product development. This has been observed for all product graphs in
the Indian markers.
Competition induces marker leaders to enhance efficiency of their existing products introduce
their new variants and even enter new product markets.
STAGE OF COMPETITION: - Mass production led to the stage of competition.
Facing competition now becomes the main issue. Manufactures had to make sustained efforts to ensure
that their products were preferred to those of their competitors.
LAW OF COMPETITONS:-"To formulated long term strategy your must know the competition
plans"
In marketing as in corporate activity we need both a short term strategy a long term strategy. Short-
term strategy is to maximize today's sales revenue and profits long term strategy is for survival growth
and diversification. For formulation of long term strategy a company must identify the plans of the
existing as well as potential competitor's .This is essential for knowing about changing product profiles
new substitutes or ·complementariness possible invasion by foreign players brands etc. without this
knowledge long term strategy wi'! be knowledge long arm strategy will be failure.
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A company may be planning to Increase its marketing share based on the present competition
level and the marketing structure but a cometitors existing or new may upsets all its plans.
PRACTICAL ASPECT OF COMPETITORS:-The practically aspect of competition faced
by us in multi branded outlet where we placed are:-
They should be surveys team who should be surveys team who should regularly conduct
competitive analysis:--
What is the purpose of competitive analysis?
In today's market, you must know what your competitors are doing to stay
ahead of them in this field of competition. Many businesses believe that they are providing
good products to their customers, but they do not have reliable
the competition.
A competitive analysis performed by an un biased third party is an invaluable tool because it
can help you to identify ways to attract new customers as well as to maintain its potential
customers.
Competitive analysis gives you a realistic view of your competition. It also gives you the
opportunity to identify improvements in areas like manufacturing processes, customer
services, marketing claims. it saves times and money while making promotional and
marketing decision.
Identify necessary changes in your process to curtain the cost. ~ Identify new ways to attract
customers from your competitors. ).- Get realistic view of your competition.
Discover new ways for improvement in ones business practices. ~ Foresee market changes and
demands.
WHAT IS THE NEED FOR COMPETITIVE ANALYSIS?
The traditional view of competition focused on the variables of the market strategy, such as
production quality keeping delivery schedule, attractive prices and aggressive promotions. The
liberalization process has made it essential for firms to go beyond these boundaries. There is a
need to understand and answer some of the fundamental questions with regard to "why" and
"how". A firm has to consciously answer the following questions:
What are the drivers of competition in the specific industry?
What are the anticipated actions of the companies in wake of increased competition?
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MBA-09 SUMMER TRAINING REPORT 66
WHAT WIll COMPETITIVE ANALYSIS REVEAL ABOUT NOKIA'S PRODUCTS?
Who are its competitors?
What advantages NOKIA have over the competition?
What weaknesses it is having when compared to its competitors? The readiness of the new
product in the market
A realistic view of customer's
Our main competitors are Samsung Motorola Sonyericsison Ushers lexes, sazem in the
markets. In this time our position is better than our competitors. In India our market share is
65% and other share are 45 % (including all mobile company). In Cuttack our (Nokia) market
share is 95%and 5% total mobile company.
LOGISTICS
Logistics is basically integration of two distinct functions - Material management and physical
distribution management.
Basically logistics management is improved concept of Supply chain management. This
logistics is having following benefits.
Independent efforts for investment management ~ Minimize firms cost
Covered within a short period of time
It is only limited to need of current transaction
logistics Decision: - Major distribution on decisions impacting customers value are:-
1.Order processing :-Order processing includes order entering in which order is actually
entered into NOKIA's information system order handling, which involves locating ,assembling
and moving product into distribution and delivery, it is the process by which the products are
made available to the customers.
2.Warehousing: - Warehouses are used to store goods ulntile there sold. Another type of
facilities is the distribution center which is design ed to effectively received goods form
suppliers and then fill orders for individual stores. A company may have its own warehouses
and distribution centers or pay special list to provide this facilities. This is practically carried
out in cuttack markets by cellmate, the owner of which is Sidhartha Roy.
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MBA-09 SUMMER TRAINING REPORT 67
3.Investment management:- Proper inventory management ensure that a company neither
runs out of manufacture accompany finished goods nor incurs they expenses and risk of carry
expenses risk of carrying excessive stocks of this item.
4.TRANSPORTATION: - finally transportation decisions concern with five methods. A
company use to move its products by rail, truck, air, water or pipe line.
WHERE,
EXPERIENCE IN OUTLETS
I am gained more experience in particular outlet or shop of Nokia Mobile. My experiences
are:-
How to diagnosis customer need
How to approach a customer
How to motivate a customer
How to handle the enquiries objection of the customers
How to know in which price baskets the customers can buy product .• How to satisfy his needs
finalize the sale
The various things apart from the answered of question which I learnt are:-
The one purism which can be said about people is that they are all different and. part of the
salespersons challenge is try to get onto their wavelength as quickly as possible
A simple question about cast needs :will save considerable
embarrassment especially it someone have the habit of making the wrong assumption.
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MBA-09 SUMMER TRAINING REPORT 69
The product is important but perception of the products more important.
To become successful in marketing own a special attribute in customers mind. Though it has
already one special attribute but its should show other attributes which are not in ant other
product (competitor)
The better strategy us always to be first in the mind and in the marketing place. First try to
capture the buyers mind and then place it in the market .i.e. first start company about the
product in TV radio other medias then launch the product
Proper selling agents or promoters should pe recruited who is well equipments with sales tools
or marketing techniques; so that selling process is enhance my recruitments of technical
mentors should be done.
Better after sales services should be provided, on repairing of sets should be done within a short period of time so hat customers does not feet harassed better image id created in him mind
about the product as one customer reference will bring more customer for similar product.
It is important that your customers or they may find it difficult to beUeve what you say
It is the salesperson who has to make the adjustments adopting the most approach and body
language to put customers at thelir ease.
The customers should be never shown don't care attitude.
One ~hould be sensilive to customer's preference by varying yuur position and observing
whether this has a effect on them.
Customers sometime uses the silence method to encourage the salesperson method to
encourage the salesperson to create special offers just to close the sales
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