CONTENTS Part I: Chapter I 1. Introduction 2. Need of the study 3. Scope of study 4. Objective of study Part II: Chapter II 1.

Research Methodology 2. Limitation Chapter III 1. Descriptive work on sub topic of study Chapter IV
1.

4-24 25 26 27

30-42 43

45-55

Data Analysis & Interpretation

57-85

Chapter V
1. 2.

Conclusion Recommendation and Suggestion

87-88 89-92

Chapter VI
1.

Bibliography

94

Chapter VII 1. Apendices 96-100

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PART 1

CHAPTER 1
Introduction Need of study Scope of study Objective of study

INTRODUCTION
From its inception, Nokia was in the communications business as a manufacturer of paper- the original communications medium. Then came to technology with the founding of the Finnish Rubber Works at the turn of the 20th century. Rubber and Associated Chemicals were leading edge technologies at that time. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and, quite naturally, to the manufacture of Cables for the telegraph industry and to support that new fagled device the telephone. After operating for 50 years, an Electronics Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications. Nokia Corporation was formed in 1967 by the merger of Nokia company the original paper making business with the Finnish Rubber Works and Finnish Cable Works. Design has always been important at Nokia and todays mobile phones are regarded as a benchmark for others to follow. Take, for example, multi-colored, clip-on facias, which turned mobiles into a fashion item, overnight. But Nokia has always thought like that and back in the fashion conscious 1960s when one branch of the corporation was a major rubber manufacturer, it hit on the idea of making brightly colored

rubber boots at a time when boots followed the Henry Ford principle you could have any color, so long as it was black! The 60s, however, were more important as the start of Nokias entry into the telecommunications market. A radiotelephone was developed in 1963 followed, in 1965, by data modems long before such items were even heard of by the general public. In the 1980s, everyone looked to microcomputers as t he next big thing and Nokia was no exception as a major producer of computers, monitors and T.V. sets. In those days, the prospect of High Definition T.V., Satellite Connections and text services fuelled the imagination of the fashion conscious homeowner. In the background, however, changes were afoot. The worlds first international cellular mobile telephone network, NMT, was introduced in Scandinavia in1981 and Nokia made the first car phones for it. True enough, there were transportable mobile phones at the start of the 80s but they were heavy and huge. Nokia produced the original hand portable in 1987 and phones have continued to shrink in inverse proportion to the growth of the market ever since. It took a technological breakthrough and a change in the political climate to create the wire-free world people is increasingly demanding today. The technology was the digital standard, GSM, which could carry data in addition to high quality voice. In 1987, the political goal

was set to adopt GSM throughout Europe on July 1 st 1991. Finland met the deadline, thanks to Nokia and the operators. Politics and technology have continued to shape the industry. The 80s and 90s saw widespread deregulation, which stimulated competition and customer expectations. Nokia changed too and in 1992 Jorma Ollila, then President of Nokia Mobile Phones, was appointed to head the entire Nokia group.

HISTORY OF NOKIA
Year 1969 Nokia introduced the world's first 30-channel PCM (Pulse Code Modulation) transmission equipment conforming to the standards of CCITT (Consultative Committee on International Telegraphy and Telephony). Year 1981 The world's first international cellular mobile telephone network NMT opened in Scandinavia with Nokia introducing the first car phones for the network. Year 1982 Europe's first digital telephone exchange, the DX 200. Year 1984 The world's first portable NMT car telephone, the Nokia Talkman.

Year 1987 The world's first NMT handportable, the Nokia Cityman.

Year 1988 The world's first ISDN (Integrated Services Digital Network) exchange conforming to CCITT standards, manufactured by Nokia, was brought into use in Finland.

Year 1989 The world's first Actionist trucking mobile radio network was brought into operation. The world's first fast-poll 14,400 bps (bits-per-second) modem. Year 1990 The world's first Radio Data System (RDS) and Mobile Search (MBS) text pagers.

Year 1991 The first manufacturer to have a large-scale production-ready GSM phone.The world's first genuine GSM call made using Radiolinja's network, supplied by Nokia.

Year 1992 The Nokia 1011, the first digital handportable phone for GSM networks.The Nokia 100 series, the first family of handportale phones for all analog networks.

Year 1993

The first Personal Communications Network based on GSM 1800 standard delivered by Nokia.The world's first SMSC (Short Message Service Centre) taken into commercial use in Europolitan's Nokia network.The world's first credit card size cellular modem card developed with AT&T Paradyne.

Year 1994 The first offical GSM call in the People4s Republic of China made on a Nokia phone on Beijing TA4s network, supplied by Nokia.The first European manufacturer to start selling mobile phones in Japan.The world's first Data Communications Server (DaCS), providing fully digital, fast access to corporate LANs.The world's first digital cellular data products, including the Nokia PC Card and the Nokia Cellular Data Card.Inmarsat made the world's first satellite telephone call with Nokia's pocket-size GSM handset.The first manufacturer to launch series of handportable phones for all digital standards (GSM, TDMA, PCN, Japan Digital). The Nokia 2100 was the world's smallest and lightest family of digital products.

Year 1995 The world's first integrated wireless payphone.The new joint venture, Beijing Nokia Mobile Telecommunications Ltd., was established: the first factory to manufacture large scale GSM systems and equipment in China.

Year 1996

The first digital multimedia terminal in the world, the Nokia Mediamaster.The Nokia 8100 product family, the first with an innovative, ergonomically comfortable design. Chinese character short messaging service and Chinese user interface were launched in the Nokia 8110 mobile phone. Nokia was the first manufacturer to offer both simplified and traditional character sets in the same phone. The Nokia 2160, the first available dual mode AMPS/TDMA phone. The Nokia 9000 Communicator, the world's first all-in-one mobile communications tool introduced at the CeBIT exhibition. Year 1997 The world's first four TETRA networks were delivered by Nokia. A new handset for the NMT 450 standard, the Nokia 540, which is the world's first NMT phone with Navi Key. The next generation GSM product family, the Nokia 6100 series. New standards for operating times and a set of innovative industry-first features, including audio quality and an entirely new Profile function which enables users to adjust the phone settings according to various situations.

Next generation half-rate hand portable for the digital PDC standard in Japan. With this introduction, Nokia is the first company to demonstrate an entirely new, innovative feature for PDC handsets, which enables calling by voice activation.

The world's first GSM dual band base station, the Nokia GSM 900/1800 Dual Band BTS. This provides the possibility to integrate GSM 1800 transceivers (TRXs) into an existing GSM 900 Base station(BTS). The first call on the Helsinki City Energy

Company's digital TETRA network was made. The network, called officially Helen Net

by Helsinki City Energy Company, is the world's first network taken into operative use, according to the TETRA standard.' The Nokia 3810, the first mobile phone specially designed for Asian consumers

Year 1998 Nokia delivered world's first ETSI standard ADSL and IP network to Telecom New Zealand, thereby marking the start of commercial delivery of broadband data services using the ADSL network. The Nokia 9110 Communicator, the first hand-held mobile device supporting wireless imagining. The Nokia 5100 series, the first mobile phones with user-changeable covers. The world's smallest NMT 450 phone, the Nokia 650, sets a new benchmark for NMT 450 technology. As a special additional feature and first in the market, the Nokia 650 has a built-in FM radio. Year 1999 Nokia introduced the world's first high-speed data terminal for wireless networks: the Nokia Card Phone 2.0 brings about a four-fold increase in data transmission speed. Nokia completed the world's first WCDMA (Wideband Code Division Multiple Access) phone call through a public switched telephone network. Nokia announced the world's first media phone that is based on the Wireless Application Protocol (WAP) in Mobile Media Mode. The Nokia 7110 dual band GSM 900/1800 media phone has been designed to enable easy access to Internet content from a mobile phone.

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Year 2000 Nokia introduced the world's first IPv6-enabled end-to-end GPRS network. Operators can use Nokia GPRS networks to provide their customers with new types of services that bring benefits offered by IPv6, such as global reachability and end-to-end security. Nokia introduced the world's first TETRA WAP browser which brings powerful WAP applications to TETRA professional mobile radio networks. WAP over TETRA provides a new method of data communication for professionals. It enables real-time direct access to various customer and technical databases in only a few seconds.

Nokia has combined the versatility of WAP with the power of TETRA to introduce the world's first WAP services for digital professional mobile radio users. The new WAP services have been developed in co-operation with Finnish companies Helsinki Energy and Tekla Corporation. Nokia and Sonera have completed tests that bring roaming capabilities for IP traffic between GPRS networks for the first time in the world. Nokia and Scandinavian Airlines Systems announced a partnership to bring Nokia mobile phones to the selection of goods sold on all international SAS flights. This is the first time mobile phones will be sold on airplanes. Nokia launched the Nokia LiveSite platform, the world's first WCDMA implementation which is compatible with the latest 3GPP standards for third generation networks. Nokia successfully carried out the world's first WAP service over a trial WCDMA system. The tests were completed in Beijing, China, where Chinese language WAP services were transmitted via the WCDMA system and radio network. Nokia, a founding member of the SyncML initiative, announced that it had successfully demonstrated the world's first wireless Internet synchronization using the SyncL protocol.

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Nokia is the first vendor in the world to bring full mobile IP packet data functionalities into TETRA networks. Nokia TETRA IP significantly enhances access to WAP services and more efficient WAP service development is possible with new TETRA IP functionalities. Nokia announces world's first GPRS roaming between M1 Singapore and Cable and Wireless HKT Mobile Services, Hong Kong. This is the first announcement of its kind in the world for GPRS inter-operator roaming.

Year 2001 Nokia introduces the industry first multimedia messaging solution, the Nokia Artuse (TM) MMS (Multimedia Messaging Service) Center, a high-capacity platform for the next wave of mobile messaging. The solution enables operators to introduce multimedia messaging services combining new rich content, such as audio and video clips, photographs and images with the traditional text messaging.

Nokia and the Finnish operator Sonera conducted the world's first Wireless LAN roaming based on GSM technology. Sonera is making use of Nokia technology that allows mobile operators to offer broadband wireless Internet services in Wireless LAN access zones. Year 2002 Nokia succesfully made the first 3G WCDMA packet data calls between its commercial network infrastructure and terminals in its laboratories in Finland. The Nokia 3G WCDMA network and terminal used were based on the commercial standard level

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known as 3GPP (3rd Generation Partnership Research research project) Release 99 June 2001 version. This was the first time that packet data has been transmitted end-to-end on a commercial system based on the above mentioned commercial standard.

Year 2003 Nokia announced that the world's first cdma2000 1xEV-DV high-speed packet data phone call was completed at Nokia's CDMA product creation center in San Diego. The call, achieving a peak data rate of 3.09 Mbps, was made between a test set based on a commercially available Nokia 2285 handset upgraded with a Nokia 1xEV-DV chipset and a Racal Instruments, Wireless Solutions Group, 1xEV-DV basestation emulator. This chipset is the world's first to support complete 1xEV-DV Release C functionality.

Year 2004 Using Nokia's CDMA Dual-Stack handset, Nokia demonstrated the industry's first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. The demonstration highlighted real-time streaming video with seamless handoff between two CDMA access networks using Mobile IPv6. Nokia announced the Nokia NFC (Near Field Communication) shell, the latest step in the development of innovative products for mobile communications, in November. With the Nokia NFC shell on their phone, consumers will be able to easily access a variety of

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services and conveniently exchange information with a simple touch gesture utilizing NFC technology. In October, Nokia and TeliaSonera Finland successfully conducted the world's first EDGE-WCDMA 3G packet data handover in a commercial network. Achieving a first for the Asia-Pacific region, Nokia, MediaCorp Technologies, M1 and the Media Development Authority of Singapore jointly showcased a live end-to-end mobile phone TV broadcast over a DVB-H (Digital Video Broadcast - Handheld) network at the Nokia Connection event in Singapore. Nokia and Texas Instruments Incorporated introduced the first pre-integrated and validated Series 60 Reference Implementation based on TI's OMAP(TM) processorpowered reference design in February. The Reference Implementation is available immediately to Series 60 licensees.

Year 2005 The Nokia 6630 imaging smartphone has as the first device in the world achieved global GCF 3G WDCMA Certification. The certification was achieved based on the requirements defined by Global Certification Forum (GCF), an independent industry body which provides network compliancy requirements and testing for GSM/WCDMA mobile devices. SBS Finland's Kiss FM became the first radio station in the world to begin Visual Radio broadcasts. This unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before.

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Nokia introduced a new product for secure mobile contactless payments and ticketing. The world's first Near Field Communications (NFC) product for payment and ticketing will be an enhanced version of the already announced Nokia NFC shell for Nokia 3220 phone.

Year 2006 In year 2006 nokia launched 7710, a touch screen cellphone with wide display. Nokia 8800 Sirocco gold and diamond edition were also launched in this year.

Year 2007 Nokia brought a drastic change in the cellphone industry by launching N series in the market, which include a 1.3 megapixel camera n addition static ram which increases the work efficiency on handphones. The company launched 2 handsets in the market namely N70 and N90.

Year 2008 Because of some technical error in the mainframe of inbuilt software of N 70 and N90, the company suffered a huge loss of reputation in the market. To cope up with this situation it launched improved handset of the N series .Some cellphones which were launched in this year are nokia 6708, N72, N80, N91 and N95

Year 2009-10

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Along with the increment of N series, nokia launched its Eseries. Nokia added N73, N81, N82, N85 and N95(8 gb) in the N series. Some of the model name of cellphones of Eseries are E61, E63 and E90. Nokia phones Nokia remains the world's number one manufacturer of mobile phones, although its position is under threat from other manufacturers, particularly Sony Ericsson and Samsung. Nokia have the advantage of outstanding loyalty from its traditional customers, together with a perceived reputation for reliability and user-friendliness. One of Nokia's problems is its difficulty in competing against electronics giants like Sony and Samsung with their unparalleled expertise in technologies like digital photography and LCD displays. As these technologies become more and more important in modern phones, the gap between Nokia and its rivals becomes more apparent. Nokia's response is to focus more on innovative design and the concept of a "fashion" phone. However, at the top end of the market, Nokia has a dominant position in the smartphone market with its Series 60, SeriesN and SeriesE platform.

CELLULAR
A type of wireless communication that is most familiar to mobile phones users. Its called Cellular because the system uses many base stations to divide a service area into multiple Cells. Cellular cells are transferred from base station to base station as a user travels from cell to cell.

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The basic concept of cellular phones began in 1947, when researchers looked at crude mobile (Car) phones and realized that by using small cells (range of service area) with frequency reuse they could increase the traffic capacity of mobile phones substantially. However at that time, the technology to do so was nonexistent. Anything to do with broadcasting and sending a radio or television message out over the airwaves comes under Federal Communications Commission (FCC) regulation. A cell phone is a type of two-way radio. In 1947, AT & T proposed that the FCC allocate a large number of radio spectrum frequencies so that widespread mobile telephone service would become feasible and AT & T would have an incentive to research the new technology. We can partially blame the FCC for the gap between the initial concept of Cellular Service and its availability to the public. The FCC decided to limit the amount of frequencies available in 1947, the limits made only twenty-three phones conversations possible simultaneously in the same service area not a market incentive for research. The FCC reconsidered its position in 1968, stating if the technology to build a better mobile service works, we will increase the frequencies allocation, freeing the airwaves for more mobile phones. AT & T and BELL labs proposed a cellular system to the FCC of many small, low-powered, broadcast towers, each covering a Cell a few miles in radius and collectively covering a larger area. Each tower would use only a few of the total frequencies allocated to the system.

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As the phones traveled across the area, cells would be passed from tower to tower.

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WIRELESS STANDARDS
ANALOG SERVICE: A method of modulating radio signals so that they can carry information such as voice or data. Analog cellular phones work like a FM radio. The receiver and transmitter are tuned to the same frequency, and the voice transmitted is varied within a small band to create a pattern that the receiver reconstructs, amplifies and sends to a speaker. The drawback of analog is the limitation on the number of channels that can be used.

DIGITAL SERVICE: A method of encoding information using a binary code of 0s and 1s. Most new wireless phones and networks use digital technology. In digital, the analog voice signal is converted into binary code and transmitted as a series of on and off transmissions. One of digitals drawbacks is that there are three digital wireless technologies, CDMA, TDMA, and GSM. Phones that work with one technology may not work on another.

TDMA IS-136 (TIME DIVISION MULTIPLE ACCESS): It is an update to TDMA IS-54, also called Digital AMPS or D-AMPS. Released in 1994, TDMA IS-136 uses the frequency bands available to the wireless network and divides them into time slots with each phone

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user having access to one time slot at regular intervals. TDMA IS-136 exists in North America at both the 800 MHz and 1900 MHz bands. Major US carriers using TDMA and AT & T wireless services, BELL SOUTH and SOUTH WESTERN BELL.

CDMA IS-95 (CODE DIVISION MULTIPLE ACCESS): It is based on a form of spread spectrum technology that separates voice signals by assigning them digital codes within the same broad spectrum. CDMA type technology was used in military communication systems because it was resistant to interface from enemy signals. The Qualcomm Corporation began developing a CDMA wireless system in the late 1980s that was accepted as a standard in 1993 and went into a operation by 1996. CDMA also exists at both the 800 MHz and 1900 MHz bands. The major US carriers using CDMA are AIR TOUCH, BELL ATLANTIC / NYNEX, GTE, PRIMECO and SPRINT PCS.

GSM (GLOBAL SYSTEM FOR MOBILE COMMUNICATIONS): It is based on an improved version of TDMA technology. In 1982, the conference of European posts and Telecommunications (CEPT) began the process of creating a digital cellular standard that would allow users to roam from country to country in Europe. By 1987, the GSM standard was created based on a hybrid of FDMA (Analog) and TDMA (Digital) technologies. GSM engineers decided to use wider 200 KHz

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channels instead of the 30 KHz channels that TDMA used, and instead of having only 3 slots like TDMA, SM channels had 8 slots. This allowed for fast bit rates and more natural-sounding voice- compression algorithms. GSM is currently the only one of the three technologies that provides data services such as email, fax, Internet browsing, and intranet / LAN wireless access, and its also the only service that permits users to place a call from either North America or Europe. The GSM standard was accepted in the US in 1995. GSM-1900 cellular systems have been operating in the US since 1996, with the first network being in the Washington D.C. area. Major carriers of GSM 1900 include omni point, Pacific Bell, Bell South, Sprint Spectrum, Microcell, Western Wireless, Powertel and Aerial.

DIFFERENT TECHNOLOGY
BLUETOOTH TECHNOLOGY It is a technology for wireless communication between devices. Its based on a low cost short-range radio link. Every decorator knows that cables and wires are unsightly and confusing. Bluetooth connections allow wireless communication between devices within a range of about 30 feet (10 meters). Unlike infrared, you dont have to point devices directly at each other, or even have both devices in the same room. Blue tooth can initiate connections automatically with paired devices,

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so you dont even have to think about it. And no, you dont have to pay for a Bluetooth connection; no matter how much data you transfer. When two devices share information, there are a few things that have to be worked out: firstly, how they will physically connect through how many wires? Or none at all? And then what are the agreed commands that will make sense to both devices? Bluetooth is an industry standard that solves both of these issues cheaply, and using very little battery power.

GPRS TECHNOLOGY General Packet Radio Service is a technology that allows your phone to transfer data at moderate speeds. GPRS lets you send data faster than over a GSM data network, and its also a lot more efficient. But data sounds pretty vague. To use GPRS, you need a phone that supports it, a subscription from your network operator that supports GPRS, and the proper settings. GPRS does what it says: it sends packets of data over a radio wave (on GSM network). Packet switching works like a jigsaw puzzle: your data is split into many pieces, then sent over the network and

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reassembled at the other end. GPRS is just one of the ways to transport these jigsaw puzzles.

EDGE TECHNOLOGY Enhanced Data rates for Global Evolution (EDGE) enables data connections three times faster than GPRS within the same multi slot class. Like GPRS, youre billed for the data you transfer, not for the time you spend connected. EDGE opens up a lot of possibilities for connecting to data networks on your mobile phone, making it far less frustrating to stream video and download larger files. To use EDGE, you need a phone that supports it, a subscription from your network operator that supports EDGE, and the proper settings. EDGE is based on General Packet Radio Service, which sends packets of data over a radio wave. Packet Switching works like a jigsaw puzzle: your data is split into many pieces, then sent over the network and reassembled at the other end. GPRS is just one of the ways to transport these jigsaw puzzles.

JAVA TECHNOLOGY JAVA is both a programming language and a software platform, and its used to create and run applications for Nokia phones. With JAVA applications, your phone can do more of the things youd like it to do. Downloading and installing applications is a relatively simple process

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(as is uninstalling them), and there is a wide range of applications available. JAVA was originally developed by Sun Microsystems. Enhancements and standardization of the JAVA platforms are conducted by the JAVA Community Process (JCP), in which Nokia takes on active role together with sun and other members. There are two parts to JAVA technology: a programming language, and an environment in which those commands can be executed. You need an environment where the language means something, so JAVA brings its own environment along. JAVA enabled Nokia phones most Nokia models on the market nowcontain a JAVA Virtual Machine, which is ready to run applications written in JAVA. This makes using new applications easy, because you usually dont have to configure, load, or install anything else.

MMS TECHNOLOGY MMS stands for Multimedia Messaging Service, a technology that allows you to create, send and receive text messages that also include an image, audio, and / or video clip. MMS messages are sent from one mobile phone to another, or to an email address. Multimedia Messaging enriches your mobile messages in much the same way as inserting photos or changing fonts and colors does in email its both useful and expressive.

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MMS messages are sometimes considered equivalent to so called Picture Messaging, popularized by the recent imaging phones boom, but other uses of the technology do exist. You dont need to have an imaging phone to send and receive MMS messages, just an MMS-enabled mobile phone, an operator

management that supports the service, and the correct settings on your handset. Of course, an imaging phone gives you the option of creating and passing on your original images. An MMS message is a multimedia presentation in a single entry, unlike an email with attachments, making it easier to create and simpler to deliver than an email with attachments. MMS is a scalable technology, which means its suitable for most types of mobile phones. And MMS is compatible with fixed email addresses, so it is possible to criss-cross back and forth over the mobile-PC border.

MOBILE BROWSING TECHNOLOGY A mobile browser is simply any program that lets you access and read content on a network from a mobile device usually the Internet or some other mobile network service. As more phones on the market boast high network connection speeds and color screens, mobile browsing is becoming more common (and a lot better looking).

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Many new Nokia models come with an integrated XHTML or even HTML mobile browser, giving you the chance to surf without being chained to a desktop computer. Todays mobile browsers give you richer colors and faster browsing than the original mobile browsers, and most

importantly, a way to access the web at your finger tips. Considering the no-frills WAP sites that started off mobile browsing, the technology has come a long way. In order to browse with a mobile phone, you need to have a phone with a browser (either one thats built in or downloaded), a subscription from your network operator to a data service (GSM data, GPRS, EDGE, WCDMA, etc) and the correct settings on your phone. Then its up to other companies and individuals to build the sites and services you can browse. MOBILE VIDEO TECHNOLOGY Mobile video means both creating your own video clips and watching content created by others. There are two types of mobile video content services: downloadable and streaming. You can download, store and play back videos on your mobile device. Or, you can stream video content, which is a better option for viewing longer clips because data isnt stored on your phone. You can also tune in to live video feeds using streaming. We can

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 Use a phone equipped with a camera to record your own clips, then send them (by email, MMS or over a wireless connection using Bluetooth technology or infrared). Watch streamed news, sports, music videos, or movie trailers. Watch live camera views such as road conditions, concerts, parties, etc. Subscribe to MMS videos and download short video content such as daily news, weather or cartoons. Store your favorite videos on a Multimedia Card (MMC) card longer clips can fit on a MMC card as long as it has enough capacity. Unless the video you want to watch is already stored on an MMC card, your phone must be able to connect to the Internet in order to access to video files. This means you need a phone with a GPRS, EDGE, WCDMA or other network connection, and the correct settings. If youre interested in streaming video, look for a phone that supports EDGE or CDM

NEED OF THE STUDY

1. It would help us to know about nokia advertising strategies according to the customer. 2. company gives better service to their customers.

3. It would help us to know about how many customers are loyal to their brands.

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4. It would help us to know about the reasons regarding non preference nokia cellular phone.

SCOPE OF THE STUDY:

1. To determine the factor, which persuade the retailer for sale of nokia phone. 2. To find out the companys position in the cell phone market.

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3. To find out the exclusive outlets of nokia and its competitors. 4. To find out the promotional activities of nokia. 5. To identity the organizational features of nokia.

OBJECTIVES OF THE STUDY

1. To analyze the advertising effectiveness on consumers of Nokia Cellular Phones. 29

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. 6. To find out the exclusive outlets of nokia and its competitors. 7. To find out the promotional activities of nokia. 8. To identity the organizational features of nokia. 9. To find out the promotional activities of competitors. 10. To learn the strategy of nokia and its competitor. 11. To try and understand distribution channel system. 12. To make suggestion and recommendations based on the findings of the study

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PART 2

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CHAPTER 2
RESEARCH METHODOLOGY LIMITATION

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RESEARCH METHODOLOGY
Research Methodology consist of two words research and methodology research refers to a search for knowledge. One can define research as scientific and systematic research for pertinent information on specific topic. In fact research is an art of scientific investigation. Research represents a scientific method of exploring actual persons and groups, primarily on their experience within their social worlds, inclusive of social attitudes and values, the mode of analysis of these experience permits stating proposition in the form. In other words we can say that systematic and scientific search for new Facts, ideas and information while methodology means theoretical analysis of the methods appropriate to a field of study or to the body of methods and principles particular to a branch of knowledge. So research methodology can be defined as the system of collecting data for research projects the data may be collected for either Theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management. In this part of report the methodology of conducting research used in the problem understudy is explained as research methodology.

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The main components of research methodology are shown in the diagram given below

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Types of Research
Exploratory Research Conclusive Research Descriptive Research Causal Research

EXPLORATORY RESEARCH:
Ideally all marketing research projects must start with an exploratory research as this helps in providing a sharper focus of the situation and a clearer definition of the problem at hand. The exploratory research design, as the name suggests, involves getting a feel of the situation and emphasizes a discovery of ideas and possible insights that may help in identifying areas of further rigorous study. For example a food product manufacturer, wanting in introduce a breakfast cereal may be in knowing the desirable attributes of such a product before really defining the product concept. The main objective of the exploratory research is to fine tune the broad problem into specific problem statement and generate possible hypotheses. It therefore, gives useful direction for further research. The exploratory studies are mainly used for: 1) Providing information to enable a more precise problem definition or hypothesis formulation. 2) Establishing research priorities. 3) Giving the researcher a feel of the problem situation and familiarizing him with the problem. 35

4) Collecting information about possible problems in carrying out research, using specific collection tools and specific techniques for analysis. Since exploratory studies are not conclusive studies, the design of the study is highly flexible and informal. However, rarely ever does formal design exist in case of exploratory studies. Structured and/or standardized questionnaires are replaced by judgments and intuitive inference drawing on the basis of collected data. Convenience sampling rather than probability sampling characterizes exploratory designs. The generally used methods in exploratory research are: a) Survey of existing literature b) Survey of experienced individuals c) Analysis of selected case situations. (a)Survey of existing literature Research Design Published literature presents a very economical source of study for the purpose of hypothesis generation and problem definition. A large variety of published and unpublished data is available through books and journals, newspapers and periodicals, government publications and individual research projects as well as data collected by trade associations. A lot of data is also generated internally in the company and some of it could be relevant to given problem situations. You will read more about types of secondary data and their use in marketing research in the unit on Data Collection. While survey of existing literature may not provide solutions to the research problem, it can certainly provide direction to the research process. (b)Survey of experienced individuals Clue to solving many a marketing problems can be had by talking to individuals who have expertise and ides about the research

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subject. These individuals could be top executives, sales managers, sales men and channel members who handle the product or related products and consumers or potential consumers. The information collection exercise does not involve a scientifically designed survey, it is merely an attempt Together all possible information about the subject of research from people who have specific knowledge about it. The success of this type of experience survey depends upon the freedom of response given to the respondent as well as upon the expertise and communication ability of the people questioned. However, at this stage, since the researcher also has very limited experience with the research problem, he may not be able to elicit very valuable responses from the individuals. Analysis of selected cases This method involves the selection of a few extreme examples reflecting the problem situation and a thorough analysis of the same, In certain cases this sort of study may help in identifying the possible relationships that exist between the variables in a given marketing problem situation. The emphasis in this type of study is upon understanding the research subject as a whole. For example, a company is interested in finding out the reasons for the wide variation in sales productivity of its salesmen, as an exploratory study it could thoroughly analyse the case of some of its best and some of its worst salesmen. This exercise may help in identifying possible relationships between demographic and /or personality variables which may affect variation in sales productivity. The relationships, their extent and direction can then be measured using conclusive research designs. The kind of research done by me is exploratory research. The exploratory research designs, as the name suggests, involve getting a feel of the situation and emphasizes a

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discovery of ideas and possible insights that may help in identifying areas of further rigorous study. The main objective of the exploratory research is to fine tune the broad problem into specific problem statement and generate possible hypothesis.

Descriptive Research
In this report descriptive research have been used. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research aims at describing certain situation or happening. This type of research approach is very rigid as opposed to exploratory research. Situation or the happening is described with the help of 6Ws which stand for What, When, Why, Where, Who & the Way how? This type of research is appropriate for research problem where previous research has also been conducted & some sort of data is already available. Significance of Descriptive Research 1. To describe the characteristics of certain group. 2. To estimate the proportion of people in a specified population who behave in a certain way 3. To make specific predictions e.g. demand of particular product in near future product. 4. To determine weather certain variables are associated e.g. income and usage of product.

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STEPS IN RESEARCH DESIGN:

1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalization and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

SAMPLING:
Sampling is the processes of systematically choosing a sub-set of the total population you are interested in surveying. With sampling, you produce findings that can be generalized to the target population of your program. The basic idea in sampling is extrapolation from the part to the wholefrom the sample to the population. (The population is sometimes rather mysteriously called the universe.) There is an immediate corollary: the sample must be chosen to fairly represent the population. Methods for choosing samples are called designs. Good designs involve the use of probability methods, minimizing subjective judgment in the choice of units to survey. Samples drawn using probability methods are called probability samples.Bias is a serious problem in applied work; probability samples minimize bias. As it turns out, however, methods used to extrapolate from a

39

Probability sample to the population should take into account the method used to draw the sample; otherwise, bias may come in through the back door. The ideas will be illustrated for sampling people or business records, but applies more broadly. There are sample surveys of buildings, farms, law cases, schools, trees, trade union locals, and many other populations. It is a process of obtaining information about an entire population by examining only a part of it. The technique for the process is nonprobability sampling. Under this in I have used Judgmental sampling and then Convenience sampling. In Judgmental sampling I first sought advice of my instructor, and accordingly I chose the samples. After this I selected the items as per convenience sampling.

Sampling Methods:1) Probability Sampling Method 2) Non-Probability Sampling Method

Probability Sampling Methods

1) A simple random sample:- A simple random sample is obtained by choosing elementary units in search a way that each unit in the population has an equal chance of being selected. A simple random sample is free from sampling bias. However, using a random number table to choose the elementary units can be cumbersome. If the sample is to be collected by a person untrained in statistics, then instructions may be misinterpreted and selections may be made improperly. Instead of using a least of random numbers, data collection can be simplified by selecting say every 10th or

40

100th unit after the first unit has been chosen randomly as discussed below. Such a procedure is called systematic random sampling. 2) A stratified sample:- A stratified sample is obtained by independently selecting a separate simple random sample from each population stratum. A population can be divided into different groups may be based on some characteristic or variable like income of education. Like anybody with ten years of education will be in group A, between 10 and 20 group B and between 20 and 30 group C. These groups are referred to as strata. You can then randomly select from each stratum a given number of units which may be based on proportion like if group A has 100 persons while group B has 50, and C has 30 you may decide you will take 10% of each. So you end up with 10 from group A, 5 from group B and 3 from group C.

3) A cluster sample:- A cluster sample is obtained by selecting clusters from the population on the basis of simple random sampling. The sample comprises a census of each random cluster selected. For example, a cluster may be something like a village or a school, a state. So you decide all the elementary schools in New Delhi are clusters. You want 20 schools selected. You can use simple or systematic random sampling to select the schools, and then every school selected becomes a cluster.

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Non Probability Sampling Methods

1. Convenience Sampling:- Where the researcher questions anyone who is available. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result. 2. Quota Sampling:- Using this method the sample audience is made up of potential purchasers of your product. For example if you feel that your typical customers will be male between 18-23, female between 26-30, then some of the respondents you interview should be made up of this group, i.e. a quota is given. 3. The judgment sample:- A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the population.

Types of data
As we all know data is of 2 types namely i.e. primary and secondary .primary data is research specific and is collected originally from the respondent for the first time whereas secondary data is already collected and published by someone else but may be useful in the problem understudy .

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PRIMARY DATA

Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical science, amongst others. The term primary research is widely used in academic research, market

research and competitive intelligence. Advantages of Primary Data 1. Primary data is accurate is accurate and reliable as they are collected from the original source. 2. They provide detailed information according to the requirement of the users. 3. It is more reliable and less prone to error.

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4. Definitions and meaning of terms used in data are explained to make it understandable and the process transparent. 5. Method of collection, its limitations and other aspect are generally highlighted.

Disadvantages of Primary Data 1. Cost- It is expensive to collect primary data 2. Time- It is time consuming method of data collection. 3. Training- It requires trained personnel to collect the data.

SECONDARY DATA It is data collected by someone other than the user. Common sources of secondary data for social science include censuses, surveys, organizational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research. Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. In addition to that, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.

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Advantages of Secondary Data 1. Cost- It is more economical than primary data since data is already available 2. Time It is faster to collect and process as time has already been spent to collect the data 3. Information Insight It provide a base on which further information can be collected to update it and finally use it .It provide valuable insight and contextual familiarity with the subject matter Disadvantages of Secondary Data 1. It may not be too relevant for the problem in hand as it was originally collected for some other context. 2. It could be outdated and hence of much in a dynamically changing environment. 3. It is less accurate and reliable as compared to primary data Locating appropriate source and finally getting access to the data could be time consuming.

LIMITATIONS OF THE STUDY

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Main limitations that I faced during the research study are as under:

1.

Due to time and resource constraints, only college students are

selected for the study for making an analysis for the advertising strategies. 2. Due to resource and time constraints, a randomly selected sample has been chosen respondents for making an analysis of advertising effectiveness on consumers. 3. During data collection process students were quite busy in their

college issues, so it seemed tough to attract them for the response. 4. Non cooperative behavior of the retailers. 5. Data was very scattered so it was very difficult to conclude the result. 6. Things are based on the retailers response so any false information may change the result of the study. 7. Technology representatives play a very vital role in the sales of cell phone. 8. Gift and other package provided by companies to the retailers encourage them to prescribe the particular brand.

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CHAPTER 3
DESCRIPTIVE WORK ON SUB TOPIC OF STUDY

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DESCRIPTIVE WORK ON SUB TOPIC OF STUDY Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertisers include business firms but also museums, charitable organizations, and government agencies that advertise to various target publics. Advertisements are a cost effective way to disseminate messages, whether to build brand preference or to educate a nations people. Organizations handle their advertising in different ways. In small companies, someone handles advertising in the sales or marketing departments, who works with an advertising agency. A large company will often set up its own advertising department, whose manager reports to the Vice President of marketing. The advertising

departments job is to develop the total budget, and handle direct-mail advertising, dealer displays and other forms of advertising not ordinarily performed by the agency. Most companies use an outside advertising agency to help them create advertising campaigns and to 48

select and purchase media. Global companies that use a large number of ad agencies located in different countries and serving different divisions have suffered from uncoordinated advertising and image diffusion. Advertising agencies need to redefine themselves as communication companies and assist clients in improving their overall communication effectiveness. Five Ms of Advertising MISSION: What are the advertising objectives? MONEY: How much can be spent? MESSAGE: What message should be sent? MEDIA: What media should be used? MEASUREMENT: How should the results is evaluated? Strengths of Advertising as a promotional tool 1. It offers planned and controlled message. 2. It can contact and influence numerous people simultaneously, quickly, and at a low cost per prospect. Hence, it is called Mass Means of Communication. 3. It has the ability to deliver messages to audiences with particular demographic and socio-economic features. 4. It can deliver the same message consistently in a variety of contexts. 5. It can reach prospects that cannot be approached by sales man. 6. It helps to pre sell goods and pulls the buyers to retailers.

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7. It offers a wide choice of channels for transmission of messages such as visual (by sights), aural, (by ear) aural and visual. 8. It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market.

Weakness of Advertising as a promotional tool 1. It is much less effective than personal selling and sales promotion at later stages in the buying process, e.g.: in convincing and securing action. 2. It is less flexible than personal communication. It cannot answer objections raised by prospects. 3. It is essentially one-way means of communication. It cannot obtain quick and accurate feedback in order to evaluate message

effectiveness. 4. It is most efficient communication (very low cost per prospect) but it is least effective as a tool of a communication. 5. It is unable to reach prospects when they are in a buying mood. Hence advertisements have to be repeated and repetition involves additional cost. 6. Advertising, many a time lacks credibility and trustworthiness.

Importance of Advertising

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1. To create widespread visibility in the market and access those pockets which are not approachable by the sales force. Quoting a customer, Make the customers come to you rather than trying to approach all the potential customers. 2. As a symbol of sound financial position of the company and also to make the statement that the company is here to stay. 3. To aid in easy brand recall and also create a top of mind awareness of the brand. 4. To make maximum potential customers aware of the new offerings and schemes of the company and initiate enquiries about the same. 5. To establish a strong brand image in the market so as to give the company an edge over its competitors.

Communication goals of Advertising Advertising should concentrate on clear and measurable

communication objectives known as DAGMAR (Defining Advertising Goals, Measuring Advertising Results). Advertising objectives must be oriented around the process of communication. Communication tasks are, 1. Developing brand awareness.

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2. Changing consumer attitudes. 3. Associating desirable themes with products, and 4. Informing consumers about product attributes.

The ultimate purpose of most advertising is to help the probability of the sale of the product or a service. Advertising as a mode of promotion increases propensity to purchasemoving the prospect steadily, inch-by-inch, closer to a purchase decision. Of course, advertising is only one of several communication forces. It moves the consumer through successive levels such as unawareness, awareness, comprehension or recognition, conviction (intention to buy) and action purchase. Advertising goals may be divided into four stages of commercial communication as follows:

Awareness: the prospects must become aware of the existence of the brand or company. Awareness is the bare minimum goal of advertising. Comprehension: the prospect must understand what the product is and what it will do for him. Comprehension level indicates that people are not only aware of the brand or company that they know the brand name and can recognize the package or trade market. But they are not yet convinced that they must want to buy.

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Conviction: the prospect must be mentally convinced to buy the brand or the product. The conviction level shows brand preference and intention to buy the product in the near future. Action: the prospect takes meaningful action. Purchase decision is duly taken. Choosing among major media types: The media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. Media planners make their choice among media categories by considering the following variables: Target-Audience Media habits: for example radio and television are the most effective media for reaching teenagers. Product Characteristics: Media types have different potentials for demonstration, visualization, explanation, believability and color. Womens dresses are best shown in color magazines, and Polaroid cameras are best demonstrated on television. Message characteristics: timeliness and information content will influence media choice. A message announcing a major sale tomorrow will require specialized magazines or mailings. Cost: Television is very expensive, whereas newspaper advertising is relatively inexpensive. What count is the cost-per-thousand exposure.

ADVERTISING IN INDIA

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Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began o Shop front signages o From street side sellers to press ads o The first trademarks o Handbills distributed separately from the products

18th Century: Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the beginning of advertising created in India (as opposed to import from England) Studios set up for bold type, ornate fonts, and more fancy, larger ads. Newspaper studios train the first generation of visualisers & illustrators. Ads appear in newspapers in the form of lists of the latest merchandise from England Since 1980, advertising in India has demonstrated phenomenal growth growth in size, quality, and range of services, in the total expenditure in advertising per year. In 1950 advertising expenditure was hardly Rs. 5 Crores. By 1988, it rose to Rs. 900 Crores. It may be around by Rs. 2200 Crores by 2001 A.D. There are now over 400 advertising Agencies as against just 100 advertising agencies around 1970. In the Indian market, we have more than 11,000 branded products

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extensively advertised in all languages. Press advertisement account for about 50 percent and TV account for about 18 percent of the total advertising costs. In the media sector we have at present intense competition, e.g., TV / Radio, Newspaper each attempting an increasing market share. In the press segment we are witnessing regular media war. In the case of the Press, competition is total. However, media owners are expected to adopt now customer-oriented approach to get rid of such unhealthy competition. Essentials of good Advertisement A good advertisement must have the right message communicated through a right media. It must reach the right people and prospects and that too at a right time and at the right cost. Right timing of an advertisement needs no emphasis. It should fulfill its sole purpose, viz., gain sale or action from the prospects and the cost of communication should be reasonable. The task assigned to the advertisement can be successfully fulfilled when: 1. It is seen by the desired prospects. 2. It is read by them with interest. 3. It is properly understood by them exactly as the advertiser wants.

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4. It is believed by them and it wins their confidence and trust and above all it succeeds in igniting their desire to purchase the product or service offered or sale. Effective advertisements take the prospect near about the point of closing the sale so the sales force may easily complete that actual sale. Each advertisement must be a unique selling proposition, invoking maximum force of persuasion to convert a prospect into a customer. In the light of the above information, t he author conducted a research study on the advertising strategies of two leading garment

manufacturers in Bangalore City.

ATTENTION It can be viewed as an information filter a screening mechanism that controls the quantity and nature of information any individual receives. Getting a consumers attention is not easy. An individual, overtly or accidentally, avoids exposure to stimuli. The advertising have environment almost is truly of cluttered; their most major

magazines

one-half

pages

carrying

advertisements, the other half carrying editorial matter. Amid all this advertising, it is not easy to create an advertisement that stands out enough to get noticed, processed, and remembered. Not only the higher levels of clutter reduce the effectiveness of advertising in

56

general, but even more significantly by the proximity of ads for competing brands from the same product category. The situation is made worse in the broadcast media, especially television. Viewers have always had the freedom to do things while a program is being shown; including leaving the room mentally and physically, but the use of remote control devices has made channel switching endemic. Television advertisers today have to cope with the phenomena of zapping and zipping. CREATING ADVERTIEMENTS THAT ATTRACTS ATTENTION The attention filter operates at various levels of effort and

consciousness. At one extreme is the process of active search wherein a receiver actually seeks information. He or she might solicit opinions of friends or search through magazines not normally read. Another level could be termed passive search. A receiver searches for information only from sources to which he or she is exposed during the normal course of events. The final level might be called passive attention. Here a receiver has little immediate need for the information and makes no conscious effort to obtain it, but some information may nevertheless enter the system. At all three levels, it is appropriate to discuss why a person obtains information so that ads can be designed to maximize attention. There are, of course, as many reasons as there are situations and individuals. However, it is instructive to examine four general motives for attending to informative stimuli.

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A first motive is to obtain information that will have a high level of utility for a person. In an advertising context, an individual will obtain product information that will help make better purchase decisions. Second, people may be motivated to expose themselves to information that supports their opinions- supportive exposure-and to avoid discrepant information. Third, there is a desire to be exposed to information that stimulates. Finally, people are motivated to find stimuli that are interesting to them. These motives will be examined in turn.

ADVERTISING EFFECTIVENESS Advertising effectiveness consists in the degree of achievement of the objectives set by an advertiser in consultation with advertising agency working on the account. It may also take the form of an increase in the sales of market share or penetration into a new market segment.

ADVERTISING STRATEGIES Strategy provides the link between advertising objectives and plans and paves the ground for their implementation. It can be instrumental in prioritizing various objectives, taking into account the attitudinal framework as well as corporate and marketing goals, and the market situations and characteristics. Advertising strategy is based on consideration such as the following:

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1. Advertising objectives. 2. Advertising budgets.

3. Selection of target audiences. 4. Advertising message. 5. Media decision.

6. Media space decisions. 7. Companys standing and it s strength and weaknesses. 9. Product history and its life cycle stage. 10. Positioning of the product as indicated by perceptual mapping. 11. Existing and anticipated competition.

BRAND PATRONAGE: Most of the time, an advertisers (seller) tries to build a brand privilege or patronage for his products or service. A seller has a brand privilege if buyers exhibit brand insistence, brand loyalty, or brand preference towards his product or service. By means of advertising or persuasive mass communication, seller tries to move prospective buyers and existing buyer from lower level to higher level of brand attitude of customers from brand ignorance to brand awareness, or from brand acceptance to brand preference, loyalty, and insistence.

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CHAPTER 4
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS
It is important to know the awareness of the brand in the market. Table 1 Response Yes No Respondents 100 0 Percentage 100 0

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INTERPRETATION: From the above table it is clear that the brand awareness of Nokia Cellular phones in the market is huge. 100%. The number of people who did not know about Nokia Cellular phones is null.

INFERENCES: The awareness level for the Nokia Cellular Phones in the market is found to be 100% of the total respondents who were interviewed. The company has significantly achieved the purpose of brand awareness. 1. Medium through which the brand awareness was created? Table -2 Medium No. of respondents Percentage

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Friends Neighbors Family members Advertisements

43 2 5 50

43 2 5 50

INTERPRETATION: It is found that from advertisement 50% of respondents have come to know about the Brand. 43% of the respondents have come to know from their friends, 5% from their family members and 2% from their neighbors. INFERENCE: People have come to know about the brand through advertisement. Hence the advertisement should be designed in such a way that more number of people know about the existence of the brand.

2. Do you have Nokia cellular phones? 63

Table -3 Response Yes No

Respondents 75 25

Percentage 75 25

INTERPRETATION: It is found that about 75% of the respondents have Nokia Cellular Phones. 25% of the respondents did not own Nokia Cellular phones.

INFERENCE: Most of the people who know the Nokia Brand name own the Cellular phones. Hence the advertisement should be designed in such a way that the Brand awareness is created among greater number of people. 64

3. What features make you to purchase the product? Table - 4 Reason Advertisement Quality Brand name Service Price Total No of respondents 3 37 22 10 3 75 Percentage 4 49 30 13 4 100%

INTERPRETATION: About 49% of the respondents have purchased the product due to its Quality factor, 30% of the respondents due to its Brand Name, and 13% of the respondents due to its Service factor. Only 3% of the respondents have purchased due to the Advertisement and Price factor respectively.

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INFERENCE: Most of the customers purchased the product due to its quality and not due to advertisement. Hence the company should take appropriate steps such that the customers are created by the advertisement. 4.Through which Medium of advertisement respondents came to know about the Nokia brand? Table 5 Medium Advertisement Television Print Media Hoardings Others Total of No of Respondents 50 37 3 10 100 Percentage 50 37 3 10 100

INTERPRETATION: It is found that 50% of the respondents came to know about the product through 66

Television. 37% of them through Print Media, 3% of them through Outdoor Hoardings. 10% of the respondents came to know about the product through the medium other than these medium stated above. INFERENCE: Most of the customers have come to know about the product through television. Hence the company should concentrate on providing advertisements in TV.

5. Through which medium of advertisement did you came to know about the Nokia brand? Table 6 Medium Advertisement Television Print Media Hoardings Word-of-Mouth Total

of No of Respondents 65 14 1 20 100

Percentage 65 14 1 20 100

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INTERPRETATION: It is clear that 65% of the respondents have suggested that Television is the media through which greater number of people can be reached. Then stands Word-of-Mouth with 20% of the respondents supporting it. Print Media stands third with 14% of the respondents supporting it. Hoardings stand at the last with only 1% of the respondent supporting it. INFERENCE: The advertisement should be exhibited in the television, which is the best medium through which greater number of people can be reached. 6. What type of feeling do you think the advertisement creates on the viewers? 68

Table 7 Feelings Fear Emotional Anxiety Informative Humor

No of Respondents 1 7 12 76 4

Percentage 1 7 12 76 4

INTERPRETATION: It is clear that 76% of the respondents have suggested that Nokia Cellular Phone advertisements give information about their products. 12% of the respondents have suggested that the advertisement creates Anxiety feeling. 7% of the respondents suggest 69

that the ad creates Emotional feeling, 4% of the respondents suggest that the ad creates Humorous feelings and only 1% of the respondents say that they create Fear type of feeling to the viewers. INFERENCE: Advertisement is concentrated on providing information. The company must also focus on the advertisements that are humorous and emotional which Indians like. Brand Image: Effectiveness of the nokia advertisement to exhibit brand image TABLE 8: Response Strongly agree. Agree Disagree Strongly disagree

No of Respondents 33 65 1 1

Percentage 33 65 1 1

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INTERPRETATION: It is clear that 65% of the respondents say that the advertisement creates Brand Image among the viewers who watch the advertisement. 33% of the respondents strongly agree that the ad creates Brand Image. 1% of the respondents say that they disagree that the ad creates Brand Image. INFERENCE: The advertisement creates Brand Image among the viewers who watch the advertisement. Hence the company should continue with the present tactics. 7. Nokia advertisements are designed to focus which segment of the people? Table 9: Segment of People No of Respondents Percentage

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Students Officials Business people Non-workers

30 18 52 0

30 18 52 0

INTERPRETATION: It is clear that 52% of the respondents say that the advertisement focuses on the Business people. 30% of the respondents say that the ad focuses on Students. 18% of the respondents say that the ad focuses on Officials. There are no respondents who say that the ad focuses on the Non-working class of the market. INFERENCE: The advertisement focuses advertisement should be major on business people. The

72

designed in such a way that it focuses on students, officials, nonworkers as well. Nokia advertisements exhibit the information about their products

TABLE 10: Response No information. Incomplete information. Little information. Complete information.

No of Respondents 10 17 28 45

Percentage 10 17 28 45

INTERPRETATION:

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It is clear that 45% of the respondents say that the advertisement of Nokia Cellular Phones provides complete information. 28% of the respondents say that the ad provides little information, 17% of the respondents say that the ad provides incomplete information. There are no respondents who say that the ad provides no information.

INFERENCE: The present tactics used in the advertisement is good as it provides complete information about the products. The advertisement should be designed such that the full information of the products is available for the viewers. 8.Is Nokia advertisements make you to see the advertisement again? Table 11: Response More frequently. Somewhat frequently Less frequently Zero frequency.

No of Respondents 24 60 13 3

Percentage 24 60 13 3

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INTERPRETATION: It is clear that 60% of the respondents say that they watch the advertisement somewhat frequently. 24% of the respondents say that they watch more frequently the advertisement. 13% of the respondents say that they watch less frequently the advertisement. 3% of the respondents say that advertisement again. they are not interested in seeing the

INFERENCE: The advertisement should be designed in such a manner that the viewers are motivated to watch Advertisement should be the advertisement more frequently.

designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered. 9.Do you recall the advertisement of Nokia Cellular Phones when you see some 75

characteristics that are related to the advertisement? Table 12: Response Yes No Respondents 73 27 Percenta ge 73 27

INTERPRETATION: It is clear that 73% of the respondents say that they recall the advertisement when they see any characteristics, which are used in the advertisement. 27% of the respondents say that they do not recall the advertisement when they see any characteristic which are used in the advertisement

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INFERENCE: The respondents are able to recall the advertisement characteristics when they see any other characteristics. Hence the company should continue with the present design such that the advertisement can be recalled whenever they see the characteristics that are used in the advertisement.

10. Which is the best time period the advertisement should be shown on Television? Table 13: Time Period 7 AM 9 AM 9 AM 12 PM 12 PM 3 PM 3 PM 6 PM 6 PM 10 PM

No of Respondents 6 3 3 7 81

Percentage 6 3 3 7 81

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INTERPRETATION: It is clear that 81% of the respondents say that the best time period to produce the advertisement to the viewers is between 6 PM to 10 PM. 7% of the respondents say that the best time period is from 3 PM to 6 PM. 6% of the respondents say that the best time period is from 7 AM to 9 AM. 3% of the respondents say that the best time period is from 9 AM to 3 PM INFERENCE: The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM. Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people.

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11. Should Nokia Cellular Phones have to increase the frequency of their advertisement in order to compete with others?

Table 14: Response Yes No

Respondents 78 22

Percenta ge 78 22

INTERPRETATION: 78% of the respondents say that the frequency of the advertisement should be increased. 22% of the respondents say that the frequency of the advertisement should not be

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increased INFERENCE: The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share that information to their friends.

Nokia Cellular phones represent our culture in the advertisement when compared to other brands. Table 15: Response Strongly agree. Agree Disagree Strongly disagree

No of Respondents 17 53 21 9

Percentage 17 53 21 9

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INTERPRETATION: 53% of the respondents say that the advertisement of Nokia Cellular Phones represents our culture in their advertisement. 21% of the

respondents disagree that the advertisement represents our culture. 17% of the respondents strongly agree that the advertisement represent our culture. 9% of the respondents strongly disagree that the advertisement represents our culture. INFERENCE: The Company should continue with the existing design of the advertisement as they represent our culture. The company should design advertisement with more emotional feelings that are liked by our nationals.

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12. Is there any other media through which Nokia brand can advertise its product when compared to other brand? Table 16: Response Yes No

Respondents 39 61

Percenta ge 39 61

INTERPRETATION: 61% of the respondents say that there is no any other media through which the advertisement can be designed to reach maximum number of people. 39% of the respondents say that there are other media through which the advertisement can be designed to reach maximum number of people. 82

INFERENCE: The company should use the present media of advertisement effectively to reach more number of people. Some of them have

suggested of using FM Radio to advertise the product. 13.Is Nokia Company should use any celebrities for its advertisement. Table 17: Response Need. Must. Not Needed. Cannot say

No of Respondents 25 14 48 13

Percentage 17 53 21 9

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INTERPRETATION: 48% of the respondents say that the Celebrities are not needed in the advertisement to make them more effective. 25% of the respondents say that the Celebrities are needed. 14% of the respondents say that the company must use the Celebrities in their advertisement. 13% of the respondents have no idea about this issue. INFERENCE: The company may or may advertisement since most of not use the celebrities in their

them have said that the celebrities are not needed. 14. When you see the advertisement Nokia cellular phones do you share the additional characteristics of the product with your friend? 84

Table 18: Response Yes No

Respondents 78 22

Percenta ge 78 22

INTERPRETATION: 78% of the respondents say characteristics displayed in the that they share the additional

advertisement with their friends. 22% of the respondents say that they do not share the additional characteristics displayed in the advertisement with their friends. INFERENCE:

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The company should design the advertisement such that it attracts individual such that they share the information and additional characteristics with their friends.

15. How do you rate the brands advertisement with regard with to the following:a) Style of the advertisement

Table 19: Ratings Poor Average Good Great

No. of Respondents 3 27 62 8

Percentage 3 27 62 8

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INTERPRETATION: From the above table it is clear that 62% of the respondents say that the style of the advertisement is good, 27% of the respondents say that the style is average, 8% of them say that the style is great, and 3% of them say that the style if poor.

INFERENCE: The respondents have rated that the style of the advertisement is good. Hence the company should continue with the existing style.

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b) jingles used in the advertisement. Table 20: Ratings Poor Average Good Great

No. of Respondents 24 53 8 15

Percentage 24 53 8 15

INTERPRETATION: From the above table it is clear that 53% of the respondents rate the tone in the advertisement as average, 24% of them as poor, 15% of them as great, and 8% of them as good.

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INFERENCE: Most of the respondents have rated the tone as average in the advertisement. Hence the company should design good tone in the advertisement so that the advertisement is more effective. At

least the company should work on the tone so that it is rated good.

c) Words Used In The Advertisement. Table 21: Ratings Poor Average Good Great

No. of Respondents 4 42 47 7

Percentage 4 42 47 7

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INTERPRETATION: From the above table it is clear that 47% of the respondents have rated the words used in the advertisement as good, 42% of the respondents as average, 7% of the respondents as great and 4% of the respondents as poor. INFERENCE: Since most of the respondents have rated the words used in the advertisement as good and average the company should use little effective strategies such that average rate are converted into good rate. 16. Which brand do you think is the competitor for Nokia in terms of advertisement?

Table 22: Companies Samsung. L.G. Sony Ericsson. Others.

No. of Respondents 54 12 28 6

Percentage 54 12 28 6

90

INTERPRETATION: 54% of the respondents have rated Samsung company advertisement as the competition

for Nokia Cellular Phones advertisement. 28% of the respondents have rated Sony Ericsson as the competitor. 12% of the respondents have rated L.G. as the competitor. 6% of the respondents have rated other companies as the competitors.

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INFERENCE: Samsung advertisement is treated as the competitor for the Nokia Cellular Phones advertisement. Hence the company should use effective strategies to overcome Samsung companies strategies.

17. Are the competitors of Nokia creating advertisements, which are effective than Nokia. Table 23: Response Yes No Respondents 59 41 Percenta ge 59 41

INTERPRETATION: 59% of the respondents say that the competitors design more effective advertisement than the Nokia Cellular phones advertisement. 41% of

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the respondents say that the

competitors design less effective

advertisement than the Nokia Cellular phone advertisement.

INFERENCE: The competitors of Nokia Brand are designing more effective advertisement. Hence the company should adopt certain strategies such that the advertisement is more effective than its competitors.

CHAPTER 5
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 CONCLUSIONS RECOMMENDATIONS SUGGESTION

CONCLUSIONS
1. There is a high level of awareness of the brand of Nokia Cellular Phones in the market. It is found that the awareness level for the brand in the market is 100% of the respondents who were interviewed. The advertisement and the friends created the awareness. 2. The consumers of Nokia Cellular Phones purchased the product due to the quality, Brand name. 3. The consumers came to know about the product through the Television and Print Media of the advertisement. 4. Through Television and Word-of-Mouth medium the advertisement reaches maximum number of people.

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5. The advertisement of Nokia Cellular Phones provides information about their products and creates Anxiety type of feeling among its viewers. 6. Nokia Cellular Phones advertisement creates Strong Brand Image among its viewers. 7. Nokia Cellular Phone advertisements are designed mostly for Business people and Students in the market. 8. Nokia Cellular phone Advertisement provides complete information about their products. 9. Nokia Cellular Phones motivates the viewers to watch the advertisement somewhat frequently. 10. The viewers of the advertisement recall the ad when they see some characteristics that are used in the advertisement. 11. The best time period the advertisement should be shown on Television in 6 PM to 10 PM. 12. Nokia Cellular phones should increase the frequency of their advertisement in order to compete with their competitors. 13. Nokia Cellular phones represent our culture in the advertisement. 14. The other media that can be used to advertise its product when compared to its competitors are FM Radio, Huge Balloons.

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RECOMMENDATIONS

1. When the study was conducted among the consumers we found that the purchase of the Nokia Cellular product was due to their quality and Brand name but the advertisement played a minor role in making their decisions. Hence the company should take steps such that the viewers are converted into consumers by the use of advertisement.

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2. The best medium to reach greater number of people is Television. But Nokia cellular phones are concentrating more on Print Media. Hence the company should take appropriate steps such that it concentrates more on Television advertisements rather than Print Media. 3. The advertisement of Nokia Cellular Phones is concentrating on providing information about their products to the viewers. But in India the viewers like emotional and humorous advertisements. So the company should design advertisements such that it includes little bit of emotional or Humor characteristics. 4. Nokia Cellular Phone advertisements are designed for the Business people and Students. Hence the company should see that the advertisements are designed for the rest of the market too like officials and non-workers. 5. The advertisement should be designed in such a manner that the viewers watch the advertisement more frequently. Their competitors are designing advertisements more effectively than the Nokia. 6. The best time period that the advertisement is exhibited to the viewers is between 6 PM and 10 PM. The company should take appropriate steps to see that the advertisement is exhibited in the above period and should be shown in several channels instead of hiring one or two channels.

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7. Nokia Cellular Phones should increase the frequency of their advertisements such that the viewers get the product and

characteristics of the advertisements and share the information with their friends. 8. The advertisement can be exhibited through other media such FM radio, huge advertisement balloons. 9. Should use the modern computer technology like Multimedia systems to make their advertisements more effective than their competitors.

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SUGGESTION
1. The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed. 2. The present tactics used in the advertisement is good as it provides complete information about the products. The

advertisement should be designed such that the full information of the products is available for the viewers. 3. The advertisement should be designed in such a manner that the viewers are motivated to watch the advertisement more frequently. Advertisement should be designed such that the switching from one channel to other channel during the exhibition of the advertisement can be lowered. 4. The respondents are able to recall the advertisement characteristics when they see any other characteristics. Hence the company should continue with the present design such that the advertisement can be recalled whenever they see the characteristics that are used in the advertisement. 5. The best time period to exhibit the advertisement in the Television is 6 PM to 10 PM. Hence the company should exhibit the advertisement in many TV channels such that it reaches maximum number of people

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6. The frequency of the advertisement should be increased such that the viewers can watch the advertisements more often and can remember the products features and share that information to their friends. 7. The Company should continue with the existing design of the advertisement as they represent our culture. The company should design advertisement with more emotional feelings that are liked by our nationals. 8. The company may or may not use the celebrities in their advertisement since most of them have said that the celebrities are not needed.

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CHAPTER 6

BIBLIOGRAPHY

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BIBLIOGRAPHY
Books: PHILIP KOTLER MARKETING MANAGEMENT, Pearson Education, 11th edition, Page 637-661. A.D. Farbey HOW TO PRODUCE SUCCESSFUL ADVERTISING, Kogan Page India Pvt. Ltd., First Edition, Page 27, 113-126. C.R. Kothari RESEARCH METHODOLOGY: Methods & Techniques, Wishwa Prakashan, 2nd edition. Rajeev Batra, John G. Myers, David A. Aaker ADVERTISING MANAGEMENT, Pearson Education, 5th edition. Manendra Mohan ADVERTISING MANAGEMENT: Concepts & Cases, Tata McGraw Hill Publishing Company Ltd., New Delhi, 1997.

Magazines: 4 Ps Business and Marketing. Websites: http/:www.nokia .co. in/advertisement/cellular www.inventors.about.in/analys/feuter

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http://www.nokia.com/in-en/products/all-products/ http://www.nokia.com/global/about-nokia/people-and-planet/sustainabledevices/recycling/recycling/

http://www.campaignindia.in/Brand/nokia,12.aspx

CHAPTER 7 .
APENDICES
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APPENDICES

Questionnaire
IMPACT OF ADVERTISEMENT ON NOKIA CELLULAR PHONES
(Please put in the appropriate box provided.) 1. Personal information a. Name: b. Age: _________________________________________ ______

c. Course: ________________________________________ d. College: ________________________________________

2. Do you know about Nokia brand? Yes No. _

If yes how did you come to know about this brand? Friends _ Family Members _ Neighbours _ Advertisement _

3. Do you own Nokia cellular phones? Yes _ No. _

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4. What made you to purchase the product? Advertisement _ Quality _ Brand name _ Service _ Price _

5. Through which medium of advertisement did you came to know about the Nokia brand? Television _ Hoardings _ Print Media _ Others _

6. Which medium do you think the advertisement reaches maximum people? Print Media _ Hoardings _ Television _ word-of-mouth _

7. What type of feeling do you think the advertisement creates on the viewers? Fear _ Emotional _ Humour _ Anxiety _ Informative _

8. Nokia advertisements exhibit Brand image Strongly Agree _ Disagree _ Agree _ Strongly disagree _

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9. Nokia advertisements are designed to which segment of the people? Students _ Business people _ Officials _ Non-workers _

10. Nokia advertisements exhibit the information about their products. No info. _ Little info. _ Incomplete info _ Complete info. _

11. Nokia advertisements make you to see the advertisement again More frequently _ Less frequently _ Somewhat frequently _ zero frequency _

12. Do you recall the advertisement of Nokia Cellular Phones when you see some characteristics that are related to the advertisement? Yes _ No. _

13. Which is the best time period the advertisement should be shown on Television? 7 AM to 9 AM _ 12 PM to 3 PM _ 6 PM to 10 PM _ 9 AM to 12 PM _ 3 PM to 6 PM _

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14. Should Nokia Cellular Phones have to increase the frequency of their advertisement in order to compete with others? Yes _ No. _

15. Nokia Cellular phones represent our culture in the advertisement when compared to other brands. Strongly agree _ Disagree _ Agree _ Strongly disagree _

16. Is there any other media through which Nokia brand can advertise its product when compared to other brand? Yes _ If yes No. _ what is the

media____________________________________________________

17. Nokia Company should use any celebrities in its advertisement. Need _ Must _ Not needed _ Cannot say _

18. When you see the advertisement Nokia cellular phones do you share the additional characteristics of the product with your friend? Yes _ No. _

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19. How do you rate the brands advertisement with regard with to the following? . Style of the advertisement Poor _ Average _ Good _ Great _

Tone used in the advertisement Poor _ Average _ Good _ Great _ Words used in the advertisement Poor _ Average _ Good _ Great _

20. Which brand do you think is the competitor for Nokia in terms of advertisement? Samsung _ L.G. _ Sony Ericsson. _ Others _ 21. Are the competitors of Nokia are creating advertisements, which are effective than Nokia. Yes _ No. _ 22. Give some suggestions for Nokia cellular phones to improve the advertisement effectiveness.

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