A Project Report on CONSUMER RESPONSE TOWARDS NOKIA AS A HOLISTIC BRAND IN CELLULAR INDUSTRY

Submitted in partial fulfillment of the requirements for the Award of degree of Master of Business Administration 2011 2014

Submitted by: Varun Chandwani

Guided by: Dr. Anand Sharma

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE EDUCATION Academic Study Center - BVIMR, New Delhi An ISO 9001:2008 Certified Institute NAAC Accredited Grade A University

STUDENT UNDERTAKING

This is to certify that I VARUN CHANDWANI had completed the Project titled CONSUMER RESPONSE TOWARDS NOKIA AS A HOLISTIC BRAND IN CELLULAR INDUSTRY in NOKIA under the guidance of Dr. Anand Sharma in the partial fulfillment of the requirement for the award of degree of MBA from Bharati Vidyapeeth Deemed University, SDE, Academic Study Center BVIMR, New Delhi. This is an original piece of work and I had neither copied nor submitted it earlier elsewhere.

VARUN CHANDWANI MBA 4 Semester

(signature)

ii

PREFACE

The success of any business entity solely depends on how effectively does it utilizes its optimum resources and how soon does it make arrangements for the removal of the customers grievances. Moreover, the company should always be ready to make necessary changes according to the requirement in order to attract more customers so as to maintain a substantial growth in the market.

The topic given to me was: CONSUMER RESPONSE TOWARDS NOKIA AS A HOLISTIC BRAND IN CELLULAR INDUSTRY

I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my studies in the institute. I have tried to put my maximum effort to get the accurate statistical data. If there is any error or any mistake in collecting the data, please ignore it.

iii

ACKNOWLEDGEMENT

This dissertation has been an eye-opener for me as it opened new vista of information to me. Words shall never be sufficient to describe my experience while doing this dissertation. It is the product of countless hours. My thanks go out to all those who helped, whether through their comments, feedback or suggestions. Im deeply indebted to my revered faculty guide DR. ANAND SHARMA, for his valuable guidance, constant supervision and above all encouragement & support during the tenure of my project. his continuous

I would also like to thank all those people who have helped me in the successful completion of my project by giving their precious time in filling my questionnaire without which it would not have been possible to complete my project.

Lastly, no words could adequately convey my thanks to my family members and friends who indirectly co-operated with me.

VARUN CHANDWANI MBA (Class of 2011-14)

iv

The research project I have completed is all about the market research regarding Brand Positioning and marketing strategy by one of leading company Nokia in Cellular phones Market. My research projects give a brief scenario about how brand is created and leaves an impression in the eyes of the user and force him to buy that product. The research instrument which I have used during the research is questionnaire and for that I surveyed 100 people. If we talk about Market research It is a function which links the consumer to the market through information use to identify and define marketing opportunities. I don't think that the signals in the last two years mean that Nokia lost the leading role in the mobile market. Probably there is another truth behind it: Nokia, as a lot of other brands, is still trying to digest the fall down of mobile forecast. The problem is always the same people talk enough using the mobile and all the sector needs is something that has real value for customers (business and consumer) and for corporate and that speeds up market growth. If you see the numbers, you will see that just Samsung grew in last two years. Motorola, Ericsson, Sony Ericsson, Panasonic and others are still floating in the market. I think that without an answer to the main question (what will make the value's market speed up?), leaders like Nokia will have some problems to increase the leadership. In this report I have analyze that Nokia is having a very great position in present scenario and in the coming years as well and other companies have to do very well to remove the Nokia brand from the customers mindset.

TABLE OF CONTENTS
Page No. Chapter-1 Introduction Chapter-2 Objective and Research Methodology Chapter-3 Review of Literature Chapter-4 Analysis and Interpretation Chapter-5 Findings and Recommendations Chapter-6 Conclusion Reference/Bibliography Appendix Questionnaire 85 87 82 77 65 54 49 1

vi