NOKIA Nokia, as a manufacture of mobile communication devices, was succeeded in administrating marketing strategies in India markets.

The reason is that Nokia delivers better products which cater to the needs and preferences of Indian consumers. Nokia - Made in India A detailed analysis In April 2005, Nokia India, a subsidiary of Finland-based Nokia, announced that it was setting up a manufacturing facility for mobile devices in Chennai, the state capital of Tamil Nadu in southern India. Nokia planned to invest US$ 100-150 million in the facility, where the production was expected to begin in the first half of 2006. Pekka Ala Pietil, President and Head of Customer & Market Operations, Nokia Corporation said, Establishing a new factory in India is an important step in the continuous development of our global manufacturing network.4 India was ideal for Nokia's new production facility. Each mobile handset has more than 400 parts and the average production capacity of each manufacturing unit of Nokia is around 20 million units. This level of manufacturing involves a total of 8 billion components per annum, requiring strong logistical support. Nokia's manufacturing facility needed to be located close to a major international airport or sea port for quick supply of components. India met all these requirements, and also enjoyed cheap manpower costs and proximity to the rapidly growing Asia Pacific markets. Besides, Nokia was the market leader in mobile communication devices in India. The company has been carrying out sales & marketing, customer care and research & development activities in the country. Nokia considers India to be one of its most important markets. The company's Code Division Multiple Access (CDMA) 5 facilities is located in Mumbai and provides software and technical support to CDMA consumers in India and other Asia Pacific countries. In 2004, Nokia was chosen as the most respected consumer durables company by Businessworld6. The magazine wrote, This Finnish Companys debut at the top of the heap says two things. One, that its strategies - including ones like developing a phone specifically for India are respected. But, more importantly, Nokia's win is also an endorsement of the importance of the ubiquitous cell phone as a durable in today's world. After all, unlike its competitors, most of which offer a slew of durables, Nokia is mostly a cell phone company. In 2005, Nokia was recognized as the Brand of the Year by the Confederation of Indian Industry, India's apex industry association. The company was chosen for this award because of its high brand recall, well established distribution channels and being 'most preferred' by the consumers.

About Nokia
Nokia was founded in 1865 by Fredrik Idestam in Finland as a paper manufacturing company. In 1920, Finnish Rubber Works became a part of the company, and later on in 1922, Finnish Cable Works joined them. All the three companies were merged in 1967 to form the Nokia Group. In the late 1970s, Nokia started taking an active interest in the power and electronics businesses and by 1987, consumer electronics became Nokia's major business. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone, Mobira Cityman, in 1987. The company delivered the first GSM network to

Radkilinia, a Finnish company in 1991, and in 1992, Nokia 1011 a precursor for all Nokia's current GSM phones - was introduced. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations like IT. The company focused on two core businesses mobile phones and telecommunications networks. Between 1992 and 1996, the company exited from the rubber and cable businesses as well... Nokia entered the Indian market in 1994. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. When Nokia entered India, the telecom policies were not conducive to the growth of the mobile phone industry. The tariffs levied on importing mobile phones were as high as 27%, usage charges were at Rs.16 per minute and, at these high rates, consumers did not take to mobile phones. Nokia also had to face tough competition from other powerful global players like Motorola, Sony, Siemens and Ericsson... Nokia was quick to learn from its mistakes and adopted strategies to regain its lost market share. Globally, during the first quarter of 2005, the company's sales reached 7.4 billion euros, with the company selling 54 million phones during the period. In India, Nokia continued its leadership in GSM with a market share of 74% in March 2005. Nokia also surpassed Samsung in color mobiles in the GSM segment, recording a share of 55% in the same month Nokia reorganized itself at the global level in 2004. At this point, a multimedia division was formed. The division's Indian operations concentrated on promoting the concept of highend telephones in smaller towns while going in for higher volumes in larger cities. The marketing division of the company concentrated on making distributors in small towns sell high-end products. Though, the distributors were skeptical to start with, by the end of 2004, the process was streamlined and the results started to show.

When NOKIA have fell the threat on large scale from various companies then they will do the following change & development in organisation

Market segmentation
There are different types of mobiles for different needs of an individual. Nokia targets the entire segment with his variety. Top Segment----------------Classy Products Middle Segment-----------Best alternative Low End Segment---------High Tech Product at Low Price A segregation of Indian market on the basis of price bands is shown below. We can see that mobile phones are available in various price bands from Rs. 2,000/- & less up to Rs. 50,000/-

A close study of the product offered by various companies reveals following: 1. Companies like HTC, Apple, Vertu have products only for the high end market of Rs. 15,000/- and more. 2.On the other hand there are players like Usha lexus whose product fall in the lower category with their products being available in price range of minimum of Rs. 1,900/- to maximum Rs. 5,900/-. Also, Virgin mobile falls in the same category. 3. Players like Onida have mobiles in lower prices (Rs. 2,000/-) to middle price range (till Rs.9,900/-). 4. Players like Motorola, Nokia, LG and Sony Ericsson have mobile phones avaible in all different price range and hence, are able to target all the different segments of the market.

Change in Pricing Strategy of NOKIA

Skimming Pricing: Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first and then lowers the price over time. It is a temporal version of price discrimination/yield management. It allows the firm to recover its sunk costs quickly before competition steps in and lowers the market price. Price skimming is sometimes referred to as riding down the demand curve. The objective of a price skimming strategy is to capture the consumer surplus. If this is done successfully, then

theoretically no customer will pay less for the product than the maximum they are willing to pay. In practice it is impossible for a firm to capture this entire surplus. Nokia applies skimming strategy with all the products. Premium pricing, penetration pricing, economy pricing, and price skimming are the four main Pricing policies/strategies.

They form the bases for the exercise.

NOKIA CHANGE THEIR ORGANISATION STRUCTURE AND CHANGE IN THEIR WORKING CONDITIONS WHILE CONSIDERED THE EXTERNAL CHANGES AND OPPERTUNITIES
From its inception, Nokia was in the communications business as a manufacturer of paperthe original communications medium. Then came 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 ofthe 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-coloured, 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 coloured rubber boots at a time when boots followed the Henry Ford principle you could have any colour, so long as it was black! The 60s, however, were more important as the start of Nokias entry into the telecommunications market. A radio telephone 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 micro computers 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 wirefree world people are 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 1st 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. The Corporation divested the non-core operations and focused on telecommunications in the Digital Age. Few people in the early 90s would have thought that going digital would change things so much.

2001 and into the Future

Nokia is harnessing its experience in mobility and networks to generate a startling vision of the future. Meeting rooms, offices and homes will be smart enough to recognize their human visitors and give them whatever they want by listening to their requests. Nokia welcomes change and improvement and can embrace new ideas at great speed. Such characteristics will never change but, as to the rest, the story has only just began! During the past few years Nokia has been actively acquiring companies with interesting new technologies and competencies, including also investments in minority positions. All of these acquisitions and investments were targeted to enhance Nokias ability to help create the mobile world. During the past few years Nokia has been divesting businesses which have not been a critical component to our vision of the Mobile World. This strategy has enabled Nokia to focus on shareholder value by concentrating on the core competencies and business areas where we see the most value added and the best growth opportunities.

NOKIA FIRST IN TELECOMMUNICATIONS

The worlds first international cellular mobile telephone network NMT was opened in Scandinavia in 1981 with Nokia introducing the first car phones for the network. The worlds first NMT hand portable, the Nokia cityman was launched in 1987. Year 2003: Nokia announce that the worlds first CDMA 2000 1xEV-DV high speed packet data phone call was completed at Nokias CDMA Product Creation Centre 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 base station emulator. This chipset is the worlds first to support complete 1xEV-DV Release C functionality. Year 2004: Using Nokias CDMA Dual -Stack handset, Nokia demonstrated the Industrys first Mobile IPv6 call at the 3G World Congress Convention and Exhibition in November. The demonstration highlighted real-time streaming video with seamless hand off 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 services and conveniently exchange information with a sample touch gesture utilizing NFC technology. In October Nokia and Telia Sonera Finland successfully conducted the worlds first EDGE-WCDMA 3G packet data handover in a commercial network. Achieving a first for the Asia-Pacific region, Nokia, Media Corp 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 preintegrated and validated series 60 Reference Implementation based on TIs OMAP (TM) processor - powered reference design in February. The reference implementation is available immediately to series 60licenses. Year 2005: The Nokia 6630 imaging smart phone 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 Finlands Kiss FM became the first radio station in the world to begin Visual Radio Broadcasts. The unique new concept developed by Nokia offers the listeners the possibility to give feedback and to participate in programs easier than ever before. Nokia introduced a new product for secure mobile contactless payments and ticketing. The worlds 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.

NOKIA COMES WITH DIFFERENT TECHNOLOGY TOCOMPETE THEIR COMPITIORS WITH THE LATEST TECHNOLOGY AT RESONABLE PRICES. 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 metres). 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, 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 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 (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 now-contain 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 clips. 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 colours does in email its both useful and expressive. 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 crisscross 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 colour screens, mobile browsing is becoming more common (and a lot better looking). Many new Nokia models come with an integrated XHTML or even HTM L mobile browser, giving you the chance to surf without being chained to a desktop computer. Todays mobile browsers give you richer colours 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 - Use a phone equipped with a camera to record your own clips, and 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 CDMA.

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 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 be evaluated?

NOKIA use 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 socioeconomic 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 presell goods and pull the buyers to retailers. 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.

NOKIA Try to remove the following Weakness of Advertising as a promotional tool while regards to the organisational change.
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.

NOKIA GOES ABOVE FROM CUSTOMER SATISFACTION THAT IS CUSTOMER DELITE

Mission and Vision:

1. Vision
Our customers continue to our First Priority Nokias future success depends on delivering great experiences to our customers by creating products and solutions that work seamlessly and are appealing.

2. Mission
In a world where everyone can be connected, we take very human approach to technology Connecting is about helping people to feel close to what matters. Wherever, whenever, Nokia believes in communicating, sharing, and in the awesome potential in connecting the 2 billion who do with the 4 billion who dont. If we focus on people, and use technology to help people feel close to what matters, then growth will follow. In a world where everyone can be connected, Nokia takes a very human approach to technology.

3. Strategy
Wherever, whenever, we believer in communicating, sharing and in the awesome potential of connecting the 2 billion who do, with the 4 billon who dont At Nokia, customers remain our top priority. Customer focus and consumer understanding must always drive our day-to-day business behavior. Nokias priority is to be the most preferred partner to operators, retailers and enterprises. Nokia will continue to be a growth company, and we will expand to new markets and businesses. World leading productivity is critical for our future success.

Our brand goal is for Nokia to become the brand most loved by our customers.
In line with these priorities, Nokias business portfolio strategy focuses on five areas, with each having long-term objectives: - Create winning devices - Embrace consumer Internet service - Deliver enterprise solutions - Build scale in networks - Expand professional services There are three strategic assets that Nokia will invest in and prioritize: - Brand and design - Customer engagement and fulfilment - Technology and architecture

THE FOLLWING CHANGES DONE BY NOKIA TO ACHIEVE THE CUSTOMER DELITE

Organization
Nokia comprises four business groups: Mobile Phones, Multimedia, Enterprise Solutions and Networks. Mobile Phones connect people by providing expanding mobile voice and data capabilities across a wide range of mobile devices. We seek to put consumers first in our product-creation process and primarily target high-volume category sales. Multimedia brings connected mobile multimedia experiences to consumers in the form of advanced mobile devices and applications. Our products give people the ability to create, access and consume multimedia, as well as share their experiences with others through a range of radio technologies.

Supply Chain
Nokia is committed to reducing the environmental impact of its business. It expects all Nokia suppliers and their suppliers to take a similar approach. At Nokia, it believes in long-term partnerships with suppliers who share our approach to ethical business. Together it works hard to anticipate risk, demonstrate company values, enhance its governance practices, increase employee satisfaction and look after the communities where it does business.

SWOT Analysis
Nokia is at an important crossroads in its history.Having architected many of the key tenets for growth during the formative years of the mobile phone industry, the market with which Nokia is so familiar may be adopting different rules, ones that it may not fully understand. The situation Nokia faces may be similar to the period in the PC industry when Dell Computer surpassed perennial leaders IBM, Hewlett- Packard and Compaq Computer. Why might this happen? Because Nokia's strengths are so well understood by its competitors, they are well-targeted and improved upon. The wireless market's evolution has slowed, making it easier to challenge the incumbents. Also, the progress of technology has made many of Nokia's early advantages easier to overcome. Nokia's leadership position is a result of paying persistent attention to market needs and taking the right chances at the right time. Nokia was the first to acknowledge fashion as an important element in mobile phone purchases, and it is solidly behind the push for Multimedia Messaging Service, which could become the first data service beyond Short Message Service to be deemed successful. There is a significant gap between Nokia and startups, which makes it difficult to compete against Nokia. Nokia's tie to operators has kept its products solidly in consumers' view. Yet, Nokia faces some serious challenges.

Strengths
Nokia has long established identity (1898); lots of available resources (financial, etc.) Nokia has high penetration rate in Europe, especially in Northern countries (close to 100%) Nokia Consumer Electronics has access to innovative technology through group companies

Weakness
Lack of centralized marketing strategy and champion; completely different positioning strategy depending on the country Too many brand names (100) in one market; problem trying to find balance

 Corporate culture is highly technical and operational: So what if the customer does not understand!; lack of customer service priority

Opportunities
Potential for brand name sales in Europe and Asia pacific Growing replacement and supplement television market NCE has opportunity of using its technology to enhance user-friendliness

Threats
The market for color TVs and VCRs is a mature/saturated market; consumers are buying less often and only to replace older units (same trend for all countries across Europe) Cant differentiate based on technical advancement or price; competitors too fast to match Impact of recent purchases (for example, Sony) and mergers is unknown; competitors are getting larger and integrating supply chains Competitors (Samsung, Gold star, Daewoo) quickly and successfully building brand name and image Branding Strategy In the color TV market, neither technology nor price provides a competitive advantage. The decision a consumer makes to purchase is primarily motivated by emotion, and is driven largely by comfort level with a particular brand. A successful branding strategy for NCE is, therefore, critical to gaining a competitive advantage. Specifically, NCE should brand for the following reasons: Competitive advantage is gained through brand name (not technology or price) According to brand awareness studies, Nokia is recognized most of the time (in Germany, France, Italy, UK and Norway), but not necessarily affiliated with consumer electronics such as TVs and VCRs Consumers buy televisions based on emotion Consumers perceive value in features that are marketed as user-friendly. In the past Nokia has relied heavily on its ability to innovateit is a strong technology company. However, it is not good at introducing or packaging this technology for consumers. It must introduce a new mindset to NCE; a strategic shift that encourages customer service and international marketing. Internal Management Challenge faces at least two challenges within NCE that he must address immediately: 1. Lack of a marketing champion in corporate headquarters 2. A continued reliance on technology as the main marketing approach. For example, the remote control TV mouse is centered on technology and may frighten away potential customers who may perceive it as too technical.

Options for solving these include:

1. Push down his ideas and force all to comply using his positional power; 2. Soft approachgradually getting buy-in to his plans from technical representative, sales and marketing. Option 1 is not viable since even though it may result in short-term agreement, it will result in resignations, poor morale and distrust in senior management over the long run. Since the change process can be slow, Nokia should adopt option 2 that means getting buy-in at the senior management level.

Quality targets:
For Nokia to be number one in customer and consumer loyalty. For Nokia to be number one in product leadership. For Nokia to be number one in operational excellence.

Segmentation Strategy
Nokia Market Demographic The profile for Nokia customer consists of the following geographic and demographic:

Geographic
Our immediate geographic target is rural India. The total targeted population is estimated at 100 million.

Demographic
Male and female. Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market according to the NOKIA India Ltd. Professionals and College students.

Marketing Strategy
Today, the true killer data application is still text messaging, a typical example of personto-person communication. Other end-user services, however, have not taken off as expected in recent years. The primary reason for this slow take-up is that most of these services do not fulfil the expectations of users. Although ring tones are one example of successful person-tocontent services, progress must be made for market take-up of other mobile data services such as: Messaging (e.g., MMS and e-mail) Entertainment (e.g., graphics, logos, games) Information (e.g., directory services, news)

Marketing Objective
Capture rural Indian market Target school student Attract Customers to New technology Enhance Distribution Maximize our revenues Maintain Customers Loyalty Nokia using Microfinance to sell Phones in Rural India Nokia is looking to extend a pilot scheme that has been operating in 2,500 villages in the southern states of Andhra Pradesh and Karnataka to make its mobile phones more affordable to rural Indians. The company, which accounts for about half of all mobile handsets sold in India, has been using microfinance schemes to allow poor villagers to buy its products. A microfinance organization has bought handsets from Nokia and sold them to women in rural villages by charging them Rs 100 or about US$2 a week for as long as 25 weeks.

Distribution Channels
Distributors: A) HCL Infosystem: During the last ten years, the HCL ,Nokia relationship has witnessed strong growth in the Indian GSM handset market resulting in a significant Market share gain for Nokia. B) Bright point: It offers the most comprehensive selection of brands and products in the wireless industry. Handset, Integrated devices, PDAs,etc. They also provide full selection of OEM and aftermarket accessories, Modems and software. It distributes product manufactured by the worlds leading handset manufacturer.