Brand – Nokia Product Category- E series Product- Nokia E 5 - Anurag Khandelwal Dinesh Bansal Ketan Jain Nimesh Tulsiyani Piyush Banhani Prateek Agarwal Vitthal Bhaiya

* Demographic Factors:- 40% of India’s population falls under the age group of which forms a considerable market for Nokia to leverage upon. Also with the rise in literacy rate (74.04%),college graduates per year ( approx. 2 million every year) and geographical shifts in population, the demand for mobile handsets with features like good connectivity and applications is expected to rise. Nokia’s E series was designed to meet these demographic sectors. * Economic Environment:- India is an industrializing economy where the rich and the middle class demands new kinds of goods. Constant rise in the per capita income of the people in the past decade (from Rs. 10,308 in to Rs 54,527 in ) are also leading factors affecting the growth of the Nokia E series in positive way, because E 5 was priced around 9500 Rs. which was competitive as per the market.

* Social-Cultural Environment In a diversified country like India, getting along with the social and cultural trend is very critical. Peoples trust on Nokia brand because Nokia provide high values benefit to consumers by being very user friendly and providing quality. * Natural Environment The electronic waste produces with the production of mobile phones is increasing at an exponential rate. Taking this into consideration, Nokia came out with a policy of accepting old electronic parts in lieu of the new parts. They started advertising that they will plant a tree for every mobile they recycle, which was also an effective promotional strategy.

Several mobile manufacturing companies are coming up with new technological innovation. Technological factors play important role in buying behavior like people prefer mobile handsets with latest 3G technology. Nokia is involved in R&D to develop technology to be competitive in the market. The growth of the mobile phone industry in India is due not only to the business plans of the private sector alone, but also due to government policies which are creating an environment in which the industry can flourish. The Government of India has identified electronics and IT hardware manufacturing as “the thrust area for development. Nokia has control of Nokia Telecom SEZ in Chennai; it has state of art manufacturing facilities. 30% to 40% of manufactured product from Chennai SEZ is exported.

Strategies to combat the changing environmental factors The product may face the danger of extinction in the same way as the various other products of the E series viz. E71, E72, E75 and E63 with the increase of competition features with other brands like Blackberry, Samsung and HTC which are the major competitors of Nokia in the product category (Business phones). The company is using the following strategies to combat the changing environmental factors - Product Research and development Product Variety Design ( w.r.t the demand of different customer age groups ) Features Services ( Nokia care and warranty centers) Warranties ( 1 year warranty )

Pricing Competitive pricing Distribution :- Setting up of Nokia Priority stores across Tier 1 & 2 cities. Through multi-brand mobile stores like Croma, Mobile Store,Next Unorganized mobile shops Assortments in organized retail shops Promotion:- -Sales promotion- Giving free music download cards and access to various mobile applications like WhatsApp and Ovi music store. -Advertising – Mass advertising, Use of brand ambassadors (Shah Rukh Khan) to get better connection with the customers. -Sales force

The brand has underwent the following major changes under the above factors- Product Design and Feature:- Nokia E5 was the latest product launched in this category in September 2010, in order to replace E63, E72 and E71. Features of E5 that Outruns other Mobiles in the Same Category Higher Memory (Internal) 250 MB, 32 GB Expandable Lighter weight Better keypad Sleek Design 5 Mega Pixel camera Longer battery Life ( 13 hrs. standby time) Better software support Available in Multiple colors (8) Longer Battery Life 256 MB RAM giving better processing speed

Distribution Channel:- Nokia has been intensifying it’s distribution channels. In order to do accomplish this task, it has recruited top managers from multinationals like Hindustan Unileverl. It has increased Nokia Priority outlets especially in Tier I & II cities and has been offering distributorship in the rural areas in order to push sales Communication Strategy:- It has communicated it’s tagline “Connecting people” strongly with the help of advertisements and creating a brand image of user-friendly mobile phone. To form a connection with the consumers and for getting maximum benefit out of their marketing efforts,they have chosen brand ambassadors- Shah Rukh Khan and Priyanka Chopra who are symbols of high performance and can act as motivators. To understand the problems of the consumers, Nokia has set up Nokia Care priority stores that directly handle the grievances of the consumers. Over the time period, it has developed an image of trust, performance and quality. It has been voted as the most trusted brand twice.

Competitive pressures that the brand is facing:- Blackberry launched “Blackberry Curve 8520” is august Rs but dropped to Rs.9990 in March Its similar product design, features and price made it compete Nokia e5. Nokia has introduced ‘WhatsApp’ Application which provides free SMS amongst each other in order to compete with Blackberry messenger which provides the same service but customer has to pay for it. But in comparison, Nokia’s application can be used free of charge (only internet service should be activated). Nokia has continuously worked on enhancing their brand value in India. Nokia has always worked on building an image of consumer friendly mobile with best battery life. Nokia has also introduced Nokia e6 which provides feature of touch & qwerty, both, to compete it with Blackberry 9990.