24465236 Brand Tracking Study of Nokia (9)

[SUPERIOR UNIVERSITY] Brand Management

Brand ManagementMBA Professional

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KHALID AZEEM 8257

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[SUPERIOR UNIVERSITY]

Brand Management

DEDICATION

We are dedicating our work to our parents and respected teacher Prof. Khurram Shehzad, who have played a vital role in our studies and have guided us at every step with their precious ideas. No doubt this dedication is insufficient and we can never repay for the role they have played in our studies but we are sure that their work will prove itself an asset in our life

ACKNOWLEDGEMENT

We are very proud of our teacher Prof. Khurram Shehzad, whose help and instructions enable us to bind papers into project manner. We are very thankful to him.

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ContentsContents .................................................................. 3

CHAPTER 1 ............................................................... 5

INTRODUCTION OF BRAND ..................................... 5

ELEMENTS OF BRAND ............................................. 8

DESIRE BRAND KNOWLEDGE STRUCTURE ................ 9

Desired brand knowledge structure of the brand/brand owner i.e. .......................................... 9

Desires brand awareness level including recall and recognition ............................................................ 9

Desired image/positioning of brand including strong, favorable and unique association .......................... 10

Desired association i.e. with attributes (product or non-product) or benefits (functional or emotional) 10

Positioning and Differentiation ............................. 12

CHAPTER 2 ............................................................. 13

PROBLEM STATEMENT ......................................... 13

RESEARCH OBJECTIVES ......................................... 13

RESEARCH MEHTODS ............................................ 14

SAMPLE TYPES ..................................................... 14

SAMPLE SIZE ........................................................ 14

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RESEARCH LIMITATION ......................................... 14

QUESTIONNERIES ................................................. 14

CHAPTER 3 ............................................................. 15

FINDING AND ANALYSIS ........................................ 15

Recall Ability ...................................................... 15

Recognition ....................................................... 16

Behavior ............................................................ 17

Preferability ....................................................... 18

Advertisement ................................................... 18

Price .................................................................. 20

Reception .......................................................... 21

Battery Timing ................................................... 22

.......................................................................... 22

User Interface ................................................... 23

Multimedia ........................................................ 24

.......................................................................... 24

Voice Clarity ...................................................... 25

Design(Look) n ................................................... 26

GPRS ................................................................. 27

CONCLUSION ....................................................... 28

RECOMMENDATION TO COMPANY .......................... 30

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REFERENCE .......................................................... 31

Appendix ............................................................. 31

CHAPTER 1

INTRODUCTION OF BRAND

The roots of this internationally renowned Finnish

telecommunications company lay in a number of earlier

companies, two of which were established in what became

the town of Nokia. The first, established in 1865,

manufactured paper and built up an international client base

in Russia, Britain, France, and China. It was followed by the

Finnish Rubber Works, founded in 1898, whose products

were sold under the Nokia brand name in the 1920s. The

third, the Finnish Cable Works, was established in 1912 and

grew rapidly in tandem with the growth of electricity. All

three companies were eventually merged in 1967 as the

Nokia Group which, by the early 21st century, employed

24,000 in Finland alone.

Fredrik Ides tam, an engineer by trade and founder of Nokia,

built a wood pulp mill on the banks of the Tammerkoski

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rapids, in southern Finland. A few years later, he built a

second mill by the Nokia nvirta River – the place that gave

Nokia its name. Brief history is given in following lines;

• 1865: Nokia is founded as a maker of pulp and paper.

• 1898: Finnish Rubber Works is founded.

• 1912: Finnish Cable Works is formed.

• 1915: Nokia shares are first listed on the Helsinki

exchange.

• 1967: Nokia merges with Finnish Rubber Works and

Finnish Cable Works to form Nokia Corporation.

• 1979: Mobira Oy is formed as a mobile phone company.

• 1981: The first international cellular system, the Nordic

Mobile Telephone network, comes on line, having been

developed with the help of Nokia.

• 1982: Nokia acquires Mobira, which later becomes the

Nokia Mobile Phones division.

• 1986: Company markets internationally the first Nokia

mobile telephone.

• 1993: The first Nokia digital cellular phone hits the

market.

• 1998: Nokia surpasses Motorola as the world's number

one maker of mobile phones.

• 2002: Nokia introduces the first third-generation

compliant mobile phone.

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• 2005: Jorma Ollila announces he will step down as chief

executive officer in 2006.

Company profile

Brief profile of company at fiscal year ending

December, 2007:

Type: Public

On the web: http://www.nokia.com

Employees: 68,483

Employee growth: 16.3%

Sales: $75,203.3M

One year growth: 38.5%

Net income: $10,612.2M

Income growth: 88.0%

Chairman: Jorma Ollila

President, CEO, and Director: Olli-Pekka Kallasvuo

EVP and CFO: Richard A. (Rick) Simonson

General Manager, Nokia Pakistan and Afghanistan; Imran Khalid Mehmood

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http://www.nokia.com/


Brand Management

ELEMENTS OF BRAND

Name

Logo

Slogan

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DESIRE BRAND KNOWLEDGE STRUCTURE

Desired brand knowledge structure of the brand/brand owner i.e.

Nokia has rediscovered the theme of demand creation by focusing on simple, easy to use handsets that are sleek and stylish

Nokia has been in the top ten for the past two years, but 2007 is the first time the Nokia brand - valued at $33.7m - has broken in to the top five. They are now trying hard to raise this value.

Desires brand awareness level including recall and recognition

The recall and recognition of Nokia brand is well established as compared to others. They are now focusing on technical aspects to attract customers. They are trying to launch new friendly interfaces to grab old customers.

Desired image/positioning of brand including strong, favorable and unique association

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When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is"Only Nokia Human Technolgy enables you to get more out of life"

In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of as pirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself.

Desired association i.e. with attributes (product or non-product) or benefits (functional or emotional)

Functional benefits

• GPS

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• PS

• Media player

• MP3 player

• Camera

• Blue tooth and infra red

• Call recording

• Internet TV

Psychological benefits

• Style

• Satisfaction

• Self actualization

• Image

• Expression

• Brand

• Look

• Professionals

• Fun seeking youth

• Innovation and technology demanding people

• Variety seeking customers

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Positioning and Differentiation

A lot of their success is attributable to Nokia's core business practices and philosophies, which revolve around providing their customers with stylish, usable, robust, experiential and relevant devices with Nokia's signature and world famous quality and ease of use.

Brand’s efforts (ongoing marketing plan of the company) to achieve desired brand knowledge structure i.e. Product, Price , Distribution, and Promotion/communication strategies

Providing service at the local level is one of the ways to gain insights into the needs of diverse markets and it is one of Nokia’s strengths.

Nokia also announced today plans to launch its Nokia Life Tools service in Indonesia in December. And with the announcement, the company is introducing five new, easy-to-use phones to support this service.

Nokia so far has launched 7 care centers in the major cities of Pakistan located in Karachi, Lahore,

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http://www.nokia.co.id/nokialifetools

http://www.nokia.co.id/nokialifetools

http://satellite.tmcnet.com/topics/satellite/articles/68465-nokia-launch-life-improvement-services-new-phones-indonesia.htm


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Rawalpindi, Islamabad, Faisalabad, Peshawar and now in Multan

The brand value of Nokia was 35,942 millions which is 7% raised in 2008.

In 2009 it is 34,864 millions which is decrease by -3%.

CHAPTER 2

PROBLEM STATEMENT

To analyze the brand equity of Nokia.

RESEARCH OBJECTIVES

To find out the brand equity of Nokia.

To measure the brand image and brand awareness of the brand.

To analyze the recall ability and recognition of the observed brand.

To find out the benefits and attributes of the brand.

To identify the product and non-product related attributes of the brand.

To know the emotional and functional benefits of the brand.

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To define the current market situation of brand.

RESEARCH MEHTODS

We have used secondary data as well as primary data. After collecting data through questionnaires, we have fed it into the SPSS 16. The results are generated after applying the some specific tests.

SAMPLE TYPES

The sample consists of male and females.

SAMPLE SIZE

We have prepared a questionnaire to collect data from hundred (100) individuals.

RESEARCH LIMITATION

The research we are conducting is limited to Lahore. It’s a descriptive research.

QUESTIONNERIES

We have prepared a questionnaire which is given in appendix-1

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CHAPTER 3

FINDING AND ANALYSISRecall Ability

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Interpretation

This table indicates that the recall ability of the Nokia brand is very high as compared to the other brand of the mobile sets.

Recognition

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Interpretation

This table indicates that the people are very well aware and recognized about the all brand of the mobile logo. Mostly people are very well aware and recognize the Nokia logo.

Behavior

Interpretation

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Brand Management

This bar chart shows that most of the people think that Nokia would be friendly If it comes to you as a Human being. And also the majority considers Nokia would be excitement if it comes as human being. Some people say that it would be energetic. So we can say that the Nokia brand image is very well in the mind of the consumer. And it is also positive.

Preferability

Interpretation

This bar chart indicates that mostly people are prefers battery timing feature of the Nokia mobile when they purchase the Nokia mobile sets.becouse the Battery timing of the Nokia mobile sets is very well as compared to other mobile sets.

Advertisement

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Interpretation

This bar chart indicates that mostly people are hear about the Nokia mobile sets through T.V advertisement so Nokia company would communicates mostly through T.V advertisement internet is also high source for awareness about the Nokia company and so on.

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Price

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Agree 22 22.0 44.0 44.0

Agree 13 13.0 26.0 70.0

Normal 13 13.0 26.0 96.0

Disagree 1 1.0 2.0 98.0

Strongly Disagree 1 1.0 2.0 100.0

Total 50 50.0 100.0

Missing System 50 50.0

Total 100 100.0

Interpretation

This table indicates that the 44% people out of the 50 people strongly agree about the prices of the Nokia mobile sets.

26% of the people are just agreeing on the prices of the Nokia mobile sets.. Similarly results in the case of the normal.

2% people are disagreeing and also 2% people are strongly disagreeing who don’t satisfy with the prices of the Nokia mobile sets.

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So after the analyses of this table we can say that the majority of the people are satisfied with the prices of Nokia mobile sets.

Reception


Cumulative

Percent


Agree 10 10.0 20.4 81.6

Normal 7 7.0 14.3 95.9

Disagree 2 2.0 4.1 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation

This table indicates the reception feature of the Nokia mobile sets. After analyzing this table we conclude that the 61.2% people answer that they are strongly agree with the reception of the Nokia mobile sets. 20.4 people answer just agree. And 4.1 person respondents disagree with the

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reception feature of the Nokia mobile sets. So we can say that overall the receptions of the Nokia mobile sets are good.

Battery Timing


Cumulative

Percent


Agree 7 7.0 14.3 93.9

Normal 3 3.0 6.1 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation

In this table we tried to find the perception of the people

about the battery timing of the Nokia mobile sets.

According to this table we are find that the 79.6% respondent are highly agree with the battery timing of the Nokia mobile sets.14.3% respondents are also agree, while only 6.1% respondent had normal view about the battery timing of Nokia mobile sets. There is nobody who are disagree or strongly disagree with the battery timing of the

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Nokia mobile sets so we can say that the battery timing of Nokia mobile is very well and people are like it.

Interpretation

51% respondents are strongly agreed about the user interface of the Nokia mobile sets. And also 30% people are agreeing about this feature.

16.3% respondent answer is normal about that feature of Nokia mobiles. When we see the table only 2% respondents are disagrees with the user interface.

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User Interface


Cumulative

Percent


Agree 15 15.0 30.6 81.6

Normal 8 8.0 16.3 98.0

Disagree 1 1.0 2.0 100.0

Total 49 49.0 100.0


Total 100 100.0


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So this feature is also well as compared to other mobile.

Multimedia


Cumulative

Percent


Agree 11 11.0 22.4 71.4

Normal 10 10.0 20.4 91.8

Disagree 4 4.0 8.2 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation

This table indicates that 49% respondents are strongly

agreed with the multimedia feature of the Nokia mobile sets.

22.4 people are also agreed.

While 20.4 % respondents are says normal answer about this

feature. 8.2% people are disagreeing with Multimedia

feature of the Nokia mobile sets. This is high as compared to 24


Brand Management

others feature of the Nokia sets. So manager and creator will

try there best to enhance the multimedia feature of the

Nokia mobile sets.

Voice Clarity


Cumulative

Percent


Agree 12 12.0 24.5 91.8

Normal 4 4.0 8.2 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation

This table indicates that the 67.3% respondents are strongly agreed while 24.5% respondents are agreeing with the voice clarity feature of the Nokia.

8.2% respondent normal about this feature. And no body is

disagreeing with this feature of the Nokia.

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Design(Look) n


Cumulative

Percent


Agree 14 14.0 28.6 61.2

Normal 15 15.0 30.6 91.8

Disagree 4 4.0 8.2 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation


about the design or look of the Nokia mobile sets.

According to this table we are find that 32.7% respondent

are highly agree with the design or look of the Nokia mobile

sets.28.6% respondents are also agree, while 30.6%

respondent had normal view about the design of Nokia

mobile sets. 8.2% people are disagreeing with design of the

Nokia mobile sets. This is high as compared to others feature

of the Nokia sets. So manager and creator will be trying

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there best to enhance the design or look of the Nokia mobile

sets.

GPRS


Cumulative

Percent


Agree 10 10.0 20.4 55.1

Normal 17 17.0 34.7 89.8

Disagree 3 3.0 6.1 95.9

Strongly Disagree 2 2.0 4.1 100.0

Total 49 49.0 100.0


Total 100 100.0

Interpretation

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about the GPRS feature of the Nokia mobile sets.

According to this table we are find that the 34.7%

respondent are highly agree with the GPRS feature of the

Nokia mobile sets.20.4% respondents are also agree, while

34.7% respondent had normal view about the GPRS feature

of Nokia mobile sets. And only 4.1% people are strongly

disagree with this feature of the Nokia mobile sets.

CONCLUSION

Nokia is largest mobile selling company and is having a

positioning statement “connecting people” and all its ad

campaigns are developed to add synergy to its message.

Even though all the mobile models are having their own

attributes and benefit statements as well, but the overall

impact is always supporting to the positioning statement of

Nokia.

Before buying a handset we should focus on our needs

and the functionality it offers

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I observed that the demographics of the area play an

important role. for e.g in DHA (Defense) people prefer quality

and brand reputation matters, whereas price is not a major

factor for such customers. On the contrast if we take areas

like inner city for instance the demographics and

preferences for phones totally changes. The majority of

customers are attracted to the lower prices rather than

anything else.

In my opinion, the pricing strategy of Nokia can be

improved. Lets look deeper into the classifications of the

models

Now a days the customers are demanding more and

more compatibility in the user interface of the handset, no

matter Nokia has got the most friendly user interface. Nokia

has also very clearly done the market research for Pakistan

as people go for cheap and still want the best possible.

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RECOMMENDATION TO COMPANY

• Should be increasing the quality of GPRS because large number of people is not interested for using it.

• Nokia should improve product designing because it captures large number of market share.

• Nokia should increase the advertisement and use all Mass media for advertisement.

• Nokia should reduce the prices of mobiles so that it can be more affordable for the consumers.

• Nokia should introduce mobiles with 3G.

• Nokia should introduce LCD technology in their mobile phones.

• Nokia should be Easley available to the consumer.

• Nokia recalablity and recognition is very well. But there is possibility to increase. This can be done through extensive communication campaign.

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REFERENCE

http://telecompk.net/category/customer-service/page/2/

http://www.google.com.pk/search?q=nokia's%20brand

%20tracking%20study&hl=en&sa=N&tab=sw

AppendixAppendix-1

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http://www.google.com.pk/search?q=nokia's%20brand%20tracking%20study&hl=en&sa=N&tab=sw

http://www.google.com.pk/search?q=nokia's%20brand%20tracking%20study&hl=en&sa=N&tab=sw

http://telecompk.net/category/customer-service/page/2/


Brand Management

We are the students of superior university. We are conducting a survey on the mobiles. You are requested to fill out the questionnaire.

Information collected in this survey will be used for research purpose only.

1. Do you like mobile?

Yes ______ No _______

2. What brand comes first in your mind when you hear about mobiles?

____________________________________________________

3. Can you recognize these logos?

4. What would be your preference to purchase mobile?

Strongly Agree

Agree

Normal

Disagree

Strongly disagree

Rate from 1 to 5

1 2 3 4 5

Price

Reception

Battery time

User interface

Multimedia

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Voice clarity

Design (looks)

GPRS

5. Which mobile do you prefer?

Nokia Samsung

Sony Ericson

LG Motorola

(If select Nokia then continue otherwise go to personal information)

6. Kindly rate the following attributes of Nokia

Strongly Agree

Agree

Normal

Disagree

Strongly disagree

Rate from 1 to 5

1 2 3 4 5

Price

Reception

Battery time

User interface

Multimedia

Voice clarity

Design (looks)

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GPRS

7. Which element attract you to purchase Nokia ?

Price

Reception

Battery time

User interfa

ce

Multimedia

Voice clarity

Design

GPRS

8. If Nokia is not available what would you do ?

Buy another ___________ Go to another mobile shop__________________

9. Where you have seen the advertisement of Nokia ?

Television _______NEWS PAPERS _____ Magazines __________ Internet ________

10. How you will describe Nokia, If it comes to you as a Human being.

Friendly _____ Un friendly _____ Excitement _____

Energetic _____ Boredom _____ Rigid _____

Personal Information

Gender ____________________

Age ________________________

Profession __________________

Education __________________

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E-mail _____________________

Contact No ________________

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Documents

24465236 Brand Tracking Study of Nokia (9)