Marketing Research of Nokia

7/28/2019 Marketing Research of Nokia

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MARKETING RESEARCH PROPOSALON

DECLINING MARKETSHARE

OF

NOKIA

SINCE 2007


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SHRINKING

MARKET

SHARE

NOKIA HASLOST OVER 20PER CENTSHARE IN THE

HANDSETMARKET ININDIA SINCE

2007


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BACKGROUND TO THESTUDY Nokia grew into an enormous size, making four out of

every 10 cell phones on the planet. But that sizebecame as much its weakness as it was itsstrength.Like a charging elephant that takes time toturn around,Nokia is today a competent manufacturer,a dexterous marketer and a nimble distributor,but it isnot the most innovative.


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Its global market share has shrunk from 38.6 percent in2008 to 36.5 percent in the first half of 2009

Its share in the domestic market shrunk from 72.2 percent in 2007 to49.7 per cent in Q1 of 2009.Nokia hastraditionally been a strong player in the below Rs 4,000segment that accounts for 77 percent of the market. But inthe past couple of years over 20 China made local brandssuch as Fly, Spice, Micromax and Samsungs Guru havecornered about 15 percent of the market due to their lowprice points.

At the top end, the Rs 10,000 plus segment is barely 6

percent of the market where rivals such as Blackberry, iPhoneand HTC are gaining around.

In the middle segment, Nokia is no more the customersonly choice. Previously people were only looking for Nokia

phones .But now customers also want to see Samsung, LG,and Sony Ericsson


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Market Share of Nokia in 2007

Nokia

Samsung

LG

MOTOROLA

SONYERICSSSON

8.1

7.3

6.472.2

2.3


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Market Share in India in 2009

Nokia

Samsung

LG

Motorola

Sony Ericsson

Huawei

Others

30.9%49.7%

7.6%6.9%

2.1%

0.9%

1.6%


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Business ObjectiveTo determine the features of

competitive brand due to which the marketshare has decreased.

To determine peoples perception about thebrand.

To solve the main key issues of thedistributors.


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Research ObjectiveResearch objective is to determine:

The main factors playing a crucial role in theminds of customer while selecting mobile handset.

The changed tastes and preferences of the people .

Features which make people think of buying othercompanies handsets.

.


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Research Question

RQ 1.What is the demographic,psychographic and usage profileof the customers of Nokia?Hypothesis :

H01:People who are initiator in buying nokia products areof age group between 18 to 28.

H02:A typical nokia customer is technology oriented andinnovator.

H03 :People purchase nokia handsets with an intension oflong term usage.


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RQ 2:Is price elasticity of demand of Nokia handset is low ?H01: Nokia handsets user are not price sensitive.H02: Price elasticity of handsets below Rs 4000 segment

is very high.RQ 3 : What are the features that influence customers toswitch over to other brands quickly ?

H01:Consumers are more concerned about the price ratherthan the quality of handsets.

H02:Consumers switch on to other brands due totheir stylish looks and other new add on features.RQ 4: What perception is there in the consumers mindabout Nokia?

H01 :Nokia is perceived as most trustworthy company inmobile handsets market.


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Research Design

Methodology

Research

Design

Conclusive

Descriptive

Casual

Exploratory


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Sampling


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Target GroupWe have chosen a targetgroup of people with agegroup of between 18 to25 as people of this age

group are active usersand innovative in usingtechnologies inbuilt inthe mobile.

Sample Size andCoverageThe sample size will beabove 100.We will becovering colleges andsenior secondary

schools.


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Marketing Research of Nokia

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