Introduction ABOUT NOKIA : In 1871 Fredrik Idestam opened his second mill on Nokian virta river which gave the name Nokia Ab in 1871. Nokia began with making paper – incidentally one of the first communication technologies. In 1912, Arvid Wickström sets up the Finnish Cable Works, the foundation of Nokia’s cable and electronics business. In 1963, starts developing radio telephones for the army and emergency services – Nokia’s first foray into telecommunications The Mobile Era Nokia sets the ball rolling in 1979, creating radio telephone company Mobira Oy as a joint venture with leading Finnish TV maker Salora Then in 1981, the Nordic Mobile Telephone (NMT) service, the world’s first international cellular network and the first to allow international roaming, is launched. In 1984, Nokia launches the Mobira Talkman portable car phone. Resembling a military field telephone, it’s a fairly cumbersome piece of kit – but it’s a start.

NOKIA IN NEW AGE: Competition: In 1992, Nokia launches its first digital handheld GSM phone, the Nokia 1011. By 1998, Nokia is the world leader in mobile phones.  In 1999, Nokia launches the Nokia 7110, a phone capable of rudimentary web-based functions, including email. Then in November 2001 Nokia launches its first phone with a built-in camera, the Nokia 7650, and in September 2002 its first video capture phone, the Nokia 3650. Between 1996 and 2001, Nokia’s turnover increases almost fivefold from EUR 6.5 billion to EUR 31 billion. In 2005, Nokia sold its billionth phone – a Nokia 1100 – in Nigeria, and global mobile phone subscriptions passed 2 billion. Two years later, Nokia is recognized as the 5th most valued brand in the world. Competition: Companies like Samsung and Apple came up with several models with an OS which was increasingly gaining popularity among users. While it was not totally unexpected, what caught Nokia off-guard is the rate at which competitors where innovating new technology. Since the launch of the iPhone/Android phones, Nokia failed to keep up with the industry. While other kept proceeding ahead aggressively by ‘hook or crook’.

Problem definition MDP: Will the Nokia's  entry into Android Smart Phones market be successful or not? MRP: How strong is people's perception about Nokia as a brand today & consumer's attitude/behavior towards smartphones? Hypothesis: The applicable sampling test for our Market research will be Independent sample ‘t’ test. First step of the process will be converting qualitative data into quantitative data For example, from each question assign 1 to Favorable answer, 2 - Unfavorable and 3 – Indifferent. Favorable answer: Smart phone users are still loyal to Nokia Unfavorable answer: Smart Phone users are not loyal to Nokia Indifferent answer: Smart phone users perceiving Nokia arrival as just an another android phone in the market The significance level (Type I error) will be 5% - confidence level 95%. The Null Hypothesis H0 = Current smart phone customers are not loyal to Nokia Brand The alternate Hypothesis H1 = Current smart phone customers are still loyal to Nokia Brand We need to conduct the t-test. After computing if the ‘p’ value from the ‘t’ sampling test is < 0.05, reject Null Hypothesis. This indicates, Smart Phone customers are still loyal to Nokia brand If the ‘p’ value from ‘t’ sampling test is > 0.05, fail to reject Null Hypothesis Hence Smart phone customers are not loyal to Nokia brand now. Note: We can also apply chi-square test to check the correlation among variables.

Research Design Population: Set of all users who know Nokia as a brand Sampling frame: Set of all smart phone users since 2008 Sample size: sample size of 10 Sampling Procedure: Stratified Random Sampling with each strata as below Nokia smart phone users Non-Nokia smart phone users(eg.: android users) People who don’t use a smart phone but know Nokia as a brand

Questionnaire The questions are mainly based on the brand loyalty, consumer’s attitude, purchase behaviour and preferences while purchasing a Smart phone. What are features and factors they look for before purchasing the phone. Also what are the features and offerings they liked about Nokia and will be ready to switch to Nokia brand once again like old times. We have divided our questionnaire into two parts i.e. a) Initial questions are designed to test consumer’s brand loyalty towards smart phones b) The latter set of questions will determine consumer’s perception regarding the brand Nokia. Multiple Choices/Single Answer Type Field Plan 1th March to 15th March 2017, inside campus and Indore city. Visits – Malls and Mobile stores & interview peers/professors within the campus in the city. Proof : We would submit pictures & details such as name, profession of the persons interviewed

Questionnaire

Questionnaire

Findings/ Results (Expected / Tentative) Current smart phone customers are still loyal to Nokia Brand

Support for Findings/ Results (Expected / Tentative) Nokia is entering a very saturated smartphone market This is a big risk; but also a huge opportunity It would be naive to think that just running pure Android or having a premium build will help a huge comeback Nokia appears to be genuinely enthusiastic about bringing Nokia back, but without ruining what people loved about it before In China, the Nokia 6 was sold out within seconds, and there’s a good chance the same pattern will be repeated globally at least for the first few sales. There will be a lot of excitement around Nokia phones; after all nostalgia dictates that we should all be excited as supposedly everyone’s first phone was a Nokia  Nokia’s simple approach is refreshing, and while the 6 isn’t going to revolutionise the mobile space, it seems like it might be a great option for those on a budget. It's attractive, has the best version of Android, and should have ample power to get things done

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