Project Nokia Sony

PROJECT ON NOKIA & SONY ERRICSSON

ByVORA VASHIM ROLL NO-15

CONTENTS 1-History o the product 2-Sales & Stats 3-Sratergy used by the brand to promote the product 4-USP-Unique Selling Point 5-Target audiencBe 6-Which according to me is a better product 7-My suggetion to the company 8-Consumer Poll 9-Bibiology

Nokia-INTRODUCTION Nokia Corporation

– Oyj Type Public (OMX: NOK1V, NYSE: NOK, FWB: NOA3) Founded Nokia, Finland (1865) Founder Fredrik Idestam Headquarters Espoo, Finland Kari Kairamo, CEO in the 1980s Key people Olli-Pekka Kallasvuo, President & CEO Jorma Ollila, Chairman Industry Telecommunications Mobile phones Products Smartphones Services Revenue Operating income Net income Total assets Total equity Employees Subsidiaries Website

History

Services and Software Online services ▲ €51.058 bn (2007)[1] ▲ €7.985 bn (2007) ▲ €7.205 bn (2007) ▲ €37.599 bn (2007) ▲ €17.338 bn (2007) 117,212 as of June 30, 2008[2] Nokia Siemens Networks Vertu Navteq www.nokia.com

The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia employees.[16]

Telecommunications era The seeds of the current incarnation of Nokia were planted with the founding of the electronics section of the cable division in the 1960s. In the 1967 fusion, that section was separated into its own division, and began manufacturing telecommunications equipment. First mobile phones Nokia had been producing commercial and military mobile radio communications technology since the 1960s. Since 1964 Nokia had developed VHF-radio simultaneously with Salora Oy, which later in 1971 also developed the ARP-phone. In 1979 the merger of these two companies resulted in the establishment of Mobira Oy. Mobira began developing mobile phones for the Nordic Mobile Telephony (NMT) network standard that went online in the 1980s and in 1982 it introduced its first car phone, the Mobira Senator for NMT 450 networks.

The Mobira Cityman 200, Nokia's NMT-900 mobile phone from the early 1990s.[17] Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the company's telecommunication branch name to Nokia-Mobira Oy. The Mobira Talkman, launched in 1984, was one of the world's first transportable phones. In 1987, Nokia introduced one of the world's first handheld phones, the Mobira Cityman 900. While the Mobira Senator of 1982 had weighed 9.8 kg (22 lb) and the Talkman just under 5 kg (11 lb), the Mobira Cityman weighed only 800 g (28 oz) with the battery and had a price tag of 24,000 Finnish marks (approximately €4,560).[18] Despite the high price, the first phones were almost snatched from the sales assistants’ hands. Initially, the mobile phone was a "yuppie" product and a status symbol. In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit, along with two other employees from the unit, started a notable mobile phone company of their own, Benefon Oy. One year later, Nokia Mobira Oy became Nokia Mobile Phones and in 1991 the first GSM phone was launched. Involvement in GSM Nordic Mobile Telephony was the world's first mobile telephony standard that enabled international roaming, and provided valuable experience for Nokia for its close participation in developing Global System for Mobile Communications (GSM). It is a digital standard which came to dominate the world of mobile telephony in the 1990s, in mid-2006 accounting for about two billion mobile telephone subscribers in the world, or about 80% percent of the total, in more than 200 countries. The world's first commercial GSM call was made in 1991 in Helsinki over a Nokia-supplied network, by then Prime Minister of Finland Harri Holkeri, using a Nokia phone.

Progression of size in Nokia mobile phones. In April 2003, the troubles of the networks equipment division caused the corporation to resort to similar streamlining practices on that side, including layoffs and organizational restructuring.[24] This diminished Nokia's public image in Finland,[25][26] and produced a number of court cases and an episode of a documentary television show critical of Nokia. [27]

On September 22, 2003, Nokia acquired Sega.com, a branch of SEGA which has been the mayor basis to build up the Nokia N-Gage.[28] Despite these occasional crises, Nokia has been phenomenally successful in its chosen field. Its growth has come mostly during the era of Jorma Ollila as CEO and his team of about six close colleagues. In June 2006, Ollila left to become the chairman of Royal Dutch Shell. Nokia's new CEO is Olli-Pekka Kallasvuo.

The Nokia 6300, a member of the Nokia 6000 series, Nokia's largest family of phones. .

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INTRODUCTION

Sony Ericsson Mobile Communications AB

Type Joint venture Founded October 3, 2001 Head Office: London, United Kingdom Headquarters Incorporated: Sweden Hideki Komiyama (President) Anders Key people Runevad (EVP) Industry Telecommunications Mobile phones Mobile music devices Wireless systems Products Wireless voice devices Hi-Tech accessories Wireless data devices Revenue €10,959 million (2006) Net income €997 million (2006) Employees ~8,000 Sony Corporation (50%) Parent Ericsson AB (50%) Website www.sonyericsson.com

History Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. The stated reason for this venture is to combine Sony's consumer electronics expertise with Ericsson's technological leadership in the communications sector. Both companies have stopped making their own mobile phones. The company's global management is based in Hammersmith, London, and it has research & development teams in Sweden, Japan, China, Germany, the United States, India, Pakistan and the United Kingdom. While Sony Ericsson has been enjoying strong growth recently, its South Korean rival LG Electronics overtook it in Q1 2008 due to the company's profits falling significantly by 43% to €133 million, sales falling by 8% and market share dropping from 9.4% to 7.9%, despite favourable conditions that the handset market is expected to grow by 10% in 2008. The situation is getting worse as Sony Ericsson announced another profit warning in June 2008[1] and saw net profit crash by 97% in Q2 2008, announcing that it would cut 2,000 jobs, leading to wide fear that Sony Ericsson is on the verge of decline along with its struggling rival, Motorola.[2] Sony Ericsson has, as of July 18, 2008, approximately 9,400 employees and 2,500 contractors worldwide. The company's current President is as of November 1 Hideki Komiyama (小宮山英樹), who has replaced Miles Flint, and the Corporate Executive Vice President is Anders Runevad. Ericsson, which had been in the cellular phone market for decades, decided to divest this business in 2001 following huge losses. Ericsson had decided to source on chips for its phones from a single source, a Philips facility in New Mexico. In March 2000 a fire at the Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (the other major customer of the facility) that production would be delayed by less than a week. When it became clear that production would actually be compromised for months, Ericsson was faced with a serious shortage. Nokia had already begun to obtain parts from alternative sources, but Ericsson's position was much worse as both production of current models and the launch of new ones was held up.[3]

In the United States, Ericsson partnered with General Electric in the early nineties, primarily to establish a US presence and brand recognition. Sony Ericsson is the global title sponsor of the Women's Tennis Association (WTA), and works with the Association to promote the Tour in over 80 cities. Sony Ericsson acquired UIQ Technology, a Swedish software company from Symbian Ltd. in February 2007. UIQ will remain an independent company, Miles Flint announced. [citation needed]

On October 15, 2007, Sony Ericsson announced on Symbian Smartphone Show that they will be selling half of its UIQ share to Motorola thus making UIQ technology owned by two large mobile phone companies.

SALES & STATS

NOKIA

NOKIA SALES RETURN TO GROWTH WITH STRONG PROFITABILITY October 17, 2007

Third-quarter 2002 (IAS) compared with third-quarter 2001: - Net sales increased 2% to EUR 7 224 million (EUR 7 050 million in 3Q 2001). - Pro forma operating profit increased by 14% to EUR 1 219 million (EUR 1 071 million); pro forma operating margin increased to 16.9% (15.2%). - Reported operating profit increased to EUR 859 million (EUR 284 million); reported operating margin increased to 11.9% (4.0%). - Pro forma adjustments: a one-time charge of EUR 306 million related to outstanding long-term financing to MobilCom and EUR 54 million in goodwill amortization. - Pro forma earnings per share (diluted) increased to EUR 0.18 (EUR 0.16). - Reported net profit increased to EUR 610 million (EUR 186 million) and reported earnings per share (diluted) increased to EUR 0.13 (EUR 0.04). - Operating cash flow in the third quarter was EUR 2.2 billion (EUR 1.4 billion).

NOKIA THIRD QUARTER 2006 / JANUARY TO SEPTEMBER 2007 FINANCIAL RESULTS 3Q 2002

PRO FORMA - IAS (excludes goodwill amortization and non-recurring items)

EUR (million)

3Q/2002 3Q/2001 Change 3Q/2002 3Q/2001 Change (%) (%)

Net sales

7 224

7 050

Nokia Mobile Phones

5 633

Nokia Networks

1 545

Nokia Ventures Organization Operating profit Nokia Mobile Phones Nokia Networks

REPORTED - IAS

2

7 224

7 050

2

5 269

7

5 633

5 269

7

1 659

-7

1 545

1 659

-7

89

140

-36

89

140

-36

1 219

1 071

14

859

284

202

1 249

1 002

25

1 226

979

25

80

155

-48

-250

-585

57

Nokia Ventures Organization

-25

-72

65

-31

-96

68

Common Group Expenses

-85

-14

-86

-14

Operating margin (%)

16.9

15.2

11.9

4.0

Nokia Mobile Phones (%)

22.2

19.0

21.8

18.6

Nokia Networks (%)

5.2

9.3

-16.2

-35.3

-28.1

-51.4

-34.8

-68.9

30

6

30

6

1 245

1 068

17

885

281

215

881

760

16

610

186

228

Basic

0.19

0.16

19

0.13

0.04

225

Diluted

0.18

0.16

13

0.13

0.04

225

Nokia Ventures Organization (%) Financial income and expenses Profit before tax and minority interests Net profit EPS, EUR

*All figures can be found in the tables on pages 7 to 14 January - September, 2002

PRO FORMA - IAS (excludes goodwill amortization and non-recurring items)

EUR (million)

Jan-Sep 2006

Net sales Nokia Mobile Phones Nokia Networks Nokia Ventures Organization

Jan-Sep 2007

21 173

22 403

16 469 4 455 352

REPORTED - IAS

Change Jan-Sep Jan-Sep Change (%) 2006 2007 (%) -5

21 173

22 403

-5

16 448

0

16 469

16 448

0

5 577

-20

4 455

5 577

-20

443

-21

352

443

-21

Operating profit Nokia Mobile Phones Nokia Networks

3 765

3 648

3

3 314

2 509

32

3 628

3 169

14

3 559

3 064

16

397

819

-52

33

0

Nokia Ventures Organization

-118

-267

56

-135

-482

Common Group Expenses

-142

-73

-143

-73

Operating margin (%)

17.8

16.3

15.7

11.2

Nokia Mobile Phones (%)

22.0

19.3

21.6

18.6

Nokia Networks (%)

72

8.9

14.7

0.7

0

-33.5

-60.3

-38.4

-108.8

104

80

30

104

80

30

Profit before tax and minority interests

3 850

3 719

4

3 399

2 580

32

Net profit

2 701

2 636

2

2 335

1 750

33

Basic

0.57

0.56

2

0.49

0.37

32

Diluted

0.56

0.55

2

0.49

0.37

32

Nokia Ventures Organization (%) Financial income and expenses

EPS, EUR

NOKIA IN JANUARY - September 2007 (REPORTED) (IAS comparisons given to January - September 2006 results, unless otherwise indicated) Nokia's net sales decreased by 5% to EUR 21 173 million (EUR 22 403 million). Sales of Nokia Mobile Phones were flat at EUR 16 469 million (EUR 16 448 million). Sales of Nokia Networks decreased by 20% to EUR 4 455 million (EUR 5 577 million). Sales of Nokia Ventures Organization decreased by 21% and totaled EUR 352 million (EUR 443 million). Operating profit increased by 32% to EUR 3 314 million (EUR 2 509 million), representing an operating margin of 15.7% (11.2%). Operating profit in Nokia Mobile Phones increased by 16% to EUR 3 559 million (EUR 3 064 million), representing an operating margin of 21.6% (18.6%). Operating profit in Nokia Networks increased to EUR 33 million (EUR 0 million), representing an operating margin of 0.7% (0%). Nokia Ventures Organization reported an operating loss of EUR 135 million (operating loss of EUR 482 million). Common Group Expenses, which comprises Nokia Head Office and Nokia Research Center, totaled EUR 143 million (EUR 73 million). Financial income totaled EUR 104 million (EUR 80 million). Profit before tax and minority interests was EUR 3 399 million (EUR 2 580 million). Net profit totaled EUR 2 335 million (EUR 1 750 million). Earnings per share increased to EUR 0.49 (basic) and to EUR 0.49 (diluted), compared with EUR 0.37 (basic) and EUR 0.37 (diluted) in January to September 2001. The average number of employees during the period from January to September 2002 was 52 963. At September 30, Nokia employed a total of 52 392 people (53 849 people at December 31, 2006).

At September 30, 2002, net debt-to-equity ratio (gearing) was -52% (-41% at December 31, 2006). During the January to September period, 2002, capital expenditure amounted to EUR 348 million (EUR 820 million). On September 30, the Group companies owned 969 840 Nokia shares. The shares had an aggregate par value of EUR 58 190.40, representing 0.02% of the share capital of the company and the total voting rights. The number of issued shares on September 30 was 4 760 795 093 and the share capital was EUR 285 647 705.58.

SALES & STATS

SONY ERICSSON

Sony Ericsson reports strong increase in sales and shipments for its two core business areas GSM and Japanese standards, and expects to be profitable in the second half of 2008. The joint venture between Sony and Ericsson has announce a strong increase in

sales for the second quarter of 2003. Units shipped in the quarter reached 6.7 million, which is 34% higher year-on-year and 23% higher compared to the first quarter 2008. Net sales for the quarter were Euro 1.125 million, representing year-on-year and sequential increases of 18% and 40%, respectively. In the areas of strategic focus and in the wake of successful product launches, the GSM business posted 84% year-on-year growth in shipments and Japanese standards shipments increased 45% year-on-year. This business growth is attributable to a strengthened product offering coupled with strongly improved supply and logistics performance. Sony Ericsson has earlier announced the decision to increase its focus on GSM/EDGE/UMTS and Japanese standards. Further to the phase-out of Sony Ericsson's American CDMA business and GSM R&D activities in Munich, total restructuring costs are estimated to approximately Euro 70 million of which Euro 58 million has been recognized in the second quarter. The restructuring activities are well underway and are projected to generate yearly run-rate savings of approximately Euro 120 million when completed, with some benefit in the second half of 2008. Sony Ericsson is expected to be profitable in the second half of 2008 as a result of the increasing momentum in the company's new GSM and Japanese product portfolio. However, Sony Ericsson will not be profitable for the full year 2008 due to restructuring costs and losses incurred in the first half of the year

Q1 Highlights: • Year-on-year volume growth of 2% • Income before taxes at higher end of forecast • R&D investment continues to expand portfolio and

addressable market • New sub-brand XPERIA™ added to portfolio The consolidated financial summary for Sony Ericsson Mobile Communications AB (Sony Ericsson) for the first quarter ended March 31, 2008 is as follows: Q1 2007 Q4 2007 Q1 2008 Number of units shipped (million) 21.8 30.8 22.3 Sales (Euro m.) 2,925 3,771 2,702 Gross Margin % 30.3% 31.8% 29.2% Operating Income (Euro m.) 346 489 181 Operating Income (%) 11.8% 13.0% 6.7% Income Before Taxes (Euro m.) 362 501 193 Net income (Euro m.) 254 373 133 Average Sales Price (Euro) 134 123 121

Sratergy used by the brand to promote the product

NOKIA CONNECTING PEOPLE

NOKIA is world largest mobile manufacturer , with 64.44% of the GSM/TDM market and 2.9% of CDMA market. Despite agument that the US handset market is about to follow the footsteps of the PC-industry in which the product is becoming increasingly coomotidized-NOKIA has thas far managed to establish a powerful brand that has been

widely recognised as the key to its recent successes.It has been ranked world’s fifthy most valueable brand , following coco-cola,microsoft,IBM & INTEL. In 1989 , Matii alahuuta developed A new stratergy for NOKIA that focused on 3-main points.the develpoment of a product with a global appeal .nimble movement to sell internationally .most importantly, a commitment to learning what consumer want , without consideration of limits of the exsisting tecjnology.

By 1990,NOKIA had already begun to identify some of the features that will eventually establish as the leader in setting industry benchmarks . The NOKIA 2100 , lauched that year , gained popularity with a large screen , elegent design , and a clean user interface. During early’s 1990 , Frank Nuovo , head of Nokia’s worldwide design team , led NOKIA to designs that offered customizable rings , elliptical designs,and custom faceplate. NOKIA than changed the stratergy by 2000 as knowing the fact that they are the market leaders in telecom NOKIA CONNECTING PEOPLE A BRIEF A STATEMENT THAT CLEARLY INDICATES THE MARKETING STRATERGY OF NOKIA. Nokia has succesfully segmented market to trget specific demographic group . For example,in the year 2000 , different phones were marketed to appeal to the To provide context to the recommendations discussed in this paper, an analysis of the key strengths of its current marketing strategy is imperative. Specifically, an understanding of its recent success provides hints regarding the particular competencies that Nokia should leverage as it develops a strategy to maintain market leadership and profitable growth. Nokia is currently the world’s largest mobile phone manufacturer, with 64.4% of the GSM/TDMA market and 2.9% of the CDMA market6. Despite the argument that the U.S.

handset market is about to follow in the footsteps of the PC industry – in which the product is becoming increasingly commoditized – Nokia has thus far managed to establish a powerful brand that has been widely recognized as the key to its recent successes. It has been ranked as the world’s fifth most valuable brand, following Coca-Cola, Microsoft, IBM, and Intel7. The Nokia brand is an asset that has been carefully cultivated during the past ten years, throughout which the company has managed to predict and satisfy consumers’ needs and preferences ahead the competition. In 1989, Matti Alahuhta developed a new strategy for Nokia that focused on three key points: • the development of a product with global appeal • nimble movement to sell it internationally 6 Infotech Trends 7 Financial Times, “Inside Track: The Nordic minnow that took over the sea”, London Edition, June 20,2001. Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1 8 • most importantly, a commitment to learning what consumers want, without consideration of the limits of existing technology By 1990, Nokia had already begun to identify some of the features that would eventually establish it as the leader in setting industry benchmarks. The Nokia 2110, launched that year, gained popularity with a large screen, elegant design, and a clean user interface. During the early 1990s, Frank Nuovo, head of Nokia’s worldwide design team, led Nokia to design phones that offered customizable rings, elliptical designs, and custom faceplates8. Although such features may appear trivial or obvious in hindsight, Nokia continued to gain market share by paying attention to the details that worked to enhance ease of use and customizable preferences. The insight that the handset could be a stylish fashion accessory, rather than merely a communication tool, allowed Nokia to lead the trends and direction of the entire handset industry. In addition to a superior design effort, Nokia assembled a diverse team to research how consumers can use its phones. The team consisted of engineers, graphic designers, sociologists, psychologists, and even a theatre director. While they’ve designed similar, easily recognized

handsets, Nokia has successfully segmented the market to targe t specific demographic groups. For example, in the year 2000, different phones were marketed to appeal to the “rugged” user, the “sophisticated” user, and the youth market, among others. 8 Cahners Business Information, “A Tale of Two Mobile Telephone Makers”, May 2000. Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1 9 With all these product innovations, designed to satisfy customer preferences, Nokia has reinforced its brand image of providing cutting-edge communications technology. Analysts have positively characterized the company by describing it as “young, sexy, sophisticated, hip and generally ‘with it.’” 8 Alternatively, they’ve compared Ericsson as an “austere, conservative, middle-aged Swedish engineer,” which supports the widely held belief that Ericsson’s handsets are unfashionable. Since Motorola lethargically moved from analog to digital phones, Nokia was able to overtake them as the leader in the handset market by 1998. Subsequently, Nokia leveraged its superior marketing strategies and powerful brand to avoid the price wars that have recently afflicted its key competitors9.

Sratergy used by the brand to promote the product

Sony Ericsson India’s Brand Ambassador Superstar Hritik Roshan endorsing new series Walkman Phone. Sony Ericsson mainly targets MUSIC as their USP and similarly Sony Ericsson Marketing Strategy concentcentrate more on MUSIC FACTOR to promote their product. Now that Sony Ericsson has established the mobile phone as a credible digital music player, mobile music-related applications are becoming an increasingly important component of Sony Ericsson's product offering. • Music

has become one of the main drivers for 3G and large data entertainment services for the mobile phone end-user and will continue to gain in importance. Sony Ericsson is committed to maximizing the value and experience for the end-user and to increasing revenue for operators, and the Walkman family of mobile phones do this through music. Musicrelated services, content and applications are fundamental parts of our overall content strategy. • Sony

Ericsson believe that super-distribution of music is the way forward. By this they mean the easy sharing of music between friends - legally downloaded/transferred or by creating your own - all combined with applications that can manage or personalize the music experience on your mobile phone. Even though the Walkman portfolio is the main focus of Sony Ericsson's music activities, music solutions for our other series of mobile phones are just as relevant. Network limitations, product market reach, end-user choice and model-version exclusivity to certain operators mean that we need to make sure that the music experience is as good as possible across our product portfolio. •

• Sony

Ericsson monitor the DRM standards set by the industry and strive to have products that are media source, and hence DRM, agnostic. All current Sony Ericsson mobile phones support the standard Open Mobile Alliance's (OMA) DRM v 1.0.

UNIQUE

SELLING POINT FOR

NOKIA CONNECTING PEOPLE

NOKIA’S USP lies in the USP of each sereis of NOKIA phones.

.NOKIA NOKIA-Xrpress Music SERIES mobiles gives you exellent quality and heavy storage of songs- For example-NOKIA 5200,5300,5310,5610,5000 & more to come……

.NOKIA-N- SERIES currently most famous multimedia cum business cum fun cum music phones. For example-NOKIA- N72, N73, N70, N77, N80, N81,N82, N90, N91, N93, N93i, N95, N96 & more to come……

.NOKIA-E-SERIES currently most famous SMART(business) phones available. For example-NOKIA- E50, E51,E61,E61i,E62,E65,E66,E71,E-90(Communicator) & more to come……

.NOKIA NAVIGATOR SERIES phones have in built GPS (Global Positioning System) which helps one to navigate through a country all major road to all corners. For example-NOKIA-6110,6210 & more to come……

. NOKIA CLASSIC SERIES phones OR in other words BUDGET PHONES these sereies phones provides you mobile with all the features and at a lower price than any other brand. For example -NOKIA-3110 CLASSIC, 3500 CLASSIC, 3120 CLASSIC , 1680 CLASSIC,6220 CLASSIC & more to come……

. NOKIA’S basic entry level phones which gives good DURABILITY and promise for EXTRA BATTERY LIFE.. For example-NOKIA-1200,1208,1209,1650,2626,2630,2600,2760 & more to come……

UNIQUE SELLING POINT FOR

SONY ERICSSON USP is their EXELLENT MUSIC QUALITY in each genre of mobile provided .

. SONY ERICSSON –K-SERIES-phone also called as CYBERSHOT specially known for superb Camera quality and clarity. For example- SONY ERICSSON-K-530i,K-550i,K-750i,K-770i,K790i,K810i,K850i. & more to come……

. SONY ERICSSON –W-SERIES-phone also called as WALKMAN phone specially known for high output of music and clear sound. Waklman series are the most famous sereis of handset for SONY ERICSSON . For example- SONY ERICSSON-W-200i,380i,W550i,W580i,W660i,W700i,W810i,W902i & more to come……

. SONY ERICSSON –P-SERIES-phones are SMART phones used by Business and ITProfessional for high internet usage in their mobiles. For example- SONY ERICSSON-P-910i,990i,P-1i & more to come……

.SONY ERICSSON –T-SERIES-phones are specially desined for luxury looks at a lower price with all basic features. For example- SONY ERICSSON-T-100i,250i,290i,610i,630i,650i, & more to come……

. SONY ERICSSON –J-SERIES-phones are enrty level or basic phones which gives us basic features and RADIO in addition. For example- SONY ERICSSON-J-110i,120i,200i,210i,230i & more to come……

Target audience

NOKIA CONNECTING PEOPLE

By providing different series and genre if hand set NOKIA target all most all audience

from different age group , sex , profession and so on.

.NOKIA-N-SERIES targets mostly youth and IT-professional who requires internet on the go with fast data transfer and all latest features such as high mega pixel camera , high internet speed , huge storage , and so on.

.NOKIA-E-SERIES targets business professional or any person who requires E-MAIL on the go . E-SERIES mobiles supports all type PDF & WORD file

.NOKIA Xpress Music series targets youth and all music lovers as the hansdets Comes with exellent sount clarity and provide huge music and video storage memory.

.NOKIA Navigator series taret all those people who travels . The Navigator feature helps them to find different places in any corner of the world.

.NOKIA Classic series are budget handset which targets middle-class audience by providing them a mobile with all the advance feature at a lower price

.NOKIA Basic entry level phones are phones for all , specially used by old age people. As these mobiles are light ib weight and with only features and available at lowest cost.

Target audience

By providing different series and genre if hand set SONY ERICSSON all most all audience from different age group , sex , profession and so on.

. SONY ERICSSON K-Sereis phones are phones with high camera resolution and exellent picture quality therefore people in media , journalism , photographers are targeted.

. SONY ERICSSON W-Sereis phones are specially for MUSIC LOVERS W-Series phones targets youth and all those who loves music and want exellent music clarity on the move.

. SONY ERICSSON P-Sereis phones targets business professional , management ,& higher level students as it provide fastest internet and mail connectivity.

. SONY ERICSSON T-Series phones are targets female audience as T-Series phones are sleek , delicate and good looking.

.SONY ERICSSON J-Series phones are entry level phones targets all audience who requires basic phones with good battery life.0

Which accordingly is a better product?

By reviewing the genres , sereies , types of phones provided by both brands its difficult to decide that which one is better?????

But according to my opinion NOKIA as a product is better on various grounds as follows.

1-Nokia products are more durable as compared to Sony Ericsson.

2-Battery life of NOKIA phones are much better than Sony Ericsson.

3-After Sales Services of NOKIA are better than Sony Ericsson.

4-NOKIA have 70 Service Centres in mumbai and which is managed by NOKIA Care Centre.

5-Sony Ericsson have 12 Service Centre in Mumbai and which is managed by an agency Accel Frontline LTD.

6-NOKIA have more numbers of products in each sereies and thus more to give to the end user.

My Suggestion to the BRAND.

NOKIA CONNECTING PEOPLE

Resist Commoditization

The first recommendation is that Nokia resist commoditization. While the commoditization of the handset may be an undeniable, inexorable process, we recommend that Nokia make attempts to slow the process down. Nokia’s brand equity stands as one if its strongest competitive advantages. By continuing to build its brand, Nokia will be able to leverage that brand in shortterm handset sales as well as in future long-term dealings with other entities in the value chain for telecommunications services. Nokia should strengthen its brand through both pus h and pull marketing; push marketing is the targeting of the next link in the value chain, while pull marketing is the targeting of end-users in such a way that they ultimately “pull” the product through the value chain13. See Figure 3 of the Appendix. As described earlier, Nokia’s current position as a handset maker in the value chain is weak. With a direct line to customers, it is the service operators (e.g., AT&T, Verizon, Sprint PCS, and Cingular) who wield the most power in deciding what customers see with respect to the marketing mix: product, price, place, and promotion. In fact, handset makers in Japan are relegated to a single- letter designation on the handset. A Fujitsu phone, for example, simply shows “F” on the phone accompanied by a model number. Service providers want customers to see the names of their respective companies, not those of the handset makers. 13 Winer,

Russell S. Marketing Management. Prentice Hall, New Jersey. 2000.

Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1 14

Nokia should take steps to ensure that the U.S. market does not follow the same path as the Japanese market with respect to the name on the handset. One way to do this is to ask the service providers to sign a long-term contract, such as a ten-year agreement, stipulating that the brand name “Nokia” remain on the phone. If Nokia is ever going to siphon power away from the service providers, now is the time. Service providers are facing intense competition and Nokia has built such a strong brand that customers are asking for Nokia phones. Service providers are already leveraging the Nokia brand to attract customers. For example, Sprint PCS currently has a promotion specifically touting a Nokia phone as a sign- up incentive for its service. On the pull side, to encourage customers to purchase its phones, Nokia should continue with direct-to-consumer advertising, including sponsorships and product placements. Nokia has an advantage over service providers in using product placements because it is able to show a

tangible product that people would want to purchase14. Nokia is currently sponsoring television shows such as “Alias” and has strategically placed its products in movies such as The Matrix. Nokia may achieve something similar in some ways to what Intel has done with the chip with “branding the ingredient” and branding to the end-user, such that the handset brand factors into the customer’s decision of service providers. In the short-term, with Nokia’s handsets positioned as “stylish” and “cutting edge,” customers will continue to pay for the perceived 14 “If

Product's Invisible, Can it be Placed?” The Wall Street Journal, Marketplace section, April 9, 2001.

Haas School of Business, U.C. Berkeley NOKIA – It’s tough being #1 15

added value of the brand. In the long-term, as Nokia transitions from handsets into other markets, such as networking and Internet services, it will be able to leverage its brand; customers will have positive associations with the name and Nokia’s designs may provide a sense of not only being “hip” but innovative.

My Suggestion to the BRAND.

Suggestion to Brand Sony Ericsson as follows

.Sony Ericsson mostly concentrate on music feature of mobiles and provides MUSIC handsets in all range .

. Sony Ericsson must provide more business series phone as the current P-Series handset is not available in variety.

. Sony Ericsson must provide some more handset in Basic Entry Level phones as there is no much numbers of handset in basic entry level.

. Sony Ericsson must increase number of service centres as its difficult for an end user to search for Sony Ericsson Service Centre.

. Sony Ericsson After Sale Services should be reviwed as many end user are facing severe problem on that.

. Sony Ericsson phones are not more user friendly the basic software to be changed for solving the end user issues.

. Sony Ericsson must make more durable products as the current handsets are very delicate and hard to handle.

Consumer poll

Consumer poll

Questioneir

Q1-When you think of mobiles which brands comes to your mind first?

Q2-Which brand of handset you will prefer? Q3-Why? . Q4-Which model do you prefer? Q5-How will you rate the overall performance of nokia ? Excellent Very Good Good Average Poor Q6-Any particular advertisement that comes to your mind for the brand?