Brand Tracking Final NOKIA

8/10/2019 Brand Tracking Final NOKIA

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TABLE OF CONTENTS

Introduction____________________________________ 3

Executive summary______________________________4

Analysis part:

Brand Awareness___________________________ 6

Brand Image_______________________________ 7

Brand Response____________________________ 16

Brand Relation_____________________________ 21

Findings_______________________________________ 28

SWO Analysis_________________________________ 29

Recommendations_______________________________ 30

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INTRODUCTION

"o#ile p$one $as #ecome a need t$ese days as it $as really made it easy to communicate

wit$ eac$ ot$er% "o#ile p$one #ecame reality very late w$en only land line p$ones were

pre&erred% "o#ile p$one is considered to #e t$e ever uni'ue invention made in t$e $istory

o& tec$nology allowing people to easily communicate wit$ eac$ ot$er at any possi#le

distances% (eople adopted t$is t$ing as trend o& convenient way o& communication% Some

adopted it as &as$ion and &or some it #ecame a need% Al#eit) in t$ese &ast and complex era

o& society w$ere every t$ing is #eing utili*ed and $as some value in it) introduction o&

new tec$nology day #y day) increased purc$asing power) searc$ &or t$e #est in s$ort

possi#le time) complex and #usy routine o& people $as restricted t$emselves to &ind eac$

and every t$ing in s$ort possi#le time w$ic$ could provide t$em value) #ecause in t$is

paradox +ind o& time w$ere every t$ing is #eing copied and capitali*ed as well as

competition w$ic$ can strangulate you to #e t$e one in t$e mar+et% For t$is you need t$e

uni'ueness) di&&erentiation) and value creating activities t$roug$ w$ic$ you can easily

delig$t your customers) t$is is t$e only way t$roug$ w$ic$ you or your #rand can #e

eminent among your competitors% "ore or less) same is t$e case wit$ mo#ile p$one

manu&acturing #rands w$ere t$ey $ave #een very muc$ success&ul in o&&ering $ig$ly

di&&erentiated products at reasona#le price w$ic$ can delig$t customers as well% Since

many mo#ile companies came into existence #ut some o& t$em ,ust survived) &rom t$ere

to name t$ose some o& t$e old and success&ul mo#ile companies li+e "otorola) -o+ia)

.oda&one) A/) Siemens) Ericsson) and etc% some #ecame very strong #rands &or

customer pre&erences% -o+ia is one o& t$em and t$e #iggest success story surviving &or

t$at particular ever emerged trend and one o& t$e most advocated #rand in t$e $istory o&

mo#ile p$one manu&acturing) w$ere it $as captured t$e maximum mar+et s$are world

wide and playing a role as mar+et leader%

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-o+ia came in (a+istan too late) #ut due to its uni'ueness) dura#ility) 'uality) prices)

&eatures) style) and user1&riendly &unctioning &actors it was soon a#le to get t$e maximum

mar+et s$are) and now it2s t$e time w$ere -o+ia gets its maximum mar+et s$are &rom

Asian mar+et specially &orm (a+istani and Indian mo#ile mar+et w$ere people love to

spend to #uy a mo#ile p$one% $ey consider mo#ile p$one t$eir utmost need% Since

-o+ia is $ig$ly ac+nowledged #rand in t$e mar+et and its #rand pre&erences #y

customers and value o&&ering products) -o+ia is t$e $ot &avorite #rand prevailing in t$e

mar+et% $ese are t$e reason #y means o& w$ic$ we got motivation to actually measure

t$is particular #rand% $e t$ing is called BRA-3 RA45I-6) w$ic$ is vital &or any

#rand t$at can really $elp to recti&y any &ound discrepancy t$at may &all in t$e researc$ o&

Brand rac+ing% It actually &acilitates mar+eters t$at w$at actually t$e #rand is wort$ &or

in t$e eye o& customer%

EXECUTIVE SUMMARY

$is researc$ $elped us a lot to actually &ind out t$at w$at actually customers perceive

a#out -o+ia mo#ile p$ones% 3ue to t$is researc$ we really got some co$erent &indings

t$at will $elp us to #etter understand t$e #rand trac+ing o& -o+ia mo#ile p$ones%

Out o& t$e sample o& 78 respondents !0 are using -o+ia &rom past 9 years and 9 &rom

years) !! &rom 0 years and ; people are using -o+ia &rom t$e start% $e most important

t$ing &or a #rand to #e success&ul Brand Awareness is particularly important &or any

#rand% As results s$ows t$at -o+ia $as t$e second $ig$est #rand awareness o&


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;= o& t$e respondents out o& total 78 sample si*e perceive -o+ia as an executive

person) w$ile only 0;= o& t$e respondents perceive -o+ia as a strong $ealt$y person%

-o+ia is mostly towards t$e upper side o& t$e ra+ing as &our &actors $ave t$e average

eit$er 0 or less t$an >) w$ic$ s$ows t$ose particulars &actors more satis&actory as t$ey are

eit$er Best or 6ood in &unctioning%

Results depict t$at ?;= o& t$e respondents suggested t$at t$ey c$ange t$eir mo#ile

annually% Our results s$ow t$at mostly males c$ange t$eir mo#ile p$ones annually as

compared to &emales% Students and salaried persons are more in num#ers t$at t$ey do not

c$ange t$eir mo#ile p$ones so earlier% Results s$ows t$at only students are t$e one w$o

pre&er to visit mo#ile mar+et wee+ly or mont$ly #ecause t$ey are more interested to

gat$er in&ormation &or upcoming mo#iles and trends% students! said t$at -o+ia $as suc$ a 'uality t$at t$ey consider it to give it as

gi&ts and also would li+e to suggest ot$ers a#out it and out o& 7 $ousewives pre&er

-o+ia% Respondents $ave t$e image a#out -o+ia t$at t$is is &or young and middle aged

persons #ecause t$ey gave t$e $ig$er votes to t$e age segments o& !910 and 071>% out

o& 78 respondents) !8 said t$at it is complicated to c$oose a mo#ile p$one w$ile 9

respondents said t$at c$oosing a -o+ia mo#ile is complicated% On t$e ot$er side !>

respondents said t$at it is not complicated to c$oose a mo#ile p$one and !; respondents

said t$at it is not di&&icult to c$oose a -o+ia mo#ile p$one% Females li+e more to tell t$eir

&riends a#out newly purc$ased -o+ia p$one t$an males as out o& 0> &emale respondents

0! li+e to tell t$eir &riends and &amily% "ales and &emales #ot$ &eel pleasure w$ile #uying

mo#ile p$one #ut $ere t$e &emales &eel more pleasure t$an males #ut in t$e case o&

purc$asing -o+ia p$one #ot$ t$e genders &eel pleasure evenly%


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BRAND AWARENESS

Do you ko! "#ou$ $%&'& (o)o'* +, y&' $%" "-&

$%&'&.Nokia Sony Ericsson Motorola Samsung

Yes 94% 92% 98% 64%

No 6% 8% 2% 34%

No$&/ we didn2t c$oose S(SS to get our re'uired analysis &or t$is 'uestion #ecause S(SS

could not $elp us enoug$ to get our desired results t$at2s w$y we simply calculated t$e

ran+ings &rom @!1!8 in "icroso&t Excel and t$erea&ter calculated percentages%

I$&&$"$"$+o/

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$e most important t$ing &or a #rand to #e success&ul Brand Awareness is particularly

important &or any #rand% Since we $ave c$osen -o+ia &or its #rand trac+ing t$at is w$y

w$ere #rand awareness comes &irst% As results are s$owing t$at -o+ia $as t$e second

$ig$est #rand awareness o& > 99=

Samsung >0 9=

"otorola 0; 79=

6 !9 >0=

Ip$one < !;=

I$&&$"$"$+o/

A&ter getting in&ormation &rom t$e #rand logo recognition tec$ni'ue) we c$oose an open

ended 'uestion to list down t$e mo#ile names @#rand recalling w$ic$ people mostly

pre&er% $roug$ w$ic$ we got t$e !88= #rand recall &or -o+ia t$at people #uy -o+ia

w$enever t$ey will t$in+ to #uy a new mo#ile% Beside t$at Sony Ericsson got t$e second

$ig$est #rand recalling wit$ t$e score o& 99= t$at people will pre&er Sony Ericsson

w$enever t$ey will #e willing to #uy a new mo#ile% Furt$er more #rand recalling &or

ot$er mo#ile #rands li+e Samsung) "otorola) 6) and Ip$one are 9=) 79=) >0=) and

!;= respectively%

BRAND IMAE

If Nokia woul !a"e #een a !uman #eing t!an w!ic! $erson comes into your min%

Fre&uency 'ercent (ali 'ercent Cumulati"e

'ercent

e)ecuti"e $erson *+ +,-. +,-. +,-.

teac!er * +-. +-. /*-.

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young college Boy01irl / 2.-. 2.-. 3*-.

ol man 2 *-. *-. 3+-.

strong an !ealt!y $erson 2+ *,-. *,-. 4*-.

5ic! 'erson 6 3-. 3-. 4,-.

ot!ers 2 *-. *-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o

-ow a days #rand personi&ication is newly emerged tec$ni'ue &or mar+eters to get t$e

actual picture o& t$eir #rand in t$e eye o& consumers t$at w$at actually t$ey t$in+ o& t$at

particular #rand i& it would $ave #een a $uman #eing% According to our researc$ analysis

we categori*ed some c$aracters o& $uman #eing to trac+ down t$e actual picture o&

-o+ia% As results are s$owing in t$e a#ove statistics t$at ;= o& t$e respondents out o&

total 78 sample si*e perceive -o+ia as an executive person) w$ile only 0;= o& t$e

respondents perceive -o+ia as a strong $ealt$y person% Al#eit) #e&ore getting t$e actual

results we were t$in+ing t$at pro#a#ly respondents will give t$e $ig$er percentage to

Coung 4ollege BoyD6irl #ecause -o+ia $as literally come up wit$ its new design and

enoug$ &eatures to compete well in t$e mar+et and especially t$ey are advertising

t$emselves li+e a teen age mo#ile p$one targeting more onto t$e CO-6 BOO3% But

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un&ortunately we are una#le to get t$ese particular results #ecause only !8= o& t$e

respondents perceive -o+ia as Coung 4ollege BoyD6irl%

For !ow long !a"e you #een using Nokia%


'ercent

(ali $ast 3 year 2* *+-. *+-. *+-.

$ast + years 3 2*-. 2*-. 63-.

$ast * years 22 **-. **-. /,-.

$ast 2 year 3 2*-. 2*-. 7.-.

$ast 68+ mont! * +-. +-. 7+-.

more t!an 3 years / 2.-. 2.-. ,+-.

from t!e start , 23-. 23-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o/

$e &re'uency ta#le s$ow t$at out o& t$e sample o& 78 respondents !0 are using -o+ia

&rom past 9 years and 9 &rom years) !! &rom 0 years and ; people are using -o+ia &rom

t$e start%

7/Image comparison wit$ ot$er #rands on t$e #asis o& &ollowing &actors

Factors NokiaSony

Ericsson Motorola Samsung

9uality 2.4 3.76 4.74 4.42

Feature 2.46 3.4 4.74 3.92

'rice 5.08 4.62 4.58 4.58

Style 3.28 3.64 3.7 3.72

:ura#ility 2.14 3.88 4.68 4.6

;ser frienly 2.06 3.58 4.32 3.8

We also did image comparison o& -o+ia wit$ ot$er mo#ile #rands li+e Sony Ericsson)

"otorola) and Samsung on t$e #asis o& six &actors li+e Guality) Features) (rice) Style)

3ura#ility) and ser Friendly% We did t$is analysis t$roug$ Excel #ecause S(SS was

getting t$e discrepancy &or us to get t$e re'uired results% We set t$e scale to ran+ t$e

&actors &rom !1!8) w$ere ! represents Excellent and !8 represents Worst% A&ter adding up

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all t$e given num#ers to t$ose particular &actors we divided total answer #y 78) w$ic$ is

t$e total sample si*e to get average%

I$&&$"$+o

As results are s$owing t$at -o+ia is mostly towards t$e upper side o& t$e ra+ing as &our

&actors $ave t$e average eit$er 0 or less t$an >) w$ic$ s$ows t$ose particulars &actors

more satis&actory as t$ey are eit$er Best or 6ood in &unctioning% Only price &actor o& t$e

-o+ia $as not #een success&ul to get t$e good average score #ecause respondents t$in+

t$at prices o& -o+ia mo#ile prices are still $ig$er t$an ot$er #rands% Anot$er &actor w$ic$

$as #een una#le to get t$e re'uired score and t$at is Style #ecause it got >%0; w$ic$ is

,ust 6ood or more towards Fair on t$e ran+ing and t$is t$ing $as led t$is &actor to #e

considered) #ut price is t$e serious &actor w$ic$ s$ould #e considered as soon as possi#le%

I-")& u+u&&''/

9uality? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuent


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A&ter t$at overall analysis o& -o+ia image we analy*ed -o+ia on its di&&erent &actors li+e

Guality) Feature) (rice and etc% We did 4ross a#ulation &or t$is w$ere we 4ross ta##ed

eac$ &actor wit$ occupation% Because we want to +now t$at w$at people actually do t$in+

a#out eac$ &actor varying in t$eir occupationH

As results are s$owing a#ove t$at it2s t$e Students t$at t$in+ Guality o& t$e -o+ia mo#ile($ones are excellent) w$ereas ot$er persons w$o are our salaried persons t$in+ t$e most

t$at -o+ia mo#ile p$ones are o& $ig$er 'uality%

Features? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuen

t


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(ery Ba 2 . . . 2

orst . . . 2 2

Total *6 / 7 2/ /.

A&ter doing 4ross a#ulation Guality &actor wit$ occupation we did t$e same #ut now

wit$ t$e Feature &actor w$ere data depicts t$at Student class on t$e &irst t$in+s t$at -o+ia

&eatures are excellent and secondly its Business class w$o t$in+s t$at -o+ia is o&&ering

competitive &eatures% Students mostly li+e multimedia &eatures li+e "usic player)

4amera) Wi&i) and Bluetoot$ and etc) w$ic$ -o+ia $as #een eminent to o&&er suc$ +ind o&

&actors% W$ereas Business class is also very muc$ satis&ied t$at -o+ia is o&&ering a

separate mo#ile line to t$em as t$ey re'uire some pro&essional &eatures li+e E1mail

&acility and notes in mo#ile% $at2s w$y Business class along Students gave Excellent

ran+ing to -o+ia on its &eatures%

'rice? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuen

t


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ust . . . * *

'oor 2 . 2 2 6

Ba + . 6 . 7

(ery Ba * . 2 . 6

orst . * 2 * /

Total *6 / 7 2/ /.

As we saw in

t$e earlier

part o& t$e #rand

image o& -o+ia mo#ile p$ones t$at its prices are not so muc$ overw$elmed% Same is t$e

case

$ere

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w$ere we can see t$at ma,ority o& t$e opinions &all #etween S and WORS) #ut

students along salaried persons agreed t$at -o+ia prices are 6ood% But i& we see t$e

opinions o& Business 4lass w$ic$ is eit$er on t$e Fair scale or t$ey are only on t$e dar+

side o& t$is particular scale) w$ere t$ey are scoring more towards Bad or eit$er Worst%

Style? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuent


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w$ic$ was not in t$e practice #e&ore) #ecause now competition $as raised so muc$ t$at

you cannot survive wit$out innovation%

:ura#ility? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuent


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;ser Frienly? @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuen

t


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After !ow muc! time o you c!ange your mo#ile $!one%


'ercent

(ali weekly 2 *-. *-. *-.

Bi annually 2. *.-. *.-. **-.

Annually 64 7,-. 7,-. 2..-.

Total /. 2..-. 2..-.

Our results depict t$at ?;= o& t$e respondents suggested t$at t$ey c$ange t$eir mo#ile

annually% Only 08= are t$ose w$o c$ange t$eir mo#ile p$one Bi1annually depending

upon t$eir income level%

%

After !ow muc! time o you c!ange your mo#ile $!one% @ 1ener Cross

ta#ulation

1ener Total

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Male Female

After !ow muc! time o

you c!ange your mo#ile

$!one%

weekly . 2 2

Bi annually 3 + 2.

Annually *2 2, 64

Total *7 *6 /.

Our results s$ow t$at mostly males c$ange t$eir mo#ile p$ones annually as compared to

&emales) #ecause t$ese days mo#ile p$one $as #ecome a status sym#ol &or people and

specially &or males) #ecause t$ey li+e to spend time in di&&erent gat$ering w$ere any tiny

t$ing is supposed to $ave an eye on it t$at w$at you are carrying wit$% $at2s w$y t$ey

$ave less consistency to c$ange mo#ile p$one &or a longer period o& time%

After !ow muc! time o you c!ange your mo#ile $!one% @ Occu$ation Cross ta#ulation

Count

!?


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Occu$ation Total

Stuent


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Stuent


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'ercent

(ali yes +/ 4.-. 4.-. 4.-.

Ne"er / 2.-. 2.-. 2..-.

Total /. 2..-. 2..-.

According to our researc$


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As results are s$owing t$at ?0= o& t$e respondents $ave agreed t$at -o+ia is success&ul

to conveying t$e message troug$ advertisement% "ostly people are on t$e agree side t$at

t$ey are attract t$roug$ media%

BRAND RE:ATION

Buying a Nokia mo#ile $!one is like #uying a gift for me- @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuent


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(ali 23*+ *2 +*-. +*-. +*-.

*/6+ *2 +*-. +*-. ,+-.

6/++ 3 2*-. 2*-. 43-.

+//+ * +-. +-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o/

$e cross ta#ulation results s$ow t$at most o& t$e respondents $ave t$e image a#out

-o+ia t$at t$is is &or young and middle aged persons #ecause t$ey gave t$e $ig$er votesto t$e age segments o& !910 and 071>% t$e details s$ow t$at age group o& !910 $ave 0!

votes and age group o& 071> $ave again 0! votes w$ile only ; respondents voted on

ot$er age groups%

C!oosing a Nokia mo#ile $!one is

rat!er com$licate

C!oosing a mo#ile $!one is rat!er

com$licate

Fre&uency Fre&uency

(ali Strongly

Agree

3 2.

Agree 2. 24

Neutral 26 ,

:isagree 2, 26

Strongly

:isagree

6 .

Total /. /.

I$&&$"$+o/

-ow we can see t$at !8 respondents said t$at it is complicated to c$oose a mo#ile p$one

w$ile 9 respondents said t$at c$oosing a -o+ia mo#ile is complicated% On t$e ot$er side

!> respondents said t$at it is not complicated to c$oose a mo#ile p$one and !;

respondents said t$at it is not di&&icult to c$oose a -o+ia mo#ile p$one% Overall t$e

results s$owed t$at #uying a -o+ia mo#ile p$one is not complicated #ut c$oosing a

mo#ile p$one is complicated w$ic$ is not in t$e case o& -o+ia%

:o you like to tell your friens an family a#out your newly $urc!ase Nokia mo#ile $!one%

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Fre&uency 'ercent (ali 'ercent Cumulati"e 'ercent

(ali Strongly Agree *6 +3-. +3-. +3-.

Agree 27 6+-. 6+-. ,.-.

Neutral , 23-. 23-. 43-.

:isagree 2 *-. *-. 4,-.

Strongly

:isagree

2 *-. *-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o/

Jere out o& 78 respondents 8 respondents agreed to t$e statement t$at t$ey would li+e to

tell t$eir &riends and &amily a#out t$eir -o+ia cell p$one%

:o you like to tell your friens an family a#out your newly $urc!ase Nokia mo#ile $!one% @

1ener Cross ta#ulation

1ener Total

Male Female

:o you like to tell your

friens an family

a#out your newly

$urc!ase Nokia

mo#ile $!one%

Strongly Agree 26 2. *6

Agree 3 22 27

Neutral 7 2 ,

:isagree 2 . 2

Strongly :isagree . 2 2

Total *7 *6 /.

I$&&$"$+o/

$e cross ta#ulation results s$ow t$at &emales li+e more to tell t$eir &riends a#out newly

purc$ased -o+ia p$one t$an males as out o& 0> &emale respondents 0! li+e to tell t$eir

&riends and &amily w$ile out o& 0? male respondents !< li+e to tell t$eir &riends and

&amily a#out t$eir new cell p$one #ut #ot$ $ave t$e same attitude to s$ow t$eir new cell

p$one in social circle%

!at is your attitue towars Nokia%

0>


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(ali Best *2 +*-. +*-. +*-.

1oo *3 /*-. /*-. 4+-.

Neutral 2 *-. *-. 43-.

Ba 2 *-. *-. 4,-.

orst 2 *-. *-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o/

$ese results s$ow t$at out o& t$e 78 sample si*e ? respondents $ave a positive attitude

towards -o+ia%

!at is your attitue towars Nokia% @ Occu$ation Cross ta#ulation

Occu$ation Total

Stuent


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1ener It gi"es me $leasure to

$urc!ase a mo#ile $!one-

It gi"es me $leasure to $urc!ase a

Nokia mo#ile $!one-

Male Mean 2-43 2-7+

D of Total Sum /7-.D /6-+D

Female Mean 2-7+ 2-7,D of Total Sum +6-.D +3-3D

Total Mean 2-,3 2-73

D of Total Sum 2..-.D 2..-.D

I$&&$"$+o/

Jere t$e comparison o& means s$ows t$at males and &emales #ot$ &eel pleasure w$ile

#uying mo#ile p$one #ut $ere t$e &emales &eel more pleasure t$an males #ut in t$e case

o& purc$asing -o+ia p$one #ot$ t$e genders &eel pleasure evenly% Anot$er point o& viewcan #e extracted &rom t$ese results t$at males &eel slig$tly more pleasure w$ile #uying

-o+ia t$an any ot$er #rand%

5e$ort

After #uying a Nokia mo#ile $!one8 if my c!oice $ro"e to #e $oor t!an I woul #e really u$set-

1ener Mean D of Total Sum

Male *-** /.-,D

Female *-/* +4-*D

Total *-63 2..-.D

I$&&$"$+o/

We $ave c$osen t$is 'uestion #ecause t$is s$ows us t$at eit$er male get up set i& t$eir

c$oice proved to #e poor a&ter #uying -o+ia or &emale #ut males are more agreed to t$is

statement t$an &emales #ut #ot$ o& t$em are agreed to t$is statement%

I am more intereste in Nokia-


(ali Strongly

agree

*. +.-. +.-. +.-.

Agree *. +.-. +.-. ,.-.

Neutral , 23-. 23-. 43-.

:isagree * +-. +-. 2..-.

Total /. 2..-. 2..-.

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I$&&$"$+o/

-ow $ere we can see t$at out o& 78 respondents 08 respondents are strongly agreed t$at

t$ey are more interested in -o+ia and again 08 respondents are interested in purc$asing

-o+ia and only ; respondents $ave allocated t$emselves in neutral *one% We can

conclude t$at 8 respondents are interested in no+ia%

5e$ort

I am more intereste in Nokia-


Male 2-7, /*-*D

Female 2-42 +7-,D

Total 2-,+ 2..-.D

I$&&$"$+o/

$is ta#le s$ows t$at males are more interested in -o+ia t$an &emales% It is giving t$e

view t$at all t$e respondents are li+e to ma+e positive relation wit$ -o+ia%

5e$ort

:o you satisfy wit! t!e &uality of Nokia w!en you com$are it wit! $rice%

Income Mean D of Total Sum

Less t!an */... *-*, 64-.D

*/...+4... *-.. **-4D

/....7+... 2-37 24-.D

7/...2..... *-.. 2-4D

More t!an 2..... *-/7 27-2D

Total *-2. 2..-.D

I$&&$"$+o/

We compared t$e means o& satis&action o& 'uality wit$ price to income level o& t$e

respondents and t$e results s$ows t$at t$e persons #elong to t$e income level o& 788881

?888 is more satis&ied wit$ t$e 'uality and price t$an ot$er income level groups and

t$ey don2t consider price as an important &actor% We can also see t$at t$e income group

w$o $as less t$an 07888 is not satis&ied wit$ t$e 'uality to price and considers price as

t$e most important &actor among all &actors%

09


27/30

oul you like to $urc!ase Nokia again%


(ali Mostly Agree */ /.-. /.-. /.-.

Agree *. +.-. +.-. 4.-.Neutral / 2.-. 2.-. 2..-.

Total /. 2..-. 2..-.

I$&&$"$+o/

$e &re'uency ta#le s$ows t$at out o& 78 respondents 07 are mostly agreed and 08 are

agreed to purc$ase -o+ia again w$ile only 7 respondents are neutral% It gives us a clear

picture o& t$e strong #rand image o& -o+ia #rand%

5e$ort

oul you like to $urc!ase Nokia again%


Male 2-/4 /6-,D

Female 2-32 +3-*D

Total 2-3. 2..-.D

I$&&$"$+o/

We $ave c$osen t$is 'uestion to c$ec+ t$e gender2s pre&erence towards -o+ia cell p$ones

so we compared t$e means o& purc$asing #e$avior and gender and it is clearly s$own #y

t$e ta#le t$at #ot$ male and &emales $ave positive attitude #ut males are more dominating

t$an &emales% So we can say t$is t$at males and &emales #ot$ pre&er to #uy -o+ia again%

SWOT ANA:YSIS

:

I& we see t$e SWO analysis o& no+ia we come to +now t$at -o+ia $as more strengt$s

and opportunities t$an its wea+nesses and t$reats%

STRENT;S/

4ompetitive advantage on all t$e ot$er #rands

0?


28/30

Well esta#lis$ed #rand

3ura#ility

Better Guality

Wide product range

E&&icient distri#ution c$annel

-o+ia $as $eig$ts mar+et s$are in all over t$e world

Economies o& scale

WEA


29/30

;9= o& t$e total 78 users are using -o+ia mo#ile &or last two years%

$e image o& -o+ia $as a #rilliant impression in t$e mind o& customers as t$ey

$ave c$oose -o+ia as an executive person%

Out o& t$e sample o& 78 respondents


30/30

-o+ia s$ould give more warranty period%

-o+ia s$ould improve sound 'uality%

-o+ia s$ould solve t$e issues regarding mo#ile p$one so&tware%

Buy one get one &ree s$ould #e o&&ered #y -o+ia in case o& more purc$asing%

-o+ia s$ould introduce new / extensive &eatures%

$e tal+ time #ac+ up timing s$ould #e more t$an ot$er #rands%

-o+ia S$ould introduce lig$t weig$t mo#iles%

-o+ia s$ould increase t$e advertisement t$roug$ di&&erent media in order to

attract more customers%

S$ould continue wit$ more user &riendly in -1series mo#iles%

$ey s$ould continue improve wit$ 'uality standards%

-o+ia s$ould increase t$e num#er o& its own outlets in eac$ city%

Increase t$eir a&ter sale service centers%

%

Documents

Brand Tracking Final NOKIA