Nokia Group 3 Final Premid

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Project Report: Nokia

1/26/2011

Submitted to: Prof Satish S M

Section F - Group 3

Gaurav Bhuwania PGP26341

Neha Kumar PGP26353

Saurabh Suman Yadav PGP26365

Sumeet Saurav ABM07022

Sushil Darveshi PGP26374

India is a very important country for

Nokia in terms of market share and is

amongst top three markets for it globally.

Nokia works closer with operators in

India to increase geographical coverage

& lower the total cost of ownership for

consumers. This report is a brief account

on the existing marketing channel

strategies & the existing physical

distribution cum logistics strategies

resorted to by Nokia. It also gives an

analysis of the sales force design carried

out by Nokia to market cell phones, study

of pros and cons along with

recommendations to improve the

distribution network.



1

Table of Contents

Nokia: Market Channel Strategy .............................................................................................................. 2

Rural Markets .......................................................................................................................................... 2

Nokia distribution structure in India......................................................................................................... 3

Role of Channel Partners ......................................................................................................................... 3

Sales Force Design .................................................................................................................................. 4

Sales Force Compensation: ...................................................................................................................... 5

Recommendations ................................................................................................................................... 7

Existing Marketing Communications Objectives: ............................. ........................... ........................... ... 8

Marketing Communication Objectives: .................................................................................................... 9

Message focusing on creation of product awareness ............................................................................. 11

Choosing among major media types ...................................................................................................... 13

References............................................................................................................................................. 15



2

Nokia: Market Channel Strategy

The mobile phone industry is very competitive and the market channel strategy plays an important role

for a company in determining its market share and hence overall growth prospects. According to V

Ramnath, director Branded Retail - Nokia India, the company has a network of more than 190,000 outletsacross the country with a presence in almost every town and villages that fall into the circle of the

nationwide mobile network in the country. Nokia has a retail point at every five kilometers for every 20

sq. km, informs Ramnath. Nokia¶s wide distribution reach has gone a long way in ensuring that it

maintains it market leader position.

Let¶s us now see Nokia¶s channel strategy and examine some of its best practices and compare them with

the competitors namely Samsung, LG, Motorola the new companies like Karbonn, Zen, Micromax.

The major channels through which Nokia operates are:

y Multi-brand mobile dealers ± To cater to the masses, the conventional mobile phone retail storesremain the major distribution channel for Nokia. This channel caters to the need of the customers who

demand variety as well as value for making a purchase decision. Apart from distributing to the local

mobile retail stores, Nokia has tie-ups with all multi-brand mobile stores which enjoy nation-wide

presence in India and are recognized for their service and price discounts. Few of the major players

are Hotspot, Univercell, The Mobile store and RPG Cellucom.

y N okia priority dealers -- Nokia Exclusive Stores namely PRORITY DEALERS are all franchised

outlets. For an existing store to be converted into a priority dealer, the store must satisfy a set of

eligibility criteria like a certain number of footfalls, location in a prime real estate, and so on. Thischannel helps Nokia serve its loyal customers and get in direct contact with them.

y N okia concept stores -- Nokia opened its first Concept Store in Bangalore, a store first of its kind in

India, claims Nokia. Here again we see that Nokia was ahead of its competitors in delivering

maximum value to its consumers. There are a total of nine Nokia Concept Stores designed in the

global formats across the country and the recent store in Colaba, Mumbai is the second NCS in the

city itself. The intention is to provide a consistent, world class experience to consumers and in doing

so, reinforcing their trust in the Nokia brand. Nokia Concept Stores offer a complete portfolio of

According to Shankar Subramanian, director retail, Nokia India, the Concept Stores are designed toexpress Nokia brand heritage. The aim here is to reach out to the consumers with end-to-end exposure

on Nokia products and services all under one roof.

Rural Markets

Initially, Nokia didn¶t concentrate on the rural markets, but due to increased and intense competition in

the urban markets, it undertook major strategic steps to enter the rural markets. As per 2009 statistics,



3

Nokia Chennai factory

Nokia MotherWarehouse, Gurgaon

HCL Distri

utor

Re-distri

ution StockistSupplier (RDSS)

Retailers

there were about 249 million subscribers and 93 million rural subscribers in India; these represent 81

percent and 12 percent penetration in the respective markets as compared to the national average of 31

percent. This represents a huge, attractive and untapped potential for the telecom companies to exploit.

Tie-up with SKS Microfinance: In 2008 Nokia tied up with SKS Microfinance and Airtel to provide a

bundled offer to the rural consumers. Attracting rural consumers by teaming up with local organizations

has been a key part of the global strategy Nokia since 2006.

Other Innovative Rural Channels: Further strengthening its first mover advantage Nokia is reaching to

millions of potential rural subscribers through innovative channels µshowrooms on wheels¶ and µRural

care on the go¶² marketing and servicing vehicles, respectively.

Nokia distribution struct ure in India

Nokia started distributing its phones through a partnership with HCLI which

had already built an extensive network for its own products. In 2006, Nokia

decided to supplement that with its own distribution efforts by taking over

50% of the distribution network. Nokia believed that there was a tremendous

growth opportunity and it was best exploited when the resources utilization of

both companies was optimized. Nokia and HCLI have decided to develop a

go-to-market strategy to jointly address the coverage needs of the urban and

widely dispersed rural areas, while rest are handled individually. In the cities

where the market is maturing, buyers are looking at more sophisticated

mobile phones, such as Nokia's E-series phones (to serve business users) and

the N-series (which have multimedia features). In rural India, affordability is

an issue and hence there is a different range for this constituency.

Role of Channel Partners

N okia

Nokia manufactures its mobile in Chennai manufacturing plant and then it transfers to Nokia¶s mother

depot which is located in Guragaon. They also provide assistance in selection of channel partners like

redistributors, Dealers, Franchisees, etc. Besides this they provide monetary assistance in Store

development for Nokia Priority dealers, help in promotion of products on mass scale as well as in store

and training of the sales force of partners at every level.

HCLI

HCLI Info has been handling distribution of Nokia phones for 15 years. HCLI currently has 30,000

channel partners (dealers), some of which it has been transferred to Nokia. The absence of any other

distribution partner ensures that there is no price-cutting.



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HCLI starts distributing Nokia¶s product from a regional depot, like Gurgaon for NCR region. HCLI

takes order from different redistributors appointed in the region and then supplies the product to the

dealers with the help of RDSS (Re-Distribution stockiest supplier).

HCLI also takes care of appointing partners and operation of Nokia Care centres. Currently there are care

centres in more than 180 cities across India.

Re-Distribution stockiest supplier ( R DSS)

Nokia manufactures its products in Chennai and then transfers it to Nokia¶s mother depots. HCLI takes

orders from various distributors in a region and then supplies the product to various retailers with the help

of RDSS. RDSS, assisted by Nokia, also take responsibilities like recruiting sales force, training and

developing. Stocking norms of Nokia- HCLI agreement says that HCLI depot should have 7 days supply,

RDSS in any city should have 5 days of supply. RDSS operate only in their designated territorial zone. In

case of conflict HCLI acts as the arbitrator.

Dealers

Nokia Priority dealers, Multi brand and individual dealers are all served by RDSS. Dealers are explained

the features of every new launch mobiles, different schemes and offers by Nokia¶s representatives. Re-

supplies are always just a phone call away and the delivery is made within a few hours. Besides, Nokia

assists most dealers in the region in the store set-up and design. The price points sometimes dictate the

type of outlet.

Sales Force Design

Sales Force Objective:

y Maximize sales of Nokia handsets with high-end products as the preferred ones

y Promotion of services provided by Nokia such as OVI suite, mobile email, music etc.

DistributionChannel

Sales ForcePenetrate

market deeperExplore new

markets

Assist in newproduct

Receivablecollection

Share & gainmarket insight

Nokia CareCentres

Sales ForceObjective Sales ForceStrategy Sales ForceStructure Sales Force Size Sales Force

Compensation



5

Sales Force Strategy:

y Contractual Sales Force: Outsourcing sales to regional company (People Concept in Lucknow

and some parts in North India)

Sales Force Structure & Size:

Sales Force Compensation:

In an interview with Nitin, a sales representative of Nokia in Lucknow, he stated that the entire

Compensation policy is managed by the regional company which has been responsible for the sales of

Nokia.

Quantification of Sales-force compensation components: (People Concept in Lucknow)

y Fixed amount: The fixed component is zero

y Variable Amount: 100 per cent salary of a sales person is variable. Half of the variable amount is

dependent on the volume of sales (performance) and the other half on behavioral factors

Fitness of Strategies

y Outsourcing sales responsibility to regional company helps Nokia in lengthening its reach to

remotest area in the region. They need not train their employees to adjust to the local

environment.

y Design of sales force compensation is in the hands of regional company and Nokia has to pay

only a commission to that company. 100 per cent variable pay puts an enormous onus on the sales

force to promote the sales or services provided by Nokia.

1 regional general manager in each

region (N,S,E,W )

Regional

GeneralManager

3-4 regional sales manager in each regionRegional Sales

Manager

1 ASM per state segregated on basis of

market & a sales force FFT reports to Nokias ASM

Area SalesManager (ASM)

� Managed by the outsourced company

� Direct Interaction with the customers

Field Force

Team (FFT)



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y Main priority of sales force is the sales of high-end products. However, the same sales force also

caters to lower-end products.

Competition in High-end: Nokia is expected to report its third profit fall in a row as the mobile

phone company struggles to compete against high-end smart phones of Apple and Samsung,

while also losing share at the cheaper end of the market.

(Source:http://economictimes.indiatimes.com/news/international-business/nokias-market-share-

troubles-to-hit-profits/articleshow/7319149.cms).

Hence, the strategy to promote high-end phones is to increase profits and market share, which has

been diminishing in recent times.

Major Problems Faced

Terms and condition of the deal between Nokia and HCLI has never been revealed in the public domain.

Hence, the problems faced by HCLI are not known publicly. Since, the deal to divide distribution

territories was signed in 2006, there has been some issues for HCLI. Nokia has also refused to confirm or

deny plans on appointing distributors for the territories under its control after the revised agreement.

On its part RDSS are quite happy with their functioning. They are satisfied with the products, quantum of

sales and promotional support provided by the company.

A few minor issues that possibly could become concern in future were :

¢ Credit period given by Nokia is very low compared to its competitors ± just 7 days compared to 15

days offered by Samsung and LG

¢ Margins offered are very low compared to competitors who could become larger player over new

few years. Nokia offers just 2% margin to dealers compared to around 10% offered by LG and 18%

offered by Samsung

¢ The damage piece policy has been cause of concern for some dealers/ RDSS. Although minimal

damaged pieces have been reported over years, if any physically damaged handset is found, it

sometimes leads to dealer/RDSS having to bear with it.

Major Points of conflict

¢ There has been no point of conflict reported by RDSS or the dealers over the years. Nokia-HCLI

has marked the territories very effectively and has been strict in ensuring that territories are not

encroached upon by dealers or RDSS. There has also been no conflict amongst channel partners

at different levels or channel partners at same level. Payments, delivery of goods ordered and

services have also been impeccable.

¢ Relations between Nokia and HCLI are deeply ingrained in their system and if there has ever

been any conflict or disagreement, it has never been reported in any open forum.



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Major Problems / I ssues I dentified

¢ With market scenario changing, smart phones are increasing their share of total mobile phones

market. Although Nokia too has presence in this segment, but with multiple recent offerings

launched by Blackberry, Apple and Samsung market is set to become more competitive for Nokia.

Compared to Nokia all these companies are offering better credit terms and margins and this may

lead to dealers and RDSS moving over to these competitors.

¢ Dealers reported Nokia¶s executives never try to pressurize them in keeping their phones on

prominent displays or push sales when customer walks into the store. On the contrary, LG,

Samsung and other rival brand¶s sales executives repeatedly exhort dealers to keep their products in

prominent displays.They even ask the dealers to push their handsets when customer asks for

Nokia. Till now Nokia has done strong promotion and relied on the pull of its products and brand to

make the sales. But in future, as the market gets competitive, Nokia will find this tougher and

should start forming strategy to counter such moves of its competitors.

¢ Service centers of Nokia are managed by HCLI in assistance with Nokia personnel. Although,

defects and problems in handsets have been very low compared to competitors, the handling of

service has not been impeccable. Service centers usually take time and at some centres have long

waiting list. This makes customers to move to cheaper and convenient local mobile repair shops.

As parts used are not genuine and sometimes results in handset damage, customers end up blaming

Nokia as much as they blame Local shop.

Recommendations

Review the credit period allowed to dealers and RDSS periodically taking in consideration the

competitive structure of the market

Have a multiple complaint channels as channels tend to get choked due to the bulk of complaints

coming in everyday. Nokia Priority dealers can be used as centres where complaints can be

registered and can be dealt in an organised way

Nokia has to be make its sales executives more pushy keeping in mind the tougher competition from

previously smaller players like LG and Samsung

The distribution network of Nokia is very wide but there are certain areas where no brands have

reached. In these areas distribution is not very effective and thus Nokia should work on its

distribution in these areas. Some dealers said that missing piece in Nokia¶s product line is absence of

stylish mobiles in range of Rs.3000-5000. This highlights reliance of Nokia on HCLI for market

information gathering. Nokia in itself is disconnected from its dealers and has no mechanism to

gather this insight from them.



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Existing Marketing Communications Objectives:

Nokia is the world's largest manufacturer of mobile devices; a leader in equipment, services and solutions

for network operators; and a driving force in bringing mobility to businesses. The brand which already

has high levels of recognition attached to it has been following an aggressive advertising strategy to

enhance its brand equity and the top-of ±the-mind brand recall. When customers were asked about what

stood out in all the Nokia advertisements they had seen, they said that the advertisements portrayed a

blend of a blend of style and functionality. The advertisements focused heavily on the product design for

style and various superior features indicating a superior performance.

Unlike most other mobile phone makers, Nokia's advertising strategies are often aimed at the low end

consumer. For instance, the Made for India advertisement for the Nokia 1100 is targeted at the entry-

level phone user. It showed the mobile tied to the fender of a truck that traverses the length of India. The

implicit message is that phone still works at the end of the long, hot, dusty, journey. Nokia's

advertisements have dwelt on the human angle of mobile technology, rather than emphasize their

technical aspects. Localized communications has helped reinforce the core brand strength of human

technology that appeals to consumers. The Har Jeb Mein Rang (color in every pocket) advertisement

was created keeping in mind a market aspiring to go for color displays. As a market leader, Nokia's

advertising has also played the role of educator. During the days when phones in the grey market sold

much more than legal phones, Nokia undertook a campaign to educate people about the advantages of

going legit. It is not the first handset maker to have Hindi text display for SMS, but its hardsell campaign

showing the Hindi text on a display has enabled it to usurp this position in the minds of the general

consumer.

High-end phones: With declining market shares due to severe competition in high-end phones, the

company has launched several N-series, E-series and C-series phones to position them as the hi-tech

series of smart phones with capabilities matching that of their competitors. The target audience was the

techno-savvy young employees of the rich class who were also socially conscious. Due to its already

existing effective communications mix, the company could follow the same themes of design and

functionality, which have been the two biggest selling points of the N-series.

Rural Market: Today, rural consumers account for 25% of Nokia phone sales in India, and the target

next year is 30%.With mobile phone penetration in the rural market almost doubling to 20% over the past

year, according to the Cellular Operator Association of India (COAI), a trade association -Nokia has been

aggressively pursuing an even more targeted expansion strategy in smaller towns and villages. And Nokia



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has been developing the rural market with appropriate products for a long time, unlike other players. But

now, Nokia's first mover advantage in rural India is being chipped away. Both home-grown and foreign

rivals are muscling in on Nokia's rural territory, beating it down on price.

Marketing Communication Objectives:1. Brand Awareness: The Company has promoted the products heavily and has advertised the products

heavily. This is done to increase brand recall. This brand recall is done by the consumers outside the

store and top-of-the-mind recall becomes the most critical factor. The company aimed to achieve high

brand recall through its communication strategy.

2. Brand Attitude: The communication mix of Nokia is portraying the product with a positive

orientation.

The high-end product not only provides one with the advantage of such hi-tech cutting edge technology

but also is a symbol of social status. In rural India, as percentage of their income, buying a durable is a

significant outlay. As a result of which they place a very high premium on the brand. If Nokia has the

feature that they want, they will not touch any other brand.

However, despite of all these advertisements Nokia has not been able to regain its lost market shares

which dropped to 36% from 54% a year ago. Hence, Nokia is trying to push up the sales through

following market objectives:

1. To increase sales through offering services in areas like entertainment (music, videos),

communication (email, chat), agriculture (weather updates, crop prices) and education.

Nokia aims to bundle these services with its handsets. So, for instance, it offers push email in its mid - to

high-end handsets, and email on entry-level mobiles. Nokia offers about 50,000 applications and has

about 180,000 developers in India working for it. As per D Shiva Kumar, MD of Nokia India, it will be a

significant area of growth and will help in revival of the handset business.

2. To promote Nokia Ovi email services in regions where it has struggled to grow:

Recently, Nokia has undergone a deal with Yahoo in which Yahoo will host Nokia's Ovi email on phones

exclusively and Nokia in turn will provide maps and navigation for Yahoo.

"Location, maps and navigation will get more mind-share, will get more attention in the US and many

more users in the North American market," said Kallasvuo, Nokia Chief Executive. "This is one step

we're taking in making our position stronger in the US.´

Also in India, they conduct sales campaign in many of colleges¶ fests and promote email services by

registering user and sending them messages highlighting the benefits of email services.



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3. To provide more value to the rural customers by promoting additional services:

N okia Life Tools: Nokia has heavily advertised ³Nokia life tools´ through Radio and newspapers which

was launched last autumn in India. It bundles a handset with a service for farmers so that they can get

access to crop prices and weather forecasts as well as English lessons for a monthly fee beginning at 65

cents.

4. To generate awareness about Eco friendliness through proper recycling of used handsets:

³P lanet Ke rakhwale´: The Company installed recycling bins at all Nokia Priority Dealers and Nokia

Care Centers for consumers to drop their old handsets, batteries and chargers a year ago. The first phase

of this campaign was carried out as a pilot in Delhi, Gurgaon, Ludhiana and Bangalore, with the company

collecting more than three tonne of waste in 45 days. This drive now covers 28 cities across the country.

According to Viral Oza, head of activation, media and online sales & marketing at Nokia India,

fundamentally Nokia owes a responsibility to be mindful of the environment in the way that they work;

this is very much within their heritage as a Finnish company and their values as an organization. They

also see business benefits in being environmentally responsible

Fitness of these strategies:

y Promotion of services and increase in sales:

In the second quarter of 2010, Nokia¶s market share dropped to 36%, from 54% a year ago, according

to research firm IDC. Hence Nokia¶s recharge strategy revolves around two points.

1. Defensive stop: new devices to take on local brands.

2. Offensive charge: value-added services for the masses.

³It is not possible for any market to support a hundred brands,´ D Shiva Kumar, MD Nokia India

says. When phone design, features and technology are getting commoditised, these value-added

services may be the game-changer. Nokia is building a portfolio of services that will be bundled with

all handsets.

y Nokia claims Life Tools has attracted nearly one million users using just one service provider - Idea

Cellular, the telecom arm of conglomerate Aditya Birla Group. It expects faster growth as it expands

the tool using other service providers.



11

Message focusing on creation of product awareness

Product Ad Description Message ConveyedTarget

AudiencePositioning

Nokia 1100

Made For India-Truck driver and his

assistant travellingwith the mobile tied

to the front portion

of the truck

y Focus on built-inflashlight, dust proof non

slippery grip and lightweight

y Robust to withstandIndia¶s heat, dust and

humidity

Lower/Middlestrata of theIndia society

Mobile phonecustomizedfor Indianconditions

Nokia 1600

Jude Raho Ad -Worried wife tryingto reach her husband

y Focus on primary theme

of µconnecting people¶

y Highlights two basic

features of the base

model- long lastingbattery backup andloudspeaker facility

Lower/Middlestrata of theIndia society

Fulfilling basic need of remaining

connected

Nokia

Music

Express

Series

Do the Music ± College Students

dancing on the Nokia

Express Music

y Differentiates itself from

its competitors as a high beat, 3D surround, andhigh base device

y Attachment with youth,

music, fun and dance

Young, self expressive,music lovers

Fun deviceassociatedwith youth

Nokia N-95

People of differentwalks of life are

shown with whatthey carry in their pocket while moving

y Nokia set in your pocket

makes you free from

putting different things inyour pocket as this modelitself fulfills lots of needs

Corporatecustomers, Self

expressive andrecognitiondemanding

people, On the

move internetand computer

user

High endgadget for the

tech savvy

Message focusing on strengthening its positioning as a provider of smart

applications

Product Concept Description Message Conveyed Target Audience Positioning

Nokia OviStore

Nokia users are askedto share experiencesabout how and which

Nokia apps, Nokia

social networkingtools, etc have madetheir moments special

Nokia ovi store provides users withapps and tools that

can play multiple

and vital roles intheir day-to-daylives

Aware and smartconsumers whoview mobile as a

collection of

smart apps



12

Message focusing on building its image as an Environment Conscious Brand

Planet ke Rakhwale

Concept Description Message Conveyed and Positioning

y After dropping off an old mobile phone for recycling, userscan collect green points and get an avatar of themselves on

the website which would reflect their name as well as green

points

y The green points can be traded for green goodies like

plantation of a sapling, donation toWWF, save treeswallpapers, etc

y Positioning as an environmentconscious brand which is

contributing heavily towards various

green initiatives

y Inviting and facilitating the

participation of Nokia users in greeninitiatives

Message focusing on building and strengthening brand value


y Youth icons like Shahrukh Khan andPriyanka Chopra reiterating the presence of

Nokia in India for past 15 years and askingthe users to share ³special nokia moments´

y Reinforce the trust and association of the Nokiacustomers with the brand

y Nokia partnering with KKR and launching

µMain Bhi Coach¶ campaign asking people

to offer their suggestions for the KKR team

y Innovatively designed campaign aimed atconnecting people to their passions by providing

them an opportunity to be a part of the action on the pitch

Message focusing on extending rural reach


y Tie-up with Yes Bank to launch mobile-

payment solutions - Nokia Priority Centersserve as a platform to help open account with

Yes Bank and convert cash into digital money

y Rural centric brand enabling financial and socialinclusion

y Tie-up with ITC e Choupal ± Nokia would

facilitate the agriculture and weather information transfer to the rural population

through e-Choupal

y Brand with a service for farmers and rural

population



13

Choosing among major media types

Selection of various media channels to communicate the brand essence to the customers is done by the

media planner. Media planner has to know the capacity of the major media types to deliver reach,

frequency, and impact. Media planners make their choice among media categories by considering the

following variables: Target-Audience Media habits, Product Characteristics, Message

characteristics, Cost

TV ads

Nokia has used television media to reach the middle and working class customers in India. In many

markets, mobile phones have evolved over the years to become personal accessories. Consumers want to

feel satisfied with their choice, and the campaign was designed to tell them that Nokia offers them that

personal choice. Besides Hindi, the campaign has been adapted into Kannada, Tamil, Telgu, Malayalam,

Marathi, Gujrati, Bengali, Punjabi, Oriya and Assamese. This approach has been very successful to

penetrate within the Indian customers mind space.

Print Media

Nokia advertises its business phones in Economic Times. Advertisement of other high end phones is

found in magazines such as Lifestyle.

Public Relations

As part of their global initiatives, Nokia tied up with Social Media Week to serve as global headline

sponsor of its worldwide series of events in 2011. NOKIA will power a unique platform that will connect people in real-time across the approximately twenty cities that will participate in Social MediaWeek in

February and September 2011. The event showcases how local societies, cultures, and economies are

growing more integrated and empowered through a global network of shared communication. This was

in line with their vision to connect people to whom and what matters, anytime, anywhere.

Digital

Nokia uses digital media extensively to promote its high end phones, multimedia 'N Series' devices,

business 'E Series' phones and 'XpressMusic' handsets. Since the N Series, E Series and XpressMusic

phones have high technology capabilities, Nokia lend themselves more to online marketing where the

target audience is educated and high income group people. Nokia is amongst the large spenders in digital

marketing space. It is also selling phones on the internet. Though culture to purchase mobile phones on

internet is nascent in India, internet provides convenience and thereby creates value.



14

Nokia has plans to commercially launch its push email service, Nokia Messaging, in India along with

telecom operators. Nokia has started branding itself on social networking websites like facebook. This is

in line with their slogan ³Connecting People´. Nokia also started viral marketing campaign for their N

series. Users can also upload their own videos, pictures or stories and receive a specially designed T-

Shirt.

Radio

After completing 15 years in India, Nokia promoted its brand through Red FM. LIVE callers were calling

in on the channel and sharing their Nokia moment with red FM's RJ. Also RJs from various cities called

each other on-air to share their personal Nokia moments. This activity was aired on the huge network of

47 stations across the country. Even the channel's branding was also changed to Nokia's famous tag line

of ³Connecting people´ for the entire day.

Nokia also sponsored one of the events of Radio One ³Radio One College Championship´ an interactivecompetition. The event was held for college students and Nokia wanted to brand themselves amongst

students. Through this sponsorship Nokia was able to connect to more than 20000 students

across seven cities.

Events

Channel V in association with Nokia hosts pan India college festival ³Nokia India Fest´ in Goa. Nokia

will reach out to 28000 colleges through this fest. Initial rounds are currently being taking place in 12

zonal happening in 6 cities; Mumbai, Delhi, Kolkota, Pune, Chennai & Bangalore and 40000 students

have enrolled to attend the college festival. A non- participant can earn his right to be a part of this

festival. This comprises him in earning points via online activations or visiting any of the 300 outlets

where they get a card with a unique code redeemable for a range of points on the website,

www.indiafest.in.

Nokia also sponsors many college level festivals which pulls large student crowd.

Nokia reaches rural consumers through its local cultural activities such as indigenous drama performances

or endorsements by respected community elders. While Nokia & ITC will collaborate to utilize the

network of ITC e-Choupals for spreading awareness about the Nokia Life Tools (NLT) Service, theformer will also get the opportunity to use NLT as a means of communicating their information to a wider

and much larger audience.



15

References

y http://www.khabarmedia.com/news/newsheadline/id:608

y http://economictimes.indiatimes.com/news/news-by-industry/services/advertising/Idea-

Nokia-jump-on-environment-bandwagon/articleshow/5502867.cms

y http://ibnlive.in.com/news/nokia-and-yahoo-forge-maps-email-deal/116118-11.html

y http://economictimes.indiatimes.com/articleshow/7068343.cms?prtpage=1

y Nokia India site: http://www.nokia.co.in/

y http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4474

y http://www.bestmediainfo.com/2011/01/channel-v-gears-up-for-nokia-india-fest-2011

y http://www.prlog.org/11135884-nokia-confirmed-as-global-headline-sponsor-of-social-media-

week-throughout-2011.html

y http://economictimes.indiatimes.com/news/news-by-industry/telecom/Nokia-mulls-digital-

marketing-initiatives-for-N-Series/articleshow/5417999.cms

y http://www.varindia.com/Nov10_7.htm.

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Nokia Group 3 Final Premid