A DISSERTATION PROJECT ON

“DIGITAL MARKETING STRATEGIES AND BUSINESS

DEVELOPMENT OF NOKIA
CORPORATION”

Submitted in partial fulfilment of the requirement for the three years

BACHELOR OF BUSINESS ADMINISTRATION

(Affiliated to Mahatma Gandhi Kashi Vidyapeeth Varanasi, Uttar
Pradesh)
SESSION- 2023-24

Under Supervision Of: Submitted By:

Dr Shishir Kumar Gujrati Ashish Mishra
Assistant Professor (Stage III) BBA VITH Semester
SMS VARANASI Roll No.
BBA2125060

1
 Accredited 'A' Grade by NAAC
SCHOOL OF MANAGEMENT
SCIENCES VARANASI
An Autonomous College
Approved by : AICTE, Ministry
of
Education Govt. of INDIA
Affiliated to: AKTU, Lucknow & MGKVP, Varanasi

CERTIFICATE
Certified that this Dissertation Report entitled

has been prepared by

Mr./Ms. of
the BBA-VI Semester during the Session 2023-2024 under my supervision. The
Dissertation Project Report is up to the standard and I forward it to the Director,
S.M.S. for getting it evaluated as per the Ordinances governing the BBA Course.

(Signature of the Supervisor)

(Name of the
Supervisor)

Date

(Designation)

CAMPUS: KHUSHIPUR (MOHAN SARAI-MUGHAL SARA BYPASS), PO-BACHHAON,

VARANASl-221011 • Phone.: 7052055555, 8953761666, 8953940777 CITY
OFFICE 6 FLOOR, VINAYAK PLAZA, MALDAHIYA CROSSING, VARANASl-
221002 • Phone.: 8400277770
2
Email: [email protected] • Visit us: www.smsvaranasi.com

3
 ACKNOWLEDGEMENT

First, I would like to thank almighty for keeping me healthy and

active because of which I was able to complete my project
successfully.

I express my greatest gratitude to our Prof. P.N. JHA (Director) of

SMS, Varanasi who gave me such a great opportunity to work on a
project where I can show my creativity, my mentor DR Shishir
Kumar Gujrati, Assistant Professor (Stage III), SMS Varanasi for
providing me knowledge, guidance, and full cooperation extended
during the perusal of my project.

And, at last but not at least I would like to thank Mr. Atish Khadse
(Associate Professor) Coordinator of Bachelor of Business
Administration, SMS VARANASI who helped me and enlighten my
path. This report is the outcome of the support which I have received
from people directly or indirectly.

Finally, I would like to show my gratitude to all my family

members, friends, faculty members of SMS, Varanasi whose
guidance have helped to complete this report.

Thanks!

4
 DECLARATION
I, Ashish Mishra, hereby declare that my report entitled “Digital
Marketing Strategies and Business Development of Nokia
Corporation” is a project work carried out by me independently. The
information presented in the report is correct to the best of my
knowledge and analysis is as per the norms and guidelines of the
report. I have utilized the required concepts and applied the relevant
methodologies to analyse the data collected to reach the conclusion.

I claim this report to be my indigenous work and have not presented it

anywhere else for any purpose.

DATE ASHISH MISHRA

PLACE BBA Vith Semester
Roll No BBA2125060

5
 PREFACE

BBA is a stepping stone to the management career . In order to achieve practical,

positive and concrete results, the classroom learning needs to be effectively fed to the
realities of the situations existing outside the classroom.

This is particularly true of management. Management students have good conceptual

knowledge of business activities is somewhat in adequate. Doing a project work on a
particular topic needs a lot of detailed study. It gives a better understanding and
knowledge. As a part of curriculum, it is exigent for the students pursuing the course to
do a Dissertation project in this course. The study project undertaken was on the topic: -
“Digital Marketing Strategies and Business Development of Nokia
Corporation”

6
 TABLE OF CONTENT

SR. NO CONTENTS PAGE NO.

01. CERTIFICATE 02

02. ACKNOWLEDGEMENT 03

03. DECLARATION 04

04. TABLE OF CONTENT 05

05. INTRODUCTION 07

06. LETERATURE REVIEW 19

07. RESEARCH METHODOLOGY 46

08. DATA INTERPRETATION 50

09. CONCLUSION 72
10. LIMITATION 74

11. BIBLIOGRAPHY 75

7
 EXECUTIVE SUMMARY
To remain competitive in modern contemporary markets, companies need to
have effective marketing strategies. An effective marketing strategy assists a
company segment the market effectively and reaches the target market on time.
With development in technology, changes in the electronic industry are fast; the
industry is dominated by innovation and invention. Marketing managers have
the role of aligning their companies with the needs of customers; there is need to
have policies that are responsive to the changes in the industry. Nokia
Corporation has been ranked among the leaders in the industry, in 2010; the
company was second from Apple Inc. in sales and electronic products
production.

Nokia is one of the most prominent consumer electronics and telecom

equipment company, which was once an undisputed mobile brand. Nokia’s
products were known to vary a lot because of their expertise in producing
phones and handsets for people from all walks of life. They were the makers of
feature phones and ventured into the smartphone as a part of its marketing mix
product strategy series with the Lumia range. Nokia Asha was one of the most
popular selling phones in India amongst the humble sections of the society. The
various designs for phones varied from smart phones, to classic button displays
to touch screen and slide sets. Nokia is primarily known for the quality of its
products and the durability that it offers.

To maintain the leadership the company adopts strategic management styles that
assist it add value to their target customers. Despite the company dominance
both need to adopt “Blue Ocean” strategy to enlarge their market base (Rakesh,
2005).

8
1.INTRODUCTION
Amidst the changing business environment, the role played by marketing,
advertising, and communication continues to take centre stage in strategic
management arenas. Strategic marketing has gained much advocacy from
management gurus as a way of improving one’s business and retaining
competitiveness; Nokia is international company in the telecommunication
industry that have different approaches to marketing.

Its marketing team lead by marketing managers/leaders at different level

determines the strategy the company adopts; the effectiveness of their
marketing programs makes the differences in their operation level. This report
evaluates the role played by marketing managers within an organisation; it
will use Nokia Corporation as a sample company.

The company looks at how marketing is used to create competitiveness

among companies in the same industry and will offer best approaches to
marketing considering their internal and external environments (Barney,
2007).

The nature of the industry

Advancement in technology has facilitated the growth of mobile and
telecommunication industry. On the other hand, company’s electronic
products are on the rise; the sector is dominated by leading world producers
who depend on their operational management decision to remain afloat in the
competitive industry; some of international companies in the industry include
Samsung, Nokia, Sony-Ericson, Apples, and Google Android-powered
phones. To remain competitive companies in the sector must adopt effective
marketing strategies (Kerin and Peterson, 2009).

9
 Historical background of Nokia
Nokia is an international phone company, with its headquarters in Finland;
according to the company’s website, the company currently enjoys a market
share of about 37% and aims at increasing the market share to over 40% by
the end of 2011. It has a strong brand all over the world, the companies
positioning statement is “technology connecting people”.

The company’s headquarters are located in Keila Niemi, Espoo. Currently it

has a total number of employees over 123,000 distributed in various
countries. It has it presence as a selling point of full branch in over 120
countries. In the year 2009, the company was able to make a profit of €1.2
billion this was over 10% than what it had recorded the previous year. The
idea of the company was started in 1865 however; it became a
telecommunication company in 1960’s.

10
 Nokia PESTLE Analysis
P.E.S.T.L.E. analysis is a strategic management tool that analysis the external
environment that a company operated; the analysis assists in making
informed decision about the influence that the company is going to get from
the outside environments as the technology and other variables changes.

When making marketing decisions, management should ensure they

understand what the external world wants in terms of service and products.
There is very little that a company can do to avoid the effect of the outside
world; however, its influence can be felt across difference; P.E.S.T.L.E.
stands for political, economic, social, legal and environment. Let’s analyse
the above each at a time;

Political
Nokia has to face changes of global environment; the world is in the process
of employing free trade policy whereby the market is the one that determines
the price in the market as well the products to be supplied. The global
financial crisis has compelled countries of the world to relax their trade
barriers; when making marketing decisions, Nokia management has to
consider the effect of the global environment; his is good for the company
since it can expand to other many countries. This will increase the market
base.

Economical
In the past decade, the economy of the world has been on the low pace with
other countries recording a negative rate; in this time, Nokia Company has to
develop products that meet the living costs of the current population. Even if
the rate today is not so good there is hope and thus a risk taker can as well
diversify his business; Nokia should ensure that it develops with the current
economic trend

11
Social
The attitude the people has towards Nokia Products is that they are of high
quality and are reliable. Despite the appreciation, people are willing to trade
with current technologically improved products so the marketing team should
ensure that products are continually improved. There are no threats as far as
the social environment is concerned if the correct technology is adopted.

Technological
As stated earlier, there is a change in technology in the world; when making
products, Nokia should ensure that its internal processes and products are of
high technology as this will increase their demand and thus their
competitiveness. The technology is not stagnant and more is expected in the
future. The competitiveness of the company will be dependent on the
efficiency of technology that it will implement.

Legal
The important thing is to comply with the particular country it invests in laws
and regulations; when developing marketing strategies, Nokia marketing team
ensures that it works within the legal frameworks of the country where the
marketing campaigns are likely to take place.

Ecological
The world values its environment; Nokia marketing manager needs to advice
the company on the right methods to protect the external environment. There
are policies that are target to compel companies to respect nature; on the
positive note, since the country policy makers realize that no production can
be made without emission of waste, it has embarked on waste recycling
technologies as well as adopting environmentally friendly technologies.

12
Role of marketing management
Marketing is an integral part in a product cycle; marketing manager is given
the responsibility of developing effective marketing strategies for their
companies. Management gurus have agreed that how well a company markets
its products has an effect on the success of the product; with this notion,
marketing team should be in the forefront shaping products, services, and
customer management policies.

In contemporary team leadership strategies, marketing is undertaken using

task forces/team management; team leaders to address different element in
their area of study (Couturier and Davide, 2010). The roles of marketing
manager can be classified according to the nature of the business segment its
self, they are:

Instilling a marketing led ethos throughout the

business
Marketing is a science that needs to be gotten right from the start of the
campaigns; marketing is a management term used to define the methods that
a company should use to improve its market base; to sell effectively and be
able to beat once competition.

In an organisation is important to have strategies and enact measures that that

favour the company, marketing managers are responsible of enacting such
competitive strategies. In the case of Nokia, the marketing manager needs to
establish the market they are going to sell their products to then come up with
policies that manage the market segment effectively (Huang, 2000).

Researching and reporting on external opportunities

The world is adopting different approach and demands keep changing; with
these understanding, marketing managers have the role of researching and
reporting/advising their company on the right opportunities they can adopt;
when developing a marketing strategy, the first thing that marketer should do
is to perform marketing research.

13
Marketing managers should ensure that marketing research starts before a
company has created the products required in the market and continues
through the product cycle (Fred, 2008).

Nokia Boston Matrix

Boston Matrix is an international marketing decision tool that determined the
state and level of a company as far as marketing needs are concerned. Nokia
has been doing well in the domestic and international market; it can be seen
as a star in the global market. At its level the company ensures that it keeps
improving its products for the benefit of the company (Möller, 2006).

The chart below shows a Boston Matrix analysis:

When developing a marketing strategy, it is important to understand internal

and external factors likely to affect the strategy, the factors are the line
through which the strategy operates, thus an effective understanding is
crucial.

From an internal perspective, Nokia aims at understanding its strength and

weaknesses, whereas an external perspective the company understands the
position that it holds in the market as well as the effects

14
of competitors. In the case the company is adopting new products; the
marketing manager ensures that the company is able to understand the market
dynamics operating in certain industry for future marketing related decisions
like marketing entry mechanism.

The nature of Nokia business line is that that requires and understanding of
external environment facing the industry; external environment trend is likely
to affect the behaviour of consumers so when well understood better
strategies will be made effectively.

When undertaking marketing research, marketing managers have the main

aim as gaining an understanding of psycho-dynamics of the market and the
underlying factors that can be used for the advantage of the company and
developing mitigation measures against those factors that are likely to affect
the business negatively.

The marketing manager has the role of ensuring that there is an effective
market research; with an effective marketing research, a company is not able
to segment its market effectively for the betterment of competitiveness in the
market; Nokia marketing manager need to understand best marketing research
to be undertaken for effective marketing.

Understanding current and potential customers and

managing the customer journey (customer relationship
management)
Businesses can only prosper if the management has policies that ensure that
the products and services produced address the need of their customers,
marketing managers plays a crucial point ensuring that customer needs have
been met effectively.

To ensure that customer needs have been addressed, the management has the
responsibility of undertaking wide and comprehensive research on the target
market and making responsive business decisions.

15
To undertake such efforts marketing managers plays an important role;
according to management gurus, customers are the most important segment of
an organization; they need to be managed effectively and their loyalty
developed. Organizations that have enacted effective customer management
approaches have remained competitive amidst challenging business
environments they are engage in.

Nokia has managed to be second world largest electronic industry in sale

volumes and production due to its effective customer management
procedures; the company adopts a customer relationship management (CRM)
approach to attract and maintain customers.

In the definition of the company CRM is a management strategy where a

company creates healthy relationship with the suppliers, customers and the
public. At Nokia customers are the most important stakeholder and all
processes are aimed at increasing customers’ welfare.

The following are the main objectives that effective customer

management programs endeavours to fulfil:
 Determine, develop, nurture, and develop mutual satisfaction of the
organization and customers, this notion means that the customers’
needs are aligned with business goals and objectives.
 Create, develop, and maintain good customer rapport, the customer
rapport will be an effective tool that will create customer loyalty. When
an organization has attained high customer loyalty, it is able to sell its
products at relatively low cost of marketing, the company is self-
marketing.
 Customer relation management have the goals and objective of creating
a positive feeling in the organization and the customers.

The most important parameter that Nokia marketing management consider

when enacting customer relation management policy within its frameworks is
the target market who will be consuming the products and services of the
company. In contemporary competitive business arena, companies need to
management the relationship they have with their customers.

16
When customers are well managed, an organization benefits from loyalty and
self-marketing notion of their organization; customers are the backbone of a
company; they are the sources of finance and the reason why a certain
business exist.

CRM’s main objective is satisfying customers and developing close

relationship that facilitates customer loyalty; to attract customers and
persuade them buy one’s products takes a combination of business processes;
effective marketing and sales strategies have a direct effect on customer’s
attainment and development of customer loyalty.

In customer acquisition and creation of loyalty, there are two main theories
that a company needs to understand and decide the best approach to use; the
theories are customer retention and customer acquisition (Keramally, 2003).

Customer relation management policies link a company to its target

customers; if this link is not effective, there will be a breakdown of
communication between these two parties. Information is power; marketing
offers much needed information for strategic decisions. When producing
goods, there is a target market that company aims. Human beings are not
static; their needs change with time and space. Understanding of customers’
trend is important for an effective business.

Customer relation management assist, a company to compete effectively and

probably win the competition. How well a company persuades its customers
goes a long way in determining whether customers Favor it or not.

To satisfy customers, marketers provide much needed information on which

products are on demand, to assist the company make products that meet
customer-changing needs. For example, it advises a

17
company when designing distribution channels, supply chain, and retiling
systems (Wheelen and Hunger, 1998)

Developing the marketing strategy and plan and

Management of the marketing mix
To sell its products, Nokia has to develop effective market segmentation
methods; they divide their markets according to the following four methods:

Geographical approach
Since the company is in the international market it has its market divided
according to the market that they will be selling their markets. If they aim at
moving to the Caribbean or African market their marketing teams will be sent
to collect data and research the markets to come up with a concrete report on
the best strategy to sell in the economies.

Demographic/ income strategy

When using this approach, the company considers the income, age and the
locations that the people will be found; the youth are likely to be in search for
products that are highly updated in technology yet they are affordable, when
noting this, the companies embark on strong innovation for better products to
satisfy their clients.

Behavioural segmentation
With current changes in human tastes and needs the company ensures they
understand what their customer really wants. With changes in tastes and
preferences the marketing department are mandated with the role of
understanding the needs of their customers and advising the production teams
to come up with the best products for a certain market (Pickton and
Broderick, 2005).

18
Target markets
Nokia products are made to target certain markets in the world market;
phones which is a product that they share targets all classes of people with
Nokia seeming to have access to the very low in the economy; it also has
focus on people who are interested in efficiency and are technologically
sensitive.

When coming with products, the company ensures that they improve on the
current product to increase the utility that customers derive from the use of
the products.

Nokia divide their markets on the line of price, location and age; depending
with the level of technological advancement that a certain phone has, then the
price will vary with the same range. The main target market that Nokia has
can be seen as the old, the low earners, high earners, illiterate, and the literate
(McFarland, Bloodgood and Payan, 2008).

Nokia has been a leader in the electronic industry however current

innovations and venture of other international companies have hindered the
company’s continued leadership; the company’s strength and innovativeness
has made it world’s largest manufacturer of mobile phones.

In the first three quarter of 2010, the company enjoyed a market share of
approximately 31% on average; however, the market share reduced to 30% in
the last quarter of the year. The drop of the market share can be attributed to
aggressive marketing and selling approaches adopted by its competitors
mostly Apple Inc and Google Android-powered phones. The company is also
diversifying rapidly in laptops, iPod and I phone to enable it share a large
market in the electronic industry.

The results of 2010 were lower to those recorded in 2009 of 35% in the fourth
quarter; so far, the marketing approach that the company has

19
adopted is doing well in the markets however, the trend is alarming and
calling for something extra to be done if the company has to remain in the
forefront of the market (Kurtz, Mackenzie and Kim, 2009).

Nokia S.W.O.T. Analysis

S.W.O.T. analysis is a strategic management decision-making tool used to
evaluate the strengths, weaknesses, opportunities, and threats involved in a
business undertaking, project or activity.

Nokia has an advanced technology that assists the company make products
that are responsive to its customers need; its products are respected for their
reliability and quality. The advancement offers high strength to the company;
on the other hand, the company is commanding a high market share.

The company has effective cost minimization procedures. The main weakness
that Nokia has is that the company lacks to have a marketing team that
focuses on improving the products of the company. It has been evident that
there are some upcoming companies that are offering better products than
Nokia, they include Apple Inc. the main opportunity that Nokia’s has is
development of free trade in the globe and development of global economy.

The main threats facing Nokia is high competition from other companies like
Sony, Ericson, Apple, ZTE, and Samsung Corporation. This high competition
limits Nokia’s in attaining its goals and objectives.

20
 OBJECTIVE OF STUDY

Objectives

After reading this unit, you should be able to:

• Understand what is Digital Marketing

• Appreciate the growing importance of Digital Marketing
• Discuss the difference between Traditional Marketing and Digital
Marketing
• Describe different types of Digital marketing
• Recognize the importance of Digital Marketing for business success
• Identify the future trends in Digital Marketing
• Put together a Digital Marketing plan successfully

21
 LITERATURE REVIEW
Internet usage history and intensity also affect online shopping potential.
Consumers with longer histories of Internet usage, educated and
equipped with better skills and perceptions of the Web environment have
significantly higher intensities of online shopping experiences and are
better candidates to be captured in the well- known concept of flow in
the cyber world (Sisk, 2000; Hoffman and Novak, 1996; Liao an
Cheung, 2001). Those consumers using the Internet for a longer time
from various locations and for a higher variety of ser-vices are
considered to be more active users (Emmanouilides and Hammond,
2000).
As Bellman et al. (1999) mention, demographics are not so important in
determining online purchasing potential. Whether the consumer has a
wired lifestyle and the time constraints the person has are much more
influential. Risk taking propensity is also a powerful factor. E-shoppers
have higher risk-taking tendencies. Consumers with high levels of
privacy and security concerns have lower purchasing rates in online
markets but they balance this characteristic with their quest for making
use of the information advantage of the environment (Kwak et al., 2002;
Miyazaki and Fernandez, 2001). These educated individuals, as more
confident decision makers, are much more demanding and have greater
control over the purchasing process from initiation to completion (Rao et
al., 1998)

2.2 ABOUT THE TOPIC

Digital marketing is the promotion of your business, organization or
brand using channels such as the Internet, mobile devices, television and
radio in addition to using creative online advertising, video, podcasts and
other such methods to communicate your message. Internet marketing in
22
particular plays a huge part in any digital marketing strategy and is

23
becoming the core of many organizations overall marketing strategies,
particularly with regard to social media and viral marketing.

Digital marketing ecosystem is not only concerned with internet

marketing and social media marketing, in introduction we discussed that
peoples have a belief that internet or social media marketing are same but
not same, be clear from beginning itself. Digital marketing ecosystem
consists of internet marketing and social media marketing. They are just
a channel for communication, digital ecosystem consist of integrating
channels and integrating services.

Digital Ecosystem

24
Search Engine
Search engine optimization (SEO) is the art of getting a website to work
better with search engines (like Google, Bing & Yahoo), and to look for
achievable, profitable, ranking opportunities through keyword research.
It is a quest for increased visibility in search engines via relevant copy,
quality links, domain trust, social popularity and search engine
connectivity.
Search engine marketing (SEM) is a broader term than SEO, and is used
to encompass different options available to use a search engine’s
technology, including paid ads. SEM is often used to describe acts
associated with researching, submitting and positioning a website within
search engines. It includes things such as search engine optimization,
paid listings and other search-engine related services and functions that
will increase exposure and traffic to your Web site.

Displays

25
Display advertising is a type of advertising that typically contains text
(i.e., copy), logos, photographs or other images, location maps, and
similar items. In periodicals, display advertising can appear on the same
page as, or on the page adjacent to, general editorial content. Normal
banners, Rich media banner, Interstitials and pops are example of
displays.
Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with
a mobile device. It involves planning, creating, and implementing a mix
of initiatives to bring together sellers and buyers via mobile devices.
Mobile ads, Mobile websites, Apps and Games are some ofiexamples for
mobile marketing.

Social Media Marketing

Social media refers to any software tool that enables and encourages
engagement in conversation or sharing. Popular forms of social media
include Facebook, Twitter, LinkedIn, YouTube, Pinterest, Google + and
blogs. Now all days social media become platform for marketer to make
conversation with customers. Brands are now engaging customers
through social media.

E-Mail Marketing
E-Mail Marketing is a type of direct marketing that involves sending
personalized, targeted messages to a specific audience. eMail Marketing
is easy to use, low cost, and effective. Most of the B2B business in
present era in following email marketing, but in B2C also email
marketing is productive.

Video

26
Marketers are now using video to make customers aware of brands and
to sharing the experience of other customers. YouTube ads are too
popular in video ads. In social media platforms also brands are sharing
video.

Analysis
Analytics is the practice of evaluating data, and the process by which a
company arrives at a most advantageous decision. Here marketer
analysis the integrate channel to understand the effectiveness of
communication. Analysis may be based on numbers of visitor or like in
social media pages. Etc.

Content Management
After analysis the integrate channels, marketer can able to understand the
problems with current contents. Later he can manage the content to
increase the engagement rate, content may be text in banners, images or
websites.
Advanced Targeting
Advanced targeting are techniques involving the sending of targeted
messages to a specific audience. It is used to increase the effectiveness of
a marketing campaign. Behavioral targeting is also a part of advanced
targeting, here marketer can target the customer based on their past
behavior in online. Marketer can put ads in other webpage where
customer is going.

Creative
Creative is the artistic component of an ad or website. It usually includes
an image and copy present in ads or website. Marketer can make those
contents attractive to customers. Marketer will sometimes change the
entire design of websites, apps. Etc.
27
Research and Planning
Marketer will do some research to understand the behavior-, taste and
preference to customers in digital platform. This research may be doing
by using paid-tools like ComScore...Etc. Through this research marketer
can understanding where T.G is present or what T.G would to do in
online. After research marketer will plan new campaigns based on those
research reports. These campaigns are more effective to reach the T.G
properly.

Digital Strategy
Digital strategy is the process of specifying an organization's vision,
goals, opportunities and initiatives in order to maximize the business
benefits through digital media. Strategy will be different for each brand,
it will base on the brand objective and target groups interest. It is actual
a plan formulated by the marketer to explore the opportunities. Strategy
may be short term or long term, but it needs to be fit with market
situations.

2.3 PERSONAL SELLING

Personal selling is when a company uses salespersons to build a
relationship and engage customers to determine their needs and attain a
sales order that may not otherwise have been placed. The personal
selling process is a seven-step approach: prospecting, pre-approach,
approach, presentation, objections, closing the sale, and follow-up.
Personal Sales Meeting: Meeting the customer face-to-face to makes
the sales process more personalized.

The sales cycle, more generally speaking, turns leads into prospects,
suspects into prospects and prospects customers.

28
Prospecting is the step salespeople determine leads or prospects. The
pre- approach is used for preparing for the presentation through customer
research and goal planning for the presentation. The approach is when
the salesperson initially meets with the customer and determines a
customer’s wants and needs. Once the salesperson knows the needs, he
or she is ready for the presentation that will entice the customer to
commit. After the presentation, a salesperson must meet objections or
address customer concerns. Gaining commitment comes next. Finally,
the salesperson must remember to follow up after the sale is made.

The sales department would aim to improve the interaction between the
customer and the sales facility or mechanism and or salesperson. Sales
management would break down the selling process and then increase the
effectiveness of the discrete processes as well as the interaction between
processes. For example, in many outbound sales environments, each step
in the typical process outlined above has salesrelated issues, skills, and
training needs, as well as marketing solutions to improve each discrete
step.

The Relationship of Sales & Marketing

Marketing and sales differ greatly, but have the same goal. Marketing
improves the selling environment and plays a very important role in
sales. If the marketing department generates a list of potential customers,
sales will benefit. The goal of a marketing department is to increase the
number of interactions between potential customers and the
organization. Achieving this goal may involve the sales team using
promotional techniques such as advertising, sales promotion, publicity,
creating new sales channels, or creating new products.

29
The relatively new field of sales process engineering views “sales” as
the output of a larger system, not just as the output of one department.
The larger system includes many functional areas within an organization.
From this perspective, “sales” and “marketing,” among others, represent
a number of processes whose inputs and outputs supply one another to
varying degrees. In this context, improving an “output” (such as sales)
involves studying and improving the broader sales process, as in any
system, since the component functional areas interact and are
interdependent.

Most large corporations structure their marketing departments in a

similar fashion to sales departments and the managers of these teams
must coordinate efforts in order to drive profits and business success. For
example, an “inbound” focused campaign seeks to drive more customers
“through the door”, giving the sales department a better chance of
selling their product to the consumer.

Many companies find it challenging to get marketing and sales on the

same page. The two departments, although different in nature, handle
very similar concepts and have to work together for sales to be
successful. Building a good relationship between the two that encourages
communication can be the key to success – even in a down economy.

2.4 LEAD GENERATION

Lead generation is the process of capturing the interest—and ideally the

contact information—of potential customers for your business. With the
number of options and resources available today, it is less likely now
than

30
ever before for a consumer to make a purchase during their first
encounter with a business.

Lead generation is the first step in building a relationship with a

potential client or customer. When an interested prospect becomes a
lead, they are not just expressing interest in your business, but also
inviting you to nurture that interest. By giving you their contact
information, they are giving you permission to further the conversation.

The goal of generating leads is to connect with people who could benefit
from your business so that you can show what you have to offer, build
trust, and provide the information they need in order to make the
purchase—thereby increasing the chances that they do.

Lead generation takes many forms, and different strategies will work for
different businesses and audiences.

Inbound vs Outbound Lead Generation

As mentioned above, lead generation is obtaining permission from a
prospective customer to communicate further with them with regard to
your business. There are two ways of generating leads: inbound lead
generation and outbound lead generation.

Outbound Lead Generation

Outbound lead generation is when a business makes the first reach out to
a potential customer, such as through:

• Cold calling
• Going door to door
• Purchasing an email list

31
• Sending direct mail to all residents in your zip code

Outbound marketing is also referred to as “interruption marketing”

because the business is dictating the encounter with the potential
customer and directly asking them to engage. Outbound marketing is
looked at by many as an old school approach but is still highly effective
for businesses today.

Inbound Lead Generation

Inbound lead generation is your business making customers and viewers
want to work with you. This may include:

• Subscribing to your blog

• Signing up for your email newsletter
• Downloading a piece of content
With outbound lead generation, the business makes the first move. With
inbound lead generation, it’s the consumer. They decide if and when
they want to engage with your business. For this reason, it is also
referred to as “permission marketing”.

The Core of Lead Generation

With both forms of lead generation, your prospects are offering up
something that is of value to them, such as their contact information,
their time, or even their money. This means that for the exchange to be
worth it or beneficial to them, you must provide something of value in
return.

Whether you’re taking an inbound or outbound approach, the key to all

lead generation is the offer. Examples of quality offers include:
• Free eBook in exchange for email address.

32
• Free consultation in exchange for a phone number.

33
• Free demo on an item in exchange for an in-store purchase.

Remember, the focus of lead generation is to connect with potential

customers, so your offer should be something that is relevant to your
business and of interest and/or value to your ideal customers—not just
anyone.

Online vs Offline Lead Generation

Both inbound and outbound lead generation can occur online and off.
Online and offline lead generation have the same goal but are different
in the platforms they use and ways they engage customers.

Online Lead Generation

Online lead generation is rising and getting easier with all the different
ways you can build your digital presence. Online lead generation targets
potential customers through digital platforms such as your website,
email, webinars, and social media.

Offline Lead Generation

Offline lead generation uses traditional offline channels to build your
audiences such as newspapers, television, radio, and physical events.
While they are exactly as they sound, online and offline lead generation
aren’t exactly as simple as they sound. These two methods of lead
generation can intertwine. For example, you may host a webinar
(online), send out an email invite with a link to signup (online), but also
have a signup sheet in your store (offline).

Examples of Lead Generation

34
Now that you have a clear picture of the inbound and outbound approach,
as well as the online and offline channels for lead generation, let’s put
them together for some realistic examples.

Offline Outbound Lead Generation

• A new fitness center sends a postcard out to all residents of the

surrounding area about an open house.

• An accountant produces a radio ad during tax season to call for a free

consultation.

Online Outbound Lead Generation

• That same fitness center runs a display ad that shows up in front of

people shopping online for workout clothes or equipment.

• A salon creates a Facebook Ad with a 20% promo code, that shows

up in users’ News Feeds.

Offline Inbound Lead Generation

• An interior designer hosts a free workshop on DIY dining room decor.
• Photographer offers to do free headshots at a local professional

networking event.

Online Inbound Lead Generation

• Personal trainer writes blog posts on health and wellness,
accumulating traffic to their website that has a contact us form.

• Local pastry chef uses SEO to show up first on directory searches

such as Google Maps.

35
Lead generation is crucial to your small business. Now that
you understand and have examples for the four key areas of lead
generation: inbound, outbound, online, and offline, you can put them
to use to grow— your small business.

Online lead generation

Online lead generation is an Internet marketing term that refers to the
generation of prospective consumer interest or inquiry into a business'
products or services through the Internet. Leads, also known as contacts,
can be generated for a variety of purposes: list building, e-newsletter list
acquisition, building out reward programs, loyalty programs or for other
member acquisition programs.

Social media
With growth of social networking websites, social media is used by
organizations and individuals to generate leads or gain business
opportunities. Many companies actively participate on social networks
including LinkedIn, Twitter and Facebook to find talent pools or market
their new products and services.

36
Online advertising
There are three main pricing models in the online advertising market
that marketers can use to buy advertising and generate leads:
• Cost per thousand (e.g. CPM Group, Advertising.com), also
known as cost per mille (CPM), uses pricing models that charge
advertisers for impressions — i.e. the number of times people
view an advertisement. Display advertising is commonly sold on a
CPM pricing model. The problem with CPM advertising is that
advertisers are charged even if the target audience does not click
on (or even view) the advertisement.
• Cost per click advertising (e.g. AdWords, Yahoo! Search
Marketing) overcomes this problem by charging advertisers only
when the consumer clicks on the advertisement. However, due to
increased competition, search keywords have become
very expensive. A 2007 Doubleclick Performics Search trends
report shows that there were nearly six times as many keywords
with a cost per click (CPC) of more than $1 in January 2007 than
the prior year. The cost per keyword increased by 33% and the
cost per click rose by as much as 55%.
• Cost per acquisition advertising (e.g. TalkLocal, Thumbtack)
addresses the risk of CPM and CPC advertising by charging only
by the lead. Like CPC, the price per lead can be bid up by
demand. Also, like CPC, there are ways in which providers can
commit fraud by manufacturing leads or blending one source of
lead with another (example: search-driven leads with
coregistration leads) to generate higher profits. For such
marketers looking to pay only for specific actions/acquisition,
there are two options: CPL advertising (or online lead
generation) and CPA advertising
37
 (also referred to as affiliate marketing). In CPL campaigns,
advertisers pay for an interested lead — i.e. the contact
information of a person interested in the advertiser's product or
service. CPL campaigns are suitable for brand marketers and
direct response marketers looking to engage consumers at multiple
touchpoints — by building a newsletter list, community site,
reward program or member acquisition program. In CPA
campaigns, the advertiser typically pays for a completed sale
involving a credit card transaction.

Recently, there has been a rapid increase in online lead generation:

banner and direct response advertising that works off a CPL pricing
model. In a pay-per-acquisition (PPA) pricing model, advertisers pay
only for qualified leads resulting from those actions, irrespective of the
clicks or impressions that went into generating the lead. PPA advertising
is playing an active role in online lead generation.

PPA pricing models are more advertiser-friendly as they are less

susceptible to fraud and bots. With pay per click, providers can commit
fraud by manufacturing leads or blending one source of lead with
another (example: search-driven leads with coregistration leads) to
generate higher profits for themselves.

A GP Bullhound research report stated that the online lead generation

was growing at 71% YTY— more than twice as fast as the online
advertising market. The rapid growth is primarily driven by the
advertiser demand for ROI focused marketing, a trend that is expected to
accelerate during a recession.

Common types of opt-in ad units include:

38
 • Co-registration advertising: The advertiser receives some or all of
the standard fields collected by a site during the site's registration
process.
• Full page lead generation: The advertiser's offer appears as a full-
page ad in an HTML format with relevant text and graphics. The
advertiser receives the standard fields and answers to as many as
twenty custom questions that s/he defines.
• Online surveys: Consumers are asked to complete a survey,
including their demographic information and product and lifestyle
interests. This information is used as a sales lead for advertisers,
who purchase the consumer's information if provided. The
consumer may 'opt-in' to receive correspondence from the
advertiser and is therefore considered a qualified lead.

A common advertising metric for lead generation is cost per lead. The
formula is Cost / Leads, for example if you created 100 leads and it cost
$1000, the cost per lead would be $10.
5 Ways to Generate B2B Leads Online
In this section, we’ll cover the four strategies outlined above, as well as
a strategy that hasn’t been mentioned in any of the studies, yet it enabled
one B2B company to generate a 5,100% ROI from a $1 million
investment.

First though, let’s talk about one of the oldest strategies in online
marketing: email marketing.

1. Email Marketing
Email marketing is one of the few online marketing channels that has
stood the test of time. In fact, email is 23 years old this year, and it still

39
trumps the top spot on many B2B marketer’s lists of B2B lead
generation strategies.

One of the biggest trends in email marketing at the moment, that has
generated great results for many B2B businesses, is marketing
automation.

Not sure what the fuss about marketing automation is? Read this. In
short, marketing automation tools are effectively hybrid email marketing
tools that connect with your CRM to enable you to automatically send
highly targeted emails to leads that are personalised specifically to them.

When Thomson Reuters upgraded to a marketing automation solution,

their revenue increased by 172%. Another company increased their
revenue by 832% (going from $80,000 in debt to $2 million in revenue)
in just three years.

While traditional newsletters and email marketing are still important, the
ability to capture more data on users and use behavioural-triggers has
enabled B2B marketers to get a lot smarter with how they target users in
the inbox.

2. Content Marketing: From Blogging to Microsites

By creating a total of 48 infographics, videos, and Q&A blog posts
targeting C-level prospects of large market cap financial institutions, the
public accounting firm Crowe Horwath generated $250,000 in revenue
attributed to content marketing.
If 6-figure growth doesn’t get you excited, perhaps 10-figures (a billion)
will.

40
In 2012, Xerox created a microsite offering relevant tips to business
owners. The result? 70% of the companies targeted interacted with the
microsite, adding 20,000 new contacts to their pipeline, 1,000+ of which
scheduled appointments. The value of those appointments exceeded $1.3
billion in pipeline revenue.

Given the broad scope of content marketing, a good question to ask is

what type of content should B2B companies be focusing on to generate
leads?

Well, you could go by which tactics are most commonly used by other
B2B companies (displayed below). The risk of this approach is that, by
definition, you’ll be doing what everyone else is doing.

While there is some wisdom in following trends, there’s a good

argument to do exactly the opposite of what other marketers are
focusing on.

“Whenever you find yourself on the side of the majority, it is time to

pause and reflect.” – Mark Twain

Whether you’re a contrarian marketer or prefer to stick to what’s

working for others, a good content marketing strategy requires a degree
of diversity and experimentation to understand where the biggest growth
opportunities are for your business.

So, by all means, experiment with the common and uncommon tactics.
Whether you use microsites, blogging, research reports, or infographics,
the important thing is to test what does and doesn’t work so that you can
gradually refine your lead generation over time.

41
3. Search Marketing
Organic search marketing is arguably one of the most valuable long-term
strategies for generating B2B leads.
About 5-6 years ago, I was working on the SEO campaign for a major
business stationery brand. It was one of my first ‘big campaigns’ that I
was allowed to manage in my previous job.

While I can’t take the credit (their in-house SEO team and previous
agencies had laid a great foundation for us), I watched the site’s revenue
from SEO increase by over £4 million, just from a handful of keywords
reaching #1 on Google.

Getting to #1 in Google is a lot harder today than it was five or ten years
ago, and it can barely be summarised in a few sentences.

If I were to attempt it, though, I’d probably say that good SEO in 2015 is
largely a bi-product of doing things well in other areas e.g. design,
conversion rate optimisation, content marketing, and social. While there
are exceptions, this is increasingly looking like the rule.

4. Social Media
Calling social media an effective B2B lead generation strategy is a
controversial discussion to be starting.

While social media scored very well on both of the aforementioned

‘studies’, we can just as easily find reports where social media channels
are regarded as the least effective lead generation strategies.

42
The bottom line is, social media isn’t inherently a poor channel for B2B
lead generation. The reason social media is sometimes rated poorly on
these aggregate studies is because most B2B companies have an ill-
fitting social media strategy, to put it politely.

While tens of thousands of companies blast out self-promotional drivel,

a minority of businesses use it generate and nurture millions of dollars
worth of leads. In this instance, it’s best to learn from the minority
rather than the majority.
One of the most obvious ways to generate B2B leads from social media
is using LinkedIn. An commodity risk management company managed
to generate over $2 million in pipeline value through their lead
generation strategy.

Another consideration is that social media is an integral part of content

marketing, and to some extent, search marketing. How successful will
you’re blogging or infographics be if no one’s following your company’s
updates on social media?

5. Integrating it all together

It’s said that success leaves clues. Well, when a $37 billion company
generates a 5,100% return on investment on a million-dollar marketing
campaign, it might be a pretty good clue.

From a $1 million investment in an integrated marketing campaign that

included display ads, email marketing, campaign websites and content
marketing, the healthcare technology company Optum generated $52
million in new business.

43
So, what’s the clue?

I believe it’s this: exceptional lead generation results come from a

relentless willingness to experiment with different tactics, and to
combine tactics across multiple channels.

Only by experimenting, can you truly know what does and doesn’t work,
and when you know this, you can use your time and budget more
effectively to generate higher returns on your investment, and better
lead generation results overall.

I hope this post has given you some inspiration on what’s possible with
B2B lead generation, and which areas are best to focus on. As always if
you have any questions, or are interested in getting touch, feel free to
comment below or drop me an email here.
Avoiding the leaky bucket effect
Many B2B marketers spend a lot of time, metaphorically, pouring water
into leaky buckets. Rather than fixing the bucket (the marketing funnel),
they pour more water (traffic) into the bucket to keep it full.

This is a recipe for inflated acquisition costs and below-average results.

The biggest culprit here are landing pages and, in particular, your forms.
Forms separate your leads from non-leads, and have a huge impact on
your conversion rates and overall lead generation results. If you haven’t
already, I’d recommend optimising your forms – or using a tool like
Leadformly to ensure that you’re not leaving leads behind from your
marketing campaigns.

44
Let’s say you send 1,000 visits to your landing page at a cost of $3 per
visit. If your form converts at 1%, you’ll get 10 leads at a cost per lead
of
$300. If, on the other hand, your form converted at 3%, you’d receive 30
leads at a cost per lead of $100.

That’s 3X more leads for one third of the cost per leads without
spending a penny extra – just by improving your lead generation form.

Once your funnel is well-optimised and you’re confident that there’s no

more opportunity to improve your landing pages / funnels, it’s time to
acquire traffic – but which channels or lead generation strategies should
you use?

2.5 Social Media Marketing for Businesses

Social media marketing is a powerful way for businesses of all sizes to
reach prospects and customers. Your customers are already interacting
with brands through social media, and if you're not speaking directly to
your audience through social platforms like Facebook, Twitter and
Instagram you're missing out! Great marketing on social media can
bring remarkable success to your business, creating devoted brand
advocates and even driving leads and sales.

45
Social media marketing, or SMM, is a form of internet marketing that
involves creating and sharing content on social media networks in order
to achieve your marketing and branding goals. Social media marketing
includes activities like posting text and image updates, videos, and and
other content that drives audience engagement, as well as paid social
media advertising.

We’ve created this guide to provide you with an introduction to social

media marketing and some starter social media marketing tips and
training to improve your business's social presence.

With these tips, you can begin developing your own social media
marketing expert plan.

Social Media and Marketing: Start with a Plan

Before you begin creating social media marketing campaigns, consider
your business’s goals. Starting a social media marketing campaign

46
without a social strategy in mind is like wandering around a forest
without a map—you might have fun, but you'll probably get lost.

Here are some questions to ask when defining your social media
marketing goals:
• What are you hoping to achieve through social media marketing?

• Who is your target audience?

• Where would your target audience hang out and how would they
use social media?
• What message do you want to send to your audience with
social media marketing?

Your business type should inform and drive your social media marketing
strategy.

For example, an e-commerce or travel business, being highly visual, can

get a lot of value from a strong presence on Instagram or Pinterest. A
business-to-business or marketing company might find more leverage in
Twitter or Linkedin.

How Social Media Marketing Can Help You Meet Your Marketing
Goals Social media marketing can help with a number of goals, such as:

• Increasing website traffic

• Building conversions
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences

47
The bigger and more engaged your audience is on social media networks,
the easier it will be for you to achieve every other marketing goal on
your list!

How to Choose the Best Social Media Platforms for Marketing

Here's a brief overview about how to use social media for marketing
according to each platform’s unique user base and environment. Different
social media marketing sites require different approaches, so develop a
unique strategy tailored for each platform.

Using Facebook for Social Media Marketing

Facebook’s casual, friendly environment requires an active social media

marketing strategy. Start by creating a Facebook Business Fan Page.
You will want to pay careful attention to layout, as the visual component
is a key aspect of the Facebook experience.

Facebook is a place people go to relax and chat with friends, so keep your
tone light and friendly. And remember, organic reach on Facebook can be

48
extremely limited, so consider a cost-effective Facebook ad strategy,
which can have a big impact on your organic Facebook presence as well!

Using Twitter for Social Media Marketing

Twitter is the social media marketing tool that lets you broadcast your
updates across the web. Follow tweeters in your industry or related
fields, and you should gain a steady stream of followers in return.

Mix up your official tweets about specials, discounts, and news with fun,
brand building tweets. Be sure to retweet when a customer has
something nice to say about you, and don’t forget to answer people’s
questions when possible. Using Twitter as a social media marketing tool
revolves around dialog and communication, so be sure to interact as
much as possible to nurture and build your following.

Using LinkedIn for Social Media Marketing

LinkedIn is one of the more professional social media marketing sites.

LinkedIn Groups is a great venue for entering into a professional dialog

49
with people in similar industries and provides a place to share content
with like-minded individuals. It's also great for posting jobs and general
employee networking.

Encourage customers or clients to give your business a recommendation

on your LinkedIn profile. Recommendations makes your business appear
more credible and reliable for new customers. Also browse the Questions
section of LinkedIn; providing answers helps you get established as a
thought leader and earns trust.

Using YouTube for Social Media Marketing

YouTube is the number one place for creating and sharing video content,
and it can also be an incredibly powerful social media marketing tool.
Many businesses try to create video content with the aim of having their
video “go viral,” but in reality, those chances are pretty slim. Instead,
focus on creating useful, instructive “how-to” videos. These how-to
videos also have the added benefit of ranking on the video search results
of Google, so don't under-estimate the power of video content!

50
 RESEARCH METHODOLOGY
Methodology is the systematic, theoretical analysis of the methods
applied to a field of study. It comprises the theoretical analysis of the
body of methods and principles associated with a branch of knowledge.
Typically, it encompasses concepts such as paradigm, theoretical model,
phases and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not
the same thing as a method. Instead, it offers the theoretical underpinning
for understanding which method, set of methods or so called “best
practices” can be applied to specific case, for example, to calculate a
specific result.

It has been defined also as follows:

1. "The analysis of the principles of methods, rules, and postulates

employed by a discipline"
2. "The systematic study of methods that are, can be, or have been

applied within a discipline"

3. "The study or description of methods”

RESEARCH DESIGN: – The research design used in this study was

both
‘Descriptive’ and ‘exploratory’.

SAMPLING TECHNIQUE: –

The selection of respondents will be doing on the basis of convenience

sampling (non-probability). Basically I will use random sampling
method.

51
STASTICAL TOOLS:

MS-EXCEL will use to prepare pie- charts and graphs and MS-WORD
will use to prepare or write the whole project report.

LIKERT SCALES:

Likert scales are the four, five, six, point scales much used in various
fields of research. Often the scale is used as a semantic differential.

RESEARCH DESIGN
The research design is purely and simply the framework of plan for a
study that guides the collection and analysis of data. Types of Research
Design:
• Exploratory Research – The main purpose of such studies is that

of formulating a problem for more precise investigation or of

developing the working hypotheses from an operational point of
view.
• Descriptive Research – Those studies which are concerned with

describing the characteristics of a particular individual, or of a

group.
• Hypothesis Testing Research – They are those where the

researchers test the hypotheses of casual relationships between

variables.

Sampling techniques can be broadly classified in to two types:

 Probability Sampling.
 Non-Probability Sampling.

Methods of Data Collection

52
Primary Data:
Primary data is basically the live data which I collected on field while
doing cold calls with the customers and I shown them list of question for
which I had required their responses.
Source: Main source for the primary data for the project was
questionnaires which I got filled by the customers or sometimes filled
myself on the basis of discussion with the customers.
Secondary Data:
Secondary data for the base of the project I collected from intranet and
from internet, magazines, newspapers etc.
Statistical Analysis
In this segment I will show my findings in the form of graphs and charts.
All the data which I got form the market will not be disclosed over here
but extract of that in the form of information will definitely be here.
TOOLS AND TECHNIQUES OF ANALYSIS

Tools for analysis

 Bar chart (Bar charts will be used for comparing two or more

values that will be taken over time or on different conditions,

usually on small data set)
 Pie-chart (Circular chart divided in to sectors, illustrating relative

magnitudes or frequencies)
Tools and Techniques
As no study could be successfully completed without proper tools and
techniques, sames with my project. For the better presentation and right
explanation I used tools of statistics and computer very frequently. And I
am very thankful to all those tools for helping me a lot. Basic tools which
I used for project from statistics are-
53
 - Bar Charts
- Pie charts
- Tables
Bar charts and pie charts are really useful tools for every research to
show the result in a well clear, ease and simple way. Because I used bar
charts and pie cahrts in project for showing data in a systematic way, so
it need not necessary for any observer to read all the theoretical detail,
simple on seeing the charts any body could know that what is being
said.

OBJECTIVE OF THE STUDY

1. Nokia Corporation aims to leverage digital marketing strategies to
enhance its business development efforts.

2. By harnessing data-driven insights, Nokia can refine its target audience,

optimize marketing channels, and amplify brand visibility.
Implementing a robust content marketing strategy, including blog posts,
videos, and social media engagement, will position Nokia as an industry
thought leader, fostering trust and loyalty among customers.

3. Embracing emerging technologies like AI and AR can further enhance

the customer experience and differentiate Nokia from competitors.
Through these digital marketing initiatives, Nokia aims to drive business
growth, expand market share, and solidify its position as a leader in the
telecommunications industry.

54
 DATA INTERPRETATION
Q.1. How you aware about Nokia
Corporation? Table No. 1:
Option No. of Respondents Percentage
TV Ads 20 20%

Existing customers 25 25%

Magazines 10 10%

Friends 15 15%

Internet 30 30%

Total 100 100%

GRAPH No.1:

Interpretation: From the above graph shows that 20% of the

respondents came to know of Nokia Corporation through TV ads, 10% of
the respondents through magazines, 25% of the respondents through the
existing customers and 15% of respondents from friends, 30% of
respondents through internet. The above graph explained that majority
of respondents are Existing customers ads and Internet.

55
Q.2. What is your perception about Nokia
Corporation? Table No. 2:
Particulars No. of Respondents Percentage
Good 45 45%
Ordinary 25 25%
No comment 25 25%
Poor 5 5%
Total 100 100%

Graph No.2:

Interpretation:
The above graph reveals that good perception comes from 45%, 25%
have ordinary perception about the Nokia Corporation and rest by 25%
have No Comment, 5% have poor perception.

56
3. : Nokia Corporation have Good
Quality? Table No. 3
Particulars Number of Respondent Percentage

Strongly agree 35 35%

Agree 45 45%

Neither agree 15 15%

Disagree 5 5%

TOTAL 100 100%

Graph No. 3

Interpretation:
The above graph shows that 35% of respondents strongly agree Nokia
Corporation have Good Quality, 45% agree, 15% Neither agree and 5%
of respondents disagree.

57
4. Do you think Nokia Corporation Services are more Quality
& beneficial than others?
Table No.4:
Product No. of Respondent Percentage
Yes 65 65%
No 35 35%
Total 100 100%

Graph No.4:

Interpretation: The above graph showing is 65% of respondents says

Nokia Corporation are more quality and beneficial than others. Only
35% of respondents Says No.

58
5. : On the basis of price and feature comparison, is Nokia
Corporation economical?
Table. No.5:
Option No. of respondents Percentage
Extremely Agreed 15 15%
Highly agreed 20 20%
Agreed 45 45%
No Comments 12 12%
Disagreed 8 8%
Total 100 100%

GRAPH No. 5:

59
 Interpretation: The above graph showing is Nokia Corporation are
economical. 15% of public is extremely agreed with this statement, 20%
is highly agreed, 45% is agreed and rest of people’s answer is negative.

Q6. What is the Selling scale System of Nokia Corporation? Table

No.6
Option No. of Respondents Percentage
Excellent 35 35%
Good 25 25%
Fair 16 16%
Poor 12 12%
Very poor 12 12%
Total 100 100%

Graph No. 6

60
 Interpretation: In the above graph shows that 35% of people says
excellent about selling scale system of Nokia Corporation, 25% Good,
16% Fair, 12% Poor and rest 12% says very poor.

Q7. State the level of satisfaction for the Nokia Corporation Services?
Table No.7
Option No. of Respondents Percentage
Satisfied 65 65%
Dissatisfied 15 15%
Not at all satisfied 13 13%

61
 Neither Satisfied nor 7 7%
dissatisfied

Total 100 100%

Graph No. 7

Interpretation: The above graph shows that 65% of respondents

satisfied with Nokia Corporation Services. Only 15% of respondents
dissatisfied with its Services.

Q8. How many years have you been using Nokia Corporation?

62
Table No.8:
Years No. of Respondent Percentage
1-2 Yrs 22 22%
2-3 Yrs 32 32%
3-4 Yrs 25 25%
More than 4 Yrs 21 21%

Total 100 100%

Graph No.8:

Interpretation: In the above graph shows that 22% of people using

Nokia Corporation1-2 years, 32% respondents using 2-3 years, 25%
respondents using for 3-4 years and rest 21% respondents using More
than 4 years.

63
Q9. Distribution of Respondents According to Occupation Table No.
9
OCCUPATION RESPONDENTS PERCENTAGE
RETIRED 14 14%
PRIVATE JOB 12 12%
GOVT JOB 42 42%
STUDENT 16 16%
BUSINESS 16 16%
TOTAL 100 100

Graph No. 9

Interpretation: Out of 100 respondents 14% were retired,12% were

private job holders, 42% were government job officials, 16% were
students and 16% were businessman.

64
Q10. Distribution of Respondents According to Qualification Table
No. 10
QUALIFICATION RESPONDENTS PERCENTAGE
MATRICULATE 8 8%
INTER 12 12%
GRADUATE 64 64%
POST GRADUATE 16 16%
TOTAL 100 100%

Graph No. 10

65
Interpretation: Out of 100 respondents, 8% were matriculate, 12% were
intermediate, 64% were graduate and 16% were post graduate.

Q11. Does Advertisement Influence your decision in choosing Nokia

Corporation Services?
Table No. 11
Particulars No. of Respondents Percentage

Yes 87 87%

No 5 5%

Can’t Say 8 8%

Total 100 100%

Graph No. 11

66
 Interpretation: In the above graph shows that 87% of customer says yes
advertisement influence decision in choosing a Nokia Corporation.

Q12. How many years have you been using Nokia Corporation Product? Table
No. 12
Years Percentage
1-2 Yrs 10%
2-3 Yrs 10%
3-4 Yrs 16%

67
 More Than 4 Yrs 64%

Graph No. 12

Interpretation: The above graph showing that 64 % customer are using

this product more than 4 years.16 % are using 3-4 years. and rest are
using below 3 years.

Q13. What is the selling scale System of Nokia Corporation Product?

Table No. 13
Particulars Percentage
Excellent 60%
Good 10%
Fair 10%

68
 Poor 10%
Very poor 10%
Graph No. 13

Interpretation: The above graph showing that selling scale of Nokia

Corporation product is very enough. Rest customer says equally about
this product.

Q14. Which factor is most liked by you? Table No.

14
Option Percentage
Pricing 15%
Advertisement 70%
Quality 10%

69
 Stylish 5%
Graph No. 14

Interpretation: The above graph showing that 70 % customer is attract

towards Nokia Corporation product due to Advertisement. 15 %
customer says that pricing is good of Nokia Corporation.

Q15. Is there any complain from customer? If yes then why? Table
No. 15
Option Percentage
Price 15%
Product 20%
Quality 30%

70
Other 5%
No 30%
Graph No. 15

Interpretation: The above graph showing that 30 % customer want to

complain Nokia Corporation due to its quality. 15% for price and 20 %
for product and 5 % for other reasons.

Q16. Which of these marketing applications have you used in the

present?
Table No. 16
Particulars No. of Respondents Percentage

71
 Facebook Business 12 24%
Pages

Free Webs 18 36%

Google adwords 8 16%

SMS Marketing 12 24%

Total 50 100%

Graph No.16

Interpretation:
It reveals that Facebook Business Pages (24%), Free Webs (36%),
Google adwords (16%) & SMS Marketing use 24% marketing
applications in present.
Q17. For which of your digital communications do you use analytics
to track audience response and behavior?
Table No. 17
Particulars No. of Respondents Percentage

72
 Company Website 18 36%

Facebook Pages 12 24%

Email Campaigns 7 14%

SMS Marketing 13 26%

Total 50 100%

Graph No.17

Interpretation:
It is observed that approx 36% of respondents use company website &
26% use SMS Marketing to track audience response and behaviour.

Q18. In what ways do you currently communicate with your Staff

members?
Table No. 18
Particulars No. of Respondents Percentage

73
 e-mail newsletter 8 16%

Facebook 12 24%

Mobile device 15 30%

application

Text message 8 16%

marketing

Blogging updates 4 8%

Others 3 6%

Total 50 100%

Graph No. 18

74
 FINDINGS
It reveals that 33% of the respondents came to know of Nokia
Corporation through TV ads, 24% of the respondents through
magazines, 21% of the respondents through the existing customers and
12% of respondents from friends, 10% of respondents through internet.
The above graph explained that majority of respondents are TV ads and
Magazines.
1. It reveals that good perception comes from 45%, 25% have
ordinary perception about the Nokia Corporation and rest by 25% have
No Comment, 5% have poor perception.
2. It is observed that 35% of respondents strongly agree Nokia
Corporation have Good Quality, 45% agree, 15% Neither agree and 5%
of respondents disagree.
3. It reveals that 35% of people says excellent about selling scale
system of Nokia Corporation, 25% Good, 16% Fair, 12% Poor and rest
12% says very poor.
4. It is observed that Nokia Corporation are economical. 15% of
public is extremely agreed with this statement, 20% is highly agreed,
45% is agreed and rest of peoples answer is negative.
5. It reveals that 65% of respondents says Nokia Corporation. are
more quality and beneficial than others. Only 35% of respondents Says
No.
6. It is observed that 65% of respondents satisfied with Nokia
Corporation Services. Only 15% of respondents dissatisfied with its
Services.
7. It reveals that 87% of customer says yes advertisement influence
decision in choosing a Nokia Corporation Majority (37.5 %) of the
retailers are aware of the Nokia Corporation. The next majority (35 %) of
the retailer awareness is about the NOKIA CORPORATION Services.
75
majority (55%) of the retailers have opinioned that they are satisfied
with the sales Nokia Corporation. A considerable proportion of the
retailers have opinioned only neutral about their satisfaction level.
8. It reveals that Most of the respondents purchase electronic items &

Gifts from Online.

9. It reveals that 30% of respondent says TV, Newspapers (24%) &

only 20% of respondent says Online.

10. It is observed that 84% of respondents read the news through online
and rest 16% of respondents don’t read the news through online.
11. It reveals that Facebook Business Pages (24%), Free Webs (36%),

Google adwords (16%) & SMS Marketing use 24% marketing

applications in present.

76
 CONCLUSION
Nokia is old company compare to Apple or Samsung such popular
companies. However, its development shocks the world. And according
to its development and company’s history, we can notice that it is
possible that Nokia will overpass these companies. Even some people
think that Nokia copies the techniques from other companies, such as
Apple. But, we should not that they did have their advantages,
their products are coming into people’s life. And since the media,
electronic product, even some technologies are relevant to our life, thus
Nokia will have very large region to improve and keep continue their
development.

• Digital Marketing is not only concerned with placing ads in

portals, it consists of integrated services and integrated channels.
Marketers want to use these components in an effective way to
reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are
connected across the digital platforms are the custodians.
• The ability to interact with the customers of the company should
be viewed as a very positive aspect by any business. It offers
very real insight into how the company’s are viewed.
• The feedback shared on the review social networking sites such
as Facebook, LinkedIn, Twitter, Google+, holidayiq.com &
TripAdvisor is an opportunity to improve the service offering.
• Measuring the affects that reviews, Wall-posting, Blog, Photo
Video, Pop-up, tweets and posts can directly have on bookings
could be quite difficult.
• Digital Media creates a real Connection between companies and
customers; that connection creates a trend for purchase intensity.
77
• Digital Networking provide ample ofiiopportunities for
interacting with any industries partners.
• Digital Marketing provides a platform to innovative advertising
to be effectively used for business growth of any industries.
• Industry with use of Social Networking Sites can gain
competitive advantage by reducing advertising cost, create
awareness, capture large market, able to transact globally, can
improve customer service quality and acquire new customers.

78
 LIMITATIONS OF THE STUDY
As said basic research was conducted at the company to enable the
company to assess how far the customers are satisfied with product and
services of Nokia CORPORATION. During the course of the study the
following limitations were observed:

 The method will be unsuitable if the number of persons to be

surveyed is very less as it will be difficult to draw logical

conclusions regarding the satisfaction level of customers.
 Interpretation of data may vary from individual depending on the

individual understanding the product features and services of the

company.
 The method lacks flexibility. In case of inadequate or incomplete

information the result may deviate.

 It is very difficult to check the accuracy of the information provided.
 Since all the Services and services are not widely used by all the

customers it is difficult to draw realistic conclusions based on the

survey.

79
BIBLIOGRAPHY

BOOKS:
1. Brinlee D (2007). Does Internet Advertising
Work? http://www.askdeb.com/internet/advertising

2. Chaffey D (2003). Internet Marketing, Strategy, Implementation

and Practise.2nd edition, Pearson Education Limited, pp. 115-186.

3. Lacy K, Hernandez M (2009). Twitter Marketing for Dummies.

pp. 14-20

4. Nicole K (2007). Building a Brand through Social Networks,

http://mashable.com/ 2007/05/ 08/ brand-social-networks/Ricadela

A (2007).

5. Scott DM (2009). The New Rules of Marketing and PR.

6. Shih C (2009). The Facebook Era. Tapping online social networks

to buildbetter products, reach new audiences and selling more

stuff. Prentice HallPublication, pp. 85-12

7. Thompson SH (2002). Attitudes toward online shopping and the

internet.
National university of India, 21(4).

8. Weber L (2009). Marketing to the Social Web. Second Edition.

9. Zarrella D (2010). The social media marketing. O ‘Reilly Media.

Website:
• https://www.nokia.com/in/about/
• https://en.wikipedia.org/wiki/Nokia
• https://www.digitalvidya.com/blog/how-Nokia-making-
effective- use-ofsocial-media-to-target-indian-consumers/

80
THANK YOU

81