Marketing research Proposal

ON

“Downfall of sales of nokia”

SUBMITTED TO

Prof. Tripti ghosh Sharma SUBMITTED BY

Chandan Gupta shah

Deepak kumar jaiswal

Prateek Khare

Sagar Jena

Pulkit sinsinwar

Abhinav Sharma

Abha Chaudhary

EXECUTIVE SUMMARY:

Nokia has been leading the market in the mobile handset industry worldwide but

the market share in India has decreased to 30.1% in 2011 from 59.9% in 2008. The

problem that had been addressed here is the decline of nokia sales in the mobile

market. The various reasons that had been responsible for the same and in what

peculiar way it had contributed to the declining market share of nokia.

On behalf of a marketing research firm, we have prepared the particular research

proposal to be drafted to the nokia company to win the project of research to be

conducted on behalf of them. From this research, we will try to find out what are

the various problems the company is facing to regain it’s market share. The

objective of this research is to find out the various trends prevailing in the mobile

market in India.

The research design is used in this research is descriptive research. The

information are collected from secondary and also primary sources through online

surveys and personal interview. The data are to be analyzed through different

standard methods of data analysis. The cost and the time required for the research

project is also mentioned in the research proposal.

MEASURES UNDERTAKEN: A throughout research will be done in order to

identify the key areas responsible for the decline on the market share of nokia

.survey, questionnaire, and secondary data has been taken into consideration for

the same.

RESEARCH PARAMETERS:

Past performance data of market share of mobile companies.

Past performance data of nokia for the decade.

Usage data of popular mobile operating system of the decade

Financial data of nokia company itself.

Primary data collection through questionnaire.

Background (Information and research)

Nokia was leader in the market of mobile handsets till 2008, but after 2008, sales

had been continuously decreasing and had been overtaken by competitors, such as

Samsung, Micromax, and Lava, are the major players who had shared the share of

Nokia. The Customers of Nokia Mobiles are shifting to these companies.

The main reason for decline in sales is low demand for smartphones.The report for

2011 shows that sales has been declined by 7% and operating margin decreased by

41% year on year.

Thus, the problem with the company is to find out why the customers are shifting

to other handset and decreased demand for smart phones launched by Nokia.

According to the recent report in jan-2012, The company posted a 31 percent

decline in smartphone shipments, selling only 19.6 million units compared to 28.6

million the previous corresponding quarter.

The sales data given below with market shares in India

Market share and sales of Nokia and it’s competitors

54%

11%

1.20%Market Share In 2009

Nokia

Samsung

Micromax

39%

28%

11.90%

Market share in 2011

Nokia

Samsung

Micromax

49.30%

20.50%

6.24%

Market share in 2010

Nokia

Samsung

Miromax

Sales of Nokia and Competitors (2009-2011)

48

76.9

55.2

9.1

31.9836

1.29

9.7315.3

0

10

20

30

40

50

60

70

80

90

2009 2010 2011

Figs In Millions

Sales

Nokia

Samsung

Micromax

OBJECTIVE OF RESEARCH

To find out the reasons for decline in sales of Nokia cell phones.

To clarify the customer’s attitude towards the Nokia products & services.

To get insight into the demand and behavior of customers targeted by Nokia.

Identify the competitors and ways to compete.

Approach to the research

Our methodology to develop survey will combine literature review and sampling

from major retail outlets of Nokia and other mobile providers.

The approach will be based on the following factors

We will conduct a survey to collect the data required for the research

through – Mall intercepts, Internet and E-mail.

The data will be collected regarding the perception attitude and preferences

of the customers regarding various handsets.

Finally the data will be analyzed applying various tools of data analysis to

find out the required conclusions.

Research Design

The research design will include Descriptive research

Primary data

Surveys and questionnaire methods.

Internet, mail and Mall intercepts.

Nominal and Audinal scale.

Types of questions:-

Attitude and perception towards mobile handsets.

Purchasing habbits of customers.

Usages pattern of the customers.

Awareness, attitude and perception towards Nokia brand.

Sampling Plan

The sample will be selected through convenient technique of sampling.

We have made decision to carry out total of 1000 samples using various

techniques. This will help to find out the differences and choice of the

customers regarding different handsets.

Internet: - 400 samples

E- mails:- 400samples

Mall Intercepts:- 200 samples

Sample of questions to be asked.

1. Which company’s mobile are you using, currently?

A. Nokia B. Samsung C. HTC D. Blackberry E. Micromax

2. On what basis do you choose this company’s mobile?

A. Price B.Function C. Features D. Appearance E. Trend

3. Which mobile would you prefer to purchase?

A. Nokia B. Samsung C.HTC D. blackberry E. Micromax

F. Others

4. What are the reasons according to you are lacking in nokia ?

A. Reliability B. technological parameters

C. Features D.price

5. Which company mobile do you think are perfectly viable for the present

generation?

A.Nokia B. Samsung C. HTC D. blackberry E. Micromax

F.others

Field works and data collection

Primary data collection

Internet – controlled

E- mail – controlled

Mall intercept – controlled

Data analysis

Percentage analysis – what percentage of customers are using which mobile?

Central tendency – The average no.of customers using various handsets.

Regression analysis- we will analyse the relationship between prices of

various handsets and the no. customers are preferring.

Reporting

Cost & time

Appendices

QUESTIONNAIRE

6. Which company’s mobile are you using, currently?

A. Nokia B. Samsung C. htc D. blackberry E. micromax

7. On what basis do you choose this company’s mobile?

A.Price B.Function C. Features D. Appearance E. Trend

8. Which mobile would you prefer to purchase ?

A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

9. What are the reasons according to you are lacking in nokia ?

A. Realiability B. technological parameters

C. Features D.price

10. Which company mobile do you think are perfectly viable for the present generation?

A.Nokia B. samsung C. htc D. blackberry E. micromax F.others

11. Which company mobile has the widest product range?

A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

7.Except nokia your other preferred brands ?

A.Nokia B. samsung C.htc D. blackberry E. micromax F. others

8.Does the nokia phone offers a reasonable price?

A.yes B.no

9. which of the following mobile os you find the best?

A.symbian B.apple os C.RIM D.android