Brand Audit of Nokia in Indian ContextMarketing Communication and Brand

Management

Samrat Basu, Post Graduate Diplomain Business Management

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Table of Contents

Title Page No .

Nokia Brand Inventory………………………………………………........3

Product Related Attributes………………………………………………..4

Nokia Brand Portfolio…………………………………………………………5

Nokia Brand Exploratory…………………………………………………….6

Mental Map………………………………………………………………………..7

Nokia CBBE Pyramid…………………………………………………………..8

Factors Responsible for Nokia Market Share Dip………………10

Recommendations…………………………………………………………….11

Conclusion………………………………………………………………………….12

Appendix……………………………………………………………………………13

References and Bibliography…………………………………………….14

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Nokia Brand Audit

[Source: www.nokia.co.in]

Nokia- Brand Inventory

Nokia- A Brief History

Nokia is a technology giant manufacturing mobile phones. ThisFinnish brand has earned real credit for its path-breakingtechnology and innovative contribution to the mobile phoneindustry.

The brand history of Nokia can be divided roughly into fourparts: -1) Nokia First Century (1865-1967), 2) The Move toMobile (1968-1991), 3) Mobile Revolution (1992-1999) 4) NokiaNow (2000-present).

1) Nokia First Century (1865-1967) – The birth of Nokia tookplace on the banks of Nokianvirta river which initiallystarted as a paper mill and gradually modified to a rubberfirm, a cable works to finally Nokia Corporation in 1967.

2) The Move to Mobile (1968-1991) – As pioneers in the mobilecommunications in the newly deregulated European markets,Nokia partnered with several technological organisationsbefore it launched the first GSM enabled handsets in themarket in 1991. Nokia equipments were used to make theworld’s first GSM call.

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3) Mobile Revolution (1992-1999) -- By 1992, Nokia decidedto focus fully on its telecommunication business. Theorganisation took its best strategic decision with theadoption of the newly GSM standard and soon it was at thehelm of its growth and took a considerable portion of theglobal mobile market. Nokia launched the Nokia 1011 whichwas its first GSM phone, the Nokia tune in 1994 whichcould be heard first in its 2100 handset. In 1997, itlaunched the famous Snake game and by 1999 the Nokia 7110was launched which was the world’s first WAP-enabledmobile phone.

4) Nokia Now (2000-present) -- By this time, the success ofNokia as a brand was recognised globally. By 2002, thefirst 3G phone of Nokia came into existence which alsoslowly saw the launch of Nokia N-Gage and other gamingphones by Nokia. By 2007, Nokia sold its Billionth phonein Africa and by 2007 it was recognised as the 5th mostvalued brand in the world and also launched the Ovi whichwas a internet-based services. In 2008, Nokia unveiled itsnew concept mobile phone, the Nokia Morph which was ajoint study of Cambridge University’s Nanoscience Centreand the Nokia Research Centre. (Malykhina,2008) 

Nokia-IndiaIndia has always provided a huge potential market for manybusinesses. In India, the growth of the cellulartechnology came with the advent of Nokia which startedoperations in Kolkata, New Delhi, Mumbai, Jaipur, Lucknow,Chennai, Bangalore, Pune and Ahmedabad. R&D facilitieswere set up at Bangalore & Mumbai, manufacturing plant atChennai and a Design Studio at Bangalore. Gradually, Indiabecame the second largest market of Nokia in the world. The brand today has become an integral part of most ofcell phone users. In every shop selling mobile phones, wecould always see Nokia phones. Nokia in India has extendedits reach to even the remotest of places. “Today, Nokiaphones are available across 200,000 outlets countrywide.But the beauty really lies in the way the Finnish gianthas been able to weave in its distribution network over arobust IT backbone.”(www.economictimes.indiatimes.com).This is all due to theextensive brand image of Nokia.

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Some Achievements of Nokia:- Ranked No.1 as the Most Trusted Brand Survey by Brand

Equity, 2008 Ranked the No. 1 MNC in India by Businessworld,

India’s leading business weekly, 2006 Ranked as the No. 1 telecommunications equipment

vendor in the country by Voice & Data for fiveconsecutive years –2008, 2007, 2006,2005 and 2004

Ranked as the 9th most powerful brand by MillwardBrown’s BrandZ 2008

Ranked world’s 4th most valuable brand by Interbrand,2007

Ranked Asia’s most trusted brand by the Media-Synovate, 2006

(www.nokia.co.in)

Product-Related Attributes: - Brand Nokia is better known to bea user-friendly phone which provides its users the ease ofaccess though keeping in mind the chic, sturdiness, etc. whichpeople generally associate with Nokia. It provides severalbenefits to its customers that could be summarized as shownbelow:-

1) Latest state of the art operating system (Java-basedSymbian and Linux-based Maemo)

2) Music Player(Media Player + MP3 Player)3) 2 -8 Megapixel Carl Zeiss Optical Lens Camera(12 MP in N8

coming soon)4) Bluetooth & Infrared5) Video & Voice Recording6) EDGE7) Internet & GPRS8) GPS9) Style10) Passion11) Image12) Feel13) Satisfaction 14) Innovation & Technology

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(www.nokia.maemo.com)

Nokia Brand Portfolio

As we can see from the figure above that Nokia’s BrandPortfolio currently consists of the following five categoriesof mobile phones. They are 1) Entry Level Phones 2) NokiaXpress Music 3) Nokia C-Series 4) Nokia X-Series, 5) Nokia E-Series 6)Nokia N-Series.Nokia with its above portfolio targets almost all the sectorsof the mobile phone users.

Entry Level Phones: - This segment mainly tries to target thecustomers whose main aim is to use mobile phone only as a meansof communication. This level targets those customers who arenot in a position to afford a lavish amount of money on

NOKIA

Nokia N-Series

1) N-97 mini, 2) N-97 3) N-900, 4) N-868MP, 5) N8, 6) N-95,7)N-96, etc

Nokia E-Series

1) E-72, 2) E-71, 3) E-63, 4) E-5, etc

Nokia X-Series

1) X6 2) X3 3)X2, etc

Nokia C-Series

1) C3 2) C5 3) C6,etc

Nokia Xpress Music

1)5130 2)5330 3)5530 4)5630 5)5800, etc

Entry Level Phones

1)1100 2)1108, etc

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mobiles, but in some way or others they have to keep a mobileto communicate. “The company launched two models, 1100 and1108, after intensive research on the Indian customer'sspecific needs. The phones gave an integrated torch, a sheath-covered keypad for dust protection and a slip-free grip. Thephones were also introduced in other markets in Asia andAfrica. Nokia's first ‘Made for India’ model, the 1100, is thelargest selling model in the Indian GSM handsetmarket.”(www.ibef.org)

Nokia Xpress Music: - This segment mainly tries to target theyoung generation who are music freaks. They live in a separateworld where music is the most important for them and at thesame time the hip and happening youngsters would also like tohave a user-friendly interface, with around 2-3.2 MP camerawith Carl Zeiss optical lens and extended memory space of about16 GB for added music capacity, FM player, etc.

Nokia Smart Category Phones, consisting of Nokia C-Series,Nokia X-Series, Nokia E-Series, Nokia N-Series:- These 4categories of cell phones mainly constitute the smart categoryof mobile phones offered by Nokia. With the introduction ofthese categories Nokia has brought in a new device namingconvention. While the E-Series and N-Series have been in themarket for the last few years, the X-Series has been introducedlast year and the C-Series has started coming in the market afew months back. Within all these device series, a new range ofnumber starting from 1 to 9 could be seen. This implies for therange of functionality they offer and the approximate prices ofthe devices range from 1, being the lowest and 9 being thehighest. The C-Series and X-series mainly target the customerswho want a sleek and sophisticated smart phone with the ease ofusability. The inclusion of several social networking sites asgadgets are also to be noted. The models come in differentbright colours also to attract the women customers. The E-Series and N-Series however come in a very bold and sturdyshape. The E-Series targets the business class users, whorequire being in constant touch with their emails and interneton move. The push-mail is a unique feature of the E-Series. TheN-Series is by far the most high end model of Nokia phones. Ithas the most advanced features including the GPS withNavigator. The mobiles are equipped with 5-8 MP cameras withCarl Zeiss lens, expendable memories upto 32 GB. The phones

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appeal to the modern, trendy hip-happening crowd of thesociety, who has a larger disposable income and can spend apremium amount while buying their products.

Moreover, “this new naming convention is designed to makethings easier for users, so they can quickly and easily workout where a device sits within the series and beyond that havea clearer idea of what each series does.”(http://conversations.nokia.com)

Communications, Pricing and Distribution

Nokia’s communication strategy is often aimed at advertisingthe products for the low-end consumers. The Nokia 1100advertisement, “Made for India” campaign was targeted at thelowest level end user. “It showed the mobile tied to the fenderof a truck that traverses the length of India. The implicitmessage is that phone still works at the end of the long, hot,dusty, journey. Nokia's advertisements have dwelt on the humanangle of mobile technology, rather than emphasise theirtechnical aspects. Localised communications has helpedreinforce the core brand strength of ‘“human technology thatappeals to consumers,”” admits Sanjeev Sharma, CEO, Nokia. The‘Har Jeb Mein Rang’ (colour in every pocket) advertisement wascreated keeping in mind a market aspiring to go for colourdisplays. Through its astute advertising, Nokia has sometimesbeen perceived as being the innovator even when it is not. Itis not the first handset maker to have Hindi text display forSMS, but its hardsell campaign showing the Hindi text on adisplay has enabled it to usurp this position in the minds ofthe general consumer.”

Nokia has successfully used a belligerent pricing strategy todefeat the price wars going on in the grey market. Initiallywhen mobile market started growing, the grey market comprisedof about 80% of the total handset market. Now Nokia along withother handset players has consistently reduced the price oftheir different products in an effort to destroy this greymarket and to induce consumers more into buying their products.Nokia though often resorts to market skimming as they oftenhave been pioneers in launching a service and then reducing theprice after a few months.

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Nokia has resorted to an effective distribution strategy and itcould make its feel presence over 30000 outlets in about 2000cities. (www.ibef.org)

Brand Exploratory

Nokia has always tried to bring innovative products in themarkets with the aim of creating a demand in the market for newand new devices. So innovation and research and developmenthave paved the way to transform Nokia into a market leader.Some of the typical brand associations with Nokia are‘innovative’, ‘superior quality’, ‘design’, ‘user-friendly’,‘durability’, ‘global’.

Nokia - Mental Map

Nokia

Image

Feelings

People

Benefits

Innovator,Successful, Eco-

friendly

Durability

User Friendly

Ease of use, Design

All classes, Male-Female, Business, Music-lovers

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Sources of Brand Equity Nokia has been considered to be one the top global brands for ages now. It derives its brand equity mainly due to the different ways it tries to connects its customers emotionally and rationally.

The very first thing that draws one’s attention while seeing aNokia phone is the image it has built down the age. Nokia isbest known to be innovators in this telecom fields, bringingnewer and newer models in the market and creating a cravingamong the fellow customers to buy more and more of its phones.Moreover, Nokia as a brand is successful in almost all itsproducts it has in the market. So it is established with theimage of being a successful brand. Nokia on the other hand alsourges its customers to recycle their old phones and as aresult, the company also plants a new tree for each phonerecycled. So it has also built up an image of being an eco-friendly object. The image of the brand is one of the mostimportant drivers of brand equity.

The very first feeling we associate with Nokia is the design ofthe phones and the ease with which we can access these devices.Nokia comes with one of the advanced technological designs andat the same time, the complex device could be accessed withease as the interface is always a very user-friendly one. Ittries to appeal the customers to be involved in a complextechnology but with ease.

“Nokia has a distinct personality of its own. The slogans 'Wecall this human technology', 'only Nokia  human technologyenables you to get more out of life' and 'connecting people'emphasize  human side of technology, thereby resulting in brandpersonality of trusted friend.  It also stands for reliabilityand quality.  The ads also played prominent role incontributing to the distinct personality.” (Varaprasadreddy &Ramesh, 2006)

Another prominent area where Nokia is drawing brand equity isthe fact that it caters all the different societies of peopleranging from the new entry level phone users to the businessand sophisticated users. The sophisticated and business levelusers are even ready to pay a premium price to use Nokiaproducts. These show the brand equity that Nokia has created inthe market.

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Nokia also is sponsoring many sporting events like it is one ofthe main sponsors for Kolkata Knight Riders team of the IPL. Itis trying to associate the brand with the level that ShahrukhKhan, the franchisee owner for the team has created. LikeShahrukh in Bollywood, Nokia tries to be the ultimate name inthe mobile industry.

Customer-Based Brand Equity (CBBE) Pyramid

Nokia provides solutions of top quality across its differentproducts which is continuously changing as Nokia’s products aremodifying according to the cultural and societal changes. Thusit provides a holistic approach with consumer experience.

Brand Salience: - Nokia is a global leader as a mobile hand setproducer. Nokia dominates the mobile market globally. “Nokiaretained a substantial lead in the worldwide smart phone marketin Q2 2010, achieving a 38% market share”. (Litchfield, 2010)In India, “…..Nokia continues to dominate the market with ahuge 59.5% market share” (www.cellular-news.com). This suggeststhat as a brand, Nokia has a huge brand salience and consumers

Nokia market share is more than 38% globally and around 58% in India.

High Salience

Product, Features, Design, Durability

Cultural, Social, Image, Brand

Demographic Characteristics, Psychographic Characteristics

Personal Factors, Psychological Factors

Occasions, Benefits,Status, Brand Loyalty, Attitudes

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prefer Nokia over other players. So whenever someone goes tobuy a mobile in India, the very first thing that he/she recallsis a Nokia cell phone.

Performance: - Nokia uses the latest state of the arttechnology and provides latest multimedia phones. Apart fromserving the basic purposes of a phone, Nokia can be used as acamera which provides a 2- 8 MP camera, FM, Bluetooth, etc. TheNokia design is very sleek and it weighs very light so that itcan be carried in hands or pockets comfortably. The keys arestylishly made. Nokia can always be associated with durabilityand reliability. It has a very sturdy and a robust design andeven if the phone drops from your hands, it is not damagedeasily. The common Indian perception is that “If it’s Nokiathen it has to be good.” Nokia always provides superior qualityboth in service and the product.

Imagery: - Demographic Characteristics- Nokia has a variedportfolio of mobile phones which targets user from the agegroup of 15 to 35. To lure the female customers, Nokia has evencome up with special models in pink and plum colour. Nokia hashandsets ranging from basics to high-ends. So the priceaccordingly varies from as low as Rs 2000 to about Rs. 35000.Moreover, mobile phones these days are not luxuries, but anecessity and the disposable income of people are also at ahigh growing rate, thereby giving them more and more options toconsider buying a variety of models which satisfies their needsand aspirations.

Psychographic characteristics – Nokia has a variety of featurestargeting the different consumers. For ex: a high resolutioncamera would attract a customer interested in photography,while a good internet browsing or push mail service featurephone would attract a business person. Thus Nokia can becorrelated to varied lifestyles.

Nokia creates perceived values for its customers as these daysamidst intense competition products are not being sold solelydepending on the functional values.

Judgment - Nokia provides latest technologies and its phoneshave a lot of features to attract any tech savvy youth. Acountry like India has strong family values. So when a personwith strong intellectual ideals desires for a gadget, Nokia

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with latest multimedia features fulfils the desire. MoreoverNokia is also considered to be a status symbol and impart asense of success. Apart from all these, Nokia had been in themarket for more than a decade and they have grown considerablyfrom zeros to a market leader and created a solid brand imagein the eyes of its stakeholders. So they have a superior brandimage.

Feelings – Personal Factors- About 70% of the current mobileusers in India are youths. So they generally prefer deviceswith the latest features and according to their lifestyles.Nokia provides a cell phone which can fulfil all their needsand aspirations. The multimedia features of Nokia can be usedin several creative ways. The stylish users also go for Nokiaas it is a status symbol. Psychological Factors – Nokia creates a motivation amongcustomers through its advertisements, communication, etc. Ihave asked 7-8 people about how they perceive the brand to be?In all cases I got ‘extremely satisfied’ feedback from them.This shows that the perception has a good encouraging effect inthe consumer’s buying activities. Also from the survey, it isclear that though there a few people who are using brands otherthan Nokia, still according to them Nokia is the best brandthey know. (See appendix below)

Resonance – Nokia provides discounts during the differentfestival seasons. This is a way of capturing more and morecustomers and spreading the Nokia brand. During many otherspecial occasions like marriage, birthday, etc Nokia mobilesare gifted. Apart from fulfilling the basic needs of phoneusage, Nokia also provides with other services like it canserve as a high resolution cameras, music players, navigationalaids (using GPS), data transfer, etc. This benefits thecustomers. Nokia users are hard-core brand-loyal and it isdifficult to change their mindset and force them to use anothermobile from a different company. There has never been anegative attitude towards Nokia and it has been appreciated byall the sectors of mobile users. With a positive attitude Nokiadid excel in its service creating values for its customers.

Factors responsible for dipping of market-share of Nokia in2010

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Of late Nokia however has been losing its market share and thisis happening in a country like India-an emerging market whereNokia always has a strong hold. Some of the latest reports of2010 show the following in comparison to 2008-2009.

Nokia market share dipped from 64% in ‘08-09 to 52.2% in ‘09-10.

Samsung gained the market share – 10% to 17.4% in ‘09-10. LG’s market share increased marginally from 4.5% to 5.9%. Losers include Sony Ericsson (market share fell from 6% to

3%), Motorola (3.5% to 1%) Micromax has been one of the major winners, from nothing to

4.1% [driven by huge advertising during IPL]. Karbonn’s market share too increased to 3%.

According to a report in DNA, “The Indian brands making themark include Micromax, Spice, Karbonn, Lava, Lemon and Max.These locally branded handsets are, however, sourced frommanufacturers in China or Taiwan, the study said. According tothe survey, low prices for perceived high-end features are themain reason why the Indian brands are selling much more thanbefore. Industry estimates suggest that around 108 millionmobile phones were sold in the country in 2009-10, resulting insales of Rs 27,000 crore as against Rs 25,910 crore during theprevious year. As for Nokia, its revenue from India handsetsales was pegged at Rs 14,100 crore in 2009-10, down from Rs16,567 crore in the previous fiscal, the study says.”(Mookerji,2010)

According to Interbrand statement, “For years, Nokia has beenperceived as a company that is committed to enhancing ofcommunications by offering affordable, accessible, functionaland creative mobile phone devices and applications. However,while Nokia certainly maintains leadership in global marketshare of handsets, the brand has fallen behind where the mostprofitable sectors of the market have developed – most notably,smartphones. The brand was late in coming to market with acompelling product and it is in this new category that growth,relevance and emotional connection with the brand is built.Nokia was also caught unprepared for the follow-on explosion ofapps and the OS they run on, making it difficult for the brandto build an effective ecosystem for its products. With these

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challenges and the weakening of the role of hardware overcarriers, Nokia is seeing clear challenges ahead that may behard to overcome in the short-term.”

Recommendations

The Brand Audit of Nokia clearly shows that it is a very strongbrand and the perception of customers towards the brand is suchthat it could draw a huge amount of brand equity. However Nokiacan grasp some better opportunities which could help it toemerge stronger in this competitive environment.

Focus should be more on growing the brand and then Nokiacould also be able to influence that brand in short-termhandset sales as well as in future long-term dealingsthereby strengthening its value-chain further.

Advertisements and brand promotions should be carried onwith the concept of Nano Technology (latest Morph concept)as Nokia would like to be perceived as an ‘innovative’company.

Focus on using some latest OS (Android) and changing theexisting OS (Symbian).

From the survey in the appendix below, it can be clearlyinferred that out of 23 respondents, about 16 of them saysthat Nokia is their favourite brand, though out of themsome of them are using other brands. So sooner or later,these people would change their phones and would tend tobuy a Nokia phone as somewhere in their heart they areemotionally connected with Nokia. So more focus should begiven by Nokia to conduct more and more of these customersurveys to find out why they are using other brands nowand what extra they expect when they would switch over toNokia in future?

Further from the survey it shows that out of the 23respondents, 14 of them are female who have showed anintense liking for Nokia and some of them are ‘extremelysatisfied’ by using Nokia as their cell phones. Thisclearly is an indication that Nokia also has a deep appealto the feminine segment. So the company should seriouslyhave some plans of launching a few models which arespecifically targeted towards the feminine segment. It

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might have some features like attractive panels andcolours like pink, purple, etc to draw attention of thefemales.

Nokia should resist commoditization if it has to maintainits profitability. Rather more and more focus should begiven on building up the brand and making stronger brandelements.

Recently Samsung had made joint venture with GeorgioArmani to co-brand their product. Similarly Nokia shouldtry to co-brand with a good brand like Gucci, etc.

Nokia should use some better speakers. The speakers aremuch inferior as compared to Sony Ericsson and this is onepoint Nokia is losing to Ericsson considerably.

Nokia had already bought in to concept the Morph NanoTechnology in 2008. I think Nokia should seriously try tobring this concept to a product and if it’s a reality, itwould be a breath-taking achievement on part of thecompany.

Nokia should also focus on the smartphone categories andbring about some more innovative products in this categorywhich has the highest growth as trends show.

It should also try to focus on the growing mobile marketsin the different growing cities where the local companiesare selling handsets with all the features at a very lowprice. There must be some similar innovative products atcomparatively lower cost in those markets which can helpcapturing a considerable market share by eating away theother brands.

Conclusion:-

The brand audit conclusively proves that Nokia has strongbrand equity. Consumers are quite aware about Nokia and soNokia has relatively high brand awareness. Customers canrecall the brand strongly and there is proper recognitionwhich customers can retrieve at ease. The survey alsosuggests that though there are users who use other cellphones, still they have a craving for Nokia and most userscan identify the different beneficial attributes of Nokia.Thus Nokia should clearly be focused on its innovation andbranding to maintain its leadership image in this highlycompetitive mobile phone market.

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What mobile are you

What is your

What is your model number?

How much areyou willing to

Where do you often

How is your experien Name

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using?

favourite mobile brand?

pay for yourmobile phone?

see mobile ad?

ce with your favourite brand?

Samsung Nokia Samsung star 10000-20000 TV

SomewhatSatisfied

Megha Gupta

Nokia Nokia n97 mini 10000-20000Magazines

Extremely Satisfied

Richa Nayar

Nokia Nokia e-52 10000-20000 TVSatisfied

ShubhangiJain

Nokia Nokia NOKIA 2700 2000-10000 TV

Extremely Satisfied

Monika Rout

Nokia Nokia 6330 2000-10000Internet

Satisfied

Deepak Wasake

Blackberry

Others

blackberry bold 2 20000-40000 TV

Extremely Satisfied

Razeyeh Jalali

Sony Ericsson Nokia

Xperia x10 mini

20000-40000,Any amount

Newspapers

Satisfied

Palak Agarwal

NokiaOthers

Nokia 5800 Xpress Music 10000-20000

Internet

Extremely Satisfied

Aradhya Gupta

Nokia Nokia N73 10000-20000 TV

Extremely Satisfied

Vanil Shah

blackberry

Others

blackberry bold 9000 20000-40000

Newspapers

Satisfied

Vidushi Chaudhry

Nokia Nokia N-73 10000-20000Newspapers

Extremely Satisfied

ASHISH AGARWAL

Nokia Nokia N-93 2000-10000 TVSatisfied

Nikita Sharma

Sony Ericsson

Sony Ericsson W810i Any amount

Magazines

Extremely Satisfied

Francis Minz

HTC Sony Wildfire 10000-20000 Interne Satisfie Ankit

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Ericsson t d Goyal

Nokia Nokia Nokia 2626 Any amountNewspapers

Extremely Satisfied

HaragouriDash

Nokia Nokia NOKIA C-6 10000-20000 TVSatisfied

RUCHIKA AGRAWAL

Nokia Nokia Nokia n-86 10000-20000 TV

SomewhatSatisfied

Chandni Khanna

Blackberry Nokia

Blackberry 8520 10000-20000

Internet

Satisfied

Ridhima Sethi

blackberry Nokia

blackberry bold 2 10000-20000

Internet

Satisfied

Yashana Dandona

Nokia Nokia Nokia -5330 10000-20000 TV

SomewhatSatisfied

Richa Arora

Samsung NokiaSamsung Corby plus 10000-20000

Internet

Satisfied

Sudipto Basu

Nokia Nokia 6500 10000-20000Internet

SomewhatSatisfied Sitanshu

Nokia Nokia Nokia 7230 10000-20000 TVSatisfied Shaifi

Appendix: - Survey Report

(https://spreadsheets.google.com/viewform?formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ)

References and Bibliography

1) Joshi, A., In The Top Spot[pdf][Available at: www.ibef.org/download/inthe topspot .pdf ][Accessed on: 05th October, 2010]

2) Litchfield, S. , 2010, Canalys Q2 stats show Nokia’s Symbian world smartphpone market share at 38% [online][Available at: http://www.allaboutsymbian.com/news/item/11899_Canalys_Q2_stats_show_Nokias_S.php][Accessed on: 07th October, 2010]

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3) Malykhina, E., 2008, Nokia Uses Nano Tech For 'Morph' Concept Cell Phone [Online]

[Available at: http://www.informationweek.com/news/mobility/business/showArticle.jhtml?articleID=206801722]

[Accessed on: 29th September, 2010]

4) Mitra,M. & Pande,B.,2009, How Nokia became India's largestMNC [online]The Economic Times, Corporate Dossier, 5th June, 2009[Available at: http://economictimes.indiatimes.com/Features/Corporate-Dossier/How-Nokia-became-Indias-largest-MNC/articleshow/4619036.cms][Accessed on: 04th October, 2010]

5) Mookerji,N.,2010, Desi mobile brands clamber up fast[Online]DNA, New Delhi, Wednesday, Jun 23, 2010, 2:00 IST [Available at: http://www.dnaindia.com/money/report_desi-mobile-brands-clamber-up-fast_1399981][Accessed on: 10th October, 2010]

6) Nokia Naming Conventions,2nd March, 2010-10[Available at: http://conversations.nokia.com/2010/03/02/nokia-naming-conventions/][Accessed on: 04th October, 2010]

7) Varaprasadreddy, J. & Ramesh, A., 2006, Role of Advertising in Creating Brand Personality[online][Available at: http://www.indianmba.com/Faculty_Column/FC306/fc306.html][Accessed on: 07th October, 2010]

8) http://investors.nokia.com/phoenix.zhtml?c=107224&p=irol- productPortfolio

9) http://nokiaexperts.com/nokia-smartphone-classes-nseries- eseries-xseries-cseries/

10) https://spreadsheets.google.com/viewform? formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ

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