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

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2
 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!

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 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

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 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”

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 TABLE OF CONTENT

SR. NO CONTENTS PAGE NO.

01. CERTIFICATE

02. ACKNOWLEDGEMENT

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

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 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).

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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).

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 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.

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 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

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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.

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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.

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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

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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.

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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.

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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

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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).

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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

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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.

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 OBJECTIVE OF STUDY

Objectives

After reading this unit, you should be able to:

• Understand what is Digital Marketing of nokia

• 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

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 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
particular plays a huge part in any digital marketing strategy and is

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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

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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

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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

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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.

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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.

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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.

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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

28
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

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• 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.
• Free consultation in exchange for a phone number.

30
• 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

31
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.

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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.

33
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

34
 (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:

35
 • 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

36
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.

37
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.

38
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.

39
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.

40
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.

41
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.

42
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

43
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

44
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

45
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

46
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!

47
 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.

48
 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

49
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

50
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-
51
- 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 charts 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 anybody could know that what is being said.

52
 DATA INTERPRETATION

Markets

INTERPRETATION- IN THE WORLD ERUPE HAS THE MAXIMUM SHARE

AMONG THE OTHER MARKET’S OF THE WORLD.

INTERPRETATION - NOKIA HAS INCREASED ITS SHARE IN THE MARKET’S .

53
 LEADING SMARTPHONE BRAND’S

Nokia Tottering At the Top of Mobile Rankings; Apple Leading

Smartphone’s

PRESENT IMPRESSION IN THE INDIAN MARKET

INTERPRETATION
Impressions on the basis of handset manufacturer are also discussed. Again, Nokia leads
with a 59.1% share and more than 4 billion impressions per month. Samsung comes
second with 23.8% share followed by Sony Ericsson at 6.4%, LG at 3.7%, Micromax at
1.2% and others at 5.7%. The handset that registered the maximum number of
impressions was Nokia 3110c with a 5.4% share. Four out of top 5 handsets were from
Nokia.

54
55
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.

56
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.

57
Q3: 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.

58
Q4Do 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.

59
Q5: 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:

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.

60
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

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.

61
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%

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.

62
Q8. How many years have you been using Nokia Corporation?

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 year

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

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

65
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

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

66
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%

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.

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Q13. What is the selling scale System of Nokia Corporation Product?
Table No. 13
Particulars Percentage
Excellent 60%
Good 10%
Fair 10%

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.

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Q14. Which factor is most liked by you?
Table No. 14
Option Percentage
Pricing 15%
Advertisement 70%
Quality 10%

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.

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

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.

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Q16. Which of these marketing applications have you used in the
present?
Table No. 16
Particulars No. of Respondents Percentage

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.

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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

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.

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Q18. In what ways do you currently communicate with your Staff
members?
Table No. 18
Particulars No. of Respondents Percentage

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

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 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.

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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.

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 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.

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• 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.

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 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.

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BIBLIOGRAPHY

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

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

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

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

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

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

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internet.
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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/

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THANK YOU

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