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8/12/2019 Nokia Cust Rela Mgmt
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Nokia Mobiles 20132014
Dept. of Commerce & Management ~ 1 ~
Introduction
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INTRODUCTION
Customer Relationship Management entails all aspects of interaction a company has
with its customer, whether it is sales or service related; it starts with the foundation of
relationship marketing. CRM is a systematic approach towards using information andongoing dialogue to built long losing mutually beneficial customer relationship. The use of
CRM technology forms the crucial front-end of any e-business strategy, essentially CRM has
emerged as convivial weapon in the hands of the industry laggards as well as leaders to
cascade the business suites; the only touch point which is formulating this base is the
awareness amongst the corporatists to suffice the customers already available to the
companies to large extent.
In todays first-paced competitive business environment its more important than ever
to create and maintain long-losing business relationships.
Today, Customer Relationship Management (CRM) manages business process
spanning sales, support, and marketing creating effective customer interactions. Given the
purpose of CRM, the functionality is straightforward, and the benefits of successful
deployments clearly generate value and profitability for any company. Grate CRM solutions
need to encourage users to interact with the application as well as be in-tune with the business
and IT cost-saving needs.
For the modern-day CRM to be world class it needs to be revolutionary in market
incursion and evolutionary in technological up gradation.
Today the major business focus is towards endowing value addition to the sales cycle, and
customer retention rather than constructing a new customer base which is costlier and also an
uncertain chase from business perspective. The basic philosophy behind CRM is that a
companys relationship with the customer would be the biggest asset in the long-run.
It is now vital for CRM vendors to develop a sound understanding of their target
organizations customer and deliver them with solutions which help in achieving long-term
business relations with their customers. Vendors must also build long-term customer
relationship management strategies with the end-user organizations to assure a series of
deployments, and hence ensuring a regular revenue stream for themselves as well as their
customers.
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CHAPTER 1Company Profile
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COMPANY PROFILE
Nokia Corporation is a Finnish multinational communications corporation that is
headquartered in Keilaniemi,Espoo, a city neighboring Finland's capital Helsinki.Nokia is
engaged in the manufacturing of mobile devices and in converging Internet and
communications industries, with over 123,000 employees in 120 countries, sales in more than
150 countries and global annual revenue of EUR 41 billion and operating profit of 1.2
billion as of 2009. It is the world's largest manufacturer of mobile telephones: its global
devicemarket share was 30% in the third quarter 2010, down from an estimated 34% in the
third quarter 2009 and an estimated 33% in the second quarter 2010. Nokia's estimated share
of theconverged mobile device market was 38% in the third quarter, compared with 41% in
the second quarter 2010. Nokia produces mobile devices for every majormarket segment andprotocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services
such asapplications,games,music,maps,media andmessaging through itsOviplatform.
Nokia has sites for research and development, manufacture and sales in many
countries throughout the world. As of December 2009, Nokia had Research and Development
(R&D) presence in 16 countries and employed 37,020 people in research and development,
representing approximately 30% of the group's totalworkforce.The Nokia Research Center,
founded in 1986, is Nokia's industrial research unit consisting of about 500 researchers,
engineers and scientists. It has sites in seven countries: Finland, China, India, Kenya,
Switzerland, the United Kingdom and the United States. Besides its research centers, in 2001
Nokia founded (and owns)INdTNokia Institute of Technology, a R&D institute located in
Brazil. Nokia operates a total of 15 manufacturing facilities[10] located at Espoo,Oulu and
Salo, Finland; Manaus, Brazil; Beijing, Dongguan and Suzhou, China; Farnborough,
England;Komrom,Hungary;Chennai,India;Reynosa,Mexico;Jucu,Romania andMasan,
South Korea. Nokia's industrial design department is headquartered in Soho in London,
England with significant satellite offices in Helsinki, Finland andCalabasas, California in the
USA.
Nokia is apublic limited liability company listed on theHelsinki,Frankfurt,andNew
York stock exchanges. Nokia plays a very large role in theeconomy of Finland;it is by far
the largestFinnish company,accounting for about a third of themarket capitalization of the
Helsinki Stock Exchange (OMX Helsinki) as of 2007, a unique situation for an industrialized
country.It is an important employer in Finland and several small companies have grown into
large ones as its partners and subcontractors.Nokia increased Finland'sGDPby more than
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1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for
almost a quarter of Finland's exports in 2003.
In recent years, Finns have consistently ranked Nokia as one of the best Finnish
brands. In 2008, it was the 27th most respected brand among Finns, down from sixth place in
2007. The Nokia brand, valued at $29.5 billion, is listed as the eight most valuable global
brand in the Interbrand/BusinessWeek Best Global Brands list of 2010 (first non-US
company). It is the number one brand in Asia (as of 2007) and Europe (as of 2009), the 41st
most admirable company worldwide in Fortune's World's Most Admired Companies list of
2010 (third in Network and Other Communications Equipment, seventh non-US company),
and the world's 120th largest company as measured byrevenue inFortune Global 500 list of
2010. As of 2010,AMR Research ranks Nokia's globalsupply chain number nineteen in the
world. In July 2010, Nokia announced that their profits had dropped 40%. In the global
smartphone rivalry, Nokia dominates the worldwide mobile markets, but remains fragile in
the United States.
History of Nokia:
Nokia's history starts in 1865 when mining engineer Fredrik Idestam established a
groundwood pulp mill on the banks of the Tammerkoski rapids in the town of Tampere, in
southwestern Finland, and startedmanufacturing paper.In 1868, Idestam built a second mill
near the town ofNokia,fifteen kilometers (nine miles) west of Tampere by the Nokianvirta
river, which had better resources forhydropowerproduction. In 1871, Idestam, with the help
of his close friend statesman Leo Mechelin, renamed and transformed his firm into a share
company, thereby founding the Nokia Company, the name it is still known by today.
Toward the end of the 19th century, Mechelin's wishes to expand into theelectricitybusiness
were at first thwarted by Idestam's opposition. However, Idestam's retirement from the management
of the company in 1896 allowed Mechelin to become the company's chairman (from 1898 until 1914)
and sell most shareholders on his plans, thus realizing his vision. In 1902, Nokia added electricity
generation to its business activities
The three companies, which had been jointly owned since 1922, were merged to form
a new industrial conglomerate, Nokia Corporation in 1967 and paved the way for Nokia's
future as a global corporation. The new company was involved in manyindustries,producing
at one time or another paper products, car and bicycle tires, footwear (including rubber
boots), communications cables, televisions and other consumer electronics, personal
computers, electricity generation machinery, robotics, capacitors, military communications
and equipment (such as the SANLA M/90 device and the M61 gas mask for the Finnish
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Army), plastics, aluminium and chemicals. Each business unit had its own director who
reported to the first Nokia Corporation President,Bjrn Westerlund.As the president of the
Finnish Cable Works, he had been responsible for setting up the companys first electronics
department in 1960, sowing the seeds of Nokias future in telecommunications.
Eventually, the company decided to leave consumer electronics behind in the 1990s
and focused solely on the fastest growing segments in telecommunications. Nokian Tyres,
manufacturer of tyres split from Nokia Corporation to form its own company in 1988 and two
years laterNokian Footwear,manufacturer of rubber boots, was founded. During the rest of
the 1990s, Nokia divested itself of all of its non-telecommunications businesses.
The seeds of the current incarnation of Nokia were planted with the founding of the
electronics section of the cable division in 1960 and the production of its first electronic
device in 1962: a pulse analyzer designed for use innuclear powerplants. In the 1967 fusion,
that section was separated into its own division, and began manufacturing
telecommunications equipment. A key CEO and subsequent Chairman of the Board was
vuorineuvosBjrn "Nalle" Westerlund (19122009), who founded the electronics department
and let it run a loss for 15 years.
In the 1970s and 1980s, Nokia developed the Sanomalaitejrjestelm ("Message
device system"), a digital, portable and encrypted text-based communications device for the
Finnish Defence Forces. In the 1980s, during the era of its CEO Kari Kairamo, Nokia
expanded into new fields, mostly by acquisitions. In the late 1980s and early 1990s, the
corporation ran into serious financial problems, a major reason being its heavy losses by the
television manufacturing division and businesses that were just too diverse. These problems,
and a suspected total burnout,probably contributed to Kairamo taking his own life in 1988.
After Kairamo's death,Simo Vuorilehtobecame Nokia's Chairman and CEO. In 19901993,
Finland underwentsevere economic depression,which also struck Nokia. Under Vuorilehto's
management, Nokia was severely overhauled. The company responded by streamlining its
telecommunications divisions, and by divesting itself of the television and PC divisions.
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Nokia India:
Nokia has played a pioneering role in the growth of cellular technology in India,
starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a
Nokia-deployed network.Nokia started its India operations in 1995, and presently operates out of offices in
New Delhi, Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Pune and Ahmedabad.
The Indian operations comprise of the handsets business; R&D facilities in Bangalore and
Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore.
Over the years, the company has grown manifold with its manpower strength
increasing from 450 people in the year 2004 to over 15000 employees in March 2008
(including Nokia Siemens Networks). Today, India holds the distinction of being the second
largest market for the company globally.
Devices business
Nokia has established itself as the market and brand leader in the mobile devices
market in India. The company has built a diverse product portfolio to meet the needs of
different consumer segments and therefore offers devices across five categories ie. Entry,
Live, Connect, Explore and Achieve. These include products that cater to first time
subscribers to advanced business devices and high performance multimedia devices for
imaging, music and gaming.
Nokia has been working closely with operators in India to increase the geographical
coverage and lower the total cost of ownership for consumers. Today, Nokia has one of the
largest distribution network with presence across 1,30,000 outlets. In addition, the company
also has Nokia Priority Dealers across the country and Nokia Concept stores in Bangalore,
Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide
customers a complete mobile experience.
Services business
With the global launch of Ovi, the company's Internet services brand name, Nokia is
renewing itself to be at the forefront of the convergence of internet and mobility. From being
a product centric company, Nokia is now focusing to become solutions centric. The strategic
shift is built on Nokias bid to retain consumers and empower Nokia device owners to realise
the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia
Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.
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Infrastructure business
Nokia Siemens Networks is a leading global enabler of communications services. The
company provides a complete, well-balanced product portfolio of mobile and fixed network
infrastructure solutions and addresses the growing demand for services with 20,000 service
professionals worldwide. Its operations in India include Sales & Marketing, Research &
Development, Manufacturing and Global Networks Solutions Centre. Headquartered in
Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across
the country.
Manufacturing in India
Nokia has set up its mobile device manufacturing facility in Chennai, India to meet
the burgeoning demand for mobile devices in the country. The manufacturing facility is
operational with an investment of USD 210 million and currently employs 8000 people.
Nokia has recently announced fresh investments to the tune of US $ 75 million towards its
manufacturing plant in Sriperumbudur, Chennai for the year 2008.Mission and Vision:
The road ahead
Until now, development in our industry has mainly been a matter of delivering
connections more, faster, cheaper, and more efficient. This is still important. The
connectivity explosion continues, and by 2015 we know that 5 billion people and further
billions of devices will be connected. So, we must continue applying our expertise in order to
deliver on the reality of hundred-fold increases in traffic.
Our mission
By improving efficiency and experience we have built value by addressing
efficiency, and we continue to do that. But we also need to address the customers need for a
better experience, because its experience that builds relationships, and relationships that
build value.
Our vision
We believe that CSPs can ultimately enable and deliver a segment of one where
they can define and enhance the service experience for each and every individual. Customers
whose communications experience fit and works for them dont change operators. And
operators who can devote themselves to enriching the customers experience build stronger,
more lasting and profitable customer relationships.
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The individual communications experience is the greatest value a communications
service provider can deliver to their customer, and so its the greatest value we can support
communications service providers in delivering.
Logos
Past
okia Companylogo. Founded inTampere in 1865,incorporated in
okia in 1871.
The brand logo ofFinnish RubberWorks,founded inHelsinki in 1898.Logo from 19651966.
The NokiaCorporation"arrows" logo,used before the"Connecting
People"logo.
okia introduced its"Connecting People"
advertising slogan,coined by OveStrandberg and usedsince 1992.
Present
okia's current logo usedsince 2006, with theredesigned "Connecting
People"slogan.
okia Siemensetworks logo.
Founded in 2007.
Navteq logo. Founded in1985, acquired by Nokiain 2007.
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CHAPTER 2PRODUCT PROFILE
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PRODUCT PROFILE
NOKIA
Nokia is well thought-out as the product name in mobiles phones. They are helping the
people with UN-matchable services in cellphones and mobile phones sector from last many
days . Now a days, we can say that nokia is in the point that it can be called as bench mark for
all other mobile phone company. Nokia has brought great improvement in cellphones and
mobile phones. They expand a proper platform for mobiles like different version of OS.
mostly nokia itself is a strong platform for the improvement of mobile phones and working
systems related to wireless and mobile phone phones and it is right to said that nokia bring
out new prospect in mobile phone ring.
Nokia Asha series phones:
Now Finnish firm has also brought out their latest and popular range of smart devices with
adorable and highly functionalNokia Asha series phones.These phones are so designed that
they cater to the needs of the wider audience with their unique feel and overall aspects. The
best feature is the competent price factor that enables buyers of all classes to lay their hands
over the device which is not only technology capable but great in design too. And if you are
media savy the presence wide application related to multimedia saves your day.
Nokia Asha Series Phones Deals
All the competent and much desired Nokia Asha phones are easily and widely available in
the Indian market through lucrative and affordable mobile phone deals. The top deals are
SIM free, Pay as you go and Contract mobile deals. It is Nokia Asha contract dealswhich is
very much desired by the potential buyers all over the country. These deals are bestowed by
the stellar mobile operators which are Vodafone, Three,T-mobile and O2. Once in deal,buyers can take home not only the handset but also attractive free gifts and incentives as well.
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They are free laptop, LCD TV DVD player and many more that are provided along with the
handset. Save money with cost saving incentives as well such as free text messages, free talk
time, reduced call rates, limited web browsing and instant cash back to name a few. The
duration of the contract varies from 12,18 and 24 months. Once contract is signed it cannot be
broken until contract period is over.
Users can get all the lucrative deals online as well. There are several online mobile portals
who are offering deals with best of offers and bargains along with handset of your choice. So,
waste no time and select the Asha phone that allures you the most online!
Nokia Lumia series
The first phones in theNokia Lumia series, theLumia 800 and theLumia 710, were
introduced to the market in November, 2011. With this series Nokia moved away from the
Symbian OS to the Windows Phone OS, eventually making, in popular opinion, a reasonably
successful foray into the world of smartphones. Today, the series has 10 phones, with the
11th- the Lumia 925, slated to release soon.
Letstake a look at three of the most popular phones in the series- the Lumia 520, the Lumia
720, and the Lumia 920.
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TheLumia 920 delivers on Nokias strengths- an excellent camera, display and build. The
4.5-inch IPS display delivers clear images in rich detail, with a display that is as clear
outdoors, as it is indoors. The 8.7-megapixel camera, with a f/2.0 Carl Zeiss lens, image
stabilization , good performance in low light conditions, and editing options that allow you to
remove unwanted elements from images (smart shoot) and animate parts of your picture
(cinemagraph)- which are both fun features to have, are the phones merits. The device
features a 1.5GHz dual-core processor and a 1GB RAM, a 2000 mAh battery, and a wireless
charging pad (sold separately) for those who prefer it to a regular charger. Again, the
limitation is the app-store, but this is likely to limit only users looking for something beyond
the most popular apps (save a few popular exceptions).
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Modern series (C/E/N/X)
1. Nokia CseriesThe Nokia Cseries is an affordable series
optimized for social networking and sharing.
C1-00 and C2-00 are Dual-SIM phones, but for
the Nokia C1-00, both SIM cards cannot be
utilized at the same time.
2. Nokia EseriesThe Nokia Eseriesconsists of business-
oriented smartphones, with emphasis on
enhanced connectivity and support for corporate
e-mail push services. All devices have advanced
office features. Phones equipped withWireless
LAN also provide aVoIP client (SIPProtocol).
3. Nokia NseriesThe Nokia Nseries is Nokia's most advanced smartphone series. It is for people who wish to
have advanced multimedia and connectivity features and as many other features as possibleinto one device.
4. Nokia Xseries
The Nokia Xis a mid-tier smartphone developed byNokia, unveiled as part of the
newNokia X family on February 24, 2014. The Nokia X runs a modified (forked) version
ofAndroid, containingapps and services from Nokia andMicrosoft,instead ofGoogle.The
forked OS mimics Microsoft'sMetro UI as featured onWindows Phone, and inherits some
features of theAsha platform,such as Fastlane. The device shipped on the same day as the
unveiling, with Nokia targeting the product for emerging markets.
http://en.wikipedia.org/wiki/List_of_Nokia_products#Modern_series_.28C.2FE.2FN.2FX.29http://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Cserieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Eserieshttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/VoIPhttp://en.wikipedia.org/wiki/Session_Initiation_Protocolhttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Nserieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Xserieshttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Nokia_X_familyhttp://en.wikipedia.org/wiki/Software_forkhttp://en.wikipedia.org/wiki/Android_OShttp://en.wikipedia.org/wiki/Appshttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Metro_UIhttp://en.wikipedia.org/wiki/Windows_Phonehttp://en.wikipedia.org/wiki/Asha_platformhttp://en.wikipedia.org/wiki/Asha_platformhttp://en.wikipedia.org/wiki/Windows_Phonehttp://en.wikipedia.org/wiki/Metro_UIhttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Appshttp://en.wikipedia.org/wiki/Android_OShttp://en.wikipedia.org/wiki/Software_forkhttp://en.wikipedia.org/wiki/Nokia_X_familyhttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Xserieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Nserieshttp://en.wikipedia.org/wiki/Session_Initiation_Protocolhttp://en.wikipedia.org/wiki/VoIPhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Eserieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Nokia_Cserieshttp://en.wikipedia.org/wiki/List_of_Nokia_products#Modern_series_.28C.2FE.2FN.2FX.298/12/2019 Nokia Cust Rela Mgmt
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Online services Ovi (Nokia) N-Gage (service)
Software solutions
Nokia PC Suite Nokia Ovi Suite Nokia Photos Nokia Lifeblog Intellisync Mobile Suite Nokia Business Center
Nokia Sensor Gammu andWammu for both Linux and MS
Windows Nokia Maps Nokia Sports Tracker Nokia Software Updater Qt (framework)
Accessories
Nokia produces accessories to their products too many to list here. Such accessories include:
Carrying and styling:carrying cases, phone jewellery, shells Car solutions: car kits, car phones, portable solutions, mobile holders, car
accessories, car navigation
Headsets:audio adapters, bluetooth headsets, wired headsets, loopsets Memory cards and cables Music related products:audio adapters, music packs, music streaming, speakers Navigation:GPS modules, navigation kits, car navigation Home and office: desk stands, imaging, wireless digital pens, wireless keyboards,
mobile TV receivers
Power:batteries, chargers, charger adaptersInternet Stick:Nokia HSPA-modemCS-15 operates in3G network, with maximum
download speeds of 14.4Mbps and upload speeds of 2.1Mbps.
http://en.wikipedia.org/wiki/Ovi_(Nokia)http://en.wikipedia.org/wiki/N-Gage_(service)http://en.wikipedia.org/wiki/Nokia_PC_Suitehttp://en.wikipedia.org/wiki/Nokia_Ovi_Suitehttp://en.wikipedia.org/wiki/Nokia_Lifebloghttp://en.wikipedia.org/wiki/Nokia_Business_Centerhttp://en.wikipedia.org/wiki/Nokia_Sensorhttp://en.wikipedia.org/wiki/Gammu_(software)http://en.wikipedia.org/wiki/Wammuhttp://en.wikipedia.org/wiki/Nokia_Mapshttp://en.wikipedia.org/wiki/Nokia_Sports_Trackerhttp://en.wikipedia.org/wiki/Nokia_Software_Updaterhttp://en.wikipedia.org/wiki/Qt_(framework)http://en.wikipedia.org/w/index.php?title=Nokia_CS-15&action=edit&redlink=1http://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/w/index.php?title=Nokia_CS-15&action=edit&redlink=1http://en.wikipedia.org/wiki/Qt_(framework)http://en.wikipedia.org/wiki/Nokia_Software_Updaterhttp://en.wikipedia.org/wiki/Nokia_Sports_Trackerhttp://en.wikipedia.org/wiki/Nokia_Mapshttp://en.wikipedia.org/wiki/Wammuhttp://en.wikipedia.org/wiki/Gammu_(software)http://en.wikipedia.org/wiki/Nokia_Sensorhttp://en.wikipedia.org/wiki/Nokia_Business_Centerhttp://en.wikipedia.org/wiki/Nokia_Lifebloghttp://en.wikipedia.org/wiki/Nokia_Ovi_Suitehttp://en.wikipedia.org/wiki/Nokia_PC_Suitehttp://en.wikipedia.org/wiki/N-Gage_(service)http://en.wikipedia.org/wiki/Ovi_(Nokia)8/12/2019 Nokia Cust Rela Mgmt
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CHAPTER 3Literature Review
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CUSTOMER RELATIONSHIP MANAGEMENT
CRM stands for Customer Relationship Management. It is a strategy used to learn
more about customers' needs and behaviors in order to develop stronger relationships with
them. After all, good customer relationships are at the heart of business success. There are
many technological components to CRM, but thinking about CRM in primarily technological
terms is a mistake. The more useful way to think about CRM is as a process that will help
bring together lots of pieces of information about customers, sales, marketing effectiveness,
responsiveness and market trends.
The better a business can manage the relationships it has with its customers the more
successful it will become. Therefore IT systems that help support dealing with customers on a
day-to-day basis are growing in popularity.Customer relationship management (CRM) is not just the application of technology,
but is a strategy to learn more about customers' needs and behaviours in order to develop
stronger relationships with them. As such, it is more of a business philosophy than a technical
solution to assist in dealing with customers effectively and efficiently. Nevertheless,
successful CRM relies on the use of technology.
This guide will outline the business benefits and the potential drawbacks of
implementing CRM. It will also offer help on the types of solution you could choose and how
to implement them.
Why CRM?
According to Philip Kotler whether the buyer is satisfied is depend upon the offers
performance in relationship to the buyer expectations, and whether the buyer interprets any
deviations between the two. In general satisfaction is a persons feelings of pleasure or
disappointment that results from comparing a product perceived performance to their
expectations. If the persons fall short of expectations he will be disappointed. If the
performance matches the expectations then the customer can be satisfied. Customer
assessments of products performance depend on many factors especially the type of loyalty
relationship the customer has with the brand.
Many companies are systematically measuring how well they treat their customers
identifying the factors shaping satisfaction and making changes in the operations, within
organizations, customer satisfaction ratings can have powerful effects. They focus employees
on the importance of fulfilling customers expectations. Furthermore, when these ratings dip,
they warn of problems that can affect sales and profitability. These metrics quantify an
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important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than a budget motel
even though its facilities and service would be deemed superior in absolute terms.
In the commercial world the importance of retaining existing customers and
expanding business is paramount. The costs associated with finding new customers mean that
every existing customer could be important.
The more opportunities that a customer has to conduct business with your company
the better, and one way of achieving this is by opening up channels such as direct sales,
online sales, franchises, use of agents, etc. However, the more channels you have, the greater
the need to manage your interaction with your customer base.
Customer relationship management (CRM) helps businesses to gain an insight into
the behaviour of their customers and modify their business operations to ensure that
customers are served in the best possible way. In essence, CRM helps a business to recognise
the value of its customers and to capitalise on improved customer relations. The better you
understand your customers, the more responsive you can be to their needs.
CRM can be achieved by:
finding out about your customers' purchasing habits, opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the way you operate to improve customer service and marketingBenefiting from CRM is not just a question of buying the right software. You must also adapt
your business to the needs of your customers.
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How to implement CRM?
The implementation of a customer relationship management (CRM) strategy is best
treated as a six-stage process, moving from collecting information about your customers and
processing it to using that information to improve your marketing and the customerexperience.
Stage 1 - Collecting information
The priority should be to capture the information you need to identify your customers
and categorize their behavior. Those businesses with a website and online customer service
have an advantage as customers can enter and maintain their own details when they buy.
Stage 2 - Storing information
The most effective way to store and manage your customer information is in a
relational database - a centralized customer database that will allow you to run all your
systems from the same source, ensuring that everyone uses up-to-date information.
Stage 3 - Accessing information
With information collected and stored centrally, the next stage is to make this
information available to staff in the most useful format.
Stage 4 - Analyzing customer behavior
Using data mining tools in spreadsheet programs, which analyse data to identify
patterns or relationships, you can begin to profile customers and develop sales strategies.
Stage 5 - Marketing more effectively
Many businesses find that a small percentage of their customers generate a high
percentage of their profits. Using CRM to gain a better understanding of your customers'
needs, desires and self-perception, you can reward and target your most valuable customers.
Stage 6 - Enhancing the customer experience
Just as a small group of customers are the most profitable, a small number of
complaining customers often take up a disproportionate amount of staff time. If their
problems can be identified and resolved quickly, your staff will have more time for other
customers.
If you are collecting, using and processing personal information covered by the Data
Protection Act you must comply with the data protection principles. See our guide
onprivacy and data protection in direct marketing.
CRM is both a business and technology discipline that uses information systems to
coordinate all of the business processes surrounding the firm's interactions with its customers
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in sales, marketing, and service. Customer relationship managementsystems track all of the
ways in which a company interacts with its customers and analyze these interactions to
optimize revenue, profitability, customer satisfaction, and customer retention. The ideal CRM
system provides end-to-end customer care from receipt of an order through product delivery.
(Laudon 2005, p. 64.)
CRM can include Sales Force Automation (SFA,) Customer Service and Support
(CSS,) and Enterprise Marketing Automation (EMA.).
Benefits of CRM:
Improved customers loyalty Purchase amount increases over time Average of 8%/year in the insurance industry
Goals of CRM:
The idea of CRM is that it helps businesses use technology and human resources to
gain insight into the behavior of customers and the value of those customers. If it works as
hoped, a business can:
Provide better customer service Make call centers more efficient Cross sell products more effectively Help sales staff close deals faster Simplify marketing and sales processes Discover new customers Increase customer revenues
It doesn't happen by simply buying software and installing it. For CRM to be truly
effective an organization must first decide what kind of customer information it is looking for
and it must decide what it intends to do with that information. For example, many financial
institutions keep track of customers' life stages in order to market appropriate banking
products like mortgages or IRAs to them at the right time to fit their needs.
Next, the organization must look into all of the different ways information about
customers comes into a business, where and how this data is stored and how it is currently
used. One company, for instance, may interact with customers in a my raid of different ways
including mail campaigns, Web sites, brick-and-mortar stores, call centers, mobile sales force
staff and marketing and advertising efforts. Solid CRM systems
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Link up each of these points. This collected data flows between operational systems
(like sales and inventory systems) and analytical systems that can help sort through these
records for patterns. Company analysts can then comb through the data to obtain a holistic
view of each customer and pinpoint areas where better services are needed. For example, if
someone has a mortgage, a business loan, an IRA and a large commercial checking account
with one bank, it behooves the bank to treat this person well each time it has any contact with
him or her.
CRM benefits
1) Strategic benefits
Customer relationship management does not enable a quick win. It is a long-term
approach that has to be adopted at a strategic level. This is recognized in 90% of the
organizations surveyed and obviously has a high level of importance in a companys strategy
to increase revenue.
However, the understanding of the strategic benefits of relationship management still
has some way to go. To a greater degree they have understood the implications of customer
relationship management and have identified the risk to their business of not doing so,
namely loss of customers and competitive attack. They have yet to look at the bigger picture
and all of the associated benefits that would enable their business strategies to be successful.
In view of respondents customer relationship management enable a company to
reduce the cost of customer acquisition, Increase customer retention, Improve cross selling of
other products and services and give established players the ability to react like a new entrant
Respondents realize that the competencies required to deliver these benefits are to
deliver on its service promise, integrate products and service channels effectively, customize
products, services and prices, create opportunities for cross selling and delivery mechanisms
for the onward promotion of these products and services, reduce time to market by allowing
quick and effective introduction of new products and services.
2) Functional benefits of CRM
Strategy formulation in todays highly competitive environment is the most important
and difficult decision for any firm to make. In response to the question on who in
Organization will get maximum strategic benefits of CRM Initiatives, majority of managers
have indicated that they consider strategy decision makers. IT and Delivery sections would to
the after sales according to the managers follow immediate benefit.
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3) Expected benefits
World-wide experience has shown CRM implementation increases number of
customers, increases customer retention rate by retaining most profitable customers,
increases customer loyalty and helps in developing lifetime relationship with
customers. Over 70% of the firms are highly optimistic in getting benefited on these
parameters. Expectations are greater in increased customer retention and loyalty.
4) CRM capabilities
Integration of interactive technologies and customer centric business processes to
identify, learn and predict buyer behavior and to create one to one marketing strategies.
A business strategy to create intelligent opportunities to retain customers, up sell,
cross-sell and ultimately customize products and services.
A customer centric business intelligent system to create decision support systems for efficient
sales, marketing and service processes.
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CHAPTER 4Objectives
Research MethodologyLimitations
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RESEARCH METHODOLOGY
To manage the business well is to manage its future and to manage the future is
to manage information.
To collect the information, marketing research is to be done. Marketing research
has been defined as the systematic gathering, recording and analyzing of data about
problems relating to marketing of goods and services from producer to consumer.
-By American Marketing Association
Research Methodology refers to the various methods and techniques involved in
the process of research. The information required for the preparation of the report is
collected through two
Sources viz;
1. Primary Data
2. Secondary Data
1. PRIMARY DATA:
The data collected for a purpose for a particular problem in original is known as
Primary Data. It consists of all the answers in first hand.
Sources of primary data:
The sources are divided into basically two types internal and external. Internal source
analysis is referred to as sales analyses. The external sources include the sales man,
dealers and consumers. On the basis of requirement the information is collected from
anyone or all of the sources.
Methods of collecting Primary data:
The collection of information is referred to as primary method. There are various
methods in which primary data can be adopted and thus can be broadly classified as
survey methods and experimental methods.
Survey methods:
The survey is a complex operation, which requires some technical Knowledge.
Survey methods are of personal character and depending on the information required there
are six major types of surveys.
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Facts Survey - Collects only facts. Opinion SurveyOpinions in various problems are collected. Attitude SurveyDetermines the attitudes of the consumers. Future inventions SurveyUsed to find on discover future trends. The Reason why Survey Seeks to determine why a person has done something to do
something in future.
Ones survey may contain several types since it may give several and better
kinds of information. The various kinds of surveys are carried out through different
methods. Usually three general methods are used to conduct a survey.
2. SECONDARY DATA:
The data collected from the public sources i.e., not originally Collected for the first
time is called secondary data. Suppose we want to know the population of the city, we
need not go house to house to collect the same but can referred to the census report.
S A M P L I N G U N I T S
1) Sampling unit : Professionals, Common people and students are surveyed
2) Sampling Size : 100
3) Sampling procedure : Stratified random sampling is used.
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LIMITATIONS
The study is combined to only Kurnool city. So we cannot say the overallinformation
Time factor is the main limitation for the study. The methods used in this project are random sampling methods & results obtained
may not be fully accurate & believable.
The research has been centered to only 100 customers rather than millions.Customers around the world.
Some of the consumers are not interested to give the accurate information abouttheir nokia cell.
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CHAPTER 5
Data AnalysisInterpretation
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1. What is your profession?
Professionals Number of respondents Percentage
Employees 24 24%
Businessmen 40 40%
Students 20 20%
Other 16 16.%
Total 100 100%
Interpretation:From the above table it is concluded that 24% mobiles users are Employees, 40% of
the respondents are Businessmen, 20% of the respondents are students, and the rest 16% of
the respondents are in other professions.
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1. What is your profession?
0%
5%
10%
15%
20%
25%
30%
35%
40%
Employees Businessmen Students Other
24%
40%
20%
16.00%
Profession of Respondents
Percentage
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2. Your monthly income range under?
Income levels Number of respondents Percentage
6,000-10,000 11 11%10,001-15,000 21 21%
15,001-20,000 26 26%
Above 20,000 42 42%
Total 100 100%
Interpretation:
According to the above table, it indicates that 42% of respondents income is 20000 above,
26% of respondents income is 15000 above, 21% of respondents income is above 10000.11%
of respondents income is above 6000.It means most of the respondents income level is above
20000 compare to other respondents.
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2. Your monthly income range under?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6,000-10,000 10,001-15,000 15,001-20,000 Above 20,000
11%
21%
26%
42%
Income Level of Respondents
Percentage
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3. Which Brand of Mobile phone do you use?
Brand Number of respondents Percentage
Nokia 50 50%
Samsung 19 19%
LG 11 11%
Other 20 20%
Total 100 100%
Interpretation:
According to the above table, it indicates that 50% of respondents are using Nokia cell.
19% of Samsung & 11% of LG and 20% of the respondents use other companies mobiles like
Gionee, Micromax, Karbon, HTC, etc.
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3. Which Brand of Mobile phone do you use?
50%
19%
11%
20%
Mobile Brands used by respondents
Nokia Samsung LG Other
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4. Which type of Nokia Mobile do you have?
Type of cell phone Number of respondents Percentage
Nokia Digits Series18 18%
Nokia Lettered Series 32 32%
Nokia Asha Series 40 40%
Nokia Lumia Series 10 10%
Total 100 100%
Interpretation:
From the above table it is concluded that most of the respondents now-a-days usingAsha Series of Nokia, 32% of the respondents are using Nokia Lettered series like, C series,
X Series, N Series, E Series etc. 18% of the respondents are using digits series of Nokia like
1100, 6200 etc. where 10% of the respondents are using Lumia Series of Nokia that is
Windows mobiles.
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4. Which type of Nokia Mobile do you have?
0%
5%
10%
15%
20%
25%
30%
35%
40%
Nokia Digits
Series
Nokia Lettered
Series
Nokia Asha
Series
Nokia Lumia
Series
18%
32%
40%
10%
Series of Nokia Mobiles been used by
Respondents
Percentage
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5. Why do you prefer Nokia?
48%
12%
24%
16%
Factors for prefering Nokia Mobiles
Quality & Features Comfortable Access Price Prestige
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6. To what extent you are satisfied with Nokia cell?
Factors Number of respondents Percentage
Highly satisfied 23 23%Moderately satisfied 12 12%
Satisfied 66 66%
Not satisfied - -
Total 100 100%
Interpretation:
According to the survey, the table indicates that 23% of respondents are highly
satisfied with Nokia cell, 12% are moderately satisfied, and 66% of respondents are satisfied
with Nokia.
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6. To what extent you are satisfied with Nokia cell?
0%
10%
20%
30%
40%
50%
60%
70%
Highly satisfiedModerately
satisfied Satisfied
Not satisfied
23%
12%
66%
0
Satisfaction Level on Nokia Mobiles
Percentage
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7. Who influenced you to purchase Nokia cell?
Factors Number of respondents Percentage
Friends41 41%
Relatives 14 14%
Advertisements 38 38%
Others 7 7%
Total 100 100%
Interpretation:The above table shows the influencing factors which forced the respondents to buy
Nokia cell phone are 41% through friends, 14% through relatives, 38% are through the
influence of advertisements, and 7% through other factors.
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7. Who influenced you to purchase Nokia cell?
0% 10% 20% 30% 40% 50%
Friends
Relatives
Advertisements
Others
41%
14%
38%
7%
Awareness Factors
Percentage
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8. What is your opinion about prices?
Opinion on Price Number of respondents Percentage
Very high 8 8%
High 22 22%
Medium 66 66%
Low 4 4%
Total 100 100%
Interpretation:
According to the table the opinion of the respondents about the prices of Nokia are
8% of respondents said the price is very high, 22% said high, 66% said the prices are
medium, and 4% of respondents replied the price of Nokia cell phones are low.
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8. What is your opinion about prices?
8
22
66
4
70
Opinion on Price of Nokia Mobiles
Very high High Medium Low
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9. Are you loyal to Nokia?
Loyal customers Number of respondents Percentage
Yes 80 80%
No 20 20%
Total 100 100%
Interpretation:
The above table states the brand loyalty of Nokia. More number of respondents are
loyal to the brand i.e., 80%, and 20% are not loyal due to some reasons.
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9. Are you loyal to Nokia?
80%
20%
Loyalty Towards Nokia mobiles
Yes No
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10. How is the performance of your Nokia Mobile?
Factors Number of respondents Percentage
Highly satisfied 18 18%Moderately satisfied 12 12%
Satisfied 65 65%
Not satisfied 5 5%
Total 100 100%
Interpretation:
From the above table it is concluded that 65% of the respondents are satisfied withperformance of Nokia Mobiles, where 18% are highly satisfied and 12% are moderately
satisfied and the rest 5% are not satisfied with the performance of Nokia Mobiles.
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10. How is the performance of your Nokia Mobile?
18
12
65
5
70
Opinion on Performance of Nokia Mobiles
Highly satisfied
Moderately satisfied
Satisfied
Not satisfied
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11. Do you think the Nokia Mobile service supervisor understand your problem fully?
Options No of respondents Percentages
Yes 79 79%
No 21 21%
Total 100 100%
Interpretation:
The above table indicates the respondents opinion towards service supervisors
interpretation towards the problem explained by customers and respondents say 79% agree
and said yes that he understands, where 21% said no, that the supervisor would not
understand the problem fully.
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11. Do you think the Nokia Mobile service supervisor understand your problem fully?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
79%
21%
Interpretation of Problems by Service
Supervisor
Percentages
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12. If it is the minor work is the Service provider provide the waiting hall for you?
Options No of respondents Percentages
Yes 64 64%
No 36 36%
Total 100 100%
Interpretation:
From the above table it is concluded that 64% of the respondents say service provider
provide waiting hall for Minor works, where 36% say he doesnt allow waiting hall.
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12. If it is the minor work is the Service provider provide the waiting hall for you?
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
64%
36%
Provision of Waiting hall
Percentages
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13. If you face any problem with in short period after completion of the service does
service provider provide free service again?
38%
62%
Free Service if Problem reemerge in short
period
Yes
No
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14. How can you rate the friendly nature of the service provider?
Friendly nature No of respondents Percentages
Excellent 25 25%
Good 67 67%
Poor 8 8%
Total 100 100%
Interpretation:
From the above table it is concluded that 67% rates nature of service provider is good,
25% say the nature of the service provider is Excellent, and the rest 8% say it is poor.
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15. What is your opinion on after sales service of Nokia Mobiles?
Opinion on After Sales
Service of Nokia
Number of respondents Percentage
Excellent 51 51%
Good 47 47%
Fair 2 2%
Poor - -
Total 100 100%
Interpretation:
According to the above table, 51% of respondents said that the after sales service of Nokia is
excellent, 47% said good, and 2% said fair
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15. What is your opinion on after sales service of Nokia Mobiles?
0%
10%
20%
30%
40%
50%
60%
Excellent Good Fair Poor
51%
47%
2%0
Opinion on After Sales Service of Nokia
Percentage
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16. Is the dealer providing the feedback forms to know about their opinion?
Options No of respondents Percentages
Yes 35 35%
No 65 65%
Total 100 100%
Interpretation:
From the above table it is concluded that 35% of the respondents said feedback forms
had been given to them to know their opinions, where 65% of the respondents say they were
not given any feedback forms to their opinions.
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17. What is your opinion about sales promotional activities of Nokia?
Factors Number of respondents Percentage
Very impressive 29 29%
Moderately impressive 22 22%
Impressive 49 49%
Not impressive - -
Total 100 100%
Interpretation:
According to the above table, 29% of respondents are very impressive with the sales
promotional activities of Nokia, 22% are moderately impressive, and 49% are impressive.
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29%
22%
49%
00%
10%
20%
30%
40%
50%
60%
Very impressive Moderately
impressive
Impressive Not impressive
Opinion on Sales Promotional Activities
Percentage
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18. What is your opinion on advertisements of Nokia?
Factors Number of respondents Percentage
Excellent 53 53%
Good 38 38%
Fair 9 9%
Poor - -
Total 100 100%
Interpretation:
The above table indicates that, 53% of respondents said that the advertisements
of Nokia are excellent, 38% said good, and 9% said fair.
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18. What is your opinion on advertisements of Nokia?
0%
10%
20%
30%
40%
50%
60%
Excellent Good Fair Poor
53%
38%
9%
0
Opinion on advertisements of Nokia
Percentage
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CHAPTER 6Findings
Suggestions
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FINDINGS
It is found that majority of consumers prefer nokia due to its quality. It is found that majority of consumers are satisfied with nokia. It is found that the influencing factor for consumers to purchase nokia is through
advertisements.
Majority of the respondents using Nokia Mobiles are businessmen and employees andmost of them are using Asha Series and Lettered series like C/E series mobiles
Most of the respondents are influenced to buy Nokia mobiles through advertisementsand friends though the company is in tough competition.
Majority of the respondents are loyal to Nokia Mobiles. Most of the respondents assume that the price is affordable but second majority
assumes that the price is high.
It is found that most of the respondents are satisfied with the service facility of NokiaMobiles and they say nature of the service provider of Nokia is fine.
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SUGGESTIONS
The company should try to reach youth, because most of the respondents are agedpersons and youth has been attracted by other major competitors of Nokia like
Samsung, HTC, iPhone etc.
The company should try to reduce cost and improve its OS in competition of itscompetitors.
Most of the respondents are loyal to Nokia due to quality its product, the companyshould try to give all the features which competitors are providing.
The company should try to search out feedback from customers to maintain itsrelation with the customers by providing feedback form to each and every individual
customer who visits to buy or to contract a service from Nokia.
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CHAPTER 7Questionnaire
Bibliography
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QUESTIONNAIRE
Dear sir/madam
As per the partial fulfillment of my course, I have to complete the project work. So
please co-operate in filling the questionnaire.
Name: male [ ] female [ ]
Contact no:
1. Profession? [ ]
A. Employee b. Businessmen c. Student d. Common Man
2. Income level? [ ]
A. 6000-10000 b. 10001-15000 c. 15001-20000 d. Above 20000
3. Which brand cell phone you have? [ ]
A. Nokia b. Samsung c. LG d. Others
4. Which type of nokia cell you have? [ ]
A. Nokia Digits Series (1100, 602, 6600) b. Nokia Lettered Series (C/E/N/S Series)
c. Nokia Asha Series d. Nokia Lumia Series
5. Why do you prefer nokia? [ ]
A. Quality & Features b. Comfortable access c. Price d. Prestige
6. To what extent you are satisfied with nokia cell? [ ]
A. Highly satisfied b. Moderately satisfied c. Satisfied d. Not satisfied
7. Who influenced you to purchase nokia cell? [ ]
A. Friends b. Relatives c. Advertisement d. Others
8. What is your opinion about prices? [ ]
A. Very high b. High c. Medium d. Low
9. Are you loyal to nokia? [ ]
A. Yes b. No
10. How is the performance of your Nokia Mobile? [ ]
a) Highly satisfied b) Moderately satisfied
c) Satisfied d) Not satisfied
11. Do you think the Nokia Mobile service supervisor understand your problem fully?
a) Yes b) No [ ]
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12. If it is the minor work is the Service provider provide the waiting hall for you?
a) Yes b) No [ ]
13. If you face any problem with in short period after completion of the service does
service provider provide free service again? [ ]
a) Yes b) No
14. How can you rate the friendly nature of the service provider? [ ]
a) Excellent b) Good c) Poor
15. What is your opinion on after sales service of Nokia Mobiles? [ ]
a) Excellent b) Good c) Fair d) Poor
16. Is the dealer providing the feedback forms to know about their opinion? [ ]
a) Yes b) No
17. What is your opinion on advertisements of nokia [ ]
A. Excellent b. Good c. Fair d. Poor
18. How do you feel after sales services of nokia [ ]
A. Excellent b. Good c. Fair d. Poor
Any opinion towards the product
Signature
Thank You for co-operation and valuable opinions
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BIBLIOGRAPHY
BOOKS:
Marketing Management : Philip Kotler Marketing Management: Ramaswamy Research Methodology : Dipak Kumar
WEBSITES:
www.wikipedia.org www.nokia.co.in www.cnet.co.in www.managementstudy.com