Professional Documents
Culture Documents
This project Report could not have been completed without the
guidance of project guide Prof. Priydarshan patil and prof.
Nilesh Gokhale whose precious suggestions, constructive
guidance have been indispensable in the completion of this work.
MMM
1
LIST OF TABLE
2
LIST OF TABLE
41
Was the flange was clean?
TABLE NO.1. 3
42
Was the flange un-cracked/not broken?
TABLE NO. 1.4
44
Does the store have a Nokia GSB?
TABLE NO. 1.6
45
Is the Nokia GSB according to Nokia specifications?
TABLE NO. 1.7
46
Was the Nokia GSB clean?
TABLE NO. 1.8
47
Was the Nokia GSB un-cracked/not broken?
TABLE NO. 1.9
49
Are there any standee/s of the GTM model at the store?
TABLE NO. 1.11
50
Did the show window have any stickers stuck on it?
TABLE NO. 1.12
2
LIST OF FIGURE
3
LIST OF FIGURE
2
EXECUTIVE SUMMARY
The project entitled “RETAIL SHOP AUDIT FOR NOKIA IN AROUND PUNE
WHICH SPECIAL REFERENCE TO NBR’’.
The project was done at Market probe India p. Ltd. It was aimed to undergo the Retail shop
audit for NOKIA in around Pune.
The Project was carried out under the guidance of Mr.PRIYADARSHAN PATIL. In
this report I have analyzed various factor to determine the company overall image.
Market Probe believe in the importance of four basic guiding principles in terms of how
they view their selves and their clients relationships; Quality, Service, Teamwork and
Innovation. Today Market Probe’s customer-and employee –satisfaction expertise
reaches businesses around globe.
In this study the survey of various retail outlet are conducted for which the sample area
was randomly selected in Pune city.
While this objective in mind the survey was conducted in major areas of Pune city. The
sample size were 10 selected randomly.
Questionnaire was formed according to the objective of study which was the tool for data
collection. It consist closed ended questions and open ended question.
I have visited various retail stores in many areas of Pune city and took audit of NOKIA
stores.
3
CHAPTER - 1
INTRODUCTION
2
INTRODUCTION
Retail shop audits are mainly used in tracking studies, tracking studies monitor or
track a variable over a period of time. Many variable may be monitored in a tracking
study including market share, customer satisfaction levels, and measures of promotional
spending, prices, stock outs, and inventory levels etc.
In retail stores audits, auditors are sent to the stores to record merchandising information
needed for tracking studies. Stores audits are particularly useful for smaller stores that do
not have scanner equipment, such as convenience stores.
The whole study is based on the facts collected by carrying out extensive fieldwork in
and around Pune. The information is need to be collected to know whether the shop is
according to the plannogram or not.
The project help us to understand about NOKIA retail shop in and around Pune.
2
1.2 OBJECTIVE OF THE PROJECT
Primary Objective:
To study the market potential for NOKIA.
To find out how the stores follows the NOKIA specification.
To analyses the gap between the NOKIA employee and customer.
To find out how the NOKIA employee behave with the customer.
Secondary Objective:
To look at the requirement so that the company can take action
immediately.
To provide them some necessary suggestions.
To devlop the service into the market.
2
1.3 SCOPE OF THE PROJECT
Retail shop audit collects the valuable information about the retail shops, it helps to know
about the behavior of employees and set up of the stores. It allows the company to
quickly capture the information about store and take action on it.
There are many advantages the company gets from this project report. The finding helps
the company,
Preparing a project by its nature was a quite difficult task but challenge. I had to spend
sincerely efforts since starting relevant information, study about the research
methodology and retail store audit.
I have gained a lot of precious experience which I could not get directly from only
studying theories in books. This project helps me to develop myself many ways such as
thinking skills, communication skills, learn how to interact with people inside and outside
the company, being a decision maker, planner, etc. All knowledge derived from doing
this project can support my studying master degree in marketing management efficiency.
2
CHAPTER- 2
PROFILE OF THE
ORGANIZATION
2
2.1 COMPANY PROFILE
MARKET PROBE
It didn’t take long for us to see the benefits of globalization. Today, Market Probe’s
customer-and employee –satisfaction expertise reaches businesses around globe. In
addition to its corporate headquarters in Milwaukee, Wisconsin, they operate CATI call
centers in United States, Canada, Singapore and the United Kingdom; they have full
service research offices in the U.S., Canada, the Belgium, Bahrain, United Arab
Emirates, India, Singapore and China and they had formed several strategic partnerships
with field agencies around the world.
They believed in building a worldwide presence so that they can continue to successfully
serve their Multi- National clients in an ever-changing marketplace.
3
Market Probe believe in the importance of four basic guiding principles in terms of how
they view their selves and their clients relationships; Quality, Service, Teamwork and
Innovation. To them, these aren’t mere terms. They are concepts that have help guide us
to their position as one of the fastest growing research companies in the world.
Their senior researchers have authored three books on the topic of customer satisfaction
and loyalty and numerous award-winning papers.
2.2 MISSION
Market Probe is recognized as a leader in providing full-service strategic guidance and
business solutions to their global client-base. Their mission is to help their clients to
achieve their business goals and protect their long-term assets: their customers, their
employees and their brands. To accomplish this, we subscribe to a set of core values:
1
2. Presence of recent promotional activity/brands in the store
3. Nokia Salesman/woman’s performance
Nokia's history starts in 1865, when engineer Fredrik Idestam established a wood-pulp
mill in southern Finland and started manufacturing paper. Due to the European
industrialization and the growing consumption of paper and cardboard Nokia soon
became successful. In 1895 Fredrik Idestam handed over the reins of the company to his
son-in-law Gustaf Fogelholm.
1
Nokia's products were exported first to Russia and then to the UK and France. The Nokia
factory attracted a large workforce and a small community grew up around it. A
community called Nokia still exists on the riverbank of Emäkoski in southern Finland.
The hydroelectricity (from the river Emäkoski) which the wood-pulp mill used also
attracted the Finnish Rubber Works to establish a factory in Nokia. In the 1920s, the
Rubber Works started to use Nokia as their brand name. In addition to footwear
(galoshes) and tyres, the company later went on to manufacture rubber bands, industrial
parts and raincoats.
After World War II the Finnish Rubber Works bought the majority of the Finnish Cable
Works shares. The Finnish Cable Works was a company that had grown quickly due to
the increasing need for power transmission and telegraph and telephone networks.
Gradually the ownership of the Rubber Works and the Cable Works companies
consolidated. In 1967 the companies were merged to form the Nokia Group (link to
Nokia company logos).
The Finnish Cable Works had manufactured cables for telegraph and telephone networks
and in the 1960 they establishmed the Cable Works´Electronics department. At this time
the seeds of Nokia's global success in telecommunications were planted. In 1967, when
the Nokia Group was formed, Electronics generated three percent of the Group's net sales
and provided work for 460 people.
2
In the early 1970s, the majority of telephone exchanges were electro-mechanical analog
switches. Nokia began developing the digital switch (Nokia DX 200) which became a
success. Nokia DX 200, which was equipped with high-level computer language and
Intel microprocessors gradually evolved into the multifaceted platform that is still the
basis for Nokia's network infrastructure today.
At the same time, new legislation allowed the Finnish telecommunications authorities to
set up a mobile network for car phones that was connected to the public network.
The result was Nordic Mobile Telephony (NMT). Opening in 1981, NMT was the
world's first multinational cellular network. During the following decade, NMT was
introduced in many other countries and launched the rapid expansion of the mobile phone
industry.
At the end of the 1980s a common standard for digital mobile telephony was developed.
This standard is known as GSM (Global System for Mobile Communications). In 1991
Nokia made agreements to supply GSM networks to nine European countries and by
August 1997 Nokia had supplied GSM systems to 59 operators in 31 countries.
New Products
During the 1980s, Nokia's operations rapidly expanded to new business sectors and
products. The strategy was to expand rapidly on all fronts. In 1988, Nokia was a large
television manufacturer and the largest information technology company in the Nordic
Countries.
Focusing on Telecommunications
During the deep recession in Finland at the beginning of the 1990s, the
telecommunications and mobile phones divisions were the supporting pillars of the
Nokia. Despite the depth of the recession, Nokia came to its feet quickly as the company
started streamlining its businesses. In May 1992 Nokia made the strategic decision to
divest its non-core operations and focus on telecommunications. The company's 2100
series phone was an incredible success. In 1994, the goal was to sell 500,000 units. Nokia
sold 20 million.
3
It has been rumored that a group of businessmen tried to offer Nokia to the swedish
telecom company Ericsson during the recession (1990´s)!
Public – Oyj
Type (OMX: NOK1V, NYSE: NOK,
FWB: NOA3)
4
(President & CEO)
Richard A. Simonson (CFO)
Mary T. McDowell (CDO)
Telecommunications
Industry Internet
Computer software
Mobile phones
Smartphones
Products Mobile computers
Networks
(See products listing)
Operating
▼ €4.966 bn (2008)
income
Devices
Divisions Services
Markets
2
Symbian
Vertu
Qt Software
Website Nokia.com
The Nokia N97 is a touch screen combined phone and "mobile computer" in the Nseries
of smartphones by Nokia, with a fold-out QWERTY keyboard.
3
Announced on 2 December 2008, the N97 is Nokia's second touchscreen phone (after the
Nokia 5800 XpressMusic) that is based on the Nokia S60 platform. Informal tests have
shown that the battery can last nearly two days despite regular use of the phone's various
features.
The Nokia N97 was released in US flagship stores on 9 June 2009 and has a worldwide
release date of "June". It has already been released in some Asian countries such as Hong
Kong and Taiwan and in all parts of the Middle East. In September 2009 it was reported
that two million N97 handsets had been sold in three months following its release.
Specifications
Feature Specification
Platform/Operating
S60 5th Edition, Symbian OS v9.4
System
4
900/1900/2100 MHz (Worldwide) or 850/1900/2100 MHz
HSDPA frequencies
(Americas)
Wi-Fi Yes
MMS Yes
5
Memory card slot microSDHC, hotswap, 16 GB maximum
Bluetooth 2.0+EDR[10]
Infrared No
Browser HTML/XHTML over TCP/IP, WAP 2.0, RSS feeds, Flash Lite
Email Yes
6
HF speakerphone Yes
7
CHAPTER NO. 3
8
THEORETICAL BACKGROUND
THEORETICAL BACKGROUND
NOKIA
Distributors
Nokia
Distributor
Nokia
Distributor
Organized
Rest Of
9
(National) (Regional) (Micro/Others
Trade
Branded Solutions Promoter
Shop In Shop
3.2 OUTLET DEFINITION
1. NOKIA BRANDED RETAIL (NBR) - These are exclusive Nokia outlets. They
do not stock any other brand apart from Nokia. There are two kinds outlets which
can be termed as NBR.
2. NOKIA CONCEPT STORE – This is a flagship (company owned & operated)
store where customers can come, look & experience entire set of Nokia products
like handsets, accessories etc. There are few selected NCS in India. The NCS
follows a standard of ‘Global Look’ across India except Delhi store which has a
‘White Look’.
3. NOKIA PRIOROTY DEALER – These kind of stores are generally owned and
managed by franchisee partners. Such a store must always have a signboard which
clearly says that store is a ‘Priority Dealer’. The current standard has a mix of
10
‘Global’, ‘White’ & ‘Blue’ look. However, ‘Blue Look’ is being phased out. The
current board looks like the following.
11
1. NOKIA WHITE LOOK –
a. Semi Circular layout
b. All back walls, floor, ceiling will be white in color.
c. Key Retail Element – TPO (Hanging/Candle).
12
1. NOKIA SOLUTION PARTNER – These are multibrand outlets. However, a
NSP must have an ‘Experience TPO’. An Experience TPO is the area where
customers can check out live/demo phones. It should have….
a. Headset
b. Speaker
c. Laptop
1. SHOP IN SHOP (SIS) – These are Multibrand outlets having exclusive Nokia
counter. The counter is also called the ‘Back Wall Unit’ and does not have any
‘Experience Unit’.
2. REST OF PROMOTER (ROP) – These are Multibrand outlets which are not
NSP or SIS and have atleast one exclusive Nokia sales person. These sales
people are referred as ‘Promoters’. Also, there is no ‘Experience Unit’ in these
kind of stores.
3. ORGANIZED TRADE (OT) – These are uniformly branded Multibrand
outlets. The biggest OT in India is ‘The Mobile Store’. They may have
exclusive Nokia sales promoter, but they cannot be identified by look as they
wear the OT uniform.
13
2. FLANGE – These are wall mounted hanging display signage normally displayed
near the main signboard.
3. STANDEE – A standee is a large self-standing display promoting a brand. They
are typically made of cardboard, and have large self-standing posters.
4. SHOW WINDOW – Is a display window in a shop displaying items for sale.
Usually, the term points to the large windows in the front façade of the shop.
5. POSTER – A poster is any piece of printed paper designed to be attached to a
wall or vertical surface. Typically posters include both textual and graphic
elements.
6. DANGLER – These are small posters which are hanging loosely from the
ceiling/other high areas. This is usually done to let them swing freely.
7. GTM – GO-TO-MARKET is a focused strategy that involves what kind of
customers will be targeted for the particular product and what benefits the product
will offer them. GTM is a dynamic strategy where products keep changing.
8. DUMMY HANDSETS – These are handsets which are simply lookalike of the of
the original model, but there is no other functionality in those handsets.
9. POSM – POINT OF SALE MATERIAL is intended to draw the customers’
attention to products, which may be new products, or on special offer, and are also
used to promote special events. POSM displays can include dummy packs, display
packs, display stands, posters, and banner.
10. WALLBAY – A wall mounted/floor standing showcase or display unit kept in
front of the walls.
11. BROCHURE HOLDER – These are stands /holders where brochures are kept so
that customers/visitors can pick up the brochure for later reading purpose.
12. POSTER LIGHT BOX – This a light box where fluorescent tubes are used to
illuminate a poster inserted into the light box from either the side or rear, in a
similar manner to a photographer’s light box.
13. WALL MOUNTED INTERIOR SIGNAGE (WMIS) – These are life-size
posters which are pasted on a panel, mounted on the wall of store.
14. GLAZING HANGING – These are posters which are made of vinyl and are
supported by two rods/sticks at the ends. These are usually suspended from a
hanger/pin. The glazing hanging must have light in front for better illuminated
display.
15. GANDOLA – These are display tables in OT where live demo/dummy phones are
kept. In some of the OT the ends of gondola are also used as display units and are
called ‘End Caps’.
14
16. LIVE DEMO HANDSETS – These are live handsets which are used to give
demonstration of features to a customer. These are normally kept in the with the
store sales person or are mounted on the Experience Unit/Bay.
17. BACK WALL UNIT/FIXTURE – A wall mounted/floor standing showcase or
display unit at the back wall of the main counter.
18. FSDU – FLOOR STANDING DISPLAY UNIT is a small counter which can be
accessed from all the sides. In a store, normally demo items are displayed in these
units.
19. TPO – TOTAL PRODUCT OFFERING unit is either hanging from the ceiling
or is a floor round table seen in NBR (white look). It also has displays on both
sides which are called as ‘butterfly wings’.
20. RPP(RETAIL PROMOTION PLANNING/PLANOGRAM) – The monthly
booklet from Nokia which the layout requirement by each outlet type.
1. BASELINE – Baseline is an Announce audit i-e the auditor can do the audit and
fill up the audit sheet in the store itself.
2. Month-On-Month – Month-On-Month is a Mystery audit where auditor cannot
expose his identity and carries out the audit posing as a potential buyer.
15
Enter Store
Announce Auditor
Mystery Auditor
(atleast 5 minutes later)
the
ystery
store
Auditor
conduct
responsibility
the entire Baseline
at the store
audit
conduct
and fillthe
up entire
audit sM
16
CHAPTER -4
RESEARCH DESIGN
AND
METHODOLOGY
17
Secondary
Selection
Formationof
data
of
sample
objective
collection
size
Formation of objective
Secondary data collection
Questionnaire preparation
18
Primary
Datadata
Findings collection
Conclusion
Analysis
& Limitation
Findings
Data
Conclusion
&
Analysis
Limitation
Survey method has been used for the data collection with the help of questioner as
the research instrument. It was a field research method where company visit were made
to consult the concerned executives in management. The source for the information was
the administrative manager and IT managers.
1) Descriptive Research
19
Information needed is clearly defined. As a result, descriptive research is preplanned and
structured. It is typically based on a large representative sample; a formal research design
specific the methods for selecting the source of information and for data from those
sources.
2) Source of data:
Data is the unprocessed information, which the researcher collected through the survey. It
is logical factor, which gives the information about the problem of the subject in this
study. Data are of two types, the researcher had used the following method of data
collection.
3) Universe
4) Sampling Design
Sampling design for the study used is condensing sampling techniques because
the data collected according to the convincing of the researcher.
Primary Data:
Primary data is known as the data collected for the first time through
survey by the researcher. To satisfy the set of research objectives, the researcher formed
questioner formed questioner and collected the information from the dealers.
○ Survey method
○ Interview
20
○ Telephonic survey
Secondary Data:
Secondary data are that data that already been collected for the purpose other that the
problem at hand. The data can be located quickly an inexpensively. Such data’s are
collected with objectives of understanding the past status of required variables. In this
project, journals, web-sites, company records, relevant books (Market Potential,
Customer Satisfaction, Research Methodology, etc.)
Questionnaire consists of both open-end and close-end questions. It helps the researcher
to collect the information from the market and the customer.
21
The researcher visited the in to the market and the existing
customer in Pune region and gave the questionnaires to them directly. The researcher
could also observe dealers behaviors.
“Statistic provide more insight into data and more insight leads to
better decisions”
The statically tools were used for the data impetration and analyses
for this study are as follows:
Percentage analysis:
In this project percentage analysis is used through single tabulation for the
Purpose of analyzing the objective.
Graphical analysis:
Graphs and Diagrams have a great memorizing effect that once, they are
semed, they can be recollected and remembered any time. Comparison of data is
very say with Graphs and Diagrams. In this study using bearing and unavailable
tabulation research used charts like Pie and bar charts.
22
Incorrect addresses given in the data provided.
The respondents are 10 as per sampling which is not adequate to have an idea
about the entire lot.
Lower response rate of the respondents.
Unwillingness on the part of some managers to share vital information.
Time was the major constraint,as period of the project was 2 month.
For data collection from the retail stores is very difficult because that persons are
very much busy in their work so it difficult to take an appointment.
23
CHAPTER -5
ANALYSIS AND
INTERPRETATION OF DATA
24
Table no. 1.1 For which brands of mobile phone can you see a signage outside the store? -
(FROM OUTSIDE) THE STORE) [MULTIPLE ANSWERS, PLEASE CIRCLE ALL
APPLICABLE CODES]
Table: 1.1
Total 10 100%
Fig: 1.1
All the Stores have NOKIA signage, there were no any other brand signage outside the
Stores.
Table no. 1.2 Does the store front have a Nokia Flange?
Total 10 100%
Table: 1.2
25
Fig: 1.2
There were 60% Stores have NOKIA flange in front of the stores, and 40% stores does not
have NOKIA flange.
Total 6 100%
Table: 1.3
Fig: 1.3
Out of total 100% Flange there were 67% flange was clean and 33% flange was not
clean.
26
Table no. 1.4 Was the flange un-cracked/not broken?
Total 6 100%
Table: 1.4
Fig: 1.4
100% of the NOKIA flange was un-cracked and not broken, there were no any NOKIA
flange was cracked and broken.
Table no. 1.5 Does the flange backlight work? (Ask the store manager to switch it on
and show you)
27
The Nokia flange backlight is not working 0 0%
properly
Total 6 100%
Table: 1.5
Fig: 1.5
All the NOKIA flange backlight was working properly, and out of 100% no any NOKIA
flange backlight was not working properly.
Total 10 100%
Table: 1.6
Fig: 1.6
28
100% Stores have NOKIA GSB (GLO SIGN BOARD).
Total 10 100%
Table: 1.7
Fig: 1.7
All the NOKIA stores having NOKIA GSB according to the NOKIA specification.
29
Particular No. of GSB Percentage
Total 10 100%
Table: 1.8
Fig: 1.8
Out of 100% there were 60% NOKIA GSB was clean and rest 40% was not clean.
Total 10 100%
Table: 1.9
30
Fig: 1.9
Table no. 1.10 Does the GSB backlight work? (Ask the store manager to switch it on
and show you)
Total 10 100%
Table: 1.10
Fig: 1.10
31
Out of 100% there were 70% of NOKIA GSB backlights were working and rest in 30%
some were working and some were not working.
Table no. 1.11 Are there any standee/s of the GTM model at the store?
Total 10 100%
Table: 1.11
Fig: 1.11
Out of 100% there were 80% stores have NOKIA GTM model standee/s and rest 20% stores do
not have NOKIA GTM standee/s.
Table no. 1.12 Did the show window have any stickers stuck on it?
32
No, the show window did not have stickers stuck on it 3 30%
Total 10 100%
Table: 1.12
Fig: 1.12
Out of 100% there were 70% stores have stickers stuck on the show window and rest 30% stores
do not have stickers stuck on the show window.
Total 10 100%
Table: 1.13
Fig: 1.13
33
Table no. 1.14 Is the show window cracked?
Total 10 100%
Table: 1.14
Fig: 1.14
34
Table no. 1.15 Did the door have stickers stuck on it except push/ pull/ credit card/ we
recycle posters?
No, the door did not have any other stickers stuck on it 6 60%
Total 10 100%
Table: 1.15
Fig: 1.15
Out of 100% there ware 40% stores have stickers stuck on the door and 60% stores have stickers
stuck on the door.
Total 10 100
35
Table: 1.16
Fig: 1.16
Out of 100% there were 80% door was clean and 20% door was not clean.
Total 10 100%
Table: 1.17
Fig: 1.17
36
Table no. 1.18 Does the ceiling have peeling paint patches?
The ceiling does not have any peeling paint patches 8 80%
Total 10 100%
Table: 1.18
Fig: 1.18
Out of 100% there were 80% stores celling do not have any pelling paint patches and rest 20%
stores celling have pelling paint patches.
Table no. 1.19 Does the ceiling have mouldy patches/dirty patches?
37
Particular No. of Stores Percentage
The ceiling of the store does not have any mouldy / dirty patches 8 80%
Total 10 100%
Table: 1.19
Fig: 1.19
Out of 100% there were 80% stores ceiling do not have mouldy patches and rest 20% stores
ceiling have mouldy patches.
Table no. 1.20 Does the ceiling have cracks and breaks?
The ceiling of the store does not have any cracks and breaks 10 100%
Total 10 100%
Table: 1.20
38
Fig: 1.20
The celling of the stores does not have any crakes and breaks.
Table no. 1.21 Are there any visible walls in the store?
Total 10 100%
Table: 1.21
Fig: 1.21
Out of 100% stores there were 30% walles was visible and 70% was not visible.
39
Table no. 1.22 Is all the wiring in the store neat?
Yes, all the wiring is concealed and there are no loose wires 8 80%
All the wiring is concealed but there are some loose wires 2 20%
Total 10 100%
Table: 1.22
Fig: 1.22
Out of 100% there were 80% stores wiring is concealed and there are no loose wires and rest
20% stores wiring is concealed but there are some loose wires.
At least one piece of seating furniture was not looking clean 3 30%
40
None of the seating furniture was clean 5 50%
Total 10 100%
Table: 1.23
Fig: 1.23
Out of 100% there were 20% seating furniture was clean,30% at least one piece of furniture was
not clean and 50% none of the seating furniture was clean.
Total 10 100%
Table: 1.24
Fig: 1.24
Out of 100% stores 60% stores temperature was just good condition and 40% stores temperature
was not good.
41
Table no. 1.25 Does the store have an AC installed?
Total 10 100%
Table: 1.25
Fig: 1.25
42
The room was well lit 7 70%
Total 10 100%
Table: 1.26
Fig: 1.26
Out of 100% there were 70% stores was well lit and 30% stores was not well lit.
Yes 9 90%
No 1 10%
Total 10 100%
Table: 1.27
43
Fig: 1.27
Out of 100% there were 90% stores have LCD TV and rest 10% stores dose not have LCD TV.
Yes 9 90%
No 1 10%
Total 10 100%
Table: 1.28
Fig: 1.28
Out of 100% there were 90% stores have DVD PLAYER and rest 10% stores dose not have
DVD PLAYER.
44
Table no. 1.29 Are there any GTM dummy handsets in the store?
Total 10 100%
Table: 1.29
Fig: 1.29
Table no. 1.30 Are there any GTM live handsets in the store?
Total 10 100%
45
Table: 1.30
Fig: 1.30
Table no. 1.31 Was there any Non-Nokia branding visible inside the store (other than
BOSE, SEINHE ISER and KINGSTON?
No 6 60%
Yes 4 40%
Total 10 100%
Table: 1.31
Fig: 1.31
Out of 100% there were 60% stores does not have non-Nokia branding element inside the stores
and 40% stores have non-Nokia branding element inside the stores.
46
APPLICABLE FOR WHITE & GLOBAL LOOK
Table no. 2.1 Does the store have any wall bay units?
Total 9 100%
Table: 2.1
Fig: 2.1
All the stores have wall bay unit according to the Nokia specification.
Table no. 2.2 Does the store have any hanging or candle/floor standing TPO units (Total
Product offering)?
47
Total 4 100%
Table: 2.2
Fig: 2.2
Out of 100% there were 50% stores have TPO and 50% store does not have TPO.
Table no. 3.1 Does the store have any experience bay?
Total 5 100%
Table: 3.1
Fig: 3.1
Out of 100% there were 60% stores have experience bay and rest 40% Stores does not have
experience bay
48
Table no. 3.2 Does the store have any FSDU?
Total 5 100%
Table: 3.2
Fig: 3.2
49
3. The store have back wall units.
Table no. 4.1 Does the store bill Book have exclusive Nokia branding on it?
50
Particular No. of Stores percentage
The store bill Book does not have exclusive Nokia branding on it 0 0%
Total 10 100%
Table: 4.1
Fig: 4.1
All the store bill Book have exclusive Nokia branding on it.
Table no. 4.2 Does the Letterhead have exclusive Nokia branding on it?
Total 10 100%
Table: 4.2
Fig: 4.2
51
All the stores Letterhead have exclusive Nokia branding on it
Table no. 4.3 Does the Envelope have exclusive Nokia branding on it?
Total 10 100%
Table: 4.3
Fig: 4.3
52
Table no. 4.4 Does the visiting card have exclusive Nokia branding on it?
Total 10 100%
Table: 4.4
Fig: 4.4
All the stores visiting card have exclusive Nokia branding on it?
53
CHAPTER – 6
6.1 FINDINGS
The survey clearly shows that the NOKIA retail shop (NBR) did not get proper
service from Nokia.
Majority of respondents did not get the Post of sale material (POSM) of Go to
market (GTM) models.
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Shopkeepers can’t convince customer for purchasing handsets due to lack of
POSM.
Policies framed by the Government results in the increase of prices of mobile
handsets, which makes it difficult for shopkeepers to sale the handsets.
The shopkeepers are not getting the sufficient POSM from Nokia.
Out of 10 stores, only 4 stores are getting POSMs.
NOKIA is ignorant about the shopkeepers complaint.
He respondents was chosen from Pune and its peripheral area.
The goods were not delivered at the commited time.
Out of 10 stores, only 6 stores have experience bay.
Out of 10 stores, only 4 stores GSB was clean.
Out of 10 stores, all the stores have exclusive NOKIA Letterhead.
Out of 10 stores, all the stores have FSDU.
Out of 10 stores, only 5 stores have TPO.
Out of 10 stores, all stores have wall branding.
6.2 SUGGESTIONS
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NOKIA should take due care of all the complaints.
NOKIA should conduct audits of their distributers from time to time so that
goods can be delivered at time.
Employee should be given proper technical and behavioral training.
NOKIA should have to provide flange to all stores.
NOKIA should have to provide experience bay to all stores.
NOKIA should have to check the stores time to time.
NOKIA should have to provide signage to all stores.
NOKIA should have to provide sufficient dummy.
NOKIA should have to provide sufficient live demo to all stores.
NOKIA should have to give the training to employees about GTM model.
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CONCLUSION
Through the concept being studies and the data analyzed it can be conclude that
NOKIA is the brand having its impact on the market.
NOKIA is the biggest player in the market of handsets.
After having an overview of the data analysis it is found that the NOKIA retail
stores (NBR) almost according to the NOKIA specification.
NOKIA have more retail store in Pune compare to competitors.
NOKIA retail stores were some complaints regarding to the post service.
Along with the above findings it was found that the NOKIA retail stores have less
post of sale material (POSM).
Sales promotion activities and POSM also plays important role in attracting
customers.
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BIBLIOGRAPHY
BOOK REFERENCE:
Research Methodology - C R Kothari
Sales management and personal selling -
Nilesh, P. Gokhale
Chetan G. Chaudhari
Milind A. Marathe
WEBSITE REFERENCE:
www.google.com
www.nokia.com
www.marketprobe.com
www.wikipedia.com
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ANNEXURE
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