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ACKNOWLEDGEMENT

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.

I feel short of dictum to thank Mr. Shantanu khilare (SOE) &


Mrs. Sunita shinde (co-ordinator) from MARKET PROBE
INDIA P. LTD for encouraging and inspiring me throughout this
work.

Once again I express my gratitude to MARKET PROBE INDIA P.


LTD for kind co-operation and giving the opportunity to work in
their excellent working conditions.

VIVEK KUMAR PATEL

MMM

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LIST OF TABLE

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LIST OF TABLE

TABLE NO. TITLE OF TABLE PAGE NO.

For which brands of mobile phone can you see a signage 39


TABLE NO. 1.1
Outside the store?
Does the store front have a Nokia Flange? 40
TABLE NO. 1.2

41
Was the flange was clean?
TABLE NO.1. 3

42
Was the flange un-cracked/not broken?
TABLE NO. 1.4

Does the flange backlight work? 43


TABLE NO. 1.5

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

Does the GSB backlight work? 48


TABLE NO. 1.10

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

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LIST OF FIGURE

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LIST OF FIGURE

FIGURE NO. TITLE OF TABLE PAGE NO.

Percentage of stores having Signage 39


FIGURE NO. 1.1

Percentage of stores having Flange 40


IGURE NO. 1.2

Percentage og Flange clean 41


FIGURE NO. 1.3

Percentage of Flange un-cracked/unbroken 42


FIGURE NO. 1.4

Percentage of Flange backlight 43


FIGURE NO. 1.5

Percentage of Stores having GSB 44


FIGURE NO. 1.6

Percentage of GSB follows the Nokia specification 45


FIGURE NO. 1.7

Percentage of GSB clean 46


FIGURE NO. 1.8

Percentage of GSB un-cracked/not broken 47


FIGURE NO. 1.9

Percentage of GSB backlight 48


FIGURE NO. 1.10

Percentage of Stores having standee of GTM model 49

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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.

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CHAPTER - 1

INTRODUCTION

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INTRODUCTION

1.1 RETAIL STORE AUDIT:

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.

Retail-audit service providers gather information on the following factors:

• Brand’s sales volume,


• Sales trends,
• Stock levels, and
• Effectiveness of in-store display and promotion efforts and other associated
aspects.

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.

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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.

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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,

 The study was carried in and around Pune.


 To understand the expectation and requirement of the store.
 To know the requirement of the products so that the company can
take immediate action and making a good profit.
 To gain feedback from the store employee and store manager about
the products, services, and support, etc
 To improve quality of service.
 This project gave the good opportunity to interact with the store
employee and store manager.

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.

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CHAPTER- 2

PROFILE OF THE
ORGANIZATION

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2.1 COMPANY PROFILE

MARKET PROBE

Market probe began as a consulting company in 1976. Founded by T. R. Rao, a former


University professor specializing marketing and statistics, Market Probe began with
projects focused on market feasibility studies, consumer research, image research and
marketing effectiveness. By 1985, savvy business began to see greater value in customer
satisfaction and quality studies. Market Probe responded with refined research methods,
improved tools and proprietary software and modeling that generated the customized
information our customers could use to be more successful.

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.

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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.

• Analysis of customer Satisfaction Data


• Linking Customer and Employee Satisfaction to the Bottom Line and
• Managing the Customer Experience

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:

• Maintain the integrity of the data


• Protect the confidentiality of all client information
• Aspire to the highest standards of intellectual honesty
• Remain flexible to new ideas
• Achieve the epitome of client service and self-improvement

2.3 PROJECT BACKGROUND


➢ Nokia, the biggest player in the GSM Handset market
➢ Products available at almost every single outlet which deals in mobile handsets
➢ Study mainly focused on assessing performance of various retail outlets, hence called
RQA (Retail Quality Audit)
➢ Three major components of the study
1. Store Look & Feel

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2. Presence of recent promotional activity/brands in the store
3. Nokia Salesman/woman’s performance

2.4 OUR HISTORY (NOKIA)

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.

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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 Nokia Community attracts other Companies

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.

Expanding into Electronics

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.

The Journey into Telecommunications

Nokia´s Cable Work's Electronics department started to conduct research into


semiconductor technology in the 1960´s. This was the beginning of Nokias journey into
telecommunications.

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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.

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It has been rumored that a group of businessmen tried to offer Nokia to the swedish
telecom company Ericsson during the recession (1990´s)!

Today, Nokia is a world leader in digital technologies, including mobile phones,


telecommunications networks, wireless data solutions and multimedia terminals.

Public – Oyj
Type (OMX: NOK1V, NYSE: NOK,

FWB: NOA3)

Tampere, Finland (1865)


Founded
incorporated in Nokia (1871)

Founder(s) Fredrik Idestam

Headquarters Espoo, Finland

Area served Worldwide

Key people Jorma Ollila (Chairman)


Olli-Pekka Kallasvuo

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(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)

Services and Software


Services
Online services

Revenue ▼ €50.722 bn (2008)[1][2]

Operating
▼ €4.966 bn (2008)
income

Net income ▼ €3.988 bn (2008)

Total assets ▲ €39.582 bn (2008)

Total equity ▼ €16.510 bn (2008)

120,827 in 120 countries (June


Employees
30, 2009)[3]

Devices
Divisions Services
Markets

Subsidiaries Nokia Siemens Networks


Navteq

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Symbian
Vertu
Qt Software

Website Nokia.com

2.5 PRODUCT PROFILE

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.

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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

Form factor Tilt slider

Platform/Operating
S60 5th Edition, Symbian OS v9.4
System

CPU Single CPU, 434 MHz ARM11[10]

Storage 32GB internal

Memory 128MB SDRAM[10]

GSM frequencies 850/900/1800/1900 MHz

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900/1900/2100 MHz (Worldwide) or 850/1900/2100 MHz
HSDPA frequencies
(Americas)

GPRS Yes, class 32

EDGE (EGPRS) Yes, class 32

3G HSDPA (3.5G), 3.6 Mbit/s

Wi-Fi Yes

TFT touchscreen, 16,777,216 colours, 360×640 pixels, 3.5 inches,


Main screen resistive touch screen with separate touch foil and touch feedback
[11]

Primary: 5.0Mpx (2584×1938), f/2.8 Carl Zeiss Tessar lens,


autofocus, video (VGA@30fps, H.263/MPEG-4), dual LED flash,
Camera f/2.8, 5.4 mm focal length, 4× digital zoom
Secondary: VGA (640×480), video (176×144@15fps, H.263), 2×
digital zoom

MPEG-4 640×480 @ 30fps, nHD 16:9 video recording, MPEG-4


Video recording
SP 640×352 at 30fps (sub-dvd quality)

MMS Yes

Video calls Yes

Java support Yes, MIDP 2.0

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Memory card slot microSDHC, hotswap, 16 GB maximum

Bluetooth 2.0+EDR[10]

Infrared No

Data cable support Yes, Micro USB 2.0, Nokia AV 3.5 mm

Browser HTML/XHTML over TCP/IP, WAP 2.0, RSS feeds, Flash Lite

Email Yes

Radio Stereo FM Radio with RDS

GPS A-GPS, GPS

Audio player Yes, AAC, eAAC, eAAC+, MP3, WMA

H.264/AVC, MPEG-4, RealVideo 7,8,9/10, WMV 9 @ 30fps ,


Video player
Flash Video

Polyphonic tones 64 channels

Ringtones MIDI, AMR (NB-AMR), WAV, MP3, AAC2

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HF speakerphone Yes

Offline mode Yes

Battery BP-4L 3.7V 1500 mAh

Talk time Up to 9.5 hours (GSM), 6.0 hours (WCDMA)

Standby time Up to 18 days (GSM), 17 days (WCDMA)

Music playback time Up to 40 hours (Offline Mode)

Weight 150 grams

Dimensions 117.2 × 55.3 × 15.9 (18.25 at camera area) mm,

SAR-Rating 0.5 W/kg

VOIP Support Skype

Nokia Maps 3.0 Touch, digital compass, TV out, document


Other
viewer, Nokia Photo Browser, FM transmitter

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CHAPTER NO. 3

8
THEORETICAL BACKGROUND

THEORETICAL BACKGROUND

3.1 NOKIA RETAIL CHANNEL

NOKIA

Distributors
Nokia
Distributor
Nokia
Distributor
Organized
Rest Of
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(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

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‘Global’, ‘White’ & ‘Blue’ look. However, ‘Blue Look’ is being phased out. The
current board looks like the following.

3.3 LOOK DIFFERENTATION

1. NOKIA GLOBAL LOOK –


a. Has a blue wall bay arranged against the wall.
b. Experience unit is a part of the wall bay.
c. Key Retail Element – FSDUs
d. Has wooden flooring.

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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).

1. NOKIA BLUE LOOK –


a. Old back wall units like glass showcases where dummy handsets are
placed.
b. Key Retail Element – Nylon Box with creative in the back wall, Poster
Light Box, WMIS (Wall Mounted Interior Signage)

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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.

3.4 TERMINOLOGIES & DEFINITIONS


1. GSB – Glow Sign Board. The signboard of the outlet which has lights in the
background and glows in evening/night.

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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’.

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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.

3.5 TYPES OF AUDIT


Two separate audits:-

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.

3.6 AUDIT FLOW

Announce Auditor Mystery Auditor

Jointly Fills up External Look & Feel

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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

Under no circumstances both auditors should look at each ot

16
CHAPTER -4

RESEARCH DESIGN
AND
METHODOLOGY

4.1 RESEARCH METHODOLOGY

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Secondary
Selection
Formationof
data
of
sample
objective
collection
size
Formation of objective
Secondary data collection

Questionnaire preparation

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Primary
Datadata
Findings collection
Conclusion
Analysis
& Limitation

Findings
Data
Conclusion
&
Analysis
Limitation

4.2 RESEARCH DESIGN

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

As the name implies, the major objective of descriptive research is to describe


Something usually market characteristics or functions. In descriptive research, the

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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

The universe consists of “Market Potential & Customer Satisfaction of Siemens


Company” in Pune region the market segment is decided as an IT companies.

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.

Following instrument are used for collecting primary Data

○ Survey method
○ Interview

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○ 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.)

Following instrument are used for collecting secondary Data

○ Company in house brochures


○ Magazine
○ Internet

4.3 INSTRUMENT USED FOR DATA COLLECTION

Questionnaire is the tool for data collection

Questionnaire consists of both open-end and close-end questions. It helps the researcher
to collect the information from the market and the customer.

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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.

Tools for analysis:

“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.

4.4 LIMITATION OF THE STUDY

 The questionnaire was provided by the company to us was inappropriate as there


were some questions which were incorrect.

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 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.

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CHAPTER -5

ANALYSIS AND
INTERPRETATION OF DATA

ANALYSIS AND INTERPRETATION OF DATA

APPLICABLE FOR ALL STORES

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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

Particular No. of Stores Percentage

Having Signage of NOKIA 10 100%

Having Signage other than NOKIA 0 0%

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?

particular No. of Stores Percentage

Store have a NOKIA Flange 6 60%

Store doesn’t have NOKIA Flange 4 40%

Total 10 100%
Table: 1.2

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Fig: 1.2

There were 60% Stores have NOKIA flange in front of the stores, and 40% stores does not
have NOKIA flange.

Table no. 1.3 Was the flange was clean?

Particular No. of Flange Percentage

NOKIA Flange was clean 4 67%

NOKIA Flange was not clean 2 33%

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?

Particular No. of Flange Percentage

NOKIA flange was un-cracked/not broken 6 100%

Nokia flange was cracked/ broken 0 0%

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)

Particular No. of Flange Percentage

Nokia flange backlight is working 6 100%

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.

Table no. 1.6 Does the store have a Nokia GSB?

Particular No. of Stores Percentage

The store has a GSB 10 100%

The store doesn’t have GSB 0 0%

Total 10 100%

Table: 1.6

Fig: 1.6

28
100% Stores have NOKIA GSB (GLO SIGN BOARD).

Table no. 1.7 Is the Nokia GSB according to Nokia specifications?

Particular No. of GSB Percentage

The GSB follows the Nokia specification 10 100%

The GSB does not follow the Nokia 0 0%


specification

Total 10 100%

Table: 1.7

Fig: 1.7

All the NOKIA stores having NOKIA GSB according to the NOKIA specification.

Table no. 1.8 Was the Nokia GSB clean?

29
Particular No. of GSB Percentage

The Nokia GSB was clean 6 60%

The Nokia GSB was not clean 4 40%

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.

Table no. 1.9 Was the Nokia GSB un-cracked/not broken?

Particular No. of GSB Percentage

The Nokia GSB was un-cracked/not broken 10 100%

The Nokia GSB was cracked/broken 0 0%

Total 10 100%

Table: 1.9

30
Fig: 1.9

100% NOKIA GSB was un-cracked.

Table no. 1.10 Does the GSB backlight work? (Ask the store manager to switch it on
and show you)

Particular No. of GSB Percentage

All of the backlights in the GSB are working 7 70%

Only Some of the backlights in the GSB are 3 30%


working

The GSB backlights are not working 0 0%

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?

particular No. of stores having standee of GTM percentage


model

Yes, there are standee/s of the GTM model 8 80%


at the store

No, there are no GTM standee/s at the store 2 20%

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?

Particular No. of Stores Percentage

Yes, the show window had stickers stuck on it. 7 70%

32
No, the show window did not have stickers stuck on it 3 30%

There was no show window 0 0%

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.

Table no. 1.13 Was the show window clean?

Particular No. of Show window percentage

The show window was clean 10 100%

The show window was not clean 0 0%

Total 10 100%

Table: 1.13

Fig: 1.13

100% show window was clean.

33
Table no. 1.14 Is the show window cracked?

Particular No. of Show window Percentage

The show window is not cracked 10 100%

The show window is cracked 0 0%

Total 10 100%

Table: 1.14

Fig: 1.14

100% show window was not cracked.

34
Table no. 1.15 Did the door have stickers stuck on it except push/ pull/ credit card/ we
recycle posters?

Particular No. of Doors Percentage

Yes, the door had other stickers stuck on it 4 40%

No, the door did not have any other stickers stuck on it 6 60%

There was no door 0 0%

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.

Table no. 1.16 Was the door clean?

Particular No. of Doors Percentage

The door was clean 8 80%

The door was not clean 2 20%

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.

Table no. 1.17 Was the door cracked?

Particular No. of Doors Percentage

The door is not cracked 10 100%

The door is cracked 0 0%

Total 10 100%

Table: 1.17

Fig: 1.17

There were no any door was cracked.

36
Table no. 1.18 Does the ceiling have peeling paint patches?

Particular No. of Stores Percentage

The ceiling does not have any peeling paint patches 8 80%

The ceiling has peeling paint patches 2 20%

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%

The ceiling has mouldy/dirty patches 2 20%

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?

Particular No. of Stores Percentage

The ceiling of the store does not have any cracks and breaks 10 100%

The ceiling of the store has cracks and breaks 0 0%

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?

Particular No. of stores Percentage

Yes, there were visible walls in the store 3 30%

No, there were no visible walls in the store 7 70%

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?

Particular No. of Stores Percentage

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%

No the wiring in the store is untidy 0 0%

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.

Table no. 1.23 Is the seating furniture clean?

Particular No. of stores Percentage

All the seating furniture was clean 2 20%

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.

Table no. 1.24 How was the temperature at the outlet?

Particular No. of Stores Percentage

just right- neither too hot nor too cold 6 60%

not okay- either too hot or too cold 4 40%

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?

Particular No. of Stores Percentage

The store has AC installed 10 100%

There was no AC installed in the store 0 0%

Total 10 100%

Table: 1.25

Fig: 1.25

All the stores have AC installed.

Table no. 1.26 Was the room well lit?

Particular No. of Stores Percentage

42
The room was well lit 7 70%

The room was not well lit 3 30%

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.

Table no. 1.27 Did you see a LCD TV in the store?

Paricular No. of Stores Percentage

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.

Table no. 1.28 Is there a presence of DVD Player in the store?

Particular No. of Stores Percentage

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?

Particular No. of Stores Percentage

The GTM dummy handsets are present in the store 10 100%

The GTM dummy handsets are not present in the store 0 0%

Total 10 100%

Table: 1.29

Fig: 1.29

All the stores have NOKIA GTM dummy handsets.

Table no. 1.30 Are there any GTM live handsets in the store?

Particular No. of Stores Percentage

The GTM live handsets are present in the store 10 100%

There are no GTM live handsets in the store 0 0%

Total 10 100%

45
Table: 1.30

Fig: 1.30

All the stores have NOKIA GTM live handsets.

Table no. 1.31 Was there any Non-Nokia branding visible inside the store (other than
BOSE, SEINHE ISER and KINGSTON?

Particular No. of Stores percentage

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?

Particular No. of Stores Percentage

The store has wall bay /back wall units 9 100%

The store has no wall bay / Back wall units 0 0%

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)?

Particular No. of Stores Percentage

The store has a TPO 2 50%

The store does not have a TPO 2 50%

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.

APPLICABLE FOR GLOBAL LOOK STORES

Table no. 3.1 Does the store have any experience bay?

Particular No. of Stores Percentage

The store has an experience bay 3 60%

The store does not have an experience bay 2 40%

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?

Particular No. of Stores percentage

The store has a FSDU 5 100%

The store does not have any FSDU 0 0%

Total 5 100%

Table: 3.2

Fig: 3.2

All the stores have FSDU.

APPLICABLE ONLY IN NOKIA BLUE LOOK STORES

1. I audit only one NOKIA BLUE LOOK store which is in Talegaon.

2. The store was according to the NOKIA specification.

49
3. The store have back wall units.

4. The store dose not have any Glazing Having.

5. There was nylon box.

6. The creative on the nylon box was as per as Nokia specification.

7. The store have poster light boxes.

APPLICABLE FOR ALL STORES

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 has exclusive Nokia branding on it 10 100%

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?

Particular No. of Stores Percentage

The Letterhead has exclusive Nokia branding on it 10 100%

The Letterhead does not have exclusive Nokia branding on it 0 0%

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?

Particular No. of Stores percentage

The envelope has exclusive Nokia branding on it 10 100%

The envelope does not have exclusive Nokia branding on it 0 0%

Total 10 100%

Table: 4.3

Fig: 4.3

All the stores Envelope have exclusive Nokia branding on it

52
Table no. 4.4 Does the visiting card have exclusive Nokia branding on it?

Particular No. of Stores percentage

The visiting card has exclusive Nokia branding on it 10 100%

The visiting card does not have exclusive Nokia branding on it 0 0%

Total 10 100%

Table: 4.4

Fig: 4.4

All the stores visiting card have exclusive Nokia branding on it?

53
CHAPTER – 6

FINDINGS AND SUGGESTION

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.

54
 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

 NOKIA should provide better service and facility to retailers.


 NOKIA should provide adequate promotional material (POSM) to the
retailers/dealers.

55
 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.

56
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.

57
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

58
ANNEXURE

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