Consumer Behavior and Branding Strategy of Nokia Xpress Music

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Consumer Behavior and Branding

Strategy of Nokia Xpress Music

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This report has been made as part of our Principles of Marketing course to depict the relationship between Consumer Behavior and Branding Strategy for Nokia XpressMusic.

1.1 Background

Nokia has been a leading player in mobile communications in the Asia Pacific since early 1980s. It has established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry in the region since then. Though this cellular giant brings our dozens of phones every year, it wasn't until the Nokia XpressMusic that the company explored cell phones concentrating on providing excellent music experience to its users. This new range of mobile phones is packed with an array of multimedia features which comes in a sharp, slim package. “One touch to music, video and more”, “Featuring you, your friends, and powerful 3.5G connections”, “Crystal-clear sounds with dedicated chip”, “Big on sound, small on the pocket”- these are some of the words that are being used to describe this new range of mobile phones. But ultimately the success of any product depends on the acceptance of consumers. Thus, this report “An Analysis of the Consumer Behavior and Branding Strategy of Nokia XpressMusic” will be looking upon the various behavioral aspects of the consumers of Nokia XpressMusic Mobile Phone and recommend guidelines based on survey conducted. This report has been prepared as a partial requirement of the course Principle of Marketing for the course teacher, Ms. Momena Akter.

1.2 Objectives

  • To analyze the external and internal influences that affect decision process of the consumers of Nokia XpressMusic mobile phone.

  • To recognize the brand personality, brand equity and brand image of Nokia XpressMusic mobile phone.

  • To identify the position of Nokia XpressMusic mobile phone in the consumer’s minds relative to its competitors.

  • To find out which criteria are relevant for its consumer’s evaluation process.

  • To understand the concepts of consumer behavior that I have learnt in my course and to apply them to my chosen product.

  • To make recommendations on how Nokia XpressMusic mobile phone can improve its position in the market based on the analysis on consumer behavior.

1.3 Scope

This report covers the external and internal influences that affect the decision process of the consumers of Nokia XpressMusic mobile phones and intends to look for the future steps required by Nokia based on this analysis. The report also includes the branding strategy of Nokia XpressMusic.

1.4 Methodology

In preparing this report most of the data was obtained through primary sources. A key informant interview was conducted of Ms. Moutushi Kabir, Communications Manager, Nokia EA Limited. We also conducted a survey on the consumers of Nokia XpressMusic mobile phone to find out important information regarding their perception about Nokia XpressMusic mobile phone. Websites, newspapers and magazines served as secondary sources of information.

1.5 Limitations

Due to time constraints, I could complete the survey of fifty-five (55) consumers. We could have obtained a better picture of various behavioral aspects of the consumers if we could gather information from more survey respondents.

The concerned official of Nokia Bangladesh was not willing to share any information related to their market share in the mobile phone market of Bangladesh or the status of the market itself. This information could have provided a better focus of the report and help me alongside.


Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with 128,445 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 50.7 billion and operating profit of 5.0 billion as of 2008. It is the world's largest manufacturer of mobile telephones: its global device market share was about 37% in Q1 2009, down from 39% in Q1 2008 and unchanged from Q4 2008. Nokia produces mobile devices for every major market segment and protocol, including, CDMA, and W-CDMA (UMTS). Nokia offers Internet services that enable people to experience music, maps, media, messaging and games. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. The company is also engaged in providing digital map information through its wholly-owned subsidiary Navteq.

Nokia has sites for research and development, manufacture and sales in many countries throughout the world. As of December 2008, Nokia had R&D presence in 16 countries and employed 39,350 people in research and development, representing approximately 31% of the group's total workforce. 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) INdT – Nokia Institute of Technology, a R&D institute located in Brazil. Nokia operates a total of 15 manufacturing facilities located at Espoo, Oulu and Sal, Finland; Manaus, Brazil; Beijing, Dongguan and Suzhou, China; Farnborough, England; Komárom, Hungary; Chennai, India; Reynosa, Mexico; Jucu, Romania and Masan, South Korea. Nokia's Design Department remains in Salo, Finland.

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