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MINOR PROJECT REPORT

On

BRAND PREFERENCE OF MOBILE PHONES


WITH SPECIAL REFERENCE TO MOTOROLA PHONES

Prepared by

Anshul Gupta
B.B.A (Gen.), IIIrd Semester
Enrollment No. - 0821701707
Date - __________

Faculty guide:
Dr. Ajay Rathore

Guru Gobind Singh Indraprastha University


Tecnia Institute of Advanced Studies
2A & 2B Institutional Area, Madhuban Chowk, Rohini, Delhi-110085

Guru Gobind Singh Indraprastha University

CERTIFICATE
This is to certify that ANSHUL GUPTA student of Tecnia Institute of Advanced
Studies has worked under my supervision and guidance on “Brand preference of
Mobile Phones with special reference to MOTOROLA PHONES." He was in
constant touch with me and the matter embodied in this report is original and
authentic and same recommended for evaluation.

I wish him all the best in his entire future Endeavour.

Dr. Ajay Rathore

(Dean Academics)

(T.I.A.S)
ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an


amalgamation of the efforts, ideas and co-operation of a number of entities.

I would like to thank GURU GOBIND SINGH INDRAPRASTHA


UNIVERSITY for giving an opportunity to work on a valuable project.

The completion of the project study that follows, seemed to be a distant goal
had it not been for the contribution of Dr. Ajay Rathore for allowing me to
work on a very intrinsic part on BRAND PREFERENCE OF MOBILE PHONES
with Special reference to MOTOTROLA PHONES.I thank him for the ideas and
basic concepts he delivered and shared with me, as they helped me a lot in
accomplishing this project of mine.

(Anshul Gupta)
PREFACE

The project gives an insight of the telecom sector through Motorola India ltd. It basically helps
understanding the brand preference of consumers with regard to mobile phones. It helps us to
know what are the basis on which a customer chooses a particular brand when he purchases a
new handset.

The project will help to learn about the growing telecom sector in India. The research will also
bring to light what all factors a customer considers at the time of purchase of a new mobile
phone.
TABLE OF CONTENTS
Chapter Chapter Name
No.
CERTIFICATE

ACKNOWLEDGEMNT

PREFACE
1. INTRODUCTION
1.1 Company profile
1.2 Introduction
1.3 Scope of industry
1.4 Objective
2. RESEARCH METHODOLOGY
2.1 Sample size
2.2 Sample location
2.3 Research type
2.4 Data Types

3. Findings & Discussions

4. Recommendations
Limitations
Conclusions

9. BIBLIOGRAPHY

1.1 Company Profile


Motorola Inc.

Type Public (NYSE: MOT)

Founded 1928

Headquarters Schaumburg, Illinois, United States


[1]
Greg Brown, President and Co-CEO
Key people
Sanjay Jha, Co-CEO

Industry Telecommunications

Embedded systems
Microprocessors
Products Mobile phones
Two-Way radios
Networking Systems

Market cap $15 billion USD (2008)

Revenue ▲$36.622 billion USD (2007)

Operating
▼ $553.0 million USD (2007)
income

Net income ▼ $49.0 million USD (2007)

Employees 66,000 (2008)

Website www.motorola.com

MOTOROLA Electronics a wholly owned subsidiary of MOTOROLA Electronics was


established in January, 2003 after clearance from the Foreign Investment Promotion Board
(FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by
MOTOROLA in a period of 4 and 5 months with the commencement of operations in May 2003.
MOTOROLA set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in
2004, with an investment of Rs 500 Crores. During the year 2001, MOTOROLA also
commenced the home production for its eco-friendly Refrigerators and established its assembly
line for its PC Monitors at its Greater Noida manufacturing unit.
• The Greater Noida manufacturing unit line has been designed with the latest technologies at
par with international standards at Korea and is one of the most Eco-friendly units amongst
all MOTOROLA manufacturing plants in the world.
• The year 2001 witnessed MOTOROLA becoming the fastest growing company in the
consumer electronics, home appliances and computer peripherals industry. The company had
till the month of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India
since its inception in 2003 , making it the fastest ever Rs 5000 Crores clocked by any
company in the Indian consumer electronics and home appliances industry. Having achieved
this milestone, MOTOROLA achieved another benchmark with the first ever sales of One
Lakh ACs (Windows and Splits) in a calendar year. MOTOROLA is poised to surpass its
turnover target of Rs. 2700 Crores this year and clock a turnover of Rs. 3000 Crores.
• This year, MOTOROLA has emerged as the leader in Colour Televisions, Semi Automatic
Washing Machines, Air Conditioners, Frost-Free Refrigerators and Microwaves Ovens. In
Colour Televisions having set the sales target of one million units of Color Televisions for
2002, MOTOROLA has already achieved the one million mark in the month ahead of its
target.

• MOTOROLA Electronics India is the fastest growing company in the consumer electronics,
home appliances and computer peripherals industry today.

• MOTOROLA Electronics is continually providing superior technology products & value for
money to over 50 lac households in India.
• Mr. K.R. Kim, Managing Director, MOTOROLA Electronics said, "I am extremely
pleased with our performance in 2006 as we have been able to sustain growth during
a year of slowdown in the consumer electronics and home appliances industry." He
added, "Our growth record has led us to expand manufacturing presence in India. We have
accordingly reinforced our sales and distribution network through the concept of area
offices to reach out more Indian consumers in semi urban and rural India."
History

Motorola started as Galvin Manufacturing Corporation in 1928. The name Motorola was
adopted in 1947, but the word had been used as a trademark since the 1930s. Founders Paul
Galvin and Joe Galvin came up with the name Motorola when their company started
manufacturing car radios. A number of early companies making phonographs, radios, and other
audio equipment in the early 20th century used the suffix "-ola," the most famous being Victrola;
RCA made a "radiola"; there was also a company that made jukeboxes called Rock-Ola, and a
film editing device called a Moviola. The Motorola prefix "motor-" was chosen because the
company's initial focus was in automotive electronics. Many of Motorola's products have been
radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the
world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing.
The company was also strong in semiconductor technology, including integrated circuits used in
computers. Motorola has been the main supplier for the microprocessors used in Commodore
Amiga, Apple Macintosh and Power Macintosh personal computers. The chip used in the latter
computers, the PowerPC family, was developed with IBM and in a partnership with Apple
(known as the AIM alliance). Motorola also has a diverse line of communication products,
including satellite systems, digital cable boxes and modems

Products
Motorola creates several different products for use of the government, public safety officials,
business installments, and the general public. These products include cell phones, laptops, and
radios.

Spinoffs

Motorola developed the first truly global communication network using a set of 66 satellites.
The business ambitions behind this project and the need for raising venture capital to fund the
project led to the creation of the Iridium Company in the late 1990s. While the technology was
proven to work, Iridium failed to attract sufficient customers and they filed for bankruptcy in
1999. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON
Semiconductor (ONNN) business August 4, 1999, raising for Motorola of about $1.1 Billion.
Further declines in business during 2000 and 2001, caused Motorola to spin off its government
and defense business to General Dynamics. The business deal closed September 2001. Thus GD
Decision Systems was formed (and later merged with General Dynamics C4 Systems) from
Motorola's Integrated Information Systems Group
On October 6, 2003, Motorola announced that it would spin off its semiconductor product sector into
a separate company called Free scale Semiconductor, Inc.. The new company began trading on the
New York Stock Exchange on July 16th of the following year.

Quality systems
The Six Sigma quality system was developed at Motorola even though it became best known
through its use by General Electric. It was created by engineer Bill Smith, under the direction of Bob
Galvin (son of founder Paul Galvin) when he was running the company. Motorola University is one
of many places that provide Six Sigma training.

Ratings from interest groups


Motorola received a 100% rating on the Corporate Equality Index released by the Human Rights
Campaign in 2004, 2005 and 2006 , starting in the third year of the report.
Motorola is known around the world as an innovator and leader in wireless and broadband
communications. It is committed to helping the people get and stay connected simply and
seamlessly to the people, information and entertainment they want and need. Motorola do this by
designing and delivering "must have" products, "must do" experiences and powerful
networks — with a full complement of support services as well. A Fortune 100 company with
global presence and impact, Motorola had sales of US$42.8 billion in 2006.

Enterprise Mobility Solutions:


This group includes the mission-critical communications offered by government and public
safety sectors and Motorola enterprise mobility business. Motorola design, manufactures, sell,
install and service analog and digital two-way radio as well as voice and data communications
products and systems. Motorola delivers mobile computing, advanced data capture, wireless
infrastructure and RFID solutions.

Home & Networks Mobility:


Operators today are being asked by their subscribers to deliver bandwidth-intensive, experience-
based services — regardless of the network architecture. Motorola is uniquely positioned to
capitalize on this trend, providing integrated, end-to-end systems that seamlessly and reliably
enable uninterrupted access to digital entertainment, information and communications services
over a variety of wired and wireless solutions. Motorola designs, manufactures, sells and
services digital video system solutions and interactive set-top devices; voice and data modems
for digital subscriber line and cable networks; and, broadband access systems (including cellular
infrastructure systems) for cable and satellite television operators, wire line carriers and wireless
service providers. With these solutions, Motorola empowers consumers by connecting their
homes — easily keeping contacts, content and services within reach.
Mobile Devices:
As a pioneer in wireless communications, Motorola has transformed the cell phone into an
icon of personal technology — an integral part of daily communications, data management
and mobile entertainment. Motorola not only designs, manufactures sells and services
wireless handsets, but also licenses its vast portfolio of intellectual property. Our collection
spans all cellular and wireless systems and includes integrated software applications as well
as one a large complement of Bluetooth®-enabled accessories. We offer
customers innovative product designs that deliver "must have" experiences, such as mobile
music and video — enabling seamless connectivity at work or at play.

COMPANY SUCCESS
• World's Most Admired Companies, Fortune Magazine, 2008
• America's Most Admired Companies, Fortune Magazine, USA, 2007
• Yitzhak Rabin Israeli National Quality Award, Israel Society for Quality, Israel, 2007
• Strongest Brands, Business Week, USA, 2006
• Top 500 Innovators: No. 12, InformationWeek, USA, 2006
• Most Shareholder-Friendly Companies: No. 1, Institutional Investor, USA, 2006
• Corporate Award: Outstanding Contributions, IEEE Standards Association, USA, 2006
• Deal of Distinction Award: Patent generation and robust licensing program, Licensing
Executives Society, USA and Canada, 2005
• National Medal of Technology : Highest honor for technological innovation, Presented by
President George W. Bush, USA, 2004

HOME AND NETWORKS MOBILITY


• Winner: WiMAX Flexible Point Access System, Best of WiMAX World Europe Awards,
2007
• Excellence in Technology Innovation Ongoing Achievement: WiMAX Flexible Access
Point System, EOS Awards, NXTcomm Chicago, 2007
• Industry Innovation Award: WiMAX Distributed Network Architecture, exchange
Magazine, Best of WiMAX World Awards, USA, 2006
• Home-Networking Winners: Mot SVG2500 Wireless VoIP Cable Modem Gateway and
Mot SBV5400 VoIP Cable Modem/ Cordless Phone System, International CES Design and
Engineering Awards, 2006
• Winner: Best Home Wireless Product, CES Mark of Excellence Awards, 2006
• Product of the Year: VoIP Open-Application Enabling Platform, Internet Telephony, USA,
2005
RESEARCH AND DEVELOPMENT

• 100 Most Technologically Significant Products of the Year: Printed Active Displays,
R&D 100 Awards, 2007
• Nano50 Award: Motorola Labs' NED technology, Nanotech Briefs, 2006
• Malaysia Leadership in ICT R&D Award: Motorola Software Center, Multimedia
Development Corporation, 2006
• Best of ITS Research & Innovation Winner: MOTODRIVE, ITS America Awards, 2006
• Innovation Excellence Award, Mobile Devices: Motorola China Research Center,
Excellent Innovation Team Awards, 2005

CORPORATE RESPONSIBILITY
Corporate responsibility means harnessing the power of our global business to benefit people.
It also means doing the right thing in all aspects of our business, including how we treat the
environment, our employees, our customers, our partners and our communities.
• Top 100 Corporate Citizens: No. 4, Corporate Responsibility Officer Magazine, USA,
2007
• Outstanding Safety Practice Award, National Safety Council, USA, 2006
• Top 10 Most Socially Responsible Businesses, National Business Social Responsibility
Survey, Israel, 2006
• Corporate Social Responsibility Certificate, Mexico Center for Philanthropy, 2006
• Platinum Health Award, Health Promotion Board, Singapore, 2006

MOBILE DEVICES
• Winner: CNET People’s Voice Award, ROKR E8, Consumer Electronics Show (CES), 2008
• Winner: CNET Best of CES, Cell phones and Smartphones category, ROKR E8, Consumer
Electronics Show, 2008
• Winner: Top 20 Products of CES — Editor's Choice Award, ROKR E8, Popular Mechanics
magazine, 2008
• Winner: Best of CES 2008: Best Cell Phone, ROKR E8, LAPTOP magazine, 2008
• Winner: 2008 CES Best of Innovations Design and Engineering Award, headphones category,
MOTOROKR S9, Consumer Electronics Show, 2008
• Winner: Best of CES, Bluetooth® transfer category, Motorola T815, Smartphone-based
navigation system featuring MOTONAV, Bluetooth Special Interest Group (SIG), 2008
• Best Ultra Low Cost Handset, 3GSM Global Mobile Awards, 2006
• Winners: MOTORIZR and MOTOKRZR K1m, International CES Design and Engineering
Awards, 2006
• Winners: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE, International CES
Design and Engineering Awards, 2006
• Best of What's New: MOTO Q, Popular Science Magazine, 2006
• Unique Product Winner: Motorola Audex Protective Gear, Bluetooth SIG Best of CES Awards,
2006
• First Place Hardware/Mobile Phone: SLVR L7, CTIA Wireless E-tech Awards, 2006
• Editor's Choice, Mobile Phone: RAZR V3 Black/Pink, CNET, 2005
• Best in Class: RAZR V3 Silver, PC News Weekly, 2005
• Mobile Innovations Award: RAZR v3 Silver, Mobile News Awards, 2005

1.2 INTRODUCTION
HISTORY OF CELLULAR TELEPHONY IN INDIA
Cellular Telephony
The technology that gives a person the power to communicate anytime, anywhere - has spawned
an entire industry in mobile telecommunication. Mobile telephones have become an integral part
of the growth, success and efficiency of any business / economy.
The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global
System for Mobile Communications) was instituted in 1987 to promote and expedite the
adoption, development and deployment and evolution of the GSM standard for digital wireless
communications.
The GSM Association was formed as a result of a European Community agreement on the need
to adopt common standards suitable for cross border European mobile communications. Starting
off primarily as a European standard, the Group Special Mobile as it was then called, soon came
to represent the Global System for Mobile Communications as it achieved the status of a world-
wide standard. GSM is today, the world's leading digital standard accounting for 68.5% of the
global digital wireless market.
The Indian Government when considering the introduction of cellular services into the country,
made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies
/ standards.

Although cellular licenses were made technology neutral in September 2005, all the private
operators are presently offering only GSM based mobile services. The new licensees for the 4th
cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer
their mobile services.

Cellular Industry in India


• The Government of India recognizes that the provision of a world-class telecommunications
infrastructure and information is the key to rapid economic and social development of the
country. It is critical not only for the development of the Information Technology industry, but
also has widespread ramifications on the entire economy of the country. It is also anticipated that
going forward, a major part of the GDP of the country would be contributed by this sector.
Accordingly, it is of vital importance to the country that there be a comprehensive and forward
looking telecommunications policy which creates an enabling framework for development of
this industry.

1.3 Scope of the study


The scope of the research is based on the telecom industry and it throws light on the brand
preference of mobile phones with respect to Motorola.

Significance of the study:


Significance to the industry –
My research will help the telecom industry to know the current scenario of customers with
respect to brand preference of mobile phones, with respect to Motorola.
Significance for the researcher –
➢ Wide exposure to the telecom industry.
➢ Studying about the brand preference of Motorola mobile phones through the respondents.

INDUSTRY PROFILE
In the early 1990s, the Indian government adopted a new economic policy aimed at improving
India's competitiveness in the global markets and the rapid growth of exports. Key to achieving
these goals was a world-class telecom infrastructure.
• In India, the telecom service areas are divided into four metros (New Delhi, Mumbai,
Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India. The
circles are further classified under "A," "B" and "C," with the "A" circle being the most
attractive and "C" being the least attractive. The regulatory body at that time — the
Department of Telecommunications (DOT) — allocated two cellular licenses for each metro
and circle. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in
1995. The first cellular service was provided by, Modi Telstra in Kolkata in August 1995. For
the auction, it was stipulated that no firm can win in more than one metro, three circles or
both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while
West Bengal and Assam had only one bidder each.
• In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok
Sabha, and the president officially announced the TRAI ordinance on 25 January 2003. The
government decided to set up TRAI to separate regulatory functions from policy formulation,
licensing and telecom operations. Prior to the creation of TRAI, these functions were the sole
responsibility of the DOT.
• High license fees and excessive bids for the cellular licenses put tremendous financial burden
on the operators, diverting funds away from network development and enhancements. As a
result, by 2005 many operators failed to pay their license fees and were in danger of having
their licenses withdrawn. In March 2005, a new telecom policy was put in place (New
Telecom Policy 2005). Under this new policy, the old fixed-licensing regime was to be
replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue
were to be paid to the government.
1.4 OBJECTIVES
The Primary Objective was to study the perception & buying behavior of customers towards
various mobile brands with special reference to “MOTOROLA”.
The Secondary Objectives of this study were to identify:
• Factors that influence decision-making in purchasing a mobile phone.
• Major features, which a customer looks for in a mobile before making a purchase.
• Brand awareness of MOTOROLA mobile phones in the market.
• Factors, which help in increasing the sale of mobile phones.
• Various Sources from which mobiles are purchased.

CHAPTER 2: RESEARCH METHODOLOGY


Title – Brand preference of Motorola mobile phones.
Title Justification – This title is justified as it tells about the customer preference towards
Motorola mobile phones as compared to other brands.

SAMPLING METHODOLOGY:
2.1 Sampling Size – 25 respondents
2.2 Sampling Area - Delhi and N.C.R.
Sampling Technique - Random Sampling technique

2.3 RESEARCH DESIGN: -


 Visited the customers across Delhi and NCR & gathered information required as per the
questionnaire.
 The research design is probability research design and is descriptive research.

2.4 DATA COLLECTION:


• Primary data has been used by me in the form of Questionnaire & Observation, which are the
two basic methods of collecting primary data, which suffices all research objectives.
• Secondary data sources like catalogue of the company, product range book of the company &
various internet sites such as motorola.com & google.com have been used.

CHAPTER 3: FINDINGS AND DISCUSSIONS

FINDINGS
 Nokia, Samsung, Motorola and Sony Ericsson are the favorite as brands among the customers
in Delhi Market, closely followed by others.
 The brand awareness of MOTOROLA mobile phones seems to be almost 100%.
 The general opinion about MOTOROLA mobile phones is that it is either good or
satisfactory.
DATA ANALYSIS AND INTERPRETATION

Analysis based on the questionnaires: -

1) Are you using a mobile phone?

Figure 1

Interpretation: -
It was found out that all the 50 respondents were using mobile phones.
CONCRETE TERMS: - Out of 50 respondents all 50 are using a mobile.

2) Which company handset are you using?


Figure 2

Interpretation:-
The above chart (Figure2) shows the percentage of various handsets used by the respondents.

CONCRETE TERMS: - Out of 50 respondents 22 respondents are using Nokia while 11


are using Motorola, 6 are using Sony ericsson,6 are using Samsung and rest uses the other
brands.
3) Are you satisfied?

Figure 3

Interpretation: -

The chart (Figure3) shows maximum number of respondents who were satisfied with their
handsets.

CONCRETE TERMS: - Out of 50 respondents 42 respondents are satisfied with the


handsets they are using while 8 are not satisfied with their handsets.

4) Are you aware of the brand “Motorola”?

Figure 4
Interpretation: -
The pie chart(Figure4) shows the percentage of respondents who were aware of the brand
Motorola.

CONCRETE TERMS: - Out of 50 respondents 49 are aware of brand Motorola.

5) In what time you are thinking to change your handset or buying a new
one?

Figure 5

Interpretation: -
The above chart (Figure 5) depicts the respondents buying behavior with reference to time.

CONCRETE TERMS:- Out of 50 respondents 20 changes their handset in a time period of


6 months, 11 changes their handset in a month, 10 changes their handset in a year while just 9 of
them changes their handset in a week.

6.) To which handset will you move?


Figure 6

Interpretation: -
This chart (Figure 6) depicts the respondents’ next preference for mobile phones.

CONCRETE TERMS: - Out of 50 respondents 14 respondents are willing to switch over to


Sony Ericsson, 18 are willing to switch over to NOKIA

7.) Where do you generally purchase your handsets from?

Figure 7

Interpretation: -
This shows (Figure 7) the source of purchase of handset of the respondents.

CONCRETE TERMS: - Out of 50 respondents 36 respondents’ purchases their handset


from the dealers, 8 respondents purchases their handset from grey market while the rest 6
respondent purchases their handset from the other sources available.
8.) Do you think Motorola mobile phones are value for money?

Figure 8

Interpretation: -
This shows (Figure 8) that maximum respondents consider Motorola mobile phones value for
their money.

CONCRETE TERMS:- Out of 50 respondents 40 considers Motorola mobile phones value


for their money rest 10 respondents contradicts on this.
9.) What according to you is the most important additional feature that should
be present in a mobile phone?
Figure 9

Interpretation: -
This shows (Figure 9) the various additional features which customer takes into account while
purchasing handset.

CONCRETE TERMS: - Out of 50 respondents 22 gives preference to Bluetooth as an


additional feature while purchasing a handset, 12 respondents gives preference to camera, 6
gives preference to mp3, 6 gives preference to mms while the rest 4 respondents prefer to have
some other additional features apart from these.

10.How important is after sales service in the mobile industry?


Figure 10

Interpretation: -
This shows (Figure 10) that the after sales service is considered to be of prime importance to the
respondents.

CONCRETE TERMS:- Out of 50 respondents 31 considers after sales services very


important while 16 respondents consider it a little less than very important and the rest 3
respondent gives it an average position.
SOURCES FROM WHICH MATERIAL IS PURCHASED
Most of the executives who were surveyed said that they preferred to purchase their material
from a dealer. Distribution of products constitutes an important element of marketing –mix of a
firm. After development of a product, the marketing manager has to decide channels or routes
through which the product will flow.
In my survey I found that almost 90% of the customers purchased their material from local
dealers and only 10% of them purchased from the sales representative of the company.
In the Telecom Industry there are usually National & City distributors. A three-tier system is
followed whereby:
Tier 1 – Company - - - - - National Distributor
Tier 2 - National distributor --------- Local Distributor
Tier 3 – Local Distributor ------------ Dealer
In case of MOTOROLA the Company has been following a very systematic channel approach
whereby only the first two Tiers are involved.i.e
Tier 1 – Company ------------ National Distributor
Tier 2 – National Distributor ----------- Local Distributor
MOTOROLA ’s billing of goods are directly billed to the Local Distributor which not only helps
in better interaction with them but also gives the company a more Microscopic focus of all the
happenings along with the Accountability of goods sold. The company through this practice of
it’s not only able to increase its revenue but is also able to increase its margins better.
MAJOR BRANDS THAT ARE DEALT BY DEALERS
Most of the executives who were surveyed had almost all the Brands of Mobile Handsets with
them and the final analysis upon which I arrived at was that Nokia is the No.1 selling Handset in
Delhi followed by Samsung, Motorola and Sony Ericsson.
Nokia no doubt has carved a niche for itself over the past 4-5 years with its superior technology
and its loyalty towards the Indian customer which certainly makes it the most superior brand.
The biggest advantage that has worked in Nokia’s favor is its marketing strategy, which focuses
more on their state of the art Handsets. They were the first company to come with a mobile with
an in-built camera in it and they surely knew how to sell their product. Today almost all mobile
companies have followed suit and come out with their own in-built camera mobiles.
Nokia is certainly a value for money mobile as more than 90% of the dealers interviewed agreed
on this statement, not only is the after sale service excellent but also the quality and pricing of
products is excellent. In such a scenario not only the existing companies but also the new
entrants such as MOTOROLA, BenQ, Alcatel etc will have to justify their launch in the long
run.

MAJOR FEATURES THAT A CUSTOMER LOOKS FOR IN A


MOBILE
The Market is flooded with all sorts of mobile brands, each trying to showcase and push forward
its own particular brand with umpteen numbers of features. The customer these days is quite
educated and knows about the products quite well and therefore likes to keep himself abreast
with the latest technology available in the market, suiting his pocket need and requirement.
Mobile these days are being added with new features every second day to lure the customer, and
it is due to these very features only that becomes the purchasing factor for the customer. Some of
the most common features that a customer demands these days are:
1. Color Screen – Color Screen phones are the latest and the most wanted trend in the market
these days as these phones boast of a High Color Resolution Display so that the customer can
enjoy in his/her phone an exhilarating melange of colors. Most of the color phones boast of
65000-color display, which makes not only the resolution but also the picture quality treat to the
eyes. Color screen phones are in major demand by the public, which accounts for at least 50% in
the survey conducted.
2. MMS (Multimedia Messaging Service) - With MMS, it is not only possible to send your
multimedia messages from one phone to another, but also from phone to e-mail, and vice versa.
This feature dramatically increases the possibilities of mobile communication, both for private
and corporate use.
3. Integrated Camera – The latest in-thing, mobile phones with in-built camera. These
phones serve the twin service of mobile and a camera. One can not only click but also store
photos and even send it to their near and dear ones. Camera phones accounted for at least 10%
respondents in the survey conducted.
4. Tri-Band – A tri-band facility is useful for people who are constantly going abroad as a tri-
band enabled handset let’s one access the network of another country also and also keeps you
connected with people back home.
5. Size/Weight – These days mobile handsets come in various shapes and sizes with different
weights. The needs and requirements of a customer differ from person-to- Person as some like
bigger sets with minimum weight whereas there are some who prefer lighter sets with lighter
weights.

6. Talk/Stand by Time – Customers do pay a lot of attention on talk/stand by time as they


want a mobile, which can last the longest. Companies often promise of talk time
Of 4-6 hrs on various handsets, but ultimately it’s the customer who has to decide and make the
best choice for him.
7. WAP (Wireless Application Protocol) – WAP let’s one access the Internet-based services
supported by your network, such as news, weather reports and flight timings etc, even when you
are mobile.

8. Battery – Every customer


wants his/her battery to last the longest and all mobile companies fight out promising that their
battery backup is the best. A mobile function on a battery and a cheap and sub-standard battery
always makes the customer vary of the companies’ products and services.

9. Mp3 Ring Tones – An mp3 ring tone is the next generation of ring tones that has better
sound quality than traditional monotone or a polyphonic ring tones. Mp3 ring tones sound great
and truly make your phone unique. Mp3 ring tones phones are in major demand by the
customers.
SWOT ANALYSIS
STRENGTH: -
A well established brand name helps in promoting a new range of products. MOTOROLA is a
Multinational Company based in South Korea, which is considered to be a technically advanced
country with advanced products to meet the requirement of target customers internationally.
The company has a wide range of products to suite the purse & the taste of various segments of
customers.
The company has a huge advertisement budget which helps in brand positioning & recall.
It has a well established sales network of more than 4000 dealers & branch offices around the
globe & the company makes such of its products available as are in demand in each particular
area.

WEAKNESS: -
• The company needs to evolve a comprehensive plan & strategy to make inroads into a part of
middle class & upper middle class.
• Lack of production centers in India makes the product costlier as most of the parts have to be
imported.
• Lack of R & D centers also makes it difficult to launch new products over here.

OPPORTUNITIES: -
• The present rate of growth of the Entertainment & Telecommunication Industry & a large
potential available in these areas provides excellent opportunity for the company to widen its
market.
• With the fast growing economy the pricing strategy needs to be tackled with care as it can
decide upon long term decisions of the company.
• Globalization is yet another opportunity, if failed effectively & promptly.

THREATS: -
It is natural that threats from the existing as well as new entrants will affect the present turnover
& Market share. The nearest competitors having the identical product range are the greatest
threat to the company.
CHAPTER 4
RECOMENDATIONS

• The company should try to reach maximum Consumers in INDIA by making distribution
channel more effective.

• The company should continue to work on the Strategy of T.Q.M (Total Quality Management)

• The MOTOROLA is a brand in itself and non-of the other brands are in a position to compare
with it in Quality, Reliability, Brand Image. Even then a number of other brands are entering
the market and are acquiring a good market share. The main reason behind it is that the
distributors of the company are not able to provide regular supply to the retailers in all the
areas.

• Consumers do not get satisfied with the promotional policies of the company. New
techniques of promotion is required to create awareness about the entire range of
MOTOROLA products
LIMITATIONS
• A small sample size of 50 customers was considered due to lack of time & resource
constraints.
• The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot say that the
same response will exist throughout India.
• With regard to uneducated customers it was difficult to get across to them all the features of
their respective mobile phones.

CONCLUSION
Hereby I can conclude from this research that Nokia has the maximum brand preference as
compared to other brands.

Most of the dealers are selling more than one brand. They sell different brands to gain more
volume & more availability to the customers. So dealer’s preference to push a particular brand to
the customer plays a major role in the mobile market.
According to the dealers advertising & promotional schemes along with other schemes also
affect the consumer’s willingness. Aggressive advertising put into effect for a long time in the
customers mind, which influence the people, are T.V, Newspapers & magazines.
Consumers prefer a MNC brand due to the quality & technological superior features. Consumers
also judge the after sale service availability of the company before purchasing a mobile.

BIBLIOGRAPHY
WEBSITES:
➢ Http://en.wikipedia.org/wiki/Motorola
➢ http://www.google.co.in/search?hl=en&q=motorola&meta=
➢ Http://www.motorola.com/content.jsp?globalObjectId=8592-11929
➢ http://www.fonearena.com/motorola-phones.html
COMPANY CATALOGUE & BROCHURES
➢ http://solutionscatalog.motorola.com/
➢ http://www.nesscoinvsat.com/invsat/default_product_page.asp?pageid=615

ANEXURE
QUESTIONNAIRE

Name: _________________________________
Age: _____yrs
Occupation: _______________

Q1. Are you using a mobile?


 Yes
 No
Q2. Which company handset are you using?
 Nokia
 Samsung
 Motorola
 Sony Ericsson
 Others

Q3. Are you satisfied?


 Yes
 No

Q4. Are you aware of the brand “Motorola”?


 Yes
 No

Q5. In what time you are thinking to change your handset or buying a new one?
 Within a week
 Within a month
 Within six months
 Within a year
Q6. To which handset will you move?
 Nokia
 Samsung
 Motorola
 Sony Ericsson
 Others

Q7. Where do you generally purchase your handsets from?


 Dealers
 Grey market
 Others

Q8. Do you think Motorola mobile phones are value for money?
 Yes
 No
Q9. What according to you is the most important additional feature that should be present in a
mobile phone?
 Integrated camera
 Bluetooth
 Mp3
 MMS
 Others
Q10. How important is after sales service in the mobile industry?
 Very important
 Important
 Average