Documentos de Académico
Documentos de Profesional
Documentos de Cultura
ON
ANALYSIS OF CUSTOMER
SATISFACTION WITH RESPECT TO
MOTOROLA MOBILE PHONES
SUBMITTED BY:
CERTIFICATE
2
ACKNOWLEDGEMENT
3
TABLE OF CONTENTS
4
• General Findings
Ch.7. Conclusion and Suggestions
Ch.8. Annexure
• Bibliography
• Questionnaire
5
EXECUTIVE SUMMARY
6
EXECUTIVE SUMMARY
7
INDUSTRY OVERVIEW
8
HISTORY OF MOBILE PHONES
9
In 1945, the zero generation (0G) of mobile telephones
was introduced. 0G mobile telephones, such as Mobile
Telephone Service, were not officially categorized as
mobile phones, since they did not support the automatic
change of channel frequency during calls, which allows
the user to move from one cell (the base station
coverage area) to another cell, a feature called
"handover".
10
The first "modern" network technology on digital 2G
(second generation) cellular technology was launched
by Radiolinja (now part of Elisa Group) in 1991 in
Finland on the GSM standard which also marked the
introduction of competition in mobile telecoms when
Radiolinja challenged incumbent Telecom Finland (now
part of TeliaSonera) who ran a 1G NMT network. A
decade later, the first commercial launch of 3G (Third
Generation) was again in Japan by NTT DoCoMo on
the WCDMA standard. Until the early 1990s, most
mobile phones were too large to be carried in a jacket
pocket, so they were typically installed in vehicles as
car phones. With the miniaturization of digital
components, mobile phones have become increasingly
handy over the years.
11
HISTORY OF CELLULAR TELEPHONY IN
INDIA
Cellular Telephony
12
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.
New Telecom Policy 2005
Telecommunications is now universally recognized as
one of the prime movers of the modern economy; hence
it's vital importance for a developing country like India.
The availability of adequate infrastructure facilities is
critical for acceleration of the economic development of
any country. In fact international studies have
established that for every 1% increase in tele-density,
there is a 3% increase in the growth of GDP.
13
Accordingly, the Government of India has accorded the
highest priority to investment and development of the
telecommunications sector.
Telecom requires very heavy investment and it was not
possible for the Indian Government to organize public
funding of this sector on such a massive scale. In fact
the national telecom Policy 1994, estimated a resource
gap of Rs. 23,000 crores to meet the telecom targets of
the eighth five-year plan of the Government of India
(1992-97).
It was for this reason to bridge the resource gap between
government funding and the total projected funds
requirement and to provide the additional resources to
achieve the nation's telecom targets that the
telecommunications sector was liberalized in 1992 and
the Government invited private sector participation in
telecommunications.
Cellular mobile services were one of the first areas to be
opened up to private competition. The whole country
was divided into the 4 metropolitan cities and 19
telecom circles, which were roughly analogous with the
States of India.
Cellular Licenses were awarded to the private sector -
first in the metropolitan cities of Delhi, Mumbai,
Kolkata and Chennai in 1994 and then in the 19-telecom
circles in 1995.
The first metro cellular network started operating in
August 1995 in Kolkatta.
14
INDUSTRY PROFILE
15
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.
16
MOTOROLA'S PROFILE
17
HISTORY
Motorola Inc. (NYSE: MOT) is an American
multinational communications company based in
Schaumburg, Illinois, a Chicago suburb.
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
18
products, including satellite systems, digital cable boxes
and modems.
SPINOFFS
19
On October 6, 2003, Motorola announced that it would
spin off its semiconductor product sector into a separate
company called Freescale Semiconductor, Inc.. The new
company began trading on the New York Stock
Exchange on July 16th of the following year.
20
MOTOROLA INDIA
21
PRODUCT PROFILE
1.MOTOROLA RAZR2 V8
• GENERAL:
1. NETWORK – GSM
850/GSM900/GSM
1800/GSM 1900
2. ANNOUNCED – MAY,
2007
• SIZE:
1. DIMENSIONS –
103*53*
11.9mm
2. WEIGHT – 117g
• DISPLAY:
1. TYPE –TFT, 256K COLORS
• DATA:
1.BLUETOOTH – YES
• FEATURES:
1.MESSAGING-SMS,EMS,MMS,INSTANT
MESSAGING
2.COLORS – DARK PEARL GRAY
3. CAMERA – 2 MP
22
2.MOTOROLA A1200
ALSO KNOWN AS MOTOROLA MING
• GENERAL:
1. NETWORK – GSM 850/GSM
900/GSM 1800/GSM 1900
2. ANNOUNCED – DECEMBER,
2005
• SIZE:
1. DIMENSION – 95.7*51.7*21.5 mm
2. WEIGHT – 122g
• DISPLAY:
1. TYPE – TFT
TOUCHSCREEN, 256K
COLORS
• DATA:
1. BLUETOOTH – YES
• FEATURES:
1. MESSAGING – SMS, EMS, MMS, INSTANT
MESSAGING
2. COLORS – BLACK, RED, SILVER
3. CAMERA – 2 MP
23
3.MOTOROLA KRZR K1
• GENERAL:
1. NETWORK – GSM
850/GSM 900/ GSM
1800/GSM 1900
2. ANNOUNCED – JULY,
2006
• SIZE:
1. DIMENSION – 103*42*16mm
2. WEIGHT – 102g
• DISPLAY:
1. TYPE – TFT, 256K
COLORS
• DATA:
1. BLUETOOH – YES
• FEATURES:
1.MESSAGING -SMS,EMS,MMS,E-MAIL
2. COLORS – COSMIC BLUE, SILVER SAIL
3.CAMERA-2MP
-
24
4.MOTOROLA ROKR E6
• GENERAL:
1. NETWORK - GSM 900/GSM
1800/GSM 1900
2. ANNOUNCED – DECEMBER,
2006
• SIZE:
1. DIMENSION – 111*51.5*14.5
mm
2. WEIGHT – 121 g
• DISPLAY:
1. TYPE – TFT TOUCHSCREEN, 256K COLOR
• DATA:
1.BLUETOOTH – YES
• FEATURES:
1. MESSAGING – SMS, EMS, MMS, E-MAIL, INSTANT
MESSAGING.
2. COLORS – BLACK
3. CAMERA – 2 MP
25
5.MOTOROLA RIZR Z3
GENERAL:
1.NETWORK – GSM 850/GSM
900/GSM 1800/GSM1900
2.ANNOUNCED – JULY, 2006
SIZE:
DIMENSION-106*46*16mm
WEIGHT-115g
DISPLAY:
TYPE- TFT, 256K COLORS
• DATA:
1. BLUETOOTH- YES
• FEATURES:
1. MESSAGING- SMS, EMS, MMS, E- MAIL, INSTANT
MESSAGING
2. COLORS- RED, BLUE, BLACK
3. CAMERA- 2MP
26
6. MOTOROLA RAZR V3i
GENERAL:
SIZE:
1.DIMENSION- 98*53*13.9mm
2.WEIGHT- 100g
• DISPLAY:
1.TYPE- TFT, 256K COLORS
• DATA:
1.BLUETOOTH- YES
• FEATURES:
1.MESSAGING- SMS, EMS, MMS, E-MAIL, INSTANT
MESSAGING
2.COLORS- SILVER QUARTZ
3.CAMERA- 1.23MP
27
7.MOTOROLA SLVR L9
GENERAL:
1.NETWORK-GSM 850/GSM
900/GSM 1800/GSM 1900
2.ANNOUNCED- FEBRUARY, 2007
• SIZE:
1.DIMENSION- 113*49*11.5mm
2.WEIGHT- 96g
• DISPLAY:
1.TYPE- TFT, 256K COLORS
• DATA:
1.BLUETOOTH- YES
• FEATURES:
1.MESSAGING- SMS, EMS,MMS,E-MAIL,INSTANT
MESSAGING
2.COLORS- BLACK
3.CAMERA- 2MP
28
8.MOTOROLA SLVR L7i
GENERAL:
1. NETWORK- GSM 850/GSM
900/GSM
1800/GSM1900
2. ANNOUNCED- OCTOBER, 2006
SIZE:
1. DIMENSIONS-113*49*11.5mm
2. WEIGHT- 96g
DISPLAY:
1. TYPE- TFT, 256K COLORS
DATA:
1. BLUETOOTH-YES
FEATURES:
1. MESSAGING- SMS,EMS,MMS,E-MAIL,INSTANT
MESSAGING
2. COLOR- BLUE
3. CAMERA- 1.3MP
29
9. MOTOROLA L6
ALSO KNOWN AS MOTOROLA V
280
GENERAL:
1.NETWORK- GSM 900/GSM1800/GSM
1900
2.ANNOUNCED- 2005
SIZE:
1.DIMENSIONS- 113*49*10.5mm
2.WEIGHT- 86g
DISPLAY:
1.TYPE- CTN,65K COLORS
DATA:
1.BLUETOOTH- YES
FEATURES:
1.MESSAGING- SMS,EMS,MMS.INSTANT
MESSAGING
2.COLORS- SILVER
3.CAMERA- VGA
30
10.MOTOROLA W220
GENERAL:
1. NETWORK- GSM 900/GSM 1800
2. ANNOUNCED- FEBRUARY, 2006
SIZE:
1. DIMENSIONS- 95*46*16.7mm
2. WEIGHT- 93g
DATA:
1. BLUETOOTH- NO
• DISPLAY:
1. TYPE- CSTN, 65K COLORS
FEATURES:
1. MESSAGING- SMS,EMS,MMS
2. COLORS- SILVER BLACLK
3. CAMERA- NO
31
11. MOTOROLA W375
GENERAL:
1. NETWORK- GSM 900/GSM
1800/GSM1900
2. ANNOUNCED- JUNE, 2006
SIZE:
1. DIMENSIONS- 99*45*18.6mm
2. WEIGHT- 88g
DISPLAY:
1. TYPE- TFT, 65K COLORS
DATA:
1. BLUETOOTH- NO
FEATURES:
1. MESSAGING- SMS,EMS,MMS
2. COLORS- CANNON GRAY,LUSTROUS
SILVER,MANDARIN ORANGE
CAMERA- VGA
32
MAJOR FEATURES THAT A CUSTOMER
LOOKS FOR IN A MOBILE
33
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 fro 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 himself.
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.
34
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
functions on a battery and a cheap and sub-standard
battery always makes the customer vary of the
companies products and services.
9.Polyphonic Ring Tones – A polyphonic ring tone is
the next generation of ringtones that has better sound
quality than traditional monotone ringtones. Polyphonic
ring tones sound great and truly make your phone
unique. Polyphonic ring tones phones are in major
demand by the customers and accounted to nearly 20%
respondents according to the survey conducted.
35
MARKET SHARE OF MOTOROLA
36
are getting a lot of traction in the low-end market. One
of our focus areas for 2007 is building a retail
presence.”
Motorola has tied up with top five Indian carriers such
as Airtel, BSNL and Hutch to offer handsets to
customers.
37
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.
38
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.
Globalisation is yet another opportunity, if failed
effectively & promptly.
THREATS
It is natural that threats from the existing as well as new
entrants will effect the present turnover & Market share.
The nearest competitors having the identical product
range are the greatest threat to the company.
39
RESEARCH METHODOLOGY
40
STATEMENT OF OBJECTIVES
41
RESEARCH INSTRUMENT
TYPE OF DATA
• PRIMARY DATA
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 objective.
• SECONDARY DATA
Secondary data sources like catalogue of the
company, product range book of the company &
various internet sites such as Motorola ezbuy.com &
google.com have been used.
42
DATA REPRESENTATION TOOL
SAMPLE SIZE
AREA OF STUDY
43
LIMITATIONS
44
MARKETING STRATEGIES OF
MOTOROLA – AN EFFORT TO
BRING HIGH LEVEL OF
CUSTOMER SATISFACTION
45
The Marketing Mix - (The 4 P's of Marketing)
Marketing decisions generally fall into the following
four controllable categories:
• PRODUCT
• PRICE
• PLACE (DISTRIBUTION)
• PROMOTION
46
THE MARKETING MIX
PRODUCT DECISIONS
• Styling
47
• Quality
PRICE DECISIONS
• Price flexibility
• Price discrimination
• Warehousing
• Distribution centers
• Transportation
48
PROMOTION DECISIONS
• Advertising
• Sales promotions
49
Product
Motorola is known around the world as an
innovator and leader in wireless and broadband
communications. They are committed to help us
get and stay connected simply and seamlessly to
the people, information and entertainment you
want and need. They 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. Learn more about our three primary
business units in the links below:
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.
50
Price
These are various prices of the various products of Motorola phones :
Place
51
Motorola has joined forces with Bharti Teletech Ltd. to
establish a strategic relationship that extends Motorola’s
reach across metros, cities and to the smallest towns in
India.
52
keeping with its focus on service, sale of all handsets will
be covered by Motorola’s robust after-sales support.
53
Motorola's Flagship Stores are designed with one
mission: to help people understand and realize the full
potential of Motorola products. And we have seen that
when they do that, they are more likely to buy our
products and more likely to be happy customers.
Promotion
54
NO DOUBT THAT the products from the Finnish
company, Nokia, are some of the very best in the
world, but the company still hasn’t found a
profitable way to market its goods. The very
reason that other mobile phone companies are
fast eating up Nokia’s market share is their
superior (yet simple) marketing practices.
55
are selling like hot cakes. Just by reading the
name of the handset, one gets a broad idea what
the phone looks like or what its features are.
56
significant and exciting market for Motorola where our
relentless attention to our customers and razor sharp
focus is enabling us to bring customers and consumers
not only high quality products but also innovative and
unique services and brand collaborations. Abhishek is a
stylish and sophisticated actor who appeals to all
segments of the Indian society - young and old, urban
and rural, fashion conscious and the intelligentsia. With
this collaboration, I am absolutely confident that our
partnership will be mutually beneficial in ensuring our
continued success while keeping our customer interests
centre-stage.”
57
FINDINGS AND ANALYSIS
58
Findings Based on Questionnaire
YES 96
NO 4
120
96
100
80
60 Series1
40
20
4
0
YES NO
59
2. Bar graph showing the consumption of different
brands of mobile phones.
NOKIA 63
MOTOROLA 17
SAMSUNG 10
SONY ERICSSON 7
OTHERS 3
70 63
60
50
40
Series1
30
20 17
10
10 7
3
0
NOKIA MOTOROLA SAMSUNG SONY OTHERS
ERICSSON
The above graph displays that Nokia phones are
consumed by more than 60% people i.e., 63%.Followed
by Motorola which is 17%,Samsung is consumed by 10
people out of 100 , 3 people uses Sony Ericsson and the
rest consumes other brands of mobile phones.
60
3. Graph showing awareness of Motorola mobile
phones
YES 100
NO 0
120
100
100
80
60 Series1
40
4.
20
0
0
YES NO
61
4.Graph showing purchase of Motorola mobile
phones
YES 37
NO 63
70
63
60
50
40 37
Series1
30
20
10
0
YES NO
62
PRICE 37%
FEATURES 15%
LOOKS 41%
AVAILABILITY 7%
45% 41%
40% 37%
35%
30%
25%
Series1
20%
15%
15%
10% 7%
5%
0%
PRICE FEATURES LOOKS AVAILABILITY
PRICE 17%
63
FEATURES 32%
RE-SALE VALUE 39%
CAN'T SAY 12%
45%
39%
40%
35% 32%
30%
25%
Series1
20% 17%
15% 12%
10%
5%
0%
PRICE FEATURES RE-SALE VALUE CAN'T SAY
NOKIA 60
MOTOROLA 20
SAMSUNG 9
SONY ERICSSON 8
OTHERS 3
64
70
60
60
50
40
Series1
30
20
20
9 8
10 3
0
NOKIA MOTOROLA SAMSUNG SONY OTHERS
ERICSSON
65
FM RADIO 23%
GPS 37%
DUAL SIM SYSTEM 29%
CAN'T SAY 11%
40% 37%
35%
29%
30%
25% 23%
20% Series1
15%
11%
10%
5%
0%
FM RADIO GPS DUAL SIM CARD CAN'T SAY
YES 63%
NO 37%
66
70%
63%
60%
50%
40% 37%
Series1
30%
20%
10%
0%
YES NO
HIGH 18%
REASONABLE 47%
67
LOW 35%
50% 47%
45%
40%
35%
35%
30%
25% Series1
20% 18%
15%
10%
5%
0%
HIGH REASONABLE LOW
YES 85%
NO 15%
68
90% 85%
80%
70%
60%
50%
Series1
40%
30%
20% 15%
10%
0%
YES NO
GENERAL FINDINGS
70
The Market Leader Nokia appeared to hold 60
percent market share followed by Motorola
(14percent), Samsung (11 percent),Sony Ericsson
(9percent) and other (6 percent).
71
CONCLUSIONS &
SUGGESTIONS
72
CONCLUSION
73
SUGGESTIONS
74
ANNEXURE
75
BIBLIOGRAPHY
BOOKS:
WEBSITES:
• http://www.gsmarena.com
• http://www.motorola.com
• http://www.google.com
• http://www.trai.com
76
QUESTIONNAIRE
Name: ……………………………………………
Age: ………………
Occupation : ……………………………………
a) Yes b) No.
a) Motorola b) Nokia
e) Others
a) Yes b) No.
a) Yes b) No
77
Q5. If yes, then why Motorola?
a) Price b) Features
c) Looks d)Availability
a) Price b) Features
a) Motorola b) Nokia
e) Others
a) Fm radio b) Gps
78
Q9. Are you satisfied with the after sales services
provided by the Motorola company?
a) Yes b) No
a) Yes b) No
a) Yes b) No
c) Not certain
79