Motorola Minor

INTRODUCTION
Bhai Parmanand Institute of Business Studies
10
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In todays information age, the telecommunication industry has a vital role to

play. Today India stands as the second-largest telecommunications market in
the world. Considered as the backbone of industrial and economic
development, the industry has been aiding delivery of voice and data
services at rapidly increasing speeds, and thus, has been revolutionising
human communication.
In this field Motorola is one of the leading telecomunication company

globally.
As
everybody
knows
Mototrola
is
world
renowned
company
in
telecommunication. In india also it has established its feet and enjoying its
position not less than a leader. It is only because of its successful strategies
for marketing its products.
Before it was a international telecommunications giant, Motorola was the

name of a car radio. The moniker was an amalgam of sorts, the "motor"
pulled from "motorcar" paired up with "-ola," to signify sound. The Motorola
car radio was released by the Galvin Manufacturing Corporation in 1930, two
years after the company's founding in Chicago, kicking things off with a
battery eliminator, aimed at letting battery-powered home radios run off of
household electricity. The company was launched by two brothers, Joseph
and Paul Galvin, the latter of whom reportedly bestowed the car radio with its
soon-to-be-famous name.
The same year it was released, the Motorola became Galvin's first
internationally sold product -- albeit on a fairly small scale, moving two units
in Mexico City. Not an epic feat by any stretch, sure, but companies rarely
become multinational presences overnight. In 1947, the company dropped
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the name of its founders in favor of a punchier moniker borrowed from its
early car stereo -- a name that meant "sound in motion," according to the
company line. A fitting switch, in light of the Galvins' embrace of all things
radio, including models for the home, police cruisers and two-way units like
the Handie-Talkie, which would be put to use on the battlefields of WWII. The
company wouldn't adopt the now familiar "M" Motorola logo for nearly
another decade, favoring a decidedly less iconic, cursive font for the time
being.
Motorola even flirted with an early version of the car phone in 1946,
developing the Car Radiotelephone for Illinois Bell. Newly rechristened, the
company found more success with 1947's Golden View Television, a seveninch set that sold at a reasonable $190. In the '60s, the company would go
cordless with the 19-inch Astronaut TV, offer up color tubes and cap off the
decade with another large leap -- providing radio technology for Apollo 11's
moon landing.
In 1973, Motorola took some major steps toward the technology that would
define it in the decades to come, showing off the DynaTAC and
demonstrating the phenomenon of cellular telephones to the world. It wasn't
until 1984 that the brick-sized phone would actually start making its way into
the hands of consumers. The 80s also saw the development of Six Sigma, a
quality control strategy aimed at nearly error-free products. By the end of the
decade, the MicroTAC hit the market, dropping down the size and weight a
good deal and shifting toward a flip phone form factor. That handset was
succeeded in 1996 by the truly iconic StarTAC, a (relatively) tiny, "wearable"
handset that popularized the clamshell design and brought the vibrate option
over from the pager side of Motorola's business
On January 5, 2011, Motorola Inc. was split into two publicly traded
companies. Motorola Solutions took on the company's enterprise-oriented
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business units, while the remaining consumer division was spun off to form
Motorola Mobility. Motorola Mobility consisted of the Mobile Devices
business, which produced smart phones, and the Home business, which
produced set-top boxes, end-to-end video solutions, and cable modems. On
August 15, 2011, Google announced that it would acquire Motorola Mobility
for $12.5 billion, pending regulatory approval. Critics viewed Google as being
a white knight, since Motorola had recently had a fifth straight quarter of
losses. Google planned to operate Motorola as an independent company. In
a post on the company's blog,
Google CEO and co-founder Larry Page revealed that Google's acquisition of
Motorola Mobility was a strategic move to strengthen Google's patent
portfolio; at the time, the company had 17,000 patents, with 7,500 more
patents pending. The expanded portfolio was to defend the viability of its
Android operating system, which had been the subject of numerous patent
infringement lawsuits between device vendors and other companies such as
Apple, Microsoft and Oracle.
Motorola had another giant hit on its hands with 2004's RAZR, pushing the
boundaries of cell phone size -- and fashion -- yet again, becoming the bestselling clamshell ever made. By the end of decade, Motorola had shifted its
focus to Google's Android, in a bid to get on-board with the smartphone
explosion set off by the iPhone and its ilk. The company attempted to put its
stamp on the mobile operating system with the MotoBlur skin, much to
chagrin of users and critics. In October 2009, the company bucked the trend
away from physical keyboards with the release of the Droid, an Android 2.0
slider with a Lucasfilm-licensed name that Motorola would borrow for a slew
of subsequent handsets.
The company kicked off 2011 with a rift. After years of discussions, it was
split into two parts:Motorola Solutions, an enterprise- and government-facing
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wing, and Motorola Mobility, specializing in handsets and set-top boxes. In

August of last year, Google announced that it would be acquiring Mobility for
around $12.5 billion , a deal that would close nearly nine months after it was
first made public.
On November 17, 2011, Motorola announced that its shareholders voted in

favour of the company's acquisition by Google for $12.5 billion. The deal
received regulatory approval from the United States Department of Justice
and the European Union on February 13, 2012. The deal received
subsequent approval from Chinese authorities and was completed on May
22, 2012. Alongside the completion of the acquisition, Motorola Mobility's
CEO Sanjay Jha was replaced by Dennis Woodside, a former Senior Vice
President at Google.
On August 13, 2012, Google announced that it would cut 4,000 employees
and close one third of the company's locations, mostly outside the United
States.
On December 19, 2012, it was announced that Arris Group would purchase
Motorola Mobility's cable modem and set-top box business for $2.35 billion in
a cash-and-stock transaction.
In May 2013, Motorola opened a factory in Fort Worth, Texas, with the intent
to assemble customized smart phones in the United States.
At its peak, the factory employed 3,800 workers. On April 9, 2014, following
the departure of Woodside, lead product developer Rick Osterloh was named
the new president of Motorola.
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Under Google ownership, Motorola's market share would be boosted by a

focus on high-quality entry-level smart phones, aimed primarily at emerging
markets; in the first quarter of 2014, Motorola sold 6.5 million phonesled by
strong sales of its low-end Moto G, especially in markets such as India, and
in the United Kingdomwhere the company accounted for 6% of smart
phone sales sold in the quarter, up from nearly zero. These goals were
compounded further by the May 2014 introduction of the Moto Ea low-end
device aimed at first-time smart phone owners in emerging market. In May
2014, Motorola announced that it would close its Fort Worth factory by the
end of the year, citing the high costs of domestic manufacturing in
combination with the weak sales of the Moto X (which was customized and
assembled at the plant) and the company's increased emphasis on low-end
devices and emerging markets.
On January 29, 2014, Google announced it would, pending regulatory
approval, sell Motorola Mobility to the Chinese technology firm Lenovo for
US$2.91 billion in a cash-and-stock deal, seeing the sale of $750 million in
Lenovo shares to Google. Google retained the Advanced Technologies &
Projects unit (which was integrated into the main Android unit), and all but
2000 of the company's patents. Lenovo had prominently disclosed its intent
to enter the U.S. smart phone market, and had previously expressed interest
in acquiring Blackberry, but was reportedly blocked by the Canadian
government due to national security concerns. Lenovo's CEO Yang Yuanqing
stated that "the acquisition of such an iconic brand, innovative product
portfolio and incredibly talented global team will immediately make Lenovo a
strong global competitor in smart phones".
The acquisition was completed on October 30, 2014. The company will
remain headquartered in Chicago, and continue to use the Motorola brand,
but Liu Junpresident of Lenovo's mobile device business, became the
company's chairman.
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On January 26, 2015, owing to its new ownership, Motorola Mobility relaunched its product line in China with the local release of the second
generation Moto X, and an upcoming release of the Moto G LTE and Moto X
Pro (a re-branded Nexus 6) in time for Lunar New Year.
On July 28, 2015, it was announced the next generation of Moto G and Moto
X. This was the first generation of Motorola Mobility devices, since the
acquisition of Motorola Mobility by Lenovo. The Moto G was updated with
higher end features. The Moto X was differentiated into two devices known
as the "X Style" and the "X Play."
Lenovo has encouraged Motorola to adopt a strategy of undercutting its

competitors' prices while offering superior hardware. In the United States,
where phones are usually sold locked and subsidized by mobile carriers,
Motorola is selling the Moto X for US$399 with no carrier lock and no
subsidies. Motorola devices are sold with stock versions of Android. Lenovo
has adopted a "hands-off" attitude towards design. Jim Wicks, Motorola's
head designer said, "Google had very little influence and Lenovo has been
the same."
In August 2015 Lenovo announced that it would merge its existing smart
phone division (including design, development and manufacturing) into the
Motorola Mobility unit, though the company would continue to sell models
under both the Motorola and Lenovo branding. This announcement came in
addition to a 3,200 personnel job cut across the entire company.
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Motorola Mobility is an American mobile device computer technology

company, headquartered in Chicago, Illinois, United States. The company
was formed on January 4, 2011 by the split of Motorola Inc. into two separate
companies; Motorola Mobility took on the company's consumer-oriented
product
lines,
including
its mobile
phone business
and
its cable
modems and set-top boxes for digital cable and satellite television services,
while Motorola Solutions retained the company's enterprise-oriented product
lines. It is a subsidiary of the multinational personal computer and mobile
device maker Lenovo.
The company primarily manufactures smart phones and other mobile devices
running the Android operating system developed by Google Inc. in August
2011, only several months after the split, Google announced that it would
acquire Motorola Mobility for US$12.5 billion. Google's stated intent for the
purchase was to gain control of Motorola Mobility's portfolio of patents, so it
could adequately protect other Android vendors from lawsuits. The deal
closed in May 2012, after which it also sold its cable modem and set-top box
business to Arris Group. Under Google ownership, Motorola Mobility
increased its focus on the entry-level smart phone market, introduced one of
the first Android Wear smart watches, and also began development
on Project Ara, a platform for modular smart phones with interchangeable
components.
In our study our main objective is to reflect our attention on the position to
analyse the marketing strategy of Motorola.
It gives me great pleasure to acknowledge my in deftness to all of those who
have helped me in completing this project and bringing it out in its present
form. I am very thankful to my superior under whose kind supervision and
able guidance this project is completed
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The Comeback of Motorola
Motorola isn't alien to India. Before the iPhone madness, Motorola with its
Razr series ruled the market. Even with Android, Motorola smartphones were
fairly popular and they did offer some innovative features like BackFlip. When
Google acquired this popular brand, Motorola wrapped up its handset
business and exited the market. But a team was still based out of the country.
Motorola has now made a strong comeback to India, in its unique way.
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Back with a Bang

Last year, when Motorola was a Google company, it announced a couple of
Android handsets. The Moto G and the Moto X were an instant hit abroad.
With Moto X, the company launched the Moto Maker, which made it special.
It allowed customers in America to choose the back panel and the storage,
which made it specially customised for them.
All this while, we longed for these phones to come to India too. Finally, in
February this year, Motorola made a comeback and that too with a bang. The
company launched its popular Moto G first. The day it got launched in India,
the news of Lenovo acquiring Motorola's hardware business was also
announced. With all the speculation, the Moto G came and sold like hot
cakes. Within an hour of going on sale at midnight, 20,000 units were sold
out on Flipkart. This success pushed Motorola to get its Moto X into the
market. While the company introduced this phone, it only got in a few
variants of the back cover and not the Moto Launcher.
With just two smart phones in its Indian portfolio, the third launch was a
special one. To announce the launch of Moto E, Motorola had organised
press conferences in a few selected countries and the phone was unveiled to
the world for the first time in India.
Clever Moves
When Motorola re-entered India, the market was dominated by domestic
handset manufacturers. Consumers had plenty of options but not many from
the global players. Motorola was aggressive with its pricing and it stirred the
market. The Moto G was an instant best seller. After the success of the Moto
E, all the competition, including global players such as HTC and Sony, rolled
out low-cost handsets. Motorola preferred e-commerce site Flipkart over
offline retail and the strategy worked. Within five months, Motorola claims to
have sold more than a million smart phones in India.
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The Glitch
The success story had a downside, too. While the company was doing
amazingly well, some shipments of Moto G had some issues. In June, many
users complained about receiving units that would not register on the carrier
network. Motorola was active enough to replace the units and fix the issues.
The company quickly responded to the customers on the Motorola fan page
on Facebook. While the company said that the issue was resolved, some
customers were still receiving faulty units. But then, that happens with all the
companies. At least, Motorola is active enough to respond to the customers.
Google or Lenovo?
While everyone welcomed Motorola's comeback to the country, a couple of
questions come to mind. Is Motorola now a Google company or part of
Chinese PC maker Lenovo? Who will take care of after-sales service?
Recently, at a meeting with Lenovo, I asked these questions to company
officials. The response was simple. At this moment, Motorola is a Google
company. After the acquisition is complete, Motorola will be under Lenovo.
But as of now, no one knows the timeline for the same.
Smart Devices:
Moto E:
The most affordable of the lot. It has sparked a fire in the low-cost smart
phone space. It might not be the best device in its segment but is worth
considering.
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Moto G:
The most popular of them all, though some buyers complained about
receiving a dead unit while others faced network issues. Motorola has quickly
fixed these problems. This is among the best budget phones available.
Moto X:
It dominates the phone segment priced below Rs 25,0000. Some users
complained about the dual core processor, but there isn't any lag in
performance. It also features unique features such as Ok and Google Now.
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Products of Motorola
This is a list of best selling Motorola phones.
Motorola is a multinational company that
manufactures telecommunications and electronics
products.
Moto E
Moto G
Moto X
Nexus 6
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MOTO E
The Moto E is an Android smart phone developed and manufactured by

Motorola Mobility, released in the wake of its successful Moto G. The Moto E
is an entry-level device that is intended to compete against feature phones by
providing a durable, low-cost device for first-time smart phone owners or
budget-minded consumers, with a particular emphasis on emerging markets.
The device was unveiled on May 13, 2014, and made available at online
retailers in India and the United States the same day. In India, the release of
the Moto E was met with similarly high demand to that of the Indian release
of the Moto G, and crashed the website of Flipkartthe online retailer
marketing the device in the country.
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The Moto E was succeeded by the Moto E (2nd generation) in February

2015.
Development
The Moto E was designed to specifically compete against feature phones in
emerging markets; according to Charlie Tritschler, Motorola's senior vicepresident of products, the Moto E's goal is to "end the feature phone", and
the device is primarily targeted towards "people who have been on the edge
for a while but just didnt think they could afford a smart phone." The Moto E
carries on from the entry-level Moto G, which it released in late-2013; the
Moto G was a major success for the companywho had been acquired by
Google Inc. in 2012, and was in the process of being sold to Lenovo as of
January 2014. In the first quarter of 2014, Motorola sold 6.5 million phones
a number led by strong sales of the Moto G, especially in markets such as
the United Kingdomwhere the company accounted for 6% of smart phone
sales sold in the quarter, up from nearly 0.
However, sales of the Moto G was also notably large in the emerging market
of India; Magnus Ahlqvist, vice president of Motorola's EMEA division,
estimated that between 65 to 70% of users in India still used feature phones.
In February 2014, Motorola had partnered with the online retailer Flipkart to
be the exclusive retailer of the Moto G in India, marking its first release in the
country since 2012. The website's original stock of 20,000 units sold out
within hours, and it sold 247,000 Moto G units in just two months, ranking as
the 12th highest-selling smart phone in the country for the first quarter of
2014.
Trischler noted that durability was a key selling point in emerging markets,
specifically citing the device's use of Gorilla Glass 3, an anti-smudge screen
coating, and a similar splash proof coating to the Moto Gwhich he also
noted were attributes that are not normally seen in such low-end products.
The company also emphasized its efforts to reduce the cost of constructing
the phoneexpanding upon those used by the Moto G. Tritschler stated that
these measures must be designed "...[right] into the product; you cant just
cut the price." Overall, the Moto E is 40% cheaper than the Moto G. The
version of Android shipped on the device, 4.4.2 "KitKat", contains a number
of changes designed to optimize the operating system for low-end devices
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such as the Moto G and E. To emphasize the device's performance, Motorola

argued in a demonstration that the Moto E was slightly faster than the highend Samsung Galaxy S4 at performing basic tasks such as launching certain
apps (such as the camera and web browser) and going back to the home
screen from an app.
Release
The Moto E was unveiled on May 13, 2014. India was one of the first
countries where the Moto E was released; the device was released
exclusively by Flipkart, where it retailed for 6999 (US$110) without a
contract. Upon its launch at midnight local time, demand for the device was
so high that the resulting surge in orders caused the website to crash. The
device was also released online through Motorola's website in the United
States and in the United Kingdom. The Moto E is to be released in other
markets, such as Brazil, Canada, Mexico, and Spain.
Specifications
The Moto E's build and design is similar to that of the Moto G, with a
"splashproof" coating, curved backing, and a front-mounted speaker below
the screen. The device is available in either black or white front colors, and
has an interchangeable rear cover with different color options. It features a
4.3 inches (11 cm) IPS qHD display, coated with Gorilla Glass 3. The device
uses a dual-core 1.2 GHz Qualcomm Snapdragon 200 processor, and
includes 1 GB of RAM. The Moto E has 4 GB of internal storage, which can
be expanded up to 32 GB with a MicroSDHC card. The Moto E only supports
up to 3G connectivity, and is available in a dual SIM model in selected
markets. The device includes a non-removable 1980 mAh battery, which
Motorola touted as having "all-day" battery life.
The Moto E features a 5-megapixel rear-facing fixed-focus camera; the

device does not include a flash or a front-facing camera.
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The Moto E ships with a stock version of Android 4.4 "KitKat". Several
Motorola-specific apps are included, including Assist, as introduced by the
Moto X, which automatically enable or disable certain modes, such as
silencing the ringer or auto replying to text messages, depending on certain
scenariossuch as when a user is in a meeting as determined by their
calendar, or driving. The Moto E also includes a new "Alert" app, which
allows users to notify others of their location. Motorola has committed to
upgrading the Moto E to the next major release of Android following its
release. Motorola released the Android 5.1 Lollipop update for the Moto E in
July 2015.
MOTO G
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Moto G is an Android smart phone developed and manufactured by Motorola

Mobility. Unveiled on 13 November 2013, the phone was initially aimed at
emerging markets, although it is also available in developed markets as a
low-price option.
After six months on the market, the Moto G became Motorola's best-selling
smart phone ever, and was the top selling phone in Mexico and Brazil.
The Moto G was succeeded by the second generation Moto G in September

2014 and the Moto G (3rd generation) in July 2015.
Specifications
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The phone features a 4.5 inch LCD IPS screen, the Android 4.3 "Jelly Bean"
operating system and a Qualcomm Snapdragon 400 quad-core processor
clocked at 1.2 GHz, paired with the ADRENO 305 GPU running at 450 MHz
clock speed.
The phone is closely related to the MOTO X that was released three months
prior, although there are some key differences despite their similar
appearances. The Moto G is not able to have active notifications, quick
capture, and touchless control like the Moto X due to the Moto X using a
special processor that would be cost-prohibitive for the Moto G. In addition,
the Moto G has a removable back cover so that users can customize the
phone in whatever color they want, the opposite of the Moto X's sealed back
that is held on with an adhesive.
The original Moto G did not support LTE, due to the standard's lack of
adoption in emerging markets. On 13 May 2014, Motorola unveiled an
updated variant of the phone, the Moto G LTE, which added LTE support, a
gyroscope, and a Micro SD card slot which is compatible with cards up to
32 GB. Some early problems with speed class 10 cards have been solved
with the latest Android version 4.4.4. By January 2015 the Android
Lollipop 5.0.2 OTA update started rolling out and September 2015 Android
Lollipop 5.1 version roll out in India. As of March 2015, Motorola has been
slowly upgrading handsets. Motorola started releasing Android 5.1 Lollipop
OTA update for Google Play Edition on April 2, 2015. UK 5.1 Lollipop update
started June 12, 2015. Indian version has also been updated to 5.1.
Availability
The Moto G was released first in Brazil and some parts of Europe. It was
released in Canada and United States on 22 November 2013 and 2
December 2013 respectively. In India Moto G was the comeback phone for
the company's Indian subsidiary. It used the unique strategy of selling via
only a single e commerce player namely Flipkart; this proved to be a major
success.
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The Moto G Google Play edition is a global GSM model available unlocked
from Google Play. In the United States, the Moto G is available for Verizon,
Republic Wireless, Boost Mobile, Sprint (Sprint Prepaid), Cricket Wireless,
U.S. Cellular, StraightTalk and Consumer Cellularcustomers. Moto G was
released in India on 6 February 2014 in an exclusive deal with Indian ecommerce company Flipkart.
3G Variants
Version
Description
Alternate Designations
XT1031
United States (CDMA Version)
XT1028 for Verizon, XT937C for TracFone
XT1032
Global GSM (UMTS Single SIM)
XT1008 for Moto G Forte
XT1033
Colombia, UK (UMTS Dual SIM)
XT1035 on FCC
XT1034
US GSM (AWS Version)
XT939G for TracFone
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LTE variants
Versio
Region
XT1039
LTE bands
EU, UK, Spain, Germany, Australia,
1, 3, 7, 8, 20 (800, 900, 1800, 2100,
Brazil
2600 MHz)
XT1040
Latin America, Canada, Brazil
XT1042
Argentina, United States
XT1045
Colombia, United States
2, 4, 5, 17 (700, 850, 1700, 1900 MHz)
MOTO G 2nd Generation

Motorola launched the second generation edition of the Moto G (without LTE)
in September 2014, around ten months after the release of the first
generation Moto G.
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MOTO X
Moto X is an Android smartphone developed and manufactured by Motorola

Mobility. Released in August 2013, it was among the company's first new
products after its acquisition by Google in 2012. Initially developed as the "X
Phone", Moto X was primarily aimed at mainstream consumers,
distinguished by features taking advantage of voice recognition and
contextual awareness, the ability for users to custom-order the device in their
own choice of color options, and emphasizing the fact that the phone had
final assembly completed in the United States.
Moto X was met with mostly positive reviews, with particular praise towards
its hardware design, Motorola's new approach to customizing Android, along
with its suite of contextual features, and the influence of its "mainstream"
targeting on its overall performance, user experience, and battery life. Its
camera, while praised for its user interface, was criticised for inconsistent
image quality (later updated with an OTA software patch), and lack of certain
advanced features for the sake of simplicity.
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The Moto X was succeeded by the second generation Moto X on September

5, 2014, and the third generation Moto X Style and Play family, announced
on July 29, 2015.
Development
On August 15, 2011, Google announced its intent to acquire Motorola
Mobility for $12.5 billion; At the time, Motorola had its fifth straight quarter of
losses, and Google also wanted to have access to the company's portfolio of
17,000 issued patents as a means of defending its Android mobile operating
system. Following the closure of the acquisition in 2012, rumors began
circulating that Google and Motorola were developing a device known
internally as the "X Phone", which would be the company's next flagship
device. Reports indicated that the device was to have a focus on unique
functionality in an effort to compete against Apple and fellow Android vendor
Samsung, and that the company had experimented with curved screens and
ceramics as possible hardware aspects.
While Motorola's new CEO Dennis Woodside declined to comment directly

on the X Phone project, he did mention that the company now had the
"resources to do big things" because of its acquisition by Google and that
Motorola was "investing in a team and a technology that will do something
quite different than the current approaches."
At a press conference hosted by All Things in May 2013, Woodside publicly

teased a new Motorola device known as Moto X. Although Woodside did not
present the device (which he claimed was in his pocket), he did reveal that
Moto X would be "contextually aware", and had two special processors which
would allow it to do so while maintaining sufficient battery life. Woodside also
announced that the phone would be designed and manufactured in a factory
outside of Fort Worth, employing 2,000 people, and would be released by
October 2013. Later details revealed that the phone would be available
across all four national carriers in the United States, and that Motorola
planned to spend $500 million on marketing Moto X.
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The device was designed to appeal to mainstream users as determined by

focus groups and surveys, with a focus on unique functionality and ensuring
long battery life as opposed to a focus on reaching high-end specifications.
Motorola design head Jim Wicks stated that Moto X was "really not about
being intimidating and tech, it's really about being human and comfortable."
Moto X was revealed publicly for the first time during a press event on August
1, 2013, where it was announced that the device would be released by all
major U.S. carriers, while Rogers Wireless later announced it would
exclusively sell the device in Canada.
Motorola specifically stated that it would only release the device in North
America, and had "[no] immediate plans" to release it in areas such as
Europe, although the company hinted that it had "exciting plans" for a
separate device tailored to the European market (Motorola later announced
the entry-level Moto G (1st generation) in November 2013 with a broad
international release). However, in January 2014, Motorola announced that it
would soon release the phone in France, Germany, and the United Kingdom.
In particular, Motorola scheduled a British release for February 1, 2014. The
Moto X began retailing in India on March 19, 2014.
A "Developer Edition" with an unlockable bootloader was released in lateSeptember 2013.[16] On September 19, 2013, Republic Wireless announced
that they would offer Moto X without a service contract at a significantly lower
price compared to the Developer Edition and other models sold without a
contract.
In May 2014, Motorola ultimately announced that it would wind down

operations at the Fort Worth plant due to the high costs of domestically
producing high-end smartphones like the Moto X at it in relation to the
device's overall sales. The decision was unrelated to an announcement
earlier in the year that Motorola Mobility would be acquired by the Chinese
company Lenovo Group.
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Specifications
Hardware
Moto X back cover
Moto X uses a polycarbonate-based construction with a slightly rounded rear.
The device is powered by a chipset branded as the X8 Mobile Computing
System, which consists of a dual-core, 1.7 GHz Qualcomm Snapdragon S4
Pro system-on-chip with a quad-core Adreno 320 GPU, a custom-designed
Natural Language Processor core and Contextual Awareness Processor core
(for a total of 8 cores), and 2 GB of RAM. It uses a 4.7-inch 720p Super
AMOLED display; Wicks referred to the size as a "sweet spot" for phone
displays, and argued that using a 1080p display like other recent high-end
phones "would just suck battery and nobody would know the difference." The
display is covered with Corning Gorilla Glass 3 for scratch resistance. The
device includes a non-removable 2200 mAh battery, which Wicks claimed
could achieve full-day battery life. The device also includes a 10 megapixel
camera with "Clear Pixel" technology that the company claimed could take in
75% more light, improving performance in low-light conditions. The device is
available with either 16 or 32 GB of non-expandable storage.
Moto Maker
Users can custom-order their Moto X through an online service known as
Moto Maker; which allows users to choose between black and white colors
for the front of the device, 26 color or 4 real wood options for the rear cover,
10 colors for "accents" (including the camera ring and bezel buttons), the
option of a custom engraved message on the rear cover, 16, 32, or 64 GB of
storage, custom text on boot-screen, and to pre-configure the device's
Google account and wallpaper. Devices customized through Moto Maker are
shipped within 7 days of purchase. On launch, Moto Maker was only made
available to those purchasing the device through AT&T, with all other carriers
only carrying the device in black and white versions.
35
On November 11, 2013, Moto Maker became available to Sprint, T-Mobile,

and Verizon customers. On December 17, 2013, the bamboo wood rear
cover option was released on Moto Maker. On January 21, 2014, additional
wood rear covers--walnut, ebony, and teakwere released on Moto Maker.
On April 1, Moto Maker was opened up to Republic Wireless users as well.
Software
Moto X initially shipped with a stock version of Android 4.2, but enhanced
with several additional features. Among these features are a voice
recognition system; taking advantage of the on-board Natural Language
Processor, the device can be trained to recognize the voice of its user. Once
configured, the phone will automatically respond to a user-set phrase, such
as "Ok Moto X" (even when in sleep mode) to launch a voice assistant able
to perform various tasks. Active Notifications wakes the phone to display
notifications received by the user on a special white-on-black lock screen
the feature takes advantage of AMOLED zero-power black (rendered by not
turning on the pixel at all), to show live messages with minimal battery
impact. The Assist feature can automatically enable or disable certain modes,
such as silencing the ringer, auto replying to text messages, or activating
voice controls, depending on certain scenariossuch as when a user is in a
meeting as determined by their calendar, or driving.
The Moto X camera software features a full-screen image, "touch anywhere"

to shoot interface, touch and hold to focus/set exposure, "dial-in" touch to set
exposure, and automatically optimizes itself for each photo. The camera can
be activated by performing a quick "double-twist".
In late-November 2013, U.S. carriers began pushing an update to Android

4.4.4 for the device. Among other changes, it expanded the Touchless
Control functionality that can be used without unlocking the phone, and
allowed users to speak their PIN to unlock the phone.
Beginning in March 2015, Motorola rolled out an update to Android 5.0.2

"Lollipop" for the first generation Moto X, followed by Android 5.1.
36
NEXUS 6
The Nexus 6 (codenamed Shamu) is a phablet co-developed by Google and

Motorola Mobility that runs the Android operating system. The successor to
the Nexus 5, the device is the sixth smartphone in the Google Nexus series,
a family of Android consumer devices marketed by Google and built by an
original equipment manufacturer partner.
The Nexus 6's appearance is similar to that of the second-generation Moto X.
Release
The Nexus 6 was unveiled on October 15, 2014, with pre-order availability
since October 29, 2014, and a delivery date in early November. Off-contract
pricing is US$649 for the 32 GB model and US$699 for the 64 GB model in
the US. The Nexus 6 is available through Google Play Store, Motorola
Mobility, Best Buy, T-Mobile, AT&T, Sprint, U.S. Cellular, and Verizon
Wireless in the United States.
In November 2014, availability was announced for 12 other countries,
including Australia, Belgium, Canada, France, Germany, India, Italy, Japan,
Netherlands, Spain, Sweden and United Kingdom.
37
The AT&T version is SIM-locked, with tethering disabled until a fee is paid to
enable it, and comes with custom ringtones. On January 26, 2015, Motorola
(now a subsidiary of Chinese firm Lenovo) announced that a similar device
would be released in China, named Moto X Pro; it excludes Google services
and applications, but still runs a similarly stock version of Android.
On April 22, 2015, it was announced that the Nexus 6 would be the only
phone then supported by Google's new venture, Project Fi.
Specifications
Hardware
The Nexus 6 is powered by a 2.7 GHz quad-core Snapdragon 805 processor
with 3 GB of RAM, and either 32 or 64 GB of internal storage. It features a
3220 mAh battery with quick charging technology that promises to deliver six
hours of operation after 15 minutes of charging.
The Nexus 6 uses a 5.96-inch (marketed as six-inch) QHD AMOLED PenTile

(RGBG) display with a resolution of 25601440 pixels (493 PPI), and
includes a 13-megapixel rear-facing camera with optical image stabilization
(OIS), surrounded by a dual LED flash ring, and a two-megapixel camera on
front.
Like its predecessor, the Nexus 6 does not have a microSD card slot, a
removable battery, or an FM radio receiver/transmitter.
Although the Nexus 6's hardware supports USB On-The-Go for storage
devices, the functionality is disabled by software and requires root access or
third-party applications to enable it.
38
Variants
Model
FCC id
Carriers/Region
CDMA
GSM
bands
bands
UMTS
bands
(3G)
LTE
CA DL
bands
bands
2/3/4/
5/7/
XT110
IHDT56QD
US
0/1/
10
Quad
1/2/4
12 / 13 /
/5/8
17 / 25 /
26 / 29 /
41
XT110
IHDT56QD
International
N/A
Quad
B2-B13,
B2-B17,
B2-29,
B4-B5,
B4-B13,
B4-B17,
B4-B29
1/2/4
1/3/5/
/5/6/
7/8/9/
B3-B5,
8/9/
19 / 20 /
B3-B8
19
28 / 41
Software
The Nexus 6 was released with Android 5.0 "Lollipop", and later
became upgradable to Android 5.1.
The Nexus 6 was the first device to be enabled for WiFi calling on T-Mobile,
which was issued via an OTA update. Wireless calling was later rolled out to
other devices on T-Mobile and has become offered by other carriers.
In September 2015, Android 5.1.1 was rolled out to the Nexus 6, containing a
fix for the Stagefright bug.
39
TOP 5 Motorola Phones
1. MOTO X STYLE
Released in September 2015 The Moto X Style known as the "Moto X

Pure Edition" in the United States is 2014's version of the venerable
phone. It's bigger, scaling up to 5.7 inches, and the display has switched to a
TFT LCD panel from AMOLED. This one launches with Android 5.1.1 Lollipop
and is powered by a Snapdragon 808 processor. It's available in either 16, 32
or 64GB of storage space, and Motorola has added a microSD card slot for
the first time in the Moto X line.
40
After producing disappointing shooters the past two years, the new Moto X
sports a 21-megapixel rear camera that Motorola promises will rival anything
else out there. It's an improvement, for sure, though you'll still find some
better shooters elsewhere.
Motorola also has tweaked its custom software features, allowing for better
control over who appears in highlight videos, and you can now designate
custom locations to trigger custom actions. Price starts at $399, and it'll be
available outside of the U.S. carrier system, directly from Motorola itself.
41
2. MOTO X PLAY
Coming late August 2015 The Moto X Play is a slightly lesser-spec'd

version of the Moto X in most regards. It's got a slightly smaller 5.5-inch
display at 1080p (which actually is a plus for many folks), runs Android 5.1.1
on a Snapdragon 615 processor, and comes in either 16- or 32-gigabyte
flavors, with expandable storage thrown in for good measure. It's got a 21megapixel camera.
The big spec here is the big battery. If you're wanting something that truly will
last all day, this will be the one to look at. A few early performance issues
hampered the experience a little, but for the most part it's the experience you
get on the Moto X Style, without the price tag.
42
3. MOTO G 2015
Released August 2015 The 2015 edition of the Moto G is probably the best
value of any smartphone out there. There are two models one with 16GB
of storage and 2GB of RAM for $220, and another with half those specs for
$180. (We recommend just getting the 16GB model if possible.)
The new Moto G has a 5-inch display at 720p the bare minimum, as far as
we're concerned. It's got a 2470 mAh battery that generally gets you through
a work day, and a competent 13-megapixel camera. It's also water-resistant.
The new Moto G isn't flashy. It doesn't have all the specs and features as the
Moto X line. But at $200, it's the best bang for your buck, hands down.
43
4. DROID TURBO 2/MOTO X

FORCE
Released in November 2015 Motorola and Verizon's latest collaboration

yields the Droid Turbo 2. Or if you're elsewhere in the world, a very similar
phone known as the Moto X Force. The party piece of this new smartphone
is its shatterproof display. Not many CEOs come on stage, announce a new
phone and then throw it face down on the floor. But that's what happened
with the Droid Turbo 2. A shatterproof screen doesn't make it indestructible,
but it does stop the screen, well, shattering.
Elsewhere there's top notch battery life, Motorola's trade mark awesome
software features and a design that certainly splits opinion. We'd recommend
the black one over the white every day, but what Verizon did to the front of
this thing with regards its logo still makes us a little mad.
5. MOTO X 2014
44
Released September 2014 Motorola got its groove back with the original
Moto X. And the 2014 version, announced and released in the fall, gave
Motorola some swagger. It also scaled things up a bit, jumping to a 5.2-inch
display at 1080p. The camera resolution increased to 13 megapixels (though
it's still middle of the road when it comes to image quality), and Motorola's
subtle software improvements got just a little bit better.
45
Plus, the Moto X has been among the first non-Nexus phones to be updated
to Android 5.0 Lollipop.
It's available for all the major carriers in the U.S. Storage options include 16and 32-gigabyte models, and there's a 64-gigabyte "Pure" edition (and it's
sim-unlocked) available from Motorola. Plus you can customize it in a
number of colors and styles for the rear of the phone, including leather, wood
and soft-touch. The Moto X is easily one of our favorite phones.
46
Most successful Motorola smart phone of all time
The humble Moto G is Motorolas best selling phone of all time. The frugal
handset launched last November and it was praised by reviewers as the best
frugal phone money could buy.
Motorola Senior VP Rick Osterloh told the crowd at Motorolas Mobile World
Congress event that the Moto G was the hottest seller ever.
47
The Moto G has been the most successful, highest-selling smart phone in
Motorolas history, he said.
We are big fans of the Moto G at Fudzilla. It proved that cheap phones dont
have to be dull and, more importantly, that smart phones have matured. At
$179 the Moto G offers a quad-core Snapdragon 400 SoC, 1GB of RAM, 4.5inch 720p display and a sturdy, colourful body. Better yet, it features the
latest version of Android, 4.4 Kitkat.
Its biggest downsides are an unimpressive 5-megapixel camera and rather

limited storage, although the cheapest version comes with 8GB, which is still
enough for users who dont want to store too much music on their phone.
However, the price tag is what matters and the competition simply doesnt
come close in terms of value for money.
At about the same time Apple launched the pricey and plasticky, but equally
colourful iPhone 5C. Unlike the Moto G, it was all about margins rather than
value, so it flopped quite badly just like we said it would.
48
OBJECTIVES OF
THE STUDY
49
Marketing strategy is the fundamental goal of increasing Sales and

achieving a sustainable competitive advantage. Marketing strategy includes
all basic, short-term, and long-term activities in the field of marketing that
deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
The objectives of the research are:
To know about how Motorola is performing in the market.
To know the future scope of the company.
To find the ways how can they perform better.
50
RESEARCH
METHODOLOGY
51
Research methodology is the way to systematically solve the research

problem. It may be understand
as a science of studying how research is done scientifically. In it I
study the various steps that are generally adopted by a researcher in
his research problem along with the logic behind them. It is necessary
for the researcher to know not only the research method but also the
methodology.
I not only talk about the research method but also consider the logic
behind the methods. The use in conduct of my research study and
explain why I am using a particular matter for technique and why I am
using others. So those research results are capable for being well
evaluated by others.
Research Problem
A problem statement is a brief piece of writing that usually comes at
the beginning of a report to explain the problem the document is
addressing to the reader. In general, a problem statement will outline
the basic facts of the problem, explain why the problem matters, and
pinpoint a solution as quickly and directly as possible. To conduct a
study of that tries to find out various strategies adopted by Motorola
company.
52
Scope of study
Areas covered in this research are regarding policies and strategies
adopted by company in order to take up the task of marketing strategy.
Various strategies, plans and case studies of company are studied in
this project.
Research design
The research design applied here was descriptive research, In case of
descriptive research, we know how the problem, we just have to find
the solution to the problem. Generally descriptive research here is that
by taking up this matter they are fulfilling their social responsibilities as
well as they are maintaining their financial status.
Sampling techniques
Convenience sampling has been used here. Companies from this sector that
have taken marketing strategy as a tool for sales and brand promotional has
been described in this project.
Sample size:
100
Method: Direct interview through questionnaire
53
Data collection techniques
Data collection is the process of gathering information by primarily data or

secondary data. In this project we have used the secondary data. Secondary
data is by using the contents which are already available. Secondary data
has been used in for of case studies and examples.
Tools and techniques
Various statistical techniques are used to determine the outcomes of the

plans and strategies drawn to implement marketing strategy, these
techniques include analysis of case studies.
Documented study of a specific real-life situation or imagined situation, used
as a training tool in business schools and firms. Students or trainees are
required to analyse the prescribed cases and present their interpretation or
solution, supported by the line of reasoning employed and assumption is
known as case study.
LITERATURE
REVIEW
54
55
In this project we describe a study of a mobile company, MOTOROLA,

in western India that has developed a successful model for doing
business in large emerging economy. This project draws various
lessons from the experiences of MOTOROLA that would be useful to
cooperatives globally as well as firma that are interested in doing
business in large emerging markets like India.
Many of these economies have underdeveloped markets and

fragmented supply bases. Market failures for many of these small
producers are high. On the other hand, the size of both, markets and
the suppliers is large. As a result, firms that identify appropriate
business strategies that take into account these characteristics are
more likely to succeed in these markets. The following are some key
message from MOTOROLA success: firms in these environments
need to simultaneously develop markets and suppliers to
synchronize demand and supply planning, develop or become a
part of network of producers to obtain scale economies, focus on
operational effectiveness to achieve cost leadership to enable
low price strategy. In addition, a central focus to bring the diverse
element together and a long-term approach are required.
In emerging economies different industrial sectors may be at different

stages of development. In some of the sectors all of the above
environmental characteristics faced may not hold. However, a subset

of strategies followed by MOTOROLA would still be very useful.
56
Thus, firms that are contemplating addressing large undeveloped

markets or have an intention of taking advantage of extensive but
marginal supplier base would still benefit.
ABOUT THE TOPIC -
MARKETING STRATEGY
Marketing strategy is the fundamental goal of increasing sales and

achieving a sustainable competitive advantage. MARKETING strategy
includes all basic, short-term, and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of
a company and the formulation, evaluation and selection of marketoriented strategies and therefore contribute to the goals of the
company and its marketing objectives
DEVELOPING MARKET STRATEGY
The process generally begins with a scan of the business environment, both
internal and external, which includes understanding strategic constraints. It is
generally necessary to try to grasp many aspects of the external

environment, including technological, economic, cultural, political and legal
aspects. Goals are chosen. Then, a marketing strategy or marketing plan is
an explanation of what specific actions will be taken over time to achieve the
objectives.
57
Plans can be extended to cover many years, with sub-plans for each year,
although as the speed of change in the merchandising environment
quickens, time horizons are becoming shorter. Ideally, strategies are both
dynamic and interactive, partially planned and partially unplanned, to enable
a firm to react to unforeseen developments while trying to keep focused on a
specific pathway; generally, a longer time frame is preferred. There are
simulations such as customer lifetime value models which can help
marketers conduct "what-if" analyses to forecast what might happen based
on possible actions, and gauge how specific actions might affect such
variables as the revenue-per-customer and the churn rate. Strategies often
specify how to adjust the marketing mix; firms can use tools such
as Marketing Mix Modeling to help them decide how to allocate scarce
resources for different media, as well as how to allocate FUNDS across a
portfolio of brands. In addition, firms can conduct analyses of performance,
customer analysis, competitor analysis, and target market analysis. A key
aspect of marketing strategy is often to keep marketing consistent with a
company's overarching mission statement.
Marketing strategy should not be confused with a marketing objective or
mission. For example, a goal may be to become the market leader, perhaps
in a specific niche; a mission may be something along the lines of "to serve
customers with honour and dignity"; in contrast, a marketing strategy
describes how a firm will achieve the stated goal in a way which is consistent
with the mission, perhaps by detailed plans for how it might build a referral
network, for example. Strategy varies by type of market. A well-established
firm in a mature market will likely have a different strategy than a start-up.
Plans usually involve monitoring, to assess progress, and prepare for
contingencies if problems arise.
58
Diversities of Strategies
Marketing strategies may differ depending on the unique situation of the

individual business. However, there are a number of ways of categorizing
some generic strategies. A brief description of the most common categorizing
schemes is presented below:
Strategies based on market dominance - In this scheme, firms are
classified based on their market share or dominance of an industry. Typically
there are four types of market dominance strategies:
Leader
Challenger
Follower
Nicher
According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the
Concept to the Development of a Conceptual Framework". Journal of
Historical Research in Marketing. There is a framework for marketing
strategies.
Market introduction strategies
"At introduction, the marketing strategist has two principle strategies to

choose from: penetration or niche".
59
Market growth strategies
"In the early growth stage, the marketing manager may choose from two
additional strategic alternatives: segment expansion (Smith, Ansoff) or brand
expansion (Borden, Ansoff, Kerin and Peterson, 1978)" (48).
Market maturity strategies
"In maturity, sales growth slows, stabilizes and starts to decline. In early
maturity, it is common to employ a maintenance strategy (BCG), where the
firm maintains or holds a stable marketing mix".
Market decline strategies
At some point the decline in sales approaches and then begins to exceed
costs. And not just accounting costs, there are hidden costs as well; as Kotler
(1965, p. 109) observed: 'No FINANCIAL accounting can adequately convey
all the hidden costs.' At some point, with declining sales and rising costs, a
harvesting
strategy becomes
unprofitable
and
divesting
strategy
necessary".
60
COMPANY
PROFILE
60
Key Dates:
1928: Paul Galvin forms Galvin Manufacturing Corporation, initially

making 'battery eliminators.'
1930: Company introduces the first commercially successful car radio

under the brand name Motorola.
1947: Company institutes a very liberal profit-sharing program,

introduces its first television, and changes its name to Motorola, Inc.
1959: Robert Galvin, son of Paul, takes over company leadership

upon the death of his father.
1974: Motorola sells its consumer products division, including Quasar

television; unveils its first microprocessor, the 6800; and launches an
innovative employee training and involvement program.
1977: Codex Corporation, a data communications company, is

acquired.
1978: Universal Data Systems is acquired.
1982: Company acquires Four-Phase Systems, Inc., a maker of

computers and terminals and a software designer.
1983: Company makes its last car radio; Motorola's first cellular
telephone network begins commercial operation.
61
1988: Motorola is awarded the first annual Malcolm Baldrige National

Quality Award; George Fisher succeeds Galvin as CEO.
1993: Gary L. Tooker takes over as CEO.
1997: Christopher Galvin, son of Robert, is named CEO.
1998: Motorola undergoes major restructurings, creating a new

divisional organization, consolidating operations, cutting the workforce
by about ten percent, and taking a $1.95 billion charge.
1999: The $5 billion Iridium satellite phone venture enters bankruptcy

protection.
2000: Company acquires General Instrument Corporation, the leading

maker of broadband set-top boxes, in a $17 billion stock swap.
Additional Details
Public Company
62
Incorporated: 1928 as Galvin Manufacturing Corporation
Employees: 133,000
Sales: $30.9 billion (1999)
Stock Exchanges: New York Midwest London
Ticker Symbol: MOT
63
Data Analysis
and
Interpretation
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet.

Tools Utilized
64
Percentage Analysis
Graph Chart
DATA ANALYSIS AND INTERPRETATION:-
The collected data were not easily understandable, so I like to analyze the
collected data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the
collected data and interpretation it with pictorial representation such as bar
charts, pie charts and others.
65
AGE:
Age play vital role in purchase decisions. Age tells the mental maturity of the
person. It helps the person to take wise decisions
5-15
18
18%
16-25
33
33%
26-35
23
23%
36-45
14
14%
45 above
12
12%
Figure.1
Table.1
INTERPRETATION:
From the above graph we can conclude that, the majority of the respondents
were belongs to 16-25 years of age group.
66
GENDER:
Gender play vital role in purchase decisions. Gender classified on sex basis
i.e. male and female. Gender classification is requiring to marketer because
different
gender
exhibits
different
perception
towards
products.
In
classification of gender the following number is used to know their

perception.
Figure.2
Table.2
Classification of Customers Based On Sex

Sex
No. of respondents
Percentage %
Male
48
49.5
Female
49
50.5
Total
100
100
67
INTERPRETATION:
49.5% of the respondents are Male and 50.5% of the respondents are
Female. From the above table we can conclude that, the majority of the
respondents were belongs to female group.
68
Highest Level of education:
It helps to tell the how much the consumer is aware about the product. If the
consumer is aware the he will buy the best suitable product for him.
Figure.3
Table.3
INTERPRETATION:
32% of the respondents are Graduates and 28.9% of the respondents are
Post Graduates. From the above table we can conclude that, the majority of
the respondents are graduates.
69
OCCUPATION:
Occupation decides the purchasing power of the customer. If the consumer is

at a reputed position then, they go for high quality irrespective of price of the
product.
Figure.4
Table.4
INTERPRETATION:
As per the data majority of the consumers belong to Self Employed
group i.e. 27.8% and the least percentage prevails in other group i.e.
19.6%.
70
Favourite Handset:
This helps us to know how much the consumer is interested in the

given handsets. It helps us to know in which handset the consumer is
interested.
Figure.5
Table.5
INTERPRETATION:
From the data we can see that majority consumers prefer to buy the
Other group handsets and the least preferred handset is Moto E.
71
FROM WHERE YOU CAME TO KNOW ABOUT

MOTOROLA:
This will help us know that where they are getting to know about the Motorola
products.
Figure.6
Table.6
INTERPRETATION:
From the data we can see that majority of the consumers are getting to know
about the Motorola products through Newspaper and Internet and the least
from TV.
Loyal Customers:
This will help us to know to how much the consumer is loyal to the brand.
72
Figure.7
Table.7
INTERPRETATION:
From the data we can see that majority consumers are loyal to the brand for
more than 1 Year with 25.3% and least loyal consumer to the brand having
20% with only 1 Month of loyalty.
73
PRODUCT BUILD QUALITY
This will tell us whether the customers are satisfied with the material which is
used to develop the product.
YES 57
57%
Figure.8
NO 43
43%
Table.8
INTERPRETATION:
From the data we can see that 57% of customers are satisfied with the
products build quality.
74
BATTERY BACKUP
This will tell us whether the customer is satisfied with battery backup of the
handset.
YES 73 73%
NO 27
Figure.9
27
Table.9
INTERPRETATION:
From the data we can see that 73% of the customers are satisfied with the
battery backup of the handset.
75
WILL YOU PURCHASE MOTOROLA PHONES AGAIN:
This will tell us how much interested is the consumer in buying Motorola
products again.
Figure.10
Table.10
INTERPRETATION:
From the data we can conclude that majority of the consumers may not buy
the product again.
76
RECOMMEND MOTOROLA TO OTHERS:
This will help us to know how many consumers will recommend Motorola
products to other consumers.
Figure.11
Table.11
INTERPRETATION:
From the data we can conclude that majority consumers will recommend
Motorola to others. Having 34% consumers saying that they will recommend
and 10% consumers saying no they will not recommend.
77
HOW MUCH SATISFIED ARE THEY:
This will tell how much the consumer is satisfied with Motorola products. And
whether he will be interested in buying the product again.
Figure.12
Table.12
INTERPRETATION:
From the data we can conclude that 34% of consumers are Satisfied with
Motorola and 19% of the consumers are Unsatisfied. This means that most
of the consumers are satisfied with Motorola.
78
HOW MUCH DO YOU LIKE MOTOROLA PHONES:
This will tell us how much the consumer is interested in the phones. Will he
be willing to buy the phone in future or not.
Figure.13
Table.13
INTERPRETATION:
From the data we can conclude that 38.4% consumers think that the
Motorola phones are better than the rest and 13.1% consumer think that
Motorola phones are the worst.
79
MOTOROLA CUSTOMER SERVICE:
This will tell us how much the consumers like the customer support of
Motorola.
Figure.14
Table.14
INTERPRETATION:
From the graph we can see that 52% of the customers are not satisfied with
the customer support whereas 46.9% of the customers are satisfied.
80
OVERALL PAST EXPERIENCE WITH MOTOROLA:
This will tell us about the past experience of the customers with Motorola.
Figure.15
Table.15
INTERPRETATION:
From the graph we can see that 52% of the customers do not have a good
experience whereas 46.9% of the customers had a good experience.
FINDINGS
MARKETING STRATEGY
81
Marketing strategy is the fundamental goal of increasing Sales and

achieving a sustainable competitive advantage. Marketing strategy includes
all basic, short-term, and long-term activities in the field of marketing that
deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
PRODUCT RESEARCH
Under product research I came to know about the modification which

consumers want as to the quality, packing, shape, colour, etc. of their
favourite phone.
PRICING RESEARCH
This includes ability to consume to pay for the product, how much a person
can spend on his/her favourite phone. In this, I have tried to find out
consumers price expectation and reactions.
ADVERTISING RESEARCH
82
This includes that whether the advertisement appeals to the consumer or not.
This also includes evaluating and selecting the proper media mix and
measuring advertising effectiveness.
LIMITATIONS OF THE STUDY
83
In attempt to make this project authentic and reliable, every possible aspect
of the topic was kept in mind. Nevertheless, despite of fact constraints were
at play during the formulation of this project. The main limitations are as
follows:
Due to limitation of time only few people were selected for the study.
So the sample of consumers was not enough to generalize the
findings of the study.
The main source of data for the study was primary data with the help
of self-administered questionnaires. Hence, the chances of unbiased
information are less.
People were hesitant to disclose the true facts.
SUGGESTIONS AND RECOMMENDATIONS
84
Company should concentrate more on television for advertisement, as

more people as more people get attracted through television
Company should provide some promotional offers. For example: Free

mobile accessories, carry bag, backpack, etc.
CONCLUSION
85
It is concluded that overall people prefer other brands rather than

MOTOROLA.
In Motorola handsets people tend to prefer Moto X.
People from age group 16-25 are more interested in mobile phones
rather than any other age group.
Self Employed people are more interested in new handsets.
It is concluded that newspaper and internet is the best media of

advertisement.
Most of the people are loyal to the brand.
86
Bibliography
In this project, while finalizing for analysing quality problems in detail the
following books, magazines/journals and websites have been referred. All the
material detailed below provides effective help and guiding layout while
designing this text report.
Websites:
http://study.com/academy/lesson/what-are-marketing-objectivesexamples-lesson-quiz.html
https://en.wikipedia.org/wiki/Marketing_strategy
https://en.wikipedia.org/wiki/Motorola
http://toolkit.smallbiz.nsw.gov.au/part/1/1/3
http://ivythesis.typepad.com/term_paper_topics/2009/08/corporatestrategy-motorola-inc-.html
https://en.wikipedia.org/wiki/Moto_E_(1st_generation)
https://en.wikipedia.org/wiki/Moto_G_(1st_generation)
https://en.wikipedia.org/wiki/Motorola_Moto
https://en.wikipedia.org/wiki/Nexus_6
87

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Motorola Minor

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INTRODUCTION

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

In todays information age, the telecommunication industry has a vital role to

In this field Motorola is one of the leading telecomunication company

Before it was a international telecommunications giant, Motorola was the

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

wing, and Motorola Mobility, specializing in handsets and set-top boxes. In

On November 17, 2011, Motorola announced that its shareholders voted in

Bhai Parmanand Institute of Business Studies

Under Google ownership, Motorola's market share would be boosted by a

Bhai Parmanand Institute of Business Studies

Lenovo has encouraged Motorola to adopt a strategy of undercutting its

Bhai Parmanand Institute of Business Studies

Motorola Mobility is an American mobile device computer technology

Bhai Parmanand Institute of Business Studies

The Comeback of Motorola

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Back with a Bang

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

The Moto E is an Android smart phone developed and manufactured by

Bhai Parmanand Institute of Business Studies

The Moto E was succeeded by the Moto E (2nd generation) in February

Bhai Parmanand Institute of Business Studies

such as the Moto G and E. To emphasize the device's performance, Motorola

The Moto E features a 5-megapixel rear-facing fixed-focus camera; the

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

Moto G is an Android smart phone developed and manufactured by Motorola

The Moto G was succeeded by the second generation Moto G in September

Bhai Parmanand Institute of Business Studies

United States (CDMA Version)

XT1028 for Verizon, XT937C for TracFone

Global GSM (UMTS Single SIM)

XT1008 for Moto G Forte

Colombia, UK (UMTS Dual SIM)

US GSM (AWS Version)

XT939G for TracFone

Bhai Parmanand Institute of Business Studies

EU, UK, Spain, Germany, Australia,

1, 3, 7, 8, 20 (800, 900, 1800, 2100,

Latin America, Canada, Brazil

Argentina, United States

Colombia, United States

2, 4, 5, 17 (700, 850, 1700, 1900 MHz)

MOTO G 2nd Generation

Bhai Parmanand Institute of Business Studies

Moto X is an Android smartphone developed and manufactured by Motorola

Bhai Parmanand Institute of Business Studies

The Moto X was succeeded by the second generation Moto X on September

While Motorola's new CEO Dennis Woodside declined to comment directly

At a press conference hosted by All Things in May 2013, Woodside publicly

Bhai Parmanand Institute of Business Studies

The device was designed to appeal to mainstream users as determined by

In May 2014, Motorola ultimately announced that it would wind down

Bhai Parmanand Institute of Business Studies

Bhai Parmanand Institute of Business Studies

On November 11, 2013, Moto Maker became available to Sprint, T-Mobile,

The Moto X camera software features a full-screen image, "touch anywhere"