PROJECT REPORT

ON
BRAND PREFERENCE OF
MOTOROLA MOBILE PHONES

Submitted in partial fulfillment of the requirement of

Bachelor of Business Administration (BBA)

Submitted to: Submitted by:

MS. SEEMA CHAUDHARY SUMIT SETHI
 CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that SUMIT SETHI student of BHARATI

VIDYAPEETH DELHI has worked under my supervision and
guidance for his Project on “Brand preference of Motorola
Mobile 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 all his future endeavor.

 ACKNOWLEDGEMENT

.The present work is an effort to throw some light on brand

preference of Motorola mobile phones. The work would not have
been possible to come to the present shape without proper guidance,
supervision and help to me by number of people.

With deep sense of gratitude I acknowledged the encouragement

and guidance received by my organizational guide and other staff
members.

I convey my heartful affection to all those people who helped and

supported me during the course, for completion of my project
report.

(SUMIT SETHI)
 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 Page No.

No.
1. INTRODUCTION
1.1 Executive Summary
1.2 Introduction
1.3 Cellular Industry In India

2. RESEARCH METHODOLOGY
2.1Research Objective
2.2 Significance
2.3 Design
2.4 Data Collection
2.5 Sampling Methodology

3. INDUSTRY PROFILE
3.1 About Telecom Industry

4. COMPANY PROFILE
4.1 About the company (History)
4.2 Products
4.3 Quality Systems
4.4 Ratings From Interest Group
4.5 Enterprise Mobility Solutions
4.6 Mobile Devices
4.7 Company Success
4.8 SWOT Analysis
5. RESEARCH AND DEVELOPMENT
6. DATA ANALYSIS AND INTERPRETATION
6.1Statistical Data Analysis
7. FINDINGS
8. CONCLUSION
9. BIBLIOGRAPHY
10. ANNEXURE
 EXECUTIVE SUMMARY

THE COMPANY: MOTOROLA ELECTRONICS INDIA LTD.

OBJECTIVE: THE PROJECT ENTAILS MAINTAINING THE

DATABASE OF THE LEADS PROVIDED AND GIVE
DEMONSTRATIONS AND SALES OF MOTO RAZR CELL PHONE. TO

STUDY THE MOBILE MARKET CONDITION IN CONTEXT TO

POSITION OF MOBILE SALES, BRANDS, PURCHASING
FACTORS, FEATURES & AFTER SALE SERVICE OF MOTO
RAZR BRAND.

COMPETITORS: THE MAIN COMPETITORS OF MOTOROLA

WITH REFERENCE TO MOBILES ARE NOKIA, SAMSUNG, SONY
ERICSSON, LG & PANASONIC ALONG WITH CERTAIN NEW
ENTRANTS.

CONCLUSIONS: WERE DERIVED FROM RESULTS OF THE

SURVEY.THERE ARE CERTAIN FACTS, WHICH ARE ARRIVED
AT AFTER ANALYSING THE DATA.THE REPORT GIVES A
DETAILED ACCOUNT OF SUCH FACTS.

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.
 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.

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.

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.

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.

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.

SAMPLING METODOLOGY:

Sampling Unit - MOTOROLA ELECTRONICS INDIA LTD.

Sampling Technique - Random Sampling technique

Sampling Area - Delhi and N.C.R.

Sampling Size – 50 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.
 COMPANY PROFILE

Headquarters
Schaumburg, Illinois, USA

CEO & Chairman

Edward Zander

Industry Telecommunications
Products Embedded systems
Microprocessors
Mobile phones
Two-Way radios

Networking Systems Revenue

$41.2 billion
Net income
$4.578 billion
Employees
66,000
Slogan
Hello Moto and also "Intelligence Everywhere"
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 Freescale
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,
wireline 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

• America's Most Admired Companies, Fortune Magazine, USA,

2007

• Strongest Brands, BusinessWeek, 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

• 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
 DATA ANALYSIS AND INTERPRETATION

Analysis based on the questionnaire: -

1.) Are you using a mobile phone?

No

Y es
No

Y es

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?

8% nokia
20%
44% samsung
motorola
sony ericsson
22% 6% others

Interpretation:-
The above chart 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, 10 are using Sony
ericsson, 3 are using Samsung and rest uses the other brands.
3.) Are you satisfied?

26%

yes
no

74%

Interpretation: -

The chart shows maximum number of respondents who were

satisfied with their handsets.

CONCRETE TERMS:- Out of 50 respondents 37 respondents

are satisfied with the handsets they are using while 13 are not
satisfied with their handsets.
4.) Are you aware of the brand “Motorola”?

No

Y es
No

Y es

Interpretation: -
The pie chart shows the percentage of respondents who were aware
of the brand Motorola.

CONCRETE TERMS:- All 50 respondents are aware of brand

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

12% 8%
a week
a month
34% six months
46% a year

Interpretation: -

The above chart depicts the respondents buying behavior with reference
to time.

CONCRETE TERMS:- Out of 50 respondents 23 changes their

handset in a time period of 6 months, 17 changes their handset in a
month, 6 changes their handset in a year while just 4 of them changes
their handset in a week.
 6.) To which handset will you move?

15% nokia
29%
samsung
motorola
31% sony ericsson
7%
18% others

Interpretation: -
This chart depicts the respondents’ next preference for mobile phones.

CONCRETE TERMS:- Out of 50 respondents 15.5 respondents are

willing to switch over to Sony ericsson.
7.) Where do you generally purchase your handsets from?

others
grey market 6%
20% dealer
grey market
dealer others
74%

Interpretation: -
This shows the source of purchase of handset of the respondents.

CONCRETE TERMS:- Out of 50 respondents 37 respondents

purchases their handset from the dealers, 10 respondents purchases their
handset from grey market while the rest 3 respondents purchases their
handset from the other sources available.
Do you think Motorola mobile phones are value for money?

12%

yes
no

88%

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

CONCRETE TERMS:- Out of 50 respondents 44 considers

Motorola mobile phones value for their money rest 6 respondents
contradicts on this.
What according to you is the most important additional
feature that should be present in a mobile phone?

8% camera
10% 26%
bluetooth
mp3
16%
mms
40% others

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

CONCRETE TERMS:- Out of 50 respondents 20 gives preference

to Bluetooth as an additional feature while purchasing a handset, 13
respondents gives preference to camera, 8 gives preference to mp3, 5
gives preference to mms while the rest 4 respondents prefer to have
some other additional features apart from these.
 8.) How important is after sales service in the mobile
industry?

4%

26%
v.imp
imp
average

70%

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

CONCRETE TERMS:- Out of 50 respondents 35 considers after

sales services very important while 13 respondents conders it a little less
than very important and the rest 2 respondents gives it an average
position.
 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.
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 its is 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 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.
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 – A 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.
 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.
 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.
 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.
 MOTOROLA APODTED IMPROVEMENT
TECHNOLOGY FOR ENHANCING THE
MOBILE FEATURES

Motorola adopts Linux for future mobile phones.

Motorola debuts next Linux-based smartphone –
Motorola's next Linux-based smartphone have a slim, lightweight flip-
phone design similar to its Razr phones.

Linux-powered music phone gets rave preview –

The Linux-based Motorola Rokr E2 fixes what was wrong with the
original, non-Linux-based E1 model, according to a short yet effusive
online review of the device that also includes an ample photo gallery
Motorola spawns Linux phone triplets, partners with
Yahoo! –

Motorola are partner with Yahoo! on mobile phone and iRadio product
content.

Motorola had a commanding lead in the analog cellphone market, but

failed to jump on the digital bandwagon. Motorola has a 22% market
share as of July, 2006.

The latest models include the PEBL, Motorola L6 (ultra-thin but very
affordable), SLVR L7 (more expensive variant of L6), RAZR V3c
(CDMA) and RAZR V3i (with Apple iTunes).

Motorola has always been one of the most trusted brands in mobile
communications. Motorola mobiles are reported to have lesser
breakdowns than other mobile phones.
 BIBLIOGRAPHY

WEBSITES:

• HTTP:// WWW.MOTOROLA.COM

• HTTP:// WWW.GOOGLE.COM

• HTTP:// WWW.TRAI.COM

COMPANY CATALOGUE & BROCHURES

 ANEXURE

QUESTIONNAIRE

Name:

Age:

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