Professional Documents
Culture Documents
On
Prepared by
Anshul Gupta
B.B.A (Gen.), IIIrd Semester
Enrollment No. - 0821701707
Date - __________
Faculty guide:
Dr. Ajay Rathore
CERTIFICATE
This is to certify that ANSHUL GUPTA student of Tecnia Institute of Advanced
Studies has worked under my supervision and guidance on “Brand preference of
Mobile Phones with special reference to MOTOROLA PHONES." He was in
constant touch with me and the matter embodied in this report is original and
authentic and same recommended for evaluation.
(Dean Academics)
(T.I.A.S)
ACKNOWLEDGEMENT
The completion of the project study that follows, seemed to be a distant goal
had it not been for the contribution of Dr. Ajay Rathore for allowing me to
work on a very intrinsic part on BRAND PREFERENCE OF MOBILE PHONES
with Special reference to MOTOTROLA PHONES.I thank him for the ideas and
basic concepts he delivered and shared with me, as they helped me a lot in
accomplishing this project of mine.
(Anshul Gupta)
PREFACE
The project gives an insight of the telecom sector through Motorola India ltd. It basically helps
understanding the brand preference of consumers with regard to mobile phones. It helps us to
know what are the basis on which a customer chooses a particular brand when he purchases a
new handset.
The project will help to learn about the growing telecom sector in India. The research will also
bring to light what all factors a customer considers at the time of purchase of a new mobile
phone.
TABLE OF CONTENTS
Chapter Chapter Name
No.
CERTIFICATE
ACKNOWLEDGEMNT
PREFACE
1. INTRODUCTION
1.1 Company profile
1.2 Introduction
1.3 Scope of industry
1.4 Objective
2. RESEARCH METHODOLOGY
2.1 Sample size
2.2 Sample location
2.3 Research type
2.4 Data Types
4. Recommendations
Limitations
Conclusions
9. BIBLIOGRAPHY
Founded 1928
Industry Telecommunications
Embedded systems
Microprocessors
Products Mobile phones
Two-Way radios
Networking Systems
Operating
▼ $553.0 million USD (2007)
income
Website www.motorola.com
• MOTOROLA Electronics India is the fastest growing company in the consumer electronics,
home appliances and computer peripherals industry today.
• MOTOROLA Electronics is continually providing superior technology products & value for
money to over 50 lac households in India.
• Mr. K.R. Kim, Managing Director, MOTOROLA Electronics said, "I am extremely
pleased with our performance in 2006 as we have been able to sustain growth during
a year of slowdown in the consumer electronics and home appliances industry." He
added, "Our growth record has led us to expand manufacturing presence in India. We have
accordingly reinforced our sales and distribution network through the concept of area
offices to reach out more Indian consumers in semi urban and rural India."
History
Motorola started as Galvin Manufacturing Corporation in 1928. The name Motorola was
adopted in 1947, but the word had been used as a trademark since the 1930s. Founders Paul
Galvin and Joe Galvin came up with the name Motorola when their company started
manufacturing car radios. A number of early companies making phonographs, radios, and other
audio equipment in the early 20th century used the suffix "-ola," the most famous being Victrola;
RCA made a "radiola"; there was also a company that made jukeboxes called Rock-Ola, and a
film editing device called a Moviola. The Motorola prefix "motor-" was chosen because the
company's initial focus was in automotive electronics. Many of Motorola's products have been
radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the
world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing.
The company was also strong in semiconductor technology, including integrated circuits used in
computers. Motorola has been the main supplier for the microprocessors used in Commodore
Amiga, Apple Macintosh and Power Macintosh personal computers. The chip used in the latter
computers, the PowerPC family, was developed with IBM and in a partnership with Apple
(known as the AIM alliance). Motorola also has a diverse line of communication products,
including satellite systems, digital cable boxes and modems
Products
Motorola creates several different products for use of the government, public safety officials,
business installments, and the general public. These products include cell phones, laptops, and
radios.
Spinoffs
Motorola developed the first truly global communication network using a set of 66 satellites.
The business ambitions behind this project and the need for raising venture capital to fund the
project led to the creation of the Iridium Company in the late 1990s. While the technology was
proven to work, Iridium failed to attract sufficient customers and they filed for bankruptcy in
1999. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON
Semiconductor (ONNN) business August 4, 1999, raising for Motorola of about $1.1 Billion.
Further declines in business during 2000 and 2001, caused Motorola to spin off its government
and defense business to General Dynamics. The business deal closed September 2001. Thus GD
Decision Systems was formed (and later merged with General Dynamics C4 Systems) from
Motorola's Integrated Information Systems Group
On October 6, 2003, Motorola announced that it would spin off its semiconductor product sector into
a separate company called Free scale Semiconductor, Inc.. The new company began trading on the
New York Stock Exchange on July 16th of the following year.
Quality systems
The Six Sigma quality system was developed at Motorola even though it became best known
through its use by General Electric. It was created by engineer Bill Smith, under the direction of Bob
Galvin (son of founder Paul Galvin) when he was running the company. Motorola University is one
of many places that provide Six Sigma training.
COMPANY SUCCESS
• World's Most Admired Companies, Fortune Magazine, 2008
• America's Most Admired Companies, Fortune Magazine, USA, 2007
• Yitzhak Rabin Israeli National Quality Award, Israel Society for Quality, Israel, 2007
• Strongest Brands, Business Week, USA, 2006
• Top 500 Innovators: No. 12, InformationWeek, USA, 2006
• Most Shareholder-Friendly Companies: No. 1, Institutional Investor, USA, 2006
• Corporate Award: Outstanding Contributions, IEEE Standards Association, USA, 2006
• Deal of Distinction Award: Patent generation and robust licensing program, Licensing
Executives Society, USA and Canada, 2005
• National Medal of Technology : Highest honor for technological innovation, Presented by
President George W. Bush, USA, 2004
• 100 Most Technologically Significant Products of the Year: Printed Active Displays,
R&D 100 Awards, 2007
• Nano50 Award: Motorola Labs' NED technology, Nanotech Briefs, 2006
• Malaysia Leadership in ICT R&D Award: Motorola Software Center, Multimedia
Development Corporation, 2006
• Best of ITS Research & Innovation Winner: MOTODRIVE, ITS America Awards, 2006
• Innovation Excellence Award, Mobile Devices: Motorola China Research Center,
Excellent Innovation Team Awards, 2005
CORPORATE RESPONSIBILITY
Corporate responsibility means harnessing the power of our global business to benefit people.
It also means doing the right thing in all aspects of our business, including how we treat the
environment, our employees, our customers, our partners and our communities.
• Top 100 Corporate Citizens: No. 4, Corporate Responsibility Officer Magazine, USA,
2007
• Outstanding Safety Practice Award, National Safety Council, USA, 2006
• Top 10 Most Socially Responsible Businesses, National Business Social Responsibility
Survey, Israel, 2006
• Corporate Social Responsibility Certificate, Mexico Center for Philanthropy, 2006
• Platinum Health Award, Health Promotion Board, Singapore, 2006
MOBILE DEVICES
• Winner: CNET People’s Voice Award, ROKR E8, Consumer Electronics Show (CES), 2008
• Winner: CNET Best of CES, Cell phones and Smartphones category, ROKR E8, Consumer
Electronics Show, 2008
• Winner: Top 20 Products of CES — Editor's Choice Award, ROKR E8, Popular Mechanics
magazine, 2008
• Winner: Best of CES 2008: Best Cell Phone, ROKR E8, LAPTOP magazine, 2008
• Winner: 2008 CES Best of Innovations Design and Engineering Award, headphones category,
MOTOROKR S9, Consumer Electronics Show, 2008
• Winner: Best of CES, Bluetooth® transfer category, Motorola T815, Smartphone-based
navigation system featuring MOTONAV, Bluetooth Special Interest Group (SIG), 2008
• Best Ultra Low Cost Handset, 3GSM Global Mobile Awards, 2006
• Winners: MOTORIZR and MOTOKRZR K1m, International CES Design and Engineering
Awards, 2006
• Winners: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE, International CES
Design and Engineering Awards, 2006
• Best of What's New: MOTO Q, Popular Science Magazine, 2006
• Unique Product Winner: Motorola Audex Protective Gear, Bluetooth SIG Best of CES Awards,
2006
• First Place Hardware/Mobile Phone: SLVR L7, CTIA Wireless E-tech Awards, 2006
• Editor's Choice, Mobile Phone: RAZR V3 Black/Pink, CNET, 2005
• Best in Class: RAZR V3 Silver, PC News Weekly, 2005
• Mobile Innovations Award: RAZR v3 Silver, Mobile News Awards, 2005
1.2 INTRODUCTION
HISTORY OF CELLULAR TELEPHONY IN INDIA
Cellular Telephony
The technology that gives a person the power to communicate anytime, anywhere - has spawned
an entire industry in mobile telecommunication. Mobile telephones have become an integral part
of the growth, success and efficiency of any business / economy.
The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global
System for Mobile Communications) was instituted in 1987 to promote and expedite the
adoption, development and deployment and evolution of the GSM standard for digital wireless
communications.
The GSM Association was formed as a result of a European Community agreement on the need
to adopt common standards suitable for cross border European mobile communications. Starting
off primarily as a European standard, the Group Special Mobile as it was then called, soon came
to represent the Global System for Mobile Communications as it achieved the status of a world-
wide standard. GSM is today, the world's leading digital standard accounting for 68.5% of the
global digital wireless market.
The Indian Government when considering the introduction of cellular services into the country,
made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies
/ standards.
Although cellular licenses were made technology neutral in September 2005, all the private
operators are presently offering only GSM based mobile services. The new licensees for the 4th
cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer
their mobile services.
INDUSTRY PROFILE
In the early 1990s, the Indian government adopted a new economic policy aimed at improving
India's competitiveness in the global markets and the rapid growth of exports. Key to achieving
these goals was a world-class telecom infrastructure.
• In India, the telecom service areas are divided into four metros (New Delhi, Mumbai,
Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India. The
circles are further classified under "A," "B" and "C," with the "A" circle being the most
attractive and "C" being the least attractive. The regulatory body at that time — the
Department of Telecommunications (DOT) — allocated two cellular licenses for each metro
and circle. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in
1995. The first cellular service was provided by, Modi Telstra in Kolkata in August 1995. For
the auction, it was stipulated that no firm can win in more than one metro, three circles or
both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while
West Bengal and Assam had only one bidder each.
• In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok
Sabha, and the president officially announced the TRAI ordinance on 25 January 2003. The
government decided to set up TRAI to separate regulatory functions from policy formulation,
licensing and telecom operations. Prior to the creation of TRAI, these functions were the sole
responsibility of the DOT.
• High license fees and excessive bids for the cellular licenses put tremendous financial burden
on the operators, diverting funds away from network development and enhancements. As a
result, by 2005 many operators failed to pay their license fees and were in danger of having
their licenses withdrawn. In March 2005, a new telecom policy was put in place (New
Telecom Policy 2005). Under this new policy, the old fixed-licensing regime was to be
replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue
were to be paid to the government.
1.4 OBJECTIVES
The Primary Objective was to study the perception & buying behavior of customers towards
various mobile brands with special reference to “MOTOROLA”.
The Secondary Objectives of this study were to identify:
• Factors that influence decision-making in purchasing a mobile phone.
• Major features, which a customer looks for in a mobile before making a purchase.
• Brand awareness of MOTOROLA mobile phones in the market.
• Factors, which help in increasing the sale of mobile phones.
• Various Sources from which mobiles are purchased.
SAMPLING METHODOLOGY:
2.1 Sampling Size – 25 respondents
2.2 Sampling Area - Delhi and N.C.R.
Sampling Technique - Random Sampling technique
FINDINGS
Nokia, Samsung, Motorola and Sony Ericsson are the favorite as brands among the customers
in Delhi Market, closely followed by others.
The brand awareness of MOTOROLA mobile phones seems to be almost 100%.
The general opinion about MOTOROLA mobile phones is that it is either good or
satisfactory.
DATA ANALYSIS AND INTERPRETATION
Figure 1
Interpretation: -
It was found out that all the 50 respondents were using mobile phones.
CONCRETE TERMS: - Out of 50 respondents all 50 are using a mobile.
Interpretation:-
The above chart (Figure2) shows the percentage of various handsets used by the respondents.
Figure 3
Interpretation: -
The chart (Figure3) shows maximum number of respondents who were satisfied with their
handsets.
Figure 4
Interpretation: -
The pie chart(Figure4) shows the percentage of respondents who were aware of the brand
Motorola.
5) In what time you are thinking to change your handset or buying a new
one?
Figure 5
Interpretation: -
The above chart (Figure 5) depicts the respondents buying behavior with reference to time.
Interpretation: -
This chart (Figure 6) depicts the respondents’ next preference for mobile phones.
Figure 7
Interpretation: -
This shows (Figure 7) the source of purchase of handset of the respondents.
Figure 8
Interpretation: -
This shows (Figure 8) that maximum respondents consider Motorola mobile phones value for
their money.
Interpretation: -
This shows (Figure 9) the various additional features which customer takes into account while
purchasing handset.
Interpretation: -
This shows (Figure 10) that the after sales service is considered to be of prime importance to the
respondents.
9. Mp3 Ring Tones – An mp3 ring tone is the next generation of ring tones that has better
sound quality than traditional monotone or a polyphonic ring tones. Mp3 ring tones sound great
and truly make your phone unique. Mp3 ring tones phones are in major demand by the
customers.
SWOT ANALYSIS
STRENGTH: -
A well established brand name helps in promoting a new range of products. MOTOROLA is a
Multinational Company based in South Korea, which is considered to be a technically advanced
country with advanced products to meet the requirement of target customers internationally.
The company has a wide range of products to suite the purse & the taste of various segments of
customers.
The company has a huge advertisement budget which helps in brand positioning & recall.
It has a well established sales network of more than 4000 dealers & branch offices around the
globe & the company makes such of its products available as are in demand in each particular
area.
WEAKNESS: -
• The company needs to evolve a comprehensive plan & strategy to make inroads into a part of
middle class & upper middle class.
• Lack of production centers in India makes the product costlier as most of the parts have to be
imported.
• Lack of R & D centers also makes it difficult to launch new products over here.
OPPORTUNITIES: -
• The present rate of growth of the Entertainment & Telecommunication Industry & a large
potential available in these areas provides excellent opportunity for the company to widen its
market.
• With the fast growing economy the pricing strategy needs to be tackled with care as it can
decide upon long term decisions of the company.
• Globalization is yet another opportunity, if failed effectively & promptly.
THREATS: -
It is natural that threats from the existing as well as new entrants will affect the present turnover
& Market share. The nearest competitors having the identical product range are the greatest
threat to the company.
CHAPTER 4
RECOMENDATIONS
• The company should try to reach maximum Consumers in INDIA by making distribution
channel more effective.
• The company should continue to work on the Strategy of T.Q.M (Total Quality Management)
• The MOTOROLA is a brand in itself and non-of the other brands are in a position to compare
with it in Quality, Reliability, Brand Image. Even then a number of other brands are entering
the market and are acquiring a good market share. The main reason behind it is that the
distributors of the company are not able to provide regular supply to the retailers in all the
areas.
• Consumers do not get satisfied with the promotional policies of the company. New
techniques of promotion is required to create awareness about the entire range of
MOTOROLA products
LIMITATIONS
• A small sample size of 50 customers was considered due to lack of time & resource
constraints.
• The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot say that the
same response will exist throughout India.
• With regard to uneducated customers it was difficult to get across to them all the features of
their respective mobile phones.
CONCLUSION
Hereby I can conclude from this research that Nokia has the maximum brand preference as
compared to other brands.
Most of the dealers are selling more than one brand. They sell different brands to gain more
volume & more availability to the customers. So dealer’s preference to push a particular brand to
the customer plays a major role in the mobile market.
According to the dealers advertising & promotional schemes along with other schemes also
affect the consumer’s willingness. Aggressive advertising put into effect for a long time in the
customers mind, which influence the people, are T.V, Newspapers & magazines.
Consumers prefer a MNC brand due to the quality & technological superior features. Consumers
also judge the after sale service availability of the company before purchasing a mobile.
BIBLIOGRAPHY
WEBSITES:
➢ Http://en.wikipedia.org/wiki/Motorola
➢ http://www.google.co.in/search?hl=en&q=motorola&meta=
➢ Http://www.motorola.com/content.jsp?globalObjectId=8592-11929
➢ http://www.fonearena.com/motorola-phones.html
COMPANY CATALOGUE & BROCHURES
➢ http://solutionscatalog.motorola.com/
➢ http://www.nesscoinvsat.com/invsat/default_product_page.asp?pageid=615
ANEXURE
QUESTIONNAIRE
Name: _________________________________
Age: _____yrs
Occupation: _______________
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
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