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Dr Ashita Sharma Mudgal Nitish Ansal Institute Of Tech. Gurgaon
TO WHOMSOEVER IT MAY CONCERN
This is to certify that the minor project report titled “PROJECT REPORT ON BRAND PREFERENCE OF MOBILE PHONES WITH SPECIAL REFERENCE TO MOTOROLA PHONES ” carried out by Mr. Nitish Mudgal, has been accomplished under my guidance & supervision as a duly registered BBA student of the Ansal Institute of Technology (I.P.University, New Delhi). This project is being submitted by him in the partial fulfilment of the requirements for the award of the Bachelor of Business Administration from I.P. University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Bachelor of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Title: ______________________________ Date: ______________________________
An individual alone cannot do project of this scale. I take this opportunity to express my acknowledgement and deep sense of gratitude to the individuals for rendering valuable assistance and gratitude to me. Their inputs have played a vital role in success of this project. I express my sincere thanks to my project guide Dr. Ashita Sharma, Lecturer for her generous support, constant direction and mentoring at all stages of project. I take this opportunity to thank all dealers, customers who spared their precious time to provide me with valuable inputs for project without which it would have not been possible. I firmly believe that there is always a scope of improvement. I welcome any suggestions for further enriching the quality of this report.
The project will help to learn about the growing telecom sector in India.PREFACE The project gives an insight of the telecom sector through Motorola India ltd. . It helps us to know what are the basis on which a customer chooses a particular brand when he purchases a new handset. The research will also bring to light what all factors a customer considers at the time of purchase of a new mobile phone. It basically helps understanding the brand preference of consumers with regard to mobile phones.
(b) Sample Location. 2. RECOMMENDATIONS (a) Limitations. . (d) Data Collection. CERTIFICATE. (b) Conclusions. 5. 8. (d) Objective. RESEARCH METHODOLOGY (a) Sample Size. INTRODUCTION (a) Company Profile. (c) Research Design. BIBLIOGRAPHY. 3. 4. (c) Scope of Industry. PREFACE. (b) Introduction. ACKNOWLEDGEMENT. 6.CONTENTS 1. FINDINGS AND DISCUSSIONS 7.
President and Co-CEO Sanjay Jha.COMPANY PROFILE Motorola Inc.000 (2008) www.622 billion USD (2007) Operating Income Net Income Employees Website $553. Type Founded Key People Public (NYSE: MOT) 1928 Grey Brown. Co-CEO Industry Telecommunications Embedded Systems Microprocessors Products Mobile Phones Two-Way radios Networking Systems Market cap $ 15 billion USD (2008) Revenue $36.0 million USD (2007) $49.com .motorola.0 million USD (2007) 66.
5000 Crores in India since its inception in 2003. . 3000 Crores.MOTOROLA ELECTRONICS a wholly owned subsidiary of MOTOROLA ELECTRONICS was established in January. 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. home appliances and computer peripherals industry. MOTOROLA is poised to surpass its turnover target of Rs. in commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. Having achieved this milestone. 2700 Crores this year and clock a turnover of Rs. • The year 2001 witnessed MOTOROLA becoming the fastest growing company in the consumer electronics. MOTOROLA set up a state-of-the art manufacturing facility at Greater Noida. MOTOROLA achieved another benchmark with the first ever sales of One Lakh ACs (Windows and Splits) in a calendar year. making it the fastest ever Rs. • 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 company had till the month of October 2001 achieved a cumulative turnover of Rs. 2003 after clearance from the Foreign Investment Promotion Board (FIPB). near Delhi. 5000 Crores clocked by any company in the Indian consumer electronics and home appliances industry.
” . 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. home appliances and computer peripherals industry today. • MOTOROLA ELECTRONICS India is the fastest growing company in the consumer electronics. In Color Televisions having set the sales target of one million units of Color Televisions for 2002. K. Semi Automatic Washing Machines. MOTOROLA has emerged as the leader in Color Televisions. “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. Air Conditioners. Frost-Free Refrigerators and Microwaves Ovens. MOTOROLA ELECTRONICS said.R. “Our growth record has led us to expand manufacturing presence in India.” He added.• This year. MOTOROLA has already achieved the one million mark in the month ahead of its target. Managing Director. • MOTOROLA ELECTRONICS is continually providing superior technology products and value for money to over 50 lac households in India.Kim. • Mr.
through the first walkie-talkie in the world. The company was also strong in semiconductor technology. The Motorola prefix “motor-” was chosen because the company’s initial focus was in automotive electronics. digital cable boxes and modems. Many of Motorola’s products have been radio-related. defense electronics. and mobile phone manufacturing.HISTORY Motorola started as Galvin Manufacturing Corporation in 1928. A number of early companies making phonographs. starting with a battery eliminator for radios. The name Motorola was adopted in 1947. The chip used in the latter computers. was developed with IBM and in a partnership with Apple (known as the AIM alliance). . Motorola also has a diverse line of communication products. 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.” the most famous being Victrola. Motorola has been the main supplier for the microprocessors used in Commodore Amiga. cellular infrastructure equipment. and other audio equipment in the early 20th century used the suffix “-ola. including integrated circuits used in computers. RCA made a “radiola”. including satellite systems. Apple Macintosh and Power Macintosh personal computers. radios. there was also a company that made jukeboxes called Rock-ola. the PowerPC family. and a film editing device called a Moviola.
Further declines in business during 2000 and 2001.1 Billion.. rising for Motorola of about $1. Thus GD decision Systems was formed (and later merged with General Dynamics C4 Systems) from Motorola’s Integrated Information Systems Group. While the technology was proven to work. On October 6. Inc. The new .. Motorola announced that it would spin off its semiconductor product sector into a separate company called Free scale Semiconductor. Iridium failed to attract sufficient customers and they filed for bankruptcy in 1999.PRODUCTS Motorola creates several different products for use of the government. public safety officials. These products include cell phones. and the general public. The business ambitions behind this project and the need for rising venture capital to fund the project led to the creation of the Iridium Company in the late 1990s. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON Semiconductor (ONNN) business August 4. caused Motorola to spin off its government and defense business to General Dynamics. and radios. 2003. SPINOFFS Motorola developed the first truly global communication network using a set of 66 satellites. business installments. laptops. 1999. The business deal closed September 2001.
Motorola is known around the world as an innovator and leader in wireless and broadband communications. Motorola do this by designing and delivering “must have” products. RATING FROM INTEREST GROUPS Motorola received a 1005 rating on the Corporate Equality Index released by the Human Rights Campaign in 2004. Motorola University is one of many places that provide Six Sigma training.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. A fortune 100 company with global presence and impact.8 billion in 2006. information and entertainment they want and need. It is committed to helping the people get and stay connected simply and seamlessly to the people. “must do” experiences and powerful networks – with a full complement of support services as well. . It was created by engineer Bill Smith. 2005 and 2006. under the direction of Bob Galvin (son of founder Paul Galvin) when he was running the company. starting in the third year of the report. Motorola had sales of US$42.
and. sell.ENTERPRISE MOBILITY SOLUTIONS This group includes the mission-critical communications offered by government and public safety sectors and Motorola enterprise mobility business. wireless infrastructure and RFID solutions. Motorola design. With these solutions. Motorola designs. information and communications services over a variety of wired and wireless solutions. HOME AND NETWORKS MOBILITY Operators today are being asked by their subscribers to deliver bandwidth-intensive. manufactures. contents and services within reach. manufactures. advanced data capture. sells and services digital video system solutions and interactive settop devices. voice and data modems for digital subscriber line and cable networks. Motorola is uniquely positioned to capitalize on this trend. Motorola delivers mobile computing. broadband access systems (including cellular infrastructure systems) for cable and satellite television operators. end-to-end systems that seamlessly and reliably enable uninterrupted access to digital entertainment. install and service analog and digital twoway radio as well as voice and data communications products and systems. . wire line carriers and wireless service providers. Motorola empowers consumers by connecting their homes – easily keeping contacts. providing integrated. experience based services – regardless of the network architecture.
• Deal of Distinction Award: Patent generation and robust licensing program. 2006. • Yitzhak Rabin Israeli National Quality Award. 2006.As a pioneer in wireless communications. • Strongest Brands. licensing Executives Society. Motorola not only designs. USA. 2006. Fortune Magazine. • America’s Most Admired Companies. such as mobile music and video – enabling seamless connectivity at work or at play. COMPANY SUCCESS • World’s Most Admired Companies. We offer customers innovative product designs that deliver “must have” experiences. Motorola has transformed the cell phone into an icon of personal technology – an integral part of daily communications. USA and Canada. 2007. . Israel Society for Quality. 2005. Israel. 2006. manufactures sells and services wireless handsets. data management and mobile entertainment. • Most Shareholder-Friendly Companies: No. USA. 12. but also licenses its vast portfolio of intellectual property. • Top 500 Innovators: No. Fortune Magazine. IEEE Standards Association. Business Week. 2007. Our collection spans all cellular and wireless systems and includes integrated software applications as well as one a large complement of Bluetooth-enabled accessories. USA. Institutional Investor. USA. 1. 2008. • Corporate Award: Outstanding Contributions. InformationWeek. USA.
• Industry Innovation Award: WiMAX Distributed Network Architecture. 2004. 2007. USA.• National Medal of Technology: Highest honor for technological innovation. Presented by President George W. EOS Awards. Bush. NXTcomm Chicago. • Excellence in Technology Innovation Ongoing Achievement: WiMAX Flexible Access Point System. USA. Best of WiMAX World Awards. 2007. Best of WiMAX World Europe Awards. HOME AND NETWORKS MOBILITY Winner: WiMAX Flexible Point Access System. exchange Magazine. 2006. • Home-Networking Winners : Mot SVG2500 Wireless VoIP Cable Modem Gateway and Mot SBV5400 VoIP • .
Nanotech Briefs. 2005. 2006. • Product of the year: VoIP Open-Application Enabling Platform. International CES Design and Engineering Awards. • Best of ITS Research & Innovation Winner: MOTODRIVE. Internet telephony. • Malaysia Leadership in ICT R&D Award: Motorola Software Center. • Winner: Best Home Wireless Product. RESEARCH AND DEVELOPMENT • 100 Most Technologically Significant Products of the year: Printed Active Displays. R&D 100 Awards. 2006. 2006. Multimedia Development Corporation. 2006. USA. 2007.Cable Modem/ Cordless Phone System. . ITS America Awards. 2006. • Nano50 Award: Motorola Labs’ NED technology. CES Mark of Excellence Awards.
It also means doing the right thing in all aspects of our business. Excellent Innovation Team Awards. 2005. our customers. our employees. including how we treat the environment. CORPORATE RESPONSIBILITY Corporate responsibility means harnessing the power of our global business to benefit people. Mobile Devices: Motorola China Research Center.• Innovation Excellence Award. our partners and our communities. .
USA. . ROKR E8.• • • • • Top 100 Corporate Citizens: No. 4. USA. Corporate Social Responsibility Certificate. 2008. 2006. Singapore. 2006. 2006. Consumer Electronics Show (CES). 2006. National business Social Responsibility Survey. 2007. Corporate responsibility Officer Magazine. MOBILE DEVICES • Winner: CNET People’s Voice Award. Platinum Health Award. Israel. Outstanding Safety Practice Award. Mexico Center for Philanthropy. National Safety Council. Top 10 Most Socially Responsible businesses. Health Promotion Board.
Bluetooth Special Interest Group (SIG). 2006. CTIA Wireless E-tech Awards. • Winner: Top 20 Products of CES – Editor’s Choice Award. Popular Mechanics magazine. 2006. 2006. • First Place Hardware/Mobile Phone: SLVR L7. ROKR E8. • Winner: MOTORIZR and MOTOKRZR K1m. 2008. • Best of what’s New: MOTO Q. LAPTOP magazine. International CES Design and Engineering Awards. . 2008. International CES Desgin and Engineering Awards. Bluetooth SIG Best of CES Awards. 2006. Popular Science Magazine. 2008. Cell phones and Smartphones category.• Winner: CNET Best of CES. 3GSM Global Mobile Award. 2008. 2008. • Winner: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE. Motorola T815. Consumer Electronics Show. • Unique Product Winner: Motorola Audex Protective Gear. • Winner: 2008 CES Best of Innovations Design and Engineering Award. Smartphone-based navigation system featuring MOTONAV. headphones Category. Consumer Electronics Show. Bluetooth transfer category. • Best Ultra Low Cost Handset. 2006. 2006. ROKR E8. ROKR E8. MOTOROKR S9. • Winner: Best of CES 2008: Best Cell Phone. • Winner: Best of CES.
Mobile News Awards. CNET. 2005. • Best in Class: RAZR V3 Silver. PC News Weekly. Mobile Innovations Award: RAZR V3 Silver. 2005. 2005.• Editor’s Choice. INTRODUCTION History of Cellular Telephony in India . Mobile Phone: RAZR V3 Black/Pink.
Cellular Telephony The technology that gives a person the power to communicate anytime. 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 standards. The most prevalent wireless standard in the world today. all the private operators are presently offering only GSM based mobile services. success and efficiency of any business / economy. The Indian Government when considering the introduction of cellular services into the country. . 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. Although cellular licenses were made technology neutral in September 2005. made a landmark decision to introduce the GSM standard. Mobile telephones have become an integral part of the growth. The new licensees for the 4th cellular licenses that were awarded in July 2001 too. leapfrogging obsolescent technologies / standards. have opted for GSM technology to offer their mobile services. anywhere – has spawned an entire industry in mobile telecommunications.5% of the global digital wireless market. the world’s leading digital standard accounting for 68. Starting off primarily as a European standard. 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. GSM is today.
. Accordingly. a major part of the GDP of the country would be contributed by this sector.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 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. 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.
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 industryMy research will help the telecom industry to know the current scenario of customers with respect to brand preference of mobile phones. Studying about the brand preference of Motorola mobile phones through the respondents. Significance for the researcher Wide exposure to the telecom industry. with respect to Motorola. .
Chennai and Kolkata) and 20 circles. “B” and “C”. while West Bengal and Assam had only one bidder each. with the “A” circle being the most attractive and “C” being the least attractive. Mumbai. the Telecom regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in 1995. licensing and telecom operations. the telecom service areas are divided into four metros (New Delhi. it was stipulated that no firm can win in more than one metro. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders. The government decided to set up TRAI to separate regulatory functions from policy formulation. and the president officially announced the TRAI ordinance on 25 January 2003. three circles or both. The circles are further classified under “A”. Prior to the creation of TRAI. which roughly correspond to the states in India. the Indian government adopted a new economic policy aimed at improving India’s competitiveness in the global markets and the rapid growth of exports. • In 1996.INDUSTRY PROFILE In the early 1990s. Key to achieving these goals was a world-class telecom infrastructure. For the auction. these functions were the sole responsibility of the DOT. • In India. The first cellular service was provided by. The regulatory body at that time – the Department of Telecommunications (DOT) – allocated two cellular licenses for each metro and circle. Modi Telstra in Kolkata in August 1995. .
• High licenses fees and excessive bids for the cellular licenses put tremendous financial burden on the operators. diverting funds away from network development and enhancements. In March 2005. a new telecom policy was put in place (New Telecom Policy 2005). . 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. As a result. Under this new policy. by 2005 many operators failed to pay their licenses fees and were in danger of having their licenses withdrawn.
which help in increasing the sale of mobile phones. . The Secondary Objectives of this study were to identify: • Factors that influence decision-making in purchasing a mobile phone.OBJECTIVES The Primary Objective was to study the perception & buying behavior of customers towards various mobile brands with special reference to “MOTOROLA”. • Brand awareness of MOTOROLA mobile phones in the market. • Various Sources from which mobiles are purchased. • Factors. which a customer looks for in a mobile before making a purchase. • Major features.
which are the two basic methods of collecting primary data.R. • Secondary data sources like catalogue of the company. Sampling Technique – Random Sampling Technique RESEARCH DESIGN: Visited the customers across Delhi and NCR & gathered information required as per the questionnaire. which suffices all research objectives. product range book of the company & various internet .RESEARCH METHODOLOGY Title Justification . SAMPLING METHODOLOGY: Sampling Size – 25 respondents Sampling Area – Delhi and N.This title is justified as it tells about the customer preference towards Motorola mobile phones as compared to other brands.C. DATA COLLECTION: • Primary data has been used by me in the form of Questionnaire & Observation. The research design is probability research design and is descriptive research.
Motorola and Sony Ericsson are the favorite as brands among the customers in Delhi Market.sites such as motorola. .com have been used.com & google. FINDINGS AND DISCUSSIONS FINDINGS Nokia. The general opinion about MOTOROLA mobile phones is that it is either good or satisfactory. The brand awareness of MOTOROLA mobile phones seems to be almost 100%. Samsung. closely followed by others.
DATA ANALYSIS AND INTERPRETATION Analysis based on the questionnaires:1) Are you using a mobile phone? 50 40 30 20 10 0 Using Not Using Interpretation:- .
.Out of 50 respondents all 50 are using a mobile. Concrete Terms:. 2) Which company handset are you using? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Nokia Samsung Motorola Sony Ericsson Others 1st Qtr Interpretation:The above chart shows the percentage of various handsets used by the respondents.It was found out that all the 50 respondents were using mobile phones.
3) Are you satisfied? 45 40 35 30 25 20 15 10 5 0 1st Qtr Satisfied Not Satisfied Interpretation:The chart shows maximum number of respondents who were satisfied with their handsets.Concrete Terms:.Out of 50 respondents 22 respondents are using Nokia while 11 are using Motorola. 6 are using Sony Ericsson. . 6 are using Samsung and rest uses the other brands.
Concrete Terms:.Out of 50 respondents 42 respondents are satisfied with the handsets they are using while 8 are not satisfied with their handsets. 4) Are you aware of the brand “Motorola”? 50 40 30 20 10 0 Aware Not Aware Interpretation:The above chart shows the percentage of respondents who were aware of the brand Motorola. .
Concrete Terms:.Out of 50 respondents 49 are aware of brand Motorola. 5) In what time you are thinking to change your handset or buying a new one? 40% 35% 30% 25% 20% 15% 10% 5% 0% 1st Qtr 1 Week 1 Month 6 Months 1 Year Interpretation:- .
10 changes their handset in a year while just 9 of them changes their handset in a week.Out of 50 respondents 20 changes their handset in a time period of 6 months. Concrete Terms:. 6) To which handset will you move? 40% 35% 30% 25% 20% 15% 10% 5% 0% Nokia Sony Ericsson Others 1st Qtr Interpretation:The above chart depicts the respondents’ next preference for mobile phones. 11 changes their handset in a month. .The above chart depicts the respondents buying behavior with reference to time.
18 are willing to switch over to Nokia. 7) Where do you generally purchase your handsets from? 40 35 30 25 20 15 10 5 0 1st Qtr Dealers Grey Market Others Interpretation:The above chart shows the source of purchase of handset of the respondents.Concrete Terms:. .Out of 50 respondents 14 respondents are willing to switch over to Sony Ericsson.
Out of 50 respondents 36 respondents purchases their handset from the dealers.Concrete Terms:. 8) Do you think Motorola mobile phones are value for money? 40 35 30 25 20 15 10 5 0 1st Qtr Yes No Interpretation:- . 8 respondents purchases their handsets from grey market while the rest 6 respondents purchases their handset from the other sources available.
The above chart shows the maximum respondents consider Motorola mobile phones value for their money. 9) What according to you is the most important additional feature that should be present in a mobile phone? 25 20 Bluetooth 15 10 5 0 1st Qtr Camera Mp3 MMS Other Features .Out of 50 respondents 40 considers Motorola mobile phones value for their money rest 10 respondents contradict on this. Concrete Terms:.
Concrete Terms:Out of 50 respondents 22 gives preference to Bluetooth as an additional feature while purchasing handset. 10) How important is after sales service in the mobile industry ? . 6 gives preference to mms while rest 4 respondents prefer to have some other additional features apart from these.Interpretation:The above chart shows the various additional features which customers take into account while purchasing handset. 6 gives preference to mp3. 12 respondents gives preference to camera.
Out of 50 respondents 31considers after sales services very important while 16 respondents considers it a little less than very important and the rest 3 respondents gives it an average position.35 30 25 20 15 10 5 0 1st Qtr Very Important Important Average Interpretation:The above chart shows the after sales service is considered to be of prime importance to the respondents. DISTRIBUTION CHANNEL Most of the executives who were surveyed said that they preferred to purchase their material from a dealer. Concrete Terms:. .
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 . .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.Distribution of products constitutes an important element of marketing – mix of a firm. In the Telecom Industry there are usually National & City distributors.i. After development of a product. In my survey I found that almost 90% of the customers purchased their phones from local dealers and only 10% of them purchased from the sales representative of the company. the marketing manager has to decide channels or routes through which the product will flow. The company through this practice of it’s not only able to increase its revenue but is also able to increase its margin better. A three-tier system is followed whereby: Tier 1 – Company ---------.National Distributor Tier 2 – National Distributor ---------. Tier 1 – Company ---------.National Distributor Tier 2 – National Distributor ---------.e.
which focuses more on their state of the art Handsets. BenQ. Alcatel etc will have to justify their launch in the long run. 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. In such a scenario not only the existing companies but also the new entrants such as MOTOROLA. Today almost all mobile companies have followed suit and come out with their own in-built camera mobiles. Motorola and Sony Ericsson. 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. not only is the after sale service excellent but also the quality and pricing of products is excellent.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. Nokia is certainly a value for money mobile as more than 90% of the dealers interviewed agreed on this statement. 1 selling Handset in Delhi followed by Samsung. .
which accounts for at least 50% in the survey conducted. it is not only possible to send your multimedia messages from one phone to another. 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. suiting his pocket need and requirement. and it is due to these very features only that becomes the purchasing factor for the customer. but also from phone to email. each trying to showcase and push forward its own particular brand with umpteen numbers of features. both for private and corporate use. This feature dramatically increases the possibilities of mobile communication. 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. and vice versa. Mobile these days are being added with new features every second day to lure the customer. 2. MMS (Multimedia Messaging Service) – With MMS.MAJOR FEATURES THAT A CUSTOMER LOOKS FOR IN A MOBILE The Market is flooded with all sorts of mobile brands. Some of the most common features that a customer demands these days are: 1. 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. Most of the color phones boast of 65000-color display.
4. 5. but ultimately it’s the customer who has to decide and make the best choice for him. 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. Companies often promise of talk time of 4-6 hrs on various handsets. Camera phones accounted for at least 10% respondents in the survey conducted. 6. These phones serve the twin service of mobile and a camera. . 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.3. Integrated Camera – The latest in-thing. which can last the longest. Talk/Stand by Time – Customers do pay a lot of attention on talk/stand by time as they want a mobile. mobile phones with in-built camera. One can not only click but also store photos and even send it to their near and dear ones. Size/Weight – These days mobile handsets come in various shapes and sizes with different weights.
Mp3 ring tones sound great and truly make your phone unique.7. 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 substandard battery always makes the customer vary of the companies’ products and services. 10. 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. 9. . weather reports and flight timings etc. such as news. Mp3 ring tones phones are in major demand by the customers. WAP (Wireless Application Protocol) – WAP let’s one access the Internet-based services supported by your network. even when you are mobile.
The company has a huge advertisement budget which helps in brand positioning & recall. which is considered to be a technically advanced country with advanced products to meet the requirements of target customers internationally. • Lack of R & D centers also makes it difficult to launch new products over here. 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.SWOT ANALYSIS STRENGTH A well established brand name helps in promoting a new range of products. • Lack of production centers in India makes the product costlier as most of the parts have to be imported. . MOTOROLA is a Multinational Company based in South Korea. WEAKNESS • The company needs to evolve a comprehensive plan & strategy to make inroads into a part of middle class & upper middle class. The company has a wide range of products to suite the purse & the taste of various segments of customers.
• Globalization is yet another opportunity. The nearest competitors having the identical product range are the greatest threat to the company.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. . 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. • 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.
M (Total Quality Management). • Consumers do not get satisfied with the promotional policies of the company.Q. 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. Even then a number of other brands are entering the market and are acquiring a good market share. • The company should continue to work on the Strategy of T. • The MOTOROLA is brand in itself and none of the other brands are in a position to compare with it in Quality. . Reliability and Brand Image.RECOMMENDATIONS • The company should try to reach maximum consumers in India by making distribution channel more effective. New techniques of promotion are required to create awareness about the entire range of MOTOROLA products.
So.LIMITATIONS • A small sample size of 50 customers was considered due to lack of time & resource constraints.C. • With regards to uneducated customers it was difficult to get across to them all the features of their respective mobile phones.R. we cannot say that the same response will exist throughout India. . • The scope of the project is limited to the city of Delhi and N.
which influence the people. Consumers also judge the after sale service availability of the company before purchasing a mobile. Newspaper and Magazines. They sell different brands to gain more volume and 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.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. According to the dealers advertising and promotional schemes along with other schemes also affect the customer’s willingness.. are T. .V. Aggressive advertising put into effect for a long time in the customers mind. Consumers prefer a MNC band due to the quality and technological superior features.
wikipedia.in/search? hl=en&q=motorola&meta http://www.jsp? globalObjectId=8592-11929 COMPANY CATALOUGE & BROCHURES: http://solutionscatalog.co.nesscoinvsat.motorola.com/content.com/invsat/default_produ ct_page.org/wiki/Motorola http://www.asp?pageid=615 .google.BIBLIOGRAPHY WEBSITES: http://en.motorola.com/ http://www.
Are you using a mobile? o Yes o No Q2.ANNEXURE QUESTIONNAIRE Name: __________________________ Age: ______yrs Occupation: _________________ Q1. Which company handset are you using? .
o o o o o Nokia Samsung Motorola Sony Ericsson Others Q3. Are you aware of the brand “Motorola”? o o Yes No Q5. In what time you are thinking to change your handset or buying a new one? o o o o Within Within Within Within a week a month six months a year Q6. Are you satisfied? o Yes o No Q4. To which handset will you move? o Nokia o Samsung o Motorola .
How important is after sales service in the mobile industry? o o o Very Important Important Average . What according to you is the most important additional feature that should be present in a mobile phone? oIntegrated camera oBluetooth oMp3 oMMS oOthers Q10. Where do you generally purchase your handsets from? oDealers oGrey market oOthers Q8. Do you think Motorola mobile phones are value for money? o o Yes No Q9.o Sony Ericsson o Others Q7.
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