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BRAND PREFERENCE OF MOTOROLA MOBILE PHONES
Submitted in partial fulfillment of the requirement of Bachelor of Business Administration (BBA)
MS. SEEMA CHAUDHARY
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.
.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.
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. It basically helps understanding the brand preference of consumers with regard to mobile phones.PREFACE The project gives an insight of the telecom sector through Motorola India ltd. The research will also bring to light what all factors a customer considers at the time of purchase of a new mobile phone.
1 About Telecom Industry COMPANY PROFILE 4.1 Executive Summary 1.1Research Objective 2. 3.1Statistical Data Analysis FINDINGS CONCLUSION BIBLIOGRAPHY ANNEXURE 2.7 Company Success 4.3 Cellular Industry In India RESEARCH METHODOLOGY 2. 4. 9.4 Ratings From Interest Group 4. 1. Page No.8 SWOT Analysis RESEARCH AND DEVELOPMENT DATA ANALYSIS AND INTERPRETATION 6. 5.6 Mobile Devices 4.2 Introduction 1.5 Enterprise Mobility Solutions 4.5 Sampling Methodology INDUSTRY PROFILE 3. 8. 10.3 Design 2.TABLE OF CONTENTS Chapter Chapter Name No. 7.2 Products 4.2 Significance 2.1 About the company (History) 4.3 Quality Systems 4. .4 Data Collection 2. INTRODUCTION 1. 6.
THE REPORT GIVES A DETAILED ACCOUNT OF SUCH FACTS. SAMSUNG. LG & PANASONIC ALONG WITH CERTAIN NEW ENTRANTS. TO STUDY THE MOBILE MARKET CONDITION IN CONTEXT TO POSITION OF MOBILE SALES. WHICH ARE ARRIVED AT AFTER ANALYSING THE DATA. BRANDS. PURCHASING FACTORS.EXECUTIVE SUMMARY THE COMPANY: MOTOROLA ELECTRONICS INDIA LTD.THERE ARE CERTAIN FACTS. SONY ERICSSON. OBJECTIVE: THE PROJECT ENTAILS MAINTAINING THE DATABASE OF THE LEADS PROVIDED AND GIVE DEMONSTRATIONS AND SALES OF MOTO RAZR CELL PHONE. INTRODUCTION . COMPETITORS: THE MAIN COMPETITORS OF MOTOROLA WITH REFERENCE TO MOBILES ARE NOKIA. FEATURES & AFTER SALE SERVICE OF MOTO RAZR BRAND. CONCLUSIONS: WERE DERIVED FROM RESULTS OF THE SURVEY.
soon came to represent the Global System for Mobile Communications as it achieved the status of a world-wide standard. the world's leading digital standard accounting for 68. success and efficiency of any business / economy. anywhere has spawned an entire industry in mobile telecommunication. 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. made a landmark decision to introduce the GSM standard. leapfrogging obsolescent technologies / standards.5% of the global digital wireless market. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption.HISTORY OF CELLULAR TELEPHONY IN INDIA Cellular Telephony The technology that gives a person the power to communicate anytime. The Indian Government when considering the introduction of cellular services into the country. development and deployment and evolution of the GSM standard for digital wireless communications. Starting off primarily as a European standard. The most prevalent wireless standard in the world today. is GSM. GSM is today. Mobile telephones have become an integral part of the growth. . the Group Special Mobile as it was then called.
a major part of the GDP of the country would be contributed by this sector. . The new licensees for the 4th cellular licenses that were awarded in July 2001 too. 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 also anticipated that going forward. but also has widespread ramifications on the entire economy of the country.Although cellular licenses were made technology neutral in September 2005. Cellular Industry in India • The Government of India recognizes that the provision of a worldclass telecommunications infrastructure and information is the key to rapid economic and social development of the country. have opted for GSM technology to offer their mobile services. all the private operators are presently offering only GSM based mobile services. Accordingly. It is critical not only for the development of the Information Technology industry.
Objectives The Primary Objective was to study the perception & buying behavior of customers towards various mobile brands with special reference to “MOTOROLA”.RESEARCH METHODOLOGY Title – Brand preference of Motorola mobile phones. • Brand awareness of MOTOROLA mobile phones in the market. • Factors. Title Justification – This title is justified as it tells about the customer preference towards Motorola mobile phones as compared to other brands. 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. which help in increasing the sale of mobile phones. • Various Sources from which mobiles are purchased. .
RESEARCH DESIGN: - . Studying about the brand preference of Motorola mobile phones through the respondents.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. 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. Significance for the researcher – Wide exposure to the telecom industry.
C. SAMPLING METODOLOGY: Sampling Unit . which suffices all research objectives. which are the two basic methods of collecting primary data.R. Visited the customers across Delhi and NCR & gathered information required as per the questionnaire.Delhi and N.com have been used. The research design is probability research design and is descriptive research.MOTOROLA ELECTRONICS INDIA LTD. Sampling Size – 50 respondents . • Secondary data sources like catalogue of the company.com & google. product range book of the company & various internet sites such as motorola. Sampling Technique . DATA COLLECTION: • Primary data has been used by me in the form of Questionnaire & Observation.Random Sampling technique Sampling Area .
while West Bengal and Assam had only one bidder each. Modi Telstra in Kolkata in August 1995. Chennai and Kolkata) and 20 circles. it was stipulated that no firm can win in more than one metro. The regulatory body at that time — the Department of Telecommunications (DOT) — allocated two cellular licenses for each metro and circle. the telecom service areas are divided into four metros (New Delhi. • In India. which roughly correspond to the states in India. The circles are further classified under "A. The first cellular service was provided by. three circles or both. Mumbai. For the auction. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders. licensing and telecom operations. Prior to the creation of TRAI. the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports." with the "A" circle being the most attractive and "C" being the least attractive. • In 1996. 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." "B" and "C. The government decided to set up TRAI to separate regulatory functions from policy formulation. Key to achieving these goals was a world-class telecom infrastructure. .INDUSTRY PROFILE In the early 1990s. these functions were the sole responsibility of the DOT. and the president officially announced the TRAI ordinance on 25 January 2003.
As a result. by 2005 many operators failed to pay their license fees and were in danger of having their licenses withdrawn. diverting funds away from network development and enhancements. Under this new policy.• High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators. 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. . a new telecom policy was put in place (New Telecom Policy 2005). In March 2005.
USA CEO & Chairman Edward Zander Industry Telecommunications Products Embedded systems Microprocessors Mobile phones Two-Way radios Networking Systems Revenue $41.COMPANY PROFILE Headquarters Schaumburg.2 billion Net income $4. Illinois.000 Slogan Hello Moto and also "Intelligence Everywhere" .578 billion Employees 66.
. During the year 2001. 3000 Crores. in 2004. MOTOROLA is poised to surpass its turnover target of Rs. • The year 2001 witnessed MOTOROLA becoming the fastest growing company in the consumer electronics. MOTOROLA achieved another benchmark with the first ever sales of One Lakh ACs (Windows and Splits) in a calendar year. MOTOROLA set up a state-of-the art manufacturing facility at Greater Noida. Having achieved this milestone. 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. 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. with an investment of Rs 500 Crores. near Delhi. • 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. 2003 after clearance from the Foreign Investment Promotion Board (FIPB).MOTOROLA Electronics a wholly owned subsidiary of MOTOROLA Electronics was established in January. home appliances and computer peripherals industry. 2700 Crores this year and clock a turnover of Rs. 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.
Semi Automatic Washing Machines. "Our growth record has led us to expand manufacturing presence in India. • MOTOROLA Electronics India is the fastest growing company in the consumer electronics. MOTOROLA Electronics said. Air Conditioners." He added. • Mr. MOTOROLA Electronics is continually providing superior technology products & value for money to over 50 lac households in India. Frost-Free Refrigerators and Microwaves Ovens. home appliances and computer peripherals industry today. In Colour Televisions having set the sales target of one million units of Color Televisions for 2002.• This year. Managing Director. K. " . MOTOROLA has emerged as the leader in Colour 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.R. MOTOROLA has already achieved the one million mark in the month ahead of its target. 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. Kim.
. defense electronics. radios. Many of Motorola's products have been radio-related. starting with a battery eliminator for radios. Motorola has been the main supplier for the microprocessors used in Commodore Amiga. cellular infrastructure equipment. The Motorola prefix "motor-" was chosen because the company's initial focus was in automotive electronics. RCA made a "radiola". Apple Macintosh and Power Macintosh personal computers. there was also a company that made jukeboxes called Rock-Ola. through the first walkie-talkie in the world. The chip used in the latter computers. Founders Paul Galvin and Joe Galvin came up with the name Motorola when their company started manufacturing car radios. The company was also strong in semiconductor technology." the most famous being Victrola. and other audio equipment in the early 20th century used the suffix "ola. but the word had been used as a trademark since the 1930s. including integrated circuits used in computers. and mobile phone manufacturing. the PowerPC family. A number of early companies making phonographs. The name Motorola was adopted in 1947. and a film editing device called a Moviola.History Motorola started as Galvin Manufacturing Corporation in 1928. including satellite systems. was developed with IBM and in a partnership with Apple (known as the AIM alliance). Motorola also has a diverse line of communication products. digital cable boxes and modems.
Inc. caused Motorola to spin off its government and defense business to General Dynamics. Spinoffs Motorola developed the first truly global communication network using a set of 66 satellites. and the general public. . laptops. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON Semiconductor (ONNN) business August 4. These products include cell phones. While the technology was proven to work. The business deal closed September 2001. and radios.. Iridium failed to attract sufficient customers and they filed for bankruptcy in 1999. On October 6. raising for Motorola of about $1. 2003. Thus GD Decision Systems was formed (and later merged with General Dynamics C4 Systems) from Motorola's Integrated Information Systems Group. public safety officials. Further declines in business during 2000 and 2001. 1999. The new company began trading on the New York Stock Exchange on July 16th of the following year.1 Billion. Motorola announced that it would spin off its semiconductor product sector into a separate company called Freescale Semiconductor.Products Motorola creates several different products for use of the government. business installments. 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.
It is committed to helping the people get and stay connected simply and seamlessly to the people. starting in the third year of the report. 2005 and 2006 . under the direction of Bob Galvin (son of founder Paul Galvin) when he was running the company. A Fortune 100 company with global presence and impact.Quality systems The Six Sigma quality system was developed at Motorola even though it became best known through its use by General Electric. Ratings from interest groups Motorola received a 100% rating on the Corporate Equality Index released by the Human Rights Campaign in 2004. information and entertainment they want and need. Motorola is known around the world as an innovator and leader in wireless and broadband communications. Motorola University is one of many places that provide Six Sigma training. Motorola do this by designing and delivering "must have" products. Enterprise Mobility Solutions: . It was created by engineer Bill Smith. Motorola had sales of US$42. "must do" experiences and powerful networks — with a full complement of support services as well.8 billion in 2006.
voice and data modems for digital subscriber line and cable and. solutions. Motorola design. Motorola is uniquely positioned to capitalize on this trend. wireless infrastructure and RFID solutions. and services digital networks. wireline interactive (including With set-top cellular these devices. broadband carriers and access systems infrastructure systems) for cable and satellite television operators. end-to-end systems that seamlessly and reliably wireless enable uninterrupted access designs. Motorola delivers mobile computing. wireless service providers.This group includes the mission-critical communications offered by government and public safety sectors and Motorola enterprise mobility business. content and services within reach. sell. advanced data capture. solutions to digital entertainment. . Motorola video system manufactures. manufactures. providing integrated. install and service analog and digital two-way radio as well as voice and data communications products and systems. sells and information and communications services over a variety of wired and solutions. Motorola empowers consumers by connecting their homes — easily keeping contacts. Home & Networks Mobility: Operators today are being asked by their subscribers to deliver bandwidth-intensive. experience-based services — regardless of the network architecture.
but also licenses its vast portfolio of intellectual property. such as mobile music and video — enabling seamless connectivity at work or at play. Motorola not only designs. 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. manufactures sells and services wireless handsets.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. .
USA. 2005 • National Medal of Technology: Highest honor for technological innovation. USA. 2006 Top 500 Innovators: No. USA. USA. Presented by President George W. USA. Fortune Magazine. Licensing Executives Society. 2006 • Corporate Award: Outstanding Contributions. BusinessWeek. 12. Bush. USA. USA and Canada. 1. 2006 • Deal of Distinction Award: Patent generation and robust licensing program. 2007 • • • Strongest Brands.COMPANY SUCCESS • America's Most Admired Companies. IEEE Standards Association. 2006 Most Shareholder-Friendly Companies: No. 2004 . InformationWeek. Institutional Investor.
EOS Awards. 2007 • Industry Innovation Award: WiMAX Distributed Network Architecture. 2006 • Winner: Best Home Wireless Product. 2005 . exchange Magazine. NXTcomm Chicago. Internet Telephony. CES Mark of Excellence Awards. 2007 • Excellence in Technology Innovation Ongoing Achievement: WiMAX Flexible Access Point System. 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. USA. 2006 • Product of the Year: VoIP Open-Application Enabling Platform. USA. Best of WiMAX World Awards.HOME AND NETWORKS MOBILITY • Winner: WiMAX Flexible Point Access System. Best of WiMAX World Europe Awards.
2005 . 2006 • Innovation Excellence Award. 2007 • Nano50 Award: Motorola Labs' NED technology. Excellent Innovation Team Awards. ITS America Awards. R&D 100 Awards.RESEARCH AND DEVELOPMENT • 100 Most Technologically Significant Products of the Year: Printed Active Displays. Nanotech Briefs. Multimedia Development Corporation. Mobile Devices: Motorola China Research Center. 2006 • Malaysia Leadership in ICT R&D Award: Motorola Software Center. 2006 • Best of ITS Research & Innovation Winner: MOTODRIVE.
Health Promotion Board. USA. Israel. • Top 100 Corporate Citizens: No. USA. It also means doing the right thing in all aspects of our business. our customers. 2006 . our partners and our communities. our employees. Mexico Center for Philanthropy. 2007 • Outstanding Safety Practice Award. Singapore. 2006 • Top 10 Most Socially Responsible Businesses. National Business Social Responsibility Survey. 2006 • Corporate Social Responsibility Certificate. 4.CORPORATE RESPONSIBILITY Corporate responsibility means harnessing the power of our global business to benefit people. National Safety Council. including how we treat the environment. Corporate Responsibility Officer Magazine. 2006 • Platinum Health Award.
2006 • First Place Hardware/Mobile Phone: SLVR L7. 2006 Unique Product Winner: Motorola Audex Protective Gear. 2006 • • Best of What's New: MOTO Q. 2005 • • Best in Class: RAZR V3 Silver. PC News Weekly. Popular Science Magazine. 2005 . 3GSM Global Mobile Awards. 2006 • Winners: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE. International CES Design and Engineering Awards.MOBILE DEVICES • Best Ultra Low Cost Handset. Bluetooth SIG Best of CES Awards. 2006 • Editor's Choice. CNET. CTIA Wireless E-tech Awards. 2006 • Winners: MOTORIZR and MOTOKRZR K1m. 2005 Mobile Innovations Award: RAZR v3 Silver. Mobile Phone: RAZR V3 Black/Pink. Mobile News Awards. International CES Design and Engineering Awards.
Out of 50 respondents all 50 are using a mobile. .DATA ANALYSIS AND INTERPRETATION Analysis based on the questionnaire: - 1. CONCRETE TERMS: .) 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.
) Which company handset are you using? 8% 20% 44% 22% 6% nokia samsung motorola sony ericsson others Interpretation:The above chart shows the percentage of various handsets used by the respondents. CONCRETE TERMS:. 3 are using Samsung and rest uses the other brands.2. .Out of 50 respondents 22 respondents are using Nokia while 11 are using Motorola. 10 are using Sony ericsson.
CONCRETE TERMS:. .3.) Are you satisfied? 26% yes no 74% Interpretation: The chart shows maximum number of respondents who were satisfied with their handsets.Out of 50 respondents 37 respondents are satisfied with the handsets they are using while 13 are not satisfied with their handsets.
All 50 respondents are aware of brand Motorola. CONCRETE TERMS:.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. .
5. CONCRETE TERMS:.) In what time you are thinking to change your handset or buying a new one? 12% 8% 34% 46% a week a month six months a year Interpretation: The above chart depicts the respondents buying behavior with reference to time.Out of 50 respondents 23 changes their handset in a time period of 6 months. 17 changes their handset in a .
. 6 changes their handset in a year while just 4 of them changes their handset in a week.month.
6.Out of 50 respondents 15.) To which handset will you move? 15% 29% 31% 18% 7% nokia samsung motorola sony ericsson others Interpretation: This chart depicts the respondents’ next preference for mobile phones. . CONCRETE TERMS:.5 respondents are willing to switch over to Sony ericsson.
10 respondents purchases their handset from grey market while the rest 3 respondents purchases their handset from the other sources available.7.Out of 50 respondents 37 respondents purchases their handset from the dealers.) Where do you generally purchase your handsets from? grey market 20% others 6% dealer 74% dealer grey market others Interpretation: This shows the source of purchase of handset of the respondents. CONCRETE TERMS:. .
CONCRETE TERMS:.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.Out of 50 respondents 44 considers Motorola mobile phones value for their money rest 6 respondents contradicts on this. .
5 gives preference to mms while the rest 4 respondents prefer to have some other additional features apart from these.What according to you is the most important additional feature that should be present in a mobile phone? 10% 16% 8% 26% 40% camera bluetooth mp3 mms others Interpretation: This shows the various additional features which customer takes into account while purchasing handset.Out of 50 respondents 20 gives preference to Bluetooth as an additional feature while purchasing a handset. 8 gives preference to mp3. 13 respondents gives preference to camera. . CONCRETE TERMS:.
imp imp average 70% Interpretation: This shows that the after sales service is considered to be of prime importance to the respondents. CONCRETE TERMS:. .) How important is after sales service in the mobile industry? 4% 26% v.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.8.
FINDINGS Nokia. Motorola and Sony Ericsson are the favorite as brands among the customers in Delhi Market. closely followed by others. The general opinion about MOTOROLA mobile phones is that it is either good or satisfactory. . Samsung. The brand awareness of MOTOROLA mobile phones seems to be almost 100%.
National Distributor Tier 2 – National Distributor ----------.e Tier 1 – Company -----------.Local Distributor Tier 3 – Local Distributor -----------. A three-tier system is followed whereby: Tier 1 – Company .. In the Telecom Industry there are usually National & City distributors.. After development of a product..SOURCES FROM WHICH MATERIAL IS PURCHASED Most of the executives who were surveyed said that they preferred to purchase their material from a dealer.National 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. 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.Local Distributor . Distribution of products constitutes an important element of marketing –mix of a firm.National Distributor Tier 2 .
The company through this practice of its is not only able to increase its revenue but is also able to increase its margins better. .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.
BenQ.1 selling Handset in Delhi followed by Samsung. 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. Today almost all mobile companies have followed suit and come out with their own in-built camera mobiles. Motorola and Sony Ericsson.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. not only is the after sale service excellent but also the quality and pricing of products is excellent. Alcatel etc will have to justify their launch in the long run. In such a scenario not only the existing companies but also the new entrants such as MOTOROLA. 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. Nokia is certainly a value for money mobile as more than 90% of the dealers interviewed agreed on this statement. . which focuses more on their state of the art Handsets. The biggest advantage that has worked in Nokia’s favor is its marketing strategy.
Mobile these days are being added with new features every second day to lure the customer. MMS (Multimedia Messaging Service). which makes not only the resolution but also the picture quality treat to the eyes.• 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. Color screen phones are in major demand by the public. 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. both for private and corporate use. but also from phone to e-mail. 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. . This feature dramatically increases the possibilities of mobile communication. each trying to showcase and push forward its own particular brand with umpteen numbers of features. which accounts for at least 50% in the survey conducted. and it is due to these very features only that becomes the purchasing factor for the customer. and vice versa. Most of the color phones boast of 65000-color display. 2.With MMS. it is not only possible to send your multimedia messages from one phone to another.
3. One can not only click but also store photos and even send it to their near and dear ones. 6. weather reports and flight timings etc. 4. Size/Weight – These days mobile handsets come in various shapes and sizes with different weights. 5. which can last the longest. Integrated Camera – The latest in-thing. Talk/Stand by Time – Customers do pay a lot of attention on talk/stand by time as they want a mobile. 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. Camera phones accounted for at least 10% respondents in the survey conducted. WAP (Wireless Application Protocol) – WAP let’s one access the Internet-based services supported by your network. even when you are mobile. mobile phones with inbuilt camera. such as news. . These phones serve the twin service of mobile and a camera. Companies often promise of talk time of 4-6 hrs on various handsets. 7. but ultimately it’s the customer who has to decide and make the best choice for himself. 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.
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.
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.
So.LIMITATIONS • A small sample size of 50 customers was considered due to lack of time & resource constraints. . we cannot say that the same response will exist throughout India.R.C. • The scope of the project is limited to the city of Delhi and N. • With regard to uneducated customers it was difficult to get across to them all the features of their respective mobile phones.
. 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. which is considered to be a technically advanced country with advanced products to meet the requirement of target customers internationally.SWOT ANALYSIS STRENGTH: A well established brand name helps in promoting a new range of products. 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. MOTOROLA is a Multinational Company based in South Korea.
• Lack of R & D centers also makes it difficult to launch new products over here.WEAKNESS: • The company needs to evolve a comprehensive plan & strategy to make inroads into a part of middle class & upper middle class. 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. . • Lack of production centers in India makes the product costlier as most of the parts have to be imported. if failed effectively & promptly.
The nearest competitors having the identical product range are the greatest threat to the company.THREATS: It is natural that threats from the existing as well as new entrants will affect the present turnover & Market share. .
.MOTOROLA APODTED IMPROVEMENT TECHNOLOGY FOR ENHANCING THE MOBILE FEATURES Motorola adopts Linux for future mobile phones.
lightweight flipphone 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.Motorola debuts next Linux-based smartphone – Motorola's next Linux-based smartphone have a slim. non-Linux-based E1 model. according to a short yet effusive online review of the device that also includes an ample photo gallery .
partners with Yahoo! – Motorola are partner with Yahoo! on mobile phone and iRadio product content.Motorola spawns Linux phone triplets. Motorola L6 (ultra-thin but very affordable). Motorola mobiles are reported to have lesser breakdowns than other mobile phones. Motorola had a commanding lead in the analog cellphone market. RAZR V3c (CDMA) and RAZR V3i (with Apple iTunes). Motorola has a 22% market share as of July. . The latest models include the PEBL. but failed to jump on the digital bandwagon. Motorola has always been one of the most trusted brands in mobile communications. SLVR L7 (more expensive variant of L6). 2006.
TRAI.COM COMPANY CATALOGUE & BROCHURES .BIBLIOGRAPHY WEBSITES: • HTTP:// WWW.COM • HTTP:// WWW.GOOGLE.COM • HTTP:// WWW.MOTOROLA.
Which company handset are you using? Nokia Samsung Motorola Sony Ericsson Others . Are you using a mobile? Yes No Q2.ANEXURE QUESTIONNAIRE Name: Age: Occupation: Q1.
Q3. 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 . Are you satisfied? Yes No Q4. Are you aware of the brand “Motorola”? Yes No Q5.
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 . To which handset will you move? Nokia Samsung Motorola Sony Ericsson Others Q7.Q6.
How important is after sales service in the mobile industry? Very important Important Average . 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.Q9.