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PROJECT REPORT

ON
BRAND PREFERENCE OF
MOBILE PHONES WITH SPECIAL
REFERENCE
TO
MOTOROLA PHONES

I.P. University

Submitted to:
Submitted by:
Dr Ashita Sharma Nitish
Mudgal
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: ______________________________

Date:
ACKNOWLEDGEMENT

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.
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.
CONTENTS

1. CERTIFICATE.

2. ACKNOWLEDGEMENT.

3. PREFACE.

4. INTRODUCTION
(a) Company Profile.
(b) Introduction.
(c) Scope of Industry.
(d) Objective.

5. RESEARCH METHODOLOGY
(a) Sample Size.
(b) Sample Location.
(c) Research Design.
(d) Data Collection.

6. FINDINGS AND DISCUSSIONS

7. RECOMMENDATIONS
(a) Limitations.
(b) Conclusions.

8. BIBLIOGRAPHY.
COMPANY PROFILE

Motorola Inc.

Type Public (NYSE: MOT)


Founded 1928
Key People Grey Brown, President and Co-CEO
Sanjay Jha, Co-CEO
Industry Telecommunications
Embedded Systems
Microprocessors
Products Mobile Phones
Two-Way radios
Networking Systems
Market cap $ 15 billion USD (2008)
Revenue $36.622 billion USD (2007)

Operating $553.0 million USD (2007)


Income

Net Income $49.0 million USD (2007)

Employees 66,000 (2008)

Website www.motorola.com
MOTOROLA ELECTRONICS a wholly owned subsidiary of
MOTOROLA ELECTRONICS was established in January, 2003
after clearance from the Foreign Investment Promotion
Board (FIPB). The trend of beating industry norms started
with the fastest ever-nationwide launch by MOTOROLA in a
period of 4 and 5 months with the commencement of
operations in May 2003.

MOTOROLA set up a state-of-the art manufacturing facility


at Greater Noida, near Delhi, in commenced the home
production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida
manufacturing unit.

• The Greater Noida manufacturing unit line has been


designed with the latest technologies at par with
international standards at Korea and is one of the most
Eco-friendly units amongst all MOTOROLA
manufacturing plants in the world.
• The year 2001 witnessed MOTOROLA becoming the
fastest growing company in the consumer electronics,
home appliances and computer peripherals industry.
The company had till the month of October 2001
achieved a cumulative turnover of Rs. 5000 Crores in
India since its inception in 2003, making it the fastest
ever Rs. 5000 Crores clocked by any company in the
Indian consumer electronics and home appliances
industry. Having achieved this milestone, MOTOROLA
achieved another benchmark with the first ever sales of
One Lakh ACs (Windows and Splits) in a calendar year.
MOTOROLA is poised to surpass its turnover target of
Rs. 2700 Crores this year and clock a turnover of Rs.
3000 Crores.

This year, MOTOROLA has emerged as the leader in
Color Televisions, Semi Automatic Washing Machines,
Air Conditioners, Frost-Free Refrigerators and
Microwaves Ovens. In Color Televisions having set the
sales target of one million units of Color Televisions for
2002, MOTOROLA has already achieved the one million
mark in the month ahead of its target.
• MOTOROLA ELECTRONICS India is the fastest growing
company in the consumer electronics, home appliances
and computer peripherals industry today.
• MOTOROLA ELECTRONICS is continually providing
superior technology products and 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 rising 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, rising 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.

RATING FROM INTEREST GROUPS

Motorola received a 1005 rating on the Corporate Equality


Index released by the Human Rights Campaign in 2004,
2005 and 2006, starting in the third year of the report.
Motorola is known around the world as an innovator and
leader in wireless and broadband communications. It is
committed to helping the people get and stay connected
simply and seamlessly to the people, information and
entertainment they want and need. Motorola do this by
designing and delivering “must have” products, “must do”
experiences and powerful networks – with a full complement
of support services as well. A fortune 100 company with
global presence and impact, Motorola had sales of US$42.8
billion in 2006.
ENTERPRISE MOBILITY SOLUTIONS

This group includes the mission-critical communications


offered by government and public safety sectors and
Motorola enterprise mobility business. Motorola design,
manufactures, sell, install and service analog and digital two-
way radio as well as voice and data communications
products and systems. Motorola delivers mobile computing,
advanced data capture, wireless infrastructure and RFID
solutions.

HOME AND NETWORKS MOBILITY

Operators today are being asked by their subscribers to


deliver bandwidth-intensive, experience based services –
regardless of the network architecture. Motorola is uniquely
positioned to capitalize on this trend, providing integrated,
end-to-end systems that seamlessly and reliably enable
uninterrupted access to digital entertainment, information
and communications services over a variety of wired and
wireless solutions. Motorola designs, manufactures, sells and
services digital video system solutions and interactive set-
top devices; voice and data modems for digital subscriber
line and cable networks; and, broadband access systems
(including cellular infrastructure systems) for cable and
satellite television operators, wire line carriers and wireless
service providers. With these solutions, Motorola empowers
consumers by connecting their homes – easily keeping
contacts, contents and services within reach.
As a pioneer in wireless communications, Motorola has
transformed the cell phone into an icon of personal
technology – an integral part of daily communications, data
management and mobile entertainment. Motorola not only
designs, manufactures sells and services wireless handsets,
but also licenses its vast portfolio of intellectual property.
Our collection spans all cellular and wireless systems and
includes integrated software applications as well as one a
large complement of Bluetooth-enabled accessories. We
offer customers innovative product designs that deliver
“must have” experiences, such as mobile music and video –
enabling seamless connectivity at work or at play.

COMPANY SUCCESS

• 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.

HOME AND NETWORKS MOBILITY

• Winner: WiMAX Flexible Point Access System, Best of


WiMAX World Europe Awards, 2007.
• Excellence in Technology Innovation Ongoing
Achievement: WiMAX Flexible Access Point System, EOS
Awards, NXTcomm Chicago, 2007.
• Industry Innovation Award: WiMAX Distributed Network
Architecture, exchange Magazine, Best of WiMAX World
Awards, USA, 2006.
• Home-Networking Winners : Mot SVG2500 Wireless
VoIP Cable Modem Gateway and Mot SBV5400 VoIP
Cable Modem/ Cordless Phone System, International
CES Design and Engineering Awards, 2006.
• Winner: Best Home Wireless Product, CES Mark of
Excellence Awards, 2006.
• Product of the year: VoIP Open-Application Enabling
Platform, Internet telephony, USA, 2005.

RESEARCH AND DEVELOPMENT

• 100 Most Technologically Significant Products of the


year: Printed Active Displays, R&D 100 Awards, 2007.
• Nano50 Award: Motorola Labs’ NED technology,
Nanotech Briefs, 2006.
• Malaysia Leadership in ICT R&D Award: Motorola
Software Center, Multimedia Development Corporation,
2006.
• Best of ITS Research & Innovation Winner: MOTODRIVE,
ITS America Awards, 2006.
• Innovation Excellence Award, Mobile Devices: Motorola
China Research Center, Excellent Innovation Team
Awards, 2005.

CORPORATE RESPONSIBILITY

Corporate responsibility means harnessing the power of


our global business to benefit people. It also means doing
the right thing in all aspects of our business, including
how we treat the environment, our employees, our
customers, our partners and our communities.
• Top 100 Corporate Citizens: No. 4, Corporate
responsibility Officer Magazine, USA, 2007.
• Outstanding Safety Practice Award, National Safety
Council, USA, 2006.
• Top 10 Most Socially Responsible businesses,
National business Social Responsibility Survey, Israel,
2006.
• Corporate Social Responsibility Certificate, Mexico
Center for Philanthropy, 2006.
• Platinum Health Award, Health Promotion Board,
Singapore, 2006.

MOBILE DEVICES

• 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


Award, 2006.

• Winner: MOTORIZR and MOTOKRZR K1m, International


CES Design and Engineering Awards, 2006.

• Winner: Motorola/Burton Audex jacket and


Motorola/Oakley RAZRWIRE, International CES Desgin
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.

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 telecommunications. 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
standards. GSM is today, the world’s leading digital standard
accounting for 68.5% of the global digital wireless market.

The Indian Government when considering the introduction of


cellular services into the country, made a landmark decision
to introduce the GSM standard, leapfrogging obsolescent
technologies / standards.

Although cellular licenses were made technology neutral in


September 2005, all the private operators are presently
offering only GSM based mobile services. The new licensees
for the 4th cellular licenses that were awarded in July 2001
too, have opted for GSM technology to offer their mobile
services.
Cellular Industry in India

The Government of India recognizes that the provision of a


world-class telecommunications infrastructure and
information is the key to rapid economic and social
development of the country. It is critical not only for the
development of the Information Technology industry, but
also has widespread ramifications on the entire economy of
the country. It is also anticipated that going forward, a major
part of the GDP of the country would be contributed by this
sector. Accordingly, it is of vital importance to the country
that there be a comprehensive and forward looking
telecommunications policy which creates an enabling
framework for development of this industry.
SCOPE OF THE STUDY

The scope of the research is based on the telecom industry


and it throws light on the brand preference of mobile phones
with respect to Motorola.

Significance of the study:

Significance to the industry-

My research will help the telecom industry to know the


current scenario of customers with respect to brand
preference of mobile phones, with respect to Motorola.

Significance for the researcher-

 Wide exposure to the telecom industry.


 Studying about the brand preference of Motorola
mobile phones through the respondents.
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 licenses 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 licenses 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.
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.
RESEARCH METHODOLOGY

Title Justification - This title is justified as it tells about the


customer preference towards Motorola mobile phones as
compared to other brands.

SAMPLING METHODOLOGY:
Sampling Size – 25 respondents
Sampling Area – Delhi and N.C.R.
Sampling Technique – Random Sampling Technique

RESEARCH DESIGN:
 Visited the customers across Delhi and NCR &
gathered information required as per the
questionnaire.
 The research design is probability research design
and is descriptive research.

DATA COLLECTION:
• Primary data has been used by me in the form of
Questionnaire & Observation, which are the two basic
methods of collecting primary data, which suffices all
research objectives.
• Secondary data sources like catalogue of the company,
product range book of the company & various internet
sites such as motorola.com & google.com have been
used.

FINDINGS AND DISCUSSIONS

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

Analysis based on the questionnaires:-

1) Are you using a mobile phone?

50

40

30 Using
Not Using
20

10

Interpretation:-
It was found out that all the 50 respondents were using
mobile phones.

Concrete Terms:- Out of 50 respondents all 50 are using a


mobile.

2) Which company handset are you using?

45%
40%
35%
30% Nokia
25% Samsung
20% Motorola
15% Sony Ericsson
10% Others
5%
0%
1st Qtr

Interpretation:-

The above chart shows the percentage of various handsets


used by the respondents.
Concrete Terms:- Out of 50 respondents 22 respondents are
using Nokia while 11 are using Motorola, 6 are using Sony
Ericsson, 6 are using Samsung and rest uses the other
brands.

3) Are you satisfied?

45
40
35
30
25 Satisfied
20 Not Satisfied
15
10
5
0
1st Qtr

Interpretation:-

The chart shows maximum number of respondents who were


satisfied with their handsets.
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
Aware
Not Aware
20

10

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% 1 Week
20% 1 Month
15% 6 Months
10% 1 Year

5%
0%
1st Qtr

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

Concrete Terms:- Out of 50 respondents 20 changes their


handset in a time period of 6 months, 11 changes their
handset in a month, 10 changes their handset in a year
while just 9 of them changes their handset in a week.

6) To which handset will you move?

40%
35%
30%
25%
Nokia
20%
Sony Ericsson
15%
Others
10%
5%
0%
1st Qtr

Interpretation:-

The above chart depicts the respondents’ next preference


for mobile phones.
Concrete Terms:- Out of 50 respondents 14 respondents are
willing to switch over to Sony Ericsson, 18 are willing to
switch over to Nokia.

7) Where do you generally purchase your handsets from?

40
35
30
25
Dealers
20
Grey Market
15
Others
10
5
0
1st Qtr

Interpretation:-

The above chart shows the source of purchase of handset of


the respondents.
Concrete Terms:- Out of 50 respondents 36 respondents
purchases their handset from the dealers, 8 respondents
purchases their handsets from grey market while the rest 6
respondents purchases their handset from the other sources
available.

8) Do you think Motorola mobile phones are value for


money?

40
35
30
25
20 Yes
15 No
10
5
0
1st Qtr

Interpretation:-
The above chart shows the maximum respondents consider
Motorola mobile phones value for their money.

Concrete Terms:- Out of 50 respondents 40 considers


Motorola mobile phones value for their money rest 10
respondents contradict on this.

9) What according to you is the most important additional


feature that should be present in a mobile phone?

25

20
Bluetooth
15 Camera
Mp3
10
MMS
5 Other Features

0
1st Qtr
Interpretation:-

The above chart shows the various additional features which


customers take into account while purchasing handset.

Concrete Terms:-

Out of 50 respondents 22 gives preference to Bluetooth as


an additional feature while purchasing handset, 12
respondents gives preference to camera, 6 gives preference
to mp3, 6 gives preference to mms while rest 4 respondents
prefer to have some other additional features apart from
these.

10) How important is after sales service in the mobile


industry ?
35
30
25
20 Very Important
15 Important
Average
10
5
0
1st Qtr

Interpretation:-

The above chart shows the after sales service is considered


to be of prime importance to the respondents.

Concrete Terms:- 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.

DISTRIBUTION CHANNEL

Most of the executives who were surveyed said that they


preferred to purchase their material from a dealer.
Distribution of products constitutes an important element of
marketing – mix of a firm. After development of a product,
the marketing manager has to decide channels or routes
through which the product will flow.
In my survey I found that almost 90% of the customers
purchased their phones from local dealers and only 10% of
them purchased from the sales representative of the
company.
In the Telecom Industry there are usually National & City
distributors. A three-tier system is followed whereby:

Tier 1 – Company ---------- National Distributor


Tier 2 – National Distributor ---------- Local Distributor
Tier 3 – Local Distributor ----------Dealer

In case of MOTOROLA the Company has been following a


very systematic channel approach whereby only the first two
Tiers are involved .i.e.

Tier 1 – Company ---------- National Distributor


Tier 2 – National Distributor ---------- Local Distributor

MOTOROLA’s billing of goods are directly billed to the Local


Distributor which not only helps in better interaction with
them but also gives the company a more Microscopic focus
of all the happenings along with the Accountability of goods
sold. The company through this practice of it’s not only able
to increase its revenue but is also able to increase its margin
better.
MAJOR BRANDS THAT ARE DEALT BY
DEALERS

Most of the executives who were surveyed had almost all the
Brands of Mobile Handsets with them and the final analysis
upon which I arrived at was that Nokia is the No. 1 selling
Handset in Delhi followed by Samsung, Motorola and Sony
Ericsson.
Nokia no doubt has carved a niche for itself over the past 4-5
years with its superior technology and its loyalty towards the
Indian customer which certainly makes it the most superior
brand.
The biggest advantage that has worked in Nokia’s favor is its
marketing strategy, which focuses more on their state of the
art Handsets. They were the first company to come with a
mobile with an in-built camera in it and they surely knew
how to sell their product. Today almost all mobile companies
have followed suit and come out with their own in-built
camera mobiles.
Nokia is certainly a value for money mobile as more than
90% of the dealers interviewed agreed on this statement,
not only is the after sale service excellent but also the
quality and pricing of products is excellent. In such a
scenario not only the existing companies but also the new
entrants such as MOTOROLA, BenQ, Alcatel etc will have to
justify their launch in the long run.
MAJOR FEATURES THAT A CUSTOMER
LOOKS FOR IN A MOBILE

The Market is flooded with all sorts of mobile brands, each


trying to showcase and push forward its own particular brand
with umpteen numbers of features. The customer these days
is quite educated and knows about the products quite well
and therefore likes to keep himself abreast with the latest
technology available in the market, suiting his pocket need
and requirement. Mobile these days are being added with
new features every second day to lure the customer, and it
is due to these very features only that becomes the
purchasing factor for the customer. Some of the most
common features that a customer demands these days are:

1. Color Screen – Color Screen phones are the latest and


the most wanted trend in the market these days as
these phones boast of a High Color Resolution Display
so that the customer can enjoy in his/her phone an
exhilarating melange of colors. Most of the color phones
boast of 65000-color display, which makes not only the
resolution but also the picture quality treat to the eyes.
Color screen phones are in major demand by the public,
which accounts for at least 50% in the survey
conducted.

2. MMS (Multimedia Messaging Service) – With MMS, it is


not only possible to send your multimedia messages
from one phone to another, but also from phone to e-
mail, and vice versa. This feature dramatically
increases the possibilities of mobile communication,
both for private and corporate use.
3. Integrated Camera – The latest in-thing, mobile phones
with in-built camera. These phones serve the twin
service of mobile and a camera. One can not only click
but also store photos and even send it to their near and
dear ones. Camera phones accounted for at least 10%
respondents in the survey conducted.
4. Tri-Band – A tri-band facility is useful for people who are
constantly going abroad as a tri-band enabled handset
let’s one access the network of another country also
and also keeps you connected with people back home.
5. Size/Weight – These days mobile handsets come in
various shapes and sizes with different weights. The
needs and requirements of a customer differ from
person-to-person as some like bigger sets with
minimum weight whereas there are some who prefer
lighter sets with lighter weights.
6. Talk/Stand by Time – Customers do pay a lot of
attention on talk/stand by time as they want a mobile,
which can last the longest. Companies often promise of
talk time of 4-6 hrs on various handsets, but ultimately
it’s the customer who has to decide and make the best
choice for him.
7. WAP (Wireless Application Protocol) – WAP let’s one
access the Internet-based services supported by your
network, such as news, weather reports and flight timings etc,
even when you are mobile.

9. 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.
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.
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 requirements 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.
RECOMMENDATIONS

• 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 brand in itself and none of the
other brands are in a position to compare with it in
Quality, Reliability and 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 are 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 regards 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 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.

According to the dealers advertising and promotional


schemes along with other schemes also affect the
customer’s willingness. Aggressive advertising put into
effect for a long time in the customers mind, which
influence the people, are T.V., Newspaper and
Magazines.

Consumers prefer a MNC band due to the quality and


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

COMPANY CATALOUGE & BROCHURES:

 http://solutionscatalog.motorola.com/
 http://www.nesscoinvsat.com/invsat/default_produ
ct_page.asp?pageid=615
ANNEXURE

QUESTIONNAIRE

Name: __________________________

Age: ______yrs

Occupation: _________________

Q1. Are you using a mobile?

o Yes
o No

Q2. Which company handset are you using?


o Nokia
o Samsung
o Motorola
o Sony Ericsson
o Others

Q3. Are you satisfied?

o Yes
o No

Q4. Are you aware of the brand “Motorola”?

o Yes
o No

Q5. In what time you are thinking to change your


handset or buying a new one?

o Within a week
o Within a month
o Within six months
o Within a year

Q6. To which handset will you move?

o Nokia
o Samsung
o Motorola
o Sony Ericsson
o Others

Q7. Where do you generally purchase your


handsets from?

oDealers
oGrey market
oOthers

Q8. Do you think Motorola mobile phones are


value for money?

o Yes
o No

Q9. 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. How important is after sales service in the


mobile industry?

o Very Important
o Important
o Average

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