PROJECT REPORT

“Brand Preference of Mobile Phones with special reference to

MOTOROLA PHONES”

Submitted in partial fulfillment of the requirements for the

award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

to
Chhatrapati Sahu Ji Maharaj University, Kanpur

Under the Guidance of Submitted by

Mr. Amit Sharma
Associate Professor

Session 2018 – 19

PSIT College of Higher Education, Kanpur Bhauti

Kanpur

1
 DECLARATION

I hereby declare that the Project Report entitled “Brand Preference

of Mobile Phones with special reference to MOTOROLA PHONES”
submitted to PSIT College of Higher Education, Kanpur in
partial fulfillment of Degree of Bachelor of Business Administration
is the original work conducted by me. The information and data
given in the report is authentic to the best of my knowledge.

This Project Report is not being submitted to any other University

for award of any other Degree, Diploma and Fellowship.

Place: Kanpur

Date:

2
Certificate
From
College
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.

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 ACKNOWLEDGEMENTS

Research project report is one of the important part of BBA

program which has helped me to gain a lot of experience, which will be
beneficial in my succeeding career.

For this with an ineffable sense of gratitude, I take this

opportunity to express my deep indebtedness and gratitude to Dr.
Shivani Kapoor, Principal of PSIT College of Higher Education for her
encouragement, support and guidance in carried out the

I am very thankful to my supervisor Mr. Amit Sharma for his

interest, encouragement and untiring guidance thought out the
development of the project. It has been my great privilege to work under
his inspiring guidance. I am also thankful to my parents and my friends
for their indelible co- operation for achieving the goal of the study

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TABLE OF CONTENTS

Chapter Chapter Name

No.
CERTIFICATE
ACKNOWLEDGEMNT
PREFACE

1. INTRODUCTION

1.1 Company profile

1.2 Introduction

1.3 Scope of industry

1.4 Objective
2. RESEARCH METHODOLOGY

2.1 Sample size

2.2 Sample location

2.3 Research type

2.4 Data Types

3. Findings & Discussions

4. Recommendations

Limitations

Conclusions

9. BIBLIOGRAPHY

6
1.1 Company Profile
Motorola Inc.

Type Public (NYSE: MOT)

Founded 1928

Headquarters Schaumburg, Illinois, United States

[1]
Greg Brown, President and Co-CEO
Key people
Sanjay Jha, Co-CEO

Industry Telecommunications

Embedded systems
Microprocessors
Products Mobile phones
Two-Way radios
Networking Systems

Market cap $15 billion USD (2017)

Revenue ▲$36.622 billion USD (2017)

Operating
▼ $553.0 million USD (20017)
income

Net income ▼ $49.0 million USD (2017)

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Employees 66,000 (2018)

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 2004, with an investment of Rs
500 Crores. During the year 2001, MOTOROLA also
commenced the home production for its eco-friendly
Refrigerators and established its assembly line for its PC
Monitors at its Greater Noida manufacturing unit.

 The Greater Noida manufacturing unit line has been designed

with the latest technologies at par with international standards
at Korea and is one of the most Eco-friendly units amongst
all MOTOROLA manufacturing plants in the world.

 The year 2001 witnessed MOTOROLA becoming the fastest

growing company in the consumer electronics, home
appliances and computer peripherals industry. The company
had till the month of October 2001 achieved a cumulative

8
 turnover of Rs 5000 Crores in India since its inception in
2003 , making it the fastest ever Rs 5000 Crores clocked by
any company in the Indian consumer electronics and home
appliances industry. Having achieved this milestone,
MOTOROLA achieved another benchmark with the first ever
sales of One Lakh ACs (Windows and Splits) in a calendar
year. MOTOROLA is poised to surpass its turnover target of
Rs. 2700 Crores this year and clock a turnover of Rs. 3000
Crores.

 This year, MOTOROLA has emerged as the leader in Colour

Televisions, Semi Automatic Washing Machines, Air
Conditioners, Frost-Free Refrigerators and Microwaves
Ovens. In Colour Televisions having set the sales target of
one million units of Color Televisions for 2002,
MOTOROLA has already achieved the one million mark in
the month ahead of its target.

 MOTOROLA Electronics India is the fastest growing

company in the consumer electronics, home appliances and
computer peripherals industry today.

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 MOTOROLA Electronics is continually providing superior
technology products & value for money to over 50 lac
households in India.

 Mr. K.R. Kim, Managing Director, MOTOROLA

Electronics said, "I am extremely pleased with our
performance in 2006 as we have been able to sustain
growth during a year of slowdown in the consumer
electronics and home appliances industry." He added,
"Our growth record has led us to expand manufacturing
presence in India. We have accordingly reinforced our
sales and distribution network through the concept of area
offices to reach out more Indian consumers in semi urban
and rural India."

10
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

11
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.

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Spinoffs

Motorola developed the first truly global communication

network using a set of 66 satellites. The business ambitions
behind this project and the need for raising venture capital to
fund the project led to the creation of the Iridium Company in the
late 1990s. While the technology was proven to work, Iridium
failed to attract sufficient customers and they filed for
bankruptcy in 1999. Obligations to Motorola and loss of
expected revenue caused Motorola to spin off the ON
Semiconductor (ONNN) business August 4, 1999, raising for
Motorola of about $1.1 Billion.

Further declines in business during 2000 and 2001, caused

Motorola to spin off its government and defense business to
General Dynamics. The business deal closed September 2001.
Thus GD Decision Systems was formed (and later merged with
General Dynamics C4 Systems) from Motorola's Integrated
Information Systems Group

On October 6, 2003, Motorola announced that it would spin off

its semiconductor product sector into a separate company called
Free scale Semiconductor, Inc.. The new company began trading on
the New York Stock Exchange on July 16th of the following year.

13
Quality systems
The Six Sigma quality system was developed at Motorola even
though it became best known through its use by General Electric.
It was created by engineer Bill Smith, under the direction of Bob
Galvin (son of founder Paul Galvin) when he was running the
company. Motorola University is one of many places that provide
Six Sigma training.

Ratings from interest groups

Motorola received a 100% rating on the Corporate Equality Index
released by the Human Rights Campaign in 2004, 2005 and 2006 ,
starting in the third year of the report.

Motorola is known around the world as an innovator and leader

in wireless and broadband communications. It is committed to
helping the people get and stay connected simply and
seamlessly to the people, information and entertainment they
want and need. Motorola do this by designing and delivering
"must have" products, "must do" experiences and powerful
networks — with a full complement of support services as
well. A Fortune 100 company with global presence and impact,
Motorola had sales of US$42.8 billion in 2006.

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

Home & Networks Mobility:

Operators today are being asked by their subscribers to deliver
bandwidth-intensive, experience-based services — regardless of
the network architecture. Motorola is uniquely positioned to
capitalize on this trend, providing integrated, end-to-end
systems that seamlessly and reliably enable uninterrupted access
to digital entertainment, information and communications
services over a variety of wired and wireless solutions. Motorola
designs, manufactures, sells and services digital video system
solutions and interactive set-top devices; voice and data modems
for digital subscriber line and cable networks; and, broadband
access systems (including cellular infrastructure systems) for
cable and satellite television operators, wire line carriers and
wireless service providers. With these solutions, Motorola

15
empowers consumers by connecting their homes —
easily keeping contacts, content and services within reach.

16
Mobile Devices:

As a pioneer in wireless communications, Motorola has

transformed the cell phone into an icon of personal
technology — an integral part of daily communications,
data management and mobile entertainment. Motorola not
only designs, manufactures sells and services wireless
handsets, but also licenses its vast portfolio of intellectual
property. Our collection spans all cellular and wireless
systems and includes integrated software applications as well
as one a large complement of Bluetooth®-enabled
accessories. We offer customers innovative product designs
that deliver "must have" experiences, such as mobile music
and video — enabling seamless connectivity at work or at
play.

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 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

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 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

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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

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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

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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.

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 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

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 MOBILE DEVICES

 Winner: CNET People’s Voice Award, ROKR E8, Consumer

Electronics Show (CES), 2008
 Winner: CNET Best of CES, Cell phones and Smartphones
category, ROKR E8, Consumer Electronics Show, 2008
 Winner: Top 20 Products of CES — Editor's Choice Award,
ROKR E8, Popular Mechanics magazine, 2008
 Winner: Best of CES 2008: Best Cell Phone, ROKR E8,
LAPTOP magazine, 2008
 Winner: 2008 CES Best of Innovations Design and
Engineering Award, headphones category, MOTOROKR S9,
Consumer Electronics Show, 2008
 Winner: Best of CES, Bluetooth® transfer category, Motorola
T815, Smartphone-based navigation system featuring
MOTONAV, Bluetooth Special Interest Group (SIG), 2008
 Best Ultra Low Cost Handset, 3GSM Global Mobile Awards,
2006
 Winners: MOTORIZR and MOTOKRZR K1m, International
CES Design and Engineering Awards, 2006
 Winners: Motorola/Burton Audex jacket and Motorola/Oakley
RAZRWIRE, International CES Design and Engineering
Awards, 2006
 Best of What's New: MOTO Q, Popular Science Magazine,
2006

24
 Unique Product Winner: Motorola Audex Protective Gear,
Bluetooth SIG Best of CES Awards, 2006
 First Place Hardware/Mobile Phone: SLVR L7, CTIA
Wireless E-tech Awards, 2006
 Editor's Choice, Mobile Phone: RAZR V3 Black/Pink, CNET,
2005
 Best in Class: RAZR V3 Silver, PC News Weekly, 2005
 Mobile Innovations Award: RAZR v3 Silver, Mobile News
Awards, 2005

1.2 INTRODUCTION

HISTORY OF CELLULAR TELEPHONY IN

INDIA
Cellular Telephony
The technology that gives a person the power to communicate
anytime, anywhere - has spawned an entire industry in mobile
telecommunication. Mobile telephones have become an integral
part of the growth, success and efficiency of any business /
economy.

25
The most prevalent wireless standard in the world today, is
GSM. The GSM Association (Global System for Mobile
Communications) was instituted in 1987 to promote and
expedite the adoption, development and deployment and
evolution of the GSM standard for digital wireless
communications.

The GSM Association was formed as a result of a European

Community agreement on the need to adopt common standards
suitable for cross border European mobile communications.
Starting off primarily as a European standard, the Group Special
Mobile as it was then called, soon came to represent the Global
System for Mobile Communications as it achieved the status of
a world-wide standard. GSM is today, the world's leading digital
standard accounting for 68.5% of the global digital wireless
market.

The Indian Government when considering the introduction of

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

Although cellular licenses were made technology neutral in

September 2005, all the private operators are presently offering
only GSM based mobile services. The new licensees for the 4th

26
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.

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1.3 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

28
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.

29
 High license fees and excessive bids for the cellular licenses
put tremendous financial burden on the operators, diverting
funds away from network development and enhancements.
As a result, by 2005 many operators failed to pay their license
fees and were in danger of having their licenses withdrawn.
In March 2005, a new telecom policy was put in place (New
Telecom Policy 2005). Under this new policy, the old fixed-
licensing regime was to be replaced by a revenue-sharing
scheme whereby between 8-12 percent of cellular revenue
were to be paid to the government.

1.4 OBJECTIVES
The Primary Objective was to study the perception & buying
behavior of customers towards various mobile brands with
special reference to “MOTOROLA”.

The Secondary Objectives of this study were to identify:

30
 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.

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CHAPTER 2: RESEARCH
METHODOLOGY
Title – Brand preference of Motorola mobile phones.

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

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

SAMPLING METHODOLOGY:
2.1 Sampling Size – 25 respondents

2.2 Sampling Area - Delhi and N.C.R.

Sampling Technique - Random Sampling technique

2.3 RESEARCH DESIGN: -

 Visited the customers across Delhi and NCR & gathered
information required as per the questionnaire.

32
 The research design is probability research design and is
descriptive research.

2.4 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.

CHAPTER 3: 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.

33
 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.

34
DATA ANALYSIS AND INTERPRETATION

Analysis based on the questionnaires: -

1.) Are you using a mobile phone?

ARE YOU USING A MOBLIE PHONE

YES NO 3rd Qtr 4th Qtr

0%
0%0%

100%

Figure 1

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

35
CONCRETE TERMS: - Out of 50 respondents all 50 are
using a mobile.

2.) Which company handset are you using?

Brand of handset used

nokia samsung motorola sony ericsson others

10%

12%
44%

22%

12%

Figure 2

Interpretation:-
The above chart (Figure2) 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

36
are using Sony ericsson,6 are using Samsung and rest uses
the other brands.

3.) Are you satisfied?

Satisfaction
yes no

16%

84%

Figure 3

Interpretation: -

37
The chart (Figure3) 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”?

AWARENESS
NOT AWARE AWARE

2%

98%

38
 Figure 4

Interpretation: -
The pie chart(Figure4) 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?

39
 Frequency of changing a handset
a week a month six months a year

20% 18%

22%

40%

Figure 5

Interpretation: -
The above chart (Figure 5) 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.

40
6.) To which handset will you move?

Brand for next handset preffered

nokia samsung motorola sony ericsson others

12%

36%

28%

10%
14%

Figure 6

Interpretation: -
This chart (Figure 6) 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

41
7.) Where do you generally purchase your handsets
from?

Handset purchased from

dealer grey market others

12%

16%

72%

Figure 7

Interpretation: -
This shows (Figure 7) the source of purchase of handset of the
respondents.

42
CONCRETE TERMS: - Out of 50 respondents 36
respondents’ purchases their handset from the dealers, 8
respondents purchases their handset from grey market while the
rest 6 respondent purchases their handset from the other sources
available.

8.) Do you think Motorola mobile phones are value for

money?

Motorola's value for money

yes no

20%

80%

Figure 8

43
Interpretation: -
This shows (Figure 8) that 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 contradicts on this.

44
9.) What according to you is the most important

Features Preferred
camera bluetooth mp3 mms others

8%
24%
12%

12%

44%

additional feature that should be present in a mobile

phone?
Figure 9

Interpretation: -
This shows (Figure 9) the various additional features which
customer takes into account while purchasing handset.

CONCRETE TERMS: - Out of 50 respondents 22 gives

preference to Bluetooth as an additional feature while
purchasing a handset, 12 respondents gives preference to

45
camera, 6 gives preference to mp3, 6 gives preference to mms
while the rest 4 respondents prefer to have some other additional
features apart from these.

10. How important is after sales service in the

mobile industry?

After sale service

v.imp imp average

6%

32%

62%

Figure 10

Interpretation: -
This shows (Figure 10) that the after sales service is considered
to be of prime importance to the respondents.

46
CONCRETE TERMS:- Out of 50 respondents 31 considers
after sales services very important while 16 respondents
consider it a little less than very important and the rest 3
respondent gives it an average position.

SOURCES FROM WHICH MATERIAL IS

PURCHASED
Most of the executives who were surveyed said that they
preferred to purchase their material from a dealer. Distribution
of products constitutes an important element of marketing –mix
of a firm. After development of a product, the marketing
manager has to decide channels or routes through which the
product will flow.

47
In my survey I found that almost 90% of the customers
purchased their material from local dealers and only 10% of
them purchased from the sales representative of the company.

In the Telecom Industry there are usually National & City

distributors. A three-tier system is followed whereby:

Tier 1 – Company - - - - - National Distributor

Tier 2 - National distributor --------- Local

Distributor

Tier 3 – Local Distributor ------------ Dealer

In case of MOTOROLA the Company has been following a

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

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

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

Distributor

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

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

48
49
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

50
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

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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.

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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.

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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.

54
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 – 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.

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SWOT ANALYSIS

STRENGTH: -
A well established brand name helps in promoting a new range
of products. MOTOROLA is a Multinational Company based in
South Korea, which is considered to be a technically advanced
country with advanced products to meet the requirement of
target customers internationally.

The company has a wide range of products to suite the purse &
the taste of various segments of customers.

The company has a huge advertisement budget which helps in

brand positioning & recall.

It has a well established sales network of more than 4000

dealers & branch offices around the globe & the company
makes such of its products available as are in demand in each
particular area.

WEAKNESS: -

56
 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.

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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.

58
 CHAPTER 4

RECOMENDATIONS

 The company should try to reach maximum Consumers in

INDIA by making distribution channel more effective.

 The company should continue to work on the Strategy of

T.Q.M (Total Quality Management)

 The MOTOROLA is a brand in itself and non-of the other

brands are in a position to compare with it in Quality,
Reliability, Brand Image. Even then a number of other brands
are entering the market and are acquiring a good market
share. The main reason behind it is that the distributors of the
company are not able to provide regular supply to the
retailers in all the areas.

 Consumers do not get satisfied with the promotional policies

of the company. New techniques of promotion is required to
create awareness about the entire range of MOTOROLA
products

59
LIMITATIONS
 A small sample size of 50 customers was considered due to
lack of time & resource constraints.

 The scope of the project is limited to the city of Delhi and

N.C.R. So, we cannot say that the same response will exist
throughout India.

 With regard to uneducated customers it was difficult to get

across to them all the features of their respective mobile
phones.

60
CONCLUSION

Hereby I can conclude from this research that Nokia has the
maximum brand preference as compared to other brands.

Most of the dealers are selling more than one brand. They sell
different brands to gain more volume & more availability to the
customers. So dealer’s preference to push a particular brand to
the customer plays a major role in the mobile market.

According to the dealers advertising & promotional schemes

along with other schemes also affect the consumer’s
willingness. Aggressive advertising put into effect for a long
time in the customers mind, which influence the people, are
T.V, Newspapers & magazines.

Consumers prefer a MNC brand due to the quality &

technological superior features. Consumers also judge the after
sale service availability of the company before purchasing a
mobile.

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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=85
92-11929
 http://www.fonearena.com/motorola-phones.html

COMPANY CATALOGUE & BROCHURES

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

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ANEXURE

QUESTIONNAIRE

Name: _________________________________

Age: _____yrs

Occupation: _______________

Q1. Are you using a mobile?

 Yes

 No

Q2. Which company handset are you using?

 Nokia

 Samsung

 Motorola

 Sony Ericsson

 Others

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Q3. Are you satisfied?

 Yes

 No

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

 Yes

 No

Q5. In what time you are thinking to change your handset or

buying a new one?

 Within a week

 Within a month

 Within six months

 Within a year

Q6. To which handset will you move?

 Nokia

 Samsung

 Motorola

 Sony Ericsson

 Others

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Q7. Where do you generally purchase your handsets from?

 Dealers

 Grey market

 Others

Q8. Do you think Motorola mobile phones are value for money?

 Yes

 No

Q9. What according to you is the most important additional

feature that should be present in a mobile phone?

 Integrated camera

 Bluetooth

 Mp3

 MMS

 Others

Q10. How important is after sales service in the mobile

industry?

 Very important

 Important

 Average

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